Consumer Satisfaction towards Nadini Shubham Milk

To Study on Consumer Satisfaction Level towards Nadini
Shubham Milk in Dharwad-Hubli City
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EXECUTIVE SUMMARY
Introduction
.
The dairy Industry is the most important sector in the Indian economy. India is
emerging as a mega dairy market of the 21st century. The dairy industry provided the
income as well as the employment to the people. The growth of the Indian Dairy
Industry is 4.42 in the year 2004.india produces 100 million tonnes in the year 2006
and has 15.53% of the world‘s milk production
The National Dairy Development Board is formed in 1965.NDDB began its
operations with an objective of making dairying a means for a better future for the
millions of the milk producers at the root level with its consistent efforts.
It started the Operation Flood Program to construct a bridge between urban users
and rural producers through a network of cooperatives. And it also fills the gap
between formal dairy and sector and rural producers by developing gradual and
concrete slabs of o-operatives in India. Karnataka Milk Federation is one of this co-
operative.
Karnataka Milk Federation (KMF). is a co-operative apex body in the state of
Karnataka representing dairy farmer‘s organization and also implementing dairy
development Karnataka activities to achieve the dairy objective. KMF has 13 milk
unions and Dharwad Milk Union is one among 13 unions. It produces the product
under the brand name of NANDINI.
I consider the Dharwad Milk Union for the studying the consumer
satisfaction level towards the Shubham milk in Dharwad- Hubli city.
The project involves three main aspects namely industry profile, company
profile and analysis part. In industry profile about the Indian Milk industry, in
company profile the history of the company and in analysis part, objective and data
collection method, sample design, sample size, sample method and mainly I have
analyzed the collected primary data using SPSS, the primary data have been collected
through questionnaires. Finally findings and suggestions, limitation and conclusion
are derived.

TOPIC OF THE STUDY
To Study on Consumer Satisfaction Level towards Nadini Shubham
Milk in Dharwad-Hubli City
RESEARCH OBJECTIVES
1) TO know the awareness of Nadini Shubham Milk
2) To know the Customers Preference while buying the Milk
3) To compare the Pricing of Nandini Shubham Milk with other.
4) To Understand the factors influence to purchase Shubham Milk
5) To study the customer perception towards Shubham Milk
6) To Know opinion of consumer about the Nandini Shubham Milk
NEED FOR THE STUDY
The objective of the study is to know the consumer behavior towards Nandini
Shubham and to provide suggestions to the management to further improve their
market share
There is cut throat competition between different brands of Shubham Milk Any company that
wants to survive must concentrate on the factors like quality, price, purity etc. According to
the consumer satisfaction, Consumer research studies have become essential now a day.
Through this, the marketers can revive their products and create a greater demand by adopting
innovative promotional strategy. It has become essential to know the present level of
consumer satisfaction to analyze the future demand for any product, Hence the ―Study on
Consumer satisfaction towards Nadini Shubham Milk ―has been undertaken.

LIMITATIONS
The various limitations of this study are listed below:
 Despite all the efforts to make the analysis more comprehensive and scientific,
a study of the present kind is bound to have certain limitation
 The scope of the study covered only limited areas of Dharwad and Hubli
 Time and cost constraints were a major limitation
 The limited respondents from each sampling unit may not be sufficient. That
means the remaining people in that area may not be similar to the selected
respondents.

The information gathered is based on customer perception
Data collection
1) Primary data
The primary data is collected from the with the help of questionnaire
2) Secondary data
The required secondary data is collected from the company records, books,
journal and internet etc.
3) Sample size
A sample of 100 individual people of Dharwad-Hubli city are considered
in this study
4) Sampling method
Convenience Method (Non-probability sampling method)

Findings
The overall project is mainly on study of customer‘s satisfaction towards the
Shubham milk in Dharwad-Hubli city. In this project major findings are as follows.
 More than half of the consumers are using the branded milk
 Nearly half of the consumers are using Nandini milk.
 Almost all the people are knew about the Nandini Shubham Milk
 More than half of the people used Shubahm milk.
 Half of the respondents are using Shubham milk daily
 Almost all the people given good rate for the taste and thickness of milk
 Half of the respondents considered quality as factor while purchasing milk
 Most of the respondents says there is no schemes or offers of Shubham
milk
 Nearly half of the respondents said that the price of milk is high
 Most of the respondents are not wish to change their brand
 High density of the respondents are not getting milk from day to night
 More than half of the respondents wish change in the Shubham milk
 More than half of the sample size is satisfied with Shubham milk.

Introduction
The history of Indian Milk Products is perhaps as old as Indian civilization
itself. Even as our ancestors began to domesticate milch animals, they found
innovative ways to convert highly perishable milk into more stable and longer lasting
milk products.
When we say 'Indian' milk products we tend to distinguish such products from
Western milk products such as cheese, yogurt, ice-creams, sweetened condensed milk
and butter oil. However, we do have parallels for all such western products in the
form of paneer, curd/lassi, kulfi, rabri and ghee
. The opportunity provided by increased availability of liquid milk can now be used
for efficiently manufacturing and marketing Indian milk products with long shelf life.
This will help in tapping the potential demand for Indian milk products in both the
domestic and foreign markets.
I commend the efforts of Dairy India to combine the learning experiences of the dairy
industry in manufacture of Indian milk products with new processes, technologies and
modern management
Dr V Kurien
, Father of White Revolution; Founder-Chairman, National Dairy Development Board; and Chairman, Gujarat Cooperative Milk
and Marketing Federation Ltd (Amul)

Development of Dairy Industry in India
During the pre-independence era, there was no serious press given to dairy
industry. In 1886. The department of defense of the British government establishes
the drain forms for the supply of milk to British troops in Allahabad. Later, 1920;
various steps were taken by Mr. William Smith, an expert in dairy forming to
improve the milk production. There was discrimination done to the Indians. In
Luknow, in 1937, called "The Luknow Milk Producers co operative Union Ltd".
The dairy and animal husbandry received attention after the independence.
There was lot man of progressive steps taken by the government through five (5)
year plans. Indian councils for the agriculture research mostly drew up these plans.
Further, our late Prime Minister Lai Bahaddur Shastri felt the need for
setting up co-operative society throughout the country for the sake of rural
development. This led to the formation of "National Dairy Development Board" in
1965. This board was registered under the society's registration act and public trust
act, having its office at Anand, Gujarat.
The dairy and Animal Husbandry received serious attention after the
independence. There were lots many of progressive steps taken by the government
through five year plans. This led to the formation of National Dairy Development
Board in 1965 & thus in 1970 he decided to Bring a ― White Revolution‖ through
out the country, Initially 10 states were selected were for this purpose excluding
Karnataka.
In Karnataka in 1974 an integrated project was launched to restructure and
reorganize the dairy industry on Co-operative principle of AMUL and to lay
foundation for new direction in dairy industry.

NATIONAL DARIY DEVELOMENT BOARD:
The NDDB was founded to replace exploitation with empowerment,
tradition with Modernity, Stagnation with growth, transforming dairy into and
instrument for the development of Indian‘s rural people.
The NDDB was established in 1965; the board is registered under the
Societies Registration Act and the public Trust Act, fulfilling the desire of the
Prime Minister of India – the late Lal Bahaddur Shastri to extend the success of the
Kaira Co-operative Milk producers union (AMUL) TO OTHER PARTS OF India.
Dr Vergese Kurien was the founder chairman. The success combined the wisdom
& energy of farmers with professional management to successful capture liquid
milk and milk product markets while supporting farmer‘s investment with inputs
and services.
The Growth:
NDDB began its operations with the mission of making dairying a vehicle
to a better future for millions of gross roots milk producers. The mission archived
helped to launce ‗‘Operation Flood‘‘, a programmed extending over 26 years and
with the help of World Bank Loan India become the world‘s largest milk
producing country. As per March 2001 India‘s 96000 Dairy Co-operative are
integrated thorough a three Tier Cc-operative structure. The Anand pattern, which
is owned by more than 10 million formers, procures an average of 1605 million
liters of milk everyday. The milk is processed and marketed by 170 milk
producers‘ co-operative unions which, in turn own 15 state co-operative milk
marketing federation. Since its establishment the dairy development board has
planned and spearheaded India‘s Dairy programmer by placing dairy development
in the hands of milk producers and the professionals they employ to manage their
co-operatives. In addition, NDDB also promotes other commodity based co-
operative, allied industries and veterinary biologically on an intensive and nation
wide basis.

OBJECTIVES OF NDDB:
 To sponsor, promote, manage, acquire, construct or control any plant or
work, which promote projects of general public utility relation to dairying.
 To make information available on request to technical services to increase
production of Milk.
 To prepare initial feasibility studies of dairying and other dairy related
projects and undertake subsequent designing planning and start up those
projects.
 To undertake research and development programmed related to production
and marketing of milk and milk products.
 To provide assistance for exchange of information to other international
agencies.
Services rendered by NDDB:
 Planning dairy and rural development projects.
 Organization of farmer co-operative societies.
 Setting up of dairy and cattle feed plants.
 Manpower planning and training.
 Applied research and development.
 Implementation of milk production enchantment programmed.

