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INSTITUTE INFORMATION
TECHNOLOGY&MANAGEMENT OF ITM UNIVERSE,
GWALIOR (M.P.)
IMPACT OF SANCHI PRODUCTS ON
CUSTOMER SATISFACTION
IN GWALIOR REGION
FOR PARTIAL FULFILLMENT OF THE REQUERMENT
FOR
THE DEGREE OF
MASTER OF BUSINESS ADMINISTRATION
SUBMITTED TO
IITM, ITM UNIVERSE, GWALIOR
Submitted By

M.B.A. IIl Sem. (IITM)

ACKNOWLEDGEMENT

A successful research could not be done without any inspiration, guidance

and help from different persons in the society of modern corporate world.
I am extremely thanks to Mr.Kailash Vijayvargeeya (ASSISTANT
MARKETING MANAGER) for giving us an opportunity to do summer
training in their esteemed organization.
I am extremely thanks to professor Dr. Yogesh Upadhyay director of
management studies for given us an opportunity to do us summer training
in their esteemed organization.
I am extremely thanks Dr. Vandana Bharti (Faculty Mentor) whose
corporation even encouraging support, informal behavior, friendly;
guidance has helped me at every instance.
Last but not least, I am extremely thanks to those people who give me
direct and indirect cooperation during my summer training.

Date:

Place: Gwalior

..
M.B.A.III SEM

DECLARATION

I student of M.B.A. IIl sem. from INSTITUTE

of INFORMATION TECHNOLOGY & MANAGEMENT College,
Gwalior (M.P.) declare that all the information, facts and figures
represented in this report are actually inside on my opinion and in the
market research in analyzing the IMPACT OF
CUSTOMER
SATISFACTION (ANALYSIS OF SANCHI PRODUCTS) with special
reference to GWALIOR SAHAKARI DUGDH SANGH MARYADIT,
GWALIOR.

Date:

..
M.B.A. (IIIsem)

Place: Gwalior

INDEX
Chapter 1 -Introduction of Industry and Organization
History
Development
Current Trends
Manufacturing Industry in Gwalior
Chapter 2 Topic Introduction
Chapter 3 -Research Methodology
Objective of Study
Research Design
Scope of Study
Hypothesis
Data Collection
Review of Literature
Limitations of Study
Significance of Study
Chapter 4 -Data Interpretation and Analysis
Data analysis
Data Interpretation
Chapter 5-Findings, Suggestion and Conclusion
Bibliography
Annexure

PREFACE

It is said that without theory, practice is blind and without practice theory
is meaningless. Hence practical training has been made integral part of
the management education in India.
It exposes the potential of manager of the future to the actual tune of
working environment present is dynamic organization.
The marketing concept is built in premise that marketers just identify
consumer needs and then develop product and services satisfy those
needs.
Consumer research is very important term by this we can identify the
brand awareness of the product of the company and if helps in
development and innovation of product and in development marketing
strategies.
I Completed summer training in the guidance of my mentor .it was really
good for me .I completed this project with the help of friends, teachers,
customers.
Thanks to all those who help me directly and indirectly in this project.

CHAPTER -1
INTRODUCTION OF
INDUSTRY
&
ORGANIZATION

INDUSTRY PROFILE
Introduction
The dairy sector in the India has shown remarkable development in the
past decade and India has now become one of the largest producers of
milk and value-added milk products in the world. The dairy sector has
developed through co-operatives in many parts of the State. During 199798, the State had 60 milk processing plants with an aggregate processing
capacity of 5.8 million liters per day. In addition to these processing
plants, 123 Government and 33 co-operatives milk chilling centers
operate in the State. With the increase in milk production. Maharashtra
now regularly exports milk to neighboring states. It has also initiated a
free school feeding scheme, benefiting more than three million school
children

from

over

19,000

schools

all

over

the

State

Indian dairy industry

Dairy is a place where handling of milk and milk products is done and
technology refers to the application of scientific knowledge for practical
purposes

Dairy Industry in India

More than 2,445 million people economically active in agriculture in the
world, probably 2/3 or even more of them are wholly or partly
dependent on livestock farming. India is endowed with rich flora & Fauna
& continues to be vital avenue for employment and income generation,
especially in rural areas. India, which has 66% of economically active
population, engaged in agriculture, derives 31% of Gross Domestic

