SRIKRISHNA MILK (P) LTD Contents Titles Chapter 1 II Executive Summary Introduction Literature Review Statement of the Problem

roblem Purpose of the Study Scope of the study

Sl. No. I

Page No.

Objectives of the Study Chapter 2 Organization Profile SRIKRISHNA MILK (P)LTD

Organization Chart Sampling Research Design Data Collection Method Measuring tools

III

Chapter 3 Results & discussion with Charts & graphs Findings

IV

Suggestions Chapter 4 Appendix Questionnaire

Bibliography Weekly Reports

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SRIKRISHNA MILK (P) LTD

CONTENTS
Executive Summary Introduction Literature review Purpose of the study Scope of the study Objectives

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SRIKRISHNA MILK (P) LTD

EXECUTIVE SUMMARY
Sri Krishna Milk (p) ltd is known for the excellence of its quality and the Different type of milk products. Not only in North kanara all Karnataka and Goa also. The project was undertaken in SRI KRISHNA MILK (P) LTD Kirwatti, The study was made to know Consumer buying behavior and its impact on sales of Krishna Milk at Haliyal. As in depth study was made to understand the organization as a whole. The study contains the profile of the company, organization chart, function of Departments etc. The information was collected through company guide & other related materials like Questioners, website, company magazines etc. The main objective of study was to analyses from few years there has been low volume of sales and the consumers are adopting different brands rather than Sri Krishna. Method of collecting primary data was through personnel interview (structured questionnaire) and secondary data has been collected through internet, observation, company manual, etc. For the purpose of the study Consumer buying behavior and its impact on sales of Krishna Milk at Haliyal analyzed that included all the requirements what the Sri Krishna Milk (p) ltd needed.. Depending on this suggestions mad & given ideas to improve its Sales and improve its market share of Sri Krishna Milk at Haliyal.

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INTRODUCTION:

A project report containing the marketing research on A study on Consumer buying behavior and its impact on sales of Sri Krishna at Haliyal is partial fulfillment of requirement of MBA It was an opportunity to learn the practical aspects of industries. I choose this topic concerned to their (Industry) requirement as SRI KRISHNA MILK (P) LTD is dealing with Sri Krishna Milk and its Products, from few years there has been low volume of sales and the consumers are adopting different brands rather than Sri Krishna So the need to know, the Buying Behavior about Sri Krishna Milk was needed. I collected the information by a structured questionnaire that included all the requirements what the SRI KRISHNA MILK (P) LTD needed.

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SRIKRISHNA MILK (P) LTD Literature Review:

Consumer Behavior
The decision process and physical activity individuals engage in when evaluating, acquiring, using, or disposing of goods and service. OR The mental, emotional, and physical activities that people engage in when selecting, purchasing, using, and disposing of products and services so as to satisfy needs and desires 1) Decision Making as Problem Solving

a) To make purchases, consumers go through a buying decision process that can be thought of as solving a problem. b) This process has six stages: (1) Need recognition (2) Choice of an involvement level (3) Identification of alternatives (4) Evaluation of alternatives (5) Decisions (6) Post-purchase behavior c) There a number of factors that may affect this model of decision making. i) The buyer can withdraw at any stage prior to the actual purchase. ii) Some stages in this model may be skipped, depending upon the buying situation. iii) The stages are not all of the same length. For example, a need may be recognized in an instant but the identification of alternatives to satisfy the need may take hours, days, or weeks.

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iv) Not all stages will be performed consciously for all purchases. d) Recognition of an unsatisfied need, or need recognition, creates tension or discomfort for the consumer. i) This need may arise internally, such as feeling hungry or thirsty, or ii) It may arise because of external stimulation through such things as: (1) An ad for a product, (2) The sight of the product itself iii) Needs may also be stimulated through dissatisfaction with a product the consumer is currently using. iv) Recognition of a need will often cause conflict for the consumer. (1) The consumer has to decide how to allocate his/her resources of time and money between competing needs. (2) If this conflict is not resolved, the buying process stops.

e) The choice of an involvement level is when the consumer decides how much effort to exert in satisfying a need. The more effort exerted, the higher the involvement. i) Involvement tends to be greater under any of the following conditions: (1) The consumer lacks information about the purchase (2) The product is viewed as important (3) The risk of making a bad decision is perceived as high (4) The product has considerable social importance (5) The product is seen as having a potential for providing significant benefits.

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ii) Most buying decisions for relatively low-priced products with close substitutes are low involvement. This would include most products sold in supermarkets, and variety stores. iii) It is important to remember that involvement is consumer related and not product related. This means that a low involvement product for one person may be a high involvement product for another person. (1) The purchase of stereo may be a high involvement purchase for consumer who is concerned about the cost, but (2) Be a low involvement purchase for a wealthy consumer who is buying for a family room. iv) Impulse buying is an important form of low-involvement decision making. (1) These are purchase decisions that are made with little or no advance planning. (2) Shoppers have been conditioned to do more impulse buying through self-service, open display retailing. (3) Because of this greater emphasis must be placed on getting shoppers in the store and making packages and displays more appealing. f) Identification of alternatives includes both product and brand alternatives. This may be simple as a memory scan or an extensive search. i) The consumer must first identify which of the major product categories might satisfy the experienced need. For example, a need for transportation may be satisfied by automobiles, motorcycle, motor scooters, or bicycle.

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SRIKRISHNA MILK (P) LTD ii) Then the consumer must choose which brands from the selected category to consider. Using the previous example, the consumer chose motorcycle and not must consider Honda, Yamaha, Kawasaki, and Harley-Davidson. iii) The search for alternatives will be influenced by: (1) How much information the consumer already has from past experience and other sources (2) The consumers confidence in that information (3) What the time and money costs would be to collect more information. g) Evaluation of alternatives involves establishing criteria with which to evaluate each alternative before making a decision. (1) This may be a single criterion or several criteria. If there are several criteria, they normally do not carry equal weight. (2) The criteria that consumers use come from (a) Past experience and feelings toward various brands (b) Opinions of family members and friends. h) The purchase decisions are a series of related decisions the consumer must make if they decide to make a purchase. i) These decisions may take a long time and include such things as: (1) Special features of the product (2) Where and when to make the actual purchase (3) How to take possession (4) Method of payment. ii) One of the most important of these decisions is which store to purchase the product from. The reason a person shops at a certain store are called patronage buying motives and include:

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SRIKRISHNA MILK (P) LTD (1) Feeling comfortable in the store (2) Having people like themselves shopping in the store (3) An environment that reflects their values iii) Successful retailers evaluate their target customers carefully and design their stores accordingly. iv) It is important to understand customer satisfaction because that is what the marketing concept is built on. (1) Customer satisfaction is based upon a comparison between the consumers expectations before using a product and his actual experience with the product. (2) A consumer is satisfied when the product experience equals or exceeds expectations. (3) A consumer is dissatisfied when the experience falls short of expectations. (4) Marketers can influence consumers expectations through advertising claims and sales presentations. (5) Marketers can influence the consumers experience through the quality of the product. i) Post-Purchase Behavior can influence repeat sales and what the buyers tell other about the product. (1) In all but the most routine purchases, consumers may experience anxieties that are explained by the theory of cognitive dissonance. Cognitive Dissonance is any time there is inconsistency in a persons cognitions such as knowledge, attitudes, Beliefs, and values.

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SRIKRISHNA MILK (P) LTD (2) Post purchase dissonance occurs because each of the alternatives considered by the consumer has both advantages and disadvantages. So even the selected product has some drawbacks while rejected alternatives have some advantages. (3) Dissonance typically increases as: (i) The dollar value of the purchase increases (ii) The degree of similarity between items selected and items rejected increases (iii)The relative importance of the decision increases.

(4) To help reduce post purchase dissonance consumers: (i) Avoid information that is likely to increase dissonance (ii) Seek out information that reinforces the selected product; and (iii)Spend more time in pre-decision evaluations. (5) Marketers can help reduce dissonance through: (i) Reassuring buyers through their advertising and personal selling (ii) Giving quality post-sale service.

A GENERAL SET OF QUESTIONS FOR UNDERSTANDING BUYER BEHAVIOR MIGHT INCLUDE: 1. Who initiates the buying process?