FACTORS INFLUENCING TO ESTABLISH MILK DAIRY
• Geographical location:
The ideal location of the dairy factory is on sound ground in
outskirts of the city easily approachable by good roads all through the year.
It should have an overhead tank of adequate capacity or should be
connected to large water mains of a municipal water supply.
• Size of the firm or dairy
Size of the firm is a factor to be decided by the operator depending
upon his managerial kept ability and availability of land, proposed number
of milk capacity and capital investment.
• Lighting
Good lighting is required for quality control, clearing and prevention of
worker fatigue and accidents.
• Building
The dairy should construct with masonry walls with fire resistant roof.
The installation and adhesives for cold store should be incombustible
type. Cold store and hardening rooms are to be fitted with alarm bells to
avoid leek in incidents.
• Compressor room
High capacity compressor should be fitted with safety device to prevent
build up of dangerously high pressure, which could develop if the compressor

is started with its discharge valve shut or if the cooling water supply to
condenser is stooped.
• Electrical installation
Safe electrical installation with a suitable system adequate to carry the
loads, safe over current protection for motors, proper grounding and use of
approved electrical materials should maintain. Because the causes fire attributes
directly or indirectly to defect electrical installation,
• Boiler room
A boiler is essential for a dairy to supply hot water and stream used in
various; operations such as washing, sterilizing. Pasteurization, condensing and
drying, etc.
• Distance from the Market
The dairy should be established at a convenient distance so that there is
market facility both for selling milk and milk products, for buying concentrates or
other requirements of the firm. Since dairy products need immediate disposal
especially liquid milk, the nearness to the market is an added advantage though
large farming may facilitate transportation by trucks: nearness will save a lot of
botheration

Introduction of Karnataka Milk Federation
Karnataka Milk Federation
Karnataka Cooperative Milk Producers' Federation Limited (KMF) is the Apex
Body in Karnataka representing Dairy Farmers' Co-operatives. It is the third largest
dairy co-operative amongst the dairy cooperatives in the country. In South India it stands
first in terms of procurement as well as sales. One of the core functions of the
Federation is marketing of Milk and Milk Products. The Brand 'Nandini' is the
household name for Pure and Fresh milk and milk products.
Karnataka Milk Federation (KMF) sells products by the name of Nandini. They are
famous for taste and quality. Nandini sweets like pedha, jalebi, paneer. Curds and milk
are savored by thousands of people in India. As the name suggests it is the federation of
milk producers association working on cooperative principles. Almost every district in
state of Karnataka has milk producing co-operatives. The milk is collected from farmers
who are its members, processed and sold in the market by the brand
of Nandini.
HISTORY OF KMF
The first ever World Bank funded Dairy Development Program in the country
started in Karnataka with the organisation of Village Level Dairy Co-operatives in
1974. The AMUL pattern of dairy co-operatives started functioning in Karnataka

from 1974-75 with the financial assistance from World Bank, Operation Flood II &
III.
The dairy co-operatives were established under the ANAND pattern in a three
tier structure with the Village Level Dairy Co-operatives forming the base level, the
District Level Milk Unions at the middle level to take care of the procurement,
processing and marketing of milk and the Karnataka Milk Federation as the Apex
Body to co-ordinate the growth of the sector at the State level.
The Karnataka diary development corporation was established in the year
1975 under the World Bank assistance. The main objective was to organize the
Anand pattern milk cooperative societies and there by helping the farmers to increase
the milk production by getting technical input services and procuring the milk,
procured by them around the year. In order to process and market the milk so
collected, diaries and chilling centers where established in the southern part of
Karnataka subsequently I the year 1984. It was converted into Karnataka Milk
federation (KMF). The KMF is the apex body according to National Development
Board (NDDB).
OBJECTIVES OF KMF
The Karnataka milk federation is a co-operation apex body in the state of
Karnataka for representing diary farmer's organization and also implementing, diary
development activities to achieve the following objective.
 Providing assured and remunerative market for all the milk produced by the
farmer members
 Providing hygienic milk to urban consumers.
 To build village level institution in cooperative sector to manage dairy
activity.
 To ensure providing of milk production inputs processing facilities

disseminations up know how.
 To facilitate rural development by providing opportunities for self
employment at village level preventing migration to urban areas introducing
cash economy and opportunity for steady income.
FUCTIONS OF KMF
The KMF implements all the project activities. After all project activities are
accomplished, the federation aims at formulating marketing the milk and milk products.
The Karnataka milk federation, which has the following functions.
 the foremost function of Karnataka milk federation is to co ordinate the
activities between the union and also in making market available, so that
production increases,
 The federation also manages to market milk and milk products outside the state.
 It manages surplus and deficiencies of milk among the milk union and helps in
dispatching the milk and milk products at reasonable price
 Training and development senior managerial personnel, acquiring and
applying all recent technologies, prescribing quality guidelines and norm
THE GROWTH PROCESS
The growth over the years and activities undertaken by KMF is summarized briefly
hereunder:
1976-1977 2007-2008
Dairy Co-operatives Nos 416 11063
Membership Nos 37000 1956163
Milk Procurement Kgs/day 50000 3025940

Milk Sales Lts/day 95050 2129790/curd:1.77LKPD
Cattle Feed Consumed Kgs/DCS 220 3010
Daily Payment to Farmers Rs. Lakhs 0.90 342
Turnover Rs. Crores 2707.00
FUTURE VISION
• To consolidate the gains of Dairying achieved in the state of Karnataka and with
a view of to efficiently chill, process and market ever developing and increasing
milk procurement with an utmost emphasis on the Quality and in the process
conserve the socio-economic interests of rural milk producers, the Govt, of
Karnataka through KMF has proposed to undertake several projects with
financial and technical support of NDDB for which an MOU was signed
between Govt, of Karnataka and NDDB on 10th Nov. 2004.
• To march forward with necessary zeal this will make KMF a trailblazer of
exemplary performance and achievements becoming other milk federation in
the country in pursuit of total emulation of its good deeds
• To promote producers oriented viable cooperative society to impart an impetus
to the rural income, dairy productivity and rural income.
• To abridge the gap between price of milk procurement and sale
• To compete with MNC's and private dairies with better quality of milk and
milk products and in the process sustain unavailability of cooperators

KMF and its Milk Union
KMF has to milk unions throughout the state which to procuring milk from
primary dairy co-operative societies and distribute milk to the customers in various
towns/cities/rural markets in Kamatak,

Co-ordination of activities among the unions and developing market for
product is the responsibility of KMF. The milk union organizes the marketing of milk
in respective. The federation monitors surplus or deficit of milk among the member
milk unions while marketing of all product is organized by KMF, state, all the milk
and milk product are also sold under a common brand name "Nandini".
DMU DHARWAD

DHARWAD MILK UNION
INTRODUCTION
The Dharwad Milk Union is co operative society among the 13
establishments, under KMF. The Dharwad Milk Union (DMU) is one of the most
modern plants in Karnataka. It is located in the specious 50 acres of land, located in
Lakamanahalli Industrial Area, adjacent to the National Highway-4. It is patterned after
the AMUL Milk Dairy, Anand, and Gujarat
HISTORY
A group of experienced officers, appointed by the Karnataka Milk Federation surveyed
the whole of Dharwad districts (including two newly formed districts Gadag and Haveri)
and Uttar Karnataka. Further they found out, there is need for a milk dairy. They traveled
the surrounding villages, educated the villagers about milk and milk products and the
benefits, they would yet from the milk dairy.
Seeing the overwhelming response and untapped resources and the huge market,
the Federation decided to setup the Milk Union in 1984, know as the DHARAWAD
DISTRICT CO-OPERATIVE MILK PRODUCERS SOCIETIES UNION
LIMITED (DMU).
Further in 1988, the Rayapur Dairy and Chilling Center, setup in 1968, also come
under the union. In 1989, the' training center, which was controlled by KMF, came
under Dharwad Milk Union.
The main purpose of establishing of this unit is to encourage milk producers inhabited
in rural areas. It has 8 chilling plants spread over the above 4 districts and production
plant in Dharwad the turnover is on an average of 5 Crores per year.
OBJECTIVES OF DMU

 To provide assure and remunerative market for the milk produced by the formers.
 To provide good and best quality milk to its consumers.
 To build bridge between masses of rural producers and millions of consumers.
 To achieve socio-economic revolution hinterland of the states
 To ensure maximum returns to the milk producers.
 To facilitate rural development by providing opportunities for self-development at
village level
 To built village level institutions in co-operative sector to manage the dairy activities.
 To provide milk at reasonable rates to the consumers.
MISSION OF DHARAWAD MILK UNION (DMU)
1. To promote social economic development of rural people
2. Empowering rural people through self sustaining through dairy activities.
3. To be self sufficient in milk production through rural development
4. To penetrate upcountry market to enhance liquid milk sales and FDP (First 1) air
Product)
5. Ensure that the milk and FDP supply to its customer around the clock
6. Commissioning in dairy milk parlor at the costal belts of Uttar Kannada districts
7. Promoting brand image of the Nandini products through various consumer
awareness programs

PROFILE OF DHARAWAD MILK UNION
Name Dharwad Cooperative milk producers society union Ltd, Dharwad
Status A co-operative society registers under the co-operative
society's act of 1959.
Location Lakamanahalli Industrial area, Dharwad 25
acres (approximately) ;, ,
Area of operation Dharwad, Haveri, Gadag and Karawar (UK) districts
Nature of the business  Procuring and marketing of milk
 Production and sale of milk
products
: Share capital 3 crores approximately I
Board of directors Elected members - 8
Ex-officer 5
By Govt - 3
Total workers 332
Number of departments 9
Brand name Nandini and Shubham v
Present level of activity Collection of milk 84000 liter per day Sale
of milk 70000 liter per day

