A study on customer satisfaction towards Sudha product in Barauni, Begusarai (Bihar) FOR THE PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE AWARD OF MASTER IN BUSINESS ADMINISTRATION

NETAJI SUBHAS INSTITUTE OF BUSINESS MANAGEMENT POKHARI, JAMSHEDPUR APPROVED BY AICTE, MINISTRY OF HRD, GOVT. OF INDIA AFFILIATED TO KOLHAN UNIVERSITY, CHAIBASA

SUMMER TRAINING PROJECT REPORT ON

A study on customer satisfaction towards

Sudha product in Barauni, Begusarai (Bihar)

FOR THE PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE AWARD OF MASTER IN BUSINESS ADMINISTRATION

UNDER THE GUIDANCE OF: UNDER THE SUPERVISION OF: Prof. S.M.MAITRA (NSIBM) mr.vijay kumar agrawal

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(sr.assistant of marketing) SUBMITTED BY Md. Sabban Shabbir UNIVERSITY ROLL NO: 12MBA210046058 UNIVERSITY REGISTRATION: MBA55081/2012 MBA 2012-2014

CONTENT

Declaration from the student

Certificate from Company

Certificate from Guide

Acknowledgement

Chapter Scheme

List of Abbreviations, if any

Executive Summary

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Declaration

I Md. Sabban Shabbir do hereby declare that the “A study on customer satisfaction towards Sudha product” in Barauni, Begusarai (Bihar) has been accomplished by me under the eminent guidance of prof. S.m maitra Faculty, kolhanUniversity.

I submit this report in partial fulfillment of the requirements for the awarding of Master of Business

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Administration degree of NSIBM Jamshedpur. during the academic year 2012-2014, and not for the award of any degree of another University or Institute.

Place:jamshedpur

Md. Sabban Shabbir

Date:-

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Certificate from the Guide

This is to certify that the project report titled is A study oncustomer satisfaction towards Sudha product in Barauni, Begusarai (Bihar) based on the original project done by Md.Sabban Shabbir student of Netaji Subhas Institute of Business Management, Jamshedpur as a part of summer internshipprogramme under my guidance. This finds less scope for duplication and was not submitted for the award of any degree or diploma from any other university or institution from any other university or institution.

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Date: - SOUMYA MOY MAITRA

Place: Jamshedpur (Asst. Professor (Mkt) N.S.I.B.M.)

Acknowledgement

Through this acknowledgement, I express my sincere gratitudetowards all those people who have helped me in thepreparation of this project, which has been learning experience.

I appreciate the co-operation by the management and staff of “sudhadairy” for giving me the opportunity to get trained in their office.

I would like to thank the Faculty Guide: - Mr. Soumya Moy Maitra andthe other Faculty members, the Librarian and the administrative staffof NSIBM,JAMSHEDPUR, for their support.

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Finally, I express my sincere thanks to Mr.VIJAY KUMAR AGARWAL ranwho guided me through out the project and gave me Valuablesuggestion and encouragement.

Last but not the least I would like to thank the almighty God who gaveme immense power to complete this Project.

Md. Sabban Shabbir

Date:Place: Jamshedpur Chapter Scheme Page No

CHAPTER 019-23 Introduction O Company Profile &product profile O Objectives of the study

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CHAPTER 02 24-28 Research Methodology

CHAPTER 03 29-47 Data Analyses & Interpretation

CHAPTER 04 48-50 Findings

CHAPTER 05 51-52 Limitations of the study

CHAPTER 06 53-54 Conclusion

CHAPTER 07 55-56 Suggestions/Recommendations

CHAPTER 08 57-58 Bibliography

CHAPTER 09 59-63Annexure

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Executive Summary

This is a pure applied partof my two month, summer training. It has beenpurely a practical exposure to real business ingeneral and of marketing in particular. Throughthe entire tenure of summer training havelearned the practical implication of business. Imust say that after completing one year of mystudies was quite familiar with the businessenvironment, but through this practical exposurethat is summer training in Sudha which enable meto get an in depth sight of the reality show ofthe business. Here in the COMFED. I came to knowthe real technique of marketing and what is thereal picture of marketing in the corporateworld. Firstly, I had to do a hardcore marketing of Product of Sudha with regardto Ganga dairy product (AMRIT) and Mother dairyand others. Further I had to choose a

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methodology which is best suitable for Sudha’smarket in Kosi region. In this hard core sellingwe have to impress the distributors andretailers to purchase the deep freezer availablewith schemes just to increase the market shareof the product of Sudha. Through which I couldachieve the market share which was approved bymy guide K.K.SHARMA.

