INTRODUCTION TO TOPIC 1.

1 INTRODUCTION:
During the last decade, increasing attention has been given to relationship marketing as a way to enhance cooperation between a selling company to better meet competition and exceed their competitors, and hence relationship marketing become an important determinate of success in the increasingly competitive business world of today. The study shows that building and handling consumer behaviour in crucial for a company’s survival in the highly competitive business-to - business environment. The study also indicates that when a company has few and large customers, CRM is to a great extent handled through personal contacts and interactions between the supplier- company and the OEM’s as opposed to handled through computer-based CRM-programs. Furthermore, the measurement/evolution of CRM seems to take place in the minds of the people involved in a sale, rather than through statistical measurements.

BACKGROUND:
The marketing concept as expressed by Drucker (1954) is that “purpose of a firm is to create and serve customers”. This philosophy of doing business has three major components: 1) All company acclivities should be based on the recognition of a need. 2) A customer orientation should be integrated throughout the entire company and 3) customer satisfaction should be viewed as the means toward long-run profitability goals. The concept of and in particular the view of marketing seems to have been constantly developed to match the time in which it has been used. Kotler (1999) describes the old marketing, or as he calls it: the Neanderthal marketing, as combination of the following practices: • • Equating marketing with selling Emphasizing customer acquisition rather than customer care

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Trying to make a profit on each transaction rather than trying to by managing customer lifetime value.

profit

• •

Pricing based on marking up cost rather than target pricing. Planning each communication tool separately rather than integrating marketing communication tools.

Selling the product rather than trying to understand and meet the customer’s real needs.

According to Morris, Pitt and Honeycutt (2001) this view of marketing (as selling) changed by the end of 1990, when marketing instead become equivalent with a set of value creating activities. The authors further describe marketing of today as much more complicated: “Organization must make fundamental decisions regarding how to approach different market segments and individual customers. The conventional wisdom is that the marketer is no longer interested in making a sale or achieving a transaction, but instead must focus on relationship marketing” Morris further claims this orientation to be of special importance when dealing with industrial customers, since the goods and services bought by them have an impact on the performance of day-to-day business operations, and thus the viability of the company.

BENEFITS OF CRM
Sales: • • • • Higher absolute sales volume Sales continuity Sales growth Higher levels of profit margins

Product / service development

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• •

Ideas for new products Ideas for improvement of existing products

Market Access: • • • • Broadened market access. Leads to new customers Good references from existing customers Existing customers bring the suppliers and new customers together

Helfert and Vith claim that the reason why companies establish relationships with external partners such as customers is to achieve goals they could otherwise not achieve or at least not achieve as efficiently. The authors present three different sets of benefits or outputs that ideally emerge for a supplier from a relationship with a customer: sales, product/ service development and the access to new markets.

EVALUATION/ MEASUREMENT OF CONSUMER BEHAVIOUR:
Jain, Jain and Dhar (2003) claim that popular measures of CRM often used by practitioners are: sales, profits, market share, new customers, customer turnover or defection rate, cost reduction, service time and customer complaints. Data on these factors can be collected from sales reports, balance sheets or field visits. Jain, Jain and Dhar’s study examines how the behavioral dimensions of the customer-supplier relationships can be used to evaluate the effectiveness of the supplier’s CRM-effort. The authors identify ten factors or behavioral dimensions: Attitude to serve: Refers to the great importance of the employees of the selling company. The employees must have an attitude that signals that they exist for their customer.

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Understanding expectations: Delivering the products and services that meet or exceed customer expectations is the key to winning customers. It places greater emphasis on understanding needs or expectations and tracking the changing preferences and evolving needs. Quality perceptions: Customer’s perceptions about the selling organization’s effects to deliver quality. Reliability: Winning the customers confidence is vital for the selling organization. The ability of the seller’s representatives to establish a relationship of trust and faith greatly influences perceived quality. Communication: The desire to the understood better and informed well is commonly observed among customer. The seller’s representatives are expected to communicate effectively with customers. The content, style and timing of communication need to be managed carefully to avoid over-promising or under-promising to the customers. Customization: Organizations are expected to deliver a product or service in

response to a particular customer’s need. Recognition: Showing respect to the customers to make them feel important is an important element in relationship building. Keeping promises: Organizational commitment has been reported as a major

influence on the continuity of relationships with customers. Satisfaction audit: Obtaining feedback from customers and regularly measure

customer satisfaction is an essential step for successful CRM-implement.

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FAO and WFP (World Food Program). This rapid growth and modernization is largely credited to the contribution of dairy cooperatives. including the European Union. the annual rate of growth in milk production in India is between 5-6 percent.4 million MT of milk is the largest producer of the world. although per capita consumption is modest – at 70 kg of milk equivalent.S at 71 million tones. with output in 1999-2000 (marketing year ending March 2000) forecasted at 78 million tones. Nowadays. calcium and vitamins.1. where the milk production is anticipated to grow only marginally at 71 million tones. under the Operation Flood (OF) Project. 5 . The steep rise in the growth pattern has been attributed to a sustained expansion in domestic demand. India with a production of 114. India’s milk production was on par with the U. The world milk production in 1998 at 557 million tones would continue the steady progress in recent years. the World Bank. Furthermore. assisted by many multi-lateral agencies. ANNUAL MILK PRODUCTION HAS TREBLED: India’s annual milk production has more than trebled in the last 30 years. United States. occupied the top slot till 1997. rising from 21 million tones in 1968 to an anticipated 80 million tones in 2001. milk is no longer the choice drink of geeks in the lunchroom.000 remote villages. milk has a special role to play for its many nutritional advantages as well as providing supplementary income to some 70 million farmers in over 500. against the world at 1 per cent. In the Indian context of poverty and malnutrition.2 INDUSTRY PROFILE INDIA: WORLD’S LARGEST MILK PRODUCER: India has become the world’s No. “The rational concept features information on protein. Milk is everyone’s choice drink.1 milk producing country.

