Customer Satisfaction On Madhur Dairy Product

CUSTOMER SATISFACTION ON MADHUR DAIRY PRODUCTS
KALOL I NSTUTE OF MANAGEMENT

1

CHAPTER 1

INTRODUCTION OF INDUSTRY AND COMPANY

1.1 OVERVIEW OF INDUSTRY

Dairy is a place where handling of milk and milk products done and technology
refers to the application of scientific knowledge for practical purpose. Dairy
technology has been defined as that branch of dairy science which deals with the
processing of milk and the manufacture of milk product on an industrial scale.

In India, dairying has been practice as a rural cottage industry since the remote past.
Semi commercial dairying started with the establishment of military dairy farms and
co-operative milk unions throughout the country towards the end of the nineteenth
century. During the earlier each household in those countries maintained its family
cow or secured milk from its neighbor who supplied those living close by. As the
urban population increased fewer households could keep a cow for private use. The
high cost of milk production problems of sanitation etc., restricted the practice and
gradually the family cow in the city was eliminated and were all sent back to the
rural areas.

Generally farmers within easy driving distance began delivering milk over regular
routes in the cities. This was the beginning of the fluid milk-shed which surrounds
the large cities today. Prior to the 1850s most milk was necessarily produced within a
short distance of the place of consumption because of suitable means of
transportation and refrigeration.

The Indian dairy industry has made rapid progress since independence a large
number of modern milk plants and product factories has since been established.
These organized dairies have been successfully engaged in the routine commercial
.These organized bottled milk and various western and Indian dairy products with
modern knowledge of the protection of milk during transportation, it became
possible to locate dairies where land was less expensive and crops could be grown
more economically.

Indian dairy sector contributes the large share in agricultural gross domestic
products. Presently there are around 70,000 village dairy cooperatives across the
country. The co-operative societies are federated into 170 district milk producers
unions, which in turn has 22-state cooperative dairy federation.


2

1.2 INTRODUCTION OF COMPANY

Madhur milk union is very small is idea in all over Gujarat. Madhur dairy paid price
to milk producer in highest in Gujarat. Madhur dairy has awarded to national and
international awards. Madhur Dairy is famous as The taste of Capital and the name
of Madhur Dairy is remembered at National level.

Madhur Dairy also branded as the The Taste of the Capital serves maximum milk
consumers in the City of the Gandhinagar which is the capital of Gujarat. Madhur
Dairy has launched various products under its umbrella which includes Milk,
Buttermilk, Dahi, Butter-oil (Ghee), Sweets, Lassi, Ice-creams, Paneer etc.

Madhur Dairy is one of the Good Performer Dairy in Gujarat. The entire Milk
Industry it becomes increasingly management to understand the developments in the
Diary Business.

Established in the year 1971 producing various type of Milk Products.
112 Village Milk producers Co-Operative Societies are Member of this Union.
38500 Milk producers are Member through Village Milk Societies.
This Organization has an ISO 9001 2008 Certified & also having ISO-22000-
2005 Food Safety Management Certificate.
95% Consumers are covered by this Union in Gandhinagar City.
Many facilities are providing to his members, Like Medi-Claim, Loan for
Animal, Welfare Funds, Calcium, Animals Food, Chap-Cutter, and Insurance
for Animals & Members etc.
Organization has latest Un-Touch System Machinery for Milk Products.
Nearly 493 lacs Liters milk is Collecting Every Day from Milk Producers
through Milk Co-op. Societies.
Products of this organization are Pasteurized Cow-Milk, Buffalo-Milk, Curd,
Butter-Milk, Milk-Sweet, Ice-Creams, Butter-Oil (Ghee), and Flavour-Milk etc.
Cow Milk in pouch pack marketed first in India, Launch in market by the
Honorable Governor of Gujarat State.
Cow ghee in pouch pack marketed first in India, Launch in market by the
Honorable Governor of Gujarat State to protect the cow gender as per the Indian
culture.
Gandhinagar MADHUR DAIRY is nationally recognized.
On 1st May 2011 Jammu Kashmir cooperation Minister Abdul Hamid Ansari
and MD of cooperation Bank Mahmud Ashraf make welcome visit to Madhur
dairy.


3

Organization Chart

Board of Director
Managing Director
General
Manager
(marketing)
Production
Manager
Engineering
Manager
Society
Manager
Account
Manager
Store &
Purchase
Assistant
Manager
Admin
Office
Assistant
Manager
Marketing
Senior
Marketing
organizer
Marketing
Supervisor
Sales
Attendant
Assistant
Manager
Production
Technical
Officer
Shift Up
Document
Supplier
Operator
Assistant
manager
engineering
Engineering
Maintenance
Attendant
Attendant
A.M
Society
Sup.
Society
Sup.
Attendant
A.M
Account
Senior
Account
Clerk
Attendant
Store
officer
purchase
Store
Clerk
Clerk
Attendant
Vaternary
officer
Ass.Hus.
Clerk
Attendant
Junior
Officer
Senior
Clerk
Clerk
Computer
Operator
Peon
Chairman

4

Company Profile

1.
Name of the Company

GANDHINAGAR DISTRICT CO
MILKPRODUCERS UNION LTD.
2. Date of Registration 6
th
FEBRUARY, 1971
3. Form of the Organization Milk & Milk Product
4. Type of the Unit Milk Processing Unit
5. Registration No. 1080
6. Number of Members 114
7. Products
Milk, Butter Milk, Butter Oil, Sweets, Ice-
Cream, Dahi, Lassi, Paneer etc.
8. Location
MADHUR DAIRY
K ROAD, GIDC, SECTOR 25
GANDHINAGAR, GUJARAT, INDIA
9. Manager [Marketing] Mr. Niranjan N. Barot
10. Auditor
Mr. B.P.Charel
Special Auditor [milk], Ahmedabad
11. Bankers
1. Bank Of Baroda, Gandhinagar
2. State Bank Of India, Ahmedabad
3. Co-Operative Bank [sector 16]
4. Axis Bank, Gandhinagar

5

Awards and Prizes

`Certificate of Merit presented from National Productivity Council in recognition of
Company performance in productivity during the year 1993-94 in a function presided
over by Hon. President of India.

Productivity Award presented from National Productivity Council in recognition for
the best productivity performance during the year 1994-95 by Hon. Prime Minister
of India.

Bhartiya Udhyog Ratnan Award presented from Indian Economic Development &
Research Association by Hon. Union Minister for chemical & fertilizers, Govt. of
India on the occasion of 18th National Seminar on `Individual Achievement &
Nation Building in 2000.

National Industrial Excellence Award presented from Indian Economic Progress
Society by Hon. Minister of State for science & technology.

