By : Mayank PatelSubject : S.I.P

Class : MBA (Marketing Management)Roll number : 16

Presantation on Dahi consumption survey

Introduction Milk Milk is a nutritious liquid that is secreted by mammals and used to

feed their young, and as food by human beings. As an example, farmers keep herds of dairy cows, sheep, and goats for the spurpse of collecting milk.

Milk industry India has now become one of the largest producers of milk and value-

added milk products in the world. During 1997-98, the State had 60 milk processing plants with an aggregate processing capacity of 5.8 million litres per day. In addition to these processing plants, 123 Government and 33 co-operatives milk chilling centres operate in the State. With the increase in milk production. Maharashtra now regularly exports milk to neighbouring states. `

Mother Dariy Milk IndustryGujarat Cooperative Milk Marketing Federation Ltd.

(GCMMF), is India's largest food product marketing organization. Its daily milk procurement is approx 30 lakh lit per day from village milk cooperative societies, 17 member unions covering 31 districts, and 3.37 million milk producer members.

Mother dairy development is a three-tiered structure with the dairy cooperative societies at the village level federated under a milk union at the district level and a federation of member unions at the state level.

 

GCMMFThe GCMMF is the largest food products marketing

organisation of India. It is the apex organisation of the dairy cooperatives of Gujarat. It is the exclusive marketing organisation for products under the brand name of Amul and Sagar. Over the last five and a half decades, dairy cooperatives in Gujarat have created an economic network that links more than 3.1 million village milk products with millions of consumers in India] Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF), is India's largest food product marketing organisation with annual turnover (2014-15) US$ 3.4 billion. Its daily milk procurement is approx 14.85 million lit per day from 18,536 village milk cooperative societies, 17 member unions covering 31 districts, and 3.37 million milk producer members. More than 70% of the members are small or marginal farmers and landless labourers including a sizeable population of tribal folk and people belonging to the scheduled

Amul Dairy

It is the Apex organisation of the Dairy Cooperatives of Gujarat, popularly known as 'AMUL',which aims to provide remunerative returns to the farmers and also serve the interest of consumers by providing quality products which are good value for money. Its success has not only been emulated in India but serves as a model for rest of the World. It is exclusive marketing organisation of 'Amul' and 'Sagar' branded products. It operates through 56 Sales Offices and has a dealer network of 10000 dealers and 10 lakh retailers, one of the largest such networks in India. Its product range comprises milk, milk powder, health beverages,ghee,butter,cheese,Pizzacheese,Icecream, Paneer, chocolates, and traditional Indian sweets, etc.

Mother dairy

Mother dairy, manufactures, markets & sells milk and milk products including cultured

products, ice creams, paneer and ghee under the Mother Dairy brand. The Company also

has a diversified portfolio with products in edible oils, fruits & vegetables, frozen

vegetables, processed food like fruit juices, jams, pickles etc.

a wholly owned subsidiary of the National Dairy Development Board (NDDB) of India.

Products:-

Fruit pulp and concentratesLiquid Milk.Ice CreamsFlavored MilkDahiLassiMishti DahiGheeWhite ButterTable ButterUHT Milk

Vision :- Provide quality food and beverages to consumers at affordable prices while ensuring fair returns to the producers.

. Mission:- Mother Dairy’s heritage is intrinsically linked to the cooperative movement in India. With determination & pride we will continue to serve our farmers, rural India & our consumers. Our values reflect who we are & what we firmly believe in.

Dahi

Dahi is a major dairy product in india and staple part of the diet.it can be consumed

In differ ways according to regional and consumer prefrences

Dahi industry Dahi is consumed by most Indians after their meal. It is generally

accepted to cool the body in tropical climates, to counter the generally spicy cuisine of India and is nutritious. Dahi powder is a high nutrition product having long shelf life. This is a novel technology that makes use of powder to make dahi(curd) instantly. Even though powder is used, the taste and texture of curd is preserved. A great product for the health conscious. It is a fat-free product.

Mother dairy dahi

Absolute delicious with a rich and creamy texture, mother dairy dahi is uniformly thick consistent and natural, without the use of any preservatives. Mother dairy dahi is made Frome pasteurized standardized milk which contains 4.5% milk fat and 10% milk snf.Not only does it test great, it also aids digestion by maintaining balanced microflora inThe intestine and suppressing the growth of undesirable pathogenic bacteria.

