a study on customers' satisfaction towards pride of cows
TRANSCRIPT
A STUDY ON CUSTOMER’S SATISFACTION TOWARDS PRIDE OF
COWS
PRAFUL UMARKAR
MM1618540
Presentation Outline
• Customer Profile
• Company Profile
• Project Overview
• Research Problem, Objectives, Hypothesis
• Research Methodology
• Data Analysis and Interpretation
• Findings
• Recommendations
• Key Learnings and Limitations
• References
Customer Profile
Existing
Customers
Customers of
SB road Depot
Major areas are
Aundh, Baner, Pashan, Model Colony, ShivajiNagar, FC Road
Churn
Customers
Churn customers of Pune region
Company Profile
• Parag Milk Foods Limited was incorporated in 1992
• One of India’s largest private dairies, with processing capacity of 2million liters per day
• Plants at Manchar in Maharashtra near Pune and Palamner inAndhra Pradesh
• Largest cow farm in India as well as Asia’s largest cheese plant
• ISO 9000 and AGMARK certified company
• It has five brands under it including Avvataar whey protein
Company Profile cont.… • Pride of Cows is a sister concern of Gowardhan and a brand of Parag Milk
Foods Limited
• India’s most modern dairy firm with a production capacity of 25000 litersa day
• Equipped with the finest international technology for feeding, milking,and processing, conforming to international dairy practices
Product Profile
UNTOUCHED
UNADULTERATED FARM-TO-HOME
PURE
Project Overview The task was to create awareness for Pride of Cows’ milk for SB
road depot, Pune
The responsibilities were to visit existing customers, to conductpromotional activities, to take follow up of web calling and toknow the reasons affecting customer churn
Data was collected from the existing customers of SB road depotand from churn customers of Pune region
I have taken satisfaction topic for research purpose
I have added 25 new customers
Research Problem
PROBLEM STATEMENT(S)
Customers were not happy with the services provided by Pride of Cows
Customers were switching to other brands over Pride of Cows
Objectives of the Study
To determine the
satisfaction index of
customers in relation
with product and
services provided by
Pride of Cows
To identify factors which
affect the customer’s
buying decision for
Pride of Cows
To identify factors
affecting customer churn
Primary Objective Secondary Objectives
Hypothesis
Ho: Factors affecting the brand choice do not differ in magnitude of importance.
H1: Factors affecting the brand choice differ in magnitude of importance.
Ho: There is no significant association between satisfaction and recommendation
H1: There is a significant association between satisfaction & recommendation.
Research Methodology
Research Design: Descriptive and Exploratory Research
Primary Data Sources: Survey, Personal Interview, Telephonic Interview
Secondary Data Sources: Official website, research and market articles
Research Instrument: Structured Questionnaire
Sampling Method: Convenience Sampling
Sample Size: 119 (existing customers) ; 100 ( churn customers)
Area : SB road depot Pune.
KANO MODEL
Data Analysis and Interpretation
Factors nExtremely Satisfied
Satisfied Neutral DissatisfiedExtremely
DissatisfiedTotal
Quality of Product 119 83% 15% 0% 2% 0% 100%
Ease of Packaging 119 78% 15% 2% 5% 0% 100%
Delivery(Time and Mode)
119 82% 12% 0% 6% 0% 100%
Responsiveness 119 82% 15% 3% 0% 0% 100%
Customer Service 119 82% 16% 0% 2% 0% 100%
Payment Facilities 119 76% 18% 0% 6% 0% 100%
Interpretationa. Respondents are extremely satisfied with the Quality of the
Product.b. Respondents are dissatisfied with the Ease of packaging.c. Respondents are dissatisfied with the delivery.
