International Journal of Chemical Studies 2018; 6(5): 1392-1395

P-ISSN: 2349–8528
E-ISSN: 2321–4902
IJCS 2018; 6(5): 1392-1395 Study of detailed brand distribution of milk and
© 2018 IJCS
Received: 15-07-2018 milk products brands in the Bangalore city market
Accepted: 20-08-2018

Abhishek AK Abhishek AK, HB Patil and Ranjani SN

Department of MBA (Dept of
Agri Business Management) Post
Abstract
Graduate Institute of Agri
Busniess Management, Chakur-
First, cost of production has to be reduced through increasing productivity of animals, improve animal
Latur, Maharashtra, India health care and breeding facilities and management of dairy animals. Second, Indian dairy industry needs
to further develop proper dairy production, processing and marketing infrastructure, which is capable of
HB Patil meeting international quality requirements. Third, India can focus on buffalo milk based speciality
Department of MBA (Dept of products, such as Mozzarella cheese, in order to meet the needs of the target consumers.
Agri Business Management) Post
Graduate Institute of Agri Keywords: detailed brand, distribution, milk products, Bangalore
Busniess Management, Chakur-
Latur, Maharashtra, India
Introduction
Ranjani SN India is the world’s largest producer of dairy products by volume, accounting for more than
Department of Agricultural 13% of world’s total milk production, and it also has the world’s largest dairy herd. As the
Microbiology, UAS, G.K.V.K., country consumes almost all of its own milk production, India was neither an active importer
Bengaluru, Karnataka, India nor an exporter of dairy products prior to year 2000. However, since the implementation of
Operation Flood Programme, the situation changed significantly and imports of dairy products
reduced to very small quantities. From 2001, India has become a net exporter of dairy products
and after 2003 India’s dairy import has dipped while exports have increased at a fast rate. Yet
the country’s share in global dairy trade still remains at minor levels of 0.3 and 0.4 percent for
exports and imports respectively. This is due to the direct consumption of liquid milk by the
producer households as well as the demand for processed dairy products that has increased
with the growth of income levels, which have left little dairy surpluses for export.
Nevertheless, India consistently exports specialty products such as casein for food processing
or pharmaceuticals. The Indian dairy sector is also different from other dairy producing
countries as India places its emphasis on both cattle and buffalo milk. In 2010, the government
and the National Dairy Development Board have drawn up a National Dairy Plan (NDP) that
proposes to nearly double India’s milk production by 2020. This plan will endeavour to
increase the country’s milk productivity, improve access to quality feeds and improve farmer
access to the organised market. These goals will be achieved through activities that focus on
increasing cooperative membership and growing the network of milk collection facilities
throughout India.

Material and Methods

The research methodology used to script the brand distribution was based on the basic
processes of research as shown below. To know the performance of dairy in city market, the
research objectives were formulated, based on which a descriptive research design was chosen.
Primary data was collected using survey method by choosing retailers on one specific
geographical cluster at random and a brief interview using questionnaire, was conducted to
find out milk products available and their performance in terms of consumer buying preference
and retailers selling preference and their valuable suggestion for the company (if any). Based
on the survey finding a data interpretation performed to represent the current Nandini position
Correspondence
in the market ad reason for it.
Abhishek AK
Department of MBA (Dept of Research design
Agri Business Management) Post “A research design is a simply the framework or plan for a study, that used as a guide in
Graduate Institute of Agri collecting and analyzing the data.”
Busniess Management, Chakur-
Latur, Maharashtra, India
It is a blue print that is followed in completing a study.

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The research design specifies the methods and procedure for  Kempapura.
acquiring the information needed. It is the overall operational
pattern or frame work of the project that stipulates what Sampling Method: clusters method
information is to be collected from which source and by what
procedure. Cluster sampling method: in Bangalore city kmf has 2 dairy
units I.e. Bangalore dairy and mother dairy. Mother dairy was
Research design for brand distribution further divided intoroutes like Nagawara, Hegdenagar,
 Descriptive research Bytrayanpura, Amruthalli, Amrutnagara, Bhuvaneshwar
Descriptive research includes surveys and facts findings nagar, Kempapura, and Sakaragar etc. on each route kirana
enquiries of different kinds. The basic reason for carrying out stores, sweet marts, bakery’ setc were chosen personal
descriptive research is to identify the cause of something that interviews of store owners or managers was taken to find out
is happening. For instance, research was used in order to find the performance of milk products in his area, shop and
out whether Nandinidairy’s, market share differs between suggestions if any for improvement of both product and
geographical regions and to discover how many competitors services associated with it.
Nandini have in the market.
A cross-sectional study was carried out on the selected sample Method of data collection
population of retailers on the selected routes to understand the  Questionnaire (Interview) retailers, kirana stores and
brand distribution of milk products in Bangalore mother dairy sweet homes etc.
area.
Instrument used for data collection
 Primary data A structured questionnaire was prepared with both closed
The data is original in nature and collected at first time for ended multiple choice questions and open ended questions for
specific purpose is called as ‘primary data’. suggestions. This questionnaire was used to take personal
Primary data was collected by asking questions to the owners interviews of store owners/managers.
of the outlet. For that questionnaire was prepared. The
questions were prepared in such a way that the answer of the Drafting of the questionnaire
question cover all the information. The answers of the While drafting a questionnaire for the research the following
questions were in the form of response and information points were taken into consideration:-
sought by the outlet owner from the company.  The main aim of study was to find the consumer demand
I have made questionnaires for shopee owner. According to of milk products brand in the given area.
questionnaires, the questions were asked to shopee owner and  To know the retailer satisfaction level.
collect necessary information regarding beer.  To know the consumer response to the quality of the
product.
 Secondary data  To know the competitors position in market
The secondary data collection was done by research that is by  To collect the valuable suggestions of the retailers in
studying company reports and company website. Also terms of quality of product and service.
collected information about packing, branding, pricing from
company outlet. Secondary data as collected from books and Field work
the internet website mentioned further in bibliography and 30 days market survey was carried out in Bangalore mother
references. dairy area market. The market was further divided into115
routes, 83 morning routes and 32 evening routes. The
 Sample design retailers, sweet marts, bakery’s etc on the route assigned were
Sample design is a definite plan for obtaining a sample from chosen and interview using questionnaire was conducted.
sampling frame. It is a technique or procedure determined
before any data collected. Data analysis technique
The technique that are used for analysis of data are:
 Population  Tabulation of data
All retail outlets, kirana stores and sweet marts in market are  Pie charts analysis of brand distribution survey.
considered as population.  Bar graphs representing secondary information.

