1

SUMMER TRAINING REPORT ON A

STUDY ON THE CONSUMER
AWARENESS OF COUNTRY DELIGHT

Submitted in the partial fulfillment of the requirement of award of degree for the

Bachelor of Business Administration

MAHARSHI DAYANAND UNIVERSITY, ROHTAK

SESSION: 2021-2024

SUBMITTED TO: SUBMITTED BY:

MRS. SHREETY CHAKRABORTY PANKAJ KUMAR YADAV

(HOD MANAGEMENT DEPARTMENT) ROLL NO. 5113189

Faridabad College Of Engineering

And Management
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DECLARATION

I Pankaj kumar yadav, student of BBA (Bachelor of Business Administration) of

Faridabad College Of Engineering And Management, Faridabad. Hereby declare that
I have successfully completed this project on “Consumer Awareness In Country
Delight” as a part of my research project. The information incorporated in this project
is true and original to best of my knowledge. It is truly authentic work and has not been
submitted to any other university for reward of any degree.

Pankaj kumar yadav

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PREFACE

The purpose of industrial training is to acclimatize the students with organization & the
industry in which this organization exists. Summer training is a part of management
study and is very important for each and every student. Management trainees are trained
in such a way that after they come out, they can manage the matters of organization in a
planned & systematic manner. My project is aimed at understanding the basis of
consumer awareness in Country Delight . This training was valuable experience in terms
of understanding and learning and I believe that in future I will get fruitful result.

Pankaj kumar yadav

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ACKNOWLEDGEMENT

Any accomplishment requires the effort of many people and this report is no different. It has
been my proud privilege to be attached to do research on such a topic which gave me the
chance to get connected with some great people who are thoroughly professional i.e., staff
of Country Delight , all highly professional company with modern outlook. With due respect
I express my ineptness to the management of Country Delight for accommodating me to
have a look into their systems and providing me with all information I needed to
complete my report.

“ Gratitude is the hardest of emotions to express and often does not find adequate ways to
convey the entire one feels.”

I am pleased to record my gratitude and sincere thanks to Mrs. Shreety Chakraborty

(HOD Management Department) Faridabad College Of Engineering And
Management for her guidance towards the completion of the project and helping me with
her expertise that paved the way for realization of the study objectives.

I am also indebted to my parents and friends for their support for completing this project
successfully.

Pankaj kumar yadav

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TABLE OF CONTENTS

S.No. PARTICULARS Page No.

1 INTRODUCTION TO THE TOPIC 6-15

16-37
2 COMPANY PROFILE

3 REVIEW OF LITERATURE 38-43

4 RESEARCH METHODOLOGY 44-55

• OBJECTIVES OF THE STUDY

• SCOPE OF THE STUDY
• RESEARCH DESIGN
• DATA ANALYSIS AND INTERPERTATION
• LIMITATIONS OF THE STUDY
5 DATA ANALYSIS AND INTERPREATATIONS 56-63

6 CONCLUSION AND SUGGESTIONS 64

7 ANNEXTURE 65-69

BIBLIOGRAPHY
QUESTIONNAIRE
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CHAPTER – 1

INTRODUCTION TO THE TOPIC

❖ CUSTOMER AWARNESS

➢ Consumer Awareness is an act of making sure the buyer or consumer is aware of

the information about products, goods, services, and consumers rights.

➢ Consumer awareness is important so that buyer can take the right decision and make
the right choice.

➢ Consumers have the right to information, right to choose, right tosafety.This leads to the 3 stages of
Customer’s Journey, namely:

1. Awareness-At this stage, you need to show the customer that they have a problem
or need.

2. Consideration-At this stage, you need to show that your product/ idea is the
best solution for their problem/ need.

3. Decision-At this stage, you need to show why the customer should buy that
solution from you.

Different customer segments have different levels of awareness. There are 2 parts to this
awareness

➢ awareness of your service — high-level brand awareness

➢ awareness of their need

Each customer has a need they want to fulfil. The need can be to resolve a pain, or
achieve a motivating goal:

• Pain, an acute crisis or a nagging difficulty

• Motivation, for authenticity, legacy, optimism, wisdom, simplicity, relationships
or special moment
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Need and importance of consumer awareness:-

It has been observed very often that a consumer does not get right goods and
services. He is charged a very high price or adulterated or low quality goods are sold to
him. Therefore it is necessary to make him aware. Following facts classify the need of
making consumers aware:

1. To achieve maximum satisfaction : The income of every individual is limited. He wants

to buy maximum goods and services with his income. He gets full satisfaction only by
this limited adjustment. Therefore it is necessary that he should get the goods which are
measured appropriately and he should not be cheated in any way. For this he should be
made aware.

2. Protection against exploitation : Producers and sellers exploit the consumers in many
ways as underweighting, taking more price than the market price, selling duplicate
goods etc. Big companies through their advertisement also mislead the consumers.
Consumer awareness shields them from the exploitation by producers and sellers.

3. Control over consumption of harmful goods : There are several such goods available in
market which cause harm to some consumers. For example we can take goods like cigarette,
tobacco, liquor etc. The consumer education and awareness motivate people not to purchase
such goods which are very harmful for them.

4. Motivation for saving : The awareness controls people from wastage of money and
extravagancy and inspire them to take right decision. Such consumers are not attracted
by sale, concession, free gifts, attractive packing etc due to which people can use their
income in a right way and can save money.

5. Knowledge regarding solution of problems : The consumers are cheated due to illiteracy,
innocence and lack of information. Therefore it becomes necessary that the information
about their rights should be provided to them so that they cannot be cheated by
producers and sellers. Through consumer awareness they are also made known to the
proceedings of laws so that they can solve their problems.
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6. Construction of healthy society : Every member of the society is a consumer. So, if the
consumer is aware and rationale, then complete society becomes healthy and alert
towards their rights

CONSUMER RIGHTS

1) Right to Safety: This is the first and the most important of the Consumer Rights.
They should be protected against the product that hampers their safety. The
protection must be against any product which could be hazardous to their health –
Mental, Physical or many of the other factors.

2) Right to Information: They should be informed about the product. The product
packaging should list the details which should be informed to the consumer and they
should not hide the same or provide false information.

3) Right to Choose: They should not be forced to select the product. A consumer
should be convinced of the product he is about to choose and should make a
decision by himself. This also means consumer should have a variety of articles
to choose from. Monopolistic practices are not legal.

4) Right to Heard: If a consumer is dissatisfied with the product purchased then

they have all the right to file a complaint against it. And the said complaint cannot
go unheard, it must be addressed in an appropriate time frame.

5) Right to Seek Redressal: In case a product is unable to satisfy the consumer then
they have the right to get the product replaced, compensate, return the amount
invested in the product. We have a three-tier system of redressal according to the
Consumer Protection Act 1986.

6) Right to Consumer Education: Consumer has the right to know all the
information and should be made well aware of the rights and responsibilities of the
government. Lack of Consumer awareness is the most important problem our
government must solv
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Consumer awareness and satisfaction

The Indian real estate market is sitting on scores of consumer cases in various courts.
Many of the clauses, including the developers’ one-sided agreements, have been
challenged in various courts and yet, continue to be upheld. In fact, those clauses continue
to be a part of standard builder-buyer agreements even today.

A Consumer Satisfaction survey conducted by Track2Realty finds real estate on the list of
top 10 consumer cases in India. The study also notes that delays in delivery or default in
design or construction promises, has been prevalent for a long time. Also, terms like
super area, usable area and carpet area, have always been a bone of contention between
home buyers and developers.

However, what has changed is the consumers’ awareness of their rights. They will not suffer
silently, but vocalize their concerns. Hence, the Indian real estate industry has
suddenly woken up to the new reality of consumer activism. Access to information and
online networking seems to have exacerbated this new wave.

See also: Landmark win for home buyers: Consumer commission imposes Rs 3 crore
penalty on Unites

Raj Gala Shah, partner, Zara Habitats, points out that more than the technological shift, the
mindset of both, the consumer and the developer has changed. The industry is steadily
implementing transparency in deals and providing correct and specific project information
to the consumer. “An educated consumer has been a catalyst in transforming the industry,
from being unorganized to becoming systematic and ethical,” points out Shah. “This has
paved the way for corporate governance. An aware buyer is never a liability, if you have
given him the facts and figures” he says.

Despite the fact that a section of developers are taking consumer activism as a learning
curve, at least on face value, the sector seems to be fairly uncomfortable with the
growing trend. They think home buyers often get away with unrealistic demands and
arm-twisting due to poor perception and projection of the sector. However, this consumer
activism is definitely empowering home buyers; something that will hopefully organize the
housing market.
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Responsibilities of a Consumer towards the products:

The consumer has a certain responsibility to carry as an aware consumer can bring changes in the
society and would help other consumers to fight the unfair practice or be aware of it.