Though Sudha is the choice of consumers but retailers are not satisfied with the company as

They don’t provide any attractiveschemes and replacement policy and if they provide any such

Type of scheme it had many demerits like in our scheme installment facilitywas not provided. Sudha has a good reputation in

the market. On the basis of the observation and

conclusion during the visits to retailers and

distributors in Saharsa, madhepura the

suggestion and recommendation are forwarded to

the company. While making the report almost care

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is taken though make no mistake but error is

human and to forgive is gaudiness.

CHAPTER - 1

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INTRODUCTION

India with a population of more than 120 crore is potentially one of thelargest consumer markets in the world. With urbanization and development of economy tastes and interests of the people changes according to the advance nation.

Milk is typical consumer products purchased by individuals for many purposes. Milk is the nutrient-richliquid secreted by the mammary glands of

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female mammals. It provides the primary source of nutrition for newborns before they are able to digest other types of food. The early lactation milk is known as colostrum, and carries the mother's antibodies to the baby. It can reduce the risk of many diseases in the baby.

Customer satisfaction is the customer`s fulfillment of the product quality and product cost and its usage and to identify the customer satisfaction level towards sudha product.

This study helps to know the level of customer satisfaction and company also know the customer`s expectations and to know how the customers come to know about the product, product image, product awareness and product price.

This study also helps to analyze the preference of people about

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the product and perception of people towards the sudha product.

COMPANY PROFILE Deshratna Dr. Rajendra Prasad Dugdh Utpadak Sahkari Sangh Limited (DRMU), Barauni is the largest milk union in the eastern part of India-an industrially deprived region. 6th may 1992 was the day when Barauni dairy was handed over by Compfed to the management of milk union. The co-operative dairying, in theregion encompassing begusarai, Khagaria, Lakhisarai and part of Patna district, was inthe doldrums.

Barauni Dairy is an ISO 900 – 2000 Co–operative dairy. It is situatedin Barauni, Begusarai. Earlier, the milk procurement was 30 TLPD. But, now there are more than 1, 37,300 farmers who are members of 1768 village dairy co-operative society and the production has gone up to more than 6.0 million tons in the last one decade and so. The largest dairy plant in the eastern

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part of the country with handling capacity of5.0 lacks liters per day along with a powder plant of capacity 13.0 MT.it has opened horizon to build sustainable markets including ruler market, up-country market, and satellite market – in more than a dozen of district towns in the state including citycapital Patna.

DRMU has been identified by NDDB as one of the largest milk union in eastern India where clean milk production scheme has been launched. Now, villages co-operatives in a village are a clean well fit and orderly placed. It has been created modern value-added processing and production facilities.it has a range of delicious Indiansweets under the brand name “SUDHA” in its fold. Viz. Rasogulla, Gulabjamun, Peda, Kalakand, milk cake, panner. Sudha has been the synonymous of quality in the area of milkand milk products and has become household name in the eastern part of the country.

The union has been adjusted as the best performing milk union for the year 2010-11 byCOMPFED. Further, for the year 2011-12 the

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union was also awarded as best union for effectively implementing of different govt. scheme. Cost reduction and technology management, modernization of process and plant technology, high-tech information management and high profile humane resource management, all are measure under way to update the technology available to rural producers/our employees/our customers/suppliers/dealer/retailers/all one associates direct or indirect and so further improve their socio-economic health.

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Area of Operation:-

Milk Unions/Projects/Units

Districts

Vaishal Patliputra MilkUnion(VPMU), Patna

Patna, Vaishali, Nalanda, Saranand Sheikhpura 

DR Milk Union(DRMU), Barauni

Begusarai, Khagaria, Lakhisaraiand part of Patna Districts

Tirhut Milk Union(TIMUL), Muzaffarpur

Muzaffarpur, Sitamarhi, Sheohar, East Champaran, West Champran, Siwan and Gopalganj

