project on nandini
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A STUDY ON CONSUMER PERCEPTION AND RETAILERS OPINION
TOWARDS
NANDINI MILK PRODUCTS OF
MOTHER DIARY UNIT OF KMF YELAHANKA BANGALORE
A Project Report Submitted To Manipal University In Partial Fulfillment Of The Requirement For Awarding The MBA Degree Submitted By DARSHAN.K Under The Guidance Of Prof. JOSHUA MANIPAL INSUTE OF MANAGEMENT MANIPAL
RESEARCH DESIGN
TITLE OF THE STUDY
A study on “Consumer Perception and Retailers Opinion Towards
Nandini Milk Products”.
STATEMENT OF THE PROBLEM
The strong competition in Bangalore North has posed an alarming
condition before the KMF. Though Nandini is the market leader there
are plenty of private players who are competing in the present market.
To take future decisions it is very important from the KMF point of
view to have an insight on consumer’s perception about what the
consumers think towards the nandini milk products and the retailers
opinion since retailers play important role in KMF . The customer
requirements and needs will help to render the service in a better way.
The present study was designed to concentrate on the consumer
perception and retailers opinion towards Nandini milk products. The
data collected from the study will definitely help the company to
provide a competitive advantage. The research ends with some vital
information given by the respondents that may help the KMF to be
more customized rather than standardized.
Hence, the descriptive research on Consumers Perception and
Retailers Opinion Towards Nandini milk products
OBJECTIVES OF THE STUDY
There were two main objectives for this study. One is primary
objectives and another is secondary objectives
To ascertain the consumers perception towards nandini milk
products
To determine the retailers opinion on Nandini milk products and
the problem faced by them.
To get the feedback on what the consumer expects from KMF
To determine the needs of the retailer
SCOPE OF THE STUDY
The study relates all agents/retailers and users of KMF milk products
in Bangalore north.
NATURE OF THE PROJECT
A descriptive research has undertaken for the present study.
Descriptive research includes survey and fact findings of different
kinds
DATA COLLECTION
The present study was designed by the help of both primary and
secondary information data.
PRIMARY DATA
Primary data was collected from respondents through survey method
with a structured questionnaire designed for two segments i.e.
consumers as well as retailers.
A part of primary data was also collected from administrator of the
company
SECONDARY DATA
The present project is framed with help of several information. The
information is from various secondary sources. These includes
information about the milk industry from journals. Also in the review
of literature the different web-sites helped a lot to get some idea for
the present project. A bunch of information was collected from
various news articles and dissertation. Different libraries helped a lot
to make the base a strong one. Secondary data was also collected
from various sources for e.g. text books, periodicals, newspapers, and
from various web-sites.
UNIVERSE
In case of Consumers the universe is infinite
In case of Retailers the universe is finite
SAMPLING PLAN
As the universe under study was large and time was limited it was
quite impossible to contact each and every consumer of milk and also
retailers of milk. So a simple survey was adopted. The sampling plan
used in the present study is as follows :
Sampling Unit :-
The target respondents were individuals who consumes milk and milk
related products and the retailers/agents of Nandini milk products.
Sample Size:
Agents/Retailers: 56
Consumers: 100
TYPE OF SAMPLING
Systematic sampling Technique is used for Retailers wherein every
10th retailer is being considered out of 565 retailer outlets of KMF in
Bangalore North
Convenient sampling Technique is used for consumers where 100
consumers of the nandini milk products is being considered
TOOLS FOR DATA COLLECTION
Two structured questionnaires were designed as tool for primary data
collection. The questionnaire comprised of both close and open
ended question. Each questionnaire shows the demographic
characteristics of individuals consumers and as well as retailers.
Pre-Test of Questionnaire
Questionnaire was pre-tested among a small group of consumers /
retailers to asses its validity and then the necessary changes were
made.
Method of Contact
The respondents were interviewed by help of a questionnaire through
personal interview method.
