A STUDY ON THE CUSTOMER SATISFACTION OF MILMA

A MINOR PROJECT REPORT

Bachelor of Business Administration

Submitted by

ATUL M.P

REG NO: A31106422015

Under the guidance of

Mrs ANUMOL M.V

Amity Global Business School

Kochi
 ACKNOWLEDGEMENT

I would like to express my profound gratitude for providing me with the opportunity and

mindset necessary for the successful completion of this minor project. Undertaking this

project has been an enriching experience that has helped me gain a better understanding of

the pragmatic aspects of management practices in the real world.

I am extremely grateful to Dr. Anumol M.V, the faculty in charge, for guiding me from the

inception to the successful completion of the project. Her motivation and suggestion of the

topic were invaluable in helping me complete the project. I sincerely acknowledge her

valuable guidance, critical review of the project, and assistance in finding relevant literature.

I would also like to express my thanks to anyone who has directly or indirectly aided me in

preparing this project report. However, I assume full responsibility for any errors or

omissions in the report, and I would be grateful if the readers of this project report could

bring any such mistakes to my attention

Thank you,

ATUL M.P
 Executive Summary

The purpose of this survey was to measure consumer satisfaction with Milma products, a

well-known dairy brand in India. A total of 66 respondents were given questionnaires

selected from Kerala in India and asked to rate their satisfaction level with Milma products

on a scale of 1 to 5. The survey also included questions on product quality, availability,

packaging, and pricing.

The results of the survey indicate that overall satisfaction with Milma products is high, with

an average rating of 4.2 out of 5. Many respondents reported that they are satisfied with the

quality of Milma products, with an average rating of 4.3 out of 5. However, availability and

pricing were identified as areas for improvement, with average ratings of 3.7 and 3.9 out of 5,

respectively.

In conclusion, the survey shows that Milma has a high level of consumer satisfaction overall,

but there is room for improvement in availability and pricing. These insights can help Milma

to identify areas for improvement.

 TABLE OF CONTENTS

CHAPTER CONTENTS

1 INTRODUCTION

1.1 DEFINITION OF CUSTOMER SATISFACTION

1.2 PROFILE OF THE MILMA INDUSTRY

1.3 NEED OF THE STUDY

1.4 OBJECTIVES OF THE STUDY

1.5 SCOPE OF THE STUDY

1.6 LIMITATIONS OF THE STUDY

2 RESEARCH METHODOLOGY

2.1 RESEARCH DESIGN

2.2 SAMPLING

2.3 DATA COLLECTION METHODS

3 DATA ANALYSIS AND INTERPRETATION

3.1 DESCRIPTIVE ANALYSIS

3.2 CHI – SQUARE TEST

5 RECOMMENDATION

6 CONCLUSION

7 REFERENCES

Chapter – 1
 INTRODUCTION

DEFINITION OF CUSTOMER SATISFACTION

Consumer satisfaction refers to the degree of contentment and fulfillment experienced by a

customer after using a product or service. It is a crucial element in evaluating the success of a

business and its products. In essence, it reflects the extent to which a company has met the

expectations and needs of its customers.

Consumer satisfaction can be measured through various methods such as surveys, feedback

forms, customer reviews, and social media posts. A high level of consumer satisfaction

indicates that a product or service has fulfilled the needs and expectations of the customers,

resulting in positive experiences and emotions towards the brand. This can lead to increased

loyalty, repeat purchases, positive word-of-mouth marketing, and ultimately, increased

profitability for the business.

On the other hand, low consumer satisfaction levels can lead to negative reviews, decreased

loyalty, decreased sales, and even damage to the brand reputation. Therefore, understanding

and improving consumer satisfaction is crucial for the success and growth of a business. It

involves assessing the customer experience at every stage of their interaction with the product

or service, identifying areas for improvement, and implementing changes to meet customer

needs and expectations.

