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    ACKNOWLEDGEMENT

    I owe a great many thanks to a great many people whohelped and supported me in my project report. My deepestthanks to Mr%& Sh!eta Sharma -'&O&D8 ,BS.the Guide of theproject for guiding and correcting various documents of minewith attention and care. He has taken pain to go through theproject and make necessary correction as and when needed.I express my thanks to the Principal of, !IM", #anur, forextending her support. My deep sense of gratitude to MRHARINDER SINGH !LECTURAR" for his support andguidance. "hanks and appreciation to the helpful people at

    MI$%&''( $IMI")(, for their support. I would also thank myInstitution and my faculty mem*ers without whom thisproject would have *een a distant reality. I also extend myheartfelt thanks to my family and well wishers

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    PRE9ACE

    The only thing constant in life is change.

    I a not sure !ho that phrase is attri"uted to# "ut it is !hy this "oo$ !as!ritten% &"out ten years ago# 'ath (iel and I )Earl *auann+ !rote,ustoer -atisfaction .easureent and .anageent% &lthough it !as a

    "it long and !ordy# that "oo$ did a pretty good jo" of descri"ing ho! todesign and ipleent a custoer satisfaction progra# circa 1//0% Intodays "usiness environent# I !ould vie! that "oo$ as incoplete% Theiplication is that the state of the art on ost su"jects fro 013 years agois no longer state of the art% -tate of the art is an evolving# elusiveconcept% The goal of this "oo$ is to discuss the ajor trends that have "een

    ta$ing place in "ecoing a custoer centered organi4ation% 5ut the fact ofthe atter is that achieving high custoer satisfaction and loyalty re6uires alot ore no! than it did ten years ago% There is a !ell$no!n phrase inanageent# 7hat gets easured# gets anaged% -ince "eing custoercentered is an iportant plan$ in corporate strategy# this "oo$ is a"out ho!custoer perceptions and "ehaviors can and should "e easured%

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    DECLARATION

    "his is to certify that +eport entitled -CUSTOMERSATISFACTION REGARDING #ARIOUS MILKFOODPRODUCTS AMONG HOUSE$I#ES%which is su*mitted *y mein partial fulfillment of the reuirement for the award ofdegree of #achelor 'f #usiness /dministration in wami!ivekananda Institute of Management 0 "echnology, #anurcomprises only my original work and due acknowledgementhas *een made in the text to all other material used.

    I )O*IND +,MAR Roll no%1309:2;9:2/2 do here"y declare that trainingreport su"itted to Punja" Technical University# in partial fulfilent of5%5%& on PRODUCT PORT FOLIO E&ECUTED 'tAMRIT BANASPATI COMPANYLTD

    I have not su"itted this training report to any other university for the a!ard

    of degree%

    Counter%i"ned Si"nature of Student

    Mr% Sh!eta Sharma )o:ind ;umar

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    LIST OF TABLE

    Table& No# Table Name Pa"e No#

    ;%1 User of .il$food products ;2

    ;%2 .il$food products used ore ;8

    ;%8 Often use of .il$food products ;;

    ;%; -ource of inforation a"out .il$food

    products

    ;0

    ;%0 ,onveniently avoid the .il$food products ;9

    ;%9 >uality satisfaction ;:

    ;%: ,ost deterination ;?

    ;%? @uture use of .il$food products ;/

    ;%/ Recoendation to others 03

    0

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    LIST OF GRAPH

    Table& No# Table Name Pa"e No#

    ;%1 User of .il$food products ;2

    ;%2 .il$food products used ore ;8

    ;%8 Often use of .il$food products ;;

    ;%; -ource of inforation a"out .il$food

    products

    ;0

    ;%0 ,onveniently avoid the .il$food products ;9

    ;%9 >uality satisfaction ;:

    ;%: ,ost deterination ;?

    ;%? @uture use of .il$food products ;/

    ;%/ Recoendation to others 03

    9

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    BIBLIOGRAPHY 5"5"

    ANNE#URE 5$%

    CHAPTER-I

    COMPAN(

    PROFILE

    MIL+ 9OOD LIMITED

    ,opany Profile

    ?

