CONTENTS

CHAPTER-1 INTRODUCTION

CHAPTER-2 THEORETICAL BACKGROUND

• What Is Customer Satisfaction?

• Product and Service Features
• Consumer Emotion
• Statement of Problem
• Need for the Study
• Objective of the Study
• Scope of the Study
• Limitations

CHAPTER-3 INDUSTRIAL BACKGROUND OF THE STUDY

HISTORICAL DEVELOPMENT

CHAPTER-4 DATA INTERPRETATION

CHAPTER-5 FINDINGS AND SUGGESTIONS

• Conclusion

• Questionnaire

• Bibliography
ABSTRACT

Towards the fulfillment of the project program, a study was conducted about
NANDINI MILK AND CONSUMERS SATISFACTION; this study involved a study of
satisfaction level of consumers towards NANDINI MILK in Bangalore.

The initial problem was that the brand NANDINI was so familiar with every one
that people had made up their mind about it and they thought there was no need to study
anything about it.

A study is carried out to find out those factors that influence customers buying
behavior, this study becomes essential to get a competitive edge. Through this study an
attempt has been made to identify the customer behavior and explicit needs and attitudes
of the customer, as they are the final judges of the product. Only when a company is in
constant touch with its customer, that it can understand their needs and will be able to
satisfy those needs effectively.
 CHAPTER-1
INTRODUCTION
GENERAL INTRODUCTION

Traditional marketing theory and practice have focused on attracting new

customers rather than retaining existing ones. Today, however, although attracting new
customers remains an important task, the emphasis has shifted towards retaining current
customers and building profitable long term relationship with them.

Why is this new emphasis on retaining and growing customers? Facing an

expanding economy and rapidly growing markets, companies could practice "leaky
bucket" approach to marketing. Growing markets meant plentiful supply of new
customers. Organizations could keep filling the marketing bucket with new customers
without worrying about loosing old customers through hole in the bottom of the bucket.

However, organizations today are facing some new marketing realities:

• Changing demography

• More sophisticated competitors

• Over capacity of the organization

All these factors have made sure that there are fewer customers to go around.

Now a days the cost of attracting new customers are raising, organizations are
realizing that losing a customer means losing more than a single face. It means the entire
stream of purchases that the customer would make over a lifetime of patronage.

The key to building everlasting relationships is the creation of superior

customer value and satisfaction. Satisfied customers are more likely to be loyal
customers, and loyal customers are more likely to give the company a larger share of their
business.

We now look more closely at the concepts of customer value and satisfaction.
Attracting and retaining customers can be a difficult task. Today's customers face a vast
array of product and brand choices, prices, and suppliers. They are satisfied with and
continue to buy offers that consistently meet or exceed their value expectations.
 Thus, customers form expectations about the value of marketing offers and
make buying decisions based on their expectations. Customer satisfaction with a purchase
depends on the products and services actual performance relative to buyer's expectations. A
customer might experience various degrees of satisfaction.

If performance matches expectations, the customer is satisfied. If performance

exceeds expectations, the customer is highly satisfied or delighted.
 CHAPTER-2
THEORETICAL BACKGROUND

WHAT IS CUSTOMER SATISFACTION?

"Everybody knows what satisfaction is, until asked to give a definition. Then, it
seems, nobody knows." This quote from Richard L. Oliver, respected expert and long- time
writer and researcher on the topic of customer satisfaction, expresses the challenge of
defining this most basic of customer concepts. Building from previous definitions, Oliver
offers his own formal definition:

“Satisfaction is the customer's fulfillment response. It is judgment that a product or

service feature, or the product or service itself, provides a pleasurable level of
consumption-related fulfillment”.

In less technical terms, we translate this definition to mean that satisfaction is the
customers' evaluation of a product or service has meet their needs and expectations.
Failure to meet needs and expectations is assumed to result in dissatisfaction with the
product or service.

Customer satisfaction will be influenced by specific product or service features and by

perception of quality. Satisfaction will also be influenced by customers' emotional
responses, their attribution, and their perception of equity.

PRODUCT AND SERVICE FEATURES

Customer satisfaction with a product or service is influenced significantly by the

customer's evaluation of product or service features. For a service such as a resort hotel,
important features might include the pool area, access to golf facilities, restaurants, room
comfort and privacy, helpfulness and courtesy of staff, room price, and so forth, In
conducting satisfaction studies, most firms will determine through some means (often
focus groups) what the important features and attributes are for their service and then
measures perceptions. Of those features as well as overall service satisfaction. Research
has shown that customers of services will make tradeoffs among different service
features (e.g., price level versus quality versus friendliness of personnel versus level of
customization), depending on the criticality of the service.
CONSUMER EMOTION

Customers' emotions can also affect their perceptions of satisfaction with products
and services. These emotions can be stable, pre-existing emotions -- for example, mood
state or life satisfaction. Think of times when you are at a very happy stage in your life
(such as when you are on vacation), and your good, happy mood and positive frame of
mind has influenced how you feel about the services you experience. Alternatively, when
you are in a bad mood, your negative feelings may carry over into how you respond to
services, causing you to overreact or respond negatively to any little problem.

Specific emotion may also be induced by the consumption experience itself,

influencing a consumer's satisfaction with the service. Research done in a river-rafting
context showed that the river guides had a strong effect on their customers' emotional
responses to the trip and that those feelings (both positive and negative) were linked to
overall trip satisfaction. Positive emotions such as happiness, pleasure, elation, and a sense
of warm-heartedness enhanced customers' satisfaction with the rafting trip. In turn
negative emotions such as sadness, sorrow, regret, and anger led to diminished customer
satisfaction. Overall, in the rafting context, positive emotions had a stronger effect than
negative ones. Similar effects of emotions on satisfaction were found in a finish study that
looked at consumers' satisfaction with a government labor bureau service. In that study,
negative emotions including anger, depression, guilt, and humiliation had a strong effect
on customers' dissatisfaction ratings.

