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SUMMER TRAINING PROJECT REPORT (MBA-035) On CONSUMER PERCEPTION ABOUT PARAG PRODUCTS AT LUCKNOW CO-OPERATIVE MILK UNION LTD. LUCKNOW Submitted in partial fulfillment of Master of Business Administration Programme: (2009-011) Of Uttar Pradesh Technical University, Lucknow SUBMITTED BY ADITYA KUMAR MBA 3RD SEMESTER 0901470002

Sri Ram Murti Smarak College of Engineering & Technology, Bareilly FACULTY OF MANAGEMENT SCIENCE CERTIFICATE This is to certify that Mr. ADITYA KUMAR, a regular student of M.B.A. 2009 Batch has undergone Summer Training in LUCKNW COOPERATIVE MILK UNION LTD. On the topic of CONSUMER PERCEPTION ABOUT PARAG PRODUCTS for a period of 4 weeks commencing from 14-june-2010 to 15 -July-2010. This Summer Training Project Report embodies the facts a figure collected

and

interpreted

by

him

during

the

course

of

Training.

(Mrs. Priyanka Sharma) Faculty Guide (ANANT KUMAR SRIVASTAVA) (Dr. S.P. GUPTA) HOD - MBA DIRECTOR GENERAL

DECLARATION I here by declare that the project, which is being presented in this report, entitled CONSUMER PERCEPTION ABOUT PARAG PRODUCTSA STUDY WITH REFERENCE TO LUCKNOW MILK UNION, LUCKNOW is an authentic record of my Own work during the period of one month from 14-06-10 to 15-07-10 as a part of my MBA course of UPTU Lucknow. The information which is given by me in this report is exclusively for the concerned organization and the institute would not be submitted by me any where else.

ADITYA KUMAR MBA (III Semester) SRMSCET, Bareilly

ACKNOWLEDGEMENT I am extremely thankful to our Venerable H.O.D Mr. Anant Kumar Srivastava whose Encouragement, moral support provides the valuable guidance, which has been a source of Inspiration to us. I am also grateful to my project guide Mrs.Priyanka Sharma who helped me lot for completing my summer training project report. I would like to thank to all faculty members, my friends who helped me in my project of our institute SRMSCET, BAREILLY. I express my sincere gratitude to my industry guide Mr. Y.P. Sharma (Marketing Incharge) & Mr. Gaurav Singh (Sales Supervisor) of Lucknow Producers Co-op Milk Union Ltd. for his able guidance, continuous support and cooperation throughout my project without which the present work would not have been possible. I pay my sincere thanks to entire team of, Lucknow Producers' Co-op Milk Union Ltd, for the constant support and helping in the successful completion of my project.

(ADITYA KUMAR) MBA (MARKETING)

PREFACE In todays scenario, it is not possible that we get knowledge about the market without practical training. By the practical training a management student can understand the management working in the area of there specialization. Actually practical knowledge increases the knowledge of students in real field of market & also integrates the theoretical concepts with the practical working of the organization. Accepting the above factors the management programs of our institute (SRMSCET BAREILLY) has made practical training must for their management students. As a part of the partial fulfillment of the requirement of the course of masters of business administration (MBA), summer training was undertaken with LUCKNOW PRODUCERS CO-OPERATIVE MILK UNION LTD. at Lucknow city. The purpose of the training was to study about the Consumer Perception about Parag Products at Lucknow city only. The tools & techniques used in the study are standard & modified according to the report requirements. I used the primary and secondary data for collection of information. I had enjoyed my summer training from the very first day. I tried to come across all the initial steps related with my project in LUCKNOW PRODUCERS CO-OPERATIVE MILK UNION LTD.

TABLE OF CONTENTS

PART-1
CHAPTER- I PAGE NO. 1: INDUSTRIAL PROFILE 1.1: Dairy Industry .. 11 1.2: National Dairy Development Board (NDDB)... 17 1.2.1: Aims & Objectives of NDDB 20 1.3: Dairy Co operatives.. 21 1.4: Pradeshik Co-operative Dairy Federation (PCDF) Ltd. Profile... 23 1.4.1: Milk Co-operatives in Utter Pradesh.

