SUMMER INTERNSHIP PROJECT

A Study On Awareness And Acceptance Level Of “

PARAS”

Under Supervision of By.

Mr. Amitabh Pandey Anchal Singh
Designation: Associate Professor Roll no.
MBA/07/020
 INTRODUCTION
► The project is all about the A study on awareness and
acceptance level of “Paras” dairy products .
Consumer awareness is important so that buyer can take the
right decision and make the right choice. Consumer acceptance
is directly linked to satisfaction. An object that requires more
time to be remembered by shoppers would need more progress
in persuading individuals about its benefits.
► Analyisis the customer awareness and acceptance level
towards the dairy products , to know that they aware about
the Paras product and what was the acceptance level towards
the paras Products in daily life.
 INDUSTRY PROFILE
Industry Size :
► The dairy market in India reached a value of Rs 10,527 billion in 2019.
► More than 100 million dairy farmers belong to 96000 local dairy cooperative
who sell their products to one of 170 milk producers cooperative .

Growth Rate:
► As of 2018, India is the leading milk for ~19% of the global market share.
► The milk processing industry in India is annual growth rate (CAGR) of ~14.8%
between FY 2018 and FY 2023, and will reach INR 2,458.7 Bn in FY 2023.
MAJOR PLAYERS
 SWOT ANALYSIS
Strength
• Enhanced milk production with
consequently increased availablity of
milk processing.
• Improved purchasing power of the
consumer.
• Improved transportation facilities for
movement of milk and milk products.
Weekness
• Lack of appropriate technologies for
tropical climate conditions.
• Erratic power supply
• Lack of awareness for clean milk
production.
• Underdeveloped raw milk collection
system in certain parts of the country.
Opportunities
• Greatly improved export potential for
milk products of western as well as
traditional types.
• Expanding market for traditional dairy
products.
• Increasing demand for fluid milk as well
as value added products.
• Byproduct utilization for import
substitution.
Threats
• Introduction of foreign products in
Indian market.
• Increasing chemical contaminated and
residual antibiotics in milk.
• Poor microbiological quality of milk.
• Export of quality feed ingredients
particularly cakes under the
liberalisation policy.
 COMPANY PROFILE
Timeline:
It was incorporated on 15 May, 2007
► Industry : Food & Beverage
► Head Quarters : New Delhi , Delhi
► Type : Public limited incorporate
► Numbers of employees : 500 – 1000 employees
► Tagline : “life enriched”
ORGANISATIONAL STRUCTURE
EXTERNAL STRUCTURE
INTERNAL STRUCTURE
Capitalization :
► Authorized Capital : 200.0 lakhs
Paid-up Capital : 93.01 lakhs
Paid-up Capital % : 46.503403
The company last updated its financials on 31 Mar, 2007 as per Ministry of
Corporate Affairs (MCA)

Market Share :
► VRS Foods ltd. Market share approx 26.28% in India as per the report 2019 .

( Company market / entire market)

► Largest market share in Ghee segment.
KEY PRODUCTS
 KEY MARKET
Market Segmentation:
► The segmentation of Paras Dairy is the mass population and in general, you
will find people of all different age groups and demography enjoying Paras
Dairy products.
► This is because Paras Dairy is not only present in Milk, but also in Ghee,
Flavour milk , Paneer and other such products.
Market Targeting:
► The dairy brand has unveiled colourful milk packages targeting
different consumer age groups.
► However, all that is set to change, with Delhi-based Paras Dairy
coming out with a seven-colour packaging for its milk variants –
Creamy, Lite, Active and Diet.
Market Positioning:
► Its leading position in the domestic market will give you an edge
over the others.
► Grab this incredible opportunity and begin a rewarding business
relationship with the Paras group, which is the hallmark for the
quality of milk, regularity of supply and value of commitment.
 FINANCIAL PERFORMANCE
Annual March 2020 March 2019 March 2018 March 2017 March 2016

Revenue 21740 18898 18168.5 19147.7 14610

EBIT (INR 966 505 437.1 689.1 338.4

Million)

EBIT (%) 4.4 2.7 2.4 3.6 2.3

Interest 2.0 1.0 418.2 332.2 1.0

Coverage (X)

