Anil Final Project

CONTENTS
Chapter Page
Particulars
No. No.
1 Introduction 1-16
THEORITICAL BACKGROUND AND

3 16-20
LITTERATURE REVIEW
3 Research Design 20-48
4 Analysis and Interpretation 48-90
5 Findings, Conclusions and Suggestions 90-94
SS Annexure
Bibliography
Chapter 1
INTRODUCTION
PROFILE OF THE COMPANY
INTRODUCTION:-
Kolar District, which is also referred to as “Land of Gold” and “Land of
Silk” is unique in its identity. World famous Bharatharathna
Sir.M.Vishveswaraiah, Masti Venkatesh Iyengar & D.V.Gundappa are the
dignities presented by the District to our State Karnataka. Many visiting places
such as Nandi Hills, Kotilingeshwara, Kaiwara, Vidurashwatha, Chikka
Thirupathi, Kurudumale, Antharagange Falls, etc., have added to the popularity of
the District. There are no irrigation source such as perennial rivers & reservoirs in
the district, farmers are able to grow most of the food grains & vegetables just
with the help of bore well water & rain water. It has also made record in silk
production & famous as highest silk producing district in the state. By producing
more than 7 lakhs litres of milk per day it is popular as second highest milk
producing district in the state. Thus, its contribution in making India as World’s
highest milk producing country is memorable one.
BACK GROUND:-
Dairy development activity in the district was initiated during the year 1975
under IDA assistance as a part of Bangalore Milk Union Ltd., (BAMUL).
Subsequently, the District was bifurcated from an operational area of (BAMUL)
to form a separate milk union called (KOMUL) with effect from 01.04.1987.
Animal Husbandry is the most preferred allied activity in the district, which
contributes substantially to the total income of the district & dairy farming forms
the major activity in this sector. Dairy devel0ment activity in the district was
started during the year 1975 under IDA assistance as a part of (BAMUL)
Bangalore Milk Union Ltd
Kolar - Chikkaballapura District Co-operative Milk Producer’s Societies

Union Ltd. (KOMUL) is Karnataka’s 2nd highest milk producing district
organization. , which aims to provide remunerative returns to the farmers by
eliminating the middlemen & it also serve the interest of consumers by
providing quality milk & milk products, which are good value and good quality of
milk according to the value of money.
The KOMUL has a milk processing plant at Kolar with a handling

capacity of 25,000 litres/day & 3 chilling or cooling centers at Chintamani,
Gowribidanur, Sadali with handling capacity of 1,00,000 litres/day respectively.
At Kolar, the dairy is manufacturing butter, ghee, Peda, curds, cheese, masala
butter milk, UHT milk in addition to pasteurized toned milk & full cream milk.
DTM dobble tonned milk and SBM SAMRUDHI is being sold under the brand
name of “Nandini Good Life” & “Nandini Smart”.
KOMUL started marketing of liquid milk in polythene sachets in entire
Kolar And Chikkaballapura District and parts of Bangalore City since 1994. The
Mnemonic Symbol of national dairy development (NDDB) was adopted by the
union from April 2002 to market the liquid milk.
KOLAR DISTRICT STATISTICAL:-
 Geographical area of Kolar District: 8223 Sq. Kms.
 Inhabitant Villages : 3330
 Population : 28 Lakhs
 Rainfall: 750 mm.
 Functional MPCS : 1470
 Total membership: 2, 64,000.
 Cattle Population: 4, 20,000.
 Crose breed cattle:160000
 Average milk procurement per society : 432 Kg/day
 Daily procurement of milk about: 684594.
 Minimum price paid per Kg of milk is : Rs.20.40
KOMUL stands second place in Karnataka state as far as milk procurement &
first as far as the functional MPCS are concerned.
Status:-
Kolar and chikkaballpura District Co-operative milk producers union is
registered under Co-operative Societies Act after bifurcation from Bangalore
District Co-operative Milk Producers Union from 23.03.1987. The areas of
operation are restricted to Kolar District only having 3100 villages of 11 revenue
taluks.
ACHIEVEMENTS:-
 Community Milking Machines first time in India.
 Highest number of BMCS in the village after Gujarat.
 UHT Tetrapak plant first in Karnataka with variants “Good Life”, “Smart” &
“Slim.
 Union has implemented ‘Rain-water’ Harvesting system.
 Union has implemented “Total energy Management” at a dairy.
 Kolar Dairy with 3 milk chilling centers is certified for ISO – 9001-2000
 Farmers Health Insurance – “Yashaswini”.
VISION, MISSION, OBJECTIVE & FUNCTIONS

VISION:-
“Wish to grow into a model milk Co-operative in the Country”.
Vision 2020:-
Kolar will collect 20 lakhs Litres of milk/day. Entire milk will be collected
through bulk milk coolers, computerized systems at villages. Kolar milk quality
will be a global benchmark. Milk products manufactured from Kolar raw milk
will be of International Standards.
MISSION:-
The Mission of this Co-operative milk Producer’s Organization is to
eliminate middlemen & organize institutions owned and managed by the milk
producers by themselves by employing professionals. Achieve economies of
scale and to ensure maximum returns to the milk producers, at the same time
providing wholesome milk at a reasonable price to urban consumers. Ultimately,
the complex network of co-operative organization should build a strong bridge
between the rural producers & millions of urban consumers & helps to achieve
a Socio-economic revolution in the vicinity of the territory.
OBJECTIVES:-
Under the Co-operative Sector, Kolar Milk Union Ltd (KOMUL) is totally
autonomous organization. The authorized share capital of the union is 12cr and
the paid up share capital as at the end of March 2007 is Rs.11.25 Crores. The
entire paid up share capital is from members. In order to give more importance to
dairy farming activities in rural area and supplying quality dairy products to urban
areas at reasonable price, the KOMUL is functioning with the following
objectives:-
 The primary objective of dairy development program in Karnataka is to
improve dairy farming activities in the rural area by established milk
procedure Co-operative Societies (MPCS) in the villages based on Co-
operative principles and to supply genuine milk to all the cities in the state.
 Providing assured remunerative market for all the milk sold by the farmer
members.
 Organizing milk co-operative societies at village level and providing
extension service.
 To eliminate middlemen by organizing MPCS’s owned & managed by
them.
 To provide quality milk & milk products at reasonable price to urban
consumers.
 It helps to rural development by providing opportunity for self-
employment.
 To improve milk production, the union is providing technical input
services, artificial insemination, and fodder development, supply of
balanced cattle feed & imparting training to district co-operative societies.
 Finally the union facilitates a link between the producers at the village level
and the consumers at the urban level, which plays a major role in brining
out the socio-economic development of the society.
ACTIVITIES / FUNCTIONS OF KOMUL:-

 Procurement of milk & payment of fair prices to producers & societies.
 To encourage farmers by providing veterinary services & supply of green
fodder.
 Supply of artificial insemination (cow) to producers for good quality of
milk.
 Conduct Vaccination programs of cattle for all farmers.
 Provide first aid & medical facilities 24 hrs within the factory for the
employees & also to the producers for their cattle. They send doctors to
check the cattle.
ORGANIZATION STRUCTURE:-
The entire President who has been selected at the grass root level will
become the Directors of the union. The board of Directors will elect one person
as Chairman of the union. He and the board of directors ,
will hold the responsibility for organizing the operations of the union.
BOARD OF DIRECTORS:-
The Board of KOMUL constitutes five official members and eleven non-
official members. The official members include Managing Director elected by
non-official members, a nominee of National dairy development board and a
nominee of Karnataka Milk Federation, Deputy Registrar of Co-operative
Societies & Deputy Director of Animal husbandry.
The non-official directors are elected by the members of each Taluk thus
forming eleven directors, elected from among the Presidents of all the DCS of
Kolar District.
LIST OF THE DIRECTORS:-

Official Members:
1. Mr. K.L.Gajendra - Managing Director
2. Mr. R. Narayana Reddy - Nominee of NDDB
3. K. Yashodamma - Nominee of KMF
4. Mr. Jayaprakash Reddy - Deputy Registrar
Of Cooperative Societies
5. Mr. B. Munivenkatappa - Deputy Registrar of Animal
Husbandry
Non-Official Members:
1. Mr. K.V. Nagaraj - Chickaballapur
2. Mr. Manjunatha Reddy - Bagepalli
3. Mr. K. Gudiyappa - Sidlaghatta
4. Mr. Jaya Simha Krishnappa - Bangarpet
5. Mr. R. Krishnappa - Kolar
6. Mr. T.N. Rajgopal - Chintamani
7. Mr. K. Ramaiah - Malur
8. Mr. S. Ramesh - Gowribidanur
9. Mr. K.S. Nagaraj - Mulbagal
10. Mr. K. Ashwath Reddy - Gudibande
11. Mr. C. Munivenkatappa - Srinivasapur
COMPANY AT A GLANCE:-
NAME KOMUL
Date of Establishment 23rd August 1991
Date of functioning 2nd February 1994.
Location N.H.4 Huttur Post, Belanagahally, Kolar – 563 101.
Main dealing Milk & milk products.
Motto Quality & timely service.
Competitors Swastik, Arogya, Gold Field, Dodla, Heritage etc.
Suppliers Member & non-member Milk Producers of Co-
operative Societies.
Area covered 22 Acres
Investment Rs.5,43,48,374(in the form of Govt. Securities &
Bank Deposits)
Brand name Nandini
Trademark Moon & Cow
Employees Permanent employees 310
Contract employees 700
ABOUT MILK:-
Milk is almost a compelete food, with a very high nutritive value. Milk
gives A body building proteins and energy giving lactose and milk fat, bone
forming minerals & health giving Vitamins. All this nutrients are present helps
easily digestible and assailable form in milk and are therefore, it s very important
food, especially for childrens. It is also important for the elderly, the sick or the
pregnant women.
Milk comprises of water, fat & solid – not – fat (SNF). Milk is nutritionally
balanced when fat & SNF are in the right proportions. SNF is made up of
proteins, lactose & minerals. Normal cow milk contains about 4% fat & 8.5%
SNF, while buffalo milk contains about 7% fat & 9% SNF.
Of the average daily human requirements, a glass of milk (about 200 ml)
provides: - 16% Protein, 30% calcium, 11% Potassium, 20% Riboflavin, 13%
Vitamin B-12 & 25% Vitamin D.
UHT MILK:-
It means ultra high temperature heat-treated milk. The concept of UHT
milk is absolute i.e., bacteria free besides retaining the nutritional quality of milk.
During the process, milk is exposed to a temperature of 137ْ for 4 Sec &
immediately cooled to room temperature packing it aseptically.
At present 2 types of UHT milk are being produced, one is “Nandini Good
Life” with 3.6% Fat and 8.5% SNF and another one is “Nandini Smart” with
1.5% fat and 9% SNF. Nandini Smart being low fat product is good for health
conscious people. Both the milks can be stored for at least 45 days at room
temperature. It needs no boiling before drinking. On an average 25,000 of both
the milk is being sold per day.
The packing material used for UHT milk packing consists of 6 layers
consisting of polythene & aluminum foil & paper which prevents the entir of air,
water, light & bacteria there by keeping the milk well 60 level quality i.e., “it has
been achieved in UHT milk due to good quality initial raw milk. At least 70%
0of alcohol test negative raw milk is being used for ( UHT) processing to get good
quality products. The composition of milk is more nutritious and is as below.
Constituters Fat Minerals Proteins Lactose Water Total

