mishra sir project report
DESCRIPTION
m b a rural managementTRANSCRIPT
SUMMER TRAINING PROJECT REPORT
ON
CONSUMER AWARENESS AND BUYING PATTERN OF PARAG PRODUCT
UNDER THE GUIDANCE OF
MR. PARTH
SUBMITTED TOMR. KUSHENDRA MISHRA
Assistant ProfessorDepartment of Rural Management
BBAU, Lucknow
SUBMITTED BYKAVITA VERMA
MBA IIIrd semDepartment of Rural Management
BBAU, Lucknow
DEPARTMENT OF RURAL MANAGEMENT
BABASAHEB BHIMRAO AMBEDKAR UNIVERSITY
LUCKNOW, INDIA
ACKNOWLEDGEMENT
First and foremost, I would like to thank my loving parents Mr. Govind Verma and
Late Mrs. Pushpa Verma who have blessed me and motivated me to pursue higher goals in life.
I would like to express my sincere gratitude to my guide Assistant Professor Dr. K. M.
Mishra, Department of Rural Management, BBA University, for his extraordinary guidance,
understanding, encouragement and inspiration.
I owe my deep regards to Mr. M. S. Khan, Head of Department, Department of
Rural Management, BBA University, Lucknow, for guided me at every small step and for his
constant encouragement throughout the tenure of my training work.
Mr. Parth, Marketing Manager, Parag Lucknow, has provided me valuable
suggestions throughout the tenure of my training work. In spite of heavy responsibilities and
busy schedules, they always managed time to provide proper guidance.
The project has given me a full exposure of the theoretical part, which has been effectively
followed in the practical part in an organization. Lastly I am thankful to all the member of this
industry who has given me valuable information in part of my summer training project.
Place: Kavita Verma
Date:
.
TABLE OF CONTENT
1. INTRODUCTION
2. COMPANY PROFILE
3. RESEARCH METHODOLOGY
4. DATA ANALYSIS
5. RECOMMENDATION
6. CONCLUSION
7. LIMITATIONS
8. QUESTIONNAIRE
9. BIBLIOGRAPHY
INTRODUCTION
INTRODUCTION
Milk and milk product are a vital source of nutrition and health. Milk is processed through various stages to derive at products in different forms like butter, ghee, cheese, etc. PARAG is prominent manufacturer, exporter and supplier of a number of dairy products. Parag dairy skilled workforce possesses immense experience of commissioning and installing various dairy plants, making us a noted service provider in different district of the Uttar Pradesh. India is one of the most exciting and fast growing markets in the world. But with its 30 states, 17 languages, and innumerable traditions and cultural nuances, it poses unique challenges for any marketer. Parag understand the Indian consumer and her growing expectations and aspirations.
Parag has a large network of distributors covering most of India. Parag market and distribute products both in its brands and in brand owned by PCDF principals. Efficient logistics bring down the distribution cost. The parag dairy handle ambient, chilled and frozen products. The range of consumer products includes ghee, butter, milk, and dairy creamers.
The parag impressive product range includes dairy equipments , dairy evaporators , spray dryers ,milk processing plants ,ghee plants, butter melting units , butter churning units, fluidized bed dryers, milk storage tanks , etc.
The market research was done with primary objective of studying the role of PARAG in providing PARAG products to the consumer easily and according to their taste, major objective of my study was-
To know the actual demand of parag product at various booth, To know the consumer perception about parag product, know what is the image of organization in the market. To know why consumer are purchasing parag products and know the market potential regarding parag product.
To keep things in the mind that as ever changing competitive business environment. Now thoughts and ideas should pour in to its research and development to innovative its existing products which should be beyond competitors’ comprehension. It is also gives the idea of the potential of business in the future & the fluctuation in prices from time to time and from product to product. Special reference is made to the improvement of quality of product in terms packaging and product innovation advertisement and way means to cut down competitors.
COMPANY PROFILE
ABOUT THE ORGANISATION
NAME OF THE ORGANIZATION LUCKNOW PRODUCER’S CO-OPERATIVE MILK UNION LTD.
ADDRESS OF ORGANIZATION 22 JAPLING ROAD LUCKNOW
ESTABLISHED 1938
REGISTRATION 23rd MARCH 1938
FOUNDER Mr. RAJ BAHABUR GOPAL LAL PANDYA
BOARD OF DIRECTORMr. GOPAL PANDYAMr. N.C.CHAURVEDIMr.TEJ SHANKARMr. PUSHKAR NATH BHATT
LOCATIONINITIALLY CHARBAGH,NOW PRESENT IN 22, JOPLING ROAD, LUCKNOW.
