PROJECT REPORT ON VERKA MILK PLANT, MOHALI

A STUDY ON CONSUMER BEHAVIOUR TOWARDS VERKA PRODUCTS

IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE

DEGREE OF BACHELOR OF COMMERCE
(2015-2018)

SUBMITTED TO: SUBMITTED BY:

CHANDIGARH UNIVERSITY SANDEEP SINGH
GHARUAN B.COM 4(A)
ROLL NO :1111

1
 ABSTRACT

In order to achieve practical knowledge, the classroom knowledgeof the situation, existing outsid
e the classroom. The theoreticalknowledge is useless without practical. In my project report I
conduct a survey of 100 volantiour from market. It was a great experience to deal with various
person for making this project. This project is on consumer behavior towards verka project.

2
 DECLARATION

I HEREBY DECLARE THAT THE PROJECT WORK ENTITLED “A STUDY ON CONSUM

ER BEHAVIOUR TOWARDS VERKA PRODUCTS”SUBMITTED TO CHANDIGARH UNI
VERSITY, IS A RECORD OF ANORIGINAL WORK DONE BY ME UNDER THE GUIDAN
CE OF NAME OF GUIDE, DESIGNATION AND DEPARTMENT AND THIS PROJECT WO
RK IS SUBMITTED IN THE PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR T
HE AWARD OF THE DEGREE OF BACHELOR OF COMMERCE. THE RESULTS EMBO
DIED IN THIS WORK HAVE NOT BEEN SUBMITTED TO ANY OTHER UNIVERSITY O
R INSTITUTE FOR THE AWARD OF ANY DEGREE OR DIPLOMA.

SANDEEP SINGH
15BCM1111

3
 CERTIFICATE BY THE GUIDE

THIS IS TO CERTIFY THAT THE PROJECT TITLED “ A STUDY ON CONSUMER

BEHAVIOUR TOWARDS VERKA PRODUCTS ” IS THE BONA FIDE WORK CARRIED
OUT BY _, A STUDENT OF B.COM ( SEMESTER) DURING THE ACADEMIC YEAR
( YEAR) , IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE AWARD OF
THE DEGREE OF BACHELOR OF COMMERCE AND THAT THE PROJECT HAS NOT
FORMED THE BASIS FOR THE AWARD PREVIOUSLY OF ANY OTHER DEGREE,
DIPLOMA, FELLOWSHIP OR ANY OTHER SIMILAR TITLE.

ARVINDER KAUR
PLACE:
DATE:

4
 ACKNOWELDEGEMENT

I express my sincere gratitude to Organizational Guide Mr. Nipun Puri (Marketing Manager
North) for his exemplary guidance and constant encouragement throughout the course of this
project. Moreover, I am immensely grateful to Arvinder kaur or guiding me in this Project.
I am very grateful for their constant support throughout the duration of the entire project. I si
ncerely express my thanks to our Professors for their valuable guidance. I thank each and eve
ry one of them for their valuable suggestions, motivation and encouragement. I wish to expre
ss gratitude to all those, whom I have worked and interacted with and whose thoughts and ins
ights helped me to further increase my knowledge and understanding of the project. Last but
not the least; I would like to thank Chandigarh University, Gharuan for giving me the opport
unity to get this relevant exposure in the corporate sector.

SANDEEP SINGH
15BCM1111
University School of Business

5
 TABLE OF CONTENTS

CHAPTER CONTENTS
1 COMPANY PROFILE

 INTRODUCTION

 MISSION/VISION/OBJECTIVES OF VERKA

 HISTORY OF VERKA

 MILK PROCUREMENT

 MILK PLANT PRODUCTS

 ORGANISATION STRUCTURE

 ORGANISATION NETWORK

2
REVIEW OF LITRETURE
3 CONSUMER BEHAVIOUR
4 OBJECTIVES OF STUDY
5 SWOT ANALYSIS
6 RESEARCH METHODOLOGY
7 DATA ANALYSIS
8 SUGGESTIONS
9 CONCLUSION
10 BIBLIOGRAPHY
11 ANNEXURE

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 CHAPTER-1

COMPANY PROFILE

7
 INTRODUCTION

Verka is Co-Operative Company and is former oriented autonomous or organization based on Co

