Description
Customer satisfaction, a term frequently used in marketing, is a measure of how products and services supplied by a company meet or surpass customer expectation. Customer satisfaction is defined as "the number of customers, or percentage of total customers, whose reported experience with a firm, its products, or its services (ratings) exceeds specified satisfaction goals.
CUSTOMER SATISFACTION
CUSTOMER: A customer is the most important person ever in this field. A customer is not dependent on us…we are dependent on him. A customer is not an interpretation of our work. He is the purpose of it. We are not doing a for by serving him…he is doing us a favor by giving us the opportunity to do so. A customer is not someone to argue or match with. Nobody ever won an argument with a customer. A customer is a person who brings us his wants. It is our job to handle them profitably to him and to ourselves. SATISFATION: Satisfaction is a Person’s feeling of pleasure or disappointment resulting from comparing a products perceived performance Marketing is all-important because it is directed towards the satisfaction of consumer needs and in this; the consumer is the center of attraction of which marketing is carried out. In dealing with a diverse, complex personality whose likes and dislikes and style of living are hard to determine.
Consumer satisfaction:
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Satisfying customer is the only way to stay competitive in today’s Market place _ Customers have an expectation of service, and product performance that must be met. The balancing act between what customers want and what your company can provide must be optimized in order to maximize your firm’s long _ term profits. The performance falls short of expectations, the customer dissatisfied, if the performance matches the expectations, the customer is satisfied. If the performance exceeds expectations, the customer is highly satisfied or delighted. If the company increases customer satisfaction by lowering its price or increases its services, the result may be lower profits exceptional customer service results in grated customer retentions, This in turn results in higher profitability. Customer’s Satisfaction can be done by motivation research also by tracking studies. Motivation research helps in determining and Weakness of corporate satisfaction and loyalty programs, motivation research is usually an introductory step in developing an integrated customer satisfaction and loyalty system. Tracking studies may be conducted either by Telephone, Mail, Internet, and Interactive Voice response systems. Also Employee satisfaction measurement is a crucial first step in most corporate satisfaction and loyalty programs. Employees are the contact points between the corporate brand and customers.
MEASURING CUSTOMER SATIFACTION
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Resent changes to the ISO 9001: 2000 International standards require the organizational must have an effective method of measuring customer satisfaction to achieve ISO Certification. But how can companies actually measure their customer’s levels of satisfaction in an accurate and reliable way? Unless companies have the tools of accurately measure customer perceptions, their improvement programs may be based on data that is speculative, irrelevant, or down right misleading. In simple understandable terms measuring customer satisfaction present detailed information on how to develop questionnaires using under lying scientific principles. And methods of customer. Learn how to implement a customer determining satisfaction important service or product characteristics as received by the measurement and management program that permeates ever level of company, for becoming truly customer driven is essential for survival in the 21st century. Market research companies making has as customer
satisfaction research is gaining significance, Indian market research bureau (IMRB), one of the biggest research agencies, as spawned of a new wing customer satisfaction management.
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REVIEW OF LITERATURE
KANO MODEL OF CUSTOMER SATISFACTION: Dr.Noriaki kano, a professor at science university of Tokyo international consultant and lecturer in quality and an
management,
marketing and statistics proposed a model for customer satisfaction using attractive salary quality measurements. Kino’s model suggests that there are three types of attributes. ? Exciting, surpring, attractive performance, which increases customer satisfaction if completed; No effect if not completed. ? Desired or one – dimensional performance which has no effect on customer satisfaction; is neither positive nor negative. ? Expected or must be performance, which decrease customer satisfaction if not completed performed.
CUSTOMER NEEDS AND WANTS
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Needs are the basic forces that drive customers to take action and engage in exchanges. An unsatisfied need is a gap between persons actual and desired on some physical (or) Psychological dimension. We all have basic physical needs critical to our survival, such as food, drink, warmth, shelter and sleep. We also have social and emotional needs critical to our psychological well being such as security, belonging, love, esteem and self-fulfillment. Those needs that motivate the consumption behavior of individuals they are few and basic. Organization also must satisfy needs to assure their survival and well-being. Shaped by the organizations strategic objectives, these needs relate to the resource inputs, capital equipment wants and services necessary to meet those objectives. Wants reflect a person’s desires or preferences for specific ways of satisfying a basic need. Thus a person wants a particular product, brand or services to satisfy a need. A person is thirsty and wants coke. A person as tired and wants a vocation in Florida. A different person them may have very different wants to satisfy the same need. Every on needs to keep warm on cold winter nights, for instance. But some people want electric blankets, while others prefer old fashioned down comforters. This distinction between needs and wants helps put into perspective the charge that “Marketers create needs “or that “Marketers make people want things they don’t need”
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CUSTOMER VALUE AND SATISFACTION
Peter drucker observed that a company’s first task is “to create customers face a vast array of product and brand choices, prices and suppliers. How do they make choices?
We believe that customers estimate which offer will deliver the most value. Customers are value maximizes with in bound of search costs and limited knowledge, mobility and income, they form an expected of value, and act on it. Whether or not the offer lives up to the value expectations affects both satisfaction and repurchases probability.
Philip kotler says, “Of the dozens of categories of human action working, sleeping, walking, eating, breathing buying and so forth the one of the primary interest to the marketer is buying. The buyers decision making process can be very simple or very elaborate.
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OBJECTIVES OF THE STUDY
PRIMARY OBJECTIVES: * The objective of the study is to find out the consumer satisfaction of the competitive Milk brands in Bangalore city. * To measure the degree of awareness & Satisfaction level of Consumers with respect to “HERITAGE MILK & MILK PRODUCTS” in Bangalore city. SECONDARY OBJECTIVES: * To find out the market position of HERITAGE MILK with various other brands. * To study the degree of effectiveness of advertisements & promotional benefits on consumers. * To know customers opinion on quality, price, packing of HERITAGE MILK.
*
To find out the reasons for not purchasing HERITAGE MILK By the Consumers.
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SCOPE OF THE STUDY
The study can help the company to study the following :
*
This study gives information about consumer preferences on different brands of dairy milk.
*
This study gives information about consumer awareness on Heritage Milk & Milk Products.
*
This study gives information about to determine the brand leaders in Bangalore City.
*
The study is useful to know the consumer preference and their reasons to prefer and not to prefer Heritage Milk & Milk Products.
*
This study is useful to analyses the price position of their choice.
* *
This study is useful to know the impact of brand advertisement This study is useful to know the satisfaction level with different attributes of Heritage Milk & Milk Products.
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NEED & IMPORTANCE OF THE STUDY
Such Studies dealing with preferences of customers towards a particular brand of a superior quality goods will be immerse use to the industry as a whole. The Arrival of overall customer’s preferences as well as the changes taking place in the customer preferences such a knowledge will help the organizations in determine their product one as well as promotional program. The data as collected from consumers survey to know the following? To find out the consumer brand preferences. ? To find out the consumer awareness impact of advertisement and consumer satisfaction level with respective of Heritage Milk. ? To analyze pricing of Heritage Milk. The above stated reason has lead to conduct the survey about “A study on consumer satisfaction of Heritage Milk & Milk Products in Bangalore City”.
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RESEARCH METHODOLOGY
The theme of the Project work is to analyze the consumer satisfaction of varies competitive Milk dairy brands in Bangalore city. The method adopted for the study is collecting data. The data there are two ways. 1. Primary data 2. Secondary data
PRIMARY DATA: Primary data is the data collected by the researcher of the specific study. The study entitled “Consumer Satisfaction” with special reference to HERITAGE MILK& MILK PRODUCTS was carried in BANGALORE CITY. To get an accurate detail separate structured Questionnaires were designed for customers. Discussions were held with customers. The study is of 300 customers at different areas in BANGALORE CITY.
SECONDARY DATA: Secondary data can be defined on the data collected by some one else for the purpose of study. It is based on second hand information. The data collected with companies past record, Journals, Broachers and from the library.
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SAMPLE SIZE:
For the need of the study the customer survey was conducted. The sample size for the customers was 300 at different areas in BANGALORE CITY.
FIELD WORK:
The study was conducted in Bangalore city. Consumers were contacted in person and data was collected with the help of the Questionnaire.
ABOUT THE QUESTIONNAIRE:
The Questionnaire is the most common instrument used in collecting primary data for the study conducted. Questionnaires are one for the consumers were used. The following types of questions included in the Questionnaire are:
1. Multiple Choice Questions 2. Rating Questions 3. Ranking Questions and 4. Open-end Questions.
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LIMITATIONS OF THE STUDY
The project work was subjected to certain constraints, which have their effect on the 100% validity of the results.
The limitations are as follows:? The Study was restricted to Part of M.G.Road, Maratha Halli, Domlur and Koramagala in Bangalore city. ? The Study was restricted to household Customers only. ? Non-availability of the customers at home and the time when the survey was conducted. ? The Sample Size was restricted to 300 Customers. ? The Period was restricted to four months. ? The information gathered from the secondary sources of data may not reflect the actual as on data market position as it may not be updated.
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INDUSTRY PROFILE
Co-operative dairying in India is over 45 years old of the total milk. Produced in India, about two –thirds is buffalo milk land still larger proportion of buffalo milk is in the processed stage .The milk processing industry gained momentum and repeatability in the then Prime Minister of India, the Late Lal Bahadur Shastri, is over two and a half decades old. The operation flood programmed is 22 years old, and has entered phase 3.The milk sector is the second largest contributor to the agricultural economy in terms of produce. In 1990-91, the cooperative collected nearly 10 million and marketed 8 million liters of liquid milk per day. The annual milk production of India is expected to increase from 5.37 crore tons in 1991 to 5.64 crore tons (anticipated) in 199192. Of this production about 45% used for fluid consumption, the rest is converted into products such as ghee 33%, dali 8%, butter 6%, kova 5% and cheese, ice-cream and milk powder 3% .It should be pointed out that most of the milk is channeled through the local vendors or consumed directly, the processing of milk increased from 22, 000 tons (1970) to, 1,65,000 tone (1992).
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DAIRY DEVELOPMENT IN INDIA = (1950 –1970) (Piecemeal, fragmented and stagnant)
This must be viewed in contrast to what was happening, else where in India, during the same period, in the sphere of dairy development. In the first four five year plans (ending 1973 –74) over Rs. 5000 million had been spent on these activities .Yet, in this period milk production stagnated and the per capital availability of milk declined from about 132 gms / day in 1951 to 107gms in 1970 .The urban milk trade was largely in the hands of private traders, who together with middlemen, exploited both the rural population engaged in dairy farming. A piecemeal approach to rural dairy development did title to improve this position. Animal husbandry was considered an activity for the rural areas, whereas dairy development was only on the cities .For the farmer projects such as the key village scheme and the intensive cattle development program were taken up These were aimed at improving milk yields through better management of cattle and eventual up gradation of breeds. These projects the themselves never paid much attention either to the marketing of the additional milk that was supposed to produce, or to its processing. Indian dairying is marked by high seasonal fluctuations of milk production. This is caused by the breeding cycle, as well as feeding practices. Mostly, crop residue is fed to animals; the availability varies from season to season. There is therefore a flush season, when milk animal produce nearly doubles the quantity of milk they do in the lean season .At that time results in animal gluts. 14 producer and the consumer. Such a structure acted as a setback to the development of
COMPANY PROFILE
Heritage milk a Naturally Nutritive, rich, fresh, whole some food par excellence with self contained protective food characteristic Hygienically procured pasteurized and poly packed under PFA standards, Heritage milk is a complete food for any age, be it children, teenagers, adults, expecting mothers as older citizens. Rich with just about all-essential nutrients. Heritage milk is full of strength building proteins, energy giving carbohydrates and fats, bone and teeth building calcium, phosphorous and the essential life giving vitamins. 1992 Heritage Foods (India) Limited was incorporated as a public limited company under the Companies Act, 1956 with its Registered and Corporate office at Hyderabad, Andhra Pradesh in South India with the primary object of manufacturing and supplying quality Milk and Milk Products to the diverse populace. Taking off with its flagship processing plant at Chittoor, Andhra Pradesh in April 1993, Heritage spread its wings during the years hence. To raise resources, Heritage went public in November 1994. This Public issue was oversubscribed 54 times – a moving .Testimony to the level of confidence the investing public reposed in the promoters and in the management of the entire. Currently Heritage services around 14500 resident and non-resident shareholders.
