CHAPTER – I

INTRODUCTION

1

INTRODUCTION

Milkfed is not an unknown name for the people of Punjab. It is very popular among the

people. There is a very long history behind this popularity.

In 1959, in a village named 'Verka' near Amritsar, Chief Minister of Punjab

Sardar Partap Singh Kairon established a Dairy Development Corporation for safeguards

of farmers and increase dairy business. After some times four more Milk Plants were

established i.e. in Chandigarh, Patiala, Ludhiana and Bhatinda. Thereafter it progressed

and the number of Milk Plants roses to 8 Plants upto 1980. Before 1981 it is fully under

the control of Punjab Govt. But after it in 1981 the Govt. has developed its name from

Punjab State Co-operative Milk Producers Union Ltd. into MILKFED Punjab. All the

plants were controlled by Head Office which is established at Chandigarh. Only one

balance sheet was prepared for all plants in Punjab and Profit & Loss for all the plants

was prepared collectively. But in 1981 all plants started to make their own Balance Sheet

and calculate Profit & Loss for their own plant. The fully Co-operative Society System

was adopted and presently is in continue.

MILKFED-PUNJAB

The Punjab State Cooperative Milk Producers' Federation Limited popularly known as

MILKFED Punjab, came into existence in 1973 with a twin objective of providing

remunerative milk market to the Milk Producers in the State by value addition and

marketing of produce on one hand and to provide technical inputs to the milk producers

for enhancement of milk production on the other hand.

Although the federation was registered much earlier, but it came to real self in the

year 1983 when all the milk plants of the erstwhile Punjab Dairy Development

Corporation Limited were handed over to Cooperative sector and the entire State was

covered under Operation Flood to give the farmers a better deal and our valued customers

better products. Today, when we look back, we think we have fulfilled the promise to

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some extent. The setup of the organization is a three tier system, Milk Producers

Cooperative Societies at the village level, Milk Unions at District level and Federation as

an Apex Body at State level. MILKFED Punjab has continuously advanced towards its

coveted objectives well defined in its byelaws. Milkfed is an Apex Body at state level. It

has 11 Milk Unions at district level operating 10 Milk Plants and more than 5,000

Cooperative Societies at village level with a total of 3 lakh members.

OBJECTIVES OF MILKFED

To provide remunerative prices to milk producers by value addition and marketing of

produce.

To provide technical inputs for enhancement of milk production on the other hand.

To carry out activities for promoting production, procurement processing and

marketing of milk and milk products for economic development of the farming

community;

to develop  and expand  such other allied activities as may be conducive for the

promotion of the dairy industry, improvement and protection of milch animals

and economic betterment of those engaged in milk production;

To purchase and/or erect buildings, plants, machinery and other ancillary

equipment to carry out business;

To study problems of mutual interest related to production,  procurement and

marketing of dairy and allied products;

to purchase commodities from the member and deal with non-members for

marketing, dairy and allied products subject to such conditions as may be decided

by the Board from time to time;

To establish research and quality control laboratories;

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To make necessary arrangements for transfer of milk, allied milk products and

commodities;

to market its products under its own trade name/brand name with its Member

Union’s trade mark/brand;

To promote the organization of primary societies and assist members in

organization of the Primary Societies; and

To plan development strategies and programme to increase the volume of

procurement and production of the Federation and its members Unions and for its

affective marketing.

ACHIEVEMENTS

On the basis of quality with efficient administration, MILKFED has not only

established new mile stone of providing services to Dairy farmers but scaled new heights

in delighting esteemed customers also. This has resulted into tremendous achievements in

all fields. Milkfed not only provides assured market to milk producers but also carries

inputs to enhance milk to their doorsteps. The District Cooperative Milk Producer’s

Unions and Milk Plants have attained self sufficiency or are on the threshold of attaining

it. Milkfed has played a very vital role in providing a strong base for remunerative price

to the producer; they get more money for their milk and payments are timely. In addition

technical input services in feeding, breeding and management are easily accessible. Value

addition is one of Milkfed’s thrust areas and the plants produce not only pasteurized,

homogenized milk but also buttermilk, cream, cheese, ice cream, butter and clarified

butter-oil (ghee) and several other products. The Milk Unions have marketed milk and

milk products of the value of Rs 202.87 crore during the year under report.As a

cooperative, Milkfed is also instrumental in empowering milk producers, especially

women and poor people, and fostering management skills. Milkfed runs regular courses

for members in Co-operative Development.

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1. MILKFED is providing technical input services like animal healthcare, supply of

quality cattlefeed, fodder seeds etc. at the door steps of the dairy farmers under its

Productivity Enhancement Programme.

2. For producing quality technical services MILKFED has established its own two

cattle feed plants having capacity of three hundred metric ton per day.

3. Dairy Farmers are being encouraged to produce quality milk under the Clean Milk

Production Programmes by paying premium price for quality milk.

4. MILKFED installed a bactoscan in its Milk Union, Ludhiana which is first in

India for determining the bacterial counts in raw milk at different stages.

5. During the last 3 years, 8 Milk Plants and 2 Cattle Feed Factories of

MILKFED, Punjab were accedited with ISO9002 and IS-15000

(HACCP) Certification.

6. In view of today's interest of consumers in getting quality and safe products,

MILKFED is manufacturing quality milk and milk products as per International

Standards and also exploring the possibility of manufacturing milk products of

consumer's choice.

7. MILKFED has launched its own interactive Website on Internet for its

prospective customers which can be accessed by clicking

http//www.milkfed.nic.in

8. MILKFED introduced liquid milk in new design packing with Mnemonic Symbol

of Co-operative Milk in all the District Milk Unions.

9. The turnover of MILKFED, Punjab during the year 2006-2007 was arrived at Rs.

725 crore.

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MAJOR SCHEMES

TECHNICAL INPUT PROGRAM:

Technical input services are given to cooperative members at their door step. The

aim is to increase milk production and procurement, and use the milk plants to capacity

so that they generate the maximum possible profits. In order to save milk animals from

heat stress, animal cooling units have been provided to milk producers and these have

effectively checked the fall in milk production during summer.

THE SOCIAL OBLIGATION & EMPLOYMENT:

The cooperatives are also a channel through which people can be educated about

many things. Through them the state is able to spread information about family planning,

nutrition and health. Membership in the cooperative confers better social standing and

confidence to move ahead in life. Apart from the main arena of collecting more and more

milk and enrolling more and more milk producers, Milkfed and its units have a work

force of about 5000 employees. Every morning and evening milk is lifted from the

villages through private vehicles – this means regular employment to about 600

transporters, most of whom are self-employed. Similarly, lay simulators and first aid

workers also employment and at the same time provide input services to milk producers

in their villages. Some 10,000 workers man the milk procurement and technical input

operations.

