A Summer Training Project

on
Consumer Buying Pattern towards DEVBHOG products at CHHATISGARH STATE
COOPERATIVE DAIRY FEDERATION LIMITED (DEVBHOG), Durg (C.G.)

Submitted in the partial fulfillment of the requirement for the award of

Master of Business Administration

(2017 – 2019)
Guided by- Submitted by-
Shri Rajesh Shrivastav Bicky Mandal
(DGM Marketing, Nodal Officer) MBA 3rd Semester

INSTITUTE OF MANAGEMENT
Pt. RAVISHANKAR SHUKLA UNIVERSITY, RAIPUR(C.G) 1
 COMPANY PROFILE

• Name of the company – Chhattisgarh State Cooperative Dairy Federation Limited (Devbhog)

• Industry – Dairy/ Fast Moving Consumer Goods (FMCG)

• Date of establishment – 15 Feb 2013

• Head quarters – Durg (Chhattisgarh)

• Managing Director – Mr. Satya Narayan Rathore

• DGM Marketing – Shri. Rajesh Shrivastav

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 COMPANY DESCRIPTION
 Chhattisgarh State Cooperative Dairy Federation is one of the largest Cooperative Dairy Federation in
Chhattisgarh, owned and managed by milk producers of Chhattisgarh State.

 Raipur Cooperative Milk Producer Union Limited was established on 25 July, 1983, which worked under Madhya
Pradesh State Cooperative Dairy Federation Limited.

 The products of CGCDF are sold in the market with the brand name Devbhog.

 CGCDF operating 8 major milk plant (Bilaspur, Raighar, Korea, Ambikapur, Jashpur, Kawardha, Jagadalpur,
Durg) and 4 chilling centres (Basna, Pakhanjur, Dhamtari , Sarangarh).

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ORGANISATIONAL STRUCTURE

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 PRODUCT PROFILE
• Milk
• Lassi
• Curd (Dahi)
• Clarified Butter (Ghee)
• Cottage Cheese (Paneer)
• Peda
• Shrikhand
• Flavoured Milk

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 OBJECTIVES

• To know awareness of people towards Devbhog products.

• To know the preference of Devbhog products with comparison to other competitive brands.

• To know the factors which affects consumer’s buying behavior while purchase milk.

• To study various factors such as quality, easy available etc.

• To study ideas about increase the sale of “Devbhog”.

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 RESEARCH METHODOLOGY

• Statement of the problem: To know the consumer psyche and their behavior towards Devbhog Milk.

• Purpose of the study: The present study intend to examine the status of CGCDF through assessing the
working performance different indicators viz. physical indicators.

• Population: Particular region of consumers are analyzed in Raipur (Mana Camp,

Santoshi Nagar, Amanaka, Devendra Nagar, Mowa, Pandri).

• Sample Size: 100 customers.

• Sampling Method: Simple Random Sampling Method.

• Sources of Data: The data can be collected in two forms primary and secondary.

• Data collection Instrument: Questionnaire

• Statistical technique used: Quantitative analysis (Percentage analysis, Graph Chart) 7

 FINDINGS

 It is findings in the survey that females are the main decision maker for the milk. As per the data, 66% of
female and 34% of male makes purchase decision.

 Based on the occupation of the customer, it is found in the survey that 50% are the Student and 50% are from
various occupations such as a businessman, employee etc. for the DEVBHOG Milk.

 Incomes less than ₹10,001 to ₹50,000 are more attracted to DEVBHOG Milk. As per the data, 64% of the
respondents’ income is under this group.

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 FINDINGS

 The main purchasing factors for the DEVBHOG Milk are Quality and Brand image. The data reveals that
80% influences on Quality and 20% influenced for the Brand.

 52% of the respondents think that purchasing DEVBHOG milk is value for the easy availability i.e.
DEVBHOG milk is valuable product for them.

 It is found in the survey that customer are influencing through Word of Mouth by 44%.

 68% of the respondents think that purchasing Devbhog milk is better from the other brand i.e. Devbhog milk
is valuable product for them.
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 LIMITATIONS

 Lack of proper experience on the part of the researcher in conducting such studies in the past.

 Time frame required was not enough to survey more number of outlets.

 Greater difficulty was faced in collecting data from the federation as the compilation of various department
statements were not being made available in time. Data collection consumed enormous time.

 The study was confined to only the functional cooperative societies of Raipur district.

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 SUGGESTIONS
• Milk is having high demand and it is considered as a very essential products. In present practice,
purchase of milk is through dealers. In this connection dealers approach towards the product.

• Customer is influential, hence I suggest DEVBHOG to look after the dealers issue with due care.

• Introduction of various economic products lies may help DEVBHOG to attract the existing and new
customers and may attract all income level groups. Hence I suggest management to introduce new
product line which can satisfy the entire group.

• Occupation of the user influences the purchase decisions. The particular occupation plays a vital role in
deciding the product or services. Women segment are influencing more on milk. Therefore, an
occupation is the factor influencing the product.
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THANK YOU

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