CUSTOMER SATISFCATION TOWARDS

VIJAYA MILK DAIRY, WARANGAL

Project Report submitted in partial fulfilment
for the award of the Degree of

BACHELOR OF BUSINESS ADMINISTRATION (B.B.A)

To
KAKATIYA UNIVERSITY

Submitted by

MUDDAM ASHISH
(HT. NO: 086221910)
Under the guidance of

M. SANTHOSHA
M.COM
DEPARTMENT OF COMMERCE AND BUSINESS MANAGEMENT

VAAGDEVI DEGREE & P.G COLLEGE

(Affiliated to Kakatiya University)

KISHANPURA, HANAMKONDA, WARANGAL-506001

2024
COMPANY CERTIFICATE
 DECLARATION

I hereby declare that the project work entitled as “CONSUMER SATISFICATION

TOWARDS VIJAYA MILK DAIRY”, submitted to the Kakatiya university, Warangal, T.S,
is a record of an original work done by me under the guidance of MRS.SANTHOSHA, faculty
member of Department of CBM as part of the requirement of the Bachelors of Business
Administration at VAAGDEVI DEGREE & P.G COLLEGE, during the year 2021-2024.

DATE:

PLACE:

MUDDAM ASHISH

HT.NO: 086221910
 ACKNOWLEDGEMENT

I take this opportunity to express my deep sense of gratitude for the cordial
support, valuable information, guidance which helped me in completing this task through
various stages. I am gratified to all the staff members of VIJAYA DAIRY for the valuable
information provided by them in their respective fields.

I express my special thanks to the principal sir DR. A. SHESHACHALAM

GARU, and Head of the department of CBM C. DATTATREYULU, for their support in the
project work.

I take this opportunity to express my profound gratitude and deep regards to my guide,
SANTHOSHA MADAM for her guidance, monitoring, and constant encouragement
throughout the project work. The guidance given by the madam in this entire project work is
very knowledgeable and very useful.

I also want to thank my entire teaching faculty and staff members of our college for the
valuable information provided by them regarding the project work. I am also grateful for their
cooperation during the period of my project and also throughout my BBA course.

Finally, I would like to thank my parents, my sister, my friends, librarians, faculty

members, staff of the organization, and others who helped me in the completion of the project
work.

MUDDAM ASHISH

HT.NO: 086221910
 CONTENTS

CHAPTER NO TITLE PAGE NO

CHAPTER - Ⅰ INTRODUCTION 1-11

CHAPTER - Ⅱ COMPANY PROFILE 12-26

CHAPTER - Ⅲ DATA ANALYSIS & 27-40

INTERPRETATION

CHAPTER - Ⅳ SUGGESTIONS & 41-42

CONCLUSIONS

QUESTIONNAIRE & 43-47

BIBLIOGRAPHY
 CHAPTER - Ⅰ
INTRODUCTION
 INTRODUCTION

Everyday many people are coming across various of the Television advertisements,
Newspapers, Commercial mails, Sales calls, etc and etc. Because someone is always trying to
sell something.

Marketing is a Social and Managerial process by which individuals and groups

obtain what they want and need through creating and exchanging of products and values with
others. Activities such as Product development, Marketing research, Distribution, pricing,
packaging, services and etc., are the Core elements of marketing activities.

The study of a Consumer helps the firms and organizations to improve their
marketing strategies by understanding the needs and wants of the consumers. If a good
marketer understands the needs and wants of the customers, then the product will be having a
good demand in the market.

According to the DUDDY & RERZON, “Marketing is the economic process by

means of which goods and services are exchanged and their values are determined in terms of
money”.

CONSUMER BEHAVIOR AND CONSUMER SATISFACTION:

CONSUMER BEHAVIOR:

The term “Consumer behavior” is the consumer exhibits in selecting, purchasing,

using, evaluating, and disposing of the products and services that satisfy their needs and wants.
It involves factors like motivations, preferences, attitudes, and perception that influence
consumer choices.

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CONSUMER SATISFCATION:

Consumer satisfaction refers to the level of contentment or fulfillment that a consumer

experiences after utilization of a product or a service.

While learning about the consumer, it is important to know the following points:

a. Needs and wants of the consumer.

b. Buying decision.
c. Purpose of buying.
d. Attitude of consumer
e. Perception of consumer.
f. Communication skills.

UNDERSTANDING CONSUMER BEHAVIOR: 6 Os of Framework

a. Who is the customer?

b. What does the consumer buys?
c. Why did they buy?
d. When did they buy?
e. Where did they buy?
f. How did they buy?

RETAILING:

Retailing refers to any individual or organization that sells its goods and services
directly to final consumers for their personal non-business use.

The distinguishing characteristics of a retail sale is that a retail transaction

involves the final consumer is the retail consumer. A retail sale may vary from item to item
and company to company. A retail sales person’s job activities vary from store to store, yet
they usually include making transactions, containing consumers and handling complaints.

2
 Retailers today are anxious to find out new marketing strategies, to attract and hold
customers. Like all the marketers, retailers must prepare marketing plans that includes
decisions on target markets, product assortment and procurement services and store
atmosphere, price, promotion, and place. These decisions must take into account the major
trends in retailing.

FUNCTIONS OF RETAILERS:

a. They should gather information about potential and current customers, competitors and
other actors and forces in the marketing environment.
b. They should develop communication skills.
c. They should agreement on price and other terms so that transfer of ownership can be
affected.
d. They place orders with manufactures.
e. They acquire funds to finance inventories at different levels in the marketing channels
f. They assume risk connected with carrying out channel work.
g. They provide for the successive storage and movement of physical products.
h. They oversee actual transfer of ownership from one organization of person to another.
i. Companies that introduce new products must be well financed, so that they can stay
afloat until their product become a commercial success.
j. Retailers must mainly concentrate on customer satisfaction.
k. Customer retention is also an important element for retailers.

