Summer Internship Project

On
A Study on the Customer Satisfaction and Consumer Taste towards the
Products of Baroda Dairy
At
Baroda District Co-Operative Milk Producers’ Union Limited
(Baroda Dairy)

Prepared By
Dimpal Luhana
91700323037

Guided By
Dr. Meeta Mandaviya
Assistant Professor

A Report Submitted to
Marwadi University in Partial Fulfilment of the Requirements for the MBA
in Faculty of Business Management
July 2018

MARWADI UNIVERSITY

Rajkot-Morbi Road, At & Po. Gauridad,

Rajkot-360003, Gujarat, India.

 STUDENT DECLARATION

I, DIMPAL LUHANA, (Enrollment No.: 91700323037) hereby, declare that the

Summer Internship Project Work entitled “Baroda District Co-Operative Milk
Producers’ Union Limited (Baroda Dairy)” , submitted in partial fulfillment of
the requirements for the award of the degree of Master of Business Administartion
(MBA) of Marwadi University, Rajkot, India is my ideas in my own words and where
others' ideas or words have been included, I have adequately cited and referenced the
original sources. I also declare that I have adhered to all principles of academic honesty
and integrity and have not misrepresented or fabricated or falsified any
idea/data/fact/source in my submission.

This authentic work has been carried out by me under the supervision of Dr. MEETA
MANDAVIYA, I also declare that the content of this project report does not form a basis
for the award of any previous degree to anyone else.

I understand that any violation of the above will be cause for disciplinary action by the
university and can also evoke penal action from the sources which have thus not been
properly cited or from whom proper permission has not been taken when needed.

Date: 18/08/2018

Place: Rajkot Signature of the Student

[Dimpal Luhana]

[91700323037]

MARWADI UNIVERSITY, RAJKOT i

 COMPANY CERTIFICATE

MARWADI UNIVERSITY, RAJKOT ii

 UNIVERSITY CERTIFICATE

MARWADI UNIVERSITY, RAJKOT iii

 PREFACE

As a part of MBA curriculum, we are required to make a report on Summer Internship

Project. The subject matter of the project is A Study on the Customer Satisfaction and
Consumer Taste towards the Products of Baroda Dairy.

The objective of the internship project was to familiarize the subject with the
implementation of the knowledge earned in the university campus. The practical
knowledge I earned during my internship is far different from the bookish knowledge.

Due to limitation of the time, I was not able to include all the sufficient details, but to my
ability, I have managed to compile this project. This project focuses on the Customer
Satisfaction for the Baroda Dairy‟s Products and the Consumer Taste to help the Dairy to
get the brief idea in launching its own Food Court in the Baroda Dairy Parlour.

The presented report might have problems and some minor mistakes. These drawbacks
have occurred merely due to some limitations of time. Though I have tried my best to
keep the report error free, I apologize if any error is found which was not deliberately
made.

MARWADI UNIVERSITY, RAJKOT iv

 ACKNOWLEDGEMENT

There are few words of gratitude for the individual without whom this study would not
have been possible.

I take this opportunity to express my sincere gratitude towards Dean of the Department
Dr. Sunil K. Jakhoria and Head of the Department and Assistant professor Dr. Meeta
Mandavia, MBA Department, for the guidance and encouragement in carrying out this
project work.

Marwadi University for giving me an opportunity to gain practical knowledge about

corporate world and its working through this project.

I wish to express sincere gratitude to Mr. Anuj Naag, Marketing Manager, Baroda Dairy
for providing me an opportunity to do my internship and project work in Baroda Dairy,
who gave me the deep knowledge in Marketing and the guidance in the working of the
Dairy across the nation and which help me to carry out this project at my best.

MARWADI UNIVERSITY, RAJKOT v

 ABSTRACT

The report provides detailed information of “A Study on the Customer Satisfaction and
Preference towards the Products of Baroda Dairy” that I learned as a part of my summer
internship.

Part A gives the better idea of what a Dairy Industry is with its daily production, country
data and state wise consumption of milk.

Part B contains about my research topic that I chose. Part C is the Data Analysis &
Interpretation of the research I did in the Parlour of Baroda Dairy in the Baroda City.

In the later chapters I concluded with the Results & Findings, Conclusion, Suggestions,
Limitations of my Study, Contribution of Study and the references that I have used to
create the report.

