(Ravi) Sales Promotion

7/30/2019 (Ravi) Sales Promotion

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DECLARATION

I SATYNARAYAN YADAV hereby declare that this project Sales Promotion is done

regarding the partial fulfillment for the award of BBA (V SEM) from VISM GROUP OF

STUDIES GWALIOR.

All the data is personally collected on the spot and not copied or sourced from outside.

Signed by Faculty Guide Signature of Student

Name: Name..

Date: .. Date:


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ACKNOWLEDGEMENT

It is my greatest opportunity to convey my sincere regards to those who have helped me a lot in

making this report.

Firstly I would like to convey my sincere thanks to my guide Mr.P.S TOMAR (MARKETING

MANAGER IN SANCHI DAIRY MILK) for his cooperation during the training period

despite his tight schedule without which it was impossible for me to complete this report. This

has been made possible due to consistent encouraging and timely guidance by my guide due to

whom the project has been completed within the stipulated period of time. I am thankful to DR.

BUSHRA MALIK (PRINCIPAL VISM).I am also thankful to Prof. Parmanand

for their sincere cooperation in making the project.

It is once again a pleasure to acknowledge my gratitude to worthy colleagues for their

constructive and valuable suggestions towards the improvement of this project report.


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PREFACE

I have a great pleasure and privilege that opportunity has been given to me to prepare a report on

the topic SANCHI DAIRY MILKunder the guidance ofMR. P S TOMAR (MANAGER IN

SANCHI DAIRY MILK GWALIOR)

The project report emphasis upon the whole information above serves door to door.

In this report I have tried to cover all the necessary facts which are required in a systematic

manner and tried to explain various facts clearly.

The language of the report has been kept as simple as it was possible for me so that it is familiar

to all the interest users and one can understand its contents just by reading only.


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INTRODUCTION

The dairy industries companies run mainly on the factors such as Price,

Availability, service frequency, affordability, taste and marketing. Price plays a vital role

because purchasing power is depend upon price and availability of that product, in case

distributors and retailers service matter a lot in Institutional business.

From chronic shortages of milk, India has emerged today as the largest producer of milk in the

world crossing 97 million tonnes. It is 'The Oyster' of the global dairy industry. It offers

opportunities galore to entrepreneurs worldwide, who wish to capitalize on one of the world's

largest and fastest growing markets for milk and milk products. A bagful of 'pearls' awaits the

international dairy processor in India. The Indian dairy industry is rapidly growing, trying to

keep pace with the galloping progress around the world.

The effective milk market is largely confined to urban areas, inhabited by over 25 per cent of the

country's population. An estimated 50 per cent of the total milk produced is consumed here. By

the end of 2007, the urban population is expected to increase by more than 100 million to touch

864 million in 2007 a growth of about 40 per cent. The expected rise in urban population would

be a boon to Indian dairying. Presently, the organized sector both cooperative and private and the

traditional sector cater to this market.


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ORGANISATION

ADDRESS GOLA KA MANDIR GWALIORDistricts Covered Gwalior, Bhind , Morena, Shivpuri,

DAtia Sheopur

Processing Capacity 2.00 Lakh Liter/Day

Drying Capacity 10 MT/Day

Chilling Capacity 0.63 Lakh Liter/Day

Dairy/Plant/Chilling Centres/ IMC units Banmore (morena), Mehgaon, DAboh,

Shivpuri, Sheopur, Datia DAbra.

Cattle feed Factory

Integrated Dairy Development Project Sheopur

Woman Dairy Development Project Morena

Clean Milk Production Project Gwalior Bhind, Morena Datia.

Products Various types of liquid milk, Ghee,

Skimmed Milk, powder , White Butter,

Shrikhand, Lassi, Peda, Flavoured Milk,

Butter Milk, Paneer , Curb


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INDIAN DAIRY INDUSTRY

A PROFILE

Indias dairy sector is expected to triple its production in the next 10 years in

view of expanding potential for export to Europe and the West. Moreover with WTO regulations

expected to come nto force in coming years all the developed countries which are among big

exporters today would have to withdraw the support and subsidy to their domestic milk products

sector. Also India today is the lowest cost producer of per litre of milk in the world, at 27 cents,

compared with the U.S' 63 cent. Also to take advantage of this lowest cost of milk production

and increasing production in the country multinational companies are planning to expand their

activities here. Some of these milk producers have already obtained quality standard certificates

from the authorities. This will help them in marketing their products in foreign countries in

processed form.

The urban market for milk products is expected to grow at an accelerated pace of around 33%per annum to around Rs.83,500 crores by year 2010. This growth is going to come from the

greater emphasis on the processed foods sector and also by increase in the conversion of milk

into milk products. By 2010, the value of Indian dairy produce is expected to be Rs 10,00,000

million.