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2. What event or factor stimulates a need to purchase? 3. What are the constraints associated with the decision? 4. Is this a one time or repetitive purchase situation? 5. What criteria are used to evaluate alternative products? 6. How are these criteria set? Which criteria are most important and how will they change over time? 7. Whose opinions influence the evaluation of alternative purchases? 8. Who makes the final buying decision, and does any one individual have effective veto power? 9. Who implements the actual purchase transaction? 10. Who uses the product once the purchase has been made?

Action Steps for Behavior Change This is a circular process. Working through steps 2, 3 and 4 may lead to redefining the objective in step 1.

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SRIKRISHNA MILK (P) LTD 1. Define your objective. What is your desired end result? You may begin by thinking broadly, but narrow your objective so its achievable and, if possible, measurable. How will you know when youve achieved your desired result? 2. Select your audience. Brainstorm the possible audiences you could work with and choose one. Pick the one most likely to get your desired result. 3. Learn about your audience. What do they need? What do they want? What do they know? What are their perceptions? Who do they respect? Who do they interact with (business and social networks)? Define the specific change you want the audience to make to achieve your overall result. 4. Find out about your audiences barriers to making the change. Go ask your audience. Possible barriers include: External: it costs too much, technology isnt available, laws are conflicting, etc. Personal: they dont recognize the problem, dont know what to do, dont consider it a priority, etc. 5. Develop strategies to reach your audience, using the behavior change principles (e.g., commitment, feedback, credibility, role models). Are there community or political leaders, associations, retailers, innovators, or other specific target groups that could help you reach your desired end result? 6. Develop a method to measure the effectiveness of your strategies. Refer back to your objective in step 1.

Summary: Key Behavior Change Principles

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SRIKRISHNA MILK (P) LTD Just providing information has a limited effect on behavior. There is no clear causal relationship between providing information and changing behavior.

a. Learn about your customer or audience. What do they know? Care about? Think about? Who influences them?

b. Address the barriers to changing behavior. Barriers may be external (it costs too much, technology isnt available, laws are conflicting) or personal (the person doesnt recognize the problem, doesnt know what to do, doesnt consider it a priority, thinks its too hard).

1. Getting involved is the first step to making a commitment, and making a commitment makes people more likely to act. Small commitments lead to big ones. Start by getting the shop owner involved in a visit. Then ask them to sign a form stating changes they will make.

2. Feedback and follow-up are important. Feedback gives people cues about the impacts of their behavior changes. Additional contact is also very important in motivating people to stick with a task.

3. People will listen first to their friends or relatives, or others they see as credible. What they hear at a dinner party will have more weight than a comprehensive data summary.

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SRIKRISHNA MILK (P) LTD 4. Change agents and role models are important. A few people in a group will typically adopt innovative ideas and behaviors first, and spread them through the group. Find these people and help them successfully adopt a new behavior.

5. Changing attitudes may not change behavior. There is no strong, direct or consistent relationship between attitudes and subsequent action. 6. Incentives may help change short-term, but probably not long-term, behavior. People may respond to incentives by changing their behavior, but when the reward is removed, they generally revert to their original behavior.

7. If you need to provide information, present it effectively. People are more likely to pay attention to information that is:

Vivid: Use language that conjures up a vivid and memorable image, or provide a demonstration that will stick in someones mind.

Personal: Make statistical data personally relevant. Talk about personal consequences or refer to a group with which the person identifies.

Specific and concrete: Tell them how to do the behavior you want them to do.

Stated in terms of loss rather than gain: Focus on showing people or businesses how much they are losing every month or year by not doing a specific behavior.

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Told as a story: Use success stories as a motivating example.

Emotional: People tend to be persuaded more by emotional messages than logical ones. Statement of the Problem:

Milk is an essential Commodity and we cant choose any market segment because all people are our target customers. Now a day there is a neck to neck competition between different brands of milk producers. Each brand his its own significance and is available with some difference in Price, Quality and FAT content compared to competing brand.

Management Problem: As there is a high demand for pasteurized milk now a days, but to the Company is facing with the problem of decrease in sales of SRIKRISHNA MILK in the Haliyal city.

Research Problem: The study was made to understand the factors which have led consumer to buy the SRIKRISHNA MILK and the factors which have made consumer to adopt different brands rather than SRIKRISHNA MILK Purpose of the Study

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SRIKRISHNA MILK (P) LTD The purpose of the study is to get practical knowledge and to get experience and also to know the various challenges that are faced in the corporate world. The main intention of choosing this topic is to study/to know1 2 3 Customers buying factors and their expectations towards Sri Krishna Milk. To know the reasons for decrease in sales. This project helps to improve the market share in the Haliyal city.

Scope of the Study: The study was confined to the part of Haliyal city covering various Areas like:-1 Tilak road 2. Jawhar road3. V.R.Deshpane road 4. Bus stand road 5. Indira Nagar 6.Sadashiv Nagar 7.Fort road 8. Belgaum road 9.Dharwad road 10. Collage road. Are based on the Market survey through Questionnaires . The total number of Samples being 100 Customers and 30 Agents .

Objectives of the Study: Research Objectives:

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1. To determine the Awareness level of SRIKRISHNA MILK 2. To study the Customer response and expectations towards SRI KRISHNA MILK 3. To Know the Reasons for decrease in the Market Share of SRI KRISHNA MILK 4. To study the factors influencing consumer to buy for a Particular brand 5. To know the Retailers response and expectations towards SRI KRISHNA MILK

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CONTENTS Organization profile Organization chart Sampling Research Design Data collection methods Measuring tools

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SRIKRISHNA MILK (P) LTD

SRIKRISHNA MILK (P) LTD., Kirwatti,

COMPANY OVERVIEW

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Name of the Company Address of the Company

: SRIKRISHNA MILK (P) LTD. : SRIKRISHNA MILK (P) LTD. Sri Krishna Giri, National Highway No.63 Kirwatti.(N.K)

Year of Establishment Type of Unit Max Operating Capacity Main Raw Material GUIDELINES FOR THE UNION. 1. Honesty 2. Discipline 3. Quality at all stage

1st of August 1989.

: Small Scale Unit. : 45000 to 50000 Liters / day : Milk

4. Mutual co-operation and Respect 5. Transparency 6. Hard work and sincerity Objectives of Sri Krishna milk (p) ltd. 1. The main objective is to develop the members by procuring good Quality milk . 2. To provide high quality to the continuous changing market and to increase the position of union in introducing milk and milk products. 3. Honesty striving to become one of the best diarie in Karnataka State. 4. To achieve economies of scale to ensure max returns to milk producers. 5. To facilitate middlemen & organized institutions to be removed & managed by milk producers themselves.

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SRIKRISHNA MILK (P) LTD COMPANY PROFILE Sri Krishna Milk (P) Ltd was incorporated on 1st of August 1989. the founder of the dairy is Shri. G.S.Kamath . The factory situated on the National Highway No.63 in Kirwatti. Sri Krishna Milk (P) Ltd is a pioneer in Milk factory in Karnataka, which was started by the direction of Shri.G.S.Kamath. the total area of industry 8 acres. The group believes that the excellence is the only bench mark, hence it has always sought and obtained the very best technologies to ensure top class manufacturing. MISSION OF THE COMPANY: To Improve Quality & Quantity of their products and services by promoting healthy practices with economical operations and with an aim to service ultimate consumers to their utmost satisfaction at affordable price with an optimization of groups wealth.

The company has owned land because a land has no. of advantages they as follows:ADVANTAGES Easy Transportation No municipal actions Easy to getting local raw milk Easy to the village employees and workers for doing a job etc.

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SRIKRISHNA MILK (P) LTD The company providing employment opportunities to many poor people in that related village area. The factorys per day production capacity is 50,000 liter of milk product. Sri Krishna has manpower of 55 with including skilled, semi skilled and unskilled labors and about 29 Administration employees.

The company is making day to day turnover of about is Rs.6, 00,000/-. The company has too much goodwill in market and as the companys total investment is Rs.5, 92, 75,971/- for the date of 2006 December 31st.