AWARDS AND ACHEIVEMENTS OF DMU:
 In 1998-1999 awarded as the best dairy in Karnataka for maintaining the huge
amount of milk, which comes from the other milk unions without
contamination.
 Highest milk product producers in north Karnataka.
 Well equipped plant with highly sophisticated machines and best professional
working facility in North Karnataka.
MISSION STATEMENT OF DMU:
Dharwad Milk Union is committed to provide maximum possible price for the milk
supplied by its members and provide necessary inputs to enhance milk production
while ensuring economic viability of the Union and is also committed to provide
quality milk products to consumers and emerge as one of the top most milk union of
the co-operative dairy industry in the country

Different Products of KMF
DMU. Dharwad product the following milk and Milk Products:
Toned Milk:
Karnataka's most favorite milk. Nadine Toned Fresh and pure
milk containing 3.0% FAT and 8.5% SNF, Available 1 in
500ml and 1 liter packs.
Shubham:
Buffalo's milk, 100% pure pasteurized processed and
packed hygienically, this milk has 5% fat and 9%snf. Available
in 5ooml and 1 liter, and also Available in 5trs packs, for marriages,
and other functions.
Full Cream Milk:
Full cream milk, containing 6% fat and 9% SNF, Rich,
creamier tastier milk, ideal for preparing home-made sweet &
savories. Available in 500ml and 1 liters packs.
Homogenized toned milk:
Nandini homogenized milk is pure milk. Which is
homogenized and pasteurized, consistent right through, it
gives you more cups of tea or coffee and is easily digestible.
Available in 500ml packs.
Curd:
Nandini curd made from pure milk, its thick delicious
Giving you all the goodness of homemade curds. Available in
200gms and 500gms sachet.

Milk powder:
Enjoy the taste of pure milk! Skimmed milk powder made
form pure milk, processed and packed hygienically.
Available in l00gms, 200mgs, 500gms, l kg& 25 kg Pack.
Butter:
Rich, smooth and delicious. Nandini butter is made out of
fresh pasteurized cream, rich taste, smooth texture and the rich
purity of cow's milk makes any preparation a delicious treat.
Available in 100 gms(salted), 200gnis and 500gms cartons
both salted and unsalted.
Peda :
No matter what you ate celebrating! Made from pure milk,
Nandini peda is a delicious treat for the family. It will be
store at room temperature approximately 7days. Available in
250gms pack container
Ghee:
A state of purity, Nandini ghee made from pure butter. It is
fresh and pure with a delicious flavor, hygienically
manufactured and packed* in a special pack to retain the
goodness of pure ghee. Shelf life of 6 months at ambient
temperature. Available in 200ml, 500ml, 1000ml sachets,
51trs tins and 15kegs tins.

Organisation Chart
BOARD
Directors
(8members)
Ex officers
(5members)
Govt nominees
Procurement
Dept
Product director
Marketing dept
Administrative
dept
Finance dept
Security dept
Transport
Quality
control
F.G.S& stores
M.I.S
Accounts &
purchase

INPUTS AND PROCUREMENT DEPARTMENT
This department is playing vital in functioning of DMU. In any milk union this
department handles the activities of milk procurement and inputs required far production.
Function of I & P department:
a. Procurement of milk from milk producer's co-operative societies.
b. Establishment of milk producer's co-operative societies.
c. Encouraging fanners to produce more milk.
d. Giving fair price to good quality of milk.
Procurement of milk
DMU is producing at an average of nearly 72,000 liters of milk per day.
Procurement of milk varies seasonally and during flush season i.e., from September to
December, the milk productivity is high and in summer, it is low. Milk collected from
societies is taken to the nearest chilling center to add the self-life of the milk.
After chilling the milk is loaded into the tanker and is sent to the near by the union.
There are sixth chilling center in the purview of the DMU, which procure milk from 450
DCS's.
Once milk is brought to the union, it is rechecked for quantity, quality and freshness
and then it sent for further production process.
If the milk is spoilt in transit it is brought to the notice of the concerned society. But in
case of away society if the milk is spoilt due to the carelessness/delays‘ of the driver it is
brought to the notice the contractor and is held responsible for the loss.

I&P Department Structure
Manager
Procurement
wing
Technical
input wing
Deputy
Manager
Assistant
manager
Extensio
n officers
Clerks Helpers
Deputy
Manager
Assistant
manager
Clerks

Establishment of Dairy co-operative societies (DCS)
It is one of the important tasks carried out by P & I department. Societies are established in
villages. There should be a minimum of 50 members from a society and there should be
surplus of at least 75 liter of milk per day; there should be resident of that area and should
posses a milk produce animal either a cow or a buffalo or both. Among the members, chief
is elected who I responsible for running of the society. He is also responsible for selling the
shares to the formers who contribute to the society.
Share of Rs 100 each should be allocated and a society should accumulate a minimum of
Rs 20,000 from the sale of the shares.
After commissioning and registration, a general body meeting of the society is held.
Nine members who are influential and knowledgeable are selected who become director
of the society. Two other members are selected to take part as a secretary and a tester.
It is the duty of the secretary to maintain all the records and ledgers of daily
transactions. The tester verifies the quality of the milk by testing and prepares a sheet,
note down the readings and sends it with the carrier of the

Promotional activities:
The P & I department has under taken various promotional measures to increase the
production of milk. Some of the its activities are-
 DMU maintaining a cold storage where semen of high milk producing cows
and buffaloes are stored. By imparting training the, society's people, it has
given artificial insemination to nearly 40,457 cows and buffaloes in 2007-2008.
 It is supplying god quality of seeds to the farmers so that they can grow good
quality of fodder.
 It is giving training to the members of the societies with intention of the
adopting dairy scientifically.
 It has also tied up with number of banks to provide loans to the farmers for
acquiring health animals of high milk productivity.
 It has supplying nearly 662 tonnes of fodder per month.
 Mineral mixture, vaccination and other training programs are conducted.
Thus DMU has taken all the possible to enhance the production of milk, growth of
societies that indirectly leads to the rural development.

PRQDUCTON DEPARTMENT
Production department is one among the most important department of DMU performing vital
role in the existence of DMU.
Most of the equipment used is imported from Sweden and Denmark. At every stage of
production care is taken to maintain the quality and freshness of milk and milk product. The
containers, pines and used pumps used in production process are made up of stainless steel. I
lie Production department has the following structure

MANAGER
Deputy
manager
Office staff
Assistant
manager
Technical
officer
Senior
supervisor
Junior
supervisor
Dairy
operation
Dairy
technician
Dairy
worker
Assistant
(stores)
Assistant(a
ccount)
Clerk Typist

Procedure in Production Department
When the milk is received from can and tankers, it is tested for freshness and quality. After
the approval of the testing officer the milk is forwarded to the milk chillers to extend the self-
life of the milk.‘ It is then stored in raw tanker.
Production Procedure
Storing
Pasteurization
Chilling
Fresh Liquid Milk
DCS
Separation
Homogenizati
on
Storing
Packaging
Dispatching
Fat & SNFSample
Testing

The main objective of this department is to follow up production schedule as per plan
and to maintain close and co-ordinate with order departments and ensure to upgrade the
technical efficiency of production. Milk, as it is highly perishable product has to be
proceeded immediately to avoid spoilage with respect to its flavor, texture and taste.
Production Department is well equipped and has various types of highly sophisticated
machines imported from Sweden and Denmark. Once the Milk is received from P & I
department it is first weighed with the help of weighing bowl. Later, it is poured in dump
tank. Sample testing is done through lactometer reading and other tests. The fat and NSF
content of each sample of milk is accessed. The cow and buffalo‘s milk are separately
received and sent to the production section separately through two different stainless steel
pipes. Later the raw milk is passed through plate chiller of variable capacity where it is
cooled up to 4-5 degree Celsius. This cooled raw material is further stored in a silo of
30,000 liters capacity.
Purpose of Chilling:-
This is dine to avoid the growth of micro organisms, which spread the spoilage and
bitter taste. The milk which is stored in silos is pumped through pipeline to balance tank
which helps to maintain the steady speed of flow of milk in the pasteurization machine.
Need of Pasteurization:-
It is a process where milk is heated to high temperature and cooled instantly, to destroy
the micro organisms. The pasteurized milk is stored in Pasteurized milk silos and then
sent to pre-packing section. Packaging is done in 200ml, 500ml and 1000ml packs and
stored in cold storage.

Cream
The milk in bulk is taken to the cream separator, here the cream is separated. The
cream is passed through Pasteurization Unit. This cream is sent to Butter section. The
milk with no fat is skimmed milk. This skim milk is pumped back to Pasteurization Unit
and heated 72 degree Celsius using stem and chilled to 4degree Celsius using chilled
water and store is silos. This skimmed milk is sent to powder section. The pasteurized
cream is mixed in proportion to pasteurized milk.
Curds :-
Raw milk is heated to 90 degree Celsius and allowed to cool up to 30 degree Celsius.
Later culture is added to id and packed, the curd is formed in the packets itself. It is
stored and packed in 200ml and 500ml.
It is also packed curd in other vassals to satisfied the customers need. For example it
produces 5 liter packs for pre ordered customers. And it also makes curd in special
containers for their customer [for ISCON‘s AKSHAYA PATRA YOJANA]
BUTTER:-
The cream which is stored in cream refining tank is taken to the churning section
where it is churned. Here butter fat and buttermilk are separated. The vacuum pump
removes excess of moisture, and butter comes out of the continuous butter making
machine. Butter is packed in 100, 200 and 500 and 1000 grms . These are stored in deep
freezer with temperature of 22 degree Celsius . If there is order of the salt butter they
added salt water to the butte and the remaining procedure is same.
GHEE:
There are 2 Ghee boilers of capacity1500 kgs per batch. A butter of 2.5 tons is melted
and is brought to Ghee boiler. Here it is heated up to 117 -120 degree Celsius for 15
minutes so that the residue is allowed to settled down and Ghee is passed to setting tank
through clarifiers. Later the Ghee is allowed for cooling and packed in tin of 200m500ml
of pack and kept in the cold storage.