Product GDP from agriculture. The share of livestock product is

estimated at 21% of total agricultural sector.
Contribution of live stock sector to gross domestic product
(Percentage contribution)
1950-51 1990-91
63.5
67.0
12.0
16.0
4.1
3.1
1.3
0.3
16.5
10.0

Live stock populations:

Number of animals (in thousand)
(Source: production yearbook 1995 /FAO statistics division)
Sheeps Goats Pigs Chickens Cattle
45000 119242 11780 435 194655
Buffaloes Horses Mules Camels
79500
990 1742 1520
(Source Indian Dairy man, 50:1998)
Cattle Buffalo Total (1996)
(millions)

DEVELOPMENT
Milk Production
1950 17 million tones
1996 70.8 million tonnes
1997 74.3 mT
(Projected) 2020 240 mT
Expected to reach- 220 to 250 mT 2020
India contributes to world milk production rise from 12-15 % & it will
increase unto 30-35% (year 2020)
Average milk production / year
America 6874 Kg/ year
Denmark 6223 Kg/year
Holland 5751 Kg/year
India
552 Kg/year

Average Productivity

2.4 kg/day or 732 kg/lactation/cow

China: 1600 kg/lactation

America 7200 kg/lactation

Percapita availability:
Recommended 210 gm

India
1950 132 gm
1997 214 gm
2020 290 gm
India contributes 35% of total Asian milk
Dairy Industry profile 1997
Human Population

953 million (70 million dairy

Milk production

farmers)
74.3 million tonnes (203.5 million 1

Average annual growth rate (1996-

pd)
5.6%

2000)
Per capita milk availability
Milch animals

214 gm/day or 78 kg/year

57 million cows;
39 million buffaloes

Milk yield per breedable bovine in milk

Cattle feed production (organized sector)

1,250kg
1.5 million

Turnover of veterinary pharmaceuticals

Dairy plants throughout
Throughout as percentage of total milk output
Value of output of milk group (1994-95) (Based on

tonnes
Rs 550 crores
20 mlpd
10
Rs 50,051

producers price)
Value of output of dairy industry (Based on retail price)

crores
Rs 105,000
crores

Projected milk production at different rates of annual growth 1995 to

2000
year @5% @5.5% @6%
1995 66.3 66.3 66.3

1996
1997
1998
1999
2000

69.3
73.1
76.7
80.6
84.6

70.0
74.0
78.0
82.3
86.8

70.2
74.4
78.8
83.5
88.5

Milk Composition
Sr.

Constituents

no
1
Moisture (gm)
2
Protein (gm)
3
Fat (gm)
4
Minerals (gm)
5 Carbohydrates (gm)
6 Energy calories (kcal)

Buffalo Cow Goat Liquid skimmed milk

81.00
4.30
6.50
0.80
5.00
117.00

87.50
3.20
4.10
0.80
4.40
67.00

86.80
3.30
4.50
0.80
4.60
72.00

92.10
2.50
0.10
0.70
4.60
29.00

7
8
9

Calcium (mg)
Phosphorus (mg)
Iron (mg)

210.00 120.00 170.00

130.00 90.00 120.00
0.20 0.20 0.30

120.00
90.00
0.20

Indian Buffaloes: (Dairy business Directory 1996)

Buffaloes are classified into two categories;
1) Reverie (depending upon variation in their habitat & genome)
2) Swamp
Swamp buffaloes: - 48 chromosomes
South East Asian countries
Stocky animals, marshy land habitat

CURRENT TRENDS
FIELD OPERATION
The Field Operation activities begin with organization of Dairy Cooperative Societies in the rural areas and end with milk transportation to
the dairy dock. The basic Field Operations include:-

 Organization of Dairy Co-operative Societies on 'Anand' pattern.

Organizing milk producers farmers' training programs for formation of
co-operatives, awareness to co-operative principles & milk production
enhancement techniques etc.
Procurement and transportation arrangement of milk.
Providing Technical Input services to the milk producer farmers for
milk production enhancement such as Animal Health Care
(First Aid & Emergency), Artificial Insemination, Balanced Cattle feed
and improved fodder seed etc.

Preference to economically weaker sections, small & marginal farmers,

scheduled caste / tribe categories in various activities.
PLANT OPERATION
The plant operation activities begin with receipt of
milk at the Chilling Centre / Dairy Dock and end
with dispatch of milk & milk products for
distribution.

The

basic

activities

of

Plant

Operations include:-

1.Reception of milk at Chilling Centre / Dairy Dock.

