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By : Mayank PatelSubject : S.I.P
Class : MBA (Marketing Management)Roll number : 16
Presantation on Dahi consumption survey
Introduction Milk Milk is a nutritious liquid that is secreted by mammals and used to
feed their young, and as food by human beings. As an example, farmers keep herds of dairy cows, sheep, and goats for the spurpse of collecting milk.
Milk industry India has now become one of the largest producers of milk and value-
added milk products in the world. 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 co-operatives milk chilling centres operate in the State. With the increase in milk production. Maharashtra now regularly exports milk to neighbouring states. `
Mother Dariy Milk IndustryGujarat Cooperative Milk Marketing Federation Ltd.
(GCMMF), is India's largest food product marketing organization. Its daily milk procurement is approx 30 lakh lit per day from village milk cooperative societies, 17 member unions covering 31 districts, and 3.37 million milk producer members.
Mother dairy development is a three-tiered structure with the dairy cooperative societies at the village level federated under a milk union at the district level and a federation of member unions at the state level.
GCMMFThe GCMMF is the largest food products marketing
organisation of India. It is the apex organisation of the dairy cooperatives of Gujarat. It is the exclusive marketing organisation for products under the brand name of Amul and Sagar. Over the last five and a half decades, dairy cooperatives in Gujarat have created an economic network that links more than 3.1 million village milk products with millions of consumers in India] Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF), is India's largest food product marketing organisation with annual turnover (2014-15) US$ 3.4 billion. Its daily milk procurement is approx 14.85 million lit per day from 18,536 village milk cooperative societies, 17 member unions covering 31 districts, and 3.37 million milk producer members. More than 70% of the members are small or marginal farmers and landless labourers including a sizeable population of tribal folk and people belonging to the scheduled
Amul Dairy
It is the Apex organisation of the Dairy Cooperatives of Gujarat, popularly known as 'AMUL',which aims to provide remunerative returns to the farmers and also serve the interest of consumers by providing quality products which are good value for money. Its success has not only been emulated in India but serves as a model for rest of the World. It is exclusive marketing organisation of 'Amul' and 'Sagar' branded products. It operates through 56 Sales Offices and has a dealer network of 10000 dealers and 10 lakh retailers, one of the largest such networks in India. Its product range comprises milk, milk powder, health beverages,ghee,butter,cheese,Pizzacheese,Icecream, Paneer, chocolates, and traditional Indian sweets, etc.
Mother dairy
Mother dairy, manufactures, markets & sells milk and milk products including cultured
products, ice creams, paneer and ghee under the Mother Dairy brand. The Company also
has a diversified portfolio with products in edible oils, fruits & vegetables, frozen
vegetables, processed food like fruit juices, jams, pickles etc.
a wholly owned subsidiary of the National Dairy Development Board (NDDB) of India.
Products:-
Fruit pulp and concentratesLiquid Milk.Ice CreamsFlavored MilkDahiLassiMishti DahiGheeWhite ButterTable ButterUHT Milk
Vision :- Provide quality food and beverages to consumers at affordable prices while ensuring fair returns to the producers.
. Mission:- Mother Dairy’s heritage is intrinsically linked to the cooperative movement in India. With determination & pride we will continue to serve our farmers, rural India & our consumers. Our values reflect who we are & what we firmly believe in.
Dahi
Dahi is a major dairy product in india and staple part of the diet.it can be consumed
In differ ways according to regional and consumer prefrences
Dahi industry Dahi is consumed by most Indians after their meal. It is generally
accepted to cool the body in tropical climates, to counter the generally spicy cuisine of India and is nutritious. Dahi powder is a high nutrition product having long shelf life. This is a novel technology that makes use of powder to make dahi(curd) instantly. Even though powder is used, the taste and texture of curd is preserved. A great product for the health conscious. It is a fat-free product.
Mother dairy dahi
Absolute delicious with a rich and creamy texture, mother dairy dahi is uniformly thick consistent and natural, without the use of any preservatives. Mother dairy dahi is made Frome pasteurized standardized milk which contains 4.5% milk fat and 10% milk snf.Not only does it test great, it also aids digestion by maintaining balanced microflora inThe intestine and suppressing the growth of undesirable pathogenic bacteria.