Attributions for Service Success or Failure: Attribution- the perceived cause of

events- influences perceptions of satisfaction as well. When they have been surprised by
an outcome (the service is either much better or much worse then expected), consumers
tend to look for the reasons, and their assessment of the reasons can influence their
satisfaction. For example, if the customer of a weight-loss organization fails to lose weight
as hoped for, she will likely search for the cause - was it something she did, was the diet
plan ineffective, or did the circumstance simply not allow her to follow the diet regimen-
before determining her level of satisfaction or dissatisfaction with the weight loss
company. For many services, customer at least takes partial responsibility for how things
turn out.
 Even when they don't take responsibility for the outcome, customer satisfaction
may be influenced by other attributes. For example, in research done for a travel agency , it
was found that customers were less dissatisfied with a pricing error made by the agent if
they felt the reason was outside the agent's control or if they felt it was a rare mistake,
unlikely to occur again.

Perception of Equity or Fairness: Customer satisfaction is also influenced by

perceptions of equity and fairness. Customers ask themselves: Have I been treated fairly
compared with other customers? Did other customers get better treatment, better prices, or
better quality service? Did I pay a fair price for the service? Was I treated well in
exchange for what I paid and the effort I expended? Notions of fairness are central to
customers' perceptions of satisfaction with product and services. The example of sears
auto centers illustrates consumers' strong reaction to unfair treatment. In 1992, the sears
auto centers division was charged with defrauding customers in 44 states by performing
unnecessary repair. Sears’s employees had been rewarded based on the quantity of repairs
sold, resulting in substantial unnecessary charges to customers. The $27 million sears
paid settling complaints and the additional loss of business all resulted from extreme
dissatisfaction of its customersover the unfair treatment.
STATEMENT OF PROBLEM
A survey of customer satisfaction of Nandini Milk Basically in the dairy Industry
customer satisfaction is based on quality, packaging, taste, service of the milk. Generally
the satisfaction starts from the purchase of the milk to end use of milk. Each and every
customer thinks of safety when he or she first buys the milk, with no hassles. Services
provided by the company, the way of courtesy, is nothing but a basic need of customer.
Taking into account all these aspect a survey is conducted to know the customer
satisfaction towards Nandini Milk.

NEED FOR THE STUDY

A study is carried out to find out those factors that influence customers buying
behavior, this study becomes essential to get a competitive edge. Through this study an
attempt has been made to identify the customer behavior and explicit needs and attitudes
of the customer, as they are the final judge of the product only when the company is in
constant touch with its customer, it can be the leader in the market, this point gains greater
emphasis in the light of Nandini Milk’s current position as number of players in the market
are eyeing Nandini Milk’s Supremacy in small segments.
OBJECTIVE OF THE STUDY

1. To analyze the opinion of customers towards Nandini milk.

2. To determine whether Nandini milk is the most preferred product

3. To analyze the satisfaction level towards the design of Nandini milk sachets.

SCOPE OF THE STUDY

The researcher's main concern is to analyze the customer satisfaction level towards
Nandini milk. It's the globally accepted concept, once we are meeting the customer’s
expectations then only the customers are satisfied and its possible for us to retain the
customer with us.

In the present scenario, due to the changes in market conditions, and increasing
competition, customers are receiving a better choice of products and service from the
similar industry.

As the organization point of view, their foremost scope is into keep good and
cordial relationship with the existing customers. Once the customers are loyal towards the
organization, automatically the goodwill of the organization enhanced in the market
place.

In the study we could able to find out the levels of customer satisfaction from the
products and the services offered by the Bamul.

With the study, we can give suggestion regarding customer satisfaction, product
and services offered by the company and how far it is going to meet the customer
expectations and how to improve the customers satisfaction to retain the existing
customers as well as attracting the new potential customers.

LIMITATIONS

1. The study was restricted to Bangalore city only.

2. The size of the sample is limited to time and resources.

3. The information collected is valid until there is no any technical change

or any innovation is released in the market.
4. The result is assuming that respondents have given accurate information.
DESCRIPTION OF THE RESEARCH DESIGN

A central part of research activity is to develop an effective research strategy or

design. Methodology involves the most suitable method of investigations. The nature of
research instruments, the sampling plan and the type of data.

The research design constitutes the blue print for the collection, measurement and
analysis of data. It aids the researcher in the allocation of his limited resources by posing
crucial choices.

Naturally Research design is the plan and structure of investigation. So conceived

as to obtain answers to research questions. The plan is the overall scheme or program of
the research.

TYPES OF RESEARCH

1. Descriptive Research: Has been used to describe what existed in the market/field
outside where the project study was conduct.
E.g.: description of goods, customers, business processes, buying habits etc.
2. Classificatory Research: Has been used to classify, categorize and compare
similarities and differencesobserved in the various samples studied.
3. Explanatory Research: Has been used to explain the various phenomena in terms of
similarities and differences.

PRIMARY DATA
This data consist of original information gathered for the specific purpose, primary
data for the project were end users.

RESEARCH INSTRUMENT

Research instrument used for obtaining primary data is questionnaire.

SAMPLING PROCEDURE

Sampling
It is the process of learning about the population on the basis of sample drawn from
it. Thus in the sampling technique instead of every unit of the universe only a part of the
universe is studied and the conclusion are drawn the basis for the entire universe. A
sample is a sub-set of population units.
Sample Size
A total of 100 respondents were surveyed to gather information to accomplish
objectives.

Methods of Sampling
The various type of sampling can be grouped under two broad heads: Probability
sampling and Non-probability sampling.

Execution
Survey was carried out in the areas of Bangalore city, they are nagarbhavi, vijayanagar
and hanumanthnagar, it was decided that 30,40,30 customers should covered from each
area.

Choosing of sampling Unit

Researcher has adopted the probability, random sampling method to conduct survey.

SOURCES OF DATA
Keeping in view the objectives of the study, a conventional and stratified marketing
research programs was adopted and the procedure for the study consists of following
elements.

a. PRIMARY DATA
The information, which was collected using questionnaire method from the
customer, is the primary source of data gathered specifically for the project study.
It includes direct contact with customer, regarding their response towards the
product.

b. SECONDARY DATA
Secondary Source of data includes the findings or the basic research
already done by outside organization departments. Besides, it also includes the
appropriate material from Newspapers, Magazines, Standard textbooks and
information from the Internet.

Tools used for hypothesis:

Z test is used to analyze the brand preference of Nandini in comparison to the
various other brands available. Zest test is used in order arrive at a conclusion for
the quantitative data, Also to provide a statistical basis for the conclusion.
OVERVIEW OF THE REPORT

Chapter 1: INTRODUCTION

This chapter starts with the brief idea regarding the project and it also explains the
theoretical background of the study.

Chapter 2: DESIGN OF THE STUDY

The design of the study tells about the research methodology adopted for the study,
statement of problem, review of literature, scope of the study, objective of the study,
operational definition of the concepts, sampling method, data collection tool and
overview of report.

Chapter 3: PROFILE
This chapter has profile of the industry, the profile of the organization and the
profile of the sample unit.

Chapter 4: ANALYSIS
This chapter contains classification and tabulation of data, analysis and interpretation.

Chapter 5: SUMMARY
This is the last chapter. It has exclusive summary of the field training, findings and
conclusion and suggestions.
 CHAPTER-3
INDUSTRIAL BACKGROUND OF THE STUDY
Dairying is the production and marketing of milk, usually cow’s milk product. It
includes the case of cow’s breeding, feeding, management and milking. The milk must
be collected, processed into dairy products and marketed. All these operations have been
improved by physiological, genetic, nutritional, chemical, microbiological, technological,
economical and marketing research and development.

HISTORICAL DEVELOPMENT
Cattle, goat and sheep have kept by man for the production of milk since immemorial.
Milk, butter and cheese were common food of the people in those days. Hindu Vedas
written before 1200 BC mentioned the use of butter as food. The Mongols in the middle
ages prepared concentrated milk in the past and probably dairy form and used them as a
ration at the time of civil war by Americans. Grimwode’s British patent for producing
dried milk was issued in 1855. But large-scale production of dried milk did not begin
until 50 years.

Early man found that the goat and sheep produced enough milk for his family. As
the need of milk increased, the cow becomes established as a producer of milk in large
scale. By 18th century, the practice of selective breeding was well established. It has been
said that cow is machine that converts raw materials (plant) into food in a
surprisingly efficient manner. The method by which cattle are managed in order to
produce milk can be accomplished in many ways.

Milk may be defined as the whole fresh, clean, lacteal secretion obtained by the
complete milking of one or more healthy mulch animals. Milk is the only food, which is
designed by nature solely as a food. It serves as the foundation of an adequate diet. As
milk contains protein, vitamin and fats, it is very important for pregnant mothers,
growing children, adolescents, adult invalids, convalescents and patients alike. In the 20th
venture the dairy industry of the world was well established, but it faced a challenge due to
growing number of economical substitute foods, not able vegetables base margarine but
including imitation creams ghee dips evaporated milk, ice creamsand even milk.
DAIRYING IN INDIA
Around 1500 to 2000 the Aryans were the first to domesticate cattle use for tilling
their land and obtain milk to be consumed as food. It was the Aryans who priced the milk
of a cow more than its meat, forbade its slaughter and created legends about it, even
worshipped it. Hindu even today considers cow as sacred. More of the total production of
milk is obtained from cows.

In Indian, Dairying has been practiced as a rural cottage industry since the remote
past. Semi commercial dairying started with establishment of military dairy farms and co-
operative milk unions throughout the country towards the end of the 19th century.
However, market milk technology may be considered to have commenced in 1956 with
the functioning of the central dairy of Aarey milk project technology in 1956 with the
establishment of AMUL dairy ANAND.

NATIONAL DAIRY DEVELOPMENT BOARD

At the time of the inauguration of the cattle feed factory at Konjari district in
1964, the late Lal Bahadur Shastri, then Prime Minister of India Paid an unscheduled visit
to the milk producer’s co-operative society, Ajarpura and stayed there overnight and he
was impressed by the socio-economic changes brought about by milk co-operative in
Kaira district. Shri Shastri desired to have a national level organization to replicate
Anand’s success in other part of the country. Thus, the National Dairy Development
Board was set up under the aegis of ministry of agriculture and Irrigation, government of
India 1st September 1965 under the societies regulation act 1860 and the Bombay Public
Trust Act 1950.