Mithila Milk Union(MMU), Samastipur

Samastipur, Darbhanga and Madhubani

Shahabad Milk Union(SMU), Ara

Bhojpur, Buxar, Kaimur andRohtas

Vikramshila Milk Union(VIMUL), Bhagulpur

Bhagalpur , Munger, Banka, Jamui and part of Khagaria Districts

Magadh Dairy Project(MDP), Gaya

Gaya, Aurangabad, Jehanabad, Arwal and Nawada 

Kosi Dairy Project(KDP), Purnia

Purnia, Katihar, Araria, Kishanganj, Saharsa, Supaul andMadhepura 

Jamshedpur Dairy Saraikela Kharsawan, East Singhbum and West Singhbum

Ranchi Dairy Ranchi, Ramgarh, Hazaribagh,

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Simdega, Gumla, Khunti, Chatra,Palamu, Koderma, Lohardaga, Latehar and part of Giridih District

Bokaro Dairy Bokaro, Dhanbad and Giridih

Physical Performances:- To seven yearsago have changed the trend of growth in all quarters of cooperative dairying in Bihar. Inthe earlier years, the emphasis was on the horizontal of dairy cooperative network. Now the strengthening

Because of initial teething troubles and the setback caused by the natural vagaries, the progress was impeded. Regaining of confidence of the milk producersin the cooperative dairying system shattered due to poor management by erstwhile Bihar State Cooperation earlier was also of one of the major reasons for sluggish growth. Lack of functional infrastructure in the sphere ofanimal husbandry, especially in breed improvement, artificial insemination (AI) and

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animal health cover also contributed to the torpid progress.

Policy decisions taken six /consolidation of the dairy cooperatives is being done to make them viable and gradual expansion of area is also being done. Achievements under diff

Marketing

A. Liquid Milk Marketing

In the initial years, the emphasis of Compfed was on organizing DCS and educating farmers. In the initial years the milksale moved at snail's speed from Later,

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marketing was given a boost by considering it a thrust area. The daily average milk marketing has now reached a level of about 97504.60 av/dayduring 2012-13.

Area wise milk marketing:Marketing area

2009-10

2010-11

2011-12

2012-13

Barauni/begusarai

4164.20

3894.53

5096.18

5511.07

Barh/mokama 1452.55

1568.68

2005.34

2440.95

Lakhisarai 711.61 672.21 892.08 1256.51

Manjhaul 547.73 615.44 790.01 638.58Staff sale 50.26 41.13 40.36 49.72Society & others

208.88 146.93 76.30 70.17

Saharsa 8860.72

7966.82

7927.55

10269.23

Supaul 8293.34

7834.12

8970.33

9001.92

Madhepura 3431.81

2613.53

2142.11

3015.35

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Khagaria 556.54 453.95 801.08 959.59Simrahi 0.00 0.00 0.00 4111.2

3Navhatta 0.00 0.00 0.00 661.79Patna 27516.

4329619.32

38033.70

43921.69

P.D.P 14576.20

10545.01

66775.03

15231.11

Bhagalpur 0.00 0.00 0.00 365.68

In order to boost the sale of liquid milk, the diaries adopted the following strategies:-

Reaching close to the consumers by expanding the retail network and establishing new whole day milk booths. Strengthening of door-delivery system.

Strengthening of marketing teams byinducting professionals and bettersupervision.

Service to retailers and redressed ofconsumer complaints.

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Liberalizing the terms for appointment of retailer’s viz. reduction in the security deposits, facility for cash collection, increased commission, etc.

Creating consumer awareness andeducation.

B. Milk Products Marketing With a view to improve the financial viability of dairies, broaden the product mix to serve a larger section of the population and improve the disposal of milk procured by the DCS, the dairies have resorted to the production of long shelf –life, value added and fresh milk products (indigenous milk based products / sweets). The product mix comprises of Ghee, Table Butter, Ice Cream, Dahi(Mishti and plain) Lassi Peda, Kalakand, Gulabjamun, Rasogulla, Paneer (vacuum-packed), Milk Cake and Khoa. Besides these products, surplus milk is conserved in the form of white butter, skim milk powder (SMP) and whole milk powder (WMP), which are mainly consumed by own dairies.

