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INTRODUCTION
1
INTRODUCTION
Our country has the largest bovine population in the world. The result of
white revolution is quite visible with our per capita milk consumption rising to
215g per day in spite of the ever increasing human population
Indian diary has over the year created on identify of its own, It has also
succeeded in having a competitive edge to its low investment energy efficient
cost effective production system.
2
the made so far. Dairying share is too insignificant as compared to any other
sector. The dairying sector is also depressed of the special banking support as is
provided to the industrial as well as agriculture sector.
The dairy industry has played a prominent role towards house hold
nutrition security and also strengthening our rural economy it has been
recognized as instrument to bring about socioeconomic transformation. Also the
dairy sector has helped national economy by emerging as the largest milk
producer in the world. The import dependent Indian dairy in soon became not
only self sufficient but also passed for an export oriented dairy in Nation. This as
been primarily attributable to the implementation of the operation flood program
launched in 1970 under the agencies of the nation dairy development board.
Architect of the white revolution Dr. Kuren deserves special compliments.
However the gains of the white revaluation achieved through the co – operatives
networking of the small and marginal formers and land less labors are needed to
be sustain to cope with the rapid transformation that is now taking place
consequent to the GATT ( General Agreement Tariff and Trade ) agreement in
establishment of the world trade Organization. In future international trade will
be strongly regulated by the WTO.
3
complete with economics of productions have led to a decrease in butter
production on global basis.
The world production of butter has declined from 5.03million tones to 4.01
in the year 1997, withdrawal of subsides coupled with reduced demand of skin
milk power has led to the decline of its production from 1500million tones to
1100million tone’s it is paradoxical that as a global all important of GATT, EU
has restarted to conscious reduction of domestic milk production, even though the
demand for cheese and whole milk is rising. Consequently to fill this gap. World
trade of cheese the gone up from 950million to 1300million Tone’s during the
1993 – 1996. Three has been an increase from 1050million Tone’s in the global
trade of whole milk powder.
4
modified strains of dairy culture that tend to reduces the risk of entire infections
hypercholestemia rate of proliferation of cancel cells as well as augment immune
system besides offering many health promoting attributes the dairy foods that
targeted to reduces the role medicine in maintaining normal human health.
Japan is the world leader in this sector. Where the current market of US
$5.5billion is still fast growing. In the USA more than 100 food companies have
entered this areas with a turnover of US $11billions. Hence biotechnology and
bioengineering food science offers new opportunities to India’s dairy industries
which we must capitalizes through required R&D efforts, both in public and
private.
Sectors, dairy industry also fast diversifying to develop special food ingredients
derive from which can be deployed advantageously to improve the sensor quality
attributes. These include fractionated caseinates. Whey protein concentrates
enzymatic. Hydrolystates prepared by employ innovative energy efficient unit
process. Packaging is another area which receiving intensive R&D inputs for
developing low cost biodegradable material to prevent further damage to the
environment and ensure greater food safety.
However greater challenge lies before the Indian diary industry in
modernizing sector engaged the preparation of wide range of indigenous milk
product intensive scientific R&D and financial inputs are necessary to develop
industrial manufacturing and packaging system.
A part from the development of continues mechanized system for industrial
production of ghee, Khoa, Gulabjamun and Barfy. Very little progress has been
made in ths area the weakest link Is in developing appropriate packaging system.
That may conform to be international standards of product safety. Shelf life
labeling requirements it is in this context India is at to take advantage of
Technology, which could otherwise helping minimizing post harvest losses and
also accord grater physical axes in remote difficult area.
Presently FMCG (Fast Moving Consumer Goods) market is very
competitive. In this competition customers are playing major role, every company
5
is giving significance importance to know the customer satisfaction it gives
suggestions and opportunities for every company.
In the present world product manufacturing is not at all problem because of
global opportunities every one could get inputs (men, machinery, material and
money) by innovative and creative nature. But the problem is to shell produced
products with effective distribution channels. The total success and failure of the
product is based on customer and consumer satisfaction. As customer each one of
us have vast number of attitudes towards products, services, advertisements and
manufactures, whenever we are asked whether we like or dislike a product,
service, we express it in items of our satisfaction and satisfied customers leads to
more customers by way of publicity. As a customer he has to know the market
conditions and consumer behavior. He has more responsibility as middle men to
give suggestions and recommendations to the company. This study has been
conducted on some important objectives to know the market conditions and
opportunities, problems of the customer.