AREA OF DISTRIBUTION INITIALLY BAKSHI KA TALAB,TELI BAGH,SOUTH CITY,TEWARIGANJ, AT PRESENT ENTIRE DISTRICT
Pradeshik Cooperative Dairy Federation (UP)(PCDF) 1.68m Parag PCDF with brand name of PARAG is the biggest cooperative dairy federation in Uttar Pradesh. The success of Parag resulted in similar organizations being setup by the state governments throughout India, most of which had reasonable success.
Examples are:
(1) Milma in Kerala(2) Amul in Gujarat(3) Vijaya in Andhra Pradesh(4) Aavin in Tamilnadu(5) K.M.F(Nandini) Karnataka(6) Sudha in Bihar(7) Omfed in Orissa(8) Saras in Rajasthan(9) Verka in Punjab (10) Aanchal in Uttaranchal(11) Vita in Haryana and others
Parag dairy was incorporated in middle of the 19th century with an intension of providing an organized facility of milk collection for the village level farmers situated in different districts of UP. Parag dairy started with milk collection of about 0.30 lakh(30,000) litres in the first year of operation and today has steadily grown to over 3.25 lakh( 0.32) litres per day and has a financial turnover Rs. 150 crores( Rs.1500 million/US$ 33 million).
Parag with its many plants spread almost all over the district has an installed milk handling capacity of over 5 lakh (0.50 million) litres per day.
The main plant of Parag is equipped with Pasteurizer, homogenizer, cream separator, ghee processing, automatic packing of products and other quality testing devices and well equipped labs. Parag has an installed processing capacity of 2 lakh(0.2 million) litres per day.
Parag manufacturers / Distributers products like Pasteurized/ Homogenized –Cow/ Standard Milk, Pure Ghee, Milk Cake, Paneer, White butter, Table Butter, Skim Milk Powder, Instant Milk Powder, Instant Milk Mix, Pasteurized Butter etc and in the near future plans to introduced sterilized products like Bottled flavoured milk. All these products are available at Parag owned parlors at various locations in lucknow city and through appointed distribution and retailing circuits. Very soon parag plans have introduced an online ordering system for its distributors/ retailers and consumers.
Parag products have been use in lakh of homes in uttarpradesh since 1961. Parag milk, parag ghee, parag paneer, parag white butter and parag milk powder have made parag a leading food brand in all districts of Uttar Pradesh. Today parag is a symbol of high quality milk products sold
reasonable prices, the genesis of a vast co-operative network triumph of indigenous technology, the marketing survey of farmers’ organizations.
PARAG
The common brand name of the compnay is “PARAG” the meaning of PARAG is pollen of flower the slogan in the logo is:-PURE NATURAL & GOOD HEALTH
Parag milk shed situated in the lucknow, the capital of Uttar Pradesh since independence it has formed part of taditional supply line of agriculture products from the village to the big cities rich in its milk potential the milk shed has, in the source of last few decades been thoroughly exploited by small traders and powerful contractors and well organized private dairies. Thus, such intermediaries were retaining large profits the rural milk producers found their position deteriorating day by day.
In 1950-a co-operative milk supply union was organized in Lucknow, which started collecting milk from village and supplied to Lucknow and local markets. This milk union continued function for about a decade , in the mean time Lucknow milk scheme was established by government of India in 1959-60 to ensure cheaper milk to the local population of Lucknow. The scheme started through 12 chilling centers in Easterns Utter Pradesh. These chilling centers were mainly coated in their district of lucknow, Barabanki, Raebareli, kanpur, Unnao, Sitapur etc. The milk was mainly collected through contractors. 10 milk unions were also found almost at the same time , around each chilling center. These continued functioning in a rather lop-side manner till 1977.
Gradully all the milk union almost become defunctioning and was supplying very little quantity of milk during the year 1970-77. Obviously contractors had monopoly and collected major share of milk which was either supplied to Lucknow or to the local population of the city.
This program was launched in Uttar Pradesh in 1972 and the implementing agency was the pradeshik co-operative dairy federation limited which was formed in the year. The basic idea was to replicate anand pattern societies in Uttar Pradesh . In august September 1972 organization of socities in Lucknow distric was taken up bar out , Mohanlalgang, Amusi blocks. A spear head team from national dairy development board wasposted in Lucknow , which started functioning from april 1978 with a team of 27 employees drawn from Lucknow milk 198 milk procurement cooperative societies by the year 1981, when the operation flood-14 program ended.