3
NEED OF THE STUDY:

Gross Domestic product per capita and economic growth are important factors
determining the market potential. Usually, dairy product does not appear in the food
consumption pattern until a certain level of living has been reached. The upper middle-income
group in India represents the largest consumer market only next to China.

A part from this, nearly 50 million of the rural families would have a disposable
income in excess of RS.2000. There is a growing trend towards greater homogeneity in food
habits across the language groups. The life style is fast changing as working couple among the
urbanites are seeking newer ways for relaxing and leisure activities. There are reasons to
believe that the variability trends in world price would be transmitted to the domestic processes
and industry profits. However, compared to many major milk producing nations, India would
have the biggest advantage of its fast-growing vast internal market.

OBJECTIVES OF THE STUDY:

There are specific objectives of the project:

a. To find out consumer satisfaction towards Vijaya milk.

b. To know the brand awareness in the market.
c. To find out the availability of Vijaya milk.
d. To know the market position of Vijaya milk.
e. To know the profitable distribution channel to retailer.
f. To know the retailer on door-to-door delivery.
g. To know the retailer preferred time to receive milk.
h. To find out the purchasing patterns of the customers.
i. To know the details of sourcing of milk.
j. To know the retailer opinion on the trade discount.

4
SCOPE OF THE STUDY:

a. The study helps to know consumer’s relationship towards Vijaya milk.

b. It also helps to know the important attributes like quality, quantity, price, availability,
and etc.
c. This study focuses on the service provided by the company and its dealers, especially
in their areas of distribution of milk, payment terms, credit points, etc.
d. The study has been conducted on selected Vijaya milk consumers.
e. This study talks about the areas where further improvement is required.
f. And also talks about areas where the company can perform better.

THEORETICAL FRAMEWORK:

The Theoretical framework for Vijay Milk Dairy would involve

establishing the foundational principles, concepts, and theories that underpin its operations and
functioning. Here's a theoretical framework that could be applied:

a. Supply Chain Management (SCM): The dairy industry relies heavily on an

efficient supply chain to ensure the timely collection of raw milk, its processing,
packaging, and distribution. Concepts from SCM theory, such as inventory
management, logistics optimization, and demand forecasting, would be essential for
Vijay Milk Dairy to streamline its operations.

b. Quality Management: Ensuring the quality of dairy products is paramount for

consumer satisfaction and regulatory compliance. Theoretical frameworks like
Total Quality Management (TQM) or ISO 9000 standards can provide guidelines
for maintaining quality standards throughout the production process, from sourcing
milk to packaging and distribution.

5
 c. Operations Management: Theoretical frameworks in operations management,
such as Lean Manufacturing or Six Sigma, can help Vijay Milk Dairy optimize its
production processes, minimize waste, and improve efficiency. Concepts like
process optimization, capacity planning, and continuous improvement are crucial
for enhancing productivity and reducing costs.

d. Marketing and Branding: Building a strong brand presence and marketing

strategy is essential for Vijay Milk Dairy to differentiate itself in a competitive
market. Theoretical frameworks in marketing, such as the 4Ps (Product, Price,
Place, Promotion), brand management, and consumer behavior, can provide
insights into developing effective marketing campaigns and fostering brand loyalty.

e. Financial Management: Sound financial management is crucial for the

sustainability and growth of Vijay Milk Dairy. Theoretical frameworks in financial
management, such as financial analysis, budgeting, and capital budgeting, can help
optimize resource allocation, manage risks, and make strategic investment
decisions.

f. Sustainability and Environmental Management: With increasing awareness of

environmental issues, theoretical frameworks related to sustainability and
environmental management are becoming increasingly important for businesses.
Concepts like sustainable sourcing, waste management, and eco-friendly practices
can help Vijay Milk Dairy minimize its environmental footprint and enhance its
corporate social responsibility.

By integrating these theoretical frameworks into its operations, Vijay Milk Dairy can establish
a solid theoretical foundation to guide its strategic decision-making, optimize its processes, and
achieve sustainable growth in the dairy industry.

6
MEASUREMENTS OF CUSTOMER SATISFACTION:

Measuring customer satisfaction is essential for any business, including

Vijay Milk Dairy, to understand how well they are meeting customer expectations and to
identify areas for improvement. Here are some common methods and measurements of
customer satisfaction:

a. Surveys: Conducting surveys is a popular method to directly gather feedback from

customers. Surveys can be distributed through various channels such as email, website
pop-ups, or in-store feedback forms. They can include questions about overall
satisfaction, product quality, customer service experience, and suggestions for
improvement.

b. Net Promoter Score (NPS): NPS is a metric used to gauge customer loyalty and
satisfaction. Customers are asked how likely they are to recommend the company to
others on a scale of 0 to 10. Those who give a score of 9 or 10 are considered promoters,
7 or 8 are passives, and 6 or below are detractors. NPS is calculated by subtracting the
percentage of detractors from the percentage of promoters.

c. Customer Feedback Platforms: Utilizing online platforms or software specifically

designed for collecting and analyzing customer feedback can provide valuable insights.
These platforms often offer features like sentiment analysis, text analytics, and real-
time reporting to help businesses understand customer sentiment and identify trends.

d. Customer Interviews and Focus Groups: Direct conversations with customers

through interviews or focus groups can provide in-depth insights into their experiences,
preferences, and pain points. These qualitative methods allow for more nuanced
understanding beyond quantitative metrics.

