LAKSHMI NARAIN COLLEGE OF TECHNOLOGY

(MER 2008-10)

PROJECT REPORT

ON
(The milk consumption pattern among consumers of Indore with
special emphasis on women & Girls.)

SUBMITTED TO:- SUBMITTED BY:-

LNCT-MER Amrita Tiwari

Dipti Makode
Payal shaikh
Rakhi Joshi

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 ACKNOWLEDGEMENT

Every work accomplished is a pleasure – a sense of satisfaction. However a number of people

always motivate, criticize and appreciate a work with their objective ideas and opinions,

hence we would like to use this opportunity to thank all, who have directly or indirectly

helped us to accomplish this project. Firstly we would like to thank Tushar Kant Roy sir and

A.K Singh sir without there support this project could not be completed. Next we would like

to thank all the people, who gave their valuable time and feedback to this project. We would

also like to thank our Director A.K. SAINI sir and college teachers for supporting us with

resources, which beyond any doubts have helped us a lot.

However, we 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.

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 TABLE OF CONTENTS

SL NO. CONTENTS PAGE NO.

1. EXECUTIVE SUMMARY 4

2. INDUSTRY PROFILE 5-6

3. COMPANY PROFILE 7-9

4. RESEARCH METHODOLOGY 10-13

DATA ANALYSIS AND

5. 14-22
INTERPRETATION

6. FINDINGS 23-24

7. BIBLIOGRAPHY 25

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 EXECUTIVE SUMMARY

This project was undertaken with the objective of ascertaining the milk consumption pattern

among consumers of Indore with special emphasis on women & ladies. The study was

conducted at Amul India Ltd, Indore branch. The respondents preference was studied through

using questionnaire.

A sample size of 200 families was taken for the study, there responses were studied and

interpreted .The sampling design was used convenience sampling. The process of analysis

was done through excel work sheets, frequency table, percentage analysis etc.

It was found that most of the women and girls in the families consume milk daily and the

ratio of consumption to non consumption is 7:3.

Finally the whole study of the research work, women should made aware of the benefits of

Daily milk consumption. .

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 INDUSTRY PROFILE

FOOD INDUSTRY

The food industry is the complex, global collective of diverse businesses that together supply

much of the food energy consumed by the world population. Only subsistence farmers, those who

survive on what they grow, can be considered outside of the scope of the modern food industry.

The food industry includes:

Regulation: local, regional, national and international rules and regulations for food production

and sale, including food quality and food safety, and industry lobbying activities

Education: academic, vocational, consultancy

Research and development: food technology

Financial services: insurance, credit

Manufacturing: agrichemicals, seed, farm machinery and supplies, agricultural construction, etc.

Agriculture: raising of crops and livestock, seafood

Food processing: preparation of fresh products for market, manufacture of prepared food

products

Marketing: promotion of generic products (e.g. milk board), new products, public opinion,

through advertising, packaging, public relations, etc

Wholesale and distribution: warehousing, transportation, logistics

Retail: supermarket chains and independent food stores, direct-to-consumer, restaurant, food

services

Under the food industry, Dairy product is very important part of food processing. Dairy

processing is acting good role in India.

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Dairy Processing

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. 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 centers operate in the State. Also India today is

the lowest cost producer of per litre of milk in the world, at 27 cents, compared with the U.S' 63

cents, and Japan’s $2.8 dollars. Also to take advantage of this lowest cost of milk production and

increasing production in the country multinational companies are planning to expand their

activities here. Some of these milk producers have already obtained quality standard certificates

from the authorities. This will help them in marketing their products in foreign countries in

processed form.

The urban market for milk products is expected to grow at an accelerated pace of around

33% per annum to around Rs.43,500 crores by year 2005. This growth is going to come

from the greater emphasis on the processed foods sector and also by increase in the

conversion of milk into milk products. By 2005, the value of Indian dairy produce is

expected to be Rs 10,00,000 million .Presently the market is valued at around Rs7,00,000

Million tones.

