Makwana Mukesh G

A DESCRIPTIVE RESEARCH STUDY REPORT ON "CONSUMER SATISFACTION SURVEY IN BHAVNAGAR DISTRICT WITH THE SPECIAL REFERENCE TO SARVOTTAM DAIRY"

PREPARED BY
MAKWANA MUKESH G MBA-2ND SEM, DR.J.K. PATEL INSTITUTE OF MANAGEMENT,BARODA GUJARAT TECHANOLOGYCAL UNIVERSITY.

GUIDED BY Prof. AMITA GARG

SUBMITTED TO
DR.J. K PATEL INSTITUTE OF MANAGEMENT , GUJARAT TECHNOLOGICAL UNIVERSITY.

Amul Milk Union Ltd.

Makwana Mukesh G

PREFACE
This research study consist of different aspects like formulating the research problem, determining the objectives of study, research methodology, research design, sample design, collecting of data, analyses of data and interpretation.

For the practical research study purpose I have selected the "SARVOTTAM DAIRY"SIHOR. As this was my great experience. I was really honored and keen for visiting this industry. During my training period, I came to kno w what are the desires of the consumers, how to make research, what is situation of the product in the market etc.

I got all the information from unit and making research study about "consumer satisfaction survey toward Amul milk" in the market. I was meeting to the retailer, housewife consumer, and Tea maker etc. In this report we hav e been use the descriptive and empirical research study.

My report is based on the consumer satisfaction survey toward Amul milk. I have tried my best to making research study as much as I could. So through this report I am expressing my skill, thoughts, views and decision making ability and practical ability, which I had observed during my project report study in ""SARVOTTAM DAIRY"SIHOR.

So, this practical study makes us more capable in advance to stand in the role of

today's competitive business world.

Amul Milk Union Ltd.

Makwana Mukesh G

ACKNOWLEDGEMENT
I feel great pleasure in submitting this report as a part of my practical studies. I have prepaid this report on the summer internship program with the great and best reference of "Sarvottam dairy". I convey heartily thanks to my college known as "Dr. J. K Patel Institute of Management" Baroda, for providing us with such an opportunity and to show our hidden skilled and ability through this training program.

First of all I express my sincere thanks to our director sir Dr Abhijit chaterji sir for providing me a golden opportunity to learn management and arranging this practical training program.

I also express my gratitude to Mr.Hasmukh Pandya the production manager of the" Sarvottam dairy." for giving me their precious time and guiding me. I also express my heartily thanks to managing director and their staff for providing me required information and contribute their valuable time.

Place: Date:

Yours Sincerely, Makwana Mukesh G. 2ndSEM MBA Roll no:

Amul Milk Union Ltd.

Makwana Mukesh G

DECLARATION
I, Makwana Mukesh G from MBA SEM2 of the Dr. J. K PATEL INSTITUTE OF MANAGEMENT. Here by declare that the content of this report has been collected by me by personally raising research study through myself and throughout my skill and knowledge.
nd

This report belongs to Dr. J.K PATEL INSTITUTE OF MANAGEMENT. This report has never prepaid earlier. All the information which is given in this report is collected by me. This report is made through the help or the reference of "Sarvottam dairy".

Date:

Signature

Amul Milk Union Ltd.

Makwana Mukesh G

1. 2. 3. 4.

GENERAL INFORMATON ABOUT THE TOPIC LITERATURE RTEVIEW OBJECTIVE OF STUDY

1. INTRODUCTION OF THE PROJECT 2. RESEARCH METHODOLOGY & RESEARCH DESIGN 3. DATA ANALYSES & INTERPRETATION 4. LIMITATION OF THE STUDY

1. SUGGESTIONS 2. CONCLUTION 3. BOBLIOGRAPHY 4. ANNEXTURE

Amul Milk Union Ltd.

Makwana Mukesh G

1. GENERAL INFORMATON Page no. a. Introduction .. b. History and Development... c. Financial arrangement .................. d. Human resource planning .. e. About the Marketing f. Executive Summary. g. About the Product.. 1. ABOUT THE TOPIC......................................................................................................................... 2. LITERATURE REVIEW 3. OBJECTIVE OF STUDY 4. INTRODUCTION OF THE PROJECT.. a. Introduction of Subject Matter. b. Profile of The company. c. Detail Study of Projects. 1. RESEARCH METHODOLOGY & RESEARCH DESIGN a. Methodology . b. Data collection .

I. Data collection method.

c. Data processing d. Sample size. e. Sampling Method ..

i. Sampling design ii. Problem defining.. 1. DATA ANALYSES & INTERPRETATION a. Questionnaire b. Finding and Recommendation.
1.

LIMITATION OF THE STUDY

2. SUGGETION............................................................................................................................................ 3. CONCLUTION............................................................................................................................................... 4.

BIBLIOGRAPHY..

Amul Milk Union Ltd.

Makwana Mukesh G

1. Types of amul milk. 2. 3. 4. 5. 6. 7. 8. 9.

Time duration Product criteria Quality response. Characteristics Price opinion Price satisfaction rate Availability. Service of retailer

10. preference satisfaction

Amul Milk Union Ltd.

Makwana Mukesh G

1. MILK USER RESPONS ... 2. TIME DURATION OF USING MILK . 3. INPORTANTE CRIATERIA OF MILK . 4. QUALITY SATISAFACTION 5. CHARACTERISTICS RESPONSE... 6. PRICE SATISFACTION 7. FRESH MILK SERVICE RESPONSE. 8. FEEDBACK FOR SEVICE PROVIDER 9. PERFORMANCE SATISFACTION.

Amul Milk Union Ltd.

Makwana Mukesh G

Amul Milk Union Ltd.

Makwana Mukesh G

Amul Milk Union Ltd.

Makwana Mukesh G

INTRODUCTION
This company located at sihor(dada ni vav) sihor.The plan area of the industries cover 30 acre land in sihor at Bhavnagar to Rajkot highway road. This is large scale industries. Sarvottam dairy established in 1st march 2000 by shri Bhavnagar district sahkari milk manufacturer such sarvottam dairy is unique dairy. Sarvottam dairy wants to decrease privatization and increase co operative and development rural areas it wants to take revolution as amul dairy has given.
ABOUT THE COMPANY NAME OF THE COMPANY: Sarvottam Dairy ADDRESS OF THE COMPANY: BhavnagarRajkot road at sihor, Dist: Bhavnagar, ph.no -(02846)329633, 225502, Fax no9102846225501 BANKERS: BHAVNAGAR JILLA SAHAKARI BANK LTD. STATE BANK OF SAURASHTRA IDBI BANK OF BARODA AUDITOR: Mr. jagdishbhai Mehta YEAR OF ESTABLISHMENT: 1ST march 2000 YEAR OF REGISTRATION: 12TH December 2005 Regd no. 28701 FORM OF ORGANISATION: Cooperative firm PRODUCTS: milk and butter milk and ghee

Amul Milk Union Ltd.

Makwana Mukesh G

Gujarat dairy development board establishes Bhavnagar dairy in1974.bhavnagar dairy has brand name"sauras". By this name Bhavnagar dairy sells milk and ghee in bhavnagar district. Milk was gathered by making milk purchased from the co operative members are 42500 liter and their selling was54000litre after decrease in purchased aren sales government had close the Bhavnagar dairy on the date of December 24th 1999. The sangh was also enabling to do anything for the crises of the Bhavnagar dairy when the sangh is established in 1974 they take the responsibility to solve the problem of their cooperative member. Because of close the dairy in December 24th 1999 manages nigam and the meeting was called by all the milk producer of the Bhavnagar district in the ground of jilla panchayat because of purchase and selling of management, they assigned responsibility Mr. harishankar R nandva and Mr. mahashankar p pandya with the support of political bodies like Mr.Sunil Oza , Mr.Rajendra sinh rana and Mr mahendera bhai panot of Bhavnagar district Mr. harishankar R nandva and Mr. Mahashankar pandya send the application to Gujarat government to re establishment of sangh in the district both are present merge with uttam dairy by ahamdabad by government department organization to v. c joshi Before 8 years the form of this industry was sole proprietorship but it is converted into cooperative firm.

