A

REPORT ON INDUSTRIAL TRAINING

TAKEN AT
SARAS DAIRY (Sawai Madhopur)
(FROM 1th JUNE TO 15th JULY)
SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE AWARD OF
THE DEGREE OF

BACHELOR OF BUSINESS ADMINISTRATION

OF
POORNIMA UNIVERSITY, JAIPUR

SESSION: 13-16
SUBMITTED BY:
SACHIN KUMAR
2013PUSOMBBXX02126
BBA 5Th SEM
SUBMITTED TO:
Mrs. SHRADDHA SAHAY
ASST. PROFESSOR
DEPARTMENT OF MANAGEMENT
SCHOOL OF MANAGEMENT POORNIMA UNIVERSITY
RAMCHANDRAPURA, SITAPURA EXT. JAIPUR, RAJASTHAN

[1]

PREFACE
The main objective of summer training is to develop skill in student by supplement to the
theoretical study of business management in general. Industrial training helps to gain real life
knowledge about the industrial environment and business practices. The BBA programmed
provides student with a fundamental knowledge of business and organizational functions and
activities, as well as an exposure to strategic thinking of management.
In every professional course, training is an important factor. Professors give us theoretical
knowledge of various subjects in the college but we are practically exposed of such subjects when
we get the training in the organization. It is only the training through which I come to know that
what an industry is and how it works. I can learn about various departmental operations being
performed in the industry, which would, in return, help me in the future when I will enter the
practical field.
During this whole training I got a lot of experience and came to know about the
management practices in real that how it differs from those of theoretical knowledge and the
practically in the real life.
In todays globalize world, where cutthroat competition is prevailing in the market,
theoretical knowledge is not sufficient. Beside this one need to have practical knowledge, which
would help an individual in his/her carrier activities and it is true that Experience is best
teacher.

Sachin kumar

[2]

ACKNOWLEDGEMENT
It has been an enriching experience for me to undergo my summer training at SARAS
DAIRY, which would not have possible without the goodwill and support of the people around.
As a student of poornima university I would like to express my sincere thanks too all those who
helped me during my practical training program.
Words are insufficient to express my gratitude toward Mr. Rakesh sharma, Head of
marketing Department for giving me opportunity to do this valuable project. I fall short of words
in stating the magnitude of help provided by him in every stage of project.
At last but not least my grateful thanks to all my faculty members for the proper guidance
and assistance extended by them. I am also grateful to my parents, friends encourage & giving
me moral support.
However, I accept the sole responsibility for any possible error of omission and would be
extremely grateful to the readers of this project report if they bring such mistakes to my notice.

Sachin kumar

[3]

CONTENTS
1 Introduction to Indian dairies with its general review
2 Introduction of Saras dairy
3 Establishment formation & Management of Co-operative societies
4 Aims & Objects
5 Organization structure
6 Organization set up of Saras dairy
7 Introduction to marketing
8 Marketing Saras dairy
9 Market share of Milk products
10 Types of Saras milk products
11 Task
12 Daily schedule
13 Main Task & Targets
14 Strategy
15 Problems/constructions/Limitations
16 Learning In The Executive Training
17 Research Analysis along with pie chart, key finding & suggestions
18 Analysis of survey
19 My observation of Saras Dairy
20 Recommendations
21 Conclusions
22 Questionnaire
23 Bibliography

[4]

CHAPTER-1
INTRODUCTION

[5]

CHAPTER 1

Aims and objectives of project

To organizing dairy cooperative societies and producers marketable surplus milk.
To undertake training and awareness programmed against milk producers.

Market of quality processed milk and milk products to the consumers .

Development of Co-operative milk procurement system in the rural areas covered under
the milk collection routes of the scheme in order to provide raw milk a channel.

To gain practical knowledge about the organization.

To understand the major functions along with products and services of the
organization.

To know the process of milk ghee chach etc.

To know the collection of all products suppliers of the company

To know the distribution of all products of the company

Scope of the Project

1) During the survey I came across unfavorable weather condition like scorching heat and
dust storm.
2) There is the limited time available each day and lots of tasks have to complete in a day
3) To undertake training and awareness programmed against milk producers.

Selection of industry / company

Industry- dairy industry

[6]

Company-saras dairy, Sawai Madhopur.

Duration & location of training

From date 1/6/2015 to 15/7/2015 (30 days)
Sawai madhopur(rajasthan)

Training Program /Schedule

DAY
DAY 1

WORK
UNDERSTAND
THE PROCRSS
OF MILK

DAY
DAY16

DAY2
DAY3
DAY4
DAY5
DAY6

KNOW ABOUT
THAT
HOW
COMPANY
WORKS
WORKED
IN
PLANT
TO
UNDERSTAND
ABOUT
QUALITY
SERVICE
OF
COMPANY
-

DAY17
DAY18
DAY19
DAY20
DAY21

DAY7
DAY8
DAY9
DAY10
DAY11

DAY12
DAY13
DAY14
DAY15

DAY22
DAY23
DAY24
DAY25
DAY26

DAY27
DAY28
DAY29
DAY30

[7]

WORK
KNOW ABOUT
THERE
COMPETITORS
IN MARKET
HELPS
IN
CALCULATE
FAT AND SNF
-

CHAPTER-2
ABOUT
INDUSTRY/ORGANISATION

[8]

CHAPTER 2

INTRODUCTION OF THE INDUSTRY & COMPANY

The dairy sector in the India has shown remarkable development in the past decade and India
has now become one of the largest producers of milk and value added milk products in the
World. The dairy sector has developed through cooperatives in many parts of the State.
During1997-98, the State had 60 milk processing plants with an aggregate processing
capacity of 5.8Million liters per day. In addition to these processing plants, 123 Government
and33 cooperatives milk chilling centres operate in the State.

