CHAPTER - I

INTRODUCTION AND DESIGN OF THE STUDY

1.1. INTRODUCTION
The Dairy Development Department was established in Tamil Nadu in the year
1958 to oversee and regulate milk production and commercial distribution in the state.
The Dairy Development Department took over control of the milk cooperatives. It as
replaced by the Tamil Nadu Cooperative Milk Producers Federation Limited in the
year 1981. On 1 February 1981, the commercial activities of the cooperative were
handed over to Tamil Nadu Co-operative Milk Producers' Federation Limited which
sold milk and milk products under the trademark "Amul". Tamil Nadu is one of the
leading states in India in milk production with about 14.5 million liters per day
In India, the market milk industry may be said to have started in 1950 to 1951
when the Central Dairy of Milk Colony was commissioned and went into stream. The
industry is still in its infancy and barely 12 per cent of our total milk production
undergoes organized handling.
The term “market milk‟ refers to fluid whole milk that is sold to individuals
usually for direct consumption. It excludes milk consumed on the farm and that used
for the manufacture of dairy products.
The organized sector retails five categories of milk named pasteurized toned,
standardized milk, full cream milk, double toned milk and UHT-milk. The highly
nutritious and ideal food of the Indian is now marketed in brand names.
Markets are manifested with several brands, each trying to capture its share in the
market by differentiating its product in feature, quality, packing, service and so on.
Milk is an essential item used by the people as vegetarian diet more consumption
of milk depend not only on its factor but also on the availability of children and also
by practice of taking coffee, tea, etc. The chief factor which influence the
consumption of milk are availability level of income of people and prices. Milk is not
only an essential items but also most frequently and commonly used by the people.
People complaint that fat in milk increases the content of cholesterol in their body in
their body causing some disease. To get rid of this complaint people can go for
skimmed milk. Previously, the availability of cattle farm was more and the population
was less. The requirement by a family was met by sufficient supply from their own
farm or a milk vendor.
1
 Due to advancement in technology, milk is available in packet of fixed required
quantity. Generally, packet milk is a skimmed milk. In this competitive world, various
brands of packet milks are available. Packet milk is preferred for its merits economy
hygiene, quality, and availability and so on. Packet milk is avail-able to consumers at
any time wherever it is needed. Moreover, it is tasty to carry as they as sold in
packets. It is sterilized at required temperature so that is quality is assured

PURPOSE

Customer satisfaction provides a leading indicator of consumer purchase intentions

and loyalty. Customer satisfaction data are among the most frequently collected indicators
of market perceptions. Their principal use is two fold:

1. Within organizations, the collection, analysis and dissemination of these data send a
message about the importance of tending to customers and ensuring that they have a
positive experience with the company’s goods and services.

Although sales or market share can indicate how well a firm is performing currently
satisfaction is an indicator of how likely it is that the firm’s customers will make further
purchases in the future. Much research has focused on the relationship between customer
satisfaction and retention. Studies indicate that the ramifications of satisfaction are most
strongly realized at the extremes. On a five-point scale individuals who rate their
satisfaction level as “5” are likely to become return customers and might even evangelize
for the firm. (A second important metric related to satisfaction is willingness to recommend.
This metric is defined as "The percentage of surveyed customers who indicate that they
would recommend a brand to friends." When a customer is satisfied with a product he or
she might recommend it to friends, relatives and colleagues. This can be a powerful
marketing advantage.) Individuals who rate their satisfaction level as i by contrast, are
unlikely to return. Further they can hurt the firm by making negative comments about it to
prospective customers. Willingness to recommend is a key metric relating to customer
satisfaction.

2
 CUSTOMER SATISFACTION IN 7 STEPS

It's a well-known fact that no business can exist without customers. In the business
design, it's important to work closely with your customers to make sure the site or system
you create for them is as close to their requirements as you can manage. Because it's critical
that you form a close working relationship with your client customer service is of vital
importance. What follows are a selection of tips that will make your clients feel valued
wanted and loved.

1. Encourage Face-to-Face Dealings

This is the most daunting and downright scary part of interacting with a
customer. If you're not used to this sort of thing it can be a pretty nerve-wracking
experience. Rest assured, though, it does get easier over time. It's important to meet your
customers face to face at least once or even twice during the course of a project. My
experience has shown that a client finds it easier to relate to and work with someone they
are actually met in person rather than a voice on the phone or someone typing into an
email or messenger program. When you do meet them be calm confident and above all
take time to ask them what they need. I believe that if a potential client spends over half
the meeting doing the talking you're well on your way to a sale.

2. Respond to Messages Promptly & Keep Your Clients Informed

This goes without saying really. We all know how annoying it is to wait days
for a response to an email or phone call. It might not always be practical to deal with all
customers queries within the space of a few hours but at least email or call them back
and let them know you have received their message and you'll contact them about it as
soon as possible. Even if you're not able to solve a problem right away let the customer
know your are working on it.

3. Be Friendly and Approachable

A fellow Site Pointer once told me that you can hear a smile through the phone.
This is very true. It's very important to be friendly, courteous and to make your clients
feel like you are their friend and you are there to help them out.

3
 There will be times when you want to beat your clients over the head repeatedly
with a blunt object it happens to all of us. It's vital that you keep a clear head respond to
your clients wishes as best you can and at all times remain polite and courteous.

4. Have a Clearly-Defined Customer Service Policy

This may not be too important when you are just starting out, but a clearly defined
customer service policy is going to save you a lot of time and effort in the long run. If a
customer has a problem, what should they do If the first option doesn't work, then what
Should they contact different people for billing and technical enquiries If they're not
satisfied with any aspect of your customer service, who should they tell There's nothing
more annoying for a client than being passed from person to person, or not knowing who
to turn to.

5. Attention to Detail also known as ('The Little Niceties')

Have you ever received a Happy Birthday email or card from a company you
were a client of Have you ever had a personalised sign-up confirmation email for a
service that you could tell was typed from scratch These little niceties can be time
consuming and are not always cost effective but remember to do them.

6. Anticipate Your Client's Needs & Go Out Of Your Way to Help Them Out

Sometimes this is easier said than done however achieving this supreme level of
understanding with your clients will do wonders for your working relationship. Take this
as an example: you are working on the front-end for your clients exciting new
ecommerce endeavour. You have all the images originals and files backed up on your
desktop computer and the site is going really well. During a meeting with your client he
or she happens to mention a hard-copy brochure their internal marketing people are
developing.

7. Honour Your Promises: It's possible this is the most important point in this article.
The simple message: when you promise something, deliver. The most common example
here is project delivery dates.

4
1.2 STATEMENT OF THE PROBLEM

Amul milk in Salem union plays a vital role in marketing. The success of the
Milk and dairy products depends not only the marketing but also the customer’s
behaviour pattern towards their product. To have better marketing the union needs a
maximum inspiration from the customer side. If marketing is done without the
execution of customer it cannot run success fully for a long period of time. So an
analytical study is conducted based on customer satisfied with regard to market the
milk and it by product.

5
1.3 SCOPE AND IMPORTANCE OF THE STUDY

The study is carried out understand the level of marketing, the sales and customer
service of Amul milk. The study makes an attempt to know the awareness level of
customer about the service. So the study can be useful to know more about the Amul
products and various services provide by it. The study tries to give a detailed picture
about the Amul milk. The information gathered through the study could be useful to
the company to formulate future practices and strategies to attract customers. The
geographic scope of the study is limited to Amul milk in Salem.
In Salem dairy the milk is pasteurized and standardized as per to bureau of
Indian Standard Institute (ISI). milk is distributed to the customers and loose milk is
supplied in other dairy products like butter, ghee, milk powder curd, flavour milk are
produced and marketed by Salem dairy which the around Salem city.