Presently the market is valued at around Rs7,00,000mn

Pasteurization and bottling of milk on a large scale for organized distribution

was started at Aarey (1950), Calcutta (Haringhata, 1959), Delhi (1959), Worli (1961), Madras

(1963) etc.

Establishment Of Milk Plants Under The Five-Year Plans For Dairy


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Development all over India. These were taken up with the dual object of increasing the national

level of milk consumption and ensuing better returns to the primary milk producer. Their main

aim was to produce more, better and cheaper milk.

MILK PRODUCTIONIndia's milk production increased from 21.2 million MT in 1968 to more

than 100 million MT in 2008-09.

India is the largest producer of Milk in the World (replacing USA)

Per capita availability of milk presently is 250 grams per day, up from

112 grams per day in 1968-69.

India's 3.8 percent annual growth of milk production surpasses the 2 per

cent growth in population; the net increase in availability is around 2 per

cent per year.

INNOVATION

Bulk-vending - saving money and the environment.

Milk travels as far as 2,200 kilometers to deficit areas, carried by

innovative rail and road milk tankers.

Ninety-five percent of dairy equipment is produced in India, saving

valuable foreign exchange.


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ORGANISATION STRUCTURE

Name / Designation Phone Office Mobile No.

Information Officer Shri Prem Dwivedi

GM (Adm)

4253972/3/4/5

PBX - 323

94253 81810

Asstt. Information Officer Shri Ramesh Nanwani

AGM(A&PR)

4253972/3/4/5

PBX - 316

94069 00206

First Appellate Authority Shri SK Singh Gaur

GM (Mkt/ Cord)

4253972/3/4/5

PBX - 312

94069 00223


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ACTIVITIES OF MPCDF / MILK UNION ARE GOVERNED BY

3 MAJOR AREAS

FIELD OPERATION PLANT OPERATION MARKETING

FIELD OPERATION

The Field Operation activities begin with organization of Dairy Co-operative Societies in the

rural areas and end with milk transportation to the dairy dock. The basic Field Operations include

:-

Organization of Dairy Co-operative Societies on 'Anand' pattern.

Organizing milk producers farmers' training programs for formation of co-operatives,

awareness to co-operative principles & milk production enhancement techniques etc..

Procurement and transportation arrangement of milk.

Providing Technical Input services to the milk producer farmers for milk production

enhancement such as Animal Health Care (First Aid & Emergency), Artificial Insemination,

Balanced Cattlefeed and improved fodder seed etc.

Preference to economically weaker sections, small & marginal farmers, scheduled caste / tribe

categories in various activities.


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PLANT OPERATION

The plant operation activities begin with receipt of milk at the Chilling Centre / Dairy Dock and

end with dispatch of milk & milk products for distribution. The basic activities of Plant Operations

include :-

Reception of milk at Chilling Centre / Dairy Dock.

Testing of milk.

Milk Pasteurization

Milk Chilling

Milk Packing

Manufacturing & packing of Main products like Ghee, SMP, White Butter & Table Butter.

Manufacturing & packing of indigenous products like Shrikhand, Lassi, Peda, Salted & Plain

Butter Milk, Flavored Milk etc.

Storage of products


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MARKETING

The Marketing Activities at the Milk Unions/MPCDF can be summarised hereunder :-

Marketing of different types of milk in different pack sizes (Full Cream Milk, Standard Milk,

Toned Milk, Double Toned Milk, Skimmed Milk etc.) under the brand name "Sanchi".

Marketing of Indigenous fresh milk products (Ghee, Flavored Milk, Butter Milk, Shreekhand,

Sweet Curd, Mattha, Dahi, Lassi, Peda, Chakka, Mawa, Paneer etc.) under the brand name

"Sanchi" within the state.

Sales Promotion and advertising

Sale of surplus milk to the other cooperative Milk Unions under the State Milk Grid (SMG)

and to other Cooperative Organizations / Milk Unions outside the state under the National Milk

Grid (NMG).

Marketing of Ghee, Skimmed Milk Powder (SMP) and Table Butter under the brand name

"Sneha" by MPCDF (products manufactured by the Milk Unions) outside the state.

Consumer Awareness about Pasteurization of milk, "Quality" and "Hygiene" aspects of

"Sanchi" milk and milk products.

Distribution System for liquid milk and milk products in the towns.

Tapping new areas and townships for sales coverage.

Organizing campaigns against adulterated milk .


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PRODUCTION

SANCHI GOLD HIGH FAT MILK

Sanchi health is pasteurized full cream milk

Contains 6% and 9% solid not fat (SNF).

It has high nutritive value with body building proteins, bone forming minerals andvitamins.