DAIRY CO-OPERATIVE SOCIETY

A dairy co-operative society is a Bank organization unit functioning at the village
level. The member producers and their dairy co-operative societies are vital constituents
of the union. Hence maximum importance has been given to their development and
growth.
The Bangalore milk union comprises of Bangalore urban district (3 taluks) and
Bangalore rural districts (8taluks) with a total of 2394 revenue village. 74% of the village
(i.e.1767) has brought under the dairy co-operative ambit. The union has 72 milk
procurement routes connecting 1210 Dairy co-operative societies covering a distance of
13400 Kms per day .Democratic principle are followed at the route level in these
societies, which are organized under the co-operative principle.
Dairy Co-operative Societies Function:
The dairy co-operative societies function as dairy and acts as a marketing outlet
for the milk produced in the village. Input facilities are also canalized to the dairy farmers
through these societies and include veterinary first aid. Sale of cattle feed and provision
of mobile and emergency veterinary health cover dissemination of know- how etc.
payment for milk purchased is also arranged through the society. Dairy co- operative
societies are organized to form a milk procurement route linked to chilling center or the
dairy.

Origin of The Organisation

Bangalore dairy is one of the important, popular and the oldest (dairying) dairies of
Karnataka.

In the year 1964 milk supply scheme was started to supply milk to consumer at
Bangalore. National dairy research institute processing facilities were being used in the
earlier stage.

Bangalore Dairy a joint venture of UNICEF, government of India and government

of Karnataka. It was dedicated to the people of Karnataka during the year 1965 by the
then Prime Minister shri Lal Bahaddur Shastri. It was started with an initial processing
capacity of 0.5 lakh liters of milk per day under the animal husbandry department of
government of Karnataka.

Under the World Bank aid Karnataka dairy development corporation came in to
existence in1975 and started organizing BAMUL pattern of dairy co-operative societies
at the village level with the guidance of National Dairy Development Board (NDDB),
Anand.

The Bangalore milk union initially comprising of Bangalore and Kolar district
was bifurcated into Bangalore urban and rural district co-operative milk producers union
limited and Kolar urban and rural district co-operative milk producer’s societies union on
1-4-1987. The bifurcation was intended the activities and development of dairy activities
in the district.
GROWTH AND PRESENT STATUS OF THE ORGANISATION

Sprawling over in an area of 50 acres, the dairy has an initial capacity to process
50,000 liters per day. In order to meet the growth and demand for milk, the dairies
processing capacity was increased to 1.5 Lakh liter per day at the end of operation flood
II of the World Bank in the year 1975. By the end of operation flood III in the year 1997
it was gradually extended to 3.5 Lakh liters per day. At present it is collecting,
processing and distributing 5.94 Lakh liters of milk per day and by this it has gained the
reputation of being the number one dairy in South India.

The union has established chilling plant at Anekal, Byrapatna and Doddaballpura
which had a initial capacity to chill 20,000, 10,000 and 20,000 liter per day respectively
and as on 31-3-1997 capacity has been increased to chill, 40,000,50,000 and 90,000 liter
per day respectively. In view of remunerative price and assured market to the producer
the production of milk has tremendously increased resulting to establish a chilling center
of one Lakh litre per day capacity at Vijaypur during the year 1995. Other chilling centers
are located in Solur and Hoskote. The milk collected at the chilling centers is being shifted
to the main dairy through road milk tankers.

OBJECTIVES OF BAMUL

• Providing assured and remunerative market to the entire milk produced by the farmers
of the union.
• Providing hygienic and quality milk products at competitive prices to urban
consumers.
• To build village level institution in co-operative sector to manage the dairy
development activities.
• To ensure the provision of milk production inputs, processing facilities and
dissemination of technical know-how.
• To facilitate rural development by providing opportunities for self employment at
large level, preventing, migration to urban areas introducing cash economy and
opportunity for steady income to milk producers.
FUNCTION OF BAMUL
The union organizes new district co-operative societies with their management
including audit of account, purchase and process and market the milk. Provision of input
facilities is also given, by the union and canalized to dairy farmers through district co-
operative societies. The inputs facilities include supply of cattle feed, fodder, veterinary
service, training and know-how on scientific animal husbandry. Farmers are trained in
Anand (Gujarat), Dharwad, Bangalore, and other center for these developments for the
development of the dairy. Staff members of the union get periodical training in Dharwad,
Bangalore and other training center. Various other activities are undertaken to given
more information and understanding to the farmer about co-operative principles. Union
collect about 5,94,000 liters per day of milk and sell about 5,56,000 liters per day and milk
products like ghee, peda, butter, curd, ice- cream, flavored milk, skimmed milk powder,
butter milk, sweet curds, casin are sold.

SHIFT

The BAMUL has 4 shifts.

1. First shift - 5 AM TO 1 PM
2. Second shift - 2 AM TO 10 PM
3. Third shift - 10 AM TO 6 PM
4. General shift- 10.30 TO 5.30 PM

COMPETITORS

The BAMUL has facing many competitors. The main competitors of BAMUL are

1. Nilgiris in Bangalore.

2. Heritage in Hyderabad

3. Dodla in Bangalore.
ORAGANISATIONAL STRUCTURE
Bangalore milk union is organized of Anand (Gujarat) patten structure. In this pattern
all the function of dairy milk production, procurement, processing and marketing are
controlled by the producers themselves.

This system consists of 3 tier system.

First Tier System

The base units in the Anand pattern is the village milk producers co-operative and
voluntary association of milk producers in the village who wish to market their milk
collectively. Those who have a permanent residence and who own a milk animal can
become a member by paying a share capital to the dairy co-operative societies.

Management
A managing committee of 9 members is elected democratically by the member
of society in general meeting. The chair person of the committee is retained every year.
The managing committee set the co-operative policies and selects the society staff
including the secretary, a milk collector, a fat tester, a clerk, an inseminator, an
Accountant and a helper to perform the size of the business. Among the milk co-
operative member one will be elected as president of dairy co-operative societies for one
year term that is the administrative head of the dairy co-operative society.
Activities

• Milk is collected from the producer morning and evening throughout the year.

