A STUDY ON CONSUMER SATISFICATION ON AAVIN MILK PRODUCT

(WITH SPECIAL REFERENCE TO COIMBATORE CITY)

Report submitted to Bharathiyar University, Coimbatore-641046

In partial fulfillment of the requirements for the Award for the degree of

MASTER OF COMMERCE WITH COMPUTER APPLICATIONS

Submitted by
THIYAGARAJAN. V (19MCC014)

Under the guidance of

Dr. V.T. DHANARAJ, M.Com., M.Sc(FCA)., M.Com (CA).,Ph.D.,
Assistant Professor
PG & RESEARCH DEPARTMENT OF COMMERCE-II

RATHINAM COLLEGE OF ARTS AND SCIENCE (AUTONOMOUS)

(Accredited by NAAC and an ISO 9001:2008 certified institution) (Affiliated to

Bharathiyar University)

Rathinam Techzone, Pollachi road, Eachanari, Coimbatore -641021

1
 CERTIFICATE

This is certify that the project work entitled “A STUDY ON CONSUMER

SATISFICATION ON AAVIN MILK PRODUCT WITH SPECIAL REFERENCE IN

COIMBATORE CITY” submitted to the Bharathiyar University, in partial fulfillment of the

requirements for the award of the degree of MASTER OF COMMERCE WITH COMPUTER
APPLICATIONS is the record of original project work done by THIYAGARAJAN. V
(19MCC014) during the period 2020-2021 of her study in the department of Commerce, at
Rathinam College of Arts and Science (Autonomous) under my supervision and guidance and it
has not formed the basis for the award of any degree / diploma / associates / fellowship or other
similar title to any candidate in any university.

Place :
Date :

……………………………… ……………………………………………..

Signature of the Guide Signature of the Head of the Department

VIVO VOCE EXAMINATION HELD ON …………………

Internal Examiner External

Examiner

2
 DECLARATION

THIYAGARAJAN. V hereby declare that the project work entitled “A STUDY ON

CONSUMER SATISFICATION ON AAVIN MILK PRODUCT WITH SPECIAL

REFERENCE IN COIMBATORE CITY” submitted to the Bharathiyar University, in partial

fulfillment of the requirements for the award of the degree of MASTER OF COMMERCE
WITH COMPUTER APPLICATIONS is the record of original project work done by me
during 2019-2020 under the supervision and guidance of Dr. V. T. DHANARAJ., M.Com.,
M.sc (FCA). M.Com (CA)., Ph.D. Assistant professor, department of Commerce-II, Rathinam
College of Arts and Science (Autonomous) Rathinam Techzone, Pollachi Road,
Coimbtore641021. And it has not formed the basis for the award of any degree / diploma /
associates / fellowship or other similar title to any candidate in any university.

……………………….

Signature of the Candidate

3
 ACKNOWLEDGEMENT
A warm felicitation goes for me to acknowledge the people, who hold the desirability for
encouraging, praising, assisting as well as believing. I wish to express my profound and sincere
thanks to almighty for all those showered blessings on me and providing me with confidence
throughout the period of my study.

I take this opportunity to express might be sense of gratitude to Dr. Madhan. A. Senthil., MS.,
Ph.D. Chairman of Rathinam Group for permitting to do the project.

I acknowledge my deep sense of gratitude to our CEO Prof. R. Manickam., MCA., M.Phil.,
for having provided me with all facilities for doing this project.

My sincere thanks to our Principal Dr. R. Muralidharan., M.Sc., M.Phil., MCA., Ph.D.,
Rathinam College of Arts and Science (Autonomous) for having given me an opportunity to get
practical experience beyond the bounce of theoretical knowledge through the Project.

I heartily thank to Dr.V.T. DHANARAJ., M.Com., M.Sc (FCA). M.Com (CA).,

Ph.D.Head of Department of Commerce-II for giving an opportunity to undergo a project for my
carrier development.

I would like to take the opportunity to thank Dr.V.T. DHANARAJ Head of Department of
Commerce-II and my project supervisor for providing me guidelines, help in assisting my project
report. She was constantly supporting me with his inspiring personality. I will always be always
thankful for her extraordinary reinforcement.

I express my sincere thanks to my department faculty for their effort in guiding me in doing this
project report. I express my gratitude to my parents, friends and all other for their support to complete this
project.

Finally, I will show my gratitude to all the Management & Non-Management Staffs who have helped
me during the project period and the entire persons who somehow have impact on me in completing my
whole report.

THIYAGARAJAN. V

4
 Date : 12-06-2021

Department of Commerce II

Project Completion Certificate

This is to certify that Mr. THIYAGARAJAN V (19MCC014), II MCOM CA,

Rathinam College of Arts and Science have successfully completed the project entitled A
STUDY ON CONSUMER SATISFICATION ON AAVIN MILK PRODUCT WITH SPECIAL
REFERENCE IN COIMBATORE CITY during the academic year 2020-2021 under the

supervision and guidance of Dr. V.T DHANARAJ , Assistant Professor, Department of

Commerce.

The conduct and character of the student during the period was good.

Signature of the HoD

Seal
5
 CONTENTS

CHAPTER NO PARTICULARS PAGE NO

06
I
INTRODUCTION AND DESIGN OF THE STUDY

II REVIEW OF LITERATURE 12

III OVERVIEW OF STUDY 21

IV ANALYSIS AND INTERORETATION 29

V FINDINGS, SUGGESTIONS AND CONCLUSION 69

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 CHAPTER- I

INTRODUCTION AND DESIGN OF THE STUDY

1.1 INTRODUCTION

Health is the level of functional or metabolic efficiency of a living organism. In humans, it is the
general condition of person’s mind and body, usually meaning to be free from lines, injury or pain (as in
“good health” or “healthy”).The world Health Organization (WHO) defined health in its broader sense in
1946 as “a state of complete physical, mental, and social well-being and not merely the absence of disease
or infirmity. “Although this definition has been subject to controversy, in particular as lacking operational
value and because of the problem created by use of the word “complete,” it remains the most enduring.
Other definitions have been proposed, among which a recent definition that correlates health and personal
satisfaction. Classification system such as the WHO family of international classifications, including the
international classification of functioning, Disability and Health (ICF) and the international classification
of diseases (ICF), are commonly used to define and measure the components of health.

Systematic activities to prevent or cure health problems and promote good health in humans are
undertaken by health care providers. Applications with regard to animal health are covered by the
veterinary sciences. The term “healthy” is also widely used in the context of many types of non-living
organization and their impacts for the benefit of humans, such as in the sense of healthy communities,
healthy cities or healthy environments. In addition to health care interventions and a person’s
surroundings, a number of other factors are known to influence the health status of individuals, including
their background, lifestyle, and economic, social conditions, and spirituality; these are referred to as
“determinants of health”. Studies have shown that high levels of stress your health.

Milk is a white liquid produced by the mammary glands of mammals. It is the primary source of
nutrition for young mammals before they are able to digest other types of food.

7
 Satisfaction is a person’s feeling of pleasure or disappointment resulting from comparing
a products perceived performance in relation to his or her expectations. Whether the buyer’s is
satisfied after purchase depends on the offers performance in relations to the buyers expectations.
If the performance falls short of expectations the consumer is satisfied. If the performances exceed
expectations; the consumer is highly satisfied or delighted.

The relevance and importance of understanding consumer satisfaction is rotted is the

modern marketing concept in order to operational this concept, management attempts to solve their
consumption problems unless he understand them and unless he make an attempt to comprehend
the buying process and the factors influencing it.

Consumer satisfaction is dynamic. Therefore, it is necessary to continuously study,

analyses and understand it and monitor this understanding to the marketing management so that
effective decision can be taken it respect of products hinges in the kind of predisposition positive
negative that a consumer has developed towards it. It is essential to study and study and analyses
it in order to understant why he/she has developed such a predisposition? Beside, and the described
in the preceding chapter, in particular the role of the government and the steadily emerging
consumer movement, necessitates that marketers in india must understand consumer satisfaction
their needs aspirations and problems. It will be extremely useful in exploiting marketing
opportunities and in meeting the challenges that the indian market offers.

1.2 STATEMENT OF THE PROBLEM

Aavin Coimbatore union plays a vital role in marketing. The success of the Milk and dairy
products depends not only, the marketing but also the customers‟ behavior pattern towards their product.
To have better marketing the union needs a maximum inspiration from the customer side. If marketing
is done without the execution of customer, it cannot run success fully for a long period of time. So
analytical study is conducted based on customer satisfied with regard to market the milk and it by product.

