vijaya dairy

A STUDY ON CUSTOMER SATISFACTION IN VIJAYA DAIRY

INTRODUCTIONDairying has emerged as a dynamic instrument to raise the socio-economic status of rural people through employment and income generation. The dairy farmers are not only benefited by marketing the milk and milk products but also from harnessing the growing livestock wealth and a range of animal by products. Dairying has become and integral sub-system of agriculture. Efforts are being made to organize it as an industry through co - operative and private enterprises. Dairying has been a traditional rural household occupation. But it could not be made commercially viable for long and remained unorganized. With the success of AMUL, and attempts at organizing dairy co-operatives in many states during Operation Flood I and II, people's participation for common economic emerged in the dairy sector. Since 1971, the collection of milk through the cooperatives has been over 85 percent of the total milk collection of organized sector in the country. The number of milk cooperative in the country during 1988 was 58,830 which is now increased to about 70,000 societies. For long time, prevented private enterprises from the government setting up dairy units and competing with the cooperatives. However, sector was delicensed in 1991, paving the path for private sector competition. A large number of small dairies have corne up in major cities. As we know very well that the dairying is one of the major industry in India. The cow was adorned as mother of plenty and prosperity with cattle as backbone for agriculture. 75 percent of the rural people are completely' dependent on agriculture for their livelihood. More than 70 % of the rural farmers belongs to category of the small farmers, marginal farmers and agricultural laborers. Population explosion with limitation of agricultural areas for food production, has brought on greater need for harnessing the available land, livestock and labor to achieve self-sufficiency in milk production. The white Revolution or operation flood as it is widely known, found its genesis in this thinking, impressed by the economic transformation, it has brought about in the life styles of the Gujarat farmers, The gigantic task of replication of PRABHATHINSTITUTE OF COMPUTER SCIENCE Page 1

A STUDY ON CUSTOMER SATISFACTION IN VIJAYA DAIRY "Amul" or "Anand" pattern, which bristled with problems .particularly in talking the power conscious bureaucracy at the policy making level, was entrusted to Dr. Verghese Kurien, the young Engineer from Kerala who has performed this miracle admirably in Gujarat working with a missionary zeal. The growing demand for milk in Bombay provided the stimulus for the milk producers in Kaira district to increase production and the 'Kaira District Cooperative Milk Producers Union, popularly known as "Amul" came into being. Starting with just two milk producers" societies with a daily collection of 250 liters in 1948, Amul now has a membership of 3,60,000 farmers handling about 8,50,000 liters and distributing about Rs. 100 crore annually towards that cost of milk supplied by them.

Customer satisfaction, a business term, is a measure of how products and services supplied by a company meet or surpass customer 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 customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy. There is a substantial body of empirical literature that establishes the benefits of customer satisfaction for firms. Measuring customer satisfaction Organizations need to retain existing customers while targeting non-customers; Measuring customer satisfaction provides an indication of how successful the organization is at providing products and/or services to the marketplace. Customer satisfaction is an abstract concept and the actual manifestation of the state of satisfaction will vary from person to person and product/service to product/service. The state of satisfaction depends on a number of both psychological and physical variables which correlate with satisfaction behaviors such as return and recommend rate. The level of satisfaction can also vary depending on other factors the customer, such as other products against which the customer can compare the organization's products.

PRABHATHINSTITUTE OF COMPUTER SCIENCE

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A STUDY ON CUSTOMER SATISFACTION IN VIJAYA DAIRY Work done by Parasuraman, Zeithaml and Berry (Leonard L) between 1985 and 1988 delivered SERVQUAL which provides the basis for the measurement of customer satisfaction with a service by using the gap between the customer's expectation of performance and their perceived experience of performance. This provides the researcher with a satisfaction "gap" which is semi-quantitative in nature. Cronin and Taylor extended the disconfirmation theory by combining the "gap" described by Parasuraman, Zeithaml and Berry as two different measures (perception and expectation) into a single measurement of performance relative to expectation. The usual measures of customer satisfaction involve a survey[4]

with a set of

statements using a Likert Technique or scale. The customer is asked to evaluate each statement in terms of their perception and expectation of performance of the service being measured. Methodologies American Customer Satisfaction Index (ACSI) is a scientific standard of customer satisfaction. Academic research has shown that the national ACSI score is a strong predictor of Gross Domestic Product (GDP) growth, and an even stronger predictor of Personal Consumption Expenditure (PCE) growth. On the microeconomic level, research has shown that ACSI data predicts stock market performance, both for market indices and for individually traded companies. Increasing ACSI scores has been shown to predict loyalty, word-of-mouth recommendations, and purchase behavior. The ACSI measures customer satisfaction annually for more than 200 companies in 43 industries and 10 economic sectors. In addition to quarterly reports, the ACSI methodology can be applied to private sector companies and government agencies in order to improve loyalty and purchase intent. Two companies have been licensed to apply the methodology of the ACSI for both the private and public sector: CFI Group, Inc.applies the methodology of the ACSI offline, and Foresee Results applies the ACSI to websites and other online initiatives The Kano model is a theory of product development and customer satisfaction developed in the 1980s by Professor Noriaki Kano that classifies customer preferences into five categories: Attractive, One-Dimensional, Must-Be, Indifferent, Reverse. The Kano model offers some insight into the product attributes which are perceived to be important to


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A STUDY ON CUSTOMER SATISFACTION IN VIJAYA DAIRY customers. Kano also produced a methodology for mapping consumer responses to questionnaires onto his model. SERVQUAL or RATER is a service-quality framework that has been incorporated into customer-satisfaction surveys (e.g., the revised Norwegian Customer Satisfaction Barometer to indicate the gap between customer expectations and experience. J.D. Power and Associates provides another measure of customer satisfaction, known for its top-box approach and automotive industry rankings. J.D. Power and Associates' marketing research consists primarily of consumer surveys and is publicly known for the value of its product awards. Other research and consulting firms have customer satisfaction solutions as well. These include A.T. Kearney's Customer Satisfaction Audit process[6], which incorporates the Stages of Excellence framework and which helps define a companys status against eight critically identified dimensions. For Business to Business (B2B) surveys there is the InfoQuest box. This has been used internationally since 1989 on more than 110,000 surveys (Nov '09) with an average response rate of 72.74%. The box is targeted at "the most important" customers and avoids the need for a blanket survey. Improving Customer Satisfaction Published standards exist to help organizations develop their current levels of customer satisfaction. The International Customer Service Institute (TICSI) has released The International Customer Service Standard (TICSS). TICSS enables organizations to focus their attention on delivering excellence in the management of customer service, whilst at the same time providing recognition of success through a 3rd Party registration scheme. TICSS focuses an organizations attention on delivering increased customer satisfaction by helping the organization through a Service Quality Model. TICSS Service Quality Model uses the 5 P's - Policy, Processes, People, Premises, Product/Services, as well as performance measurement. The implementation of a customer service standard should lead to higher levels of customer satisfaction, which in turn influences customer retention and customer loyalty. PRABHATHINSTITUTE OF COMPUTER SCIENCE Page 4


NEED FOR THE STUDY

The market today is characterized by cut-throat competition, Ad wars, attractive incentives to entire consumers as well as retailers, neck less bidding for the retailer shelf space and eye-catching Packaging. Retailers are pampered as never before. Companies spend a substantial percentage of their turnover to claim a place in the consumers mind. Several companies are extending their network to the higher to unexplored rural markets Nowadays it is the consumers market and all the sales, manufacturing activities are generated by the consumers.

