48074322 project--customer satisfacton

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  • 1. DECLARATIONI K.ESWARAN RegNo: 08BIA1347 pursuing MBA programme inVysya Institute of Management Studies, Salem. Hereby declare that theproject work entitled “A STUDY ON CUSTOMER SATISFACTIONTOWARDS AAVIN MILK IN SALEM CITY” submitted to PeriyarUniversity, Salem in partial fulfilment of the award of the degree ofMaster of Business Administration is bonafied work done by me underthe guidance of Miss K.Archana M.B.A., lecturer, Vysya Institute ofManagement studies, Salem. To the best of my knowledge, the workreported therein does not form part of any other thesis or work on thebasis of which a degree or award was conferred on an earlier occasion. Signature of the ResearcherPlace:Date:
  • 2. ACKNOWLEDGEMENTI owe my sincere gratitude and take great pleasure in thinking all those personalitieswho have helped me to under go this project work in “Aavin Milk in Salem”I sincerely thank Thiru. J.RAJENDRAPRASAD, Correspondent, Vysya College,Salem & Dr.P.VENKATESAN, Principal, Vysya Institute of Managementstudies, Salem.I sincerely thank Ms.K.Archana, M.B.A., Lecturer, Vysya Institute ofManagement studies for giving me the valuable guidance which led me through theprocess of preparation of this project report with its multifarious aspects.I express my thanks to Dr.PALANISAMY, Project officer who have guided me andhelped me in many ways. I also thank all other employees who assisted me tocomplete this project study.Last but not the least my heartfelt thanks to My Parents and My Friends who guidedme to complete this project successfully. I sincerely dedicate this project to them.
  • 3. SYNOPSISThis project leads to know the ways and means of improving the sales and market inAavin milk, Salem. The researcher conducted a study titled "A Customer Satisfactiontowards the Aavin milk".This study includes customers of the Aavin milk. For this study the researcherconducted an interview with 150 customers in Salem, and certain statistical tools wereapplied.The Aavin milk concentrates more in prompt delivery milk. This centre is dealingwith all kinds of dairy products. It is famous for quality. These are all the factorswhich esteem the value of the Aavin milk.Finally it was concluded that the Aavin milk is having good image in the minds of theSalem customers. As well they are well known for better customer relationship. TITLE OF THE STUDY
  • 4. “A Study on Customer Satisfaction towards Aavin Milk in Salem City” OBJECTIVES OF THE STUDY
  • 5. 1. To know the awareness level of various services provided by Aavin milk2. To know the customers satisfaction level regarding the Aavin milk.3. To suggest the measures to improve the system of marketing in the presentsituation. SCOPE OF THE STUDY
  • 6. The project was done with the limit of 150 respondents of a particular area which canbe further extended to more respondents from other districts. The same time theproject was considered with certain factors in relationship to the customer satisfactionwhich can be further studied in detail considering the other dimensions also. LIMATATIONS OF THE STUDY
  • 7. 1. The time period of research was restricted to 30 days.2. The research finding was applied only in Salem city.3. The different views and opinions provided by the respondents were subjected toPersonal bias.4. The respondents may not be true in filling up the questionnaires.5. The study was only confined to 150 respondents.6. The reliability of the data may not be dependable. RESEARCH METHODOLOGY
  • 8. Research methodology is a systematic way to solve research problem, it may beunderstood as a science of studying how research done systematically. This includesgeographical area covered, period of study, research design, method of datacollection, research instrument and sampling designGEOGRAPHICAL AREA The study was carried out in Aavin milk, Salem.PERIOD OF STUDY The period of study is 10th May 2009 to 10th June 2009RESEARCH DESIGN Descriptive research design is used in this study.SAMPLING DESIGNSAMPLING UNIT The sampling units are the customers who are using Aavin milk, omalur inSalemSAMPLING SIZE This study was conducted with a sample size of 150 respondents.SAMPLING METHOD The sampling method indicates how the samples are selected from the universe.The researcher has adopted convenience sampling for research. Convenience sampling is a method under non-probability sampling. Theresearcher selected the respondents based on his convenience.DATA COLLECTION METHOD
  • 9. Data collection is an act of collecting relevant and adequate data required for theresearch from sample sizePRIMARY DATA It acts as the main source and was collected through questionnaire cum interviewschedule.SECONDARY DATA It is collected from the net for industry profile and company profile.RESEARCH INSTRUMENT For data collection, structured undisguised questionnaire cum interview schedulewas framed with closed-ended questions to maximum extent. Direct personalinterview method was used for collecting information from the respondents throughquestionnaire. This questionnaire contains both open ended, dichotomous, close endedquestions along multiple options.TOOLS FOR DATA ANALYSIS 1. SIMPLE PERCENTAGE ANALYSIS 2. CHI SQUARESIMPLE PERCENTAGE ANALYSIS Percentage refers to a special kind of ratio used to describe relationships. Percentage=class frequency/total frequency X 100CHI-SQUARE TEST Chi-square test is a non-parameter test and is used most frequently by marketingresearchers to test the rightness of hypothesis.
