CUSTOMER SATISFACTION

CUSTOMER:

A customer is the most important person ever in this field. A

customer is not dependent on us…we are dependent on him. A
customer is not an interpretation of our work. He is the purpose of it.
We are not doing a for by serving him…he is doing us a favor by giving
us the opportunity to do so.

A customer is not someone to argue or match with. Nobody

ever won an argument with a customer. A customer is a person who
brings us his wants. It is our job to handle them profitably to him and
to ourselves.

SATISFATION:

Satisfaction is a Person’s feeling of pleasure or disappointment

resulting from comparing a products perceived performance Marketing
is all-important because it is directed towards the satisfaction of
consumer needs and in this; the consumer is the center of attraction
of which marketing is carried out. In dealing with a diverse, complex
personality whose likes and dislikes and style of living are hard to
determine.

1
Consumer satisfaction:

Satisfying customer is the only way to stay competitive in

today’s Market place _ Customers have an expectation of service, and
product performance that must be met. The balancing act between
what customers want and what your company can provide must be
optimized in order to maximize your firm’s long _ term profits.

The performance falls short of expectations, the customer

dissatisfied, if the performance matches the expectations, the
customer is satisfied. If the performance exceeds expectations, the
customer is highly satisfied or delighted.

If the company increases customer satisfaction by lowering its

price or increases its services, the result may be lower profits
exceptional customer service results in grated customer retentions,
This in turn results in higher profitability.

Customer’s Satisfaction can be done by motivation research also

by tracking studies. Motivation research helps in determining and
Weakness of corporate satisfaction and loyalty programs, motivation
research is usually an introductory step in developing an integrated
customer satisfaction and loyalty system. Tracking studies may be
conducted either by Telephone, Mail, Internet, and Interactive Voice
response systems.

Also Employee satisfaction measurement is a crucial first step in

most corporate satisfaction and loyalty programs. Employees are the
contact points between the corporate brand and customers.

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 MEASURING CUSTOMER SATIFACTION

Resent changes to the ISO 9001: 2000 International standards

require the organizational must have an effective method of measuring
customer satisfaction to achieve ISO Certification.

But how can companies actually measure their customer’s levels

of satisfaction in an accurate and reliable way? Unless companies
have the tools of accurately measure customer perceptions, their
improvement programs may be based on data that is speculative,
irrelevant, or down right misleading.

In simple understandable terms measuring customer satisfaction

present detailed information on how to develop questionnaires using
under lying scientific principles. And methods of determining
important service or product characteristics as received by the
customer. Learn how to implement a customer satisfaction
measurement and management program that permeates ever level of
company, for becoming truly customer driven is essential for survival
in the 21st century.

Market research companies making has as customer

satisfaction research is gaining significance, Indian market research
bureau (IMRB), one of the biggest research agencies, as spawned of a
new wing customer satisfaction management.

3
 REVIEW OF LITERATURE

KANO MODEL OF CUSTOMER SATISFACTION:

Dr.Noriaki kano, a professor at science university of Tokyo and an

international consultant and lecturer in quality management,
marketing and statistics proposed a model for customer satisfaction
using attractive salary quality measurements. Kino’s model suggests
that there are three types of attributes.

 Exciting, surpring, attractive performance, which increases

customer satisfaction if completed; No effect if not completed.

 Desired or one – dimensional performance which has no effect

on customer satisfaction; is neither positive nor negative.

 Expected or must be performance, which decrease customer

satisfaction if not completed performed.

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 CUSTOMER NEEDS AND WANTS

Needs are the basic forces that drive customers to take action
and engage in exchanges. An unsatisfied need is a gap between
persons actual and desired on some physical (or) Psychological
dimension. We all have basic physical needs critical to our survival,
such as food, drink, warmth, shelter and sleep. We also have social
and emotional needs critical to our psychological well being such as
security, belonging, love, esteem and self-fulfillment. Those needs that
motivate the consumption behavior of individuals they are few and
basic.

Organization also must satisfy needs to assure their survival and

well-being. Shaped by the organizations strategic objectives, these
needs relate to the resource inputs, capital equipment wants and
services necessary to meet those objectives.

Wants reflect a person’s desires or preferences for specific ways

of satisfying a basic need. Thus a person wants a particular product,
brand or services to satisfy a need. A person is thirsty and wants coke.
A person as tired and wants a vocation in Florida. A different person
them may have very different wants to satisfy the same need. Every
on needs to keep warm on cold winter nights, for instance. But some
people want electric blankets, while others prefer old fashioned down
comforters.

This distinction between needs and wants helps put into

perspective the charge that “Marketers create needs “or that
“Marketers make people want things they don’t need”

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 CUSTOMER VALUE AND SATISFACTION

Peter drucker observed that a company’s first task is “to create

customers face a vast array of product and brand choices, prices and

suppliers. How do they make choices?

We believe that customers estimate which offer will deliver the

most value. Customers are value maximizes with in bound of search

costs and limited knowledge, mobility and income, they form an

expected of value, and act on it. Whether or not the offer lives up to

the value expectations affects both satisfaction and repurchases

probability.

Philip kotler says, “Of the dozens of categories of human action

working, sleeping, walking, eating, breathing buying and so forth the

one of the primary interest to the marketer is buying. The buyers

decision making process can be very simple or very elaborate.

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 OBJECTIVES OF THE STUDY

PRIMARY OBJECTIVES:

* The objective of the study is to find out the consumer

satisfaction of the competitive Milk brands .

* To measure the degree of awareness & Satisfaction level of

Consumers with respect to “HERITAGE MILK & MILK
PRODUCTS” .

SECONDARY OBJECTIVES:

* To find out the market position of HERITAGE MILK & MILK

PRODUCTS with various other brands.

