A STUDY ON CUSTOMER SATISFACTION ON AAVIN MILK

[IN KRISHNAGIRI TOWN]

A project Report submitted to the ANNA University, CHENNAI in
partial
Fulfillment of the Requirements for the Award of degree

MASTER OF BUSINESS ADMINISTRATION

Submitted by
R. RAJESH KUMAR
[REG.NO. 611811]
Under the Guidance of
Dr. P. Ponramu, LLB., M. com., M.B.A., M. Phil., Ph.D.,
Principal

Department of Management Studies

Arignar Anna College (Arts & Science)
Krishnagiri-635 001
(Affiliated to Periyar University, Salem)
JANUARY - 2011

CERTIFICATE
This is to certify that the project entitled, A STUDY ON

CUSTOMER

SATISFACTION

ON

AAVIN

KRISHNAGIRI TOWN
work

done

MILK

IN

is bonafide record of
and

submitted

by

Mr.R.RAMKUMAR,REG.NO.08AHA2348 in partial fulfillment for

the award of the degree Bachelor of Business Administration of
Periyar

University,

COLLEGE

Salem-11.

Through,

ARIGNAR

ANNA

(ARTS & SCIENCE), KRISHNAGIRI

during the year 2010-2011, the project represents the original

work on the part of the candidate under my Guidance. This has
not been previously submitted for the award of any Diploma
Degree Associates ship or other similar titles.

Place Krishnagiri
Guide
Date -

Head of Department

Internal Examiner

Signature

of

the

Principal

External Examiner

ACKNOWLEDGEMENT
I

feel

great

pleasure

to

thank

our

founder

Dr. M. THAMBIDURAI. MA. M. Phil, Ph.D. ADHIYAMAAN

group of educational institution Krishangiri, who provides facilities
to me during the course of this study.
I

am

thankful

Dr.P.Ponramu,LLB.,M.com.,MBA.,M.Phil.,Ph.D.,

to
Principal of

Arignar Anna College (Arts & Science) for providing the necessary
facilities to carry out this project work successfully.
It is my pleasure to extend my gratitude and sincere thanks
to my guide Dr. Ponramu, Principal & HOD to the Business
Administration in Arignar Anna College (Arts & Science),
Krishnagiri for his constant help, Guidance, Inspiration and
encouragement extended to me and also helped me with number
of references. His inspiring ideas and creative talents are visible
on almost every page of my Study.
I also wish to express my sincere thanks to the department
faculty members for their guidance and encouragement.
Last but not the least I wish to thank my beloved parents
friends who have helped me to do the project work successfully.

DECLARATION
I hereby declare that this project work entitled. A STUDY

ON

CUSTOMER

KRISHNAGIRI

SATISFACTION

TOWN

submitted

ON
to

AAVIN

PERIYAR

MILK

IN

UNIVERSITY,

SALEM-11. in partial requirement for the award of the degree

Bachelor of Business Administration is a record of original work
done by me during the period of study 2010-2011 in ARIGNAR
ANNA COLLEGE (ARTS & SCIENCE), KRISHNAGIRI under the
Guidance of Dr. P. Ponramu, LLB., M.Com., MBA., M. Phil., Ph.D.,
This has not been previously submitted for the award of any
Diploma Degree Associates ship or other similar titles.

Place Krishnagiri
candidate
Date -

Signature of the

[R. RAM
KUMAR]

LIST OF CONTENTS
Chapter. No.

TITLE
INTRODUCTION AND DESIGN OF THE
STUDY

I.
1.1

Introduction

1.2

Review of Literature

1.3

Statement of The Problem

1.4

Objectives of The Study

1.5

Period of Study

1.6

Research Methodology

1.7

Sampling

1.8

Frame Work of Analysis

1.9

Limitation of The Study

1.10
II.

Scheme of Chapterisation

PROFILE OF THE STUDY

2.1

Introduction

2.2

Company Profile

2.3

Product Profile

2.4

Indian Dairy Industry Introduction

2.5

Fresh Milk

2.6

Consumer Habits And Practices

2.7

Market Size And Growth

2.8

Constituents Of Milk

PAGE

2.9

Health Safety And Welfare Measures

2.10

Quality And Control

2.11

Milk Product

III.

