STUDY ON SUPPLY CHAIN MANAGEMENT OF SUDHA MILK IN RANCHI CITY
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Date
2019
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Birsa Agricultural University, Ranchi
Abstract
The present study entitled “Study on Supply Chain Management of Sudha Milk in Ranchi
City” was carried out at Ranchi district of Jharkhand during 2018-2019. Ten farmers were
selected from each of the six Sudha dairy Samiti of Neori, Chuttu, Khatanga, Gurttassir, Hocher
and Purnadih of Ranchi city. Altogether 60 farmers, 10 retailers and 200 consumers from Ranchi
district selected through multistage randomized selection were surveyed on the acceptance of
Sudha pasteurized milk, existing supply chain of Sudha milk, and SWOT analysis of Sudha
Dairy.
The data were collected by personal interviews of the respondents through a structured
interview schedule. Demographic details of the Sudha dairy Samiti comprising details of the
farmers’ family size, age, occupation, preference of milk variants among the consumer, choice of
milk, quality of Sudha brand, supply of milk, number of customer visiting Sudha outlet and
SWOT analysis of Sudha dairy were obtained and analyzed.
The study indicated that 62.5% of the customers surveyed preferred packaged milk over
loose and booth milk, 62.0% of the customers rated Sudha brand as excellent, 47.5% of the
customers preferred Sudha brand over loose milk or other brand on the basis of quality and 33%
on the basis of taste. Out of different Sudha milk variants, 37.5% of the customers preferred
Sudha Cow Milk followed by Sudha Healthy (30%). Among milk producing farmers, 40% sold
their milk to Co-operatives. According to SWOT analysis of Sudha dairy, being financially
stable due to involvement of Government, its brand value, effective marketing chain, good
market penetration and quality laboratory are its biggest strength, however, other brands like
Amul, Medha, Osam etc are posing competition to Sudha dairy by increasing milk procurement
and higher commissions to retailers.
Description
STUDY ON SUPPLY CHAIN MANAGEMENT OF SUDHA MILK IN
RANCHI CITY