Types of Dahi Plain DahiMasti DahiProbiotic DahiFlavoyo yoghurt(Dahi)
It has been reported that the method for the preparation of dahi varies from one place to another in terms of heat treatment given to milk, type and quality of milk seed, strains of different streptococci and lactobacilli used as starter culture in preparation and other processing techniques
Cow milk
↓Boiled and cooled to room temperature
↓ ← added previous day dahi as starter.Fermentation (20-35 °C, 10-12 hours)
↓Dahi
Plain Dahi
Product DescriptionMother Dairy Set Curd is a delicious, creamy and well set curd
which gives you the taste of Homemade curd without the hassles of setting curd at home. Our curd is prepared using the best quality standards making it hygienic.
Shelf Life: 7 daysPack sizes : 85g, 200g, 400g, 2kg, 5kg
Masti Dahi
Product Details Product Name-Amul Masti Dahi Description-Curd made from Pasteurised Toned MilkPoly Pack - 200 gm, 400 gm, 1 kg Packing-PPCup-200gm,400gm,100gm
Probiotic Dahi
Packsizes-:90g,200gand400gStorage:UnderRefrigeration(below80C)
ShelfLife:15daysINGREDIENTS: Pasteurised Double Toned Milk, Inulin and Lactic culture with Probiotics.
Flaavyo Yoghurt
Product Details Product Name - Amul Flaavyo Yoghurt Description -Flavoured Probiotic Yoghurt Packing -100 g Cup Available in (Segments/Markets) Available in Gujarat and Maharashtra
OBJECTIVES OF THE STUDY
To study the consumption pattern of dahi in ahmedabad.To the compare of AMUL DAHI WITH LOOSE DAHI or
HOME MADE DAHI.To find out important factors which effect consumption of
Amul dahi in ahmedabad.
Need for the study
Research in ahmedabad city on dahi consumption survey is a survey for the purpose of decreasing sales of Amul Dahi for the year 2013to2015
.The survey was conducted to know the reason behind it.
SWOT Analysis StrengthLow priceGood brand imageWeakness No replacementNo separate delivery unitOpportunityProduct offering: -Can offer wide variety of Dahi under the umbrella
of Amul Masti Dahi.Existing market is not fully tapped & the company can increase
presence by penetrating further.ThreatThere is no any brand loyalty in the curd market and the consumer
can change their brand.
Research methodology
Type of research designExploratory research:- Secondary data-externalPublish data :Publish to collect a data interview to
personally meet customer to collection data Qualitative research : in depth interviewConclusive ResearchDescriptive research- Data collection method- survey
Personal interview
Data collective tool –questionnaire
Sample design: Target population – All consumtion who have purchasing
dahi Sampling element – the customer using amul dahi Sampling unit – Dahi product Sampling frame- the customer using amul dahi Sample size – 450
Sample scale-S=10-1/6=9/6=1.5N=z2s2/
e2
s=1.5 z=1.96
n=(1.96)2*(1.5)2/(0.138592)2=450.48
Extent – Ahmedabad city Time – 21 may 2015 to 2 July 2015Sampling technique-nominalSoftware for data analysis – ms excel & SPSS, MS OfficeData analysis technique –frequency, chi-square, Anova ,
T-test
1) which dahi are you using?
frequency
Amul masti dahi 201
Amul lite dahi 55
Other dahi 6
Loose dahi 35
Home made dahi 153
45%
12%
1%
8%
34%
Chart Title
Amul Masti Dahi (Only go to Que.7 to 13)Amul Lite Dahi (Only go to Que.7 to 13)Other Dahi ,PL Specify____________________Loose Dahi (Only go to Que.14 to 18)Home made Dahi (Only go to Que.19 to 22)
From the above graph it is clear that 45% of the major consumers consume Amul Masti Dahi, 12% consumes Amul Lite Dahi, 1% consumes other dahi such as 34% home made or other, 8% consumes loose dahi.
\
2) why are you using amul dahi?
Reason of using amul dahi Frequency
Taste 198
Hygine and
Texture36
Easeof
Availability20
Price 6
76%
14%8% 2%
Chart Title
TasteHygine and Tex-tureEase of AvailabilityPrice
This result showing 76% consumes dahi because of its taste, 14% consume dahi for hygine and texture,8% consume for ease of availability and remaining 2% consume because of its price.