• They should be aware of their rights under the Consumer Protection Act and
should practice the same in case of need.

• They should be well aware of the product they are buying. Should act as a
cautious consumer while purchasing the product.

• If in case a product is found of anything false or not satisfactory a complaint should

be filed.

• The consumer should ask for a Cash Memo while making a purchase.

• A customer should check for the standard marks that have been introduced for
the authenticity of the quality of the product like ISI or Hallmark etc.
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The 5 stages of Customer Awareness

According to Eugene Schwartz, there are 5 stages of Awareness:

1. Most Aware-The prospect knows the product, knows what it does and wants it.

2. Product Aware-The prospect knows about the product but doesn’t yet want it.

3. Solution Aware-The prospect wants what the product does. But doesn’t know there
is a product that will do it for him.

4. Problem Aware-The prospect doesn’t have a desire, but a need.

5. Unaware-The prospect is completely unaware of the need.

1) Most Aware

At this stage, the prospect is well aware of their problem or desire, they heard about your
product, understand that you product offers a solution and, ultimately they want your
product. But for some reason, they have not purchased it yet.

Prospect at this stage are your biggest fan and your most valuable audience. Your goal here
is to engage them and make sure they know about what your products and services offer.
These are your potential customers that are going to make the first purchase, spread
the words to their love ones and the ones who want to hear from you as often as possible.

How to breakthrough:

The most aware prospects could be anyone who is on your customer list, or have been to
your sales page. May they have clicked the “Buy Now” button, but for some reason, they
didn’t complete the checkout. You need to find out why.

Were they looking for a coupon code, a better deal or any other reason?
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A great strategy for targeting customers in this stage is offering specific messages
delivered via another channel, such as an ad on Face book, or an email newsletter. Feature
your face or your product images, whichever they are most aware of. Focus on
demonstrating your value, with limited time discounts or special bonuses. Here’s

2) Product Aware

At this stage, the prospect is aware of a certain problem or desire and is aware that a
solution exists (familiar with your competitor’s offerings). However, they are unfamiliar
with your product or brand.

They are not sure what you offer is right for them. They do not want just any information,
but they want to know if your product/ services is tailored to their specific needs.

How to breakthrough:

Fill them in with all the details. Sell the benefits of using your product/ services to this
particular prospect. Present them with case studies, reports, analysis and testimonials.
The key is to deliver real content with the benefit of your offer demonstrated. Of course,
always include a well-crafted landing page at the end.

3) Solution Aware

At this stage, the prospect understands that there are products/ services that offers solutions
to solve their pain. But they do not know what is right for their particular circumstances.
These prospects are advice seekers. They may have arrived your page via your blog or
through referrals from another blog. They may know who you are, but they don’t trust you
yet.

How to breakthrough:

Focus on building rapport and trust with these customers. Talk about different solutions and
how you can solve their pain. DO NOT attempt to hard sell these customers because
they don’t trust yet. Your contents for prospects at this stage should focus on educational
values. Engage their attention normally via an email subscription, so you can let them know
about everything you have to offer.
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4) Problem Aware

At this stage the prospect knows that they have a pain. They are researching.

If someone were to ask me how to reattach a windshield wiper, I am definitely turning to

Google on this. Why? Because I do not have a solution for that, but I do know that
Google has this information. Here’s the stage where you identify your target market and
understand the problems that they face.

How to breakthrough:

Focus on keyword research, content marketing, blogging and videos. Strong content with
independent value is critical for anyone who has arrived at your page via a search engine or
through a social media channel. Make sure your content educates them about their problems
and provide potential solutions. Then after asks them to subscribe for further updates.
Focus on building trust with them before trying to get them to opt-in. Make sure that your
content is SEO optimized. This would be a great opportunity to familiarize them with your
brand.

5) Unaware

At this stage, the prospect has no familiarity with your product/ idea and is not aware/
or hasn’t identified on their own problem.

This is the most difficult yet most saleable level of customer awareness. The unaware
market is the mass market, and the sky is the limit.

How to breakthrough:

You need to tell them the problem that they are facing and are not aware, then, show
them how your product can help to solve it. But take note, do it in an indirect way. Try
creating the demand using stories and parables.

Conclusion

Remember, the key to generate more leads and sales isn’t just about adding value. There is
actually more to it. The key lies in understanding which stage the customer is at and what
you can do to encourage the relationship, pushing them closer to the purchase.
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Provide value > Build the rapport > Present a solution

EXISTING LEGISLATIONS FOR CONSUMER PROTECTION IN REAL

ESTATE SECTOR

Under the provisions of the existing statutes, an aggrieved consumer can rightfully
claim relief and compensation, though the legislations require amendments to suit the
modern day requirements of the realty sector. Consumers are given legal protection with
respect to real estate sector by means of the following legislations:

• Consumer Protection Act, 1986: The Act defines the term ‘service’[6] which
includes ‘housing construction.’ Therefore the realty sector falls within the ambit
of this Act and an aggrieved consumer can approach the Councils set up under this
Act and claim relief. However, there is a limitation here that the Act only provides
for pecuniary damages and compensation; it doesn’t provide for specific
performance. Thus, the recourse available to an aggrieved consumer is real estate
industry is only curative and not preventive.
• Indian Contract Act, 1872: The recourse available to an aggrieved person under this
Act does not stipulate specific performance. Just like the Consumer Protection Act,
1872, the relief granted is only curative and not preventive. In case of breach of
contractual obligations, the Act doesn’t provide for specific performance but
pecuniary compensation for damage caused.
• Specific Relief Act, 1963: This Act, however, provides for specific performance
as one of the recourses available to the aggrieved consumer. Though it is only
limited to situations where “there exists no standard for ascertaining actual
damage caused by the non-performance of the act agreed to be done” or “when
the act agreed to be done is such that compensation in money for its non-
performance would not afford adequate relief”. Thus, a person dispossessed of
immovable property without his consent (other than in due course of law) can
recover possession by a suit filed within
six months from the date of dispossession.
• Indian Penal Code, 1860: Under criminal law, namely, the Indian Penal Code
(IPC) the recourse available to an aggrieved homebuyer or a realty consumer is
to file a
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criminal complaint for criminal breach, which if established, entails punishment but
does not provide any preventive provisions. Therefore, criminal law too, does not
mandate specific performance of contractual obligations.
• Competition Act, 2002: While the Competition Law in India is gaining momentum
in the real estate industry, it does not provide for making good any loss
suffered by
individual consumers. It prohibits specific offences like abuse of dominant position,
monopoly, etc., but doesn’t lay down the provisions for prevention or specific
performance by agents in real estate industry.

The existing provisions in our laws are only curative measures against consumer
exploitation. For complete eradication of consumer exploitation it is necessary to lay down
provisions for specific performances which are able to prevent consumers against such
exploitation.
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CHAPTER – 2
COMPANY PROFILE

➢ INTRODUCTION OF THE COMPANY:

Countrydelight,in
B 162, ITI rd, BLOCK 5,Gandhi colony ,NIT
Faridabad , Haryana 121001

INDUSTRY PROFILE:

Dairy is a place where handling of milk and milk products is done and technology refers
to the application of scientific knowledge for practical purpose. Dairy Technology has
been defined as that branch of dairy science, which deals with the processing of milk
and the manufacture of milk products on an industrial scale. The dairy sector in the India
has shown remarkable development in the past decade and India has now become one of
the largest producers of milk and value-added milk products in the world.

The dairy sector has developed through co-operatives in many parts of the State .
During 1997-98 , the state had 60 milk processing plants with an aggregate processing
capacity of 5.8 million litres per day. In addition to these processing plants, 123
Government and 33co-operatives milk chilling centers operate in the State.

Also India today is the lowest cost producer of per liter of milk in thw world , at 27
cents, compared with the U.S’63 cents , and Japan’s $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.
managing ones milk requirements
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RESEARCH AND DEVELOPMENT IN DAIRY INDUSTRY:

The research and development need to the dairy industry to develop and survive for
long time with better status. The various institute and milk dairy companies R&D result
provide base for today’s industry growth and development. The research and
development of products of dairy, like yogurt and cheese market research and company
reports provides insights into product and market trends , analysis opportunities , sales and
marketing strategies will help local milk unions to develop and spread worldwide
through obtaining this knowledge. Specific on market share, segmentation ,size and
growth in the US and global markets are also helps the industry to expand its market
worldwide even small union also.

