[A STUDY FACTORS AFFECTING FOR CONSUMPTION OF OMFED ICECREAM IN BHUBANESWAR]

2012

A STUDY ON FACTORS AFFECTING FOR CONSUMPTION OF OMFED ICECREAM IN BHUBANESWAR

SAMANTA CHANDRA SEKHAR (AUTO) COLLEGE Submitted by:

A PROJECT REPORT SUBMITTED TO:-

LOKANATH LENKA

COLLEGE ROLL NO.-309C110 EXAM ROLL NO:- 20209019 +3 Final Year, Commerce

IN PARTIAL FULFILLMENT OF
Award of degree in Bachelor of Commerce Under the guidance of Mrs.Puja mohanty Lecture P.G. Department of Commerce

P.G. DEPARTMENT OF COMMERCE SAMANTA CHANDRA SEKHAR (AUTO)COLLEGE PURI 2011-2012

S.C.S (AUTO) COLLEGE ,PURI

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INTRODUCTION
In the present scenario, all things are variable and possible in the world and so is our the life- style Society is rapidly changing in the modern way and following western culture. The modern changes are being shadowed in our young mass basically at changing food habits, living manner & social acceptance. Now the ice-cream, soft drinks, chocolate, candy, etc are playing a elderly role in modern culture so far the food choice is concerned. In modern society, there is tremendous demand of ice-cream at children, adults, middle- front age of market. To sell its products and provide 100% customer satisfaction with good quality and low price, now the present era market are very competitive. Some of the national ice-cream companies and domestics companies are very much interested to accrue their market-share such as FROSTEE, CELESTY, AMUL, DINSHAWS, AMRIT, VADILAL, TOP n TOWN , SWEET,COOLFI,KWALITY WALL. The company produces its products looking the demand of market.

OBJECTIVE OF RESEARCH STUDY :

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To study the product mix of different product lines of OMFED. To identify the customers choices in context of taste, design packaging, brand etc. To ascertainment the views of stake holders in connection with product mix and the problem associated with thereof and to suggest necessary

alternation in current arrangement. To examine the effectiveness of product range of OMFED in the market. To find out factors affecting the demand of OMFED product.

SIGNIFICANCE OF RESEARCH STUDY

All progress in born of inquiry. Doubt is often better than overconfidence for it leads to inquiry and inquiry leads to invention is a famous Hudson Maxim in context of which significance can be well understood .It promotes the development of organization and logical habits of thinking.

Customer is riddle. He is a highly complex entirely. His needs and desire are innumerable and they very from security needs to aesthetic needs. Customer is difficult puzzle to a marketer. And the marketers job remain challenging mainly because he had to predict the unpredictable-customer.

Here research plays an important role to organization in understanding the customer more clearly. It transfers necessary views, ideas, suggestion and other informanation from customers to organization and vice-versa.

Thus research helps to bring the customer closer to organation. Which in turn enables the marketer to analyze the customer.

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Limitation
Every action has equal and opposite reaction so everythin have some advantages and limitation also.Therefore, the investigation has some limitations. It is very costly where the number of persons to be interview is large and they are spread over a wide geographical area.

The chances of personal prejudice and bias are greater under direct interview method.

More time is required for collecting information.

Interviews are held only at the convenience of the respondents. Thus if informanation is required to be obtained from the working member of house holds, interviews were either held in the evening or weekends.

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Company profile
HISTORY OF THE COMPANY The Orissa State Co-operative milk producers Federation (OMFED) was stared on 26th January 1981 under the operation flood-I program. The Main Objective of the staring this federation was to develop the diary industry as on organized sector in Orissa. Before staring of the diary sector by encouraging the formation of milk producers cooperative societies at village level in Cuttack and Puri district with the expansion of the market pasteurized milk a new plant was planned at Chandrasekhar, Bhubaneswar .This plant of 1,00.000 liter per day handling capacity was commissioned by National Dairy Development board and hand over OMFED ON 12th December 1984. The Bhubaneswar Dairy plant covered 1000 square fit of land. There 200 number of workers are working in the factory. There is 16 staff for the company. The area of marketing of Bhubaneswar dairy are Cuttack , Bhubaneswar, Jatani, Khurdha, Balesore, Berjampur, Bhadrak, Angul, Dhenkanal, Taleher, Jajpur, etc. There are about 400 retailer engaged in Bhubaneswar Dairy with commission basis of 20 paisa per liter. The Orissa state Cooperative Milk Producers Federation Limited (OMFED) is an apex level Dairy Cooperative Society Act- 1962. It as become into existence to integrate the Milk producers in rural areas with consumers in the urban areas with an enterprising aptitude. To carry out activities for promoting production.