25 1.4.2: Objectives of PCDF.. 27 CHAPTER- II 2: COMPANY PROFILE 2.1: About the company 28 2.1.1: Corporate overview... 30 2.2: Organizational Structure & Hierarchy... 31 2.2.1: Aims & objective of the organization 32 2.2.2: Details of functional department of the organization. 33 2.2.3: Welfare programmes in LMU 36 2.3: Products of the company... 37 2.3.1: Rate list of products 39 2.3.2: Present status of parag & its products. 42 2.3.3: How the industry works.. 46 2.4: SWOT Analysis. 47 2.4.1: Strategies in different stages of PLC of products 48

PART-2
CHAPTER- III 3: ABOUT THE PROJECT 3.1: Introduction of the project... 51 3.2: Research Objective ............................................. 52 3.2.1: Customer satisfaction... 53 3.3: Research Methodology..... 62 3.3.1: Significance of research................... 63 3.3.2: Research design & method of data collection... 64 CHAPTER- IV 4: DATA ANALYSIS 4.1: Data Analysis & Interpretation 67 4.2: Findings 81 4.3: Suggestions & Limitations... 82 4.4: Bibliography............................................................ 84 4.5: Annexure.. 85 4.5.1: Actvity-1....... 87

LIST OF TABLESS.NO. PARTICULAR PAGE NO. table no.1- The response of respondents about consumption 67 of Parag Products. table no. 2- The preference of respondents towards each Parag 68 products. TABLE NO. 3- The response of respondents towards switching 69 over to other brands if available at the same quality. Table no. 4- The response of respondents towards consumption 70 frequency of Parag product. TABLE NO. 5- The response of respondents towards worthiness of 71 Parag products. TABLE NO.6- The response of respondents towards facing problem 72 in availability of Parag product. TABLE NO. 7- The response of respondents wants more number of Parag 73 ATM to be set up in your location. TABLE NO. 8- The response of respondents towards price of Parag 74 products. TABLE NO. 9- The response of respondents towards quality of Parag 75 products. TABLE NO.10- The response of respondents towards taste of Parag 76 products. TABLE NO. 11- The response of respondents towards purity of Parag 77

products. TABLE NO. 12- The response of respondents towards packaging of 78 Parag products.

LIST OF FIGURESS.NO. PARTICULAR PAGE NO. figure no. 1- The response of respondents about consumption 67 of Parag Products. figure no. 2- The preference of respondents towards each Parag 68 products. figure no. 3- The response of respondents towards switching 69 over to other brands if available at the same quality. figure no. 4- The response of respondents towards consumption 70 frequency of Parag product. figure no. 5- The response of respondents towards worthiness of 71 Parag products. figure no. 6- The response of respondents towards facing problem 72 in availability of Parag product. figure no. 7- The response of respondents wants more number of 73 Parag ATM to be set up in your location. figure no. 8- The response of respondents towards price of Parag 74 products. figure no. 9- The response of respondents towards quality of Parag 75 products. figure no.10-The response of respondents towards taste of Parag 76

products. figure no.11-The response of respondents towards purity of Parag 77 products. figure no.12-The response of respondents towards packaging of 78 Parag products.

PART-1

CHAPTER-1 INDUSTRY PROFILE 1.1: DAIRY INDUSTRY PROFILE Today, India is 'The Oyster' of the global dairy industry. It offers opportunities galore to entrepreneurs worldwide, who wish to capitalize on one of the world's largest and fastest growing markets for milk and milk products. A bagful of 'pearls' awaits the international dairy processor in India. The Indian dairy industry is rapidly growing, trying to keep pace with the galloping progress around the world. As he expands his overseas operations to India many profitable options await him. He may transfer

