A PROJECT REPORTON “CUSTOMER SATISFACTION OF AANCHAL DAIRY PRODUCTS” (A CASE OF GARHWAL DUGDH UTPADAK SAHAKARI SANGH LTD, SRI NAGAR GARHWAL) Submitted in Partial Fulfillment Of Master of Business Administration Under the Supervision of Submitted To: Submitted By: Dr. A.C. Pandey Jaideep Bhatt (MBA 2012-2014) H.N.B.GARWAL (A CENTRAL UNIVERSITY) SRINAGAR, UTTARAKHAND DECLARATION I hereby declare that the work presented in this project titled ‘CUSTOMER SATISFACTION OF AANCHAL DAIRY PRODUCTS’ submitted towards completion of summer internship project of MBA 3rd sem. of HNB Garhwal, Srinagar Uttrakhand (A Central University). It is an authentic record of my original work pursued under the guidance of project guide, . The information submitted here is authentic to the best of my knowledge. __________________________ JAIDEEP BHATT PREFACE Without practical training, management education is meaningless so long with the theory; practical training is provided to management students to expose them to the actual working environment of any organization. Such training provides a framework of knowledge relating to the concepts and practices of the assigned topics in the organization. The summer training is an integral part of the course curriculum of Master of Business Administration (MBA). In this, the student is in the position to analyze the integral working of an organization with mature eyes and understand the dynamics in a much better manner. The most motivating aspect associated with pursuing a course in management or business studies is the dynamism associated with it. Dynamism of adding a new perspective to one‟s personality and vision by accumulating wider knowledge, developing analytical skills not only by traditional ways of teaching and learning but by observing „things at work. The project is an opportunity to see the application part of what we study or learn in classrooms. Management is that function of an enterprise that concerns itself with the direction and control of the various activities to attain business objectives. It is the science and art of preparing, organizing and directing human efforts to control the force and utilize the materials of nature for the benefits of men. In fact, the management thereby provides the scientific technique to deal with the various problems in the areas of management and the manager mixes some art to it and tries to shorten the gap of ignorance. It provides a chain of solution to critical problems of manager. I would like to extend my sincere gratitude to the I owe debt gratitude to my company guide for helping in completion of this endeavor. Words fail to express our thanks to Almighty whose benign benedictions empowered with a zeal and strength for completion of our task. guided me from time to time in proper execution of this project. I am highly thankful to my parents for their support and encouragement last but not the least I would like to owe an eternal sense of gratitude to my friends who helped me. .ACKNOLWDGEMENT The success of any disciple depends upon the grace and able guidance of the master. EXECUTIVE SUMMARY The present study is a pilot survey of the consumers of the Aanchal Dairy products in the vicinity of Srinagar town. The study is aimed at to find out the level of the customer satisfaction about the product of the Aanchal Dairy in Srinagar Garhwal. two separate sets of the questionnaires have been prepared for the home based consumers and the retailers. The research was conducted by using a descriptive type of research by collecting primary data from the respondents. The data have been collected with the help of questionnaire/schedule containing the questions pertaining to the quality of the milk products and their availability etc. The data has been collected during the month of June and July. A total number of 60 respondents using packaged milk of various brands were interviewed. 2013. . CONTENTS CHAPTER 1………………….FINDINGS AND RECOMMENDATIONS CHAPTER 6………………….REVIEW OF LITERATURE CHAPTER 3………………… RESEARCH METHODOLOGY CHAPTER 4………………… ANALYSIS OF DATA CHAPTER 5………………….INTRODUCTION CHAPTER 2………………….CONCLUSION BIBLIOGRAPHY ANNEXURE QUESTIONNAIRE . and serves the consumers as directly as multiple product and for . compared to other developed countries. why to purchase. Milk is an essential commodity required on a daily basis. so that he may store the goods or provide the services according to the likings of the consumers. In order to become a successful marketer. for the banking. Human beings need a variety of goods and services right from cradle to grave. India is the largest producer of milk in the world. for whom to purchase. a consumer may purchase. its production is low. they effect the employment of workers and deployment of resources and success of some industries and failures of others. he must know the liking or disliking of the customers. Consumer behaviour refers to the buying behaviour of the final consumers – individuals and households who buy goods and services for personal