Sharath Joseph, Prof. A.

Seema (2016): "A Study on Improving the Market Share of

MILMA Milk - With Special Reference to Customer Satisfaction and Dealer Satisfaction,
Kerala".
The main objectives of their study were to study the performance of MILMA regarding its
market share, satisfaction level of customers and dealers, customer loyalty, awareness of
customers about the homogenization techniques and determine the factors affecting the
market share of MILMA. In this study, data was collected from both primary and secondary
sources. The questionnaire method is used to collect data from customers as well as dealers.
The data were analyzed using the Chi-square test and ANOVA.
They concluded that the leakage issues and the low commission provided are the two major
issues the retail owners faced. These are the reasons other players are entering to the market
in the first place. Also, customers are not being aware of the homogenization process, and
believing MILMA milk contains less fat than what is claimed is another reason the market
has been divided. Another reason is that customers like tea shops and restaurants prefer high-
fat milk which MILMA does not offer. They find out that these are all the potential fail points
of MILMA as a milk company. The study suggests that MILMA should focus on the
marketing programs to improve awareness of people about the homogenization process and
should improve the packaging of products.
Reference:
International Journal of Business and Management Invention| ISSN (Online): 2319 – 8028,
ISSN (Print): 2319 – 801X| www.ijbmi.org || Volume 5, Issue 10 || October. 2016 || PP—75-
107