CHAPTER 1

INTRODUCTION

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1.1 INTRODUCTION

Marketing is the process of identifying consumer needs and preference, developing

Suitable products, fixing the prices, physical distribution sales promotion

advertisement etc. Today, Marketing is not considered as a mere physical process or

set or activities connected with exchange of goods and services. It represents a

distinct philosophy of business that has emerged over the recent years. According to

this view "the purpose of a business to create a customer”

The first dairy co-operative society started in Denmark in the year 1882. Co-

operative dairying occupies a prominent pace on the cooperative system of

Denmark. A co-operative dairy consist of a number of milk producers associated to

process and dispose Dairy is also an additional source of income to the farmers .

The small farmers can specially benefit from this industry.

1.2 STATEMENT OF PROBLEM

Milma is a cooperative organisation owned by the farmers of Kerala and built on

Ananth Pattern of Gujarath. ln Kerala the dairy farmers give milks to the

cooperative societies which collect the milk for Kerala cooperative milk marketing

Federation Ltd. They market this collected milk in the brand name of Milma. The

dairy industry in India is not free from problems. The per capital availability of

milk is around 246 grams per day, as against the world average of 285 grams also,

only 40% of the human products, which is also rather low .A major part of the milk

production is treated through unorganized vendors. Only about15-16% of the total

milk get in to the organized marketing channels. The farmers face various

difficulties in dairy farming and the society face the problem of proper marketing of

Milma difficulties. This sector also faces a lot of problem like insufficient process,
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heavy lost in dairying, huge losses due to death of cattle etc.In such scenario, the

research has attempted to study these problems and end out such solutions

1.3 OBJECTIVES OF THE STUDY

1.3.1 To know the customer satisfaction towards milma products

1.3.2 To know the preference level of respondent milma products

1.4 RESEARCH METHODOLOGY

The research methodology adopted here carry out the study is mainly designed as

an empirical work based on both secondary data primary data obtained through pre-

tested questionnaire, direct personal interviews of selected persons.

1.4.1 Research design

The research design of the present study is descriptive in nature.

1.4.2 Source of data

Primary data

The source of this research is primary data. The data for the study was collected from
the students by using a Google form questionnaire

Secondary data

This study made use of the secondary data from various sources like

 Text books

 Magazines

 Internet

 Company profile

1.4.3 Sampling method

Convenience sampling method is used in this research study.Convenient sampling is a

Non Random sample technique.

1.4.4 Sampling size

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The study is conducted on the products of Ottapalam Milma Parlour. The marketing

techniques of their products is analyzed hrough 56 customers. So the sample size

here is 56.

1.4.5 Tools for data analysis

 Bar diagram

1.5 LIMITATION OF THE STUDY

1.5.1 The main limitation of the study was time factor .

1.5.2 The study is mainly based on primary sources of data and secondary source was

also used. All limitations of using the primary data and secondary data are also

applicable here.

1.5.3 The total number of customers included in the study is limiting to 60.

The research inadequacy of experience also might have influenced the study to

an extent.

1.5.4 Attitude of the respondents is also a limitation

1.6 CHAPTER DESIGN

1. The first chapter of the research study deals with the introduction and research

methodology.

2.The second chapter presents the review of literature.

3. Theoretical framework is displayed in the third chapter .

4. In the fourth chapter , the analysis and interpretation of the data collected is shown.

5. The fifth chapter shares the findings, suggestions and the conclusion of the research
study

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 CHAPTER 2

REVIEW OF LITERATURE

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2.1 Sharath joseph (2016)

A study the performance of MILMA in terms of its market share, satisfaction level
of customers and dealers, customer loyalty, awareness of customers about the
homogenisation technique and to determine the factors affecting the market share of
MILMA. The name also signifies the vast organization Kerala Co-operative
Milk .Marketing Federation (KCMMF) whose units are spread across the villages and
towns of the Kerala. MILMA Provides job.opportunities and prosperity to a large
number of small farmers, which includes women and the landless. KCMMF
was.established in 1980 with its headquarters located in Thiruvananthapuram. It was
initially set-up for the successful.implementation of the diary program „Operation
Flood‟ under the direction of NDDB (National Diary Development Board).The brand
MILMA stands for milk and a whole variety of milk products which enjoys the
confidence of every.Keralite for their unmatched quality and taste. MILMA Provides
job opportunities and prosperity to a large number of small farmers, which includes
women and the landless.MILMA products are ensured balanced nutrition as well as
reduced cost of healthcare Apart from Milk, they also launched a variety of other
beverages. Founded on the basis of the great democratic principle „Of the People, By
the People and For the People‟. The primary concern of MILMA is to provide true
and hassle free service to society without incurring losses.

2.2 LibinGeevarghese (2024)

R A study that follows focuses on how the buying choices of customers might affect
the goods that Milma markets .The study was able to determine that there
is no correlation between income and the cost of purchasing Milma
goods, and the investigation was able to shed light on several ways in which the firm
may increase its hold on the market. The present study is confined to consumer
buying behavior towards Milma products at pathiyoor village in Alappuzha. It
basically focuses on the factors affecting the buying habit of consumerswhich
include price, availability, contents,the popularity of the product, quality, taste etc..
that determines the brand of milk and diaryproducts they use
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2.3 D Vineesh, SP Anbuudayasankar, MS Narassima (2018)

A study aims to investigate the consumers' satisfaction towards dairy products so as to

provide useful information for the manufacturers which would serve as useful inputs
for enriching the quality of products delivered.The study involved consumers of dairy
products from various demographical backgrounds across South India. A minor
proportion of people (15.64%) were unsatisfied with the quality of service provided,
which is another issue to be addressed to eliminate the sense of dissatisfaction in the
minds of consumers.To be market led, an organization has to be customer driven. If
each individual customer spends more time with an organization than its competitors
then the market share of the organization will also be increased. There are many
factors that influence the customer satisfaction level such as product quality,
Packaging, Branding, Delivery,Etc…This thinking of customers should be changed by
creating awareness among the customers by means of videos or an industry visit
during occasions like National Milk Day on 26th November (celebrated in India on
the birth anniversary of Dr. Verghese Kurien, the Father of White Revolution). Also,
customers must be made aware of the ease of acquiring packaged milk.By proper
forecasting, the sales and thus the timely delivery of products at the right place and
the right time can be achieved, which would, in turn, increase the level of satisfaction.