Feeded balancing dairy, Lucknow Producer’s Co-operative Milk Union Ltd was set up under operation flood-1 program with the specific purpose of supplying milk of local markets and other districts .
Daries and conversion surplus milk in to various daries products. This dairy is situated in the middle of Lucknow. The dairy was commissioned in April 1978 and processed the liquid milk from the them milk shed comprising Lucknow, Raebareli, Barabanki and Unnao.
Parag is a brand name for a range of milk products manufactured & distributed by PCDF. The
total product range under the Parag brand name include Ghee, Table Butter, Skimmed Milk
Powder (SMP), Whole Milk Powder (WMP), Dairy Whitener & an array of indigenous products
like Paneer, Mattha, Flavoured Milk, Curd, Peda, Milk Cake, Khoa besides all varieties of milk.
The name Parag has become synonymous with high standards of hygiene & quality. This is
because the products are processed using the most modern technology & sophisticated
machinery. Quality is controlled at as many as five stages under the close observation of trained
technicians and all products conform to highest standards. As a result, the products retain their
natural purity & goodness. And the goodwill & loyalty of its consumers.
Parag Products List
S.no. Product Packing
1.0 Liquid Milk
1.1 PARAG Gold (F.C.M.) 5 Ltr, 1 Ltr, 500 ML
1.2 PARAG TAZA (Tonned) 1 Ltr, 500 ML, 180 ML
1.3 PARAG LITE (DTM) 500 ML, 200 ML
1.4 Parag Super Milk 500 ML
1.5 Homoganised Standerd Milk Loose
1.6 Standerd Milk (Loose) Loose
2.0 GHEE
2.1 Poly Pack 1000 ML, 500ML, 200 ML
2.2 Sika Pack 1000 ML, 500ML
2.3 Tin (Agmark & Non Agmark) 15 Kg
3.0 Table Butter 500Gm,100Gm,50Gm,20Gm
4.0 Paneer 1 Kg, 200 gm, 100 gm
5.0 Peda 250 gm
6.1 Sweet 200 ml, 100 ml
6.2 Plain 200 ml, 100 ml
7.0 Flavoured Milk 200 ml, 100 ml
7.1 Plain 200 ml
7.2 UHT 200 ml
8.0 Curd Milk (Mattha) 200 ml
9.0 Chhach 500 ml
10.0 Kheer 100 gm
10.1 Rice kheer 100 ml
10.2 Chhena kheer 100 ml
11.0 Besan Laddoo 250 gm
12.0 Khoya 1 Kg, 500 gm
13.0 Rasgolla 1 Kg, 500 gm, 200 gm
14.0 Gulab Jamun 1 Kg, 500 gm, 200 gm
15.0 Kalakand 1 Kg, 500 gm, 250 gm
16.0 Rajbhog 500 gm, 250 gm
AN INTRODUCTION OF FMCG INDUSTRY:
The FMCG sector is a cornerstone of the indian economy. This sector can drive growth, enhance quality of life , creat jobs , and support penetration of technology. A vibrant sector can boost agricultureal product and export. It contributed to the excheqer significantly, disperse technology across the value chain and usher in the product innovation. This innovation can improve Indian Health Standards.
Fast Moving Consumer good (FMCG) industry has a long history. However, the indian FMCG began to take shape only during the last fifty-odd years Today, the Indian FMCG industry continues to suffer from a definition dilemma. In fact, the industry is yet to crytallize in term of definition and market, size, among others.
The definitional confusion that has marked the indian FMCG industry is getting confounded. Some others call it the CPG industry and some even call it the FMCG industry. The indian FMCG industry has suffered because of the confusion.
It is an industry which touches every aspect of human life from looks to hygiene to palate. Perhaps defining as industry whose scope is so vast ia not so easy.
The government is at crossroads not knowing how and where to slot the indian FMCG industry and unsuprisingly , the manner in which it has treated an industry which holds tremendous promise as producer of goods that pervade every day life has been only callous. The facts that the FMCG industry is a noteworthy employer and a major tax payer are being ignored.
The only thing that is cheering the industry are the reforms of the nineties. Post reforms, the industries is exited about a burgeoning rural population whose income are rising and which is a wiling to spend on goods designed to improve lifestyle. What is needed now is a change in the mindset of the mandarins, FMCG industry-friendly legislation are the needs of the hour. It does not matter whether changes are being brought about by dawning market realities or the ongoing economic reforms. One thing is certain here: The Indian FMCG industry has a promising future to look forward to.
In term of growth potential, the indian market is a great horse to bet on. With alittle help and understanding from the government, the Indian FMCG can realize its true potential.