  • 10. Hypothesis is a tentative and declarative statement formulated to be testeddescribing a relationship between two attributes. The researchers should state the null hypothesis (the hypothesis to be tested) insuch a way that its rejection leads to the acceptance of the alternative hypothesis. Chi-square is symbolically written as tests aiming at determining whethersignificant difference exists between two groups of data. ∑ (Oi – Ei) ------------- Ei
  • 11. CHAPTER IV
  • 12. DATA ANALYSIS & INTERPRETATION Table 1 The Table Showing Respondents Family Size Particulars Respondents Percentage 2 25 17 3 50 33 4 40 27 5 20 13 6 and above 15 10 Total 150 100 Source: Primary Data Interpretation From the above table we can see that 33% of respondents respond that the family size is 3, 27% of respondents respond that the family size is 4, 17% of respondents respond that the family size is 2, 13% of respondents respond that the family size is 5 and 10% of respondents respond that the family size is 6 and above.605040 CHART NO 130 The Table Showing Respondents Family Size20100 2 3 4 5 6 and above
  • 13. Table 2The Table Showing respondents present occupation
  • 14. Particulars Respondents Percentage Business 45 30 Employed 30 20 Self-Employed 25 17 Professionals 20 13 Others 30 20 Total 150 100 Source: Primary Data Interpretation From the above table we can see that 30% of respondents respond that the present occupation is Business, 20% of respondents respond that the present occupation is employed and others, 17% of respondents respond that the present occupation is Self-Employed, 13% of respondents respond that the present occupation is professionals.504540 CHART NO 235 The Chart shows respondents Present occupation3025201510 5 0 ed ls ed ss s na oy er ne oy io th pl pl si ss O EmBu Em fe lf- o Pr Se RESPONDENTS
  • 15. Table 3 The Table Showing Respondents Income Group Particulars Respondents Percentage < 5000 20 13 5000-10000 45 3010000-20000 30 20 >20000 30 20No comments 25 17 Total 150 100
  • 16. Source: Primary Data Interpretation From the above table we can see that 30% of respondents respond that the income group is 5000-10000 , 20 % of respondents respond that the income group is 10000-20000 and > 20000,17 % of respondents respond that the income group is no comments ,13% of respondents respond that the income group is <5000. CHART NO 3 The Chart Showing Respondents Income Group504540353025201510 5 0 < 5000 5000-10000 10000-20000 >20000 No comments RESPONDENTS
  • 17. Table 4 The Table Showing Respondents Source Of Purchase Particulars Respondents Percentage Departmental store 45 30 Provisional store 20 20 Milk booth 20 13 Cycle vendor 36 24 Delivery Boy 19 13 Total 150 100Source: Primary DataInterpretation
  • 18. From the above table we can see that 34% of respondents respond that the source of purchase is departmental store, 24% of respondents respond that the source of purchase is cycle vendor, 20% of respondents respond that the source of purchase is provisional store, 13% of respondents respond that the source of purchase is delivery boy & milk booth. CHART NO 4 The Chart Showing Respondents Source Of Purchase50454035302520151050 Departmental Provisional store Milk booth Cycle vendor Delivery Boy store RESPONDENTS
  • 19. Table 5 The Table Showing Respondents What Brand Of Milk They Purchase Particulars Respondents Percentage Aavin 60 40 Arokiya 40 27 Akshaya 0 0 Tasteme 0 0 Nanda 0 0 Nava 0 0 Chakra 0 0 Sakthi 0 0 Can milk 50 33 Total 150 100Source: Primary sourceInterpretation