MARWADI UNIVERSITY, RAJKOT vi

 TABLE OF CONTENT

SR. PARTICULARS PAGE

NO. NO
1 PART A 1
GENERAL INFORMATION 1
 BACKGROUND OF THE INDUSTRY/SECTOR 2
Growth and Evolution of the Industry 2
Key Indicators and Future Trend of the Industry 4
a. World Market Analytical Data 4
b. Country Market Analytical Data 4
c. State Market Analytical Data 5
d. PESTEL Analysis 6

2 PART B 7
PROBLEM IDENTIFICATION 7
 Introduction of the Study 8
 Rational of the Study 13
 Research Problem/Research Questions 13

 Literature Review 14

 Research Objective 17

RESEARCH METHODOLOGY 18
 Census/Population 18
 Sample 18
 Sampling Method 19

 Data Collection Method 19

 Data Collection Instruments 19

 Data Analysis Method 19

3 PART C 20
DATA ANALYSIS & INTERPRETATION 21
a. Data Analysis & Interpretation(Tables & Charts) 21

MARWADI UNIVERSITY, RAJKOT vii

4 Results & Findings 37
5 Conclusions 38
6 Suggestions 40
7 Limitation of the Study 42
8 Contribution of the Study 44
9 Bibliography & References 46
10 Annexure 49

MARWADI UNIVERSITY, RAJKOT viii

 Chapter: 1
General Information

Marwadi University, Rajkot 1

1.1 Background of the Industry

1.1.1 Growth & Evolution of the Industry:

„Operation Flood‟ revolutionized dairy farming in India. Launched in 1970, it popularized

the practice of cooperative dairy farming and forming marketing unions for distribution.
This transformed dairy farming from a petty feudal business to a participatory movement
of the farmers. Within a span of three decades India became the largest producer, even
surpassing USA in the year 2000 to become the largest milk producer in the world. With
a production of 146.3 million tonnes of milk in 2014-15, India‟s share increased to over
18.5 percent of the total world milk production.

Around 70 percent of small farmers in India are dependent on rearing of livestock and
dairying to supplement their farm income. Dairying also acts as a hedge against drought
and other exigencies. According to a study, households engaged in dairying activity have
better socio-economic outcomes.

Due to economic growth and rising disposable income, food consumption patterns are
changing in India. The food composition in India is shifting from cereals to a more non-
cereal, protein rich diet. Milk is one of the items in the consumption basket which is fast
gaining popularity in India. From 1987 to 2004, one may observe a steady rise in per
capita milk consumption, as well as an increase in number of people consuming milk.

However, data from the recent 68th round of National Sample Survey show that between
2004 and 2011, per capita household expenditure on milk products declined in both rural
and urban India. Liquid milk consumption also grew at around 1 percent per capita in
rural India and at less than 1 per cent per capita in urban India. After 2008, there has been
a steep rise in wholesale prices of food articles (Figure 1). Milk is no exception to this
general food inflation. Households may have responded by shelling lesser amount from
their pockets for buying milk. But, a point to note here is that these expenditures may not
reflect the complete picture on consumption of milk. Household surveys do not account

Marwadi University, Rajkot 2

for home-away milk consumption (such as milk in tea, coffee, ice cream etc. consumed
outside the home). Hence, these figures may at best, perhaps remain an underestimate.

Milk is usually locally produced and consumed in India. Uttar Pradesh is the largest
producer of milk in India (Figure 2). Punjab and Haryana are the highest milk consuming
states. Though food preferences may differ across states, supply and availability of milk
may also affect per capita consumption. Owing to the large population base in Uttar
Pradesh, per capita availability of milk shrinks than the all India average.

Marwadi University, Rajkot 3

1.1.2 Key Indicators and Future Trends of AMUL:

a. World Market Analytical Data

Amul, India‟s leading butter brand owned by the Gujarat Cooperative Milk
Marketing Federation (GCMMF), now ranks sixth in the global butter market,
with a share of 2.1 per cent.
Data sourced from market research firm Euromonitor shows that Amul not only
has a 2.1 per cent share of the over $17-billion global butter market, it is also
breathing down the neck of Irish dairy major Ornua Co-Op that enjoys a 2.2 per
cent market share. Leading New Zealand-based dairy Fonterra Co-Op Group has a
3.3 per cent share. The market shares are in terms of retail sales value. Amul has
consistently improved its share in the global butter market from 1.5 per cent in
2014 and 1.9 per cent in 2015 to 2.1 per cent in 2016. The global butter market,
too, has grown from a size of $16.04 billion in 2014 and $16.52 billion in 2015 to
the current size of over $17 billion.
R S Sodhi, managing director of GCMMF, told Business Standard that Amul is
the only international butter brand that makes butter from 70 per cent buffalo
milk. "There are some small players in the sub-continent that make buffalo milk-
based butter, but they are not global players. Buffalo milk alters the taste of butter
significantly, and that becomes our unique selling point."

