Saras Dairy

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RESEARCH ANALYSIS
[A] CONSUMER SATISFACTION LEVEL IN
MILK
Q NO (1)- Milk purchased from?
Key findings and suggestions—total milk
consumption in jodhpur urban is approx. 4 lac. Liters. Out of which saras is sharing only 29% market share. So, it is suggested that to increase the market share we should make sound
interventions in supply chain management i.e. direct delivery to consumers to grab the share of dholwalas. Strategies against growing share of milk mandi i.e. chowta and local shops must be formulate to gain competitive advantage

Q. NO (2)-Packets preferred?

RESEARCH ANALYSIS
[A] CONSUMER SATISFACTION LEVEL IN
MILK
Q NO (1)- Milk purchased from?
Key findings and suggestions—total milk
consumption in jodhpur urban is approx. 4 lac. Liters. Out of which saras is sharing only 29% market share. So, it is suggested that to increase the market share we should make sound
interventions in supply chain management i.e. direct delivery to consumers to grab the share of dholwalas. Strategies against growing share of milk mandi i.e. chowta and local shops must be formulate to gain competitive advantage

Q. NO (2)-Packets preferred?
Key finding and suggestion-as standard is in
which lays highest margins among all the categories. Gold
contains maximum fats and targeting affluent segment of society

which lays highest margins among all the categories. Gold
contains maximum fats and targeting affluent segment of society. Q.NO- (3) Average quantity purchased per
month?
Key finding and suggestion- most of the consumers
and families are consuming 50 ltrs of milk per month. So it is suggested that we should persuade them to increase the
consumption of milk by informing the value and new use of the milk in the dairy life. Consumers, which are purchasing below 50 ltrs per month, should be emphasizing while message is
communicated. Advertising is required to them buy more quantity of milk.

Key finding and suggestion- As we are offering
different mix of fats contents in the packets, so it is quite possible that 37 % people were expecting more then what they have paid in terms of different packets charging differently. ➢Do you find price set milk packets are

reasonable against other milk sources in
jodhpur ?
Key finding and suggestionAs competitors pricing
purely depends upon demand and supply of milk during the
different seasons
of the year. So 42 % people
were arguing against the same price all through the year,
conveying that they should charge less in winters, when supply of milk is highest and demand is comparatively low. As other
sources lower down their prices during winters in absence
demand. Pricing strategies can be reformulated to oppose the consumer grievances.
(A) Are you getting the required supply from
saras ?
Key finding and suggestio n---Most of the consumers
are satisfied with quantity served, so no more measures required to make changes.
(B) Are you getting the milk timely?
Key finding and suggestion– Booths located in
remote areas of jodhpur such as mandore and berry are not
getting the milk timely, so we have to increase the number of vans to send the milk at desired places within given frame of time.
(C) Do you find saras booth is convenient to
approach?
Key finding and suggestion---23% people who are
facing this problem will be definitely satisfied in near future with the proposed plan of department to launch 100 new booths in
different parts of city.
63 |P a g e

(D) Do you find milk of saras is fresh and hygienic
against the exposed? Milk sold in the market by
other sources?
Key finding and suggestion--69% is a per value of
satisfaction, but people finding milk of chouta is fresh brings a negative frame of mind regarding cold milk. So, we have create a health communication regarding our products to erase the image of cold milk from mindsets of those consumers.

(E) Do you find saras booth is clean and well
maintained?...
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