  • 20. From the above table we can see that 40% of respondents respond that they buy Aavin brand, 33% of respondents respond that they buy can milk, 27% of respondents respond that they buy arokiya. CHART NO 5 The Chart Showing Respondents What Brand Of Milk They Purchase454035302520151050 e ra i lk a a vin ya va hi em nd ay ak m kt i Na Aa ok sh Sa Na st Ch n Ar Ta Ca Ak RESPONDENTS
  • 21. Table 6 The Table Showing Respondents Quantity in Litres Particulars Respondents Percentage 1/4 30 20 1/2 30 20 1 40 27 2-3 30 20 4 & above 20 13 Total 150 100Source: Primary DataInterpretation From the above table we can see that 27% of respondents respond thatthey buy 1 litres, 20% of respondents respond that they buy 1/2 litres ,1/4 litres & 2-3litres , only 13% of respondents respond that they buy 4& above.
  • 22. CHART NO 6 The Chart Showing Respondents Quantity in Litres302520151050 4-Jan 2-Jan 1 3-Feb 4 & above RESPONDENTS
  • 23. Table 7 The Table Showing Respondents How long they purchasing the existing brand Particulars Respondents Percentage 1 month 30 20 3 month 20 13 6 month 31 21 1 year 34 23 >1 year 35 23 Total 150 100Source: Primary DataInterpretation From the above table we can see that 23% of respondents respond that theypurchase the existing brand for >1 year & 1 year ,21% of respondents respond thatthey purchase the existing brand 6 months, 20% of respondents respond that theypurchase the existing brand for 1 months, 13% of respondents respond that theypurchase the existing brand for 3months.
  • 24. CHART NO 7 The Chart Showing Respondents How long they purchasing the existing brand2520151050 1 month 3 month 6 month 1 year >1 year RESPONDENTS
  • 25. Table 8 The Table Showing Respondents Availability of milk Particulars Respondents Percentage Limited time 25 17 Morning only 45 30 Evening only 20 13 Throughout the day 31 21 Round the clock 29 19 Total 150 100Source: Primary DataInterpretation From the above table we can see that 30% of respondents respond theavailability of milk morning only, 21% of respondents respond the availability of milkis through out the day19% of respondents respond the availability of milk is round theclock, 17% of respondents respond the availability of milk is limited time and 13% ofrespondents respond the availability of milk is evening only. CHART NO 8 The Chart Showing Respondents Availability of milk
  • 26. 35 30PERCENTAGE 25 20 15 10 5 0 Limited time Morning only Evening only Throughout Round the the day clock RESPONTENTS Table 9 The Table Showing Respondents Influence You to Buy This Brand
  • 27. Particulars Respondents Percentage Brand 30 20 Price 35 23 Taste 20 13 Thickness 15 10 Package 34 23 Availability 16 11 Advertisement 0 0 Total 150 100 Source: Primary Data Interpretation From the above table we can see that 23% of respondents respond that influence to buy milk is price & package, 20% of respondents respond that influence to buy Aavin milk is brand, 13% of respondents respond that influence to buy Aavin milk is taste, 11% of respondents respond that influence to buy Aavin milk is availability, 10% of respondents respond that influence to buy Aavin milk is thickness.. CHART NO 925 The Chart Showing Respondents Influence You to Buy This Brand20151050 t en lity s e d e ice es ag an st m bi kn Ta Pr se ck Br la ic ai Pa rti Th Av ve Ad RESPONDENTS