Types of Dahi Plain DahiMasti DahiProbiotic DahiFlavoyo yoghurt(Dahi)

It has been reported that the method for the preparation of dahi varies from one place to another in terms of heat treatment given to milk, type and quality of milk seed, strains of different streptococci and lactobacilli used as starter culture in preparation and other processing techniques

Cow milk

↓Boiled and cooled to room temperature

                         ↓   ← added previous day dahi as starter.Fermentation (20-35 °C, 10-12 hours)

↓Dahi

  Plain Dahi

 

Product DescriptionMother Dairy Set Curd is a delicious, creamy and well set curd

which gives you the taste of Homemade curd without the hassles of setting curd at home. Our curd is prepared using the best quality standards making it hygienic.

Shelf Life: 7 daysPack sizes : 85g, 200g, 400g, 2kg, 5kg 

Masti Dahi

Product Details Product Name-Amul Masti Dahi Description-Curd made from Pasteurised Toned MilkPoly Pack - 200 gm, 400 gm, 1 kg Packing-PPCup-200gm,400gm,100gm

Probiotic Dahi 

 

Packsizes-:90g,200gand400gStorage:UnderRefrigeration(below80C)

ShelfLife:15daysINGREDIENTS: Pasteurised Double Toned Milk, Inulin and Lactic culture with Probiotics.

Flaavyo Yoghurt

Product Details Product Name - Amul Flaavyo Yoghurt Description -Flavoured Probiotic Yoghurt Packing -100 g Cup Available in (Segments/Markets) Available in Gujarat and Maharashtra

OBJECTIVES OF THE STUDY

To study the consumption pattern of dahi in ahmedabad.To the compare of AMUL DAHI WITH LOOSE DAHI or

HOME MADE DAHI.To find out important factors which effect consumption of

Amul dahi in ahmedabad.

Need for the study

Research in ahmedabad city on dahi consumption survey is a survey for the purpose of decreasing sales of Amul Dahi for the year 2013to2015

.The survey was conducted to know the reason behind it.

SWOT Analysis StrengthLow priceGood brand imageWeakness No replacementNo separate delivery unitOpportunityProduct offering: -Can offer wide variety of Dahi under the umbrella

of Amul Masti Dahi.Existing market is not fully tapped & the company can increase

presence by penetrating further.ThreatThere is no any brand loyalty in the curd market and the consumer

can change their brand.

Research methodology

Type of research designExploratory research:- Secondary data-externalPublish data :Publish to collect a data interview to

personally meet customer to collection data Qualitative research : in depth interviewConclusive ResearchDescriptive research- Data collection method- survey

Personal interview

Data collective tool –questionnaire

Sample design: Target population – All consumtion who have purchasing

dahi Sampling element – the customer using amul dahi Sampling unit – Dahi product Sampling frame- the customer using amul dahi Sample size – 450

Sample scale-S=10-1/6=9/6=1.5N=z2s2/

e2

s=1.5 z=1.96

n=(1.96)2*(1.5)2/(0.138592)2=450.48

Extent – Ahmedabad city Time – 21 may 2015 to 2 July 2015Sampling technique-nominalSoftware for data analysis – ms excel & SPSS, MS OfficeData analysis technique –frequency, chi-square, Anova ,

T-test

1) which dahi are you using? 

frequency

Amul masti dahi 201

Amul lite dahi 55

Other dahi 6

Loose dahi 35

Home made dahi 153

45%

12%

1%

8%

34%

Chart Title

Amul Masti Dahi (Only go to Que.7 to 13)Amul Lite Dahi (Only go to Que.7 to 13)Other Dahi ,PL Specify____________________Loose Dahi (Only go to Que.14 to 18)Home made Dahi (Only go to Que.19 to 22)

From the above graph it is clear that 45% of the major consumers consume Amul Masti Dahi, 12% consumes Amul Lite Dahi, 1% consumes other dahi such as 34% home made or other, 8% consumes loose dahi.

\

2) why are you using amul dahi?

Reason of using amul dahi Frequency

Taste 198

Hygine and

Texture36

Easeof

Availability20

Price 6

76%

14%8% 2%

Chart Title

TasteHygine and Tex-tureEase of AvailabilityPrice

This result showing 76% consumes dahi because of its taste, 14% consume dahi for hygine and texture,8% consume for ease of availability and remaining 2% consume because of its price.