Total Adjusted 4258 4745 1.05 2.1

Debt (INR
Million)

Net Adjusted 4.0 8.6 9.4 5.4

leverage
Major Competitors:
► There are many brands that are operating under Amul including Amul
Milk, Bread Spreads, Cheese, Beverage Range, Amul PRO, Ghee, Dahi,
etc.
SWOT ANALYSIS OF COMPANY
OBJECTIVES OF THE PROJECT
► To check the availability of PARAS Dairy product in market .
► To identify consumer preferences towards dairy brands .
► To analyse the consumer perception of packaged dairy milk.
► To analyse consumer perception towards paras dairy products.
► To identify the customer awareness toward paras dairy products.
► To analyse the customer satisfaction level towards PARAS Dairy
products.
► To analyse the consumption level of customer towards PARAS Dairy
products.
► To know acceptance level of PARAS Dairy products.
RESEARCH METHODOLOGY
► Types Of Research. : Descriptive Research
► Types Of Data : Primary Data and Secondary data
► Sampling Unit : Customer of Varanasi
► Sample Size. : 200
► Sampling Method. : Convenience sampling
► Data Collection Tools. : Questionnaire
► Data Analysis Techniques : SPSS
► Data Representation tool. : Table, Graph & Pie chart
► Duration. : 45 days
► Area of study. : A study on awareness and
acceptance
level of “Paras”
DATA ANALYSIS AND INTERPRETATION
Q. What is your gender ?
What is your gender?
Cumul
Freq Valid ative
uenc Perce Perce Perce
  y nt nt nt
Vali Fem
81 40.5 40.5 40.5
d ale
Male 119 59.5 59.5 100.0
Total 200 100.0 100.0  

Interpretationn:
• The respondents selected on sample Radom basis for the survey on the basis of
data , 119 male and 81 female in the sample of my survey . The valid percentage
of male is 59.5% and female is 40.5%.
 Q. What is your occupation?

What is your occupation?

Cumu
lative
Freq Valid
uenc Perce Perce Perce
  y nt nt nt
Valid House
3 1.5 1.5 1.5
wife
Others 21 10.5 10.5 12.0
Students 109 54.5 54.5 66.5
Working
in
61 30.5 30.5 97.0
Private
Sector
Working
in Public:
Interpretation 6 3.0 3.0 100.0
sector
∙ Through
Totalthis survey we reach
200 100.0 100.0   to a point that 54.5 % people who are
purchasing dairy products belongs to a students background , also there are
30% who is in private sector and 3% in public sector and rest of them also
Q. How many members in your family ?

How many members in your family ?

Cum
ulati
Fre Valid ve
que Perc Perce Perce
  ncy ent nt nt
Valid <5(less
than) 114 57.0 57.0 57.0
members
>7(more
than) 17 8.5 8.5 65.5
members
5-7
69 34.5 34.5 100.0
members
Total 200 100.0 100.0 
Interpretation :
∙ By this survey is comes to be known that 57% of the dairy products
purchaser having a family of less than 5 members and 34.5% of the 5
– 7 members and also 8.5% more than 7 members In a family.
Q.How familiar are you with Paras Dairy
Products?

How familiar are you with Paras Dairy

Products?
Cumu
Freq Valid lative
uenc Perce Perce Perce
  y nt nt nt
Valid I am
aware but
have 60 30.0 30.0 30.0
never
used it
I used in
on daily 54 27.0 27.0 57.0
basis
Never
44 22.0 22.0 79.0
Interpretation
heard of:it
Use it
∙ On the onlybasis of survey it’s comes to be known that 30% of the customers are aware
42 21.0 21.0 100.0
sometime
about Paras
s Dairy Product but not used it and 27% of the customer are use it on
Total 200 100.0 100.0 
daily basis and 21% used it only sometimes and 22% of the customer are never
Q. How often do you drink milk?

How often do you drink Milk ?

