A STUDY ON CUSTOMER SATISFACTION IN

THE PONDICHERRY CO-OPERATIVE MILK

PRODUCER’S UNION LTD
PUDUCHERRY
SUMMER PROJECT REPORT
Submitted by
S.DEVANATHAN
REGISTER NO: 27348308
Guidance of
Mr. S.JAYA KUMAR, M.E, MBA, MISTE,
Faculty, DEPARTMENT OF MANAGEMENT STUDIES
In partial fullfilment for the award of the degree
Of
MASTER OF BUSINESS ADMINISTRATION
DEPARTMENT OF MANAGEMENT STUDIES

SRI MANAKULA VINAYAGAR ENGINEERING COLLEGE

PONDICHERRY UNIVERSITY
PUDUCHERRY
SEPTEMBER- 2007
 SRI MANAKULA VINAYAGAR ENGINEERING COLLEGE
MADAGADIPET, PUDUCHERRY

DEPARTMENT OF MANAGEMENT STUDIES

BONAFIDE CERTIFICATE

This to certify that the project work entitled “A STUDY ON CUSTOMER

SATISFACTION IN THE PONDICHERRY CO-OPERATIVE MILK PRODUCER’S
UNION LTD, PUDUCHERRY” is a bonafide work done by S.DEVANATHAN [ REGISTER
NO: 27348308] in partial fulfillment of the requirement for the award of Master of Business
Administration by Pondicherry University during the academic year 2007 – 2008.

GUIDE HEAD OF DEPARTMENT

Viva-Voce Examination held on

EXTERNAL EXAMINER
 ACKNOWLEDGEMENT

The successful completion of any task would be incomplete without mentioning the
names of persons who helped to make it possible. I take this opportunity to express my gratitude
in few words and respect to all those who helped me in the completion of this summer project.

I express my heartiest and deep gratitude to Mr. N.KESAVAN, Chairman,

Mr. M. DHANASEKARAN, Managing Director and Mr. S.V.SUGUMARAN, Vice-chairman

of Sri Manakula Vinayagar Engineering College.

I am extremely grateful to Our Principal Dr. V.S.K. VENGATACHALAPATHY to

provide necessary and essential facilities to do this project work.

I express our sincere thanks and deep sense of gratitude to our Head of Department Mr.

S.JAYAKUMAR, Department of Management Studies for providing me with an opportunity to

study and for his encouragement, support and guidance to complete this project work

successfully.

I convey my heartiest thanks to Mr.P.GUNASEKARAN, MARKETING MANAGER,

The pondicherry co-operative milk producer’s union, Puducherry, who kindly granted permission

to do this project work in his esteemed organization.

Finally, I express our sincere thanks and deep sense of gratitude to my parents and friends

for giving timely advice in all the ways and in all aspects for the success of this project work.
 ABSTRACT

The Project has been done in The Pondicherry Co-operative Milk Producer Union Ltd.
The title of the project is “Customer Satisfaction in the Pondicherry Co-operative milk
Producer’s Union”.

The study starts with an Company’s profile and also the need for study, review of literature
and objectives are set out for the study. Research methodology, Data analysis & Interpretation,
Findings and Suggestions of the study follow.

One of the main areas of the project is the analysis part, where the data are analyzed &
interpreted, to find out the Customer Satisfaction. Some of the tools used in Customer
Satisfaction analysis are regarding to:

 Percentage Method.
 Chi-Square Method.
And then conclusions, limitations & scope for further study were discussed.
 TABLE OF CONTENTS
CHAPTER TITLE PAGE NO

LIST OF TABLES
LIST OF CHARTS
INTRODUCTION
I 1.1 Profile of Organization 1
1.2 Need for the Study 8

II REVIEW OF LITERATURE 9

III OBJECTIVES 14

IV RESEARCH METHODOLOGY 15

V DATA ANALYSIS AND INTERPRETATION 19

6.1 FINDINGS OF THE STUDY 36

VI
6.2 SUGGESTION AND RECOMMENDATIONS 38

VII CONCLUSIONS 39

8.1 LIMITATIONS OF THE STUDY 40

VIII
8.2 SCOPE FOR THE FUTHER STUDY 41
APPENDICES
42
IX 9.1 QUESTIONNAIRE
44
9.2 BIBLIOGRAPHY
 LIST OF TABLES

S.no TABLE NAME Page No

5.1 Table showing respondents size of the house hold 19

5.2 Table showing respondents age 20

5.3 Table showing respondents sex 21
5.4 Table showing respondents education 22
5.5 Table showing respondents occupation 23
5.6 Table showing respondents consumption time 24
5.7 Table showing respondents purpose of the utilization 25
5.8 Table showing respondents purchase of milk in a day 26
5.9 Table showing respondents opinion about milk in ponlait 27
5.10 Table showing respondents getting a milk regularly in a local booth 28
5.11 Table showing respondents as much quantity of milk as required 29
5.12 Table showing respondents opinion about the price charged for milk 30
5.13 Table showing respondents any leakages in the package of milk 31
5.14 Table showing respondents availability of milk in booth 32
5.15 Table showing respondents type of milk buy from the ponlait 33
Table showing respondent which brand do you prefer if ponlait not
5.16 34
available in the market
5.17 Chi-Square Analysis 35