8
1.3 OBJECTIVES

➢ To study the consumer taste and preference of Aavin milk products.

➢ To know the customers satisfactions level regarding the Aavin milk.
➢ To know about the process of dairy product in dairy center.
➢ To find out the factor influencing purchases decision.
➢ To find the distribution of satisfaction of quality milk and products to the consumers at
reasonable price.

1.4 SCOPE OF THE STUDY

The study is carried out understand the level of satisfaction Aavin milk. Users in Coimbatore District
the study makes an attempt to know the awareness level of customer about the service. So the study can be
useful to know more about the Aavin products and various services provide by it. The study tries to give a
detailed picture about the Aavin milk. The information gathered through the study could be useful to the
company to the formulate future practices and strategies to attract customers. The geographic scope of the
study is limited to Aavin milk in Coimbatore District.

1.5 RESEARCH METHODOLOGY

Since the study has been undertaken to evaluate ‘A study on consumer’s satisfaction on

Aavin milk products in Coimbatore’ by using both primary and secondary data.

PRIMARY DATA:

The primary data was collected from the Aavin milk users, through structured questionnaire and
discussion with the Aavin milk users.

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SECONDARY DATA:

Apart from primary data, the secondary data is being collected through Text Book, Newspaper,
Magazines, Journals, Reports and websites.

1.6 SAMPLING TECHINQUE

A data were collected from 250 respondents through questionnaire in Coimbatore Districk.
Out of 250 questionnaires. 200 questionnaires have been fit for analysis, so sample size is 200.
The convenient sampling method is used.

1.7 FRAMEWORK OF ANALYSIS

The collected information were reviewed and considered and consolidated into a master table
for the purpose of analysis. The data were further processed by using statistical tools.

▪ Simple percentage

▪ Weighted Average

1.8 LIMITATION OF THE STUDY

➢ The present study is limited to select a consumer satisfaction of Aavin milk.

➢ The sample size is restricted to 200 respondents.

➢ The study was conducted within limited time period.

➢ The finding of the study may be generalized to Coimbatore district only.

➢ The conclusions are based on the opinion expressed by the consumers.

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1.9 CHAPTER SCHEME
The report of the study is divided into five chapter as follows.

CHAPTER- I: Introduction

This chapter deals with the brief statement of problem, objective, scope of study, research
methodology and limitations of the study.

CHAPTER- II: Review of literature

A brief review of the study is made in the area are presented in this chapter.

CHAPTER-III: History

This chapter provides a history of the aavin milk product.

CHAPTER-IV: Analysis and interpretation of data

In tune with objective of the study, the analysis and interpretation of the data were presented with
descriptive and statistical analysis.

CHAPTER-V: Summary of findings, suggestions and conclusion of the study

This chapter provides a summary of finding, suggestion and conclusion of the study.

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 CHAPTER–II

2. REVIEW OF LITERATURE

Lech Nieurawski (2006); studied on determinants of customer satisfaction on the markets

of selected dairy products and summarized that; Purchasers’ behaviour on the market is highly
differentiated. When choosing a yoghurt the consumer mostly takes into consideration its taste,
and next come the brand and the price. The decision to buy is a complex result of multiple factors.

However, the price is the decisive factor.

Enterprises should pay a special attention to their buyers. Only the recognition of
customers’ needs will make it possible to provide them with a product which will fully meet their
expectations. The client focuses mostly on the product’s attributes. A satisfied purchaser becomes
a loyal client who will tell his friends about his positive experience with and his positive opinion
of the product. Each consumer is a complex individual. His behaviour depends on a number of
factors. His environment and how he is feeling influence his choice and may result in his decision
to purchase.

Shahram Gilaninia, Mohmmad Taleghani, Mohammad Reza Khorshidi Talemi (2009); in

their study on satisfaction level of customers of RTE food products they concluded that In order
to increase customer satisfaction from quality of service, distribution system should make more
active the distribution unit and have more monitoring and control and comments in this section.
Strong and close relationship of distribution department with department of production and sales
can quickly increase the inquest to complaint raised by customers and minimize the number of
complaints. Improving the quality of the services provided and transparency to meet the needs and
demands of clients by creating 19 teams to respond and handling customer questions and
complaints can reveal the strengths of distribution system. Also it be establishes measurement
system of customer satisfaction through the use of constructive feedback and suggestion of
customers as a key opportunity, a direct dialogue with customers and surveys them. Customer
comments be raised in company and be planned to increase customer satisfaction. Innovation and

12
continuous improvement in service quality provide through identify values, expectations of
customers in different locations.

I K.Eswaran (2009); studied on “customer satisfaction towards aavin milk in salem city” he
recommended that; the level of advertisement can be increased so that the product can be marketed more
in rural areas. More Aavin milk parlour should be included for increasing the sales. Brand involvement
should be improved in the mind of customers. Customers can be motivated to buy the product by giving
Value Added Services. Awareness of the product can be increased by giving programmes like road shows
for the general public.

Kriti Bardhan Gupta (2009); his study on “Consumer Behaviour for Food Products in
India” concluded that cleanliness of the product, free from pesticides, freshness, good for health, and clean
place of sale are some of the most important attributes, which are rated very highly by people in India
while buying food products. Value for money, overall quality, taste, availability of variety of products at
same place, seasonality for the product, flavour, good display of products, nearby availability and good
ambience are some other important parameters. Promotional offer does not have much impact on the sale
of food products and people did not rate food products from other country very highly for purchase
decision.

People rate various parameters differently for different product groups. For highly perishable items
such as dairy products, freshness, cleanliness and good for health are the most important parameters but
for products like food grains-pulses, cleanliness and free from pesticides are the most important criteria.
Based on factor analysis, it appeared that store quality, marketing mix and taste-flavour explained the
maximum variance in the purchase decision for fruit and vegetables.

A.Sudhan, Chitra (2010); in their study, they summarized that satisfaction level about the over-all
service does not depend on response time or price but depends on the level of satisfaction with quality. It
is therefore clear that the customer’s perception about service level depends on their perception about
quality. It is also seen that satisfaction level with quality depends on the rejection rates experienced by
the customers. Therefore the company should make efforts to ensure that the rejection level at the
customer end is minimized. This will improve the customer’s perception about quality as well as service
level. Since the period of response and price levels do not influence perception about service level, it is

13
adequate if the company maintains the present level but concentrate its effort in reducing rejections
experienced by the customer.

R. J. Masilamani (2011); concluded that the parameters which make decision regarding the
purchase of milk are Price, Quality, Smell , Taste, Advertisement and Awareness. Milk market is
a totally unpredictable market and the organisation should be over-cautious of any complaints that
come into milk as it includes the sentiments of a mother for her kid and she would not prefer to
give anything to her kid for which she is not 100% satisfied. So the company should 21 take every
step possible to contain these problems which in some way or the other affects the sale of Mother
Dairy and its retailers.

Arpita Gupta (2011); In study of “Identifying factors behind decreasing market share” she
concluded that the parameters which make decision regarding the purchase of milk are Price,
Quality, Smell, Taste, Advertisement and Awareness. So the company should take every step
possible to contain these problems which in some way or the other affects the sale of Mother Dairy
and its retailers.

Anonymous (2011); studied on consumer satisfaction and awareness towards siddhadhara milk
products suggested that;

• Developing the town markets by placing some of the staff for extension work. So
that they can make arrangements for people to get milk in their particular place at particular time.

• To make aware the people about overall performance of siddhadhara milk.

Company can take necessary steps to enhance more promotional activities like giving ads in
newspapers, in local channels and through other media.

D. Ashok, Abhay Prakash Sriwastwa (2012); in their study on the usage pattern and the
reasons behind low sensitivity of packaged dairy products; they concluded that; Factors
influencing the purchasing pattern of the branded dairy products: Among the factors given, most
of the respondents had showed their priority towards the “availability” of the packaged dairy
products, the “freshness” of the packaged product and the “shelf life” of the product as their first,
14
second and third choices respectively. The “taste” of the product and the “advertisement” given
by manufactures had showed fourth and fifth choice respectively.

It is significant from the result that dairy producers have to work on better distribution system for
maintaining the “freshness” of the products and in turn achieve the greater shelf life. Further, in order to
differentiate their product among the competitors, dairy producers could work on different flavours, and
they should offer different ranges of tastes to the consumers. Besides everything, it should also improve
the product awareness of customers through various media choices for better reach ability in the form of
advertisements and promotional offers.

