2consumer buying pattern for verka beverage

PROJECT REPORT ON
“CONSUMER BUYING PATTERN TOWARDS VERKA
BEVERAGES”
A Project report submitted in partial fulfillment of the requirement for the degree of
BACHELOR OF BUSINESS ADMINISTRATION
(2011-2012)
Submitted to:
Submitted to:- Submitted by:
Mr. Parvinder Singh Amritdeep Singh
MBA (Sem. 3rd
)
1173361
GGNIMT, CIVIL LINES,
LUDHIANA.

CERTIFICATE
This is to certify that Mr. Amritdeep Singh of our Institute has carried out a study on
“CONSUMER BUYING PATTERN TOWARDS VERKA BEVERAGES”, under
my guidance.
Prof. Parvinder Singh
GGNIMT
Civil Lines, Ludhiana
Date:
Place: Ludhiana.

PREFACE
The most motivating aspect associated with pursuing a course in
management or business studies is dynamism with it. Dynamism of adding new
perspective to one‟s personality & vision by accumulating wider knowledge developing
analytical & conceptual skills, not only by traditional way of teaching & learning but by
observing the things at work.
The assignment one gets in the form of projects, seminars, term papers
gives a considerable exposure to students & provides them with an opportunity to see the
practical aspect of workings or corporate world. This assignment of ours is yet another
opportunity for us to see the application part of what we study or learn.
We would like to begin our research project on a thanking note to our
university & institute for providing us with opportunity in the form of an assignment on
the topic “CONSUMER BUYING PATTERN TOWARDS VERKA BEVERAGES”.

DECLARATION
I Parvinder Singh, hereby declare that I was assigned the project “Consumer Buying
Pattern towards Verka Beverages” for the training of my MBA. I thankful to the
management of Verka Milk Plant, Ludhiana giving me this golden opportunity.
I give my assurance that all the information compiled in this report has
been collected by me and is true to the best of my knowledge. It shall be used solely for
academic purpose only. I have put all my best efforts to make this project a success.
Place: _______________
Date : Amritdeep Singh

Reason for Selecting Verka
The Ludhiana district co-operative milk union is Verka milk plant; it is prestigious milk
plant of Punjab. It is famous all over the country and abroad for supplies of milk and
milk products.
Verka provides great efforts to give a trainee a practical knowledge about
different subjects. They emphasis is on practical training rather than theatrical concept. I
am lucky to get a chance to complete my training as a trainee here. I got a project to
study ratio and trend and trend analysis with co-operation. Their guidance and
cooperation to trainee is worth appreciation. Other side good plant location, layout
indoor and outdoor environment is available.

CONTENTS
Chapter 1: Introduction
Section-A
1.1 Meaning of milk products
1.2 Introduction of the study
1.3 Introduction to consumer behaviour
1.4 Theoretical foundation
1.5 Consumer definition and rights
Section-B
Review of Literature
Chapter 2: Company Profile
2.1 Introduction
2.2 Inception
2.3 The Punjab State Cooperative Milk producers Federation Limited
2.4 Marketing
2.5 Quality Assurance Programme
Chapter 3: Research Methodology
Chapter 4: Data Analysis & Interpretation
Chapter 5: Summary & Recommendations
Appendix
Bibliography

Chapter-1
Section-A
Introduction to project
This project is about preference of the consumer towards FMCG(fast moving consumer
goods) products i.e. Milk products in domestic market (in special market (in special
context of nestle,verka&amul milk products)
The story of milk products began in the new world with the Mayans ,and also the word
milk products comes from the Mayan word xocoatl ,and the word coca from the aziec
cacahuati,who drank a dark brew called cacahuaquchtl.later ,the Aztec consumed
chacahoua and used the cocoa bean for currency. In I 523,they offered cocoa beans to
Cortez, who introduced milk products to the world ,where it swiftly because a favorite
food among the rich and noble of Europe.
From the beginning, turning raw, bitter cocoa beans into what one century writer called
“the only true food of the god” has been a fine art ,a delicate mixture of alchemy and
science .centuries ago it was discovered that fermenting and roasting the beans could
create an almost otherworldly flavor .in I 875,after years of trying ,a 31 -year-oldcandy
maker in vevey Daniel peter figured out how to combine milk and cocoa power.
1.l Meaning of milk products:
1. A preparation of the seed of cocoa ,roasted.husked,and ground (without removing
any of the fat),often sweetened and flavored, as with vanilla.
2. A beverage or confection made from this.
3. Dark brown.
4. A divine substance inspiring passion in those who consume it.
The discovery of cocoa was only a first step in the direction of milk step in the
direction of milk products. The Mayas were the first to cultivate the cocoa bean for the
fruits it yielded. They used the beans as an ingredient in their favorite milk products drink
„xocotlatl‟.

Legend suggests that the first beans came out of paradise and lent wisdom and
power to the person that ate them. For obvious reasons, the use of cocoa was kept to a
minimum by the emperors.
Before the Spanish explorers discovered the New world ,milk products and
other “exotic” food were totally unknown in Europe. Columbus was the first European to
become acquainted with cocoa,but he wasn‟t exactly impressed.
During one of his conquest in the new orid he met the Aztecs. For many
generations,they drankan infusion of grilled seeds and spices.This mixture tasted
disgusting and it also contained cocoa beans.The Aztecs adopted the ideas of cocoa
consumption from the Mayas.
However the conquistadors pizzaro and,in particuler,Cortes did show
interest in the bean.Fernando cortes reached the east coast of Mexico in 1519.as an
honored guest of Montezuma(Aztec emperor and inveterate milk products fanatic) he was
offered xocotatl a small portion of aromatic milk products drink mixed vanilla,pepper and
other herbs.
For the mayas, cocoa beans were very important, not only were they a
popular means of exchange, they also had a religious value. The Mayas sacrificed cocoa
beans at the funerals of the upper class.
1.2 Introduction of study:
The research study was undertaken to know the buying behaviour of
consumers. In this research the need of study is to know the taste, preferences of
consumers while purchasing the particular brand of the milk products. What are the factor
that influences the customers to switch over the other brands.
As the milk products market is full of competition, so this study about the
buying behaviours of consumer regarding milk products was studied to figure out the
reasons for the same. l tried to find out basic problem that is the consumer reaction and
behaviour for the same. Also this study helped me to find out the ratio of the loyal
customers and awareness level of the consumers for milk products.

As management students this can be taken as the strong base for future as
all what I studied in the project is now the need of the hour, as it is very well known fact
that80% of the total profits of any company is contributed by only 20% customers so the
study about the brand equity gives good tracking of those customers.
The word milk products comes from the mayan word xocoatl, and the word
„cocoa‟ from the Aztec cacahuatle.In Mexico,the beverage was called chocolath,from
lath(water)and choco.suppose,the spanish found the Mexican word her to pronounce and
called it cocoa.
1.2.1. From cocoa to Milk Products:
Sorting, clearing ,frying, crushing, grinding is the only small part of stages
of production cycle transforming cocoa beans in milk products,which we eat.
Milk products is really the unique product, tasty, highly nutritive(about 550
kkal in 100gm of a product),capable to be stored by years without change of properties. It
contains 5O-55%of carbohydrates,32-35% of fat,5-6& of fibers. And also tannin
substances(4-5 %0,stim u lators-the bromine and caffeine(1-1.5%),microelements
Na,K,Mg,P,Fe and vitamins B1,&B2.
1.3 Introduction of consumer Behaviour
Consumer Behavior
How many times throughout the day do people make product decisions? If
you stop to think about it, many product decisions are made every day, some without
much thought. What should I wear? What should I eat? What am I going to do today?
Many product decisions are answered routinely every day and they help move the
economy of cities, countries and ultimately the world.
Product decisions also shape life for the consumer. How can simple
decisions be so important? Why do marketers spend millions of dollars to uncover the
reasons behind these decisions?

To define consumer behavior: it is the study of consumers and the
processes they use to choose, use (consume), and dispose of products and services. A
more in depth definition will also include how that process impacts the world. Consumer
behavior incorporates ideas from several sciences including psychology, biology,
chemistry and economics.
“All marketing decisions are based on assumptions and knowledge of
consumer behavior,” (Hawkins and Mothersbaugh, 2007). Researching consumer
behavior is a complex process, but understanding consumer behavior is critical to
marketers-they can use it to:
1. Provide value and customer satisfaction.
2 Effectively target customers.
3 Enhance the value of the company.
4 Improve products and services.
5 Create a competitive advantage
6 Understand how customers view their products versus their competitors‟ products.
7 Expand the knowledge base in the field of marketing,
8 Apply marketing strategies toward a positive affect on society (encourage people
to support charities, promote healthy habits, reduce drug use etc.)
1.3.1 Service:
Intangible products such as accounting, banking, cleaning, consultancy,
education, insurance, expertise, medical treatment, or transportation.
Sometimes services are difficult to identify because they are closely
associated with a good; such as the combination of a diagnosis with the administration of
a medicine. No transfer of possession or ownership takes place when services are sold,
and they (I) cannot be stored or transported, (2) are instantly perishable, and (3) come
into existence at the time they are bought and consumed.

