Customer Satisfaction @ Model Dairy

INTRODUCTION

Early morning millions of Indians wake up to find their daily requirements of

milk waiting at their doorsteps. Across the country, the Vijaya range of dairy

products milk butter cheese, Gee, Spread find their way into millions of home in the

metros, cities, towns and even the teeming rural populations.

Milk is the nourisher of life. And it was this elixir that brought forth-

significant changes in the lives of the people of Andhra Pradesh. It changed the way

of people looked at life in rural India. But most of all, it renewed their hopes and

raised their aspirations. And so when the white revolution looks place, nothing could

stop the flood.

People from all walks of life joined the young and the old, women, men, and

children and a movement had begin, Heralding a new dawn for the people, whole

lives now took on a different meaning.

The main thrust was not in just supplying, milk but also living opportunities to

improve the quality of rural life. And may be for the first time allowing them to

dream.

1

CUSTOMER SATISFACTION

Customer satisfaction is an abstract concept and the actual manifestation of the

state of satisfaction will vary from person to person and product/service to

product/service. The state of satisfaction depends on a number of both psychological

and physical variables which correlate with satisfaction behaviors such as return and

recommend rate. The level of satisfaction can also vary depending on other factors

the customer, such as other products against which the customer can compare the

organization’s products. The usual measures of customer satisfaction involve a

survey with a set of statements using a Likert Technique or scale.

DEFINITION

According to Peter Drucker, a company’s first tasks are “to create customers”.

Today’s customers face a vast array of product and brand choices prices and suppliers

making it difficult for them to make choice. It is believed that the customer estimated

which offer delivers the maximum vale. Customers are value maximizes with in the

bounds of search costs value and act on it. Whether or not the offer lives up to the

value expectation affects both satisfaction and repurchases probability.

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NEED FOR THE STUDY

Since the time Milk and Milk Products occupied a prominent position in your

diet as well as our socio-cultural rituals, Milk is considered to be the important food

among all the food products. It is the best source of nutrition, in fact and it is a

complete food consisting of proteins and vitamins.

Milk is used for different purpose in our daily life, in highly developed

countries, milk and it its products constitute and important part of daily diet of people.

Therefore those people enjoy freedom from diseases concerned with, malnutrition,

which is commonly found in our country.

Indian economy is dominated by agricultural sector. Dairy land animal

husbandry forms are very important activity of its farmers. India’s carry out their

agriculture through out the year. Certain activities such as dairying sheep rearing,

poultry etc are to be taken up by the farmers to learns their livelihood.

Major part of milk is produced in rural areas where as the demand for lit is

from the urban side. The urban areas have high density of pollution, which is

engaged in non agriculture activities, hence the urban people have to depend upon

rural areas for the supply of milk generally the urban consumers receive milk from

private milk venders who come from villages to supply milk.

Dairying in India remained an un-organized industry till the end of 19 th

century being restricted to rural production centers due to lacks of chilling,

processing, and transport and marketing facilities.

Milk is essential product for making Milk, Curd, Butter, Ghee etc are used

everyday by everyone home, so these products should be available in a required time

for the people. When these products are essentially the production concern has to

produce in required time if it has to produce in a required time its business has to run

smoothly.

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OBJECTIVES

1. To study the factors that lead to customer satisfaction

2. To study the customers opinion on the quality of products and services

3. To analyze customer assistance render by Model Dairy sales persons.

4. To study the aspects relating to maintenance and cleanliness of products.

5. To find out the preference of “Model Dairy” products in Eluru and

Viajayawada areas.

6. To find out the factors which influence the customer’s purchase decision.

4

METHODOLOGY: The data collected for the preparation of the dissertation is gathered from to

sources which include primary and secondary.

Primary Sources of Data:

Majority of primary data is gathered by making a sample survey of 100

Respondents. The summary was carried out in Vijayawada City during the

month of May to June 2015 .

Secondary Sources of Data:

A part of the data is also gathered through the secondary source which

includes company website, magazines and other published articles and text

books.

SAMPLE SIZE:

Sample size is taken up to 100 respondents

SAMPLE DESIGN:

Simple random sampling technique has been followed to select customers of

Model Dairy ,Vijayawada.

SAMPLE TECHNIQUE

Percentage method is chosen as a statistical tool for analyzing the data that is

collected from customers.

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LIMITATIONS

Every study is conducted under some limitations. Some of the limitations of

the study are as follows:

Time is an important limitation. The whole study was conducted with a period

of two months and a sincere attempt was made to collect the information to the

maximum possible extent.

1. Some of the customers did not respond properly and refused to give correct

information as they were unaware of it and they were not interested to reveal

the facts because of their busy schedule.

2. Time period is short that in 2 months, within this time the more data could not

be collected.

3. There is no satisfactory response from the Company outlets.

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INDUSTRY PROFILE

INDUSTRY SCENARIO

India is known to be an agricultural economy. Indian Agriculture supports

about 65% of its population. Dairy and livestock sectors play a pivotal role in India’s

Agro based economy. Animal husbandry and dairy development has greater

prominence in Rural Economy. The dairying is subsidiary to agriculture and practiced

since time immemorial.

Milk is the leading agriculture produce and world’s most important and

versatile food. There was no market facility for the surplus milk produced in village in

the olden days. The market was in the hands of a middleman called vendor who

operates between producer and consumer in those days. The producer was exploited

by the vendors.

The marketable surplus in the rural area and the rapid urbanization in the

country led to organize projects for surplus milk procurement from the villages and to

supply pasteurized liquid milk to the needy urban and semi-urban consumers.

Government of India realized the necessity of increasing milk production and

bi-products there by availing substantial job opportunities to the urban and rural

community. The government has also recognized the need for getting of additional

income and employment opportunities to the rural and urban people.

The Government of India has focused much more attention on Dairy

Development programmer by allocating more funds in the IV and V five year plans.

The Government of India during 1970 have launched massive programmer i.e.,

OPERATION FLOOD.

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OPERATION FLOOD PROGRAMME IN INDIA

In order to build a viable and self sustaining national dairy industry and

cooperative lines the NDDB launched a project christened operation Flood mobilized

from the sale of products based on foreign food donations in the form of skim milk

powder and butter oil. Operation Flood, the largest development programmed under

taken in the world, was initiated closely on the heels of Green Revolution in title

country. Against the back drop of huge surplus of milk production in the highly

developed milk producing countries in the west and dwindling per capita. Milk

availability at home with its pledge to provide milk to one and all, it was considered

the world’s largest dairy development programmer. It spurred the Indian dairy

Industry to launch a “White Revolution”.

The establishment of milk producers off co-operative societies to link dairy

development with milk marketing formed the central plant of the project which gave

into a vigorous milk co-operative movement under the basis of NDDB. This was

a unique development effort which was initiated at the grassroot level the villager and

went up to the “Dairy Federation” of a stale with its operational effectiveness

ascending at every step.

