A STUDY ON CONSUMER SATISFACTION

SYNOPSIS
Customer satisfaction means is a persons feeling of pleasure or disappointment resulting from comparing a products perceived performance in relation to his or her expectation. If the performance is false short of expectation then customer is dissatisfied. If the performance matches the expectations the customary satisfied. If the performance exceeds expectations, the customer is highly satisfied or delighted. The link between the customer satisfaction and customer loyalty is not proportional Suppose customer satisfaction is rated on a sale from one to five :

1.

At a very low level of customer satisfaction, customers

are likely to abandon the company and event bad mouth it. 2. At levels two to four customers are fairly satisfied but

still find it easy to switch when a better offers comes along.

3.

At level five the customer is very likely to re purchase

and even spread good word of mouth about the company.

High satisfaction or delight creates an emotional bond with the brand or company not just a rational preference. Xeroxes senior management found out that its completely satisfied customers are six times more likely to repurchased the Xerox products over the following eighteen months then its very satisfied customers.
CUSTOMER EXPECTATIONS:

From past buying experience friends and associates advice, and marketers and competitors information and promises. If marketers raise expectations too high, the buyer is likely to be disappointed. However if the company sets expectations to low it wont attract enough buyers (although it will satisfy those who do by) some of todays most successful companies are raising expectations and delivering performances to match. These companies are aiming for total customer satisfaction. Customer demand is a very important element in the marketing system.
CUSTOMER VALUE:

Customer value means, to create customers however customers face vast array of product and brand choices, prices and suppliers. We believe that customers estimate which offer will deliver the most value.

Customers are value-maximizes with in the bounce of search costs and limited knowledge, mobility and income. The form an expectation of value and act on it. Whether or not the offer lives up the value expectations affects both satisfaction and repurchases probability. Customer perceived value is the difference between the prospective customers evaluation of all the benefits and all the costs of an offering and the perceived alternatives. Total customer value is the perceived monetary value of the bundle of economic functional and psychological benefits customers expect from a given market of ring. Total customer cost is the bundle of costs customers expect to incur in evaluating obtaining, using, and disposing of the given market offering.

INTRODUCTION 1.DAIRY SCENE INDIA

Co-operative dairying in India is over 45 years old of the total milk. Produced in India, about two thirds is buffalo milk land still larger proportion of buffalo milk is in the processed stage .The milk processing industry gained momentum and repeatability in the then Prime Minister of India, the Late Lal Bahadur Shastri, is over two and a half decades old. The operation flood programme is 22 years old, and has entered phase 3.The milk sector is the second largest contributor to the agricultural economy in terms of produce. In 1990-91, the co-operative collected nearly 10 million and marketed 8 million liters of liquid milk per day. The annual milk production of India is expected to increase from 5.37 crore tons in 1991 to 5.64 crore tons (anticipated) in 1991-92. Of this production about 45% 1used for fluid consumption, the rest is converted into products such as ghee 33%, dali 8%, butter 6%, kova 5% and cheese, ice-cream and milk powder 3% .It should be pointed out that most of the milk is channeled through the local vendors or consumed directly, the

processing of milk increased from 22, 000 tons (1970) to, 1,65000 tone (1992). India has 25% of total animal wealth of world, however the milk production is only 6.5 %. This miserable situation is due to low productivity of animals in India .The estimated demand for milk is 64.4 million tons by A.D. The agricultural contributes 46% of national

income, the dairy industry contributes 10% of agricultural income, Which amount to 5% of the national income.

DAIRY DEVELOPMENT IN INDIA = (1950 1970)

(Piecemeal, fragmented and stagnant)

This must be viewed in contrast to what was happening, else where in India, during the same period, in the sphere of dairy development. In the first four five year plans (ending 1973 74) over Rs. 5000 million had been spent on these activities .Yet, in this period milk production stagnated and the per capital availability of milk declined from about 132 gms / day in 1951 to 107gms in 1970 .The urban milk trade was largely in the hands of private traders, who together with middlemen, exploited both the producer and the consumer. Such a structure acted as a setback to the development of rural population engaged in dairy farming.

A piecemeal approach to rural dairy development did title to improve this position. Animal husbandry was considered an activity for the rural areas, whereas dairy development was only on the cities .For the farmer projects such as the key village scheme and the intensive cattle development program were taken up These were aimed at improving milk yields through better management of cattle and eventual up gradation of breeds. These projects the themselves never paid much attention either to the marketing of the additional milk that was supposed to produce, or to its processing. Indian dairying is marked by high seasonal fluctuations of milk production. This is caused by the breeding cycle, as well as feeding practices. Mostly, crop residue is fed to animals; the availability varies from season to season. There is therefore a flush season, when milk animal produce nearly doubles the quantity of milk they do in the lean season .At that time results in animal gluts. Dairy development means setting up modest sized (10000 250000 liters per day) liquid milk processing plants even in cities with population of 5, 00, 000 or more. Even if the plants had functioned to their full capacity, which they did not, public dairies could have had only about 10-15 % share of the market. This meant that urban private milk trade could continue

unchecked .The link between the rural producer and the urban processor, both public and private, remained unchanged.

CREATION OF NDDB In 1964, the then Prime Minister of India, the Late Lal Bahadur Shastri, visited Anand. From his observations and discussion with farmers over there, the Prime Minister could infer that the Kara farmer had no special advantage agro climatically or in the quality of his cattle He concluded that because the village societies and the district union and because they had the good sense to employ competent professional to manage their dairy factories, the AMUL dairy was sensitive to their needs and was responsive to their demands. Their access to a metro political market Bombay for milk, and good national marketing in the case of dairy products, were their greatest assets these were the reasons why AMUL has such a great success. The Prime Minister also wanted to know why, when AMUL was doing so well the other dairies run by the central and stage governments were not successful He desired `Anand ` be relocated thought India .He said, in a letter addressed to the state Chief Minister, ``we envisage a large programmer of co-operative dairies during the fourth plan and this will be

based on the Anand Model .If we can transplant the spirit of Anand in many other places, it will also result in rapidly transforming the socio economic conditions of the rural areas .He decided that the government of India would create a body , whose job would be to replicate `Anand `The national Dairy Development Board (NDDB )Was thus created in 1965 . Initially, the concerned officials objected to the Anand pattern were not prepared to make five year plan funds available for replicating `Anand `in their state .for some years, NDDB tried in vain to convince one state after another to agree to make these funds available. It became obvious that if the NDDB was to carry out the objectives for which it was established, must have its own programmes and funds to replicate the Anand pattern. It was thus, that operation flood was evolved. The National Dairy Development Board (NDDB)

CONTINUED AS THE LEAD Implementing technology

agency of the science and

project on embryo transfer (ET) of the department of

biotechnology, ministry of science and technology, the project has established and embryo bank with about 1706 cattle and 278 buffalo embryos, frozen and cryo preserved.

Operation flood Programmed in India

The objectives of operations flood were to replicate Anand. The state government could use their own funds to develop dairying in which ever way they choose, but the additional funds available under operation flood were to be used only replicating Anand ' Operation flood, the larges development program undertaken in the world, was initiated closely on the heels of green Revolution the country, against the backdrop of huge surplus of milk production in the highly developed milk producing countries in the west and winding per capital milk availabity at home. According to the agreement signed by the world food programme (WFP )AND Government of India , the WFP will arrange to supply 126000 metric tons of butter oil , which the corporation will handle on behalf of government .Utilization of these commodities would generate funds estimated at Rs . 954 millions during the projected period. These funds are to be invested in the plan of operations agree WFP and government.. By 1968, NDDB has formulated the first phase of operation flood, which aimed to capture for public dairies a commanding share of the milk market in the four metropolitan cities of Bombay, Delhi, Calcutta and Madras. It also aims at speeding up the dairy development by increasing

milk production and procurement in rural areas, which supply milk for four cities In order to achieve the desired objectives of the project, the following order of implementation has been adopted. 1. Quick expansion of urban handling capacities by expanding the dairy in Delhi, Bombay, Calcutta and Madras and by setting up new liquid milk plants. So the total capacity of the organized sector would be increased from .1million liters a day in the four major cities. 2. Supply of WEP commodities skimmed milk powder on butter oil for production of recombined milk to speed up full utilization of expanded capacities. 3. Setting up rural milk producer owned co-operative organizations to produce, process and market milk on the had and to market technical inputs for milk production on the other. 4. Implementation of milk production enhancement programs with long term objectives of achieving self sufficiency in milk 5. Establishment of rural feeder /balancing dairies to coup existing milk available to replace combined milk produced by use of WFP.