6
1.4 OBJECTIVES OF THE STUDY
 To study the customer taste and preference of Amul milk products.
 To study the customer opinion about the brand image.
 To know how for the customers are satisfied with the product.
 To offer conclusion & make valuable suggestions to improve the study unit.

7
1.5. RESEARCH METHODOLOGY
Research methodology is a way to systemically solve the problem. It may be
understand as a science of studying how research is done scientifically. The survey
takes up for the study and analysis consist of different are however examination for
sampling was takes on such areas, where are considered to be thickly populated will
all class families.
DATA COLLECTION METHOD
PRIMARY DATA
Primary data was collected from this study. The primary data was collected by
questionnaires from the customer.
SECONDARY DATA
Secondary data needed for this researcher was collected from the magazines,
market research books, journals and mainly websites.
SAMPLE SIZE:
The sample sizes choose for this study of 120 respondents only. The area was
choose for the size.
SAMPLING TECHNIQUES:
We have adopted convenient sampling technique inn our survey in this
method sampling units are choose primarily in accordance with the investigator
convenient. The following statistical tools have been used to analyse the data.The
collected data have been analysed with the help of statistical tools like chi-square test
and simple percentage analysis.
TOOLS FOR DATA ANALYSIS
1. Simple percentage analysis
2. Chi square
3. Correlation

SIMPLE PERCENTAGE ANALYSIS

This method is used to compare two or more series of data, to describe the
relationship or the distribution of two or more series of data. Percentage analysis test
is done to find out the percentage of the response of the response of the respondent. In
this tool various percentage are identified in the analysis and they are presented by the
way of Bar Diagrams in order to have better understanding of the analysis.

8
 No. of respondents
Simple percentage = ……………………………… X 100
Total No. of respondents

CHI-SQUARE TEST
Chi-square test is a non-parameter test and is used most frequently by marketing
researchers to test the rightness of hypothesis.Hypothesis is a tentative and declarative
statement formulated to be tested describing a relationship between two attributes.
The researchers should state the null hypothesis (the hypothesis to be tested) in
such a way that its rejection leads to the acceptance of the alternative hypothesis.
Chi-square is symbolically written as tests aiming at determining whether
significant difference exists between two groups of data.
∑ (Oi – Ei)
-------------
Ei
CORRELATION

Correlation is computed into what is known as the correlation coefficient,

which ranges between -1 and +1. Perfect positive correlation (a correlation co-
efficient of +1) implies that as one security moves, either up or down, the other
security will move in lockstep, in the same direction. Alternatively, perfect negative
correlation means that if one security moves in either direction the security that is
perfectly negatively correlated will move in the opposite direction. If the correlation is
0, the movements of the securities are said to have no correlation; they are completely
random.

PERIOD OF THE STUDY

The present study covers the consumer’ s satisfaction from December 2019 to
March 2020(4 Month)

AREA OF THE STUDY

The area should be prompt with Salem town only.

9
1.6 LIMITATIONS OF THE STUDY
1. The time period of research was restricted to 30 days.
2. The research finding was applied only in Salem city.
3. The different views and opinions provided by the respondents were subjected to
Personal bias.
4. The respondents may not be true in filling up the questionnaires.
5. The study was only confined to 120 respondents.
6. The reliability of the data may not be dependable.

10
1.7 CHAPTER SCHEME

This study has been presented in Five chapters.

1. The First Chapter deals with introduction and design of the study.
2. The Second Chapter deals with profile of the company and Review of
literature.
3. The Third Chapter deals with theoretical background of the study.
4. The Fourth Chapter deals with data Analysis and interpretation of the study.
5. The Fifth Chapter deals with Summary of Findings & Suggestions and
conclusion.

11
 CHAPTER – II
REVIEW OF LITERATURE
Kotler, Philip [2002] Customer satisfaction can be experienced in a variety of
situations and connected to both goods and services. It is a highly personal assessment
that is greatly affected by customer expectations. Satisfaction also is based on the
customer's experience of both contact with the organization and personal outcomes.
Some researchers define a satisfied customer within the private sector as "one who
receives significant added value" to his/her bottom line—a definition that may apply
just as well to public services. In today's competitive business environment marketing
managers are more influenced from customer expectation and meeting the demand for
customer satisfaction is very important for them.
Nick Wreden, [2003] Customer satisfaction is a highly personal assessment that is
greatly influenced by individual expectations. Some definitions are based on the
observation that customer satisfaction or dissatisfaction results from either the
confirmation or disconfirmation of individual expectations regarding a service or
product. To avoid difficulties stemming from the kaleidoscope of customer
expectations and differences, some experts urge companies to "concentrate on a goal
that's more closely linked to customer equity." Instead of asking whether customers
are satisfied, they encourage companies to determine how customers hold them
accountable.
Reed, John H., Hall, Nicholas P [2004] Customer satisfaction is the degree to which
a customer perceives that an individual, firm or organization has effectively provided
a product or service that meets the customer's needs in the context in which the
customer is aware of and / or using the product or service. Satisfaction is not inherent
in the individual or the product but is a socially constructed response to the
relationship between a customer, the product and the product provider /maker. To the
extent that a provider / maker can influence the various dimensions of the
relationship, the provider can influence customer satisfaction.

Zemke, Ron, Schaaf, Dick [2005] From the beginning of the "customer service
revolution" almost 20 years ago, a body of business research has focused on customer
satisfaction and customer-focused organizations.

12
Benchmark. research.co.uk, [2006] All customer satisfaction studies share the same
underlying principle: to assess the performance of an organizations' products or
services on the basis of how they are perceived by the customer. Whether those
perceptions are misplaced, lag behind current performance or are a very accurate
interpretation, customer perceptions matter. Indeed, understanding these perceptions
provides a critical understanding of future customer behavior.In the 'new economy'
knowledge is a resource as well as, increasingly, a product: with tangible goods
becoming globally standardized and best practices travelling fast, companies gain
competitive advantages through constant innovation, better targeting of customers
and additional services. Those strategies cannot be applied to the arm's length type of
customer relations.
Center Fort He Study Of Social Policy [2007] Measuring customer satisfaction is
beyond the constitution happy customers. Measuring customer satisfaction is about
profit and competitive advantage. To achieve long term success in the market, firm
should monitor the customer satisfaction signals regarding product, service and
relationship. Measuring customer satisfactions provide a comprehensive insight to the
customer pre and post purchase behavior. Without this approach understanding,
improving and developing better customer services could not be possible. Thus,
business consultants, corporations and others have worked to identify the
characteristics of organizations that consistently please their customers, to develop
tools for monitoring customer satisfaction, and to build continuous, quality
improvement systems that respond to consumer feedback.

Hayes, Bob E [2008] Measures allow business to: 1) know how well the business
process is working 2) know where to make changes to create improvement, if changes
are needed; 3) determine if the changes led to improvement . Knowledge of customer
perception and attitudes about an organization's business will greatly enhance its
opportunity to make better business decisions. These organizations will know their
customer requirements or expectations and will be able to determine if they are
meeting those requirements.