DEVELOPMEMT OF FOOD PROCESSING INDUSTRY:

The food processing industry sector in INDIA is one of the largest in terms of production,
consumption, export and growth prospects. The government of accorded it is a high
priority, with a number of fiscal relieves and incentives, to encourage
commercialization and value addition to agriculture produce, for minimizing harvest
wastage, generating employment and export growth.

Food processing industry is providing backbone support to milk industry. The

development food products by using milk can give good market opportunities to produce
milk.

There are different sectors within the dairy industry that provides great business
investment opportunities:

Biotechnology:

The Indian cattle yield less milk as compared to their foreign counterparts. The Indian
cattle breeders are on the lookout for ways to improve their milk yield through cross-
breeding . Thus , there is a huge potential available for foreign investors to invest in dairy
cattle breeding of high-quality buffaloes with hybrid cows.

There is also great scope for investment in different dairy cultures, including
dairy biologics, enzymes , probiotics , and other coloring materials for food processing.

Producing biopreservative ingredients based on dairy fermentation, such as pediococcin ,

acidophilic , Bulgarian and Nissan contained in dairy powder, also promises great
investment opportunity
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Dairy / Food Processing Equipment:

Great potential lies for foreign investment for manufacturing and marketing of cost
effective , top-quality food processing machinery.

Food Packaging Instruments:

There is a tremendous investment opportunity for foreign investors in the manufacturing

of both machinery and packaging materials that aid the development of brand loyalty
and gives a clear edge in the marketing of dairy products.

Retailing:

Retailing of dairy products also promises great investment opportunities for

standardization and upgrading dairy products in the main metropolitan cities.

Manufacturing:

Several ingredients are involved in the making of different dairy products like ghee,
condensed milk, and cheese . Manufacturing of ingredients for these products offers a
great potential for foreign investment.

Finished Products:

There is a great scope for investment in the manufacturing of finished dairy products
such as cheese souse and cheese powders.

PROBLEMS:

India and China are two emerging economy in Asia. The Dairy and Food Processing
industry in India still have underdeveloped market and fragmented supply base. On
the other hand, the size of both markets and the suppliers are large. Also, the purchasing
power of the consumer and demand for health-based quality products is increasing at a
fast rate resulting in imbalance in demand –supply equilibrium.

HISTORY:
Country delight is started in 2015, and is a bunch of Engineers and IIM Graduates who aim
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to bring back the basics of Milk. Country Delight promises natural, fresh and
unadulterated milk directly to the doorsteps of the consumer. Consumer ordering and
servicing happens through a first-of-its-kind mobile application that completely takes
away the hassel of
One of the founders of the company, Chakradhar Gade , told Dairy reporter
that milk sold through the organized sector in India is often recombined (a mix of milk,
milk powder and water), and sometimes travels 500 to 1000 km and upto two weeks to
reach the consumer.
In addition to issues of transportation and consistency , a survey by FSSAI showed that as
much as 68%of milk in India could be adultered.

Traceability issues:

Gade said that currently in India , milk is often collected from many different individual
suppliers, which affects traceability as volumes are in the tens of thousands of liters.

Through their 100-mile radius model , he said ,COUNTRY DELIGHT can test at the 200-
300 liter level, which is easier to monitor.

The company is looking to enter into value-added products, and improve distribution, with
the goal being to extend the 100-mile sourcing pledge and replicate the system to all
Indian cities with a population of more than one million.

Pay more for safe and pure product:

Gade said the business is looking for investor capital to move to that next level.
He said that selling urban centers is the key, and that consumers in cities can afford to pay
a little more for their products.

Dairy tech startup country delight raises $25 Mn to enter grocerydelivery:

Gurugram based milk delivery startup Country Delight has raised $25 Mn in a series
C round led by Elevation Capital. Existing backers Matrix partners, Orios Venture
Partners and IIFL PE fund also participated in the funding round.

With an aim to revolutionise ilk consumption in India, Country Delight was founded in
2015 by Chakradhar Gade and Nitin Kaushal . It provides locally sourced, natural, cow,
buffalo milk, bread , ghee and paneer to customer doorsteps directly to the consumer’s
doorstep.
The startup plans to use the funds to launch food essentials such as fruits and vegetables,
cold-pressed edible oils , wheat , batters , pulses, spices, pickles, and jams in the next 6-
9 months. The company is operated in Delhi NCR, Bengaluru , Pune and Mumbai and
plans to launch its Chennai operations in the next three weeks.
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“Technology plays a very big role in building quality traceability and supply chain at
scale- all of this while staying very capital efficient. We want to give our customers
the best quality products, at the lowest possible price and directly to their doorstep,” Gade
said.

Country delight sources its produce from its network of 500 farmers within a 150-200km
radius. It claims to serve 1.5 Mn customers and fulfil close to 3 Mn orders a month, Gade
said.

In February 2019, Country Delight had raised $9.8 Mn in equity financing from venture
capital firm, existing investors Matrix Partners existing investor Orios Venture partners
had also participates in that round.

In January Country Delight had raised $7 Mn -$10 Mn in a series B funding round

which was also led by Matrix Partners.

Country Delight competes wih Milkbasket, DailyNinja among other players in the highly
competitive milktech segment.

Country delight overview:

1. Founded year – 2015
2. Location- gurgaon,INDIA
3. Company stage- Series C
4. Total funding- $64.5 M
5. Last funding round- $44.2M,Series C , oct 29,2020
6. Valuation- $170M as on oct 29,2020
7. Annual Revenue- $7.96M as on Dec 31, 2018
8. Employee Count- 685 os on sep 30, 2020
9. Similar cos.- Milkbasket , suprdaily, Country delight, Daily Ninja ,The
modern milkman and 38 others.

Country Delight Funding Rounds:

Date Funding Amount Funding Round

Oct 29, 2020 $44.2M Series C

Apr 28, 2020 $1 Feb 06, 2020 $7.3M Series B

Jun 20, 2019 $1.43M Venture Debt

Mar 20,2019 $290K Series B

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COUNTRY DEILGHT INVESTORS

.85M Venture Debt
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Country Delight Revenue:

Revenue for the Calendar year 2018 stood at USD 7.96M up from 2.24M in the
Calendar year 2017.

Country Delight Founders:

• NITIN KAUSHAL, CO-FOUNDER
• CHAKRADHAR GADE, CO-FOUNDER
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• SRI AKULA, CO- FOUNDER

• AMAR KAUSHAL, CO- FOUNDER

Country Delight Board Members:

• NITIN KAUSHAL, DIRECTOR

• CHAKRADHAR GADE, DIRECTOR

Country Delight Competitors:

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THE REGULAR VS. FARM FRESH MILK:

Although the demand for organic farm fresh milk in the country is still at a very
nascent stage, however, it is expected to see growth as more and more millennial’s
become health conscious.
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Most of the milk is produced from local country cows that are injected with
supplements or antibiotics so as to enhance their milk production. Besides that,
quality of milk that gets delivered is of indeterminate age, has questionable storage
practices, and in many cases is reconstituted with milk powder. Whereas, the farm
fresh milk is sourced from cows and buffaloes that are fed on fodder that is
organically grown and don’t need hormone supplements for milk production.

PRODUCTS OF COUNTRY DELIGHT

The natural sweetness of cow milk:

A glass of milk may become our kid’s favourite drink with Country Delight cow milk.
The natural sweetness of our cow’s milk is the hallmark of purity and becomes an
instant favourite among kids.
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Moreover, we source our milk from a mix of Desi Gir cows, desi Sahiwal cows,
crossbred Holstein and Jersey cows directly from the farmers , run it through 70
stringent tests for impurities and toxins and deliver it to you within 24-36 hours of
milking.
No preservatives, no milk powder or cream is added to the milk and the milk is not
recombined in any form. We deliver the milk under the best cold chain right up to your
doorstep.

Health benefits: The milk we receive has an abundance of Vitamin D, B,B12,

calcium, magnesium, phosphorus, potassium, and amino acids- a combination of
powerful nutrients essential for the development of our mind and body.

The rich creaminess of buffalo milk:

If we are a person who loves the purest and creamiest milk from the countryside,
Country delight Buffalo milk is the right product for us! The protein-rich milk we
receive every morning is sourced from Murrah buffaloes, directly produced from
farmers.

