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CHAPTER-1
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MARKET
A group of potential customers want the product offered and that has the resources, the
willingness and ability to purchase it.
MARKET SURVEY
Market survey is the most commonly used method of primary data collection in marketing
research. Survey is conducted in case of descriptive research studies where as experiments are a
part of experimental research studies.
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CUSTOMER SATISFACTION
After studying in depth the Dodla dairy Ltd. it rather imperative to know about the
concept of customer satisfaction. The following is a brief introduction of it
Todays companies are facing their toughest competition in decades. The companies can
confront their competition better if they can move from a product and selling philosophy to a
customer to and marketing philosophy .for doing the above task better we need to meet and
satisfy customer need. Companies wanting to, let alone services, need a new philosophy. Only
customer-centered companies will win those that can deliver superior value to their target
customers.
The concept of value of the customer may mean quite different from one customer to the
other. We know that customer mostly is value maximizes. Before we go to the idea of customer
satisfaction it is true that buyers will buy from the firm they perceive to offer the highest
customer delivered value.
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competitors information and promises. Some of todays most successful companies are rising
expectations and delivering performance to match.
So it is necessary for every organization to become aware of customers need and to satisfy
them.
Kotler(1997) defines customer satisfaction as follows:
Satisfaction is a person's feelings of pleasure or disappointment resulting from comparing a
Products perceived performance (or outcome) in relation to his or her expectations.
Brown(1992) defines customer satisfaction as:
The state in which customer needs, wants and expectations throughout the product or service's
life are met or exceeded resulting in repeat purchase, loyalty and favorable worth-of mouth.
According to Jones and Sasser (1995), four basic elements affect customer satisfaction.
They are: The basic elements of the product or service, basic support services, a recovery process
for counteracting bad experiences, and extraordinary service. There are many definitions of the
key elements of the services, but this one is considered appropriate in the context of care or after
sales services.
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Level-2 to 4, customers are fairly satisfied but still find tit easy to switch when a better
offer comes along.
Level-5, the customer is very likely to repurchase an even spread good word of mouth
about the company.
LEVEL5
LEVEL 2-4
LEVEL 1
The key to generating high customer loyalty is to deliver high customer value. A
companys value proposition is much more than its positioning on a single attribute. Most of the
successful companies are raising expectations and delivering performances to match. These
companies are aiming for TCS Total Customer Satisfaction. Customer satisfaction is both a
goal and a marketing tool. Companies that achieve high customer satisfaction ratings make sure
that their target market is known.
After sales support management system is apart of ERP Enterprise Resource Planning
solution dealing with the support module after the sales of product. It creates an advanced
environment to the organization, which are in to technical support after sales e.g. Companies
offering electronic goods and motor vehicles etc.
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Work done by Parasuraman, Zeithaml and Berry (Leonard L) between 1985 and 1988 delivered
SERVQUAL which provides the basis for the measurement of customer satisfaction with a
service by using the gap between the customer's expectation of performance and their perceived
experience of performance. This provides the researcher with a satisfaction "gap" which is semiquantitative in nature. Cronin and Taylor extended the disconfirmation theory by combining the
"gap" described by Parasuraman, Zeithaml and Berry as two different measures (perception and
expectation) into a single measurement of performance relative to expectation.
The usual measures of customer satisfaction involve a survey with a set of statements using a
Likert Technique or scale. The customer is asked to evaluate each statement in terms of their
perception and expectation of performance of the service being measured.
Methodologies
American Customer Satisfaction Index (ACSI) is a scientific standard of customer satisfaction.
Academic research has shown that the national ACSI score is a strong predictor of Gross
Domestic Product (GDP) growth, and an even stronger predictor of Personal Consumption
Expenditure (PCE) growth. On the microeconomic level, research has shown that ACSI data
predicts stock market performance, both for market indices and for individually traded
companies. Increasing ACSI scores has been shown to predict loyalty, word-of-mouth
recommendations, and purchase behavior. The ACSI measures customer satisfaction annually for
more than 200 companies in 43 industries and 10 economic sectors. In addition to quarterly
reports, the ACSI methodology can be applied to private sector companies and government
agencies in order to improve loyalty and purchase intent. Two companies have been licensed to
apply the methodology of the ACSI for both the private and public sector: CFI Group,
Inc.applies the methodology of the ACSI offline, and Foresee Results applies the ACSI to
websites and other online initiatives. ASCI scores have also been calculated by independent
researchers, for example, for the mobile phones sector.
The Kano model is a theory of product development and customer satisfaction developed in the
1980s by Professor Noriaki Kano that classifies customer preferences into five categories:
Attractive, One-Dimensional, Must-Be, Indifferent, Reverse. The Kano model offers some
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insight into the product attributes which are perceived to be important to customers. Kano also
produced a methodology for mapping consumer responses to questionnaires onto his model.
SERVQUAL or RATER is a service-quality framework that has been incorporated into customersatisfaction surveys (e.g., the revised Norwegian Customer Satisfaction Barometer) to indicate
the gap between customer expectations and experience.
J.D. Power and Associates provides another measure of customer satisfaction, known for its topbox approach and automotive industry rankings. J.D. Power and Associates' marketing research
consists primarily of consumer surveys and is publicly known for the value of its product awards.
Other research and consulting firms have customer satisfaction solutions as well. These include
A.T. Kearney's Customer Satisfaction Audit process, which incorporates the Stages of Excellence
framework and which helps define a companys status against eight critically identified
dimensions.
For Business to Business (B2B) surveys there is the InfoQuest box. This has been used
internationally since 1989 on more than 110,000 surveys (Nov '09) with an average response rate
of 72.74%. The box is targeted at "the most important" customers and avoids the need for a
blanket survey.
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Improving Customer Satisfaction
Published standards exist to help organizations develop their current levels of customer
satisfaction. The International Customer Service Institute (TICSI) has released The International
Customer Service Standard (TICSS). TICSS enables organizations to focus their attention on
delivering excellence in the management of customer service, whilst at the same time providing
recognition of success through a 3rd Party registration scheme. TICSS focuses an organizations
attention on delivering increased customer satisfaction by helping the organization through a
Service Quality Model.
TICSS Service Quality Model uses the 5 P's - Policy, Processes, People, Premises,
Product/Services, as well as performance measurement. The implementation of a customer
service standard should lead to higher levels of customer satisfaction, which in turn influences
customer retention and customer loyalty.