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Procurement, processing and marketing of milk & milk products for economic development of rural farming community.

Adding to it, OMFED not only conducts milk and milk product, it plays other allied business activities such as cattle feeds and marine feeds, Kandhamal organic products and horticulture products. The operational network area reaches to the every corner of Orissa, spreading from Cuttack , Puri, Boudh, Dhenkanal , Keonjhar ,Ganjam, Gagpati, Bolangir , Sundargarh, Khandamal ,Sambalpur, Bhadrak, Baleswar and Koraput having their milk union .Every milk union has its individual corporate office.

The organization has also established training and demonstration program such as Omfed Training and Demonstration [OMTDC] situated at Jagannathpur, Balianta, another plants are located such as cattle feed and marine feed at Radhadamadurpur, Athgarh and another plants is establish such as Omfed Agri Processing Centre [OMAPC] at Samantrapur at Cuttack and at near Chandersekharpur, the production plant of Omfed situated at rail Kutir.

OBJECTIVE OF COMPANY
The major objective of OMFED are follows : To carry out activities for promoting production. Procurement, processing and marketing of milk & milk products for economic development of rural farming community.
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Development and expansion of such allied activities as may be

conductive for the promotion of dairy industry. Improvement and protection of milk animals and economic betterment of those engaged in production. In particular and without prejudice to the generality of the forgoing objective, the federation may:Purchase and/or erect building, plant machinery and other ancillary objects to carry out business. Study problems to mutual interest related procurement, marketing of dairy and allied products. Purchase commodities from the members of other sources without affecting the interest of the members, process, manufacture, distribute and sell them same, arrange to manufacture/ purchase and distribute balanced cattle feed and for the purpose to set up milk collection raw material for ice cream and chilling centers, processing plants, product factories etc, in any of the district covered under its area of operation. provide veterinary aid and artificial insemination services and to undertake animal husbandry activities so as to improve animal health care disease control facilities. advice guide and assist the milk union in all respects of management, supervision audit functions. Render technical, administrative, financial and other necessary assistance to the member unions and enter in to collaboration arrangement with some one, if the need arises. Advice the member unions on price fixations public relation and allied matters.

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Union offices of OMFED

LIST OF THE BRANDS AVALIABLE BHUBANESWAR

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SL.NO BRAND NAME 1 AMUL

FLAVOUR Vanilla,strawberry,chocobar,cone,Black current Butter scotch,tutti fruity,kajudraksh,kisser pista,funchocobar,orange candy,sandwich,matka kulfi,plain pista,kesar pista,hum jolie,rainbow. Vanilla, strawberry, chocobar, cone, kulfi, chowpatty,chocolate ,fudge, cassata slice, bonanza, mango dolly, frosty, centre twist orange, choconut Vanilla, strawberry, chocobar, cone, fresh fruit, choco almond fudge, sitafal, alphonso mango, butter scotch, plain pista, kesar pista, Vanilla, strawberry, chocobar, cone, butter scotch, plain pista, kesar pista ,mango majic, fruit mix, mango dolly, litchi dolly Vanilla, strawberry, plain pista, tutti fruity, kaju draksh butter scothch, kesar pista, coffi nut, bonanza, humjolie, frosty mango dolly, chocobar Vanilla, strawberry, plain pista, tutti fruity, butter scothch, kesar pista, coffi nut, cone, plane pista Vanilla, strawberry, chocobar, plane pista, cone

CELESTY

3 4 7

FROSTEE DINSHAWS TOP N TOWN

8 9

COOLFI SWEET

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PRODUCTS OF OMFED
Products

The product of Omfed is very luminary in sweet curd Orissa market such as milk and milk product viz. flavoured milk, Paneer, Ghee, Lassi,, plane curd, Omfed Chenopod.