1.3.2 Brand:
A brand is a “Name, term, design, symbol, or any other feature that
identifies one seller‟s good or service as distinct from those of other sellers.” Branding
began as a way to tell one person‟s cattle from another by means of a hot iron stamp. A
modern example of a brand is Coca Cola which belongs to the Coca-Cola Company.
1.3.3 Concepts:
Proper branding can result in higher sales of not only one product, but on
other products associated with that brand. For example, if a customer loves Pillsbury
biscuits and trust the brand. he or she is more likely to try other products offered by the
company such as chocolate chip cookies.
Brand is the personality that identifies a product, service or company
(name, term, sign, symbol, or design, or combination of them) and how it relates to key
constituencies: customers, staff, partners, investors etc.
Some people distinguish the psychological aspect, brand associations like
thoughts, feelings, perceptions, images, experiences, beliefs, attitudes, and so on that
become linked to the brand, of a brand from the experiential aspect.
The experiential aspect consists of the sum of all points of contact with the
brand and is known as the brand experience. The brand experience is a brand‟s action
perceived by a person. The psychological aspect, sometimes referred to as the brand
image, is a symbolic construct created within the minds of people, consisting of all the
information and expectations associated with a product, service or the company(ies)
providing them.
People engaged in branding seek to develop or align the expectations
behind the brand experience, creating the impression that a brand associated with a
product or service has certain qualities or characteristics that make it special or unique. A
brand is therefore one of the most valuable elements in an advertising theme, as it
demonstrates what the brand owner is able to offer in the marketplace. The art of creating
and maintaining a brand is called brand management. Orientation of the whole

organization towards its brand is called brand orientation. The brand orientation is
developed in responsiveness to market intelligence.
Careful brand management seeks to make the product or services relevant
to the target audience. Brands should be seen as more than the difference between the
actual cost of a product and its selling price - they represent the sum of all valuable
qualities of a product to the consumer.
A brand which is widely known in the marketplace acquires brand
recognition. When brand recognition builds up to a point where a brand enjoys a critical
mass of positive sentiment in the marketplace, it is said to have achieved brand franchise.
Brand recognition is most successful when people can state a brand without being
explicitly exposed to the company‟s name, but rather through visual signifiers like logos,
slogans, and colors. For example, Disney has been successful at branding with their
particular script font (originally created for Walt Disney‟s „signature” logo), which it
used in the logo for go.com.
Consumers may look on branding as an aspect of products or services, as it
often serves to denote a certain attractive quality or characteristic (see also brand
promise). From the perspective of brand owners, branded products or services also
command higher prices. Where two products resemble each other, but one of the products
has no associated branding (such as a generic, store- branded product), people may often
select the more expensive branded product on the basis of the quality of the brand or the
reputation of the brand owner.
1.3.4 Local brand:
A brand that is sold and marketed (distributed and promoted) in a relatively
small and restricted geographical area. A local brand is a brand that can be found in only
one country or region. it may be called a regional brand if the area encompasses more
than one metropolitan market. It may also be a brand that is developed for a specific
national market, however an interesting thing about local brand is that the local branding
is more often done by consumers than by the producers. Examples of local brands in
Sweden are Stomatol, Skâneme etc.

1.3.5 Brand name:
The brand name is quite often used interchangeably with “brand”, although
it is more correctly used to specifically denote written or spoken linguistic elements of
any product. In this context a “brand name” constitutes a type of trademark, if the brand
name exclusively identifies the brand owner as the commercial source of products or
services. A brand owner may seek to protect proprietary rights in relation to a brand name
through trademark registration and such trademarks are called “Registered Trademarks”.
Advertising spokespersons have also become part of some brands, for example: Mr.
Whipple of Charmin toilet tissue and Tony the Tiger of Kellogg‟s Frosted Flakes. Local
branding is usually done by the consumers rather than the producers.
1.3.6 Types of brand names:
Brand names come in many styles. A few include:
Initialism: A name made of initials such as UPS or IBM

Descriptive: Names that describe a product benefit or function like Whole Foods or
Airbus
Alliteration and rhyme: Names that are fun to say and stick in the mind like Reese‟s
Pieces or Dunkin‟ Donuts
Evocative: Names that evoke a relevant vivid image like Amazon or Crest
Neologisms: Completely made-up words like Wii or Kodak
Foreign word: Adoption of a word from another language like Volvo or Samsung
Founders‟ names: Using the names of real people, and founder‟s name like Hewlett-
Packard, Dell or Disney
Geography: Many brands are named for regions and landmarks like Cisco and Fuji Film
Personification: Many brands take their names from myth like Nike or from the minds of
ad execs like Betty Crocker
The act of associating a product or service with a brand has become part of
pop culture. Most products have some kind of brand identity, from common table salt to
designer jeans. A brandnomer is a brand name that has colloquially become a generic
term for a product or service. such as Band-Aid or Kleenex, which are often used to
describe any brand of adhesive bandage or any brand of facial tissue respectively.
1.3.7 Brand identity:
The outward expression of a brand — including its name, trademark,
communications, and visual appearance - is brand identity. Because the identity is
assembled by the brand owner, it reflects how the owner wants the consumer to perceive
the brand — and by extension the branded company, organization, product or service.
This is in contrast to the brand image, which is a customers mental picture of a brand.
The brand owner will seek to bridge the gap between the brand image and the brand
identity.
Effective brand names build a connection between the brand personality as
it is perceived by the target audience and the actual product/service. The brand name
should be conceptually on target with the product/service (what the company stands for).
Furthermore, the brand name should be on target with the brand demographic. Typically,

sustainable brand names are easy to remember, transcend trends and have positive
connotations. Brand identity is fundamental to consumer recognition and symbolizes the
brand‟s differentiation from competitors.
Brand identity is what the owner wants to communicate to its potential
consumers. However, over time, a product‟s brand identity may acquire (evolve), gaining
new attributes from consumer perspective but not necessarily from the marketing
communications an owner percolates to targeted consumers. Therefore, brand
associations become handy to check the consumer‟s perception of the brand.
Brand identity needs to focus on authentic qualities — real characteristics
of the value and brand promise being provided and sustained by organizational and/or
production characteristics.
1.4 Theoretical foundation;
1 Brand Awareness
2 Positioning
3 consumer Awareness
4 sales promotion
Brand awareness:
Brand awareness refers to customers‟ ability to recall and recognize the
brand under different conditions and link to the brand name, logo, jingles and so on to
certain associations in memory. It consists of both brand recognition and brand recall. It
helps the customers to understand to which product or service category the particular
brand belongs and what products and services are sold under the brand name. It also
ensures that customers know which of their needs are satisfied by the brand through its
products (Keller). Brand awareness is of critical importance since customers will not
consider your brand if they are not aware of it.
There are various levels of brand awareness that require different levels and
combinations of brand recognition and recall. Top-of-Mind is the goal of most

companies. Top-of-Mind Awareness occurs when your brand is what pops into a
consumers mind when asked to name brands in a product category. For example, when
someone is asked to name a type of facial tissue, the common answer is “Kleenex,”
which is a top-of-mind brand. Aided Awareness occurs when a consumer is shown or
reads a list of brands, and expresses familiarity with your brand only after they hear or
see it as a type of memory aide. Strategic Awareness occurs when your brand is not only
top-of-mind to consumers, but also has distinctive qualities that stick out to consumers as
making it better than the other brands in your market. The distinctions that set your
product apart from the competition is also known as the Unique Selling Point or USP.
Positioning:
Brand positioning refers to “target consumer‟s” reason to buy your brand in
preference to others. It is ensures that all brand activity has a common aim; is guided,
directed and delivered by the brand‟s benefits/reasons to buy; and it focusses at all points
of contact with the consumer.
Brand positioning must make sure that:
Is it unique/distinctive vs. competitors?
Is it significant and encouraging to the niche market?
Is it appropriate to all major geographic markets and businesses?
Is the proposition validated with unique, appropriate and original .products?
Is it sustainable - can it be delivered constantly across all points of contact with the
consumer?
Is it helpful for organization to achieve its financial goals?
Is it able to support and boost up the organization?
In order to create a distinctive place in the market, a niche market has to be
carefully chosen and a differential advantage must be created in their mind. Brand
positioning is a medium through which an organization can portray it‟s customers what it

wants to achieve for them and what it wants to mean to them. Brand positioning forms
customer‟s views and opinions.
Brand Positioning can be defined as an activity of creating a brand offer in
such a manner that it occupies a distinctive place and value in the target customer‟s mind.
For instance-Kotak Mahindra positions itself in the customer‟s mind as one entity-
“Kotak “- which can provide customized and one-stop solution for all their financial
services needs. It has an unaided top of mind recall. It intends to stay with the proposition
of “Think Investments, Think Kotak”. The positioning you choose for your brand will be
influenced by the competitive stance you want to adopt.
Brand Positioning involves identifying and determining points of similarity
and difference to ascertain the right brand identity and to create a proper brand image.
Brand Positioning is the key of marketing strategy. A strong brand positioning directs
marketing strategy by explaining the brand details, the uniqueness of brand and it‟s
similarity with the competitive brands, as well as the reasons for buying and using that
specific brand. Positioning is the base for developing and increasing the required
knowledge and perceptions of the customers. It is the single feature that sets your service
apart from your competitors. For instance- Kingfisher stands for youth and excitement. It
represents brand in full flight.
There are various positioning errors, such as -
Under positioning- This is a scenario in which the customer‟s have a blurred and unclear
idea of the brand.
Over positioning- This is a scenario in which the customers have too limited a awareness
of the brand.
Confused positioning- This is a scenario in which the customers have a confused opinion
of the brand.
Double Positioning- This is a scenario in which customers do not accept the claims of a
brand.