Complaint is the start point of any technical support system. With out a client request the
technical support is not initiated. Complaint tracking is done as follows:
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Online support:
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The service is done online also. The client may visit the website to obtain basic support
information about the product and FAQ. He can chat with the service engineer on phone or
online.
Report:
The report reflects the current status of the system. The reports that can be generated are as
follows:
Customer request report status of the system. The reports that can be requests.
Service engineer report provides the information about the skills and strengths of the
support team.
Job scheduling report states the allotment of engineers to jobs.
Spares report discloses the availability of all the shapes in the system.
Receipts and payments report gives information about the cash flow in the system.
Bills generation.
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expectations are raised and a company's performance remains the same, the customer's overall
satisfaction will decrease.
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Excellence Audit we quickly identify gaps to proven best practices and benchmarks within, and
beyond, the Automotive Industry.
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may take advantage of this by increasing prices or delivering poorer quality or poorer service.
Interlocking with the supplier can limit the opportunity to acquire innovations if the supplier
lacks the capability of being a leading-edge supplier. Research has shown that there are
frequently differences between the views of the supplier's management on customer value and
the customers' views on what they say they value. This was studied in the present study as well.
Customer Satisfaction is supreme in business. It focuses on how to satisfy people who are
using our product or services. Delivering great customer satisfaction is no accident. Its the result
of skilled planning and exceptional management practices. At any help desk; customer
satisfaction is a key indicator of success.
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is dissatisfied. It is the performance matches the expectations, the customer is satisfied. If the
performance exceeds the expectations, the customer is highly satisfied or delighted.
Measuring Satisfaction
Although the customer centered firm seeks to create high customer satisfaction, that is no
its main goal. If the company increases customer satisfaction by lowering its price or increasing
its services, the result may be lower profits. Even bad-mouth it. At levels two or four, customers
are fairly satisfied but still find it easy to switch when a better offer comes along.
At level five, the customer is very likely to repurchase and even spread good work of mouth
about the company. High satisfaction or delight creates an emotional bond with brand or
company.
High satisfaction or delight creates an emotional bond with the brand or company, not
just a rational preference.
Customer expectations
From past buying experience, friends and associates advice, and marketers and
competitors information and promises. If marketers raise expectations too high, the buyer is
likely to be disappointed. However, if the company sets expectations too low, it wont attract
enough buyers (although it will satisfy those who do buy).
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CHAPTER-2
INDUSTRY PROFILE
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2. Improved machinery.
3. Transportation.
4. Economic factors.
5. Research and scientific investigation.
6. Improved live stock.
India has the potential to become a leading exporter of milk and milk products. Due to low
labour cost, the cost of milk production is significantly low here. To boost exports, the dairy
industry needs to focus on quality and productivity. Significant investment has to be made in
milk procurement equipment and chilling and refrigeration facilities.
Dairy industry contributes significantly to the economy as well as to the rural poor by
providing an opportunity to uplift them by generating additional income thought it. Dairying has
been practiced as rural cottage industry since ages. India accounts one-sixth of cattle and half off
buffalo population of the world. Among 70 million rural households in India in 2001, those
operating up to two hectares form 42 percent of the households and 37 percent are land less.
Indias dairying industry is today in a state of dynamic transition with rapid
development in milk production and marketing by virtue of the efforts made by the government
of India under various programmes for benefiting the small rural milk producers and the
underprivileged urban consumers. The direct contribution of dairying to the rural sector through
additional income and employment to the producer is well recognized.
IMPORTANCE OF DAIRY INDUSTRIES:
Data collected by bureau of human nutrition and home economics for the year 1944 and 1945
showed that dairy products contained 75% of the calcium and 45%of riboflavin in the total food
supply as well as 24% of the total protein,17% of the vitamins and 17% caliries.
In 1946 the first company was established in kaiva District co-operative milk produces known as
AMUL through out the Nation wide and their different companies were developed through out
country form Govt. side and also private side. In Andhra Pradesh the leading companies are A.P.
dairy development under the brand names Vijaya, Dodla, Ravilla, Heritage, Jercy, Creamlines,
and Mother Dairy etc.
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The milk and dairy product ranks as the largest source of income to the farmer of United
States. For the country over 20 percent of the total agricultural income is from milk or cream
sold, the sale of cream and butter by farmers in 1948 totalled more than $4400, 000,000.
In addition to the 24,000 people of the dairy firms many others persons and families must be
employed in moving and processing the milk and milk products before there each the consumers
table. The exact number of people engaged in these fields in unknown.
DAIRY PRODUCTS:
A dairy is a place for handling of milk and milk products. Technology refers to the
application of scientific knowledge for practical purposes. Dairy technology has been defined as
that a branch of dairy science, which deals with the processing of milk and manufacture of milk
products.
In India dairying has been practiced as a rural cottage industry from remote places in the past.
Due to scientific knowledge in processing and pasteurization. Dairy is developed as a separate
industry. The main reason for developing of this industry is above to increase in population of
urban areas and more consumption of milk in the areas of soft drinks.
In the earlier years each house hold maintains his/her own cattle or secures milk form its
neighbour. As the urban population increases fewer house holds could keep a cattle for private
use. But the high cost of milk production, problems of sanitation etc., restricted the practice and
gradually the family cattle in the city was eliminated and city cattle were all sent back to the rural
areas.
Gradually formers in the cities began delivering milk over regular routes with in easy driving
distances. This was the beginning of the fluid milk-sheds, which surrounded the large cities.
With the modern knowledge of protection of milk during transportation and scientific knowledge
in processing for pasteurization improves rapidly dairy as a special industry.
A dairy is a place for handling of milk and milk products. Technology refers to the
application of scientific knowledge for practical purposes. Dairy technology has been defined as
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that a branch of dairy science, which deals with the processing of milk and manufacture of milk
products.
In India dairying has been practiced as a rural cottage industry from remote places in the past.
Due to scientific knowledge in processing and pasteurization. Dairy is developed as a separate
industry. The main reason for developing of this industry is above to increase in population of
urban areas and more consumption of milk in the areas of soft drinks.
In the earlier years each house hold maintains his/her own cattle or secures milk form its
neighbour. As the urban population increases fewer house holds could keep a cattle for private
use. But the high cost of milk production, problems of sanitation etc., restricted the practice and
gradually the family cattle in the city was eliminated and city cattle were all sent back to the rural
areas.