LIST OF CHARTS

S.no CHART NAME Page No

5.1 Chart showing respondents size of the house hold 19
 5.2 Chart showing respondents age 20
5.3 Chart showing respondents sex 21
5.4 Chart showing respondents education 22
5.5 Chart showing respondents occupation 23
5.6 Chart showing respondents consumption time 24
5.7 Chart showing respondents purpose of the utilization 25
5.8 Chart showing respondents purchase of milk in a day 26
5.9 Chart showing respondents opinion about milk in ponlait 27
5.10 Chart showing respondents getting a milk regularly in a local booth 28
5.11 Chart showing respondents as much quantity of milk as required 29
5.12 Chart showing respondents opinion about the price charged for milk 30
5.13 Chart showing respondents any leakages in the package of milk 31
5.14 Chart showing respondents availability of milk in booth 32
5.15 Chart showing respondents type of milk buy from the ponlait 33
Chart showing respondent which brand do you prefer if ponlait not
5.16 34
available in the market

CHAPTER I
1.1 INTRODUCTION

PROFILE OF THE COMPANY

1.1.1 ORIGIN AND GROWTH

 History tells us that Ponlait came to existence as Pondicherry Milk Supply Society
registered as 1st Co-operative Society in the Union Territory of Pondicherry on 07-02-
1955. Started in a tiny shed its primary objective and focus was to supply milk to the
urban consumers
 As time passed the supply society has diversified its activity from consumer to
producers, and concentrated in increasing the milk production by giving various
assistance / incentives to the milk-producing farmers.
  The Union started procuring milk from the village producers on quality basis from
1970 onwards. To keep pace with the milk production, the Milk Union has also set up a
Dairy Plant with 10,000 ltrs capacity for processing on 12.04.1971.
 During the year 1973 the supply society was converted to co-operative milk
producers’ Union with objective of shifting its focus on the milk producing community
and its welfare.
 With the success of the Amul, the National Dairy Development Board has
programmed to replicate the Anand pattern (collecting the quality milk from the members
and payment of remunerative price in cash regularly and providing milk production
enhancement) all over the nation. The Pondicherry Co- operative Milk Producers’ Union
has also taken up the world’s largest Dairy Expansion Programme, the “Operation Flood”
during the year 1982-1985. With the launching of Operation flood Programme the Dairy
Plant was expanded to 50,000 ltrs capacity per day. All the milk primary co-operative
societies were converted to Anand pattern societies.
 Ponlait has entered the MNEMONIC club conceived, implemented, promoted and
popularized by the NDDB for the entire Dairy Co-operative of the Nation, with effect
from 30.03.2002.

 Thus Ponlait was committed to improve the economic and social uplift of the rural
farming / milk producing community and supplying the urban consumers with good
quality milk
 The only institution in Pondicherry is extending more than a crore every month to
rural economy in cash for the benefit of farming community, by way of Milk Purchase.

1.1.2 ACTIVITES OF DIFFERENT UNITS OF THE MILK UNION

A. MILK PROCURMENT AND INPUT WING

 Ponlait is operating in the Pondicherry Region with 99 affiliated functional Dairy Co-
operative Societies.
  There are 34798 Cattle owners who became members in the Dairy Co-operative Societies
at villages and supplying milk to Ponlait.
 Milk Supplying members are paid fortnightly in cash with remunerative milk price and
inputs in kind.
 The Primary responsibility of procurement and input section is to procure clean and
quality milk from the village cattle owners and carryout milk production enhancement
services.
 To achieve this objective, the procurement & Input wing is conducting various
programmes like Clean Milk Production and Quality Milk Procurement at Dairy Co-
operative Societies.
 Besides the main activity, the milk-supplying members milch animals are also providing
with cattle feed, green fodder and artificial insemination.

B. MILK PROCESSING

 The present handling capacity of the Dairy plant is 50,000 ltrs per day. However
with prudent technical manpower and top managements support an average of 80,000 ltrs
of milk is handled per day and 93,000 ltrs of milk handled in peak.

 3 varieties of milk namely Tonned Milk, Standardised Milk & Premium Milk are
produced as per the consumer requirements. The daily consumer demand is met fully.
Present demand is 62,000 to 65,000 liters per day.
 From the August 2002, the Dairy is supplying 15,000 liters of standardised milk to
school children in the morning under Sri Rajiv Gandhi School Children Break fast
scheme, 1st of its kind in the nation organized by the government of pondicherry. Besides
at present the union is 28,500 liters if milk supplying to the students both in the morning
 and evening. The Evening milk supply effected from 20-10-2005 as desired by the
government of pondicherry.
 Besides milk processing and grading, the Dairy is equipped to produce 15 MTS of
ghee and 1500 kgs of Khoa (milk peda) monthly. The Ponlait ghee and khoa are much
sought after products in the pondicherry town.
 The Dairy is producing 1000-1500 pockets of flavoured milk and 500-1000 of
butter milk every day and sells in pondicherry town.
 The Dairy is also producing Paneer and Curd as per the requirement of the
consumer as and when needed.