b. Country Market Analytical Data

Gujarat Co-operative Milk Marketing Federation Ltd, which markets the Amul
brand of milk and dairy products, reported an 8% increase in turnover at Rs
29,220 crore for the financial year ended March 31, 2018.
Its branded consumer products registered growth of 14% over the previous year,
with products such as cheese, butter, milk beverages, paneer, cream, buttermilk
and dahi having expanded 20-40%.
The group turnover of Amul brand has crossed Rs 41,000 crores which is 10%
higher than last year.

Marwadi University, Rajkot 4

 The Amul federation has been achieving a compound annual growth rate of more
than 18% for the past eight years because of higher milk procurement, continuous
expansion in markets, launching of new products and adding milk processing
capacities.
Expected sales turnover to be 50,000 crore by 2020-21.
The 18 member unions of Amul federation, with a network of more than 36 lakhs
across 18,700 villages of Gujarat, procured on an average 211 lakhs litres of milk
per day in fiscal 2017-18, which was 20% higher than the year before.

c. State Market Analytical Data

The state currently represents the fifth largest dairy market in India. The milk
production in Gujarat mainly consists of cow and buffalo milk. The report‟s
analysis concludes that cow milk dominates the total milk production, accounting
for around 55% of the total share.
.

For each of the product segments, the report provides a thorough analysis of the current
and historical value and volume trends, market share of key players and market forecast.
Currently, liquid milk represents the biggest product segment in Gujarat, accounting for
around 56% of the total market share. Some of the fastest growing segments include
frozen/flavoured yogurt, cheese, probiotic milk drinks, UHT milk and flavoured milk.
The competitive landscape of Gujarat‟s dairy market has also been examined in this
report. Some of the major players include Amul (Gujarat State Cooperative Milk
Producers‟ Federation), Maahi Milk Producer Company Ltd and Vimal Dairy Ltd.

Marwadi University, Rajkot 5

1.1.3 PESTEL Analysis:

Definition Description
 Political interference in cooperatives
Political
 Cooperative elections and parties
 High growth rate
 FDI of 51% in multi-brand retail
Economic  Credit/Finance facilities
 Rural market
 Procurement of quality raw material
 Favourable demographic dividend
 Dairy products as a culture
Social  Vegetarian culture
 Convenience and health consciousness
 Increasing education levels
 Packaging Technology
 Efficient Distribution and Transportation channel
Technological
 Information Communication Technology
 Cold chain and low temperature technologies
 Dairy waste management
Environmental
 Waste to commercial products
 Prevention of Food Adulteration Act
 Child Labour
Legal
 Cooperative Societies Act
 The Milk and Milk Products Order

Marwadi University, Rajkot 6

 CHAPTER-2

PROBLEM
IDENTIFICATION &
RESEARCH
METHODOLOGY

Marwadi University, Rajkot 7

2.1 Problem Identification

2.1.1 Introduction of Study

India is primarily an agricultural country. Even then the farmers and milk producers had
to face a lot of difficulties in their professions. Especially in the Dairy Industry, the
middlemen were exploiting the milk producers. They would buy milk of good quality at
very low prices from them and thus reaping profits at the milk producer‟s cost.

The dairy industry has always been considered to be a side business of agriculture. Due to
difficulties in transport and lack of business skill it could not develop to its full potential.
After India‟s independence efforts for social and economic enlistment of farmers began
and with the help of scientific advancements the profession of animal husbandry too
began to develop.

Thus along with the Green Revolution started the white Revolution the farmers of
Vadodara District were involved in the activity of milk production as a supplementary
profession of agriculture. Animal husbandry and agriculture were practiced side-by-side
for many years. The farmers used to sell the excess milk in nearby villages, towns and

Marwadi University, Rajkot 8

cities. In the neighboring district of Kheda a Dairy Business Co-operative called Amul
Dairy was established with the help of the village Co-operatives as an initiative against
the exploitation of farmers by the middlemen. With the help of Amul Dairy the farmers
could sell their excess milk at a profit and were a part of the Co-operative.