FIELD WORK
The area of field work was restricted to Bangalore. The individuals
were targeted based on area or location and enough time was spend
with the respondents to take a proper response.
STATISTICAL TECHNIQUE
Bar Chart
Pie chart
STATISTICAL TOOL
Statistical software like SPSS
LIMITATIONS OF THE STUDY
The following were the main limitations of the study :-
Most of the respondents were either busy or were unable to
respond properly to the given questionnaire.
Time was the main constraint for the present study.
The respondent’s response to the given questionnaire was
sometime biased and the study was based on the assumptions
that the information provided is correct.
The sample was restricted to only 100 due to the limited time.
This may be very small compare to total universe. So the study
also suffers with the limitations of the generalizing the result.
LAYOUT OF THE CHAPTERS
Chapter – 1 : Introduction
This chapter includes the introduction of the research topic, subject
background of the study and need for the study.
Chapter – 2 : Research Design
This chapter includes brief introduction, statement of the problem,
review of literature, objectives of the study, scope of the study,
operational definitions, methodology, sampling, tools for data
collection, field work, method of analysis, limitations of the study and
layout of chapters.
Chapter – 3 : Company Profile
It includes industry profile and respondents profile.
Chapter – 4 : Analysis of Data
It includes the analysis of the information collected, shown with the
help of tables and charts.
Chapter – 5 : Summary of Findings
This chapter reveals the findings drawn from the study.
Chapter – 6 : Conclusion & Recommendations
This chapters gives the suggestions on the basis of the study
conducted.
Bibliography
It includes the various books referred for the study.
Annexures
It includes the questionnaire from which the study was prepared.
ANALYSIS AND DATA INTERPRETATION
FOR CONSUMERS
Statistics
Age N Valid 100
Missing
0
Age
Frequency Percent Valid PercentCumulative
PercentValid 15-20 10 10.0 10.0 10.0
20-30 25 25.0 25.0 35.0
31-40 45 45.0 45.0 80.0
>40 20 20.0 20.0 100.0
Total 100 100.0 100.0
Statistics
Occupation N Valid 100
Missing
0
Occupation
Frequency Percent Valid PercentCumulative
PercentValid House
Wife58 58.0 58.0 58.0
Businessman
10 10.0 10.0 68.0
Employed 12 12.0 12.0 80.0
Unemployed
16 16.0 16.0 96.0
Others 4 4.0 4.0 100.0
Total 100 100.0 100.0
Statistics
Promotion N Valid 100
Missing
0
Promotion
Frequency Percent Valid PercentCumulative
PercentValid Advertisement
s28 28.0 28.0 28.0
Recommended By family And Friends
36 36.0 36.0 64.0
Company's Promotional Schemes
15 15.0 15.0 79.0
Others 21 21.0 21.0 100.0
Total 100 100.0 100.0
Statistics
Factors Influencig N Valid 100
Missing
0
Factors Influencig
Frequency Percent Valid PercentCumulative
PercentValid Taste 52 52.0 52.0 52.0
Hygiene Packaging
14 14.0 14.0 66.0
Price 8 8.0 8.0 74.0
Quality 14 14.0 14.0 88.0
Others 12 12.0 12.0 100.0
Total 100 100.0 100.0
Statistics
Acessibility N Valid 100
Missing
0
Acessibility
Frequency Percent Valid PercentCumulative
PercentValid Easily
Available52 52.0 52.0 52.0
Moderately Available
34 34.0 34.0 86.0
Not Enough OutletsAvailable
14 14.0 14.0 100.0
Total 100 100.0 100.0
Statistics
Perception Towards Quality N Valid 100
Missing
0
Perception Towards Quality
Frequency Percent Valid PercentCumulative
PercentValid Ecellent 50 50.0 50.0 50.0
Very Good
27 27.0 27.0 77.0
Satisfactory
13 13.0 13.0 90.0
Poor 10 10.0 10.0 100.0
Total 100 100.0 100.0
Statistics
Perception Towards Price N Valid 100
Missing
0
Perception Towards Price
Frequency Percent Valid PercentCumulative
PercentValid Expensive 8 8.0 8.0 8.0
Moderate 52 52.0 52.0 60.0
Reasonable
23 23.0 23.0 83.0
Cheap 17 17.0 17.0 100.0
Total 100 100.0 100.0
Prception Towards Packaging
Frequency Percent Valid PercentCumulative
PercentValid Exellent 8 8.0 8.0 8.0
Good 62 62.0 62.0 70.0
Average
20 20.0 20.0 90.0
Bad 10 10.0 10.0 100.0
Total 100 100.0 100.0
Preffered Other Brands
Frequency Percent Valid PercentCumulative
PercentValid Heritage 12 12.0 12.0 12.0
Amul 42 42.0 42.0 54.0
Dodla 32 32.0 32.0 86.0
Nilgiris 14 14.0 14.0 100.0
Total 100 100.0 100.0
Perception Towards Taste
Frequency Percent Valid PercentCumulative
PercentValid Exellent 40 40.0 40.0 40.0
Good 44 44.0 44.0 84.0
Moderate
14 14.0 14.0 98.0
Bad 2 2.0 2.0 100.0
Total 100 100.0 100.0
Perception Towards Attarctiveness
Frequency Percent Valid PercentCumulative
PercentValid Attractive 85 85.0 85.0 85.0
Not Attractive
15 15.0 15.0 100.0
Total 100 100.0 100.0
Satisfaction Level
Frequency Percent Valid PercentCumulative
PercentValid Very
Satisfied26 26.0 26.0 26.0
Satisfied 34 34.0 34.0 60.0
Fairly Satisfied
38 38.0 38.0 98.0
Not Satisfied
2 2.0 2.0 100.0
Total 100 100.0 100.0
QUESTIONNAIRE (CONSUMERS)
I, Mr DARSHAN.K MBA Student of MIM Manipal,
conducting study to evaluate “CONSUMERS PERCEPTION
AND RETAILERS OPINION TOWARDS NANDINI MILK
PRODUCTS” at Mother Diary, kmf
I request you to kindly spare few minutes of your schedule to
answer the following questions
1. Name: …………………………………………
2. Address: ……………………………………………………
……………………………………………………………………
3. Age: 1) 15-20
2) 21-30
3) 31-40
4) >40
4. Occupation: ……………………………………………
5. How did you come to know about Nandini milk products.
1) Advertisement
2) Recommended by Family and Friends
3) Companies Promotional Schemes
4) Others
6. What do you perceive about the quality of the nandini
Milk products.
1) Excellent
2) Very Good
3) Satisfactory
4) Poor
7. What do you think about the pricing policy of the nandini
Milk products
1) Expensive
2) Moderate
3) Reasonable
4) Cheap
8. What do you feel about the packaging of the nandini
Milk products.
1) Excellent
2) Good
3) Average
4) Bad
9. Which other brand do you prefer.
1) Heritage
2) Amul
3) Dodla
4) Nilgiris
10. What do you feel about the taste of the nandini milk
Products
1) Excellent
2) Good
3) Moderate
4) Bad
11. How do you find Nandini milk products
1) Attractive
2) Not Attractive
12. How much satisfied are u with nandini milk products
1) Very Satisfied
2) Satisfied
3) Fairly Satisfied
4) Not Satisfied
13. Have you encountered any problem or complaints
1) Yes
2) No
If Yes nature of complaint……………………………………….
14. Has the complaint been attended successfully
1) Yes
2) No
15. Any other suggestions towards the nandini milk
Products.
