INTRODUCTION

INTRODUCTION OF THE TOPIC

The prestigious Salem dairy complex is situated in about in 46 acres of land bound by
sithanur and dhalavaipatty villages. It is located just 6 km away from Salem railway junction on
the way to govt.medical college and Salem steel plant.

        The Salem district co-op. Milk producers' union ltd. has been registered on 10.07.1978 and
started functioning from 07-10-1978. To begin with, the union started procuring 33,100 lpd of
milk from 227 affiliated primary milk coop societies. Then gradually expanded its activities and
now reached a daily average procurement of more than 4.0 lakh liters per day from 1049
functional dcs.

It is a feeder balancing dairy i.e. converting surplus milk solids into products like butter, ghee
and skim milk powder. The commercial production of products viz. Butter, ghee and skim milk
powder started on 16-08-1983. All the union activities are fully computerized.

DEFINING CUSTOMER SATISFACTION

The degree of satisfaction provided by the goods or services of a company as measured by the

number of repeat customers.

Customer satisfaction is the state of mind that customers have about a company when their
expectations have been met or exceeded over the lifetime of the product or service. The
achievement of customer satisfaction leads to company loyalty and product repurchase. There
are some important implications of this definition:

  Because customer satisfaction is a subjective, nonquantitative state, measurement won't be

exact and will require sampling and statistical analysis.

  Customer satisfaction measurement must be undertaken with an understanding of the gap

between customer expectations and attribute performance perceptions.

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   There should be some connection between customer satisfaction measurement and bottom-
line results.

  "Satisfaction" itself can refer to a number of different facts of the relationship with a customer.
For example, it can refer to any or all of the following:

  Satisfaction with the quality of a particular product or service

  Satisfaction with an ongoing business relationship

  Satisfaction with the price-performance ratio of a product or service

  Satisfaction because a product/service met or exceeded the customer's expectations

MEANING OF CUSTOMER SATISFACTION

Defined as “Customer satisfaction, a business term, is a measure of how products and services

supplied by a company meet or surpass customer expectation.” But that seems off when you look
at the separate definitions of the two words that comprise the term.

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 AREA PROFILE

SALEM DISTRICT PROFILE

S. No Particulars Value
1) Population
Male 1563633
Female 1452713
Total Population 3016346
Rural 1626162
Urban 1390184
2) Population density / Sq. km 573 (Per sq. km.)
3) Literates

Male (%) 51.80%

Female (%) 48.20%

4) Details on SC/ST
population
Male 297084
Female 282575

Total (%) 57.50%

5) Details on SC/ST
population
Male 297084

Female 282575

Total Population 579659

Male

Female

Total

6) Labour profile
a) Total workers 1454645

b) Male workers 942939

c) Female workers 511706

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d) Rural workers 883025

e) Urban workers 571620

f) Cultivators 301238

g) Agricultural Labourers 387901

h) Household industry 134261

i) Other workers 631245

j) Marginal workers 174799

k) Non-workers 1561701

k) Average labour wages Skilled job Unskilled job

for farm operations
(Rs./manday of seven to
nine hours)

Peak seasons
Male 450 350
Female 180 150
Lean seasons
Male 350 250
Female 150 100
Average labour wages Skilled job Unskilled job
for farm operations
(Rs./manday of five to
six hours

Peak seasons
Male 300 250
Female 150 120

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 Leanseasons
Male 200 200
Female 100 100

7) Major languages spoken in Tamil, Telugu and

the district Kannada
8) Details on Birth-Death Rate
(per 1000 population)
Birth Rate 180-207.90
Death Rate 71.83 335.60
Infant Mortality Rate
Expectation of life in years
Male 55-60
Female 50-55

INDUSTRY PROFILE

OVERVIEW OF THE INDIAN DAIRY SECTOR

PRODUCTION AND PRODUCTIVITY:

Largest milk producer in the world, 100 million MT. value of output Rs.1179 billion (2004-
05) (Almost equal combined output of paddy and wheat!!).1/5th of the world bovine
population .milk animals(45% indigenous cattle, 55% buffaloes, and 10% cross bred cows).very
low productivity, around 1000 kg/year (world average 2038 kg/year). Large no. of unproductive

5
animals, low genetic potential poor nutrition and lack of services key factors for low
productivity. Different regions – developed, Average, below average (castern states of Orissa,
bihar and NE region).

TREMENDOUS GROWTH THROUGH OPERATION FLOOD:

Stagnant milk production during 1950s and 60s Major changes in the dairy policy (operation
flood). Linking-up rural producer with the urban consumer. Large public investment in milk
processing sector through cooperative. Growth rate of agriculture is stagnant, below 2%,
livestock sector growth rate is more than 4.5% IMPACT ON RURAL NUTRITION,
EMPLOYENT, INCOME WOMEN EMPOWERMENT.

DAIRY AND LIVELITHOODS (PRO-POOR IMPACT):

Small and marginal farmers own 33% of land, and about 60% of female cattle and boffaloes
(pro-poor impact).75% of HH have 2-4 animals on average. Dairying is a part of the farming
system. Feed is mostly residual from crops-cow during used as manure. Source of regular
income, crop income is seasonal –risk minimization (suicides). Comprises about 1/3rd of the rural
incomes. Livestock is a security- asset to be sold in times of crisis.

KEY TO INCLUSIVE GROWTH LIVESTOCK SERVICES:

Agriculture is a state policy in India. Center can’t enforce policies driven by the ideologies
and interest of the state govt. department of livestock is with the ministry of agriculture.
Department of livestock has a network of veterinatians proving livestock veterinary services.
Partial cost recovery now initiated in several states. Efforts to enhance coverage through paravets
& CBAHW. Feed distribution at subsidized rate through co-operatives

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FUTURE POTENTIAL:
dairy demand is income elastic. Increase in income and increase in population-high growth
rate for dairy. High potential for enhancing farmer incomes from dairy Enterprice. In this
situation it is important to assess the critical weaknesses in the dairy value chain. Identify
approaches to enable farmers to capitalize on these opportunities.