So far it has a checked graph for the MNC’S operating in the Indian FMCG industry. Domastic companies are only begning to make their presence felt in the industry.
MILK PRODUCTS
3.1 BUTTER:
It contains less than 80% milk fat and more than 15% moisture and high acidity. It is prepared exclusively from milk cream of curd of cow or buffalo milk with out the addition of salt, color or any preservative and is intended for cooking or for preparation of ghee.
3.2 GHEE:
About 43 % of total quality of milk produced in india is manufactured first in to butter and then converted into ghee. Bulk of ghee derived from buffalo milk because it is richer in fat that cow milk . in parag surplus butter is mutted in steam jacket kettles. Which are eqipped with mechanical stirrers and heatted with steam till the moisture is removed.
3.3 PANEER:
In parag paneer is produced by the traditional method in which citric acid is added to the boiled milk and the milk immediately gets adulterated and water is seprated and paneer is obtained. It containes less than 50% fat of more than 60% of moisture.
3.4 OTHERS:
Skimmed milk powder, cake and khoya are other products produced by parag.
3.5 FUTURE PRODUCTS:
some new products like coffee power, ready to make ice-cream powder, baby food and other milk drinks are in testing stages.
3.6 PARAG’S MILK PRODUCTS:
Butter available in 20gm, 100 gm, and 500 gm packs.
Pure ghee available ½ kg.
Paneer available in 100 gm.
Skimmed milk power-in 500 gm cartons & 200 & 500 gm plastic bottles.
3.7 RATE OF PARAG’S PRODUCT
PRADUCT’S NAME WEIGHT(ML/GM/KG) PRICE RATE
MILK 200ML Rs. 5.00
MEETA DAHI 200ML Rs. 13.00
SADA DAHI 200ML Rs. 12.00
CHAVAL KHEER 100ML Rs. 8.00
CHHENA KHEER 100ML Rs. 13.00
FLAVORED MILK 200ML Rs. 7.00
CHHACHH 500ML Rs. 9.00
BESAN LADDOO 250GM Rs. 60.00
PEDA 250GM Rs. 60.00
RASGULLA 200GM Rs. 36.00
RASGULLA 500GM Rs. 90.00
GULAB JAMUN 200GM Rs. 40.00
GULAB JAMUN 500GM Rs.100.00
DESHI GHEE 500GM Rs. 151.00
DESHI GHEE 1LITRE Rs. 300.00
KLAKAND 1KG Rs. 260.00
PANEER 100GM Rs. 20.00
RAJBHOG 1KG Rs. 260.00
QUALITY CONTROL
Quality control is an essential and most important department for any manufacturer. Today every organization has efficient quality control system.
Quality control is dependent upon only practical (survey analysis and right procedure). In D.U.S.S. Ltd. Lucknow at reception point of milk from different societies (Producers Villagers) Milk is collected and basic test are carried out quickly after cleaning it is send for further processing. finally after pasteurization three type of milk obtain that is full cream milk . Toned milk, janta milk. Milk procedure out through some stages which is given below:
1- ORGANO LEPTIC TEST:
It passes through three stages this is the first type of testing milk.
Seeing Smell Testing
2- CLOT ON BOILING TEST:
After testing checking is done between good and poor milk.
Formalin test Soda test Urea test Sugar test Caustic test
These test are based on clot on boinding test
3- SPC (Standard plate count)TEST:
In this type of testing not more than 25000 Bacteria’s should be present in one ml of milk.
CLR(Correct Lacto Meter Reading)TEST:
In this type of testing is done to find out quality of water in milk.
11% to 13.5% should be is lactic acid in the milk.
4- M.B.R.T.(Mythyl Blue Reduction Test):
M.B.R.T. test is done for milk pasteurization. Heating temperature should be 72 to 80 degree centigrate. Chilled temperature should be 5 degree below.
S.N.F.Test(Solid not fat):
S.N.F. test is based on lactometer test .
S.N.F.=CLR/R x .2 X fat % +.29 (this formula is used by big lactometer)
S.N.F.=CLR/R x .2 x 5%+.50 (this formula is used by small lactometer)
5- AFTER STERILIZATION NUMBER OF VITAL TEST ARE EXECUTED:
TOTAL SOLID TEST ACIDITY TEST SUCROSE TEST TEXTURE TEST MILK FAT TEST
Milk fat test is used in GURBUR MACHINE and ACID.
FAT=5ML(Sulfuric Acid)+10ML Milk+1 ML(Ethyl Alcohol)
This mixture is rotated in GURBUR MACHINE and quantity of fatin milk is seen. This most important test i.e. phosphorous test and Methyl Blue reduction test.
