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1.1 Global Scenario:-
India plays an important role in dairy sector. This is of crucial important to the country. The
country is the world‟s largest milk producer. According for more than 13% of world total
milk production and it is the world‟s largest consumer of dairy product, consuming almost
100% of its own milk production estimated around 74 million tons in 1998.1
According to our research report “Indian Dairy Industry Analysis”, India is the world
‟s largest milk producer, accounting for around 17% of the global milk production. Besides, it
is one of the largest producers as well as consumers of dairy products. Due to their rich
nutritional qualities, the consumption of dairy products has been growing exponentially in the
country, and considering such facts and figures, our study anticipates that the milk production
in India will grow at a CAGR of around 4% during 2011-2015.2
The government is taking several initiatives and running plans and programs like National
Diary Plan and Intensive Dairy Development Program to meet the growing demand for milk
in the country. Our report talks about such schemes, and government regulations to present an
objective and balanced picture of the industry. The study also discusses the opportunities and
strengths of the dairy market in a complete SWOT analysis, and provides an insight into the
competitive landscape. We hope that our comprehensive research will help clients align their
business strategies as per market dynamics, and make sound investment decisions.3
Currently, India is non-entity in the international dairy market place. Only small quantities of
dairy products are exported to Bangladesh, Shrilanka, Nigeria, and the Middle East and very
recently to the USA. The WTO provides India with the opportunity to sell their products in
the other part of world. Especially to the 150 million non resident Indians all over the world.
An ample export potential exists for unique traditional milk products such as ethnic sweets
and foods like Shrikhand, rasgulla, & Paneer. India‟s largest dairy company GCMMF
recently started exporting ghee, butter, and Shrikhand under the Amul brand to the USA. This
product will soon be available in Canada also.
1 http://seminarprojects.com/Thread-global-scenario-of-dairy#ixzz2Vn17lOgF
2 http://www.rncos.com/Report/IM368.htm
3 http://www.rncos.com/Report/IM368.htm
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The India dairy sector‟s challenges include the need for improvement in animal feeding, vet
services, milk production, collection and transport as well as the need for advances in
corporate technology and marketing.
Further liberalization seems to be necessary to make private and foreign investment in dairy
sector more attractive. The Indian dairy industry will need this additional investment to keep
pace with the fast increasing demands for dairy products. Export opportunities are certainly
positive but every liter of milk exported with creates need for further expansion in dairy
industries unless and important is growing considerably. On the other hand during the coming
WTO-round more pressure will be put on the Indian government to improve the market
access for dairy products.
1.2 History of the Dairy Industry:-
The history of Dairy Development Movement in India is a new one. During the pre-
independence period this movement was limited to a few pockets of Calcutta, Madras,
Bangalore and Gujarat. The most notable of this venture was Kaira District Co-operative
Milk Producers‟ Union Limited of Anand, Gujarat. But after independence the National
Government took great initiative in setting up new Dairy Co-operatives in many parts of the
country. The National Dairy Development Board was set up to make the ambitious project a
success.
India had tremendous milk production in 40 years and has become the world's largest milk-
producing nation with a gross output of 84.6 million tons in 2001. The Indian Dairy Industry
has achieved this strength of a producer-owned and professionally-managed cooperative
system, despite the facts that a majority of dairy farmers are illiterate and run small, marginal
operations and for many farmers, selling milk is their sole source of income. More than 10
million dairy farmers belong to 96,000 local dairy cooperatives, who sell their products to
one of 170 milk producers' cooperative unions who in turn are supported by 15 state
cooperative milk marketing federations.4
The urban market for milk products is expected to grow at an accelerated pace of around 33%
per annum to around Rs.43,500 crores by year 2005. This growth is going to come from the
greater emphasis on the processed foods sector and also by increase in the conversion of milk
4 http://www.indianmirror.com/indian-industries/dairy.html
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into milk products. By 2005, the value of Indian dairy produce is expected to be Rs 10,00,000
million. Presently the market is valued at around Rs 7, 00,000mn.
India has largest population of cattle in the world with 134 million cows and 125 million
buffaloes. Presently, these are 81,033 village dairy co-operative across the country. The co-
operative societies are federation into 172 distribution milk producers unions, which in turn
have 23 state co-operative dairy federations.
India in the early 1950's was commercially importing around 55000 tonnes of milk powder
annually to meet the urban milk demand. Most of the significant developments in dairying
have taken place in India in this century only.5Farm on insignificant 20,000 liters per day of
milk being processed in 1951, the organized sector is presently handling some 20 million
liters per day over 400 dairy plants. One of the world‟s largest liquid milk plants located in
Delhi, handling over 80,000 liters per day. Mother dairy at the same time in India, first
automatic dairy plant with capacity of 1 million liters per day. Mother dairy Gandhinagar has
been established in Gujarat Co-operative Milk Marketing Federation (GCMMF) owns it.
The Operation Flood Programme was undertaken after the National Dairy Development
Board had been formed in 1965. The programme aimed at bringing the shortage of milk
supply in the four Metropolitan cities of Calcutta, Bombay, Madras and Delhi into agreement
with the abundance of milk production in adjoining villages of the cities. Simply speaking, it
tried to achieve a two-fold objective - increasing the production of milk and making
equilibrium of supply and demand in the milk market the cities.
The Anand pattern had been accepted as the model because the Kaira District Milk
Producers‟ Co-operative Union Limited (AMUL) was then recognized as the only ideal Milk
Union of the country. Though National Dairy Development Board and its members is largest
producer of Milk and Milk derivatives in India, there are other players in this field in private
sector. Broadly defining this private sector of dairy industry one has to consider geographical
vastness of our country and hence in private sector though there are several players only
handfuls are worth mentioning.
The National Dairy Development Board was created in promote, finance and support
producer-owned and controlled organizations. NDDB‟s efforts are co-operative principles
and the Anand Pattern of Co-operation. NDDB began its operations with the mission of
5 http://www.indianmirror.com/indian-industries/dairy.html
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making dairying a vehicle to a better future for millions of grassroots milk producers. The
mission achieved thrust and direction with the launching of “Operation Flood”, a programme
extending over 26 years and which used World Bank loan to finance India‟s emergence as the
world‟s largest milk producing nation. Operation Flood‟s third phase was completed in 1996
and has to its credit a number of significant achievements .As on March 2001, India‟s 96,000
dairy co-operatives integrated through a three tier co-operative structure – “The Anand
Pattern”, owned by more than ten million farmers, procure an average of 16.5 million liters of
milk every day. The milk is processed and marketed by 170 milk producers‟ co-operative
unions which, in turn, own 15 state co-operative milk marketing federations.
While world milk production declined by 2 per cent in the last three years, according to FAO
estimates, Indian production has increased by 4 per cent. The milk production in India
accounts for more than 13% of the total world output and 57% of total Asia's production. The
top five milk producing nations in the world are India, USA, Russia, Germany and France.
India is the largest producer of milk producing more than 100 million tons of milk per
annum. The table below shows the consistent rise in the milk production in the country.
India's milk production increased from 21.2 million tonnes in 1968-69 to 97.1 million tonnes
in 2005-06 and to 100 million tonnes in 2006-07. Per capita availability of milk was 245
grams per day in 2006-07, increased from 241grams per day in 2005-06, up from 112 grams
per day in 1968-694.6
1.3 Indian Scenario of Dairy:-
Present Indian Dairy Scenario
Largest producer with Tiniest Int'l Trade
India is the largest milk producer in the world.
India produces 14% of world milk production, but its share in international dairy trade
is even less than 0.1%.
In contrast, New Zealand and Australia produce 2.4% and 1.7% of world milk
production, but their share in international dairy trade is 31% and 15% respectively.
6 http://www.fiapo.org/downloads/dairyreport.pdf
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Table 1 -
Milk was always manufactured and consumed in bulk in India. But with the rise in disposable
incomes the demand for milk and related items are on a continuous rise. Milk is said to be
among the most important part of the diets of Indian after wheat and rice.
Milk production in India ranges from rural areas to the highly urbanized ones. In the rural
areas every farmer having one or two cows or buffaloes yields around -3 liters of milk per
animal. India is highly acclaimed for its high contribution of buffalo milk because of factors
like high fat content and a host of other nutrients.
India happens to be the highest producer of milk in the world. India contributes almost 65%
of the total world buffalo milk. With the advent of modern technology India has risen from an
insignificant amount of 200,000 liters per day (lpd) of milk in 1951, to 20 million liters per
day in 2010. The country is home to almost 400 dairy plants.
The milk market in India does not have many active brands. The one major brand that has
been dominating the diary industry in India since quite a few decades is Amul. Since Indians
are very peculiar and choosy about the milk that they consume they do not like to try out
other brands. They like sticking to trusted brands and the brand that has definitely occupied a
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major mind share of the Indian population as far as milk is concerned is Amul. It can easily
be called the top milk brand in India.
The undisputed Top Milk Brand in India is Amul. Established in 1946, the company deserves
maximum credit for making India the world's largest milk and milk products producer.
Evolved over the years as the most preferable liquid milk brand in the Indian subcontinent
Amul churns out a turnover of almost 8,000 crore annually.
Present efforts to Improve Quality
It is true that the low raw milk quality is everybody's concern and conscious efforts
are being made by a few large dairy processors, NABARD and other dairy related
institutions in selected area by providing bulk coolers, milking machines to farmers.
But the problem of poor raw milk quality is so grave and so little and so inadequate is
being done to control, it if not completely overcome it.
1.4 Growth of the Indian dairy Industry:-
Indian Dairy growth
The performance of Indian dairy sector during the 1950s and 1960s was not
remarkable. However, with the successful implementation of Operation Flood
Programme (OFP) during the 1970s, the dairy sector achieved fourfold growth rate by
touching the mark compound growth rate. It is interesting to note that during the past
three decades, the total milk production increased but per capita milk production
declined. India has emerged as the world‟s largest milk producing country.
Milk production increased by about 4 percent a year and it increased from 22 million
tons in 1970-71 to 104.8 million tons in 2007-08, the per capita per day milk
availability increased from 107 grams to 245 grams during this period. India‟s first
automated dairy plant with handling capacity of 1,000,000 lpd has been established at
Gandhinagar near Ahmedabad in Western India.
Several domestic cooperatives have mushroomed and many of them are now
emerging as major players in the global market. OFP for the first time recognized the
need of rural milk producers and paid attention towards their thorough development.It
plays the key role in bringing about the transformation of dairy development in the
country.
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At present India is not able to compete with European Countries and United States in
export trade of dairy products because milk in these countries is highly subsidized. It
is to be noted that the GATT Negotiations were for removal of these subsidies. If
India intends to capture a major chunk of this market, it will have to make concerted
efforts to ensure quality of milk and milk products.
1.5 Top Milk Dairy Industry:-
Top Milk Brands in India
Amul
Paras
Mother Dairy
Saras
Verka Sweet
Amul:-
AMUL means "priceless" in Sanskrit. The brand name "Amul," from the Sanskrit
"Amoolya," was suggested by a quality control expert in Anand. Variants, all
meaning "priceless", are found in several Indian languages. Amul products have been
in use in millions of homes since 1946. Amul Butter, Amul Milk Powder, Amul Ghee,
Amulspray, Amul Cheese, Amul Chocolates, Amul Shrikhand, Amul Ice cream,
Nutramul, Amul Milk and Amulya have made Amul a leading food brand in India.
(Turnover: Rs. 80.05 billion in 2009-10).
Today Amul is a symbol of many things. Of high-quality products sold at reasonable
prices. Of the genesis of a vast co-operative network. Of the triumph of indigenous
technology. Of the marketing savvy of a farmers' organization. And of a proven
model for dairy development.7
7 http://www.amuldairy.com/
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Paras:
PARAS‟s history reflects back to 1960, when the procurement of milk started with 60 Liters
of milk. Ch. Ved Ram, the founder and promoter of our company is one of the connoisseurs
in the dairy farm industry. Ved Ram & Sons started as our partnership company in April
1986.
Our first unit was established in 1987 under company's name VRS Foods Limited and
since then in tune with the rapidly changing technology, production units are well
armed with the latest equipment. These facilities enable us to cater to the needs of our
clients by selling over 2, 50,000 liters of milk per day in Delhi Metro.8
At the heart of the entire network of Paras are hundreds of Village level collection
centers covering 5000 villages across Western U.P., Haryana, Rajasthan, Maharashtra
and Gujarat from where the milk is collected every day.
Mother Dairy:-
MOTHER DAIRY CALCUTTA -a Government of West Bengal project, was started
under Operation Flood II of National Dairy Development Board. It was set up initially
to cater to the demand of the Kolkata urban agglomeration spread over the Kolkata
Metropolitan area, approximately 852 sq kms.
Mother Dairy is also reaching out to the consumers of other Districts. The
commissioning of the Dairy started in July 1978 and the first Distribution vehicle
loaded with milk sachets rolled out of the Dairy in the morning of 8th December
1978. Initially, the management of Mother Dairy was looked after by the National
Dairy Development Board. On 24th March 1982, the then Honorable Chief Minister
Shri Jyoti Basu dedicated Mother Dairy Calcutta to the rural milk producers and
urban milk consumers of West Bengal.9 In the year 2000, Mother Dairy Calcutta
8 http://www.parasdairy.com/overview.php
9 http://www.motherdairycalcutta.com/About%20us.htm
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received ISO 9002 certification and in the year 2001 Mother Dairy received HACCP
Certification.
Saras:-
Bhilwara Milk Union was established in August, 1972 with average milk procurement of
250 ltrs. Per day. Bhilwara Milk Union was registered under rajasthan co-operative act
1965 with the motto to pay remunerative price to its milk producers around the year at
their door step along with technical input services such as animal health care, supply of
balance cattle feed, supplements and breed improvement programmers through Artificial
Insemination and Natural Services and to provide quality products to consumer at
competitive price. 10
It has a Dairy plant handling capacity 2.0 lakh ltrs. Per day with the facilities to pack
milk, ghee etc., and its main products are Ghee, Liquid Milk Shrikhand, Paneer,
Chhach. Milk Union is having a Chilling Plant in hired Ice Factory at Shahapura.
Bhilwara Milk Union is an ISO 9001:2008 & IS 15000 (HACCP) certified
organization. This Milk Union is affiliated to Rajasthan Co-perative Dairy Federation
Ltd., Jaipur.
Verka Sweet:-
Dairy Farming is an age-old subsidiary profession in the rural areas of Punjab. Punjab
is the second largest milk producing state in India, producing around 10% of the
countries Milk Production i.e. 8 million tons annually.11
1. First Milk Plant, of the State was setup at Verka near Amritsar.
2. The brand name of Milk and Milk Products was adopted as Verka.
3. The Foundation stone of Milk Plant, Ludhiana was laid by Hon. S. Parkash Singh
Badal, the then Chief Minister of Punjab in 1970.
10
http:/www.sarasdairy.com/ 11
http://ludhiana.nic.in/dept/verka.html
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4. Commissioning of the Plant was done by Punjab Dairy Development Corporation in
1974.
5. Inauguration was done by Late Smt. Indira Gandhi the then Prime Minister of India.
6. The capacity of the plant was 1.00 lac. Liter per day, including powder plant of 7
MT.And now the milk handling capacity is 4.00 Lac Liter per day.
2.1 Organization Vision and Mission:-12
Vision
Based on quality and reliability, Vimal group is to become the most preferred brand in the
region. Our vision is to grow rapidly with the help of newer technologies and tapping latent
needs of the consumers. It is our firm belief that if we can provide what consumers need, in a
way they need, there is hardly a reason why Vimal brand will not soon become one of the
most preferred and trusted brands. For this we will keep re-assessing and build upon our
strengths and improve upon our weaknesses. As part of the Vimal group, we, the Promoters
& the employees should never compromise on the promises of quality and innovation. And
the goals are ours to reach.
Mission
Continue to provide value added products in an ethical and competitive way to the
community. Businesses are to generate profits. The difference with us is how we define
profit. We believe that any exchange of goods and services should leave both- the giver and
taker- satisfied and pleased. This generates trust. This in turn is, key to the growth and even
survival of a company. On the other hand, adapting to changing times – whether it is new
technology or consumer needs makes a business profitable. This profitability allows
continuity and growth of the business. In short, it is a two way process. For overall
development.