some sectors continue to grow-both the cheese and yogurt sectors have gained new consumers since 2002. In 1984-85.WORLD’S TOP MILK PRODUCERS: COUNTRIES India Denmark United states Russian federation Brazil Ukraine Poland New Zealand Australia EC World (includes others) 2009 114. with most households buying across all the major categories. the value of milk and its products exceeded Rs 10000 million. being the largest contributor to the gross agricultural produce. 6 . ranking after rice but before wheat. Milk and dairy products have a high level of consumer penetration.4 2008 110 101 94 61 41 25 22 14 9 125 602 2007 98 80 66 60 39 26 19 17 9 125 539 SOURCE: INTERNATIONAL DAIRY ASSOCIATION 2009 Milk and milk product play a vital role in the country’s agricultural economy. Despite the established nature of many products. Milk provides both nutrition and supplementary income to their weaker sections.4 111 93 82 62 24 22 16 10 125 659. Increasing prices of raw materials demand for dairy products in emerging markets also increases.

milk powders. IDA functions very closely with the dairy producers. ghee. Amul enjoys 0. private institutions. Kool Koko. institutions and organizations associated with the development of dairying in India. and Bangladesh.1 million metric tones(MMT) in 2008 the co-operative giant’s ranking goes up.7 MMT worth milk procurement. and in 2006-2007 the figure increased to Rs. India’s largest food brand Amul is now among top 25 milk brands of the world. Singapore. butter and shrikhand. In an 7 . The sales turnover of the Brand amul amounted to Rs. Amul is the biggest brand in the pouched milk sector in the world and in India it is the biggest food brand. The company was established in India in 1961. chocolate. cream. Australia. 42778 million.4 market share in world market. The various brands of Amul’s milk drinks are sold under various names such as Amul kool Café. China. Nestle India limited: a subsidiary of Nestle: was founded by Henri Nestle in Switzerland in the year 1867. UAE. With 2. and Amul Masti spiced Buttermilk. government and public sector units. The International Farm Comparison Network(IFCN). Amul exports its products to various countries such as USA. Amul Kool chocolate milk.4 million MT of milk is the largest producer of the world. Indian dairy association (IDA) is the body of the dairy industry in India.The dairy sector in India has shown remarkable development in the past decade and India has now become one of the largest producers of milk and value added milk products in the world. Hong Kong. paneer. The members are from the cooperatives.37736 million. Amul’s milk collection stood at 3. Maurities. cheese. in 2005-2006 the figure stood at Rs. MNCs.29225 million in 2004-2005. corporate units. Indian Dairy Association (IDA) Established in 1948. ice cream. professionals & planners. Amul’s range of products includes milk. scientists & educationists. curd. India with a production of 114. a global diary research network has ranked Amul 21st in the list of top dairy companies.

the net domestic sales have also grown at a very fast pace to Rs.1%.5% over the review period (2004 to 2008).effort to upgrade the existing standards of the Indian milk industry at that period. Whole milk and skim milk powders as well as milk proteins are important dairy products in China. yellow fats (butter.6%. having grown by 12.17 bn in 2008. China is committing resources to expand its dairy farm sector and milk production. U.S. and the net sales figure marks a rise of 23.7 croses. that is . yogurts and chilled desserts (including drinking yogurts). 756. The net profit for this quarter records a growth of 18. margarine and other spreads) and cream. China is World’s fastest growing dairy market: China is committed to increase the nutritional level of its people and looks to milk and dairy products as one of the major food sources. from April to June in the previous year.9 croses. amounting to Rs. but demand is currently out stripping domestic production. showin a jumbb of approximately 24% when compared with the financial figures of the same period.82croses.2%: whereas the exports delineate improvement by 15. Performance of Nestle India: Nestle India’s popularity is variable in its financial figures published for the second quarter starting from April and ending in June 2008. Fonterra of New Zealand considers china as a major growth market not only for dairy exports but investments in china and partnerships with dairy and food companies in china. dairy products behind mexico and Canada. Global scenario: major players 8 .95. The first production unit was launched in Punjab. China is already the third largest world market for U. which is calculated as Rs. The milk and dairy products market in the UK was valued at L7.S. cheese. dairy cooperatives and other dairy companies are major products of these products at competitive world prices. The market is broadly divide into the following sectors: liquid milk.

cheddar cheese.6% 9 . The major milk producing countries are India. International trade represents about 7 percent of global milk production. the whole milk powder is around 12 million tonnes per annum. The major milk products exported are skim milk. butter/butter oil.3 million tonnes 5. Ukranie.Currently. Brazil. Pakistan. Poland. Dairy industry profile 2008 Human population 1953 million (70 million dairy farmers) Milk production Average annual growth rate (2000– 2004) Per capita milk availability Milch animals 414 gm/day or 138 kg/year 104 million cows: 59 million buffaloes. United States. 174. powder whole powder. Russian Federation. the global milk production is around 650 million tonnes. and Australia. followed by 11.5million tonnes of cheese and 8 million tonnes of butter/anhydrous milk fat. acid casein etc. New Zealand.

8 MARKET SHARE 5. 16. 8.4 2.6 6.4 3.3 3.4 4. 6. 15.NO 1. SOURCE: RABOBANK INTERNATIONAL 2008. 12.2 9. 10 .5 3.3 2.7 4.0 2. 20. COMPANY Nestle Danone Alkalis Friesland & campina Dairy farmers of America Dean foods Fonterra Aral foods Kraft foods Unilever Parmalat Bongrain Saputo Land o’lakes Meiji dairies Morinaga milk industry Schreiber foods Nordmilch Dairy crest Muller USA Germany UK Germany 2.1 3. 18. 11.8 USA 8.6 8. 10.4 3.2 USA New Zealand Denmark/ Sweden USA New Zealand / UK Italy France Canada USA Japan Japan 7.9 10. 2. 4.WORLD’S TOP DAIRY COMPANIES S. 13.3 2. 14. 9. 17. 7.1 COUNTRY Switzerland france France New Zealand 16. 19. 3.6 7.