COMPANY PROFILE

The prestigious salem dairy complex is situated in about in 46 acres of land bound by sithanur
and dhalavaipatty village, it is located just 6km away from salem railway junction on the way to
govt. medical college and salem steel plant. The salem district co-op. milk producer’s union Ltd.,
has been registered on 10.07.1978 and started functioning from 07-10-1978, to begin with the
union started procuring 33,100 LPD of milk from 227 affaliated primary milk coop societies.
Then gradually expanded its activities and now reached a dairy average procurement of more
then 4.0 lakh liters per day from 1049 functional DCS.

Its is a feeder balancing dairy i.e converting surplus milk solids into products like butter, ghee
and skim milk powder, the commercial production of products viz. butter, ghee and skim milk
powder started on 16-08-1983, all the union activities are fully computerized.

This union is specially featured with

 Trining centre
 Progency testing scheme
 Clean milk production at farmer level
 Aseptic packaging station
 Milk powder plant

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  ISO 9001:2000 certification
 Export
 Quality policy

Salem aavin committed “to supply milk product to meet needs and satisfaction of customers by
adopting best standards in a hygienic and safe environment with continual improvement of
quality with motivation, commitement and training of employees”.

ANIMAL BREEDING

In salem milk union, 591 AI centres are functioning in cluster manner covering all the DCS
for AI activities , Frozen semen is purchased from Nucleus Jersey stud Farm, TCMPF Ltd., Ooty
and BFSS, TCMPF Ltd, Erode for cattle and buffalo respectively at the rate of Rs10/- per does.
AI facility has been extended at the doorstep of the farmers and there by the conception rate is
improved. We have implemented the artificial insemination monitoring system active since 2001
and AI activities computerized Based on the report generation, the AI performance is monitored
to improve the breeding efficiency.

Progeny Testing Scheme in cattle and buffaloes is carried out in 70 DCS to select the proven
bulls through dairy herd improvement programme action TCMPF Ltd., Chennai calf rally is
conducted and the prizes are given to the selected best calves to motivate the farmers to rear their
calves with utmost care.

ANIMAL HEALTH

As a part of animal health management 16 nos of regular veterinary units and (fortnight route)
and emergency units (round the clock) are functioning to cater to the needs of the health
coverage to all the milk animals of DCS members, infertility camps at the society level and the
breeding problems in the animals are treated, as a preventive measure the animals are vaccinated
against FMD to product the animals and milk loss.

8
FEED AND FODDER

We are purchasing 200 metric tones (average) of cattle feed per month from cattle fed plant
erode and supplied to the DCS to meet out the green fodder requirement to milch animals our
milk union is supply the fodding by way of cultivating the co3 fodder/slips for distribution to the
farmer throughout the year. Apart from union land, farmer land also being used for fodder
cultivate and propagation and totally 2700 acres of and has been brought under fodder cultivation
. farmer are educate on ration balancing programme to improve the feed conversion ratio in the
animal. For dry fodder management, urea treatment of paddy straw is carried out to preserve the
same during surplus season.

TRAINING CENTRE

Salem union training centre is improved various training programmes to the staff and milk
producers of salem, erode, Coimbatore and ooty union.

 Artificial insemination & first Aid Trg

 Secretary / milk tester Trg
 Feeds and fodder Trg
 Bulk milk cooler Trg and all refresher courses to the DCS staff
For milk producer, dairy Animal Management and orientation programmes are being
conducted.

Apart from these, we also cater to the needs of others agencies training on various activity
releted to animal husbentary and dairying on prior intimation. The training centre is feature with
eminent faculties modern class rooms, teaching aids, boarding and lodging facility. For
information officer in charge, Trining centre may be contected objective

IMPLEMENTATION

The target group members are identified from the eligible self help group interested in dairy
forming rural areas. The members are affliated to from a women dairy co-operative socity enable
them to be earning members through dairying.

ASEPTIC PACKAGING STATION

9
 An asptic packaging unit, consisting of a sophisticated tetrepack packing plant imported from
Sweden and stormac UHT plant are installed in the union. This is the fist of its kind in tamil
nadu. This unit is packing 200ml flavoured milk, 500ml tetra fino and 1000ml standardized milk.
This milk has a shalf life of 120 days.

Ultra high temperature treated milk was introduced in india during 1985. It has a self life of 120
days at room temperature without refrigeration. For ultra high temperature treatment, milk of low
bacteriological count is taken and is subjected to high temperature of 140 degraa c gradually
(exposed for 2 seconds) and cooled back to ambient temperature and packed in strile aluminium
foil polythene paper in the shape of brick.

The main advantage of ultra high temperature treated milk are:

1.no refrogiration is required until opened.

2.very hygienic and no adulteration can be done.

3.single way transportation, easy for storage, pilfer-proof and ready to consume product

4.reasonable price.

MARKETING

The marketing network is managed with 9 milk marketing offices, 491 agents for milk and 11 for
products and through the federation throughout the country and abroad.

MAJOR BRANDS

Dairy Cooperatives account for the major share of processed liquid milk marketed in the
India. Milk is processed and marketed by 170 Milk Producers’ Cooperative Unions, which
federate into 15 State Cooperative Milk Marketing Federations. Over the years, several brands
have been created by cooperatives like Amul (GCMMF), Vijaya (AP), Verka (Punjab), Saras
(Rajasthan). Nandini (Karnataka),Milma (Kerala) and Gokul (Kolhapur).

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 Uttar Pradesh, Punjab, Haryana, Rajasthan, Gujarat, Maharashtra, Andhra Pradesh, Karnataka
and Tamil Nadu are the milk surplus states in India. The manufacturing of milk products is
obviously high in these milk surplus States. Exports of dairy products have been growing at the
rate of 25% per annum in the terms of quantity terms and 28% in terms of value since 2001.
Significant investment opportunities exist for the manufacturing of value-added milk products
like milk powder, packaged milk, butter, ghee, cheese and ready-to-drink milk products.