Phosphorous test is user for confirm the pasteurization of milk. MBRT(Methyl blue Reduction test) is use for maintaining appropriate quality of milk in
every half an hour. It is done with full responsibility and care so that the offered product to the consumer could be reached with appropriate CALORIFIC VALUE.
MILK PROCUREMENT BY THE UTTAR PRADESH MILK CO-
OPERATIVES
Uttar Pradesh milk co-operatives are contributing immensely to the Indian dairy industry, the
highest milk producer in the world. The impact of Uttar Pradesh milk co-operatives can be
ascertained from their role in the private and co-operative systems. With the launch of innovative
technologies Uttar Pradesh is now being able to enhance their milk production acutely. The
merging of the rural and the urban contribution to the dairy production in Uttar Pradesh forms
the Uttar Pradesh milk co-operative union. This induces rapid growth and development in the
dairy production. The Uttar Pradesh milk co-operatives are significantly engaged in the
production, procurement, processing and marketing of milk. The Pradeshik Co-operative dairy
federation in Lucknow facilitates the marketing and distribution of milk in Uttar Pradesh.
In 1999-2000 Uttar Pradesh procured milk of 7.19 Lakh kg Per Day to 7.09 Lakh kg Per Day.
According to an authentic source it procured 15, 943 tonne thousand milk in the year 2003-2004
as against 2.89 lakh tonnes in 2000-2001.
List of Uttar Pradesh co-operative unions
NAME LOCATION
Agra Dugdh Utpadak Sahakari Sangh Ltd Agra
Aligarh Dugdh Utpadak Sahakari Sangh Ltd Aligarh
Allahabad Dugdh Utpadak Sahakari Sangh Ltd Allahabad
Azamgarh Dugdh Utpadak Sahakari Sangh Ltd Azamgarh
Badaun Dugdh Utpadak Sahakari Sangh Ltd Badaun
Ballia Dugdh Utpadak Sahakari Sangh Ltd Ballia
Banda Dugdh Utpadak Sahakari Sangh, Banda
Banda Dugdh Utpadak Sahakari Sangh, Banda.Barabanki Dugdh
Utpadak Sahakari Sangh Ltd,Barabanki.
Bareilly Dugdh Utpadak Sahakari Sangh Ltd, Bareilly.
Bijnore Dugdh Utpadak Sahakari Sangh Ltd, Bijnore.
Bulandshahr Dugdh Utpadak Sahakari Sangh Ltd Bulandshahr.
Etah Dugdh Utpadak Sahakari Sangh Ltd, Etah.
Etawah Dugdh Utpadak Sahakari Sangh Ltd, Etawah.
Farrukhabad Dugdh Utpadak Sahakari Sangh Ltd, Fatehgarh.
Fatehpur Dugdh Utpadak Sahakari Sangh Ltd, Fatehpur.
Ferozabad Dugdh Utpadak Sahakari Sangh Ltd, Shikohabad.
Gangol Sahkari Dugdh Utpadak Sangh Ltd, Meerut.
Ghaziabad Dugdh Utpadak Sahakari Sangh Ltd, Hapur.
Ghazipur Dugdh Utpadak Sahakari Sangh Ltd, Ghazipur.
Gonda Dugdh Utpadak Sahakari Sangh Ltd, Gonda.
Gorakhpur Dugdh Utpadak Sahakari Sangh Ltd, Gorakhpur..
Hamirpur Dugdh Utpadak Sahakari Sangh, Hamirpur
Hardoi Dugdh Utpadak Sahakari Sangh Ltd, Hardoi.
Jalaun Dugdh Utpadak Sahakari Sangh Ltd Orai
Jaunpur Dugdh Utpadak Sahakari Sangh Ltd, Jaunpur
Lucknow Producers' Coop Milk Union Ltd Lucknow
Kanpur Dugdh Utpadak Sahakari Sangh Ltd, Kanpur
Mainpuri Dugdh Utpadak Sahakari Sangh Ltd, Mainpuri
Mathura Dugdh Utpadak Sahakari Sangh Ltd, Mathura.
Mirzapur Dugdh Utpadak Sahakari Sangh Ltd, Mirzapur
Moradabad Dugdh Utpadak Sahakari Sangh Ltd, Moradabad
Muzaffarnagar Dugdh Utpadak Sahakari Sangh Ltd, Muzaffarnagar.
Pratapgarh Dugdh Utpadak Sahakari Sangh Ltd, Pratapgarh
Rae Bareili Dugdh Utpadak Sahakari Sangh Ltd,. Rae Bareli
Saharanpur Dugdh Utpadak Sahakari Sangh Ltd, Saharanpur.