MILK DAY CELEBRATION:

The Unions hold regular Milk Days in the several zones in their districts. Milk

Days serve as a forum for interaction between members, they strengthen participation of

the village cooperatives and let members see their cooperatives at work. Milk Days also

give the District Unions feedback concerning problems and the shortcomings in the

cooperatives – this is essential for nipping trouble in the bud. Presidents, secretaries and

women members of village cooperatives assemble at zonal Milk Days; after a complete

round of zonal Milk Days in all the zones of a particular Union, a Central Milk Day is

organized at the Union headquarters.

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TECHNOLOGY MISSION ON DIARY DEVELOPMENT:

To accelerate the pace of increasing rural income and employment through Diary

Development, the Government of India has set up the Technology Mission on Dairy

Development. Under this program, the Operation Flood program is dovetailed with state

government programs of Animal Husbandry, Integrated Rural Development Program and

other schemes to make coordination easy and effective.

BREED IMPROVED PROGRAM:

Milkfed has imported four Holstein-Freisian bulls and two Jersey bulls from

Denmark with the financial assistance from the National Dairy Development Board. The

average Dam Yield of Holstein Freisian and Jersey is 10,000 and 6,000 litres per lactation

respectively.

The federation has also strengthened the Frozen Semen Station with the financial

assistance from Technology Mission on Diary Development. 986 elite buffaloes have

been selected from various milksheds for breeding with progeny-tested buffalo bulls.

Their genetic potential will be exploited with the help of embryo transfer. The Ludhiana

Milk Union now provides high-technology embryo transfer facilities. This facility will

make substantial improvement in the breed of milk animals and contribute to the

enhancement of milk production in the state. A Progeny Testing Association has been

formed in the name of "Ludhiana Milk Union Research and Development Association" to

continue improvement in the dairy herd through progeny testing by adopting a project

approach.

COOPERATIVE DEVELOPMENT PROGRAM:

To create a strong cooperative base, increase in member participation at the grass

roots through Cooperative Education with necessary managerial and advisory input

support is absolutely essential. In view of this, a Cooperative Development Program in

some of the selected milksheds in the state has been launched with the financial

assistance of the National Dairy Development Board. Results from the unions of

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Jalandhar, Patiala and Ludhiana have been encouraging and the program is being

extended to Bhatinda, Amritsar and Ferozepur.

REGIONAL DEMONSTRATION AND TRAINING CENTRE :

The National Dairy Development Board established its Regional Demonstration

and Training Centre at Jalandhar to train members, society secretaries, first aid workers,

lay-inseminators, veterinary officers and management committee members of

Cooperative Societies.

FODDER SEED DEVELOPMENT :

Cows do not produce ample milk without ample fodder. Through research and

seed-farms, Milkfed has worked t provide the farmers high yielding forages at low cost.

Fodder Development activities initiated by Milkfed have created a good demand for

improved fodder seeds in Punjab. Milkfed established its own seed processing unit in

1985, the unit is automated and has the capacity to grade 16 million tons of fodder seed

per day.

BALANCED CATTLE FEED :

Milkfed’s two cattle feed plants can produce 300 million tons cattle feed and 5

million tons of urea molasses lick-brick per day. The feed being produced at these plants

is as per BIS type II specification and By-Pass Protein Feed. A high energy cattle feed

and mineral mixture is also being produced. The feed manufactured is being sold under

brand name VERKA. The entire production is sold to the Milk Unions for onward

distribution to dairy farmers through the Milk Cooperative Societies and if there is any

surplus, it is sold in the open market and to sister federations.

WOMEN DAIRY PROJECT:

Household level dairying is largely the domain of women especially in small and

marginal household families. In view of this fact, Milkfed has undertaken Women Dairy

Project on six districts namely Hoshiarpur, Ropar, Patiala, Jalandhar, Ludhiana and

Amritsar with an objective to empower rural women in the field of dairy. This

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Programme is being implemented under Support to Training & Employment Programme

(STEP) with the assistance of Government of India. Under this programme, 390 women

societies with b1990 women beneficiary members will be organised.

CLEAN MILK PRODUCTION PROGRAMME:

For improving quality of raw milk at Milk production level, 125 Bulk Milk

Coolers have been installed in the societies and many more in pipe line. Besides, more

than 1000 Automatic Milk Collection Stations have also been provided for bringing

efficiency and total transparency in the system. Traditional manual method of milk

testing at society level is being replaced with Electronic Milk Testers.

SETTING UP OF BIG COMMERCIAL DAIRY FARMS:

With an objective to establish more than 100 big Commercial Dairy farms,

Milkfed has executed MOU with Allahabad Bank and Oriental Bank of Commerce for

arranging soft term loans to progressive dairy farmers.

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LOOKING BEYOND

1. Under its vision - 2005 Plan the number of Milk Producers' Co-operative

Societies will increase to 8000 and membership to 4.75 lakhs.

2. To improve the quality of milk at village level, it has been planned to provide

Milk Bulk Cooling Unit in all the MILKFED areas in a phased manner.

3. To bring transparency in all the milk collection, fat testing and payment,

electronic milk-o-testers & automatic milk collection centres will be provided at

village level Dairy Cooperative Societies.

4. Expansion of butter manufacturing capacity and reconditioned butter

manufacturing machinery will be installed.

5. Expansion of existing ice cream manufacturing capacity and set up additional Ice

Cream Plant at Jalandhar.

6. Milkfed strives to give better and remunerative price to the farmers to make dairy

attractive and sustainable profession.

7. Providing improved technical input services to farmers.

8. Setting up big commercial farms.

9. More stress on clean milk production programme.

10. Rural women empowerment.

11. Massive modernization of process and operations.

12. Enforcement of stringent quality parameters.

13. Strengthens market base with specific stress on consumer market.

14· Dynamic enhancement in Verka product mix.

15. To launch new value added milk products including long shelf life panner etc.

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INTRODUCTION TO VERKA MILK PLANT LUDHIANA

We need to go back to the genesis of the Co-operative movement in Anand. It

started in pre-independent days when the farmers of Kheda sought the advice of Sardar

Vallabhai Patel on how to deal with their exploitation. Sardar’s advice was that they

organize themselves into a Co-operative. He sent his trusted lieutenant, Sh. Morarji

Desai, to assist them in settings this up. Sh. Morarji Desai, his first meeting with farmers

picked up a reluctant Tribhuvandas Patil, who later became the President of the Gujrat

Pradesh Congress Committee, to head the farmers’ Co-operative. So, you see, the Dairy

Co-operative Movement was inspired by the great leaders & thereafter natured by a State

Government that did not interfere in their business. In 1964, when Sh. Lal Bahadur

Shastri was, the then Prime Minister, spent a night in a village in Anand, he understood

that the success of the co-operatives was that it was a structure that was owned by the

producers & combined power of farmers with Professionals that they employ to run their

business.