Lot of Indian people start day with tea & milk as an essential factor of our daily life .In
India milk business is very old business .Dairy Business adopt modern concept in 1970 with
the help of national dairy Develop Board through operation flood plan .In first section of
this plan ten state selected .

Our country is on first position in production of milk

But in the field per capita availability of milk we are very behind .In America per capita
availability of milk almost 900 gm. While in India it is almost 200 gm .The ideal average per
capita availability of milk should be at least 250 gm

The dairy sector in the India has shown remarkable development in the past decade and India
has now become one of the largest producers of milk and value-added milk products in the
world. The dairy sector has developed through co-operatives in many parts of the State.
During 1997-98, the State had 60 milk processing plants with an aggregate processing
capacity of 5.8 million litres per day. In addition to these processing plants, 123 Government
and 33 co-operatives milk chilling centres operate in the State.

[9]

Indian dairy industry:

Dairy is a place where handling of milk and milk products is done and technology
refers to the application of scientific knowledge for practical purposes. Dairy technology has
been defined as that branch of dairy science, which deals with the processing of milk and the
manufacture of milk products on an industrial scale.

In developed dairying countries such as the U.S.A., the year 1850 is seen as the
dividing line between farm and factory-scale production. Various factors contributed to this
change in these countries, viz. concentration of population in cities where jobs were plentiful,
rapid industrialization, improvement of transportation facilities, development of machines,
etc. whereas the rural areas were identified for milk production, the urban centers were
selected for the location of milk processing plants and product manufacturing factories.
These plants and factories were rapidly expanded and modernized with improved machinery
and equipment to secure the various advantages of large-scale production. Nearly all the milk
in the U.S.A. before 1900 was delivered as raw (natural) milk.

The highest milk producer in the entire globe India boasts of that status. India is otherwise
known as the Oyster of the global dairy industry, with opportunities galore to the
entrepreneurs globally. Anyone might want to capitalize on the largest and fastest growing
milk and milk products' market. The dairy industry in India has been witnessing rapid
growth. The liberalized economy provides more opportunities for MNCs and foreign
investors to release the full potential of this industry.

The main aim of the Indian dairy industry is only to better manage the national
resources to enhance milk production and upgrade milk processing using innovative
technologies.

The Indian dairy industry has aimed at better management of the national resources to
enhance milk production and upgrade milk processing involving new innovative
technologies. Multinational dairy giants can also make their foray in the Indian dairy market
in this challenging scenario and create a win-win situation for both.

[10]

In India, dairying has been practiced as a rural cottage industry since the remote past.
Semi-commercial dairying started with the establishment of military dairy farms and cooperative milk unions throughout the country towards the end of the nineteenth century.

During the earlier years, each household in those countries maintained its family
cow or secured milk from its neighbor who supplied those living close by. As the urban
population increased, fewer households could keep a cow for private use.

The Indian Dairy Industry has made rapid progress since Independence. A large
number of modern milk plants and product factories have since been established. These
organized dairies have been successfully engaged i
routine commercial production of pasteurized bottled milk

and various Western and Indian dairy products. With modern knowledge of the
protection of milk during transportation, it became possible to locate dairies where land was
less expensive and crops could be grown more economically.

About the Company:Sawai madhopur Zila Dugdh Utpadak Sahakari Sangh Ltd.(Sawai madhopur Dairy)
Sawai madhopur Dairy is a dairy registered under Rajasthan Cooperative Act and is owned by
thousands of its milk producers members. It works on world famous Amul pattern. As all other cooperative dairies, Sawai madhopur Dairy is a part of three tier structure i.e. Dairy co-operative
society at village level which form district level milk producer unions which are further
federated in state level federation. All three entities are autonomous and linked to each other by
provisions of their by a laws. Zila Dugdh Utpadak Sahakari Sangh Ltd., Sawai madhopur
(ZDUSS Ltd., Sawai madhopur) is a cooperative organization registered under Cooperative Act with
Registrar of Cooperative, Government of Rajasthan. It was established in the year 1975 to
implement dairy development activities in the Karauli and madhopur district, under
Operation Flood Program.
Saras Dairy ,Sawai Madhopur (ZDUSS Ltd., sawai Madhopur ) has important involve in the field of
milk collection and marketing and maintains the quality of milk products. That is why saras Dairy
Sawai Madhopur (ZDUSS Ltd , sawai madhopur) has achieved important position in northern India.
Sawai Madhopur provides facilities to farmers and cattle owners and increase the participation of
women in registration of new committees.
[11]

OVERVIEW OF ORGANIZATION-

Dairy development was initiated by the state government in the early seventies under the
auspices of Rajasthan State Dairy Development Corporation(RSDDC) registered in 1975.
Two years later RCDF assumed responsibility for many of the functions of RSDDC. It
became the nodal agency for implementation of operation flood in the state.
Rajasthan Cooperative Dairy Federation (RCDF) set up in 1977 as the implementing
agency for dairy development programmes in Rajasthan is registered as a society under the
Rajasthan cooperative societies act 1965.

LOOKING INTO THE PAST:-

In early 1970 the Govt. accepted the co-operative as the model dairy development in the state
and the financial assistance was obtained in 1975, from the world bank for the dairy
development programmers in the state.

The Rajasthan State dairy Development Co-operation was set up as the implementing
agency for this programme. This function was subsequently handed over to the Rajasthan cooperative Dairy Federation (RCDF) when the state was covered under operation flood
programmed.