Shahjahanpur Dugdh Utpadak Sahakari Sangh Ltd, Shahjahanpur.
Sitapur Dugdh Utpadak Sahakari Sangh Ltd, Sitapur.
Sitapur Sultanpur Dugdh Utpadak Sahakari Sangh Ltd, Sultanpur.
Unnao Dugdh Utpadak Sahakari Sangh Ltd, Unnao.
Varanasi Dugdh Utpadak Sahakari Sangh Ltd, Varanasi.
LITERATURE REVIEW
Although a number of research studies have been done on the various factors influencing
consumer purchase decisions , the documentation of the significant role played by family, brand,
taste, price and availability in consumer buying decision making.
Brodowsky & Glen Howard (1997) study the role of consumer purchase decision.The finding
were that high and low ethnocentric consumers used the information differentily and hence the
model could be useful for the consumer when they purchase the product.
Ariely Dan (1998) researched the role of interactivity in consumer decision making and
preferences.
Wickliffe and Vanessa prier (1998) did a cross analysis of the relationship between decision
making styles , consumer demographic and product characteristics.
Owens and Deobrah Iynn (1997) studies the effect of integrating information from
advertisement and word- of- mouth on consumer processing and response to product
information.
Talukdar and Bebabrata (1995) did a theoretical and empirical investigation into consumer
brand choice process under information uncertainity . some researches done on some aspect of
brand , price , taste and availability.
Purchase decision by Bealty & Talpade Foxman , Tanushaj & Ekstrom (1989) adolescent-
parent interaction in buying decision making and the consumption implication of family structure
were revied.
The article expand the knowledge base of factors influencing buying behavior by exploring the
various roles performed by the family member , brand image of organization, price of product,
availability of PARAG milk and its product , taste of product ,quality of product in buying
decision making of consumer.
Intermediaries and interface between the marketers and the consumers. For them to indulge in
effective marketing communication.it is imperative that organization also have understanding of
family, social influence , brand name, taste , price , quality in consumers in buying decision
making. This study reflect on dealers’ opinion about the various buying role in family and social
influences etc. and ascertain the extent of compatibility between their opinion & actual consumer
behavior.
This study will hence determine the dynamics of consumer decision making, family member
involved , what role they play , and who has major influence in the purchase of the dairy
product . it will provide a frame work based on marketers can develop effective marketing
strategies targeted at the appropriate person.
RESEARCH METHODOLOGY
OBJECTIVE OF THE RESEARCH
The market research was done with primary objective of studying the role of parag in providing parag products to the consumer easily and according to their taste. Major objective of my survey was-
to know the actual demand of parag product at various booth.
to know the consumer perception about the parag products and the positive and negative aspect of the organization.
to know , what is the image of the organization in the market. to know why consumer purchase the parag product? to know the appropriate delivery time of parag milk product. to find the marketing potential regarding parag milk.
Several scientific methods help to collect appropriate data and help to decide sample size and appropriate sample size give correct results.
As my research is on consumer awareness and buying pattern of parag product so research methodology was done by collecting data of two types :- -primary data -secondary data
a) Primary Data Primary data has been collected through questionnaire; this method is particularly useful for large enquirer .a questionnaire is a form which contains a series of questions and provides space for their replies to be filled in by the respondent himself. The questionnaire type was “structured & undisguised questionnaire”. Thus, I prepared questionnaire and then interviewed the respondent. Primary data collected mainly of two types- - Survey
- Sample survey
Survey refers to collecting of data from the entire population. The most common form of lucknow. Sample refers to a picture taken from a population. The conclusion can be extrapolated to the entire population. The key is representative sample.
b) Secondary Data I had also collected some secondary information related to parag product and its competitors from internet and other sources. About the type of parag product and the product line of parag have collected from internet.
Tools of analysis- graphs, pie charts, and simple average technique has been used to analyze the data.
METHODS OF DATA COLLECTION AND INSTRUMENT USED:
The most desirable approach with regards to the selection of the research methodology depends on the nature of a particular problem, time and resources available along with the desired level of accuracy.
As far as the method of data collection is considered both primary and secondary data sources have been used.
All the previous data statistical data and information are collected from secondary sources i.e from files books and records of parag , where as primary data collection is done through questionnaire method.
SAMPLING PLAN
(A)TYPE OF UNIVERSE: the type of universe selected in sample design of my research is finite universe.
(B) SAMPLING UNIT: customers and consumers.
