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summer project report ponlait
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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 HEAD OF DEPARTMENT
Dr. B. RAJESWARI, Dr. T. NAMBIRAJAN,
Assistant Professor, Professor,
Department of Management Studies, Department of Management Studies,
School of Management, School of Management,
Pondicherry University. 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 Company’s 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 TITLE PAGE NO
LIST OF TABLES
LIST OF CHARTS
I
1.1 INTRODUCTION
1.2 PROFILE OF ORGANIZATION
1.3 NEED FOR THE STUDY
II REVIEW OF LITERATURE
III OBJECTIVES
IV RESEARCH METHODOLOGY
V DATA ANALYSIS AND INTERPRETATION
VI
6.1 FINDINGS OF THE STUDY
6.2 SUGGESTION AND RECOMMENDATIONS
VII CONCLUSIONS
VIII
8.1 LIMITATIONS OF THE STUDY
8.2 SCOPE FOR THE FUTHER STUDY
IX
APPENDICES
9.1 QUESTIONNAIRE
9.2 PONLAIT MILK BY-PRODUCT LIST WITH
PRICE
9.2 BIBLIOGRAPHY
LIST OF TABLES
S.No TABLE NAME Page
No
5.1 TABLE SHOWING GENDER OF THE RESPONDENTS
5.2 TABLE SHOWING AGE OF THE RESPONDENTS
5.3 TABLE SHOWING OCCUPATION OF THE RESPONDENTS
5.4 TABLE SHOWING RESPONDENTS’ CONSUMPTION PERIOD OF
PONLAIT MILK BY-PRODUCT
5.5 TABLE SHOWING PONLAIT MILK BY-PRODUCT CATEGORIES
WHICH CUSTOMERS USE MOST
5.6 TABLE SHOWING FACTOR INFLUENCING CUSTOMER TO BUY
PONLAIT MILK BY – PRODUCTS
5.7 TABLE SHOWING FACTOR INFLUENCING CUSTOMER TO BUY
PONLAIT GHEE
5.8 TABLE SHOWING MOST PREFERABLE PONLAIT GHEE PACK
5.9 TABLE SHOWING CUSTOMERS’ SATISFACTION LEVEL ON
PONLAIT GHEE
5.10 TABLE SHOWING MOST PREFERABLE PONLAIT CURD PACK
5.11 TABLE SHOWING CUSTOMERS’ SATISFACTION LEVEL ON
PONLAIT CURD
5.12 TABLE SHOWING CUSTOMERS’ SATISFACTION LEVEL ON
PONLAIT BUTTER MILK
5.13 TABLE SHOWING CUSTOMERS’ SATISFACTION LEVEL ON
PONLAIT SWEET LESSI
5.14 TABLE SHOWING CUSTOMERS’ SATISFACTION LEVEL ON
PONLAIT PANEER
5.15 TABLE SHOWING HOW OFTEN RESPONDENTS BUY PONLAIT
STERILIZED FLAVOURED MILK
5.16 TABLE SHOWING FACTOR INFLUENCING CUSTOMER TO BUY
PONLAIT STERILIZED FLAVOURED MILK
5.17 TABLE SHOWING CUSTOMERS’ SATISFACTION LEVEL ON
PONLAIT STERILIZED FLAVOURED MILK
5.18 TABLE SHOWING HOW OFTEN RESPONDENTS BUY PONLAIT
BADHAM POWDER
5.19 TABLE SHOWING FACTOR INFLUENCING CUSTOMER TO BUY
PONLAIT BADHAM POWDER
5.20 TABLE SHOWING CUSTOMERS’ SATISFACTION LEVEL ON
PONLAIT BADHAM POWDER
5.21 TABLE SHOWING HOW OFTEN RESPONDENTS BUY PONLAIT
SUGARED KHOA
5.22 TABLE SHOWING FACTOR INFLUENCING CUSTOMER TO BUY
PONLAIT SUGARED KHOA
5.23 TABLE SHOWING MOST PREFERABLE PONLAIT SUGARED KHOA
PACK
5.24 TABLE SHOWING CUSTOMERS’ SATISFACTION LEVEL ON
PONLAIT SUGARED KHOA
5.25 TABLE SHOWING ICE CREAM RANKING BASED ON CUSTOMERS’
PREFERENCE
5.26 TABLE SHOWING CUSTOMERS’ SATISFACTION LEVEL ON
PONLAIT ICE CREAM
5.27 TABLE SHOWING LEAKEGES/DAMAGE IN PONLAIT MILK BY-
PRODUCT
5.28 TABLE SHOWING RESPONDENTS’ RESPONSE IN CASE OF
LEAKAGES/DAMAGE IN PONLAIT MILK BY-PRODUCT
5.29 TABLE SHOWING OVERALL SATISFACTION LEVEL OF
RESPONDENTS TOWARDS PONLAIT MILK BY-PRODUCT
5.30 TABLE SHOWING PERCENTAGE OF RESPONDENTS BUYING ALL
CATEGORIES OF PONLAIT MILK BY-PRODUCT
5.31 CONSUMPTION PERIOD * OVERALL SATISFACTION
CROSSTABULATION