Dairies are in the process of mechanizing the production processes for having better hygiene, improved shelf life commercial production. All the products are sold

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under ‘SUDHA’ brand name. Quantities of different products market table below:

Year wise milk products marketing

Name ofproduct

2009-10

2010-11

2011-12

2012-13

Peda 25.13 31.03 38.20 40.82Kalakand

11.49 13.96 15.91 15.50

Milk cake

2.25 3.32 3.55 2.12

Khoa mithai

0.46 0.04 0.32 0.09

Khoa 1.98 3.70 6.24 6.71Paneer 32.17 45.12 61.37 54.40Lassi 300.48 366.69 265.66 385.06S.special

199.59 418.38 413.89 410.14

M.dahi 34.33 52.46 70.53 99.60Plain dahi

27.91 28.95 35.73 57.46

Rassogu 34.68 51.04 65.55 71.70

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llaGulab jamun

37.35 53.42 62.91 70.06

Gift pack

0.13 0.18 0.27 0.33

Ghee 35.38 44.51 40.53 51.79

MILK MARKETING OF BARAUNI MILK UNION:-

Milk and milk productsmarketing in Barauni milk union are done throughproper supply chain management. Here onedistributor is appointed at each district/blocklevel. Under this distributor several retailerworks .so products to the consumer is reachedthrough retailer/ samiti only. No direct sale ofmilk and milk product is being made. In Baraunimilk union totally there are 12 distributors and

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about 1034 retail outlets. Totally they coverthe population of 7, 49,870 consumers. Here percapita consumption is about 200ml per consumer.From the data it becomes clear that about 1549consumers are covered through single outlet.

From the factory milk reaches to the distributorand from here it reaches to retailer and finallyto consumer.

FACTORY

DISTRIBUTOR DISTRIBUTOR

RETAILER RETAILER

CONSUMER

PRODUCT PROFILE:-

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Barauni dairy supply two types of products- Liquid Milk Milk product i.e. product from milk.

LIQUID MILK

Presently dairy markets two types of milk namely toned milk (TM) and standard milk (SM) isalso known as full cream milk. Besides two typesof milk dairy also produces other kinds of milk time to time as per demand. Milk is categorized on the basis of the percentage of fact and solidNot Fat (SNF) present in the milk. The percentage of these combinations that are Fat and SNF includes water (87%) protein (3.5-5%) lactose (4.6-5%) mineral (0.7-8.8%), carbohydrate (4-5%) etc. Liquid Milk is sold at a brand name of “SUDHA”, thus standard milk is as follows:

SerialNo.

Milk Milk Type Fat SNF

1. Sudha Gold

Full CreamMilk

6.0% 9.0%

2. Sudha Gold

Sudha Shakti

4.5% 8.5%

3. Sudha Cow Milk 3.5% 8.5%

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Gold4. Sudha

HealthyToned Milk 3.0% 8.5%

5. Sudha Smart

Double Toned Milk

1.5% 9.0%

2. MILK PRODUCTS

Following are the various types of milk products produced by thedairy.

Ghee Peda Kalakand Rasogulla Gulab Jamun Dahi ( Plain & Misti ) Lassi Sudha special Milk cake Khoa Paneer Milk Powder

Deshratna Dr. Rajendra Prasad Dugdh UtpadakSahkari Sangh limited (DRMU), Barauni

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Objectives:-Primary objective:-

A study on customer satisfaction towards sudha liquid milk in Kosi region (Saharsa, madhepura).

Secondary objective:- To know the customer opinion about the sudha milk.

To identify the DAIRY or MILK company giving better service among customer.

the area To identify the best types of SUDHA milk.

To find in which SUDHA. Has toimprove their services.

To know the packaging of sudhamilk.

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To know the availabilityof the milk at right time.

To know the quality and price of sudha milk.

To know the taste of sudha milk from the customer.

At a glance

Name of chairman :- sri madhu Shankar jha Name of managing director:- dr. shashi bhushan sinha

Quality system certification:- QSC/L010529, 21st August 2002

Area of operation:-begusarai, Khagaria, Lakhisarai & part of Patna.

Capacity:- processing - 250.00 TLPD Storage: - 600.00 TLPD

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MCC Khagaria – 100.00 TLPD MCC Lakhisarai – 20.0 TLPD

Share capital :- authorized - 500.00 lakh Paid –up -374.97 lakh

Affiliated DCS:- 684 Source of milk: - DCS comprising of 25 milk routes.

Milk disposal: - bulk milk sale (S/T) –Jharkhand dairies; Himul dairy darjiling; Sikkim dairy, retail milk marketing Patna,begusarai, supoul, madhepura, Khagaria, & Saharsa.

Mode of disposal : - rail & road milk tankers.

