A STUDY ON CUSTOMER SATISFACTION TOWARDS

AAVIN MILK PRODUCTS WITH SPECIAL REFERENCE TO

PERIYASEMUR REGION

Submitted by

F.AMRINABNU

Register No: 613111631002

In partial fulfillment for the award of the degree

Of

MASTER OF BUSINESS ADMINISTRATION

IN

ANNA UNIVERSITY OF TECHNOLOGY – CHENNAI

DEPARTMENT OF MANAGEMENT STUDIES

VIVEKANANDHA INSTITUTE OF ENGINEERING &

TECHNOLOGY FOR WOMEN

TIRUCHENGODE-637 205

JULY -2012
 BONAFIDE CERTIFICATE

This is to certify that the project report entitled “CUSTOMER SATIFACTION”

conducted at “AAVIN DAIRY PERIYASEMUR REGION “submitted to
VIVEKANANDHA INSTITUTE OF ENGINEERING & TECHNOLOGY FOR
WOMEN affiliated to ” ANNA UNIVERSITY OF TECHNOLOGY – CHENNAI”
in partial fulfillment of the requirements for the award of the “DEGREE OF THE
MASTER OF THE AMINISTRATION” is a record of original work done by

“M.RANJANA”(Reg.No:613111631038 ) during the period of her study in the

Department of Management Studies , VIVEKANANDHA INSTITUTE OF
ENGINEERING & TECHNOLOGY FOR WOMEN TIRUCHENGODE, under
my supervision and the project has not formed the basis for the award of any
degree/diploma/associate ship/fellowship or other similar title to any candidate of any
university.

---------------------------------------

Signature of the Guide:

----------------------------------------

Signature of the HOD:

Submitted for the viva-voice examination held on:

Submitted for the Internal examiner:

Submitted for the External examiner:

COMPANY CERTIFICATE XEROX
 DECLARATION
I M.RANJANA (Reg.No:613111631038 ), hereby declare that this project report, entitled
“CUSTOMER SATIFACTION” conducted at “ AAVIN DAIRY PERIYASEMUR REGION
“submitted to VIVEKANANDHA INSTITUTE OF ENGINEERING & TECHNOLOGY FOR
WOMEN affiliated to ” ANNA UNIVERSITY OF TECHNOLOGY,CHENNAI” in partial
fulfillment of the requirements for the award of the “DEGREE OF THE MASTER OF THE
AMINISTRATION” is a record of original internship work done by me during January to may 2012
under the supervision & guidance Dr.V. MOHANA SUNDARAM., M.B.A., M.Phil., Ph.D., Head of
the master of business administration, VIVEKANANDHA INSTITUTE OF ENGINEERING &
TECHNOLOGY FOR WOMEN, and the report has not formed the basis for the award of any
degree/diploma/associate ship/fellowship or other similar title to any candidate of any university.

Date: Signature of the Student,

Place: Tiruchengode (M.RANJANA)

I certify that the declaration made above by the candidate is true.

Signature of the guide:

Dr.V. MOHANA SUNDARAM.,M.B.A., M.Phil., Ph.D., Head of the master of business

administration, VIVEKANANDHA INSTITUTE OF ENGINEERING & TECHNOLOGY FOR
WOMEN.
 ACKNOWLEDGEMENT

I express my sincere thanks and gratitude to Vidhya Rathna, Rashtria Rattan, Hind Rattan, pen
Kalvisathanaiyalar Prof. Dr. M. Karunanidhi, B.Pharm., M.S., Ph.D., D.Lit., Chairman &
Secretary, Vivekananda Educational Institutions, for his support in all our Endeavour’s.

I extent my heartfelt thanks to the principal, Dr. R. K. Gnanmurthy, ME., Ph.D., for the
constant support given in all our activities.

I wish to express my sincere thanks to Dr. MOHANASUNDARAM , MBA., Ph.D., and

Head of the Department of Business Management for the help and kind support rendered by him.

I express my profound thanks to Mr.NATARAJAN, MBA. Lecturer of Business

Management, Faculty guide for the encouragement, supervision and guidance throughout the project .

I also thank Mr. SIMON BRITTO, Assistant manager HR, Get it info services Private
limited, for granting me permission to undergo this project in their organization.

I would like to express my sincere thanks for my parents and friends for their unbounded
support to make this project a reality.

I also express my heartfelt thanks to all the respondents who have provided information
required for the study.
 ABSTRACT

This project is about – A STUDY ON CONSUMER SATISFACTION TOWARDS

AAVIN MILK PRODUCTS”. The main objective of the study is to find out the consumer attitudes
of Aavin milk and milk products .The research mainly focuses on the factors like quality, Consumer
preference, price, service, attitudes and experience of consumers. In this study, data are collected
from the consumers through questionnaire (Interview schedule), 50 samples are selected using
convenience sampling. Using their interview schedule prepared, the 50 consumers are interviewed
personally and their opinion was collected. Secondary data was collected from the management .The
collected data is analyzed using analytical tools like simple percentage. As per the findings,
suggestions are given to the company to take initiation to fulfill the consumer needs.
 TABLE OF CONTENTS
CHAPTER NO DESCRIPTION
PAGE NO

Bonafide certificate iii

Certificate iv
Declaration v
Acknowledgment
Abstract
List of tables
List of figures

Introduction
1 1.1 About the training 1
1.2 Industry Profile 2
1.3 Company profile 4

