Table No: 4.

2 STATEMENT SHOWING BRAND PREFERENCE

DAIRIES
ARE

NO. OF
RESPONDENCE

%OF
RESPONDENCE

15

21%

Model

7%

Vijaya

11%

Tirumala

42

61%

Total

70

100%

Sangam
dairy

65

Graph No: 4.2

Brand Preference of the Customers

21%

7%

61%

11%

Analysis:
66

Sangam dairy
Model
Vijaya
Tirumala

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.

67

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%

Total

100

100%

GraphNo: 4.3

Daily Purchse Quantity of Milk

7%

15%

37%

41%

67

1/2Ltr
1 ltrs
2 ltrs
Above 2ltrs

Analysis:
From above table we can observe that 37% of the people
are using 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.

68

Table No: 4.4 STATEMENT SHOWING PRICING WITH

RESPECT TO QUALITY
OPTION
S

NO. OF
RESPONDENCE

%OF RESPONDENCE

High

11

11%

Low

5%

Reasonab 84
le

84%

Total

100%

100

Graph No: 4.4

Pricing with respect to quality

11%

5%
High
Low
Reasonable

84%

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.

70

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

9%

D.T.M

12%

S.T.D

5%

Total

42

100%

Graph No: 4.5

71

Product choice in Tirumala milk

12%

5%

10%

73%

Tonned milk
Whole milk
D.T.M
S.T.D

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

72

73

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%

8%

100

100%

24 hours
Total

Graph No: 4.6

Purchase time of milk during

morning

Before 5 a.m.
13%

8%

12%

Between 5a.m &

6a.m
Between 6a.m &
7a.m
24 Hours

67%

Analysis:

73

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.

74

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%

8%

100

100%

24 hours
Total

Graph No: 4.7

Purchase time of milk during evening

Before 2p.m.
8%

14%
18%

60%

75

Between 2p.m &

4p.m
Between 4p.m &
6p.m
24 Hours

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.

76

Table No: 4.8 STATEMENT SHOWING ABOUT PREFERENCE OF

TIRUMALA MILK

OPTIONS

NO. OF
RESPONDENCE

%OF
RESPONDENCE

30

71%

Price

7%

Availability

12%

Time Supply

10%

42

100%

Quality

Total

Graph No: 4.8

Reason for Brand preference

12%

10%

7%
71%

77

Quality
Price
Availability
Time Supply

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.

78

Table No: 4.9 STATEMENT SHOWING PERCEPTION ABOUT QUALITY

OF TIRUMALA MILK

QUALITY

NO. OF
RESPONDENCE

%OF
RESPONDENCE

12%

Good

12

29%

Satisfactory

25

59%

Total

42

100%

Very Good

Graph No: 4.9

Opinion about Quality of Tirumala milk

12%

59%

29%

79

Very Good
Good
Satisfactory

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.

80

Table No: 4.10 STATEMENT SHOWING OPINION ABOUT

PRICE OF TIRUMALA MILK
OPTIONS

NO. OF
RESPONDENCE

%OF
RESPONDENCE

High

13

31%

Reasonable

26

62%

7%

42

100%

Low
Total

Graph No: 4.10

Opinion about price of Tirumala milk

7%

31%
High
Reasonable
Low

62%

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.

82

Table No: 4.11 STATEMENT SHOWING DELIVERY SYSTEM

OF TIRUMALA MILK
QUALITY

NO. OF
RESPONDENCE

%OF
RESPONDENCE

Home Delivery

12%

Booths

19%

Milk Parlour

29

69%

Total

42

100%

Graph No: 4.11

Delivery System of Tirumala milk

12%
19%

69%

83

Home Delivery
Booths
Milk Parlour

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.

84

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

Tirumala monthly cards scheme

26%

Yes
No
74%

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.

86

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.

87

Table No: 4.13 STATEMENT SHOWING BRAND

SUGGESTION TO OTHERS
OPTIONS

NO. OF
RESPONDENCE

%OF
RESPONDENCE

Yes

35

83%

No

17%

42

100%

Total

Graph No: 4.13

Brand suggestions to others

17%

Yes
No

83%

88

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.

89

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 dairys 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

90

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.

91

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 cooperative 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%

92

 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

advertisements on Hoardings and Walls.

93

and

through

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.

94

BIBLIOGRAPHY
1. Marketing Management
- Philip Kotler
2. Research Methodology
- Kothari C.R.
3. Consumer Behaviour
- Schiffman
4. Marketing Management
Ramaswamy
Namakumari

and

5. Advertising Management
- Published
Bangalore

by

ICM

6. Advertising Management
- P.K. Agarwal
7. A Brief Note on Tirumala Dairy Pvt Ltd
Internal Records of Dairy
8. www.apdairy.com

95

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?

6 A.M

a) Before 5:00 A.M

b) Between 5 A.M and

c) Between 6 A.M and 7 A.M d) 24 hrs

96

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 hrs

8. Why do you prefer Tirumala Milk ?
a)Quality
c)Availability

b)Price
d)Timely Supply

9. What do you think about quality of Tirumala

Milk?
a)Very good

b)Good

Dairy

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?

97

CONTENTS
Page No.
CHAPTER I
Introduction
Need for the study
03
Objectives of the study
04
Methodology
Limitations of the study
08

01

05

CHAPTER II
Industry profile
09
Company
19

profile

CHAPTER III
Theory
32

Behind

CHAPTER IV
Analysis & Interpretation
63

98

The

Study

CHAPTER V
Summary
89
Findings
91
Suggestions
93
Bibliography
94
Annexure
95

99

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.

G. SRINIVASA RAO,
MBA, M.Sc., M.Phil., PGDCA

Date :
Station:

Project guide & Head of the

Department
Samata Degree and PG College
Visakhapatnam

100

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

101

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

Mr.G.SRINIVASARAO,

MBA,

our
M.S.C,

guide
MPHIL

PGDCA,

and

coordinator

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.

102

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

103

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 STUDIES

SAMATA DEGREE & P.G. COLLEGE
(Affiliated to Andhra University and approved by
AICTE)

VISAKHAPATNAM

104

2003 2005

105

LIST OF TABLES AND GRAPHS

Table &
Graph No.

Pqge
TITLE

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

106

CHAPTER I

Introduction

Need for the study

Objectives
of
study
Methodology

the

Limitations
study

the

107

of

CHAPTER II
o Industry profile
o Company profile

108

CHAPTER III
o Theory Behind The
Study

109

CHAPTER IV
o Analysis
Interpretation

110

&

CHAPTER V
o Summary
o Findings
o Suggestions

111

BIBLIOGRAPHY

112

ANNEXURE

113