A STUDY ON CUSTOMER SATISFACTION TOWARDS PONLAIT MILK BY PRODUCTS IN PUDUCHERRY

SUMMER PROJECT REPORT

Submitted By SARANRAJ S [Reg. No. 11397088] Under the Guidance of Dr. B. RAJESWARI M.B.A, M.PHIL, Ph.D ASSISTANCE PROFESSOR In the partial fulfillment for the award of the degree Of MASTER OF BUSINESS ADMINISTRATION

DEPARTMENT OF MANAGEMENT STUDIES SCHOOL OF MANAGEMENT PONDICHERRY UNIVERSITY PUDUCHERRY 605 014

DEPARTMENT OF MANAGEMENT STUDIES School of Management

Pondicherry University, Pondicherry 605 014, India
Ph: (O) 91-413-2654305

BONAFIDE CERTIFICATE
This to certify that the project work entitled A STUDY ON CUSTOMER SATISFACTION TOWARDS PONLAIT MILK BY PRODUCTS IN

PUDUCHERRY is a bonafide work done by SARANRAJ S [REGISTER NO:

11397088] in partial fulfillment of the requirement for the award of Master of Business
Administration by Pondicherry University during the academic year 2011 2013.

PROJECT GUIDE
Dr. B. RAJESWARI, Assistant Professor, Department of Management Studies, School of Management, Pondicherry University.

HEAD OF DEPARTMENT
Dr. T. NAMBIRAJAN, Professor, Department of Management Studies, School of Management, Pondicherry University.

Viva-Voce Examination held on

EXTERNAL EXAMINER

ACKNOWLEDGEMENT
The successful completion of any task would be incomplete without mentioning the names of persons who helped to make it possible. I take this opportunity to express my gratitude in few words and respect to all those who helped me in the completion of this summer project. I express my deep sense of gratitude to the Head of Department

Dr. T. NAMBIRAJAN, Department of Management Studies for providing me with an opportunity to study and for his encouragement and support to complete this project work successfully. I express my immense gratitude to my project guide Dr. B. RAJESWARI, Assistant Professor whose assistance was immeasurable to the completion of this project. I would like to thank MANAGING DIRECTOR Of Ponlait, Puducherry for granting permission to undergo project in their concern. I convey my heartiest thanks to Mr. S. SHAKTHIVEL, Manager (Marketing By Product) and ASSISTANT MANAGER (Marketing By-Product), Ponlait, Puducherry, who guide to do this project work successfully. I would also like to thank all the staffs of the organization for helping me directly and indirectly to conclude this work. Finally, I express my sincere thanks and deep sense of gratitude to my parent (Mr. K. SARANGAPANI and Mrs. JAYALAKSHMI SARANGAPANI), family members, relatives and friends for their constant encouragement, support, help and valuable advice to make this project a success.

ABSTRACT
The Project has been done in The Pondicherry Co-operative Milk Producer Union Ltd., (PONLAIT). The title of the project is A STUDY ON CUSTOMER SATISFACTION TOWARDS PONLAIT MILK BY PRODUCTS IN PUDUCHERRY. The study starts with a Companys profile and also the need for study, review of literature and objectives are set out for the study. Research methodology, Data analysis & Interpretation, Findings and Suggestions of the study follow. One of the main areas of the project is the analysis part, where the data are analyzed & interpreted, to find out the Customer Satisfaction. Some of the tools used in Customer Satisfaction analysis are regarding to: Percentage Method. Chi-Square Method. And then conclusions, limitations & scope for further study were discussed

TABLE OF CONTENTS
CHAPTER
LIST OF TABLES LIST OF CHARTS 1.1 INTRODUCTION I 1.2 PROFILE OF ORGANIZATION 1.3 NEED FOR THE STUDY II III IV V REVIEW OF LITERATURE OBJECTIVES RESEARCH METHODOLOGY DATA ANALYSIS AND INTERPRETATION 6.1 FINDINGS OF THE STUDY VI 6.2 SUGGESTION AND RECOMMENDATIONS VII CONCLUSIONS 8.1 LIMITATIONS OF THE STUDY VIII 8.2 SCOPE FOR THE FUTHER STUDY APPENDICES 9.1 QUESTIONNAIRE IX 9.2 PONLAIT MILK BY-PRODUCT LIST WITH PRICE 9.2 BIBLIOGRAPHY

TITLE

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LIST OF TABLES
S.No
5.1 5.2 5.3 5.4

TABLE NAME
TABLE SHOWING GENDER OF THE RESPONDENTS TABLE SHOWING AGE OF THE RESPONDENTS TABLE SHOWING OCCUPATION OF THE RESPONDENTS TABLE SHOWING RESPONDENTS CONSUMPTION PERIOD OF PONLAIT MILK BY-PRODUCT TABLE SHOWING PONLAIT MILK BY-PRODUCT CATEGORIES WHICH CUSTOMERS USE MOST TABLE SHOWING FACTOR INFLUENCING CUSTOMER TO BUY PONLAIT MILK BY PRODUCTS TABLE SHOWING FACTOR INFLUENCING CUSTOMER TO BUY PONLAIT GHEE TABLE SHOWING MOST PREFERABLE PONLAIT GHEE PACK TABLE SHOWING CUSTOMERS SATISFACTION LEVEL ON PONLAIT GHEE TABLE SHOWING MOST PREFERABLE PONLAIT CURD PACK TABLE SHOWING CUSTOMERS SATISFACTION LEVEL ON PONLAIT CURD TABLE SHOWING CUSTOMERS SATISFACTION LEVEL ON PONLAIT BUTTER MILK TABLE SHOWING CUSTOMERS SATISFACTION LEVEL ON PONLAIT SWEET LESSI TABLE SHOWING CUSTOMERS SATISFACTION LEVEL ON PONLAIT PANEER TABLE SHOWING HOW OFTEN RESPONDENTS BUY PONLAIT STERILIZED FLAVOURED MILK TABLE SHOWING FACTOR INFLUENCING CUSTOMER TO BUY PONLAIT STERILIZED FLAVOURED MILK TABLE SHOWING CUSTOMERS SATISFACTION LEVEL ON

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5.5

5.6

5.7 5.8 5.9 5.10 5.11

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5.16 5.17

PONLAIT STERILIZED FLAVOURED MILK 5.18 TABLE SHOWING HOW OFTEN RESPONDENTS BUY PONLAIT BADHAM POWDER TABLE SHOWING FACTOR INFLUENCING CUSTOMER TO BUY PONLAIT BADHAM POWDER TABLE SHOWING CUSTOMERS SATISFACTION LEVEL ON PONLAIT BADHAM POWDER TABLE SHOWING HOW OFTEN RESPONDENTS BUY PONLAIT SUGARED KHOA TABLE SHOWING FACTOR INFLUENCING CUSTOMER TO BUY PONLAIT SUGARED KHOA TABLE SHOWING MOST PREFERABLE PONLAIT SUGARED KHOA PACK TABLE SHOWING CUSTOMERS SATISFACTION LEVEL ON PONLAIT SUGARED KHOA TABLE SHOWING ICE CREAM RANKING BASED ON CUSTOMERS PREFERENCE TABLE SHOWING CUSTOMERS SATISFACTION LEVEL ON PONLAIT ICE CREAM TABLE SHOWING LEAKEGES/DAMAGE IN PONLAIT MILK BYPRODUCT TABLE SHOWING RESPONDENTS RESPONSE IN CASE OF LEAKAGES/DAMAGE IN PONLAIT MILK BY-PRODUCT TABLE SHOWING OVERALL SATISFACTION LEVEL OF RESPONDENTS TOWARDS PONLAIT MILK BY-PRODUCT TABLE SHOWING PERCENTAGE OF RESPONDENTS BUYING ALL CATEGORIES OF PONLAIT MILK BY-PRODUCT CONSUMPTION PERIOD * OVERALL SATISFACTION CROSSTABULATION INFLUENCING FACTOR * BUYING ALL PRODUCT CATEGORIES CROSSTABULATION

5.19

5.20

5.21

5.22

5.23

5.24

5.25

5.26

5.27

5.28

5.29

5.30 5.31 5.32

LIST OF CHARTS
S.No
5.1 5.2 5.3 5.4

CHART NAME
CHART SHOWING GENDER OF THE RESPONDENTS CHART SHOWING AGE OF THE RESPONDENTS CHART SHOWING OCCUPATION OF THE RESPONDENTS CHART SHOWING RESPONDENTS CONSUMPTION PERIOD OF PONLAIT MILK BY-PRODUCT CHART SHOWING PONLAIT MILK BY-PRODUCT CATEGORIES WHICH CUSTOMERS USE MOST CHART SHOWING FACTOR INFLUENCING CUSTOMER TO BUY PONLAIT MILK BY PRODUCTS CHART SHOWING FACTOR INFLUENCING CUSTOMER TO BUY PONLAIT GHEE CHART SHOWING MOST PREFERABLE PONLAIT GHEE PACK CHART SHOWING CUSTOMERS SATISFACTION LEVEL ON PONLAIT GHEE CHART SHOWING MOST PREFERABLE PONLAIT CURD PACK CHART SHOWING CUSTOMERS SATISFACTION LEVEL ON PONLAIT CURD CHART SHOWING CUSTOMERS SATISFACTION LEVEL ON PONLAIT BUTTER MILK CHART SHOWING CUSTOMERS SATISFACTION LEVEL ON PONLAIT SWEET LESSI CHART SHOWING CUSTOMERS SATISFACTION LEVEL ON PONLAIT PANEER CHART SHOWING HOW OFTEN RESPONDENTS BUY PONLAIT STERILIZED FLAVOURED MILK CHART SHOWING FACTOR INFLUENCING CUSTOMER TO BUY PONLAIT STERILIZED FLAVOURED MILK CHART SHOWING CUSTOMERS SATISFACTION LEVEL ON

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5.5

5.6

5.7 5.8 5.9 5.10 5.11

5.12

5.13

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5.15

5.16 5.17

PONLAIT STERILIZED FLAVOURED MILK 5.18 CHART SHOWING HOW OFTEN RESPONDENTS BUY PONLAIT BADHAM POWDER CHART SHOWING FACTOR INFLUENCING CUSTOMER TO BUY PONLAIT BADHAM POWDER CHART SHOWING CUSTOMERS SATISFACTION LEVEL ON PONLAIT BADHAM POWDER CHART SHOWING HOW OFTEN RESPONDENTS BUY PONLAIT SUGARED KHOA CHART SHOWING FACTOR INFLUENCING CUSTOMER TO BUY PONLAIT SUGARED KHOA CHART SHOWING MOST PREFERABLE PONLAIT SUGARED KHOA PACK CHART SHOWING CUSTOMERS SATISFACTION LEVEL ON PONLAIT SUGARED KHOA CHART SHOWING CUSTOMERS SATISFACTION LEVEL ON PONLAIT ICE CREAM CHART SHOWING LEAKEGES/DAMAGE IN PONLAIT MILK BYPRODUCT CHART SHOWING RESPONDENTS RESPONSE IN CASE OF LEAKAGES/DAMAGE IN PONLAIT MILK BY-PRODUCT CHART SHOWING OVERALL SATISFACTION LEVEL OF RESPONDENTS TOWARDS PONLAIT MILK BY-PRODUCT CHART SHOWING PERCENTAGE OF RESPONDENTS BUYING ALL CATEGORIES OF PONLAIT MILK BY-PRODUCT