According to the agreement signed by world Food Programme ( WFP) and

Government of India, the WFP will arrange to supply 1,26,000 metric tones of buffer

oil which the corporation will handle on behalf of the Government utilization of

commodities would generate funds estimated at It’s.954 millions during lie project

period. These funds are to be invested in the plan of operations agreed by the WFP in

government.

The project aims at the improvement of milk marketing in the organized sector

especially in the four major cities extended over ten states i.e., Punjab, Haryana,

Rajasthan, Utter Pradesh, Bihar, West Bengal, Tamil Nadu, Andhra Pradesh,

Maharashtra&Gujarat.

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Phase Operation Operation Operation

Flood-I Flood-II Flood-III

Duration July 1970 to April 1975 to April 1985 to

March 1975 March1985 March 1990

The importance of dairy development in India was recognized internationally

in the holding of the 58th Annual Session of the international (IDC) at New Delhi in

1974. The 19th International Dairy Congress was a particular significance to India as

its main theme was “Dairying as an Instrument of social and Economic Change”.

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NATIONAL DAIRY DEVELOPMENT BOARD (NDDB)

At the time of industrialization at cattle feed factory at kanjari in October,

1964. The late Shri Lal Bahadur shastri, the Prime Minister of India paid an

unscheduled visit to milk production co-operative societies and stated there overnight.

He was impressed by the socio-economic changes brought by milk co-operatives in

Krishna District, And desired to have a National Dairy Development Board is the

Chief Executive of the organization who is supported by professionals to carry out

board’s activities.

Thus the NDDB was setup under the empowerment of ministry of agriculture

and irrigation, government of India in September 1965 under the society registration

Act 1860 and the Bombay Trust Act, 1950. The president of India nominates the

Board of Directors including chairman, secretary; NDDB is the chief of the

organization.

DAIRY INDUSTRY IN INDIA

India has the world’s largest cattle and buffalo population adapted to tropical

climate and poor nutrition and environment. According to Livestock census 1982,

India’s bovine population was 191 million cattle and 69 million buffaloes. The

forecast for 2000 A.D is 204 million cattle an 78 million buffaloes. Milk production

gives employment to 70 million dairy farmers. In term of total production India ranks

2nd to USA with a production of 71 million tons in 1997-1998. The production of

various dairy products in 2002, 428 (000’metric tones).

APDDCF was formed in October 1981 to implement operation flood-II

program through involvement of producers in organizing milk production

procurement, processing and it will low due to rapid population growth. It was 178

grams/day in 1990. There was only an increase of 50 grams per day from 1980 to

1990. It is expected that milk availability will reach 213 gram/capita/day by 2000

A.D as against 300 grams, the optimum recommended by the health scientists. Today

India ranks first in milk production in the world.

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Dairy Plants in India

In this section dairy plants are listed alphabetically and region wise, including

liquid milk plants and product manufacturers, both Western and indigenous, in the

public cooperative and private sectors. The address, phone and fax numbers, list of

products manufactured and capacities and other details of these plants can be obtained

from Dairy India 1997 or from us.

1. Dairy Plants in Northern India

2. Dairy Plants in Eastern India

3. Dairy Plants in Southern India

4. Dairy Plants in Western India

NORTHERN INDIA

States No. of Companies

Chandigarh 1

Delhi 18

Haryana 23

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EASTERN INDIA


Andaman & Nicobar 1

Assam 2

Bihar 8

Madhya Pradesh 10

Manipur 1

Mizoram 1

Nagaland 1

Orissa 4

Sikkim 1

Tripura 1

West Bengal 18

SOUTHERN INDIA


Andhra Pradesh 24

Karnataka 18

Kerala 2

Pondicherry 2

Tamil Nadu 10

WESTERN INDIA


Goa 2

Gujarat 45

Maharashtra 71

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A.P DAIRY DEVELOPMENT CO-OPERATIVE FEDERATION

APDDCF was firmed in October 1981 to implement operation flood-II

program through active involvement of producers in organizing milk production,

procurement, processing and marketing on “three-tier” cooperative structure as per

the national policy of Government of India.

The three-tier system consists of primary dairy is operative societies at village

level, co-operative unions at district level and federation at the state level.

ROLE OF DAIRY CO-OPERATIVES:

The milk co-operative of India had a many impact on the economic social life

of the district within which they operate. Apart from providing supplementary

income to the milk produces, the liquidity generated by the scale of milk has also

began to transform the nature of agricultural economy had help in certain cases,

entrepreneur families to start commercial ventures in various emerging small town of

the district. Over the year as the milk co-operative penetrated deeper in to social and

economical hierarchy of roller communities, they own compos ion began to change.

Then they come to have, in a increasing number. Marginal and small land holders as

members the principle on which they are based helped them to build gradually a

demand responses relationship between themselves and there office-bearers and

bureaucracy at various levels of administration. This Co-operative Dairying also

provided women with new roles and functions in animal health are, health and

hygiene for there families and in an increasing measure, participation in various

decision making bodies connected with dairying. Dairy Co-operatives also fit most

appropriately in the country’s programme as increasing milk production income, rural

employment and distributive justice. With the help of Dairy co-operatives the annual

milk production has more than doubled in last two decades from about 19.6 million

tones in 1969-70, to the level of 43.9 million tones during 1986-97 the milk

production was 46.1 million tones during 1987-88 which exceed the target of 45.9

million tones in 1988-89. For these reasons the Dairy Co-operatives are turned as

“CATALYSTS” for economic and social change rural India.

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COMPOSITION OF MILK AND LEGAL STANDARDS:Milk is defined as lacteal secretion obtained from the animal 15 days before

and 5 days after parturition.

P.F.A. Standards of Milk:

Cow milk : 3 to 4% fat, 85 to 90% S.N.F.

Buffalo Milk : 5 to 6% fat, 90% S.N.F.

Toned Milk : 3% fat, 8.5% S.N.F.

Doubled tone milk : 1.5% fat, 9% S.N.F.

Standardized Milk : 5.4% fat, 8.5% S.N.F.

AVERAGE COMPOSITION OF MILK:

COW BUFFALOW

WATER 86.6 84.2

FAT 4.6 6.6

PROTEIN 3.4 3.9

LACTOSE 4.9 5.2

ASH 0.7 0.8

BACTERIOLOGICAL STANDARDS:

SPC/ML GRADE

Not exceeding 2,00,000 Very Good

Between 2.10 lakhs Good

Between 10.5 lakhs Fair

Over 50 lakhs Poor

HUMANIZED MILK:

According to the US public health service, manner has to insure breakup of the

fat globules to such an extent that after 48 hours quiescent storage visible cream

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separation occurs on the milk and the fact percent milk in the top 100ml of does not

differ by more than 10% of it itself from the remaining milk. Fat globule size – 2 per

disc.