(C) SAMPLE SIZE: the sample size is inclusive of 1 categorie; the sample size is used for research as 80 consumers.
(D)SAMPLING PROCEDURE: - the size of the sample has been kept restricted to 80 only for ease and authentically of study. E
RESEARCH INSTRUMENT
The research instrument use for research was though questionnaire and interview. For analysis of data which has been collected through questionnaire use table and pie chart.
As we know there are two ways of collection of data:-
Questionnaire
Interview
QUESTIONNAIRE- It is a market research survey technique utilizing a list of questions answered separately by each survey participant. Questions may be closed – ended or open – ended. The answers to open – ended questionnaire are much more difficult to tabulate and analyse but provide more information than the surveyor might otherwise collect. Questionnaire are a good survey technique, because the cost ( printing , distribution , collection , analysis) is low relative to that of the other method such as personal interview , because participants can respond at their own convince , because no interviewer bias is introduced , and because responses can be kept.
INTERVIEW An interview is a face to face meeting, especially for the purpose of obtaining a statement for assessing the qualities of a candidate. It, further, indicates a physical meeting of people with two possible objectives.
-To obtain a statement or opinion – as is done when when film stars are interviewed to get their views on any particular role , or when the prime minister is interviewed to get statement on the result of his discussion with another political leader.
-To assess a person for selection – such as interview for job , admission to educational institutions, etc.
DATA ANALYSIS AND INTERPRETATION
DATA ANALYSIS AND INTERPRETATION
DATA ANALYSIS
Are you using PARAG product?
CATEGORY YES NO% OF RESPONSE 73% 27%
INTERPETATION-
After analysis it is clear that 73% of consumer using PARAG product and 27% are not using PARAG product.
Are you using milk, if yes from where?
CATEGORY PARAG GWALA GHOSI OTHERS% OF RESPONSE
40% 50% 7% 35
40
50
7
35
1234
INTERPRETATION-
40% consumer using PARAG milk, 50% taking milk from gwala, 7% from ghosi, 35% from others.
Do you think that PARAG products are worth the money paid by you?
CATEGORY YES NO% OF RESPONSE 70% 30%
70
30
12
INTERPRETATION-
After analysis it is clear that the consumer who using PARAG product 70% of them think that the money paid by them are worthy while the other 30% are think that money paid by them are not worth.
Which factor affects your purchasing criteria?
CATEGORY % OF RESPONSEPRICE 35%
BRAND NAME 15%TASTE 36%QUALITY 24%
35
1536
24
1234
INTERPRETATION-
Price affect 35%, brand name 15%, 36% taste and quality affect 24% of consumer when they purchase the product.
Which of the PARAG product do you consume most?
CATEGORY % OF RESPONSEFLAVOURED MILK 36%SWEET CURD 24%MATTHA 20%
PANEER 20%
36
24
20
20
1234
INTERPRETATION-
36% consume flavoured milk, 24% sweet curd, 20% mattha and 20% consume paneer.
Why you prefer that product?
CATEGORY QUALITY TASTE BRAND% OF RESPONSE 22% 46% 32%
22
46
32
123
INTERPRETATION-
The reason that causes the consumers to purchase the PARAG product 46% taste of the product, 22% quality of the product and 32% the brand name of the product.
Do you come across the problem regarding the non –availability of PARAG product?
CATEGORY YES NO% OF RESPONSE 44% 56%
44
56
12
INTERPRETATION-
44% consumer using PARAG product facing problem when PARAG product are not available 56%consumer switch to other brand when PARAG product are not available.
If other brands are available at the same quality, would you switch over?
CATEGORY YES NO% OF RESPONSE 40% 60%
40
60
12
INTERPRETATION-
40% consumer switch to other product, while 60% consumers do not switch to other brand product.
Do you want more number of PARAG booths to be set up in your location?
CATEGORY YES NO% OF RESPONSE 76% 24%
76
24
12
INTERPRETATION-
76% of consumer wants more number of PARAG booths near their location while 24% consumers were not interested in this.
Do you check the expiry date of PARAG product, before buying these?
CATEGORY YES NO% OF RESPONSE 75% 25%
75
25
12
INTERPRETATION-
75% consumers check the expiry date before buying product, while 25% are not.