Shanthi (1987) studied consumer preference for "Aavin" milk and its products in Royapettah and
Mylapore. It was found that good quality coupled with low price was the main reason for consumer
preference for milk and milk products. Correct weight and convenience found the second and third place
with hygiene coming last. The quantity of milk purchase increased with the increase in the size of the
family. It was also found that consumption of Aavin milk did not increase with increase in income.

Sridharan (1991) conducted a study on consumer preference for "Aavin" milk and milk products.
The specific objectives of the study were to identify the steps to improve the quality of milk and milk
products and to find out the reason for customer dissatisfaction towards "Aavin" milk and milk products.
It was suggested that the outgoing milk and milk products must be checked and it should be confirmed to
Prevention of Food Adulteration Act. In order to avoid adulteration of milk, the farmers were to be paid
not on the quantity of milk but on the quality (fat content) of milk. To identify dissatisfaction, category
wise complaints received were noted such as adulteration, denial of supply, delay, improper behaviour,
higher price and spoilage.

Nagaphani (1998) conducted a study on the marketing aspects with special reference to
Coimbatore District Co-operative Milk Producers' Union Limited. The study revealed that the reason for
low procurement in the areas of Shanmugapuram and Sultanpet chilling centers was due to the
competition in procurement from private dairies. The sale of milk in 500ml sachet was found to be high.
Revenue from sale of liquid milk was more than the sale of milk products.

15
 Thiagarajan (1999) in his study on marketing of Aavin milk in Madurai revealed that
"Aavin" was playing a monopoly role by capturing a lion's share 90 per cent of the market by
maintaining a standard quality and a comparatively low price. However, in recent time Aavin's
market share had come down from 90 per cent to 66 per cent due to multiplicity of causes both
internal and external. Internal causes from consumers point of view were limited quantities for a
limited time in a day, dual pricing for regular users and for special orders, low sales commission
for depot concessionaries, cumbersome procedure involved in the distribution and refund of
money for milk not purchased. External causes were introduction of competitors in the market like
“Seva” and “Arokya” and natural factors leading to a short supply of milk. Hence this cooperative,
which was once a monopoly institution had to rethink its strategies and launch itself on a full,
fledged marketing campaign.

Naveen Venkata Prasanna (2003) carried out a study on customer satisfaction rate towards
Aavin milk in Coimbatore. The non-probability convenience sampling was adopted to draw a
sample of 150 respondents. The study focused on ascertaining consumer preference in purchase
of Aavin brand of milk and analyzing the perceived differences of various brands of milk on key
attributes and also on identifying measures for improving customer satisfaction. Purity, taste,
thickness, availability, price, service of agents and place of purchase were the criteria used in the
study. It was found that Aavin brand was rated high for purity, taste and thickness. Attributes like
availability, price, and service of agents were also rated good. Other milk brands like Arokya and
Amritha rated best for its purity and taste respectively. For all the brands price and service of the
agents were rated least.

Riyaz Mohammed (2003) conducted a study on comparison of Aavin, Arokya and Sakthi
milk with special reference to Coimbatore city with a sample size of 150 respondents drawn on
convenience sampling method. The study aimed to understand the consumer preference of branded
milk; expectation of consumers regarding the features of the branded milk; effective media for
branded milk and impact of packing of the branded milk The findings of the study revealed that
the Aavin brand of milk preferred for its purity, quality and price but the advertisement campaign,
home delivery, non availability in retail outlets were the points of dissatisfaction when compared
to the milk brands Arokya and Sakthi. Even though these brands claimed that package of milk in
polyethylene packs were safe, it was still found to be unhealthy.

16
 These reported studies highlighted the dissatisfactions associated with co-operative's brand from
the point of view of consumers so as to suggest the manufacturers to improve their services in those
identified areas.

Rubaina (2010) conducted a research on the customer preference towards dairy products.
The study made an attempt to identify the customer’s preference towards dairy products and to know
about the factors which influence the selection of different brands of dairy products. The study revealed
that the company should make survey to know the expectations of the consumers and produce that product
in the manner so as to attract more customers towards their brand and advertisement can be done through
mass media to increase sales and to educate customers about the product.

Elangovan.N and Gomatheeswaran.M (2015) focused on consumer behaviour towards various

brands of milk and milk products. Consumers’ lifestyles are influenced by number of factors. Like culture,
subculture, values, demographic factors, social status, reference groups, household and also the internal
makeup of the consumer, which are emotions, personality motives of buying, perception and learning.
The study was examining the differences in consumer’s behavior with socio and economic characteristics
towards brand selection.

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.

Ananda Kumar. A and Babu.S (2014) made an attempt to find the factors affecting
consumer’s buying behaviour, with the focus on dairy products. The variables include packaging,
cost, availability, ingredients, product popularity, product quality, product taste, etc., that influence
the choice of a brand from among those in the consideration list, but may not be the most important

17
and primary determinants for short listing brands. The study is useful to the marketers as they can
create various marketing programs that they believe will be of interest to the consumers. It can
also boost their marketing strategy.

Lokanathan.S (2008) undertook as study on customer satisfaction towards mothers dairy

products. The objective of the study was to know the customers ideas, opinion and the satisfaction
level towards mother’s dairy production. The study found that mother’s dairy is a big organization
and the market leader in dairy products and has maximum market in milk. The study also found
that customers are mostly satisfied with the overall quality of mother’s dairy products.

Rangasamy and Dhaka (2008) undertook a comparative on marketing efficiency of Dairy

Products for Co-operative and Private Dairy Plants in Tamil Nadu. Their study aimed at comparing
the marketing of milk and milk products by dairy plants of co-operative and private sectors in
Tamil Nadu. It was found that the marketing cost for toned milk was same in both the dairy plants,
whereas it was higher for other milk in the cooperative dairy plant. All the dairy products earn
more marketing margins in the private than cooperative dairy plant, except for toned milk. Hence,
the marketing efficiency of cooperative dairy plant for all dairy products has been observed
relatively less than that of private dairy plant, except toned milk. The study also found that value
addition in dairy products should be done without compromising the quality and consumer-
oriented market research and development should be accorded greater attention.

18
REFERENCE

1. Nieurawski, Lech (2006), Determinants of Customer Satisfaction on the Markets of

Selected Dairy Products: Polish Journal of Food and Nutrition Sciences; 2006, Vol. 15/56,
SI 1, pp. 155–160

2. Gilaninial Shahram; Mohmmad Taleghani, Mohammad Reza Khorshidi Talemi (2013). "
Investigating the Impact of Service Quality in Distribution System on Customer

Satisfaction" Singaporean Journal Of Business Economics, and Management Studies Vol.2,

no.1, 2013

3. Gupta, Kriti Bardhan (2009), Consumer Behavior for Food Products in India: 19th Annual
World Symposium, International Food & Agribusiness Management Association report.
National Dairy Development Board Annual report, 2011-12.

4. Gupta, Arpita (2011), Report on Identifying Factors Behind Decreasing Market Share and
Study of Consumer Behavior: PGDM report.

5. D. Ashok, Abhay Prakash Sriwastwa (2012), Product Innovation And Its Influence on
Consumer Purchasing Pattern – a study on packaged dairy products in Bettiah: IOSR
Journal of Business and Management (IOSRJBM) ISSN: 2278-487X Volume 1, Issue 1
(May-June 2012), PP 22-28. Government of India, Ministry of Agriculture, Annual Report
2012- 13,,Department of Animal Husbandry, Dairying and Fisheries.

6. Parekh,J. V. (2006), "Milky Ways", Times Food Processing Journal, Oct. - Nov. Prasad,
M.V. Rama (2006), "Dairy Products: Consumer Preferences - A Limited Survey of
Vishakhapatnam", Journal of Marketing & Communication, Vol. 2, Iss. 2, Sep. - Dec., pp.

63-71.

19
7. Sharma and Prabhakar. (2000). “Marketing of Milk- An Opinion Survey of Consumer
Perceptions, Rajahmundry, AP”. Indian Journal of Marketing, VolPp: 10-13.

8. Shanthi, S. (1987), "A Study on Consumer Preference for Aavin Milk and Milk Products",
Project Report, PG Diploma in Business Management, Lajpat Raj Institute of
Management, Madras.