  Frequency

Easeof

availability14

Price-Cheaper

thanAmul

Dahi

12

Quality better

thanAmul

Dahi

10

PricePoint

Pack of Rs. 5

and 10

2

3) why are you using loose dahi?

37%

32%

26%

5%

Chart Title

Ease of availabilityPrice-Cheaper than Amul DahiQuality better than Amul DahiPrice Point Pack of Rs. 5 and 10

This result showing 37% consumes loose dahi because of Ease of availability, 32% consume loose dahi for price-cheaper than amul dahi 26% consume for quality better than amul and remaining 5 % consume because of its price point pack of rs.5 and 10.

4) why are you using homemade dahi?

  Frequency

Due to the

perception that

homemade dahi

is good compare

to market dahi.

64

Home made

Dahi is cheaper

than other Dahi

available in

market

80

Earlier using

Amul Dahi But

started making

at home

5

Earlier using

Other Dahi But

started making

at home

2

42%

53%

3% 1%

Chart TitleDue to the perception that homemade dahi is good compare to market dahi.

Home made Dahi is cheaper than other Dahi available in market

Earlier using Amul Dahi But started making at home

Earlier using Other Dahi But started making at home

This result showing 53% people think that home made dahi is cheaper than other dahi available in the market, 43% think that home made dahi is good compare to market dahi, 3% are that consumers that were using amul dahi but.started making at home.

5) which milk are you using for making homemade dahi?

  Frequency

Amul 103

Uttam 4

Gaytri 15

Loose 2

Gamdi Wala 24

Other 4

68%3%

10%

1% 16%

3%

Chart Title

AmulUttamGaytriLooseGamdi WalaOther

This result showing 68% consume Amul Milk, 2% consumes Uttam milk,10% consumes Gayatri milk, 16% consumes gamdi wala , 1% consumes loose milk and remaining consumesother milk.

Which_Dahi_are_you_using

Sum of

Squares

df Mean Square F Sig.

Between Groups 30.135 4 7.534 2.319 .056

Within Groups 1445.963 445 3.249

Total 1476.098 449

ANNOVA

Null Hypothesis H0:- There is no difference in which dahi using and among family members

Alternative Hypothesis H1:- There is difference in. which dahi using and among family members

Interpretation:My research shows that from above table p value is 0.056 which is < 0.10 so we reject H0 and accept H1 and conclude that there is significance difference between which dahi using and among family members

*p = 0.10

 Amul

Masti

Dahi

Amul

Lite

Dahi

Other

Dahi

Loos

e

Dahi

Hom

e

mad

e

Dahi

 

Rs. 3,000 to Rs. 10,000 18 1 1 5 12

Rs. 11,000 to Rs. 25,000 78 23 2 13 67

Rs. 26,000 to Rs. 40,000 66 20 0 11 55

Rs. 40,000 to Rs. 50,000 21 7 3 3 7

Rs. 50,000 and Above 18 4 0 3 12

Chi-square

H2:-There is significant relation between average monthly income of the family and which dahi using

Chi-Square Tests

Value Df Asymp. Sig.

(2-sided)

Pearson Chi-Square 24.565a 16 .078

Likelihood Ratio 22.929 16 .116

Linear-by-Linear

Association

1.390 1 .238

N of Valid Cases 450 *p = 0.10

Interpretation: since we can see that the significance value is.078. Thus, we can say that there is a significant relationship between average monthly income of the family and which dahi using

H3:- There is significant relation between how often purchasing dahi and how Often consuming dahi.

 

Daily Alternate

day

Once in

week

twice in

week

111 22 16 1

Daily 115 1 0 0

Alternate

Day

6 83 4 0

Once in

week

2 1 75 3

Twice in

week

1 2 0 6

235 109 95 10

Chi-Square Tests

Value Df Asymp. Sig. (2-

sided)

Pearson Chi-Square 772.651a 16 .000

Likelihood Ratio 594.709 16 .000

Linear-by-Linear Association 206.659 1 .000

N of Valid Cases 450

Interpretation:- since we can see that the significance value is .000. we can say that there is a significant Relationship between how often purchasing dahi and how Often consuming dahi.