• Remunerative price to the producers by testing fat in the milk.

• Weekly payment to the producer.

• Technical input like veterinary facility, emergency service, cattle feed, artificial
Insemination, first aid vaccination and gene fodder etc….

• Bonus and share dividend is distributed to the milk producers.

Second Tier System

A key element in the Anand pattern of dairy co-operative is all the registered village
milk societies is a member of district co-operative producers union which enable then
jointly to own a dairy processing factory and cattle feed plant.
Management

The union is controlled by a board of directors consisting of 16 or 17 member of

whom 12 are democratically elected from amongst the representatives of a village
society. The remaining 5 comprise the managing director, as member secretary one or two
representative of the financing institution and representatives of the federation. The
chairman is elected by the members of the board of secret ballots one thirds of the elected
board member retire every year by rotation. So that each member will be in board for 3
years.
The board employee’s the managing director who makes the appointment of union
staff. A second code of conduct and administration display is maintained between board
of directors and the administration of the union.

Activity

• To collect the milk from the dairy co-operative society through contract trucks.
• To process the milk and market in urban areas.
• To give technical input.
• Strengthening of milk co-operative movement organization extension activities and
rural development service.
• The union owns and operates dairy plant, cattle feed plant, fodder and bull mother farm
and head quarter center for animal husbandry activities.
• Union carries out research and development and other promotional activities for the
over all benefit of farmers.

Third Tier System

The district co-operative union became of co-operative milk marketing federation
by subscribing to it at least 20,000 each as share capital. The federation is responsible for
evolving and implementing of policies on co-operative marketing all members union
liquid milk product.

The federation board consists mainly of the elected chairman of all the union
members, and the federation managing director. Each member has voting right. The
member elects a chairman of the board. The board evaluated the federation policies on all
its functions.
 The federation board is advised by the management committee which is composed
of each members union chief executive, the federation chief quality control officer and
one or more non-voting co-operated federation’s managing director is the Committee
chairman and general manager is its secretary.

Activities

• To build co-operation among the milk union and district co-operative society.
• To own manufacture cattle feed, frozen etc.
• To sell the milk products.
• To help financially for the development of unions.
 TABULATION AND CLASSIFICATION OF DATA

TABULATION
When a mass of data has been collected it becomes necessary to arrange the same
in kind of concise logical order. The tabulated data is presented in the form of tables with
interpretation through graph. Bar diagram and charts are drawn for the better
appreciation of the analysis. This procedure is refereed to as Tabulation. Thus tabulation
is the process of summarizing raw data and displaying the same in compactform for further
analysis. Tabulation is an orderly arrangement of data in columns and rows.

CLASSIFICATION

Classification is a process of arranging the data into sequence and groups according
to their common characteristics or separating them into different related parts.
Classification of raw date collected was done to reduce large volume to homogeneous
groups and so as to arrive at meaningful relationship. This fact necessitates classification
of data which happens to be process of arranging. Data in groups or classes on the basis
of common characteristics data having common characteristics are placed in one class
and in this way the entire data are divided into a number of group or classes.
 CHAPTER-4
DATA INTERPRETATION

DATA PROCESSING AND ANALYSIS PLAN

The data collected through interview schedule was coded and tabulated on a data
sheet. After tabulation the data has been analyzed. Statistical interpretation show widely
resources vary and how are distributed in relation to the variable being measured.
Various diagrammatic representation like bar graphs, pie charts and tables are used to
represent the information obtained to the reader in an understandable manner
TABLE – 1
BRAND AWARENESS OF NANDINI MILK

Sl. No. Particulars No. of Percentage of

Respondents Respondents

1. Advertisements 45 45 %

2. Neighbours 20 20 %

3. Friends 25 25 %

4. Others 10 10 %

Total 100 100 %

Source: Survey data

Analysis:

From the above table it is observed that 45% of the respondents are aware about
Nandini Milk through advertisements, 25% of them through neighbors, 20% of them
through friends and the rest 10% through different sources.
 GRAPH-1

BRAND AWARENESS OF NANDINI MILK

50%
45%
45%
No of Respondents in Percentage

40%

35%

30%
25%
25%
20%
20%

15%
10%
10%

5%

0%
Advertisements Neighbours Friends Others
Brand Awareness

Advertisements Neighbours Friends Others

Source: Table 1
 TABLE-2
PREFERENCES OF NANDINI MILK

Sl. Particulars No. of Percentage of

No
Respondents Respondents
.
1. Affordable 10 10 %

2. Availability 40 40 %

3. Good Quality 45 45 %

4. Others 5 5%

Total 100 100 %

Source: Survey data

Analysis:
From the above table it is observed that 10% of the respondents prefer the Nandini
Milk because of its affordability, 40% of them because of its availability, 45% of them
because of it’s good quality and the rest because of other various factors.

GRAPH-2

PREFERENCES OF NANDINI MILK

50%
45%
45%
40%
40%
No of Respondents in Percentage

35%

30%

25%

20%

15%
10%
10%
5%
5%

0%
Affordable Availability Good Quality Others
Preference

Affordable Availability Good Quality Others

 TABLE-3
FREQUENCY OF MILK PURCHASE

Sl. Particulars No. of Percentage of

No.
Respondents Respondents

1. Daily 80 80 %

2. Once in two days 10 10 %

3. Once in a week 8 8%

4. Twice in a week 2 2%

TOTAL 100 100 %

Source: Survey data

Analysis:
From the above table it is observed that 80% of the respondents purchase Nandini
Milk daily, 10% of them in once in two days, 8% purchase once in a week and the rest 2%
of the respondents purchase twice in a week.