Solids
Nandini 3.6% 3.5% 10.7% 4.3% 87.5% 12.1%
Goodlife
Nandini 1.5% 3.95% 0.75% 4.3% 89.5% 10.5%
Smart
PRODUCT PROFILE / IMAGE:-
The product portfolio of KOMUL is three-dimensional that is it has
breadth, depth and consistency. Breadth is measured by the variety of products
manufactured. Thus the breadth of KOMUL in its product portfolio is 5 that is
KOMUL deals with the products such as liquid sachets, Peda, curds sachets, ghee
& butter milk.
Depth refers to the assortment of different sizes, weight models offered

within each product. The depth in the products of KOMUL can be listed as
below:-
1) Liquid Milk:
Standard Milk Sachets - 1000ml.
- 500 ml sachets.
Toned Milk - 1000ml.
- 500 ml sachets.
Good Life Milk - 500 ml sachets.
2) Peda: - 10 pieces in a
Box - 250 Gms.
3) Curds - 200 ml sachets.
- 500 ml sachets.
4) Ghee - 200 ml sachets.
- 500 ml sachets.
-1000 ml sachets.
- 15 Kg. Tin.
5) Butter Milk Sachets - 200 ml sachets.
KOMUL’S MILK & MILK PRODUCTS PROFILE:-
The following are the varieties of milk & milk products presently processed &
packed at Kolar Dairy.
Milk Milk Products
Toned Milk Ghee
Standardized Milk Peda
Full Cream Milk Curd
Nandini Goodlife Butter milk
Nandini Smart Cheese (processed)
Nandini Slim Paneer
Goodlife Masti Dahi
Marketing is a most important factor in creation effective use of resources and that there in an
urgent need in the developing countries for balding up the supply of marketing manager.
Marketing in a comprehensive term and if including all resources and set of activities
necessary to direct and facilitate the flow of goods and service from procedure to consumer in
the process of distribution.
Modern marketing is really an effort to increase the market share for existing products at
the expenses of a competitor (or) in an expanding market but the challenge of a “growth
oriented” economy is to innovate new products and to create new markets.
Market:
The concept of exchange and relationship lead to the concept of a market. A market
is a set of actual and potential buyer of the products.
Definition: Marketing is a total system of business activities designed to plan. Price
promotes and distributes want satisfying goods and service to present and potential customers -
W.J Stanton.
Marketing consists of the performance of business activities that direct the flow of
goods and service from producers or suppliers to consumers or end – users” – American
Marketing Association.
Importance of marketing:
1) Help in achieving Organization objective
2) Provides goods and service as per the needs and wants of society
3) Standard of living of the people with increase
4) Economic growth of the company
5) It help to achieve maximum efficiency production and productivity
6) It helps in adaption of change in technology.
Functions of Marketing:
1) Purchasing: A Manufacture is required to buy raw material for production purpose

similarly a wholesale has to buy goods from manufacture for purpose of sales to retailer.
A retailer has to sell the goods to consumer thus function of buying have to be
performed at various levels
2) Assembling Function: Assembling is different and separate from buying. Buying

involves transfer of ownership of the goods from seller to the buyer whereas in
assembling goods are purchased from various source and assembled at one place to
other the requirement of the buyer
3) Transportation
4) Finaling
5) Risk taking
6) Storing / ware housing
7) Trading trade name
8) Packaging
9) Labeling
10) Service after sales
11) Inventory management
12) Production of Quality goods
13) Material handling
14) Advertisement
4Ps:
1) Product
2) Price
3) Place
4) Promotion
Product: What decisions relate to product or service range
Price: What price should be set for each product / service

Place: Identification and selection of channels for distribution and deciding what levels of
service are appropriate thus defining the logistics involved
Promotion: How to communicate with the target market and persuade the people concerned
to buy
Objective of Marketing:
1. Creation of Utility: It needs to satisfy various needs of consumer it can create time
utility from utility possession and place utility in this way demand of consumer is
satisfied.
 Place utility – It refers to movement of goods from producing center’s where

there is a demand for the products
 Time utility – It is some time the demand for the products increasing by this the
manufacture can profits in marketing the good in the period
 Possession utility – goods are transferred from seller to buyer here the ownership
of goods is transferred to the consumer
2. Cost reduction
In today’s world of business the cost is increased in marketing the goods such
as advertising, public promotional as invites etc.
3. Price stability
Marketing also aims at stabling prices for the benefit of products customer and
society in general
Perception:
“Perception can be defined as the process of receiving selecting organizing,

interpreting, checking and reacting to sensory stimuli or data”
- Udai Parrek and Others
Meaning- Perception varies from person to person each individual perceive differently
about the same situation. But more than that they assign different meaning to what they perceive
others perception-group perception can also influence one’s perception.
PERCEPTUAL PROCESS
Depicts the perceptual process that involves the receiving selecting organizing interpreting
checking and reacting to stimuli it is like a “input- through put and –output” process. The
stimuli or the instant can be considered as input i.e., the selection, organization and
interpretation as through puts and the ultimate behavior or response as out puts, this whole
perceptual process is represented in the figure- 2.1below.
Inputs Through puts Output (action

stimulus/instinct (selection, organizing, /response)
&interpretation)
Fig. perception process
a) Receiving stimuli: - the perception process starts with the reception of stimuli, stimuli
are things that evoke activity in living being. The stimulus are received from various
sources, through our five sensory organs, we see, hear small taste and touch things. In
this way, the reception of stimuli is a physiological aspects of perception process
b) Selection of stimuli: Individual in their everyday life is bombarded by various stimuli.

They cannot assimilate are what they observe or receive from the environment at a time.
Hence they select some stimuli for further processing and attach meaning to them,
generally, selection of stimuli depends upon two factors, internal factor and external
factors, while the external factor relate to intensity of stimuli.
c) Organization of stimuli- After selecting the stimuli, they need to be organized in some
from to assign meanings to them. Thus collecting the bits of information into
meaningful whole is called organization,
FACTORS INFLUENCING PERCEPTION:
Every individual in some way on the other way interacts with other individuals in order to
establish relationships with other individual this because of the independent nature of the
individuals.
Knowledge of the social behavior is developed among individuals who are constantly
involving in judging occurs, identifying individuals need and identification their thoughts and
felling. As per research there are many factors that are identified as influencing perception
only three major factors are considered here.
1. Factors related to the perceiver
First let us take the person who perceives the objects, events and
environment. The individual factors like the learning process motivational level
and the interest shown to the target act as primary indicator in affecting the
perception. The second factors are the inner needs and drives of the individual and
those constitute the personal factors of an individual.
2. Factors related to the person / object /situation perceived
Person depends on the cultural bade ground his/her Jestures. How he/she
interacts with others the facial expressions their voice and appearance matters a
lot in the process of perceiving the person / object / the situation is the target here.
For the object if depends on the colour size and shape matters and for the situation
if depends on the environment in which one could
3. Factors related to the environment
Environment refers to the social and physical work setting some might develop
a different perception about a girl who is introvert in the class and who argues
loudly with a guy in the supermarket? This is the situation. Individual tend to
market judgement regarding other based on situational factor. Now in the above
case the perception of the person who had watched the scene for the first time
would be that the girl is assertive this is due to the current situational factors.
Future growth of Komul/ KMF:
The growth over the year and activities undertaken by KMF is summarized briefly here
under
1976-77
Diary Co-operatives Nos 416
Membership Nos 37000
Milk procurement Kgs/day 50,000 3668314 /peak proc40.41
Milk sales Ltrs/ day 95050 2377364/curds2.2KPD
Cattle feed consumed Kgs/dcs 220 3046
Farmers Rs. Lakhs 0.90 449
Turnover Rs. Crores 3135.00
PERSPECTIVE PLAN 2010
After the concludes of OF-ITI project. Government of Karnataka & NDDB national dairy
development praogramme signed during Feb 2000 for future strengthen the dairy development
activities in Karnataka with an outlay of Rs.250 Crores. Consequent to the announcement of
new lending terms Sand condition by NDDB through an evolution of an action plan-
perspective 2010 to enable the dairy co operatives to face the challenges of the increased
demand for milk and milk products by following effort in the four major thrust areas of
strengthing the cooperative. Enhancing productivity managing quality and building the national
information network. Plans are under implementation. The 4 milk unions viz, Dharwad, &
Tumkur &, Bijapur and Gulbarga that were having accumulated losses so that they were
included for rehabilitation programme under the century sponsored scheme “Assistance to
cooperatives” which is also under implementation.
FUTURE VISION
To consolidate the pr0fits of dairying to achieved in the state of Karnataka and with a view
of efficiently chill process and market ever developing & increasing milk procurement with
an almost emphasis on the quality and in the process conserve the socio-economic interest of
rural milk producers. The government of Karnataka through KMF has projected to undertake
several projects with and technical support of NDDB for which an MOV was signed
between government of Karnataka and NDDB on 10th Nov 2004
ACHIEVEMENTS AND AWARDS
 In 1987 Bifurcation of the district from an operational area of Bangalore

Milk Union Ltd., (BAMUL) to form a separate milk union
 In 1999 Union started marketing Nandini Good life Milk.