MILK PLANT, LUDHIANA was set up by THE PUNJAB STATE CO-

OPERATIVE MILK PRODUCERS’ FEDERATION Ltd. popularly known as

MILKFED, which was financed by PUNJAB GOVERNMENT & NATIONAL DAIRY

DEVELPOMENT BOARD (NDDB). It was formed with a view to integrate the

production of milk & its procurement, processing & marketing in Punjab on ANAND

PATTERN. The ANAND PATTERN is a world famous 4-tier system of dairy

development in India. In foundation, there are a large number of small milk producers in

villages, who are the members of the village level Co-operative Dairy/Societies. Such

societies form a District Level Marketing Federation, which looks into aspects of

marketing of milk & milk products, with the aim of giving better benefit to producers &

ensured supply quality products to the consumers at reasonable rates. The profits gained

goes in giving social monitory benefits to the producers. The fourth component added

recently is a Cluster of State Level Milk Marketing Federations called National Dairy Co-

operative Dairy Federation of India (NCDFI). In this system, from bottom to top, there is

full participation of the farmers who are producing milk.

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NAME OF THE ORGANIZATION

The name of the organization is The Ludhiana District Milk Producers’ Union

Limited, Ludhiana.

MANAGEMENT CONTROL & COMPOSITION OF BOARD OF

DIRECTORS

The Board of Directors shall have 19 Directors, comprising:-

12 elected representatives of affiliated societies.

Registrar, Co-op. Societies, Punjab, or his nominee.

1 nominee from Milkfed.

General Manager (CEO) of the plant, Ex-office Member/ Secretary with the

responsibility of day to day management & operation.

1 nominee from National Dairy Development Board.

3 members nominated by Punjab Government.

ACHIEVEMENTS

Milk Procurement: - Milk Plant Ludhiana procured about 1, 00,000 kgs of milk

per day through 19 Milk routes in the Flush Season. The Plant is procuring milk

from 494 villages by organizing village level Milk Producers’ Co-operative

Societies

Animal Health Care & Other Technical Inputs: - In addition to Organizing the

remunerative Milk market system Through milk producers cooperative societies,

Milk Plant is also providing regular health coverage by running 2 vet nary routes

and 55 Artificial Insemination Service Stations at Society level.

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Genetic Improvement of Milch AnimalsUnder this, lay inseminators are trained

who are in-turn, doing Artificial Insemination at the door steps of Dairy Farmers.

Supply of Balanced Cattle Feed: - Special attention has been paid to the supply

of balanced cattle feed to the milk producers so as to enhance the milk production.

Four types of cattle feeds are being supplied i.e. ISI Type, High Energy, Bye Pass

Protein Feed & Buffalo super feed to meet the requirements of Milk Producers.

Supply of Improved Varieties of Fodder Seeds: - Cows does not produce ample

milk without ample fodder. Through research and seed-farms, Milkfed has

worked t provide the farmers high yielding forages at low cost. Fodder

Development activities initiated by Milkfed have created a good demand for

improved fodder seeds in Punjab. Milkfed established its own seed processing

unit in 1985, the unit is automated and has the capacity to grade 16 million tons of

fodder seed per day.

Quality Assurance Program : Quality Assurance Program (QAP) which is a part

and parcel of Dairy Plant Improvement Program (DPIP) was taken up in Ludhiana

Milk Union with the Technical guidance from NDDB. The main objective of the

program is to improve efficiency of Plants coupled with loss management to bring

down the cost of production, improve the quality of milk and milk products

manufactured to ameliorate the general hygienic and house keeping standards and

above all to enhance the profitability and financial viability of the Milk Plants to

enable milk producers to get better price for their produce.

Women Dairy Project: Household level dairying is largely the domain of

women especially in small and marginal household families. In view of this fact,

Milkfed has undertaken Women Dairy Project in six Milk Unions namely

Hoshiarpur, Ropar, Patiala, Jalandhar, Ludhiana and Amritsar with an objective to

empower rural women in the field of dairy. This Programme is being

implemented under Support to Training & Employment Programme (STEP) with

the assistance of Government of India. Under this programme, 390 women

societies with 19860 women beneficiary members will be organized.

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Clean Milk Production Programme: For improving quality of raw milk at Milk

production level, 8 Bulk Milk Coolers have been installed in the Plant and many

more in pipe line. Besides, more than 1000 Automatic Milk Collection Stations

have also been provided for bringing efficiency and total transparency in the

system. Traditional manual method of milk testing at society level is being

replaced with Electronic Milk Testers.

Automatic Milk Collection Stations : These units are installed under quality

assurance & to make milk procurement system transparent by creating awareness

among the milk producers. Milk union Ludhiana has installed 45 AMCs in its

milkfed area. We are able to win the confidence of the milk producers by

providing this system to the societies.

ISO: 9001/IS: 15000(HACCP) CERTIFICATION

Today’s consumer is not only well informed about the value of his money but he also

makes sure about the qualitative features of the product before deciding to purchase it.

The phase of Liberalization & new technology has further intensified the fierce

competition in the market. Hence, Milk Plant Ludhiana felt the necessity to give greater

emphasis on the prime demand of the consumers i.e. assured safe & quality milk products

so as to maintain long-term relation with the consumers.

As a mark of having achieved requisite quality standards, Milk Plant Ludhiana

has already obtained ISO: 9001 Quality Certification integrated with IS:

15000(HAACP) CERTIFICATION from THE BEREAU of INDIAN STANDARDS

w.e.f 25th October 2000. With these certifications, Milk Plant fully geared itself to

compete its Milk & Milk products at global level in addition to market the same in the

domestic market.

PERFORMANCE OF MILK UNIONS / MILK PLANTS

They are operating 9 milk plants through collection of milk through Milk Producers Co-

operative Societies. Except milk plants at Ropar & Ludhiana districts, others are having

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net cumulative losses.   Jointly, Milk Unions are not in profit for the last 2 years i.e

incurred net loss of Rs.6.67 crore & Rs.8.14 crore in 1999-00 & 2000-01 respectively but

did contribute Rs.6.58 crore as net profit in 1998-99.   One milk plant at Chandigarh is

owned by MILKFED.  The accumulated losses of the Milk Unions touched the level of

Rs.76.35 crore upto 2000-01 as shown in Table below:

CATTLE FEED PLANT

Two cattle feed plants at Bhattian (Distt. Ludhiana) with 200 MT per day capacity and

Ghania Ke Bangar (Distt. Gurdaspur) with 100 MT per day capacity produced 57785 MT

of cattle feed and earned a net profit of Rs.1.1 crore even at 80% capacity utilization in

2000-01. The Commission, however, is unable to appreciate its market share vis-a-vis its

price for want of adequate information.