Cumulati
Freque Valid ve
  ncy Percent Percent Percent
Valid 1-7
22 11.0 11.0 11.0
days
2-3
32 16.0 16.0 27.0
days
Daily 137 68.5 68.5 95.5
Never 9 4.5 4.5 100.0
Total 200 100.0 100.0  

Interpretation :
∙ On the basis of the survey 68% of the customer are drink a milk on daily
basis and 16% of customer are drink a milk 2-3 days and also there are
some little percentage of customer are never drink a milk.
 Q. How did you first hear about Paras Dairy
Products?
How did you first hear about Paras Dairy Products ?
Cumula
Freq Valid tive
uenc Percen Percen Percen
  y t t t
Valid Friends/
130 65.0 65.0 65.0
Relative
Haven't
heard of it 4 2.0 2.0 67.0
before
Internet 31 15.5 15.5 82.5
Magazine 1 .5 .5 83.0
Newspaper 11 5.5 5.5 88.5
Other 12 6.0 6.0 94.5
TV 11 5.5 5.5 100.0
Total
Interpretation: 200 100.0 100.0 

∙ On the basis of survey 65% of the customer are first heard about the Paras Dairy
Products through Friends and relatives and some customers are heard through
Internet , newspaper and others.
Q. Are you aware about the different dairy brands
available in the market?

Are you aware about different dairy brands

available in the market?
Cumulat
Frequ Valid ive
  ency Percent Percent Percent
Vali No 7 3.5 3.5 3.5
d Yes 193 96.5 96.5 100.0
Total 200 100.0 100.0 

Interpretation:
∙ On the basis of survey it’s comes to know that 193 customer are aware
about the different dairy brands available in the market and some of are
not aware about the different dairy brands.
Q. If yes, which brand you prefer
most?
If yes, which brand you prefer most ?
Cumulat
Frequ Valid ive
  ency Percent Percent Percent
Valid Amul 70 35.0 35.0 35.0
Mother
53 26.5 26.5 61.5
Dairy
Other 9 4.5 4.5 66.0
Paras 68 34.0 34.0 100.0
Total 200 100.0 100.0 

Interpretation:
∙ On the basis of survey there are 35% of the customer are known about Amul
and 34% of customer are aware about the Paras Dairy and also some
customers are known about the Mother Dairy and others dairy brands.
Q. Are you able to find the Paras Dairy Products at near by
store ?

Are you able to find paras dairy products at

near by store?
Cumulat
Frequ Valid ive
  ency Percent Percent Percent
Valid Alway
73 36.5 36.5 36.5
s
Never 48 24.0 24.0 60.5
Rarely 79 39.5 39.5 100.0
Total 200 100.0 100.0  

Interpretation:
∙ There are 39.5% of customer are Rarely find the Paras Dairy Products near by
store and 36% of the customer are always find the Paras Dairy Products and
24% of the customer are never find the Paras Dairy Products on near by store.
Q. Do you want to buy Paras milk ? It’s available in 200 ml (
12rs.) , 500 ml (27rs.) & 1 litre ( 50 rs.)
Do you want to buy Paras milk ?, it's
available in 200 ml ( 12 rs.) , 500 ml ( (27 rs)
&amp; 1 litre ( 50 rs.)
Cumul
Freq Valid ative
uenc Percen Percen Percen
  y t t t
Valid Alread
3 1.5 1.5 1.5
y Using
Maybe 31 15.5 15.5 17.0
No 25 12.5 12.5 29.5
Yes 141 70.5 70.5 100.0
Total 200 100.0 100.0  

Interpretation:
∙ On the basis of the survey there are 70% of the customer are want to buy
a Paras milk and 1.5% are of the customer are already Using the paras
Q. Do you want to buy Paras Flavour milk ? It’s available in 180 ml ( 30
rs.).
Do you want to buy Paras Falovour Milk shake
?, it's ,available in 180 ml ( 30 rs)
Cumula
Frequ Percen Valid tive
ency t Percent Percent
Valid Already
7 3.5 3.5 3.5
Using
Maybe 23 11.5 11.5 15.0
No 27 13.5 13.5 28.5
Yes 143 71.5 71.5 100.0
Total 200 100.0 100.0

Interpretation:
∙ On the basis of the survey 71% of the customer are want to buy a Paras
Flavour milk and 3.5% of the customer are already Using the Paras
Q. Do you want to buy Paras sweetcurd? It’s available in 400 gran (
55 rs.) , 200 gram ( 30 rs.) & 90 gram ( 13 rs.)

