FIELD STUDY ON MARKET SURVEY ABOUT PRODUCT AND SERVICES

ON NANDINDI MILK

BACHELOR OF BUSINESS ADMINISTRATION

OF
MAHARANI CLUSTER UNIVERSITY

By
SHALINI R
20UC1041
5th SEM BBA
Under the guidance of
DR KUSHALA

1
 MAHARANI CLUSTER UNIVERSITY
Seshadri road, Bangalore -50001

COLLEGE CERTIFICATE

This is to certify that SHALINI R bearing REG NO 20UC1041 is a student of final year BBA
our college has prepared project report entitled

“Field study on market survey about product and services”

Towards the partial fulfillment of bachelor of business administration
Under the guidance of
PROF KUSHALA
(CHAIRPERSON OF BCOM)

DR GOVINDAPPA DR ESHWARAPPA. M
(BBA CO-ORDINATOR) (CHAIRPERSON OF BBA)

DR RAMACHANDRA. K
(PRINCIPAL)
MAHARANI CLUSTER UNIVERSITY
Palace road bangalore-56001

2
 GUIDE CERTIFICATE
This is to certify that the project report “a field study on market survey on goods and services-
Nandini milk” has been prepared by MS SHALINI R under the guidance of PROF KUSHALA.
This project report submitted towards the partial fulfillment of third year, Bachelor of business
administartion2022-23.
For the award of the bachelor of business administration degree of maharani cluster university.

DATE: SIGNATURE OF THE GUIDE:

PLACE: Bangalore DR. KUSHALA

3
 DECLARATION BY THE STUDENT

I SHALINI R, a student of bachelor of business administration school of commerce and management,

Maharani cluster university Bangalore.
I hereby declare that the project report, “a study on market survey on goods and services” is an
exclusive and authenticated work done by me.

DATE: SIGNATURE OF STUDENT:

PLACE: BANGALORE SHALINI R
20UC1041

4
 CERTIFICATE FINAL YEAR BBA CO-ORDINATOR

This is to certify that project report “a study on market survey of products and services” has been
prepared by SHALINI R under my guidance.
This project report submitted towards the partial fulfillment of third year, Bachelor of business
administration 2022-23.
For the award of the bachelor of business administration degree in MAHARANI CLUSTER
UNIVERSITY.

DATE: SIGN OF CO ORDINATOR

PLACE: BANGALORE DR. GOVINDAPPA
(M COM, MBA, M PHIL, PHD)

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 ACKNOWLEDGMEMENT

I wish to convey my sincere gratitude to prof. c. Ramachandra sir, principal of maharani cluster
university, Seshadri road, Bangalore for providing me an opportunity to undertake this project.
Also grateful to BBA course co coordinator prof. GOVINDAPPA for providing the guidelines
regarding the project.
Also grateful to BBA course chairperson of BBA prof. ESHWARAPPA E for providing the
guidelines regarding the project.

I also extend my gratitude towards my guide prof. KUSHALA mam.

SHALINI R
20UC1041

6
 INDEX

SL NO CONTENTS PAGE NO

01 INTRODUCTION 8 -19
02 DESIGN OF THE STUDY 20 -31
03 ANALYSIS AND INTERPREATATION 32 -39
04 FINDINGS AND CONCLUSIONS 40 -44

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 1. INTRODUCTION

Dairy farming is a class of agriculture for long term production of milk, which is processed (Either
on the farm or at a dairy plant, either of which may be called a dairy) for eventual sale of a dairy
product. While cattle were domesticated as early as 12,000 years ago as a food source and as beasts
of burden, the earliest evidence of using domesticated cows for dairy production is the seventh
millennium BC – early Neolithic era-in north western Anatolia .Dairy farming developed elsewhere
in the world subsequent centuries: the sixth millennium BC in eastern Europe, the fifth millennium
BC in Africa, and the fourth millennium BC in Britain and Northern Europe. In the last century or
so larger farms specialising in dairy alone have emerged. Large scale dairy farming is only viable
where either a large amount of milk is required for production of more durable dairy products such
as cheese, butter, etc. or there is a substantial market of people with money to buy milk, but no cows
of their own. In the 1800s VON THUNEN argued that there was about 100-mile radius surrounding
a city were such fresh milk supply was economically viable.

Nandini is a milk product brand name of Karnataka Cooperative Milk Producers’ Federation Limited.
It is an Indian dairy company, which headquarters is in Bengaluru, Karnataka

It is the Apex Body for the dairy co-operative movement in Karnataka. It is the second largest dairy
co-operative amongst the dairy cooperatives in the country. The Brand “Nandini” is the household
name for Pure and Fresh milk and milk products. KMF has 14 Milk Unions covering all the districts
of the State which procure milk from Primary Dairy Cooperative Societies (DCS) and distribute milk
to the consumers in various Towns/Cities/Rural markets in Karnataka.