CURRENT SCENARIO

The forest area, which was a major source of grazing, is no longer available to livestock
breeders especially landless people. As a consequence, the available feed resources fall short of
the nutritional requirement. The shortfall is estimated as 59.9 million tons for the green fodder
and 19.9 million tones for dry fodder. This shortfall is likely to increase by 2015 to 63.5 million
tones of green fodder and 23.56 million tones of dry fodder.

The landless people are, therefore, likely to face severe shortage of resources to raise cattle
and other species of livestock. There is a real danger that in the absence of resources to maintain
their stock, these under-privilege rural people may give up livestock farming. This could be a
serious setback to lakhs of rural families who derive income as well as employment opportunities
from livestock sector.

India prepares to tackle the international market following Japan, where milk consumption
today, has more than trebled to 70 kg per capita from a mere 20 kg in the 'sixties - the
consumption of dairy products in other Asian 'tiger' nations is also growing. As a consequence -
creating excellent export opportunities for India, as these nations are deficient in milk by at least
3 million tones per year. India, with some 27 per cent of Asia's population, accounts for more
than half of the milk output with enough growth potential to explore foreign markets. In
anticipation of the export opportunities and in view of the post GATT scenario, India is gearing
up to tackle the demands of the international market.

Indian companies are preparing themselves to meet international standards and other non-tariff
barriers. Planners are taking measures to meet the sanitary and phyto-sanitary specifications -
prescribed by Office International des Epizooties (OIE) under the auspices of the World Trade

11
Organization (WTO) -, which range from the quality assurance of processed dairy products to
the health status of livestock.

OBJECTIVES:

 To purchase pool process, manufacturing, distribute and sell, milk and milk by products
to the members of the affiliated societies and other private organization without affecting
the interests of the affiliated societies and their members.
 To provide vender artificial insemination services, medicines and undertake cattle
insurance.
 To buy animals on behalf of the affiliated societies and their members.
 To purchase of cattle feed at whole sale rate distribution to members.
 To establish dairy forms and plants with equipments for pasteurization.

FUNCTIONS

 To purchase milk in both in the every day morning and evening.

 Properly paying amount for milk producers at before 10 days.
 Service provide on transport activities should making
 Regulating for finance, marketing, packaging, and plant activities.
 To watching sub small booths and plant activities.

EXPORT OF MILK AND MILK PRODUCTS

As the tcmp ltd, is frequently receiving enquiries for export of milk products, it is contemplated
to export details for the 5 years from 2007-2008 to 2011-2012 are as below

Sno Product 2007-08 2008-09 209-10 2010-11 2011-12

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 1 lakh litrer per
1 UHT milk 1.50 LLPA 2.00 LLPA 2.50 LLPA 3.00 LLPA
annum

2 Ghee 3.0 MT 4.0 MT 5.0 MT 6.0 MT 7.0 MT

3 SMP 10 MT 20 MT 30 MT 40 MT 50 MT

LOCATION

The dairy complex is situated in about 46 acres of land bounded by sithanur and
dhalavaipatty villages in steel plant road.

PROCUREMENT

In total 1100 milk producer’s co-operative societies are affiliated and 932 societies are
functioning. The milk is collected through 55 milk routes daily ranging from 2.5 lacks liters of
milk per day depending on the season.

The procurement and input operation are managed through8 milk procurement team offices at
salem,sankari,namakkal,p.velur,attur, Rasipuram , Mettur, and valapady. The milk is delivered at
the dock of the three chilling centers at Namakkal,p.velur, and the main dairy at Salem for
chilling.

INPUT

Artificial insemination service, input veterinary service and emergency veterinary service
and being provided to the animals of the producers in societies by the veterinarians of this union.
Further, artificial inseminations with exotic, cross bred and murrah bull semen are being
undertaken through the 564 artificial insemination sub-centers of the primary societies / union
and doing on an average of 26,000 artificial insemination per month. Nutritious cattle feed is
being supplied to the members at par rate.

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TRAINING CENTRE

The union had setup a training center in the year 1985 under operation flood. The training
center is imparting training to the DCS personnal of our union and also form periyar, Coimbatore
and nilgiris unions.

The training centre conducts the programmers such as:

 Secretary training
 Milk tester training
 A.H.Worker
 Management committee members
 Dairy animal management training
 A.I.Refresher training
 Cluster A.I. Training

STEP (Support training employment programme):

It is proposed to organized and assist 25 women dairy co-operatives both in Salem and
namakkal districts during the period from 2002 to 2005, involving 1750 women members
through self help groups. The proposed 25 dairy co-operative will have 70 members in each
society and they will be identified, trained in all aspects of dairying and monitored continuously
for their economic enlistment.

DAIRY

The dairy has installed capacity to process 3 lakh liters of milk per day, to produce 10 MT
of skim milk powder 9 MT of butter and 6 MT of ghee. The quantity of milk available after local
sales and dispatch to Chennai is converted into products viz., butter, ghee and skim milk powder.
Ghee and skim milk powder are being solid in the markets all over India through the Tamil nadir
co-op.

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 Milk producer’s federation Ltd., Chennai with “Agmark” and “ISI” grades respectively. Our
products bear the famous brand name of “AAVIN”. I.S.O. 9002 Certificate also obtained for
production and supply of milk, skim milk powder, butter, ghee and UHT milk in tetra pack.

PACKAGING STATION

Ultra high temperature treated milk has a shelf life of 120 days at room temperature without
refrigeration. For ultra high temperature treatment, milk of low bacteriological count is taken and
is subjected to high temperature of 140 degree C gradually (Exposed for 2 seconds”) and cooled
back to ambient temperature and packed in sterile aluminum foil polythene paper in the shape of
brick.

The main advantages of ultra high temperature treated milk are:

No refrigeration is required.

Very hygienic and no adulteration can be done.

Single way transportation, easy for storage, pilfer-proof and convenience to consume.Reasonable
price.