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 COMPANY PROFILE

Amul (Anand Milk Union Limited), formed in 1946, is a dairy cooperative movement in

India. It is a brand name managed by an apex cooperative organisation, Gujarat Co-operative

Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by some 2.6

million milk producers in Gujarat, India. It is based in Anand town of Gujarat and has been a

sterling example of a co-operative organization's success in the long term. The Amul Pattern

has established itself as a uniquely appropriate model for rural development. Amul has

spurred the White Revolution of India, which has made India the largest producer of milk and

milk products in the world. It is also the world's biggest vegetarian cheese brand .

AMUL means "priceless" in Sanskrit. The brand name "Amul," from the Sanskrit "Amoolya,"

was suggested by a quality control expert in Anand. Variants, all meaning "priceless", are found

in several Indian languages.

AMUL stands for,

A = Anand
M = Milk
U = Union
L = Limited

Milestone of Amul

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 NAME Karia district co-operative milk producer’s ltd, widely known
as “Amul”
FROM Co-operative sector registered under the co-operative society
act
LOCATION Amul dairy, nr, railway station, Amul dairy road, Anand
Gujarat ,
India
REGISTRATION 14, December,1946

REGISTERED Kaira district co-operative milk producer’s ltd, Anand -388

001.
Gujarat.
SIZE Production of different products on large scale, collecting 9 to
15
lakh liters milk everyday & producing milk products.
PLANT There are 4 plants

1) Amul Plant 2) Kanjari Plant

3) Mogar Plant 4) Khatraj Plant

BANKER 1. The Kaire District Center Co-Operative Bank Ltd.

2. UTI bank 4. Bank of Baroda

3. SBI 5. Corporation bank

6. Bank of Maharashtra
WORKING 10:45 am to 5:45 pm

1. Shri Tribhuvandas K. Patel

2. Shri Sadar Vallabhbhi Patel

FOUNDERS 3. Shri Morarji Desai

4. Shri Verghese Kurien

5. Shri Harichand M. Dalaya

Gujarat Cooperative Milk Marketing Federation

GCMMF: An Overview

Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food products

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marketing organization. It is a state level apex body of milk cooperatives in Gujarat 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.

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 Members: 13 district cooperative milk
producers' Union

No. of Producer Members: 2.7 million

No. of Village Societies: 13,141

Total Milk handling capacity: 10.21 million liters per day

Milk collection (Total - 2007-08): 2.69 billion liters

Milk collection (Daily Average 2007-
09): 7.4 million liters

Milk Drying Capacity: 626 Mts. per day

Cattle feed manufacturing Capacity: 3090 Mts. per day

ACHIEVEMENT:

Amul created history in following areas:

a) First self motivated and autonomous farmers‟ organization comprising of more than
5000000 marginal milk producers of Kaira District.

b) Created Dairy co-operatives at village level functioning with milk collection centres
owned by them.

c) Computerized milk collection system with electronic scale and computerized accounting
system.

d)The first and only organization in world to get ISO 9000 standard for its farmers co-
operatives.

e)First to produce milk from powder from surplus milk.

Amul is the live example of how co-operation amongst the poor marginal farmers can
provide means for the socio-economic development of the under privileged marginal
farmers.

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RESEARCH METHODOLOGY

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TOPIC OF THE STUDY

To ascertain the milk consumption pattern among consumers of Indore with special emphasis

on women & Girls.

OBJECTIVE OF THE RESEARCH

 To ascertain the milk consumption pattern among consumers of Indore with

special

emphasis on women & Girls.

 Also find out the reasons, if milk is not consumed daily by women and girls.

PROBLEM STATEMENT
There has been unawareness among women and girls about consumption of milk; this study

is intended to find out the percentage of women and girls consuming milk daily and what are

the reasons for no consumption.

SCOPE OF THE STUDY

The scope of the study is limited solely to some areas of Indore visited by researcher for the

purpose of research; this may hence not be a total reflection of the consumption pattern of

milk.

SAMPLE S IZE

It refers to the number of people surveyed for this topic, in the study 200 families

Were surveyed and responses drawn.

SOURCES OF DATA

Primary sources

The primary data was collected through questionnaires. They were filled using the scheduled

method of data collection by the researcher.

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Secondary sources

The secondary sources were used only for collecting information regarding the sample, they

were however not used for final analysis.