 In 2001 started r inagrouted Animal Disease Diagnostic Laboratory @ Chintamani
Chilling
 2001 For the first-time in the history of Karnataka, inauguration of BMC centers in the
jurisdiction of KOMUL
 2001 Kolar Dairy certified for ISO-9002 Quality Management System
 2001 Inauguration of Community Machine Milking Parlors (centers).
 2002 implementation of TIFAC Project.
 In 2003 got 2nd place in Union bagged National Productivity Council Award
.
VISSION
 Kolar-Chickaballapur will collect 20 lakhs Lts. Milk/day
 Entire milk will be collected through bulk milk coolers computerized systems at villages
 Kolar-Chickaballapur milk quality will be a global benchmark
 Milk products manufactured from Kolar raw milk will be of international standards.
SHARE CAPITAL
Union started with a Share Capital of Rs. 8.56 Lakhs, which was transferred from (BOMUL)
Bangalore District Milk Union. The Share Capital of the Union at present is Rs.1175.63 Lakhs.
CHAPTER 2
REVIEW OF LITERATURE
2.1 Introduction :
Systematic planning of vari0us dairy development programs in the
country, have resulted in highest level of milk production of 100-09 M.T year
(2009-10). The higher ever all over the work. The dairy Co-operatives in
Maharashtra in general and Satara district in particular have succeeded in
bringing “ The White Revolution” at the doorstep of the farmers. From the
point of view of the farmer members, of the dairy co-operatives, the present
scenario prevailing in the dairy industry is for more encouraging and conducive
than what is was in the nineteenth century.
Of the eleven dairy co-operatives unions in the district the 5 unions are
already closed. Whereas six unions are working. The gap between requirement
and the availability of milk underlined the need of increase in the production,
procurement, processing and marketing of the milk. The number of dairy
cooperatives
unions in the district showing the declining trend, which is certainly
not a healthy sign this therefore require a probe into problem of dairy cooperative
along with their performance. So as to know why the number of dairy
co-operative is decreasing. The present study undertaken by the researcher or is
in view of the above consideration and therefore the study has been undertaken
to know the problems of such co-operative unions.
This chapter throws light on the literature available on dairy cooperatives
in the form of resource articles, published books, Journals etc. and
so on.
2.2.1 Dinesh Kumar Bharati, Chandra Sen. have studied state wise details
of primary milk supplying societies in India, They found phenomenal progress
in those societies. They conclude, the consistent efforts are needed to achieve
the sustainable growth in milk production. The farmer started milk production
on commercial base as a result of efforts taken by the dairy co-operatives. They
found that there is a greater scope to develop dairy industry as second
important enterprise of our country.
2.2.2 H.S.K.Tangirala brought out the importance of co-operatives in

providing opportunities to women particularly in rural area and their
socioeconomic
improvement. However he found that women are not bereft of
several benefits. Prominent among them are gender discrimination in the
volume of workload, wage gap, participation and power sharing. Therefore, the
author suggested improvement in women access to resources and leadership,
saving and credit facilities and encouraging more women to participate in the
functioning of co-operatives.
2.2.3 D.Narayana - pointed out that large number of households belonging to

the backward castes, being less educated and small holding are not able to
participate in dairying on the basis of recent study of two dairy co-operatives in
Gujarat, he argued that inequality in land ownership caste, Illiteracy and
undemocratic functioning of dairy co-operatives are barriers to entry, illiteracy
might not be the factor in Kerala but land ownership could be one of the factors
influencing the entry of the farmer in dairying. He revealed that women have
devoted considerable time on dairying irrespective of whether they are reported
as working or non-working. It shows great role of women in keeping cattle.
The initiatives undertaken such as Malbar Rural Development
Foundation for improving the dairy farm are welcome as they go beyond taking
care of dairy animals but they cannot address the problems of poor and landless
as their participation in dairying is considerably low. This needs to be kept in
mind while planning welfare interventions.
2.2.4 L.Mahalingaiah, B.V.Venkate Shaiah, H.Arun kumar, K.Jayraj Rao

has studied the “Environmental Management in Dairy Industry”. They
conclude in this article that waste presentation has been an active concern of
dairy sector, The incentive for dealing with waste reduction in dairy plants can
be achieved in “economic gains in term of milk solids conservation, easier
compliance with legislation and good marketing advantages”.
The ESM is an ongoing interactive process, The structure, responsibilities,
practices, procedures, resources for implementation of environmental policies,
objective and target can be co-ordinated,with development of an environmental
management programme, The EMS emphasized review of its objectives for
continual improvement.
2.2.5 N.Periyansami he has written article on “Co-operative Dairy -A boon to

Indian formers” This paper aims to give a picture of co-operative dairying in
India. India has become number one milk producer in the world. The increase
in the quantity of milk production over the period is mainly due to the
operation flood program (white revolution) which comes under co-operative
ambit, the number of co-operative milk societies, number of members and milk
production have increased with the implementation of this program.
He concluded performance of milk producers, co-operatives, their role
in co-operative development of rural economy and the benefits, analysis of
these societies at micro level has become matter of a considerable interest,
dairy co-operatives have multiple linkages in development of agriculture,
employment, income, health and sanitary conditions, nutrition and education
level in the rural India. The main objective of rural producer co-operative
societies is to safeguard and protect the interest of milk producers, organize
marketing facilities for members and fetch them remunerative prices for milk.
Now each village in India probably has milk producers co-operative society.
Therefore dairy co-operative are more suitable for rural development in
developing countries like India.
2.2.6 M.S.Ramananda, S Mahendra Kumar have undertaken study of

Karnataka Co-operative Milk Producers Federation Ltd.(KMF).He stated KMF
is an Apex dairy in Karnataka representing dairy formers co-operative. It is
third largest diary co-operative in the country. In south India it stands first in
terms of procurement as well as sales. The brand “Nandini” is a household
name for pure and fresh milk and milk products.
Author studied the growth of dairy co-operatives in Karnataka.
Emphasis of the paper is on working of women dairy co-operative societies
located in southern Karnataka, selected society recorded good result during the
study period.
2.2.7 Dr.A.M.Gurav, highlights the “Challenges Before Dairy Co-operative”.

He points out the challenges about cost of milk procurement, process cost,
Labor cost, Lack of professional management etc. He found delay in decision,
not giving much attention towards gross route level PDCS. He suggested that
dairy co-operative should keep aside political interference and professional
management should be adopted, all cost should be reduced and the loyalty of
members to dairy co-operatives should be developed.
2.2.8 Narendra Singh, D. S. Sohi, Samar Singh- write in their article “Eextension
in dairy farming- An approach towards its Revitalizations” Dairy
farmers need to be supported with the interactive information, knowledge and
skill to adopt improved technologies that resulted in profit oriented dairying.
Characteristics that are productivity enhancing, for that Radio, Television,
computer and Internet, Telephone and mobile, call centers are very useful.
They concluded that across the globe, countries have recognized
information technology (IT) as an effective tool in catalyzing the economic
activities in efficient management in developing human resources. The dairy
extension system will provide a powerful tool to the extension functionaries
and dairy farmers for exact, fast, accurate, cost effective, and efficient two-way
communication necessary for the overall improvement in dairy farming
business. The proposed e-dairy extension model has lateral integration of new
and old technologies . therefore it is expected to deliver better results.
2.2.9 Harish Damodaran says in his article “Pure Dairy farming: An idea
whose time has come”. Milk is number one form of commodity in India other
than wheat, rice, sugarcane, cotton or oilseeds. Milk excites neither
policymaker nor corporate. The planner sees dairying as basically subsidiary
activity to agriculture but milk producer do not get reasonable price for their
product. In India small producers procure milk and sell it in market but there is
not pure dairying farm just like Soudi Arebia, Denmark, Switzarland etc. so he
suggests to open pure dairy farming but nobody can be successful unless he
loves his work.
2.2.10 Dr.P.A.Koli says in his article “Dairy Development in India and
Challenges” about challenges in the nature of entry of private dairies. Low
qualities of milk, more passive membership in societies in villages, low
investment in Research and Development, undesirable politics etc. He
suggested amalgamation of dairy societies in village; develop a self financial
model, brand development and quality control etc. He concludes that the dairy
co- operatives in India are facing several challenges. However the united
efforts will help them to service in future. They need to apply scientific and
professional management.
2.2.11 Shri. U.R.Gotkhindikar - He writes in his article on “Milk and Milk

Products and Prevention of food adulteration Act.” As per his information
number of food manufacturer or milk and milk product operator were found
not aware of basic prevention of food laws, so he provide basic information
about prevention of food adulteration act. If any food article is manufactured
and sold in contravention of the provisions of section 7. It is an offence
punishable by court of low, paralytics depend upon the extent of adulteration
and nature of offense. Therefore it is necessary to know what is meant by an
adulterated food, so that the food industry and trade will be fulfilling
obligations toward the consumers by giving them wholesome pure food as well
as taking care of their own safety, and lastly he advises to dairy to keep in mind
compliance of provisions in carrying out all the operations concerning milk and
milk products.
2.2.12 Dr.B.S. Benni writes in his article “Resources use efficiency and
members of MPCSs in Karnataka” The researcher selected 20 MPCSs and 160
members of MPCSs in Dharwad and Uttar Kanada district. He consider some
important resources in relation with MPCSs i.e. milk animal resources land
resources labor resources, human resources utilization etc. He observed that
overall, per family milk animal owned in Dharwad district are higher (4.25
animals). The land resources are highly asymmetrically distributed among
different categories of sample members. The education level of farmers is high
in big farmers in the Dharwad district (up to high school and above).
Enrollment of male and female in dairying is high . It shows that comparatively
female members are more involved in dairying activities. He concluded that,
the members of MPCSs of Dharwad district are ahead in all the resources and
its utilization than the member of Uttar Kanada district.
2.2.13 Dr.Vivek kshirsagar he pointed out in his article “Problems of Dairy