……………………………………………………………………
……………………………………………………………………
…
DATE: SIGNATURE
PLACE:
ANALYSIS AND DATA INTERPRETATION
FOR RETAILERS
Statistics
Period N Valid 56
Missing
0
Period
Frequency Percent Valid PercentCumulative
PercentValid less than 1
year4 7.1 7.1 7.1
1-2 years 11 19.6 19.6 26.8
2-3 years 15 26.8 26.8 53.6
more than 3 years
26 46.4 46.4 100.0
Total 56 100.0 100.0
Statistics
Margin Of Commission N Valid 56
Missing
0
Margin Of Commission
Frequency Percent Valid PercentCumulative
PercentValid very
satisfied15 26.8 26.8 26.8
satisfied 17 30.4 30.4 57.1
fairly satisfied
18 32.1 32.1 89.3
not satisfied
6 10.7 10.7 100.0
Total 56 100.0 100.0
Variation in Demand
Frequency Percent Valid PercentCumulative
PercentValid Yes 6 10.7 10.7 10.7
No 50 89.3 89.3 100.0
Total 56 100.0 100.0
Effiient Supply
Frequency Percent Valid PercentCumulative
PercentValid Yes 48 85.7 85.7 85.7
No 8 14.3 14.3 100.0
Total 56 100.0 100.0
Opinion on Nandini Milk Products
Frequency Percent Valid PercentCumulative
PercentValid Very
Good32 57.1 57.1 57.1
Average 22 39.3 39.3 96.4
Bad 2 3.6 3.6 100.0
Total 56 100.0 100.0
Suppliers on Schedule
Frequency Percent Valid PercentCumulative
PercentValid Yes 45 80.4 80.4 80.4
No 11 19.6 19.6 100.0
Total 56 100.0 100.0
Mode of Payment
Frequency Percent Valid PercentCumulative
PercentValid Cash 56 100.0 100.0 100.0
If Bulk Order will you get Immediae Supply
Frequency Percent Valid PercentCumulative
PercentValid Yes 11 19.6 19.6 19.6
No 45 80.4 80.4 100.0
Total 56 100.0 100.0
Damge Goods
Frequency Percent Valid PercentCumulative
PercentValid Yes 42 75.0 75.0 75.0
No 14 25.0 25.0 100.0
Total 56 100.0 100.0
Promotional Strategies
Frequency Percent Valid PercentCumulative
PercentValid Very
Good25 44.6 44.6 44.6
Bad 24 42.9 42.9 87.5
7 7 12.5 12.5 100.0
Total 56 100.0 100.0
Executive Visit
Frequency Percent Valid PercentCumulative
PercentValid Very
often2 3.6 3.6 3.6
Often 15 26.8 26.8 30.4
Never 39 69.6 69.6 100.0
Total 56 100.0 100.0
POP and Displays
Frequency Percent Valid PercentCumulative
PercentValid Excellen
t2 3.6 3.6 3.6
Good 13 23.2 23.2 26.8
Average 25 44.6 44.6 71.4
Bad 16 28.6 28.6 100.0
Total 56 100.0 100.0
QUESTIONNAIRE (RETAILERS)
I, Mr DARSHAN.K MBA Student of MIM Manipal,
conducting study to evaluate “CONSUMERS PERCEPTION
AND RETAILERS OPINION TOWARDS NANDINI MILK
PRODUCTS” at Mother Diary, kmf
I request you to kindly spare few minutes of your schedule to
answer the following questions
1. Name: …………………………………………
2. Address: ……………………………………………………
……………………………………………………………………
3. Since how long are you dealing with Nandini milk products.
1) Less than 1 year
2) 1-2 years
3)2-3 years
4) More than 3 years
4.What is opinion on the margin of commission given for nandini
Milk products.
1) Very Satisfied
2) Satisfied
3) Fairly satisfied
4) Not satisfied
5. Do you find seasonal variations in demand for nandini milk
Products.