Frequency
Easeof
availability14
Price-Cheaper
thanAmul
Dahi
12
Quality better
thanAmul
Dahi
10
PricePoint
Pack of Rs. 5
and 10
2
3) why are you using loose dahi?
37%
32%
26%
5%
Chart Title
Ease of availabilityPrice-Cheaper than Amul DahiQuality better than Amul DahiPrice Point Pack of Rs. 5 and 10
This result showing 37% consumes loose dahi because of Ease of availability, 32% consume loose dahi for price-cheaper than amul dahi 26% consume for quality better than amul and remaining 5 % consume because of its price point pack of rs.5 and 10.
4) why are you using homemade dahi?
Frequency
Due to the
perception that
homemade dahi
is good compare
to market dahi.
64
Home made
Dahi is cheaper
than other Dahi
available in
market
80
Earlier using
Amul Dahi But
started making
at home
5
Earlier using
Other Dahi But
started making
at home
2
42%
53%
3% 1%
Chart TitleDue to the perception that homemade dahi is good compare to market dahi.
Home made Dahi is cheaper than other Dahi available in market
Earlier using Amul Dahi But started making at home
Earlier using Other Dahi But started making at home
This result showing 53% people think that home made dahi is cheaper than other dahi available in the market, 43% think that home made dahi is good compare to market dahi, 3% are that consumers that were using amul dahi but.started making at home.
5) which milk are you using for making homemade dahi?
Frequency
Amul 103
Uttam 4
Gaytri 15
Loose 2
Gamdi Wala 24
Other 4
68%3%
10%
1% 16%
3%
Chart Title
AmulUttamGaytriLooseGamdi WalaOther
This result showing 68% consume Amul Milk, 2% consumes Uttam milk,10% consumes Gayatri milk, 16% consumes gamdi wala , 1% consumes loose milk and remaining consumesother milk.
Which_Dahi_are_you_using
Sum of
Squares
df Mean Square F Sig.
Between Groups 30.135 4 7.534 2.319 .056
Within Groups 1445.963 445 3.249
Total 1476.098 449
ANNOVA
Null Hypothesis H0:- There is no difference in which dahi using and among family members
Alternative Hypothesis H1:- There is difference in. which dahi using and among family members
Interpretation:My research shows that from above table p value is 0.056 which is < 0.10 so we reject H0 and accept H1 and conclude that there is significance difference between which dahi using and among family members
*p = 0.10
Amul
Masti
Dahi
Amul
Lite
Dahi
Other
Dahi
Loos
e
Dahi
Hom
e
mad
e
Dahi
Rs. 3,000 to Rs. 10,000 18 1 1 5 12
Rs. 11,000 to Rs. 25,000 78 23 2 13 67
Rs. 26,000 to Rs. 40,000 66 20 0 11 55
Rs. 40,000 to Rs. 50,000 21 7 3 3 7
Rs. 50,000 and Above 18 4 0 3 12
Chi-square
H2:-There is significant relation between average monthly income of the family and which dahi using
Chi-Square Tests
Value Df Asymp. Sig.
(2-sided)
Pearson Chi-Square 24.565a 16 .078
Likelihood Ratio 22.929 16 .116
Linear-by-Linear
Association
1.390 1 .238
N of Valid Cases 450 *p = 0.10
Interpretation: since we can see that the significance value is.078. Thus, we can say that there is a significant relationship between average monthly income of the family and which dahi using
H3:- There is significant relation between how often purchasing dahi and how Often consuming dahi.
Daily Alternate
day
Once in
week
twice in
week
111 22 16 1
Daily 115 1 0 0
Alternate
Day
6 83 4 0
Once in
week
2 1 75 3
Twice in
week
1 2 0 6
235 109 95 10
Chi-Square Tests
Value Df Asymp. Sig. (2-
sided)
Pearson Chi-Square 772.651a 16 .000
Likelihood Ratio 594.709 16 .000
Linear-by-Linear Association 206.659 1 .000
N of Valid Cases 450
Interpretation:- since we can see that the significance value is .000. we can say that there is a significant Relationship between how often purchasing dahi and how Often consuming dahi.