The farmers of Vadodara District were fascinated with the economic gains of their
neighbour district kheda and desired to have such Co-operative dairy for themselves.
Thereby, with a great surge of enthusiasm, co-operation and unity the SANGH was
established. Its first quarter was at the „Tarkeshwar Mahadev”, situated in the midst of the
city. Later on with the development and enlargement of the institution it was shifted to a
26-acre land of the Makarpura – Tarsali Road, which was acquired with co-operation
from the BMC & 50,000 liter capacity plant was setup in 1962.

The credit of the establishment and development of the Vadodara Sangh goes to Dr.
Varguhese Kurien, the guiding light of the „White Revolution‟. He backed the efforts of
the Sangh with a generous declaration that – any losses incurred by the Sangh in its initial
years will be borne by the Amul Dairy. With increasing milk production, a modern dairy
plant inaugurated by Shri Morarji Desai was set up on 26th April 1965.

Vision & Mission

Vision – Provide quality of Milk and Milk Products to consumers at affordable prices
while ensuring fair returns to the producers.

Mission – Baroda Dairy is biggest Dairy of the District. With determination & pride we
will continue to serve our farmers & valuable consumers.

Marwadi University, Rajkot 9

Organization Chart

Marwadi University, Rajkot 10

Customer satisfaction is an important part and responsibility of an organization as the
organization‟s main aim is to satisfy consumer needs by their offerings.

The research was done to understand the factors affecting the preference of the customers
purchasing the Baroda dairy products in comparison with other brands. The result of the
study helped the dairy to identify the areas where the company should focus in order to
increase their customer base and generate more profit.

Milk Marketing

At the pre-stage, our union had started selling loose milk in cans as per the demand of the
consumers. After 1970 it earned the faith of its consumers. The dairy selling the milk as
whole and toned in 500 ml and 200 ml bottles respectively. It also established its own
bottling plant. Since 1979 milk is distributed in polythene pouches and other dairy
products have also been made available to consumers. Milk was distributed at specific
units and with the expansion of Vadodara City. With passage of time these units were
also increased. Meanwhile, for the benefit of travelers and consumers several milk

Marwadi University, Rajkot 11

vending booth and milk bars were also established at important points of the city. i.e.
Dairy gate, Suryanarayan baug, Sayajibaug, Railway station etc.

With the changing attitudes of consumer and keeping their ease in mind, Retailer ship
was given to individual businessman who owned provision stores in the various areas of
the city. Full time centres were started from 1988. In beginning, there were only 15
centres which are now grown to 1100.

Like vadodara city some nearby Taluka towns like Padra, Karjan, Dabhoi & Savli ,
Bodeli, and Chhota Udepur have also been included into the distribution network to
satisfy the customers of these towns. The demand for the products of Baroda Dairy is on
the rise in the city as Baroda Dairy has always maintained its high standard of quality and
ensured adequate supply from the vary start. In recent years Baroda Dairy has developed
its products keeping in mind the necessities of its consumers and thus earned well
deserved reputation and the faith if its customers. For this purpose it has also planned a
lot of consumer- oriented programs. Today, BD sells 4,10,000 ltrs of milk per day. To
expand this consumer base a door – to – door campaign was taken up which explained to
the consumers about the exploitative techniques of the private dairies and the comparative
better quality of the products of BD. The information was also given to school students
about the co-op movement and the nutritional value of the products is provides. The
housewives of the city were invited to visit the dairy plant and thus informed about the
hygiene factor and the quality and availability of the milk & milk products.

Today, The distribution system comprises of milk distribution units (centers), full time
centers, Parlours, Taluka centers and milk bars which cater to the needs of the customers.

Committed to the needs and demands of consumer‟s products like Jeera Chhas , Ghee
made from cow‟s milk, Low fat milk, White butter, Cream, Matho (Mango , Butter
Scotch), Masti Dahi, Lassi, Variety of Ice-cream, Kulfi, Thick Shake softy etc. have been
developed and some partial Milk products & sweets as Malai Peda, Pizza , Kaju Katri,
Rasogolla, Kopra paak, etc. Also made available to the customers.

Marwadi University, Rajkot 12

2.1.2 Rational of Study

To understand the customer satisfaction and preference towards selected products of

Baroda Dairy.

To understand the price, quality, taste and availability of product as an factor affecting the
preference of Baroda Dairy products.

By this research we came to know whether customers are satisfied with dairy‟s products
or not.

2.1.3 Research Problem

The problem arises when the organization is not able to communicate its offerings to the
customers. The product and services offered by the Baroda Dairy doesn‟t matches with
the expectation of the customers.