H4:- There is significant relation between since how long using amul dahi and what is purpose of buying dahi.

Butter

Milk

Shrikhand Raiyata Other specify

 

1 Year 3 0 0 6

2 Year 21 0 2 26

Since

Year

33 2 11 151

Recent

Price

Decrease

0 0 0 3

Chi-Square Tests

Value Df Asymp. Sig.

(2-sided)

Pearson Chi-Square 481.514a 20 .000

Likelihood Ratio 630.366 20 .000

Linear-by-Linear

Association

330.805 1 .000

N of Valid Cases 449

*p = 0.10

Interpretation:- since we can see that the significance value is .000. we can say that here is a significant Relationship between since how long using amul dahi and what ispurpose of buying dahi.

T test

Null Hypothesis:- The packing of amul dahi here is not preferred for using purpose.

Alternative Hypothesis The packing of amul dahi here is preferred for using purpose

Independent Samples Test

  Levene's Test for

Equality of

Variances

t-test for Equality of Means

F Sig. t Df Sig. (2-tailed) Mean

Difference

Std. Error

Difference

95% Confidence

Interval of the

Difference

Lower Upper

 

Equal

variances

assumed

1.169 0.284 -1.052 57 0.297 -0.307 0.2918 -0.891 0.277

Equal

variances not

assumed

    -0.611 1.022 0.649 -0.307 0.5028 -6.374 5.76

Interpretation:-Here having the value of all the factors of purpose of financial planning is 0.277which is >0.05, it indicates that respondents considered all the factors as not preferred for using purpose.

Findings During my Summer Internship Project I found out survey is a very

useful process to know the market about which type of product consumers are buying/consuming .It is a very important to know the consumer choice and preference.

I found in my survey data 45% of the major consumers consume Amul Masti Dahi, 12% consumes Amul Lite Dahi, 1% consumes other dahi such as 34% home made or other, 8% consumes loose dahi.

Most of the respondents in my survey data 39%daily purchase dahi. It is clear that 31% customer alternate day purchase. 27% consume dahi once in a week, and the remaining 3% twice in week

This result showing 53% of the of the overall costumers consumes Dahi daily, 24% consumes every alternate day, 21% of the total customers consumes dahi once in a week and the remaining 3% customers consumes twice in a week.

Customer of Amul 82% of the total customers are using pouch and the remaining 18% are using Amul cup.

58% of the people consume 200gms of dahi dahi pack 27% consume 100 gms, 14% consume 400 gms and only 1% consume 1kg amul dahi pack

I found that 76% consumes amul dahi because of its taste, 14% consume dahi for hygine and texture, 8% consume for ease of availability and remaining 2% consume because of its price.

In my survey data 90% consumes dahi of local dairy, 5% consumes of mahalaxmi dairy, 5% consumes of jain dairy.

In the research I found that most respondents were using 37% consumes loose dahi because of Ease of availability, 32% consume loose dahi for price-cheaper than amul dahi 26% consume for quality better than amul and remaining5 % consume because of its price point pack of rs.5 and 10.

53% people think that home made dahi is cheaper than other dahi available in the market, 43% think that home made dahi is good compare to market dahi, 3% are that consumers that were using amul dahi but started making at homemade

In result 68%consume Amul Milk, 2% consumes Uttam milk, 10% consumes Gayatri milk, 16% consumes gamdi wala , 1% consumes loose milk and remaining consumes other milk using for making homemade dahi

Most people are using home made dahi for making butter milk. In findings the significance level is .056 which can be said as

5.2%.So the found significance level is more than 5%, we will accept Null Hypothesis

In my research I have found that there is a significant relationship between average monthly income of the family and which dahi using

The analysis also shows that there is significant relation between how often purchasing dahi and how often consuming Dahi.

In findings, there is significant relation between since how long using amul dahi and what is purpose of buying Dahi

CONCLUSION:-

As per survey conducted, my observation are around 45% of the people consume Amul Masti Dahi due to its test and I even observed that maximum people purchase Amul Masti Dahi from local Vendor other 34%consume Home Made Dahi because they think it’s pure and without

any mixtures but in Home Made Dahi maximum people use milk of Amul remaining 8% people use loose Dahi because they find it has cheap or quality better than Amul.

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