PERCENTAGE WISE SATISFACTION OF CUSTOMERS
CUSTOMER SATISFACTION INDEX
Interpretation1. Respondents are most satisfied with the Quality of the product
with mean score of 38.202. Respondents are dissatisfied with the Payment Facility with
mean score of 36.66
38.20
3737.33
38.0637.86
36.66
35.5
36
36.5
37
37.5
38
38.5
We
igh
ted
Sco
re
Parameters
Customer Satisfaction Index
Quality of the Product
Ease of use (Packaging)
Delivey (Time and Mode)
Responsiveness
Customer Service
Payment Facility
CUSTOMER SATISFACTION SCORE
Interpretation
Existing customers are very much satisfied with the Pride of Cows.
Customer satisfaction score = No. of Happy Customers
Total no of customers
CSAT Score = (Extremely satisfied customers + Satisfied Customers)
(No. of customers (total respondents)
CSAT Score = (66+44)/(119) = 0.9243
LOYALTY LADDER
Advocate – Tells others about you
Client – Feels Belonging
Customer – Bought Again
Prospect – Supplied Details
Suspect – Fits your market
NET PROMOTER SCORE
(Net promoter score in %)2017
Total number of customers who answers to question 119
Total Number of promoters 67
Total Number of detractors 9
Net promoter score 48.7
NPS = (TNP-TND)/ (TNC)Net Promoter Score = (67-9)/ (119) = .487, 48.7%
Interpretation
Positive NPS (.487) means healthier business. There are 67advocates who will talk positive about Pride of Cows, 9 detractors can be make happy by educating them and providing best of the services.
RELATIONSHIP BETWEEN SATISFACTION AND RECOMMENDATION
Chi-Square Tests
Value dfAsymp. Sig.
(2-sided)
Pearson Chi-Square 15.803a 6 .015
Likelihood Ratio 16.167 6 .013
Linear-by-Linear Association
2.835 1 .092
N of Valid Cases 119
InterpretationThis means there is a significant association between satisfaction and recommendation.This leads me to conclude that Satisfaction plays vital role in recommendation of Pride of Cows.
Ho: There is no significant association between satisfaction and recommendationH1: There is a significant association between satisfaction and recommendation.
Level of significance α = .05From the Chi square test output table,P = .015, which is less than α = 0.05We reject the null hypothesis
MOST INFLUENCING FACTOR FOR CHOOSING PRIDE OF COWS
Table no. 9 Ranks
Mean Rank
Freshness 2.39
Taste 2.86
Quality 3.00
Recommendation 1.74
Interpretation
From the Friedman test rank table, it can be concluded thatQuality is the most effective factor responsible for the brand choice with the mean rank of 3.00., followed by taste with mean rank of 2.86.
Table no. 8 Test Statisticsa
N 119
Chi-square 104.319
Df 3
Asymp. Sig. .000
a. Friedman Test
Ho: Factors affecting the brand choice do not differ in magnitude of importance.H1: Factors affecting the brand choice differ in magnitude of importance.
MOST INFLUENCING FACTOR FOR CHOOSING PRIDE OF COWS
FactorsLeast
Important
Less
ImportantNeutral Important
Most
Important
Weighted
Total
Weighted
Score
Freshness 0 0 0 47 36 368 24.5333333
Taste 0 0 0 24 59 391 26.0666667
Quality 1 0 0 18 64 392 26.1333333
Recommen
dation43 6 2 8 24 213 14.2
Interpretation
Quality is the most influencing factor (with mean score of 26.13) for customers to choose Pride of Cows’ milk, customers give least important to recommendation as mean score is 14.2
Weighted average table
WHY DO CUSTOMERS CHURN ?
Reasons for
customer churn
Poor onboarding experience
Ineffective customer
service
Weak relationships
Ignoring data
FACTORS AFFECTING CUSTOMER CHURN
Factors
No. of
churn
Customers
Rise in Price 40
Type of Milk 12
Requirement is
less6
Relocation 25
Delivery 2
Not suitable 3
Not interested 7
Taste 1
Payment 2
Others 2
0
20
40
Ris
e in
Pri
ce
Typ
e o
f M
ilk
Re
qu
irem
ent
is le
ss
Rel
oca
tio
n
Del
iver
y is
sue
No
t s
uit
able
No
t in
tere
sted
Tast
e is
sue
Pay
men
t is
sue
Oth
ers
40
126
25
2 37
1 2 2
No
. of
cust
om
ers
Factors
Factors affecting customer ChurnRise in Price
Type of Milk
Requirement is lessRelocation
DeliveryissueNot suitable
NotinterestedTaste issue
Interpretation
Rise in Price is a major factor which influenced 40 existing customer to switch to other brands, customers can be retained by understanding their needs and providing them best of the services.
