ANALYSIS OF
CONSUMER BEHAVIOURTOWARDS
“SUDHA ICE-CREAM”
PROJECT BY: SUPRIYA KAMNA
ROLL.NO- 915
ROOM.NO- 36
DEPT. OF MARKETING
B.COM(EVE)
ST.XAVIER’S COLLEGE(AUTONOMOUS), KOLKATA
INTRODUCTION- EVOLUTION OF DAIRY INDUSTRY
DAIRYING PRIOR TO OPERATION FLOOD
- First time under British rule the Defence department established military dairy farms to ensure supply of Milk & butter to colonial army.
- The first of these farms was set up in Allahabad in 1913.
- Subsequent facilities were established at Bangalore, Ootacamund & Karnal.
- With increase in population in civilians door to door milk selling came into existence.
- As a result several cattle sheds were build in different cities which was not an environmentally sound process.
- Milk vendors started increasing lactation period which developed
sterility problem & drained cattle superior breed.
DAIRY POST OPERATION FLOOD
• Strategy for organized dairy development was conceived in the late 1960’s.
• National Dairy Development Board (NDDB) was founded in 1965 it rested on Operation flood programme & was endorsed by Government.(also agreement with World food program, World bank, European Economic Community & also NDDB in late 1980’s)
• Operation flood programme designed to develop dairying by replicating Anand model.
• During 1970’s Dairy Commodity Surplus were building up in Europe & Dr. Verghese recognized it’s potential as investment in modernization of India’s Dairy Industry.
• Operation flood was undertaken in 3 phases: Phase I : (1970) -- Establishing Dairies in Kolkata, Mumbai, Chennai & Delhi. Phase II : (1981-1985) – Dairy development projects were implemented in some Indian States.
Phase III : Ensuring cooperative institutions become self-sustaining.
SWOT ANALYSIS OF DAIRY INDUSTRY• STRENGHTS: 1. Demand Profile. 2. Margins. 3. Flexibility of product mix. 4. Availability of raw material.
• WEAKNESS: 1. Perishability. 2. Lack of control over yield. 3. Problematic distribution.
• OPPORTUNITY: 1. Value Addition.
2. Export Potential.
• THREATS: 1. Un- organized sector.
BACKGROUND OF COMPFED (SUDHA)
• Bihar State Dairy Corporation (BSDC) was formed in 1972.
• BSDC was formed for speedy & effective implementation of operation flood in state but it failed, so NDDB took over the management under banner Patna Dairy project.
• Patna Dairy project was first to start milk marketing in sachets in Bihar during 1981.
• Then Bihar State Co-operative Milk Producers Federation Ltd. (COMPFED) came into existence in 1983.
• There are mainly 5 district milk unions under Compfed which covers cities like Patna, Nalanda, Siwan, Munger, Muzaffarpur, Buxar, Darbhanga, etc.
• The marketing of Sudha Brand of Ice-cream after test marketing was first launched in Patna in April 1995.
• In July 1998, NDDB handed over the management to Vaishali Patliputra Dughd Utpadak Sahkari Sangh Ltd. (VPDUSS).
Ques 1: Which age group you belong to?
• People of various age group were covered.
• Age group 20-30 yrs were most enthusiastic to answer about Sudha.
• The youth is the largest consuming section & they are mainly targeted by marketers.
• Sudha can mainly focus on them & also people of age group 30-40 & kids who love sweets & Ice-cream.
15%
50%
12%
23%
AGE GROUP 10-20 AGE GROUP 20-30
AGE GROUP 30-40 AGE GROUP 40 & ABOVE
Pie-Graph showing the age group to which sample size belong.
FEW MAJOR SURVEY RESULTS SAMPLE SIZE : 150
Ques 2: Are you a consumer of Sudha Products?
• On the basis of convenience I choose my 150 respondents.
• It’s amazing to note that all are consumers of Sudha products.
• Also Out of these 150 respondents 138 respondents have tasted Sudha Ice-cream at least once which can be seen next.
100%
0%
YES NO
Pie-Graph showing number of people who are consumer of Sudha products.
Ques 3: Varieties of Sudha products you had?
• 329 responses were collected from 150 respondents.
• 138 respondents have had Sudha Ice-cream.
• 80 respondents voted for Sudha peda, 59 for dahi & 52 for other products.
• So here Sudha Ice-cream takes away a large chunk followed by Peda, dahi, etc.
42%
24%
18%
16%
SUDHA ICE-CREAM SUDHA PEDA
SUDHA DAHI OTHER SUDHA PRODUCTS.
Pie-Graph showing varieties of Sudha products consumed by People.
Ques 4: Is Sudha Ice-cream your favourite of all sudha products?
• Sudha offer varieties of milk products.
• Ice-cream, Peda, Dahi, Sachet milk of various kinds,etc.
• When respondents were asked do they prefer Ice-cream over other products- 96 respondents said YES.
• Sudha Ice-cream is liked by majority
so company should ensure that customers are retained & new prospects are made.
64%
36%
YES NO
Pie-Graph showing preference of Sudha Ice-cream among all Sudha products.
Ques 5: How you rate Sudha Ice-cream in terms of Price?
• Price today is no longer the only factor to grab customer but it still plays a major role.
• Respondents were asked to rate the price of Sudha Ice-cream.
• Out of 138 respondents 60 respondents rated it Reasonable.
• 39 rated it fair, 29 found it cheap & best & just 10 responses were against all above i.e., Costly.
