DECLARATION

I K.ESWARAN RegNo: 08BIA1347 pursuing MBA programme in

Vysya Institute of Management Studies, Salem. Hereby declare that the

project work entitled “A STUDY ON CUSTOMER SATISFACTION

TOWARDS AAVIN MILK IN SALEM CITY” submitted to Periyar

University, Salem in partial fulfilment of the award of the degree of

Master of Business Administration is bonafied work done by me under

the guidance of Miss K.Archana M.B.A., lecturer, Vysya Institute of

Management studies, Salem. To the best of my knowledge, the work

reported therein does not form part of any other thesis or work on the

basis of which a degree or award was conferred on an earlier occasion.

Signature of the Researcher

Place:

Date:
 ACKNOWLEDGEMENT

I owe my sincere gratitude and take great pleasure in thinking all those personalities

who have helped me to under go this project work in “Aavin Milk in Salem”

I sincerely thank Thiru. J.RAJENDRAPRASAD, Correspondent, Vysya College,

Salem & Dr.P.VENKATESAN, Principal, Vysya Institute of Management

studies, Salem.

I sincerely thank Ms.K.Archana, M.B.A., Lecturer, Vysya Institute of

Management studies for giving me the valuable guidance which led me through the

process of preparation of this project report with its multifarious aspects.

I express my thanks to Dr.PALANISAMY, Project officer who have guided me and

helped me in many ways. I also thank all other employees who assisted me to

complete this project study.

Last but not the least my heartfelt thanks to My Parents and My Friends who guided

me to complete this project successfully. I sincerely dedicate this project to them.

 SYNOPSIS

This project leads to know the ways and means of improving the sales and market in

Aavin milk, Salem. The researcher conducted a study titled "A Customer Satisfaction

towards the Aavin milk".

This study includes customers of the Aavin milk. For this study the researcher

conducted an interview with 150 customers in Salem, and certain statistical tools were

applied.

The Aavin milk concentrates more in prompt delivery milk. This centre is dealing

with all kinds of dairy products. It is famous for quality. These are all the factors

which esteem the value of the Aavin milk.

Finally it was concluded that the Aavin milk is having good image in the minds of the

Salem customers. As well they are well known for better customer relationship.

TITLE OF THE STUDY

“A Study on Customer Satisfaction towards Aavin Milk in Salem City”

OBJECTIVES OF THE STUDY

1. To know the awareness level of various services provided by Aavin milk

2. To know the customers satisfaction level regarding the Aavin milk.

3. To suggest the measures to improve the system of marketing in the present

situation.

SCOPE OF THE STUDY

The project was done with the limit of 150 respondents of a particular area which can

be further extended to more respondents from other districts. The same time the

project was considered with certain factors in relationship to the customer satisfaction

which can be further studied in detail considering the other dimensions also.

LIMATATIONS OF THE STUDY

1. The time period of research was restricted to 30 days.

2. The research finding was applied only in Salem city.

3. The different views and opinions provided by the respondents were subjected to

Personal bias.

4. The respondents may not be true in filling up the questionnaires.

5. The study was only confined to 150 respondents.

6. The reliability of the data may not be dependable.

RESEARCH METHODOLOGY
Research methodology is a systematic way to solve research problem, it may be

understood as a science of studying how research done systematically. This includes

geographical area covered, period of study, research design, method of data

collection, research instrument and sampling design

GEOGRAPHICAL AREA

The study was carried out in Aavin milk, Salem.

PERIOD OF STUDY

The period of study is 10th May 2009 to 10th June 2009

RESEARCH DESIGN

Descriptive research design is used in this study.

SAMPLING DESIGN

SAMPLING UNIT

The sampling units are the customers who are using Aavin milk, omalur in

Salem

SAMPLING SIZE

This study was conducted with a sample size of 150 respondents.

SAMPLING METHOD

The sampling method indicates how the samples are selected from the universe.

The researcher has adopted convenience sampling for research.

Convenience sampling is a method under non-probability sampling. The

researcher selected the respondents based on his convenience.

