2. A STUDY ON CUSTOMER SATISFACTION TOWARDS AAVIN MILK IN
A Project Report submitted to Manonmaniam Sundaranar University in Partial fulfillment
of the requirements for the
MASTER OF COMMERCE
Mr. R.ARONE FRANKLIN
(Reg. No. 311303)
Under the Guidance of
DEPARTMENT OF COMMERCE
MANONMANIAM SUNDARANAR UNIVERSITY
TIRUNELVELI – 627 012
The importance of livestock sector in India’s agriculture is not
limited to the production of milk and milk products only, since it
provides income and food to a significant portion of the population.
Consumption of milk and milk products in the country is relatively
high as compared to other similar developing countries. The livestock
also provides high quality protein. The major milk producing animals
in India are buffaloes, cows, sheep and goats. However almost all the
milk marketed in the country comes from buffaloes and cows. The
population of buffaloes, cows, sheep and goats is 30.8 millions, 34.3
millions, 27.8 millions and 59.9 millions respectively (GOP, 2009-
10). Livestock contributes 11.4% to GDP (GOP, 2009-10). Its net
foreign exchange earnings were to the tune of Rs. 39.5 billion in
2008-2009, which is almost 9% of the overall export earnings of the
country. The contribution of livestock sector towards GDP is more
than any individual major crop.
4. The role of livestock in rural economy may be realized from
the fact that 30-35 million rural populations is engaged in livestock
raising, having household holdings of 2-3 cattle/buffaloes and 5-6
sheep / goats per family deriving 30-40% of their income from it
(GOP, 2009-10). Milk, beef, mutton, poultry and eggs are the major
livestock products. However, in terms of retail value, milk is the most
important livestock product in India. Being the 6th or 7th largest milk
producer in the world, India is not self sufficient in milk and therefore
every year a significant amount of foreign exchange is spent on the
import of dairy products mainly dry milk powder and condensed and
•To analyze the customers satisfaction towards Aavin milk in
•To study consumer preference towards Aavin milk products
in Tirunelveli District.
•To know the satisfaction level of the customer about the
•To find the factors that influencing the customers’ satisfaction
towards Aavin milk products.
•To give suitable suggestions to improve the customer
satisfaction towards Aavin product
Research methodology is a systematic way to
solve research problem, it may be understood as a science of
studying how research done systematically. This includes
geographical area covered, period of study, research design,
method of data collection, research instrument and sampling
It acts as the main source and was collected through
questionnaire cum interview schedule.
It is collected from the net for industry profile and company
7. SAMPLING DESIGN
The sampling units are the customers who are using
Aavin milk in Tirunelveli
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. The researcher selected the
respondents based on his convenience.
DATA COLLECTION METHOD
Data collection is an act of collecting relevant and
adequate data required for the research from sample size
8. RESEARCH INSTRUMENT
For data collection, structured undisguised
questionnaire was framed with closed-ended questions to
maximum extent. Direct personal interview method was used
for collecting information from the respondents through
questionnaire. This questionnaire contains both open ended,
dichotomous, close ended questions along multiple options.
TOOLS FOR DATAANALYSIS
1. SIMPLE PERCENTAGE ANALYSIS
2. CHI SQUARE
9. SIMPLE PERCENTAGE ANALYSIS
Percentage refers to a special kind of ratio used to describe
Percentage=class frequency/total frequency X 100
Chi-square test is a non-parameter test and is used most
frequently by marketing researchers to test the rightness of
hypothesis. Hypothesis is a tentative and declarative statement
formulated to be tested describing a relationship between two
The researchers should state the null hypothesis (the
hypothesis to be tested) in such a way that its rejection leads to
the acceptance of the alternative hypothesis.
Chi-square is symbolically written as tests aiming at
determining whether significant difference exists between two
groups of data.
•HO: There is no significance relationship between the
Respondent’s Gender and their Level of satisfaction towards Aavin.
•H1: There is a significance relationship between the Respondent’s
Gender and Their Level of satisfaction towards Aavin.