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1995 Under the able guidance of eminent people like Sri D Seetharamiah, Dr R Nagarcenkar, Sri S N Daga, Sri N P Ramakrishna, Smt N Bhuvaneswari and Dr V Nagaraja Naidu, the then Directors, Heritage continued to embark on its ambitious has of expansion. The Directors with their varied & extensive expertise and experience in the fields of Agriculture, Industry and finance and their intimate understanding of the rural socio economic scenario have been able to strengthen the systems and strategies of Heritage, which contributed to the current status of Heritage as a leading player in South India. Heritage set up with a primary objective of bringing prosperity through co-operative efforts to rural families of Andhra Pradesh has more than succeeded in its endeavor. It has grown leaps and bounds in the process. By choosing Chittoor district of Andhra Pradesh as its primary procurement base of milk, Heritage had taken full advantage of the large, high yielding and crossbred cow population found in the area, which has become the secret of the success story of Heritage. Designing and relentlessly implementing carefully chalk it out milk production and development plan; Heritage has penetrated deep into rural areas. It has succeeded in convincing people even in tiny hamlets to take to dairy farming as a way of supplementing their daily income. Today there is a network of above 140 milk collection routes, above 3000 milk collection agents and 1,40,000 dairy farmers who supply approximately 3,75,000 liters of milk every day. And an established distribution network with 1200 milk agents for distribution of sachet milk and 300 distributors to handle Heritage Milk products. Today, Heritage is the largest milk and milk products producing private sector enterprise in South India. 16
For a Dairy Company in India, distribution is an invaluable asset, which when managed well becomes a key competitive strength. The scattered nature of India’s population, though connected by motorable roads, implies a high cost of penetration, considerable complexity of logistics and challenges of Customization to consumer needs. In a short time, spanning just five years, Heritage has been able to establish a strong brand equity that commands loyalty not only among the consumers but also with the trade. Responding to the changing needs of customers, Heritage forged ahead translating their desires into marketable products with an ever-expanding base of loyal Consumers. Today, a whole rang of dairy products are marketed under the brand “Heritage” and are extensively distributed in states of Andhra Pradesh, Karnataka, Kerala, Madhya Pradesh, Maharashtra, Orissa, Tamil Nadu, and West Bengal and in the Union territory of Pondicherry.
“First dairy in Southern India to be accredited with ISO 9002: 1994 certifications”.
Heritage’s soul has always been imbibed with an unwritten perpetual commitment to itself, to always produce and provide quality products with continuous efforts to improve the process and environment. Adhering to its moral commitment and its continuous drive to achieve excellence in quality of Milk, Milk products & Systems, Heritage has always been laying emphasis on not only reviewing & redefining quality standards, but also in implementing them successfully. All activities of Processing, documented with detailed quality plans in each of the departments.
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Heritage is the first dairy Company in Southern India to have been awarded the ISO 9002: 1994 certification for implementing quality systems in processing, packing & selling of Liquid Milk at its plant at Narketpalle, Sales office & registered office at Hyderabad. Today Heritage feels that the ISO certificate is not only an epitome of achieved targets, but also a scale to identify & reckon, what is yet to be achieved on a continuous basis. Though, it is a beginning, Heritage has initiated the process of standardizing and adopting similar quality systems at most of its other plants. “Give Yourself & Your family the best quality Products – The Hygienic way” Centering its processes on manufacturing safe, healthy, functional wholesome food products, Heritage evolves everyday to understand and make true the concerns of the consumers in relation to freshness, taste & texture and vitally hygiene. At Heritage quality of the Milk and Milk Products equates to survival and growth of the business. Factors such as plant conditions, manufacturing practices, housekeeping, sanitary standards, personal hygiene and work habits of employees and visitors, assume critical importance in control of quality, product safety, personal safety and financial integrity. And the origin, i.e., the dairy animal, assumes much higher predominance since; its health, its safety, its hygiene and its productivity are the business enablers for an y Company in the Dairy sector. Focusing on all aspects of quality right at procurement (from farmer), chilling and transportation of Milk to the processing plant and finally through the pasteurization, homogenization, packing and delivery to your door step, Heritage strictly adheres to ISO – self-developed standards,
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Heritage believes that Governance is:
? An ability to operate in a self-drive, self- regulated, selfdisciplined And self-assessing mechanism with a social conscience. ? A voluntary mechanism - in which there is free, independent and Unbiased monitoring. ? Operating in a congenial work environment where the
communication is effective. ? With a higher degree of transparency in management of affairs and in financial and non-financial corporate disclosures. ? Which realizes the Company’s accountability to all stakeholders, especially to minority shareholders and ensures fairness in dealings with them. Heritage feels the need for Corporate Governance not because it is mandatory, such Governance is in the interests of the Company, as it would not only increase and improve the rapport between Board, Management, Employees, Customer, Shareholders and other Stakeholders, but also it will enhance mutual confidence and trust among them. The structure, processes and practice of governance enable focus on the good corporate culture while simultaneously facilitating effective management of the business.
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COMPOSITION
Variety ( % ) Whole Milk Fat (%) 6
Homogenized Toned Milk Standard Milk Double Toned Milk Golden Cow Milk
Food Energy Milk ( W:30g)
3 4.5 1.5 3.5
105K Cal
Protein Fat Calcium Iron Carbohydrate
MAIN DAIRY PLANT:
6g 9g 165mg 0.2 mg 1g
Today there is a network of above 140 milk collection routes, above 3000 milk collection agents and 1,40,000 dairy farmers who supply approximately 3,75,000 liters of milk every day. And an established distribution network with 1200 milk agents for distribution of sachet milk. And 200 distributors to handle Heritage Milk products. Main Dairy Plant “Gokul” at Kasipentla Installed Capacity: 1,00,000 liters per day.Nestling amongst lush green trees on the footsteps of Tirumala, the abode of Lord Venkateswars, “Gokul” is a sprawling 22 acres, state – of- the art milk processing plant, in environs, which reverberate quality and hygiene. “Gokul” is a combination of tradition and a futuristic invigorating environment that caters to the cutting edge demand for Heritage Milk and Milk products.
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PROCESSING AND PACKING PLANTS: CHITTOOR: This plant is started on April 1993; this plant capacity is 50,000 Liters per day. SHANTHIPURAM: This plant is started on February 1995, and this plant capacity is 50,000 Liters per day. NARKETPALLI: This plant is started on June 1995, and this plant capacity is 75,000 Liters per day. BAYYAVARAM: This plant is started on November 1995, and this plant capacity is 25,000 Liters per day, the bayyavaram Plant is processing and Packing plant. YADAVANAHALLI: (Bangalore South ) This plant is started on March 2000,and this plant capacity 1,00,000 Liters per day, this plant so near to the Bangalore market so sales also at Bangalore city only. PROCUREMENT AND PROCESSING PLANTS PILER: Installed Capacity: 40,000 Liters per day Commissioning: November 93.The plant Procures and processes fresh milk every day and puts the milk on an onward journey to the main dairy plant “ Gokul” Yerraguntla Village, Piler – tirupathi Rd, Piler Mandal, Chittoor Dist.
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MADANAPALLI:
Installed
Capacity:
40,000
Liters
per
day
Commissioning: August 94.Madanapalli procurement and processing plant is the immaculately manicured, spacious work plant located in a rich cow belt area catering the milk requirement of the Bangalore packing station. Basinikonda Village. And also Heritage Dairy Plants having the following areas: 1.Thiruvannamalai 2.Mappavaram 3. Uthangarai 4.Darsi 5.Atmakur 6.Santhamangaluru 7.Madhira 8. Kandukur
Heritage Slogan
When you are healthy, we are healthy When you are happy, we are happy We live for your “HEALTH & HAPPINESS”
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ORGANISATION STRUCTURE
Brand Incharg e Sales Represent Executive atives s
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Share Holders
Board of Directors
President
Vice President
Deputy G.M Market ing
Deput y G.M Tech
Deput y G.M Proces sment
Person al Manag er
Purch asing Manag er
Qualit y Manag er
Supervi sor
Supervi sor
Asst. Persona l Manage r
Executive s
Executive s
THE MILK PRODUCTS OF HERITAGE DAIRY
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Heritage milk a naturally nutritive, Rich, fresh, wholesome food par excellence with self-contained pasteurized and protective poly characteristics. under PFA Hygienically Procured, packed
standards, Heritage milk is complete food for any age, be it children, teenagers, adults, expecting mothers or older citizens. Rich with just about all – essential nutrients….. Heritage Milk is full with strength building proteins, energy giving carbohydrates & fats, bone & teeth building calcium & phosphorus and the essential life giving vitamins. The Milk Products of dairy are as follows. 1. Ghee 2. Skimmed milk power 3. Butter milk 4. Curd 5. Toned milk 6. Double Toned milk 7. Real fresh 8. Whole milk.
TABLE. 1
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Table Showing the Family size of the respondents:
Size of the family 2 persons 3 persons 4 persons Above 4 persons Total Interpretation:
No. of respondents 3 45 150 102 300
Percentage 1% 15 % 50 % 34 % 100 %
The above table indicates that a majority of 50% of the respondent’s family size is 4 persons, 34% of the respondent’s family size is above 4 persons, 15% of the family size is 3 persons and
remaining 1% of the respondent’s family size was 2 persons. Inference: Majority of 50% Respondents belongs to 4 persons size, so the the above tables tells about the 4 persons family is goes to first place
CHART. 1
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FAMILY SIZE OF RESPONDENTS 160 140 120 100 80 60 40 20 0 150 102 45 3 2 persons 3 persons 4 persons Above 4 persons
NO. OF RESPONDENTS
27 SIZE OF THE FAMILY
TABLE. 2
Table Showing the Respondents preferred or using milk:
Type of milk Cow’s milk Buffalo’s milk Packed milk Total Interpretation: The above table
No. of respondents 32 47 221 300
Percentage 11 % 16 % 73 % 100 %
indicates
that
a
majority
of
73%
the
respondents prefer packed milk, 16% of them prefer buffalos milk and remaining 11% of the respondents prefer cow’s milk. Inference: Majority of 73 % Respondents Using the packed Milk, so the the above tables tells about the customers give most preference in packed milk only.