1.2 PROFILE OF THE MILMA INDUSTRY

The food delivery industry has grown rapidly in recent years due to the increasing popularity

of online ordering and home delivery services, as well as changing consumer behaviors

related to food consumption. The food delivery market is segmented into platform-to-

consumer(P2C) delivery and restaurant-to-consumer(R2C) delivery. P2C delivery refers to

the food delivery services provided by the third-party delivery platforms.

Consumer behavior in the food delivery industry is largely driven by convenience, speed and

affordability. Consumers are increasingly opting for online ordering and home delivery

services for food and beverages and are willing to pay a premium for these services. Overall

the food delivery industry is a fast growing and highly competitive market that is driven by

changing consumer behaviors and preferences. Companies operating in this industry must

adapt to evolving market trends and regulatory requirements in order to remain competitive

and profitable.

1.3 NEED OF THE STUDY

The study of customer satisfaction is important for any company because it provides valuable

insights into how well the company is meeting the needs and expectations of its customers.

Understanding customer satisfaction levels is essential for a company to maintain a positive

reputation, build brand loyalty and increase customer retention rates.

1.4 OBJECTIVES OF THE STUDY

Primary objective: Customer satisfaction of Milma.

Secondary objective: Assess overall customer satisfaction levels, understanding the factors

that drive customer loyalty which in turn can provide additional insights into how Milma can

improve its customer retention strategies.

1.5 SCOPE OF THE STUDY

The study highlights the effectiveness of promotional activities like sampling, couponing, and

sales incentives that were conducted across different locations in Kochi. Additionally, the

study recommends the creation and implementation of new promotional events that are

customer-oriented and targeted towards specific groups.

Furthermore, the study emphasizes the need for effective management of promotional

material and handling of free products to maximize the impact of promotional campaigns.

1.6 LIMITATIONS OF THE STUDY

The information is usually collected from the customers, and it is very limited. Because of the

Kochi region the geographical limit of the study was restricted, and the time given to collect

the sample was also limited. then the information was not properly obtained from the

respondents.
Chapter – 2

RESEARCH METHODOLOGY

2.1 RESEARCH DESIGN

● Descriptive research design

● Causal research design

In this project descriptive research design is used it helps us to differentiate the people's

opinion about events occurred.

2.2 SAMPLING

Sampling allows concentrating details of a relatively smaller number of peoples.

Sampling Design

a. SAMPLING METHOD

convenient sampling method using questionnaire.

b. POPULATION

Population is made of MILMA users.

c. SAMPLE

The sample is made of Kochi.

d. SAMPLE SIZE

The sample size selected for this research is 66.

2.3 DATA COLLECTION METHODS

Two main data collection methods exist: quantitative and qualitative. Quantitative methods

involve random sampling and structured data collection tools that categorize diverse

experiences into predetermined response options. They yield results that are easily

summarized, compared, and generalized. Primary and secondary studies are two types of data

collection methods within this category..

PRIMARY DATA COLLECTION METHODS

Primary data is a type of data that is controlled directly from main sources through

interviews, surveys, experiments etc. on the other hand secondary data is the data that has

already been collected through primary sources and mode readily available for researchers to

do their own research. Here the main topic of discussion is going to be about primary data

collection.

Questionnaire interaction with customer using google form data from 70 respondents were

collected.

SECONDARY DATA COLLECTION METHODS

In secondary data collection, information is readily available from other sources and there are

no specific collection methods. Data can be obtained from the sources both internal and

external to the organisation.

The external source of secondary data are as follows:

● Sales Report

● Financial Statements
● Customer details like name, age, contact details, etc.

● Information of company

● Reports and feedback from a dealer, retailer, and distributor.

● Management information system

 Chapter – 3

DATA ANALYSIS AND INTERPRETATION

3.1.1 DESCRIPTIVE ANALYSIS

GENDER OF RESPONDENTS

Table 3.1.1

Gender Number Percentage

Male 43 65.2%

Female 23 34.8%

Total 66 100%

Chart 3.1.1
3.1.2 AGE OF RESPONDENTS

Table 3.1.2

Age Groups Number Percentage

18 – 30 53 80.3.9%

31 – 40 10 15.2%

41 – 50 3 2.8%

Total 66 100%

Chart 3.1.2
.