Village level: - co-operative society District level: - union State level: - federation No of distributor: - 12 No of retailor: - 1034 Total processing capacity: - 4, 05,000/day

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Value of Compfed:-

Customer oriented Integrity Co-operation Excellence Leadership Quality Innovation Growth oriented new product Pride in organization Employee satisfaction

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CHAPTER - 2

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REASERCH METHODOLOGY

This chapter describes the researchmethodology which is applied during thiswhole project work. Here we describe what webelieve and apply method for collecting dataand analyzing for this project.

We will examine the following concepts:Sources of dataMethods of data collection

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Instrument usedTechniques of analyses

Our priority is to find out the perception ofsudh dairy in the minds of any pepole ofsharsha.

So, to fulfill the objectives of thisproject, Descriptive research is mostsuitable because into the descriptiveresearch, it is easy to describe things, suchas the market potential for product/servicesor the demographics and attitudes ofconsumers who buy the product/services.

2.1 Source of data

Here in this project taking Primary sourcesof data

Primary Data: Collecting by through

(a) Questionnaires

Applicability of Primary Data is analysis ofperception in the minds of customer aboutsudha dairy with respect to other dairy inthe any pepole of sharsha.

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2.2 SAMPLE SIZE

Note: Sample Size for the project is asfollows:-

Population Size: 10 shope 180 pepole.Sample Size: In order to calculate samplesize I used the formula:- (ZS/E)2

For 95% confidence values are:

Z= 1.96S=1/6*populationE=0.5So calculating we get,

Sample size=116.But due to convenience, I have taken 100 assample size..2.2 Sampling TechniqueConvenience sampling has been used in orderto draw the sample from that part ofpopulation which is close to hand. The reasonbehind convenience sampling is that it isreadily available and convenient forselecting the sample population.

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2.3 Data Collection

The research consists of the application ofboth primary and secondary data

a) Primary Data: The Primary data wascollected through a questionnairespecially designed for consumers.b) Secondary data: The secondary data wascollected through websites and from variousdocument.2.4 Methods for Data Collection

a) Data collection has been done throughBTL(Below the line ) activity inwhichdifferent activities have been performedi.e, shope in different locations of sharsha.

b) Field work in terms of going to customersand making them fill up thequestionnaires, then explaining them aboutsudha dairy and its products and taking theirfeedbacks on the prospects of the business.People were also made to fill up thequestionnaires to evaluate their response forthis service in the locality assigned to me

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by the company i.e. areas of sharshaespecially bangoun Area.

2.5 Instruments for Data Collection

The data was collected through:

Forms designed specifically for thecustomers.The questionnaire is designed withthe view of knowing the level of willingnessin the people to really use dudh and to knowthe views of them about this sudha dairy andacknowledge their valuable suggestions tomake this dairy more successful.

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CHAPTER - 3

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Data analysis and interpretation

DATA COLLECTION

The information needed to further proceedsin the project has been collected throughprimary data and secondary data.

Sources of Data

(a) Primary Data- Primary data are thefresh data collected for the first time bydesigning open samples by the organization.These data are very much crucial for themanagement and it assists the management indecision making and analyzing any problem

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pertaining to the management. IT is directlycollected from the correspondence.

Primary Data Sources

Following are the several methods of collecting primary data: Observation Method Interview Method Questionnaire Method Through Schedules Other Methodswhich include:-Warranty cards Distributor’s auditsPantry Audits Consumer Panels

(b) Secondary Data: Any Data which have been gathered earlier by other organization and which have been already processed.

The major Advantages of these Data

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It is economical and easy to get.

It helps in accessing the problem of theorganization prior to the collection ofprimary data.

The limitations of Secondary Data are:-

Data fitness are not up to the mark i.e.there is variation in the unit ofmeasurement because time gap, differentsample size, different sample design, etc.

Secondary Data sources

Books, Magazines, Websites of the company, Salesexecutives, sales representatives, distributors,sales man and other worker of the company and annualsales report of the company.Tools for the study:-1. Percentage analysis2. Chi-square test3. Weighted method

SAMPLING

It plays a vital role in carry out any marketingresearch study. It is the backbone of marketingresearch. A company interested introducing a newstyle of packaging of its product would beinterested in knowing the reaction its customers- astudy of which would require the selection of some

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type of samples. We take 200 samples as a fieldstudy in Saharsa district in Kosi region.