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CHART. 2
RESPONDENTS PREFERED FOR USING MILK
Cow’s milk, 32 Buffalo’s milk, 47
Packed milk, 221
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TABLE. 3
Table Showing the Pack size preferred by the respondents:
Pack size 200ml 500ml 1 liter Total Interpretation:
No. of respondents 75 185 40 300
Percentage 25 % 61 % 14 % 100 %
The above tabulation indicates that majority of 61 % of the respondents prefer 500ml packets, 14% of them prefer 1-liter packets and remaining 25 % of the respondents prefer 200ml pack size. Inference: Majority of 61 % Respondents Prefer for the 500 ml packed Milk, so the above tables tells about the customers give most preference in 500 ml packed milk, because most of the families having 4 persons so they will purchased 500 ml packets.
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CHART. 3
PACKED SIZE PREFERED BY THE RESPONDENTS
200 180 160 140 120 100 80 60 40 20 0 200ml 75
185
NO OF RESPONDENTS
40
500ml
PACKING SIZE
1 liter
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TABLE. 4
Table Showing the Dairy consumption of the milk by the respondents:
Quantity of milk 500ml 1 Liter 2 Liters Above 2 liters Total Interpretation:
No. of respondents 35 160 85 20 300
Percentage 12 % 53 % 28 % 7% 100 %
The above tabulation indicates that majority of 53 % of the respondents prefer 1 liter packets, Next 28% respondents using 2 liters, after that 12 % respondents using 500 ml and 7 % respondents prefer 2 liters and above. Inference: The above table tells about the responds first prefer in 1 liter packets in 53 % of respondents.
.
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CHART. 4
DAILY CONSUMPTION OF THE MILK
NO. OF RESPONDENTS
160 140 120 100 80 60 40 20 0
160
85 35
20 1 Liter 2 Liters Above 2 liters
500ml
QUANTITY OF MILK
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TABLE. 5
Table Showing the Respondents preferred brand of packed milk
Brand Heritage Nandini Tirumala Dodla Shruthi & Others Total
No. of respondents 121 61 35 32 51 300
Percentage 40 % 20 % 12 % 11 % 17 % 100
Interpretation: The above tabulation indicates that majority 40 % of the respondents prefer Heritage Milk, Next 20 % respondents using Nandini Milk, after that 17 % respondents using Shruthi & Other Brands,rest of the respondents using Tirumala and Dodla brands. Inference: The above table tells about the responds most of the peoples using Heritage Milk at 40 %.
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CHART. 5
RESPONDENTS PREFERED BRAND MILK
150 100
NO OF RESPONDENTS
121 61 35 32 51
50 0
Heritage Nandini Tirumala Dodla Shruthi & Others
BRAND NAMES
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TABLE. 6
Table Showing the Experience of the respondents
Year of experience Below 6 months 6 months to 1 years 1-2 years More than 2 years Total
No. of respondents 64 141 45 50 300
Percentage 21 % 47 % 15 % 17 % 100 %
Interpretation: The above tabulation indicates that respondents experience at using the Heritage Milk here 47 % respondents 6 Months to 1 Year they were using, Here one more thing Heritage Milk using customers more than 2 years only 17 % respondents using. Inference: The above table tells about the responds most of the peoples using Heritage Milk 6 moths to 1 year.
CHART. 6
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EXPERIENCE OF RESPONDENTS 160 140 120 100 80 60 40 20 0 141
NO. OF RESPONDENTS
64 45
50
Below 6 months
6 months to 1 years
1-2 years
More than 2 years
PERIOD OF USING
TABLE. 7
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Table Showing the Influencing factors to purchase current brand
Influencing factors Freshness (quality) Packing Price Advertisement Total Interpretation:
No. of respondents 161 52 35 52 300
Percentage 54 % 17 % 12 % 17 % 100 %
The above tabulation indicates that respondents willing to purchase in Heritage Brand Milk, this is the reasons in freshness and good packing and price, Respondents give response in 54 % people in freshness we are prefer in Heritage Milk. Inference: The majority of 54 % respondents using the Heritage Milk on freshness is one good reason they are believe the freshness of the Milk.
CHART. 7
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FACTORS INFLUENCING TO PURCHASE BRANDS
52
Freshness (quality)
35
Packing
161 52
Price Advertisement
TABLE. 8
Table Showing the Respondents Brand awareness of Heritage Milk
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Awareness Aware Unaware Total
No. of respondents 211 89 300
Percentage 70 % 30 % 100 %
Interpretation: The above tabulation indicates that Heritage Milk using
customers given aware in Heritage Milk 70 % respondents and unaware in 30 % respondents. Inference: The above table indicates that 70% of the respondents are aware 30% are unaware of Heritage milk.
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CHART. 8
41
42
BRAND AWARENESS ABOUT THE HERITAGE MILK
250 200 150 100 50 0 Aware 211 89
Unaware
TABLE. 9
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Table Showing the Respondents come to know of Heritage Brand Media Hoardings Wall posters Friends and relatives Total No. of Respondents 65 79 156 300 Percentage 22 % 26 % 52 % 100 %
Interpretation: The above tabulation indicates that respondents know about the Heritage Milk through in Hoardings 22 % and wall posters 26 % and most of the respondents know the Heritage Milk through Friends and relatives in 52 %. Inference: The majority of Respondents knowing the Heritage Milk through Friends and relatives in 52 %.
CHART. 9
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RESPONDENTS KNOWING ABOUT THE HERITAGE MILK 200 150 100 50 0 156 65 79
NO. OF RESPONDENTS
Hoardings
Wall posters
MEDIA
Friends and relatives
TABLE. 10
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Table Showing the Respondents trained of Heritage Brand
Trained Yes No Total
No. of respondents 160 140 300
Percentage 53 % 47 % 100 %
Interpretation: The above tabulation indicates that respondents trained by Heritage Milk Company that trained customers in 53 % and they don’t know about the training peoples in 47 % Inference: The Majority of 53 % respondents trained by the Heritage Milk company so majority at customers in Heritage Side only.
CHART. 10
46
47
RESPONDENTS TRY TO USED HERITAGE MILK
No 47% Yes 53%
TABLE. 11
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Table Showing the Reasons for Respondents prefer heritage milk
Influencing factors Quality Price Availability Total Interpretation:
No. of respondents 159 61 80 300
Percentage 53 % 20 % 26 % 100 %
The above tabulation indicates that majority of 53 % of the respondents prefer Quality they were purchasing Heritage Milk first reason is Good Quality Milk in Heritage Milk. Next is availability in all the areas so this is also one reason respondents 26 % and last is Pricing is reasonable pricing that is 20 % respondents. Inference: The above table indicates that a majority of respondents prefer in Quality of Heritage Milk.
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CHART. 11
REASONS FOR RESPONDENTS PREFER HERITAGE MILK
160 140 120 100
NO OF RESONDENTS
159
80 60 40 20 0 Quality Price
MAIN REASON
80 61
Availability
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TABLE. 12
Table Showing the Opinion on the price of Heritage milk compares to other Brands of milk
Opinion of price High Very high Moderate Low Total Interpretation:
No. of respondents 70 45 185 300
Percentage 23 % 15 % 62 % 100 %
The above tabulation indicates about the opinion of Heritage Milk in pricing structure 62 % of the respondents given opinion of Heritage Milk pricing is Moderate and 23 % High and some respondents 15 % of them said that very High but no body did not say its low price. Inference: The above table indicates about the pricing structure Majority respondents 62 % of said pricing of Heritage Milk is Moderate.
CHART. 12
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RESPONDENTS OPINION ABOUT THE HERITAGE MILK PRICING
No. of respondents
200 180 160 140 120 100 80 60 40 20 0
185 70 High
45 0 Moderate
DIFFERENT OPINIONS
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TABLE. 13
Table Showing the Consumers perception on packing of Heritage milk
Packing of Heritage milk Good Average Bad Total Interpretation:
No. of respondents 150 100 50 300
Percentage 50 % 33 % 17 % 100 %
The above tabulation indicates about the packing of Heritage Milk so the respondents given opinion on packing majority of good that is 50 % and average is 33 % last one is bad packing 17 % respondents said that it not good. Inference: The above table indicates about the packing on Heritage Milk so most or the respondents said that this packing is good 50 % of the peoples given there opinion about the packing.
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CAHRT. 13
CONSUMERS PERCEPTION ON PACKING OF HERITAGE MILK
Bad, 50
Good
Good, 150 Average, 100
Average Bad
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TABLE. 14 Table Showing the Respondents satisfaction with Heritage milk Satisfaction Highly satisfied Satisfied Highly dissatisfied Dissatisfied Total No. of respondents 105 135 15 45 300 Percentage 35 % 45 % 5% 15 % 100 %
Interpretation: The above tabulation indicates about the respondents
satisfaction with Heritage Milk here respondents satisfied 45 % of the respondents Highly satisfied respondents of 35 % and Dissatisfied of respondents 15 % peoples lastly Highly Dissatisfied customers percentage is 5 %. Inference: The above table indicates about the respondents satisfaction with Heritage Milk satisfied customers percentage 45 %.
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CHART. 14
RESPONDENTS SATISFACTION WITH HERITAGE MILK
160 140 120 100 80 60 40 20 0 Highly satisfied Satisfied Highly Dissatisfied dissatisfied 15 45 105 135
OPINION OF CUSTOMERS
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TABLE. 15
Table Showing the Respondents rank on the quality of heritage milk: Rank of quality Excellent Very good Good Average Poor Total Interpretation: The above tabulation indicates about the quality of Heritage Milk most of the respondents said that average its 37 % next one good its 29 % respondents, but 9 % of respondents said that its poor quality of milk any how its very low percentage of 9 %. Inference: The above table tells about the respondents majority is average milk quality majority of respondents said that its good quality 50 %. No. of respondents 35 42 85 110 28 300 Percentage 11 % 14 % 29 % 37 % 9% 100 %
CHART. 15
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RESPONDENTS RANKING ON THE QUALITY OF HERITAGE MILK 120 100 80
NO OF RESPONDENTS
110 85
60 40 20 0 35
42 28
Excellent Very good Good
Average
Poor
CUSTOMERS RESPONCE
TABLE. 16
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Table Showing the Respondents opinion on Media for sales promotion: Media Television Radio jingles Newspapers Hoardings Wall posters Total No. of respondents 55 86 50 67 42 300 Percentage 18 % 29 % 17 % 22 % 14 % 100 %
Interpretation: The above tabulation indicates about the Media most of respondents given their opinion Radio jingles at 29 % next Hoardings at 22 % last preference in Wall posters at 14 % of respondents said that opinion about the varies media’s. Inference: The Majority of respondents knowing the Heritage Milk with respect or radio jingle at 29 %.
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CHART. 16
60
61
RESPONDENTS OPINION ON MEDIA FOR SALES PROMOTION 100 90 80 70 60 50 40 30 20 10 0 86 55 50 67 42
NO OF RESPONDENTS
sio n
Ho ar d ing
s ing l es ers Ne ws pap
CUSTOMERS IPINION
TABLE. 17 62
lev i
Ra dio j
Wa ll
pos t
Te
ers
Table Showing the Respondents expecting sales promotion activities from manufacturer: Sales promotion activities Gifts Discounts Lucky draws Offers Total Interpretation: The above tabulation indicates about Respondents expecting sales promotion activities from manufacturer most of them expect in Gifts its 50 % peoples asked this type of offer. Next Lucky draws its 19 % respondents, Discounts its 17 %. Last one offers this one asked 14 % respondents. Inference: The Majority of respondents expecting Gifts its 50 % No. Of respondents 150 51 56 43 300 Percentage 50 % 17 % 19 % 14 % 100 %
respondents most like this type of offers.