Health benefits: A glass of buffalo milk everyday is a wholesome source of Calcium

which is crucial for bone strength. It contains Potassium that stabilizes blood
pressure and boasts of other essentials minerals as well.
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Country Delight ghar jaisa dahi is a product that we have made in collaboration with
thousands of Country Delight moms. Understanding the age-old practice of Dahi
making at home, Country Delight worked further on it to set the richest, creamiest,
and tastier Dahi that every family would love to consume.
Every scoop of Dahi is 100% natural, made from pure cow milk and delivered to
doorstep within 36 hrs from milking.
Health benefits: Regular consumption of Ghar jaisa Dahi enhances immunity and
improves digestion.

Fresh paneer made from cow milk

The country delight taaza paneer stands true to its name – it is delectably fresh and it
melts in our mouth! At country delight ,we curated this delectable experiencefor
through continuous feedback from hundreds of customers. The paneer is made from
farm-fresh cow milk and in the most natural home-based paneer making techniques.

Health benefits: Paneer is a storehouse of essential nutrients and calcium that aid
digestion.

Aromatic Desi Danedar Ghee

Country delight cow ghee is a delightful recipe that is sure to remind us of our
childhood in the country – side when the Ghee used to be fresh, aromatic and
‘Daanedar’. The ghee is made from pure cow milk fat that is churned into butter
and thoroughly cleaned to remove impurities and improve the aroma and shelf-life
of the product.

Health benefits: Consumption of Desi ghee is proven to help digestion, strenghthen

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the immune system and is a dependable source of crucial Vitamins like A and E.

Fresh preservative-free White Bread

Baked with perfection and care, the soft and spongy slices of white bread are
made with inputs from hundreds of families. Country delight bread has minimal
water content, is absolutely fresh and has no preservatives.

Health benefits: White bread is essential for instant energy to keep us going
throughout the day.

Fresh preservative – free brown bread

Made entirely from fresh and natural ingredients, Country delight brown bread has
the added goodness of whole wheat flour that makes it a healthier alternative to
white bread. Free of preservatives and adulterants of any kind, brown bread is
nutritious and flavorful that makes for a wholesome meal for your family.

Health benefits: Rich in dietary fibre, keeps our digestive system healthy.
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Country delight white eggs

Country delight white eggs are a fresh and affordable source of protein for our whole
family. Proper sanitization of eggshells under Ultraviolet rays prevents infection while
unclean, cracked and underweight eggs are removed at the farm to ensure that we
get our money’s worth. If you are a fitness freak, include white eggs in our daily diet
as a delicious and nutritious alternative to the regular eggs we purchase from the
market.

Health benefits: The white egg is one of the most versatile food items that contains
diverse nutrients and is a rich source of protein, essentials vitamins and amino acids.

VISION:

• Liberate our farmers from economic oppression and lead them to prosperity.

MISSION:

• Country Delight was born with a mission to resolve the problem of

milk adulteration in India and ensure that every Indian gets the
purest milk.\
• To satisfy the taste and nutritional requirements of the consumers and
increasing numbers of these consumers today are to be found only at the
large format stores. Hence, in order to reach these consumers , we need to
form equitable alliances with organized retail chains wherever possible.
 30

Objective :

• Is to ensure that the maximum share of the consumers rupee goes to the
milk producers.

Future plan of Country Delight:

• Expansion of distribution network, creative marketing, consumer education

and product innovations, we will leverage effectively on rising income levels
and growing affective among Indian consumers.
• Tapping the rising demand for new value – added products.
• Milk shed area will increase to 231 lakh per day , at an annual growth rate
of 4%.
• Installing Bulk milk chillers and Automatic milk collection systems in all
village cooperative societies.
• Collect as much as 195 lakh kg per day of milk in the peak flush season.
• Satellite dairies with combined processing and liquid milk packaging capacity
of 50 lakh will be established in major metro market.
• Milk drying capacity will also be enhanced by 200 MT’s per day.
• Plan to expand the cattle feed manufacturing capacity, more than four times
to 12,000 MT’s per day, by 2021.
• Total investment envisaged for creating all the required infrastructure would
be Rs. 2,600 crores till the year 2021.
 31

ORGANIZATIONAL STRUCTURE / MANAGEMENT HIERARCHY:

REGIONAL CONTRIBUTION TO MILK PRODUCTION:

 32

PATTERN OF MILK UTILIZATION BY DIFFERENT SECTORS:

COUNTRY DEILGHT CAPITAL RAISED :

3 WHY COUNTRY DELIGHT?

 33

Milking Twice a Day:

Fresh milk reaches our doorstep within 24-48 hours.

26 Tests Everyday:

Scientific quality testing of milk for adulteration at every stage.

Pasteurization and Packing at 3 degree Celsius:

Maintaining milk at 3 degree Celsius improves shelf life

Prevents increase in bacteria counts.
 34

Doorstep Delivery Everyday:

Fresh milk promise with added convenience of

Home delivery everyday.

Hassle free management:

Easy touse Mobile App for managing our daily orders.

Self Test Kit:

 35

• TERMS AN D CONDITIONS;

This website www.countrydelight.in is operated by Beejapuri Dairy Private Limited(BDPL) , an Indian based
company incorporated under the Indian Companies Act of 1956. The policy is issued by ‘BDPL’. By placing an
order on this site we are entering into a purchase/sale transaction with BDPL. The terms and conditions are
enumerated as follows:

DEFINITIONS:

“Agreement” means the terms and conditions as detailed herein including all schedules, appendices, annexure,
privacy policy and will include the references to this Agreement as amended, supplemented, varied or replaced
from time to time.

www.countrydelight.in or the “Site” means the online shopping portal owned and operated by BDPL which
provides a plat to the shoppers to buy the products listed on the site. “Vendor”/”Seller”/”Affilate”shall mean
the person or any legal entity who offers for sale, sells the products or services on www.countrydelight.in.

“Customers”/”Buyer” shall mean the person or any legal entity who accepts the offer for sale on site by placing
an order for and or purchases any products for sale on the site. “User”/”You” means and includes you and / or
any person or an entity including Vendors/Seller/Affiliate using or accessing the services provided on this
site.

ELIGIBILITY:

You represent and warrant that you are competent and eligible to enter into a legally binding agreement and
have the requisite authority to bind the other party to this Agreement. You shall not use this site if you are not
competent to contact under the applicable laws, rules and regulations.

TERMINATION:

Either User/ You or BDPL may terminate the agreement at any time, with or without cause. However, BDPL
reserves the right, in its sole discretion, to terminate our access to products and services offered on the site or
any portion thereof at any time, without notice.

MODIFICATION OF TERMS AND CONDITIONS:

BDPL may at any time modify the terms and conditions contained on the site without any prior notification to
us. We can access the latest version of the Terms and Conditions. In the event the modified Terms and
Conditions are not acceptable to us, we should discontinue using the site. However, if we continue to use the site
we agree to accept and abide by the modified Terms and Conditions.

ONLINE SHOPPING PLATFORM:

We further agree and undertake that we are accessing the services available on this Site and transacting at our
sole risk and are using our best and prudent judgment before entering into any transaction through this site.

BDPL accepts no liability for any errors and omissions, whether on behalf of itself or third parties. The address
at which delivery of the products ordered by us are to be made should be correct and proper in all respects.

After the receipt of payment the Buyer/ cash on delivery as the case may be, BDPL shall arrange for the
delivery of the product to the recipient at the shipping address provided by the Buyer. Any and all orders
placed by us on this site are a firm commitment to purchase and we are obligated to complete the transaction
and not contest it in
 36

anyway.

Before placing an order we are advised to check the product description carefully. By placing an order for a
product we agree to be bound by the conditions of sale included in the item’s description.

PRODUCT PRICING:

Product prices listed on the website are current. While every care has been taken to label the products
accurately, errors in data entry and updation may occur. BDPL reserve the right to cancel the order in case a
wallet is refundable by placing the request to the customer support. Refundable amount is credited to the
customer’s bank account shared using the link sent in SMS by the BDPL. Refund is credit within 5-7 working
days of sharing the bank details.

OFFER AND CASHBACK:

• Maximum Cashback Upto Rs.500

• Cannot Be clubbed with any other offer.
• Maximum 1 offer on 1 Address
• Offer valid on first recharge only.

• Cashback Amount cannot be Refundable.

CANCELLATION POLICY:

Customer can cancel/stop their subscription using Country Delight mobile application or by reaching out to the
customer support.

ENTIRE AGREEMENT:

These Terms and Conditions , together with privacy policy, and other rules and policies posted on the site,
which are hereby incorporated as set forth fully in these Terms and Conditions, constitutes the entire agreement
between us and BDPL with respect to our use of material available through the site, and supersedes all prior or
contemporaneous communications and proposals between us and BDPL with respect to this site. Any rights not
expressly granted in these Terms and Conditions are reserved.

COMMUNICATION:

By registering with Country Delight, we give them the permission to send us notifications on WhatsApp.