7
e. Online Reviews and Social Media Monitoring: Monitoring online reviews on
platforms like Google Reviews, Yelp, and social media channels can provide real-time
feedback from customers. Analyzing trends in reviews and social media mentions can
help identify common issues and areas for improvement.

f. Customer Retention: Tracking customer retention rates and churn rates (the
percentage of customers who stop using the service) over time can indicate overall
customer satisfaction. High retention rates and low churn rates suggest that customers
are satisfied with the service and are likely to remain loyal.

g. Customer Complaint Resolution Time: Monitoring the time it takes to resolve

customer complaints and issues can indicate the effectiveness of customer service and
support. Faster resolution times generally correlate with higher levels of customer
satisfaction.

8
RESEARCH METHODOLOGY:

One of the important tools for conducting research is the availability of

necessary and useful data. The basic principle in market research have been adopted in the
overall methodology has been used for meeting the requirements.

Data collection is in many ways more necessary and useful result data and art
and science the methods research is in ways the methods of data collection the source of
information is:

a. Internal source.
b. External source.

a) Internal source: The internal source information is gathered in the organization and
information includes about company profile, achievement of organization in business,
further project of data.
b) External source: The external source of data is obtained from primary and secondary
data.

SAMPLE SIZE:

The sample size is taken from around 250 people who are the consumers of Vijaya milk.

SOURCE OF DATA:

The data is collected from two sources. They are:

a. Primary data.
b. Secondary data.

9
a) Primary data: Primary data is the first-hand information. The primary data is very
important source for making suggestions. While collection of primary data, we use
methods such as Survey, Schedule, Interviewing, Observations, Group discussions,
and etc. Primary data includes the respondent from whom the required information was
collected directly. We have used structured questionnaire to obtain the responses from
customers or respondents.
b) Secondary data: Collection of secondary data is very easy compared to primary data.
Secondary data is collected through magazines, previous project reports, published
data, library, annual reports, and etc.

10
LIMITATIONS OF THE STUDY:

a. This survey is conducted in Hanamkonda, Kazipet, and Warangal.

b. Since the sample size was about 250, so the data may not give the accurate results.
c. The views expressed by the Consumers may not be 100% correct.
d. The survey may not be applicable to the total population of the market.
e. Most of samples were collected during the office time. So, there is a chance of receiving
some wrong response due to workload of the respondents.
f. Some of the respondents hesitated to give their response.

CHAPTERIZATION SCHEME:

 Chapter - 1: Introduction: The first chapter “Introduction” covers the topics like
intro, need of study, objectives of study, scope of study, research methodology,
source of data, sample size, and limitations of study.
 Chapter - 2: Company Profile: Its aim is to present the outlook and details and
history of the Vijaya milk dairy.
 Chapter - 3: Data Analysis and Interpretation: In this chapter, the collected data
is analyzed using the statistical techniques and presented through the graphs. The
detailed interpretation of the observation is also presented.
 Chapter - 4: Conclusion and Suggestion: In the chapter, we have presented the
conclusions obtained from the data analysis and suggestions are also give for better
business and to boost the sales of the company.
 Annexure: Annexure deals with the Questionnaire and Bibliography.

11
 COMPANY PROFILE

DAIRY INDUSTRY IN INDIA:

India has the highest livestock population in the world with 50% of the Buffaloes and
20% of the world’s cattle population in which most are milch cows and milch buffaloes. India’s
dairy industry is considered as one of the most successful developments in the past-
independence period.

In between 2006-2007, the total milk production in the country was over 94.6
million tons with a per capita availability of 229 gms per day. The industry had been reading
on annual growth of 4% during the period 1993-2005, which is almost 3 times the average
growth rate of the dairy industry in the world. Milk processing in India is around 35% of which
the organized dairy industry account for the 13% of the milk produced, while the rest of the
milk is either consumed at firm level, sold as fresh, non-pasteurized milk through unorganized
channels.

Uttar Pradesh, Punjab, Haryana, Rajasthan, Gujarat, Maharashtra, Andhra Pradesh,

Karnataka, and Tamilnadu are the milk supplier states in India. The manufacturing of milk
products is obviously high in these milk surplus states. Export of dairy products have been
growing at the rate of 25 per annum in the perms and 28%in terms of value since 2001.
Significant investment opportunities exit for the manufacturing of value – added milk products
like milk powder, packaged milk, butter, gee, cheese and ready-to-drink milk products.

In India, the diary sector play’s an important role in the countries socio-economic
development, and constitutes an important segment of the rural economy. Dairy industry
provides livelihood to millions of homes in villages, milk consumption today, has more than
trebled to 70 kg per capita from more 20 kg in the sixties – the consumption of dairy products
in the other Asian ‘tiger’ nations is also growing. As consequence- creating excellent export
opportunities for India, with some 27% of Asian’s population, accounts for more than half of

12
the milk output with enough growth potential to explore foreign market in anticipation of the
export opportunities and in view of the post GATT scenario, India is gearing up to tackle the
demand of the international market.

PROFILE OF WARANGAL DAIRY: VIJAYA MILK

This chapter gives detailed information about the development availability under
taken by Warangal dairy and the existing management system of Warangal dairy. It also
contains profile of Warangal dairy.

In Warangal district around 60% of the population depends on the agriculture

for their livelihood. It also has a tourist with a range of 3.7 lakhs hectors.

In Warangal district different types of cattle breeds are found. According to the
Animal husbandry department, there are certain types of buffaloes in the district. The buffaloes
living in Warangal are apart from production of milk, cattle are used for agricultural purpose.
There is a dairy plant in Warangal town and foremilk chilling center, each at thorrur, mulugu,
narsampet, and jangaon. Their milk chilling centers collect the milk from collection centers in
the villages. The collected milk is chilled at the concerned center and it is transported to the
Warangal dairy. The processed milk at Warangal dairy is marketed to the milk consumers in
the tri-cities of Warangal, hanamkonda, and kazipet in the form of distribution.