5.32 INFLUENCING FACTOR * BUYING ALL PRODUCT CATEGORIES
CROSSTABULATION
LIST OF CHARTS
S.No CHART NAME Page
No
5.1 CHART SHOWING GENDER OF THE RESPONDENTS
5.2 CHART SHOWING AGE OF THE RESPONDENTS
5.3 CHART SHOWING OCCUPATION OF THE RESPONDENTS
5.4 CHART SHOWING RESPONDENTS’ CONSUMPTION PERIOD OF
PONLAIT MILK BY-PRODUCT
5.5 CHART SHOWING PONLAIT MILK BY-PRODUCT CATEGORIES
WHICH CUSTOMERS USE MOST
5.6 CHART SHOWING FACTOR INFLUENCING CUSTOMER TO BUY
PONLAIT MILK BY – PRODUCTS
5.7 CHART SHOWING FACTOR INFLUENCING CUSTOMER TO BUY
PONLAIT GHEE
5.8 CHART SHOWING MOST PREFERABLE PONLAIT GHEE PACK
5.9 CHART SHOWING CUSTOMERS’ SATISFACTION LEVEL ON
PONLAIT GHEE
5.10 CHART SHOWING MOST PREFERABLE PONLAIT CURD PACK
5.11 CHART SHOWING CUSTOMERS’ SATISFACTION LEVEL ON
PONLAIT CURD
5.12 CHART SHOWING CUSTOMERS’ SATISFACTION LEVEL ON
PONLAIT BUTTER MILK
5.13 CHART SHOWING CUSTOMERS’ SATISFACTION LEVEL ON
PONLAIT SWEET LESSI
5.14 CHART SHOWING CUSTOMERS’ SATISFACTION LEVEL ON
PONLAIT PANEER
5.15 CHART SHOWING HOW OFTEN RESPONDENTS BUY PONLAIT
STERILIZED FLAVOURED MILK
5.16 CHART SHOWING FACTOR INFLUENCING CUSTOMER TO BUY
PONLAIT STERILIZED FLAVOURED MILK
5.17 CHART SHOWING CUSTOMERS’ SATISFACTION LEVEL ON
PONLAIT STERILIZED FLAVOURED MILK
5.18 CHART SHOWING HOW OFTEN RESPONDENTS BUY PONLAIT
BADHAM POWDER
5.19 CHART SHOWING FACTOR INFLUENCING CUSTOMER TO BUY
PONLAIT BADHAM POWDER
5.20 CHART SHOWING CUSTOMERS’ SATISFACTION LEVEL ON
PONLAIT BADHAM POWDER
5.21 CHART SHOWING HOW OFTEN RESPONDENTS BUY PONLAIT
SUGARED KHOA
5.22 CHART SHOWING FACTOR INFLUENCING CUSTOMER TO BUY
PONLAIT SUGARED KHOA
5.23 CHART SHOWING MOST PREFERABLE PONLAIT SUGARED KHOA
PACK
5.24 CHART SHOWING CUSTOMERS’ SATISFACTION LEVEL ON
PONLAIT SUGARED KHOA
5.25 CHART SHOWING CUSTOMERS’ SATISFACTION LEVEL ON
PONLAIT ICE CREAM
5.26 CHART SHOWING LEAKEGES/DAMAGE IN PONLAIT MILK BY-
PRODUCT
5.27 CHART SHOWING RESPONDENTS’ RESPONSE IN CASE OF
LEAKAGES/DAMAGE IN PONLAIT MILK BY-PRODUCT
5.28 CHART SHOWING OVERALL SATISFACTION LEVEL OF
RESPONDENTS TOWARDS PONLAIT MILK BY-PRODUCT
5.29 CHART SHOWING PERCENTAGE OF RESPONDENTS BUYING ALL
CATEGORIES OF PONLAIT MILK BY-PRODUCT
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 70’s, 80’s and 90’s 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 world’s 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 FLOOD’S 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 India’s 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 FLOOD’S PHASE – II
Operation Flood II (1981–1985) 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 FLOOD’S PHASE – III
Operation flood’s phase – III (1985–1996) 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 LAIT – Milk
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 CO-
OPERATIVE 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. The Pondicherry Co-operative Milk
Producers’ Union has also taken up the World’s largest Dairy Expansion Programmes, the
“Operation Flood” during the year 1982/95. With the launching of Operation Flood
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 - Member
Director, AHD, Pondicherry - Member
At present 785 employees in various cadres are working in the Union as follows,
235 : Regular Employees.