Moreover it doesn‟t succeed in creating awareness of their products into the market.

The other side of the problem is related to customer preferences to a particular product,
their lifestyle, consumption pattern, family size, perception, personal biasness, loyalty
also affects the purchase pattern of the products.

Marwadi University, Rajkot 13

2.1.4 Literature Review

Mrs,sonalidhawan(2016), conducted a research on the consumer behaviour towards

various branded & non branded milk. Consumers are highly influenced by the marketing
activities, brands etc. yet consumers are opting for non-branded milk rather than branded
milk. The dairy sector is important for its complementarities with agriculture and for its
capability to provide protein rich diet to the vegetarian population.

The objective of the study is to identify the brand awareness, problems & level of
satisfaction of the respondents in purchasing of various brands of milk & milk products.

Vishita khanna(2015), opined that study will facilitate marketing of dairy products by
creating a awareness amongst consumers and also will help to understand the difference
in taste & perception which varied from state to state. Milk production in india during
1950-51 was 17 million to 140 million tonnes in 2013-14. India produced around 17% of
the global milk production.

Accorsi, R., Ferrari, E., Gamberi, M., Manzini, R., & Regattieri, A. (2016),
researched that Global markets increase the relevance of the related functions of the food
supplychain, not only cultivation and food processing, but also the packaging, storage,
distribution, and control and monitoring of the product quality across its entire life cycle.
These processes result in more complex supply networks, which emphasize the distance
between production and consumption and significantly affect the quality of distributed
product.

The development of an ex post monitoring system is an effective way to identify the most
critical steps of food distribution and aid operative decisions to improve the control of
food safety and quality along storage and transportation. This chapter introduce an ex post
monitoring protocol based on temperature sensors to track the environmental stresses
experienced by dairy products during milk-run delivery tours. The collected shipping

Marwadi University, Rajkot 14

profiles are illustrated and discussed, and the simulation of the collected thermal stresses
in properly designed climate rooms is postponed to further researches.

Mishra, P. K., & Shekhar, B. R. (2013), Quantifying customer satisfaction in any

manufacturing or service supply chain is extremely important to know the end-user
preferences. The higher the customer satisfaction, the higher is the sales, which in turn
leads to better supply chain performance. In the current study customer satisfaction is
measured quantitatively from a dairy food supply chain perspective in India. The data
collected from the customers have been subjected to a rigorous analysis giving due
weightage to the sampling and reliability of the instrument used for the study. From large
number of indicators, factors have been drawn by using factor analysis and customer
satisfaction index has been calculated thereto. The empirical findings are expected to add
value to the concept where products are highly perishable and need conditioned
transportation at every stage.

Gilan,S.A., & Jalali,S.M.(2016), suggested that the service and manufacturing institutes
should take action to create and maintain favourable brand name with an emphasis on the
communications and access to the effective public relations, because communications
play a key role in creation of maintenance of brand name recognition.

Marwadi University, Rajkot 15

2.1.5 Research Objectives

 To know the awareness of consumers regarding various products of Baroda Dairy.

 To study products of Baroda Dairy which are mostly preferred and consumed by
customers.
 To measure satisfaction level of customers towards selected products of Baroda
Dairy.

Marwadi University, Rajkot 16

2.2 Research Methodology

Research Methodology is a way to systematically solve the problem. It may be

understood as a science of studying how research is done scientifically. In it we study the
various steps that are generally adopted by a researcher in studying his research problem
along with the logic behind them.

To solve this problem the research approach or research type applied is descriptive
research process based on survey and facts and findings of different kinds. It is known as
Questionnaire or Opinion study.

2.2.1 Census/Population

Only those customers which are purchasing the Dairy products were considered.

2.2.2 Sample Size

The sample size was 100 respondents

2.2.3 Sampling Methods

Non-Probability convenient sampling method was used for this research study.

2.2.4 Data Collection Methods

The relevant data pertaining to this study was collected from both primary sources and
secondary sources.

Marwadi University, Rajkot 17

  Primary Data
Primary data was collected through questionnaires which were given to
respondents for filling information.

 Secondary Data
The Secondary data was collected from search engines, books, magazines,
journals, and websites and also from past reports and annual reports of Baroda
Dairy

2.2.5 Data Collection Instruments

Researcher used structure non-disguised questionnaire to get the responses of the

customers from the Baroda Dairy.

