CHAPTER - I

INTRODUCTION AND DESIGN OF THE STUDY

1.1 INTRODUCTION
Milk cooperative plays the major role in the growth of the dairy industry in
the country. As the milk cooperative movement take root across the world, India
transformed from milk deflect nation to largest producer of milk in the world. Tamil
Nadu ranks among top ten milk producing states of the country. The states have
vibrant milk production sectors. Aavin stands fourth position among the state
cooperatives across the country. To maintain the initial quality Bulk Milk Coolers
(BMC) are installed at village level for immediate cooling of the milk.
The competitors of Aavin are Amul, Arun, Kwality Wall’s and Hatsun. In
this, we are analyzing the strength, products and market strategies of the competitors.
By this we can improve our business strategies. This helps to study the ins and outs
of how the competitor works and can identify the potential opportunities were you
can out-perform them. It also enables to stay atop of industrial trends and sustain and
meet the industrial standards.

1
 When marketing a dairy product, the most important aspect of your strategy
is determining your competition and audience. By establishing these parameters, you
can decide what aspect of your dairy business to highlight and where will be the
most effective place to advertise to capture your target audience. Understanding the
dairy business and products thoroughly will help you discern your
advertising assets and weaknesses.
Fund raising is taking place at a frenzied pace, both from the equity markets
and via private equity funding. And new products and innovations are being
launched fast and furious. Meanwhile, the Rs 31,000 crore Amul, managed by the
Gujarat Cooperative Milk Marketing Federation (GCMMF) – is aggressively
throwing resources to protect its turf. It wants to hit Rs 65,000 crore in revenues by
2020. But Amul is facing unprecedented challenge from all sorts of players. Groupe
Lactalis SA, the world’s largest dairy products company, picked up Hyderabad-
based Tirumala Milk. A few months ago, ITC had pitched in with its Aashirvaad
brand of ghee and a promise to add a lot more products.
Private equity players have pumped in Rs 900 crore already in the past
couple of years. Meanwhile, Danone, Nestle and other existing private sector players
are adding to their product line-ups and pushing in big money into the market while
home-grown dairy cooperatives such as Mother Dairy and Nandini, among others,
are also expanding their operations rapidly. And other big global dairy companies are
all eyeing the market. Experts estimate that investments worth Rs 15,000 crore will
flow into the milk business in India in the next two years.

1.2 STATEMENT OF THE PROBLEM

In the busy world of ours, each human being is running like a machine. This
makes him to prefer every product to be is such a state which will be easily available
to him for consumption and milk is not an exception. Since the time a person gets up
from his bed till he goes to sleep, milk plays a key role. Mostly milk is consumed
either adding it to prepare complain etc. It is also used to prepare curd, sweets, etc, in
each and every house. The availability of milk in packets further helps the busy
people (producers and consumers) by reducing their time. There is no need for them
to wait for the milk man, whenever it is required for them. They can more to the

2
dealer where they can buy according to their requirement. These reasons made the
researcher to take up the research study entitled “A study on customer satisfaction and
expectations towards Aavin Diary products in Erode town”.

1.3 OBJECTIVES OF THE STUDY

PRIMARY OBJECTIVE
 To study customer satisfaction and expectations towards Aavin dairy products
in Erode town.

SECONDARY OBJECTIVE
 To identify the problems faced by employees of Aavin dairy industry in Erode
town.
 To study the customer opinion on quality of all the product in Aavin stores in
Erode town.
 To know the needs and expectation of the customers.

1.4 SCOPE OF THE STUDY

 To identify the product’s unique value proposition and what makes the
product different from competitors’, this can inform future marketing
efforts.
 Enables to identify what the competitor is doing right. This information is
critical for staying relevant ad ensuring both the product and marketing
campaigns are outperforming industry standards.
 Tells where the competitors are falling short-which helps you identify areas
of opportunities in the marketplace and test out new, unique marketing
strategies they haven’t taken advantage of.
 Learn through customer reviews what’s missing in a competitor’s product,
and consider how you might add features to the own product to meet those
needs.
 Provides with a benchmark against which the own growth can be measured.