2.4 Gupta S & Singh S.A (2018)

study Customer Attitude towards Dairy Products.Research has shown that customer
attitude plays a crucial role in determining their purchasing behavior (Kotler & Keller,
2016). In the context of dairy products, customer attitude is influenced by various
factors such as quality, price, promotion, and packaging (Srivastava & Katiyar, 2014).

2.5 Kumar S Singh S & Sharma R (2017)

A study on Price Sensitivity and Customer Attitude Price is another important factor
that affects customer attitude towards dairy products. Research by Singh and Sharma

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(2015) revealed that customers are price-sensitive when it comes to dairy products,
and a slight increase in price can lead to a significant decrease in demand.

2.6 Ashna Dev (2020)

“A Study on the Consumer Preference Towards Milma and Amul Products” by

Ashna Dev, published in 2020, provides an in-depth analysis of consumer behavior
and preferences regarding two prominent dairy brands in India: Milma and Amul. By
employing a mixed-methods approach, the research integrates primary data collected
through surveys and interviews with secondary data from existing literature. The
study explores various factors that influence consumer choices, including product
quality, pricing, availability, and brand loyalty. Findings suggest that consumers
associate Amul with a broader product range and national brand reputation, while
Milma is preferred for its localized focus and perceived freshness. Additionally, the
study highlights how regional preferences and marketing strategies impact consumer
satisfaction and brand perception. These insights are valuable for both companies in
refining their strategies to meet evolving consumer demands in a competitive market.

2.7 MP John, PK Manoj (2013)

A study titled “Marketing Strategies for Cattle Feed Products in Kerala: An Empirical
Study” by M.P. John and P.K. Manoj, published in 2013, provides an in-depth analysis
of the cattle feed market in Kerala, which has undergone significant changes due to
evolving agricultural practices. The research examines the transition of this sector
from traditional and fragmented approaches to a more organized industry marked by
modern manufacturing and branding. With increasing urbanization and the decline in
grazing land, the adoption of high-yield cattle breeds requiring specialized nutritional
support has boosted demand for branded and packaged cattle feed among rural
farmers.The study is based on extensive primary data collected through surveys of 400
dairy farmers and 100 cattle feed dealers across Kerala’s northern, central, and
southern regions, complemented by secondary data from government reports and
industry publications. Findings reveal a promising future for the cattle feed market,

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with 59.25% of farmers anticipating growth in livestock populations and 57.5%
already incorporating branded feed into their feeding practices. Key factors driving
purchasing decisions include price, convenience, product availability, and quality,
with 56% of farmers seeking advice from veterinarians on feed selection.The study
emphasizes the need for targeted marketing strategies to address the diverse needs of
Kerala’s dairy farmers. Recommendations include appointing district-level sole
selling agents to streamline distribution, offering promotional schemes to attract and
retain customers, and improving the availability of products in rural areas. The
research provides valuable insights for stakeholders aiming to expand their market
share while meeting the nutritional demands of the dairy sector in Kerala.

2.8 Vinod Kumar Rai, RS Rai, Ashok Sharma (2024)

A study titled “A Systematic Review of the Relationship between Service Quality,

Customer Satisfaction, and Brand Loyalty with Special Reference to Selected Dairy
Companies in Delhi NCR” by Vinod Kumar Rai, R.S. Rai, and Ashok Sharma,
published in Pacific Business Review International (Volume 16, Issue 11, 2024),
explores the interconnected dynamics of service quality, customer satisfaction, and
brand loyalty within the dairy industry of Delhi NCR. This systematic review focuses
on evaluating how service quality impacts customer satisfaction and, subsequently,
how satisfaction drives brand loyalty among consumers of leading dairy
companies.The research adopts a multi-dimensional framework, analyzing various
aspects of service quality, such as reliability, responsiveness, and product quality, in
conjunction with customer feedback and brand perceptions. By synthesizing primary
and secondary data sources, the study identifies patterns that highlight the critical role
of consistent service quality in fostering customer trust and loyalty. Findings reveal
that companies providing superior service quality experience higher levels of
customer satisfaction, which translates into repeat purchases and strong brand
advocacy.The study also emphasizes the significance of innovative strategies, such as
personalized customer experiences and robust supply chain management, in
strengthening consumer loyalty. Dairy companies in Delhi NCR are urged to invest in
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technological upgrades, enhance distribution efficiency, and maintain stringent quality
control measures to remain competitive in a highly dynamic market. This research
offers valuable insights for stakeholders aiming to optimize their service delivery and
build enduring brand loyalty in the dairy sector.