5.19

5.20

5.21

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CHAPTER I
1.1 INTRODUCTION
The importance of diary development cannot be over emphasize in our country where the main contribution of growth and strength for a bulk of population are derived from milk and is products. Dairying is a good source of the small and marginal framers as the feeds required for milk production can be met from their limited land resources without increasing much additional cost. Since the milk producing animals are ruminant and majority of their food can be derived from green fodder, grass, roughage and by products not utilized by human beings. The milk animals also provide manures needed for cultivation apart from milk. The main factors regarding low milk production in rural areas are local breed of cattle, lack of green fodder and concentrates and lack of marketing techniques. Under the Socio Economic planning of the country, the above factors are now duly considered. To bring the weaker level of rural population above the poverty line, integrated efforts are also being made to organize the dairying business in the country which will not only augment milk production and producers income but also creates lot of employment opportunities in rural as well in the urban area. Anand Dairy has been a provoking example for other states in the country. INTRODUCTION ABOUT THE DAIRY PRODUCTS Till about year 2000, India was not on the radar screen of most international dairy companies, since India was neither a major importer nor an exporter of dairy products. Through the 70s, 80s and 90s India used to take some milk powder and butter oil as aid. Exports from India were insignificantly small. From 2000 onwards, Indian dairy products, particularly milk powder, casein, whey products and ghee started making their presence felt in global markets. The principle dairy products used in this country are whole milk, evaporated milk, dried milk, cream, butter, cheese, under each of these general terms we find various types and specialty products. There are numerable varieties of dairy products from a general point of view.

EVOLUTION OF DAIRY INDUSTRY IN INDIA Dairying has been part of life in india since the ancient vedic times; the modern dairy industry took roots in 1995 with the sale of bottled milk in Bombay from the Area Milk Colony. The first large scale milk factory was started in 1954 at Anand by Amul, a cooperative venture assistance of UNICEF production of milk powder, butter and ghee products were made from buffalo milk. The worlds largest dairy development program even under taken, the operation flood under took the gigantic task of upgrading and modernizing milk production, procurement, processing and marketing with assistance provided by the world food programmed. The European Economic Community, the World Bank and other internal agencies, designed and implemented by the National Dairy Development Board (NDDA) and the India Dairy Corporation (IDC) the project was launched in July, 1970. Its basic concept comprised the establishment of a cooperative structure on Anand Pattern. OPERATION FLOOD Operation Flood has helped farmers, direct their own development, placing control of the resources they create in their own hands. A 'National Milk Grid', links milk producers throughout India with consumers in over 700 towns and cities, reducing seasonal and regional price variations while ensuring that the producer gets a major share of the price consumers pay. The bedrock of Operation Flood has been village milk producers' cooperatives, which procure milk and provide inputs and services, making modern management and technology available to members. Operation Flood's objectives included:

Increase milk production ("a flood of milk") Augment rural incomes Fair prices for consumers OPERATION FLOODS PHASE -I Operation flood, also referred to as white Revolution is a gigantic project propounded by government of India for developing dairy industry in the country. The operation flood-I Originally meant to be completed in 1975, actually the period of nine years from 1970 79, at a total cost of Rs. 116 corers.

As start of operation Flood I in 1970 certain set of aims were kept in view for the implementation of the programmers. Improvement by milk marketing the organized dairy sector in the metropolitan cities Bombay, Calcutta, Madras, Delhi. The objectives of commanding share of milk market and speed up development of dairy animals respectively hinter lands of rural areas with a view to increase both production and procurement. ANAND PATTERN Under the operation Flood I, the programme for increasing milk production was taken up in hinter lands of various breeding tracts of Anand Pattern and loudly proclaimed with a trumpet. The cooperatives were started originally in eighteen of Indias major milk shed districts and later nine, ore milk sheds area were added to total of 27 in ten states of Maharastra, Gujarat, Tamil Nadu, Andhra Pradesh, Bihar, Haryana, Punjab, UP and Rajasthan. Those dairy cooperatives are based on a model known as Anand Pattern of dairy cooperatives. OPERATION FLOODS PHASE II Operation Flood II (19811985) increased the milk sheds from 18 to 136; 290 urban markets expanded the outlets for milk. By the end of 1985, a self-sustaining system of 43,000 village cooperatives with 42.5 lakh milk producers were covered. Domestic milk powder production increased from 22,000 tons in the pre-project year to 1, 40,000 tons by 1989, all of the increase coming from dairies set up under Operation Flood. In this way EEC gifts and World Bank loan helped promote self-reliance. Direct marketing of milk by producers' cooperatives increased by several million liters a day. OPERATION FLOODS PHASE III Operation floods phase III (19851996) enabled dairy cooperatives to expand and strengthen the infrastructure required to procure and market increasing volumes of milk. Veterinary first-aid health care services, feed and artificial insemination services for cooperative members were extended, along with intensified member education. Operation Flood's Phase III consolidated India's dairy cooperative movement, adding 30,000 new dairy cooperatives to the 42,000 existing societies organized during Phase II. Milk sheds peaked to 173 in 1988-89 with the numbers of women members and Women's Dairy Cooperative Societies increasing significantly.

1.2 PROFILE OF THE ORGANIZATION

PONALIT => PON Pondicherry 1.2.1 ORIGIN & GROWTH This institution was registered during the year 1955 as the first Co-operative Society in the Union Territory of Pondicherry in the name & style as THE PONDICHERRY COOPERATIVE MILK SUPPLY SOCIETY. As time passed the supply society has diversified its activity from consumer to producers, and concentrated in increasing the milk production by giving various assistance/incentives to the milk-producing farmers. The Union started procuring milk from the village producers on quality basis from 1970 onwards. To keep pace with the milk production, the Milk Union has also set up a Dairy Plant with 10,000 Ltrs capacity for processing on 12.04.1971. During the year 1973 the supply society was converted into co-operative milk producers Union with the objective of shifting its focus on the milk producing community and its welfare. With the success of the Amul, the National Dairy Development Board (NDDB) has programmed to replicate the Anand pattern (collecting the quality milk from the members and payment of remunerative price in cash regularly and providing milk production enhancement inputs in kind) all over the nation. Operation Flood during the year 1982/95. The Pondicherry Co-operative Milk Producers Union has also taken up the Worlds largest Dairy Expansion Programmes, the With the launching of Operation Flood LAIT Milk

Programme the Dairy Plant was expanded to 50,000 Ltrs capacity per day. All the milk primary co-operative societies were transformed to Anand pattern societies. Pondicherry co-operative milk producers Union (Ponlait) has entered the MNEMONIC campaign conceived, implemented, promoted and popularized by the National Dairy Development Board (NDDB) for the entire Dairy Co-operative of the Nation, with effect from 30.03.2002. Thus Ponlait was committed to improve the economic and social uplift of the rural farming/milk producing community and supplying the urban consumers with good quality milk. The only institution in Pondicherry is extending more than Rs.1.50 Crore every month to rural economy in cash for the benefit of farming community, by way of Milk Purchase.

1.2.2 ACTIVITIES OF DIFFERENT UNITS OF THE MILK UNION A. MILK PROCUREMENT Ponlait is operating in the Pondicherry Region with 98 affiliated functional Dairy Co-operative Societies. There are 10,000 Cattle owners who become members in the Dairy Co-operative Societies at villages and supplying milk to Ponlait. Milk Supplying members are paid fortnightly in cash with remunerative milk price @ Rs.20.00 per liter for (4.2% & 8.3% SNF) w.e.f 16.02.2012. The primary responsibility of procurement and input section is to procure clean and quality milk from village cattle owners and carryout milk production enhancement services. To achieve this objective, the Procurement & Input wing is conducting various programmes like Clean Milk Production and Quality milk Procurement at Dairy Co-operative Societies. Besides the main activity, the milk-supplying members, milch animals are also provided with Cattle Feed, Green Fodder and Artificial Insemination at subsidized rate. The total demand of milk both consumer and school supply will be 1,00.000 ltrs per day of which 50% will be from Primaries and remaining 50% will be out sourced from Aavin, Tamilnadu & Karnataka Co-operative milk Marketing Federation.

B. MILK PROCESSING
The present handling capacity of the Dairy plant is 50,000 Ltrs per day. However with prudent technical manpower and Top managements support 1,00,000 to 1,25,000 Ltrs of milk is handled per day. 2 varieties of milk namely Toned Milk & Cow Milk are produced as per the consumer requirements. The daily consumer demand is met fully. Present

demand is 95,000 to 1,00,000 Ltrs per day. The Dairy is supplying Toned milk of 6400 ALPD to School children under Sri Rajiv Gandhi School Children Breakfast scheme.

Besides milk processing and grading, the Dairy is equipped to produce 15 MTS of ghee and 5000 Kgs of Khoa (milk Peda) monthly. The Ponlait Ghee and Khoa are much sought after products in the Pondicherry town.

The Dairy is producing 1000-1500 bottles of Flavoured milk and 2500-3000 packets of Butter Milk every day and sells in Pondicherry town. The Dairy is also producing Paneer, Ice Cream, Kulfi, choco bar, Ice candy, Badam Mix and curd as per the requirement of the consumer as and when needed.

C. QUALITY ASSURANCE Since the milk is a highly perishable commodity, proper care is taken to maintain quality of the milk right from the point of production to the point of consumption. At the village level, the milk poured by the individual member producers is tested at the primary society. The milk tested for the quality at society level reaches the Dairy Plant. The raw milk is tested organoleptically at the Dairy reception dock for its quality and then the individual society sample are tested for its fat content and other microbial standards. Apart from this, the processed milk is sampled at every point of storage during the process and proper care is taken to maintain quality standards. Finally the different varieties of milk are graded and kept ready for packing to the consumers. The pouched milk samples are randomly taken and tested for its shelf life after despatch to the consumers. Presently the milk is despatched to the market at 5 degree centigrade in three varieties viz Toned Milk 3.0% FAT 8.5% SNF, and Cow Milk 3.5% Fat 8.5% SNF (SNF- Solids Non Fat) as on date. Day in and day out, maintaining the quality of milk receives the top priority.

