PROJECT REPORT

CONSUMER PREFERENCE AND BRAND RECALLABILITY OF

SARAS DAIRY PRODUCTS IN JAIPUR CITY

Submitted in the partial fulfillment of requirements for the award of

Degree of Master of Business Administration
Session [2013- 15]

Under supervision of
Shri GOVIND GUPTA
DY. MANAGER (MKTG)

Submitted by
ANKIT KUMAR GANGWAL
Institute Id. 2013PBM8022

DEPARTMENT OF MANAGEMENT STUDIES

MALAVIYA NATIONAL INSTITUTE OF TECHNOLOGY
JAIPUR, RAJASTHAN
1

DECLARATION
I, Ankit Kumar Gangwal Institute Enrollment ID 2013PBM8022 of Department of
Management Studies, Malaviya National Institute of Technology Jaipur hereby submit this report
titled CONSUMER PREFRENCES AND BRAND RECALLABLITY OF SARAS DAIRY
PRODUCTS IN JAIPUR CITY of the project conducted at SARAS DAIRY in partial
fulfillment of the requirements for the award of degree of MBA.
I declare that the work presented in this report is my original and is not submitted
anywhere else for the award of any other degree by any other Institute. To the best of my
knowledge and belief, this report contains no material previously published or written by any
other person, except where due reference is made.

(Signature of Student)
Date:

ANKIT KUMAR GANGWAL

Countersigned:
(Signature of Industry Supervisor)
Date:

Name & Designation of

Industry Supervisor

(Signature of Faculty Supervisor)

Date:

Name & Designation of

Faculty Supervisor

PREFACE

As part of the requirements to be fulfilled for the award of the degree of Masters in Business
Administration (MBA) from Malaviya National Institute of Technology (MNIT), Jaipur, students
are expected to work on Project and present a report on the same in their fourth semester. This
document contains details of expected practices with respect to the research project submission.
Clearly general guidelines such as these may not cover all circumstances. Particular emphasis
and minor adjustments may be necessary in individual cases. Such adjustments are to be brought
to the notice of the faculty and only on their approval it should be incorporated in the thesis. It
is thus imperative that students consult their faculty members for specific advice and guidance
on matters pertaining to the design and content of your study and of course, the reporting of it.

ACKNOWLEDGEMENT
The work presented here is not a single effort as each and every person associated with this
project has contributed in the successful accomplishment of this piece of work and is being
thanked for their efforts.
I am thankful to the Director Dr. I K BHAT MALVIYA NATIONAL INSTITUTE OF
TECHNOLOGY (MNIT), MBA programme, for giving me such an opportunity to have a
practical exposure and collect first hand data by myself.
I owe my heartiest thanks of Dr JEET RAM DHAKA (Managing Director), JAIPURA
DAIRY, for giving me an opportunity to be a part of the Jaipur Dairy and I am also thankful to
other officers as under for allowing me to do research in their prestigious organization and
providing necessary information for the research project.
Mr. Govind . Gupta. (DY Marketing Manager)
Mr. A. K . Sharam

(Assistant Manager)

Mr. Sonila Chturvedi (Training Officer)

I would like to thank all those people who were a part of this report in some way or other for
providing me all possible help and cooperating with me.
Without their cooperation I would not have been able to get their valuable responses and thus
would not have been able to complete the project.

ANKIT KUMAR GANGWAL

ABSTRACT
The report consists of the details on Jaipur Zila Dugdh Sahkari Sangh Limited. It is a co-operative
society. The main aim of it is the welfare of the society by providing quality milk to its consumers
at an affordable price.
It has various functional departments such as the Production, Human Resource, Finance,
Marketing, Purchase and Stores, Quality Assurance, Dispatch and Logistics. A detail study of all
these departments have been made so as to get a clear view of the working of each of them.
In addition to it a market research on the Consumer Preference and Brand Recall ability of
SARAS Dairys Products has been done in Jaipur city. This survey is useful for the company to
know the status of brand Recall ability among consumers towards the products of SARAS dairy
in Jaipur city. This will enable the company to take appropriate decision as needed to increase as
well as to retain its customers in the market. The survey has been analyzed by presenting it in the
form of graphs and tables and based on it; the interpretations have been made for the same. The
results and findings have also been made for the organization to help management in their
decisions. Lastly, the recommendations have also been made for the organization.

TABLE OF CONTENTS
Title page
Declaration
Certificate
Preface
Acknowledgement
Abstract
Chapter 1: Introduction
1.1: About the industry

1.2: About the Company

1.3: About the Functional Departments

1.3.1: Production Department
1.3.2: Finance Department
1.3.3: Marketing Department
1.3.4: Human Resource Management Department
1.3.5: Purchase and Stores Department
1.3.6: Quality Assurance Department
1.3.7: Dispatch and Logistics Department
Chapter 2: Literature review
2.1: Background of the Study
2.2: Importance of the Study
2.3: Objective of the Study
Chapter 3: Research Methodology
3.1: Research Design
3.2: Sources of Data
3.3: Data Collection Method
3.4: Population
3.5: Sampling Method
3.6: Sampling Frame25
Chapter 4: Data Analysis and Interpretation
Chapter 5: Limitations of the Study
5.1: Results and Findings
5.2: Conclusion/Suggestions
References
Questioner
Project feedback form

7
9
11
15
18
19
20
21
23
24
25
25
25
25
25
26
55
56
58
59
60
63

LIST OF TABLES
Table no
Age analysis

01

Page
No.
26

Gender analysis

02

27

Household income analysis

03

27

Occupation analysis

04

28

The response consumption of the Saras Dairys products

The response of not consuming the Saras Dairys products
The top of the mind response of the Saras Dairys products
Unprompted recallability of brands

05
06
07
08

29
29
31
32

The response for the 1st favorite brand

09

34

The response for the 2nd favorite brand

10

36

The prompted recallability of the brands

11

38

The recommended brands of products

12

40

The consumption pattern of 1st favorite brand

13

41

The consumption pattern of 2nd favorite brand

14

42

The buying pattern of the respondents

15

43

The satisfaction level of quality

16

44

The satisfaction level of price

17

45

The level of importance of the price attribute

18.1

46

The level of importance of the quality attribute

18.2

47

The level of importance of the availability attribute

18.3

48

The level of importance of the variants attribute

18.4

49

The level of importance of the packaging attribute

18.5

50

The level of importance of the quantity attribute

The satisfaction/superiority level of SARAS dairys products

18.6
19

51
52

20

53

The association between annual household income and average

amount spent

LIST OF CHARTS
Sr. No.
1
2
3
4
5
6

Particulars
Age analysis
Gender analysis
Household income analysis
Occupation analysis
The response consumption of the Saras Dairys products
The response of not consuming the Saras Dairys products

Chart no
01
02
03
04
05
06

Page No
26
27
28
29
30
30

7
8

The top of the mind response of the Saras Dairys products

Unprompted recallability of brands

07
08.1

31
33

08.2

34

10

The percentage of respondent for unprompted recalling

other brands
The response for the 1st favorite brand

09

35

11

The response for the 2nd favorite brand

10

37

12

The prompted recallability of the brands

11.1

39

13

The percentage of prompted recallable brands

11.2

39

14

The recommended brands of products

12.1

40

15

The percentage of recommended brands

12.2

40

16

The consumption pattern of 1st favorite brand

13

41

17

The consumption pattern of 2nd favorite brand

14

42

18

The buying pattern of the respondents

15

43

19
20
21

The satisfaction level of quality

The satisfaction level of price
The level of importance of the price attribute

16
17
18.1

44
45
46

22

The level of importance of the quality attribute

18.2

47

23

The level of importance of the availability attribute

18.3

48

24

The level of importance of the variants attribute

18.4

49

25
26

The level of importance of the packaging attribute

The level of importance of the quantity attribute

18.5
18.6

50
51

27

The satisfaction/superiority level of Saras dairys products

19

52

CHAPTER-1
INDIAN DAIRY INUSTRY
1.1: Introduction:
The dairy sector in the India has shown remarkable development in the past decade and
India has now become one of the largest producers of milk and value-added milk products in the
world. The dairy sector has developed through co-operatives in many parts of the State. During
1997-98, the State had 60 milk processing plants with an aggregate processing capacity of 5.8
million litres per day. In addition to these processing plants, 123 Government and 33 cooperatives milk chilling centres operate in the State.