RECOMMENDATION
RECOMMENDATION
The global economy today centers round technology, transnational .standardization and
management system play a major role in assimilation of technology, effecting economy in
operation and stimulating competitiveness. Standardization encapsulates technological results
and become a vehicle for technology transfer, while management systems are the key for
smoothening trade and satisfying customer requirements. Quality care was established in1995 to
pursue excellence in these emerging areas to meet the needs and requirements of organizations
and service establishment and:
(a) To promote better understanding and appreciation of the principles ,techniques and concepts
of standardization, quality management systems,(ISO 9000),environmental management
system(ISO 14000), total quality management(TQM), laboratory management systems(ISO
17025),occupational health and safety management systems, food safety management
system, CE making scheme and other allied management systems in industry and commerce.
(b) To provide consultancy and training in the fields of dairy product s standardization, product
certification, quality management system, laboratory management, total quality
management, human resource development, materials management, safety and health
management systems, knowledge based management system for the animals.
Quality cares pursue:
Quality is a professional dedication and devotion to meet needs and requirements on different
facet of organizational development and improvement. Quality is our first consideration in
whatever we do. Quality care since its inception has been pursuing its activities to realize its
vision, mission and core values.
Suggestions:
The aggressive marketing should be started as to stop the growth of the new
growing companies like creambell, amul etc.
Parag is a very big brand if parag want they can capture more than the 70% of the market. For
this there is a need of aggressive marketing, because now a day’s many companies like
creambell, amul trying to capture the market.
Parag dairy should start new innovative schemes.
Parag should concentrate more on delivery service.
Because most of the retailers are not satisfied with delivery.
Parag should increase the beat on those areas where retailers face the problem due
to less visit of sales man.
Parag should give reward to those retailers whose sales are high.
Parag should advertising on radio, television etc.
CONCLUSION
CONCLUSION
The consumer survey reveals some aspect of PARAG while pointing some major shortcoming.
The biggest assets of PARAG are the faith in its quality. It is pasteurized and additional vitamins
"A" is added to milk in order to provide better products to go to consumer’s .An over whelming
majority of consumers are satisfied with the quality of PARAG products and few people have
complained regarding this aspect PARAG thus provide the work done in quality control section
id paying off should keep it up.
Working for an organization like PARAG in lucknow region id pride for me and give a chance to
learn the marketing skill and help me to understand the real environment of bussiness and
lucknow market potential for dairy product help me lot.
In an area like lucknow needs a lot of planning has to be made before making any offer to the
consumer as for as the milk product to concern the competition is tough with reputed brand
which fighting for their share in the market.
But owing to its brand image, quality, price, and taste PARAG is undisputed leader in the
market, which result for higher sales for PARAG dairy product. As for as other avenues for sale
is concern like institutional selling and other bulk deal etc PARAG is far behind .As to cover
long distance and more effort to have to be done in this field, to increase its total revenue.
At last it was a great experience to me working with PARAG, a reputed brand in FMCG sector
because many of management guru’s said if you work successfully in FMGC sector than you can
survive easily in any sector.
LIMITATIONS OF
RESEARCH
LIMITATIONS OF RESEARCH
The project have done limitation which are as follows-
The study was conducted in the lucknow, only so the area of research was limited which may
affect the research conclusion slightly.
S
ome of the respondents were not interested to have parag brand because they have already other
brands.
Some of the respondent could not give their proper response due to lack of time.
The limitation of this project was that we were not able to commit any thing to retailers because
we have not such power.
The respondents were not enthusiastic.
QUESTIONNAIRE
QUESTIONNAIRE
Name-...............................
Address-...........................
Mobile no-.......................
Occupation -.....................
1-Are you using PARAG product?
(a) Yes (b) No
2-Are you using milk,if yes from where?
(a) Parag (b) Gwala (c) Ghosi (d) Others
3-Do you think that PARAG products are the worth the money paid by you?
(a) Yes (b) No
4-What factors affects your purchasing criteria?
(a) Price (b) Brand name (c) Taste (d) Quality
5-Which of the PARAG product do you consume?
(a) Flavored milk (b) Sweet curd (c) Mattha (d) Paneer
6-Why you prefer that product?
(a) Quality (b) Taste (c) Brand
7-Do you come across the problems regarding the non availability of PARAG products?
(a) Yes (b) No
8-If other brands are available at the same quality, would you switch over?
(a) Yes (b) No
9-Do you want more number of PARAG booths to be set up in your location?
(a) Yes (b) No
10-Do you seen the expiry date of PARAG product, before buying them?
(a) Yes (b) No
BIBLIOGRAPHY
BIBLIOGRAPHY
BOOKS REFERRED:
Beri G C -Marketing Research ( Tata McGraw-Hill )
Philip Kotler – Marketing Management ( Pearson Edition ), 12th Edition.
Kothari C R – Research Methodology (New Lucknow, Vikas Publication House) 11th
Edition.
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