technology, sign joint ventures or use India as a sourcing center for regional exports. The liberalization of the Indian economy beckons to MNC's and foreign investors alike. Indias dairy sector is expected to triple its production in the next 10 years in view of expanding potential for export to Europe and the West. Moreover with WTO regulations expected to come into force in coming years all the developed countries which are among big exporters today would have to withdraw the support and subsidy to their domestic milk products sector. Also India today is the lowest cost producer of per liter of milk in the world, at 28 cents, compared with the U.S' 62 cents, and Japans $2.8 dollars. Also to take advantage of this lowest cost of milk production and increasing production in the country multinational companies are planning to expand their activities here. Some of these milk producers have already obtained quality standard certificates from the authorities. This will help them in marketing their products in foreign countries in processed form. The urban market for milk products is expected to grow at an accelerated pace of around 36% per annum to around Rs.48, 500 crores by year 2009. This growth is going to come from the greater emphasis on the processed foods sector and also by increase in the conversion of milk into milk products. By 2009, the value of Indian dairy produce is expected to be Rs 12, 00,000 million. Presently the market is valued at around Rs 9, 00,000mn. BACKGROUND Indian dairy sector contributes the large share in agricultural gross domestic products. Presently there are around 75,000 village dairy cooperatives across the country. The co-operative societies are federated into 180 district milk producers unions, which is turn has 22-state cooperative dairy federation. Milk production gives employment to more than 82mn dairy farmers. In terms of total production, India is the leading producer of milk in the world followed by USA. The milk production in 2008-2009 is estimated at 104mn MT as compared to 99.5mn MT in the previous year. While world milk production declined by 3 per cent in the last three years, according to FAO estimates, Indian production has increased by 5 per cent. The milk production in India accounts for more than 19% of the total world output and 59% of total Asia's production. The top five milk-producing nations in the world are India, USA, Russia, Germany and France. Although milk production has grown at a fast pace during the last three decades (courtesy: Operation Flood), milk yield per animal is very low. The

main reasons for the low yield are: Lack of use of scientific practices in mulching. Inadequate availability of fodder in all seasons. Unavailability of veterinary health services. POTENTIAL FOR FURTHER GROWTH Of the three A's of marketing - Availability, Acceptability and Affordability, Indian dairy is already endowed with the first two. People in India love to drink milk. Hence no efforts are needed to make it acceptable. Its availability is not a limitation either, because of the ample scope for increasing milk production, given the prevailing low yields from dairy cattle. It leaves the third vital marketing factor affordability. How to make milk affordable for the large majority with limited purchasing power? That is essence of the challenge. One practical way is to pack milk in small quantities of 250 ml or less in polythene sachets. Already, the glass bottle for retailing milk has given way to single-use sachets, which are more economical. Another viable alternative is to sell small quantities of milk powder in mini-sachets, adequate for two cups of tea or coffee. EMERGING DAIRY MARKETS

Food service institutional market: It is growing at double the rate of consumer market. Defense market: An important growing market for quality products at reasonable prices. Ingredients market: A boom is forecast in the market of dairy products used as raw material in pharmaceutical and allied industries.

MAJOR PLAYERS The packaged milk segment is dominated by the dairy cooperatives. Gujarat Co-operative Milk Marketing Federation (GCMMF) is the largest player. All other local dairy cooperatives have their local brands (For e.g. Gokul, Warana in Maharashtra, Saras in Rajasthan, Verka in Punjab, Vijaya in Andhra Pradesh, Aavin in Tamil Nadu, etc). Other private players include J K Dairy, Heritage Foods, Indiana Dairy, etc. Amrut Industries, once a leading player in the sector has turned bankrupt and is facing liquidation.

EXPORET POTENTIAL India has the potential to become one of the leading players in milk and milk product exports. Lavational advantage: India is located amidst major milk deficit countries in Asia and Africa. Major Importers of milk and milk products are Bangladesh, China, Hong Kong, Singapore, Thailand, Malaysia, Philippines, Japan, UAE, Oman and other gulf countries, all located close to India. LOW COST OF PRODUCTION Milk production is scale insensitive and labor intensive. Due to low labor cost, cost of production of milk is significantly lower in India. QUALITY Significant investment has to be made in milk procurement, equipments, chilling and refrigeration facilities. Also, training has to be imparted to improve the quality to bring it up to international standards. PRODUCTIVITY To have an exportable surplus in the long-term and also to maintain cost competitiveness, it is imperative to improve productivity of Indian cattle. There is a vast market for the export of traditional milk products such as ghee, paneer, shrikhand, rasgolas and other ethnic sweets to the large number of Indians scattered all over the world.