Indian dairy industry:

Dairy is a place where handling of milk and milk products is done and technology refers
to the application of scientific knowledge for practical purposes. Dairy technology has been
defined as that branch of dairy science, which deals with the processing of milk and the
manufacture of milk products on an industrial scale.
In developed dairying countries such as the U.S.A., the year 1850 is seen as the dividing
line between farm and factory-scale production. Various factors contributed to this change in
these countries, viz. concentration of population in cities where jobs were plentiful, rapid
industrialization, improvement of transportation facilities, development of machines, etc.
whereas the rural areas were identified for milk production, the urban centres were selected for
the location of milk processing plants and product manufacturing factories. These plants and
factories were rapidly expanded and modernized with improved machinery and equipment to
secure the various advantages of large-scale production. Nearly all the milk in the U.S.A. before
1900 was delivered as raw (natural) milk.
The highest milk producer in the entire globe India boasts of that status. India is
otherwise known as the Oyster of the global dairy industry, with opportunities galore to the
entrepreneurs globally. Anyone might want to capitalize on the largest and fastest growing milk
and milk products' market. The dairy industry in India has been witnessing rapid growth. The
liberalized economy provides more opportunities for MNCs and foreign investors to release the
full potential of this industry.

The main aim of the Indian dairy industry is only to better manage the national resources
to enhance milk production and upgrade milk processing using innovative technologies.
The Indian dairy industry has aimed at better management of the national resources to
enhance milk production and upgrade milk processing involving new innovative technologies.
Multinational dairy giants can also make their foray in the Indian dairy market in this challenging
scenario and create a win-win situation for both.
In India, dairying has been practiced as a rural cottage industry since the remote past.
Semi-commercial dairying started with the establishment of military dairy farms and cooperative milk unions throughout the country towards the end of the nineteenth century.
During the earlier years, each household in those countries maintained its family cow
or secured milk from its neighbor who supplied those living close by. As the urban population
increased, fewer households could keep a cow for private use.
The Indian Dairy Industry has made rapid progress since Independence. A large number
of modern milk plants and product factories have since been established. These organized dairies
have been successfully engaged in the routine commercial production of pasteurized bottled milk
and various Western and Indian dairy products. With modern knowledge of the protection of
milk during transportation, it became possible to locate dairies where land was less expensive
and crops could be grown more economically.
.

10

1.2: About the Company:Jaipur Zila Dugdh Utpadak Sahakari Sangh Ltd.(Jaipur Dairy)
Towards fulfillment of the national objective of making India self-sufficient in milk production,
a small step was taken in March 1975 and Jaipur Zila Dugdh Utpadak Sahakari Sangh Ltd., Jaipur
(popularly known as Jaipur Dairy) was registered under Cooperative Act 1965 to work in then
Jaipur District. Initially this union did not have the processing facilities. It started with a modest
beginning of procuring 250 liters of milk per day.

Objective:
1)

To organizing dairy cooperative societies and producers marketable surplus milk.

2)

To undertake training and awareness programmed against milk producers.

3)

Market of quality processed milk and milk products to the consumers.

11

COMPANY PROFILE:
UNIT NAME:

Jaipur Zila Dugdh Utpadak Sahakari Sangh Ltd

FORM OF ORGANIZATION:
Co-operative Sector
YEAR OF ESTABLISHMENT:
24TH December, 1981
REGISTERED OFFICE:
RAJASTHAN CO-OPERATIVE DAIRY FEDERATION LIMITED,
Saras Sankul, Jawahar Lal Nehru Marg, Jaipur-302017 (Rajasthan), INDIA
Tel. No.: 91-141-2702501-8,
Fax: 91-141-2702537
Click to email [email protected], [email protected]

SIZE OF THE UNIT:

Large Scale Industry
MAN POWER:
Permanent: 2750
Temporary: 870

12

Present Products Mix:

Saras Dairy is a unique place processing several products from the basic raw-material
i.e. Milk, These products are as under and are immensely popular in and around city of Rajasthan.
Fresh Milk

Long Shelf Life Milk (UHT)

Skimmed
DTM
Toned
Standard
Full Cream

Skimmed Milk (Slim)

Double Toned Milk (Fit n' Fine)
Toned Milk (Shakti)

Fresh Milk Products

Long Shelf Life Milk Products

Chaach
Lassi
Dahi
Paneer
Shrikhand
Icecream
Flavored milk
Gulab Jamun

Ghee
Cow Ghee
Table Butter
SMP
Cheese
White Butter
Rasgulla

Vision and Mission:

Jaipur Dairy is a Co-operative society and it is not just a profit making unit but to serve
the better worth to society. The main mission of the Saras dairy is to assure and safeguard the
interest of the both nominal consumer of milk in city area and supplier of rural areas. And for
this the Saras Dairy deals according to provide BEST QUALITY product at REASONALBE
PRICE to their customers

Environment Policy:
We are committed to protect and preserve natural Environment for social welfare and coexistence. Jaipur Dairy, A leading co-operative organization is engaged in manufacturing and
marketing of milk and milk products in India and abroad.

13

FOLLOWING ARE THE PRINCIPLES OF ENVIRONMENTAL POLICY

Control our plant operations to prevent pollution.

To conserve natural resources and energy.

Comply with applicable environmental legislation and regulations.

Applying greening of the earth within our premises.

Continually improve our environmental performance.

To minimize generation of waste and follow appropriate methods for its disposal

Create awareness among employees on environmental issues and environmental

management system.

Keep our work environment clean and safe.

This Environmental policy will be communicated to all employees, contractors and

suppliers of Jaipur Dairy.

.

14

1.3: About the Functional Departments:

1.3.1: Production Department
ORGANIZATIONAL STRUCTURE OF PRODUCTION DEPARTMENT

Production
manager

Assistance
manger

Common shift
superintendent

Officer (raw
milk
receiving
dock)

Officer
process
section

Officer butter
sectionficer

Officer pouch
packing

Officer ghee
section

Technical
officer

Technical
officer

Technical
officer

Technical
officer

Technical
officer

supervisor

supervisor

supervisor

supervisor

supervisor

operator

operator

operator

operator

operator

worker

worker

worker

worker

worker

15

INTRODUCTION
Production Department is most important part in any organization, firm, company or
co-operative sectors. Production can be made for the middle users or for the end-users (direct
consumers). Production do the main work of converting raw material into semi-finished or
finished goods, it depends on what kind of production the organization is doing.
In the context of Saras DAIRY, people have endless demand for milk and milk products.
SARAS DAIRY undertakes the procurement of milk and its production likewise satisfying the
needs and demand of people. It estimates the demand and accordingly production is done for
which arrangement of Raw material, finance and provision for selling is made by SARAS
DAIRY.
The Production Department is interrelated with the Personnel, Finance, and Marketing
Department. During the year the average weight of milk received from the co-operative milk
societies was 3, 34,588 kg. The maximum quantity of milk received in one day was 4, 44,008 kg
during the year.
Activities of Production Department:
There are mainly five (5) activities done by the Production Department. They are as
follows:
1. Raw Material Receiving Dock
2. Pasteurization
3. Standardization
4. Homogenization
5. Pouch packing Section
Saras Dairy has set up a modern plant for the production process. It has established its plant in a
modern high tech style which functions nearly 80% automatically

16

1.3.2: Finance Department

INTRODUCTION
Finance is the most crucial part in any organization. Finance is required in each & every
stage of the business. Business is nothing but a process of making money through money.
The finance department of a business takes responsibility for organizing the financial and
accounting affairs including the preparation and presentation of appropriate accounts, and the
provision of financial information for managers
The primary purpose of the Finance Department is to monitor and report on the financial
position of the Saras Dairy and to provide an excellent level of service to their public customers
and customers in other City Departments.

It can be acquired through various sources. After the acquisition of finance, the work of
utilization of finance is to be decided. The finance department has to deal with not only the
procurement of finance but also with the proper utilization of it. Finance is the basic requirement
for purchase of assets, production of goods, marketing, selling, etc. The finance department takes
the decision regarding financial matters. Thus, we can say that finance dept. is one of the most
important dept.
Source of Finance in Saras Dairy
Saras dairy does not raise finance for short term as all the requirement for short-term
finance are fulfilled by the internal sources (i.e. reserves & surplus). Mostly, finance is raised
from long-term sources of finance. All the requirement of finance is fulfilled either by issuing
equity shares or by taking loan from National Dairy Development Board. The repayment of
loan is done in equal installments, the amount is pre-decided. Generally, 6% interest is charged
on the amount of loan.