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1.5 RESEARCH METHODOLOGY
Fundamental to the success of any formal marketing research project is a
sound research design. A good research design has the characteristics of problem
definition, specific methods of data collection and analysis, time required for
research project and estimate of expenses to be incurred. The function of a research
design is to ensure that they require data are collected accurately and economically.
A research design is purely and simply the framework or plan for an analysis of
data. It is a blue print that is followed in completing a study. It resembles the
architect`s blue-print (map) for constructing a house. It may be worthwhile to
mention here that a research design is nothing more than the framework for the study
ensures that the study will be relevant to the problem and the study will employ
economical procedures.

RESEARCH DESIGN
The type of the research used is Descriptive research in nature. This type of
research is also a grouping that includes many particular research methodologies and
procedures such us observations, surveys, self reports and tests. The descriptive
research may be more analytic. It often focuses on a particular variable or factor. The
Major purpose of descriptive research is description of the state of affairs as it exists
at present. Descriptive research aims to gather data without any manipulation of the
research context. Descriptive research may focus on individual subjects and go into
great depths and detail in describing them.

DATA COLLECTION
After identifying and defining the research problem and determining specific
information required to solve the problem, the researcher`s task is to look the type
and sources of data which may yield the desired results. Data sources are of two
types through which data is collected.
Data sources may be classified as;

 Primary data

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  Secondary data
PRIMARY DATA
Primary data collected through personnel interview and seeks answer to a set
of preconceived questions in a structural way. (Primary data are the actual
information, which are received by researcher for study from the actual field of
research). The data collected through interview and observation called primary
data because the researcher attains them from the field of research directly and for
the first time. For this research the researcher uses the following methods:-
 Personal Interview
 Questionnaire method

SECONDARY DATA
Secondary data are the information, which are attained indirectly. The
researcher does not attain them himself or directly. Secondary data are generally
attained from published and unpublished materials. They can gathered from public
documents such as diaries, letters or they can gathered from public documents such
as books, manuscripts, records and census reports. Secondary data were collected
also from the other sources like company journals, company website, company
brouchers and internet.

SAMPLING
The sampling method adopted for the study is convenience sampling.

CONVENIENCE SAMPLING
In this method, the sample units are chosen primarily on the basis of the
convenience to the investigator. The units selected may be each person who comes
across the investigator.

SAMPLE SIZE
It refers to the number of elements of the population to sample. The sample
size chosen for the survey is 150 customers.

5
SAMPLE DESIGN
Sample design is the theoretical basis and the practice means by generalizing
from characteristics of relatively few of the comprising population. It is the method
by which the sample is chosen.

TOOLS FOR ANALYSIS

 Simple Percentage analysis

SIMPLE PERCENTAGE ANALYSIS

Percentages refer to a special kind of ratio. Percentages are used in making
comparison between two or more series of data. Percentages are used to
describe relationships, it is expressed as.

No. of Respondents
Percentage analysis = ––––––––––––––––––– x 100
Total No. of Respondents

1.6 LIMITATIONS OF THE STUDY

 The information provided by majority of the respondents could also be biased
or inaccurate. No independent verification of the data was possible.
 Time is one major constraint, which limits the effective data collection.
 Non-availability of data collection from all customers of Aavin.

1.7 CHAPTER SCHEME

CHAPTER: 1 INTRODUCTION AND DESIGN OF THE STUDY
The chapter deals with Introduction of the study, Statement of the problem,
Objectives of the study, scope of the study, Research methodology, limitations of the
study and chapter scheme.

CHAPTER: 2 REVIEW OF LITERATURE

This chapter studies the review of literature.

6
CHAPTER: 3 OVERVIEW OF THE STUDY
This chapter presents profile of the study.

CHAPTER: 4 DATA ANALYSIS AND INTERPRETATION

This chapter deals with data analysis and interpretation of the study.

CHAPTER: 5 FINDINGS, SUGGESTIONS AND CONCLUSION

This chapter deals with Findings, Suggestions and Conclusion of the study.

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 CHAPTER – II

REVIEW OF LITERATURE & PRODUCT PROFILE

Dhanya and Venkatesa planaichamy (2018), studied customer behaviour of aroma

milk product conducted at Coimbatore District, the sample size of 150 respondents.