2
Objectives of the Study 7

Various departmental functions

3.1 Purchase Department 10
3 3.2 Production Department 11
3.3 Quality control Department 16
3.4 Marketing Department 18
3.5 Finance Department 21
3.6 Human Resource Department 23
 Problem identification and recommendation given
4.1 A Study on consumer attitude towards Aavin milk 25
products
4.1.1 Research Methodology 26
4 4.1.2 Data analysis and interpretation 27
4.1.3 Findings 47
4.1.4 Recommendations 49

5 Conclusion 50
Bibliography 51
Questionnaire 52
 LIST OF TABLES
TABLE NO TITLE
PAGE NO
4.1.2.1 SHOWING AGE OF THE RESPONDENTS 27

4.1.2.2 SHOWING PREFERENCE OF MILK IN AAVIN DAIRY 28

4.1.2.3 USE IN AAVIN DAIRY PRODUCT 29

4.1.2.4 BEST INAAVIN DAIRY PRODUCTS 30

4.1.2.5 BEST PRODUCT IN AREA 31

4.1.2.6 AAVIN MILK SUIT FOR YOUR BUDJET 32

4.1.2.7 SATISFIED WITH THE PRICE 33

4.1.2.8 SATISFIED OF QUALITY OF MILK 34

4.1.2.9 ALL PRODUCT AVAILABLE IN DAIRY BOOTH 35

4.1.2.10 NUTRIENTS OF DAIRY PRODUCTS 36

4.1.2.11 NO OF BOOTHS SUFFICIENT IN YOUR LOCALITY 37

4.1.2.12 OPINION ABOUT AAVIN DAIRY 38

4.1.2.13 HOME DELIVERY OF AAVIN MILK 39

4.1.2.14 ELEMENTS ADDED TO SATISFIED CUSTOMERS 40

4.1.2.15 RANK TO FOOD,QUALITY & SERVICE 41

4.1.2.16 AAVIN HAS MOSTLY ATTRACTED TOWARDS CUSTOMER 42

4.1.2.17 AAVIN MILK PRODUCT HAX MAXIMUM DEMAND 43

4.1.2.18 SATISFIED WITH PACKING DESIGN 44

4.1.2.19 MORE SERVICE TO YOUR AREA 45

4.1.2.20 DRAW BACKS IN AAVIN DAIRY PRODUCTS 46

 LIST OF FIGURES
FIGURE NO TITLE
PAGE NO
4.1.2.1 SHOWING AGE OF THE RESPONDENTS 27

4.1.2.2 SHOWING PREFERENCE OF MILK IN AAVIN DAIRY 28

4.1.2.3 USE IN AAVIN DAIRY PRODUCT 29

4.1.2.4 BEST INAAVIN DAIRY PRODUCTS 30

4.1.2.5 BEST PRODUCT IN AREA 31

4.1.2.6 AAVIN MILK SUIT FOR YOUR BUDJET 32

4.1.2.7 SATISFIED WITH THE PRICE 33

4.1.2.8 SATISFIED OF QUALITY OF MILK 34

4.1.2.9 ALL PRODUCT AVAILABLE IN DAIRY BOOTH 35

4.1.2.10 NUTRIENTS OF DAIRY PRODUCTS 36

4.1.2.11 NO OF BOOTHS SUFFICIENT IN YOUR LOCALITY 37

4.1.2.12 OPINION ABOUT AAVIN DAIRY 38

4.1.2.13 HOME DELIVERY OF AAVIN MILK 39

4.1.2.14 ELEMENTS ADDED TO SATISFIED CUSTOMERS 40

4.1.2.15 RANK TO FOOD,QUALITY & SERVICE 41

4.1.2.16 AAVIN HAS MOSTLY ATTRACTED TOWARDS CUSTOMER 42

4.1.2.17 AAVIN MILK PRODUCT HAX MAXIMUM DEMAND 43

4.1.2.18 SATISFIED WITH PACKING DESIGN 44

4.1.2.19 MORE SERVICE TO YOUR AREA 45

4.1.2.20 DRAW BACKS IN AAVIN DAIRY PRODUCTS 46

 1. INTRODUCTION

1.1 ABOUT THE TRAINING

The study entitled as “A STUDY OF CONSUMER SATISFACTION TOWARDS AAVIN

PRODUCTS WITH SPECIAL REFERENCE TO PERIYASEMUR REGION”. The main
objectives of the study are to known about the attitude of the consumers towards Aavin products.
Though this training we have come to know about the various department’s functions Aavin milk
products and this is an opportunity to gain the practical knowledge of an organization.

The study helps to understanding the function of departments and overall study of marketing
about Aavin milk products which gives whole idea about the activities related to marketing and
infrastructure of the company. This study helps to understanding consumer’s opinion, products,
service, quality, quantity and availability of the products.

The study also helps me to find out the awareness and satisfaction of the consumers regarding
attitudes of Aavin products from the survey that I had did. The summer project could help me to
assess the various processing’s of the functional departments of the company.
 1.2 INDUSTRY PROFILE

Dairy Development in India has been acknowledged the world over as one of the most
successful developments programs me. India is the second largest milk producing country with the
production about 78 million tons during 1999-2012.The milk surplus status in India are Uttar
Pradesh, Punjab, Haryana, Rajasthan, Gujarat, Andhra Pradesh, Karnataka and Tamil Nadu.

The manufacturing of milk products is concentrated in these milk surplus states. Dairy sector
has assumed a great significance by generating income not only to the rural but also to the urban and
semi-urban population in the state especially to the women folk by providing self-employment
opportunity. Milk and milk products provides essential nutrition to all walks of life. It provides the
main sources of income next to agriculture. In a tropical country like India, agriculture may fails
sometimes, due to monsoon failure but dairying never fail and gives them regular, steady income.