Co-operative Societies and Unions” some problems i.e. number of dairies in
one village, milk and milk business order 1992, difficulties in investment,
planning, marketing of milk and milk products, milk rate etc. He also suggested
remedies to solve the problems, those are one village one dairy, planning of
investment, Co-operation among co-operatives, marketing system of milk and
milk product and Clean milk program etc.
2.2.14 K. R. Rao, K. Swaroopa Rani As per their article, The unemployment

problem increases year by year. It is big challenge faced by the nation. The
rate of employment growth fell from 2.70 percent to 1.07 percent per annum
between 1993-94 and 1999-2000, the main reasons are frequent draughts and
variations in agriculture, growth, migration of agricultural cultivators to urban
areas, slow down in investment in agriculture and allied activities but dairying
is playing an important role in farmers life by providing supplementary income,
Dairying can solve the problems of unemployment to some extent. Livestock
sector provides employment to 18 million people (1993-1994) and nearly 70
percent of them are women. The dairy sector supports around 1.23 crore
members/ farmers through 1.13 lack co-operative societies existing in the
country. Apart from employment generated by rearing of animal, the
procurement of milk and its processing also provides substantial employment.
The Indian dairy industry is facing challenges from consumers who have
awareness about the quality and safety of the product consumed by them. The
consumers are also willing to pay premium for the quality. India is lagging
behind due to lack of quality measures resulting in the product with presence of
high bacteria count and hazardous effects of residual pesticides. To overcome
the present situation the following areas require immediate remedial action on
the part of dairy entrepreneurs.
1. Management of animals and surrounding
2. Personnel Management
3. Hygienic milking and animal care.
4. Collection, cooling and storage at collection point and transportation.
2.2.15 R.D.Biradar has studied the impact of dairy development on the rural
households regarding income, employment, assets improvement and milk
consumption and it was found that dairy co-operative have made positive
impact on the member of farmers as well as non members farmers also,
therefore the nonmember formers should adopt dairy occupations.
2.2.16 Deepak Shah writes in his article the different price structure of milk.
The offer prices of marketing agencies both for cow and buffalo milk were
high in extension area as compared to control areas in all seasons. It is clear in
market survey. It was commercial outlook of producers that help them to
practice dairy profession on efficient line.
The price offered by the middleman in control area was lowest, even
through the milk producer continue selling milk to middleman, It is because of
advance money they pay and milk is collected at the doorstep of producers.
It is found that price fluctuation is related with the seasons. In the
organized sector milk prices fluctuation was not so wide. Milk co-operative had
a positive impact on production as well as on market surplus. This is more
manifested in the rainy and the winter season than that in the summer.
2.2.17 Rolly Kanchan and Pawan Shukla: He write in his article. The
development is the progress of man, as a social being and therefore socio
economic progress of rural areas is of crucial importance in developing country
like India which is predominantly rural. It depends on people’s participation in
economic activity by increasing the output, equity in sharing, benefit of growth
and self reliance. An unified approach at village level need not be multi
dimensional complex affair but can be very simple activity. This article interest
around to scrutinize the impact of annual dairy on the socio economic
development of the villagers in Anand taluka.
Amul dairy come into existence on December 14, 1946 under the banner
of Kaira Co-operative Milk Producers Union Limited. Dairy has done the
task of organizing the villages economically resulting even to social
integration, Prior to coming of Amul dairy, farmers of the district depended on
the seasonal crops, and villagers supplied milk to private milk traders but after
establishment of this dairy, it made integral developments in the rural areas.
The success of Amul, which inspired the “Operation flood” and heralded the
“White Revolution” not only in the district but also in the country. Amul
provided number of facilities to the milk producers.
Lastly he concluded dairy lays lot of emphasis on live stock, quality
milk production, but less on education and health of villagers. It has been
suggested by the villagers that free primary education facilities should be
provided by these Societies and National Dairy Development Board. The
cooperative
society, which look into the education and welfare and the villagers,
should take care in this connection and female literacy rate should definitely
improved. The health care delivery system for the villagers should also be
promoted, finally we can say Amul dairy has acted as a growth center in the
taluka and has provided the villagers with facilities like veterinary dispensaries,
credit and banking facilities and physical infrastructure.
2.2.18 Kurien V. In this convocation address at Dharam singh Derat Institute

of Technology; Nadiad, laid more emphasis on the use of advanced technology
for the betterment of mankind, along with the development of infrastructure.
Use and advancement of technology in the cities are found on every walk,
However, our farmer produce daily necessary items to our lives, using tool and
technology that are centuries old. He further stresses the need of making rural
people aware of the modern technology in order to gain its benefits to them and
bring the real development in reality. This can be done through rural cooperative
where, he expresses, this technology can be afforded and used for all
concerned.
2.2.19 Dr.U.M.Shah: said in his key note address in the two day national
seminar on “Challenges Before Dairy Co-operative in India”. Organized by the
Department of Economics; Shivaji University, Kolhapur.
Under Anand co-operative pattern, an integrated approach linking
production, procurement, processing and marketing of milk through cooperative
channels have not only speeded white revolution but has significantly
generated income and employment opportunities for rural families. Dairy
cooperatives
have given opportunity to weaker sections and women to associate
with dairy farming, The dairy co-operative structure helps to increase per
animal and per thousand productivity . Now co-operative are making their
brands in the world milk market.
He stated, the future for dairy co-operative is very bright only when the
scientist, technologists and professionals work together. Indian farmers and
government should concentrate to equip new generation best human resources.
The task before Indian dairy industry is not only to remain the biggest but also
to the best.
2.2.20 N. K. Kole, B. G. Bourude : have under taken study of dairy cooperatives

to examine the financial position and the operational efficiency.
They found that the dairy co-operative have less number of member producing
milk. Therefore, collection of milk remained very low. The dairy co-operatives
in the region have made progress in respect of membership, share capital,
reserve fund, borrowing, turnover and net profit during the early eighties.
Therefore they recommended that more emphasis should be given on milk
collection and milk processing. This will provide additional employment and
income to the rural population and facilitate upliftment of rural economy.
2.2.21 Dipak B.Bhamare: revealed that the dairy development activity show
increasing trend throughout Maharashtra state. However, he found imbalance
in the region in dairy development. Therefore, he suggested the implementation
of some special package in the region in which dairy development activity is at
lower level (eg. Amaravati, Nagpur and Mumbai regions) that will help to
balance development through dairy co-operative.
2.2.22 Ranjit Kumar and A. K. Sharma have studied “Dairy Co-operative as

an Instrument of Social and Economical Change in rural areas in India- A Case
study”. This study was undertaken in Nalanda district of Bihar, India. The
study revealed that level of investment in dairy enterprise per household was
1.34 times higher in beneficiary (Rs.28908) than non beneficiary (Rs.21566)
households. Better quality milk animal maintained by landless cattle owners
and marginal farmers. Higher productivity of milk animal was recorded for
beneficiary households to non beneficiary households. Moreover, dairy
cooperative
have resulted in introduction and dissemination of improved
technologies in area. Milk production was almost double in beneficiary
household (7.80 liter) compare to non beneficiary households (3.91liter) and
marketed surplus was 3.66 times higher in beneficiary households (567 liter)
than non beneficiary households (1.57 liter).
Lastly they concluded that co-operative stimulated self employment and

assured income throughout the year by provision of critical input and
marketing facilities. They have been successful in improving socio-economic
status of rural poor, comprising of landless households, marginal and small
farmers there by satisfying the social objectives of equity at the same time,
dairy co-operative have resulted into introduction and dissemination of
improved technologies in the area. Thus dairying through co-operative network
has been successful in increasing milk production, providing rural employment,
alleviating poverty and insuring equitable distribution in income, Moreover the
rural people have provided their capability to generate self employment and
income through co-operatives. The need of the hour is to increase them to
perpetuate and develop network of dairy co-operative in such areas which are not
so far covered.
2.3 Book Review :
2.3.1 Dr.Dipak Bhamare : has under taken the study on “Co-operative Dairy
Development in Maharashtra”. An analytical study of achievement in Dhule
District, for Ph.D. degree Then he wrote a book named “Economical and Social
Development through dairy co-operatives” for that opinion poll taken by the
researcher about socio-economic and political awareness created among the
members through their dairy co-operative, It shows that the socio-economical
and political impact has been very strong. The impact has been assessed for
different categories of members such as female, backward class and non
backward farmers. The findings are, members become aware of new plans and
programmes of their development, their desire to make higher yield and earn
more money has gone up. Socio-political impact of dairy co-operative on their
members is also significant; almost all the categories of members, decision
making ability of the members are improved. Responsible citizenship and
group of leadership has developed and dairy co-operative has improved the
socio-economic status of their membership.
The Government of Maharashtra has introduced number of schemes

relating to dairy development. Including implementation of operation flood. It
is only through the support of Union and State Government that dairy
development could take place in state, but offer that non support of government
policy number of societies joining into guidance not only in Dhule district but
also all over in the state. The department of co-operative societies is very
negligent in registering the co-operative societies. There is lack of co-operation
between the agencies raging audit objection and those seeking complaint of
audit report is one of the greatest lacuna in the government policy which lead to
repetitions of the same audit objection year after year. This does not allow the
quality of audit report to improve.
Lastly he concluded that co-operative dairy societies in economically,
industrially and socially backward district of Dhule have been performing an
important role in obtaining permanent source of income in the rural area. The
geographical constitution, the available of natural resources, human power and
rich cattle health indicate that dairy forming was carried on since ancient time
in Dhule district for development of dairy farming, Maharashtra government
has set up a special port folio under minister and has passed several
legislations, giving several subsidies to the dairy co-operative societies and it
also setup government milk scheme as a result Maharashtra is third in India in
the field of milk collection.
2.3.2 V. M. Rao - has undertaken Comparative Study of Entrepreneurial

Development of Male and Female in Karwar District. It is found that women
are equally capable and in some cases have performed better than men
managed domestic organizations like milk societies. These organizations
succeeded to great extent in providing social and economical empowerment
and income; thereby the women have got economic independence. They
boosted self-confidence among them and they are participating in decision
making process. Necessary training should be given to women and
disadvantaged women should be given opportunities to work in PDCSs as
secretaries and testers.
2.3.3 Deepak Shah has undertaken study on the “Problems and Prospects of
Dairy Co-operatives in Maharashtra”. He found that the progress of Operation
Flood Program all over the state has been quite commendable. Apart from the
increase in production, per capita consumption of milk is increased to a great
extent due to increased number of village co-operatives. However, performance
of many of the milk co-operatives in the state is tardy and dismal. This is
evident from the fact that only two regions in the state are contributing about
80% of the state total production and procurement of milk through the
organized structure. This reflects inefficiency of large number of dairy
cooperatives
in other region of the state. Poor procurement of milk in majority
regions of the state is due to differential price structure and mismanagement of
co-operatives.
He has stressed the need of professional management in dairy cooperatives,
timely provision of veterinary services to the beneficiaries, higher
price of milk, provision of technical services to the milk producers and
producer-friendly approach in order to succeed the ‘Operation Flood
Programme’ in the state as well as in the nation which will strengthen the rural
economy.
2.3.4 Mohan Pd.Shrivastava, Jaishankar Singh: They wrote a book on