RESEARCH DESIGN
A Research design specifies the methods and procedures for conducting a particular study. It

is a map (or) blue print to which the research is to be conducted. Descriptive research design

has been considered as a suitable methodology for present study and for data analysis.

SAMPLING DESIGN

The sampling design used was Convenience sampling, which is a non-probability sampling

method. The convenience factors were the availability and approachability of the

Respondents.

POPULATION
All the families containing women and girls, ranging to higher, middle as well as lower

income group.

PLACES OF STUDY

 Bhanwarkua

 Indrapuri

 Vishnupuri

 Khatiwala Tank

 Palasia

 Shrinagar Extension

 Telephone Nagar

 Vijay Nagar

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  Dewas Naka

MEASUREMENT

The research objective requires the researcher to find out the consumption pattern of milk

among women & girls basically in Indore.

For this the following data relevant were collected

a. No of men women and children in the families.

b. Type of milk used by the families, whether packaged or loose.

c. Average quantity of milk consumed daily by one family, and what is the daily

Consumption pattern of family members specially women and girls.

d. what are the reasons for no consumption of milk by women and girls.

LIMITATIONS OF THE RESEARCH

1. Total coverage of the study is limited to the few customers.

2. Sample size of the study is restricted to 200 families only.

3. Most of the respondents hesitate to give information but how ever an

attempt is made to collect the data systematically.

4. Time is the one constraint of the survey.

ANALYSIS TECHNIQUES

Quantitative analysis is performed using the data collected from families consuming milk.

TOOLS UTILIZED

Percentage Analysis

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Graph Chart

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DATA ANALYSIS & INTERPRETATION

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 DATA ANALYSIS AND INTERPRETATION

The collected data were not easily understandable, so I like to analyze the collected data
in a systematic manner and interpreted with simple method. The analysis and
interpretation of the data involves the analyzing of the collected data and interpretation it
with pictorial representation such as bar charts, pie charts and others.

 No of members in the family and there ages.

Age-
groups
25 - 35 35 - 45 45 - 55 55-above

MEN 51 59 56 44

WOMEN 65 57 129 42

140

120

100
no of mens & womens

80

60

40

20

0
25-35 35-45 45-55 55-above
age groups

men women

INFERENCE

Out of total men respondents about 24.3% belong to age group of 25-35, 28% belong to 35-
45, 26.7% belong to 45-55 and 20% belong to 55 & above.

Likewise out of total women respondents about 22.2% belong to age group of 25-35, 19.5%
belong to 35-45, 44% belong to 45-55 and only 14.4% belong to 55 & above.

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From the above data we can conclude that most of the male respondents belong to age
group of 35-45, and most of the female belong to age group of 45-55.

 No of children in the family.

age - groups 0-5 5 - 15 15 - 25

20 52 41
BOYS
29 39 71
GIRLS

80
70
60
no of boys & girls

50
40
30
20
10
0
0-5 5-15 15-25
age groups

Boys Girls

INFERENCE

Out of total boy’s respondents about 17.7% belong to age group of 0-5 yrs, 46% belong
to 5-15 yrs and 36.3% belong to 15-25 yrs age group.

Like wise out of total girl’s respondents about 20.9% belong to age group of 0-5 yrs, 28%
belong to 5-15 yrs and 51% belong to 15-25 yrs age group.

So we conclude that most of boy respondent belong to 5-15 age group and most of girl
respondent belong to 15-25 yrs.

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  Type of milk used by the respondents.

Loose Packaged
140 60

30%

loose
packaged

70%

INFERENCE

As per the data 30% of the respondent families use packaged milk and 70% uses packaged

milk, so from the above we conclude that majority of the families use loose milk.

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 Average quantity of milk consumed daily by a family.

lTRs/per day 0-1 1-2 2-4 4 - above

No of families 78 80 31 11

4- above

2-4
Ltrs/per day

1-2

0-1

0 20 40 60 80 100
No of familie s

families

INFERENCE

According to obtained data out of 200 families about 39% families consume 0-1 ltrs of milk

daily, 40% families consume 1-2 ltrs, 15.5% families consume 2-4 ltrs and about 5.5%

families consume 4 ltrs & above.