Name of the
Milk CompanyNo. of users
Provilac 52
Woohoo 15
Urban Farm 22
MOMs 3
Others 8
0
10
20
30
40
50
60 52
1522
38
No
. of
Use
rs
Milk Brands
Switched Brands
Provilac
Woohoo
Urban Farm
MOMs
Others
Interpretation
Provilac is the most preferred milk brand by churn customers, because it is doing aggressive Marketing and is available in less price compared to Pride of Cows and with different flavors as well.
BRANDS PREFFERED OVER PRIDE OF COWS
Growth rate vs. churn rate
GROWTH RATE=
Present Value – Past Value
Past Value
= 4650-41004650
= 11.82%
CHURN RATE=
Lost CustomersNo. of Customers Initially
= 1704110
= 4.13%
Source – Internal data base of Pride of Cows
How to win back churned customers
Listen to your customers Use the feedback received Offer various options Know the reason customer left Avoid delayed responses Offer multi channel customer
support
Findings
a) 83% of the customers are extremely satisfied with the Quality of the Product
b) Though 78% of the customers think that the packaging of the bottle is very convenient, 5% of the respondents are dissatisfied with the PET bottle
c) Prompt delivery is a POD of Pride of Cows, however, 6% of them are dissatisfied with the same, because of some delivery issues.
d) 82% respondents are extremely satisfied with the Customer service aspect of the Pride of Cows
e) 6% of the customers have issues regarding Payment facility, extra billing amounts and ineffective Mobile app of Pride of Cows
f) There are 67 brand evangelists of Pride of Cows and most of the satisfied customers recommend others to use Pride of Cows
g) Quality is the most important influencing factor to choose Pride of Cows.
h) 40% of churn customers have left purchasing Pride of Cows because of the rise in Price
i) Provilac is the next most preferred Milk brand over Pride of Cows.
Findings cont..
Recommendations1. Proper invigilation should be done to make prompt delivery
2. Company should aware customers about the benefits of PET bottles
3. Company should measure customer satisfaction on a regular basis
4. The issues regarding payment and billing can be resolved by modifyingand redeveloping their existing mobile app as well as ensuring astandardized billing method
5. The explanation given to the customers regarding the increasein price of the product could be more logical and alsoprovide a greater sense of value to the customers.
Suggestions accepted and Implemented
o Along with the promotional activities we should organize
drawing competition for the children of societies to lure their
parents
o We should make a documentary describing the nutritional
benefits of consuming Pride of Cows.
o Print
Key Learnings• Customer relationship management
• Information about milk industry
• Team Management/How to work in a team
• Sales Pitching / How to close a sale
• Organizing promotional activities
Limitations 1. Study was limited to SB road, Pune.
2. Time constraint of 45 days.
3. Sample Size was small as respondents were not easily approachable.
4. Permission issue for doing promotional activity.
Future scope of study 1. As the survey was carried out only for SB road Depot Pune region, similar research
can be carried out in other cities as well.
2. Data was collected from limited respondents; similar study can be done for large number of respondents.
3. Further detailed study can be carried out for churn customers.
References
•http://www.prideofcows.com
•http://www.aavinmilk.com/dairyprofile.html
•http://www.prideofcows.com/news/
•http://www.milkproduction.com/Library/Editorial-articles/Milk-quality-in
•http://www.indianmirror.com/indian-industries/dairy.html
Work done by me
No. of samples sent 108
No. of references 60
No. of orders 25
Thank You