Warangal is considered as Municipal Corporation which covers the entire area

of Warangal city and sub urban areas like narsampet, hasanparthy, and etc. Warangal is
considered as the center of trade while hanamkonda was famous for government offices and
educational institutions. The importance of kazipet is because of its railway junction.

13
HISTORY OF COMPANY:

Vijaya Dairy is a prominent dairy cooperative society in India, particularly in the

southern state of Andhra Pradesh. The cooperative was established in 1960 with the objective
of empowering local dairy farmers by providing them with a platform to sell their milk and
dairy products collectively.

Here's a brief history:

a. Foundation: Vijaya Dairy was founded in 1960 as a cooperative society under the
Andhra Pradesh Dairy Development Cooperative Federation Limited (APDDCF). It
was established with the aim of promoting dairy farming and supporting rural
livelihoods.

b. Growth and Expansion: Over the years, Vijaya Dairy expanded its operations,
establishing milk collection centers across Andhra Pradesh. It also ventured into the
production of various dairy products such as ghee, butter, paneer, and ice cream.

c. Modernization: With advancements in technology and dairy processing techniques,

Vijaya Dairy adopted modern practices to improve milk procurement, processing, and
distribution. This helped enhance the quality of its products and increase efficiency.

d. Recognition: Vijaya Dairy gained recognition for its commitment to quality and its
role in supporting dairy farmers. It became a trusted brand known for its fresh and
nutritious dairy products.

e. Diversification: In addition to traditional dairy products, Vijaya Dairy diversified its

product range to cater to changing consumer preferences. It introduced flavored milk,
yogurt, and other value-added dairy products to its portfolio.

14
f. Sustainability: The dairy has also focused on sustainability initiatives, such as
promoting eco-friendly packaging and implementing environmentally responsible
practices in its operations.

g. Community Impact: Through its cooperative model, Vijaya Dairy has made a
significant impact on the lives of dairy farmers in Andhra Pradesh. It has provided them
with a stable source of income and access to resources and support services.

15
Overall, Vijaya Dairy has played a crucial role in the development of the dairy industry in
Andhra Pradesh and has become a symbol of quality and reliability in the regions.

Vijaya Dairy was established as a cooperative society under the Andhra Pradesh Dairy
Development Cooperative Federation Limited (APDDCF), and it doesn't have a single founder
in the traditional sense. Instead, it was initiated as a collective effort by the government of
Andhra Pradesh, along with various stakeholders including dairy farmers, policymakers, and
agricultural experts.

The cooperative movement in India, including initiatives like Vijaya Dairy, was largely
inspired by the vision of leaders like Verghese Kurien, who is often referred to as the "Father
of the White Revolution" in India. Kurien played a pivotal role in establishing dairy
cooperatives and revolutionizing the dairy industry in India through institutions like the
National Dairy Development Board (NDDB) and the Gujarat Cooperative Milk Marketing
Federation (GCMMF), which markets the brand, Amul.

While specific individuals may have been instrumental in the establishment and growth of
Vijaya Dairy, the cooperative model emphasizes collective ownership and decision-making,
rather than individual founders. Therefore, the success of Vijaya Dairy is attributed to the
collaborative efforts of various stakeholders who worked together to promote dairy farming
and support rural livelihoods in Andhra Pradesh.

16
DIFFERENT PRODUCTS OF
VIJAYA MILK DAIRY

17
 SWOT Analysis of Indian Dairy Industry:

Strengths How to build on them

Large number of small and marginal Strengthen economic viability of dairy farms by
farmers involved in dairying interventions on the input side as well as
An effective marketing channel helps to ensuring more fare farmer prices
meet the demands of the urban consumer Increase the link between rural production area
Very large number of animals and huge and urban markets
scope to enhance productivity Focus on strengthening the indigenous breed to
Self -sufficiency in medicine production help significantly enhance productivity
and don not have to rely on exports. Ensure availability of quality medicines by
strengthening regulatory framework for quality.

Weaknesses How to correct them

Large share of milk (70-85%) of Focus on quality issues even in the informal
marketable surplus goes through informal channel by training traders and by enforcing
channel where quality is the big concern food quality regulation.
sometimes quality is an issue in the formal
channel as well.

Very little competition to cooperative Develop infrastructure and training for clean
because private sectors was not allowed to milk production. Support a fair playing field for
participate in until recently. the private sector.

Farmers do not share in the benefits of Bring about changes in cooperatives to make
high demand because of poor governance them true representatives of farmers instead of
of cooperatives functioning as parastatals.

Milk production is scattered over a large Support to dairying as an enterprise to

number of farmers producing miniscule encourage commercial dairy farming and
quantities encourage production and productivity by

18
 extension and breed development

Milk distribution is limited to urban and Enhance packaged milk distribution in

peri-urban areas more areas

Low milk prices because of lower prices Strengthen dairy farmer cooperatives to
declared by cooperatives, which results in enable farmers to get a higher price for milk
low Create rational export policy to enable
prices of milk paid by all players farmers to take advantage of higher prices
Ad hoc export policies and a ban on Strictly implement quality regulations and
exports improve infrastructure and training for quality

Quality of milk and milk products are a Strengthen the breed development programs
barrier to entry to the export market, Strengthen extension facilities
especially Create policy regulations to make
the EU and the USA mandatory testing as a basis for setting milk
price
Lack of policy focus on strengthening Increase access to credit through dairy
indigenous breeds farmer organizations and other agencies

19
Opportunities How to pursue them

Increased farmer income by exploiting Create policies and activities geared towards
the high demand enhancing dairy farming activity by increasing,
production, productivity and ensuring fair
farmer

Increased consumer sophistication and Establish enabling policy environment to

awareness of quality reception of quality enhance investment
packaged products (though slowly)