2.Testing of milk.
3.Milk Pasteurization
4.Milk Chilling
5.Milk Packing
6.Manufacturing & packing of Main products like Ghee, SMP, and White
Butter & Table Butter.
7.Manufacturing & packing of indigenous products like Shrikhand,
Lassi, Peda, Salted & Plain Butter Milk, and Flavored Milk etc.
8.Storage of products

MARKETING DEPARTMENT
The Marketing Activities at the Milk
Unions/MPCDF can be summarized here under:1.Marketing of different types of milk in different
pack sizes (Full Cream Milk, Standard Milk,

Toned Milk, Double Toned Milk, Skimmed Milk etc.) under the brand
name "Sanchi".
2.Marketing of Indigenous fresh milk products (Ghee, Flavored Milk,
Butter Milk, Shreekhand, Sweet Curd, Mattha, Dahi, Lassi, Peda,
Chakka, Mawa, Paneer etc.) under the brand name "Sanchi" within the
state.
3.Sales Promotion and advertising
4.Sale of surplus milk to the other cooperative Milk Unions under the
State Milk Grid (SMG) and to other Cooperative Organizations / Milk
Unions outside the state under the National Milk Grid (NMG).
5.Marketing of Ghee, Skimmed Milk Powder (SMP) and Table Butter
under the brand name "Sneha" by MPCDF (products manufactured by the
Milk Unions) outside the state.
6.Consumer Awareness about Pasteurization of milk, "Quality" and
"Hygiene" aspects of "Sanchi" milk and milk products.

7.Distribution System for liquid milk and milk products in the towns.
8.Tapping new areas and townships for sales coverage.
9.Organizing campaigns against adulterated milk.

The marketing department at the sangh is headed by superintendent.

There are two superintendents (city supply) and other is marketing
superintendent (out of city supply).

MARKETING EXECUTIVE

Marketing superintendent
(City supply)

(Five route supervision)

Marketing superintendent
(Out of city supply)

(Tow route supervision)

DISTRIBUTION CHANNEL

The Gwalior dairy is primarily a liquid milk unit. Surplus fat and SNF,
when available are converted into Ghee, White Butter and SMP. The SMP
milk manufacture is mainly used internally for recognition. The dairy has
also produced small quantities of Shree Khand flavored milk and butter
which are sold through dairy booth and parlors.

By the end of 31st March 2003 there were 532 retail outlets for marketing
liquids milk and two agencies which are responsible for the delivery of
Ghee and SMP to retailed dugdh sangh has one level distribution
channels are the liquid milk and product which appropriate because liquid
milk is perishable goods its duration life is very shorts and GDS apply
two level distribution channel for the Ghee and SMP that, duration life
is long comparatively.

MARKETING CHANNEL

One level (for liquid milk)

two level (for other products)

GDS (Producer)

GDS (Producer)

Retailer

Whole Seller or
Agency

Consumers

Retailers

Consumers

SANCHIS MILK PRODUCTS

Sanchi Smart
Double Tonned Milk
Sanchi health is pasteurized double toned milk.
Contains 1.5% fat and 9% solid not fat (SNF).
It is homogenized milk which contains proteins,
minerals and vitamins.
Ideal milk (with less fat) for health conscious persons.
Available in 500 ml and 200 ml pouches in Ujjain, Bhopal, Gwalior,
Indore and Jabalpur milk shed area.

Sanchi Taza
Tonned Milk
Pasteurized and homogenized toned milk.
Contains 3% and 8.5% solid not fat (SNF).
It is balanced milk suitable for every age group.
Available in 200 ml, 500 ml and 1000 ml pouches in Ujjain, Bhopal,
Indore, Gwalior & Jabalpur milk shed area

Sanchi Shakti
Standardized Milk
Sanchi Shakti is pasteurized Standard Milk.
Contains 4.5% fat and 8.5% solid not fat (SNF).
It contains proteins, minerals and vitamins.
Ideal milk tea, curd and other homemade sweets.
Available in 500 ml pouches in Ujjain, Bhopal, Gwalior Jabalpur and
Indore milk shed area.

Sanchi Gold
High Fat Milk
Sanchi health is pasteurized full cream milk
Contains 6% and 9% solid not fat (SNF).
It has high nutritive value with body building proteins,
bone forming minerals and vitamins.
Available in 500 ml and 1000 ml pouches in Ujjain, Bhopal, Indore,
Gwalior & Jabalpur milk shed area.