1.2 Need and Importance of the study:-
As per medical science and scientific survey the useful of milk for human being is very
essential and there is no age factor and segment of this product to any it is useful to each and
every one in the age hierarchy factor and the milk is one of the dosage acts as vitamins for
body after drink milk. Apart from this few other brands such milky products.
Milk and its products constitute an important part of daily diet. Milk is known as the
most significant and complete food among all the food products, since early ages of human
life. It supplies body building proteins) bone forming minerals health giving vitamins energy
and also gives lactose and milk fats, etc besides providing certain essential fatty acids, it
contains nutritional for easily digestive and assailable form. All these properties make milk
an important food product in universe. In highly developed countries, milk and its products
societies normally enjoy complete freedom from diseases associated with malnutrition,
which is commonly found in developing countries with extreme milk production, and supply
methods.
As Indian economy is predominantly agricultural sector, Dairy and Animal
Husbandry form an important activity of its farmers. This Dairying activity constitutes 10%
6
in total G.D.P Indian agriculture being a seasonal activity; it cannot engage farmers
throughout the year. Certain activities like Dairying, Sheep rearing poultry etc. Will have to
be taken up while major part of the milk is produced in rural area, but the demand for milk is
mainly from urban area. As urban areas have high density of population and its population is
mostly engaged in non-agricultural activities, they have to depend on rural areas for
supplying of milk. Normally urban consumers receive milk through private milk vendors
who collect milk from villages.
Procurement of Raw Milk:
Milk is procured to the dairy milk producers especially from the former from 70
villages with their respective milk co-operative societies. The average milk consumption is
nearly per day. The sales revenues per day is 1.7 lakhs and the monthly turn over will be two
crores rupees
In the procurement of milk, there occur reasons. They are
1. Season and
2. Unseasoned (lean season)
The ‘season “start from October to February. In this period, the procurement of milk
increases to 10,000 liters per day the sales will be increased to 5000 liter to 6000 liter per
day. This season is called as “FLUSH SEASON” Whereas in unseasoned i.e. from March to
September,
The procurement will be as usual that is 2000 liters per day and the sales will be 6000
liters per day
Chilling:
The procured milk is chilled at chilling centers at 4 oC the chilled milk goes to next stage
called pasteurization stage
Pasteurization:
At the pasteurization plant milk is checked for standardized SNF content. Then the milk
is he3ated at 72o C for 16 seconds. At this stage cream and marketed milk (i.e. toned milk) are
differentiated. This cream is used in the preparation of ghee district by pockets.
7
1.3 OBJECTIVES OF THE STUDY.
8
In India, there are many problems in marketing of milk. The main problems are lack of
adequate and timely supply of milk, poor quality and adulteration of milk, leakage of
packets, high & low discrimination of prices of milk etc. in view of these problems, Govt., of
India adopt several measures to improve the marketing system,. Quality and sales of milk in
rural as well as in urban areas in Indian are covered by Dairy, co-operative societies which
have take up the responsibility of improving the quality and sales of milk.
NEED OF THE STUDY:
Sales and distribution panel to prepared primary for decision-making. They play dominant
role in setting the framework of managerial decisions. The information provided in the
marketing of the product is immense use in making decisions through analysis and
interpretations gathering distribution channels and making it in easier from to get make more
effectively and efficiently.
Sales and distribution is the process of placing the product knowing the supply and
demand. An important role of a marketing channel is to fill the gaps between the
production and consumption process. These gaps can be in relation to time, space,
quantity and variety.
Marketing channels play a significant role in reducing these gaps and promoting the
products. Various techniques used for promotion of products are discounts, promotional
schemes, etc.
A marketing channel is an organized network of agencies and institutions, which link
producers and users to accomplish the marketing task.
Role of marketing channel is to fill gaps in production and consumption process and
promote products through promotional activities.
Functions of marketing channel include facilitating the exchange process, alleviating
discrepancies, standardizing transactions, matching buyers and sellers, providing
customer service, etc.