0

20

40

60

80

100

120

Respondent’s age wiseclassification:-

Respondent’s age wise classification:-

Age group Respondents PercentageUp to 30 98 4930-40 42 2140-50 38 19Above 50 22 11

Inference:- From the above table it is inferred that mostof the customer belongs to young blood group(up to 30).it means that they are very rational, energetic person to take your decision self.

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0

20

40

60

80

100

120

140

160

Respondent’s opinion aboutm onthly incom e:-

Respondent’s opinion about monthly income:-

Income respondents Percentage<10,000 94 4710,000-20,000 48 2420,000-30,000 38 19>30,000 20 10

Inference:-

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From the above table it is inferred that most of the respondents in Saharsa district are very low income group.

0

50

100

150

200

250

Respondents for receivingm ilk and its product daily:-

Respondents for receiving milk and its product daily:-

Sources Respondents PercentageDairy retail shop 134 67Vendor 47 23.5Khatal 19 9.5Any 0 0 Inference:-

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Above table depict that most of the customer prefer to purchase sudha product from retail outlet for their assurance.

0

50

100

150

200

250

Respondents

about brand

preference:-

Brand name

Sudha

Amrit

Anmol

Respondents about brand preference:-

Brand name Respondents PercentageSudha 154 77Amrit 24 12Anmol 22 11

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Inference:- Most of respondents prefer sudha milk in comparison to all other brand. From the above table it’s clear that sudha is the market leader.

020406080100120140160

By whic

hreason,

respondents

Lack of

know

ledge

Lack of

quality

By which reason, respondents are notpurchasing sudha milk:-

Reason type Respondents PercentageLack of knowledge 93 46.5Lack of availability

64 32

Lack of quality 33 16.5Any 10 5

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Inference:- Most of the customers who are not purchases sudha product due to lack of knowledge. Lack of availability is also the main reason.

0

50

100

150

200

250

Respondents

about

purchasin

gmedium

:-

Dairy society

Sales

men

Respondents about purchasing medium:- Purchasing medium Respondents PercentageDairy society 56 28Retail counter 128 64Salesmen 16 8

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Inference:- In this table it is clear that most ofthe customers purchase their product from retailcounter. Dairy society is also a part of distribution of sudha milk.

0

50

100

150

200

250

Respondents

for choosing

sudha milk:-

Price

Availability

on time

Respondents for choosing sudha milk:-

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Variable Respondents PercentagePrice 43 21.5Quality 142 71Availability on time

6 3

Any other 9 4.5

Inference:- Most of respondent’s opinion is that they prefer sudha milk for their qualityassurance.

020406080100120140160

Respondent’s

opinion about

sudha

packaging

:-

Very good

Normal

Respondent’s opinion about sudha packaging:-

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Variable Respondents PercentageVery good 67 33.5Good 93 46.5Normal 32 16Not good 8 4

Inference:- Most of the customer are satisfied their packaging but some of them are want some improvement in their packaging.

020406080100120140160180200

Respondent’s

opinion of

purchasin

g

Sudha

Anmol

Respondent’s opinion of purchasing brandon special occasion:-

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Brand Respondents PercentageSudha 122 61Amrit 36 18Anmol 6 3Local vendor 36 18

Inference:- Most of the customers are preferto purchase sudha milk in their special occasionas like marriage, birthday or any function.

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0

50

100

150

200

250

Respondent’s

opinion about

preference of

soft drink

:-

Sudha las

si

Any other

Respondent’s opinion about preference ofsoft drink:-

Product Respondents PercentageSudha lassi 138 69Cold drink 54 27Any other 8 4

Inference:- Most of the customers are prefer sudha lassi in their special occasion or in daily life in comparison to cold drink.

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0

50

100

150

200

250

Respondent’s

opinion about

time

conside

ration:-

Yes

Respondent’s opinion about time consideration:-

Variable Respondents PercentageYes 54 27no 146 73

Inference:- Most of the respondent’s main problemis availability on time. From the above table itis clear that maximum customers are not satisfied their time management.

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0

50

100

150

200

250

Respondent’s

opinion about

Particulars

Highly

satisfied

Normal

Highly

dissatisfied

Respondent’s opinion about satisfaction level towards sudha products:-

Particulars Respondents percentage

Highly satisfied

134 67

Satisfied 44 22Normal 23 11.5Dissatisfied 12 6Highly dissatisfied

7 3.5

Inference:-

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From the above data it is clear that most of the respondents are highly satisfied with sudha products.