Ramya and Mohamed Ali (2018), compared the consumer buying behaviour to and
Amul products at Coimbatore city. Sample size was is 150 customers.

Neena Mary and Rathina Bai (2017), studied the packet milk preferred towards
packagedmilk in Chennai, the sample size of 150 consumers from Chennai.

Nidhyananth and Sugapriya (2015), measured the consumer behaviour towards

Aavin milk in Erode district. The researcher selected a sample size of 150 respondent
in erode only.

Kameswara Rao Poranki, Mohammed Abul Khair Abdulaziz Kalid Alotaibi

April, 2014, has analyzed the customer satisfaction through standard tools of research.
He also proposed that customer satisfaction is a term frequently used in marketing. It
was noted that the measure of how products and services supplied by a company meet
or surpass customer expectation.

Jothi Mary.C (2013) conducted a study on consumer behaviour of Aavin. The study
focused on consumer behaviour is a subset of consumer behaviours, which is
concerned with decisions that lead up to the act of purchase. It could be the influence
of the variable price brand image, quality of the product, regularity of service. The
study attempts to bring out the factors leading to the purchase behaviour and
perception of consumers in buying Aavin milk. The consumers are satisfied with
quality of Aavin brand compared to other brands

Mary Sowerby, (2011): Competitor analysis identifies the strengths and weaknesses
of competing products or services before starting work on prototypes. A 10 minute
tour of each of 4 to 10 of the most popular competing products showing how typical
tasks are achieved is presented to a half day meeting of stakeholders.

8
Suparna Dutta & Rohit Gunjan(2010): A Comparative analysis Milk and milk
products with respect to its competitors With special reference to SUDHA DAIRY
PRODUCTS . It is about Understanding what consumer’s wants a supplying it’s
more efficiently and more conveniently. The consumer market may be identified as
the market for product and Service that are purchased by individuals as household
for their personal consumptions. Milk is typical consumer products purchased by
Individuals for many purposes primarily making tea and sweets. The market of milk
is also facing a competition and many companies are floating in the market with their
products with different brand names.

Vaishal Patliputra Dugdh (2009-2011): The market survey was conducted on

“Comparative analysis of Sudha Milk and milk products with respect to its
competitors". The survey covers a wide range of activities and factors, which
determine the response of customer about his /her dairy products specially, milk. The
samples of 100 respondents were taken to represent the response of customer. The
validity of the findings of this survey is limited to the period during which the field
survey was conducted i.e. eight weeks.

Y,Y.J., and La,S.N.(2004). What influences the relationship between customer

satisfaction and repurchase intention? Investigating the effect of adjusted expectations
and customer loyalty. Psychology and marketing, 21(5), 351-373.

PRODUCT PROFILE

Registered in 2017, Aavin Milk Dairy has made a name for itself in the list of

9
top suppliers in India. The supplier company is located in Erode, Tamil Nadu and is
one of the leading sellers of few products. Aavin Milk Dairy is listed in Trade India’s
list of verified sellers offering supreme quality.
The Erode District Cooperative Milk Producers’ Union Limited is a replica of
the District Milk Unions in Gujarat State based on the famed “AMUL” system.
The Erode Milk Union is, therefore, sandwiched in the middle of the 3-tier
system popularly known as the “ANAND” or “AMUL” pattern consisting of an apex
State level Federation at Chennai, the Unions at the district level and the primary
cooperative societies at the village level.
The entire project has been funded by the National Dairy Development
Board, and through the Government of Tamil Nadu and the Tamil Nadu Co-
operative milk producers’ Federation. The project has been funded under the
nationwide Operation Flood Program with an aim to bring about a socio economic
awakening in rural India.
Indian dairy Industry diversified into functions such as production of milk
and its procurement processing and marketing on a large scale.
The Erode District Co-operative Milk Producers’ Union Limited
(EDCMPUL) is a milk producer’s oriented organization at Erode. It was established
in 07.02.1975and started functioning in 01.01.1976. It is situated near Sri Vasavi
College in Erode. Total area of dairy is 65 acres and training center occupies 10 acres
in this and it was functioning from 01.07.1976.
The Erode union is collecting milk of 2,33,000 liters (approximately) per day
from745 milk producers co-operative societies through 47 milk routes. Out of the
total collection of milk, 63,000 liters were send to Chennai, 9000 liters of milk were
send to Kerala, 41,000 liters of , milk were used for conversion of by-products. This
organization has been running with 517 permanent employees.
The EDCMPUL has two functioning areas. One is the “Feeder Balance Dairy
(FBD)” which was formally inaugurated in 10th Nov 1981. The FBD is located in the
main campus. The other one is “Cattle feed plant” located at Erode. The union owns a
milk powder plant of capacity 40 million tons per day. EDCMPUL manufactures 12
million tons of ghee per day.
The category of task in various field are established through different units.