The Indian Economic Development and Research Association, New Delhi (India)
has declared the KHOHINOOR OF INDIA AWARD to our organization on a
National basis for outstanding contribution on the field. It will be received on 2nd
April 2008 on the occasion of 46th national seminar on National Development
through Individual Achievements &World Peace.

Udhyog Ratna Award: The Udhyog Ratna Award is declared to this organization
presented on 11-8-2008 at New Delhi.

Life time Achievement Award: This Award Presented on 12-8-2008 at New Delhi.

International Achievers Award: International Achievers Award is also to be
awarded on 30-31 August 2008 at New Delhi.
International Achievers Award is to Chairman Dr. Shankarsinh R. Rana on 20th
September 2009 At Bangkok. (Thailand)


6

Board of Directors

Dr. Shankarsinh R. Rana Chairman
Mr. Ataji K. Thakor Director
Mr. Bhikhaji H. Makwana Director
Mr. Virambhai G. Desai Director
Mr. Manuji H. Gohil Director
Mr. Raghusinh K. Bihola Director
Mr. Dashrathbhai M. Chaudhari Director
Mr. Jasvantbhai G. Patel Director
Mrs. Taraben G. Thakor Director
Mrs. Kesarben S. Thakor Director
Mrs. Hansaben R. Patel Director
Mrs. Madhuben H. Patel Director
Mr. A.K. Dhagadh (Rep. -GCMMF) Director
Mr. M.C. Shah (Rep. -NDDB) Director
Mr. D.G. Dalal Director
Mr. Rohit Mehta managing director


7

1.3 Details about Company

In Madhur dairy, there are four forms of organization like sale, proprietorship,
partnership firms, Joint Stock Company. Further classification leads to private
limited and public limited government company and joint venture.

Gandhinagar district co-operative milk producers union ltd Madhur dairy,
Gandhinagar. This unit is four departments in this department like production
department, human department, marketing department, finance department.

Production Section (Dairy plant)
Production means creation of utilities and energy to satisfy the wants and
requirements of the people. It covers all the activities of the allocation and utilization
of resources such as laborers energy, material equipments etc.
Production is a basic function of the firm as an output. As there are so many products
of the dairy, the production departments staff is quite intelligent and hard working.
Production is a combination of the four factors land, labors, capital and entrepreneur.
In the dairy, the four factor are combined and so the production goes high day-to-
day.

There are different kinds of process doing in the different department of the
production process.

Milk receiving Department
Milk pasteurization Department
Milk Storage Department
Milk Pouch Packing Section
Butter Making Department
Ghee Making Department
Paneer Making Department

Purchase Department

The process of purchase department in Madur Dairy is Follow:-
Store Requirements
Register Supply Inquiry
Letter to Supply
Reply of Supply
Offer Letter for Shield Offer
Comparative Statement
Use Departments Opinion
Quality + Lower Price
Recommendation and Approval

8

General Detail of Company

Name of the Organization:
GANDHINAGAR DISTRICT CO-OPERATIVEMILK PRODUCERS UNOIN
LTD. MADHUR DAIRY

Registered Office:
GANDHINAGAR DISTRICT CO-OPERATIVE MILK PRODUCERS UNION
LTD.

Address:
Madhur Dairy, K- Road, G.I.D.C. Sector 25, Gandhinagar-382023

E-MAIL Address:
amul-gan-guj@nic.in

Form of Organization:
Co-Operative

Types of Organization:
Medium Scale

BANKERS:
Punjab National Bank, Gandhinagar
Bank of Baroda, Gandhinagar
State Bank of India, Gandhinagar
Ahmedabad District Co-operative Bank

Distribution Place in Gandhinagar City:
Madhur Parlor, Sector-3/A, Jalaram Complex
Madhur Parlor, Sector-7 Shopping Centre
Kamdhenu, Sector-21/1, Opposite Reliance Mall
Madhur Parlor, Sector-21/2, Vishwkarma Centre
Kamdhenu, Sector-28, Near Garden
Kamdhenu Stall, Madhur Dairy Main Gate
Madhur Parlor, Gh-5 Circle, Gandhinagar
Madhur Parlor, Sector-6/b, Gh-2 Circle

Distribution Place at Villages:
Vavol Kamdhenu Milk produce mandli, Vavol
Palaj Opposite New Mahakali Temple, Palaj
Adraj Moti Adaraj, Milk produce mandali, Adraj Moti
Kolavda Milk produce mandali, Kolavada

9

Unawa Near, Bus Stand, Unawa
Gandhinagar MADHUR DAIRY is nationally recognized.On 1st May 2011
Jammu Kashmir cooperation minister Abdul Hamid Ansari and MD of cooperation
Bank Mahmud Ashraf make welcome visit to Madhur dairy.

PORTER FIVE FORCE MODEL

1. Bargaining Power of Suppliers:
The term 'suppliers' comprises all sources for inputs that are needed in order to
provide goods or services. Supplier bargaining power is likely to be high when:
The market is dominated by a few large suppliers rather than a fragmented source
of supply,
There are no substitutes for the particular input,
The suppliers customers are fragmented, so their bargaining power is low,
The switching costs from one supplier to another are high,
There is the possibility of the supplier integrating forwards in order to obtain
higher prices and margins.
The buying industry has a higher profitability than the supplying industry,
Forward integration provides economies of scale for the supplier,
The buying industry hinders the supplying industry in their development.

2. Bargaining Power of Customers:
Similarly, the bargaining power of customers determines how much customers can
impose pressure on margins and volumes. Customers bargaining power is likely to
be high when:
They buy large volumes; there is a concentration of buyers,
The supplying industry comprises a large number of small operators.
The supplying industry operates with high fixed costs,
The product is undifferentiated and can be replaces by substitutes,
Switching to an alternative product is relatively simple and is not related to high
costs,
Customers have low margins and price are sensitive,
Customers could produce the product themselves,
The product is not of strategically importance for the customer,
The customer knows about the production costs of the product.

3. Threat of New Entrants:
The competition in an industry will be the higher; the easier it is for other companies
to enter this industry. In such a situation, new entrants could change major
determinants of the market environment (e.g. market shares, prices, customer
loyalty) at any time.
Economies of scale (minimum size requirements for profitable operations),

10

High initial investments and fixed costs,
Cost advantages of existing players due to experience curve effects of operation
with fully depreciated assets,
Brand loyalty of customers
Protected intellectual property like patents, licenses etc.,
Scarcity of important resources, e.g. qualified expert staff.
Access to raw materials is controlled by existing players,
Distribution channels are controlled by existing players,
Existing players have close customer relations, e.g. from long-term service
contracts

4. Threat of Substitutes:
A threat from substitutes exists if there are alternative products with lower prices of
better performance parameters for the same purpose. Similarly to the threat of new
entrants, the threat of substitutes are determined by factors like
Brand loyalty of customers,
Close customer relationships,
Switching costs for customers,
The relative price for performance of substitutes,
Current trends.