DATA COLLECTION METHOD

 Data collection is an act of collecting relevant and adequate data required for the

research from sample size

PRIMARY DATA

It acts as the main source and was collected through questionnaire cum interview

schedule.

SECONDARY DATA

It is collected from the net for industry profile and company profile.

RESEARCH INSTRUMENT

For data collection, structured undisguised questionnaire cum interview schedule

was framed with closed-ended questions to maximum extent. Direct personal

interview method was used for collecting information from the respondents through

questionnaire. This questionnaire contains both open ended, dichotomous, close ended

questions along multiple options.

TOOLS FOR DATA ANALYSIS

1. SIMPLE PERCENTAGE ANALYSIS

2. CHI SQUARE

SIMPLE PERCENTAGE ANALYSIS

Percentage refers to a special kind of ratio used to describe relationships.

Percentage=class frequency/total frequency X 100

CHI-SQUARE TEST

Chi-square test is a non-parameter test and is used most frequently by marketing

researchers to test the rightness of hypothesis.

 Hypothesis is a tentative and declarative statement formulated to be tested

describing a relationship between two attributes.

The researchers should state the null hypothesis (the hypothesis to be tested) in

such a way that its rejection leads to the acceptance of the alternative hypothesis.

Chi-square is symbolically written as tests aiming at determining whether

significant difference exists between two groups of data.

∑ (Oi – Ei)

-------------

Ei
CHAPTER IV
 DATA ANALYSIS & INTERPRETATION

Table 1

The Table Showing Respondents Family Size

Particulars Respondents Percentage

2 25 17
3 50 33
4 40 27
5 20 13
6 and above 15 10
Total 150 100

Source: Primary Data

Interpretation

From the above table we can see that 33% of respondents respond that the

family size is 3, 27% of respondents respond that the family size is 4, 17% of

respondents respond that the family size is 2, 13% of respondents respond that the

family size is 5 and 10% of respondents respond that the family size is 6 and above.

60

50

40
CHART NO 1
30

20
The Table Showing Respondents Family Size

10

0
2 3 4 5 6 and above
 Table 2

The Table Showing respondents present occupation

 Particulars Respondents Percentage
Business 45 30
Employed 30 20
Self-Employed 25 17
Professionals 20 13
Others 30 20
Total 150 100

Source: Primary Data

Interpretation

From the above table we can see that 30% of respondents respond that the

present occupation is Business, 20% of respondents respond that the present

occupation is employed and others, 17% of respondents respond that the present

occupation is Self-Employed, 13% of respondents respond that the present occupation

is professionals.

50
45
40 CHART NO 2
35
30 The Chart shows respondents Present occupation
25
20
15
10
5
0
ed

ls
ed
ss

na
oy

s
er
oy
e

io
pl
in

th
pl

ss
m
us

O
m

fe
B

f-

ro
el

P
S

RESPONDENTS
 Table 3

The Table Showing Respondents Income Group

Particulars Respondents Percentage

< 5000 20 13
5000-10000 45 30
10000-20000 30 20
>20000 30 20
No comments 25 17
Total 150 100
Source: Primary Data

Interpretation

From the above table we can see that 30% of respondents respond that the

income group is 5000-10000 , 20 % of respondents respond that the income group is

10000-20000 and > 20000,17 % of respondents respond that the income group is no

comments ,13% of respondents respond that the income group is <5000.

CHART NO 3

The Chart Showing Respondents Income Group

50
45
40
35
30
25
20
15
10
5
0
< 5000 5000-10000 10000-20000 >20000 No comments
RESPONDENTS
 Table 4

The Table Showing Respondents Source Of Purchase

Particulars Respondents Percentage

Departmental store 45 30
Provisional store 20 20
Milk booth 20 13
Cycle vendor 36 24
Delivery Boy 19 13
Total 150 100

Source: Primary Data

Interpretation
 From the above table we can see that 34% of respondents respond that the

source of purchase is departmental store, 24% of respondents respond that the source

of purchase is cycle vendor, 20% of respondents respond that the source of purchase

is provisional store, 13% of respondents respond that the source of purchase is

delivery boy & milk booth.