Karnataka Dairy Development Cooperation (KDDC), the first ever World Bank/ International
Development Agency funded Dairy Development Program in the country started in Karnataka on
co-operative lines 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/IDA, Operation Flood II & III. The Anand Pattern three tier organisation
structure – Dairy Cooperative Societies at the village level, District Milk Unions at the District level
to take care of the procurement, processing and marketing of milk and provide technical input
services for enhancing milk production at producers level and Federation at the state level to co-
ordinate the growth of the sector in the State, are resolutely and harmoniously working hand-in-hand
in creating self-sustaining rural economy based on cooperative dairying. KMF is one of the few
federations in the country, who have converted dairying from a subsidiary occupation into an
industry.
Coordination of activities among the Unions and developing market for Milk and Milk products is
the responsibility of KMF. Marketing Milk in the respective jurisdiction is organized by the
respective Milk Unions. Surplus/deficit of liquid milk among the member Milk Unions is monitored
by the Federation. While the marketing of all the Milk Products is organized by KMF, both within
and outside the State, all the Milk and Milk products are sold under a common brand name
NANDINI.
The Federation is striving to create a self-reliant and vibrant rural economy in Karnataka by
providing a supportive and conducive environment for the growth of Dairy Cooperatives as
autonomous economic and social institutions. The Federation is largely successful in realizing the

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 objectives of dairying during the last four decades of dairy development in Karnataka State. It is by-
and-large successful in providing a viable subsidiary occupation to unemployed rural poor so as to
raise their income earning capacities and to supply adequate quantity of quality milk at reasonable
prices to urban consumers.
The results of effective dairy development by KMF have made a far-reaching and extensive impact
on the rural landscape in Karnataka. The best remunerative milk purchase price to farmers, efficient
and timely input services, delivered at the door-steps to farmers, such as, unfailing veterinary health
services to any remote village, quality artificial insemination for breed improvements, supply of
balanced cattle feed at less than the market price, etc., have made the farmers to increasingly
patronize their cooperative. The extent of patronization by farmers is so complete, that the dominant
share of marketable surplus milk of farmers in Karnataka is procured by KMF dairies and hardly
there is any organized private dairy milk procurement, which is widely prevalent in other parts of the
country.

Traditional way of dairy industry those days:

 Hand Milking
 Vacuum Bucket Milking
 Milking Pipeline
 Automatic Milker Take- Off
 Fully Automatic Robotic Milking

Milk Industry Scenario

The demand of milk and milk products in INDIA is projected to increase to 142.9 million tonnes in
2015 and further to 191.3 million tonnes in 2020. At the existing rate of growth in milk production, in
next ten years, supply will fall short of the demand. Indian dairy sector contributes the large share in
agricultural GDP. Presently there are around 70,000 village dairy cooperatives across the country. The
cooperative societies are federated into 170 district milk producers unions, which in turn have 22 state
cooperative dairy federations. The Government of India has introduced various schemes and
initiatives aimed at the development of the dairy sector in the country. On the other hand, the private
participation in the Indian dairy sector has also increased over the past few years. Both national and
international players are entering the dairy industry, attracted by the size and potential of the Indian
market. Looking forward the market is expected to reach a value of INR 25,491 billion by 2025,
exhibiting a Compounded Annual Growth Rate of 16% during 2020 –2025.

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 MARKETING MIX
Elements of the marketing mix are often referred to as the "Four P's", a phrase first coined by Chris Lloyd
in 1997:

The blend of the four marketing elements of product, place (distribution), price and promotion

Product - It is a tangible object or an intangible service that is mass produced or manufactured on a large
scale with a specific volume of units. Intangible products are service based like the tourism industry & the
hotel industry or codes-based products like cell phone load and credits. Typical examples of a mass
produced tangible object are the motor car and the disposable razor. A less obvious but ubiquitous mass
produced service is a computer operating system. Packaging also needs to be taken into consideration.
Every product is subject to a life-cycle including a growth phase followed by an eventual period of decline
as the product approaches market saturation. To retain its competitiveness in the market, product
differentiation is required and is one of the strategies to differentiate a product from its competitors.

The different products and services a business offers: Two Aspects to Consider: Selecting Product
Features: Color, size, quality, hours of operation, warranties, delivery, and installation .Branding,
Packaging, and Labeling. Branding: the name, symbol, or design used to identify the product Package: the
box, container, or wrapper in which the product is placed. Label: information about the product on the
package. Placing a product in a certain market to get a desired consumers’ response

Price – The price is the amount a customer pays for the product. The business may increase or decrease the
price of product if other stores have the same product.

Set Your Price Objectives:

- Maximize sales?
- Increase profits?
- Discourage competition?