* To study the degree of effectiveness of advertisements &

promotional benefits on consumers.

* To know customers opinion on quality, price, packing of

HERITAGE MILK & MILK PRODUCTS.

* To find out the reasons for not purchasing HERITAGE MILK

& MILK PRODUCTS By the Consumers.

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 SCOPE OF THE STUDY

The study can help the company to study the following:

* This study gives information about consumer preferences on

different brands of dairy milk.

* This study gives information about consumer awareness on

PRIYA Milk & Milk Products.

* This study gives information about to determine the brand

leaders .

* The study is useful to know the consumer preference and their

reasons to prefer and not to prefer HERITAGE MILK & MILK

PRODUCTS.

* This study is useful to analyses the price position of their

choice.

* This study is useful to know the impact of brand advertisement

* This study is useful to know the satisfaction level with different

attributes of HERITAGE MILK & MILK PRODUCTS.

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 NEED & IMPORTANCE OF THE STUDY

Such Studies dealing with preferences of customers

towards a particular brand of a superior quality goods will be immerse use to

the industry as a whole. The Arrival of overall customer’s preferences as

well as the changes taking place in the customer preferences such a

knowledge will help the organizations in determine their product one as well

as promotional program. The data as collected from consumers survey to

know the following-

 To find out the consumer brand preferences.

 To find out the consumer awareness impact of advertisement and

consumer satisfaction level with respective of HERITAGE MILK &

MILK PRODUCTS.

 To analyze pricing of HERITAGE MILK & MILK PRODUCTS.

The above stated reason has lead to conduct the survey

about “A study on consumer satisfaction of Heritage Milk & Milk

Products ”.

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 RESEARCH METHODOLOGY

The theme of the Project work is to analyze the consumer

satisfaction of varies competitive Milk dairy brands . The method
adopted for the study is collecting data. The data there are two ways.

1. Primary data
2. Secondary data

PRIMARY DATA:

Primary data is the data collected by the researcher of the

specific study. The study entitled “Consumer Satisfaction” with
special reference to HERITAGE MILK & MILK PRODUCTS was carried .
To get an accurate detail separate structured Questionnaires were
designed for customers. Discussions were held with customers. The
study is of 300 customers at different areas .

SECONDARY DATA:

Secondary data can be defined on the data collected by some

one else for the purpose of study. It is based on second hand
information. The data collected with companies past record, Journals,
Broachers and from the library.

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SAMPLE SIZE:

For the need of the study the customer survey was conducted.
The sample size for the customers was 300 at different areas .

FIELD WORK:

The study was conducted . Consumers were contacted in person

and data was collected with the help of the Questionnaire.

ABOUT THE QUESTIONNAIRE:

The Questionnaire is the most common instrument used in

collecting primary data for the study conducted. Questionnaires are
one for the consumers were used. The following types of questions
included in the Questionnaire are:

1. Multiple Choice Questions

2. Rating Questions
3. Ranking Questions and
4. Open-end Questions.

LIMITATIONS OF THE STUDY

11
 The project work was subjected to certain constraints, which
have their effect on the 100% validity of the results.

The limitations are as follows:-

 The Study was restricted to Part of Hyderabad only.

 The Study was restricted to household Customers only.

 Non-availability of the customers at home and the time when the

survey was conducted.

 The Sample Size was restricted to 300 Customers.

 The Period was restricted to four months.

 The information gathered from the secondary sources of data may

not reflect the actual as on data market position as it may not be

updated.

INDUSTRY PROFILE

12
 Co-operative dairying in India is over 45 years old of the
total milk. Produced in India, about two –thirds is buffalo milk land still
larger proportion of buffalo milk is in the processed stage .The milk
processing industry gained momentum and repeatability in the then
Prime Minister of India, the Late Lal Bahadur Shastri, is over two and a
half decades old. The operation flood programmed is 22 years old, and
has entered phase 3.The milk sector is the second largest contributor
to the agricultural economy in terms of produce. In 1990-91, the co-
operative collected nearly 10 million and marketed 8 million liters of
liquid milk per day.

The annual milk production of India is expected to increase

from 5.37 crore tons in 1991 to 5.64 crore tons (anticipated) in 1991-
92. Of this production about 45% used for fluid consumption, the rest
is converted into products such as ghee 33%, dali 8%, butter 6%,
kova 5% and cheese, ice-cream and milk powder 3% .It should be
pointed out that most of the milk is channeled through the local
vendors or consumed directly, the processing of milk increased from
22, 000 tons (1970) to, 1,65,000 tone (1992).

DAIRY DEVELOPMENT IN INDIA = (1950 –1970)

(Piecemeal, fragmented and stagnant)

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 This must be viewed in contrast to what was happening,
else where in India, during the same period, in the sphere of dairy
development. In the first four five year plans (ending 1973 –74) over
Rs. 5000 million had been spent on these activities .Yet, in this period
milk production stagnated and the per capital availability of milk
declined from about 132 gms / day in 1951 to 107gms in 1970 .The
urban milk trade was largely in the hands of private traders, who
together with middlemen, exploited both the producer and the
consumer. Such a structure acted as a setback to the development of
rural population engaged in dairy farming.

A piecemeal approach to rural dairy development did title to

improve this position. Animal husbandry was considered an activity for
the rural areas, whereas dairy development was only on the cities .For
the farmer projects such as the key village scheme and the intensive
cattle development program were taken up These were aimed at
improving milk yields through better management of cattle and
eventual up gradation of breeds. These projects the themselves never
paid much attention either to the marketing of the additional milk that
was supposed to produce, or to its processing.

