thirumala dairy
DESCRIPTION
thirumala dairy customer satisfactionTRANSCRIPT
Table No: 4.2 STATEMENT SHOWING BRAND PREFERENCE
DAIRIES ARE
NO. OF RESPONDENCE
%OF RESPONDENCE
Sangam dairy
15 21%
Model 5 7%
Vijaya 8 11%
Tirumala 42 61%
Total 70 100%
Graph No: 4.2
65
Analysis:
From above table we can observe that 21% of the people
are using Sangam dairy milk, 72% of the people are using Model
dairy milk, 11% of the people are using Vijaya dairy milk , and
61% of the people are using Tirumala dairy milk.
We can observe that minimum number of people are using
Model dairy milk and maximum number of people are using
Tirumala dairy milk.
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Table No: 4.3 STATEMENT SHOWING DAILY PURCHASE QUANTITY OF MILK.
LITRES NO. OF RESPONDENCE
%OF RESPONDENCE
1/2Ltr 37 37%
1 ltrs 41 41%
2 ltrs 15 15%
Above 2ltrs
7 7%
Total 100 100%
GraphNo: 4.3
67
Analysis:
From above table we can observe that 37% of the people
are using ½ litre milk packets and 41% of the people are using 1
litre packets where as 15% of the people are using above 2 litres
milk packets.
Minimum number of people are using above 2 litres milk
packets, maximum number of people are using 1 litres milk
packets.
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Table No: 4.4 STATEMENT SHOWING PRICING WITH RESPECT TO QUALITY
OPTIONS
NO. OF RESPONDENCE
%OF RESPONDENCE
High 11 11%
Low 5 5%
Reasonable
84 84%
Total 100 100%
Graph No: 4.4
69
Analysis:
From above table we can observe that 11% of the people
said that the price with respect to quality is high, 5% of the
people said that the price with respect to quality is low, and 84%
of the people said that the price with respect to quality is
reasonable.
We can understand that minimum percentage of the
people says that the price with respect to quality is low,
maximum percentage of the people says that the price with
respect to quality is reasonable.
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Table No: 4.5 STATEMENT SHOWING ABOUT TYPE OF
TIRUMALA MILK USING CUSTOMERS
OPTIONS NO. OF RESPONDENCE
%OF RESPONDENCE
Tonned Milk
31 74%
Whole Milk
4 9%
D.T.M 5 12%
S.T.D 2 5%
Total 42 100%
Graph No: 4.5
71
Analysis:
From above table we can observe that 74% of the people
are using the Tirumala Tonned milk, 9% of the people are using
Tirumala Whole milk where as 12% of the people are using
Double Tonned milk, and 5% of the people are using
Standerdised milk.
We can observe that minimum percentage of the people are
using Tirumala whole milk and maximum percentage of the
people are using Tirumala Tonned milk
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Table No: 4.6 STATEMENT SHOWING PURCHASE TIME
OF MILK DURING MORNING
OPTIONS NO. OF RESPONDENCE
%OF RESPONDENCE
Before 5a.m 12 12%
Between 5a.m & 6a.m
67 67%
Between 6a.m & 7a.m
13 13%
24 hours 8 8%
Total 100 100%
Graph No: 4.6
73
Analysis:
From above table we can observe that 12% of the
customers are expecting the milk before 5 a.m., where as 67% of
the customers want the milk between 5 a.m and 6 a.m , and 13%
of the people are want the milk between 6 a.m and 7 a.m , but
8% of the people want the milk to be available for 24 hours.
We can observe that minimum percentage of the people
want the milk to be available for 24 hours, and the maximum
percentage of the people want themilk between 5a.m and 6 a.m.
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Table No: 4.7 STATEMENT SHOWING PURCHASE TIME OF MILK DURING EVENING
OPTIONS NO. OF RESPONDENCE
%OF RESPONDENCE
Before 2p.m 14 14%
Between 2p.m & 4p.m
18 18%
Between 4p.m & 6p.m
60 60%
24 hours 8 8%
Total 100 100%
Graph No: 4.7
75
Analysis:
From the above table we can observe that 14% of the
customers want the milk before 2 a.m., and 18% of the
customers want the milk between 2 p.m and 4 p.m , where as
60% of the people want the milk between 4 p.m and 6 p.m , but
8% of the people want the milk 24 hours.
