A PROJECT REPORT ON

“CUSTOMER SATISFACTION OF AANCHAL DAIRY PRODUCTS”

(A CASE OF GARHWAL DUGDH UTPADAK SAHAKARI SANGH LTD, SRI NAGAR GARHWAL)

Submitted in Partial FulfillmentOf

Master of Business AdministrationUnder 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.

ACKNOLWDGEMENT

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.

EXECUTIVE SUMMARY

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.

CONTENTS

CHAPTER 1………………….INTRODUCTION

CHAPTER 2………………….REVIEW OF LITERATURE

CHAPTER 3………………… RESEARCH METHODOLOGY

CHAPTER 4………………… ANALYSIS OF DATA

CHAPTER 5………………….FINDINGS AND RECOMMENDATIONS

CHAPTER 6………………….CONCLUSION

BIBLIOGRAPHY

ANNEXURE

QUESTIONNAIRE

CHAPTER 1

INTRODUCTION

Everybody 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 customer’s family, small group, social roles

and status. The personal characteristics such as buyer’s age, life cycle stage,

occupation, economic situation and life style influence a buyer’s 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 India’s 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 processed milk are the vital

components of supply chain management. On this front, Indian co-operatives are

little susceptible and lag behind the multinational corporations and other private

firms. Non-observance of timeliness, inefficient distribution of milk, frequent

break-downs of milk vans, delays in loading and unloading at depots lead to

disturbed supply of milk and its products.

After the grand success of ‘Anand Model’, the milk cooperative society formed in

Uttar Pradesh was under the trade name of Parag. 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, 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.

Table: 1.1Members Milk Unions of UCDF Ltd.

S .No

Name & Address of  DUSS

1 Nainital Dugdh Utpadak Sahakari Sangh Ltd, Lalkuan, District- Nainital

2 Udham Singh DugdhUtpadak Sahakari Sangh Ltd, Kanjabag Road, Khatima, Dist.- U.S.Nagar

3 Pithoragarh Dugdh Utpadak Sahakari Sangh Ltd, Vin,  District- Pithoragarh

4 Almora Dugdh Utpadak Sahakari Sangh Ltd, Patal Devi, Almora,  District- Almora

5 Champawat Dugdh Utpadak Sahakari Sangh Ltd, Jut Patwa, District- Champawat

6 Dehradun Dugdh Utpadak Sahakari Sangh Ltd, Raipur Road, Dehradun, District- Dehradun

7 Haridwar Dugdh Utpadak Sahakari Sangh Ltd, Vill- Shikarpur(Landhaura), District- Haridwar

8 Garhwal Dugdh Utpadak Sahakari Sangh Ltd, Srinagar (Garhwal), District- PauriGarhwal

9 Tehri Dugdh UtpadakSahakari Sangh Ltd,H- Block New Tehri, District-

TehriGarhwal

10 Uttarkashi Dugdh Utpadak Sahakari Sangh Ltd, Matli, District- Uttarkashi

11 Chamoli Dugdh Utpadak Sahakari Sangh Ltd, Simali, District- Chamoli

12 Cattle Feed Factory, Kichha by pass Road, Rudrapur, District- U.S.NagarSource: Aanchal Dairy, Srinagar

Garhwal Dugdh Utpadak Sahakari Sangh Ltd: A Brief Profile

Garhwal Dugdh Utpadak Sahakari Sangh Ltd.Srinagar Garhwal, established in the

year 1976 with its registration No. 1508, is a member milk union of Uttarakhand

Co-operative Dairy Federation Ltd. (UCDF Ltd.). UCDF Ltd.is the apex federation

of district milk cooperative unions in the state of Uttarakhand. It was established in

the year 2001 with its head office at Mangal Parao, Haldwani (Nainital) for the

successful implementation of the dairy programme in the state, for the socio-

economic up-liftment of the under developed remote areas by providing them

a milk market at reasonable price. The Uttarakhand Co-operative dairy Federation

Ltd (UCDF) came into existence as a successor body to the Uttar Pradesh Co-

operative Dairy Federation Ltd. The UCFD Ltd is registered under the Uttarakhand

state cooperative act in the year 2001.