123 Government and 33 co-operatives milk chilling centers operate in the state.The dairy sector in India has shown remarkable development in the past decade and India has now become one of the largest producers of milk and value added milk products in the world. MILK BRANDS AND PRODUCTS IN INDIA The widest spectrum of milk products in India. • • • • • • • • • • • • • • Madhya Pradesh milk co operatives Maharashtra milk co operatives Nagaland milk co operatives Orissa milk co operatives Pondicherry milk co operatives Punjab milk co operatives Rajasthan milk co operatives Sikkim milk co operatives Tamil Nadu co operatives Tripura milk co operatives Uttaranchal milk co operatives Uttra Pradesh milk co operatives West Bengal milk co operatives Delhi milk co operatives. under the brand name Vijay. Nutra. At present the state have 60 milk processing plants with an aggregate processing capacity of 5. Komatha. Amul. In addition to these processing plants. Mahann ec. The list of Dairy industry milk co-operatives in India state wise. 11 . Aravind.8 million liters per day. These include ghee. The dairy sector has developed through cooperatives in many parts of the state. Vidya. Arokya.

An interest in the quality of food has also to a grater emphasis on provenance. Companies have been active with joint ventures. The dairy market is dominated by a handful of processors and vertically intergraded dairy co-operatives. 12 . as well as buying out specific interests and consolidating business. In addition. UHT milk. are putting pressure on dairy manufactures to develop innovative but cost effective products. demand for dairy products in emerging markets and the drive for health and wellness. Increasing prices of raw materials.butter. skim milk powder. Within the milk and dairy market. sterilized cream. cooking butter and ice cream. Key growth strategies for many of the top companies include strengthening brand portfolios and expansion in growth markets such china and India. where products are from and how they are made. consumers have shown a willingness to buy products that have covered fewer food miles and to support local businesses. dairy whitener. Regional milks and cheeses have experienced greater demand on the back of such trends. there remains considerable scope for further product development. Organic dairy products have also been driving sales. processed chaddar cheese and cheese spread. flavoured milk (meri milk) slim milk in tera packs. as consumers have increasingly sought more naturally produced ranges.

1.691 milk producers. One among the cooperative sector is the ootacamund cooperative milk supply society (OCMSS) HISTORY On July 14. OPERATIONAL FLOOD The operational flood program was instrumental for the rapid progress of this dairy during 1980’s at present there are 113 functional societies with 40. Dairy stalwarts like late Dr.3 COMPANY PROFILE ABOUT THE COMPANY Under the five-year plan of the state government a number of pasteurization plants were set up in the cooperative sector in manjor towns. who have made a rapid progress in this dairy in the operational flood program. The OCMSS then expanded its area into 20 villages during 1960. Later in mid 1970’s the OCMSS accumulated assets worth 35 lakes. 13 . 10. Pooviah have lent their able support during this period. under the tutelage of late shre.giriappa gowader. Between 1962 – 1964 the pasteurization plant with the capacity of 10. DAIRY COMPLEX The new dairy complex has one of the finest cheeses manufacturing facilities in this country. Bbasuviah and late shre. The OCMSS then had a membership of 355 members with the share capital of Rs.1946 ootacamund co-operative milk supply society (OCNSS) under the tutelage of late Shri.N. Giriappa Gowder was registered.277/During mid 1940’s milk was collected from its members residing in and around ooty and then was supplied to customers. Infrastructure assistance for establishing cheese plant was availed from national dairy development program funds.000 liters per day was installed.

The four main areas are as follows • • • • Ooty Coonoor Kothagiri Gudalur These are the four main areas and there are 18routers.434 lakes -------------------- AREA OF SALES They are selling only within the district and not beyond the district. 2 in gudalur. In ooty there are 12 routes and in Coonoor 3 routes. out of which Rs. of institution .636 lakes -174. 50% loan 50% share capital 100% grant -172. of parlors .73 14 . 477.76 No.HILL AREA DEVELOPMENT PROGRAMME A financial assistance of Rs. 347.073 lakes ---------------------477.434 lakes has been availed through hill are development programmed.725 lakes -130. of agents No. • • • No.361 lakes was received as 50% loan and the remaining amount as 100%grant. I in kothagiri.353 .

original copy is given to the dairy section and another copy is dept. at marketing section itself.5% ----. GATEPASS • As per the agents indent the marketing section prepare milk dispatch gate pass.0% SNF 8.FAT 6. The gate pass contains 3 copies.00% SNF 9. METHODS OF MILK DISPATCH • • • Cash sales Credit sales Card sales PRODUCT PROFILE MILK Pasteurized toned milk Standardized milk Full cream milk ----. Finally the marketing prepares the total milk indent and given to the dariy section. and last copy is dept.5% ----.5% SNF 8. As per the agents and institutions demand the marketing section recorded their indent. at marketing section.MILK INDENT The agents and the institutions are informed their milk indent into the marketing section by phone of directly.0% 15 . another copy is given to the driver. One is given to the security section.FAT 4. The dairy section issue milk to the marketing section as per the marketing section indent. The indent contains 2 copies.FAT 3.

mango. butter.pineapple TETRA MILK • 200ml – 1000 ICE – CREAMS Vanilla. choco.GHEE • • • tin-200gms/ml 500gms/ml. strawberry. chocolate. pineapple. pista. • Cups – 50ml/100ml/1lit/1gallo MILK SWEETS • Salted – 100gms/200gms/500 gms/20 kg. 1 lit 1 kg/2kg/5kg/15kg tetra pack-500gms/1kg sachets-50 ml/500gms/ml MILK POWDER • • • Cartons – 500gms Poly bag – 1kg Bulk bag – 25kg CHEESE • Chip lets – 25gms/250gms FLAVORED MILK • Tetra-200ml/strawberry-cardamom – chocolate . badam. blackcurrant. scotch. 16 . risin. tutti fruity .