H4:- There is significant relation between since how long using amul dahi and what is purpose of buying dahi.
Butter
Milk
Shrikhand Raiyata Other specify
1 Year 3 0 0 6
2 Year 21 0 2 26
Since
Year
33 2 11 151
Recent
Price
Decrease
0 0 0 3
Chi-Square Tests
Value Df Asymp. Sig.
(2-sided)
Pearson Chi-Square 481.514a 20 .000
Likelihood Ratio 630.366 20 .000
Linear-by-Linear
Association
330.805 1 .000
N of Valid Cases 449
*p = 0.10
Interpretation:- since we can see that the significance value is .000. we can say that here is a significant Relationship between since how long using amul dahi and what ispurpose of buying dahi.
T test
Null Hypothesis:- The packing of amul dahi here is not preferred for using purpose.
Alternative Hypothesis The packing of amul dahi here is preferred for using purpose
Independent Samples Test
Levene's Test for
Equality of
Variances
t-test for Equality of Means
F Sig. t Df Sig. (2-tailed) Mean
Difference
Std. Error
Difference
95% Confidence
Interval of the
Difference
Lower Upper
Equal
variances
assumed
1.169 0.284 -1.052 57 0.297 -0.307 0.2918 -0.891 0.277
Equal
variances not
assumed
-0.611 1.022 0.649 -0.307 0.5028 -6.374 5.76
Interpretation:-Here having the value of all the factors of purpose of financial planning is 0.277which is >0.05, it indicates that respondents considered all the factors as not preferred for using purpose.
Findings During my Summer Internship Project I found out survey is a very
useful process to know the market about which type of product consumers are buying/consuming .It is a very important to know the consumer choice and preference.
I found in my survey data 45% of the major consumers consume Amul Masti Dahi, 12% consumes Amul Lite Dahi, 1% consumes other dahi such as 34% home made or other, 8% consumes loose dahi.
Most of the respondents in my survey data 39%daily purchase dahi. It is clear that 31% customer alternate day purchase. 27% consume dahi once in a week, and the remaining 3% twice in week
This result showing 53% of the of the overall costumers consumes Dahi daily, 24% consumes every alternate day, 21% of the total customers consumes dahi once in a week and the remaining 3% customers consumes twice in a week.
Customer of Amul 82% of the total customers are using pouch and the remaining 18% are using Amul cup.
58% of the people consume 200gms of dahi dahi pack 27% consume 100 gms, 14% consume 400 gms and only 1% consume 1kg amul dahi pack
I found that 76% consumes amul dahi because of its taste, 14% consume dahi for hygine and texture, 8% consume for ease of availability and remaining 2% consume because of its price.
In my survey data 90% consumes dahi of local dairy, 5% consumes of mahalaxmi dairy, 5% consumes of jain dairy.
In the research I found that most respondents were using 37% consumes loose dahi because of Ease of availability, 32% consume loose dahi for price-cheaper than amul dahi 26% consume for quality better than amul and remaining5 % consume because of its price point pack of rs.5 and 10.
53% people think that home made dahi is cheaper than other dahi available in the market, 43% think that home made dahi is good compare to market dahi, 3% are that consumers that were using amul dahi but started making at homemade
In result 68%consume Amul Milk, 2% consumes Uttam milk, 10% consumes Gayatri milk, 16% consumes gamdi wala , 1% consumes loose milk and remaining consumes other milk using for making homemade dahi
Most people are using home made dahi for making butter milk. In findings the significance level is .056 which can be said as
5.2%.So the found significance level is more than 5%, we will accept Null Hypothesis
In my research I have found that there is a significant relationship between average monthly income of the family and which dahi using
The analysis also shows that there is significant relation between how often purchasing dahi and how often consuming Dahi.
In findings, there is significant relation between since how long using amul dahi and what is purpose of buying Dahi
CONCLUSION:-
As per survey conducted, my observation are around 45% of the people consume Amul Masti Dahi due to its test and I even observed that maximum people purchase Amul Masti Dahi from local Vendor other 34%consume Home Made Dahi because they think it’s pure and without
any mixtures but in Home Made Dahi maximum people use milk of Amul remaining 8% people use loose Dahi because they find it has cheap or quality better than Amul.
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