PLANNING INVESTMENT IN OPERATION FLOOD-II

I plan - 34.43 Crores

II plan - 247.53 Crores

III plan - 187.00 Crores

IV plan - 349.17 Crores

V plan - 1166.00 Crores

VI plan - 600.00 Crores

VII plan - 1700.00 Crores

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Milk Products

The surplus milk after meeting requirement of the liquid milk is being

converted into products like food, milk powder, Ghee, Butter, Sterilized milk,

doodhpeda, etc. All these products subject to strict quality control before being

dispatched.

The A.P Dairy Development Federation has got 6 product-manufacturing units

in the A.P., namely:-

1. Milk Products Factory, Hyderabad

2. Milk Products Factory, Chittor

3. Milk Products Factory, Nandyal

4. Milk Products Factory, Proddutoor

5. Sangam Dairy, Vadlamudi

6. Milk Products Factory, Vijayawada.

The marketing division of the federation is doing marketing of the milk

produced by the above units. Public relations advertisement, training are controlled

by the Joint Director (Training & Marketing). The marketing wing consists 38

members of employees presently.

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DAIRYING IN ANDHRA PRADESH

The program of dairy was initially started with the commendable help of the

United Nations International Children’s Emergency Fund (UNICEF), Food and

Agriculture Organization (FAO) and Freedom from Hunger Campaign Organization

of the UK. These organizations assisted a lot of establishment of dairy units at

Hyderabad and Vijayawada’s in 1967 and 1969, respectively which led to pioneer

dairy development program in Andhra Pradesh. Later a set of cooling and chilling

centers have been setup to feed these gigantic units.

The milk producers have been facing eith a lot of problems in the process of

production and marketing of milk, improper transport facility, poor technology, and

absence of price particularly during flush period etc., It was at this context the

Government of Andhra Pradesh has viewed to constitute a dairy development

corporation. More than 3.5 lakhs milk producers get 20crore rupees per annum for

supplying of milk of which 69% of total benefices belongs to small and marginal

farmers, agricultural labour and other weaker section of the rural community.

With all these efforts by APDDC and NEED today Andhra Pradesh has an

excellent potential for production with progressive farmers who are more receptable

to the new technology and scientific practices. The estimated milk production is

40lakhs liters per day. Today a strong wave of white revolution is sweeping creating

a new hope of eliminating socio economic imbalances. Andhra Pradesh is poised to

be the Dairy land of India playing an important role on the National milk grid.

With the implementation of operation flood II program in Andhra Pradesh the

tempo of dairy development has gained a momentum providing a thrust to eradicate

poverty and unemployment in rural areas brought greater awakening and confidence

among the producers to manager their own affairs through dairy cooperatives of

Andhra Pattern. The Dairy federation is marching ahead with dairy cooperatives to

herald a new era of prosperity.

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Financial Assistance

The National Cooperative Development Corporation (NCDC) has been

providing financial assistance to dairy cooperatives for organizing medium and small

sized dairy processing plants and milk chilling centers. The corporation has

sanctioned a total loan assistance of Rs.633 lakh for establishment of 29 cooperative

dairy units comprising 17 chilling centers and 12 cooling centers.

Dairy Industry in Krishna District

Dairy occupies second place in earning livelihood next to agriculture in

Krishna District, as the cattle wealth in this district is more. The Dairy Development

Union after changing different management systems is now stepping into cooperative

sector to help the small and backward farmers by making them members of the union.

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Genesis

Krishna District with its large area claims notable place in agricultural

activities. It is a long time aptitude for the agricultural farmers to possess dairy cattle

along with cattle for agriculture. This aspect has drawn the attention of the officials

of UNICEF, FAO and Government of India. After analyzing the dairying prospects,

they expressed the view that there could be bright future for dairy scheme in Krishna

District. Accordingly a survey was undertaken to explore the market for surplus milk

in 1960-1961. This marks the first step in developing the dairy industry in the state.

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COMPANY PROFILE

Model Dairy is being established in NIDAMANURU, near Vijayawada,

Krishna District that is 10kms away from the Vijayawada city. The area covered

under the Dairy is 2 acres, which is adjacent to the national highway of Viajayawada,

Calcutta National Highway No.5. The greatest advantage of the locality is its

proximity to both production area and marketing area. The area also has the

advantage of hygienic surroundings with absolutely no pollution and excellent

drainage facilities. It also has the facilities of regular power and water supply.

The production potential of the area is very high. Statistics reveal that only

30% of the milk production in the district in being procured and handled by the

Krishna Milk Union. More than 40% of it is being handled by vendors and very small

scale organization. Therefore procurement of milk may not be a problem and does

not in any way disturb running or operative and organized sector. The area has a very

large marketing potentiality also, with a city like Vijayawada and large towns like

Guntur, Eluru etc. The growing demand in these areas provides potential for market.

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BIO-DATA OF THE DIRECTORS:

Sri. P. Dhana Prakash: Managing Director.

Mr. Dhana Prakash is 40 years a dynamic M.B.A. Post Graduate. He is holding the

shares in several companies along with management of M/s. Model Gratings Pvt.

Ltd., and M/s. Supreme wires and Granite line of activity from 1988. He is in

executive and managerial activity and he has got good contact with the farmers in the

near by villages of Gannavaram area. He came from agricultural family and having

agricultural lands in Jaggaiahpet area, Anantapur district and Bellary District. He is

very much interested in agricultural and in food products. He is holding several

companies shares in the self-management companies like M/s. Model Steel Pvt. Ltd.,

Model Gratings Pvt. Ltd., Model Alloy Steel Pvt. Ltd., Supreme Wires and Pearl

Granites etc. and he is looking after - to – day affairs.

WHAT DOES MODEL DAIRY ASSURES? OR QUALITY IS

THE KEY:

Quality products with a large choice. Fluid milk will be marketed with many

compositions so that the consumers have great choice of selection according to

“Quality” the main motto of the Dairy is “Quality” Model Dairy assures high on the

needs. The various products marketed will be:

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WHOLE MILK:Fresh, pasteurized whole milk with full fat and milk solids and processed very

hygienically with minimum bacterial load.

STANDARDIZED MILK:

Fresh, pasteurized to a fat percentage of 4.5 and SNF of 8.5%.

TONED MILK:

Pasteurized and standardized to 3.0% fat and 8.5%

HOMOGENIZED MILK:

Standardized milk will be homogenized using a two-stage homogenized,

which consists of value, which affectively breaks down the fat globules and inhibit

clumping of fat globules. This increases the total surface area covered by the fat and

there by the apparent of milk increases. The result is a very thick and vislows milk,

more whiter in color and is part from thickness is that no cream layer i.e., formed

even on storage and consistency of milk remains constant and uniform. The only

disadvantage is that fat can not recovered from the returned milk. Homogenized milk

forms soft curd which very palatable and easily digestible.

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SAFELY ASPECTS:

All Model Dairy products are properly pasteurized to ensure complete

destruction of all pathogenic organisms. Processing is carried out under extremely

hygienic conditions avoiding contamination.

