Description
Cooperatives include non-profit community organizations and businesses that are owned and managed by the people who use its services (a consumer cooperative) or by the people who work there (a worker cooperative) or by the people who live there (a housing cooperative), hybrids such as worker cooperatives that are also consumer cooperatives or credit unions
1
CHAPTER 1
1.1 INTRODUCTION
In India Fast Moving Consumer Goods market is a very vast growing market. Icecreams are one of the major FMCG products. In olden days home made icecreams were commonly used. But nowadays the life of people are changing and most of them are using branded icecreams. Milma products like ghee, milk, sambaram are very popular brand in thiruvananthapuram. But milcream icecream of milma is not so popular in thiruvananthapuram.So the sales of milcream icecream are also less in thiruvannthapuram. Because of this, the study is being conducted to find out whether there is satisfaction of customers or not. Also the study is being conducted to find out retailer strategies.
1.2 BACKGROUND
Customer satisfaction, commonly abbreviated CS, is a business term which is used to capture the idea of measuring how satisfied an enterprise's customers are with the organization's efforts in a marketplace. It is seen as a key business performance indicator and is part of the four perspectives of a Balanced Scorecard. Every organization has customers of some kind. The organization provides products (goods and/or services) of some kind to its customers through the mechanism of a marketplace. The products the organization provides are subject to competition whether by similar products or by substitution products. Customer satisfaction is a measurement of customer attitudes about products, services and brands. While it's always been smart to keep customers happy, the term "customer satisfaction"
2 became popularized in the 1980's with the total quality movement. Customer Driven Excellence and Customer Focused Results remain important aspects of the Baldrige National Quality Program. Satisfaction is a function of perceived performance and expectations. If the performance falls short of expectations, the consumer is dissatisfied. If the performance matches the expectations, the consumer is satisfied. If the performance exceeds the performance the customer highly satisfied or delighted. Many companies are aiming for higher satisfaction,because customers who are just satisfied still find it ready to switch when a better offer comes along. Those who are highly satisfied are much less ready to switch. High satisfaction or delight creates an emotional bond with the brand, not just a rational preference. The result is high customer loyalty. In addition to tracking customer value expectations and satisfaction, companies need to monitor their competitors performance in these areas. For customer centered ccompanies,customer satisfaction is both a goal and a marketing tool. Companies that achieve high customer satisfaction ratings make sure that their target knows it. Today’s business organization whether profits or non-profit are facing toughest competition ever. These days only customer centered organizations are adopted at building customer satisfaction. Although the customer centered firms seek to create high customer satisfaction,its main goal is not to maximize customer satisfaction but to increase its profit .At present in this competitive environment, where companies are adopting various methods to influence the prospective customer, marketer should be aware of complexities, which goes in to buying aiming at total customer behavior and frame marketing program satisfaction.
3
1.3 REVIEW OF LITERATURE
Feb 12, 2005 , Survey Services Expert Articles - Customer Satisfaction, Part 3 ,By:William Bleuel This aricles points out that Customer satisfaction is the true "roll up" metric that measures how your customers like your product and are willing to remain loyal. The ability to measure attitudes, professionalism, and overall interaction of the CSR and the company, goes beyond the metrics of the call and identifies the "Delivery" of the call. Measuring this data point however is not easily achievable with internal metrics and requires a technology that speaks directly with the customer May. 1, 2003, Issue of CIO Magazine, Customer Satisfaction,by Mohanbir Sawhney, This articles reveals that a customer satisfaction is a key goal for companies, ensuring end users are satisfied is an important responsibility of CIOs. In CIO's "State of the CIO 2003" survey, 63 percent of respondents said they regularly measure either internal or external customers' satisfaction with IT's services. But only 36 percent said this is a highly effective practice for adding value to their business. The discrepancy isn't surprising. My experience with customer satisfaction measurement in the technology industry suggests that companies—and by extension CIOs—often talk to the wrong people in the customer organization and measure the wrong things. If you aren't careful, customer satisfaction measurement could be doing your IT organization more harm than good. Here are some tips for getting customer satisfaction measurement right
4 Saturday, February 12, 2005, Survey Services Expert Articles Customer Satisfaction, Part 3 ,By: William Bleuel, Ph.D This articles points out the customer satisfaction in management system.Consider a management system for customer satisfaction. In this system, one or more feedback control loops must provide control for the operation and maintain stability so the level of satisfaction that is to be provided to the customers can be delivered on a consistent basis. The diagram in figure 1 contains the 10 building blocks of the customer satisfaction control system. Two feedback loops provide both short-term and long-term control to the organization. Each block will be further described in the following paragraphs as will the purpose and function of each of the feedback control loops. In future articles, each of these blocks will be redefined into smaller divisions about each of the 10 blocks. The following system will apply to either a stand alone service organization or an inhouse service organization, and will assume that the entire company is being studied May 2005,
Unlocking
The
Value
of
Your
Customer
Satisfaction Surveys, Craig Bailey, President & Founder, CRM
TODAY MAGAZINE In today's business environment companies cannot afford to lose a single profitable customer. By effectively leveraging results from a customer satisfaction survey an organization can respond to their customer's needs in ways that increase revenue as well as improve customer and employee, satisfaction and loyalty. Many companies perform customer satisfaction surveys, but don't receive full value from their investments to administer the program. Too often survey results are used simply for monthly reporting on "how we did last month
5
February 12, 2007, Is A Customer Satisfaction Guarantee Realistic In Business? , By Steven Taylor, EzineArticles This articles reveals the relationship between customer satisfaction and business.Customer satisfaction and loyalty to a product is very important in any company, be it a company that is consumer oriented or a company that sells to other businesses, but is a customer satisfaction guarantee really realistic in business? What some companies do in order to attract the consumer's loyalty is to attach a customer satisfaction guarantee behind any product they sell. What attracts consumers to these customer satisfaction guarantee offers is that they are straightforward, easy to understand and you know it to be true. However – sometimes the more often a company advertises the customer satisfaction guarantee, the more often consumers are turned off by the company. Another important thing that companies have to take into consideration before presenting any guarantees in relation to their products or services is that they should have their attorneys review the guarantee because it might have legal repercussions. 20 February 2007, Customer satisfaction: the need for multiple perspectives of information system quality, R.T. Vidgen, J.R.G. Wood & A.T. Wood-Harper,Journals of Transactions of the Wessex Institute A central concern of quality is customer satisfaction and any effective quality management system must incorporate a procedure for assessing the level of customer satisfaction achieved.A collapsed down view of customer satisfaction made through a single perspective lacks the richness to address situations characterized by complexity and messiness.An objective approach to assessing
6 customer satisfaction should be supplemented (not replaced) by perspectives that reflect softer aspects of quality. Friday February 25, 2005, Guaranteed Customer Satisfaction?, F. John Reh,,Journals of Management The reason customer satisfaction is so important is because of it's impact on your bottom line. As Debra Goldman points out "it leads to repeat business – customers enjoying good quality and service enough to return time and time again... Their loyalty will result in additional spending, increased market-share through word-of-mouth promotion, improved reputation, and increased profits. Since satisfied customers are more likely to pay their invoices on time, cash flow can be affected as well." Customer satisfaction guarantees are not only achievable, they are essential to creating the proper attitude within a company. Unless an organization is prepared to guarantee that its customers will be satisfied, that organization will not put the policies and procedures in place, will not empower the employees, will not reinforce the enabling behaviors needed to make its customer the number one priority as it should. A Braun Consulting article, Satisfaction: Guaranteed?, argues that "Companies may guarantee the satisfaction of their customers, but that does not guarantee that these customers will stick around or contribute positively to the bottom line...Rather than focusing on measures of average satisfaction, companies need to invest in building true customer understanding and knowledge." JAN 2004 , Customer Satisfaction is a Reflection of Employee Satisfaction, Jim Clemmer,CSM Magazine This aricles points out there was a cause-and-effect relationship between the two; that it was impossible to maintain a loyal customer base without a base of loyal employees; and that the best employees prefer to work for companies that deliver the kind of
7 superior value that builds customer loyalty... building loyalty has in fact become the acid test of leadership. MAY 2005, Customer Satisfaction and Loyalty for the Global Enterprise, By Monica David,Vice President, Professional Services CustomerSat, Inc., Enlaso Solution. Today, with greater customer choice and declining loyalty, creating deep and trusted customer relationships is more essential — and more elusive — than ever. Strong relationships, especially with your most strategic accounts, translate into repurchases, renewals, marquee references and positive word-of-mouth. Increasing competition is forcing all businesses, but especially global enterprises, to pay far more attention to how well they are satisfying their customers. Customer feedback can help identify at-risk customers, employees and partners before they are lost. This can increase customer retention, loyalty, revenue, and profits. They can also provide valuable insights into new products or services your customers want, putting you ahead of the competition. Equally important, customer feedback indicates what is most important to customers, so that the enterprise can focus on meeting customers’ needs in those areas.Customer satisfaction surveys, like those designed and deployed by CustomerSat, are one of the primary tools for hearing the voices of your customers. They let you view your corporate performance through the eyes of the customer. You quickly discover what's important to them — and what's not — so you can concentrate on the actions that will pay the highest dividends. Listening to your customers’ voices ensures that your internal process improvements focus on what the customer actually values, rather than what your people think they want. Customer feedback also builds on Six Sigma and other quality initiatives.
8
JAN
2002,Customer
Satisfaction
Article
,Six
Secrets
of
Outstanding Customer Satisfaction,By Ed Sykes This articles reveals that the customer know what you are willing to do to take care of his/her concerns. The customer becomes frustrated when he/she feels uninvolved or uncertain as to what you are planning for the customer satisfaction solution. Ask for the customer's commitment to the plan before proceeding with the action. The author saying that the plan of action started when he told the customer that he was going to take the subway immediately to meet with her, and the complete customer satisfaction plan was communicated during our first meeting” APR 2003,Customer Satisfaction: Differentiate Yourself From The Competition, By: Anne M. Obarski,The sideroad magazine Now, it not only whitens, it prevents plaque build-up, has tarter control, freshens breath, is in a handy container that is better than the tube and it might even have some sparkles in it so that I think my teeth will "sparkle" too. How much further can we take a basic item like toothpaste? Until we hit the moving target, that's when. To differentiate yourself from the competition, I told the interviewer, I believe there needs to be three things in place that will help you slow down that moving target
9
1.4 COMPANY PROFILE
KERALA CO-OPERATIVE MILK MARKETING FEDERATION (KCMMF) is popularly called as “MILMA”. It was established in april 1980. Its head office is situated in THIRUVANANTHAPURAM. In 1980 KCMMF was involved in identification of potential milk collection areas. It was also involved in formation of milk co-operatives & extension activities. In 1-04-1983 MILMA took over the marketing from the government for revenue earning activities. The name milma represents:• • • • • • day • • • • One Milk Powder Plant of 10MT per day capacity A well established Training Centre 5,200 retail outlets Over 32,000 people working either directly or indirectly for the 2,658 primary milk co-operative societies 7.5 lakhs farmer members Three Regional Co-operative Milk Producers' Union Eleven Dairies capable of handling 9.90 lakhs litres of milk per day Thirteen Milk Chilling Centres Two Cattle Feed Plants with cumulative capacity of 600MT per
functioning of milma Apart from these we serve millions of consumers day-in and day-out. OBJECTIVES
10
•
To channelise marketable surplus milk from the rural areas to urban deficit areas to maximize the returns to the producer and provide quality milk and milk products to the consumers .
