A STUDY ON CUSTOMER SATISFACTION TOWARDS PONLAIT MILK BY – PRODUCTS IN

PUDUCHERRY

INTERNAL GUIDEDr. B. RAJESWARI,Assistant Professor,Department of Management Studies,School of ManagementPondicherry University.

EXTERNAL GUIDE

Mr. S. SAKTHIVEL

Manager (Marketing By-

Product)

Ponlait, Puducherry.

Submitted bySARANRAJ S

CUSTOMER SATISFACTION

The degree of satisfaction provided

by the goods or services of a company as

measured by the number of

repeat customers.

NEED FOR THE STUDY

A study of customer satisfaction gives the management an indication of general level of satisfaction among customers.

This study tells how the customers feel about their product.

The attitudes of customers can be improved through this study.

OBJECTIVES OF THE STUDY

PRIMARY OBJECTIVE To study on customer satisfaction of milk by-

product in Ponlait.

SECONDARY OBJECTIVES To identify the customer expectation. To recognize the relationship between the

customer and company. To find the customer attitude towards milk by-

product in Ponlait.

RESEARCH METHODOLOGY

Research Design - Descriptive Research

SOURCE OF DATA Primary data – questionnaire Secondary data – company profile,

product list and price details sample size – 150 Sampling Method - convenience

sampling

DATA ANALYSIS

S.NOz CATEGORIES PRODUCTS

1 GHEE Ghee 200gm, 500gm, 1kg, 2kg, 4kg, 5kg and 15 kg tin

2 CURD AND BUTTER MILK

Butter milk

Curd 100ml, Curd 200ml

Sweet Lessi

Paneer 100 gm

3 STERILIZED FLAVORED MILK Sterilized Flavored Milk

4 BADHAM POWDER Badham Powder 200g

5 SUGARED KHOA Sugared Khoa 50g,100gm, 200gm and 250 gm

6 ICE CREAM VERITIES

Ice candy

Chocobar

Kulfi 30ml, Kulfi 70ml

Ice cream 40ml, 90ml

Vennilla ball

Vennilla strawberry 500ml, 1000ml

Strawberry ball

Butter scotch 90ml, 500ml, 1000ml 

Frutee nuts 90ml, 500ml and 1000ml

Cone 50ml, 100ml

Franko Delight

Cassatta

2 in 1 v/s plain

2 in 1 b/f special

CHART SHOWING GENDER OF THE RESPONDENTS

53%

47%

MALE

FEMALE

CHART SHOWING AGE OF THE RESPONDENTS

<25 25-35 35-45 45-55 ≥550%

5%

10%

15%

20%

25%

30% 27%

23%

16%

19%

15%

RESPONDENTS

AGE

PER

CEN

TA

GE

CHART SHOWING OCCUPATION OF THE RESPONDENTS

STUDENTGOV'T WORKER

PRIVATE WORKERBUSINESS

OTHERS

0%

5%

10%

15%

20%

25%

30%

35%

17%

14%

33%

11%

25%

RESPONDENTS

OCCUPATION

PER

CEN

TA

GE

CHART SHOWING RESPONDENTS’ CONSUMPTION PERIOD

<2Yrs 2-4Yrs 4-6Yrs ≥6Yrs0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

14%16%

23%

47%

RESPONDENTS

CONSUMPTION PERIOD

PER

CEN

TA

GE

FACTOR INFLUENCING CUSTOMER TO BUY PONLAIT MILK BY – PRODUCTS

17%

17%

38%

20%

8%

AVAILABILITY

REASONABILITY

TASTE & QUALITY

FRESH PRODUCTS

OTHER

GHEE Out of 150 respondents only 76 respondents buying Ponlait Ghee.

17%

39%

37%

7%

PRICE

TASTE

FRESHNESS

OTHERS

FACTOR INFLUENCING CUSTOMER TO BUY PONLAIT GHEE

SHOWING CUSTOMERS’ SATISFACTION LEVEL ON PONLAIT GHEE

Highly Satisfied Satisfied No opinion Dissatisfied Highly Dissatisfied0%

10%

20%

30%

40%

50%

60%

70%

Price

Freshness

Quality

Package

SATISFACTION LEVEL

PERC

ENTA

GE

CURD AND BUTTER MILK Out of 150 respondents only 117 respondents buying

Curd and Butter milk category products.

Highly Satisfied Satisfied No opinion Dissatisfied Highly Dissatisfied0%

10%

20%

30%

40%

50%

60%

70%

31%

46%

10%

13%

0%

60%

28%

11%

1% 0%

50%

34%

9% 7%

0%

61%

30%

8%1% 0%

PriceFreshnessQualityPackage

SATISFACTION LEVEL

PERC

ENTA

GE

STERILIZED FLAVOURED MILK Out of 150 respondents only 68 respondents buying Ponlait Sterilized

Flavoured Milk.