9. Sridharan, K.N. (1991)," A Study on Consumer Preference for Aavin Milk and Milk
Products", Project Report, PG Diploma in Marketing Management, University of Madras,
Madras

10. Thiagarajan, S. (1999), " Marketing of AAVIN Milk in Madurai", Indian Journal of
Agricultural Marketing, 13 (2): 37.

11. Nagaphani, L. (1998),"A Study on the Marketing Aspects with Special Reference to
Coimbatore District Co-operative Milk Producers' Union Limited", Project Report,
Madurai Kamaraj University.

12. Naveen Venkata Prasanna, S. (2003) "A Study on Customer Satisfaction Rate Towards
Aavin Milk in Coimbatore", Project Report, Master of Business Administration, GRD
Institute of Management, Coimbatore.

13. Riyaz Mohammed, (2003) "A Study on Comparison of Aavin, Arokya and Sakthi Milk
with Special Reference to Coimbatore City", Project Report, Bachelor of Business
Management, GRD Institute of Management, Coimbatore.

14. Rubaina, (2010) “A study on customers preference towards dairy products”, April.

20
15. N. Elangovan, M. Gomatheeswaran, (2015) “A study on consumer behaviour towards
various brands of milk and milk products with special reference to Thudiyalur town at
Coimbatore district in Tamil Nadu”,International Journal of Multidisciplinary Research
and Development,Volume: 2, Issue: 4, April.

16. C. Jothi Mary, (2013) “A Study on Consumer Behaviour of Aavin Milk in Bhel
Township: Trichy”, International Journal of Advance Research in Computer Science and
Management Studies, Volume 1, Issue 4,September.

17. Ananda Kumar .A and Dr. S. Babu, (2014), “Factors influencing consumer buying
behavior with special reference to dairy products in Pondicherry state”, International

Monthly Refereed Journal of Research In Management & Technology ,Volume III, January.

18. Lokanathan .S, (2008) “A study on customer satisfaction towards Mothers dairy products”,
December.

19. Rangasamy. N and Dhaka J.P., (2008) “Marketing Efficiency of Dairy Products for
Cooperative and Private Dairy Plants in Tamil Nadu — A Comparative Analysis”,
Agricultural Economics Research Review,Vol.21, PP. 235-242, July- December.

20. Klaudia Kurajdova,(2015)“Literature Review on Factors Influencing Milk Purchase

Behavior”, International Review of Management and Marketing, Vol. 5, No. 1, pp.9-25.

21
 CHAPTER–III

3.1 HISTORY OF THE PRODUCT

DAIRY DEVELOPMENT DEPARTMENT

The Dairy Development Department was established in 1958 in Tamilnadu. The

administrative and statutory control over all the milk cooperatives in the State were transferred to
the Dairy Development Department on 1.8.1965. The Commissioner for Milk Production and
Dairy Development was made as the functional Registrar under the Tamilnadu Cooperative
Societies Act. With the adoption of 'Anand pattern' in the State of Tamilnadu, Tamilnadu
Cooperative Milk Producers' Federation Limited was registered in the State on 1st February 1981.
The commercial activities of the Department such as Milk Procurement, Processing, Chilling,
packing and sale of milk to the consumers etc., hitherto dealt with by the Tamilnadu Dairy
Development Corporation Ltd., were transferred to the newly registered Tamilnadu Cooperative
Milk Producers' Federation Limited, popularly known as "Aavin".

In the wake of liberalization policy, private dairies have also entered into the field of
dairying. As per the directions of the Hon'ble Chief Minister of Tamilnadu high priority has been
given for improving the performance of milk Co-operatives by adopting a systematic approach
and proper strategy in Milk Co-operatives. Significant achievement has been made by Milk
Producers' Cooperative Societies, Unions and Federation in the State of Tamilnadu.

The cattle population in India is approximately 15% of total cattle population in the world.
India stood no. 1 position in milk production. Tamilnadu is one of the leading state in milk
production. The milk production in Tamilnadu per day is 145.88 Lakh liters.

22
OBJECTIVES OF THE DAIRY DEVELOPMENT DEPARTMENT

➢ To work towards bringing the un-organized dairy sector into an organized structure.

➢ To supervise and regulate the activities of dairy Co-operatives.

➢ To pay remunerative price to the milk producers based on the quality of milk and provide
veterinary inputs and health care to increase the milk yield of milch animals.

➢ To organize dairy co-operative societies in the remote villages to safeguard the milk producers
from the exploitation of the private traders.

➢ To ensure consistent growth of dairying on par with other enterprises.

➢ To ensure availability of cattle feed and green fodder to milch animals even in drought season.

➢ To develop infrastructure for storage, processing and selling of milk to handle surplus milk.

➢ To ensure availability of quality milk to the consumers at reasonable rates.

➢ To introduce modern technology in various dairy activities.

➢ To ensure availability of milk and milk products as per prescribed quality specifications.

➢ Distribution of quality milk and milk products to the consumers at reasonable price.

Keeping these objectives in mind, a number of activities are undertaken by the Dairy Development
Department, viz., Provision of free veterinary health cover to all animals owned by the members of milk
cooperatives, implementation of Artificial Insemination Programme, supply of balanced cattle feed and
inculcation of farmers with the modern animal husbandry methods and practices.

All activities, which are essential for the up gradation of the milch animals and improving their
productivity in the long run, have been undertaken.

Provision of necessary infrastructure facilities for marketing milk and milk products and
supply of quality milk to the consumer has been made by way of establishing new chilling centers,
pasteurization plants and adoption of modern processing system.

23
STRATEGIES ADOPTED TO ACHIEVE THE OBJECTIVES

To achieve the objectives of the Dairy Development Department the following activities are being
undertaken:

➢ Hygienic and pure milk and milk products are made available to the consumers.

➢ Computerization of dairy activities to ensure transparency in administration.

➢ Providing free veterinary health cover, Artificial Insemination service to cattle, insurance of
cattle, supply of balanced cattle feed, inputs like fodder seeds and cuttings for fodder cultivation
to milk producers in co-operative sector.

➢ Strengthening of clean milk production at village level through necessary education and milk
testing.

➢ Implementation of various State and Central Government Schemes.

➢ Strengthening and increasing the handling capacity of Dairies functioning in Dairy Cooperative
sector.

➢ Opening of new parlours, sales points, new milk routes, consumer societies and sale of milk cards.

DEPARTMENTAL SET UP

The Commissioner for Milk Production and Dairy Development is the Head of the Dairy
Development Department. He is the functional registrar in respect of Dairy Co-operatives in the State. He
is also the Ex-officio Managing Director of the Tamilnadu Cooperative Milk Producers' Federation
Limited. i.e. Aavin.

The Commissioner for Milk Production and Dairy Development exercises all the statutory powers
with regard to the registration of societies, supervision, inspection, inquiry, disputes, liquidation of milk
cooperatives including the District Cooperative Milk Producers' Unions and Federation under the relevant
provisions of the Tamilnadu Cooperative Societies Act, 1983 and Tamilnadu Cooperative Societies Rules,
1988. While discharging the statutory functions, the Commissioner for Milk Production and Dairy
Development is assisted by the Deputy Milk

24
 Commissioner (Co-operation) and a Deputy Registrar at the Headquarters besides 29 Deputy
Registrars (Dairying) at the District level by way of conferring the powers of the functional Registrar.

FUNCTIONS OF THE DAIRY DEVELOPMENT DEPARTMENT

The main functions of the Dairy Development Department include Organisation of societies,
registration of societies, supervision and control of primary milk cooperatives, District Cooperative Milk
Producers Unions and Tamilnadu Cooperative Milk Producers Federation.

The Dairy Development Department exercises statutory function - like Inquiry, Inspection,
Surcharge and Super session, appointment of special officers, liquidation and winding up of dormant
Societies etc. The Commissioner for Milk Production and Dairy Development, Deputy Milk
Commissioner (Co-operation), and Circle Deputy Registrars (Dairying) are vested with quasi-Judicial
powers in respect of settlement of disputes, appeal, revision and review under various provisions of
Tamilnadu Cooperative Societies Act, 1983 & the Tamilnadu Cooperative societies Rules, 1988 made
there under.

PRIMARY DAIRY COOPERATIVES MILK SOCIETIES

A minimum of 25 or more individuals competent to contract under section 11 of the Indian

Contract Act of 1872, owning milch animals, can form a Primary Dairy Cooperative Society, with
one or more villages as its area of operation. Such persons have to approach the Circle Deputy
Registrar's (Dairying) office functioning at the District for further guidance. The members of
Primary Cooperative milk society have to supply milk to the Society which will procure milk on
quality basis and they will receive milk cost once in 10 days / 15 days from the Society. Milch
animals are provided with free veterinary health cover, artificial insemination and the supply of
balanced cattle feed. Inductions of farmers on modern animal husbandry practices are aimed at by
upgrading the milch animals and thereby improving their productivity in the long run for the
benefit of the members.