We can observe that minimum percentage of the people
want the milk to be available for 24 hours, and the maximum
percentage of the people want the milk between 4p.m and 6 p.m.
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Table No: 4.8 STATEMENT SHOWING ABOUT PREFERENCE OF
TIRUMALA MILK
OPTIONS NO. OF RESPONDENCE
%OF RESPONDENCE
Quality 30 71%
Price 3 7%
Availability 5 12%
Time Supply 4 10%
Total 42 100%
Graph No: 4.8
77
Analysis:
From the above table we can observe that 71% of the
people are preferring the Tirumala milk on the basis of Quality
and 7% of the people are using the Tirumala milk because of its
Price, where as 12% of the people are using due to its
Availability, and 10% of the people are using because of its
Timely supply.
We can observe that minimum percentage of the
people are using the Tirumala milk on the basis of Price, and the
maximum number of the people are using Tirumala milk on the
basis of Quality.
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Table No: 4.9 STATEMENT SHOWING PERCEPTION ABOUT QUALITY OF TIRUMALA MILK
QUALITY NO. OF RESPONDENCE
%OF RESPONDENCE
Very Good 5 12%
Good 12 29%
Satisfactory 25 59%
Total 42 100%
Graph No: 4.9
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Analysis:
From the above table we can observe that 12% of the
people says that the quality of Tirumala milk is very good and
29% of the people said that quality of Tirumala milk is good
where as 59% of the people gave their opinion regarding quality
of Tirumala milk is satisfactory.
We can observe that minimum percentage of the people
says that the quality is very good and maximum percentage of
the people said that the quality is satisfactory.
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Table No: 4.10 STATEMENT SHOWING OPINION ABOUT
PRICE OF TIRUMALA MILK
OPTIONS NO. OF RESPONDENCE
%OF RESPONDENCE
High 13 31%
Reasonable 26 62%
Low 3 7%
Total 42 100%
Graph No: 4.10
81
Analysis:
From the above table we can observe that 31% of the
people said that the price of Tirumala milk is high, and 62% of the
people says that the price is reasonable ,where as 7% of the
people says that the price of the Tirumala milk was low.
We can observe that minimum percentage of the people
says the price of Tirumala milk is low, and maximum percentage
of the people says the price is reasonable.
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Table No: 4.11 STATEMENT SHOWING DELIVERY SYSTEM OF TIRUMALA
MILK
QUALITY NO. OF RESPONDENCE
%OF RESPONDENCE
Home Delivery 5 12%
Booths 8 19%
Milk Parlour 29 69%
Total 42 100%
Graph No: 4.11
83
Analysis:
From the above table we can observe that 12% of the
people are using Home delivery system, where as 19% of the
people buys the milk at Booths , and 69% of people buys the milk
at milk Parlour.
We can observe that minimum percentage of the people are
using Home delivery system, and the maximum percentage of
the people buys the milk at milk Parlour.
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Table No: 4.12 STATEMENT SHOWING ABOUT TIRUMALA MONTHLY
CARDS SCHEME
OPTIONS NO. OF RESPONDENCE
%OF RESPONDENCE
Yes 31 74%
No 11 26%
Total 42 100%
Graph No: 4.12
85
Analysis:
From the above table we can observe that 74% of the
people are aware about Tirumala monthly cards scheme,
where as 11% of the people are not aware about this scheme.
We can observe that minimum percentage of the people did
not know the Tirumala monthly cards scheme, and maximum
percentage of the people are aware Tirumala monthly cards
scheme.
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Table No: 4.13 STATEMENT SHOWING BRAND SUGGESTION TO
OTHERS
OPTIONS NO. OF RESPONDENCE
%OF RESPONDENCE
Yes 35 83%
No 7 17%
Total 42 100%
Graph No: 4.13
87
Analysis:
From the above table we can observe that 83% of the
people will suggests the Tirumal milk dairy products to
others, but 17% of the people responded are negatively of
Tirumala dairy milk products.
So we can observe that maximum number of the people
will suggests Tirumala dairy milk to others and minimum
number of the people will not suggests Tirumala Dairy milk
products to others.
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SUMMARY
Tirumala dairy has got its own name and fame through
far and wide of the country from its very beginning. Tirumala
dairy has been maintaining standards in supplying good
quality of milk and milk products.
Tirumala dairy’s milk is pasteurized and chilled which is
very advantageous to children as well as heart patients and
those suffering from cholesterol.