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SRIKRISHNA MILK (P) LTD MANAGING DIRECTOR Functions: Receives the regular report from the general manager which includes the report of all the heads of department and detailed information in the factory. Keeps the regular conduct with the general manager about managerial staff, production unit for smooth functioning of the plant. Trys to maintain the quality policy. QULITIES: Taking initiative. Grasping opportunity. Managing autonomously. Using judgment to take calculated risk. Highly ambitious. Greatly achievement oriented. Hard worker. EXECUTIVE DIRECTOR FUCTIONS: Payment of parties for purchase raw milk. Searching new parties for purchase of raw milk. Payment of credit. Payment of all management workers & employees salary & wages.

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SRIKRISHNA MILK (P) LTD GENERAL Functions: To see and handle the work with govt. department like Labour dept and coordination with heads of the department. To have the proper co ordination between the office staff, production dept., heads, lab our e.g. The quality conscious aspect. To present the order from to M.D about the quality & quantity & the type quality required for the further step of production. To see that the sales required during the week, month, year are achieved against the target set. QUALITY: Discipline . Sincerity. Optimistic. Honest. Quality & quantity conscious. POWER: Signature for Banking. Authority to sign consignment like purchase or sales.
MANAGER

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SRIKRISHNA MILK (P) LTD HR MANAGER FUNCTIONS: Labour control. New Labour selection or recruitment . Arrangement of Labour welfare . Payment of salary & wages . Providing mess facility . Maintain discipline among the workers . ACCOUNT MANAGER FUNCTIONS: Maintain financial record. Making annual report for the financial matter. Sending daily or weekly report to the top management. PRODUCTION MANAGER FUNCTIONS: Maintain quality of product. Control cost production. Control wastage of milk. Purchasing the right quality & quantity of milk. SALES ASST. MANAGER FUNCTIONS: Day to day supply the milk product to the market or agent. Sending the report of the sales to the tope management.

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SRIKRISHNA MILK (P) LTD MARKETING ASST. MANAGER FUNCTIONS: Making advertisement of the product. Looking to the marketing changes. Looking to the needs & wants of the customers. Looking the opportunity to launching a new product. Expand the market. Control the advertisement cost. Sending the report about the market environment to the top management. INDUSTRIAL DEPARTMENTS There are several departments of the company which are as follows. 1) PRODUCTION DEPARTMENT. Under this department there are several sections such as Maintenance section Laboratory section Packing section Dispatch section Dock section Thus all the above sections briefly explained with their functions as follows. MAINTENANCE DEPARTMENT It is managed by the in charge PRASHANT.PAI. He is under worked for operators this is shown in the chart.

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SRIKRISHNA MILK (P) LTD INCHARGE

ELECTRICAL OPERATOR

MACHINE OPERATOR

CHILLING HELPERS OPERATOR

FUNCTIONS OF OPERATOR:

Electrical operator is engaged only in electrical work & checks the damages etc..,

Machine operator is engaged only in machine operating & checks the damages etc.., Chilling operator is engaged only in maintaining the degree of cooling & check the damages etc.., Helpers are engaged only in helping the all three operators. FUCTIONS OF INCHARGE: Maintaining the machine. Purchase electrical goods. Day to Day checking the machines. Weekly sending the reports about the machines maintenance to the top management. Control the maintenance cost. Take care about the pollution.

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LABORATORY SECTION: It is managed by In charge Nagesh Gunga. Under him there are only one operator & one helper. Factions Testing the milk. Checking the degree of fat Fat should be Cow milk 3.5% to 4% Buffalo milk 6% to 7% Checking the degree of S.N.F (solid not fat) S.N.F should be Cow milk 8.5% Buffalo milk 9% Checking the degree of Acidity Acidity should be Both milk 0.135% to 0.14% Checking the degree of Soda, Sugar, Salt, & Urea. This adulterates the milk. Checking on the basis of Correct Lactometer Reading. Checking on the basis of Clot On Boiling. Then the report should be send to the production manager or purchase asst manager. Thus all the above test are required to check the milk quality of milk. & also purchase the right

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SRIKRISHNA MILK (P) LTD PACKING SECTION: There are 3 packing machines under this work 2 supervisors & 7 workers are worked. The timing is morning 9am to evening 5pm 1st shift & evening 5pm to 12pm 2nd shift.

FUNCTIONS Checking the leakage of the machine. Machine maintenance. Checking the quantity of packing of the Milk. Control the wastage of Milk. Taking the order from middle management. Maintain a discipline among the workers.

DISPATCH SECTIONS: Under this section there are 10 workers in that 1 supervisor.

FUNCTIONS:

Loading the Milk packs. Checking the damage packs. Checking the loading quantity. Keeping the dispatch report. Taking the order to making dispatch from the middle management.

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DOCK SECTION: Under this section there are 8 lady wor FUNCTIONS : Cleaning the can & trays. Checking the quantity of can & trays. Checking the damage of cans & trays. to th Sending the report of cans & trays e supervisor or middle management.

PRODUCTION PROCESS Production process of the company is 19 to 20 hours. Where, Morning 6 to Evening 2 Evening 2 to Night 10 DAILY WASTAGE During the production process daily wastage of milk is COOLING Degree of cooling is 5oc CHEMICALS Caustic & Acid chemicals using for cleaning or washing the machines, cans, trays e.t.c ELECTRIC BILL Factorys per month electrical bill is about Rs 200,000/4 to 5 ltr. 1st shift 2nd shift

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RESEARCH & DEVELOPMENT DEPARTMENT This is most important department of the production section. R&D helps in thee development of new varieties with respect to competition in the market. To meet the customers huge requirements, for this the company conducts market research & survey, experimenting & developing a suitable product. RAW MATERIAL DEPARTMENT Purchasing is the first element in process of material management. It is closely related to production & marketing departments of an organization. Success of other department of an manufacturing undertaking largely depends on the success of its purchasing department.

S.M (P) LTD does not have any separate purchase department. It is having only the raw materials department, which look after the functions of store keeping and supplying the goods as and when required by the production department.

Purchase order is given by the store division. Purchase order is placed on the basis of the stock report. Purchase order contains clearly the terms & conditions viz., price, quantity, time of delivery e.t.c

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SRIKRISHNA MILK (P) LTD The task of receiving the goods are entrusted to the raw material office at S.M. (P) Ltd., Kirwatti. The officer in receipt of goods inspects the lorry receipts, papers & compares the details given in the invoice with the actual goods. If goods are

founds according to the description, the same will be informed account department through goods receipt note. The raw material are purchased daily. The quantity of raw milk purchased is about 50,000 liter per day. THERE ARE MAINLY TOW TYPE OF RAW MILK Cow milk Buffalo milk PURCHASING THE RAW MILK FROM THE STATE OF

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SRIKRISHNA MILK (P) LTD QUALITY CONTROL DEPARTMENT

Name of the state Andrapradesh Tamilnadu Maharastra place Chandra dairy Sai lakshmi dairy Kholhapur dairy, sawanthwadi & pandarpure. local

This is the most important department of the company.

It is related to R & D

Karnataka

department without the approval of this department. The goods produced can not be dispatched. The quality, superiority & defects of the raw milk are examined in this department. The department is very much responsible for the quality of the product. Hence, it sees though the milk product produced is of the best quality. Ever since the procurement of the raw milk till the dispatch of the final product of the milk the function of the observation & examination of the quality department is keen & careful. Quality control department finds an important place in the production process. following are the measures taken by quality control department in the production process. Purchase right quality & quantity of raw milk. A providing training to workers. Maintain discipline among the workers such as Uniform, Head covers, Hand gloves, Mouth covers & shoes e.t.c Using clean water for the production process. Day to day cleaning the machines, e.t.c

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SRIKRISHNA MILK (P) LTD It is also fallen in the categories of control the cost of production, following are the measures taken by the quality control department in the production process. Providing training to the workers. Control the wastage. Increase productivity. Providing optimum salary & wages to the workers. Purchase right quality of raw milk in right time & with a affordable price. Employ skilled workers.