Marwadi University, Rajkot 18

 CHAPTER-3
DATA ANALYSIS &
INTERPRETATION

Marwadi University, Rajkot 19

3.1 Data Analysis for Customer Satisfaction:

1) Quality and taste of the product:

Quality & Taste

Total
Excellent 48
Very Good 44
Fair 6
Poor 0

Quality & Taste Total

0
6

Excellent

48 Very Good
Fair
44
Poor

From 100 customers who are surveyed for the satisfaction from Baroda dairy products 48
customers give excellent rank, 44 customers give very good rank, 6 customers give fair
rank to the Quality and taste of Baroda dairy‟s products.

Marwadi University, Rajkot 20

2) Availability of products:

Availability in Respective Area

Total
Yes 93
NO 5

Availability in Respective Area Total

100
90
80
70
60
50 Availability in Respective
40 Area Total
30
20
10
0
Yes NO

The availability of Baroda dairy‟s product in their respective areas is 93%.

Marwadi University, Rajkot 21

3) Availability of facility:

Facility & Ambience

Total
Excellent 15
Very Good 53
Fair 23
Poor 7

Facility & Ambience Total

60

50

40

30
Facility & Ambience Total
20

10

0
Excellent Very Good Fair Poor

Facility and ambience which are provided by the milk parlours are ranked by their
customers: 15 customers ranked excellent , 53 customers ranked very good , 23
customers ranked fair and 7 customers ranked poor.

Marwadi University, Rajkot 22

4) Comparison with other brands:

Comparison to other Brands

Total
Excellent 24
Very Good 50
Fair 22
Poor 2

Comparison to other Brands Total

22 24
Excellent
Very Good
Fair
Poor

50

Compare to other brands Baroda dairy‟s products are ranked Excellent by 24 customers ,
50 customers ranked very good compare to other brands ,22 customer ranked fair and
only 2 customers ranked poor from 100 customers.

Marwadi University, Rajkot 23

5) Cleanliness of milk parlours:

Cleanliness
Total
Excellent 25
Very Good 45
Fair 25
Poor 3

Cleanliness Total
50
45
40
35
30
25
20 Cleanliness Total
15
10
5
0
Excellent Very Good Fair Poor

Cleanliness of parlours are ranked excellent by 25 customers , very good by 45 customers

,25 customers ranked fair and other 3 customers ranked it poor from 100 customers.

Marwadi University, Rajkot 24

6) Awareness of range of Sugam products:

Awareness of Range of Sugam Products

Total
Yes 84
No 14

Awareness of Range of Sugam

Products Total
90
80
70
60
50
40 Awareness of Range of
30 Sugam Products Total
20
10
0
Yes No

The range of Baroda dairy‟s products range are known to 84 customers where remaining
are not aware about the range of products.

Marwadi University, Rajkot 25

7) Cost comparing to other brands:

Cost comparing to other brands

Total
Very Reasonable 54
Reasonable 44
Expensive 0
Very Expensive 0

Cost comparing to other brands Total

60

50

40

30
Cost comparing to other
20 brands Total

10

0
Very Reasonable Expensive Very
Reasonable Expensve

The cost of Baroda dairy‟s product compare with other brands very reasonable is ranked
by 54 customers and 44 customers ranked reasonable.

Marwadi University, Rajkot 26

8) Referring to friends and relatives:

Referring to Friends & Relatives

Total
Extremely Likely 25
Very Likely 48
Likely 24
Not Likely 1

Referring to Friends & Relatives Total

Not Likely

Likely

Referring to Friends &

Very Likely Relatives Total

Extremely Likely

0 20 40 60

The customers who are satisfied with Baroda dairy‟s products are referring the products
to their relatives and friends with extremely likely by 25 customers , very likely by 48
customers , likely by 24 customers.

Marwadi University, Rajkot 27

9) Overall Experience:

Overall Experience
Total
Excellent 38
Very Good 55
Fair 5
Poor 0

Overall Experience Total

60

50

40

30
Overall Experience Total
20

10

0
Excellent Very Good Fair Poor

Overall experience from 100 customers 38 customers ranked excellent, 55 customers

ranked very good and 5 customers ranked fair to their overall experience of Baroda
dairy‟s products.

Marwadi University, Rajkot 28

3.2 Data Analysis for Consumer Taste:

1) Occupation of Customer:

Occupation
Total
Self Employed 6
Salaried 24
Student 17
Housewife 3
Other 0

Occupation Total
30
25
20
15
10 Occupation Total
5
0
Self Salaried Student Housewife Other
Employed

From the customer surveyed, it is found that most of them are Salaried person and
Students who visits the Baroda Dairy.