A study has been made to know the relative position of
Tirumala Dairy, dairies and vendors in the milk market, to
understand the awareness and attitudes of consumer
regarding all the brands of Tirumala Dairy Milk.
Sample size of 100 was drawn out and data was collected
with the help of questionnaires duly filled up by the
respondents. Tabulations are made from data and analysis
was carried out with the help of percentages pie charts.
The sample unit comprised of only middle and upper
middle class segments, the study covered all the categories of
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consumers like business men, employees (Govt. & Pvt.) house
wives, retired people, doctors, hotels, several other
professions etc.
From the study, it is concluded that the Tirumala dairy
making its mark in the dairy market slowly even though there
are big dairies operating in the market.
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FINDINGS
The management of “THE TIRUMALA DAIRY PVT LIMITED”
has been working sincerely and achieving the goals of the
organization successfully.
The local vendors having the good market share that is
30% where as milk dairies having 70% market share.
From the consumer point of view who were interviewed,
it was founded that there are some problems regarding
quality, taste and packaging of milk.
The Tirumala Dairy Market share is 42% where as co-
operative dairies is there.
The toned milk is the largest market share that is 74%
where as the other type of milk market shares are whole
milk 9%, Double Tonned milk 12% and Standerdised milk
5%.
The feeling about the pricing with respect to the quality
is average 84%
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Most of the consumers want the milk between 5-00 a.m.
to 6-00 a.m. in morning and between 4-00 p.m. to 6-00
p.m. in the evening.
It was found that most of the consumers know about
Tirumala Dairy through friends and through
advertisements on Hoardings and Walls.
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SUGGESTIONS
Convenient timings to the different categories of
consumers are to be established at all delivery points.
During survey it was found that same consumers are
facing problems regarding quality, Taste and Packaging
of milk. Tirumala Dairy should solve these problems. If
proper attention is paid towards these problems, it will
help Tirumala dairy in retaining its consumers.
Advertising should be increased to upgrade the image of
Tirumala dairy in the changing environment.
Sales promotion committee should be formed to
formulate and implement new market strategies to
compete with competitors and to expand the market.
Home delivery system should be provide in convenience
timings.
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BIBLIOGRAPHY
1. Marketing Management
- Philip Kotler
2. Research Methodology
- Kothari C.R.
3. Consumer Behaviour
- Schiffman
4. Marketing Management
- Ramaswamy and Namakumari
5. Advertising Management
- Published by ICM – Bangalore
6. Advertising Management
- P.K. Agarwal
7. A Brief Note on Tirumala Dairy Pvt Ltd
Internal Records of Dairy
8. www.apdairy.com
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QUESTIONNAIRE FOR CONSUMER
TOPIC: CONSUMER SATISFACTION
NAME :AGE :ADDRESS :
1. From where you are getting milk?
a)Dairy b)Local Vendors
2. If it is dairy, which dairy milk you are currently using?
a)Sangam b)Model c)Vijaya d)Tirumala
3. In what quantity you make purchase of milk daily?
a)1/2 ltr b)1 ltr c)2 ltr d)2 ltr & above
4. How do you feel about the pricing w.r.t quality?
a)High b)Low c)Reasonable
5. If you are using Tirumala Dairy milk, which type of milk are you using? a)Toned Milk b)Whole Milk c)D.T.M d)S.T.D
6. At what time do you want the milk in the Morning?
a) Before 5:00 A.M b) Between 5 A.M and 6 A.M c) Between 6 A.M and 7 A.M d) 24 hrs
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7. At what time do you want the milk in the evening ?
a)Before 2 P.M b)Between 2 P.M. and 4 P.M. c) Between 4 P.M. and 6 P.M d)24 hrs8. Why do you prefer Tirumala Milk ?
a)Quality b)Price c)Availability d)Timely Supply
9. What do you think about quality of Tirumala Dairy Milk?
a)Very good b)Good c)Satisfactory
10. What is your opinion on the price of Tirumala Milk?
a)High b)Reasonable c)Low
11. What kind of delivery system does Tirumala milk dairy providing for you ? a)Home Delivery b) Booths c)Milk Parlour
12. Do you know Tirumala monthly Cards scheme?
a)Yes b)No
13. Will you suggest about Tirumala Dairy milk products to others?
a)Yes b)No
14. What are your suggestions for Tirumala Dairy?
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CONTENTS
Page No.