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    -hee #ilk $o3ders

    )kimmed #ilk $o3der +ull Cream #ilk $o3der

    4airy Whitener 4emineralised Whey $o3der 567(879:

    *di.le -rade Acid Casein, etc

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    ABOUT MILKFOOD

    Milk food $imited was set up in the year 1234 with the firstPlant at #ahadurgarh, on the +ajpura Patiala +oad in the

    tate of Punja* . "he company manufactures Pure Ghee,kimmed Milk Powder , 5hole Milk Powder, and (airy5hitener . &rom the initial installed capacity of 67 M" of milkprocessing per day at Patiala during 1238 the 9ompany athas enhanced the processing capacity from time to time andthe present milk processing capacity of all Plants is 1:77 M"per day.In the year 1263 the 9ompany commissioned its econdPlant at Gurgoan in the tate of Haryana for the manufactureof 9ultured (esserts like $ong $ife ;oghurts,

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    "he company is promoted *y Mr. %aramjit =aiswal, )xecutive9hairman ."he =aiswal family are also promoters of =agatjitIndustries $imited, which has interests in /lcoholic#everagesE/9 #lack, /ristocrat Premium, /9P , #onnie

    cotF , Malted &oods, Plastic and Glass #ottling and +eal)state. "he Group has a Gross "urnover in excess of IC+::77 Million. "he companies Milkfood $imited and =agatjitIndustries $imited are pu*lic limited companies and thehares are traded on the tock )xchanges at Mum*ai, (elhiand $udhiana

    BOARD OF DIRECTORS

    Mana"ementBoard of Dire

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    FUTURE

    /t the International (airy &ederation EI(&F seminar on?ation of (airy Ingredients in &oods? held at $uxem*urg

    in 1261, (r. )rnest Mann, 9onsultant, I(&, stated that milkhas four faces. &irst two faces are represented *y liuid milkon one hand and traditional dairy products vi>. Milk Powder,9heese and other traditional cottage dairy products on theother hand. "he third phase of milk is represented *y newdairy products tailored to suit the changing social anddietary ha*its of the people who have encouraged the dairyindustries of many countries to take a relook at the newrange of products manufactured and aided *y the newtechnological processes such as fat fractionate, protein

    fractionation, electro dialysis, mem*rane separation etc. "hishas helped to further the concept of milk as an industrialliuid whose ingredients could *e extracted and recom*inedin different ways to form new processed food products.

    "he present expansion *y (airies shall cover the third faceof milk vi>. fractionation and extraction of milk ingredientleading to manufacture of various value added productswhich is a new and just introduced milk phase in India andhas a long way to go in the time to came i.e. extraction of its

    ingredients vi>. 9asein, 5hey proteins, $actose, Minerals and(imineralised 5hey powder.

    "he fourth face of milk is a generator of thousands ofingredients with specified nutritional and functional propertyfor different *ranches of food industry which is revealingmilk to *e a treasure chest of more than B777 ingredients.

    "his phase of milk is yet to *e come up.

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    India continues to *e the largest milk producer of the world,with competitive advantage of low cost milk production. 5iththe reduction of &arm su*sidies worldwide and advent ofworld class technologies in India the country is poised to

    *ecome the largest exporter of Milk products in the years tocome.

    COMPANY *i%ion = Mi%%ion

    7or$ing fro the !orldHs largest producer of il$# India# for ore than fourdecade !e have achieved treendous gro!th in capacities# 6uality#technology and good!ill% 7e# at .il$food iited# solenly affir ourcoitent to uncoproising 6uality of our products# !hich !illsu"se6uently facilitate us to !iden our custoer "ase and enhance the levelof custoer satisfaction# !hich is our opinion is the ost legitiate purposeof any "usiness% 7e !or$ round the cloc$ to unloc$ the potential of nature

    to iprove the 6uality of life and to a$e the food !e all enjoy oreavaila"le and afforda"le# thus enhancing the 6uality of life%

    Philo%oph$

    HPreiu >uality and (ood Taste H are the driving factors for the copanyHsproducts for three decades% ,ontinuous odernisation have ena"ledenhanceent of product 6uality over the years%

    Our >ualit$

    Ra! il$ ust "e tested for everything fro fat and protein content tocontaination of anti"iotics% Truc$s and tan$ers ust "e eptied andcleaned# volue ust "e easured eAactly for accounting purposes and

    production planning% =uring il$ processing# ra! il$ ust "e converted to

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    standardi4ed il$ !ith a set fat content% The process re6uires cleaning#separating into lo! fat il$ and crea# adjusting the fat content#

    pasteuri4ing# chilling and storage%

    5utter production needs a lot of care to "e put into the treating# heating#degasifying# cooling and ripening of the crea% This crea is then churnedin huge churners that are fully autoated% The goal is to get just the right

