“A STUDY ON CUSTOMER’S SATISFACTION WITH SERVICE

INDUSTRY AT THANJAVUR DISTRICT COOPERATIVE MILK
PRODUCER’S UNION LTD TDCMPU [AAVIN]”
SUMMER PROJECT REPORT
A project report submitted in the partial fulfillment of the
Requirement for MASTER OF BUSINESS ADMINISTRATION

UNIVERSITY OF MADRAS
Submitted By
NIVEDHAN.B
Reg.No: 711300146
Under the guidance of
Dr. B.CHARITH, M.B.A., PhD.

GURU NANAK COLLEGE VELACHERY - CHENNAI- 42
2013-2015
1

BONAFIDE CERIFICATE

This is certify that project report entitled “A STUDY ON CUSTOMER’S SATISFACTION WITH
SERVICE INDUSTRY AT THANJAVUR DISTRICT COOPERATIVE MILK PRODUCER’S
UNION LTD TDCMPU [AAVIN]” is a bonafide record of work carried out by NIVEDHAN.B
(RegNo:711300146)

during

the

summer

vacation

from

MAY

2014

TO

JUNE 2014, Under my guidance, in partial fulfillment of the requirement for the award of the degree of
MASTER OF BUSINESS ADMINISTRATION, BY UNVERSITY OF MADRAS.

Dr. (Mrs.) L.PARIMALAM

Dr. B.CHARITH

DIRECTOR OF MBA/MCA

PROJECT GUIDE

2

DECLARATION

I NIVEDHAN.B hereby declare that this summer project report entitled “A STUDY ON
CUSTOMER’S SATISFACTION WITH SERVICE INDUSTRY AT THANJAVUR DISTRICT
COOPERATIVE MILK PRODUCER’S UNION LTD TDCMPU [AAVIN]” submitted in partial
fulfillment on the requirement for the degree of MASTER OF BUSSINESS ADMINISTRATION
,UNVERSITY OF MADRAS is an original work and it has not formed the basis for the award of any
other degree.

Place: CHENNAI

NIVEDHAN .B
(Student)

3

ACKNOWLEDGEMENT

Of the many people who has been enormously helpful in the preparation of this project.
I wish to express my sincere sense of gratitude to DR.M.SELVARAJ, principle, Guru Nanak institute of
management, Velachery, Chennai, for their necessary support during this project
I would like to thank our head of the department, Mrs. L.PARIMALAM and to my project guide
Dr. B.CHARITH for the encouragement provided for the completion of this project work successfully.
I take this opportunity to express my deep sense of gratitude and hearty thanks to
Mr.P.VENKATRAMAN, for his excellent co-operation and providing infrastructure for successful
completion of this project. I also express my heartfelt thanks to all the people and well-wishers who
helped me in completing this project.

Place: CHENNAI

NIVEDHAN.B
(Student)

4

TABLE OF THE CONTENTS

S.NO.

NAME OF THE CHAPTER

PAGE NO.

1.

INTRODUCTION

8-10

2.

COMPANY PROFILE

11-15

3.

MISSION & VISION

16-18

4.

OBJECTIVE OF THE STUDY

19-20

5.

DATA COLLECTION

21-22

6.

NEED FOR THE STUDY

23-24

7.

SCOPE OF THE STUDY

25-26

8.

LIMITATION

27-28

9.

RESEARCH METHODOLOGY

29-30

10.

DATA ANALYSIS AND INFERANCE

31-40

11.

FINDINGS

41-43

12.

SUGGESTIONS

44-45

13.

CONCLUSION

46-48

14.

BIBLOGRAPHY

49-50

15.

ANNEXURE QUESTIONNARE

51-57

INTRODUCTION
5

INTRODUCTION

Definition of customer satisfaction:
“The degree of satisfaction provided by the goods or services of
a company as measured by the number of repeat customers”

Customer satisfaction is essential for business success in today's marketplace.
Customer satisfaction is an ambiguous and abstract concept and the actual
manifestation of the state of satisfaction will vary from person to person and
6

product/service to product/service. The state of satisfaction depends on a
number of both psychological and physical variables which correlate with
satisfaction behaviors such as return and recommend rate. The level of
satisfaction can also vary depending on other options the customer may have
and other products against which the customer can compare the organization's
products.
Customer satisfaction measures how well the expectations of a customer
concerning a product or service provided by your company have been met.
Customer satisfaction is an abstract concept and involves such factors as the
quality of the product, the quality of service provided, the atmosphere of the
location where the product or service is purchased, and the price of the product
or service. Businesses often use customer satisfaction surveys to gauge
customer satisfaction. Typical areas addressed in the surveys include:

Quality of product
 Value of product relative to price - a function of quality and price
 Time issues, such as product availability, availability of sales assistance,
time waiting at checkout, and delivery time
 Atmosphere of store, such as cleanliness, organization, and enjoyable
shopping environment
 Service personnel issues, such as politeness, attentiveness and
helpfulness
 Convenience, such as location, parking, and hours of operation

7

The meaning of customer satisfaction has been commonly disputed as
companies progressively attempt to review it. Customer satisfaction can be
experienced in a wide range of circumstances and linked with both products or
solutions. It is a highly individual evaluation that is significantly affected by
customer expectations.
The customer’s satisfaction with service industry as far as concerned n India it
is fully based on their own level of taste and preferences of the customers
towards the quality and quantity of the products. It can also be obtained that is
fully and partially involved with service facilities provided by the sector to the
customers.

8

Company profile

 NO. & NAME OF THE ORGANIZATION:
T.870

THANJAVUR

DISTRICT

PRODUCER’S UNION LTD TDCMPU [AAVIN].

 ADDRESS:
9

C0-0PERATIVE

MILK

Nanjikottai Road, RMS colony post
Thanjavur-613006

 DATE OF ORGANISATION : 02/Sep/1939

 DATE OF INCORPORATION: 02/Nov/1939

 AREA OF OPERATION

: Thanjavur, Thiruvarur and Nagapatinam

Revenue Districts.

 AUTHORISED SHARE CAPITAL : 50 Lakhs

 PAIDUP SHARE CAPITAL

: 5.5 Lakhs

 POSITIONAL STATUS :

The TDCMPU ltd was converted into a central dairy co-operative to act
between Tamilnadu co-operative Milk Producer’s Federation in the Apex level
and the Village Diary co-operative at the Primary level. The conversion took
10

effect on 01/Apr/1982.

Members
The registered village milk producer’s cooperative diaries will be admitted as
members of TDCMPU. At present there are 254 members for the TDCMPU.

MANAGEMENT
An elected board consisting of representatives of village diary cooperatives will
administer the organization by framing polices in conformity with at unrules,
In the absence of GM in the organization an IAS officer presumably the district
collector will be nominated as a special officer to look after the activities of the
board of directors.
CHIEF EXECUTIVE:
The Chief Executive of TDCMPU is the General Manager who has
undertaken to perform the routines with the assistance of Human Resources
appointed in sufficient number.
11

DEPARTMENTS:
There are many departments headed by the department officers with
sufficient number of employees towards accomplishment of routine activities.The
departments are;
 MILK PROCUREMENT-Organising village diary cooperatives and milk



collection process.
DIARYING DPARTMENT-Processing and Packaging process.
MARKETING DEPARTMENT-Promotion and Sales activities.
ENGINEERING DEPARTMENT-Machinieries and Maintenance.
ACCOUNTS DEPARTMENT-Records all business transactions in money

value.
 ADMINISTRATION/HUMANRESOURCEDEPARTMENT-Labor
Administration, Better utilization of Manpower and Development of Human
resources.
FUTURE PLAN:
The future plan of the organization

is to improve the Milk

Procurement as 75000 litres per day as now they are producing 45000 litres per
day.

12

13

MISSION AND VISION

Mission

 Organization of village diary co-operatives.
 Milk Procurement from the milk producers through village diary cooperatives.
 Processing the milk for preservation.
 Manufacturing Milk by products such as Ghee, Butter, Millipede and Skim
14

milk powder (SMP) etc.
 Standardization and packing of milk.
 Accounting the business transactions properly as to get them audited by the
DEPT of Diary Co-operative Audit.
 Governing Human Resources and providing renumeration and other perks
and amenities necessary.

Vision
 To provide assured market for the milk produced by the milk producers
who are the members of the village diary co-operatives.

15

 To provide input facilities to the milk producers through the village diary cooperative for quality milk production and augmentation towards the
economic up liftment of the rural milk producers.
 To supply quality milk and milk by products to the consumers at a
reasonable price continuously.

16

OBJECTIVE OF THE
STUDY

 Primary objectives:
 To know the Taste and Preferences of the customer with TDCMPU
[AAVIN].
 To determine the services to the customer with TDCMPU [AAVIN].
 To evaluate the organization as a service sector.
17

 To identify that the customers are happy with the performance of TDCMPU
[AAVIN].

