Shashank Jain Report PDF
Shashank Jain Report PDF
Shashank Jain Report PDF
BY
SHASHANK JAIN
B.Sc. Hons. (Forestry)
2014
A PROJECT REPORT
Submitted by
SHASHANK JAIN
Reg. No. 04-2050-2012
ANAND-388110
CERTIFICATE
supervision and that no part of this project work has been submitted for any
other degree. The assistance, guidance and help received during the course of
work and this has not formed the basis for the award of any degree, associate
Sometimes words fall short to show our gratitude to some people the same happened
with me during my project work. The gigantic help and support received from
Through this acknowledgment, we express our sincere gratitude to all those people
who have been associated with this assignment and have helped us with it and made
it a worthwhile experience.
Firstly we extend our thanks to the various people who have shared their opinions
and experiences through which we received the required information crucial for our
report. I would like to express my deep gratitude to senior marketing executive Mr.
inspiration, expert guidance, painstaking effort and keen abiding interest during the
I feel imperative to express my sincere thanks for the generous help received from
Dr. R. S. Pundir Associate Professor, Prof. T. S. Shibin, Prof. Y. A. Lad, Dr. Sanjiv
Kumar, Prof. Dilip R Vahoniya, Dr. Shakti Ranjan Panigrahy, and Dr. Ritambhra
AAU, Anand for their kind co-operation and valuable help during the project work.
I am very much thankful to Chirag Patel, Biren Patel, Pravin, Kishor & Nimesh and
work.
At the last but not the least, I think that the words are insufficient to express deep
Their patience and sacrifice always have been the vital source of inspiration for me.
Date:
ANAND-388110
ABSTRACT
Customer satisfaction is a fundamental marketing construct in the last three
decades. In the past, it was unpopular and unaccepted concept because companies
thought it was more important to gain new customers than retain the existing
ones. However, in this present decade, companies have gained better
understanding of the importance of customer satisfaction and adopted it as a high
priority operational goal.
The information was gathered through the survey of 200 respondents with the
help of structured questionnaire. Respondents residing in Godhara, Lunawada,
Halol and Sahera of Panchmahal district and who have purchased either Ghee,
Curd or Buttermilk; were asked to rate and rank major known factors which are
important before purchase decisions and also after use satisfaction.
Results obtained in this research indicated that most customers have purchased
the products of Panchamrut Dairy. Out of 200 respondents maximum have
purchased Buttermilk 167 (83%) also Ghee 126 (63%) and Curd 124 (62%). And
maximum respondents used to purchase their dairy products from nearby retailers
(70%) and then dairy outlets (30%).
Respondents were asked to rate the factors they consider before purchase among
quality, timeliness, taste, price and brand. Quality timeliness and taste emerged
as most important factors ranked first, second and third respectively as per
weighted mean rating given by customers.
Taste, nutritious value and availability were the most important attributes
considered by the respondents responsible for satisfaction. Respondents were
asked to rank attributes and taste has got maximum weighted mean of 4.835 out
of 7 and ranked first by respondents, followed by availability at second which got
4.770, nutritious value at third with 4.555 mean score. Thickness comes at fourth
with 2.545 mean score followed by packaging, smell and texture with the mean
scores of 2.410, 1.825 and 0.250 respectively.
The findings revealed that all attributes of Buttermilk were performing above
average, taste (weighted mean of 3.89) was best and availability (3.12) was poor
performing attribute among all. All attributes of Ghee were performing above
average and taste (weighted mean of 3.97) was best performing attribute and
smell (3.68) was poor performing attribute. In Curd also almost all attributes were
performing above average, taste (weighted mean of 3.75) was found to be best
performing attribute and texture (mean weight of 3.45) was poor performing
attribute.
As per the opinions of respondents it was revealed that customer complaints
redresses was the major area to focus on however there were no regular complaint
or major complaints raised by respondents but none of the complaint redressed
successfully also no regular feedback mechanism was following in the study area
which should be corrected.
The results are not bad they are not great either the customer satisfaction is the
precursor of loyalty so dairy should focus on delivering higher value to its
customers and can win their loyalty. Quality and taste should be given more focus
also availability of products should be made consistent in order to boost the level
of satisfaction.