112 : Time scale Employees.
166 : Consolidated casuals.
272 : Casuals
1.2.3 MILESTONES OF THE COMPANY
SL.NO. MILESTONES YEARS
1 Registred as The Pondicherry Cooperative Milk Supply Society Ltd 1955
2 Foundation stone laid 1968
3 Dairy Plant Commissioned 10000 ltrs capacity 1971
4 Cattle feed Plant commissioned 1971
5 Registred as The Pondicherry Cooperative Milk Producers’ Union Ltd 1973
6 Artificial Insemination implemented 1984
7 Dairy Plant Expanded 10000 to 30000 ltrs capacity 1987&1988
8 Urea molasses plant implemented 1991
9 Coop. Development Programme implemented 1992
10 Expansion of Dairy Plant to 50,000 ltrs Capacity 1996&1997
11 Internet based Information System (iDIS) implemented 2000&2001
12 Mnemonic symbol adopted 2002
13 Milk supply to School Children under (Rajiv Gandhi Breakfast Scheme) 2002
14 Inaugrated Sofy ice cream sales at Bus stand Parlour (Atchaya Thiruthai) 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 by-
products
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. It’s 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 non-
probability 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 = x 100
Total no. of respondents
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 (χ2) = Σ (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
Source: Primary data
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
53%
47% MALE
FEMALE
S.NO PARTICULAR NO.OF RESPONDENTS PERCENTAGE
1 Male 80 53%
2 Female 70 47%
Total 150 100%
TABLE 2
TABLE SHOWING AGE OF THE RESPONDENTS
Source: Primary data
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
0%
5%
10%
15%
20%
25%
30%
<25 25-35 35-45 45-55 ≥55
27%
23%
16%
19%
15%
PER
CEN
TAG
E
AGE
RESPONDENTS
S.NO PARTICULAR NO.OF RESPONDENTS PERCENTAGE
1 <25 41 27%
2 25-35 34 23%
3 35-45 24 16%
4 45-55 29 19%
5 ≥55 22 15%
Total 150 100%
TABLE 3
TABLE SHOWING OCCUPATION OF THE RESPONDENTS
Source: Primary data
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
0%
5%
10%
15%
20%
25%
30%
35%
STUDENTGOV'T
WORKER PRIVATE WORKER BUSINESS
OTHERS
17%
14%
33%
11%
25%
PER
CEN
TAG
E
OCCUPATION
RESPONDENTS
S.NO PARTICULAR NO.OF RESPONDENTS PERCENTAGE
1 STUDENT 25 17%
2 GOVERNMENT WORKER 21 14%
3 PRIVATE WORKER 49 33%
4 BUSINESS 17 11%
5 OTHERS 38 25%
Total 150 100%
TABLE 4
TABLE SHOWING RESPONDENTS’ CONSUMPTION PERIOD OF PONLAIT
MILK BY-PRODUCT
Source: Primary data
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 by-
product for more than equal 6Years.