Secondary objectives:
 To Exhibit the Merits and Demerits of the Organization.
 To know the Reason of buying product of this organization.
 To examine the satisfactory level of the Consumers about the Service
Industry.
 To attain the different ways for fulfilling the satisfaction of the customer.

18

DATA COLLECTION

19

PRIMARY DATA:

The Primary data is the data which is collected at the initial level under
own observation of enquiries made with the organization and in retail
outlets.

The Survey questionnaire is prepared on the basis of customers
available in residential areas at primary level.

SECONDARY DATA:

The Secondary data is the data which is already collected and not collected
at first time.

 It is collected with the sources such as Company records, previous surveys,
and with general opinion.

20

NEED OF THE STUDY

21

NEED OF THE STUDY

Allows you to improve your business and find areas that can be
improved.

Allows you to discover what product/service they consider most
important.

Allows you to give them what they want, thereby creating happy
customers. Happy customers return and return customers help your
business do better

Allows you to learn more about your competition and what your
customers think of them

Shows your customers you care about what they think.

22

Scope of the study

23

SCOPE OF THE STUDY

This study will help us to understand customers, preference and their needs
expected from the business owners. This study will not only help me as a student
but it also assists to know the satisfaction level of the organization.
Through a simple approach of capturing customer input everyday we identify areas
of opportunity and areas of excellence and deliver targeted information to all levels
including front line managers. The Guest Index customer feedback program from
Performance Scope clearly identifies these attributes and presents them in simple,
real-time reports. The Guest Index utilizes regular, affordable and automated IVR /
Web surveying to provide:
• A clear picture of the issues that customers care about
• Timely feedback for product and concept testing
• A platform to compare and analyze location trends
• Large, accurate and reliable sample sizes for advanced research
• Quantify the strategy-to-performance gap
Taste and preferences of the customer can be conveniently found.

24

LIMITATIONS OF THE
STUDY

25

LIMITATIONS OF THE STUDY

1) Sample constraint.

2) Time constraint.

3) Respondents were very much reluctant in answer the question.

26

Research Methodology

27

Research Methodology

Definition of Research
“Research is an organized and systematic way of finding answers to questions”.

Field Study
The researcher has conducted the study among the Customers of

TDCMPU

[AAVIN]. . Since the customers are found difficulties with English the survey
has been taken also in their local language.The Respondents eagerly answered the
questionnaire with their exhibition of own valuable feedback.

 POPULATION:
 The population for this research is the set of customers
dealing with TDCMPU{AAVIN} in Thanjavur District.
 SAMPLE UNIT:
 The sample unit used by the researcher in this research
is only customers using products of the AAVIN
Thanjavur.
 SAMPLE SIZE:
28

 The number of samples collected for this
 Research is 100 customers.

DATA ANALYSIS AND
INFERANCE

29

Q1. What is the reason for buying the product of this organization?

S.NO

FINDINGS

NUMBER

%

a)

RATE

30

30%

b)

QUALITY

35

35%

d)

QUALITY&RATE

35

35%

e)

NONE

0

0%

TOTAL

100

100%

percentage
36
35
34
33
32
31
30
29
28
27
RATE

QUALITY

QUALITY&RATE

Inference:

30

NONE

From the above table it is observed as 30% of the customers are prefering
for the RATE, 35% of the customers were for QUALITY,35% of the customers
buys the product for both QUALITY&RATE and 0% of the respondents said none.

Q2. How much it satisfies the Customer as a service industry?

S.NO

FINDINGS

NUMBER

%

a)

FAIR

20

20%

b)

GOOD

60

60%

c)

EXCELLENT

20

20%

d)

NONE

0

0%

TOTAL

100

100%

percentage
70
60
50
40
30
20
10
0
FAIR

GOOD

EXCELLENT

Inference:
31

NONE

From the above table 20% of the customers have said FAIR

,60% of the

customers have said GOOD ,20% of the customers stated as EXCELLENT and
0% of the customers stated NONE.

Q3. How about the price of the milk and products when comparing to other
organizations?

S.NO

FINDINGS

NUMBER

%

a)

LESS

36

36%

b)

MORE

26

26%

c)

REASONABLE

23

23%

d)

NONE

15

15%

TOTAL

100

100%

percentage
100%
50%
0%
LESS

MORE

REASONABLE

32

NONE

Inference:
From the above table 36% of the customers said LESS and 26% of customers said
MORE and 23% of the customers said REASONABLE meeting targets and 15%
of the customers said NONE

Q4. What about the transport facilities provided by the organization in
supply of Milk & Milk Products?