1) Yes
2) No
6. Are the products supplied effiently throughout the year
1) Yes
2) No
7. What is your opinion on nandini milk products
1) Very good
2) Average
3) Bad
8. Are suppliers as per schedule.
1) Yes
2) No
9. What is your mode of payment.
1) Cash
2) Credit
10. If you get bulk orders will you get immediate supply.
1) Yes
2) No
11. Do you come across any damaged goods.
1) Yes
2) No
12. Does consumers complain about the product.
1) Yes
2) No
13. If yes what kind of complaints
………………………………………………………………………
……………………………………………………………………
14. Does the executive visit often.
1) Very often
2) Often
3) Never
15. Opinion on the promotional strategies of KMF.
1) Very Good
2) Average
3) Bad
16. How do you rate the displays and POP of KMF
1) Excellent
2) Good
3) Average
4) Bad
17. What are your suggestion for the success of nandini milk
products
………………………………………………………………………
………………………………………………………………………
DATE;
PLACE; SIGNATURE
SUMMARY OF FINDINGS
FINDINGS FROM THE CONSUMERS
It was found from the survey that majority of the respondents of them are
housewives and in the age group of 31-40
The survey shows that the access to Nandini Milk is quite convenient
for most of the respondents.
The opinion about quality is excellent
Most of the respondents were influenced by the taste of the Nandini
Milk products.
More than half of the respondents of them consider the price of the
Nandini Milk products as moderate.
The packaging is view as good by the consumers.
Out of 100 respondents an majority of the respondents majority of them
came to know about the product by the family and the friends
Consumers consider Amul as the next better product
FINDINGS FROM THE RETAILERS
Most of the retailers are holding the dealership for more than 3 years but
they are not satisfied by the margin of commission.
Even though the supply is on time when there is a bulk order there is no
back up by the KMF.
Most of the retailers have good opinion on the nandini milk products but
they receive some damage goods.
Retailers also like consumers feel there is lack of promotion to the
products and no executive visit at all.
SUGGESTIONS & CONCLUSION
“Consumer is king” is the traditional beliefs amongst the Indian businessmen. It
holds good even today and will be more so in the highly competitive days ahead. .
The emphasis on quality relates not only to product quality but also to the quality
of service.
Retailers dealing with Nandini Milk Products has to be given more
incentives to push the sales of Nandini Milk Products.
Due to the increasing competition the company has to adopt new and
improved promotional strategies to attract new and retain existing
customers through better relationship with the retailers.
It is better to conduct a continous or periodic market research to identify
the position of the market and to know about the changes what customers
want in their products.
Considering greater market demand the research suggested Nandini to
adopt middleman as well as retailer in order to proper distribution and
smooth functioning of the product in the market.
The density of milk should improve in order to get better quality of the
product.
During the survey it has been observed that the purchasing decision are
mostly guided by the availability of the product. So the company has to
make optimum use of its present distribution system to make the product
available through agents and retailer outlets throughout the day, if possible.
With a view of motivating employees and agents, it is recommended that
the company provide bonus, retirement benefits and reward respectively for
doing their job better.
Company should increase “Nandini Milk Products” parlor at different
places of city. As demand is more at Matikere , Mekri circle and
Rajajinagar they have to give special importance to these areas.
It has been observed that sometimes retailers suggest the consumer for
buying the particular brand because they get higher commission as
compared to other brands. So, it is recommended to the company that
should think for giving attractive commission to the retailers if possible,
otherwise company could give some reward if they achieve more targets.
CONCLUSION
From the above findings we can conclude that Nandini is doing better in
marketing of the milk and milk products by keeping into consideration the
aspects like price, quality, availability but it is some what lacking in its
promotional activities as per the survey conducted to the retailers with regard to
their perception towards Nandini milk products in Bangalore City North . It is
competing with other brands by acquiring a greater market share so it is
necessary to take the steps with regard to promotional activities to both the
retailers and consumers to build its brand name and acquire a greater market
share.
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