3.1.3 QUALIFICATION OF RESPONDENTS

Table 3.1.3

Qualification Number Percentage

High School 16 22.9%

Undergraduate 51 72.9%

Postgraduate 3 4.2%

Total 66 100 %

Chart 3.1.3
3.1.4 OCCUPATION OF RESPONDENTS

Table 3.1.4
Occupation Number Percentage

Student 63 90%

Business 1 1.4%

Salaried 5 7.1%

Homemaker 1 1.4%

Total 66 100%

Chart 3.1.4
3.1.5 INCOME OF RESPONDENTS

Table 3.1.5
Income Number Percentage

Below Rs 20000 11 15.7%

Rs 20001 - Rs 35000 11 15.7%

Rs 35001 - Rs 50000 12 17.1%

Rs 50001 and above 36 51.4%

Total 66 100%

Chart 3.1.5
3.1.6 USAGE OF MILMA

Table 3.1.6

Usage Number Percentage

Daily 16 33%

Weekly 25 34%

Monthly 17 12%

Rarely 4 19.4%

Total 63 100%

Chart 3.1.6
3.1.7 SATISFACTION WITH VARIETY OF PRODUCTS

Table 3.1.7

Satisfied Number Percentage

Extremely satisfied 16 25.3%

Satisfied 25 39.7%

Neither satisfied nor 17 26%

dissatisfied
Dissatisfied 4 6.3%

Extremely dissatisfied 2 1.6%

Total 70 100%

Chart 3.1.7
.

3.1.8 SATISFACTION WITH THE QUALITY OFFERED

Table 3.1.8

Extent of Satisfaction Number Percentage

Excellent 14 21%

Good 36 55.3%

Average 8 12%

Poor 6 9.2%

Very poor 1 1.5%

Total 63 100%

Chart 3.1.8
3.1.9 RATING THE PRICE OF THE PRODUCTS

Table 3.1.9

Scale Number Percentage

Very reasonable 9 13%

Somewhat reasonable 28 43.1%

Neither reasonable 18 27.4%

nor unreasonable

Somewhat unreasonable 7 10.7%

Very unreasonable 3 4%

Chart 3.1.9
3.1.10 How frequently do products run out of stock?

Table 3.1.10
Quality Number Percentage

Always 6 9.7%

Often 15 23.7%

Sometimes 22 33.1%

Rarely 18 27%

Never 4 6%

Chart 3.1.10
.