-Operative pattern. It is the king of Punjab Region as far as Milk Procurement is concerned. Its d
aily Milk production is around 2.00 lacs liters per day on an average and that is why huge amoun
t of Milk production has become its core competency. It produces many daily products.
"MILKFED" is a group of Milk Union established under operation flood program as the implem
enting agency by the government of Ropar and metropolis Chandigarh. The Ropar district co-ope
rative milk produces union was established in the year of 1980.
The milk plant has installed capacity of process 2,00,000 litres of milk per day and it is registere
d handling capacity of 2,00,000 liters by the year 2014-15. The milk plant is managed by qualifie
d professionals in the dairy field. The production facility are backed up by quality assurance, mar
keting training, financial management, data processing and other required services, providing a v
ibrant work environment to its personnel in pursuit of excellence.
The milk plant is committed to supply quality and safe milk and milk products to its esteem cust
omers at the right time. The milk plant has introduced ISO 9001:2000. Management system and I
ndian standard of hazard analysis and critical points (HACCP)/IS: 15000-1998 to ensure highest
quality products with built in safety to consumers.
Recently, the Verka Milk Plant Mohali of Milkfed Punjab have bagged prestigious National Prod
uctivity Council Award at National level Competition in the field of dairy processing industries c
onducted by National Productivity Council of India, New Delhi

FACTS ABOUT VERKA :

 First milk plant of the state was setup at verka near the amirtsar.

 The brand name of milk and milk products was adopted as verka.

 The foundation stone of the milk plant was laid down by S.Parkash Singh Badal, the CM
of Punjab.

 Commissioning of the plant was done by Dairy Development Corporation in 1974.

8
 Inauguration of done by Late. Indira Gandhi which was the PM of the INDIA.

 The capacity of the plant was 1.00 lac litre/day, including power plant of 7MT and now it
is 4.00 lac litre/day.

 Village level cooperative societies was also formed on “Anand Pattern”. The system was
run by the farmers, of the farmers , for the farmers.

9
MISSION / VISION/
OBJECTIVES OF
VERKA

10
 MISSION:-

Our mission is to be a leader in Diary Industry in terms of quality of products. To support the mi
lk producers in uplifting their rural economy, make all the Milk Unions viable and ensure quality
Milk & Milk Products to consumers.

VISION:-

Our vision is to give best quality and safe products to consumers and maximum remunerative pri
ce & technical inputs facilities to milk producers at village level. To achieve sales turnover of RS
. 2500.00 Crores by 2014-15by ensuring more than 20% growth every year.

OBJECTIVES:-

1. To bring prosperity to milk producers in the state through assured market and
remunerative prices all round the year.

2. To provide fresh hygienic milk to urban consumers at reasonable rates.

3. To ensure viability and growth of milk unions by converting surplus milk into products
and ensure their marketing.

4. To modernize existing Plants and upgrade technology from time to time.

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 HISTORY OF VERKA MILK PLANT MOHALI

The company has been well known by its brand name “VERKA” especially in Punjab and Harya
na. Chandigarh milk plant was set up in year 1961-1962 to meet the milk needs initially. Butit w
as not able to fulfil the growing requirements of Chandigarh city. Due to this reason another plan
t was set up in “SEPTEMBER 1980” at Mohali (PUNJAB), which is adjoining to Chandigarh. T
his plant has been established in 1980 by Punjab Dairy Development Corporation. The Governm
ent Dairy Organisations which were running parallel to each other at this time. In 1982 these bot
h organization submerged in to the organization which is named as MILKFED. Milkfed came in
the existence with the twin objective of providing remunerative milk market to the milk producer
s for the enhancement of milk production on other hand.

In the beginning, the capacity of the plant was 1,00,000 litre/day and the number of workers was
only 700. The products was manufactured initially were liquid milk, ghee and cheese. Curd prod
uction started in 1977 and Paneer production started in 1990. The plant has introduced ISO-9002
quality management system to ensure highest quality products with built in safety to the consume
rs. Ropar milk union, Mohali includes about 860 milk production cooperative.

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 MILK PROCUREMENT

Production of Milk is confined to rural areas. Therefore, milk has to be collected and transported
from production points in the Milk Shed areas to processing and distribution points in cities.

The common system of collection of milk is by: -

(i) Cooperative Societies.

(ii) Milk collection from own chilling centers, and
(iii) From the Union of Punjab Federation

COOPERATIVE SOCIETIES

In the past the farmers used to sell their milk to the middleman. The middleman decided the price
of the milk according to his convenience & profit. To change the practice, the farmers in Gujarat
decided to form societies comprising of farmers having milk and so the cooperative societies we
re born.