• • Plain – 100gms/200gms/500gms/20kg. 17 . Bulk – un sugared. Sachet – 200ml MANGO DRINK • Tetra – 200ml MILK KHOA • • Packets – 50gms/100gms/200gms/500gms.

not one of these groups. was successful without a coach on the sidelines. He is a part of it. retail. high technology or any other area. We are not doing a favor by serving him. president and Anne Nickerson says that. By effectively leveraging results from a customer satisfaction survey an organization can respond to their customers need in ways that increases revenue as well as improve customer and employee satisfaction and loyalty” Holtz. or individual players. We are dependent on him. He is not an interruption on our work. Whether in financial services. what do winners of the super bowl. president and CEO. She was early and quite small which mean that we spend her first month in doctor’s and specialist’s offices. says that. 1890 “A customer is the important visitor in one premise. telecommunications. He is not an outsider on our business. Jodie Monger. says that. the World Series and NCCA final having common while they are all champions. Dr. I never had much contact with our healthcare system until my daughter was born. companies know that in order to be successful. He is doing us a favor by giving us the opportunity to do so. says that.4 REVIEW OF LITERATURE Mahatma Gandhi. He is the purpose of it. they need to be better service their customer and partner. 18 . choosing a customer relationship management technology has often been a daunting task for companies in all industries. president and founder. “In today’s business environment companies cannot afford to lose a single profitable customer.1.” Craig Bailey. Kate Legget. director e-service product strategy. He is not dependent on us.

CHAPTER-II OBJECTIVES AND RESEARCH METHODOLOGY 2. • To suggest or modify the problems of existing system 19 . SECONDARY OBJECTIVE: • • To understand the customer expectations To know the satisfaction level of customers towards the products offered by the company. and to find out its effectiveness in present scenario.1.OBJECTIVES OF THE STUDY PRIMARY OBJECTIVE: To study the company’s present system of customer relationship management.

It helps to provide necessary services to customers to overcome the problem in the products and provides various insights into customer attitudes and satisfactions.2 SCOPE OF THE STUDY Since the present scenario of business is facing a heard challenge it is must to uphold the existing customer and to serve them as our best. 20 .2. And also it helps to maintain the better relationship with customer by the company. From this study the need of the customer can be analyzed and helps the organization to fulfill that need. The study helps to know the factors that influence the customer to buy the products from AAVIN.

2. As such the term ‘research’ refers to the systematic method consisting of enunciation the problem formulating a hypothesis. newspaper.. It refers to the technique or the procedure the researcher would adopt in selecting items for the sample. Since. Primary Data: Primary data are the data directly collected from the respondents by using any structured methodology. company prospectus etc. magazines. collecting the facts or data. two sources to collect data i. Sampling design in this research includes the sampling method. every possible source are needed to tap information required for the study.e.. data collected through brochures and catalogues of the banks. observation and experiments. both primary and secondary sources have been used in this research. It is the pursuit of truth with the help of study. Sources of Data: Data plays a vital role for the successful completion of any research. The researcher also collected primary data using a structured questionnaire Secondary Data: Secondary data are the data which is already collected by someone else. This project is based on descriptive research technique which refers to the surveys and fact finding enquiries of different kinds. sampling units and sampling size on the Convenience sampling 21 .3 RESEARCH METHODOLOGY Research Design Research is an original contribution to the existing stock of knowledge. i.e. Sampling Design A Sample design is a definite plan for obtaining a sample from a given population. analyzing the facts and reaching certain conclusions either in the form of solutions towards the concerned problem or in certain generalizations for some theoretical formulation. web sites.

Sample Size The sample size taken for the research was 35 respondents. Simple Percentage Analysis Percentage analysis uses percentage to process the data this method is used as a percentage simply number. Percentage =n/m*100 n= number of respondents assured m = Total number of respondents 22 .Sampling Units The sampling unit taken for this research is the whole customers of AAVIN. reducing them into “0-100” range through percentage. It consists of the whole customers of AAVIN. The questionnaire was prepared and supplied to the respondent. Tools and Techniques used for Analysis The data collected thought questionnaire has been tabulated and analyzed by using Simple Percentage Analysis. Method of data collection The researcher has collected data through personally administered questionnaire.

Study is based upon the prevailing respondent behavior.4 LIMIATIONS OF THE STUDY • • • Chance for personal bias in responding to the researcher Researcher got limited period of time for the study Study is restricted to AAVIN (co-operative milk producers union LTD. 23 . Ooty) • Using percentage analyzing only fair idea of the population can be identified.2. • • Findings cannot be extrapolated to the state level.

CHAPTER-III ANALYSIS AND DATA INTERPRETATION TABLE NO: 01 TABLE SHOWING RESPONDENTS LOCATION OPINION OOTY COONOOR KOTHAGIRI GUDALUR TOTAL INTERPRETATION NO: OF RESPONDENTS 19 13 3 0 35 PERCENTAGE 54% 37% 9% 0 100 From the above table it is inferred that the 54% of the customers are located in Ooty. 24 . 37% are at Coonoor and 9% are at Kothagiri.

CHART NO: 01 CHART SHOWING PERCENTAGE OF RESPONDENTS LOCATION 25 .

23% are above 5yrs. 17% are for 1 yrs. 26 . And 9% are above 15 yrs.TABLE NO: 02 TABLE SHOWING RESPONENTS EXPERIENCE WITH AAVIN OPINION I YEAR BETWEEN 2 TO 5 YEARS 5 TO 10 YEARS 10 TO 15 YEARS 15 AND ABOVE TOTAL INTERPRETATION NO: OF RESPONDENTS 6 14 7 5 3 35 PERCENTAGE 17% 46% 23% 14% 9% 100 From the above table it is inferred that the 46% of the customers are experienced with AAVIN between 2 and 5yrs.