This indicates consumer's importance while purchasing a commodity. A product cannot be marketed successfully without knowing the consumer behavior to that product(s). Due .to fast growing day to day technology and introduction of new product brands that will directly effect on consumers, preference will be altered, they will go in for such products which have convenient facilities.

This is general scenario, and this is same in marketing of dairy products. Significant changes are expected in the both demand and supply sides. Demand is undoubtedly growing. Over the last few years the procurement price of liquid milk have risen sharply. Giving raise to hike in price of liquid milk and milk, products in the market. There is every reason to believe that milk and especially milk products have prices themselves out of the reach of many a consumers in the middle income segment.


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Vijaya dairy products are one of the consumers perishable product. There are certain factors which have direct relationship with the product manufactures and consumers such as price, quality, demand and supply.

The manufactures of milk in Andhra Pradesh are VIJAYA, HERITAGE, JERSY, DODLA, TIRUMALA etc., They arc distributing their milk through agents. Thus there is need to study how far the consumer is satisfied by VIJAYA milk in the market and company in the process of collecting milk from all areas and marketing. The performance of Vijaya milk and milk products have been found theoretically from the past records, i.e. the secondary data, while for consumer. behavior primary sources were used. From the foregoing, it is clear that an in-depth study regarding availability of VIJAYA milk based products, proper distribution channels, coverage, consumer preference and their taste towards the Vijaya Products is worthwhile. Therefore, here is an attempt made in this regard with the following objectives:


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A STUDY ON CUSTOMER SATISFACTION IN VIJAYA DAIRY OBJECTIVES OF THE STUDY 1. To know the consumer behaviour towards Vijaya milk and rnilk products. 2. To know whether the Vijaya Dairy Parlours and retailers are covering the area of the target consumers. 3. To know consumer response regarding Vijaya Dairy Parlours anc retailers. 4. To know the availability of whole range of Vijaya Products with the Parlours and retailers. 5. To know the price, quality and product-mix on parlours with, that of competitors. 6. To know the distributive problems with the Vijaya Products.


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RESEARCH METHODOLOGY : TYPES OF SAMPLE The type of sample selected for the study was confined to household consumers in Kurnool. The survey was conducted in Kurnool town.

SAMPLE SIZE The size of the sample chosen for. the study is 111 consumers which includes all groups of consumers, i.e. Higher income groups, Middle income groups and Lower income groups. SAMPLE METHOD The method of the selection of the sample followed "was stratified random sampling. The sources of information fall under two categories these are internal sources and external sources. INTERNAL SOURCES A business organization has to certainly maintain some records such as financial accounting records, sales records, total annual sales reports, regional sales reports were utilized as Internal sources of data. EXTERNAL SOURCES When the internal records are not sufficient and the required information is not readily available in the organization will have to depend on external sources. External sources of data for knowing consumers' behavior fall1 under two categories.


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A STUDY ON CUSTOMER SATISFACTION IN VIJAYA DAIRY PRIMARY DATA The data collected for the purpose or for a particular problem in original is known as primary Data..It consists of all'the answers obtained in first-hand. There are various sources and methods are there to collect the primary data. SECONDARY DATA: The data collected from the public sources i.e./ not originally collected for the first time is called secondary data. For this survey work I rely on, secondary data such as news papers, Annual Survey reports etc.

TYPES OF SAMPLING: The procedure followed in the collection of the data is from primary sources, that is personal interviews with the customers aided by questionnaire. This questionnaire pertains to the aspects of dairy products and dairy parlours having around 13 questions. The questions were of dichotomous types, rating scale types and a few of them are open-end type questions. The response was overwhelming; analysis includes views, complaints and suggestions given by the consumers.


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A STUDY ON CUSTOMER SATISFACTION IN VIJAYA DAIRY LIMITATIONS OF STUDY This method has certain disadvantages such as : 1) 2) 3) Unwillingness of respondent to provide information Inability of respondent to provide information. Personal bias may involves in the study because the study is made under personal interview method. 4) Due to the changes and fluctuations of consumer behaviours', it may affect the relevance of the result.

But this does not mean that the questionnaire method cannot be used satisfactorily but it can be used, however to get some data relative to most problems.


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Customer:A customer is as individual who buys goods and services for personal and final consumption.

Satisfaction:Satisfaction is a persons feelings of pleasure or disappointment resulting from comparing a products perceived performance [or outcome] In relation to his or her, experience.

Market:A market consists of all the potential consumer sharing particular needs or wants, which might be willing and able to engage in exchange to satisfy that needs and wants. In Fact market must be through of not as a geographical meeting place but as an getting together of buyers and sellers, in person, by mail, telephone of any other means of communication

Brand:A brand is a name, term, sign, symbol or design or a combination of these which is intended to identify the goods or service of one seller or a group of Sheller and to differentiate them from the competitors.

Consumer perception:The process by which an individual select organizes and interprets stimuli into a meaningful and coherent picture of the world. It can be described as How we see the world around us. Two individuals may be exposed to be same stimuli under the same apparent conditions, but how each person based on each person own needs, value and expectation.


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Marketing mix:It is the elements on organization controls that can be used to satisfy or communicate with customers. The traditional marketing mix is composed of four Ps: price, place and promotion. The notice of mix implies that all of the variables are interrelated and depend on each other to some extent.

Quality:The quality of product or service is a customers perception of the degree to which the product or service meets his or expectation Quality Stands for,

Q = Quest for Excellence. U = Understanding customer needs A = Action to achieve customer appreciation. L = Leadership determination to be leader I = Involving all people T = Term spirit to work for a common goal and Y = Yardstick to measure progress.

Consumer awareness:Is the knowledge of the consumer about the existence product in the market?

Brand Loyalty:Brand loyalty is a toxin of much concern to all marketers. Every company seeks to have a steady group of unwavering customer for its product or service. Because research suggests that an increase in market share is relates to improve brand loyalty, marketers are understandably concern with this element.

MARKETING:Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering and freely exchanging products and services of value with others.


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MARKETING MANAGEMENT:Marketing management is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individuals and organizational goals.

MARKETING MIX:Marketing mix is the set of controllable tactical marketing tools that the firm blends to produce the response it wants in the target market. Four factor classifications of these tools are called the four P's: product, price, place and promotion.

PRODUCT:Product is the firm's tangible offer to the market, which includes the product quality, design, features, branding and packaging. Price is the amount of money the customers have to pay to obtain the product. Price makes the product of the company available to target customers.

PROMOTION:Promotion includes all the activities of the company undertake to communicate and promote its product to the target market. It consists of advertising, sales promotion, public relation etc.

BRAND:Brand is the name, term, sign, symbol of design or a combination of their intended to identify the goods and services of one seller or group of seller and to differentiate them from those of competitors.