PANEER:-
If there is excess of milk then the Paneer is being made. The milk is heated to 90 degree
Celsius for 15-20 minutes. Glacial acetic acid is added to milk and then milk is strained
through fine muslin cloth. The solid portion is retained and is put in water and then it is
put in chilled water and left overnight. Later it is packed and kept in cold storage.
MILK POWDER:-
The capacity of the powder plant is 12 tons. There are 2 sections in the plant- Evaporator
and spray Drier through which milk is converted to Milk Powder. In evaporator, the milk
is boiled at 55 degree Celsius at high vacuum pressure. Milk is concreted to drier . The
45% of milk is solid and the remaining portion is evaporated and the moisture is removed
but the milk consists of the 4% of the moisture.
PEDA:-
Dharwad is well for its Peda . The DMU has separate Peda section. About 8 liters
(depends upon the demand) is heated continuously for 3-4 hours till the milk is semi-
solid, later sugar and other ingredients are added and stirred continuously on low flame.
Later it is cooled and made small shaped pieces.

FINANCE AND ACCOUNTING DEPARTMENT
Finance department is one of the main departments of DMU, which helps in smooth
functioning of business as it maintains an easy access to the availability of capital, cash flow
and financial stability.
The accounting period of DMU is from as April to 31 March the financial statements,
the balance sheet P & L account of the previous year are prepared before May 31.
Bill of the society is remitted once in 21 days through nationalized banks. Daily reports
of the defaults of the agents are submitted to the marketing departing. The liabilities of the
previous year are cleaned within May of the coming financial year,
A monthly P & L a/c, receipts and payments a/c are prepared and submitted to the board
of Directors for decision making, classification in planning and taking corrective steps in
case of failure to attain objective.
The departments deal with the double entry method of book keeping. Some of the books
maintained by this department are cash book, bank book, journal, ledger, like general ledger,
personnel ledger etc.
The firm adopts two of auditing
1. Pre audit: A charted accountant is hired for this purpose.
2. A statutory audit by the co-operative department.
Reporting to the management:
Every month an audit report is submitted to the management by pre-audit system. This
report contains how many agents' defaulted, monthly receipt and payments a/c etc.

The structure of finance Department is as shown:
Deputy Manager
Assistant Manager
Assistant Account
officer
Assistant
accountant
Helper

ADMINISTRATION DEPARTMENT
The Administration department controls the overall functioning of the
organization. The organization consists of the following three levels.
• I Managerial cadre include Managing Director, Deputy Manager and Assistance
Manager.
• Supervisory level includes technical officers and supervisors.
• Worker level includes labors helpers.
The overall responsibility of Administrative executive/managers comes under three
board categories as given bellow.
 General co-ordination:
1. Maintenance of files, records etc, up to date. Collecting and presenting data
in the form use full information from the records.
2. Implementing the organization system, procedures and polices in a co-
ordinate manner.
3. Ensuring smooth running of the office by interfacing with the external
agencies as required for e.g. payment of telephone / electricity / water
supply bills, etc.
4. Maintenance of the office premises.
 Providing Facilities:
1. Designing and implementing forms for variety of purpose, where some exist
across the organization.
2. Allocating space for people, furniture equipment, etc. as the organization
norms
3 Maintenance and upkeep of office equipments.

4 Attending to small necessary needs of various people working in the
organization like traveling tickets for office purpose etc.
 Effective control:
1. Maintenance of files, records etc, up to date. Collecting and presenting data in
the form use full information from the record.
2. Recording and maintaining attendance, leave details, looking after the security
needs etc.
3. Reducing the cost of office operation, production costs, without affecting the
functioning of the organization.
 Canteen
There is a canteen in the premises itself. The employees are provided lunch for
Rs 3 only, tea etc. at a reasonable rate..
 Time Office
The department records the working hours of the employees. Time machine shows
the entry time and exit time of the each employee. The workers are divided into two
different shifts control the working of the department. Each employee is given punch in the
time machine and before living the premise he has to do the same. Based on this attendance,
canteen bills are charged, wages are fixed and deduction are made.
SECURITY DEPARTMENT

Dharwad milk union occupies 25 acres of land the whole premises is guarded by the
security personnel. The security people work in three shifts. All the vehicles are checked
before entering the premise. The department also maintain separate register like store in
register, attendance register etc.
MARKETING DEPARTMENT
The marketing department of DMU is considerably extensive which covers an Area viz.,
North Goa, Uttar Kannada district, Haveri, Gadag, Hubli and Dharwad
Marketing of milk and products is done under brand name "Nandini". Except loose milk
other products arc marketed by KMF, the marketing agency. Due to perishable nature of
products live greatest responsibility is over marketing department to all the products before
losing its quality.
Before pre-liberalization (July 21st
1991) the DMU enjoyed a monopoly due to co-
operative organization and other benefits received from the state government. But after July
21st
1991 the scenario totally changed, new private diaries started grounding like mushrooms
with entrance of private diaries the DMU facing a tough competition resulting into major loss
of market share gradually over the years. Today DMU has only 23 % of total market share.
DMU operates in 17 cities/ towns having a total population of 1.05 million.

Marketing department
The closest competitors with regard to market share qualities of milk, price and
goodwill are,
■ Local vendor
■ Aditya
■ Arokya
Marketing
Manager
Deputy
Manager
Technical
Officers
Marketing
Superintenden
t
Development
Officer
Vanshroffs
Marketing
Assistant
Development
Officer
Vanshroffs
Retailers

■ Sri Krishna
■ Gopal
Local brand milk like Navalur dairy milk. And local milkmen
CHANNELS OF DISTRIBUTION SYSTEM OF DMU:
I. DMU—-> Transportation Vehicles—-> Dealers
Door delivery boys ---> Consumers
II. DMU -—>Transportation Vehicles —-> Institutions.
(Institutions: hospitals, hotels, hostels etc.)
III. DMU —->Transportation Vehicles —-> Parlors ---> Consumers.
IV. DMU —->Transportation Vehicles—-> Day CountersConsumers.
SRTAGETIES OF THE MARKETING DEPARTMENT:
■ Visit to all roots of individual points by going in a root distribution vehicle for
contact with all agents.
■ Aims to conduct 5 Consumer Awareness Programs and various Seminars.
■ Aims at conducting agents' meetings.
■ Aims at setting 10 Exclusive NANDINI Milk Parlors.
■ Aiming to set up new sales promotional and advertisement activities.
■ Women association programs.

Strategy Implementation system:
Marketing strategy like sales promotional and advertisement activities of DMU are as
follows.
 Press advertisements
 Hoardings
 Wall paintings
 Rental for KSRTC Buses
 Leaf lets
 Banners
 Vehicles paintings and own hoarding paintings
 Pole ads and Flute boards
 Milk carry bags
 Calendar and greetings
 Exhibition, drawing and consumer mela.

QUALITY CONTROL DEPARTMENT
The main task of the quality department is to see and check the quality of milk
and milk products produced in the plants.
There arc various tests conducted by the officers in charge as well as the
assistants to meet this requirement. If any product does not pass through the quality
standards then the produce is rejected. Even before dispatching the products undergo
testing and it only after the approval of the quality department that the goods are
dispatched
Test conducted at the DMU;
When the milk arrives at DMU, at the reception center a panel of well qualified
persons in a laboratory tests the quantity and quality of milk.
There are number of tests carried, some of them are as follows-
 Taste
• Flavor.
• Acidity
• Corrected lactometer reading.
• Gerber method for fat test.
• Milk-tester method.
• Moister test.
• Solid not tests.

The other tests conducted are:
TEST REASON
Temperature Should be below 5 degrees
Clot on Boiling If mill curdles soon after billing milk is rejected
Acidity Test To test: the extent of acidity
Alcohol Test To check the heat stability of milk
Lactometer To check the density of milk
Fattest Percentage of fat determined
SNF Test Percentage of SNF determined for
pricing SNF=CLR+FAT/4
QUALITY CONTROL DEPARTMENT CHART
DEPUTY MANAGER
ASSISTANT
MANAGER
ASSISTANT
MANAGER
QUALITY ASSISTANT
OFFICER(Chemicals)
QUALITY ASSISTANT
OFFICER (Chemicals)

HUMAN RESOURCS DEPARTMENT
HRD is the department, which looks after the well-being, recruitment and
selection of the employees.
There are a total of 332 employees, out of which
* 10 are from managerial level comprising of MD, Managers of various
department,.
* 41 are from middle level comprising of technicians, executives, supervisors,
chemist,
* 35 are the comparing of administrators, superintendents, assistant managers etc.
* And 246 are from level comprising of helpers, workers, operator, etc.
Recruitment and selection;
The recruitment is done through the advertisement in papers regarding the type of
vacancy and the qualification experience required etc. The HRD manager looks for the
appropriate candidate in the Employment exchange may appoint him. Otherwise he put
up ad in the news paper and the procedure for the recruitment is followed. Lastly the
selection is done through the company cadre and recruitment rules and regulations.
Training
Selected candidate may be given training on the basis of work he is required to do.
Therefore the selected candidates may be sent for training in any one of the following
centers-
LAB ASSISTANTQUALITY ANALYST
QUALITY
ASSISTANT