Amul Milk Union Ltd.

Makwana Mukesh G

Amul was formally registered on December 14, 1946. The brand name Amul, sourced from the sanskrit word Amoolya, means priceless. It was suggested by a quality control expert in Anand. Some cite the origin as an acronym to ("SARVOTTAM DAIRY"SIHOR.). The Amul revolution was started as awareness among the farmers. It grew and matured into a protest movement that was channeled towards economic prosperity. It is a dairy cooperative movement in India. It is a brand name managed by an apex cooperative organisation, Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by some 2.41 million milk producers in Gujarat, India[1]. It is based in Anand town of Gujarat and has been a sterling example of a cooperative organization's success in the long term. The Amul Pattern has established itself as a uniquely appropriate model for rural development. Amul has spurred the White Revolution of India, which has made India one of the largest milk producers in the world. It is also the world's biggest vegetarian cheese brand [2]. Amul's product range includes milk powders, milk, butter, ghee, cheese, chocolate, ice cream, cream, shrikhand, paneer, gulab jamuns, basundi, Nutramul brand and others. In January 2006, Amul plans to launch India's first sports drink Stamina, which will be competing with Coca Cola's Powerade and PepsiCo's Gatorade [3]. Amul is the largest food brand in India with an annual turnover of US $868 million (200506) [4]. Currently Amul has 2.41 million producer members with milk collection average of 5.08 million litres/day. Besides India, Amul has entered overseas markets such as Mauritius, UAE, USA, Bangladesh, Australia, China, Singapore, Hong Kong and a few South African countries. Its bid to enter Japanese market in 1994 had not succeeded, but now it has fresh plans of flooding the Japanese markets [5]. Other potential markets being considered include Sri Lanka.
Amul Milk Union Ltd.

Makwana Mukesh G

50 years after it was first launched, Amul's sale figures have jumped from 1000 tonnes a year in 1966 to over 25,000 tonnes a year in 1997. No other brand comes even close to it. All because a thumbsized girl climbed on to the hoardings and put a magical spell on the masses

Name

Karia district cooperative milk producer's ltd, widely known as "Amul"

From

Cooperative sector registered under the cooperative society act

Location

Amul dairy, nr, railway station, Amul dairy road, Anand Gujarat , India

Registration 14th December, 1946 Kaira district cooperative milk producer's ltd, Anand 388 001. Gujarat Size Production of different products on large scale, collecting 9 to 15 lakh liters milk everyday & producing milk products. Plant There are 4 plants 1) Amul Plant 3) Mogar Plant Banker 2) Kanjari Plant 4) Khatraj Plant

Registered

1. The Kaire District Center CoOperative Bank Ltd. 2. UTI bank 3. SBI 4. Bank of Baroda 5. Corporation bank 6. Bank of
Amul Milk Union Ltd.

Makwana Mukesh G

Maharashtra Working Founders 10:45 am to 5:45 pm 1. Shri Tribhuvandas K. Patel 2. Shri Sadar Vallabhbhi Patel 3. Shri Morarji Desai 4. Shri Verghese Kurien 5. Shri Harichand M. Dalaya

Amul Milk Union Ltd.

Makwana Mukesh G

Achievements \ awards:
Amul a cooperative society and its cooperation has led many different awards in its favor. Magsaysay award for community leadership presented in manila, Philippines to Shri Tribhuvandas Patel, Shri D N Khurody and Shri V. Kurien 1964: "Padmabhusan" award given to Shri T.K. Patel 1965: "Padmshri awarded was given to V. Kurien, general manager, by the president of India 1987: "Best Productivity" awarded by national productivity council for the year 198586 awarded to Amul dairy. 1988: "Best Productivity" awarded for the second successive year 1986 87 by the president of India, Mr. R. Venkatrao to kaira union. 1993: "ICA" Memenoto towards genuine and self sustaining co operative worldwide ICA regional office for Asia and pacific, New Delhi, 1996. 1999: G.B.Birla award. Moreover the Amul union has achieved the prestigious ISO 90012000 and HACCP Certificate and effects are got to obtain ISO 14000.

Amul Milk Union Ltd.

Makwana Mukesh G

FINANCIAL ARRANGEMENT OF THE COMPANY

dary "is a production unit of Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by some 2.41 million milk producers in Gujarat, India. Currently Amul has 2.41 million producer members with milk collection average of 5.08 million litres/ day. In that the as a production unit "Sarvottam dairy" Sihor gives large part of their production. Its milk collection from the bhavnagar district has 1 lakh litres/day. The financial arrangement of the company is very exclusive and in proper manner. The financer of "Sarvottam dairy" is nagrik sahakari bank, SBI, and other cooperative bank etc. They are given 3.60 Rs per FAT to the milk collector. The financial activities of the company are handled by the bhikhubhai pat el. According to their provided data which are given below Costs of the products Amul gold 30.18 Rs Amul tea special 27.28Rs S & T 20.18 Butter milk 13.45 Expenses: Rout expenses - 2500000 Rs Security labour 500000 Rs Light bill 900000Rs Employee salary 900000Rs

"Sarvottam

Amul Milk Union Ltd.

Makwana Mukesh G

HUMAN RESOURCE MANAGEMENT

In the "Sarvottam dairy" the human resource management is directed by the Managing director Harishankar Bhai nandva and other director of the company. There are about 15 employees who handle all the production activities and marketing activities of the company. The amul is an anand milk union limited. It has only collect the milk from the different unit of the society and from which the "Sarvottam dairy" is one production unit and it has make two product of Amul milk as per the order of Amul milk need in the district. Currently Amul has 2.41 million producer members with milk collection average of 5.08 million litres/ day. Working time is 10:45 am to 5:45 pm. In short, Karia district cooperative milk producer's ltd, widely known as "Amul". Who collect the milk from whole milk producer of the Gujarat and doing marketing activities through this cooperative society and whole the command of Gujarat milk producer is handover to Amul milk association.

Amul Milk Union Ltd.

Makwana Mukesh G

ORGANISATION STRUCTURE Chairman (Mahendrabhai Panot)

General Manager (Harishankar Rnandva)

Joint General Manager (Mahashankar P Pandya)

Production Head (Hasmukhbhai Pandya

Finance Head (Bhikhubhai Patel)

Marketing Head Vijaybhai Ramana)

Cooperative Head ( Bharatbhai Kher)

Auditor (jagdishbhai Mehta)

Amul Milk Union Ltd.

Makwana Mukesh G

MARKETING ACTIVITIES
Amul makes control over the marketing activities in the different district. Like "Sarvottam dairy" collect the milk from other sources 120000 litre/day but they do not make the decision about packaging and marketing activities. That decision is taken by the Amul milk association. Amul is the largest food brand in India with an annual turnover of US $868 million (200506). Currently Amul has 2.41 million producer members with milk collection average of 5.08 million liters/day. Besides India, Amul has entered overseas markets such as Mauritius, UAE, USA, Bangladesh, Australia, China, Singapore, Hong Kong and a few South African countries. Its bid to enter Japanese market in 1994 had not succeeded, but now it has fresh plans of flooding the Japanese markets. Other potential markets being considered include Sri Lanka.

The marketing activities of the sarvottam dairy is handled by the Mr. vijay bhai ramana and they are 6 person in the department who are handle the supply chain of the company ,collection of milk from cooperative members and from every rout of the milk provide sources.

Amul Milk Union Ltd.