1.6 Research Methodology:-
This survey is conducted to study the panel of selling and distribution process by which
effective in sales. For this purpose we have selected 120 respondents from Warangal
district. To collect primary data from respondents we designed a schedule. The schedule
contains questions which are as follows:
9
a) Personal identification
b) Social background.
c) About the study.
The collected information is edited, classified tabulated the data is analyzed & interpreted.
Finally conclusions are drawn and suggestions are being offered.
Sample of the study: - 60 respondents selected who are existing distributors of
Swakrushi Dairy Milk to measure channels of distribution.
Collection of data:
a. Primary data
It is collected through questionnaire – Personal discussions – schedules served – with the
experts.
b. Secondary data
The data is collected through literature published in various articles relating to
manufacturing process to selling to the customers. The information also gathered from
various media – print and electronic, news papers, magazines, terms and conditions of
Swakrushi brands and Internet.
Period of study:
The study has confined to the limited period only I.e. For 45 days.
10
1.7 CHAPTERISATION SCHEME
The proposed study is organized into four chapters for the sake of convenience and ease
of reporting. The details of are as follows.
CHAPTER: 3. ‘Data Analysis & Interpretation ‘The study is confined to the secondary
source of data and figures are taken from the annual reports and suggestions of various
accountants.
CHAPTER: 4. ‘Conclusions and suggestions ‘tries to present the conclusions with have
emerged from the main findings of the study and offers suggestions
11
5. This study is biased upon only existing sellers and retailers because we cannot
take others who don’t know about the product concept to say about selling and
distribution line to get the product to sale in the market.
UNIT-II
ORGANIZATION PROFILE
12
ORGANIZATION PROFILE
13
Membership and Board:
As on 31.12.2002 the union has 67 member cooperatives which have
membership of 8000. The target was to promote 72 cooperatives and me
membership in 5 years as 11 thousand and 15 thousand by the end of 10 years,
within a radius of 25kms around Mulukanoor. The average membership of a
cooperative is 120. A primary cooperative has a 10 members board. As on
31.12.2005 the union has 100 member cooperatives which have a membership of
16000.
The board of the union consists of 12 board members who are elected by
the presidents of member cooperative from amongst themselves. Each cluster of 5
primary cooperatives is represented by on board member.
Registration Status:
Of the 100 primaries, 69 are registered under Macs Act. The union was
registered on 23 October 2000, by three promoter cooperatives.
Procurement and payment :
As on date the union is collecting 28000 liters of milk per day (LPD). The
last payment made to cooperative was Rs. 30lakhs, for milk supplied. The milk
received on the first day was 1400 liters and the first payment was Rs. 8.47lakhs
for milk supplied. The payments are amide fortnightly to cooperatives and they in
turn pay their members in the same way. At the peak of the season, this is the
month of October, the supply of milk rose to 17,000 LPD and the highest amount
paid by the union was Rs. 52.52lakhs. The processing capacity of the plant is
50,000 liters per day.
The average milk procured by a cooperative is 225 LPD. Average payment
per fortnight is Rs. 32,000 per cooperative.
Services :
The union also arranges supply of cattle feed to cooperatives which in turn
provide the dame to their members a cash payment. It has also provided milk
testers to members cooperatives on loans basis. With the assistance of
14
Sahabikasa, the union conducted a series of training programs in management,
maintained of accounts and records and primary health maintenance of milk
cattle. Twelve veterinary medical assistants were trained and 20 more were
provided training in primary health care of milk cattle.
Investment :
The total expenditure in cured by the union for the certain of the plant as
on to 31.12.20.2003 was Rs.331.37lakhs. This was provided by sahavikasa as a
loan to the milk union and is repayable over a period of eight (?) years.
Funds :
With a view to gain self reliance two unique features have been introduced.