10
They are as follows.
 Milk processing unit.
 Milk chilling unit.
 Cattle feed plant.
 Veterinary services.

Milk Processing Unit:

Processing includes pasteurization, standardization and conversion of milk
into products.
Milk is pasteurized by HTST (High Temp. Short Time) method i.e., the milk
is heated to 75̊c.

Milk Chilling Centre:

To avoid deterioration during long transportation of milk from collection
center to processing unit, milk is chilled to low temperature of around 5̊c in order to
prevent bacterial activity and to maintain the quality of it 24 hours.

Cattle Feed Plant:

This plant is situated at Erode. The Members in the society have cows and
buffaloes. They have to feed the cattle, so this society supplies cattle feeds to the
members in concession rate. This plant produces the feeds up to 100 tons per day.

Various By-Products of EDCMPUL:

1. Butter
2. Curd
3. Ghee
4. Milk powder
5. Buttermilk
6. Khoa
a) Sweetened Khoa
b) Dated Khoa
7. Flavored milk

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 a) Strawberry
b) Cardamom
c) Pineapple

Channels Used by Aavin:

i. One channel is co-operative institutions.
ii. Erode milk consumer co-operative society.
iii. Bhavani consumer co-operative society.
iv. Komarapalayam consumers co-operative society
v. Gobi Co-operative stores
vi. Perundurai sanatorium society.
The other channel is private agencies which are 12 in numbers
Located in various places of the district.

Achievements:
 The union had got ISO 9001:2000 certifications for the quality of its dairy
products.
 The average daily milk procurement during 2003-04 was 3, 50,000 litres
(approximately). These quantities are the highest in the annual history of the
union.
 The union has obtained ISI approval for its skim milk powder that perhaps is
an important testimony to the quality consciousness of this organization.
 Butter and Skim milk powder was sold to M/s. Britannia Industries, New
Delhi and also to Calcutta’s mother dairy.
 The Erode union’s ghee bears the Agmark label and is widely acclaimed all
over the country for its purity.
 An export license has been obtained for the export of skim Milk powder and
ghee to explore the international market.
 The Erode union had supplied ghee to Tirupati Devasthanam for the
production of laddu and other prasadams.

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FUNTIONAL DEPARTMENTS
The company has various departments functioning in relations with each other.
 Production department
 Dairy Development Department
 Marketing department
 Stores department
 Human resources department
 Finance department
 Quality control department

PRODUCTION DEPARTMENT:
1. Milk
2. Butter
3. Flavoured milk
4. Ghee
5. Milk powder
6. Butter milk
7. Badam powder

COLLECTION OF MILK
Raw milk
The milk is collected from many villages. The milkers give their milk through dairy
form situated on their village. Therefore both societies and milk givers can earn money with
some profits. The collection of milk which is directly gets from the milk giver is known as the
“Raw Milk”. The milk can be collected at morning and evening.
Dairy
Processing facility: the milk received at the chilling centers are brought to the
dairy and along with the milk received at the dairy, milk is processed for keeping the
quality. Types of milk such as standardized milk, high fat, high protein milk, are
being prepared to the requirements of the consumers; the surplus fat is converted into
ghee. The whole milk surplus is dispatched to metro dairies and feeder balancing

13
dairies viz Madurai, erode, and Trivandrum. The high fat and high fat and high
protein milk are packed in 250ml and 500ml sachets. In the dairy milk ghee, ice-
cream flavoured milk, rose milk, butter milk etc are being manufacturing and
marketed. The processing capacity of main dairy, Kovilpatti CC, Valliyre CC,
Sakarankoil CC, and Sathankulam CC are 1,00,00; 10,000; 20,000; 50,000; 10,000
LPD respectively.