FUTURE PROSPECTS India is the world's highest milk producer and all set to become the world's largest food factory. In celebration, Indian Dairy sector is now ready to invite NRIs and Foreign investors to find this country a place for the mammoth investment projects. Be it investors, researchers, entrepreneurs, or the merely curious Indian Dairy sector has something for everyone. Milk production is relatively efficient way of converting vegetable material into animal food. Dairy cows buffalos goats and sheep can eat fodder and crop by products, which are not eaten by humans. Yet the loss of nutrients energy and equipment required in milk handling inevitably make milk comparatively expensive food. Also if dairying is to play its part in rural

development policies, the price to milk producers has to be remunerative. In a situation of increased international prices, low availabilities of food aid and foreign exchange constraints, large-scale subsidization of milk conception will be difficult in the majority of developing countries.

The National Dairy Development Board has been constituted as a body corporate and declared an institution of national importance by an Act of India's Parliament. The National Dairy Development Board -- initially registered as a society under the Societies Act 1860 -- was merged with the erstwhile Indian Dairy Corporation, a company formed and registered under the Companies Act 1956, by an Act of India's Parliament - the NDDB Act 1987 (37 of 1987), with effect from 12 October, 1987. The new body corporate was declared an institution of national importance by the Act. 1.2.1: AIMS AND OBJECTIVES OF NDDB Dairy Development Programmed in State at raising the levels of income of their doors, as well as providing good quality milk and milk products to consumers, Particularly of the urban areas at a reasonable price. Dairying also Provide an effective supplement to agriculture, especially for the weaker sections of the society in the rural areas. Adequate provision has been made for technical and attendant services such as artificial insemination, animal health, fodder seeds and nutritive cattle food.

Evaluation of standard of quality of milk and milk product to be marketed by Federation. To provide encouragement incentive on production, Procurement, Processing and marketing activities of milk product for the economic development of farmer community.

To encourage market and R & D programmes.

To help member milk unions in technology administrative, financial assistance To encourage activities related to development and extension of dairy

industry to the economic development of milk producers and dairy industry.

To establish collection and refrigeration centers, liquid milk units and processing facilities for distribution and sale of items purchased from various sources.

1.3: DAIRY CO-OPERATIVES Dairy Cooperatives account for the major share of processed liquid milk marketed in the country. Milk is processed and marketed by 170 Milk Producers' Cooperative Unions, which federate into 15 State Cooperative Milk Marketing Federations. The Dairy Board's programmes and activities seek to strengthen the functioning of Dairy Cooperatives, as producer-owned and controlled organizations. NDDB supports the Development of dairy cooperatives by providing them financial assistance and technical Expertise, ensuring a better future for India's farmers. Over the years, brands created by cooperatives have become synonymous with quality and value. Brands like Amul (GCMMF), Vijaya (AP), Verka (Punjab), Saras (Rajasthan). Nandini (Karnataka), Milma (Kerala) and Gokul (Kolhapur) are among those that have earned customer confidence. Some of the major Dairy Cooperative Federations include:
Company Name :Pradeshik Cooperative Dairy Federation Ltd (Parag) Address :29 Park Road Level of Office :Head Office Phone No :(522) 2236465, 2236035 Industry :Food Processing/ Beverages City :Lucknow State :Uttar PradeshPin :226001 Company Type :Industry Best Total Turnover :1000-2500 Crs No. of Employees : 2501 -5000 Sector :Public Sector

1.4.2: OBJECTIVES OF PRADESHIK CO-OPERATIVE DAIRY FEDERATION LIMITED

Removing of the middlemen between the producer and consumers by the procurement of the milk directly by the producers directly through village co-operative society. To increase the production of milk from milking animals by providing input to the producers.

To arrange the supply of liquid milk in major cities of U.P.

CHAPTER-II COMPANY PROFILE 2.1: ABOUT THE COMPANY Name of the organization : Lucknow Producers Co-Operative Milk Union Limited Address of the organization: 22, Jopling Road, Lucknow Established : 1938 Registration : 23rd March 1938 Place of establishment : Initially at Charbagh, Shifted to Ganeshganj. Presently at 22, Jopling Road, Lucknow Founder : Rai Bhadur Gopal Lal Pandya Board of Directors : Mr. Gopal Pandya Mr. N.C.Chaturvedi Mr. Tej Shanker Mr. Pushkar Nath Bhatt Per day production of milk : Initially 6000 liters Location : Initially Charbagh, at Present -22, Jopling Road, Lucknow Area of Distribution : Initially- Bakshi ka Talab, Tewariganj, Gosainganj At present- Entire District Despite several setbacks and hurdles the co-operative has steadily progressed. Operation Flood-II, which was implemented in U.P in the year

1983-84, provided the much needed to the co-operative. For the past few years Lucknow Pradeshik Co-operative Dairy Federation has maintained its lead in area such as distribution, handling and revenue.