1.1 HISTORY AND PRESENT POSITION OF VERKA

A. HISTORY OF VERKA

The company has been well known by its brand name "VERKA" especially In Punjab

and Haryana. Chandigarh Milk Plant was set up in year 1961-1962 to meet the milk

initially. But it was not able to fulfill the growing requirements of Chandigarh City. Due

to this reason another plant set up in September 1980 at Ludhiana (Punjab), which is

adjoining to Chandigarh.

MILK PLANT LUDHIANA

"The Ropar Distt. Co-op Producer Union"

It is one of the "MILKFED" group located at Ferozepur Road, Ludhiana (Punjab). It is

registered on 05.07.1978 under Punjab Cooperative Societies Act, 1961. It started its

activities on September 1980.

B. PRESENT POSITION OF VERKA

Presently it has 856 Societies and around 46000 members are supplying milk and making

their contribution to the Ludhiana (Punjab) Plant as follows:-

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1. In Ropar District 520 Village Societies.

2. In S.A.S Nagar, Ludhiana 164 Societies.

3. In Fatehgarh District 109 Societies.

4. In Patiala District 60 Societies.

5. In UT 3 Societies.

In Ropar District three chilling centers are situated namely Morinda, Jhinjri and

Nurpur.

The Milk Plant Ludhiana produces 2 Lakhs to 2.25 Lakhs liters of Milk per day during

winter season and 1.50 Lakhs liters per day in summer season. About 2.00 Lakhs liters

pasteurized liquid milk is being supplied to the citizen of urban area per day. The plant

runs throughout 24 hours in three shifts at about 200% of its installed capacity manner

with 500 employees.

The plant is supplying milk mainly to the cities Chandigarh, Ludhiana and Panchkula

also covering some adjoining cities of Himachal Pradesh and Haryana.

It also produces PANEER, GHEE, LASSI, BIOYOGURT, GULAB JAMUN, KHEER,

CURD, FLAVOURED MILK etc. All these products are marketed at the plant under the

name "The Punjab State Co-operation Milk Producers Federation Ltd" under the Brand

name of Verka Milk Plant".

1.2 ORGABNISATION NETWORK

For the smooth running of plant, various sections are managed by the management. Each

and every activity is delegated to particular section. It is impossible for top management

to take decision on every problem, so various tasks are delegated to various sections.

These sections are interrelated to have frequent contacts with one another and it is easy to

share the information. These integrated tasks teams handle their problems and make the

supervision easy.

The following are the sections in the Verka Organisation:

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1. Procurement Section

2. Production Section

3. Quality Control Section

4. Marketing Section

5. Accounts Section

6. Administrative Section

7. Engineering Section

8. Purchase Section

9. Store Section

10. MIS Section

S ecurity S ection

1.3 NETWORK

Verka is having an apex body at the state land known as "MILKFED" Punjab,

Chandigarh. To start with functions in various fields of different unions in different

Districts and to operate with Dairying and Dairy Fields that is the operation flood with

assistance of National Dairy Cooperation (NDC) Delhi and later on is launched to operate

flood second who is affiliated to Punjab Milk Fed. It helps to its affiliated Districts Milk

Co-operations in 11 Districts. These Districts Union are:-

1. ROPAR

2. LUDHIANA

3. PATIALA

4. FARIDKOT

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5. FEROZPUR

6. BATHINDA

7. GURDASPUR

8. HOSHIARPUR

9. JALANDHAR

10. AMRITSAR

These unions in eleven districts of the state carry out smooth functioning of marketing,

procurement, cattle breeding program though district co-operative unions.

1.4 PLANT AT A GALANCE

Establishment 1980 The District Co-operative Milk Producers

Union Milk Plant, Ludhiana. : Verka

Brand Name 1,00,000 Liters ofMilk Per Day

Installed Capacity 2,00,000 Liters ofMilk per Day

Status Co-operative Society

Head Office Milkfed, Punjab, Sector 34, Chandigarh

Plant The Ludhiana District Co-operative Milk

Producers Union Ltd. Milk Plant,

Ferozepur Road, Ludhiana

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CHAPTER – II

INTRODUCTION TO

CONSUMER BEHAVIOUR

&

BRAND IMAGE

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CONSUMER BEHAVIOUR

Consumer behaviour also called as Consumer Psychology is a branch of applied

Psychology, marketing and Organizational Behaviour. It examines consumer decision

making process and ways in which they gather and analyze information from the

environment. See the consumer behaviour article for an overview. Consumer behaviour is

a multidisciplinary field which is integral to Psychology and aspects of household

economy studied in microeconomics.

The study of consumers helps firms and organizations improve their marketing strategies

by understanding issues such as how

The psychology of how consumers think, feel, reason, and select between

different alternatives (e.g., brands, products);

The psychology of how the consumer is influenced by his or her environment

(e.g., culture, family, signs, media);

The behavior of consumers while shopping or making other marketing decisions;

Limitations in consumer knowledge or information processing abilities influence

decisions and marketing outcome; 

How consumer motivation and decision strategies differ between products that

differ in their level of importance or interest that they entail for the consumer; and

How marketers can adapt and improve their marketing campaigns and marketing

strategies to more effectively reach the consumer.

Understanding these issues helps us adapt our strategies by taking the consumer into

consideration. For example, by understanding that a number of different messages

compete for our potential customers’ attention, we learn that to be effective,

advertisements must usually be repeated extensively. We also learn that consumers will

sometimes be persuaded more by logical arguments, but at other times will be persuaded

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more by emotional or symbolic appeals. By understanding the consumer, we will be able

to make a more informed decision as to which strategy to employ.

One "official" definition of consumer behavior is "The study of individuals, groups, or

organizations and the processes they use to select, secure, use, and dispose of products,

services, experiences, or ideas to satisfy needs and the impacts that these processes have

on the consumer and society.