5. Competitive Rivalry between Existing Players
This force describes the intensity of competition between existing players
(companies) in an industry. Competition between existing players are likely to be
high when:
There are many players of about the same size,
Players have similar strategies
There is not much differentiation between players and their products, hence,
there is much price competition
Low market growth rates (growth of a particular company is possible only at the
expense of a competitor),
Barriers for exit are high (e.g. expensive and highly specialized equipment).

1.4 Features of Company

During my training period at Madhur Dairy, I come to know that Madhur Dairys
Distribution Channel network works very nicely. Right now there are around 179
Centers working in Gandhinagar. With the help of Co-operative Society, Madhur
Dairy gets order from Center Owners. Center owners have to give payment within
next day. If any Center Owner is not able to pay the amount with in time limit, then
he has to bear 100 Rs as penalty. In this Distribution Channel, Co- operative Society

11

has to use its own vehicles, it has to use its own Cane and has to appoint the
supervisor.

Madhur
Dairy has
made it
very clear
from the
very
beginning
that once the truck go away from Madhur dairy then it is not their responsibility
regarding leakage For this, they also allowed supervisor to stay while loading milk
bags in the truck. But due to supervisor laziness, they not come. One more thing, it
is also required for center owner to stay at their Center Location at the time of
delivery, but mostly center owner not present while truck come. If they are present
there & if they find any leakage there, then they can approached marketing
department at Madhur dairy, where they have to filed 1 form for replacement and in
the past Madhur dairy have replaced damaged milk bag when they came there at
Madhur dairy and filled the form. But in most of the cases center owner never come
there.

MADHURs focus is largely on attracting, developing and retaining the talent
available in the market through minimal resources, cost effective administration.
MADHUR intends to strengthen culture which imparts loyalty, commitment and
responsibility into our members, to increase productivity.

Sales Report of Madhur Dairy:
The sales of Madhur milk in 2005-06 was 55890 and it has increased by 2206 for the
year
2006-07. in 2006-07 it was 58096 and in 2007-08 it was 61983, so it has increased
by 3887,
again in 2008 -09 it was 63946 increased with 1963.as per the comparison of
2009-10
And 2010-2011 it has increased by 7137.

Hierarchy of the Marketing Department
Marketing Manager Mr. Niranjan N. Barot
Marketing Officer Mr. Paresh Patel
Junior Manager Mr. Kuldip Singh
Field Staff
Product wise sale of Madhur Dairy :

Milk 35147310 liter

12

Time Keeping System in MADHUR:
In Madhur to maintain the record of time of employee that when he come and when
he goes, there is one punching card system to measure the time of coming and going
of the employee. Each employee has the separate computerized identity punching
card.
All the data are stored into computer and a timekeeper saved it as a documentary
proof. When there is a power cut in the factory timekeeper notes timing of workers.

Cold Storage Plant in Madhur Dairy:
In this plant the excess milk is packed. The milk cannot be distributed in to the whole
seller at a time because it takes time to reach out and beside the time at which milk is
to be made available to the customers is also to be considered. Therefore during the
gap the milk is stored in a cold storage of the unit. The temperature in the cold
storage range from 5 degree to 10 degree Celsius and in the night the milk is
dispatched in the trucks.

Program for employees spouse and childrens like Cricket tournament,
ladies sports, movie shows for children, children visit to places of interest etc.
Picnic for permanent workers once in a year.
Concessional Staff bus facility.
Petrol Coupons for certain grade of executives.
Long Service Award to those employees who have completed more than 15
years of service in our organization.

Madhur Dairy has launched Madhur Patrika. In this Patrika they can provide
information of Madhur Dairy, Statement of Chairman, the Animal Husbandry and
news of Madhur Dairy.

Sweets 121105 kilogram.
Butter-milk 3003220 liter
Ice-cream 103186 liter
Ghee 602615 kilogram.
Paneer 1643 kilograms.

13

Madhur Dairy has working on distribution channels

Main Distributors
Total Centers 175
Total Distribution 45,000 liters/Day

Total Shifts - 2 shifts
Morning 3:00 A.M to 9:00 A.M.
Evening 3:00PM. To 5:00 P.M.

Collection as per Routs in Advance
Morning - 8 Routes
Evening - 3 Routes
Collection Commission less for society I am collection for only selling price no profit.

Deposit Rs. 10, 00,000/- in Advance.
Day to day Cheque through
Advance 2 days Deposit - 20, 00,000/- to dairy from Society
Outlet of Own
Total 18 Agency
07 parlors
05 Kamdhenu - 3 in Village, 2 in City
Parlor - Advance collection for an order
Agency - Advance Collection for an order
Kamdhenu Dairys own Collection on weekly basis.


14

1.5 Different Business Segment of the Company

Madhur dairy has involved different Segmentation. The veterinary department plays
a vital role for value perception of Madhur dairy in milk producers mind.The main
function of the veterinary department is top give the treatment to the milk producers
animals in Gandhinagar District. The veterinary department of Madhur dairy is
provides 24 hours services for the treatment of animals. There are mainly two
functions as the type of treatment by veterinary department.

BIJ DAAN
TREATMENT INCLUDING OPERATIONS

Camp
The dairy also organize the camp in villages of Gandhinagar District. They provide
the normal treatment free for the animal in that camp. The dairy have also plan for
the time and schedules for the yearly camp.

Medicines
The Milk Marketing Federation decide that which medicines to be used and should
be purchase from company. The price of those medicines which is customers get is
decided also by the federation.

Vehicle
For the visit of the various are of Gandhinagar District for the purpose to treatment
of animals the dairy provide the facility of vehicle -JEEP to the doctors. The
vehicles are mostly hired on the contract bases and its payment is given as the bases
of Kilometers. The selection of the vehicle is done as per the tender system.

Goals & objectives management
Competency management
Automated performance review
Succession, compensation, reallocation and career management
Integration between individual performance and training

Madhur dairy has involved in different Activities. It can be execution of Madhur
Welfare Trust for the Members of Madhur Dairy. It can be segment in Welfare
Activities; Health related Activities, Educational Assistant, and other different
activities.


15

Welfare Activities:
Execution of Madhur Welfare Trust for the betterment of members of Madhur
Parivar.
Assistance in case of hospitalization of employees and their family members
from prolonged illness to meet the excess expenses beyond Medi-claim limit.
Death relief fund to the family members.
Annual Day Celebration.

Health related activities:
Medical Check up of all the members on regular intervals.
Health Insurance for all employees, their spouse and their first two children.
Group accident coverage for all employees.
Doctors visit on every alternate day at main plant & EOU.

Educational assistant:
Education fees for outstanding children of Grade VI & below Employees.
Prize Distribution Awards for meritorious children of staff Members.