BRAND IMAGE:It is nothing but the set of benefits consumers hold about a particular brand.

ADVERTISING:Any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor.


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MARKET DEMAND:Market demand for a product is the total volume that would be bought by a defined customer group in a defined geographical area in a defined time period in a defined marketing environment under a defined marketing program.

MARKET POTENTIAL:The market forecast shows expected market demand, not maximum market demand. For the latter, we have to visualize the level of market demand resulting from a very high level of industry marketing expenditure, where further increases in marketing effort would have little effect in stimulating further demand. Market potential is the limit approached by market demand as industry marketing expenditures approach infinity for a given marketing environment.

COMPANY DEMAND:It is the company's estimated share of market demand at alternative levels of company marketing effort in a given time period. The company's share of market demand depends on how its products, services, prices, communications, and so on are perceived relative to the competitors.

COMPANY SALES FORECAST:It is the expected level of company sales based on a chosen marketing plan and an assumed marketing environment.

COMPANY SALES POTENTIAL:Company sales potential is the sales limit approached by company demand as company-marketing effort increases relative to that of competitors.


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Indian dairy Industry - a profileToday, India is 'The Oyster' of the global dairy industry. It offers opportunities galore to entrepreneurs worldwide, who wish to capitalize on one of the world's largest and fastest growing markets for milk and milk products. A bagful of 'pearls' awaits the international dairy processor in India. The Indian dairy industry is rapidly growing, trying to keep pace with the galloping progress around the world. As he expands his overseas operations to India many profitable options await him. He may transfer technology, sign joint ventures or use India as a sourcing center for regional exports. The liberalization of the Indian economy beckons to MNC's and foreign investors alike.

Indias dairy sector is expected to triple its production in the next 10 years in view of expanding potential for export to Europe and the West. Moreover with WTO regulations expected to come into force in coming years all the developed countries which are among big exporters today would have to withdraw the support and subsidy to their domestic milk products sector. Also India today is the lowest cost producer of per litre of milk in the world, at 27 cents, compared with the U.S' 63 cents, and Japans $2.8 dollars. Also to take advantage of this lowest cost of milk production and increasing production in the country multinational companies are planning to expand their activities here. Some of these milk producers have already obtained quality standard certificates from the authorities. This will help them in marketing their products in foreign countries in processed form.

The urban market for milk products is expected to grow at an accelerated pace of around 33% per annum to around Rs.43,500 crores by year 2005. This growth is going to come from the greater emphasis on the processed foods sector and also by increase in the conversion of milk into milk products. By 2005, the value of Indian dairy produce is expected to be Rs 10,00,000 million. Presently the market is valued at around Rs7,00,000mn


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Indian dairy Industry - a profileToday, India is 'The Oyster' of the global dairy industry. It offers opportunities galore to entrepreneurs worldwide, who wish to capitalize on one of the world's largest and fastest growing markets for milk and milk products. A bagful of 'pearls' awaits the international dairy processor in India. The Indian dairy industry is rapidly growing, trying to keep pace with the galloping progress around the world. As he expands his overseas operations to India many profitable options await him. He may transfer technology, sign joint ventures or use India as a sourcing center for regional exports. The liberalization of the Indian economy beckons to MNC's and foreign investors alike.

Indias dairy sector is expected to triple its production in the next 10 years in view of expanding potential for export to Europe and the West. Moreover with WTO regulations expected to come into force in coming years all the developed countries which are among big exporters today would have to withdraw the support and subsidy to their domestic milk products sector. Also India today is the lowest cost producer of per litre of milk in the world, at 27 cents, compared with the U.S' 63 cents, and Japans $2.8 dollars. Also to take advantage of this lowest cost of milk production and increasing production in the country multinational companies are planning to expand their activities here. Some of these milk producers have already obtained quality standard certificates from the authorities. This will help them in marketing their products in foreign countries in processed form.

The urban market for milk products is expected to grow at an accelerated pace of around 33% per annum to around Rs.43,500 crores by year 2005. This growth is going to come from the greater emphasis on the processed foods sector and also by increase in the conversion of milk into milk products. By 2005, the value of Indian dairy produce is expected to be Rs 10,00,000 million. Presently the market is valued at around Rs7,00,000mn


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COMPANY PROFILE PROFILE OF THE A.P.D.D.C.F. Tremendous efforts were made for creating the infrastructure for dairy development during different phases of the Organization. Beginning as a pilot Milk Supply Scheme(1960); then as an integrated Milk Project with UNICEF assistance leading on to a Diary Development Department( 1971) which in turn become a Diary Corporation( 1974) and finally a Co-operative Federation( 1981). As the years passed, APDDCF built up the infrastructure needed to meet every requirement of dairying, be it procurement of milk from over 800,000 diary farmers spread across Andhra Pradesh. Or be it chilling and processing 1.6 million liters of milk everyday, or getting it ready for nationwide distribution. It all happened within the vast Dairy plant network of APDDCF. Through extensive use of high technology and management acumen honed to steer such a widespread operation, and brought prosperity to the State many times.

The Federation has drawn up more comprehensive systems for procurement and processing of milk. A dedicated research cell is actively pursuing ways and means of bettering quality. Collaborations with global experts are also being sought, all in an attempt to remain at the forefront of modern dairying in India where QUALITY will be the watchword. ORIGIN AND GROWTH A small milk processing plant of the experimental dairy now attached to Andhra Pradesh Agricultural University at Rajendranagar was utilized for this purpose in 1960-1961. Then came a proposal from the government for establishing a dairy at Hyderabad with the aid of UNICEF as a result of an agreement between Government of India, State Government and UNICEF.


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UNICEF agreed to supply machinery and equipment for establishing dairies at Hyderabad and Vijayawada. A project for milk collection from the surplus areas of coastal Andhra namely from Vijayawada and its surroundings was started and a dairy was established at Vijayawada in October 1969. Hyderabad Dairy was established at Lalapet, Hyderabad and was commissioned in January 1967. Dairy Development Department implemented several schemes for improvement of dairying in rural areas by way of securing loans for dairy farmers from different nationalized banks by supplying cattle feed to the farmers on credit at subsidized rates. Separate funds were provided by State Government in the annual budget for dairy development. In April 1974 at the instance of National Dairy Development Board (NDDB) the State Government agreed to convert Dairy Development department (DDD) into a corporation and thus from 1974 the Dairy Development Department started functioning as Andhra Pradesh Dairy Development Corporation and finally APDDCF in 1981. A.P.D.D.C.F. STRUCTURE

State Level District Level Village Level

APDDCF Milk Unions

Apex Body Ten Unions 111757 Societies

Milk Producers Co-Op.Societies


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A STUDY ON CUSTOMER SATISFACTION IN VIJAYA DAIRY OBJECTIVES Organise co-operatives of Milk Producers at village and district levels. Provide essential inputs to enhance milk production, feed and fodder production, cross breeding programs, veterinary aid, and take up development programs to provide effective leadership and management skills to the milk producers to help them manage their own Co-operatives. Develop infrastructure for processing of milk and manufacture of dairy products and market wholesome and quality milk and milk products. Fulfill the consumer needs of liquid milk and milk products in the State. Develop new products and packaging lines in tune with the changing scenario of consumer market and needs. Integrate dairy development with overall rural development efforts and provide greater employment to the rural poor. Today, there arc about 7,000 Co-operatives with 400 All-Women Co- operatives and a membership of over 8 lath people across the state. To provide assured year-round market for the surplus milk produced in the rural areas. Supply wholesome milk and milk products to the urban consumers; and To stimulate milk production and develop the required infrastructure. OPERATION FLOOD PROGRAMME ANDHRA PRADESH DAIRY DEVELOPMENT CO-OPERATIVE

FEDERATION LIMITED was started in 1981 to implement Operation Flood Programme in the State, with financial assistance from N.D.D.B, (National Dairy Development Board). The 3 tier co-operative structure is as follows 1. Village level milk producers co-operative societies.: 2. District level milk producers co-operative societies. 3. State level co-operative federation.