Gradually formers in the cities began delivering milk over regular routes with in easy driving
distances. This was the beginning of the fluid milk-sheds, which surrounded the large cities.
With the modern knowledge of protection of milk during transportation and scientific knowledge
in processing for pasteurization improves rapidly dairy as a special industry.
The first and fore most requirement of modern marketing is to understand the customer needs,
and create need develop strategies to bring the customers right elements of the i.e., product
offering ,positioning distribution channels etc. to satisfy the needs.
Market entry strategies for developing market, like India, cant be developed by middle
managers whose only experience spans distribution and channels of management. Though India
has over vast geographical area yet it is not successful especially for perishable goods such as
vegetables, food items, milky fruits etc., milk is consumed as a product of food from the past.
But it is not commercialized still at the end of the 19th century. In India milk is began in the
early of the 20th century. But the market of the milk industry is developed after independence
due to scientific knowledge in processing, storage, and transportation facilities.
CONSTITUTENTS OF MILK:
Milk as an article of food for mankind antidotes the earliest record history. Milk ranges in
colour forma bluish-white to an almost golden-yellow depending up on the breed of cattle and
the mount of fat solids present.
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It is important that everyone should become familiar with the chief components of milk.
CONSTITUENTS
PERCENTAGES
Water
87.00
Fat
4.00
Protein
3.50
Carbohydrates
4.80
Mineral salts
0.70
Total
100.00
PREHEATING(350-400 C)
FILTRATION/CLARIFICATION
COOLING AND STRONG(50 C OR BELOW)
STANDARDIZATION
PASTEURIZATION(63 C/30 MTS (OR) C/15 Sec)
HOMOGENIZATION(2500 PSI)
MARKETING OF MILK
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A Dodladairymilk products Ltd has gone one level channel of distribution of Dodla dairy
marketing.
Manufacturer
Customers
It has extensive selling agents in Nellore, Gudur, Tirupati, Vijayawada, Guntur, Ogole,
Banglore, Chennai and Hyderabad.
PROCUREMENT OF MILK:
The main content required of dairy is milk. It procures milk producer (farmer) covering over 200
villages in Guntur and Prakasam district. In each village one agent will be there collects milk of
that village from milk producers. They collect both in the morning and evening. Company has
its own vehicles to get the collected milk is each village.
DEMAND AND SUPPLY:
The minimum quality of milk per capital consumption recommended Indian Council of Medical
Research is 210 grams per person per day against actual per capital consumption of 178 grams.
Thus there is deficit, of 96 Lakhs tones of milk per annum. Which indicates a great demand for
milk in the domestic market (source: Dairy India 1992). In addition by products like ghee, cream,
milk powder, butter and cheese will be marketed.
MILK INDUSTRY IN INDIA:
Today India is the largest milk producing country in the world. The milk producing states in
India are Punjab, Haryana, Rajasthan, Gujarat, Maharashtra, Andhrapradesh, Karnataka and
Tamilnadu. A cattle farming is one of the important aspects of the overall development process
in India. It is said that it is one of the bounded sectors of agriculture. It has been the important of
the National Economic Development Process all these years. Nearly 5% of the Indian population
of the country directly or indirectly depends on milk production and its sales for their livelihood.
Everyone without any age limit consumers milk. Today because of the modern technology the
cattle breeding has been revolutionized. Outdated methods of extraction of milk from the cattle
of the discarded. New and innovative methods are being widely adopted. India today is proud to
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say that it is the largest producer of the milk and its products. Many dairy firms have been
established in the country at different areas as per the requirements of the people i.e. the
consumer, both by the public sector and private sector.
Milk is one of the heavenly foods i.e. prescribed by a doctor, a physician. Everyone without sex
relation, are limit drinks milk directly or indirectly. Milk is a mixture of protein, vitamins,
carbohydrates and fat contains which is helpful for the growth of the humans. Dairy farming aim
is to supply better quality of milk to the consumers.
In 1946 the first company was established in kaiva District co-operative milk produces known as
AMUL through out the Nation wide and their different companies were developed through out
country form Govt. side and also private side. In Andhra Pradesh the leading companies are A.P.
dairy development under the brand names Vijaya, Dodla, Ravilla, Heritage, Jercy, Creamlines,
Mother Dairy etc.
1955-61
17.40
1961-66
20.38
1966-71
19.37
1971-76
38.35
1976-81
46.30
1981-86
42.40
1986-91
50.00
1991-96
60.00
1996-01
79.00
2001-06
90.00
2006-11
99.10
2011- 15
99.15
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In India milk production has been increasing gradually for several years. During till 1971 the
increasing ration was very small after that milk production has increased rapidly because of
green revolution and some other pilot programmes.
MILK POTENTIAL:
Milk is the only natural product i.e. daily used by the people at regular intervals for different
purposes. The nutritional potential is ideal in quality and balanced to satisfied human-acid
requirements. The contents of minerals and vitamins are unique both in proportion and in quality
nutrients that are essential for mans growth and developments.
Milk has a very complex composition. It constituents are disposed in aqueous solutions, such as
chlorides; sodium and potassium are present in molecular dispersion, phosphate in colloidal
dispersion, and the fat in emulsion.
The average per capital consumption of milk in India is only 212 gram per day as against the
world average of 303 grams. Malnutrition can be easily wiped out in our country by developing
the dairy industry.
EXPORT POTENTIAL:
India has the potential to become one of the leading players in milk and milk products exports.
The country is located admist major milk-deficit countries in Asia and Africa. Major importers of
milk and milk products are Bangladesh, China, Hong Kong, Singapore, Thailand, Malaysia, the
Philippines, Japan, the UAE, and Oman-all located close to India. Milk production is scale
-insensitive and labour-intensive. Due to low labour cost of milk production is significantly low
in India.
STRENGTHS:
Demand is absolutely optimistic. Margins are quite reasonable even on packed liquid milk.
Tremendous flexibility of product mix, abundance of rawmateral, and locally available
professionally trained, technical human resource pool are the other plus points. Presently, more
than 80 percent of milk produced is flowing into unorganized sector, which requires proper
channelisation.
WEAKNESSES:
Perishability:
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Pasteurization has overcome this problem partially. UHT gives milk long life. Surely, many new
processes will follow to improve milk quality and extend its shelf life.