6.

Development of the basic transportation and storage facilities to facilitate regional and seasonal and seasonal balancing of milk supply and demand.

7.

Resettlement of the milk animals from the four cities in the rural areas as result of economic pressure created in urban areas by large outputs of milk from city dairies.

Phase

operation flood 1

operation 2

Operation flood 3 Duration =July, 1970-March, 1981 April , 1981 March ,1985 April, 1985 March 1990. Funds Rs.million) 1,165 6,013(PROPOSED) Operation flood, which is based on Anand of dairy co-operatives in the country, is currently in its third phase of implementation, which will run through, 1994. The programme is being implemented in 170-milk sheds spread over 22 states and union territories, can handle 14.3 million liters milk daily. Until December 1991, over 79 lakh farm families had been brought under the co-operative ambit through a network of more than 64200 dairy co-operative societies. About 15 %of total members of dairy co 2,771

operative are women. An important achievement of the program is the emergence of a national milk grid, which helps offset regional and seasonal imbalance in milk collection distribution The OFP, being implemented by the NDDB, aims to enhance the average milk procurement to 13.7 million kilograms per day (MKGPD) BY THE YEAR 1996, The concluding year of the OFP 3 The peak procurement level during the same period is expected to reach 18. 3 mkgpd. The comparative figures both during 1987, the base year of the OFP 3, were respectively, 8.5 and 11 .2 mgpd. Efforts are also being made to increase capacities of milk and milk powder. Technology Mission on Dairy Development (TMMDD) The technology mission on dairy development (TMDD) CONTINUE LAY emphasis on dove tailing of on going state government programmers in animal husbandry and dairy development .The endow red committee for (TMMD) REVIEWED some of the existing status related to dairy

development have been identified to support the mission. These programmers have been assigned to the Nation research institute. Indian Veterinary Research Institute, NDDB, Indian grass forage Research Institute and to the Agricultural Universities or a time bound basis .Annual action plans (1919-92 )detailing two operational linkage with agencies operation in

the field of Dairy development are being implemented in 113 operation flood districts . Milk Processing Units MILK processing activities are being carried out either of the following organizations private, government / semi government co-

operatives .THE Private sector mostly processes high margin western dairy products Government / semi government organizations own most of the

liquid milk plant, whereas the co-operative sector has both liquid milk and milk product plants .The organized dairy industry comprises about 100 liquid milk plants 26 dairy product factories and 68 pilot rural milk schemes. The first two have an installed capacity if about 30 lac liters of milk per day with 26% utilization. The pilot plants have capacity 2.3-lac liters per day. Of the 194 dairy processing plants in the country, it may be emphasized that at least half are of only 10000 liters daily capacity. Out of 194 dairy processing plants in the country, therefore 27.241 primary milk supply co-operatives are functioning in U. P. Gujarat, Maharastra and Punjab . At the national level there is national federation of dairy co-operatives. It is observed that the liquid milk every day .For milk products about 27000 tones of infant foods are produced per year. Skimmed milk powder

production is about 15000 tons per year .The total milk powder production now is 50, 000 tons per year. The processed and pasteurized milk is in both bottles and produces. Tinned milk with 3-3.5% fat and high fatty milk is being processed. Sterilized flavored milk is processed only in limited quantities. Among dairy products, the organized dairy industry produces ice-cream manufacturers almost executively by milk plants. Most of the indigenous dairy products such as kova based sweets dali and Shirked have not yet attracted the attention of the organized section and are largely limited to local manufacturers. The importance of dairy development in India has been recognized in the 58 the annual session of the international dairy federation (IDF) and in the 19 the International Dairy Congress (IDC) held in New Delhi in 1974. The 19th international congress was of significant importance to India with its main theme being ``dairying as an instrument of social and economic change. The importance of dairying extends well belong the more production of milk produats It has provided numerous small / marginal farmers and agriculture laborers with supplemental employment and a regular sources of income .The significant role played by co operatives in simulating dairying has also proved too be and important source of progress.

Current dairying scene in India With the deli censing of the dairy industry in the new industrial policy 1991, the demand for the raw material -liquid milk -for conversion on to high value products such as cheese, butter and chocolates would increase, leaving very little to drink. Private companies may not be able to proved facilities to milk producers as the NDDB has through the OFP. But their contribution to higher production is indisputable. Apart from the off take of produce, private companies helped milk procedures through extended service and health care facilities for animals. However, their scale of assistance is limited to the extent of their needs, leaving the NDDB to ensure a steady supply of milk at a reasonable price. With more dairy units expected to be set up by multinationals and big Indian companies, small dairies units expected to be set up by multinationals and big Indian companies, small dairies might be lured by the prices offered. Already 250 applicants plan to add to the existing capacity. Most of them are for the production of milk powder, baby food, butter, cheese and ghee. About 700 memorandums were submitted for the establishment of new dairy plants .Two proposals to produce import oriented milk products like lactose on case in were already given clearance by the government. Though India stand first in having milt animal, it only stands third in processing milk.

Proposals are being made to decanally dairy products which are to be exported .At present the NDDB is carrying out the export activities of milk products. During 1992 skimmed milk powder worth 30 lac dollars had been exported. This year it is anticipated to 100 lac dollars worth exports .The decanal zing policy is too be adopted, the exporting firms should oblige the norms and conditions laid by the NDDB. NDDB has decided to establish a trading company at Singapore to improve Indian Exports of milk products and oilseed cakes .Too meet the export standards of milk products it is proposed to establish two big dairies in Gujarat with an investment about Rs .100 crores.

PRODUCT PROFILE
MILK POTENTIAL Milk is the only natural product, which is a complete source of food. its nutritional potential is unsurpassed by any other food used by man. The proteins in milk are ideal in quality and balanced to satisfy human aminoacid requirements. The contents of minerals and vitamin are unique, not only in proportion but in quantity also except for vitamin C and iron, milk provides all the nutrients that are essential for man s growth and development. According to Prof .N.J Ropeman of Harvard Medical School. Milk is the only article of food that family represents the complete diet. For nutritional development milk has no substitute .Man has yet to devise a product superior to natural milk for presenting a correct malnutrition. Milk is also a cheep source of animal protein It is on this account milk became an integral part of Indian food to both vegetarians as well as non vegetarians This is true for milk as well as its by products. One should note that it is protein and the other essential micronutrients such vitamins and mineral which from Solidsm not Fat (SNF) part of the milk, that is important in milk than fat, to weigh the nutritional value of the milk.

Milk constituents Milk is the characteristic secretion of the mammary glands of all the female mammals. According to the prevention of food Adulteration Act (PFA), Milk is the secretion derived after complete milling of health milk animals. It may however be added for clarity that the secretion obtained with 15 days before and 10 days after calving, or such longer period as be necessary to render the secretion cholesterol free, is considered as milk. Milk has a very complex composition .Its constituents are dispersed in an aqueous solution, such as chlorides, sodium and potassium are molecular dispersion, phosphates are in colloidal dispersion, and the fat is present in emulsion. The composition of milk of different species varies the gross percentage. All milk contains the same kinds of constituent s ad described, but in varying amounts, within a species genetic factors and environmental conditions such as the climate and stage location influence the composition. Milk is most important diet of human beings. In our country every individual has to consume 210 grams of milk per day for better health position. However, the day (Sangam Dairy Magazine, May 1986) as against the world average of 303 grams. Hence malnutrition can be easily wiped out in country by developing the dairy industry.