CONVENIENCE ASPECTS:

Model Dairy products will be brought in convenient size and shape packaging

and will be delivered at home at very early hours at the day. This avoids unnecessary

confusion at the booth and lot of inconvenience to the customers.

NOTE:

Regular and timely supply of fresh, whole some and hygienic products is the

aim of the Model Dairy.

CAPACITY:

The company has got installed capacity to handle 50,000 ltrs per day.

INFRASTRUCTURE:

The company having 3500 sq.ft. R.C.C. building and vacant land of 2.0 acres

in good environment location.

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WATER:

There is plenty of under-ground water, without any hardness. The unit is

situated between the Budameru channel and Rivas water channel. Water will be

available with in a depth of 20fts. And the water will be available without any

additional cost.

POWER:

The electricity of H.T. and L.T. will be available immediately and easily as the

new substation of H.T. supply is under construction at Nidamanuru below 500mts.

Distance and their will not be any additional; cost in electricity line and the unit is

going to have a separate line from substation for uninterrupted supply.

SERVICES AND DISTRIBUTION:

The management has planned to sachet-packet milk to door delivery through

closed vans in area-wise in bulk through sealed cans to hotels and canteens and needs

by way of mini-vans.

SUBSIDY:

The unit has got the provision of capital investment of 15% and 25% of power

subsidy for 3 years and 100% sales tax subsidy for 5 years or 100-fixed capital cost

which ever is lower.

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EQUIPMENT1. Chain conveyor: Is required for moving the cans mechanically from the point

of reception on the dock to the weigh bowl.

2. Weigh Bowl and dump tank: The cans are removed from the conveyor and

milk is transferred to the weigh bowl which then passes into the dump tank

after the weigh is registered.

3. Milk Pumps: At various stages of processing, milk pumps are being used to

pump milk in or out of the equipment. Pumps with various HP motors are used

to suit the capacity of the equipment. (1 H.P. and 3 H.P.motors)

4. Can Washer: for efficient and fast cleaning of cans, the rinsing to water

rinsing, alkali rinsing all take place in an orderly sequence.

5. Plate chiller: The milk from the dump tank is chilled in a plate chiller to less

than 10 degrees centigrade to retard the bacterial growth. The chilled milk is

store in a strong tank at this temperature until it is pasteurized.

6. Stored in Strong Tanks: Of 50,000 liters capacity, milk is storage tanks until

next operation is commenced i.e., before and after pasteurization, chilling etc.

7. Pasteurizer: A plate heat exchanger is used as pasteurized to pasteurize milk to

72 degrees centigrade and the milk is held at this temperature for 15 seconds

and is immediately cooled to 5 degrees centigrade. The pasteurizer consists of

5 sections: Registration, the heating section, the holding section, the second

regeneration section and the cooling section. This ensures good regeneration

capacity and saves energy.

Capacity ---------------------- 5000 LPH.

8. Cream separator 1000LPH

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A portion of milk is subjected to separation to remove excess fat from the

milk. The skim milk is added back to whole milk after calculating the

required amount.

9. Packaging machine: Double headed – 4800 LPH.

The pasteurized milk is packed in 500 ml. Packs in a double-from fill-seal

packaging machine.

10. Cold Store: The cold store, which maintained at temperature of around degree

centigrade is used for storing milk after packing until dispatch.

11. Homogenizer: 1000LPH capacity. It is carried out to break the clumps of fat

globules and to reduce the fat globule size carried out at temperature of around

55-60 degree centigrade and pressures 2500ps in the 1st stage and 500ps in the

2nd stage.

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CHOOSE OF EQUIPMENT

In Indian Dairy machinery has got equal standard with imported one. In this

widely scattered Market as follows: Some leading companies are supplying in

unbelievable. They are

1. ALFA-LEVEL INDIA LTD., PUNE.

2. H.M.T. LTD.,

3. FILTRAN ENGINEERS (P)., PUNE.

4. JECTRON ENGINEERS (PO) LTD.,

The above companies are supplying each and every item. In the above

suppliers, we have chosen ALFA a level India Ltd., for main machinery and M/s.

Filtran Engineers Co. for auxiliary equipment.

The hot water generate order was place on P.E.C. Engineers Ltd., who are the

experts in the boiler in Dairy Field.

The balance small S.S. Fabricants items will produced from KADAM

ENGINEERS, Satara, who are the leading fabricator in the Industry.

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FLEXIBILITY OF EQUIPMENT

As far as equipment was concerned in the company, it was more flexible to

make required items.

1. Skim milk (for slim and for Diabetes)

2. Toned milk with 3% fat.

3. Doubled toned milk with 1.5% fat and 8.5% SNF

4. Standardized Milk with 4.5% fat and 8.5% SNF

5. Whole milk with 7% fat and 8.5% SNF

6. Homogenized milk with 4.5% fat and 8.5% SNF

We can produce above items as required parameter of product mix and as per

market demand.

Regarding SNF soils not fat was standardized at 8.5%

There was flexibility to change the above percentage, but as per Indian milk

market normal supply will be at 8.5% SNF as far as Fat concerned we can supply with

required percentage as per orders.

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FIRM’S CONDITIONS

ASSUMPTIONS MADE FOR WORKING OUT PROFITABILITY AND CASH

FLOW STATEMENTS OF THE UNIT.

1. The unit is expected to complete civil works and install plant and machinery

by August, 94. Commercial production is expected for September 94.

2. Installed capacity:

Number of days ……………………… 365

Number of shifts ……………………. 3

Duration per shift ………………….. 8 hours

3. Turnover: 1 st year Rs.210.03 Lakhs including by products of Ghee for

Rs.40.09 lakhs. Whole milk Rs.8/- per liter Rs.169.94 lakhs per year.

4. The unit is assumed to work at 60%; 80%; 100% of installed capacity during

the first second and third years onwards respectively.

5. Raw milk costs at installed capacity is calculated as follows:

1. Raw milk (6% fat) ……………………. Rs.6.4 per liter

2. Agent Commission ……………………. Nil

6. Wages and salaries amount in Rs.3.40 lakhs during the first year; 4.08 in second

year and Rs.4.89 in third year and are increased by 20% every subsequent year

onward. The details are as follows:

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7. Power and fuel and water charges are calculated as follows:

First year 1.80 lakhs

Second year 2.28 lakhs

Third year 2.75 lakhs, on 75 HP Motors and other small consumptions

including maintenance of office buildings.

8. Administration and Misc. expenses are estimated at Rs.9.80 lakhs in 1st year;

Rs.11.83 in 2nd year and increased by the basis of the future optimism

drawbacks.

9. Depreciation has been calculated at 10% of building and 15% on plant and

machinery as per present existing company’s act.

10. Commission on sales has been provided at 0.25Ps. per liter on sales.

11. Interest on loan has been calculated as 15% per annum.

12. I.T. Provision calculated at a present existing act rates on companies at 60%

on profit.