Do you want to buy sweetcurd ? , it's available

in 400 gram ( 55 rs.) , 200 gram ( 30 rs.) &amp;
90 gram ( 13 rs )
Cumula
Frequ Valid tive
ency Percent Percent Percent
Valid Already
7 3.5 3.5 3.5
Using
Maybe 29 14.5 14.5 18.0
No 18 9.0 9.0 27.0
Yes 146 73.0 73.0 100.0
Total 200 100.0 100.0

Interpretation:
∙ On the basis of survey there are 73% of the customer are want to buy Paras
sweetcurd and 3.5% of the customer are already Using the Paras sweetcurd.
Q. Do you want to buy Paras chaach ? Its available in 400 ml ( 10
rs. )& 500 ml ( 14 rs

Do you want to buy Paras chaach ? , It's

available in 400 ml ( 10 rs.) &amp; 500 ml ( 14
rs.).
Cumula
Frequ Percen Valid tive
ency t Percent Percent
Valid Already
4 2.0 2.0 2.0
Using
Maybe 19 9.5 9.5 11.5
No 29 14.5 14.5 26.0
Yes 148 74.0 74.0 100.0
Total 200 100.0 100.0

Interpretation:
∙ There are 74% of the customer are want to buy Paras chaach and 2% of the
customer are already Using the Paras chaach.
Q. Do you want to buy Paras Ghee? It’s available in 500 ml (
240 rs.) & 1 litre ( 440 rs.)

Do you want to buy Paras Ghee ? , It's available in

500 ml ( 240 rs.) &amp; 1 litre ( 440 rs.).
Cumulat
Frequ Valid ive
ency Percent Percent Percent
Valid Already
6 3.0 3.0 3.0
Using
Maybe 21 10.5 10.5 13.5
No 21 10.5 10.5 24.0
Yes 152 76.0 76.0 100.0
Total 200 100.0 100.0

Interpretation:
∙ On the basis of survey there are 76% of the customer are want to buy
Paras Ghee and 3% of the customer are already Using the Paras Ghee .
Q. If you are user of Paras Dairy Products then form what
time you are using Paras Dairy Products?

If you are user of Paras Dairy Products than

from what time you are using a Paras dairy
products?
Cumula
Frequ Percen Valid tive
  ency t Percent Percent
Valid 0-6
month 42 21.0 21.0 21.0
s
1 year 76 38.0 38.0 59.0
6-12
month 48 24.0 24.0 83.0
s
Interpretation:
Not a
34 17.0 17.0 100.0
user
∙ On the basis of survey there are 38% of the customer are using Paras Dairy
Total 200 100.0 100.0  
Products from about one year and some customers are using a Paras Products
about 6 month and little bit are not a user of the Paras Dairy Products.
Q.20. What’s your view price of Paras Dairy Products?

What's your view about the price

of Paras Dairy Products?
Cumu
Freq Valid lative
uenc Perce Perce Perce
  y nt nt nt
Vali Aver
d age 182 91.0 91.0 91.0

High 6 3.0 3.0 94.0

Low 12 6.0 6.0 100.0
Tota
200 100.0 100.0 
l

Interpretation:
∙ On the basis of my survey there are 91% of customer are view about price of
Paras Dairy Products are average and 6% of the customer are view about the
price of Paras Dairy Products are low and 3% of the customer are prefer high.
Q. What’s your view about the packaging of Paras Dairy
Products?

What's your view about the packaging

of paras dairy products?
Cumul
Frequ Percen Valid ative
  ency t Percent Percent
Val 1.0 1 .5 .5 .5
id 2.0 5 2.5 2.5 3.0
3.0 36 18.0 18.0 21.0
4.0 116 58.0 58.0 79.0
5.0 42 21.0 21.0 100.0
Total 200 100.0 100.0  

Interpretation:
∙ On the basis of the survey there are 58% of customer are Satisfied the
packaging of the Paras Dairy Products and 21% of the customer are highly
satisfied the packaging of Paras Dairy Products.
Q. Would you rate about performance of Paras Dairy ?