Available in 500 ml and 1000 ml pouches in Ujjain, Bhopal, Indore, Gwalior & Jabalpur milkshed area.

SANCHI SHAKTI STANDARDISED MILK

Sanchi Shakti is pasteurized Standard Milk. Contains 4.5% fat and 8.5% solid not fat(SNF). It contains proteins, ,minerals and vitamins. Available in 500 ml pouches in Bhopal, Gwalior Jabalpur and Indore milk shed area.


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SANCHI URJA DOUBLE TONNED FLAVOURED MILK

Double toned sterilized flavoured milk Free from micro organism harmful to consumer health. Under packed conditions,does not

need refrigerated storage.

No formation of cream layer due to homogenization. Permitted fruit flavoures / essences together with permitted (matching) colors and sugar

are used.

Available in 200 ml glass bottles and poly packs. Manufactured and sold by Bhopal, Indore, Ujjain, Gwalior & Jabalpur Sahakari Dugdha

Sanghs from their exclusive milk parlours in towns and other agencies.

Best before 15 days.

SANCHI TAZA TONNED MILK

Pasturized and homogenized toned milk Contains 3% and 8.5% solid not fat(SNF). It is a balanced milk suitable for every age group .


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SANCHI SMART DOUBLE TONNED MILK

Sanchi health is pasteurized double tonned milk. Contains 1.5% fat and 9% solid not fat(SNF). It is homogenized milk which contains proteins,minerals and vitamins. Ideal milk (with less fat) for health conscious persons.

Available in 500 ml and 200 ml pouches in Ujjain, Bhopal, Gwalior, Indore and Jabalpurmilkshed area.

SANCHI SALTED BUTTER MILK (MATTHA)

Good beverage for quenching thirst by reason of its lactic acidity. Contains zeera, black pepper, salt to give it a nutritious value . It has nutritious values and therapeutic properties It is available in 200 ml poly pack . Shelf life is 2 days when stored under refrigeration SANCHI PLAIN BUTTER MILK (MATTHA)


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Good beverage for quenching thirst by reason of its lactic acidity.

It has nutritious values and therapeutic properties It is available in 500 ml & 1 litre poly pack . Manufactured and sold by Bhopal, Indore, Jabalpur, Ujjain and Gwalior Sahakari

Dugdha Sanghs from their exclusive milk parlours in towns/railway station and other

agencies

Shelf life is 2 days when stored under refrigerationSANCHI SHRIKHAND

Semi-soft, sweetish-sour, whole milk product prepared by traditional method from lacticfermented curd

The chakka is mixed with required amount of sugar and natural cardamom It is available in 100gm and 500 gm plastic cups . Manufactured and sold by Bhopal, Indore, Jabalpur, Ujjain and Gwalior Sahakari


agencies

Shelf life is 3 days when stored under refrigeration


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SANCHI LASSI

A delicious dairy product made from fresh milk and prepared from whole milk containssugar and permitted flavor.

Sanchi lassi contains appreciable amount of milk protien and pharpholipids and anexcellent beverage for quenching thirst.

It is available in 200 ml plastic glasses . Manufactured and sold by Bhopal, Indore, Jabalpur, Ujjain and Gwalior Sahakari


agencies



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SANCHI/SNEHAGHEE

Richest source of milk fat,prepared from direct heating of milk cream usually obtainedby normal separation of milk .

It has fine Grains, and good keeping qualities . Good source of Vitamn A,D,E & K Avaliable in duplex refill packs of 200 ml, 500 ml, 1litr, 5 ltr tin / jar, 15 ltr tin / jar . Manufactured and sold by Bhopal, Indore, Jabalpur, Ujjain and Gwalior Sahakari


agencies

Best before 180 days.

SUDANA - BALANCED CATTLEFEED

Balanced Cattlefeed very useful for growth and better milk yield of cattle. It contains

Moisturizer11% (Max.)

Protein - 20% (Min.)


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Fat2.5% (Min.)

Fiber12% (Max.)

Silica4% (Max.)

Salt2% (Max.)

Calcium0.5% (Min.)

Phosphorous0.5% (Min.)

Vitamin A 5000 IU / Kg

Available in 50 Kg poly bags.

Manufactured and sold by Bhopal & Indore, Sahakari Dugdha Sanghs.

SANCHI

PANEER

Obtained acis coagulation of high quality fresh milk .