The state dairy development was established in 1985. The Administrative and statutory
controls over the entire milk cooperative in the state were transferred to the dairy development on
01.08.1965.The commissioner for the milk production and dairy development is the functional
register under the Tamil Nadu co-operative societies act 1983.

Tamil Nadu Co-operative milk products federation limited was registered on 1 ST February
1981 as the state level organization. The commercial activities of the department such as
procurement, processing packing and the sale of milk products within and outside the state was
entrusted to the Tamil Nadu Co-operative milk producer’s federation ltd. In the wake of liberalization
policy, private dairies have entered in the field of dairying. Significant achievement has been made by
milk producer’s co-operative societies, unions and federation in the state of Tamil Nadu.
Some of the major dairy co-operatives federations include

 Andhra Pradesh dairy development co-operative federations Ltd.,(APDDCF)

 Bihar state co-operative milk producers federations Ltd.,(COMPFED)

 Gujarat co-operatives milk marketing federations ltd.,(GCMMF)

 Haryana dairy development co-operative federation

 Himachal Pradesh state milk producers federations Ltd.,(HPSCMPF)

 Karnataka co-operative milk producers federations Ltd.,(KMF)

 Kerala state co-operative milk producers federations Ltd.,(KCMMF)

 Madhya Pradesh state co-operative federations Ltd.,(MPCDF)

 Maharashtra Raiya Shakari Maryadit Dugdh Mahasangh Orissa state co-operative milk
producers federations Ltd.,(OMFED)

 Pradeshik co-operative dairy federations Ltd.,(UP PCFD)

 Punjab state co-operative dairy federations Ltd.,(MILK FED)

 Rajasthan co-operative dairy federations Ltd.,(RCDF)

 Tamil Nadu co-operative dairy federations Ltd.,(TCMPF)

 West Bengal co-operative milk producers federations Ltd.,(WBCMP

 1.3 COMPANY PROFILE

Erode district co-operative milk producers union limited, section deals with personal
management (establishment selection) and industrial relation. Management section deals with policy
making, design of infrastructure, design of human resource, selection recruitment, interviews,
placement training, welfare activities, etc.,

Industrial relational selection includes cases, legalities trade union matters, factories act, etc.,
The staffs of administration are in descending order of power. The general e AMUL board is
functioning on the frit towing manner, board of directors, the chairman, the general manager and
chief executive.

The Erode District co-operative milk producers union limited is a replica of the district union
in Gujarat state based on AMUL system. The erode milk union is rough the government of Tamil
Nadu and sandwiched in the middle of the 3-tier system popularly known as ANAND or AMUL
pattern consisting of an apex state level federation at Chennai, the union at the district level and the
co-operative societies at the village level.

The entire project had been funded by the national dairy developed board, and the Tamil Nadu
co-operative milk producers federations. The project had been funded under the nationwide operation
flood program me with an aim to bring about a socio economic awakening in rural India. The district
union has 708 primaries milk c0-operative at its base and the Tamil Nadu co-operative milk
producer’s federations as its apex body.

The erode union was registered on 07.02.1975 and stared functioning on 01.07.1976. Its
area of operation became the entire erode district. Milk is now supplied from 708 primary milk co-
operative societies to the feeder balancing dairy directly and through the chilling centers at
Sankarandampalayam, Sathyamangalam and Thalavadi. Cattle feed is being manufactured at the
cattle feed plant at erode.
HISTORY AT A GLANCE

Date of registration : 07.02.1975

Date of functioning : 01.07.1976

Share capital : Rs.47.02 lakhs

Area of operation : Erode District

Functional units : Feeder Balancing Dairy,

Chittode

Erode chilling centers : Sankarandampalayam

Sathyamangalam

Thalavady

FEEDER BALANCING DAIRY (FDB)

OUTLAY

Operations Flood : Rs.328.86 lakhs

Operations Flood II : Rs.221.15 lakhs

Operations Flood III : Rs.696.63 lakhs

CAPACITY

Liquid milk processing : 3.0 lakhs per day

Powder production : 30 Tonne per day

Butter production : 12MT per day

Ghee production : 12MT per day

CATTLE FEED PLANT

Outlay : Rs.78.84 lakhs

Capacity : 100 tons per day

Commencement of business : 01.11.1980

CHILLING CENTERS

SATHYAMANGALAM CC

Outlay : Rs.24.85 lakhs

Capacity : 30000 liters per day

Commencement of business : 11.08.1983

THALAVADI CC

Outlay : Rs.10.00 lakhs

Capacity : 5000 liters per day

Commencement of business : 29.12.1989

SHAREHOLDING PATTERN

All the dairy co-operative societies are under this union. The value of per share is Rs.100/-
and entrance fees is Rs.10/-. The government of Tamil Nadu is also member of this union. There are
467 diaries co-operative societies are member of this union. The share capital details are as below.

Dairy co-operative societies : Rs.542700

Tamil Nadu Government : Rs.2500000

Total : Rs.3042700
 2. OBJECTIVES OF THE STUDY

The objectives are carryout this research study is:

1. To study the consumer satisfaction of Aavin products.

2. To find out the satisfaction of consumers regarding the attributes of the Aavin products.

3. To know the awareness level of various services provided by Aavin milk

4. To know the customers satisfaction level regarding the Aavin milk

5. To suggest the measures to improve the system of marketing in the present situation
 LIMITATION OF THE STUDY

1 .This study is confined to the respondents of periyasemur region, this results is applicable to

periyasemur region only.