LIST OF CONTENTS
iv
3.2 Sources of data 23
5.1 Summary 48
5.2 conclusion 49
5.3 Recommendations 51
REFERENCES x
ANNEXURE xii
v
LIST OF TABLES
PAGE
Table NO. TITLE
NO.
Estimates of production and per capita availability of 8
1.1
milk from 2006-07 to 2010-11 -all India
Per capita monthly consumption expenditure on milk 10
1.2
and milk products
1.3 Particulars of Panchamrut dairy 11
4.1.5 Occupation 30
vi
4.3.3 Ghee Average attribute performance 40
vii
LIST OF FIGURES
4.1.5 Occupation 30
viii
ABBREVIATIONS
ix
I. INTRODUCTION
The correlation between the client’s satisfaction and the volume of sales is an
extraordinarily strong argument for turning to using customer satisfaction, or to
be more precise the information obtained from the analysis of its measurement in
planning, control, and innovation of the enterprise systems. It is an adequate
identification of the value expected by the customer that determines the firm’s
success.
1
1.2. An overview of Indian dairy industry-
India ranks first in the world in terms of milk production. At present, the dairy
sector has an estimated consumer demand for milk and milk products at EUR 26
billion, at about 8 percent growth per annum. About 35 percent of milk produced
in India has meant for processing. The organized sector (large scale dairy plants)
processes about 13 million tons annually, while the unorganized sector processes
about 22 million tons per annum. Besides, the raw milk production, some of the
chief bi-products manufactured like: Infant milk food, malted food, condensed
milk and cheese. The southern and western regions collectively contribute for 80
percent of the milk produced in India. The rapid growth of the dairy-processing
industry is likely to lead to a greater demand for value-added, milk-based
products, such as processed cheese, table butter, sour milk, yoghurt and ice cream.
A higher demand for branded and pro-biotic milk has also led to a rise in
investment for milk processing. As per Dairy India 2007, the private dairies had
outpaced the cooperative sector and become the largest producers of milk in the
industry and the Private dairies are contributing double the quantity of milk when
compare to the cooperatives in 2011.
Nevertheless, the Indian dairy sector has started as the producer-owned and
professionally-managed cooperative system. As of March 2001, India's 96,000
local dairy cooperative societies (DCS) included more than ten million farmers
2
have integrated in a three-tiered cooperative structure. Though dairy cooperatives
have found throughout India, the cooperative movement has been most successful
in a few states, notably Gujarat. Gujarat’s success can be attributed to a higher
rate of farmer activism and more efficient political institutions.
Over the years, states have developed popular dairy brands such as Amul (from
Gujarat), Vijaya (from Andhra Pradesh), Verka (from Punjab), Saras (from
Rajasthan), Nandini (from Karnataka), Milma (from Kerala) and Gokul (from
Maharashtra). These brands have earned high degrees of brand recognition and
customer confidence, especially within in their respective states. The Indian dairy
industry faces challenges from the international dairy market. The Indian dairy
industry had characterized by relatively high costs in milk production, processing,
and marketing, and relatively poor quality of milk due to unhygienic handling,
this could potentially pose a significant threat to the industry and its farmers.
The Indian dairy industry reported a market size of USD 48.5 billion in FY2011.
With a Compound Annual Growth Rate (CAGR) of 16 percent, it is anticipated to
reach USD 118 billion in 2017. On the back of a rise in disposable income, coupled
with strong demand for dairy products, the Indian dairy industry is all set to
experience high growth rates in the next five years.
In many respects the dairy industry occupies a special position among the other
sectors of agriculture. Milk is produced every day and gives a regular income to
the numerous small producers. Milk production is highly labour-intensive and
provides a lot of employment.
The dairy industry is the sector with the highest degree of protection due to the
economically vulnerable position of small milk producers. Milk - also known as
white gold - can be used to make an enormous variety of high quality products.