2.9 D Vineesh, SP Anbuudayasankar, MS Narassima (2018)

A study titled “Enhancing Dairy Manufacturing through Customer Feedback: A

Statistical Approach” by D. Vineesh, S.P. Anbuudayasankar, and M.S. Narassima,
published in the IOP Conference Series: Materials Science and Engineering (Volume
310, 2018), explores the critical role of customer feedback in driving quality
improvements within the dairy manufacturing sector. The research focuses on
understanding consumer satisfaction levels and identifying key areas where
manufacturers can enhance their products and services.Data for the study were
collected through structured questionnaires targeting a diverse consumer base in
South India. These questionnaires focused on various aspects of product quality and
service delivery, such as the sensory attributes of packaged milk (taste, odor, and fat
content) and the efficiency of customer service. The responses were analyzed using a
statistical approach, enabling the authors to develop a customer satisfaction model.
This model was validated through tests for reliability, construct validity, and the
interdependence of satisfaction-related constructs.The findings of the study reveal
critical areas for improvement, particularly regarding fat content, taste, and odor,
which were among the most significant concerns expressed by consumers.
Additionally, 15.64% of respondents reported dissatisfaction with the service quality
offered by dairy manufacturers, highlighting the need for better customer support and
streamlined service processes. The study concludes that by systematically addressing
these issues, dairy manufacturers can enhance consumer satisfaction, strengthen brand
loyalty, and improve overall operational efficiency. This research provides actionable
insights for the dairy industry to align product offerings more closely with consumer
expectations.

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2.10 SR Shyam Suraj (2023)

A study highlights Kerala’s unique dairy landscape, characterized by smallholder

farmers and cooperative societies playing a pivotal role in milk production and
distribution. It explores how the integration of modern technology and entrepreneurial
practices is transforming traditional dairy operations into profitable ventures. Key
aspects covered include financial support systems, supply chain mechanisms, value
addition processes, and marketing strategies adopted by dairy entrepreneurs. The
research also evaluates the impact of government initiatives, such as subsidies and
training programs, on enhancing the capabilities of small-scale dairy
operators.Findings indicate that while Kerala has a robust cooperative framework
supporting the dairy sector, challenges like high production costs, limited access to
advanced technology, and competition from larger dairy brands hinder growth. The
study identifies opportunities for improving the ecosystem through strategic
investments in infrastructure, digital platforms for market access, and skill
development programs tailored for dairy entrepreneurs. By fostering an environment
that encourages innovation and collaboration, the dairy entrepreneurial ecosystem in
Kerala can achieve greater efficiency and sustainability, benefiting both producers
and consumers.

2.11 Brajesh Kumar, Mintu Gogoi (2009)

A study adopts a case study methodology, collecting primary data through surveys
distributed among a diverse sample of Purabi consumers in Guwahati. It evaluates key
factors influencing consumer perceptions, such as product quality, packaging, pricing,
and distribution networks. The research also explores the role of branding and
advertising in shaping consumer preferences for Purabi products.Findings indicate
that Purabi enjoys a strong brand presence in the local market, with consumers
expressing high satisfaction levels regarding product quality and reliability. However,
the study identifies certain challenges, including limited availability in some areas and

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occasional supply chain disruptions, which affect customer convenience. Additionally,
consumers suggested improvements in packaging and expressed a desire for greater
product variety.The study concludes that while Purabi has established a loyal
customer base, there is significant scope for enhancing brand performance by
addressing logistical challenges and introducing innovative marketing strategies.
These insights are valuable for stakeholders aiming to strengthen Purabi’s position in
the competitive dairy market of Guwahati.

2.12 L Ramesh, S Poornima (2016)

The study titled “Consumer Brand Preference Towards Pasteurized Packaged Milk in
Gudalur Town” by L. Ramesh and S. Poornima, published in the CLEAR
International Journal of Research in Commerce & Management (Volume 7, Issue 11,
2016), explores the factors influencing consumer preferences for different brands of
pasteurized packaged milk in Gudalur, Tamil Nadu. The research aims to identify key
determinants of brand choice and analyze consumer behavior in the context of a
growing demand for hygienically processed and conveniently packaged milk
products.Using a survey-based approach, the study collected primary data from a
diverse group of respondents in Gudalur town. The analysis focuses on parameters
such as product quality, pricing, availability, packaging, and promotional strategies
employed by competing brands. The research also investigates consumer awareness
regarding the benefits of pasteurized milk and their trust in specific brands.The
findings reveal that quality and freshness are the most significant factors driving
brand preference, followed closely by price and availability. Consumers in Gudalur
show a strong inclination towards brands that consistently deliver high-quality
products with convenient packaging. However, the study also highlights challenges
such as limited brand awareness among rural consumers and occasional
inconsistencies in supply chains, which can negatively impact customer loyalty.The
study concludes by emphasizing the importance of targeted marketing efforts and
educational campaigns to raise awareness about the advantages of pasteurized milk.
Additionally, improving distribution networks and ensuring consistent product
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availability are identified as crucial steps for brands to strengthen their market
position in Gudalur. These insights provide valuable guidance for stakeholders in the
dairy industry seeking to enhance consumer satisfaction and loyalty.

2.13 Venkatesa Palanichamy N, Aruna Prabha S (2024)

A study employs a mixed-methods approach, utilizing structured questionnaires to

gather primary data from consumers across different demographic groups in Erode
District. Key variables analyzed include product quality, pricing, brand reputation,
packaging, convenience, and health consciousness. The authors also examine the
influence of advertising and promotional campaigns on consumer decision-making
processes.Findings reveal that product quality and freshness are the most critical
factors influencing purchase intentions, followed by brand trust and affordability.
Health-conscious consumers exhibit a stronger preference for brands emphasizing
nutritional value and safety certifications. The study also highlights the role of
packaging design and convenience in enhancing the perceived value of packaged milk.
However, challenges such as price sensitivity and limited brand differentiation remain
significant barriers for marketers.The authors conclude by recommending targeted
marketing strategies to address consumer priorities, such as highlighting quality
certifications, offering competitive pricing, and introducing innovative packaging
solutions. The study provides valuable insights for dairy companies aiming to
strengthen their market presence in Erode District by aligning their product offerings
with evolving consumer expectations.