Indian dairying is marked by high seasonal fluctuations of milk

production. This is caused by the breeding cycle, as well as feeding
practices. Mostly, crop residue is fed to animals; the availability varies
from season to season. There is therefore a flush season, when milk
animal produce nearly doubles the quantity of milk they do in the lean
season .At that time results in animal gluts.

COMPANY PROFILE

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 HERITAGE MILK & MILK PRODUCTS a Naturally Nutritive,
rich, fresh, whole some food par excellence with self contained
protective food characteristic Hygienically procured pasteurized and
poly packed under PFA standards, HERITAGE MILK & MILK PRODUCTS
is a complete food for any age, be it children, teenagers, adults,
expecting mothers as older citizens. Rich with just about all-essential
nutrients.

HERITAGE MILK & MILK PRODUCTS is full of strength

building proteins, energy giving carbohydrates and fats, bone and
teeth building calcium, phosphorous and the essential life giving
vitamins.

1992 PRIYA Foods (India) Limited was incorporated as a

public limited company under the Companies Act, 1956 with its
Registered and Corporate office at Hyderabad, Andhra Pradesh in
South India with the primary object of manufacturing and supplying
quality Milk and Milk Products to the diverse populace. Taking off with
its flagship processing plant at Chittoor, Andhra Pradesh in April 1993,
PRIYA spread its wings during the years hence. To raise resources,
PRIYA went public in November 1994. This Public issue was
oversubscribed 54 times – a moving .Testimony to the level of
confidence the investing public reposed in the promoters and in the
management of the entire. Currently PRIYA services around 14500
resident and non-resident shareholders.

15
 1995 Under the able guidance of eminent people like Sri D
Seetharamiah, Dr R Nagarcenkar, Sri S N Daga, Sri N P Ramakrishna,
Smt N Bhuvaneswari and Dr V Nagaraja Naidu, the then Directors,
PRIYA continued to embark on its ambitious has of expansion. The
Directors with their varied & extensive expertise and experience in the
fields of Agriculture,

Industry and finance and their intimate understanding of the rural

socio economic scenario have been able to strengthen the systems and
strategies of PRIYA, which contributed to the current status of PRIYA
as a leading player in South India. PRIYA set up with a primary
objective of bringing prosperity through co-operative efforts to rural
families of Andhra Pradesh has more than succeeded in its endeavor.
It has grown leaps and bounds in the process. By choosing Chittoor
district of Andhra Pradesh as its primary procurement base of milk,
PRIYA had taken full advantage of the large, high yielding and
crossbred cow population found in the area, which has become the
secret of the success story of PRIYA. Designing and relentlessly
implementing carefully chalk it out milk production and development
plan; PRIYA has penetrated deep into rural areas. It has succeeded in
convincing people even in tiny hamlets to take to dairy farming as a
way of supplementing their daily income.

Today there is a network of above 140 milk collection routes,

above 3000 milk collection agents and 1,40,000 dairy farmers who
supply approximately 3,75,000 liters of milk every day. And an
established distribution network with 1200 milk agents for distribution
of sachet milk and 300 distributors to handle HERITAGE MILK & MILK
PRODUCTS products. Today, PRIYA is the largest milk and milk
products producing private sector enterprise in South India.

16
 For a Dairy Company in India, distribution is an invaluable asset,
which when managed well becomes a key competitive strength. The
scattered nature of India’s population, though connected by motorable
roads, implies a high cost of penetration, considerable complexity of
logistics and challenges of

Customization to consumer needs. In a short time, spanning just five

years, PRIYA has been able to establish a strong brand equity that
commands loyalty not only among the consumers but also with the
trade. Responding to the changing needs of customers, PRIYA forged
ahead translating their desires into marketable products with an ever-
expanding base of loyal Consumers. Today, a whole rang of dairy
products are marketed under the brand “PRIYA” and are extensively
distributed in states of Andhra Pradesh, Karnataka, Kerala, Madhya
Pradesh, Maharashtra, Orissa, Tamil Nadu, and West Bengal and in the
Union territory of Pondicherry.

“First dairy in Southern India to be accredited with ISO 9002: 1994

certifications”.
PRIYA’s soul has always been imbibed with an unwritten
perpetual commitment to itself, to always produce and provide quality
products with continuous efforts to improve the process and
environment. Adhering to its moral commitment and its continuous
drive to achieve excellence in quality of Milk, Milk products & Systems,
PRIYA has always been laying emphasis on not only reviewing & re-
defining quality standards, but also in implementing them successfully.
All activities of Processing, documented with detailed quality plans in
each of the departments.

17
 PRIYA is the first dairy Company in Southern India to have been
awarded the ISO 9002: 1994 certification for implementing quality
systems in processing, packing & selling of Liquid Milk at its plant at
Narketpalle,
Sales office & registered office at Hyderabad. Today PRIYA feels
that the ISO certificate is not only an epitome of achieved targets, but
also a scale to identify & reckon, what is yet to be achieved on a
continuous basis. Though, it is a beginning, PRIYA has initiated the
process of standardizing and adopting similar quality systems at most
of its other plants.
“Give Yourself & Your family the best quality Products – The Hygienic
way”
Centering its processes on manufacturing safe, healthy,
functional wholesome food products, PRIYA evolves everyday to
understand and make true the concerns of the consumers in relation
to freshness, taste & texture and vitally hygiene. At PRIYA quality of
the Milk and Milk Products equates to survival and growth of the
business. Factors such as plant conditions, manufacturing practices,
housekeeping, sanitary standards, personal hygiene and work habits of
employees and visitors, assume critical importance in control of
quality, product safety, personal safety and financial integrity. And the
origin, i.e., the dairy animal, assumes much higher predominance
since; its health, its safety, its hygiene and its productivity are the
business enablers for an y Company in the Dairy sector. Focusing on
all aspects of quality right at procurement (from farmer), chilling and
transportation of Milk to the processing plant and finally through the
pasteurization, homogenization, packing and delivery to your door
step, PRIYA strictly adheres to ISO – self-developed standards,

18
Heritage believes that Governance is:

 An ability to operate in a self-drive, self- regulated, self-

disciplined
And self-assessing mechanism with a social conscience.