DAIRY INDUSTRY
The programmer of dairy industry was initially maintained with commendable help of the United Nations International Childrens Emergency; fund and freedom from hunger campaign of U.K. these organizations contributed a lot in the establishment of dairy units in Andhra Pradesh during the period 1967-1969. The milk producers have been faced with lot problems in the process of production and marketing of milk namely improper transport facilities, poor technology and absence of organized system of processing marketing and pricing. It was at this context that the Government of Andhra Pradesh has viewed to constitute a dairy Development Corporation to safe guard the interest of milk producers and ensuring adequate supply of fresh milk at a reasonable price to the urban consumers. As a result the APDDC came into existence on 2nd April 1974. CO-OPERATIVE FEDERATION To implement Operation Flood 2 programmer through active Involvement of producers in organizing milk production, procurement processing and marketing on three tier cooperative structure as per the national policy of Government of India, Andhra Pradesh Dairy Development Cooperative Federation was constituted in October 1981. The three-tier system includes primary village level dairy cooperative societies, cooperative union at district milk shed level and a state level federation.

For dairy development programmer in Andhra Pradesh the Indian Dairy Cooperation offered financial assistance of 78.51 crores with 30% of grant and 70% on loan basis. The National Dairy Development Board for implementation of Operation Flood 2 programme identified sixteen districts out of 23 districts in the state. With the implementation of operation flood 2 programmers in Andhra Pradesh, dairy development has gained momentum providing a trust to eradicate the poverty and unemployment in rural areas and brought greater awakening and confidence among producers to manage their own affairs through dairy cooperative of Anand Pattern. The dairy development in Andhra Pradesh is presented in the following table. The promise for Indias Dairy development lies in recognizing the need for a substantial increase in production of liquid milk. Presently, milk products fetch relatively higher price than liquid milk and this has directly boosted he output of value added products. Higher demand and better prices than the western products such as tangle, Butter, vogurt, cheese, ice cream, milk powder. However the importance of liquid milk and its influence on the market cannot be underplayed since it meets a basic need of lage particularly since 1985 the liquid milk has witnessed and upswing in price. For the development of any activity a rational pricing policy is ital. This is more so in case of daring where a positive price policy acts as a catalyst for growth by motivating the farmer to segment milk production line this four key determining factors are. The price farmers should recessive for milk. The under given tables show how the milk has been marketed in the Urban areas, prices of milk and milk products consumption of milk and milk

products in India. Household consumption of silk in the metropolitan cities and share of milk marketed by various systems.

DEMAND FOR MILK

With the anticipated growth of purchasing power in urban areas, the demand for milk is estimated to rise substantially according to one estimate; it is likely to be 97.7 million tones by 2002 AD as against 35.01 million tones in 1982. The information regarding the population, its economic demand and nutritional demand is given in the following table. Today the consumer repay is chasing many more processed food even in rural areas this trend is likely to faor packaged milk and milk products that offer multiple benefits of convenience hygienic and good value for the money spend on them. So change in the product mix is emerging the rural market is expected to grow much faster than the urban market in terms of market shows uncertain milk products. The rural folks are now purchasing more placed milk products making efforts to make them at horn. Already the share of milk sweets is showing a slow increase in the total product mix. There is scope for exports of milk products in developing countries, which represents a major challenge. The dairy sector needs to study the direction and growth in milk markets to develop an ocher strategy for making dairy enterprises viable. Where they are not and more wherever there are possibilities future targets in marketing evolve there from.

COMPANY PROFILE
In a small hamlet in the remote corner of Andhra Pradesh, a family of four wakes up at 4.30 a.m. Looking forward to another busy day. The young mother of two tends to her 6 year old daughter and turns her attention to her three cows, which have now become a part of her family as well. She is greeted with affection and a lot of jostling. She gives them their feed and water and begins sweeping and washing the surroundings. Meanwhile her husband joins to do his part of the daily chores. Preparing the feed and examining the cows before starting to milk them. This has been their sacred routine for the past two years, ever since the family bought their first cow by taking a loan from Heritage Foods (India) Limited. Today, this family supplies Liters of pure, fresh milk every day to Heritage, without a break. In the districts of Chittoor, Guntur, Khammam, Nellore, Prakasam, Vizag of Andhra Pradesh alone there are close to 1,00,000 such families, who together supply milk to Heritage, every day, earning their livelihood and supplementing their income in the know lee. 1992 Heritage Foods (India) Limited was incorporated as a public limited company under the Companies Act, 1956 with its Registered and Corporate office at Hyderabad, Andhra Pradesh in South India with the primary object of manufacturing and supplying quality Milk and Milk Products to the diverse populace. Taking off with its flagship processing plant at Chittoor, Andhra Pradesh in April 1993, Heritage spread its wings

during the years hence. To raise resources, Heritage went public in November 1994. This Public issue was oversubscribed 54 times a moving Testimony to the level of confidence the investing public reposed in the promoters and in the management of the entire. Currently Heritage services around 14500 resident and non-resident shareholders. 1995 Under the able guidance of eminent people like Sri D Seetharamiah, Dr R Nagarcenkar, Sri S N Daga, Sri N P Ramakrishna, Smt N Bhuvaneswari and Dr V Nagaraja Naidu, the then Directors, Heritage continued to embark on its ambitious has of expansion. The Directors with their varied & extensive expertise and experience in the fields of Agriculture, Industry and finance and their intimate understanding of the rural socio economic scenario have been able to strengthen the systems and strategies of Heritage, which contributed to the current status of Heritage as a leading player in South India. Heritage set up with a primary objective of bringing prosperity through co-operative efforts to rural families of Andhra Prdesh has more than succeeded in its endeavor. It has grown leaps and bounds in the process. By choosing Chittoor district of Andhra Pradesh as its primary procurement base of milk, Heritage had taken full advantage of the large, high yielding and crossbred cow population found in the area, which has become the secret of the success story of Heritage. Designing and relentlessly implementing carefully chalk it out milk production and development plan; Heritage has penetrated deep into rural areas. It has succeeded in convincing people even in tiny hamlets to take to dairy farming as a way of supplementing their daily income.

Today there is a network of above 140 milk collection routes, above 3000 milk collection agents and1, 40,000 dairy farmers who supply approximately 3,75,000 liters of milk every day. And an established distribution network with 1200 milk agents for distribution of sachet milk and 300 distributors to handle Heritage Milk products. Today, Heritage is the largest milk and milk products producing private sector enterprise in South India. For a Dairy Company in India, distribution is an invaluable asset, which when managed well becomes a key competitive strength. The scattered nature of Indias population, though connected by motorable roads, implies a high cost of penetration, considerable complexity of logistics and challenges of customization to consumer needs. In a short time, spanning just five years, Heritage has been able to establish a strong brand equity that commands loyalty not only among the consumers but also with the trade. Responding to the changing needs of customers, Heritage forged ahead translating their desires into marketable products with an ever-expanding base of loyal Consumers. Today, a whole rang of dairy products are marketed under the brand Heritage and are extensively distributed in states of Andhra Pradesh, Karnataka, Kerala, MadhyaPradesh, Maharashtra, Orissa, Tamil Nadu, and West Bengal and in the Union territory of Pondicherry. First dairy in Southern India to be accredited with ISO 9002: 1994 certification. Heritages soul has always been imbibed with an unwritten perpetual commitment to itself, to always produce and provide quality products with continuous efforts to improve the process and environment. Adhering to its moral commitment and its continuous drive to achieve excellence in quality

of Milk, Milk products & Systems, Heritage has always been laying emphasis on not only reviewing & re-defining quality standards, but also in implementing them successfully. All activities of Processing, documented with detailed quality plans in each of the departments. Heritage is the first dairy Company in Southern India to have been awarded the ISO 9002: 1994 certification for implementing quality systems in processing, packing & selling of Liquid Milk at its plant at Narketpalle, sales office & Registered office at Hyderabad. Today Heritage feels that the ISO certificate is not only an epitome of achieved targets, but also a scale to identify & reckon, what is yet to be achieved on a continuous basis. Though, it is a beginning, Heritage has initiated the process of standardizing and adopting similar quality systems at most of its other plants. Give Yourself & Your family the best quality Products The Hygienic way Centering its processes on manufacturing safe, healthy, functional wholesome food products, Heritage evolves everyday to understand and make true the concerns of the consumers in relation to freshness, taste & texture and vitally hygiene. At Heritage quality of the Milk and Milk Products equates to survival and growth of the business. Factors such as plant conditions, manufacturing practices, housekeeping, sanitary standards, personal hygiene and work habits of employees and visitors, assume critical importance in control of quality, product safety, personal safety and financial integrity. And the origin, i.e., the dairy animal, assumes much higher predominance since; its health, its safety, its hygiene and its productivity are the business enablers for an y Company in the Dairy sector. Focusing on all aspects of quality right at procurement (from farmer), chilling and transportation of Milk to the processing plant and finally

through the pasteurization, homogenization, packing and delivery to your door step, Heritage strictly adheres to ISO self-developed standards, at all its plants. Heritage milk & milk products are efficiently handled and processed at unsurpassed levels of hygiene at all stages.