2.2 History and Development of the Unit:-
Vimal Dairy Ltd. Establish on 30th
June 1995. Under the name of Vimal Dairy there are
many other companies besides Vimal Dairy Ltd. And jointly they are well known as vimal
group. Vimal group of company consist of several other company they are:
12
www.vimaldairy.com
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It has long history in the establishment. Vimal is a group of companies first of all Mr.
Chandubhai I. Patel has started Vimal electric company as a partnership firm in 1978. This
was first to manufactured capacitor, booster, and transformers
The ancillary item of submersible pumps i.e. PVC winding wives and there coreflat cable,
were introduces in the market by forming a private limited company, under the
name of Vimal cables limited. There was a short of water for irrigation. They introduced
submersible pumpkin the market under the brand name of “ Vimal group ‟‟by forming a
private limited company, under the name of “Vimal pumps pvt Ltd”. In 1989, they started
Vimal paint to manufacture different part of industry and decorative paints, by forming a
partnership concern under the name of the Vimal paints. Resin being the raw material
for paints. They started manufacturing resin under Vimal card. Alkyls resin is
exported to various countries. In north Gujarat rapeseeds are available in bulk and
consumption of addible oil is more in Gujarat looking to the heavy demand of refined oils,
they introduce cotton seeds and reposed oil under the name of “Vimal oil & food ltd” for the
same. The company has come out with public issue in March 1994. One of the objects of the
issues was to part finance the project for extraction and so TPD edible refined oil plant.
As we know that north Gujarat, especially Mehsana is well known as major milk producer
district in north Gujarat. There was the benefit of this opportunity and started Vimal Dairy
Ltd. Vimal Dairy Ltd. comes in to existence on 30th June 1995. Under the name of
Vimal, there are many other companies besides Vimal Dairy Ltd. and jointly they are
well known as Vimal Group. The main founder of Vimal group of companies is
Mr.Chandubhai .I. Patel.
1. VIMAL CABLES LTD.
2. VIMAL PUMPS PVT LTD.
3. VIMAL PAINTS
4. VIMAL DAIRY LTD.
5. VIMAL OIL & FOODS LTD.
6. VIMAL MICRONS
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They manufacture process milk powder. The present capacity of the plant is to process two
laces liters of milk per day. The company was also a plant for making powder from milk the
capacity of the same being 10 MT per day. But the developing process does not and here.
They had also entered in to micro mineral business. The company viz “Vimalmicrons
limited” started manufacturing of micro minerals in 1996.it is very clear that this group is still
in progress.
2.3 Size of the unit:-
Basically size of the unit is the three types are there: small, medium and large. It‟s depending
on capital or investment. Our dairy is belonging the medium scall unit.
2.4 Forms of Organization:-
If we checks the formation and nature of Vimal Diary, We can say that the people come
together to form a union, which is operated for the purpose of social welfare. So, we can say
that Vimal Dairy is co-operative sector, as it is not operated with the main purpose of profit.
2.5 Profiling of all department in the Vimal Dairy:-
Chairman :- Shri Chandubhai I. Patel
Whole time Directors :- Shri Jayeshbhai C. Patel
Technical Directors :- Shri C. V. Patel
Chief Accountant :- Shri Babubhai Patel
Financial Manager :- Shri Mahendrabhai Patel
Marketing Manager :- Shri Dashrathbahi Patel
Company Secretary :- Shri Jigneshbhai Maniyar
General Manager :- Shri K. K. Soni
Manager (Procurement) :- Shri Ashokbhai
Manager (Production) :- Shri Dineshbhai Pandya
Manager ( R&D, D.C.) :- Shri D. B. Patel
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Production Department:-
Production department refers to the volume, value or quality of the goods and services
produces in a given period by a worker plant firm or economy. It is the sum of the results
achieved by the various factors used together. There for in words it could be said that
production is the process of transferring raw material or purchased components into finished
products for sale.
“Production Management is the process of planning, organizationing, directing, controlling
and the activities of the production function is the conversion of raw-material into finished
goods.”
PRODUCTS OF THE COMPANY13
1. MILK
Vimal Pasteurised milk
Thick and Pure, Fresh and Sure…
Vimal does allure…
Vimal Milk – a perfect blend of good health and wholesome taste. It's an ideal choice for
people in search of a nutritive balanced diet that does not compromise on taste. It is the right
way to stay fit and fine, jolly and cheerful.
13
http://www.vimaldairy.com/product.html
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2. CHEESE
Vimal processed Cheese
Vimal Dairy presents yummy Cheese made from freshly collected milk. Vimal Dairy Cheese
with its great taste and creamy, soft texture is a perfect ingredient and base for a lot of
different items. Currently, available in following box packing: (1) 200 gm, (2) 400 gm and
(3) 1 kg.
1. MOZZARELLA CHEESE
Vimal Pizza Cheese
Vimal is introducing genuine Mozzarella Cheese for pizzas & other exotic dishes. Vimal
Pizza Cheese has Moist, Soft, Elastic texture and has a very timely surface sheen and when
fresh, it has a slightly salty blandish taste and pleasant aroma. Because of its stretch ability ,
i.e. ability to form strings when hot, this cheese is ideal for preparing Lasagna, Veal, Cutlet,
All Paramagnet and as a topping on pizzas. When baked along with pizzas, it melts
uniformly, beautifully engulfing all other ingredients of the pizza surface. Vimal Mozzarella
is an excellent source of milk proteins, which are palatable. Currently, available in 200gm
and 500gm box packing.
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2. PANEER
Vimal Fresh Paneer
"Richer, Softer, Better" Paneer made out of fresh milk. Automated production process giving
Hygienic Fresh Paneer unlike the locally made Paneer & being sold in open.
3. VIMAL FRESH FROZEN PANEER
"Richer, Softer, Better" Paneer made out of fresh milk. Automated production process giving
Hygienic Fresh Paneer unlike the locally made Paneer & being sold in open. Most convenient
form of diced / Block Fresh Paneer which can be stored in deep freeze for usage at any time.
4. GHEES
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Vimal pure daanedaar Ghee
White Daanedaar Ghee… Every housewife's dream…
From Pure buffalo milk… Flavour… Aroma… Taste… Thickness…
Vimal Dairy Ghee is available in one liter tin, half liter polypack, 5 liter tin and also in 15
liter tin. All the packs are carefully packed to ensure that the rich flavour and aroma of Vimal
Dairy Ghee gets sealed in and remains intact for you to savour and enjoy.
5. BUTTER
Vimal Table and White Butter
It‟s Delicious. It‟s Creamy. And it‟s so easy to spread. Available in 100 gm and 500 gm
packs, Vimal Dairy Butter is produced under totally hygienic conditions using Vimal Dairy‟s
wholesome milk. Special Features: Made from fresh cream by modern continuous butter
making machines. Marketed in India since last decade.
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6. MILK POWDER
Vimal skimmed milk powder
Milk Powder made from Skimmed Milk, Vitamins D
Special Features:
The product is creamy white in colour: Marketed in India since last decade.
7. DAHI
Vimal pasteurised Dahi (Curd)
Firm and Consistent, Thick and Uniform...
Quality is visible here...Vimal Dairy Dahi believes in being natural!!! Yes, NO
preservatives... Made from pasteurised standardized milk which contains 4.5 % milk fat and
10 % milk SNF... Not only does it taste great, it also aids in digestion by maintaining
balanced micro flora in the intestine and suppressing the growth of undesirable pathogenic
bacteria. Available in 200 gm Pouch and 200 gm Cup.
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8. FLAVOURED MILK
Vimal Cheers: flavoured milk
Vimal Dairy Ltd. Introduces Vimal Cheers sterilized and homogenized flavoured milk. Vimal
Cheers is rich in proteins, calcium & it has all the goodness of pure milk & tastes great when
served chilled. Vimal Cheers is the ideal thrust quencher apart from being a health and energy
drink. Vimal Cheers is available in 200ml attractive glass bottle having in three different
flavours Kesar, Elaichi & Chocolate at present and many more flavoures like Mango,
Strawberry, and Coffee etc. will be available within couple of Weeks.
9. VIMAL ICE – CREAM
Vimal Ice Cream
Here's some good news for ice-creams enthusiasts!
Vimal has recently introduced best quality ice creams with a wide range of flavours in
different packing like cups, candies, cones, party packs, bulk packs under the brand name of
Vimal.
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10. VIMAL SHRIKHAND
A popular sweet across India, Shrikhand has been one on Vimal Dairy's strengths since the
beginning. Made from creamy thick yoghurt, Vimal Dairy Shrikhand comes in many mouth-
watering flavors. In a sentence, it will melt in your mouth, leaving a delicious taste lingering!
It is available in the popular flavors
So come, dig in our Shrikhand and let your taste-buds rejoice!
Marketing Department:-
“Marketing is a process of planning and executive the conception, pricing, promotions and
distribution of ideas, goods and services, to create exchanges that satisfy individual and
organizational objectives.”
Human Resources Department:-
“Management is planning, organizing, directing and controlling of the procurement,
development, compensation, integration, maintenance and separation of human resource to
the end individual, organizational and social objectives are accomplished.
Finance Department:-
Finance is that administrative area or asset of administrative function in the organization,
which related with arrangement of cash and credit, so that organization may have the means
to car out, is objectives as satisfactory as possible.
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ORGANIZATION CHART OF THE COMPANY
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Literature Review
A study was carried out by Mr. S.P. Karuppasamy Pandian, S.P.Nivetha Varathani,
V.Keerthivasan (August 2012) on the titled “An Empirical Study On “Consumer Perception
Towards Branded Shirts In Trichy City” it conclude that, India is witnessing change in life
styles of large section of the population. The need to understand the emerging markets and
consumers has become a big challenge for the corporate world especially in creating and
managing a powerful brand. By developing a powerful brand, corporate can establish 'brand
equity and the equity assists firms in a variety of ways to manage competition and to maintain
market share. Due to the globalization process, Indians are getting attracted to readymade
dresses, particularly Multinational brands. Buying behavior of men on branded shirts is
changing one. Number of people visits the showroom with a brand in mind because the
quality and comfort of that brand are suitable for them. It becomes important for the
marketers to understand these relationships for successful design and execution of branding
strategies.
A study was carried out by Vivek Srivastava (2011) on the titled “A study of Brand
Awareness and Customer Perception of MAHARAJA WHITELINE Products” it conclude
that, India being the Second largest growing economy with huge consumer class has resulted
in consumer durables. The rising income levels double-income families and consumer
awareness are the main growth drivers for the industries. The Domestic Appliances Market is
of Rs. 2000 cr. With this the overall the domestic appliances industry growing @ 15-20% In
which companies of Organized sector like Philips, Maharaja Whiteline, Bajaj, Inalsa, Singer,
Usha and some Regional Players also took part in this growth. Over the last few years many
of companies have greatly improved their performance & the graph of growth through
superior sales promotion services. (Srivastva, 2011)
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A study was carried out by Harry M. Kaiser, Clifford W. Scherer, and David M. Barbano
(1992) on the titled “Consumer Perceptions and Attitudes towards Bovine Somatotropin” it
conclude that, This article investigates the possible negative effects of bovine Somatotropin
(bST) and antibiotic use in cows on fluid-milk consumption in New York State. Based on
data from a consumer survey, the potential change in milk consumption due to bST and
antibiotic use is estimated. In addition, the current perceptions of consumers about bST and
antibiotics are measured, and the significant socioeconomic, demographic, and attitudinal
characteristics of consumers that are related to their milk-consumption response to bST are
identified. Depending upon consumer awareness of bST, the results indicate that milk
consumption in New York State could decrease by 5,5% to 15.6% if bST is approved. The
results also suggest that antibiotic use in cows could decrease milk consumption by 1.6% to
7%, depending upon consumer awareness; A major implication is that education will likely
play an important role in influencing consumers‟ attitudes and perceptions about both bST
and antibiotics. (Harry M. Kaiser, 1992 )
A study was carried out by Dr.S.SUDHAGAR (July-Aug. 2012) on the titled “A Study on
Perception and Awareness on Credit Cards among Bank Customers in Krishnagiri District” it
conclude that, A credit card is a small plastic card issued to users as a system of payment. It
allows its holder to buy goods and services based on the holder's promise to pay for these
goods and services. The issuer of the card creates a revolving account and grants a line of
credit to the consumer (or the user) from which the user can borrow money for payment to a
merchant or as a cash advance to the user. (Dr.S.SUDHAGAR, July-Aug. 2012)
A study was carried out by Sohail Ayyaz, Hammad Badar, Abdul Ghafoor (Jan-June 2011)
on the titled “Level and Determinants of Consumers‟ Perception of Packed Milk in Pakistan”
it conclude that, The results of the study indicate that consumers mostly perceive packed milk
relatively better due to its various quality attributes. The estimated ordered logistic regression
model reveal that younger, married and male consumers irrespective of education level have
greater preferences for packed milk. The study suggests that government should encourage
and promote investment in milk processing industry in Pakistan. The milk processing and
marketing companies should further improve various milk quality attributes and offer packed
milk at fair price in the markets. (Sohail Ayyaz, Jan-June 2011)
S.V. Institute Of Management, Kadi
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A study was carried out by Dr. Qian Sun, Naren Sridhar , Mark O‟Brien (23-26 April 2009)
on the titled “CONSUMER PERCEPTION OF PRODUCT STIMULI” it conclude that, (i) a
psychological approach towards understanding Indian consumer associations is both possible
and can act as an important tool in determining consumer needs. (ii) „Visual Aesthetics‟ is
one of the key factors in the decision making process of the Indian consumer, however,
„extrinsic‟ factorsv are still not as significant a contributor as „intrinsic‟ factors such as
product visuals and features. (Dr. Qian Sun, 23-26 April 2009)
A study was carried out by Ms. Richa Pandit, Ms. Devina Upadhyay (Sep 2012) on the titled
“Consumer Perception Towards 3G Mobile Technologies” it conclude that As per the survey
speed of 3G mobile technology is higher than other generations of technologies in India,
Smart phones are more suitable for using 3G technologies than mobile phones in India ,
Additional facilities like video calling, mobile television, telemedicine, improved music
quality, etc. are having edge over other generation technologies\ , Using Applications in 3G
Handsets is more complex than other 2G handsets, 3G mobile technologies focus on all
facilities in euivalent manner including internet facility, 3G phones do not have of hardware
and software faults. So we can say that there are no differences in the consumers` usage
pattern of 3G mobile technologies in Ahmedabad. Consumers` perception towards 3G mobile
technologies does not change as per their age, income and occupation in India. (Ms. Richa
Pandit, Sep 2012)
A study was carried out by Mr. Bulent Ergonu (August 2013) on the titled “Consumer
awareness and perception to food safety‟‟ it conclude that A consumer analysis
Relationships among the main food safety concerns and food consumption habits of 600
consumers living in Manisa City center, Turkey were evaluated. Respondents were
interviewed face-to-face by a structured questionnaire. Sixty six questions under different
groups (demographics of respondents, food safety perceptions, and awareness of food-borne
illnesses, contaminants of foods and hazards, sources of food safety information, confidence
in food safety authorities, food handling and safety practices at homes) were asked in the
interview. Food handling practices and food safety are of public concern, and action is
required to prevent the food-borne illnesses. It was seen that, TV and radio programs are
important media for sharing the knowledge of food safety with consumers.
S.V. Institute Of Management, Kadi
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We determined the awareness of the Turkish consumers in terms of food safety. Study
indicated the need for more education regarding safe food handling practices. This subject of
public concern and action is required to prevent food-borne illnesses. TV and radio are
important media for sharing the knowledge of food safety. Government publications are more
trusted by the consumers. (Ergonu, 2013)
A study was carried out by Adele martins, Nico martins, Martins s.olivier (2001) on the
titled, “Consumer Perception of Electronic - commerce. Consumers‟ concerns about
conducting electronic business transactions and the risks involved have a vital impact on the
transition of electronic business. This paper deals mainly with consumers‟ willingness to
conduct Electronic-commerce and their knowledge of the security measures used in online
transactions. In an inferential survey Human Resource (HR) and Information Technology
(IT) consumers‟ perceptions of buying products and services and giving credit card
information over the Internet were compared. The results allow one to conclude that
consumers generally do not trust the security of Electronic-commerce. It was also found that
IT respondents have a better knowledge of security measures used during online transactions
than HR respondents, but are still not significantly more willing to conduct Electronic-
commerce. The conclusion drawn that it is not so much the lack of knowledge of security
measures that has an impact on consumers‟ perceptions, but rather the issue of trust that
needs to be addressed. (Olivier, 2001)
A study was carried out by Mrs. Neela badrie, Ahilya gobin ,Shakti dookeran, and Rachel
Duncan (2006) titled on , “Consumer awareness and perception to food safety hazards in
Trinidad, west indies” it conclude that there was no distnict (p>0.05) trust in food safety
authorities, gender had (p>0.05) no influence on response. The study highlighted gaps in food
safety knowledge and critical violations in food hanling. (Duncan, 2006)
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Introduction about Customer Awareness and Perception
4.1 Define Customer Awareness:-
Customer awareness is making the customer aware of His/her rights. Consumer awareness it
a marketing term. It means that consumers note or are aware of products or services, its
characteristics and the other marketing P's (place to buy, price, and promotion). 14
Usually commercials and ads increase consumer awareness, as well as "word of mouth" (a
comment from someone you know about a product or service).