3
The high cost of milk as a raw material has necessitated a high-tech processing
industry. The special nature of milk (perishable and bulky) leads to the necessity
of strict and comprehensive quality regulation and to high transport costs. The
large dependence of milk producers on the dairy processing industry has resulted
in a strong position held by the co-operatives in milk marketing and in the
processing industry.
The whirlwind of changes, which is passing through the world, is also exercising
a growing influence on the dairy industry. The number of milk producers is falling
rapidly, the dairy processing industry is becoming more and more highly
concentrated, the international dairy markets are increasingly liberalised and are
giving greater opportunities to low cost producers, including many from
developing countries.
4
1.4. Challenges before Global Dairy Industry
Dairy companies all over the world face a number of changes and challenges
which are forcing them to reconsider their strategies. The most important
challenges are a growing demand for dairy products, with world demand
growing by 2 percent a year or a quantity equal to the entire annual production
of Australia, coupled with concerns about the milk supply growing at a slower
pace than demand.
The milk and dairy products have a prominent place in the global food products
market. Due to factors like rising concerns about vegetarianism, health
advantages of milk and dairy products over non-vegetarian foods, and
ecological balance, the use of milk and dairy products is increasing globally.
This has resulted in increased worldwide production of milk.
As demand in dairy products is not rising at equal rates all over the world but
hardly at all in developed and strongly in some developing regions the
challenges dairy companies face vary depending on the market they operate in.
Companies operating in the big but mature dairy markets of Europe and the US
face limited market growth opportunities in volume terms as per capita
consumption levels are among the highest in the world and growth can only
5
occur by increasing market shares or switching to higher value-added products.
Due to these limited market opportunities in developed countries, multinational
dairy companies are often attracted by strong growth markets in developing
countries. To benefit from the growth of their own domestic markets, local
companies will have to raise product quality and efficiency to be able to
withstand foreign competition.
The dairy sector is highly localised, as milk is a bulky and perishable product,
and dairy products are mostly consumed in the country or region where they are
produced. Only a small fraction of global production is traded internationally.
Despite the technological developments in refrigeration and transportation only
7 percent of the milk produced is traded internationally if intra-EU trade is
excluded.
Trade in dairy products is very volatile, as dairy trade flows can be affected by
(a) overall economic situation in a country, (b) fluctuations in supply and
demand, (c) changing exchange rates and (d) political measures. Additional
volatility is introduced by the fact that the global dairy market is extremely
concentrated in terms of buyers and sellers; hence, supply or demand shocks are
not easily absorbed.
With demand for dairy products most rapidly rising in regions that are not self-
sufficient in milk production, volumes of dairy trade are growing. Also the share
of global dairy production that is traded will increase as trade will grow at a
faster pace than milk production.
6
1.6. Progress of dairying in India at a glance
The dairy industry in India has developed and developing as large industry and
as per the certification of the International Dairy Industry India is the world’s
largest milk producer and large numbers of industries are engaged in routine
commercial production of pasteurized milk and milk products.
After the independence dairy and animal husbandry taken vital importance in
India. For this lot of development programs made by the government through
Five year plans. This leads to formation of National dairy Development Board
in 1965 and thus in 1970 decided to bring a White Revolution throughout the
country.
The NDDB began its operations with the mission of making dairying a vehicle
to a better future for millions of grassroots milk producers. The mission achieved
thrust and direction with the launching of "Operation Flood", a programmer
extending over 26 years and which used World Bank loan to finance India's
emergence as the world's largest milk producing nation. Operation Flood's third
phase was completed in 1996 and has to its credit a number of significant
achievements.
As on March 2006, India's 1, 17, 575 village dairy cooperatives federated into
170 milk unions and 15 federations procured on an average 21.5 million litres
of milk every day. 12.4 million farmers are presently members of village dairy
cooperatives.
Till about year 2000, India was not on the radar screen of most international
dairy companies, since India was neither a major importer nor an exporter of
dairy products. Through the 70‟s, 80‟s and 90‟s India used to take some milk
powder and butter oil as aid. Exports from India were insignificantly small.
From 2000 onwards, Indian dairy products, particularly milk powder, and ghee
started making their presence felt in global markets.