Lack of concept over yield:
Theoretically, there is little control over milk yield. However, increased awareness of
developments like embryo transplant, artificial inseminations, and properly managed animal
husbandry practices, coupled, with higher income to rural milk producers, should automatically
lead to improvement in milk yields.
Logistics of procurement:
Bad roads and inadequate transportation facility make milk procurement problematic. But with
the overall economic improvement in India, these problems would also get solved.
Problematic distribution:
If ice-creams can be sold virtually at every nook and corner, why cant we sell other dairy
products too? It is only a matter of time before we see the emergence of a cold chain linking the
producer to the refrigerator at the consumers home.
Competition:
With so many people entering this industry, competition has to be faced as a ground reality. The
market is large enough for many to serve out their niche.
OPPORTUNITIES:
Value addition:
There is a large scope for innovations in product development, packaging, and presentation steps
should be taken to introduce value-added products like ice-creams, panner, lassi, khoa, basundi,
doodhpeda, flavoured milk, dairy sweets, etc. this will lead to a greater presence and flexibility
in the market place along with opportunities in the field of brand building. Cultured products like
yoghurt and cheese lend further strength both in terms of utilization of resources and presence in
the market place. Other products are infant foods, geriatric foods, as nutritionals.
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Export potential:
Efforts to exploit potential are already on. Amul is exporting to Bangladesh, Srilanka, Nigeria,
and the Middle East. Following the new GATT treaty, opportunities will increase tremendously
for the export of agri-products in general and dairy products in particular.
THREATS:
Today, milk vendors occupy the pride of place in the industry. Organized dissemination of
information about the harm that they are doing to producers and consumers should see a steady
decline in their importance.
Strengths and opportunities far outweigh weaknesses and threats. Strengths and opportunities are
fundamental, while weaknesses and threats are transitory. Any investment idea can do well only
when you have entrepreneurship, innovative approach, and values (of quality ethics).The Indian
dairy industry, following its delicensing, is attracting a large number of entrepreneurs. Their
success in dairying depends on factors such as an efficient yet economical procurement network,
hygienic and cost-effective processing, and innovations in the market place.
PROCESSING OF MILK:
Pasteurization:
The term pasteurization, applied to market milk today, refers to the process of heating every
practical of milk to atleast 63 0 C or 1450 F for 30 minutes .After pasteurization, the milk is
immediately cooled to 50 C(41 F) or below
As it is difficult to exercise strict supervision over milk supplies, it becomes necessary to
pasteurize milk so as to make it safe for human consumption. Milk is pasteurized to render it safe
for human consumption by destruction of sent percent pathogenic micro organisms and to
improve the keeping quality of milk by destruction of almost all-spoiling organisms.
Standardisation:
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Standardization of milk refers to adjustment of the fat and /or solids not fat percentage of milk to
desired value so as to conform to the legal or other requirements. Milk is standardized by the
addition of milk or cream with a higher or lower fat percentage than of milk to be standardized.
Sometimes the addition of skimmed milk will do. Downward standardization for fat is practiced
is many countries. The surplus is transformed into butter or ghee.
The prevention of Food Adulteration Act defines standardized milk as cow and buffalo milk in
which the milk fat content is adjusted to 4.5% or more with the SNF. Atleast 8.5% high milk fat
content may be adjusted downward by removing milk or fat or by adding skimmed and/or
reconstituted milk. In the case of low milk fat content, fat may need to be added to assure the
legal minimum.
Standardized milk may be marketed as such or used for making certain products. Standardization
ensures milk of practically uniform and constant composition and nutritive value to the
consumer. The surplus fat can be converted into butter and ghee. Consequently, milkcan be
supplied at low cost. Standardized milk is easier and digests.
RECOMBINATION:
This refers to the product obtained when butter, oils, skimmed milk powder, and water are
combined in the correct preposition to yield fluid milk.
The Prevention of Food Adulteration Act Rules 1976 defines recombined product as the milk
product resulting from the combining of milk fat and milk solids not fat in one or more of the
various forms with or without water.
Under the prevention of Food Adulteration Act Rules 1976, recombined milk throughout the
century should contain a minimum of 30% fat and 8.5% solids not fat. The Food and Agriculture
Organization of the United Nations extensively produced recombined milk under the operation
flood scheme in Mumbai, Kolkata, Delhi, and Chennai during 1970-74, from butter oil and
skimmed milk powder donated under the World Food Programme Project.
The technique of recombination
addition of milk fat to make a mixture, filteration and clarification of the mixture, followed by
homogenization and pasteurization at 75 C for 15 Seconds.
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The physical, chemical, and functional properties of raw material and used in such preparation
determine the flavour, acceptability, and shelf life of the recombined product.
The use of low-heat, non-fat milk powder with quick wetting ability, increased solubility, and
improved dispensability results into acceptable milk. The introduction of butter oil without
appropriate technology of its has caused problem in acceptance of recombined milk.
Toning:
Toned milk refers to milk obtained on addition of water and skimmed milk powder to while milk
.Under the Prevention of Food Adulteration Rules 1976, toned milk should contain a minimum
of 3% fat 8.5% solids not fat throughout the country.
Toned milk is also called single toned milk and is prepared by toning milk with fresh separated
milk reconstituted from spray-dried skimmed milk powder.
Sometimes, milk is double-toned in order to provide cheap milk (with fat content only 1.5%) to
weaker sections. Toning is a process of reducing fat content i.e. mainly used for providing cheap
milk to the poor.
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DODLA DAIRYCOMPANY PROFILE
Dodla Dairy Limited is a Public Limited Company having its Head Quarters at Hyderabad City
of Telangana State. The company is established by a well-known family of Nellore district of
Andhra Pradesh in the year 1998. The company procures, process and sells milk and milk
products across 66 places in India.
Dodla Dairy is an ISO 22000: 2005 and ISO 50001:2011 (EnMS) Certified Organization. The
company is having 9 state of art technology Processing Plants, 30 chilling centres, 20 Bulk Milk
Chillers and 23 Associate Chilling Centers. The company has a wide distribution network across
pan India. The products and services are offered through 16 Sales offices.
The company offers wide range of Milk Products Comprising of Fresh Milk, Butter, Ghee,
Paneer, Curd, Flavoured Milk, DoodhPeda, Ice Cream and Skimmed Milk Powder. These
products are conveniently packed to suit various needs of consumers. The company grew rapidly
during the past one and half decades. Today it is one of the popular dairy companies in India. The
consistent growth of the organization reflects the customer confidence on the products and
services offered.