  • 28. Table 10 The Table Showing Respondents Vitamin A Addition in Aavin Milk and Its Importance Particulars Respondents Percentage Yes 90 60 No 60 40 Total 150 100Source: Primary Data
  • 29. Interpretation From the above table we can see that 60% of respondents respond that vitamin A addition is in Aavin milk and 40% of respondents respond that vitamin A addition is not in Aavin milk. CHART NO 10 The Table Showing Respondents Vitamin A Addition in Aavin Milk and Its Importance No 70 60PERCENTAGE 50 40 30 20 10 0 1 2 RESPONDENTS
  • 30. Table 11The Table Showing Respondents Pasteurisation & Homogenisation & Its Advantage Particulars Respondents Percentage Yes 74 49 No 76 51 Total 150 100Source: Primary Data
  • 31. Interpretation From the above table we can see that 51% of respondents respond they dont know about pasteurisation & homogenisation advantage, 49% of respondents respond they know about pasteurisation & homogenisation advantage. CHART NO 11 The Chart Showing Respondents Pasteurisation & Homogenisation & Its Advantage51.5 5150.5 5049.5 4948.5 48 YES NO RESPONDENTS
  • 32. Table 12 The Table Showing Respondents Milk Card System Particulars Respondents Percentage Yes 85 57 No 65 43 Total 150 100Source: Primary DataInterpretation
  • 33. From the above table we can see that 57% of respondents respond they know about milk card system, 43% of respondents respond they dont know about milk card system. CHART NO 12 The Chart Showing Respondents Milk Card System6050403020100 YES NO RESPONDENTS
  • 34. Table 13 The Table Showing Respondents Can Milk Sales Particulars Respondents Percentage Yes 82 55 No 68 45 Total 150 100Source: Primary DataInterpretation
  • 35. From the above table we can see that 55% of respondents respond that they know about can milk ,45% of respondents respond that they don’t know about can milk. CHART NO 13 The Chart Showing Respondents Can Milk Sales6050403020100 YES NO RESPONDENTS
  • 36. Table 14 The Table Showing Respondents Adulterants in Milk Particulars Respondents Percentage Yes 51 34 No 99 66 Total 150 100Source: Primary DataInterpretation From the above table we can see that 66% of respondents respond that theydont know about the adulterants in milk, 34% of respondents respond that they knowabout adulterants in milk.
  • 37. CHART NO 14 The Chart Showing Respondents Adulterants in Milk706050403020100 YES NO RESPONDENTS
  • 38. Table 15 The Table Showing Respondents Where They Buy Milk Products Particulars Respondents Percentage Departmental store 27 18 Provisional store 41 27 Milk parlour 37 25 Street vendor 24 16 Others 21 14 Total 150 100Source: Primary DataInterpretation From the above table we can see that 27% of respondents respond that theybuy milk products in provisional store, 25% of respondents respond that they buymilk products in milk parlour, 18% of respondents respond that they buy milkproducts in departmental store, 16% of respondents responds that they buy milk
  • 39. products in street vendor, 14% of respondents respond that they buy milk products in others. CHART NO 15 The Chart Showing Respondents Where They Buy Milk Products302520151050 Departmental Provisional Milk parlour Street vendor Others store store RESPONDENTS
  • 40. Table 16 The Table Showing Respondents Awareness of Aavin Brand Milk Products Particulars Respondents Percentage Yes 115 77 No 35 23 Total 150 100Source: Primary DataInterpretation From the above table we can see that 77% of respondents respond thatthey aware of Aavin milk brand, 23% of respondents respond that they don’t knowabout Aavin brand milk.