Formation of Dairy Cooperative societies in the villages is necessary for the dairy development o
f any state. Milk Plant Mohali also has a large number of Dairy Cooperative Societies from whic
h plant collects raw milk both in flush and lean season.

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NOTE ON COOPERATIVE DAIRY IN PUNJAB
India becoming a member of the WTO and with recent removal of the Quantitative Restrictions (
QR), by the Government of India, the days of protection are over. Now Indian milk and milk pro
ducts are highly vulnerable to international competition. The Indian Dairy sector is at a transnati
onal phase wherein it is gradually emerging from being a social household industry to a commer
cial sector. Although the dairy and animal husbandry in India are as old as the civilization, it has
always been perceived as support system to households and not considered as commercial enterp
rise. In contrast, in the developed nations, dairy is a core business wherein every part of the milc
h animal is utilized for value addition to derive best economic benefits. Technology interventions
take place from the grass root levels in the breeding, animal feed, health care milk production an
d enhancement, milk collection and transportation and of course processing and marketing. The
business enterprise ecosystem is therefore organized and mechanized from the farm to the consu
mer. A critical component of the chain remains taking care of hygiene, cleanliness and quality th
at are essential parameters for extending shelf life as soon as the milk comes out of the udder.

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 MILK PLANT PRODUCTS

Milk Plant has to maintain company specifications for its milk and milk products to provide stan
dard and quality of products to consumers.

In Milk Plant Mohali four different kinds of milk are processed and packed.

(I) Standard Pasteurized Milk.

(II) Pasteurized Double Tonned Milk

(iii) Pasteurized Skimmed Milk

(iv) Premium (Full Cream) Milk

 Paneer
 Curd
 Lassi
 Kheer
 Ghee
 Cheese

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ORGANISATION STRUCTURE

Abbreviations used:-
DM Deputy Manager
S.R" Sale Representative
ASSTT Assistant
JDC Junior Dairy Chemist
SUP Supervisor
S.K Store Keeper
INC. SEC Incharge Security
16
F.S.R Sales Representative
 ORGANISATION NETWORK

For the smooth running of plant, various sections are managed by the management. Each and eve
ry activity is delegated to particular section. It is impossible for top management to take decision
on every problem, so various tasks are delegated to various sections. These sections are interrelat
ed to have frequent contacts with one another and it is easy to share the information.
These integrated tasks teams handle their problems and make the supervision easy.

The following are the sections in the Verka Organisation:

1. Procurement Section
2. Production Section
3. Quality Control Section
4. Marketing Section
5. Accounts Section
6. Administrative Section
7. Engineering Section
8. Purchase Section
9. Store Section
10. MIS Section

11. Security Section

17
 NETWORK

Verka is having an apex body at the state land known as "MILKFED" Punjab, Chandigarh. To st
art with functions in various fields of different unions in different Districts and to operate with D
airying and Dairy Fields that is the operation flood with assistance of National Dairy Co-operatio
n (NDC) Delhi and later on is launched to operate flood second who is affiliated to Punjab Milk
Fed. It helps to its affiliated Districts Milk Co-operations in 11 Districts. These Districts Union a
re:-

1. ROPAR
2. PATIALA
3. LUDHIANA
4. FARIDKOT
5. FEROZPUR
6. SANGRUR
7. BATHINDA
8. GURDASPUR
9. HOSHIARPUR
10. JALANDHAR
11. AMRITSAR

These unions in eleven districts of the state carry out smooth functioning of marketing, procurem
ent, cattle breeding program though district co-operative unions.

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 Marketing

MILKFED is serving nation wide consumers through its net work of Regional offices and very st
rong Distribution channels. MILKFED markets a wide range variety of Verka products which in
clude liquid milk, skimmed milk powder, whole milk powder, ghee, butter, cheese, lassi, SFM, I
ce Cream, etc. The annual turn over of MILKFED has crossed Rs.1255 crores. Verka is a brand l
eader in milk powders and SMP marketed by MTLKFED commands a premium price over powd
ers manufactured by competitors which include multi national as well as private trade and other
Cooperative Federations. Now Verka is known for its quality, freshness, purity and of course its
home made taste
.
EXTENSION OF THE BRAND:
After winning faith of innumerable consumers, Verka did not stop. Changing times brought new
trends, needs, tastes and hopes. Verka, dynamic as ever too acquired newer forms of adding valu
es to milk and milk products. Apart from introducing new variants of UHT long shelf life milk a
nd SFM in carry away bottles, Milkfed has a plan to add more variety of flavours in SFM. VERK
A Ice Cream in different flavours and packagings is available in the market. Many new products
are in pipe line.In true sense, milk had never meant so much before.