CHART NO: 02 CHART SHOWING PERCENTAGE OF RESPONDENTS EXPERIENCE WITH AAVIN 27 .

11% are 3 to 4 lts and 9% of respondent purchase more than 4 liters. 1 TO 2 LITERS 2 TO 3 LITERS 3 TO 4 LITERS MORE THAN 4 LITERS TOTAL INTERPRETATION NO: OF RESPONDENTS 5 15 8 4 3 35 PERCENTAGE 15% 43% 22% 11% 9% 100 From the above table it is inferred that 15% of the respondents are purchasing less than 1lts milk per day. 22% are 2 to 3 lts. 43% are 1 to 2 lts. 28 .TABLE NO: 03 TABLE SHOWING PURCHASE OF MILK PER DAY OPINION LESS THAN 1 LITERS.

CHART NO: 03 CHART SHOWING PURHCASE OF MILK PER DAY 29 .

30 . CONTACTS GENERAL MANAGER THROUGH VARIOUS MEANS OPINION IN PERSON TELEOHONE INTERNET THROUGH DEALER/ RETAILER TOTAL INTERPRETATION NO: OF RESPONDENTS 11 21 2 1 35 PERCENTAGE 31% 60% 6% 3% 100 From the above table it is inferred that 60% of customers are contacting general manager through telephone. through internet and remaining 3% through retailer /broker/dealer. 31% are of direct person.TABLE NO: 04 TABLE SHOWING RESPONDENTS.

CON TACT WITH MANAGER THROUGH VARIOUS MEANS 31 .CHART NO: 04 CHART SHOWING PERCENTAGE OF RESPONDENTS.

6% between 5 and 10 minutes and 3% of respondents are waits for more than 10 minutes to speak with general manager. 31% within 3 minutes.TABLE NO: 05 TABLE SHOWING RESPONDENTS WAITS BEFORE SPEAKING TO GENERAL MANAGER OPINION IMMEDIATELY WITHIN 3 MINUTES 3 TO 5 MINUTES 5 TO 10 MINUTES MORE THAN 10 MINUTES TOTAL INTERPRETATION From the above table it is inferred that 49% of respondents are taken care immediately. 11% between 3 and 5 minutes. NO: OF RESPONDENTS 17 11 4 2 1 35 PERCENTAGE 49% 31% 11% 6% 3% 100 32 .

WAITS BEFORE SPEAKING TO GENERAL MANAGER 33 .CHART NO: 05 CHART SHOWING PERCENTAGE OF RESPONDENTS.

34 . 11% of are understand the cause and give solution to problem and 23% of are handle issues with courtesy and professionalism. 14% of are appear knowledgeable and competent.TABLE NO: 06 TABLE SHOWING RESPONDENTS FEEDBACK TOWARDS REPRESENTATIVES OPINION QUICK IDENTIFICATION APPEARKNOWLEDGEABLE NADCOMPETENT UNDERSTAND THE CAUSE AND SOLUTIONTO PROBLEM HANDLE ISSUE WITHCOURTESY AND PROFESSIONALISM TOTAL NO: OF RESPONDENTS 18 5 PERCENTAGE 52% 14% 4 11% 8 35 23% 100 INTERPRETATION From the above table it is inferred that 52% of the respondents said representatives quickly identifies the problem.

CHART NO: 06 CHART SHOWING PERCENTAGE OF RESPONDENTS FEEDBACK TOWARDS REPRESENTTIVES 35 .

6% are solved immediately and another 6% are for more than a week and remaining 3% of the problem not yet resolved. 22% are of between 2 and 3 days. 9% are of between 3 and 5 days.TABLE NO: 07 TABLE SHOWING RESPONDENTS DURATION FOR PROBLEM RESOLUTION OPINION IMMEDIATE RESOLUTION LESS THAN A DAY BETWEEN 2 AND 3 DAY BETWEEN 3 AND 5 DAY MORE THAN A WEEK NOT RESOLVED TOTAL NO: OF RESPONDENTS 2 19 8 3 2 1 35 PERCENTAGE 6% 54% 22% 9% 6% 3% 100 INTERPRETATION From the above table it is inferred that 54% of the respondents problem are resolved less than a day. 36 .

CHART NO: 07 CHART SHOWING PERCENTAGE OF RESPONDENTS DURATION FOR PROBLEM RESOLUTION

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TABLE NO: 08 TABLE SHOWING RESPONDENTS ABOUT SPECIAL OFFERS ON MILK PRODUCTS.

OPINION YES NO TOTAL

NO: OF RESPONDENTS 28 7 35

PERCENTAGE 80% 20% 100

INTERPRETATION
From the above table it is inferred that 80% of respondents are satisfied special offers on milk products and 20% are not satisfied with it.

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CHART NO: 08 CHART SHOWING PERCENTAGE OF RESPONDENTS ABOUT SPECIAL OFFERS ON MILK PRODUCTS.

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TABLE NO: 9 TABLE SHOWING RESPONDENTS DURATION FOR DISPATCHING THE ORDER PLACED

OPINION LESS THAN A DAY 1 TO 2 DAYS 2 TO 3 DAYS 3 TO 4 DAYS 4 TO 5 DAYS TOTAL

NO: OF RESPONDENTS 11 20 3 1 0 35

PERCENTAGE 31% 57% 9% 3% 0% 100

INTERPRETATION
It is inferred from the above table that 31% of respondents orders are dispatched less than a day, 57% of are within 1 to 2 day, 9% are within 2 to 3 days, 3% of respondents orders are dispatched within 4 days.

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CHART NO: 9 CHART SHOWING PERCENTAGE OF RESPONDENTS DURATION FOR DISPATCHING THE ORDER PLACED 41 .

17% of said good. 11% of said average and 8% excellent towards the treatment of damages and replacement.TABLE NO: 10 TABLE SHOWING RESPONDENTS REPLACE TOW ARDS THE TREATMENT OF DAMAGES AND REPLACEMENTS OPINION EXCELLENT VERY GOOD GOOD AVERAGE POOR TOTAL NO: OF COMPANIES 3 20 6 4 2 35 PERCENTAGE 8% 58% 17% 11% 6% 100 INTERPRETATION From the above table it is inferred that 58% of the respondents said very good for the treatment towards damages and replacements. 42 .