 A voluntary mechanism - in which there is free, independent and

Unbiased monitoring.

 Operating in a congenial work environment where the

communication is effective.

 With a higher degree of transparency in management of affairs

and in financial and non-financial corporate disclosures.

 Which realizes the Company’s accountability to all stakeholders,

especially to minority shareholders and ensures fairness in
dealings with them.

PRIYA feels the need for Corporate Governance not because it is

mandatory, such Governance is in the interests of the Company, as it
would not only increase and improve the rapport between Board,
Management, Employees, Customer, Shareholders and other
Stakeholders, but also it will enhance mutual confidence and trust
among them. The structure, processes and practice of governance
enable focus on the good corporate culture while simultaneously
facilitating effective management of the business.

19
 COMPOSITION
Variety ( % ) Fat (%)
Whole Milk 6
Homogenized Toned Milk 3
Standard Milk 4.5
Double Toned Milk 1.5
Golden Cow Milk 3.5
Food Energy Milk ( W:30g) 105K Cal
Protein 6g
Fat 9g
Calcium 165mg
Iron 0.2 mg
Carbohydrate 1g

MAIN DAIRY PLANT:

Today there is a network of above 140 milk collection routes,

above 3000 milk collection agents and 1,40,000 dairy farmers who
supply approximately 3,75,000 liters of milk every day. And an
established distribution network with 1200 milk agents for distribution
of sachet milk. And 200 distributors to handle HERITAGE MILK & MILK
PRODUCTS products. Main Dairy Plant “Gokul” at Kasipentla Installed
Capacity: 1,00,000 liters per day.Nestling amongst lush green trees on
the footsteps of Tirumala, the abode of Lord Venkateswars, “Gokul” is
a sprawling 22 acres, state – of- the art milk processing plant, in
environs, which reverberate quality and hygiene. “Gokul” is a
combination of tradition and a futuristic invigorating environment that
caters to the cutting edge demand for HERITAGE MILK & MILK
PRODUCTS and Milk products.

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PROCESSING AND PACKING PLANTS:

CHITTOOR: This plant is started on April 1993; this plant capacity is

50,000 Liters per day.

SHANTHIPURAM: This plant is started on February 1995, and this plant

capacity is 50,000 Liters per day.

NARKETPALLI: This plant is started on June 1995, and this plant

capacity is 75,000 Liters per day.

BAYYAVARAM: This plant is started on November 1995, and this plant

capacity is 25,000 Liters per day, the bayyavaram Plant is processing
and Packing plant.

YADAVANAHALLI: (. South ) This plant is started on March 2000,and

this plant capacity 1,00,000 Liters per day, this plant so near to the .
market so sales also at . city only.

PROCUREMENT AND PROCESSING PLANTS

PILER: Installed Capacity: 40,000 Liters per day Commissioning:

November 93.The plant Procures and processes fresh milk every day
and puts the milk on an onward journey to the main dairy plant “
Gokul” Yerraguntla Village, Piler – tirupathi Rd, Piler Mandal, Chittoor
Dist.

21
MADANAPALLI: Installed Capacity: 40,000 Liters per day
Commissioning: August 94.Madanapalli procurement and processing
plant is the immaculately manicured, spacious work plant located in a
rich cow belt area catering the milk requirement of the . packing
station. Basinikonda Village.

And also Heritage Dairy Plants having the following areas:

1.Thiruvannamalai
2.Mappavaram
3. Uthangarai
4.Darsi
5.Atmakur
6.Santhamangaluru
7.Madhira
8. Kandukur

Heritage Slogan
When you are healthy, we are healthy
When you are happy, we are happy

We live for your “HEALTH & HAPPINESS”

22
 ORGANISATION STRUCTURE

Brand
Incharg
e

Executive
s

Sales
Represent
atives

23
 Share Holders

Board of Directors

President

Vice President

Deputy Deput Deput Person Purch Qualit

G.M y y al asing y
Market G.M G.M Manag Manag Manag
ing Tech Proces er er er
sment

Supervi Supervi Asst. Executive

sor sor Persona s
l
Manage
r

Executive
s

THE MILK PRODUCTS OF HERITAGE DAIRY

24
 HERITAGE MILK & MILK PRODUCTS a naturally nutritive, Rich,
fresh, wholesome food par excellence with self-contained protective
characteristics. Hygienically Procured, pasteurized and poly packed
under PFA standards, HERITAGE MILK & MILK PRODUCTS is complete
food for any age, be it children, teenagers, adults, expecting mothers
or older citizens. Rich with just about all – essential nutrients…..
HERITAGE MILK & MILK PRODUCTS is full with strength building
proteins, energy giving carbohydrates & fats, bone & teeth building
calcium & phosphorus and the essential life giving vitamins.

The Milk Products of dairy are as follows.

1. Ghee

2. Skimmed milk power

3. Butter milk

4. Curd

5. Toned milk

6. Double Toned milk

7. Real fresh

8. Whole milk.

TABLE. 1

25
Table Showing the Family size of the respondents:

Size of the family No. of respondents Percentage

2 persons 3 1%
3 persons 45 15 %
4 persons 150 50 %
Above 4 persons 102 34 %
Total 300 100 %

Interpretation:

The above table indicates that a majority of 50% of the

respondent’s family size is 4 persons, 34% of the respondent’s family

size is above 4 persons, 15% of the family size is 3 persons and

remaining 1% of the respondent’s family size was 2 persons.