13
Jenny van Doorn, (2010) Faced with growing environmental problems, food safety
issues, and increasing obesity rates, many consumers desire healthier, less processed
natural foods that are less harmful to the environment. Yet organic foods only
partially benefit from this market environment, and their market share remains quite
low despite high growth rates. The usual explanation for this discrepancy is that
consumers are not willing to pay the price premium prompted by an organic claim. In
this paper, we explore the reasons behind consumers' (un)willingness to pay for
organic food and investigate whether it differs between virtue and vice food
categories. The results indicate that in vice food categories, organic claims are
associated with lower quality, which seems to be only partly compensated by higher
prosocial benefits. The lower-quality perceptions translate into a decreased consumer
willingness to pay (WTP). We supplement the empirical results with data on organic
purchases in the Dutch food market. These data show that market shares of organic
food are indeed lower for vice categories of organic food.

A.C. Barrier et al (2011) A difficult calving affects the welfare of the cow and has
economic implications for the farm. With respect to milk production, it is not clear at
which degree of calving difficulty adverse effects occur or for how long they last.
Studies usually only consider the milk produced by animals who completed full
lactations but the saleable milk production of the whole herd, regardless of each cow
having achieved a full lactation, might be a better indicator of the productivity of the
cows and the underlying stresses they experience, as well as being more
representative of the real losses that producers incur. The objective of this study was
to investigate how various degrees of calving difficulty would alter both the cow's
milk production and their production of saleable milk over different stages of their
subsequent lactation. The calving difficulty scores and the subsequent milk
production were retrieved from an experimental dairy farm (in the United Kingdom)
for 2 herds that contained 2,430 and 1,413 lactations. To account for milk saleable by
the farmer, individual cumulative saleable milk yields, referred to as saleable milk
yields (SMY), in milk unconditional on the animal having achieved the lactation stage
of interest.

M.A. Khan et al (2012) A feeding regimen that allows a smooth transition from milk
to solid feed is vital for successful heifer-rearing programs. In the past, research

14
efforts have focused on the development of feeding methods that allow early weaning,
perhaps because the risk of disease is highest during the milk feeding stage. To
encourage early intake of calf starter, conventional feeding programs have limited the
supply of milk (often to 10% of BW at birth). However, dairy calves provided free
access to milk will typically consume more than twice this amount. We critically
review the available literature examining the relationship between milk feeding
method, solid feed consumption, and rumen development in young dairy calves and
identify areas where new work is required. We conclude that milk-fed dairy calves
can safely ingest milk at approximately 20% of body weight (BW)/d, and greater milk
consumption supports greater BW gain, improved feed efficiency, reduced incidence
of disease.

R. Early (2013) This chapter explains how milk, a natural source of human nutrition
and functional food materials, serves as the raw material for the production of dairy
products used as foodstuffs in their own right and as ingredients in some problems
faced by milk producer. It discusses ways in which milk can be reduced to its
component parts, modified, processed and reassembled to achieve specific functional
value for the manufacture of natural food ingredients used in specific food
applications.

I. Wikman et al (2014) Pain is an important indicator of poor welfare of livestock.

Despite this, pain has largely gone unrecognized in farm animals due to attitudes of
producers and veterinarians, although they play a key role in monitoring and
managing the perception of animal pain. Producer attitudes toward animal welfare
influence livestock management and production. The aim was to quantify dairy
producer attitudes to the painfulness of various cattle diseases and disbudding, a
painful routine procedure performed on farm to ensure safer handling of cattle. A
questionnaire on disbudding-related opinions and practices was sent to 1,000 Finnish
dairy producers (response rate: 45%). Attitudes toward disbudding were gauged using
a 5-point Likert scale and attitudes to cattle pain scored on an 11-point numerical
rating scale. Principal components analysis was used to assess the loadings, which
were further tested for differences between producer gender and housing systems with
Mann-Whitney U-tests, and between herd milk yield, herd size, and age and work
experience of producers with a Kruskal-Wallis test.

15
P.H.P. Prasanna et al (2015) Research and commercial interest in the genus
Bifidobacterium have increased in the last decade due to their potential health benefits
in probiotic functional foods, especially in dairy products. However, cultivation of
bifidobacteria in milk is a difficult task compared with that of conventional starters
because milk is not a good medium for growth of these nutritionally fastidious
microorganisms. Therefore, suitable strains of Bifidobacterium for dairy products
should be selected based on their safety and technological and functional properties.
There are a number of milk products containing bifidobacteria in the world market
and the demand for new products is increasing with the awareness of the potential
health benefits of the consumption of products blended with bifidobacteria.

SeyedesmaeilHashemiSheykhshabaniet.al (2016) The purpose of the present study

was to examine the interactional relationship of organizational environment
(interpersonal conflict at work and low organizational justice) and personality
characteristics (trait anxiety and anger and conscientiousness) with job satisfaction in
Iranian employees. Five hundred forty six employees randomly selected from one of
Iranian Industrial Company participated in the study. Moderated regression analyses,
showed that trait anxiety and anger moderated the relationship between interpersonal
conflict and job satisfaction, but conscientiousness did not.

Yuan-Ho Chen ed all (2017) Research study on customer satisfaction and happiness
of milk companies with different cultural managements had revealed many interesting
and significant outcome. Survey questionnaires exquisitely designed and specialized
in employee's satisfaction; happiness and job commitment were used and focused in
this study. Three sets of survey forms with 10 questions each for employee
satisfaction, organization commitment, and job involvement were fabricated
respectively. One European invested company and one local company, and their basic
employees were chosen as the studying objects. Both companies carried the same
product lines are located in proximity at KD province, China. And 290 effective
samples had been obtained from both companies were statistically analyzed with
meaningful results. Tangible conclusions had shown that the employee in local
invested company had higher positive feedbacks from all three aspects as in employee
satisfaction, regulative commitment, and proactive job involvement than the
employee of the European invested company.

16
HülyaGündüzÇekmecelioğlu et.al (2017) The aim of this research was to
empirically investigate, the impact of emotional intelligence (EI) on job satisfaction.
This study considers emotional intelligence as a multidimensional construct and
compares the effects of these dimensions on customer satisfaction and performance.
Data obtained from 147 call center in Istanbul we used to examine the hypothesized
relationships among study variables. The results of the study show significant positive
relationship emotional intelligence and internal satisfaction. Specifically these
findings indicate with high emotional recognition are more likely to have higher
levels of internal satisfaction.

Darand L. Borneman (2017) The objective of this study was to determine if a

correlation exists between standard plate count (SPC) and somatic cell count (SCC)
monthly reported results for Wisconsin dairy producers. Such a correlation may
indicate that Wisconsin producers effectively controlling sanitation and milk
temperature (reflected in low SPC) also have implemented good herd health
management practices (reflected in low SCC). The SPC and SCC results for all grade
A and B dairy producers who submitted results to the Wisconsin Department of
Agriculture, Trade, and Consumer Protection, in each month of 2012 were analyzed.
Grade A producer SPC results were less dispersed than grade B producer SPC results.
Regression analysis showed a highly significant correlation between SPC and SCC,
but the R2 value was very small (0.02–0.03), suggesting that many other factors,
besides SCC, influence SPC. Average SCC (across 12 mo) for grade A and B
producers decreased with an increase in the number of monthly SPC results (out of
12) that were ≤25,000 cfu/mL. A chi-squared test of independence showed that the
proportion of monthly SCC results >250,000 cells/mL varied significantly depending
on whether the corresponding SPC result was ≤25,000 or >25,000 cfu/mL.