EXPORT OF MILK PRODUCTS:

After carving a niche in the national market, Verka brand has reached in foreign market also. MI
LKFED has established its Ghee market in Middle East . Verka Ghee reaches all the emirates an
d is available almost in all super markets. The penetration is so deep that Verka ghee is available
even in far off labour camps. In addition to Dubai, Saudi Arabia, Muscat, Australia and Japan, V
erka Ghee is exported to New zealand and Malasia also.

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 CHAPTER-2
CONSUMER BEHAVIOUR

Consumer behaviour also called as Consumer Psychology is a branch of applied Psychology, ma

rketing and Organizational Behaviour. It examines consumer decision making process and ways
in which they gather and analyze information from the environment. See the consumer behaviour
article for an overview. Consumer behaviour is a multidisciplinary field which is integral to Psy
chology and aspects of household economy studied in microeconomics.
The study of consumers helps firms and organizations improve their marketing strategies by und
erstanding issues such as how
 The psychology of how consumers think, feel, reason, and select between different
alternatives (e.g., brands, products);
 The psychology of how the consumer is influenced by his or her environment (e.g.,
culture, family, signs, media);
 The behavior of consumers while shopping or making other marketing decisions;
 Limitations in consumer knowledge or information processing abilities influence
decisions and marketing outcome;
 How consumer motivation and decision strategies differ between products that differ in
their level of importance or interest that they entail for the consumer; and
 How marketers can adapt and improve their marketing campaigns and marketing
strategies to more effectively reach the consumer.
Understanding these issues helps us adapt our strategies by taking the consumer into consideratio
n. For example, by understanding that a number of different messages compete for our potential
customers’ attention, we learn that to be effective, advertisements must usually be repeated exten
sively. We also learn that consumers will sometimes be persuaded more by logical arguments, bu
t at other times will be persuaded more by emotional or symbolic appeals. By understanding the

20
consumer, we will be able to make a more informed decision as to which strategy to employ.

One "official" definition of consumer behavior is "The study of individuals, groups, or organizati
ons and the processes they use to select, secure, use, and dispose of products, services, experienc
es, or ideas to satisfy needs and the impacts that these processes have on the consumer and societ
y." Although it is not necessary to memorize this definition, it brings up some useful points:
 Behavior occurs either for the individual, or in the context of a group (e.g., friends
influence what kinds of clothes a person wears) or an organization (people on the job
make decisions as to which products the firm should use).
 Consumer behavior involves the use and disposal of products as well as the study of how
they are purchased. Product use is often of great interest to the marketer, because this
may influence how a product is best positioned or how we can encourage increased
consumption. Since many environmental problems result from product disposal (e.g.,
motor oil being sent into sewage systems to save the recycling fee, or garbage piling up at
landfills) this is also an area of interest.
 Consumer behavior involves services and ideas as well as tangible products.
 The impact of consumer behavior on society is also of relevance. For example,
aggressive marketing of high fat foods, or aggressive marketing of easy credit, may have
serious repercussions for the national health and economy.

There are four main applications of consumer behavior:

 The most obvious is for marketing strategy—i.e., for making better marketing
campaigns. For example, by understanding that consumers are more receptive to food
advertising when they are hungry, we learn to schedule snack advertisements late in the
afternoon. By understanding that new products are usually initially adopted by a few
consumers and only spread later, and then only gradually, to the rest of the population, we
learn that (1) companies that introduce new products must be well financed so that they
can stay afloat until their products become a commercial success and (2) it is important to
please initial customers, since they will in turn influence many subsequent customers’
brand choices.
 A second application is public policy. In the 1980s, Acutance, a near miracle cure for