7
TABLE 1.1 Estimates of production and per capita availability of milk from
2006-07 to 2010-11 -all India
Year Milk Production Human Population Per Capita Availability
(March to Feb) (million tonnes) (million nos.) (gram./day)
2006-07 102.6 1122 251
2007-08 107.9 1138 260
2008-09 112.2 1154 266
2009-10 116.4 1170 273
2010-11 121.8 1186 281
Source: State/UT Animal Husbandry Departments 2012
1.7. Dairy products consumption in India
Out of total the milk traded, over 50 % of the milk is in the form of liquid milk,
another around 35 % in the form of traditional products and the remaining 15 %
is accounted for by butter, milk powders and other western type manufactured
products.
8
Consumption mix of dairy products
OTHERS, INCLUDING CREAM, ICE
CREAM 1%
BUTTER 6.50%
CURD 7%
GHEE 27.50%
Source: Singh, R.(2011). India Dairy and Products Annual Report 2010
9
Table 1.2 Per capita monthly consumption expenditure on milk and milk
products
Fig. 1.2 Per capita monthly consumption expenditure on milk and milk products
10
1.8. COMPANY PROFILE
PANCHAMRUT DAIRY-
11
1.9 OBJECTIVES-
The Objectives of the Union are to carry out activities for the economic
development of the milk producers by or gaining effective production,
processing and marketing of milk & milk products.
12
Panchamrut Ghee Amul Ghee Amul Butter
Among all products, Panchamrut dairy has its separate product range under
its own brand name “Panchamrut” and available for customers of
Panchmahal and Dahod district of Gujarat. Product e.g. Panchamrut Ghee,
Panchamrut dahi and Buttermilk available under this brand name.
13
1.11 DISTRIBUTION NETWORK OF PANCHAMRUT DAIRY-
Milk distribution
agents
Retailer
Consumers
14
1.12 CUSTOMER SATISFACTION
Customer satisfaction is a term frequently used in marketing is a measure of
how products and services are supplied by a company meet or surpass
customer expectation. Customer satisfaction is defined as "the number of
customers, or percentage of total customers, whose reported experience with
a firm, its products, or its services (rating) exceed specified satisfaction goals.
it is very rightly said that;
"The longer you wait, the harder it is to produce outstanding customer
services." William H. Davidow
The customers are the heart of every industry and dairy industry is not an
exception. All the companies are taking care of the customers by taking their
feedback by holding surveys and feedback forms. This helps the companies
to know the demand and requirement of the customers and they can change
the product and services according to the customers demand.
The customer satisfaction has been a buzz word for all the industries these
years and almost all the industries are doing jobs related to their customers to
earn their loyalty by earning their satisfaction. In the end, the next step of
customer satisfaction is 'Consumer Loyalty'.
The production and marketing of dairy food products has caused many
concerns, particularly from an increasingly discriminating consumer.
Today’s consumers are placing increasing importance on food quality, food
safety and environmental quality now more than ever.
15
1.13 STEPS TAKEN UP BY PANCHAMRUT DAIRY TO KNOW
PERCEPTIONS AND BOOST UP CUSTOMER SATISFACTION-
2. Marketing Activity
16
1.15 MARKET SHARE
Panchamrut dairy is market leader in its area of operation as far as sale of
products are concerned. The market share is more than 70%. (Annual survey
report of Panchamrut dairy 2011) No big competitor exists in the market,
which shows the faith of customers in its products and services.
17
II. LITERATURE REVIEW
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.
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.
19
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 adequate if the
company maintains the present level but concentrate its effort in reducing
rejections experienced by the customer.
20
take every step possible to contain these problems which in some way or the other
affects the sale of Mother Dairy and its retailers.
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.
• 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.
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, second
and third choices respectively. The “taste” of the product and the “advertisement”
given by manufactures had showed fourth and fifth choice respectively.
21
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.
22
III. RESEARCH METHODOLOGY
Primary as well as secondary data were collected to meet the objective of the
study
Primary Data
Primary data was collected with the help of personal interviews and structured
questionnaire.
Secondary Data
Secondary data was collected from different journals, review papers and
websites.