2. Sample size has been reduced to 50.So it restricted detailed description of the study.

3. The duration consists of one month, So glabrous study is not possible.

4. Some of the respondent’s replies are hesitated in nature.

 3. VARIOUS DEPARTMENTAL FUNCTIONS

 PURCHASE DEPARTMENT
 PRODUCTION DEPARTMENT
 QUALITY CONTROL DEPARTMENT
 MARKETING DEPARTMENT
 FINANCE DEPARTMENT
 HUMAN RESOURCES DEPARTMENT
 3.1 PURCHASE DEPARTMENT

A purchase department is requirement indents of packing material, consumers like as it

chemicals, machineries spares will be received from the relative section. Enquires will be send to the
suppliers by post/fax and quotation will be received.

A standing the committee which is containing expert from quality control, purchase and
inspection (P&I) using accounts, purchase will be opened before the above committee. Received on
quotations will be evaluated and final decision will be taken. The committee will give the committee
report to the purchase section.

Based on the committee report and the requirement indent after considering in the store stock
will the purchase department and put up the same general manager for approval through the
department general manager finances.

After getting the general manager approval the purchase order will be prepare and send to
supplier by post/fax. Then the supplier will supply the material to the general stores at FBD. The
stores will receive the material acknowledgement supplier. Then necessary bill of the respective its
respective item will come from the stores with necessary and quality acceptance report will be send to
accounts selection for arranging payment.
 3.2 PRODUCTION DEPARTMENT

Milk and dairy based products are produced by AAVIN and sold to the consumers. Some of
the products in MILK are, Pasteurized Toned Milk with 3% Fat, Standardized milk with 4.5%fat, Full
cream milk with 6% Fat and Double Toned Milk with 1.5%Fat. Ghee in jars of 200gms and carton
packs of 500gms and 1 kg are sold in the market. Skimmed Milk Powder in Packs of 500 gms,1kg
and 25 kg are available.200 ml flavored milk in flavor’ s like Cardamom, Chocolate, Strawberry,
Pista and Pine apple are collected from Salem diary and sold. Apart from these products like Butter,
Badam milk powder, Masala Butter AAVIN, Erode.

PRODUCT PROFILE

MILK

The Federation is engaged in production of both milk and milk products. The Federation sells
the following type of milk to customers in Chennai metro:

 Standardized Milk
 Toned Milk
 Full Cream Milk
 UTH Milk

These products are marked under the brand name “AAVIN”

MILK PRODUCTS

 Yogurt

 Ice Creams

 Butter Milk

 Khova

 Skimmed milk powder

  Ghee

 Butter

 Cheese

 Flavored Milk

 Aavin mango drink

PRODUCTION PROCESS

Production of pasteurized milk includes the following

 Receiving
 Chilling
 Processing
 Pasteurization
 Standardization
 Packing
 Storing
 Dispatching
MANUFACTURING PROCESS FLOW CHART OF MILK

Received Milk


(Sampling, Weighing, Testing)


Preheating (35C-45C)

Filtration/classification

Cobbling and storage (5C or below)

Pasteurization (72C/5sec)

Standardization

Homogenization

Packing storage (5C of below)

There are two stage of quality control:

1. Product testing centers

2. Milk testing centers

To conduct chemical and bacteriological tests on the water, stored milk and milk product,
effluent plant at specific and regular intervals and to furnish reports to the Deputy General
Manager(Production) to take appropriate action as required. To inspect and verify all analytical and
registers maintained in the laboratories of the unions.

GHEE PRODUCTS
Ghee is available in500 ML and 1000ml. Aavin Ghee is manufactured and packed in tins, and pet
bottles in Madurai, Krishnagiri, Erode and Salem dairies. Ghee in carton is manufactured only in
Erode dairy.

AAVIN SKIMMED MILK POWDER

Anand market ISI aavin manufacture and market ISI quality skimmed milk powder in 500GM
carton and 1 Kg polypack. It is manufactured in all our product dairies via Erode, Salem, krishnagiri
and Madurai and marketed throughout the state quality. Aavin flavored milk is manufactured in
bottles and tetrapak. It is in 5 flavour’s (200ml)

 Strawberry
 Pista
 Cardamom
 Chocolate
 Pineapple

UHT milk is exclusively manufactured by Salem dairy. It comes in 1 lit and 500 ml package.
Both standardized (fat 4.5% and SNF 8.5%) and toned milk (fat 3% SNF 8.5%) are available in this
package. It is called tetra brick. The shelf life of this product is 120 days. Salem union is also
manufacturing 500 ml UHT package milk which is called tetra fino. It is toned milk (fat 3% SNF
8.5%). The shelf life of this product is 90 days.
 Aavin has now entered in milk sweet division and periodically launch newer varieties. The
recent one is Mysorepak in 500 GM’s and 1 kg packing. These sweets are manufactured in very high
highly quality standards. Aavin also manufacture Khalakand & Gulabjamun etc.

AAVIN BUTTER MILK

Aavin is now manufacturing and marketing spicy butter milk throughout the city. It is being
sold at Rs.2.00 economic type and 3.50 premium type per 200ml pockets through all parlours, FROs
and retailers.