 NDDB, Anand.
 NDDB Southern Regional training center, I rode.
 Institute of Rural Management, Anand (IRMA)
 NDRPs National Dairy.
 Central Training institute, Bangalore. (KMF
FACILITIES:-
The organization provides various facilities to the employees such as transportation,
medicine, uniforms, canteen facilities etc. Some of the facilities listed below –
 Salary as per government scale.
 Bonus, as per bonus Act.
 Transportation: For the transportation i.e. coming to the work place an employee
gets
 Rs. 300/- if he own has motorcycle. He gets Rs 200/- if he owns a moped, or else
he gets Rs 150/-.
 Medical: An employee will be reimbursed Rs 2500/-if he takes treatment as an
outdoor patient, otherwise he will be given Rs 3500/-if he takes treatment as
indoor patient. He should produce the bills of the treatment.
 Canteen: Employee can get the canteen facility very cheaply. He can get meals for
Rs 3.00, Tiffin for Rs2.00 and tea Rs 1.00 and the employees who work at night
served without any charge.
 Uniform: Two fairs of uniform and new fair of shoes are provided for male
employee every year and for women employees two sarees and u fail of wear is
been provided.
 Quarter liter of milk is given at free of cost to all employee every day and twice
in a year, half kg of ghee is given.
 Provident fund: Every month the employee contributes 12% of his salary to the
provident and also the management contributes 12% of the salary. Thus a total of
24% of the salary appoint will be earmarked towards family pension scheme
 Gratuity: Every year 15 days salary will be taken for calculation and gratuity is
paid..

 ESI: Employee who receives less than 6500/- are covered under this scheme.
 Rs 30/- is attendance bonus to the employee who is regular to the work.
 Subsidy on house building allowances, heat allowances is provided to the
employees.
 For women's pregnancy allowance and other allowance is pan idea.
PURCHAGE DEPARYMENT:
It is a sub-department, which comes under Finance Department. The main work
of this department is to purchase various materials required by different departments.
After a seen inning the stock position by stores department and indent is sent by different
departments dull approved by the Managing Director. This department's function is to
purchase materials.
It also maintains records for Tenders, quotations etc. Quotations with lowest rate
are sanctioned. Purchases up to Rs. 50,000 require approval of Managing Director
The structure of Purchase Department
Purchase Officer
Purchase
Superintendent
Helper
AsstPurchase Officer

STORES DEPARTMENT
This department store the material required for day to day consuming required in the
process of production and for other purposes. Kardex method is practiced i.e., the items
are coded and arranged systematically for easy access
Function:
 The main functions of the department are as follows:
 It has to maintain minimum and maximum quantity of material.
 There should be a proper maintenance of record.
 It tries to reduce the inventory cost
 It should send the stock report to the purchase departments
 If the material or goods are not as per requirement of the stock, it should
immediately send indent form to the purchase department.
 It should supply to the respective departments whenever in need of the goods
or materials.
Procedure:
Whenever a particular department is in need of any good or material it makes the
request to the store department in the prescribed indent form. The department verifies
the form quantity required and department send the indent form to the purchase
department. Then the purchase department purchases the required material and hands it
the store department supplies it to the respective department.
Store department of DMU does not store costly and heavy machines as it. Will be
dead investment, but the items which may be needed at any time are stored. The main
work or task store department is to see that the production process does not stop. .

ENGINEERING AND MAINTAIINCE DEPARTMENT
This department maintains stock of almost all the spare pans of the incliner) so that
production process may not get halted because of some defects. Well qualified and
experienced engineers are always ready to repair the defects in the machinery.
Function of engineering department:
 To look after the proper working of the machines.
 To immediately take corrective measure in case of defects in
machines.
 To keep the stock of the parts of the machines.
 Proper maintenance of the machines
 To take care of the any disturbance at various stages of production due to am
mechanical defects in the machines.
Power plant:
As DMU function 24 hours a day, 365 days a year it is necessary that the plant
should have continues power supply. In case of power failure, generator are used to keep
continues the flow of electric current as to avoid any disturbance in the working.

About Milk
Milk is the thing that is commonly consumed by the people as the part of the food. It
is a complete food. It has almost all the nutrients which are essential for the growth of
human body.
Milk may be defined as the whole , fresh, clean lacteal secretion on obtained complete
milking of healthy milk animals.
Milk is an almost ideal food. It has high nutritive value. It supplies body-building
proteins, bone-forming minerals and health-giving vitamins and furnishes energy-giving
lactose and milk fat. Besides supplying certain essential fatty acids, it contains the above
nutrients in an easily digestible and assimilable form. All these properties make milk an
important food for pregnant mothers, growing children, adolescents, adults, invalids,
convalescents and patients alike
Milk should free from colostrums and should contain minimum prescribed percentage of
milk fat and solids non fat.
CHEMICAL COMPOSITION OF MILK (%) :
Sl.No. Species Water Fat Protein Lactose Ash
1 Cow 86.6 4.6 3.4 4.9 0.7
2 Buffaloes 84.2 6.6 3.9 5.2 0.8
FOOD AND NUTRITIVE VALUE OF MILK
Proteins
Milk proteins are complete proteins of high quality, i.e. they contain all the essential
amino-acids in fairly large quantities.
Minerals
Practically all the mineral elements found in milk are essential for nutrition. Milk is an
excellent source of calcium and phosphorus, both of which, together with vitamin D,
are essential for bone formation.

Vitamins
These are accessory food factors which are essential for normal growth, health and the
reproduction of living organisms. Milk is a good source of Vitamin A (provided the
cow is fed sufficient green feed and fodder), Vitamin D (provided the cow is exposed
to enough sunlight), thiamine, riboflavin, etc.
Fat (Ghee)
Milk Fat (lipid) plays a significant role in the nutritive value, flavour and physical
properties of milk and milk products. Besides serving as a rich source of energy, fat
contains significant amounts of so-called essential fatty acids (linoleic and
arachidonic). The most distinctive role which milk fat plays in dairy products concerns
flavour. The rich pleasing flavour of milk lipids is not duplicated by any other type of
fat. Milk fat imparts a soft body, smooth texture and rich taste to dairy products.
Lastly, milk lipids undoubtedly enhance the consumer acceptability of foods; they also
serve the best interests of human nutrition through the incentive of eating what tastes
good.
Lactose
The principal function of lactose (carbohydrate) is to supply energy. However, lactose
also helps to establish a mildly acidic reaction in the intestine (which checks the
growth of proteolytic bacteria) and facilitates assimilation.
Energy value
The energy-giving milk constituents and their individual contributions are as follows:
Milk fat 9.3 C/g
Milk protein 4.1 C/g
Milk sugar 4.1 C/g
Where 1 C (Food Calorie) = 1000 c (small calorie).
Note: The energy value of milk will vary with its composition. On an average, cow milk
furnishes 75 C/100 g and buffalo milk 100 C/100g.

Major sources of food which contains the essential vitamins, minerals,
proteins etc. need for body
Nutrients Purpose Major Sources
Proteins Essential for muscle
building and Repair; give
the body energy and heat.
Meat, poultry, fish,
milk,Cheese, beans, peas,
nuts.
Carbohydrates Body energy and heat Bread, cereals, pastry,
Sugar, vegetables, frui
Fats Body energy and heat Butter, Ghee, Oils
Minerals Bone, teeth, body cells Dairy products, fruit,
vegetables
Vitamin A Growth, health of the eyes,
structure and function of the
skin and mucous membrane.
Fat-rich dairy products,
eggs, spinach, carrots,
tomatoes, Fish liver oils.
Vitamin B1 (Thiamine) Growth, aids appetite,
prevents beriberi, function
of the nervous system
Whole grains, eggs, green
vegetables, yeast, liver,
kidney
Vitamin B2(Riboflavin Growth, health of skin and
mouth, functioning of the
eyes.
Milk, cabbage, carrots,
spinach, liver, eggs, yeast,
lean meat, prunes.
Niacin Functioning of the stomach,
intestines and nervous
system.
Meat, heart, kidney, liver,
eggs, fish, milk, peanuts,
yeas
Vitamin C
Vitamin D
Aids bones and teeth,
prevents scurvy
Aids in calcium-absorption
which strengthens bones,
prevents rickets.
Citrus fruit, maize,
tomatoes, lettuce, cabbage.
Eggs, milk, fish liver

By seeing above mentioned different sources of foods, the milk contains all the essential
proteins, vitamins and other minerals which other foods do not contain the all the
minerals, vitamins etc. So we can say that Milk is the complete food.
Milk may be defined as the whole, fresh, clean, lacteal secretion obtained by the
complete milking of one or more healthy milch animals, excluding that obtained within
15 days before or 5 days after calving or such periods as may be necessary to render the
milk practically colostrums-free and containing the minimum prescribed percentages of
milk fat and milk-solids-not-fat. In India, the term 'milk', when unqualified, refers to cow
or buffalo milk, or a combination of the two.