17

The Main Areas Covered By Financial Department in Dairy

Book keeping procedures.

Creating a balance sheet & profit and loss account.

Providing information to management.

Management of wages & salary.

Raising Funds.

Cost allocation.

Capital Structure in Saras Dairy

Capital structure of an organization refers to procurement of capital. Capital structure
including all the financial. Thus capital structures of an organization show how or through which
sources raised.
Saras dairy is a co-operative society and its shares are out listed in stock exchange.
However the shares are purchased by the milk societies who can easily become its members.
These societies are not paid dividend but get prices difference.
Saras Dairy Is A Co-Operative Organization. It Does Not Issue Right Or Any Other
Public Issue. Therefore There Is No Question Of Any Bonus.
SARAS DAIRY does not have any other source of raising fund from its profits. For
any undertaking it is financial by NDDB or self-financing.

18

1.3.3: Marketing Department

ORGANIZATIONAL STRUCTURE OF MARKETING DEPARTMENT
Saras dairy is having a full-fledged marketing dept. where all the functions related to marketing
are performed. As a part of marketing strategy saras Dairy has increased its Morning milk centers
Saras Dairy has also started marketing ghee in rural area through dairy cooperative societies. The
results of the same have been overwhelming and presently we are selling over 85 MT per month
of ghee through DCSs.

MARKETING
MANAGER

MARKETING
SUPRITENDENT

SENIOR
SUPERVISOR

SENIOR OFFICE

SUPRITENDENT

JUNIOR OFFICER

JUNIOR
SUPERVISOR

JUNIOR OFFICER

JUNIOR
SUPRITENDENT

JUNIOR
INSPECTOR

SALESMAN

SENIOR
ASSISTENT

JUNIOR
ASSISTENT

19

Distribution Network
Distribution channel can be divided in two categories:a) Urban Distribution Network
b) Rural Distribution Network
Urban Distribution Network
a) Milk Distribution Network
Distribution Network:
1. Twenty Seven Zones.
2. Twenty Seven Distributors one distributor for one Zone.
3. One Vehicle for retail Stores Milk & Milk products supply.
4. Three Vehicles for department supply i.e. Army Supply, Hospital Supply etc.
B) Fresh Product Distribution Network
Distribution Network:
1. 28 Distributors for fresh product supply in Jaipur City.
2. Two Distt. for exclusive Saras Parlour supply.
3. One mobile vehicle for M.B 186 (RCDF), 147(Secretariat), 116(Vidhansabha) supply.
C) Ice-cream distribution
1. Three Distributors for Ice-cream supply in Jaipur City.
2. One vehicle for M.B 186 (RCDF).
d) Ghee Distribution network
1. Twenty Eight Distributor for Ghee distribution.
2. Jaipur Dairy has started marketing ghee in rural areas through dairy cooperative socities. The
results of the same have been overwhelming and presently we are selling over 85 MT per month
of ghee through DCS's

20

Retail Outlet Network

Jaipur Dairy sells its milk & milk products through a network of over 1800 retail outlets spread
over Jaipur city and nearby 50 towns in 2003 and currently Jaipur Dairy has a network of over
4500 Retail outlets over Jaipur City and nearby 100 towns. Outlets of Saras Categorization as
under:
1) Booths 2) Shop Agencies 3) Institutions 4) Saras Parlor
Retail Outlet Network in Urban Areas
* Booths - 585
Jaipur Dairy Own Booth 200

Private- 385

* Shop Agency- 3295

* Parlors Eighty Two run by Private Party.
Milk Booth- 186 (RCDF) Parlor run by Jaipur Dairy
Milk Booth- 1581
Modern Trends- Eight
1).world
5). Hyper City

trade

park

6). Vishal Mega Mart

2).ReliancFresh
7). Big Bazar

3).Metro

4).Easyday

8). Big Shopper's

* Canteens - Three
1. Vidhansabha
2. Secretariat
3. Amer run by Jaipur Dairy

* Departments: Thirty Eight which is listed in Jaipur Dairy

21

Retail Outlet Network in Rural Areas

* Shop Agency - 1300
* Parlors- 6 Rural Parlors & 2 Highway Parlors
Rural Distribution Network
a) Milk Distribution Network
Earlier Distribution Network:
Eleven Distributors for eleven Routes.
Current Distribution Network:
Twenty Eight Distributor for 28 Routes (One Distributor for one Route).
b) Fresh Product Distribution Network

22

1.3.4: Human Resource Department

INTRODUCTION
Human Resource Management in simple words means planning, organizing, directing
and controlling of procurement, recruitment, selection, training and development, compensation,
integration, maintenance, appraisal, allocation and separation of Human Resources

Human Resource Management at Saras Dairy

Saras Dairy is one of the leading Dairy It shares collaborative and friendly relationship
with preferred partners, employees, consumers and other workers involved to it. It maintains a
transparency in handling the above relations and stick to its standards.
The HRM function or Personnel department function in Saras Dairy is indeed vast. All
major activities since working of a worker from the time of his/her selection in to an
organization until he/she resigns or get retired or leave job for any reason comes under the
preview of HRM.
The HR planning in Dairy is very smooth and transparent. It made Saras Dairy a HUGE
BIG Family of approximately 1400 employees. In saras Dairy major attention is given on the
welfare and Safety of employees. They are also given different kind of incentives to increase
their production effectiveness.
Dairy also focuses on developing human value and potential through various bearing and
development activities and provide favorable atmosphere. All these functions are performed by
HR in Saras Dairy.

23

ORAGANIZATIONAL CHART OF PERSONNEL DEPARTMENT

MANAGING DIRECTOR

GENERAL MANAGER (P&A)

MANAGER
(PERSONNEL)

MANAGER
TIME KEEPING

MANAGER
(ADMIN)

SUPERINTENDENT
(TELEPHONE)

OFFICER

OFFICER

OFFICER

SR. OFFICER

JR. OFFICER

JR. OFFICER

JR. OFFICER

SR. EXECUTIVE

SR.EXECUTIVE

SR. EXECUTIVE

JR. ASSISTANT

JR. ASSISTENT
TIME KEEPER

JR.ASSISTANT
(ADMIN)

Human Resource Is Divided Into Different Parts

The HR in Saras Dairy in mainly divided into four sections:

Personnel Department
Recruitment, selection, training, industrial relations, negotiation with Union etc.

24

Administration Department
Its handles canteen, security, welfare facilities, safety, Any theft or loss, Absenteeism
, events, AGM meeting organizing, licensing work, hygiene of various dept., etc.

Time Keeping Department

It handles salary & wages, records of employees, provides benefit of statutory, ESS,
Form fill up, punching System, provident fund, ESI etc.

Telephone Department & Computer Department

Maintains the connection of each department and provides facility of CUG to each
employee to remain in contact while doing work. So that if any query or problem
occur they can contact each other easily. Computer system handles the whole MIS in
Saras Dairy.

Recruitment
Recruitment is a process of searching for prospective employees & stimulating them to
apply for the job in the org. Recruitment of an employee is done on the bases of Human Resource
Planning carried by Saras dairy Mgt. At Jaipur dairy recruitment is done through both sources
i.e. internal as well as external sources.

Internal Recruitment:
Recruiting employees internally like promotion, transfers, etc.

External Recruitment:
Recruiting employees form job portals, employment exchange, campus interview,

advertisements. Dairy uses External source of recruitment mostly.

25

1.3.5: Purchase and Stores Department

INTRODUCTION
Inventory Management System
In Saras dairy, the store department uses the FIFO method. I.e. First In First Out method
of inventory management.

Purchase Procedure
Saras Dairys main raw material is milk. The purchase department has only to pick up
just 10% of other raw material. The purchase procedure is as under:
1. First of all respective department heads find out their need and get it approve by the
managing director.
2. Then they contact the stores department.
3. After this they send an indent to the purchase department.
4. The purchase department then asks for quotation from the suppliers.
5. After the quotations are received will then be selected.
6. The least cost giving suppler will then be selected.
7. Then take the approval and give the authority to the supplier who gets the quotation
passed.
8. Then just let the finance department will make the payment the supplier after the
delivery of goods.

Types of Stores
Cold Stores
The cold stores are use for storing milk, chhas, flavored milk, dahi etc. and many other products.
General Store
Here plastic of milk bags is store; tins of ghee, milk powder, fodder for cattles etc. are stored.