25
ELECTIONS TO DAIRY CO-OPERATIVES

Primary Milk Cooperative Societies and District cooperative Milk Producers Unions and Federation
were administered by elected Boards. The CMPDD is functioning as District

Election Officers for the dairy co-operatives. Under the supervision of the State Cooperative
Election Commission elections were conducted for the Board of Directors of dairy cooperatives
at all the three levels in 2013 and elected boards assumed charge on 09.05.2013 at primary levels,
on 11.06.2013 at district level and on 17.07.2013 in the State Federation. On formation of new
societies, elections are conducted within a period of six months. Democratic spirit of cooperative
movement can be seen from the fact that 1,09,891 board of directors, of which 35,592 are women,
are involved in the administration of dairy cooperatives across the state.

FUNCTIONS OF DISTRICT COOPERATIVE MILK PRODUCERS UNIONS

There are 17 District Cooperative Milk Producers' Unions functioning in the State of Tamilnadu
covering 30 Districts. There are 18 Dairies in District Co-operative Milk Producers'

Unions with an installed processing capacity of 27.07 llpd. There are 35 Chilling Centres
(Functional)in District Co-operative Milk Producers' Unions with installed chilling capacities of 14.75
LLPD.

➢ Establishment of chilling centers

➢ Formation of new milk routes to collect milk produced by the members of the societies.

➢ Collection of milk from societies, process and pack in modern dairy plants by maintaining
quality standards.
26
 ➢ Supply of quality milk to Chennai Metro under hygienic conditions.

➢ Fixation of procurement and selling price of Milk

➢ Increase of liquid milk sales by introducing innovative sales promotional activities.

➢ Supply of inputs to the members of the societies.

➢ Render Veterinary Health Service and emergency service to the cattle of members of
primaries, to impart training on First aid and on Artificial insemination to the staff of member
societies.

➢ Extending Artificial insemination services to the cattle owned by the members of Milk
Cooperative Societies.

➢ Providing milk cans, Milk Analyser and LN2 containers.

➢ Salem, Erode, Madurai and Dharmapuri Unions are the Feeder Balancing Dairies. Surplus
milk in the District Unions, after meeting their local sales is diverted to the nearest Feeder
Balancing Dairies for conversion into milk products, such as Skim Milk Powder, Butter and
Ghee.

FUNCTIONS OF FEDERATION (TCMPF)

The Tamilnadu Co-operative Milk Producers' Federation Limited is an apex body of 17

District Cooperative Milk Producers' Unions. The Federation has four dairy plants in Chennai, one
at Ambattur with a capacity of 4.00 lakh litres per day, another at Madhavaram with a capacity of
3.50 lakh litres per day and the third dairy at Sholinganallur with a capacity of 4.00 lakh litres per
day. These dairies collect milk from District Unions process and pack in sachets and send for sale
to the consumers in and around Chennai City. The fourth product dairy at Ambattur with a capacity
of 65,000 LPD is engaged in the manufacture of milk products such as Yogurt, ice cream, Khova,
Kulab jamoon, Buttermilk, Curd and Mysore pa. Apart from the above, a fifty DCPP has been
established at Tiruvannamalai with a capacity of 2 LLPD and 20 MT since 2015.

27
MILK PROCUREMENT BY DCMPUs: PRICE REVISION

Most of the rural people especially women make their livelihood by rearing milch animals
and by supplying milk to the Co-operatives. Keeping this in view and to improve the rural
economy and to enhance the personal income of the stake holders in rural area, Government of
Tamilnadu directed the Tamilnadu Co-operative Milk Producers’ Federation and District
Cooperative Milk Producers’ Union to raise the procurement price of the cow's milk from Rs.23.00
to Rs.28.00 per litre and that of the buffalo’s milk from Rs.31.00 to Rs.35.00 with effect from
01.11.2014 and the milk cost as per the revised procurement price is being disbursed to the Milk
producers.

Average milk procurement in DCMPUs in lakh litres per day.

➢ Year 2005-2006 - 21.59

➢ Year 2006-2007 - 22.10
➢ Year 2007-2008 - 21.64
➢ Year 2008-2009 - 22.00
➢ Year 2009-2010 - 22.30
➢ Year 2010-2011 - 20.66
➢ Year 2011-2012 - 21.40
➢ Year 2012-2013 - 24.36
➢ Year 2013-2014 - 23.22
➢ Year 2014-2015 - 23.68
➢ Year 2015-2016 - 28.97
➢ Year 2016-2017 - 28.50
➢ Year 2018-2019 - 33.23

28
MARKETING:

The three wings are carrying out the marketing of milk and milk products of the Federation namely:

➢ Metro Liquid milk marketing.

➢ Metro Milk Product marketing.
➢ Up country marketing.

The product wing of the Federation located at Nandanam directly carries of marketing of the
products in Chennai Metro and suburbs. The products are stored at the Godown at Ambattur and
distributed to the outlets.

The sale of milk in sachets is being carried out through 16 zones, 292 Federation Depots,
184 Fedn. Distribution Points, 38 Whole Sale Milk Distributors, 89 Milk Retailers and
49 Milk Consumers’ Co-operative Societies and their depots numbering 221 and 142 distribution
points. The sale of milk product is being carried out through 25 parlours, 145 Franchise Retail
Outlets (FROs), 11 Wholesale dealers, and 2824 Retailers. The Federation also caters to the needs
for functions like marriages by booking Special Orders.

29
 CHAPTER – IV
ANALYSIS AND INTERPRETATION

4.1 INTRODUCTION

This chapter deals with the analysis regarding the socio economic factors, sources of
awareness, and a study on consumer satisfaction on Aavin milk product and also various index
scoring techniques are used.

4.2 SOCIO- ECONOMIC PROFILE OF SAMPLE RESPONDENTS

The socio economic profile of the respondent s is analyzed in the following pages. In order to
analysis the socio economic profile of the respondents they were classified on the basis of their Age
, gender, occupation, marital status , monthly income, brand usage and level of satisfactions.

30
4.2.1 AGE-WISE CLASSIFICATION OF THE RESPONDENTS

TABLE – 4.2.1

AGE-WISE CLASSIFICATION OF THE RESPONDENTS

Age No. of Respondents Percentage

Below 30 15 7.5
30 – 40 68 34
40 – 50 85 42.5
50&above 32 16
Total 200 100

Source: Primary Data

INTERPRETATION:

The above table indicates that the age wise classification 7.5% of the respondents belonging in the
age group of below 30 years, 34% of them were between the age group of 30-40 years, 42.5% of them
between 40-50 years, and only 16% of them were in of 50 & above.

Majority of the respondents (42.5%) belonged to the age group 40-50 years.

31
 CHART – 4.2.1

AGE-WISE CLASSIFICATION OF THE RESPONDENTS

32
4.2.2 GENDER-WISE CLASSIFICATION OF RESPONDENTS

TABLE -4.2.2

GENDER-WISE CLASSIFICATION OF RESPONDENTS

Gender No. of Respondents Percentage

Male 47 23.5
Female 153 76.5
Total 200 100

Source: Primary Data

INTERPRETATION:

The above table shows that the gender wise grouping of the respondents. Among them,
23.5% of the respondents are male and 76.5% of them are female of the study.

Majority (76.5%) of the respondents are female.

33
 CHART – 4.2.2

GENDER-WISE CLASSIFICATION OF RESPONDENTS

4.2.3 OCCUPATION OF THE RESPONDENTS

TABLE – 4.2.3

OCCUPATION OF THE RESPONDENTS

Occupation No .of. Respondents Percentage

Farmer 27 11.5
Government employee 25 12.5
Private employee 51 25.5
profession 97 48.5
Total 200 100

34
Source: Primary Data

INTERPREITATION:

As per that the table disclosing the occupation of the 11.5% of them are farmer,
12.5% of the respondents are government employees, 25.5% of them are of private employees
and 48.5% of them were profession.

Majority (48.5%) of the respondents were Profession. CHART

– 4.2.3

OCCUPATION OF THE RESPONDENTS

35
4.2.4 MARITAL STATUS OF RESPONDENTS

TABLE – 4.2.4

MARITAL STATUS OF RESPONDENTS

Marital Status No. of Respondents Percentage

Married 126 63
Unmarried 74 37
Total 200 100

Source: Primary Data

INTERPRETATION:

The table highlights that the marital status of the respondents. As such, 63% of the
respondents got married and 37% of the respondents are Unmarried.