Sanchi Urja
Double Tonned Flavored Milk
Double toned sterilized flavored milk
Free from micro organism harmful to consumer health. Under
packed conditions, does not need refrigerated storage.
No formation of cream layer due to homogenization.
Permitted fruit flavors / essences together with permitted
(matching) colors and sugar are used
Available in 200 ml glass bottles and poly packs.
Manufactured and sold by Bhopal, Indore, Ujjain, Gwalior & Jabalpur
Sahakari Dugdha Sangh from their exclusive milk parlors in towns and
other agencies

Sanchi Shrikhand
Semi-soft, sweetish-sour, whole milk product prepared by traditional
method from lactic fermented curd
The chakka is mixed with required amount of sugar and
natural cardamom
It is available in 100gm and 500 gm plastic cups.

 Manufactured and sold by Bhopal, Indore, Jabalpur, Ujjain and Gwalior

Sahakari Dugdha Sanghs from their exclusive milk parlors in
towns/railway station and other agencies
Shelf life is 3 days when stored under refrigeration
A delicious substitute for food when away from home and during
fasting
Sanchi Lassi
A delicious dairy product made from fresh milk and prepared from
whole milk contains sugar and permitted flavor.
Sanchi lassi contains appreciable amount of milk protein and
phospholipids and an excellent beverage for quenching thirst.
It is available in 200 ml plastic glasses.
Manufactured and sold by Bhopal, Indore, Jabalpur, Ujjain and Gwalior
Sahakari Dugdha Sanghs from their exclusive milk parlors in
towns/railway station and other agencies
Shelf life is 3 days when stored under refrigeration
Drink to get sweetish sour mouth licking taste
Sanchi Butter Milk (Mattha)
Good beverage for quenching thirst by reason of its lactic acidity.
Contains zeera, black pepper, salt to give it a nutritious
value.

 It has nutritious values and therapeutic properties

It is available in 200 ml poly pack.
Manufactured and sold by Bhopal, Indore, Jabalpur, Ujjain and Gwalior
Sahakari Dugdha Sanghs from their exclusive milk parlors in
towns/railway station and other agencies
Shelf life is 2 days when stored under refrigeration
Quench your thirst with salt and spice

Sanchi/Sneha Ghee
Richest source of milk fat, prepared from
direct heating of milk cream usually obtained
by normal separation of milk.
It has fine Grains, and good keeping
qualities.
Good source of Vitamin A,D,E & K
Available in duplex refill packs of 200 ml, 500 ml, 1liter, 5 liter tin / jar,
15 liter tin / jar .
Manufactured and sold by Bhopal, Indore, Jabalpur, Ujjain and Gwalior
Sahakari Dugdha Sanghs from their exclusive milk parlors in
towns/railway station and other agencies

 Best before 180 days.

Sanchi sneha Skimmed Milk Powder
Spray dried, instantly soluble milk powder obtained from the
skim milk of cow or buffalo milk by removal of water.
An ideal dietary supplement for low calories and high protein
diet. Can be conveniently used for making tea, coffee, curd (dahi),
chenna, lassi, pudding and other milk based sweets
Available in 200 gm, 500 gm, duplex refill packs and 25 Kg bags.
Manufactured and sold by Indore and Gwalior Sahakari Dugdha Sanghs
from their exclusive milk parlors in towns and other agencies
Best before 180 days.
Most ideal instant soluble dry milk to be at your home. Bake or make
ice-cream, tea or sweet meat

Sneha Table butter

A fat concentrate, obtained by churning of cream gathered from fresh
milk of cow & buffalo
Has a creamy pleasant delicate aroma. salt and
permitted butter colors are also added to give rich
especially tailored to Indian taste
Can be used as spreading on bread , toppings on parathas , rotis , puris ,
and other foods

 It is ideal in backing and cooking and to spread on bread

Available in 200 gm & 500 gm duplex refill packs.
Best before 180 days.
Matches the brand leader in quality and taste
Shelf life 12 months when stored under refrigeration at minus 24oC
temperature.

