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Customer Satisfaction of Aanchal Dairy Products

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This is a study done in Srinagar Garhwal region of Uttarakhand regarding the satisfaction of customers about the Aanchal's dairy products.

Text of Customer Satisfaction of Aanchal Dairy Products



Submitted in Partial FulfillmentOfMaster of Business AdministrationUnder the Supervision of

Submitted To: Submitted By:Dr. A.C. Pandey Jaideep Bhatt (MBA 2012-2014)



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


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 ones 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 functionof 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.


The success of any disciple depends upon the grace and able guidance of the master. Words fail to express our thanks to Almighty whose benign benedictions empowered with a zeal and strength for completion of our task.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.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, guided me from time to time in proper execution of this project.


The present study is a pilot survey of the consumers of the Aanchal Dairy products in the vicinity of Srinagar town. 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. two separate sets of the questionnaires have been prepared for the home based consumers and the retailers. The data has been collected during the month of June and July, 2013. A total number of 60 respondents using packaged milk of various brands were interviewed. The study is aimed at to find out the level of the customer satisfaction about the product of the Aanchal Dairy in Srinagar Garhwal.


CHAPTER 1INTRODUCTIONEverybody in this world is a customer. Human beings need a variety of goods and services right from cradle to grave. All customers are buyers and all buyers are not customers. Then who are the customers and how they behave while purchasing a particular product is very important for marketers. Consumer behaviour refers to the buying behaviour of the final consumers individuals and households who buy goods and services for personal consumption. 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, for whom to purchase, why to purchase, from where to purchase, and how much to purchase. In order to become a successful marketer, he must know the liking or disliking of the customers. He must also know the time and the quantity of goods and services, a consumer may purchase, so that he may store the goods or provide the services according to the likings of the consumers. The manufacturers produce and the sellers sell whatever the consumer likes. In this sense, consumer is the supreme in the market. As consumers, we play a very vital role in the health of the local, national or international economy. The decision we make on our consumption would affect the demand for the basic raw materials, for the transportation, for the banking, for the production; they effect the employment of workers and deployment of resources and success of some industries and failures of others. Thus marketer must understand this. India is the largest producer of milk in the world, but in terms of per capita availability (gm/day), its production is low, compared to other developed countries. Milk is an essential commodity required on a daily basis, and serves the consumers as directly as multiple product and for multiple industrial products, for instance in the preparation of food and sweet items. Walter says that buyer behaviour is the process where by individuals decide what, when, where, how and from whom to purchase goods and services. Consumer behaviour is influenced strongly by cultural, social, personal and psychological factors. Cultural factors include the set of basic values, perceptions, wants and behaviour learned by a member of society from family and other important institutions. The social factors include customers family, small group, social roles and status. The personal characteristics such as buyers age, life cycle stage, occupation, economic situation and life style influence a buyers decision.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. Tired of exploitation by traders and local private dairy, 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. Soon it had its first dairy plant, which started producing and marketing milk products under the brand name Amul. Under the guidance of Dr. V. Kurien, Anand model of cooperatives soon became an example for others to emulate. As the number of district unions increased, the Kaira cooperative was transformed into the Gujarat Milk Marketing Federation Ltd (GCMMF) under the chairmanship of Kurien. GCMMF coordinated the operations of the union and marketed milk and milk products. As the operations were based in Anand, Gujarat, this came to be known as the Anand model. This model was replicated across India. The contribution of cooperatives to Indias dairy industry is enormous. The cooperatives have ushered in white revolution in the country, because of which, India is the leading producer of milk in the world. 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. It has also established an effective partnership between farmers and professionals in the dairy industry. Undoubtedly, dairy cooperatives are the most professionally managed sector of the Indian cooperatives. Dairy development helps the rural poor in having additional regular income. At present, unorganized milk traders put a stiff competition to the organized milk sector. Therefore, organized milk marketing has a dual task to attract more and more producer-sellers to its fold by offering good price, and to help producers to produce more milk. Co-operatives provide their members bargaining power, fair deal, and assistance in improving the productivity of the dairy business. But, the co-operatives have to face some problems also like low literacy of member-farmers, lack of their ownership over productive assets, lack of credit/finance, lack of training facilities, etc. Today in India, there are about 75,000 dairy cooperative societies, spread all over the country with a membership of 10 million. There are nearly 70million households engaged in milk production, of which more than 10 millionaire in the co-operative sector. However, except for the brand name Amul, most of the state federation brands are regional. These include Verka in Punjab, Nandini in Karnataka, Vijaya in Andhra Pradesh, Saras in Rajasthan, Anchal in Uttarakhand, Mother Dairy in Delhi and Kolkata.Dairy cooperatives account for a major share of processed liquid milk marketed in the country. As far as dairy industry is concerned, forecasting of demand, procurement of raw milk, and transportation of proc

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