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 Return on Investment

 One pricing strategy is to determine cost involved and then decide how muchyou desire to gain as a
return on your investment
 Market share: percentage of total sales by all companies in the market that abusiness captures
 Pricing strategy that gains market share will either be a lower price thancompetition or a comparable
price for a higher quality product

Determining Price

 Demand-Based Pricing: price set by how much the customer will pay
 Cost-Based Pricing: determining wholesale cost and placing a markup amounton the price

- Markup: amount added to the wholesale price

- Markdown: amount subtracted from the retail price

 Competition-Based Pricing: price determined by what the competition is

charging for the same good or service

Service Pricing

 Time-Based Pricing: hourly rate for a service performed

 Bundling: services are bundled together and sold at a discounted price
 Breakeven Point: all costs for a service are added to determine the lowest price a service may be sold
at in order to cover costs (the point where sales revenues equal production cost)

Place – Place represents the location where a product can be purchased. It is often referred to as the
distribution channel. It can include any physical store as well as virtual stores on the Internet.

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 Aspects to consider:

Getting the product in a timely manner. Channels of distribution usually result in lower costs than trying
to do everything yourself .Channels save time for buyers and sellers Channel of Distribution for Retail
Goods

 Manufacturer
 Wholesalers
 Retailer
 Consumers
 Stay open in evening hours and on weekends
 Use catalogs, fliers, other advertisements to reach customers outside livingarea
 Take orders by phone, fax, or ship directly

Distribution through Internet

 Websites
 On-line Catalogs
 E -bay
 On-line Auctions

Channels for Service Businesses

• Single direct channel from entrepreneur to customer

• Product and consumption happens at the same time
• Some services utilize retailers to distribute their product.

Channels for Manufacturing

 End customers are generally NOT the customer for Broad distribution or narrow distribution

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 How is product stored?
 Transportation: Air, Train, Transfer truck, Pipeline, Ship

Combination of methods

 How is the product transported?

 How is product stored?
 Storage and Handling Options:

- Warehouses
- Packages must protect the product from production to sale

Promotion - Promotion represents all of the communications that a marketer may use in the marketplace.
Promotion has four distinct elements: advertising, public relations, personal selling and sales promotion.
A certain amount of crossover occurs when promotion uses the four principal elements together, which is
common in film promotion. Advertising covers any communication that is paid for, from cinema
commercials, radio and Internet adverts through print media and billboards. Public relations are where the
communication is not directly paid for and includes press releases, sponsorship deals, exhibitions,
conferences, seminars or trade fairs and events. Word of mouth is any apparently informal
communication about the product by ordinary individuals, satisfied customers or people specifically
engaged to create word of mouth momentum. Sales staff often plays an important role in word of mouth
and Public Relations.

Any organization, before introducing its products or services into the market; conducts a market
survey. The sequence of all 'P's as above is very much important in every stage of product life cycle
Introduction, Growth, Maturity and Decline.
More recently, three more Ps have been added to the marketing mix namely People, Process and of
activities by which services are used. Also the 'Procedure' how the product will reach the end user.

 Physical Evidence: The marketing strategy should include effectively communicating their satisfaction to
potential customers.

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 Many brands and companies are constantly reinvigorating their businesses and positioning them for growth.
There is a constant need to innovate, reinvigorate, update, recalibrate, or just simply fend off the
competition in an effort to better explain "why buy me."

The actual approach of a company or brand's positioning in the marketplace depends on how it
communicates the benefits and product attributes to consumers and users. As a result, the brand
positioning of a company and/or product seeks to further distance itself from competitors based on a host
of items, but most notably on five key issues: Price, Quality, Product Attributes, Distribution, and Usage
Occasions.
Consumer can be said to be the study of how individual make decision on how to spend their available
resources (time, money, effort) on various consumption related items. This simple definition of consumer
behavior tells the markets to resolve every activity around the ultimate consumers & gauge their behavior
by specially focusingon:

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 ⚫ Who buy products?

⚫ How do they buy products?

⚫ Where do they buy them?

⚫ How often they buy them?

⚫ Why do they buy them?

These questions will help in understanding better what factors influences the decision making process
of the consumer. The decision making process identifies the number of people who are involve in this
process & describes a role to them like users, influences & buyers.

It is believed that consumers make purchase decision on the basis of receipt of a

small number of selectivity chosen pieces of information. Thus it will be very
important to understand what & how much they buy them and to evaluate the
goods & services offered to them.

PRODUCT PROFILE

The main product of milk that is processed in numbers of different categories based on their fat
division is

SL.NO Products Qty, of Fat Quantity Price(Rupees)

&SNF
1 Toned Milk 3.5% & 8.5% 500ML-1Ltr 09.50
2 Standardized 4.5% & 8.5% 500ML- 1Ltr 11.50
Milk
 Nandini Toned Milk:

It is a pure milk and most selling milk in Karnataka. It contains 3.0% Fat and
8.5% SNF. It is available in 500ml and 1000ml packs.