MANUFACTURERING INDUSTRY IN GWALIOR

ORGANISATIONAL PROFILE
GWALIOR SAHAKARI DUGDH SANGH MARYADIT
Add: - Gola Ka Mandir, Residency Road, Gwalior (M.P.)
Ph. No. 0751-2365523 (G.M.), 0751-2368107 (Mrtg.)
Fax No. 0751-2366981
E-mail: mpedfgwl@sancharnet.in
Website: www.mpcdf.nic.in
Gwalior Sahakari Dugdh is registered on 4th July 1983 under M.P. Cooperative Society Act 1960.IT Is ISO certified company
The Government milk supply scheme was a department of the
government of Madhya Pradesh Catering to the requirement of milk
product of the city of Gwalior.
In yearly 1970 the Government of Madhya Pradesh had initiated cooperative dairying as the model of Dairy development in the state and
financial assistance from the World Bank (IDA) was obtained in 1975.

The Madhya Pradesh state Dairy development corporation was set-up as

the implementing agency for this programs in 1983 this function was
handling over to the Madhya Pradesh State Co-operation Dairy Filtration
when the state was covered under the operation food program. District
level established the dairy plant namely Indore, Bhopal, Ujjain, Sagar,
Jabalpur, Raipur and Gwalior.

Gwalior Sahakari Dugdh Sangh is having sophisticated milk plant with

new technology at Banmor Industrial Area, District Morena New Dairy
Plant was established in the year 1987 and collecting milk from farmers
of registered 450 primary milk cooperative society situated in the milk
shed area of Gwalior Dugdh Sangh include Gwalior, Datia, Shivpuri,
Bhind, Morena and Sheopurkalan etc.

The union has location advantage as the dairy plant is situated in midest
of Bhind, Morena district. The estimated agglomerated. Population in the
urban area of the milk shed is around 11 lacks. The strategy advantage of
the main dairy plant lays its proximity and accessibility through the
national highway to the large market of the metropolis of Agra, Delhi and
the surrounding area.

GWALIOR SAHAKARI DUGDH SANGH (GDS)

Address
Districts Covered

Gola Ka Mandir, Gwalior

Gwalior, Bhind, Morena, Shivpuri, Datia,
Sheopur

Processing Capacity

2.00 Lac Liter/Day

Drying Capacity

10 MT/Day

Dairy Plant / Chilling

Banmore (Morena), Mehgaon, Daboh, Sheopur,

Centers / IMC Units

Shivpuri, Datia, Dabra

Cattle feed Factory

Integrated Dairy
Development Project
Women Dairy
Development Project
Clean Milk Production
Project

Sheopur

Morena

Gwalior, Bhind, Morena, Datia

Various type of liquid milk, Ghee, Skimmed

Products

Milk Powder, White Butter, Shrikhand, Lassi,

Peda, Flavored Milk, Butter Milk, Paneer, Curd,
Ice-cream

1.
COOPERATIVE CHIEF EXECUTIVE OFFICER

GWALIOR SAHAKARI DUGDH SANGH MARYADIT, GWALIOR

(M.P.)

Chief Executive Officer

: Mr. S.K. Singh Gaur

Field operation (A.G.M.)

: Mr.Dr.N.L.Tyagi

Marketing (A.G.M.)
Manager Plant & Operation

:
:

Mr. D.D. BATNAGAR

Head MIS
Finance (A.G.M.)

Mr. D.P. SINGH

:
:

Mr. S. S. Ali
Mr. K.S. SHARAMA

ADMINISTRATIVE (MANAGER)

PRODUCTION OFFICER

MIS.

PURCHASE DEPARTMENT

Mr. RAJIV TOMAR

QUALITY CONTROL

Mr. MAHESHWARI
SHIKA DUBE

Mr. C.P. SINGH

CHAPTER-2
TOPIC INTRODUCTION

CUSTOMER SATISFACTION
A customer satisfaction is the most important visitor on our premises.
He is now dependent in us. We are dependent on him. He is not an
interruption in our work. He is the purpose of it. He is not an outsider to
our business. He is part of it. We are not doing him a favor by serving
him. He is doing us a favor by giving an opportunity to do so.
In market economy, the clich the customer is well known and never
failing in its veracity. Tam purpose is customer satisfaction to a degree
threats his/her expectations are to be not only met but also exceeded. So
delight customer. Edwardss deming said so that he/she continues to do
repeat business with the organization. Customer satisfaction should be the
primary driving force of most of the TQM initiatives.
The business, in is said by sir Richard Green bury, chairman, Marks &
Spencer: we do not need financial pundits to tell us how to run our
business, we have customers who tell us. yoshiro Olishima, General
manager, Minolta said: the customer prizes are the ones that count.
By the above discussion it is clear that business cannot survive without
satisfied customer. Yet in many companies, only a small proportion of
management effort is spent on customers. World over those companies
who have prospered by aligning the business around customer needs.
Plan to spend more time this way, attracting customers today is very
tough. Losing them is disastrous. Just satisfying the customers may not be
enough. The competitive edge would only come from customer delight.
So we can say that satisfaction as an overall evolution based on total
consumption & experience or it is an aggregate level of measurement