CHART 4
CHART SHOWING RESPONDENTS’ CONSUMPTION PERIOD OF PONLAIT
MILK BY-PRODUCT
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
<2Yrs 2-4Yrs 4-6Yrs ≥6Yrs
14%16%
23%
47%
PER
CEN
TAG
E
CONSUMPTION PERIOD
RESPONDENTS
S.NO PARTICULAR NO.OF RESPONDENTS PERCENTAGE
1 <2Yrs 21 14%
2 2-4Yrs 24 16%
3 4-6Yrs 34 23%
4 ≥6Yrs 71 47%
Total 150 100%
TABLE 5
TABLE SHOWING PONLAIT MILK BY-PRODUCT CATEGORIES WHICH
CUSTOMERS USE MOST
Source: Primary data
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
0%
10%
20%
30%
40%
50%
60%
70%
80%
51%
78%
45%
25%
50%57%
PER
CEN
TAG
E
PRODUCT CATEGORIES
GHEE
CURD AND BUTTER MILK
STERILIZED FLOWER MILK
BADHAM POWDER
SUGARED KHOA
ICE CREAM
S.NO PARTICULAR NO.OF RESPONDENTS
(Out of 150)
PERCENTAGE
(Out of 100%)
1 GHEE 76 51%
2 CURD AND BUTTER
MILK
117 78%
3 STERILIZED FLOWER
MILK
68 45%
4 BADHAM POWDER 38 25%
5 SUGARED KHOA
75 50%
6 ICE CREAM
85 57%
TABLE 6
TABLE SHOWING FACTOR INFLUENCING CUSTOMER TO BUY PONLAIT
MILK BY – PRODUCTS
Source: Primary data
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
17%
17%
38%
20%
8%
AVAILABILITY
REASONABILITY
TASTE & QUALITY
FRESH PRODUCTS
OTHER
S.NO PARTICULAR NO.OFRESPONDENTS PERCENTAGE
1 AVAILABILITY 26 17%
2 REASONABILITY 25 17%
3 TASTE & QUALITY 57 38%
4 FRESH PRODUCTS 30 20%
5 OTHER 12 8%
Total 150 100%
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
Source: Primary data
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
17%
39%
37%
7%
PRICE
TASTE
FRESHNESS
OTHERS
S.NO PARTICULAR NO.OFRESPONDENTS PERCENTAGE
1 PRICE 13 17%
2 TASTE 30 39%
3 FRESHNESS 28 37%
4 OTHERS 5 7%
Total 76 100%
TABLE 8
TABLE SHOWING MOST PREFERABLE PONLAIT GHEE PACK
Source: Primary data
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
0%
5%
10%
15%
20%
25%
30%
35%
200 gm 500 gm 1 kg 2 kg 4 kg
32%34%
21%
8%
5%
PER
CEN
TAG
E
GHEE PACKET
RESPONDENTS
S.NO PARTICULAR NO.OF RESPONDENTS PERCENTAGE
1 200 gm 24 32%
2 500 gm 26 34%
3 1 kg 16 21%
4 2 kg 6 8%
5 4 kg 4 5%
Total 76 100%
TABLE 9
TABLE SHOWING CUSTOMERS’ SATISFACTION LEVEL ON PONLAIT GHEE
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
0%
10%
20%
30%
40%
50%
60%
70%
Highly Satisfied Satisfied No opinion Dissatisfied Highly Dissatisfied
PER
CEN
TAG
E
SATISFACTION LEVEL
Price
Freshness
Quality
Package
S.NO PARTICULAR NO.OFRESPONDENTS PERCENTAGE
Price Freshness Quality Package Price Freshness Quality Package
1 Highly Satisfied 24 46 50 26 32% 61% 66% 34%
2 Satisfied 32 25 18 36 42% 33% 24% 47%
3 No opinion 12 4 7 9 16% 5% 9% 12%
4 Dissatisfied 7 1 1 5 9% 1% 1% 7%
5 Highly
Dissatisfied
1 - - -
1% - - -
Total 76 100%
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
Source: Primary data
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
S.NO PARTICULAR NO.OF RESPONDENTS PERCENTAGE
1 100 gm 51 49%
2 200 gm 54 51%
Total 105 100%
TABLE 11
TABLE SHOWING CUSTOMERS’ SATISFACTION LEVEL ON PONLAIT CURD
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
0%
10%
20%
30%
40%
50%
60%
70%
Highly Satisfied
Satisfied No opinion Dissatisfied Highly Dissatisfied
PER
CEN
TAG
E
SATISFACTION LEVEL
Price
Freshness
Quality
Package
S.NO PARTICULAR NO.OFRESPONDENTS PERCENTAGE
Price Freshness Quality Package Price Freshness Quality Package
1 Highly Satisfied 33 63 53 64 31% 60% 50% 61%
2 Satisfied 48 29 36 32 46% 28% 34% 30%
3 No opinion 10 12 9 8 10% 11% 9% 8%