GRAPH – 3

FREQUENCY OF MILK PURCHASE

90%
80%
80%
No of Respondents in Percentage

70%

60%

50%

40%

30%

20%
10%
8%
10%
2%
0%
Daily Once in two Once in a week Twice in a week
days
Frequncey of Purchase

Daily Once in two days Once in a week Twice in a week

 TABLE-4
QUANTITY OF MILK PURCHASE
Percentage of
Sl.No Particulars No of Respondents
Respondents
1 1-2 Lts 65 65%
2 2-3 Lts 21 21%
3 3-4 Lts 8 8%
4 Above 4 Lts 6 6%
Total 100 100%

Source: Survey data

Analysis:
From the above table it is observed that 65% of the respondents purchase 1 – 2
litresdaily, 21% of them purchase 2 – 3 litres daily, 8% of them purchase 3 – 4 litres daily
and the rest 6% purchase above 4litres in day.
GRAPH-4

QUANTITY OF MILK PURCHASE

70% 65%
No of Respondents in Percentage

60%

50%

40%

30%
21%
20%

10% 8%
6%

0%
1 – 2 Lts 2 – 3 Lts 3 – 4 Lts Above 4 Lts
Quantity of Milk Purchase

1 – 2 Lts 2 – 3 Lts 3 – 4 Lts Above 4 Lts

Source: Table 4
 TABLE-5
SUPPLY OF MILK
Sl.No Particulars No of Respondents Percentage of Respondents
1 Dairy 10 10%

2 Agency 40 40%

3 Salesman 35 35%

4 Others 15 15%

Total 100 100%

Source: Survey data

Analysis:
From the above table it is observed that 10% of the respondents get the milk
through dairy, 40% of them through agency, 35% through Salesman and the rest of the
respondents get the supply from different sources.
GRAPH-5

SUPPLY OF MILK

45%
40%
40%
No of Respondents in Percentage

35%
35%
30%
25%
20%

15%
15%
10%
10%
5%
0%

Dairy Agency Salesman Others

Supply of Milk

Dairy Agency Salesman Others

Source: Table 5
 TABLE-6
DELIVERY SCHEDULE

Sl.No Particulars No of Respondents Percentage of Respondents

1 Strongly Satisfied 10 10%

2 Satisfied 38 38%

3 Moderate 35 35%

4 Dissatisfied 8 8%

5 No Satisfaied 9 9%

Total 100 100%

Source: Survey data

Analysis:
From the above table it is observed that 10% of the respondents are really
satisfied with the delivery of the milk, 38% of them are satisfied, 35% of them are
moderately satisfied with the delivery, 8% are dissatisfied and the rest of the respondents
are not satisfied at the delivery of the milk.
GRAPH-6
DELIVERY SCHEDULE

40% 38%
35%
35%
No of Respondents in Percentage

30%

25%

20%

15%

10%
10% 9%
8%

5%

0%
Strongly Satisfied Moderate Dissatisfied Not Satisfied
satisfied
Delivery Schedule

Strongly satisfied Satisfied Moderate Dissatisfied Not Satisfied

 TABLE-7
PRICES OF NANDINI MILK

Sl.No Particulars No of Respondents Percentage of Respondents

1 High 48 48%

2 Medium 42 42%

3 Low 10 10%

Total 100 100%

Source: Survey data
Analysis:
From the above table it is observed that 48% of the respondents feel that the price
of Nandini Milk is high, 43% find it medium and the rest 10% find the price to be low.
GRAPH-7

PRICES OF NANDINI MILK

60%

50% 48%
No of Respondents in Percentage

42%

40%

30%

20%

10%
10%

0%

High Medium Low

Price

High Medium Low

Source: Table 7
 TABLE-8
QUALITY OF MILK

Sl.No Particulars No of Respondents Percentage of Respondents

1 Excellent 9 9%

2 Good 60 60%

3 Average 25 25%

4 Poor 6 6%

Total 100 100%

Source: Survey data

Analysis:
From the above table it is observed that 9% of the respondents feel the quality of
Nandini Milk is excellent, 60% feel that it is good, 25% of them feel it to be average and
the rest 6% of the respondents feel the quality is poor.
GRAPH-8

QUALITY OF MILK

70%
60%
60%
No of Respondents in Percentage

50%

40%

30% 25%

20%

9%
10% 6%

0%
Excellent Good Average Poor
Quality of Milk

Excellent Good Average Poor

Source: Table 8
 TABLE-9

SATISFACTION REGARDING PACKAGING

Sl.No Particulars No of Respondents Percentage of Respondents

1 Yes 75 75%

2 No 25 25%

Total 100 100%

Source: Survey data

Analysis:
From the above table it is observed that 75% of the respondents are satisfied with
the packaging of Nandini Milk and the rest 25% are not satisfied.