2.14 Sivaram M Sunilkumar, PK Dixit (2016)

A study esearch employs logistic regression analysis to identify and quantify the
impact of socio-economic, demographic, and product-specific factors on consumer
choices.Data were collected through a structured survey of households across
different income groups, age brackets, and cultural backgrounds in Bengaluru. The
study examines variables such as household income, price sensitivity, brand loyalty,
health consciousness, and traditional dietary preferences. It also considers the
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influence of promotional activities and the perceived quality of branded versus
unbranded ghee.The findings reveal that household income and traditional culinary
practices are the most significant determinants of ghee consumption. Higher-income
groups exhibit a stronger preference for branded ghee due to its perceived quality and
packaging, while lower-income groups are more inclined toward unbranded, locally
available options. Health consciousness, influenced by growing awareness of dietary
fats, also plays a critical role, particularly among urban consumers. Price sensitivity
and promotional campaigns further impact purchasing decisions, with discounts and
offers being effective in influencing consumer behavior.The study concludes by
suggesting that marketers focus on promoting the nutritional benefits of ghee while
maintaining competitive pricing strategies to appeal to diverse consumer segments.
Additionally, leveraging cultural narratives and traditional values in advertising can
enhance brand resonance in the Bengaluru market. The research provides actionable
insights for ghee manufacturers and retailers to optimize their market strategies and
cater to evolving consumer demands.

2.15 Greeni T Thankachan, Molly Joseph (2019)

A study research focuses on understanding how demographic, socio-economic, and

external influences drive preferences for ice cream products in a competitive and
evolving market.Using a survey-based approach, the study gathered primary data
from a wide cross-section of consumers in Bengaluru. The analysis centered on
critical variables such as age, income level, gender, lifestyle habits, and brand
perception. Additionally, product-specific factors like flavor variety, texture, pricing,
packaging, and nutritional value were examined. The role of advertising, promotional
schemes, and seasonal variations was also explored to assess their impact on
consumer behavior.The findings highlight age and income as the primary
determinants of ice cream consumption. Younger consumers, particularly those aged
15–25, exhibit the highest frequency of consumption, driven by peer influence and a
preference for innovative and varied flavors. Income levels significantly influence
brand choices, with higher-income groups favoring premium brands for their
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perceived quality and unique offerings, while budget-conscious consumers lean
toward affordable local options. Gender-specific preferences are also noted, with
women showing greater interest in low-fat, sugar-free, and health-oriented variants.
Seasonal trends, especially during summer, amplify overall demand, and promotional
campaigns effectively boost sales across demographic groups.The study concludes
with actionable recommendations for manufacturers and marketers. It suggests
targeting younger audiences with creative flavors and innovative packaging while also
addressing health-conscious segments through low-calorie and sugar-free options.
Premium offerings with unique features can attract affluent customers, while
affordable options can appeal to price-sensitive consumers. Strategic marketing
efforts, including seasonal promotions and advertising, are identified as critical to
expanding market share in Bengaluru. This research provides valuable insights for
stakeholders looking to navigate consumer preferences in the dynamic ice cream
market.

2.16 Sharath Joseph, A Seema (2016)

A Study on Improving the Market Share of Milma Milk With Special Reference to
Customer Satisfaction and Dealer Satisfaction, Kerala provides a comprehensive
analysis of the factors that contribute to Milma’s market success. The findings
highlight that both customer satisfaction and dealer satisfaction are crucial in driving
the brand’s growth. Milma’s ability to maintain high product quality, ensure
competitive pricing, and deliver attractive packaging has built strong customer loyalty.
Furthermore, the study underscores the importance of dealer relationships, noting that
support, profitability, and product diversity are key factors that influence dealer
satisfaction and, consequently, the brand’s market reach.The study’s
recommendations such as diversifying the product range, enhancing distribution
channels, offering dealer incentives, and introducing customer loyalty programs are
aimed at strengthening Milma’s position in the competitive dairy market. By
addressing these areas, Milma can continue to meet evolving consumer demands,
expand its market presence, and enhance both customer and dealer satisfaction,

15
ultimately improving its market share and sustaining long-term success. The research
highlights that Milma’s ability to adapt to market dynamics while maintaining its core
values of quality and affordability will be essential for its continued dominance in the
Kerala dairy industry.

2.17 Varsha Bikkumalla, Bhanwal Krish, Zaker Ul Oman (2024)

A Study on Consumer Satisfaction on Masqati Dairy Products by Varsha Bikkumalla,
Bhanwal Krish, and Zaker Ul Oman, published in the Involvement International
Journal of Business in 2024, offers a comprehensive analysis of consumer satisfaction
regarding Masqati Dairy Products. The research primarily focuses on understanding
the factors that contribute to consumer satisfaction and loyalty toward the brand. One
of the key findings of the study is that Masqati Dairy Products are highly regarded for
their quality and taste, with 61.7% of the respondents expressing satisfaction in these
areas. This suggests that the brand has successfully established itself as a reliable
option for consumers seeking quality dairy products.In addition to product quality, the
study highlights the significance of packaging and pricing in shaping consumer
satisfaction. Many consumers expressed appreciation for the attractive packaging,
which not only enhances the product’s appeal but also maintains its freshness. Pricing
was also identified as a crucial factor, with many respondents stating that Masqati’s
products offer good value for money. This finding indicates that the brand’s ability to
balance quality and affordability plays a significant role in consumer preference.The
research further reveals that Masqati has managed to position itself ahead of other
dairy brands like Amul in terms of consumer preference, with 61.7% of respondents
favoring Masqati over its competitors. This indicates a strong brand loyalty and
preference, likely driven by the perceived superior quality and customer
satisfaction.In conclusion, the study asserts that Masqati Dairy Products largely meet
consumer expectations, especially in the areas of quality and taste. However, to
further improve consumer satisfaction, the study recommends that Masqati focus on
refining its packaging and pricing strategies. Additionally, expanding its product
range to cater to diverse consumer preferences could help the brand attract a broader

16
customer base and strengthen its position in the competitive dairy market. By
addressing these areas, Masqati has the potential to further enhance customer loyalty
and secure long-term growth in the industry.