AWARENESS: "A person with awareness would likely be able to report on his or her
internal and external states."15
Need of Consumer Awareness
It has been observed that the people for, whom various schemes have been taken up by
Bureau of Indian Standards (BIS), in fact, do not get benefit as expected. This is mainly
because they are not fully aware of these schemes and their benefits. Also, only
knowledgeable and alert consumers aware of their rights and responsibilities can protect
themselves effectively. The need of the hour is, therefore, to educate the common consumers
particularly those in rural areas who are more susceptible to exploitation. Once they are
educated and made aware of the schemes that have been drawn up for their benefit and also
the redressal forum that is available, the benefit of various schemes, in true sense, will reach
the common consumers of the country. It is, therefore, our bounden duty to play our part
jointly and effectively in disseminating various schemes to the common consumers of the
country. In this regard, the role of the voluntary consumer organizations, consumer activists,
non-governmental organizations, educational institutions and media cannot be ignored. 16
14
http://in.answers.yahoo.com/question 15
http://psychologydictionary.org/awareness 16
http://iimm.org
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Making existing and potential customers knowledgeable about products/services, consumer
awareness programs create more informed buying decisions. Consumers cannot purchase
products and services if they do not know they exist. A lack of consumer awareness in any
industry can harm sales. If specific products and services are better known, those products
and services will remain on the front line in sales. Therefore, it is important to implement
consumer awareness programs that will introduce and make the target audience aware of the
products and services a company offers. Consumer awareness programs can be initiated
through the utilization of flyers, brochures, television, radio, guides, fact sheets, information
posted to a Web site, school programs, and other sources depending upon the topic and the
message delivered.
We need it so we will not be misled by producers, it explains if what we buy is worth to our
money and not harmful to us and to environment.
Many people are ignorant of their rights to get protected against the exploitation by so many
others. So when there is a forum for such redress of grievances there seems to be no such
exploitation by many; and becomes a rare one. So in order to get a clear picture of the level of
exploitation of consumers, the awareness is required.
Customer Awareness in Rural India
On account of the globalization and liberalization increase in middle income and high income
population in the villages our rural markets are also expanding. So companies are reaching
with their products to our rural markets as well. But the rural consumers in India are
generally ignorant and illiterate. So they are exploited by the manufacturers, traders and
service providers. Rural consumers face problems like fake brands spurious products, lack
warranties and guarantees, imitation, unreasonable pricing, lack of varieties and so on.
There is a need for spreading consumer awareness in the rural areas more seriously.
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4.2 Define Customer Perception:-
Perception is the process by which people translate sensory impressions into a coherent and
unified view of the world around them. Though necessarily based on incomplete and
unverified (or unreliable) information, perception is equated with reality for most practical
purposes and guides human behavior in general.17
Since the rise of experimental psychology in the late 19th Century, psychology's
understanding of perception has progressed by combining a variety of techniques.[3]
Psychophysics measures the effect on perception of varying the physical qualities of the
input. Sensory neuroscience studies the brain mechanisms underlying perception. Perceptual
systems can also be studied computationally, in terms of the information they process.
Perceptual issues in philosophy include the extent to which sensory qualities such as sounds,
smells or colors exist in objective reality rather than the mind of the perceiver.[3]
Perception (from the Latin perceptio, percipio) is the organization, identification, and
interpretation of sensory information in order to fabricate a mental representation through the
process of transduction, which sensors in the body transform signals from the environment
into encoded neural signals.18
All perception involves signals in the nervous system, which in
turn result from physical stimulation of the sense organs.19
For example, vision involves light
striking the retinas of the eyes, smell is mediated by odor molecules and hearing involves
pressure waves. Perception is not the passive receipt of these signals, but can be shaped by
learning, memory and expectation.20
Perception is an active information process, which allows us to organised, interpret, and
ultimately act upon sensory information coming to us from our outside world.21
17
http://www.businessdictionary.com/definition/perception.html 18
Schacter, Daniel (2011). Psychology. Worth Publishers 19
Goldstein (2009) pp. 5–7 20 Gregory, Richard. "Perception" in Gregory, Zangwill (1987) pp. 598–601
21
http://www.gerardkeegan.co.uk/glossary/gloss_a.htm
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RESEARCH METHODOLOGY
We are students of S. V. Institute of Management, Kadi pursuing First year MBA. As a part
of our curriculum we have to undertake a Management Research Project for duration of 7–8
weeks in a company. We are keenly interested to carry out this project in Vimal Dairy Ltd.
5.1 Research Title:-
“A Study on Customer Awareness and Perception towards the Products of Vimal Dairy:
A Specific focus on Rural Ares”
5.2 Research Objectives:-
Primary Objective
1. To find out the consumers awareness & Perception toward the product of vimal dairy.
Secondary Objective
1. To know the customer‟s preference towards vimal dairy.
2. To know the brand image of vimal dairy product in consumers mind.
3. To know the consumers expectation from vimal dairy product.
4. To know on what basis consumers purchase the vimal dairy product.
5. To know consumer perception regarding product price and also what they think
about the product.
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5.3 Research Type:-
Research is basically of two types:
• Basic Research
• Applied Research
Basic research is undertaken for increase in knowledge. There is no direct benefit as it is
search for the sake of research. It is conducted to satisfy any curiosity such as what makes
things happens? Why society changes? In fact, it is the source of most new theories,
principals and ideas. There is no commercial value to the discoveries resulting from such
research.
Applied research is use of basic research or past theories, knowledge and method for solving
an existing problem. It deals with practical problems. It is opposed to pure research which is
not problem oriented. In the present world situation more emphasis is being given to applied
research to solve problems arising out of over population and scarcity of natural resources.
Applied research sore saw that product would have limited market and stressed on cost
cutting, reduced weight and long distance communication For the research study here we
have used the “Applied Research”. As, the result of the study will be used for the next
research and also according to the study the implication of the result will be done in near
future.
In our research study we used the “Applied Research”.
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5.4 Research Design:-
There are mainly two types of research design
1. Exploratory research design
2. Conclusive research design
Conclusive research design includes
1. Descriptive research
2. Experimental (Causal) research
The present study is a Descriptive research conducted in the North Gujarat region. It
specifically focuses on consumer awareness and perception‟ about Vimal Dairy Product.
5.5 Data Source:-
1. Primary source
2. Secondary source
5.6 Data Collection Methods:-
1. Primary Data (Survey)
2. Secondary Data (From Company & Website)
!
1) Primary Data:
Primary Data are organized by researcher for the specific purpose of addressing the
problem at hand.
Here the customers will be surveyed to collect the primary data.
Tools used for Collection of Data: - Questionnaire
2) Secondary Data:
Secondary Data are data that have already been collected for purposes other than the
problem at hand.
Tools used for Collection of Data :- a) Websites
Internet – http://www.vimaldairy.com
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5.7 Population:-
Population Definition:
A person having engaged in dairy activity and have an experience of growing
different varieties of dairy products
Population Size:
In our survey populations are North Gujarat Region.
5.8 Sampling Methods:-
1. Probability Sampling
2. Non-Probability Sampling
We have used non-probability sampling method because it is relied on the personal
judgment of the researcher. In that convenience sampling is used in Project Study.
Convenience Sampling:
A non-probability sampling technique that attempts to obtain a sample of convenient e
lements. The selection of sampling units is left primarily to the interviewer.
5.9 Sampling Size:-
384 (95% Significance Level and 5% Probable Error )
=
= (1.96)² (0.5)(0.5)
(0.5)²
= 384
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5.10 Analytical Techniques And Tools Applied:-
Analytical Techniques Applied:
1. Descriptive Statistics
2. Reliability Analysis
3. Chi – Square Analysis
4. Anova Test
5. Independent t Test
6. Factor Analysis
7. Rank Analysis
8. Mean Score
9. Weighted Average
TOOLS Applied:-
1. SPSS 18
2. MS EXCEL.2010
5.11 Limitation Of Study:-
The time duration was limited to 7-8 weeks.
Responses of consumer might be bias towards company.
Geographical constraint: There was geographical constrain because the survey has
been done from only North Gujarat Region.
The sample size which we selected was only 384.which was not large enough to give
accurate report.
The data obtained from secondary source leaves less validity and reliability with
respect to secondary data published in particular time with respect to our current
report.
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6.1 Data Analysis and Interpretation:-
Q.1 Are you aware about vimal dairy products?
Table 2 – No of respondents aware of the vimal dairy products
Chart 1 - Awareness about vimal dairy products
Interpretation:
From the above chart it can be interpreted that from the sample size taken for survey all the
respondents are awarded about the Product of Vimal Dairy. Because the survey was
conducted only for those respondent who use the Products of the Vimal Dairy. And in this
survey all the respondents included in sample size are aware about the Vimal Dairy Products.
Among the sample size 384 the 100% respondent aware about the Products of Vimal Dairy.
100%
0
Aware of vimal dairy products
Yes
No
Particulars No of Respondents Percentage (%)
Yes 384 100%
No 0 0
Total 384 100%
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Q.2 How did you come to know about Products of Vimal Dairy? (Multiple)
Table 3 – Know through the Different media of the vimal dairy products
Media No. of Respondents Percentage (%)
Television 125 33%
Hoarding 200 52%
Magazine 165 43%
Friends 250 65%
Website 75 20%
Other 25 7%
Chart 2 – Know through the Different media of the vimal dairy products
Interpretation:
From the above diagram it is to be interpreted that from the selected sample size for the
survey, most of the response of respondents are know through the friends and hoardings. So it
is the best media to advertise or awareness creates of the different varieties of products of the
vimal dairy among the customers.
33%
52%
43%
65%
20%
7%
0%
10%
20%
30%
40%
50%
60%
70%
Television Hoarding Magazine Friends Website Other
No. of Respondensts (%)
Media
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Q.3 Which Products of Vimal Dairy are you aware of? (Multiple)
Table 4 - No. Of Respondents aware about different products of Vimal dairy
Chart 3 –No. Of Respondents aware about different products of Vimal dairy
Interpretation:
From the above diagram interpreted that milk and butter milk product which is most of the
customer aware and some of the know about the vimal Shrikhand and flavoured milk, so
survey also interpret that the products of vimal dairy in milk which is highly aware.
91%
35% 39%51% 46%
31%42%
31%
67%
46%
13% 8%
0%
20%
40%
60%
80%
100%
No. Of Respondents (%)
Products
Products No. Of Respondents Percentage (%)
Milk 350 91%
Butter 135 35%
Milk powder 150 39%
Ghee 195 51%
Cheese 178 46%
Paneer 120 31%
Dahi 160 42%
Ice-cream 120 31%
Butter milk 259 67%
Mozzarella cheese 178 46%
Flavored milk 50 13%
Vimal Shrikhand 30 8%
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Q.4 Are you using Vimal Dairy Products?
Table 5 – No. Of Respondents Consume the Products of Vimal Dairy
Chart 4 – No. Of Respondents Consume the Products of Vimal Dairy
Interpretation:
Here above chart show that the all customers are using the Vimal Dairy Products. Means in
the survey all respondents are using the products of Vimal Dairy. Here we take only the
sample like which is using the vimal dairy products.
100%
0%
No. Of Respondents Consume (%)
Yes
No
Particulars No of Respondents Percentage (%)
Yes 384 100%
No 0 0
Total 384 100%
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Q.5 Since how long are you using Vimal Dairy Products?
Table 6 – No. Of Respodents using Vimal Dairy Products some year duration
Chart 5- No. Of Respodents using Vimal Dairy Products some year duration
Interpretation:
We aksed to the respondents that how long they using the products of Vimal Dairy. We can
see that Milk and ButterMilk are using last 3 or more than 3 years while Dahi 1 to 2 years and
rest of products are using 1 or more than 1 years. So we can say that market of Milk and
Butter Milk are strong or more using than other products of Vimal Dairy.
Product 0-1 year 1-2 year 3-4 year >4 year
Milk 60 80 145 50
Milkpowder 22 40 16 25
Cheese 18 30 9 3
Dahi 35 70 20 5
Buttermilk 95 75 110 60
Butter 40 15 15 20
Paneer 20 40 35 25
Ghee 15 32 3 7
Icecream 60 19 4 6
Mozzarella cheese 25 6 5 3
Flavoured milk 6 10 10 4
Vimal Shrikhand 6 3 4 3
0
50
100
150
200
250
300
350
>4 year
3-4 year
1-2 year
0-1 year
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Q.6 Which promotional scheme attracts you while purchasing Vimal dairy products?
Table 7 – Promotional Schemes attract the customer during the purchase
Chart 6 - Promotional Schemes attract the customer during the purchase
Scheme Highly
Attractive
Attractive Neutral Not
Attractive
Not at all
Attractive
Discount 250 120 25 26 10
Gift
Coupon
60 190 120 30 5
Cash back 11 80 124 135 40
0
50
100
150
200
250
H.A A N NA NAL
Discount
gift coupon
cash back
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Table 8 -Descriptive Stat. Of Promotional Schemes that attract the customer purchase
Scheme Mean Std.Deviation
Discount 1.45 0.644
Gift coupon 2.28 0.848
Cash back 3.21 0.977
Interpretation:
Before purchasing the products of the dairy every customer consider the affected Promotional
Scheme and then purchase the product accordingly to it. Here in this question customers are
show their preference about the various promotional schemes. Above diagram show that
customers are preferred more or first „Discount „Second preferred scheme is „Gift Coupon‟
and third „Cash Back‟ are the least preferred schemes.
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Q.7 Which factors influence you while purchasing Vimal Dairy Products?
Table 9 - Influencing the factors that affect the customer during purchase of product
Factors Highly
Influence
Influence Neutral Not
Influence
Not at all
Influence
Price 216 160 8 0 0
Quality 200 145 36 3 0
Quantity 106 115 132 31 0
Brand 175 128 50 23 8
Availability 58 126 150 50 0
Packaging 37 104 142 89 12
Promotional
Scheme
35 112 172 58 7
Taste 188 124 63 6 3
Chart 7 - Influencing the factors that affect the customer during purchase of product
0
50
100
150
200
250
300
350
400
Not at all Influence
Not Influence
Neutral
Influence
Highly Influence
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Table 10 - Descriptive Stat. of factors that affect the customer during purchase of
product
Factors Mean Std. Deviation
Price 1.47 .540
Quality 1.54 .657
Quantity 2.29 1.030
Brand 1.68 .738
Availability 2.59 .946
Packaging 2.89 1.022
Promotional Scheme 2.75 .903
Taste 1.73 .789
Interpretation:
From the above diagram show that the Price, Quality & taste of the vimal dairy products are
highly influence compare to other factor. And also Brand, availability and other factors are
also influence while purchasing the products of vimal dairy. Because now a day customer are
well known and aware of the price and other factors of the other brand products. And also
during the purchsing more than one factor are also affected to the customer.
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Q.8 Who makes decision regarding purchase of Vimal Dairy Products?
Table 11 - No. Of Respondents makes decision for purchasing products of vimal dairy
Decision Takers No. Of Respondets Percentage (%)
Wife 17 4%
Husband 12 3%
Son/Daughter 18 5%
Father 85 22%
Mother 27 7%
Myself 225 59%
Total 384 100%
Chart 8 - No. Of Respondents makes decision for purchasing products of vimal dairy
Wife
4%Husband
3%Son/Daughter
5%
Father
22%
Mother
7%
Myself
59%
No. Of Respondents (%)
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Interpritation: In this above chart show that the most of the respondents means 225 out of
384 means 59% are take decision his or her self. After second 22% are take decision by father
while remaining decision take by Mother, Wife, Husband and Son/Daughter.