The company has gained the competitive advantage over the other players by delivering the
highest quality dairy products to the consumers. Now, the company is prepared to face the future
challenges by upgrading its systems and infusing new technology.
Founder Message
Dodla Dairy was started with an intent to support the marginal farmer by bridging the gap
between the milk producer and the consumer through effective cold chain management. The idea
was implemented with great commitment and passion for the past 17 years. As part of the said
aspiration we have created excellent infrastructure facilities near the milk potential areas and
organised the logistics for collection of milk from the rural areas and for supply of farm fresh
milk to the consumers in the urban areas.
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We are providing the veterinary support to the milk producers through our trained staff at the
rural areas. The regular awareness programs conducted by us to the Milk producers for the past
one and half decades are producing good results. Now the quality of the milk is going up
consistently. Today the company has created a separate segment of "Customer Base" for its
products. I am confident that, we will serve a larger society in the near future by utilizing the
latest technology and our people expertise in a better way.
- Chairman
Directors
Mr. D.Sunil Reddy is the Managing Director of the company who is hailing from a
philanthropic family called DODLA of Nellore town,AndhraPradesh,India. He is a graduate in
Industrial Engineering from Mangalore University. He was in Construction and Agro Products
Export business for about 6 years. Envisaging the need for high quality Milk & Milk Products in
the Urban Market, he entered into the Dairy Industry in the year 1995. During initial stages his
agricultural background helped to establish the roots of the company at various locations.
Mr.Reddy's family also involved in the veterinary research activities at USA.
He is actively involved in leading and directing the company towards new technology, systems
and finding new avenues for growth. He is providing the resources needed for transformation of
ideas into reality. He takes the strategic decisions for the sustenance and growth of the company.
Mr. D. Sesha Reddy an Arts Graduate from Osmania University is the Chairman of the
Company. He is having more than 40 years of industrial experience in the capacity as Managing
Director and Director in different industrial facets like Paper, construction, Software and
Castings. Presently he is involved in guiding and mentoring the top executives of the company.
Mr.Deepak Malik is the Director of the company. Mr.Malik joined Black River, an
independently
managed
subsidiary
of
Cargill,
in
2007.
Mr. Malik has been with Cargill since 1995. Prior to Black River, he was a co-founder and
Managing Director of Cargill Ventures. Prior to Cargill Ventures, Mr. Malik worked in Cargill's
Strategy and Business Development Group, where he managed corporate strategies and mergers
YOGI VEMANA UNIVERSITY,KADAPA
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CUSTOMER SATISFACTION
and acquisitions within the petroleum, natural gas, coffee, grain and oilseeds, and meat
industries. Mr. Malik also spent one year in international sales for Cargill's fertilizer division. Mr.
Malik relocated to New Delhi, India in 2006 to provide regional oversight of several crossborder investments. Previously, he worked with the JMA Group managing distribution
operations, principally motor parts and accessories for Telco (Tata Group) heavy vehicles.
Mr. Malik holds a Bachelor's degree in Economics from Delhi University, a Master's degree in
Economics from the Delhi School of Economics and an MBA from Cornell University. Mr.
Malik speaks English, Hindi and Punjabi.
Mr.Jim Sayre is the Director of the company. Mr.Jim Sayre joined Black River, an
independently
managed
subsidiary
of
Cargill,
in
2007.
Mr. Sayre has been with Cargill since 1994. Prior to Black River he served as president and
founder of Cargill Ventures, a proprietary fund with $200 million in capital deployed across a 40company portfolio. Prior to Cargill Ventures, Mr. Sayre was Director for global mergers and
acquisitions at Cargill. Previously, Mr. Sayre worked as a Senior Manager for Deloitte
Consulting and held a position with the United States Department of Agriculture.
Mr. Sayre holds a Master of Business Administration from Harvard Business School and a
Bachelor of Arts from the University of California at Davis.
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CUSTOMER SATISFACTION
Our Values
We
give
top
most
priority
to
the
Dignity
of
Labour&
Moral
Values.
Our values are commitment, sincerity, hard work, transparency, integrity and honesty.
These values are our "CORE" and we will display them in all our actions. We believe in the best
quality right from Raw Material to Processing, Processing to Distribution and Management of
People. We are Prudent in guarding and conserving our resources effectively.
Core Team
Chief Executing Officer (C.E.O)
Mr. B. V. K. Reddy is a graduate in diary technology from Osmania University. He has more
than 30 Years of experience in the field of Dairy Operations. He is involved in the growth and
development of the organization since inception. He has vast experience in the entire gamut of
dairy operations. He has strengthened the company in a professional way.
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CUSTOMER SATISFACTION
He is instrumental in building the Procurement activities systematically in the organisation. He
was associated with National Dairy Development Board (NDDB) before joining this
organisation.
Head - Materials
Mr. S. David Raj, a Graduate in Economics with PG Diploma in Material Management with
over 34 years experience in handling the Inventory and Purchase Management Functions. He has
established the Standards for the Materials purchase and inventory controls in a systematic way.
Prior to this company he was associated with Amul Dairy.
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CUSTOMER SATISFACTION
Mission
To supply good and safe milk products consistently through continual improvement of our
systems and practices.
Our Products
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CUSTOMER SATISFACTION
The company is offering a wide range of products in both liquid milk and bi-products categories.
The liquid milk comprises of five types of variants and the bi-products comprises of fourteen
types of variants.
The company is adding new products to its portfolio year on year as per the needs of the
customers. Our Research and Development team (R&D) is working on product development to
deliver superior value and taste to the customers. The company is also extending its product line
with new flavours, colours, added ingredients and pack sizes at regular intervals.
The company offers wide range of Milk Products Comprising of Fresh Milk, Butter, Ghee,
Paneer, Curd, Flavoured Milk, DoodhPeda, Ice Cream and Skimmed Milk Powder. These
products are conveniently packed to suit various needs of consumers. The company grew rapidly
during the past two decades. Now it is one of the well renowned dairy companies in India. The
consistent growth of the organization reflects the customer confidence on the products and
services offered.
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CUSTOMER SATISFACTION
Dodla Dairy has over one and half decade expertise in collection and processing of the milk.