4 Dissatisfied 14 1 7 1 13% 1% 7% 1%
5 Highly
Dissatisfied - - - - - - - -
Total 105 100%
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
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
0%5%
10%15%20%25%30%35%40%45%
Highly Satisfied
Satisfied No opinion Dissatisfied Highly Dissatisfied
PER
CEN
TAG
E
SATISFACTION LEVEL
Price
Freshness
Quality
Package
S.NO PARTICULAR NO.OFRESPONDENTS PERCENTAGE
Price Freshness Quality Package Price Freshness Quality Package
1 Highly Satisfied 17 15 9 7 24% 22% 13% 10%
2 Satisfied 28 26 24 23 43% 38% 35% 34%
3 No opinion 11 21 16 24 16% 31% 24% 35%
4 Dissatisfied 11 6 16 12 16% 9% 24% 18%
5 Highly
Dissatisfied 1 - 3 2 1% - 4% 3%
Total 68 100%
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
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
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Highly Satisfied
Satisfied No opinion Dissatisfied Highly Dissatisfied
PER
CEN
TAG
E
SATISFACTION LEVEL
Price
Freshness
Quality
Package
S.NO PARTICULAR NO.OFRESPONDENTS PERCENTAGE
Price Freshness Quality Package Price Freshness Quality Package
1 Highly Satisfied 19 18 12 33 29% 27% 18% 50%
2 Satisfied 16 23 28 22 24% 35% 42% 33%
3 No opinion 20 18 15 6 30% 27% 23% 9%
4 Dissatisfied 10 7 8 5 15% 11% 12% 8%
5 Highly
Dissatisfied 1 - 3 - 2% - 5% -
Total 66 100%
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
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
0%
10%
20%
30%
40%
50%
60%
70%
Highly Satisfied
Satisfied No opinion Dissatisfied Highly Dissatisfied
PER
CEN
TAG
E
SATISFACTION LEVEL
Price
Freshness
Quality
Package
S.NO PARTICULAR NO.OFRESPONDENTS PERCENTAGE
Price Freshness Quality Package Price Freshness Quality Package
1 Highly Satisfied 4 12 5 7 11% 32%
13% 18%
2 Satisfied 17 16 23 16 45% 42%
63% 42%
3 No opinion 7 8 6 12 18% 21%
16% 32%
4 Dissatisfied 10 2 4 3 26% 5%
8% 8%
5 Highly Dissatisfied - - - - - - - -
Total 38 100%
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
Source: Primary data
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
29%
30%
31%
32%
33%
34%
35%
Very often Often Rarely
35%
34%
31%
PER
CEN
TAG
E
FREQUENCY
Respondents
S.NO PARTICULAR NO.OF RESPONDENTS PERCENTAGE
1 Very often 24 35%
2 Often 23 34%
3 Rarely 21 31%
Total 68 100%
TABLE 16
TABLE SHOWING FACTOR INFLUENCING CUSTOMER TO BUY PONLAIT
STERILIZED FLAVOURED MILK
Source: Primary data
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%
65%
22%
12%
PRICE
TASTE
FRESHNESS
OTHERS
S.NO PARTICULAR NO.OF RESPONDENTS PERCENTAGE
1 PRICE 1 1%
2 TASTE 44 65%
3 FRESHNESS 15 22%
4 OTHERS 8 12%
Total 68 100%
TABLE 17
TABLE SHOWING CUSTOMERS’ SATISFACTION LEVEL ON PONLAIT
STERILIZED FLAVOURED MILK
Source: Primary data
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
0%
10%
20%
30%
40%
50%
60%
Highly Satisfied
Satisfied No opinion Dissatisfied Highly Dissatisfied
PER
CEN
TAG
E
SATISFACTION LEVEL
Price
Freshness
Quality
Package
S.NO PARTICULAR NO.OF RESPONDENTS PERCENTAGE
Price Freshness Quality Package Price Freshness Quality Package
1 Highly Satisfied 6 26 32 17 9% 38% 47% 25%
2 Satisfied 19 29 27 35 28% 43% 40% 51%
3 No opinion 8 12 7 10 12% 18% 10% 15%
4 Dissatisfied 26 1 2 6 38% 1% 3% 9%
5 Highly
Dissatisfied 9 - - - 13% - - -
Total 68 100%
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