QUALITY CONTROL

The role of the lab is to assist in stage-wise testing and reporting the quality status of milk
processed and standardized so that milk of the correct standards are prepared and marketed.
Similarly cream, butter, butter-milk, ghee and skim milk powder are tested at regular intervals
both during production and storage to check that there is no quality deterioration.

Water, cleaning chemicals acking materials, etc., are also tested regularly to ensure their
conformity to pre-set standards. The bacteriologists check incoming and processed in milk and
also milk products in addition to water & environmental air to ensure that they are they also
check the sterility of plant and equipment to ensure their hygienic status. The dairy has an
effluent treatment plant. The effluent is tested periodically to ensure that it satisfies the standards
prescribed by the Tamil nadu pollution control board.

CANTEEN

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The company provides canteen facilities for all employees satisfying their physiological needs at
subsidized rate.

SAFETY

The company through safety committee provides safety measures to workers in the company.
There is first-aid and provide firing equipments.

PRODUCT PROFILE

Pasteurized Toned Milk FAT 3.0%  SNF 8.5%  

       
Standardized milk  FAT 4.5%  SNF 8.5%       
      
Full cream milk FAT 6 %    SNF  9.0%

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Double toned  Milk FAT 1.5 %  SNF 9.0 %

Ghee varieties GHEE (TIN) 15KG

GHEE (JAR) 5LTR
  GHEE (TIN) 1LTR
GHEE (JAR) 1LTR
GHEE (CARTON) 1LTR
GHEE (TIN) 500ML
GHEE (JAR) 500ML
GHEE (CARTON) 500ML
GHEE (JAR) 200ML
GHEE (SACHET) 25ML
GHEE (JAR) 5KG
GHEE (JAR) 1KG
GHEE (JAR) 500GM
GHEE (JAR) 200GM
Skimmed Milk Powder  Carton - 500gms
 Poly Bag - 1 kg
 Bulk Bag - 25 kg

 
Cheese  200gms/400gms

 
Flavoured Milk  Tetra Pak & bottles
200ml
 -strawberry
-cardamom
-chocolate
-Pineapple
-Pista   

UHT Milk  1000 ml (Tetra Brik

Aseptic Package)

17
  500 ml (Tetra Fino
Aseptic Package)

Ice-creams  Cups
Vanilla, Strawberry, 50gms/100gms/500gm
Chocolate, Pineapple, s
Blackcurrant, Pista, Badam,   / 1lit  / 1 gallon
Chaco Risin, Mango, Butter  Sticks 
Scotch, Tutti Frutti,   Cones 
 
 
Milk Sweets  Cartons - 250 gms/
Gulab Jamun, Mysurpa, Dates 500gms/1kg
Khoa
 
Butter   Salted -  200gms /
500gms / 20kg
 Plain - 200gms /
500gms / 20kg

Masala Butter Milk & Lussi         Sachet - 200ml

Yoghurt         100 ml

Mango Drink – Maavin  200 ml (Tetra Brik
Aseptic Package)

 
Milk Khoa  Packets - 25
gms/50gms/100gms -
/250gms/500gms
 Bulk - Un sugared

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 Panneer 200gms

CURD     200 ml sachet & 

     200 GMS CUP(Probiotic)

REVIEW OF LITERATURE

Customer satisfaction is becoming an inceasingly salient topic in many firms and in academic
reseach(soderlund, 1998) Anderson et al.(1994) affirmed that satiafaction is a post consumed
experience wich compares perceived quality with expected quality. Correspondinly, Oliver
(1996) defines satisfaction as an emotion post –consumption respone thet mey occur as the result
of comparing expected and actual performance (disconfirmance), or it can be outcome that
occurs without comparing expectation

On the otherhand, some previous researchers have explained customer satisfaction in terms of
expectation. They define if expectations are exceeded by performance; satisfaction is generated
(Churchill & surprenant, 1982; bearden & tell, 1983; labarbera & Mazursky, 1983). Those are
knowledge of staff, communications, expertise of staff , willingness to lend and branch design
consequently, berry, zeithaml, and parasuraman (1985) argued that customer satisfaction can be
defined as the attribute of search , experience, and credence. Yi (1990) believes customer
satisfaction should mean evaluation, symbolizing a type of consuming experience Avkiran
(1994)recognized customer satisfaction by customer conduct, credibility, communication, access
to teller service.

19
Simulataneously, according to Anderson and fornell(1994), customer satisfaction is the term
which may lower the chance of customers being driven away due to the poor quality of product
or service. Fornell(1992) noted that the more satisfied customers are the one that are greater in
their retention while, Anderson and Sullivan(1993) added that satisfied customer would intend to
repeat purchase which would enhance organization profitability in association with this jones and
sasser(1995) acknowledged that completely satisfied customers are those who are much more
loyal than merely satisfied customer

Spreng Mackenzie, and olshavshy(1996), alternatively, defined satisfaction as the emotional

reaction to a product or service experience. Oliver(1997) defined satisfaction as the customer’s
fulfillment response. It is a judgment that a product or service feature, or the product or service
itself, provides a pleasurable level of consumption-related fulfillment

The most common interpretation reflect the notion that satisfaction is a feeling which result
from a process of evaluation what was received against that expected, the purchase decision
itself and the fulfillment to needs or want (Armstrong & Kotler, 1996: Berkowitz, kerin, Hartly,
& Rudelius, 1999). Kotler (1999) also noted that satisfaction is a function of perceived
performance in relation to his or her expectation

Wong (2000) believes that a customer’s total satisfaction is an emotional perception. Evaluation
is basedon the customer’s reaction from using the service. Customer satisfaction then is a total
satisfaction that leaves a good perception. The perception of this wholeness is very similar to the
meaning of customer value package brought up by fredericks and salter (1995). The customer
value package includes, Grunholdt, and Kristersen (2000)also discovered that expected, product,
quality, and corporate image are three facilitating factors in ensuring customer satisfaction.

STATEMENT OF THE PROBLEM

 Lack of advertisement

 The competency for the company have increased due to emergence of new company

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  High price

 Company going on loss for the last 3 years.