  • 41. CHART NO 16 The Chart Showing Respondents Awareness of Aavin Brand Milk Products9080706050403020100 YES NO RESPONDENTS
  • 42. Table 17 The Table Showing Respondents Is The Aavin Milk Products Available As And When Required. Particulars Respondents Percentage Yes 105 70 No 45 30 Total 150 100Source: Primary sourceInterpretation From the above table we can see that 70% of respondents respond Aavin milkproducts is available when required, 30% of respondents respond Aavin milk productsis not available.
  • 43. CHART NO 17 The Chart Showing Respondents Is The Aavin Milk Products Available As And When Required.80706050403020100 YES NO RESPONDENTS
  • 44. Table 18 The Table Showing Respondents Grade the Service of Aavin Milk Particulars Respondents Percentage Good 34 23 Satisfactory 29 19 Fair 52 35 Poor 35 23 Total 150 100Source: Primary sourceInterpretation From the above table we can see that 35% of respondents respond the serviceAavin milk is fair, 23% of respondents respond the service of Aavin milk is good &poor, 19% of respondents respond the service of Aavin milk is satisfactory.
  • 45. CHART NO 18 The Chart Showing Respondents Grade the Service of Aavin Milk4035302520151050 Good Satisfactory Fair Poor RESPONDENTS
  • 46. Table 19 The Table Showing Respondents Have You Come Across Aavin Advertisement Particulars Respondents Percentage Television 52 35 Hand bills 5 3 News Paper 0 0 Railway Station 48 32 Sign Boards 25 17 Others 20 13 Total 150 100Source: Primary sourceInterpretation From above table 35% of the respondents have come across televisionadvertisement, 3% of the respondents have come across hand bills, 32% of therespondents have come across railway station, 25% of the respondents have comeacross sign boards, 20% of the respondents have come across other advertisements. CHART NO 19
  • 47. The Table Showing Respondents Have You Come Across Aavin Advertisement4035302520151050 Television Hand bills News Railway Sign Others Paper Station Boards RESPONDENTS FINDINGS 1.33% of respondents respond that the family size is 3
  • 48. 2.30% of respondents respond that they are doing Business.3.30% of respondents respond that the income group is 5000-100004.30% of respondents respond that the source of purchase in departmental store5.40%of respondents respond that they are buying Aavin milk6.27% of respondents respond that they are buying one litre milk.7.23% of respondents respond that they purchasing the existing brand for 1 year8.30% of respondents respond that the availability of milk in morning only.9.23% of respondents respond that influence to buy Aavin milk is price.10.60%of respondents respond that vitamin A is in Aavin milk.11.51% of respondents respond they don’t know about pasteurisation andhomogenisation12.57% of respondents respond that they know about milk card system.13.55% of respondents respond that they know about can milk sales.14.66% of respondents respond that they don’t know about adulterants in milk.15.27% of respondents respond that they buy milk products from provisional store.16.77% of respondents respond that they aware about Aavin milk products.17.70% of respondents respond Aavin milk products are available when required.18.35% of respondents respond the service of Aavin milk is fair.19.35% of the respondents have come across television advertisement SUGGESSTION
  • 49. 1. The level of advertisement can be increased.2. The product can be marketed more in rural areas.3. More Aavin milk parlour should be included for increasing the sales.4. Customer Service of Aavin milk can be improved more.5. Brand involvement should be improved in the mind of customers.6. Customers can be motivated to buy the product by giving Value Added Services.7. Awareness of the product can be increased by giving programmes like road showsfor the general public. CONCLUSION
  • 50. Aavin milk has a good reputation among the customers so it can be extended tosupply rural also. From various respondents the researcher has gathered lot ofinformations about Aavin Milk’s buying Behaviour. Aavin milk is already enjoyingNo 1 position in Milk Industry; this gives a positive stand to further strengthen itsposition. I conclude that "Aavin is the market leader in milk Industry".