CHART NO 4

The Chart Showing Respondents Source Of Purchase

50

45

40

35

30

25

20

15

10

0
Departmental Provisional store Milk booth Cycle vendor Delivery Boy
store
RESPONDENTS
 Table 5

The Table Showing Respondents What Brand Of Milk They Purchase

Particulars Respondents Percentage

Aavin 60 40
Arokiya 40 27
Akshaya 0 0
Tasteme 0 0
Nanda 0 0
Nava 0 0
Chakra 0 0
Sakthi 0 0
Can milk 50 33
Total 150 100

Source: Primary source

Interpretation
 From the above table we can see that 40% of respondents respond that they

buy Aavin brand, 33% of respondents respond that they buy can milk, 27% of

respondents respond that they buy arokiya.

CHART NO 5

The Chart Showing Respondents What Brand Of Milk They Purchase

45
40
35
30
25
20
15
10
5
0
e

ilk
ya

ra
ya

a
in

va

i
m

th
nd

m
ak
av

ha
ki

te

ak
a
a

N
ro

n
h
A

as
ks

S
C

a
A

C
T
A

RESPONDENTS
 Table 6

The Table Showing Respondents Quantity in Litres

Particulars Respondents Percentage

1/4 30 20
1/2 30 20
1 40 27
2-3 30 20
4 & above 20 13
Total 150 100

Source: Primary Data

Interpretation

From the above table we can see that 27% of respondents respond that

they buy 1 litres, 20% of respondents respond that they buy 1/2 litres ,1/4 litres & 2-3

litres , only 13% of respondents respond that they buy 4& above.
 CHART NO 6

The Chart Showing Respondents Quantity in Litres

30

25

20

15

10

0
4-Jan 2-Jan 1 3-Feb 4 & above
RESPONDENTS
 Table 7

The Table Showing Respondents How long they purchasing the existing brand

Particulars Respondents Percentage

1 month 30 20
3 month 20 13
6 month 31 21
1 year 34 23
>1 year 35 23
Total 150 100

Source: Primary Data

Interpretation

From the above table we can see that 23% of respondents respond that they

purchase the existing brand for >1 year & 1 year ,21% of respondents respond that

they purchase the existing brand 6 months, 20% of respondents respond that they

purchase the existing brand for 1 months, 13% of respondents respond that they

purchase the existing brand for 3months.

 CHART NO 7

The Chart Showing Respondents How long they purchasing the existing brand

25

20

15

10

0
1 month 3 month 6 month 1 year >1 year
RESPONDENTS
 Table 8

The Table Showing Respondents Availability of milk

Particulars Respondents Percentage

Limited time 25 17
Morning only 45 30
Evening only 20 13
Throughout the day 31 21
Round the clock 29 19
Total 150 100

Source: Primary Data

Interpretation

From the above table we can see that 30% of respondents respond the

availability of milk morning only, 21% of respondents respond the availability of milk

is through out the day19% of respondents respond the availability of milk is round the

clock, 17% of respondents respond the availability of milk is limited time and 13% of

respondents respond the availability of milk is evening only.

CHART NO 8

The Chart Showing Respondents Availability of milk

 35

PERCENTAGE 30
25

20
15

10

5
0
Limited time Morning only Evening only Throughout Round the
the day clock
RESPONTENTS

Table 9

The Table Showing Respondents Influence You to Buy This Brand

 Particulars Respondents Percentage
Brand 30 20
Price 35 23
Taste 20 13
Thickness 15 10
Package 34 23
Availability 16 11
Advertisement 0 0
Total 150 100

Source: Primary Data

Interpretation

From the above table we can see that 23% of respondents respond that

influence to buy milk is price & package, 20% of respondents respond that influence

to buy Aavin milk is brand, 13% of respondents respond that influence to buy Aavin

milk is taste, 11% of respondents respond that influence to buy Aavin milk is

availability, 10% of respondents respond that influence to buy Aavin milk is

thickness..