OBJECTIVES OF THE STUDY

1. To know the awareness level of various services provided by Aavin milk 

2. To know the customers satisfaction level regarding the Aavin milk.

3To know the customers satisfaction level regarding the Aavin milk.

RESEARCH METHODOLOGY

Research methodology is a way to scientific and systematic search for information on a specific
topic and solves the research problem

Primary Data

The Primary Data was collected with the help of well-structured questionnaire. The
questionnaire was carefully prepared and checked to remove possible errors to obtain
information in a standard form. Format of the questionnaire is given in the appendix.

Secondary Data

The information regarding the performance appraisal system has been drawn from the company
manuals records, reports and from reference books.

CHI SQUARE TEST

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The chi-square test is employed in any study is to test the independence of two attributes. In
other words this test is employed to test the significance of one factor over the other.

In this study the chi-square test is employed various factors at 5% level of significance & the
results are presented with suitable hypothesis & relevant interpretation

NEED FOR THE STUDY

A study of this nature will make management of an organization to derive the

following benefits. A study of customer satisfaction gives the management an indication of
general level of satisfaction among customers. This study tells how the customers feel about their
product.The attitudes of customers can be improved through this study. And this study
determines the customer’s satisfaction towards their product

SCOPE FOR THE STUDY

The success of an organization depends upon satisfaction of the customer about aavin
products this study was conducted to know the satisfaction level of customers.it helps in identify
the problems of the customer satisfaction about the product and reason for those problems. It is
used to rectify some problems by giving suggestions and recommendations it also refers to
general attitude of customer towards aavin product.

LIMATATIONS OF THE STUDY

1. The time period of research was restricted to 30 days.

2. The research finding was applied only in Salem city.

3. The different views and opinions provided by the respondents were subjected to
Personal bias.

4. The respondents may not be true in filling up the questionnaires.

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2.THE AWARENESS LEVEL OF VARIOUS SERVICES PROVIDED BY
AAVIN MILK

TABLE-1

2.1TABLE SHOWING THECUSTOMERS BASED ON AGE

S.NO AGE NO OF RESPONDENTS RERCENTAGE

1 15-20 32 32

2 20-25 59 59

3 25-30 4 4

4 Above30 5 5

Total 100 100

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INFERENCE:

From the above table that 59% of the respondents belongs to 20-25 age, and 32% of the
respondents belongsto15-20 age, and 5% of the respondents belongs to above30 age, and 4% of
the respondents belongs to 25-30 age.

2.1TABLE SHOWING THE CUSTOMERS BASED ON AGE

24
 100

90

80

70

60
NO OF RESPONDENTS
50 RERCENTAGE
40

30

20

10

TABLE-2

2.2TABLE SHOWINGCUSTOMERS BASED ON GENDER

SNO GENDER NO OF RESPONDENTS PERCENTAGE

25
 1 Male 53 53

2 Female 47 47

Total 100 100

INFERENCE:

From the above table 53% of the respondents are male candidates and 47% of
the respondents are female candidates

2.2TABLE SHOWING CUSTOMERS BASED ON GENDER

26
 100

90

80

70

60
NO OF RESPONDENTS
50 PERCENTAGE

40

30

20

10

TABLE-3

2.3TABLE SHOWINGCUSTOMERS PRESENT OCCUPATION

SNO OCCUPATION NO OF RESPONDENTS PERCENTAGE

27
 1 Business man 16 16

2 Employee 44 44

3 Students 39 39

4 House wife 1 1

Total 100 100

INFERENCE:

From the above table 44% of the respondents are in the employed, and 39% of the
respondents are in the students, and 16% of the respondents in the business man, and 1% of the
respondents in the house wife.

2.3TABLE SHOWING CUSTOMERS PRESENT OCCUPATION

28
100

90

80

70

60
NO OF RESPONDENTS
50 PERCENTAGE
40

30

20

10

TABLE-4

2.4TABLE SHOWINGCUSTOMERS MARITAL STATUS

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 SNO MARITAL STATUS NO OF RESPONDENTS PERCENTAGE

1 Married 22 22

2 Unmarried 78 78

Total 100 100

INFERENCE:

From the above table 78% of the respondents are in unmarried candidates, and 22%
of the respondents in married candidates.

2.4TABLE SHOWING CUSTOMERS MARITAL STATUS

30
 100

90

80

70

60
NO OF RESPONDENTS
50 PERCENTAGE

40

30

20

10

TABLE-5

2.5TABLE SHOWINGCUSTOMERS EDUCATION QUALIFICATION

SNO EDUCATION NO OF RESPONDENTS PERCENTAGE

31
 QUALIFICATION
1 School 23 23

2 Diploma 15 15

3 Undergraduate 32 32

4 Postgraduate 14 14

5 Others 16 16

Total 100 100

INFERENCE:

From the above table 32% of the respondents in undergraduate, 23% of the
respondents in school members, and 16% of the respondents in other members, 15% of the
respondents in diploma members, 14% of the respondents in postgraduate

2.5TABLE SHOWING CUSTOMERS EDUCATION QUALIFICATION

32
100

90

80

70

60
NO OF RESPONDENTS
50 PERCENTAGE
40

30

20

10

TABLE-6

2.6TABLE SHOWINGCUSTOMERSMONTHLY INCOME LEVEL

33
 SNO ANNUAL INCOME NO OF RESPONDENTS PERCENTAGE

1 Blow 5000 41 41

2 6000-10000 42 42

3 11000-20000 16 16

4 Above 20000 1 1

Total 100 100

INFERENCE:

From the above table 42% of the respondents annual income is 5000-10000, 41%
of the respondents income is blow 5000, 16% of the respondents income is 10000-20000, 1% of
the respondents income is above 20000

2.6TABLE SHOWING CUSTOMERS MONTHLY INCOME LEVEL

34
100

90

80

70

60
NO OF RESPONDENTS
50 PERCENTAGE
40

30

20

10

TABLE-7

2.7TABLE SHOWINGCUSTOMERS FAMILY SIZE

35
 S.NO FAMILY SIZE NO OF RESPONDENTS PERCENTAGE

1 2 4 4

2 3 34 34

3 4 40 40

4 Above 4 22 22

TOTAL 100 100

INFERENCE:

From the above table 40% of the respondents family size is 4, 34% of the
respondents family size is 3. 22% of the respondents family size is above4, 4% of the
respondents family size is 2.