Source: Primary data
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
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Very often Often Rarely
18%
37%
45%
PER
CEN
TAG
E
FREQUENCY
RESPONDENTS
S.NO PARTICULAR NO.OF RESPONDENTS PERCENTAGE
1 Very often 7 18%
2 Often 14 37%
3 Rarely 17 45%
Total 38 100%
TABLE 19
TABLE SHOWING FACTOR INFLUENCING CUSTOMER TO BUY PONLAIT
BADHAM POWDER
Source: Primary data
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%
50%29%
16%
PRICE
TASTE
FRESHNESS
OTHERS
S.NO PARTICULAR NO.OF RESPONDENTS PERCENTAGE
1 PRICE 2 5%
2 TASTE 19 50%
3 FRESHNESS 11 29%
4 OTHERS 6 16%
Total 38 100%
TABLE 20
TABLE SHOWING CUSTOMERS’ SATISFACTION LEVEL ON PONLAIT
BADHAM POWDER
Source: Primary data
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
0%
10%
20%
30%
40%
50%
60%
Highly Satisfied
Satisfied No opinion Dissatisfied Highly Dissatisfied
PER
CEN
TAG
E
SATISFACTION LEVEL
Price
Freshness
Quality
Package
S.NO PARTICULAR NO.OFRESPONDENTS PERCENTAGE
Price Freshness Quality Package Price Freshness Quality Package
1 Highly Satisfied 10 18 20 15 26% 47% 53% 39%
2 Satisfied 16 16 13 17 42% 42% 34% 45%
3 No opinion 6 4 5 4 16% 11% 13% 11%
4 Dissatisfied 6 - - 2 16% - - 5%
5 Highly
Dissatisfied - - - -
- - - -
Total 38 100%
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
Source: Primary data
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
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Very often Often Rarely
27%
45%
28%
PER
CEN
TAG
E
FREQUENCY
RESPONDENTS
S.NO PARTICULAR NO.OF RESPONDENTS PERCENTAGE
1 Very often 20 27%
2 Often 34 45%
3 Rarely 21 28%
Total 75 100%
TABLE 22
TABLE SHOWING FACTOR INFLUENCING CUSTOMER TO BUY PONLAIT
SUGARED KHOA
Source: Primary data
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%
85%
8%4%
PRICE
TASTE
FRESHNESS
OTHERS
S.NO PARTICULAR NO.OF RESPONDENTS PERCENTAGE
1 PRICE 2 3%
2 TASTE 64 85%
3 FRESHNESS 6 8%
4 OTHERS 3 4%
Total 75 100%
TABLE 23
TABLE SHOWING MOST PREFERABLE PONLAIT SUGARED KHOA PACK
Source: Primary data
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
0%
10%
20%
30%
40%
50%
60%
50 gm 100 gm 200 gm 250 gm
56%
29%
8% 7%
PER
CEN
TAG
E
SUGARED KHOA PACKET
RESPONDENTS
S.NO PARTICULAR NO.OF RESPONDENTS PERCENTAGE
1 50 gm 42 56%
2 100 gm 22 29%
3 200 gm 6 8%
4 250 gm 5 7%
Total 75 100%
TABLE 24
TABLE SHOWING CUSTOMERS’ SATISFACTION LEVEL ON PONLAIT SUGARED
KHOA
Source: Primary data
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
0%
10%
20%
30%
40%
50%
60%
Highly Satisfied
Satisfied No opinion Dissatisfied Highly Dissatisfied
PER
CEN
TAG
E
SATISFACTION LEVEL
Price
Freshness
Quality
Package
S.NO PARTICULAR
NO.OF RESPONDENTS PERCENTAGE
Price Freshness Quality Package Price Freshness Quality Package
1 Highly Satisfied 5 27 39 15 7% 36% 52% 20%
2 Satisfied 17 38 33 33 23% 51% 44% 44%
3 No opinion 18 8 2 10 24% 11% 3% 13%
4 Dissatisfied 23 2 1 16 31% 3% 1% 21%
5 Highly
Dissatisfied 12 - - 1 16% - - 1%
Total 75 100%
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 RANK
KULFI 1
CHOCOBAR 2
CUP ICE CREAM 3
CONE 4
ICE CANDYY 5
VENNILLA STRAWBERRY 6
VENNILLA BALL 7
STRAWBERRY BALL 8
BUTTER SCOTCH 9
CASSATTA 10
FRUTEE NUTS 11
FRANKO DELIGHT 12
2 IN 1 PLAIN 13
2 IN 1 SPECIAL 14
Source: Primary data
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 14
th rank.