Heritage believes that Governance is:

An ability to operate in a self-drive, self- regulated, self-disciplined And self-assessing mechanism with a social conscience. A voluntary mechanism - in which there is free, independent and Unbiased monitoring. Operating in a congenial work environment where the communication is effective, With a higher degree of transparency in management of affairs and in financial and non-financial corporate disclosures. Which realizes the Companys accountability to all stakeholders, especially to minority shareholders and ensures fairness in dealings with them. An on-going corporate transformation requiring openness to new ideas in a climate where there is diversity of views; heightened awareness and people seek change.

Heritage feels the need for Corporate Governance not because it is mandatory, such Governance is in the interests of the Company, as it would not only increase and improve the rapport between Board, Management, Employees, Customer, Shareholders and other Stakeholders, but also it will enhance mutual confidence and trust among them. The structure, processes and practice of governance enable focus on the good corporate culture while simultaneously facilitating effective management of the business. A Beginning Heritage is currently in the process of evolving in inter-linked Governance code, which is a wholesome balance between the need for focus and executive freedom, and the need for supervision and control. At Heritage, the key differentiator, with everything else being common, will be the ability to create a self-driven, self-assessed, self-regulated Organization with a conscience. Heritage continues to build trust with customers, suppliers, creditors and diverse investors trust that its Milk and Milk Products can be relied on, that it will be managed properly, will successfully perpetuate its business, will protect and enhance the capital of its invertors, and will increase corporate value. Heritage has already in place a balanced mix of executive and non-executive directors constituting a fair majority. An Audit committee predominantly comprising of non-executive directors has been constituted to continuously review the concepts, systems, policies, procedures for achieving higher accountability, smooth& transparent functioning, and informative reporting. The Board currently carries the responsibility of approving the strategic plans and such other vital functions that have been explicitly elucidated in its guidance module. Statutory

Compliance is a routine function at Heritage. Change, evolve and govern, while adapting to the era to which you belong Technology specially Information Technology is the name of the game. Considering Information Technology as a very critical tool for providing this competitive edge in business, Heritage successfully implemented ERP packages (containing Accounts, Fixed Assets, Human Resource, Payroll, Marketing, Procurement, Production, Purchase, Quality Assurance and the Stores integrated modules) at all its locations, thereby also building a communication network. Heritage is now operational zing the information as a resource, which may be put to use in creating informed products or in developing new and more effective business strategies, objectives or Organizational missions. Various other IT initiatives in the areas of customer relationship management, shareholder servicing and farmer development programs are being evaluated so as to bring in more efficiency. This would help in bringing about a faster response to the changes in the market place and provide better service to them. Helping hand what cattle is to a dairy farer, farmer is to mankind. And so are a dairy farmer & his cattle to Heritage Its Strength & Indispensable life support. Heritage has always endeavored not only to understand what assumes critical importance in caring for the dairy farmer and his cattle, but also to make him understand that good environment, milking practices, housekeeping, sanitary standards, personal hygiene and his work habits; And maintain balanced nutritious diet, health, safety, hygiene and the Productivity of his dairy animal should be a natural thing to do. Being a catalyst between the farmer and itself, Heritage undertakes several integrated activities, some of which include.

 Distribution of regular Agricultural Inputs to dairy farmers viz., feed, Hybrid seeds, mineral mixtures at subsidized prices. Growing fodder and providing it free of cost to farmer. Veterinarians, etc., arranging seasonal cattle vaccinations & dew Arming through a trained team. Arranging Medical camps and supplying medicines for dairy animals Free of cost. Providing medical attention to dairy animals through Heritages Trained vet doctors. All of which have not only resulted in preventing the outbreak of cattle diseases, but also in improving the Milk yield. Heritage also undertakes to Provide loan support to farmers for purchase of much animals under Its security and cattle insurance thereon. Organize Rythu Sadassus (farmer group meeting) aimed not only At motivating the farmer to adopt better and latest practices in Dairy farming (including scientific feeding) & preventive health measures, but also at providing well-built facilities and training to adapt such trends in realizing higher quality milk yield. Not only train people in villages to provide veterinary first aid and Insemination services, but also, carries out Artificial Insemination by trained personnel, for improving the genetic potential of livestock. Identify and supply quality breeding Bulls with good pedigree to farmers, in order to edge over the highly diverse livestock genetic resources reared under widely varying agro-ecological conditions of the Country.

We have grown, and intend to grow, focusing on harnessing our willingness to experiment and innovate, our ability to transform, our drive towards excellence in quality, our people first attitude and our Strategic direction. The future of the Organization rests on these enablers, which shall be the investment Heritage makes for carving itself. In this emerging new context of the Indian Milk sector, the need to further improves Heritages potential in terms of the scope. To enhance supplies to meet the growing demand, To enhance productivity of the cattle and the capacity of farmers, To establish and integrate the cold chain, packaging and transportation Facilities for more milk in unadulterated form from village collection Sites to the length and breadth of the Company. To take advantage of the international market under the regime o Reduced subsidies are multi-faceted and necessary. This is the exciting challenge, which Heritage grids itself to take in its pursuit to add value to its existence. Heritage has initiated the process of entering into branded food segment of the growing food retailing sector and plans to launch Heritage brand Agro processed food products during the

current year of operations and is also exploring the avenues of launching ilk based nutritional products in collaboration with a US based Company.

Quality
First dairy in Southern India to be accredited with the ISO 9002:1994 certification Heritages soul has always been imbibed with a unwritten perpetual commitment to itself, to always produce and provide quality products with continuous efforts to improve the process and environment. Adhering to its moral commitment and its continuous drive to achieve excellence in quality of Milk, Milk products & Systems, Heritage has always been laying emphasis on not only reviewing & re-defining quality standards, but also in implementing them successfully. All activities of Processing, Quality control, Purchase, Stores, Marketing and Training have been documented with detailed quality plans in each of the departments. Heritage is the first dairy Company in Southern India to have been awarded the ISO 9002:1994 certification for implementing quality systems in processing, packing & selling of Liquid Milk at its plant at Narketpalle, sales office & Registered office at Hyderabad. Today Heritage feels that the ISO certificate is not only an epitome of achieved targets, but also a scale identify & reckon, what is yet to be achieved on a continuous basis. Through, it is a beginning, Heritage has initiated the process of standardizing and adopting similar quality systems at most of its other plants. The crux of all activity, accredited with the ISO 9002 certification for implementation of quality systems & standards.

A modern transportation fleet complements the plant facilities, which not only humbly begin at the milk procurement agents, carry fresh milk to the processing plants, then to the packing plants, where necessary, but also finally deliver milk & milk products to marketing areas located in the South, North and Eastern India.

Main Dairy plant

Today there is a network of above 140 milk collection routes, above 3000 milk collection agents and 1,40,000 dairy farmers who supply approximately 3,75,000 liters of milk every day. And an established distribution network with 1200 milk agents for distribution of sachet milk. And 200 distributors to handle Heritage Milk products. Main Dairy Plant Gokul at Kasipentla Installed Capacity: 1,00,000 liters per day. Nestling amongst lush green trees on the footsteps of Tirumala, the abode of Lord Venkateswars, Gokul is a sprawling 22 acres, state of- the art milk processing plant, in environs, which reverberate quality and hygiene. Gokul is a combination of tradition and a futuristic invigorating environment that caters to the cutting edge demand for Heritage Milk and Milk products. The plant is equipped to manufacture international quality products like table Butter, Cheese, Ghee (butter oil), Skimmed milk powder, Dairy whitener among others.

