EXECUTIVE SUMMARY: DAIRY INDUSTRY IN INDIA – AN OVERVIEW: Dairy enterprise is an important occupation of farmers. In India nearly 70% of the people depend on agriculture. It is the backbone of India. Dairy is linked with agriculture industry to a large extent. Animal husbandry in India is an essential part of agriculture. It is mainly a rural occupation closely associated with agriculture. In 1965, National Dairy Development Board [NDDB] was set up with the objective of meeting the demand of milk, especially in urban areas, as well as developing the rural economy through the enhancement of the milk production of the country.
In 1970, NDDB took up “Operation Flood” program in order to organize milk producers’ co-operative in several places in India taking the Karia district [ANAND] co-operative milk producers union limited [AMUL] of Anand, Gujarat as a model with the above object in view. Company profile: Origin of Tumkur Milk Union Limited:- TUMUL was formed on 30th march 1977 and its funding is restricted to the Tumkur district only. TUMUL was formed about for the welfare and upliftment of the milk producers and to make the milk producers procurement a profitable business by using advanced technology.
It is formed mainly for serving the customers with better quality milk. TUMUL is situated in Mallasandra which is 11kms away from Tumkur City. It is situated in the rural area, which is outside the jurisdiction local authority such as municipal and co-operation. GROWTH AND DEVELOPMENT OF THE ORGANISATION Tumkur is a fast developing industrial town in Karnataka it’s adjacent to Bangalore, about 70kms towards North West of the national highway. The district comprises of 10 taluks with a population of 45 lakhs (2007). The climate is rather dry and the rainfall is normal in the district.
TITLE OF THE PROJECT : “Customer satisfaction towards Nandini milk and Awareness, Opinion on Homogenized pure cow milk” STATEMENT OF THE PROBLEM: Any product that wants to survive must concentrate on factors like quality, price, package etc… According to consumer studies have become essential now a days,that to for such perishable food products to know about their preferences towards the various related aspects of the products . So it has becomes essential to know the present level of consumer satisfaction to analyze the future demand for the products.
More product awareness has become a potential marketing tool in the global market . Even the software industry is also not free from this area. Well designed more products can create promotional value. OBJECTIVES OF THE STUDY: The primary objective is to identify the consumer satisfaction level for Nandini milk and Awareness, opinion on homogenized pure cow milk. An attempt to increase the sales can bear fruit only if the consumers are satisfied with the products and services and they go for the product again or even refer to it to other potential buyers.
Thus evaluating the current consumer satisfaction level is quiet necessary for improving sales as well as it provides criteria for future sales plans and to develop the marketing plans of the company. SCOPE OF THE STUDY: The Study is exclusive conducted for the “Customers Satisfaction towards Nandini milk and awareness, opinion on Homogenized pure cow milk” in and around the Tumkur City only. It will help to know the factors influencing the customer’s preference about the product and getting their opinion for accepting product RESEARCH DESIGN: PRIMARY SOURCE OF DATA:
Primary data are those collected by the investigator himself for the first time and thus they are original in character, they are collected for a particular purpose. A well-structured questionnaire was personally administrated to the selected sample to collect the primary data. SECONDARY SOURCE OF DATA: Two types of secondary data were collected for the preparation of the project work: -Internal Data was generated from company’s brochures, manuals and annual reports. -External Data, on the other hand, was generated from magazines, research books and internet (websites).
LIMITATIONS OF STUDY: ? The survey is limited to the potential of areas of Tumkur City only due to limitation of time. ? The sample size is confined to 100 due to lack of time and resource. ? The study focused on memory recall and there is chance of recall bias. It may have introduced errors in the survey. ? There is reluctance on the part of respondents. FINDINGS OF THE STUDY: ? Nandini milk is purchased by many people because they think that it is a product of Karnataka’s farmers efforts. ? Majority of respondents opt full cream Nandini milk and homogenized pure cow milk to onsume everyday. In Nandini milk there are different types of milk like toned Nandini milk, double toned Nandini milk, special Nandini milk, Good life which are presented to market by TMUKMF to satisfy the different needs of consumers in best possible ways. ? Majority of respondent’s view about Nandini milk’s price is expensive, price was the only major inconvenience about Nandini milk to customers. Few respondents did say that the price is reasonable. ? Majority of respondents have never witnessed any sort of contamination or unhygienic factors in Nandini milk. hich proves that people need not have any doubt or fear while using Nandini milk. ? Majorityof respondents are aware of Nandini homogenized pure cow milk but still 24% are unaware of the product this shows that company need to concentrate on its promotional activities. SUGGESTIONS AND RECOMMENDATIONS: ? Conduction of Consumer Awareness Program ? Need to maintain constant price for products. ? Adoption of effective advertisement programme. ? Implementation of effective cost controls method. ? Need to improve in packaging of product.
CONCLUSION:- Nandini milk as got very good distribution channel and it has agents in every part of the city and the brand image is too good. TMU KMF is providing the best quality products. They have understood the needs of consumer and tried their best to fulfill them. I am sure the company will find my findings relevant and I sincerely hope it uses my suggestions enlisted, which I hope will take them miles ahead of competition. I am sure the company has a very bright future to look forward to and will be a trailblazer in its own right.