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A STUDY ON CUSTOMER SATISFACTION IN VIJAYA DAIRY OPERATION FLOOD-I The Guntur Milk Producers co-operative union was organized and the Sangam Dairy was established. OPERATION FLOOD-II The operation flood has covered 16 districts in the State. The following schemes have been implemented under the programme:

Establishment of MPF, Nandyal Expansion of Milk powder plant at Vijayawada and Sangam. Expansion of Vishaka Dairy establishment of a new chilling center at Ramabadrapurarn. Strengthening of Milk chilling center at Ongole. Strengthening of MPF, Chittoor and Proddutur. Establishment of Mother Dairy at Hyderabad. Establishment of Feed Mixing Plant at Mydukuru.


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General Information about A.P.D.D.C.F. Ltd. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 District Unions No. of Milk Sheds Milk Products Factories No. of District Dairies Capacity of District Dairy Capacity of State Wide Dairies No. of Milk Chilling Centers Capacity of Milk Chilling Centers No. of Feed Mixing Plants Capacity of Feed Mixing Plants Capacity of Drying No. of Milk procurement routes No. of training Centers Capacity of Dairy Units APDDCF Turnover/Annum No. of MPCS No. of MPAC Milk Collection Centers Women Co-operative Societies Women Milk Producers Milk Producers Villages associated No. of Milk Consumers families 9 5 7 9 3.24 Lakh Ltrs. 28.00 Lakh Ltrs. 67 11.37 Lakh Ltrs 7 205 M.T. 123 M.T. 520 5 17.50 Lakh Ltrs. 900 14234 12890 84633 780 26690 79950 12655 12 Lakhs


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A STUDY ON CUSTOMER SATISFACTION IN VIJAYA DAIRY INTRODUCTION ABOUT PRODUCT PROFILE PRODUCT PROFILE Today A.P.D.D.C.F. offers the widest spectrum of milk products in India, under the brand name VIJAYA. These includes VIJAYA LIQUID MILK (Toned milk, Double toned milk, Standardized milk), UHT Milk, Flavored Milk, Ghee, Butter, Doodhpeda etc. Several among these carry the Agmark, an attestation of quality by Government of India and ISI mark of Bureau of Indian standards. The VIJAYA brand connotes purity and quality which makes it a trusted name in millions of household across the country. Today there are above 7000 co-operatives with 400 All-woman cooperative and a membership of over 8 lakh people across the state, producing over 15 lakh liters of milk everyday and processed to produce quality products. MILK: Highly nutritious Pasteurized, Standardized, Toned, Double Toned milk. Free from additives, preservatives. Packed in poly sachets using sophisticated system of fill and seal machines In case of delayed usage boil, cool and refrigerator. MILK AND MILK PRODUCTS Today APDDCF offers the widest spectrum of milk products in India, under the brand name VIJAYA, These include Ghee, Butter, processed Cheddar Cheese and Cheese Spread, UHT Milk, Flavoured Milk (Merri Milk), Slim Milk in Tetrapacks, Sterilized Cream, Skim Milk Powder, Dairy Whitener, Cooking Butter and Ice Cream. Several among these carry the Agmark, an attestation of quality by Government of India and the ISI mark of Bureau of Indian Standards. The brand VIJAYA connotes quality and quality, which makes it a trusted name in millions of households across the country.


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A STUDY ON CUSTOMER SATISFACTION IN VIJAYA DAIRY In addition, APDDCF also manufactures products such as Sterilized Flavoured Milk, panner (indigenous unripended cheese), Doodh Peda (desiccated milk sweet) and Buttermilk which are marketed through a network of Vijaya Dairy Parlours and a chain of retailers spread across Andhra Pradesh. APDDCF INTRODUCES DIET MILK IN SACHETS To cater to the needs of the health conscious, AP Dairy Development Cooperative Federation Limited, has launched Vijaya Diet Milk in sachets which will contain skimmed milk with maximum 0.1% fat only. The health conscious consumers and particularly those, with cardiac problems and obesity can avail this facility by using quality Diet Milk of Vijaya. LOW FAT MILK AP Dairy Development Cooperative Federation Limited has been the pioneer in introducing innovative technologies in dairy field and its Vijaya brand of milk has been the brand leader in the country in the UHT (Ultra High Temperature) processed long life milk. In order to cater to the needs of the health conscious. APDDCF has launched Low Fat Milk (1.5% fat and 9% SNF) in hygienic, tamper-proof Tetra Pak packing on the 24th May, 2000. With this, Vijaya will have the widest range of long-life milk with varying fat contents. Already Vijaya UHT milk is available with 4.5% fat in Tetra Brick and 3% and 5% Fat in Tetra Fino (pouch) packing. With the introduction of .Vijaya Low Fat Milk, health conscious families can also now take the advantage of bacteria-free, healthy UHT milk in tamperproof packing and is specially enriched with Vitamin A (2000 International Units per liter). SUPRABHATAM Contains 3.0% Fat and 8.5% SNF Shelf-life 45 days 100% Bacteria free and contained no preservatives and additives Needs no refrigeration till opened. Needs no boiling after opening U.H.T. processed Toned Milk in international Tetra Fino packaging PRABHATHINSTITUTE OF COMPUTER SCIENCE Page 25

A STUDY ON CUSTOMER SATISFACTION IN VIJAYA DAIRY EXTRA FRESH U.H.T. MILK Contains 5.0% Fat and 8.5% SNF Shelf-life 45 days. 100% Bacteria free and contained no preservatives and additives Needs no refrigeration till opened Needs no boiling after opening. U.H.T. processed Toned Milk in international Tetra Fino packaging. LIQUID MILK: The APDDCF is selling about 3.5 lakh liters of milk in the Twin Cities from Milk Products Factory, Hyderabad and Mother Dairy, Hayatnagar. There are 1700 Commission Agents spread over 70 Sq.KMs in and around Hyderabad. . The Market Share of APDDCF is about 30% total potential market established in cities. APDDCF has Market Share of 55% of the Branded Milk in Twin Cities. In addition to sale of milk in Twin Cities, APDDCF is marketing various Dairy Products on the Brand name of VIJAYA in Twin Cities. The Products are as listed: Vijaya Ghee Doodhpeda U.H.T. PROCESSED MILK PRODUCTS Treated at Ultra High Temperature and aseptically packed Sterile, bacteria free and can be consumed directly Needs no refrigeration Contains 4.5% Fat & 8.5% SNF Stays fresh for 4 months Gives excellent and firm curds/ yoghurt Hygienically packed Natural taste with high nutritive value PRABHATHINSTITUTE OF COMPUTER SCIENCE Page 26 Sterilized Flavoured Milk Paneer.