Consumer awareness:
The need for empowerment of consumers as a class cannot be over emphasized and is
already well recognized all over the world. The advancement of technology and advent of
sophisticated gadgets in the market and aggressive marketing strategies in the era of
globalization have not only thrown open a wide choice, for the consumer but all the same
also rendered the consumer vulnerable to a plethora of problems concomitant to such
rapid changes. There is an urgent and increasing necessity to educate and motivate the
consumer to be wary of the quality of the products, and also the possible deficiencies in
the services of the growing sector of public utilities. In short, the consumer should be
empowered with respect to his rights as a consumer. He should be equipped to be vigilant
with a discerning eye so as to be able to protect himself from any wrongful act on the part
of the trader. In order to be able to position the consumer in such a state, there is every
need not only to evolve legal remedies but also provide reliable and exhaustive
information, which he can access without much effort and expense. Recognizing the
importance of the problem, the Government of India and State Government have initiated
steps to introduce dispute redressal mechanism by way of Consumer Protection Ac, but a
lot more has to be done in the area of creating awareness on the part of the consumer to
facilitate his seeking suitable remedy wherever there is a need. This becomes more
important in the rural areas, where there is wide spread illiteracy.
He should undertake steps to create a facilitative mechanism with the following
objectives:
1. Promote General Awareness of the rights of the consumer by encouraging
consumer education and supplying information.
2. Publish periodical and product specific booklets, pamphlets, cassettes, CDs, slides,
documentary films and other devices of mass communication for promoting
consumer awareness in English and regional languages, highlighting the problem
in specified areas like real estate, public utilities, non-banking financial agencies
etc.

3. Enlighten the business community on its ethical and legal obligations to maintain
quality of the products or services and to be transparent in dealing with consumers.
4. Encourage consumer activities to strengthen the existing institutional set up of
consumer dispute redressal by acting as a facilitator between consumer and the
institution.
5. Study the available legal remedies, analyze and suggest new measures for the
effective and better consumer protection.
6. Bring together the consumer, traders and policy makers to exchange information
of mutual interest for better coordination. Bring together the NGO‟s/Consumer
activities operating in different areas and equip them with suitable and required
information and knowledge to enable them to act as nodal agents of change in
rural areas.
7. Organize and conduct seminars, workshops and group discussions and thus
provide a platform for threadbare discussion of the issues and evolve suitable
remedial action. Conduct motivational campaigns for groups of potential
customers both in urban and rural areas.
8. Coordinate programmes organized by Central and State Governments, State Legal
Aid Authorities, Academic Institutes, National and International Consumer
Organizations.
9. Periodic interaction with electronic & print media on success stories of consumers.
10. Establish links with educational institutions like universities, colleges, high
schools to emphasize the need for improving consumer education in the
curriculum. Consumer clubs which were started recently by the A.P. Consumer
affairs, Food & Civil Supplies Dept. would go a long way in achieving this.
11. Interact with national level organizations like NISIET, NIRD, ASCI etc. to explore
possible collaboration and organize awareness programmes for their clientele and
undertake research projects.
12. Organize a database enabling the consumer retrieve the required information in a
less expensive and quick way. Set up a website http://scdrc.ap.nic to publish

information, news including judgments, articles, on product analysis and related
matters for the guidance of consumers to have informed choice of product
services, redressal agencies and mechanisms.
(i) Perception: The process by which people translate sensory impressions into a
coherent and unified view of the world around them. Though necessarily based on
incomplete and unverified (or unreliable) information, perception is equated with
reality for most practical purposes and guides human behavior in general.
Sales Promotion:
Sales promotion is any initiative undertaken by an organisation to promote an increase in
sales, usage or trial of a product or service (i.e. initiatives that are not covered by the
other elements of the marketing communications or promotions mix). Sales promotions
are varied. Often they are original and creative, and hence a comprehensive list of all
available techniques is virtually impossible (since original sales promotions are launched
daily!). Here are some examples of popular sales promotions activities:
(a) Buy-One-Get-One-Free (BOGOF) - which is an example of a self-liquidating
promotion. For example if a loaf of bread is priced at $1, and cost 10 cents to
manufacture, if you sell two for $1, you are still in profit - especially if there is a
corresponding increase in sales. This is known as a PREMIUM sales promotion
tactic.
(b) Customer Relationship Management (CRM) incentives such as bonus points or
money off coupons. There are many examples of CRM, from banks to
supermarkets.
(c) New media - Websites and mobile phones that support a sales promotion. For
example, in the United Kingdom, Nestle printed individual codes on KIT-KAT
packaging, whereby a consumer would enter the code into a dynamic website to
see if they had won a prize. Consumers could also text codes via their mobile
phones to the same effect.

1.5 Consumer:
An individual who buys products or services for personal use and not for manufacture or
resale. A consumer is someone who can make the decision whether or not to purchase an
item at the store, and someone who can be influenced by marketing and advertisements.
Any time someone goes to a store and purchases a toy, shirt, beverage, or anything else,
they are making that decision as a consumer.
Rights and responsibilities if consumer:
Consumer protection movements have evolved and grown worldwide in the past few
decades. This global drive to protect and uphold consumer interests is amply reflected in
the guidelines adopted by the UN General Assembly in 1985 (Resolution 3 9/248) for the
protection of consumer rights, and in the efforts of international organization such as
Consumer International. Consumer protection movements reflect the social and cultural
patterns and attitudes of a given society in which they operate, as well as promote good
market practices and a sustainable consumption patterns. Consumer movements not only
protect consumer rights, but also aim to educate the consumers about their
responsibilities and build a more equitable and fair society.
CRCP shares the vision of Consumer International and endorses consumer guidelines and
responsibilities prescribed by it and by the UN General Assembly. CRCP perceives its
role not only as defending the rights of the consumer but more importantly towards
achieving a clear social understanding about what it means to be consumer. It strives for
the emergence of an organized consumer movement through building a broad base of
informed and responsible consumers. CRCP endeavors to support the consumers to come
out of the prevailing inertia and play a more active role in deciding their consumption
patterns to effect long-term socio economic change and achieve sustainable development.
A summary of Consumer International‟s (CI) philosophy of Consumer Rights and
Responsibilities

Consumer Rights:
Basic Needs
The right to basic goods and services, which guarantee survival. It includes adequate
food, clothing, shelter, health care, education and sanitation.
Safety
The right to be protected against products, production processes and services which are
hazardous to health and life. It includes concern for consumer‟s long-term as well as their
immediate requirements.
Information
The right to be given the facts needed to make an informed choice or decision. Consumer
must be provided with adequate information enabling them to act wisely and responsibly.
They must also be protected from misleading or inaccurate publicity material, whether
included in advertising, labeling, packaging or by other means.
Choice
The right to choose products and services at competitive prices and, in the case of
monopolies, to have an assurance of satisfactory quality and service at a fair price.
Representation
The right to advocate consumers‟ interests with a view to their receiving full and
sympathetic consideration in the formulation and execution of economic and other
policies. It includes the right of representation in governmental and other policy-making
bodies as well as in the development of products and services before they are produced or
set up.
Redress
The right to a fair settlement ofjust claims. It includes the right to receive compensation
for misrepresentation of shoddy goods or unsatisfactory services and the availability of
acceptable forms of legal aid or redress for small claims where necessary.
Consumer Education
The right to acquire the knowledge and skills to be an informed consumer throughout
life. The right to consumer education incorporates the right to the knowledge and skills

needed for taking action to influence factors, which affect consumer decisions.
Healthy Environment
The right to a physical environment that will enhance the quality of life includes
protection against environmental dangers over which the individual has no control It
acknowledge the need to protect and improve the environment for present and future
generations.
Consumer Responsibilities:
Critical Awareness
The responsibility to be more alert and questioning about the price and quality of goods
and services we consume.
Action
The responsibility to assert ourselves by acting to ensure that we get a fair deal As long
as we remain passive consumers we will continue to be exploited and manipulated.
Social Concern
The responsibility to consider the impacts of our consumption patterns and lifestyles on
other citizens especially the poor disadvantaged or powerless consumers whether they be
in the local national or international community.
Environmental Awareness
The responsibility to realize the environmental costs and consequences of our
consumption patterns and lifestyles. We should recognize our individual and collective
social responsibility to conserve natural resources and to preserve earth for present and
future generations.
Solidarity
The responsibility to come together and organize consumers in order to enhance the
strength and influence required to promote and protect our interests.