Zahariishak et.al (2018) This study examines the predictions on sexual harassment
experience towards job satisfaction and work stress among female employees at three
universities in the Klang Valley, Malaysia. A questionnaire consisting of four sections
has been used for this research. The four sections measured sexual harassment
experience, job satisfaction, work stress and respondents information. A total of 1423
participants were selected through simple random sampling technique. Results show
17
that more than half of the sample has had sexual harassment experience. Female
employees aged between 26 to 39 years, married, and having length of service less
than 5 years had more sexual harassment experiences.

Conor J. Doyle et al (2018) Sporeforming bacteria are a significant concern for the
international dairy industry. Spores present in milk survive heat treatments and can
persist during downstream processing. If they are present in sufficient numbers in
dairy products they can cause spoilage or lead to illness as a result of toxin
production. While many reviews have highlighted the threat posed by spores of
aerobic bacteria to the dairy industry, few have focused on problems caused by the
array of different species of anaerobic sporeformers (Clostridium and related genera)
that can be found in milk. This is despite of the fact that members of these bacteria are
found throughout the dairy farm environment, and can be toxigenic, neurotoxigenic or
spoilage bacteria. This makes the possible presence of Clostridium and related spores
in bulk tank milk (BTM) important from both a financial and a public health
perspective. In this review dairy associated anaerobic sporefromers are assessed from
a number of perspectives.

Evelyn Tnay (2018) This study aims to investigate and find out the influences of job
satisfaction and organizational commitment on employee turnover intention in a milk
industry. There are a total of 85 questionnaires collected from 100 questionnaires that
had been distributed at the chosen organization. Demographic characteristics were
discussed briefly according to the frequency level and percentage. In addition, both
descriptive and inferential statistics were applied to analyze the data obtained. As for
inferential statistics, Pearson Correlation Coefficient was used to measure the degree
between independent variables with dependent variable in this research. The research
findings showed that for the independent variable of job satisfaction with the factors
on satisfaction with pay and supervisory support had a low, and negative significant
relationship on employees’ turnover intention. However, organizational commitment
had no significant relationship towards turnover intention among the employees
within the organization.
Kamil Erkan Kabak (2019) In most situations managing the strategy execution
process include the best practices through increasing employee job satisfaction. The
purpose of this study is to measure the impact of TQM activities on the satisfaction

18
for small and middle sized milk industry (SMEs) in the service sector of Turkey with
an empirical analysis. Five TQM practices chosen to have a significant impact on job
satisfaction are employee training and education, employee relations and teamwork,
employee reward and recognition, quality culture and employee empowerment. The
variables are analyzed using the Exploratory Factory Analysis (EFA), descriptive
statistics analysis, correlation analysis and an independent sample t-test. Results show
that employee training and education, and employee relations and teamwork are the
most dominant factors on customer job satisfaction. However, there are some
considerable factors such as facilities security, rewards and there is little impact of
education and salary levels on customer satisfaction.
Kati Kõrbe Kaare (2019) In today's economic context the input via productivity of
highly skilled employees are crucial assets in milk manufacturing. The ageing of
skilled workforce and unconducive work environment are some of the challenges that
hold back competitiveness. Customer performance and productivity are influenced by
a number of factors including satisfaction, health, safety, comfort, welfare. This milk
emphasizes the human factor as a critical asset in the value chain and presents new
approaches for motivating and safeguarding the employees. The collected data
enables to design a human centric employee performance measurement system
comprising of various indices. As a result management can make decisions based on
quantitative information towards employee satisfaction, physical wellbeing and attract
workforce to stay longer in the labour market. ICT tools are exploited to support the
integration of different developments forming a framework that combines modules
that monitor several health and well-being parameters and analysing how they affect
customer performance.

19
 CHAPTER-III
PROFILE OF THE STUDY
HISTORY
Over seven decades ago the life of a farmer in Kaira was very much like that
of farmers anywhere else in India. His income was derived almost entirely from
seasonal crops. Many poor farmers faced starvation during off-seasons. Their income
from milch buffaloes was undependable. The milk marketing system was controlled
by contractors and middlemen. As milk is perishable, farmers were compelled to sell
their milk for whatever they were offered. Often they had to sell cream and ghee at a
throwaway price.
They were in general illiterate. But they could see that the system under which
contractors could buy their produce at a low price and arrange to sell it at huge profits
was just not fair. This became more noticeable when the Government of Bombay
started the Bombay Milk Scheme in 1945. Milk had to be transported 427 kilometers,
from Anand to Bombay. This could be done only if milk was pasteurized in Anand.
After preliminary trials, the Government of Bombay entered into an agreement
with Polsons Limited to supply milk from Anand to Bombay on a regular basis. The
arrangement was highly satisfactory to all concerned – except the farmers. The
Government found it profitable; Polsons kept a good margin. Milk contractors took
the biggest cut. No one had taken the trouble to fix the price of milk to be paid to the
producers. Thus under the Bombay Milk Scheme the farmers of Kaira District were
no better off ever before. They were still at the mercy of milk contractors. They had to
sell their milk at a price the contractors fixed. The discontent of the farmers grew.
They went in deputation to Sardar Patel, who had advocated farmers’ co-operatives as
early as 1942
Sardar Patel reiterated his advice that they should market their milk through a
co-operative society of their own. This co-operative should have its own
pasteurization plant. His advice was that the farmers should demand permission to set
up such a co-operative. If their demand was rejected, they should refuse to sell their
milk to middlemen.
The Government turned down the demand. The farmers called a ‘milk strike’.
It lasted 15 days. Not a drop of milk was sold to the milk merchants. No milk reached
Bombay from Anand, and the Bombay Milk Scheme almost collapsed.

20
 After 15 days the milk commissioner of Bombay, an Englishman, and his
deputy visited Anand, assessed the situation and accepted the farmers’ demand.
This marked the beginning of the Kaira District Co-operative Milk Producers’
Union Limited, Anand. It was formally registered on December 14, 1946. Its
objective was to provide proper marketing facilities for the milk producers of the
district. The Union began pasteurizing milk in June 1948, for the Bombay Milk
Scheme – just a handful of farmers in two village co-operative societies producing
about 250 liters a day.
An assured market proved a great incentive to the milk producers in the
district. By the end of 1948, 432 farmers had joined village societies, and the
quantity of milk handled by the Union had increased to 5000 liters a day. In the early
stages, rapid growth brought in its wake serious problems. Their solution provided
the stimulus for further growth. For example, as the co-operative movement spread
in the district, it was found that the Bombay Milk Scheme could not absorb the extra
milk collected by the Union in winter, when buffaloes yielded an average of 2.5
times their summer yield. Thus by 1953, the farmer-members had no regular market
for the extra milk produced in winter. They were again forced to sell a large surplus
at low rate to middlemen.
The only remedy was to set up a plant to process the extra milk into products
like butter and milk powder. The logic of this step was readily accepted by the
Government of Bombay and the Government of India, except for a few doubting
Thomases. The government of India helped the Union to get financial help from
UNICEF and assistance from the Government of New Zealand under the Colombo
Plan. Technical aid was provided by F.A.O. A Rs.50 – lakh factory to process milk
powder and butter was blueprinted. Its foundation stone was laid by the then
President of India the late Dr. Rajendra Prasad on November 15, 1954. The project
was completed by October 31, 1955, on which day the late Pandit Jawaharlal Nehru,
the then Prime Minister of India, declared it open. The new dairy provided a further
fillip to the co-operative movement among milk producers. The union was thus
enabled to organize more village co-operative societies and to handle more and more
milk each year. This event also brought a breakthrough in dairy technology as the
products were made processing buffalo milk for the first time in the world. Kaira
Union introduced the brand “Amul” for marketing its product range. The word
“Amul” is derived from Sanskrit word ‘Amulya’ which means ‘priceless’ or
21
precious’. In the subsequent years Amul made cheese and baby food on a large
commercial scale again processing buffalo milk creating a history in the world.