A STUDY ON CUSTOMER SATISFACTION IN VIJAYA DAIRY Packaging material absolutely impermeable and non-returnable Available as a grocery item Homogenised MILK PRODUCTS CURD Fat 3,0% and SNF 8.5% Best before 2 days & under refrigeration Homogenized. Made from Toned Milk Frozen Products Ice Creams, Kulfi, Chocobar Also, various products as Cheese, Table Butter, different district unions are marketed. TABLE BUTTER Has 80% Milk Fat with salt and colour Agmark Special Grade Products (Govt. of India Certification) Needs refrigerated storage until consumed Packed in Alluminium Foil packs with fully automatic machines Pleasant flavor Delicious taste and good spreadability. Useful as an additive in various food preparations. Products manufactured by the


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A STUDY ON CUSTOMER SATISFACTION IN VIJAYA DAIRY GHEE Complete Milk Fat (99.7%) Granular and white in color Agrnark Special Grade Product (Govt. of India Certification) Shelf-life of 6 months at ambient temperature Hygienically manufactured and packed Pleasant flavor Rich source of energy DESSERT MAGIC UHT processed and aseptically packed Contains all milk constituents, sugar, permitted stabilizers and emulsifiers Sterile and totally free from microbes Has 10% Milk Fat and 11 % SNF Shelf-life of 3 months at ambient temperature Can be used as a rich milkshake and when frozen makes creamy kulfis and ice-creams STERILIZED CREAM Has 30% Milk Fat with added stabilizers and emulsifiers U.H.T. processed and aseptically packed Needs no refrigeration Shelf-life of 3 months Can be used for coffee whitening, whipping to be used in desserts etc. Nutritive and fresh Sterile, Bacteria free and no chemical changes Homogenised


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A STUDY ON CUSTOMER SATISFACTION IN VIJAYA DAIRY LASSI: Prepared from curd containing 3% Fat and 8.5% SNF Sweetened Processed at Ultra High Temperature and packed aseptically Sterile, bacteria free and can be consumed directly Hygienically packed Stays fresh for 90 days Needs no refrigeration Excellent thirst quencher Kurnool District Milk Producers Mutually aided Co-Operative Union Limited (K.D.M.P.M.A.C.U. Ltd.,), Nandyal. Company Profile

The APDDC started in Kurnool District by the commencement of Kurnool District Dairy at Kurnool in the year 1974 with the capacity of 12,500 Liters per day and chilling centre started at Nandyal during the year 1977 with the capacity of 30,000 Liters per day. The milk products factory Nandyal Commenced in the year 1983 with the capacity of 1,50,000 Liters per day. The milk product factory was established with the. assistance crores from National Dairy Development Board (NDDB). The K.D.M.P.M.A.C.U.Ltd., formed during the year 1990 as per the 3 tier Co-Operative structure and transformed into K.D.M.P.M.A.C.U.Ltd., during the year 2002 with an intention to create financial resources to the peagents to their produce (Milk). The K.D.M.P.M.A.C.U.Ltd., MPF, Nandyal is supported by 1 major dairy at kurnool (and) 2 major chilling centres (Mydukur, Chagalamarri) and 10 Bulk Cooling centres (Dhone, Bhavanasi, Pattikonda, Halaharvi, Atmakur, Kolimigundla, Banaganapalli, Rudravaram, Dornipadu, Sankalapuram). At present Milk procurement is 1,00,000 Liters per day. The PRABHATHINSTITUTE OF COMPUTER SCIENCE Page 29 of Rs. 10

A STUDY ON CUSTOMER SATISFACTION IN VIJAYA DAIRY dairy has a manpower of 312. The Organisation is procuring Quality milk and manufacturing quality products.(Everyday 10,000 Liters of mi1k is being sent to Distant places daily because of its quality. The Ghee manufactured is having market in the States of Maharastra, Karnataka, Tamilnadu, Rajasthan and Orissa by its Quality.

MILK AUGMENTING, TECHNICAL INPUTS AND ACTIVITIES IN DETAIL The union provides the veterinary services to the milk producers by the union vety: Surgeons by daily visits to the village milk producers cooperative societies to up keep the health of Milk Animal, so as to augment the milk production. MILK ANIMAL LOANING PROGRAMME Milk animal loaning programme are taken up with various banks to repay for loan with marginal interest (and) easy installments as a continuous programme.

FUNCTIONING

OF

VETERINARY

FIRST

AID

AND

ARTIFICIAL

INSEMINATION (A.I.) CENTERS

The Veterinary First Aid and Artificial Insemination centers of the union integrated as Gopalamitra. Personnel working in these centres are thoroughly trained and well experienced in attending for first aid cases and for conduction vaccination. They are acting as INFORMER from dairy co-operative society to union vety. Doctor. The union is providing vety. Medicines, tinctures and powders. Well-equipped, well-trained personnel are working at those 32 Artificial Insemination Centres functioning at this union. The key for A.I. cases is supply of liquid Nitrogen to the A.I. centres. It is thoroughly planned and liquid Nitrogen was purchased transported and distributed through union vehicles. The total expenditure was born by this union. The A.I. done and after 3 months pregnancy verification and after 10 months Calf births recorded like every follow up work will be looked after by the regular veterinary route Doctors and recommends for incentive to the A.l. Worker who is also a veterinary. worker. PRABHATHINSTITUTE OF COMPUTER SCIENCE Page 30

A STUDY ON CUSTOMER SATISFACTION IN VIJAYA DAIRY FERTILITY CAMPAIGNS The dairy has extended its co-operation with vety. Medicines to each fertility camps conducted at dairy coop. Societies. The dairy administered medication for around 50,000 animals every year through its fertility campaigns. These route doctors are also looking after the fertility cases in diagnosing, treating and follow up measures. VACCINATION PROGRAMME The number of vaccinations improves the life protection and health improvement augmentation of milk. The union is bearing 50% cost of the Vaccine and 50% will be bear by the milk producers. The vaccination is provided - F &M to nearly 35000 animals, H.S to nearly 50000 animals and Anti Rabies to nearly 50 animals. SUPPLY OF DEWORMING DRUG FOR SAVING THE CALVES: These drugs are supplied to societies on free of cost to save the lives of calves. Calf is a future milk animal. 36,000 doses of deworming drugs supplied for the year 2008-09. The drug is useful to kill parasites in the stomach and keep the calf or animal in active condition. The calf will be saved from life threat and that animal yields more milk. FEED: Concentrated feed is given to improve the health condition of milk animals to exert more milk. There is a demand of 40Mts of cattle feed per month in this union. Supplies are brought from feed mixing plant, Nandyal. MARKFED Unit. Feed is supplied about 460 M.T and Mineral Mixture about 50 M.T. UREA TREATMENT OF PADDY STRAW To enrich the nutritive value of the Paddy straw/Jowar straw the process is implemented with the scientific advice from Agricultural University and N.D.D.B. It is proved highly economical in calculating the cost production of milk. It is cheaper as well as nutritive. PRABHATHINSTITUTE OF COMPUTER SCIENCE Page 31