There are four main applications of consumer behavior:

The most obvious is for marketing strategy—i.e., for making better marketing

campaigns. For example, by understanding that consumers are more receptive to

food advertising when they are hungry, we learn to schedule snack advertisements

late in the afternoon. By understanding that new products are usually initially

adopted by a few consumers and only spread later, and then only gradually, to the

rest of the population, we learn that (1) companies that introduce new products

must be well financed so that they can stay afloat until their products become a

commercial success and (2) it is important to please initial customers, since they

will in turn influence many subsequent customers’ brand choices.

A second application is public policy. In the 1980s, Acutance, a near miracle cure

for acne, was introduced. Unfortunately, Acutance resulted in severe birth defects

if taken by pregnant women. Although physicians were instructed to warn their

female patients of this, a number still became pregnant while taking the drug. To

get consumers’ attention, the Federal Drug Administration (FDA) took the step of

requiring that very graphic pictures of deformed babies be shown on the medicine

containers.

Social marketing involves getting ideas across to consumers rather than selling

something. Marty Fishbone, a marketing professor, went on sabbatical to work for

the Centers for Disease Control trying to reduce the incidence of transmission of

diseases through illegal drug use. The best solution, obviously, would be if we

could get illegal drug users to stop. This, however, was deemed to be infeasible. It

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was also determined that the practice of sharing needles was too ingrained in the

drug culture to be stopped. As a result, using knowledge of consumer attitudes,

Dr. Fishbone created a campaign that encouraged the cleaning of needles in

bleach before sharing them, a goal that was believed to be more realistic.

As a final benefit, studying consumer behavior should make us better consumers.

Common sense suggests, for example, that if you buy a 64 liquid ounce bottle of

laundry detergent, you should pay less per ounce than if you bought two 32 ounce

bottles. In practice, however, you often pay a size premium by buying the larger

quantity. In other words, in this case, knowing this fact will sensitize you to the

need to check the unit cost labels to determine if you are really getting a bargain.

There are several units in the market that can be analyzed. Our main thrust in this course

is the consumer. However, we will also need to analyze our own firm’s strengths and

weaknesses and those of competing firms. Suppose, for example, that we make a product

aimed at older consumers, a growing segment. A competing firm that targets babies, a

shrinking market, is likely to consider repositioning toward our market. To assess a

competing firm’s potential threat, we need to examine its assets (e.g., technology, patents,

market knowledge, awareness of its brands) against pressures it faces from the market.

Finally, we need to assess conditions (the marketing environment). For example,

although we may have developed a product that offers great appeal for consumers, a

recession may cut demand dramatically.

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BRAND IMAGE OF VERKA

What comes to your mind first when u come across the brand ‘VERKA’, it always has

highly known for its products and its qualities, best known for his ‘Verka Milk’.

BRAND IMAGE:-

VERKA as a brand itself is seldom looked at, as a finest brand in milk products. and over

past many years Verka has maintained his reputation in the market of Punjab and other

cities.

VARIOUS PRODUCTS OF VERKA IN MARKET:-

1) Liquid Milk

2) Milk Powder

3) Ghee

4) Butter

5) Cheese

6) Lassi

7) SFM

8) Ice Cream

9) Paneer

10) Curd/Dahi

11) Raseela

12) Verka Balanced Cattle Feed.

23

1. Liquid Milk Pasteurized Pouch Packed Milk :-

It is pouch packed milk. It may be used as such or for milk based preparations. It

shall be kept under refrigerated conditions. It is packed in half ltr. Pouch. It's length of

shelf life is 48 hours under refrigerated conditions. It is sold in arid around Ludhiana and

neighbouring areas. Special distribution control is needed, under refrigerated condition if

transported to very long distance. Verka Milk Plant is preparing three types of milk

pouch :-

Standardized Milk 4.5 min. 8.5 min.

Toned Milk 3.0 min. 8.5 min.

Double Toned Milk 1.5 min. 9.0 min.

Standardized Milk Toned Milk Double Toned Milk

2. Milk Powder :-

Dried Milk or Milk Powder is product obtained by the removal of water from

milk by heat or other suitable means to produce a solid containing 5% or less moisture.

Whole milk, defatted or skim" milk may be used for drying. It comes in packing of 200

gms, 500 gms. etc. It can be stored for 1 year before use.

3. Ghee :-

Ghee may be defined as clarified butter fat prepared chiefly from cow or buffalo

milk. The product can be used on roti/pranthas or can be used as cooking other material

24

for food. It is preserved at ambient temperature for one year. It is packed on 500 gms., 2

Kgs., 5 Kgs. & 15 Kgs. bulk pack in tin. It is sold anywhere in Punjab. No special

distribution control is needed.

4. Butter :-

Butter may be defined as a fat concentrate which is obtaining by churning cream,

gathering the fat into a compact mass and then working it.

The product obtained from cow and buffalo milk or a combination thereof or from

cream or curd obtained from cow or buffalo milk or a combinatio.n thereof, with or

without the addition of common salt and colouring matter. It can be kept under

refrigeration for three months. This comes in packs of 10 gms., 100 gms. And 500 gms.

5. Cheese :-

Verka Cheese is mainly of four types:

- Cheddar Cheese.

- Processed Cheese.

- Pizza Cheese.

- Cheese Spread.

6. Cheedar Cheese :-

Cheedar Cheese is raw cheese. It is used as raw material of processed cheese and

one of the base material for other cheese namely Pizza Cheese and Cheese Spread. It

shall be kept at cold storing. The product is packed in poly pack. The product can be held

for one year also if kept below 5*C.

7. Processed Cheese :-

It is commonly called processed cheese. The product can be consumed as such or

can be used in bakery products. It shall be kept at cold storing. The product is packed in

25

400 gms tin/200 gms tin and 1 Kg. container. The packed product can be hold for one

year, if kept below 5* C. It is sold in India and can be exported also.

8. Pizza Cheese :-

It is commonly called Pizza Cheese. Product can be consumed as such or for

making Pizza. It shall be kept under refrigeration for six months. It is packed in 200 gms.

poly packed container. Poly bag labeled best before upto two· months under refrigeration

from the date of manufacture.

9. Cheese Spread :-

Product is consumed on spreading over bread, roti, paranthas. It shall be

preserved under refrigeration. The product is packed in 200 gms cup. Product can be held

for six months from the date of manufacturing if stored below 5* C.

10. Lassi :-

Lassi, also called chhas refers to desi butter milk which is by product obtained

when churning curd led whole milk with curd indigeneous devices for the production of

desi butter.

26

Verka Lassi is very popular, specially in Punjab and it is also liked by the people

of other states. It comes in the 200 ml. tetrapack.