    "utter !ith rich aroa and granular teAture that are the recogni4a"lecharacteristics of our pure ghee%

    Our acid casein productionJ acid !hey is produced as a valua"lefractionation product that is pasteuri4ed# e"raneprocessed to reduceineral load# passed through ion eAchange coluns# to further deineralisethe product# evaporated and spray dried and ar$eted to the food# "everage

    and pharaceutical industries% Our process control systes ensure thateverything ust "e coordinated and unifor%

    Certifi

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    (laAo -ith$line ,onsuer

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    PATIALA PLANT

    Te

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    Mil; Pro

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    The plant is located approAiately 83 's north of Gullundur on (%T% Road# "et!een Gullundu&ritsar % The Plant is on lease fro Gagatjit Industries td and has a capacity to process 033 ..il$ per day%

    The plant has facilities to anufacture &nhydrous .il$ @at )Pure (hee+ # .il$ Po!ders )-$i.il$ Po!der # 7hole .il$ Po!der# =airy 7hitener F Infant @oods+% The plant has facility to

    produce po!der !ith disc and no44le atoi4ation resulting into po!ders of lo! or high densityThree stage spray drying syste !ith facility of ecithination helps in production of instant

    po!ders% & separate facility for production of alted food is availa"le%

    The ain process e6uipent li$e ,rea -eparators F

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    The plant is located approAiately 233 's fro *e! =elhi at .ugalpur urf &g!anpur.usta$a on the .orada"ad M 'anth Road% The Plant is set up in an area of 1: &cres and iscapa"le of handling 033 .etric Tonnes of .il$ per day% The plant coenced production In

    *ove"er 2330%

    The plant has facilities to anufacture &nhydrous .il$ @at )Pure (hee+ # .il$ Po!ders )-$i.il$ po!der# 7hole .il$ Po!der+%

    Mil; Pro

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    PRODUCTS OFMILKFOOD LTD

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    P,RE )'EE

    COMPOSITION

    &*,ALITY TESTS

    &(.&R' -PE,I& (R

    ,OOUR#T&-TE#TENT

    R. C&UE

    5OU=OI*

    @REE @&TT &,I=-

    5%R RE&=I*(

    .OI-TURE B

    S+IMMED MIL+ PO(DER

    2;

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    COMPOSITION

    .I' PROTIE*J.I*I.U.

    8;B,&R5O

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    MARKETINGAND

    PROMOTION OFMILKFOOD LTD

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    MARKETING

    Mil; Po!der

    -$ied .il$ Po!der and 7hole .il$ Po!der are of institutional(rade supplied either to copanies !here it is used as a ra! aterial for

    their end products ).alted @ood # @ood -uppleents# ,hocolates# Ice,reas# 5iscuits # -!eets etc%+ or it is used in the il$ dry areas of thecountry to "e reconstituted as li6uid il$ % The Po!der is pac$ed in @ood(rade Polyliners and 20 'g% 'raft Paper 5ags pac$s and also 1 'g%Polypac$s% The product is I-I (raded for EAport%

    &ong the private sector corporations in India the copany is one of thelargest supplier for .il$ Po!ders to the institutions i%e (laAo-ith$line # ,ad"urys# *estle # .other =airy # .etro =airy # otus,hocolate%

    The copany also eAports -$ied .il$ Po!der and 7hole .il$Po!der to the -outh &sian countries of Pa$istan# 5angladesh # *epal# -rian$a # &fghanistan and .yanaar%

    )hee

    The &nhydrous .il$ @at )(hee+ is ar$eted as H.I'@OO=H "rand isgraded as &(.&R' -pecial (rade and is the leading private sector ghee

    "rand in the country and coands one of the largest shares of the *orth

    Indian .ar$et% The copany is also approved !ith the ,anteen -tores=epartent for supply of ,onsuer Pac$ (hee% (hee is pac$ed in seven

    pac$ si4es fro K tr% Pac$s to 10 'g Tins%

    @or distri"ution of Products Redistri"ution depots at (urgoan # =elhi #'ol$atta # ,handigarh and .u"ai apart fro &gents spread over

    2:

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    Industrial grade J anial feed )pigs# horses# poultry+# calf il$ replacer#carrier for her"icides etc%%