The fresh milk from the Buffalos and cows brought to the nearest chilling centres and then to the
processing Plants with in a stipulated time period without breaking the cold chain. The chilled
milk will be pasteurised at the processing factories. This process will kill a pathogenic microbe
that causes spoilage of milk. It also kills harmful bacteria like Salmonella, Staphylococcus,
Listeria, Yersinia, Campylobacter and Escherichia etc. Pasteurization can prevent diseases
including Tuberculosis, Brucellosis, Diphtheria, Scarlet Fever and Q-Fever etc. After the
completion of serial process the milk will be safe for human consumption.
Dodla milk is packed in high quality food grade pouches. These pouches are user friendly to the
consumers. The product undergoes stringent quality checks before packing. Every time you buy
a pouch of Dodla milk, you are assured of freshflavour, taste and nutritional value.
The company offers different types of milk variants as per customer requirements like Full
Cream Milk, Toned Milk and Double toned milk, standardised milk etc. The customer can
choose between Cow & Buffalo milk as per their taste and habits.
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CUSTOMER SATISFACTION
Children upto the age of 10 years need Calcium, Potassium, Fibre and Vitamins. The cow's milk
will improve the levels of Vitamin-D. A research conducted in Toronto stated that, children
drinking only non-cow's milk were more than twice as likely to be Vitamin-D deficient as
children drinking only cow's milk.
Dodla Curd
Curd is a natural dairy product made out of Milk. It is rich in calcium and is good for digestion.
The Dodla curd is made out of good milk from the best country buffalos and cows. The product
is made by using high quality Culture. Milk is fermented with lactic acid present in curd under
low temperatures (optimum 69 degrees F).
Dodla curd is available both in sachets and enclosed containers with good taste and thickness.
Dodla curd bears the un-compromised dairy expertise. A family consuming Dodla curd daily
stays healthy. The Dodla Curd is Packed in 200 Grams Food grade poly cups and sachets.
The Cup curd is Packed in disposable food grade cups. The curd pack variants are available in
100 and 200 grams. Dodla Curd is available in all supermarkets like Big bazaar, Food World /
Reliance Fresh, D Mart etc. Also, the products are available with local milk vendors in all towns
and cities of south India.
Benefits Of Curd
Low fat or skimmed curd is good for people who are suffering from higher
levels of cholesterol as the fats are removed through processing.
The bacteria in curd can help digest food and thus check the problem of
stomach infection.
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CUSTOMER SATISFACTION
Studies have suggested that consumption of curd might help reduce the risk
of high blood pressure.
Being rich in calcium, curd is good for the health of bones as well as the
teeth.
Eating curd on a regular basis can help you absorb the nutrients in other
foods as well.
Dodla Ghee
Dodla Ghee is made from Buffalo and Cow Fat. This is made by simmering unsalted butter in a
large pot until all water has been boiled and protein has been settled at the bottom. The cooked
and clarified butter is then spooned off to avoid disturbing the milk solids on the bottom of the
pan. Dodla Ghee is made without adding any preservatives or chemicals. The natural Aroma is
the main feature for its success in the Ghee market. Ghee lover's first choice is Dodla ghee.
Ghee is used in almost all varieties of Indian sweets. It is observed that, in case of sweets made
out of ghee, the flavour, aroma and taste obtained is entirely different when compared to sweets
made without ghee.
DodlaPaneer is an unaged, acid-set, non-melting farmer cheese made by curdling heated milk
with food acid. We usually find Paneer pressed into a cube and then sliced or chopped.
Paneer is one of the few types of cheese indigenous to the Indian sub-continent, and is widely
used in Indian cuisine and even some Middle Eastern and Southeast Asian cuisine. Paneer is
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CUSTOMER SATISFACTION
completely Lacto-Vegetarian. Paneer is a source of protein for vegetarians. Paneer is a taste
adding agent to many dishes in the modern world.
DodlaPaneer contains less moisture, It has got separate segment of buyers due to its good taste
and quality.
DodlaDoodhPeda
DoodhPeda is a Delicious sweet made from pure Buffalo Milk. The granule texture and mouthwatering taste is assured. DoodhPeda is packed specially to retain the Freshness and Natural
flavour.
20 Grams
200 Grams
500 Grams
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CUSTOMER SATISFACTION
DodlaFlavoured Milk
Dodlaflavouredmilk , an emerging health drink that will refresh your senses. The product is
treated at high temperatures (UHT) and packed aseptically to ensure high quality and purity.
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CUSTOMER SATISFACTION
Natural Flavors from Dodla
Vanilla
Elaichi
Pista
Badam
Chocolate
Strawberry
The flavored milk is tastier and healthier. The drink is available in various flavours and is quite
colorful. So it would make the viewer to taste it. The good part is that without their conscious
knowledge consumer is taking milk. This milk sounds good especially for the consumers who do
not like milk.
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CUSTOMER SATISFACTION
Dodla Butter is available in three variants are
Career
Dodla Dairy is the most admiring Dairy products manufacturing Company in India. The work
environment in the organization keeps the employees to love their roles. Recognition for good
performance and timely rewards are assured.
All the employees are motivated to display the "VALUES" while dealing with the stakeholders.
This is the reason for the "ETHICAL SUCCESS" of the organization. Employee perceptions and
behavior are shaped here making them to practice successful habits.
The culture of the organization is being built for the past 18 years by the efforts of all
stakeholders and employees. Currently we have 1700 employees on-board.
Opportunity for Learning the latest technology and share the experiences of seniors.
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CUSTOMER SATISFACTION
Job rotation.
Dodla Dairy is having a combination of Senior and young team of professionals. The clarity of
roles and responsibilities for the employee keep them involved in the core job right from the day
one. Employees will get a fair opportunity to learn the domain knowledge and skill in a
congenial atmosphere. One of the primary responsibilities of the senior is to train the new
employee. The company believes in creation of internal capability to manage the future.
CHAPTER-3
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CUSTOMER SATISFACTION
RESEARCH METHODOLOGY
RESEARCH METHODOLOGY
NEED FOR THE STUDY
For any product market isalways dynamic. The dynamism comes from technology, usage,
changing customer needs, satisfaction of customer etc.
This study is definitely going to help to analyzing the customer and can take necessary
steps for the improvement of the service from both the company side and as well as from the
dealers side. Because customer is the real advertisement for any product so the company should
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CUSTOMER SATISFACTION
be in a position to meet the customer requirements and also should maintain the
customer
relationship.