•
To carryout activities for promoting Production, Procurement, Processing and Marketing of milk and milk products for economic development of the farming community.
• •
To build up a viable dairy industry in the State. To provide constant market and stable price to the dairy farmers for their produce.
OUR NETWORK: The Motto of Co-operation of "of the people, by the people and for the people" is the foundation of the "three tier system" followed by the organisation. At the village level we have the Village Milk Co-operative Societies which have the local milk producers as its members. These Village Co-operatives unite at the Regional level and form Regional Cooperative Milk Producers' Unions. These Unions are federated at the State level to form State Federation namely Kerala Co-operative Milk Marketing Federation( KCMMF). SHARE CAPITAL ORGANISATIONAL STRUCTURE: Kerala was brought under the second phase of operation flood that is from 1981-1987, while the formation of kerala co-operative milk marketing federation at the apex level. A fully democratic structure was set in place with election held for the director board in 1986. The KCMMF was among the first federations to have an elected board. Formation of the Trivandrum and Ernakulam regional milk producers union was in 1987 followed by Malabar regional milk producers union in 1989. All the regional union have active elected members of the board thus ensuring that it is truly an organization of
11 the producer, by the producer and for the producer. All policy level decisions are taken by the board and this is one of the few cooperatives run successfully on democratic principles. PRODUCTS & DISTRIBUTION NETWORK OF MILMA: KCMMF ltd, is marketing its product under the trade name ‘MILMA’. MILMA has a range of products with the motto “ your health our concern”. The products of thiruvananthapuram includes milk, ghee, butter, milk peda, milma sip, milk cream refresh, curd, sambharam, lassi, kulfi & standardized flavored milk. All products are send to market only after quality checks. PROCUREMENT & PRODUCTION PROCESS: Raw milk from societies is collected in cans and is brought to the dairy in trucks. The milk is poured in the witling bowl to record the weights. Samples from each society is drawn to subject the same quality testing. The milk thus collected is immediately chilled & stored in tanks which are insulated huge vertical tanks. From silos the milk is send to pasteurizer for pasteurization & standardization to the required fat. After subjecting the milk to quality test it is let out for filling into the prepack machines. The milk packed in sachets is collected in trays & kept in cold store before final dispatch.
12
PROCESS:
MILK FROM SOCIETIES IN CANS AT AMBIENT TEMPERATURE
? ? ? ? ?
POURED IN DUMB TANKS
CHILLING TO FIVE DEGREE CELCIUS
STORAGE
PASTEURISATION & SEPERATION OF CREAM & STANDARDISATION
STORAGE IN TANKS
? ? ?
FILLING IN SACHETS
STORAGE IN COLD STORE
DISPATCH
13
PRODUCT PROFILE MILMA PRODUCTS
Milma mainly producing packet milk than main content of milk is divided in two. One is fat and SNF- Solid Not Fat. Milma pasteurized vitamin A enriched milk comes in three varieties. • • • Toned Milk Milma rich (Standardized milk) MIlma smart (Fat free)
1. TONED MILK: Blue color packing. This is considered as common milk, 3.0%FAT and 8.5% SNF. This milk mainly focusing from domestic consumers. Available in 500ml packet. Milma give 4% commission to the agents. 1. MILMA Rich(Standardized milk) This milk packet contain high fat content 4.5% fat and 9%SNF. 2. MILMA Smart (Fat free milk) Low priced, fat free milk, or (less fat), Yellow in packing, recently launched in KNR diary. Whiteness of milk is high, in milma smart. Milma smart milk manufactured through
14 homogenizing that is by using high pressure, reduce the size of fat and SNF (through these process reduce the 20 micron fat size into 5 micron fat) so these are change in fat structure size. a. Milma smart is introduce for the prevention of competition from local milk producers, so it is introduced in low price that is 6.50 it can affordable to even low class people. SAMBHARAM: Sambharam (butter milk) a favorite beverage of KERALA. Milma sambharam, the only product of it kind in the market, is very popular trough out the state. It comes in convenient 200ml throw away sachets. It is a seasonal product, high demands in summer season. Now milma is ready to launch 500ml pet jar Sambharam. CURD: It is fermented product prepared from pasteurized skim milk using curd culture from National Diary Research Institute (NDRI). It is delicious, tasty, free from cholesterol: and available in 500ml and bulk. PEDA: An indigenous milk product manufactured by evaporating water content from wholesome cow’s milk and sweetened with cane sugar. It is nutritious and delicious sweet bite for children. It is available in 20g and 200 cartons. MLMA SIP:
15 Made from pasteurized skim milk, sweetened and flavored. Available in 25ml polythene tube inflavour like vanilla pineapple, straw berry, and mango and served in chilled condition. It is safe and nutritious substitute to al other sip-ups. GHEE: Ghee is a key ingredient in most Indian delicious Milma producers’ good quality pure ghee from butter. The ghee is available in convent packs of 100g to 15kg. ICE CREAM Milma ice cream is available in range of lip smacking flavors. Vanilla chocolate mango strawberry and fruit and nut the only ice cream in KERALA market which is manufactured in dairy and hence most fresh ice cream. CATTLE FEED: Balanced cattle feed is the major input to the dairy farmers of the state from the federation. There is a high level of acceptability for this product in the market. Milma producers both mash and pellet from of cattle feed. The cattle feed is distributed to the farmers at reasonable trough different agencies. MILK POWDER: Milma have plant in Alappuzha for producing milk powder from milk. MILMA FOOD LIMITED In June 2003, milma entered into an agreement with Mother dairy Development Board (MDDB) to form a joint venture marketing firm called Milma Food Limited solely to handle
16 marketing activities for Milma and to induce professionalism in operation. According to the agreement with new company in which the NDDB had the majority stake, the responsibility of procurement and supply of milk was vested with Milma Regional Co-operating Producers Unions, regardless of the of the procurement cost . the procured stock would transferred to the Milma Food Limited for a fixed stock transfer price to marketed by the company was responsible for all promotional activities in the market . However the tie up had been under a cloud right from the beginning, with the regional unions alleging that the new company was a white elephant, eating huge amount as overhead and infrastructure expense. While there is no discernible change in the marketing scenario. All this problem s in Milma Food Limited had reached a head in January itself when the Thiruvananthapuram Regional Cooperative Producers Union locked horns with Milma Food Limited over the huge losses they were incurring in producing milk at a high price from Karnataka. The Malabar union has put its losses at . 86Lakhes. All this functions made the marketing at the milk from the milma is now really challenges, now the Milma directly market its product to the customers. QUALITY POLICY “Farmers Prosperity Through Consumers Satisfaction”.
17 MILMA is committed to provide consistently safe hygienic and health milk and milk product to achieve and enhance consumer satisfaction. We (milma) strive to excel in market leadership by achieving Quality and Economy in all our activities adopting Quality Management System.We (milma) shall envisage scientific approach ensure continual improvement in personal and in our activities that increase value and status of the organization and its associates.
1.5 STATEMENT OF PROBLEM
In Kerala MILMA is the most popular brand The sale of milcream icecream is less in thiruvanthapuram.The study is needed to find out whether this is due to low customer satisfaction or not. The study is also conducted to find out retailers strategies.
1.6 OBJECTIVES OF THE STUDY
• • To find out the satisfaction of customers regarding milcream icecream in Thiruvananthapuram. To find out retailer strategies.
1.7 SCOPE OF STUDY
The main scope of the study is to find out the Customer satisfaction of Milcream icecream in Thiruvananthapuram & also retailer strategies .The study was undertaken with a sample size of 100 for customer study & 50 for retailer study.
1.8 TIME FRAME
The period of the study entitled as “A MARKET STUDY ON MILCREAM ICECREAM” done from 16th MAY to 15th JUNE for a period of one month.
18
1.9 GEOGRAPHICAL AREA
The study was undertaken in Thiruvananthapuram , to know the customer satisfaction of the MILCREAM icecream in Thiruvananthapuram and also to know retailer strategies.
1.10 LIMITATIONS
Every study will have its own advantages and disadvantages. No study is perfect however perfect it seems. As there is always room for improvement. Even in this study even though every though every effort has been made to bring it to perfection. There are a still certain limitations which needs to be highlighted without which the study can become biased. • • • Since the brand is not much popular in Thiruvananthapuram, it was very difficult to find the customers . Since the period of the study is limited, the researcher would not go in depth with the study. Findings are based on the information’s only given by the respondents.
19
I.9 CHAPTER SCHEME:
? Chapter I Deals with the Introduction, Back Ground, Research Objectives, Questions, Research Questions, Scope of the Study, , Review of Literature. ? Chapter II Deals with the Research Methodology ? Chapter III Deals with the Analysis and Interpretation. ? Chapter IV Deals with the Summary, Findings, Suggestions and recommendations.
20
CHAPTER 2 RESEARCH METHODOLOGY
Research methodology is way to systematically solve the research problem. It may be understood as a science of studying how research is done scientifically. We study the various steps that are generally adopted by a researcher in studying his research problems along logic behind them.
2.1 RESEARCH DESIGN
A research design is purely the framework or plan for a study that guides the collection and analysis of data. The research design used for this study is of descriptive type. Descriptive research includes surveys & fact-findings of different kinds. The major purpose of descriptive research is description of the state of affairs, as it exists at present.
2.2 SAMPLE DESIGN
The sample design is a definite plan for obtaining a sample from a given population. It refers to the technique or the procedure which would adopt in items for the samples.
21 1. Define the population: The population is defined as the customers of MILCREAM icecream in Thiruvananthapuram and also the retailers of icecream in Thiruvananthapuram. 2. Specify the sampling frame: Different areas in Thiruvananthapuram where more dealers of MILCREAM icecream are existing according to company instructions. 3. Specify sampling unit: Customers of Milcream ice cream from different areas in thiruvanthapuram and also the retailers of icecreams from different areas in thiruvanthapuram. 4. Specify sampling method: Area sampling Much research involves populations that can be identified with some geographic area. When this occurs, it is possible to use area sampling, The most important form of cluster sampling. This method overcomes the problems of both high sampling costs and the unavailability of a practical sampling frame for individual elements. Area sampling methods have been applied to national populations, country populations, and even small areas where there are welldefined political or natural boundaries. Here the Thiruvananthapuram is divided into certain areas and researcher randomly chosen the respondents. 5. Determine sample size: 100 Respondents from customers of Milcream icecream in Thiruvananthapuram and 50 respondents from retailers of various brands of icecream in Thiruvananthapuram .