Marble white in appearance having slightly spongy body Used for making varieties of meal. Manufactured and sold by Bhopal, Indore, Jabalpur, Ujjain and Gwalior Sahakari


agencies



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SOME PRODUCT OF SANCHI

MILK

Green Milk Diamond Milk Smart Milk Gold Milk Taza Milk

YOGHURTS

Noodles Shrikhand Curd Butter Lassi

MAIN PRODUCTS

Collection Ghee Skimmed Milk powder Table Butter

OTHERS


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ABOUT THE MILK

MILK :-

The lacteal secretion, practically free from colostrum, obtained by the complete milking of one

or more healthy cows and containing not less than 8.25% milk solids (not fat) and not less than

3.25% milk fat. Among mammals, humans utilize milk as a source of food. The dairy cow

supplies the vast majority of milk for human consumption, particularly in the United States;

however, milk from goats, water buffalo, and reindeer is also consumed in other countries.

Without qualification, the general term milk refers to cow's milk.

Average composition of milk is 87.2% water, 3.7% fat, 3.50/0 protein, 4.9% lactose, and 0.7%

ash. Whole milk and skim milk are classified as excellent sources of calcium, phosphorus, and

riboflavin because 10% of the daily nutritional requirement is supplied by not over 100 kcal (420

kilojoules).

These two beverages are also classified as good sources of protein and thiamine; and whole milk

i" a good source of vitamin A. To be classified as good, the source must contribute 10% of a

nutrient in not over 200 kcal (840 kilojoules). Milk is a good source of protein rich in all the

essential amino acids.


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BACKGROUND:-

Milk is a nutritive beverage obtained from various animals and consumed by humans. Most milk

is obtained from dairy cows, although milk from goats, water buffalo, and reindeer is also used

in various parts of the world. In the United States, and in many industrialized countries, raw

cow's milk is processed before it is consumed. During processing the fat content of the milk is

adjusted, various vitamins are added, and potentially harmful bacteria are killed. In addition to

being consumed as a beverage, milk is also used to make butter, cream, voaurt, cheese, and a

variety of other products.

HISTORY OF MILK

HISTORY:-

The use of milk as a beverage probably began with the domestication of animals. Goats and

sheep were domesticated in the area now known as Iran and Afghanistan in about 9000 B.C., and

by about 7000 B.C. cattle were being herded in what is now Turkey and parts of Africa. The

method for making cheese from milk was known to the ancient Greeks and Romans, and the use

of milk and milk products spread throughout Europe in the following centuries.

Cattle were first brought to the United States in the 1600s by some of the earliest colonists. Prior

to the American Revolution most of the dairy products were consumed on the farm where they

were produced. By about 1790, population centers such as Boston, New York, and Philadelphia

had grown sufficiently to become an attractive market for larger-scale dairy operations.

To meet the increased demand, farmers began importing breeds of cattle that were better suited

for milk production. The first Holstein-Friesens were imported in 1795, the first Ayrshires in


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1822, and theiirst Guernseys in 1830.

With the development of the dairy industry in the United States, a variety of machines for

processing milk were also developed. In 1856, Gail Borden patented a method for making

condensed milk by heating it in a partial vacuum. Not only did his method remove much of the

water so the milk could be stored in a smaller volume, but it also protected the milk from germs

in the air. Borden opened a condensed milk plant and cannery in Wassail, New York, in 1861.

During the Civil War, his condensed milk was used by Union troops and its popularity spread.

In 1863, Louis Pasteur of France developed a method of heating wine to kill the microorganisms

that cause wine to turn into vinegar. Later, this method of killing harmful bacteria was adapted to

a number of food products and became known as pasteurization. The first milk processing plant

in the United States to install pasteurizing equipment was the Sheffield Farms Dairy in

Bloomfield, New Jersey, which imported a German-made pasteurizer in 1891. Many dairy

operators opposed pasteurization as an unnecessary expense, and it wasn't until 1908 that

Chicago became the first major city to require pasteurized milk. New York and Philadelphia

followed in 1914, and by 1917 most major cities had enacted laws requiring that all milk be

pasteurized.

One of the first glass milk bottles was patented in 1884 by Dr. Henry Thatcher, after seeing a

milkman making deliveries from an open bucket into which a child's filth rag doll had

accidentally fallen. By 1889, his Thatcher's Common Sense Milk Jar had become an industry

standard. It was sealed with a waxed paper disc that was pressed into a groove inside the bottle's

neck. The milk bottle, and the regular morning arrival of the milkman, remained a part of

American life until the 1950s, when waxed paper cartons of milk began appearing in markets.

In 1990, the annual production of milk in the United States was about 148 billion lb (67.5 billion

kg). This is equivalent to about 17.2 billion U.S.

gallons (65.1 billion liters). About 370/0 of this was consumed as fluid milk and cream, about

32% was converted into various cheeses, about 17% was made into butter, and about 8% was

used to make ice cream and other frozen desserts. The remainder was sold as dry milk, canned

milk, and other milk products.


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.