TABLE 26
TABLE SHOWING CUSTOMERS’ SATISFACTION LEVEL ON PONLAIT ICE
CREAM
Source: Primary data
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
0%
10%
20%
30%
40%
50%
60%
Highly Satisfied
Satisfied No opinion Dissatisfied Highly Dissatisfied
PER
CEN
TAG
E
SATISFACTION LEVEL
Price
Freshness
Quality
Package
S.NO PARTICULAR NO.OF RESPONDENTS PERCENTAGE
Price Freshness Quality Package Price Freshness Quality Package
1 Highly Satisfied 17 47 37 5 20% 55% 44% 6%
2 Satisfied 46 37 36 38 54% 44% 42% 45%
3 No opinion 18 1 11 28 21% 1% 13% 33%
4 Dissatisfied 4 1 13 5% - 1% 15%
5 Highly
Dissatisfied 1 - - - 1%
Total 85 100%
TABLE 27
TABLE SHOWING LEAKAGES/DAMAGES IN PONLAIT MILK BY-PRODUCT
Source: Primary data
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
0%
10%
20%
30%
40%
50%
60%
Very often Often Rarely Never
2%
8%
31%
59%
PER
CEN
TAG
E
FREQUENCY
RESPONDENTS
S.NO PARTICULAR NO.OF RESPONDENTS PERCENTAGE
1 Very often 3 2%
2 Often 12 8%
3 Rarely 47 31%
4 Never 88 59%
Total 150 100%
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
Source: Primary data
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
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Ask for compensation
Looking for alternative
No response others
19%
34%
47%
0
PER
CEN
TAG
E
RESPONSE
RESPONDENTS
S.NO PARTICULAR NO.OF RESPONDENTS PERCENTAGE
1 Ask for compensation 12 19%
2 Looking for alternative 21 34%
3 No response 29 47%
4 Others - -
Total 62 100%
TABLE29
TABLE SHOWING OVERALL SATISFACTION LEVEL OF RESPONDENTS
TOWARDS PONLAIT MILK BY-PRODUCT
Source: Primary data
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
12%
59%
19%
9%
1%
Highly Satisfied
Satisfied
No opinion
Dissatisfied
Highly Dissatisfied
S.NO PARTICULAR NO.OF RESPONDENTS PERCENTAGE
1 Highly Satisfied 18 12%
2 Satisfied 89 59%
3 No Opinion 28 19%
4 Dissatisfied 13 9%
5 Highly Dissatisfied 2 1%
Total 150 100%
NOTE: Out of 150 respondents only 22 respondents buying all categories of Ponlait milk by-
products
TABLE 30
TABLE SHOWING PERCENTAGE OF RESPONDENTS BUYING ALL
CATEGORIES OF PONLAIT MILK BY-PRODUCT
Source: Primary data
INFERENCE
From the above table 15% of the respondents buying all categories of Ponlait Milk By-
Products and remaining 85% of the respondents not buying all categories of Ponlait Milk By-
Products.
CHART 29
CHART SHOWING PERCENTAGE OF RESPONDENTS BUYING ALL
CATEGORIES OF PONLAIT MILK BY-PRODUCT
15%
85%
Buying all categories of Ponlait milk by-products
Not buying all categories of Ponlait milk by-products
S.NO PARTICULAR NO.OF RESPONDENTS PERCENTAGE
1 Buying all categories of Ponlait
milk by-products 22 15%
2 Not buying all categories of
Ponlait milk by-products 128 85%
Total 150 100%
TABLE 31
CONSUMPTION PERIOD * OVERALL SATISFACTION CROSSTABULATION
Case Processing Summary
Cases
Valid Missing Total
N Percent N Percent N Percent
Consumption Period * Overall
Satisfaction
150 100.0% 0 0.0% 150 100.0%
Consumption Period * Overall Satisfaction Crosstabulation
Count
Overall Satisfaction Total
Highly
Satisfied
Satisfied No
Opinion
Dissatisfied Highly
Dissatisfied
Consumption
Period
<2 Yrs 2 13 4 2 0 21
2-4 Yrs 3 14 6 1 0 24
4-6 Yrs 7 20 2 4 1 34
≥6 Yrs 6 42 16 6 1 71
Total 18 89 28 13 2 150
Chi-Square Tests
Value df Asymp. Sig. (2-sided)
Pearson Chi-Square 9.261a 12 .680
Likelihood Ratio 10.521 12 .570
Linear-by-Linear Association .348 1 .555
N of Valid Cases 150
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 Missing Total
N Percent N Percent N Percent
Influencing Factor *
Buying All Product
Categories
150 100.0% 0 0.0% 150 100.0%
Influencing Factor * Buying All Product Categories Crosstabulation
Count
Buying All Product Categories Total
Yes No
Influencing Factor
Availability 3 21 24
Reasonability 2 23 25
Taste & Quality 10 48 58
Fresh Products 3 29 32
Others 4 7 11
Total 22 128 150
Chi-Square Tests
Value df Asymp. Sig. (2-sided)
Pearson Chi-Square 6.138a 4 .189
Likelihood Ratio 5.384 4 .250
Linear-by-Linear Association 1.366 1 .243
N of Valid Cases 150
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 by-
products.