Makwana Mukesh G

EXECUTIVE SUMMERY

Amul was formally registered on December 14, 1946. The brand name Amul, sourced from the Sanskrit word Amoolya, means priceless. It was suggested by a quality control expert in Anand. Some cite the origin as an acronym to ("SARVOTTAM DAIRY"SIHOR.). Amul is the largest food brand in India with an annual turnover of US$868million (200506) [4]. Currently Amul has 2.41 million producer members with milk collection average of 5.08 million liters/ day. Besides India, Amul has entered overseas markets such as Mauritius, UAE, USA, Bangladesh, Australia, China, Singapore, Hong Kong and a few South African countries. Its bid to enter Japanese market in 1994 had not succeeded, but now it has fresh plans of flooding the Japanese markets [5]. Other potential markets being considered include Sri Lanka. In January 2006, Amul plans to launch India's first sports drink Stamina, which will be competing with Coca Cola's PowerAde and PepsiCo's Gatorade [3]. Moreover the Amul union has achieved the prestigious ISO 90012000 and HACCP Certificate and effects are got to obtain ISO 14000. Founders: 1. Shri Tribhuvandas K. Patel 2. Shri Sadar Vallabhbhi Patel 3. Shri Morarji Desai 4. Shri Verghese Kurien 5. Shri Harichand M. Dalaya

8
Amul Milk Union Ltd.

Makwana Mukesh G

ABOUT THE PRODUCT

"SARVOTTAM DAIRY" is very famous in producing Amul milk brand " AMUL MILK & AMUL BUTTER MILK" the "Sarvottam Dairy" is producing only two product "Amul Gold Milk and Butter Milk".

Product list of Amul milk

Milk Drinks Amul Kool Millk Shaake Amul Kool

Amul Kool Cafe

Kool Koko
A delight to Chocolate Lovers. Delicious Chocolate taste

Nutramul Energy Drink

A drink for Kids - provides energy to suit the needs of growing Kids

Amul Kool Chocolate Milk

Amul Kool Flavoured Bottled Milk

Amul Kool Flavoured Tetra Pack

Amul Milk Union Ltd.

Makwana Mukesh G

Amul Masti Spiced Buttermilk

Amul introduces the Best Thirst Quenching Drink

Amul Kool Thandai

Powder Milk Amul Spray Infant Milk Food

Still, Mother's Milk is Best for your baby

Amul Instant Full Cream Milk Powder

A dairy in your home

Sagar Skimmed Milk Powder

Which is especially useful for diet preparations or for use by people on low calorie and high protein diet.

Sagar Tea Coffee Whitener

Amulya Dairy Whitener

The Richest, Purest Dairy Whitener

Fresh Milk

Amul Milk Union Ltd.

Makwana Mukesh G
Amul Fresh Milk
This is the most hygienic milk available in the market. Pasteurised in state-of-the-art processing plants and pouchpacked for convenience.

Amul Gold Milk

Amul Taaza Double Toned Milk

Amul Lite Slim and Trim Milk

Amul Fresh Cream

Amul Shakti Toned Milk

Amul Calci+

dairy" is produced only two products from these Products of Amul milk. According to their reference I have done research on the Co nsumer satisfaction toward Amul milk in Bhavnagar district. Sarvottam dairy produc ed 6 litter pack, 500ml pack and 1litter pack.

"Sarvottam

Amul Milk Union Ltd.

Makwana Mukesh G

Amul Milk Union Ltd.

Makwana Mukesh G

1. ABOUT THE TOPIC "consumer satisfaction survey toward Amul milk"

What is the desire of the people about the Amul milk? The features and element of the Amul milk is satisfied to people or not? Price, quality, packing and availability all are must be satisfied to the consumer.

According to objective of my practical research study part I have to making research on this topic and make the analyses from getting information and data. So for this research, I have chosen the descriptive researc h and survey method.

Consumer's trend nowadays is less expensive and good quality. Consumers are today buying more and more branded product instead of generic commodities. Working population among women in metro politan and larger town is on the rise such people find less time to buy or procure various products for their households. Their expectations have under gone a sea change, moving from purely cost centric product. Quality and reliability are the new buzzwords even though prices remain very important.

Amul Milk Union Ltd.

Makwana Mukesh G

2. Scope or importance of research study of "consumer satisfaction survey toward Amul milk"
According to my project report manually I set up the following importance: The study of research gives the necessary training in gatheringmaterial and arranging or card indexing them participation in field work when required. And also in technique for the collection of data appropriate to particular problems. I am a student so this research study is careerism or a way to attain a high position the social structure. The object of such survey is to identify the relationship between available variables like new ideas and research problem. This research study method is simple and fruitful method because the information is got from the different people and it's a perso nal research study. Due to this research study I can make survey of respondents and reserch is source for us (student) to make practical knowledge. Those aspiring for careerism in research must develop the skill of using research technique and most thoroughly understand the logic behind them. Knowledge of how to do research will inculcate the ability to evaluate and use research results with reasonable confidence. Questioners and control experimentation and sorting it out and interpreting it.

All stated above is realized important during my training and some are limitations are also there. Those are realized by me on my training time as per my research method and programmed.
Amul Milk Union Ltd.

Makwana Mukesh G

Amul Milk Union Ltd.

Makwana Mukesh G

3. The objectives of the research study "consumer satisfaction survey toward Amul milk".
All the research study has its own specific objectives. So this is a research study project and it's also some objective. The objective of the researcher is on the bases of its research methodology and on which topic is chose by him. So the objective of my research study report is as under:

1.

PRIMARY OBJECTIVE The main objective of the study is making practical research project on consumer's satisfaction toward Amul milk. Here purpose is to make practical in third year and making survey.

2. Through research study I can make logical analyses of my subject matter from collected data 3. Make self study through making questioner and make practical report survey from different user and the seller of the product. Like retailer, housewife, etc. 4. Main aim is to make research about the subject and makecorrect analyses through primary data and secon dary data. SECONDRY OBJECTIVE 1. Other objective is that this report study is being helpful in future on my careerism part. 2. In future if I have to make any practical report then I should be knowledgeable. 3. I must be aware of the present consumer's trend toward the Amul milk and most important thing is to teach the read the mind of consumer toward product purchased time.

Amul Milk Union Ltd.

Makwana Mukesh G

1. INTRODUCTION
I have prepared my report on "consumer satisfaction survey toward Amul milk in Bhavnagar district" With the special reference of "Sarvottam dairy"sihor. The "Sarvottam dairy" is one of the most popular unit of Amul milk. And I have selected this company for my practical study.

This is the production unit of the Amul milk and anand milk union limited. This makes only two products of the amul brand.

Amul Gold milk Amul Butter milk

All the unit of Amul milk is very famous and broad too. "Sarvottam dairy "has been established in 2005. Mr.Mahendra Bhai Panot and Mr.Harishankar Bhai Na ndva and some other persons have slowly started the unit with their own skill andhard work. This unit has produced 1lakh litres/day. And it packaged 60000litres and other 40000litres milk brings to the mother dairy of amul. In current time the unit has a capacity to secure 2 lakh litres milk /day.

Amul Milk Union Ltd.

Makwana Mukesh G

All the producer of the market of all type of products are given the best priority to the consumer satisfaction. Now a day I the modern time modern concept is always proffered by the all producers. According to GANDHIJIS word CONSUMER IS THE GOD FOR THE BUSINESS And product should be as per the consumers wish and expectation not as per the choice of owner of the business. So AMUL PRODUCER is always producing the product as per consumers choice. So consumer satisfaction means what product you are using it should be as per consumers want and need and expectation. It should fulfill all the wants of the consumers at the time of product manufacturing time. So for producing the goods as per consumers want and need they are doing research in market related consumer and after marketing research they come to know about consumers wants and needs toward product and they finally produced it. Consumer is always aware about the market and they preffere some features of products like quality, packing, size, and choice etc. producers produced product as per new trends and modern choice of consumer. So Amul milk producer is produce different milk brands like amul shakti, amul gold, and amul taza, amul tea special etc are the product of amul milk. All these products are fulfill all the wants and need of consumers like quality, thickness, freshness, and availability of product.