“Dairy Development in the New Millennium”. The second white revoluation.
They explain that the Indian dairy sector, with an annual production of 96
million metric tons, is the largest in the world. Currently dairy is the India’s
second largest food expenditure category, after cereals, according to 18 percent
of the total food expenditure during the last three decades. Indian agriculture
has undergone a huge transformation. Mainly through technological
innovation, resulting in green, white, blue, yellow rather rainbow revolution in
different aspect of food production.
It is known fact that in India “White Revolution” become a reality

greatly due to the dairy Co-operative movement pioneered initially by AMUL
(Anand milk union limited) Amul pattern now become famous in some other
part of the country. This ultimately led to the setting up of National Dairy
Development Board (NDDB) with its headquarters at Anand, Gujrat. It is not
just a coincident that free India’s two great personalities viz. the first union
home minister late Sardar Vallabhbhai Patel and second prime minister, shri.
Lal Bahadur Shashtri, Provided the original concept of Amul and the NDDB.
Dairying should be helpful in removing poverty and unemployment
There is an urgent need for organized dairy marketing from stage of production
to marketing and profitable utilization of dairy products, modern management
and technical process in relation to production, processing, transportation,
promotion and distribution, cost benefit analysis, price incentives, technical
inputs etc. need fresh evaluation and in depth micro explanation.
They also wrote detailed information about, white revoluation, need,
objectives and significance, role of dairy farming in economic development,
dairy development in five year plan, Dairy co-operative education / training
and dairy technology development, package program for dairy development
and operation flood and white revaluation in the 21st century and lastly they
made suggestions as follows.
1. The 21st century belong to customers, Internet, revolution, e-commerce
and obtain of trade barriers through WTO, has reduced the world global
village in true sense. The consumer has plenty of options now.
Therefore only the best is in terms of quality, service and cost is going to
last in the competition.
2. Standardization and quality management system play a major role in
technology effecting economy in production and competitiveness.
3. Consumer must be contacted for their comment about the milk product
quality to locate deficiencies, if any, for further improvement. All cases
must be attended with proper care.
4. Under this changed situation, positive scientific distribution

management system is required to the exercise for safe distribution ,
stocking and sale of dairy product, Accordingly, adequate facilities must
be insured at every level of marketing network.
5. With the beginning of new millennium, the role of marketing in the milk
business assumes greater significance.
6. Government of India must try to simplify the procedure for recessing
funds. They should also insist on conduction of concurrent evaluation
while the projects are in progress.
2.2.1 Dinesh Kumar Bharati, Chandra Sen. have examined state shrewd subtleties
of essential milk providing social orders in India, They found exceptional advancement
in those social orders. They finish up, the steady endeavors are expected to accomplish
the practical development in milk generation. The rancher began milk creation
on business base because of endeavors taken by the dairy co-agents. They

discovered that there is a more prominent extension to create dairy industry as second
imperative endeavor of our nation.
2.2.2 H.S.K.Tangirala drew out the significance of co-agents in
giving chances to ladies especially in provincial territory and their financial
improvement. Anyway he found that ladies are not deprived of
a few advantages. Unmistakable among them are sex separation in the
volume of outstanding task at hand, wage hole, interest and power sharing. In this way, the
creator proposed improvement in ladies access to assets and administration,
sparing and credit offices and urging more ladies to take an interest in the
working of co-agents.
2.2.3 D.Narayana - called attention to that extensive number of family units having a place with
the retrogressive stations, being less taught and little holding are not ready to
take an interest in dairying based on late investigation of two dairy co-agents in
Gujarat, he contended that disparity in land possession station, Illiteracy and
undemocratic working of dairy co-agents are obstructions to passage, absence of education
probably won't be the factor in Kerala however land proprietorship could be one of the elements
impacting the section of the rancher in dairying. He uncovered that ladies have
dedicated impressive time on dairying independent of whether they are accounted for
as working or non-working. It demonstrates incredible job of ladies in keeping dairy cattle.
The activities attempted, for example, Malbar Rural Development
Establishment for improving the dairy ranch are welcome as they go past taking
care of dairy creatures however they can't address the issues of poor and landless
as their interest in dairying is extensively low. This should be kept in

mind while arranging welfare intercessions.
2.2.4 L.Mahalingaiah, B.V.Venkate Shaiah, H.Arun kumar, K.Jayraj Rao
has considered the "Ecological Management in Dairy Industry". They
deduce in this article squander introduction has been a functioning worry of
dairy part, The motivating force for managing waste decrease in dairy plants can
be accomplished in "financial gains in term of milk solids protection, simpler
consistence with enactment and great advertising points of interest".
The ESM is a continuous intelligent procedure, The structure, duties,
rehearses, methodology, assets for execution of ecological strategies,
goal and target can be co-ordinated,with advancement of an ecological
the board program, The EMS underlined audit of its targets for
nonstop improvement.
2.2.5 N.Periyansami he has composed article on "Co-employable Dairy - A help to
Indian formers" This paper expects to give an image of co-employable dairying in
India. India has turned out to be number one milk maker on the planet. The expansion
in the amount of milk creation over the period is for the most part due to the
task flood program (white unrest) which goes under co-usable
ambit, the quantity of co-usable milk social orders, number of individuals and milk
generation have expanded with the execution of this program.
He closed execution of milk makers, co-agents, their job
in co-usable advancement of provincial economy and the advantages, investigation of
these social orders at small scale level has turned out to be matter of an extensive intrigue,
dairy co-agents have numerous linkages being developed of horticulture,

work, salary, wellbeing and clean conditions, sustenance and training
level in the country India. The primary target of provincial maker co-employable
social orders is to defend and secure the enthusiasm of milk makers, sort out
advertising offices for individuals and bring them gainful costs for milk.
Presently every town in India presumably has milk makers co-usable society.
In this manner dairy co-usable are progressively reasonable for provincial improvement in
creating nations like India.
2.2.6 M.S.Ramananda, S Mahendra Kumar have attempted investigation of
Karnataka Co-usable Milk Producers Federation Ltd.(KMF).He expressed KMF
is an Apex dairy in Karnataka speaking to dairy formers co-usable. It is
third biggest journal co-usable in the nation. In south India it stands first in
terms of acquirement just as deals. The brand "Nandini" is a family unit
name for unadulterated and crisp milk and milk items.
Creator considered the development of dairy co-agents in Karnataka.
Accentuation of the paper is on working of ladies dairy co-usable social orders
situated in southern Karnataka, chose society recorded great outcome amid the
examine period.
2.2.7 Dr.A.M.Gurav, features the "Difficulties Before Dairy Co-employable".
He calls attention to the difficulties about expense of milk obtainment, process cost,
Work cost, Lack of expert administration and so on. He discovered deferral in choice,
not giving much consideration towards gross course level PDCS. He proposed that
dairy co-employable should keep aside political impedance and expert
the board ought to be received, all expense ought to be diminished and the faithfulness of
individuals to dairy co-agents ought to be created.
2.2.8 Narendra Singh, D. S. Sohi, Samar Singh-write in their article "Eextension
in dairy cultivating A methodology towards its Revitalizations" Dairy
ranchers should be upheld with the intuitive data, learning and
ability to embrace improved innovations that brought about benefit situated dairying.
Attributes that are efficiency upgrading, for that Radio, Television,
PC and Internet, Telephone and portable, call focuses are valuable.
They presumed that over the globe, nations have perceived
data innovation (IT) as a compelling apparatus in catalyzing the financial
exercises in productive administration in creating HR. The dairy
augmentation framework will give an amazing asset to the expansion functionaries
what's more, dairy ranchers for precise, quick, exact, practical, and effective two-way
correspondence vital for the general improvement in dairy cultivating
business. The proposed e-dairy augmentation display has parallel coordination of new
also, old advancements . subsequently it is relied upon to convey better outcomes.
2.2.9 Harish Damodaran says in his article "Unadulterated Dairy cultivating: A thought
whose time has come". Milk is number one type of ware in India other
than wheat, rice, sugarcane, cotton or oilseeds. Milk energizes not one or the other
policymaker nor corporate. The organizer considers dairying to be fundamentally backup
action to agribusiness yet drain maker don't get sensible cost for their
item. In India little makers get milk and offer it in market however there is
not unadulterated dairying ranch simply like Soudi Arebia, Denmark, Switzarland and so forth
so he
recommends to open unadulterated dairy cultivating yet no one can be fruitful except if he
cherishes his work.
2.2.10 Dr.P.A.Koli says in his article "Dairy Development in India and
Difficulties" about difficulties in the idea of section of private dairies. Low
characteristics of milk, progressively uninvolved enrollment in social orders in towns, low
interest in Research and Development, bothersome legislative issues and so on. He
recommended amalgamation of dairy social orders in town; build up a self monetary
show, brand advancement and quality control and so on. He reasons that the dairy
co-agents in India are confronting a few difficulties. Anyway the assembled
endeavors will assist them with servicing in future. They have to apply logical and
proficient administration.
2.2.11 Shri. U.R.Gotkhindikar - He writes in his article on "Milk and Milk
Items and Prevention of nourishment contaminated Act." according to his data
number of nourishment maker or milk and milk item administrator were found
not mindful of essential counteractive action of sustenance laws, so he give fundamental data
about avoidance of sustenance contaminated act. In the event that any nourishment article is
made
furthermore, sold in negation of the arrangements of segment 7. It is an offense
deserving of court of low, disabled people rely on the degree of corruption
furthermore, nature of offense. Hence it is important to realize what is implied by an
debased sustenance, with the goal that the nourishment business and exchange will satisfy
commitments toward the shoppers by giving them healthy unadulterated sustenance also
as dealing with their very own security, and in conclusion he encourages to dairy to remember
consistence of arrangements in completing every one of the tasks concerning milk and
milk items.
2.2.12 Dr.B.S. Benni writes in his article "Assets use effectiveness and
individuals from MPCSs in Karnataka" The analyst chose 20 MPCSs and 160
individuals from MPCSs in Dharwad and Uttar Kanada locale. He think about a few
essential assets in connection with MPCSs for example milk creature assets land
assets work assets, HR use and so on. He saw that by and large, per family milk creature
possessed in Dharwad region are higher (4.25
creatures). The land assets are exceptionally unevenly disseminated among
diverse classifications of test individuals. The training dimension of ranchers is high
in enormous ranchers in the Dharwad area (up to secondary school or more).
Enlistment of male and female in dairying is high . It demonstrates that similarly
female individuals are increasingly engaged with dairying exercises. He inferred that,
the individuals from MPCSs of Dharwad region are ahead in every one of the assets and
its usage than the individual from Uttar Kanada locale.
2.2.13 Dr.Vivek kshirsagar he called attention to in his article "Issues of Dairy
Co-usable Societies and Unions" a few issues for example number of dairies in
one town, milk and milk business request 1992, challenges in venture,
arranging, advertising of milk and milk items, milk rate and so on.
CHAPTER 3
RESEARCH AND DESIGN
RESEARCH:-
According to D.Slesinger & M.Stephenson in the encyclopedia of Social