D. MILK PRODUCTS Ponlait producing 22 verities of milk By-Products, which includes Ghee, Ice Cream, Curd, etc., Ponlait selling Milk By-Products by its own brand name and also supplying Ice cream to Amul in the name of Amul brand nearly 80 lakhs per month.

E. MARKETING The Pondicherry Co-operative Milk Producers Union is operating in the Pondicherry market, selling three different varieties of milk catering to the different segments of the market, under its brand name Ponlait. Ponlait is the number one milk brand in the Pondicherry town. Though there are many private players in the market, Ponlait is the major market shareholder. A market survey finding indicates that the present market share of Ponlait is around 52%. The present average market throughput is 98,600 ltrs/day (including School Milk Supply). It is anticipated that the sales curve may touch its peak (1,15,000 Ltrs monthly average) during year 2012. Ponlait milk and milk by-product selling in three ways, they are a. Special Orders b. Agents c. Ponlait Milk Parlours

F.

CATTLE FEED Ponlait owns a small Cattle Feed Plant of 30 MT/day capacity in Thattanchavady Industrial Estate. Compounded Cattle Feed is produced with cost effective ingredients and supplied to the members on no profit basis. Ponlait is producing 50 Kgs of Feed out of the total cost of Rs.650/- per bag w.e.f. 01.05.2012. The present monthly production and supply is 800 MTS In addition Ponlait Cattle Feed is supplied to neighboring Villupuram District Dairy also. The Cattle Feed produced in the feed mixing plant is tested batch wise. The balanced compounded cattle feed produced in the Ponlait Cattle Feed Plant is proved to be effective for animal health and quality milk production.

G. ADMINISTRATION The Ponlait Administration is vested with the committee of management comprising 12 elected representatives from the Presidents of Dairy Co-operative Societies and a nominee from National Dairy Development Board, Co-operative Department and Department of Animal Husbandry and Managing Director of the Milk Union. Since the committee of management is dissolved, the Administrator manned by a Deputy Registrar from the Co-operative Department is looking after in lieu of the Board of Management with effect from 06.09.2002. As per the order of the High Court, Chennai, an Advisory Board with the following three members has been constituted by the RCS in order to guide the Administrator by making major policy decisions and other administrative matters. Registrar of Co-operative Societies - Chairman State Director, NDDB, Bangalore Director, AHD, Pondicherry - Member - Member

At present 785 employees in various cadres are working in the Union as follows, 235 112 166 : : : : Regular Employees. Time scale Employees. Consolidated casuals. Casuals

272

1.2.3 MILESTONES OF THE COMPANY SL.NO. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 MILESTONES Registred as The Pondicherry Cooperative Milk Supply Society Ltd Foundation stone laid Dairy Plant Commissioned 10000 ltrs capacity Cattle feed Plant commissioned Registred as The Pondicherry Cooperative Milk Producers Union Ltd Artificial Insemination implemented Dairy Plant Expanded 10000 to 30000 ltrs capacity Urea molasses plant implemented Coop. Development Programme implemented Expansion of Dairy Plant to 50,000 ltrs Capacity Internet based Information System (iDIS) implemented Mnemonic symbol adopted Milk supply to School Children under (Rajiv Gandhi Breakfast Scheme) Inaugrated Sofy ice cream sales at Bus stand Parlour (Atchaya Thiruthai) YEARS 1955 1968 1971 1971 1973 1984 1987&1988 1991 1992 1996&1997 2000&2001 2002 2002 2005

1.3 NEED FOR THE STUDY

A study of this nature will make management of an organization to derive the following benefits. A study of customer satisfaction gives the management an indication of general level of satisfaction among customers. This study tells how the customers feel about their product. The attitudes of customers can be improved through this study. And this study determines the customers satisfaction towards their product.

CHAPTER II
REVIEW OF LITERATURE
CUSTOMER SATISFACTIONS Customer satisfaction, a business term, is a measure of how products and services supplied by a company meet or surpass consumer expectation. It is seen as a key performance indicator within business and is part of the four perspectives of a Balanced Scorecard. In a competitive marketplace where businesses compete for customer, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy. 2.1 CUSTOMER SATISFACTION IN 7 STEPS By Adrian Thompson February 11th 2002

It's a well-known fact that no business can exist without customers. In the business of Website design, it's important to work closely with your customers to make sure the site or system you create for them is as close to their requirements as you can manage. Because it's critical that you form a close working relationship with your client, customer service is of vital importance. What follows are a selection of tips that will make your clients feel valued, wanted and loved. Encourage Face-to-Face Dealings This is the most daunting and downright scary part of interacting with a customer. If you're not used to this sort of thing it can be a pretty nerve-wracking experience. Rest assured, though, it does get easier over time. It's important to meet your customers face to face at least once or even twice during the course of a project. My experience has shown that a client finds it easier to relate to and work with someone they've actually met in person, rather than a voice on the phone or someone typing into an email or messenger program. When you do meet them, be calm, confident and above all, take time to ask them what they need. I believe that if a potential client spends over half the meeting doing the talking, you're well on your way to a sale.

Respond to Messages Promptly & Keep Your Clients Informed This goes without saying really. We all know how annoying it is to wait days for a

response to an email or phone call. It might not always be practical to deal with all customers' queries within the space of a few hours, but at least email or call them back and let them know you've received their message and you'll contact them about it as soon as possible. Even if you're not able to solve a problem right away, let the customer know you're working on it. A good example of this is my Web host. They've had some trouble with server hardware which has caused a fair bit of downtime lately. At every step along the way I was emailed and told exactly what was going on, why things were going wrong, and how long it would be before they were working again. They also apologized repeatedly, which was nice. Now if they server had just gone down with no explanation I think I'd have been pretty annoyed and may have moved my business elsewhere. But because they took time to keep me informed, it didn't seem so bad, and I at least knew they were doing something about the problems. That to me is a prime example of customer service. Be Friendly and Approachable A fellow Site Pointer once told me that you can hear a smile through the phone. This is very true. It's very important to be friendly, courteous and to make your clients feel like you're their friend and you're there to help them out. There will be times when you want to beat your clients over the head repeatedly with a blunt object - it happens to all of us. It's vital that you keep a clear head, respond to your clients' wishes as best you can, and at all times remain polite and courteous. Have a Clearly-Defined Customer Service Policy This may not be too important when you're just starting out, but a clearly defined customer service policy is going to save you a lot of time and effort in the long run. If a customer has a problem.Should they contact different people for billing and technical enquiries. If they're not satisfied with any aspect of your customer service, who should they tell? There's nothing more annoying for a client than being passed from person to person, or not knowing who to turn to. Making sure they know exactly what to do at each stage of their enquiry should be of utmost importance. So make sure your customer service policy is present on your site -- and anywhere else it may be useful.

Attention to Detail (also known as 'The Little Niceties') Have you ever received a Happy Birthday email or card from a company you were a

client. You ever had a personalized sign-up confirmation email for a service that you could tell was typed from scratch. These little niceties can be time consuming and aren't always cost effective, but remember to do them. Even if it's as small as sending a Happy Holidays email to all your customers, it's something. It shows you care; it shows there are real people on the other end of that screen or telephone; and most importantly, it makes the customer feel welcomed, wanted and valued. Anticipate Your Client's Needs & Go Out Of Your Way to Help Them Out Sometimes this is easier said than done! However, achieving this supreme level of understanding with your clients will do wonders for your working relationship Take this as an example: you're working on the front-end for your client's exciting new ecommerce Endeavour. You have all the images, originals and files backed up on your desktop computer and the site is going really well. During a meeting with your client he/she happens to mention a hard-copy brochure their internal marketing people are developing. As if by magic, a couple of weeks later a CD-ROM arrives on their doorstep complete with high resolution versions of all the images you've used on the site. A note accompanies it which reads: Honor Your Promises It's possible this is the most important point in this article. The simple message: when you promise something, deliver. The most common example here is project delivery dates. Clients don't like to be disappointed. Sometimes, something may not get done, or you might miss a deadline through no fault of your own. Projects can be late, technology can fail and sub-contractors don't always deliver on time. In this case a quick apology and assurance it'll be ready ASAP wouldn't go amiss. 2.2 "IF YOU CANNOT MEASURE IT, YOU CANNOT IMPROVE IT." - Lord William Thomson Kelvin (1824-1907) Measurement of Customer Satisfaction is a new significant addition to the new ISO9000: 2000 standard. Organizations certified to this standard are now required to identify parameters that cause customer satisfaction or dissatisfaction and consciously measure them.

2.3 Bill Gaw is the founder of Business Basics, LLC The reality of Customer Satisfaction is in the eyes of the beholder the customer. The sooner we realize and accept our customers perceptions of our products and services as reality, and accept it as our challenge, the sooner we will earn their confidence and become their permanent supplier of choice. 2.4 Joan L. Giese, Assistant Professor & Joseph A. Cote, Professor, Department of Marketing, Washington State University While the literature contains significant differences in the definition of satisfaction, all the definitions share some common elements. When examined as a whole, three general components can be identified: 1) consumer satisfaction is a response (emotional or cognitive); 2) the response pertains to a particular focus (expectations, product, consumption experience, etc.); and 3) the response occurs at a particular time (after consumption, after choice, based on accumulated experience, etc). Consumer responses followed a general pattern similar to the literature. Satisfaction was comprised of three basic components, a response pertaining to a particular focus determined at a particular time. 2.5 CUSTOMER SATISFACTION IS KEY Martin Stoleman As a consultant for people who are considering starting their own small business, I naturally have many things to share with people. Clients come to me with a host of questions about the process of starting a business and about the details of what to focus on above everything else. Once we have talked through the logistics and the finances that are necessary in starting a business, I quickly move into talking about the keys to running a successful business. The first key that I always talk about is customer satisfaction. Before I share with clients that customer satisfaction is my number one key to success, I make them list in order of priority what they feel are the top ten keys to success in their future business. This is important because it gets them thinking about their goals and about actually having to perform for their business to be a success. Most of the time my clients rank customer satisfaction somewhere in their list, but it is very rare that it makes the number one spot. They are shocked when I reveal my list and they see customer satisfaction all the way on the top. I feel strongly about customer satisfaction for many reasons. I guess the biggest reason is that the whole purpose of a business is to invite customers and to meet a need that

they have. If business owners and potential business owners lose sight of the fact that they are in business for the customer and not for the money, then they will never have a successful business. I find that businesses are prosperous and long-lasting to the degree that they truly do make customer satisfaction the center of all they do. Customer satisfaction means a variety of things for the business owner, but the main thing it means is that the needs of the customer are the bottom line and the driving force behind all decisions that are made for the business. It means that gaining and keeping customers is important enough to a business that they are willing to make changes if necessary based on what customers want. Customer satisfaction is the missing key in many struggling businesses. Give customers what they want in a way they want and in a friendly matter and many more of our companies would be doing better. Customer satisfaction is hard to achieve, yet with intention and care it can be rewarding for everyone involved.