Q.9 Which attribute in the product makes you to buy products of Vimal Dairy?
(Rank from 1 to 5) (1 for most important & 5 for less important )
MILK
Table 12 - Different attributes are considered at time of purchsing products
Factors Highly
Important
Important Moderate Not
Important
Not at
all
Price 126 107 17 2 0
Quality 18 59 127 47 2
Quantity 21 59 106 65 2
Brand 85 128 34 5 0
Availability 174 49 22 6 2
Packaging 18 68 87 60 20
Promotional
Scheme
90 50 60 70 30
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Chart 9 - Different attributes are considered at time of purchsing products
Table 13 - Descriptive Stat. of attributes are considered at time of purchsing products
020406080
100120140160180
Response of Respondent about Milk
Highly Important
Important
Moderate
Not Important
Not at all
Features Mean Std. Deviation
Price 1.57 .632
Quality 2.83 .827
Quantity 2.87 .902
Brand 1.83 .712
Availability 1.45 .797
Packaging 2.99 1.045
Promotional Scheme 3.20 .956
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Interpritation:
Here Availability and Price Highly Important during the purchasing the product. Rest of are
Important, Moderate, Not Important and Not at all. Also we can say that customer give first
preference to the availability of products because if any person wish to purchase but near not
available the product so person purchase the another brand product.
MILK POWDER
Table 14 - Different attributes are considered at time of purchsing products
Chart 10 - Different attributes are considered at time of purchsing products
Factors Highly
Important
Important Moderate Not
Important
Not at
all
Price 25 20 7 0 0
Quality 7 16 25 5 0
Quantity 8 15 13 12 4
Brand 25 20 5 1 0
Availability 21 16 6 3 1
Packaging 5 16 14 8 3
Promotional
Scheme
5 15 12 7 2
0
5
10
15
20
25
Highly Important
Important
Moderate
Not Important
Not at all
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Table 15 - Descriptive Stat. Of attributes are considered at time of purchsing
Interpritation:
Before purchasing the Products of the dairy every customers consider the affected factor and
then purchase the product accordingly to it.
As per the diagram and Table we can say that Price, Quality and Brand are most consider by
the customers at the time of purchasing Vimal Dairy Products. Because price and Quality are
most important factors which consider more. Availability and rest of factors are come after.
Features Mean Std. Deviation
Price 1.61 .606
Quality 2.54 .751
Quantity 2.76 1.037
Brand 1.76 .705
Availabilty 1.83 .973
Packaging 2.72 1.047
Promotional Scheme 2.85 1.053
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CHEESE
Table 16 - Different attributes are considered at time of purchsing products
Chart 11 - Different attributes are considered at time of purchsing products
0
5
10
15
20
25
30
35
40
45
Highly Important
Important
Moderate
Not Important
Not at all
Factors Highly
Important
Important Moderate Not
Important
Not at
all
Price 20 38 5 0 0
Quality 7 10 30 12 4
Quantity 7 17 30 7 0
Brand 20 18 15 10 0
Availability 45 11 2 5 0
Packaging 15 30 9 5 4
Promotional
Scheme
12 10 25 10 6
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Table 17 - Descriptive Stat. Of attributes are considered at time of purchsing
Mean Std. Deviation
Price 1.76 .588
Quality 2.78 .832
Quantity 2.56 .876
Brand 2.00 .933
Availability 1.48 .895
Packaging 3.13 .907
Promotional Scheme 3.29 1.054
Interpritation:
Customers puarchase the cheese before they see that availability,price and after see that the
quantity and quality of cheese. So availability of the products at the store or parlour is most
require and quality is see by customers.
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DAHI
Table 18 - Different attributes are considered at time of purchsing products
Chart 12 - Different attributes are considered at time of purchsing products
Factor Highly
Important
Important Moderate Not
Important
Not at
all
Price 60 40 7 0 0
Quality 5 25 55 22 0
Quantity 10 20 50 25 2
Brand 12 32 25 30 8
Availability 65 26 11 3 2
Packaging 12 26 45 16 8
Promotional
Scheme
6 21 40 22 18
0
10
20
30
40
50
60
70
Highly Important
Important
Moderate
Not Important
Not at all
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Table 19 - Descriptive Stat. Of attributes are considered at time of purchsing
Interpritation:
Here Dahi products purchase before customers see that avilable or not and yes so how much
quantity are there and how much price also. Means is criteria of the customers are there. So
we can say that avilability,price and also quantity, quality are also most important during the
purchasing the product Dahi.
Mean Std.
Deviation
Price 1.54 .554
Quality 2.88 .749
Quantity 2.89 .935
Brand 2.94 1.123
Availability 1.61 .919
Packaging 2.85 1.071
Promotional Scheme 3.23 1.121
S.V. Institute Of Management, Kadi
51
BUTTER MILK
Table 20 - Different attributes are considered at time of purchsing products
Chart 13 - Different attributes are considered at time of purchsing products
Factor Highly
Important
Important Moderate Not
Important
Not at
all
Price 84 91 15 1 0
Quality 7 52 110 22 0
Quantity 12 43 70 70 1
Brand 22 56 60 36 16
Availability 104 64 9 8 5
Packaging 19 53 80 24 14
Promotional
Scheme
8 42 85 40 15
0
20
40
60
80
100
120
Highly Important
Important
Moderate
Not Important
Not at all
S.V. Institute Of Management, Kadi
52
Table 21 - Descriptive Stat. Of attributes are considered at time of purchsing
Mean Std. Deviation
Price 1.65 .647
Quality 2.77 .695
Quantity 3.02 .920
Brand 2.85 1.144
Availabilty 1.70 1.011
Packaging 2.82 1.053
Promotional Scheme 3.15 .929
Interpritation:
Before the purchasing the Butter Milk, customers are see first that quality and availability.
Means we can say that quality of the products are good compaire to the other brand. So
customer is attract more due to the quality and availability at the store or parlour. So
company require to strong the distribution or quality to be maintain is require.
S.V. Institute Of Management, Kadi
53
BUTTER
Table 22 - Different attributes are considered at time of purchsing products
Chart 14- Different attributes are considered at time of purchsing products
0
5
10
15
20
25
Highly Important
Important
Moderate
Not Important
Not at all
Factor Highly
Important
Important Moderate Not
Important
Not at
all
Price 20 15 7 0 0
Quality 14 18 10 0 0
Quantity 4 3 22 11 2
Brand 20 8 5 7 2
Availability 18 10 9 4 0
Packaging 19 10 6 3 4
Promotional
Scheme
7 20 5 5 5
S.V. Institute Of Management, Kadi
54
Table 23 - Descriptive Stat. Of attributes are considered at time of purchsing
Interpritation:
As per chart we see say that cutomers give first rank more means highly important the
price,brand,availability and packaging. Mens price, brand, availability and packaging first see
the customers. Customer now a day more preffered the availability because nobody have time
go ahead or more distance. Nearness of the availibility of the products available is most
require.
Mean Std. Deviation
Price 1.78 .750
Qualiyy 2.78 .672
Quantity 2.95 .911
Brand 1.78 .630
Availabilty 1.89 1.022
Packaging 2.49 .932
promotional scheme 3.16 .834
S.V. Institute Of Management, Kadi
55
PANEER
Table 24 - Different attributes are considered at time of purchsing products
Chart 15- Different attributes are considered at time of purchsing products
Factors Highly
Important
Important Moderate Not
Important
Not at
all
Price 39 35 12 0 0
Quality 22 50 12 0 0
Quantity 6 26 25 20 0
Brand 25 27 20 1 0
Availability 50 20 10 6 0
Packaging 10 20 30 25 5
Promotional
Scheme
5 20 30 14 10
05
101520253035404550
Highly Important
Important
Moderate
Not Important
Not at all
S.V. Institute Of Management, Kadi
56
Table 25- Descriptive Stat. Of attributes are considered at time of purchsing
Interpritation:
During the purchasing of Paneer customers are see that the avilable or not if yes so how
much price of the paneer is. After more rank give to the Quality of the product. And rest of
factors are moderate. So require is that the avilability of products at a parlour or store is most
important are there.
Mean Std.
Deviation
Price 1.67 .694
Quality 2.91 .680
Quantity 2.93 1.049
Brand 2.03 .789
Availability 1.70 1.007
Packaging 2.91 1.102
promotional scheme 3.12 1.089
S.V. Institute Of Management, Kadi
57
GHEE
Table 26 - Different attributes are considered at time of purchsing products
Chart 16- Different attributes are considered at time of purchsing products
Factors Highly
Important
Important Moderate Not
Important
Not at
all
Price 15 10 2 0 0
Quality 16 6 5 0 0
Quantity 12 8 5 2 0
Brand 16 10 1 0 0
Availability 14 5 3 5 0
Packaging 18 4 2 1 0
Promotional
Scheme
2 16 4 2 3
0
2
4
6
8
10
12
14
16
18
Highly Important
Important
Moderate
Not Important
Not at all
S.V. Institute Of Management, Kadi
58
Table 27 - Descriptive Stat. Of attributes are considered at time of purchsing
Mean Std. Deviation
Price 1.75 .847
Quality 2.58 .654
Quantity 2.83 .702
Brand 3.42 .974
Availabilty 1.92 1.213
Packaging 2.33 .637
Promotional Scheme 3.17 .917
Interpritation:
As per the chart customer give highly important to the price, quality, quantity, brand,
availability and packaging. Means during the purchasing of Ghee customers cosider the all
factors. So it is most important are there. Because customer equally see the all factors of the
products.
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59
ICE-CREAM
Table 28 - Different attributes are considered at time of purchsing products
Chart 17- Different attributes are considered at time of purchsing products
0
5
10
15
20
25
30
35
Highly Important
Important
Moderate
Not Important
Not at all
Factors Highly
Important
Important Moderate Not
Important
Not at
all
Price 35 24 1 0 0
Quality 5 15 20 10 10
Quantity 10 20 14 16 2
Brand 22 24 15 0 0
Availability 30 16 7 3 5
Packaging 5 20 15 13 8
Promotional
Scheme
3 7 25 15 10
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60
Table 29 - Descriptive Stat. Of attributes are considered at time of purchsing
Interpritation:
As per the chart we can see that customers are see the price and avilability of the product
nearness is require. And also rest of factors are also important and moderate are there.
Because Ice-Crame is product which available or quality and promotional scheme also play
most important role during the purchasing.
Mean Std. Deviation
Price 1.43 .533
Quality 2.80 .732
Quantity 2.67 1.100
Brand 1.88 .761
Availability 1.88 1.121
Packaging 2.88 1.151
Promotional Scheme 3.25 1.035
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61
MOZZARELLA CHEESE
Table 30 - Different attributes are considered at time of purchsing products
Chart 18- Different attributes are considered at time of purchsing products
Factors Highly
Important
Important Moderate Not
Important
Not at
all
Price 6 3 0 0 0
Quality 4 2 1 2 0
Quantity 2 2 2 3 0
Brand 5 2 2 0 0
Availability 2 2 2 2 1
Packaging 3 2 2 2 0
Promotional
Scheme
2 2 3 2 0
0
1
2
3
4
5
6
Highly Important
Important
Moderate
Not Important
Not at all
S.V. Institute Of Management, Kadi
62
Table 31 - Descriptive Stat. Of attributes are considered at time of purchsing
Mean Std. Deviation
Price 1.33 .500
Quality 3.22 .833
Quantity 2.78 .833
Brand 2.89 1.167
Availability 2.00 .866
Packaging 3.22 .972
Promotional Scheme 3.00 1.118
Interpritation:
According to the chart, before the purchasing of Mozzarella Cheese by customers they can
see that the price, quality and brand are first see by the customers. And also the highly
important are there. So price first see means affordable or not and quality is good or not. And
rest of all factor also important or moderate are there.
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63
FLAVOURED MILK
Table 32 - Different attributes are considered at time of purchsing products
Chart 19 - Different attributes are considered at time of purchsing products
01234567
Highly Important
Important
Moderate
Not Important
Not at all
Factors Highly
Important
Important Moderate Not
Important
Not at
all
Price 6 5 3 0 0
Quality 4 6 2 2 0
Quantity 2 4 4 4 0
Brand 5 6 3 0 0
Availability 2 4 4 4 0
Packaging 2 5 6 1 0
Promotional
Scheme
2 4 7 1 0
S.V. Institute Of Management, Kadi
64
Table 33 - Descriptive Stat. Of attributes are considered at time of purchsing
Mean Std. Deviation
Price 1.71 .726
Quality 2.71 .469
Quantity 2.71 1.069
Brand 1.79 .699
Availability 2.71 1.069
Packaging 2.50 1.019
Promotional Scheme 3.50 .855
Interpritation:
Before the purchasing the Flavored Milk Customers are see that the Price and brand of the
product. Means they highly important give to the product. Because various brand of Flavored
Milk are avilable in the market. So it is possible that the first products factors check by
customer. Here promotional scheme and packaging are not important but moderate are there.
And rest of factors are important according the customer.
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65
VIMAL SHRIKHAND
Table 34 - Different attributes are considered at time of purchsing products
Chart 20- Different attributes are considered at time of purchsing products
01234567
Highly Important
Important
Moderate
Not Important
Not at all
Factors Highly
Important
Important Moderate Not
Important
Not at
all
Price 6 6 1 0 0
Quality 7 2 2 2 0
Quantity 3 4 3 2 1
Brand 4 4 5 0 0
Availability 6 3 1 1 2
Packaging 0 3 7 3 0
Promotional
Scheme
2 4 5 2 0
S.V. Institute Of Management, Kadi
66
Table 35 - Descriptive Stat. Of attributes are considered at time of purchsing
Mean Std. Deviation
Price 1.62 .650
Quality 2.62 .768
Quantity 3.15 .987
Brand 2.00 .577
Availability 1.62 .870
Packaging 2.69 .751
Promotional Scheme 2.54 .967
Interpritation:
As per the chart we can say that quality and availability of the Vimal Shrikhand highly
important are there. After the price is highly important are there. Vimal products avalability is
play most important role during the purchasing the products are there. And rest of factors are
moderate or important are there.
S.V. Institute Of Management, Kadi
67
Q.10 what criteria are you choosing at the time of selecting products of different
Brands of Dairy products? (Give Rank - 1 to 4) (1 is for highest & 4 is for
Least)
PRICE
Table 36 – Price criteria of Different Brands of dairy products
Graph 21 - Price criteria of Different Brands of dairy products
Interpretation:
From the above chart and table it is to be interpreted that from the selected sample size in our
survey, most of the response of customer the price of the Amul product is more prefer
compare to other brand. So according to pricing criteria of the Amul is highly preffered by
the customer rather than the Price of the other brand products.
31
79
214
6078
6141
202
59
183
110
38
216
6119
84
0
50
100
150
200
250
Gaytri Madhur Amul Vimal
Brand 1 2 3 4 Weightage Rank
Gaytri 31 78 59 216 692 4
Madhur 79 61 183 61 926 3
Amul 214 41 110 19 1218 1
Vimal 60 202 38 84 1006 2
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68
QUALITY
Table 37 – Quality criteria of Different Brands of dairy products
Rank 1 2 3 4 Weightage Rank
Gaytri 30 93 47 214 707 4
Madhur 72 70 210 32 950 3
Amul 240 42 94 8 1282 1
Vimal 42 179 33 130 901 2
Graph 22 - Quality criteria of Different Brands of dairy products
Interpretation:
From the above chart and table it is to be interpreted that from the selected sample size for the
survey, most of the response of customer the Quality of the Amul product is highly satisfy
compare to other brand. So according to quality criteria the brand is more highly preffered by
the customer rather than the brand of other product.
30 72
240
4293 70 42
179
47
210
9433
214
32 8
130
0
50
100
150
200
250
300
Gaytri madhur amul vimal
Brands
S.V. Institute Of Management, Kadi
69
QUANTITY
Table 38 – Quantity criteria of Different Brands of dairy products
Rank 1 2 3 4 Weightage Rank
Gaytri 32 88 42 222 698 4
Madhur 81 63 214 26 967 2
Amul 252 42 80 10 1304 1
Vimal 20 191 48 125 874 3
Graph 23 - Quantity Criteria of Different Brands of dairy products
Interpretation:
In this above chart interpreted that from the selected sample size for the survey, most of the
response of customer the Quantity of the Amul product is highly satisfy compare to other
brand. So according to quantity criteria the brand is more highly preffered the customer than
the brand of other product.