SECTION-B
REVIEW OF LITERATURE
Milk products Truffles are so good
Posted :aug 04,2010
Milk products are one of the best inventions ever created in the course of
human existance. Milk products is such tasty and delicious treat and it can be purchased
for your self or given as a gift. Milk products gifts are always an appreciated and
appropriate gift. One of the best gifts anyone could receive is a hybrid of milk products
and the flower. instead of abouquet of flower that will die or a simple box of milk
products you can always give someone a milk products rose as a gift. milk products roses
as a gift. milk products can be shaped into the form of a rose and covered in red milk
products foil with a stem and a leaf attached. This flower is made to resemble a beautiful
red rose on the put side that can be unwrapped and devoured, if the recipient in mind
really likes milk products with an intense passion and would prefer to have an entire box
of milk products rather than the few bites that are blooming inside of a red foil wrapped
milk products rose there is always the ever populer gift of rich and delicious milk
products truffles to satisfy.
Milk products truffles are made by chocolatiers in a lost every rich and
delectable flavor imaginable, milk products truffles are among one of the most popular
and best gifts to be recieved because rich cocoa is so delicious and the chocolatiers that
made truffles are knowledgeable about how to make them. Well crafted milk products
truffles are a wonderful treat to receive as a gift or to win in a basket at a raffle.
When you need a Treat, Milk products gifts hit the spot posted :Aug 04,2010
Just about everybody loves Milk products .From the iconic hershey kiss to
the top of the line godiva brand, milk products comes in various forms and shapes. Milk
products truffles are a special treat that satisfies a refined taste.

M&Mappear in candy dishes all over the world, one of the best things
about milk products is that it makes a great gift.
Milk products gifts are available for all occasions. on valentine‟s day, it is
almost mandatory that you buy your sweatheart a heart-shaped box of the sweet treat.
The one or maybe two pound boxes con tam an assortment of milk products with nuts,
caramel, coconut, nougat, cremes and other filings. You can choose boxes with light,
dark or a combination of the two types of milk products.
Holidays are another time for boxed milk products. when you go over to
your aunt betty‟s house for thanks giving dinner, a nice box of milk products is
appropriate .while milk products gifts are not expensive (unless you are buying some
exotic, imported brand),they are always appreciated. when the box is opened ,you beteter
be quick, before all the “good ones” get snatched up.
During easter, chocolates take several different forms. Large, hollow milk
products bunnies with candy eyes line the shelves of drug stores. Walmart has a special
candy display. There are milk products easter eggs with marshmallow filling. Milk
products Peanut butter eggs and crunchy milk product eggs. Any respectable easter
basket should be filled withsome delicious milk products.
Birthday‟s, cheering up an ill patient, or rewarding your child‟s excellent
school performance are all very appropriate for milk products gifts.
The world of milkproducts
posted:jun 01,2010
Milk products are loved the world over. why do so many people love milk products?
Probably because of the almost unlimited variety of flavours had textures that milk
products has. Ever since milk products was first discovered over 3,000 year ago by the
Aztecs, people have enjoyed milk products. Of course, although people all time have
enjoyed milk products, it didn‟t start out as we know it today. it wasn‟t the sweet little
milk products or bars that we like to think of. Instead ,it started in south America only as
a bitter drink.

Soon through, coco made its deduct into the rest of the world and into the
hands of many eager bakers. milk products went from just a bitter drink, into all kinds of
flavours. coco was made into sweet drinks, cakes, desserts and bars. The flavors ranged
in everything form bitter dark to ultra sweet and decadent. one of thest indulgent is milk
products truffles. Theses little milk products are filled with ganache ,a mixture of both
semisweet milk products and cream.
In 1765 Milk product was first introduced to the united state by n irishman
named john hanan. both john and American candy maker James baker built the first
American milk products mill in 1780.Then they started production milk products for the
public. It wasn‟t long before their little milk products bussiness began to take
off.Americans were in love!
Now, well over 200 years later, the American public is still in love and
obsessed with milk products .7 billion dollers a year alone is spent on milk
products/much of that is spent on milk products. gifts, whether of course that gift is for
someone other than yourself is entirely up to you!
Let s hear it for the wedding milk products favours
posted:Mar3O,2009 .
Belgian milk products is one of the best milk products in the world. but
then again it doesn‟t have to be Belgium milk products to create a mouth watering effect
to those people who crave for sweets. wedding milk products are simply a quality choice
as a wedding favor.
But then, milk products are not just a token given to someone special on a
special event. Milk products wedding favors have become one of the greatest items a
couple could use in their wedding as a favour if it is going to be your own wedding,
perhaps you might as well consider this option.
It‟s just to show that a wedding favour is not anymore particular to a home
decor but it cannow also be a usable or an edible thing. Intimacy and passion comes to
mind when talking milk products.

Perhaps it is the reason why they have been used as one of the options in
the line up of wedding favour. And to make wedding milk products favour more suitable
for a wedding, different modles have been created to shape the milk products into designs
that would suit any type of wedding of course there are other taste available as well in
mint, dark, or white
Milk products, and these can be appropriately matched with a particular
shape of wedding milk products favours.
Wedding milk products favors can fit a royal wedding theme, an outdoor
wedding, or Disney-type topic wedding. A Milk products favors lollipop can take about
any shape or designs that could fit a wedding celebration. Those heart-shaped milk
products favours that have a design in the middle are the simplest design that you can
have.
You can also use an oval, round, or rectangular forms since they are wide
enough to make more patterns in the middle of the milk products. Some of the more
unique shaps in the wedding milk products design world would be wedding gown,
tuxedo, bride and groom image, flowers such as rose and calla lily, birds such as swan
and dove, castle, wedding bell, wedding cake, and even elegant fans.
Furthermore, these chocolaty design can also be modified a bit and use
them as a wedding milk products cake topper or centerpiece.you can add some more
accessories to your milk products favors.
A colorful mimi sticks and a ribbon can turn your favor iooly into a more
amazing wedding favor. But then, you can also give those milk products wedding favors
a personal touch if you want to individualized Milk products favors are also more inviting
because your guest will see that you have put some extra effort into creating them.
Looking for the best wedding favor can be a lot of fun that you and your
partner can be together. When you pick out to have milk products as your wedding favor,
rest assured that you and your spouse will share that sweet moment; designing your
wedding motif together.

To formulate the problem precisely and top in point the importance of
undertaking it, it is essential to carry out a brief review of the studies related directly or
indirectly to the present investigation. Some of the studies conducted earlier are given in
chronological order.
Johnston(1981)proposed that time may be the most important variable in
consumer behaviour. On one side, the time dimension of consumer behaviour is viewed
as just beginning to emerge as a major variable of study ,on the other side, however, time
has been implicitly and explicity incorporated into consumer behaviour theory and
marketing strategies for quite some time. Adoption of products by consumers was not
characterized by analystic consumption behaviour but by risk aversion and preference for
incremental changing in the consumption set.
Gofton and Nees (1991) studied that the twin trends of heath and
convenience have resulted in changing food consumption patterens. their research among
consumers confirmed that their is a wareness and concern about the relationship between
health and diet the better educated are more food -conscious. changing lifestyles and the
changing role of women are shown to affect food habits.
Bruhn (1992) reported concern about the impact of diet on health that has
led consumers to reduce the consumption of foods percieved as being high in fat. Taste,
safety, and nutrition were most important in food selection. Nutritive factors considered
most important were total fat content, cholesterol, fats both saturated and unsaturated
ones by the consumers.
Arthley (I 993) reported that the food manufacturers must ensure that the
food they produce should satisfy customers‟demands namely,i.e.the food should be safe
to eat ,healthy and nutritious and it should be of high quality and value or money and
increasingly,it must have
built- in convenience.
Zink(1997)studied that consumer demand for new food nad changes in
eating habits and food safety risks are affecting the food processing industry. The