63
CHART. 17
64
65
RESPONDENTS EXPECTING SALES PROMOTION ACTIVITIES FROM MANUFACTURE
160 140 120 100 80
NO OF RESPONDENTS
Gifts, 150
60 40 20 0 Gifts
Lucky Discounts, draws, 56 51
Offers, 43
Discounts Lucky draws
Offers
CUSTOMERS EXPECTING FROM MANUFACTURES
TABLE. 18 Table Showing the Factors influenced reasons for not buying Heritage milk: Factors influenced Non availability Unawareness Poor quality No. of respondents 46 89 10 66 Percentage 29 % 56 % 6%
High Price Total Interpretation:
15 160
9% 100 %
The above tabulation indicates about Reasons for respondents why they were not buying Heritage Milk, The main reason is unawareness of the of Heritage Milk its 56 % of respondents said this reason. Next one is non availability of this Heritage Milk their areas it’s a one reason they were not buying the Heritage Milk. Inference: The Majority of respondents why they were not buying Heritage Milk means some of respondents were unaware of the this brand its 56 % of the respondents. Next one is non available of Heritage Milk their areas.
CHART. 18
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REASONS FOR NOT BUYING HERITAGE MILK WHATS THE REASON 100 80 60 40 20 0 89 46 10 15
NO OF RESPONDENTS
Non availability
STATISTICAL ANALYSIS
Unawareness
CUSTOMER REASONS
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Poor quality
High Price
? PERCENTAGE ? WIGHTED AVERAGE ? CHI-SQUARE TEST STATISTICAL ANALYSIS To fulfill the objectives of the study both conventional and Non_Conventional statistical techniques were used. The conventional statistical techniques adopted in the present study are percentage analysis and graphical representations.
WIGHTED AVERAGE
Where the relative importance is the different items is not the same. Weighted arithmetic mean is computed. The term weight stands
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for the the relative importance of the different items. The formula for calculation is Xw = ?W / ? W where Xw X Wx = represents the weighted arithmetic mean = represents the weighted variable value = represents the weighted the weights
PRECENTAGE: Percentage is a special kind of ration, which is used in marketing comparison between two or more series of data. Percentage can also be used to compare the relative
items,relationships, and the distribution of two or more series of data
CHI-SQUARE TEST
The chi-square test is an important among the several tests of significance developed by statistics. Chi-square symbolically written by 70
?2 , is a statistical measure used in the context of sampling analysis for comparing a variance to a theoretical variance. It is a non-parametric test, it can be used to determine if categorical data shows dependency or two classifications are independent. It can also be used to make comparison between theoretical population and actual data when
categories are used. thus the chi-square is applicable in the large number of problems
STEPS INVOLUED IN CHI-SQUARE TEST 1.First of all calculate the expected frequency on the basis of given hypothesis or on the basis of null hypothesis. Expected frequency = /grand Total] [(Row total) x (column total)
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2.
Obtain
the
difference
between
the
observed
and
expected
frequencies and find out the square of such differences i.e., calculate (Oij – Eij )
3. After that calculate the corresponding expected frequency to get (O ij – Eij )2 / Eij.
4.Find the summation of (Oij – Eij )2 / Eij. Values or what the cell ? (Oij – Eij )2 / Eij. This is ?2 value.
The ?2
value obtained as such should compared with relevant
table value of ?2 and then inference be draw as stated below.
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WEIGHTED AVERAGE
TEST NO. 1 Table showing the rank of various brands based on the preference of retailers
Brands/Ranks
1 121 61 35 32 51 300
2 70 85 55 47 43 300
3 32 68 50 65 85 300
4 27 44 92 56 81 300
6 50 42 68 100 40 300
Total 300 300 300 300 300
Heritage Nandini Tirumala Dodla Shruthi & Others Total
Heritage
=
121x5+70x4+32x3+27x2+50 5+4+3+2+1 1085/15 = 72.33 ( 1st Rank )
Nandini
=
61x5+85x4+68x3+44x2+42 5+4+3+2+1 979/15 = 65.03 ( 2nd Rank )
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Tirumala
=
35x5+55x4+50x3+92x2+68 5+4+3+2+1 797/15 = 54.08 ( 4th Rank )
Dodla
=
32x5+47x4+65x3+56x2+100 5+4+3+2+1 765/15 = 51.46 ( 5th Rank )
Shruthi & Others
=
121x5+70x4+32x3+27x2+50 5+4+3+2+1 884/15 = 58.08 ( 3rd Rank )
From the weighted average method we come to know that the first rand goes to Heritage, second rank goes to Nandini,Third rank goes to Shruthi & Others, Fourth rank goes to Tirumala and Fifth rank goes to Dodla.
CHI-SQUARE TEST
TEST NO.2
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Ho : There is no significant different between the consumer satisfaction And family size of consumers. Ho : There is and significant different between the consumer satisfaction
Family size of consumers
Oi 3 45 150 102 Total
Ei 75 75 75 75
( Oi – Ei )² 5184 900 5625 729
(Oi – Ei )² /Ei 69.12 12.00 75.00 9.72 165.84
?2
= ( Oi – Ei )² / Ei ~ ?2 n-1 = 165.84 ~ ?2 4-1 = 165.84 ~ ?2 3
Degree of freedom = ( n-1) = 4-1 = 3 ?2 table value of 5% level of significance at 3 d .f is 7.82 H0: reject Conclusion: since calculated value > table value.
FINDINGS
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? Majority of the respondents family family.
50 % are having 4 persons in a
And 34 % respondents having above 4 persons in a
? Majority of the respondents 73 % consuming packed milk. ? 61 % of the consumers preferred to have 500 ml packed milk. ? Majority of the respondents 40 % consuming Heritage Milk, it’s a first Place in the Milk supply in Bangalore city. ? Majority of respondents 47 % consuming Heritage Milk theywere Using more than 6 months to 1 year. ? 62 % of the respondents are giving preference to the quality. ? 70 % of the respondents giving preference to the awareness of Heritage Milk Brands. ? 50 % of the respondents are perception of the packing they were Giving its good, 33 % of the respondents are said that average. ? 45 % of the respondents were satisfied for the Heritage Milk, 35 % of Respondents were highly satisfied for the Heritage Milk. ? 50 % of the respondents expecting Gifts for the sales promotion Activates from the manufactures. ? 29% of the respondents are known to the about the Heritage Milk Advertisements in Radio jingles.
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SUGGESTIONS
? Heritage Milk has got high awareness and preference. But still brand like Nandini are poling on top of the mind. The company should try to position them self as a commercial brand with quality and increasing shoppers in uncovered areas. ? The company should use print media and hoarding effectively for advertising Heritage Milk.
? Efforts should be made to improve communication between dairy authorities and end users through regular interaction. ? Information regarding the manufacturing facilities and the hygienic conditions maintained by Heritage dairy should be provided to the consumers in the form of attractive pamphlets. ? Slides and documentary files to be shown in cinema halls before news bulletin or intermission time. ? Promote and sponsor athletics and sports meets in various colleges and schools by projecting the Heritage dairy milk mascot. It has to covered by local T.V network..
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? Sales
promotions
include
directed
man
dealer
calls,
promotional fairs and exhibitions, distribution of samples demonstration of products and preparing sales literature, booklets for distribution and training the field force to call on Clint. ? Improve products. ? The company should conduct meets in flats, colonies and uncovered areas still now for promoting the brand. ? Most of the consumers prefer 500ml milk packets. So that most concentrations on that pack size. the quality, reduce the price and put more
concentration on packaging aspects and promoting other
CONCLUSION
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The Project work titled “A Study on Consumer Satisfaction of Heritage Milk & Milk products with a special reference in Bangalore city” has provided on opportunity to study and understand the performance of the competing Milk brands. The study was undertaken by analyzing the performance of four major players in the Milk industry that is Heritage, Nandini, Tirumala, Dodla, Shruthi &
others. The Customers Satisfaction towards these four brands was found out by conducting a sample survey of 300 Customers in Bangalore city. With the help of the customers survey results, the claims of these companies were cross checked for their validity. The entire study was carried out with a special focus on Heritage Milk & Milk products. The study revealed that Heritage is the No.1 brand with a very good hold in the market and the retailers survey results also proved the same. It is followed by Heritage occupying the first position in the market.
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WHY HERITAGE MILK?
Heritage Milk is pure 100% Free from Harmful Bacteria Processed at ISO – 9002 Certified dairy Trusted for its quality Fortified with Vitamin A. Recommended for children by pediatricians.
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QUESTIONNAIRE FOR CONSUMERS
1. Name : 2. 3. Age Sex : :
4. What is the size of your family ? a) 2 b) 3 c) 4 d) above 4
5. Which type of milk are you using at present ? a) Cow’ s milk b) Buffalo’s milk c) Packed milk
6. If you are using packed milk what pack size do you prefer ? a)200ml b) 500ml c)1 ltr
7. What is the quantity of milk consumed per day ? a) 500ml 2 ltr 8. What is your brand of packed milk ? a) Heritage e) Tirumala b) Aavin c) Arokya d) Jersey f) Others (Specify______) b)1ltr c) 2 ltr d) above
9. How long have you been using your current brand ? a)Below 6 months c) 1-2 years b) 6 months to one year d) More than two years
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10. What factors influenced you to select the brand ? a) Fresh ness d) Advertisement 11. Are you aware of heritage milk ? a)Yes b)No b) Packing c) Price
12. How did you come to know of heritage milk ? a) Hoardings b) Wall posters c) Friends and Relatives
13. Do you use Heritage milk ? a) Yes If No b) No go to question no 19 If Yes fill in the following questions
14. Why do you prefer Heritage milk ? a) Quality b) Price c) Availability d) Advertisement
15. What do you think of the price ? a) High b) Very High c) Moderate d) Low
16. How do you grade the packing of Heritage milk ? a) Good a) Highly- satisfied c) Dissatisfied b) Average b) Satisfied d )Highly dissatisfied c) Bad 17. Are you satisfied with the quality of Heritage milk ?
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18 Rank the quality of Heritage milk ? a) Excellent d) Average b) Very Good e) Poor c) Good
19. Reasons for not buying Heritage milk? a) c) Non- Availability b) Unawareness Poor Quality d) High price advertising media attracted you c) News papers
20. Which of the following more(current brand) ? a) T.V d) Wall posters
b) Radio Jingles e) Hoardings
21. What are the promotional benefits you except from the manufacturer ? a) Gifts 22. a) b) c) b) Discounts c) Lucky draws d) Offers
Give your suggestions to improve Heritage milk .
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BIBLIOGRAPHY
? Marketing Management ? Marketing Research ? Quantitative Techniques ? Statistical Methods ? Principles of Marketing ? Research Methodology
- Philip Kotler - D . D . Sharma - D.Shanthi Sopihia Bharathi - S . P .Guptha - Philip Kotler -C.R.Kothari Prakasham
And also A&M Magazine, Booklets, Broachers, Pamphlets, impulse Foods2000 Websites :www.google.com www.heritagefoodsindia.co.in
Company web site:
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doc_394442476.doc
Customer satisfaction, a term frequently used in marketing, is a measure of how products and services supplied by a company meet or surpass customer expectation. Customer satisfaction is defined as "the number of customers, or percentage of total customers, whose reported experience with a firm, its products, or its services (ratings) exceeds specified satisfaction goals.