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 Nandini Toned Milk:

Karnataka’s most favorite milk: Nandini Toned

Fresh and Pure milk containing 3.0% Fat and
8.5% SNF. It is available in 500ml and 1000ml
packs.

Nandini Homogenized Standard milk (Shubham):

This pure milk contains 6.0% fat and 9.0% SNF. It is available in 500ml and
1000ml packs. This milk is rich creamier and tastier. It is ideal for preparing
home- made sweets and savouries.

Nandini Homogenized Standardmilk

(Shubham):

This pure milk contains 6.0% fat and

9.0% SNF. It is available in 500ml and
1000ml packs. This milk is rich
creamier and tastier. It is ideal for
preparing home-made sweets and
savouries.

Nandini Homogenized Standard milk

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 It is thick and delicious. It is available in 200 grams, 500 grams and 1000
gramssachet. The price list of curds. At the end of April 30, 2010.

Curds:

Sl. No Particulars Packing Quantity Price in

Rupees
1 Nandini Curd Sachet 06-00
2 Nandini Curd Sachet 12-00

It is thick and delicious. It is available in

200 grams, 500 grams and 1000 grams
sachet. The price list of curds

Butter milk:

Butter milk is a refreshing health drink. It is made from quality curds and is
blended with fresh green chilies, green coriander leaves, asafetida and fresh
ginger. Buttermilkis packed in 250ml packet.

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18
 2.DESIGN OF THE STUDY

Research study design is a framework, or the set of methods and procedures used to
collect and analyse data on variables specified in a particular research problem.

Research study designs are of many types, each with its advantages and limitations. The
type of study design used to answer a particular research question is determined by the
nature of question, the goal of research, and the availability of resources. Since the design
of a study can affect the validity of its results, it is important to understand the different
types of study designs and their strengths and limitations.

Type of research:
Descriptive Research is adopted for the study.

Type of Data
Both Primary and Secondary data are used for the purpose of research.

Data collection method

Primary data:
Primary data was collected with the assistance of 200 respondents with the structured questionnaire in google
forms through online mode.

Secondary data:
Secondary data were collected from various websites, books, previous year reports, magazine,
brochures.

Sampling method employed:

Population- Dharwad-Hubli people. Sample size:

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200 respondents.
Data collection method: Online survey.
Sampling method; Non-probabilistic convenience sampling
Research Instrument: Structured questionnaire framed with the help of google from. Data
analysis: By using SPSS graphs.

Objectives of the study:

 To understand Consumer perception on various parameters of Nandini Milk.
 To understand the overall satisfaction with respect to Nandini Milk.
 To Study problems faced by consumers during COVID-19 Lockdown regard availability and
service of Nandini Milk.

Limitations of the study:

 Study which we carried on secondary data base because of COVID-19 is one kind of limitation.
 As we know the study carried in DHARWAD-HUBBALLI region, so one kind of region limitation.
 Replies from respondents assumes true and fair.
 Next limitation is assuming that respondents are unbiased while answering the questions which are sent.
 Next is to assuming that they are cleared about questions.
 Assumption next is to they answered with full interest.
 As per survey the questions are not in detail form to understand by respondents.
 Sometime the respondents are not co-operative for given questions.
 Sometime respondents ignore the survey question

SWOT ANALYSIS

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STRENGTHS
Huge Demand: There is a huge demand for Nandini milk and milk products in the market. Milk is very much
needed for the children and the people to get good calories, vitamin and nutritional. There is increased
population in India; hence there is increased demand for milk products.

Availability of Milk: Union can easily get required milk with less cost from the rural area according to the need.
Most of the need.
Brand Nandini: Nandini milk, Nandini ghee, and Nandini curd etc, Nandini products are well branded in the
market because of the quality.

Man Power: There is well experienced, professionally trained employees are working in the company with
minimum experience of 15 years. It helps organization to maintain the quality of the product.

Location: Nandini milk is located in Bangalore dairy near Christ College where people can easily found the
company. It reduces the cost of transportation and leads to publicity of company name.

Good quality control, on time delivery, skilled employee, Standardized products, Adaptability to change
technology.

WEAKNESS

Transportation: Bad condition of roads and inadequate transportation facilities makes milk procurement
problematic . No Cattle Form, Limited Advertisement, No Credit business

OPPORTUNITIES

Export: There is demand for Nandini Products in other states viz Kerala, Goa. So it can export its product to
those states along with Tamil Nadu and Andra Pradesh Employment: It provides more employment opportunity
to the people. Currently there are more than 500 employees are working in the organization.

Young, enthusiastic employees put their best efforts, which results in the growth of organization. The brand,
image of the firm helps it to entre new areas quickly.