Aanchal Dairy system is constructed in a three-tier system, of milk collection and

marketing on the successful model well known as Anand Pattern Dairy Co-

operative Societies. Aanchal cooperative is giving a fresh lease of life to farmers in

hilly areas. 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. The migrating population is settling

down. When producers have such structures at their command, they have the

means to ensure that the fruits of science and technology reach all those who

benefit. It is only when such structures exist that farmer develops confidence in

getting an assured remunerative price for their produce. This, in turn stimulates

investment in productivity. Further, farmers also demand the delivery of services

and inputs they need to realize returns on their investments. One big lesson learnt

by such successful models is that, farmers must be respected and trusted. They may

not be educated or even literate, but they possess common sense and even wisdom.

Frequently, they have shown the ability to rise above narrow self-interest to act

together in pursuit of long-term goals and the common goals. A brief profile of the

Garhwal Dugdh Utpadak Sahakari Sangh Ltd, Srinagar is presented in the

following table.

Table: 1.2Aanchal Dairy Srinagar: A Brief Profile

S.No Particular Detail

1  LocationDhobighat,   2km. from Srinagar.Elevation above M.S.L – 650M

Area of Operation District Pauri, Rudraprayag and Chamoli2  Registration, No 1508/22, Date: 25.03.19763 Initial Cost Rs. 323.35 Lakh4 Funding Agency JalagamPrabandhanYojna/ State Govt.5 Construction Agency Uttar Pradesh Nirman Nigam

7 Monitoring AgenecyUttar Pradesh RajyaDugadhParishad/Dairy VikasVibhag, Uttarakhand

8 Total Land 6.492 Acre9  Nearest Rail Head  Rishikesh10  Phone/Fax No  01346-25233512  Chairman  C.D.O13  Processing Capacity  20,000 LPD14  Products  Milk, Ghee, Cream, Curd, Butter, Paneer15  Milk Chilling Center  Kotdwara, Cap- 3000 LPD (BMC)16  Procurement Routes  1217  Total Societies  296, Functional Societies– 137 (inc. Rdprg. Distt.)18  Total Blocks  1519 Total Villages Covered 2133

Source: Aanchal Dairy, Srinagar

The Aanchal dairy, Srinagar Garhwal is operating in three districts namely-

PauriGarhwal, Rudraprayag and Chamoli. It covers the 12 development blocks in

all three districts including Kot, Khirsu, Pauri, Dugadda, Yamkeshwar, Dwarikhal,

Pabau, Kaljikhal, Jayharikhal, Agastyamuni, Ukhimath and Jakholi blocks. 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.

Table: 1.3Aanchal Dairy Srinagar: At a Glance (May, 2013)

S. N. Detail of Milk Cooperatives Pauri Rudraprayag

Total

1 Total cooperative milk societies formed

225 79 304

2 Total operative milk societies 133 40 1753 Milk societies under Mother Dairy

Development Project40 41 81

4 Total Primary Members 5942 2295 82655 No. of Porer Members 950 144 10946 Average Daily Milk Collection (in

Kg)3621 138 3759

7 Average Daily Milk Sale (in Lt.) 6814 950 77648 Animal Fodder Sale (Metric

Tonne)9.85 0.90 10.75

9 Grant Allocated under District Scheme (in Lakh)

13.32 5.89 19.21

10 Total Employees Involvedi Permanent 48 - 48ii Contractual 8 3 11iii Under Mother Dairy Development

Project6 6 12

Source: Aanchal Dairy, Srinagar

Table: 1.4

Category of Milk being sold in Srinagar Area

S.

N.

