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