Entry of large corporations in retailing Create policy support to enhance

which can lead to more investment governance of producer companies

Immense scope to enhance governance of Focus on quality issues that are a barrier to
dairy farmer organizations and thus enable exports
dairy farmers to demand higher prices

Potential for exports due to low cost of

Production Encourage private sector to increase
Overall positive growth environment, investment in dairying
which is triggering the Government to
enhance infrastructure

20
Threats How to avert them
Large portion of the population does not Initiate consumer education about the
care about quality issues in milk negative health impacts of unpackaged
products
Because of high price sensitivity for dairy
products, people are not willing to pay for Develop packaging in small quantities to
quality meet the needs of the poor

Significant increase in maize prices can Increase milk prices in accordance with feed
increase feed prices prices

Large informal markets that extend credit Support expansion of dairy farmer
are constraining farmers Organizations

Low productivity and scattered production Enhance productivity by breed improvement

leading to high cost of transportation and extension
Emphasis on milk fat and not on SNF content
maintaining relatively lower prices of milk Enforce price setting of milk based on fat
and SNF content to encourage production of
cow
milk

21
DAIRY DEVELOPMENT ACTIVITIES IN WARANGAL:

In Warangal, organizational attempts to procure and distribute milk on the year of

1986. Milk supply of farmers of Warangal was formed in organized Co-operative sector under
the intensive milk supply scheme; these activities were looked after by the state government
department of agriculture sanctioned with a capacity of 12000 liters per day. Again, when the
state government established Andhra Pradesh Dairy Development Co-Operation limited
[APDDC LTD] Warangal dairy come under the control. A.P organized APDDC LTD., in the
year of 1981. To meet the requirement of procedure as well as consumers in Warangal town, a
bulk cooler were installed at the time of 10th march 1969. The construction of building and
installation of plant and machinery was completed in 1971. And dairy ceremony was held on
September 1971. The cost of construction was more than RS.20 lakhs.

At the initial stage, milk was produced with the help pf milk automatic bulk machines
with a capacity of 5880 bottle per hour was installed. In the year of 1982 the pre packed
machined were installed and milk is supplied in polythene sachets. At present there are two pre
packed machines functioning each with capacity of 5000 milk sachets per hour. The milk in
Warangal is distributed through more than 100 booths need over the tri-cities of Warangal.
Relating to this, Warangal dairy has their dairy parlors for selling milk products like whole
milk powder, ghee, butter, cheese, and etc.

OBJECTIVES OF VIJAYA DAIRIES:

a. To provide the good market for all rural as well as urban markets.
b. To create awareness among Vijaya brand products.
c. Supply of pasteurized milk to the consumers.
d. To increase the sales by improving the quantity of Vijaya brand.
e. To avoid the distance and convenience of customer.
f. To educate the people about the benefits of milk.

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DISTRIBUTION METHODS:

Distribution of milk is done through 3 methods. They are:

a. Cash sales method.

b. Advance sales method.
c. Credit sales method.

The milk sales are being conducted in the tri-cities of Warangal, hanamkonda, and
kazipet through 98 booths. The sales have reached now up to 15000 liters per day. Marketing
manager should take the decision regarding the brand, discounts, packaging, commission,
advertising policy, gifts, free samples, and etc., by understanding and studying the consumers
behavior.

23
STEPS INVOLVED:

Milk is procured from the frames by the dairy units and goes through various tests and
processed to obtain satisfactory results from consumers. It involves the following steps:

a. TESTING
b. CHILLING
c. PASTEURIZATION AND CHILLING
d. PACKAGIG

a) Testing: Milk procured under goes through various tests such as:
i. PH Test.
ii. Acidity Test.
iii. Sediment Test.
iv. Alcohol Test.
v. On boiling Test.
vi. Far Test.

b) Chilling: Milk procured from various areas throughout the settle from farmers is
brought to their respective dairy units by solo milk tanker. And milk is chilled. Milk is
chilled to very low temperature so that it last longer and does not perish. This is very
important for milk storage as it can be stored at very low temperature only.

c) Pasteurization and chilling: Pasteurization is a process where milk is churned at a

high speed and sterilized by heating at high temperature. Here the milk is made free
from derived amount of fats edible oils and also disease-causing germs after
pasteurization process, chilling process takes place for longer storage of milk.

d) Packaging: It is a technique of using most appropriate container to protect, carry,

identify, and merchandise any product. Manufacturer desires his product to reach in
safe delivery to the consumer through the various stages of manufacturer, transport,
distribution, and marketing.

24
 The packaging of any product is judged as follows:

i. It must protect and preserve the commodity until reaches the consumer.
ii. It must be suitable for selling and distribution system.
iii. It must attractive to the consumers.
iv. Easy to open store and dispose.
v. Reasonable in cost.

ACTIVITIES INVOLVED IN VIJAYA DAIRIES:

a. Milk collection from marketable surplus from rural area.

b. Processing of milk converting milk into vision milk products.
c. Taking up of fodder development activities.
d. Understanding vision technical input activities such as mouth vaccination.
e. Using latest electronic milk testers ensuring rapid method of testing milk, thus gaining
the confidence of farmers.
f. Ensuring two times of milk procurement i.e., morning and evening.
g. Organizing 24 parlous there by extending the hours availability of milk.
h. Established food laboratories for ensuring quality standard of milk.

ATTRIBUTES:

Many products are obtained from the milk. They are:

a. CREAM: It is obtained from cow and buffalo milk or of a combination there which
separated from it by means of centrifugal force where milk is rotated at high speed with
the cream moves away from the axis. This cream is generated during the rotation and
is taken from the sides of the separator. Generally, the fat content in the cream is of the
25% taken from the separator.