Inference:

Majority of 50% Respondents belongs to 4 persons size, so the

the above tables tells about the 4 persons family is goes to first place

CHART. 1

26
27
 TABLE. 2

Table Showing the Respondents preferred or using milk:

Type of milk No. of respondents Percentage

Cow’s milk 32 11 %
Buffalo’s milk 47 16 %
Packed milk 221 73 %
Total 300 100 %

Interpretation:

The above table indicates that a majority of 73% the

respondents prefer packed milk, 16% of them prefer buffalos milk and

remaining 11% of the respondents prefer cow’s milk.

Inference:

Majority of 73 % Respondents Using the packed Milk, so the the

above tables tells about the customers give most preference in packed

milk only.

28
CHART. 2

29
 TABLE. 3

Table Showing the Pack size preferred by the respondents:

Pack size No. of respondents Percentage

200ml 75 25 %
500ml 185 61 %
1 liter 40 14 %
Total 300 100 %

Interpretation:

The above tabulation indicates that majority of 61 % of the

respondents prefer 500ml packets, 14% of them prefer 1-liter packets

and remaining 25 % of the respondents prefer 200ml pack size.

Inference:

Majority of 61 % Respondents Prefer for the 500 ml packed Milk,

so the above tables tells about the customers give most preference in

500 ml packed milk, because most of the families having 4 persons so

they will purchased 500 ml packets.

30
CHART. 3

31
 TABLE. 4

Table Showing the Dairy consumption of the milk by the

respondents:

Quantity of milk No. of respondents Percentage

500ml 35 12 %
1 Liter 160 53 %
2 Liters 85 28 %
Above 2 liters 20 7%
Total 300 100 %

Interpretation:

The above tabulation indicates that majority of 53 % of the

respondents prefer 1 liter packets, Next 28% respondents using 2

liters, after that 12 % respondents using 500 ml and 7 % respondents

prefer 2 liters and above.

Inference:

The above table tells about the responds first prefer in 1 liter

packets in 53 % of respondents.

32
CHART. 4

33
 TABLE. 5

Table Showing the Respondents preferred brand of packed milk

Brand No. of respondents Percentage

PRIYA 121 40 %

Nandini 61 20 %

Tirumala 35 12 %

Dodla 32 11 %

Shruthi & Others 51 17 %

Total 300 100

Interpretation:

The above tabulation indicates that majority 40 % of the

respondents prefer HERITAGE MILK & MILK PRODUCTS, Next 20 %

respondents using Nandini Milk, after that 17 % respondents using

Shruthi & Other Brands,rest of the respondents using Tirumala and

Dodla brands.

Inference:

The above table tells about the responds most of the peoples

using HERITAGE MILK & MILK PRODUCTS at 40 %.

34
CHART. 5

35
 TABLE. 6

Table Showing the Experience of the respondents

Year of experience No. of respondents Percentage

Below 6 months 64 21 %
6 months to 1 years 141 47 %
1-2 years 45 15 %
More than 2 years 50 17 %
Total 300 100 %

Interpretation:

The above tabulation indicates that respondents experience at

using the HERITAGE MILK & MILK PRODUCTS here 47 % respondents

6 Months to 1 Year they were using, Here one more thing HERITAGE

MILK & MILK PRODUCTS using customers more than 2 years only 17

% respondents using.

Inference:

The above table tells about the responds most of the peoples

using HERITAGE MILK & MILK PRODUCTS 6 moths to 1 year.

CHART. 6

36
TABLE. 7

37
Table Showing the Influencing factors to purchase current
brand

Influencing factors No. of respondents Percentage

Freshness (quality) 161 54 %
Packing 52 17 %
Price 35 12 %
Advertisement 52 17 %
Total 300 100 %

Interpretation:

The above tabulation indicates that respondents willing to

purchase in PRIYA Brand Milk, this is the reasons in freshness and

good packing and price, Respondents give response in 54 % people in

freshness we are prefer in HERITAGE MILK & MILK PRODUCTS.

Inference:

The majority of 54 % respondents using the HERITAGE MILK &

MILK PRODUCTS on freshness is one good reason they are believe the

freshness of the Milk.

CHART. 7

38
 TABLE. 8

Table Showing the Respondents Brand awareness of Heritage

Milk

39
 Awareness No. of respondents Percentage
Aware 211 70 %
Unaware 89 30 %
Total 300 100 %

Interpretation:

The above tabulation indicates that HERITAGE MILK & MILK

PRODUCTS using customers given aware in HERITAGE MILK & MILK

PRODUCTS 70 % respondents and unaware in 30 % respondents.

Inference:

The above table indicates that 70% of the respondents are

aware 30% are unaware of HERITAGE MILK & MILK PRODUCTS.

40
CHART. 8

41
42
TABLE. 9

43
Table Showing the Respondents come to know of Heritage
Brand

Media No. of Respondents Percentage

Hoardings 65 22 %
Wall posters 79 26 %
Friends and relatives 156 52 %
Total 300 100 %

Interpretation:

The above tabulation indicates that respondents know about the

HERITAGE MILK & MILK PRODUCTS through in Hoardings 22 % and

wall posters 26 % and most of the respondents know the HERITAGE

MILK & MILK PRODUCTS through Friends and relatives in 52 %.

Inference:

The majority of Respondents knowing the HERITAGE MILK &

MILK PRODUCTS through Friends and relatives in 52 %.