How would you rate about performance

of paras dairy products?
Cumula
Frequ Percen Valid tive
  ency t Percent Percent
Val 1.0 2 1.0 1.0 1.0
id 2.0 8 4.0 4.0 5.0
3.0 32 16.0 16.0 21.0
4.0 109 54.5 54.5 75.5
5.0 49 24.5 24.5 100.0
Total 200 100.0 100.0 

Interpretation:
∙ On the basis of the survey 54% of the customer are Satisfied about the
performance of Paras Dairy and 24% customers are highly satisfied about the
performance of Paras Dairy.
Q. What’s your satisfaction level towards the Paras Dairy
Products?

What's your satisfaction level towards

the Paras Dairy Products
Cumul
Freq Valid ative
uenc Percen Percen Percen
  y t t t
Val 1.0 2 1.0 1.0 1.0
id 2.0 12 6.0 6.0 7.0
3.0 43 21.5 21.5 28.5
4.0 102 51.0 51.0 79.5
5.0 41 20.5 20.5 100.0
Total 200 100.0 100.0 

Interpretation:
∙ On the basis of the survey 51% of customer are Satisfied towards the
satisfaction level of Paras Dairy and 20% of customer are highly satisfied
towards the satisfaction level of Paras Dairy
 
 FINDINGS
► The respondents chose on for the study from the information brought by
survey out 119 Males and 81 Female .
► Out of the individuals reviewed i.e., respondent of dairy Products there
are most of the customers are purchased the dairy products are students
and private sector.
► On the basis of respondents it’s shows that the 57% of customer having
less than 5 members in family.
► There are most of the customer are rarely find the paras dairy products
near by store or market.
► There are most of the customer are prefer the others dairy brands as
compared to Paras Dairy.
► There most of the customer are want to buy the paras dairy products .
► There are large number of customers are drink a milk in a daily life .
► On the basis of the survey customer perception about Paras Dairy
Products price are average.
► 58% of customer are satisfied the packaging of Paras Dairy Products.
► 54% of customers are satisfied the performance of Paras Dairy.
► 51% of customer are satisfied the satisfaction level of Paras Dairy
Products.
 CONCLUSION
Paras dairy industry will not only becoming the major prominent dairy
industry of the India but also making their position or stand in worldwide
dairy markets. Paras dairy know for it large number of dairy products
and for it’s good quality . As a result of it the company got a huge success
in very short period of time .The main focus of the paras to increase
Satisfaction level of customer , in hence quality of dairy products and to
increase the availability of Paras dairy products. Through their is a large
number of people who aware about Paras Dairy Products but their is also
some percentage of people who doesn’t aware about their products. By
adding some factors make paras the biggest dairy industry through out
world wide.
RECOMMENDATIONS / SUGGESTIONS
► Paras have a relatively good distribution network but still company is not
able to fulfill the demand of outlet in the peak season when demand is
very high here company should consider on the supply of Products in the
retailer store then customer can easily purchase the product in the peak
season.
► 500 ml or 1 litre milk pouch should make available in all store in the
market because the lower income family has intention to but small Pouch
milk.
► Reasonable margin of the Products must be provided compare to other
competitors because they attract to customer to purchase the paras dairy
products.
► Customer must be aware about the Paras Dairy Products so then paras
should be increased promotional activities and aware the customer about
Paras Dairy Products.
► Paras should be increased the selling aggressive technics of Products
then consumer are easily able to purchase or buy the paras Products.
 LIMITATIONS
► The training was for short period of time that is why it was not possible to
do the wide survey and may not be enough to understand the whole
market.
► The survey limited only for Varanasi Region.
► Convenient sampling was used as the mode of conducting the research .
► The sample size of the taken was small , therefore it can be said that the