consumption. The decision we make on our consumption would affect the demand for the basic raw materials. The manufacturers produce and the sellers sell whatever the consumer likes. Then who are the customers and how they behave while purchasing a particular product is very important for marketers. As consumers. All customers are buyers and all buyers are not customers. from where to purchase.CHAPTER 1 INTRODUCTION Everybody in this world is a customer. Thus marketer must understand this. and how much to purchase. “consumer is the supreme in the market”. He must also know the time and the quantity of goods and services. we play a very vital role in the health of the local. for the transportation. for the production. In this sense. All the marketing process starts with the consumer and hence the consumer is a very important person to a market. Consumer decides what to purchase. but in terms of per capita availability (gm/day). national or international economy. V. where. The contribution of cooperatives to India‟s dairy industry is enormous. This model was replicated across India. wants and behaviour learned by a member of society from family and other important institutions. Tired of exploitation by traders and local private dairy. The cooperatives have ushered in white revolution in the country. because of which. Consumer behaviour is influenced strongly by cultural. how and from whom to purchase goods and services. social roles and status. for instance in the preparation of food and sweet items. social. The personal characteristics such as buyer‟s age. small group. Gujarat. the Kaira cooperative was transformed into the Gujarat Milk Marketing Federation Ltd (GCMMF) under the chairmanship of Kurien. Soon it had its first dairy plant.multiple industrial products. the milk producers organized themselves into village dairy cooperatives in 1946 in a small town named Anand (Gujarat). These cooperatives federated into the Kaira Milk Producers Union. The social factors include customer‟s family. Anand model of cooperatives soon became an example for others to emulate. Kurien. . As the operations were based in Anand. The story of cooperatives starts right from the dairy cooperative movement in India which continues to be unparalleled in the world in terms of its scope and scale. economic situation and life style influence a buyer‟s decision. perceptions. Cultural factors include the set of basic values. As the number of district unions increased. Walter says that buyer behaviour is the process where by individuals decide what. occupation. life cycle stage. which started producing and marketing milk products under the brand name Amul. personal and psychological factors. when. this came to be known as the Anand model. GCMMF coordinated the operations of the union and marketed milk and milk products. Under the guidance of Dr. The milk revolution started in India in 1946 in a small town called Anand (Gujarat) has made a big contribution to the socio-economic development of rural milk producers. etc.000 dairy cooperative societies. fair deal. But. As far as dairy industry is concerned. of which more than 10 millionaire in the co-operative sector. forecasting of demand. „Vijaya‟ in Andhra Pradesh. and transportation of processed milk are the vital components of supply chain management. there are about 75. „Mother Dairy‟ in Delhi and Kolkata. Co-operatives provide their members bargaining power.India is the leading producer of milk in the world. frequent . On this front. „Saras‟ in Rajasthan. lack of their ownership over productive assets. Non-observance of timeliness. spread all over the country with a membership of 10 million. inefficient distribution of milk. Undoubtedly. Today in India. At present. most of the state federation brands are regional. However. except for the brand name „Amul‟. Therefore. It has also established an effective partnership between farmers and professionals in the dairy industry. lack of training facilities. „Anchal‟ in Uttarakhand. lack of credit/finance. organized milk marketing has a dual task to attract more and more producer-sellers to its fold by offering good price. There are nearly 70million households engaged in milk production. procurement of raw milk. These include „Verka‟ in Punjab. Indian co-operatives are little susceptible and lag behind the multinational corporations and other private firms. unorganized milk traders put a stiff competition to the organized milk sector. Dairy development helps the rural poor in having additional regular income. and to help producers to produce more milk. and assistance in improving the productivity of the dairy business. „Nandini‟ in Karnataka. dairy cooperatives are the most professionally managed sector of the Indian cooperatives. the co-operatives have to face some problems also like low literacy of member-farmers. Dairy cooperatives account for a major share of processed liquid milk marketed in the country. 