PROCESSING AND PACKING PLANTS

Chittoor
Installed Capacity: 50,000 liters per day commissioning April 93 Being, Heritages primary procurement base of milk, Chittoor
houses its first processing and packing plant in the journey to success. Having taken full advantage of the large, high yielding and crossbred cow population found in the area, the plant achieves a perfect synchrony between the milk demand and the supply system for the Chennai market.

Shanthipuram
Installed Capacity: 50,000 Liters per day Commissioning February 95 The Shanthipuram processing and packing plant facilitates timely milk supply to meet the requirement of the Kolar Gold fields and the surrounding areas and the additional requirements of the Bangalore market. Also seen is the fodder crop being growing to provide as input to dairy farmers.

Narketpalle
Installed Capacity: 75000 Liters per day commissioning: June 95. In the beautiful and fresh environs, just 85km from Hydearabad, located on the Vijayawada Hyderabad highway, Narketpalle processing and packing plant is the first in southern India to be accredited with ISO 9002 certification. Processing and packing liters of fresh quality milk every day, the plant cater to the Hyderabad and Secundarabad milk market network. Hyderabad, Cherugattu Village, Nalgonda Dist.

Bayyavaram
Installed Capacity: 25000 Liters per day Commissioning: November 95.The bayyavaram processing and Packing plant, located
around 40km from Visakhapatnam, on the Vijayavada Visakhapatnam highway provides milk to the Visakhapatnam market Bayyavaram village, Anakapalli taluq, and Vijayawada highway, Vizag Dist.

Yadavanahalli, Bangalore South

Installed Capacity: 1,000,00 Liters per day Commissioning: March 2000The strategic positioning of the Processing and packing station at Yadavanahalli, so near to the Bangalore market, has not only proven successful in improving the quality and timely supply of milk, but also the sale at Bangalore reached the towering 1lakh liters per day mark. Yadavanahalli village, Attibe; e Hobli, Anekalk taluq, Bangalore South.

Procurement and Processing Plants Piler

Installed Capacity: 40,000 Liters per day Commissioning: November 93.The plant Procures and processes fresh milk every day and
puts the milk on an onward journey to the main dairy plant Gokul Yerraguntla Village, Piler tirupathi Rd, Piler Mandal, Chittoor Dist.

Madanapalli
Installed Capacity: 40,000 Liters per day Commissioning: August 94.Madanapalli procurement and processing plant is the
immaculately manicured, spacious work plant located in a rich cow belt area catering the milk requirement of the Bangalore packing station. Basinikonda Village.

Thiruvannamalai Installed Capacity: 30,000 Liters per day Commissioning: August 97.Heritages first procurement and processing plant set up on the state of Tamil Nadu in a rich cow belt area. Somasipadi, thiruvannamalai Dist. Tamilnadu. Uthangarai Installed Capacity: 30,000 Liters per day Commissioning: August 98.the Uthagarai plant, located in cow belt, procures and processes milk for onward packing at Asttibele and supply in the Bangalore markets. Koorsamapatti Village, Uthagarai Taluq, Dharmapuri Dist. TamilNadu. Muppavaram Installed Capacity: 25,000 Liters per day Commissioning:September 98.Sprawling in a rich buffalo belt, the milk procured and process at the Muppavaram plant after being packed at Narketpalle finally caters the evergrowing milk markets at Hyderabad & Secundeabad. Bythamanjulu P.O., J.Panjaluru Mandal, Prakasam Dist.

Darsi
Installed Capacity: 25,000 Liters per day Commissioning: December 98.The Darsi plant, located in a buffalo belt, procures and processes milk for onward packing at Narketpalle and supply in the Hyderabad & Secunderabad markets. Darsi Addanki Rd, Darsi, Prakasam Dist.

Atmakur
Installed Capacity: 25,000 Liters per day Commissioning: December 99.Atmakur plant, located in a buffalo belt, procures and processes milk for onward packing at Gokul and supply in the Chennai Markets. Nellore Cuddapah Rd, Atmakur PO, Nellore Dist.

Santhamangaluru Installed Capacity: 25,000 Liters per day Commissioning: December 99.The santhamagaluru plants, located in a buffalo belt, procure and processes milk for onward packing at narketpalle and supply in the Hyderabad & Secuderabad markets. Vinukonda Rd, Pithavaripalem Village, Santhamagaluru mandal, Prakasm Dist. Madhira Installed Capacity: 25,000 Liters per day Commissioning: February 2000, The plant at Madhira which procure and processes milk for onward packing at Narketpalle packing plant and supply to the markets of Hyderabad and Secuderabad, Rayapatnam Village, Madhira - Nandigama Rd.Nadhira Mandal.

Kandukur
Installed Capacity: 25,000 Liters per day commissioning: September 2001, Kakuture Village, Kandukuru mandal Prakasam dist.

HERITAGE PRODUCTS
Milk Heritage milk a natriive. Rich, fresh, wholesome food par excellence with self-contained protective characteristics. Hygienically Procured, pasteurized and poly packed under PFA standards, Heritage milk is acomplete food for any age, be it children, teenagers, adults, expecting mothers or older citizens. Rich with just about all essential nutrients.. Heritage Milk is full with strength building proteins, energy giving carbohydrates & fats, bone & teeth buildimg calcium & phosphorus and the essntial life giving vitamins.

Composition Variety ( % ) Whole Milk

Homogenized Toned Milk Standard Milk Double Toned Milk Golden Cow Milk Food Energy Protein Fat Calcium Iron Carbohydrate 3 4.5 1.5 3.5 Milk ( W:30g)

Fat (%) 6

SNF 9
8.5 8.5 9 8.5 105K Cal 6g 9g 165mg 0.2 mg 1g

Ghee
Agmark spcial grde heritage ghee is pure clarified sat made from fresh cream, with no colors or preservatives, tantalizing the human senses with its environing taste, aroma, rich texture. And vitamins A, D, E and K as bonus. Check out!!! the widest, most convenient pack range of both Cow and Buffalo Ghee Originates from the Heritage basket. Pack Pillo pack Poly pack Duplex pack Tin Composition Milk fat 99.7 % Moisture 0.3 % Size 100gms, 200gms, 500gms kg, 1kg, 500ml, 1ltr 200ml, liter, 1 liter. 200ml, 500ml, 100ml, 5kgs, and 15kgs.

Skim milk powder

Heritage Skim Milk powder is a low fat & Calorie, high protein spray dried milk powder made from fresh skimmed milk instantly dissolves in lukewarm water, and tastes just like milk!!! With clean, rich, sweet and very pleasant natural milk flavor, it flows fine and smooth and is homogeneous in Texture. Used predominantly for food and sweet preparations at home, in Biscuit and Ice cream manufacturing, in candy and Confectioneries, etc., Heritage Skim milk powder made from buffalo skimmed milk ( white skim milk powder) and that made from cow skimmed milk ( yellow skim milk powder) available separately. Composition Milk fat (max) 1% Milk protein 35% Carbohydrates 51% Minerals 7% Moisture 3.5% Calorific value:350 kcal/100 gm

Pack
Carton Poly pack

Size
500 gm 1 kg bulk

Dairy Whitener
Immaculately packed, heritage dairy whitener, simple yet rich instant milk with instant nutrients, is a combination of skimmed milk powder and sugar. its higher shelf life always saves you in the nick of time. you can count on it!!! With fine granular texture and excellent natural miscibility, it enriches milk drinks, soups, sauces, casseroles, desserts, etc.