CHAPTER

III

OBJECTIVES OF THE STUDY

PRIMARY OBJECTIVE
To study on customer satisfaction of milk by-product in Ponlait.

SECONDARY OBJECTIVES
To identify the customer expectation. To recognize the relationship between the customer and company. To find the customer attitude towards milk by-product in Ponlait. To give Suggestions for improving domestic sales of the ponlait milk byproducts

CHAPTER IV
RESEARCH METHODOLOGY

4.1 RESEARCH Research in common place refers to a search for knowledge. Research is defined as systematic and scientific search for pertinent information on specific topic or area of study.

4.2 METHODOLOGY Methodology is a plan of action for a research project and explains in detail how data are collected analyzed and presented, so that they will provide meaning information. 4.3 RESEARCH DESIGN A Research design is purely and simply the framework or plan for the guides the collection and analysis of data. It is the overall operational pattern or framework of the project that stipulated the information to be collected, from which source and what procedures. A Research design might be described as a series of advance decision that taken together from a specific master plan or the model for the conduct of the investigation. Descriptive research is used in this project.

4.4 DESCRIPTIVE RESEARCH This type of research design is undertaken in many circumstances. When the researcher is interested in knowing the characteristics of certain groups such as age, sex, education level, Occupation or income etc. The Objective of such study is to answer the Who, What, When, Where, and How of the subject under investigation, so in this project study comes under descriptive research design.

4.5 RESEARCH INSTRUMENT USED The questionnaire was found to be the most suitable type of research instrument to collect data. It is important tool of the research; it is used to generate the raw data on which findings were based.

4.6 QUESTIONNAIRE CONSTRUCTION A questionnaire is an assembly of carefully formulated questions, designed to collect facts and options from the respondents. Its an important tool of the research; it is used to generate the raw data on which findings were based.

The aim of the designing questionnaire was o To obtain accurate data. o To make interview as interesting and stimulating. o To be easily analysis. o To facilitate efficient administration of information.

4.7 SOURCE AND COLLECTION OF DATA The task of data collection begins after research problems have been defined and research design chalked out. Data is the foundation for all marketing research. The researchers can obtain data form. Primary data Secondary data

4.7.1 Primary data Primary data are those, which are collected afresh and for the first time, and thus happens to be original in character for this study, primary data involves questionnaires.

4.7.2 Secondary data Profile of the company has been used for information of the study.

4.8 SAMPLING PLAN Due to cost and time involved in collecting the data from all the respondents, it becomes a compulsion to choose representation. Sampling plan explains the o Sampling unit o Sampling size o Sampling method o Area of sampling

Sampling Unit: The sampling unit is who is to be surveyed? That is sampling unit is who are all the

respondent is called sampling unit. The sampling units for this study are customers of Ponlait, Puducherry.

Sampling Size: The sample size for this study is 150.

Sampling Method: Different types of sampling methods are available. In this study the convenience

sampling was selected for this research. This sampling method used the principles of nonprobability technique.

Area Of Sampling: The area of sampling was taken in Puducherry state.

4.9 STATISTICAL TOOLS To arrange and interpret the collected data the following statistical tools were used. 1. Percentage Method. 2. Chi- square Analysis.

1. PERCENTAGE METHOD: The percentage method was extensively used for findings various details. It is used for making comparison between two or more series of data. It can be generally calculated.

No. of respondents favorable Percentage of Respondents = Total no. of respondents x 100

2. CHI SQUARE ANALYSIS The chi-square test has been used to find the relationship between variables, as it is applicable for cross-tabulated data This test has been used to determine whether or not there is any association statistically, between the variables in data collected. The chi-square contingency table has been used, as it is appropriate for the hypothesis of independence between two nominally scaled variables. FORMULA Chi square (2) = (Oij-Eij)2 / Eij

Where Oij= Observed frequency of the cell in ith roe and jth column Eij= Expected frequency of the cell in ith row and jth column

CHAPTER V
DATA ANALYSIS AND INTERPRETATION

TABLE 1 TABLE SHOWING GENDER OF THE RESPONDENTS S.NO 1 2 PARTICULAR Male Female Total
Source: Primary data

NO.OF RESPONDENTS 80 70 150

PERCENTAGE
53% 47%

100%

INFERENCE From the above table 53% of the respondents are male and 47% of the respondents are female who buying Ponalit milk by-products.

CHART 1 CHART SHOWING GENDER OF THE RESPONDENTS

47% 53%

MALE FEMALE

TABLE 2 TABLE SHOWING AGE OF THE RESPONDENTS S.NO 1 2 3 4 5 PARTICULAR <25 25-35 35-45 45-55 55 Total
Source: Primary data

NO.OF RESPONDENTS 41 34 24 29 22 150

PERCENTAGE 27% 23% 16% 19% 15% 100%

INFERENCE From the above table 27% of the respondents belong to the age group of bellow 25 years, 23% of the respondents come under the age group of 25-35 years, 16% of the respondents come under the age group of 35-45 years, 19% of the respondents are in the age group of 45-55 years and 15% of the respondents are in the age group of 55 years.

CHART 2 CHART SHOWING AGE OF THE RESPONDENTS

30% 25% PERCENTAGE 20% 15%

27% 23% 19%

16%

15%
RESPONDENTS

10% 5% 0%

<25

25-35

35-45
AGE

45-55

55

TABLE 3 TABLE SHOWING OCCUPATION OF THE RESPONDENTS S.NO 1 2 3 4 5 PARTICULAR STUDENT GOVERNMENT WORKER PRIVATE WORKER BUSINESS OTHERS Total
Source: Primary data

NO.OF RESPONDENTS 25 21 49 17 38 150

PERCENTAGE 17% 14% 33% 11% 25% 100%

INFERENCE From the above table 17% of the respondents are students, 14% of respondents are government workers, 33% of respondents are private workers, 11% of respondents are doing business and 25% of respondents are engaged in other kind of occupations agriculture, etc.,

CHART 3 CHART SHOWING OCCUPATION OF THE RESPONDENTS

35% 30% 33%

PERCENTAGE

25% 20% 15% 10% 5% 0%

STUDENT GOV'T WORKER PRIVATE WORKER

25% 17% 14% 11%

RESPONDENTS

BUSINESS

OTHERS

OCCUPATION

TABLE 4 TABLE SHOWING RESPONDENTS CONSUMPTION PERIOD OF PONLAIT MILK BY-PRODUCT S.NO 1 2 3 4 PARTICULAR <2Yrs 2-4Yrs 4-6Yrs 6Yrs Total
Source: Primary data

NO.OF RESPONDENTS 21 24 34 71 150

PERCENTAGE 14% 16% 23% 47% 100%

INFERENCE From the above table 14% of the respondents are buying Ponlait milk by-product for less than 2years, 16% of respondents are buying Ponlait milk by-product for 2-4 years, 23% of respondents are buying Ponlait milk by-product for 4-6 years and 47% of the respondents are buying Ponlait milk byproduct for more than equal 6Years.

CHART 4 CHART SHOWING RESPONDENTS CONSUMPTION PERIOD OF PONLAIT MILK BY-PRODUCT

47%

50% 45% 40% 35% PERCENTAGE

30%
25% 20% 15% 10% 5% 14% 16%

23%
RESPONDENTS

0%
<2Yrs 2-4Yrs 4-6Yrs 6Yrs

CONSUMPTION PERIOD

TABLE 5 TABLE SHOWING PONLAIT MILK BY-PRODUCT CATEGORIES WHICH CUSTOMERS USE MOST
S.NO 1 2 3 4 5 6
Source: Primary data

PARTICULAR GHEE CURD AND BUTTER MILK STERILIZED FLOWER MILK BADHAM POWDER SUGARED KHOA ICE CREAM

NO.OF RESPONDENTS (Out of 150) 76 117 68

PERCENTAGE (Out of 100%) 51% 78% 45%

38 75 85

25% 50% 57%

INFERENCE From the above table 51% out of 100% of the respondents are buying Ponlait Ghee, 78% out of 100% of the respondents are buying Ponlait Curd & Butter Milk category products, 45% out of 100% of the respondents are buying Ponlait Sterilezed Flower Milk, 25% out of 100% of the respondents are buying Ponlait Badham Powder, 50% out of 100% of the respondents are buying Ponlait Sugared Khoa and 57% out of 100% of the respondents are buying Ponlait Ice Cream verities.

CHART 5 CHART SHOWING PONLAIT MILK BY-PRODUCT CATEGORIES WHICH CUSTOMERS USE MOST

78% 80% 70% 60% PERCENTAGE 50% 40% 30% 20% 10% 0% PRODUCT CATEGORIES 25% 51% 45% 50% 57%
GHEE CURD AND BUTTER MILK STERILIZED FLOWER MILK BADHAM POWDER SUGARED KHOA ICE CREAM

TABLE 6 TABLE SHOWING FACTOR INFLUENCING CUSTOMER TO BUY PONLAIT MILK BY PRODUCTS
S.NO 1 2 3 4 5 PARTICULAR AVAILABILITY REASONABILITY TASTE & QUALITY FRESH PRODUCTS OTHER Total
Source: Primary data

NO.OFRESPONDENTS 26 25 57 30 12 150

PERCENTAGE 17% 17% 38% 20% 8% 100%

INFERENCE From the above table 17% of the respondents buy Ponlait milk by-product because of availability, 17% of the respondent buy because of reasonability, 38% of the respondent buy because of taste & quality, 20% of the respondent buy because it is fresh product and 8% buy because other reasons like government brand, etc.,

CHART 6 CHART SHOWING FACTOR INFLUENCING CUSTOMER TO BUY PONLAIT MILK BY PRODUCTS

8%

17%
AVAILABILITY REASONABILITY

20% 17%

TASTE & QUALITY FRESH PRODUCTS OTHER

38%

GHEE
NOTE: Out of 150 respondents only 76 respondents buying Ponlait Ghee. Therefore table and chart related to Ponlait Ghee deals only with 76 respondents. TABLE 7 TABLE SHOWING FACTOR INFLUENCING CUSTOMER TO BUY PONLAIT GHEE
S.NO 1 2 3 4 PARTICULAR PRICE TASTE FRESHNESS OTHERS Total
Source: Primary data

NO.OFRESPONDENTS 13 30 28 5 76

PERCENTAGE

17% 39% 37% 7%

100%

INFERENCE From the above table Price influencing 16% of respondents to buy Ponlait Ghee, Taste influencing 36% of respondents to buy Ponlait Ghee, Freshness influencing 37% of respondents to buy Ponlait Ghee and 12% buy Ponlait Ghee because of other reasons like availability, government brand, etc.,

CHART 7 CHART SHOWING FACTOR INFLUENCING CUSTOMER TO BUY PONLAIT GHEE

7% 17%

PRICE TASTE

37%

FRESHNESS OTHERS

39%

TABLE 8 TABLE SHOWING MOST PREFERABLE PONLAIT GHEE PACK

S.NO 1 2 3 4 5 PARTICULAR 200 gm 500 gm 1 kg 2 kg 4 kg Total
Source: Primary data

NO.OF RESPONDENTS 24 26 16 6 4 76

PERCENTAGE 32% 34% 21% 8% 5% 100%

INFERENCE According to the above table 34% of the respondents buying 500gm Ghee packet, 32% of the respondents buying 200gm Ghee packet, 21% of the respondents buying 1kg Ghee packet, 8% of the respondents buying 2kg ghee packet and remaining 5% of respondents buying 4kg Ghee packet.