23
Survey approach- Sample survey
24
Research Instrument:-Considering to the nature of study as well as for the
obtaining correct information from the respondents, it has been decided to collect
information through structured questionnaire prepared with the help of available
related literature and research reports.
25
IV. RESULTS ANALYSIS AND DISCUSSION
AREA OF RESPONDENTS
Halol Godhara
25% 25%
Lunawada Sahera
25% 25%
26
Table 4.1.2 Age of the respondents
Age (Years) Frequency Percentage (%)
Below 25 14 7.0
26-40 146 73.0
41-55 40 20.0
Total 200 100.0
AGE
146,
73%
40, 20%
14, 7%
B E LO W 2 5 2 6 -4 0 4 1 -5 5
27
Table 4.1.3 Gender of respondents
Male 87 43.5
Female 113 56.5
Total 200 100
GENDER
MALE
43%
FEMALE
57%
MALE FEMALE
28
Table 4.1.4. Education level
EDUCATION
106
79
9
6
29
Table 4.1.5 Occupation of respondents
Businessman 47 23.5
Government employee 32 16.0
Service in private sector 34 17.0
Housewife 87 43.5
Other 10 5.0
Total 200 100.0
OCCUPATION
87
47
34
32
10
30
Table 4.1.6 Annual income of respondents
100000-199999 94 47.0
200000-299999 69 35.0
300000-399999 28 14.0
From the Table 4.1.6, it can be seen that Out of 200 respondents 47 per cent of
respondents were having annual income between 1-2 lakhs, about 35% of
respondents had annual income between 2- 3 lakhs, 14% of respondents had
annual income between 3- 4 lakhs, 3% of respondents had annual income above
4 lakhs and only 1% of respondents are having income up to 99999. The above
information indicates that most of the respondents are having income between 1-
3 lakhs.
31
4.2 Purchase behaviour of respondents
Table 4.2.1 Purchased products of Panchamrut dairy
Product Yes Percentage (%) No Percentage (%) Total
Buttermilk 167 83.5 33 16.5 200
Ghee 126 63.0 74 37.0 200
Curd 124 62.0 76 38.0 200
167
126 124
32
Table 4.2.2 Purchase frequency of Buttermilk
Daily 6 4.0
Once in two days 3 2.0
Twice in week 68 41.0
Once in week 24 14.0
Fortnightly 59 35.0
Rarely (>30 days) 7 4.0
Total 167 100
70
68
60
59
50
40
30
20 24
10
7 6 3
0
TWICE IN FORTNIGHLY ONCE IN RARELY DAILY ONCE IN
WEEK WEEK TWO DAYS
Above table 4.2.2 indicates that majority of respondents 41 per cent had visited
the store twice in a week to purchase Buttermilk. Also large no. of respondents
33
(35 per cent) told that they are purchasing Buttermilk at fortnight interval
followed by once in a week (14 per cent).
Very few respondents were purchasing Buttermilk in the interval of more than 30
days (rarely). Also daily purchaser were also less in the respondents.
50 53 51
40
30
20
22
10
0
RARELY FORTNIGHLY ONCE IN WEEK
Above figure 4.2.3 indicates that maximum no. of respondents (42%) had visited
the store in more than 30 days intervals to purchase Ghee. Also large no. of
34
respondents (40%) had visited store fortnightly followed by once in a week
(18%).
The above figure 4.2.4 indicates that majority of respondents had visited the store
fortnightly to purchase Curd (32%). Also large no. of respondents had frequency
of once in >30 days (30%) followed by once in a week (19%). Very few
35
respondents were purchasing Curd twice in a week. Once in two days purchaser
were also less in the respondents.
The main reason mentioned by the respondents of lower frequency was the
unavailability at closer premises and preparation of Curd at home. Out of 200
respondents 62 per cent of respondents have purchased Curd of Punchamrut
dairy.
More no. of respondents purchased their dairy products from organised retailers
(38%) followed by unorganised retailers (32%) and from dairy outlets (30%).
From the above Table 4.2.8 it is revealed that majority of respondents prefer to
buy Panchamrut dairy products from organised retailers.