1964 was the turning point in the history of dairy development programme in
India. Late Shri Lal Bahadur Shastri, the then Prime Minister of India who visited
Anand on 31s October for inauguration of Amul’s Cattle Feed Plant, having spent a
night with farmers of Kaira and experiencing the success wished and expressed to Mr
Kurien, then the General Manager of Amul that replicating Amul model through out
our country will bring a great change in the socio-economic conditions of the people.
In order to bring this dream into reality, 1965 The National Dairy Development Board
(NDDB) was established at Anand and by 1969-70 NDDB came out with the dairy
development programme for India popularly known as “Operation Flood” or “White
Revolution”. The Operation Flood programme, even today, stands to be the largest
dairy development programme ever drawn in the world. This saw Amul as model and
this model is often referred in the history of White Revolution as “Anand Pattern”.
Replication of “Anand Pattern” has helped India to emerge as the largest milk
producing nation in the world.
PRODUCT OF THE PROFILE:
1. Amul Gold milk

Amul Milk is the most hygienic liquid milk available in the market.It is
pasteurised in state-of-the-art processing plants and pouch-packed to make it
conveniently available to consumers.
2. Amul Pouch Butter Milk

22
 It is produced in very hygienic and clean atmosphere.S cientific bacterial
culture in Amul Buttermilk improves digestion.
It is conventionally packed in pouches and easily available at Amul Milk
outlets spread all over major cities if India.
3. Amul Butter

Amul is synonymous with Butter in India. Serverl Generation of Indian

consumers have grown up with the taste of Amul Butter for six decades.
Utterly Butterly Delicious taste of Amul Butter is must on breakfast table of
almost every Indian Household. Utterly Cute Amul Buter Girl has been a part of
Indian consumers since 1950.Amul Butter topical is recognized as one of the longest
running advertisement campaign in the world.
4. Amul Maliai Panner

 Most convenient from of panner.Rich in Proteins. Pure and Hygienic

 Having high fat and low moisture compared to loose panner available in
market.
 Panner having smooth, uniform texture and softness.

5. Amul Ice cream

23
 Made in ISO&HACCP certified state of the art plants with stringent hygienic
standards to ensure food safety.
Made from Fresh Milk: No added vegetable oil, hence no frozen Dessert.
Stringent standards than specified by PFA & BIS for morefat and less overrun to give
creamier feeling.

6. Amul Cheese Spread

Easy to spread and use, healthiest form of spread. Good source and milk
proteins. Very easy to spread on all dishes. A low-fat, low-calorie, low-cholesterol of
Calcium product
7. Amul Milk powder

Sagar SMP is non-fat, protein rich milk powder.Most suitable for use by
people on low calorie and high protein diet.

24
 CHAPTER - IV
DATA ANALYSIS & INTERPRETATION
DATA ANALYSIS
The term Data analysis refers to the computation of certain measures along
with searching for patterns or relationship that exit among data groups. After
collection of data has to be processed and analysed in accordance with the outline laid
down for the purpose at the time.

INTERPRETATION
Interpretation refers to the task of drawing inferences from the collected facts
after an analytical and or experienced study in fact it is a search for broader meaning
or research findings the task or interpretation has two major aspects they are

Table No - 4.1
GENDER OF THE RESPONDENTS

Sl. No. Gender Respondents Percentage

1 Male 50 42%

2 Female 70 58%

Total 120 100%

Source: Primary Data

INTERPRETATION
The above table shows that the 42 percentage of respondents were male and
58 percentage of respondents were female.
The maximum percentage 58 of the respondents comes under female category.

25
 Chart No - 4.1
GENDER OF THE RESPONDENTS

26
 Table No - 4.2
AGE OF THE RESPONDENTS

Number of
Sl. No. Age Percentage
Respondents

1 Below 20 17 14%

2 21 to 30 25 21%

3 31 to 40 30 25%

4 Above 40 48 40%

Total 120 100%

Source: Primary Data

INTERPRETATION
The above table shows that the 14 percentage of respondents are age
below 20, 21 percentage of respondents are age in between 21 to 30, 25 percentage of
respondents are age between 31 to 40, 40 percentage of respondents are above 40
years of age.
The maximum percentage 40 of the respondents is in the age group of above
40.

27
 Chart No - 4.2
AGE OF THE RESPONDENTS

28
 Table No - 4.3
MARITAL STATUS OF THE RESPONDENTS

Number of
S .No. Marital Status Percentage
Respondents

1 Married 90 75%

2 Unmarried 30 25%

Total 120 100%

Source: Primary Data

INTERPRETATION
The above table shows that the 75 percentage of respondents are married and
25 percentage respondents are unmarried.
The maximum percentage 75 of the respondents was married.

29
 Chart No - 4.3
MARITAL STATUS OF THE RESPONDENTS

30
 Table No - 4.4
RESPONDENT’S EDUCATIONAL QUALIFICATION

Sl.
Educational Qualification Number of Respondents Percentage
No.

1 Illiterate 25 21%

2 School 50 42%

3 Graduate 15 12%

4 Others 30 25%

Total 120 100%

Source: Primary Data

INTERPRETATION
The above table shows that the 21 percentage of respondents are Illiterate, 42
percentage of respondents have school level educational qualification, 12 percentage
of respondents are graduate, and 25 percentage of the respondents have some other
educational qualifications.
The maximum percentage 42 of the respondents has school level educational
qualification only.

31
 Chart No - 4.4
RESPONDENT’S EDUCATIONAL QUALIFICATION

32
 Table No - 4. 5
RESPONDENT’S PRESENT OCCUPATION

Sl. No. Occupation Number of Respondents Percentage

1 Govt. Employee 17 14%

2 Private Employee 40 33%

3 Business 42 35%

4 Others 21 18%

Total 120 100%

Source: Primary Data

INTERPRETATION
The above table shows that the 14 percentage of respondents are Government
Employees, 33 percentage of respondents are private employee, 35 percentage of
respondent’s present occupation is Business, and remaining 18 percentage of
respondents are belonging to some other occupation.
The maximum 35 percentage of the respondents are comes under business in
occupation category.

33
 Chart No - 4.5
RESPONDENTS CURRENT OCCUPATION

34
 Table No - 4.6
FAMILY SIZE OF THE RESPONDENTS

Sl. Number of
Family Size Percentage
No. Respondents

1 Below 2 5 4%

2 3 to 4 57 48%

3 4 to 5 36 30%

4 Above 5 22 18%

Total 120 100%

Source: Primary Data

INTERPRETATION
The above table shows that the 4 percentage of respondents have below 2
family members, 48 percentage of respondents have 3 to 4 family members, 30
percentage of respondents have 4 to 5 family members, and remaining 18 percentage
of respondents have more than 5 family members.
The maximum percentage 48 of the respondents comes under 3 to 4 members
of family size category.