Sciences define research as “The Manipulation of things, concepts or symbols for
the purpose of generalizing to extend correct or verify knowledge, whether the
knowledge aids in construction of theory or in the practice of an art”.
Title of the Study:-

A study on “Consumer Perception” towards Nandini Products at Komul
METHDOLOGY
Questionnaire method was adopted for this study field work was carried out in
Chickaballapur respondents were asked to fill the questionnaire information this
collected constitute primary data secondary data was gathered from paper journals
project report magazines and research paper
Objectives of the Study:-

 To find out the consumer perception towards Nandini milk products.
 To study the competition of milk.
 To know the popularity of Nandini milk products.
 To know the advertisement effectiveness.
 To know the consumer satisfaction level towards quality and offer available
of Nandini milk products.
 To find out response of target customer towards Nandini milk products.
Scope of the study
The study was confined to 50 respondents this study is helpful to find out
the reason for perception towards Nandini products. The study was focused only
on respondents of consumer perception. The study will help the dealer to
understand and to improve the positive perception towards Nandini products.
SAMPLING PLAN
Population- Sampling is selected from a few respondents in local area whose

respondents would represent the major marketing.
Sample technic-Tools and techniques for data the data collected for this study
was collected from various sources. They were mainly collected from both
primary and secondary sources.
Sample size - this research is done with the population of 50 samples
Data Collection
1) Primary data;
Data from primary sources was collected through personal interviews. Internet
schedule was made use of conduct the interview. The personal interview was
selected as it is convenient to handle, it is both versatile and flexible.
The questionnaire was also assimilated and edited before tabulation. The data was
further organized, processed and tabulated.
2) Secondary data
Secondary data was collected from journals, literature, and company profile
and various magazines and news paper.
LIMITATIONS OF STUDY
 Due to short period of time and cost involvement being study was
confined to certain specific areas.
 The questionnaire is limited 50 respondents which is very small
compared to area of population. Hence the sample size may not be truly
representative.
 Information obtained from the respondents may change with changing
taste like performance become condition areas and market segmentation.
Chapter scheme:-
 Chapter 1- gives a brief explanation about the KMF industry and company profile. It
also include the financial statement of the company.
 Chapter 2- is all about the theoretical background of the study and literature reviews.
 Chapter 3- explain problem statement, for the study, objectives and scope on the studies,
research methodology and limitations of the study.
 Chapter 4 -talks about the data analysis and interpretation and statistical tools.
 Chapter 5 -gives summary of finding, conclusions and suggestion.
STUDY ON CONSUMER PERCEPTION TOWARDS NANDINI PRODUCTS AT KOMUL
CHAPTER 4
ANALYSIS AND DATA COLLECTION
1) GENDER
Table No.1
Number of respondent Percentage
Male 25 50%
Female 25 50%
Total 50 100%
Analysis: the table showing 25 respondents belongs to Male remaining and

25 responds belongs to Female.
Interpretation: majority of respondents are both male and female that is

50% each.
GRAPH SHOWING THE GENDER WISE CLASSIFICATION OF

RESPONDENTS.
VPCMS
No. of Respondent
60
50
40
30 Male
Female
20
10
0
Male Female
2) THE TABLE SHOWING AGE GROUP OF RESPONDENTS
Table No.2
Number of Percentage
Respondents
a) 15-25 35 70%
b) 25-35 6 12%
c) 35-40 5 10%
d) 40 and above 4 8%
Total 50 100%
Analysis: The table showing 35 Respond analysis age group of 15-25, 6

Responded analysis to age group of 25-35, 5 Responded analysis to age group of
35-40, 40 and above Responded analysis to age group of 4.
VPCMS
Interpretation:
Majority of Respondents are 15-25 that is 70%.
GRAPH SHOWING THE AGE GROUP OF RESPONDENTS.
70
60
50
15-25
40
25-35
30 35-40
40 and above
20
10
0
15-25 25-35 35-40 40 and above
THE TABLE SHOWING EDUCATION OF EACH RESPONDENTS
Table No. 3
No. of Respondent Percentage

a) SSLC 4 8%
b) Under graduate 21 42%
c) Graduate 16 32
d) Post graduate 5 10%
e) Others 4 8%
Total 50 100%
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Analysis: The table showing 21 respondents are belongs to under graduates. 16

Respondents belongs to graduate, 5 respondents belong to Post graduate, 4
Respondent belongs to SSLC, and 4 Respondent belongs to others.
Interpretation: Majority Respondents are 15-25 that is 70%.
GRAPH SHOWING THE EDUCATION RESPONDENTS.
45
40
35
30
SSLC
25 Under graduate
20 Graduate
15 Post graduate
10 Others
0
SSLC Under Graduate Post Others
graduate graduate
THE TABLE SHOWING FAMILY INCOME
Table No.4

a) Below 5,000 8 16%
b) 5,000-10,000 15 30%
c) 10,000-15,000 15 30%
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d) 15,000 above 12 24%

Total 50 100%
Analysis: The table showing is Respondents are income group of 5,000 to 10,000,
15 Respondent income groups of 10,000 to 15,000, and 12 Respondent income
groups of 15,000 above, 8 Respondent income group of below 5,000
Interpretation: Majority of Respondent are in between 5,000 to 10,000 and

10,000 to 15,000 that is 30% each
GRAPH SHOWING THE INCOME WISE CLASSIFICATION OF

RESPONDENTS.
30
25
20 Below 5,000
15 5,000-10,000
10,000-15,000
10 15,000 above
5
0
Below 5,000 5,000-10,000 10,000-15,000 15,000 above
THE TABLE SHOWING OCCUPATION OF EACH RESPONDENT
Table No.5

a) Business men 13 26%
b) Student 30 605
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c) Employee 2 4%
d) House hold 2 4%
e) Others 3 6%
Total 50 100%
Analysis: The table showing 30 Respondent belongs to are Students
13 Respondent are Business man, 3 Respondent Others, 2 Respondent Employee,

2 Respondent House hold
Interpretation: Majority of Respondent are Students that is 60%
GRAPH SHOWING THE OCCUPATION OF EACH RESPONDENTS.
60
60
50
40 26
30
20 6
4 4
10
0
Business Student Employee Others
men
Business men Student Employee Others
TABLE SHOWING TYPE OF BRAND OF MILK ARE USING
Table No-6

a) Nandini 33 66%
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b) Swastika 0 0%
c) Tirumala 3 6%
d) Arogya 1 2%
e) Ordinary milk 12 24%
f) Gemini 0 0%
g) Others (specify) 1 2%
Total 50 100%
Analysis: The total showing 33 Respondent are in Nandini
12 Respondent ordinary milk
3 Respondent Tirumala
1 Respondent Arogya
1 Respondent Others
Interpretation: Majority of Respondent are preferring Nandini milk that is 66%.
GRAPH SHOWING THE BRAND OF MILK USING
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No. of Respondent
70
60
50
Nandini
40
Thirumala
30 Arogya
Ordinary milk
20
Others
10
0
Nandini Thirumala Arogya Ordinary milk Others
THE TABLE SHOWING RESPONDENT
Table No.7

a) Buy another brand 17 34%
of milk
b) Go to another shop 29 58%
c) postponed the 1 2%
purpose
d) Reduce the 3 6%
consumption
Total 50 100%
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Analysis:29 Respondent are go to another shop and 17 Respondent buy another

brand of milk. 3 Respondent reduce the consumption quantity only 1 Respondent
postponed the consumption quantity
Interpretation: Majority of Respondent are prefer to buy particular product i.e.

58%.
GRAPH SHOWING THE RESPONDENTS
58
60
50
34
40
30
20
10
2 6
0
Buy another brand of milk Go to another shop

Postponed the purpose Reduce the consumption quantity
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THE TABLE SHOWING ATTITUDE OF TOWARDS FROM NANDINI

MILK
Table No. 8

a) Costly 15 30%
b) Reasonable 18 36%
c) Affordable 17 34%
d) Cheap 0 0%
Total 50 100%
Analysis: The table showing is Respondent the price of milk is Reasonable. 17

Respondent are saying price of Nandini milk Affordable. 15 Respondent are
telling the price of the Nandini milk is costly.
Interpretation: Most of the Respondent attributes towards Nandini milk is

Reasonable i.e. 36%
GRAPH SHOWING THE ATTITUDE TOWARDS PRICE OF NANDINI

MILK
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No. of Respondent
37
36
35
34
33
Costly
32
31 Reasonable
30 Affordable
29
28
27
Costly Reasonable Affordable
THE TABLE SHOWING OPINION ABOUT QUALITY OF NANDINI

MILK
Table No. 9

a) Better 10 20%
b) Good 30 60%
c) Satisfactory 10 20%
d) Poor 0 0%
Total 50 100%
Analysis: The table showing 30 Respondent is saying the quality of Nandini milk
good
10 Respondent are saying the quality of Nandini milk is better
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10 Respondents are saying the quality of Nandini milk is satisfactory
Interpretation: Majority of Respondent opinion about the quality of Nandini

milk is good that is 60%
GRAPH SHOWING THE OPINION ABOUT QUALITY OF NANDINI

MILK
60
50
40
Better
30 Good
Satisfactory
20
10
0
Better Good Satisfactory
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THE TABLE SHOWING BRANDS OF MILK CEREMONIES
Table No.10

a) Nandini 37 74%
b) Swastika 1 2%
c) Tirumala 2 4%
d) Arogya 0 0%
e) Ordinary milk 10 20%
f) Gemini 0 0%
g) Other (specify) 0 0%
Total 50 100%
Analysis: The table showing 37 Respondents prefers Nandini milk only
10% Respondent preferring ordinary milk
2% Respondent preferring Tirumala milk
1% Respondent preferring swastika
Interpretation: Majority of Respondent they preferred brands of milk for

ceremonies is Nandini i.e.74%
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GRAPH SHOWING THE BRAND OF MILK CEREMONIES
No. of Respondent
80
70
60
Nandini
50
Swastika
40
Tirmala
30
Ordinary milk
20
10
0
Nandini Swastika Tirmala Ordinary milk
THE TABLE SHOWING INFLUENCE YOU TO PURCHASE NANDINI