3281
252
2088
6342
191
42
214
8048
222
26 10
125
0
50
100
150
200
250
300
Gaytri Madhur Amul Vimal
1
4
3
2
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70
BRAND FACTOR
Table 39 - Brand Factor criteria of Different Brands of dairy products
Rank 1 2 3 4 Weightage Rank
Gaytri 17 55 52 260 597 2
Madhur 51 90 221 22 938 3
Amul 300 27 46 11 1384 1
Vimal 16 212 65 91 921 4
Graph 24 - Brand factor criteria of Different Brands of dairy product
Interpretation:
As per the above chart we can interpret that Brand factor of the Amul is more prefer by the
respondent. Because brand is the crate a different place in the customer minds. So first they
choose the brand category of Amul and second place they choose the Gaytri so we conclude
that amul is the best brand.
17 51
300
165590
27
212
52
221
46 65
260
22 1191
0
50
100
150
200
250
300
350
Gaytri Madhur Amul Vimal
S.V. Institute Of Management, Kadi
71
AVAILABILITY
Table 40 - Availability criteria of Different Brands of dairy products
Rank 1 2 3 4 Weightage Rank
Gaytri 6 99 136 143 736 3
Madhur 23 201 140 20 995 2
Amul 341 13 24 6 1457 1
Vimal 14 72 84 214 654 4
Graph 25 - Availability criteria of Different Brands of dairy products
Interpretation:
From the above chart and table it is to be interpreted that from the selected sample size for the
survey, most of the response of customer the availability of the Amul product is highly
comfortable compare to other brand. So according to availability criteria the brand of Amul
comes the first stage and second vimal can take place because Amul not available so than
customer go the other place to purchase the vimal product. So Amul is highly preffered by
the customer rather than the brand of other product.
6 23
341
1499
201
13 72136 140
2484
143
20 6
214
0
50
100
150
200
250
300
350
400
Gaytri Madhur Amul Vimal
S.V. Institute Of Management, Kadi
72
PACKAGING
Table 41 - Packaging criteria of Different Brands of dairy products
Graph 26 – Packaging criteria of Different Brands of dairy products
Interpritation:
From the above chart and table it is to be interpreted that from the selected sample size for the
survey, most of the response of customer the Packaging of the Amul product is highly satisfy
compare to other brand. Because Amul is produce the difference packaging in the different
product and quality of the Amul packaging is also good. So according to Packaging criteria
the brand of Amul more highly preffered by the customer rather than the brand of other
product. And second place Vimal are come because vimal packaging is also good are there.
1870
273
23
10275
19
188
50
208
8343
214
31 9
130
0
50
100
150
200
250
300
Gaytri Madhur Amul Vimal
Rank 1 2 3 4 Weightage Rank
Gaytri 18 102 50 214 692 4
Madhur 70 75 208 31 952 2
Amul 273 19 83 9 1324 1
Vimal 23 188 43 130 872 3
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73
PROMOTIONAL SCHEME
Table 42 - Promotional scheme criteria of Different Brands of dairy products
Brand 1 2 3 4 Weightage Rank
Gaytri 30 62 52 240 650 4
Madhur 74 77 202 31 962 2
Amul 253 40 86 5 1309 1
Vimal 27 205 44 108 919 3
Graph 27 - Promotional scheme criteria of Different Brands of dairy products
Interpritation:
Before the purchasing the products see that promotional scheme of product. Because now
days promotional scheme more attract the customers. So here we shown the different brand
promotional scheme so according to the above chart and table interpreted that Amul give the
more promotional scheme so customer prefer the most first rank achieve by the Amul and
second place come the Gaytri and rest of all.
3074
253
2762 77
40
205
52
202
8644
240
31 5
108
0
50
100
150
200
250
300
Gaytri Madhur Amul Vimal
S.V. Institute Of Management, Kadi
74
TASTE
Table 43 – Taste criteria of Different Brands of dairy products
Rank 1 2 3 4 Weightage Rank
Gaytri 50 74 30 230 712 4
Madhur 29 211 34 110 927 3
Amul 213 49 118 4 939 2
Vimal 92 50 202 40 962 1
Graph 28 – Taste criteria of Different Brands of dairy products
Interpritation:
From the above chart and table it is to be interpreted that from the selected sample size for the
survey, most of the response of customer the Quality of the Amul product is highly satisfy
compare to other brand.so according to quality criteria the brand is more highly preffered the
customer than the brand of other product.
5029
213
9274
211
49 5030 34
118
202
230
110
4 400
50
100
150
200
250
Gaytri Madhur Amul Vimal
S.V. Institute Of Management, Kadi
75
050
100150200250
Quality of
Vimal Dairy
products are good.
Products of
Vimal Dairy
are easily available.
Brand image
of Vimal
Dairy is good.
Test of
Vimal Dairy
product is good than
the other
brands products.
Price of
Vimal Dairy
Products are reasonable.
Vimal Dairy
Products
Advt. is more
influence the
Customer.
Various
flavors of
Vimal are available in
the market.
Vimal Dairy
Products are
easily abailable in
the any
parlour.
Customers
are satisfy
with Vimal Dairy
Products.
Agreeness Of Respondensts
Strongly Agree Agree Indifferent Disagree Strongly Disagree
Q. 11 Rate the following sentences as per your agreeness.
Table 44 – View on agreeness of Vimal dairy products
Statements Strongly
Agree
Agree Indifferent Disagree Strongly
Disagree
Quality of Vimal Dairy
products is/are good.
201 152 31 0 0
The products of Vimal Dairy
is/are easily available.
12 59 166 84 67
Brand image of Vimal Dairy is
good in the market.
70 116 163 31 8
Test of Vimal Dairy products
is/are good compare to other
brands products.
29 124 181 45 9
Price of Vimal Dairy Products
is/are reasonable.
100 32 0 120 52
Vimal Dairy Products
Advertisement is more
influence the Customer.
12 100 133 87 56
Various flavor of Vimal Dairy
Products are available in the
market.
22 141 0 62 13
Vimal Dairy Products are
easily abailable in the any
parlour.
19 110 115 89 55
Customers are satisfy with
Vimal Dairy Products.
25 72 99 108 84
Chart 29- View on agreeness of Vimal dairy products
S.V. Institute Of Management, Kadi
76
Table 45 – Descriptive Stat. View on agreeness of Vimal dairy products
Mean Std. Deviation
Quality 1.56 .644
Easily Availablity 3.35 1.024
Brandimage 2.46 .936
Test 2.69 .847
Price 4.11 .944
Advertisement Influence 3.20 1.050
Markert Availability 2.75 .897
Parlour Availability 3.14 1.121
Satisfaction 3.40 1.192
Interpretation :
As per the customers answer or chart we can see that the quality of vimal dairy products are
good and customers are strongly agree with that.
Easily Availability of vimal dairy products on customer give the moderate answer means not
agree not disagree.
Also the brand image and taste of vimal dairy products are indifferent means customer give
answer on that statment is moderate or indifferent.
Price of the vimal dairy is reasonable on that statment customers are strongly agree are there.
Because price is not much high and not lower but affordable are there.
Advt. also influence to the customers are there. Means customers are agree on this statment.
Various Flavors of vimal dairy products in the market according to the customers are agree
on that. Means avilable in the market are there.
Vi mal dairy products are easily available in any parlour on this statment customers are agree
and indifferent means at a same level of this answer of the customers.
Customers are satisfy with Vimal dairy products, according to the customers point of view
they response that they not agree or not indifferent but same level are there.
S.V. Institute Of Management, Kadi
77
Q .12 If Vimal dairy product is not available in your nearest place that time what will
you do?
Table 46 – Decision take by customers if products not available
Particulars No. Of Respondents Percentage (%)
Waiting For That 65 17%
Go Distance For That 140 36%
Choose Alternative Brand 179 47%
Total 384 100%
Chart 30 - Decision take by customers if products not available
Interpretation:
Above chart show that the suppose products vimal dairy are not available in nearest place so
47% customers are choose the alternative brand of the product. 36% are go distance for that
means it is good for the vimal dairy are there. And 17% customers are waiting for the vimal
dairy products.
Waiting For
That
17%
Go Distance
For That
36%
Choose
Alternative
Brand
47%
No. Of Respondents (%)
S.V. Institute Of Management, Kadi
78
6.2 Demographic profile of respondents:-
1. GENDER:-
Table 47 – Gender of Respondents
Chart 31- Gender of Respondents
Interpretation:-
As per our survey 53% are Male respondents and 47% person are female respondents are
there.
53%
47%
No. Of Respondents (%)
Male
Female
Gender Of
Respondents
Frequency Percentage (%)
Male 204 53%
Female 180 47%
Total 384 100%
S.V. Institute Of Management, Kadi
79
2. AGE:-
Table 48 – Age Of Respondents
Age Of Respondent Frequency Percentage (%)
Less than 20 year 174 45%
20-30 year 145 38%
31-40 year 54 14%
41-50 year 9 2%
more than 50 year 2 1%
Toal 384 100%
Chart 32 - Age Of Respondents
Interpretation:
Above chart show that the 45% respondent age are less than the 20 year are there. 38% are 20
to 30 year, 14% are 31 to 40 year and rest of all are 41 and more than 51 year.
45%
38%
14%
2% 1%0%5%
10%15%20%25%30%35%40%45%50%
Less
than 20
year
20-30
year
31-40
year
41-50
year
more
than 50
year
No. Of Respondents (%)
Age Of Respondent
(%)
S.V. Institute Of Management, Kadi
80
3. OCCUPATION:-
Table 49 - Occupation Of Respondent
Chart 33 – Occupation Of Respondent
Interpretation:-
Above chart show that the according to our survey 47% are student it‟s a highest percentage
are there means respondent are educate. 21% respondent are do the Government Service and
17% has a Business or professional. And rest of has a Private or other work\
0%10%20%30%40%50%
10%21%
47%
17%
5%
No. Of Respondents (%)
Occupation
Of …
Occupation Of Respondent Frequency Percentage (%)
Private 38 10%
Government Service 80 21%
Student 180 47%
Business/Professional 66 17%
Others 20 5%
Total 384 100%
S.V. Institute Of Management, Kadi
81
4. EDUCATION BACKGROUND:-
Table 50 – Education Background Of Respondents
Education Frequency Percentage (%)
Up To 12std. 110 29%
Graduation 150 39%
Post Graduation 80 21%
Others 44 11%
Total 384 100%
Chart 34 - Education Background Of Respondents
Interpretation:-
Above chart show that the most of the respondents means 39% respondents are graduate are
there. 29% up to 12th
std., 21% post graduate and 11% are other means up to 10th
or other.
Means as per our survey most of the respondents are well educate are there.
29%
39%
21%
11%
No. Of Respondents (%)
Up To 12std. Graduation Post Graduation Others
S.V. Institute Of Management, Kadi
82
5. FAMILY MEMBERS:-
Table 51 – Family Member Of Respondents
Family Members Frequency Percentage (%)
2 – 4 150 39%
4 – 6 130 34%
6 – 8 50 13%
8 above 40 10%
Others 14 4%
Total 384 100%
Chart 35 - Family Member Of Respondents
Interpretation:-
Above chart show that the 35% respondents has family member 4-6, 41% has a 2-4, 14% has
a 6-8 ans rest means 10% has a more than 8 family members are there.
2 _ 4
41%
4 _ 6
35%
6 _ 8
14%
8 above
10%
No. Of Respondents (%)
S.V. Institute Of Management, Kadi
83
6. MONTHLY INCOME:-
Table 52 - Monthly Income Of Respondents
Monthly Income Respondents Frequency Percentage (%)
Less Than 10000 128 33%
10000-20000 216 56%
20000-30000 11 3%
More Than 30000 29 8%
Total 384 100%
Chart 36 - Monthly Income Of Respondents
Interpretation:-
As per the above chart we can see that the 56% respondents income are betwenn the 10,000-
20,000 are there. 33% respondents income are less than the 10,000. And rest of means 8%
respodents income are mote than 30,000 and rest of all income 20,000 to 30,000. Because we
survey the as specially the rural area so most respondents income are 10,000 to 20,000 are
there.
33%
56%
3%8%
0%
10%
20%
30%
40%
50%
60%
No. Of Respondents (%)
No. Of Respondents
(%)
S.V. Institute Of Management, Kadi
84
7.1 DESCRIPTIVE STATISTICS:-
Table 53 - Descriptive Statistics Of Demographic Profile Of Respondents
Descriptive Statistics
Mean Std. Deviation Skewness Kurtosis
Gender 1.47 .500 .115 -1.997
Age 1.74 .797 .869 .332
Occupation 2.87 .980 -.055 -.113
EducationBackground 2.44 1.341 .706 -.681
Family Members 2.13 1.348 .891 0.055
Income 2.3672 .72123 .451 .035
Interpretation:
Skew is a measure of symmetry. In our Test, we have found that skewness of distribution is
greater than 0.00. A normal distribution has skewness = 0. So we can say that our distribution
is not symmetric. Kurtosis is a measure of peakeness and the fat-tails that associate with less
density in the middle. A normal distribution has kurtosis = 3.0 or excess. Here the data on
Gender, Age, occupation, education background, family member & income of the respondent
and data of Kurtosis & Skewness are not at 0 so from that it can be said that the data are not
normally distributed and further test can be applied.
S.V. Institute Of Management, Kadi
85
7.2 RELIABILITY ANALYSIS:-
Table 54 - Reliability Statistics
Reliability Statistics
Cronbach's Alpha N of Items
.744 23
Interpretation:
Generally the Cronbach‟s Alpha is used to measure the reliability of the data. Data having .60
are considered as reliable. The reliability statistics shows a value of 0.744 for Cronbach's
Alpha which further confirm that the scale is reliable for further study.
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86
7.3 CHI – SQUARE ANALYSIS:-
NO. HYPOTHESIS SIGNIFICANCE
VALUE
RESULT
HO.1 Decision maker in a family for purchasing vimal dairy
products & gender of respondent are independent to
each other.
.000 Reject
HO.2 Decision maker in a family for purchasing vimal dairy
products & age of respondent are independent to each
other.
.000 Reject
HO.3 Decision maker in a family for purchasing vimal dairy
products & occupation of respondent are independent to
each other.
.330 Accept
H0.4 Decision maker in a family for purchasing vimal dairy
products & education background of respondent are
independent to each other
.108 Accept
HO.5 Decision maker in a family for purchasing vimal dairy
products & family member of respondent are
independent of each other
.000 Reject
HO.6 Decision maker in a family for purchasing vimal dairy
products & income of respondent are independent to
each other
.001 Reject
HO.7 Perception regarding purchasing vimal dairy product if
it is not available in nearest place & gender of the
respondent are not independent to each other
.178 Accept
HO.8 Perception regarding purchasing vimal dairy product if
it is not available in nearest place & age of the
respondent are not independent to each other
.267 Acccept
HO.9 Perception regarding purchasing vimal dairy product if
it is not available in nearest place & occupation of the
respondent are not independent to each other
.182 Accept
HO.10 Perception regarding purchasing vimal dairy product if
it is not available in nearest place & education
background of the respondent are not independent to
each other
.119 Accept
HO.11 Perception regarding purchasing vimal dairy product if
it is not available in nearest place & family member of
the respondent are not independent to each other
.692 Accept
HO.12 Perception regarding purchasing Vimal dairy product if it is
not Available In nearest place & income of the respondent
are not independent to each other.
.044 Reject
S.V. Institute Of Management, Kadi
87
7.3 CHI – SQUARE ANALYSES:-
Ho.1 - Decision maker in a family for purchasing vimal dairy products & gender of
respondent are independent to each other.
Interpretation: Here the significance value is .000 which less than 0.05 so alternative
hypotheses is accepted it means that the family for purchasing vimal dairy product and
Gender of the respondent are dependent to each other.
Ho.2 - Decision maker in a family for purchasing vimal dairy products & age of
respondent are independent to each other.