The share capital is linked to patronage i.e. Rs. 100 per liters in case of member’s
primaries and a minimum of three shares of Rs1000 up to 1000 LPD with
additional share for every 50 LP Ds procured. By 5 th year the dairy is expected to
have Rs. 25lakhs as total share capital of members. A part from these 5% deposits
are being collected from the first day of operations based on the milk bill
rendered every 15 days these are expected to amount of to Rs. 105lakhs by 5 th
year and Rs. 268lakhs by 10 th year. Even by pessimistic estimates, dairy to the
features maintained about. By 7 th year the dairy would be completely owned by
women themselves This will be possible considering some of the profits
generated, apart from share capital and deposits will be used from amortization of
the loan taken for initial investment from Sahavikasa.
These calculations are made after deducting the interest on deposits it is
given to member. The project has several favorable conditions prevailing which
will ensure success. Some of them are, the wide spread existence of cooperative
institutions in the union area of which a large number are also function in two
their structures similar to the structure of the project, a strong brand name of the
mulukanoor co – operative rural bank that is being used both in the villages for
mobilizing members and in urban markets with consumers due to their informal
associations with the project. Another factor which is in favors is the distance
15
both in the procurement and marketing side have been deliberately kept a
minimum level. This helps in reducing the spoilage of milk and transpiration
cost. The project also has several opportunities for collaborative efforts in all
services of dairy. The fact that the membership has already risen to 8000 within a
short span is a positive indicators that authenticates this belief.
16
purity, quality and price. The data regarding the classification of swakrushi
milk with specification is given in the table.
TYPES OF SWAKRUSHI MILK:
The data of the table reveals the percentage of fat and solid not fat (snf) in
each type of swakrushi milk.
MILK PROCUREMENT AND SALES OF MILK:
17
18
CHAPTER-III
THEORETICAL ASPECTS
19
CUSTOMER SATISFACTION
The heart of the satisfaction process is the comparison of what was expected with the
product or service’s performance – this process has traditionally been described as the
‘confirmation / disconfirmation’ process.4 First, customers would form expectations prior
to purchasing a product or service. Second, consumption of or experience with the
product or service produces a level of perceived quality that is influenced by
expectations.5 If perceived performance is only slightly less than expected performance,
assimilation will occur, perceived performance will be adjusted upward to equal
expectations. If perceived performance lags expectations substantially, contrast will
occur, and the shortfall in the perceived performance will be exaggerated. 6 91 Fig.4. 1.
The Satisfaction Function7 Fig.1 shows the satisfaction function between perceived
quality and expectations. Performance exceeds expectations, satisfaction increases, but at
a decreasing rate.
20
there have been numerous studies that examine attributes that travellers may find
important regarding customer satisfaction. Service quality and customer satisfaction are
distinct concepts, although they are closely related.8 Atkinson (1988) found out that
cleanliness, security, value for money and courtesy of staff determine customer
satisfaction.9 Knutson (1988) revealed that room cleanliness and comfort, convenience of
location, prompt service, safety and security, and friendliness of employees are
important.10 A study conducted by Akan (1995) claimed that the vital factors are the
behaviour of employees, cleanliness and timeliness.11 On the other hand the study by
Choi and Chu (2001) concluded that staff 92 quality, room qualities, and value are the top
three hotel factors that determine travellers’ satisfaction.12 2.
Consistency theories suggest that when the expectations and the actual product
performance do not match the consumer will feel some degree of tension. In order to
relieve this tension the consumer will make adjustments either in expectations or in the
perceptions of the product’s actual performance. Four theoretical approaches have been
advanced under the umbrella of consistency theory: (1) Assimilation theory; (2) Contrast
theory; (3) Assimilation-Contrast theory; and (4) Negativity theory.1
21
minimizing the relative importance of the disconfirmation experienced.17 93 2.1.1.
Assimilation Theory – Criticism Payton et al (2003) argues that Assimilation theory has a
number of shortcomings. First, the approach assumes that there is a relationship between
expectation and satisfaction but does not specify how disconfirmation of an expectation
leads to either satisfaction or dissatisfaction.18 Second, the theory also assumes that
consumers are motivated enough to adjust either their expectations or their perceptions
about the performance of the product.19 .