MILK
Table No.11

a) Friends 7 145
b) Relatives 9 18%
c) Advertisement 30 60%
d) Others 4 8%
Total 50 100%
Analysis: The table showing 30 Respondents is influence by Advertisement.
9 Respondent influences by relatives
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7 Respondent are influenced by friend and only 4 Respondent are influenced by

other.
Interpretation:
Majority of Respondent they preferred to purchase Nandini milk by seeing

Advertisement i.e. 60%
GRAPH SHOWING THE INFLUNCE YOU TO PURCHASE NANDINI

MILK
70
60
50
40 Friends
Relatives
30
Advertisement
20 Others
10
0
Friends Relatives Advertisement Others
THE TABLE SHOWING MADE OF PURCHASE
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Table No.12

a) Cash 50 100%
b) Credit 0 0%
Total 50 100%
Analysis: The tables showing the mode of purchased 50 Respondent are ready to
purchase to paying cash
No one Ready to purchase by credit
Interpretation:
Majority of Respondent are ready to buy Nandini products by cash itself i.e. 50%
GRAPH SHOWING THE MODE OF PURCHASE
100
Cash
50
0
Cash
TABLE SHOWING HOW MANY YEARS THEY ARE USING NANDINI

MILK
Table No.13
VPCMS

a) Less than 6 months 15 30%
b) More than 6 months 6 12%
c) More than 3 years 21 42%
d) More than 5 years 8 16%
Total 50 100%
Analysis: The table showing 21Respondent are using Nandini milk from fast 3
years and 15 Respondents are using fast 6 months, 8 Respondent are using more
than 5 years, 6 Respondent are using more than 6 months.
Interpretation: Majority of Respondents are using more than 3 years i.e. 42%
GRAPH SHOWING THE HOW MANY YEARS THEY USING NANDINI

MILK.
No. of Respondent
50
40
30
Less than 6 months
20
more than 6 months
10
more than 3 years
0
more than 5years
Less than 6
more than
months more than
6 months more than
3 years
5years
THE TOTAL SHOWING OPINION ABOUT THE NANDINI MILK?
VPCMS
Table No. 14

a) Good 23 46%
b) Satisfactory 26 52%
c) Not- Satisfactory 1 2%
Total 50 100%
Analysis: Table showing 26 Respondent are satisfied and 23 Respondents are

selling good only one Respondent not satisfied
Interpretation: Majority of Respondent are saying there opinion as satisfactory

i.e.52%
GRAPH SHOWING THE OPINION ABOUT THE NANDINI MILK
2%
No. of Respondent
46%
Good
52%
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THE TABLE SHOWING ATTRIBUTES OF THE PURCHASE OF

NANDINI MILK
Table No.15
Excelle Good Fair Poo Total Percentage Total

nt r Excellent Good Fair
Poor
Price 1 25 24 0 50 2% 50 48 0 100
% % %
Quality 8 36 6 - 50 16% 72 12 - 100
% % %
Brand 14 27 9 50 28% 54 18 - 100
% % %
Good 9 29 11 1 50 18% 58 22 2% 100
packing % % %
Advertise 12 26 8 4 50 24% 54 16 8% 100
ment % % %
Consistenc 9 25 13 3 50 18% 50 26 6% 100
y of milk % % %
Interpretation
The above table shows that only 2% of Respondents are preferring excellent. 50%
Respondent are good 48% of Respondent opinion is fair about process
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GRAPH SHOWING THE ATTRIBUTES OF THE PURCHASE OF

NANDINI MILK
120
100
80
60
40
20
Poor 2 8 6
Fair 48 12 18 22 16 26
Good 50 72 54 58 54 50
Excellent 2 16 28 18 24 18
THE TABLE SHOWING RECOMMENDED OF NANDINI MILK
Table No. 16

a) Yes 45 90%
b) No 5 10%
Total 50 100%
Analysis: The tables showing 45 Respondent are ready to recommend the Nandini
milk there family and others Only 5 Respondent not ready to recommend
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Interpretation: Majority of Respondent recommended Nandini milk to their

family that is 90%
THE GRAPH SHOWING RECOMMENDED OF NANDINI MILK?
Series 1
10%
Yes
No
90%
TABLE SHOWING ADVERTISEMENT OF NANDINI MILK?
Table No. 17

a) Good 17 34%
b) Normal 10 20%
c) Effective 15 30%
d) Need improvement 8 16%
Total 50 100%
Analysis: The table showing 17 Respondent saying Advertisement is good
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15 Respondent are saying is effective
10 Respondent are saying is Normal
8 Respondent are saying need to improve
Interpretation: Majority of Respondents are saying good about the Nandini milk
Advertisement i.e.34%
THE GRAPH SHOWING ADVERTISEMENT OF NANDINI MILK
40 34
30 30
20
20
16
10
0
Good
Normal
Effective
Need
Improvement
Good Normal Effective Need Improvement
THE TABLE SHOWING SATISFIED WITH CONSISTENCE OF THE

NANDINI MILK
Table No.18
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a) Yes 47 94%
b) No 3 6%
Total 50 100%
Analysis: The table showing 47 Respondent are satisfied the with the consistency
Only 3 Respondent are not satisfied
Interpretation: Majority of Respondents are satisfied with consistency Nandini

milk that is 94%
THE GRAPH SHOWING SATISFIED WITH CONSISTENCY OF THE

NANDINI MILK
100
80
60 Yes
40 No
20 No. of Respondent
0
Yes No
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THE TABLE SHOWING NANDINI BRAND CHANGED RECENTLY
Table No.19

a) Yes 4 8%
b) No 46 92%
Total 50 100%
Analysis: The tables showing 4 Respondent are preferring to change to Nandini

brand and Respondent satisfied of Nandini milk
Interpretation: Majority of Respondents say that they didn’t change their brands
i.e.92% that is they are still using Nandini brand only.
THE GRAPH SHOWING NANDINI BRAND CHANGED RECENTLY
Sales
8%
Yes
NO
92%
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THE TABLE SHOWING REASON FOR NANDINI MILK
Table No.20

a) High cost 2 50%
b) Bad packaging 1 25%
c) Poor quality 1 25%
d) Lack of consistency 0 0%
e) Lack of availability 0 0%
Total 4 100%
Analysis: The tables showing 2 Respondents changed Nandini brand because of

high cost
1 Respondents changed because of bad packing.
1 Respondents because of poor
Interpretation: Majority i.e. 50% of Respondents are changing Nandini brand

because of high cost.
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GRAPH SHOWING THE REASON FOR NANDINI MILK:
50%
45%
40%
35%
30% High cost
25% Bad packaging
20% Poor quality
15%
10%
5%
0%
High cost Bad packaging Poor quality
VPCMS
VPCMS
CHAPTER 5
FINDING SUGGESTION AND CONCLUSION
FINDINGS:
1. Majority i.e. 70% of the Respondents are belong to the age group of 15 to
25 years
2. 42% of the Respondents are graduate
3. 30% of the Respondents Income levels is 5,000 to 10,000
4. 60% of the Respondents are students
5. Majority 66% of the Respondents are using Nandini milk
6. 36% of the Respondents said that price of Nandini milk price is Reasonable
only 30% Respondents opinion is price is costly
7. 60% of the Respondents are said that quality of Nandini milk is good
8. 74% of the Respondent are preparing to purchase Nandini milk only
9. 60% of the Respondents came to know about Nandini milk through

advertisement
10.100% Respondents are preparing cash purchase is best
11.42% of the Respondents are used Nandini milk from 3 years
12.52% of Respondents are satisfactory and 46% of Respondents opinion is

good
13.90% of Respondents are ready to recommended to family and others
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14. 34% of Respondents said Nandini milk is good
15.94% of Respondents are satisfied with the consistency of Nandini milk
16.92% of Respondents are not interested to change the Nandini brand
17.Only 8% of Respondents are interested because of lack of availability
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SUGGESTIONS:
1. Television advertisement will increase to attract new customers
2. If possible reduce the price without affecting quality
3. Increasing the production capacity and also increase yard outlets in rural
areas
4. Improvement in packaging is required and introduced new packaging

style
5. Improvement required for other products of Nandini like Butter, Ghee,

Curd
6. Try to produce the Nandini products which should shifts to rural

environment with reasonable price
7. Employ the representative to the respected area out led to know more
about our product
8. They should be provide as given importance on test and flavors
9. The company can provide specially discounts to rotary club

schools…..etc. on bulk purchase especially at the time of republic day,
Independence day and others such special days [festival] times to
discount
Conclusion:
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 Nandini products has already captured the major portion of the market in
the Karnataka to maintain and capture the remaining portion of market
are acquiring throughout the year there is a requirements of
Advertisement in television, newspapers etc. and also should maintain

the quality of the products equally.
 The marketing strategies adopted by KOMUL Dairy following through

process of agents wholesalers dealers and retailers
 A Nandini is dominating in the market field of milk almost all the milk
sellers have been using Nandini milk apart from the other brands like
Arogya, Jersey, Dodla and many more
 From the study it was sellers are satisfied for delivery timing both
morning and evening
 The demand of Nandini is high in market among other brands due to

brand image create by the Nandini over period of time
Overall I conclude that consumer perception towards Nandini products

is very good and I expect in future they will improve to capture
international market and satisfy customers by providing quality
products.
ANNEXURES
VPCMS
Annexure
Respected sir,
I hear by request your good self and submitted that ANIL N. Of final
M.B.A. is currently pursuing the project entitle “A consumer perception towards
Nandini products at Komul”. The project work necessitates gathering of
information to analyze the factors responsible for topic. To acquire analytical,
research, presentation and communication skill, the project report preparations
vital and essential.
The research student is very much in need of data. Kindly supply the
information required by filling I enclosed question. We assure your good self. The
data supplied will be used for academic purpose and will be kept confidential.
Assured kindly to the need full to this research scholar.
Thanking you,
Your’s faithfully
ANIL N
VPCMS
QUESTIONNAIRE
Dear Sir/ Madam
I am ANIL N a student of MBA under VISVESVARAYA