Growth of the company

Heritage is passionate about growth and compassionate about people Adorned with the guiding spirit of the professional management, dedicated managers, and the able support by a team of responsible, qualified and experienced staff, sustaining growth and realizing dreams is real at heritage. Over the years, heritage has built for itself stimulating work culture that empowers its people, promotes team building and encourages new ideas the focus on constantly raising the levels of competency and capabilities and Providing the necessary learning inputs and a conducive environment for both professional and personal Growth. Heritage builds the strength of Core assets; people; Who are always on a continuous improvement path with on ultimate aim to add value to their intellectual and knowledge resources and to develop an environment, which fosters performance.

OBJECTIVES PRIMARY:
* To measure the degree of awareness of HERITAGE MILK in CHENNI. * To find out the satisfaction level of consumers with respect to HERITAGE MILK attributes. * To study the effectiveness of HERITAGE MILK.

SECONDARY:
* To Find out the market position of HERITAGE MILK with various other brands. * To study the degree of effectiveness of advertisements &promotional benefits on consumers. * To analyze factors determining consumers choice of various branded milk and the reasons for that choice. * To know customers opinion on quality, price, packing of HERITAGE MILK. * To find out the reasons for not purchasing HERITAGE MILK by the consumers.

SCOPE OF THE STUDY

The study can help the company to study the following: 1. This study give s cheer information about consumer preferences on different brands of dairy milk. 2. This study gives information about consumer awareness on Heritage Milk. 3. This study gives information about to determine the brand leaders in Chennai city. 4. The study is useful to know the consumer preference and their reasons to prefer and not to prefer Heritage Milk. 5. 6. This study is useful to amylase the price position of their choice. This study is useful to know the impact of brand advertisement on consumers. 7. This study is useful to know the sat is faction level with different attributes of Heritage Milk .

NEED & IMPORTANCE OF THE STUDY

Such Studies dealing with preferences of customers towards a particular brand of a superior quality goods will be immerse use to the industry as a whole. The Arrival of overall customers preferences as well as the changes taking place in the customer preferences such a knowledge will help the organizations in determine their product one as well as promotional program. The data as collected from consumers survey to know the following1. To find out the consumer brand preferences. 2. To find out the consumer awareness impact of advertisement and consumer satisfaction level with respective of Heritage Milk. 3. To analyze pricing of Heritage Milk. The above stated reason has lead to conduct the survey about A study on consumer satisfaction of Heritage Milk in Chennai City.

RESEARCH METHODOLOGY
Research generally refers to a search for knowledge. It may be defined as the objective and systematic method of finding solution to a problem, which consists of systematic collection, recording, analysis, interpretation and reporting of information about various facts of a phenomenon under study. It plays a truly analytical approach to decision-making and helps in the evaluation of the decision that has been taken.

MATHOD OF COLLECTING DATA

The method adopted for the study is collecting data. The data there are two ways. 1) Primary data 2) Secondary data PRIMARY DATA: Primary data is the data collected by the researcher of the specific study. The study entitled Consumer Satisfaction with special reference to HERITAGE MILK was carried in CHENNAI. To get an accurate detail separate structured Questionnaires were designed for customers. Discussions were held with customers. The study is of 300 customers at different areas in CHENNAI CITY.

SECONDARY DATA: Secondary data can be defined on the data collected by some one else for the purpose of study. It is based on second hand information. The data collected with companies past record, Journals, Broachers and from the library. SAMPLE SIZE For the need of the study the customer survey was conducted. The sample size for the customers were 300. FIELD WORK The study was conducted in Chennai city. Consumers were contacted in person and data was collected with the help of the Questionnaire. ABOUT THE QUESTIONNAIRE: The Questionnaire is the most common instrument used in collecting primary data for the study conducted. Questionnaire are one for the consumer were used. This types of questions included in the Questionnaire are: 1. Multiple Choice Questions 2. Rating Questions 3. Ranking Questions and 4. Open-end Questions

ANALYSIS OF DATA The statistical tools used for analysis were percentages ,one way Chi-square. The presentation tools used are pie charts and bar diagrams. CHI-SQUARE ANALYSIS Chi-square test developed by proof. Fisher is considered as an important statistical tool for judging the significance of the sampling data. It can be used to test for the statistical significance of differences between two equivalent sets of categories i.e, the observed frequency and the expected frequencies obtained from some hypothetical universe Chi-square test helps us to test whether mote than two population proportions can be considered equal. 2 calculated with the help of the following formula. 2 = ( Oi Ei ) / Ei

Where Oi = is the observed frequency Ei = is the expected frequency The degree of freedom is calculated from the frequency table called contingency table by using formula. d.f = (c-1) (r-1) where, C = number of columns, R = number of rows

PERCENTAGE It refers to a special kind of ratio that the used in making comparisons between two or more data. It is distribution of two or more data. CROSS-TABLUATION The method of analysis used most often in marketing research is cross tabulation. This involves placing the collected data into tabular from that their true meaning can be extracted. The cross tabulation as a technique of analysis before thinking of highly sophisticated and complex statistical formula. In cross tabulation the points are to have un-dimensional data and separate into two are more categories. used to describes relationships and it is also used to compare the relative terms and

TABLENO.1
Family size of the respondents

Size of the family 2 persons 3 persons 4 persons Above 4 persons Total Inference:

No.of respondents 3 45 150 102 300

Percentage 1 15 50 34 100

The above table indicates that a majority of 50% of the respondents family size is 4 persons, 34% of the respondents family size is above 4 persons, 15% of the family size is 3 persons and remaining 1% of the respondents family size was 2 persons.

CHARTNO.1

FAMILY SIZE OF RESPONDENTS

160 140 120 NO.OF 100 RESPOND 80 ENTS 60 40 102 150

45

50 34

FAMILY SIZE OF RESPONDENTS

160 140 120 NO.OF 100 RESPOND 80 ENTS 60 40 20 0 2 persons 3 persons 4 Above 4 persons persons 3 1 102 150

45 15

50 34

SIZE OF THE FAMILY

Chi-square Test
Ho : There is no significant different between the consumer satisfaction and family size of consumers .

H :

There is significant different between the consumer satisfaction and Family size of consumers

Oi 3 45 150 102 Total 2

Ei 75 75 75 75

( Oi Ei ) 5184 900 5625 729

(Oi Ei ) /Ei 69.12 12.00 75.00 9.72 165.84

= ( Oi Ei ) / Ei ~ 2 n-1 = 165.84 ~ 2 4-1 = 165.84 ~ 2 3

Degree of freedom = ( n-1) = 4-1 = 3

table value of 5% level of significance at 3 d .f is 7.82

H0: reject Conclusion : since calculated value > table value.

TABLENO.2
Respondents preferred or using milk

Type of milk Cows milk Buffalos milk Packed milk Total Inference:

No. of respondents 32 47 221 300

Percentage 11 16 73 100

The above table indicates that a majority of 73% the respondents prefer packed milk, 16% of them prefer buffalos milk and remaining 11% of the respondents prefer cows milk.

CHARTNO.2

RESPONDENTS PREFERENCE OF MILK

11% 16%

73%

Cows milk Buffalos milk Packed milk

RESPONDENTS PREFERENCE OF MILK

11% 16%

73%

Cows milk Buffalos milk Packed milk

TABLENO.3
Pack size preferred by the respondents

Pack size 200ml 500ml 1 liter Total Inference:

No. of respondents 25 235 40 300

Percentage 8 78 14 100

The above tabulation indicates that majority of 78% of the respondents prefer 500ml packets, 14% of them prefer 1-liter packets and remaining 8% of the respondents prefer 200ml pack size.

CHARTNO.3

NO.OF RESPONDENTS

PACK SIZE PREFERED BY THE RESPONDENTS 235 250

200 150 100 50 0 25 8 200ml 500ml PACKSIZE 78 40 14

1 liter

NO.OF RESPONDENTS

PACK SIZE PREFERED BY THE RESPONDENTS 235 250

200 150 100 50 0 25 8 200ml 500ml PACKSIZE 78 40 14

1 liter

TABLENO.4
Dairy consumption of the milk by the respondents Quantity of milk 500ml 1 Liter 2 Liters Above 2 liters Total Inference:
From the above tabulation indicates that majority of 53% of the respondents consumed 1 liter per day, remaining 28%, 12%, 7% are consumed 500ml 2 liters, above 2 liters per day.