RESEARCH METHODOLOGY
―To Study on Consumer Satisfaction Level towards Nadini Shubham
Milk in Dharwad-Hubli City‖
RESEARCH OBJECTIVES
1) TO know the awareness of Nadini Shubham Milk
2) To know the Customers Preference while buying the Milk
3) To compare the Pricing of Nandini Shubham Milk with other.
4) To Understand the factors influence to purchase Shubham Milk
5) To study the customer perception towards Shubham Milk
6) To Know opinion of consumer about the Nandini Shubham Milk
Sampling : The overall consumers of the milk. Hundred percent coverage was difficult
within the limited period of time. Hence the convenience sampling survey method was
adopted for the purpose of the study.
Sampling Size:
A sample of 100 was chosen for the purpose of the study. Sample consist of all the
consumers of the milk in Dharwad-Hubli city.
Sampling Procedure:
From the large number of customers of Nandini Milk users were selected.
Sampling method
Convenience Method (Non-probability sampling method )used
Field study: Directly approached respondents.

Data collection
1Primary data
The primary data is collected from the with the help of questionnaire
2)Secondary data
The required secondary data is collected from the company records, books, journal
and internet etc.

ANALYSIS AND INTERPRETATION
1 Personal Information
a) Age
Sl.No Age Frequency Percent Valid Percent Cumulative Percent
1 below 20 1 1.0 1.0 1.0
2 20-30 25 25.0 25.0 26.0
3 30-40 25 25.0 25.0 51.0
4 40-50 26 26.0 26.0 77.0
5 above 50 23 23.0 23.0 100.0
Total 100 100.0 100.0
age
23.0%
26.0%
25.0%
25.0%
1.0%
above 50
40-50
30-40
20-30
below 20
Inference
From the above graph 1it is clear that:
 26% respondents are between 40-50 age
 23% respondents are above 50age

 1% respondents are below 20age
These data shows that nearly half of the respondents are in between 30 -50 age.
1 B) Gender
FrequencyPercentValid PercentCumulative Percent
Valid Male 55 55.0 55.0 55.0
Female 45 45.0 45.0 100.0
Total 100 100.0 100.0
gender
gender
f emalemale
Percent
60
50
40
30
20
10
0
45
55
Inference
From the above graph it is clear that
 55% of the respondents are male
 45% of the respondents are female
This data shows that the number sample population is male.

1 C ) Occupation
homekares 14 14.0 14.0 14.0
businessman 19 19.0 19.0 33.0
professionals 13 13.0 13.0 46.0
job holders 29 29.0 29.0 75.0
others 25 25.0 25.0 100.0
Total 100 100.0 100.0
occupation
occupation
others
job holders
professoinals
businessman
homekares
Percent
30
20
10
0
25
29
13
19
14
Inference
From the above the diagram it is clears that:
 29% of the sample population is job holder
 25% of the sample population is others
 19% of the sample population is businessman
 14% of the sample population is homemakers
 13% of the sample population is professionals,

These data shows that more number of respondents are job holders
1 D) Income
SL.No FrequencyPercentValid PercentCumulative Percent
1 less than 5000 28 28.0 28.0 28.0
2 5000-15000 27 27.0 27.0 55.0
3 15000-25000 23 23.0 23.0 78.0
4 above25000 22 22.0 22.0 100.0
Total 100 100.0 100.0
income
income
less than 5000
5000-15000
15000-25000
above25000
Percent
3020100
Inference
From above the graph it is clear that
 28% % of the sample population are having income less than Rs5000
 27%% of the sample population are having income Rs5000-15000
 23% of the sample population are having income between Rs15000-25000
 22% of the sample population are having income above Rs25000
This data shows that majority of the respondents are having income less than Rs5000

2) Do you purchase branded milk
SL.No Frequency Percent Valid Percent Cumulative Percent
1 yes 77 77.0 77.0 77.0
2 no 23 23.0 23.0 100.0
3 Total 100 100.0 100.0
Do you purchase brandedmilk
23.0%
77.0%
no
yes
Inference
From the above graph it is clear that
 77%of the sample population is purchasing branded milk,
 23% the sample population is not purchasing branded milk,
This data shows that most of the respondents are using branded milk.

3) Which are the brand do you normally prefer?
SL N0 FREQUENCY PERCENT VALID PERCENT CUMULATIVE PERCENT
1 nandini 42 42.0 42.0 42.0
2 arokya 5 5.0 5.0 47.0
3 srikrishna 4 4.0 4.0 51.0
4 bharat 10 10.0 10.0 61.0
5 others 14 14.0 14.0 75.0
6 2 or more
brands
25 25.0 25.0 100.0
Total 100 100.0 100.0
Inference
From the above graph it is clear that:
 42% of the respondents are taking Nandini Milk
 25% of the respondents are using 2 or more brands

 14% 0f the respondents are using other brands
 10% of the respondents are using bharat milk
 5% of the respondents are using arokya milk
 4% of the respondents are using srikrishna milk
This data shows that the most of the respondents are using nandini milk
4) Do you know about nandini shubham milk
SL. No Frequency Percent Valid Percent Cumulative Percent
1 Yes 97 97.0 97.0 97.0
2 No 3 3.0 3.0 100.0
Total 100 100.0 100.0
do you know about nandini shubham milk
3.00 / 3.0%
97.00 / 97.0%
no
yes
 97% of the respondents are know Nandini Shubham Milk
 3%of the respondents are do not know Nandini Shubham Milk

This data shows that almost all are know about Nandini Shubham Milk
5) How do you come to know about nandini shubham milk
SL.No Frequency Percent Valid Percent Cumulative Percent
TV advertisement 24 240 24.0 24.0
news paper 7 7. 7.0 31.0
family and friends 25 25. 25.0 56.0
Doctor 1 10 1.0 570
Others 10 10. 10. 67.
more than 2 source 33 33. 33. 100.0
Total 100 100.0 100.0
Inference
From the above the graph it is clears that :
 33% of the people are know the Nandini Shubham Milk from 2 or more
sources
 25% the people are know Nandini Shubham Milk from the Family and
Friends
 24% 0f the people are know Nandini Shubham Milk from the TV
Advertisement
 10% the people are know Nandini Shubham Milk from the other sources

 7% of the people are know Nandini Shubham Milk from Newspaper
 1% of the people are know Nandini Shubham Milk from the Doctor
These data shows that most of the respondents are know about the Nandini
Shubham Milk from 2 or more than 2 sources.
6) Have you ever purchased nandini shubham milk
have you ever purchased nandini shubham milk
SL .No Frequency Percent Valid Percent Cumulative Percent
1 yes 90 90.0 90.0 90.0
2 no 10 10.0 10.0 100.0
Total 100 100.0 100.0
Inference
Form the above the graph it is clears that :
 90% of the people are purchased the Nandini Shubham Milk
 10 % of the people are not purchased the Nandini Shubham Milk

This data shows that majority of the people are purchase the Nandini Shubham
Milk
7) When do you purchase nandini milk
1 daily 46 46.0 51.1 51.1
2 whenever required 44 44.0 48.9 100.0
3 Total 90 90.0 100.0
Not purchase 10 10.0
Total 100 100.0
Inference
From the above the graph it is clears that :
 51 % of the people are using Nandini Milk daily
 49 % of the people are using Nandini Shubham milk whenever required

This data shows that more than half of the respondents are using Nandini
Shubham Milk daily.
8) from which source do you want to get the milk
from which source do you want to get the milk
Frequency Percent Valid Percent Cumulative Percent
Valid milk parlours 33 33.0 36.7 36.7
door delivery 24 24.0 26.7 63.3
milk agents 30 30.0 33.3 96.7
others 3 3.0 3.3 100.0
Total 90 90.0 100.0
Not Purchased 10 10.0
Total 100 100.0
othersmilk agentsdoor deliverymilk parlours
Percent
40
30
20
10
0
Inference
From the above graph it is clear that :

 37% of the people are taking milk from the Milk parlor
 32% of the people are taking milk from the Milk Agents
 27% of the people are taking milk from the Door Delivery
 6% of the people are taking milk from the Others
These data shows that more number of respondents is taking milk from parlour.
9)what is the average consumption of nandini shubham milk per day
what is the average consumption of nandini shubham milk per day
Valid 250ml 6 6.0 6.7 6.7
500ml 33 33.0 36.7 43.3
1ltr 36 36.0 40.0 83.3
2ltr 9 9.0 10.0 93.3
more than 2ltr 6 6.0 6.7 100.0
Total 90 90.0 100.0
Missing System 10 10.0
Total 100 100.0

Inference
From the above the graph it is clears that:
 41% of the people are using 1Ltr Nadini Shubham Milk
 36% of the people are using 500ml Nadini Shubham Milk
 10% of the people are using 2Ltr Nadini Shubham Milk
 7% of the people are using more than 2Nadini Shubham Milk
 6% of the people are using 250ml Nadini Shubham Milk
This data shows that majority of the respondents are using 1 Ltr of Nandini Shubham
Milk
10) which factor influence you to buy the nandini Shubahm milk
advertisement 23 23.0 25.6 25.6
word of mouth 39 39.0 43.3 68.9
availability 8 8.0 8.9 77.8
family doctor 1 1.0 1.1 78.9
Others 19 19.0 21.1 100.0
Total 90 90.0 100.0
Total 100 100.0

Inference
From this above graph it is clear that :
 43% of the people are influenced by the word of mouth factor
 26% of the people are influenced by the advertisement factor
 21% of the people are influenced by the others factor
 9% of the people are influenced by the availability factor
 1% of the people are influenced by the family doctor factor
This data shows that nearly half of the respondents are influenced by the word of mouth.
11) A rate the following factors while purchasing NSM -Taste
Valid 1 78 78.0 86.7 86.7
2 9 9.0 10.0 96.7
3 2 2.0 2.2 98.9
4 1 1.0 1.1 100.0
Total 90 90.0 100.0