CHART 8 CHART SHOWING MOST PREFERABLE PONLAIT GHEE PACK

35% 30% 25%

32%

34%

PERCENTAGE

21%

20% 15% 10% 5% 0% 200 gm 500 gm 1 kg 2 kg 4 kg

RESPONDENTS

8% 5%

GHEE PACKET

TABLE 9 TABLE SHOWING CUSTOMERS SATISFACTION LEVEL ON PONLAIT GHEE

S.NO PARTICULAR NO.OFRESPONDENTS
Price Freshness Quality Package Price

PERCENTAGE
Freshness Quality Package

1 2 3 4 5

Highly Satisfied Satisfied No opinion Dissatisfied Highly Dissatisfied Total

24 32 12 7 1

46 25 4 1 76

50 18 7 1 -

26 36 9 5
-

32% 42% 16% 9%

61% 33% 5% 1%

66% 24% 9% 1% -

34% 47% 12% 7% -

1%

100%

Source: Primary data

INFERENCE From the above table 62% of the respondents and 66% of the respondents are highly satisfied with the freshness and quality of Ponlait Ghee respectively. 42% and 49% of the respondents are satisfied with the Price and Package of Ponlait Ghee respectively.

CHART 9
TABLE SHOWING CUSTOMERS SATISFACTION LEVEL ON PONLAIT GHEE

70% 60% 50%

PERCENTAGE

40%
Price

30% 20% 10% 0% Highly Satisfied Satisfied No opinion Dissatisfied Highly Dissatisfied

Freshness Quality Package

SATISFACTION LEVEL

CURD AND BUTTER MILK

NOTE: Out of 150 respondents only 117 respondents buying Curd and Butter milk category products. Out of that 117 respondents only 105 respondents buying Ponlait Curd. Therefore tables and

charts related to Ponlait Curd deals only with 105 respondents. TABLE 10 TABLE SHOWING MOST PREFERABLE PONLAIT CURD PACK S.NO 1 2 PARTICULAR 100 gm 200 gm Total
Source: Primary data

NO.OF RESPONDENTS 51 54 105

PERCENTAGE
49% 51%

100%

INFERENCE From the above table 49% of the respondents buying 100gm Ponlait curd packet and 51% of the respondents buying 200gm curd packet.

CHART 10 CHART SHOWING MOST PREFERABLE PONLAIT CURD PACK

49% 51%

100 gm 200 gm

TABLE 11 TABLE SHOWING CUSTOMERS SATISFACTION LEVEL ON PONLAIT CURD

S.NO PARTICULAR NO.OFRESPONDENTS
Price Freshness Quality Package Price

PERCENTAGE
Freshness Quality Package

1 2 3 4 5

Highly Satisfied 33 Satisfied No opinion Dissatisfied Highly Dissatisfied Total 48 10 14 -

63 29 12 1 105

53 36 9 7 -

64 32 8 1

31% 46% 10% 13% -

60% 28% 11% 1%

50% 34% 9% 7%

61% 30% 8% 1%

100%

Source: Primary data

INFERENCE From the above table 61% of the respondents, 51% of the respondents and 62% of the respondents are highly satisfied with the Freshness, Quality and Package of Ponlait Curd respectively. 45% of the respondents are satisfied with the Price of Ponlait Curd.

CHART 11 CHART SHOWING CUSTOMERS SATISFACTION LEVEL ON PONLAIT CURD

70% 60% 50%

PERCENTAGE

40%
Price

30% 20% 10% 0% Highly Satisfied Satisfied No opinion Dissatisfied Highly Dissatisfied

Freshness Quality Package

SATISFACTION LEVEL

NOTE: Out of 117 respondents who buys Curd & Butter Milk category products only 68 respondents buying Ponlait Butter Milk. Therefore table and chart related to Ponlait Butter Milk deals only with 68 respondents.

TABLE 12
TABLE SHOWING CUSTOMERS SATISFACTION LEVEL ON PONLAIT BUTTER MILK
S.NO PARTICULAR NO.OFRESPONDENTS
Price Freshness Quality Package Price

PERCENTAGE
Freshness Quality Package

1 2 3 4 5

Highly Satisfied Satisfied No opinion Dissatisfied Highly Dissatisfied Total

17 28 11 11 1

15 26 21 6 68

9 24 16 16 3

7 23 24 12 2

24% 43% 16% 16% 1%

22% 38% 31% 9% 100%

13% 35% 24% 24% 4%

10% 34% 35% 18% 3%

Source: Primary data

INFERENCE From the above table 41% of the respondents, 38% of the respondents and 35% of the respondents are satisfied with the Price, Freshness and Quality of Ponlait Butter milk respectively. 35% of the respondents are not having any opinion about the Package Ponlait Butter milk.

CHART 12
CHART SHOWING CUSTOMERS SATISFACTION LEVEL ON PONLAIT BUTTER MILK
45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Highly Satisfied Satisfied No opinion Dissatisfied Highly Dissatisfied

PERCENTAGE

Price Freshness Quality Package

SATISFACTION LEVEL

NOTE: Out of 117 respondents who buys Curd & Butter Milk category products only 66 respondents buying Ponlait Sweet Lessi. Therefore table and chart related to Ponlait Sweet Lessi deals only with 66 respondents.

TABLE 13
TABLE SHOWING CUSTOMERS SATISFACTION LEVEL ON PONLAIT SWEET LESSI
S.NO PARTICULAR NO.OFRESPONDENTS Price Freshness Quality Package Price PERCENTAGE Freshness Quality Package

1 2 3 4 5

Highly Satisfied Satisfied No opinion Dissatisfied Highly Dissatisfied Total

19 16 20 10 1

18 23 18 7 66

12 28 15 8 3

33 22 6 5 -

29% 24% 30% 15% 2%

27% 35% 27% 11% 100%

18% 42% 23% 12% 5%

50% 33% 9% 8% -

Source: Primary data

INFERENCE From the above table 50% of the respondents are highly satisfied with the Package of Ponlait Sweet Lessi. 33% of the respondents and 44% of the respondents are satisfied with the Freshness and Quality of Ponlait Sweet Lessi. 30% of the respondents not having any opinion about the Price of Ponlait Sweet Lessi.

CHART 13
CHART SHOWING CUSTOMERS SATISFACTION LEVEL ON PONLAIT SWEET LESSI
50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Highly Satisfied Satisfied No opinion Dissatisfied Highly Dissatisfied
Price Freshness Quality Package

PERCENTAGE

SATISFACTION LEVEL

NOTE: Out of 117 respondents who buys Curd & Butter Milk category products only 38 respondents buying Ponlait Paneer. Therefore table and chart related to Ponlait Paneer deals only with 38 respondents.

TABLE 14 TABLE SHOWING CUSTOMERS SATISFACTION LEVEL ON PONLAIT PANEER

S.NO

PARTICULAR Highly Satisfied Satisfied No opinion Dissatisfied 4 17 7 10 -

NO.OFRESPONDENTS
Price Freshness Quality Package Price

PERCENTAGE
Freshness Quality Package

1 2 3 4

12 16 8 2 38

5 23 6 4 -

7 16 12 3 -

11% 45% 18% 26% -

32% 42% 21% 5% 100%

13% 63% 16% 8% -

18% 42% 32% 8% -

5 Highly Dissatisfied Total

Source: Primary data

INFERENCE From the above table 42% of the respondents, 42% of the respondents, 61% of the respondents, 42% of the respondents are highly satisfied with Price, Freshness, Quality and Package of Ponlait Paneer respectively.

CHART 14 CHART SHOWING CUSTOMERS SATISFACTION LEVEL ON PONLAIT PANEER

70% 60% PERCENTAGE 50% 40% 30% 20% 10% 0% Highly Satisfied Satisfied No opinion Dissatisfied Highly Dissatisfied Price Freshness Quality Package

SATISFACTION LEVEL

STERILIZED FLAVOURED MILK

NOTE: Out of 150 respondents only 68 respondents buying Ponlait Sterilized Flavoured Milk. Therefore tables and charts related to Ponlait Sterilized Flavoured Milk deals only with 68 respondents.

TABLE 15
TABLE SHOWING HOW OFTEN RESPONDENTS BUY PONLAIT STERILIZED FLAVOURED MILK S.NO 1 2 3 PARTICULAR Very often Often Rarely Total
Source: Primary data

NO.OF RESPONDENTS 24 23 21 68

PERCENTAGE 35% 34% 31% 100%

INFERENCE From the above table 35% of the respondents buy Ponlait Sterilized Flavoured Milk Very Often, 34% of the respondents buy Ponlait sterilized flavoured milk Often and 31% of the respondents buy Ponlait Sterilized Flavoured Milk Rarely.