21
 acne, was introduced. Unfortunately, Acutance resulted in severe birth defects if taken by
pregnant women. Although physicians were instructed to warn their female patients of
this, a number still became pregnant while taking the drug. To get consumers’ attention,
the Federal Drug Administration (FDA) took the step of requiring that very graphic
pictures of deformed babies be shown on the medicine containers.
 Social marketing involves getting ideas across to consumers rather than selling
something. Marty Fishbone, a marketing professor, went on sabbatical to work for the
Centers for Disease Control trying to reduce the incidence of transmission of diseases
through illegal drug use. The best solution, obviously, would be if we could get illegal
drug users to stop. This, however, was deemed to be infeasible. It was also determined
that the practice of sharing needles was too ingrained in the drug culture to be stopped.
As a result, using knowledge of consumer attitudes, Dr. Fishbone created a campaign that
encouraged the cleaning of needles in bleach before sharing them, a goal that was
believed to be more realistic.
 As a final benefit, studying consumer behavior should make us better consumers.
Common sense suggests, for example, that if you buy a 64 liquid ounce bottle of laundry
detergent, you should pay less per ounce than if you bought two 32 ounce bottles. In
practice, however, you often pay a size premium by buying the larger quantity. In other
words, in this case, knowing this fact will sensitize you to the need to check the unit cost
labels to determine if you are really getting a bargain.
There are several units in the market that can be analyzed. Our main thrust in this course is the co
nsumer. However, we will also need to analyze our own firm’s strengths and weaknesses and tho
se of competing firms. Suppose, for example, that we make a product aimed at older consumers,
a growing segment. A competing firm that targets babies, a shrinking market, is likely to conside
r repositioning toward our market. To assess a competing firm’s potential threat, we need to exa
mine its assets (e.g., technology, patents, market knowledge, awareness of its brands) against pre
ssures it faces from the market. Finally, we need to assess conditions (the marketing environment
). For example, although we may have developed a product that offers great appeal for consumer
s, a recession may cut demand dramatically.

22
 CHPATER-3
REVIEW OF LITRETURE

Dr. Arvind Kumar Yadav and Mr. Suman Yadav (2008)Journal of IPM Meerut
The research on the on the topic “CONSUMER SATISFACTION IN SBI” the
objective of the study is to made analyse with regard to the assessment of services provided by
SBI to the customers. The research methodology used by researcher includes collection of
primary and secondary data. Primary data has been collected from the existing customers of SBI.
Data collected has been analyzed by researcher through tables, graphs and pie charts. By the
researcher found that the expectations of customers of SBI are met to a limited extent

Dr. N. Kathirvel and Dr. N Chandersekaran (2008)Indian journal of marketing

The researcher research on the topic “CONSUMER BEHAVIOUR AND BRANDPERFORMA
NCE TOWARDS THE ONIDA T.V” the objective of the research
was to study consumer satisfaction and brand loyalty of the respondents toward the Onida T.V. F
or this researcher collected primary and secondary data from the sources. The research methodol
ogy adopted by the researcher includes chi-square test, percentage, arithmetic mean, correlation,
and variance. The researcher founded that favorable appreciation response was received from the
customers. Study also certifies that consumer behavior is unpredictable one in any kind of the m
arket

23
J.V Rangeswara Reddy (2009)Indian journal of marketing
The researcher research on the topic “CUSTOMER SATISFACTION OF NOKIAMOBILE HA
NDSET USERS”
the objective of the research is to study thesatisfaction level of the customers, awareness of custo
mer about the products andto predict the consumer behavior. For this researcher collected primar
y data andanalyse it with the help of tables, charts, bar graphs and pie charts. The researcherfoun
d that the product awareness about the nokia product is high as compared toothers. It is also conc
luded that the consumer is influenced to buy nokia due to itsbrand image and also the satisfaction
level of customers of nokia is high ascompared to the others handsets in market.

Steen amp (1991)

studied the Consumers' variety seeking tendency (intrinsic desire for variety) is recognized as an
important characteristic that influences consumers' electronic choice behaviour. Empirical studie
s in economics and marketing have not specifically focused on this consumercharacteristic, but i
nstead have approached the issue from the overt behaviour side. Given the great many factors tha
t mayunderlie variation in behaviour, intrinsic desire for variety cannot be validly derived directl
y from observed behaviour. Instead, a measure specifically tapping this consumer characteristic
is required. In this paper a scale(VARSEEK) for measuring consumers'variety seeking tendency
with respect to foods is developed. The construct validity of this VARSEEK-scale is investigated
extensively and managerial implications are discussed

H.k mukharje (1995)

studied that two-equation bivariate probit model was formulated to analyze simultaneously consu
mers' preferences and attitudes toward organically grown produce (OGP). Results suggest that co
nsumers who are nutritionally conscious, concerned about the use of pesticides,and wanting prod
uce tested for freedom from residues would have a higher Propensity to prefer OGP. Among the
potential buyers, consumers who are white, better-educated, and have large families are more lik
ely than others to tolerate sensory defects. The study suggests that testing and certification, senso
ry qualities, and competitive pricing are the most important factors that would enhance the marke
ting potential of OGP

24
 CHAPTER-4

OBJECTIVES OF STUDY

 To study the functioning of Verka Milk Plant.