26

1.3.6: ORGANIZATIONAL STRUCTURE OF QUALITY CONTROL

DEPARTMENT

INTRODUCTION
Activities Carried By People in Quality Control Lab

MANAGING
DIRECTOR

Superintendent
The superintendent observes all the activities in the lab,
Packing and giving the guidance.
Junior Officer

QUALITY
CONTROL
MANAGER

Here the officer looks after all Agmarks related to ghee

And butter in the lab.
Senior Officer

QUALITY
CONTROL
OFFICER

Here the senior chemist looks after ISO 14000 and

ISO 9000-20000 certificates.
Chemist

SENIOR
CHEMIST

The chemist looks after all the society milk, pasteurized

milk and other milk products.
Sampler
The sampler takes the samples from the milk received

JUNIOR
CHEMIST

from different co-operative societies.

Micro Biologist (Milk Plant)
The microbiologist cleans up all the tools and machines,

SAMPLER

which are used for milk, butter and buttermilk.

WORKER

27

1.3.7: Dispatch and Logistics Department

INTRODUCTION
Dispatch and Logistics
All activities carried out under the supervision and order General Manager of Marketing head
i.e. order of milk and milk products are dispatched as per the order of customers and retailer and
all records of dispatch are kept in dispatch register and computer.

In dispatch department the work is divided in 3 shifts

1. Morning
2. Afternoon
3. Evening

Sources of Mode of Transportation

There are trucks, tempos, insulated vans, three wheeler tempos are used to deliver the milk and
the milk products in all the three shifts.

28

CHAPTER 2
LETERTURE REVIEW
2.1: Background of the study
Many large organizations have marked their presence in the dairy industry and trying to
grab as much market share as possible in the industry. Saras Dairy is also one of the cooperative
organization which is engage in producing the milk and milk products.. This as a result has
maintained national and international for quality and consumers likeliness. These high standard
milk and milk products manufactured economically using modern technology are made available
timely to consumers.
The dairy is manufacturing different types of milk and milk products. The profiles of these
products are as under:
Milk
Sr. No.

Brand Name

Fat

SNF

Price

Price

Price

(500 ml)

(5 ltr)

(200ml)

Saras Gold

6.00

9.00

Rs 24.00

Rs 140

Saras Tonned

3.00

8.50

Rs 18.00

Rs 85

Saras double tonned

1.50

9.00

Rs 20.00

Ghee
Sr. No.

Type of Ghee

Brand Name

Quantity

Price

Saras ghee

Saras

500 ml

Rs 186/-

Ghee of Cows ghee

1 lit

Rs 395/-

Ghee of Cows ghee

Saras

15 liters

Rs5595/-

Ghee of Cows milk

Saras

15 liters

Rs 5970/-

Saras

29

Butter
Sr. No.

Type

Quantity

Table Butter

100 gm

White Butter

500 gm

Flavored Milk
Sr. No.

Packing

Quantity

Price

Bottle

200 ml

Rs 18.00

Butter Milk
Sr. No.

Type

Quantity

Price

Goras (Simple Chaas)

500 gm

Rs 12.00

Jira Chaas

250 gm

Rs 10.00

Curd

Sr. No.

Packing

Quantity

Price

Cup

200 ml

Rs 15.00

LASSI
DRY SWEETS (MITHAEE)
ICE-CREAM
THICKSHAKE
PANEER
SRIKHAND And
CHEESE is the other products, which are also manufacture by the Saras Dairy.
The above mention products are immensely popular among the consumers of Jaipur city

and become the brand among them. Thus the dairy has increased its sales of its products in order
to meet the demands of the consumers. The quality of these products is far superior to that of the
other local manufacturers of the similar types of products.

30

It is very important for the dairy to satisfy the needs of the consumers who have join the
dairy with some expectations in terms of price, quality and quantity. As dairy is engage in
manufacturing many products along with the milk, it is very essential to give regular attention on
them also. This is very important to know about consumer preference and brand awareness
towards these products. So I am going to study the consumer preference and brand recallability
towards Saras Dairys products.

2.2: Importance of the study

This study will help the organization in the following ways.
To know the consumer preference towards the various products of the dairy.
To know the brand recallability among consumers towards the products of the Saras dairy.
To formulate and implement new marketing strategies to increase brand awareness
among the consumers in a city and also to make profit.
To know the favorite brand among the consumers of the Saras dairy and also the pattern
of their consumption.
To know the consumer buying behavior.
To know the level of satisfaction towards the quality of the products those are purchased
by the consumers.
To know the level of satisfaction towards the price of the products those are charged by
the Saras dairy.
To know the level of importance towards the attributes of the products of the Saras dairy.

31

2.3: Objectives of the study

Primary objective:
To Know the Consumer Preference and Brand Recallability towards Saras Dairys
Products in Jaipur City.
Secondary objectives:
Frequency of buying of preferred products of saras dairy
To know the importance of various attributes of the products of saras dairy.
To know the buying behavior or pattern of consumers towards purchase of Saras
dairys products.
To know about the respondents opinion on quality, price of the products of Saras
dairy.

32

Chapter-3
Research Methodology
3.1: Research Design
In this study a descriptive research design has been chosen.

3.2: Sources of Data

Primary Data:
The primary data is collected with the help of the questionnaire by taking the responses
of the respondents. As all the respondents are aware about this type of survey it becomes easy
for me to collect the information needed for the study.
Secondary Data:
The secondary data is collected through the following sources:

Past Reports

Data through internet source

Annual reports of the Saras Dairy

3.3: Data collection method

Personal survey has been used to collect the data through structured questionnaire.

Universe
The universe consists the respondents of the Jaipur city.

3.4: Sampling method

Convenience Sampling Method has been used to select the samples.

3.5: Sample size

Samples of 100 respondents are taken from the city for the study.

3.6: Sampling frame

Individuals from Jaipur city.

33

Chapter -4
Data Analysis and Interpretation
AGE ANALYSIS:
Table-1
Table showing the age of the respondents
Age
Below-20
21-40
41-55
55-Above
TOTAL

No. of respondents
01
54
37
08
100
Chart-1
Chart showing the age of the respondents
54

60
50

37

40
30
20
10

8
1

0
Below-20
Below-20

21-40
21-40

41-55
41-55

55-Above
55-Above

Analysis:This chart shows the diversity in the age group that I have chosen for my sample study
regarding consumer preference and brand recallability of the Saras dairys products. From
the above analysis, it can be noted that the majority belongs to age group between 21-40 (54
respondents), while the age group of 41-55 consists of 37 respondents, further 8 respondents
fall under the 55-above age group and lastly only 1 respondent fall under below-20 age group
who prefer and are able to recall the products of Saras dairy.

34

GENDER ANALYSIS:
Table-2
Table showing the gender of the respondents
Gender
Male
Female
TOTAL

No. of respondents
66
34
100
Chart-2

Chart showing the gender of the respondents

70
60
50
40
30
20
10
0

66
34
Male

Female
Male

Female

Analysis:
The above chart shows that out of 100 respondents surveyed during the research study 66
respondents are male respondent and the rest 34 respondents are female respondent.
ANNUAL HOUSEHOLD INCOME ANALYSIS:
Table-3
Table showing the annual household income of the respondents
Annual Household Income
Less than 2,00,000
2,00,001 - 4,00,000
4,00,001 - 6 ,00,000
More than 6,00,000
TOTAL

No. of respondents
11
41
31
17
100

35

Chart-3
Chart showing the annual household income of the respondents
60

41

40
20

31
17

11

0
Less than
2,00,000

2,00,001 4,00,000

4,00,001 6,00,000

More than
6,00,000

Less than 2,00,000

2,00,001 - 4,00,000

4,00,001 - 6,00,000

More than 6,00,000

Analysis:
Here, in this chart out of 100, majority of the respondents i.e. 41 have the annual
household income between 2 lac-4 lac. While 31 respondents are having the income of 4 lac6 lac. People with more than 6 lac are consists of 17 respondents and lastly 11 respondents
fall under the income of less than 2 lac.