S.NO

FINDINGS

NUMBER

%

a)

GOOD

50

50%

b)

VERYGOOD

30

30%

c)

MAY BE IMPROVED

15

15%

d)

BAD

5

5%

TOTAL

100

100%

33

percentage
60
50
40
30
20
10
0
GOOD

VERYGOOD

MAY BE IMPROVED

BAD

Inference:
From the above table 50% of the customers have said GOOD and 30% of the
customers have said VERYGOOD and 15% of customers suggested that it may be
improved and5% of the customers stated it as BAD.

Q5.) Are you satisfied with the service provided by the organization to the
consumers?

S.NO

FINDINGS

NUMBER

%

1

YES

100

100%

2

NO

0

0%

TOTAL

100

100%

34

percentage
100
80
60
40
20
0
YES
NO

Inference:
From the above table all the 100% of the customers answered YES and 0% that is
no one of all the customers have answered NO.

Q6). Whom do you think as the best competitor to this concern?

S.NO

FINDINGS

NUMBER

%

a)

AROKYA

90

90%

b)

CAVIN’S

0

0%

c)

HERITAGE

5

5%

d)

NONE

5

5%

35

TOTAL

100

100%

90%
NONE

HERITAGE

CAVIN's
0%

1%

2%

3%

4%

5%

6%

Inference:
From the above table it can be noted that the customers revealed AROKYA with
90%, the CAVIN’S with 5%, the Heritage with 0% and remaining 5% of the
respondents mentioned NONE for the TDCMPU [AAVIN].

Q7) Your opinion about the Merits and Demerits of the organization in few
lines?

Inference:
MERITS AND DEMERITS OF ORGANIZATION:
36

70% of the respondents said that Quality& Price are the Merits of the
organization.
20% of the respondents have described that it is preferred since it was a
Government undertaken sector.
10% of the customers noted that the delay in supply of milk, lack of
promotional activities is the demerits of organization.

Q8) In some other competitive Diary organization they are providing and
promoting the product with more durability and thickness what do you think
about that?

Inference:
 70% of the customers told that more durability& thickness may cause
harmful side effects to health.
37

 20% of the customers said that it is a new inventory idea and it is almost
welcomed.
 10% of the respondents stated “No Idea”.

Q9.) Evaluate the organization?

S.NO

FINDINGS

NUMBER

%

a)

GOOD

70

70%

b)

EXCELLENT

20

20%

c)

FAIR

10

10%

38

d)

SATISFACTORY

0

0%

TOTAL

100

100%

percentage
80
70
60
50
40
30
20
10
0
GOOD

EXCELLENT

FAIR

SATISFACTORY

Inference:
From the above table 70% have voted good and 20% have voted
excellent and 10% have rated fair and 0% have opted satisfactory.

39

FINDINGS

FINDINGS
 It can be found that 80% of the respondents for the survey are FEMALES.
 Most of the customers faced during the project-survey were house wife.
 As each Coin has both sides, this organization also has both merits and
demerits of opinions with its respective customers.
40

 It has been found that the customer taste and preferences are concentrated
because of the Quality &Rate of the product.
 It can be retrieved that the organization satisfies the customer at a higher
level as a service sector.
 It can be assumed that most of the respondents have the opinion that the
AROKYA is the best competitor to this organization.
 The quality of the product, the Government Undertaken sector are
Considered by the Customers as the vital merits of the organization.
 The 70% of the respondents said that the price of the product at
reasonable level is one of the major components for preferring this
organization.
 The 30% of the respondents felt that the Monthly Renewal System of milk
supply can be altered with both its validity and method.
 The Customers have the feedback that Delay in Supply of Milk as one of
the Demerits of the organization.
 Most of the respondents said that Lack of Advertisement about the
availability of various products in the organization is one of the Demerits.
 The overall Evaluation of the organization with the customers was good.
 It can be clearly observed that the customers are expecting some more
services to be accomplished by the organization.

41

SUGGESTIONS &
RECOMMENDATIONS
42

SUGGESTIONS & RECOMMENDATIONS
 The Supply of Milk service can be done faster at punctuality with
sufficient planning of Time management and transport facilities.
 Promotional activities of the available products can be made
through advertisement through print and mass media.
 There should be implementation of online site for each and every
organization in each district for the process of monthly rent
renewal and also to make know about the products and
services.
 The validity date of Monthly card renewal for the supply of milk service
may be extended to some extent since the low and middle level of
customers are also preferring this organization.
43

 The retail outlets and parlors may be increased in the areas which it is not
available for the convenience of the customers.
 The organization should proceed asking feedback with their customers at
least once in a year to know about their positional level.