CHART NO 9

The Chart
25 Showing Respondents Influence You to Buy This Brand
20

15

10

0
t
en
ty
ss

ge
d

te

em
ili
e

e
n

ric

ka

b
as

kn
ra

ila

is
P

ac
T
B

rt
va
hi

e
T

dv
A

RESPONDENTS
 Table 10

The Table Showing Respondents Vitamin A Addition in Aavin Milk and Its Importance

Particulars Respondents Percentage

Yes 90 60
No 60 40
Total 150 100
Source: Primary Data
Interpretation

From the above table we can see that 60% of respondents respond that vitamin

A addition is in Aavin milk and 40% of respondents respond that vitamin A addition

is not in Aavin milk.

CHART NO 10

The Table Showing Respondents Vitamin A Addition in Aavin Milk and

Its Importance

No

70
PERCENTAGE

60
50
40
30
20
10
0
1 2
RESPONDENTS
 Table 11

The Table Showing Respondents Pasteurisation & Homogenisation & Its

Advantage

Particulars Respondents Percentage

Yes 74 49
No 76 51
Total 150 100

Source: Primary Data

Interpretation

From the above table we can see that 51% of respondents respond they don't

know about pasteurisation & homogenisation advantage, 49% of respondents respond

they know about pasteurisation & homogenisation advantage.

CHART NO 11

The Chart Showing Respondents Pasteurisation & Homogenisation & Its

Advantage

51.5

51

50.5

50

49.5

49

48.5

48
YES NO
RESPONDENTS
 Table 12

The Table Showing Respondents Milk Card System

Particulars Respondents Percentage

Yes 85 57
No 65 43
Total 150 100

Source: Primary Data

Interpretation
 From the above table we can see that 57% of respondents respond they know

about milk card system, 43% of respondents respond they don't know about milk card

system.

CHART NO 12

The Chart Showing Respondents Milk Card System

60

50

40

30

20

10

0
YES NO
RESPONDENTS
 Table 13

The Table Showing Respondents Can Milk Sales

Particulars Respondents Percentage

Yes 82 55
No 68 45
Total 150 100

Source: Primary Data

Interpretation
 From the above table we can see that 55% of respondents respond that they

know about can milk ,45% of respondents respond that they don’t know about can

milk.

CHART NO 13

The Chart Showing Respondents Can Milk Sales

60

50

40

30

20

10

0
YES NO
RESPONDENTS
 Table 14

The Table Showing Respondents Adulterants in Milk

Particulars Respondents Percentage

Yes 51 34
No 99 66
Total 150 100

Source: Primary Data

Interpretation

From the above table we can see that 66% of respondents respond that they

don't know about the adulterants in milk, 34% of respondents respond that they know

about adulterants in milk.

 CHART NO 14

The Chart Showing Respondents Adulterants in Milk

70

60

50

40

30

20

10

0
YES NO
RESPONDENTS
 Table 15

The Table Showing Respondents Where They Buy Milk Products

Particulars Respondents Percentage

Departmental store 27 18
Provisional store 41 27
Milk parlour 37 25
Street vendor 24 16
Others 21 14
Total 150 100

Source: Primary Data

Interpretation

From the above table we can see that 27% of respondents respond that they

buy milk products in provisional store, 25% of respondents respond that they buy

milk products in milk parlour, 18% of respondents respond that they buy milk

products in departmental store, 16% of respondents responds that they buy milk
products in street vendor, 14% of respondents respond that they buy milk products in

others.

CHART NO 15

The Chart Showing Respondents Where They Buy Milk Products

30

25

20

15

10

0
Departmental Provisional Milk parlour Street vendor Others
store store
RESPONDENTS
 Table 16

The Table Showing Respondents Awareness of Aavin Brand Milk Products

Particulars Respondents Percentage

Yes 115 77
No 35 23
Total 150 100

Source: Primary Data

Interpretation

From the above table we can see that 77% of respondents respond that

they aware of Aavin milk brand, 23% of respondents respond that they don’t know

about Aavin brand milk.