THE MANUFACTURING PROCESS

Milk is a perishable commodity. For this reason, it is usually processed locally within a few

hours of being collected. In the United States, there are several hundred thousand dairy farms

and several thousand milk processing plants. Some plants produce only fluid milk, while others

also produce butter, cheese, and other milk products.

COLLECTING

Dairy cows are milked twice a day using mechanical vacuum milking machines. The raw milk

flows through stainless steel or glass pipes to a refrigerated bulk milk tank where it is cooled to

about 40 F (4.4 C).

A refrigerated bulk tank truck makes collections from dairy farms in the area within a few hours.

Before pumping the milk from each farm's tank, the driver collects a sample and checks the

flavor and temperature and records the volume.

At the milk processing plant, the milk in the truck is weighed and is pumped into refrigerated

tanks in the plant through flexible stainless steel or plastic hoses.


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SEPARATING

The cold raw milk passes through either a clarifier or a separator, which spins the milk through

a series of conical disks inside an enclosure. A clarifier removes debris, some bacteria, and any

sediment that may be present in the raw milk. A separator performs the same task, but also

separates the heavier milk fat from the lighter milk to produce both cream and skim milk. Some

processing plants use a standardizer-clarifier, which regulates the amount of milk fat content in

the milk by removing only the excess fat. The excess milk fat is drawn off and processed into

cream or butter.

PASTEURIZING

The milk--either whole milk, skim milk, or standardized milk-i~ piped into a pasteurizer to kill

any bacteria. There are several methods used to pasteurize milk. The most common is called the

hightemperature, short-time (HTST) process in which the milk is heated as it flows through the

pasteurizer continuously. Whole milk, skim milk, and standardized milk must be heated to 1610

F (720 C) for 15 seconds.

Other milk products have different time and temperature requirements.

The hot milk passes through a long pipe whose length and diameter are sized so that it takes the

liquid exactly 15 seconds to pass from one 'end to the other. A temperature sensor at the end of

the pipe diverts the milk back to the inlet for reprocessing if the temperature has fallen below the

required standard.


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HOMOGENIZING

Most milk is homogenized to reduce the size of the remaining milk fat particles. This prevents

the milk fat from separating and floating to the surface as cream. It also ensures that the milk fat

will be evenly distributed through the milk. The hot milk from the pasteurizer is pressurized to

2,500-3,000 psi (17,200-20,700 kPa) by a multiplecylinder piston pump and is forced through

very small passages in an adjustable valve. The shearing effect of being forced through the tiny

openings breaks down the fat particles into the proper size.

The milk is then quickly cooled to 400 F (4.40 C) to avoid harming its taste.

PACKAGING

The milk is pumped into coated paper cartons or plastic bottles and is sealed. In the United

States most milk destined for retail sale in grocery stores is packaged in one-gallon (3.8-liter)

plastic bottles. The bottles or cartons are stamped with a "sell by" date to ensure that the retailers

do not allow the milk to stay on their shelves longer than it can be safely stored.

The milk cartons or bottles are placed in protective shipping containers and kept refrigerated.

They are shipped to distribution warehouses in refrigerated trailers and then on to the individual

markets, where they are kept in refrigerated display cases.

CLEANING

To ensure sanitary conditions, the inner surfaces of the process equipment and piping system

are cleaned once a day. Almost all the equipment and piping used in the processing plant and on

the farm are made from stainless steel. Highly automated clean-in-place systems are

incorporated into this equipment that allows solvents to be run through the system and then


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flushed clean. This is done at a time between the normal influx of milk from the farms.

OPERATIONAL SETUP

&

RESEARCH METHODOLOGY

PLANNING OF THE SURVEY:-

Preplanning is sign quinine for any kind of survey. There must be some preliminary preparation.

First and foremost I decided the topic to work on and then prepared some questions related to the

topic considering every point of view. Finally, I framed the questionnaire consisting of relevant

questions in sequence. The one thing I specially cared in the preparation of the questionnaire is

the language. I used simple words and easy sentences to be fairly understood.

OBJECTIVE OF THE SURVEY:-

the The objective of any survey is to study the opinions of the respondents about the chosen

items. The opinions are drawn in the from of answers given to the set of questions in the

questionnaire. The topic of present survey is "Study of SANCHI DAIRY MILK"

SCHEDULE: Contents of the schedule are determined by taking into account the

aim of the survey and the subsequent collection of the information from the informal with the

help of a questionnaire. It is a vital part of the survey and has to b prepared with utmost good

care, once the contents of the schedule have bell determined.


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Questionnaire should be prepared in such a way that. . .

It ensures complete information and data required in minimum number of questions. The question should be worded in a simple language so that it may be easily

understandable to both the interviewer and as well as the interviewees.

The questionnaire design should be such that the information could be filled quickly andwith minimum errors and omission.