PRODUCTION PER DAY

 Liquid milk - 3 lakhs ltrs

 Milk powder - 40MT
 Ghee - 12MT
 Butter - 12 Tone
 Khoa - 300 Kg
 3.3 QUALITY CONTROL DEPARTMENT

A Quality control laboratory at the cost of Rs.69.78 lakhs on 100% subsidy from the central
government has been set up at the office of commissioner for milk production and dairy development.
The above laboratory function is under the direct control of Commissioner for milk Production and
diary development .It analyses the Milk and Milk Products Samples collected from private and
Cooperative Dairies and issue the analysis certificate

CHEMICAL REQUIRED

 KI Crystal

 10 ml of glacial acetic acid

 Starch

 N/10 Sodium trio sulphate

The 10 ml of water is taken in a conical flask.2g of potassium iodide crystals added and
dissolved in water.10ml of glacial acetic acid added. Available chlorine liberates in the presence of an
equivalent amount of iodide from potassium iodide which produces yellowish brown color. This
mixture titrated is against N/10 sodium This sulphate until brown color changes to light straw
yellow.1ml of 1%freshly prepared starch solution added and titrated till the color disappears. The end
point is disappearance of blue color.

CALCULATION

Available Chlorine = Volume X 0.003546 x 100

--------------------------------------

10

= 0.05 x 0.003546 x 100

-----------------------------------------

10
CLOT BOILING TEST (COB – Test)

This test is carried out to determine the developed acidity of milk. Whether it could be
pasteurized or not 5 ml of milk samples was taken in a test tube, and boiled for a few minutes in a
spirt lamp. If there is no coagulation, it indicates that there is on contamination in the milk. Normally
when acidity exceeds 0.2 milk gets curdled or coagulating

DETECTION OF FAT

20 ml of h2so4 and 1 ml amyl alcohol was taken in a Butyrometer .To this 0.75ml presence of
fat by using specific gravity oh H2so4 in Gerber’s method.(Conc.H2so4 Specific gravity is 1.874 and
specific gravity of amyl alcohol is 0.0805)

DETERMINATION OF FAT BY GERBER’s METHOD

In Burometer 10 ml sulphuric acid 10.75ml, Milk (10g Milk = 10.75ml milk) and 1ml of amyl
alcohol were taken and centrifuged and the percentage of fat was noted. Lactometer reading (L.R) is
increasingly proportional to temperature.

INITIALLY

 Temperature of milk is noted

 Lactometer reading is noted

 From Temperature and Lactometer reading, we can find oust the Correct lactometer reading
using the Richmond’s modified formula.1c = 0.17F

BOILER

The boiler if of all welded construction in accordance with the Indian boiler regulations and is
a three design with wet back. The first pass the combustion tube connected to a combustion chamber.
The flue gas pass through the nest of tables, being the second pass, from this combustion chamber, to
the front smoke boy, where again the flue gases are reserved through the nest of tubes. Forming the
third pass to the most efficient velocity of the flue gas, the number and the diameter of tubes in the
second and third pass are suitably designed.
 3.4 MARKETING DEPARTMENT

The Erode district co-operative milk producer union ltd has been a dominate player for the last
three details in the Indian market in an uncontested manner. Around 80000liters or milk per day is
sachets and bulk are being sold in city and sub urban areas 70000liters per day is being diverted into
metro sales through tankers about 15000liters per day is being sold to the union.

On the basic if area union markets divided into two, which are as follows

OBJECTIVES OF MARKET DIVISION

 To develop a market to ensure economic out let for the products produced.
 To monitor customers preference
 To ensures that the regulate milk are available for consumers in times.
 To develop new product to suit changing requirement

LOCAL MARKETS

 Erode
 Bhavani
 Gobi
 Perndurai
 Kangayam
 Dharapuram
 Komorapalayam
 Sathyamangalam

And other towns such as Chittode, Nasiyanur and nearly 80000 liters of milk is being sold
at present.
TYPES OF MILK BEING SOLD

Two types of milk are being sold namely,

Standardized milk in 500 ml, 250 ml&1000 ml, Buffalo milk in cans

Particulars Standardized Milk Buffalo Milk

Fat : 4.5% Fat : 6.0%
Quality Snf : 8.5% Snf : 9.0%

NATIONAL MARKETS

In National markets, the producer are marketed by and only through Tamil Nadu co-operative
milk producers feed ration TCMPF through federation and the erode union receiver order and deliver the
products.

Dairy milk products MRP (Rate)

Rs/P
½ lit milk 16.00
1 lit milk 31.00
½ lit ghee 145.00
1 lit ghee 285.00
100 gm kova 29.00
200 gm kova 58.00
500 gm skim milk powder 125.00
1 gm skim milk powder 250.00
MARKETING DEPARTMENT FUNCTION

MARKETING

FORECASTING DEMAND

TRANSPORT

DESPATCHING SECTION

STORAGE SECTION

LEGAL PROBLEM
 3.5 FINANCE DEPARTMENT

The analysis and interpretation of financial statement are an attempt to determine the
significance and meaning of the financial statement data so that of the financial statement data so that
a forecast may be made of the prospects for future earning, ability to pay debt and profitability of a
sound dividend policy. A company communicates financial information to the users through financial
statement and reports. The financial statement contains summarized information of the firm’s
financial affairs organized systematically. The preparation of the financial statements is the
responsibility of top management Persons interest in financial statement.