HUMAN RESUORCE DEPARTMENT Men, Material, Money are regarded as the there significant factors of production. Human beings constitute the organization at all levels and are regards as the only dynamic factor of production. A business unit comes into existence with certain well defined objectives. The management means an effort to co-ordinate the human resource in such a manner that Organizational objectives are achieved. It is not very difficult material resources, but without efficient use of human resource, management can never accomplish objectives of the undertaking. HR Management is that part of management, which is concerned with people at work and their interpersonal relations. It is preliminary concerned with the efficient utilization and conservation of these resources.

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SRIKRISHNA MILK (P) LTD It is also concerned with formulation of the personnel policies with regard to recruitment, selection, job-evaluation, merit rating, performance appraisal, working condition etc. The GM heads the HR department Sri Krishna Milk (P) Ltd. under him HR manager, Training Officer, PF & ESI Officer etc. who report directly to a General Manager. The HR department is concerned with the following functions.

Recruitment & Selection. Training of new employees. Wages determination. Labour welfare. Transfer, promotion & demotion.

Recruitment & Selection:

Recruitment is positive process of searching for prospective candidates and stimulating theme to apply for the job. The HR department in Sri Krishna Milk(P) Ltd uses both the internal and external source for recruitment of employees. Every week or monthly temporary or casual workers recruitment is done in the company. Basic Recruitment for Selection for Workers

MALE Appearance Age Height Weight Qualificatio n Language Healthy 18 to 25 yrs 5 to 6 ft 50kg 7th pass/fail Marathi, Kannada & Hindi BABASAB PATIL

FEMALE Healthy 18 to 25 yrs 4.9 to 5.5 ft 40kg 7th pass/fail Marathi, Kannada & Hindi

SRIKRISHNA MILK (P) LTD Training of new employees The company provides training for both skilled & unskilled workers once in a month. Training also given the other staff. Wages determination Wages determination is the responsibility of the top management. The organization follows time wage system, method of wage payment i.e. wages are paid on the time devoted to the factory rather then the goods produced.

Labour welfare The statutory facility provided in this regard are. Canteen. Rest rooms & Lunch rooms. Health care.

Transfer, promotion & demotion The HR department on the basis of department recommendations performs these acts. Promotion is mainly based on the performance of the employees & not on experience.

TRAINING DEPARTMENT Sri Krishna Milk (p) Ltd believes that people are its biggest assets. The group encourages its people to achieve this full potential by giving them opportunities for continuous growth. Making every effort to stimulate & develop them by setting up &

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SRIKRISHNA MILK (P) LTD transparent communication system it gives training to new workers& also to them who are working in the company.

It covers following topics: Introduction about factory. Introduction of management body. Introduction about different sections of the factory. Introduction to seniors. e.t.c

MARKETING & SALES DEPARTMENT THE company is not directly involved in marketing to final consumers but the product is sent to the depots. These distributors / depots are involved in marketing or selling the product. The produced milk products are sent to all the depots. Ankola Bangalore Bagalkot Bijapur Davengere Hubli Mundgod Sirsi Yellapur GOA STATE

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DISPATCH The packing department prepares daily packing report & sent to the dispatch in charge. The dispatch head which is authenticated by the Central Excise Office will prepare daily production report. Then the goods are transferred from packing department to excise godown on an average daily production is nearly 50,000 ltr. In one truck nearly 2000 liters can be dispatched.

INVOICE SYSTEM

Moderate invoice is must, without it the transport vehicle is not allowed to unload. This is also called transport copy. Original copy is sent to the depot & extra copies are sent with the transport vehicle. Gate pass is given for the securitys for the clearance of truck or tankers from the premises. MARKET The production is depends upon market demand. As & when they get demand they produce & dispose the goods to market. There is a fixed price for goods. As & when the demand increase, price not increases because price is fixed.

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SRIKRISHNA MILK (P) LTD SALES The sales tern over of s.m.(p) ltd per day is approximately Rs 165 lakhs. PICRE OF THE PRODUCT PRODUCT Natural Rich Milk Toned milk 7 AM Gold milk Curds Ghee Pedha Lassi Masala butter milk PRICE PER LTR / KG 17 15 13 15 12 150 125 30 15

FACTORYS SALES PER DAY: NAME OF THE PRODUCT Natural rich milk Toned milk 7 A.M Curds Double toned milk Gold milk Lassi Masala butter milk Ghee pheda MODE OF TRANSPORTATION: The company involves only public vehicles by giving different rates / price for per klm. SALES LITER / TONS 20,000 ltr 10,000 ltr 4,000 ltr 2,800 ltr 2,000 ltr 5,00 ltr 3,00 ltr 1,50 ltr 20 to 25 tons / month orderly

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Type of vehicles Tankers Trucks Jeeps GHEE PACKETS & PRICE

No. of vehicles Rate per/klm(Rs) 8 11.50 4 2 8.50 7.50

S.M (P) LTD offer ghee to the market in to different packets. Packs of ghee 200ml 500ml 1000ml 500ml pet jar 500ml aluminum pouch 50ml Al. pouch 15 kg tins CHANNELS OF DISTRIBUTION S.M.(P) LTD has number of channels of distribution of milk product. They are as followsAnkola Bijapur Gokarna Karwar yellepur Bagalkot Dharwad Haliyal Mungod Local area Bangalore Davangere Hubli Manglore Price (Rs) 32 77 150 84 80 10 2400

CONTENTS OF THE MILK PRODUCTS

PRODUCTS Natural Rich Milk Toned Milk Double Toned Milk 7 A.M Milk

CONTETS Fat 4.5% - S.N.F 8.5% Fat 3.5% - S.N.F 8.5% Fat 1.5 S.N.F 9 % Fat 3.5% - S.N.F 8.5%

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SRIKRISHNA MILK (P) LTD Gold Milk Lassi Masala Butter Milk Fat 6.09% - S.N.F 9% Curds, Sugar Salt, Pepper,Chilly, Ginger,Corinder

EXPIRY DATE OF EACH PRODUCT Under Refrigerator condition. Products Milk Pheda Ghee Lassi Butter milk Curds UTILITIES Power Diesel Water MARKETING STRATERGIES: The company has following strategies as follows. To increase the sales decrease the price for a particular period. (Demand Marketing) To special discounts To special offers 2500 unit per days 200 ltr 80,000 ltr Expiry date / month 2 days 5 days 6 months 2 days 2 days 2 days

ADVERTISEMENT: The company makes a advertisement to the following

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SRIKRISHNA MILK (P) LTD Banners. Boards. Hand bills. T.V adds. Radio. News paper. etc. COMPETITORS: The competitors for s.m. (p) ltd, are Arokya Milk Bharat Milk Nandini Milk Sahayadri Milk

CONSUMER DISTRIBUTION CHANNEL: The company has 2 level distribution channels for a consumer market. MANUFACTURER RETAILERS ADVANTAGES: Less costly. Easy to transportation. There is no wholesaler or agent between the manufacturer & retailers. Easy to purchase / delivery of the product to the customers ACCOUNT DEPARTMENT END CONSUMERS

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SRIKRISHNA MILK (P) LTD

In this department the financial accounts of the companies transactions are properly maintained. Most of the accounting work is done on the computers to maintain accuracy of the accounts. The accounting procedure is based on the usual accounting principals. To maintain the day to day case transactions of the company. The day book with cash & bank columns are maintained. It also maintains the journal, ledger & subsidiary books. Closing of the accounts is done on 31st of march every year. At the end of the accounting period trading account, profit & loss account & balance sheet is prepared to ascertain the profit or loss made by the company in that particular year. The final accounting reports are submitted to the management. the company auditors do final auditing.

16 YEARS SUCCESSFUL PERFORMANCE

FINANCE 16 years performance of the company was increased in the finance, made better profit year to year. Still the company investment is 5,92,75,971. QUALITY 16 year performance of the company was increased the quality of the product and also the range of the product. firstly the company was introduced only

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SRIKRISHNA MILK (P) LTD double toned milk and toned milk but today the company was introduced number of products such as Ghee, Butter milk, Pedha, Gold milk, Natural rich milk,& 7Ammilk with a affordable price. QUANTITY 16 year successful performance of the company was increased the quantity of the products. Initially they produce only 5,00 ltr of milk per day. Today they produce 50,000 ltr of milk.