There should be multiple - choice questions whose answers could be given by putting atick mark.

There should be no ambiguity.


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TECHNIQUE OF DATA COLLECTION:

The foremost part of the survey is to prepare the tools of the data collection. Data have been

collected here through the questionnaire interviewing every customer at the time of survey. In

the primary data collection total 600 customers were interviewed. Some of the customers were

unable to give time for it because of their hectic schedule. The interview was the direct one and

the questions were asked in face to-face-situation.

During the time of data collection, the customers had to fill up the questionnaire at the very

moment before me. They also discussed some of questions with me. The reason for using the

direct method of interview was the accuracy of the personal interview.

DURATION OF THE SURVEY

The survey was started from 4th may 2008 and got completed in the first week of the June 2008

thus the duration of the survey was of 8-9 weeks.

REPORT WRITING

In this project report only a few things have been analyzed which are essential.

Few could not get analyzed due to the unreliable inform ation supplied by the respondent


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CONSUMER BUYING BEHAVIOR

Consumer buying behavior is influenced by the culture and subculture. Habits, likes and dislikes

of the people belonging to a particular culture or subculture can affect the marketing efforts of a

firm to a great extent. The social class to which the individual belongs tells about the type of

products the individual prefers. Other factors that influence the buying behavior are social factors

like reference group and family, personal factors like the age, life cycle and occupation, and

psychological factors like motivation, perception and attitudes of the customers.

Buying roles and buying decision constitute consumers decision-making behavior. A customer

can adapt various buying roles like initiator, influencer, decider, buyer, preparer, maintainer and

disposer in purchasing and using the products. Buying behavior helps marketers learn the

intensity and degree of involvement of customers in purchasing the products. Customer buying

behavior is broadly classified into three types. Extensive problem solving buying behavior is

exhibited when a customer buys high involvement, expensive and less frequently purchased

products. Consumers are involved in routine problem solving decision-making process, when

they purchase routinely purchased, low cost products. Variety seeking behavior is seen when

customers purchase low-involvement products.

Customers usually go through five stages in arriving at a purchase decision, though it might not

be so in all the cases. In the first stage, the customer identifies an unsatisfied need in him. In the

second stage, customers collect the information about the product and available brands through

personal sources, commercial sources, public sources or experiential sources. In the third stage,

the customers evaluate all the alternatives with the help of available information. In the fourth

stage, the customer makes a purchase decision. And finally in the fifth stage, he experiences post

purchase satisfaction or dissatisfaction.

Post purchase usage and disposal of the product is also of equal importance to the marketer, as it

can save cost and time of producing as well as help in protecting the environmental equilibrium.


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FACTORS INFLUENCING THE BEHAVIOUR OF BUYERS.

Consumer behaviour is affected by many uncontrollable factors. Just think, what influences you

before you buy a product or service? Your friends, your upbringing, your culture, the media, a

role model or influences from certain groups?

Culture is one factor that influences behaviour. Simply culture is defined as our attitudes and

beliefs. But how are these attitudes and beliefs developed? As an individual growing up, a child

is influenced by their parents, brothers, sister and other family member who may teach them

what is wrong or right. They learn about their religion and culture, which helps them develop

these opinions, attitudes and beliefs (AIO). These factors will influence their purchase behaviour

however other factors like groups of friends, or people they look up to may influence their

choices of purchasing a particular product or service. Reference groups are particular groups of

people some people may look up towards to that have an impact on consumer behaviour. So they

can be simply a band like the Spice Girls or your immediate family members. Opinion leaders

are those people that you look up to because your respect their views and judgments and these

views may influence consumer decisions. So it maybe a friend who works with the IT trade who

may influence your decision on what computer to buy. The economical environment also has an

impact on consumer behaviour; do consumers have a secure job and a regular income to spend

on goods? Marketing and advertising obviously influence consumers in trying to evoke them to

purchase a particular product or service.

Peoples social status will also impact their behaviour. What is their role within society? Are

they Actors? Doctors? Office worker? And mothers and fathers also? Clearly being parents

affects your buying habits depending on the age of the children, the type of job may mean you

need to purchase formal clothes; the income which is earned has an impact. The lifestyle of

someone who earns 250000 would clearly be different from someone who earns 25000. Also

characters have an influence on buying decision. Whether the person is extrovert (out going and

spends on entertainment) or introvert (keeps to themselves and purchases via online or mail

order) again has an impact on the types of purchases made.


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TYPES OF BUYING BEHAVIOUR.