2.18 Kameswara Rao Poranki (2015)

The study “The Dimensions of Customer Satisfaction of Aavin Milk in Hyderabad,
India” by Kameswara Rao Poranki (2015) explores various factors that influence
customer satisfaction with Aavin Milk, a prominent dairy brand in Hyderabad. The
research identifies several key dimensions, including product quality, brand
awareness, brand influence, and brand preference. The study emphasizes that
customer satisfaction is deeply intertwined with brand recognition. When consumers
are aware of the brand and trust its reputation, their satisfaction levels tend to increase.
The research suggests that Aavin’s strong brand presence and its consistent delivery
of quality products significantly contribute to positive customer perceptions.The
findings of the study reveal that product quality is one of the most important drivers
of customer satisfaction, with consumers expressing high trust in the brand. This trust
is essential for cultivating brand loyalty and repeat purchases. Furthermore, the study
suggests that Aavin Milk has successfully built a loyal customer base in Hyderabad,
with opportunities to expand its market reach to other regions of India. By focusing
on enhancing brand awareness and maintaining high standards of product quality,
Aavin Milk can continue to satisfy its customers and solidify its position in the
competitive dairy market. Overall, the research highlights that strengthening brand
equity is key to fostering long-term customer satisfaction and business growth.

2.19 Alireza Shirani, Habibollah Danaei, Anahita Shirvani (2014)

“A Study on Different Factors Influencing Customer Satisfaction on Industrial Market”
by Alireza Shirani, Habibollah Danaei, and Anahita Shirvani (2014) explores various
factors that impact customer satisfaction within the industrial market, particularly
focusing on the dairy industry. The researchers developed a conceptual model to
assess the influence of factors like price, product quality, distribution, communication,
trust, and responsiveness on customer satisfaction. Using a questionnaire distributed
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to managers of Pegah, a dairy producer in Esfahan, Iran, the study sought to identify
how each of these factors contributes to overall customer satisfaction. By applying
regression analysis, the study found that product quality and trust had the most
significant positive impact, indicating that consumers are highly influenced by the
reliability and performance of the products they purchase.The study’s findings also
highlighted the less pronounced influence of factors like communication and
responsiveness on customer satisfaction. While these factors are important, their
effect was not as strong as product quality and trust. This insight suggests that
companies in the industrial market, including dairy producers, should prioritize
improving product quality and building consumer trust to enhance customer
satisfaction. The research emphasizes that a solid reputation for delivering
high-quality products and fostering trust is critical to maintaining competitive
advantage and customer loyalty in the industrial market. By understanding these
dynamics, companies can tailor their strategies to focus on the most impactful areas to
improve customer satisfaction and long-term success.

2.20 Navjot Singh, Sultan Singh (2024)

The study “Measuring the Level of Customer Satisfaction: A Study on the Various
Dairy Brands” by Navjot Singh and Sultan Singh (2024) examines the factors that
drive customer satisfaction in India’s dairy industry. The research identifies product
quality, pricing, availability, and brand reputation as the primary factors that influence
consumer satisfaction. Consumers are more likely to choose dairy brands that
consistently deliver fresh, high-quality products at competitive prices. Additionally, a
strong brand reputation further strengthens customer trust and loyalty, influencing
their purchasing decisions.Availability and consistent supply are also crucial aspects
for maintaining customer satisfaction in the dairy sector. Consumers expect to find
their preferred products easily and without disruptions, making reliable distribution
channels an important factor. The study highlights the significance of understanding
consumer preferences and aligning marketing strategies to meet these demands. Dairy
brands that focus on quality, competitive pricing, and accessibility can not only

18
increase customer satisfaction but also build a loyal consumer base, ensuring
long-term success in a competitive market.

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 CHAPTER 3

THEORETICAL FRAMEWORK

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3.1 DEFINITION OF MILMA PRODUCTS

Customer attitude towards a brand is shaped by various factors, including product

quality, pricing, availability, packaging, and overall brand perception. Milma, the
Kerala Co-operative Milk Marketing Federation (KCMMF), is a trusted name in the
dairy industry, known for its wide range of milk and milk-based products. This study
explores how consumers perceive Milma products, their level of satisfaction, and the
factors influencing their purchasing decisions. The study examines whether customers
prefer Milma over other dairy brands and what aspects contribute to their loyalty or
dissatisfaction. Attributes such as freshness, taste, affordability, and accessibility play
a significant role in shaping consumer opinions. Additionally, the study assesses the
impact of promotional efforts, ethical sourcing, and cooperative values on customer
attitudes. Understanding consumer preferences and expectations allows Milma to
improve its product offerings, enhance customer satisfaction, and maintain its
competitive edge in the dairy market. This research provides valuable insights into
consumer behavior and helps Milma refine its marketing and distribution strategies
for sustained growth and customer trust.

3.2 Factors Influencing Customer Attitude Towards Milma Products

Based on Theoretical Perspectives

3.2.1 Product Quality & Freshness: Consumers prefer Milma for its purity, taste,
and hygiene.

3.2.2 Brand Awareness & Trust: Strong reputation as a cooperative dairy brand builds
customer confidence.

3.2.3 Pricing & Affordability: Competitive pricing compared to other dairy brands
affects purchasing decisions.

3.2.4 Availability & Accessibility: Easy availability in local stores ensures

convenience.

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3.2.5 Social Influence & Cultural Preference: Family, friends, and societal norms
impact choices.

3.2.6 Advertising & Brand Image: Promotional campaigns and ethical sourcing
enhance brand perception.

3.2.7 Customer Satisfaction & Loyalty: Consistency in quality leads to repeat

purchases.

3.2.8 Health & Nutritional Benefits: Consumers prioritize Milma’s milk and dairy
products for their health value.

3.2.9 Expectations vs. Experience: Meeting or exceeding expectations strengthens

positive attitudes.