Other Activities:
Program for employees spouse and childrens like Cricket tournament, ladies
sports, movie shows for children, children visit to places of interest etc.
Picnic for permanent workers once in a year.
Concessional Staff bus facility.
Petrol Coupons for certain grade of executives.
Long Service Award to those employees who have completed more than 15 years
of service in our organization.


16

1.6 Financial Overview

Finance department are closely selected with other department like production
department, marketing department & personnel department. Finance is the key for
any department. The efficiency of production & marketing operation is directly
intense by the manner in which the finance function of the enterprise is performed by
the finance. It has also helpful in efficiency of the personnel department.

Finance department is providing polices & producers which bring out a closer
coordination between the various functional areas of business such as production &
marketing.

The financial planning is the forecast about the future requirements of fund & use of
funds. So the production department may get the information about how much fund
is needed in future for the producing of the product.

Finance department is closely related with the production department. Almost all
kind of business activity directly or indirectly involves the according & use of funds.
For example requirement & promotion of employees in the production is clearly a
responsible of the production department but it resolved payment of wages &
salaries and other benefits and this involves finance.

Finance department are closely related with the marketing department. Because in
marketing department in the advertising distribute good & services the funds is the
necessary. The finance department is providing the funds to the marketing
department.

The personnel department is closely related with the finance department. The
personnel department is provides the manpower to the organization. But there is need
to pay wages and salary and other facilities to the workers. The finance department is
provides the funds and other facilities to workers.

So, there is a close relationship of finance with production, marketing and personnel
department.

Bankers
1. Punjab National Bank, Gandhinagar
2. Bank of Baroda, Gandhinagar
3. State Bank of India, Gandhinagar
4. Ahmadabad District Co-operative Bank


17

1.7 HISTORY OF COMPANY

India is an agricultural country. 70% people live in the rural area. Their main
business is farming, bringing up animals and small handicraft businesses and by
working hard, they get service there is a land under plough for farming. In our
country is about 14 crores 20 lakhs and the about 9 crores 20 lakhs. So each farmer
gets about 1.5 hector land for pouching our farming is depend on rain so the farmers
fear from famine, heavy rain and in this situation, bringing us animals and dairy
business with farming help them as a supplementary business.

There is lots development in the dairy business by co-operative ways. In the dairy
business, women actively participate and doing animal husbandry activities, animal
care, collection of milk. In dairy co-operatives are collection of milk at both
morning-evening, conducting test of fat by counting milk price, they caring out
transactions, even there is lots of awareness come in the regarding reduction of
expenses related to production of milk. By watched the development of dairy
business in Gujarat and other states also making good development in this field in
co-operation head of the family.

Gandhinagar District Co-operative Milk Producers Union Ltd. Was established and
registered on 06/02/1971 under Gujarat state Co-operative Act, 1961 by some
prominent Co-operators of the Gandhinagar District with limited members and
limited societies with 3,000 Liters per Day (LPD) procurement of milk.

Nearly 20,000 litters milk is collecting every day from milk producers through Milk
Co-op. Societies. The first own processing plant was setup in 1983 at capital of
Gujarat state, Gandhinagar city with the help of Indian Dairy Association (IDA) and
National Dairy Development Board (NDDB) with the capacity of 30,000 LPD of
milk processing plant.

Products of Madhur Dairy are famous in Capital of Gujarat as a Taste of Capital
with the brand MADHUR.

In 1992-93, they 1st began a movement of arranging village level meeting to
convince primary milk producer at their door steps and it was a great moment. In
1996 the plant capacity is expanded up to 60,000 Litters per Day (LPD) and then
2002-03 the capacity is again expanded 2, 00,000 LPD.

During the year 2010-11, the union had collected a total of 493 lac liters of milk
from 41,350 members of 114 villages co-oprative milk producing societies. Daily

18

Average daily collection per society is 1,175 liters. This includes 62% buffalos
milk and 38% cows milk.
At present December 2011 milk producing 1,45,000 LPD and selling 1,19,000
LPD.

112 Village Milk producers Co-operative societies are member of this Union. 38500
Milk producers are member through Village Milk societies. This Organization has an
ISO- 9001-2000 Certificate and also having ISO-22000 Food Safety Management
Certificate. 95% consumers are covered by this Union in Gandhinagar city.

Aggressiveness:
Cow milk in pouch pack marketed first in India, Launch in market by the
Honorable Governor of Gujarat state.
Cow ghee in pouch pack marketed first in India, launch in market by the
Honorable Governor of Gujarat state to protect the cow gender as per the Indian
culture.

Steering:
Name of the Managing Director: Mr. Rohit Mehta
Name of Chairman: Dr. Shankarsinh R. Rana, PhD.


19

SWOT ANALYSIS of Madhur Dairy Company:

STRENGTHS;

The Madhur Dairy is having rich experience of the market.
The Madhur dairy is having a good reputation in the market.
The Madhur dairy has good customer retention ability.
Most of the Customers are fully satisfied with the Madhur Dairy Products.
The Madhur Diary has high growth market potential.
Mass production and modern technology gives the Dairy Success.
Affordableprice.
Good distribution network.
Brand image

WEEKNESS;

Lack of communication between co-operative society and center owner will
Create sometimes problem for Dairy.
All distribution channels are not well established.
Inadequate transportation facilities make milk procurement problem.

OPPORTUNITY;

The dairy has opportunity to grab the market in Gandhinagar as well as near area.
The Dairy has established the most modern and well organized unit.

THREATS;

Threat indicates challenges posed by an unfavorable trend and development that
would lead in the absence of defensive marketing actions to deterioration in sales or
profits. The dairy has a threat in the following areas.
Increasing population and requirement of milk and milk products.
There are many milk vendors in the area of Gandhinagar.
Other competitor in the market.


20

1.8 Vision and Mission of Company:

VISION Statement;

Madhur Dairy will be strengthening co-operative movement by making available
best quality, healthy, nutritious milk & milk products according to the customer taste
with the help of Gujarat co-operative Milk Marketing Federation to the entire
customer. It strives for excellence through commitment for the overall development
of milk producer & employees, protecting the environment, adopting the modern
technology, and the best practices prevailing in the industry.

Mission of Company;

Mission is to pay maximum price to milk producers.
Provide maximum satisfaction by qualify of milk to customer.
Product diversification 2 lacs capacity.
Reduce child morality.
Smile on every face.
Team working rather than individual.
Support to education & welfare institution.
Customers orientation and a focus on cost effectiveness, quality and services.
A self- reliant and vibrant rural economy.
Sustainable development of rural India free form poverty and hunger.
Eco socio development of milk producers.
Maximum price paid to milk producers
Clean milk production.
Best quality production with food safety.
Customer satisfaction.
Provide to milk producers and milk consumers.