• So overall consumers are satisfied with the prices of Sudha Ice-cream.
7%
29%
43%
21%
COSTLY FAIR REASONABLE CHEAP & BEST
Pie-Graph showing what is consumer’s opinion on price of Sudha Ice-cream.
Ques 6: Where you rank Sudha Ice-cream as compared to other Ice-cream brands like Amul, Vadilal, Treat, etc.
• Sudha is leading milk product supplier in Bihar excluding Ice-cream.
• There are several other brands for Ice-cream available like KWALITY WALLS, AMUL,VADILAL, TREAT, etc.
• But According to 79 respondents Sudha is on top as compared to others.
• Whereas 33 give Sudha second place, 21 third place.
• 5 respondents rank it at the bottom.
57%24%
16%3%
TOP NEXT BEST AVERAGE BOTTOM
Pie-Graph showing where consumer ranks Sudha Ice-cream as compared to leading Ice-cream brands.
Ques 7 . In which field do you think Sudha Ice-cream needs Improvement?
• For success of any product it is very important to know in which field according to customer it lacks so that it can be improved.
• When respondents were asked same for Sudha Ice-cream It was clearly found that majority of them was unhappy with the availability.
• Making product popular & of good quality is of no use unless it is available to customer. This area need to be improved.
• There is also scope of improvement in Quality & Quantity.
7%
23%
18%
52%
PRICE QUALITY QUANTITY AVAILABILITY
Pie-Graph showing consumer’s opinion as to in which field Sudha Ice-cream needs improvement.
Ques 8: Will you advice others to have Sudha Ice-cream?
• Word of mouth is very effective communication media if it is Positive.
• Respondents were asked whether they will advice others to have Sudha Ice-cream then 130 respondents said yes which is a good indication.
• But there is a thing to worry that 8 respondents will act as negative word of mouth which may multiply quickly.
• So some steps should be taken to change their attitude towards Sudha Ice-cream.
94%
6%
YES NO
Pie-Graph showing whether consumers will make others aware of Sudha Ice-cream.
Ques 9: What will you score for our Environmental concern? (SUDHA’S QUESTIONNAIRE)
• Green marketing is very recent trend in market which not only saves environment but also create positive impact in mind of Customers.
• There are two types of companies: - One who claim their product to be eco-
fiendly. - Others who claim their production to
be eco-friendly.
• Sudha claims their production as well as products to be eco-friendly still there is 50-50 answer from respondents.
• Half of the respondents rate their environmental concern excellent to good & half satisfactory to poor.
3%
25%
27%
23%
22%
EXCELLENT VERY GOOD GOOD SATISFACTORY POOR
Pie-Graph showing what consumer thinks about environmental concern of the organisation.
Ques 10. How is the Social concern of our Organisation? (SUDHA’S QUESTIONNAIRE)
• Corporate Social Responsibility- Functions as a built-in, self regulating mechanism whereby business monitors & ensure it’s active compliance with spirit of law.
• When consumers were asked to rate Sudha for it’s social concern the result was not one sided.
• 50% of the respondents find Sudha’s social concern as good.
• whereas other 22% respondent find it satisfactory & 21% respondents rate poor.
4%19%
34%
22%
21%
EXCELLENT VERY GOOD GOOD SATISFACTORY POOR
Pie-Graph showing what consumer feels regarding the social concern of the organisation.
FINDINGS• Sudha Ice-cream is liked by majority of people, these people lie in the age group
of 20-30 years.
• Most of the respondents were satisfied with the quality of Ice-cream almost 94%.
• Consumer’s favourite flavours are Kesar pista, Chocolate followed by
Vanilla & others.
• 93% of the consumers find the price of Sudha Ice-cream reasonable.
• More than 50% respondents were not satisfied with availability of Sudha Ice-cream.
• Sudha Ice-cream still has a long way to go as competitors are well established in Bihar as far as Ice-cream market is concerned.
RECOMMENDATIONS
• Sudha is focusing on people of Age-group 5-30 yrs & compel them to purchase the ice-cream, they should ensure repeat purchase.
• Sudha should introduce some promotional methods in order to attract more customers for Ice-cream products.
• Availability of Ice-cream should be ensured may be by using “Push Strategy” so that every time consumer demands Ice-cream it is readily available to them.
• Few are unsatisfied with the quality consistency of Sudha Ice-cream so some improvement can be done in this regard.
• Sudha Ice-cream is competing with Big brands like Amul & Vadilal so focusing on only product & price can’t do much all 4P’s should be given equal importance.
LIMITATIONS
1. Area of Operation.
- Was confined to Patna, capital of Bihar so we can’t infer consumer behaviour in whole of it’s marketing area, Bihar.
2. Time Limitation.
- 1 month to conduct survey thus could not take large sample.
3. Survey Error.
- Some of them were unaware of questions this lead to some errors.
CONCLUSION• Compfed (Sudha is a brand name under this company) ploughs back Rs. 250crores every
year directly to rural farmers.
• 65% of Compfed, earning goes to Farmers, cooperatives as bonus, dividends & development fund.
• 35% income is used in Plant & Machinery maintenance.
• Compfed is neither a govt. body nor a NGO.
• Compfed conceived to replicate & oversee Anand pattern dairy cooperatives in Bihar.
• According to a report on April 19, 2010 the federation had set a record of collecting 11.70 lakh litres of milk per day.
“ Compfed act like a bridge between rural farmers & organized market”
THANKS