Price per

Liter

Product Category

Ananda Amul Param Paras Aanchal

1 Full

Cream

Toned

Double

Toned

Janata

Players in Milk Marketing

Three types of main players in milk marketing in the area were:

1. Milk collectors appointed by the dairy societies formed by the Anchal dairy.

They get honorarium of Rs 200 to Rs 2000 per month from the Anchal dairy,

depending on the quantity of milk collected and supplied to the dairy. These

milk collectors are also called secretaries, as they are members of the dairy

‘societies’ formed by Anchal dairy and collect milk from all the members of

the society. They also check quality (Fat and SNF) of milk by lactometer

and Garber’s centrifuge. 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. In this way, the secretary was found as the link person between the

members and Anchal dairy. His main duty was to deliver milk daily to the

vehicle of Anchal dairy. For this work, he got 15 paisa per litre per km. In

some places, the secretary himself/herself does the work of a head loader,

while in some other places other persons were employed for it.

2. 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.

3. Private milk collectors who supply milk from the village to private

households in towns directly.

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 50th year of our Independence. Increasing

the annual milk production from 20 million tone’s in 1970 to around 74 tone’s

million in 1999. In fact it is a unique success story of Indian dairy development in

spite of constraints and climatic vagaries. 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. Indian dairy has over the year created on

identity of its own. 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. Besides, it also provided a sufficiently this sectors

contribution to the Indian economy and its growth potentials have not yet been

properly recognized. The industrial sector has been regularly receiving several

forms of subsidies and incentives since independence. The agriculture sector too

has its own share of privileges and subsides. But if one goes through the budgetary

allocation of the entire made so far, dairying share is too insignificant as compared

to any other sectors. The dairying sectors is also depressed of the special banking

support as is provided to the industrial as well as agriculture sectors.

The dairy industry has played a prominent role towards house hold nutrition

security and also strengthening the rural economy of India. It has been recognized

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. 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). The white revaluation occurred through the

co-operatives networking of the small and marginal farmers and land less laborers.

Emerging Trends in Milk Processing:

With the changing declining trend in the domestic export market as well as profit

for conventional dairy products, such as milk powder, butter etc….need for

product diversification that permits value addition longer lifecycle and grater

income has become quite obvious. There has been a growing awareness towards

the beneficial role of milk and milk products. In maintaining normally of human

health has led to the development of a new range of nutria-ceticals or even mood

elevating /refreshing foods.

It has been widely recognized that components derived from milk such as

immunoglobulin. Lactoperosidose, lactoferrimlysozyme vitamin binding proteins

etc…play an extra nutritional role. Fermented milk products such as yogurt in

particular provide beneficial micro bed. Which favorably influence the microbial

ecology of the gut system? These in turn affect various biotechnical functions to

protect human health. 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. The

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.

Japan is the world leader in this sector, where the current market of US $5.5billion

is still fast growing in the country. In the USA more than 100 food companies have

entered these areas with a turnover of US $ 11billion. 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, both in public and private sectors, 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. These include

fractionated castigates. They proclaim concentrate enzymatic Hydrolystates

prepared by employ innovative energy efficient unit process. 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.

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.

About the Dairy Industry:

Livestock sector is the backbone of India’s economic in terms of income,

employment, equity suitability and forging exchange earnings, By virtue of

traditional practice of utilizing the crop residues as feed of the milk animals, India

has been able to achieve milk production of 70 million competitive edge over new

Zealand, Australia and the USA of being able to produce milk at a lower cost.

Livestock production has registered a compound growth relate of 5.4 percent per

annum during their preceding decade, Milk and products account for 66 percent of

the total value of lice stock production. Another noteworthy feature of Indian diary

scenario is that the entire milk animal having low productivity. 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 a well-organized dairy infrastructure of 78,000 rural

milk co-operatives and a processing capability of about 12 million liter per day and

about 280 diary plants. India has strong HRD capability to meet the multi sacral

requirements of the dairy industry. India has generated to meet the multi sectoral

requirements of the dairy industry. India has developed a precious R&D reservoir

for milk processing. This provides opportunities for export of technologies trod

partner countries through an integrated for accessing remunerative markets.