1 Members Milk Unions of UCDF Ltd. DistrictTehriGarhwal . Table: 1. With the slicing of Uttarakhand from Uttar Pradesh as a new state the dairy cooperative functional in Uttarakhand was brought under trade name of “Aanchal” which comes under Uttarakhand Cooperative Dairy Federation (UCDF). It focuses mainly on liquid milk marketing and has not adopted product diversification. District. delays in loading and unloading at depots lead to disturbed supply of milk and its products.. DistrictAlmora 5 Champawat Dugdh Utpadak Sahakari Sangh Ltd. DistrictPauriGarhwal 9 Tehri Dugdh UtpadakSahakari Sangh Ltd. District. S . Dehradun.Haridwar 8 Garhwal Dugdh Utpadak Sahakari Sangh Ltd. DistrictChampawat 6 Dehradun Dugdh Utpadak Sahakari Sangh Ltd. Almora.No Name & Address of DUSS 1 Nainital Dugdh Utpadak Sahakari Sangh Ltd. Srinagar (Garhwal).S. Vin. Kanjabag Road. Jut Patwa. DistrictPithoragarh 4 Almora Dugdh Utpadak Sahakari Sangh Ltd. Patal Devi. Lalkuan. which is the need of the day. Other brands are entering the market by „misusing‟ this channel and then penetrate into the liquid milk network.break-downs of milk vans.U. Khatima. Vill.H. the milk cooperative society formed in Uttar Pradesh was under the trade name of Parag.Block New Tehri.Shikarpur(Landhaura). After the grand success of „Anand Model‟.Dehradun 7 Haridwar Dugdh Utpadak Sahakari Sangh Ltd. Dist. Raipur Road.Nagar 3 Pithoragarh Dugdh Utpadak Sahakari Sangh Ltd. District.Nainital 2 Udham Singh DugdhUtpadak Sahakari Sangh Ltd. It was established in the year 2001 with its head office at Mangal Parao. Aanchal Dairy system is constructed in a three-tier system.). The UCFD Ltd is registered under the Uttarakhand state cooperative act in the year 2001. The Uttarakhand Co-operative dairy Federation Ltd (UCDF) came into existence as a successor body to the Uttar Pradesh Cooperative Dairy Federation Ltd. When producers have such structures at their command. (UCDF Ltd. Srinagar Garhwal Dugdh Utpadak Sahakari Sangh Ltd: A Brief Profile Garhwal Dugdh Utpadak Sahakari Sangh Ltd. The migrating population is settling down. UCDF Ltd.Uttarkashi Chamoli Dugdh Utpadak Sahakari Sangh Ltd. Simali. they have the means to ensure that the fruits of science and technology reach all those who benefit. District. Rudrapur.S.U. Milk production and un-exploitative marketing through the cooperatives is providing an assured source of income to farmers helping them sustain themselves in terrains of Himalayas. This. District. established in the year 1976 with its registration No. of milk collection and marketing on the successful model well known as Anand Pattern Dairy Cooperative Societies.Srinagar Garhwal.is the apex federation of district milk cooperative unions in the state of Uttarakhand. for the socioeconomic up-liftment of the under developed remote areas by providing them a milk market at reasonable price. Aanchal cooperative is giving a fresh lease of life to farmers in hilly areas. 1508.Nagar Source: Aanchal Dairy.10 11 12 Uttarkashi Dugdh Utpadak Sahakari Sangh Ltd. in turn stimulates . Matli.Chamoli Cattle Feed Factory. Kichha by pass Road. It is only when such structures exist that farmer develops confidence in getting an assured remunerative price for their produce. Haldwani (Nainital) for the successful implementation of the dairy programme in the state. District. is a member milk union of Uttarakhand Co-operative Dairy Federation Ltd. No Particular 1 2 3 4 5 7 8 9 10 12 13 14 15 16 17 18 19 Source: Aanchal Dairy. Butter. farmers must be respected and trusted. Paneer Milk Chilling Center Kotdwara. farmers also demand the delivery of services and inputs they need to realize returns on their investments. Cream. Distt.S. Functional Societies– 137 (inc. A brief profile of the Garhwal Dugdh Utpadak Sahakari Sangh Ltd.3000 LPD (BMC) Procurement Routes 12 Total Societies 296. Cap. No 1508/22.D. they have shown the ability to rise above narrow self-interest to act together in pursuit of long-term goals and the common goals.03. Location Elevation above M. Construction Agency Uttar Pradesh Nirman Nigam Uttar Pradesh RajyaDugadhParishad/Dairy Monitoring Agenecy VikasVibhag. One big lesson learnt by such successful models is that. Uttarakhand Total Land 6. Date: 25.492 Acre Nearest Rail Head Rishikesh Phone/Fax No 01346-252335 Chairman C. Curd. Table: 1. They may not be educated or even literate.O Processing Capacity 20. Further. Frequently. 2km.) Total Blocks 15 Total Villages Covered 2133 S. from Srinagar.35 Lakh Funding Agency JalagamPrabandhanYojna/ State Govt. Srinagar .2 Aanchal Dairy Srinagar: A Brief Profile Detail Dhobighat. 323.1976 Initial Cost Rs.L – 650M Area of Operation District Pauri. Srinagar is presented in the following table. Ghee. but they possess common sense and even wisdom. Rdprg.investment in productivity. Rudraprayag and Chamoli Registration.000 LPD Products Milk. ) 8 Animal Fodder Sale (Metric Tonne) 9 Grant Allocated under District Scheme (in Lakh) 10 Total Employees Involved i Permanent ii Contractual iii Under Mother Dairy Development Project Source: Aanchal Dairy.21 48 8 6 3 6 48 11 12 . 