2.3 DATA COLLECTION METHOD
Primary Data The primary data are those, which are collected afresh and for the first time, and thus happened to be original in character. Primary data was
22 collected through Questionnaire distributed to customers. Data
collection started from 16th May to 15th June for the period of one month. There are some irregularities in the field, instead of this researcher had collected the data with patience. Results are collected through survey and observation.
2.4 DATA ANALYSIS
ANALYTICAL TOOL For obtaining conclusion researcher has applied statistical package for social sciences (S.P.S.S). PERCENTAGE ANALYSIS In this method, all the given data is converted to percentage and is represented in the form of bar diagrams. This method helps in knowing the ups and downs of data respectively. The formula for calculating percentage is : Percentage = ( No: of Respondents / Total No: of Respondents) x 100 ANOVA: The One-Way ANOVA procedure produces a one-way analysis of variance for a quantitative dependent variable by a single factor (independent) variable. Analysis of variance is used to test the hypothesis that several means are equal. This technique is an extension of the two-sample t test. In addition to determining that differences exist among the means, it can be known which means differ. There are two types of tests for comparing means: a priori contrasts and post hoc tests. Contrasts are tests set up before running the experiment and post hoc tests are run after the experiment has been conducted.
23
CHAPTER – 3
3.1 ANALYSIS AND INTERPRETATION:
3.1.1:RESPONDENTS AGE Table No:- 1
Age Frequency 9 39 21 14 17 100 Percent 9.0 39.0 21.0 14.0 17.0 100.0 Valid Percent 9.0 39.0 21.0 14.0 17.0 100.0 Cumulative Percent 9.0 48.0 69.0 83.0 100.0
Valid
BELOW-20 20-25 25-30 30-35 35-ABOVE Total
INTERPRETATION 39% of respondents are under the age category of 20-25. 21% are between the age of 25-30. 17% are between the age of 35& above.14% are between the age of 30-35. 9% is in the age group of below 20. CHART No:-1
24
Age
50
40
30
20
10
Percent
0 BELOW-20 20-25 25-30 30-35 35-ABOVE
Age
3.1.2 RESPONDENTS GENDER Table No:- 2
GENDER Frequency MALE 72 FEMALE 28 Total 100 Percent 72.0 28.0 100.0 Valid Percent 72.0 28.0 100.0 Cumulative Percent 72.0 100.0
Valid
INTERPRETATION The above table shows that 72% of the respondents are male and 28% are female. CHART NO:- 2
25
GENDER
80
60
40
Percent
20
0 MALE FEMALE
GENDER
3.1.3 RESPONDENTS QUALIFICATION Table No:- 3
QUALIFICATION Frequency UPTO SSLC 4 HSE 10 DEGREE 50 PG 28 DIPLOMA 5 OTHERS 3 Total 100 Percent 4.0 10.0 50.0 28.0 5.0 3.0 100.0 Valid Percent 4.0 10.0 50.0 28.0 5.0 3.0 100.0 Cumulative Percent 4.0 14.0 64.0 92.0 97.0 100.0
Valid
INTERPRETATION
26 The above table shows that 50% of respondents are education qualification UG,28% of them are PG, 10% of them are HSE, 5% of them are diploma and 4% are upto sslc. CHART NO:-3
QUALIFICATION
60
50
40
30
20
Percent
10
0 UPTO SSLC HSE DEGREE PG DIPLOMA OTHERS
QUALIFICATION
3.1.4 RESPONDENTS MONTHLY INCOME Table No:- 4
MONTHLY INCOME Frequency BELOW-5000 43 5000-10000 34 10000-15000 20 15000-20000 2 20000-ABOVE 1 Total 100 Percent 43.0 34.0 20.0 2.0 1.0 100.0 Valid Percent 43.0 34.0 20.0 2.0 1.0 100.0 Cumulative Percent 43.0 77.0 97.0 99.0 100.0
Valid
INTERPRETATION
27 The above table shows that 43% of respondents are lies in the income category of below 5000,34% are under the catagory of 500010000,20% are 10000-15000 and 2% are 15000-20000 CHART NO:-4
MONTHLY INCOME
50
40
30
20
Percent
10
0 BELOW-5000 5000-10000 10000-15000 15000-20000 20000-ABOVE
MONTHLY INCOME
3.1.5 DO YOU LIKE ICECREAMS Table No:-5
DO YOU LIKE ICECREAMS Frequency 100 Percent 100.0 Valid Percent 100.0 Cumulative Percent 100.0
Valid
YES
INTERPRETATION 100% of the respondents like icecream. CHART NO:-5
28
DO YOU LIKE ICECREAMS
120
100
80
60
40
Percent
20
0 YES
DO YOU LIKE ICECREAMS
3.1.6 WHAT IS THE RATE OF USAGE OF ICECREAMS Table No:-6
WHAT IS THE RATE OF USAGE OF ICECREAMS Frequency 29 24 47 100 Percent 29.0 24.0 47.0 100.0 Valid Percent 29.0 24.0 47.0 100.0 Cumulative Percent 29.0 53.0 100.0
Valid
WEEKLY MONTHLY OCCASIONALLY Total
INTERPRETATION 47% of the respondents are occasional users of icecream.29% of the respondents uses icecream weekly and 24% uses monthly. CHART NO:-6
29
WHAT IS THE RATE OF USAGE OF ICECREAMS
50
40
30
20
Percent
10
0 WEEKLY MONTHLY OCCASIONALLY
WHAT IS THE RATE OF USAGE OF ICECREAMS
3.1.7 DO YOU PREFER ANY PARTICULAR BRAND Table No:-7
DO YOU PREFER ANY PARTICULAR BRAND Frequency 50 50 100 Percent 50.0 50.0 100.0 Valid Percent 50.0 50.0 100.0 Cumulative Percent 50.0 100.0
Valid
YES NO Total
INTERPRETATION 50% of respondents have brand preference.
CHART NO:-7
30
DO YOU PREFER ANY PARTICULAR BRAND
60
50
40
30
20
Percent
10
0 YES NO
DO YOU PREFER ANY PARTICULAR BRAND
3.1.8 IF YES, WHICH BRAND DO YOU PREFER Table No:-8
WHICH BRAND DO YOU PREFER Frequency 50 7 5 5 8 23 2 100 Percent 50.0 7.0 5.0 5.0 8.0 23.0 2.0 100.0 Valid Percent 50.0 7.0 5.0 5.0 8.0 23.0 2.0 100.0 Cumulative Percent 50.0 57.0 62.0 67.0 75.0 98.0 100.0
Valid
NO RESPONSE UNCLE JOHN VARUN MILCREAM JOY AMUL SKEI Total
INTERPRETATION 23% of the respondents prefer amul icecream.8% prefer joy,7% prefer uncle john,5% prefer varun & 5% prefer milcream icecream.
CHART NO:-8
31
WHICH BRAND DO YOU PREFER
60 50
40
30
20
Percent
10 0 NO RESPONSE VARUN MILCREAM JOY AMUL SKEI UNCLE JOHN
WHICH BRAND DO YOU PREFER
3.1.9 WHICH FACTOR DO YOU CONSIDER WHILE PURCHASING ICECREAMS Table No:-9
WHICH FACTOR DO YOU CONSIDER WHILE PURCHASING ICECREAMS Frequency 7 44 31 17 1 100 Percent 7.0 44.0 31.0 17.0 1.0 100.0 Valid Percent 7.0 44.0 31.0 17.0 1.0 100.0 Cumulative Percent 7.0 51.0 82.0 99.0 100.0
Valid
QUANTITY QUALITY PRICE AVAILABILITY BRAND Total
INTERPRETATION 44% of the respondents consider quality as a factor while purchasing icecreams.31% consider price as factor,17% consider availability, 7% consider quantity and only 1% consider brand as a factor. CHART NO:-9
32
WHICH FACTOR DO YOU CONSIDER WHILE PURCHASING
50
40
30
20
Percent
10
0 QUANTITY QUALITY PRICE AVAILABILITY BRAND
WHICH FACTOR DO YOU CONSIDER WHILE PURCHASING ICECREAM S
3.1.10 ARE YOU AWARE OF MILCREAM ICECREAM Table No:-10
ARE YOU AWARE OF MILCREAM ICECREAM Frequency 100 Percent 100.0 Valid Percent 100.0 Cumulative Percent 100.0
Valid
YES
INTERPRETATION 100% of the respondents are aware of milcream icecream.
CHART NO:-10
33
ARE YOU AWARE OF MILCREAM ICECREAM
120
100
80
60
40
Percent
20
0 YES
ARE YOU AWARE OF MILCREAM ICECREAM
3.1.11 IF YES, HOW DID YOU COME TO KNOW ABOUT MILCREAM ICECREAM Table No:-1
HOW DID YOU COME TO KNOW ABOUT MILCREAM ICECREAM Frequency 43 37 20 100 Percent 43.0 37.0 20.0 100.0 Valid Percent 43.0 37.0 20.0 100.0 Cumulative Percent 43.0 80.0 100.0
Valid
ADVERTISEMENTS FRIENDS AND RELATIVES SHOPKEEPER Total
INTERPRETATION: The above table shows that 43% of the respondents came to know about milcream icecream through advertisements.37% them came to know through friends and relatives and 20% through shopkeeper.
34
CHART NO:-11
HOW DID YOU COME TO KNOW ABOUT MILCREAM ICECRE
50
40
30
20
Percent
10
0 ADVERTISEMENTS FRIENDS AND RELATIVE SHOPKEEPER
HOW DID YOU COME TO KNOW ABOUT MILCREAM ICECREAM
3.1.12 THE QUALITY OF MILCREAM ICECREAM IS GOOD Table No:-12
The quality of milcream icecream is good Frequency 33 55 12 100 Percent 33.0 55.0 12.0 100.0 Valid Percent 33.0 55.0 12.0 100.0 Cumulative Percent 33.0 88.0 100.0
Valid
STRONGLY AGREE AGREE NEUTRAL Total
INTERPRETATION The above table shows that 55% of respondents agree with the quality provided by the milcream icecream and 33% strongly agree with this statement.
35
CHART NO:-12
The quality of milcream icecream is good
60
50
40
30
20
Percent
10
0 STRONGLY AGREE AGREE NEUTRAL
The quality of milcream icecream is good
3.1.13 THE PACKING OF MILCREAM ICECREAM IS ATTRACTIVE Table No:-13
The packing of milcream icecream is attractive Frequency STRONGLY AGREE 5 AGREE 50 NEUTRAL 41 DISAGREE 4 Total 100 Percent 5.0 50.0 41.0 4.0 100.0 Valid Percent 5.0 50.0 41.0 4.0 100.0 Cumulative Percent 5.0 55.0 96.0 100.0
Valid
INTERPRETATION
36 The above table shows that 50% of respondents agree that the packing of milcream icecream is attractive,5% are strongly agree with the same statement ,but 4% disagree with the statement.