GRAPH-9

IF NANDINI MILK IS NOT AVAILABLE WHICH

BRAND IS PREFERABLE

25%

75%

Yes

Source: Table 9
 TABLE-10
IF NANDINI MILK IS NOT AVAILABLE WHICH BRAND IS PREFERABLE

Sl.No Particulars No of Respondents Percentage of Respondents

1 Heritage 48 48%

2 Arokya 11 11%

3 Nilgiris 30 30%

4 Loose milk Vendor 7 7%

5 Others 4 4%

Total 100 100%

Source: Survey data

Analysis:
From the above table it is observed that 48% of the respondents prefer Heritage if
Nandini is not available, 11% prefer Arokya, 30% prefer Nilgiris, 7% opt for loose milk
vendors and the rest 4% prefer other brands if Nandini is not available.\

GRAPH-10
IF NANDINI MILK IS NOT AVAILABLE WHICH
BRAND IS PREFERABLE

60%

50% 48%
No of Respondents in Percentage

40%

30%
30%

20%
11%
10% 7%
4%

0%
Heritage Arokya Nilgiris Loose milk Others
vendor
Alternate Preference

Heritage Arokya Nilgiris Loose milk vendor Others

 TABLE-11
CLASSIFICATION OF RESPONDENTS ON THE BASIS OF THEIR PURCHASING
SCHEDULE OF NANDINI MILK

Sl.No Particulars No of Respondents Percentage of Respondents

1 Morning 65 65%

2 Evening 11 11%

3 Both times 9 9%

4 Any time 15 15%

Total 100 100%

Source: Survey data

Analysis:

The above table shows that, 65%of the respondents purchase Nandini Milk in the

Morning, 11% of the respondents purchase Nandini Milk in the Evening, 9% of the

respondents purchase Nandini Milk both in the Morning & Evening & 15% of the

respondents purchase Nandini Milk any time according to their convenience.

The above data indicates that most of the respondents purchase Nandini Milk in

the morning time.

 GRAPH-11

CLASSIFICATION OF RESPONDENTS ON THE BASIS

OF THEIR PURCHASING SCHEDULE OF NANDINI MILK

70%
65%
60%

50%

40%
Percentage

30%

20%

10% 15%
11% 9%

0%
Morning Evening Both Anytime

Purchasing Schedule
 TABLE-12
CLASSIFICATION OF RESPONDENTS ON THE END USE OF NANDINI MILK

Sl.No Particulars No of Respondents Percentage of Respondents

1 Coffee 23 23%

2 Tea 19 19%

3 Curds 15 15%

4 Sweets 10 10%

5 Milk 33 33%

Total 100 100%

Source: Survey data

Analysis:

When the respondents were asked about the end use of Nandini Milk, 23% of the
respondents said they use Nandini Milk to make Coffee, 19% of the respondents said
they use Nandini Milk to make Tea, 15% of the respondents said they use Nandini Milk
to make curds, 10% of the respondents said they use Nandini Milk to make sweets & 33%
of the respondents said they use Nandini Milk as it is for drinking purpose.

Majority of the respondent’s end use of Nandini milk is for drinking

purpose.
 GRAPH-12

CLASSIFICATION OF RESPONDENTS ON THE END USE

OF NANDINI MILK

35%
33%

30%

25%
23%

20% 19%
Percentage

15%
15%

10% 10%

5%

0%

Coffee Tea Curds Sweets Milk

End Use
 TABLE-13
CLASSIFICATION OF RESPONDENTS ON THE BASIS OF THEIR SOURCE OF
PURCHASE OF NANDINI MILK

Sl.No Source of Purchase No of Respondents Percentage of Respondents

1 Cash 79 79%
2 Coupon 21 21%
Total 100 100%

Source: Survey data

Analysis:
The above table shows that, 79% of the respondents source of purchase of
Nandini Milk is through cash & 21% of the respondents source of purchase of Nandini
Milk is through coupon.

Maximum Number of respondent’s source of purchase of Nandini Milk is through

cash.
GRAPH-13

CLASSIFICATION OF RESPONDENTS ON THE

BASISOF THEIR SOURCE OF PURCHASE OF
NANDINI MILK

21%

79%

Cash Coupen
 TABLE-14
CLASSIFICATION OF RESPONDENTS ON THE BASIS OF THEIR OPINION
TOWARDS THE DESIGN OF NANDINI MILK SACHETS

Sl.No Source of Purchase No of Respondents Percentage of Respondents

1 Attractive 73 73%
2 Not Attractive 27 27%
Total 100 100%

Source: Survey data

Analysis:

When the respondents were asked about their opinion towards the design of Nandini
Milk sachets, 73% of the respondents were of the opinion that Nandini milk Sachets are
Attractive & 27% of the respondents were of the opinion that Nandini milk Sachets are
Not Attractive.
Majority of the respondents are of the opinion that the design of Nandini Milk
sachets is Attractive.
GRAPH-14

CLASSIFICATION OF RESPONDENTS ON THE BASIS OF

THEIR OPINION TOWARDS THE DESIGN OF NANDINI
MILK SACHETS

73%

27%

Attractive Not Attractive

 TABLE-15

CLASSIFICATION OF RESPONDENTS ON THE BASIS OF THEIR OPINION

TOWARDS THE SHELF LIFE OF NANDINI MILK IF REFRIGERATED

Sl.No Source of Purchase No of Respondents Percentage of Respondents

1 Satisfactory 66 66%
2 Unsatisfactory 34 34%
Total 100 100%

Source: Survey data

Analysis:
When the respondents were asked about their opinion towards the shelf life of
Nandini Milk if refrigerated, 66% of the respondents said that shelf life of Nandini Milk
if refrigerate is Satisfactory & 34% of the respondents said that shelf life of Nandini Milk
if refrigerate is Unsatisfactory.
Majority of the respondents are of the opinion that the shelf life of Nandini Milk if
refrigerated is satisfactory.
GRAPH-15

CLASSIFICATION OF RESPONDENTS ON THE

BASIS OF THEIR OPINION TOWARDS THE SHELF
LIFE OF NANDINI MILK IF REFRIGERATED

34%

66%

Satisfactory Unsatisfactory
 TABLE-16
CLASSIFICATION OF RESPONDENTS ON THE BASIS OF THEIR OPINION
TOWARDS THE PREPARATION OF CURDS FROM NANDINI MILK