2013) S.89 19. Srinagar Garhwal is operating in three districts namelyPauriGarhwal. Dwarikhal. 1 Detail of Milk Cooperatives Total cooperative milk societies formed 2 Total operative milk societies 3 Milk societies under Mother Dairy Development Project 4 Total Primary Members 5 No.32 5. Dugadda. Khirsu.90 7764 10. Rudraprayag and Chamoli. Pabau.75 13. Pauri. It covers the 12 development blocks in all three districts including Kot. Kaljikhal.The Aanchal dairy. Ukhimath and Jakholi blocks. N.85 950 0.3 Aanchal Dairy Srinagar: At a Glance (May. of Porer Members 6 Average Daily Milk Collection (in Kg) 7 Average Daily Milk Sale (in Lt. Jayharikhal. A total number of 2133 villages have been covered by the Aanchal Dairy Srinagar in the year 2013 under all the development blocks mentioned above. Yamkeshwar. Srinagar Pauri 225 Rudraprayag 79 Total 304 133 40 40 41 175 81 5942 950 3621 2295 144 138 8265 1094 3759 6814 9. Table: 1. Agastyamuni. In . They get honorarium of Rs 200 to Rs 2000 per month from the Anchal dairy. These instruments were provided free to the society at the time of its formation. The secretary disburses the payment to the members on the basis of milk collected from them. at the end of the month. depending on the quantity of milk collected and supplied to the dairy. as they are members of the dairy „societies‟ formed by Anchal dairy and collect milk from all the members of the society.4 Category of Milk being sold in Srinagar Area S. Milk collectors appointed by the dairy societies formed by the Anchal dairy. 1 Product Category Full Cream Toned Double Toned Janata Players in Milk Marketing Three types of main players in milk marketing in the area were: 1. Price per Ananda Amul Param Paras Aanchal Liter N.Table: 1. In this way. His main duty was to deliver milk daily to the vehicle of Anchal dairy. the secretary was found as the link person between the members and Anchal dairy. These milk collectors are also called secretaries. For this work. They also check quality (Fat and SNF) of milk by lactometer and Garber‟s centrifuge. he got 15 paisa per litre per km. the secretary himself/herself does the work of a head loader. Private milk collectors who supply milk from the village to private households in towns directly. 2.some places. while in some other places other persons were employed for it. 3. There were private milk collectors (middleman) who collect milk from20-25 households in the village and supply it to the shops in the nearby market and in lieu they get a commission of Rs 2 to Rs 5 per litre. . It has also succeeded in having a competitive edge to its low investment energy efficient cost effective production system. FAO of the United Nations as declared India as the top milk producer in the world surpassing USA by a recent survey. The institutional support provided by the dairying sector in India provides round the year employment which no other agribusiness can do. It has been recognized . The dairying sectors is also depressed of the special banking support as is provided to the industrial as well as agriculture sectors. Indian dairy has over the year created on identity of its own. But if one goes through the budgetary allocation of the entire made so far. In fact it is a unique success story of Indian dairy development in spite of constraints and climatic vagaries.CHAPTER 2 REVIEW OF LITERATURE Milk Production: 1998 is the lucky year for India since India emerged as the highest milk producing country in the world and that too in the 50 th year of our Independence. The dairy industry has played a prominent role towards house hold nutrition security and also strengthening the rural economy of India. it also provided a sufficiently this sectors contribution to the Indian economy and its growth potentials have not yet been properly recognized. dairying share is too insignificant as compared to any other sectors. Increasing the annual milk production from 20 million tone‟s in 1970 to around 74 tone‟s million in 1999. Besides. The industrial sector has been regularly receiving several forms of subsidies and incentives since independence. The result of white revolution is quite visible with our per capita milk consumption rising to 215g per day in spite of the ever increasing human population. The agriculture sector too has its own share of privileges and subsides. such as milk powder. Biotechnology has been successfully employed to develop genetically modified strains of dairy culture that tend to reduce the risk of entire infections hypercholestemia rate of proliferation of cancer cells. As well as augment immune system besides offering many health promoting attributes. There has been a growing awareness towards the beneficial role of milk and milk products. lactoferrimlysozyme vitamin binding proteins etc…play an extra nutritional role. The . This has been primarily attributable to the implementation of the operation flood program (popularly known as white revolution) launched in 1970 under the agencies