    2/

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    CHAPTER 2

    Re)ie* o+ Lite,'t,e

    Profe%%or Ma$a 7ohno%on-/6@3. in his "oo$ essentialof ar$eting

    Mar;etin" %trate"$is a process that can allo! an organi4ation toconcentrate its liited resources on the greatest opportunities to increasesales and achieve a sustaina"le copetitive advantage% .ar$eting strategyincludes all "asic and longter activities in the field of ar$eting that deal!ith the analysis of the strategic initial situation of a copany and theforulation# evaluation and selection of ar$etoriented strategies andtherefore contri"ute to the goals of the copany and its ar$eting o"jectives

    .ar$eting strategies serve as the fundaental underpinning of ar$etingplans designed to fill ar$et needs and reach ar$eting o"jectives% Plansand o"jectives are generally tested for easura"le results% ,oonly#ar$eting strategies are developed as ultiyear plans# !ith a tactical plandetailing specific actions to "e accoplished in the current year% Tie

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    hori4ons covered "y the ar$eting plan vary "y copany# "y industry# and"y nation# ho!ever# tie hori4ons are "ecoing shorter as the speed ofchange in the environent increases% .ar$eting strategies are dynaic andinteractive% They are partially planned and partially unplanned% -ee strategydynaics%

    .ar$eting strategy involves careful scanning of the internal and eAternalenvironents% Internal environental factors include the ar$eting iA#

    plus perforance analysis and strategic constraints% EAternal environentalfactors include custoer analysis# copetitor analysis# target ar$etanalysis# as !ell as evaluation of any eleents of the technological#econoic# cultural or politicalLlegal environent li$ely to ipact success%&$ey coponent of ar$eting strategy is often to $eep ar$eting in line !itha copanyHs overarching ission stateent%

    Pro Da:id Mer

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    capaign# a trading staps capaign# through deonstrations andeAhi"itions# through pri4e giving copetitions# through teporary pricecuts# and through doortodoor sales# telear$eting# personal sales letters#and eails% The iportance of a sales prootion strategy cannot "eunderestiated% This is "ecause a sales prootion strategy is iportant to a

    "usiness "oosting its sales%

    7hen developing a sales prootion strategy for your "usiness# it isiportant that you $eep the follo!ing points in ind% ,onsuer attitudes and "uying patterns your "rand strategy our copetitive strategy our advertising strategy &nd other eAternal factors that can influence your products availa"ility

    and pricing%

    -ales Prootion -trategiesThere are three types of sales prootion strategiesJ & push strategy & pull strategy or & co"ination of the t!o& HpushH sales prootion strategy involves HpushingH distri"utors

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    CHAPTER-3

    88

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    RESEARCH

    METHODOLOG(

    RESEARC' MET'ODOLO)Y

    Meanin" of re%ear

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    De%

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    EFplorator$ re%ear

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    To $no! the option of the various persons a"out ar$eting strategy of

    &rit 5anaspati ,o% td%

    -cope of -tudy

    Prootions strategy

    Policy of copany to increase sale and total ar$et

    Policy regarding advertiseent

    &fter sale services

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    DATA COLLECTION

    5oth the priary and secondary !ill "e the sources of data collection "ut in

    this study the data !as collected ainly through priary sources% In priary

    sources and -econdary sources !e includeJ

    COLLECTION O9 DATA

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    Primar$ Sour

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    &nd other secondary sources areJ

    5oo$s

    Profit of the ,opany

    Internet *E7- paper

    .aga4ins

    Gournals

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    LIMITATIONS

    ,ollection of data related to various aspects !as 6uite uch tie

    consuing%

    ,onsultation !ith consuers !ould have largely iproved 6uality

    of the Research%

    &nalysis of the proposed aspects ight differ depending on the tools

    and techni6ues used%

    Respondents ans!ers ay "e "iased%

    =ifferent persons have different level of understanding and psychology#

    so it hapered the study

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    /1 A,e o te se, o+ i4+oo5 6,o57ts8

    It is clear from the a*ove chart that out of :7 housewives 8B

    of them are aware of the milkfood products i.e. 68@ ofhousewives are aware of milkfood products. 5hereas, 1D@of the housewives are not aware of the milkfood products.o, we can say that major share of housewives are usingmilkfood products.