BILLING POLICY AND PAYMENT:

• The billing cycle for customers is 15 days i.e, bill is generated twice a month.
• In case of bill payment by cheque, please draw the cheque in favour of ‘BEEJAPURI DAIRY PVT. LTD.’
• In case of bill payment in cash, please submit the OTP that is sent to our registered mobile number
before handing to cash to our delivery partner.
 37

RETURN POLICY:

Country Delight’s return policy gives us an option to return milk packets within the same day of delivery and
other products within 48 hours of delivery. Please don’t use the product and preserve its original packaging
and seal.
Opened or damaged products will not be returned.

REFERRAL PROGRAM:

Referral is not valid for the same address.

REFERRAL CASHBACK:

Customers can use a maximum of 20% referral cashback amount per day while ordering.

PRE-PAID PRODUCTS:

To place an order for a prepaid product, we are required to recharge our CD wallet with the MRP of the select
product via the various payment modes available.
DISCLAIMER:
“We as a retailer shall be under no liability whatsoever in respect of any loss or damage arising directly or
indirectly out of the decline of authorization for any transaction, on Account of the Cardholder having exceeded
the present limit mutually agreed by us with our acquiring bank from time to time”.

SWOT ANAYSIS:
 38

CHAPTER-3
REVIEW OF LITERATURE
REVIEW OF LITERATURE

Consumer is the person who hires or avails of any services for a consideration which has
been paid or promised or partly paid and partly promised or under any system of deferred
payment. But Consumer exploitation is very rampant these days. Consumers get
exploited in many ways through the more dominating and knowledgeable sources. On
the other hand, consumers have to be aware not only of the commercial aspects of sale and
purchase of goods but also of the health and security aspect. Besides this, they should be
aware of their rights and duties being as rational human beings viz., price and quality of
products used by them, about Fair Price Shops, standardization of products, about
Consumer Forums etc. Therefore, Consumer exploitation should be bought down with
proper awareness to the consumers on their rights and how they could go about with
things, if they feel they have been cheated. In the globalization, liberalization and
privatization era, most of the economic decisions are taken by the market. Though the
government has withdrawn itself from many economic activities, it interferes very often
when the market mechanism fails due to structural rigidities in the economy and other
factors, to provide goods and services to the people. Consumption is one of the
important economic activities, which requires regular government intervention, as the
market is unable to promote security and welfare aspects of the consumers. On the
other hand, consumers have to be aware not only of the commercial aspects of sale and
purchase of goods but also of the health and security aspect also. Besides this, they should
be aware of their rights and duties being as rational human beings. Though the first
consumer movement began in England after the Second World War, a modern declaration
about the consumer’s rights was first made in the USA in the year 1962, where four basic
consumer rights i.e. Choice, information, safety and right to be heard were recognized.
Ralph Nadar, a consumer activist is considered as the father of “Consumer Movement”.
15th March is now celebrated as the World Consumer Rights Day. The U.N.O. Also
adopted in the year 1985, certain guidelines to achieve the objectives of maintaining
protection for consumers and to establish a high-level of ethical conduct for 29 those
engaged in the production and distribution of goods and services. In India, 24th
December is celebrated as “Consumer’s Day” every year. A consumer is that buys
good for consumption or utilisation and not for resale or commercial purpose. He/She is
an individual who pays some amount of money for the product You, I and We are all
consumers Consumer awareness is a need of present days. Since we are inspired to buy
different product through advertisement but many of them are not qualitative product.
Thus, in order to save him from being cheated, it is necessary for a consumer to be aware. In
this way, consumer awareness means creating awareness of a consumer towards his
rights and duties.

How Important is Building a Smart Customer Awareness

Today, a corporation operates in a highly competitive environment. If an entrepreneur
wants its target consumers to know about its innovations and prioritize its products over the
similar category products that its competitors sell, it has to build a good customer awareness
process.
 39

2 Steps to Building Customer Awareness

When building customer awareness, an entrepreneur determines his/her target market, uses a
very specific marketing tool or channels to engage and communicate with the consumers
and help them increase product and service knowledge. The three major steps that a
customer awareness program includes can be explained as below –

1. In the first stage, a company creates awareness by pointing out the pain point of the
customers. The company needs to talk more about the problem at this stage. The
intention is to make consumers aware of the prevailing problem if they’re not already. Raise
awareness using a very logical message.

1. Present your product or brand as the best solution to the problem in the third
stage. As the customers will know the problem they are facing by this
time, it will be easy for them to understand that they can overcome the
problem with the help of your brand.
2. Give customers a solution to that problem in the second step. Get customer’s
attention by presenting your solution as the best way to solve the respective
problem.

Corporations Who Incorporate Customer Awareness

Ford’s customer awareness program is the best example. To create awareness about the
company’s product quality, safety, social and environmental performance, the company
engages into various two-way communications with the stakeholders and consumers. The company
participates in stakeholder engagement forums.

Ford also uses other non-traditional marketing ideas to create awareness. They initiated a Drive One
campaign in North American, which encouraged people to experience their vehicles firsthand and
promoted the quality, safety, green technology and other smart features that their vehicles had. The
motive of the campaign was to help consumers understand their product strength and thus increase
the likelihood that they would buy it.

So the bottom line is, a well-designed customer awareness program helps a company convey a clear
message to its target customers, gain their trust by giving them accurate product information and
create a market.

Consumer Exploitation

When a consumer is cheated in any way. Either by the shopkeeper or the producer by giving poor
quality or adulterated food or goods or by charging more prices for a commodity or a service it is
called consumer exploitation.

Factors Causing Exploitation of The Consumers

The following are the factors that cause the exploitation of consumers:

1. Limited information
2. Limited supply
3. Limited competition
4. Low literacy
 40

Need and Importance

It has been observed often that a consumer does not get goods and services in a right manner. He is
charged a very high price or adulterated low quality goods are sold to him.
Therefore it is necessary to make him aware about his rights and duties.

Needs of making consumer awareness

It has been observed very often that a consumer does not get right goods and services. He is charged
a very high price or adulterated or low quality goods are sold to him. Therefore it is necessary to
make him aware. Following facts classify the need of making consumers aware:

➢ To achieve maximum satisfaction: The income of every individual is limited. He wants to
buy maximum goods and services with his income. He gets full satisfaction only by this
limited adjustment. Therefore it is necessary that he should get the goods which are
measured appropriately and he should not be cheated in any way. For this he should be made
aware.

➢ Protection against exploitation: Producers and sellers exploit the consumers in many ways
as underweighting, taking more price than the market price, selling duplicate goods etc. Big
companies through their advertisement also mislead the consumers. Consumer awareness
shields them from the exploitation by producers and sellers.

➢ Control over consumption of harmful goods: There are several such goods available in
market which cause harm to some consumers. For example we can take goods like cigarette,
tobacco, liquor etc. The consumer education and awareness motivate people not to purchase
such goods which are very harmful for them.

➢ Motivation for saving: The awareness controls people from wastage of money and
extravagancy and inspire them to take right decision. Such consumers are not attracted by
sale, concession, free gifts, attractive packing etc due to which people can use their income in
a right way and can save money.

➢ Knowledge regarding solution of problems: The consumers are cheated due to illiteracy,
innocence and lack of information. Therefore it becomes necessary that the information
about their rights should be provided to them so that they cannot be cheated by producers
and sellers. Through consumer awareness they are also made known to the proceedings of
laws so that they can solve their problems.

➢ Construction of healthy society: Every member of the society is a consumer. So, if the
consumer is aware and rationale, then complete society becomes healthy and alert towards
their rights.

Consumer Rights and Responsibilities

Consumer rights are a set of rights governed by the law that gives allows customers to have
the necessary information about goods and services while purchasing.

Similarly, consumer responsibilities indicate that customers have a specific responsibility

towards the society and other consumers and help them to fight against the unfair practice or
at least be aware of it. These rights and responsibilities are registered under the Consumer
Protection Act 1986.
 41

Consumer Rights

• Right to Safety- Before buying, a consumer can insist on the quality and guarantee of
the goods. They should ideally purchase a certified product like ISI or AGMARK.
• Right to Choose- Consumer should have the right to choose from a variety of goods and
in a competitive price
• Right to be informed- The buyers should be informed with all the necessary details of
the product, make her/him act wise, and change the buying decision.
• Right to Consumer Education- Consumer should be aware of his/her rights and
avoid exploitation. Ignorance can cost them more.
• Right to be heard- This means the consumer will get due attention to express
their grievances at a suitable forum.
• Right to seek compensation- The defines that the consumer has the right to seek
redress against unfair and cruel practices or exploitation of the consumer.