A STUDY ON CUSTOMER SATISFACTION IN VIJAYA DAIRY SUPPLY OF ELECTRONIC MILK TESTERS The farm produce like milk had got a bad attribute that valuation would not be properly done. To eliminate this kind of thinking, sophisticated electronic instruments are distributed among dairy co-operative societies. FILM SHOWS AND PROPAGANDA This is really a hill task to occupy the memories of both producer and consumer. For producer, this union has got one 16mm projector and one TV. with V,C.P. In the villages during evening hours, films pertaining to cattle health, milk production, benefits on Dairy coop. Societies, etc will be exhibited. ADVERTISEMENTS On milk sachets also advertisement was made regarding Dairy products. The other communication media like newspapers, periodical pamphlets, booklets etc, are also. published to enlighten the learned people. And the hoardings also made by the dairy to improve their sales. The expenses of advertisement are purely dairy expenditure.

Distribution Channel: The company appointed sales in-charge for the distribution of the milk and milk products. Sales in-charge will distribute the products to the retail agents.

Commission to Retailers: The company will give Re.l for lLtr. of milk and 5% commission on milk products.


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A STUDY ON CUSTOMER SATISFACTION IN VIJAYA DAIRY General Information about K.D.M.P.M.A.C.U. LTD., NANDYAL No. of MPCs No. of MPAC No. of Procurement Routes No. of Villages covered Milk Producers No. of Chilling Centers No. of Bulk Units District Dairies Powder plants No. of vety. Surgeons 256 463 53 968 36000 2 10 1 1 2

PRODUCT PROFILE OF K.D.M.P.M.A.C.U. Ltd., NANDYAL Milk is the healthy food. It is even prescribed by Doctor. Milk is required by everyone without any age and sex differences. Milk contains Fat, Proteins, Lactose, Minerals, Vitamins and Water. The milk is collected from various villages and payment is made on the basis of Fat contents. Generally the milk is collected from cows and buffaloes. The cow milk is little bit yellowish to buffalo milk is sweet. In buffalo milk, the fat percentage is more than that of cow. The following table reveals the percentage of milk contents.

CONTENT

BUFFALO

COW Page 33


A STUDY ON CUSTOMER SATISFACTION IN VIJAYA DAIRY FAT PROTEINS LACTOSE ASH WATER 6.8 3.9 5.2 0.8 84.0 4.6% 3.4% 4.9% 0.7% 86.6%

Lactose percentage is calculated by using the Lactometer. The Lactometer reading is used to know the specific gravity of milk using the following formula. Lactometer reading + 1 ____________________ 100 TYPES OF MILK AND MIK PRODUCTS As stated earlier, there are 4 different types of liquid milk produced by Nandyal, Dairy and the contents are as follows WHOLE MILK In this milk, the fat content is 6% and SNF (Solid not Fat) is 9%. This milk is produced in Red Label packet. This whole milk is also known as. VIJAYA GOLD TONED MILK In this milk, the Fat content is 3% and SNF is 8.5% it is packed in green labeled ` packet. This milk is also available in 500 ml and 200 ml packets. DOUBLE TONED MILK In this milk, the fat content is 1.5% and SNF is 9% is packed in brown labeled packet. It is available in 500 ml packets. SKIMMED MILK PRABHATHINSTITUTE OF COMPUTER SCIENCE Page 34

A STUDY ON CUSTOMER SATISFACTION IN VIJAYA DAIRY In this milk, the fat content is 0.1% and SNF is 8.7% BY-PRODUCTS OF MILK MILK: Doodhpeda Sterilised Flavoured milk (Bottled drinking milk) Butter milk Ghee Butter Panner

LIQUID MILK VIJAYA GOLD TONED MILK

FAT% 6.0% 3.0%

SNF % 9.0% 8.5% 9.0% 8.7%

Shelf Life One day at 50 C One day at 50 C One day at 50 C One day at 50 C

DOUBLED TONED MILK 1.5% SKIMMED MILK 0.1%


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MILK PRODUCTS: PRODUCTS GHEE BUTTER FAT% 99.9% 84.0% SNF % 2% 9% 85% 4.2% 96% Shelf Life 6 Months 1 Month at 50 C 3 Months 5 Days. 1 Day at 50 C 1 Year

STERILISED FLAVOURED 1.5% MILK (SFM) DOODHPEDA BUTTER MILK 24.0% 1.4%

SKIMMED MILK POWDER 1% (SMP)

ORGANISATION STRUCTURE PRABHATHINSTITUTE OF COMPUTER SCIENCE Page 38


The following is the structure of K.D.M.P.M.A.C.U. ltd., Nandyal. In this, the Chairman is the head, Chairman and Board of Directors are elected by Milk producers.

CHAIRMAN

Managing Director

Deputy Director (Field)

D.G.M. (Production)

D.G.M. (Plant

Q.C. Officer

Marketing Manager

Assistant Director-G1

Manager G1

Asst. Dairy Engg.

Asst. Q.C. Officer

Marketing Superintendent

Assistant Director-G2

Asst. Manager G2

Foreman

Quality Con.Supervisor

Marketing Supervisor

Field Supervisor

Processing Supervisor

P.C.M

Lab Assistant

Asst. Field Supervisor

Weighting Clerks

Plant Mechanic

Plant Operator

TIME SCALE WORKERS


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PROCUREMENT AND SALES Massive Dairy Projects with extensive infrastructure was created for procurement, processing and marketing the extended the economic benefits to dairying to more and more people in nook and corner of the state, Milk is being procured from villages through collection centers/co-operative societies about 1,50,000 liters per day. Milk is collected by various tankers and cans daily the morning and evening. At every stage from collection Center till it is distributed, milk is subjected to various organoleptic tests, acidity, fat, SNF, standard plate count etc. During the entire process of standardization of milk, samples are constantly analyzed to maintain the standards laid down under the P.F.A. Act. It is not milk alone that receives such thorough care and attention, Each item of milk handling equipment is thoroughly cleaned and sterilized. Milk is constantly chilled and kept fresh till it reached the consumer The surplus milk of procurement after sales will be sent to Hyderabad and Vishakapatnam etc other metros.