Statistical analysis tools Chi-square test

IntroductionStatistical hypothesis:- Statistical hypothesis is some assumption or statement, which may or may not be true, about a population or about the probability characterizing thegiven population, which we want to test on the basis of the evidence from a random sample.

Hypothesis:- A hypothesis is a statement about the population parameter. In otherwords, a hypothesis is a conclusion which is tentatively drawn on logical basis.

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Null hypothesis:- The statistical hypothesis that is set up for testing a hypothesis is known as null hypothesis. The null hypothesis is set up in testing a statistical hypothesis only to decide whether accept or reject the null hypothesis.it asserts that there is no difference between the sample statisticsand population parameter. Null hypothesis is usually denoted by Ho.Alternate hypothesis:- The negation of null hypothesis is called alternative hypothesis. In other words, any hypothesis which is not a null hypothesis is called alternate hypothesis. It is denoted by H1.

Chi-square test The most popular and widely used non-parametric text of significance is the chi-square test. The chi-square test is used to determinewhether there is a significant difference between the expected frequencies in one or more categories.

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The steps in using the chi- square test maybe summarized as follows: Write the observed frequencies in column o Figure the expected frequencies and write

them in column E. Use the formula to find chi-square value. Find the df(N-1) Find the table value(consult the chi-square

table) If your chi-square value is equal to or

greater than the table value, reject the null hypothesis. Chi-square test was firstused in testing statistical hypothesis by Karl Pearson in the year 1990.It is defined as Ψ2 = (O-E)2/E∑

Where, O = observed frequency E = expected frequencyExpected frequency formula,E = (row total) (column total)/grand totalDegree of freedom (r-1) (c-1)Where, r = number of rows C = number of columns Note: - if the chi-square value is greaterthan table value then accepted the hypothesis.If the chi-square value is less than table value then rejected the null hypothesis.

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Aim: - to test the opinion of respondents that sudha product is affordable.

Variable RespondentsPrice 43Quality 142Availability ontime

6

Any other 9

Null hypothesis:- Sudha milk is not affordable.Alternative hypothesis:- Sudha milk is affordable.Level of significance is 0.05Test statistics:-Here n= 43+142+6+9=200Expected frequency (E) =200/4 =50Observed frequency(O)

Expected frequency(E)

(O-E) (O-E)2

(O-E)2/E

43 50 -7 49 0.98142 50 92 8464 169.286 50 -44 1936 38.729 50 -41 1681 33.62

242.6

Ψ2 = (O-E) 2/E =242.6∑

Table value = (c-1) =4-1=3

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Critical value = the table value of Ψ2 at level of significance α=0.05 for (4-1) =3Calculated value=242.6Table value =7.815Conclusion: - since the calculated value of Ψ2=242.6 is greater than table value of Ψ2= 7.815Result: - so, we rejected null hypothesis and accepted alternate hypothesis. Thus, we can say that sudha brand is affordable.

Weighted average method An average in which each quantity to beaveraged is assigned a weight. These weightings determine the relative importance of each quantity on the average. Weighting are the equivalent of having that many like items with the same value involved in the average. Weighted average = Xi*Wi / Wi∑

Table shows the satisfaction level of customer towards sudha products:- Particulars

Respondents(Xi)

Weight age(wi)

Wi*Xi Wi*Xi/wi∑

Rank

Highly 134 5 670 44.67 1

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satisfiedSatisfied

44 4 176 11.73 2

Normal 23 3 69 4.6 3Dissatisfied

12 2 24 1.6 4

Highly dissatisfied

7 1 7 0.46 5

Inference:- From the above table it is inferred that the respondents are SATISFIED with the sudha product.

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FindingFrom the responses got from the survey done through assignment and through my observations I have been able to find the following facts:

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According to market survey we find that 49% of the respondents are below age of 30, 21% of respondents belong to 30-40. 19% belongs to 40-50 & 11% belongs to above 50. Through these facts we conclude that most of the respondents are belong through young age which has reasonable sense of thinking.

Among the respondents 86% are male and 14%are female as a customer.

Among the respondents 47% are less than 10,000 monthly incomes. 27% are 10,000-20,000. So, it means that most of the customer is come from a middle class family.

Almost 77% respondents are using sudha milk and 23% are using Amrit and Anmol brand.

Nearly 46.5% of the respondents are satisfied about milk packaging and 33.5% of the respondents are highly satisfied. But, some of them are wanted to some improvement in there packaging.