population is becoming older on average; moreever, consumers ,want fresh and
minimally processed food without synthetic chemical preservatives.
Candel(2001) proposed that consumer research s consider convenience
orientation towards meal preparation to be a relevant construct for understanding
consumer behaviour towards foods. As examined in two different samples of meal
preparers. convenience orientation was found to be negatively related to cooking
enjoyment, involvement with food products and variety seeking and to be positively
related to role overload. his analysis also suggest that the lack of relation between the
meal preparer‟s working status and convenience food consumption as found in many
studies, is due to convenience food not restaurants appear to satisfy the consumers need
for convenience more adequately.
Costa et al (2001) introduced a new definition and classification system for
home meal replacements (HMR),based on convenience attributes as viewed by
consumers. The classifying criteria chosen were based on shelf-life and required
preparation. Results showed that the use of a narrow range of HMR is characteristic of
Dutch food consumption. The classification system is expected to provide valuable
support for consumer-oriented products and process development.
Creed (2001 )studied that consumer demand for convenience has led to the
prepared frozen meals according to age group, social class, gender and frequency of
eating out, and the potential for extending the use of prepared meals to those who could
benefits.lt concluded that the system can provide opportunities to satisfy many groups of
consumers with regard to nutritional, sensory, convenience and safety aspects.
Tauscher(2002) studied that consumer demands for high-quality foods with
“Fresh like” characteristics that require only a minimum amount of effort and time for
preparation has led to the introduction of convenience foods preserved by mild
treatments. Non-thermal methods allow the processing of foods below temperatures used
during thermal pasteurisation, so flavours, essential nutrients, and vitamins undergo
minimal or no changes. This process is used to create food and food ingredients with new
sensory and functional properties including also physiological functionality.

Friedeck et al(2003)revealed that the flavor and texture effects of soy
protein fortification of low-fat dairy-based ice cream were most important for the
acceptance of frozen ice-cream. Low fat ice cream mixes were formulated with 0, 2 and 4
percent soy protein isolates(SPI). Sensory attributes, volatile flavor comments,
instrumental color properties compared with the 0 percent SPI control. This information
aided in optimization of an acceptable soy-fortified dairy ice cream.
Tillotson(2003) studied the effects of high pressure processing(HPP) on
consumer acceptance for chilled ready meals manufactured using a low-value beef cut.
Data were collected on consumers‟ food consumption patterns, their attitudes towards
food by means of the reduced food-related lifestyle and socio-demograhics.
Ahlgen and hall(2004) studied that food choice is dependent upon beliefs
about both the products and those who consume these products. He studied the beliefs
about the protypical attributes of ready meal consumers to establish which beliefs exist
and whether they have any actual basis when compared with self-reported behaviors‟ of
ready meal consumers. In a survey, respondents described what they considered to be
common attributes of ready meal consumers. Most interesting was the fact that two
frequently mentioned attributes, being alone and no interest in cooking or food, were
confirmed by the frozen ready meal consuming respondents in the actual eating situation
but not by their life-style and beliefs in general. In the different eating situations there
were dissimilar reasons for consumption. Two ready meal eating situations were
investigated in greater detail in order to establish what triggered the ready meal
consumption in these situations. One of these meal situations proved to be convenience
driven and the other time driven.
Cardello and schutz(2004) conducted the analytic studies with civiles with
civillian and military consumers in order to assess the factors that contribute to the
concept of food freshness and the relative importance of freshness to order product
variables. Result showed the concept of freshness to be determined primarily by time
from harvest/production and food type. Foods that were described as “minimamally
processed e.g.”frozen and thawed “were rated as less fresh than other foods.

Hlgren et al (2004) reported that food choice is dependent upon beliefs
about the products and consumers. Beliefs about the prototypical attributes of ready meal
consumers have been investigated to establish the beliefs that exist and whether they have
any actual basis when compared with self-reported behaviour of ready meal consumers.
Khanona and Aung(2004) proposed that the diverse consumer attitudes
towards the safety of food. The diversity among consumers is based on a variety of
factors, including demograhics and socio-economies status. The relationship between
consumer attitudes, knowledge and behaviour regarding food safety is also examined in
this paper. It indicates that different attitudes do not necessarily lead to behaviour that
safety of the food consumed.
Ling et al 92004) studied the attitude about new food purchases between
innovators/early adopters and non-innovators and to determine the food purchase
characteristics of innovators/early adopters and non-innovators, food prices were
relatively important to both consumer groups. Marketing implications for food business
were discussed.
McCarthy et al (2004) focused on the Irish convenience food consumer and
investigates four convenience food categories; frozen ready meals, take -away meals, and
pub meals. Comparison of the regression result across the four convenience food
categories highlighted the importance of convenience food-related lifestyle issues in the
purchase of ready meals. General food- related lifestyle issues were more important in the
purchase of take-away meals. The consumption of restaurants and pub meals was least
effected by convenience related dimensions and more by the importance o f social events.
Ragaert et al (2004) studied the consumer perception nad choice of food
products. The likelihood of buying minimally processed vegetables tends to be higher
among better-educated consumers and among consumers with young children. The most
important motivation for purchasing minimally processed vegetables relates to
convenience and speed, especially for consumers who buy this product during weekends.
Although health and nutritional value scored relatively low in terms of importance during
the purchasing and consumption stages of minimally processed vegetables, consumers

with a high awareness of the relationship between food and health attach significantly
more importance to theses credence attributes.
Urala(2004) studied attitude behind consumers‟ willingness to use food
products and described food related seven factors describing consumers‟ attitude towards
foods. These factors were as follow :perceived reward from using foods, foods as part of
a healthy diet and the health effects of foods vs. their taste. These attitude subscales
differentiated between consumers in their reported willingness to use foods.
Burns(2005) studied that consumers are being assailed by new products and
services, many of which can alter time-honored consumption customs. Adoption of time -
saving processed food items by contemporary Chinese consumers was influenced by
increased income and demands on time.
Verbeke (2006) studied that the forecast of a bright future for frozen
foods,which constitute the fastest growing segment in the food market. One of the key
sucess factors pertains to consumer acceptance of the concept of these foods. The
likelihood of these food acceptance also increases with the presence of a high level of
claimed knowledge or awareness. This adverse impact of high awareness decreases with
increasing consumer age. Belief, knowledge and presence of an ill family member
outweight socio-demographics as potential determinants.
Carrigan et al (2007) studied the role of convenience food within the food
strategies of contemporary UK families, and aims to elicit consumption meanings in the
broader social context of family relationships with food & their rituals, routines and
conventions. The findings revealed that convenience was having multiple meanings for
UK women, and that convenience food was incorporated into reiterpreted versions of
homemade and “proper” meals. A hierarchy of acceptable convenience food was
presented by the mothers, who tackle complex and conflicting family routines by
introducing convenience solutions.
Cowan(2008) examined the consumption of frozen ready meals by British
consumers. Attitudes were the best predictor of behavioural intention and an additional
variable, habit was included in the study. This increased predictive power but reduced the

influence of attitudes. For food products, behavioral intentions were the best predictor of
behaviour for a model including behavioral intentions, perceived behavioral control and
habit, value for money was the most important of three beliefs investigated for each
products for those who intended to consume ready meals.
Botonak(20 10) proposed that the increasing importance of convenience in
consumer food choices has attracted researchers‟ interest. In the effort to understand how
convenience affects consumers‟ food preferences, values are believed to play an
important role. The result reveal that convenience food consumption and convenience
orientation in the food domain are mainly connected.
Sorenson et al (2011) studied the effects of high pressure processing (HPP)
on consumer acceptance for chilled ready meals manufactured using a low-value beef
cut. Data were also collected on consumers‟ food consumption patterns, their attitudes
towards food by means of the reduced food-related lifestyle (FRL) instrument, and socio-
demographics. The result indicated that a pressure treatment of 200MP was acceptable to
most consumers. K-means cluster analysis identified 4 consumer groups with similar
preferences, and the optimal pressure treatments acceptable to specific consumer groups
were identified for those firms that would wish to target attitudinally differentiated
consumer segments.
Although a lot of study has been done in the area of consumer behaviour
and adoption of innovative and healthy food products but much research has not been
carried out to study the consumer attitude and adoption process of frozen food. This
research is an attempt to fill the gap.

Chapter-2
COMPANY PROFILE
2.1 Introductions:
Verka, a leading dairy brand of Punjab, which provioddce fresh milk,
paneer, curd ghee to million of homes across the region, is facing stiff competition from a
namesake brand registered in the US which has patented the brand name and the product
range. A part from making the Punjab state corporative milk product federation‟s
(milkfed) task difficult in exporting the product to the north American market ,the
government feels that the US brand is misguiding unsuspecting patrons .Milkfied is
considering going the legal action.
The US-based company in question is quality product Inc in calefornia,
incorporated in 2002,is owned by an lndian, Kulwinder dhillion. The company website
provide detail of the company selling dahi, paneer, and ghee under the verka brand across
the north American continent. The smartly packages products bear the „real California
seal‟ and the status of approval accorded by the US health department and the FDA.
Currently, Milkfied exports over 1,100 tones of „desi ghee‟ worth Rs 14
crores, largly to the gulf, philippiness, Australia and new Zealand. Milkfied had a
turnover of Rs.800 crores in 2006- 07 and is targeting a 15% growth with fiscal. With the
state government marking on the major revamp of milkfied exiting capacity, it has to be
seen what the government do to protect the hugely popular verka brand. One of the
leading dairy brands of north India. Verka is yet another contribution from the state of
Punjab. The flagship brand of Punjab‟ state corporative milk producers‟ Fedration LTD
(milkfied), Verka is today enjoying the patronage of customers both within and outside
the country. Milkfed future programmes can never be complete without verka.
Verka is a brand leader in milk powders particularly in northern and eastern
sectors. The milkfied brand commands a premium price over milk powders manufactured
by competitors. This includes multinational as well as private trade and other corporative
federations.