36
Table 4.2.6 Importance of factors before purchase of Dairy products
Average Mean
Rank 5 2 3 1 4
Above table 4.2.6 is based on findings in which Respondents were asked to rate
five major known factors i.e. Price, Taste, Quality, Timeliness and Brand, as per
importance given by them before purchase of dairy products. And the findings is
giving the projection that quality and taste are two most important factors
considered by respondents and got the weighted mean of 3.85 and 3.71
respectively, out of five. Both are closely followed by timeliness (available at
right time) with the weighted mean of 3.62 and brand with 3.12 score out of 5.
For overall dairy products respondents have considered price as least important
factor among all major factor gave it mean score of 2.62 out of 5.
Table 4.2.6 is indicating that if a customer is going for purchase then he/ she will
consider quality first, taste at second, timeliness at third, brand at fourth and price
at last among five factors.
37
4.3 Perceived attributes importance
Table 4.3.1 Attributes considered by respondents for satisfactory
performance
Above Table 4.3.1 is based on responses of respondents, who were asked to rank
7 major attributes viz. Taste, Availability, Nutritious value, Thickness,
Packaging, Smell and Texture of dairy products and by the answers one may
recognise that taste has got maximum weighted mean of 4.835 out of 7 and ranked
first by respondents, followed by availability at second which got 4.770,
nutritious value at third with 4.555 mean score.
38
Table 4.3.2 Buttermilk attribute performance
Above table 4.3.2 shows the average rating of each factor for their satisfactory
performance, rated by the respondents who have purchased Buttermilk and were
asked to rate it’s all attributes i.e. Taste, Thickness, Smell, Availability,
Packaging, Texture and Nutritious value.
The findings are indicating that if all attributes are ranked on the basis of average
weight given by respondents to their performances then taste is ranked first with
mean weight of 3.89, followed by thickness at second with 3.73 mean, smell at
third with 3.68 mean, packaging at fourth with 3.61, nutritious value at fifth with
3.54 mean texture at sixth with 3.50 mean score and availability comes at last
position with 3.12 mean rating out of 5.
Table 4.3.2 findings are revealing that almost all attributes of Buttermilk are
performing in between average to satisfactory category but availability is most
poor performing attribute among all.
39
Table 4.3.3 Ghee attribute performance
Above table 4.3.3 shows the average rating of each factor, rated by the
respondents who have purchased Ghee and were asked to rate it’s all attributes
i.e. Taste, Thickness, Smell, Availability, Packaging, Texture and Nutritious
value.
The findings are indicating that if all attributes are ranked on the basis of average
weight given by respondents to their performances then taste is ranked first with
mean weight of 3..97, followed by thickness at second with 3.82 mean,
availability at third with 3.79, texture at fourth with 3.78, nutritious value at fifth
with 3.76, smell at sixth with 3.74 and packaging comes at last with 3.68 mean
score out of five.
Table 4.3.3 findings are revealing that almost all attributes of Ghee are
performing in between average to satisfactory category and taste is best
performing attribute which got satisfactory rating from majority of respondents.
40
Table 4.3.4 Curd attribute performance
Above table 4.3.4 shows the average rating of each factor, rated by the
respondents who have purchased Curd and were asked to rate it’s all attributes
i.e. Taste, Thickness, Smell, Availability, Packaging, Texture and Nutritious
value.
The findings indicates that if all attributes are ranked on the basis of average
weight given by respondents to their performances then taste is ranked first with
mean weight of 3.75, followed by thickness at second with 3.74 mean, smell at
third with 3.72 mean, packaging at fourth with 3.71 mean, availability at fifth
with 3.62 mean, nutritious value at sixth with 3.54 mean and texture comes at
seventh position with mean weight of 3.45 out of 5.
From the table 4.3.4 it can be concluded that in Curd almost all attributes are
performing above average.
41
4.4 Problems Redresser and Feedback Mechanism
FOUND PROBLEMS
11%
Yes
No
89%
The above table 4.4.1 indicates that majority of respondents (89%) had no
problems with the Buttermilk, Ghee and Curd of Panchamrut dairy. About 11%
respondents told that they had the problem with the Buttermilk, Ghee and Curd
of Panchamrut dairy.