21


22

1.9 Product Profile:

There are many product, which is produced and selling by the Gandhinagar district
Co- operative milk producers union limited (Madhur dairy). The process though
different stages packed under the name of Madhur & Madhur

Product List of Company:
Madhur products

Milk
Madhur Milk (200ml)
Madhur Taza (500 ml)
Madhur Shakti (500 ml)
Madhur Gold (500 ml)
Madhur Cow-Milk (500 ml)

Butter oil (Ghee)
Madhur Ghee All
Madhur Cow-Ghee (500 ml)

Madhur Butter Milk (500 ml)

Madhur Dahi (200 & 500 ml)

Madhur Paneer

Madhur Lassi

Ice-Cream
Madhur Ice-Cream
Madhur Choco bar
Madhur Mango Dolly
Madhur Family Pack Ice-Cream
Madhur Con

Madhur Sweet
Madhur Shrikhand
Gulab Jambu
Barfi (Rajwadi Barfi, Chocolate Barfi)
Mohanthal
Kaju-Katri


23

MADHUR MILK: - Firstly, raw milk received by the tanker from the district co-
operative dairy in this section. The tankers of raw milk are checked here for the
quality of the milk by the quality control laboratory. If the milk is acceptable,
computer initiates the action for unloading the milk tanker. The milk is unloaded by
the unloaded pumps & is passed through the milk chillers were its temperature is
stored in the raw milk storage silos.

There are two lines in this section one is milk pasteurizing & second is milk
standardizing. In first line milk is passed through the heat exchanges, where it is
heated to certain pre-determined temperature. Milk is taken out of heat exchanges &
passed through the centrifuge where fat is adjusted to required percentage. The
surplus fat is stored for ghee making in storage tanks. And pasteurized milk is taken
to silos.

In second line milk is passed through milk separators.The standardized and
pasteurized milk is taken to the milk packing section by pumps and stored in the
buffer tanks, the milk flows to the packed in pouches of predetermined volume.
These packed pouches are stored in the cold storage room. There are different types
of milk product which are produced in Madhur dairy, like toned milk, standard milk,
cow milk etc.

BUTTER OIL (GHEE):-After milk separation milk scanning is done. Here excess
of cream is extracted from the milk through cream separators. The scanning of milk
is done till they get 99% fat and then it is changed in to ghee is than sent for quality
testing in QAL.After it confirms to the laid standards after checking ghee is sent for
packing.

The packing is done in tin cans or pouches like that of milk and marketed under the
brand name of MADHUR GHEE. The packed ghee is started in the ghee storage
department.


24

MADHUR ICE-CREAM: -Madhur Ice-Cream is made from milk and milk
products, and sugar stabilizers. It contains milk fat 14.5 %, total solids 41%, sugar 15
% and protein 4.1 %. Its food energy value is cal. Per 100 ml-196-7 Kilo cal. It is
packed in 50 ml.cap, 100ml.cup, 500ml.pack, candies and cones. Various varieties of
ice-creams can be made from the basic mix by addition of required amount of
flavors, dry fruits & nuts.

MADHUR PANEER: - Madhur Paneer is Equivalent to Cream Cottage cheese.
Packing Diced Paneer - 100 g, 200 g & 1 kg Available. Block Paneer - 200 g & 1 kg.
It is Composition Milk Solids, Citric acid and Common Salt. Nutritional Information
289 kcal / 100 g


25

MADHUR BUTTER MILK: - Madhur Butter Milk is Pasteurized Buttermilk
meets the PFA standards. Packing of butter milk in Poly Pack - 500ml it is
Composition FAT (%) 1.0, SNF (%) 5.5, Acidity 0.8% Max. 48 Hours from the date
of packing if kept under Refrigeration below 8C

MADHUR DAHI: - Madhur Dahi made from Pasteurized Toned Milk
Packing of Dahi in Poly Pack - 250 gm., 500 gm., 1 kg * Cup 100 gm., 250 gm.,
500 gm. Shelf Life of Poly Pack - 7 Days from the date of packaging and in Cup - 15
Days. Storage condition Under Refrigeration.


26

1.10 Future Plan

Madhur Dairy is planning to launching new product & expanding capacity in current
product as under:

1. Madhur SMP (skimmed Milk Powder)
2. Madhur Mineral water (drinking water plant)
3. Madhur Tea (Tea Patti)
4. Madhur Chocolates
5. Madhur Paneer (Expansion)
6. Madhur cued (Expansion)
7. Madhur cattle feed
8. Madhur Ready to eat foods and Namkeens

Further, plans to set up Madhur biscuit factory also for side product, thereby sharing
its income amongst milk producers, the milk producers shall be strengthened
financially. Upon enhancement of financial strength of milk producers, their family
shall prosper better.

Shortly initiate action to link through internet 114 member milk societies of Madhur
dairy thereby Madhur dairy may remain in constant touch of milk societies.

Plans to furnish information by setting up LCD TV screen at premises of all member
milk societies to member milk producer brothers/sisters regarding milk
Cattle rearing, how to enhance milk production, how better cattle care can be
imparted, cattle feed, animal diseases and treatment and agro oriented information.

Set up a system so that same time video conference can be held with 114 milk
societies, thereby any information can be transmitted immediately and collectively to
societies and inquiries can be held for special information and exchange of questions
and thoughts can be executed speedily.

As government has launched 114 Ambulance service, I have plans to launch 109
Ambulance service for member society milk producers of Madhur dairy so that
immediate medical treatment can be provided when milk producers or their family
members face physical difficulty or sudden illness.

Madhur dairy intends to set up residential school for children of milk producers, of
employees of milk societies and Madhur dairy to ensure that the development of
children of milk producers of Madhur dairy as per other children or financially sound
people is ensured.


27

1.11 Quality Control

Madhur Dairy Gandhinagar is committed to:
Improve lifestyle of member milk procedures.
Achieve highest customer satisfaction by consistence supply of good quality safe
milk and milk products.
Strengthening co-operative structure.
Up gradation of process and application of innovative techniques.
Providing milk product and services per excellent for total customer satisfaction.
Implementation of innovation welfare schemes and services for social economic
development of milk procedures.
Application of eco-friendly process and operations.
Development of motivated dedicated and devoted work force


28

CHAPTER -2
Concept &Literature review


29

Liking towards the brand itself can influence liking for the brand (Hawkins, Best &
Coney, 1992). However according to study by Biehal, Stephens and Curlo (1992)
whether consumers like or dislike the product does not necessarily lead to brand
acceptance or rejection. So, even though consumers may like the product that they
see, it does not necessarily mean that they will go out and buy the brand.

SMITH MARSHAL (2000): Customers satisfaction measures the customer
perceptions of how well the company delivers on the critical success factors and
dimensions of the business. These usually include factors like services promptness,
staff responsiveness, and understanding the customers problem.