No. of respondents 35 160 85 20 300

Percentage 12 53 28 7 100

CHARTNO.4

DAILY CONSUMPTION OF THE MILK

160 160 OF RESPONDENTS 140 120 100 80 60 53 85

DAILY CONSUMPTION OF THE MILK

160 160 NO. OF RESPONDENTS 140 120 100 80 60 40 20 0 500ml 1 Liter 2 Liters Above 2 liters 35 12 53 28 20 85

QUANTITY OF MILK

TABLENO.5
Respondents preferred brand of packed milk
Brand Heritage Aavin Arokya Jersy Tirumala Others Total No. of respondents 90 84 36 10 5 75 300 Percentage 30 28 12 3 2 25 100

Inference:
The above tabulation indicates that majority of 30% of the respondents prefer heritage milk. Next majority of 28% of the respondents prefer Aavin milk.

CHARTNO.5

RESPONDENTS PREFER BRAND OF MILK

90 80 70 60 50 40 30 20 10 0 90 84 75 NO. OF RESPONDENT

30

28

36 25 12 10 3 5 2

Heritage Aavin Arokya Jersy TirumalaOthers BRAND NAMES

Chi-square test:
H0: There is no significant difference in the various brands bought by the consumers Hi : There is significant difference in the various brands bought by the consumers

Oi 90 84 36 10 5 75 Total

Ei 50 50 50 50 50 50 300

(Oi -Ei ) 1600 1156 196 1600 2025 625

(Oi -Ei )/Ei 32.00 23.12 3.92 32.00 40.5 12.5 144.04

= ( Oi Ei ) / Ei ~ 2 n-1 = 144.04 ~ 2 6-1 = 144.04 ~ 2 5

Degree of freedom = ( n-1) = 6-1 = 5

table value of 5% level of significance at 5 d .f is 7.82

H0: reject Conclusion : since calculated value > table value.

TABLENO.6
Experience of the respondents

Year of experience Below 6 months 6 months to 1 years 1-2 years More than 2 years Total

No. of respondents 64 141 45 50 300

Percentage 21 47 15 17 100

Inference:
The above table indicates that 47% of the respondents purchasing from the period of 6 months to 1 year, next majority of respondents purchasing from the period of one to 6 months.

CHARTNO.6

EXPERIENCE OF RESPONDENTS
160 140 120 100 80 60 40 20 0 NO. OF RESPONDENTS 141

64 47 21 45 15 6 months to 1 years 1-2 years

50 17

Below 6 months

More than 2 years

PERIOD OF USING

EXPERIENCE OF RESPONDENTS
160 140 120 100 80 60 40 20 0 NO. OF RESPONDENTS 141

64 47 21 45 15 6 months to 1 years 1-2 years

50 17

Below 6 months

More than 2 years

PERIOD OF USING

TABLENO.7
Influencing factors to purchase current brand

Influencing factors Freshness (quality) Packing Price Advertisement Total

No. of respondents 131 48 22 20 221

Percentage 59 22 10 9 100

Inference:
The above tabulation indicates that a majority of 59% of the respondents purchasing heritage milk was freshness (quality) 22%, 10% and 9% purchasing for packing, price, and advertisements.

CHARTNO.7

NO. OF RESPONDENTS

140 120 100

FACTORS INFLUENCING TO PURCHASE BRAND

131

80 60 40 20 0
)

59

48 22 22 10 20 9

ity

in

Pr ic

al

(q u

Pa

es

hn

Fr es

INFLUENCING FACTORS

Ad

ve

rti s

em

ck

en

NO. OF RESPONDENTS

140 120 100

FACTORS INFLUENCING TO PURCHASE BRAND

131

80 60 40 20 0
)

59

48 22 22 10 20 9

ity

in

Pr ic

al

(q u

Pa

es

hn

Fr es

INFLUENCING FACTORS

TABLENO.8
Respondents Brand awareness of Heritage Milk

Ad

ve

rti s

em

ck

en

Awareness Aware Unaware Total

No. of respondents 211 89 300

Percentage 70 30 100

Inference:
The above table indicates that 70% of the respondents are aware 30% are unaware of Heritage milk.

CHARTNO.8

BRAND AWARENESS ABOUT THE HERITAGE MILK

Unaware 30%

Aware 70%

BRAND AWARENESS ABOUT THE HERITAGE MILK

Unaware 30%

Aware 70%

TABLENO.9
Respondents come to know of Heritage Brand
Media Hoardings Wall posters Friends and relatives Total No. of Respondents 42 17 152 211 Percentage 20 8 72 100

Inference:
The above tabulation indicates that a majority of 72% of the respondents knows of Heritage brand by friends and relatives, 20% of the respondents know of Heritage milk by hoardings and remaining 8% of the respondents know of Heritage by wall posters.

CHARTNO.9

RESPONDENTS KNOWING ABOUT THE HERITAGE MILK

160 NO. OF RESPONDENTS 140 120 100 80 60 40 20 0 Hoardings 42 20 17 8 Friends and relatives 72 152

Wall posters MEDIA

TABLENO.10
Respondents trained of Heritage Brand

Trained Yes No Total

No. of respondents 160 140 300

Percentage 53 47 100

Inference:
The above table indicates that majorities of 53% of the respondents are trained Heritage milk and remaining 47% of the respondents are not trained Heritage milk.

CHARTNO.10

RESPONDENTS TRY TO USED HERITAGE MILK

No 47% Yes 53%

RESPONDENTS TRY TO USED HERITAGE MILK

No 47% Yes 53%

TABLENO.11
Reasons for Respondents prefer heritage milk

Influencing factors Quality Price Availability Total

No. of respondents 62 20 78 160

Percentage 45 13 42 100

Inference:
The above table indicates that a majority of 45%of the respondents prefer by quality, 42% of the respondents prefer by availability and remaining 13% of the respondents preferred the price.

CAHRTNO.11

90 NO. OF RESPONDENTS 80 70 60 50 40 30 20 10

RESONS FOR PREFERING HERITAGE MILK

78 62 45 42 20

13

0 Quality Price FACTORS Availability

TABLENO.12 Opinion on the price of Heritage milk compares to other

brands of milk

Opinion of price High Very high Moderate Low Total

No. of respondents 40 20 100 160

Percentage 25 13 62 100

Inference:
The above table indicates that 62% of the respondents feel that the heritage price of the milk is moderate.

CHARTNO.12

120 NO. OF RESPONDENTS 100 80

OPINIONS OF THE PRICE OF HERITAGE MILK

100

62 60 40 20 0 High Very high Moderate 40 25 20 13 0 0

Low

OPINIONS

TABLENO.13
Consumers perception on packing of Heritage milk

Packing of Heritage milk Good Average Bad Total

No. of respondents 77 63 20 160

Percentage 48 39 13 100

Inference:
The above table indicates that a majority of 48% of the respondents feels heritage milk packing is good, 39% of the respondents feel heritage milk packing is average remaining 13% respondents feel bad.

CAHRTNO.13

CONSUMER PERCEPTION ON PACKING OF HERITAGE MILK 13%

48% 39%

CONSUMER PERCEPTION ON PACKING OF HERITAGE MILK 13%

48% 39%

Good

Average

Bad

TABLENO.14
Respondents satisfaction with Heritage milk
Satisfaction Highly satisfied Satisfied Highly dissatisfied No. of respondents 55 79 16 Percentage 34 49 10

Dissatisfied Total

10 160

7 100

Inference:
The above tabulation indicates that a majority of 49% of the respondents was satisfied, next majority of 34% of the respondents was highly satisfied.

CHARTNO.14

CUSTOMERS SATISFACTION WITH HERITAGE MILK

90 80 70 60 50 SPONDENTS 40 30 16 34 55 49 79

CUSTOMERS SATISFACTION WITH HERITAGE MILK

90 80 70 60 50 NO.OF RESPONDENTS 40 30 16 20 10 0 Highly satisfied Satisfied Highly dissatisfied Dissatisfied 10 10 7 34 55 49 79

OPINION

Chi-square Test
Ho : There is no significant different between the consumer satisfaction With Heritage Milk.