Duties of the Consumers

In order to secure rights, consumers have to fulfil the following duties:

1. While purchasing goods, consumers should look at the quality of the products as well as on
the warranty of the product.

2. They should ask for Cash Memo for the item purchased.

3. They should form consumer awareness organizations.

3. They must complain for their genuine grievances.

4. The must know their rights and duties.

Consumer Responsibilities

• Responsibility to be aware – A consumer has to be mindful of the safety and

quality of products and services before purchasing.
• Responsibility to think independently– Consumer should be well concerned about
what they want and need and therefore make independent choices.
• Responsibility to speak out- Buyer should be fearless to speak out their grievances and
tell traders what they exactly want.
• Responsibility to complain- its consumer responsibility to express and file a complaint
about their dissatisfaction with goods or services in a sincere and fair manner.
• Responsibility to be an Ethical Consumer- They should be fair and not engage
themselves with any deceptive practice.

Redressal method

• Satisfaction
• Trust
• Positive
• Conviction
• Loyalty
• Commitment
• Feeling
 42

Fight for your Right

• Always Buy Product Mark Items

• Don’t Give More Than M.R.P
• Always Take Bill Of Every Item
• Always See Expiry On Manufacture Date
• Do Prefer Branded Items
• Do Bargaining In M.R.P
• If Require Complain Consumer Court

Consumer protection act

The Consumer Protection Act was passed in 1986 and it came into force from I July, 1987. The
main objectives of the Act are to provide better and all round protection to consumers and
effective safeguards against different types of exploitation such as defective goods, deficient
services and unfair trade practices. It also makes provisions for simple, speedy and inexpensive
machinery for redressal of consumer's grievances.

Salient Features

1. The salient features of Consumer Protection Act (CPA), 1986 are as follows

2. It applies to all goods, services and unfair trade practices unless specifically exempted by the
Central Government.

3. It covers all sectors-private, public or co-operative.

4. It provides for establishment of consumer protection councils at the central, state and district
levels to promote and protect the rights of consumers and a three-tier quasijudicial machinery to
deal with consumer's grievances and disputes.

5. It provides a statutory recognition to the six rights of consumers.

Consumer Protection Measures

Introduction

In order to protect the interest of the consumers, the government has adopted three strategies:

1. Administrative measures
2. Technical measures
3. Legislative measures

1. Administrative Measures

Administrative measures of the government include the distribution of essential commodities

through Public Distribution System (PDS). PDS is a system through which the government
distributes some essential commodities at a reasonable price through the Fair Price Shop. In a free
market economy, the price of a commodity is determined in the market through the free play of
demand and supply. Equilibrium price is that price at which demand and supply of the commodity
are equal to each other i.e. there are zero excess demand and excess supply. But sometimes
government interferes in the market systems by fixing the price lower than the equilibrium price, to
protect the interest of the consumers belonging to the lower strata of the society. This price is known
as Control Price. When the government fixes price lower than the equilibrium price, demand exceeds
supply, which leads to black-marketing and
 43

hoarding. To check these government sales different commodities at different FPS at control price.

2. Technical Measures

Technical measures consist of Standardization of the product. One of the important measures
taken by the government to protect the consumers is the creation of institutions for setting up the
standards for making and producing various products and enforcing them. In India, this has been
achieved through the Bureau of Indian Standards (BIS), and Agmark. While BIS caters to the
industrial and consumer goods while Agmark is meant for the agricultural products. The Bureau
of Indian Standards, earlier known as the Indian Standards Institution (ISI), whose headquarter is
located at Delhi, has the responsibility of lying down the standards for industrial and consumer
goods on a scientific basis and certifying the goods that meet the standards and the prescribed
quality. The Agmark is implemented under the Agricultural Produce (Grading and Marketing)
Act of 1937, as amended in 1986. This scheme is run by the Directorate of Marketing and
Intelligence (DMI) in the Ministry of Agriculture, Government of India. Products such as honey,
masala etc, carry such marks. At the international level, an institution called International
Organization for Standardization (ISI), established in 1947 located at Geneva, serves to provide
such a common reference standard. All the international Companies, goods produced by them,
and institutions are certified as ISO 6000, ISO 14000 etc. For setting international food
standards, there is a similar body called Codex Alimentaries Commission (CAC). This was
formed in 1963 by the Food and Agricultural Organization (FAO) and the World Health
Organization (WHO), located at Rome, Italy. It develops food standards, guidelines and codes
for production and international trade in food products like milk, fish etc.

Legislative Measures

Legislative measures include enactment of Consumer Protection Act, 1986. The Government
enacted a specific law called the Consumer Protection Act, 1986. The Act provides for the
establishment of consumer disputes redressal agencies at District, State and National level for
the protection of consumer interests and to redress their grievances in a speedy, simple and
inexpensive manner. The Act has led to the setting up separate Department of Consumer Affairs
in Central and State Government, which focus exclusively on the rights of the consumers, as
enshrined in the Act.
 44

CHAPTER 4

RESEARC H METHOD OLOGY

RESEARCH METHODOLOGY
Research is a systematic search in effort to gain knowledge. It is the discovery of known to
unknown. Research is a thus a systematic procedure of investigation in any field of
inquiry. The main aim of research is to find out truth which is hidden and which has not
been discovered yet. Every organization has to face certain problems pertaining to their
daily functioning. These problems call for an effective thinking on the part of
academician to find out a valid & reliable solution. Hence it becomes not only
desirable to carry out a well- planned research in the area asking for effective solutions.

This calls for a well-planned research methodology so that the problematic areas could
be well identified & causes if any, be known and solved. This research is particularly
carried out at SledgeHammer, Faridabad on factors affecting job satisfaction & job

satisfaction.

Historical or Retrospective Research

It is that area of investigation which deals with the collection of information on past
events and situations using objective tools. The design also includes the organization of the
information obtained in order to appreciate the internal consistency in the past and thus
generalize to present and future events.
The main sources of historical research are:
 45

Oral evidence, physical evidence, artifacts, pictures autobiographies, records, minutes,

letters, memoirs, witness account. These are directly obtained and are called primary
sources of information for this reason.
Secondary sources are data obtained from a source, which also obtained it from
some other source e.g. biographies, implied evidence, the story retold by someone.

Descriptive Research
Descriptive research is a term used to qualify a wide range of other types of research.
Irrespective of the type, descriptive research collects information about a defined situation.
It is a commonly encountered type of research in Social Sciences, field research,
epidemiological research and biomedical research (applied).
Surveys are especially popular and will be given special attention as a typical type of
descriptive research. Surveys involve the collection and analysis of data on a small number
of the population and generalizing it to the entire population. The commonly used tools for
the collection of information are questionnaires, interviews and observation.

Experimental Research
Experimental research is a controlled investigation where certain variables are manipulated
while certain variables are kept constant. The control group is the Standard with which the
Experimental group will be compared in order to assess the role of the variable factor in the
experimental group.

Research Design
This is a diagnostic type of research. Survey method is adopted using questionnaire with
appropriate scaling techniques. The survey was done on two grades of consumer dealing
with the general administration of the organization. These two grades are:
➢ consumers
➢ Supervisors

Questionnaire method
It has been adopted to collect primary data. The questionnaire for conducting the research
process has the following features:
 46

Close ended: The questionnaire prepared is close ended so that the employees will be
comfortable enough to provide the precise information as required. The close-ended
question gave the five degree freedom for expressing their satisfaction or consent over a
particular question expressed numerically as 1, 2,3,4,5.

• Corresponds to Strongly Disagree

• Corresponds to Disagree
• Corresponds to neither agree nor disagree
• Corresponds to Agree
• Corresponds to Strongly Agree

Sampling
Data is a term used to describe all the pieces of information upon which decisions will be
made after arranging them in an intelligible form.

Population
It is not practical to look at every object in the situation being investigated. The
investigator must therefore take a sample form the population (entire set of objects)
because:
- The size of the population may be too large to handle
- Time constraint may not permit.
- Limited resources for a large survey may not permit.
The sample is a portion of the entire set of observable events which is carefully selected to
represent the latter.

Sample Size Determination

The method used to select a representative sample is to first establish a sampling frame i.e.
to define the number of observable events (e.g. Census figures, or electoral registers). There
are general rules about the determination of sample size:
Systematic sampling is commonly used when objects that are arranged in particular series
make up the population (e.g. Houses).

Random Sampling It is a sampling procedure that insures each element in the population on
equal chance of being included in the sample. This sampling process is very simple because
it has only stage of sample selection. For example drawing the names from a box is the
 47

example of simple random sampling. Now a day’s computer generated random no.
utilized for sample selection.