The companys general manager expressed that it is well performance result. It is a great effort of the company groups and management system. they were happy with increasing productivity of the milk to 45,500 ltr.

The general manager also said that they were intended to pass the productivity mark up to 75,000 liter per day.

FUTURE OUT LOOK With a view to with stand the competition as well as adverse natural climates, the company had set up task force in a regard to procurement, production and marketing the finance of the company are also monitored on regular intervals with their measures the director state that the future of the company is stable.

The company is also exploring the avenue of the product diversification to increase its profitability. The director state that to create a competition

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SRIKRISHNA MILK (P) LTD edge, the company following quality standards & would go for ISO certification in near future

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SRIKRISHNA MILK (P) LTD

Um

is PRODUCTS OF SRIKRISHNA MILK (P) LTD.

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SRIKRISHNA MILK (P) LTD

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SRIKRISHNA MILK (P) LTD North kanras most favorite milk. SRI KRISHNA MILK Toned Fresh and Pure milk containing 3.5% fat and 8.5% SNF. Available in 500ml and 1ltr packs

SRIKRISHNA MILK 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

Full Cream milk. Containing 6% Fat and 9 % SNF.A rich, creamier and tastier milk, Ideal for preparing home-made sweets & savories.

SRIKRISHNA MILK spiced 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. SRIKRISHNA MILK spiced butter promotes health and easy digestion.

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SRIKRISHNA MILK (P) LTD

Curd made from pure milk. It's thick and delicious. Giving you all the goodness of homemade curds A taste of purity. SRIKRISHNA MILK 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.

Sterilized flavored milk, a nutritious and healthy drink and an all-season wholesome drink available in different flavors - Apart from refreshing energy.

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SRIKRISHNA MILK (P) LTD ORGANIZATIONAL STRUCTURE Sri Krishna milk (p) ltd. s fallen in the category of line & staff organization. STAFF ORGANIZATION: It means providing advice & policy guideline to executives.

CHAIRMAN

BOARD OF DIRECTORS

Financial Advisor

General Manager

Management advisor

R&D staff Production

R&D staff. ADVT advisor. Marketing Consultant.

manager

Marketing manager

supervisor

Sales asst. manager Agent

workers

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SRIKRISHNA MILK (P) LTD Above chart shows that the chairman & board of directors will make a decision about the flow of finance, production process & marketing e.t.c & make their policies to help the General Manager.

Board of directors appoint a financial advisor & management advisor to guide the General Manager in his affair. Financial advisor guides about the investment or finance, production, marketing e.t.c & also guide about the how to control the cost of each department.

Management advisor guides about how to behave among the each department & section & about the quality control measures & about the discipline in the organization e.t.c

Production manger guided by the R&D department about the how to produce a product, their varieties & also market analysis & about the control of cost of production & quality control measures e.t.c

Marketing manager guided by the advertising advisor & market research consultancy. Here advertising advisor guides about how to make a advertisement, how to control cost of advertising & when to make advertisement in the market for better & effective performance. Market research consultancy guides about the market changes, market competitions, consumer needs & wants, type of products is launched, how to make a market analysis e.t.c

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SRIKRISHNA MILK (P) LTD

LINE ORGANIZATION: It means person who are to carry out tasks. CHAIRMAN

BOARD OF DIRECTORS

GENERAL MANAGER
SUPERVISOR

ADM OFFICER

A/C MANAGER

PROD. MGR

H R MANAGER

LAB PLANT PRODUCTION PACKING ICE PLANT STORES DOCK DISPATCH LOADER TRANSPORTATION HELPERS SECURITY

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SRIKRISHNA MILK (P) LTD Sampling:

Representation of a particular population. And is the subset of the population. Concerned to my project, in a city like Haliyal where a population of more than 25000 exists each persons opinion can not be sought. So the respondents were chosen randomly from different areas of Haliyal. The kind of sample taken for this study report is Stratified Random sampling one where the population is divided into mutually exclusive and mutually exhaustive strata or sub-groups and then a simple random sample is selected within each of the strata or sub group. Thus the population is divided into different strata on the basis of regions. They include cluster, multi stage and area sampling. Hence the sample taken for this study is Area sampling with the size of 100 Respondents and 30 Agents in an Haliyal city. Area Sampling: It is a form of Multi stage sampling in which maps, rather than lists or registers, are used as the sampling frame. In area sampling, the overall area to be covered in a survey is divided into several smaller areas within which a random sample is selected. However, Stratification in area sampling is based on geographical considerations.

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SRIKRISHNA MILK (P) LTD SAMPLING PROCESS: 1. Population: People from the Haliyal. 2. Sampling frame : Household and resellers (agents) 3. Sampling unit: Milk buyers and agents. 4. Sampling size: 100 household customer and 30 agents. 5. Sampling Method: Stratified Random sampling. (Area Sampling) Survey Technique: Once the researcher has decided to go for the survey method for collecting the required Primary data. Then he should take a right decision among the various survey techniques. Then various techniques are: Personal Interview Mail survey Telephone Survey Questionnaire I have chosen the Questionnaire technique or method for the survey. Research Design: The research study was made keeping in mind the various factors that were worked out in informal discussion with the SRI KRISHNA MILK (P) LTD, that would be included as a research object and the study can be based on the objectives. Steps in the Research Design Define the research problem Estimate the value of Information

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SRIKRISHNA MILK (P) LTD Select the data collection method Select the measurement technique Select the Sample Select the Analytical Approach Evaluate the ethics of the Research Specify time and financial cost Prepare the Research Proposal

1. Define the research problem To know customer and agents response and expectations towards Krishna Milk the Haliyal. 2. Estimate the value of Information The value of information should exceed the expected cost. I am conducting the sample survey method; because the population is very high & sample size for my research will 130 in number.

Step 3: Select the data collection method: Decided to go for survey methods i.e., stratified random sample. Using the questionnaire conducting the survey and using Dichotomous (close-ended), rating scale and open-ended questions.

Step 4: Select the measurement technique: Descriptive type of research, using the questionnaire with rating scale, open & close- ended questions.

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SRIKRISHNA MILK (P) LTD

Step 5: Select the sample: The sample would be the both customers as well as the agents of Sri Krishna milk, with different areas within Haliyal City.

Step 6: Select the Analytical Approach: Analyzing the collected information with the help of percentages (%) using SPSS 11.00 student version And MS-Excel software. Step 7: Evaluate the ethics of the Research: The collected information (data) will be used for solving the management problem and not for any non-ethical objects; the main objectives will be addressed. Step 8: Specify time & financial cost: Time needed is Four months (32 weeks) and the financial costs are, Daily expenses about 30/- for two months it would be, 1800/ Stationary and Printing about, 2500/Total financial cost = 1800 + 2500 Step 9: Prepare the Research Proposal: My understanding of his project is as follows, As the Sales of Sri Krishna Milk were going down from few years in the Haliyal city, So the management wants to know what are the Customers as well as agents expectation and responses towards Sri Krishna milk. = 4300/-

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SRIKRISHNA MILK (P) LTD For this purpose there was need to know the Consumer Behavior towards the Sri Krishna milk. Data Collection Methods: The information necessary for this research study is collected by tapping primary and secondary sources. The sources are as follows: Primary Sources: a) Questionnaire b) Personal interaction Secondary Sources: a) Company Websites b) Related Information from Internet c) Company Reports Books and Publications. Measuring Tools: The measurement and evaluation of the data is done using statistical tools and techniques such as simple percentage method, mean, graphical representation with help of data code sheet using MS Excel and SPSS software.