There are four typical types of buying behaviour based on the type of products that intends to be

purchased. Complex buying behaviour is where the individual purchases a high value brand and

seeks a lot of information before the purchase is made. Habitual buying behaviour is where the

individual buys a product out of habit e.g. a daily newspaper, sugar or salt. Variety seeking

buying behaviour is where the individual likes to shop around and experiment with different

products. So an individual may shop around for different breakfast cereals because he/she wants

variety in the mornings! Dissonance reducing buying behaviour is when buyer are highly

involved with the purchase of the product, because the purchase is expensive or infrequent.

There is little difference between existing brands an example would be buying a diamond ring,

there is perceived little difference between existing diamond brand manufacturers.

HOW DO CUSTOMERS BUY?

Research suggests that customers go through a five-stage decision-making process in any

purchase. This is summarized in the diagram below:


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This model is important for anyone making marketing decisions. It forces the marketer to

consider the whole buying process rather than just the purchase decision (when it may be too late

for a business to influence the choice!)

The model implies that customers pass through all stages in every purchase. However, in more

routine purchases, customers often skip or reverse some of the stages.

The buying process starts with need recognition. At this stage, the buyer recognizes a problem or

need (e.g. I am hungry, we need a new sofa, I have a headache) or responds to a marketing

stimulus (e.g. you pass Starbucks and are attracted by the aroma of coffee and chocolate

muffins).

An aroused customer then needs to decide how much information (if any) is required. If the

need is strong and there is a product or service that meets the need close to hand, then a purchase

decision is likely to be made there and then. If not, then the process of information search begins.

A customer can obtain information from several sources:

Personal sources: family, friends, neighbors etc Commercial sources: advertising; salespeople; retailers; dealers; packaging; point-of-sale

displays

Public sources: newspapers, radio, television, consumer organizations; specialistmagazines

Experiential sources: handling, examining, using the productThe usefulness and influence of these sources of information will vary by product and by

customer. Research suggests that customers value and respect personal sources more than

commercial sources (the influence of word of mouth). The challenge for the marketing team is

to identify which information sources are most influential in their target markets. In the

evaluation stage, the customer must choose between the alternative brands, products


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POST-PURCHASE EVALUATION - COGNITIVE DISSONANCE

The final stage is the post-purchase evaluation of the decision. It is common for customers to

experience concerns after making a purchase decision. This arises from a concept that is known

as cognitive dissonance. The customer, having bought a product, may feel that an alternative

would have been preferable. In these circumstances that customer will not repurchase

immediately, but is likely to switch brands next time.

To manage the post-purchase stage, it is the job of the marketing team to persuade the potential

customer that the product will satisfy his or her needs. Then after having made a purchase, the

customer should be encouraged that he or she has made the right decision.

INDIAN CONSUMER PROFILE

Indian consumers are knowledgeable. They are tech savvy. Indian consumers are literate. Most of the Indian are middle class. Standard of living improved. Rational and think in a linear manner. They can explain their thought and behaviour.

Think in words.


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DATA INTERPRETATION AND ANALYSIS

1). which type of milk you are using?

Milk type No. Of users Percentage(%)

Loose milk 335 67

Packed milk 165 33

75%

80%

85%

90%

95%

100%

Loose milkPacked milk

335 165

67 33

Milk Users

Percentage(%)

No of users

INTERPRETATION: 33% users are using packed milk and 67% users are using loose milk.


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2.) Daily consumption of milk (milk buying capacity)......

Daily consumption of milk

Buying capacity No of buyer Percentage (%)

500 ml 88 17.6

1000 ml 196 39.2

1500 ml 94 18.8

2000 ml 86 17.2

Above 2000 ml 36 7.2

0

50

100

150

200

250

500 ml 1000 ml 1500 ml 2000 ml above

2000 ml

88

196

94 86

36

17.6

39.2

18.8

17.2

7.2

Daily consumption of milk

percentage

No of buyers

INTERPRETATION: From above graph i found that highest buying capacity is 1000 ml per


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3.) Are you aware about SANCHI products?

Response No of Respondance Percentage (%)

Yes 326 65.2

No 174 34.8

326

174

65.2

34.8

0

50

100

150

200

250

300

350

Yes No

Awareness of Sanchi Products

No of respondance

Percentage (%)

INTERPRETATION: Only 65.2 % people are well aware about SANCHI products

while remaining 34.8 % peoples are not aware about SANCHI products.


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4.) Which factor you are considering while purchasing SANCHI milk.

Factors No of Respondance Percentage (%)

Availability 85 17

Price 52 10.4

Quality 130 26

Service 45 9

Hygiene 98 19.6

Taste 90 18

85

52

130

45

98

90

1710.4

26

9

19.6 18

0

20

40

60

80

100

120

140

Availability Price Quality Service Hygiene Taste

Factors affecting Purchasing decision

No of respondance

Percentage(%)

INTERPRETATIN: At the time of purchasing SANCHI products, 26% people

, consider quality factor, 18%people taste factor and 17% people consider Availability

factor.