Total 100 100.0
Inference
 87% of the respondents give the 1 rate the Taste
This data shows that majority of the people give the 1 rating to the Taste of Nandini
Shubham Milk
11 B) freshness
Valid 1 56 56.0 62.2 62.2
2 27 27.0 30.0 92.2
3 7 7.0 7.8 100.0
Total 90 90.0 100.0
Total 100 100.0

freshness
freshness
321
Frequency
60
50
40
30
20
10
0
Inference
 62% of the respondents give the 1 rate the Freshness
This data shows that most of the people liked the freshness of the Nandini
Shubham Milk.
11 c) packaging
Valid 1 38 38.0 42.2 42.2
2 47 47.0 52.2 94.4
3 4 4.0 4.4 98.9
5 1 1.0 1.1 100.0

Total 90 90.0 100.0
Total 100 100.0
 From above the graph it is clear that:
52% of the respondents give the 2 rate the Packaging
These data shows that more than the half of the people rates the packaging of Nandini
Shubham Milk 2 rate.
11d) availability
availability
Valid 1 67 67.0 74.4 74.4
2 18 18.0 20.0 94.4
3 3 3.0 3.3 97.8
4 2 2.0 2.2 100.0
Total 90 90.0 100.0

MissingSystem 10 10.0
Total 100 100.0
availibiltiy
availibiltiy
4321
Percent
80
60
40
20
0
Inference
 74% of the respondents give the 1 rate the Availability
 20% of the respondents give the 2 rate the Packaging
This data shows that the availability of the Shubham Milk is good. Most of the
people rate 1 to the availability of Milk
11e) Thickness
Valid 1 73 73.0 81.1 81.1
2 11 11.0 12.2 93.3
3 5 5.0 5.6 98.9
4 1 1.0 1.1 100.0

Total 90 90.0 100.0
Total 100 100.0
Inference
 81% of the respondents give the 1 rate the Thickness
 6% of the respondents give the3 rate the Thickness
These data shows that most of the people are given 1 rate to the thickness of the Nandini
Shubham Milk.
12) According to you availability of NSM in your area's retailers
Valid very good 20 20.0 22.2 22.2
Good 44 44.0 48.9 71.1
moderate 24 24.0 26.7 97.8

Bad 1 1.0 1.1 98.9
very bad 1 1.0 1.1 100.0
Total 90 90.0 100.0
Total 100 100.0
Inference
From the above the graph it is clears that
 49% of the respondents says that the availability of the Nandini Shubham
Milk is Good
Milk is very Good
Milk is Moderate
 1% of the respondents says that the availability of the Nandini Shubham Milk
is Bad
 1% of the respondents says that the availability of the Nandini Shubham Milk
is Very bad
These data shows that the availability of the milk is good. Nearly half of the
people rate it 2
13) according to you which are the parameter is important while purchasing nandini milk

Valid Brand 28 28.0 31.1 31.1
Cost 6 6.0 6.7 37.8
Quality 49 49.0 54.4 92.2
ingredients 2 2.0 2.2 94.4
fat content 5 5.0 5.6 100.0
Total 90 90.0 100.0
Not Purchasing 10 10.0
Total 100 100.0
Inference
From the above the graph it is clears that
 54% of the population sample is considered quality as parameter while buying milk
 31% of the population sample is considered brand as parameter while buying milk
 7% of the population sample is considered cost as parameter while buying milk
6% of the population sample is considered fat content as parameter while buying milk
2% of the population sample is considered ingredients content as parameter while buying milk
These data shows that majority off the population sample consider quality as parameter
while buying the milk.
14) Is there any schemes offered by nandini, which influenced you to purchase nandini
milk
is there any schemes offered by nandini, which influenced you to purchase nandini milk
Frequency Percent Valid Percent Cumulative
Percent

Valid yes 7 7.0 7.8 7.8
no 83 83.0 92.2 100.0
Total 90 90.0 100.0
Total 100 100.0
is there any schemes offered by nandini, which influenced you to purc
is there any schemes offered by nandini, which influenced you to purchas
noyes
Percent
100
80
60
40
20
0
92
8
Inference
From the above the graph it is clear that
 93% of the people says there is no schemes are offered by the Nandini Shubham
Milk,
 7% of the people says there is some schemes are offered by the Nandini Shubham
Milk,
These data shows that Most of the respondents are not given any offers Nandini Shubham
Milk. There is less scheme offered by Nandini Shubham .
15) Is there any discounts or other offers are given by the retailers
Valid yes 17 17.0 18.9 18.9

no 73 73.0 81.1 100.0
Total 90 90.0 100.0
Not Purchasing 10 10.0
Total 100 100.0
Inference
From the above the graph it is clear that :
 81% of the respondents reveals there is no discounts or offers given by the
retailers,
 19% of the respondents reveals there is some discounts or offers given by the
retailers,
These data shows that there is less discounts or offers are provided by the retailers.
16) Do you think that the pricing of NSM is worth of this product
Valid yes 71 71.0 78.9 78.9

no 19 19.0 21.1 100.0
Total 90 90.0 100.0
Total 100 100.0
Inference
 79% of the respondents says that Nandini Shubham Milk is worth itself
 21% of the respondents says that Nandini Shubham Milk is not worth itself
This data shows that most of the sample population satisfied with the pricing of Nandini
Shubham Milk.
17) How do you rate the price of NSM compared to others
how do you rate the price of NSM compared to others
Frequency Percent Valid Percent Cumulative

Percent
Valid high 39 39.0 43.3 43.3
moderate 26 26.0 28.9 72.2
competitive 20 20.0 22.2 94.4
affordable 5 5.0 5.6 100.0
Total 90 90.0 100.0
100 100.0
Inference
 44% of the respondents says the price of the Nandini Shubham Milk is High
 29% of the respondents says the price of the Nandini Shubham Milk is Moderate
 22% of the respondents says the price of the Nandini Shubham Milk is
competitive.
 5% of the respondents says the price of the nandini Shubham Milk is Affordable.
These data shows that most of the sample population reveals that the price of
Nandini Shubham Milk is high.
43%
29%
0%
22%
0% 6%
0%
high
moderate
competitive
affordable

18) Do you think a change in price may lead to change in consumption pattern of Nandini
Shubham Milk?
do you think a change in price may lead to change in consumption pattern of NSM
Valid definitely yes 25 25.0 27.8 27.8
yes 43 43.0 47.8 75.6
partial 15 15.0 16.7 92.2
no 7 7.0 7.8 100.0
Total 90 90.0 100.0
Total 100 100.0
Inference
 47% of the sample population says YES that change in the Price may lead to
change in the consumption pattern of the milk.
 27% of the sample population says DEFINITELY YES that change in the Price
may lead to change in the consumption pattern of the milk
 18% of the sample population says PARTIAL that change in the Price may lead
to change in the consumption pattern of the milk
 8% of the sample population says NO that change in the Price may lead to
change in the consumption pattern of the milk
These data shows that nearly of the respondents says a change in the price of Nandini
Shubham Milk may lead to change in their consumption pattern.

19)Are you satisfied with the services provided by the nandini retailers
Valid yes 66 66.0 73.3 73.3
no 24 24.0 26.7 100.0
Total 90 90.0 100.0
Total 100 100.0
Inference
 73% of the sample population is satisfied with the services provided by the
Nandini retailers.
 27% of the sample population is not satisfied with the services provided by the
Nandini retailers.
This data shows that the majority of the people satisfied with the services provided
by the Nandini retailers.

20) Do you want to switch another brand
Valid yes 15 15.0 16.7 16.7
no 75 75.0 83.3 100.0
Total 90 90.0 100.0
Total 100 100.0
Inference
 83% of the sample population is not want to change their brand
 17% of the sample population is want to change their brand
This data shows that the most of the people do not want to shift to another brand.

21) Do you get the milk all the time (morning-night)
Valid yes 56 56.0 62.2 62.2
no 34 34.0 37.8 100.0
Total 90 90.0 100.0
Not purchased 10 10.0
Total 100 100.0
do you get the milk all the time (morning-night)
37.8%
62.2%
no
yes
Inference
 62% of the respondents not getting the milk all the day( morning to night)
 38% of the respondents getting the milk all the day( morning to night)
This data shows that most of the sample population is not getting the Nandini
Shubham Milk properly.

22) Rate the satisfaction level with respect to NSM compared to others
Valid 1 36 36.0 40.0 40.0
2 29 29.0 32.2 72.2
3 23 23.0 25.6 97.8
4 2 2.0 2.2 100.0
Total 90 90.0 100.0
Not purchased 10 10.0
Total 100 100.0
Inference
 40% of the respondents are give 1 rank (very good) to the satisfaction level of
Nandini Shubham Milk
 32% of the respondents are give 2 rank (good) to the satisfaction level of Nandini
Shubham Milk
 26% of the respondents are give 3 rank (partial) to the satisfaction level of

 4% of the respondents are give 4 rank (bad) to the satisfaction level of Nandini
Shubham Milk
This data shows that more number of respondents are satisfied with Shubham milk
23) If NSM is not available in your area‘s retailer, will you wait till NSM is available or
shift others
Valid wait 38 38.0 42.2 42.2
shift 52 52.0 57.8 100.0
Total 90 90.0 100.0
Total 100 100.0
Inference
 58% 0f the sample population is not wait for the Nandini Shubham Milk
 42%0f the sample population is wait for the Nandini Shubham Milk
Majority of the respondents are shift to another brand if Nandini Shubham Milk is not
available.