Amul Milk Union Ltd.

Makwana Mukesh G

BOARD OF DIRECTORS Mr. Mahendra bhai panot Mr. Mavji bhai bahliya Mr. Chunilal baraiya Mr. Dayaram Bhai baraiya Mr. Bhikha bhai khodifad Mr. Lakhabhai kamaliya Mr. Girjashankar bhai dhandhliya Mr. jesabhai kher Mr. Mathurbhai Zinzuvat Mrs. Devuben bhatt Mrs. Shardaben rajyaguru Mrs. Prabhaben valaki Mr. Harishankar R nandva Mr. Mahashankar P pandya Mr. jagdish bhai mehta Chairman & Managing director Director Director Director Director Director Director Director Director Director Director Director General Manager Joint General Manager Auditor

Amul Milk Union Ltd.

MANAGERIAL STAFF

Mr.Hasmukh bhai pandya Mr.Bhikhu bhai patel Mr.Bharat bhai kher Mr.Vijay bhai ramana Mr.B .J. kher

Production manager Finance manager Cooperative manager Marketing Manager Procurment head

Makwana Mukesh G

Amul Milk Union Ltd.

Makwana Mukesh G

According to my research study I have come to know that all the consumers are giving the first preference to the Quality and price performance of the product. Consumer is giving the preference to the amul gold which is most salable product of the amul milk and good response to their quality performance in Bhavnagar district.

And as per my study 50% people who are prefer amul Gold milk daily bases and 72% people are purchase a milk because of its quality performance. So out of 50 the 92% are satisfied with the amul milk. Now the second criteria of milk purchase is the price here 62% people are not satisfied or high price respondents in compare to the milk quality. Then also 42% peop le are satisfied with amul milk. MILK SELLING OF SARVOTTAM DAIRY

PRODUCTS AMUL BUTTER MILK AMUL GOLD MILK SOUR MILK ROW MILK

LITER .IN LAKH 11.29 162.86 5.2 196.01

Amul Milk Union Ltd.

Makwana Mukesh G

Here total milk is sold by the Gujarat cooperative milk marketing federation ltd. and from it 162.86 lakh liter milk is sold with the amul gold brand name and they are produce the 18.82 liters butter milk from the 11.29 liter collected milk and then sold with amul brand name. Then other rest milk is sent to the mother dairy Gandhinagar. And sour milk is sold in the around area So as per the above graph we can easily understand that the selling of the amul gold milk and the preference to the amul gold is more than the other amul milk for instance than the amul shakti, amul tea special ,amul taza etc.

Amul Milk Union Ltd.

Makwana Mukesh G

COLLECTION OF MILK FROM COMMENCEMENT OF DAIRY TO STILL

YEAR AVG. MILK 200405 2005 06 200607 200708 2008 09

2009010

PERCENTAGE 2556 0 0 8.92 2328 17.27 0 12.98 2730 67.35 1 3084 5 5162 0 101486 96.6

As per the recent data of dairy it is progressive in the milk collection and as per above graph we can know about it easily.

13 Amul Milk Union Ltd.

Makwana Mukesh G

Amul Milk Union Ltd.

Makwana Mukesh G

Research methodology.
What is research Methodology?
Meaning:

Research methodology is a way to systematic only solve the research problem. In it we study the various steps that are generally adopted by a researcher in studying his research problem along with the logic behind them. It is necessary for the researcher to know not only the research method/ techniques but also the methodology. Researcher not only needs to know how to apply particular research techniques but they also need to know which of there methods or techniques are relevant and which are not. We can say that research methodology has many dimensions and research. When we talk of research methodology we not only talk of the research methods but also consider the logic behind the methods we use in the context of our research study and explain why we are using a particular method or technique and why we are not using other so that research results are capable of being evaluated by the researcher. What data has been collected and what particular method has been adopted, why particular method has been adopted, why particular technique of analyzing data has been used and a host of similar other questions are usually answered when we talk of research methodology concerning a research study .

Amul Milk Union Ltd.

Makwana Mukesh G

What is research?
Meaning of research: Research in common parlance refers to a search for knowledge. Once can also define research as a scientific and systematic search for pertinent information on a specific topic. Some people consider research as a movement from known to unknown. "A careful investigation or inquiry especially through search for new facts in any branch of knowledge". Redman and mory define "research as a "systematized effort to gain new knowledge." Research is an academic activity and as such the term should be used in a technical sense. "According to Clifford woody research comprises defining and redefining problem, formulating hypothesis or suggested solution; collecting, organizing and evaluating data; making deductions and reaching conclusions; and at last carefully testing the conclusions to determine whether they fit the formulating hypotheses. For my subject, I have chosen the descriptive research study and its aim is to know about the consumer's satisfaction and other problems related with it. Each research study has its own specific purpose. The aim of my research study is to find out the truth which is hidden. Research Process; "Research process consists of series of actions or steps necessary to effectively carry out research and the desire sequencing of these steps. " The following order concerning various steps provides a useful procedural guideline regarding the research process
1. FORMULATING THE RESEARCH PROBLEM:

There are two types of research problems, viz., those which relate to the states nature and which relate to relationships between variables. The feasibility of a particular solution has to be considered before a working formulation of problem can be set up. The formulation of general topic into a specific research problem thus, constitutes the first steps in a scientific enquiry. Essentially two steps are involved in formulating the research problem, viz., understanding the problem thoroughly and rephrasing the same into m eaningful term from an analytical point of view.
Amul Milk Union Ltd.

Makwana Mukesh G 15 2. EXTENSIVE LITERATURE SURVEY:

Once the problem is formulated, a brief summary of it should be written down. Academic journals, conferences proceedings, government reports, books etc. must be tapped depending on the nature of the problem. In this process it should be remembered that one source will lead to another. The earlier studies, if any, which are similar to the study in hand, should be carefully studies. A good library will be a great help to the researcher at this stage.
3. DEVELOPMENT OF WORKING HYPOTHESES:

After extensive literature survey, researcher should state in clear terms the working hypothesis or hypotheses. In most type of the research the development of working hypothesis plays an important role. Hypothesis should be very specific and limited to the piece of research in hand because it has to be tested. The role of hypothesis is to guide the researcher by delimiting the area of research and to keep him on the right track it sharpens his thinking and focuses attention on the more important facts of the problem. It indicates the type of data required and the type of methods of data analyses to use. Thus, working hypothesis arise as a result of apriori thinking about the subject, examination of the available data and material including related studies and the counsel of experts and interested parties. Working hypothesis is more useful when stated in precise and clearly define term 4.
PREPARING THE RESEARCH DESIGN:

research problem having formulated in clear cut term, the researcher will be required to prepare a design, i.e., he will have to state the conceptual structure within research would be connected. The preparation of such a design research to be effecie4nt as possible yielding maximal information. words, the function of the research design is providing for the of relevant evidence with minimal expenditure of effort, time and flexible research design which provides opportunity for considering different aspects of a problem is considered appropriate if the purpose research study is that of exploration.

Amul Milk Union Ltd.

Makwana Mukesh G

5.

DETERMINING SAMPLE DESIGN:

All the items under consideration in any field of inquiry constitute a 'universe' or 'population'. A complete enumeration of all the items in the population so known as census survey. Quite often we select only a few items from the universe for our study purpose. The items so selected constitute what is technically called a sample.