 To study the consumer satisfaction towards Verka Milk products.

 To find out knowledge regarding the marketing strategies of Verka Milk products.

 To get information about the awareness of Verka Milk products among consumers.

 To study the brand image.

25
 CHAPTER-5
\

SWOT ANALYSIS
STRENGTHS
 Minimum interference from the top management in day to day working.
 Qualified, experienced and devoted workforce.
 Brand name - Verka
 Direct contacts with milk producers.
 Own cattle feed plant and fodder seed grading station for supplying certified fodder seeds
.
 Technical and financial guidance and support from Milkfed Head Office Chandigarh and
National Dairy Development Board.
 Good corporate governance and socially responsible organization.
 Emotional attachment of people to Verka as they consider it as brand of Punjab. Such a st
atus is not enjoyed by any of the other brands in the market.

WEAKNESSES
 Highly competitive market.
 Problems in research and development.
 Fewer facilities for transportation of milk.
 The plant is having very limited human resources and most of its departments are falling
short of work force putting extra burden on present work force.
 Other brands of milk are giving tough competition, as it does not advertise its products co
mpletely.
 Although management is devoted to its work but they are traditionally educated so they le
arn by experience.

26
OPPORTUNITIES
 Skimmed Milk Powder (SMP) is cheaply available to milk plant as it is prepared when pr
ocurement is more than demand. This allows milk plant to give competitive prices for pr
ocuring milk and attract more and more dairy farmers.
 Although Verka is having a broad range of products but still there are certain niche produ
cts which Verka do not manufacture until now. Verka should make efforts in developing
such products like Skimmed Milk in tetra packs.
 Milk plant is already exporting Ghee to gulf countries. It has received export orders for S
kimmed Milk Powder, Ghee and Raseela. Thus, it is expected that by more exports, it wil
l earn more precious exchange for country.
 National Dairy Development Board is also helping milk union to increase milk procurem
ent.
 Health consciousness among people is increasing day by day and thus there is huge mark
et for pro-biotic milk and milk products

THREATS
 Other big companies like Dairy Pure and Vita are foraying into milk business. There is a
possibility of this trend being followed by other Companies like Amul and thus creating t
ough competition for Verka.
 In the absence of strict quality parameters for private dairies, the entry barrier for them is
very low.
 As it is a government organization any change in government means change in its all poli
cies.
 The cost for the raw material is continuously rising and this major cause warning people f
rom dairy farming

27
 CHAPTER-6

RESEARCH METHODOLOGY
For achieving the objectives of study, survey was conducted. Forsurvey, personal interviews of t
he consumers were undertaken. Personal interviews was selected as the mode of survey to make t
he study more meaningful & so that maximum information could be collected. For conducting th
e personal interviews of the consumers, a questionnaire was made. The questionnaire was structu
red with open ended & close ended questions.

USEFULNESS OF STUDY
The study can be useful to the company as they might come to know about the importance of bra
nd image and marketing strategies in the Verka Milk Plant.
The study can be of great importance to the company.
Sample Size:
A sample of 100 was selected at random.

Types of Data:
I have used printing as well as secondary data. Some data is been taken from internet, some from
MILKFED literature and some is gathered through questionnaire.

28
LIMITATIONS OF STUDY
1. The information provided by the workers is not definitely true.

2. The samples of consumers are not representative of the total workforce.

3. The consumers hesitate disclosing the true facts in order to secure their job.

4. There is no measure to check out whether the information provided by the consumers is
correct or not.

5. The behaviour of the consumers is not co-operative while giving information, so it is very
time consuming.

29
 CHAPTER-7

DATA ANALYSIS

30
 ANALYSIS & INTERPRETATION

1. Kind/source of milk purchased?

Packed 34

Dairy 25

Milkman 41

Packed
Milkman 34%
41%

Dairy
25%

Packed Dairy Milkman

Interpretation: According to 100 respondents 34% people says that they use to use packed m
ilk, 25% says they use dairy milk and rest 41% says they use milk brought by milkman.

31
2. Which of the following would prefer?

Quality 67
Quantity 39
Taste 53
Price 73
Availability 79
All 46

All Quality
13% 19%

Availability Quantity
22% 11%

Taste
Price 15%
20%

Quality Quantity Taste Price Availability All

Interpretation: According to 100 respondents 19% says they prefer quality, 11% says they pr
efer Quantity, 15% says they prefer Taste, 20% says they prefer Price, 22% says they prefer Avai
lability and rest 13% says they prefer All.