CHART. 9

44
TABLE. 10

45
Table Showing the Respondents trained of Heritage Brand

Trained No. of respondents Percentage

Yes 160 53 %
No 140 47 %
Total 300 100 %

Interpretation:

The above tabulation indicates that respondents trained by

HERITAGE MILK & MILK PRODUCTS Company that trained customers

in 53 % and they don’t know about the training peoples in 47 %

Inference:

The Majority of 53 % respondents trained by the HERITAGE

MILK & MILK PRODUCTS company so majority at customers in PRIYA

Side only.

CHART. 10

46
47
RESPONDENTS TRY TO USED
HERITAGE MILK

No
47%

Yes
53%

TABLE. 11

48
Table Showing the Reasons for Respondents prefer heritage
milk

Influencing factors No. of respondents Percentage

Quality 159 53 %
Price 61 20 %
Availability 80 26 %
Total 300 100 %

Interpretation:

The above tabulation indicates that majority of 53 % of the

respondents prefer Quality they were purchasing HERITAGE MILK &

MILK PRODUCTS first reason is Good Quality Milk in HERITAGE MILK &

MILK PRODUCTS. Next is availability in all the areas so this is also one

reason respondents 26 % and last is Pricing is reasonable pricing that

is 20 % respondents.

Inference:

The above table indicates that a majority of respondents prefer in

Quality of HERITAGE MILK & MILK PRODUCTS.

49
CHART. 11

50
 TABLE. 12

Table Showing the Opinion on the price of Heritage milk

compares to other Brands of milk

Opinion of price No. of respondents Percentage

High 70 23 %
Very high 45 15 %
Moderate 185 62 %
Low - -
Total 300 100 %

Interpretation:

The above tabulation indicates about the opinion of HERITAGE

MILK & MILK PRODUCTS in pricing structure 62 % of the respondents

given opinion of HERITAGE MILK & MILK PRODUCTS pricing is

Moderate and 23 % High and some respondents 15 % of them said

that very High but no body did not say its low price.

Inference:

The above table indicates about the pricing structure Majority

respondents 62 % of said pricing of HERITAGE MILK & MILK

PRODUCTS is Moderate.

CHART. 12

51
52
 TABLE. 13

Table Showing the Consumers perception on packing of

Heritage milk

Packing of Heritage No. of respondents Percentage

milk
Good 150 50 %
Average 100 33 %
Bad 50 17 %
Total 300 100 %

Interpretation:

The above tabulation indicates about the packing of HERITAGE

MILK & MILK PRODUCTS so the respondents given opinion on packing

majority of good that is

50 % and average is 33 % last one is bad packing 17 % respondents

said that it not good.

Inference:

The above table indicates about the packing on HERITAGE MILK

& MILK PRODUCTS so most or the respondents said that this packing

is good 50 % of the peoples given there opinion about the packing.

53
CAHRT. 13

54
 TABLE. 14

Table Showing the Respondents satisfaction with

Heritage milk

Satisfaction No. of respondents Percentage

Highly satisfied 105 35 %

Satisfied 135 45 %
Highly dissatisfied 15 5%
Dissatisfied 45 15 %
Total 300 100 %

Interpretation:

The above tabulation indicates about the respondents

satisfaction with HERITAGE MILK & MILK PRODUCTS here respondents

satisfied 45 % of the respondents Highly satisfied respondents of 35 %

and Dissatisfied of respondents 15 % peoples lastly Highly Dissatisfied

customers percentage is 5 %.

Inference:

The above table indicates about the respondents satisfaction

with HERITAGE MILK & MILK PRODUCTS satisfied customers

percentage 45 %.

55
CHART. 14

56
 TABLE. 15

Table Showing the Respondents rank on the quality of heritage

milk:

Rank of quality No. of respondents Percentage

Excellent 35 11 %
Very good 42 14 %
Good 85 29 %
Average 110 37 %
Poor 28 9%
Total 300 100 %

Interpretation:

The above tabulation indicates about the quality of HERITAGE

MILK & MILK PRODUCTS most of the respondents said that average

its 37 % next one good its 29 % respondents, but 9 % of respondents

said that its poor quality of milk any how its very low percentage of 9

%.

Inference:

The above table tells about the respondents majority is average

milk quality majority of respondents said that its good quality 50 %.

CHART. 15

57
TABLE. 16

58
Table Showing the Respondents opinion on Media for sales
promotion:

Media No. of respondents Percentage

Television 55 18 %

Radio jingles 86 29 %

Newspapers 50 17 %

Hoardings 67 22 %

Wall posters 42 14 %

Total 300 100 %

Interpretation:

The above tabulation indicates about the Media most of

respondents given their opinion Radio jingles at 29 % next Hoardings

at 22 % last preference in Wall posters at 14 % of respondents said

that opinion about the varies media’s.

Inference:

The Majority of respondents knowing the HERITAGE MILK & MILK

PRODUCTS with respect or radio jingle at 29 %.

59
CHART. 16

60
61
TABLE. 17

62
Table Showing the Respondents expecting sales promotion
activities from manufacturer:

Sales promotion No. Of respondents Percentage

activities
Gifts 150 50 %
Discounts 51 17 %
Lucky draws 56 19 %
Offers 43 14 %
Total 300 100 %

Interpretation:

The above tabulation indicates about Respondents expecting

sales promotion activities from manufacturer most of them expect in

Gifts its 50 % peoples asked this type of offer. Next Lucky draws its 19

% respondents, Discounts its 17 %. Last one offers this one asked 14

% respondents.

Inference:

The Majority of respondents expecting Gifts its 50 %

respondents most like this type of offers.

