INTERNATIONAL JOURNAL OF

SCIENCE TECHNOLOGY AND HUMANITIES

Full Length Article

A Study on Consumer Satisfaction Towards Milk Product

R. KASTHURI a, K. KOWSALYA b
aHead cum Associate Professor, Sri Vidya Mandir Arts & Science College, Katteri, Uthangarai, Tamil Nadu, India
bPG & Research Department of Commerce, Sri Vidya Mandir Arts & Science College, Katteri, Uthangarai. Tamil Nadu,
India

*Corresponding Author
babubalrajr@gmail.com
(B. Babu)
Tel.: +91 9597381128
Received : 19-7-2018
Reviewed: 25-7-2018
Revised : 26-7-2018
Accepted : 05-8-2018
DOI:
https://doi.org/10.26524/ijs
th1827
ABSTRACT: The marketing approach which is linked the basic premise that each
customer is different and hence needs to be approached differently. Also, given the
exorbitant cost of researching each customer, it is possible to group them according to
common measurable and definably parameters and hence create segment. Thus, the
customer is the focal point of the marketing orientation. The selling approach is more
transaction based and aims at maximization in this short term. As opposed to this, the
marketing approach emphasizes customer management, customized approach to
winning retaining the customer, and hence, focuses on building profits over a long term.
The selling approach, generally, undermines research it is more intuitive. It works well
in market that are less complex, in the sense that competition is low and customers
have very little choice .It works on the mass marketing approach where in customer
needs are aggregated.

Keywords: Consume satisfaction, Milk product. Arokya milk.

1 Introduction
The concept of marketing is essentially a
concept of customer orientation. For a long time it
has been preached by all, including Mahatma
Gandhi that the customer is king. What this implies
is that products services are bought not merely
because of their quality packaging or brand
name, but because they satisfy a specific need of
customer .it also implies that organization have
to provide services to their customer and that to
without any obligation. In other words marketing
means understanding and responding to customer
needs a prerequisite for any organization
success. And this certainly cannot be ignored by any
organization in today competitive environment.
The selling approach is more transaction
based and aims at maximization in this short term.
As opposed to this, the marketing approach
emphasizes customer management, customized
approach to winning retaining the customer, and
hence, focuses on building profits over a long term.
The selling approach, generally, undermines
research it is more intuitive. It works well in
market that are less complex, in the sense that
competition is low and customers have very little
choice .It works on the mass marketing approach
where in customer needs are aggregated. This is
opposed to the marketing approach which is linked
the basic premise that each customer is different
and hence needs to be approached differently. Also,
given the exorbitant cost of researching each
customer, it is possible to group them according to
common measurable and definably parameters and
hence create segment. Thus, the customer is the
focal point of the marketing orientation.
Statement of the Problem
In this competitive world to survive in a
business satisfaction of customer plays a vital role.
As always’ customers are the king of the businesses.

Vol. 5 Iss. 2 Year. 2018 Int. Jour. Sci. Tech. Huma , 44-47| 44
 This study is to find out whether the various
internal customer of Arokya Milk Dairy limited are
satisfied and to know their satisfaction level. This
study has been done to facilitate the SBU‘s
(Strategic business unit ) in order to satisfy their
internal customers by providing better quality and
service by identifying their need.
Scope of the Study
The scope of the study is that to find out the
level of satisfaction among the consumer towards
Arokya milk.
 To identify the source and feature which
influence the purchase of Arokya milk.
 To identify the consumer’s views regarding
quality and quantity.
 To find out the opinion from the consumers
regarding the performance of Arokya milk.
Objectives of the Study
 To Study about the social economic
characteristic of consumer.
 To know about the Taste and preference of
consumer.
 To Analyse the customers satisfaction of
using this milk.
Research Methodology
Research methodology is purely and simply
basic frame work for a study that guiders the
collection of data and analysis of the data. In
consumer surveys adopted this description
research design in collection and analyzing of the
data.
Limitations of the Study
 Lack of time availability of completion of the
project.
 Lack of availability of secondary data.
 Lack of availability of secondary data.
 Area of data collection is limited because lack of
time.
Vol. 5 Iss. 2 Year. 2018
Review of Literature
It has been recognized that eco-efficiency
improvements at production and product design
level can be significantly reduced or totally negated
by rebound effect from increased consumption
levels. In line with this problem factor 10 to 20
material and energy efficiency improvements have
been suggested Bolund Johansson et al. 20133 The
improvements, however, if not carefully done, may
still lead to rebound effects through changes in
resource prices.
The product service system (PSS) concept
has been suggested as a way to contribute to this
system level improvement, Geodkoop, van Helan
et al 201214 Here the environmental impacts of
products and associated services should be
addressed already at the product and service design
stage. Special focus should be given on the use
phase by providing alternative system solutions to
owning products.
A considerable body of literature in a range
of different disciplines exists on consumption,
consumer behaviour, and consumer decision-
making process. Research in economics, business,
marketing, psychology and sociology domains
studies consumer behaviour from different
theoretical premises: “for economists, consumption
is used to produce utility; for sociologists, it is a
means of stratification; for anthropologists – a
matter of ritual and symbol; for psychologists – the
means to satisfy or express physiological and
emotional needs; and for business, it is a way of
making money” Fine 20135.
For more than a decade now, a range of
studies that address environmentally sound
consumer behaviour, e.g. car use, waste sorting,
minimisation and recycling practices have been
conducted. However, few studies evaluated
consumer acceptance of the PSS concept – a
consumption based on non-ownership of physical
products, see, for example, studies on car sharing
schemes, ski rental and washing services Hirschl,
Konrad et al. 2013.
Analysis and Interpretation
Int. Jour. Sci. Tech. Huma , 44-47| 45
 This chapter with data analysis and CHART - 4.1.1 Age Group
interpretation of the information collected by
Hence it was understood, majority of the
issuing questionnaire cum interview schedule on “A
respondents are below 25 – years 40 percentage.
STUDY ON CUSTOMER BEHAVIOR TOWARDS
MILK WITH SPECIAL REFERENCE TO Table 4.1.3. Educational Qualification
UTHANGARAI TWON”
S.N EDUCATIONAL No. of Percentag
The collection information are cum further o QUALIFICATIO Respondent e (%)
analysis and interpreted category wise, age group, N s
income level, education back ground, occupational
1 SSLC 40 20
level and marital status etc. The employee’s welfare
and safety measures are clearly analyzed and 2 Degree 60 30
interpreted. The above characteristics have been
3 Diploma 80 40
clearly with help of tables.
Table 4.1.1 Age Group 4 Other 20 10

