1) The document summarizes a study on consumer satisfaction with Vadilal products in the Dharampur region of India. Data was collected through a survey of 100 Vadilal customers. 2) The findings show that Vadilal has the highest brand recognition and customer satisfaction levels compared to competitors like Amul and Mother Dairy. Ice cream and mango pulp were the most preferred products. 3) Most customers purchase Vadilal products weekly from retail stores and are satisfied with the price, quality, and service. The study suggests Vadilal expand its flavor offerings and improve the taste of mango pulp to increase customer satisfaction further.

1. A Study of Consumer Satisfaction with Respect to Vadilal
Products At Dharampur Region
Project Guide:-
Santosh Singh Mr. Prashant Singh
MBA 2nd Year Student, PA – General Manager
SSR IMR, Silvassa- 396230, DNH

2. Table of Contents
Industry Profile
Company Profile
About the topic & Objectives of the study
Data Analysis
Findings & Suggestions
Other Learning

4. Industry Profile
Food & Beverage Industry
About The Ice- cream
 Ice Cream is the most famous delicacy all over the
world. People of all ages love ice cream and
frequently enjoy it.
 Ice-cream is one of the most important part of FMCG
sector. It comes under Food and Beverage segment.
The total market value of Ice-cream trade in India is
more than Rs.20000 cr. It is increasing day by day.

5. Food & Beverage Industries
 India is the world’s second largest producer of
food next to chine and has the potential of being the
biggest with food and agriculture sector.
 The food processing industry is the one of the largest
industries in India, it Rank’s Fifth in terms of
production, Consumption, export and expected
growth.

6. The Government has Formulated and implemented
several Plan schemes to provide financial assistance for
setting up.
1. Dairy, Fruits & Vegetable Processing.
2. Grain Processing
3. Meat & poultry Processing
4. Fisheries.
5. Consumers Foods Including Packaged Food ,
beverages and packaged drinking water.
.
Food & Beverage Industries continues……

7. Company Profile
 Vadilal Industries (VIL), promoted by R R Gandhi and L R
Gandhi ,Vadilal's Processed Foods and Frozen
Vegetables division which was started its activities in
March 1991 with 5400 MTPA plant has grown to a 16200
MTPA capacity for processing of fruits and vegetables.
 This Dharampur facility which has the capacity to
produce frozen fruits and vegetables like mango pulp,
mango slices, pineapple tit-bits, tutty fruity, sweet corns,
peas, grapes etc. Vadilal was part financed by the public
issue in Oct. '89.

8.  The company entered the international market in
1996-97, the company has installed the
Individually Quick Frozen (IQF) facilities with a
capacity to process 2 MT of fruits and vegetables
per hour at its existing Dharampur plant, at a total
project cost of Rs 6 crores .
 Today, Vadilal exports around 175 products,
which include Canned and Frozen Vegetables such
as Pigeon Peas.
Company Profile Continue……..

9.  Separate and ultra-hygienic wash rooms for
workers.
 UV treated and softened water for plant generating
zero bacteria water for use in washing and
production.
 Cleaning-in-place system (C.I.P.)
 Online quality control testing during production:
by conducting Chemical / Microbiological /
Organoleptic tests at different intervals of time.
Company Profile Continue……..

10. About the Topic……
A Study of Consumer Satisfaction with respect to Vadilal
products at Dharampur region
 To know the satisfaction level of consumers.
 Understanding the concept as customers view point.
 Collecting the information regarding to product experience.

11. Objectives of the study
 To understand the significance of Customer
Satisfaction for Organisations.
 To conduct a study on Customer Satisfaction for
Vadilal Products at Dharampur Region

12. Data Analysis
 The survey for the study was attempted with a
sample size of 100 Customers of Vadilal Products.
 The study highlights the consumer awareness and
their satisfaction level with respect to Vadilal
products.
 Referring to the preference of the respondents,
Vadilal stands on top followed by Amul.

13. Data Analysis continues……
59
3
29
7
2
0
10
20
30
40
50
60
70
Vadilal Mother Dairy Amul Kwality wall's Others

14. One of facts state that most of the consumers purchase
products once a week
Data Analysis continues……
0
20
40
60
5 9
46
25
15

15. Data Analysis continues……
 The analysis reflects that most favorite brand product as
per survey is ice-cream products and then fruit pulp
Ice-cream, 49
Ready
vegetables
(RTS), 10
Fruit pulp, 31
Chinese and
South Indian,
9
others, 1

16. Data Analysis continues……
 Product flavors and company image are the factors
that inspires respondents the most for purchases.
0
20
40

17. Data analysis continues…….
 Likert scale method was adopted to gauge the perception of customers.
 Study reflects that ice-cream and mango pulp are more preferred and
favorite product of customer
0
10
20
30
40
50
60
17
13
53
50
37
5
19
30
37
36
53
51
27
42
30
Excellent very good good average poor

18.  the customers are usually bought the products
from retail stores and ice- cream parlour .
Data Analysis continues……
Ice-Cream
Parlour
23%
Super Market
13% Retail store
57%
Your Organisation
(Canteen/Cafetria)
7%
Other
64%

19. Data Analysis continues……
 The study reveals the fact that 89% of the respondents are
satisfied, while 11% of the respondents are highly satisfied with
Vadial products.
Highly
satisfied
11%
Satisfied
89%

20.  Vadilal provides reasonable price products to its customers.
 Most of respondents are satisfied with the service provide
by Vadilal.
Data Analysis continues……

21. Findings & Suggestions
 The Researcher has realised the fact that Vadilal is leading in ice-
cream Segment due to its huge product varieties and price range.
 The Research observes that Summer Season (especially
February-to-May) is the peak time for Ice Cream sales as due to
Marriage & festivals time.
 The study reflects that most of the customers (89%) are satisfied
with the performance of the products.

22. SUGGESTIONS:
 The possible area of improvement may be to cater the
various other flavors of the competitors to its customers.
 Some respondents are suggesting improvement in the
mango pulp for a better taste.

23. Overall Experience from the Project
 It was a good experience and very effective Industrial
exposure.
 Field Knowledge
 At last I would like to thank Vadilal industries and
my Institute for providing me with such a wonderful
opportunity.