 CHART NO 16

The Chart Showing Respondents Awareness of Aavin Brand Milk

Products

90
80
70
60
50
40
30
20
10
0
YES NO
RESPONDENTS
 Table 17

The Table Showing Respondents Is The Aavin Milk Products Available

As And When Required.

Particulars Respondents Percentage

Yes 105 70
No 45 30
Total 150 100

Source: Primary source

Interpretation

From the above table we can see that 70% of respondents respond Aavin milk

products is available when required, 30% of respondents respond Aavin milk products

is not available.
 CHART NO 17

The Chart Showing Respondents Is The Aavin Milk Products Available

As And When Required.

80
70
60
50
40
30
20
10
0
YES NO
RESPONDENTS
 Table 18

The Table Showing Respondents Grade the Service of Aavin Milk

Particulars Respondents Percentage

Good 34 23
Satisfactory 29 19
Fair 52 35
Poor 35 23
Total 150 100

Source: Primary source

Interpretation

From the above table we can see that 35% of respondents respond the service

Aavin milk is fair, 23% of respondents respond the service of Aavin milk is good &

poor, 19% of respondents respond the service of Aavin milk is satisfactory.

 CHART NO 18

The Chart Showing Respondents Grade the Service of Aavin Milk

40
35
30
25
20
15
10
5
0
Good Satisfactory Fair Poor
RESPONDENTS
 Table 19

The Table Showing Respondents Have You Come Across Aavin

Advertisement

Particulars Respondents Percentage

Television 52 35
Hand bills 5 3
News Paper 0 0
Railway Station 48 32
Sign Boards 25 17
Others 20 13
Total 150 100

Source: Primary source

Interpretation

From above table 35% of the respondents have come across television

advertisement, 3% of the respondents have come across hand bills, 32% of the

respondents have come across railway station, 25% of the respondents have come

across sign boards, 20% of the respondents have come across other advertisements.

CHART NO 19
 The Table Showing Respondents Have You Come Across Aavin

Advertisement

40
35
30
25
20
15
10
5
0
Television Hand bills News Railway Sign Others
Paper Station Boards
RESPONDENTS

FINDINGS

1.33% of respondents respond that the family size is 3

2.30% of respondents respond that they are doing Business.

3.30% of respondents respond that the income group is 5000-10000

4.30% of respondents respond that the source of purchase in departmental store

5.40%of respondents respond that they are buying Aavin milk

6.27% of respondents respond that they are buying one litre milk.

7.23% of respondents respond that they purchasing the existing brand for 1 year

8.30% of respondents respond that the availability of milk in morning only.

9.23% of respondents respond that influence to buy Aavin milk is price.

10.60%of respondents respond that vitamin A is in Aavin milk.

11.51% of respondents respond they don’t know about pasteurisation and

homogenisation

12.57% of respondents respond that they know about milk card system.

13.55% of respondents respond that they know about can milk sales.

14.66% of respondents respond that they don’t know about adulterants in milk.

15.27% of respondents respond that they buy milk products from provisional store.

16.77% of respondents respond that they aware about Aavin milk products.

17.70% of respondents respond Aavin milk products are available when required.

18.35% of respondents respond the service of Aavin milk is fair.

19.35% of the respondents have come across television advertisement

SUGGESSTION
1. The level of advertisement can be increased.

2. The product can be marketed more in rural areas.

3. More Aavin milk parlour should be included for increasing the sales.

4. Customer Service of Aavin milk can be improved more.

5. Brand involvement should be improved in the mind of customers.

6. Customers can be motivated to buy the product by giving Value Added Services.

7. Awareness of the product can be increased by giving programmes like road shows

for the general public.

CONCLUSION
Aavin milk has a good reputation among the customers so it can be extended to

supply rural also. From various respondents the researcher has gathered lot of

information's about Aavin Milk’s buying Behaviour. Aavin milk is already enjoying

No 1 position in Milk Industry; this gives a positive stand to further strengthen its

position. I conclude that "Aavin is the market leader in milk Industry".