63
CHART. 17

64
65
 TABLE. 18

Table Showing the Factors influenced reasons for not buying

Heritage milk:

Factors influenced No. of respondents Percentage

Non availability 46 29 %
Unawareness 89 56 %
Poor quality 10 6%

66
 High Price 15 9%
Total 160 100 %

Interpretation:

The above tabulation indicates about Reasons for respondents

why they were not buying HERITAGE MILK & MILK PRODUCTS, The

main reason is unawareness of the of HERITAGE MILK & MILK

PRODUCTS its 56 % of respondents said this reason. Next one is non

availability of this HERITAGE MILK & MILK PRODUCTS their areas it’s

a one reason they were not buying the HERITAGE MILK & MILK

PRODUCTS.

Inference:

The Majority of respondents why they were not buying

HERITAGE MILK & MILK PRODUCTS means some of respondents were

unaware of the this brand its 56 % of the respondents. Next one is

non available of HERITAGE MILK & MILK PRODUCTS their areas.

CHART. 18

67
STATISTICAL ANALYSIS

68
  PERCENTAGE

 WIGHTED AVERAGE

 CHI-SQUARE TEST

STATISTICAL ANALYSIS

To fulfill the objectives of the study both conventional and

Non_Conventional statistical techniques were used. The

conventional statistical techniques adopted in the present study are

percentage analysis and graphical representations.

WIGHTED AVERAGE

Where the relative importance is the different items is not the

same. Weighted arithmetic mean is computed. The term weight stands

69
for the the relative importance of the different items. The formula for

calculation is

Xw = ∑W / ∑ W where

Xw = represents the weighted arithmetic mean

X = represents the weighted variable value

Wx = represents the weighted the weights

PRECENTAGE:

Percentage is a special kind of ration, which is used in marketing

comparison between two or more series of data.

Percentage can also be used to compare the relative

items,relationships, and the distribution of two or more series of data

CHI-SQUARE TEST

The chi-square test is an important among the several tests

of significance developed by statistics. Chi-square symbolically written by

70
c2 , is a statistical measure used in the context of sampling analysis for

comparing a variance to a theoretical variance. It is a non-parametric

test, it can be used to determine if categorical data shows dependency or

two classifications are independent. It can also be used to make

comparison between theoretical population and actual data when

categories are used. thus the chi-square is applicable in the large number

of problems

STEPS INVOLUED IN CHI-SQUARE TEST

1.First of all calculate the expected frequency on the basis of given

hypothesis or on the basis of null hypothesis.

Expected frequency = [(Row total) x (column total)

/grand Total]

71
2. Obtain the difference between the observed and expected

frequencies and find out the square of such differences i.e., calculate

(Oij – Eij )

3. After that calculate the corresponding expected frequency to get (O ij

– Eij )2 / Eij.

4.Find the summation of (Oij – Eij )2 / Eij. Values or what the cell S (Oij

– Eij )2 / Eij. This is c2 value.

The c2 value obtained as such should compared with relevant

table value of c2 and then inference be draw as stated below.

WEIGHTED AVERAGE

72
TEST NO. 1

Table showing the rank of various brands based on the preference of retailers

Brands/Ranks 1 2 3 4 6 Total
PRIYA 121 70 32 27 50 300
Nandini 61 85 68 44 42 300
Tirumala 35 55 50 92 68 300
Dodla 32 47 65 56 100 300
Shruthi 51 43 85 81 40 300

& Others
Total 300 300 300 300 300

Heritage = 121x5+70x4+32x3+27x2+50
5+4+3+2+1

1085/15 = 72.33 ( 1st Rank )

Nandini = 61x5+85x4+68x3+44x2+42
5+4+3+2+1

979/15 = 65.03 ( 2nd Rank )

Tirumala = 35x5+55x4+50x3+92x2+68
5+4+3+2+1

73
 797/15 = 54.08 ( 4th Rank )

Dodla = 32x5+47x4+65x3+56x2+100
5+4+3+2+1

765/15 = 51.46 ( 5th Rank )

Shruthi & = 121x5+70x4+32x3+27x2+50

Others 5+4+3+2+1

884/15 = 58.08 ( 3rd Rank )

From the weighted average method we come to know that the

first rand goes to PRIYA, second rank goes to Nandini,Third rank goes

to Shruthi & Others, Fourth rank goes to Tirumala and Fifth rank goes

to Dodla.

CHI-SQUARE TEST

TEST NO.2

Ho : There is no significant different between the consumer

satisfaction

And family size of consumers.

74
Ho : There is significant different between the consumer satisfaction
and

Family size of consumers

Oi Ei ( Oi – Ei )² (Oi – Ei )²
/Ei
3 75 5184 69.12
45 75 900 12.00
150 75 5625 75.00
102 75 729 9.72
Total 165.84
χ2 = ( Oi – Ei )² / Ei ~ χ2 n-1

= 165.84 ~ χ2 4-1

= 165.84 ~ χ2 3

Degree of freedom = ( n-1) = 4-1 = 3

χ2 table value of 5% level of significance at 3 d .f is 7.82

H0: reject

Conclusion: since calculated value > table value.

FINDINGS

 Majority of the respondents 50 % are having 4 persons in a

family And 34 % respondents having above 4 persons in a
family.
 Majority of the respondents 73 % consuming packed milk.
 61 % of the consumers preferred to have 500 ml packed milk.
 Majority of the respondents 40 % consuming HERITAGE MILK &
MILK PRODUCTS, it’s a first Place in the Milk supply .

75
  Majority of respondents 47 % consuming HERITAGE MILK &
MILK PRODUCTS theywere Using more than 6 months to 1 year.
 62 % of the respondents are giving preference to the quality.
 70 % of the respondents giving preference to the awareness of
HERITAGE MILK & MILK PRODUCTS Brands.
 50 % of the respondents are perception of the packing they were
Giving its good, 33 % of the respondents are said that average.
 45 % of the respondents were satisfied for the HERITAGE MILK
& MILK PRODUCTS,
35 % of Respondents were highly satisfied for the HERITAGE
MILK & MILK PRODUCTS.
 50 % of the respondents expecting Gifts for the sales promotion
Activates from the manufactures.
 29% of the respondents are known to the about the HERITAGE
MILK & MILK PRODUCTS Advertisements in Radio jingles.