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 Producer’s 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 PRODUCTS
1 GHEE
Ghee 200gm
Ghee 500gm
Ghee 1kg
Ghee 2kg
Ghee 4kg
Ghee 5kg
Ghee 15kg tin
2 CURD AND BUTTER
MILK
Butter milk
Curd 100ml
Curd 200ml
Sweet Lessi
Paneer 100 gm
3 STERILIZED FLAVORED
MILK Sterilized Flavored Milk
4 BADHAM POWDER Badham Powder 200g
5 SUGARED KHOA
Sugared Khoa 50g
Sugared Khoa 100g
Sugared Khoa 200g
Sugared Khoa 250g
6 ICE CREAM VERITIES
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
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
Highly
Satisfied
Satisfied No
opinion
Dissatisfied Highly
Dissatisfied
1 Price
2 Freshness
3 Quality
4 package
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
Curd Butter milk Sweet Lessi Paneer
1 Price
2 Freshness
3 Quality
4 Package
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
Highly
Satisfied
Satisfied No
opinion
Dissatisfied Highly
Dissatisfied
1 Price
2 Freshness
3 Quality
4 Package
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
Highly
Satisfied
Satisfied No
opinion
Dissatisfied Highly
Dissatisfied
1 Price
2 Freshness
3 Quality
4 package
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 [ ] 100 gm pack
[ ] 200 gm pack [ ] 250 gm pack
21. Rate the satisfaction level of Ponlait Sugared Khoa
Sl No Highly
Satisfied
Satisfied No
opinion
Dissatisfied Highly
Dissatisfied
1 Price
2 Freshness
3 Quality
4 Package
ICE CREAM VERITIES
22. Rank the ice cream based on your preference
Sl
No
ICE CREAM Rank
1 ICE CANDY
2 CHOCOBAR
3 KULFI
4 CUP ICE CREAM
5 VENNILLA BALL
6 VENNILLA STRAWBERRY
7 STRAWBERRY BALL
8 BUTTER SCOTCH
9 FRUTEE NUTS
10 CONE
11 FRANKO DELIGHT
12 CASSATTA
13 2 IN 1 PLAIN (VENNILLA & STRAWBERRY)
14 2 IN SPECIAL (1 BUTTER SCOTCH & FRUTEE NUTS)
23. Rate the satisfaction level of Polait Ice Cream Verities
Sl
No
Highly
Satisfied
Satisfied No
opinion
Dissatisfied Highly
Dissatisfied
1 Price
2 Freshness
3 Quality
4 Package
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 [ ] Satisfied [ ] No Opinion [ ] Dissatisfied
[ ] Highly Dissatisfied
27. Any suggestions for improvement
9.2 PONLAIT MILK BY-PRODUCT LIST WITH PRICE
S.NO PRODUCT NAME Price
(in Rs.)
1 SFM 18.00
2 BUTTER MILK 5.00
3 CURD 100ML 9.00
4 CURD 200ML 16.00
5 SWEET LESSI 10.00
6 SUGARED KHOA 50G 10.00
7 SUGARED KHOA 100G 20.00
8 SUGARED KHOA 200G 40.00
9 SUGARED KHOA 250G 50.00
10 PANEER 100G 27.00
11 BADHAM POWDER 200G 55.00
12 GHEE 200G 85.00
13 GHEE 500G 180.00
14 GHEE 1KG 330.00
15 GHEE 2KG 660.00
16 GHEE 4KG 1320.00
17 GHEE 5KG 1650.00
18 GHEE 15KG TIN 4950.00
19 ICE CANDY 5.00
20 CHOCOBAR 15.00
21 KULFI 30ML 9.00
22 KULFI 70ML 18.00
23 ICE CREAM 40ML 6.00
24 ICE CREAM 90ML 12.00
25 VENNILLA BALL 18.00
26 VENNILLA STRAWBERRY 500ML 55.00
27 VENNILLA STRAWBERRY 1000ML 110.00
28 STRAWBERRY BALL 18.00
29 BUTTER SCOTCH 90ML 18.00
30 BUTTER SCOTCH 500ML 70.00
31 BUTTER SCOTCH 1000ML 130.00
32 FRUTEE NUTS 90ML 18.00
33 FRUTEE NUTS 500ML 80.00
34 FRUTEE NUTS 1000ML 150.00
35 CONE 50ML 12.00
36 CONE 100ML 24.00
37 FRANKO DELIGHT 22.00
38 CASSATTA 24.00
39 2 IN 1 V/S PLAIN 120.00
40 2 IN 1 B/F SPECIAL 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/