ADRIAN THOMPSON (2002): Those consumers feel valued wanted and loved
when,
1. Encourage face to face dealings.
2. Respond to message promptly and keep your customers informed.

MILSON (2003): Found that several authors maintain that it is nothing short of folly
to teach rules and marketing staffs the fewer points of quality control in the
manufacturing process, forgetting that it is these very people who have the most
direct contact with the companies customers.

KELLY WHITNEY (2006): Customer advocacy and customer satisfaction the
typical measurements around customer satisfaction of service delivery are customer
advocacy or customer loyalty is typically very different and there are questions
around willingness to repurchase and willingness to recommend you to others.

A SARINGAPANI (2006): It is a proven fact that cost of retaining customer is much
lower than acquiring a new one and the industry not only building relationship but
also financial returns.

SREEKUMAR P (2007): Customer attitude and customer perceived value can be
improved by managing customer interaction under the wider perspective of CEM.
Understanding the various experience points especially under the complex
environment of many outsourced functions, and managing them with the use of
relevant IT TOOLS can ensure less customer attrition and long term profitability.
The focus should shift from operations and service based by analyzing the
multipoint customer interactions and understanding that customer satisfaction needs
a holistic approach covering all possible contact points through which customer
experience is delivered.


30

CHAPTER 3
RESEARCH METHODOLOGY


31

3.1 Research Objectives

Basic concept of measurement and selling:

Once a research objective is finding and particular plan of action is chosen to solve
the problems that general plan set direction in the three major stages of gathering
primary data.
Designing questionnaires and related instrument for data collection
Planning sampling techniques and size.
Determining field procedures for the field workers.
The tasks in designing and writing the data collection forms to be used, particularly
the data by questions rather than observation.
In non-probability sampling method do not provide every elements of the population
any known chance of being selected in the sample. In non-probability sampling
method, the convenience sampling is used in my marketing research survey for milk
of Madhur Dairy. Under convinces sampling the samples are selected at the
convenience of the researcher investigation.

MARKET RESEARCH
Various authors have defined it in different way. Research starts with the question or
problem. Its purpose is to find out answer to question through the application or
scientific method. It is systematic and intensive study directed to word a more
complete knowledge of the subject study. Research can be classified in to two broad
categories.

a. Basic research
b. Applied research

Market research is systemic and objective study of problems relating to the market of
goods and services. It may be emphasized that is not restricted to many particular
area of marketing. But it is applicable to all phase of aspect.
Marketing research is a key of education of successful marketing stretchy of
programmed research is used to study competition and analyses the competitors
product positioning and how to gain competitive advance stage. It is also an
importance tools to study consumer opinion. The systematic and objective search
for an analysis so information relevant to the identification and solution of any
problems in the field marketing

Marketing research is the systematic design collection and reporting of data and
finding relevant to a specific marketing situation facing the company.


32

SELECTED PROBLEM FOR STUDY

In my Research study my topic is CUSTOMER SATISFATION OF MADHUR
DAIRY PRODUCT.

First Step in marketing research is clearly state the problem statement, which is
stating the management dilemma, its background, its consequences and the resulting
management question.

Past and presently every organization focus on the customers feedback, because
Customers feedback it is most important and easy way to increase business. After
the get feedback i know what the problem of our customer. On that basis i try to
solve their problem and increase business.

After the get feedback i know what is their problem? May be i know customer
Problem regarding price, Quality, Quantity, Packing Size, Freshness of product,
availability of product, Purchase place, Behavior of Dealer as well as retailer ,any
complain etc. and should try to this problem. And know what is customer actually
wanted?


33

3.2 RESEARCH DESIGN

Research Design is the plan, structure, and strategy of investigation conceived so as
to obtained answers to research questions and to control variance.
The definition consists of three importance term plan structure & strategy.

TYPE OF RESEARCH
1) Exploratory research
2) Descriptive research
3) Causative research

On the context of my topic consumers opinion survey, I had selected descriptive
research. Descriptive research is carried out to descriptive a phenomenon or market.
characteristics of the target market is a descriptive research continuing the above
example of services quality are search done on now customer evaluating the quality
of competitive services institution can be considered as an example of descriptive
research. Generally descriptive research is carried out only when the researcher
understand be phenomena or opinions characteristics.

Descriptive study can be divided in to two broad categories cross sectional &
longitudinal of the two, the former types of study is more frequently used.

Cross classification has two methods to research.
1) Cross field
2) Survey


34

3.3 SAMPLING PLAN

Sample Size: Sample size is proportion of population in this survey includes 100
consumers as respondents for making the reports.

Sample Techniques: The sampling method or design describes the procedure by
which sample is selected. There exist two classes of method.
1. Probabilities sampling method
2. Non probabilities sampling method.

In probabilities sampling method every element of population has a known chance of
being selected as sample but the survey of the customer feedback of dairy product.
Only study purpose and it is not possible to give equal chance of every element so in
my project the non-probabilities sampling method is used.

In the non-probability sampling method do not provide every element of the
population any known chance of being selected in the sample. In non-probability
sampling method, the convenience sampling is used in my Marketing research
survey for milk of Banas dairy under convenience sampling the sample is selected at
the convenience of the research investigators.


35

3.4 DATA COLLECTION

There are two types of sources of gathering marketing information namely primary
sources and secondary sources.

Primary Data
The primary data are those, which are collected fresh and for the first time, and thus
happen to be original in character. Here I have collected the primary data through
survey of customer who use products of Madhur through questionnaire.

Secondary Data
The secondary data are those which have already been collected by somewhere else
and which have already been passed through the statistical process. The secondary
data was collected from company books, company brochures, different websites and
other human resource management books whereas the Primary data was collected by
using Questionnaire and getting them filled personally.

Research Approach
Primary data can be collected in the ways observation, focus group research survey
and experimental research. In my marketing research survey i had collected primary
data through survey research. Survey best suited for descriptive research and it is
only concerned with getting practical knowledge. I had undertaken survey to learn
about peoples knowledge, beliefs, preference and satisfaction of Madhur dairy
products.

Research Instrument
Marketing research has choice of two main research instruments in collecting
primary data, questionnaire and mechanical devices. In my marketing research
survey i have used a questionnaire for collecting data. A questionnaire consists of a
set of questions presented to respondents for their answers. The questionnaire is the
most common instrument used to collect primary data. A questionnaire consists of
two types of questions close ended and open-ended questions. Close-ended questions
refer to provide two or more possible alternatives to the respondent. And the open-
ended questions allow the respondents to answer in their own words. In my
marketing research I have used both types of questions in questionnaire.


36

3.5 STATICAL TOOLS FOR DATA ANALYSIS

Analytical Tools
In this PERCENTAGE METHOD and SWOT ANALYSIS has been used.