25
 b. BUTTER: Butter is a fat rich product containing about 80%of milk fats while the rest
is a water salt curd and also colors is added to some types of the butter and cooking
butter.
c. GHEE: It is the most important ingredient in day-to-day life of any Indian. Ghee is the
pure clarified fat derived solely from milk or curd or from distributors or from cream
to which no coloring or preservative is added. It is obtained by pre-stratification.
d. CHEESE: It is obtained by draining after coagulation of milk culture. It has a minimum
of 42% of milk fat. It is hard ripened cheese made pasteurized milk to which small
amount of lactic is added. The shelf life of cheese is 4-6 months only.
e. FROZEN PRODUCTS: The most common frozen product that water one’s mouth are
ice creams kulfi and choc-bar. These are obtained cow or buffalo milk are combination
thereof or from cream. They have 10% milk fat and are prepared with mixture of dry
fruits of nuts or both to have an excellent taste. These frozen products are cooled below
4c only. The shelf life of frozen products 1-2 month only.

INDIGENOUS DAIRY PRODUCTS;

a. PANNER: It is obtained from cow or buffalo milk or combination thereof by

precipitation with sour milk and lactic acid. The milk fat content is a minimum 50% of
the products.
b. KHOA: It is obtained from cow or buffalo milk or combination thereof by rapid drying.
The milk fat content is a khoa is 20% product.
c. DAHI: Dahi or commonly called curd is obtained from boiled from boiled milk by
souring natural or otherwise by a harmless lactic acid or bacterial cultural.
d. DRIED MILK: It is milk powder which is prepared by spray drying of fresh skimmed
milk of cow or buffalo or a mixture there of. It when mixed with water becomes milk.
Its shelf life is up to a period of 9 months.

26
 TABLE – 3.1

1. Are you a regular purchaser of Vijaya milk products?

OPINION NO. OF RESPONDENTS PERCENTAGE

YES 250 100%

NO 0 0%

TOTAL 250 100%

CHART – 3.1

250
250

200

150

100

50

0 100% 0%
0
NO. OF RESPONDENTS PERCENTAGE

YES NO

INTERPRETATION:

From the above table, it is clear that all the respondents i.e., 100% are using the
Vijaya milk products regularly.

27
 TABLE –3.2

2. Quantity of milk consumed by the consumers.

OPINION NO. OF RESPONDENTS PERCENTAGE

1/2 litre 152 61%

1 litre 70 28%

1 ½ litre 23 9%

2 or more litres 5 2%

TOTAL 250 100%

CHART – 3.2

CHART TITLE
160 152

140
120
100
80 70
60
40 23
20 61% 28% 9% 5 2%
0
1/2 litre 1 litre 1 ½ litre 2 or more litres

NO. OF RESPONDENTS PERCENTAGE

INTERPRETATION:

The above table shows that 61% of respondents consumes ½ litre of milk, 28% of
respondents consumes 1 litre of milk, where as 9% of respondents consumes 1 ½ of milk, and
finally 2% of respondents consumes 2 or more litres of milk.

28
 TABLE – 3.3

3. Brand Awareness

BRANDS NO. OF RESPONDENTS PERCENTAGE

Vijaya 250 25%

Swakrushi 250 24%

Thirumala 205 20%

Vyshnavi 187 18%

Nagarjuna 130 13%

CHART – 3.3

CHART TITLE
250 250
250
205
200 187

150 130

100

50
25% 24% 20% 18% 13%
0
Vijaya Swakrushi Thirumala Vyshnavi Nagarjuna

NO. OF RESPONDENTS PERCENTAGE

INTERPRETATION:

From the above table, it is clear that 25% of people know about the Vijaya brand,
24% of people know about the Swakrushi, 20% of people know about the Thirumala, 18% of
people know about the Vyshnavi, and whereas only 13% of people know about the Nagaarjuna
brand.

29
 TABLE –3.4

4. Purpose of buying the milk

OPINION NO. OF RESPONDENTS PERCENTAGE

Tea/Coffee 155 62%

Feeding children 30 12%

Preparation of curd 55 22%

All the above 10 4%

TOTAL 250 100%

CHART – 3.4

CHART TITLE
155
160
140
120
100
80
55
60
40 30
20 10
62% 12% 22% 4%
0
Tea/Coffee Feeding children Preparation of curd All the above

NO. OF RESPONDENTS PERCENTAGE

INTERPRETATION:

The above table states clear information that 62% of respondents buy milk for
tea/coffee purpose, 12% of respondents buy milk for feeding their children, 22% of respondents
buy milk for preparing curd, and at last 4% of respondents buy milk for all the above.

30
 TABLE –3.5

5. Choice of buying the milk products

OPINION NO. OF RESPONDENTS PERCENTAGE

Quality 105 42%

Price 77 31%
Availability 28 11%

Brand name 40 16%

TOTAL 250 100%

CHART – 3.5

CHART TITLE
120 105
100
77
80

60
40
40 28
20
42% 31% 11% 16%
0
Quality Price Availability Brand name

NO. OF RESPONDENTS PERCENTAGE

INTERPRETATION:

From the above table, it is shown that 42% of respondents are preferring quality in
buying the milk, 31% of respondents are preferring price, 11% of respondents are preferring
availability, and remaining 16% are preferring brand name

31
 TABLE –3.6

6. Customer Satisfaction towards Vijaya milk products [QUALITY]

OPINION NO. OF RESPONDENTS PERCENTAGE

Excellent 48 19%
Good 155 62%

Average 35 14%
Poor 12 5%

TOTAL 250 100%

CHART – 3.6

CHART TITLE
155
160
140
120
100
80
60 48
35
40
20 12
19% 62% 14% 5%
0
Excellent Good Average Poor

NO. OF RESPONDENTS PERCENTAGE

INTERPRETATION:

From the above table, it is observed that 19% of the respondents feels that the
quality of Vijaya milk is excellent, where as 62% of the respondents are feeling that the quality
is good, 14% of them are feeling that it is average, and at last 5% of the respondents are feeling
that it is too poor in quality.