11. SFM:-

It is known as Sweetened flavoured milk or bottle milk. The product used in the

form of drinking sweet milk. It is preserved at ambient temperature. It is packed in 200

ml. bottle, 200 ml. tetrapak. The length of shelf life of product can be held far three

months under ambient temperature. It is sold in and around Punjab and upcountry market

mainly Delhi.

12. Ice Cream :-

Ice Cream may be defined as a frozen dairy product made suitable blending and

processing of cream and other milk products, together with sugar and flavour, with or

without colour and with the incorporation of air during the freezing process.

There are mainly three types of Verka Kulfies i.e. Malai Kulfi, Choco bar and

Mango bar. Malai Kulfi made with milk, malai and crushed nuts. Choco bar contained

chocolate and Mango bar kulfi contain mango flavour.

13. Paneer :-

Paneer refers to the small sized soft cheese. The product can be consumed as such

or can be fried and consumed. It can also be used as an ingredient for making Indian

Sweets and paneer based dishes. It is preserved under refrigerated condition for 20 days

27

from the date of packing. The product is packed in poly film bags. The pack size is 200

gms. For consumer pack and 5 Kg. Capacity in bulk pack as agreed by contracted buyer.

14. Curd/Dahi:-

Dahi or curd is the product obtained from boiled milk by souring, natural or

otherwise, by a harmless lactic acid or other bacterial culture. It should have the same

percentage of fat and solids - not - fat as the milk for which it is prepared.

15. Raseela:-

Raseela is a very popular product of Verka which was launched in 1995. It comes in two

flavours - i) Mango Raseela and ii) Pine apple Raseela.

Mango Raseela is prepared from mango pulp and Pineapple Raseela from

pineapple pulp. These are coming in 200 ml. tetrapak.

16. Verka Balanced Cattle Feed :-

MILKFED, Punjab has- two cattle feed plants having capacity to produce 300

M.T. of cattle feed & 5 M.T. of urea molasses lick brick per day. A high energy cattle

28

feed and mineral mixture is also being produced by MILKFED plants to meet the

requirement of dairy farmers.

REMARKABLE GROWTH:-

If we observe Verka as a brand over the years we can note a remarkable phenomena or

strategy from their growth in past years.

It first became popular for its quality of milk for many years and then for its

products. They targeted such areas like Punjab, Patiala, Ropar, Mohali,

Hoshiarpur, Sangrur etc. starting from low price and with basic need of a

customer.

After this they never looked back. Then came the other various milk products like Liquid

Milk, Milk Powder, Ghee, Butter, Cheese, Lassi, SFM, Ice Cream, Paneer, Curd/Dahi,

Raseela etc.

MILKFED is serving nation wide consumers through its net work of Regional

Offices and strong Distribution Channels. MILKFED markets a wide variety of products.

The annual turnover of MILK FED has crossed Rs. 700 crores. Now Verka has

arrived on the sheer strength of its quality, freshness and purity and of course its home

made taste and its products being of most affordable prices. To people today, Verka is

part of their daily life.

MARKETING SECTION

Market is of two types :-

Urban Market

Rural Market

In Verka Milk Plant urban market is done by a separate Marketing Department

that is headed by Incharge Marketing under the overall guidance of Managing Director.

He is assisted by Sales Supervisors, Milk Bar Manager, Milk Bar Assistant and Dairy

Helper-cum-Cleaners. The Marketing starts with the product planning and ends with

29

consumer's satisfaction. For this purpose, the Sales Supervisor regularly visit the market

to study market needs & supervise the sale under the different market conditions.

MARKETING SYSTEM

a) City Supply: - Market milk supply was started with effect from 13 th April, 1986.

The Plant is supplying pasteurized & standardized milk packed in half litre poly packs

through a market network of 674 agencies, 11 Milk Bars, given on lease & 4 Plant owned

Bars in Ludhiana & in satellite towns like Rajpura, Sirhind, Bassi etc. The supply of milk

has also been started in the markets of Uttrakhand & Haryana. The initiative taken by the

plant, bore the fruit & the plant started generating instant cash. Milk is also supplied to

Mother Dairy on Custom Packing basis.

b) Sweetened Flavored Milk: - The plant introduced this milk during 1988. It has

increased its production/marketing which improved the profitability. Plant has started the

sale of this flavored milk not only within the state but also in metro cities like Delhi and

neighboring states of Haryana & H.P. Keeping in view the demand; the Plant introduced

the carry away bottles for sweetened milk in 2004. Today with the addition of this

packing size in its fleet f the products, Plant is selling a record production of its unit.

c) Paneer & Curd: - To augment the financial position of the Plant & with a view

to diversity in the field of production, the Plant has already introduced

Production/Marketing of Paneer (Cheese) within Ludhiana as well as in Haryana. The

sale of these two products is picking up day by day the Plant in order to match the

competition due to which the curd is now made of Double Toned Milk which earlier was

made of Toned Milk. This as a result, raised the sale.

30

d) Cheese Plant: - A Cheese Plant with a capacity of 30 MTs per month has been

set up recently with a cost of Rs. 1.46 Crores which has started functioning after

obtaining a certificate from BEREAU of INDIAN STANDARS (BIS). The maiden

consignment of Processed Cheese in 400 gm Tins has been flagged off on 26 th May 1998

by the then Managing Director, S. Amrik Singh, MILKFED PUNJAB, Chandigarh, to the

Ministry of Defense. Thereafter, the supply of Processed Cheese is regular to the Defense

Forces & Civil Market all over the India

URBAN MARKET

1) Incharge Marketing :-

To manage and organise all marketing functions, like sales of product, organise

the city supply, advertisement, to check the functioning of all workers deputed in field

and Milk Bars.

2) Sales Supervisor :-

To sell the milk products to local dealers as well as outside dealers. To ensure the

payments from Govt. institutions, they also check the milk bars and field requirements.

3) Salesman/Milk Bar Manager :-

To sell the product through Milk Bars, which are under the jurisdiction of Milk

Plant, Ludhiana.

31

4) Milk Bar Assistants :-

To assist the Milk Bar Manager at Milk Bars.

5) Dairy Helper-cum Cleaner :-

In Verka Milk Plant they work as salesman, they have been given the targets to

sales, say 1000 products they sell the products market according to demand and received

cash, deposit to account department

RURAL MARKET

But in case of Rural Marketing, products are sold through societies. There is no

any separate department for this purpose and the Rural Marketing is secondary function

of milk procurement department which is headed by Manager Milk Procurement and

works under the overall guidance of Managing Director. He is assisted by Deputy

Manager Procurement, Vety Officer, Milk Procurement Supervisors and Milk

Procurement Assistants.