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Kandhamala organic products

Agri business product

Cattle Feeds

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About Ice-cream

Introduction The ice cream market growth picked up after de-reservation of the sector in 1997. Of the total size of Rs 15-16bn, around 30-32% is in the hands of organized sector valued at Rs 4.9bn, rest all is with the unorganized sector. Among the major players in this industry Hindustan Lever has a market share of around 50%, represented mainly by Kwality Walls brand. Amul with an estimated market share of 35% is rapidly gaining market share and lastly Vadilal is the player in the national market with 8-9% of the market share. Production area In rural areas, kulfis / ice creams made by small / cottage industry are popular. The market for organized sector is restricted to large metro-politan cities. In small towns and villages, there are thousands of small players who produce icecreams / kulfis in their home backyard and cater to the local market. Almost 40% of the ice creams are sold in the country are consumed in the Western region with Mumbai being the main market, followed by 30% in the north and 20% in the south.
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Growth promotional activities The Indian government adopted the policy of liberalization regarding the ice-cream industry also and it is since then that this sector has shown an annual growth ranging from 15- 20% per annum for last 1- 2 year. Presently in 199900 it is estimated at worth of Rs15- 16bn. This growth rate is expected to continue for another next 2- 3 years because of lower base. Types Indian Ice-cream market can be segmented in three different ways, namely on the basis of flavour; on the basis of stock keeping units / packaging and on the basis of consumer segments. On the basis of flavour, the market today has a number of flavours like vanilla, strawberry, chocolate, mango, butterscotch a number of fruit flavour, dry fruit flavour, traditional flavor like Kesar- Pista, Kaju- Draksh etc. The market is totally dominated by Vanilla, Butterscotch, Strawberry and chocolate, Mango which together accounts for more than 70% of the market followed by vanilla, butter-scotch and other fruit flavour.

Research design and methodology of the study

A study of market demand analysis on ice-cream and a market potential of quantum in Orissa (Bhubaneswar) formulated a design for market research study.

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Research objective The compile quantities and price major different brand of ice-cream sold in Orissa market.
1. To find out the significant reasons of consumption omfed ice-cream in

2.
3.

4. 5.
6.

7.

Bhubaneswar To find out the effect of brand name on daily sales To find out the average daily sales of ice-cream of the population. To find out the effect of margin given to the retailer on daily sales To find out which variant of omfed ice cream is preferred by consumer. To find out the effect of different seasons on sales of omfed ice-cream To find out the overall satisfaction of omfed on sales of omfed icecream

RESEARCH METHODOLOGY
Data collection:

Ice-Cream in Orissa therefore under such a predominant exploratory design which serves the purpose of the study and along with information for the study in depth where interview technique was used. The study as the above objective indicates requirement of the collection of information which are sensitive, socially desirable and economically expectable. So Data collected through questionnaire method. The sample elements are the retailer and the customer of omfed.
Sampling Technique

Due to lack of adequate time and difficulty in reaching all the retailers, hotel and restaurants, distributors, push carts sales and consumers convenient sampling technique was adopted. Sampling area: Bhubaneswar is choosed as the sampling area. Sample size: the sample size of the study is 18.

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THE SELECTION OF COMPANY REPRESENTATIVE Companies representatives were identified and selected for purpose of study to know the market situation, market potentials and to study the competitors in the market. DESIGN OF QUESTIONARY Design a questionnaire need precision and clarified the subjects so that respondent can easily understand the question and willingly reply the answer. The questionnaire was designed keeping in mind with informations requirement for the study. The questionnaires were logically arranged ranking and closed questions were used in the questionnaire. TOOLS FOR DATA COLLECTION Questionnaires & Interviews were used as tools for primary data collection. I have used Internet, Magazine, Office data to collect secondary data. DATA COLLECTION

Primary data- primary data is collected by observation and survey technique.

It is the first- hand information and its more real and accurate than any other sources. The structure questionnaire was prepared for collecting the information at primary sources.

Secondary Data-It refers to that information which have been already

collected published in various magazines, papers, internet and website. The information about the companies in collected from journals and company website etc.

T test:
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H0: Those who are prefer omfed for the brand name they are not significantly
different from those who prefer omfed for other reasons SALES FOR OTHER REASON x2 350 500 400 300 300 400 300 450 350 3350 372.2222222

SALES FOR BRAND NAME x1 400 400 400 500 400 400 300 350 400 3550 394.4444444 s
t

d 5.6 5.6 5.6 105.6 5.6 5.6 -94.4 -44.4 5.6

d square 31.36 31.36 31.36 11151.36 31.36 31.36 8911.36 1971.36 31.36 22222.24

d -22.2 127.8 27.8 -72.2 -72.2 27.8 -72.2 77.8 -22.2

d square 492.84 16332.84 772.84 5212.84 5212.84 772.84 5212.84 6052.84 492.84 40555.56