CHART NO:-13
The packing of milcream icecream is attractive
60
50
40
30
20
Percent
10
0 STRONGLY AGREE AGREE NEUTRAL DISAGREE
The packing of milcream icecream is attractive
3.1.14 THE PRICE OF MILCREAM ICECREAM IS AFFORDABLE Table No:-14
The price of milcream icecream is affordable Frequency 6 51 32 11 100 Percent 6.0 51.0 32.0 11.0 100.0 Valid Percent 6.0 51.0 32.0 11.0 100.0 Cumulative Percent 6.0 57.0 89.0 100.0
Valid
STRONGLY AGREE AGREE NEUTRAL DISAGREE Total
INTERPRETATION
37 The above table shows that 51% of respondents agree with the price of milcream icecream.6% strongly agree with this statement and 11% disagree for the same statement.
CHART NO:-14
The price of milcream icecream is affordable
60
50
40
30
20
Percent
10
0 STRONGLY AGREE AGREE NEUTRAL DISAGREE
The price of milcream icecream is affordable
3.1.15 THE TASTE OF MILCREAM ICECREAM IS GOOD Table No:-15
The taste of milcream icecream is good Frequency STRONGLY AGREE 16 AGREE 47 NEUTRAL 30 DISAGREE 7 Total 100 Percent 16.0 47.0 30.0 7.0 100.0 Valid Percent 16.0 47.0 30.0 7.0 100.0 Cumulative Percent 16.0 63.0 93.0 100.0
Valid
38 INTERPRETATION The above table shows that 47% of respondents agree with the taste of milcream icecream.16% strongly agree with this statement and 7% strongly disagree for the same statement.
CHART NO:-15
The taste of milcream icecream is good
50
40
30
20
10
Percent
0 STRONGLY AGREE AGREE NEUTRAL DISAGREE
The taste of milcream icecream is good
3.1.16 MILCREAM ICECREAM IS AVAILABLE IN ALL RETAIL SHOPS Table No:-16
39
Milcream icecream is available in all retail shops Frequency STRONGLY AGREE 3 AGREE 20 NEUTRAL 44 DISAGREE 26 STRONGLY DISAGREE 7 Total 100 Percent 3.0 20.0 44.0 26.0 7.0 100.0 Valid Percent 3.0 20.0 44.0 26.0 7.0 100.0 Cumulative Percent 3.0 23.0 67.0 93.0 100.0
Valid
INTERPRETATION The above table shows that 20% of respondents agree with the availability of milcream icecream .26% disagree with the availability and 7% strongly disagree with the availability of milcream icecream CHART NO:-16
Milcream icecream is available in all retail shops
50
40
30
20
Percent
10
0 STRONGLY AGREE AGREE NEUTRAL STRONGLY DISAGREE DISAGREE
Milcream icecream is available in all retail shops
40 3.1.17 MILCREAM ICECREAM HAS ALL MAJOR VARIETIES OF ICECREAM Table No:17
Milcream icecream has all major varieties of icecream Frequency STRONGLY AGREE 3 AGREE 23 NEUTRAL 47 DISAGREE 25 STRONGLY DISAGREE 2 Total 100 Percent 3.0 23.0 47.0 25.0 2.0 100.0 Valid Percent 3.0 23.0 47.0 25.0 2.0 100.0 Cumulative Percent 3.0 26.0 73.0 98.0 100.0
Valid
INTERPRETATION The above table shows that 23% of the respondents agree that milcream icecream provides all major varieties of icecream but 25% disagree with the same statement.
CHART NO:-17
Milcream icecream has all major varieties of icecream
50
40
30
20
Percent
10
0 STRONGLY AGREE AGREE NEUTRAL STRONGLY DISAGREE DISAGREE
Milcream icecream has all major varieties of icecream
41 3.1.18 I WILL BUY MILCREAM ICECREAM EVEN IF THERE IS AN INCREASE IN PRICE Table No:-18
I will buy milcream icecream even if there is an increase in price Frequency AGREE 11 NEUTRAL 22 DISAGREE 41 STRONGLY DISAGREE 26 Total 100 Percent 11.0 22.0 41.0 26.0 100.0 Valid Percent 11.0 22.0 41.0 26.0 100.0 Cumulative Percent 11.0 33.0 74.0 100.0
Valid
INTERPRETATION The above table shows that 11% of respondents agree that they will buy milcream icecream even if there is increase in price, but 41% disagree and 26% strongly disagree with the same statement.
CHART NO:-18
I will buy milcream icecream even if there is an increase in price
50
40
30
20
Percent
10
0 AGREE NEUTRAL DISAGREE STRONGLY DISAGREE
I will buy milcream icecream even if there is an increase in price
42
ONE WAY ANOVA TEST
1. Age category wise F value to rate the factors affecting customer satisfaction. One way ANOVA is used to test whether there exists any significance difference to rate the factors such as product quality, packaging, price, taste and availability among the respondents having different age. H0 = There is no difference to rate the factors such as product quality, packaging, price, taste and availability among the respondents having different age.
43 H1= There is a difference to rate the factors such as product quality, packaging, price, taste and availability among the respondents having different age.
P value = 0.05 H0 = null hypothesis H1 = alternative hypothesis
ANOVA Sum of Squares 3.247 37.343 40.590 2.727 39.913 42.640 7.969 50.991 58.960 2.466 81.574 84.040 1.288 64.872 66.160 3.259 64.741 68.000 4.866 83.894 88.760 df 4 95 99 4 95 99 4 95 99 4 95 99 4 95 99 4 95 99 4 95 99 .617 .859 .322 .683 .815 .681 1.216 .883 .718 .582 Mean Square .812 .393 .682 .420 1.992 .537 F 2.065 Sig. .091
The quality of milcream icecream is good
Between Groups Within Groups Total The packing of milcream Between Groups icecream is attractive Within Groups Total The price of milcream Between Groups icecream is affordable Within Groups Total Milcream icecream is available in all retail shops Between Groups Within Groups Total The taste of milcream Between Groups icecream is good Within Groups Total Milcream icecream has Between Groups all major varieties of Within Groups icecream Total I will buy milcream Between Groups icecream even if there is Within Groups an increase in price Total
1.623
.175
3.712
.007
.472
.756
1.196
.318
1.377
.248
44
INTERPRETATION The above table shows that the significance values quality, availability, taste, variety, packing and “I will buy the product even there is an increase of price” are greater than 0.05 and hence accept the null hypothesis. That is there is no difference to rate the above statements among the respondents having different age. But for the statement “The price of the milcream ice cream is affordable”, the significance value is less than 0.05 and hence rejects the null hypothesis and accepts the alternate hypothesis.
CHAPTER 4
4.1 FINDINGS
CUSTOMERS: 1. 72% of the respondents are male & 28% female. 2. 50% of the respondents are degree holders. 3. 43% of the respondents have monthly income les than 5000. 4. 39% of the respondents are under the age category of 20-25. 5. 100% of the respondents like ice cream. 6. 47% of the respondents use ice cream occasionally. 7. 50% of the respondents have brand preference. 8. 23% of the respondents prefer amul ice cream. 9. 44% of the respondents consider quality as a factor while purchasing ice creams. 10. 100% of the respondents are aware of milcream ice cream. 11. 43% of the respondents came to know about milcream ice cream through advertisements.
45 12. 55% of the respondents agree that the quality of milcream ice cream is good. 13. 50% of the respondents agree that the packing of milcream ice cream is attractive. 14. 51% of the respondents agree that the price of milcream ice cream is affordable. 15. 26% of the respondents disagree that milcream ice cream is available in all retail shops. 16. 47% of the respondents agree that the taste of milcream ice cream is good. 17. 25% of the respondents disagree that milcream ice cream has all varieties of ice cream. 18. 41% of the respondents disagree that they will buy milcream ice cream even if there is an increase in price.
4.2 CONCLUSION
From the study it has been found that the customers are satisfied with the quality,price and packaging. But the customers are not satisfied with the availability of the product in their nearby shops and also they are not satisfied with the varieties of icecream provided by the company.
4.3 RECOMMENDATIONS AND SUGGESTIONS
1. To provide offers and discounts to customers.
46 2. Celebrity advertisement helps to create a good position in the minds of customers. 3. To provide some gift coupons to customers. 4. To increase the dealership of milcream icecream. 5. To make every variety of icecream a special variety.
APPENDIX QUESTIONNAIRE
“A STUDY ON CUSTOMER SATISFACTION OF MILCREAM ICECREAM IN THIRUVANANTHAPURAM” PERSONAL INFORMATION
1. Name: 2. Age ? Below-20 3. Gender ? 20-25 ? 25-30 ? 30-35 ? 35-and above
47 ?M ?F
4. Qualification ? Up-to SSLC ? HSE ? Degree ? PG ? Diploma ? Others 5. Monthly income ? Below-5000 20000 ? 20000-And above ? 5000-10000 ? 10000-15000 ? 15000-
1. Do you like ice creams? ? Yes ? No
2. What is your rate of usage of ice creams? ? Daily ? Weakly ? Monthly ? Occasionally
3. Do you prefer any particular brand? ? Yes ? No
4. If yes; which brand do you prefer? ? Uncle John ? Varun ? Milcream ? Joy Skei ? Amul ?
48 5. Which factor do you consider the most while purchasing ice creams? ? Quantity Packaging ? Quality ?Brand ? Price ? Availability ?
6. Are you aware of milcream ice cream? ? Yes ? No
7. If yes; how did you come to know about milcream icecream? ? Advertisements ? Friends & relatives ? Shopkeeper
Rate the Following Statement According to your level of satisfaction SA-Strongly Agree, A-Agree, N-Neutral, DA-Disagree, SDAStrongly Disagree SA 8.The quality of milcream is good. 9.The packing of milcream is attractive. 10.The price of milcream is A N DA SDA
affordable. 11.Milcream ice cream is available in All retail shops.