2.1.1:

CORPORATE MISSON

OVERVIEW

PCDFS mission is to become the strongest marketing organization by 2005.PCDFS come into existence in 23rd march 1938, with the simple intension of ensuring a fair return to the producers. Which was implemented in UP is the year 1983-1984 provided the much needed impetus to cooperation. The mission was to develop a product mix that would not only promote sustained growth but also help member union to develop adequate. VISION PARAG will continue to grow as an FMCG major, delighting national and International customers with quality products and services.

2.2: ORGANISATION STRUCTURE (LMU)-

Paneer White Butter Table Butter

Parag Ghee Parag skimmed milk powder Parag peda Parag Dahi Parag flavored milk Parag Mattha Parag kheer Parag khoya Parag besan laddoo

2.3.1: Lucknow Producers co-operative milk union limited In the following table the details of the products are given with their Weight and Rate. Rate List Agent Rate (Rs. /-) 137.50 29.00 14.50 23.20 Consumer Rate (Rs. /-) 140.00 30.00 15.00 24.00

S. No. Name of Parag Products Pack Size 1 2 3 4 Parag Gold Parag Gold Parag Gold Parag taza 5 Liter 1 Liter 500 Ml 1 Liter

5 6 7

Parag Taza Parag Taza Parag Lite

500 ml 200 ml 500 ml

11.60 4.30 7.50

12.00 4.50 8.00

8 9 10 11 12

Parag Lite

200 ml

3.30 120.95 51.43 240.00 4.50

3.50 127.00 54.00 252.00 4.90

Parag Ghee sheeka pack 500 ml pARAG gHEE SHEEKA 200ml PACK pARAG gHEE SHEEKA 1 Liter PACK parag butter parag Butter 20 gm

13

50 gm

12.00

13.00

14 15 16 17

parag butter Parag butter parag pera parag meetha dahi

100 gm 500 gm 250 gm 100 ml

23.25 115.50 37.00 5.50

25.00 120.00 40.00 6.50

18 19 20 21 22 23 24 25 26 27 28 29 30

parag meetha dahi parag sada dahi parag softey icecream Parag flAvoured milk parag rice kheer parag chena kheer parag chanch parag smaret milk parag ghee tin pack parag rusgulla parag gulab jamun parag gulab jamun parag besen laddoo

200 ml 200 ml

11.00 10.00

12.00 11.00 10.00

200 ml 100 ml 100 ml 500 ml 200 ml 15 kg 1 kg 500 gm 200 gm 250 gm

12.00 6.50 11.00 5.40 3.80

13.00 7.00 12.00 6.00 4.00 4000.00

120.00 65.00 26.00 37.00

130.00 70.00 28.00 40.00

2.3.2: PRESENT status of parag and its Products Today the working capital of this milk union is more than 4 lakhs liter per day as compared to 320 liter per day at the beginning. It is expected than in the coming 4-5 years the plan will develop the capacity or producing 8 lakhs liters or more milk per day. In present time stall of company Parag goes on peak and better in the market then other brands of milk. Quality and purity of PARAG products is better. Demand of PARAG products is more in the market. Parag and its products are leader in the present market than other brands like Gyan & Gokul. Place of Dairy industry economy The dairy industry of now rank second in the world and milk products contribute about Rs. 8,987 million to the National income India in the current decade rank found in the world in the matter of milk production will about 72.7 million tones (2005-2006) and 75 million tones (2008-2009). The milk production in five years plan is targeted to 90 million tones.

Industrial marketing mix The term mix has been applied to the activity of combining marketing methods of achieve of combining marketing methods of achieve profitable exploration of the market. A satisfactory marketing is mix depended upon the establishment or the markets need. The establishment or ones objectives and preparation of a strategic marketing plan which is corporate the various appropriate methods or reaching these objectives.