CHART NO: 10 CHARAT SHOWING PERCENTAGE OF RESPONDENTS REPLY TOWARDS THE TREATMENT OF DAMAGES AND REPLACEMENTS 43 .

44 .TABLE NO: 11 TABLE SHOWING RESPONDENTS CHOICE FOR PURCHASE OPINION QUALITY SERVICE LOW COST CONVENIENCE VARIETIES TOTAL NO: OF RESPONDENTS 13 7 4 9 2 35 PRECENTAGE 37% 20% 11% 26% 6% 100 INTERPRENTATION From the above table it is inferred that 37% it is inferred that 37% of respondents are making purchase because of quality. 20% of are because of service and 26% of respondents are purchasing because of convenience.

CHART NO: 11 CHART SHOWING PERCENTAGE OF RESPONDENTS CHOICE FOR PURCHASE 45 .

46 .TABLE NO: 12 TABLE SHOWING RESPONDENTS FROM WHERE THEY GET KNOW ABOUT AAVIN OPINION NEWSPAPER TELEVISION RADIO FRIENDS NOTICE TOTAL NO: OF RESPONDENTS 7 0 3 19 6 35 PERCENTAGE 20% 0% 9% 54% 17% 100% INTERPRETATION From the above table it is inferred that 54% of respondents get know of about AAVIN through their friends. 20% are through newspaper and 17% are through notice. 9% are through radio.

CHART NO: 12 CHART SHOWING PERCENTAGE OF RESPONDENTS FROM WHERE THEY GET KNOW ABOUT AAVIN 47 .

48 .TABLE NO: 13 TABLE SHOWING RESPONDENTS ON COLLECTING DOOR DELIVERY CHARGES OPINION YES NO TOTAL NO: OF RESPONDENTS 12 23 35 PERCENTAGE 34% 66% 100 INTERPRETATION From the above table it is inferred that 34% collecting door delivery charges and 66% are collecting charges from respondents.

CHART NO: 13 CHART SHOWING PERCENTAGE OF RESONDENTS COLLECTING CHARGES FOR DELIVERY 49 .

50 .TABLE NO: 14 TABLE SHOWING RESPONDENTS GET SPECIAL OFFER WHEN THEY PURCHASED FROM AAVIN OPINION YES NO TOTAL NO: OF RESPONDENTS 26 9 35 PERCENTAGE 74% 26% 100 INTERPRETATION rom the above table it is inferred that 74% of respondents are getting special offers while purchasing from AAVIN and 26% are not getting any special offers.

CHART NO: 14 CHART SHOWING PERCENTAGE OF RESPONDENTS GET ANY KIND OF SPECIAL OFFERS WHEN THEY PURCHASED FROM AAVIN YES .26% 51 .74% NO .

NO: OF RESPONDENTS 4 22 8 1 0 35 PERCENTAGE 11% 63% 23% 3% 0% 100 52 .TABLE NO: 15 TABLE SHOWING RESPONDENTS COMPARISON OF AAVIN WITH OTHER BRANDS OPINION FAR BETTER BETTER NO DIFFERENCE BELOW WORST TOTAL INTERPRETATION rom the above table it is inferred that 63% of the respondents said better while comparing to other companies. 11% of are said far better and 3% had said below while compare with other companies. 23% of are said no difference.

CHART NO: 15 CHART SHOWING PERCENTAGE OF RESPONDENTS COMPARISON OF AAVIN WITH OTHER BRANDS 53 .

3% of will probably not recommend and 3% definitely not recommend AAVIN to their surroundings.TABLE NO: 16 TABLE SHOWING RESPONDENTS RECOMMENDATION FOR AAVIN TO THEIR SURROUNDINGS OPINION DEFINITELY YES PROBABLY YES MIGHT OR MIGHT NOT PROBABLY NOT DEFINITELY NOT TOTAL INTERPRETATION rom the above table it is inferred that 46% of the respondents’ will probably recommend AAVIN to their surroundings. 34% of will definitely recommend. 14% of might or might not recommend. NO OF RESPONDENTS 12 16 5 1 1 35 PERCENTAGE 34% 46% 14% 3% 3% 100 54 .

CHART NO: 16 CHART SHOWING PERCENTAGE OF RESPONDENTS RECOMMENDATION FOR AAVIN TO THEIR SURROUNDINGS 55 .

TABLE NO: 17 TABLE SHOWING RESPONDENTS SATISFACTION TOWARDS THE PACKAGING OFFERED BY AAVIN OPINION HIGHLY SATISFIED SATISFIED DISSATISFIED HIGHLY DISSATISFIED TOTAL NO OF RESPONDENTS 8 24 2 1 35 PERCENTAGE 23% 68% 6% 3% 100 INTERPRETATION rom the above table it is inferred that 69% of the respondents are satisfied with the packaging offered by AAVIN. 6% of are dissatisfied and 3% of are highly dissatisfied with the packaging offered by AAVIN. 56 . 23% of are highly satisfied.

CHART NO: 17 CHART SHOWING PERCENTAGE OF RESPONDENTS SATISFACTION TOWARDS THE PACKAGING OFFERED BY AAVIN 57 .

TABLE NO: 18 TABLE SHOWING RESPONDENTS SATISFATIION TOWARDS QUALITY OF PRODUCT OFFERED BY AAVIN OPINION HIGHLY SATISFIED SATISFIED DISSATISFIED HIGHLY DISSATISFIED TOTAL INTERPRETATION NO: OF RESPONDENTS 11 21 2 1 35 PERCENTAGE 31% 60% 6% 3% 100 rom the above table it is inferred that 60% of the respondents are satisfied with the quality offered by AAVIN. 58 . 6% are dissatisfied and 3% of respondents are highly dissatisfied with the quality offered by AAVIN. 31% of are highly satisfied.