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THREATS:

Market uncertainty: There is a price fluctuation in the market, it may leads to decrease the demand and there
by reduction in profit.
Competition: Competitors are coming up with similar product, this is the main threat posed by the external
environment. Many private firms have entered into Manufacturing of dairy products; there is atough competition
for Nandini like Arokya, Swasthik, Hertiage and others

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 EVOLUTION
Karnataka Milk Federation which is most popular as KMF evolved itself as a premier and
most profitable dairy farmers' organization in the State of Karnataka.

As an agency in 1975 to implement the World Bank Aided Dairy Development Projects,
Karnataka Dairy Development Corporation (KDDC) was formed, the company grew itself fast
and as it spreads the wings of new found rural economic activity - Dairying all over the State, the
genesis of apex cooperative body took the shape of KMF in 1983 encompassing entire State with
13 District Co-operative Milk Unions executing the various parameters of Dairy activity -
organization of Dairy Co- operatives, Milk Routes, Veterinary Services, Procurement of milk in
two shifts of the day, Chilling, Processing of milk, distribution of milk and also establishment of
Cattle Feed Plants, Nandini Sperm Station, Liquid Nitrogen Supply, Training Centers - as it The
entire system was reconstructed on the model of now well known `ANAND' pattern dairy
cooperative societies. Eight southern districts of Karnataka was considered initially with a target
of organizing 1800 Dairy Co-operative Societies, four Milk Unions and processing facilities
were set up to the tune of 6.5 lakhs per dayby 1984.
Under Operation Flood - II &III, project which started in 1984 & 1987 covered the remaining parts of
Karnataka. Thirteen milk unions are organized in 175 talukas of all 20 districts then and the field
work was extended by organizing more dairy cooperative societies. The processing facilities i.e.
chilling centers, milk dairies and powder plants were transferred in phases to the administrative control
of respective cooperative milk unions and the activities continued to be implemented by these
District Organizations. Additional processing facilities were created & existing facilities augmented
every decade with the help of Govt. / Zilla Panchayat and NDDB to handle ever increasing milk
procurement without declaring milk holidays. The processing facility as exists at 32.25 lakh liters/day
is further strengthened.

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 VISION
1. To march forward with a missionary zeal which will make KMF a trailblazer of exemplary
performance and achievements beckoning other Milk Federations in the country in pursuit of
total emulation of its good deeds?
2. To ensure prosperity of the rural Milk producers who are ultimate owners of the Federation.
3. To promote producer oriented viable cooperative society to impart an impetus to the rural
income, dairy productivity and rural employment.
4. To a bridge the gap between price of milk procurement and sale price.
5. To develop business acumen in marketing and trading disciplines so as to serve consumers with
quality milk, give a fillip to the income of milk producers.
6. To compete with MNCs and Private Dairies with better quality of milk and milk products and
in the process sustain invincibility of cooperatives

MISSION
Heralding economic, social and cultural prosperity in the lives of our milk producer by
promoting vibrant, self-sustaining and holistic cooperative dairy development in Karnataka
State

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 FUNCTIONAL AREA

Procurement Department

The procurement and input department is concerned with collection of milk from various DCS

 To follow up daily procure schedule as per the plan

 To collect quality of milk by checking fat content.

 To maintain good relationship with DCS

 To send procured milk to production unit.

MILK PROCUREMENT PROCEDURE

The production department is responsible for procurement of raw milk. It consists of
two wings called purchase and stores. Purchase wing is processing of raw milk and stores wing is receiving
and issuing the same to the user department. Indent is raised by the user department and is registered at
stores after verifying the availability of
Stock at stores.
the user department and the indent is cancelled. On receipt of indent the purchase wing lends enquires
to various suppliers who normally supply the milk and milk products. Then these suppliers submit their offers.
After receiving the offers, a comparative statement is made and forwarded to the general manager for
recommendations. The General Manager chooses a most suitable offer for placement of purchase order. On
receipt of purchase order, the supplier lends the milk and milk products along with the bills. The products are
received at receipt section of the stores and are verified against the specification laid in purchase order. Then
products/goods inspection note is prepared and forwarded to the GM department for inspection of the milk &
milk products supplied. Then the GM inspects the material with quality experts at stores and accepts the same
on reject depends upon the quality of products. If the material is accepted, produce/goods receipt note is prepared
and forwarded to account section and the material is stored in specified location. If the product/goods rejected

25
then product/goods receipt note as well as reject note prepared and forwarded to accounts section for making
payment to give information to the supplier about the rejection whenever GRN is prepared the stock of the
particular items gets update in computer. The rejected producers/goods are returned to the suppliers. Whenever
the union required milk and milk products or any materials they approach stores along with issue voucher
against which product/goods issued and consumed. Periodic stock verification

PRODUCT PRODUCTION PROCESS

Raw

Raw chilled Milk for CCS Returned Milk

Raw Chilled
Milk

Pasteurization Pasteurized

whol
Milk
e

Separation Skim Milk Toned Milk

Homogenization

Cream

Standardized Homogenized
Milk

Packing

26
 Ghee

Packing Cold
Storage

27
 PROCESSING OF MILK:

Procuring & Can Washer Machine the cans from the trucks are introduced to procuring & can washer
machine, during this process the machine automatically opens the lid of the milk can and milk is collected in
a chilling tank.