Milk processing
The processing of milk is of two types. The process of pasteurization is
carried out. The process pasteurization involves streaming at about 78ºC and chilling
at 4ºC to kill harmful bacteria. Then the bacteria-free milk is stored in a silo (Large
Milk Storage Tank) at 6ºC. This milk is then packed in ¼, ½, 1-liter packets and then
stored about 7ºC to 8ºC. Finally, these packet milk are distributed to various market
places for sale

Homogenization
Homogenization is a process that reduces the size of fat globules by forcing
pressurized hot milk trough small whole causing turbulence, the break up the
larger fat globules so that they remain suspended rather than separating in a cream
layer at the top. It may be total or partial. Partial homogenization is a more
economical solution because a smaller homogenizer can be used. It must always be
sufficiently efficient to prevent reaming.

Pasteurization
It is a process by which the disease-causing bacteria in the milk are destroyed
without losing its nutritive values. The milk is boiled at 600ºC for thirty minutes and
cooled quickly. Every milk was pasteurized for avoiding mistakes. In milk, the
coloration distinction between pasteurization. Before pasteurization, milk is
homogenized to separate the solids (fat) from the liquid, which ends within the
pasteurized milk having a whiter look as compared to raw milk Pasteurization
destroys 1% of pathogenic bacteria, yeast and mould and 95% to 99% of oter
bacteria.

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Types of milk:
Full cream Milk
Full cream milk, also called whole milk is usually given to children,
teenagers, and body builders. This milk is called so because it contains all the milk
fat without adding or removing anything. It is collected from the dairy herd and it
undergoes various processing techniques like pasteurization to kill potentially
harmful bacteria before it reaches the general public. One glass would generally
contain 3.5% milk fat, which provides about 150calories. Full cream milk is also
creamier and full of flavour. This further can be divided into two parts:

Whole standardized milk:

In this milk, the fat is contained to a minimum of 3.5%.

Whole homogenized milk:

Fat globules are broken down and made to spread throughout the milk to
prevent the formation of the creamy layer at the top.

Single toned milk:

Adding skimmed milk powder and water to whole milk makes single toned
milk. It has about 3% fat and minimizes body’s absorption of cholesterol from the
milk. It contains almost the same nutrition as whole milk except the fat-soluble
vitamins. One glass of toned milk provides around 120calories.

Double toned milk:

This milk is obtained by adding skimmed milk powder to whole milk and as
about 1.5% fat content. Double toned milk is ideal for those trying to maintain
weight as it keeps the calorie intake under control and also helps in weight loss. It
has least fat comparing other milk.
Skimmed milk:
Skimmed milk has 0.3% to 0.1% fat content. Though skimmed milk contains
all the nutrients found in whole milk like the vitamins and minerals, it gives you just

15
half the calories of full cream milk (around 80calories per glass of milk). It contains
slightly more calcium than whole milk and even lower levels of fat-soluble vitamins,
particularly vitamin A, as this is lost when the fat is removed.

Color indication and composition of Milk packets:

Aavin Blue milk packet
 Homogenized pasteurized STANDARIZED MILK with 4.5% fat and
8.5% SNF content
 Homogenized pasteurized full cream milk wit Min. 6.0% fat and 9.0%
SNF content
 Pasteurized toned milk with 3.0% fat and 8.5% SNF
Aavin Green milk packet
 Homogenized pasteurized STANDARIZED MILK with 3.5% fat and
8.5% SNF content
Aavin Brown milk packet
 Pasteurized Double toned milk Homogenized milk wit 1.5% fat and
9.0% SNF content
Aavin Orange milk packet
 Homogenized pasteurized full cream milk with 6.0% fat and 8.5%
SNF content

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 CHAPTER – III
DATA ANALYSIS AND INTERPRETATION

TABLE 3.1
GENDER WISE CLASSIFICATION OF THE RESPONDENTS

PARTICULARS NO OF RESPONDENTS PERCENTAGE

MALE 85 56.67

FEMALE 65 43.33

TOTAL 150 100.00

INFERENCE
From the above table, it is inferred that 56% of the respondents are male and
43% of the respondents are female. Thus, Majority of the respondents are male.