C. QUALITY ASSURANCE BY MAKING PROPER MILK TESTING IN

LABORATORY AT DAIRY

 Since the milk is highly perishable commodity, proper care is taken to maintain quality of
the milk right from the point of production to the point of consumption. At the village
level, the milk poured by the individual member producer are tested at the primary
society.
 The milk tested for the quality at society level reaches the Dairy Plant. The raw milk is
tested organoleptically at the Dairy reception dock for its quality and then the individual
society sample are tested for its fat content and other microbial standards.
 Apart form this, the processed milk is sampled at every point of storage during the
process and proper care is taken to maintain quality standards.
 Finally the different varieties of milk are graded and kept ready for packing to the
consumers. The pouched milk samples are randomly taken and tested for its shelf life
after dispatch of the consumers. Presently the milk is dispatched to the market at 5 degree
centigrade in three varieties viz Toned milk 3.0% Fat 8.5% SNF, Standardised milk 4.5%
Fat 8.5% SNF and the Premium milk 5.0% Fat 9.0% SNF. (SNF- Solids Not Fat)
 Day in and Day out maintaining the quality of milk receives the top priority.

D. MARKETING
  The Pondicherry Co-operative Milk Producers’ Union is operating in the Pondicherry
market, selling three different varieties of milk catering to the different segments of the
market, under its brand name “Ponlait”.
 Ponlait is the number one milk brand in the Pondicherry town. Though there are many
private players in the market, Ponlait is the major market shareholder. A market survey
finding indicates that the present market share of Ponlait is around 52%.
 The present average market throughput is 62,000 ltrs per day and the sales is in the
uptrend. It is anticipated that the sales curve may touch its peak (60,100 ltrs monthly
average) during January 2006.
 To cater the urban population, 180 retail outlets are operated by retail sales agents. The
retail outlets are supplied with milk through a network 10 milk distribution routes daily in
the morning and the evening.
 Besides, the Union is also running 9 milk parlours to sell milk and ilk products. Milk is
made available to the urban consumers. 24 hours a day through 5 such parlours.

E. CATTLE FEED

 Ponlait owns a Cattle Feed Plant of 5 MT per day capacity in Thattanchavady Industrial
Estate, Pondicherry-9
 Compounded Cattle Feed is produced with cost effective ingredients and supplied to the
members through Dairy Co-operative Societies on non profit motive.
 Ponlait is extending subsidy of Rs.100/- as provided by the Government of Pondicherry to
each bag containing 50 Kgs of Feed out of the total cost of Rs.312/- per bag
 The present monthly production and supply is 235 MTS.
 In addition Ponlait Cattle Feed is supplied to Neighbouring Villupuram Dist. Dairy also.
 Batch wise the Cattle feed is being tested its quality regularly.
 The balanced compounded Cattle feed produced in the Ponlait Cattle Feed Plant is proved
to be effective for animal health and quality milk production.
 F. ADMINISTRATION

 The Ponlait Administration is vested with the committee of management comprising 12

elected representatives from the Presidents of Dairy Co-operative Societies and a nominee
from National Dairy Development Board, Co-operative Department of Animal Husbandry
and Managing Director of the Milk Union.
 Since the committee of management is dissolved, the Administrator manned by a Deputy
Registrar form the Co-operative Department is looking after in lieu of the Board of
Manageent with effect from 06.09.2002.
 As per the order of the High Court, Chennai, an Advisory Board with the following three
members has been constituted by the RCS in order to guide the Administrator by making
major policy decisions and other administrative matters.
1. Registrar of Co-operative Societies - Chairman
2. State Director, NDDB, Erode - Members
3. Director, AHD, Pondicherry - Members
 At present 173 permanent employees in various cadres are working in the Union.

1.1.3 MILESTONES OF THE COMPANY

SL.NO. MILESTONES YEARS

1 Registred as The Pondicherry Cooperative Milk Supply Society Ltd 1955

2 Foundation stone laid 1968

3 Dairy Plant Commissioned 10000 ltrs capacity 1971

4 Cattle feed Plant commissioned 1971

5 Registred as The Pondicherry Cooperative Milk Producers’ Union Ltd 1973

6 Artificial Insemination implemented 1984

7 Dairy Plant Expanded 10000 to 30000 ltrs capacity 1987&1988

 8 Urea molasses plant implemented 1991

9 Coop. Development Programme implemented 1992

10 Expansion of Dairy Plant to 50,000 ltrs Capacity 1996&1997

11 Internet based Information System (iDIS) implemented 2000&2001

12 Mnemonic symbol adopted 2002

13 Milk supply to School Children under (Rajiv Gandhi Breakfast Scheme) 2002

14 Inaugrated Sofy ice cream sales at Bus stand Parlour (Atchaya Thiruthai) 2005

1.1.4 COMPANY ORGANIZATION CHART

MIS (O)

DEO /
Asst.

D.Helpers
Sr.Assts
(BMC)

(Adm)

Driver
PA to MD

Supdt
AM
Steno

Sr. Assts

Cashier
(Accts)

Supt.
DM
ADMINISTRATOR

Managing Director

(Bact/chem)

D.Helpers
AM (QC)

DA
 AM (CFU)

D.Helpers
Senior
Assts
AM (Mktg)

Supervisor

Clerical

Helpers
(Mktg)
Supdt

Assts
Sales
Prodct/Tech
DM (P&O)

D.Helpers
Sr.Asst
(Store/

Tech./
Supdt
)

D.Helper/AI
Supdt (P&I)

Extn (Asst)
Asst/Typist
DM (P&I)

Dev.Asst
Fodder

Driver
Sr.

1.2 NEED FOR THE STUDY

A study of this nature will make management of an organization to derive the following
benefits.

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. And this study determines
the customers satisfaction towards their product.
 CHAPTER II
REVIEW OF LITERATURE

2.1 CUSTOMER SATISFACTIONS

Customer satisfaction, a business term, is a measure of how products and services

supplied by a company meet or surpass consumer expectation. It is seen as a key performance
indicator within business and is part of the four perspectives of a Balanced Scorecard.

In a competitive marketplace where businesses compete for customer, customer

satisfaction is seen as a key differentiator and increasingly has become a key element of business
strategy.
2.2 MEASURING CUSTOMER SATISFACTION

Organizations are increasingly interested in retaining existing customers while targeting

non-customers; measuring customer satisfaction provides an indication of how successful the
organization is at providing products and/or services to the marketplace.

Consumer satisfaction is an ambiguous and abstract concept and the actual manifestation
of the state of satisfaction will vary from person to person and product/service to product/service.
The state of satisfaction depends on a number of both psychological and physical variables which
correlate with satisfaction behaviors such as return and recommend rate. The level of satisfaction
can also vary depending on other options the customer may have and other products against
which the customer can compare the organization's products.

Because satisfaction is basically a psychological state, care should be taken in the effort of
quantitative measurement, although a large quantity of research in this area has recently been
developed. Work done by Berry, Brodeur between 1990 and 1998 defined ten 'Quality Values'
which influence satisfaction behavior, further expanded by Berry in 2002 and known as the ten
domains of satisfaction. These ten domains of satisfaction include: Quality, Value, Timeliness,
Efficiency, Ease of Access, Environment, Inter-departmental Teamwork, Front line Service
Behaviors, Commitment to the Customer and Innovation. These factors are emphasized for
continuous improvement and organizational change measurement and are most often utilized to
develop the architecture for satisfaction measurement as an integrated model. Work done by
Parasuraman, Zeithaml and Berry between 1985 and 1988 provides the basis for the measurement
of customer satisfaction with a service by using the gap between the customer's expectation of
performance and their perceived experience of performance. This provides the measurer with a
satisfaction "gap" which is objective and quantitative in nature. Work done by Cronin and Taylor
propose the "confirmation/disconfirmation" theory of combining the "gap" described by
Parasuraman, Zeithaml and Berry as two different measures (perception and expectation of
performance) into a single measurement of performance according to expectation. According to
Garbrand, customer satisfaction equals perception of performance divided by expectation of
performance.
 The usual measures of customer satisfaction involve a survey with a set of statements
using a Likert Technique or scale. The customer is asked to evaluate each statement and in term
of their perception and expectation of the performance of the organization being measured.

2.3 CUSTOMER SATISFACTION IN 7 STEPS

By Adrian Thompson February 11th 2002

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

• Encourage Face-to-Face Dealings

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

This goes without saying really. We all know how annoying it is to wait days for a
response to an email or phone call. It might not always be practical to deal with all customers'
queries within the space of a few hours, but at least email or call them back and let them know
you've received their message and you'll contact them about it as soon as possible. Even if you're
not able to solve a problem right away, let the customer know you're working on it.
A good example of this is my Web host. They've had some trouble with server hardware
which has caused a fair bit of downtime lately. At every step along the way I was emailed and
told exactly what was going on, why things were going wrong, and how long it would be before
they were working again. They also apologized repeatedly, which was nice. Now if they server
had just gone down with no explanation I think I'd have been pretty annoyed and may have
moved my business elsewhere. But because they took time to keep me informed, it didn't seem so
bad, and I at least knew they were doing something about the problems. That to me is a prime
example of customer service.

• Be Friendly and Approachable

A fellow Site Pointer once told me that you can hear a smile through the phone. This is
very true. It's very important to be friendly, courteous and to make your clients feel like you're
their friend and you're there to help them out. There will be times when you want to beat your
clients over the head repeatedly with a blunt object - it happens to all of us. It's vital that you keep
a clear head, respond to your clients' wishes as best you can, and at all times remain polite and
courteous.

• Have a Clearly-Defined Customer Service Policy

This may not be too important when you're just starting out, but a clearly defined
customer service policy is going to save you a lot of time and effort in the long run. If a customer
has a problem.Should they contact different people for billing and technical enquiries. If they're
not satisfied with any aspect of your customer service, who should they tell?
There's nothing more annoying for a client than being passed from person to person, or not
knowing who to turn to. Making sure they know exactly what to do at each stage of their enquiry
should be of utmost importance. So make sure your customer service policy is present on your
site -- and anywhere else it may be useful
.
• Attention to Detail (also known as 'The Little Niceties')
Have you ever received a Happy Birthday email or card from a company you were a
client. You ever had a personalized sign-up confirmation email for a service that you could tell
was typed from scratch. These little niceties can be time consuming and aren't always cost
effective, but remember to do them.
Even if it's as small as sending a Happy Holidays email to all your customers, it's something. It
shows you care; it shows there are real people on the other end of that screen or telephone; and
most importantly, it makes the customer feel welcomed, wanted and valued.

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

Sometimes this is easier said than done! However, achieving this supreme level of
understanding with your clients will do wonders for your working relationship Take this as an
example: you're working on the front-end for your client's exciting new ecommerce Endeavour.
You have all the images, originals and files backed up on your desktop computer and the site is
going really well. During a meeting with your client he/she happens to mention a hard-copy
brochure their internal marketing people are developing. As if by magic, a couple of weeks later a
CD-ROM arrives on their doorstep complete with high resolution versions of all the images
you've used on the site. A note accompanies it which reads:
 • Honor Your Promises

It's possible this is the most important point in this article. The simple message: when
you promise something, deliver. The most common example here is project delivery dates.
Clients don't like to be disappointed. Sometimes, something may not get done, or you
might miss a deadline through no fault of your own. Projects can be late, technology can fail and
sub-contractors don't always deliver on time. In this case a quick apology and assurance it'll be
ready ASAP wouldn't go amiss.

Conclusion

Customer service, like any aspect of business, is a practiced art that takes time and
effort to master. All you need to do to achieve this is to stop and switch roles with the customer.
What would you want from your business if you were the client. Treat your customers like your
friends and they'll always come back.

CHAPTER III
` OBJECTIVES OF THE STUDY

PRIMARY OBJECTIVE

 To study on customer satisfaction of milk in ponlait.

SECONDARY OBJECTIVES
  To find out the satisfaction level of customer towards ponlait.

 To identify the customer expectation.

 To recognize the relationship between the customer and company.

 To find the customer attitude towards milk in ponlait.

CHAPTER IV
RESEARCH METHODOLOGY

4.1 RESEARCH

Research in common place refers to a search for knowledge. Research is defined as

systematic and scientific search for pertinent information on specific topic or area of study.

4.2 METHODOLOGY

Methodology is a plan of action for a research project and explains in detail how data are
collected analyzed and presented, so that they will provide meaning information.
4.3 RESEARCH DESIGN

A Research design is purely and simply the framework or plan for the guides the
collection and analysis of data.
It is the overall operational pattern or framework of the project that stipulated the
information to be collected, from which source and what procedures. A Research design might be
described as a series of advance decision that taken together from a specific master plan or the
model for the conduct of the investigation. Descriptive research is used in this project.

4.4 DESCRIPTIVE RESEARCH

This type of research design is undertaken in many circumstances. When the researcher is
interested in knowing the characteristics of certain groups such as age, sex, education level,
Occupation or income etc. The Objective of such study is to answer the “Who, What, When,
Where, and How” of the subject under investigation, so in this project study comes under
descriptive research design.

4.5 RESEARCH INSTRUMENT USED

The questionnaire was found to be the most suitable type of research instrument to collect
data. It is important tool of the research; it is used to generate the raw data on which findings
were based.

4.6 QUESTIONNAIRE CONSTRUCTION

A questionnaire is an assembly of carefully formulated questions, designed to collect facts

and options from the respondents. It’s an important tool of the research; it is used to generate the
raw data on which findings were based.

The aim of the designing questionnaire was

 o To obtain accurate data
o To make interview as interesting and stimulating
o To be easily analysis
o To facilitate efficient administration of information.

4.7 SOURCE AND COLLECTION OF DATA

The task of data collection begins after research problems have been defined and research
design chalked out. Data is the foundation for all marketing research. The researchers can obtain
data form.

Primary data
Secondary data

4.7.1 Primary data

Primary data are those, which are collected afresh and for the first time, and thus happens
to be original in character for this study, primary data involves questionnaires.

4.7.2 Secondary data

Profile of the company has been used for information of the study.

4.8 SAMPLING PLAN

Due to cost and time involved in collecting the data from all the respondents, it becomes a
compulsion to choose representation. Sampling plan explains the
o Sampling unit
o Sampling size
o Sampling method
 o Area of sampling

• Sampling Unit:

The sampling unit is who is to be surveyed? That is sampling unit is who are all the
respondent is called sampling unit. The sampling units for this study are customers of Ponlait,
Puducherry.

• Sampling Size:

The sample size for this study is 100.

• Sampling Method:

Different types of sampling methods are available. In this study the convenience sampling
was selected for this research. This sampling method used the principles of non-probability
technique.

• Area Of Sampling:

The area of sampling was taken in puducherry state.

4.9 STATISTICAL TOOLS

To arrange and interpret the collected data the following statistical tools were used.

1. Percentage Method.
2. Chi- square Analysis.

1. PERCENTAGE METHOD:
 The percentage method was extensively used for findings various details. It is used for
making comparison between two or more series of data. It can be generally calculated.

No. of respondents favorable

Percentage of Respondents = x 100
Total no. of respondents

2. CHI – SQUARE ANALYSIS

Chi- square analysis in statistics to text the goodness of fit to -verify the distribution of
observed data with assumed theoretical distribution

The formula for computing Chi – Square (x

x2 = Σ{(O-E)^2/E}

CHAPTER V

DATA ANALYSIS AND INTERPRETATION

TABLE 5.1

TABLE SHOWING SIZE OF THE HOUSE HOLD OF REPONDENTS

NO.OF
S.NO PARTICULAR RESPONDENTS PERCENTAGE
1 3 42 42%
2 5 52 52%
3 >5 6 6%
` Total 100 100%
 CHART 5.1
CHART SHOWING SIZE OF THE HOUSE OF RESPONDENTS
size of hosue hold
60

50

40

30

20
Percent

10

0
3 5 >5

size of hosue hold

INFERENCE

From the above table 52% of respondents belongs to the size of the house hold 5 and 42% of
the belongs to the size of the house is 3 and 6% of respondents belongs to the size of the house
hold is more.

TABLE 5.2
TABLE SHOWING AGE OF THE RESPONDENTS
 S.NO PARTICULAR NO.OF PERCENTAGE
RESPONDENTS
1 15-25 32 32%
2 25-35 45 45%
3 35-45 23 23%
Total 100 100%

CHART 5.2

CHART SHOWING AGE OF THE RESPONDENTS

age
50

40

30

20

10
Percent

0
15-25 25-35 35-45

age

INFERENCE
From the above table 45% of the respondents are between 25 yrs to 35 yrs and 32% of the
respondents are between 15yrs to 25yrs and 23% of the respondents are between 35yrs to 45.

TABLE 5.3
TABLE SHOWING SEX OF THE RESPONDENTS
 S.NO PARTICULAR NO.OF PERCENTAGE
RESPONDENTS

1 male 51 51%
2 female 49 49%
Total 100 100%

CHART 5.3
CHART SHOWING SEX OF THE RESPONDENTS

sex
60

50

40

30

20
Percent

10

0
male female

sex

INFERENCE

From the above table 51% of the respondents are male who comes and buy the milk and
49% of the respondents are female who comes and buy the milk.

TABLE 5.4
TABLE SHOWING EDUCATION OF THE RESPONDENTS
 S.NO PARTICULAR NO.OF PERCENTAGE
RESPONDENTS
1 SSLC AND HSS 36 36%
2 Degree 56 56%
3 Un Education 8 8%
Total 100 100%

CHART 5.4
CHART SHOWING EDUCATION OF THE RESPONDENTS

education
60

50

40

30

20

10
Percent

0
sslc and hsc degree uneducation

education

INFERENCE

From the above table 56% of the respondents education are Degree holder and 36% of the
respondents are SSLC and HSS and 8% of the respondents are uneducated.

TABLE 5.5
TABLE SHOWING OCCUPATION OF THE RESPONDENTS
 NO.OF
S.NO PARTICULAR RESPONDENTS PERCENTAGE

1 Agriculture 22 22%
2 Business 49 49%
3 Salaried 22 22%
4 Others 7 7%
Total 100 100%

CHART 5.5
CHART SHOWING OCCUPATION OF THE RESPONDENTS

occupation
60

50

40

30

20

10
Percent

0
agriculture business salaried others

occupation

INFERENCE
From the above table 49% of the respondents occupation is business and 22% of the
respondent occupation is agriculture and 22% of the respondents occupation is Salaried and other
are 7%.

TABLE 5.6
 TABLE SHOWING CONSUPTION OF TIME

S.NO PARTICULAR NO.OF

RESPONDENTS PERCENTAGE
1 Twice a day 47 47%
2 Once a day 53 53%
Total 100 100%

CHART 5.6
CHART SHOWING CONSUPTION OF TIME

consumption time
60

50

40

30

20
Percent

10

0
twice a day once a day

consumption time

INFERENCE

From the above table 53% of the respondents buy the milk once a day and 47% of the
respondents buy the milk twice a day.
 TABLE 5.7
TABLE SHOWING PURPOSE OF THE UTILIZATION

S.NO PARTICULAR NO.OF PERCENTAGE

RESPONDENTS
1 Family 31 31%
2 Tea stall 47 47%
3 Others 22 22%
Total 100 100%

CHART 5.7
CHART SHOWING PURPOSE OF THE UTILIZATION

purpose of utilization
50

40

30

20

10
Percent

0
family tea stall others

purpose of utilization

INFERENCE

From the above table 47% of the respondents purpose of utilization is Tea stall and 31%
of the respondents purpose of utilization is family and 22% is other purpose.
 TABLE 5.8
PURCHASE OF MILK IN A DAY

S.NO PARTICULARS NO.OF

RESPONDENTS PERCENTAGE
1 200 ml 25 25%
2 500 ml 27 27%
3 1000ml 13 13%
4 > 2 lt 35 35%
Total 100 100%

CHART 5.8
CHART SHOWING PURCHASE OF MILK IN DAY
quantity
40

30

20

10
Percent

0
200 ml 500 ml 1000ml > 2 lt

quantity

INFERENCE

From the above table 27% of the respondents are buying 500ml of milk in a day and 25%
of the respondents are buying 250ml of milk in a day and 5% of the respondents are buying more
than 2lts of milk in a day and 13% of respondents are buying 1lts of milk in

TABLE 5.9
 TABLE SHOWING OPINION ABOUT THE MILK IN PONLAIT

S.NO PARTICULAR NO.OF

RESPONDENTS PERCENTAGE
1 Good 33 33%
2 Satisfactory 59 59%
3 Bad 8 8%
Total 100 100%

CHART 5.9
CHART SHOWING OPINION ABOUT THE MILK IN PONLAIT

opinion
70

60

50

40

30

20
Percent

10

0
good satisfactory bad

opinion

INFERENCE
From the above table 59% of the respondents told that satisfactory and 33% of the
respondents told that good and 8% of the respondents told that bad
Regarding the opinion about the milk in ponlait.

TABLE 5.10
 TABLE SHOWING GETING A MILK REGULARLY IN LOCAL BOOTH

S.NO PARTICULAR NO.OF PERCENTAGE

RESPONDENTS
1 Yes 53 53%
2 No 47 47%
Total 100 100%

CHART 5.10
CHART SHOWING GETING A MILKREGULARLY IN LOCAL BOOTH

con in local booth

60

50

40

30

20
Percent

10

0
yes no

con in local booth

INFERENCE

From the above table 53% of the respondents are told that they can get a milk regularly in
local booth and 47% of the respondents are told that they can’t able to get the milk regularly in
local booth.

TABLE 5.11
AS MUCH QUANTITY OF MILK AS REQUIRED FROM THE LOCAL BOOTH
 S.NO PARTICULAR NO.OF
RESPONDENTS PERCENTAGE
1 Yes 66 66%
2 No 34 34%
Total 100 100%

CHART 5.11
CHART SHOWING AS MUCH QUANTITY OF MILKAS REQUIRED FROM THE
LOCAL BOOTH

milk required
70

60

50

40

30

20
Percent

10

0
yes no 21

milk required

INFERENCE

From the above table 66% of the respondents told that as much of quantity milk are
recovered from the booth and 34% of the respondents told that as much of quantity milk can not
recovered from the booth.

TABLE 5.12
TABLE SHOWING THE PRICE CHARGED FOR MILK
 S.NO PARTICULAR NO.OF PERCENTAGE
RESPONDENTS
1 high 54 54%
2 low 16 16%
3 satisfaction 30 30%
Total 100 100%

CHART 5.12
CHART SHOWING THE PRICE CHARGED FOR MILK

price charge
60

50

40

30

20

10
Percent

0
high low satisfication 11

price charge

INFERENCE
From the above table 54% of the respondents told that price charged is high and 30% of the
respondents told that price charged is satisfaction and 16% of the respondents told that price
charged is low.

TABLE 5.13
TABLE SHOWING ANY LEAKEGES IN THE PACKAGE OF MILK
 S.NO PARTICULAR NO.OF
RESPONDENTS PERCENTAGE
1 never 28 28%
2 occasionally 52 52%
3 frequently 20 20%
Total 100 100%

CHART 5.13
CHART SHOWING ANY LEAKEGES IN THEPACKAGE OF
MILK

leakage
60

50

40

30

20
Percent

10

0
never occasionally frequently

leakage

INFERENCE

From the above table 52% of the respondents told that there will be occasionally leakage
in the pack and 28% of the respondents told that there will be never leakage in the pack and 20%
of the respondents told that frequently leakage in the pack.
 TABLE 5.14
TABLE SHOWING AVALABILITY OF MILK IN BOOTH

S.NO PARTICULAR NO.OF

RESPONDENTS PERCENTAGE
1 available 58 58%
2 not available 42 42%
Total 100 100%

CHART 5.14
CHART SHOWING AVALABILITY OF MILK IN BOOTH

availability of milk
60

50

40

30

20
Percent

10

0
available not available

availability of milk

INFERENCE

From the above table 58% of the respondents told the milk is available in the booth and
42% of the respondents told the milk is not available in the booth.

TABLE 5.15
TABLE SHOWING TYPE OF THE MILK BUY FORM THE PONLAIT
 S.NO PARTICULAR NO.OF
RESPONDENTS PERCENTAGE
1 Tonned milk 33 33%
2 Flavored milk 58 58%
3 Butter milk 7 7%
4 Others 2 2%
Total 100 100%

CHART 5.15
CHART SHOWING TYPE OF THE MILK BUY FORM THE PONLAIT

range of milk con

70

60

50

40

30

20
Percent

10

0
tonned milk flavored milk butter milk others

range of milk con

INFERENCE

From the above table 58% of the respondents are opted for flavored milk and 33% of the
respondents are opted for tonned milk and 7% of the respondents opted for butter milk and 2%
opted for others.
TABLE 5.16
 TABLE SHOWING WHICH BRAND DOES YOU PREFER IFPONLAIT IS NOT
AVAILABE IN THE MARKET

S.NO PARTICULAR NO.OF PERCENTAGE

RESPONDENTS
1 Ruchi 47 47%
2 Arokiya 41 41%
3 Komatha 12 12%
Total 100 100%

CHART 5.16
CHART SHOWING WHICH BRAND DOES YOU PREFER IFPONLAIT IS NOT
AVAILABE IN THE MARKET

alternative
50

40

30

20
Percent

10

0
ruchi arokiya komatha

alternative

INFERENCE

From the above table 47% of the respondents offer for the ruchi and 41% of the
respondents offer for the arokiya and 12% of the respondents offer for the komatha.

TABLE 5.17 CROSS TABULATION

 Cases
Valid Missing Total
N Percent N Percent N Percent
con in local 100 100.0% 0 .0% 100 100.0%
booth *
occupation

Con in local booth * occupation Cross tabulation

Count
occupation Total
agriculture business salaried others
con in local yes 13 25 12 3 53
booth
no 9 24 10 4 47
Total 22 49 22 7 100

Chi-Square Tests
Value df Asymp. Sig. (2-sided)

Pearson Chi-Square .715 3 .870

Likelihood Ratio .717 3 .869
Linear-by-Linear Association .332 1 .564

N of Valid Cases 100

2 cells (25.0s%) have expected count less than 5. The minimum expected count is 3.29.