157.3434539
0.299602245

Ttab value for degree of freedom 17 and 95% of confidence is 1.74 As tabulated value is greater than the calculated value. The hypothesis is accepted. There is no adequate evidence to reject the hypothesis. So brand name is not causing any difference in daily sales of ice cream. The average daily sales of ice cream H0: The average daily sales of ice cream of the population is 400
One-Sample Statistics Std. Std. Error Deviation Mean 61.83469 14.57458

N VAR00001 18

Mean 383.3333

One-Sample Test Test Value = 0

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Mean Differenc e 95% Confidence Interval of the Difference Lower Upper 352.583 414.0830 7

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t VAR0000 1

df

Sig. (2tailed)

26.302

17

.000

383.3333

The hypothesis is accepted. T value is significant at 5%, Here the degree of freedom is 17. The average daily sales of ice cream falls between Rs 352 and Rs 414.00 and 5% level of significance.

Correlation between percentage of margin and sales

Scattergram of the data
0.4 0.35 0.3 0.25 0.2 0.1 5 0.1 0.05 0 0 1 00 200 300 400 400 500 600

Pearson's correlation coefficient test (parametric test): Observed value Two-tailed p-value Alpha
-0.118 0.652 0.05

Conclusion: At the level of significance Alpha=0.050 the decision is to not to reject the null hypothesis of absence of correlation. In other words, the correlation is not significant.
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Average daily sale of summer season

Sum

Every season 400 300 400 400 500 350 400 500 400 400 4050

Sale in summer season 300 450 300 400 350 300 400 350 2850

Average

405

356.25

Average daily sales in every season is exceeding Rs 400.00 which is higher than average daily sales in summer season

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ANALYSIS OF DATA Proportions and percentage are used for analysis moreover simply statistical techniques such as graphs, charts and table. Brand Analysis of Different Brand of Ice-Cream
PERCENTAGE

AMUL CELESTEE FROSTEE AMRIT TOP N TOWN DINSHEWAS VADILAL COLFI QUALITY

Explanation 1-brand analysis of market potentiality to sold the different brand of icecream.celestee acquires 22% market on ice-cream of the total market share. 2-Amul acquires 11% market on ice-cream of the total market share. 3-frostee acquires 21% market on ice-cream of the total market share. 4-top n town acquires 20% market on ice-cream of the total market share. 5-Amrit acquires 7% market on ice-cream of the total market share. 6-Dinshwas acquires 5% market on ice-cream of the total market share. 7-Vadilal acquires 11% market on ice-cream of the total market share. 8-Coolfi acquires 1% market on ice-cream of the total market share. 9- Quality walls acquire 2%market on ice-cream of the total market share. In total we got the brand analysis of different brand of ice-cream the celestee and frosty were the ma
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Flavour Analysis Q: Which flavours are mostly preferred by the consumers?

v/bs bc bsv st/bs11% 6% 6% 6% bs 27% S 6% van 38%

Interpretation of the graph: Vanila Vanilla and butterscotch has the highest selling among all other variants.

Selling Through Out Year or Only Summer

PERCENTAGE

THROUGH OUT THE OTHER ONLY SUMMER OTHER

Explanation 1- 70% retail shops, sales the ice-cream through out the year.
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2- 20% retail shops, sales the ice-cream only in summer. 3- 10% retail sales the ice-cream marriage parties, functions and other purpose only. MARKET POTENTIAL OF ICE-CREAM
SEASON

In India, more than 80% of ice-cream sales are raised in summer season. In this season the ice-cream demands automatically rise such as April to June and also the rainy season the ice-cream less than the summer. In winter, the icecream demand is much less in our country and also in Orissa .Some people prefer ice-cream on season, some prefer through out the entire year.
SUMMER- APRIL to JUNE RAINY- JULY to AUGUST WINTER-SEPTEMBER to DECEMBER Growth rate depends on the season.