A number of researchers have found that controlling for actual product performance
can lead to a positive relationship between expectation and satisfaction.20 Therefore, it
would appear that dissatisfaction could never occur unless the evaluative processes were
to begin with negative consumer expectations.21 2.2. Contrast Theory Contrast theory
was first introduced by Hovland, Harvey and Sherif (1987).22 Dawes et al (1972) define
contrast theory as the tendency to magnify the discrepancy between one’s own attitudes
and the attitudes represented by opinion statements.23 Contrast theory presents an
alternative view of the consumer post-usage evaluation process than was presented in
assimilation theory in that post-usage evaluations lead to results in opposite predictions
for the effects of expectations on satisfaction.24
While assimilation theory posits that consumers will seek to minimize the
discrepancy between expectation and performance, contrast theory holds that a surprise
effect occurs leading to the discrepancy being magnified or exaggerated.25 According to
the contrast theory, any discrepancy of experience from expectations will be exaggerated
in the direction of discrepancy.
If the firm raises expectations in his advertising, and then a customer’s experience is
only slightly less 94 than that promised, the product/service would be rejected as totally
un-satisfactory. Conversely, under-promising in advertising and over-delivering will
cause positive disconfirmation also to be exaggerated.26 2.2.1. Contrast Theory –
Criticism Several studies in the marketing literature have offered some support for this
theory.27 The contrast theory of customer satisfaction predicts customer reaction instead
22
of reducing dissonance; the consumer will magnify the difference between expectation
and the performance of the product/service.28 2.3.
Assimilation-Contrast Theory Assimilation-contrast theory was introduced by
Anderson (1973) in the context of post-exposure product performance based on Sherif
and Hovland’s (1961) discussion of assimilation and contrast effect.29 Assimilation-
contrast theory suggests that if performance is within a customer’s latitude (range) of
acceptance, even though it may fall short of expectation, the discrepancy will be
disregarded – assimilation will operate and the performance will be deemed as
acceptable. If performance falls within the latitude of rejection, contrast will prevail and
the difference will be exaggerated, the produce/service deemed unacceptable.30 The
assimilation-contrast theory has been proposed as yet another way to explain the
relationships among the variables in the disconfirmation model.31 This theory is a
combination of both the assimilation and the contrast theories.
23
Oliver (1980a) argues that only measured expectations and assumed that there were
perceptual differences between disconfirmation or satisfaction.38 2.4. Negativity Theory
This theory developed by Carlsmith and Aronson (1963) suggests that any discrepancy of
performance from expectations will disrupt the individual, producing ‘negative
energy’.39 Negative theory has its foundations in the disconfirmation process.
Negative theory states that when expectations are strongly held, consumers will
respond negatively to any disconfirmation. “Accordingly dissatisfaction will occur if
perceived performance is less than expectations or if perceived performance exceeds
expectations.40 97 This theory developed by Carlsmith and Aronson (1963) suggests that
any discrepancy of performance from expectations will disrupt the individual, producing
“negative energy.” Affective feelings toward a product or service will be inversely related
to the magnitude of the discrepancy.41 2.5.
24
service often simply occurs when guest’s perceptions do not meet their expectations.45
2.6. Cognitive Dissonance Theory Cognitive dissonance is an uncomfortable feeling
caused by holding two contradictory ideas simultaneously.
25
UNIT-IV
DATA ANALYSIS &
INTERPRETATION
26
1) Available Brands of milk.
Table No: 1
S.No PARTICULARS RESPONDENTS PERCENTAGE
A SWAKRUSHI 45 75
B VIJAYA 8 15
C THIRUMALA 5 7
D OTHERS 2 3
TOTAL 60 100
Source compile from questionnaire:
80
70
60
50
40
30
20
10
0
SWAKRUSHI VIJAYA THIRUMALA OTHERS
INTERPRETATION :
Above table is showing 75% of the respondents has given their opinion on
available of Swakrushi milk and 15% of respondents has given opinion of
Vijaya milk or 7% Thirumla milk remaining 3% all have suggested on other
product.