3.2.10 Product Variety & Innovation: Introduction of new dairy products attracts more
consumers.

3.3 COMPONENTS OF MILMA PRODUCTS

Milma offers a wide range of dairy products, each containing essential components
that contribute to their nutritional and functional value. The key components of Milma
products

1. Curd & Yogurt

2. Butter & Ghee

3. Cheese & Paneer

4. Ice Cream & Flavored Milk

7. Dairy-Based Beverages

These components make Milma products nutritious, offering essential proteins, fats,
vitamins, and minerals for overall health and well-being.

3.4 Advantages of Milma Products

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3.4.1 High Quality and Purity

3.4.2 Nutritional Values.

3.4.3.Affordable Pricing

3.4.4 Wide Range.

3.4.5 Brand Trust.

3.4.6 Easily Available.

3.4.7 Supports Farmers.

3.4.8 Safety Standards.

3.4.9 Locally Sourced.

3.4.10 Innovative Products.

3.5 Disadvantages of Milma Products

3.5.1.Limited Availability Outside Kerala: Primarily available in Kerala, making it

hard to find in other regions.

3.5.2 Price Fluctuations: Prices may vary due to supply and demand, affecting
affordability.

3.5.3 Shelf Life: Some products have a short shelf life, requiring quick consumption.

3.5.4 Packaging Issues: Packaging may not always be environmentally friendly.

3.5.5 Limited Product Innovation: While the range is broad, it may not have as
many novel or premium products compared to global brands.

3.5.6 Taste Variability :Some customers report slight taste differences between
batches.

3.6 Features of Milma Products

3.6.1 High-Quality Standards: Consistently fresh, pure, and hygienic products.

23
3.6.2 Nutrient-Rich: Packed with essential vitamins, minerals, and protein.

3.6.3 Wide Product Range: Includes milk, curd, ghee, butter, paneer, and more.

3.6.4 Affordability: Competitive pricing, making it accessible to a broad consumer

base.

3.6.5 Ethical Sourcing: Supports local dairy farmers through a cooperative model.

3.6.6 Freshness: Locally sourced milk, ensuring high-quality, fresh products.

3.6.7 Health-Oriented Options: Probiotic and low-fat product varieties for

health-conscious consumers.

3.6.8 Safety Compliance: Adheres to food safety regulations and standards.

3.6.9 Easy Accessibility: Available widely in Kerala through various outlets and
booths.

3.6.10 Brand Trust: Well-established cooperative brand trusted for reliability and
consistency.

3.7 Functions of Milma Products

5.7.1 Nutritional Support: Provides essential proteins, vitamins, and minerals like
calcium for overall health and development.

5.7.2 Bone and Teeth Health: Rich in calcium and phosphorus, Milma products help
strengthen bones and teeth.

3.7.3 Energy Source: Milk and dairy fats provide a quick and efficient source of
energy.

3.7.4 Digestive Health: Probiotic products like yogurt and curd promote gut health and
improve digestion.

3.7.5 Muscle Repair : The protein in milk and dairy products supports muscle growth
and recovery.

24
3.7.6 Culinary Versatility: Milma products are used in various dishes, beverages, and
desserts, enhancing flavor and texture.

3.7.7 Hydration: Dairy-based beverages, including buttermilk and flavored milk, help
maintain hydration levels.

3.7.8 Weight Management: Low-fat and skimmed milk products support healthy
weight management without compromising on nutrition.

3.7.9 Immune Boosting: Dairy products with probiotics may help strengthen the
immune system.

3.7.10 Sustainability: By supporting local farmers, Milma helps maintain a sustainable

dairy ecosystem.

3.8 Nutritional Benefits

Consumers primarily use Milma products like milk, curd, and butter for their
functional nutritional value providing protein, calcium, and other essential vitamins.

3.9 Health Usage Theory

3.9.1 Probiotics and Gut Health: Products like probiotic yogurt and low-fat milk are
used for healthconscious individuals aiming to improve digestion, gut health, and
overall well-being.

3.9.2 Weight Management: Low-fat and skimmed products are used by individuals
focused on weight control without sacrificing essential nutrients.

3.10 Social Usage Theory

3.10.1 Social Influence: Milma’s products are often chosen based on social norms and
recommendations from family and community. Its strong brand reputation reinforces
its usage for social events, gatherings, and family meals.

25
 Chapter 4

DATA ANALYSIS AND INTERPRETATION

26
 TABILE.4.1 AGE

Age Frequency percentage

20-30 41 73 %

Below 20 15 27 %

Above 30 0 0%

Total 56 100%

Source:Primary data

CHART NO .4.1 AGE

INTERPRETATION

According to the above table reveals that, 73 % that is 41 respondents are 20-20, 27 %
15 respondents are below 20,0% 0 respondents are above 30.

27
 TABLE 4.2 GENDER

Gender Frequency Percentage

Female 37 66 %

Male 19 34 %

Other 0 0%

Total 56 100%

Source:Primary data

CHART NO. 4.2 GENDER

INTERPRETATION

According to the above table reveals that, 66 % that is 37 respondents are female and
34 % that is 19 respondents are male.

28
 TABLE 4.3.QUALIFICATION

Qualification Frequency Percentage

SSLC 5 9%

plus two 12 22 %

Undergraduate 14 6%

Postgraduate 0 0%

Total 56 100%

Source:Primary data

CHART NO. 4.3.QUALIFICATION

INTERPRETATION

According to the above table 9 % that is 5 respondents are sslc , 22% that is
12 respondents are Plus two , 6 % that is 14 respondents are UG , 0% othat is 14
respondents are PG

29
 TABLE 4.4. INCOME

Income Frequency Percentage

10000 — 20000 51 91 %

20000 — 30000 4 8%

30000 — 40000 0 0%

40000 Below 1 1%

Total 56 100%

Source:Primary data

CHART 4.4. INCOME

INTERPRETATION

According to the above table 91 % that is 51 respondents have an 10000 — 20000 , 8 %

that is 4 respondents have an income between 20000 – 30000 , 0 % that is 0
respondents have an income between 30000 — 40000 , and 1% that is 1 respondents
have an 40000 below.