32
 TABLE –3.7

7. Price regarding the Vijaya milk

PRICE NO. OF RESPONDENTS PRECENTAGE

Reasonable 177 71%

High 73 29%

Low 0 0%

TOTAL 250 100%

CHART – 3.7

CHART TITLE
177
180
160
140
120
100
73
80
60
40
20 71% 29% 0 0%
0
Reasonable High Low

NO. OF RESPONDENTS PRECENTAGE

INTERPRETATION:

The above table tells that, 71% of people feels that the price of Vijaya milk is
reasonable. And 29% of people feels that the cost of the Vijaya milk is high.

33
 TABLE –3.8

8. How do you know about the Vijaya milk brand?

OPINION NO. OF RESPONDENTS PERCENTAGE

Advertising 13 5%

Kirana & General stores 80 32%

Milk booths 150 60%

Mouth Talk 7 3%

TOTAL 250 100%

CHART – 3.8

CHART TITLE
160 150
140
120
100 80
80
60
40
13 7
20 5% 32% 60% 3%
0
Advertising Kirana & General Milk booths Mouth Talk
stores

NO. OF RESPONDENTS PERCENTAGE

INTERPERTATION:

From the above table, it is clear that 60% of the respondents know through the
milk booths, 32% of respondents know through the kirana & general stores, 5% know through
the advertising, and 3% of them know through the mouth talk from family and friends.

34
 TABLE – 3.9

9. Timings of purchasing of milk

OPINION NO. OF RESPONDENTS PERCENTAGE

Morning Session 127 51%

Evening Session 77 31%

Both 46 18%

TOTAL 250 100%

CHART – 3.9

CHART TITLE
140 127
120
100
77
80
60 46
40
20
51% 31% 18%
0
Morning Session Evening Session Both

NO. OF RESPONDENTS PERCENTAGE

INTERPRETATION:

The table tells that, 51% of the respondents purchase milk in morning session, 31% of
the respondents purchase milk in evening session, and 18% of the respondents purchases milk
both the morning and evening sessions.

35
 TABLE – 3.10

10. In your opinion will advertising plays a major role in expanding of Vijaya milk
dairy business

OPINION NO. OF RESPONDENTS PRECENTAGE

Yes 180 72%

No 40 16%

May be / May not be 30 12%

TOTAL 250 100%

CHART – 3.10

CHART TITLE
200 180

150

100

40
50 30
72% 16% 12%
0
Yes No May be / May not be

NO. OF RESPONDENTS PRECENTAGE

INTERPRETATION:

The above table states that, 72% of respondents are feeling that advertising is important, 16%
of respondents are feeling that no need of advertising, where as 12% of respondents are feeling
that advertising may be important or may not be important.
36
 TABLE – 3.11

11. If Vijaya dairy milk is not available, then would you purchase another brand?

OPINION NO. OF RESPONDENTS PERCENTAGE

Yes 27 11%

No 180 72%

Sometimes 43 17%

TOTAL 250 100%

CHART – 3.11

CHART TITLE
180
180
160
140
120
100
80
60 43
40 27
20 11% 72% 17%
0
Yes No Sometimes

NO. OF RESPONDENTS PERCENTAGE

INTERPRETATION:

From the above table, it is clear that, 72% of respondents don’t purchase oyher
brands of milk, 17% of respondents will go for other brands sometimes, and 11% of
respondents will purchase other brand milk, if Vijaya brand milk is not available in the market.

37
 TABLE – 3.12

12. What is the Mosted liked milk products of Vijaya dairy?

OPINION NO. OF RESPONDENTS PERCENTAGE

Ghee 50 20%

Panner 53 21%
Curd 125 50%

Cheese 22 9%
TOTAL 250 100%

CHART – 3.12

CHART TITLE
140 125
120
100
80
60 50 53

40
22
20
20% 21% 50% 9%
0
Ghee Panner Curd Cheese

NO. OF RESPONDENTS PERCENTAGE

INTERPRETATION:

From the above table we can say that, 50% of respondents like curd, 20% of
respondents like ghee, 21% of respondents like panner, and at last remaining only 9% of
respondents like cheese of Vijaya milk brand.

38
 TABLE – 3.13

13. Satisfaction level obtained from Vijaya brand milk

OPINION NO. OF RESPONDENTS PERCENTAGE

Highly Satisfied 93 37%

Satisfied 120 48%

Dissatisfied 30 12%

Highly Dissatisfied 7 3%

Total 250 100%

CHART – 3.13

CHART TITLE
120
120

100 93

80

60

40 30

20 7
37% 48% 12% 3%
0
Highly Satisfied Satisfied Dissatisfied Highly Dissatisfied

NO. OF RESPONDENTS PERCENTAGE

INTERPRETATION:

The above table tells that, 37% of respondents are highly satisfied with Vijaya brand
of milk, where as 48% of respondents are just satisfied, and 12% of respondents are dissatisfied
by the milk brand, and finally 3% of respondents are fully dissatisfied with the milk brand.

39
 TABLE – 3.14

14. What is the frequency rate of purchasing the Vijaya milk products?

OPINION NO. OF RESPONDENTS PERCENTAGE

Regularly 202 81%

Occasionally 25 10%

On a special day 23 9%

TOTAL 250 100%

CHART – 3.14

CHART TITLE
250
202
200

150

100

50 25 23
81% 10% 9%
0
Regularly Occasionally On a special day

NO. OF RESPONDENTS PERCENTAGE

INTERPRETATION:

From the above table we can tell that, 81% of respondents are the regular customers
of the Vijaya milk products, and 10% of respondents buy Vijaya milk on occasional, and where
as rest of the 9% of the respondents buy Vijaya milk on their special days.