Raw milk is pre chilled at 6-8% to arrest the growth of microorganisms. The milk cans are automatically
washed and placed outside. Again the trucks are weighed to get the exact value of the raw milk obtained.
Pasteurizing Unit The chilled & tested milk is been further sent for processing. Generally, milk is boiled &
cooled in the houses to preserve it from spoiling, this method is known as Pasteurization.

The same is introduced in AMUL; there are two pasteurizer, which work for 24 hours and 365 days. The raw milk
brought in, is heated up to 72.5 degree Celsius, for 15 minutes and immediately it is cooled to 4 degree Celsius.
This method will kill the sterilized by boiling up to 140 degree Celsius other essentials like proteins, fats,
vitamins, carbohydrates etc are remained. That makes it a complete food. In pasteurization, the raw milk is brought
in through pipes, milk is heated through steam and it is cooled using ammonia as a cooling agent. The fat in the
pasteurized milk is 4.1%; it is separated in a machine called Cream Separator. The division of fat is done for the
preparation of varieties of milk based on fat content.

PACKAGING & STORING:

Packaging Machine

The processed milk and the byproducts manufactured are hygienically packed. Milk of different varieties and

quantities based on the fat content is pre set in the auto- packaging machine. The pouch used for packaging is

manufactured by KMF at Pouch Film Plant at Munnekolalu, Marathhalli in Bangalore. The pouches used are

poly based and are re-cycle able. It prevents milk from spoiling. The packaged milk is bacteria free and is ready

to use. The packed milk and its by-products are stored in 8 degree Celsius in refrigerating room using ammonia

28
compressor. The unpacked extra milk is condensed to SNF (Solid Not Fat) that is SKIMMED MILK. The

balance milk is sent to Dairies in Bangalore, Mangalore and Thrivendrum

29
AREA OF OPERATION:

Companies are always looking to carry business, where the required resources are easily
available. Area of operation plays a vital role while fixing price, there by development of the
company. Because if the area has suitable environment, raw materials, skilled labors for less
wages, then it will reduces the cost of production. Bangalore milk union carries out business at
regional level that includes 3 districts viz Hassan, Chikmagalore, and Coorg. Bangalore districts
cover eight taluks namely Channarayapatna, Hassan, Arasikere, Sakaleshpur, Belur, Alur,
Arakalagudu, and Holenarasipur. It collects the milk from various villages of these eight taluks.
Chikmagalore district covers Chikmagalore, Kuduremuka and Tarekere. Kodagu districts cover
Somavarpete, Virajpete and Madikeri. In Kudige dairy totally 5000 procurement routes with
average procurement 2, 68,417 kgs/ day at present. The total local sales are 90,000LPD, and about
2, 50,000 LPD to other states. Veterinary Facility Covered 638 societies under veterinary route,
6 mobile veterinary routes treating an average of 4,500 cases per month. There are 5 emergency
routes in operation and treating around 400 to 450 cases per months. There are 340 first aid
centres are also working. Union is providing SAF kit to the animals for the prevention. De-
warming. Foot and mouth vaccination is also providing for controlling foot and mouth diseases.

Milk Procurement Activities The present average milk procurement from 1009 milk societies is
around 4, 39, 921 kgs/day. During the month of June the average procurement /DCS/day is 435
kgs and the average transportation cost per kg of milk procurement is 30 paisa. The average fat is
4.06% and average SNF is8.50%. Input Activities:

Membership Enrolment as on 30th June 2009 1, 61,385 members have been enrolled of which
67,102 is small farmer, 44,264 are marginal farmers, 20,384 are agriculture laborers, and 28,294
are other big farmers. Out of the total 10,587 belongs to SC members, 3,984 belongs to ST
members. 48,302 members belong to women members.

Organization of Dairy Co-Operative Societies As at the end of June 2009, 1085 societies has
been registered of which 1009 are functional. Out of functional societies 268 are women societies,
124 step women societies are functioning which results in enhancing the socioeconomic
development of women.

Step programme: - Under this, women members have been enlightened with education,
nutrition, legal matters. SHG (self -help group) the main purpose of step programme is to provide
better socio-economic status to the women members.

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Group insurance: - With the co-ordination of the general insurance companyby paying premium
to the insurance company. The DCS providing insurance coverage.