30
 TABLE 4.5 HAVE YOU EVER USED MILMA PRODUCTS

Frequency Percentage

Yes 56 100%

No 0 0%

Total 56 100%

Source:Primary data

CHART 4.5 HAVE YOU EVER USED MILMA PRODUCTS

INTERPRETATION

According to the above table reveals that, 100% that is 56 respondents are yes and 0%
that is 0 respondents are no.

31
TABLE 4.6 WHICH MILMA PRODUCTS YOU ARE ALREADY

USING

Product Frequency Percentage

Milk 52 92 %

Curd 2 4%

Ghee 2 4%

Other 0 0%

Total 56 100%

source:Primary data

CHART 4.6 WHICH MILMA PRODUCTS YOU ARE ALREADY

USING

INTERPRETATION

According to the above table reveals that, 92 % that is 52 respondents are milk, 4 %
that is 2 respondents are curd and ghee, 0% that is 0 respondents are other.

32
TABLE 4.7 SOURCE OF KNOWING ABOUT THESE MILMA

PRODUCTS

Frequency Percentage

Television 10 18 %

Friends / Relatives 39 70 %

Newspaper 1 2%

Word of mouth 6 10 %

Total 56 100%

Source:Primary data

CHART 4.7 SOURCE OF KNOWING ABOUT THESE MILMA

PRODUCTS

INTERPRETATION

According to the above table reveals that,18% that is 10 respondents are

television,70% that is 39 respondents are friends and relatives, 2% that is 1
respondents are newspaper and 10% that is 6 respondents are word of mouth.

33
TABLE 4.8 OF TENNESS OF PURCHASING MILMA PRODUCTS

Frequency Percentage

Daily 30 53 %

Weekly 18 32 %

Monthly 5 9%

Rearly 3 6%

Total 56 100%

source:Primary data

CHART 4.8 OF TENNESS OF PURCHASING MILMA

PRODUCTS

INTERPRETATION

According to the above table reveals that, 53 % that is 30 respondents are daily, 32 %
that is 18 respondents are weekly, 9 % that is 5 respondents are monthly and 6 % that
is 3 respondents are rearly.

34
TABLE 4.9 RATE YOU SATISFACTION LEVEL REGARDING

MILMA PRODUCTS

Product quality Frequency Percentage

Highly satisfied 13 23 %
Satisfied 35 62 %
Neutral 6 11 %
Disagree 2 4%
Strongly disagree 0 0%
Totel 56 100%
Mean 4.05

source:primary data

CHART 4.9 PRODUCT QUALITY

INTERPRETATION

According to the above table reveals that, 23% that is 13 respondents are highly
satisfied, 62% that is 35 respondents are satisfied , 11% that is 6 respondents are
neutral,4% that is 2 respondents are disagree and 0% that is 0 respondents are strongly
disagree.The mean of product quality is 4.05 which indicates that the respondents are
highly satisfied with milma products.
35
 TABLE 4.10 VALUE OF MONEY

Value of money frequency Percentage

Highly satisfied 7 13 %
Satisfied 26 46 %
Neutral 21 37 %
Disagree 2 4%
Strongly disagree 0 0%
Totel 100 100%
Mean 3.67

Source:Primary data

CHART 4.10 VALUE OF MONEY

INTERPRETATION

According to the above table reveals that, 13% that is 7 respondents are highly
satisfied,46% that is 26 respondents are satisfied ,37% that is 21 respondents are
neutral 4% that is 2 respondents are disagree and 0% that is 0 respondents are strongly
disagree.The mean of value of money is 3.67 which indicates that the respondents are
satisfied with milma products.

36
 TABLE 4.11 PACKING SATISFACTION

Packing satisfaction Frequency Percentage

Highly satisfied 14 25%
Satisfied 28 50%
Neutral 9 16 %
Disagree 5 9%
Strongly disagree 0 0%
Totel 56 100%
Mean 3.91

Source:Primary data

CHART 4.11 PACKING SATISFACTION

INTERPRETATION

According to the above table reveals that,25% that is 14 respondents are highly
satisfied, 50% that is 28 respondents are satisfied,16% that is 9 respondents are neutral,
9% that is 5 respondents are disagree and 0% that is 0 respondents are strongly
disagree.The mean of packing satisfaction is 3.91 which indicates that the respondents
are satisfied with milma products.
37
 TABLE 4.12 BRAND TRUST

Brand trust Frequency Percentages

Highly satisfied 14 25%
Satisfied 24 43 %
Neutral 13 23 %
Disagree 4 8%
Strongly disagree 1 1%
Totel 56 100%
Mean 3.62

Source:Primary data

CHART 4.12 BRAND TRUST

INTERPRETATION

According to the above table reveals that,25% that is 14 respondents are highly
satisfied, 43% that is 24 respondents are satisfied,23% that is 13 respondents are
neutral, 8% that is 4 respondents are disagree and 1% that is 1 respondents are
strongly disagree.The mean of brand trust is 3.62 which indicates that the respondents
are satisfied with milma products.
38
TABLE 4.13 RATE YOU PURCHASE LEVELS OF REGARDING

MILMA PRODUCTS

Product attributes Frequency Percentage

Highly preferred 9 16 %
Preferred 30 53 %
Neutral 13 23 %
Less preferred 2 4%
Not preferred 2 4%
Totel 56 100%
Mean 3.75