of the Nation Dairy Development Board (NDDB). Emerging Trends in Milk Processing: With the changing declining trend in the domestic export market as well as profit for conventional dairy products.need for product diversification that permits value addition longer lifecycle and grater income has become quite obvious. butter etc…. Which favorably influence the microbial ecology of the gut system? These in turn affect various biotechnical functions to protect human health. Lactoperosidose.as instrument to bring about socioeconomic transformation also the dairy sector has helped national economy by emerging as the largest milk producer in the world. The import dependent Indian dairy has soon became not only self-sufficient but also passed for an export oriented dairy nation. It has been widely recognized that components derived from milk such as immunoglobulin. Fermented milk products such as yogurt in particular provide beneficial micro bed. The white revaluation occurred through the co-operatives networking of the small and marginal farmers and land less laborers. In maintaining normally of human health has led to the development of a new range of nutria-ceticals or even mood elevating /refreshing foods. These include fractionated castigates. equity suitability and forging exchange earnings. Japan is the world leader in this sector. employment. where the current market of US $5. They proclaim concentrate enzymatic Hydrolystates prepared by employ innovative energy efficient unit process. In the USA more than 100 food companies have entered these areas with a turnover of US $ 11billion. both in public and private sectors. India .dairy industry in advanced countries is rapidly diversified its product mix to reduces a range airy foods that targeted to reduces the role medicine in maintaining normally of human health. However greater challenge ties before the Indian dairy industry in modernizing sector engaged in the preparation of wide range of indigenous milk products intensive scientific R&D and financial inputs are necessary to develop industrial manufacturing and packaging system. By virtue of traditional practice of utilizing the crop residues as feed of the milk animals. About the Dairy Industry: Livestock sector is the backbone of India‟s economic in terms of income. Hence biotechnology and bioengineering food science offers new opportunities to India‟s dairy industries which we must capitalizes trough required Research and Development (R&D) efforts. dairy industry also fast diversifying to develop special food ingredients food ingredients derive from milk which can be deployed advantageously to improve the sensor quality attributes.5billion is still fast growing in the country. Packaging is another area which receiving intensive R&D inputs for developing low cost biodegradable material to prevent further damage to the environment and ensure grater food safety. 65. Milk and products account for 66 percent of the total value of lice stock production.318. India has a well-organized dairy infrastructure of 78. and cheese being Rs. being Rs. Another noteworthy feature of Indian diary scenario is that the entire milk animal having low productivity. With the liberation of world of economies India dairy industry has also ventures to explore the export market.08 million during 1994-1995 tom countries mainly Bangladesh.9 million. Livestock production has registered a compound growth relate of 5. India has strong HRD capability to meet the multi sacral requirements of the dairy industry.4 percent per annum during their preceding decade. India has developed a precious R&D reservoir for milk processing.5 million butter/ghee. being Rs. This provides opportunities for export of technologies trod partner countries through an integrated for accessing remunerative markets. the Philippines and the Netherlands. Nepal.000 rural milk co-operatives and a processing capability of about 12 million liter per day and about 280 diary plants.has been able to achieve milk production of 70 million competitive edge over new Zealand. Thus only marginal improvements in the technologically advanced countries since animals have already attained the maximum genetic potential and the production system have also been optimized. India has generated to meet the multi sectoral requirements of the dairy industry. . A rather modest beginning has been made through exports of milk powders. Australia and the USA of being able to produce milk at a lower cost.0. UAE. Objective of the Study The present dissertation/On the Job Training Report is aimed to prepare a brief profile of the Garhwal Dugdh Utpadak Sahakari Sangh Ltd. Srinagar Garhwal. The secondary data has been collected from various published articles. . (Aanchal Dairy). 