Following are some typical ingredients of the marketing mix: Product quality Product pricing Product development Product range Sales range Sales aids Sales promotion After sales service Advertising Market research Stock level Unit of sales Distribution arrangements Credit Cash discount Packaging Sampling Public Relations MARKET PENETRATION Might consider whether its major brand can achieve deeper market penetration marketing more sales to present customer without changing products in any way. So to increase the sales, the company might cut prices, increase advertising, get its products into more stores, or obtain better store displays and point of purchase merchandising from its retailers. Basically the management should like to increase usage by current customers of other brands to theirs.

Introduction of marketing divisions The marketing Management of Pradeshik Co-operative Dairy Federation Ltd. has been divided into parts: Liquid milk marketing Milk product marketing MILK PRODUCT MARKETING The project marketing division is handling the marketing of butter ghee and dairy whitener. A part of this, there is creation indigenous products being marketed directly by: Milk butter in 20 mg. Pack Table butter in 20 mg. Pack Pannier 100 gm. Polypack, 500 gm. Polypack. Research and product development Market research for identification of future consumers needs conceptualization of future product needs. To develop prototypes of new products established market acceptance, demand & study their feasibility and economics for commercial production. Formulation of pre-lunch and post-lunch advertising and strategies for new product for establishing a state demand of product. Regular market survey for existing milk products. The review the existing milk and product on the basis of consumer response and to suggest the remedial measures. The P.C.D.F. also has System development and Packing materials DEVELOPMENT cell along the above cell betterment future of its products.

2.3.3: HOW the Industry WORKS The given points show PARAG industry bring normal milk, how by

testing them and take other steps and at last packing of the milk take place. Firstly they collect milk from the villages nearby. Loading of the milk in the tanker of the factory.

Then we pasteurize the milk with the help boiler house and Refrigeration house.

In the lab we test that whether milk has been Pasteurize or if it not then sends back for Pasteurization or not if it not then sends back for Pasteurization again. After testing pasteurization of the milk then test Bacterias are present in the milk or not. If Bacteria are not present in the milk has been send for packing and from there packets of the milk come out. 2.4: SWOT ANALYSIS OF INDIAN DAIRY STRENGTH The major strength of the traditional dairy products sector is the mass appeal enjoyed by the wide variety of products. The market for these products far exceeds that for western dairy products like milk powder, table butter and cheese. Their operating margins are also much higher than the western dairy products. The increasing demand for these products presents a great opportunity for the organized dairies in the country to modernize and scale up the production. WEAKNESS The major weakness of this sector is the practice of inadequate hygiene in the preparation and handling of these products and their relatively short shelf life. The preparation and marketing of these products is generally done by hallways, and that limits development in the sector. OPPORTUNITY The expanding business prospects provided by these products and their accompanying value-addition, call for a through study of this sector. If would facilitate and increase in the production and marketing of hygienically

prepared and properly packed products to meet the demand of a growing population as has been demonstrated at the NDBSs Sugam Dairy. THREATS

Milk vendors, the un-organized sector: Today milk vendors are occupying the pride of place in the industry. Organized dissemination of information about the harm that they are doing to producers and consumers should see a steady decline in their importance. 2.4.1: STRATEGIES in different stages of PLC of Products

Introduction STAGE Rapid Skimming : most of market unaware of product. When award consumer are ready to pay high price. There is the threat of competition coming quickly. Slow Skimming :

Most of the markets are aware of the product.

Market is limited.

When there is threat of competition.

Growth Stage Improve product quality, styling, add new features.

Enter new market segment. Improve distribution coverage.

Reduce price to attract price sensitive buyers.

PART-2

CHAPTER-III PROJECT 3.1: INTRODUCTION OF PROJECT Project is related to conduct a customer satisfaction survey to get knowledge about the customers satisfaction level, their loyalty toward PARAG, market position of PARAG and customers suggestion related to PARAG products that helps to provide competitive advantage to the company against the competitors. SCOPE OF THE PROJECT To keep things in mind that as the ever-changing competitive business environment. New thought and idea should pour into it, research & development to innovate its existing products, which should be beyond competitors comprehension. This study enables the user with answer to formulate an effective marketing mix strategy with a broader prospective to tap areas where it did not feel the earlier, hence the decision of whether to penetrate this section or not can be found out at the end of the data analysis.It also gives ideas of the potential of our business in the future & the fluctuation in price from time to time & from product to product.Special reference is made to the improvement of product in term of packaging, product innovation and advertisement that help to give competitive advantage against competitors.