CHART 15
CHART SHOWING HOW OFTEN RESPONDENTS BUY PONLAIT STERILIZED FLAVOURED MILK

35% 34% PERCENTAGE 33% 32% 31% 30% 29%

35% 34%

31%

Respondents

Very often

Often FREQUENCY

Rarely

TABLE 16 TABLE SHOWING FACTOR INFLUENCING CUSTOMER TO BUY PONLAIT STERILIZED FLAVOURED MILK S.NO 1 2 3 4 PARTICULAR PRICE TASTE FRESHNESS OTHERS Total
Source: Primary data

NO.OF RESPONDENTS 1 44 15 8 68

PERCENTAGE
1% 65% 22% 12%

100%

INFERENCE

From the above table 65% of the respondents buy ponlait sterilized flavoured milk because of its taste. 22% of the respondents influenced by its freshness, 1% of the respondents influenced by its price and remaining 12% of the respondents influenced by other factors like availability, habit, etc., CHART 16 CHART SHOWING FACTOR INFLUENCING CUSTOMER TO BUY PONLAIT STERILIZED FLAVOURED MILK

1% 12%

PRICE

22%

TASTE FRESHNESS OTHERS

65%

TABLE 17 TABLE SHOWING CUSTOMERS SATISFACTION LEVEL ON PONLAIT STERILIZED FLAVOURED MILK S.NO PARTICULAR 1 2 3 4 5 Highly Satisfied Satisfied No opinion Dissatisfied Highly Dissatisfied Total
Source: Primary data

NO.OF RESPONDENTS

PERCENTAGE

Price Freshness Quality Package Price Freshness Quality Package 6 19 8 26 9

26 29 12 1

32 27 7 2 68

17 35 10 6 -

9% 28% 12% 38% 13%

38% 43% 18% 1% -

47% 40% 10% 3% -

25% 51% 15% 9% -

100%

INFERENCE

From the above table 38% of the respondents dissatisfied with the price of Ponlait Sterilized Flavoured Milk. 43% of the respondents satisfied with the freshness of the Ponalit Sterilized Flavoured Milk, 47% of the respondents highly satisfied with the quality of the Ponalit Sterilized Flavoured Milk and 51% of the respondents satisfied with the package of the Ponalit Sterilized Flavoured Milk CHART 17 CHART SHOWING CUSTOMERS SATISFACTION LEVEL ON PONLAIT STERILIZED FLAVOURED MILK
60% 50% 40% 30% 20% 10% 0% Highly Satisfied Satisfied No opinion Dissatisfied Highly Dissatisfied
Price Freshness Quality Package

PERCENTAGE

SATISFACTION LEVEL

BADHAM POWDER
NOTE: Out of 150 respondents only 38 respondents buying Badham Powder. Therefore tables and charts related to Ponlait Badham Powder deals only with 38 respondents.

TABLE 18 TABLE SHOWING HOW OFTEN RESPONDENTS BUY PONLAIT BADHAM POWDER S.NO 1 2 3 PARTICULAR Very often Often Rarely Total
Source: Primary data

NO.OF RESPONDENTS 7 14 17 38

PERCENTAGE
18% 37% 45%

100%

INFERENCE From the above table 18% of the respondents buying Ponlait Badham Powder Very Often, 37% of the respondents buying Ponlait Badham Powder Often and 45% of the respondents buying Badham Powder Rarely.

CHART 18 CHART SHOWING HOW OFTEN RESPONDENTS BUY PONLAIT BADHAM POWDER

45%
45% 40% 35%

37%

PERCENTAGE

30% 25% 20% 15% 10% 5% 0% Very often Often Rarely

18%

RESPONDENTS

FREQUENCY

TABLE 19 TABLE SHOWING FACTOR INFLUENCING CUSTOMER TO BUY PONLAIT BADHAM POWDER S.NO 1 2 3 4 PARTICULAR PRICE TASTE FRESHNESS OTHERS Total
Source: Primary data

NO.OF RESPONDENTS 2 19 11 6 38

PERCENTAGE
5% 50% 29% 16%

100%

INFERENCE From the above table, taste highly influencing (50% of the respondents) respondents to buy Ponlait Badham Powder. Price influencing only 5% of the respondent to buy Ponlait Badham Powder.

CHART 19 CHART SHOWING FACTOR INFLUENCING CUSTOMER TO BUY PONLAIT BADHAM POWDER

5% 16%

PRICE TASTE FRESHNESS

29%

50%

OTHERS

TABLE 20 TABLE SHOWING CUSTOMERS SATISFACTION LEVEL ON PONLAIT BADHAM POWDER S.NO PARTICULAR NO.OFRESPONDENTS PERCENTAGE

Price Freshness Quality Package Price Freshness QualityPackage 1 2 3 4 5 Highly Satisfied Satisfied No opinion Dissatisfied Highly Dissatisfied Total
Source: Primary data

10 16 6 6 -

18 16 4 38

20 13 5

15 17 4 2 -

26% 42% 16% 16%

47% 42% 11% -

53% 34% 13% -

39% 45% 11% 5%

100%

INFERENCE From the above table 42% and 45% of the respondents are satisfied with the price and package of Ponlait Badham Powder respectively. 47% and 53% of the respondents are highly satisfied with the Freshness and Quality of Ponlait Badham Powder respectively.

CHART 20 CHART SHOWING CUSTOMERS SATISFACTION LEVEL ON PONLAIT BADHAM POWDER

60% 50% 40% 30% 20% 10% 0% Highly Satisfied Satisfied No opinion Dissatisfied Highly Dissatisfied
Price Freshness Quality Package

PERCENTAGE

SATISFACTION LEVEL

SUGARED KHOA
NOTE: Out of 150 respondents only 75 respondents buying Ponlait Sugared Khoa. Therefore tables and charts related to Ponlait Ponlait Sugared Khoa deals only with 75 respondents.

TABLE 21 TABLE SHOWING HOW OFTEN RESPONDENTS BUY PONLAIT SUGARED KHOA S.NO 1 2 3 PARTICULAR Very often Often Rarely Total
Source: Primary data

NO.OF RESPONDENTS 20 34 21 75

PERCENTAGE
27% 45% 28%

100%

INFERENCE From the above table 27% of the respondents buying Ponlait Sugared Khoa Very Often, 45% of the respondents buying Ponlait Sugared Khoa Often and 28% of the respondents buying Ponlait

Sugared Khoa Rarely. CHART 21 CHART SHOWING HOW OFTEN RESPONDENTS BUY PONLAIT SUGARED KHOA

45% 40% 35%

45%

PERCENTAGE

30% 25% 20% 15% 10% 5% 0% Very often Often Rarely

27%

28%
RESPONDENTS

FREQUENCY

TABLE 22 TABLE SHOWING FACTOR INFLUENCING CUSTOMER TO BUY PONLAIT SUGARED KHOA S.NO 1 2 3 4 PARTICULAR PRICE TASTE FRESHNESS OTHERS Total
Source: Primary data

NO.OF RESPONDENTS 2 64 6 3 75

PERCENTAGE 3% 85% 8% 4% 100%

INFERENCE From the above table, taste highly influencing (85% of the respondents) respondents to buy Ponlait Sugared Khoa. Price influencing only 3% of the respondent to buy Ponlait Sugared Khoa.

CHART 22 CHART SHOWING FACTOR INFLUENCING CUSTOMER TO BUY PONLAIT SUGARED KHOA

3% 4% 8%

PRICE TASTE FRESHNESS OTHERS

85%

TABLE 23 TABLE SHOWING MOST PREFERABLE PONLAIT SUGARED KHOA PACK S.NO 1 2 3 4 PARTICULAR 50 gm 100 gm 200 gm 250 gm Total
Source: Primary data

NO.OF RESPONDENTS 42 22 6 5 75

PERCENTAGE 56% 29% 8% 7% 100%

INFERENCE From the above table majority of respondents buying 50gm Sugared Khoa Packet (56% of respondents) and very less preferable Khoa packet of the respondent is 250gm packet.

CHART 23 CHART SHOWING MOST PREFERABLE PONLAIT SUGARED KHOA PACK

60% 50% 40%

56%

PERCENTAGE

29%
30%
RESPONDENTS

20%

8%
10% 0% 50 gm 100 gm 200 gm

7%

250 gm

SUGARED KHOA PACKET

TABLE 24
TABLE SHOWING CUSTOMERS SATISFACTION LEVEL ON PONLAIT SUGARED KHOA NO.OF RESPONDENTS S.NO PARTICULAR Price Freshness Quality Package Price 1 2 3 4 Highly Satisfied Satisfied No opinion Dissatisfied Highly Dissatisfied Total
Source: Primary data

PERCENTAGE Freshness Quality Package 36% 51% 11% 3% 52% 44% 3% 1% 20% 44% 13% 21%

5 17 18 23

27 38 8 2

39 33 2 1

15 33 10 16

7% 23% 24% 31%

12

16%

100%

1%

75

INFERENCE

From the above table majority of the respondents (31%) dissatisfied with the Price of Ponlait Sugared Khoa, 51% of the respondents are satisfied with the Freshness, 52% are highly satisfied with the Quality and 44% of the respondents are satisfied with the package of Ponlait Sugared Khoa. CHART 24 CHART SHOWING CUSTOMERS SATISFACTION LEVEL ON PONLAIT SUGARED KHOA
60% 50%

PERCENTAGE

40% 30% 20% 10% 0% Highly Satisfied Satisfied No opinion Dissatisfied Highly Dissatisfied
Price Freshness Quality Package

SATISFACTION LEVEL

ICE CREAM VERITIES

NOTE: Out of 150 respondents only 85 respondents buying Ponlait Ice cream verities. Therefore tables and charts related to Ponlait Ice cream verities deals only with 85 respondents.

TABLE 25 TABLE SHOWING ICE CREAM RANKING BASED ON CUSTOMERS PREFERENCE

ICE CREAM VERITIES KULFI CHOCOBAR CUP ICE CREAM CONE ICE CANDYY VENNILLA STRAWBERRY VENNILLA BALL STRAWBERRY BALL BUTTER SCOTCH CASSATTA FRUTEE NUTS FRANKO DELIGHT 2 IN 1 PLAIN 2 IN 1 SPECIAL
Source: Primary data

RANK 1 2 3 4 5 6 7 8 9 10 11 12 13 14

INFERENCE

From the above table Kulfi is the most preferable ice cream verity of the respondents, hence it got 1st rank and 2 in 1 special is not known to many of the respondents so it got 14th rank.