On April 1983, the JMSS was merged with RCDF. Thus the federation inherited the Sawai
madhopur Dairy along with the staff as well as the mandate to meet the demand of the
milk product in the Sawai madhopur city.

It may be noted that Sawai madhopur is the largest market for milk and milk product in
Rajasthan and hence the Sawai madhopur Dairy has predominently milk marketing
function. Subsequently, the RCDF handed over the Sawai madhopur Dairy to the Sawai
madhopur milk union April on 1992.

[12]

RAJASTHAN PROFILE:Rajasthan with a geographical area of 3,42,239 sq. kms is India's largest state
with population of 56 million and a density of 165 persons per sq. kms

After agriculture, cattle and other livestock are the most important sources of
livelihood in the state, especially for the poor. In the western regions of the state, with limited
farming potential, livestock provides livelihood security.
This is a more stable source of livelihood than farming since it is less affected by failure of
rains than is agriculture.
Agriculture and dairying have always been inter-dependent in the state. The cultivator
depends largely on bullock power for tillage, irrigation and carting.
Milk and milk products constitute the only source of animal protein for a sizable
vegetarian population.
Milk is also an item of cultural importance. Milk products are integral constituent of
religious ceremonies.
Animal husbandry contributes over 13% to the gross domestic product. Rajasthan
with the highest livestock population in India contributes nearly 40% of wool production and
10% of all milk production in the country. Notable cattle breeds of the state are:Gir in Ajmer and Bhilwara, Tharparkar in Jaisalmer, Barmer & Jodhpur, Haryana in Sikar,
Jhunjhunu, Sawai madhopur & Ganganagar, Kankrej in Barmer, Jalore, Sanchor & Jodhpur,
Rathi in Bikaner & adjoining areas.

[13]

COMPANY PROFILE:Rakesh Sharma

1975
Zilla dugdh utpadak sahakari sangh
ltd. Saras dairy sawaimadhopur
Around 28
Milk,chaach,ghee
Skimmed milk
Ranthumbore Road, Sawai Madhopur.

MANAGING DIRECTOR
Establishment year in Sawai Madhopur
Type of organition
Employees
Societies Products
New products
Address
Mobile number
E-mail
Turnover

[email protected]

To day Sawai madhopur dairy provides liquid milk of four types name

Toned

Double toned

Standard and

Gold (Full cream) and

Various products like Ghee. Paneer table butter, chach, lassi, shrikhand in the
district of Sawai madhopur & Dausa and also contbutes grid. Its sale tetra packs
milk throughout the country.

[14]

The plant is managed and operated by well-qualified, competent and experienced ,

managerial cadre and highly motivated work force to provide highest quality of product of
product and best of services to its esteemed customers

To further improve the efficiency and effectiveness of the plant

performance, Sawai madhopur Dairy (Sawai madhopur Zila Dugdh
Utpadak Sahakari Sangh Ltd., Sawai madhopur) had earlier obtained the
Quality Management Systems Certification as per ISO 9002:1994 in
combination with IS: 15000 (HACCP) in the year 2000. Now the dairy has
upgraded the system in accordance with ISO: 9001: 2000 in combination
with (HACCP) as per IS: 15000: 1998.

Vision and mission of company

Sawai madhopur Dairy is a Co-operative society and it is not just a profit making
unit but to serve the better worth to society.

The main mission of the Saras dairy is to assure and safeguard the interest of the
both nominal consumer of milk in city area and supplier of rural areas. And for this the
Saras Dairy deals according to provide BEST QUALITY product at
REASONALBEPRICE to their customers

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

Saras Dairy heritage is intrinsically linked to the cooperative movement in India.

With determination & pride we will continue to serve our farmers, rural India & our
consumers

QUALITY POLICY
The Sawai madhopur dairy believes that the delighted customer is the only key for overall
development of the organization.

[15]

This is achieved by

Educating milk products for clean milk production

Manufacturing and supplying milk and milk products and services of consistent quality at
comparative price

Adoptive innovate and modern technologies and system

Developing committed workforce

Adoption of safety and environment friendly standards with help of application of

HACCP principal

[16]

CHAPTER-3
REVIEW OF LITERATURE

[17]

CHAPTER 3

REVIEWOFLETERTURE
Backgroundofthestudy
Manylargeorganizationshavemarkedtheirpresenceinthedairyindustryandtryingto
grab as much market share as possible in the industry. Saras Dairy is also one of the
cooperativeorganizationwhichisengageinproducingthemilkandmilkproducts..Thisasa
resulthasmaintainednationalandinternationalforqualityandconsumerslikeliness.These
highstandardmilkandmilkproductsmanufacturedeconomicallyusingmoderntechnologyare
madeavailabletimelytoconsumers.
Thedairyismanufacturingdifferenttypesofmilkandmilkproducts.Theprofilesofthese
productsareasunder:
Milk
Price

Price

Price

(500ml)

(5ltr)

(200ml)

9.00

Rs23.00

Rs140

3.00

8.50

Rs18.00

Rs85

1.50

9.00

Rs20.00

Sr.No.

BrandName

Fat

SNF

SarasGold

6.00

SarasTonned

Sarasdoubletonned

Ghee
Sr.No.

TypeofGhee

BrandName

Quantity

Price

Sarasghee

Saras

500ml

Rs196/

GheeofCowsghee

Saras

1lit

Rs395/

GheeofCowsghee

Saras

15liters

Rs5595/

GheeofCowsmilk

Saras

15liters

Rs5970/

[18]

Butter
Sr.No.

Type

Quantity

TableButter

100gm

WhiteButter

500gm

Flavored
Milk
Sr.No.

Packing

Quantity

Price

Bottle

200ml

Rs18.00

ButterMilk
Sr.No.