49 12.The taste of milcream icecream is good. 13.Milcream ice cream has all major varieties of icecream. 14.I will buy milcream ice cream even if there is an increase in price. 15. Any suggestion: …………………………………………………………………………………… ……………………………………………………………………………………
THANK YOU
BIBLIOGRAPHY
Books: 1. BUSINESS RESEARCH METHODS DONALD R COOPER PAMELA SCHINLER RAJENDRA NAGUNDKAR
2. Marketing Research – Text and Cases 3. MARKETNG MANAGEMENT -A.VINOD
Websites: 1. www.findarticles.com 2. www.wikipedia.com 3. www.milma.com
50 4. www.crmtoday.com
doc_134592121.doc
Cooperatives include non-profit community organizations and businesses that are owned and managed by the people who use its services (a consumer cooperative) or by the people who work there (a worker cooperative) or by the people who live there (a housing cooperative), hybrids such as worker cooperatives that are also consumer cooperatives or credit unions
1
CHAPTER 1
1.1 INTRODUCTION
In India Fast Moving Consumer Goods market is a very vast growing market. Icecreams are one of the major FMCG products. In olden days home made icecreams were commonly used. But nowadays the life of people are changing and most of them are using branded icecreams. Milma products like ghee, milk, sambaram are very popular brand in thiruvananthapuram. But milcream icecream of milma is not so popular in thiruvananthapuram.So the sales of milcream icecream are also less in thiruvannthapuram. Because of this, the study is being conducted to find out whether there is satisfaction of customers or not. Also the study is being conducted to find out retailer strategies.
1.2 BACKGROUND
Customer satisfaction, commonly abbreviated CS, is a business term which is used to capture the idea of measuring how satisfied an enterprise's customers are with the organization's efforts in a marketplace. It is seen as a key business performance indicator and is part of the four perspectives of a Balanced Scorecard. Every organization has customers of some kind. The organization provides products (goods and/or services) of some kind to its customers through the mechanism of a marketplace. The products the organization provides are subject to competition whether by similar products or by substitution products. Customer satisfaction is a measurement of customer attitudes about products, services and brands. While it's always been smart to keep customers happy, the term "customer satisfaction"
2 became popularized in the 1980's with the total quality movement. Customer Driven Excellence and Customer Focused Results remain important aspects of the Baldrige National Quality Program. Satisfaction is a function of perceived performance and expectations. If the performance falls short of expectations, the consumer is dissatisfied. If the performance matches the expectations, the consumer is satisfied. If the performance exceeds the performance the customer highly satisfied or delighted. Many companies are aiming for higher satisfaction,because customers who are just satisfied still find it ready to switch when a better offer comes along. Those who are highly satisfied are much less ready to switch. High satisfaction or delight creates an emotional bond with the brand, not just a rational preference. The result is high customer loyalty. In addition to tracking customer value expectations and satisfaction, companies need to monitor their competitors performance in these areas. For customer centered ccompanies,customer satisfaction is both a goal and a marketing tool. Companies that achieve high customer satisfaction ratings make sure that their target knows it. Today’s business organization whether profits or non-profit are facing toughest competition ever. These days only customer centered organizations are adopted at building customer satisfaction. Although the customer centered firms seek to create high customer satisfaction,its main goal is not to maximize customer satisfaction but to increase its profit .At present in this competitive environment, where companies are adopting various methods to influence the prospective customer, marketer should be aware of complexities, which goes in to buying aiming at total customer behavior and frame marketing program satisfaction.
3
1.3 REVIEW OF LITERATURE
Feb 12, 2005 , Survey Services Expert Articles - Customer Satisfaction, Part 3 ,By:William Bleuel This aricles points out that Customer satisfaction is the true "roll up" metric that measures how your customers like your product and are willing to remain loyal. The ability to measure attitudes, professionalism, and overall interaction of the CSR and the company, goes beyond the metrics of the call and identifies the "Delivery" of the call. Measuring this data point however is not easily achievable with internal metrics and requires a technology that speaks directly with the customer May. 1, 2003, Issue of CIO Magazine, Customer Satisfaction,by Mohanbir Sawhney, This articles reveals that a customer satisfaction is a key goal for companies, ensuring end users are satisfied is an important responsibility of CIOs. In CIO's "State of the CIO 2003" survey, 63 percent of respondents said they regularly measure either internal or external customers' satisfaction with IT's services. But only 36 percent said this is a highly effective practice for adding value to their business. The discrepancy isn't surprising. My experience with customer satisfaction measurement in the technology industry suggests that companies—and by extension CIOs—often talk to the wrong people in the customer organization and measure the wrong things. If you aren't careful, customer satisfaction measurement could be doing your IT organization more harm than good. Here are some tips for getting customer satisfaction measurement right
4 Saturday, February 12, 2005, Survey Services Expert Articles Customer Satisfaction, Part 3 ,By: William Bleuel, Ph.D This articles points out the customer satisfaction in management system.Consider a management system for customer satisfaction. In this system, one or more feedback control loops must provide control for the operation and maintain stability so the level of satisfaction that is to be provided to the customers can be delivered on a consistent basis. The diagram in figure 1 contains the 10 building blocks of the customer satisfaction control system. Two feedback loops provide both short-term and long-term control to the organization. Each block will be further described in the following paragraphs as will the purpose and function of each of the feedback control loops. In future articles, each of these blocks will be redefined into smaller divisions about each of the 10 blocks. The following system will apply to either a stand alone service organization or an inhouse service organization, and will assume that the entire company is being studied May 2005,
Unlocking
The
Value
of
Your
Customer
Satisfaction Surveys, Craig Bailey, President & Founder, CRM
TODAY MAGAZINE In today's business environment companies cannot afford to lose a single profitable customer. By effectively leveraging results from a customer satisfaction survey an organization can respond to their customer's needs in ways that increase revenue as well as improve customer and employee, satisfaction and loyalty. Many companies perform customer satisfaction surveys, but don't receive full value from their investments to administer the program. Too often survey results are used simply for monthly reporting on "how we did last month
5
February 12, 2007, Is A Customer Satisfaction Guarantee Realistic In Business? , By Steven Taylor, EzineArticles This articles reveals the relationship between customer satisfaction and business.Customer satisfaction and loyalty to a product is very important in any company, be it a company that is consumer oriented or a company that sells to other businesses, but is a customer satisfaction guarantee really realistic in business? What some companies do in order to attract the consumer's loyalty is to attach a customer satisfaction guarantee behind any product they sell. What attracts consumers to these customer satisfaction guarantee offers is that they are straightforward, easy to understand and you know it to be true. However – sometimes the more often a company advertises the customer satisfaction guarantee, the more often consumers are turned off by the company. Another important thing that companies have to take into consideration before presenting any guarantees in relation to their products or services is that they should have their attorneys review the guarantee because it might have legal repercussions. 20 February 2007, Customer satisfaction: the need for multiple perspectives of information system quality, R.T. Vidgen, J.R.G. Wood & A.T. Wood-Harper,Journals of Transactions of the Wessex Institute A central concern of quality is customer satisfaction and any effective quality management system must incorporate a procedure for assessing the level of customer satisfaction achieved.A collapsed down view of customer satisfaction made through a single perspective lacks the richness to address situations characterized by complexity and messiness.An objective approach to assessing
6 customer satisfaction should be supplemented (not replaced) by perspectives that reflect softer aspects of quality. Friday February 25, 2005, Guaranteed Customer Satisfaction?, F. John Reh,,Journals of Management The reason customer satisfaction is so important is because of it's impact on your bottom line. As Debra Goldman points out "it leads to repeat business – customers enjoying good quality and service enough to return time and time again... Their loyalty will result in additional spending, increased market-share through word-of-mouth promotion, improved reputation, and increased profits. Since satisfied customers are more likely to pay their invoices on time, cash flow can be affected as well." Customer satisfaction guarantees are not only achievable, they are essential to creating the proper attitude within a company. Unless an organization is prepared to guarantee that its customers will be satisfied, that organization will not put the policies and procedures in place, will not empower the employees, will not reinforce the enabling behaviors needed to make its customer the number one priority as it should. A Braun Consulting article, Satisfaction: Guaranteed?, argues that "Companies may guarantee the satisfaction of their customers, but that does not guarantee that these customers will stick around or contribute positively to the bottom line...Rather than focusing on measures of average satisfaction, companies need to invest in building true customer understanding and knowledge." JAN 2004 , Customer Satisfaction is a Reflection of Employee Satisfaction, Jim Clemmer,CSM Magazine This aricles points out there was a cause-and-effect relationship between the two; that it was impossible to maintain a loyal customer base without a base of loyal employees; and that the best employees prefer to work for companies that deliver the kind of
7 superior value that builds customer loyalty... building loyalty has in fact become the acid test of leadership. MAY 2005, Customer Satisfaction and Loyalty for the Global Enterprise, By Monica David,Vice President, Professional Services CustomerSat, Inc., Enlaso Solution. Today, with greater customer choice and declining loyalty, creating deep and trusted customer relationships is more essential — and more elusive — than ever. Strong relationships, especially with your most strategic accounts, translate into repurchases, renewals, marquee references and positive word-of-mouth. Increasing competition is forcing all businesses, but especially global enterprises, to pay far more attention to how well they are satisfying their customers. Customer feedback can help identify at-risk customers, employees and partners before they are lost. This can increase customer retention, loyalty, revenue, and profits. They can also provide valuable insights into new products or services your customers want, putting you ahead of the competition. Equally important, customer feedback indicates what is most important to customers, so that the enterprise can focus on meeting customers’ needs in those areas.Customer satisfaction surveys, like those designed and deployed by CustomerSat, are one of the primary tools for hearing the voices of your customers. They let you view your corporate performance through the eyes of the customer. You quickly discover what's important to them — and what's not — so you can concentrate on the actions that will pay the highest dividends. Listening to your customers’ voices ensures that your internal process improvements focus on what the customer actually values, rather than what your people think they want. Customer feedback also builds on Six Sigma and other quality initiatives.
8
JAN
2002,Customer
Satisfaction
Article
,Six
Secrets
of
Outstanding Customer Satisfaction,By Ed Sykes This articles reveals that the customer know what you are willing to do to take care of his/her concerns. The customer becomes frustrated when he/she feels uninvolved or uncertain as to what you are planning for the customer satisfaction solution. Ask for the customer's commitment to the plan before proceeding with the action. The author saying that the plan of action started when he told the customer that he was going to take the subway immediately to meet with her, and the complete customer satisfaction plan was communicated during our first meeting” APR 2003,Customer Satisfaction: Differentiate Yourself From The Competition, By: Anne M. Obarski,The sideroad magazine Now, it not only whitens, it prevents plaque build-up, has tarter control, freshens breath, is in a handy container that is better than the tube and it might even have some sparkles in it so that I think my teeth will "sparkle" too. How much further can we take a basic item like toothpaste? Until we hit the moving target, that's when. To differentiate yourself from the competition, I told the interviewer, I believe there needs to be three things in place that will help you slow down that moving target
9
1.4 COMPANY PROFILE
KERALA CO-OPERATIVE MILK MARKETING FEDERATION (KCMMF) is popularly called as “MILMA”. It was established in april 1980. Its head office is situated in THIRUVANANTHAPURAM. In 1980 KCMMF was involved in identification of potential milk collection areas. It was also involved in formation of milk co-operatives & extension activities. In 1-04-1983 MILMA took over the marketing from the government for revenue earning activities. The name milma represents:• • • • • • day • • • • One Milk Powder Plant of 10MT per day capacity A well established Training Centre 5,200 retail outlets Over 32,000 people working either directly or indirectly for the 2,658 primary milk co-operative societies 7.5 lakhs farmer members Three Regional Co-operative Milk Producers' Union Eleven Dairies capable of handling 9.90 lakhs litres of milk per day Thirteen Milk Chilling Centres Two Cattle Feed Plants with cumulative capacity of 600MT per
functioning of milma Apart from these we serve millions of consumers day-in and day-out. OBJECTIVES
10
•
To channelise marketable surplus milk from the rural areas to urban deficit areas to maximize the returns to the producer and provide quality milk and milk products to the consumers .