With the liberation of world of economies India dairy industry has also ventures to

explore the export market. A rather modest beginning has been made through

exports of milk powders, being Rs.318.5 million butter/ghee, being Rs.65.9

million; and cheese being Rs.0.08 million during 1994-1995 tom countries mainly

Bangladesh, Nepal, UAE, the Philippines and the Netherlands.

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 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

selection of customers was done on convenient random sampling technique. The

secondary data has been collected from various published articles, journals,

company reports, books on dairy and also from the websites like:

www.indiandairy.com.

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. (Aanchal Dairy),

Srinagar Garhwal. The major objectives of the study were:

1. To know the consumer behaviour towards milk consumption. 2. To examine the satisfaction of consumers towards the milk products with

special reference to Aanchal dairy.

3. To provide implications for Aanchal Dairy.

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. The data shows that 33.3% of all

respondents were using ananda milk whereas 8.3% were using paras, 25% and

16.7% each were using aanchal and amul milks.

Table: 4.1Which brand of Milk do you use?

Name of the Brand N Percent

Ananda 20 33.3

Paras 5 8.3

Param 15 25.0

Aanchal 10 16.7

Amul 10 16.7

Total 60 100.0

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.

35per liter while 23.3% opted the price between Rs. 35 to 40 per liter and 26.7%

have opted the price of milk bought by them as above Rs. 40 per liter. Hence

majority of the respondents were using the milk priced up to 35 per liter.

Table: 4.2What is the price of the milk used by you?

Frequency Percent

UptoRs. 35 Per Ltrs 30 50.0

Between Rs. 35 to 40 Per Ltrs 14 23.3

Above Rs. 40 per ltr 16 26.7

Total 60 100.0

Satisfaction with the Quality of Aanchal Milk

Table 4.3 depicts the satisfaction of respondents about the quality of milk used by

them. Out of 60 respondents interviewed, 11(18.3%) were highly satisfied,

16(26.7%) were satisfied and 18(30.0%) were neither satisfied nor dissatisfied.

Moreover, 12(20%) respondents were dissatisfied and 3(5.0%) were highly

dissatisfied

Table: 4.3Upto what extent are you satisfied with the quality of milk?

Frequency Percent

Highly Dissatisfied 3 5.0

Dissatisfied 12 20.0

Neither Satisfied nor Dissatisfied 18 30.0

Satisfied 16 26.7

Highly Satisfied 11 18.3

Total 60 100.0

.

Frequency of using Aanchal Milk

Table 4.4 depicts the use of respondents about the use of anchal milk by them. Out

of 60 respondents interviewed, 11(18.3%) were always used, 8(13.3%) were

mostly and12 (20.0%) were used occasionally. Moreover, a 16 (26.7%)

respondents were never used aanchal milk.

Table: 4.4How frequently do you use Aanchal milk?

Frequency Percent

Always 11 18.3

Mostly 8 13.3

Occasionally 12 20.0

Rarely 13 21.7

Never 16 26.7

Total 60 100.0

Satisfaction about the availability of Aanchal products in the market

Table 4.5 shows the satisfaction of respondents about the quality of milk used by

them. Out of total 60 respondents interviewed, 15(25%) were highly satisfied,

17(28.3%) were satisfied and 12(20.0%) were neither satisfied nor dissatisfied.

Moreover, 12(20%) respondents were dissatisfied and 4(6.7%) were highly

satisfied about the availability of Aanchal Milk products in the market place.

Table: 4.5How satisfied are you about the availability of Aanchal products in the

market?

Frequency Percent

Highly Dissatisfied 15 25.0

Dissatisfied 17 28.3

Neither 12 20.0

Satisfied 12 20.0

Highly Satisfied 4 6.7

Total 60 100.0

Satisfaction about the shelf-life of Aanchal milk products

Table 4.6 reports the satisfaction of respondents about the capability of

storage/shelf life of milk used by them. The data illustrates that 13(21.7%) were

highly dissatisfied, 17(28.3%) were dissatisfied and 10(16.7%) were neither

satisfied nor dissatisfied. Moreover, a 14(23.3%) respondents were satisfied and

6(10%) were highly satisfied. Hence it is evident that majority of the respondents

were dissatisfied with the durability of aanchal milk.