Marwadi University, Rajkot 29

2) Food Centre in various places:

Food Centre in Various

Places
Total
Yes 49
No 1

Food Center in Various Places Total

60
50
40
30 Food Center in Various Places
20 Total
10
0
Yes No

From the above data it can be said that customer wants to have a Food Centre in various
places of the Baroda Dairy Parlour

Marwadi University, Rajkot 30

3) Preference for Food Items:

Preference for Fast Food items

Total
Masala Paneer Nuggets 9
Cheese Pappons 13
French Fries 38
Burger Patty 30
Aloo Tikki 43
Cheese Onion Paratha 16
Garlic Bread 43
Paneer Samosa 20
Pasta 9
Panipuri 1
Sandwich 1
Maggi 1
Momos 1
Nachos 1
Pau-Bhaji 1

Marwadi University, Rajkot 31

 Preference for Fast Food items Total
Pau-Bhaji
Nachos
Momos
Maggi
Sandwich
Panipuri
Pasta
Paneer Samosa Preference for Fast Food
Garlic Bread items Total
Cheese Onion Paratha
Aloo Tikki
Burger Patty
French Fries
Cheese Pappons
Masala Paneer Nuggets

0 10 20 30 40 50

It is found after surveying that there are more than 85% customer will prefer Aloo Tikki
and Garlic Bread, also more than 60% of customer will like to have French Fries and
Burger Patty

Marwadi University, Rajkot 32

4) New Varieties:

New Varieties
Total
Cookie Cream 33
Choco Fusion 12
Sandwich Ice Cream 28
Cassata Cut 36
Bombay Kulfi 15
Taj Mahal 8
Lonavali 14
Pudding 25
Sugar Free Ice Cream 21
Chocolates 32
Yogurt 6
Cakes 3
Pastry 2
Browni 2
Variety in Lassi 2
Puffs 1

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 New Varieties Total
Puffs
Variety in Lassi
Browni
Pastry
Cakes
Yogurt
Chocolates
Sugar Free Ice Cream
Pudding New Varieties Total
Lonavali
Taj Mahal
Bombay Kulfi
Cassata Cut
Sandwich Ice Cream
Choco Fusion
Cookie Cream

0 10 20 30 40

Cookie Cream, Cassata Cut and Chocolates are more consumed by the customer than any
other items. Also many customers want to have Brownie, cakes and Pastry.

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 CHAPTER-4

RESULTS & FINDINGS

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4.1 Results & Findings:

 Most of the people of Baroda City daily consume Baroda Dairy‟s products.
 The research was done to find out the Customer Satisfaction and the Consumer
Taste.
 The research help Baroda Dairy to improve the quality of their products and also
helped them to know whether the Food Court that it is going to launch will be
beneficial or not and got the positive feedback from the customers.
 It also helped Baroda Dairy to produce New Varieties of products that customer
desires and also helped to introduce the Fast Food items in the respective parlor of
Baroda Dairy.
 The research helped to define the facilities of the Baroda Dairy and its Parlors.

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 CHAPTER-5

CONCLUSIONS

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5.1 Conclusion

The research was basically conducted to measure the Satisfaction Level of Customer and
the Taste of Consumer to open a Food Court in the respective Baroda Dairy Parlor.

From the survey it is found out that almost all the customer likes the taste of Baroda
Dairy products and also they are very well aware of the range of its products.

Talking about the cost, the Dairy is selling products to its customer at a very reasonable
rate comparing to the other brands.

Also the dairy got good rankings in the quality and taste segment comparing to other
brands.

Based on overall research it can be concluded that customer are satisfied with the quality,
brand name and the taste of the products.

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 CHAPTER-6

SUGGESTIONS

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6.1 Suggestions

 Baroda Dairy should increase its distribution channel in the particular district.
 The infrastructure, especially the hands washing facility is not available for
customer, and also the sitting arrangement should be made proper.
 Also there are products which are not available in other parlours and customer has
to travel more to get the desired product. So introduction of products in the
parlours is needed.
 While customer has ranked good in the quality and taste of many products, but
still there are 2-3 products which needs high attention in the quality bases.