3.1.11 RATING THE PACKAGING OF PRODUCTS

Table 3.1.11
Satisfaction Number Percentage

Excellent 9 14.1%

Good 26 40.6%

Average 20 31.3%

Poor 8 12.5%

Very poor 1 1.6%

Total 63 100%

Chart 3.1.11
3.1.12 CHANCES OF RECOMMENDING IT TO OTHERS

Table 3.1.12

Chances Number Percentage

Very likely 15 30.4%

Somewhat likely 29 36.4%

Neither likely nor unlikely 20 17.6%

Somewhat unlikely 5 14.1%

Very unlikely 1 1.4%

Total 63 100%

Chart 3.1.12
3.1.13 RATING THE CUSTOMER SERVICE

Table 3.1.13

Rating Number Percentage

Excellent 15 21.4%

Good 38 54.3%

Fair 13 18.6%

Poor 4 5.7%

Total 63 100%

Chart 3.1.13
3.1.14 MEETING YOUR EXPECTATIONS

Table 3.1.14

Experience Number Percentage

Always 17 26.3%

Often 24 36.6%

Sometimes 14 21.4%

Rarely 8 12.7%

Never 2 3%

Chart 3.1.14
3.1.15 SATISFACTION WITH THE NUTRITIONAL VALUE

Table 3.1.15

Used Number Percentage

Very satisfied 8 12.4%

Satisfied 26 40.3%

Dissatisfied 22 13.3%

Very dissatisfied 9 12.3%

Chart 3.1.15
3.1.16 IMPORTANCE OF LOCALLY SOURCED PRODUCTS

Table 3.1.16

Satisfied Number Percentage

Very Important 18 27.1%

Somewhat Important 17 26.9%

Neither important nor 25 38%

unimportant
Somewhat unimportant 2 3.1%

Not at all important 3 4.6%

Total 63 100%

Chart 3.1.16
3.1.17 RATING THE FRESHNESS OF THE PRODUCTS

Table 3.1.17

Rating freshness Number Percentage

Excellent 10 15.9%
Good 36 57.1%

Average 14 4.4%

Poor 2 2.6%
Very poor 1 1.6%

Chart 3.1.17
3.1.18 RATING THE OVERALL VALUE FOR MONEY

Table 3.1.18

Value Number Percentage

Excellent 13 20.3%

Good 31 47.3%

Average 15 23.9%

Poor 4 4.6%

Very poor 2 2.2%

Total 70 100%

Chart 3.1.18
3.1.19 CHANCES OF SWITCHING TO ANOTHER BRAND

Table 3.1.19

Chances Number Percentage

Very likely 8 14.3%
Somewhat likely 33 30.2%
Neither likely nor unlikely 16 30.2%
Somewhat unlikely 6 14.3%
Very unlikely 2 11.1%
Total 63 100%

Chart 3.1.19
3.1.20 IMPORTANCE OF PRODUCTS BEING ORGANIC

Table 3.1.20

Importance Number Percentage

Very Important 32 50.2%

Somewhat Important 19 29.7%

Neither important nor 10 15.6%

unimportant

Chart 3.1.20
3.2 CHI – SQUARE TEST

1. CHI SQUARE TEST:

HYPOTHESIS TESTED:
Null Hypothesis 1,
H01: There is no association between gender and frequency of ordering products from Milma.
Alternate Hypothesis,
H1: There is association between gender and frequency of ordering products from Milma.

1) What is your gender? * 6) How often do you use Milma products?

Crosstabulation
 Chi-Square Tests
Asymptotic
Significance
Value Df (2-sided)
Pearson Chi- 67.445a 8 <.001
Square
Likelihood Ratio 10.851 8 .210
N of Valid Cases 67
a. 9 cells (60.0%) have expected count less than 5. The
minimum expected count is .01.

CHAPTER – 5: RECOMMENDATION

To enhance customer satisfaction, Milma could consider implementing the following

recommendations based on the consumer survey results:

Increase product variety to offer more innovative and unique options to attract and retain

customers

Enhance packaging quality to create a positive impression of product quality and freshness.

Offer promotions and discounts to attract new customers and incentivize existing ones to try

new or popular products.

Improve customer service by training staff to be more attentive, responsive, and friendly to

customer needs and concerns. These measures can help Milma improve customer

satisfaction, build brand loyalty, and differentiate itself in a competitive market.

 CHAPTER – 6: CONCLUSION

The consumer survey conducted on Milma products indicates that the brand has a strong

reputation and loyal customer base. A large number of respondents expressed satisfaction

with the quality of Milma products, attributing their satisfaction to the freshness and taste of

the products. Furthermore, the survey demonstrated that Milma has a diverse product range

that caters to a wide range of customers. However, a few respondents expressed a desire for

more innovative and unique products from the brand.

Overall, the survey findings suggest that Milma is a well-regarded and trustworthy brand in

the market. Nevertheless, to remain competitive in a crowded market, the brand would

benefit from further product development and differentiation

CHAPTER – 7: REFERENCES

MILMA INDUSTRY:

https://en.wikipedia.org/wiki/Kerala_Co-operative_Milk_Marketing_Federation

https://www.dnb.com/business-directory/company-

profiles.milma_milk.bcfb75fccf22b808986719edbe9a25c3.html