Table: 4.6How satisfied are you about the shelf-life of aanchal products?

Frequency Percent

Highly Dissatisfied 13 21.7

Dissatisfied 17 28.3

Neither 10 16.7

Satisfied 14 23.3

Highly Satisfied 6 10.0

Total 60 100.0

Satisfaction with the price

Table 4.7 illustrates the satisfaction of respondents about the quality of milk used

by them. Out of 60 respondents interviewed, 3(5%) were dissatisfied, 11(18.3%)

were neither and26 (43.3%) were satisfied. Moreover, 20 (33.3%) were highly

satisfied.

Table: 4.7How satisfied are you with the prices of aanchal milk in comparison to other

products?

Frequency Percent

Dissatisfied 3 5.0

Neither 11 18.3

Satisfied 26 43.3

Highly Satisfied 20 33.3

Total 60 100.0

Taste of Aanchal Milk

Table 4.8 depicts the satisfaction of respondents about the taste of aanchal milk in

comparison to the other milk brands. Out of 60 respondents interviewed, 4(6.7%)

were very poor, 12(20.0 %) were poor and 27(45.0%) were average, 15(25.0) were

good and 2(3.3%) were very good.

Table: 4.8How do you rate the Taste of aanchal milk in comparison of other milk

products?

Frequency Percent

Very poor 4 6.7

Poor 12 20.0

Average 27 45.0

Good 15 25.0

Very good 2 3.3

Total 60 100.0

Packaging of Aanchal Milk

Table 4.9 depicts the satisfaction of respondents about the quality of milk used by

them. Out of 60 respondents interviewed, 6(10.0%) were very poor, 8(13.3.%)

were poor and28(46.7%) were average 16(26.7)were good and 2(3.3%) were

very good.

Table: 4.9How do you rate the packaging of aanchal milk in comparison of other milk

products?

Frequency Percent

Very poor 6 10.0

Poor 8 13.3

Average 28 46.7

Good 16 26.7

Very good 2 3.3

Total 60 100.0

Ingredients

Table 4.10 depicts the satisfaction of respondents about the quality of milk used by

them. Out of 60 respondents interviewed, 7(11.7%) were very poor, 9(15.0%) were

poor and 26 (43.3%) were average and 18(30.0%) were good.

Table: 4.10How do you rate the ingredients of aanchal milk in comparison of other milk

products?

Frequency Percent

Very poor 7 11.7

Poor 9 15.0

Average 26 43.3

Good 18 30.0

Total 60 100.0

Product Range

Table 4.11depicts the satisfaction of respondents about the quality of milk used by

them. Out of 60 respondents interviewed, 10(16.7%) were very poor, 12(20.%)

were poor and18(30.0%) were average & 20 (33.3)were good.

Table: 4.11How do you rate the product range of aanchal in comparison of other milk

products?

Frequency Percent

Very poor 10 16.7

Poor 12 20.0

Average 18 30.0

Good 20 33.3

Total 60 100.0

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. Ananda is the dominating milk brand in Srinagar Garhwal Region. However,

Aanchal and Amul stood at number three on the brand popularity scale.

2. Majority of the respondents surveyed were using the milk with price up to

Rs. 35 per liter.

3. It has been noted from the results that 27% of total respondents were

satisfied, 18% were neither Satisfied nor Dissatisfied and the rest were

dissatisfied about the quality of aanchal milk.

4. Further, the analysis of the data revealed that around one fourth (26.7%) of

the total consumers surveyed have never used the aanchal milk 18.3% were

using it always.

5. It has also been reported that majority of the respondents were not satisfied

with the availability of aanchal milk products.

6. Further, majority of the consumer have considered the durability of aanchal

milk as weak i. e. it cannot be stored for longer hours.

7. Moreover, the consumers were found satisfied about the prices of aanchal

milk products. However, majority of the consumers were neither satisfied

nor dissatisfied with the taste of the aanchal milk.