OCCUPATION ANALYSIS:
Table-4
Table showing the occupation of the respondents
Occupation
Service
Self-employed
Student
Others
TOTAL

No. of respondents
42
29
16
13
100

36

Chart-4
Chart showing the occupation of the respondents
50

42

40

29

30
20

16

13

Student

Others

10
0
Service

Self-employed
Service

Self-employed

Student

Others

Analysis:
Out of 100 surveyed respondents, 42 of them are having service background, while 29
respondents are self-employed, 16 are student and the remaining is included in others
(basically are housewife). This means that 42% of respondents are from service by occupation
and 29% of them are self-employed, 16% are student while the rest 23% are others i.e.
housewives. So from the above graph, it is clear that the surveyed respondents were mostly
from service and self-employed by occupation.

Q1. Do you consume Saras Dairys products?

Table-5
Table showing the response for the consumption of the Saras Dairys products
Response
YES
NO
TOTAL

No. of respondents
100
0
100

37

Chart-5
Chart showing the response for the consumption of the Saras Dairys products
100

100

50

0
0
YES

NO
YES

NO

Analysis:
Out of the total 100 respondents, all the 100 respondents are consuming one or the other
products of the Saras Dairy. There is no respondent who is not consuming any product of the
Saras Dairy. So of the total households, 100% people are consuming the Saras Dairys
products in some or the other way.

38

BRAND RECALLABILITY:
Unprompted brand recallability
Q3. (A) Which ONE brand comes to your mind, when you think about Saras Dairy?
Table-7
Table showing the top of the mind response of the Saras Dairys products
Brand
Milk
Butter milk (Chhas)
Curd (Dahi)
Flavored milk
Butter
Ghee
Lassi
Dry Sweets (Mithaee)
Ice-cream
Gulab jamun
Thickshake
Rasgulla
Paneer
Shrikhand
Cheese
TOTAL

No. of respondents
55
04
04
05
02
00
05
01
09
01
00
01
02
08
03
100

Chart-7
Chart showing the top of the mind response of the Saras Dairys products

Top of the mind

60
50
40
30
20
10
0

55

9
1

39

Analysis:
From the above table as well as from the chart it is clearly observed that the product Milk
is set at the top of the mind of the respondent when they think about the Saras Dairy. Out of
the total 100 respondents, the product Milk is set at the top of the tongue or it can also be said
that it is at the top of the mind among majority of the respondents i.e. 55 when they think
about Saras dairy. While the product Ice-cream is followed by the product milk as secure the
position at the top of the mind among the 9 surveyed respondents. Further the product
Shrikhand set at the top of the mind among the 8 respondents and similarly with the rest of
the products.
Q3. (B) Are there any other brands that come to your mind as well?
Table-8
Table showing unprompted recallability of brands
Brand
Milk
Butter milk (Chhas)
Curd (Dahi)
Flavored milk
Butter
Ghee
Lassi
Dry Sweets (Mithaee)
Ice-cream
Gulab jamun
Thickshake
Paneer
Shrikhand
Cheese
TOTAL

No. of respondents
44
64
60
56
46
45
37
44
60
13
09
19
33
20
570

% of respondent
08
11
11
10
08
08
06
08
11
02
02
03
06
03
100

40

Chart-8.1
Chart showing the response of unprompted recallability of the other brands

Chart Title
64

70
60
50
40

44

60

60

56
46

45

44
37

33

30
20

19
13

20

10
0

Analysis:
As there were multiple responses given by the respondents, it is clearly observed from
the above chart that the maximum numbers of respondents are able to recall the brand
buttermilk other than their top of the mind brand. This brand consists of 64 respondents.
While the brands of products Curd and Ice-cream both include equal respondents of 60 in
numbers who are able to recall unpromptedly. Further at the third position is secured by the
product flavored milk which has 56 respondents who are able to recall the brand
unpromptedly.
While the brands butter and ghee which is more popular among the housewives is able to
recall unpromptedly. This consist of the respondents 46 and 45 respectively for both the
brands of products. Further the brand milk and dry sweets consists same number of
respondents for recalling them without prompting about them.
Lastly, the brands Thickshake and Rajwadi kadhi which are recall very few by the
respondents who are surveyed during the research study.

41

Q3. (C) Which brand of product would you say is your 1st favorite brand? It may or may
not be the brand you use/chose most often.
Table-9

Table showing the response for the 1st favorite brand

Brand

No. of respondents

Milk

31

Butter milk (Chhas)

13

Curd (Dahi)

04

Flavored milk

06

Butter

05

Ghee

02

Lassi

04

Dry Sweets (Mithaee)

00

Ice-cream

21

Gulab jamun

00

Thickshake

01

Paneer

02

Shrikhand

04

Cheese

06

TOTAL

100

42

Chart-9
Chart showing the response for the 1st favorite brand

1st fav Brand

35

31

30
25

21

20
15

13

10
5

5
2

4
0

Analysis:
The above chart shows the response of the respondents for their 1st favorite brand among
all the brands that are manufacture by the dairy. So from this chart out of the 100 respondents,
31 respondents have the milk as their 1st favorite brand. While 21 respondents say that their
1st favorite brand is ice-cream. Further 13 respondents say that butter milk is their 1st favorite
brand. While the rest brands such as curd, flavored milk, butter, ghee, lassi, thickshake, gulab
jamun, paneer, shrikhand and cheese are the 1st favorite brands which consists of 4, 6, 5, 2,
4, 1, 1, 2, 4, and 6 respondents respectively.

43

Q3. (D) Which brand of product would you say is your 2nd favorite brand?
Table-10
Table showing the response for the 2nd favorite brand
Brand
Milk

No. of respondents
18

Butter milk (Chhas)

11

Curd (Dahi)

09

Flavored milk

08

Butter

08

Ghee

01

Lassi

08

Dry Sweets (Mithaee)

07

Ice-cream

20

Gulab jamun

01

Thickshake

00

Rasgulla

02

Paneer

02

Shrikhand

03

Cheese

02

TOTAL

100

44

Chart-10
Chart showing the response for the 2nd favorite brand

Chart Title
25
20
20
15
10
5

18
11
9

8
1

7
1

Analysis:
Here the above chart shows the 2nd favorite brand of the consumers who are surveyed
during the study research. So from the total of 100 respondents, the brand ice-cream is the
2nd favorite brand of 20 respondents while 18 respondents preferred milk as their 2nd favorite
brand. And 11 respondents chose buttermilk as their 2nd favorite brand.
Further the brand curd is chosen as 2nd favorite brand by 9 respondents and the brands
such as flavored milk, butter and lassie have 8 respondents each who select them as their 2nd
favorite brand. While 7 respondents chose dry sweets as their 2nd favorite brand.
At the end, 2 respondents for each of the brands namely chacch, paneer and cheese and 1
respondents for each brands such as ghee and have chosen their 2nd favorite brand. Lastly,
none of the respondents have chose thickshake as their 2nd favorite brand.
Thus, it can be observed that the brand ice-cream is either 1st or 2nd favorite among
majority of the respondents who were surveyed during the study.

45

Prompted Brand Recallability

Q3. (E) I have here a list of brands. Can you tell which these brands are you able to recall
of?
Table-11
Table showing the prompted recallability of the brands
Brand

No. of respondents

% of respondent

Milk

04

01

Butter milk (Chhas)

12

02

Curd (Dahi)

15

03

Flavored milk

34

07

Butter

32

06

Ghee

40

08

Lassi

50

10

Dry Sweets (Mithaee)

24

05

Ice-cream

40

08

Rajwadi kadhi

34

07

Thickshake

48

10

Pizza

61

12

Paneer

50

10

Shrikhand

41

08

Cheese

15

03

TOTAL

500

100

46

Chart-11.1
Chart showing the prompted recallability of the brands
48

61

50

41

Milk

Butter milk (Chhas)

Curd (Dahi)

Flavored milk

Butter

Ghee

Lassi

Dry Sweets (Mithaee)

Ice-cream

Rajwadi kadhi

Thickshake

Pizza

Paneer

Shrikhand

Cheese

Cheese

Shrikhand

Paneer

15
Pizza

Lassi

Ghee

Flavored
milk

Butter milk
(Chhas)

Curd (Dahi)

12

Milk

15

34

Thickshake

24

40

Rajwadi
kadhi

50

Ice-cream

32

40

Dry Sweets
(Mithaee)

34

Butter

80
60
40
20
0

Analysis:
Here in this chart, as there were multiple answers given by the respondents, majority of
the respondents when they are prompted for other brands to recall of they were able to recall
pizza out of all the brands the most i.e. 61 respondents are able to recall pizza when they are
exposed to the lists of the brands that are manufacture by the Saras Dairy. The next most
prompted recallable brands are paneer and lassi which has equal respondents i.e. 50. The next 48
respondents are able to recall thickshake when the list of brands was shown to them. 41
respondents are able to recall the brand shrikhand when they were exposed to the list of brands.
40 respondents are able to recall the brands ice-cream and ghee while 34 respondents were able
to recall the brands rajwadi kadhi and flavored milk when the list of brands was shown to them.
While 32 respondents and 24 respondents are able to recall the brand butter and dry sweet
respectively when they are prompted to recall by showing them the list of brands.
Further, 15 respondents were able to recall the brands curd and cheese and 12 respondents
were able to recall butter milk when they are prompted. And lastly, only 4 respondents were able
to recall milk as a brand when the list of brands of products was shown to them.