TABLE 26 TABLE SHOWING CUSTOMERS SATISFACTION LEVEL ON PONLAIT ICE CREAM

S.NO PARTICULAR 1 2 3 4 5 Highly Satisfied Satisfied No opinion Dissatisfied Highly Dissatisfied Total
Source: Primary data

NO.OF RESPONDENTS Price Freshness Quality Package Price 17 46 18 4 47 37 1 37 36 11 1 5 38 28 13 1 85 20% 54% 21% 5% -

PERCENTAGE Freshness Quality Package 55% 44% 1% 100% 44% 42% 13% 1% 6% 45% 33% 15% 1%

INFERENCE

From the above table 54% and 45% of the respondents are satisfied with the price and package of Ponlait Ice Cream verities, 55% and 44% of the respondents are highly satisfied with the freshness and quality of Ponlait Ice Cream verities. CHART 25 CHART SHOWING CUSTOMERS SATISFACTION LEVEL ON PONLAIT ICE CREAM

60% 50% PERCENTAGE 40% 30% 20% 10%

Price Freshness Quality Package

0%
Highly Satisfied Satisfied No opinion Dissatisfied Highly Dissatisfied

SATISFACTION LEVEL

TABLE 27 TABLE SHOWING LEAKAGES/DAMAGES IN PONLAIT MILK BY-PRODUCT S.NO 1 2 3 4 PARTICULAR Very often Often Rarely Never Total
Source: Primary data

NO.OF RESPONDENTS
3 12 47 88

PERCENTAGE
2% 8% 31% 59%

150

100%

INFERENCE

From the above table 59% of the respondents never found any leakages/damages in Ponlait milk by-products. 31% of the respondents rarely found leakages/damages, 8% of the respondents often noticing leakages/damages and 2% of the respondents finding leakages/damages in Ponlait milk by-products very often. CHART 26 CHART SHOWING LEAKEGES/DAMAGE IN PONLAIT MILK BY-PRODUCT

59% 60% 50% PERCENTAGE 40% 30%

RESPONDENTS

31%

20% 8% 10% 0% Very often Often Rarely Never 2%

FREQUENCY

NOTE: Out of 150 respondents only 62 respondents stated that they found leakage/damage in Ponlait milk by-products. TABLE 28 TABLE SHOWING RESPONDENTS RESPONSE IN CASE OF LEAKAGES/DAMAGE IN PONLAIT MILK BY-PRODUCT S.NO 1 2 3 4 PARTICULAR Ask for compensation Looking for alternative No response Others Total
Source: Primary data

NO.OF RESPONDENTS
12 21 29

PERCENTAGE
19% 34% 47%

62

100%

INFERENCE

From the above table in case leakages/damages in Ponlait milk by-products 47% of the respondents not showing any reaction, 34% of the respondents looking for alternatives and 19% claiming for compensation. CHART 27 CHART SHOWING RESPONDENTS RESPONSE IN CASE OF LEAKEGES/DAMAGE IN PONLAIT MILK BY-PRODUCT

50% 45% 40% PERCENTAGE 35% 30% 25% 20% 15% 10% 5% 0% Ask for compensation Looking for alternative 19% 34%

47%

RESPONDENTS

0 No response others

RESPONSE

TABLE29 TABLE SHOWING OVERALL SATISFACTION LEVEL OF RESPONDENTS TOWARDS PONLAIT MILK BY-PRODUCT S.NO 1 2 3 4 5 PARTICULAR Highly Satisfied Satisfied No Opinion Dissatisfied Highly Dissatisfied Total
Source: Primary data

NO.OF RESPONDENTS
18

PERCENTAGE 12% 59% 19% 9% 1% 100%

89 28 13
2

150

INFERENCE From the above table 12% of the respondents are highly satisfied with the Ponlait Milk By-Products, 59% of the respondents are satisfied with the Ponlait Milk By-Products, 19% of the respondents are not having any opinion about the Ponlait Milk By-Products 9% of the respondents are dissatisfied with the Ponlait Milk By-Products and 1% of the respondents are highly dissatisfied with the Ponlait Milk By-Products.

CHART 28 CHART SHOWING OVERALL SATISFACTION LEVEL OF RESPONDENTS TOWARDS PONLAIT MILK BY-PRODUCT
1% 9% 12%

Highly Satisfied 19% Satisfied No opinion Dissatisfied Highly Dissatisfied 59%

NOTE: Out of 150 respondents only 22 respondents buying all categories of Ponlait milk byproducts TABLE 30 TABLE SHOWING PERCENTAGE OF RESPONDENTS BUYING ALL CATEGORIES OF PONLAIT MILK BY-PRODUCT S.NO 1 PARTICULAR Buying all categories of Ponlait milk by-products Not buying all categories of Ponlait milk by-products Total
Source: Primary data

NO.OF RESPONDENTS 22

PERCENTAGE 15%

128 150

85% 100%

INFERENCE

From the above table 15% of the respondents buying all categories of Ponlait Milk ByProducts and remaining 85% of the respondents not buying all categories of Ponlait Milk ByProducts. CHART 29 CHART SHOWING PERCENTAGE OF RESPONDENTS BUYING ALL CATEGORIES OF PONLAIT MILK BY-PRODUCT

15%

Buying all categories of Ponlait milk byproducts Not buying all categories of Ponlait milk by-products

85%

TABLE 31 CONSUMPTION PERIOD * OVERALL SATISFACTION CROSSTABULATION

Case Processing Summary Valid N Percent 150 100.0% Cases Missing N Percent 0 0.0% Total N Percent 150 100.0%

Consumption Period * Overall Satisfaction

Consumption Period * Overall Satisfaction Crosstabulation Count Overall Satisfaction Highly Satisfied <2 Yrs Consumption Period Total 2-4 Yrs 4-6 Yrs 6 Yrs 2 3 7 6 18 Satisfied 13 14 20 42 89 No Dissatisfied Opinion 4 6 2 16 28 2 1 4 6 13 Highly Dissatisfied 0 0 1 1 2 21 24 34 71 150 Total

Chi-Square Tests Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 9.261a 10.521 .348 150 df 12 12 1 Asymp. Sig. (2-sided) .680 .570 .555

a. 12 cells (60.0%) have expected count less than 5. The minimum expected count is .28.

INFERENCE From the above analysis, the chi-square values 9.261 and asymptotic significant value is above 0.05. Hence, there is no evidence to reject the null hypothesis. Thus we conclude that consumption period of Ponlait milk by-products is independent of overall satisfaction level of customer towards Ponlait milk by-products.

TABLE 32 INFLUENCING FACTOR * BUYING ALL PRODUCT CATEGORIES CROSSTABULATION

Case Processing Summary Cases Valid N Influencing Factor * Buying All Product Categories 150 Percent 100.0% N 0 Missing Percent 0.0% N 150 Total Percent 100.0%

Influencing Factor * Buying All Product Categories Crosstabulation Count Buying All Product Categories Yes Availability Reasonability Influencing Factor Taste & Quality Fresh Products Others Total 3 2 10 3 4 22 No 21 23 48 29 7 128 24 25 58 32 11 150 Total

Chi-Square Tests Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 6.138 5.384 1.366 150
a

df 4 4 1

Asymp. Sig. (2-sided) .189 .250 .243

a. 4 cells (40.0%) have expected count less than 5. The minimum expected count is 1.61.

INFERENCE From the above analysis, the chi-square values 6.138 and asymptotic significant value is above 0.05. Hence, there is no evidence to reject the null hypothesis. Thus we conclude that factor influencing to buy Ponlait milk by-products is independent of respondents buying all categories of Ponlait milk by-products.

CHAPTER VI
6.1 FINDINGS
53% of the respondents are Male and 47% of the respondents are Female. 47% of the respondents buying Ponlait Milk By-Products for 6 years. Curd and Butter milk category is the most preferable Ponlait Milk By-Product category. Taste and Quality influencing majority of the respondents to buy Ponlait Milk By-Products. Out of 150 respondents, only 76 respondents buying Ponlait Ghee. 39% of the respondents buying Ponlait Ghee because of its taste and 37% of respondents buying because of its freshness. 34% of respondents buying 500gm Ghee Packet and 32% of respondents buying 200gm Ghee packet. Majority of respondents are satisfied with the Price and package of Ponlait Ghee. Majority of respondents are highly satisfied with the Freshness and quality of Ponlait Ghee. Out of 150 respondents, 117 respondents buying curd and butter milk category products. Out of 117 respondents who Buying Curd and Butter Milk category products only 105 respondents buying Ponlait Curd. 51% of respondents buying Ponlait 200gm Curd Pack. 46% of respondents are satisfied with the price of Ponlait Curd. 60% respondents are highly satisfied with the Freshness of Ponlait Curd. 50% respondents are highly satisfied with the quality of Ponlait Curd. 61% of respondets are highly satisfied with the package of Ponlait Curd. Out of 117 respondents who buying curd and butter milk category products only 68 respondents buying Ponlait Butter Milk. Majority of respondents are satisfied with the price, freshness and quality of Ponlait Butter Milk. 35% of respondents not have any opinion with the Package of Ponlait Butter Milk. Out of 117 respondents who buying curd and butter milk category products only 66 respondents buying Ponlait Sweet Lessi. Majority of respondents not have any opinion about the price of Ponlait Sweet Lessi. Majority of respondents are satisfied with the freshness and quality of Ponlait Sweet Lessi. 50% of the respondents are highly satisfied with package of Ponlait Sweet Lessi. Out of 117 respondents who buying curd and butter milk category products only 38 respondents buying Ponlait Paneer. Majority of respondents are satisfied with the price, freshness, quality and package.

Out of 150 respondents only 68 respondents buying Ponlait sterilized flavored milk. 35% of the respondents buy Ponlait Sterilized Flavored Milk Very Often, 34% of the respondents buy Ponlait sterilized flavored milk often and 31% of the respondents buy Ponlait Sterilized Flavored Milk Rarely.

Majority of respondents buying Ponlait Sterilized Flavored Milk because of its taste. Majority of respondents are dissatisfied with the price of Ponlait Sterilized Flavored Milk. 47% of respondents are highly satisfied with the quality of Ponlait Sterilized Flavored Milk. 51% of respondents are satisfied with the package of Ponlait Sterilized Flavored Milk. Out of 150 respondents, only 38 respondents buying Ponlait Badham Powder. Majority of respondents rarely buying Ponalit Badham Powder. 50% of respondents buying ponlait Badham powder because of its taste. Majority of respondents satisfied with the price and package of Ponlait Badham Powder. Majority of respondents highly satisfied with the freshness and quality of Ponlait Badham Powder. Out of 150 respondents, only 75 respondents buying Ponlait Sugared Khoa. 45% of respondents often buying Ponlait Sugared Khoa. 85% of respondents buying Ponlait Sugared Khoa because of its taste. 50gm pack is most preferable Ponlait Sugared Khoa packet. Majority of respondents dissatisfied with the price of Ponlait Sugared Khoa. Majority of respondents satisfied with the freshness and package of Ponlait Sugared Khoa. Majority of respondent highly saitsified with the quality of Ponlait Sugared Khoa. Out of 150 respondents, only 85 respondents buying Ponlait Ice cream verities. Among 14 verities of ice creams Kulfi, Chocobar, Cup Ice Cream, Cone and Ice Candy holding first 5 ranks respectively. Respondents not aware of all verities of Ice cream. Majority of respondents highly satisfied with the freshness and quality of Ponlait Ice Cream verities. Majority of respondents satisfied with the price and package of Ponlait Ice Cream Verities. Majority of respondents not found any leakages/damages and 31% of respondents rarely seeing leakage/damage in Ponlait milk by-products.