OBJECTIVES OF THE STUDY
1. To study the customer satisfaction towards Dodla dairy Milk Products
2. To study the customer perception towards recent price hikes on dairy products
3. To study the availability of Dodla dairy Milk Products in the market.
4. To study the promotional activities adopted by the company.
SAMPLING
Population =
NELLOR TOWN
Sample size =
200
Sample unit =
QUESTIONNAIRE DESIGN
The questionnaire design is following types:
YES OR NO QUESTIONS
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CUSTOMER SATISFACTION
This refers to those questions in which the respondents are given a limited number of
alternatives responses. The respondents have to select one among them.
RANKING SCALE
This refers to those questions in which the respondents are given a limited number of
alternatives responses from which they has to rank the options that are given in the question.
RATING SCALE
This refers to those questions in which the respondents are given a limited number of
alternatives responses from which they has to rate the options that are given in the question.
DATA COLLECTION
Data collection is very essential to study the information fact and figure that are directly
seated to the problem that have formulated. The kinds of data that has calculated for this study
are:
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CUSTOMER SATISFACTION
The study on customer satisfaction towards Dodla dairy Milk Products aims at identifying
customer satisfaction level towards various dairy products available particularly with
Dodladairy.LTD.the study also focus on the impact of recent price hikes in the market and on the
sales of the company. As the company has distribution system in the market . I also through light
on the availability of DodladairyMilk Products in the market . The study also focused on the
promotional activities of the company in bringing awareness about the product to the consumer.
STATISTICAL TOOLS:
For data analysis statistical tools used are simple percentage and chi- square test.
PERIOD OF STUDY
This field work for the survey is gone for two months, and the collection of data
analysis and interpretation of the survey carried for one month. Totally the period for the study
went for two months.
CHAPTER-4
YOGI VEMANA UNIVERSITY,KADAPA
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CUSTOMER SATISFACTION
S.No
OCCUPATION
No; Of Respondents
Percentage
STUDENT
36
BUSINESS
25
EMPLOYEE
42
38.19%
OTHERS
07
6.3%
Total
100
32.73%
22.73%
100
DATA ANALYSIS
4.1. TABLE SHOWING OCCUPATION OF THE RESPONDENTS
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CUSTOMER SATISFACTION
S.No
Opinion
No; Of Respondents
Percentage
Milk
30
Curd
24
24
Butter Milk
34
34
Other products
12
12
Total
100
100
30
INFERENCE:
The above table illustrates that, 36% of the respondents are Students,15% of the respondents are
business,42% of the respondents are employees and 7% of the respondents are others. These are
the information about respondents.
Graph-3.1
STUDENT
BUSINESS
EMPLOYEE
OTHERS
INFERENCE:
YOGI VEMANA UNIVERSITY,KADAPA
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CUSTOMER SATISFACTION
The above table illustrates that, 30% of the respondents are using Milk daily 24% of the
respondents are consuming curd, 34% of the respondents are consuming butter milk and 12% of
the respondents are using other milk products
35
30
25
20 Milk
Curd
Butter Milk
Other products
15
10
5
0
Graph-3.2
4.3 Table Showing customer satisfaction explanation about the Benefits/features of the Milk
Products
INFERENCE:
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CUSTOMER SATISFACTION
S.No
Satisfaction level
No; Of Respondents
Percentage
Satisfied
32
32
Dis satisfied
28
28
Very satisfied
22
22
18
18
Total
100
100
The above table illustrates that, out of 100 respondents 32% of the respondents are Satisfied,
28% of the respondents are dissatisfied 22% of the respondents are very much satisfied and 18%
of the respondents are very much dissatisfied with the benefits and features of the product
35
30
Satisfied
Dis satisfied
25
20 Very satisfied
15
10
5
0
Graph-3.3
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CUSTOMER SATISFACTION
S.No
Selection option
No; Of Respondents
Percentage
Home Delivery
56
56
Retailing
44
44
Distribution
10
10
Manufacturer to customer
Total
100
100
4.4 Table Showing customer satisfaction explanation about the delivery procedure
60
50 Home Delivery
Retailing
40
30
20 Manufacturer to customer
10
0
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Distribution
CUSTOMER SATISFACTION
Graph-3.4
4.5 Table Showing customer satisfaction about theChoosing of buy to these Products.
INFERENCE:
The above table illustrates that, out of 100 respondents 27% of the respondents are satisfied,
9% of the respondents are dissatisfied, 42% of the respondents are very much
S.No
comfortabulity level
No; Of Respondents
Percentage
Satisfied
27
27
Dis satisfied
Very satisfied
42
42
Moderately
22
22
Total
100
100
Satisfied and 22% of the respondents are moderately satisfied by choosing the product.
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CUSTOMER SATISFACTION
Graph-3.5
45
40
35Satisfied
Dis satisfied
30
25
20
15Moderately
10
5
0
Page 55
Very satisfied
CUSTOMER SATISFACTION
S.No
Satisfaction level
No; Of Respondents
Percentage
Excellent
34
34
Good
28
28
Moderate
23
23
Uncomfortable
15
15
Total
100
100
4.6 Table Showing customer satisfaction of the overall comfortabulityof using the products
INFERENCE:
The above table illustrates that, out of 100 respondents 34% of the respondents are said that
Excellent, 28% of the respondents are said that Good, 23%
Moderate and 15% of the respondents said that un comfortable in using the product.
35
30
25
20Excellent
Good
Moderate
Uncomfortable
15
10
5
0
Gra
ph-3.6
YOGI VEMANA UNIVERSITY,KADAPA
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CUSTOMER SATISFACTION
S.No
comfortabulity level
No; Of Respondents
Percentage
Satisfied
27
27
Dis satisfied
Very satisfied
42
42
Moderately
22
22
Total
100
100
INFERENCE:
The above table illustrates that, out of 100 respondents 27% of the respondents are satisfied,
922% of the respondents are moderately satisfied by choosing the product % of the respondents
are dissatisfied, 42% of the respondents are very much satisfied and by choosing the product
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CUSTOMER SATISFACTION
45
40
35Satisfied
Dis satisfied
Very satisfied
30
25
20
15Moderately
10
5
0
Graph
-3.7
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CUSTOMER SATISFACTION
S.No.
Availability of Products
No; Of Respondents
Percentage
Yes
82
82
No
18
18
TOTAL
100
100
INFERENCE:
From the above table availability of are 82% Yes, 12% No.