32

RURAL MARKET

1. The Manager of Procurement :-

He gives instructions & directions to Deputy Managers, Supervisors & Assistants,

helps in day to-day problems, Management of Chilling Centres, hold the meetings and

maintain contact with people to persuade them for buying milk products from this plant.

2. Deputy Managers :-

33

There are two Deputy Managers. They encourage their subordinates to do work

accurately, check the rates of milk, check exact quantity of milk, solve the problems of

procurement, supervise the work of subordinates.

3. Milk Procurement Supervisors :-

He checks the milk rates, fats, solve the problems of Procurement Assistants,

supervise the work, make proper raw material arrangements for without any interruption

in production of milk products.

4. Milk Procurement Assistants :-

They follow the directions given by Manager, supervise the work for milk

procurement, give orders to societies, full control on village societies, check the qualtity

of milk, maintain contracts with societies, solve early society problems.

34

CHAPTER – III

OBJECTIVES OF THE

STUDY

35

OBJECTIVES OF STUDY

To study the functioning of Verka Milk Plant.

To study the consumer satisfaction towards Verka Milk products.

To find out knowledge regarding the marketing strategies of Verka Milk products.

To get information about the awareness of Verka Milk products among consumers.

To study the brand image and media promotion strategies.

36

CHAPTER – IV

RESEARCH

METHODOLOGY

37

RESEARCH METHODOLOGY

For achieving the objectives of study, survey was conducted. For survey,

personal interviews of the consumers were undertaken. Personal interviews was

selected as the mode of survey to make the study more meaningful & so that

maximum information could be collected. For conducting the personal interviews

of the consumers, a questionnaire was made. The questionnaire was structured

with open ended & close ended questions.

USEFULNESS OF STUDY

The study can be useful to the company as they might come to know about

the importance of brand image and marketing strategies in the Verka Milk Plant.

The study can be of great importance to the company.

Sample Size:

I have covered 100 consumers, Ludhiana.

Types of Data:

I have used primary as well as secondary data. Some data is been

taken from internet, some from MILKFED literature and some is gathered

through questionnaire.

38

CHAPTER – V

DATA ANALYSIS

&

INTERPRETATION

39

ANALYSIS & INTERPRETATION

1. Kind/source of milk purchased?

Packed 34

Dairy 25

Milkman 41

Packed34%

Dairy25%

Milkman41%

Packed Dairy Milkman

Interpretation: According to 100 respondents 34% people says that they use to use

packed milk, 25% says they use dairy milk and rest 41% says they use milk brought by

milkman.

40

2. Which of the following would prefer?

Quality 67

Quantity 39

Taste 53

Price 73

Availability 79

All 46

Quality19%

Quantity11%

Taste15%Price

20%

Availability22%

All13%

Quality Quantity Taste Price Availability All

Interpretation: According to 100 respondents 19% says they prefer quality, 11% says

they prefer Quantity, 15% says they prefer Taste, 20% says they prefer Price, 22% says

they prefer Availability and rest 13% says they prefer All.

41

3. Are you aware about the “operation Flood”?

Yes 79

No 21

Yes79%

No21%

Yes No

Interpretation: According to 100 respondents 79% says Yes they are aware of operation

flood and rest 21% says No they are not aware of operation flood.

42

4. Are you aware of Verka milk brand?

Yes 83

No 17

Yes83%

No17%

Yes No

Interpretation: According to 100 respondents 83% says Yes they aware of Verka milk

Brand and rest 17% says that they are Not aware of the Verka milk brand.

43

5. Are you aware that Verka produces different kind of milk for different segment

of consumer?

Yes 47

No 53

Yes47%

No53%

Yes No

Interpretation: According to 100 respondents 47% says Yes they aware of Verka

produces different kind of milk for different segment of consumer and rest 53% says that

they are Not aware of the Verka produces different kind of milk for different segment of

consumer.

44

6. Are you aware that skimmed milk is good for patient and health conscious people

Contain 0.05% fats?

Yes 39

No 61

Yes39%

No61%

Yes No

Interpretation: According to 100 respondents 39% says Yes they aware of the skimmed

milk is good for patient and health conscious people contain 0.05% fats and rest 61%

says that they are Not aware of the skimmed milk is good for patient and health conscious

people contain 0.05% fats.

45

7. Are you aware of the importance of the logo of “operation flood” on Verka milk

Packs?

Yes 33

No 67

No67%

Yes33%

Yes No

Interpretation: According to 100 respondents 33% says Yes they aware of the

importance of the logo of “operation flood” on Verka milk packs and rest 67% says that

they are aware of the importance of the logo of “operation flood” on Verka milk packs

46

8. Are you aware that Verka milk is pasteurized?

Yes 79

No 21

Yes79%

No21%

Yes No

Interpretation: According to 100 respondents 79% says Yes they aware that Verka milk

is pasteurized and rest 21% says that they are not aware that Verka milk is pasteurized.

47

9. Are you aware of the shelf life of Verka milk?

Yes 43

No 57

No57%

Yes43%

Yes No

Interpretation: According to 100 respondents 43% says Yes they aware of the shelf life

of Verka milk and rest 57% says that they are not aware of the shelf life of Verka milk.

48

10. Are you aware of the storage conditions for the Verka milk?

Yes 41

No 59

No59%

Yes41%

Yes No

Interpretation: According to 100 respondents 41% says Yes they are aware of the

storage conditions for the Verka milk and rest 57% says that they are not aware of the

storage conditions for the Verka milk.

49

11. Are you aware that Verka has consumer service also?

Yes 23

No 77

Yes23%

No77%

Yes No

Interpretation: According to 100 respondents 23% says Yes they are aware that Verka

has consumer service also and rest 77% says that they are not aware that Verka has

consumer service also.

50

12. Why do you prefer Verka over other brand?

Price 41

Taste 57

Quantity 43

Availability 51

Price, 41

Quantity, 43

Availability, 51

Taste, 57

Price Taste Quantity Availability

Interpretation: According to 100 respondents, 41 responded that price is the reason to

prefer against other brand, 57 prefer taste, 43 the quantity and 51 due to availability.

51

13. Are you aware that standard toned & double toned milk are the best to be used

for household purposed?

Yes 57

No 43

No43%

Yes57%

Yes No

Interpretation: According to 100 respondents 57% says Yes they are aware that

standard toned & double toned milk are the best to be used for household purposed and

rest 43% says that they are not aware that standard toned & double toned milk are the

best to be used for household purposed.

52

14. Are you aware that full cream milk is the best for growing children & sports

person as it contain 6.0% of facts?