Stratification is a method of selection which ensures that every segment (stratum) of the
population is identified and its proportion of the populating determined.
Self-selection In this many researchers sometimes request community members to
assemble at a central point and to include all those who show up is included in the sample.
This method is widely used in health surveys. It has several disadvantages and is not
recommended in research.
➢ It is not much different from using hospital records of attendance.
➢ The members in the sample are self-selected; hence every member foes not
have an equal chance of being in that sample.
➢ Those who think they have the problem under investigation will be more in
the sample than those who think they do not have the
problem.
 48

Research Design Defniition

Research design is defined as a framework of methods and techniques chosen by a

researcher to combine various components of research in a reasonably logical manner
so that the research problem is efficiently handled. It provides insights about “how” to
conduct research using a particular methodology. Every researcher has a list of research
questions which need to be assessed – this can be done with research design.

The sketch of how research should be conducted can be prepared using research
design. Hence, the market research study will be carried out on the basis of research design.

The design of a research topic is used to explain the type of research

(experimental, survey, correlation, semi-experimental, review) and also its sub-type
(experimental design, research problem, descriptive case-study). There are three main
sections of research design: Data collection, measurement, and analysis.

The type of research problem an organization is facing will determine the research design
and not vice-versa. Variables, designated tools to gather information, how will the tools
be used to collect and analyze data and other factors are decided in research design on the
basis of a research technique is decided.

An impactful research design usually creates minimum bias in data and increases trust on
the collected and analyzed research information. Research design which produces the
least margin of error in experimental research can be touted as the best. The essential
elements of research design are:

1) Accurate purpose statement of research design

2) Techniques to be implemented for collecting details for research
3) Method applied for analyzing collected details
4) Type of research methodology
5) Probable objections for research
6) Settings for research study
7) Timeline
8) Measurement of analysis
 49

Research Design Characteristics

There are four key characteristics of research design:

1) Neutrality: The results projected in research design should be free from bias and
neutral. Understand opinions about the final evaluated scores and conclusion from
multiple individuals and consider those who agree with the derived results.
2) Reliability: If a research is conducted on a regular basis, the researcher involved
expects similar results to be calculated every time. Research design should
indicate how the research questions can be formed to ensure the standard of
obtained results and this can happen only when the research design is reliable.
3) Validity: There are multiple measuring tools available for research design but valid
measuring tools are those which help a researcher in gauging results according to the
objective of research and nothing else. The questionnaire developed from this
research design will be then valid.
4) Generalization: The outcome of research design should be applicable to a
population and not just a restricted sample. Generalization is one of the key
characteristics of research design.

Types of Research Design

A researcher must have a clear understanding of the various types of research design to
select which type of research design to implement for a study. Research design can be
broadly classified into quantitative and qualitative research design.

1) Qualitative Research Design: Qualitative research is implemented in cases where a

relationship between collected data and observation is established on the basis of
mathematical calculations. Theories related to a naturally existing phenomenon can
be proved or disproved using mathematical calculations. Researchers rely on
qualitative research design where they are expected to conclude “why” a particular
theory exists along with “what” respondents have to say about it.
2) Quantitative Research Design: Quantitative research is implemented in cases
where it is important for a researcher to have statistical conclusions to collect
actionable insights. Numbers provide a better perspective to make important
business decisions. Quantitative research design is important for the growth of
any organization because
 50

any conclusion drawn on the basis of numbers and analysis will only prove to be
effective for the business.

Further, research design can be divided into five types –

1. Descriptive Research Design: In a descriptive research design, a researcher is solely

interested in describing the situation or case under his/her research study. It is a theory-
based research design which is created by gather, analyze and presents collected data. By
implementing an in-depth research design such as this, a researcher can provide insights into
the why and how of research.

2. Experimental Research Design: Experimental research design is used to establish a

relationship between the cause and effect of a situation. It is a causal research design
where the effect caused by the independent variable on the dependent variable is observed.
For example, the effect of an independent variable such as price on a dependent variable
such as customer satisfaction or brand loyalty is monitored. It is a highly practical research
design method as it contributes towards solving a problem at hand. The independent
variables are manipulated to monitor the change it has on the dependent variable. It is often
used in social sciences to observe human behavior by analyzing two groups – affect of one
group on the other.

3. Correlational Research Design: Correlational research is a non-experimental research

design technique which helps researchers to establish a relationship between two closely
connected variables. Two different groups are required to conduct this research design
method. There is no assumption while evaluating a relationship between two different
variables and statistical analysis techniques are used to calculate the relationship
between them.

Correlation between two variables is concluded using a correlation coefficient, whose value
ranges between -1 and +1. If the correlation coefficient is towards +1, it indicates a positive
relationship between the variables and -1 indicates a negative relationship between the two
variables.
 51

4. Diagnostic Research Design: In the diagnostic research design, a researcher is inclined

towards evaluating the root cause of a specific topic. Elements that contribute towards a
troublesome situation are evaluated in this research design method.

There are three parts of diagnostic research design:

• Inception of the issue

• Diagnosis of the issue
• Solution for the issue

5. Explanatory Research Design: In exploratory research design, the researcher’s ideas

and thoughts are key as it is primarily dependent on their personal inclination about a
particular topic. Explanation about unexplored aspects of a subject is provided along with
details about what, how and why related to the research questions.

VARIOUS METHOD OF DATA COLLECTION Depending

on the source, statistical data are classified under two categories: DATA

COLLECTION

The availability and quality of data is mainly dependent on the source of data. The data
for the survey will be conducted from both primary and secondary source. These are
describing as follow

PRIMARY DATA -Primary data are obtained by a study specifically designed to fulfill the
data needs of the problem at hand. Such data are original in character and are generated
in large no. of survey conducted with a sample. Primary data include: observation,
questionnaire, schedules and other methods like; warranty cards, consumer panel, etc. But in
this research, we collect the primary data in the form of observation and questionnaire.
 52

SECONDARY DATA- These data are not originally collected but rather obtained from
published or unpublished source. Secondary data includes; publication of central state &
local govt., a report by research, newspapers, publications of foreign govt. & international
bodies and annual report of the company.

SOURCES OF DATA

Collection of data is an essential part of the project, as it constitutes the foundation of the
statistical analysis and interpretation. Thus it forms the initial step of any project.

A sample of 100 employees was taken comprising the managers & supervisors of the
organization.

After collection of the required data from all sources, analysis was done and the problems
were identified.

Recommendations and suggestions in respect to the problems identified have been

given. Data has been collected by both the primary and the secondary methods-

• Primary data has been collected with the help of survey.

• Secondary data has been collected through company’s history, profiles and manuals.

SAMPLE DESIGN

The sample consists of data collected from each department. The samples were chosen on
a simple random sampling technique.

METHODOLOGY

• Sample Size

Sample size=100 Consumers

Research Instrument

The Structured questionnaire is used as the research instrument for the study.
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Sample Technique

The researcher adopted simple random sampling for the study.

Sources of Data

• Primary Data - Questionnaire, Observation.

• Secondary Data- Files, Record Books, Company Manuals, Websites, Newspaper

OBJECTIVES OF RESEARCH

The main aim of research is to find out the truth which is hidden and which has not been
discovered as yet. Though each research study has its own specific purpose, we may think
of research objectives as falling into a number of following broad groupings:

• To gain familiarity with a phenomenon or to achieve new insights into it.

• To portray accurately the characteristics of a particular individual, situation or a group.
 54

1 To
determine the frequency with which something occurs or with which it is
associated with something else.

2 To test a
hypothesis of a causal relationship between variables.

However this is not an exhaustive list of factors motivating people to undertake research
studies. Many more factors such as directives of government, employment conditions,
curiosity about new things, desire to understand casual relationships, social thinking and
awakening, and the like may as well motivate people to perform research operations.

Now as we know that what are the various objectives behind the research work we
should also understand that what the type of research work is, that is being done by us and
categories our lies in which category.
 55

SCOPE OF THE STUDY

The safety culture of an organization is the way that all the people within the
organization think and feel about health and safety and how this translates into
behavior. It can be defined as shared attitudes, values and behaviours relating
to health and safety. There is strong link between safety culture and health and
safety performance. Organization with a strong positive culture tends to good
performance whereas those with a weak negative culture perform poorly.

• To study the level of consumer awareness of the consumers in the study area
• To make the students habituated about the survey work.
• To make the students acquainted how different statistical tools can be applied in different
socio- economic problems.
• There must be a duty-holder - either an employer or a self-employed person, and
• There must be awareness of consumer rights to a person who is not the employee of the
duty holder or the self employed duty holder themselves, and
• Benefits to eligible workmen under various statues covered in this manual shall be subject
to revision as and when amendment in the statue takes place.