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A STUDY ON CUSTOMER SATISFACTION IN VIJAYA DAIRY Procurement and Sales of K.D.M.P.M.A.C.U. LTD.. Nandyal Procurement (in Lakhs) 205.64 231.41 249.08 291.95 345.53 298.02 355.53 241.23 Sales (in Lakhs) 76.37 87.88 94.41 117.35 137.93 193.06 212.82 241.96

Year 2002-03 2003-04 2004-05 2005-06 2006-07 2007-08 2008-09 2009-10

Procurement and sales of K.D.M.P.M.A.C.U Ltd.,400 350 300 250 200 150 100 50 0 355.53 298.02 193.06 87.88 94.41 117.35 137.93 212.82 241.23 241.96

345.53 291.95 205.64 231.41 249.08

Proc ure men t and Sale s

76.37

2002-03

2003-04

2004-05

2005-06

2006-07 Years

2007-08

2008-09

2009-10

Series1

Series2

DATA ANALYSIS AND INTERPRITATIONS PRABHATHINSTITUTE OF COMPUTER SCIENCE Page 41


1. Are you satisfied with the quality of Vijaya milk product? No.of respondance 88 2 21 -Percentage 79.27 1.80 18.91 --

Satisfied Dissatisfied Very much satisfied Very much dissatisfied

No.of respondance

90 80 70 60 50 40 30 20 10 0

Satisfied dissatisfied Verymuchsatis fied Verymuch dissatisfied

Interference: 79.27% of the respondents reacted positively towards the quality of vijaya milk products.20.71% of the respondents reacted negtively towards the quality of vijaya milk products. So, it is clearly indicating that organization has taken effective measures to enhance the quality of their quality


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A STUDY ON CUSTOMER SATISFACTION IN VIJAYA DAIRY 2. Yes No Are you customer of Vijaya milk products? No.of despondence 111 -Percentage 100 --

120 100 80 60 40 20 No.of respondance 0 Yes No

Interpretation: 100 % of the respondents, with whom I have interacted responded that they are the customers of vijaya milk products. It is clearly indicating that vijaya milk products has gain sufficient market in the segmented area.


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A STUDY ON CUSTOMER SATISFACTION IN VIJAYA DAIRY 3. How do you think about price? No.of despondence 53 0 51 7 Percentage 47.74 0 45.94 6.34

High Low Moderate Too High

60 50 40 30 20 10 No.of Respondence 0 High Low Moderate Too high

Interpretation: 47.74% of the respondents said that the prices of vijaya milk products are highand 45.94% of the respondents said that the prices are reasonable and some of the members reacted neutrally.


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4.

Are you Aware of these Vijaya milk products? No.of Respondence 85 90 92 68 Percentage 76.57 81.08 82.88 61.26

Ghee Doodhpeda Butter milk Milk powder

100 90 80 70 60 50 40 30 20 10 0

Ghee Doodhpeda butter milk Milk powder

No.of respondence

Interpretation: When I ask this question, then 76.57% of the respondents aware of the Ghee, 61.26% are aware of milk powder, 81.08% of the people aware of doodh peda & 82.88% of the people aware of the butter milk.


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A STUDY ON CUSTOMER SATISFACTION IN VIJAYA DAIRY 5. Opinion Yes No Are you able to get required quantity from your parlour? Response 90% 10%

90 80 70 60 50 40 30 20 10 0 OpinionInterpretation: When I ask this question 90% of the respondents said yes and 10% of the respondents said no when I ask about ammout of the product they are getting from the parlor.

Yes NO


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A STUDY ON CUSTOMER SATISFACTION IN VIJAYA DAIRY 6. Opinion Yes No Are you able to get milk products single parlour ? Response 82% 18%

100 90 80 70 60 50 40 30 20 10 0 response

Yes No

Interpretation: When I ask this question 82% of the respondents said yes and 18% of the respondents said no.it is clearly indicating that majority of the respondents are getting the products from only one parlor


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7.

Why did you prefer Vijaya Milk products? No.of respondence 45 65 00 1 Percentage 40.54 58.55 00 0.09

Brand image Quality Price Others

70 60 50 40 30 20 10 0 Respondence Brand image Quality price Others

Interpretation: 40.54 % of the respondents are said that they are preferring vijaya milk products because of its brand image.58.55 % of the respondents said that they are preffing because of good quality.Here the price is not at all playing a role in deciding the procut.


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A STUDY ON CUSTOMER SATISFACTION IN VIJAYA DAIRY 8. What is your opinion on maintenance of dairy parlour ? Opinion Excellent Verygood Average Bad /poor Response 31% 67% 2% 0%

100 90 80 70 60 50 40 30 20 10 0

Excellent Very good Average Bad /poor

Opinion

Interpretation: 31% of the respondents reported the maintenance of the parlor are the excellent and 67% of the respondents said very good and 2% of the respondents said average and 0%of the respondents said bad /poor.


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A STUDY ON CUSTOMER SATISFACTION IN VIJAYA DAIRY 9. Do you experience an any old stock with respect to any milk products?

Opinion Yes No

Response 15% 85%

90 80 70 60 50 40 30 20 10 0 Opinion Yes No

Interpretation: when I ask about the bad experience with availability of old stock, 15% of the respondents said yes and 85% of the respondents said no. So, it is clearly indicating that they are no such Grievances with organisaition.


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10.

What is your opinion on Vijaya Milk Products?

Opinion Good Bad Very good Very bad

Percentage 57% 1% 42% 00

60 50 40 30 20 10 0 Opinion Good Bad Very Good Very Bad

Interpretation: 42% of the respondents expressed their opinion on Vijaya Milk Products as Very good. 56% of the respondents said Good ,and1% of the respondents said Bad .


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A STUDY ON CUSTOMER SATISFACTION IN VIJAYA DAIRY 11. Do you feel the cost of the Milk and Milk products are reasonable ?

Opinion Yes No

Response 51% 49%

100 90 80 70 60 50 40 30 20 10 0 Opinion Response Yes No

Interpretation: 51% of the respondents said the price is reasonable 49% of the people said price. is not reasonable Again I asked if No. Why? Then the respondents said high price of the milk products.


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A STUDY ON CUSTOMER SATISFACTION IN VIJAYA DAIRY 12. Do you need Home delivery?

Opinion Yes No

Response 51% 49%

100 90 80 70 60 50 40 30 20 10 0 Yes No

Opinion

Interpretation: 51% of the respondents expressed that they need home delivery and 49% of the respondents said No.


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A STUDY ON CUSTOMER SATISFACTION IN VIJAYA DAIRY 13. Who influence you to purchase Vijaya Milk Products?

Friends Relatives Neighbors Others

No response 34 14 52 11

of

Percentage 31% 13% 47% 10%

60 50 40 30 20 10 No.of respondence 0 Friends Relatives Neighbors Others

Interpretation: 31% of the respondents said that they are influenced by the friends.13 respondens influ reacted positively towards the quality of vijaya milk products.20.71% of the respondents reacted negtively towards the quality of vijaya milk products. So, it is clearly indicating that organization has taken effective measures to enhance the quality of their quality


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14.

Rate your satisfaction level.

Excellent Very good Good Bad Cant say

No of Response 13 47 48 1 2

Percentage 12% 42% 43% 1% 2%

50 45 40 35 30 25 20 15 10 5 0 Noof ResponseInterpretation:

Excellent Verygood Good Bad Con't say

When I ask this question, then 12% of respondents said Excellent,42% of the people said Verygood,43% of the people said Good, 1%of people expressed Bad and 2% of the respondents said Cant say.