capturing a consumers overall or global satisfaction with a product &

services.
IMPACT OF DEMOGRAPHY (SANCHI PRODUCTS) ON
CUSTOMER SATISFACTION
SANCHI PRODUCTS
A name, term, sign, symbol or design or a combination of them, intended
to identify the goods or services of one seller or group of sellers and to
differentiate them from
Those of competitors. We can say sanchi products is fantastic brand in
market mostly household use in daily life because it is cheaf & tasty and
100% pure
COMPETITORS
There are so many competitors of sanchi
AMUL
NOVA
PARAS
MOHANBHOG
DWARICA
Mother dairy

Consumers tend to make purchasing decisions based on peer

recommendations and direct experience, as well as traditional advertising
method. This is why it is necessary to build brand awareness strategies
out by instilling trust among consumers. We know sanchi is a brand

according to customer other ghee are not 100% pure and more tasty and
cheaper then Sanchi
One more feature of sanchi products that it is made by pure milk & by
scientific method so it is more preferable by customer I did survey in the
market and find in GWALIOR MOSTLY people is consume sanchi
products.
Competitors use different strategies for attracting the customers like
discount, packaging, lower price etc. SANCHI also providing many
facilities to customers.

CHAPTER -3
RESEARCH
METHODOLOGY

OBJECTIVES OF STUDY
1. To study customer satisfaction of sanchi product

2. Analysis the responsiveness &organization towards customers

3. Analysis the quality and performance of sanchi products

4. You evaluate the competitiveness of sanchi products

5. You analyze the overall performance of sanchi

RESEARCH DESIGN
The Problem discovery is an incomplete process, if it is done without
looking of marketing Research design.
Here for research purpose descriptive study is done as we have relevant
information but the problem is to describe the relationships between
marketing problem and the available information.

SCOPE OF THE STUDY

A strong focus on customer satisfaction will help companies to
unshackle of in grained customer expectation themselves from the
constraints
Customer satisfaction research helps companies to develop the products
quality
It helps in promotion decisions and other marketing mix decisions
It is necessary for market targeting
It is help full tool in analysis customer feed back thats useful in product
modification

HYPOTHESIS
1. There is significant impact of age on customer satisfaction
2. There is significant impact of gender on customer satisfaction
3. there is significant impact of responsiveness on customer satisfaction
4. There is significant impact of professionalism technical support on
customer satisfaction
5. There is significant impact of quality on customer satisfaction
6. There is significant impact of overall performance of sanchi products
on customer satisfaction

DATA COLLECTION
The task of data collections begins after a research problem has been
defined and research design is chalked out. First of all we should analyses
two types of data.
Primary data- this is the data collocated a fresh and for the first time.
And thus happen to be original in character for the purpose of
research.

investigation at hand there are various methods of collecting

primary data such as

Observation methods

Interview method

Method of questionnaire

Through schedules etc.

I have selected questionnaire method collection the primary data.

2- Secondary data
This is the data collected usually start their investigation by examining
secondary data to see whether their problems could problems could partly
or wholly is solved without collecting costly primary data
Secondary data provide starting points for research and offers by
advantage of low and ready availability. Secondary data can be collected
from various sourced like.

Internal sources

Govt. publications

Periodical and journals

Commercial data

Books, magazine and newspapers

Telephones & internet

SAMPLE SIZE
30Respondents.

RESEARCH APPROACH
Survey

DATA
Primary& secondary both data are use

TYPES OF RESEARCH
Sample was taken randomly

RESEARCH INSTRUMENT
The instrument used was customer satisfaction questionnaire

ANALYSIS TOOLS USED

T-TEST&ANNOVA

Review of Literature
Customer Satisfaction: a comparative analysis of Public and
Private Sector Banks
Sangeeta Aurora & Minakshi Malhotra
The volatility and competition in the financial markets have shaken the
Indian banking Industry from its very roots. In order to survive in the
present day world of intense competition, the banking sector has
transcended the normal banking activities and has diversified into
insurance, merchant banking, factoring, and advisory services, to name a
few. Added to this, is the idea of customer satisfaction which is gaining
momentum by leaps and bounds. Keeping these factors in mind, a
comparative analysis of satisfaction level of public and private sector
banks customers is carried out with a purpose of helping the bank
management to formulate marketing strategies to lure customers towards
them and hence increase customer base.