17
 CHART 3.1
GENDER WISE CLASSIFICAION OF THE RESPONDENTS

GENDER WISE CLASSIFICATION OF THE

RESPONDENTS

60
50
40
30
20
10
0
MALE FEMALE

18
 TABLE 3..2
QUALITY OF THE AAVIN PRODUCTS

PARTICULARS NO OF RESPONDENTS PERCENTAGE

EXCELLENT 42 28

GOOD 69 46

ORDINARY 36 24

POOR 3 2

TOTAL 150 100

INFERENCE
From the above table it is inferred that 28% of the respondents are excellent,
46% of the respondent are good, 24% of the respondent are ordinary, 2% of the
respondent are poor. Thus, Majority of the response are good.

19
 CHART 3.2
QUALITY OF THE AAVIN PODUCT

QUALITY OF THE PRODUCT

POOR

ORDINARY EXCELLENT

GOOD

20
 TABLE 3.3
CUSTOMER SERVICE

PARTICULAR NO OF RESPONDENTS PERCENTAGE

EXCELLENT 49 32.67

GOOD 70 46.67

ORDINARY 23 15.33

POOR 8 5.33

TOTAL 150 100

INFERENCE
From the above table it is inferred that 32.67% of the respondents are
excellent, 46.67% of the respondent are good, 15.33% of the respondent are ordinary,
5.33% of the respondent are poor. Thus, Majority of the response are good.

21
 CHART 3.3
CUSTOMER SERVICE

CUSTOMER SERVICE
50
40
30
20
10
0
EXCELLENT
GOOD
ORDINARY
POOR

22
 TABLE 3.4
PRICE OF THE AAVIN PRODUCT

PARTICULAR NO OF RESPONDENTS PERCENTAGE

EXCELLENT 33 22

GOOD 78 52

ORDINARY 33 22

POOR 6 4

TOTAL 150 100

INFERENCE
From the above table it is inferred that 22% of the respondents are excellent,
52% of the respondent are good, 22% of the respondent are ordinary, 4% of the
respondent are poor. Thus, Majority of the response are good.

23
 CHART 3.4
PRCE OF THE AAVIN PRODUCT

PRICE OF THE AAVIN PRODUCT

60

50

40

30

20

10

0
EXCELLENT GOOD ORDINARY POOR

24
 TABLE 3.5
FAMILY INCOME

PARTICULAR NO OF RESPONDENTS PERCENTAGE

<10000 31 20.67

10000 TO 25000 61 40.67

25000 TO 50000 47 31.33

>50000 11 7.33

TOTAL 150 100

INFERENCE
From the above table it is inferred that 20.67% of the respondents are < 10000,
40.67% of the respondent are 10000 to 25000, 31.33% of the respondent are 25000 to
50000, 7.33% of the respondent are > 50000. Thus, Majority of the respondent
income is 10000 to 25000.

25
 CHART 3.5
FAMILY INCOME

FAMILY INCOME

7%

21%

<10000
10000 TO 25000
31% 25000 TO 50000
>50000

41%

26
 TABLE 3.6
OVERALL SATIFICATION LEVEL

PARTICULAR NO OF RESPONDENTS PERCENTAGE

EXCELLENT 37 24.67

GOOD 79 52.67

ORDINARY 31 20.66

POOR 3 2

TOTAL 150 100

INFERENCE
From the above table it is inferred that 24.67% of the respondents are
excellent, 52.67% of the respondent are good, 20.66% of the respondent are ordinary,
2% of the respondent are poor. Thus, Majority of the response are good.