2013. journals. company reports. two separate sets of the questionnaires have been prepared for the home based consumers and the retailers.indiandairy. The data has been collected during the month of June and July.CHAPTER 3 Research Methodology The study has been based on both the primary and secondary data that mainly represents a pilot survey of the consumers of the Aanchal Dairy products in the vicinity of Srinagar town. The selection of customers was done on convenient random sampling technique. books on dairy and also from the websites like: www. The major objectives of the study were: 1. To examine the satisfaction of consumers towards the milk products with special reference to Aanchal dairy. To provide implications for Aanchal Dairy. The data have been collected with the help of questionnaire/schedule containing the questions pertaining to the quality of the milk products and their availability etc. 2.com. A total number of 60 respondents using packaged milk of various brands were interviewed. 3. To know the consumer behaviour towards milk consumption. 7% each were using aanchal and amul milks.3% were using paras.1 Which brand of Milk do you use? N Ananda Percent 20 33. Hence majority of the respondents were using the milk priced up to 35 per liter.0 Price of Milk Brand Used In response to the price of the milk consumed by the respondents it is evident from the following table that half of the consumers were using milk priced uptoRs. 35 to 40 per liter and 26.7 100. 35per liter while 23.7 Amul Total 10 60 16. 40 per liter.3% of all respondents were using ananda milk whereas 8. Name of the Brand Table: 4.CHAPTER 4 ANALYSIS OF DATA Brand of Milk The respondents were asked to select the brand of the milk used by them from the brand names given in the table below.3 Paras 5 8.3 Param 15 25.3% opted the price between Rs. .0 Aanchal 10 16. The data shows that 33.7% have opted the price of milk bought by them as above Rs. 25% and 16. 35 to 40 Per Ltrs 14 23.7%) were satisfied and 18(30.0 Between Rs. Moreover. 11(18.0 Satisfaction with the Quality of Aanchal Milk Table 4. 35 Per Ltrs 30 50.3%) were highly satisfied.0%) were highly dissatisfied Table: 4.7%) respondents were never used aanchal milk. 8(13. Out of 60 respondents interviewed.0 Dissatisfied 12 20. .3%) were always used.0 .7 Total 60 100.3%) were mostly and12 (20. 11(18. a 16 (26.0%) were neither satisfied nor dissatisfied.0 Neither Satisfied nor Dissatisfied Satisfied 18 16 30.3 Upto what extent are you satisfied with the quality of milk? Frequency Percent Highly Dissatisfied 3 5.0%) were used occasionally.7 Highly Satisfied 11 18.3 Above Rs.2 What is the price of the milk used by you? Frequency Percent UptoRs. Frequency of using Aanchal Milk Table 4. Moreover.0 26. Out of 60 respondents interviewed. 12(20%) respondents were dissatisfied and 3(5.3 Total 60 100.3 depicts the satisfaction of respondents about the quality of milk used by them.4 depicts the use of respondents about the use of anchal milk by them. 40 per ltr 16 26.Table: 4. 16(26. 12(20%) respondents were dissatisfied and 4(6.3%) were satisfied and 12(20. Table: 4.4 How frequently do you use Aanchal milk? Frequency Percent Always 11 18. Moreover.3 Neither Satisfied 12 12 20.0%) were neither satisfied nor dissatisfied.3 Mostly 8 13.0 Highly Satisfied Total Satisfaction about the shelf-life of Aanchal milk products Table 4.0 Rarely 13 21.0 20.Table: 4.5 How satisfied are you about the availability of Aanchal products in the market? Frequency Percent Highly Dissatisfied 15 25.3 Occasionally 12 20.7 100.7%) were .7 Never Total 16 60 26. The data illustrates that 13(21.7%) were highly satisfied about the availability of Aanchal Milk products in the market place.0 Dissatisfied 17 28. Out of total 60 respondents interviewed.5 shows the satisfaction of respondents about the quality of milk used by them.7 60 100.0 4 6.0 Satisfaction about the availability of Aanchal products in the market Table 4. 15(25%) were highly satisfied.6 reports the satisfaction of respondents about the capability of storage/shelf life of milk used by them. 17(28. 3%) were neither and26 (43.0 100. Table: 4. 11(18.3%) were satisfied.7 Dissatisfied 17 28.0 Satisfaction with the price Table 4. Hence it is evident that majority of the respondents were dissatisfied with the durability of aanchal milk. Out of 60 respondents interviewed.3 Neither 10 16. 20 (33.0 18.3 Satisfied 26 43.0 . 17(28. Moreover.3%) were dissatisfied and 10(16.7 illustrates the satisfaction of respondents about the quality of milk used by them.3%) were highly satisfied.3 Highly Satisfied 20 33.6 How satisfied are you about the shelf-life of aanchal products? Frequency Percent Highly Dissatisfied 13 21.7 Satisfied 14 23.7 How satisfied are you with the prices of aanchal milk in comparison to other products? Frequency Percent Dissatisfied Neither 3 11 5.7%) were neither satisfied nor dissatisfied. Table: 4.3 Highly Satisfied Total 6 60 10.highly dissatisfied.3%) respondents were satisfied and 6(10%) were highly satisfied.3 Total 60 100. 3(5%) were dissatisfied. Moreover. a 14(23. 6(10.3 60 100.0 Good 15 25.9 depicts the satisfaction of respondents about the quality of milk used by them. Table: 4.3%) were very good.7 20.Taste of Aanchal Milk Table 4.0) were good and 2(3.0%) were average.8 depicts the satisfaction of respondents about the taste of aanchal milk in comparison to the other milk brands. 