27
S.No PARTICULARS RESPONDENTS PERCENTAGE
A Direct from 01 02
manufactures
B Other sources 59 98
Total 60 100
Source compiled from questionnaire:
120
100
80
60
40
20
0
Direct from Manufactures Other sources
INTERPRETATION :
According to the analysis observed from the above table more numbers
customers i.e. 98% have get milk through other sources. The remaining
customer’s i.e 2% they get milk direct from manufactures
Table No: 3
3. Brand do you get earlier.
S.No PARTICULARS RESPONDENTS PERCENTAGE
A SWAKRUSHI 56 96
28
B VIJAYA 03 03
C THIRUMALA 0 0
D OTHERS 01 01
TOTAL 60 100
Source compile from questionnaire:
120
100
80
60
40
20
0
SWAKRUSHI VIJAYA THIRUMALA OTHERS
INTERPRETATION :
According to the analysis we can observe from the above table more
number of customers i.e. 96% are getting milk earlier and very less customers
i.e. 3% people getting Vijaya brand milk earlier and remaining 1% people
getting other brand product
29
C 6AM – 7AM 39 74
D 7AM – 8AM 05 06
Total 60 100
Source compile from questionnaire:
80
70
60
50
40
30
20
10
0
4AM - 5AM 4AM - 6AM 6AM - 7AM 7AM - 8AM
INTERPRETATION :
According to the analysis we can observe from the above table more
number of customers i.e. 74% are getting milk in between of 6:00AM to
7:00PM and the average no of consumers are getting milk between the time of
4:00AM to 6:00AM i.e. 20% and less to of customers are getting milk after
7:00AM i.e. 06% of the total sample.
30
100
90
80
70
60
50
40
30
20
10
0
YES NO
INTERPRETATION :
By observe the above table shows the more respondents give appropriate
answer i.e. yes (94%) regarding as distributor belongs to one company and the
less customer given negative answer i.e 06%, the distributor not belongs to
one company.
31
Total 60 100
Source compile from questionnaire:
100
90
80
70
60
50
40
30
20
10
0
Direct from manufacturers Agents Other sources
INTERPRETATION :
The observation of analysis from more number of customers i.e. 87% , they
have the profitable to distribution channel is through agent, and the less
customer i.e. 13% people they had the profitable to distribution channel is
through direct from manufacturers.
32
Source compile from questionnaire:
120
100
80
60
40
20
0
On- Time Payment One - Day Time One - Week Payment
INTERPRETATION :
By the observation of above table the more number of customers i.e.
(96%), they like to on – time payment system and the remaining les people i.e.
(04%) they like to one day time payment system of the total sample.
33
120
100
80
60
40
20
0
YES `
INTERPRETATION :
By observe the above table shows the more number of customers i.e. (99%)
they want to fell other new products from Swakruthi dairy and very less
customers i.e. (01%) they don’t want to sell any new products from swakrushi.
34
50
45
40
35
30
25
20
15
10
0
Toned Milk Double Toned Standard Milk
INTERPRETATION :
From the above table it is observed that 44% of the respondents are prefer toned
milk and 3% of the respondents are prefer double toned milk and 25% of the
respondents are prefer standard milk.
35
70
60
50
40
30
20
10
0
Yes No
INTERPRETATION :
From the above table it is observed that 60% of the respondents are
expecting other products from Swakrushi and 40% of the respondents are not
expected.
36
70
60
50
40
30
20
10
0
Ghee Curb A and B
INTERPRETATION :
From the above table it is observed that 63% of the respondents are no
ghee and 21% of the respondents are know the other of Swaraswathi is curd
and 17% of the respondents are know the other product of Swakrushi is curd
and 17% curd the respondents know curd and ghee.
12) Other brand do you prefer in case of non availability of Swakrushi milk.
Table No: 12
37
50
45
40
35
30
25
20
15
10
0
Vijaya Nagarjuna Other
INTERPRETATION :
From the above table it is observed that 45% of the respondents are prefer
Vijaya milk and 30% of the respondents are prefer Nagarjuna milk and 25% of
the respondents are prefer other.
B Satisfied 13 23%
Total 60 100%
Source compile from questionnaire:
38
80
70
60
50
40
30
20
10
0
Highly Satisfied Satisfied Not Satisfied
INTERPRETATION :
From the above table it is observed that 67% of the respondents are highly
satisfied and 23% of the respondents are satisfied and 10% of the respondents are
not satisfied.
39
80
70
60
50
40
30
20
10
0
Yes No
INTERPRETATION :
From the above table it is observed that 76% of the respondents said that they
want to continue the relationship with Swakrushi and 24% of the respondents said
that they don’t want to continue the relationship with Swakrushi.