H :

. There is significant different between the consumer satisfaction with Heritage Milk. Oi 55 79 16 10 Total Ei 40 40 40 40 ( Oi Ei ) 225 1521 576 900 (Oi Ei ) /Ei 5.625 38.025 14.40 22.5 80.55

= ( Oi Ei ) / Ei ~ 2 n-1 = 80.55 ~ 2 4-1 = 80.55 ~ 2 3

Degree of freedom = ( n-1) = 4-1 = 3

table value of 5% level of significance at 3 d .f is 7.82

H0: reject Conclusion : since calculated value > table value.

TABLENO.15
` Respondents rank on the quality of heritage milk
Rank of quality Excellent No. of respondents 48 Percentage 30

Very good Good Average Poor Total

30 52 20 10 160

19 33 13 5 100

Inference:
From the above table it is inferred that 33% of the respondents feel quality was Good, 30% of the respondents feel quality was excellent, 19% of the respondents feel very good, 13% of the respondents feel average and remaining 5% of the respondents feel quality was poor.

CHARTNO.15

RANKING ON THE QUALITY OF HERITAGE MILK

NO. OF RESPONDENTS 60 50 40 30 20 10 0 48 30 52 33 30 19 20 13 10 5

RANKING ON THE QUALITY OF HERITAGE MILK

NO. OF RESPONDENTS 60 50 40 30 20 10 0 Excellent Very good Good Average Poor 48 30 52 33 30 19 20 13 10 5

RANKS

TABLENO.17
Respondents opinion on Media for sales promotion
Media Television Radio jingles Newspapers Hoardings Wall posters Total No. of respondents 55 86 50 67 42 300 Percentage 18 29 17 22 14 100

Inference:
The above table indicates that a majority of 29% of the respondents opinion was Radio Jingles as a sales promotion,22% of respondents prefer Hoardings 18% respondents prefer T.V,17% of respondents prefer News papers and remaining 14% are Wall posters.

CHARTNO.17

NO. OF RESPONDENTS

OPINIONS ON MEDIA FOR SALES PROMOTION

100 80 60 40 20 0
es s er gs n gl ap is in jin ev rd os W al lp te r io s

86 55 18 29 67 50 17 22 42 14

sp

Te l

ad

ew

MEDIA

oa

io

NO. OF RESPONDENTS

OPINIONS ON MEDIA FOR SALES PROMOTION

100 80 60 40 20 0
es s er gs n gl ap is in jin ev rd os W al lp te r io s

86 55 18 29 67 50 17 22 42 14

sp

Te l

ad

ew

MEDIA

oa

io

TABLENO.18
Respondents expecting sales promotion activities from manufacturer
Sales promotion activities Gifts Discounts Lucky draws Offers Total No. Of respondents 150 51 56 43 300 Percentage 50 17 19 14 100

Inference:
The above tabulation indicates that 50% of the respondents expecting gifts, 19% expecting Lucky draws, 17% expecting Discounts and remaining 14% are expecting offers from the manufacturers.

CHARTNO.18

RESPONDENTS EXPECTATIONS FROM MANUFACTURERS

150 160 140 120 100 80 60 40 20 0

NO. OF RESPONDENTS

50

51 17

56 43 19 14

Gifts Discounts Lucky draws

Offers

RESPONDENTS EXPECTATIONS FROM MANUFACTURERS

150 160 140 120 100 80 60 40 20 0

NO. OF RESPONDENTS

50

51 17

56 43 19 14

Gifts Discounts Lucky draws

Offers

PROMOTIONAL ACTIVITIES

TABLENO.16
Factors influenced reasons for not buying Heritage milk
Factors influenced Non availability Unawareness Poor quality High Price Total No. of respondents 46 89 10 15 160 Percentage 29 56 6 9 100

Inference:
The above table indicates that 56% of the respondents not buying Heritage Milk because non availability.

CHARTNO.16

FACTORS FOR NOT BUYING HERITAGE MILK

90 NO. OF RESPONDENTS 80 70 60 50 40 30 20 10 0 10 15 6 9 46 29 56 89

Non Unawareness Poor qualityHigh Price availability FACTORS

SUGGESTIONS
1. Heritage Milk has got high awareness and preference. But still brand like Aavin are poling on top of the mind. The company should try to position them self as a commercial brand with quality and increasing shoppers in uncovered areas.

2. The company should use print media and hoarding effectively for advertising Heritage Milk.

3. Efforts should be made to improve communication between dairy authorities and end users through regular interaction.

4. Information regarding the manufacturing facilities and the hygienic conditions maintained by Heritage dairy should be provided to the consumers in the form of attractive pamphlets.

5. Slides and documentary files to be shown in cinema halls before news bulletin or intermission time.

6. Promote and sponsor athletics and sports meets in various colleges and schools by projecting the Heritage dairy milk mascot. It has to covered by local T.V network..

7. Sales promotions include directed man dealer calls, promotional fairs and exhibitions, distribution of samples demonstration of products and preparing sales literature, booklets for distribution and training the field force to call on Clint.

8. Improve the quality, reduce the price and put more concentration on packaging aspects and promoting other products.

9. The company should conduct meets in flats, colonies and uncovered areas still now for promoting the brand.

10.Most of the consumers prefer 500ml milk packets. So that most concentrations on that pack size.

LIMITATIONS OF THE STUDY

1. The Study was restricted to Part of Avadi and Pattabiram only.

2. The Study was restricted to household Customers only.

3. Non-availability of the customers at home and the time when the survey was conducted.

4. The Sample Size was restricted to 300 Customers.

5. The Period was restricted to four months.

QUESTIONNAIRE FOR CONSUMERS

1. Name : 2. Age : :

3. Sex

4. What is the size of your family ? a) 2 b) 3 c) 4 d) above 4

5. Which type of milk are you using at present ? a) Cow s milk b) Buffalos milk c) Packed milk

6. If you are using packed milk what pack size do you prefer ? a)200ml b) 500ml c)1 ltr

7. What is the quantity of milk consumed per day ? a) 500ml a) Heritage e) Tirumala b)1ltr b) Aavin c) 2 ltr d) above 2 ltr 8. What is your brand of packed milk ? c) Arokya d) Jersey f) Others (Specify______)

9. How long have you been using your current brand ? a)Below 6 months b) 6 months to one year

c) 1-2 years

d) More than two years

10. What factors influenced you to select the brand ? a) Fresh ness b) Packing c) Price d) Advertisement

11. Are you aware of heritage milk ? a)Yes b)No

12. How did you come to know of heritage milk ? a) Hoardings b) Wall posters c) Friends and Relatives

13. Do you use Heritage milk ? a) Yes b) No If Yes fill in the following questions If No go to question no 19 14. Why do you prefer Heritage milk ? a) Quality b) Price c) Availability d) Advertisement

15. What do you think of the price ? a) High b) Very High c) Moderate d) Low

16. How do you grade the packing of Heritage milk ? a) Good b) Average c) Bad 17. Are you satisfied with the quality of Heritage milk ? a) Highly- satisfied b) Satisfied c) Dissatisfied d )Highly dissatisfied

18 Rank the quality of Heritage milk ? a) Excellent d) Average a) b) Very Good e) Poor Non- Availability b) Unawareness d) High price c) Good

19.Reasons for not buying Heritage milk? c) Poor Quality

20.Which of the following advertising media attracted you more(current brand) ? a) T.V d) Wall posters 21.What a) Gifts are the b) Radio Jingles e) Hoardings promotional benefits you except from the c) News papers

manufacturer ? b) Discounts c) Lucky draws d) Offers

22.Give your suggestions to improve Heritage milk . a) b)

c)

BIBLIOGRAPHY

Marketing Management Marketing Research Quantitative Techniques Statistical Methods Priciples of Marketing Company web site www.heritagefoodsindia.co.in

- Philip Kotler - D . D . Sharma - D .Shanthi Sopihia Bharathi - S . P .Guptha - Philip Kotler