24) Do you want any changes in the NSM
Valid yes 56 56.0 62.2 62.2
no 34 34.0 37.8 100.0
Total 90 90.0 100.0
Total 100 100.0
Inference
 Nearly 62 %of the respondents wants changes in Nandini Shubham Milk
 48% of the respondents do not wants changes in Nandini Shubham Milk
These data shows that most of the sample population wants changes in Nandini
Shubham Milk

25) Which factor of nandini shubham milk improve
Valid packaging 17 17.0 26.6 26.6
contents 5 5.0 7.8 34.4
taste 3 3.0 4.7 39.1
others 39 39.0 60.9 100.0
Total 64 64.0 100.0
Not wanted changes 36 36.0
Total 100 100.0
Inference
From the above the graph 25 it is clear that
 61% of the sample population wants change in other factors
 26% of the sample population wants change in packaging
 8% of the sample population wants change in content
 5% of the sample population wants change in taste

These data shows that most of the sample population wants changes in other factors
like supply, price, smell etc.
26) What is your overall opinion about the NSM
Validcompletely satisfied 21 21.0 23.3 23.3
satisfied 48 48.0 53.3 76.7
partial 18 18.0 20.0 96.7
not satisfied 3 3.0 3.3 100.0
Total 90 90.0 100.0
Total 100 100.0
Inference
From the above graph - it is clear that
 53% of the customers overall opinion about Nandini Shubham Milk is satisfied
 24% of the customers overall opinion about Nandini Shubham Milk is
completely satisfied
 20% of the customers overall opinion about Nandini Shubham Milk is partial
 3% of the customers overall opinion about Nandini Shubham Milk is not satisfied
These data shows that most of the sample population is satisfied with the Nandini
Shubham Milk.

FINDINGS
The overall project is mainly on study on consumer satisfaction level towards
Nandini Shubham Milk in Dharwad – Hubli city. In this project the major findings are as
follows
 Most of the customers age is between 20-50 years
 55% Males are purchasing milk
 29% of the people are Job holders
 28% of the respondents have below Rs5000 income
 77% of the people are using branded milk.
 42% of the people are taking (prefer) Nandini Milk
 97% 0f the people are know about the Nandini Shubham Milk
 33% of the people are know the Nandini Shubham Milk from 2 or more sources
 25% the people are know Nandini Shubham Milk from the Family and Friends
 90% of the people are purchased the Nandini Shubham Milk
 51 % of the people are using Nandini Shubham Milk daily
 37% of the people are taking milk from the Milk parlor
 41% of the people are using 1Ltr Nadini Shubham Milk
 43% of the people are influenced by the word of mouth factor
 87% of the respondents give the 1 rate the Taste
 62% of the respondents give the 1 rate the Freshness
 52% of the respondents give the 2 rate the Packaging
 74% of the respondents give the 1 rate the Availability
 81% of the respondents give the 1 rate the Thickness
 49% of the respondents says that the availability of the Nandini Shubham Milk is
Good
 1% of the respondents says that the availability of the Nandini Shubham
Milk is Bad

 54% of the population sample is considered quality as parameter while buying
milk
 93% of the people says there is no schemes are offered by the Nandini Shubham
Milk,
 81% of the respondents reveals there is no discounts or offers given by the
retailers
 79% of the respondents says that Nandini Shubham Milk is worth itself
 44% of the respondents says the price of the Nandini Shubham Milk is High
 47% of the sample population says YES that change in the Price may lead to
change in the consumption pattern of the milk.
 73% of the sample population is satisfied with the services provided by the
Nandini retailers.
 83% of the sample population is not want to change their brand
 62% of the respondents not getting the milk all the day( morning to night)
 40% of the respondents are give 1 rank (very good) to the satisfaction level of
 32% of the respondents are give 2 rank (good) to the satisfaction level of Nandini
Shubham Milk
 58% 0f the sample population is not wait for the Nandini Shubham Milk
 Nearly 62 %of the respondents wants changes in Nandini Shubham Milk
 61% of the sample population wants change in other factors price, supply,
packaging etc.

 53% of the customers overall opinion about Nandini Shubham Milk is satisfied
 24% of the customers overall opinion about Nandini Shubham Milk is
completely satisfied
Suggestions:
The overall project is mainly on study on consumer satisfaction level towards
Nandini Shubham Milk in Dharwad – Hubli city. In this project the major
suggestions are as follows:
 The Nandini Shubham milk has to maintain the same quality and
ingredients of the milk.
 The advertisement of the Nandini Shubham milk may be make more
attractive.
 The supply of the milk may improve .It can provide the milk within the
time so that customer can get the fresh milk.
 The packaging of the milk is not so attractive, it may change the label or
colour and make it more attractive.
 The company needs to provide the milk to retailers on time and supply
them whenever they required immediately.
 Company can provide the some offers, discounts, and home delivery etc to
the regular customers.

CONCLUSION
I would conclude the project stating that the customers of the DHARWAD-
HUBLI City are satisfied with the Nandini Shubham Milk and they still needs good
offers and discounts as well as quality product in future days. The Nandini
Shubham Milk is a good product it can fulfill the requirement or expectation of the
customers. During the project I came to know about even though the most of
customers are satisfied with Shubham Milk but they are not purchasing it because
of reasons like non availability, price and some other reasons. Most of the
customers purchase milk which is available easily and don‘t think about the brand
or quality. The retailers are also influencing them while purchasing milk. The
company maintain the same quality and apply some new improvements which may
help it to improve its market.

BIBILOGRAPHY
Book
Marketing Research
By A Parshurama, Dhruv Grewal and Krishna
By Tull Hawkins and Donald
Magazines
Indian Journal of MARKETING
Websites
kmf.com.in
www.Google.com

A N N E X U R E

Questionnaire
Dear Sir/Madam,
Name:
Address: ---------------------------------------------------------------------------
------------------------------------------------------------- --------------
----------------------------------------------------------------------------
Contact Number :
Age: _______ Gender_______
Occupation:
a) Home makers b) Business c) Profession d) Others
Monthly Income [in Rs]
a) Below 5000 b) 5000-15000 c)15000-25000 d) Above 25000
1) Do you purchase branded milk?
a) Yes b) No
3) Which are the brand do you normally prefer?
a) Nandini b) Arokya c) Srikrishna d) Bharat e) Others
4) Do you know about the Nandini Shubham Milk?
a) Yes b) No
If No Give Reason ______________
5) How did you come to know about the Nandini Shubham?
a) TV advertisement b) Newspaper c) Family & Friends
d) Doctors e) Others Please specify______________
6) Have you ever purchased Nandini Shubham Milk ?
a) Yes b) No
If No Give Reason ______________ go to the question no
7) When do you Purchase Nandini Shubham Milk?
a) Daily b) Weekly c) Whenever required
8) From which source do you want to get milk daily?

a) Milk Parlors b) Door Delivery c) Milk Agents d) Others
Others specify ___________________________________
9) What is your average consumption of Nandini Shubham Milk per Week?
a) 250ml b) 500ml c) 1 Ltr d) 2 Ltr e) more than 2 Ltr
10) Which the factor influence you to buy the Nandini Shubham Milk?
a) Advertisement b) Word of mouth
c) Availability d) Family Doctor
e) Others If others specify ___________________
11) Rate the following factors while purchasing Nandini Shubham Milk.
(1 is highest and 5 is lowest)
Rating
Factors 1 2 3 4 5
Taste
Freshness
Packaging
Availability
Thickness
12) According to you, availability of Nandini Shubham Milk in your
Area‘s retailers?
Very good Good Moderate Bad Very bad
13) According to you, which of the following parameter is important while purchasing?
Nandini Shubham Milk?
a) Brand b) cost 3) Quality d) Ingredients e) Fat content
14) Is there any schemes offered by Nandini, which influenced you to purchase Nandini
Milk?
a) Yes b) No
If YES specify _________________________________
15) Is there any discounts or other offers are given by the retailers?
a) Yes b) No

If YES mention_____________________________________
16) Do you think that the pricing of the Nandini Shubham Milk is worth of its
product?
a) Yes b) No
17) How do you rate the price of Nandini Shubham Milk compared to others?
High Moderate Competitive Affordable Low
18) Do you think a change in price may lead to change in consumption pattern of Nandini
Shubham Milk?
Definitely yes Yes Partial No Definitely not
19) Are you satisfied with the services provided by the Nandini Retailers?
a) Yes b) No If NO Give reason_________________
20 ) Do you want to switch to another brand?
a) Yes b) No
If YES give reason ________________________________________
21) Do you get the Milk all the time ? (Morning to Night)
a) Yes b) No
22) Rate the Satisfaction level with respect to Nandini Shubham Milk compared to
others
Completely Satisfied ___ ___ ___ ___ ___ Completely Unsatisfied
23) If Nandini Shubham Milk is not available in your area‘s retailers, will you wait
till Nandini Shubham Milk is available or shift others?
a) Wait b) Shift
24) Do you want any changes in the Nandini Shubham Milk?
a) Yes b) No
If YES answer question No 25.
25) Which factor of Nandini Shubham Milk may improve?
a) Packaging b) Contents c) Taste d) Others

If others specify__________________________________
26) What is your over all opinion about the Nandini Shubham Milk
Completely satisfied Satisfied Partial Not satisfied completely not satisfied
27) Any suggestion for improvement of Nandini Shubham Milk:
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
Thank You
Signature

Consumer Satisfaction towards Nadini Shubham Milk

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