Type

Quantity

Price

Goras(SimpleChach)

500gm

Rs12.00

JiraChach

250gm

Rs10.00

Curd
Sr.No.

Packing

Quantit
y

Price

Cup

200ml

Rs15.00

LASSI
DRYSWEETS(MITHAEE)
ICECREAM

THICKSHAKE
PANEER
SRIKHANDAnd
CHEESEistheotherproducts,whicharealsomanufacturebytheSarasDairy.
Theabovementionproductsareimmenselypopularamongtheconsumersofmadhopur
cityandbecomethebrandamongthem.Thusthedairyhasincreaseditssalesofitsproductsin
ordertomeetthedemandsoftheconsumers.Thequalityoftheseproductsisfarsuperiorto
thatoftheotherlocalmanufacturersofthesimilartypesofproducts.

[19]

Itisveryimportantforthedairytosatisfytheneedsoftheconsumerswhohavejoin
thedairywithsomeexpectationsintermsofprice,qualityandquantity.Asdairyisengagein
manufacturingmanyproductsalongwiththemilk,itisveryessentialtogiveregularattention
onthemalso.Thisisveryimportanttoknowaboutconsumerpreferenceandbrandawareness
towardstheseproducts.SoIamgoingtostudytheconsumerpreferenceandbrandrecallability
towardsSarasDairysproducts.

[20]

CHAPTER-4
OBJECT AND RESEARCH METHODOLOGY

[21]

CHAPTER 4
RESEARCH METHODOLOGY
Resarch design is defined as a systematic and objective process of gathering, recording
and analyzing data that provides information to guide business decisions. The process of
business strategy can be divided into three phases planning, execution and report
preparation. The planning phase begins from problem/opportunity identification and leads
to selection of the sampling procedure. Data collection and evaluation can be described as
the execution phase of the business research process, while report generation can be
considered as the last phase.
Steps in the research design process

Identifying and Defining Problem/Opportunity

planning the strategy

Selecting the method of strategy

selecting a Sampling Procedure

Data Collection

Evaluating the Data

Preparing and Presenting the Report

[22]

Marketing research is defined as the formal process of collecting information, analyzing

the result, communicate the findings and implementation in terms of marketing actions.
Analysis of information is used in evolving some marketing and financial decisions.

The research methodologies used to collect data are of two types:

1 Primary method: In this type of method data is collected with the help of face to face
interaction with a person.
2 Secondary method: It does not involve face to face interaction. In this type of method data is
collected through other sources like internet, books, etc.
In this project I have used both the methodologies to collect the data.
Primary Method:

1 I have used primary method to collect data from various departments of Saras Dairy, sawai
mdhopur( Zila Dugdh Utpadak Sahakari Sangh Ltd.,Madhopur) by talking to heads and
staff members of each department.
2 Data is also collected by preparing a questionnaire and asking the respondents to fill up the
questionnaire.
3 Data is also collected by conducting one to one interviews.
Secondary Method:
1 I have used secondary method to collect some data from the annual accounts of the company
Saras Dairy, sawai madhopur (ZDUSS Ltd., madhopur)
2 Data is also collected from the Annual publication of Saras (Magazine)
3 Past Reports
4 Data through internet source

[23]

5 Annual reports of the Saras Dairy

.
Data collection method
Personal survey has been used to collect the data through structured questionnaire.
Universe
The universe consists the respondents of the Jaipur city.
Sampling method
Convenience Sampling Method has been used to select the samples.
Sample size
Samples of 20 respondents are taken from the city for the study.
Sampling frame
Individuals from sawai madhopur city.

[24]

CHAPTER-5
DATA ANALYSIS, RESULTS
& INTERPRETATION

CHAPTER 5

[25]

Data Analysis, Results & Interpretation

AGEANALYSIS:

Table1
Tableshowingtheageoftherespondents

Age
Below20
2140
4155
55Above
TOTAL

No.ofrespondents
01
54
37
08
100

Chart1
Chartshowingtheageoftherespondents
6
0
5
0
4
0
3
0
2
0
1
0
0

54
37

8
1
Below-20

2140

Below-20

21-40

41-55
4155

55-Above
55-Above

Analysis:
This chart shows the diversity in the age group that I have chosen for my sample study
regardingconsumerpreferenceandbrandrecallabilityoftheSarasdairysproducts.Fromthe
aboveanalysis,itcanbenotedthatthemajoritybelongstoagegroupbetween2140(54
respondents),whiletheagegroupof4155consistsof37respondents,further8respondents
fallunderthe55aboveagegroupandlastlyonly1respondentfallunderbelow20agegroup
whopreferandareabletorecalltheproductsofSarasdairy.
GENDERANALYSIS:
[26]

Table2
Tableshowingthegenderoftherespondents
Gender
Male
Female
TOTAL

No.ofrespondents
66
34
100
Chart2

Chartshowingthegenderoftherespondents
70
60
50
40
30
20
10
0

66
34
Male

Female
Ma
le

Female

Analysis:
Theabovechartshowsthatoutof100respondentssurveyedduringtheresearchstudy66
respondentsaremalerespondentandtherest34respondentsarefemalerespondent.

OCCUPATIONANALYSIS:
Table3
Tableshowingtheoccupationoftherespondents
Occupation
Service
Selfemployed
Student
Others
TOTAL

No.ofrespondents
42
29
16
13
100

[27]

Chart3
Chartshowingtheoccupationoftherespondents
5
0
4
0

42
29

3
0

16

2
0
1
0
0

13

Service

Selfemployed

Student

Others

Service

Self-employed

Student

Others

Analysis:
Out of 100 surveyed respondents, 42 of them are having service background, while 29
respondentsareselfemployed,16arestudentandtheremainingisincludedinothers(basically
arehousewife).Thismeansthat42%ofrespondentsarefromservicebyoccupationand29%
ofthemareselfemployed,16%arestudentwhiletherest23%areothersi.e.housewives.So
fromtheabovegraph,itisclearthatthesurveyedrespondentsweremostlyfromserviceand
selfemployedbyoccupation.