The following are the group who like to make use of financial statements

 Owners

 Management

 Creditors

 Employees

 Investors

 Government

Nature of the Financial Statement

Financial statements are prepared for the purpose of presenting a periodical review or report on
progress by the management and deal with the status of investment in the business and results
achieved during the period under review.The financial statement reflects

 Record facts
 Accounting conventions
 Personal judgments
 Postulates
Essential of good financial statement

 It should be readily and easily available from the books of account of the concern.
 The size of the form of financial statements should not be abnormally too large.
 The form should not be complex in nature.
 It must facilitate easy comparison.
 The comparable figures will make the statements more useful.
 3.6 HUMAN RESOURCE DEPARTMENT

Personal management is concerned with the most effective use of people to achieve
organization and individual goals. It is the way of managing people at work so that they give their
best to the organization

Functions

In EDCMPUL, personal department functions are classified into two categories they are

 Managing function
 Operative function

Managerial functions

The managerial functions of personal department deal with planning, organizing, motivation
and controlling.

OPERATIVE FUNCTIONS

The operative functions of personal are as following

 Procurement , Recruitment and selections,

 Job analysis and design
 Performance appraisal function
 Compensation
 Employee training development
 Integration
 Maintenance
 Communication
OBJECTIVES

 To help the organization to reach its goals

 To employee the work force efficiently
 To provide the organization with the trained employees
 To increase employee job satisfaction and self – actualization
 To be ethically and socially responsive to the needs of the society

WORKERS DETAILS

Senior field assistance : 117

Worker : 313

Total : 430

SALARY DETAILS

Senior field assistance (SFA) : Rs.15000 to Rs.18000

Staffs : Rs.9000 to Rs.12000

Cross salary (Year) : Rs.9000000/-

WORKING TIME

Office time : 9.15am to 5 pm

Shift 1 : 6 am to 2 pm

Shift 2 : 2 pm to 10 pm

Shift 3 : 10 pm to 6 am
 4 .PROBLEM IDENTIFIED AND RECOMMENDATION GIVEN

4.1 A STUDY ON CONSUMER ATTITUDES TOWARDS AAVIN MILK PRODUCTS WITH

SPECIAL REFERENCE TO PERIYASEMUR REGION

MARKETING

Marketing is an organizational functions and a set of processes for creating, communicating

and delivering value to customers and for managing customer’s relationship in ways that benefit the

organization and its stakeholders.

ATTITUDE

Consumer attitudes are a composite of a consumer’s (1)beliefs about,(2) feelings about,(3)

and behavioral intentions towards some object—within the context of marketing, usually a brand or

retail store. These components are viewed together since they are highly interdependent and together

represent forces that influence how the consumer will react to the object.

DEFINITION OF CONSUMER ATTITUDE

Consumers are individuals with likes and dislikes. When the preponderance of people in a

particular group feel one way or another about a product, service, entity, person, place or thing, it is

said to be a generalized consumer attitude that could affect the marketing of that person,

-By Marie Currie

 4.1.1 RESEARCH METHODOLOGY

Research methodology is a way to systematically solve the problem by appling various

research techniques along with the logic behind the problem.

RESEARCH DESIGN

Research design is the map or blue print according to which the research is to be conducted. It

is the operational pattern of the framework of the project that stipulate what information’s is to e

collected from which sources and by what procedures. Data sources .

The researcher collected the primary data through questionnaire. Secondary data was collected

from the firm’s internal records only.

a) Sampling

i. Sampling

The sample unit of the research is population that is respondent who using Aavin milk

product.

ii. Sample size

The Sample size is 50 consumers who presently use Aavin milk .

iii. Sampling Techniques

In this research, researcher has selected PERIYASEMUR region for collection of data.

The researcher selected fixed areas.

b) Statistical tools used

Statistical tools used for analyzing the collected data are percentage analysis, bar diagram.
 4.1.2 ANALYSIS AND INTERPRETATION

TABLE 4.1.2.1 SHOWING AGE OF THE RESPONDENTS

S.N NO.OF.RESPONDE
O AGE NT PERCENTAGE
1 Below 20 4 8

2 21-40 28 56

3 41 & Above 18 36

TOTAL 50 100

Interpretation
From the above table it is observed that out of the total respondents, 56% of the
respondents are in the age of 21-40, 36% of the respondents are in the age of above40.

Chart 4.1.2.1 SHOWING AGE OF THE RESPONDENTS

TABLE 4.1.2.2 SHOWING PREFERENCE OF MILK IN AAVIN DAIRY

S.no Brand No of respondents Percentage

1 Aavin 42 84
2 Arokia 2 4
3 Cavins 0 0
4 Heritage 0 0
5 Hatsun 6 12
TOTAL 50 100

Interpretation

From the above table it is observed that out of the total respondents, 84% of the
respondents are preferring the aavin milk, 12% of the respondents are preferring the hatsun milk and
the 4% of respondents are preferring the arokia.

Chart 4.1.2.2 SHOWING PREFERENCE OF MILK IN AAVIN DAIRY

Table 4.1.2.3 USE IN AAVIN DAIRY PRODUCT

S.no Products No of respondents Percentage

1 Milk 25 50
2 Skimmed 0 0
3 Butter 2 4

4 Ghee 16 32

5 Icecream 0 0

6 Tonned 1 2

7 Double tonned 0 0

8 Curd 0 0

9 Milk powder 6 12

TOTAL 50 100

Interpretation

From the above table it is observed that out of the total respondents, 50% of the
respondents are using the aavin milk, 32% of the respondents are using the aavin ghee, and the 12%
of respondents are using the aavin arokia products.

Chart 4.1.2.3 USE IN AAVIN DAIRY PRODUCT

 S.no Particulars No of respondents Percentage
1 Products 2 4
2 Quality&taste 4 8
3 New varities 3 6
4 Quantity 29 58
5 Healthy 8 16
6 Service 4 8
TOTAL 50 100
Table 4.1.2.4 BEST IN AAVIN DAIRY PRODUCTS

Interpretation

From the above table it is observed that out of the total respondents, 58% of the respondents
are saying the quantity, 16% of the respondents are saying the healthy ,and the 8% of respondents
are saying the quality and taste and the service of the aavin products.

