CHAPTER – 1

INTRODUCTION

1.1 INTRODUCTION

Customer satisfaction is defined as a measurement that determines how happy

customers are with a company’s products, services, and capabilities. Customer
 satisfaction information, including surveys and ratings, can help a company
determine how to best improve or changes its products and services.
An organization’s main focus must be to satisfy its customers. This applies to industrial
firms, retail and wholesale businesses, government bodies, service companies, not profit
organizations, and every subgroup within an organization.
Customer Satisfaction: Why It’s Important in 2023 To say that customer satisfaction is
important is an understatement. In 2023, it’s a necessity. According to Gartner, 81% of
marketers view customer satisfaction as the main competition area in their industry. But
the competitive edge is not all. PwC found that 59% of customers will give up on a
company after several bad experiences, and 17% after one bad customer experience. Yes,
this also applies to your previously loyal customers. And yes, they won’t be back.

How to measure
customer satisfaction?
To track

customer satisfaction, you need to set up a CSAT (Customer Satisfaction

Score) survey that asks the clients to rate their experiences with your
company, usually on a 1-to-5 scale.

However, there is also a 7-point-scale customer satisfaction survey that can

help you get an even clearer picture of how your customers feel.
India is the world’s largest milk producer and all set to become the world’s largest food
factory. India’s dairy industry is considered as one of the most successful development
Dairy cooperatives account for the major share processed liquid milk marketed in the
India.

Milk is an essential item used by the people as vegetarian diet more consumption of milk
depends not only on its factor but also on the availability of children and also by practice
of taking coffee, tea, etc. In this competitive world, various brands of packet milks are
available.

Packet milk is preferred for its merit economy hygiene, quality, availability and so on.
Packet milk is available to consumers at any time wherever it is needed. Milk composition
has a dynamic nature, and the composition varies with stage of lactation, age, breed,
nutrition, and energy balance and health status of the udder.

Colostrum differs considerably to milk; the most significant difference is

the concentration of milk protein that may be about the double in colostrum. compared to
later in lactation. Dairy and dairy products provide livelihood to millions of homes in
Indian villages. They supply the quality of milk and milk products to people of both urban
and rural areas. Dairying has become an essential secondary source of income for millions
of rural families.
 1.2 SCOPE OF THE STUDY

The study is mainly intended to ascertain customer satisfaction and factors

influencing product selection. It is believed that such a study will throw light on
the strength and weakness of the dealer on one hand.

The scope is mainly focused on giving information to the company about what

to do or what are the pitfalls or weakness that the company is presently having.
These weaknesses can be studied in detail and good remedies can be taken to
improve the company’s wellbeing.

The scope also extents about to know what are people’s opinion about
the company’s service and product, their awareness, likes and dislikes and the
company can take into consideration the suggestion made by them.

The findings and other study may help the service provider to analyse the needs
of the people and bring before them what they needed and more over to attain a
competitive edge over its rival
1.3LIMITATIONS OF THE STUDY

1. The study is limited to customers in Krishnagiri city only

2. The study is done for short period/span of time
3. The sample respondents taken for the study is limited
4. Due to lack of time the study has been destructed to Tirupur city only
5. The result is completely relies upon the collected data which was
presented by the respondent.
1.4 OBJECTIVE OF THE STUDY

1. To identify the level of satisfaction of the customers

2. To analyse the awareness level of the customers
3. To understand the main factors influencing the purchase of Aavin
4. To know about the financial highlight of the diary centre
5. To get extra knowledge about the dairy centre