Out of 150 respondents only 62 respondents stated that they found leakage/damage in Ponlait milk by-products.

59% of respondents satisfied with the Ponlait milk By-products. Only 15% of respondents buying all categories of Ponlait Milk By-products. Remaining 85% of respondents not buying all categories of Ponlait Milk By-Products.

6.2 SUGGESTIONS
Many respondents not aware of Ponlait Badham Powder. So display boards should keep in front of Ponlait Palours. Providing 500gm curd packet may influence more people to buy Ponlait Curd. Reducing the melting time of Kulfi and some other ice cream verities will increase the satisfaction level of customer. Due to lack of availability many customers not aware of all verities of Ponlait ice cream. By displaying ice cream verities list and by make all Ponlait ice cream verities available in all milk Parlours Ponlait can overcome this issue. By increasing Parlour size and keeping Parlour environment clean Ponlait can increase the satisfaction level of its customers. Only 15% of respondents buying all categories of Ponlait milk by-products. Providing discounts and other offers will increase the percentage of respondents buying all categories of Ponlait milk by-products. By improving package Ponlait can eliminate leakages/damages in Ponlait milk byproducts. Many respondents not satisfied with the price of Ponlait milk by-product so Ponlait
has to reduce the price up to some extent.

CHAPTER VII
CONCLUSION
The study about the customer satisfaction will really have an impact towards identifying the areas in which the management should be concentrated. From the overall study on the level of customer satisfaction with respect to Ponlait, it is understood that many of the customers are expecting a reduction in price and improvement in package. Most of the customers are satisfied with the quality and freshness of the products. To improve the sales, effective advertisement should be use.

CHAPTER VIII
8.1 LIMITATIONS OF THE STUDY
The entire study applies only to the Pondicherry Co-operative Milk Producers Union Ltd, Puducherry. Some of the Respondents are not co-operative to fill the answer for the question. Many of the respondents are answering the questions with bias. Time constrain was one of the major limitation of the study.

8.2 SCOPE FOR THE FURTHER STUDY

To provide a valuable suggestions and recommendations to the company on the basis of analysis & interpretation. To make the study as reliable in nature. To do the study in a logical and systematic way. Project helps to deal with forecasting the needs for the company.

CHAPTER IX
APPENDICES 9.1 PRODUCT CATEGORIES
S.NO CATEGORIES Ghee 200gm Ghee 500gm Ghee 1kg Ghee 2kg Ghee 4kg Ghee 5kg Ghee 15kg tin Butter milk Curd 100ml Curd 200ml Sweet Lessi Paneer 100 gm Sterilized Flavored Milk Badham Powder 200g Sugared Khoa 50g Sugared Khoa 100g Sugared Khoa 200g Sugared Khoa 250g Ice candy Chocobar Kulfi 30ml Kulfi 70ml Ice cream 40ml Ice cream 90ml Vennilla ball Vennilla strawberry 500ml Vennilla strawberry 1000ml Strawberry ball Butter scotch 90ml Butter scotch 500ml PRODUCTS

GHEE

CURD AND BUTTER MILK STERILIZED FLAVORED MILK BADHAM POWDER SUGARED KHOA

3 4 5

ICE CREAM VERITIES

Butter scotch 1000ml Frutee nuts 90ml Frutee nuts 500ml Frutee nuts 1000ml Cone 50ml Cone 100ml Franko Delight Cassatta 2 in 1 v/s plain 2 in 1 b/f special

9.2 QUESTIONNAIRE

Name: ___________________

Gender: _________

1. Age [ ] <25yrs [ ] 25 35yrs [ ] 35 45yrs [ ] 45 55yrs [ ] 55yrs

2. Education [ ] SSLC [ ] HSS [ ] UG [ ] PG [ ] Others__________

3. Occupation [ ] Student [ ] Gvt Workers [ ] Pvt Workers [ ] Business [ ] Others

4. How long you have been consuming Ponlait Milk By-Products [ ] <2yrs [ ] 2-4yrs [ ] 4-6yrs [ ] 6yrs

5. Are you regular user of Ponlait Milk By Products (please tick respective category) [ ] Ghee [ ] Curd and Butter Milk [ ] Sterilized Flavored Milk [ ] Badham Powder [ ] Sugared Khoa [ ] Ice Cream Verities

6. What makes you to look out for a Ponlait Parlour to buy Milk By-Products [ ] Availability [ ] Reasonability [ ] Taste & Quality [ ] Fresh Products [ ] Other

GHEE 7. What make you buy Ponlait Ghee? [ ] Price [ ] Taste [ ] Freshness [ ] Other ____________

8. Among the fallowing Ponlait Ghee pack which one you prefer most (please tick) [ ] Ghee 200 gm [ ] Ghee 500 gm [ ] Ghee 1 kg [ ] Ghee 2 kg [ ] Ghee 4 kg [ ] Ghee 5 kg [ ] Ghee 15 kg tin

9. Rate the Satisfaction level of Ponlait Ghee

Sl No 1 2 3 4 Price Freshness Quality package

Highly Satisfied

Satisfied No opinion

Dissatisfied Highly Dissatisfied

CURD AND BUTTER MILK 10. Select the curd pack which you buy mostly [ ] 100 ml Cup [ ] 200 ml Cup

11. Rate the satisfaction level (1 Highly Satisfied 2 Satisfied 3 No Opinion 4 Dissatisfied 5 Highly Dissatisfied)

Sl No 1 2 3 4

Curd Price Freshness Quality Package

Butter milk

Sweet Lessi Paneer

STERILIZED FLAVORED MILK 12. How often you buying Ponlait Sterilized Flavored Milk? [ ] Very Often [ ] Often [ ] Rarely

13. What make you buy Ponlait Sterilized Flavored Milk? [ ] Price [ ] Taste [ ] Freshness [ ] Other ____________

14. Rate the satisfaction level of sterilized flavored milk

Sl No 1 2 3 4 Price Freshness Quality Package

Highly Satisfied

Satisfied

No opinion

Dissatisfied Highly Dissatisfied

BADHAM POWDER 15. How often you buying Ponlait Badam Powder [ ] Very Often [ ] Often [ ] Rarely

16. What make you buy Ponlait Badam Powder? [ ] Price [ ] Taste [ ] Freshness [ ] Other ____________

17. Rate the satisfaction level of Ponlait Badam Powder

Sl No 1 2 3 4 Price Freshness Quality package

Highly Satisfied

Satisfied

No opinion

Dissatisfied Highly Dissatisfied

SUGARED KHOA 18. How often you buying Ponlait Sugared Khoa [ ] Very Often [ ] Often [ ] Rarely

19. What make you buy Ponlait Sugared Khoa? [ ] Price [ ] Taste [ ] Freshness [ ] Other ____________

20. Select the sugared khoa pack which you buy mostly [ ] 50 gm pack [ ] 200 gm pack [ ] 100 gm pack [ ] 250 gm pack

21. Rate the satisfaction level of Ponlait Sugared Khoa

Sl No 1 2 3 4 Price Freshness Quality Package

Highly Satisfied

Satisfied

No opinion

Dissatisfied Highly Dissatisfied

ICE CREAM VERITIES 22. Rank the ice cream based on your preference

Sl No 1 2 3 4 5 6 7 8 9 10 11 12 13 14

ICE CREAM ICE CANDY CHOCOBAR KULFI CUP ICE CREAM VENNILLA BALL VENNILLA STRAWBERRY STRAWBERRY BALL BUTTER SCOTCH FRUTEE NUTS CONE FRANKO DELIGHT CASSATTA 2 IN 1 PLAIN (VENNILLA & STRAWBERRY) 2 IN SPECIAL (1 BUTTER SCOTCH & FRUTEE NUTS)

Rank

23. Rate the satisfaction level of Polait Ice Cream Verities

Sl No 1 2 3 4 Price Freshness Quality Package

Highly Satisfied

Satisfied

No opinion

Dissatisfied Highly Dissatisfied

24. Are you found any leakage/damage in Ponlait milk by-product [ ] Very Often [ ] Often [ ] Rarely [ ] Never

25. What is your response in case of any leakage/damage [ ] Ask for Compensation [ ] Look for Alternative [ ] No Response [ ] other________

26. Please rate the overall satisfaction level of Ponlait milk by-products [ ] Highly Satisfied [ ] Highly Dissatisfied [ ] Satisfied [ ] No Opinion [ ] Dissatisfied

27. Any suggestions for improvement

9.2 PONLAIT MILK BY-PRODUCT LIST WITH PRICE

S.NO 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23

PRODUCT NAME
SFM BUTTER MILK CURD 100ML CURD 200ML SWEET LESSI SUGARED KHOA 50G SUGARED KHOA 100G SUGARED KHOA 200G SUGARED KHOA 250G PANEER 100G BADHAM POWDER 200G GHEE 200G GHEE 500G GHEE 1KG GHEE 2KG GHEE 4KG GHEE 5KG GHEE 15KG TIN ICE CANDY CHOCOBAR KULFI 30ML KULFI 70ML ICE CREAM 40ML

Price (in Rs.)

18.00 5.00 9.00 16.00 10.00 10.00 20.00 40.00 50.00 27.00 55.00 85.00 180.00 330.00 660.00 1320.00 1650.00 4950.00 5.00 15.00 9.00 18.00 6.00

24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40

ICE CREAM 90ML VENNILLA BALL VENNILLA STRAWBERRY 500ML VENNILLA STRAWBERRY 1000ML STRAWBERRY BALL BUTTER SCOTCH 90ML BUTTER SCOTCH 500ML BUTTER SCOTCH 1000ML FRUTEE NUTS 90ML FRUTEE NUTS 500ML FRUTEE NUTS 1000ML CONE 50ML CONE 100ML FRANKO DELIGHT CASSATTA 2 IN 1 V/S PLAIN 2 IN 1 B/F SPECIAL

12.00 18.00 55.00 110.00 18.00 18.00 70.00 130.00 18.00 80.00 150.00 12.00 24.00 22.00 24.00 120.00 150.00

9.3 BIBLIOGRAPHY

1. PHILIP KOTLER MARKETING MANAGEMENT. 2. RESEARCH METHODOLOGY R. PANNEERSELVAM 3. STATISTICAL METHODS S.P.GUPTA

WEBSITES 1. http://www.google.co.in/ 2. http://www.wikipedia.org/ 3. http://www.articlesbase.com/ 4. http://foodprocess.wordpress.com/ 5. http://www.agricultureinformation.com/