•HO: There is no significance relationship between the respondent
Age and Their Motivation for buying Aavin milk.
•H1: There is a significance relationship between the respondent
Age and Their Motivation for buying Aavin milk.
11. LIMATATIONS OF THE STUDY
•The time period of research was restricted.
•The research finding was applied only in Tirunelveli district.
•The different views and opinions provided by the respondents
were subjected to Personal bias.
•The respondents may not be true in filling up the questionnaires.
•The study was only confined to 150 respondents.
•The reliability of the data may not be dependable.
12. Chapter scheme
Chapter 1 - Introduction and Research Design
It consists of Introduction of the study, Scope of the Study,
Statement of Problem, Objectives, Limitations of the Study,
Research Methodology and Chapter scheme.
Chapter 2- Conceptual Framework of Customers Satisfaction
It deals with Theoretical View about Customer satisfaction.
Chapter 3- Area Profile and Company Profile
Tirunelveli Profile and Aavin milk company Profile.
Chapter 4 - Analysis and Interpretation
It deals with analysis and interpretation of primary data for
understanding the customer satisfaction towards Aavin milk
Chapter 5- Findings, Suggestions and Conclusion
It consists of Summary of Findings, Suggestions and
Agriculture plays a Vital role in the District’s economy. The
total cropped area was 171155 hectares, which worked out 25.32%
of the total area of 675850 . The important food crops are Paddy,
Cholam, Ragi, Cumbu Maize and other minor millets. The
commercial crops are Cotton, Chillies, Sugarcane and Groundnut.
Of the total cultivated area of 145047 hectares in the district, 26108
hectares were sown more than once.
There are 25 medium and major industries such as Cement,
Cotton yarn, Calcium carbide, Sugar, Cotton seed oil, Printing
papers and flour Mill etc. Among the other industries in the District
Pin, Clip, Matches, Beedi,Vessels making and Engineering
industries are important. The important Village industries
functioning in the district are Handloom, Poultry farming, Brick
making, Jaggary production. The Handloom products Lungi, Sarees
etc are marketed in north India. So also the fine Korai mats from
Pathamadi have one world fame. Kallidaikurichi Pappads,
Karukurichi mud pots, also Tirunelveli “Halva” are specialities
which earned many laurels to the District.
43.3% of reaspondents belongs to 21-30 age
23.3% of respondents belongs to 41-50.
56% of respondents are male.
44% of respondents are female.
56% of respondents are married.
44% of respondents are unmarried.
44% of respondents Nuclear family.
56% of respondents are Joint Family.
33% of respondents belongs to the family size of 3.
27% of respondents belongs to the family size of 4.
16. 30% of respondents occupation is business.
20% of respondents occupation is employed.
30% of respondents monthly income group of 5000-10000.
20% of respondents are earning 10000-20000 in a month.
23% of respondents purchasing Aavin milk for above one year.
21% of respondents are purchasing Aavin milk for below one
17. 27% of respondents are purchasing 1 litre Aavin milk in a day.
23.3% of respondents are purchasing Aavin milk for its taste.
67.4% of respondents are satisfied with the Aavin milk.
66% of respondents motivated by their friends for purchase
the Aavin milk easily available in their place.
68% of respondents are using Aavin milk daily.
The level of advertisement can be increased.
The product can be marketed more in rural areas.
More Aavin milk parlour should be included for increasing the sales.
Customer Service of Aavin milk can be improved more.
Brand involvement should be improved in the mind of customers.
Customers can be motivated to buy the product by giving Value Added
Awareness of the product can be increased by giving programmes like
road shows for the general public.
Aavin milk has a good reputation among the customers so it can
be extended to supply rural also. From various respondents the
researcher has gathered lot of information's about Aavin Milk’s
buying Behaviour. Aavin milk is already enjoying No 1 position in
Milk Industry; this gives a positive stand to further strengthen its
position. Finally it conclude that "Aavin is the market leader in