AGE No. of Percentage TOTAL 200 100

S. No
GROUP Respondents (%) Source: Primary data
1 Below 25 80 40
25-40 Interpretation
2 40 20
years
The above table shows the percentage of
45-50 education qualification of the respondents
3 60 30
years
Among the 100% of respondents 20% of
Above 50 respondents belongs to the education qualification
4 20 10
years of SSLC, 30% of responds belong to the education
qualification of Degree, 40% of respondent belong
TOTAL 200 100
to the education qualification of Diploma,10% of
responds belong to the education qualification of
Source: Primary data
other.
Hence it was understood majority of the
Interpretation respondents Diploma 40%.
The above Table shows that percentage of
age group of the respondents Among the 100% of 40
respondents 40 percentages of respondents belong 40 30
to the age group of 25 years, 20 percentages of
30
respondents belongs to the age group of 25-40 20
years, 30 percentages of respondents belongs to the 20 10
age group 45-50 years, and 10 percentages of 10
respondents belongs to age group above 50 years.
0
SSLC Degree Diploma Other
50
40 CHART - 4.1.3 Educational Qualification
40
30
30 Findings and Suggestions
20
20 This chapter does elucidate some of the
10 important main findings and suggestions proposed
10
by the researcher. It is an important chapter in
0
Below 25 Below 25-40 Below 45-50 Above 50
Vol. 5 Iss. 2 Year. 2018years years years Int. Jour. Sci. Tech. Huma , 44-47| 46
every research study. Because every researcher
who has done the research would be eager to know Conclusions
the outcome or main findings the researcher get In today’s business, Customer are
valid. After knowing the main finding from the considered as the backbone of the company.
study the researcher has given suggestion too. Customer service, like any aspect of business, is a
practiced art that takes time and effort to master.
Treating the consumer like friends is the best way
Findings
to attract the customer and they'll always come
1. The maximum of the respondents are below 25 back. The level of satisfaction can also vary
– years 40 percentages. depending on other options the customer may have
2. Among the Majority of the respondents Diploma and other products against which the consumer can
40 percentages compare the organization's products and this
3. Hence it was understood, majority 40 Customer satisfaction research to help businesses
percentages of the respondents unmarried. build stronger relationships.
4. Hence majority of the respondents are Manager
From the overall study of identifying the
40 percentages.
satisfaction level of customer service may conclude
5. Maximum majority 30 percentages of the
that the Arokya Milk Products in Customer are
respondents’ monthly income between 15000-
satisfying with the service which company
20000 and Above Rs 20000.
providing” , But at the same time Service station
6. Majority of the respondents Quality 40
environment has to be enhanced. Better customer
percentages.
service will help the organization be more efficient,
7. Most among the respondents highly satisfied 50
quality services, and increase profits.
percentages.
8. Majority of the respondents thick and Natural
40 percentages.
References
[1] Philip Kotler, Marketing Management,
Suggestions Millenium Edition, Prentice Hall of India, New
Delhi, 2000.
Based on the findings made in the study the
[2] C.R.Kothari, Research Metholody, Methods and
following suggestions were made.
Techniques Wishwa, New Delhi,1990.
 As the people from all walks of life have been [3] D. Sharma, Marketing research, sultanchand and
consuming milk and milk products, company son, New Delhi, 1998.
can go for introduction of new, attractive and [4] D. Sharma, Marketing research, sultanchand and
innovative products like Baby milk, Added son, New Delhi, 1998.
nutrition for school going children, Extra [5] K. Uma, K. Mahandaren, Agricultural Business
nutrition for sports person, Diet milk for Management, sultanchand and son, New Delhi,
pregnant mothers, Calorie conscious milk for 1997.
patients and aged persons. This will result in
increasing the number of new milk consumers
and retain the existing consumers.
 The five underlying factors namely freshness,
nutritive value, low price, easy availability, and
brand image makeup the measures of
consumers' preference. It is suggested that
these dimensions should be the integral
components of the Unique Selling Proposition of
the dairy industries.

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