Thus we conclude that majority of families consume 1-2 ltrs of milk daily.

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 Daily average consumption pattern of milk by family members.

average MEN WOMEN GIRLS BOYS

consumption
0 ML 51 85 48 29
100 ML 12 23 0 1
250 ML 118 150 82 68
500 ML 21 30 6 14
500&ABOVE 8 5 2 1

160
140
No of respondents

120
100
80
60
40
20
0
0 ML 100 ML 250 ML 500 ML 500 & Above
Quantity of milk in liters

Men Women Girls Boys

INFERENCE

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It is clear from the above data that the daily average consumption pattern of the family

member is 250 ml.

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 Reason for no consumption of milk by women and girls.

REASONSf reason PERCENTAGE

PRICE 21%

DISLIKE 54%

HABBIT 24%

OTHERS 1%

1%
24% 21%

54%

PRICE DISLIKE HABBIT OTHERS

INFERENCE

It is clear from the above data that most of the women don’t consume milk because of dislike

ness, and rest because of habits, price, other reasons etc.

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  Awareness about the benefits of daily milk consumption by
women.

yes 90%
NO 10%

10%

90%

YES NO

INFERENCE

We can conclude from the data that 90% of women are aware about the benefits of daily milk

consumption and 10% are not aware, so there is awareness but due to different reasons not all

women consume milk daily.

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  Brand of milk generally preferred by the respondents.

BRAND No of families
Amul 74
Sanchi 73
Other 53

80
70
60
50
No of families 40
30
20
10
0
Amul Sanchi Other
Brands

INFERENCE

As per the data out of 200 families 37% families use AMUL milk, 36.5% families use

SANCHI milk and 26.5% families use other milk.

So we conclude that the market share of AMUL is largest among the three.

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 FINDINGS OF THE STUDY

1.The findings of the study tells us that, out of total women respondents which is 293, 208

consume milk daily means 70.90% and 85 don’t means 29.01%.And out of total 139 girls

respondents 91 consume milk daily which is 65.54% and 48 don’t which is 34.53%.

RESPONDENTS YES NO
WOMEN 208 85
(293)
GIRLS 91 48
(139)

W OMEN G IR L S

W OM EN,
29%
G IR L S , 3 5 %

G IR L S , 6 5 %
W OM EN,
71%

YE S NO YES NO

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2. Also out of total women and girls together which is 432, 299 consume milk daily that is

about 69.22% and 133 don’t that is 30.78%.

So, we conclude that almost 70% of females consume milk daily, the ratio of consump-

tion to non consumption is nearly 7:3.

female yes no
respondents
Total(432) 299 133

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 total female respondents

no, 133, 31%

yes, 299,
69%

yes no

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 BIBLIOGRAPHY

Naresh K Malhotra- Marketing Research – An Applied Orientation, 4th Edition, Pearson

Education Pvt. Ltd, New Delhi, 2007.

Philip kotler -- Marketing Management, Prentice Hall of India, New Delhi, 2007.

C.R.Kothari - Research Methodology, New Age International (P) Limited, New Delhi

2008.

WEBLIOGRAPHY

www.wikipedia.org

www.amul.com

www.google.com

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 ANNEXURE

QUESTIONAIRE FOR RESPONDENTS

TOPIC:- To ascertain the milk consumption pattern among consumers of Indore with

special emphasis on women & Girls.

Q:-1 How many members are there in your family and what are there ages?


Men ……………

Women ……………..

Children ……………..
Girls  ……………..
Boys  …………….

Q:-2 Which type of milk do you use?

Packaged Loose

Q:-3 Average quantity of milk consumed daily by your Family?

……………………………………...Ltrs/per day

Q:-4 What is the consumption pattern-

 Men………  Women………
 Girls………  Boys………...

Q:-5 If not consumed by women and girls, then what is the reason?

…………………………………………………….

Q:-6 Are you aware about the benefits of daily milk consumption by women?

Yes No

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Q:-7 Which Brand of milk does you prefer generally?

Amul
Sanchi
Others

PROFILE:-

Name of Respondent - …………………………………….

Contact No- ………………………………………………..

Address - ………………...................................

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