Interpretation: Here the significance value is .000 which less than 0.05 so alternative
hypotheses is accepted it means that the family for purchasing vimal dairy product& and Age
of the respondent are dependent to each other.
Ho.3 - Decision maker in a family for purchasing vimal dairy products & occupation of
respondent are independent to each other.
Interpretation: Here the significance value is .330 which higher than 0.05 so alternative
hypotheses is rejected it means that the family for purchasing vimal dairy product& and
occupation of the respondent are independent to each other.
Ho.4 - Decision maker in a family for purchasing vimal dairy products & education
background of respondent are independent to each other.
Interpretation: Here the significance value is .108 which higher than 0.05 so alternative
hypotheses is Rejected it means that the family for purchasing vimal dairy product& and
Education background of the respondent are independent to each other.
Ho.5 - Decision maker in a family for purchasing vimal dairy products & family member
of respondent are independent to each other.
Interpretation: Here the significance value is .000 which less than 0.05 so alternative
hypotheses is accepted it means that the family for purchasing vimal dairy product& and
family member of the respondent are dependent to each other.
S.V. Institute Of Management, Kadi
88
Ho.6 - Decision maker in a family for purchasing vimal dairy products & income of
respondent are independent to each other.
Interpretation: Here the significance value is .001 which less than 0.05 so alternative
hypotheses is accepted it means that the family for purchasing vimal dairy product& and
Income of the respondent are dependent to each other.
Ho.7 - Perception regarding purchasing vimal dairy product if it is not available in
nearest place & gender of the respondent are not independent to each other.
Interpretation: Here the significance value is .178 which higher than 0.05 so alternative
hypotheses is rejected it means that perception regarding purchasing vimal dairy product&
and Gender of the respondent are independent to each other.
Ho.8 - Perception regarding purchasing vimal dairy product if it is not available in
nearest place & age of the respondent are not independent to each other.
Interpretation: Here the significance value is .267 which higher than 0.05 so alternative
hypotheses is rejected it means that perception regarding purchasing vimal dairy product&
and Age of the respondent are independent to each other.
Ho.9 - Perception regarding purchasing vimal dairy product if it is not available in
nearest place & occupation of the respondent are not independent to each other.
Interpretation: Here the significance value is .182 which higher than 0.05 so alternative
hypotheses is rejected it means that perception regarding purchasing vimal dairy product&
and occupation of the respondent are independent to each other.
Ho.10 - Perception regarding purchasing vimal dairy product if it is not available in
nearest place & education background of the respondent are not independent to each
other.
Interpretation: Here the significance value is .119 which higher than 0.05 so alternative
hypotheses is rejected it means that perception regarding purchasing vimal dairy product&
and education background of the respondent are independent to each other.
S.V. Institute Of Management, Kadi
89
Ho.11- Perception regarding purchasing vimal dairy product if it is not available in
nearest place & family member of the respondent are not independent to each other.
Interpretation: Here the significance value is .692 which higher than 0.05 so alternative
hypotheses is rejected it means that perception regarding purchasing vimal dairy product&
and family member of the respondent are independent to each other.
Ho.12 - Perception regarding purchasing vimal dairy product if it is not available in
nearest place & income of the respondent are not independent to each other.
Interpretation: Here the significance value is .044 which higher than 0.05 so alternative
hypotheses is accepted it means that perception regarding purchasing vimal dairy product&
and income of the respondent are dependent to each other.
S.V. Institute Of Management, Kadi
90
7.4 ONE WAY ANNOVA TEST HYPOTHESIS:-
NO. HYPOTHESIS SIGNIFICANCE
VALUE
RESULT
Ho.1 There is no significance difference in the level of
agreeness of the respondent regarding quality of
Vimal dairy product is good between different Age
group of the respondent.
.696
Accept
Ho.2 There is no significance difference in the level of
agreeness of the respondent regarding quality of
Vimal dairy product is good between different
occupation of the respondent.
.552
Accept
Ho.3 There is no significance difference in the level of
agreeness of the respondent regarding quality of
Vimal dairy product is good between different
Education background of the respondent.
.662
Accept
Ho.4 There is no significance difference in the level of
agreeness of the respondent regarding quality of
Vimal dairy product is good between different
numbers of family member of the respondent.
.552
Accept
Ho.5 There is no significance difference in the level of
Agreeness of the respondent regarding quality of
Vimal dairy product is good between different in
Income of the respondent.
.551
Accept
Ho.6 There is no significance difference in the level of
Agreeness of the respondent regarding product of
vimal dairy is easily available between different in
Age group of the respondent.
.690
Accept
Ho.7 There is no significance difference in the level of
Agreeness of the respondent regarding product of
vimal dairy is easily available between different in
Occupation group.
.404
Accept
Ho.8 There is no significance difference in the level of
Agreeness of the respondent regarding product of
vimal dairy is easily available between different in
Education background group.
.405
Accept
Ho.9 There is no significance difference in the level of
Agreeness of the respondent regarding product of
vimal dairy is easily available between different in
family member group.
.712
Accept
S.V. Institute Of Management, Kadi
91
Ho.10 There is no significance difference in the level of
Agreeness of the respondent regarding product of
vimal dairy is easily available between different in
Income group.
.639
Accept
Ho.11 There is no significance difference in the level of
Agreeness of the respondent regarding Brand image
of Vimal dairy product is good in market between
different in Age group.
.751
Accept
Ho.12 There is no significance difference in the level of
Agreeness of the respondent regarding Brand image
of Vimal dairy product is good in market between
different in Occupation group
.788
Accept
Ho.13 There is no significance difference in the level of
Agreeness of the respondent regarding Brand image
of Vimal dairy product is good in market between
different in education background group.
.152
Accept
Ho.14 There is no significance difference in the level of
Agreeness of the respondent regarding Brand image
of Vimal dairy product is good in market between
different in family member group
.235
Accept
Ho.15 There is no significance difference in the level of
Agreeness of the respondent regarding Brand image
of Vimal dairy product is good in market between
different in Income group.
.476
Accept
Ho.16 There is no significance difference in the level of
Agreeness of the respondent regarding Test of Vimal
dairy product is good compare to other brand
between different in Age group.
.106
Accept
Ho.17 There is no significance difference in the level of
Agreeness of the respondent regarding Test of Vimal
dairy product is good compare to other brand
between different in Occupation group
.887
Accept
Ho.18 There is no significance difference in the level of
Agreeness of the respondent regarding Test of Vimal
dairy product is good compare to other brand
between different in Education background group.
.480
Accept
Ho.19 There is no significance difference in the level of
Agreeness of the respondent regarding Test of Vimal dairy
product is good compare to other brand between different
in family member group.
.514
Accept
Ho.20 There is no significance difference in the level of
Agreeness of the respondent regarding Taste of Vimal
dairy product is good compare to other brand between
different in Income group.
.001
Reject
Ho.21 There is no significance difference in the level of
Agreeness of the respondent regarding Price of Vimal
dairy product is reasonable between different in Age group.
.845
Accept
S.V. Institute Of Management, Kadi
92
Ho.22 There is no significance difference in the level of
Agreeness of the respondent regarding price of Vimal
dairy product is reasonable between different in
Occupation group.
.694
Accept
Ho.23 There is no significance difference in the level of
Agreeness of the respondent regarding price of Vimal
dairy product is reasonable between different in
Education background.
.847
Accept
Ho.24 There is no significance difference in the level of
Agreeness of the respondent regarding price of Vimal
dairy product is reasonable between different in
Family member.
.872
Accept
Ho.25 There is no significance difference in the level of
Agreeness of the respondent regarding price of Vimal
dairy product is reasonable between different in
Income.
.514
Accept
Ho.26 There is no significance difference in the level of
Agreeness of the respondent regarding Advertisement
of Vimal dairy product is more influence the customer
between different in Age group.
.019
Reject
Ho.27 There is no significance difference in the level of
Agreeness of the respondent regarding Advertisement
of Vimal dairy product is more influence the customer
between different in Occupation group.
.436
Accept
Ho.28 There is no significance difference in the level of
Agreeness of the respondent regarding Advertisement
of Vimal dairy product is more influence the customer
between different in Education background group.
.094
Accept
Ho.29 There is no significance difference in the level of
Agreeness of the respondent regarding Advertisement
of Vimal dairy product is more influence the customer
between different in Family member group.
.256
Accept
Ho.30 There is no significance difference in the level of
Agreeness of the respondent regarding Advertisement of
Vimal dairy product is more influence the customer
between different in Income group.
.527
Accept
Ho.31 There is no significance difference in the level of
Agreeness of the respondent regarding Various flavour of
Vimal dairy product is available in market between
different in Age group.
.049
Reject
Ho.32 There is no significance difference in the level of
Agreeness of the respondent regarding Various flavour of
Vimal dairy product is available in market between
different in Occupation group
.126
Accept
Ho.33 There is no significance difference in the level of
Agreeness of the respondent regarding Various flavour of
Vimal dairy product is available in market between
different in Education background group.
.574
Accept
S.V. Institute Of Management, Kadi
93
Ho.34 There is no significance difference in the level of
Agreeness of the respondent regarding Various
flavour of Vimal dairy product is available in market
between different in Family member group.
.955
Accept
Ho.35 There is no significance difference in the level of
Agreeness of the respondent regarding Various
flavour of Vimal dairy product is available in market
between different in Income group
.039
Reject
Ho.36 There is no significance difference in the level of
Agreeness of the respondent regarding Vimal dairy
product is easily available in the any parlour between
different in Age group.
.049
Reject
Ho.37 There is no significance difference in the level of
Agreeness of the respondent regarding Vimal dairy
product is easily available in the any parlour between
different in Occupation group.
.083
Accept
Ho.38 There is no significance difference in the level of
Agreeness of the respondent regarding Vimal dairy
product is easily available in the any parlour between
different in Education background group.
.141
Accept
Ho.39 There is no significance difference in the level of
Agreeness of the respondent regarding Vimal dairy
product is easily available in the any parlour between
different in Family member group.
.682
Accept
Ho.40 There is no significance difference in the level of
Agreeness of the respondent regarding quality of
Vimal dairy product is good between different in
Income group.
.544
Accept
Ho.41 There is no significance difference in the level of
agreeness of the respondent regarding Customer are
satisfy with Vimal dairy products between different in
Age group.
.808
Accept
Ho.42 There is no significance difference in the level of
agreeness of the respondent regarding Customer are
satisfy with Vimal dairy products between different in
Occupation group.
.077
Accept
Ho.43 There is no significance difference in the level of
agreeness of the respondent regarding Customer are
satisfy with Vimal dairy products between different in
Education background of the respondent.
.262
Accept
S.V. Institute Of Management, Kadi
94
Ho.44 There is no significance difference in the level of
agreeness of the respondent regarding Customer are
satisfy with Vimal dairy products between different in
Family member group of the respondent.
.517
Accept
Ho.45 There is no significance difference in the level of
agreeness of the respondent regarding Customer are
satisfy with Vimal dairy products between different in
Income of the respondent.
.213
Accept
S.V. Institute Of Management, Kadi
95
7.4 ONE WAY ANNOVA TEST HYPOTHESIS ANALYSIS:-
H0.1 - There is no significance difference in the level of Agreeness of the respondent
regarding quality of Vimal dairy product is good between different in Age group.
Interpretation: A one-way was conducted to compare the significance difference in level of
agreeness of respondent regarding Quality of vimal dairy product is good between different
in age group. There was no significant at the difference in the level of Agreeness of the
respondent regarding quality of Vimal dairy product is good between different in Age group
at the p>0.05 level [F=0.555, p=0.696]
Ho.2 - There is no significance difference in the level of Agreeness of the respondent
regarding quality of Vimal dairy product is good between different in occupation group.
Interpretation: A one-way was conducted to compare the significance difference in level of
agreeness of respondent regarding Quality of vimal dairy product is good between different
in Occupation group.. There was no significant at the difference in the level of Agreeness of
the respondent regarding quality of Vimal dairy product is good between different in
Occupation group at the p>0.05 level [F=0.761, p=0.552]
Ho.3 - There is no significance difference in the level of Agreeness of the respondent
regarding quality of Vimal dairy product is good between different in Education group.
Interpretation: A one-way was conducted to compare the significance difference in level of
agreeness of respondent regarding Quality of vimal dairy product is good between different
in Education group.. There was no significant at the difference in the level of Agreeness of
the respondent regarding quality of Vimal dairy product is good between different in
Education group at the p>0.05 level [F=0.601, p=0.662]
HO.4 - There is no significance difference in the level of Agreeness of the respondent
regarding quality of Vimal dairy product is good between different in family member
group.
Interpretation: A one-way was conducted to compare the significance difference in level of
agreeness of respondent regarding quality of vimal dairy product is good between different in
Education group. There was no significant at the difference in the level of Agreeness of the
respondent regarding quality of Vimal dairy product is good between different in family
member group at the p>0.05 level [F=0.761, p=0.552]
S.V. Institute Of Management, Kadi
96
Ho.5 - There is no significance difference in the level of Agreeness of the respondent
regarding quality of Vimal dairy product is good between different in Income group.
Interpretation: A one-way was conducted to compare the significance difference in level of
agreeness of respondent regarding Quality of vimal dairy product is good between different
in Income group. There was no significant at the difference in the level of Agreeness of the
respondent regarding quality of Vimal dairy product is good between different in Income
group at the p>0.05 level [F=0.790, p=0.557]
Ho.6 - There is no significance difference in the level of Agreeness of the respondent
regarding product of vimal dairy is easily available between different in Age group.
Interpretation: A one-way was conducted to compare the significance difference in level of
agreeness of respondent regarding product of vimal dairy is easily available between different
in Age group. There was no significant at the difference in the level of Agreeness of the
respondent regarding product of vimal dairy is easily available between different in Age
group at the p>0.05 level [F=0.563, p=0.690]
Ho.7 - There is no significance difference in the level of Agreeness of the respondent
regarding product of vimal dairy is easily available between different in Occupation
group.
Interpretation: A one-way was conducted to compare the significance difference in level of
agreeness of respondent regarding product of vimal dairy is easily available between different
in Occupation group. There was no significant at the difference in the level of Agreeness of
the respondent regarding product of vimal dairy is easily available between different in
Occupation group at the p>0.05 level [F=1.007, p=0.404]
Ho.8 - There is no significance difference in the level of Agreeness of the respondent
regarding product of vimal dairy is easily available between different in Education
background group.
Interpretation: A one-way was conducted to compare the significance difference in level of
agreeness of respondent regarding product of vimal dairy is easily available between different
in education background group. There was no significant at the difference in the level of
Agreeness of the respondent regarding product of vimal dairy is easily available between
different in Education background group at the p>0.05 level [F=1.005, p=0.405]
S.V. Institute Of Management, Kadi
97
Ho.9 - There is no significance difference in the level of Agreeness of the respondent
regarding product of vimal dairy is easily available between different in family member
group.
Interpretation: A one-way was conducted to compare the significance difference in level of
agreeness of respondent regarding product of vimal dairy is easily available between different
in family member group. There was no significant at the difference in the level of Agreeness
of the respondent regarding product of vimal dairy is easily available between different in
family member group at the p>0.05 level [F=.585, p=0.712]
Ho.10 - There is no significance difference in the level of Agreeness of the respondent
regarding product of vimal dairy is easily available between different in Income group.
Interpretation: A one-way was conducted to compare the significance difference in level of
agreeness of respondent regarding product of vimal dairy is easily available between different
in Income group. There was no significant at the difference in the level of Agreeness of the
respondent regarding product of vimal dairy is easily available between different in Income
group at the p>0.05 level [F=.565, p=0.639]
H0.11 - There is no significance difference in the level of Agreeness of the respondent
regarding Brand image of Vimal dairy product is good in market between different in
Age group.
Interpretation : A one-way was conducted to compare the significance difference in level
of agreeness of respondent regarding Brand image of vimal dairy product is good in market
between different in Age group. There was no significant at the difference in the level of
Agreeness of the respondent regarding Brand image of Vimal dairy product is good in
market between different in Age group at the p>0.05 level [F=.479, p=0.751]
Ho.12 - There is no significance difference in the level of Agreeness of the respondent
regarding Brand image of Vimal dairy product is good in market between different in
Occupation group.