TECHNOLOGICAL UNIVERSITY. This Market survey on “Consumer
perception” towards Nandini Products on behalf of KOMUL. I request you to
spend a small portion of your precious time to answer the following questions and
provide relevant information
1. Name : _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _
Date: _ _ _ _ _ _ _
2. Address:_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _
_________________________________
Mobile No: _ _ _ _ _ _ _ _ _ _ _ _ _ _ _
3. Gender: Male [ ] Female [ ]
4. Age
a) 15-25 [ ] c) 35-40 [ ]
b) 25-35 [ ] d)40 and above [ ]
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5. Education:
a) SSLC [ ] c) Graduate [ ]
b) Under graduate [ ] d) Post graduate [ ]
e) Others [ ]
6. Family Income
a) Below 5000 [ ] c) 10000-15000 [ ]
b) 5000-10000 [ ] d) 15000 above [ ]
7. Occupation
a) Business men [ ] c) Employee [ ]
b) Student [ ] d) House hold [ ] e) Others [ ]
8. Which brand of milk are you using?
a) Nandini [ ] e) Ordinary milk [ ]
b) Swastika [ ] f) Gemini [ ]
c) Tirumala [ ] g) Others (specify)________
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d) Arogya [ ]
9. If your choice of milk is not available in nearby shop will you
a) Buy another brand of milk [ ]
b) Go to another shop [ ]
c) Postponed the purpose [ ]
d) Reduce the consumption quantity [ ]
10.What is your attitude towards price of Nandini milk?
a) Costly [ ] c) Affordable [ ]
b) Reasonable [ ] d) Cheap [ ]
11.What is your opinion about the quality of Nandini milk?
a) Better [ ] c) satisfactory [ ]
b) Good [ ] d) poor [ ]
12. Which brand of milk preferred for ceremonies?
a) Nandini [ ] e) Ordinary milk [ ]
b) Swastika [ ] f) Gemini [ ]
c) Tirumala [ ] g) Others (specify)________
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d) Arogya [ ]
13.Who influenced you to purchase Nandini milk?
a) Friends [ ] c) advertisements [ ]
b) Relatives [ ] d) others [ ]
14.Which mode of purchase do you prefer?
a) Cash [ ]
b) Credit [ ]
15.Since how long have you been using Nandini milk?
a) Less than 6 months [ ]
b) More than 6 months [ ]
c) More than 3 years [ ]
d) More than 5 years [ ]
16.After having used the Nandini milk what is your opinion?
a) Good [ ] c) not satisfactory [ ]
b) Satisfactory [ ]
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17.Rank the following attributes when you purchase Nandini milk
SI No: Attributes Excellent Good Fair Poor

1 Price
2 Quality
3 Brand
4 Good Packing
5 Advertisement
6 Consistency of
milk
18.Will you recommended Nandini milk to your family
a) Yes [ ] b) No [ ]
19. What do you say about the advertisement of Nandini milk?
a) Good [ ] c) effective [ ]
b) Normal [ ] d) Needs Improvement [ ]
20. Have you satisfied with the consistency of the Nandini milk?
a) Yes [ ] b) No [ ]
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21.Have you changed Nandini brand recently?
a) Yes [ ] b ) No [ ]
22.If ,yes specify the reason
a) High cost [ ] c) poor quality [ ]
b) Bad packaging [ ] d) lack of consistency [ ]
e) Lack of availability [ ]
23.If any suggestion please specify.
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________
____________________________
(Signature)
BIBILOGRAPHY
VPCMS
BIBLIOGRAPHY
Sl. Name of the Author Edition Publication

No. Book
1. Marketing Reddy and 2005 Himalaya
Management Appainaiah Publication
2. Organizational Reddy and 2000 Himalaya
Behavior Appainaiah and Publication
Kavitha
Web Address: www. Komul .Com
List of charts
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CHA PA
RT PARTICULARS GE
No. NO.
1 CHART SHOWING GENDER WISE CLASSIFICATION 51

OF RESPONDENTS
2 CHART SHOWING AGE WISE CLASSIFICATION OF 53

RESPONDENTS
3 CHART SHOWING EDUCATION OF EACH 55

RESPONDENTS
4 CHART SHOWING INCOME WISE CLASSIFICATION 57
5 CHART SHOWING OCCUPATION OF EACH 59

RESPONDENT
6 CHART SHOWING BRAND OF MILK USED 61
7 CHART SHOWING RESPONDENTS 63
8 CHART SHOWING ATTRIBUTE TOWARDS PRICE OF 65

NANDINI MILK
9 CHART SHOWING OPINION ABOUT NANDINI MILK 67
10 CHART SHOWING BRANDS OF MILK 69
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11 CHART SHOWING THE INFLUNCE OF PURCHASED 71

OF NANDINI MILK
12 CHART SHOWING MODE OF PURCHASE 73
13 CHART SHOWING HOW MANY YEARS THEY ARE 75

USED NANDINI MILK
14 CHART SHOWING OPINION ABOUT THE NANDINI 77

MILK
15 CHART SHOWING ATTRIBUTES OF THE PURCHASE 80

OF NANDINI MILK
16 CHART SHOWING RECOMMONDED OF NANDINI 82

MILK
17 CHART SHOWING ADVERTISEMENT OF NANDINI 84

MILK
18 CHART SHOWING SATISIFIED WITH CONSISTENCY 86

OF NANDINI MILK
19 CHART SHOWING NANDINI BRAND CHANGED 88

RECENTLY
VPCMS
20 CHART SHOWING REASON FOR NANDINI MILK 90
List of Tables
CHA PA
RT PARTICULARS GE
No. NO.
1 TABLE SHOWING GENDER WISE CLASSIFICATION 50

OF RESPONDENTS
2 TABLE SHOWING AGE WISE CLASSIFICATION OF 52

RESPONDENTS
3 TABLE SHOWING EDUCATION OF EACH 54

RESPONDENTS
4 TABLE SHOWING INCOME WISE CLASSIFICATION 56
5 TABLE SHOWING OCCUPATION OF EACH 58

RESPONDENT
6 TABLE SHOWING BRAND OF MILK USED 60
7 TABLE SHOWING RESPONDENTS 62
VPCMS
8 TABLE SHOWING ATTRIBUTE TOWARDS PRICE OF 64

NANDINI MILK
9 TABLE SHOWING OPINION ABOUT NANDINI MILK 66
10 TABLE SHOWING BRANDS OF MILK 68
11 TABLE SHOWING THE INFLUNCE OF PURCHASED 70

OF NANDINI MILK
12 TABLE SHOWING MODE OF PURCHASE 72
13 TABLE SHOWING HOW MANY YEARS THEY ARE 74

USED NANDINI MILK
14 TABLE SHOWING OPINION ABOUT THE NANDINI 76

MILK
15 TABLE SHOWING ATTRIBUTES OF THE PURCHASE 78

OF NANDINI MILK
16 TABLE SHOWING RECOMMONDED OF NANDINI 81

MILK
17 TABLE SHOWING ADVERTISEMENT OF NANDINI 83

MILK
VPCMS
18 TABLE SHOWING SATISIFIED WITH CONSISTENCY 85

OF NANDINI MILK
19 TABLE SHOWING NANDINI BRAND CHANGED 87

RECENTLY
20 TABLE SHOWING REASON FOR NANDINI MILK 89
VPCMS

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CONTENTS

THEORITICAL BACKGROUND AND

3 Research Design 20-48

4 Analysis and Interpretation 48-90

5 Findings, Conclusions and Suggestions 90-94

PROFILE OF THE COMPANY

Kolar - Chikkaballapura District Co-operative Milk Producer’s Societies

The KOMUL has a milk processing plant at Kolar with a handling

VISION, MISSION, OBJECTIVE & FUNCTIONS

ACTIVITIES / FUNCTIONS OF KOMUL:-

LIST OF THE DIRECTORS:-

Constituters Fat Minerals Proteins Lactose Water Total

Depth refers to the assortment of different sizes, weight models offered

Milk Milk Products

Toned Milk Ghee

Standardized Milk Peda

Full Cream Milk Curd

Nandini Goodlife Butter milk

Nandini Smart Cheese (processed)

Nandini Slim Paneer

Goodlife Masti Dahi

1) Help in achieving Organization objective

3) Standard of living of the people with increase

4) Economic growth of the company

5) It help to achieve maximum efficiency production and productivity

6) It helps in adaption of change in technology.

1) Purchasing: A Manufacture is required to buy raw material for production purpose

2) Assembling Function: Assembling is different and separate from buying. Buying

6) Storing / ware housing

7) Trading trade name

10) Service after sales

11) Inventory management

12) Production of Quality goods

13) Material handling

Product: What decisions relate to product or service range

Price: What price should be set for each product / service

 Place utility – It refers to movement of goods from producing center’s where

“Perception can be defined as the process of receiving selecting organizing,

- Udai Parrek and Others

Inputs Through puts Output (action

Fig. perception process

b) Selection of stimuli: Individual in their everyday life is bombarded by various stimuli.

FACTORS INFLUENCING PERCEPTION:

1. Factors related to the perceiver

2. Factors related to the person / object /situation perceived

3. Factors related to the environment

Future growth of Komul/ KMF:

Diary Co-operatives Nos 416

Membership Nos 37000

Milk procurement Kgs/day 50,000 3668314 /peak proc40.41

Milk sales Ltrs/ day 95050 2377364/curds2.2KPD

Cattle feed consumed Kgs/dcs 220 3046

Farmers Rs. Lakhs 0.90 449

Turnover Rs. Crores 3135.00

PERSPECTIVE PLAN 2010

ACHIEVEMENTS AND AWARDS

 In 1987 Bifurcation of the district from an operational area of Bangalore

 In 1999 Union started marketing Nandini Good life Milk.

 Kolar-Chickaballapur will collect 20 lakhs Lts. Milk/day

 Kolar-Chickaballapur milk quality will be a global benchmark

2.2.2 H.S.K.Tangirala brought out the importance of co-operatives in

2.2.3 D.Narayana - pointed out that large number of households belonging to

2.2.4 L.Mahalingaiah, B.V.Venkate Shaiah, H.Arun kumar, K.Jayraj Rao