•
To carryout activities for promoting Production, Procurement, Processing and Marketing of milk and milk products for economic development of the farming community.
• •
To build up a viable dairy industry in the State. To provide constant market and stable price to the dairy farmers for their produce.
OUR NETWORK: The Motto of Co-operation of "of the people, by the people and for the people" is the foundation of the "three tier system" followed by the organisation. At the village level we have the Village Milk Co-operative Societies which have the local milk producers as its members. These Village Co-operatives unite at the Regional level and form Regional Cooperative Milk Producers' Unions. These Unions are federated at the State level to form State Federation namely Kerala Co-operative Milk Marketing Federation( KCMMF). SHARE CAPITAL ORGANISATIONAL STRUCTURE: Kerala was brought under the second phase of operation flood that is from 1981-1987, while the formation of kerala co-operative milk marketing federation at the apex level. A fully democratic structure was set in place with election held for the director board in 1986. The KCMMF was among the first federations to have an elected board. Formation of the Trivandrum and Ernakulam regional milk producers union was in 1987 followed by Malabar regional milk producers union in 1989. All the regional union have active elected members of the board thus ensuring that it is truly an organization of
11 the producer, by the producer and for the producer. All policy level decisions are taken by the board and this is one of the few cooperatives run successfully on democratic principles. PRODUCTS & DISTRIBUTION NETWORK OF MILMA: KCMMF ltd, is marketing its product under the trade name ‘MILMA’. MILMA has a range of products with the motto “ your health our concern”. The products of thiruvananthapuram includes milk, ghee, butter, milk peda, milma sip, milk cream refresh, curd, sambharam, lassi, kulfi & standardized flavored milk. All products are send to market only after quality checks. PROCUREMENT & PRODUCTION PROCESS: Raw milk from societies is collected in cans and is brought to the dairy in trucks. The milk is poured in the witling bowl to record the weights. Samples from each society is drawn to subject the same quality testing. The milk thus collected is immediately chilled & stored in tanks which are insulated huge vertical tanks. From silos the milk is send to pasteurizer for pasteurization & standardization to the required fat. After subjecting the milk to quality test it is let out for filling into the prepack machines. The milk packed in sachets is collected in trays & kept in cold store before final dispatch.
12
PROCESS:
MILK FROM SOCIETIES IN CANS AT AMBIENT TEMPERATURE
? ? ? ? ?
POURED IN DUMB TANKS
CHILLING TO FIVE DEGREE CELCIUS
STORAGE
PASTEURISATION & SEPERATION OF CREAM & STANDARDISATION
STORAGE IN TANKS
? ? ?
FILLING IN SACHETS
STORAGE IN COLD STORE
DISPATCH
13
PRODUCT PROFILE MILMA PRODUCTS
Milma mainly producing packet milk than main content of milk is divided in two. One is fat and SNF- Solid Not Fat. Milma pasteurized vitamin A enriched milk comes in three varieties. • • • Toned Milk Milma rich (Standardized milk) MIlma smart (Fat free)
1. TONED MILK: Blue color packing. This is considered as common milk, 3.0%FAT and 8.5% SNF. This milk mainly focusing from domestic consumers. Available in 500ml packet. Milma give 4% commission to the agents. 1. MILMA Rich(Standardized milk) This milk packet contain high fat content 4.5% fat and 9%SNF. 2. MILMA Smart (Fat free milk) Low priced, fat free milk, or (less fat), Yellow in packing, recently launched in KNR diary. Whiteness of milk is high, in milma smart. Milma smart milk manufactured through
14 homogenizing that is by using high pressure, reduce the size of fat and SNF (through these process reduce the 20 micron fat size into 5 micron fat) so these are change in fat structure size. a. Milma smart is introduce for the prevention of competition from local milk producers, so it is introduced in low price that is 6.50 it can affordable to even low class people. SAMBHARAM: Sambharam (butter milk) a favorite beverage of KERALA. Milma sambharam, the only product of it kind in the market, is very popular trough out the state. It comes in convenient 200ml throw away sachets. It is a seasonal product, high demands in summer season. Now milma is ready to launch 500ml pet jar Sambharam. CURD: It is fermented product prepared from pasteurized skim milk using curd culture from National Diary Research Institute (NDRI). It is delicious, tasty, free from cholesterol: and available in 500ml and bulk. PEDA: An indigenous milk product manufactured by evaporating water content from wholesome cow’s milk and sweetened with cane sugar. It is nutritious and delicious sweet bite for children. It is available in 20g and 200 cartons. MLMA SIP:
15 Made from pasteurized skim milk, sweetened and flavored. Available in 25ml polythene tube inflavour like vanilla pineapple, straw berry, and mango and served in chilled condition. It is safe and nutritious substitute to al other sip-ups. GHEE: Ghee is a key ingredient in most Indian delicious Milma producers’ good quality pure ghee from butter. The ghee is available in convent packs of 100g to 15kg. ICE CREAM Milma ice cream is available in range of lip smacking flavors. Vanilla chocolate mango strawberry and fruit and nut the only ice cream in KERALA market which is manufactured in dairy and hence most fresh ice cream. CATTLE FEED: Balanced cattle feed is the major input to the dairy farmers of the state from the federation. There is a high level of acceptability for this product in the market. Milma producers both mash and pellet from of cattle feed. The cattle feed is distributed to the farmers at reasonable trough different agencies. MILK POWDER: Milma have plant in Alappuzha for producing milk powder from milk. MILMA FOOD LIMITED In June 2003, milma entered into an agreement with Mother dairy Development Board (MDDB) to form a joint venture marketing firm called Milma Food Limited solely to handle
16 marketing activities for Milma and to induce professionalism in operation. According to the agreement with new company in which the NDDB had the majority stake, the responsibility of procurement and supply of milk was vested with Milma Regional Co-operating Producers Unions, regardless of the of the procurement cost . the procured stock would transferred to the Milma Food Limited for a fixed stock transfer price to marketed by the company was responsible for all promotional activities in the market . However the tie up had been under a cloud right from the beginning, with the regional unions alleging that the new company was a white elephant, eating huge amount as overhead and infrastructure expense. While there is no discernible change in the marketing scenario. All this problem s in Milma Food Limited had reached a head in January itself when the Thiruvananthapuram Regional Cooperative Producers Union locked horns with Milma Food Limited over the huge losses they were incurring in producing milk at a high price from Karnataka. The Malabar union has put its losses at . 86Lakhes. All this functions made the marketing at the milk from the milma is now really challenges, now the Milma directly market its product to the customers. QUALITY POLICY “Farmers Prosperity Through Consumers Satisfaction”.
17 MILMA is committed to provide consistently safe hygienic and health milk and milk product to achieve and enhance consumer satisfaction. We (milma) strive to excel in market leadership by achieving Quality and Economy in all our activities adopting Quality Management System.We (milma) shall envisage scientific approach ensure continual improvement in personal and in our activities that increase value and status of the organization and its associates.
1.5 STATEMENT OF PROBLEM
In Kerala MILMA is the most popular brand The sale of milcream icecream is less in thiruvanthapuram.The study is needed to find out whether this is due to low customer satisfaction or not. The study is also conducted to find out retailers strategies.
1.6 OBJECTIVES OF THE STUDY
• • To find out the satisfaction of customers regarding milcream icecream in Thiruvananthapuram. To find out retailer strategies.
1.7 SCOPE OF STUDY
The main scope of the study is to find out the Customer satisfaction of Milcream icecream in Thiruvananthapuram & also retailer strategies .The study was undertaken with a sample size of 100 for customer study & 50 for retailer study.
1.8 TIME FRAME
The period of the study entitled as “A MARKET STUDY ON MILCREAM ICECREAM” done from 16th MAY to 15th JUNE for a period of one month.
18
1.9 GEOGRAPHICAL AREA
The study was undertaken in Thiruvananthapuram , to know the customer satisfaction of the MILCREAM icecream in Thiruvananthapuram and also to know retailer strategies.
1.10 LIMITATIONS
Every study will have its own advantages and disadvantages. No study is perfect however perfect it seems. As there is always room for improvement. Even in this study even though every though every effort has been made to bring it to perfection. There are a still certain limitations which needs to be highlighted without which the study can become biased. • • • Since the brand is not much popular in Thiruvananthapuram, it was very difficult to find the customers . Since the period of the study is limited, the researcher would not go in depth with the study. Findings are based on the information’s only given by the respondents.
19
I.9 CHAPTER SCHEME:
? Chapter I Deals with the Introduction, Back Ground, Research Objectives, Questions, Research Questions, Scope of the Study, , Review of Literature. ? Chapter II Deals with the Research Methodology ? Chapter III Deals with the Analysis and Interpretation. ? Chapter IV Deals with the Summary, Findings, Suggestions and recommendations.
20
CHAPTER 2 RESEARCH METHODOLOGY
Research methodology is way to systematically solve the research problem. It may be understood as a science of studying how research is done scientifically. We study the various steps that are generally adopted by a researcher in studying his research problems along logic behind them.
2.1 RESEARCH DESIGN
A research design is purely the framework or plan for a study that guides the collection and analysis of data. The research design used for this study is of descriptive type. Descriptive research includes surveys & fact-findings of different kinds. The major purpose of descriptive research is description of the state of affairs, as it exists at present.
2.2 SAMPLE DESIGN
The sample design is a definite plan for obtaining a sample from a given population. It refers to the technique or the procedure which would adopt in items for the samples.
21 1. Define the population: The population is defined as the customers of MILCREAM icecream in Thiruvananthapuram and also the retailers of icecream in Thiruvananthapuram. 2. Specify the sampling frame: Different areas in Thiruvananthapuram where more dealers of MILCREAM icecream are existing according to company instructions. 3. Specify sampling unit: Customers of Milcream ice cream from different areas in thiruvanthapuram and also the retailers of icecreams from different areas in thiruvanthapuram. 4. Specify sampling method: Area sampling Much research involves populations that can be identified with some geographic area. When this occurs, it is possible to use area sampling, The most important form of cluster sampling. This method overcomes the problems of both high sampling costs and the unavailability of a practical sampling frame for individual elements. Area sampling methods have been applied to national populations, country populations, and even small areas where there are welldefined political or natural boundaries. Here the Thiruvananthapuram is divided into certain areas and researcher randomly chosen the respondents. 5. Determine sample size: 100 Respondents from customers of Milcream icecream in Thiruvananthapuram and 50 respondents from retailers of various brands of icecream in Thiruvananthapuram .