Chart 4.1.2.4 BEST IN AAVIN DAIRY PRODUCTS

Table 4.1.2.5 BEST PRODUCT IN AREA

 S.no Particulars No of respondent Percentage
1 Aavin dairy 45 90
2 Arokia 2 4
3 Amul 2 4
4 Cavins 1 2
Total 5 100

Interpretation

From the above table it is observed that out of the total respondents, best product in your
area 90% of members in aavin dairy,4% in arokia ,as the same 4% in amul &2% in cavins.

Chart 4.1.2.5 BEST PRODUCT IN AREA

Table 4.1.2.6 AAVIN MILK SUIT FOR YOUR BUDJET

 S Particulars No of respondent Percentage
. no
1 Excellent 4 8
2 Good 23 46
3 Fair 23 46
TOTAL 50 100

Interpretation

From the above table it is observed that out of the total respondents, aavin milk suit your
budjet in 8% of people will agree ,46% in opinion is good & 46% is fair.

Chart 4.1.2.6 AAVIN MILK SUIT FOR YOUR BUDGET

Table 4.1.2.7 SATISFIED WITH PRICE

S. no Particulars No of respondents Percentage

 1 Yes 47 94
2 No 3 6
Total 50 100

Interpretation

From the above table it is observed that out of the total respondents,,people says 94% of
people says aavin is quality &6% of people says no.

Chart 4.1.2.7 SATISFIED WITH PRICE

Table 4.1.2.8 SATISFIED WITH QUALITY OF MILK

S.no Particulars No of respondents Percentage

1 Highly satisfied 22 44
 2 satisfied 24 48
3 Highly dissatisfied 2 4
4 dissatisfied 2 4
Total 50 100

Interpretation

From the above table it is observed that out of the total respondents,44% of people says
highly satisfied in aavin milk price,48% says its satisfied,4% of people highly dissatisfied &4% of
people says dissatisfied.

Chart 4.1.2.8 SATISFIED WITH QUALITY OF MILK

Table 4.1.2.9 ALL PRODUCT AVAILABLE IN DAIRY BOOTH

 S.no Particulars No of respondents Percentage

1 Agree 15 30
2 Disagree 35 70
Total 50 100

Interpretation

From the above table it is observed that out of the total respondents, all product available
in aavin booth 30% accept agree & 70% of people accept disagree.

Chart 4.1.2.9 ALL PRODUCT AVAILABLE IN DAIRY BOOTH

Table 4.1.2.10 NUTRIENTS OF DAIRY PRODUCTS

 S.no Particulars No of respondents Percentage

1 Very important 32 64
2 important 18 36
3 unimportant 0 0
Total 50 100

Interpretation

From the above table it is observed that out of the total respondents,in nutrients of dairy
products 64% of people accept very important,36% 0f people accept important & no one says
unimportant.

Chart 4.1.2.10 NUTRIENTS OF DAIRY PRODUCTS

Table 4.1.2.11 NO OF BOOTHS SUFFICIENT IN YOUR LOCALITY

 S.no Particulars No of respondents Percentage
1 Satisfied 30 60
2 Dissatisfied 20 40
Total 50 100

Interpretation

From the above table it is observed that out of the total respondents, booths are sufficient in
locality 60% of people accept satisfied & 40% of people accept dissatisfied.

Chart 4.1.2.11 NO OF BOOTHS SUFFICIENT IN YOUR LOCALITY

Table 4.1.2.12 OPINION ABOUT AAVIN DAIRY

S. no Particulars No of respondents Percentage

 1 Low price 0 0
2 High price 1 2
3 Low quality 0 0
4 High quality 37 74
5 Less varity 11 22
6 High varity 1 2
TOTAL 50 100

Interpretation

From the above table it is observed that out of the total respondents, opinion in dairy
products no one says low price& low quality,2% in high price& high varity,74% says high quality &
22% of people says less variety.

Chart 4.1.2.12 OPINION ABOUT AAVIN DAIRY

Table 4.1.2.13 HOME DELIVERY OF AAVIN MILK

 S. no Particulars No of respondents Percentage

1 Agree 44 88
2 Disagree 6 12
Total 50 100

Interpretation

From the above table it is observed that out of the total respondents, home delivery in
aavin milk 88% of people says agree & 12% says disagree.

Chart 4.1.2.13 HOME DELIVERY OF AAVIN MILK

Table 4.1.2.14 ELEMENTS ADDED TO SATISFY CUSTOMERS

 S.no Particulars No of respondents Percentage
1 Satisfied 2 4
2 Highly 45 90
satisfied
3 Dissatisfied 3 6
4 Highly 0 0
dissatisfied
Total 50 100

Interpretation

From the above table it is observed that out of the total respondents ,elements added to
satisfy customers 4% of people says satisfied,90% of people says highly satisfied,6%,dis satisfied &
highly dissatisfied says no.

Chart 4.1.2.14 ELEMENTS ADDED TO SATISFY CUSTOMERS

Table 4.1.2.15 RANK TO FOOD, QUALITY & SERVICE

S. no Particulars No of respondents Percentage

 1 Good 10 20
2 Very good 39 78
3 Not bad 1 2
TOTAL 50 100

Interpretation

From the above table it is observed that out of the total respondents, aavin milk food,
quality& service 20% of people says good, 78% says very good &2% of people says not bad.