The researcher must decide the way of selecting sample or what is popularly known as the sample design in other words, a sample design is a definite plan determined before any data are actually collected for obtaining a sample from a given population. Under mention of the important sample designs is as follow. i. ii. iii. iv. v. vi. vii. viii. 6. Deliberate sampling Simple sample sampling Systematic sampling Stratified sampling Quota sampling Cluster sampling and area sampling Multistage sampling Sequential sampling
COLLECTION THE DATA:In

dealing with any real life problem it is often found that data at hand are inadequate, and hence it becomes necessary to collect data that are appropriate. There are several ways of collecting the appropriate data which differ considerably in context of money costs, time and other resource at the disposal of the researcher. Primary data can be collected either through experiment or through survey. If the researcher conducts an experiment he observes some quantitative measurements, or the data with the help of which he examines the truth contained in his hypothesis. But in the case of a survey, data can be collected by any one or more of the following ways: i. By observation

i i .

Through personal interview

Amul Milk Union Ltd.

Makwana Mukesh G

iii. Through telephone interview iv. By mailing of questionnaire v. Through schedules The researcher should select one of these methods of collecting the data taking intoconsideration the nature of investigation, objectives and scope of the inquiry financial resources available time and the desired degree of accuracy.
17

7.

execution of the project is very important step in the research process. If the execution of the project proceeds on correct lines, the data to be collected would be adequate and dependable. The steps should be taken to ensure that the survey is under statistical control so the collected information is in accordance with the predefine standard of accuracy. Ifsome of the respondents do not cooperate, some suitable methods should be designed to tackle this problem.
EXECUTION OF PROJECT:

8.

ANALYSES OF DATA:

After the collected the data the researcher turns the task of analyzing them. The analyses of data requires a number of closely related operations such as establishment of categories, the application of this categories to raw data though coding, tabulation and then drawing statistical inferences.

9. HYPOTHESIS TESTING: After analyzing the data as stated above, researcher is in a position to test the hypotheses, if any, he had formulated earlier. Do the facts support the hypotheses or they happen to be contrary? This is the usual question which should be answered while testing hypothesis, various test, such as chi square test, ttest, ftest, have been developed by statistician for the purpose. The hypotheses may be tested through the use of one or more of such tests, depending upon the nature and objectives of researcher had no hypothesis to start with, generalizations established on the bases of data may be states as hypotheses to be tested by subsequent researcher in time to time. 10. If a hypotheses is tested and up held several times, it may be possible for the researcher to arrive at generalization, i.e., to build a theory, as a matter of facts, the real value of research lies in its ability to arrive at generalization. If the researcher had no hypothesis to start with
Amul Milk Union Ltd. GENERALISATION AND INTERPRETATION:

Makwana Mukesh G

he might seek to explain his findings in the bases of some theory. It is known as interpretation the process of interpretation may quite often trigger off new questions which in turn may lead to further research. 11. Finally, the researcher has to prepare the report of what has been done by him. Writing of report must be done with great care keeping in view the following
PREPARATION OF THE REPORT OR THE THESIS:

i. Introduction: it should contain a clear statement of the objectives of the research and an explanation of the methodology adopted in accomplishing research. the scope of the study along with various limitation should as well be stated in this part. ii. Summary of findings: after introduction there would appear a statement of findings and recommendations in non technical language. iii. Main report: the main body of the report should be presented in logical sequence and broke down into readily identifiable sections. iv. Conclusion: towards the end of the main text, research should again put down the results of his research clearly and precisely.

Amul Milk Union Ltd.

Makwana Mukesh G

Data Collection. The task of data collection begins after a research problem has been defined and research design/ plan chalked out. While deciding about the method of data collection to be used for the study, the researcher should keep in mind two types of data viz., primary and secondary data. Primary data: The primary data are those which are collected afresh and for the first time, and thus happen to be an original in character. Secondary data: The secondary data are those which have already been collected by someone else and which have already been passed through the statistical process. The researcher would have to decide which sort of data he would be using for his study and accordingly he will have to select one or the other method of the data collection. The methods of collecting primary and secondary data differ since primary data are to be originally collected, while in case of secondary data the nature of data collection work is merely that of compilation. Data collection Method. There are main two types of the data which are as under: a. Primary data collection and b. Secondary data collection Primary data collection method: In case we do research of the descriptive type and perform surveys, whether sample survey or other surveys, then we can obtain primary data through observation or through direct communication with respondents in one form or another. There are several methods of collecting primary data, particularly in surveys and descriptive researches. I. OBSERVATION METHOD II. INTERVIEW METHOD THROUGH QUESTIONER METHOD III. SHEDULES ETC., Here was used questioner method because it was a descriptive research method and empirical research method
Amul Milk Union Ltd.

Makwana Mukesh G

Collection of data through questioners: This method of data collection is quite popular; particularly in case of big inquiries. It is being adopted by private individuals, research workers, private and public organizations and even by governments. A questioner consists of a number of questions printed or typed in a definite order or forms. Secondary collection method: As name suggest itself secondary data means data which are already exist somewhere. It might be used some where just we have to collect. For my research study I have collected fresh data i.e. primary data directly from relevant respondents in Bhavnagar district Data Processing. One should look to the process of market research which high light the information collected which is like raw data. Thus, processing is the next task, these deals with editing of survey forms, coding of answers and ultimately the tabulation. The data, after collection, has to be processed and analyses in accordance with the outline laid down for the purpose at the time of developing the research plan. This is essential for a scientific study and for ensuring that we have all relevant data for making contemplated comparisons and analysis. "Processing implies editing, coding, classification and tabulation of collection data". There are persons who do not like to make difference between processing and analysis. Like Selltiz, Jahoda and others.

21 Amul Milk Union Ltd.

Makwana Mukesh G

Sampling. What is sampling?

It needs to be emphasis that when the universe is small one, it is no use resorting to a sample survey. The respondents selected should be as representative of the total population as possible in order to produce a miniature crosssection. The selected respondent constitute what is technically called a 'sample' and the selection process is called 'sampling technique'. The survey so conducted is known as 'sample survey'. Algebraically, let the population size be N and if a part of size n of the population is selected according to some rule for studying some characteristics of the population, the group consisting of these n units is known as 'sample' Researcher must prepare a sample design for his study i.e., he must plan how a sample should be selected and of what size such would be. Sample size: I have selected convenient sampling from Bhavnagar district. My sample size is 50 respondents: Housewife (15) Tea maker (25) Retailer (10)

Sampling design.
A sample design is a definite plan for obtaining a sample from a given population. It refers to the technique or the procedure the researcher would adopt in selecting items for the sample. Sample design may as well lay down the number of items to be included in the sample i.e., the size of the sample, sample design is determined before data are collected. There are many sample designs from which a researcher can choose. Some designs are relatively more precise and easier to apply than others. Researcher must select/prepare a sample design which should be reliable and appropriate for his research study.

Amul Milk Union Ltd.

Makwana Mukesh G

Steps in sampling design are as under:

A. Type of universe B. Sampling unit C. Source list D. Size of sample E. Parameter of interest F.Budgetary constraint G. Sampling procedure

Amul Milk Union Ltd.

Makwana Mukesh G

Research design.
What is research design? In which way research design i s related to descriptive and empirical research study? "Research design is the arrangement of conditions for collection and analysis of data in a manner that aims to combine relevance to the research purpose with economy in procedure." The task of defining the research problem is the preparation of the design of the research project, popularly known as the "research design". Descriptive research studies are those studies which are describing the characteristics of a particular individual, or of a group. Descriptive study concerned with specific predictions, with narration of facts and characteristics concerning individual, group or situation are all examples of descriptive research study. Most of the social research comes under this category. In descriptive research study must be define clearly, what he wants to measure and must find adequate methods for measuring it. The research design in such studies must be rigid and not flexible and must focus attention on the following. (a)Formulating the objective of the study. (b) Designing the method of data collection. (c)Selecting the sample. (d) Collecting the data. (e)Processing and analysing the data. (f) Reporting the findings. According to above information report data from my research study is What the study is about and why is it being made? The research study project is about the "Consumer's satisfaction toward Amul milk in Bhavnagar District".
Amul Milk Union Ltd.