CUSTOMER SATISFACTION
CUSTOMER: A customer is the most important person ever in this field. A customer is not dependent on us…we are dependent on him. A customer is not an interpretation of our work. He is the purpose of it. We are not doing a for by serving him…he is doing us a favor by giving us the opportunity to do so. A customer is not someone to argue or match with. Nobody ever won an argument with a customer. A customer is a person who brings us his wants. It is our job to handle them profitably to him and to ourselves. SATISFATION: Satisfaction is a Person’s feeling of pleasure or disappointment resulting from comparing a products perceived performance Marketing is all-important because it is directed towards the satisfaction of consumer needs and in this; the consumer is the center of attraction of which marketing is carried out. In dealing with a diverse, complex personality whose likes and dislikes and style of living are hard to determine.
Consumer satisfaction:
1
Satisfying customer is the only way to stay competitive in today’s Market place _ Customers have an expectation of service, and product performance that must be met. The balancing act between what customers want and what your company can provide must be optimized in order to maximize your firm’s long _ term profits. The performance falls short of expectations, the customer dissatisfied, if the performance matches the expectations, the customer is satisfied. If the performance exceeds expectations, the customer is highly satisfied or delighted. If the company increases customer satisfaction by lowering its price or increases its services, the result may be lower profits exceptional customer service results in grated customer retentions, This in turn results in higher profitability. Customer’s Satisfaction can be done by motivation research also by tracking studies. Motivation research helps in determining and Weakness of corporate satisfaction and loyalty programs, motivation research is usually an introductory step in developing an integrated customer satisfaction and loyalty system. Tracking studies may be conducted either by Telephone, Mail, Internet, and Interactive Voice response systems. Also Employee satisfaction measurement is a crucial first step in most corporate satisfaction and loyalty programs. Employees are the contact points between the corporate brand and customers.
MEASURING CUSTOMER SATIFACTION
2
Resent changes to the ISO 9001: 2000 International standards require the organizational must have an effective method of measuring customer satisfaction to achieve ISO Certification. But how can companies actually measure their customer’s levels of satisfaction in an accurate and reliable way? Unless companies have the tools of accurately measure customer perceptions, their improvement programs may be based on data that is speculative, irrelevant, or down right misleading. In simple understandable terms measuring customer satisfaction present detailed information on how to develop questionnaires using under lying scientific principles. And methods of customer. Learn how to implement a customer determining satisfaction important service or product characteristics as received by the measurement and management program that permeates ever level of company, for becoming truly customer driven is essential for survival in the 21st century. Market research companies making has as customer
satisfaction research is gaining significance, Indian market research bureau (IMRB), one of the biggest research agencies, as spawned of a new wing customer satisfaction management.
3
REVIEW OF LITERATURE
KANO MODEL OF CUSTOMER SATISFACTION: Dr.Noriaki kano, a professor at science university of Tokyo international consultant and lecturer in quality and an
management,
marketing and statistics proposed a model for customer satisfaction using attractive salary quality measurements. Kino’s model suggests that there are three types of attributes. ? Exciting, surpring, attractive performance, which increases customer satisfaction if completed; No effect if not completed. ? Desired or one – dimensional performance which has no effect on customer satisfaction; is neither positive nor negative. ? Expected or must be performance, which decrease customer satisfaction if not completed performed.
CUSTOMER NEEDS AND WANTS
4
Needs are the basic forces that drive customers to take action and engage in exchanges. An unsatisfied need is a gap between persons actual and desired on some physical (or) Psychological dimension. We all have basic physical needs critical to our survival, such as food, drink, warmth, shelter and sleep. We also have social and emotional needs critical to our psychological well being such as security, belonging, love, esteem and self-fulfillment. Those needs that motivate the consumption behavior of individuals they are few and basic. Organization also must satisfy needs to assure their survival and well-being. Shaped by the organizations strategic objectives, these needs relate to the resource inputs, capital equipment wants and services necessary to meet those objectives. Wants reflect a person’s desires or preferences for specific ways of satisfying a basic need. Thus a person wants a particular product, brand or services to satisfy a need. A person is thirsty and wants coke. A person as tired and wants a vocation in Florida. A different person them may have very different wants to satisfy the same need. Every on needs to keep warm on cold winter nights, for instance. But some people want electric blankets, while others prefer old fashioned down comforters. This distinction between needs and wants helps put into perspective the charge that “Marketers create needs “or that “Marketers make people want things they don’t need”
5
CUSTOMER VALUE AND SATISFACTION
Peter drucker observed that a company’s first task is “to create customers face a vast array of product and brand choices, prices and suppliers. How do they make choices?
We believe that customers estimate which offer will deliver the most value. Customers are value maximizes with in bound of search costs and limited knowledge, mobility and income, they form an expected of value, and act on it. Whether or not the offer lives up to the value expectations affects both satisfaction and repurchases probability.
Philip kotler says, “Of the dozens of categories of human action working, sleeping, walking, eating, breathing buying and so forth the one of the primary interest to the marketer is buying. The buyers decision making process can be very simple or very elaborate.
6
OBJECTIVES OF THE STUDY
PRIMARY OBJECTIVES: * The objective of the study is to find out the consumer satisfaction of the competitive Milk brands in Bangalore city. * To measure the degree of awareness & Satisfaction level of Consumers with respect to “HERITAGE MILK & MILK PRODUCTS” in Bangalore city. SECONDARY OBJECTIVES: * To find out the market position of HERITAGE MILK with various other brands. * To study the degree of effectiveness of advertisements & promotional benefits on consumers. * To know customers opinion on quality, price, packing of HERITAGE MILK.
*
To find out the reasons for not purchasing HERITAGE MILK By the Consumers.
7
SCOPE OF THE STUDY
The study can help the company to study the following :
*
This study gives information about consumer preferences on different brands of dairy milk.
*
This study gives information about consumer awareness on Heritage Milk & Milk Products.
*
This study gives information about to determine the brand leaders in Bangalore City.
*
The study is useful to know the consumer preference and their reasons to prefer and not to prefer Heritage Milk & Milk Products.
*
This study is useful to analyses the price position of their choice.
* *
This study is useful to know the impact of brand advertisement This study is useful to know the satisfaction level with different attributes of Heritage Milk & Milk Products.
8
NEED & IMPORTANCE OF THE STUDY
Such Studies dealing with preferences of customers towards a particular brand of a superior quality goods will be immerse use to the industry as a whole. The Arrival of overall customer’s preferences as well as the changes taking place in the customer preferences such a knowledge will help the organizations in determine their product one as well as promotional program. The data as collected from consumers survey to know the following? To find out the consumer brand preferences. ? To find out the consumer awareness impact of advertisement and consumer satisfaction level with respective of Heritage Milk. ? To analyze pricing of Heritage Milk. The above stated reason has lead to conduct the survey about “A study on consumer satisfaction of Heritage Milk & Milk Products in Bangalore City”.
9
RESEARCH METHODOLOGY
The theme of the Project work is to analyze the consumer satisfaction of varies competitive Milk dairy brands in Bangalore city. The method adopted for the study is collecting data. The data there are two ways. 1. Primary data 2. Secondary data
PRIMARY DATA: Primary data is the data collected by the researcher of the specific study. The study entitled “Consumer Satisfaction” with special reference to HERITAGE MILK& MILK PRODUCTS was carried in BANGALORE CITY. To get an accurate detail separate structured Questionnaires were designed for customers. Discussions were held with customers. The study is of 300 customers at different areas in BANGALORE CITY.
SECONDARY DATA: Secondary data can be defined on the data collected by some one else for the purpose of study. It is based on second hand information. The data collected with companies past record, Journals, Broachers and from the library.
10
SAMPLE SIZE:
For the need of the study the customer survey was conducted. The sample size for the customers was 300 at different areas in BANGALORE CITY.
FIELD WORK:
The study was conducted in Bangalore city. Consumers were contacted in person and data was collected with the help of the Questionnaire.
ABOUT THE QUESTIONNAIRE:
The Questionnaire is the most common instrument used in collecting primary data for the study conducted. Questionnaires are one for the consumers were used. The following types of questions included in the Questionnaire are:
1. Multiple Choice Questions 2. Rating Questions 3. Ranking Questions and 4. Open-end Questions.
11
LIMITATIONS OF THE STUDY
The project work was subjected to certain constraints, which have their effect on the 100% validity of the results.
The limitations are as follows:? The Study was restricted to Part of M.G.Road, Maratha Halli, Domlur and Koramagala in Bangalore city. ? The Study was restricted to household Customers only. ? Non-availability of the customers at home and the time when the survey was conducted. ? The Sample Size was restricted to 300 Customers. ? The Period was restricted to four months. ? The information gathered from the secondary sources of data may not reflect the actual as on data market position as it may not be updated.
12
INDUSTRY PROFILE
Co-operative dairying in India is over 45 years old of the total milk. Produced in India, about two –thirds is buffalo milk land still larger proportion of buffalo milk is in the processed stage .The milk processing industry gained momentum and repeatability in the then Prime Minister of India, the Late Lal Bahadur Shastri, is over two and a half decades old. The operation flood programmed is 22 years old, and has entered phase 3.The milk sector is the second largest contributor to the agricultural economy in terms of produce. In 1990-91, the cooperative collected nearly 10 million and marketed 8 million liters of liquid milk per day. The annual milk production of India is expected to increase from 5.37 crore tons in 1991 to 5.64 crore tons (anticipated) in 199192. Of this production about 45% used for fluid consumption, the rest is converted into products such as ghee 33%, dali 8%, butter 6%, kova 5% and cheese, ice-cream and milk powder 3% .It should be pointed out that most of the milk is channeled through the local vendors or consumed directly, the processing of milk increased from 22, 000 tons (1970) to, 1,65,000 tone (1992).
13
DAIRY DEVELOPMENT IN INDIA = (1950 –1970) (Piecemeal, fragmented and stagnant)
This must be viewed in contrast to what was happening, else where in India, during the same period, in the sphere of dairy development. In the first four five year plans (ending 1973 –74) over Rs. 5000 million had been spent on these activities .Yet, in this period milk production stagnated and the per capital availability of milk declined from about 132 gms / day in 1951 to 107gms in 1970 .The urban milk trade was largely in the hands of private traders, who together with middlemen, exploited both the rural population engaged in dairy farming. A piecemeal approach to rural dairy development did title to improve this position. Animal husbandry was considered an activity for the rural areas, whereas dairy development was only on the cities .For the farmer projects such as the key village scheme and the intensive cattle development program were taken up These were aimed at improving milk yields through better management of cattle and eventual up gradation of breeds. These projects the themselves never paid much attention either to the marketing of the additional milk that was supposed to produce, or to its processing. Indian dairying is marked by high seasonal fluctuations of milk production. This is caused by the breeding cycle, as well as feeding practices. Mostly, crop residue is fed to animals; the availability varies from season to season. There is therefore a flush season, when milk animal produce nearly doubles the quantity of milk they do in the lean season .At that time results in animal gluts. 14 producer and the consumer. Such a structure acted as a setback to the development of
COMPANY PROFILE
Heritage milk a Naturally Nutritive, rich, fresh, whole some food par excellence with self contained protective food characteristic Hygienically procured pasteurized and poly packed under PFA standards, Heritage milk is a complete food for any age, be it children, teenagers, adults, expecting mothers as older citizens. Rich with just about all-essential nutrients. Heritage milk is full of strength building proteins, energy giving carbohydrates and fats, bone and teeth building calcium, phosphorous and the essential life giving vitamins. 1992 Heritage Foods (India) Limited was incorporated as a public limited company under the Companies Act, 1956 with its Registered and Corporate office at Hyderabad, Andhra Pradesh in South India with the primary object of manufacturing and supplying quality Milk and Milk Products to the diverse populace. Taking off with its flagship processing plant at Chittoor, Andhra Pradesh in April 1993, Heritage spread its wings during the years hence. To raise resources, Heritage went public in November 1994. This Public issue was oversubscribed 54 times – a moving .Testimony to the level of confidence the investing public reposed in the promoters and in the management of the entire. Currently Heritage services around 14500 resident and non-resident shareholders.