Chart 4.1.2.15 RANK TO FOOD, QUALITY & SERVICE

Table 4.1.2.16 AAVIN HAS MOSTLY ATTRACTED TOWARDS CUSTOMER

 S. no Particulars No of respondents Percentage
1 Ghee 9 18
2 Skimmed 5 10
3 Milk powder 17 34
4 Flavored milk 19 38
TOTAL 50 100

Interpretation

From the above table it is observed that out of the total respondents, attracted customer
18% people accept ghee,10% skimmed,34% accept milk powder & 38% people accept flavored milk.

Chart 4.1.2.16AAVIN HAS MOSTLY ATTRACTED TOWARDS CUSTOMER

Table 4.1.2.17 AAVIN MILK PRODUCT HAS MAXIMUM DEMAND

 S. no Particulars No of respondents Percentage
1 Toned milk 9 18
2 Double Tonned milk 16 32
3 Standardized milk 15 30
4 Full cream milk 10 20
TOTAL 50 100

Interpretation

From the above table it is observed that out of the total respondents, maximum demand 18%
of people accept toned milk,32% double tonned milk ,30% of people accept standardized milk & 20%
of people accept full cream milk.

Chart 4.1.2.17 AAVIN MILK PRODUCT HAS MAXIMUM DEMAND

Table 4.1.2.18 SATISFIED WITH PACKING DESIGN

 S.no Particulars No of respondents Percentage

1 Yes 39 78
2 No 11 22
Total 50 100

Interpretation

From the above table it is observed that out of the total respondents, packing design 78% of
people accept as the same 22% of people accept no.

Chart 4.1.2.18 SATISFIED WITH PACKING DESIGN

Table 4.1.2.19 MORE SERVICE TO YOUR AREA

 S.no Particulars No of respondents Percentage

1 Yes 11 22
2 Not necessary 39 78
Total 50 100

Interpretation

From the above table it is observed that out of the total respondents, more service in area
22% of people accept yes & 78% of people accept not necessary.

Chart 4.1.2.19 MORE SERVICE TO YOUR AREA

Table 4.1.2.20 DRAWBACK IN AAVIN DAIRY PRODUCTS

 S.no Particulars No of respondents Percentage

1 Yes 9 18
2 No 41 82
Total 50 100

Interpretation

From the above table it is observed that out of the total respondents, more, draw back in
aavin products people accept 18% of people says yes & 82% of people says no.

Chart 4.1.2.20 DRAWBACK IN AAVIN DAIRY PRODUCTS

4.1.3 FINDINGS
1. Majority of the respondent are under the age group of 21-40 (56%), least (8%) of respondent are

Comes under below 20.

2. The showing the preference of milk in Aavin 84% and the least of Arokia 4%.

3. Majority of using in Aavin product milk (50%) and least product Tonned milk (2%).

4 .Majority of best in Aavin dairy quantity (58%) , least is products (4%).

5. Majority of best product in area Aavin dairy (90%) and the least is Cavins (2%).

6. Majority of Aavin suit for Budjet in good (46%) and excellent is (8%).

7. Majority of satisfied with price yes (94%) and no (6%).

8. Majority of satisfied in quality of milk satisfied (48%) , least is dissatisfied (4%).

9 .Majority of product available in dairy booth disagree (70%), least is disagree (30).

10. Majority of nutrients of dairy very important (64%) and least unimportant (0%).

11. Majority of booths sufficient in your locality satisfied (60%) and least (40%).

12. Majority of opinion about Aavin high quality (74%) and least is low & high price (0%).

13. Majority of home delivery of Aavin agree (88%) and least is disagree (12%).

14. Majority of elements added to satisfied customers highly satisfied (90%) and least is highly

Dissatisfied (0%) .

15. Majority to food, quality & service is very good (78%) and least is not bad (2%).

16. Majority of Aavin mostly attracted towards customer flavored milk (38%) and the least is

Skimmed (10%) .
17. Majority of Aavin milk product has maximum demand double Tonned milk (32%) and least is
full cream milk (20%).

18. Majority of satisfied with packing design yes (78%) and least is no (22%).

19. Majority more service to your area not necessary (78%) and least is yes (22%) .

20. Majority of drawbacks in Aavin products no (82%) and yes is (18%).

 4.1.4 RECOMMENDATIONS

 The company may concentrate the milk products availability in shops.

 The company may concentrate for advertising in television media.
 The company may concentrate for price factors.
 The company may concentrate for service.
 The company may concentrate for customer satisfaction.
 The company may improve complaint handling system
 5. CONCLUSION

Consumer attitude in main aspects for selling the product and achieve the highest sales level
in the market. Through this study, we conducted the research entitled- A study on consumer attitudes
towards Aavin Milk and Aavin Products. This study helps us to know the attitude of the customers
and consumer perception towards the product. It also provides the steps to improve the sales in future
and attain the highest growth level in the market.

The users are highly satisfy with all products of Aavin company, it is the main competitive
advantage of Aavin. It is the secret success for Aavin products.

Thus we can conclude that dairy increase the product availability, to reduce the product price
and maintain the quality in a long period og time. Better quality and easy availability should increase
the sales and the wealth of the company.
 BIBLIOGRAPHY

1. Philip Kotler – Marketing Management, Prentice Hall of India, 2004.2.

2. C.R.Kothari – Research Methodology (methods and techniques), New Age International
Publishers, 2007.

Websites
www.aavinmilk.com 
www.marketingprinciples.com