2.7TABLE SHOWING CUSTOMERS FAMILY SIZE

36
 100

90

80

70

60
NO OF RESPONDENTS
50 PERCENTAGE
40

30

20

10

TABLE-8

2.8TABLE SHOWINGCUSTOMERPREFERNCE ON MILK BRANDS

37
 SNO BRAND NAME NO OF RESPONDENTS PERCENTAGE

1 Aavin 100 100

2 Arokya 0 0

3 Akshaya 0 0

4 Others 0 0

Total 100 100

INFERENCE:

From the above table 100% of the respondents milk brands is Aavin, 0% of the
respondents milk brand is Arokya, and another 0% of the respondents milk brand is others

2.8TABLE SHOWING CUSTOMER PREFERNCE ON MILK BRANDS

38
100

90

80

70

60
NO OF RESPONDENTS
50 PERCENTAGE
40

30

20

10

TABLE-9

2.9TABLE SHOWING CUSTOMER SOURCE OF PURCHASE

39
 SNO SOURCE OF PURCHASE NO OF RESPONDENTS PERCENTAGE

1 Departmental Store 41 41

2 Provisional Store 16 16

3 Milk Booth 10 10

4 Cycle vendor 14 14

5 Delivery Boy 19 19

Total 100 100

INFERENCE:

From the above table 41% of the respondents purchase of milk in departmental
store, and 19% of the respondents purchasing in delivery boy, and 16% of the respondents
purchasing in provisional store and 14% of the respondents purchasing in cycle vendor and10%
of the respondents purchasing in milk booth

2.9TABLE SHOWING CUSTOMER SOURCE OF PURCHASE

40
100

90

80

70

60
NO OF RESPONDENTS
50 PERCENTAGE
40

30

20

10

TABLE-10

41
2.10TABLE SHOWING CUSTOMER QUANTITY OF MILK CONSUMED PER
DAY

SNO QUANTITY OF MILK NO OF RESPONDENTS PERCENTAGE

1 500ML 44 44

2 1 ltr 48 48

3 2 ltr 7 7

4 Above 2 ltr 1 1

Total 100 100

INFERENCE:

From the above table 48% of the respondents quantity of milk is 1 ltr, and
44% of the respondents quantity of milk is 500ML, and 7% of the respondents quantity of milk is
2 ltr, and 1% of the respondents quantity of milk is above 2 ltr

42
2.10TABLE SHOWING CUSTOMER QUANTITY OF MILK CONSUMED PER
DAY

100

90

80

70

60
NO OF RESPONDENTS
50 PERCENTAGE
40

30

20

10

43
 TABLE-11

2.11TABLE SHOWING AVAILABILITY OF MILK

SNO AVAILABILITY TIME NO OF RESPONDENTS PERCENTAGE

1 Morning Only 48 48

2 Evening Only 7 7

3 Throughout the day 45 45

Total 100 100

INFERENCE:

From the above table 48% of the respondents availability of milk morning only, and
45% of the respondents availability of milk throughout the day, and 7% of the respondents
availability of milk evening only

44
 2.11TABLE SHOWING AVAILABILITY OF MILK

100

90

80

70

60
NO OF RESPONDENTS
50 PERCENTAGE

40

30

20

10

45
 TABLE-12

2.12TABLE SHOWING CUSTOMER SOURCE TO KNOW ABOUT AAVIN

MILK

SNO SOURCE OF KNOWING NO OF RESPONDENTS PERCENTAGE

1 Hoarding 1 1

2 Wall posters 26 26

3 Friends and relatives 73 73

Total 100 100

INFERENCE:

From the above table 73% of the respondent source of knowing friends and
relatives, and 26% of the respondents source of wall posters, 1% of respondents source of
hoarding

46
2.12TABLE SHOWING CUSTOMER SOURCE TO KNOW ABOUT AAVIN
MILK

100

90

80

70

60
NO OF RESPONDENTS
50 PERCENTAGE

40

30

20

10

47
 3.THE CUSTOMERS SATISFACTION LEVEL REGARDING THE AAVIN
MILK

TABLE-13

3.1TABLE SHOWING THE QUALITY FACTOR OF AAVIN INFLUNENCE IN BUYING

SNO QUALITY FACTOR NO OF RESPONDENTS PERCENTAGE

1 Quality 67 67

2 Price 3 3

3 Avoilability 28 28

4 Adverdisement 2 2

Total 100 100

INFERENCE:

From the above table 67% of the respondents reason for buy the milk quality, and
28% of the respondents buying for availability, and 3% of the respondents buying for price, and
2%of the respondents buying for adverdisement

48
3.1TABLE SHOWING THE QUALITY FACTOR OF AAVIN INFLUNENCE IN BUYING

100

90

80

70

60
NO OF RESPONDENTS
50 PERCENTAGE
40

30

20

10

49
 TABLE-14

3.2TABLE SHOWING CUSTOMER PERCEPTION REGARDING PRICE OF PRODUCT

SNO PRICE OF PRODUCT NO OF RESPONDENTS PERCENTAGE

1 High 45 45

2 Very high 38 38

3 Moderate 15 15

4 Low 2 2

Total 100 100

INFERENCE:

From the above table 45% of respondents are high, and 38% of the respondents
are very high, and 15% of the respondents are moderate, and 2% of the respondents are low.