27
 CHART 3.6
OVERALL SATISFACTION LEVEL

OVERALL SATISFACTION LEVEL

100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
EXCELLENT GOOD ORDINARY POOR

28
 TABLE 3.7
FULLFILMENT OF EXPECTATION

PARTICULAR NO OF RESPONDENTS PERCENTAGE

EXCELLENT 29 19.33

GOOD 65 43.34

ORDINARY 50 33.33

POOR 6 4

TOTAL 150 100

INFERENCE
From the above table it is inferred that 19.33% of the respondents are
excellent, 43.34% of the respondent are good, 33.33% of the respondent are ordinary,
4% of the respondent are poor. Thus, Majority of the response are good.

29
 CHART 3.7
FULLFILMENT OF EXPECTATION

FULLFILMENT OF EXPECTATION

100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
EXCELLENT GOOD ORDINARY POOR

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 TABLE 3.8
SATISFIED WITH THE TASTE OF AAVIN PRODUCTS

PARTICULAR NO OF RESPONDENTS PERCENTAGE

STRONGLY AGREE 50 33.33

AGREE 72 48

DISAGREE 22 14.67

STRONGLY 6 4

TOTAL 150 100

INFERENCE
From the above table it is inferred that 33.33% of the respondents are strongly
agree, 48% of the respondent are agree, 14.67% of the respondent are disagree, 4% of
the respondent are strongly. Thus, Majority of the respondent agree with the taste.

31
 CHART 3.8
SATISFIED WITH THE TASTE OF AAVIN PRODUCTS

SATISFIED WITH THE TASTE OF AAVIN

PRODUCTS
STRONGLY
DISAGREE

STRONGLY AGREE

AGREE

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 TABLE 3.9
WORKING ENVIRONMENT FOR EMPLOYEE IN AAVIN INDUSTRY

PERTICULAR NO OF RESPONDENTS PERCENTAGE

EXCELLENT 38 25.33

GOOD 70 46.67

ORDINARY 36 24

POOR 6 4

TOTAL 150 100

INFERENCE
From the above table it is inferred that 25.33% of the respondents are
excellent, 46.67% of the respondent are good, 24% of the respondent are ordinary, 4%
of the respondent are poor. Thus, Majority of the response are good.

33
 CHART 3.9
WORKING ENVIRONMENT FOR EMPLOYEE IN AAVIN INDUSTRY

WORKING ENVIRONMENT FOR EMPLOYEE IN

AAVIN INDUSTRY

100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
EXCELLENT GOOD ORDINARY POOR

34
 TABLE 3.10
REASON FOR CHOOSING THE DAIRY PRODUCT

PARTICULARS NO OF RESPONDETS PERCENTAGE

QUALITY 73 48.67

PRICE 36 24

AVAILABILITY 37 24.67

QUANTITY 4 2.66

TOTAL 150 100

INFERENCE
From the above table it is inferred that 48.67% of the respondents are quality,
24% of the respondent are price, 24.67% of the respondent are availability, 2.66% of
the respondent are quantity. Thus, Majority of the response are quality.

35
 CHART 3.10
REASON FOR CHOOSING THE DAIRY PRODUCT

REASON FOR CHOOSING THE DIARY PRODUCT

100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
QUALITY PRICE AVAILABILITY QUANTITY

36
 CHAPTER - IV
FINDINGS AND SUGGESTIONS

4.1 FINDINGS
 Majority of the respondents are Male.
 Majority of the respondents’ family income is between 10,000 to 25,000.
 Majority of the respondents are rated the quality of Aavin product as good.
 Majority of the respondents are rated the customer service provided by Aavin
employees as good.
 Majority of the respondents are rated the price of the Aavin product as good.
 Majority of the respondents overall satisfaction level is good.
 Majority of the respondents’ expectation fulfilment is rated as good.
 Majority of the respondents are rated the taste of Aavin product is good.
 Majority of the respondents are rated the working environment for the
employees in Aavin industry as good.
 Majority of the respondents’ reason for choosing the particular diary product
is quality.

4.2 SUGGESTIONS
 To increase the availability of Aavin milk product to the customers in all
areas.
 Pricing strategy can be modified to include more free amenities to offer a
better sales to the customers
 Improve the promotional activities in digital sectors.
 To get better service when improve the analysis of competitors approach &
service
 Need to concentrate more on service to the customers.
 Increase more products & branches of Aavin especially in high sales area.