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 CHAPTER-7

LIMITATION OF THE
STUDY

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7.1 Limitation of the Study

 The time for research study was limited

 The research was conducted in Baroda City only by selecting few respondents.
 The research was conducted in only one parlor of Baroda Dairy.
 Respondents, due to their busy life did not give much interest towards filling the
Questionnaire.
 For the Survey on Consumer Taste, the survey was done on 50 respondents only.

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 CHAPTER-8

CONTRIBUTION OF THE
STUDY

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8.1 Contribution of the Study

Gujarat is one of the largest milk producing states in India with the contribution of 7.75%
share in the total milk production of India. The state having 17 Cooperative dairy milk
unions & 25 private dairy plants has a milk collection of 3.45 billion litres with over 30
lakhs milk producers, affiliated to more than 15,000 Primary Milk Cooperative Societies.

Milk contributes to 22% to the Agricultural GDP of Gujarat and is one of the biggest
sectors for supporting livelihood in the state. As per state census data, out of about 102
lakhs total household of Gujarat, 42.6 lakhs households are engaged in Dairy and Animal
Husbandry sectors as a primary or secondary source of their income. Though the dairy
sector is active in most of the districts, some of the districts still needs to be brought in the
active dairy network.

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 CHAPTER-9

BIBLIOGRAPHY &
REFERENCES

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9.1 Bibliography

A. (n.d.). Organisation. Retrieved from http://www.amul.com/m/organisation

Dairy - Sector Overview. (n.d.). Retrieved from

http://glpc.co.in/showpage.aspx?contentid=176&lang=Gujarati

Dairy Products Market. (n.d.). Retrieved from

https://www.transparencymarketresearch.com/dairy-products-market.html

Home. (n.d.). Retrieved from https://barodadairy.in/

Milk Marketing. (n.d.). Retrieved from https://barodadairy.in/milk-marketing/

Operation Flood. (2018, July 18). Retrieved from

https://en.wikipedia.org/wiki/Operation_Flood

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 CHAPTER-10

ANNEXURE

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10.1 Annexure

10.1.1 Customer Feedback Form for Milk Parlours

Name: ……………………………………………………………………………………

Address: ...………………………………………………………………………………..

Email: …………………………………………………………………………………….

D.O.B: ……………..……… Mobile No.:. ………………………………………………

How would you rate the quality & taste of Milk & Milk Products?

Excellent Very Good Fair Poor

Are the Milk & Milk Products available in your respective area?

Yes No

Please rate the availability of the facilities & ambience.

Excellent Very Good Fair Poor

Rate the Quality of our Milk & Milk Products in comparison to other Brands.

Excellent Very Good Fair Poor

Please rate the cleanliness of the Milk Parlour.

Excellent Very Good Fair Poor

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Are you aware of the range of Milk & Milk Products of Sugam?

Yes No

How likely are you to refer the Milk & Milk Products to your friends and relatives?

Extremely Likely Very Likely Likely Not Likely

Cost of our Products in comparison to other brands?

Very Reasonable Reasonable Expensive Very expensive

Please rate your overall experience.

Excellent Very Good Fair Poor

Addition of New Product in the Parlor

………………………………………………………………………………………………
………………………………………………………………………………………………
………………………….………..………………………….………………………………

Views/Suggestions…………………………………………………………………………
……………………………………………...………………………………………………
………………………………………………………………………………………………

Signature & Date

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10.1.2 Survey on Consumer Taste

Name: ………………………………………………………………………………………

Address: ...…………………………………………………………………………………..

Email: ...…………………………………………………………………………………….

D.O.B: ………………………. Mobile No.: ……………………………………………….

Occupation:

 Self Employed
 Salaried
 Student
 Housewife
 Other …………………………………………………

Would you like to have Fast Food Center of Baroda Dairy in various places?

 Yes
 No

What would you prefer for the Fast Food from the below items? (You can select multiple
options)

 Masala Paneer Nuggets

 Cheese Pappons
 French Fries
 Burger Patty
 Aloo Tikki
 Cheese Onion Paratha

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  Garlic Bread
 Paneer Samosa
 Other …………………………………………………

Ice Cream‟s New Varieties you would like to add from the below items. (You can select
multiple options)

 Cookie Cream
 Choco Fusion
 Sandwich Ice Cream
 Cassata Cut
 Bombay Kulfi
 Taj Mahal
 Lonavali
 Pudding
 Sugar Free Ice Creams
 Other …………………………………………………

Views/Suggestions
………………………………………………………………..……………………………
………………………………………………………………………………………………
………………………………………………………………………………………………
………………………………………………………………………………………………

Signature & Date

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