Presentation Tools
Bar Diagrams and Pie Charts has been use for presenting the result of Survey.

LIMITATIONS AND CONSTRAINTS

The response from the respondents could be casual in nature. This may be due to
lack of interest or time on their part.
The correctness of Information provided by the respondents in the personal data
could not be established.
Some of the information provided by the respondents might not be correct.
Getting timely responses from the respondents was a difficult task.


37

3.6 Data Analysis and Interpretation

As global competition increases, maintaining customer loyalty is more important
than ever. Dissatisfied customers now have many options, with dozens of companies
from around the world competing for their business. It is crucial for every
organization to retain loyal customers by maintaining a high level of customer
satisfaction. However, sustaining an environment conducive to customer satisfaction
is a difficult task without a strong understanding of the data surrounding customer
satisfaction surveys

(1) Do you know about dairy products?

Interpretation:-
These graph and table shows that 100%respondents know about the dairy product.
Dairys product have good image in market and mostly person know about the
dairys product.

0
20
40
60
80
100
Yes No
Respondents
Respondents
Scale Respondents
Yes 100
No 00

38

(2) Which Dairy products are you using?

Scale Respondents
Madhur 80
Amul 15
Other 05

Interpretation:-
These graph and table shows that 80%respondents are using Madhur Dairys
products.15% respondents are using Amul Dairys Products. And 5% respondents
are using other Dairys products.

0
10
20
30
40
50
60
70
80
Madhur Amul Other
Respondent
Respondent

39

(3) How frequently do you purchase the Madhur Dairy products?

Interpretation:-
From the above analysis i can see that above 96% people of Gandhinagar are daily
purchases dairy milk, the users of butter milk is also in good demand, people
generally purchase ghee by monthly and sometime as required, people also purchase
ice-cream by weekly and monthly as per their desire, generally most of people
purchase sweets by monthly or sometimes. People also purchase sweet for
sometimes.

0
10
20
30
40
50
60
70
80
90
100
Milk Butter Milk Ghee Ice Creams Sweets
Milk
Butter Milk
Ghee
Ice-Cream
Sweets
Parameter Milk Butter Milk Ghee Ice-cream Sweets
Daily 96 50 - - -
Weekly 03 32 - 16 -
Fortnightly 01 12 08 28 -
Monthly - 04 26 38 12
Sometimes - 02 66 18 88

40

(4) For whom do you purchase a product?

Scale Respondents
Self-Use 83
Selling Purpose 10
For make another Product 07

Interpretation:-
From above the graph and table shows that 83% people using products for self-use.
10% people for selling purpose and 7% people using for make another products.

0
10
20
30
40
50
60
70
80
90
Self-Use Selling Purpose Make another
Product
Respondent
Respondent

41

(5) How do you know about Madhur dairy and its products?
Scale Respondents
Advertisement 50
Newspaper 20
Friends 30
Total 100

Interpretation:-
Out of 100 respondents 50% respondents know about the Madhur dairys product
through advertisement. 20% respondents know about the Madhur dairys product
throughnewspaper. 30% respondents know about the Madhur dairys product
through friends. Some can say that advertisement is good way for awareness of
products.

50
20
30
Advertisement Newspaper Friends

42

(6) From where do you purchase a product?

Scale Respondents
Dairy 12
Dealer 15
Retailer 73

Interpretation:-
From above graph analysis out of 100 respondents 12% peoplepurchase Madhur
dairys products with Dairy.15% people purchase with dealer and 73% people
purchase with retailer.

0
10
20
30
40
50
60
70
80
Dairy Dealer Retailer
Respondent
Respondent

43

(7) Are you satisfied with the packing of Madhur dairy products?

Scale Respondent
Yes 100
No -

Interpretation:-
Out of 100 customers I can analyses thatall customers are Satisfied with the packing
of Madhur Dairys products.

0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Yes No
Respondent satisfied with packing
Respondent satisfied with
packing

44

(8) Which brand Milk of Madhur dairy do you use Purchase?
Parameter Respondents
Madhur Taza 33
Madhur Gold 27
Madhur Shakti 30
Madhur Cow Milk 07
Other dairy product 03

Interpretation:-

From the above analysis 33% people of Gandhinagar are using Madhur Taza Milk.
27% people are using Madhur Gold Milk. 30% people are using Madhur Shakti
Milk. 7% people are using Madhur Cow Milk and 3% people are using other dairy
products milk.

0
5
10
15
20
25
30
35
Madhur
Taza
Madhur
Gold
Madhur
Shakti
Madhur
Cow Milk
Other dairy
product
Respondents
Respondents

45

(9) Please give the opinion according to Quality of dairy product?

Interpretation:-

The above chart shows that 68% respondents are satisfiedwith products and service,
28% respondents gives medium rate, and 4% respondents are dissatisfied of
respondents.

0
0.2
0.4
0.6
0.8
1
1.2
Column1

46

(10) Are you satisfied with the weight/Quantity of Madhur dairy products?

Parameter Respondent
Yes 92
No 08

Interpretation:-
From the above table out of 100 respondents 92% people are satisfied with the
quantity of Madhur dairys products and 8% people are not satisfied with the
quantity of Madhur dairys products.

0
10
20
30
40
50
60
70
80
90
100
Yes No
Respondent Satisfied with the Quantity
Respondent Satisfied with
the Quantity

47

(11) According to you what do you think about the product price of Madhur Dairy in
Compare to other dairy products?

High 08
Moderate 27
Low 65

Interpretation:-

From the above table out of 100 respondents 8% people are says Madhur milk price
is high. 27% person are says milk price is moderate and 65% person are says Madhur
milk price is low.

0
10
20
30
40
50
60
70
High Moderate Low
Respondents of Price of Product
Respondents of Price of
Product

48

(12) What is your preference towards Madhur Dairy?

Scale Respondents
Positive 70
Negative 10
Neutral 20

Interpretation:-

From the above table out of 100 respondents 70% respondents are shows their
attitude towards Madhur Dairy is highly positive, 10% customers shows negative
response, 20% customers shows neutral response towards the Madhur dairys
Products.

0
10
20
30
40
50
60
70
80
Positive Negative Neutral
Respondents Preference
towards Madhur Dairy

49

(13) How do you rate Madhur Dairy products?
Good 62
Satisfactory 30
Poor 08

Interpretation:-
The above chart shows that 62% people give good rate of Madhur dairys product,
30% people are satisfactory with dairy product, and 8% people givepoor rate of
Madhur Dairys products.

0
10
20
30
40
50
60
70
Good Satisfactory Poor
Respondents Rate of Products
Respondents Rate of
Products

50

(14) What are the reasons which reduce your satisfaction by Madhur products?
Factors Respondents
Price 10
Thickness of milk 15
Availability 10
Taste 05
No Problem 60

Interpretation:

From the above table out of 100 people 10% respondents are dissatisfaction towards
Madhur Dairy due to price, 15% think about thickness of milk, 10% dissatisfied due
to availability of products, 05% people think about the taste, and 60% respondents
have no problem with Madhur Dairy.