35
 Chart No - 4.6
RESPONDENT’S FAMILY SIZE

36
 Table No - 4.7
RESPONDENT’S MONTHLY INCOME

Sl. No. Income Number of Respondents Percentage

1 Below 10000 8 7%

2 10001 to 15000 12 10%

3 15001 to 20000 33 27%

4 Above 20000 67 56%

Total 120 100%

Source: Primary Data

INTERPRETATION
The above table shows that the 7 percentage of respondents have the monthly
income 10000, 10 percentage of respondent’s monthly income is 10001 to 150000, 27
percentage of respondents have their monthly income of 15001 to 20000, and
remaining 56 percentage of respondents have above 20000 of monthly income.

The maximum percentage 56 of the respondents comes under above 20000

monthly income categories.

37
 Chart No - 4.7
RESPONDENT’S MONTHLY INCOME

38
 Table No - 4.8
RESPONDENT’S QUANTITY OF MILK CONSUMPTION PER DAY

Sl. No. Quantity Number of Respondents Percentage

1 Below 1 Litre 55 46%

2 1 - 2 Litre 42 35%

3 2 - 3 Litre 15 12%

4 Above 3 Litre 8 7%

Total 120 100%

Source: Primary Data

INTERPRETATION

The above table shows that the 46 percentage of respondents consume below
one litter per day, 35 percentage of respondents buy 1 to 2 litres a day, and 12
percentage of respondents consume 2 to 3 litres daily and 7 percentage of respondents
need above 3 litres per day.
The maximum percentage 46 of the respondents comes under buying below
one litre of milk per day category.

39
 Chart No - 4.8
RESPONDENT’S QUANTITY OF MILK CONSUMPTION PER DAY

40
 Table No - 4.9
PERIOD OF PURCHASING THE AMUL BRANDED MILK
CONTINUOUSLY

Number of
Sl. No. Duration Percentage
Respondents

1 Less than 1 year 12 10

2 1-3 years 22 18

3 3-5 years 38 32

4 above 5 years 48 40

Total 120 100%

Source: Primary Data

INTERPRETATION
The above table shows that the 10 percentage of respondents regularly
purchase Amul milk below 1 year, 18 percentage of respondents purchase Amul milk
from 1 to 3 years, 32 percentage of respondents buy Amul milk products from 3 to 5
years, and remaining 40 percentage of respondents regularly purchase the Amul milk
product more than five years.
The maximum percentage 40 of the respondents comes under buying Amul
milk continuously more than five years of category.

41
 Chart No - 4.9
PERIOD OF PURCHASING THE AMUL BRANDED MILK
CONTINUOUSLY

42
 Table No - 4.10
PURCHASING SOURCES OF MILK

Number of
Sl. No. Source Percentage
Respondents

1 Agent 8 7%

2 Suppliers 27 22%

3 Private Shop 48 40%

4 Others 37 31%

Total 120 100%

Source: Primary Data

INTERPRETATION
The above table shows that the 7 percentage respondents purchase milk
from agents, 22 percentage of respondents purchase milk from suppliers, 40
percentage of respondents purchase the milk from private shop, and remaining 31
percentage of respondents purchase milk from suppliers and another.
The maximum percentage 40 of the respondents comes under buying Amul
milk from private shop category.

43
 Chart No - 4.10
PURCHASING SOURCES OF MILK

44
 Table No - 4.11
AVAILABILITY OF MILK STALLS FOR AMUL MILK PRODUCTS

Sl. No. Availability Number of Respondents Percentage

1 Yes 78 65%

2 No 42 35%

Total 120 100%

Source: Primary Data

INTERPRETATION
The above table shows that the 65 percentage of respondents agrees on stall
availability, 35 percentage of the respondents are not agrees on stall availability.
The maximum percentage 65 of the respondents comes under female category.

45
 Chart No - 4.11
STALL AVAILABILITY

46
 Table No - 4.12
TIMINGS OF AMUL MILK AVAILABILITY

Sl. No. Timings of Availability Number of Respondents Percentage

1 Throughout the day 57 48%

2 Morning Only 7 6%

3 Evening Only 11 9%

4 Morning & Evening 45 37%

Total 120 100%

Source: Primary Data

INTERPRETATION
The above table shows that the 48 percentage of respondents agrees that Amul
milk is available Throughout the day, 6 percentage of respondents are purchase milk
on morning only, 9 percentage of respondents sys that they can purchase milk on
evening only, 37 percentage of respondents says that the Amul milk is available on
morning and evening also.

The maximum percentage 48 of respondents agrees that Amul milk is

available Throughout the day.

47
 Chart No - 4.12
TIMINGS OF AMUL MILK AVAILABILITY

48
 Table No - 4.13
MOTIVATIONAL FACTORS TO PURCHASE AMUL MILK

Sl. No. Motivational Factors Number of Customers Percentage

1 Friends & Relatives 77 64%

2 Advertisement 43 36%

Total 120 100%

Source: Primary Data

INTERPRETATION
The above table shows that the 64 percentage of respondents are motivated by
Friends and Relatives to become a regular consumer of Amul milk and remaining 36
percentage of respondents are motivated by advertisements to purchase the Amul
milk.
The maximum percentage 64 of the respondents is motivated by their friends
and relatives to purchase Amul milk.

49
 Chart No - 4.13
MOTIVATIONAL FACTORS TO PURCHASE AMUL MILK

50
 Table No - 4.14
PURPOSE OF PURCHASING AMUL MILK

Sl. No. Purpose Number of Respondents Percentage

1 Low cholesterol 78 65%

2 Beverages 28 23%

3 Curd and butter milk 8 7%

4 Others purpose 6 5%

Total 120 100%

Source: Primary Data

INTERPRETATION
The above table shows that the 65 percentage of respondents are purchase
milk to prepare Low cholesterol, 23 percentage of respondents are purchase milk to
prepare Beverages, 7 percentage respondents are purchase milk to Curd and butter
milk and 5 percentage of respondents are purchase milk for other purposes.
The maximum percentage 65 of the respondents is purchase milk to prepare
Low cholesterol.

51
 Chart No - 4.14
PURPOSE OF PURCHASING AMUL MILK

52
 Table No - 4.15
REASONS FOR BUYING AMUL MILK REGULARLY

Sl. No. Reasons Number of Respondents Percentage

1 Hygienic 14 12%

2 Correct Quantity 29 24%

3 Quality 28 23%

4 Price 17 14%

5 Easy Availability 32 27%

Total 120 100%

Source: Primary Data

INTERPRETATION
The above table shows that the 12 percentage of respondents are respond that
the reason for regular purchase of Amul milk is its hygienic, 24 percentage of the
respondents are purchase correct quantity, 23 percentage of respondents says the
reason for regularly purchase Amul milk is its quality, 14 percentage of respondents
are purchase Amul milk regularly due to its reasonable price, and remaining 27
percentage of respondents says that they are regularly purchase Amul milk due to its
availability.
The maximum percentage 27 of respondents says that they are regularly
purchase Amul milk due to its availability

53
 Chart No - 4.15
REASONS FOR BUYING AMUL MILK REGULARLY

54
 Table No - 4.16
QUALITY OF AMUL MILK

Sl. No. Quality Number of Respondents Percentage

1 Very Good 51 42%

2 Good 42 35%

3 Poor 12 10%

4 None 15 13%

Total 120 100%

Source: Primary Data

INTERPRETATION
The above table shows that the 42 percentage of respondents agrees that the
quality of Amul milk is very good, 35 percentage of respondents are says that the
quality of milk is good, 10 percentage of respondents are says that the quality of milk
is poor and other 13 percentage of respondents are responds to none.
The maximum percentage 42 of the respondents comes under quality of milk
is very good category.

