INTRODUCTION

Goa State Cooperative Milk Producers Union Goa Dairy was established in the year 1984. A member
owned Federal Body of 178 Rural Dairy Co-operative Societies spread all over the State of Goa, having
19100 farmer families as their members procuring presently on an average about 65000 liters of milk per
day.
A Co-operative Institution, having modern Dairy Plant of 1,10,000 liters per day capacity, supplying 95,000
liters of milk per day to the urban/semi urban consumers through 440 Milk Booths and 850 full time
Distribution Agencies.
A modern Cattle Feed Plant, manufacturing around 12,500 M. T. of HighProtein, Bypass Cattle Feed,
Calf Ration & Pregnancy Ration per annum to cater to the nutritional requirements of milch animals
of this State.
Apart from milk Procurement, Processing and Milk Product making like Shrikhand, Amrakhand, Paneer,
Lassi, Flavored Milk, Curd & Pure Ghee, the Union is engaged in increasing milk production by providing
Technical Input Services, which includes Veterinary Aid, Vaccination Programme, Artificial Insemination
Services for Breeding and Fodder Development Activities. The Union has also started Productivity
Enhancement Programme and Clean Milk Programme for increase in milk production.

Fodder Seeds of good quality, Root Slips of Perennial Grasses are supplied to the farmers at the doorsteps,
free of cost. So far, around 2,000 farmers have started cultivating fodder in their own plots.The approximate
area under cultivation of Fodder is 550 hacters.
Women participation programmes such as WDCLP and organization of Self Help Groups are taken up by
Union. So far, under the above programme, 8200 farmers have been given orientation of scientific dairy
business and 800 farmers have been sent to Anand under Farmer Induction Programme

PRODUCTS

Milk
Butter
Ghee
Curd
Ice-Cream
Others

COMPETITORS

Amul
Warana
Nandini
Arogya

Objective for studying the issue:

Study the level of Customer Satisfaction and Feedback

How the Customers feel about the Service and Products provided.

Methodology

Sample design
Target respondents, sample size and technique.

Target respondents were the customers.

Sample Size: 100
Technique: Random sampling

Data collection

The research required 6 weeks to collect the data using closed ended questionnaires and a few
open handed ones. The sampled people were expected to fill up the written questionnaires as per
the instructions given and submit at the earliest. The data was collected by distributing the
questionnaires to the sample personally.

RESEARCH APROACH
I had to approach the customers that appeared day by day to the store to purchase items either for
their personal use or Business related to conduct my survey. I used to personally interview them
by asking them to fill in the questionnaires and help them with any queries they have. This way I
was able to not only explain but as well as interact with them.

RESEARCH LIMITATIONS
Since I had to deal with customers personally most of the respondents were short on time and
rushing to leave, and some didnt have the knowledge of language to respond and kept delaying
the process of collecting the surveys. And even some people were not showing proper interest to
answer the questionnaire, leaving me with short time to do all data analysis.

Comparison with other brands

Which brand butter do you use?

Which brand ghee do you use?

Products

Nandini

Goa Dairy

Amul

Butter

1%

45%

6%

Ghee

2%

38%

8%

45%
40%
35%
30%
25%
20%
15%
10%
5%
0%

Brands

Butter

Nandini

Ghee

Goa Dairy

Amul

Analysis- According to this analysis,

On the basis of Butter 1% persons like Nandini, 45% like Goa Dairy, 6% like Amul.
On the basis of Ghee 2% persons like Nandini, 38% like Goa Dairy, 8% like Amul.

Are you satisfied with the Quantity of Goa dairy Products?

SATISFIED WITH QUANTITY OF PRODUCT

Yes

No

6%

94%

AnalysisFrom the above graph we can say that nearly about 94% customers are satisfied with the
weight/quantity of dairy products.. Dairy should continue with the same quantity as well as
quality.

ANALYSIS OF OCCUPATION OF THE RESPONDENTS

80
60
No.of respondents

40
20
0

65
20
Business

10
Employee House wife

5
Others

Graph No. 5.2

Analysis: 20% of the respondents are businessmen, 10% of the respondents are employees, and
65% of the respondents are house wives, 05% of the respondents are others group.

Purchasing Factor

ANALYSIS OF FACTORS TO BUY GOA DAIRY MILK

38
40
28
35
30
20
25
14
No. of respondents 20
15
10
5
0
Quality Brand image Price availability
Factors

Analysis:
38% of respondents buying Goa Dairy Milk for its Good Quality, 28% of respondents use for its
Brand Name in Goa,20% of its Price consideration, 14% of its easy availability of respondents
buying Goa Dairy Milk & Milk products.

Opinion towards products

Analysis of Rating towards Goa Dairy Milk Products

50
45
40
35
30
No.of Respondents 25
20
15
10
5
0

50
28

22

SATISFIEDMEDIUM
DISSATISFIED
Rating

Analysis:
50% of the respondents rated saying that they are satisfied with Goa Dairy Milk & Milk
products. 28% of the respondents rated as medium, 22% of the respondents are dissatisfied with
the Quality.
From the above table we can conclude that majority of the respondents rated Goa Dairy Milk &
Milk products are of Good Quality.

Are you satisfied with price of Goa dairy products compared to the other brand products?

Analysis of Value For Money Paid By The Consumers

96
100
80
60

No. of Respondents

40
20

0
Yes

No

Response

Analysis
96% of the respondents feel that they get the value for money they paid. Only 04% of the
respondents feel that they are not getting the value for money what they paid.
From the above table we can conclude that majority of the respondents are agreed that they are
getting the value for money they paid.

FINDINGS

 Generally, I found that most of the customers used milk as a primary product.
Most of the customer use dairy product for self use only.
Customers are satisfied as they get the product within the expected time and in
desired quantity.
Customers are satisfied with the weight as well as quantity of dairy product.
Many retailers are available so customers do not face any problem and get the dairy
products easily.

LIMITATIONS
The limitations of the research were as follows

Many of the customers were not ready to fill the questionnaire.

If more customers had filled the questionnaire then it would have been better as the
company would have got more suggestions.

SUGGESTIONS

1. Measuring the customer satisfaction regularly:

For this, customer satisfaction can be rated on a scale of one to five. On level one the customer
with low level of satisfaction is positioned and on level five the highly satisfied customer is
positioned.

2. Interaction with customers:

Goa Dairy should invent ways to interact with the customers and improve their knowledge about
their preferences and non preferences. Customized offerings should be communicated in a
personalized way.

Learnings
The Summer internship at Goa Dairy has been a wonderful learning experience.
Certain valuable skills like communication/ dealing with customers etc. was also learnt

during the course of the research.

I learnt how to conduct a detailed survey of an organization and analyse accordingly.

Conclusion
The summer internship ended with a submission of report on 20th June 2016.
During the course of time efforts were made to give valuable recommendations to the
company.