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SRIKRISHNA MILK (P) LTD

CONTENTS Results & discussion with graphs & chart Conclusion, a proposed action plan with resource requirements

DATA ANALYSIS AND INTERPRETATION

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SRIKRISHNA MILK (P) LTD Consumer Survey: The Consumer survey was conducted in 100 household in the selected areas of the city by Convenience Sampling method. The respondents were asked to fill in a questionnaire along with which a free discussion with them helped us to get the required information. Adequate care was taken to take the appropriate representations from all sections of the society. Thus obtaining more information about the preference of such customers was more important. The aim of this survey was not to estimate the market share of the union but to obtain insights into the preferences of the consumers with complaints from Sri Krishna milk. When professional market researchers ask their clients how accurate any data should be, the answer is often such as very accurate or as accurate as possible. However accuracy, at least where fieldwork is involved, has a price and as a general rule, increases in accuracy not only cost more but cost disproportionately more. A high level of accuracy is not always needed to meet the overall research objective. If a company is entering a new market, where common sense and observation tells us the market is huge, there may be little point in spending lots of money closely measuring its size. An approximation will do and the money saved may be better spent on some other information need.

GRAPHS

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SRIKRISHNA MILK (P) LTD

Q2. Consumption of milk per day?

Statistics N Consumption per day Frequency Valid "500Ml" "1 Liter" "2 Liter or more" Total 40 36 24 100 Percent 40.0 36.0 24.0 100.0 Valid Percent Cumulative Percent 40.0 36.0 24.0 100.0 40.0 76.0 100.0 Valid Missing 100 0

consumption per day

50

40

30

20

10

Percent

0 "500Ml" "1 Liter" "2 Liter or more"

consumption per day

Respondents:-100 Interpretation: From the above graph it is clear that out of the total respondents 40 % respondents consume only liter per day. 36% respondents consume one liter per day and rest 24% respondents consume 2 or more liters per day. So Survey Says that give more stress on and liter to improve sale .

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SRIKRISHNA MILK (P) LTD

3)
Statistics

Awareness level of Krishna milk

N Valid Missing 100 0 Valid Percent 86.0 14.0 100.0 Cumulative Percent 86.0 100.0

Aware of Krishna Milk Frequency Valid "Yes" "No" Total 86 14 100 Percent 86.0 14.0 100.0

Aware of Krishna Milk

"No"

"Yes"

Interpretation: From the graph it is clear that 86 % of the people are aware of Krishna milk and 14 % of the samples are not aware. These14 % are specially observed (since some of them are illiterate and some of them have just come to Haliyal). Its really good that many people are aware about Sri Krishna and its products from the company point of view

4) Purchase of Krishna milk

Statistics N Valid Missing 86 14

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SRIKRISHNA MILK (P) LTD

Purchase of Krishna Milk Frequency Percent Valid Missing Total "Yes" "No" Total System 56 30 86 14 100 56.0 30.0 86.0 14.0 100.0 Valid Cumulativ Percent e Percent 65.1 65.1 34.9 100.0 100.0

Purchase of Krishna Milk

70 60 50 40 30 20

Percent

10 0 "Yes" "No"

Purchase of Krishna Milk

Interpretation: In the market various brands of milk are available Out of 86 respondents 56 (65%)of them are consuming Krishna milk. 30 of them are buying other brand milks.

5) Where do you Purchase Krishna milk?

Statistics N Valid Missing 56 44

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Where do you purchase Krishna Milk Frequency Percent "Milk Parlors" "Grocery Stores" "Bakery" "Other" Total Missing System Total Valid 25 18 8 5 56 44 100 25.0 18.0 8.0 5.0 56.0 44.0 100.0

Valid Cumulativ Percent e Percent 44.6 44.6 32.1 14.3 8.9 100.0 76.8 91.1 100.0

Where do you purchase Krishna Milk

50

40

30

20

10

Percent

0 "Milk Parlors" "Grocery Stores" "Bakery" "Other"

Where do you purchase Krishna Milk

Interpretation: From the respondents who buy the Krishna milk it is been found that 44% respondents buy from milk parlors, 32% respondents buy from grocery stores, 15% buy from bakery and rest of 9% from other services like shops, houses etc. Company has to make available the Krishna milk and its products where it is necessary

6) Using Krishna milk for the Reason:

Good Flavor 26 Easily avilable 33 Reasonble price 29 Credit facility by agent 11 Brand name 14 Cream 22 Others 8

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Using Krishna milk for

35 30 25 percent 20 15 10 5 0 Reasonble price Cream Easily avilable Credit facility by agent Others Good Flavor Brand name 33 26 29 22 11 14 8

Q6 pariculars Series1 Series2

Interpretation: The respondents who use Krishna milk say that 33% people use Krishna because of availability, 29% people use Krishna because of price 22% Respondents use because of cream coming from milk, 26% respondents use because of the flavor 8% because of the good package and carrying

7) Satisfied with Krishna Milk

Statistics N Valid Missing 56 44

Satisfied with Krishna Milk FrequencyPercent Valid Percent Cumulativ e Percent

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SRIKRISHNA MILK (P) LTD

Valid Missing Total "Yes" "No" Total System 43 13 56 44 100 43.0 13.0 56.0 44.0 100.0 76.8 23.2 100.0 76.8 100.0

Satisfied with Krishna Milk

80

60

40

20

Percent

0 "Yes" "No"

Satisfied with Krishna Milk

Interpretation: The 56 respondents who use Krishna milk in that 43(76%) satisfy and43( 24%) are not satisfied.

8) Do you Recommended Krishna milk to others

Statistics N Valid Missing 56 44

Recommend Krishna Milk Frequency Percent Valid Cumulativ

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Percent e Percent 69.6 69.6 30.4 100.0 100.0

Valid Missing Total

"Yes" "No" Total System

39 17 56 44 100

39.0 17.0 56.0 44.0 100.0

Recommend Krishna Milk

80

60

40

20

Percent

0 "Yes" "No"

Recommend Krishna Milk

. Interpretation: This question was asked to the customers of Krishna Out of the 56 respondents 70% say that they have recommended the milk to others and 30% say they havent. So company has good reputation in the minds of customer and it has to maintain its quality

9) How did you come to know about Krishna?

Statistics N Valid Missing 56 44

Come to Know about Krishna Frequency Percent Valid Cumulativ Percent e Percent

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SRIKRISHNA MILK (P) LTD

"Friends" "Neighbor s" "News Paper" "Others" Total Missing System Total Valid 16 12 20 8 56 44 100 16.0 12.0 20.0 8.0 56.0 44.0 100.0 28.6 21.4 35.7 14.3 100.0 28.6 50.0 85.7 100.0

Come to Know about Krishna

40

30

20

10

Percent

0 "Friends" "Neighbous" "New s Paper" "Others"

Come to Know about Krishna

Interpretation From the survey it is revealed that 35% respondents buy because milk vendors and papers have influenced them to buy, and 28% because of friends and 21% neighbors.

10) Does Advertisement drive you to milk?

Statistics N Valid Missing 56 44

Advertisements drive to buy branded milk Frequency Percent

Valid Cumulativ Percent e Percent

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SRIKRISHNA MILK (P) LTD

"Strongly Agree" "Agree" "No opinion" "Disagree " "SD Agree" Total Missing System Total
40

Valid

11 16 20 6 3 56 44 100

11.0 16.0 20.0 6.0 3.0 56.0 44.0 100.0

19.6 28.6 35.7 10.7 5.4 100.0

19.6 48.2 83.9 94.6 100.0

Advertsements drive to buy branded milk

30

20

10

Percent

0 "Strongly Agree" "Agree" "N openion" o "D isAgree" "SD Agree"

Advertsements drive to buy branded milk

Interpretation: Almost 48% of the people believe that advertisements will drive them to buy the milk and 35% are not sure about it. So Company has to make more promotional activities i.e., advertisements to attract more people and to get the customers.

11) Do you think Brand ambassador will influence you to buy Milk?
Statistics N Valid Missing 56 44 Valid Cumulativ Percent e Percent 66.1 66.1 33.9 100.0 100.0 Brand Ambassadors will influence Frequency Percent Valid Missing Total "Yes" "No" Total System 37 19 56 44 100 37.0 19.0 56.0 44.0 100.0

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Brand Ambassadors will influence

70 60 50 40 30 20

Percent

10 0 "Yes" "No"

Brand Ambassadors will influence

Interpretation 66% of the respondents believe that brand ambassador will really make difference in buying and 34% of them dont believe in it.

11) Change/Shift to another brand?

