A STUDY ON

CONSUMER SATISFACTION OF HERITAGE MILK

A PROJECT REPORT

SUBMITTED IN PARTIAL FULFILLMENT OF THE

REQUIREMENT FOR THE AWARD OF THE DEGREE OF

MASTER OF BUSINESS ADMINISTRATION

UNIVERSITY OF MADRAS
SUBMITTED BY

S. PRATHAP REDDY
( REG.NO.RB 40829 )

UNDER THE GUIDANCE OF

Mrs. I. MARIA NICHOLINA, M.B.A.

ARIGNAR ANNA INSTITUTE OF MANAGEMENT

STUDIES AND COMPUTER APPLICATIONS
( AFFILIATED TO UNIVERSITY OF MADRAS )
PENNALUR, SRIPERUMBUDUR, KANCHEEPURAM DISTRICT.
CHENNAI – 602 105

APRIL - 2006
 ARIGNAR ANNA INSTITUTE OF MANAGEMENT STUDIES
AND COMPUTER APPLICATIONS
( AFFILIATED TO UNIVERSITY OF MADRAS )
PENNALUR, SRIPERUMBUDUR

BONAFIDE CERTIFICATE

This is to certify that the project Report entitled “A STUDY ON

CONSUMER SATISFACTION OF HERITAGE MILK” Submitted by

Mr. S.PRATHAP REDDY ( Reg. No. RB 40829 ) in partial fulfillment

of the requirements for the award of Master of Business Administration

during the year 2004 - 2006 at Arignar Anna Institute of Management

Studies and Computer Applications. PENNALUR. This record has not

been submitted to any of University / Institution for the award of any

other Degree / Diploma.

PRINCIPAL HEAD OF THE DEPARTMENT

FACULTY GUIDE EXTERNAL EXAMINER

 DECLARATION

I here declare that this project entitled on “A STUDY ON

CONSUMER SATISFACTION OF HERITAGE MILK” Submitted by

me to The University of Madras in partial fulfillment of the

requirements for the award of Master’s Degree in Business

Administration has not formed the basic for the award of any other

degree, Diploma, Associate ship and Fellowship of other similar titles

and this dissertation was done independently by me under the

Guidance of Mrs. I . Maria Nicholina “ARIGNAR ANNA

INSTITUTE OF MANAGEMENT STUDIES AND COMPUTER

APPLICATIONS“ Pennalur, Sriperumbudur.

(S. PRATHAP REDDY)

(Reg No : RB 40829)

ACKNOWLEDGEMENT

This project represents the combined efforts of a large number of

individuals and it is my pleasure to acknowledge those concerned.
 I thank Almighty God for His Grace, which enabled me to complete
this Project on time.

I express my sincere thanks to Prof. B.PARTHIBAN, M.Sc., B.Ed.,

M.B.A., Ph.D Principal, Arignar Anna Institute of Management Studies and
Computer Applications for having provided me with an opportunity to carry
out the project work.

I wish to express my wholehearted thanks and gratitude to Miss.B.

JAYACHITRA, M.B.A., PGDPMIR, MHRM, Head of the Department of
Management Studies. Arignar Anna Institute of Management Studies and
Computer Applications for her able guidance with provoking questions, frank
discussion and critical appraisal on stage basis.

I express -my sincere thanks to Mrs.I. Maria Nicholina, M.B.A. my

Guide, Arignar Anna Institute of Management Studies and Computer
Applications for her able guidance with provoking questions, frank discussion
and critical appraisal on stage basis.

I thankful to honorable Chairman Thiru. VIRUGAI G.JAYARAMAN

for giving opportunity to study in Arignar Anna Institute of Management
Studies and Computer Applications.

I am most grateful to express my sincere thanks to Mr.K.Sandeep

Kumar, Branch Manager of Heritage foods (INDIA) Ltd In Bangalore Branch
for giving me the opportunity to undertake project.

Lastly, I express my deepest gratitude towards my parents, my well-

wishers and my friends, who have a constant source of encouragement.

CONTENTS
CHAPTER TITLE PAGE NO

I. INTRODUCTION 1
OBJECTIVES OF THE STUDY 7
SCOPY OF THE STUDY 8
RESEARCH METHODOLOGY 10
LIMITATION OF THE STUDY 12

II. INDUSTRY PROFILE 13

COMPANY PROFILE 15

III. DATA ANALYSIS & INTERPRETATION 25

STATISTICAL TOOLS 61

IV. FINDINGS 68
SUGGESTIONS 69
CONCLUSION 71

V. ANNEXURE 72
BIBLIOGRAPHY 76

LIST OF TABLES
TABLE NO TITLE PAGENO
1 Family size of the respondents 25

2 Respondents preferred or using milk 27

3 Pack size preferred by the respondents 29

4 Dairy consumption of the milk by the respondents 31

5 Respondents preferred brand of packed milk 33

6 Respondents preferred brand of packed milk 35

7 Experience of the respondents 37

8 Influencing factors to purchase current brand 39

9 Respondents come to know of Heritage Brand 41

10 Respondents trained of Heritage Brand 43

11 Reasons for Respondents prefer heritage milk 45

12 Opinion on the price of Heritage milk compares to other Brands of 47

milk

13 Consumers perception on packing of Heritage milk 49

14 Respondents satisfaction with Heritage milk 51

15 Respondents rank on the quality of heritage milk 53

16 Respondents opinion on Media for sales promotion 55

17 Respondents expecting sales promotion activities from manufacturer 57

18 Factors influenced reasons for not buying Heritage milk 59

LIST OF FIGURES
CHART NO TITLE PAGENO

1 Family size of the respondents 26

2 Respondents preferred or using milk 28

3 Pack size preferred by the respondents 30

4 Dairy consumption of the milk by the respondents 32

5 Respondents preferred brand of packed milk 34

6 Respondents preferred brand of packed milk 36

7 Experience of the respondents 38

8 Influencing factors to purchase current brand 40

9 Respondents come to know of Heritage Brand 42

10 Respondents trained of Heritage Brand 44

11 Reasons for Respondents prefer heritage milk 46

12 Opinion on the price of Heritage milk compares to other Brands of 48

milk

13 Consumers perception on packing of Heritage milk 50

14 Respondents satisfaction with Heritage milk 52

15 Respondents rank on the quality of heritage milk 54

16 Respondents opinion on Media for sales promotion 56

17 Respondents expecting sales promotion activities from manufacturer 58

18 Factors influenced reasons for not buying Heritage milk 60

INTRODUCTION
OBJECTIVES OF
THE STUDY
LIMITATION OF
THE STUDY
 REVIEW
OF
LITERATURE
 RESEARCH
METHODOLOGY
INDUSTRY
PROFILE
COMPANY
PROFILE
 DATA ANALSIS
AND
INTERPRETATION
STATISTICAL
TOOLS
FINDINGS
SUGGETIONS
CONCLUSIONS
ANNEXURE
QUESTIONNAIRE
BIBLIOGRAPHY
 WHY HERITAGE MILK?

Heritage Milk is pure

100% Free from Harmful Bacteria

Processed at ISO – 9002 Certified dairy

Trusted for its quality

Fortified with Vitamin A.

Recommended for children by pediatricians.

 ORGANISATION STRUCTURE

Share Holders

Board of Directors

President

Vice President

Deputy Deput Deput Person Purch Qualit

G.M y y al asing y
Market G.M G.M Manag Manag Manag
ing Tech Proces er er er
sment

Brand Supervi Supervi Asst. Executive

Incharg sor sor Persona s
e l
Manage
r
Executive
s Executive
s

Sales
Represent
atives