Makwana Mukesh G

This report is the part of our study and for the career also. What technique of gathering data will be adopted? This was the descriptive and empirical research study so from the research design here used "questioner survey method". How much material will be needed? My survey was for the limited area and under questioner method so that the material was from college reference and company. From where the required data was found? My research method was questioner based so the according to research related information was gathering from retailer, housewife and wholesalers etc. The other general information was got from the "sarvottam dairy"sihor. Processing and analysing the data. Reporting the finding information and survey.

Amul Milk Union Ltd.

Makwana Mukesh G

PROBLEM DEFINING Research is based on problem. Problem identification is the first stage in research procedure. It is not necessary that research always make on the problem study base but without problem research study can arranged by the researcher for the required information related with it. Here the marketing manager wants to know that through which criteria consumer satisfied and which factors are important for them when they purchase amul milk. Here, I make the research project report on the "Consumer Satisfaction toward Amul milk" through this research project we have to know that which criteria usually consider and which are beneficial for consumer and this study project is my part of study and careerism part. Through this report marketing manager can knew the consumer satisfaction level and what consumer consider when they purchase the product of Amul milk. My project report is through survey method in descriptive research and data collection method is used through questioner. After all I think I will give good information level and research problem which are faced by me. Through this project I could know the how to make research? Which method should use in what research I make? And which research should apply on particular problem solving? So through this we can come to know about such knowledgeable things.

Amul Milk Union Ltd.

Makwana Mukesh G

Amul Milk Union Ltd.

Makwana Mukesh G

Data Analysis and Interpretation.

Data analysis: Analyses of data in a general way involves a number of closely related operations which are performed with the purpose of summarizi ng the collected data and organizing in such manner that theyanswer the resea rch questions. Analysis categorized Descriptive analyses and statistical or inferential analysis. A descriptive analysis is largely of distributions of one variable. Data interpretation: Interpretation refers to the task of drawing inferences from the collected facts after an analytical or experimental study. The task of interpretation has two major aspects (1) the effort to establish continuity in research through linking the result of a given study with those of another (2) the establishment of some explanatory concep ts. "In some sense, interpretation is concerned with relationships within the colle cted data, partially overlapping analysis. Interpretation also extends beyond the data of the study to include the results of other research, theory and h ypotheses." Thus, interpretation is the device through which the factors that seem to explain what has been observed by researcher in the course of the study can be better un derstood and it also provides a theoretical conception which can serve as a guide for further researches.

Amul Milk Union Ltd.

Makwana Mukesh G QUESTIONNAIRERESPONDENCE

I, Makwana Mukesh G. from Dr. J. K. Patel Institute of Management making research study project. I promise that your reference will never use any wrong way. I will use all this information only for my own objective. So please give your reference without any doubt and confusion.

1. Personal profile: NAME:

ADDRESS: . AGE: SEX: MALE [ ] FEMALE [ ]

OCCUPATION: ..

a) HOUSEWIFE b) RETAILER c) TEA MAKER 2. Which type of Amul milk you are using? a) AMUL GOLD b) AMULTAZA c) AMUL TEA SPECIAL d) AMUL SHAKTI 3. Time duration since when you are using Amul milk? . Amul Milk Union Ltd.

Makwana Mukesh G 4. Which criterion of the product is important for you? a) QUALITY b) PRICE c) DURABILITY d) ALL 5. Are you satisfied with the quality of Amul milk? a) YES b) NO If no, Reason 6. When deciding the quality which characteristics you are using? a) THICKNESS b) FRESHNESS c) TESTE d) ALL 7. What is your opinion about the price of Amul milk? a) HIGH b) SAME c) LAW 8. Are you satisfied with the price of Amul milk? a) YES b) NO 9. Are you getting fresh milk? a) YES b) NO 10. What do you think about the service of retailer/distributor? a) EXCELLENT b) GOOD c) AVERAGE d) POOR 11. What do you think overall performance of Amul milk? Amul Milk Union Ltd.

Makwana Mukesh G a) SATISFACTORY b) AVERAGE c) NOT SATISFACTORY 12. SUGGETION TO . .. ..

Amul Milk Union Ltd.

Makwana Mukesh G 2. Which type of Amul milk you are using?

Occupation

Total No. of respondents

Amul Gold

Amul Taza

Amu l Te a Specia l 2 18 20 40%

Amul shakti

Retailer Housewife Tea maker Total % Interpretation:Here,

10 15 25 50 100%

7 15 3 25 50%

1 45 10%

0%

there are four types of milk and I having done survey on the based of three occupation Housewife (15), Retailer (10), Tea Maker (25). Here, the usage/ selling rate of amul gold product is higher in the housewife and retailer while in case of tea maker it is lower. In case of retailer of amul milk 7 people sales amul gold and 1 who sales amul taza and 2 respondent who sales amul tea special. The rate of amul taza is very low. I was having chosen 25 tea makers for amul milk research project. From them 3 are used amul gold and 4 respondent used amul taza and most of the respondent used amul tea special. From the above table we can say that the total percentage rate of amul gold is higher in all three areas. So, the large part of people has satisfied with using amul gold. And in second the rate of amul tea special is higher and the third is amul taza which consumed by respondents. The use of amul shakti is very often in the bhavnagar district.

Amul Milk Union Ltd.

Makwana Mukesh G

Types of Amul Milk

50% 50% 40% 30% %of Respondents 20% 10% 0% 40%

Amul Gold Amul Taza Amul Tea Special Amul shakti

10% 0%

Amul Gold Amul Taza Amul Tea Special

Amul shakti

Amul Milk Union Ltd.

Makwana Mukesh G 3. Time duration since when you are using Amul milk?

Occupation

Total No. of respondents 10 15 25 50 100%

2 to 4 Years 6 9 6 21 42%

5 to 10 years 3 5 16 24 48%

Retailer Housewife Tea maker %

10 to 15 years or above 1 1 3 5 10%

Interpretation:In

my research project, I have divided in 3 categories to

year. In first category, those respondents are included who are using amul milk since 2 to 4 years. According to occupational survey report I come to know about respondent's satisfactory level. From that survey there are 9 housewife respondents who are using amul milk since 2 to 4 year and then there are 6 retailers and 6 tea makers. The total percentage of respondent who using amul milk since 24 years is 42% in the bhavnagar district. In the second category those are included who purchase amul milk since 5to 10 years. According to my report study I got 48% of respondent's positive response toward amul milk because all those are never used any other milk. And the third category of year is those respondents who are using amul milk since 10 to 15 year's long period of time. There is not highly response but it is average or good response for amul milk in this competitive market. Total percentage of respondent is 10%.

Amul Milk Union Ltd.

Makwana Mukesh G

2 to 4 5 to 10 10 to 15 years or above

10 %

42%

48%

Amul Milk Union Ltd.

Makwana Mukesh G 4. Which criterion of the product is important for you?

Occupation Retailer Housewife Tea maker Total %

Total No. of Quality respondents 1 7 0 1 1 0 5 1 2 9 5 3 5 6 0 72% 100%

Price 2 2 4 %

Durability 437 14% 3 1 1 5 1 0 %

Interpretation:If

consumer purchase only amul milk since long period of time then why they are using amul milk which criteria are satisfied to them? Here in this project I consider the three criteria of product which are mostly considered by consumers. i.e., Quality, price, durability, and all. According to first criteria there are 72% of respondent who are consider the quality of amul milk and highly satisfied with it. In that case the higher response is from the tea maker and who concentrate on the quality of milk. There are 19 respondents who give concentrates on the quality of milk. The second criterion of amul milk is price. Today according to market situation what is the opinion of respondents for the price of amul milk is it high or low. But according to my survey there are most of the respondents not considering the price while they purchase amul milk because in compare to quality the price of milk is good. But in contrast the price of amul milk is normally high. The total percentage of price respondents is 10% who are considered price when they purchase amul milk. The third criteria is durability which considered by me for research. The total percentage of respondent is 14% who considered the durability when they purchase amul milk and they are all satisfied with durability of milk. And in last there are 10% of respondent who considers all the criteria of product.