[28]

Q1.DoyouconsumeSarasDairysproducts?

Table4
TableshowingtheresponsefortheconsumptionoftheSarasDairysproducts
Response
YES
NO
TOTAL

No.ofrespondents
100
0
100

Chart4
ChartshowingtheresponsefortheconsumptionoftheSarasDairysproducts
1
0
0

100

50

0
YES
YES

NO
NO

Analysis:
Outofthetotal100respondents,allthe100respondentsareconsumingoneortheother
productsoftheSarasDairy.Thereisnorespondentwhoisnotconsuminganyproductofthe
SarasDairy.Soofthetotalhouseholds,100%peopleareconsumingtheSarasDairysproducts
insomeortheotherway.

BRANDRECALLABILITY:
Unpromptedbrandrecallability

Q2.(A)WhichONEbrandcomestoyourmind,whenyouthinkaboutSarasDairy?

[29]

Table5
TableshowingthetopofthemindresponseoftheSarasDairysproducts
Brand
Milk
Buttermilk(Chhas)
Curd(Dahi)
Flavoredmilk
Butter
Ghee
Lassi
DrySweets(Mithaee)
Icecream
Gulabjamun
Thickshake
Rasgulla
Paneer
Shrikhand
Cheese
TOTAL

No.ofrespondents
55
04
04
05
02
00
05
01
09
01
00
01
02
08
03
100

Chart5
ChartshowingthetopofthemindresponseoftheSarasDairysproducts

Top of the mind

6
0
5
0
4
0
3
0
2
0
1
0
0

5
5

5
2

9
1

8
1

Analysis:
FromtheabovetableaswellasfromthechartitisclearlyobservedthattheproductMilkis
setatthetopofthemindoftherespondentwhentheythinkabouttheSarasDairy.Outofthe

[30]

total100respondents,theproductMilkissetatthetopofthetongueoritcanalsobesaidthat
itisatthetopofthemindamongmajorityoftherespondentsi.e.55whentheythinkabout
Sarasdairy.WhiletheproductIcecreamisfollowedbytheproductmilkassecuretheposition
atthetopofthemindamongthe9surveyedrespondents.FurthertheproductShrikhandsetat
thetopofthemindamongthe8respondentsandsimilarlywiththerestoftheproducts.
PromptedBrandRecallability
.
.Q3.WhatistheaverageamountspentbyyouontheSarasDairysproductsinamonth?
Table6
Tableshowingthebuyingpatternoftherespondents
Amount
BelowRs.200
Rs.200toRs.400
Rs.401toRs.600
Rs.601toRs.1000
Rs.1001&above
TOTAL

No.ofrespondents
03
20
39
31
07
100

Chart6
Chartshowingthebuyingpatternoftherespondents
5
0
4
0

39
31

3
0
2
0
1
0
0

20
7

3
Below
Rs.200

Rs.200
to
Rs.400

Below Rs.200
Rs.601 to Rs.1000

Rs.401 to
Rs.600
Rs.200
Rs.400

Rs.1001 & above

Analysis:

[31]

Rs.601 to
Rs.1000
to

Rs.1001 &
above

Rs.401 to Rs.600

Theaverageamountspentbythemajorityoftherespondentsi.e.39isbetweenRs.401
toRs.600.while31respondentsaverageamountonthepurchaseoftheSarasDairysproducts
isbetweenRs.601toRs.1000.FurtherwithintherangeofRs.200toRs.400,therewere20
respondentswhospenttheiraverageamountonthedairysproducts.Whilethereareveryfew
respondentsi.e.7whospentaverageamountonthepurchaseoftheSarasDairysproducts.At
theend,only3respondentsspentbelowRs.200asanaverageamountonthedairysproducts.
Q4.Areyousatisfiedwiththequalityoftheproductsthatyoupurchased?
Table7
Tableshowingthesatisfactionlevelofquality
Satisfactionlevel
Highlysatisfied
Satisfied
Neithersatisfiednordissatisfied
Dissatisfie
d
Highlydissatisfied
TOTAL
Chart7

No.ofrespondents
24
68
07
01
00
100

Chartshowingthesatisfactionlevelofquality
8
0
6
0
4
0
2
0
0

68

24

Highly
satisfied

Highly satisfied
dissatisfied

Satisfied
Satisfied

Neither
satisfied
nor dissatisfied

Dissatisfied

Highly
dissatisfied

Neither satisfied nor dissatisfied

Dissatisfied

Highly

Analysis:
Outof100respondents,68respondentsaresatisfiedwiththequalityoftheproductsofthe
SarasDairy.While24respondentsarehighlysatisfiedwiththequalityofthedairysproducts.
Whereas7respondentsareneutralaboutthequalityoftheproducts.Further,onlyonerespondent

is dissatisfied with the quality of the products of the Saras Dairy. There is not a single
[32]

respondentwhoishighlydissatisfiedwiththequalityoftheproducts.