Mi!kfied is serving nationwide consumers through its network of regional offices and
strong distribution channels. Milkfied markets a wide Varity of products, which include
liquid milk, skimmed milk powder, whole milk powder, infant food, ghee, butter, cheese,
lassi, SFM, ice cream, malted food and verka vigour etc.The annual turnover of milkfied
has touched to Rs.45Ocrore.Milkfied state that it has successfully leveraged on the brand
equity of verka to launch new trends, needs, taste and hopes.
Health drinks like verka vigour, verka lassi,sweetened flavored milk and a
mango drink called raseela have also hit the markets.Milkfied has now come out with
verka curd and a whole lot of different flavors of ice creams.Milkfied also made a foray
into the international markets. They say that it was the domestic competition that drove
them to alien destinations. However, Milkfied has already established its ghee market in
the middle east. verka ghee reaches all the emirates and is available in almost all super
markets. In addition to ghee, SMP is also exported to Asian countries like Philippines,
Bangladesh and sri lanka. verka malt plus (malted milkfood) is being exported to
Bangladesh also. with technology mission programmes,ever widening markets and
increasing exports,Milkfied is preparing it self to take verka to greater heights. The
federation has planned to introduce more value-added products like tetra-pack plain milk
and low calorie lassi.
Milkfied not only provides assured market to milk producers but also
carries input to enhance milk to their doorsteps.the District cooperative milk producer‟s
unions and milk plant have attained self-sufficiency or are on the threshold of attaining it
.Milkfied has played a very vital role in providing a strong was for remunerative price to

the producer‟s they get more money for their milk and payments are timely. In addition
tachnical input services in feeding ,breeding and management are easily accessible.
Value addition is one of Milkfiedls trust areas and the plants produce not
only pasteurized, homogenized milk but also butter milk, cream, butter and classified
butter-oil (ghee) and several other products. The milk union have marketed milk and milk
products. The puniab state Milk Federation yesterday launched verka sweet lassi and
mango rasela in chandigarh.verka lassi is popiler in india as well as abroad (milkfied
exported lassi tojapan and bagladesh).
The managing diractor of Milkfied ,vikas partap,said there had been a
persistent demand from the consumers to launch the tetra pack and it was the ideal time
to hit the market.
Milkfied has 11 plants in punjab producing 35 products, including
traditional sweets.he said there was vast scope for expension in the milk sweets segment
and the firm would launch two more in the category (son papri and dhoda) by the end of
this month.Milkfied supplies 50 lakh liter per annum of ultra heat treated milk to eastern
command (50 lakh liter per annum) and northern command (36 lakh liter per annum).He
informed that the federation procures about 7 lakh litres of milk every day and 7 lakh
farmers of punjab were earning their livelihood through Milkfied.
„pure ghee nad toned milk of verka is in great demand in West Asia and we earned
about Rs 13.5 crore from export business last year‟ added. The Punjab milkfied also
supplies 40,000hter of milk every day to mother dairy .The custom packaging of milk is
done at Patiala and the milk is then dispached to Delhi foe sale.”We have a turnover of
Rs 700 crore last year and expect to do better this year with the opening up of trade ties
with Pakistan”, he said. He said a trade delegation was in the city to discuss the feasibility
of business with Milkfied. he pointed out that the government -run milk federation, a loss
making unit for two years, has clocked in profit due to a up grade of marketing strategies.
Milkfed was all set to pose a challenge to the private players, through an
aggressive marketing drive in the near future, he added. The Mohali plant of milkfied had
received the national productivity award,2005,on Wednesday. The award was given by

the union minister of agriculture in new Delhi. Milk plant mohali bagged the award for
the third time.
PUNJAB DRINK „LASSI‟ OUTSCORES EXOTIC DRINKS IN COMPETITION
Patiala(PTI):Punjab‟s household drink „lassi‟has outscored other exotic drinks in a unique
entrepreneurship competition held in Europe.‟ lassi‟ was named the best beverage drink
at the “Know Europe-2008”entrepreneurship programme in which a 20-year-old student
from Chandigarh, Taman raj singh, represented india. The month-long programme,
organised under the aegis of normandy business school of finance, aimed at assessing the
entrepreneurship acumen of business school students around the world.
The invites were asked to given marketing presentation of beverages
famous in their countries and taman chose the traditional pUnjabi drink.
His presentation was a mix of tradition and modernity-the age-old”lassi” in
verka‟s tetra bpacks. it impressed the judges immensely and got a high grading of 90 per
cent and the reason why none other beverages matched “lassi” was its unique qualities-a
mix of simplicity, flavor and health.” it was not very difficult to convince people that
lassi, a simple mixture of yogurt and water, was a healthy drink that could be consumed
by people of all ages, infants and patients, without hitch. And what‟s more, it can be had
sweet, salt, spicy or even plain, Taman said. outscored exotic wines, fancy coffees-lattes
and cappuccino in the competition that was held last month at four places in brussels, the
Netherlands, France and spin.
Believe it or not, Punjab‟s household beverages has outscored exotic wines,
fancy coffees lattes and cappuccino-and brewed beer at a unique entrepreneurship
competition in Brussels, the Netherland, France and spin. And the youth, who achieved
this rare feat for “Lassi”, is a 20-year- old B.com student of S D college-32.Taman Raj
singh represented india at the “Know Europe - 2008”entrepreneurship programme,
organized under the aegis o f normaandy Business school of france.
For the month-long programmes, aimed at assessing the entrepreneurship of business
school students, youth all over the world were invited to give marketing presentation of

beverages famous in their countries, Taman chose the traditional punjabi drink. His
presentation was a mix of tradition and modernity -the age-old “lassi”in verka‟s tetra
packs. The presentation impressed the judges immensely and it bagged an unprecedented
grading of 90 per cent.
And the reason why none other beverage matched “lassi” was its unique
qualities -a mix of simplicity, flavor and health.” it was not very difficult to convince
people that “lassi”, a simple mixture of yogurt and water, was a healthy drink, a drink
that could be consumed by people of alleges, infants, without hitch. And what‟s more, it
can be had sweet, salt, spicy or even plain,” said Taman.
This entrepreneurship programme was conducted at four places at brussels
by hogeschool universities, at the Netherlands by inholttland university, at France by
Normandy business school and at spin by the universitat politecnica catalunya. it was
held under the auspices of the student exchange programme orgnised between the
normandy Franch university and SD collage 32.Since the target market was paris, taman,
along with his five-member team of foreign students, went to all restaurants and big
hotlels of the city to promote their respectives drinks. An ecstatic taman said:”The feeling
is just out of world”
.
2.2 Inception:
Milk production is very important part of the agriculture economy in the
state of punjab. punjab is one of the smallest state in indian union with a total area of

50.362sq.kms,which is 1.5% of the indian landmass dairy farming is an age old
subsidiary proffesion in the rural areas of punjab.Punjab is the second largest milk
producing state in india, producing around 10% of the countries milk production i.e .8
million tones annually.
1. First milk plant,of the state was setup at VERKA near amritsar.
2. The brand name of milk and milk products adopted as VERKA.
3. The foundation stone of milk plant,ludhiana was laid by Hon.S.Parkash singh
Badal,the minister of punjab in june 22,1970.
2.2.1 Objectives:
a) To bring prosperity to Milk Producers in the State through assured market and
remunerative prices all round the year.
b) To provide fresh hygienic milk to urban consumers at reasonable rates.
c) To ensure viability and growth of Milk Unions by converting surplus milk into
products and ensure their marketing.
d) To modernize existing Plants and upgrade technology from time to time.
2.2.2 Mission Statement:
To support the Milk Producers in uplifting their rural economy, make all
the Milk Unions viable and ensure quality milk & milk products to consumers.
2.2.3 Vision Statement:
The vision for the next five years is to triple the turnover the federation from level
of INR 7.25 billion in 2006-07 to INR 26 billion in 2012-13.
Ensure grass root level presentation of the Cooperative movement.
Increase Economics of scale in Milk Unions (Procurement/ Marketing)
Capacity expansion and modernization of the dairy plants.
Serous thrust on increasing marketing orientation.