Majority (63%) of the respondents got ‘Married’.

36
 CHART – 4.2.4

MARITAL STATUS OF RESPONDENTS

4.2.5 INCOME LEVEL OF THE RESPONDENTS

TABLE – 4.2.5

INCOME LEVEL OF THE RESPONDENTS

Income Level No. of Respondents Percentage

Below-10000 64 32
10000-15000 95 47.5
15000-20000 21 10.5
20000&above 20 10
Total 200 100

Source: Primary Data

37
INTERPRETATION:

Table explicit the monthly income of the respondents 32% of the respondents earned
monthly income was below Rs.10000, 47.5% of them were earned between Rs.1000015000,
10.5% of them earned between Rs.15000-20000 and only 10% of them earned between above
Rs.2000.

Majority ( 47.5%) of the respondents earned monthly income was Rs.10000 - 15000.
CHART – 4.2.5

INCOME LEVEL OF THE RESPONDENTS

4.2.6 BRAND OF THE MILK PRODUCT RESPONDENDS

38
 TABLE –4.2.6

BRAND OF THE MILK PRODUCT RESPONDENDS

BRAND NAME No. of Respondents Percentage

Arokya 24 9.6
Aavin 200 80
Aroma 17 6.8
Cavin’s 9 3.6
Total 250 100

Source: Primary Data

INTERPRETATION:

The above table shows that brand of the milk of the respondents. 9.6% of the respondents
was using the arokya, 80% of the respondents was using aavin, 6.8% of the respondents was
using aroma, 3.6% of the respondents was using cavin’s.

Majority (80%) of the respondents was using aavin brand of the milk.
CHART –4.2.6

BRAND OF THE MILK PRODUCT RESPONDENDS

39
 4.2.7 DIFFERENT QUALITY OF BRAND USAGE

TABLE – 4.2.7

DIFFERENT QUALITY OF BRAND USAGE

Brand quality No .of Respondents Percentage

Pasteurized toned 98 49
Standardized 63 31.5
Full cream 27 13.5
Double toned 12 6
Total 200 100

Source: Primary Data

40
INTERPRETATION:

The above table shows that the classification of the different quality name. 49 % of
the respondents were using the pasteurized toned quality, 31.5% of the respondents were using
the standardized quality, and 13.5 % of the respondents were using the full cream quality and
only 6% of the respondents were using the brand full cream quality.

Majority (49%) of the respondents was using the pasteurized toned.

CHART – 4.2.7

DIFFERENT QUALITY OF BRAND USAGE

4.2.8 CONSUMPTION PERIOD OF THE RESPONDENTS

41
 TABLE – 4.2.8

CONSUMPTION PERIOD OF THE RESPONDENTS

Consumption Period No .of Respondents Percentage

Below 1 year 20 10
1year-3years 95 47.5
3years-6years 62 21
More than 6 years 23 11.5
Total 200 100

Source: Primary Data

INTERPRETATION:

The above table shows that the consumption period of the respondents. 10% of the
respondents were consumed the Aavin milk below 1 year, 47.5% of the respondents were
consumed 1 to 3 years, 21% of the respondents were consumed 3to 6 years and only 11.5% of
the respondents were consumed more than 6 years.

Majority (47.5%) of the respondents were consumed the Aavin milk 1 year to 3
years.

CHART – 4.2.8

CONSUMPTION PERIOD OF THE RESPONDENTS

42
4.2.9 QUANTITY USAGE BY THE RESPONDENTS

TABLE – 4.2.9

QUANTITY USAGE BY THE RESPONDENTS

Quantity Usage No .of Respondents Percentage

500ml 48 24
1litre 117 58.5
2litres 26 13
Above 2litres 9 1.8
Total 200 100

Source: Primary Data

43
INTERPRETATION:

The above table shows that quantity usage of the respondents. 24% of the respondents was
using the 500ml quantity per day, 58.5% of the respondents was using the1 liter quantity per
day, 13% of the respondents was using the 2 liters quantity per day and only 1.8% of the
respondents was using the above 2 liters quantity per day.

Majority (58.5%) of the respondents was using the 1 liter quantity per day.

CHART – 4.2.9

QUANTITY USAGE BY THE RESPONDENTS

4.2.10 REASONS FOR USAGE

44
 TABLE – 4.2.10

REASONS FOR USAGE

Reasons for Usage No. of the Respondents Percentage

Reasonable Price 48 24
Good Quality 89 44.5
Availability 36 18
Good Brand name 27 13.5
Total 200 100

Source: Primary data

INTERPRETATION:

The above table shows that the Reasons for Usage of the respondents.24% of the
respondents were used for reasonable price, 44.5% of the respondents were used for good
quality, 18% of the respondents were used for availability and only 13.5% of the respondents
were used for good brand name.

Majority (44.5 %) of the respondents were used for good quality of the product.

CHART – 4.2.10

REASONS FOR USAGE

45
4.2.11 PRODUCT PRICE AFFORDABLE OF THE REEPONDENTS

TABLE – 4.2.11

PRODUCT PRICE AFFORDABLE OF THE REEPONDENTS

Product price No. of Respondents percentage

Yes 142 71
No 35 17.5
No idea 23 11.5
Total 200 100

Source: Primary Data

INTERPRETATION:

The above table shows that the product price affordable of the respondents. 71% of the
respondents accepted the product prices are affordable, 17.5% of the respondents not accepted

46
the product price are affordable and 11.5% of the respondents said no idea to the product price
is affordable.

Majority (71%) of the respondents accepted the product prices are affordable.

47
CHART –

4.2.11

PRODUCT PRICE AFFORDABLE OF THE REEPONDENTS

48
4.2.12 DISTRIBUTION OF THE PRODUCT

TABLE – 4.2.12

DISTRIBUTION OF THE PRODUCT

Distribution of the
No. of Respondents Percentage
product
Door deliver 35 17.5
Milk booth 58 29
Retail shop 107 53.5
Total 200 100

Sources: Primary Data

INTERPRETATION:

The above table shows that the distribution of the product of the respondents. 17.5%
of the respondents was got the product through door delivery and 29% of the respondent milk booth
and 53.5% of the respondents was got the product from retail shop.

Majority (53.5%) of the respondents was got the product through retail shop.
4.2.12

DISTRIBUTION OF THE PRODUCT

49
CHART –

4.2.13 BRAND IS HEALTHY

TABLE – 4.2.13
BRAND IS HEALTHY

Brand No.
Is of the Percentage
Healthy Respondents

Yes 134 67

No 21 10.5

No idea 45 22.5

Total 200 100

50
Source: Primary Data INTERPRETATION:

The above table shows that the brand is healthy of the respondents. 67% of the respondents
said yes, 10.5% of the respondents said no, and 22.5% of the respondents said no idea .

Majority (67%) of the respondents said yes.

4.2.13

BRAND IS HEALTHY

51
CHART –

4.2.14 KNOWING THE BRAND

TABLE – 4.2.14

KNOWING THE BRAND

Knowing the Brand No. of Respondents Percentage

Through advertisement media 61 30.5
Through friends 129 64.5
Others 10 5
Total 200 100

52
Sources: Primary Data

INTERPRETATION:

The above table shows that the knowing about the brand of the respondents .30.5% of the
respondents knew about the brand through advertisement media,64.5% of the respondents knew
about the brand through friends, and 5% of the respondents knew about the brand through other
way.

Majority (64.5%) of the respondents know about the brand through advertisement
media.

4.2.14

KNOWING THE BRAND

4.2.15 CONTINUOUS USEAGE OF BRAND

53
CHART –

TABLE – 4.2.15

CONTINUOUS USEAGE OF BRAND

Usage of Brand No. of Respondents Percentage

Yes 138 69
No 39 19.5
No idea 23 11.5
Total 200 100

Source: Primary Data INTERPRETATION:

The above table show that the continuous usage of the brand of the respondents. 69% of the
respondents said yes, 19.5% of the respondents said no and 11.5% of the respondents said that no
idea about continuously usage of the brand.

Majority (69%) of the respondents said yes for usage of the brand.