[33]

Q5.Areyousatisfiedwiththepricethatisbeingchargedfromyou,fortheproduct?
Table8
Tableshowingthesatisfactionlevelofprice
Satisfactionlevel
Highlyagree
Agree
Neitheragreenordisagree
Disagree
Highlydisagree
TOTAL

No.ofrespondents
04
59
24
11
02
100

Chart8
Chartshowingthesatisfactionlevelofprice
1
0
0
0

59
4
Highly
agree

24

AgreeNeither
agree
disagreeDisagree

Highly agree

11
nor

2
Highly
disagree

Agree

Neither agree nor disagree Disagree

Highly disagree

Analysis:
Outof100respondents,59respondentsagreethattheyaresatisfiedwiththepricethat
ischargedfromthemfortheproducts.While24respondentsareindifferentaboutthepriceof
theproducts.Whereas11respondentsaredisagreetowardsthepricethatischargedfromthem
fortheproductsoftheSarasdairy.Lastly,4respondentsarehighlyagreeand2respondentsare
highlydisagreetowardsthepricethatischargedfromthemfortheproducts.

[34]

Q6. Rank the attributes of the products of Saras Dairy purchased by you as per their
importance?
(Develop a five point scale from 1 through 5 where 1= Least Important and 5= Most
Important)
A.PRICE
Table9.1
.
Tableshowingthelevelofimportanceofthepriceattribute
Importance
No.ofrespondents
LeastImportant(1)

01

LittleImportant(2)

13

SomewhatImportant(3)

28

MoreImportant(4)

32

Most Important
(5)

26

Total

100

Chart9.1
Chartshowingthelevelofimportanceofthepriceattribute
40

13

20

32

28

26

Least
Important(1)

Little
Somewhat
Important(2)
Important(3)

Least Important(1)
More Important(4)

Little
Important(2)
Most
Important (5)

More
Important(
4)

Most
Important
(5)

Somewhat
Important(3)

Analysis:
Hereintheabovechartthesurveyedrespondentsbelievepriceasthemostimportant
attributewhilepurchasingtheproducts.Here26respondentsbelievepriceasmostimportant
attributeand32respondentsbelievepriceismoreimportantattributewhilepurchasingthe
productsoftheSarasdairyand28respondentsalsobelievethatpriceissomewhatimportant
forthemwhilepurchasingtheproducts.
[35]

[36]

B.QUALITY
Table9.2
Tableshowingthelevelofimportanceofthequalityattribute
Importanc
e

No.ofrespondents

LeastImportant(1)

00

LittleImportant(2)

00

SomewhatImportant(3)

04

MoreImportant(4)

07

MostImportant(5)

89

Total

100
Chart9.2

1
0
0
8
0
6
0
4
0
2
0
0

Chartshowingthelevelofimportanceofthequalityattribute
89

7
0

Least
Important(
1)

Little
Somewhat
Important(2)
Important(3)
Little
Least Important(1)
Important(2)
Most Important
More Important(4)
(5)

More
Most
Important(4 Important
)
(5)
Somewhat
Important(3)

Analysis:
ThischartshowstheimportanceofqualityofSarasDairysproducts.Outofthe
total100respondents,89respondentshaverankedqualityasthemostimportantattribute
whilepurchasingtheproductsofthe SarasDairy.Whereas7respondentshaveranked
qualityasmoreimportantand4respondentsbelievethatqualityissomewhatimportant
whilepurchasingtheproducts.

[37]

[38]

C.AVAILABILITY
Table9.3
Tableshowingthelevelofimportanceoftheavailabilityattribute
Importance
No.ofrespondents
LeastImportant(1)
01
LittleImportant(2)
03
SomewhatImportant(3)
30
MoreImportant(4)
46
MostImportant(5)
20
Total
100
Chart9.3
Chartshowingthelevelofimportanceoftheavailabilityattribute
5
0
4
0
3
0
2
0
1
0
0

46
30
20

1
Least
Important(1)
Important(2)
Least
Important(1)
More
Important(4)

3
Littl
e

Somewhat
More
Most
Important( Important( Important
3)
4)
(5)
Little
Somewhat
Important(2)
Important(3)
Most Important
(5)

Analysis:
Fromtheabovechartitcanbeeasilyunderstandthatrespondentshaverankedavailability
asthemoreimportantattributewhilepurchasingtheproducts.Whereas30respondentsbelievethat
availability is somewhat important and 20 respondents believe that availability is the most
importantattributewhilemakingthepurchaseoftheproductsoftheSarasDairy.Whileonly1and
3respondentsrankedavailabilityasaleastandlittleimportantattribute.

[39]

D. VARIANTS
Table9.4
Tableshowingthelevelofimportanceofthevariantsattribute
Importance

No.ofrespondents

LeastImportant(1)

03

LittleImportant(2)

13

SomewhatImportant(3)

52

MoreImportant(4)

26

MostImportant(5)

06

Total

100

Chart9.4
Chartshowingthelevelofimportanceofthevariantsattribute
6
0
5
0
4
0
3
0
2
0
1
0

52

26
1
3

0
Least
Little
Somewhat
More
Most
Important( Important(2 Important(3 Important(
Important
1)
)
)
4)
(5)
Least
Little
Somewhat
Important(1)
Important(2)
Important(3)
More
Most Important
Important(4)
(5)

Analysis:
The above chart shows the maximum number of respondents i.e. 52 have ranked
variants as the somewhat important attribute while purchasing the products of the dairy.
Whereas26respondentsbelievethatvariantsismoreimportantattributeoftheproductsand6

[40]

respondentsbelievethatitisthemostimportantattribute.Lastbutnottheleast3and13
respondentshaverankedthevariantsastheleastandlittleimportantattributeoftheproductsof
theSarasDairy.
E.PACKAGING
Table9.5
Tableshowingthelevelofimportanceofthepackagingattribute
Importance

No.ofrespondents

LeastImportant(1)

02

LittleImportant(2)

16

SomewhatImportant(3)

43

MoreImportant(4)

29

MostImportant(5)