CHART NO: 18 CHART SHOWING PERCENTAGE OF RESPONDENTS SATISFACTON TOWARDS QUALITY OF PROUCT OFFERED BY AAVIN 59 .

TABLE NO: 19 TABLE SHOWING RESPONDENTS INFLUENCE FOR PURCHASE BY PRICE OPINION VERY HIGH HIGH MEDIUM LOW VERY LOW TOTAL INTERPRETATION NO: OF RESPONDENTS 4 20 7 3 1 35 PERCENTAGE 11% 57% 20% 9% 3% 100 From the above table it is inferred that 57% of the respondents are highly influenced by price for their purchase. 11% of are very highly influenced. 7% of are medium influenced low for their purchase and 1% are influenced for very low price. 60 .

CHART NO: 19 CHART SHOWING PERCENTAGE OF RESPONDENTS INFLUENCE FOR PURCHASE BY PRICE 61 .

9% are influenced low for their purchase and 3% are very low. 26% of are medium influenced. 62 . 16% of are very highly influenced.TABLE NO: 20 TABLE SHOWING RESPONDENTS INFLUENCE OF PURCHASE BY BEHAVIOUR OF SALES PERSONS OPINION VERY HIGH HIGH MEDIUM LOW VERY LOW TOTAL INTERPRETATION NO: OF RESPONDENTS 6 16 9 3 1 35 PERCENTAGE 16% 46% 26% 9% 3% 100 rom the above table it is inferred that 46% of the respondents are highly influenced by behavior of sales person for their purchase.

CHART NO: 20 CHART SHOWING PERCENTAGE OF RESPONDENTS INFLUENCE OF PURCHASE BY BEHAVIOUR OF GENERAL MANAGER 63 .

64 . 23% of are highly influenced. 14% of are medium influenced. 11% are influenced low for their purchase and 9% of are very low in purchase rate.TABLE NO: 21 TABLE SHOWING RESPONDENTS INFLUENCE OF PURCHASE RATE BY THE LOCATION OF BOOTHS OPINION VERY HIGH HIGH MEDIUM LOW VERY LOW TOTAL INTERPRETATION NO: OF RESPONDENTS 15 8 5 4 3 35 PERCENTAGE 43% 23% 14% 11% 9% 100 From the above table it is inferred that 43% of the respondents are very highly influenced by the location for their purchase.

CHART NO: 21 CHART SHOWING PERCENTAGE OF RESPONENTS INFLUENCE OF PURCHASE RATE BY THE LOCATION OF BOOTH 65 .

37% of are said polite. 6% of are said aggressive and 3% had said sales staffs are very aggressive while approaching them. 66 .TABLE NO: 22 TABLE SHOWING RESPONDENTS OPINION TOWARDS THE APPROACH OF SALES STAFF OPINION POLITE NORMAL AGGRESSIVE VERY AGGRESSIVE TOTAL NO: OF RESPONDENTS 13 19 2 1 35 PERCENTAGE 37% 54% 6% 3% 100 INTERPRETATION rom the above table it is inferred that 54% of the respondents said sales staffs are normal while approaching them.

CHART NO: 22 CHART SHOWING PERCENTAGE OF RESPONDENTS OPINION TOWARDS THE APPROACH OF SALES STAFF 67 .

34% of respondents definitely buy. 3% of respondents would not buy and 3% of respondents definitely would not buy from AAVIN. 68 .TABLE NO: 23 TABLE SHOWING RESPONDENTS HOW LIKELY THEY ARE FOR NEXT PURCHASE FROM AAVIN OPINION DEFINITELY WOULD BUY PROBABLY WOULD BUY MIGHT OR MIGHT NOT BUY PROBABLY WOULD NOT BUY DEFINITELY WOULD NOT BUY TOTAL INTERPRETATION NO: OF COMPANIES 12 19 2 1 1 35 PERCENTAGE 34% 54% 6% 3% 3% 100 From the above table it is inferred that 54% of the respondents probably would buy for next purchase. 6% of respondents might or might not buy.

CHART NO: 23 CHART SHOWING PERCENTAGE OF RESPONDENTS HOW LIKELY THEY ARE FOR NEXT PURCHASE FROM AAVIN 69 .

70 .TABLE NO: 24 TABLE SHOWING RESPONDENTS OVERALL RATING TO AAVIN OPINION EXCELLENT VERY GOOD GOOD AVERAGE POOR TOTAL INTERPRETATION NO: OF RESPONDENTS 2 10 18 4 1 35 PERCENTAGE 6% 29% 51% 11% 3% 100 From the above table it is inferred that 6% of the respondents had rated as excellent. 29% as very good. 51% as good. 11% as average and 1% of respondents rated poor to AAVIN.

CHART NO: 24 CHART SHOWING PERCENTAGE OF RESPONDENTS OVERALL RATING TO AAVIN 71 .

CHAPTER-IV 4.  More (60%) of respondents are satisfied with the quality of the product offered by AAVIN.  Majority (63%) of the respondents had said that AAVIN is good and better while comparing to other brands.  More (54%) of respondent’s problem are resolved and taken care within a day by AAVIN.  Most (57%) of respondents orders are dispatched within 2days by AAVIN.  Majority (74%) of respondents getting special offers when they have purchased from AAVIN. 72 .1 FINDINGS  Most (43%) of respondents purchase is influenced by the location of the booths.  Most (57%) of respondents purchase is influenced by the price of the product.  Majority of the (80%) of respondents getting discount offer on milk products in AAVIN.  Most (54%) of respondents get to know about AAVIN through friends.  Majority (58%) of respondents said treatment of AAVIN towards damage and replacements are good.  Majority (68%) of respondents are satisfied with the packaging offered by AAVIN.  Most (46%) of respondents purchase is influenced by the behavior of sales persons.