32
3. Are you aware about the “operation Flood”?

Yes 79

No 21

No
21%

Yes
79%

Yes No

Interpretation: According to 100 respondents 79% says Yes they are aware of operation floo
d and rest 21% says No they are not aware of operation flood.

33
4. Are you aware of Verka milk brand?

Yes 83

No 17

No
17%

Yes
83%

Yes No

Interpretation: According to 100 respondents 83% says Yes they aware of Verka milk Brand
and rest 17% says that they are Not aware of the Verka milk brand.

34
5. Are you aware that Verka produces different kind of milk for different seg
ment of consumer?

Yes 47

No 53

Yes
47%

No
53%

Yes No

Interpretation: According to 100 respondents 47% says Yes they aware of Verka produces di
fferent kind of milk for different segment of consumer and rest 53% says that they are Not aware
of the Verka produces different kind of milk for different segment of consumer.

35
6. Are you aware that skimmed milk is good for patient and health conscious
people Contain 0.05% fats?

Yes 39

No 61

Yes
39%

No
61%

Yes No

Interpretation: According to 100 respondents 39% says Yes they aware of the skimmed milk
is good for patient and health conscious people contain 0.05% fats and rest 61% says that they ar
e Not aware of the skimmed milk is good for patient and health conscious people contain 0.05%
fats.

36
7. Are you aware of the importance of the logo of “operation flood” on Verka
milk Packs?

Yes 33

No 67

Yes
33%

No
67%

Yes No

Interpretation: According to 100 respondents 33% says Yes they aware of the importance of
the logo of “operation flood” on Verka milk packs and rest 67% says that they are aware of the i
mportance of the logo of “operation flood” on Verka milk packs.

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8. Are you aware that Verka milk is pasteurized?

Yes 79

No 21

No
21%

Yes
79%

Yes No

Interpretation: According to 100 respondents 79% says Yes they aware that Verka milk is pa
steurized and rest 21% says that they are not aware that Verka milk is pasteurized.

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9. Are you aware of the shelf life of Verka milk?

Yes 43

No 57

Yes
43%

No
57%

Yes No

Interpretation: According to 100 respondents 43% says Yes they aware of the shelf life of V
erka milk and rest 57% says that they are not aware of the shelf life of Verka milk.

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10. Are you aware of the storage conditions for the Verka milk?

Yes 41

No 59

Yes
41%

No
59%

Yes No

Interpretation: According to 100 respondents 41% says Yes they are aware of the storage co
nditions for the Verka milk and rest 57% says that they are not aware of the storage conditions fo
r the Verka milk.

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11. Are you aware that Verka has consumer service also?

Yes 23

No 77

Yes
23%

No
77%

Yes No

Interpretation: According to 100 respondents 23% says Yes they are aware that Verka has c
onsumer service also and rest 77% says that they are not aware that Verka has consumer service
also.

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12. Why do you prefer Verka over other brand?

Price 41

Taste 57

Quantity 43

Availability 51

Availability, 51 Price, 41

Quantity, 43 Taste, 57

Price Taste Quantity Availability

Interpretation: According to 100 respondents, 41 responded that price is the reason to prefer
against other brand, 57 prefer taste, 43 the quantity and 51 due to availability.

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13. Are you aware that standard toned & double toned milk are the best to be
used for household purposed?

Yes 57

No 43

No
43%

Yes
57%

Yes No

Interpretation: According to 100 respondents 57% says Yes they are aware that standard ton
ed & double toned milk are the best to be used for household purposed and rest 43% says that the
y are not aware that standard toned & double toned milk are the best to be used for household pu
rposed.

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14. Are you aware that full cream milk is the best for growing children & spor
ts person as it contain 6.0% of facts?

Yes 63

No 37

No
37%

Yes
63%

Yes No

Interpretation: According to 100 respondents 63% says Yes they aware that full cream milk
is the best for growing children & sports person as it contain 6.0% of facts and rest 37% says that
they are not aware that full cream milk is the best for growing children & sports person as it cont
ain 6.0% of facts.

44
15. Do you switch over to other brand?

Yes 32

No 68

Yes
32%

No
68%

Yes No

Interpretation: According to 100 respondents 68% says Yes they want to switch over to othe
r brand and rest 32% says that they do not want to switch over to other brand.

45
16. Why do you switch over?