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    /2 $i7 6,o57t o+ i4+oo5 o se o,e8

    aF Pure ghee

    *Fkimmed milk powdercF5hole milk powderdF (airy creamereF (airy whitener

    In my next uestion I have studied that which product ofmilkfood is used more *y housewives. "he a*ove pie chartshows that pure ghee of of milkfood ltd is more used *yhousewives i.e. 83.D7@. whereas, products like dairycreamer and dairy whitener are *eing used very less *y

    housewives. i.e. only B.87@

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    /3 Ho* o+ten o se i4+oo5 6,o57t8

    In this uestion I have o*served that pure ghee is *eing used*y housewives on daily and weekly *asis. Cone of otherproduct is used on daily *asis. o, we can say that pure gheeis the most used product of milkfood.

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    /: F,o *e,e 5o o 7on)enient ')'i tei4+oo5 6,o57ts8

    aF Grocery stores*F (iscount storecF (epartment storesdF 'thers

    "his uestion shows that from where milkfood products areconveniently availa*le. 83.D7@housewives feel that milkfoodproducts are conveniently availa*le from departmentstores.12.78@ housewives say that they get avail milkfoodfood from grocery stores. /nd others have different opinionamong different options. "his data also shows that majorsupply of milkfood products is in department stores.

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    /; O)e,' o* s'tis+ie5 o ',e *it te

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    /= Cost o+ i4+oo5 6,o57ts is>

    aF !ery high* ModeratecF $ow

    D1.27@ housewives feel that cost of milkfood products ismoderate, means it is afforda*le.B4.67@ housewives findsthe cost less and 18.B7@ of them finds milkfood productsvery costly.

    03

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    .? $o5 o se i4+oo5 6,o57ts in +t,e8

    aF (efinitely*F Pro*a*lycF Cot sure

    :3.17@ housewives are sure a*out their usage of milkfoodproducts in future. 4:.37@ are confused and 3.17@ ofhousewives are sure that they will not use milkfood productsin future

    01

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    /@ $o5 o ,e7oen5 i4+oo5 6,o57t toote,s8

    aF (efinitely*F Pro*a*lycF Cot sure

    :B.47@ housewives would like to recommend milkfoodproducts to their friends and relatives. o, we can say thatmajor percentage of housewives are satisfied with theuality and cost of milkfood product and they also want torecommend it to others.

    02

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    CHAPTER-:

    FINDINGS ANDCONCLUSION

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    4. In comparison to MI$%&''(, the other players such as!)+%/, /M

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    CONCLUSION AND RECOMMENDATIONS

    On careful o"servation of .I'@OO=% I have follo!ing suggestionsfor .I'@OO= !hich on proper ipleentation ay provide "oostto it%

    &ll inforation regarding .I'@OO= and its products should "eavaila"le on internet%

    Increase in advertiseent and pu"licity%

    .otivation progra for "ooth o!ners%

    (lo! sign "oards should "e provided to "ooth o!ners%

    *e! technology should "e adopted fro national and internationalcopanies in the field%

    >uality should "e iproved ore

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    LIMITATION

    0?

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    LIMITATIONS OF STUD( ARE>

    &ew consumers were reluctant to give their personaldetails.

    Many of the customers didnt responded to theuestionnaire.

    uestionnaire allows little flexi*ility to the respondentwith respect to response format.

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    BIBLIO)RAP'Y

    !!!%il$foodltd%co

    !!!%il$foodliited%tradeindia%coL

    !!!%indiainfoline%coL

    7O,RNALS

    &leAender and =urai# Ipact Of Effective &dvertiseents on

    ,onsuer &ttitude# Indian Gournal of .ar$eting%

    .ody Rutu# &dvertising and ,onsuers# .ar$eting .anageent

    Gournal of I,@&I%

    NE(SPAPERS

    T

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    5eri (,# .ar$eting Research# Tata .c (ra!

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    *F 5eekly

    cF Monthly

    8. How do you come to know a*out the milkfood productsJ

    aF Cewspapers*F +adio

    cF "elevision

    dF tore (isplay

    eF If 'ther Eplease specifyF

    :. 5here do you conveniently get avail the milkfood

    productsJ

    aF Grocery tores*F (iscount tores

    cF (epartment stores

    dF If other Eplease specifyF

    D. 'verall how much satisfied you are with the uality of

    milkfood productsJ

    aF Cot satisfied

    *F atisfied

    cF Highly satisfied

    3.9ost of milkfood products isK

    aF !ery high

    *F Moderate

    cF $ow

    6.5ould you use milkfood products in futureJ

    aF (efinitely

    *F Pro*a*ly

    cF Cot sure

    2.5ould you recommend milkfood product to othersJ

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