2.3 The Punjab state cooperative milk producers federation limited:
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 some
extent. The setup of the organisation 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.
2.3.1 Milk production network:-
Working on “Anand Pattern” the process of organizing societies at village
level started in Punjab as early as 1978. Presently, there is strong Network of about 6474
(as on 3 1.3.2010) Milk Producers Cooperative Societies organized at village level.
About 3.65 Lakh milk producer members are attached to these societies. Fresh milk is
procured from the milk producers twice a day through village level societies directly
without the assistance of any middleman.
2.3.2 Input service:
It is one of the fundamental objectives of MILKFED to carry out activities
for promoting milk production in the State. In view of this, various technical input
services like veterinary health care, artificial insemination services, vaccination, supply

of VERKA balanced cattle feed and quality fodder seed etc. are provided for enhancing
milk production and economic development of farming community.
2.3.3 Cattle induction programme:
Government of Punjab has identified dairy sector as thrust area for rural
development. Recently, Milkfed Punjab has signed memorandum of understanding
(MOU) with State Bank of India, State Bank of Patiala and Oriental Bank of Commerce
for providing loan up to Rs.50,000/- without any collateral security to milk producer
farmers for purchase of milch cattle on soft terms and low rate of interest.
2.3.4 Clean milk production programme:
For improving quality of raw milk right from milk producer‟s level, q
massive programme called “CMP” has been launched under which 290 Bulk Milk
Coolers have been installed in the societies and many more in pipe line. Besides, more
than 1226 Automatic Milk Collection Stations have been provided to the societies 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.
2.3.5 Women dairy products:
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 20596 women beneficiary members will be organized.

2.4 Marketing:
MILKFED is serving nation wide consumers through its net work of
Regional offices and very strong Distribution channels. MILKFED markets a wide range
variety of Verka products which include liquid milk, skimmed milk powder, whole milk
powder, ghee, butter, cheese, lassi, SFM, Ice Cream, etc. The annual turn over of
MILKFED has crossed Rs.1255 crores. Verka is a brand leader in milk powders and SMP
marketed by MTLKFED commands a premium price over powders manufactured by
competitors which include multi national as well as private trade and other Cooperative
Federations. Now Verka is known for its quality, freshness, purity and of course its home
made taste.
2.4.1 Extension of the board:
After winning faith of innumerable consumers, Verka did not stop.
Changing times brought new trends, needs, tastes and hopes. Verka, dynamic as ever too
acquired newer forms of adding values to milk and milk products. Apart from introducing
new variants of UHT long shelf life milk and SFM in carry away bottles, Milkfed has a
plan to add more variety of flavours in SFM. VERKA Ice Cream in different flavours and
packagings is available in the market. Many new products are in pipe line.In true sense,
milk had never meant so much before.
2.4.2 Export of milk products:
After carving a niche in the national market, Verka brand has reached in
foreign market also. MILKFED has established its Ghee market in Middle East . Verka
Ghee reaches all the emirates and is available almost in all super markets. The
penetration is so deep that Verka ghee is available even in far off labour camps. In
addition to Dubai, Saudi Arabia, Muscat, Australia and Japan, Verka Ghee is exported to
Newzealand and Malasia also.

2.5 Quality assurance programme:
Quality assurance programme (QAP) which is a part and parcel of dairy
plant improvement programme(DPIP) was taken up in Ludhiana Milk union with the
Technical guidance from NDDB. The main objective of the programme 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 there products.
Verka milk product may go on stir:
cutting across party affiliations, all 12 directors on the board of the verka
milk plant, Ludhiana, have got together to threaten an agitation if the milkfied
management does not increase the procurement price of milk from producers.
At a meeting held at the verka milk plant here today, the directors,
belonging to the shiromani Akali dal (SAD), paramjit singh ghawadi(congress) and five
directors each from SAD and congress, said the milkfied management never takes up
development issues unemployment.
The directors have demanded that the rates of purchases of milk from milk
producers should be increased immediately. They want an end to interference too.
Ludhiana, november II in the backdrop of seizure of adulterated milk in the
city, the verka milk plant has installed a free milk-testing centre outside its main gate on
freozpur road.
“The centre will be providing free milk testing facility from 9 am to 5 pm
on all working days,” said Anup singh, general manager, verka milk plant. The company
is milling over the idea to extend the facility even on Sundays.

It has asked consumers to get 250 ml of unpasteurized milk at the tests,
including for synthetic milk, done there.” within ten to fifteen minutes a report will be
handed over to the consumer,‟ said a company employee. In the past few weeks, the
health department has seized a huge quality of adulterated milk from several shops in the
city.‟ there is an increase in the supply of spurious and adulterated milk in the market. so
it was the need of the hour to open this kind of center,”Anup singh said. Due to
unawareness and lack of facilities of getting milk tasted, the residents had no option but
to use be-level milk and its products, he added. The verka milk plant receives about 2.50
lakh liters of milk daily from 750 villages of Ludhiana district through villages-level milk
cooprative socities,
“In the last five months I have cancelled the contacts of many contractors
whose supply was not up to the mark, anup singh.ualthrough there was a lot of political
pressure on me. I didn‟t bow to it and cancelled the contracts of 20 to 25 years old
contractors. The company says it tests the milk at milk cooprative socities first and then
again at verka milk plant just to rule out any adulteration in it.
To keep a strict vigil on private daily owners, anup singh said the company
was planning to raid some private dairy owners along with the health authorities.”We will
take random milk samples from dairies and the health department will take strict action
against those indulging in adulteration,” he added.

Chapter-3
RESEARCH METHODOLOGY
Objectives of study:
1. Comparison of verka and another brand of beverages.
2. To know the satisfaction level of customer with the quality of verka beverages.
3. To know reason for preferring verka beverages than another by customers.
4. To know the satisfaction level of customers with availability of verka beverages.
Research methodology:
Research methodology is the way to systematically solve the research
problem .when we talk about research methodology we not only talk about research
methods but also talk about the logic behind the method we use in the context of our
research that‟s why out research result are capable of being evaluated either by the
researcher himself or by others.
The purpose of this section is to describe the methodology carried out
complete the work. The methodology plays a dominant role in any research work .The
effectiveness of any research work upon the correctness and effectiveness of the research
methodology.
Research design:
A research design is an arrangement of conditions for collection & analysis
of data in a manner that aims to combine relevance to the research purpose with the
economy in procedure .it constitutes the blueprint for collection, measurement &analysis
of data. I have used convenient, analytical and descriptive methods.
Research instruments:
Questionnaire is most common research instrument in collecting primary
data during marketing research .A questions presented to respondents. Because of its
flexibility, the questionnaire is by far the most common instrument used to collect
primary data.

Sampling technique:
In order to take the sample for the study sample technique selected is
random sampling technique.
Sample size:
100 customer of Ludhiana district
Data collection:
Primary data:
It done from the randomly selected people from the customer.
Secondary data:
It done from various books, journals, newspapers and various internet websites.

Chapter-4
Data analysis and interpretation
Q.4.1 Do you often purchase Milk beverage?
Response No. of respondents Percentage
Yes 98 98%
No 2 2%
Total 100 100%
Above table shows that more respondents often purchase milk beverages, very few of
respondents said they do not purchase milk beverages.
98%
2%
Yes
No

Q.4.2 Brands of beverages prefer mostly?
Brand of beverages preferred mostly
Option No. of respondents Percentage
Mother dairy 6 (Average) 6.11
Amul 22 (good) 22.44
Verka 70 (excellent) 71.45
Others 0 0
Total 98 100%
Above table shows that more respondents prefer verka beverages, another prefer amul
and few prefer mother diary, because verka is mostly available in Punjab.
6.11
22.44
71.45
0
0
10
20
30
40
50
60
70
80
Mother dairy Amul Verka Others

Q.4.3 Frequency of purchase verka beverages?
Frequency of purchases verka beverages
Option No. of respondents Percentage
Daily 70 71.44
Weekly 14 14.3
Twice in a week 10 10.2
Fortnightly 4 4.06
Total 98 100
Above table shows that mostly consumer use verka beverages daily and some use weekly
and others twice in a week or fortnightly.
71.44
14.3
10.2
4.06
0
10
20
30
40
50
60
70
80
Daily Weekly Twice in a
week
Fortnightly

Q.4.4 Consumer verka beverages?
Response No. of respondents Percentage
Yes 96 97.96
No 2 2.06
Total 100 100%
Above table shows that mostly consumer purchase verka beverages, very few said they
do not purchase verka beverage.
98%
2%
Yes
No

Q.4.4.B Preferred pack size?
Options No. of respondents Percentage
200ml 26 26
500ml 34 34
1 litre 40 40
Total 100 100
Above table shows that more respondents prefer one litre pack size and other 500ml and
few prefer 200 ml.
26
34
40
0
5
10
15
20
25
30
35
40
200ml 500ml 1 litre