15
1995 Under the able guidance of eminent people like Sri D Seetharamiah, Dr R Nagarcenkar, Sri S N Daga, Sri N P Ramakrishna, Smt N Bhuvaneswari and Dr V Nagaraja Naidu, the then Directors, Heritage continued to embark on its ambitious has of expansion. The Directors with their varied & extensive expertise and experience in the fields of Agriculture, Industry and finance and their intimate understanding of the rural socio economic scenario have been able to strengthen the systems and strategies of Heritage, which contributed to the current status of Heritage as a leading player in South India. Heritage set up with a primary objective of bringing prosperity through co-operative efforts to rural families of Andhra Pradesh has more than succeeded in its endeavor. It has grown leaps and bounds in the process. By choosing Chittoor district of Andhra Pradesh as its primary procurement base of milk, Heritage had taken full advantage of the large, high yielding and crossbred cow population found in the area, which has become the secret of the success story of Heritage. Designing and relentlessly implementing carefully chalk it out milk production and development plan; Heritage has penetrated deep into rural areas. It has succeeded in convincing people even in tiny hamlets to take to dairy farming as a way of supplementing their daily income. Today there is a network of above 140 milk collection routes, above 3000 milk collection agents and 1,40,000 dairy farmers who supply approximately 3,75,000 liters of milk every day. And an established distribution network with 1200 milk agents for distribution of sachet milk and 300 distributors to handle Heritage Milk products. Today, Heritage is the largest milk and milk products producing private sector enterprise in South India. 16
For a Dairy Company in India, distribution is an invaluable asset, which when managed well becomes a key competitive strength. The scattered nature of India’s population, though connected by motorable roads, implies a high cost of penetration, considerable complexity of logistics and challenges of Customization to consumer needs. In a short time, spanning just five years, Heritage has been able to establish a strong brand equity that commands loyalty not only among the consumers but also with the trade. Responding to the changing needs of customers, Heritage forged ahead translating their desires into marketable products with an ever-expanding base of loyal Consumers. Today, a whole rang of dairy products are marketed under the brand “Heritage” and are extensively distributed in states of Andhra Pradesh, Karnataka, Kerala, Madhya Pradesh, Maharashtra, Orissa, Tamil Nadu, and West Bengal and in the Union territory of Pondicherry.
“First dairy in Southern India to be accredited with ISO 9002: 1994 certifications”.
Heritage’s soul has always been imbibed with an unwritten perpetual commitment to itself, to always produce and provide quality products with continuous efforts to improve the process and environment. Adhering to its moral commitment and its continuous drive to achieve excellence in quality of Milk, Milk products & Systems, Heritage has always been laying emphasis on not only reviewing & redefining quality standards, but also in implementing them successfully. All activities of Processing, documented with detailed quality plans in each of the departments.
17
Heritage is the first dairy Company in Southern India to have been awarded the ISO 9002: 1994 certification for implementing quality systems in processing, packing & selling of Liquid Milk at its plant at Narketpalle, Sales office & registered office at Hyderabad. Today Heritage feels that the ISO certificate is not only an epitome of achieved targets, but also a scale to identify & reckon, what is yet to be achieved on a continuous basis. Though, it is a beginning, Heritage has initiated the process of standardizing and adopting similar quality systems at most of its other plants. “Give Yourself & Your family the best quality Products – The Hygienic way” Centering its processes on manufacturing safe, healthy, functional wholesome food products, Heritage evolves everyday to understand and make true the concerns of the consumers in relation to freshness, taste & texture and vitally hygiene. At Heritage quality of the Milk and Milk Products equates to survival and growth of the business. Factors such as plant conditions, manufacturing practices, housekeeping, sanitary standards, personal hygiene and work habits of employees and visitors, assume critical importance in control of quality, product safety, personal safety and financial integrity. And the origin, i.e., the dairy animal, assumes much higher predominance since; its health, its safety, its hygiene and its productivity are the business enablers for an y Company in the Dairy sector. Focusing on all aspects of quality right at procurement (from farmer), chilling and transportation of Milk to the processing plant and finally through the pasteurization, homogenization, packing and delivery to your door step, Heritage strictly adheres to ISO – self-developed standards,
18
Heritage believes that Governance is:
? An ability to operate in a self-drive, self- regulated, selfdisciplined And self-assessing mechanism with a social conscience. ? A voluntary mechanism - in which there is free, independent and Unbiased monitoring. ? Operating in a congenial work environment where the
communication is effective. ? With a higher degree of transparency in management of affairs and in financial and non-financial corporate disclosures. ? Which realizes the Company’s accountability to all stakeholders, especially to minority shareholders and ensures fairness in dealings with them. Heritage feels the need for Corporate Governance not because it is mandatory, such Governance is in the interests of the Company, as it would not only increase and improve the rapport between Board, Management, Employees, Customer, Shareholders and other Stakeholders, but also it will enhance mutual confidence and trust among them. The structure, processes and practice of governance enable focus on the good corporate culture while simultaneously facilitating effective management of the business.
19
COMPOSITION
Variety ( % ) Whole Milk Fat (%) 6
Homogenized Toned Milk Standard Milk Double Toned Milk Golden Cow Milk
Food Energy Milk ( W:30g)
3 4.5 1.5 3.5
105K Cal
Protein Fat Calcium Iron Carbohydrate
MAIN DAIRY PLANT:
6g 9g 165mg 0.2 mg 1g
Today there is a network of above 140 milk collection routes, above 3000 milk collection agents and 1,40,000 dairy farmers who supply approximately 3,75,000 liters of milk every day. And an established distribution network with 1200 milk agents for distribution of sachet milk. And 200 distributors to handle Heritage Milk products. Main Dairy Plant “Gokul” at Kasipentla Installed Capacity: 1,00,000 liters per day.Nestling amongst lush green trees on the footsteps of Tirumala, the abode of Lord Venkateswars, “Gokul” is a sprawling 22 acres, state – of- the art milk processing plant, in environs, which reverberate quality and hygiene. “Gokul” is a combination of tradition and a futuristic invigorating environment that caters to the cutting edge demand for Heritage Milk and Milk products.
20
PROCESSING AND PACKING PLANTS: CHITTOOR: This plant is started on April 1993; this plant capacity is 50,000 Liters per day. SHANTHIPURAM: This plant is started on February 1995, and this plant capacity is 50,000 Liters per day. NARKETPALLI: This plant is started on June 1995, and this plant capacity is 75,000 Liters per day. BAYYAVARAM: This plant is started on November 1995, and this plant capacity is 25,000 Liters per day, the bayyavaram Plant is processing and Packing plant. YADAVANAHALLI: (Bangalore South ) This plant is started on March 2000,and this plant capacity 1,00,000 Liters per day, this plant so near to the Bangalore market so sales also at Bangalore city only. PROCUREMENT AND PROCESSING PLANTS PILER: Installed Capacity: 40,000 Liters per day Commissioning: November 93.The plant Procures and processes fresh milk every day and puts the milk on an onward journey to the main dairy plant “ Gokul” Yerraguntla Village, Piler – tirupathi Rd, Piler Mandal, Chittoor Dist.
21
MADANAPALLI:
Installed
Capacity:
40,000
Liters
per
day
Commissioning: August 94.Madanapalli procurement and processing plant is the immaculately manicured, spacious work plant located in a rich cow belt area catering the milk requirement of the Bangalore packing station. Basinikonda Village. And also Heritage Dairy Plants having the following areas: 1.Thiruvannamalai 2.Mappavaram 3. Uthangarai 4.Darsi 5.Atmakur 6.Santhamangaluru 7.Madhira 8. Kandukur
Heritage Slogan
When you are healthy, we are healthy When you are happy, we are happy We live for your “HEALTH & HAPPINESS”
22
ORGANISATION STRUCTURE
Brand Incharg e Sales Represent Executive atives s
23
Share Holders
Board of Directors
President
Vice President
Deputy G.M Market ing
Deput y G.M Tech
Deput y G.M Proces sment
Person al Manag er
Purch asing Manag er
Qualit y Manag er
Supervi sor
Supervi sor
Asst. Persona l Manage r
Executive s
Executive s
THE MILK PRODUCTS OF HERITAGE DAIRY
24
Heritage milk a naturally nutritive, Rich, fresh, wholesome food par excellence with self-contained pasteurized and protective poly characteristics. under PFA Hygienically Procured, packed
standards, Heritage milk is complete food for any age, be it children, teenagers, adults, expecting mothers or older citizens. Rich with just about all – essential nutrients….. Heritage Milk is full with strength building proteins, energy giving carbohydrates & fats, bone & teeth building calcium & phosphorus and the essential life giving vitamins. The Milk Products of dairy are as follows. 1. Ghee 2. Skimmed milk power 3. Butter milk 4. Curd 5. Toned milk 6. Double Toned milk 7. Real fresh 8. Whole milk.
TABLE. 1
25
Table Showing the Family size of the respondents:
Size of the family 2 persons 3 persons 4 persons Above 4 persons Total Interpretation:
No. of respondents 3 45 150 102 300
Percentage 1% 15 % 50 % 34 % 100 %
The above table indicates that a majority of 50% of the respondent’s family size is 4 persons, 34% of the respondent’s family size is above 4 persons, 15% of the family size is 3 persons and
remaining 1% of the respondent’s family size was 2 persons. Inference: Majority of 50% Respondents belongs to 4 persons size, so the the above tables tells about the 4 persons family is goes to first place
CHART. 1
26
FAMILY SIZE OF RESPONDENTS 160 140 120 100 80 60 40 20 0 150 102 45 3 2 persons 3 persons 4 persons Above 4 persons
NO. OF RESPONDENTS
27 SIZE OF THE FAMILY
TABLE. 2
Table Showing the Respondents preferred or using milk:
Type of milk Cow’s milk Buffalo’s milk Packed milk Total Interpretation: The above table
No. of respondents 32 47 221 300
Percentage 11 % 16 % 73 % 100 %
indicates
that
a
majority
of
73%
the
respondents prefer packed milk, 16% of them prefer buffalos milk and remaining 11% of the respondents prefer cow’s milk. Inference: Majority of 73 % Respondents Using the packed Milk, so the the above tables tells about the customers give most preference in packed milk only.