Interpretation : A one-way was conducted to compare the significance difference in level of
agreeness of respondent regarding Brand image of vimal dairy product is good in market
between different in Occupation group. There was no significant at the difference in the level
of Agreeness of the respondent regarding Brand image of Vimal dairy product is good in
market between different in Occupation group at the p>0.05 level [F=.428, p=0.788]
S.V. Institute Of Management, Kadi
98
Ho.13 - There is no significance difference in the level of Agreeness of the respondent
regarding Brand image of Vimal dairy product is good in market between different in
education background group.
Interpretation : A one-way was conducted to compare the significance difference in level of
agreeness of respondent regarding Brand image of vimal dairy product is good in market
between different in Education background group. There was no significant at the difference
in the level of Agreeness of the respondent regarding Brand image of Vimal dairy product is
good in market between different in Education background group at the p>0.05 level
[F=1.688, p=0.152]
Ho.14 - There is no significance difference in the level of Agreeness of the respondent
regarding Brand image of Vimal dairy product is good in market between different in
family member group.
Interpretation : A one-way was conducted to compare the significance difference in level of
agreeness of respondent regarding Brand image of vimal dairy product is good in market
between different in family member group. There was no significant at the difference in the
level of Agreeness of the respondent regarding Brand image of Vimal dairy product is good
in market between different in family member group at the p>0.05 level [F=1.369, p=0.235]
Ho.15 - There is no significance difference in the level of Agreeness of the respondent
regarding Brand image of Vimal dairy product is good in market between different in
Income group.
Interpretation : A one-way was conducted to compare the significance difference in level of
agreeness of respondent regarding Brand image of vimal dairy product is good in market
between different in Income group. There was no significant at the difference in the level of
Agreeness of the respondent regarding Brand image of Vimal dairy product is good in
market between different in Income group at the p>0.05 level [F=.834, p=0.476]
Ho.16 - There is no significance difference in the level of Agreeness of the respondent
regarding Test of Vimal dairy product is good compare to other brand between
different in Age group.
Interpretation : A one-way was conducted to compare the significance difference in level of
agreeness of respondent regarding Test of vimal dairy product is good compare to other
brand between different in Age group. There was no significant at the difference in the level
of Agreeness of the respondent regarding Test of vimal dairy product is good compare to
other brand between different in Age group at the p>0.05 level [F=1.920, p=0.106]
S.V. Institute Of Management, Kadi
99
Ho.17 - There is no significance difference in the level of Agreeness of the respondent
regarding Test of Vimal dairy product is good compare to other brand between
different in Occupation group.
Interpretation : A one-way was conducted to compare the significance difference in level of
agreeness of respondent regarding Test of vimal dairy product is good compare to other
brand between different in Occupation group. There was no significant at the difference in
the level of Agreeness of the respondent regarding Test of vimal dairy product is good
compare to other brand between different in occupation group at the p>0.05 level[F=.286,
p=0.887]
Ho.18 - There is no significance difference in the level of Agreeness of the respondent
regarding Test of Vimal dairy product is good compare to other brand between
different in Education background group.
Interpretation : A one-way was conducted to compare the significance difference in level of
agreeness of respondent regarding Test of vimal dairy product is good compare to other
brand between different in education background group. There was no significant at the
difference in the level of Agreeness of the respondent regarding Test of vimal dairy product
is good compare to other brand between different in Education background group at the
p>0.05 level [F=.873, p=0.480]
Ho.19 - There is no significance difference in the level of Agreeness of the respondent
regarding Test of Vimal dairy product is good compare to other brand between
different in family member group.
Interpretation : A one-way was conducted to compare the significance difference in level of
agreeness of respondent regarding Test of vimal dairy product is good compare to other
brand between different in education background group. There was no significant at the
difference in the level of Agreeness of the respondent regarding Test of vimal dairy product
is good compare to other brand between different in family member group at the p>0.05 level
[F=.853, p=0.514]
S.V. Institute Of Management, Kadi
100
Ho.20 - There is no significance difference in the level of Agreeness of the respondent
regarding Test of Vimal dairy product is good compare to other brand between
different in Income group.
Interpretation : A one-way was conducted to compare the significance difference in level of
agreeness of respondent regarding Test of vimal dairy product is good compare to other
brand between different in Income group. There was significant at the difference in the level
of Agreeness of the respondent regarding Test of vimal dairy product is good compare to
other brand between different in Income group at the p<0.05 level [F=5.887, p=0.001]
Ho.21 - There is no significance difference in the level of Agreeness of the respondent
regarding Price of Vimal dairy product is reasonable between different in Age group.
Interpretation: A one-way was conducted to compare the significance difference in level of
agreeness of respondent regarding Price of vimal dairy product is reasonable between
different in Age group. There was no significant at the difference in the level of Agreeness of
the respondent regarding price of vimal dairy product is reasonable between different in Age
group at the p>0.05 level [F=.349, p=0.845]
Ho.22 - There is no significance difference in the level of Agreeness of the respondent
regarding price of Vimal dairy product is reasonable between different in Occupation
group.
Interpretation: A one-way was conducted to compare the significance difference in level of
agreeness of respondent regarding Price of vimal dairy product is reasonable between
different in Occupation group. There was no significant at the difference in the level of
Agreeness of the respondent regarding price of vimal dairy product is reasonable between
different in Occupation group at the p>0.05 level [F=.553, p=0.697]
Ho.23 - There is no significance difference in the level of Agreeness of the respondent
regarding price of Vimal dairy product is reasonable between different in Education
background.
Interpretation: A one-way was conducted to compare the significance difference in level of
agreeness of respondent regarding Price of vimal dairy product is reasonable between
different in Education background group. There was no significant at the difference in the
level of Agreeness of the respondent regarding price of vimal dairy product is reasonable
between different in Education background group at the p>0.05 level [F=.361, p=0.837]
S.V. Institute Of Management, Kadi
101
Ho.24 - There is no significance difference in the level of Agreeness of the respondent
regarding price of Vimal dairy product is reasonable between different in Family
member.
Interpretation: A one-way was conducted to compare the significance difference in level of
agreeness of respondent regarding Price of vimal dairy product is reasonable between
different in family member group. There was no significant at the difference in the level of
Agreeness of the respondent regarding price of vimal dairy product is reasonable between
different in family member group at the p>0.05 level [F=.365, p=0.872]
Ho.25 - There is no significance difference in the level of Agreeness of the respondent
regarding price of Vimal dairy product is reasonable between different in Income.
Interpretation: A one-way was conducted to compare the significance difference in level of
agreeness of respondent regarding Price of vimal dairy product is reasonable between
different in Income group. There was no significant at the difference in the level of Agreeness
of the respondent regarding price of vimal dairy product is reasonable between different in
Income group at the p>0.05 level [F=.765, p=0.514]
Ho.26 - There is no significance difference in the level of Agreeness of the respondent
regarding Advertisement of Vimal dairy product is more influence the customer
between different in Age group.
Interpretation : A one-way was conducted to compare the significance difference in level of
agreeness of respondent regarding Advertisement of Vimal dairy product is more influence
the customer between different in Age group. There was significant at the difference in the
level of Agreeness of the respondent regarding Advertisement of Vimal dairy product is more
influence the customer between different in Age group at the p>0.05 level [F=2.977,
p=0.019]
S.V. Institute Of Management, Kadi
102
Ho.27 - There is no significance difference in the level of Agreeness of the respondent
regarding Advertisement of Vimal dairy product is more influence the customer
between different in Occupation group.
Interpretation : A one-way was conducted to compare the significance difference in level of
agreeness of respondent regarding Advertisement of Vimal dairy product is more influence
the customer between different in Occupation group. There was significant at the difference
in the level of Agreeness of the respondent regarding Advertisement of Vimal dairy product
is more influence the customer between different in Occupation group at the p>0.05 level
[F=.947, p=0.436]
Ho.28 - There is no significance difference in the level of Agreeness of the respondent
regarding Advertisement of Vimal dairy product is more influence the customer
between different in Education background group.
Interpretation : A one-way was conducted to compare the significance difference in level of
agreeness of respondent regarding Advertisement of Vimal dairy product is more influence
the customer between different in Education background group. There was significant at the
difference in the level of Agreeness of the respondent regarding Advertisement of Vimal
dairy product is more influence the customer between different in Education background
group at the p>0.05 level [F=2.001, p=0.094]
H0.29 - There is no significance difference in the level of Agreeness of the respondent
regarding Advertisement of Vimal dairy product is more influence the customer
between different in Family member group.
Interpretation : A one-way was conducted to compare the significance difference in level of
agreeness of respondent regarding Advertisement of Vimal dairy product is more influence
the customer between different in family member group. There was significant at the
difference in the level of Agreeness of the respondent regarding Advertisement of Vimal
dairy product is more influence the customer between different in family member group at
the p>0.05 level [F=1.317, p=0.256]
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Ho.30 - There is no significance difference in the level of Agreeness of the respondent
regarding Advertisement of Vimal dairy product is more influence the customer
between different in Income group.
Interpretation : A one-way was conducted to compare the significance difference in level
of agreeness of respondent regarding Advertisement of Vimal dairy product is more
influence the customer between different in Income group. There was no significant at the
difference in the level of Agreeness of the respondent regarding Advertisement of Vimal
dairy product is more influence the customer between different in Income group at the
p>0.05 level [F=743, p=0.527]
Ho.31 - There is no significance difference in the level of Agreeness of the respondent
regarding Various flavour of Vimal dairy product is available in market between
different in Age group.
Interpretation : A one-way was conducted to compare the significance difference in level of
agreeness of respondent regarding various flavour of Vimal dairy product is available in
market between different in Age group. There was significant difference in the level of
Agreeness of the respondent regarding various flavour of Vimal dairy product is available in
market between different in Age group at the p<0.05 level [F=2.412, p=0.049]
Ho.32 - There is no significance difference in the level of Agreeness of the respondent
regarding Various flavour of Vimal dairy product is available in market between
different in Occupation group.
Interpretation: A one-way was conducted to compare the significance difference in level of
agreeness of respondent regarding various flavour of Vimal dairy product is available in
market between different in Occupation group. There was no significant difference in the
level of Agreeness of the respondent regarding various flavour of Vimal dairy product is
available in market between different in occupation group at the p>0.05 level [F=1.182,
p=0.126]
Ho.33 - There is no significance difference in the level of Agreeness of the respondent
regarding Various flavour of Vimal dairy product is available in market between
different in Education background group.
Interpretation: A one-way was conducted to compare the significance difference in level of
agreeness of respondent regarding various flavour of Vimal dairy product is available in
market between different in Occupation group. There was no significant difference in the
level of Agreeness of the respondent regarding various flavour of Vimal dairy product is
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available in market between different in Education background group at the p>0.05 level
[F=.727, p=0.574]
Ho.34 - There is no significance difference in the level of Agreeness of the respondent
regarding Various flavour of Vimal dairy product is available in market between
different in Family member group.
Interpretation: A one-way was conducted to compare the significance difference in level of
agreeness of respondent regarding Various flavour of Vimal dairy product is available in
market between different in family member group. There was no significant difference in the
level of Agreeness of the respondent regarding various flavour of Vimal dairy product is
available in market between different in family member group at the p>0.05 level [F=.219,
p=0.955]
Ho.35 - There is no significance difference in the level of Agreeness of the respondent
regarding Various flavour of Vimal dairy product is available in market between
different in Income group.
Interpretation: A one-way was conducted to compare the significance difference in level of
agreeness of respondent regarding various flavour of Vimal dairy product is available in
market between different in Income group. There was significant difference in the level of
Agreeness of the respondent regarding various flavour of Vimal dairy product is available in
market between different in Income group at the p<0.05 level [F=2.484, p=0.039]
Ho.36 - There is no significance difference in the level of Agreeness of the respondent
regarding Vimal dairy product is easily available in the any parlour between different
in Age group.
Interpretation: A one-way was conducted to compare the significance difference in level of
agreeness of respondent regarding Vimal dairy product is easily available in the any parlour
between different in Age group. There was significant difference in the level of agreeness of
the respondent regarding Vimal dairy product is easily available in the any parlour between
different in Age group the p<0.05 level [F=2.412, p=0.049]
Ho.37 - There is no significance difference in the level of Agreeness of the respondent
regarding Vimal dairy product is easily available in the any parlour between different
in Occupation group.
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Interpretation: A one-way was conducted to compare the significance difference in level of
agreeness of respondent regarding Vimal dairy product is easily available in the any parlour
between different in Occupation group. There was significant difference in the level of
Agreeness of the respondent regarding Vimal dairy product is easily available in the any
parlour between different in Occupation group at the p>0.05 level [F=2.082, p=0.083]
Ho.38 - There is no significance difference in the level of Agreeness of the respondent
regarding Vimal dairy product is easily available in the any parlour between different
in Education background group.
Interpretation: A one-way was conducted to compare the significance difference in level of
agreeness of respondent regarding Vimal dairy product is easily available in the any parlour
between different in education background group. There was significant difference in the
level of Agreeness of the respondent regarding Vimal dairy product is easily available in the
any parlour between different in Education background group at the p>0.05 level
[F=1.738, p=0.141]
Ho.39 - There is no significance difference in the level of Agreeness of the respondent
regarding Vimal dairy product is easily available in the any parlour between different
in Family member group.
Interpretation: A one-way was conducted to compare the significance difference in level of
agreeness of respondent regarding Vimal dairy product is easily available in the any parlour
between different in family member group. There was no significant difference in the level of
Agreeness of the respondent regarding Vimal dairy product is easily available in the any
parlour between different in family member group at the p>0.05 level [F=.624, p=0.682]
Ho.40 - There is no significance difference in the level of Agreeness of the respondent
regarding quality of Vimal dairy product is good between different in Income group.
Interpretation: A one-way was conducted to compare the significance difference in level of
agreeness of respondent regarding Vimal dairy product is easily available in the any parlour
between different in Income group. There was no significant no difference in the level of
Agreeness of the respondent regarding Vimal dairy product is easily available in the any
parlour between different in Income group at the p>0.05 level [F=.714, p=0.544]
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Ho.41 - There is no significance difference in the level of Agreeness of the respondent
regarding Customer are satisfy with Vimal dairy products between different in Age
group.
Interpretation: A one-way was conducted to compare the significance difference in level of
agreeness of respondent regarding Customer are satisfied with Vimal dairy products between
different in Age group. There was no significant difference at the in the level of Agreeness of
the respondent regarding Customer are satisfy with Vimal dairy products between different in
Age group at the p>0.05 level [F=.401, p=0.808]
Ho.42 - There is no significance difference in the level of Agreeness of the respondent
regarding Customer are satisfy with Vimal dairy products between different in
Occupation group.
Interpretation: A one-way was conducted to compare the significance difference in level of
agreeness of respondent regarding Customer are satisfied with Vimal dairy products between
different in Occupation group. There was no significant difference at the in the level of
Agreeness of the respondent regarding Customer are satisfy with Vimal dairy product
between different in Occupation group at the p>0.05 level [F=2.125, p=0.077]
Ho.43 - There is no significance difference in the level of Agreeness of the respondent
regarding Customer are satisfy with Vimal dairy products between different in
Education background group.
Interpretation: A one-way was conducted to compare the significance difference in level of
agreeness of respondent regarding Customer are satisfied with Vimal dairy products between
different in Education background group. There was no significant difference at the in the
level of Agreeness of the respondent regarding Customer are satisfy with Vimal dairy
products between different in Education background group at the p>0.05 level [F=1.320,
p=0.262]
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Ho.44 - There is no significance difference in the level of Agreeness of the respondent
regarding Customer are satisfy with Vimal dairy products between different in Family
member group.
Interpretation: A one-way was conducted to compare the significance difference in level of
agreeness of respondent regarding Customer are satisfied with Vimal dairy products between
different in family member group. There was no significant difference at the in the level of
agreeness of the respondent regarding Customer are satisfy with Vimal dairy products
between different in family member group at the p>0.05 level [F=.847, p=0.517]
Ho.45 - There is no significance difference in the level of Agreeness of the respondent
regarding Customer are satisfy with Vimal dairy products between different in Income
group.
Interpretation: A one-way was conducted to compare the significance difference in level of
agreeness of respondent regarding Customer are satisfied with Vimal dairy products between
different in Income group. There was no significant difference at the in the level of agreeness
of the respondent regarding Customer are satisfy with Vimal dairy products between different
in Income group at the p>0.05 level [F=1.504, p=0.213]
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7.5 INDEPENDENT T TEST:-
NO. HYPOTHESIS SIGNIFICANCE
VALUE
RESULT
HO.1 There is no significance difference in the level of agreeness
of the respondent regarding quality of Vimal dairy product
is good between male and female.