55
 Chart No - 4.16
QUALITY OF AMUL MILK

56
 Table No - 4.17
PRICE OF THE AMUL MILK

Sl. No. Price Number of Respondents Percentage

1 Very High 12 10%

2 High 42 35%

3 Reasonable 57 47%

4 Low 9 8%

Total 120 100%

Source: Primary Data

INTERPRETATION
The above table shows that the 10 percentage of respondents are says that the
price of the Amul milk is very high, 35 percentage of respondents are says that the
price is High, 47 percentage of respondents agrees that the price of Amul milk is
reasonable, and remaining 8 percentage of respondents are says that the price is low.
The maximum percentage 47 of the respondents comes under the price of milk
is reasonable category.

57
 Chart No - 4.17
PRICE OF THE AMUL MILK

58
 Table No - 4.18
AMUL MILK PRODUCTS PREFERENCE

Sl. No. Products Number of Respondents Percentage

1 Milk 80 67%

2 Ghee 12 10%

3 Curd 23 19%

4 Butter 5 4%

Total 120 100%

Source: Primary Data

INTERPRETATION
The above table shows that the 67 percentage of respondents are purchase
milk, 10 percentage of respondents is purchase ghee, 19 percentage of respondents
purchase curd and remaining 4 percentage of respondents are purchase butter.
The maximum percentage 67 of the respondents comes under buying milk
category.

59
 Chart No - 4.18
AMUL MILK PRODUCTS PREFERENCE

60
 Table No - 4.19
PRESERVABLE TIME OF MILK

Sl. No. Preservable Time Number of Respondents Percentage

1 3 Hours 7 6%

2 5 Hours 12 10%

3 7 Hours 48 40%

4 Above 7 Hours 53 44%

Total 120 100%

Source: Primary Data

INTERPRETATION
The above table shows that the 6 percentage of respondents says that the milk
can be preservable upto 3 hours only, 10 percentage of respondents says that the
preservable time is about 5 hour, 40 percentage of respondents are says that the
preservable time milk is about 7 hours, and remaing the 44 percentage of respondents
agrees that the preservable time of milk is above 7 hours.
The maximum percentage 44 of the respondents comes under above seven
hours of preservable time category.

61
 Chart No - 4.19
PRESERVABLE TIME OF MILK

62
 Table No - 4.20
RECOMMEND AMUL BRAND TO OTHER PEOPLE

Sl. No. RECOMMEND Number of Respondents Percentage

1 Yes 103 86%

2 No 17 14%

Total 120 100%

Source: Primary Data

INTERPRETATION
The above table shows that the 86 percentage of respondents are recommend
to others, and remaining 14 percentage of respondents are does not recommend to
others

The maximum percentage 86 of respondents are recommend to others

63
 Chart No - 4.20
RECOMMEND AMUL BRAND TO OTHER PEOPLE

64
 Table No 4.21
DISTRIBUTION OF THE AMUL MILK

Sl. No. DISTRIBUTION Number of Respondents Percentage

1 Door delivery 34 28%

2 Milk booth 49 41%

3 Retail shop 37 31%

Total 120 100%

Source: Primary Data

INTERPRETATION
The above table shows that the 28 percentage of respondents are distribution of
the Door delivery, 41 percentage of respondents are distribution of the Milk booth,
and remaining 31 percentage of the respondents are distribution of the retail shop.

The maximum percentage 41 of the respondents comes under above seven

hours of preservable time category.

65
 Chart No 4.21
DISTRIBUTION OF THE AMUL MILK

66
 Table No 4.22
BRAND USING IN AMUL MILK

Sl. No. BRAND Number of Respondents Percentage

1 Pasteurized Toned 29 24%

2 Standardized 34 28%

3 Full Cream 38 32%

4 Double Toned 19 16%

Total 120 100%

Source: Primary Data

INTERPRETATION
The above table shows that the 24 percentage of respondents are using
pasteurized tonne brand, 28 percentage of the respondents are using standardized
brand, 32 percentage of the respondents are using Full cream, and remaining 16
percentage of the respondents are using double toned brand.
The maximum percentage 32 of the respondents are using Full cream.

67
 Chart No 4.22
BRAND USING IN AMUL MILK

68
 Table No 4.23
ARE YOU SATISFIED WITH THE PURCHASEING

Highly Satisfied Satisfied Dissatisfied

Purchase

Res % Res % Res %

Quality 55 46 46 38 19 16
Availabilit
y 61 51 52 43 7 6

Durability 58 48 37 31 25 21

Quantity 64 53 42 35 14 12

Price 59 49 38 32 23 19

Healthy 52 43 54 45 14 12

Source: Primary Data

INTERPRETATION
The above table shows that the 46 percentage of respondents are highly
satisfied with quality of purchase, 51 percentage of the respondents are highly
satisfied with availability of purchase, 48 percentage of the respondents are highly
satisfied with durability, 53 percentage of the respondents are highly satisfied with
quantity of purchase, 49 percentage of the respondents are highly satisfied with price
of purchase, and remaining 43 percentage of the respondents are highly satisfied with
healthy purchase

The Majority 53 percentage of the respondents are highly satisfied with quantity of
purchase.

69
 Chart No 4.23
ARE YOU SATISFIED WITH THE PURCHASEING

70
 Table No 4.24
CHI-SQUARE INCOME WISE

The table depicts the analysis of the relationship between the Age and monthly
income.

AGE/
Below 20 Between Between More than
MONTHLY Total
years 20-30 years 30-40 years 40 years
INCOME

Up to
1 2 2 3 8
Rs.10,000

Rs. 10,001 –
2 2 3 5 12
15,000

Rs.15,001-
5 7 8 13 33
20,000

Above Rs.
9 14 17 27 67
20,000

Total 17 25 30 48 120

(Source: Primary Data)

NULL HYPOTHESIS
HO: There is no significance relationship between the Age and monthly
income.

ALTERNATIVE HYPOTHESIS
H1: There is a significance relationship between the Age and monthly income.

Observed Expected
Particular (O-E)2 (O-E)2/ E
Frequency Frequency

71
 R1C1 1 1.3 0.09 0.06

R1C2 2 1.6 0.16 0.1

R1C3 2 2 0 0

R1C4 3 3.2 0.04 0.12

R2C1 2 1.7 0.09 0.05

R2C2 2 2.5 0.25 0.1

R2C3 3 3 0 0

R2C4 5 4.7 0.09 0.01

R3C1 5 4.6 0.16 0.03

R3C2 7 6.8 0.09 0.013

R3C3 8 8.3 0.09 0.010

R3C4 13 13.5 0.25 0.018

R4C1 9 9.4 0.16 0.017

R4C2 14 13.6 0.16 0.011

R4C3 17 16.5 0.25 0.015

R4C4 27 27 0 0
Calculated value
0.554
Degree of freedom : (r-1) (c-1)
(4-1) (4-1)
9
Level of Significance : 5%
Table No value : 16.919
Calculated value : 0.554
RESULT
Since the calculated value is less than the table value. So we accept the null
hypothesis.
There is no relationship between the Age and monthly income.
Table No: 4.25

72
 CORRELATION
The table shows the relationship between occupation of the respondents and
Period of Purchasing the Amul Branded Milk Continuously