Statistics N Valid Missing 56 44

Change/Shift to another Brand Frequency Percent Valid Missing Total "Yes" "No" Total System 8 48 56 44 100 8.0 48.0 56.0 44.0 100.0 Valid Cumulativ Percent e Percent 14.3 14.3 85.7 100.0 100.0

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Change/Shift to another Brand

100

80

60

40

20

Percent

0 "Yes" "No"

Change/Shift to another Brand

Interpretation About 14% of the want to shift to another brand because of not getting credit and also because of lack of freshness and quality .

15) Reasons for not using Krishna milk

Tasteless 4 Bad odor 4 Not Available easily 15 Other Reason 5

High price 2

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Reason for not using krishna milk

16 14 12 10 Pecesnt 8 6 4 2 0 Taste-less Bad odor High price Not Available easily Other Reson 5 4 4 2 Series1 Series2 15

Particulars

Interpretation: From the survey it is revealed that most of the people i.e.about 30 out 15 (50%) of the respondents dont buy for the reason Not Available easily, 30 feel that not getting credit facility, bad odor, less taste some of them feel it is mixed with Powder and some of them feel that it is a mixture of cow and buffalo milk

16) Which milk do you buy

Gowlies
20

Arokya
5

Nandini
9

Sahayadri
5

Any other
5

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25 20 20

15 9 5 5 5 5

10

0 Gow lies Arokya Nandini Sahayadri Any other

Series1

Series2

Interpretation: The respondents say that 20 out of 44 people use Gowlies because of vailability, 9 people use Nandini 5Arokya 5 sahayadri, 5 others.

17) When you choose particular brand which are the important factors you look for?
Good Flavor 17 Brand name 11

Availability 26

Price 24

Credit 19

Cream 20

Others 12

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Choose Particular brand Imp Factors

30 25 20 percent 15 10 5 0 Good Flavor Avilablility Price Credit Particular Series1 Series2 Brand name Cream Others 17

26

24 19 11 20 12

Interpretation: It is been observed thru the survey that the factors which are highly influencing them or driving them to buy is about 20% look for cream, 26% look for Availability, about 17% look for taste, about 24% look for price; about 19% look for credit facility and rest of the 110%look for the brand name, package and other essential services.

Q. No Samples 1 2 3 4 5 6 7 8 9

Data Code Sheet of Agents Survey Q2 Q3 Q4 Q5 Q6 1 3 1 3 3 3 3 2 2 2 2 2 2 2 2 2 2 2 2 1 2 1 1 1 1 2 1 1 1 1 1 1 1 1 1 1 1 1 2 1 1 1 1 2 1

Q7 2 5 1 4 4 3 4 4 1

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SRIKRISHNA MILK (P) LTD 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 3 3 3 3 4 2 3 2 2 2 2 2 3 3 3 3 4 2 2 2 1 1 2 2 2 2 2 1 2 2 2 2 2 2 2 2 2 2 2 2 2 1 2 1 2 1 2 2 2 2 2 2 1 2 1 2 2 2 1 2 1 2 1 1 1 2 1 2 1 1 2 1 2 1 1 2 1 2 1 2 1 2 1 1 1 1 1 2 1 1 1 2 1 1 1 1 2 1 1 1 2 1 1 1 2 4 2 4 3 4 3 3 3 3 2 5 3 3 3 2 4 1 4 3 1 3

2. Quality provided by Krishna Milk.

How do you feel about the Quality provided by Krishna Milk?

Frequency Percent Valid Excellent good Okay Bad Total 3 11 14 2 30 10.0 36.7 46.7 6.7 100.0 Valid Cumulativ Percent e Percent 10.0 10.0 36.7 46.7 46.7 93.3 6.7 100.0 100.0

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How do you feel about the Quality provided by Krishna Milk?

50

40

30

20

10

Percent

0 Ecellent good Okay Bad

How do you feel about the Quality provided by Krishna Milk?

Interpretation: From the above graph it is clear that 90% of the agents are happy with quality provided by the Krishna milk (p) ltd and 10% of the respondents say it is not consistent in the quality.

3. Satisfied with the Commission given?

Do they give a Healthy/better commission? Frequency Percent Valid Yes NO Total 3 27 30 10.0 90.0 100.0

Valid Cumulativ Percent e Percent 10.0 10.0 90.0 100.0 100.0

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Do they give a Healthy/better commission?

Yes

NO

Interpretation: 90 % of the respondents say that they are not getting sufficient commission compared to other brands and rest 10 % are just satisfactory.

4. Payment procedure Carried down in Krishna milk (p)ltd.

Are you happy with Payment procedure Carried down in Krishna milk(p)ltd? FrequencyPercent Valid Yes NO Total 13 17 30 43.3 56.7 100.0 Valid Percent 43.3 56.7 100.0 Cumulativ e Percent 43.3 100.0

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Are you happy with Payment procedure Carried down in Kirsha

60

50

40

30

20

Percent

10 0 Yes NO

Are you happy with Payment procedure Carried down in Kirshan milk(p)ltd?

Interpretation: Out of the 30 Respondents 60% of them complain that they are always in a hurry to collect cash and rest 40% are bit satisfied.

5. Right time delivery of milk.

Do they give you right time delivery of milk? Frequency Percent Valid Yes NO Total 22 8 30 73.3 26.7 100.0 Valid Cumulativ Percent e Percent 73.3 73.3 26.7 100.0 100.0

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Do they give you right time delivery of milk?

NO

Yes

Interpretation: Survey carried down of 30 agents 73% of them are happy with the delivery of milk at right time and rest of 27% them are not satisfied. They say that in afternoon time they dont come at regular time and sometimes in morning they come at irregular time

6. They respond and take care of your Complaints.

Do they respond and take care of your Complaints? Frequency Percent Valid Yes NO Total 23 7 30 76.7 23.3 100.0 Valid Percent 76.7 23.3 100.0 Cumulative Percent 76.7 100.0

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Do they respond and take care of your Complaints?

80

60

40

20

Percent

0 Yes NO

Do they respond and take care of your Complaints?

Interpretation: About 24% of 30 agents say that they never care about their complaints and rests of 76 % of them say that sometimes they look down

7. How do you feel about the Treatment of Krishna milk (p)ltd Representatives? [1 Being lowest & 5 Being highest]
How do you feel about the Treatment of Krishna Representatives? Frequency Valid worst bad okay good excellent Total 4 4 11 9 2 30 Percent 13.3 13.3 36.7 30.0 6.7 100.0 Valid Cumulative Percent Percent 13.3 13.3 13.3 26.7 36.7 63.3 30.0 93.3 6.7 100.0 100.0

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How do you feel about the Treatment of Krishna Representatives?

excellent good worst

bad

okay

Interpretation: From the graph it is clear that 7% them say that their behavior is extremely well, 30% of them feel good about their approach, 36% say that its satisfactory and rest 30% feel that they dont visit often and never take car of their complaints.

FINDINGS: 86% of the respondents are aware of Sri Krishna milk(p)ltd milk. 65.1% of the respondents purchase Sri Krishna milk. 44% of the respondents purchase from milk parlors. 59% of the respondents look for availability while purchasing milk. 48.4% of the respondents believe that Advertisements play a vital role while buying the milk.

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SRIKRISHNA MILK (P) LTD 14.3% users of Sri Krishna Milk who want to shift to another brand because of credit, taste, freshness and replacement facility. 50% of the respondents dont buy because it is not available easily. 65% of the respondents look for flavor, price, availability and brand name. 90% of the agents are not happy with the commission provided by Sri Krishna milk. milk 56.7% are not satisfied with the Payment procedure carried down by Sri Krishna

73% agents are happy with delivery of milk at right time. 76% of agents say that Sri Krishna milk doesnt take care of their complaints. 60% of the agents are satisfied with the behavior of Sri Krishna milk

representatives. SUGGESTIONS:

The study reveals that the awareness of the brand exits but the

more information has to be revealed about the different brands of Sri Krishna milk available in the market. The respondents demanded for the 250-ml packet. So if possible

Sri Krishna milk should think of it. Respondents said that its taste is not good, not consistent in the

Quality and they dont give replacement facility for spoiled milk. So Sri Krishna milk should take steps by creating awareness about that the milk is not adulterated.