Graph-3.8
90
80
70
60
50
40
30
20
10
0
Yes
No
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CUSTOMER SATISFACTION
S.No
No; Of Respondents
Percentage
High
18
18
Affordable
42
42
Littlemore
23
23
Very less
17
17
Total
100
100
INFERENCE:
The above table illustrates that, out of 100 respondents 18%of the customers are high, 42%of
the customers are affordable, 23%of the customers are Littlemore, and 17% of the customers are
very less regarding to Price level of the products.
Graph-3.9
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CUSTOMER SATISFACTION
S.No.
Satisfaction Level
No; Of Respondents
Percentage
Yes
73
73
No
27
27
TOTAL
100
100
Percentage
45
40
35
30
25
20
15
10
5
0
Percentage
High
Affordable Littlemore
Very less
INFERENCE:
From the above table satisfaction of sales & services are 73% Yes, 27% No.
Graph-3.10
YOGI VEMANA UNIVERSITY,KADAPA
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CUSTOMER SATISFACTION
S.No
Satisfaction level
No; Of Respondents
Percentage
Delighted
23
23
Satisfied
38
38
Very satisfied
21
21
Dis satisfied
18
18
Total
100
100
27%
No
73%
4.11 Table Showing customer satisfaction of the overall marketing performance of company.
INFERENCE:
The above table illustrates that, out of 100 respondents 22%of the customers are delighted,
42%of the customers are satisfied, 20%of the customers are very satisfied, and 16% of the
customers are dis satisfied regarding to performance of Marketing.
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CUSTOMER SATISFACTION
S.No
Satisfaction level
No; Of Respondents
Percentage
Delighted
22
22
Satisfied
29
29
Very satisfied
36
36
Dis satisfied
13
13
Total
100
100
Graph-3.11
Percentage
40
35
30
25
20
15
10
5
0
Percentage
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CUSTOMER SATISFACTION
INFERENCE:
The above table illustrates that, out of 100 respondents 23%of the customers are delighted,
38%of the customers are satisfied, 21%of the customers are very satisfied, and 18% of the
customers are dis satisfied regarding to quality of the product.
Graph-3.12
Delighted
Satisfied
Very satisfied
Dis satisfied
4.13. Do you think the company should develop more milk exclusive
Parlor to sell their milk products
S.No
1
2
3
4
Satisfaction level
Delighted
Satisfied
Very satisfied
Dis satisfied
Total
No; Of Respondents
22
29
36
13
100
INFERENCE:
YOGI VEMANA UNIVERSITY,KADAPA
Page 64
Percentage
22
29
36
13
100
CUSTOMER SATISFACTION
The above table illustrates that, out of 100 respondents 22%of the customers are delighted,
29%of the customers are satisfied, 36%of the customers are very satisfied, and 13% of the
customers are dis satisfied regarding to transportation of product in time.
Graph-3.13
40
35
30
25
20
15
10
5
0
Delighted
Satisfied
Very satisfied
Dis satisfied
FINDINGS
It is found that most of the respondents 54%ofare using Milk and Curd in a large quantity
daily
It is found that the most of the respondents56%0f are very much satisfied with the
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CUSTOMER SATISFACTION
Most of the respondents 17%ofare less comfortable with the product usage
42%of respondents are very much satisfied with the availability of product.
17%of customers are very less satisfied regarding to Price level of the products.
27%of customers are satisfied regarding to performance of Marketing.
38%of customers are satisfied regarding to quality of the product.
36%of customers are very satisfied regarding to transportation of product in time.
SUGGESTIONS
It is advised to increase the total number of free services so that the customers may feel
optimistic on the part the services.
Response at the time of servicing should be improved.
It is advised to improve some features of the Dodla dairy Products such that it leads to
be majestic market.
The delivery boys are to be strictly prohibited from taking tips from the customers by
keeping eye on them.
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CUSTOMER SATISFACTION
Instructions regarding the usage of the product for better performance should be
explained to the customers at the time of sales or else printed in the product.
ANNEXURE-I
QUESTIONNAIRE
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CUSTOMER SATISFACTION
Address:
1.
Do you use milk products?
a) Yes
b) no
1.1 if yes, specify your daily consumption
A) 1/2 liter
B) 1 liter
C)2 liter
D)above 2 liter
2. What type of milk do you preferred to consume ?
a) Creamy milk
()
b) Normal milk
()
()
b) no
3.1 if yes, select the type of DODLA DAIRY milk products you use from
The following
a) Milkyes ( )
no ( )
b) Ghee
yes ( )
no ( )
c) Ice cream
yes ( )
no ( )
d) Flavored milk
yes ( )
no ( )
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CUSTOMER SATISFACTION
e) Sweetsyes ( )
no ( )
4. How did you get awareness about the DODLA DAIRY milk products?
a) newspapers b) television c) hoardings d) paintings e) others
5.
Rate your satisfaction level on the promotional activities followed byDODLA DAIRY
milk products
a) Highly satisfied b) satisfied c) neither satisfied & nor satisfied
d) Dissatisfiede) highly dissatisfied
6. How do you feel about the prices of DODLA DAIRY milk products?
a) Good
b) moderate
c) poor
7. Are you satisfied with the quality of DODLA DAIRY milk products?
a) Yes
b) no
b) no
9. Are you satisfied with the milk product available with your nearest
dealer?
a) Yes
b) no
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CUSTOMER SATISFACTION
a) Highly satisfied b) Satisfied c) Neither satisfied & nor satisfied
d) Dissatisfied
e) highly dissatisfied
Factors
Highly
satisfied
satisfied
Neither
Dissatisfied
satisfied &
nor satisfied
Quality
Price
Brand image
Packing
Availability
Page 70
Highly
satisfied
CUSTOMER SATISFACTION
13. Do you think the company should develop more milk exclusive?
Parlor to sell their milk products
a) Yes
b) no
14. Are you satisfied with the product service quality of the
DODLA DAIRYmilk parlors
a) Yes
b) no
15. How do you feel about the recent price hikes of DODLA DAIRYmilk
a) Satisfied
ANNEXURE-II
BIBILOGRAPHY
MARKETING RESEARCH
: D.D.SHARMA
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CUSTOMER SATISFACTION
D.B.BERI
RESEARCH METHODOLOGY
: C.R.KOTHARI
WEBSITE:
www.google.com
www.prenhall.com
www.dodladairy.com
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