A PRESENTATION ON “CONSUMER AWARENESS ABOUT MILK PRODUCT” AT RAJKOT DISTRICT CO-OPERATIVE MILK PRODUCER'S UNION LTD. Guided By : Dr. Bijal Zaeri. Prepared By : Montu V Vank : Enrollment No :

COMPANY PROFILE Establishment Year : 19th April 1961 Company Address : Dudhsagar Marg, Rajkot. Type of Ownership : Co-operative. Type of Unit : Medium Scale Unit. Nature of Business : FMCG - Consumer Products. Working Hours : 24 Hours Per Day * Total Products : 9

COMPANY OVERVIEW Rajkot dairy is one of the largest co-operative societies in Saurashtra. The unit 'RAJKOT DISTRICT CO-OPERATIVE MILK PRODUCER'S LTD.' was established in 19th April 1961 as a Gopal Dairy, with the help of 'UNICEF'. In the beginning it was at Gondal under the name Pilot Dairy. The main objective of establishing this unit is the economic and social welfare of the farmers. RAJKOT DISTRICT CO-OPERATIVE MILK PRODUCER'S LTD got the membership of Gujarat Co-Operative Milk Marketing Federation Ltd. (GCMMF), Anand, and started working independently. Recently the merger of all the co- oparative is done and Rajkot dairy now produce the milk product with the name of Amul.

PRODUCTS PROFILE

Consumer Orientation Program (COP) It is an activity which runs three days in week. In this program non user of Amul milk call in the number of 30 to 40 and Marketing department provide them plant visit. After that they give lecture on the subject milk. And solve all the questions related to the milk which are asked by ladies. This program is exclusive for ladies because marketing department believes that ladies are influencer in the case of milk. Dairy select areas as per the survey of agency locate in the city. And if they found particular agent has less selling which actually should be than they go for this program. By doing this kind of activity Rajkot dairy actually aware the people about milk adulteration and milk products.

MARKETING RESEARCH OBJECTIVES : To Study the consumer awareness of the Rajkot dairy products and milk adulteration i.e. amul milk user at Rajkot city. To know what is the thinking and facts about usage of milk in Rajkot city. To know what are the perception of the consumer about Rajkot dairy products. To know the standing of the Rajkot dairy products. in Rajkot City. To find out the effectiveness of the consumer orientation program which Rajkot dairy does.

DATA SOURCE: The data was collected as a primary data by filling the questionnaires. SAMPLING AREA: The sampling area of this research is Rajkot city. SAMPLING METHOD: The convenient sampling method was used for this research and the respondents were common people of Rajkot city. SAMPLE SIZE: The size of this research is 100 respondents. METHOD OF CONTACT: The method of contact would be personal and direct as this would help them if they do not have the knowledge about products.

LIMITATION OF THE STUDY There is no concrete basis to prove the response given is a true measure of the opinion of all the consumer as a whole. The questionnaire contained mostly multiple-choice questions; therefore many respondents may not have given a proper thought before answering the questions. Most respondents might be influenced by their peers in answering the questions. Due to the fact that most of the respondents were young, the questions might not have been answered with due sincerity. Convenient sampling was used as the mode of conducting the research. The response of the respondents may not be accurate thinking that the researcher might misuse the data.

DATA COLLECTION AND ANALYSIS: Q.1. Do you use Amul milk or Rajkot dairy product ?

Q.2. If yes, which product do you use ?

Q.3. Have you ever ask content of milk or milk product to your retailer ?

Q.4. Have you ever come across milk adulteration ?

Q.5. If yes, did you complain to

Q.6. Are you aware of consumer courts, for redresser of grievances of consumers ?

Q.7. If yes, have you ever filed a case in the consumer court?

Q.8. Did you ever go to the Rajkot dairy for Consumer Orientation Program which is done by Rajkot dairy ?

Q.9. If yes, Did you learn about milk usage and milk adulteration at Consumer awareness program ?

FINDINGS The big demand of amul gold is hurting the supply of milk and it becomes shortage of milk. There are still ample of people who don’t ask about milk content to their retailer so they need awareness about milk and their food for healthy life. The milk adulteration rate is quite high but people don’t know much about it. The rate of complains must be increase because there are so many types of adulteration is going on in the market of milk. Awareness about filing complains is quite low. the Moto of this program is for awareness about milk so is seems to going fulfilled.

SUGGESTIONS Rajkot dairy can help people for aware them about their health because they are in food business. Awareness about filing complains must be done by government. Dairy should study about people’s real problem with milk products and solve them. The machinery is old so dairy must replace it with latest technology. Working style must be professional and attitude of workers must be control by management. Potential for further growth. Improve the quality of infrastructure. Need to introduce new milk products. Performance appraisal system is required.

BCG METRIX OF RAJKOT DAIRY

CONCLUSION The main learning by this project is how to develop and how to develop others like society, common people. The main aim of Rajkot dairy is to do a sustainable growth and development with some values and a true welfare point of view. During my training period I found that marketing is done in a systematic manner by the dairy. In the dairy, the management of finance and accounts is done with perfection and accuracy. Training in Rajkot dairy was a good experience during which I learned many things regarding the management of a firm. My main focus was know the working style of a co-operative firm and Rajkot dairy is the best place to know about this kind of structure.

REFERENCES BOOKS: Marketing Management. By. Philp Kotler Principles of management. By. L.M.Prasad Annual report of the Company of Financial Year WEB SITES: