Project Full Cotent

7/30/2019 Project Full Cotent

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INTRODUCTION TO TOPIC

1.1 INTRODUCTION:

During the last decade, increasing attention has been given to relationship

marketing as a way to enhance cooperation between a selling company to better meet

competition and exceed their competitors, and hence relationship marketing become

an important determinate of success in the increasingly competitive business world of

today. One method of relationship marketing in customer relationship management

(CRM).

The study shows that building and handling customer relationships in crucialfor a companys survival in the highly competitive business-to - business

environment. The study also indicates that when a company has few and large

customers, CRM is to a great extent handled through personal contacts and

interactions between the supplier- company and the OEMs as opposed to handled

through computer-based CRM-programs. Furthermore, the measurement/evolution of

CRM seems to take place in the minds of the people involved in a sale, rather than

through statistical measurements.

BACKGROUND:

The marketing concept as expressed by Drucker (1954) is that purpose of a

firm is to create and serve customers. This philosophy of doing business has three

major components: 1) All company acclivities should be based on the recognition of

a need. 2) A customer orientation should be integrated throughout the entire company

and 3) customer satisfaction should be viewed as the means toward long-run

profitability goals. The concept of and in particular the view of marketing seems to

have been constantly developed to match the time in which it has been used. Kotler

(1999) describes the old marketing, or as he calls it: the Neanderthal marketing, as

combination of the following practices:

Equating marketing with selling

Emphasizing customer acquisition rather than customer care

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Trying to make a profit on each transaction rather than trying to profit by

managing customer lifetime value.

Pricing based on marking up cost rather than target pricing.

Planning each communication tool separately rather than integrating

marketing communication tools.

Selling the product rather than trying to understand and meet the

customers real needs.

According to Morris, Pitt and Honeycutt (2001) this view of marketing (as

selling) changed by the end of 1990, when marketing instead become equivalent with

a set of value creating activities. The authors further describe marketing of today as

much more complicated: Organization must make fundamental decisions regarding

how to approach different market segments and individual customers. The

conventional wisdom is that the marketer is no longer interested in making a sale or

achieving a transaction, but instead must focus on relationship marketing Morris

further claims this orientation to be of special importance when dealing with industrial

customers, since the goods and services bought by them have an impact on theperformance of day-to-day business operations, and thus the viability of the company.

BENEFITS OF CRM

Sales:

Higher absolute sales volume

Sales continuity

Sales growth

Higher levels of profit margins

Product / service development

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Ideas for new products

Ideas for improvement of existing products

Market Access:

Broadened market access.

Leads to new customers

Good references from existing customers

Existing customers bring the suppliers and new customers together

Helfert and Vith claim that the reason why companies establish relationships

with external partners such as customers is to achieve goals they could otherwise not

achieve or at least not achieve as efficiently. The authors present three different sets

of benefits or outputs that ideally emerge for a supplier from a relationship with a

customer: sales, product/ service development and the access to new markets.

EVALUATION/ MEASUREMENT OF CUSTOMER

RELATIONSHIPS:

Jain, Jain and Dhar (2003) claim that popular measures of CRM often used by

practitioners are: sales, profits, market share, new customers, customer turnover or

defection rate, cost reduction, service time and customer complaints. Data on these

factors can be collected from sales reports, balance sheets or field visits. Jain, Jain

and Dhars study examines how the behavioral dimensions of the customer-supplier

relationships can be used to evaluate the effectiveness of the suppliers CRM-effort.

The authors identify ten factors or behavioral dimensions:

Attitude to serve: Refers to the great importance of the employees of the selling

company. The employees must have an attitude that signals that they exist for their

customer.

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Understanding expectations: Delivering the products and services that meet or

exceed customer expectations is the key to winning customers. It places greater

emphasis on understanding needs or expectations and tracking the changing

preferences and evolving needs.

Quality perceptions: Customers perceptions about the selling organizations effects

to deliver quality.

Reliability: Winning the customers confidence is vital for the selling organization.

The ability of the sellers representatives to establish a relationship of trust and faith

greatly influences perceived quality.

Communication: The desire to the understood better and informed well is commonly

observed among customer. The sellers representatives are expected to communicate

effectively with customers. The content, style and timing of communication need to

be managed carefully to avoid over-promising or under-promising to the customers.

Customization: Organizations are expected to deliver a product or service in

response to a particular customers need.

Recognition: Showing respect to the customers to make them feel important is an

important element in relationship building.

Keeping promises: Organizational commitment has been reported as a major

influence on the continuity of relationships with customers.

Satisfaction audit: Obtaining feedback from customers and regularly measure

customer satisfaction is an essential step for successful CRM-implement.

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1.2 INDUSTRY PROFILE

INDIA: WORLDS LARGEST MILK PRODUCER:

India has become the worlds No.1 milk producing country, with output in

1999-2000 (marketing year ending March 2000) forecasted at 78 million tones.

United States, where the milk production is anticipated to grow only marginally at 71

million tones, occupied the top slot till 1997, Indias milk production was on par with

the U.S at 71 million tones. The world milk production in 1998 at 557 million tones

would continue the steady progress in recent years. Furthermore, the annual rate of

growth in milk production in India is between 5-6 percent, against the world at 1 per

cent. The steep rise in the growth pattern has been attributed to a sustained expansion

in domestic demand, although per capita consumption is modest at 70 kg of milk

equivalent.

ANNUAL MILK PRODUCTION HAS TREBLED:

Indias annual milk production has more than trebled in the last 30 years,

rising from 21 million tones in 1968 to an anticipated 80 million tones in 2001, This

rapid growth and modernization is largely credited to the contribution of dairy

cooperatives, under the Operation Flood (OF) Project, assisted by many multi-lateral

agencies, including the European Union, the World Bank, FAO and WFP (World

Food Program). In the Indian context of poverty and malnutrition, milk has a special

role to play for its many nutritional advantages as well as providing supplementary

income to some 70 million farmers in over 500,000 remote villages.

Nowadays, milk is no longer the choice drink of geeks in the lunchroom. Milk

is everyones choice drink. The rational concept features information on protein,

calcium and vitamins. India with a production of 114.4 million MT of milk is the

largest producer of the world.

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WORLDS TOP MILK PRODUCERS:

COUNTRIES 2009 2008 2007

India 114.4 110 98

Denmark 111 101 80

United states 93 94 66

Russian federation 82 61 60

Brazil 62 41 39

Ukraine 24 25 26

Poland 22 22 19

New Zealand 16 14 17

Australia 10 9 9

EC 125 125 125

World (includes

others)659.4 602 539

SOURCE: INTERNATIONAL DAIRY ASSOCIATION 2009

Milk and milk product play a vital role in the countrys agricultural economy,

being the largest contributor to the gross agricultural produce. In 1984-85, the value

of milk and its products exceeded Rs 10000 million, ranking after rice but before

wheat. Milk provides both nutrition and supplementary income to their weaker

sections. Increasing prices of raw materials demand for dairy products in emerging

markets also increases.

Milk and dairy products have a high level of consumer penetration, with most

households buying across all the major categories. Despite the established nature of

many products, some sectors continue to grow-both the cheese and yogurt sectors

have gained new consumers since 2002.

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The dairy sector in India has shown remarkable development in the past

decade and India has now become one of the largest producers of milk and value

added milk products in the world.

India with a production of 114.4 million MT of milk is the largest producer of

the world.

Indias largest food brand Amul is now among top 25 milk brands of the

world. The International Farm Comparison Network(IFCN), a global diary research

network has ranked Amul 21st in the list of top dairy companies.

Amul is the biggest brand in the pouched milk sector in the world and in India

it is the biggest food brand. Amuls range of products includes milk, ghee, milk

powders, curd, ice cream, paneer, cream, chocolate, cheese, butter and shrikhand. The

various brands of Amuls milk drinks are sold under various names such as Amul

kool Caf, Kool Koko, Amul Kool chocolate milk, and Amul Masti spiced

Buttermilk.

Amuls milk collection stood at 3.1 million metric tones(MMT) in 2008 the

co-operative giants ranking goes up. With 2.7 MMT worth milk procurement, Amul

enjoys 0.4 market share in world market.

Amul exports its products to various countries such as USA, Australia,

Maurities, China, Hong Kong, Singapore, UAE, and Bangladesh. The sales turnover

of the Brand amul amounted to Rs.29225 million in 2004-2005, in 2005-2006 the

figure stood at Rs.37736 million, and in 2006-2007 the figure increased to Rs. 42778

million.

Indian Dairy Association (IDA)

Established in 1948, Indian dairy association (IDA) is the body of the dairy

industry in India. The members are from the cooperatives, MNCs, corporate units,

private institutions, government and public sector units. IDA functions very closely

with the dairy producers, professionals & planners, scientists & educationists,

institutions and organizations associated with the development of dairying in India.

Nestle India limited: a subsidiary of Nestle: was founded by Henri Nestle inSwitzerland in the year 1867. The company was established in India in 1961. In an

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effort to upgrade the existing standards of the Indian milk industry at that period. The

first production unit was launched in Punjab.

Performance of Nestle India:

Nestle Indias popularity is variable in its financial figures published for the

second quarter starting from April and ending in June 2008. The net profit for this

quarter records a growth of 18.1%, amounting to Rs.95.7 croses, and the net sales

figure marks a rise of 23.2%: whereas the exports delineate improvement by 15.6%,

which is calculated as Rs.82croses. the net domestic sales have also grown at a very

fast pace to Rs. 756.9 croses, showin a jumbb of approximately 24% when compared

with the financial figures of the same period, that is , from April to June in the

previous year.

The milk and dairy products market in the UK was valued at L7.17 bn in

2008, having grown by 12.5% over the review period (2004 to 2008). The market is

broadly divide into the following sectors: liquid milk, cheese, yogurts and chilled

desserts (including drinking yogurts), yellow fats (butter, margarine and other

spreads) and cream.

China is Worlds fastest growing dairy market:

China is committed to increase the nutritional level of its people and looks to

milk and dairy products as one of the major food sources. China is committing

resources to expand its dairy farm sector and milk production, but demand is currently

out stripping domestic production. Fonterra of New Zealand considers china as a

major growth market not only for dairy exports but investments in china and

partnerships with dairy and food companies in china. Whole milk and skim milk

powders as well as milk proteins are important dairy products in China. U.S. dairy

cooperatives and other dairy companies are major products of these products at

competitive world prices. China is already the third largest world market for U.S.

dairy products behind mexico and Canada.

Global scenario: major players

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Currently, the global milk production is around 650 million tonnes. The major

milk producing countries are India, United States, Russian Federation, Pakistan,

Brazil, Ukranie, Poland, New Zealand, and Australia.

International trade represents about 7 percent of global milk production. The

major milk products exported are skim milk, powder whole powder, butter/butter oil,

cheddar cheese, acid casein etc. the whole milk powder is around 12 million tonnes

per annum, followed by 11.5million tonnes of cheese and 8 million tonnes of

butter/anhydrous milk fat.

Dairy industry profile 2008

Human population 1953 million (70 million dairy

farmers)

Milk production 174.3 million tonnes

Average annual growth rate (2000

2004)

5.6%

Per capita milk availability 414 gm/day or 138 kg/year

Milch animals 104 million cows:

59 million buffaloes.

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WORLDS TOP DAIRY COMPANIES

S.NO COMPANY COUNTRYMARKET

SHARE

1. Nestle Switzerland 16.9

2. Danone france 10.2

3. Alkalis France 9.6

4.Friesland &

campina

New Zealand 8.8

5.Dairy farmers of

America

USA 8.1

6. Dean foods USA 7.6

7. Fonterra New Zealand 7.6

8. Aral foods Denmark/ Sweden 6.4

9. Kraft foods USA 4.7

10. Unilever New Zealand / UK 4.4

11. Parmalat Italy 3.5

12. Bongrain France 3.4

13. Saputo Canada 3.3

14. Land olakes USA 3.1

15. Meiji dairies Japan 3.0

16.Morinaga milk

industry

Japan 2.8

17. Schreiber foods USA 2.4

18. Nordmilch Germany 2.3

19. Dairy crest UK 2.3

20. Muller Germany 2.2

SOURCE: RABOBANK INTERNATIONAL 2008.

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The dairy sector in India has shown remarkable development in the past

decade and India has now become one of the largest producers of milk and value

added milk products in the world. The dairy sector has developed through co-

operatives in many parts of the state. At present the state have 60 milk processing

plants with an aggregate processing capacity of 5.8 million liters per day. In addition

to these processing plants, 123 Government and 33 co-operatives milk chilling centers

operate in the state.

The list of Dairy industry milk co-operatives in India state wise.

Madhya Pradesh milk co operatives

Maharashtra milk co operatives

Nagaland milk co operatives

Orissa milk co operatives

Pondicherry milk co operatives

Punjab milk co operatives

Rajasthan milk co operatives

Sikkim milk co operatives

Tamil Nadu co operatives

Tripura milk co operatives

Uttaranchal milk co operatives

Uttra Pradesh milk co operatives

West Bengal milk co operatives

Delhi milk co operatives.

MILK BRANDS AND PRODUCTS IN INDIA

The widest spectrum of milk products in India, under the brand name Vijay,

Amul, Arokya, Nutra, Komatha, Aravind, Vidya, Mahann ec. These include ghee,

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butter, processed chaddar cheese and cheese spread, UHT milk, flavoured milk (meri

milk) slim milk in tera packs, sterilized cream, skim milk powder, dairy whitener,

cooking butter and ice cream.

An interest in the quality of food has also to a grater emphasis on provenance,

where products are from and how they are made. In addition, consumers have shown

a willingness to buy products that have covered fewer food miles and to support local

businesses. Regional milks and cheeses have experienced greater demand on the back

of such trends. Organic dairy products have also been driving sales, as consumers

have increasingly sought more naturally produced ranges.

The dairy market is dominated by a handful of processors and vertically

intergraded dairy co-operatives. Companies have been active with joint ventures, as

well as buying out specific interests and consolidating business. Increasing prices of

raw materials, demand for dairy products in emerging markets and the drive for health

and wellness, are putting pressure on dairy manufactures to develop innovative but

cost effective products. Key growth strategies for many of the top companies include

strengthening brand portfolios and expansion in growth markets such china and India.

Within the milk and dairy market, there remains considerable scope for further

product development.

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1.3 COMPANY PROFILE

ABOUT THE COMPANY

Under the five-year plan of the state government a number of pasteurization

plants were set up in the cooperative sector in manjor towns. One among the

cooperative sector is the ootacamund cooperative milk supply society (OCMSS)

under the tutelage of late shre.giriappa gowader.

HISTORY

On July 14,1946 ootacamund co-operative milk supply society (OCNSS)

under the tutelage of late Shri. Giriappa Gowder was registered. The OCMSS then

had a membership of 355 members with the share capital of Rs. 10,277/-

During mid 1940s milk was collected from its members residing in and

around ooty and then was supplied to customers. The OCMSS then expanded its area

into 20 villages during 1960. Between 1962 1964 the pasteurization plant with the

capacity of 10,000 liters per day was installed. Later in mid 1970s the OCMSSaccumulated assets worth 35 lakes. Dairy stalwarts like late Dr.N. Bbasuviah and late

shre. Pooviah have lent their able support during this period.

DAIRY COMPLEX

The new dairy complex has one of the finest cheeses manufacturing facilities

in this country. Infrastructure assistance for establishing cheese plant was availed

from national dairy development program funds.

OPERATIONAL FLOOD

The operational flood program was instrumental for the rapid progress of this

dairy during 1980s at present there are 113 functional societies with 40,691 milk

producers, who have made a rapid progress in this dairy in the operational flood

program.

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HILL AREA DEVELOPMENT PROGRAMME

A financial assistance of Rs. 477,434 lakes has been availed through hill are

development programmed, out of which Rs. 347,361 lakes was received as 50% loan

and the remaining amount as 100%grant.

50% loan -172.636 lakes

50% share capital -174.725 lakes

100% grant -130.073 lakes

----------------------

477.434 lakes

--------------------

AREA OF SALES

They are selling only within the district and not beyond the district. The fourmain areas are as follows

Ooty

Coonoor

Kothagiri

Gudalur

These are the four main areas and there are 18routers. In ooty there are 12

routes and in Coonoor 3 routes, I in kothagiri, 2 in gudalur.

No. of agents - 353

No. of parlors - 76

No. of institution - 73

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MILK INDENT

The agents and the institutions are informed their milk indent into the

marketing section by phone of directly. As per the agents and institutions demand the

marketing section recorded their indent. Finally the marketing prepares the total milk

indent and given to the dariy section. The dairy section issue milk to the marketing

section as per the marketing section indent. The indent contains 2 copies, original

copy is given to the dairy section and another copy is dept. at marketing section itself.

GATEPASS

As per the agents indent the marketing section prepare milk dispatch

gate pass. The gate pass contains 3 copies. One is given to the security

section, another copy is given to the driver, and last copy is dept. at

marketing section.

METHODS OF MILK DISPATCH

Cash sales

Credit sales

Card sales

PRODUCT PROFILE

MILK

Pasteurized toned milk ----- FAT 3.0% SNF 8.5%

Standardized milk ----- FAT 4.5% SNF 8.5%

Full cream milk ----- FAT 6.00% SNF 9.0%

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GHEE

tin-200gms/ml 500gms/ml; 1 lit 1 kg/2kg/5kg/15kg

tetra pack-500gms/1kg

sachets-50 ml/500gms/ml

MILK POWDER

Cartons 500gms

Poly bag 1kg

Bulk bag 25kg

CHEESE

Chip lets 25gms/250gms

FLAVORED MILK

Tetra-200ml/strawberry-cardamom chocolate - pineapple

TETRA MILK

200ml 1000

ICE CREAMS

Vanilla, strawberry, chocolate, pineapple, blackcurrant, pista, badam, choco,

risin, mango, butter, scotch, tutti fruity .

Cups 50ml/100ml/1lit/1gallo

MILK SWEETS

Salted 100gms/200gms/500 gms/20 kg.

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Plain 100gms/200gms/500gms/20kg.

Sachet 200ml

MANGO DRINK

Tetra 200ml

MILK KHOA

Packets 50gms/100gms/200gms/500gms.

Bulk un sugared.

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1.4 REVIEW OF LITERATURE

Mahatma Gandhi, 1890

A customer is the important visitor in one premise. He is not dependent on us.

We are dependent on him. He is not an interruption on our work. He is the

purpose of it. He is not an outsider on our business. He is a part of it. We are not

doing a favor by serving him. He is doing us a favor by giving us the opportunity

to do so.

Craig Bailey, president and founder, says that, In todays business

environment companies cannot afford to lose a single profitable customer. By

effectively leveraging results from a customer satisfaction survey an organization can

respond to their customers need in ways that increases revenue as well as improve

customer and employee satisfaction and loyalty

Holtz, president and CEO, says that, choosing a customer relationship

management technology has often been a daunting task for companies in all

industries. Whether in financial services, telecommunications, retail, high technologyor any other area, companies know that in order to be successful, they need to be

better service their customer and partner.

Kate Legget, director e-service product strategy, says that, I never had much

contact with our healthcare system until my daughter was born. She was early and

quite small which mean that we spend her first month in doctors and specialists

offices.

Dr. Jodie Monger, president and Anne Nickerson says that, what do winners

of the super bowl, the World Series and NCCA final having common while they are

all champions, not one of these groups, or individual players, was successful without a

coach on the sidelines.

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CHAPTER-II

OBJECTIVES AND RESEARCH METHODOLOGY

2.1.OBJECTIVES OF THE STUDY

PRIMARY OBJECTIVE:

To study the companys present system of customer relationship management,

and to find out its effectiveness in present scenario.

SECONDARY OBJECTIVE:

To understand the customer expectations

To know the satisfaction level of customers towards the products offered

by the company.

To suggest or modify the problems of existing system

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2.2 SCOPE OF THE STUDY

Since the present scenario of business is facing a heard challenge it is must to

uphold the existing customer and to serve them as our best. From this study the need

of the customer can be analyzed and helps the organization to fulfill that need. The

study helps to know the factors that influence the customer to buy the products from

AAVIN. It helps to provide necessary services to customers to overcome the problem

in the products and provides various insights into customer attitudes and satisfactions.

And also it helps to maintain the better relationship with customer by the company.

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2.3 RESEARCH METHODOLOGY

Research Design

Research is an original contribution to the existing stock of knowledge. It is

the pursuit of truth with the help of study, observation and experiments. As such the

term research refers to the systematic method consisting of enunciation the problem

formulating a hypothesis, collecting the facts or data, analyzing the facts and reaching

certain conclusions either in the form of solutions towards the concerned problem or

in certain generalizations for some theoretical formulation.

This project is based on descriptive research technique which refers to the

surveys and fact finding enquiries of different kinds.

Sources of Data:

Data plays a vital role for the successful completion of any research. Since,

every possible source are needed to tap information required for the study, two

sources to collect data i.e., both primary and secondary sources have been used in this

research.

Primary Data:

Primary data are the data directly collected from the respondents by using any

structured methodology. The researcher also collected primary data using a structured

questionnaire

Secondary Data:

Secondary data are the data which is already collected by someone else, i.e.,

data collected through brochures and catalogues of the banks, newspaper, magazines,

web sites, company prospectus etc.

Sampling Design

A Sample design is a definite plan for obtaining a sample from a given

population. It refers to the technique or the procedure the researcher would adopt in

selecting items for the sample. Sampling design in this research includes the samplingmethod, sampling units and sampling size on the Convenience sampling

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Sampling Units

The sampling unit taken for this research is the whole customers of AAVIN .

Sample SizeThe sample size taken for the research was 35 respondents. It consists of the

whole customers of AAVIN.

Method of data collection

The researcher has collected data through personally administered

questionnaire. The questionnaire was prepared and supplied to the respondent.

Tools and Techniques used for Analysis

The data collected thought questionnaire has been tabulated and analyzed by

using Simple Percentage Analysis.

Simple Percentage Analysis

Percentage analysis uses percentage to process the data this method is used as

a percentage simply number, reducing them into 0-100 range through percentage.

Percentage =n/m*100

n= number of respondents assured m = Total number of respondents

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2.4 LIMITATIONS OF THE STUDY

Chance for personal bias in responding to the researcher

Researcher got limited period of time for the study

Study is restricted to AAVIN (co-operative milk producers union LTD.

Ooty)

Using percentage analyzing only fair idea of the population can be

identified.

Findings cannot be extrapolated to the state level.

Study is based upon the prevailing respondent behavior.

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CHAPTER-III

ANALYSIS AND DATA INTERPRETATION

TABLE NO: 01

TABLE SHOWING RESPONDENTS LOCATION

OPINIONNO: OF

RESPONDENTS

PERCENTAGE

OOTY 19 54%

COONOOR 13 37%

KOTHAGIRI 3 9%

GUDALUR 0 0

TOTAL 35 100

INTERPRETATION

From the above table it is inferred that the 54% of the customers are located in

Ooty, 37% are at Coonoor and 9% are at Kothagiri.

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CHART NO: 01

CHART SHOWING PERCENTAGE OF RESPONDENTS

LOCATION

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TABLE NO: 02

TABLE SHOWING RESPONENTS EXPERIENCE WITH AAVIN

OPINIONNO: OF

RESPONDENTSPERCENTAGE

I YEAR 6 17%

BETWEEN 2 TO 5

YEARS14 46%

5 TO 10 YEARS 7 23%10 TO 15 YEARS 5 14%

15 AND ABOVE 3 9%

TOTAL 35 100

INTERPRETATION

From the above table it is inferred that the 46% of the customers are

experienced with AAVIN between 2 and 5yrs. 23% are above 5yrs. 17% are for 1 yrs.

And 9% are above 15 yrs.

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CHART NO: 02


EXPERIENCE WITH AAVIN

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TABLE NO: 03

TABLE SHOWING PURCHASE OF MILK PER DAY

OPINIONNO: OF


LESS THAN 1

LITERS.5 15%

1 TO 2 LITERS 15 43%

2 TO 3 LITERS 8 22%3 TO 4 LITERS 4 11%

MORE THAN 4

LITERS3 9%

TOTAL 35 100

INTERPRETATION

From the above table it is inferred that 15% of the respondents are purchasing

less than 1lts milk per day, 43% are 1 to 2 lts, 22% are 2 to 3 lts. 11% are 3 to 4 lts

and 9% of respondent purchase more than 4 liters.

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CHART NO: 03

CHART SHOWING PURHCASE OF MILK PER DAY

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TABLE NO: 04

TABLE SHOWING RESPONDENTS, CONTACTS GENERAL

MANAGER THROUGH VARIOUS MEANS

OPINIONNO: OF


IN PERSON 11 31%

TELEOHONE 21 60%INTERNET 2 6%

THROUGH

DEALER/

RETAILER

1 3%

TOTAL 35 100

INTERPRETATION

From the above table it is inferred that 60% of customers are contacting

general manager through telephone, 31% are of direct person, through internet and

remaining 3% through retailer /broker/dealer.

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CHART NO: 04

CHART SHOWING PERCENTAGE OF RESPONDENTS,

CON TACT WITH MANAGER THROUGH VARIOUS

MEANS

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TABLE NO: 05

TABLE SHOWING RESPONDENTS WAITS BEFORE

SPEAKING TO GENERAL MANAGER

OPINIONNO: OF


IMMEDIATELY 17 49%

WITHIN 3 MINUTES 11 31%

3 TO 5 MINUTES 4 11%

5 TO 10 MINUTES 2 6%

MORE THAN 10

MINUTES1 3%

TOTAL 35 100

INTERPRETATION

From the above table it is inferred that 49% of respondents are taken care

immediately, 31% within 3 minutes, 11% between 3 and 5 minutes, 6% between 5

and 10 minutes and 3% of respondents are waits for more than 10 minutes to speak

with general manager.

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CHART NO: 05

CHART SHOWING PERCENTAGE OF RESPONDENTS, WAITS

BEFORE SPEAKING TO GENERAL MANAGER

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TABLE NO: 06

TABLE SHOWING RESPONDENTS FEEDBACK TOWARDS

REPRESENTATIVES

OPINIONNO: OF


QUICK IDENTIFICATION 18 52%

APPEARKNOWLEDGEABLE

NADCOMPETENT5 14%

UNDERSTAND THE CAUSE

AND SOLUTIONTO

PROBLEM

4 11%

HANDLE ISSUE

WITHCOURTESY AND

PROFESSIONALISM

8 23%

TOTAL 35 100

INTERPRETATION

From the above table it is inferred that 52% of the respondents said

representatives quickly identifies the problem, 14% of are appear knowledgeable and

competent, 11% of are understand the cause and give solution to problem and 23% of

are handle issues with courtesy and professionalism.

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CHART NO: 06


FEEDBACK TOWARDS REPRESENTTIVES

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TABLE NO: 07

TABLE SHOWING RESPONDENTS DURATION FOR PROBLEM

RESOLUTION

OPINIONNO: OF


IMMEDIATE

RESOLUTION2 6%

LESS THAN A DAY 19 54%

BETWEEN 2 AND 3

DAY8 22%

BETWEEN 3 AND 5

DAY3 9%

MORE THAN A

WEEK2 6%

NOT RESOLVED 1 3%

TOTAL 35 100

INTERPRETATION

From the above table it is inferred that 54% of the respondents problem are

resolved less than a day, 22% are of between 2 and 3 days, 9% are of between 3 and 5

days, 6% are solved immediately and another 6% are for more than a week and

remaining 3% of the problem not yet resolved.

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TABLE NO: 08

TABLE SHOWING RESPONDENTS ABOUT SPECIAL OFFERS

ON MILK PRODUCTS.

OPINIONNO: OF


YES 28 80%

NO 7 20%

TOTAL 35 100

INTERPRETATION

From the above table it is inferred that 80% of respondents are satisfied

special offers on milk products and 20% are not satisfied with it.

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CHART NO: 08

CHART SHOWING PERCENTAGE OF RESPONDENTS ABOUT

SPECIAL OFFERS ON MILK PRODUCTS.

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TABLE NO: 9

TABLE SHOWING RESPONDENTS DURATION FOR

DISPATCHING THE ORDER PLACED

OPINIONNO: OF


LESS THAN A

DAY11 31%

1 TO 2 DAYS 20 57%2 TO 3 DAYS 3 9%

3 TO 4 DAYS 1 3%

4 TO 5 DAYS 0 0%

TOTAL 35 100

INTERPRETATION

It is inferred from the above table that 31% of respondents orders are

dispatched less than a day, 57% of are within 1 to 2 day, 9% are within 2 to 3 days,

3% of respondents orders are dispatched within 4 days.

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CHART NO: 9


DURATION FOR DISPATCHING THE ORDER PLACED

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TABLE NO: 10

TABLE SHOWING RESPONDENTS REPLACE TOW ARDS THE

TREATMENT OF DAMAGES AND REPLACEMENTS

OPINIONNO: OF

COMPANIESPERCENTAGE

EXCELLENT 3 8%

VERY GOOD 20 58%

GOOD 6 17%

AVERAGE 4 11%POOR 2 6%

TOTAL 35 100

INTERPRETATION

From the above table it is inferred that 58% of the respondents said very good

for the treatment towards damages and replacements, 17% of said good, 11% of saidaverage and 8% excellent towards the treatment of damages and replacement.

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CHART NO: 10

CHARAT SHOWING PERCENTAGE OF RESPONDENTS

REPLY TOWARDS THE TREATMENT OF DAMAGES AND

REPLACEMENTS

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TABLE NO: 11

TABLE SHOWING RESPONDENTS CHOICE FOR PURCHASE

OPINIONNO: OF

RESPONDENTSPRECENTAGE

QUALITY 13 37%

SERVICE 7 20%

LOW COST 4 11%

CONVENIENCE 9 26%

VARIETIES 2 6%TOTAL 35 100

INTERPRENTATION

From the above table it is inferred that 37% it is inferred that 37% of

respondents are making purchase because of quality, 20% of are because of service

and 26% of respondents are purchasing because of convenience.

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CHART NO: 11

CHART SHOWING PERCENTAGE OF RESPONDENTS CHOICE

FOR PURCHASE

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TABLE NO: 12

TABLE SHOWING RESPONDENTS FROM WHERE THEY GET

KNOW ABOUT AAVIN

OPINIONNO: OF


NEWSPAPER 7 20%

TELEVISION 0 0%

RADIO 3 9%FRIENDS 19 54%

NOTICE 6 17%

TOTAL 35 100%

INTERPRETATION

From the above table it is inferred that 54% of respondents get know of about

AAVIN through their friends, 20% are through newspaper and 17% are through

notice, 9% are through radio.

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TABLE NO: 13

TABLE SHOWING RESPONDENTS ON COLLECTING DOOR

DELIVERY CHARGES

OPINIONNO: OF


YES 12 34%

NO 23 66%

TOTAL 35 100

INTERPRETATION

From the above table it is inferred that 34% collecting door delivery charges

and 66% are collecting charges from respondents.

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CHART NO: 13

CHART SHOWING PERCENTAGE OF RESONDENTS

COLLECTING CHARGES FOR DELIVERY

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TABLE NO: 14

TABLE SHOWING RESPONDENTS GET SPECIAL OFFER

WHEN THEY PURCHASED FROM AAVIN

OPINIONNO: OF


YES 26 74%

NO 9 26%

TOTAL 35 100

INTERPRETATION

rom the above table it is inferred that 74% of respondents are getting special

offers while purchasing from AAVIN and 26% are not getting any special offers.

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CHART NO: 14

CHART SHOWING PERCENTAGE OF RESPONDENTS GET

ANY KIND OF SPECIAL OFFERS WHEN THEY PURCHASED

FROM AAVIN

YES - 74%

NO - 26%

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TABLE NO: 15

TABLE SHOWING RESPONDENTS COMPARISON OF AAVIN

WITH OTHER BRANDS

OPINIONNO: OF


FAR BETTER 4 11%

BETTER 22 63%

NO DIFFERENCE 8 23%

BELOW 1 3%

WORST 0 0%

TOTAL 35 100

INTERPRETATION

rom the above table it is inferred that 63% of the respondents said better while

comparing to other companies, 23% of are said no difference, 11% of are said far

better and 3% had said below while compare with other companies.

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CHART NO: 15


COMPARISON OF AAVIN WITH OTHER BRANDS

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TABLE NO: 16

TABLE SHOWING RESPONDENTS RECOMMENDATION FOR

AAVIN TO THEIR SURROUNDINGS

OPINIONNO OF


DEFINITELY YES 12 34%

PROBABLY YES 16 46%

MIGHT OR MIGHT

NOT5 14%

PROBABLY NOT 1 3%DEFINITELY NOT 1 3%

TOTAL 35 100

INTERPRETATION

rom the above table it is inferred that 46% of the respondents will probably

recommend AAVIN to their surroundings, 34% of will definitely recommend, 14% of

might or might not recommend, 3% of will probably not recommend and 3%

definitely not recommend AAVIN to their surroundings.

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CHART NO: 16


RECOMMENDATION FOR AAVIN TO THEIR SURROUNDINGS

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TABLE NO: 17

TABLE SHOWING RESPONDENTS SATISFACTION TOWARDS

THE PACKAGING OFFERED BY AAVIN

OPINIONNO OF


HIGHLY SATISFIED 8 23%

SATISFIED 24 68%

DISSATISFIED 2 6%HIGHLY

DISSATISFIED1 3%

TOTAL 35 100

INTERPRETATION

rom the above table it is inferred that 69% of the respondents are satisfied

with the packaging offered by AAVIN, 23% of are highly satisfied, 6% of are

dissatisfied and 3% of are highly dissatisfied with the packaging offered by AAVIN.

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CHART NO: 17


SATISFACTION TOWARDS THE PACKAGING OFFERED BY

AAVIN

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CHART NO: 18


SATISFACTON TOWARDS QUALITY OF PROUCT OFFERED

BY AAVIN

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TABLE NO: 19

TABLE SHOWING RESPONDENTS INFLUENCE FOR

PURCHASE BY PRICE

OPINIONNO: OF


VERY HIGH 4 11%

HIGH 20 57%

MEDIUM 7 20%LOW 3 9%

VERY LOW 1 3%

TOTAL 35 100

INTERPRETATION

From the above table it is inferred that 57% of the respondents are highly

influenced by price for their purchase, 11% of are very highly influenced, 7% of are

medium influenced low for their purchase and 1% are influenced for very low price.

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CHART NO: 19


INFLUENCE FOR PURCHASE BY PRICE

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TABLE NO: 20

TABLE SHOWING RESPONDENTS INFLUENCE OF

PURCHASE BY BEHAVIOUR OF SALES PERSONS

OPINIONNO: OF


VERY HIGH 6 16%

HIGH 16 46%

MEDIUM 9 26%

LOW 3 9%VERY LOW 1 3%

TOTAL 35 100

INTERPRETATION

rom the above table it is inferred that 46% of the respondents are highly

influenced by behavior of sales person for their purchase, 26% of are medium

influenced, 16% of are very highly influenced, 9% are influenced low for their

purchase and 3% are very low.

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CHART NO: 20

CHART SHOWING PERCENTAGE OF RESPONDENTS INFLUENCE OF

PURCHASE BY BEHAVIOUR OF GENERAL MANAGER

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TABLE NO: 21

TABLE SHOWING RESPONDENTS INFLUENCE OF

PURCHASE RATE BY THE LOCATION OF BOOTHS

OPINIONNO: OF


VERY HIGH 15 43%

HIGH 8 23%

MEDIUM 5 14%LOW 4 11%

VERY LOW 3 9%

TOTAL 35 100

INTERPRETATION

From the above table it is inferred that 43% of the respondents are very highly

influenced by the location for their purchase, 23% of are highly influenced, 14% of

are medium influenced, 11% are influenced low for their purchase and 9% of are very

low in purchase rate.

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CHART NO: 21

CHART SHOWING PERCENTAGE OF RESPONENTS

INFLUENCE OF PURCHASE RATE BY THE LOCATION OF

BOOTH

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TABLE NO: 22

TABLE SHOWING RESPONDENTS OPINION TOWARDS THE

APPROACH OF SALES STAFF

OPINIONNO: OF


POLITE 13 37%

NORMAL 19 54%

AGGRESSIVE 2 6%VERY

AGGRESSIVE1 3%

TOTAL35 100

INTERPRETATION

rom the above table it is inferred that 54% of the respondents said sales staffsare normal while approaching them, 37% of are said polite, 6% of are said aggressive

and 3% had said sales staffs are very aggressive while approaching them.

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CHART NO: 22


OPINION TOWARDS THE APPROACH OF SALES STAFF

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TABLE NO: 23

TABLE SHOWING RESPONDENTS HOW LIKELY THEY ARE

FOR NEXT PURCHASE FROM AAVIN

OPINIONNO: OF

COMPANIESPERCENTAGE

DEFINITELY

WOULD BUY12 34%

PROBABLY

WOULD BUY19 54%

MIGHT OR MIGHT

NOT BUY2 6%

PROBABLY

WOULD NOT BUY1 3%

DEFINITELY

WOULD NOT BUY1 3%

TOTAL 35 100

INTERPRETATION

From the above table it is inferred that 54% of the respondents probably would

buy for next purchase, 34% of respondents definitely buy, 6% of respondents might or

might not buy, 3% of respondents would not buy and 3% of respondents definitely

would not buy from AAVIN.

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CHART NO: 23

CHART SHOWING PERCENTAGE OF RESPONDENTS HOW

LIKELY THEY ARE FOR NEXT PURCHASE FROM AAVIN

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TABLE NO: 24

TABLE SHOWING RESPONDENTS OVERALL RATING TO

AAVIN

OPINIONNO: OF


EXCELLENT 2 6%

VERY GOOD 10 29%

GOOD 18 51%

AVERAGE 4 11%POOR 1 3%

TOTAL 35 100

INTERPRETATION

From the above table it is inferred that 6% of the respondents had rated as

excellent, 29% as very good, 51% as good, 11% as average and 1% of respondents

rated poor to AAVIN,

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CHART NO: 24


OVERALL RATING TO AAVIN

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CHAPTER-IV

4.1 FINDINGS

Most (43%) of respondents purchase is influenced by the location of the

booths.

Most (57%) of respondents purchase is influenced by the price of the

product.

Most (46%) of respondents purchase is influenced by the behavior of sales

persons.

Majority (58%) of respondents said treatment of AAVIN towards damage

and replacements are good.

Majority (63%) of the respondents had said that AAVIN is good and better

while comparing to other brands.

More (54%) of respondents problem are resolved and taken care within a

day by AAVIN.

Majority (74%) of respondents getting special offers when they have

purchased from AAVIN.

Majority of the (80%) of respondents getting discount offer on milk

products in AAVIN.

Most (57%) of respondents orders are dispatched within 2days by AAVIN.

Most (54%) of respondents get to know about AAVIN through friends.

Majority (68%) of respondents are satisfied with the packaging offered by

AAVIN.

More (60%) of respondents are satisfied with the quality of the product

offered by AAVIN.

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Most (57%) of respondents said the behavior of sales staff while

approaching them is normal and (37%) had said polite.

Majority (52%) of respondents said representatives of AAVIN quickly

identifies the problem.

Majority (21%) of the respondents are contacting general manager through

telephone.

Most (51%) of the respondents experienced for 2 to 5 years rated good on

AAVIN products.

Most (46%) of the respondents rated better for comparison will probably

recommend AAVIN to surroundings.

Majority (57%) of the respondents purchase influenced by price rated and

(60%) for the quality offered by AAVIN.

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4.2 SUGGESTIONS

Mostly (21%) of respondents are contacted by manager through telephone it is

not sufficient enough to build strong relationship so kindly try to contact in person

directly to all customers to get customer complaints details promptly.

Almost all the respondents felt that AAVIN should maintain the same level of

service as is offered now.

As the respondents felt that there is no adequate sales promotion so that more

advertisement regarding AAVIN products are necessary.

Since (57%) are highly influenced by price so on the improvement on quality is

necessary.

Only (6%) of respondents purchase on varieties so improve on varieties are

necessary.

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4.3 CONCLUSION

It is not adequate just to provide the right product to the right customer. It is

also very important to make it available in the right manner, at the right moment, By

using customer touch points effectively business especially these in the service sectors

such as hotels and restaurants-can build good customer relationships and increase

their base of loyal customers. It is the fact that the customer is human beings first and

to build good relations with him, it is important to meet his psychological and social

needs in a proactive manner. Therefore, building customer relationship is not just a

routine task. Even a small and unanticipated act or gesture can change the entire

situation and influence the customer in a very positive way. It is important for

marketers to identify the important customer touch points and to make the best use of

them to build relationship. Customers are of different types and varying needs,

marketers have to understand and cater to them accordingly. The closer the

relationship, the more protected is from the vagaries of the market place and the

competitor activity.

From the study made about customer relationship of AAVIN it is concluded

that the service being qualitative factor, the level of satisfaction pertaining to it may

vary from time to time in the minds of customers. The finding reveals that the quality

of service and level of satisfaction of customers is good. Suggestions have been made

where ever required.

AAVIN has largely rendered successful service to the customers. However

there is good scope for improvement, which will further add its name and goodwill.

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CHAPTER 5

APPENDIX

5.1 QUESTIONNAIRE

1. Institution name: ________________________

2. Location of the Institution?

a) Ooty

b) Coonoor

c) Kotagiri

d) Gudalur

3. How long you are experienced with Aavin products?

a) 1 year

b) 2-5 year

c) 5-10 year

d) 10-15 year

e) 15 and abve

4. Quantity of the milk purchased per day?

a) Less than one liters

b) 1-2 liters

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c) 2 -3 liters

d) 3-4 liters

e) More than 5 liters

5. In your most recent experience with Aavin, how did you contact the General

Manager?

a) In Person

b) Internet

c) By Telephone

d) Through a Dealer/ Retailer/ Broker

6. About how long did you have to wait before speaking to a general manager?

a) I was taken care of immediately

b) Within 3 minuters

c) 3-5 minutes

d) 5-10 minutes

e) More than 10 minutes

7. Did the representative:

a) Quickly identify the problem

b) Appear knowledgeable and competent

c) Help you understand the cause and the solution to the problem

d) Handle issues with courtesy and professionalism.

8. About how long did Aavin take to get the problem resolved?

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a) Immediate Resolution

b) Less than a day

c) Between 2 and 3 week

d) Between 3 and 5 days

e) More than a week

9. Is any discount offered to you on purchase of milk products in Aavin?

a) Yes

b) No

10. How long Aavin take to dispatch the order placed?

a) Less than a day

b) 1 to 2 days

c) 2 to 3 days

d) 3 to 4 days

e) 4 to 5 days

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11. How was the replacement of damaged products of aavin

a) Excellent

b) Very good

c) Good

d) Average

e) Poor

12. Why did you purchase aavin products ?

a) Quality

b) Low cost

c) Service

d) Convenience

e) Varieties

13. From where you get to know about aavin?

a) Newspaper

b) Television

c) Radio

d) Friends

e) Notice

14. Whether any door delivery charges are collected from you?

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a) Yes

b) No

15. Did you get any kind of special offer when you have purchased from Aavin?

a) Yes

b) No

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16. How would you compare Aavin to other brand?

a) Far better

b) Better

c) No difference

d) Below

e) Worst

17. Would you recommend Aavin to your surroundings?

a) yes

b) no

18. Are you satisfied with the packaging offered by Aavin?

a) Highly satisfied

b) Satisfied

c) Dissatisfied

d) Highly dissatisfied

19. Are you satisfied with the Quality of the products offered by Aavin?

a) Highly satisfied

b) Satisfied

c) Dissatisfied

d) Highly dissatisfied

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20. How far has price influenced your purchase?

a) Very high

b) High

c) Medium

d) Low

e) Very low

21. How far has behavior of Sales person influenced your purchase?

a) Very high

b) High

c) Medium

d) Low

e) Very low

22. How far has the location of Booth influenced your purchase rate?

a) Very high

b) High

c) Medium

d) Low

e) Very low

23. How was the behavior of sales staff when they approached you?

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a) Polite

b) Normal

c) Aggressive

d) Very aggressive

24. For your next product purchase how likely you will purchase from Aavin?

a) Definitely would buy

b) Probably would buy

c) Might or might not buy

d) Probably would not buy

e) Definitely would not buy

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25. Overall how would you rate Aavin?

a) Excellent

b) Very good

c) Good

d) Average

e) Poor

26. Kindly give your suggestion to improve the sales of the products.

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5.2BIBLIOGRAPHY

Books

Philip Kotler, Kevin Lane Keller Marketing Management Persons, Prentice

hall, 12th edition.

Kothari C.R. Research Methodology, New Delhi, Vishwa Prakashan 2000.

Magazine

Marketing Mastermind, July 2009, CRM is not a task by Rajashri R.Chavan and

Sarang S. Bhola.

Websites

www.google.co

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