47

Recommended Brands
Q3. (F) If you had to recommend the brands of products of Saras Dairy to somebody, which
brands would it be?
Table-12
Table showing the recommended brands of products
Brand
Milk
Butter milk (Chhas)
Curd (Dahi)
Flavored milk
Butter
Ghee
Lassi
Dry Sweets (Mithaee)
Ice-cream
Gulab jamun
Thickshake
Rasgulla
Paneer
Shrikhand
Cheese
TOTAL

No. of respondents
57
38
26
24
13
11
17
14
50
09
22
11
18
31
21
362

% of respondent
16
10
07
07
04
03
05
04
14
02
06
03
05
08
06
100

Chart-12.1
Chart showing the recommended brands

Chart Title
60
50
40
30
20
10
0

57

50
38
26

24
13

11

17

14

31

22
9

11

18

21

48

Analysis:
Here in this chart, milk was recommended by the majority of the respondents i.e. 57. The
next recommended brand is ice-cream which was consists of 50 respondents. The next brand
which was recommended to others by the surveyed respondents is butter milk and shrikhand
which was recommended by 38 and 31 respondents respectively. Further, the brand curd,
flavored milk, thickshake and cheese were recommended by 26, 24, 22 and 21 respondents
respectively to others for the consumption. Similarly the brand paneer, lassi, dry sweet, ghee and
Rasgulla were recommended by 18, 17, 14, 11 and 11 respondents respectively to others to
use/consume these brands of products.
Q4. How often do you consume the 1st favorite brand of product of Saras Dairy?
Table-13
Table showing the consumption pattern of 1st favorite brand
Consumption Pattern
Daily
Once in a week
Once in a fortnight
Once in a month
Once in a six month
TOTAL

No. of respondents
49
38
07
06
00
100

Chart-13
Chart showing the consumption pattern of 1st favorite brand
60

49

38

40
20

Once in a
fortnight

Once in a
month

0
Daily

Once in a
week

Daily

Once in a week

Once in a month

Once in a six month

Once in a
six month

Once in a fortnight

49

Analysis:
Here the above chart shows the consumption pattern of the 1st favorite brand of Saras
Dairys product. Out of total 100 surveyed respondents. 49 respondents consume their 1st favorite
brand of product on a daily basis. While 38 respondents consume their 1st favorite brand once in
a week. Further7 respondents consume once in a fortnight and 6 respondents consume their 1st
favorite brand once in a month.
While at the end, there is no respondent who consume the 1st favorite brand of product
once in a six months.
Q5. How often do you consume the 2nd favorite brand of product of Saras Dairy?
Table-14
Table showing the consumption pattern of 2nd favorite brand
Consumption Pattern
Daily
Once in a week
Once in a fortnight
Once in a month
Once in a six month
TOTAL

No. of respondents
34
31
26
09
00
100

Chart-14
Chart showing the consumption pattern of 2nd favorite brand
35

34

31

30

26

25
20
15

10
5

0
Daily

Once in a
week

Once in a
fortnight

Daily

Once in a week

Once in a month

Once in a six month

Once in a
month

Once in a six
month

Once in a fortnight

50

Analysis:
From the above chart, it is clearly observed that 34 respondents out of 100 consume their
2nd favorite brand of product on a daily basis. While 31 respondents consume the product once
in a week. Further, as compare to 1st favorite brand more people consume 2nd favorite brand of
product in once in a fortnight pattern. This means that 26 respondents consume 2nd favorite brand
on a once in a fortnight basis. While 9 respondents out of 100 respondents consume them in once
in a month.
.Q6. What is the average amount spent by you on the Saras Dairys products in a month?
Table-15
Table showing the buying pattern of the respondents
Amount
Below Rs.200
Rs.200 to Rs.400
Rs.401 to Rs.600
Rs.601 to Rs.1000
Rs.1001 & above
TOTAL

No. of respondents
03
20
39
31
07
100

Chart-15
Chart showing the buying pattern of the respondents
50

39

40

31

30

20

20
10

0
Below Rs.200

Rs.200 to
Rs.400

Rs.401 to
Rs.600

Below Rs.200

Rs.200 to Rs.400

Rs.601 to Rs.1000

Rs.1001 & above

Rs.601 to
Rs.1000

Rs.1001 &
above

Rs.401 to Rs.600

51

Analysis:
The average amount spent by the majority of the respondents i.e. 39 is between Rs.401
to Rs.600. while 31 respondents average amount on the purchase of the Saras Dairys products
is between Rs.601 to Rs.1000. Further within the range of Rs. 200 to Rs.400, there were 20
respondents who spent their average amount on the dairys products. While there are very few
respondents i.e. 7 who spent average amount on the purchase of the Saras Dairys products. At
the end, only 3 respondents spent below Rs.200 as an average amount on the dairys products.
Q7. Are you satisfied with the quality of the products that you purchased?
Table-16
Table showing the satisfaction level of quality
Satisfaction level
Highly satisfied
Satisfied
Neither satisfied nor dissatisfied
Dissatisfied
Highly dissatisfied
TOTAL

No. of respondents
24
68
07
01
00
100

Chart-16
Chart showing the satisfaction level of quality
68

80
60
40
20
0

24

Highly satisfied
Highly satisfied

Satisfied
Satisfied

Neither satisfied
nor dissatisfied

Dissatisfied

Highly dissatisfied

Neither satisfied nor dissatisfied

Dissatisfied

Highly dissatisfied

Analysis:
Out of 100 respondents, 68 respondents are satisfied with the quality of the products of
the Saras Dairy. While 24 respondents are highly satisfied with the quality of the dairys products.
Whereas 7 respondents are neutral about the quality of the products. Further, only one respondent
52

is dissatisfied with the quality of the products of the Saras Dairy. There is not a single respondent
who is highly dissatisfied with the quality of the products.
Q8. Are you satisfied with the price that is being charged from you, for the product?
Table-17
Table showing the satisfaction level of price
Satisfaction level
Highly agree
Agree
Neither agree nor disagree
Disagree
Highly disagree
TOTAL

No. of respondents
04
59
24
11
02
100
Chart-17

Chart showing the satisfaction level of price

59

100

24

11

0
Highly agree

AgreeNeither agree nor disagree

Disagree

Highly agree

Agree

Neither agree nor disagree

Disagree

Highly disagree

Highly disagree

Analysis:
Out of 100 respondents, 59 respondents agree that they are satisfied with the price that is
charged from them for the products. While 24 respondents are indifferent about the price of the
products. Whereas 11 respondents are disagree towards the price that is charged from them for
the products of the Saras dairy. Lastly, 4 respondents are highly agree and 2 respondents are
highly disagree towards the price that is charged from them for the products.

53

Q9. Rank the attributes of the products of Saras Dairy purchased by you as per their
importance?
(Develop a five point scale from 1 through 5 where 1= Least Important and 5= Most
Important)
A. PRICE
Table-18.1
Table showing the level of importance of the price attribute
Importance

No. of respondents

Least Important(1)

01

Little Important(2)

13

Somewhat Important(3)

28

More Important(4)

32

Most Important (5)

26

Total

100

Chart-18.1
Chart showing the level of importance of the price attribute
40
20

28

32

Somewhat
Important(3)

More
Important(4)

26

13
1

0
Least
Important(1)

Little
Important(2)

Least Important(1)

Little Important(2)

More Important(4)

Most Important (5)

Most
Important (5)

Somewhat Important(3)

Analysis:
Here in the above chart the surveyed respondents believe price as the most important
attribute while purchasing the products. Here 26 respondents believe price as most important
attribute and 32 respondents believe price is more important attribute while purchasing the
products of the Saras dairy and 28 respondents also believe that price is somewhat important for
them while purchasing the products.
54

B. QUALITY
Table-18.2
Table showing the level of importance of the quality attribute
Importance

No. of respondents

Least Important(1)

00

Little Important(2)

00

Somewhat Important(3)

04

More Important(4)

07

Most Important (5)

89

Total

100
Chart-18.2

Chart showing the level of importance of the quality attribute

100
80
60
40
20
0

89

Least
Important(1)

Little
Important(2)

Somewhat
Important(3)

More
Important(4)

Least Important(1)

Little Important(2)

More Important(4)

Most Important (5)

Most
Important (5)

Somewhat Important(3)

Analysis:
This chart shows the importance of quality of Saras Dairys products. Out of the total 100
respondents, 89 respondents have ranked quality as the most important attribute while purchasing
the products of the Saras Dairy. Whereas 7 respondents have ranked quality as more important
and 4 respondents believe that quality is somewhat important while purchasing the products.