3.2: OBJECTIVES OF THE PROJECT The market research was done with primary objective of studying the role of Parag in providing Parag products to the consumer easily and according to their taste. Major objectives of my survey were; To know the consumer perception about the Parag products and know the positive & negative aspects of organization. To know what is the image of the organization in the market. To determine the appropriate delivery time of the Parag milk product. To know awareness of consumer about Parag products. To find satisfaction level of consumer with Parag products.

3.2.2: CUSTOMER SATISFACTION Customer satisfaction, a business term, is a measure of how products and services supplied by a company meet or surpass customer expectation. It is seen as a key performance indicator within business and is part of the four perspectives of a Balanced Scorecard.In a competitive marketplace where businesses compete for customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy. MEASURING CUSTOMER SATISFACTION Organizations are increasingly interested in retaining existing customers while targeting non-customers; measuring customer satisfaction provides an indication of how successful the organization is at providing products and/or services to the marketplace. Customer satisfaction is an ambiguous and abstract concept and the actual

manifestation of the state of satisfaction will vary from person to person and product/service to product/service. The state of satisfaction depends on a number of both psychological and physical variables which correlate with satisfaction behaviors such as return and recommend rate. The level of satisfaction can also vary depending on other options the customer may have and other products against which the customer can compare the Organizations products. Because satisfaction is basically a psychological state, care should be taken in the effort of quantitative measurement, although a large quantity of Research in this area has recently been developed. Work done by Berry, between 2005 and 2006 defined ten 'Quality Values' which influence satisfaction behavior, further expanded by Berry in 2007 and known as the ten domains of satisfaction. These ten domains of satisfaction include: Quality, Value, Timeliness, Efficiency, Ease of Access, Environment, Interdepartmental Teamwork, Front line Service Behaviors, Commitment to the Customer and Innovation. These factors are emphasized for continuous improvement and organizational change measurement and are most often utilized to develop the architecture for satisfaction measurement as an integrated model. Work done by Parasuraman, Zeithaml and Berry between 2007 and 2008 provides the basis for the measurement of customer satisfaction with a service by using the gap between the customer's expectation of performance and their perceived experience of performance. This provides the measurer with a satisfaction "gap" which is objective and quantitative in nature. CUSTOMER LOYALTY BUSINESS MODEL The loyalty business model is a business model used in strategic management in which company resources are employed so as to increase the loyalty of customers and other stakeholders in the expectation that corporate objectives will be met or surpassed. A typical example of this type of model is: quality of product or service leads to customer satisfaction, which leads to customer loyalty, which leads to profitability. No. of consumers Figure no.2- The preference Percentage (%)

of respondent s towards each Parag products. Interpreta tionThe above table shows that 52% consumers are consuming Flavored milk, 50% Consumers are consuming Mattha, 32% Sweet Curd, 14% consumers are consuming Milk cake, 6% Ice cream and 8% Paneer. 3. If other brands are available at the same quality, would you like to switch over

to other brand? descriptio n:-i want to know consumers preference if other brand are available at the same quality. TABLE NO. 3- The response of respondent s towards switching over to other brands if available at the same quality. Think Yes No. 32 68 32 68

Figure no. 4- The response of respondents about Parag product consumption. Interpretation-The above table shows that 60%, 20%, 8% Flavored milk, 20%, 38%, 42%Mettha, 0%, 67%, 33%Paneer, 22%, 68%, 10% Sweet curd consumer use

Daily, weekly, monthly respectively. 5. Do you think that Parag products are worth the money paid by you? description:-i want to know that how many consumers think that Parag products are worth the money paid by them. TABLE NO. 5- The response of respondents towards worthiness of Parag products. Think Yes No. No. of consumers 84 16 Percentage (%) 84 16

FIGURE NO. 6- The response of respondents towards facing problem in availability of Parag product. InterpretationAbove table shows that 88% consumers want more number of booths set up in their location & 12% have no effect. 7. Do you want more number of Parag ATM to be set up in your location? description:-i want to know how many consumers want more number of Parag ATM to be set up in your location. TABLE NO. 7- The response of respondents wants more number of Parag ATM to be set up in your location. Think Yes No. Consumers 88 12 Percentage (%) 88 12

FIGure no. 8- The response of respondents towards price of Parag products. InterpretationAbove table shows that mostly 60% consumers are satisfied with price of Parag products 40% are dissatisfied.