CHAPTER – I
Introduction 01 Need for the study
03 Objectives of the study
04 Methodology 05 Limitations of the study
08
CHAPTER – II
Industry profile 09 Company profile 19
CHAPTER – III
Theory Behind The Study 32
CHAPTER – IV
Analysis & Interpretation 63
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CHAPTER – V
Summary 89 Findings 91 Suggestions 93
Bibliography 94 Annexure 95
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CERTIFICATE
This is to certify that Mr. K. RAMAMOHANA RAO,
student of MBA in the Department of Management Studies of
Samata Degree & Post Graduate College during the academic
year 2003-2005 has undergone the project work on
“CONSUMER SATISFACTION” of TIRUMALA DAIRY under
my guidance and supervision and had fulfilled the
requirements concerning the project work.
Date :
Station:
G. SRINIVASA RAO,
MBA, M.Sc., M.Phil., PGDCA
Project guide & Head of the Department
Samata Degree and PG College
Visakhapatnam
99
DECLARATION
I here by declare that this project title “CONSUMER
SATISFACTION ON TIRUMALA DAIRY” special reference to
Tirumala Dairy has been prepared by me during the period
May-June 2004 and submitted to Samata Degree and P.G.
College, Visakhapatnam in partial fulfillment of Master of
Business Administration from Andhra University.
I also declare that this project work is the result of my
sincere effort and that it has not been submitted to any other
University for the award of the degree of Master of Business
Administration.
K.
RAMAMOHANA RAO
100
ACKNOWLEDGEMENT
I express our deep sense of gratitude and indebtedness
to Mrs.R.VIJAYA RAVINDRA, Principal, Samata Degree
and P.G. College, Visakhapatnam, for the encouragement
given to me to complete the project and for the facilities
provided to me through out the project.
I am thankful to our guide and coordinator
Mr.G.SRINIVASARAO, MBA, M.S.C, MPHIL, PGDCA, for his valuable
guidance and kind cooperation right from the beginning of the
project report. I am thankful very much for his kind constant
encouragement and guidance shown during the course of our
project.
I also extend my sincere gratitude to the management,
TIRUMALA DAIRY for giving me an opportunity to complete
my project in their esteemed organization.
I express my gratitude to Mr.R. SRINIVAS, General
Manager and all the staff for their guidance and kind
cooperation.
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I am very much thankful to my parents and friends for
their kind help and suggestions in completion of my project
work.
K. RAMAMOHANA RAO
102
CONSUMER SATISFACTION(A STUDY WITH REFERENCE TO TIRUMALA DAIRY,
NARASARAOPETA)
A project report submitted to Andhra University, Visakhapatnam in partial fulfillment for the award of
degree of
MASTER OF BUSINESS ADMINISTRATION
By
K. RAMAMOHANA RAO
Under the guidance of
Mr. G. SRINIVASA RAO,
MSc.,M.B.A.,M.Phil, PGDCA
Head of the Department
DEPARTMENT OF MANAGEMENT STUDIESSAMATA DEGREE & P.G. COLLEGE
(Affiliated to Andhra University and approved by AICTE)
VISAKHAPATNAM
103
2003 – 2005
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LIST OF TABLES AND GRAPHS
Table &
Graph No. TITLE
Pqge
No.
4.1 Purchasing pattern of customers 63
4.2 Brand preference of the customers 65
4.3 Daily purhcase Quantity of milk 67
4.4 Pricing with respect to quality 69
4.5 Product choice in Tirumal milk 71
4.6 Purchase time of milk during morning 73
4.7 Purchase time of milk during evening 75
4.8 Reason for Brand preference 77
4.9 Opinion about quality of Tirumala milk 79
4.10 opinion about Price of Tirumala milk 81
4.11 Delivery System of Tirumala milk 83
4.12 Tirumala monthly cards scheme 85
4.13 Brand Suggestions to others 87
105
CHAPTER – I Introduction
Need for the study
Objectives of the
study Methodology
Limitations of the
study
106
CHAPTER – IIo Industry profile
o Company profile
107
CHAPTER – IIIo Theory Behind The
Study
108
CHAPTER – IVo Analysis &
Interpretation
109
CHAPTER – Vo Summary
o Findingso Suggestions
110
BIBLIOGRAPHY
111
ANNEXURE
112