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Makwana Mukesh G

% of Re spondents

Criteria of Product

Quality Price 8 0 % 7 0 % 6 0 % 5 0 % 4 0 % 3 0 % 2 0 % 1 0 % 0 % Quality Price Durability 72% Durability All l

14% 4%

1 0 %

A l

l
Amul Milk Union Ltd.

Makwana Mukesh G 5. Are you satisfied with the quality of Amul milk?

Occupation Retailer Housewife Tea maker Total %

Total No. of respondents 10 15 25 50 100%

Yes 10 14 22 46 92%

No 1 3

4
8%

this question I came to know that how many respondents are satisfied with quality. According to my research study project, the respondents of amul milk are highly satisfied with quality in bhavnagar district. The total satisfied respondents who say that the quality of amul milk is the best criteria and mostly considered by all respondents. The total % of satisfied respondent with quality of milk is 92% while 8% respondents are not satisfied with quality of product. So satisfaction level is higher in matter of quality in bhavnagar district.

Interpretation:According

Amul Milk Union Ltd.

Makwana Mukesh G

% of

Quality Responce Yes No

100% 80% 60% R espondent s 40%

92

20% 0% Y e s No

8%

Amul Milk Union Ltd.

Makwana Mukesh G 6. When deciding the quality which characteristics you are using?

Occupation Retailer Housewife Tea maker Total

Total No. of respondents 10 15 25 50

Thickness Freshness Test All 3 9 16 28 2 4 2 8 3 2

1 3

1 4
7

100%
Interpretation:

56%

7 16% 14% 14%

According to above statement if consumers are satisfied with quality of amul milk then which characteristics has considered by them to decide quality. I having made research on three characteristics for decide quality. And those characteristics mostly considered by them. i.e., thickness, freshness, and test. Thickness is accepted by 56% of respondents which is highest selected characteristics because most of the tea maker gives concentrate on thickness of milk. There have been 16 tea makers who are considered to thickness of milk at a purchasing time. Then 9 house wife respondents and the retailer who are not gave the priority to thickness. The second characteristics is freshness because respondent always purchase fresh milk but in this case the question is concentrate on that is it any type of bad smell or other problems. 16% of respondents are satisfied with fresh ness of milk. The third characteristic is test is there consumer satisfied with it or not. Here 14% of respondents are considering the test and in that case the tea maker response is higher. Here conclusion is that highly market is covered by the thickness characteristics of milk.

Amul Milk Union Ltd.

Makwana Mukesh G

characteristic

Thicknes s Freshne ss Test

60% % of 40% Responde nts 20% 0%

56 % 16% 14 % 14%

Thickness Tes t
Amul Milk Union Ltd.

Makwana Mukesh G 7. What is your opinion about the price of Amul milk?

Occupation Retailer Housewife Tea maker Total %

Total No. of respondents 10 15 25 50 100%

High 4 11 16 31 62%

Same 649 19 38%

Low 0 0%

Interpretation:According

to present scenario the market is very hot setuation means in short all people must consider the price factor of product. Here consumer said that the price of milk is high. According to my project report I come to know that 62% of respondents not satisfied with price level of amul milk. There are 38% of people who are satisfied with price of amul milk. But those are satisfied with compared to quality .and third option is the price is law or not but the price of milk is same compared to their quality.

Amul Milk Union Ltd.

Makwana Mukesh G

Price Opinion

0%

High Same Low 38%

62%

Amul Milk Union Ltd.

Makwana Mukesh G 8. Are you satisfied with the price of Amul milk?

Occupation Retailer Housewife Tea maker Total

Total No. of respondents 10 15 25 50 21 100% 42%

Yes 6 5 10 29 58%

No 4 10 15 %

to earlier statement of the question there is 62% of respondents said that the price is high and in the context with the response of respondents is very poor. 58% of respondent is not agreed with the price level of amul milk because they are not satisfied with price. 42% of respondent who satisfied with price in context of quality all these are consider satisfactory level in compare with other milk producer in bhavnagar district.

Interpretation:According

34

Amul Milk Union Ltd.

Makwana Mukesh G

Price Satisfaction Rate Yes No 5 8 42%

6 5 0 % of 4 0 20% 10% 0%

Respondents 30%

Y e s

No

Amul Milk Union Ltd.

Makwana Mukesh G 9. Are you getting fresh milk?

Occupation Retailer Housewife Tea maker Total %

Total No. of respondents 10 15 25 50 100%

Ye s 1 0 1 5 2 5 5 0 100 %

No 0 0%

question survey is related with dealership service means all are get dealership service better or not if get good service then all are getting fresh milk. Here the response of consumer is 100% means there is no problem like only just they can get in the morning and there is no other time to provide milk but there is no such problem all are getting fresh milk. There no problem likes bad smell etc.

Interpretation:This

Amul Milk Union Ltd.

Makwana Mukesh G

Availibility of Fresh Milk

0%

Yes No

100%

Amul Milk Union Ltd.

Makwana Mukesh G
1. What do you think about the service of retailer/distribu

tor? Total No. of respondents Retailer 10 Housewife 15 Tea maker 25 Total 50 % 100% 30% Interpretation:According to Occupation Excellent 2 1 12 15 46% Good 6 9 8 23 4% Average 1 1 Poor 1 4 5 10

2 20%

above information from market. The response is 100% but from the consumer point of view - in my project I divide the consumer satisfaction level in different step like, excellent, good, average, and poor. 30% of respondents highly satisfied with service of retailer/ distributor there is no problem above any thing. And 46% of respondents who are included in lower then excellent performance of distributor services. And now in the third category 4% of respondents face some problems toward distributor. And now last 20% of respondent have very poor performance of distributor or retailer due to such problems like taken high price than the printed price, not provide on the time etc

Amul Milk Union Ltd.

Makwana Mukesh G

Service of Retailer/ Distributor

46% Excellent Good Average Poor

50% 40%

3 0 %

% Of

20% 4 % Excellent Poor

Respondents 20% 10% 0% Good Average

Amul Milk Union Ltd.

Makwana Mukesh G 11. What do you think overall performance of Amul milk?

Occupation Retailer Housewife Tea maker Total %

Total No. of respondents 10 15 25 50 100%

Satisfactory 68 10 24 48%

Average 47 14 25 50%

Not satisfactory 1 1 2%

Interpretation:Here

the performance of amul milk is highly 50% means there are 50% of respondents in bhavnagar district are satisfied at average level not very high satisfactory and not very low. Now 48% of respondents are fully satisfied and in third 2% of respondents only not satisfied in bhavnagar district. From above table and interpretation I came to know the conclusion is that the performance of amul milk is very good with compared to other milk producers.

Amul Milk Union Ltd.

Makwana Mukesh G

Perf2%mance or

satisf actio n

Satisfa ctory Ave rag e Not satisfactor y 4

Amul Milk Union Ltd.

50% 8%

Makwana Mukesh G

4. Limitations of research study of "consumer satisfaction survey toward Amul milk".

All research has some research problems that are called research limitation. And here some limitations which are founded by me which related with my research method those are as under. 1) The descriptive research study is a highly time consuming. 2) Some time due to false information the study divert wrong direction. 3) Due to some wrong questioning also make faulty research and also due to lack of questions style means communication skill. 4) This research is some time not helpful like in broad areas of analyses. 5) Due to insufficient information means problems relating to the process of data collection and related things.

Amul Milk Union Ltd.

Makwana Mukesh G

12.