SUGGESTIONS

 HERITAGE MILK & MILK PRODUCTS has got high awareness

and preference. But still brand like Nandini are poling on top
of the mind. The company should try to position them self as a

76
 commercial brand with quality and increasing shoppers in
uncovered areas.

 The company should use print media and hoarding effectively

for advertising HERITAGE MILK & MILK PRODUCTS.

 Efforts should be made to improve communication between

dairy authorities and end users through regular interaction.

 Information regarding the manufacturing facilities and the

hygienic conditions maintained by PRIYA dairy should be
provided to the consumers in the form of attractive pamphlets.

 Slides and documentary files to be shown in cinema halls

before news bulletin or intermission time.

 Promote and sponsor athletics and sports meets in various

colleges and schools by projecting the PRIYA dairy milk mascot.
It has to covered by local T.V network..

 Sales promotions include directed man dealer calls,

promotional fairs and exhibitions, distribution of samples
demonstration of products and preparing sales literature,

77
 booklets for distribution and training the field force to call on
Clint.

 Improve the quality, reduce the price and put more

concentration on packaging aspects and promoting other
products.

 The company should conduct meets in flats, colonies and

uncovered areas still now for promoting the brand.

 Most of the consumers prefer 500ml milk packets. So that most

concentrations on that pack size.

CONCLUSION

78
 The Project work titled “A Study on Consumer Satisfaction of

Heritage Milk & Milk products with a special reference ” has

provided on opportunity to study and understand the performance of

the competing Milk brands. The study was undertaken by analyzing

the performance of four major players in the Milk industry that is

PRIYA, Nandini, Tirumala, Dodla, Shruthi & others. The Customers

Satisfaction towards these four brands was found out by conducting a

sample survey of 300 Customers . With the help of the customers

survey results, the claims of these companies were cross checked for

their validity. The entire study was carried out with a special focus on

HERITAGE MILK & MILK PRODUCTS & Milk products.

The study revealed that PRIYA is the No.1 brand with a very good hold

in the market and the retailers survey results also proved the same. It

is followed by PRIYA occupying the first position in the market.

79
 WHY HERITAGE MILK & MILK PRODUCTS?

HERITAGE MILK & MILK PRODUCTS is pure

100% Free from Harmful Bacteria

Processed at ISO – 9002 Certified dairy

Trusted for its quality

Fortified with Vitamin A.

Recommended for children by pediatricians.

QUESTIONNAIRE FOR CONSUMERS

1. Name :

80
 2. Age :

3. Sex :

4. What is the size of your family ?

a) 2 b) 3 c) 4 d) above 4

4. Which type of milk are you using at present ?

a) Cow’ s milk b) Buffalo’s milk c) Packed milk

5. If you are using packed milk what pack size do you prefer ?
a)200ml b) 500ml c)1 ltr

6. What is the quantity of milk consumed per day ?

a) 500ml b)1ltr c) 2 ltr d) above
2 ltr
7. What is your brand of packed milk ?
a) PRIYA b) Aavin c) Arokya d) Jersey
e) Tirumala f) Others (Specify______)

8. How long have you been using your current brand ?

a)Below 6 months b) 6 months to one year
c) 1-2 years d) More than two years

9. What factors influenced you to select the brand ?

a) Fresh ness b) Packing c) Price
d) Advertisement

10. Are you aware of HERITAGE MILK & MILK PRODUCTS ?

81
 a)Yes b)No

11. How did you come to know of HERITAGE MILK & MILK
PRODUCTS ?
a) Hoardings b) Wall posters c) Friends and Relatives

12. Do you use HERITAGE MILK & MILK PRODUCTS ?

a) Yes b) No
If Yes fill in the following questions
If No go to question no 19

13. Why do you prefer HERITAGE MILK & MILK PRODUCTS ?

a) Quality b) Price c) Availability d) Advertisement

14. What do you think of the price ?

a) High b) Very High c) Moderate d) Low

15. How do you grade the packing of HERITAGE MILK & MILK
PRODUCTS ?
a) Good b) Average c) Bad
16. Are you satisfied with the quality of HERITAGE MILK & MILK
PRODUCTS ?
a) Highly- satisfied b) Satisfied
c) Dissatisfied d )Highly dissatisfied

18 Rank the quality of HERITAGE MILK & MILK PRODUCTS ?

a) Excellent b) Very Good c) Good

82
 d) Average e) Poor

19. Reasons for not buying HERITAGE MILK & MILK PRODUCTS?
a) Non- Availability b) Unawareness
c) Poor Quality d) High price

20. Which of the following advertising media attracted you

more(current brand) ?
a) T.V b) Radio Jingles c) News papers
d) Wall posters e) Hoardings

21. What are the promotional benefits you except from the
manufacturer ?
a) Gifts b) Discounts c) Lucky draws d) Offers

22. Give your suggestions to improve HERITAGE MILK & MILK

PRODUCTS .
a)

b)

c)

BIBLIOGRAPHY

83
  Marketing Management - Philip Kotler

 Marketing Research - D . D . Sharma

 Quantitative Techniques - D.Shanthi Sopihia Bharathi

 Statistical Methods - S . P .Guptha

 Principles of Marketing - Philip Kotler

 Research Methodology -C.R.Kothari Prakasham

And also
A&M Magazine, Booklets, Broachers, Pamphlets, impulse Foods2000

Websites :www.google.com

Company web site: www.heritagefoodsindia.co.in

84