15(25.%) were poor and28(46.0%) were very poor. 12(20. Out of 60 respondents interviewed. 8(13.3.7 Good 16 26.7 .0 Poor 8 13. Out of 60 respondents interviewed.0 Average 27 45.3 Average 28 46. 4(6.7%) were average 16(26.0 2 3. Table: 4.3%) were very good.0 %) were poor and 27(45.9 How do you rate the packaging of aanchal milk in comparison of other milk products? Frequency Percent Very poor 6 10.7%) were very poor.0 Very good Total Packaging of Aanchal Milk Table 4.8 How do you rate the Taste of aanchal milk in comparison of other milk products? Frequency Percent Very poor Poor 4 12 6.7)were good and 2(3. 3 60 100.3)were good.11 How do you rate the product range of aanchal in comparison of other milk products? Frequency Percent Very poor 10 16.10 depicts the satisfaction of respondents about the quality of milk used by them.%) were poor and18(30. 12(20.0 Good Total 20 60 33.0 Average 18 30.0 Ingredients Table 4. Out of 60 respondents interviewed.0 .0 Total 60 100.7 Poor 9 15.3 100.3 30. 9(15. 10(16.11depicts the satisfaction of respondents about the quality of milk used by them.3%) were average and 18(30.0%) were average & 20 (33.0 Average Good 26 18 43.0 Product Range Table 4.0%) were poor and 26 (43. 7(11.Very good Total 2 3.7 Poor 12 20.7%) were very poor.10 How do you rate the ingredients of aanchal milk in comparison of other milk products? Frequency Percent Very poor 7 11.7%) were very poor. Table: 4. Out of 60 respondents interviewed. Table: 4.0%) were good. 6. the analysis of the data revealed that around one fourth (26. Therefore. 18% were neither Satisfied nor Dissatisfied and the rest were dissatisfied about the quality of aanchal milk. majority of the consumer have considered the durability of aanchal milk as weak i.CHAPTER 5 FINDINGS AND RECOMMENDATIONS The results from the analysis of the data collected on the various aspects of consumer satisfaction towards the aanchal products during the field surveys can be summarized as follows: 1. 8. It has been noted from the results that 27% of total respondents were satisfied. It has also been reported that majority of the respondents were not satisfied with the availability of aanchal milk products. Ananda is the dominating milk brand in Srinagar Garhwal Region. The market share captured by the aanchal milk products amounts to about one-fourths of the total market of milk in Srinagar Garhwal. the . Majority of the respondents surveyed were using the milk with price up to Rs. its product range were rated as good by most of the consumers.3% were using it always. Moreover. Aanchal and Amul stood at number three on the brand popularity scale. 35 per liter. majority of the consumers were neither satisfied nor dissatisfied with the taste of the aanchal milk. Further. However. 4. 2. Aanchal milk was rated average in respect to its packaging and ingredients whereas. 7. it cannot be stored for longer hours. However. 3. Further.7%) of the total consumers surveyed have never used the aanchal milk 18. the consumers were found satisfied about the prices of aanchal milk products. 5. e. The strategy should incorporate effective supply chain management. The retailers were of opinion that if the management of aanchal dairy focuses on the timely delivery. 3. better sales promotion schemes and better margins to the retailers it could become the best-selling milk brand in Srinagar Grahwal area. . The present study was based on 60 samples only. Limitations of the Study: 1. Further. The reason being that the Aanchal dairy are not using any chemicals to maximize the shelf life of milk products but this remains a lack of information among the customers. The study was conducted in Srinagar town only. the company can focus and expand its business. 2.firm should devise effective strategies in increasing the sales of their milk products. Therefore. The majority of the customers are satisfied with the price so it has been suggested the standard and affordable price has to be maintained. a close talk with some of the retailers of aanchal milk revealed that despite the good quality and better taste of the aanchal milk it could not attract the significant consumers due to its poor marketing. So this study was limited to this town only and it‟s a representative town in Pauri district. better marketing strategies. The views of the people are biased therefore it doesn‟t reflect true picture. advanced level of promotions and projecting the products as a potential brand. Majority of the Aanchal dairy customers are expecting some more dairy products from the company. lesser commission to the retailers and inadequate supply timings. Customers are also expecting more quality from the brand so that the brand can also develop its sales. sheltering. we play a vital role in the health of the economy local. a consumer may purchase. for instance in the preparation of food and sweet