2.3 DATA COLLECTION METHOD
Primary Data The primary data are those, which are collected afresh and for the first time, and thus happened to be original in character. Primary data was
22 collected through Questionnaire distributed to customers. Data
collection started from 16th May to 15th June for the period of one month. There are some irregularities in the field, instead of this researcher had collected the data with patience. Results are collected through survey and observation.
2.4 DATA ANALYSIS
ANALYTICAL TOOL For obtaining conclusion researcher has applied statistical package for social sciences (S.P.S.S). PERCENTAGE ANALYSIS In this method, all the given data is converted to percentage and is represented in the form of bar diagrams. This method helps in knowing the ups and downs of data respectively. The formula for calculating percentage is : Percentage = ( No: of Respondents / Total No: of Respondents) x 100 ANOVA: The One-Way ANOVA procedure produces a one-way analysis of variance for a quantitative dependent variable by a single factor (independent) variable. Analysis of variance is used to test the hypothesis that several means are equal. This technique is an extension of the two-sample t test. In addition to determining that differences exist among the means, it can be known which means differ. There are two types of tests for comparing means: a priori contrasts and post hoc tests. Contrasts are tests set up before running the experiment and post hoc tests are run after the experiment has been conducted.
23
CHAPTER – 3
3.1 ANALYSIS AND INTERPRETATION:
3.1.1:RESPONDENTS AGE Table No:- 1
Age Frequency 9 39 21 14 17 100 Percent 9.0 39.0 21.0 14.0 17.0 100.0 Valid Percent 9.0 39.0 21.0 14.0 17.0 100.0 Cumulative Percent 9.0 48.0 69.0 83.0 100.0
Valid
BELOW-20 20-25 25-30 30-35 35-ABOVE Total
INTERPRETATION 39% of respondents are under the age category of 20-25. 21% are between the age of 25-30. 17% are between the age of 35& above.14% are between the age of 30-35. 9% is in the age group of below 20. CHART No:-1
24
Age
50
40
30
20
10
Percent
0 BELOW-20 20-25 25-30 30-35 35-ABOVE
Age
3.1.2 RESPONDENTS GENDER Table No:- 2
GENDER Frequency MALE 72 FEMALE 28 Total 100 Percent 72.0 28.0 100.0 Valid Percent 72.0 28.0 100.0 Cumulative Percent 72.0 100.0
Valid
INTERPRETATION The above table shows that 72% of the respondents are male and 28% are female. CHART NO:- 2
25
GENDER
80
60
40
Percent
20
0 MALE FEMALE
GENDER
3.1.3 RESPONDENTS QUALIFICATION Table No:- 3
QUALIFICATION Frequency UPTO SSLC 4 HSE 10 DEGREE 50 PG 28 DIPLOMA 5 OTHERS 3 Total 100 Percent 4.0 10.0 50.0 28.0 5.0 3.0 100.0 Valid Percent 4.0 10.0 50.0 28.0 5.0 3.0 100.0 Cumulative Percent 4.0 14.0 64.0 92.0 97.0 100.0
Valid
INTERPRETATION
26 The above table shows that 50% of respondents are education qualification UG,28% of them are PG, 10% of them are HSE, 5% of them are diploma and 4% are upto sslc. CHART NO:-3
QUALIFICATION
60
50
40
30
20
Percent
10
0 UPTO SSLC HSE DEGREE PG DIPLOMA OTHERS
QUALIFICATION
3.1.4 RESPONDENTS MONTHLY INCOME Table No:- 4
MONTHLY INCOME Frequency BELOW-5000 43 5000-10000 34 10000-15000 20 15000-20000 2 20000-ABOVE 1 Total 100 Percent 43.0 34.0 20.0 2.0 1.0 100.0 Valid Percent 43.0 34.0 20.0 2.0 1.0 100.0 Cumulative Percent 43.0 77.0 97.0 99.0 100.0
Valid
INTERPRETATION
27 The above table shows that 43% of respondents are lies in the income category of below 5000,34% are under the catagory of 500010000,20% are 10000-15000 and 2% are 15000-20000 CHART NO:-4
MONTHLY INCOME
50
40
30
20
Percent
10
0 BELOW-5000 5000-10000 10000-15000 15000-20000 20000-ABOVE
MONTHLY INCOME
3.1.5 DO YOU LIKE ICECREAMS Table No:-5
DO YOU LIKE ICECREAMS Frequency 100 Percent 100.0 Valid Percent 100.0 Cumulative Percent 100.0
Valid
YES
INTERPRETATION 100% of the respondents like icecream. CHART NO:-5
28
DO YOU LIKE ICECREAMS
120
100
80
60
40
Percent
20
0 YES
DO YOU LIKE ICECREAMS
3.1.6 WHAT IS THE RATE OF USAGE OF ICECREAMS Table No:-6
WHAT IS THE RATE OF USAGE OF ICECREAMS Frequency 29 24 47 100 Percent 29.0 24.0 47.0 100.0 Valid Percent 29.0 24.0 47.0 100.0 Cumulative Percent 29.0 53.0 100.0
Valid
WEEKLY MONTHLY OCCASIONALLY Total
INTERPRETATION 47% of the respondents are occasional users of icecream.29% of the respondents uses icecream weekly and 24% uses monthly. CHART NO:-6
29
WHAT IS THE RATE OF USAGE OF ICECREAMS
50
40
30
20
Percent
10
0 WEEKLY MONTHLY OCCASIONALLY
WHAT IS THE RATE OF USAGE OF ICECREAMS
3.1.7 DO YOU PREFER ANY PARTICULAR BRAND Table No:-7
DO YOU PREFER ANY PARTICULAR BRAND Frequency 50 50 100 Percent 50.0 50.0 100.0 Valid Percent 50.0 50.0 100.0 Cumulative Percent 50.0 100.0
Valid
YES NO Total
INTERPRETATION 50% of respondents have brand preference.
CHART NO:-7
30
DO YOU PREFER ANY PARTICULAR BRAND
60
50
40
30
20
Percent
10
0 YES NO
DO YOU PREFER ANY PARTICULAR BRAND
3.1.8 IF YES, WHICH BRAND DO YOU PREFER Table No:-8
WHICH BRAND DO YOU PREFER Frequency 50 7 5 5 8 23 2 100 Percent 50.0 7.0 5.0 5.0 8.0 23.0 2.0 100.0 Valid Percent 50.0 7.0 5.0 5.0 8.0 23.0 2.0 100.0 Cumulative Percent 50.0 57.0 62.0 67.0 75.0 98.0 100.0
Valid
NO RESPONSE UNCLE JOHN VARUN MILCREAM JOY AMUL SKEI Total
INTERPRETATION 23% of the respondents prefer amul icecream.8% prefer joy,7% prefer uncle john,5% prefer varun & 5% prefer milcream icecream.
CHART NO:-8
31
WHICH BRAND DO YOU PREFER
60 50
40
30
20
Percent
10 0 NO RESPONSE VARUN MILCREAM JOY AMUL SKEI UNCLE JOHN
WHICH BRAND DO YOU PREFER
3.1.9 WHICH FACTOR DO YOU CONSIDER WHILE PURCHASING ICECREAMS Table No:-9
WHICH FACTOR DO YOU CONSIDER WHILE PURCHASING ICECREAMS Frequency 7 44 31 17 1 100 Percent 7.0 44.0 31.0 17.0 1.0 100.0 Valid Percent 7.0 44.0 31.0 17.0 1.0 100.0 Cumulative Percent 7.0 51.0 82.0 99.0 100.0
Valid
QUANTITY QUALITY PRICE AVAILABILITY BRAND Total
INTERPRETATION 44% of the respondents consider quality as a factor while purchasing icecreams.31% consider price as factor,17% consider availability, 7% consider quantity and only 1% consider brand as a factor. CHART NO:-9
32
WHICH FACTOR DO YOU CONSIDER WHILE PURCHASING
50
40
30
20
Percent
10
0 QUANTITY QUALITY PRICE AVAILABILITY BRAND
WHICH FACTOR DO YOU CONSIDER WHILE PURCHASING ICECREAM S
3.1.10 ARE YOU AWARE OF MILCREAM ICECREAM Table No:-10
ARE YOU AWARE OF MILCREAM ICECREAM Frequency 100 Percent 100.0 Valid Percent 100.0 Cumulative Percent 100.0
Valid
YES
INTERPRETATION 100% of the respondents are aware of milcream icecream.
CHART NO:-10
33
ARE YOU AWARE OF MILCREAM ICECREAM
120
100
80
60
40
Percent
20
0 YES
ARE YOU AWARE OF MILCREAM ICECREAM
3.1.11 IF YES, HOW DID YOU COME TO KNOW ABOUT MILCREAM ICECREAM Table No:-1
HOW DID YOU COME TO KNOW ABOUT MILCREAM ICECREAM Frequency 43 37 20 100 Percent 43.0 37.0 20.0 100.0 Valid Percent 43.0 37.0 20.0 100.0 Cumulative Percent 43.0 80.0 100.0
Valid
ADVERTISEMENTS FRIENDS AND RELATIVES SHOPKEEPER Total
INTERPRETATION: The above table shows that 43% of the respondents came to know about milcream icecream through advertisements.37% them came to know through friends and relatives and 20% through shopkeeper.
34
CHART NO:-11
HOW DID YOU COME TO KNOW ABOUT MILCREAM ICECRE
50
40
30
20
Percent
10
0 ADVERTISEMENTS FRIENDS AND RELATIVE SHOPKEEPER
HOW DID YOU COME TO KNOW ABOUT MILCREAM ICECREAM
3.1.12 THE QUALITY OF MILCREAM ICECREAM IS GOOD Table No:-12
The quality of milcream icecream is good Frequency 33 55 12 100 Percent 33.0 55.0 12.0 100.0 Valid Percent 33.0 55.0 12.0 100.0 Cumulative Percent 33.0 88.0 100.0
Valid
STRONGLY AGREE AGREE NEUTRAL Total
INTERPRETATION The above table shows that 55% of respondents agree with the quality provided by the milcream icecream and 33% strongly agree with this statement.
35
CHART NO:-12
The quality of milcream icecream is good
60
50
40
30
20
Percent
10
0 STRONGLY AGREE AGREE NEUTRAL
The quality of milcream icecream is good
3.1.13 THE PACKING OF MILCREAM ICECREAM IS ATTRACTIVE Table No:-13
The packing of milcream icecream is attractive Frequency STRONGLY AGREE 5 AGREE 50 NEUTRAL 41 DISAGREE 4 Total 100 Percent 5.0 50.0 41.0 4.0 100.0 Valid Percent 5.0 50.0 41.0 4.0 100.0 Cumulative Percent 5.0 55.0 96.0 100.0
Valid
INTERPRETATION
36 The above table shows that 50% of respondents agree that the packing of milcream icecream is attractive,5% are strongly agree with the same statement ,but 4% disagree with the statement.