0
10
20
30
40
50
60
Price Thickness Availability Taste No
Problem
Respondents
Respondents

51

(15) How do you rate the availability of Madhur Dairys products?

Scale Respondents
Good 60
Neutral 37
Poor 03

Interpretation:-

The above chart shows that 60% people got availability of dairy product, 37% people
got availability of dairy product sometime, and 3% people do not get services of
Madhur Dairy products every times.

0
10
20
30
40
50
60
70
Good Neutral Poor
Respondent

52

(16) Do you recommend your Relatives and Friends to use dairy products?

Scale Respondents
Yes 90
No 10
Total 100

Interpretation:-

From the above table out of 100 respondents, 90% respondents are recommend to
others and 10% respondents are says no.

0
10
20
30
40
50
60
70
80
90
Yes No
Recommend of Respondent
Recommend of Respondent

53

(17) Do you complain if any defect in the dairy products?
Parameters Respondents
Yes 10
No 90

Interpretation:-
From the above table out of 100 respondents, All 90% respondents are satisfied with
the dairy product. They have no complained with the dairy products. And 10%
respondents have complained in different products of Madhur dairy.

0
10
20
30
40
50
60
70
80
90
Yes No
Respondent of Complain in Product
Respondent of Complain in
Product

54

3.7 Contact Method

The method of contact is personal and the respondents are approached with the
research instrument.


55

CHAPTER 4
FINDINGS


56

I take sample size was 100 people to survey from the different areas of Gandhinagar.
The report also includes finding the important facts about the Madhur Dairy.

80% customers are using Madhur dairys products.
Above 68% customer are quite satisfy with Madhur Dairy.
Only 12% customers give negative preference towards Madhur Dairy.
The price of Madhur Dairy products is lower in the market.
There are certain reasons which reduce the customer satisfaction level by product
price, thickness, taste, smell, purity and so on.
The packaging system of Madhur Dairy products is very good.
In the area of Gandhinagar many customers informed their friends, relatives and
other people about Madhur Dairy.
No complains of Madhur Dairys products.


57

CHAPTER 5
CONCLUSION


58

Iwould like to say that Madhur dairy has got a unique position among the milk
production industry. There are number of competitors in the market but Madhur
dairy is doing all processes very fast in the era of globalization, liberalization and
privatization due to best quality of the product.

From the survey carried out, it can be concluded that in general most of the
customers are satisfied with the quality aspect. No doubt that Madhur Dairys
distribution channel is working effectively. The customer Satisfaction level is also
quite satisfactory and most of them will recommend Madhur Products to others.

Madhur Dairy is having a good man powers and Dr.Shankarsinh R. Rana well
experience in this field as a chairman of Madhur Dairy , than what else it need.
As per opinion about the Madhur Dairy would have wide scope of development in
coming year.
The motto of unit is customer satisfaction and leadership in the market. I think that
future of company is really bright because of Madhur dairy is providing quality
products.


59

`

CHAPTER 6
SUGGESTION


60

Madhur Dairy should increase its advertising and publicity.
To organize motivation programmed for booth and parlor owner.
Madhur dairy should focus on the retention of the existing clients by improving
the service rather than trying to increase of clients. This ensures clients
satisfaction and also increases its goodwill.
Madhur dairy should have own website. They have to think about making online
their all data which they are maintaining manually. Due to this, they will get the
right information fast.
The company should try to educate the potential customer by arranging
conference and make them aware of the benefits of the quality products.
Company should try to decide the moderate price of milk product because some
of the customers have very careful about the price of the milk and other product.
Company should try to increase more kamdhenu shop in area of the
Gandhinagar.


61

BIBLIOGRAPHY

Website
http://amul_gan_guj@nic.in
www.yahoo.com
www.google.com

Books and Magazine
Philip Kotler, Marketing Management, 13th Edition
C.R.Kothari, Research Methodology
Madhur Patrika (Magazine of Madhur dairy) in July 2012 Volume no 18

Newspapers
Times of India (Ahmedabad Edition)
Gujarat Samachar


62

ANNEXURE
CONSUMER QUESTIONNAIRE

Dear Sir /Madam,

I am M.B.A. student from Kalol instution of management. I am doing
project on customer satisfaction on madhur dairy milk product and for
that purpose I would like to collect some information from you. This
information would be kept strongly confidential and will be used only for
academic purpose.

CUSTOMER PROFILE

NAME : _________________________________________

AGE : Under 20 [ ] 20-35 [ ]
35-50 [ ] 50 and above [ ]

GENDER : MALE [ ]
FEMALE [ ]

OCCUPATION : _______________________________

CONTACT NO. : ________________________________

EDUCATION QUALIFICATION : ________________________________


63

1) Do you use Madhur Dairy product?
A. Yes [ ]
B. No [ ]

2) How offen you purchase milk of madhur dairy?

Parameter Milk
Daily
Weekly
Fortnightly
Monthly
Sometimes

3) For whom do you purchase a product?
A. Self-Use [ ]
B. Selling Purpose [ ]
C. For make another Product [ ]

4) How do you know about Madhur dairy Products?
A. Advertisement [ ]
B. Newspaper [ ]
C. Friends [ ]

5) From where do you purchase a product?
A. Dairy [ ]
B. Dealer [ ]
C. Retailer [ ]


64

6) Which brand Milk of Madhur dairy do you purchase daily?
A. Madhur Taza [ ]
B. Madhur Gold [ ]
C. Madhur Shakti [ ]
D. Madhur cow milk [ ]
E. other dairy milk brand [ ]

7) What is your preference towards Madhur Dairy?
A. Positive [ ]
B. Negative [ ]
C. Neutral [ ]

8) How do you rate Madhur dairy products?
A. Good [ ]
B. Satisfactory [ ]
C. Poor [ ]

9)What are the reasons which reduce your satisfaction by Madhur products?
A. Price [ ]
B. Thickness [ ]
C. Availability [ ]
D. Taste [ ]
E. No Problem [ ]

10) Do you recommend your Relatives and Friends to use Madhur Dairys Products?
A. Yes [ ]
B. No [ ]

11) Do you complain if any defect in the dairy product?
A. Yes [ ] which______________?
B. No [ ]

65

Thank you for completing this Questionnaire.

Customer Satisfaction On Madhur Dairy Product

Uploaded by

Document Information

Original Description:

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Customer Satisfaction On Madhur Dairy Product

Uploaded by

Copyright:

Available Formats

CUSTOMER SATISFACTION ON MADHUR DAIRY PRODUCTS

KALOL I NSTUTE OF MANAGEMENT

You might also like