items. evaluating and disposing of products and services. its production is low. national and international. compared to other developed countries. and how much to purchase. One of the most important constraints among the consumers is that we use a variety of products on regular basis food. He must also know the time and the quantity of goods and services. but in terms of per capita availability (gm/day). from where to purchase. In this competition consumer is playing major role. every company investigates the consumer behaviour and thus learn the marketing strategies. why to purchase. transporting education. where they buy it. In order to become a successful marketer. The term consumer behaviour is defined as the behaviour that consumer exhibits in searching for purchasing.CHAPTER 6 CONCLUSION India is the largest producer of milk in the world. he must know the liking or disliking of the customers. clothing. when they buy it. equipment. how they evaluate it after the purchase and the impact of such evaluate on future purchase and how they dispose of it. All the marketing process starts with the consumer and hence the consumer is a very important person to a market. and serves the consumers as directly as multiple product and for multiple industrial products. There are numerous questions that include what they buy it. . using. As consumers. Milk is an essential commodity required on a daily basis. The decisions of consumers may affect the employment of workers and the deployment of resources. Presently FMCG market is very competitive in the world. Consumer decides what to purchase. for whom to purchase. the success of some industries and the future of other. how often they use it. so that he may store the goods or provide the services according to the likings of the consumers. preferences. “consumer is the supreme in the market”. motivation that propels them to buy a particular brand product in the market. In this sense. Thus. . a marketer must understand the implications of the behavior of the customer‟s towards the products so as to gain maximum insight about their attitudes. The manufacturers produce and the sellers sell whatever the consumer likes. Singh. David L-Loudon & Albert J. New Delhi: Pearson Education. Implementation.. Indian Journal of Marketing. 5. Planning. New Delhi: Prentice Hall of India Pvt. New York: Rinehart and Winston. Kollat. 4. Insdale. Cardiff. D. (1991) Marketing Management .Schiff man Leon and Kanuk. Asia. New Delhi: Deep & Deep Publications. Illion: Dryden Press. James F. John A. (1978) Consumer Behaviour. Della Bitta (1991) Consumer Behaviour (Fourth edition). 8. and Control. 6. J. Engel. 9.D. . Ltd. International Edition. Roger D. Blackwell. (3rd Ed).. Inc. 7. and Raghbir Singh (1981) “A Study of Brand Loyalty in India”. Still and Norman A. 3. (1989) Consumer Behaviour. Richard R. Raghbir Singh. and black well. Kollatt and R. International Editions. (1989) Marketing and Consumers Behaviour. Ltd. (2002) Principles of Marketing.BIBLIOGRAPHY 1. Phillip Kotler and Gray Armstrong. New Delhi: McGraw Hill.P Govani. (1994) Consumer Behaviour (Fifth Edition). Edward W. New York: Prentice Hall. 2. (1968) Consumer Behaviour Holt. (VII Edition). New Delhi: Prentice Hall of India. New Delhi: Prentice – Hall of India Pvt.Analysis. 10. Howard. J. Philip Kotler. 11(7):15-21 (July). (1985) Fundamentals of Modern Marketing. Engel. David T.. Upto what extent are you satisfied with the quality of milk? (a) Highly Dissatisfied (b) Dissatisfied (c) Neither (d) Satisfied (e) Highly Satisfied 4. Which brand of Milk do you use? (a) Ananda (b) Paras (c) Param (d) Aanchal (e) Amul 2.QUESTIONNAIRE 1. How do you rate the Taste of Aanchal milk in comparison of other milk products? (a) Very poor (b) poor (c) Average (d) good (e) Very good 9. How frequently do you use Aanchal milk? (a) Always (b) Mostly (c) Occasionally (d) Rarely (e) Never 5. How do you rate the ingredients of Aanchal milk in comparison of other milk products? (a) Very poor (b) poor (c) Average (d) good (e) Very good 11. 35 Per Ltrs (b) Between Rs. How satisfied are you about the shelf-life of Aanchal products? (a) Highly Dissatisfied (b) Dissatisfied (c) Neither (d) Satisfied (e) Highly Satisfied 7. What is the price of the milk used by you? (a) Upto Rs. How do you rate the product range of Aanchal in comparison of other milk products? (a) Very poor (b) poor (c) Average (d) good (e) Very good . How do you rate the packaging of Aanchal milk in comparison of other milk products? (a) Very poor (b) poor (c) Average (d) good (e) Very good 10. 35 to 40 Per Ltrs (c) Above Rs. How satisfied are you with the prices of Aanchal milk in comparison to other products? (a) Highly Dissatisfied (b) Dissatisfied (c) Neither (d) Satisfied (e) Highly Satisfied 8. 40 per ltrs 3. How satisfied are you about the availability of Aanchal products in the market? (a) Highly Dissatisfied (b) Dissatisfied (c) Neither (d) Satisfied (e) Highly Satisfied 6.
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