TOTAL QUALITY MANAGEMENT (TQM); - The union has encouraged clean milk
production programme at village level. The union has obtained ISO 9001:2000 certifications. There
are 13 bulk milk coolers and 43 automatic milk collection centres which are functioning in the milk
societies. Union activities have been computerized partially and during 2008-2009, it is spending
around 64-70 lakhs towards computerization.
Yashaswini health programme:- Under this scheme, those who have become members of this
scheme well get medical benefits like operation charges.

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 3.ANALYSIS AND INTERPRETATION

Data analysis and interpretation:

1. From how long you are consuming Nandini milk?

Cumulative
Frequency Percent Valid Percent Percent
Valid From past 6 months 26 13.0 13.0 13.0
From past 1 year 26 13.0 13.0 26.0
From past 2 year 21 10.5 10.5 36.5

127 63.5 63.5 100.0

From more than 2 year
Total 200 100.0 100.0

Interpretation: From the above table that shows 63.5% of the respondents are consuming Nandini milk
from more than 2 years and 13% of them are consuming Nandini milk from 6 months and 13% of them
also consuming Nandini from 1 year and 10.5% of the respondents are consuming from 2 years

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 2. During, Present covid-19 lockdown
KMF handled availability of milk at all
places/ location
Cumulative
Frequency Percent Valid Percent Percent

Valid Strongly Agree 58 29.0 29.0 29.0

Agree 110 55.0 55.0 84.0

Neutral 26 13.0 13.0 97.0

Disagree 4 2.0 2.0 99.0

Strongly Disagree 2 1.0 1.0 100.0

Total 200 100.0 100.0

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Interpretation:
From the above table and graph that shows 55% of the respondents are agree that KMF handled
Availability of milk at all places during lockdown and 29% are Strongly agree and 13% are Neutral
and 2% are Disagree and 1% are Strongly disagree
3.KMF Nandini milk maintained, its quality and taste and service
consistently
Cumulative
Frequenc Percent Valid Percent
y Percent
Valid Strongly Agree 53 26.5 26.5 26.5
Agree 116 58.0 58.0 84.5
Neutral 27 13.5 13.5 98.0
Disagree 3 1.5 1.5 99.5
Strongly 1 .5 .5 100.0
Disagree
Total 200 100.0 100.0

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35
Interpretation:
From the above table and graph shows that 58% of the respondents are Agree that KMF Nandini
maintained its quality, taste and service consistently and 26.5% of the respondents are strongly
agree and 13.5% are Neutral and 1.5% are disagree and 0.5% are strongly disagree.

4.During, Present Covid-19 KMF Nandini

milk took all safety measures in milk
packaging and distribution service
Cumulative
Frequenc Percent Valid Percent
y Percent
Valid Strongly Agree 46 23.0 23.0 23.0
Agree 96 48.0 48.0 71.0
Neutral 52 26.0 26.0 97.0
Disagree 2 1.0 1.0 98.0
Strongly 4 2.0 2.0 100.0
Disagree
Total 200 100.0 100.0

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Interpretation:
From the above table and graph that shows 48% of the respondents are agree that KMF Nandini
milk took all safety measures with packaging and distribution present covid-19 and 26% are neutral
and 23% are strongly disagree and 1% are disagree and 2% are strongly disagree.

5.Overall Satisfaction towards Nandini milk.

Cumulative
Frequenc Percent Valid Percent
y Percent
Valid Highly 51 25.5 25.5 25.5
Satisfied
Satisfied 117 58.5 58.5 84.0
Neutral 29 14.5 14.5 98.5
Dissatisfied 3 1.5 1.5 100.0
Total 200 100.0 100.0

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 6. Occupational status of respondents

Housewife
24%
Profession
al

18%
Student
39%

Business
man
16%

Interpretation:

From the above table and graph that shows 58.5% of the respondents are satisfied with overall
satisfaction with Nandini milk brand and 25.5% of the respondents are highly satisfied and 14.5% of the
respondents are Neutral and 1.5% are dissatisfied with this.

Major Findings of the Study

 It was found that More than 2 years Nandini milk is consuming by Most of the consumers it is good sign to
industry and 63.5% of the respondents are consuming Nandini milk so with this we got more loyal
consumers and 13% are consuming from 6 months and 13% are consuming from 1 year and 10.5% are
consuming from 2 year.

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 The next main finding is about Availability of Nandini Milk in this covid-19 Lockdown and its very important
and critical situation to KMF Nandini and to make it available to every consumers it’s very important by this
55.0% of the respondents are agree so it show Nandini made available its milk easy to its consumers and
29.0% of the respondents are strongly agree and 13% are neutral about this and lastly 2% are disagree and
1% are highly disagree.

 Here the another most important to Nandini milk is about its milk quality and milk taste and it’s service to the
consumers consistently and by this three main aspects 58.0% of the respondents are Agreed and 26.5% of the
respondents are strongly agree and 13.5% are Neutral about this and 1.5% are Disagree and 0.5% are strongly
disagree with this.