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 CHAPTER - IV
CONCLUSION
The overall study of the organization has helped in knowing the corporate
world, how each department in an organization functions. It has also helped in
knowing the duties and responsibilities of various department heads and how the
process takes place in each department. The study has also helped in knowing why the
quality of Aavin is so good and what are the reasons for the brand to stay on top of its
competitor’s list.
The product brand image, quality of the product, packaging, high expiry
period makes the product well known in the urban market. The company has a great
priority over the competitors due the quality and high expiry date period.
To make the company more competitive in the market, the company has to
strengthen their promotional activities. The company has to bring awareness among
the rural customers as the rural market is a major part of the product’s market. The
company has to make it more popular and prominent among the customers through
the campaigns.

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 BIBLIOGRAPHY

REFERENCE
 Indian Journal of Agriculture Economics.
 Sukumar De, Outlines of Dairy Technology, 23rd ed.,
NewDelhi: Oxford UniversityPress, 2006.
 Dairy India2007, 6th ed., New Delhi: Dairy India YearBook, 2007.
 Act against Adulteration of Milk HC tells Government”.
 M.Suchilia. 2002.Milk market-not so white Industrial Economist
 Engineers India Research Institute,
 “Milk Processing and Dairy Products Industries”, New
 Delhi: Engineers India Research Institute, 2007

WEBSITES
 www.aavinmilk.com
 https://www.academia.edu
 https://d1wqtxts1xzle7.cloudfront.net/33955465/FAYUSH_PROJECT.pdf
 www.indiandairy.com
 www.wikipedia.com

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 A STUDY ON CUSTOMER SATISFACTION AND EXPECTATIONS
TOWARDS AAVIN DIARY PRODUCTS IN ERODE TOWN
QUESTIONARIE

1. Name:
2. Age:
a) Below 20 b) 20-40
c) 40-60 d) Above 60
3. Gender:
a) Male b) Female
c) Transgender
4. Marital Status:
a) Married b) Unmarried
5. Family Income:
a) <10,000 b) 10,000 TO 25,000
c) 25,000 TO 50,000 d) >50,000
6. Which dairy product do you prefer?
a) Aavin b) Amul
c) Hatsun d) Aroma
7. Reason for choosing the above dairy product?
a) Quality b) Price
c) Availability d) Quantity
8. How do you like to get the dairy product?
a) Door delivery b) Distribution center
c) Retail stores d) Aavin depot
9. Which Aavin product do you use?
a) Milk b) Ghee
c) Butter d) Curd
10. Quality of the Aavin products is
a) Excellent b) Good
c) Ordinary d) Poor

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11. Price of the Aavin product is
a) Excellent b) Good
c) Ordinary d) Poor
12. Packing quality of Aavin product is
a) Excellent b) Good
c) Ordinary d) Poor
13. Aavin takes additional responsibilities for their pure & quality of products to
their customers?
a) Strongly agree b) Agree
c) Disagree d) Strongly disagree
14. Nature of Aavin product is
a) Excellent b) Good
c) Ordinary d) Poor
15. Aavin product suits your budget to which extent?
a) Excellent b) Good
c) Ordinary d) Poor
16. Always Aavin takes their position in the market place in service & quality.
a) Strongly agree b) Agree
c) Disagree d) Strongly disagree
17. Customer service provided by the employees is
a) Excellent b) Good
c) Ordinary d) Poor
18. Working environment for employee in Aavin industry is
a) Excellent b) Good
c) Ordinary d) Poor
19. What does a consumer expect?
a) Fair price b) Good service
c) Good product d) Feel valued
20. Taste of Aavin products gives value for customer’s money?
a) Strongly agree b) Agree
c) Disagree d) Strongly disagree

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21. To which extent Aavin products fulfill all your expectations?
a) Excellent b) Good
c) Ordinary d) Poor
22. Overall satisfaction level on quality & service of Aavin
a) Excellent b) Good
c) Ordinary d) Poor
23. Few suggestions about what you expect from Aavin?
…………………………………………………………………………..

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