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DETAILS OF PLANT AND MACHINERY AND ITS COST WITH

TAXES:

1. Can Tipping bar 0.10

2. Inline strainer 0.20

3. Can drip saver, can scrubber 0.30

4. S.S. Horizontal milk storage tank 2.90

5. Milk pumps 0.25

6. Milk pasteurization plant 3.25

7. Cream separator 1.06

8. Hot water boiler 1.00

9. Air compressor 0.40

10. Automatic for fill seal machine-2 nos. 3.95

11. Ice plant 9.00

12. Can with chambers and lid 2.80

13. Milk pouch states 1.00

14. D.G. set 75 KVA 2.00

15. Quality control equipment like testing kit

Centrifuge, milk test. MRI tester, glass ware etc., 1.00

16. Power wiring (75 H.P.) with control panel 0.80

17. Pipe lines (S.S) with fittings and insulations 0.80

18. E.T.P agitators and pumps 0.40

19. Electron and commissioning 0.50

20. Homogenizer machinery 7.00

21. Weight Brown and pump tank 0.60

22. Weight scale (electronic) 0.65

23. Balance tank and can washer 2.00

24. Contingencies 42.61

PROCUREMENT OF MILK

For the purpose of raw milk, there is a separate “Procurement section”. In this

persons to the activities of the procurement of milk smoothly and effectively there are

about 35 persons working in the head office of the section has been lead by a manager

31

who has to plan co-ordinate and control the procurement activity to augment with the

quality of milk.

METHODS OF PROCUREMENT OF MILK

Milk is received at Model Dairy through roots road tankers from chilling

centers. Vehicles used for direct route collection of milk are hired by the dairy

contract basis. This truck starts from the dairy early in the cases. A mode of

collection is similar to any collection under chilling centers. Whether it is Co-

operative society or not. The milk collected in the direct in the direct routes is carried

the dairy in canes. The trucks 8.05 a.m. to 10.05 P.M. time check note down the

arrival time of the trucks from the different routes. Model of payment is also similar

to any collection center or chilling center.

THROUGH ROAD TANKERS:

Milk from various chilling centers is receiving through road tankers presently

milk from 2 milk chilling centers is being received by road tankers besides the other

chilling centers, surplus milk from mofessil dairies is also being the flush season.

32

TESTING OF RAW MILK OR PROCURED MILK

The raw milk reception dock of Model Dairy is capable of receiving milk from

cans and milk tankers. The milk, which received at the Dairy through cans, is tested

for

1. Organoleptic test

2. COB Test

3. Acidity Test

4. Sodium Test

5. Temperature

The milk, which is positive for COB Test, is not allowed for processing. From

that, sample is taken for test and determination of SNF, if there are more than one

from the same co-operative society or collection center is give a code number for

recording the weight. The weighting clerk records the weight against the code

number.

The milk, which brought by road tankers is tested organolspitically by quality

control supervisor then the milk plunge red from about 15 minutes, to ensure through

test is drawn. If they found negative to test, another sample passed into processing

section through a pipe fitted with.

The milk producers co-operative societies thus registered of the 3,51,124

societies are having is estimated at Rs.40 lakhs funds to the tune of 46 lakhs of rupees

are at deposit with the societies.

33

PURCHASE OF RAW MATERIAL:

All the purchasers either material machines or stores are carried out by

purchase subsection. The duties of purchase section are as follows:

1. To purchase materials, equipment, suppliers as authorized under proper

recognized requisitions.

2. To obtain a material of uniform and standard quality.

3. To keep check the invoice on receipt with the purchase order and seen that the

quality set and price charged are properly.

4. To keep it well informed to the market rates, purchasing methods and normal

requirements of the company.

The purchase of the materials like stationary, paints, some spare parts required

are purchased from local market only other items like Ghee tins, chemicals firm

suitable firms are given due consideration. Glassware is first approved by C.D and

then only the order is placed.

For all purchases the purchase the department has to get the approval from the

appropriate authority. They are of the following nature.

34

NORMAL APPROVAL:

At times when used immediately material can be purchased with factory

manager’s approval. This is later ratified by approval. For every two liters of milk

one kg of feed for production purchase of necessary after maintenance with balance

diet through the feed. The health of the animal the milking period of animals and this

quality of milk will increase.

APPROXIMATE INGREDIENT COMPOSITION OF

BALANCEDFEED:

1. Grain 12-51%

2. Cakes 12-15%

3. Buns 15-20%

4. Extracted beans 20-25%

35

Organization Chart

Board of Director

Chairman

Managing Director

Deputy Director

Managers

Dairy Managers

Supervisors

Workers

Super skilled Skilled Semi Skilled Unskilled

36

THEORETICAL FRAME WORK

CUSTOMER SATISFACTION

According to Peter Drucker, a company’s first tasks are “to create customers”.

Today’s customers face a vast array of product and brand choices prices and suppliers

making it difficult for them to make choice. It is believed that the customer estimated

which offer delivers the maximum value. Customers are value maximizes with in the

bounds of search costs value and act on it. Whether or not the offer lives up to the

value expectation affects both satisfaction and repurchases probability.

People often feel that the most important part of marketing is selling, bust

selling is only the tip of the marketing iceberg. Competition between the companies

is intensifying over the years. A company sees its competitors as other companies

offering a similar product and services to the same customer at similar prices. To

overcome competition, customer satisfaction is a deciding factor.

Many companies are aiming for higher satisfaction because customers, who

are just satisfied, find it easy to switch when better offer comes along. High

satisfaction creates an emotional bond with the brand, not just a rational preference.

The results is high customer loyalty.

But is fact marketing is only one factor in attracting and keeping customers.

The best marketing department in the world cannot sell products that are poorly made

or fail to meet anyone’s need. The marketing department can be effective only in

companies whose various departments and employees have designed and

implemented a competitively superior customer value delivery system.

37

Customer and his Importance:

The essence of the marketing concept is that organization must adopt customer

– oriented features and focus their attention on building programs, offering and

strategies that satisfy customer needs or wants. Many organizations maintain their

focus on operation or product or sales efforts and there by get dislocated by mistaking

the means for the end. Successful perceptions of the people in how they view the

customer. Deep commitment to the customer is what distinguishes successful

marketers form laggards. The companies, which show extraordinary concern for the

customers never, forget that the customer’s attitude is the hall mark.

Hence Customer Are

‘People’ who are most important in any business.

Not dependent on business, business is dependent on them.

Doing us favour when they come in, we are not doing them a favour by

servicing them.

Apart of our business and not outsiders.

People come to us with their needs and wants. It is our job to fulfill them.

Deserving of the most courteous and attractive treatment we can give them.

38

Customer Satisfaction

Whether the buyer is satisfied after purchase depends upon the offer’s

performance is relation to the buyer’s expectations. Customer satisfaction can thus be

said us.

“Satisfaction is a person’s feeling of pleasure or disappointment resulting from

the comparing a products perceived performance (or out come) in relation to his or

her expectations”.