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SRIKRISHNA MILK (P) LTD Consumers need door delivery, so that they can get milk as like

gowlis. To compete with gowlis Sri Krishna milk should arrange this service. Many respondents complain about bad odor of Sri Krishna milk,

as milk is a perishable product so management should take care about its hygiene and try to avoid more storage and they should deliver the milk as early and as fresh as possible. Company should try to provide credit facility schemes to agents.

So that he can give credit to the consumers and sell more number of packets and capture more market. Developing the town markets by placing some of the staff for

extension work. So that they can make arrangements for people to get milk in their particular place at particular time. To educate the people about the overall performance of Sri

Krishna milk Company should take necessary steps to enhance more promotional activities like giving ads in newspapers, in local channels and thru other media. (if possible Sri Krishna milk can educate thru brand ambassador also) Comparing to other brands agents are getting less commission.

So Sri Krishna milk should increase its commission, because agents are the main connectors between Sri Krishna milk and consumers. Company should open the grievance redressal cell, officer in

charge of this cell should ensure proper recording of the grievances and attend the consumer and agents complaints periodically he should

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SRIKRISHNA MILK (P) LTD inform the MD and MD could instruct the concerned functional groups to take necessary actions.

Reasons for decline in Sales Volume of Sri Krishna milk: On observing the sales trend for the past two years and survey results it is quite sad to note that Sri Krishna milk (p) ltd is loosing its market share and its sales in the concerned area. In the light of its poor performance, it is worth while to analyze the reasons for the same which can be listed below: 1) The Price of the milk Packets. 2) Presence of other Brands. 3) Low Promotional Activity 4) Low Commission to the agents. 5) No favorable perception towards diary milk. 6) Gowlies milk is so preferred 7) More of the FAT content in private brands

1) The Price of the milk Packets. The price of the milk packets was increased from .50paise to 1.50 paisa. The increase in the price took place at a wrong time when the many competitors started entering into the market to capture the market share. This has resulted the loss of sales in the market, where many competitors entered and captured the market which was less price then Nandini. For e.g. Mayur, Nandini, etc.

2). Presence of other Brands

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SRIKRISHNA MILK (P) LTD Milk brands in Haliyal are cropping year after year. Right now there are about 9 to 10 other brands apart from Sri Krishna milk . However there are 4major brands which are very competitive for Sri Krishna milk . They are Arokya, Mayur, Gokul and Nandini The union faces the competition from the other brands because of the following reasons: o Higher commission structure o Schemes for agents o Festival gifts o Huge investments on Advertisements o Acceptance of leakage o Cash collection on next day o Schemes for consumers. 3). Low Promotional Activity The total amount spent for the promotional activity to increase the sales is very important. The union should seriously carry out, aggressive marketing campaign to promote its sales and to increase the awareness among the consumers.

4) No favorable perception towards diary milk: Most of the consumers have a feeling that Sri Krishna milk (p)ltd mixes powder and sells the reconstituted milk in the market. Though reconstituted milk forms hardly around 5% of total sales. It is very difficult to disassociate this feeling from the consumers mind. They also complain about the fluctuating quality of milk.

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SRIKRISHNA MILK (P) LTD

5) Gowlies milk is so preferred: Most of the consumers prefer purchasing milk from these Gowlies as their milk is fresh and is being supplied at relatively cheaper rate. They also deliver the milk at the door step of the consumers with credit facility.

7) More of the FAT content in private brands: Most of the consumers on the market are not aware of the fat i.e. Written on the packets. They test the quality of the milk by looking at the quantity of the cream i.e. formed when boiled and they prefer the milk that gives more cream. The following table shows fat content of Sri Krishna milk and other brands.

BRAND

TM

FCM

STANDARD

Nandini Arokya Gokul Krishna

3.0% 3.5% 3.0% 3.0%

6.0% 6.6% 6.3% 6.3%

4.5% ---------------------5%

Suggestions to improve the Market in the Haliyal: 1).Need for a modified Commission structure 2).Incentive or presenting the gifts to the agents by fixing their targets.

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SRIKRISHNA MILK (P) LTD 3).Critical evaluation of agent structure 4). Strengthening the sales force 5). Extensive field work

CONCLUSION

Lastly to conclude it was a great experience to work at Sri Krishna milk. I met so many faces in market, and got the meaning about the real market. I came to know about the marketing strategies of Sri Krishna milk I got the reasons for the like and dislike of people towards Sri Krishna milk. Comparing to other brands Sri Krishna milk (p) ltd has a very well goodwill in the market. Even though it is facing some problems because of Gowlies and other brands . So it should try to create awareness, provide good service with good quality milk as well as it should motivate the dealers. I have found that Sri

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SRIKRISHNA MILK (P) LTD Krishna milk (p)ltd is not concentrating on dealers, so dealers motivation is must. The response of the people was very good towards Sri Krishna comparing to others. It was welcome move by Sri Krishna milk (p) ltd that door to door Survey is being arranged in due course at Haliyal city.

I wish Sri Krishna milk (p) ltd all the BEST and SUCCESS.

CONTENTS Executive Summary Appendix Questionnaire Bibliography

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SRIKRISHNA MILK (P) LTD

Questionnaire Dear sir/madam, Place: Haliyal Locality: ________________ 1. Name of the respondent: Sri / Smt __________________________________________ Address _________________________________________________________________ _____________________________ Phone: ____________________________________ 2. Consumption per day: 500ml 3. Are you Aware of Krishna Milk? ; 1 liter ; 2 liter or more

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SRIKRISHNA MILK (P) LTD 1. Yes 2. No (If no go to question no 16) 4. Do you purchase Krishna milk? 1. Yes 2. No (If no go to question no 15)

5. Where do you purchase Krishna Milk? 1. Milk parlors 3. Bakery 2. Grocery stores 4. Any other place

6. You are using the Krishna Milk for:Good flavor Credit facility by agents ; Easily available ; brand name ; Reasonable price ; Cream

If Any Other Reasons ______________ 7. Are you satisfied with the Krishna Milk? 1. Yes 2 No

8. Do you recommend Krishna Milk to others? 1. Yes 2.No

9. How did you come to know about Krishna milk? Friends ; Neighbors ; News papers

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SRIKRISHNA MILK (P) LTD

10. Does advertisements drive you to buy branded Milk? strongly agree Agree No opinion Disagree Strongly Disagree

11. Do you think that Brand Ambassadors will influence you to buy milk? 1. Yes 2. No

12. Do you want to change/ shift to another Brand? 1. Yes 2. No

13. If yes to which Brand please specify with reasons _____________________________________________________________________ __ 14. Any suggestions to improve the sales of Krishna Milk:______________________________________________________________________ __ 15. If you are not using Krishna milk, can you please tell me the reasons:Taste less Not available easily 16. Which milk do you buy? Gowlies ; Sahayadri ; Arokya ; Nandini ; bad odor ; High price

; any other reason ___________________

; any other specify _________________________

17. When you choose a particular brand of milk, which are important factors you Look for

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SRIKRISHNA MILK (P) LTD

Good flavor Credit

; Availability ; Brand name

; Price ; Cream

If any other specify ______________________________________________________

Signature Thank you,

Questionnaire Dear sir/madam, Locality: 1. Name Address Phone:

2. How do you feel about the Quality provided by Sri Krishna Milk? Excellent Good Okay Bad Worst

3. Do they give a Healthy/better commission? 1. Yes 2. No

4. Are you happy with Payment procedure Carried down in SRI KRISHNA MILK (P) LTD?

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SRIKRISHNA MILK (P) LTD 1. Yes 2. No

5. Do they give you right time delivery of milk? 1. Yes 2. No

6. Do they respond and take care of your Complaints? 1. Yes 2. No

7. How do you feel about the Treatment of Sri Krishna Milk (p)ltd Representatives? [1 Being lowest & 5 Being highest] 1[ ] 2[ ] 3[ ] 4[ ] 5[ ]

8. Any Suggestions / Complaints Regarding SRI KRISHNA MILK (P)LTD?

BIBLIOGRAPHY:

Marketing Management Philip Kotler Marketing Research Tull and Hawkins Internet Websites:

www.CBB.doc.com www.google.co.in

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