Price 28

Taste 23

Quantity 19

Availability 17

Availability,
17 Price, 28

Quantity, 19
Taste, 23

Price Taste Quantity Availability

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17. Is Verka using any kind of media to media to media to promote its product
s & to make the consumer aware about its products?

Yes 79

No 21

No
21%

Yes
79%

Yes No

Interpretation: According to 100 respondents 79% says Yes Verka is using media to media t
o promote its products & to make the consumer aware about its products and rest 21% says No V
erka is not using any kind of media to media to promote its products & to make the consumer aw
are about its products

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 CHAPTER-8

SUGGESTIONS & RECOMMENDATIONS

Though the survey revealed that rural people like Verka's products to a great extent and there is
more demand of Verka brand but then also some people want a change in its price, quality, quant
ity and some in availability. Therefore, to make its customers fully satisfied, some measures shou
ld be taken which will also add to its sales and improve its position in the rural market. So, there
were some suggestions given by the people which are summed up as follows :-

a) Reduction in Price :-

Generally, people are not satisfied with the prices of 'Verka products'.they feel the product
s are bit expensive.Thus, to satisfy its customers, price should be reduced to some extent.

b) Distribution System should be improved :-

People of rural area are not satisfied with the distribution system. So, distribution system
should be improved in rural areas.

c) Lack of Advertisement :-

Rural people have also complained about the advertisement of the brand Verka. It should
be made popular through more and more advertisements and schemes so as to attract peo
ple of all age groups. More hoardings should be put in villages and with the help of word
of mouth more awareness about products should be given.

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d) Availability :-

The products of Verka should be easily available in societies. There are some area where
Verka products are not available easily in societies. Therefore, Verka should expand its
market in rural area, so that products are available easily. More variety of products should
be send to the societies.

e) Improve quality of cattle field :-

Some people also suggested that quality of feed which is supplied to societies should be I
mproved so that good quality feed is given to stock .

Apart from all the above, some rural people had nothing to suggest and they said that it
needs no amendments.

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 CHAPTER-9

CONCLUSION

Lastly to conclude it was a great experience to do research on Verka . I met so many faces in
market, and got the meaning about the real market . I got the reasons for the like and dislike of
people towards Verka .

Comparing to other brands Verka has goodwill in the market. Even though it is facing some prob
lems because of Amul and other brands. So it should try to create awareness, provide good servi
ce with good quality milk as well as it should motivate the dealers. I have found that Verka is pro
viding good quality because of this many customer use this brand . The response of the people w
as good towards Verka comparing to others brands

It was an amazing experience with learning all the way, which helped me to brush up my
knowledge and skills.

50
 CHAPTER-10

BIBLIOGRAPHY

 http://verka.coop
 http://en.wifipedia.org

51
 CHAPTER-11

ANNEXURE

1.Kind/source of milk purchased?

Packed
Dairy
Milkman

2. Which of the following would prefer?

Quality
Quantity
Taste
Price
Availability
All

3. Which packed milk do you use?

________________________________.

4. Which is the top of the mind milk brand for you ?

________________________________.

52
5. Are you aware about the “operation Flood”?
Yes
No

6. Are you aware of Verka milk brand?

Yes
No

7. Are you aware that Verka produces different kind of milk for different seg
ment of consumer?
Yes
No

8. Are you aware that skimmed milk is good for patient and health conscious
people contain 0.05% fats?
Yes
No

9. Are you aware of the importance of the logo of “operation flood” on Verka
milk packs?
Yes
No

10. Are you aware that Verka milk is pasteurized?

Yes
No

11. Are you aware of the shelf life of Verka milk?

Yes
No

53
12. Are you aware of the storage conditions for the Verka milk?
Yes
No

13. Are you aware that Verka has consumer service also?
Yes
No

14. Why do you prefer Verka over other brand?

Price
Taste
Quality
Availability

15. Are you aware that standard toned & double toned milk are the best to be
used for household purposed?
Yes
No

16. Are you aware that full cream milk is the best for growing children & spor
ts person as it contain 6.0% of facts?
Yes
No

17. Do you switch over to other brand?

Yes
No

54
18. Why do you switch over?
Price
Taste
Quantity
Availability

19. Is Verka using any kind of media to media to media to promote its product
s & to make the consumer aware about its products?
Yes
No

20. Any suggestion, if you have ?

__________________________________________________________________
__________________________________________________

Personal information
Name_______________________
Address____________________________
Ph.No. _______________

Thanks for sparing few minutes to fill the Questionnaire.

55