CHAPTER VI
6.1 FINDINGS OF THE STUDY
• 52% of respondents belongs to the size of the house hold 5 and 42% of the belongs to
the size of the house is 3 and 6% of respondents belongs to the size of the house hold is more 5.
• 45% of the respondents are between 25 yrs to 35 yrs and 32% of the respondents are
between 15yrs to 25yrs and 23% of the respondents are between 35yrs to 45yrs.
• 51% of the respondents are male who comes and buy the milk and 49% of the
respondents are female who comes and buy the milk.
• 56% of the respondents education are Degree holder and 36% of the respondents are
SSLC and HSS and 8% of the respondents are un education.
• 49% of the respondent’s occupation is business and 22% of the respondent occupation
is agriculture and 22% of the respondent’s occupation is Salaried and other are 7%.
• 53% of the respondents buy the milk once a day and 47% of the respondents buy the
milk twice a day.
• 47% of the respondents purpose of utilization is Tea stall and 31% of the respondents
purpose of utilization is family and 22% is other purpose.
• 27% of the respondents are buying 500ml of milk in a day and 25% of the respondents
are buying 250ml of milk in a day and 35% of the respondents are buying more than 2lts of milk
in a day and 13% of respondents are buying 1lts of milk in a day.
• 59% of the respondents told that satisfactory and 33% of the respondents told that good
and 8% of the respondents told that bad regarding the opinion about the milk in ponlait.
• 53% of the respondents are told that they can get a milk regularly in local booth and
47% of the respondents are told that they can’t able to get the milk regularly in local booth
• 66% of the respondents told that as much of quantity milk are recovered from the booth
and 34% of the respondents told that as much of quantity milk can not recovered from the booth.
• 54% of the respondents told that price charged is high and 30% of the respondents told
that price charged is satisfaction and 16% of the respondents told that price charged is low
• 52% of the respondents told that there will be occasionally leakage in the pack and 28%
of the respondents told that there.
• will be never leakage in the pack and 20% of the respondents told that frequently
leakage in the pack.
• 58% of the respondents told the milk is available in the booth and 42% of the
respondents told the milk is not available in the booth.
• 58% of the respondents are opted for flavored milk and 33% of the respondents are
opted for tonned milk and 7% of the respondents opted for butter milk and 2% opted for others.
• 47% of the respondents offer for the ruchi and 41% of the respondents offer for the
arokiya and 12% of the respondents offer for the komatha

6.2 SUGGESTION AND RECOMMENDATIONS

 The respondent of the consumption of the milk once a day is not more greater than the twice a
day. So the consumption of the milk once a day has to be increased.

 The Purpose for utilization shows that tea stall is utilizing more when compare to the family
utilization. So the family utilization has to be increased by way of creating a awareness
programs to the family.

 Opinion of the ponlait milk show 59% says satisfactory and the 33% says it good. So the
ponlait has to improve from satisfactory level to good by increasing its quality and services.
 The milk regularly getting from the local booth is not at the satisfactory level because 47% of
the customers says that milk is not getting regularly. So the ponlait has to meet the customer
demand regularly. So it has to increase its producing the milk.

 The price charged by the ponlait shows that 54% of the customer says its high and 30% of the
customers satisfactory. So that ponlait has to reduce the price up to some extend.

 Leakage in the package of the milk occasionally 52%. So in order to avoid the leakages in the
pack. The ponlait has to increase the quality of the package in order to avoid the leakage.

 Availability of milk in the booth is not up to satisfactory level because 42% of customers say
that they are not getting milk from the booth. So the ponlait has to increase the producing of
the milk in higher quantity.

 When compare to flavored milk, the tonned milk and the butter milk sales is less. The ponlait
has to increase the sales volume of the tonned milk and butter milk by giving from offer to
that milk.

CHAPTER VII
CONCLUSION

Consumer are satisfied with the ponlait for its Quality, price .Their is shortage of milk
booth. So the Company has increased the milk booth. So that he customer can able to get the milk
easily from the milk booth. The demand in the market is more for Ponlait milk. So that the
puducherry government should take a step to give a subsidiary for the cattle owners. So that the
demand for the milk in the market can be increased by this way.
 CHAPTER VIII

8.1 LIMITATIONS OF THE STUDY

• The entire study applies only to the Pondicherry Co-operative Milk Producer’s Union Ltd,
Puducherry.
• 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.
 8.2 SCOPE FOR THE FURTHER STUDY

• To provide a valuable suggestions and recommendations to the company on the basis of

analysis & interpretation.
• To make the study as reliable in nature.
• To do the study in a logical and systematic way.
• Project helps to deal with forecasting the needs for the company.
 CHAPTER IX
APPENDICES
9.1 QUESTIONNAIRE

1. Name:

2. Size of the house hold

a) No. of adults b) No. of children

3. Age :
4. Sex :
a) Male b) female

5. Education :

6. Occupation :
a) Agriculture b) business c) salaried d) others

7. How many times do you purchase milk

a) Twice a day b) once a day

8. Purpose of utilization
a) family purpose b) tea stall c) other

9. How much quantity of milk do you purchase in a day

a) 200 ml b) 500 ml c) 1000 ml d) 2 lts

10. What is the opinion about the quality of milk

a) Good b) satisfactory c) bad

11. Are you getting milk regularly from local booth

a) yes b) no
12. Can you get as much quantity of milk as required from a local booth
a) yes b) no

13. What do you feel about price charged

a) high b) low c) satisfactory

14. Do you find any leakages in the package or any bad smell in the package
a) Never b) occasionally c) frequently
 15. How do you feel the availability of milk in the booth
a) regularly b) available c) not available

16. Which type of milk you usually buy from ponlait

a) Tonned milk b) flavored milk c) butter milk d) others

17. If the product is not available in the market which brand do you prefer
a) Ruchi b) Arokiya c) komatha d) tamil milk

18. Any suggestions for improvement

9.2 BIBLIOGRAPHY

1. KOTHARI.C.R, “Research methodology- Methods & Techniques” New Age International

(P) Ltd. New Delhi, Second edition,2004
2. GUPTA S.P, “Statistical Methods” Sultan chand & sons Publishers New Delhi, Thirty fourth
editions, 2005.
3. PHILIP KOTLER “MARKETING MANAGEMENT” eleventh edition.