Protection of Consumers Rights in Bangladesh: Issues and

Challenges
Mohammed Suleiman & A.R. Belal
This paper examines the process of consumers protection in Bangladesh.
The measure/mechanism used for the protection of consumers rights,
such as, legal measures, role of voluntary

Organizations and press media have been discussed in great detail. A

questionnaire survey as carried out to assess the effectiveness of the
measures/mechanisms. The results indicates that legal protection and
role of consumers groups play a satisfactory role (to some extent) to
protect consumers rights in Bangladesh while other measures seem to be
ineffective. The study makes a number of recommendations for the
development of healthy consumer culture in Bangladesh.
The paper concludes by emphasizing that a coordinated approach is
required to solve the problem of consumer exploitation in Bangladesh. In
this regard, all the concerned parties, such as consumers, marketers,
manufacturers, policy makers, government, voluntary organizations and
press media, should take a pro-active role to help development of
consumerism in Bangladesh.

Attributes Influencing Entrepreneurial Behavior of Milk

Producers in Women Dairy Cooperatives
Deepti Saxena & Hema Tripathi
The study was conducted in 10 women dairy cooperative (WDCS) of
Faridpur block of Bareilly District, U.P. which were covered under
Bareilly Dugdh Utpadak Sahkari Sangh Ltd. (BDUSSL). The data were
collected on 11 independent variables and one dependent variable i.e.
entrepreneurial

behavioral

through

personal

interview

schedule

administered on randomly selected 150 women members. The findings

revealed that family education status, attitude towards self employment,
attitude towards income generation, herd size, milk production, milk
marketing, income from dairy enterprise and extent of facilities available
were found positively and significantly correlated with entrepreneurial

behavior (EB) of rural women. Negative but highly significant

relationship was found between entrepreneurial behavior and milk
consumed at home. Age, credit availability had non-significant
relationship with entrepreneurial behavior of rural women. The regression
analysis explained 63.59 percent variability in entrepreneurial behavior
due to milk marketing followed by extent of facilities available.

LIMITATIONS OF STUDY
Limitation of the present study can be summarized below

The respondents were limited and cannot be treated as the whole

population.
The respondents may be biased.
Time was the major constraint.
The accuracy of indications given by the respondents may not be
considered adequate.
Due to language problem it is possible that the respondents are not able
to understand the questionnaire and can cause misleading results.

SIGNIFICANCE OF THE STUDY

The organization should emphasize on effective advertisement.
The organization should start its automatic milk parlor like Mother
Dairy in Delhi.
The sangh should give more stress to product and advertisement
through local cable T.V., News Papers, FM Radio, Hoardings, Pamphlets,
Personnel Selling and Small Samples given by company to their
customers.
The Dugdh Sangh should provide the complaint box at the parlor, if the
customers have any problem about the products quality, services, price
and satisfaction than written complaint drop in to the complaint box at the
parlor.
The Dugdh Sangh provides the proper delivery of the products in
parlor at time to time.
The Dugdh Sangh should be kept in mind the main motive is customer
satisfaction
The Dugdh Sangh should get the feedback of the products and their
services to the customer time to time.
The Marketing strategy is more effective and flexible.
The Dugdh Sangh should invite consumers opinion, their suggestion,
complaints to make possible positive changes in brand or product.
SANCHI should decrease Ghee price
There should be more sanchi outlets in market
Delivery process should be in proper manner
Advertisement should be increase in different areas.

CHAPTER-4
DATA INTERPRETATION
AND ANALYSIS

1. Satisfaction of customers towards the price of SANCHI Products?

Very satisfy

65%

Satisfy

20%

Dissatisfy

10%

Very dissatisfy

5%

Interpretation it is clear that by above graph a big part of consumer

is satisfied by SANCHI price. Some people also dissatisfied by its price,
but it are negligible.

2. Satisfaction of customers about the Performance of SANCHI

Services?

Very satisfy

44%

Satisfy

40%

Dissatisfy

13%

Very dissatisfy

3%

Interpretation - By above graph it is clear that the Performance of

SANCHI Products is also good.