54
 CHART – 4.2.15

CONTINUOUS USEAGE OF BRAND

4.2.16 RECOMMENDATION OF THE BRAND

TABLE – 4.2.16

RECOMMENDATION OF THE BRAND

55
 Recommendation of the No. Of the Percentage
Brand Respondents

Yes 125 62.5

No 35 17.5

No idea 40 20

Total 200 100

Source: Primary Data

INTERPRETATION:

The above table shows that the recommendation of the brand of the respondents.
62.5% of the respondents said about accepted for recommendation of the brand, 17.5% of
the respondents said not accepted recommendation of the brand to others and 20% of the
respondents said no idea .

Majority (62.5%) of the respondents said about accepted recommendation of

the brand.
CHART – 4.2.16

RECOMMENDATION OF THE BRAND

56
4.2.17 PURPOSE FOR USAGE

TABLE – 17

PURPOSE FOR USAGE

Purpose for Usage No. of the Respondents Percentage

Drinking 103 51.5

Beverage 14 7
Curd or butter milk 66 33
Other purpose 17 8.5
Total 200 100

57
Source: Primary data

INTERPRETATION:

The above table shows that the Reasons for Usage of the respondents.51.5% of the
respondents were used for drinking, 7% of the respondents were used for beverage, 33% of
the respondents were used for curd or butter milk and only 8.5% of the respondents were used
for other purpose.

Majority (57.5%) of the respondents were used for drinking. CHART

– 4.2.17

PURPOSE FOR USAGE

58
4.2.18 QUANTITY OF USAGE FOR FAMILY

TABLE – 4.2.18

QUANTITY OF USAGE FOR FAMILY

Quantity No. of .Respondents Percentage

Up to 1L 49 24.5
Above 1L & up to 2L 105 52.5
Above 2 L& up to 3L 28 14
Above 3 L 18 9
Total 200 100

Source: Primary Data

59
INTERPRITATION:

The above table shows that quantity usage of the respondents. 24.5% of the respondents
was using the up to 1L quantity, 52.5% of the respondents was using the above 1L & up to 2L
quantity,14% of the respondents was using the above 2L & up to 3L quantity and only 9% of
the respondents was using the above 3L quantity .

Majority (52.5%) of the respondents was using the above 1L & up to 2L quantity.
CHART – 4.2.18

QUANTITY OF USAGE FOR FAMILY

60
4.2.11 TYPE OF PREFRENCE

TABLE – 4.2.11

TYPE OF PREFRENCE

TYPE No. of Respondents percentage

Packed milk 177 88.5
Loose milk 27 13.5
Total 200 100

Source: Primary Data

61
INTERPRETATION:

The above table shows that the type of preference of the respondents. 88.5% of the
respondents were prefer to buy packed milk, 13.5% of the respondents were to buy loose milk.

Majority (88.5%) of the respondents were to buy packed milk.

CHART – 4.2.19

TYPE OF PREFRENCE

4.2.20 PRODUCT PRICE IN CREASES

TABLE – 4.2.20

PRODUCT PRICE IN CREASES

62
 Price increases No. of .Respondents Percentage
Change in brand 45 22.5
Change in type of milk 16 8
Decrease in purchase 74 37
Don’t do anything 65 32.5
Total 200 100

Source: Primary Data

INTERPRITATION:

The above table shows that the product price increases of the respondents. 22.5% of the
respondents were change in brand, 8 % of the respondents were change in type of milk, 37%
of the respondents were decreases in purchase, and 32.5% of the respondents were don’t do
anything.

Majority (32.5%) of the respondents were don’t do anything.

63
 CHART –

4.2.20

PRODUCT PRICE INCREASES

4.2.21 LEAKAGE OF MILK

TABLE – 4.2.21

LEAKAGE OF MILK

Leakage of milk No. of .Respondents Percentage

Never 113 56.5
Rarely 49 24.5
Occasionally 17 8.5
Frequently 21 10.5
Total 200 100

64
Source: Primary Data

INTERPRITATION:

The above table shows that the leakage of milk of the respondents. 56.5% of the respondents were
say never, 24.5% of the respondents were say rarely, 8.5% of the respondents were occasionally, and 21%
of the respondents were about the frequently .

Majority (56.5%) of the respondents were say never.

4.2.21

LEAKAGE OF MILK
 CHART –
4.2.22 LEAKAGE OF MILK

TABLE – 4.2.22
OVERALL SATISFACTION

Satisfaction Level No. of .Respondents Percentage

Highly satisfied 41 20.5
Satisfied 134 67
Neutral 17 8.5
Dissatisfied 8 4
Total 200 100

Source: Primary Data

INTERPRITATION:

The above table shows that the overall satisfaction of the respondents. 20.5% of the respondents were
highly satisfied, 67% of the respondents satisfied, 8.5% of the respondents were neutral, and 4% of the
respondents were dissatisfied about the product.

Majority (67%) of the respondents were given overall satisfaction about the product. 4.2.22

66
 OVERALL SATISFACTION

4.2.23 OVERALL BRAND RANKING

TABLE-4.2.23

OVERALL BRAND RANKING

No. of
Mark Percentage
Respondents

1 8 4
2 15 7.5
3 36 18
4 69 34.5
5 72 36
TOTAL 200 100
 CHART –

67

Source: Primary Data

INTERPRITATION:

The above table shows that the overall brand ranking of the respondents. 4% of the respondents were
Rank 1, 7.5% of the respondents were Rank 2, 18 % of the respondents were Rank 3, 34.5 percent of the
respondents were Rank 4, and 36% of the respondents were Rank 5 in this brand.

Majority (34.5%) of the respondents were given ranking 4 about this product.

68
CHART-4.2.23

OVERALL BRAND RANKING

70
4.3.1 WEIGHTED AVERAGE METHOD

TABLE-4.3.1

OPINION ABOUT AAVIN MILK

Factors 5 4 3 2 1 TOTAL RANK

Hygienic 170 172 126 70 46 584 II

Capacity 175 128 120 100 43 566 IV

Balanced nutritive 155 144 50 V

92 96 537
value(Quality)

Price 135 180 135 78 44 572 III

Availability 270 288 78 62 17 715 I

Source: Primary Data

INTERPRITATION:

It is observed that from the above analysis consumers opinion of Aavin milk product, the first
rank was by “Availability”, the second rank was by “Hygienic”, the third rank was by

“price”, the fourth rank was by “capacity”, the last fifth rank was by “balanced nutritive value”.

Majority of the respondents “Availability” has scored the first rank to the opinion of
Aavin milk product.

71
 CHAPTER-5
FINDING, SUGGESTIONS AND CONCLUSION

5.1 FINDING

➢ Majority of the respondents (42.5%) belonged to the age group 40-50 years.

➢ Majority (76.5%) of the respondents are female.

➢ Majority (48.5%) of the respondents were Profession.

➢ Majority (63%) of the respondents got ‘Married’.

➢ Majority ( 47.5%) of the respondents earned monthly income was Rs.10000 -

15000.

➢ Majority (80%) of the respondents was using aavin brand of the milk.

➢ Majority (49%) of the respondents was using the pasteurized toned.

➢ Majority (47.5%) of the respondents were consumed the Aavin milk 1 year to 3 years.

➢ Majority (58.5%) of the respondents was using the 1 liter quantity per day.

➢ Majority (44.5 %) of the respondents were used for good quality of the product.

➢ Majority (71%) of the respondents accepted the product prices are affordable.

➢ Majority (53.5%) of the respondents was got the product through retail shop.

➢ Majority (67%) of the respondents said yes.

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➢ Majority (64.5%) of the respondents know about the brand through advertisement
media.

➢ Majority (69%) of the respondents said yes for usage of the brand.
➢ Majority (62.5%) of the respondents said about accepted recommendation of the
brand.

➢ Majority (57.5%) of the respondents were used for drinking.

➢ Majority (52.5%) of the respondents was using the above 1L & up to 2L quantity.

➢ Majority (88.5%) of the respondents were to buy packed milk.

➢ Majority (32.5%) of the respondents were don’t do anything

➢ Majority (56.5%) of the respondents were say never.

➢ Majority (67%) of the respondents were given overall satisfaction about the product.

➢ Majority (34.5%) of the respondents were given ranking 4 about this product.

➢ Majority of the respondents “Availability” has scored the first rank to the opinion of
Aavin milk product.

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5.2 SUGGESTION

➢ Out of the 200 respondents, majority of the people using thick quality of Aavin milk in
their day to day life. Therefore, the producer more concentrates with producing thick
quality of the Aavin milk to compare the other quality.

➢ All the consumers have wanted more awareness about Aavin products, they are educated
or uneducated. The company may improve promotional activities, it establishes their
brand among consumers, it induces sale and build image of Aavin.