28
CHART. 2
RESPONDENTS PREFERED FOR USING MILK
Cow’s milk, 32 Buffalo’s milk, 47
Packed milk, 221
29
TABLE. 3
Table Showing the Pack size preferred by the respondents:
Pack size 200ml 500ml 1 liter Total Interpretation:
No. of respondents 75 185 40 300
Percentage 25 % 61 % 14 % 100 %
The above tabulation indicates that majority of 61 % of the respondents prefer 500ml packets, 14% of them prefer 1-liter packets and remaining 25 % of the respondents prefer 200ml pack size. Inference: Majority of 61 % Respondents Prefer for the 500 ml packed Milk, so the above tables tells about the customers give most preference in 500 ml packed milk, because most of the families having 4 persons so they will purchased 500 ml packets.
30
CHART. 3
PACKED SIZE PREFERED BY THE RESPONDENTS
200 180 160 140 120 100 80 60 40 20 0 200ml 75
185
NO OF RESPONDENTS
40
500ml
PACKING SIZE
1 liter
31
TABLE. 4
Table Showing the Dairy consumption of the milk by the respondents:
Quantity of milk 500ml 1 Liter 2 Liters Above 2 liters Total Interpretation:
No. of respondents 35 160 85 20 300
Percentage 12 % 53 % 28 % 7% 100 %
The above tabulation indicates that majority of 53 % of the respondents prefer 1 liter packets, Next 28% respondents using 2 liters, after that 12 % respondents using 500 ml and 7 % respondents prefer 2 liters and above. Inference: The above table tells about the responds first prefer in 1 liter packets in 53 % of respondents.
.
32
CHART. 4
DAILY CONSUMPTION OF THE MILK
NO. OF RESPONDENTS
160 140 120 100 80 60 40 20 0
160
85 35
20 1 Liter 2 Liters Above 2 liters
500ml
QUANTITY OF MILK
33
TABLE. 5
Table Showing the Respondents preferred brand of packed milk
Brand Heritage Nandini Tirumala Dodla Shruthi & Others Total
No. of respondents 121 61 35 32 51 300
Percentage 40 % 20 % 12 % 11 % 17 % 100
Interpretation: The above tabulation indicates that majority 40 % of the respondents prefer Heritage Milk, Next 20 % respondents using Nandini Milk, after that 17 % respondents using Shruthi & Other Brands,rest of the respondents using Tirumala and Dodla brands. Inference: The above table tells about the responds most of the peoples using Heritage Milk at 40 %.
34
CHART. 5
RESPONDENTS PREFERED BRAND MILK
150 100
NO OF RESPONDENTS
121 61 35 32 51
50 0
Heritage Nandini Tirumala Dodla Shruthi & Others
BRAND NAMES
35
TABLE. 6
Table Showing the Experience of the respondents
Year of experience Below 6 months 6 months to 1 years 1-2 years More than 2 years Total
No. of respondents 64 141 45 50 300
Percentage 21 % 47 % 15 % 17 % 100 %
Interpretation: The above tabulation indicates that respondents experience at using the Heritage Milk here 47 % respondents 6 Months to 1 Year they were using, Here one more thing Heritage Milk using customers more than 2 years only 17 % respondents using. Inference: The above table tells about the responds most of the peoples using Heritage Milk 6 moths to 1 year.
CHART. 6
36
EXPERIENCE OF RESPONDENTS 160 140 120 100 80 60 40 20 0 141
NO. OF RESPONDENTS
64 45
50
Below 6 months
6 months to 1 years
1-2 years
More than 2 years
PERIOD OF USING
TABLE. 7
37
Table Showing the Influencing factors to purchase current brand
Influencing factors Freshness (quality) Packing Price Advertisement Total Interpretation:
No. of respondents 161 52 35 52 300
Percentage 54 % 17 % 12 % 17 % 100 %
The above tabulation indicates that respondents willing to purchase in Heritage Brand Milk, this is the reasons in freshness and good packing and price, Respondents give response in 54 % people in freshness we are prefer in Heritage Milk. Inference: The majority of 54 % respondents using the Heritage Milk on freshness is one good reason they are believe the freshness of the Milk.
CHART. 7
38
FACTORS INFLUENCING TO PURCHASE BRANDS
52
Freshness (quality)
35
Packing
161 52
Price Advertisement
TABLE. 8
Table Showing the Respondents Brand awareness of Heritage Milk
39
Awareness Aware Unaware Total
No. of respondents 211 89 300
Percentage 70 % 30 % 100 %
Interpretation: The above tabulation indicates that Heritage Milk using
customers given aware in Heritage Milk 70 % respondents and unaware in 30 % respondents. Inference: The above table indicates that 70% of the respondents are aware 30% are unaware of Heritage milk.
40
CHART. 8
41
42
BRAND AWARENESS ABOUT THE HERITAGE MILK
250 200 150 100 50 0 Aware 211 89
Unaware
TABLE. 9
43
Table Showing the Respondents come to know of Heritage Brand Media Hoardings Wall posters Friends and relatives Total No. of Respondents 65 79 156 300 Percentage 22 % 26 % 52 % 100 %
Interpretation: The above tabulation indicates that respondents know about the Heritage Milk through in Hoardings 22 % and wall posters 26 % and most of the respondents know the Heritage Milk through Friends and relatives in 52 %. Inference: The majority of Respondents knowing the Heritage Milk through Friends and relatives in 52 %.
CHART. 9
44
RESPONDENTS KNOWING ABOUT THE HERITAGE MILK 200 150 100 50 0 156 65 79
NO. OF RESPONDENTS
Hoardings
Wall posters
MEDIA
Friends and relatives
TABLE. 10
45
Table Showing the Respondents trained of Heritage Brand
Trained Yes No Total
No. of respondents 160 140 300
Percentage 53 % 47 % 100 %
Interpretation: The above tabulation indicates that respondents trained by Heritage Milk Company that trained customers in 53 % and they don’t know about the training peoples in 47 % Inference: The Majority of 53 % respondents trained by the Heritage Milk company so majority at customers in Heritage Side only.
CHART. 10
46
47
RESPONDENTS TRY TO USED HERITAGE MILK
No 47% Yes 53%
TABLE. 11
48
Table Showing the Reasons for Respondents prefer heritage milk
Influencing factors Quality Price Availability Total Interpretation:
No. of respondents 159 61 80 300
Percentage 53 % 20 % 26 % 100 %
The above tabulation indicates that majority of 53 % of the respondents prefer Quality they were purchasing Heritage Milk first reason is Good Quality Milk in Heritage Milk. Next is availability in all the areas so this is also one reason respondents 26 % and last is Pricing is reasonable pricing that is 20 % respondents. Inference: The above table indicates that a majority of respondents prefer in Quality of Heritage Milk.
49
CHART. 11
REASONS FOR RESPONDENTS PREFER HERITAGE MILK
160 140 120 100
NO OF RESONDENTS
159
80 60 40 20 0 Quality Price
MAIN REASON
80 61
Availability
50
TABLE. 12
Table Showing the Opinion on the price of Heritage milk compares to other Brands of milk
Opinion of price High Very high Moderate Low Total Interpretation:
No. of respondents 70 45 185 300
Percentage 23 % 15 % 62 % 100 %
The above tabulation indicates about the opinion of Heritage Milk in pricing structure 62 % of the respondents given opinion of Heritage Milk pricing is Moderate and 23 % High and some respondents 15 % of them said that very High but no body did not say its low price. Inference: The above table indicates about the pricing structure Majority respondents 62 % of said pricing of Heritage Milk is Moderate.
CHART. 12
51
RESPONDENTS OPINION ABOUT THE HERITAGE MILK PRICING
No. of respondents
200 180 160 140 120 100 80 60 40 20 0
185 70 High
45 0 Moderate
DIFFERENT OPINIONS
52
TABLE. 13
Table Showing the Consumers perception on packing of Heritage milk
Packing of Heritage milk Good Average Bad Total Interpretation:
No. of respondents 150 100 50 300
Percentage 50 % 33 % 17 % 100 %
The above tabulation indicates about the packing of Heritage Milk so the respondents given opinion on packing majority of good that is 50 % and average is 33 % last one is bad packing 17 % respondents said that it not good. Inference: The above table indicates about the packing on Heritage Milk so most or the respondents said that this packing is good 50 % of the peoples given there opinion about the packing.
53
CAHRT. 13
CONSUMERS PERCEPTION ON PACKING OF HERITAGE MILK
Bad, 50
Good
Good, 150 Average, 100
Average Bad
54
TABLE. 14 Table Showing the Respondents satisfaction with Heritage milk Satisfaction Highly satisfied Satisfied Highly dissatisfied Dissatisfied Total No. of respondents 105 135 15 45 300 Percentage 35 % 45 % 5% 15 % 100 %
Interpretation: The above tabulation indicates about the respondents
satisfaction with Heritage Milk here respondents satisfied 45 % of the respondents Highly satisfied respondents of 35 % and Dissatisfied of respondents 15 % peoples lastly Highly Dissatisfied customers percentage is 5 %. Inference: The above table indicates about the respondents satisfaction with Heritage Milk satisfied customers percentage 45 %.
55
CHART. 14
RESPONDENTS SATISFACTION WITH HERITAGE MILK
160 140 120 100 80 60 40 20 0 Highly satisfied Satisfied Highly Dissatisfied dissatisfied 15 45 105 135
OPINION OF CUSTOMERS
56
TABLE. 15
Table Showing the Respondents rank on the quality of heritage milk: Rank of quality Excellent Very good Good Average Poor Total Interpretation: The above tabulation indicates about the quality of Heritage Milk most of the respondents said that average its 37 % next one good its 29 % respondents, but 9 % of respondents said that its poor quality of milk any how its very low percentage of 9 %. Inference: The above table tells about the respondents majority is average milk quality majority of respondents said that its good quality 50 %. No. of respondents 35 42 85 110 28 300 Percentage 11 % 14 % 29 % 37 % 9% 100 %
CHART. 15
57
RESPONDENTS RANKING ON THE QUALITY OF HERITAGE MILK 120 100 80
NO OF RESPONDENTS
110 85
60 40 20 0 35
42 28
Excellent Very good Good
Average
Poor
CUSTOMERS RESPONCE
TABLE. 16
58
Table Showing the Respondents opinion on Media for sales promotion: Media Television Radio jingles Newspapers Hoardings Wall posters Total No. of respondents 55 86 50 67 42 300 Percentage 18 % 29 % 17 % 22 % 14 % 100 %
Interpretation: The above tabulation indicates about the Media most of respondents given their opinion Radio jingles at 29 % next Hoardings at 22 % last preference in Wall posters at 14 % of respondents said that opinion about the varies media’s. Inference: The Majority of respondents knowing the Heritage Milk with respect or radio jingle at 29 %.
59
CHART. 16
60
61
RESPONDENTS OPINION ON MEDIA FOR SALES PROMOTION 100 90 80 70 60 50 40 30 20 10 0 86 55 50 67 42
NO OF RESPONDENTS
sio n
Ho ar d ing
s ing l es ers Ne ws pap
CUSTOMERS IPINION
TABLE. 17 62
lev i
Ra dio j
Wa ll
pos t
Te
ers
Table Showing the Respondents expecting sales promotion activities from manufacturer: Sales promotion activities Gifts Discounts Lucky draws Offers Total Interpretation: The above tabulation indicates about Respondents expecting sales promotion activities from manufacturer most of them expect in Gifts its 50 % peoples asked this type of offer. Next Lucky draws its 19 % respondents, Discounts its 17 %. Last one offers this one asked 14 % respondents. Inference: The Majority of respondents expecting Gifts its 50 % No. Of respondents 150 51 56 43 300 Percentage 50 % 17 % 19 % 14 % 100 %
respondents most like this type of offers.