3. Service satisfaction of SANCHI Products?

Very satisfy

63%

Satisfy

17%

Dissatisfy

14%

Very dissatisfy

6%

Interpretation By above graph it is also clear that there are very

good level of service satisfaction of customer towards the SANCHI
Products we get.

4. Customer satisfaction about the Brand Image of SANCHI Products?

Very satisfy

70%

Satisfy

20%

Dissatisfy

9%

Very dissatisfy

1%

Interpretation Here we also find a good level of Brand image

satisfaction of SANCHI Products.

5. Customer satisfaction from Promotion scheme of SANCHI Products?

Very satisfy

19%

Satisfy

38%

Dissatisfy

23%

Very Dissatisfy

20%

Interpretation Here we also get a good response of customers

towards the Promotion scheme of SANCHI Products, but in comparison
of other here we get few less response of customers.

6. Satisfaction about the maintenance of SANCHI Products?

Very satisfy

48%

Satisfy

27%

Dissatisfy

12%

Very dissatisfy

13%

Interpretation As per the above description at this topic we also get

a good response of customer towards the maintenance of SANCHI
Products. There are many customers we are talking and get a very good
response about the SANCHI Products Maintenance.

7. Customer satisfaction about the Benefits of SANCHI Products?

aVery satisfy

44%

Satisfy

31%

Dissatisfy

13%

Very dissatisfy

12%

Interpretation

it is also clear that by above chart the level of

customer among the Benefits of buying SANCHI Products is also very

good.

CHAPTER 5
FINDING SUGGESTION
AND ANALYSIS

FINDING
During the Summer project different views of consumers are found, today
consumers are very aware about the purchasing phenomenon, they not
only look

quality, price, service, total satisfaction and promotional

scheme but also brand name because these factors are impact on the
customers mind. Especially the quality and price are very much impact
on the consumers mind.

On the basis of data analysis it is clear that local vendor dominate others.
1.

After survey we find that the private vender has captured much area

the market.
2. Some people are not aware of Sanchis Brands.
3.
Those people who like a quality they are purchase only branded
products just like Sanchis products.
4. Price of Sanchis products is higher than the local vendors and local
dairy etc.
5. Sometimes they think that it is poly packed, so whether it is pure or
not.
6.
Some people dont believe on Sanchi. They believe only on local
brand or local venders.
7. some times
sanchi products also not delivered properly lack of
availability.

SUGGESTIONS
Company should continue with different schemes, which would
Be customers as well as dealer friendly.

The company should have a provision for better service after sale.

Company should introduce new features in any product which make it

different from others.

Company should establish more focus on rural area.

Company should give focus on free home delivery.

Company should update there product quality according to customer

need and feedback.

Company should introduce new and attractive offers to there customers.

BIBLIOGRAPHY

Text Book

Marketing Management
Research Methodology
:
Brand Management
:
Marketing Management
:

:
Philip Kotler
C. R. Kothari
Y. L. R. Murthi
Dr. RAJAN SAXENA

News Papers & Catalogue

Dainik Bhaskar
Nai Duniya
Product Catalogue
Business & economics.

Web Site
www.mpcdf.nic.in
WWW.google.com
www.wikipedia.com
www.yahoo.com

QUESTIONNAIRE
I am .. I am doing MBA from G.I.T.M.,
GWALIOR I am making a Project report on the CUSTOMER

SATISFACTION OF SANCHI PRODUCTS. So for this purpose, I

want following information. So kindly provide me following information.
Personal information

NAME- ____________________________

SEX-

AGE- 0-20YEARS
20-30 YEARS
30-40 YEARS
ABOVE 40 YEARS

OccupationProfessional
Businessman
Employee
Other

Monthly Income- Below 5,000

5,000 to 10,000
Above 10,000

1- Do you have any VODAFONE products?

Yes No
If yes please mention the name of service______________
2- Do you have any other product of different company?
Yes No
If yes, please mention the name of product ___________
4- Please indicate your level of satisfaction while using the SANCHI
product on the basis of following factor-:
VS

DS

VDS

A- PRICE

B- PERFORMANCE

C- SERVICE

D- BRAND IMAGE

E- PROMOTION SCHEME
F- MAINTENANCE

G- BENEFITS

5-Do you want purchases any

product of same company?

other

Yes No

6-Do you want to give suggestion to improve quality of SANCHI

product?
_______________________________________________

(SIGNATURE)