3.2TABLE SHOWING CUSTOMER PERCEPTION REGARDING PRICE OF PRODUCT

50
100

90

80

70

60
NO OF RESPONDENTS
50 PERCENTAGE
40

30

20

10

TABLE-15

51
 3.3TABLE SHOWING CUSTOMER PREFERENCE ON MILK PRODUCTS

SNO PRODUCTS NO OF RESPONDENTS PERCENTAGE

1 Butter 14 14

2 Ghee 35 35

3 Curd 16 16

4 Milk Power 35 35

Total 100 100

INFERENCE:

From the above table 35% of the respondents are buying ghee, and 35% of the
respondents are buying milk powder, and 16% of the respondents are curd, and 14% of the
respondents are buying butter

3.3TABLE SHOWING CUSTOMER PREFERENCE ON MILK PRODUCTS

52
100

90

80

70

60
NO OF RESPONDENTS
50 PERCENTAGE
40

30

20

10

53
 4.SUGGEST THE MEASURES TO IMPROVE THE SYSTEM OF
MARKETING IN THE PRESENT SITUATION

TABLE-16

4.1TABLE SHOWING THE GRADE PACKING OF AAVIN MILK

SNO GRADE NO OF RESPONDENTS PERCENTAGE

1 Satisfied 86 86

2 High satisfied 9 9

3 Dissatisfied 5 5

Total 100 100

INFERENCE:

From the above table 86% of the respondents grade are satisfied, and 9% of the
respondents grade are high satisfied and 5% of the respondents grade are dissatisfied

54
 4.1TABLE SHOWING THE GRADE PACKING OF AAVIN MILK

100

90

80

70

60
NO OF RESPONDENTS
50 PERCENTAGE

40

30

20

10

TABLE-17
55
 4.2TABLE SHOWING THE COMPETITORS FOR AAVIN MILK

SNO BRAND NO OF RESPONDENTS PERCENTAGE

1 Arokya 58 58

2 Akshaya 8 8

3 Komatha 9 9

4 Others 25 25

Total 100 100

INFERENCE:

From the above table 58% of the respondents are Arokya, and 25% of the
respondents are others, and 9% of the respondents are komatha and 8% of the respondents are
Akshaya

56
 4.2TABLE SHOWING THE COMPETITORS FOR AAVIN MILK

100

90

80

70

60
NO OF RESPONDENTS
50 PERCENTAGE
40

30

20

10

TABLE-18

57
 4.3TABLE SHOWING CUSTOMER SATISFIED TOWARDS QUALITY OF AAVIN MILK

SNO QUALITY NO OF RESPONDENTS PERCENTAGE

1 High-satisfied 8 8

2 Satisfied 87 87

3 Dissatisfied 2 2

4 Poor 2 2

Total 100 100

INFERENCE:

From the above table 87% of the respondents are satisfied, and 8% of the
respondents are high-satisfied, and 2% of the respondents are dissatisfied and 2% of the
respondents are poor

58
4.3TABLE SHOWING CUSTOMER SATISFIED TOWARDS QUALITY OF AAVIN MILK

100

90

80

70

60
NO OF RESPONDENTS
50 PERCENTAGE
40

30

20

10

TABLE-19

59
 4.4TABLE SHOWING CUSTOMERS NOT BUYING AAVIN MILK

SNO REASON FOR NOT NO OF RESPONDENTS PERCENTAGE

BUYING
1 Non-avoilability 21 21

2 Unawareness 44 44

3 Poor quality 2 2

4 High price 33 33

Total 100 100

INFERENCE:

From the above table 44% of the respondents reason are unawreness, and 33% of
the respondents reason are non-avoilabilty, and 21% of the respondents reason are high price
and 2% of the respondents are poor quality

4.4TABLE SHOWING CUSTOMERS NOT BUYING AAVIN MILK

60
100

90

80

70

60
NO OF RESPONDENTS
50 PERCENTAGE
40

30

20

10

TABLE-20

61
4.5TABLE SHOWING CUSTOMER THINK TOWARDS THE DISTRIBUTION SYSTEM OF
AAVIN MILK

SNO DISTRIBUTION OF MILK NO OF RESPONDENTS PERCENTAGE

1 Exellent 3 3

2 Good 48 48

3 Satisfied 44 44

4 Bad 5 5

Total 100 100

INFERENCE:

From the above table 48% of the respondents are good, and 44% of the respondents
are satisfied and 5% of the respondents are bad and 3% of tha respondents are excellent

62
4.5TABLE SHOWING CUSTOMER THINK TOWARDS THE DISTRIBUTION SYSTEM OF
AAVIN MILK

100

90

80

70

60
NO OF RESPONDENTS
50 PERCENTAGE
40

30

20

10

TABLE-21

63
 4.6TABLE SHOWING CUSTOMER EXPECT CHANGES FROM THIS PRODUCT

SNO CHANGES NO OF RESPONDENTS PERCENTAGE

1 Quality 38 38

2 Price 49 49

3 Availability 10 10

4 Variety 3 3

Total 100 100

INFERENCE:

From the above table 49% of the respondents are price and 38% of the respondents
are quality and 10% of the respondents are availability and 3% of the respondents are variety

64
4.6TABLE SHOWING CUSTOMER EXPECT CHANGES FROM THIS PRODUCT

100

90

80

70

60
NO OF RESPONDENTS
50 PERCENTAGE
40

30

20

10

CHI SQUARE TEST

65
 THE CHI-SQUARE METHOD SALARY AND PRICE OF PRODUCT WISE
SATISFACTION OF THE RESPONDENTS.

Observed Frequency

H○: There is no significance difference between the salary and price of product.

Expected Frequency

H1 : There is a significance difference between the salary and price of product.