 Most (51%) of the respondents experienced for 2 to 5 years rated good on AAVIN products.  Majority (57%) of the respondents purchase influenced by price rated and (60%) for the quality offered by AAVIN.  Most (46%) of the respondents rated better for comparison will probably recommend AAVIN to surroundings.  Majority (52%) of respondents said representatives of AAVIN quickly identifies the problem. Most (57%) of respondents said the behavior of sales staff while approaching them is normal and (37%) had said polite. 73 .  Majority (21%) of the respondents are contacting general manager through telephone.

 Almost all the respondents felt that AAVIN should maintain the same level of service as is offered now. 74 .  Since (57%) are highly influenced by price so on the improvement on quality is necessary.  Only (6%) of respondents purchase on varieties so improve on varieties are necessary.2 SUGGESTIONS  Mostly (21%) of respondents are contacted by manager through telephone it is not sufficient enough to build strong relationship so kindly try to contact in person directly to all customers to get customer complaints details promptly.  As the respondents felt that there is no adequate sales promotion so that more advertisement regarding AAVIN products are necessary.4.

By using customer touch points effectively business especially these in the service sectors such as hotels and restaurants-can build good customer relationships and increase their base of loyal customers.3 CONCLUSION It is not adequate just to provide the right product to the right customer. marketers have to understand and cater to them accordingly. 75 .4. The finding reveals that the quality of service and level of satisfaction of customers is good. Suggestions have been made where ever required. The closer the relationship. the level of satisfaction pertaining to it may vary from time to time in the minds of customers. Even a small and unanticipated act or gesture can change the entire situation and influence the customer in a very positive way. Customers are of different types and varying needs. the more protected is from the vagaries of the market place and the competitor activity. AAVIN has largely rendered successful service to the customers. It is important for marketers to identify the important customer touch points and to make the best use of them to build relationship. it is important to meet his psychological and social needs in a proactive manner. However there is good scope for improvement. building customer relationship is not just a routine task. It is the fact that the customer is human beings first and to build good relations with him. Therefore. at the right moment. From the study made about customer relationship of AAVIN it is concluded that the service being qualitative factor. It is also very important to make it available in the right manner. which will further add its name and goodwill.

Quantity of the milk purchased per day? a) b) Less than one liters 1-2 liters 76 .1 QUESTIONNAIRE 1. How long you are experienced with Aavin products? a) 1 year b) 2-5 year c) 5-10 year d) 10-15 year e) 15 and abve 4. Institution name: ________________________ 2. Location of the Institution? a) Ooty b) Coonoor c) Kotagiri d) Gudalur 3.CHAPTER 5 APPENDIX 5.

8. Did the representative: a) Quickly identify the problem b) Appear knowledgeable and competent c) Help you understand the cause and the solution to the problem d) Handle issues with courtesy and professionalism. About how long did you have to wait before speaking to a general manager? a) I was taken care of immediately b) Within 3 minuters c) 3-5 minutes d) 5-10 minutes e) More than 10 minutes 7. About how long did Aavin take to get the problem resolved? 77 . how did you contact the General Manager? a) b) c) d) In Person Internet By Telephone Through a Dealer/ Retailer/ Broker 6.c) d) e) 2 -3 liters 3-4 liters More than 5 liters 5. In your most recent experience with Aavin.

How long Aavin take to dispatch the order placed? a) Less than a day b) 1 to 2 days c) 2 to 3 days d) 3 to 4 days e) 4 to 5 days 78 .a) Immediate Resolution b) Less than a day c) Between 2 and 3 week d) Between 3 and 5 days e) More than a week 9. Is any discount offered to you on purchase of milk products in Aavin? a) Yes b) No 10.

11. Whether any door delivery charges are collected from you? 79 . How was the replacement of damaged products of aavin a) Excellent b) Very good c) Good d) Average e) Poor 12. From where you get to know about aavin? a) Newspaper b) Television c) Radio d) Friends e) Notice 14. Why did you purchase aavin products ? a) Quality b) Low cost c) Service d) Convenience e) Varieties 13.

Did you get any kind of special offer when you have purchased from Aavin? a) Yes b) No 80 .a) Yes b) No 15.

Are you satisfied with the Quality of the products offered by Aavin? a) Highly satisfied b) Satisfied c) Dissatisfied d) Highly dissatisfied 81 . How would you compare Aavin to other brand? a) Far better b) Better c) No difference d) Below e) Worst 17. Would you recommend Aavin to your surroundings? a) yes b) no 18. Are you satisfied with the packaging offered by Aavin? a) Highly satisfied b) Satisfied c) Dissatisfied d) Highly dissatisfied 19.16.

20. How was the behavior of sales staff when they approached you? 82 . How far has price influenced your purchase? a) Very high b) High c) Medium d) Low e) Very low 21. How far has the location of Booth influenced your purchase rate? a) Very high b) High c) Medium d) Low e) Very low 23. How far has behavior of Sales person influenced your purchase? a) Very high b) High c) Medium d) Low e) Very low 22.

For your next product purchase how likely you will purchase from Aavin? a) Definitely would buy b) Probably would buy c) Might or might not buy d) Probably would not buy e) Definitely would not buy 83 .a) Polite b) Normal c) Aggressive d) Very aggressive 24.

Kindly give your suggestion to improve the sales of the products.25. Overall how would you rate Aavin? a) Excellent b) Very good c) Good d) Average e) Poor 26. ………………………………………………………………………………………… ………………………………… ………………………………………………………………………………………… ………………………………… 84 .

Kevin Lane Keller “Marketing Management” Persons.co 85 .  Magazine Marketing Mastermind.Chavan and Sarang S. Bhola.google. Prentice hall.  Websites www. Vishwa Prakashan 2000. New Delhi. 12th edition. “Research Methodology”. “CRM is not a task” by Rajashri R.5.R.2 BIBLIOGRAPHY  Books Philip Kotler. Kothari C. July 2009.

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