ANALYSIS OF CUSTOMER SATISFACTION

IN AAVIN MILK

IV.

ANALYSIS OF CUSTOMER SATISFACTION

LEVEL AND PERSONAL DETAILS

Findings
Suggestions
Conclusion
Appendix
Bibliography

LIST OF TABLES
Table
No.

Title
LIST OF TABLES

Age Wise Classification Of Respondents

Gender Wise Classification Of Respondents

Marital Status Wise Classification Of Respondents

Educational Qualification Wise Classification Of

Respondents

Occupation Wise Classification Of Respondents

Monthly Income Wise Classification Of Respondents

Place Of Residence Wise Classification Of

Respondents

Family Size Wise Classification Of Respondents

Aavin Milk Users Of The Respondents

10

Reason For Using Aavin Milk Of The Respondents

11

Respondents Source To Know About Aavin Milk

12
13

The Usage Period Of Aavin Milk Used By The

Respondents
Monthly Expenditure Of Aavin Milk By The
Respondent

14

Competitive Positions Of The Aavin Milk Products

15

Recommended Aavin To Others Of Respondents

16

Aavin Compare Other Products

17

The Respondents Advertising To Aavin Products

Page
No.

LIST OF FIGURES
Table
No.

Title
LIST OF FIGURES

4.1

Age

4.2

Gender

4.3

Marital Status

4.4

Educational Qualification

4.5

Occupation

4.6

Monthly Income

4.7

Place Of Residence

4.8

Family Size

Page
No.

CHAPTER I
INTRODUCTION
AND
DESIGN OF THE STUDY

CHAPTER I
1.1

Introduction

1.2

Review Of Literature

1.3

Statement Of The Problem

1.4

Objectives Of The Study

1.5

Period Of Study

1.6

Research Methodology

1.7

Sampling

1.8

Frame Work Of Analysis

1.9

Limitation Of The Study

1.10

Scheme Of Chapterisation

CHAPTER II
PROFILE OF THE STUDY

CHAPTER II
2.1

Introduction

2.2

Company Profile

2.3

Product Profile

2.4

Indian Dairy Industry Introduction

2.5

Fresh Milk

2.6

Consumer Habits And Practices

2.7

Market Size And Growth

2.8

Constituents Of Milk

2.9

Health Safety And Welfare Measures

2.10

Quality And Control

2.11

Milk Product

CHAPTER III
ANALYSIS OF
CUSTOMER SATISFACTION
IN AAVIN MILK

CHAPTER III
1

Age Wise Classification Of Respondents

Gender Wise Classification Of Respondents

Marital Status Wise Classification Of Respondents

Educational Qualification Wise Classification Of

Respondents

Occupation Wise Classification Of Respondents

Monthly Income Wise Classification Of Respondents

Place Of Residence Wise Classification Of Respondents

Family Size Wise Classification Of Respondents

Aavin Milk Users Of The Respondents

10

Reason For Using Aavin Milk Of The Respondents

11

Respondents Source To Know About Aavin Milk

12

The Usage Period Of Aavin Milk Used By The Respondents

13

Monthly Expenditure Of Aavin Milk By The Respondent

14

Competitive Positions Of The Aavin Milk Products

15

Recommended Aavin To Others Of Respondents

16

Aavin Compare Other Products

17

The Respondents Advertising To Aavin Products

CHAPTER IV
ANALYSIS OF CUSTOMER
SATISFACTION LEVEL AND
PERSONAL DETAILS

CHAPTER IV
4.1

Age

4.2

Gender

4.3

Marital Status

4.4

Educational Qualification

4.5

Occupation

4.6

Monthly Income

4.7

Place Of Residence

4.8

Family Size

CHAPTER V
FINDING SUGGESTIONS
&
CONCLUSION

CHAPTER V
Findings
Suggestions
Conclusion
Appendix
Bibliography

APPENDIX

BIBLIOGRAPHY