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A STUDY ON CUSTOMER SATISFACTION IN VIJAYA DAIRY 15. Are you price conscious or Quality conscious ?

Opinion Price Quality Both Availibity

Response 00 63% 35% 2%

70 60 50 40 30 20 10 0 Response Price Quality Both Availability

Interpretation: 63% of the consumers reported they are Quality conscious, 35% of the consumers look for both quality and price and 2% of the consumers look for availability of products .


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A STUDY ON CUSTOMER SATISFACTION IN VIJAYA DAIRY 16. From how many years are you using this products ?

Opinion 1Year 2Years 3Years Above 3Years

Response 5% 6% 17% 72%

80 70 60 50 40 30 20 10 0 ResponseInterpretation: 5% of the people said using 1Year, 6% of the people said using 2Years 17% of the consumers expressed using 3Years and 72% of the consumers expressed their opinion using above 3Years .

1Year 2Years 3Years Above 3 Years


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A STUDY ON CUSTOMER SATISFACTION IN VIJAYA DAIRY 17. Which Income group do you belong?

Opinion High class Middle class Low class

Response 00 90 10

90 80 70 60 50 40 30 20 10 0 Response Interpretation: Among total respondents 90 percentage of the employees are from middle class and 10 percent are from low class. High class Middle class Low class


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FINDINGS

1) There is a significance difference in the age of the customer with respect to the Awareness of the vijaya milk products. 2)The price of the vijaya milk product and regular usage of the vijaya milk products dependent in nature. 3) Most of the customers are purchasing the product for house hold purpose. 4) The customers of age group between30-40 are purchasing more percentage of products. 5) Female customers are more loyal to vijaya milk products. 6) Most of the customers came to know about the product through NEWS PAPER. 7) Customers are satisfied with the AVAILABILITY of the product. 8) Most of the customers are purchasing the product because of good quality of the product. are


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SUGGESTIONSAfter conducting the survey of 111 respondents. The following suggestions & conclusions emerge from the study, 1. The Marketing department should concentrate more on the areas where the sales are low to increase the sales. 2. The Marketing department should be able to get current market trends and demand fluctuations at a particular area so that they can supply the stock to meet the demand. 3. The Marketing department should install more number of dairy parlours where market potential is more and to make convenience to consumers. 4. The milk producers factory should produce and maintain good quality products that the reasonably prices. 5. The marketing Department should introduce the door delivery system to increase or to enhance the maximum sales performance. 6. The Marketing department should introduce an effective advertisement campaign in different types of media i.e., print media. Electronic media etc., which would be the best method or increasing sales. 7. Sign boards, banners are install at public places, for the sake of awareness creating among the people. 8. People are requesting to introduce the 250 ml packets of milk, it will increase the sales of the milk, because low income group consumers also dare to purchase.


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The sales of the Nandi milk was increased compared to last year because of only low price and effective advertisement. Even though we (Vijaya) are not loosing our loyal buyers because -of our quality, but we are not increasing our sales or new buyers up to the mark, though we are maintaining quality and moderate price. Try to attract new consumers. 9. Most of the people are not aware of the Flavoured Milk and less aware of the Milk Powder and butter milk. Try to make them(peopie) aware by utilizing different media effectively. 10. By distributing in cool drink shops certainly we can increase the sales of our flavoured milk sales. Simultaneously promotional activities like advertisement should maintain effectively. 11. Some of the people had opinion that the dairy people diluting the pure & thick milk in processing. Make them aware by media so that they can change their opinion and purchase the Vijaya milk. 12. The Marketing department should sponsor some social - welfare activities. So that the organization fulfilled its social responsibility to society as well as the Vijaya brand get awareness among the people.


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CONCLUSION. The traditional quality assurance systems are becoming absolute and are getting globally replaced by HACCP based system complemented by Good Hygienic Practices, Good Manufacturing Practices etc. in the dairy industry will enquire a strong commitment from the management, the quality mark certification organization and finally the regulatory authorities to make HACCP, including sanitation programs, as part of their regulations Mostly customers are attracted to vijaya Milk because of their Quality.They are trying to increase market share as compared to other companies.


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QUESTIONNAIRE Name: Age: Occupation: 1. Are you satisfied with the quality of Vijaya Milk Products? a) Satisfied [ ] c)Very much satisfied [ ] b)Dissatisfied [ ] d)Very much dissatisfied [ ]

2. Are you customer of Vijaya Milk Products? a)Yes [ ] 3. What do you think about price? a)High [ ] b)low [ ] c)Moderate [ ] d)Too high [ ] b)No [ ] c)Both[ ] d)none [ ]

4. Are you aware of these Vijaya Milk Products? a)Ghee [ ] b)Milk powder [ ] c)Doodhpeda [ ] d)Butter Milk[ ]

5. Are you able to required quantity from your parlor? a)Yes [ ] b)No [ ] c)Both[ ] d)none [ ]

6. Are you able to get all milk products from single parlor? a)Yes [ ] b)No [ ] c)Both[ ] d)none [ ]

7. Why did you prefer Vijaya Milk Products? a)Brand Image [ ] b)Quality [ ] c)Price [ ] d)Others [ ]

8. What is your opinion on maintain ace of Dairy Parlor? a)Excellent [ ] b)Very Good [ ] c)Average [ ] d)Bad/Poor [ ]


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A STUDY ON CUSTOMER SATISFACTION IN VIJAYA DAIRY 9. Do you experience an old stock with respect any milk products? a)Yes [ ] b)No [ ] c)Both[ ] d)none [ ]

10 What is your opinion on Vijaya Milk Products? a)Good[ ] b)Bad[ ] c)Very good[ ] d)Very Bad[ ]

11. Do you feel the cost of the milk &milk products are reasonable? a)Yes [ ] b)No [ ] c)Both[ ] d)none [ ]

12. Do you need home delivery? a)Yes [ ] b)No [ ] c)Both[ ] d)none [ ]

13. Who influence you to purchase Vijaya Milk Products/ a)Friends [ ] b)Relatives [ ] c)Neighbors [ ] d)Others [ ]

14. Rate your satisfaction level? a)Excellent [ ] b)Very good [ ] c)Good [ ] d) Bad [ ]

15Are you price conscious or quality conscious? a)Price [ ] b)Quality [ ] c)Both [ ] d)Availability [ ]

16. From how many years are you using these products? a)1 Year [ ] b)2 Years [ ] c)3 Years [ ] d)Above 3 years [ ]

17. Which income group do you belong? a)LIG [ ] b)MIG [ ] c)HIG [ ] d)Both[ ]


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BIBLIOGRAPHY1.MARKETING MANAGEMENT -PHILIP KOTLER 2.PRODUCT AND BRAND MANAGEMENT -RAMANUJ MAJUMDAR 3.RESEARCH METHODOLOGY -C.K. KOTHARI 4.CONSUMER BEHAVIOUR -SCHIFFMAN 5.DAIRY 2000 INDIA-CURRENT WORLD DAIRY DEVELOPMENT SCENE

WEBSITES:1. www.afdairy.com 2. www.nddb.com MAGAZINES : - THE SURVEY OF INDIA INDUSTRY 2000 INDIA TODAY


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