choose sample is not the representative of the whole population .
► Respond may not have been true in answering various questions and may
be biased to certain other questions.
► The questionnaire mostly contained multiple choice questions therefore
many respond did not give a proper through before up the question and
some even ticked things which are not applicable, therefore all the
increased the basis.
► The sample size of the customer are very small and there response from
them does not reflect the exact view Because they may to biased .
 BIBLIOGRAPHY
http://www.parasdairy.com
https://www.tofler.in/vrs-foods-limited/company/U51909DL2007PLC163438
https://www.afaqs.com/news/marketing/38332_paras-dairys-visual-treat
https://www.apollo.io/companies/VRS-
FOODS/5592422273696418f64ffc00?chart=count
https://indiaratings.co.in/PressRelease?pressReleaseID=30607&title=India-Ratings-
Downgrades-VRS-Foods-to-%E2%80%98IND-BBB%2B%E2%80%99%2C-Outlook-Stable
 ANNEXURE
► NAME: __________
► EMAIL: ___________
► AGE : __________
Q. What is your Gender?
1. Male
2. Female
Q . What is your occupation?
1. House wife
2. . Students
3. Working in private sector.
4. Working in public sector
5. Others
Q. How many members in your family?
1. < 5 ( less than) member
2. 5-7 members
3. >7 ( more than) members
Q . How familiar with Paras Dairy Products?
1. Never heard of it
2. I am aware but have never used it
3. Seee it only sometimes.
4. Useee it on daily basis
Q. How did you first heard about Paras Dairy ?
1. TV
2. Magazine
3. Newspaper
4. Internet
5. Friends/Relative
6. Haven’t heard of it before
7. Others
Q. How often do you drink milk?
1. Daily basis
2. 2-3 days
3. 1-7 days
4. Never
Q. Are you aware about the different dairy brands available in the market?
1. Yes
2. No
Q. If yes, which brand you prefer most ?
1. Paras
2. Amul
3. Mother Dairy
4. Others
Q . Are you able to find paras dairy products at near by store?
1. Always
2. Rarely
3. Never
Q. Do you want to buy Paras milk ?, it's available in 200 ml ( 12 rs.) , 500 ml ( (27 rs) & 1 litre ( 50 rs.)
1. Yes
2. No
3. Maybe
4. Already Using
Q. Do you want to buy Paras Flavour Milk shake ?, it's ,available in 180 ml ( 30 rs )
1. Yes
2. No
3. Maybe
4. Already Using
Q.Do you want to buy sweetcurd ? , it's available in 400 gram ( 55 rs.) , 200 gram ( 30 rs.) & 90 gram ( 13
rs )
1. Yes
2. No
3. Maybe
4. Already Using
Q. Do you want to buy Paras chaach ? , It's available in 400 ml ( 10 rs.) & 500 ml ( 14 rs.).
1. Yes
2. No
3. Maybe
4. Already Using
Q.Do you want to buy Paras Ghee ? , It’s available in 500 ml ( 240 rs.) & 1 litre ( 440
rs.).
1. Yes
2. No
3. Maybe
4. Already Using
Q.If you are user of Paras Dairy Products than from what time you are using a
Paras dairy products?
1. 0-6 month
2. 6-12 month
3. 1 year
4. Not user
Q. What's your view about the price of Paras Dairy Products?
1. Low
2. Average
3. High
Q.What’s your view about the packaging of paras dairy products?
1. Highly distatisfied
2. Distatisfied
3. Neutral
4. Satisfied
5. Highly Satisfied
Q.How would you rate about performance of paras dairy products?
1. Highly distatisfied
2. Distatisfied
3. Neutral
4. Satisfied
5. Highly Satisfied
Q.What's your satisfaction level towards the Paras Dairy Products?
1. Highly distatisfied
2. Distatisfied
3. Neutral
4. Satisfied
5. Highly satisfied
 Experience
learning
► Experience Gain :
Learning about dairy industry : Through this project I got a lots of
knowledge related to Indian dairy industry that how they work and upon
what principle their work were based
 Learning about customer perception : I got a chance to learn about
different customers perception about different dairy products it also help me
to measure the scale of awareness of customer towards Paras Dairy .
 Learning data recording and interpretation : Through all this I learned
how to record and analyse the data which gave me a shorter method to
check customer views about our products.
 Enhanced my skills : In preparing the project I got a chance to work on
SPSS , Google forms, Google sheet , MS. Word , etc. Which enhance my
working and writing skill and through survey I enhanced my