8. Aanchal milk was rated average in respect to its packaging and ingredients

whereas, its product range were rated as good by most of the consumers.

The market share captured by the aanchal milk products amounts to about

one-fourths of the total market of milk in Srinagar Garhwal. Therefore, the

firm should devise effective strategies in increasing the sales of their milk

products. The strategy should incorporate effective supply chain

management, advanced level of promotions and projecting the products as a

potential brand. Further, 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,

lesser commission to the retailers and inadequate supply timings. The

retailers were of opinion that if the management of aanchal dairy focuses on

the timely delivery, better marketing strategies, better sales promotion

schemes and better margins to the retailers it could become the best-selling

milk brand in Srinagar Grahwal area. 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 majority of

the customers are satisfied with the price so it has been suggested the

standard and affordable price has to be maintained. Customers are also

expecting more quality from the brand so that the brand can also develop its

sales. Majority of the Aanchal dairy customers are expecting some more

dairy products from the company. Therefore, the company can focus and

expand its business.

Limitations of the Study:

1. The present study was based on 60 samples only.

2. The study was conducted in Srinagar town only. So this study was limited to this town only and it’s a representative town in Pauri district.

3. The views of the people are biased therefore it doesn’t reflect true picture.

CHAPTER 6

CONCLUSION

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. Presently FMCG market is very

competitive in the world. In this competition consumer is playing major role, every

company investigates the consumer behaviour and thus learn the marketing

strategies. The term consumer behaviour is defined as the behaviour that consumer

exhibits in searching for purchasing, using, evaluating and disposing of products

and services. There are numerous questions that include what they buy it, when

they buy it, where they buy it, how often they use it, how they evaluate it after the

purchase and the impact of such evaluate on future purchase and how they dispose

of it.

One of the most important constraints among the consumers is that we use a

variety of products on regular basis food, clothing, sheltering, transporting

education, equipment. As consumers, we play a vital role in the health of the

economy local, national and international. The decisions of consumers may affect

the employment of workers and the deployment of resources, the success of some

industries and the future of other. 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”. 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,

preferences, motivation that propels them to buy a particular brand product in the

market.

BIBLIOGRAPHY

1. David L-Loudon & Albert J. Della Bitta (1991) Consumer Behaviour (Fourth edition), New Delhi: McGraw Hill, International Editions.

2. John A. Howard, (1989) Consumer Behaviour, New York: Prentice Hall, International Edition.

3. Edward W. Cardiff, Richard R. Still and Norman A.P Govani, (1985) Fundamentals of Modern Marketing, New Delhi: Prentice Hall of India Pvt. Ltd.

4. Engel, James F., Kollat, David T., and black well, Roger D. (1968) Consumer Behaviour Holt, New York: Rinehart and Winston. Inc.

5. Raghbir Singh, (1989) Marketing and Consumers Behaviour, New Delhi: Deep & Deep Publications.

6. Philip Kotler, (1991) Marketing Management - Analysis, Planning, Implementation, and Control, (VII Edition), New Delhi: Prentice – Hall of India Pvt. Ltd.

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QUESTIONNAIRE

1. Which brand of Milk do you use?(a)Ananda (b) Paras (c) Param (d) Aanchal (e) Amul

2. What is the price of the milk used by you?(a) Upto Rs. 35 Per Ltrs (b) Between Rs. 35 to 40 Per Ltrs (c) Above Rs. 40 per ltrs3. Upto what extent are you satisfied with the quality of milk?(a) Highly Dissatisfied (b) Dissatisfied (c) Neither (d) Satisfied (e) Highly Satisfied4. How frequently do you use Aanchal milk?(a) Always (b) Mostly (c) Occasionally (d) Rarely (e) Never5. 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. How satisfied are you about the shelf-life of Aanchal products?(a) Highly Dissatisfied (b) Dissatisfied (c) Neither (d) Satisfied (e) Highly Satisfied7. 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 Satisfied8. 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 good9. 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 good10. 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. 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