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Almost 67% of the respondents are purchasing milk from dairy counter 23.5% of the respondents are purchasing from vendor.

71% of them are purchase sudha product because of its quality, 21.5% of them are satisfied of its availability on its time,price.

Almost 69% of them are using sudha lassi as a soft drink and 29% of them are cold drink.

Sudha is seen to b e a very eminent brandsince all the 100% of respondents havegiven a positive response regarding itsawareness.

Recommendations for improvements of SudhaMilk and Milk products areseen as follows:

Improvement in availability Improvement in service Improvement in packaging

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SCOPE OF THE STUDY:- This study has a wide scope to know about the factors that satisfying the consumers buy the product.

This study tells about the level of customers satisfying and the company also knows the customer expectation.

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This study helps to know how the customers comes to know about the product, product image and product price.

Limitation of the study:- The researcher holds validity for the

particulars period only. The availability of time factor is said to

be limited for the researcher to conduct thestudy.

It is hard to extract response from the customers in busy work schedule.

Since the feedback of the customers was donethrough questionnaire major limitation was unavailability of customers thus leading to highly low success rate.

Most of the customers were so furious that they refused to part with any information.

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Conclusion A market research has been concluded on survey on satisfaction level of SUDHA product in Saharsa district, to gauge the satisfaction level of customers withthe product and to understand their expectation, needs and performance whichwill be helpful for the management to adopt innovative sudha in product and service aspects.

After the analysis it is clear that the majority of respondents are aware of all products of SUDHA in Kosi region. Every consumer will like tobuy this product and it is popular from all the categories of people. Sudha is top in the list among different brand inKosi region and share of sudha is

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increasing very gradually and it is goodsign for the SUDHA Company.

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Suggestion “However efficient a system may be, There is always a scope for improvement”

After analyzing and interpreting the data which wasgathered from the customer through questionnaire,

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would like to suggest these points of improvement which may be essential for the organization.

Company doesn’t have any brand ambassador for the promotional and expansion activities of sudha products to acquire more market share so it is require for the company.

Company has to develop marketing and advertisingstrategy for acquiring better market share.

Company could have to give gift offer and gift hampers to regular customers for customer delight.

Introduce some innovation in products such as change the packaging style.

Home delivery system for SUDHA products can be introduced.

Most of the customers say that milk should be available on early morning. Because, time management is the main problem in Saharsa district.

Price should be fixed and always in whole no like 30, 35 not in 31, and 17.

Management should be install own retail shop in every mohalla for regulate price fluctuation and time problem.

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BIBLIOGRAPHY

Books name Author Publisher Year of publication and edition

Marketing management

Philip kotler

Prentice hall of India publication

The millennium edition, 11th

edition 1994Research methodology

Panneerselvam, R.,

PHI Learning Pvt. Ltd.,

Statistics for Managers

Levin R., and Rubin D,

Levin R., and Rubin D,

2006, (7th Edition)

Websites:-

www.comfed.co.in

www.sudha.ac.in

www.drmusudha.com

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www.wikipedia.org.com

www.google.com

Magazine:-

Published by Compfed

DRMU magazine

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Contact No:-

Annexure Questionnaire about a customer satisfaction towards sudha product:-

Name:-

Address:- Customers’ age:-

Up to 30

30-40

40-50

Above 50

Your monthly income:-

<10,000

10,000 -20,000

20,000-30,000

<30,000

Where are you receiving milk and its product daily?

dairy counter

vendor

khatal (cow/buffalo)

any

Which dairy brand milk you like always?

Sudha

Amrit

Anmol

Any

If you are not purchasing Sudha product. Please illustrate your cause?

Lack of knowledge

Lack of availability

Lack of quality

Any

Where you purchase Sudha milk/product?

Dairy society

Retail counter

Salesmen

Any

Why are you like sudha milk/product?

Price

Quality

Availability on time

All of the above

Any other

How are sudha milk/product packaging. Do you want any improvement?

Very good

Good

Normal

You want any improvement

If you need milk/product on any special occasion, which brand you prefer?

Sudha

Amrit

Anmol

Local vendor

Which soft drink you prefer for your guest in any occasion

Sudha lassi

Cold drink

Any other

Is it available on time or you are waiting for it? (y/n)

Are you satisfied with the quality of sudha brand product:-

Highly satisfied

Satisfied

Normal

Dissatisfied

Highly dissatisfied

Any suggestion for improvement of milk/product :-

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