FACTOR INFLUENCING CUSTOMER TO BUY PONLAIT STERILIZED FLAVOURED MILK

1%

65%

22%

12%

PRICE

TASTE

FRESHNESS

OTHERS

CUSTOMERS’ SATISFACTION LEVEL ON PONLAIT STERILIZED FLAVOURED MILK

Highly Satisfied Satisfied No opinion Dissatisfied Highly Dissatisfied0%

10%

20%

30%

40%

50%

60%

PriceFreshnessQualityPackage

SATISFACTION LEVEL

PERC

ENTA

GE

BADHAM POWDER

Out of 150 respondents only 38 respondents buying Badham Powder.

FACTOR INFLUENCING CUSTOMER TO BUY PONLAIT BADHAM POWDER

5%

50%29%

16%

PRICETASTEFRESHNESSOTHERS

CUSTOMERS’ SATISFACTION LEVEL ON PONLAIT BADHAM POWDER

Highly Satisfied Satisfied No opinion Dissatisfied Highly Dissatisfied0%

10%

20%

30%

40%

50%

60%

PriceFreshnessQualityPackage

SATISFACTION LEVEL

PERC

ENTA

GE

SUGARED KHOA Out of 150 respondents only 75 respondents

buying Ponlait Sugared Khoa.

FACTOR INFLUENCING CUSTOMER TO BUY PONLAIT SUGARED KHOA

3%

85%

8%4%

PRICETASTEFRESHNESSOTHERS

MOST PREFERABLE PONLAIT SUGARED KHOA PACK

50 gm 100 gm 200 gm 250 gm0%

10%

20%

30%

40%

50%

60% 56%

29%

8% 7%

RESPONDENTS

SUGARED KHOA PACKET

PERC

ENTA

GE

CUSTOMERS’ SATISFACTION LEVEL ON PONLAIT SUGARED KHOA

Highly Satisfied Satisfied No opinion Dissatisfied Highly Dissatisfied0%

10%

20%

30%

40%

50%

60%

PriceFreshnessQualityPackage

SATISFACTION LEVEL

PERC

ENTA

GE

ICE CREAM VERITIES

Highly Satisfied Satisfied No opinion Dissatisfied Highly Dissatisfied0%

10%

20%

30%

40%

50%

60%

Price Freshness

Quality Package

SATISFACTION LEVEL

PERC

ENTA

GE

Out of 150 respondents only 85 respondents buying Ponlait Ice cream verities.

LEAKEGES/DAMAGE IN PONLAIT MILK BY-PRODUCT

Very often Often Rarely Never0%

10%

20%

30%

40%

50%

60%

2%

8%

31%

59%

RESPONDENTS

FREQUENCY

PERC

ENTA

GE

OVERALL SATISFACTION LEVEL OF RESPONDENTS TOWARDS PONLAIT MILK BY-PRODUCT

12%

59%

19%

9%

1%

Highly SatisfiedSatisfiedNo opinionDissatisfiedHighly Dissatisfied

RESPONDENTS BUYING ALL CATEGORIES OF PONLAIT MILK BY-PRODUCT

15%

85%

Buying all categories of Ponlait milk by-productsNot buying all categories of Ponlait milk by-products

CHI-SQUARE TESTS

CONSUMPTION PERIOD * OVERALL SATISFACTION

  Value df Asymp. Sig. (2-sided)

Pearson Chi-Square 9.261a 12 .680

Likelihood Ratio 10.521 12 .570

a. 12 cells (60.0%) have expected count less than 5. The minimum expected count is .28.

Asymptotic significant value is above 0.05. Thus we conclude that consumption period of Ponlait milk by-products is independent of overall satisfaction level of customer towards Ponlait milk by-products.

SUGGESTIONS Many respondents not aware of Ponlait Badham Powder. So

display boards should keep in front of Ponlait Palours.

Providing 500gm curd packet may influence more people to buy Ponlait Curd.

Reducing the melting time of Kulfi and some other ice cream verities will increase the satisfaction level of customer.

Due to lack of availability many customers not aware of all verities of Ponlait ice cream. By displaying ice cream verities list and by make all Ponlait ice cream verities available in all milk Parlours Ponlait can overcome this issue.

CONT.,

By increasing Parlour size and keeping Parlour environment clean Ponlait can increase the satisfaction level of its customers.

Only 15% of respondents buying all categories of Ponlait milk by-products. Providing discounts and other offers will increase the percentage of respondents buying all categories of Ponlait milk by-products.

By improving package Ponlait can eliminate leakages/damages in Ponlait milk by-products.

Many respondents not satisfied with the price of Ponlait milk by-product so Ponlait has to reduce the price up to some extent.

CONCLUSION

The study about the customer satisfaction will really have an

impact towards identifying the areas in which the management should be

concentrated. From the overall study on the level of customer satisfaction

with respect to Ponlait, it is understood that many of the customers are

expecting a reduction in price and improvement in package. Most of the

customers are satisfied with the quality and freshness of the products. To

improve the sales, effective advertisement should be use.

LIMITATIONS OF THE STUDY

Some of the Respondents are not co-operative to fill the answer for the question.

Many of the respondents are answering the questions with bias.

Time constrain was one of the major limitation of the study.

THANK YOU