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  1. 1. Welcome To All
  2. 2. A STUDY ON CUSTOMER SATISFACTION TOWARDS AAVIN MILK IN TIRUNELVELI DISTICT A Project Report submitted to Manonmaniam Sundaranar University in Partial fulfillment of the requirements for the MASTER OF COMMERCE Submitted by Mr. R.ARONE FRANKLIN (Reg. No. 311303) Under the Guidance of Miss. M.RAJALAKSHMI DEPARTMENT OF COMMERCE MANONMANIAM SUNDARANAR UNIVERSITY TIRUNELVELI – 627 012 April-2013
  3. 3. INTRODUCTION: 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. 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 evaporated milk.
  5. 5. Objectives •To analyze the customers satisfaction towards Aavin milk in Tirunelveli District. •To study consumer preference towards Aavin milk products in Tirunelveli District. •To know the satisfaction level of the customer about the Aavin milk. •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
  6. 6. METHODOLOGY 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 design PRIMARY DATA It acts as the main source and was collected through questionnaire cum interview schedule. SECONDARY DATA It is collected from the net for industry profile and company profile.
  7. 7. SAMPLING DESIGN SAMPLING UNIT The sampling units are the customers who are using Aavin milk in Tirunelveli 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. 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. 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. 9. SIMPLE PERCENTAGE ANALYSIS Percentage refers to a special kind of ratio used to describe relationships. Percentage=class frequency/total frequency X 100 CHI-SQUARE TEST 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 attributes. 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.
  10. 10. HPOTHESES •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. 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. 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 Conclusion.
  13. 13. Occupation: 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.
  14. 14. INDUSTRY: 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.
  15. 15. Findings: 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. 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 year.
  17. 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.
  18. 18. SUGGESSTION: 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 Services. Awareness of the product can be increased by giving programmes like road shows for the general public.
  19. 19. CONCLUSION 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 milk Industry".
  20. 20. Thank You