Source:Primary data

CHART 4.13 PRODUCT ATTRIBUTES

INTERPRETATION

According to the above table shows that 16% that is 9 respondents are highly
preferred,53% that is 30 respondents are preferred, 23% that is 13 respondents are
neutral, 4% that is 2 respondents are less preferred and 4 % that is 2 respondents are
not preferred.The mean of product attributes is 3.75 which indicates that the
respondents are preferred with milma products.
39
 TABLE 4.14 COST PREFERENCE

Cost preference Frequency Percentage

Highly preferred 7 12 %
Preferred 29 52 %
Neutral 16 29 %
Less preferred 3 5%
Not preferred 1 2%
Totel 56 100%
Mean 3.67

Source:Primary data

CHART 4.14 COST PREFERENCE

INTERPRETATION

According to the above table shows that 12% that is 7 respondents are highly
preferred, 52% that is 29 respondents are preferred, 29% that is 16 respondents are
neutral, 5% that is 3 respondents are less preferred and 2% that is 1 respondents are
not preferred.The mean of cost preferences is 3.67 which indicates that the
respondents are preferred with milma products.
40
 TABLE4.15 TASTE

Taste Frequency Percentage

Highly preferred 7 12 %
Preferred 30 53 %
Neutral 13 24 %
Less preferred 5 9%
Not preferred 1 2%
Totel 56 100%
Mean 3.66

primary data

CHART 4.15 TASTE

INTERPRETATION

According to the above table shows that 12% that is 7 respondents are highly
preferred, 53% that is 30 respondents are preferred, 24% that is 13 respondents are
neutral, 9% that is 5 respondents are less preferred and 2% that is 1 respondents are
not preferred.The mean of taste is 3.66 which indicates that the respondents are
preferred with milma products.
41
 TABLE 4.16 TIMELY AVAILABILITY

Timely availability Frequency Percentage

Highly preferred 11 19 %
Preferred 25 44 %
Neutral 15 27 %
Less preferred 3 6%
Not preferred 2 4%
Totel 56 100%
Mean 3.71

Primary data

CHART 4.16 TIMELY AVAILABILITY

INTERPRETATION

According to the above table shows that 19% that is 11 respondents are highly
preferred,44% that is 25 respondents are preferred,27% that is 15 respondents are
neutral, 6% that is 3 respondents are less preferred and 4% that is 2 respondents are
not preferred.The mean of timely availability is 3.71 which indicates that the
respondents are preferred with milma products.
42
 CHAPTER 5

FINDING SUGGESTIONS AND CONCLUSION

43
5.1 FINDINGS

5.1.1 Most of the respondents are in the age group of 20 - 30 (73.21%).

5.1.2 Majority of the respondents are female (66.07%).

5.1.3 Majority of the respondents fall in the monthly income category of RS 10000 -
20000 (91.07%).

5.1.4 Majority of the respondents are UG student (69.66%).

5.1.5 Most of the respondents are used milma products (100%).

5.1.6 Most of the respondents are milk are already using milma products (92.86%).

5.1.7 Most of the respondents are know about friends and relatives are milma products
(69.64%).

5.1.8 Most of the respondents are do you purchase daily milma products (53.57%).

5.1.9 Most of the respondents are respondents are milma product quality are satisfied
(62.5%).

5.1.10 Most of the respondents are satisfied value of money of milma product
(46.42%).

5.1.11 Most of the respondents are milma product packaging are satisfied (50%).

5.1.12 Most of the respondents are milma brand are satisfied (42.85%).

5.1.13 Most of the respondents are product attributes are satisfied (53.57%).

5.1.14 Most of the respondents are milma products cost preference are satisfied
(51.78%).

5.1.15 Most of the respondents are taste of milma products are satisfied (53.57%).

5.1.16 Most of the respondents are milma products of timely availability are satisfied
(44.64%).

44
 5.2 SUGGESTIONS

 Enhanc product quality

 Social media has to be more developed

 Take variety choose of milma products

 Milma products should be supplying on time

45
 5.3 CONCLUSION

with special reference to ottapalam municipality.

The study on customer attitudes towards Milma products provides valuable insights
into consumer preferences, satisfaction levels, and areas for improvement. The
findings indicate that Milma enjoys strong brand loyalty due to its reputation for
quality, affordability, and availability. Consumers appreciate the freshness and purity
of its dairy products, making it a trusted choice in the market.

However, certain areas require attention, such as enhancing product variety,

improving packaging, and expanding distribution channels to reach a broader
audience. Marketing efforts, including promotional campaigns and customer
engagement strategies, can further strengthen brand awareness and
competitiveness.Overall, the study suggests that Milma has a positive brand image,
but continuous innovation and customer-centric strategies will be crucial for
sustaining its market position and meeting evolving consumer expectations.

46
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49
APPENDIX

50
 QUESTIONNAIRE

1. Name

2. Age

☐ 20-30

☐ Below 20

☐ Above 30

3. Gener

☐ Female

☐ Male

☐ Other

4. Qualification

☐ SSLC

☐ Plus two

☐ Undergraduate

☐ Postgraduate

5. Income

☐ 10000-20000

☐ 20000-30000

☐ 30000-40000

☐ 40000 Above

51
6. Have you ever used milma products

☐ Yes

☐ No

7. Which milma products you are already using

☐ Milk

☐ Curd

☐ Ghee

☐ Other

8. How do you come to know about these milma products

☐ Television

☐ Friends/Relatives

☐ Newspaper

☐ Word of mouth

9. How of tenness of purchasing milma products

☐ Daily

☐ Weekly

☐ Monthly

☐ Rearly

52
10Rate you satisfaction level regarding milma products

Product
Quality

Value of
money

Packing
satisfaction

Brand trust

11 Rate you purchase level of regarding milma products

Product attributes

Cost of preference

Taste

Variety of choice

Timely availability

53
54
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