This statement makes it clear that satisfaction is a function of perceived

performance and expectations. If the performance falls short of the expectation the

customers are dissatisfied. If the performance matches the expectations, the customer

is satisfied. If performance exceeds expectations, the customer is highly satisfied or

delegated. Although the customer – centered firm seeks to create high customer

satisfaction, its main foal is to maximize customer satisfaction.

First the company can increase customer satisfaction by lowering its prices or

increase its services, but the result may be lower profits.

Second the company might be able to increase its profits by means other than

satisfaction.

Third the company has many shareholders, including employees, dealers,

suppliers and stockholders. Spending more to increase customer satisfaction

might divert funds from increasing the satisfaction of the other partners.

39

Customer Satisfaction Process

Brand loyalty and customer’s satisfaction on the other hand are almost

synonymous and their impact on market share is statistically verifiable. The

relationship between market share and shareholder value creation have been the

subject of considerable research over the years and linkages have been proven many

times.

The safe customers are those who are satisfied and not likely to move.

The habitual switchers are happy and still likely to switch.

The patient ones will stay on regardless but should not be taken for granted.

Their satisfaction can be improved profitably as they are inherently less likely

to switch.

The marketer is the most vulnerable with the lost category of people who are

not satisfied and also likely to move. This is a customer segment, which

sometimes results to efforts in diminishing returns to efforts to satisfy them.

However much you spend on them to keep back, by improving performance of

the product, you may still end up losing them any way.

40

Today’s customers are global and have high degree of need for cognition,

recognition, approval and respect. So many companies believe that customer

satisfaction can make the company more profitable to some extent.

It is real experience and a rich insight is to customer’s mind to hit the bull’s

eye with carefully designed marketing strategies.

A highly effective technique is to keep a check on buying habits, intentions,

self-images, spending patterns, customers and manufacturing in agency.

Listening and caring for customer develops a sense of belonging in then and a

soft corner for the company itself.

Higher customer retention index, customer lifetime value, loyalty and

satisfaction level increase transaction with the same customer again and again.

A highly effective system of communication helps in developing positive

attitude in customer mind about the company its offerings.

Marketers believe that if they make service a surrogate for the product, track

and solve the customers problem and do fellow up the service they provide,

lifetime customers can be developed.

It is an effective tool to keep competitors away our customer’s sight.

41

What marketing should do

Companies should establish a separate relationship market to prepare,

implementation and monitor their relationship marketing program.

Company should not rely totally on technical people but employ relationship

managers who well equipped with marketing, communication and

interpersonal skills.

An integrated marketing system is a per-requisite for building relationship

with customers. Companies should continuously search for value building

approaches through a system of quality management review process etc,

because by exceeding customer’s expectations, marketer can build a value-

laden relationship with customers.

As said before to satisfy a customer and to retain customer relationship

marketing is important. (Maintain relationship in the field of marketing)

II. RELATIONSHIP MARKETING : an Indian perspective

Relationship marketing has defined a new parading for itself. Sales

people today are not just meeting customer needs, they are anticipating

those needs and creating solutions for them.

42

Relationship marketing: an Indian perspective

Modern marketing calls for more than developing a product, pricing it,

promoting it, and making it accessible to the target customers. It demands trust, a

building force and a value added relationship with the customer to win their hearts.

Relationship marketing

The changes in business environment have to customer specialization, quicker

decision-making and the possibility of collaborative with competition for lowering

distribution costs. In this background various questions are being raised.

What can he do in the futures?

How do they create value for customer?

The new age marketing aimed at winning customer forever, where companies

greet the customers, create products to omit their needs, work hard to develop life

time customers through the principles of customer delight, customer approval and

customer enthusiasm etc.

Marketers care acknowledge, appreciate and empower the customer in a

number of ways like sending thank you cards, special occasion cards, complementary

two-way communication club marketing and membership programs. Special discount

cards developed customers database a large storehouse of customer’s personal profile,

preferences, intentions, invitation on special occasion in the company and so-on.

Constant improvisation, shift from marketing myopia to marketing hypermetropia,

provision of additional services and utility both the tangible and intangible attributes-

binds a customer with brand related brands and the company itself.

43

Why to get personal?

A number of actors contribute to getting personal, like increasing competitive

pressures, intense brand battle frequent new product introduction, active educated,

well informed and cautions customers, fickle brand loyalties, churning product line,

changing customers profile harsh market environment.

In addition to these well established fact like satisfied customer is your best

source of advertisement, a satisfied customer in 10 years will bring you 100 more, it

costs seven timers more to attract a new customer then to serve an old, a high degree

of correlation exist between loyalty and profitability.

A model of relationship marketing:

Relationship marketing is aimed to create a strong long lasting fruitful

relationship by developing long term brands through its various instruments of

personal connections, as a result of customer start identifying, associating themselves

with the product, prefer and accept. Company products and services over competitor

offerings and buy and again, recommended to others to buy. Thus they become loyal

to the product and feel a kind of kinship with it.

Today’s customers are global and have high degree of need for cognition,

recognition, approval and respect. They prefer marketers who can sell, deliver service,

repair, solve problems and improve products. Marketers are striving hard to create

strong lasting relationship with key customers.

Relationship marketing is concerned with bringing all three elements much

together.

Quality can be viewed from two perceptions – internal and external.

44

Internal Quality: Internal quality is based on conformance to specifications.

Extrenal Quality : The service is concerned with the ability of an organization to

meet a exceed customer expectation. The measure and performance is service quality.

Five gaps will be arise between perceived service quality that customer receive and

what they expect.

The first gap is the difference between the consumer expectation management

perceptions of consumer expectations.

The second gap is the difference between the management perceptions of the

consumer expectations and service quality specifications.

The third gap is the difference between service quality specification and the

service actually delivered.

The fourth gap is the difference between service delivered intention and what

is communicated about the service to customers.

The fifth gap represents the difference between the actual performances.

Improving service quality

A number of techniques can be used to help improve service quality. Some of

these have been used in manufacturing while other has been developed in the context

of service section.

45

The need for customer retention

The cost of attracting a new customer is estimated to be five timers the cost of

keeping a current customer happy. It requires a great deal of effort to induce satisfied

customers to switch away from their current suppliers.

Today’s more companies are recognizing the importance of the satisfying and

retaining current customers. There are two ways to strength the customer retention.

One is to erect high switching barriers. Customers are less inclined to switch to

another supplier when this would involve high capital costs, the loss of loyal customer

discounts and so on.

There are many reasons why retaining customers is so profitable. These

include the following.

Retained marketing

Sales marketing and set up costs are amortized over a longer customer

lifetime.

Increased expenditure over time.

Repeat customer often cost less to service.

Satisfied customers provide referrals.

Satisfied customers may will to pay a price premium.

46

The important techniques are

Bench marketing

Service blue printing

Value chain analysis

Bench Marketing

Bench marketing involves looking for the best ways to achieve competitive

advantage. The company’s produces service and practices are continually compared

with the standards of the best competitors and identified industry leaders in other

sectors. By observing and measuring the best with in the and outside the industry it is

possible to improve the performance of the company.