55

C. AVAILABILITY
Table-18.3
C.
D.

Table showing the level of importance of the availability attribute

Importance
No. of respondents
Least Important(1)
01
Little Important(2)
03
Somewhat Important(3)
30
More Important(4)
46
Most Important (5)
20
Total
100
E.
F.
G.

Chart-18.3
H.
I.

Chart showing the level of importance of the availability attribute

46
50
40
30
20
10
0

30
20
1

Least
Important(1)

Little
Important(2)

Somewhat
Important(3)

Least Important(1)

Little Important(2)

More Important(4)

Most Important (5)

More
Important(4)

Most
Important (5)

Somewhat Important(3)

Analysis:
From the above chart it can be easily understand that respondents have ranked availability
as the more important attribute while purchasing the products. Whereas 30 respondents believe
that availability is somewhat important and 20 respondents believe that availability is the most
important attribute while making the purchase of the products of the Saras Dairy. While only 1
and 3 respondents ranked availability as a least and little important attribute.

56

D.

VARIANTS
Table-18.4
A.
B.

Table showing the level of importance of the variants attribute

Importance

No. of respondents

Least Important(1)

03

Little Important(2)

13

Somewhat Important(3)

52

More Important(4)

26

Most Important (5)

06

Total

100
C.
D.
E.

Chart-18.4
F.
G.

Chart showing the level of importance of the variants attribute

60

52

50
40

26

30

13

20
10

0
Least
Important(1)

Little
Important(2)

Somewhat
Important(3)

Least Important(1)

Little Important(2)

More Important(4)

Most Important (5)

More
Important(4)

Most
Important (5)

Somewhat Important(3)

Analysis:
The above chart shows the maximum number of respondents i.e. 52 have ranked variants
as the somewhat important attribute while purchasing the products of the dairy. Whereas 26
respondents believe that variants is more important attribute of the products and 6 respondents
believe that it is the most important attribute. Last but not the least 3 and 13 respondents have
ranked the variants as the least and little important attribute of the products of the Saras Dairy.
57

E. PACKAGING
Table-18.5
A.
B.

Table showing the level of importance of the packaging attribute

Importance

No. of respondents

Least Important(1)

02

Little Important(2)

16

Somewhat Important(3)

43

More Important(4)

29

Most Important (5)

10

Total

100
C.
D.
E.

Chart-18.5
F.
G.

Chart showing the level of importance of the packaging attribute

43
45
40
35
30
25
20
15
10
5
0

29
16
10
2
Least
Important(1)

Little
Important(2)

Somewhat
Important(3)

Least Important(1)

Little Important(2)

More Important(4)

Most Important (5)

More
Important(4)

Most
Important (5)

Somewhat Important(3)

Analysis:
Here out of 100 respondents, 43 respondents have ranked the attribute packaging as
somewhat important. While 29 respondents have ranked it as more important and 10 respondents
have ranked it as the most important attribute. Whereas 16 respondents have ranked the attribute
packaging as the little important and just 2 respondents believe it as the least important attribute
of the products of the dairy.

58

F. QUANTITY
Table-18.6
A.
B.

Table showing the level of importance of the quantity attribute

Importance

No. of respondents

Least Important(1)

01

Little Important(2)

09

Somewhat Important(3)

29

More Important(4)

37

Most Important (5)

24

Total

100
C.
D.
E.

Chart-18.6
F.
G.

40
30

Chart showing the level of importance of the quantity attribute

37
29
24

20

9
10

0
Least
Important(1)

Little
Important(2)

Somewhat
Important(3)

Least Important(1)

Little Important(2)

More Important(4)

Most Important (5)

More
Important(4)

Most
Important (5)

Somewhat Important(3)

Analysis:
The above chart clear shows that 37 respondents have ranked quantity as more important
attribute of the products. While 24 respondents have ranked the attribute quantity as the most
important while purchasing the products of the dairy. Whereas 29 respondents believe that it is
somewhat important while purchasing the products. And at the last 9 respondents have ranked
quantity attribute as the little important and only 1 respondent have ranked the attribute quantity
as the least important one.

59

Q10. Do you agree that Saras Dairys products are more superior in quality to other brands of
products? (1= strongly agree to 5= strongly disagree)
Table-19
Table showing the satisfaction/superiority level
Satisfaction level

No. of respondents

Highly agree

09

Agree

53

Neither agree nor disagree

32

Disagree

06

Highly disagree

00

TOTAL

100
Chart-19
Chart showing the satisfaction/superiority level
53
32

60
40
20

0
Highly agree
Highly agree

Agree
Agree

Neither agree
nor disagree

Neither agree nor disagree

Disagree
Disagree

Highly disagree
Highly disagree

Analysis:
From the above chart, it is clearly observed that out of the total 100 respondents, 53 respondents
agree that Saras Dairys products are more superior to others brands of products in terms of
quality. While 32 respondents who are surveyed respond that they are neither agree nor disagree
about the quality of the Saras Dairys products as compare to other brands of products. Whereas
9 respondents strongly agree that the quality of the products of Saras Dairy are more superior to
other brands of products. At the end 6 respondents are disagree towards the superiority of the
products of dairy in terms of quality and there is no respondent who is highly disagree about the
superiority of the quality of the products of the dairy.

60

CHI-SQUARE ANALYSIS:
Table-20
Table showing the association between annual household income and average amount
spent
ANNUAL
HOUSEHOLD
MORE
INCOME
BELOW 2,00,000- 4,00,001THAN
TOTAL
2,00,000
4,00,000 6,00,000
6,00,001
AVERAGE
AMOUNT SPENT
01
02
00
00
Below Rs.200
03
04
09
06
01
Rs.200 to Rs.400
20
03
18
12
06
Rs.401 to Rs.600
40
03
13
11
04
Rs.601 to Rs.1000
31
00
01
00
06
Rs.1001 & above
07
TOTAL
11
43
29
17
100

HYPOTHESIS:
H0:

There is no association between Annual Household Income and Average amount

spent.

H1:

There is association between Annual Household Income and Average amount spent.

CROSS TABULATION:
ANNUAL HOUSEHOLD
INCOME
AVERAGE
SPENT AMOUNT
Below Rs.200
Rs.200 to Rs.400
Rs.401 to Rs.600
Rs.601 to Rs.1000
Rs.1001 & above

BELOW
2,00,000

2,00,0004,00,000

4,00,0016,00,000

MORE THAN
6,00,000

0.33
2.20
4.40
3.41
0.77

1.29
8.60
17.20
13.33
3.01

0.87
5.80
11.60
8.99
2.03

0.51
3.40
6.80
5.27
1.19

61

CHI-SQUARE TABLE:
Fo
1
2
0
0
4
9
6
1
3
18
12
6
3
13
11
4
0
1
0
6

Fe
0.33
1.29
0.87
0.51
2.2
8.6
5.8
3.4
4.4
17.2
11.6
6.8
3.41
13.33
8.99
5.27
0.77
3.01
2.03
1.1

Fo-Fe
0.6700
0.7100
-0.8700
-0.5100
1.8000
0.4000
0.2000
-2.4000
-1.4000
0.8000
0.4000
-0.8000
-0.4100
-0.3300
2.0100
-1.2700
-0.7700
-2.0100
-2.0300
4.9000

(Fo-Fe)2
0.4489
0.5041
0.7569
0.2601
3.2400
0.1600
0.0400
5.7600
1.9600
0.6400
0.1600
0.6400
0.1681
0.1089
4.0401
1.6129
0.5929
4.0401
4.1209
24.0100

(Fo-Fe)2/Fe
1.3603
0.3908
0.8700
0.5100
10.4976
0.0186
0.0007
1.6941
0.4455
0.0372
0.0138
0.0941
0.0493
0.0082
0.4494
0.3061
0.7700
1.3422
2.0300
21.8273
2

= 42.7152
Degree of freedom

= (r-1) (c-1)
= (5-1) (4-1)
= 12

Level of significance = 5% level

2cal = 42.7152
2tab = 21.0261
Since, 2cal > 2tab
Hence H0 is rejected. Therefore it concluded that there is a strong association between annual
household income and average amount spent by the consumers on the purchase of the products
of the Saras dairy.