Yes 63

No 37

No37%

Yes63%

Yes No

Interpretation: According to 100 respondents 63% says Yes they aware that full cream

milk is the best for growing children & sports person as it contain 6.0% of facts and rest

37% says that they are not aware that full cream milk is the best for growing children &

sports person as it contain 6.0% of facts.

53

15. Do you switch over to other brand?

Yes 32

No 68

No68%

Yes32%

Yes No

Interpretation: According to 100 respondents 68% says Yes they want to switch over to

other brand and rest 32% says that they do not want to switch over to other brand.

54

16. Is Verka using any kind of media to media to media to promote its products & to

make the consumer aware about its products?

Yes 79

No 21

Yes79%

No21%

Yes No

Interpretation: According to 100 respondents 79% says Yes Verka is using media to

media to promote its products & to make the consumer aware about its products and rest

21% says No Verka is not using any kind of media to media to promote its products & to

make the consumer aware about its products

55

CHAPTER – VI

SUGGESTIONS &

RECOMMENDATIONS

56

SUGGESTIONS & RECOMMENDATIONS

Though the survey revealed that rural people like Verka's products to a great extent and

there is more demand of Verka brand but then also some people want a change in its

price, quality, quantity and some in availability. Therefore, to make its customers fully

satisfied, some measures should be taken which will also add to its sales and improve its

position in the rural market. So, there were some suggestions given by the people which

are summed up as follows :-

a) Reduction in Price :-

Generally, people are not satisfied with the prices of 'Verka products'.they feel the

products are bit expensive.Thus, to satisfy its customers, price should be reduced to some

extent.

b) Distribution System should be improved :-

People of rural area are not satisfied with the distribution system. So, distribution

system should be improved in rural areas.

c) Lack of Advertisement :-

Rural people have also complained about the advertisement of the brand Verka. It

should be made popular through more and more advertisements and schemes so as to

attract people of all age groups. More hoardings should be put in villages and with the

help of word of mouth more awareness about products should be given.

d) Availability :-

The products of Verka should be easily available in societies. There are some area

where Verka products are not available easily in societies. Therefore, Verka should

expand its market in rural area, so that products are available easily. More variety of

products should be send to the societies.

57

e) Improve quality of cattle field :-

Some people also suggested that quality of feed which is supplied to societies

should be improved so that good quality feed is given to stock .

Apart from all the above, some rural people had nothing to suggest and they said

that it needs no amendments.

58

CHAPTER – VII

FINDINGS

59

FINDINGS

The main purchasing factors for the Verka Milk & Milk products are Quality and

Brand image. The data reveals that 42% influences on Quality and 32%

influenced for the Brand.

Incomes less than 5000 to 10000 are more attracted to Verka Milk & Milk

products. As per the data, 79% of the respondent’s income is under this group.

Overall opinion of the product performance data reveals that Verka product

satisfies 70% of the respondent and 30% respondent’s opinion is average.

The city supply of milk has increased 2.7 times during the last five years.

The production of butter has declined due to less availability of milk for butter

making.

The production of ghee has increased 2.7 times in last 5 years and it has been due

to good response not only from home market but also from foreign market.

Due to perishable nature of milk cake the production has decreased but in 1992-

93 there has been in a increase in production and so on to the further year 99.

There has been 2 time increase in production of milk powder during last 5 years

and it has been due to the good quality of milk powder produced in Milk Plant,

Ludhiana.

There had been about 14 Lacs profits during last year and it has not increased as

much as efforts were increased.

The milk plant, Ludhiana has invested in Milk Fed share and Central Cooperative

Bank share.

Milk Plant, Ludhiana has purchased cattle feed and seeds worth 3,57,43,638.20

and 8,822.25 respectively to supply them to the milk producers.

60

61

CHAPTER – VIII

LIMITATIONS

62

LIMITATIONS OF STUDY

1. The information provided by the workers is not definitely true.

2. The samples of consumers are not representative of the total workforce.

3. The consumers hesitate disclosing the true facts in order to secure their

job.

4. There is no measure to check out whether the information provided by

the consumers is correct or not.

5. The behaviour of the consumers is not co-operative while giving

information, so it is very time consuming.

63

CONCLUSION

64

CONCLUSION

Working at Verka Milk Plant, Ludhiana gave me an opportunity to apply my

skills and knowledge, which I had gained previously.

It gave me an opportunity to see working an organization and to be a part of it.

Marketing Research Project on Rural Marketing gave me an opportunity to be exposed to

the farmers who were the members of various Milk Producers’ Co-operative Societies

and to know about them.

It was an amazing experience with learning all the way, which helped me to brush

up my knowledge and skills.

65

BIBLIOGRAPHY

66

BIBLIOGRAPHY

BOOKS

KOTHARI CR’S,

“RESEARCH METHODOLOGY” – Second Revised Edition

Publishers-New Age International (P) Ltd

NEWSPAPERS

1. CHANDIGARH TRIBUNE

2. AJIT

3. THE INDIAN EXPRESS

4. DAINIK JAGRAN

5. AMAR UJALA

WEBSITES

1. www.milkfed.nic.in

2. www.milffed.org

3. www.indiaagronet.com/indiaagronet/Dairy.htm

4. www.punjabgovt.govt.in/government/milkfed.htm

5. www.hindu.com/thehindu/2001/10/11/stories/0611000c.htm

67

QUESTIONNAIRE

68

QUESTIONNAIRE

CUSTOMER SATISFACTION & BRAND IMAGE OF PRODUCTS OF

VERKA

1. Name:

Add:

Telephone No:

2. Kind/source of milk purchased?

Packed

Dairy

Milkman

3. Which of the following would prefer?

Quality

Quantity

Taste

Price

Availability

All

69

4. Which packed milk do you use?

________________________________.

5. Which is the top of the mind milk brand for you ?

________________________________.

6. Are you aware about the “operation Flood”?

Yes

No

7. Are you aware of Verka milk brand?

Yes

No

8. Are you aware that Verka produces different kind of milk for different segment

of consumer?

Yes

No

9. Are you aware that skimmed milk is good for patient and health conscious people

Contain 0.05% fats?

Yes

No

10. Are you aware of the importance of the logo of “operation flood” on Verka milk

Packs?

Yes No

70

11. Are you aware that Verka milk is pasteurized?

Yes

No

12. Are you aware of the shelf life of Verka milk?

Yes

No

13. Are you aware that standard toned & double toned milk are the best to be used

for household purposed?

Yes

No

14. Are you aware that full cream milk is the best for growing children & sports

person as it contain 6.0% of facts?

Yes

No

15. Do you switch over to other brand?

Yes

No

16. Is Verka using any kind of media to media to media to promote its products & to

make the consumer aware about its products?

Yes

No

71