Service Blue Printing

The concept suggests that each contact with the customer is a moment of truth

each being an opportunity to their increase or decrease in customer satisfaction. The

blue printing cycle of service approach enables a service company to shift its

employees perception so that they have a better understanding of the customer’s

experience perception so that have a better understanding of the customer’s

experience.

47

Value Chain – Analysis

It involves breaking down each of the activities of the firm into various

activities and showing where value is added for its customer. Each activity can be

analyzed to determine its contribution to customer satisfaction and service quality.

TOOLS FOR TRACKING AND MEASURING

CUSTOMER

SATISFACTION

Complaint and suggestion system

A customer – centered organization makes it easy for its customers to deliver

suggestions and complaints. Many restaurants and hostels provide forms for quests to

their likes and dislikes. A hospital could place suggestion boxes in the corridors,

supply common cards to existing patients and hire a patient advocate to handle the

patient grievance.

Customer Satisfaction Surveys

Responsive companies obtain a diesel measure of customer satisfaction by

conducting periodic surveys. They send questionnaire or make telephone calls to a

random sample of their recent customers and ask if they were satisfied dissatisfied

with various aspects of the company’s performance.

48

They also solicit buyer’s views on their competitor performance. While

collection customer satisfaction data it is also useful to ask additional questions to

measure the customer’s repurchase intention.

Ghost Shopping

Companies can hire persons to pose as potential buyers to report their findings

on strong and weak points they experienced in buying the companies and competitors

products. Their Ghost shoppers are each pose

certain problem to test whether the company’s sales personnel handle the

situation well.

49

Companies should contact customer’s who have stopped buying or who have

switched to another supplier to earn why this has happened when IBM losses a

customer, its mounts a through efforts to learn where it failed. Not only it is important

to conduct exist interviews when customers first stop buying but also to monitor the

customer loss rate, which if increased, clearly indicates that the company is failing to

satisfy the customers.

It has been found that some customers are, by native tendency are more likely

to move while others are not. Therefore even for some level of satisfaction or

dissatisfaction, some customer will remain with the brand they are loyal to while

others will switch. Simply because they are more prone of taking risks and more

easily susceptible to the blandishments of competitors and are inherently more

flexible. This can be represented in four-way matrix as given below.

50

Customer Satisfaction in 7 Steps:-

By Adrian Thompson

1. Encourage Face-to-Face Dealing

This is the most daunting and downright scary part of interacting with a

customer. If you’re not used to this sort of thing it can be a pretty nerve-wracking

experience. Rest assured, though, it does get easier over time. It’s important to meet

your customers face to face at least once or even twice during the course of a project.

2. Respond to Messages Promptly & Keep your clients informed

This goes without saying really. We all know how annoying it is to wait days

for a response to an email or phone call. It might not always be practical to deal with

all customers’ queries within the space of a few hours, but at least email or call them

back and let them know you’ve received their message and you’ll contact them about

it as soon as possible. Even if you’re not able to solve a problem right away, let the

customer know you’re working on it.

3. Be Friendly and Approachable

A fellow site pointer once told me that you can hear a smile through the

phone. This is very true. It’s very important to be friendly, courteous and to make

your clients feel like you’re their friend and you’re there to help them out. There will

be times when you want to beat your clients over the head repeatedly with a blunt

object-it happens to all of us.

4. Have a clearly-defined Customer Service Polic y

This may not be too important when you’re just starting out, but a clearly

defined customer service policy is going to save you a lot of time and effort in the

51

long run. If a customer has a problem, what should they do? If the first option

doesn’t work, then what? Should they do? If the first option doesn’t work, then

what ? Should they contact different people for billing and technical enquiries ? If

they’re not satisfied with any aspect of your customer service, who should they tell?

There’s nothing more annoying for a client than being passed from person to

person, or not knowing who to turn to. Making sure they know exactly what to do at

each stage of their enquiry should be of utmost importance. So make sure your

customer service policy is present on your site – and anywhere else it may be useful.

5. Attention to detail (also known as ‘The Little Niceties’)

Have you ever received a Happy Birthday email or card from a company you

were a client of ? Have you ever had a personalized sign-up confirmation email for a

service that you could tell was typed from scratch? These little niceties can be time

consuming and aren’t always cost effective, but remember to do them

Even if it’s small as sending a Happy Holidays email to all your customers,

it’s something. It shows you care; it shows there are real people on the other end of

that screen or telephone; and most importantly. It makes the customer feel welcomed,

wanted and valued.

6. Anticipate your client’s needs & go out of your way to help them

out

Sometimes this is easier said than done! However, achieving this supreme

level of understanding with your clients will do wonders for your working

relationship.

Take this as an example; you’re working on the front-end for your client’s

exciting new ecommerce endeavor. You have all the images, originals and files

backed up on your desktop computer and the site is going really well. During a

52

meeting with your client he/she happens to mention a hard-copy brochure their

internal marketing people are developing.

53

7. Honour your promises

It’s possible this is the most important point in this article. The simple

message: when you promise something, deliver. The most common example here is

project delivery dates.

Clients don’t like to be disappointed. Sometimes, something may not get

done, or you might miss a deadline through no fault of your own. Projects can be late,

technology can fail and sub-contractors don’t always deliver on time. In this case a

quick apology and assurance it’ll be ready ASAP wouldn’t go amiss.

54

DATA ANALYSIS AND INTERPRETATION OF THE

STUDY

1. Do you know Model Dairy Products?

Table 4.1:

Response No. of Respondents

Yes 75

No 25

Total No. of Respondents 100

Interpretation:

The above graph represents that out of 100 members, 75 members know the

products of Model Dairy, and 25 members do not know the product of Model Dairy.

55

No. of Respondents

Yes

No

25%

75% Total 100%

No. of Respondents

010

2030

4050

6070

80

Yes No

No. ofRespondents

56

2. How do you know the products of Model Dairy?

Table 4.2:

Channel Name No. of Respondents

Advertisements 30

Friends 25

Other Consumers 45


Interpretation:

The above graph shows that out of 100 members, 30 persons know about

Model Dairy Products through Advertisements, 25 members know through friends

and 45 members know through other customers.

57

No. of Respondents

Advertisements

Friends

Other Consumers

30%

25%

45%

58

No. of Respondents

05

101520253035404550

No. ofRespondents

3.

What is your opinion about Model Dairy products?

Table 4.3:


Good 75

Average 20

Poor 05

Total no. of respondents 100

Interpretation:

The above graph represents 75 members responded that model product are

good, 20 members average, 05 members opinion is poor.

59

No. of Respondents

goodaverage

poor

20%

5%

75%

60

No. of Respondents

010

2030

4050

6070

80

Good Average Poor

No. ofRespondents

4.

Do you use Model Dairy product regularly?

Table 4.4:


Yes 70

No 30


Interpretation:

The above graph shows that 70 members responded on “Yes” and other 30

members referred on “No”.