62

Chapter-5:
Limitations of the Study
5.1: This research has a number of limitations that must be acknowledged.
o First, the sample used for this study consisted mostly of Jaipur city only.
Therefore, these results may not be applicable to the wider population in general.

o Secondly, the results of this study are limited because only 100 sample size has
been selected for the study from the whole Jaipur city.

o Thirdly, only method of questionnaire has been used for the collecting primary
data apart from focus group and other methods for the study.
Lastly, it must be acknowledged that there may be numerous other variables that contribute to
the development of customer satisfaction, customer loyalty, and word of mouth communication
which are briefly touched upon.

63

5.2: Results and Findings

I came to know that people from the age group of 21-40 consume more Saras Dairys
products.

I also came to know that there is maximum number of people having their annual
household income between 2, 00,000 to 4, and 00,000.

During the study I also found that there is maximum number of people from service
background by occupation and the minimum is from others (housewife) by
occupation.

It is also found out that there are 100% respondents who consume the products of
Saras Dairy.

It is also found out during the study that milk is the brand that remains at the top of
the mind among maximum number of respondents. While ghee and thick shake is not
at the top of the mind among any of the surveyed consumers.

I also found out that 11% of the respondents equally able to recall the brands
buttermilk, curd and ice-cream without prompting. While only 2% of the respondents
are able to recall the brands Thick shake without probing them for the brands.
It is also been found out that milk is 1st favorite brand among the surveyed respondents
and while dry sweets were not preferred as the 1st favorite brands by the any of the
consumer.
While it is also found out that ice-cream is the 2nd favorite brand among most of the
consumers.

64

I also came to know that milk and ice-cream is the most recommended brands to
others by the consumers whereas rajwadi kadhi is the least recommended brand to
others.

It is also found out that out of 100 respondents, 49 respondents daily consume their
1st favorite brand while not a single respondents consume their 1st favorite brand in
once in a six months.

From the research it is also found out that maximum consumers daily consume their
2nd favorite brand.
I also found out that the average amount spent by the maximum number of consumers
(39 respondents) on the Saras dairys products is between the range of Rs.401 to
Rs.600 and the least (03 respondents) amount spent by the consumers is below
Rs.200.
It is also found out that out of total 100 respondents, maximum respondents i.e. 92
are satisfied with the quality of the products of the Saras dairy.
I also came to know that 63 respondents are agreeing towards the price charged by
the Saras dairy for the products. While 13 respondents are not agree towards the same.
I also found out that the attribute price is more important for the majority consumers
while purchasing the products of the Saras dairy.
It is also found out that the quality attribute is the most important for the consumers
while making the purchase of the products of the dairy.
Further, it is also found out that availability attribute is also more important for the
consumers.

65

5.3: Suggestions
Saras dairy should make the efforts to attract the age group of below 20 year as well as

also

to attract the age group of above 55 to gain more market share.

Saras dairy should also make the efforts to increase the products awareness among
the consumers.
The most recommended products of the Saras dairy by the consumers are milk and
ice-cream. Thus it is very essential for the dairy to improve the quality and reduce the
price of the other products, so that they are also recommended by the consumers to
others to use or consume them which ultimately increase the sales as well as attract
new customers for the same products.
Saras dairy should also make some serious effort to made the products available at
any time whenever it is demanded by the consumers as well as dairy should also give
more attention on manufacturing products in various quantity as per the consumers
requirements.
Saras dairy should also make a serious attempt to attract the consumers who are
purchasing the products of their competitors by formulating aggressive marketing
strategies.

66

References
1) Naresh k. Malhotra, Satyabhusan Dash (2010) , Fifth edition Marketing Research An
applied orientation , Pearson publication new Delhi
2) Kotler , Keller, Koshy, Jha , 13th Edition Marketing Management ,Pearson publication
New Delhi
3) Prof Rajeev Ranjan (2008) Emerging Trend in business Strategy Research paper pp
2-8
4) http://www.icmrindia.org/casestudies/catalog/business%20stratgy2/sarasdairy/india
5) www.jaipurdairy.com
6) Empowerment case studies: National Dairy Development Board volume 1
7) Annual Report for national Dairy Development Board 2012-13

67

QUESTIONNAIRE
CONSUMER PREFERENCE AND BRAND RECALLABILITY OF
SARAS DAIRYS PRODUCTS IN JAIPUR CITY
(Dear respondent, all the information provided by you in the questionnaire will be kept
highly confidential and is used only for academic purpose.)

1.

Do you consume Saras dairys products? (If YES then, go to Q.3)

Yes

2.

No

If NO, then what is the reason? (Single answer)

Satisfied with current brand
Price factor
Quality
Not aware
Other (Please specify) ________________________

3.

BRAND RECALLABILITY:
Unprompted brand recallability
3(A) Which ONE brand comes to your mind, when you think about Saras Dairy?
(Single answer)
3(B) Are there any other brands that come to your mind as well? (Multiple answer)
3(C) Which brand of product would you say is your 1st favorite brand? It may or may
not be the brand you use/chose most often. (Single answer)
3(D) And, which brand is your 2nd favorite? (Single answer)
Prompted Brand recallability
3(E) I have here a list of brands. Can you tell me which of these brands are you able to
recall of? (Multiple answer)

68

Recommended Brands
3(F) If you had to recommend one brand of products of Saras dairy to somebody, which
brands would it be? (Unprompted) (Multiple answer)

Brand Name

Q3(A)
Top of
the
mind

Q3(B)
Q3(C)
Q3(D)
Q3(E)
Q3(F)
st
nd
Recall
1
2
Recall Recommended
Others Favorite Favorite Prompt (Unprompted)

MILK
BUTTER MILK
(CHHAS)

CURD (DAHI)
FLAVORED MILK

BUTTER
GHEE
LASSI
DRY SWEETS
(MITHAEE)
ICE-CREAM
RASGULLA
THICKSHAKE
GULAB JAMUN
PANEER
SRIKHAND
CHEESE

4.

How often do you consume the 1ST favorite brand of product of Saras Dairy?

5.

Daily
Once in a week
Once in a fortnight
Once in a month
Once in six months
How often do you consume the 2nd favorite brand of product of Saras Dairy?
Daily
Once in a week
Once in a fortnight
Once in a month
Once in six months

6.

What is the average amount spent by you on the Saras Dairys products in a
month?

69

7.

Below Rs.200
Rs.200 to Rs.400
Rs.401 to Rs.600
Rs.601 to Rs.1000
Rs.1001 & above
Are you satisfied with the quality of the products that you purchase?
Highly satisfied
Satisfied
Neither satisfied nor dissatisfied
Dissatisfied
Highly dissatisfied

8.

Are you satisfied with the price that is being charged from you, for the product?
Strongly agree
Agree
Neither agree nor disagree
Disagree
Highly disagree

9.

Rank the attributes of the products of Saras Dairy purchased by you as per their
importance.
(Develop a five point scale from 1 through 5 where 1= Least Important and 5=
Most Important)

Attribute

Least
Important
(1)

Little
important
(2)

Somewhat
important
(3)

More
importa
nt
(4)

Most
Important
(5)

Price
Quality
Availability
Variants
Packaging
Quantity of
product

70

10.

Do you agree that Saras Dairys products are more superior in quality to other
brands of products?(1= strongly agree to 5= strongly disagree, single tick only)
Strongly agree
Agree
Neither agree nor disagree
Disagree
Strongly disagre

PERSONAL DETAILS:
1. Name

:-

2. Age

:-

Below- 20

21-40

41-55

55- above
Female

3. Gender

:-

Male

4. Annual Household
Income

:-

less than 2,00,000

2,00,001-4,00,000

4,00,001-6,00,000

more than 6,00,000

5. Occupation

:-

Service

Self- employed

Student

Other (Please specify

THANK YOU

71