Salary/price high Very high moderate Low Total

of product

Below5000 18 16 5 2 41

6000-10000 18 14 10 - 42

11000-20000 9 7 - - 16

Above20000 - 1 - - 1

Grand total 45 38 15 2 100

RT × CT

66
 EF = ----------------

GT

Salary/price high Very high moderate low Total

of product
Below5000 18.45 15.58 6.15 0.82 41

6000-10000 18.9 15.96 6.3 0.84 42

11000-20000 7.2 6.08 2.4 0.32 16

Above20000 0.45 0.38 0.15 0.02 1

Grand total 45 38 15 2 100

X² = ∑ (O-E) ²/E

67
O E (O-E) ² (O-E) ²/E

18 18.45 0.202 0.010

16 15.58 0.176 0.011

5 6.15 1.322 0.214

2 0.82 1.392 1.697

18 18.9 0.81 0.042

14 15.96 3.841 0.240

10 6.3 13.69 2.173

0 0.84 0.705 0.839

9 7.2 3.24 0.45

7 6.08 0.846 1.139

0 2.4 5.76 2.4

0 0.32 0.102 0.318

68
 0 0.45 0.202 0.448

1 0.38 0.384 1.010

0 0.15 0.022 0.146

0 0.02 0.0004 0.02

∑ 11.157
(O-E) ²/E =

X² = 11.157

Table value

doff = (4-1) x (4-1) = 9

0.05 for 9 doff = 16.919

Inference

Since the Table value is greater than the X² value. So the null hypothesis is not rejected

FINDINGS

 Maximum (59%) of the respondents are in 20-25 age

69
 Maximum (53%) of the respondents are male candidates
 Maximum (44%) of the respondents are in the employed
 Maximum (78%) of the respondents are in unmarried candidates
 Maximum (32%) of the respondents in undergraduate
 Maximum (42%) of the respondents annual income is 5000-10000
 Maximum (40%) of the respondents family size is 4
 Maximum (100%) of the respondents milk brands is Aavin
 Maximum (41%) of the respondents purchase of milk in departmental store
 Maximum (48%) of the respondents quantity of milk is 1 ltr
 Maximum (48%) of the respondents availability of milk morning only
 Maximum (73%) of the respondent source of knowing friends and relatives
 Maximum (67%) of the respondents reason for buy the milk quality
 Maximum (45%) of respondents are high
 Maximum (35%) of the respondents are buying ghee
 Maximum (86%) of the respondents grade are satisfied
 Maximum (58%) of the respondents are Arokya
 Maximum (87%) of the respondents are satisfied
 Maximum (44%) of the respondents reason are unawareness
 Maximum (48%) of the respondents are good
 Maximum (49%) of the respondents are price

SUGGESTION

 Price is an important factors contributing to customer satisfaction of aavin products.

70
 The company can take steps to provide offer and other benefits which contribute more to
customer satisfaction.

 The company can give advertisement in mass media like television.

 More stalls can be set up to meet demand.

 Availability can be made round the clock to meet the consumer requirement.

CONCLUTION

71
Customer satisfaction is the individual perception of the performance of the products or service
in relation to his or her expectation. The concept of customer satisfaction is a function of
customer expectations. From this survey I hope the organization will be benefits and with the
help of the suggestion given the organization can improve its condition and the overall
satisfaction level in the organization might increase. The company already has many factors
which are meet the customer satisfaction like taste,quality etc.. these have relevance to the
society and the management , when a worker is fully satisfied, the mental pressure become less
and he will be contributing to the organization and the nation. It also leads to a pleasant
relationship with the family members, so company follows this suggestion to improve
satisfaction level of the customer.

BIBILIOGRAPHY

72
 Kothari cr, research and methodology methods & techniques new age international (p)
Ltd, 2004
 Keller L kevin, kotlerphilp, ‘marketing management’ thirteen editon prentice hall of india
private limited
 HananE.mack, peter karp, ‘customer satisfaction: how to maximize measure and market
your company’s product’,Amacom books
 Sui-huayu “An empirical investigation on the economoic consequences of customer
satisfaction”, National chungcheng university, Taiwan
 Timothy L.K Tiffany, ‘does customer satisfaction leads to profitability’ managing sequal,
emerland publishing limited
 http://www.marketingprofs.com
 http://www.poaries.com
 https://www.symphonytech.com
 http://www.rcg.in

QUESTIONARE

73
1.NAME:

2.ADDRESS:

3.AGE: a) 15-20 b) 20-25 c) 25-30 d) Above30

4.SEX: a) Male b) Female

5.Occupation

a) Business man b) Employee c) Students d) House wife

6.Marital status

a) Married b) Unmarried

7.Education qualification

a) School b) Diploma c) Undergraduate

d) Postgraduate e) Others….

8.Monthly income

74
 a) Blow 5000 b) 6000-10000

c) 11000-20000 d) Above 20000

9.What is the size of customer’s family?

a) 2 b)3 c)4 d) above 4

10.Which brand of milk customer’s are using?

a) Aavin b) Arokya c) Akshaya d) Others

11. Where does the customer buy AAVIN milk?

a) Departmental Store b) Provisional Storec) Milk Booth
 
d) Cycle vendor  e) Delivery Boy

12.What is the quantity of milk consumed per day?

a) 500ml b) 1 ltr

c) 2 ltr d) above 2 ltr

13. Customer purchasing of milk

a) Morning only b) Evening only c) Throughout the day

75
14.By what source customer comes to know about aavin milk?

a) Hoarding b) Wall posters c) Friends and relatives

15.Why do customer prefer AAVIN milk?

a) Quality b) Price c) Availability d) Advertisement

16.What is customer perception regarding price of product?

a) High b) Very high c) Moderate d) Low

17.What milk product customers are buy?

a) Butter b) Ghee c) Curd d) Milk powder

18.How do customer’s grade the packing of AAVIN milk?

a) satisfied b) High satisfied c) Dissatisfied

19.Whom do customer think as a competitors for AAVIN milk?

a) Arokya b) Akshaya c) Komatha d) Others

20.Are customer’s satisfied with the quality of AAVIN milk?

a) Highly-satisfied b) Satisfied c) Dissatisfied d) Poor

76
21.What is reasons for a customer not buying AAVIN milk?

a) Non-avoilability b) Unawareness c) Poor quality d) High price

22.What do customers think about the distribution system of AAVIN product?

a) Exellent b) Good c) Satisfactory d) Bad

23. What are the changes customer expect from this brand?

a) Quality b) Price c) Availibility d) Variety 

24.Does the cutomers think Aavin milk and milk products are easily available?

a)Yes b)No

25.As a customer, what is your suggestion to improve aavin milk

a)

b)

c)

77