Whom to Purchase
PERCENTAGE

DISTRIBUTOR COMPANY

Explanation
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1- 90% retail shops, are purchasing ice-cream from the distributors. 2- 10% retail shops, are purchasing ice-cream directly from the companies. the companies are also opening their counters some coastal area of Cuttack and Bhubaneswar. Margin given by the companies on Ice-Cream

25 20 15 10 5 0
TO W N EW AS E E L ST E FR O ST E D IL A AL L R IT LF I U L S AM C O O AM C EL E D IN SH VA TY W

AMUL CELESTEE FROSTEE AMRIT TOP N TOWN DINSHEWAS VADILAL COOLFI KWALITYWALLS

TO P

Explanation The companies are given margin to the retail counters, but in total average sales Amul given 16% margin, celestee given 21%, frostee given 23.5%, Amrit given 19.5%, top n town given 23%, dinshawas given 21%, vadilal given 17%, coolfi given15% and kwality walls given 19% of his total sales of the ice-cream. owing to competation of the market the local companies are given more margin like existence brand.
Q: Are you satisfied from this margin? Y/N Yes No 12 6

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KW

AL I

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Figure 1 67% of the retailers are satisfied with omfed ice-cream.

Q: What is your opinion about OMFEDs product? (Good / Average / Very good)

Good Average Very good

4 2 12

average 22%

very good 6%

good 72%

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Interpretation: 72% of customer are rated good about omfed ice-cream where 22% rated average and 6% rated very good. Reasons for Choosing Ice-Cream Q: If you are selling OMFED Ice Cream, why ?

7 6 5 4 3 2 1 0 brand name 7 availability 4 affordable price 2 better quality 3 consumer' s demand 2

Series1

Explanation In our survey, we took eighteen retailer of different stall. We asked them reason of choosing different brand of ice-cream and their flavour. We got a output that 88% of retailer are satisfied with the availability. 78% of people choosing icecream only for taste of the ice-cream,55% of retailer traced price of the icecream. 55% customer are traced on brand name and flavour of the ice-cream. Findings of the study:
1. Sales of omfed ice-cream is not influenced by the brand name, perhaps

there are other reasons which influences the sales of icecream. 2. the average daily sales of icecream is Rs.400.00. 3. the margin given on icecream is less as per the discussion with the retailers but the given margin does not effect the sales of ice cream .
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The graphical representation of correlation among these two variables are evidence in support of the statement.
4.

OMFED ice cream is preferred in every season so it is found that the

average daily sales in the season including summer season is slightly high then the average daily sales of summer season.
5.

Among all the variants of OMFED ice cream Butter Scotch

strawberry is preferred much by the customers.

6.

OMFED ice cream is satisfies both retailers and customers as 67% are

shown satisfaction in their approach.

7.

As there is a stiff competition of other brands in icecream though only

6% rated omfed as very good in them of overall performance but 72% have rated the ice cream as good.

Suggestions :
1. It is found that retailers are seeking some credit facility from the company. So its should be taken care. 2. Some retailer also complained about the availability though in our study as per the limitation of time the sample size is very less it is found 100%. 3. Butter scotch is more preferred than other variants. So it can be suggested that keeping that flavour other variants should be developed.

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4. Most of the omfed ice cream are available in ice cream parlour but it is not found in other variety stores and stationary shops. So availability should be made in other counters also. 5. Damage replacement facility is not given by the omfed which is highly recommended by the retailers. Because ice cream is vulnerable to damage by many reason as season, proper procurement, mishandling the damage replacement facility will motivate the retailer to keep the stock in hand. 6. From the interview with the retailer it is found that omfed is not providing proper promotional offer in terms of advertisements, offers, discounts etc. which is relatively high in other competitive brand. So it is recommended that the advertisement, banner, posters, and other promotional offer to the retailers should given to the retailers for the mutual benefit.

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CONCLUSION
From the survey, it is clearly related that the company has market in Orissa, basically at Cuttack and Bhubaneswar area. While comparing to all ice-cream company, the price of the quantum is relatively high based on its quality .which will make the retailer to go for another product. The company must adopt the price-range which will be affordable by the consumers, retail counters, hotels, restaurants and also push-cart sales person. The company must consider the dealers as their part but not separate entity as they play a dominant role for the product, its promotion and marketing network. Take feed-back and ideas from the groups and according to these suggestion and ideas make a relevant and better strategy. The most tremendous factor is that to motivate the groups to meet the target and always build good relation and co-operation in the market with dealers and also organizations. Sub-ordinate companies should be taken care of dealers. and Give time to dealers for cash repayment of sales easily.

BIBILOGRAPHY:S.C.S (AUTO) COLLEGE ,PURI Page 27

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Books referred:1- Company journals 2- Magazines 3- Company website[for secondary data] 4- Person /Agencies/Contact a- Retailers b- Hotel and restaurant owners c- Distributors d- Consumers e- Company representatives f- Push-cart sales person
g- WWW.GOOGLE.COM

h- WWW.OMFED.ORG.IN

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