CHART NO:-13
The packing of milcream icecream is attractive
60
50
40
30
20
Percent
10
0 STRONGLY AGREE AGREE NEUTRAL DISAGREE
The packing of milcream icecream is attractive
3.1.14 THE PRICE OF MILCREAM ICECREAM IS AFFORDABLE Table No:-14
The price of milcream icecream is affordable Frequency 6 51 32 11 100 Percent 6.0 51.0 32.0 11.0 100.0 Valid Percent 6.0 51.0 32.0 11.0 100.0 Cumulative Percent 6.0 57.0 89.0 100.0
Valid
STRONGLY AGREE AGREE NEUTRAL DISAGREE Total
INTERPRETATION
37 The above table shows that 51% of respondents agree with the price of milcream icecream.6% strongly agree with this statement and 11% disagree for the same statement.
CHART NO:-14
The price of milcream icecream is affordable
60
50
40
30
20
Percent
10
0 STRONGLY AGREE AGREE NEUTRAL DISAGREE
The price of milcream icecream is affordable
3.1.15 THE TASTE OF MILCREAM ICECREAM IS GOOD Table No:-15
The taste of milcream icecream is good Frequency STRONGLY AGREE 16 AGREE 47 NEUTRAL 30 DISAGREE 7 Total 100 Percent 16.0 47.0 30.0 7.0 100.0 Valid Percent 16.0 47.0 30.0 7.0 100.0 Cumulative Percent 16.0 63.0 93.0 100.0
Valid
38 INTERPRETATION The above table shows that 47% of respondents agree with the taste of milcream icecream.16% strongly agree with this statement and 7% strongly disagree for the same statement.
CHART NO:-15
The taste of milcream icecream is good
50
40
30
20
10
Percent
0 STRONGLY AGREE AGREE NEUTRAL DISAGREE
The taste of milcream icecream is good
3.1.16 MILCREAM ICECREAM IS AVAILABLE IN ALL RETAIL SHOPS Table No:-16
39
Milcream icecream is available in all retail shops Frequency STRONGLY AGREE 3 AGREE 20 NEUTRAL 44 DISAGREE 26 STRONGLY DISAGREE 7 Total 100 Percent 3.0 20.0 44.0 26.0 7.0 100.0 Valid Percent 3.0 20.0 44.0 26.0 7.0 100.0 Cumulative Percent 3.0 23.0 67.0 93.0 100.0
Valid
INTERPRETATION The above table shows that 20% of respondents agree with the availability of milcream icecream .26% disagree with the availability and 7% strongly disagree with the availability of milcream icecream CHART NO:-16
Milcream icecream is available in all retail shops
50
40
30
20
Percent
10
0 STRONGLY AGREE AGREE NEUTRAL STRONGLY DISAGREE DISAGREE
Milcream icecream is available in all retail shops
40 3.1.17 MILCREAM ICECREAM HAS ALL MAJOR VARIETIES OF ICECREAM Table No:17
Milcream icecream has all major varieties of icecream Frequency STRONGLY AGREE 3 AGREE 23 NEUTRAL 47 DISAGREE 25 STRONGLY DISAGREE 2 Total 100 Percent 3.0 23.0 47.0 25.0 2.0 100.0 Valid Percent 3.0 23.0 47.0 25.0 2.0 100.0 Cumulative Percent 3.0 26.0 73.0 98.0 100.0
Valid
INTERPRETATION The above table shows that 23% of the respondents agree that milcream icecream provides all major varieties of icecream but 25% disagree with the same statement.
CHART NO:-17
Milcream icecream has all major varieties of icecream
50
40
30
20
Percent
10
0 STRONGLY AGREE AGREE NEUTRAL STRONGLY DISAGREE DISAGREE
Milcream icecream has all major varieties of icecream
41 3.1.18 I WILL BUY MILCREAM ICECREAM EVEN IF THERE IS AN INCREASE IN PRICE Table No:-18
I will buy milcream icecream even if there is an increase in price Frequency AGREE 11 NEUTRAL 22 DISAGREE 41 STRONGLY DISAGREE 26 Total 100 Percent 11.0 22.0 41.0 26.0 100.0 Valid Percent 11.0 22.0 41.0 26.0 100.0 Cumulative Percent 11.0 33.0 74.0 100.0
Valid
INTERPRETATION The above table shows that 11% of respondents agree that they will buy milcream icecream even if there is increase in price, but 41% disagree and 26% strongly disagree with the same statement.
CHART NO:-18
I will buy milcream icecream even if there is an increase in price
50
40
30
20
Percent
10
0 AGREE NEUTRAL DISAGREE STRONGLY DISAGREE
I will buy milcream icecream even if there is an increase in price
42
ONE WAY ANOVA TEST
1. Age category wise F value to rate the factors affecting customer satisfaction. One way ANOVA is used to test whether there exists any significance difference to rate the factors such as product quality, packaging, price, taste and availability among the respondents having different age. H0 = There is no difference to rate the factors such as product quality, packaging, price, taste and availability among the respondents having different age.
43 H1= There is a difference to rate the factors such as product quality, packaging, price, taste and availability among the respondents having different age.
P value = 0.05 H0 = null hypothesis H1 = alternative hypothesis
ANOVA Sum of Squares 3.247 37.343 40.590 2.727 39.913 42.640 7.969 50.991 58.960 2.466 81.574 84.040 1.288 64.872 66.160 3.259 64.741 68.000 4.866 83.894 88.760 df 4 95 99 4 95 99 4 95 99 4 95 99 4 95 99 4 95 99 4 95 99 .617 .859 .322 .683 .815 .681 1.216 .883 .718 .582 Mean Square .812 .393 .682 .420 1.992 .537 F 2.065 Sig. .091
The quality of milcream icecream is good
Between Groups Within Groups Total The packing of milcream Between Groups icecream is attractive Within Groups Total The price of milcream Between Groups icecream is affordable Within Groups Total Milcream icecream is available in all retail shops Between Groups Within Groups Total The taste of milcream Between Groups icecream is good Within Groups Total Milcream icecream has Between Groups all major varieties of Within Groups icecream Total I will buy milcream Between Groups icecream even if there is Within Groups an increase in price Total
1.623
.175
3.712
.007
.472
.756
1.196
.318
1.377
.248
44
INTERPRETATION The above table shows that the significance values quality, availability, taste, variety, packing and “I will buy the product even there is an increase of price” are greater than 0.05 and hence accept the null hypothesis. That is there is no difference to rate the above statements among the respondents having different age. But for the statement “The price of the milcream ice cream is affordable”, the significance value is less than 0.05 and hence rejects the null hypothesis and accepts the alternate hypothesis.
CHAPTER 4
4.1 FINDINGS
CUSTOMERS: 1. 72% of the respondents are male & 28% female. 2. 50% of the respondents are degree holders. 3. 43% of the respondents have monthly income les than 5000. 4. 39% of the respondents are under the age category of 20-25. 5. 100% of the respondents like ice cream. 6. 47% of the respondents use ice cream occasionally. 7. 50% of the respondents have brand preference. 8. 23% of the respondents prefer amul ice cream. 9. 44% of the respondents consider quality as a factor while purchasing ice creams. 10. 100% of the respondents are aware of milcream ice cream. 11. 43% of the respondents came to know about milcream ice cream through advertisements.
45 12. 55% of the respondents agree that the quality of milcream ice cream is good. 13. 50% of the respondents agree that the packing of milcream ice cream is attractive. 14. 51% of the respondents agree that the price of milcream ice cream is affordable. 15. 26% of the respondents disagree that milcream ice cream is available in all retail shops. 16. 47% of the respondents agree that the taste of milcream ice cream is good. 17. 25% of the respondents disagree that milcream ice cream has all varieties of ice cream. 18. 41% of the respondents disagree that they will buy milcream ice cream even if there is an increase in price.
4.2 CONCLUSION
From the study it has been found that the customers are satisfied with the quality,price and packaging. But the customers are not satisfied with the availability of the product in their nearby shops and also they are not satisfied with the varieties of icecream provided by the company.
4.3 RECOMMENDATIONS AND SUGGESTIONS
1. To provide offers and discounts to customers.
46 2. Celebrity advertisement helps to create a good position in the minds of customers. 3. To provide some gift coupons to customers. 4. To increase the dealership of milcream icecream. 5. To make every variety of icecream a special variety.
APPENDIX QUESTIONNAIRE
“A STUDY ON CUSTOMER SATISFACTION OF MILCREAM ICECREAM IN THIRUVANANTHAPURAM” PERSONAL INFORMATION
1. Name: 2. Age ? Below-20 3. Gender ? 20-25 ? 25-30 ? 30-35 ? 35-and above
47 ?M ?F
4. Qualification ? Up-to SSLC ? HSE ? Degree ? PG ? Diploma ? Others 5. Monthly income ? Below-5000 20000 ? 20000-And above ? 5000-10000 ? 10000-15000 ? 15000-
1. Do you like ice creams? ? Yes ? No
2. What is your rate of usage of ice creams? ? Daily ? Weakly ? Monthly ? Occasionally
3. Do you prefer any particular brand? ? Yes ? No
4. If yes; which brand do you prefer? ? Uncle John ? Varun ? Milcream ? Joy Skei ? Amul ?
48 5. Which factor do you consider the most while purchasing ice creams? ? Quantity Packaging ? Quality ?Brand ? Price ? Availability ?
6. Are you aware of milcream ice cream? ? Yes ? No
7. If yes; how did you come to know about milcream icecream? ? Advertisements ? Friends & relatives ? Shopkeeper
Rate the Following Statement According to your level of satisfaction SA-Strongly Agree, A-Agree, N-Neutral, DA-Disagree, SDAStrongly Disagree SA 8.The quality of milcream is good. 9.The packing of milcream is attractive. 10.The price of milcream is A N DA SDA
affordable. 11.Milcream ice cream is available in All retail shops.
49 12.The taste of milcream icecream is good. 13.Milcream ice cream has all major varieties of icecream. 14.I will buy milcream ice cream even if there is an increase in price. 15. Any suggestion: …………………………………………………………………………………… ……………………………………………………………………………………
THANK YOU
BIBLIOGRAPHY
Books: 1. BUSINESS RESEARCH METHODS DONALD R COOPER PAMELA SCHINLER RAJENDRA NAGUNDKAR
2. Marketing Research – Text and Cases 3. MARKETNG MANAGEMENT -A.VINOD
Websites: 1. www.findarticles.com 2. www.wikipedia.com 3. www.milma.com
50 4. www.crmtoday.com
doc_134592121.doc