10

Total

100
Chart9.5

10
5

4
5
4
0
3
5
3
0
2
5
2
0
1
5

Chartshowingthelevelofimportanceofthepackagingattribute
43

29

16
10

Litt
Least
le
Somewhat
More
Most
Important Important(2 Important(3 Important(4 Important
(1)
)
)
)
(5)
Least
Little
Somewhat
Important(1)
Important(2)
Important(3)
More
Most Important
Important(4)
(5)

Analysis:
Hereoutof100respondents,43respondentshaverankedtheattributepackagingas
somewhatimportant.While29respondents
[41]

[42]

have ranked it as more important and 10 respondents have ranked it as the most
importantattribute.Whereas16respondentshaverankedtheattributepackagingasthelittle
importantandjust2respondentsbelieveitastheleastimportantattributeoftheproductsofthe
dairy.
F.QUANTITY
Table9.6
Tableshowingthelevelofimportanceofthequantityattribute
Importance

No.ofrespondents

LeastImportant(1)

01

LittleImportant(2)

09

SomewhatImportant(3)

29

MoreImportant(4)

37

MostImportant(5)

24

Total

100

Chart9.6
Chartshowingthelevelofimportanceofthequantityattribute
4
0
3
0
2
0
1
0
0

[43]

37
29

24

9
1
Least
Important(
1)

Little
Somewhat
More
Most
Important(2 Important(3 Important(
Important
)
)
4)
(5)
Little
Somewhat
Least Important(1)
Important(2)
Important(3)
Most Important
More Important(4)
(5)

Analysis:
Theabovechart clearshowsthat37respondentshaverankedquantityas
more important attribute of the products. While 24 respondents have ranked the
attributequantityasthemostimportantwhilepurchasingtheproductsofthedairy.
Whereas29respondentsbelievethatitissomewhatimportantwhilepurchasingthe
products.Andatthelast9respondentshaverankedquantityattributeasthelittle
important and only 1 respondent have ranked the attribute quantity as the least
importantone.
Q7. Do you agree that Saras Dairys products are more superior in quality to other
brandsofproducts?(1=stronglyagreeto5=stronglydisagree)
Table10
Tableshowingthesatisfaction/superioritylevel
Satisfactionlevel

No.ofrespondents

Highlyagree

09

Agree

53

Neitheragreenordisagree

32

Disagree

06

Highly
disagree

00

TOTAL

100

[44]

6
0
4
0
2
0
0

Chart10
Chartshowingthesatisfaction/superioritylevel
53
32
9
Highly
agree
Highly
agree

6
Disagr
Neither agree
ee
nor disagree
Agree
Neither agree nor Disagr
disagree
ee
Agree

[45]

0
Highly
disagree
Highly
disagree

Analysis:
From the above chart, it is clearly observed that out of the total 100 respondents, 53
respondentsagreethatSarasDairysproductsaremoresuperiortoothersbrandsofproductsin
termsofquality.While32respondentswhoaresurveyedrespondthattheyareneitheragree
nordisagreeaboutthequalityoftheSarasDairysproductsascomparetootherbrandsof
products.Whereas9respondentsstronglyagreethatthequalityoftheproductsofSarasDairy
aremoresuperiortootherbrandsofproducts.Attheend6respondentsaredisagreetowards
thesuperiorityoftheproductsofdairyintermsofqualityandthereisnorespondentwhois
highlydisagreeaboutthesuperiorityofthequalityoftheproductsofthedair

ResultsandFindings
Icametoknowthatpeoplefromtheagegroupof2140consumemoreSarasDairysproducts.
Ialsocametoknowthatthereismaximumnumberofpeoplehavingtheirannualhousehold
incomebetween2,00,000to4,and00,000.
During the study I also found that there is maximum number of people from service
backgroundbyoccupationandtheminimumisfromothers(housewife)byoccupation.
Itisalsofoundoutthatthereare100%respondentswhoconsumetheproductsofSarasDairy.
Itisalsofoundoutduringthestudythatmilkisthebrandthatremainsatthetopofthemind
amongmaximumnumberofrespondents.Whilegheeandthickshakeisnotatthetopofthe
mindamonganyofthesurveyedconsumers.
Ialsofoundoutthat11%oftherespondentsequallyabletorecallthebrandsbuttermilk,curd
andicecreamwithoutprompting.Whileonly2%oftherespondentsareabletorecallthe
brandsThickshakewithoutprobingthemforthebrands.
Itisalsofoundoutthatoutof100respondents,49respondentsdailyconsumetheir
st

st

1 favoritebrandwhilenotasinglerespondentsconsumetheir1 favoritebrandinonceina
sixmonths.

From the research it is also found out that maximum consumers daily consume their 2

nd

favoritebrand.
Ialsofoundoutthattheaverageamountspentbythemaximumnumberofconsumers(39
respondents)ontheSarasdairysproductsisbetweentherangeofRs.401toRs.600andthe
least(03respondents)amountspentbytheconsumersisbelowRs.200.

Itisalsofoundoutthatoutoftotal100respondents,maximumrespondentsi.e.92aresatisfied
withthequalityoftheproductsoftheSarasdairy.
Ialsocametoknowthat63respondentsareagreeingtowardsthepricechargedbytheSarasdairy
fortheproducts.While13respondentsarenotagreetowardsthesame.

Ialsofoundoutthattheattributepriceismoreimportantforthemajorityconsumerswhile
purchasingtheproductsoftheSarasdairy.
Itisalsofoundoutthatthequalityattributeisthemostimportantfortheconsumerswhile
makingthepurchaseoftheproductsofthedairy.
Further,itisalsofoundoutthatavailabilityattributeisalsomoreimportantfortheconsumers.