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MODE OF PROJECT

Whole of the training has been based upon the door-to-door survey. Here the market research has

been done by making the . questionnaires and filing it up by the various kind of consumer from

the city Gwalior.

Here we have collected the primary data from the market and also collected the feedback of the

consumer.

We have visited the several areas of Gwalior for compiling the data. These areas are: Harishankar Purum Madhav Nagar A.G:Colony Saraswati Nagar Doordarshan Kendra Silver Estate Chetakpuri Darpan Colony Govindpuri

.From these places data are collected for the further research methodology.


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FINDING

During the training different view of consumer are found. Today consumer is very aware about

the purchasing phenomenon. They not only watch quality, Price, Promotional scheme but also

brand nan1e.

On other basis data analysis it is clear that local vender dominate others.

1. Company should review their pricing policy because the price factor is biggest weak point of

the company.

2. There is big problem of rate of milk/ K.G., In the local market is available fronl 16,18,20

Rs./K.G.

3. There is some complain about the tests of milk .

4. sometimes they think that it is poly packed, so who knows Whether it is pure or not.

5. The quality of milk not stable, the fluctuation in quality are big problem.

6. Company must have look into there policy, supply chain, Managen1ent and there quality of

product.

7. Retailer wants some extra benefits from company for selling their products.

8. Poor delivery.

9. No proper service.

10. Commission of the retailers is not good. It is very less.


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RECOMMENDATIONS

After speaking with near about 600 customers (50% customers were not contactable) the basic

finding was that the customers were not at all happy with the SANCHI DAIRY MILK they are

getting from the MILK so the basic recommendation I can make as a trainee is the respective

relationship manager should meet personally all the customers collect their problems.

There are various types of problems and suggestion, through the customers of sanchi dairy

product, and other people he is not a customers of sanchi dairy product, because some problem is

create.

PROBLEMS:-

Not available in easy way. Smile problem in milk. Very high cost,in comparison of local milk (bufflo,cow, etc). We are long time use local milk, so believe in local milk. Some place not available home delivery.

SUGGESTIONS:-

Quality Check on the product knowledge by having regular compulsory exams. Available in easy way. Very cleaning in packing time. Cost is parallel in comparison of local milk. Provide home delivery in whole of our area. Provide some offer of re2"lllar customer


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ANNEXURE

Questionnaire

Dear respondent :The information revealed by you will only be used for institutional work. No

information will be disclosed to outside party.

Kindly spare some time to fill in this questionnaire.

1. Personal details

Name......................................................................

Address ........ ..........................................................

Mobile no...... ... ... ... ... ... ... ... . .. ....

Occupation. . . . . . . . . .. . . . . . .. . . . . . . .. . . . . . . ...

Mode of income... ... ...... ... ...... ... ...... ...... ...... ...... ....

2. What kind of product do you normally use?

[ ] Sanchi

[ ] Others

3. Do you know about san chi milk?

[ ] Yes[ ] No


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4. Which kind of sanchi milks you use?

[ ] Smart

[ ] Taza [ ] Shakti

[ ] Gold

[ ] Diamond

5. How much milks you use in a day?

[ ] 500gm

[ ] lLtr.

[ ] 2Ltrs.

[ 1 Above than 2Ltrs.

6. Why do you use san chi milk?

[ ] Cost

[ ] Other

[ ] Availability

[ ] Believe

7. Why do you prefer any other brand except sanchi?

[ ] Cost

[ ] Availability

[ ] Believe

[ ] Other

8. Do you know benefit of prepaid?

[ ] Yes

[ ] No


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9. Would you like to say something about sanchi?

..............................................................................

...............................................................................

...............................................................................

..

.

10. Which product do you like to use of sanchi milk?

[ ] Gee

[ ] Lassi

[ ] Srikhand [ ] Butter [ ] Peda [ ] Flavoured milk

Signature


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CONCLUSION

It was great learning experience from SANCHI DAIRY MILK the conclusion to thisproject is that there are still many opportunities in the operation to work better and faster

than we prefer today.

If this recommendation given above be implemented than it could help the organizationto perform better.

Also due to the attrition rate the sale of the milk is getting affected, so we should do cometo a solution soon for checking the above problem.

Also affected of smile problems.

.


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BIBLIOGRAPHY

www.sanchidairyproduct.co.in

www.sanchimilk.co.in

. www.google.com

.www.mpdairy.in

. Text book- marketing management (philiph kotller)

. Research methodology (Kothari)
http://www.mpdairy.in/http://www.mpdairy.in/http://www.mpdairy.in/http://www.mpdairy.in/

Documents

(Ravi) Sales Promotion