42
Table 4.4.2 Problematic product
PROBLEM IN PRODUCT
PROBLEM IN PROBLEM IN
GHEE BUTTERMILK
59% 41%
Table 4.4.2 indicates that among 22 respondents who are having problem with
the products of Panchamrut dairy, 59% told that they had problem in Ghee and
rest 415 told that they had problem in Buttermilk.
43
Table 4.4.3 Problem causing factor of Buttermilk
33%
Availability
Other
67%
44
Table 4.4.4 Problem causing factor in Ghee
23%
Price
Availability
77%
Table 4.4.4 shows that in Ghee also respondents complained that availability
sometime creates problems as 77% told that no availability or less availability of
desired pack size was the issue also 23% of respondents complained of high
prices of large packs.
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4.4.5 Problem conveyed
Complaint redresses Frequency Percentage (%)
Faced problems 22 100
conveyed 12 55.0
Not conveyed 10 45.0
PROBLEM CONVEYED
Yes No
45%
55%
Table 4.4.5 shows that respondents who have problems with products. 55% of
them told they tried to convey it to responsible authority and 45% told they did
not complaint of their problem to anyone.
Also they were asked to whom they have contacted to solve their problems; all,
have contacted to retailer from where they purchased that product.
46
Table 4.4.6 Feedback from Panchamrut dairy
Feedback taken Frequency Percentage (%)
Yes 29 14.5
No 171 85.5
Total 200 100
171
29
YES NO
Above table 4.4.6 indicates that majority of respondents told that there are no
feedback taken by the Panchamrut dairy person (85%), 15% told that that yes the
persons from dairy contacted at least once.
Also they were asked of frequency of feedback; all 100% respondents told the
feedback from dairy was very rare in infrequent.
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V. SUMMARY AND CONCLUSION
5.1 Summary
The project entitled Study of customers’ satisfaction of Panchamrut dairy
products in Panchmahal district of Gujarat state was carried out to know the
customers’ feedback for selected products of Panchamrut dairy i.e. Buttermilk,
Ghee and Curd. From their feedback it may be summarized that almost all
products for which the customers asked to respond have performed in between
average to satisfactory if overall performance is concerned.
Mention the responses of customers it is revealed that maximum purchase of
Panchamrut dairy product is taking place through retail outlets than dairy outlets.
If individual goes for purchase of dairy products he give importance to some
major factors before purchase viz. quality, taste, timeliness, brand and price. In
which respondents gave maximum emphasis on quality then taste followed by
timeliness, brand and price was considered least among all five parameters.
Also respondents were asked to rank individual attributes of dairy products which
may considered as critical for satisfactory results and from their opinions it may
be summarize that taste is emerged as most critical attribute among all seven.
Taste is followed by availability, nutritious value, thickness, packaging, smell and
texture. After the mean score of 200 respondents was calculated and taste has got
maximum weight.
Customers also rated overall products in scale of 1 to 5 and after calculating their
mean score and findings suggested that the all products fall under category
between average to satisfactory and all attributes have performed average.
Mostly respondents who have found problems in products were related to Ghee
and Buttermilk and the major problematic attribute were availability and price.
Almost 55% of respondents who have found problem, complained for the same
to retailers from whom they have purchased that products. Feedback form dairy
is also found rare and infrequent.
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5.2 Conclusion
Frequency of purchase
For Buttermilk, majority of respondents had frequency of twice in week, in Ghee
more than 30 days was major response and in curd maximum fortnightly
frequency was observed.
Point of purchase of dairy products
Respondents have purchased products mainly from organized retailers then
unorganized retailers then dairy outlets of Panchamrut dairy. Some people opined
that availability and convenience in nearness is important for them to choose
point of purchase.
Consideration For factors before purchase of dairy products -
In comparison of major factors that individual considers before purchase; by
rating, quality has got maximum mean score of 3.85, taste got second preference,
followed by timeliness, brand and price. From table 4.2.6 it may be concluded
that dairy products should focus more on quality of products and taste should be
given importance.