➢ Some of the retailer has selling expiry date product. It is affect the children’s health so
the Govt. should take necessary steps to avoid such things.

➢ Many respondents are satisfied the quality of milk and milk products. Many respondents
opinion that the price of the Aavin products is high compare to other brands. They expect
the reduction of price of product. If Aavin Company may reduce the price of products
where create a positive word-of-mouth communication that improves results of sale.

➢ The Aavin make effort to satisfy all their consumers. It may provide extra taste, easy
availability, and perishability of the products, festival offers and free gift coupons while
the consumers purchase the Aavin products.

➢ Majority of the respondents give positive feedback about the product. So, the Govt. must
maintain the same level.

➢ Distribution of Aavin milk was also extended to rural and all areas.

➢ The milk companies should create brand awareness with the help of mass advertising
media, because advertisements are a major source of information for the consumers who
come to know of the products through advertisements.

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5.3 CONCLUSION

The researcher has able to conduct this study in the city of Coimbatore, India and deduced
the results to this area to know the dimensions of customer satisfaction among the customers of
Aavin milk and found that this company has a good reputation among the customers so it can be
extended to supply other areas of India also. The consumers has reposed confidence on the brand
name of Aavin since they are satisfied with the quality, price, awareness and happy with the addition
of Vitamin A in this milk as this company cares about the health of the consumers. But from point
of Marketing aspect, the company is still need to increase the level of advertisement so as to expand
its sales across other areas of India. This company needs to increase its number of outlets to reach
more consumers in different areas. The future researchers can conduct similar research in other areas
in India and cite this piece of research in their research papers so as to increase the brand awareness
of this company.

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 BIBLOGRAPHY

REFERENCE BOOKS

➢ Nieurawski, Lech (2006), Determinants of Customer Satisfaction on the Markets of

Selected Dairy Products: Polish Journal of Food and Nutrition Sciences; 2006, Vol.
15/56, SI 1, pp. 155–160

➢ Gilaninial Shahram; Mohmmad Taleghani, Mohammad Reza Khorshidi Talemi (2013).

" Investigating the Impact of Service Quality in Distribution System on Customer
Satisfaction" Singaporean Journal Of Business Economics, and Management Studies
Vol.2, no.1, 2013

➢ Gupta, Kriti Bardhan (2009), Consumer Behavior for Food Products in India: 19th
Annual World Symposium, International Food & Agribusiness Management Association
report. National Dairy Development Board Annual report, 2011-12.

➢ Gupta, Arpita (2011), Report on Identifying Factors Behind Decreasing Market Share
and Study of Consumer Behavior: PGDM report.

➢ D. Ashok, Abhay Prakash Sriwastwa (2012), Product Innovation And Its Influence on
Consumer Purchasing Pattern – a study on packaged dairy products in Bettiah: IOSR
Journal of Business and Management (IOSRJBM) ISSN: 2278-487X Volume 1, Issue 1
(May-June 2012), PP 22-28. Government of India, Ministry of Agriculture, Annual
Report 2012- 13,,Department of Animal Husbandry, Dairying and Fisheries.

➢ Parekh, J. V. (2006), "Milky Ways", Times Food Processing Journal, Oct. - Nov. Prasad,
M. V. Rama (2006), "Dairy Products: Consumer Preferences - A Limited Survey of
Vishakhapatnam", Journal of Marketing & Communication, Vol. 2, Iss. 2, Sep. - Dec.,
pp. 63-71.

➢ Sharma and Prabhakar. (2000). “Marketing of Milk- An Opinion Survey of Consumer

Perceptions, Rajahmundry, AP”. Indian Journal of Marketing, VolPp: 10-13.

➢ Shanthi, S. (1987), "A Study on Consumer Preference for Aavin Milk and Milk
Products", Project Report, PG Diploma in Business Management, Lajpat Raj Institute of
Management, Madras.

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 ➢ Sridharan, K.N. (1991)," A Study on Consumer Preference for Aavin Milk and Milk
Products", Project Report, PG Diploma in Marketing Management, University of Madras,
Madras.

➢ Thiagarajan, S. (1999), " Marketing of AAVIN Milk in Madurai", Indian Journal of

Agricultural Marketing, 13 (2): 37.

➢ Nagaphani, L. (1998),"A Study on the Marketing Aspects with Special Reference to

Coimbatore District Co-operative Milk Producers' Union Limited", Project Report,
Madurai Kamaraj University.

➢ Naveen Venkata Prasanna, S. (2003) "A Study on Customer Satisfaction Rate Towards
Aavin Milk in Coimbatore", Project Report, Master of Business Administration, GRD
Institute of Management, Coimbatore.

➢ Riyaz Mohammed, (2003) "A Study on Comparison of Aavin, Arokya and Sakthi Milk
with Special Reference to Coimbatore City", Project Report, Bachelor of Business
Management, GRD Institute of Management, Coimbatore.

➢ Rubaina, (2010) “A study on customers preference towards dairy products”, April.

➢ N. Elangovan, M. Gomatheeswaran, (2015) “A study on consumer behaviour towards

various brands of milk and milk products with special reference to Thudiyalur town at
Coimbatore district in Tamil Nadu”,International Journal of Multidisciplinary Research
and Development,Volume: 2, Issue: 4, April.

➢ C. Jothi Mary, (2013) “A Study on Consumer Behaviour of Aavin Milk in Bhel

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Management Studies, Volume 1, Issue 4,September.

WEBSITES

1. www.aavinmilk.com
2. www.agritech.tnau.ac.in
3. www.nddb.org
4. www.dairytechindia.in
5. www.wikipedia.com
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A STUDY ON CONSUMER SATISFICATION ON AAVIN MILK PRODUCT
IN COIMBATORE

1. Name:

2. Age:

(a) Below -30 (b) 30-40 (c) 40-50 (d) 50 and above

3. Gender of the respondent:

(a) Male (b) Female

4. Occupation of the respondent:

(a) Farmer (b) Government employee

(c) Private employee (d) professional

5. Marital status of the respondent:

(a) Married (b) Unmarried

6. Monthly income of the respondent:

(a) Below-10000 (b) 10000-15000 (c) 15000-20000 (d) 20000 and above

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7. Which brand of milk are you using?
(a) Arokya (b) Aavin

(c) Aroma (d) Kavin

8. Which brand using in AAVIN MILK?

(a) Pasteurized toned (b) Standardized

(c) Full cream (d) Double toned.

9. Brand consumption period?

(a) Below 1year (b) 1year-3year

(b) (c) 3year-5year (d) More than 5year

10. Quantity consumption per day?

(a) 500ml (b) 1liter (b) (c) 2 liter (d) above 2 liters

11. What is the reason for using this brand?

(a) Price (b) Quality (b) (c) Availability (d) Brand name

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12. Dose the price of brand is affordable?

(a) Yes (b) No

(c) No idea

13. Distribution of the AAVIN MILK?

(a) Door delivery (b) Milk booth

(c) Retail shop

14. Dose the brand is healthy?

(a) Yes (b) No

(c) No idea

If yes please mention …………………..

15. How you know about the brand?

(a) Through advertisement media (b) Through friendly

(c) Others

16. Will you continue the brand in future?

(a) Yes (b) No

(c) No idea
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17. Do you recommend AAVIN brand to other people?

(a) Yes (b) No

If yes please mention …………………..

18. For what purpose you are using Aavin milk?

(a) Drinking (b) Beverage

(c) Curd or Butter milk (d) other purpose (for taking butter/ghee)

19. How many liters of AAVIN MILK you are buying for your family daily?

(a) Up to 1 (b) Above 1 and up to 2

(c) Above 2 and up to3 (d) above 3

20. In what type you prefer to buy?

(a) Packed milk (b) Loose milk

21. What do you do when price increases?

(a) Change in brand (b) Change in type of milk

(c) Decrease in purchase of amount of milk (d) Don’t do anything

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22. Is there any leakage of milk?

(a) Never (b) Rarely

(c) Occasionally (d) Frequently

23. Overall satisfaction of the brand?

(a) Highly satisfied (b) satisfied

(c) Neutral (d) Dissatisfied

24. How many marks will you give this brand out of 5?

(a) 1 (b) 2 (c) 3

(d) 4 (e) 5

25. What is your opinion about AAVIN MILK products? (Rank Them 1 to 5)

S.NO FACTORS RANK

1. Hygienic

2. Capacity

3. Balanced nutritive
value(Quality)

4. Price

5. Availability

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