Suggestions which are got from the consumers for the amul milk

According to my survey from the market I come to know about the some problems in the amul milk. Those problems are faced by the consumer in present time. But the performance of the amul milk is better than the other milk produced company. Here the problems are not very high percentage because according to my survey object I got better performance of amul milk in the bhavnagar district. Here my intension is to check out that consumers of amul milk are satisfied or not? There are some problems which are as under o High price is the current main problem according to majority view. o There are few people not satisfied with the quality. Here this problem is very low percentile of total size of sample. In quality overall performance is not bad but from the tea maker's point of view the thick ness of the milk is decreased than earlier. o The percentile of the packaging and dealer ship problem is very low. But the performance of the amul milk is very good and satisfactory in the bavnagar district. The amul milk is fully satisfied to the all users.

Amul Milk Union Ltd.

Makwana Mukesh G

Conclusion
From my research study part I come to known that which are the most important factored in the amul milk and through which factor they are satisfied. According to my project topic" consumer satisfaction" I make research on it and ultimately I got some result about satisfaction of consumer. In the bhavnagar district the satisfaction toward amul milk is better than the other milk producer. From consumer point of view they are mostly satisfied with quality and so that they never concentrate on the price factor. From my research study quality of amul milk is better in case of amul gold. 92% of respondent have satisfied with the amul milk brand i.e., amul gold, amul tea special etc. There are negative responses toward price of amul milk. From the consumer point of view the the price of milk is very high. But in order to quality also better. Here most of the tea maker purchase the tea special otherwise amul gold. The result of amul milk is not satisfactory than the earlier milk. Because they having some problem in quality and dealership and price. In short the consumer of amul milk is average satisfied with its performance in bhavnagar district. In present time the consumers of amul milk is highly satisfied with quality.

Amul Milk Union Ltd.

Makwana Mukesh G

Bibliography
1. Research Methodology - C.R. Kothari 2. Marketing research - king's

Amul Milk Union Ltd.

Makwana Mukesh G

1. Personal profile: List of Respondents No

1. 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20

Name
Rafik Bhai Hasan Bhai Saiyad Masir Bhai Jitu Bhai Manvani Vikram Sinh Jadeja Jagdish Sinh B Gohil Kmal Bachubhai Tolani Kessu Bhai Notan Das Nurabhai Chavala Tejas Bhagvanbhai Makwana Hanifbhai Sumra Chandu bhai Notandas Rafik Bhai chavala Parchit bhai Dhanamal Nagdev Pavanbhai Nanubhai Rasulbhai Bachubhai Sonalia Vakhani Chandu Bhai M Nanubhai Nagabhai chauhan Mausinbhai Satar bhai Bharat bhai Rangit bhai dabhi Allarakhabhai Jitendra bhai diyal bhai Makwana Budha bhai Magan bhai Mer Dinesh bhai Bhupat bhai Chauhan Guarav D nirmal Thakkar Maruti Cha Ghar Bhavna ben Pankaj Bhai Kothari Jasiben Dinabhai Bagdaria Madhuben Tulsi Bhai 999838173

Address TEA MAKER

Gayatri Chamber, Station Road, Bhavnagar. Pathikashram, Nr; Lakhani Market, Bhavnagar. Muskan Tea, Station Road, Sihor. Nr; Bus Stop, Bhavnagar. Gangajaliya talav, Rajvadi cha ghar, Bhavnagar. Kalanala chowk, Nr; Trade Centre,Bhavnagar. Kalanala chowk, Krushn Vijay Hindu Hotel, Bhavnagar. Panchmukha Mahadev, Main Bazar, sihor Panwadi, Bhavnagar. Rajwadicha ghar, station road, Bhavnagar. Bhid Bhanjan,Shree Shubh Restaurant, Bhavnagar. Kalanala,Bhavnagar. Narayan Hotel, Highcourt Road,JK street, Bhavnagar. Narayan cha ghar, GF41 Ground floor,Business Centre,Bhavnagar. Station Road,Sihor. Jashonath chowk,Taxi stand,Bhavnagar. Hari om Cha Ghar, Main bazar,Sihor. Khodiyar Mandir, Sihor. Vandna Cha ghar,Bhavnagar road, sihor. Manekvadi,Station Road, Bhavnagar. Chamunda Cha ghar,Main bazar, sihor. Railway station,Sihor. Panwadi, Bhavnagar. Amba Choak, Bhavnagar. Sanskar Mandal, Bhavnagar.

Age Telephone
40 65 35 40 35 25 40 30 19 57 45 55 28 37 50 42 40 9428389978 20 223670 40 9375719952 65 21 35 43 50 22 50 45 42 45 9725225384 2523389 9426967636 9898591881 9898585428

22 23 24 25 1 2

9924329631 9558584186 9601961600 3

HOUSE WIFE
Dholakiya Sheri, SIHOR Ramjimandir Same,Panwadi, Bhavnagar. Plot no :34 Maruti nagar, Railway station road, sihor, Amul Milk Union Ltd.

Makwana Mukesh G 4 5 Chauhan Manjuben D Sumat baa Bachubha Gohil Laxmiben Bharat bhai all 9714941217 7 Vadvala Mandir, 8 9 10 11 Jayshree ben R Mehta Hinaben Uday bhai Kharchuria Radhaben Jabra bhai All Minaben Suresh Bhai Solanki Bhadrka Jaya ben M 9428496854 13 Behind Jalaram Lati, Railway station Sehnaj Ikbalhasan belim Minaben Bharat bhai Rathod Ghanshyam Natu bhai chavda Baraiya KanjiBhai T Gohil Jitubha Kunjan Trivedi Rohitbhai Rathod Ashish Gohil Labhubhai Nagabhai Chauhan Hiteshbhai Vadhera Umesh Bhai D Makwana Vasani Prakashbhai K Sai baba society, sihor. Jagdish Nagar, Rajkot Road, Sihor. Ghogha road, gurukul, Bhavnagar. Nita ben Hitesh Giri 25 Bhavnagar. Dhobi Sheri, Mori no khacho, Sihor. Vadva Post office,Panwadi Chowk,Bhavnagar. Lakhaji Ngar, Bhavnagar. Jagyali sadak Panwadi Bhavnagar 123 Chitra, G I D C ,Bhavnagar. Sanghavi Rasila Ben .D 40 Road Sihor. Bhagvati Nagar, Garibsha pir ni darga,sihor. Ahemdabad Road , sihor 47 9974868797 35 231661 6 40 Panwadi, Nr: 9723345617 40 41 40 35 50

43323 9913384258 12

9099328800 42 30 22 35 50 25 30 30 35 32 31 40 9426274900 9429470474 222807 9898397157 9016948525 9723661548

14 15 1 2 3 4 5 6 7 8 9 10

RETAILER
Somnath Pan Parlar, Sihor. Jawahar Nagar, Bhavnagar. Railway Station, Chamunda Dudhalay, Sihor Gayatri Pan centre, Ghanghli road. Sihor. Chamunda Pan centre, Ahemdabad Highway,Sihor. Madhuli Pan Parler,Sitaram Chowk.Kaliyabid, Bhavnagar. Hari Om Cha Ghar, Main Bazar, Sihor. Panwadi Chowk, Bhavnagar. Morcha Sheri, Main bazar, Sihor. Mohan Tirth, Sidsar Road, Bhavnagar.

9998692843

Amul Milk Union Ltd.

Makwana Mukesh G

A DESCRIPTIVE RESEARCH STUDY REPORT ON "CONSUMER SATISFACTION SURVEY IN BHAVNAGARDISTRICT WITH THE SPECIAL REFERENCE TO SARVOTTAM DAIRY"

PREPAID BY:
MAKWANA MUKESH G. MBA 2ND SEM, DR.JKPIM,BARODA GTU.

GUIDED BY:
Mr. HASMUKH BHAI PRODUCTION MANAGER, SARVOTTAM DAIRY,SIHOR

SUBMITTED TO SARVOTTAM DAIRY, BHAVNAGAR ROAD, SIHOR.

Amul Milk Union Ltd.

Makwana Mukesh G

Amul Milk Union Ltd.