63
CHART. 17
64
65
RESPONDENTS EXPECTING SALES PROMOTION ACTIVITIES FROM MANUFACTURE
160 140 120 100 80
NO OF RESPONDENTS
Gifts, 150
60 40 20 0 Gifts
Lucky Discounts, draws, 56 51
Offers, 43
Discounts Lucky draws
Offers
CUSTOMERS EXPECTING FROM MANUFACTURES
TABLE. 18 Table Showing the Factors influenced reasons for not buying Heritage milk: Factors influenced Non availability Unawareness Poor quality No. of respondents 46 89 10 66 Percentage 29 % 56 % 6%
High Price Total Interpretation:
15 160
9% 100 %
The above tabulation indicates about Reasons for respondents why they were not buying Heritage Milk, The main reason is unawareness of the of Heritage Milk its 56 % of respondents said this reason. Next one is non availability of this Heritage Milk their areas it’s a one reason they were not buying the Heritage Milk. Inference: The Majority of respondents why they were not buying Heritage Milk means some of respondents were unaware of the this brand its 56 % of the respondents. Next one is non available of Heritage Milk their areas.
CHART. 18
67
REASONS FOR NOT BUYING HERITAGE MILK WHATS THE REASON 100 80 60 40 20 0 89 46 10 15
NO OF RESPONDENTS
Non availability
STATISTICAL ANALYSIS
Unawareness
CUSTOMER REASONS
68
Poor quality
High Price
? PERCENTAGE ? WIGHTED AVERAGE ? CHI-SQUARE TEST STATISTICAL ANALYSIS To fulfill the objectives of the study both conventional and Non_Conventional statistical techniques were used. The conventional statistical techniques adopted in the present study are percentage analysis and graphical representations.
WIGHTED AVERAGE
Where the relative importance is the different items is not the same. Weighted arithmetic mean is computed. The term weight stands
69
for the the relative importance of the different items. The formula for calculation is Xw = ?W / ? W where Xw X Wx = represents the weighted arithmetic mean = represents the weighted variable value = represents the weighted the weights
PRECENTAGE: Percentage is a special kind of ration, which is used in marketing comparison between two or more series of data. Percentage can also be used to compare the relative
items,relationships, and the distribution of two or more series of data
CHI-SQUARE TEST
The chi-square test is an important among the several tests of significance developed by statistics. Chi-square symbolically written by 70
?2 , is a statistical measure used in the context of sampling analysis for comparing a variance to a theoretical variance. It is a non-parametric test, it can be used to determine if categorical data shows dependency or two classifications are independent. It can also be used to make comparison between theoretical population and actual data when
categories are used. thus the chi-square is applicable in the large number of problems
STEPS INVOLUED IN CHI-SQUARE TEST 1.First of all calculate the expected frequency on the basis of given hypothesis or on the basis of null hypothesis. Expected frequency = /grand Total] [(Row total) x (column total)
71
2.
Obtain
the
difference
between
the
observed
and
expected
frequencies and find out the square of such differences i.e., calculate (Oij – Eij )
3. After that calculate the corresponding expected frequency to get (O ij – Eij )2 / Eij.
4.Find the summation of (Oij – Eij )2 / Eij. Values or what the cell ? (Oij – Eij )2 / Eij. This is ?2 value.
The ?2
value obtained as such should compared with relevant
table value of ?2 and then inference be draw as stated below.
72
WEIGHTED AVERAGE
TEST NO. 1 Table showing the rank of various brands based on the preference of retailers
Brands/Ranks
1 121 61 35 32 51 300
2 70 85 55 47 43 300
3 32 68 50 65 85 300
4 27 44 92 56 81 300
6 50 42 68 100 40 300
Total 300 300 300 300 300
Heritage Nandini Tirumala Dodla Shruthi & Others Total
Heritage
=
121x5+70x4+32x3+27x2+50 5+4+3+2+1 1085/15 = 72.33 ( 1st Rank )
Nandini
=
61x5+85x4+68x3+44x2+42 5+4+3+2+1 979/15 = 65.03 ( 2nd Rank )
73
Tirumala
=
35x5+55x4+50x3+92x2+68 5+4+3+2+1 797/15 = 54.08 ( 4th Rank )
Dodla
=
32x5+47x4+65x3+56x2+100 5+4+3+2+1 765/15 = 51.46 ( 5th Rank )
Shruthi & Others
=
121x5+70x4+32x3+27x2+50 5+4+3+2+1 884/15 = 58.08 ( 3rd Rank )
From the weighted average method we come to know that the first rand goes to Heritage, second rank goes to Nandini,Third rank goes to Shruthi & Others, Fourth rank goes to Tirumala and Fifth rank goes to Dodla.
CHI-SQUARE TEST
TEST NO.2
74
Ho : There is no significant different between the consumer satisfaction And family size of consumers. Ho : There is and significant different between the consumer satisfaction
Family size of consumers
Oi 3 45 150 102 Total
Ei 75 75 75 75
( Oi – Ei )² 5184 900 5625 729
(Oi – Ei )² /Ei 69.12 12.00 75.00 9.72 165.84
?2
= ( Oi – Ei )² / Ei ~ ?2 n-1 = 165.84 ~ ?2 4-1 = 165.84 ~ ?2 3
Degree of freedom = ( n-1) = 4-1 = 3 ?2 table value of 5% level of significance at 3 d .f is 7.82 H0: reject Conclusion: since calculated value > table value.
FINDINGS
75
? Majority of the respondents family family.
50 % are having 4 persons in a
And 34 % respondents having above 4 persons in a
? Majority of the respondents 73 % consuming packed milk. ? 61 % of the consumers preferred to have 500 ml packed milk. ? Majority of the respondents 40 % consuming Heritage Milk, it’s a first Place in the Milk supply in Bangalore city. ? Majority of respondents 47 % consuming Heritage Milk theywere Using more than 6 months to 1 year. ? 62 % of the respondents are giving preference to the quality. ? 70 % of the respondents giving preference to the awareness of Heritage Milk Brands. ? 50 % of the respondents are perception of the packing they were Giving its good, 33 % of the respondents are said that average. ? 45 % of the respondents were satisfied for the Heritage Milk, 35 % of Respondents were highly satisfied for the Heritage Milk. ? 50 % of the respondents expecting Gifts for the sales promotion Activates from the manufactures. ? 29% of the respondents are known to the about the Heritage Milk Advertisements in Radio jingles.
76
SUGGESTIONS
? Heritage Milk has got high awareness and preference. But still brand like Nandini are poling on top of the mind. The company should try to position them self as a commercial brand with quality and increasing shoppers in uncovered areas. ? The company should use print media and hoarding effectively for advertising Heritage Milk.
? Efforts should be made to improve communication between dairy authorities and end users through regular interaction. ? Information regarding the manufacturing facilities and the hygienic conditions maintained by Heritage dairy should be provided to the consumers in the form of attractive pamphlets. ? Slides and documentary files to be shown in cinema halls before news bulletin or intermission time. ? Promote and sponsor athletics and sports meets in various colleges and schools by projecting the Heritage dairy milk mascot. It has to covered by local T.V network..
77
? Sales
promotions
include
directed
man
dealer
calls,
promotional fairs and exhibitions, distribution of samples demonstration of products and preparing sales literature, booklets for distribution and training the field force to call on Clint. ? Improve products. ? The company should conduct meets in flats, colonies and uncovered areas still now for promoting the brand. ? Most of the consumers prefer 500ml milk packets. So that most concentrations on that pack size. the quality, reduce the price and put more
concentration on packaging aspects and promoting other
CONCLUSION
78
The Project work titled “A Study on Consumer Satisfaction of Heritage Milk & Milk products with a special reference in Bangalore city” has provided on opportunity to study and understand the performance of the competing Milk brands. The study was undertaken by analyzing the performance of four major players in the Milk industry that is Heritage, Nandini, Tirumala, Dodla, Shruthi &
others. The Customers Satisfaction towards these four brands was found out by conducting a sample survey of 300 Customers in Bangalore city. With the help of the customers survey results, the claims of these companies were cross checked for their validity. The entire study was carried out with a special focus on Heritage Milk & Milk products. The study revealed that Heritage is the No.1 brand with a very good hold in the market and the retailers survey results also proved the same. It is followed by Heritage occupying the first position in the market.
79
WHY HERITAGE MILK?
Heritage Milk is pure 100% Free from Harmful Bacteria Processed at ISO – 9002 Certified dairy Trusted for its quality Fortified with Vitamin A. Recommended for children by pediatricians.
80
QUESTIONNAIRE FOR CONSUMERS
1. Name : 2. 3. Age Sex : :
4. What is the size of your family ? a) 2 b) 3 c) 4 d) above 4
5. Which type of milk are you using at present ? a) Cow’ s milk b) Buffalo’s milk c) Packed milk
6. If you are using packed milk what pack size do you prefer ? a)200ml b) 500ml c)1 ltr
7. What is the quantity of milk consumed per day ? a) 500ml 2 ltr 8. What is your brand of packed milk ? a) Heritage e) Tirumala b) Aavin c) Arokya d) Jersey f) Others (Specify______) b)1ltr c) 2 ltr d) above
9. How long have you been using your current brand ? a)Below 6 months c) 1-2 years b) 6 months to one year d) More than two years
81
10. What factors influenced you to select the brand ? a) Fresh ness d) Advertisement 11. Are you aware of heritage milk ? a)Yes b)No b) Packing c) Price
12. How did you come to know of heritage milk ? a) Hoardings b) Wall posters c) Friends and Relatives
13. Do you use Heritage milk ? a) Yes If No b) No go to question no 19 If Yes fill in the following questions
14. Why do you prefer Heritage milk ? a) Quality b) Price c) Availability d) Advertisement
15. What do you think of the price ? a) High b) Very High c) Moderate d) Low
16. How do you grade the packing of Heritage milk ? a) Good a) Highly- satisfied c) Dissatisfied b) Average b) Satisfied d )Highly dissatisfied c) Bad 17. Are you satisfied with the quality of Heritage milk ?
82
18 Rank the quality of Heritage milk ? a) Excellent d) Average b) Very Good e) Poor c) Good
19. Reasons for not buying Heritage milk? a) c) Non- Availability b) Unawareness Poor Quality d) High price advertising media attracted you c) News papers
20. Which of the following more(current brand) ? a) T.V d) Wall posters
b) Radio Jingles e) Hoardings
21. What are the promotional benefits you except from the manufacturer ? a) Gifts 22. a) b) c) b) Discounts c) Lucky draws d) Offers
Give your suggestions to improve Heritage milk .
83
BIBLIOGRAPHY
? Marketing Management ? Marketing Research ? Quantitative Techniques ? Statistical Methods ? Principles of Marketing ? Research Methodology
- Philip Kotler - D . D . Sharma - D.Shanthi Sopihia Bharathi - S . P .Guptha - Philip Kotler -C.R.Kothari Prakasham
And also A&M Magazine, Booklets, Broachers, Pamphlets, impulse Foods2000 Websites :www.google.com www.heritagefoodsindia.co.in
Company web site:
84
doc_394442476.doc