LIMITATIONS OF THE STUDY

➢ Getting response was difficult since the sample chosen were busy.

➢ Few were reluctant to answer the question.

➢ The statistical tools used have its limitations.

➢ The study was limited to the important fields of activities of the company.

➢ Authenticityisdifficultsinceitisbasedonthebehaviouralresponses,whichchangesfromtimetotime.
 56

CHAPTER 5

DATA ANALYSIS AND INTERPRETATION

Q1: Do sometimes advertisements influence to change your decision regarding the
Dairy Companies?

Answers No. of respondents

Yes 26
No 74

Interpretation:

Majority people say advertisements does not influence the decision consumer regarding the Dairy
Companies.

Q2. Does presence of any celebrity in the advertisements affects your opinion about the products?

Answers No. of respondents

Yes 69
No 31
 57

Interpretation:

Presence of any celebrity affects on the opinion of consumers about the product.

Q3. You choose Country Delight products based on:

Answers No. of respondents

Advertisement 31
Availability 24
Brand name 25
Family and Friend Suggestion 15
Price 5
 58

Interpretation:

According to survey I have found that there are 31% people choose Country Delight products based
on advertisement . Where 24% people say that they opt for availability of the products.

Q4. From where do you get information about the new product?

Answers No. of respondents

Television 42
Newspaper 26
Magazines 11

Internet 6
Peers( Family / Friends) 15

Interpretation:

A large size of population is influenced by Television and Newspapers.

 59

Q5. Do you talk to someone else about the Country Delight Ads?

Answers No. of respondents

Always 46
Sometimes 34
Never 20

Interpretation:

46% has suggested they are always ready to talk to someone else about Counrty Delight Ads. 34% has
suggested sometimes they would like to talk to someone else about Country Delight Ads.

Q6. What message you get from Country Delight ads.

Answers No. of respondents

Trying to create brand awareness 56
Cheaper than competitors 24
High quality 20
 60

Interpretation:

As per survey 56% people has suggested to create brand awareness , 24% has suggested that it should be
cheaper from competitors where as 20% has suggested that they need high quality.

Q7. What according to you are the causes of employee turnover?

Answers No. of respondents

Compensation package difference 8
Job and employee skill mismatch 17
Inferior facilities , tools, etc. 5
Less reorganization 12
Less or no appreciation for work done 7
Less growth opportunities 14
Poor supervision 37
 61

Interpretation:

From the above graph it has been found that, out of 50 employees, 37% believe in poor supervision , 8% believe
in compensation package difference, 17% believe in job and employee skill mismatch, 5% believe in inferior
facilities, 12% believe in less reorganization, 7% believe in less or no appreciation for work done and 14
believe in less growth opportunities. So, I can conclude that the employees are not more satisfied with the
employees turnover.

Q8. No. and percentage of consumer buying Country Delight products due to price, Brand name , Taste, Purity
and Quality.

Course of Buying No. of Consumers Percentage

Price 09 54
Brand Name 08 16
Taste 32 64
Purity 27 54
Quality 34 68
 62

Interpretation:

From the above table it is clear that the mostly 68% consumer buy Country Delight products due to its better
quality, 64% due to taste, 54% due to purity, 54% due its price and 16% due its brand name.

Q9. What is the Frequency of using the given Country Delight products?

Products Never Daily Weekly Monthly

Milk 10 80 5 5
Ghee 24 0 16 60
Dahi 5 35 30 30
Ice cream 15 20 40 25
Lassi 35 25 30 10
Paneer 10 5 35 50

Interpretation:
 63

According to the survey the frequency of using Country Delight products specially milk, 80% people use on
daily basis, whereas 60% Ghee products are being used on monthly basis as per other products such as Dahi,
Ice-cream, Lassi and Paneer are being used by people mostly on week and fortnightly basis.

Q10. Consumer percentage about Country Delight products when the other brands are liable at the same quality
they switch over?

Answers No. of consumers Percentage

Yes 16 32
No 34 68

Interpretation:

Above graph shows that 32% consumers would switch over when other brands are available in same quality
68% have no effect.
 64

CHAPTER- 6

CONCLUSION AND RECOMMENDATION

CONCLUSIONS

1. More products should be established to enhance the availability of Country Delight .

2. Make the customers aware about the Country Delight products through
different mode of advertisements.
3. There should be no leakage in the liquid milk and if the exists than these
packets should be replaced.
4. Packaging of the liquid milk should be reusable that helps to reduce the price of
the products.
5. There should be regular visit for getting the customer feedback about the
Country Delight products. This helps to know the changing demand of the
customers.
6. For fulfilling the increasing demand of milk the company should try to increase
the production.
7. Company should try to provide discount on bulk purchasing and also provide
some offers and schemes for sales promotion.

SUGGESTIONS

a. Customers are extremely satisfied with the products of company, so there

are very less suggestions and scope for improvement.
b. There must be fare view of the products to the customer
c. We can also try and tap the government employees who are at a good
position and have an interest in the Dairy products.
 65

CHAPTER – 7

BIBLOGRAPHY
BOOKS REFERRED

• Kothari, C.R., Research Methodology, New Delhi, Vikas Publishing House Pvt.
Ltd., 2008
• Kotler, Philip. , Marketing Management, New Delhi, Prentice-Hall of India Pvt.
Ltd., 2010
Customer awareness, New Delhi
Annual Reports of NIVESH.COM

• Adams Bob and Peter Veruki, Streetwise Hiring Top Performers, Adams
Media Corporation, 1st edition, January 1997.

• Adler Lou, Hire with your head: Using performance-based hiring to build
great teams, Wiley and Co, 3rd Edition, June 2007.

• Adler, N.J. International dimensions of organizational behavior., Kent

Publishing Company, 1991.

• AhrPaul R., AhrThomas B., Overturn Turnover: Way Some Employees Leave, Why
Some Employees Stay & Ways to Keep the Ones You Want to Stay, Causeway Pub
Co., December 2000.

Journals

• http://citeseerx.ist.psu.edu/viewdoc/downloa
d?
doi=10.1.1.651.8192&rep=rep1&type=pdf

• http://www.ijsrp.org/research-paper-0415/ijsrp-p40133.pdf

• http://www.iosrjournals.org/iosr-jbm/papers/Vol15-issue5/H01556067.pdf

• http://ijmrr.com/admin/upload_data/journal_Syamala%20%20%205Oct
%2014mrr.pdf

Magazines:
• India today
• Business world
• Annual report of COUNTRY DELIGHT
 66

• http://www.iosrjournals.org/iosr-jbm/papers/Vol15-issue5/H01556067.pdf

• http://ijmrr.com/admin/upload_data/journal_Syamala%20%20%205Oct
%2014mrr.pdf

Magazines:

• India today
• Business world
• Annual report of COUNTRY DELIGHT
 67

OUESTIONNAIRE

Personal Information

1) Name
2) Education
3) Occupation
4) Age
5) Sex(M/F)
6) Residential Address

Q1: Do sometimes advertisements influence to change your decision regarding the Dairy products?

a) Yes
b) No

Q2: Does presence of any celebrity in the advertisement affects your opinion about the products?

a) Yes
b) No

Q3: You choose Country Delight products based on:

 68

a) Advertisement
b) Availability
c) Brand name
d) Family and friend suggestion
e) Price

Q4: From where do you get information about the new product?

a) Television

b) Newspaper

c) Magazines

d) Internet

e) Peers ( Family/ Friends)

Q5: Do you talk to someone else about the Country Delight Ads?

a) Always
b) Sometimes
c) Never

Q6: What message you get from Country

Delight Ads?

a) Trying to create brand awareness

b) Cheaper than competitors
c) High Quality

Q7: What according to you are the causes of employees turnover?

a) Compensation package difference

b) Job and employee skill mismatch
c) Inferior facilities, tools , etc.
 69

d) Less reorganization
e) Less or no appreciation for work done
f) Less growth opportunities
g) Poor supervision
Q8: No. and percentage of consumer buying COUNTRY DELIGHT products due to price, brand
name, Taste, purity and Quality.

a) Price
b) Brand name
c) Taste
d) Purity
e) Quality

Q9. What is the frequency of using the given Country Delight products?
a) Milk
b) Ghee
c) Dahi
d) Ice cream
e) Lassi
f) Paneer

Q10: Consumers percentage about COUNTRY DELIGHT products when the other brands are liable at
the same quality they switch over?
a) Yes
b) No