X Y X2 Y2 XY

17 289 144 204

12

40 1600 484 880

22

42 1764 1444 1596

38

21 441 2304 1008

48

 x2=4094  y2=4376  xy=3688

r= XY

(X2) (Y2)

r= 3688

(4094)(4376)

= 3688

4232.6
= 0.87

This is positive correlation. There is relationship between occupation of the

respondents and Period of Purchasing the Amul Branded Milk Continuously

CHAPTER - V

73
 FINDINGS, SUGGESTIONS AND CONCLUSION
5.1 FINDINGS
 The maximum percentage 58 of the respondents comes under female category
 The maximum percentage 40 of the respondents is in the age group of above
40.
 The maximum percentage 75 of the respondents was married.
 The maximum percentage 42 of the respondents has school level educational
qualification only.
 The maximum 35 percentage of the respondents are comes under business in
occupation category.
 The maximum percentage 48 of the respondents comes under 3 to 4 members
of family size category
 The maximum percentage 56 of the respondents comes under above 20000
monthly income categories.
 The maximum percentage 46 of the respondents comes under buying below
one litre of milk per day category.
 The maximum percentage 40 of the respondents comes under buying Amul
milk continuously more than five years of category.
 The maximum percentage 40 of the respondents comes under buying Amul
milk from private shop category.
 The maximum percentage 65 of the respondents comes under female category.
 The maximum percentage 48 of respondents agrees that Amul milk is
available Throughout the day.
 The maximum percentage 64 of the respondents is motivated by their friends
and relatives to purchase Amul milk.
 The maximum percentage 65 of the respondents is purchase milk to prepare
Low cholesterol.
 The maximum percentage 27 of respondents says that they are regularly
purchase Amul milk due to its availability
 The maximum percentage 42 of the respondents comes under quality of milk
is very good category.
 The maximum percentage 47 of the respondents comes under the price of milk
is reasonable category.
 The maximum percentage 67 of the respondents comes under buying milk
category.
 The maximum percentage 44 of the respondents comes under above seven
hours of preservable time category.
 The maximum percentage 86 of respondents are recommend to others
 The maximum percentage 41 of the respondents comes under above seven
hours of preservable time category.
 The maximum percentage 32 of the respondents are using Full cream.
 The Majority 53 percentage of the respondents are highly satisfied with
quantity of purchase.

5.2 SUGGESTIONS

74
 1. The availability is to be increased.
2. Most of the customers are expects the entire day availability of milk
3. Advertisements are very essential to increase number of customers
4. Most of the customers buy milk from private shop, so availability of milk on
private shops are also to be increased.
5. Brand involvement should be improved in the mind of customers.
6. Customers can be motivated to buy the product by giving Value Added
Services.
7. Most of the customers buy only milk so motivating the customers to buy other
dairy products is very essential.
8. Majority of the customer are satisfied on the quality Amul milk, it is very
essential to maintain their brand loyalty in the market.

5.3 CONCLUSION
75
 Amul milk has a good reputation among the customers. From this survey we
can conclude that the consumer has overall satisfaction on Amul milk products.
Advertisement, Quality and Availability are the factors that cause the consumer to
buy the Amul milk products, so more attention are required on advertisement,
improving quality and increasing the availability are need to maintain their market
position and their brand loyalty with more number of customers.

BIBLIOGRAPHY
76
 1. Philip Kotler, “Marketing Management”, New Delhi, Printice Hall of India
(p)Ltd, 8th Edition 1994.
2. Sherlekar S.A. “Marketing Management”, Bombay, Himalaya Publishing
House, 4th Edition 1991.
3. Dr. Sharma D.D. “Marketing Research”, New Delhi, sultanchand and Sons
1st Edition 1998.
4. Dr. Nair Rajan and Nair Sanjith. R. “Marketing”, newdelhi, sultan chand
and Sons, 8th Edition. 1993.
5. Kothari C.R. “Research Methodology”, New Delhi, Wishwa prakasan.

WEBSITES
www.google.com
www.Amulmilk.in
www.indianmilksociety.in

APPENDIX
77
 A STUDY ON CUSTOMER SATISFACTION TOWARDS AMUL MILK
WITH SPECIAL REFERENCT OT SALEM TOWN
1) Name : ________________________________________________________
2) Gender
a) Male [ ] b) Female [ ]
3) Age.
a) Below 20 years [ ] b) Between 20- 30 years [ ]
c) Between 30-40 years [ ] d) More than 40 years [ ]
4) Marital status
a) Married [ ] b) Unmarried [ ]
5) Educational qualification
a) Illiterate [ ] b) School level [ ]
c) Graduate [ ] d) Others [ ]
6) Occupation
a) Govt. employee [ ] b) Private employee [ ]
c) Business man [ ] d) Others [ ]
7) Number of family members?
a) Below 2 [ ] b) 3-4 [ ]
c) 4-5 [ ] d) above 5 [ ]
8) Monthly income
a) Up to Rs.10,000 [ ] (b) Rs.10,001 - 15,000 [ ]
c) Rs. 15,001 – 20,000 [ ] (d) Above Rs.20,000 [ ]
9) Specify the consumption of milk per day
a) Below 1 litre [ ] b) 1-2 litre [ ]
c) 2-3 litre [ ] d) Above 3 litre [ ]
10) How long are you consuming this product?
a) Less than 1 year [ ] b) 1-3 years [ ]
c) 3-5 years [ ] d) More than 5 years [ ]
11) From whom you are purchasing the Amul milk
a) Agent [ ] b) Suppliers [ ]
c) Private shop [ ] d) Others [ ]
12) Is there Amul stall available nearby your home?
a) Yes [ ] b) No [ ]
13) What do you feel about the availability of Amul milk?
a) Throughout the day [ ] b) Morning only [ ]
c) Evening only [ ] d) Morning and evening [ ]
14 Which Factor motivates you to buy Amul milk initially?
a) Friends &Relatives [ ] b) Advertisement [ ]
15) For what purpose you are using Amul milk.
a) Low cholesterol [ ] b) Beverages [ ]
c) Curd and butter milk [ ] d) Others purpose [ ]
16) The reasons for buying Amul milk.
a) Hygienic [ ] b) Correct Quantity [ ]

78
 c) Quality [ ] d) Price [ ]
e) Easily available [ ]
17) How do you feel about the quality of milk?
a) Very good [ ] b) Good [ ]
c) Poor [ ] d) None [ ]
18) How do you feel about the price of milk?
a) Very high [ ] b) High [ ]
c) Reasonable [ ] d) Low [ ]
19) What kind of Amul products do you prefer to buy?
a) Milk [ ] b) Sweets [ ]
c) Curd [ ] d) Butter [ ]
20) Specify the perceivable time of Amul milk.
a) 3 hours [ ] b) 5 hours [ ]
c) 7 hours [ ] d) Above 7 hours [ ]
21) Do you recommend Amul brand to other people?
a) Yes [ ] b) No [ ]
22) Distribution of the Amul milk
a) Door delivery [ ] b) Milk booth [ ]
c) Retail shop [ ]
23) Which brand using in Amul milk?
a) Pasteurized Toned [ ] b) Standardized [ ]
c) Full Cream [ ] d)Double Toned [ ]
24) Are you satisfied with the following?
Purchase Highly Satisfied Satisfied Dissatisfied
Quality
Availability
Durability
Quantity
Price
Healthy

25) If any Suggestion : __________________________________________________

79
80