 It’s another challenge and important task to KMF Nandini milk during lockdown and present covid-19
situation regard taking all safety measure so that milk should not be affected any impurity and not to have any
small mistake with this and packing and distribution of milk here we got that 48.0% of the respondents are
agree that KMF Nandini milk took all safety measures and 26% are neutral and 23.0% are Strongly agree and
1% are disagree and lastly 2.0% are strongly disagree.
 The main finding it’s about satisfaction as we know each and every product should get satisfaction by its users
or consumers here we got to know the overall satisfaction level towards Nandini Milk that 58.5% of the
respondents are Satisfied with the Nandini Milk and it’s good thing by getting more satisfied in number and
25.5% of the respondents are Highly satisfied and 14.5% are Neutral about the satisfaction level and 1.5% of
the respondents are dissatisfied .So satisfaction level always help the company to have some good changes
for future result and also to have more loyal consumers.

39
 Here the another most important to Nandini milk is about its milk quality and milk taste and
it’s service to the consumers consistently and by this three main aspects 58.0% of the
respondents are Agreed and 26.5% of the respondents are strongly agree and 13.5% are
Neutral about this and 1.5% are Disagree and 0.5% are strongly disagree with this.
 It’s another challenge and important task to KMF Nandini milk during lockdown and present
covid-19 situation regard taking all safety measure so that milk should not be affected any
impurity and not to have any small mistake with this and packing and distribution of milk here
we got that 48.0% of the respondents are agree that KMF Nandini milk took all safety
measures and 26% are neutral and 23.0% are Strongly agree and 1% are disagree and lastly
2.0% are strongly disagree.
 The main finding it’s about satisfaction as we know each and every product should get
satisfaction by its users or consumers here we got to know the overall satisfaction level
towards Nandini Milk that 58.5% of the respondents are Satisfied with the Nandini Milk and
it’s good thing by getting more satisfied in number and 25.5% of the respondents are Highly
satisfied and 14.5% are Neutral about the satisfaction level and 1.5% of the respondents are
dissatisfied .So satisfaction level always help the company to have some good changes for
future result and also to have more loyal consumers.

Suggestions of the Present Study

 Now during, present COVID-19 big challenge to KMF is to make sales to increase as earlier
so they can do it by selling bulk milk to Hotels and Hospitals and also to the hostel. This is
one kind of strategy which will help KMF to get sales.
 KMF should develop personal selling now to handle this COVID-19 situation and to reach
every consumer easily and provide service.
 KMF should Reward the Retailers and Distributors because of them during present
COVID-19, the Nandini Milk is reaching to end Consumers and at all location/places so
this will increase consumer relationship.

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 Present COVID-19 KMF facing less demand and availability of milk is more and sale is less and around 16
lakh litres of additional milk so they can make into milk powder and also develop to produce milk products
like Pedha, Ice-creams So this help to reduce wastage of additional milk and perform aggressive marketing.
 KMF should make Advertisement and Publicity to create awareness and provide information with regard to
more safety measures adopted by them.
 Strategy to develop milk products to new segment which will bring new revenue to the KMF industry.
 KMF should increase its MILK PARLOUR this helps to provide their products easily at every place.

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 CONCLUSION

KMF Nandini Milk is having lot loyal consumers and along with this it’s facing lot of challenges
and lot of competition in the market and it should maintain good service so that consumer should
not get thought to go for other brand and totally on the base of Factors, service, taste, quality, price,
distribution and availability and packing all this should be maintained strongly so that it will be
good for company to get more number of consumers. Nandini Brand is well known brand each
and every one knows so it’s responsibility and duty to the industry to keep the reputation same in
the market and make policies and new changes as per changing market condition and meet every
consumer’s expectation. With ever increasing competition in dairy industry it become imperative
to understand the preferences and perceptions of customers. Based on the findings, it may be
inferred that Nandini dairy has worked well to make people aware about its products in the study
area and it is very well proven through the findings. Dairy industry is expected to grow in the
coming years as it is growing currently. With the increase in population demand and consumption
of milk is also growing. It is clear that there are going to be new emerging markets concentrating
on production of milk with long shelf life. With the increasing demand for the dairy products the
organization need to upgrade their technology timely so as to meet the demand with proper supply.
Nandini is one of the oldest and famous dairy brands. It has loyal member farmer who supply the
milk each day. The organization not just strives for the benefit of its members but it also provides
various services to keep the cattle of the member farmers healthy. It also provides quality cattle
food to its member farmers.

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 BIBLIOGRAPHY

WEBSITES REFERED:
www.KMFNANDINI.COOP
https://en.m.wikipedia.org
http://www.dmu.com
https://www.slideshare.net

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