CONCLUSION

44

CONCLUSION
The present study was conducted with the customers of THANJAVUR
DISTRICT COOPERATIVE MILK PRODUCER’S UNION LTD TDCMPU
[AAVIN] .The aim was to find the Customer’s satisfaction and their needs with the
organization. This was done using a detailed questionnaire. The study revealed that
only a small percentage is not satisfied with the organization because of some
demerits and the majority of the customers are highly satisfied with organization
because of its Quality, Price and Sustainability as a Government Sector
inbounded with its Good and unique Merits. After this project study it can be
understood that the customers are highly satisfied with TDCMPU services and they
are expecting some more services such as Retail outlets, accurate supply and
also advertisements.
During, the organizational study it is noticed that the organization is running with
the status of loss for the past 2 years when consulted with the organization
45

officials. The officials said that the farmers’ coming to sell their milk in this
organization is comparatively less when compared to other private diary
organizations is the cause of this condition. This happens due to the lack of
awareness of this organization with the customers and also the farmers.

As per Our MahatmaGhandhiji's quote “Customer is not dependent on an
organization, the organization is dependent on a customer’’
The customers are the pillars for an effective organization.

Finally, with my observation from this research as like as less price canteens,
drinking Water bottles, less price pharmacies in Tamilnadu the Government
may also bring attention towards Diary department and concentrate well on
Promotional and other service improvement activities for the welfare of
customers.

46

BIBLIOGRAPHY

47

Bibliography



Scribd.com http://www.scribd.com/doc/19074696/Customer-Satisfaction
http://en.wikipedia.org/wiki/Customer_satisfaction
http://www.aavinmilk.com/organisation1.html
http://www.evancarmichael.com/Sales/452/The-Secrets-to-Creating-

Customer-Satisfaction.html
 http://www.uk.sagepub.com/books/Book240431

BOOKS:

 “RESEARCH METHODOLOGY”
By C.R. KOTHARI
Published by NEW AGE INTERNATIONAL PUBLICATION.
 STATISTICAL METHOD
By SHANTHI SOFIA
Published by NEW AGE INTERNATIONAL PUBLICATION.
 “PRESONNEL MANAGEMENT”
By C.B. MAMORIA & GANKAR
Published by MALYA PUBLISHING HOUSE.

48

49

ANNEXURE

ANNEXURE PART I
Questionnaire
PROJECT SURVEY – 2014

A SURVEY ON CUSTOMER TASTE AND PREFERENCESS
SATISFACTION WITH THE SERVICE INDUSTRY
50

NAME

:

DATE OF BIRTH

:

GENDER

:

ADDRESS
MOBILE NO

[]M

[]F

:
:

Dear Sir / Madam

I am, B. NIVEDHAN the student of GURU NANAK COLLEGE
DEPARTMENT OF MANAGEMENT STUDIES CHENNAI-42 and presently
doing a project survey on customer taste and preferences satisfaction with the
service Industry in THANJAVUR DISTRICT CO-OP MILK PRODUCER’S
UNION LTD [AAVIN]. I kindly request you to fill-up the project questionnaire
found here below. I assure you that the details given shall be kept confidential.

51

ANNEXURE PART II

52

CUSTOMER SATISFACTION WITH
THE SERVICE INDUSTRY

53

ANNEXURE PART III

Project Questionnaire

1. What is the reason for buying the product of this organization?

a) Rate

b) Quality

c) Quality & Rate d) None

2. How much it satisfies the Customer as a service industry?

a) Fair

b) Good c) Excellent d) None

3. How about the price of the milk and products when comparing to other
organizations.

a) Less

b) More c) Reasonable d) None

4. What about the transport facilities provided by the organization in
supply of Milk & Milk Products?
54

a) Good

b) Very Good c) May be improved d) Bad

5. Are you satisfied with the service provided by the organization to the
consumers?
a) Yes

b) No

6. Whom do you think as the best competitor to this concern?

a) Arokya

b) Calvin’s

c) Heritage

d) None

7. Your opinion about the Merits and Demerits of the organization in few
lines?

8. In some other competitive Diary organization they are providing and
promoting the product with more durability and thickness what do you
think about that?
55

9. Evaluate the organization?

a) Good

b) Excellent

c) Fair

d) satisfactory

CUSTOMER’S SIGNATURE:

56