CONCLUSION
By this industrial trip to Saras, we conclude that,

The Saras is the more popular milk brand among the people
Saras tries to provide 100% customer satisfaction
Customers believe in the quality and services of Saras
Maximum consumers purchase the Saras milk from the nearest Saras outlet
Saras milk is available in every general store and shops or dairy booths
What students learned from this industrial trip?
The students came to know the nature and scope of the operation and production
capacity of the plant.
The students got an idea about the system of milk production and distributionof the
organization.
The students got the firsthand experience about the industrial working and planning

RECOMMENDATIONS
On careful observation of Saras Dairy during the training period I have the following
suggestion for Saras Dairy, Jodhpur which on proper implementation may provide a big
boost to it.
All information regarding Saras Dairy and its products should be available on internet.
Increase in advertisement and publicity.
Motivation program for booth and parlor owners.
Marketing department should be well furnished and attractive.
Jodhpur Dairy should give milk products competitive prices and facilities.
Glow sign boards should be provided to booth and parlor owners.
New product should be launched like ice-cream.
Inspection and frequent check of booth and parlors.
Good co-ordination between marketing department and booth, Parlor owner.
New technology should be adopted from national and international Company Experts in the
Field.

LIMITATIONS OF THE STUDY

Any research in any field topic gives some new results, discovering new areas etc.
but there are always some limitations thereof.
The limitations that I came across during the course of my training at Saras Dairy,
Jodhpur are: The data collected is totally depended on respondents view which could be bias in
nature.
Sometimes respondents do not give a response or give partial response. It is called non
response error. The reason may be lack of knowledge or unwillingness to answer.
During the survey I came across unfavorable weather condition like scorching heat and
dust storm.
There is the limited time available each day and lots of tasks have to complete in a day
like preparing a reports conducting surveys.
Transfers given by the respondents are not always correct and may be misleading.
It is a very time consuming to go Door to Door in order to conduct a survey of various
homes and find their views and study their buying behavior.
Sometimes it becomes very difficult to convince people as many of them are not at all
aware of Saras products and some are very stubborn. It becomes slightly difficult to
convince such people but it is challenging task and a good learning experience.
Being trainee, non confidential information about the organization is available. This
sometimes becomes a hurdle during the training.
In some cases the respondent is not present at home.

 Sometimes the respondent are not executed, personal interviews are successful only when
the respondents are educated.

The limitations that Saras Dairy comes across are:

1 Low availability of raw milk in summers.
2 Dependence on milk producers.
3 Milk can be produced not manufactured.
4 Increasing competition in dairy industry.
.

QUESTIONNAIRES
I prepared many questionnaires to perform the survey task assigned to me.
These questionnaires were first shown to the officials of the Saras dairy and
after their acceptance and consent they were implemented to do the assigned
task. The various questionnaires prepared by me to conduct surveys and
interviews are enclosed in this section.

Paschimi Rajasthan Zilla Dugdh Utpadak Sahakari Sangh

Ltd., sawai madhopur
Date:_________
Questionnaire for Customers
1) Name

: ___________________________________

2) Address

: ___________________________________
___________________________________
___________________________________

3) Profession

: ___________________________________

4) Age

: ___________________________________

5) Are you aware about Saras?

Yes

No
6) Number of family members

: _______________

Adults __________ Children _________

7) Do you use Saras Products

Yes

No

8) If yes which products do you use?

Milk

Full Cream
Skimmed

Toned

Toned
Double

Butter

Dahi

Paneer

Ghee

Shrikhand

Chhach :

Plan

Namkeen

Lassi :

Sweet

9) Are you satisfied with quality of Saras products?

Yes

No

10) Do you think that Saras products can be improved

further?
Yes

No

11)How do you came to know about Saras Dairy ?

i.)Advertisement
iii)Through booth agents

ii) Friends & Relative

iv)Others

12) Do you have any suggestions

improvement of Saras products?

for

further

__________________________________________________________
13) Which is your nearest Saras booth?
_________________________________________________________
14) Are number of booths sufficient in your locality?
Yes

No

15) Are all products available at the booth?

Yes

No

16) Youer booth holder gives you home delivery?

Yes

No

17) Do you want Saras to introduce any new product?

Yes

No

If yes, which types of products?

______________________________________________________
18) Are you
Products?

satisfied

Yes

with

the

price

of

Saras

No

If not why and what should be the right price?

_________________________________________________________
_
19) Do you think Saras Dairy work on the complaints
given by the consumers?
Yes

No

20) How do you scale SARAS Products ?

ATTRIBUTE

PRICE
SWEETNESS
PACKAGING
SOFTNESS
SCHEMES

POOR

AVERAGE

GOOD

EXCELLENT

AVAILABILITY

AGENCY HOLDER QUESTIONNAIRES

BOOTH
OWNER
NAME=_______________________________________
BOOTH
LOCATION=________________________________________
BOOOTH NO=________________________________________

Q1. From how long you taking SARAS milk ?

A)1Yr

B) more than 1 Yr

C) less than 1Y r

Q2. Are satisfied with SARAS service?

A) YES

B) NO

Q3. Are you taking all the products of SARAS or not

A) YES

B) NO

Q4. Does company replace remaining left products?

A) YES

B) NO

Q5. How much Quantity of SARAS milk consumed in a day from your
booth?
________________________________________

Q6. According to you who are better between AMUL and SARAS?

________________________________________
Q7. Why? Reason for above answer.
________________________________________

Q8. Which Product of SARAS has maximum demand?

________________________________________

Q9. Which SARAS milk product has maximum demand?

________________________________________

Q10. Comment about SARAS?

________________________________________

55