40
 CONCLUSIONS

a. 100% of respondents are regular purchasers of Vijaya milk.

b. 61% of the respondents consume ½ liter packets.
c. 62% of the respondents are purchasing milk for the purpose of Tea / coffee.
d. 100% of respondents are aware of Vijaya & Swakrushi.
e. 42% of the respondents are prefer quality to be the prime attribute for their product
choice.
f. 62% of the respondents feel that the quality of Vijaya milk is good.
g. 75% of the respondents feel that the price of Vijaya milk is reasonable.
h. 80% of the respondents feel that Vijaya milk is available whenever required.
i. 60% of the respondents Vijaya brand through milk booths.
j. 80% of the respondents feel that advertising plays a key role in promoting milk brand
and they select out door and transit media for advertising.
k. 42% of the respondents are purchasing Vijaya milk for the reason of its quality.
l. 89% of the respondents change their brand when Vijaya brand is not available and they
select another brand.
m. 52% of the respondent’s perception regarding attributes of Vijaya milk is good.

41
 SUGGESTIONS

a. To improve the sales, more advertising can be used.

b. As the business is more lucrative, and a lot of competition is expected in the near future,
the authorities have to see that customers are satisfied with the existing products before
going for new products.
c. As there is a direct relationship between sales and procurement of milk, increase in
procurement of milk helps to increase in sales which make more profits to organization.
For better sales easy availability and distribution of milk should be provided.
d. As they are maintaining standard quality i.e., 3% fat, 8.5% of S.N.F. as per N.D.D.B
norms a special care should be taken to improve the taste of milk.
e. Look out for strategies, which will help in being different from the competitors like
having catchy ‘PUNCH LINES’ which could attract the customers.
f. Print date of packing on the sachets in order to discourage the supply of old stock.

42
 BIBLIOGRAPHY

As of my last update in January 2022, there might not be specific books or magazines
solely dedicated to Vijaya Dairy Milk in Warangal. However, you can explore various sources
related to the dairy industry, cooperative societies, and agricultural development in India,
which might contain information about Vijaya Dairy and its operations in Warangal. Here are
some general suggestions for your bibliography:

Books:

a. India's White Revolution: Operation Flood, Food Aid and Development" by David
Shaw
b. The Unfinished Agenda: Essays on the Political Economy of Government Policy in
Honor of Arthur Seldon" edited by Madsen Pirie, Eamonn Butler, and Robert Dur
c. Empowerment of Women Through Dairy Cooperatives: A Case Study of Andhra
Pradesh" by V. Raghava Rao

Websites:

a. Official website of Vijaya Dairy: Look for press releases, annual reports, or other
publications on the website that might provide information specific to Vijaya Dairy in
Warangal.
b. Andhra Pradesh Dairy Development Cooperative Federation Limited (APDDCF):
The official website may contain reports or articles related to Vijaya Dairy's activities
in Warangal.
c. Online databases such as PubMed, Google Scholar, or ResearchGate: Search for
academic articles or research papers that discuss dairy cooperatives or the dairy industry
in Andhra Pradesh, which may include information about Vijaya Dairy in Warangal.
d. News websites and archives: Look for articles or reports in local or national
newspapers that cover the dairy industry or agricultural developments in Warangal.

43
Magazines:

a. Dairy India Yearbook: This publication often covers various aspects of the dairy
industry in India, including cooperative societies like Vijaya Dairy.
b. Agriculture Today: This magazine may feature articles or reports on agricultural
developments in different regions of India, including Warangal.
c. Remember to check the publication dates and credibility of the sources you find to
ensure the information is relevant and accurate. Additionally, consider reaching out to
Vijaya Dairy directly or contacting local agricultural organizations or cooperative
societies in Warangal for more specific information about Vijaya Dairy's operations in
the region.

44
 QUESTIONNAIRE

1. Are you a regular customer of Vijaya milk dairy?

a) Yes
b) No
2. How much quantity of milk do you purchase?
a) ½ litre
b) 1 litre
c) 1 ½ litre
d) 2 or more litres
3. Which brand of milk do you purchase regularly?
a) Vijaya
b) Swakrushi
c) Vyshnavi
d) Nagarjuna
4. What is the purpose of buying the Vijaya milk?
a) Tea/coffee
b) Feeding children
c) Curd
d) All the above
5. What makes you to buy Vijaya milk?
a) Quality
b) Price
c) Availability
d) Brand name
6. What is your opinion about the quality of Vijaya milk?
a) Excellent
b) Good
c) Average
d) Poor

45
7. What is your opinion on price of Vijaya milk?
a) Reasonable
b) High
c) Low
d) Neutral
8. How do you know about the Vijaya milk brand?
a) Advertising
b) Kirana & General store
c) Milk booths
d) Mouth talk
9. What time do you prefer for buying of milk?
a) Morning session
b) Evening session
c) Afternoon session
d) Both (a) and (b)
10. Will Advertising improves the business of Vijaya dairy?
a) Yes
b) No
c) May be
d) May not be
11. If Vijaya dairy milk is not available, then would you purchase another brand?
a) Yes
b) No
c) Sometimes
d) Rarely
12. Which sub-product of Vijaya milk dairy do you like?
a) Ghee
b) Panner
c) Curd
d) Cheese

46
13. Are you satisfied with Vijaya milk products?
a) Highly satisfied
b) Satisfied
c) Highly dissatisfied
d) Dissatisfied
14. What is the frequency of purchasing Vijaya milk products?
a) Regularly
b) Rarely
c) Occasionally
d) On a special day
15. What suggestions would you like to give for the development of Vijay milk dairy?

47