Perceived critical attributes for satisfactory performance
From the table 4.3.1 it may be concluded that taste is most critical factor desirable
to respondents after ranking of all seven attributes. Taste has got maximum
weightage among all followed by availability, nutritious value, thickness,
packaging, smell and texture.
Ratings of attributes after use of selected dairy products of Panchamrut
dairy-
All attributes of Buttermilk are performing above average, taste (weighted mean
of 3.89) was best and availability (3.12) was poor performing attribute among all.
All attributes of Ghee are performing above average and taste (weighted mean of
3.97) was best performing attribute and smell (3.68) was poor performing
attribute.
49
In Curd almost all attributes are performing above average, taste (weighted mean
of 3.75) was found to be best performing attribute and texture (mean weight of
3.45) was poor performing attribute.
Problems and feedback
Almost 90% respondents had no issue with the products. While about 10%
respondents told that they somewhere had the problem with the products.
Respondents who had the problem, 59% told that they had problem in Ghee and
rest told that they had issue in Buttermilk. Respondents complained that
availability sometime creates problems as 67% told that no availability or less
availability was the issue also 33% of respondents complained of poor taste and
lewd quality products.
In Ghee also respondents complained that availability sometime creates problems
as 77% told that no availability or less availability was the issue also 23% of
respondents complained of high prices.
Who have problems with products, 55% of them told they tried to convey it to
responsible authority and 45% told they did not convey their problem to anyone.
Also they were asked to whom they have contacted to solve their problems; all,
have contacted to retailer from where they purchased that product.
There were very few respondents (15%) told that yes the persons from dairy
contacted at least once. And 85% told that there is no feedback from dairy.
Also they were asked of frequency of feedback; all 100% respondents told the
feedback from dairy was very rare and infrequent.
From above information it may conclude that feedback mechanism has not
reached to all of its customers and frequency of feedback is also low.
In order to overcome from this the feedback mechanism should reach deep and
in frequent manner.
50
5.3 Recommendations
After the analysis of customers’ responses and identifying the areas for
improvements following points for Panchamrut dairy to be take care of, are-
Focus should be given more on quality and taste of products
Consistent availability of all products should be made.
In Ghee smaller pack sizes should be introduced to attract more no of
customers.
Problems redresses should be make quick and efficient.
Regular feedback from customers should be taken.
51
REFERENCES
x
Websites referred:
1. adsagsd.wordpress.com/2013/12/16/dairy-industry-in-India/ accessed on
12th March 2014
2. www.nddb.org accessed on 5th May 2014
3. www.business-standard.com/article/management/amul-takes-ghee-to-
young-india-111062000057_1.html accessed on 4th March 2014
4. www.niir.org/profiles/profiles/milk-amp-dairy-products-butter-cheese-
milk-ghee-ice-creams-chocolate-curd-lassi-flavoured-milk-uht-milk-
fluid-milk-milk-powder-skimmed-milk-powder-non-dairy-cream-
buttermilk-condensed-milk-cottage-cheese-
caseinyogurt/z,,2a,0,a/index.html accessed on 7th April 2014
5. www.dcmsme.gov.in/reports/PP%20-%20Dairy%20Products.htm
accessed on 4th March 2014
6. www.panchamrutdairy.org accessed on 17th May 2014
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ANNEXURE
xii
13. Rank the following attributes which you think are critically important for satisfaction in 1
to 7 where 1- desirable 2- very important 3- important 4- moderate 5-somewhat 6- less
important 7-least important
14. Rate the attributes of different products of Panchamrut Dairy on the scale of 1 to 5, where
1- Very Bad, 2- Bad, 3- Average, 4- Satisfactory, 5- Delight
Ghee
Curd
15. Have you ever found any problem in Panchmrut Dairy products?
a. Yes b. No
16. The problem was with which of the following attributes of products?
Attributes Problem Y/N Price Taste Texture Timely Package Design Other
experience availability and Appearance
Butter Milk
Ghee
Curd
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19. Were those problems satisfactorily resolved by company?
a. Yes b. No
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