Sample size Limitations

Out of total population 100 outlets are visited The limitations to the study are as follows:-
Routes covered = 8 routes were covered  The time constraint was a major limitation to the study.
 The information collected solely depends upon the
They are as follow respondents answer and accuracy of information could
 Nagawara. vary.
 Hegdenagara.  Getting actual information from the respondents was
 Bytarayanapura. difficult.
 Sakarnagara.  According to the sample size, the findings might only be
 Amruthalli. suggestive and not conclusive.
 Amrutnagara.
 Bhuvaneshwarnagara. Results and Discussion

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International Journal of Chemical Studies

Table 1: Awareness of Nandini milk and milk products in market

S. No Products awareness Percentage (%)
1 Milk 100 100
2 Flavored milk 100 100
3 curd 100 100
4 Thick curd 40 40
5 Sweet lassi 13 13
6 panner 43 43
7 Table butter 57 57
8 ghee 100 100
9 pedha 100 100
10 mysorepak 85 85
11 Ice cream 90 90
12 yogurt 12 12
13 Nandini special milk (NSM) 50 50

Fig 6.1

Awareness of Nandini milk and milk products: (Milk, curd, flvrmilk, Ghee, pedha, ice cream) these products are known by all
retailers, swt marts, bakery etc.

Fig 6.2: Awareness of nandini milk and milk products

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International Journal of Chemical Studies

Followed by (Myspak, TBL butter, NSM, Panner, THK

curd, Swtlassi, Yogurt.)
 All the retailers were aware of nandini milk, curd, flvr
milk, pedha, icecream and ghee.
 Nearly 85, 57 people know myspak and table butter.
 Panner, thk curd, swtlassi, yogurt are followed by milk
products in awareness.
 Nandini special milk is known only for 50% of retailers.
 Most of the retailers were aware of Nandini milk and
Nandini milk products.
 Most stocked brands by retailer in the area covered
were Nandini 40%, Tirumala20%, Govardhana20%,
followed by Doodla, Heritage etc.
 Most purchased brands in the area covered are
dominated by Nandini 90%. The consumers prefer
most of Nandini brand only.
 Retailer stated that maximum amount of milk products
are purchased most in their area because consumer
prefer to buy products based on their quality, followed
by price.
 The brand sold most by retailers varied based on the
retailers satisfaction with the company and consumer
demand. The most dominant brand sold by retailers is
Nandini with 85% share in market followed by
Govardhana and Tirumala respectively.
 Retailers attributed most of the product sale to
consumer demand 90% followed by company service,
incentives, and margin offered by the company.
 50 to 60% retailers blamed that company giving very
less margin and the coverage in the area were routes
covered is not satisfied.
 Some of the retailers suggested to improve the quality
of curd. And to improve the quality of tms milk.
 Promotion is needed to promote the Nandini special
milk (NSM), because 50% of retailers don’t know
about the NSM.
 One important suggestion from retailers is to increase
the margin given by the company.

References
1. Nawale SK. Economics of milk production and
marketing in Ahamednagar district. M.Sc (agri) thesis,
submitted to MPKV, Rahuri. 1995, 89p.
2. Bannumathy V. Economics of cow and buffalo milk
production. Indian farming. 2003, 14-17.
3. Sujatha RI, Bhavani Devi, Neelakanta Shastry TV. Cost,
margins and price spreadin marketing of milk in Chittor
district Andhra Pradesh. Indian J agri. Mktng. 2003;
17(1):23-27.
4. Vendramurthy KB, Chauhan AK. Economics abalysis of
milk marketing in Shivamoga district of Karnataka.
Indian J agri Mktng. 2005; 19(3):39-51.

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