Q.4.4.C Problem with verka beverages?
Quality problem 0 0
Supply problem 1 1.45
Price problem 0 0
Others 1 1.45
Satisfied 96 97.1
Above table shows that very few said there is supply problem and other problems in
verka beverages.
98%
0%
1%
0%
1%
Quality problem
Supply problem
Price problem
Others
Satisfied

Q.4.5 Satisfaction level with verka beverages?
Highly satisfied 26 26.53
Satisfied 58 59.18
Undecided 12 12.24
Dissatisfied 2 2.05
Highly dissatisfied 0 0
Total 98 100
Above table shows that some respondents are highly satisfied, many are satisfied, few are
dissatisfied and others are undecided.
26.53
59.18
12.24
2.05
0
0
10
20
30
40
50
60
Highly
satisfied
Satisfied Undecided Dissatisfied Highly
dissatisfied

Q.4.6 Customer retentive about verka beverages?
Yes 96 97.76
No 2 2.06
Total 98 100
Above able indicates that more respondents are retentive about verka beverages because
of its brand image and good quality.
98%
2%
Yes
No

4.7 Customer get verka beverages from?
Retailers 72 73.47
M.F. Store 20 20.41
From other sources 6 6.12
Total 98
Above table indicates that more retailers purchase verka beverages from retailers, another
from manufacturing stores and few from other sources.
73.47
20.41
6.12
0
10
20
30
40
50
60
70
80
Retailers M.F. Store From other sources

4.8 Preferred season from verka beverages?
Summer 40 40.81
Winter 2 2.06
Springs 2 2.06
All seasons 54 55.13
Total 98 100
Above that indicates that mostly peoples prefer verka beverages in summer and all
seasons. Very few said that they prefer verka beverage in winter.
40.81
2.06 2.06
55.13
0
10
20
30
40
50
60
Summer Winter Springs All seasons

4.9 Satisfaction with availability of verka beverages at the outlets or retailers?
Yes 96 97.96
No 2 2.06
Total 98 100
It is pertinent from above table that more people are satisfied with availability of verka
beverages, because verka beverages are almost easily available to customers.
98%
2%
Yes
No

4.10 Satisfaction with quality of beverages?
Yes 96 97.96%
No 2 2.06%
Total 98 100%
Above table shows that mostly people are satisfied with the quality of verka beverages,
very few they are not satisfied with the quality of verka beverages.
96
2
Yes
No

Most liked feature in verka beverages
Nutrients 22 22.44
Taste and flavor 52 53.06
Packing 6 6.12
Cost 2 2.06
Brand image 16 16.32
Total 98 100%
Above table shows mostly people liked taste and flavor, some liked nutrients, very few
like it for brand image, packing and cost of verka beverage.
22.44
53.06
6.12
2.06
16.32
0
10
20
30
40
50
60
Nutrients Taste and flavor Packing Cost Brand image

Q.4.12 Preference 4 different attributes of verka beverages?
Nutrients % Taste % Cost % Packing % Availability %
Excellent 24 24.5 50 51 12 12.3 2 2.1 14 14.5
Good 66 67.4 34 34.7 60 61.3 56 56.8 50 51
Average 8 8.1 14 14.3 26 26.4 40 41.1 34 34.5
Total 98 100 98 100 98 100 98 100 98 100
Above table shows that respondents like Nutrients, taste and cost of verka beverages.
Availability and packaging is good, but not excellent.
0
10
20
30
40
50
60
70
Nutrients Taste Cost Packing Availability
Excellent
Good
Average

Chapter-5
Findings of the study
1. 98%of respondents often purchase milk beverage and 2%do not purchase milk
beverage.
2. 71 .45%respondent prefer verka. 22.44%respondents prefer amul and rest 6. II
prefer mother dairy.
3. Out of 100, 71.44% respondents purchase verka beverage daily,14.3%respondents
purchase verka beverage weekly ,10.2% respondent verka beverage twice in a
week and 4.06%purchase verka beverage fortnightly.
4. Out of 100 respondents 97.96% consume verka beverage and 2.06%do not
purchase verka beverage.
5. Out of 100 respondents 26% respondents prefer 200 ml 34% prefer 500 ml and
40%prefer I liter.
6. Out of 100 respondents I.45%respondents said quality problem and 1.45% said
price problem and 97.1% satisfied.
7. Out of 100 respondents 26.53% are highly satisfied with verka beverages .59.18%
satisfied, 12.24% undecided and 2.05% are dissatisfied.
8. Out of 100 respondents, 97.96% respondents retentive about verka beverages and
2.06%respondents are not retentive about verka beverages.
9. Out of 100 respondents 73.47%respondents gets verka beverages from
retailers,20.41% respondents gets verka beverages other sources.
10. Out of 100 respondents 55.13%respondents prefer verka beverages in all seasons,
40.81 %in summer and 2.06%in winter and in springs.
11. Out of 100 respondents 97.96% respondents are satisfied with availability of verka
beverages at respondents and outlets and rest 2.06%are not satisfied.
12. Out of 100 respondents 97.96% are satisfied with quality of verka beverages and
rest 2.06%are not satisfied.

13. Out of 100 respondents 22.44% like verka beverages because of nutrients,
53.06%because of taste. 6.12%because of packing, 2.06%because of cost and
16.32% like because of brand image.
14. Out of 100 respondents 24.5% said nutrition is excellent, 67.4% said good and
8.1% said average.51% said taste is excellent, 34.7% said good and 14.3% said
Average.12.3% said cost is excellent, 61.3% is good and 26.4% is average. 2.1%
said packing is excellent, 56.8°/a said good and 41.1% is average.14.5% said
availability is excellent, 51% said good and 34.5 said average.

Suggestions
1. At some places it was found that demand is more but availability is not
satisfactory so quick and adequate supply must be insured.
2. There should be replacement of products if that product is damaged by company‟s
own fault. For instance passed expiry date or poor packaging.
3. Packing of verka beverages should be improved like cane can be used for packing
of cold coffee and milk which are earlier packed in bottle; it will attract the more
customers.
4. Time based feedback must be taken by the company from customers, so that
which problems are faced by the regarding verka beverages.
5. There should be home delivery of milk in some areas like P.A.U Ludhiana.

Limitation of the study
1. There is not a particular trend followed in this industry to promote sales. Actions
are taken according to the situation and the situation changes very fast in the
industry.
2. The number of shops is very large in the number and it is very difficult to cover all
of them.
3. No replacement of damaged and expired products.
4. No advertisement is there.

Conclusion
Beverages industry is very competitive industry and dominance of verka makes it tougher
for other brands to establish in the field. So in order to complete in this market everything
should be perfect with mm focus on distribution. The distribution must be proper and
retailer s must be the main centre of focus. They are the people who can make difference.
verka beverage mach with expectation of customers and they are fully satisfied with the
quality and availability of verka beverages .Customer purchase verka beverage because
of its good quality and price mostly peoples consume verka beverage daily. Customers
are retentive about verka beverages because of its good taste and nutrition. Customer
prefers verka beverages than another brand because its availability is good in Punjab. For
promotion of sales there should be more improvement in packing because it is good not
excellent and in scheme also. Advertisement is good so no need to more stress on it. Thus
we can say that verka provide healthy beverages to customers.

Appendix
Consumer survey form
Name of customer _______________________________________________
Address _______________________________________________
Tel. No. _______________________________________________
1) Do you often purchase Milk beverage?
Yes __________
No __________
2) Brands of beverages prefer mostly?
Mother dairy __________
Amul __________
Verka __________
Others __________
3) Frequency of purchase verka beverages?
Daily __________
Weekly __________
Twice in a week __________
Fortnightly __________
4) Consumer verka beverages?
Yes __________
No __________
5) Preferred pack size?
200ml ___________
500ml ___________
1 liter ___________

6) Problem with verka beverages?
Quality problem _________
Supply problem ___________
Price problem ____________
Others ______________
7) Satisfaction level with verka beverages?
Highly satisfied _____________
Satisfied _______________
Undecided _____________
Dissatisfied ____________
Highly dissatisfied ____________
8) Customer retentive about verka beverages?
Yes ___________
No ___________
9) Customer gets verka beverages from?
Retailers _____________
M.F. Store ___________
From other sources ___________
10) Preferred season from verka beverages?
Summer _____________
Winter ______________
Springs _____________
All seasons ___________
11) Satisfaction with availability of verka beverages at the outlets or retailers?
Yes _____________
No _____________
12) Satisfaction with quality of beverages?
Yes ____________
No _____________

13) Most liked feature in verka beverages?
Nutrients ____________
Taste and flavor _________
Packing _______________
Cost _______________
Brand Image _____________
14) Preference 4 different attributes of verka beverages?
Verka Other
Nutrient _____________ _____________
Taste _____________ _____________
Cost _____________ _____________
Packaging _____________ _____________
Availability _____________ _____________
15) Any suggestion _______________________________________________

2consumer buying pattern for verka beverage

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