40
100
90
80
70
60
50
40
30
20
10
0
Some Times Never Always
INTERPRETATION :
From the above table it is observed that 95% of the respondents said that they
never face any problems and 5% of the respondents said that they are facing
sometimes.
41
50
45
40
35
30
25
20
15
10
0
1/2 liter 1-2 liter 2-3 liter Above 3 liter
INTERPRETATION :
From the above table it is observed that 45% of the respondents are purchasing 1-
2 liters and 35% of the respondents are ½ liter, 15% of the respondents are 2-3
liters and 5% of the respondents are above 3 liters.
42
50
45
40
35
30
25
20
15
10
5
0
Kirana Shops Retail outlets Door delivery Dairy parlors
INTERPRETATION :
From the above table it is observed that 47% of the respondents are
purchasing through door delivery, 25% of the respondents are from retail and
outlets 16% of the respondents are purchasing from kirana shops and 12% of
the respondents are from dairy parlors.
43
60
50
40
30
20
10
0
Competitive Expensive Reasonable
INTERPRETATION :
From the above it is observed that 48% of the respondents are said that
reasonable, 32% of the respondents are said that competitive and 20% of the
respondents are said that expensive.
44
60
50
40
30
20
10
0
Yes No
INTERPRETATION :
From the above table it is observed that 55% of the respondents are not
interested to motivate and 45% of the respondents are say yes to motivate.
45
UNIT-V
CONCLUSIONS & SUGGESTIONS
CONCLUSIONS :
On the basis of questionnaire used for the study of customer satisfaction the
following conclusions have been made.
1. Most of the market share has been occupied by the Swakrushi milk. Vijaya
dairy milk in Second position.
2. Only Swakrushi milk is available at present market to consume early
morning.
46
3. More than 97% of customers are satisfying in supply of milk.
4. 67.5% of customers are giving more priority to sell only swakrushi
branded milk and reaming consumers are not showing their interest to buy
other brands.
5. 79.4% of customers are giving more priority to sell only swakrushi
branded milk and reaming consumers are not showing their interest to bury
other brands.
6. 87% of customers are proffering agents to get milk. Only 13% of
customers are interested to get milk from manufacturer.
7. Most of the customers are preferring swakrushi branded milk onetime
payment system.
8. 94% of customers are being satisfied by the quality of milk. And the agent
is proving door to door delivery facility and all consumers’ suggestions are
being followed by customers.
SUGGESTIONS:
47
3. Market demand is very high exclusively for Swakrushi milk in
Warangal so company is not satisfying consumers so it should go for
different areas in search of milk.
4. Presently in Warangal, market agents are not covering all the areas so
company should allocate the agent.
5. If all they want increase the customers they should spend amount on
advertising.
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QUESTIONNAIRE
Name : Date :
Address :
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Contact No. :
Dist :
Pin :
11) Which other brand do you prefer in case of non availability of Swakrushi
milk ?
a)Vijaya b) nagarjuna c) other
12) Are you satisfied with the service provided by the Swakrushi milk?
a)Highly satisfied b) satisfied c) not satisfied
13) Would you like to continue the relationship with Swakrushi?
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a)You b) no
14) Do you face any problems like leakage / spoilage?
a)Sometimes b) never c) always
15) How much quantity do you purchase regularly ?
a)½ litter b) 1-2 litter
c) 2-3 litter d) above 3 litters
16) From where do you purchase of milk ?
a)Kirana shops b) retail outlets
c) door delivery d) dairy parlors
17) How do you feel about the pricing of Swakrushi milk as comparaed with
other?
a)Competitive b) Expensive c) Reasonable
18) Do you motivate others to buy Swakrushi milk ?
a)Yes b) No
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BIBLIOGRAPHY
BIBILOGRAPHY
MARKETING MANAGEMENT, Philip Kotler ( 2 nd Edition ).
MARKETING MANAGEMENT, Czikota Kutabe, ( 2 nd Edition).
SERVICE MARKETING, Tata Mc. Graw Hill, ( 3 rd Edition ).
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MAGAZINES & NEWSPAPERS
Business Today
Time of India
Economic Times
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