.006
Reject
HO.2 There is no significance difference in the level of agreeness
of the respondent regarding product of Vimal dairy product
is easily available between male and female.
.165
Accept
HO.3 There is no significance difference in the level of agreeness
of the respondent regarding Brand image of Vimal dairy
product is good in the market between male and female.
.898
Accept
HO.4 There is no significance difference in the level of agreeness
of the respondent regarding Test of Vimal dairy product is
good between male and female.
.021
Reject
HO.5 There is no significance difference in the level of agreeness
of the respondent regarding Price of Vimal dairy product is
reasonable between male and female.
.665
Accept
HO.6 There is no significance difference in the level of agreeness
of the respondent regarding Vimal dairy products
Advertisement is more influence the customer between
male and female.
.173
Accept
HO.7 There is no significance difference in the level of agreeness
of the respondent regarding various flavor Vimal dairy
products are available in the market between male and
female.
.618
Accept
HO.8 There is no significance difference in the level of agreeness
of the respondent regarding Vimal dairy product is Easily
available in the any parlour between male and female.
.661
Accept
HO.9 There is no significance difference in the level of agreeness
of the respondent regarding Customers are satisfy with
Vimal dairy products between male and female.
.052
Accept
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7.5 INDEPENDENT T TEST ANALYSIS:-
Ho.1 - There is no significance difference in the level of agreeness of the respondent
regarding quality of Vimal dairy product is good between male and female.
Interpretation: Here, we see that the significance is .006, which is less than .05. Hence we
reject null hypothesis .So there is no significance difference in the level of agreeness of the
respondent regarding quality of vimal dairy product is good between male and female.
Ho.2 - There is no significance difference in the level of agreeness of the respondent
regarding product of Vimal dairy product is easily available between male and female.
Interpretation: Here, we see that the significance is .165, which is greater than .05. Hence
we fail to reject null hypothesis. So there is no significance difference in the level of
agreeness of the respondent regarding product of vimal dairy product is easily available
between male and female.
Ho.3 - There is no significance difference in the level of agreeness of the respondent
regarding Brand image of Vimal dairy product is good in the market between male and
female.
Interpretation: Here, we see that the significance is .898, which is greater than .05. Hence
we fail to reject null hypothesis. So there is no significance difference in the level of
agreeness of the respondent regarding brand image of vimal dairy product is good in the
market between male and female.
Ho.4 - There is no significance difference in the level of agreeness of the respondent
regarding Test of Vimal dairy product is good between male and female.
Interpretation: Here, we see that the significance is .021, which is less than .05. Hence we
reject null hypothesis. So there is significance difference in the level of agreeness of the
respondent regarding test of vimal dairy product is good between male and female.
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Ho.5 - There is no significance difference in the level of agreeness of the respondent
regarding Price of Vimal dairy product is reasonable between male and female.
Interpretation: Here, we see that the significance is .665, which is greater than .05. Hence
we fail to reject null hypothesis .So there is no significance difference in the level of
agreeness of the respondent regarding price of vimal dairy product is reasonable between
male and female.
Ho.6 - There is no significance differences in the level of agreeness of the respondent
RegardingVimal dairy products Advertisement is more influence the customer between
male and female.
Interpretation: Here, we see that the significance is .173, which is greater than .05. Hence
we fail to reject null hypothesis. So there is no significance difference in the level of
agreeness of the respondent regarding vimal dairy products advertisement is more influence
the customer between male and female.
Ho.7 - There is no significance differences in the level of agreeness of the respondent
regarding various flavor Vimal dairy products are available in the market between
male and female.
Interpretation: Here, we see that the significance is .618, which is greater than .05. Hence
we fail to reject null hypothesis. So there is no significance differences in the level of
agreeness of the respondent regarding various flavor vimal dairy products are available in the
market between male and female.
Ho.8 - There is no significance difference in the level of agreeness of the respondent
regarding Vimal dairy product is easily available in the any parlour between male and
female.
Interpretation: Here, we see that the significance is .661, which is greater than .05. Hence
we fail to reject null hypothesis. So there is no significance difference in the level of
agreeness of the respondent regarding vimal dairy product is easily available in the any
parlour between male and female.
Ho.9 - There is no significance differences in the level of agreeness of the respondent
regarding Customers are satisfy with Vimal dairy products between male and female.
Interpretation: Here, we see that the significance is .052, which is greater than .05. Hence
we fail to reject null hypothesis .So there is no significance differences in the level of
agreeness of the respondent regarding customers are satisfy with vimal dairy products
between male and female.
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7.6 FACTOR ANALYSIS:-
The next item from the output is the Kaiser-Meyer-Olkin (KMO) and Bartlett's test. The
KMO measures the sampling adequacy which should be greater than 0.5 for a satisfactory
factor analysis to proceed. Looking at the table below, the KMO measure is 0.564. So we can
able to proceed factor analysis.
Table 55 – KMO and Bartlett's Test
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .664
Bartlett's Test of Sphericity Approx. Chi-Square 20.014
Df 28
Sig. .864
Interpretation:
The Kaiser-Meyer-Olkin Measure of Sampling Adequacy for the various Attributes
categories measured is 0664, which indicates the scale is appropriate and helps in extracting
the factor. The ideal measure for this test (KMO>0.50) and here in this case KMO is 0.664
indicates the variables are measuring a common factor. Again Bartlett's test of sphere city
indicated the inter correlation matrix is factorable and inter-correlation matrix come from a
population in which the variables are non-collinear.
Table 56 – Rotated Component Matrix
Rotated Component Matrix
Component
1 2 3 4
Price -.185 -.212 .790 -.045
Quality .275 .364 .623 .002
Quantity .056 -.643 .072 .000
Brand -.056 .681 .058 .042
Availability -.209 -.033 .057 .683
Packaging .649 -.241 .132 .219
Promotional
Scheme
.723 .043 -.121 -.187
Taste .199 .087 -.104 .710
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7.6 FACTOR ANALYSIS:-
Particular Factors
Packaging Marketing Factor
Promotional Scheme
Brand Experience Factor
Price
Product Factor
Quality
Quantity
Availability Affordability Factor
Taste
Interpretation:
Four factors which are most important factor from above table are (1) marketing Factor, (2)
Experience Factor, (3) Product Factor, (4) Affordability Factor. It is clear from the above
analysis that Customer should first of all consider the main two factors are packaging and
promotional scheme of the product which is included in the marketing factor .Than after go
for the second state where Experience factor like Brand and according to the brand which is
positioning in the mind of customer. Third one the product factor includes price, quality and
quantity of the product. And the fourth factor which is affordability factors in that the
availability and taste of the product that must attractive and reachable.
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FINDINGS
In Mehsana area the major competitor of vimal dairy are sagar, Amul, Madhur and
their contribution is more with compare Vimal dairy Products sales.
The Vimal dairy provides the different packing of the products which customer
demanded but it is lesser than the competitors.
Consumers are not much aware about all brand of vimal dairy products.
The most of the consumers of vimal dairy are consume only milk and butter milk.
Advertising is the attract the customers to purchase the product. Vimal advt. her
products but compare to the other comptitors less give the advt.
The taste of the vimal dairy products is good because they maintain the taste of
products but packaging is not good.
Most of the consumer complaint is that Availability of vimal dairy products are less
compare to the Amul and some other rest of brand products.
Company also not use the distributors means not depended on the distributors and
delars for sales. They should develop her own distribution network or channel.
Brand image is good but not much like the Amul and sager.
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RECOMMENDATIONS
Vimal Dairy requires advertising her products more because awareness are less in the
customers.
Company also not depend on the distributors and delars for sales so it‟s require to
depend on the distributors and dealers
According to our survey that in some area of Mehsana city, some respondents are
not aware that vimal dairy is producing some product, hence company should
work hard to promote its all products.
To promote the vimal dairy products according my opinion the best media is
newspaper, banner and television to reach at the top and potential consumer
and make others aware about the vimal dairy products.
Company should require to maintain the same quality and taste of its products
and try to improve them, so as increase the consumer is possible.
The company should try to give some promotional scheme to attract the
consumer for buying the vimal dairy products.
Vimal Dairy requires to give more focus on milk advertising by television, banner and
pamphlet to make aware regarding vimal milk.
To improve the packaging of products and quality also because most of the customers
are attract through that.
Vimal dairy needs to make its marketing team strong and also it should increase
marketing activities such as promotional campaigns.
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CONCLUSION
It was great experience during the visit and we learnt in practically knowledge and
mode the project report of visit at the “VIMAL DAIRY LTD.” We analyses and
studies during making the project report and to take the information about
organization. It was an exciting moment for me. We also get some experience about
the organization work. It is very useful in our future. We learn many things from
practical knowledge.
Most of the consumers of vimal dairy products are loyal to the company‟s products.
They would not like to shift to others company‟s dairy products in case of the
unavailability in the local area.
Respondents using Amul milk‟s home delivery service are satisfied with the
availability of Amul milk in morning and evening and also afternoon.
Vimal Dairy had to promote their sale by introduce more consumer promotion tools.
The taste of the vimal dairy products is good but packaging is not good.
Vimal Dairy have to more concentrate to improve their brand image by the ISO 9002
certificate.
Customers are not purchase milk in between the morning and evening.
Vimal Dairy future will very bright because of good management, good department,
some of skilled workers and good experienced persons. In our opinion,‟VIMAL
DAIRY LTD.’ has wide scope of growing its business. This Vimal dairy has provide
us best and useful information, which is very necessary for preparing the project
report.
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BIBLIOGRAPHY
Books:-
1. PHILIP KOTLER (Marketing Management)
Websites:-
www.vimaldairy.com
Other:
1. Old Reports
Literature Review Reference (Bibliography):-
1. MR. S.P. KARUPPASAMY PANDIAN, S. V. (August 2012). AN EMPIRICAL STUDY ON
CONSUMER PERCEPTION TOWARDS. International Journal of Marketing, Financial
Services & Management Research (IRJC) , 18-32.
2. Srivastava, V. (2011). A Study of Brand Awareness and Customer Perception of
MAHARAJA WHITELINE Products. VSRD International Journal of Business &
Management Research , 7-20.
3. Harry M. Kaiser, C. W. (1992 ). Consumer perceptions and attitudes towards bovine
somatotropin . Northeastern Journal of Agricultural and Resource Economics , 10-20.
4. Dr.S.SUDHAGAR. (July-Aug. 2012). A Study on Perception and Awareness on Credit Cards
among Bank Customers in Krishnagiri District. IOSR Journal of Business and Management
(IOSRJBM) , 14-23.
5. Sohail Ayyaz, H. B. (Jan-June 2011). Level and Determinants of Consumers‟. JOURNAL OF
BUSINESS & ECONOMICS , 60-76.
6. Dr. Qian Sun, N. S. (23-26 April 2009). CONSUMER PERCEPTION OF PRODUCT
STIMULI . In the 2nd Tsinghua International Design Management Symposium. Beijing ,
China: Tsinghua University.
7. Ms. Richa Pandit, M. D. (Sep 2012). Consumer Perception Towards 3G Mobile
Technologies. Global Research Analysis (International).
8. Mr. Bulent Ergonu (Engineering Faculty, F. E. Consumer awareness and perception to food
safety. Celal Bayar University, Turkey.
9. Olivier, A. M. (2001). Consumer Perception OF Electronic-Commerce. African Computer
Journal , 27-33.
10. Duncan, M. b. (2006). Consumer awareness and perception to food safety hazard in triniad.
Triniad, West indies: Food Control.
S.V. Institute Of Management, Kadi
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Questionnaire
Dear Respondent,
We are the students of S.V.Institute of Management, Kadi. As a part of our curriculum in
MBA Program, we are required to perform Summer Internship Project in that we supposed to
do research work. The title of our project is “A Study on Customer Awareness and
Perception towards the Products of Vimal Dairy: A Specific focus on Rural Ares”. We
are ensure you that, this data will use only for research purpose.
(1) Are you aware of Vimal Dairy Products?
{ } Yes { } No
IF yes,
(2) How did you come to know about Products of Vimal Dairy?( Multiple)
{ } Television { } Hoardings
{ } Magazine/Newspaper { } Friends
{ } Web Site { } Other, Specify......................................
(3) Which Products of Vimal Dairy are you aware of? (Multiple)
{ } Milk { } Butter
{ } Milk Powder { } Ghee
{ } Cheese { } Paneer
{ } Dahi { } Ice Cream
{ } Butter Milk { } Mozzarella Cheese
{ } Flavored Milk { } Vimal Shrikhand
(4) Are you using Vimal Dairy Products?
{ } Yes { } No
If yes,
(5) Since how long are you using Vimal Dairy Products?
Products Time Period ( In Year)
Less than 1 year 1-2 year/s 3-4 year/s >4 year/s
Milk
Milk Powder
Cheese
Dahi
Butter Milk
Butter
Paneer
Ghee
Ice Cream
Mozzarella Cheese
Flavored Milk
Vimal Shrikhand
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(6)Which promotional scheme attracts you while purchasing Vimal dairy products?
Scheme Highly Attractive Attractive Neutral Not Attractive Not at all Attractive
Discount
Gift Coupon
Cash back
(7)Which factors influence you while purchasing a Vimal Dairy Products?
Factor Highly
Influence
Influence Neutral Not
Influence
Not at all
Influence
Price
Quality
Quantity
Brand
Availability
Packaging
Promotional Scheme
Taste
(8) Who makes decision regarding purchase of Vimal Dairy Products?
{ } Wife { } Husband { } Son/Daughter
{ } Father { } Mother { } Myself
(9) Which attribute in the product makes you to buy products of Vimal Dairy?
(Rank from 1 to 5) (1for Most Important & 5 for Less Important)
Sr.
No
Dairy
Products
Yes
/No
Attribute
Price Quality Quantity Brand Availability Packaging Promotional
Scheme
1 Milk
2 Milk Powder
3 Cheese
4 Dahi
5 Butter Milk
6 Butter
7 Paneer
8 Ghee
9 Ice Cream
10 Mozzarella Cheese
11 Flavored Milk
12 Vimal Shrikhand
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(10) What criteria are you choosing at the time of selecting products of different Brands of
Dairy products? (Give Rank - 1 to 4) ( 1 is for highest & 4 is for Least )
Your
Preference in
the following
Price Quality Quantity Brand Availability Packaging Promotional
Scheme
Taste
Gaytri
Madhur
Amul
Vimal
(11) Rate the following sentences as per your agreeness.
Statements Strongly
Agree
Agree Indifferent Disagree Strongly
Disagree
Quality of Vimal Dairy products
is/are good.
The products of Vimal Dairy
is/are easily available.
Brand image of Vimal Dairy is
good in the market.
Test of Vimal Dairy products
is/are good compare to other
brands products.
Price of Vimal Dairy Products
is/are reasonable.
Vimal Dairy Products
Advertisement is more influence
the Customer.
Various flavor of Vimal Dairy
Products are available in the
market.
Vimal Dairy Products are easily
available in the any parlour.
Customers are satisfy with Vimal
Dairy Products.
(12) If Vimal dairy product is not available in your nearest place that time what will you
do.?
{ } Waiting for that
{ } Go distance for that
{ } Chose an alternative brand
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(13) You want any new products from the Vimal Dairy Products?
{ } Yes { } No
If yes, Specify _________________________
(14) Any suggestion from your side to the company.
_______________________________________________________________
Demographic Details:-
Name: - ____________________________________________
1. Gender
{ } Male { } Female
2. Age
{ } < 20 year{ } 20-30 years { } 31-40 years { } 41-50 year { } >50 year
3. Occupation
{ } Private { } Government Service { } Students
{ } Business/Professional { } Others
4. What is your Educational Background of the actual buyer of the product?
{ } Up to 12th
Std. { } Graduation { } Post Graduation { } Others
5. Number of family Member
{ } 2-4 { } 4-6 { } 6-8 { } 8 above { } others_________
6. Income (figures in Rupees/Month)
{ } Less than 10,000 { } 10,000 - 20000 { } 20000 - 30000 { } > 30,000
Thank you.................!!!!!!!!!!!!