61

No. of Respondents

Yes

No70%

30%

62

No. of Respondents

0102030

4050

6070

80

Yes No

No. ofRespondents

5.

What do you think of the quality of product of Model Dairy?

Table 4.5:


Good 70

Better 22

Poor 08


Interpretation:

The graph represents 70 customers said that the quality is good, 22 customers

said that quality is better, only 08 customers said that poor.

63

No. of Respondents

Good

Better

Poor70%

22%

08%

64

3.

No. of Respondents

010

2030

4050

6070

80

Good Better Poor

No. ofRespondents

6. Do you satisfy with Model Dairy Products?

Table 4.6:


Yes 85

No 15


The above chart indicates 85 customers satisfied with Model Dairy products,

other 15 are not satisfied.

65

No. of Respondents

Yes

No

85%

15%

66

No. of Respondents

0102030405060708090

Yes No

No. ofRespondents

7. What do you think of prices of the Model Dairy Products?

Table 4.7:


High 60

Low 40


Interpretation:

The chart indicates that 60 members said that the process of the Model Dairy

products are high and 40 members say that product’s prices are low.

67

No. of Respondents

High

Low60%

40%

68

No. of Respondents

0

10

20

30

40

50

60

70

High Low

No. ofRespondents

8.

Are you satisfied with the pricing strategies of the Model Dairy?

Table 4.8:


Satisfied 65

Not satisfied 35


Interpretation:

The chart indicates that 65 members are satisfied with the prices and 35

members are not satisfied.

69

No. of Respondents

Satisfied

Not satisfied65%

35%

70

No. of Respondents

0

10

20

30

40

50

60

70

Satisfied Not satisfied

No. ofRespondents

9. Do

you satisfy with the channels of distribution system of Model Dairy Company?

Table 4.9:


Yes 80

No 20


Interpretation:

The above chart indicates that 80 members satisfied with the channels of

distribution system of the Company and 20 members said No.

71

No. of Respondents

Yes

No

80%

20%

72

No. of Respondents

0102030405060708090

Yes No

No. ofRespondents

10. Are you satisfied with the packaging system of Model Products?

Table 4.10:


Satisfied 90

Dissatisfied 10


Interpretation:

The above chart refers that 90 members are satisfied with the packaging

system of products and 10 members dissatisfied.

73

No. of Respondents

Satisfied

Dissatisfied

90%

10%

74

No. of Respondents

0102030405060708090

100

Satisfied Dissatisfied

No. ofRespondents

11.

Do you satisfied with the Company’s promotional strategies?

Table 4.11:


Yes 90

No 10


Interpretation:

The above chart indicates that 90 customers are satisfied with the Company’s

promotional strategy and 10 customers not satisfied.

75

No. of Respondents

Yes

No

90%

10%

76

No. of Respondents

0102030405060708090

100

Yes No

No. ofRespondents

12.

Do you feel the value of money when you purchase the model dairy products?

Table 4.12:


Yes 72

No 28


Interpretation:

The above chart shows that 72 customers feel the value for money of Model

Dairy Products and 28 customers said NO.

77

No. of Respondents

Yes

No72%

28%

78

No. of Respondents

010

2030

4050

6070

80

Yes No

No. ofRespondents

13. What is your opinion about the durability of the products of Model Dairy?

Table 4.13:


Good 45

Average 40

Poor 15


Interpretation:

The above chart refers 45 respondents responded that the durability of the

product is good, 40 respondents said average and only 15 respondents said poor

durability.

79

No. of Respondents

Good

Average

Poor45%

40%

15%

No. of Respondents

05

101520253035404550

Good Average Poor

No. ofRespondents

80

14. Are you satisfied with the overall marketing strategies of Model Dairy?

Table 4.14:


Satisfied 70

Dissatisfied 30


Interpretation:

The chart shows that 70 respondents are satisfied with the marketing strategies

followed by the Company and only 30 respondents not satisfied.

81

No. of Respondents

Satisfied

Dissatisfied70%

30%

82

No. of Respondents

010

2030

4050

6070

80

Satisfied Dissatisfied

No. ofRespondents

15. Are you satisfied with the communication channels of Model Dairy?

Table 4.15:


Satisfied 67

Not satisfied 33


Interpretation:The above diagram indicates that 67 respondents are satisfied with the

communication channels and 33 respondents are not satisfied.

83

No. of Respondents

Satisfied

Not satisfied67%

33%

No. of Respondents

010

2030

4050

6070

80

Satisfied Not satisfied

No. ofRespondents

84

FINDINGS

Most [75%] of respondents know the Model Dairy Products in the market.

30% of the respondents know the products through advertisements, 35%

respondents through friends and 45% respondents through other consumers.

Most [75%] of respondents opinion is good towards the Model Dairy

Products, 20% respondents opinion is average and 5% respondents opinion is

poor.

67% of respondents satisfied with the communication channels of the

Company.

70% of respondents say that Model Dairy Products quality is good.

Most [85%] of respondents satisfied with the Model Dairy Products.

60% of respondents said that the prices of the product are at high.

Most [90%] of respondents satisfied with the packaging system of the

products.

45% of respondents said that the durability of the products is ‘good’, 40% said

‘average’ and 15% responded as ‘poor’.

70% of respondents satisfied with the overall marketing strategies of Model

Dairy.

85

SUGGESTIONS

The Company has to increase the communication channels in the market.

The quality level of the product should be increased.

The prices of the products are to be decreased according to the cost of the

product.

The packaging system is to be modified slightly.

The Company has to concentrate more in positioning of the products in the

market.

If the Company follows the strategies to convert the non-users to users of the

company that would be more useful to the Company sustainability.

The Company has to increase more outlets in the market.

86

QUESTIONAIRE

Name:

Place:

1) Do you know Model Dairy Products?

[Yes] [No]

2) How do you know the products of Model Dairy?

[Yes] [No]

3) What is your opinion about Model Dairy products?

[Yes] [No]

4) Do you use Model Dairy product regularly?

[Yes] [No]

5) What do you think of the quality of product of Model Dairy?

[Yes] [No]

6) Do you satisfy with Model Dairy Products?

[Yes] [No]

7) What do you think of prices of the Model Dairy Products?

[Yes] [No]

8) Are you satisfied with the pricing strategies of the Model Dairy?

[Yes] [No]

87

9) Do you satisfy with the channels of distribution system of Model Dairy

Company?

[Yes] [No]

10)Are you satisfied with the packaging system of Model Products?

[Yes] [No]

11) Do you satisfied with the Company’s promotional strategies?

[Yes] [No]

12) Do you feel the value of money when you purchase the model dairy products?

[Yes] [No]

13. What is your opinion about the durability of the products of Model

Dairy?

[Yes] [No]

14. Are you satisfied with the overall marketing strategies of Model Dairy?

[Yes] [No]

15. Are you satisfied with the communication channels of Model Dairy?

[Yes] [No]

88

Documents

Customer Satisfaction @ Model Dairy