9. Are you satisfied with the quality of Parag products? dEscriPTIon:-i want to know the satisfaction level of consumers with the quality of Parag products. TABLE NO. 9- The response of respondents towards quality of Parag products. Think Yes No. Consumers 92 08 Percentage (%) 92 08

FIGURE NO. 10- The response of respondents towards taste of Parag products. InterpretationAbove table shows that 64% consumers are satisfied with taste of Parag products and only 36% are dissatisfied.

11. Are you satisfied with the purity of Parag products? dEscriPTIon:-i want to know the satisfaction level of consumers with the purity of Parag products. TABLE NO. 11- The response of respondents towards purity of Parag products.

Think Yes No.

Consumers 92 08

Percentage(%) 92 08

FIGURE NO. 12- The response of respondents towards packaging of Parag products. InterpretationAbove table shows that 76% consumers are satisfied with packaging of Parag products and only 24% are dissatisfied. 4.2: FINDINGS By the help of analysis & interpretation of the data we come to some findings, these findings are as follows. Parag has good market position in the regional market. It holds 52% of market Share. This shows the loyalty of customers towards the Parag.

Most of the customers are satisfied with the quality & availability of Parag products. Increasing price of Parag milk & other products are the big challenge for the Parag, because these products are available in the market at the comparatively lower price. Customers want to make the availability of the Parag products nearer to their home. Establishment of Parag milk ATM gives the Parag a competitive advantage and enhance the availability among the customers. 40% of customers are not satisfied with the price of the Parag products. They suggest the reduction in the price of Parag products. Some customers want to improve the packaging of the Parag products.

Mostly consumers are satisfied with quality of the Parag products.

4.3: LIMITATIONS

Some of the respondents were not cooperative. Some respondents were hesitating to give the details. Biasness is another limitation that the scope of the survey. The reliability and scope of survey greatly relies on the cooperation of the respondents. This study is restricted only to the Indira Nagar, so the results may not be applicable to other areas. This study is based on the prevailing customers. But the customers perception may change according to time, fashion, technology, development, etc. Information provided by the customers may not be accurate. They may hide some of the information at the time of filling up the questionnaires. Due to illiteracy of some respondents, specific information could not be recovered. SUGGESTIONS & RECOMMENDATIONS

More milk ATM should be established to enhance the availability of Parag milk. Make the customers aware about the Parag products through different mode of advertisement. There should be no leakage in the liquid milk & if the exists than these packets should be replaced. Packing of the liquid milk should be reusable that helps to reduce the price of the products. On line information about the Parag products & trading should be facilitate by the company. There should be regular visit for getting the customer feedback about the Parag products. This helps to know the changing demand of the customers.

For fulfilling the increasing demand of milk the company should try to increase the production.

4.4: BIBLIOGRAPHY BOOKS:

Research Methodology C. R. Kothari,2nd revised addition Principles of Marketing Philip Kotler,13th addition

OTHER SOURCES :

India Today Business World Annual report of Parag . . . .

4.5: ANNEXURE Questionnaire-

This questionnaire has been designed for a survey on A STUDY OF CONSUMER PERCEPTION ABOUT PARAG PRODUCTS IN LMU, LUCKNOW.Your inputs will be crucial in making final study. Please take a couple of minute in completing this brief questionnaire. This is confidential & jest for purpose of study. So please provide true inputs. A. Full Name: _________________________ B. Address: ______________________________________________________ C. Contact NO.:________________ Mob: _________________ D. Gender: Male Female E. Occupation: Student Service Job Retired Business Unemployed 1. Do you consume Parag products? No

2. Which of the Parag product do you consume? Flavored milk Sweet curd Mattha Ice cream

yes yes

yes yes Yes Yes Yes Yes Yes

Analysis: It is clear from the chart that 54% people give preference to parag. 30% people of the sample buy Amul milk. 12% people are taking deva milk. 4% people are using Fresh milk.

Which time of the day do you purchase the milk?

It is clear from the graph THAT: 63% Consumer are buying one liter milk. 31% Consumers are buying 0.5 liter milk.

6% Consumer are buying 0.25 Liter milk.

THANK YOU