Sl.No Source of Purchase No of Respondents Percentage of Respondents

1 Satisfactory 83 83%
2 Unsatisfactory 17 17%
Total 100 100%

Source: Survey data

Analysis:
When the respondents were asked about their opinion towards the
preparation of curds from Nandini Milk, 83% of the respondents said that the
curds prepared from Nandini Milk is Satisfactory & 17% of the respondents said
that the curds prepared from Nandini Milk is unsatisfactory Satisfactory.
Majority of the respondents are of the opinion that the preparation of curds
from Nandini Milk is satisfactory.
GRAPH-16

CLASSIFICATION OF RESPONDENTS ON THE BASIS

OF THEIR OPINION TOWARDS THE PREPARATION OF
CURDS FROM NANDINI MILK

17%

83%

Satisfactory Unsatisfactory
 CHAPTER-5

FINDINGS AND SUGGESTIONS

FINDINGS

1) 55% of the customers come under the age group of 13-50.

2) Customers purchase milk through cash, i.e. 79%.

3) The service rendered by the delivery boys are satisfactory, i.e. 60%.

4) The design of Nandini milk sachets is quite attractive, i.e. 73%.

5) The promptness of consumer redressal by bangalore dairy is satisfactory, i.e. 60%.

6) 78% of the respondents are not satisfied with the quality of curd that is prepared at home
by using Nandini milk because the taste is not good.

7) The overall opinion about Nandini milk is good because majority of respondents are
satisfied with Nandini milk.

8) Majority of respondents use Nandini milk for the purpose of coffee, i.e. 40%.

9) 63% of the respondents are satisfied with Nandini ghee, 83% of respondents are
satisfied with Nandini curd, 88% of the respondents are satisfied with butter milk
and 68% of respondents are satisfied with the flavored milk.

10) Milk is easily available in most of places of Bangalore city, i.e. 78%.

11) Most of the respondents purchase Nandini Milk in the morning i.e. 65%.

12) Most of the respondents are satisfied if Nandini Milk is refrigerated.

13) 38% of the respondents prefer Nandini Milk for brand loyalty.

14) 59% of the respondents are females.

15) Most of the respondents are employees.

SUGGESTIONS
Based on the data collected through survey certain suggestions are made
for Bamul, they are following

1) From the analysis, it was found that 38% of the respondents are satisfied with the
service offered by Nandini milk. So, the company should try to maintain as well
as improve the satisfaction level of the customers.
2) It was observed from the survey 75% of respondents are satisfied with the design of
Nandini milk sachets. So, the company should not change the packaging of Nandini
milk sachets.
3) It was found out from the survey that 60% are satisfied with the quality of milk. So the
company should try to raise the quality of milk.
4) It was also found that 48% of the respondents feel that price of Nandini Milk is higher
,so the company should look forward to make it more affordable ,hence increasing
its demand in the market.
5) The company should also increase its overall distribution facilities across Bangalore
city i.e, increase the number of outlet.
6) It was found that 33% respondents suggest that Nandini Milk should improve its
thickness.
CONCLUSION

From the analysis and subsequence research done, it was found that
Nandini Milk (Bamul) has provided good service to the customers. The customers are
satisfied with the packaging of Nandini milk sachets. From the survey, it was found out
that Nandini milk is available in all parts of the city. The respondents also feel that prices
could be more affordable compared to other brands existing in the market. The number
of Nandini milk outlets can also be increased to enhance its availability as well as
popularity in the market.

Overall, customers are satisfied with the Nandini Milk.

QUESTIONNAIRE

A study on the customer satisfaction level towards Nandini milk with

reference toBAMUL at Bangalore city
(Research instrument)

1) Name:

2) No. of family members:

3) How did you come to know about this brand of milk ?

a) Advertisement

b) Neighbors

c) Friends

d) Others

4) Why do you prefer Nandini milk?

a) Affordable
b) Availability
c) Good quality
d) Others

5) Which type of milk do you prefer?

a) Toned milk
b) Homogenized toned milk
c) Full cream milk

6) How often would you purchase?

a) Daily
b) Once in two days
c) Once in a week
d) Twice in a week
7) Please mention your quantity of milk?

a) 1-2 lts
b) 2-3 lts
c) 3-4 lts
d) Above 4 lts

8) From where do you get your supply?

a) Dairy
b) Agency
c) Salesman
d) Others

9) What is your opinion about delivery schedule?

a) Strongly satisfied

b) Satisfied

c) Moderate

d) Dissatisfied

e) Not satisfactory

10) What do u feel about the prices of Nandini milk?

a) High

b) Medium

c) Low

11) When you purchase Milk?

Morning [ ] Evening [ ] Both times [ ] Anytime [ ]

12) End use of Milk

Coffee [ ] Tea [ ] Curds [ ] Sweets [ ] Drinking Purpose [ ]
13) Source of purchase of Nandini Milk?

Cash [ ] Coupon [ ]

16) What is your opinion on the design of Nandini Milk sachets?

Attractive [ ] Not Attractive [ ]

17) What is your opinion on the shelf-life of Nandini Milk if refrigerated?

Satisfactory [ ] Unsatisfactory [ ]

18) What is your opinion about Nandini Curds?

Very Good [ ] Good [ ] Satisfactory [ ] Poor [ ]

BIBLIOGRAPHY

1. MARKETING MANAGEMENT By Kotler , Philip & Kevin Keller , Pearson

Education, Twelfth Edition 2007,Delhi.
2. CONSUMER BEHAVIOR by Hawkins, Best & Coney, Tata Mcgraw Hill Edition
2003,Delhi

WEBSITE

www.kmfnandini.com

www.wikipedia.com