05 Project Final

CUSTOMER SATISFACTION
INTRODUCTION
Whether the buyer is satisfied after purchase depend on the offers performance
in relation to the buyer expectation. In general satisfaction is a person's feelings of
pleasure or disappointment resulting from comparing a products perceived
performance relation to his/her expectations. If the performance falls short of
expectation, the customer is dissatisfied. If the performance matches the expectation
customer is satisfied. If the performance exceeds the expectation the customer is
highly satisfied.
Customer satisfaction cannot be very difficult. After all you either satisfied
with the services you receive or you are not. If it is that easy, then obtaining people's
opinion about how satisfied they are with relatively straight forward matter- or is it.
Customer satisfaction is a marketing tool and a definite value added benefit. It is often
perceived by customers as important as the primary product or service your
organisation offers.
It looks at what is involved from 3 different angles, the first is from the view
of an organisation wishing to understand, and measures, how satisfied its customer are
with the products and services they receive from it. The second is from the
perspective of a research agency that has been asked to obtain feedback from
customers and about their experiences when dealing with companies. Finally it
considers the issue from the perspective of consumers who participate in surveys,
including both business customers and members of general public
MEANING OF CUSTOMER SATISFICATION

Customer satisfaction is a business term, is a measure of how products and
services supplied by a company meet or surpass customer expectation. It is seen as a
key performance indicator within business and part of the four prospective of
balanced score card.
In a competitive market place were businesses compete for customers,

customer satisfaction is seen as a key differentiator and increasingly has become a key
VCR INSTITUTE OF MANAGEMENT STUDIES, CHITTOOR Page 1

element of business strategy customer satisfaction drives successful private sector

business. High performing businesses have developed principles and strategies for
achieving customer satisfaction. This paper presents a framework or set of ideas for
using customer satisfaction principles and strategies to improve the quality
responsiveness, and possibility of public sector privately provided services in
vulnerable communities. The framework suggested that resident who live in tough
neighbourhoods can be supported through customer satisfaction strategies to become
empowered individuals who informed perspectives influence decisions about what,
how, when, and where services are available to them.
Customer satisfaction is the customers response to the evaluation of the

perceived discrepancy between prior expectation and the actual performance of the
product as perceived after its consumption.
DEFINITION
Codotte, woodruff and Jenkins (1987) define customer satisfaction as
"conceptualized as a feeling developed from an evaluation of the experience."
Here, the timing of satisfaction response is driving consumption. But there is

general agreement with kotler (2003) that "customer satisfaction is a person's feeling
of pleasure or disappointment resulting from comparing a products perceived
performance in relation to his or her expectation."
In short customer satisfaction is "The provision of goods or services which

fulfil the customer expectation in terms of quality and service, in relation to price
paid."
FACTORS OF CUSTOMER SATISFACTION
1. Quality of service.
2. Reliability of service.
3. Knowledge of the staff.
4. The way service kept its promises.
5. The way the service handled any problem friendliness of staff.
6. How sympathetic staff were to your needs.
7. Number of time had to contact the service.

Organizations are increasingly interested in retaining existing customers while

targeting non-customers; measuring customer satisfaction provides an indication how
successful is the organisation at providing products and/or services to the market
place.
Customer satisfied 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
behaviours such as return and recommend rate. The level of satisfaction can also vary
depending on other options the customer can compare the organizations products.
Because satisfaction is basically a psychological state, care should be taken in

effort of quantitative measurement, although a large quantity developed. Work done
by berry (bart allen) and brodewr between 1990 and 1998 defined ten 'quantity values'
which influence satisfaction behaviour, further expanded by berry in 2002 and known
as the ten domains of satisfaction.
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 exceptation of performance of the
organization being measured.
The university of michigan's American consumer satisfaction is a scientific

standard of consumer satisfaction academic research has shown that the national
ACSI score is a strong predictor of gross domestic product growth, and an even
stronger predictor of personal consumption expenditure (PCE) growth. On the micro
economic level, research has shown that ACSI data predicts stock market
performance, both for market indices and for individually traded companies.
The process, by which an individual selects, organizes and interprets stimuli

into a meaningful and coherent picture of the world. A stimulus is any unit of input

to any of the senses. Examples of stimuli (i.e. sensory input) include products,
packages, brand names, advertisements and commercials.
A market consists of all the potential customers sharing a particular need or

want who might be willing and able to engage in exchange to satisfy that need or
want. Marketing is a total system of trustiness activities designed to plan, price,
promote and distribute the want satisfying product, services and ideas to target market
in order to achieve organizational objectives.
Marketing Research is the function, which links the consumer, customer and
public to the market through information. Information used to identify and define
Marketing opportunities and problems; generate, define and evaluate marketing
actions; monitor marketing performance and improve the understanding of marketing
as a process. Marketing Research specifies the information required to address these
issues; design the method for collecting information. Managers implements the data
collection process; analysis the results; and communicate the bindings and their
implications.
Generally, Marketing Management is mostly interested in obtained the sales

potential or each of the Geographic Market it serves to help determine the amount of
sales effort that should be allocated to specific market. Market or sales potential must
be started for a given period of time Market Potential and sales forecast are not the
same thing although the two are at same time used interchangeable.
Marketing was a far simpler subject. Consumer marketing largely operated on

mass marketing principles, and business marketing primarily concerned itself with
how to build the best sales force. The retail landscape was populated with major
department stores, regional supermarket food chains, and a very large number of
mom-and-pop stores. Most marketing thinking focused on making the sale.
In those days, marketers faced a number of tough decisions. They has to

determine product features and quality, establish accompanying services, set the price,
determine the distribution channels, decide how much to spend on marketing, and
decide how to divide their resources among advertising, sales force, and other
promotion tolls.

Todays marketers, of course, face the same tough decisions. But todays
marketplace is enormously more complex. Domestic markets, at one time safe from
foreign invaders, are now the happy hunting grounds of giant global corporations as
well as global niche specialists. Major strides in technology have considerably
shortened time and distance: New products are launched at an astonishing pace and
are available world wide in a shore time. Communications media are proliferating.
New distribution channels and formats keep appearing. Competitors are everywhere
and hungry.
In the midst of these changes, busy consumers are changing their ways. To
save time, they are shopping with catalogs, the telephone, and the computer. Today
consumers can search the internet to find the best price for a car. They can handle
most of their banking needs over the phone or by computer. They can buy insurance
and carry out financial transactions without working with an agent or broker.
Consumers dont even need to visit the supermarket: Using Peapod, Streamline, or
Net grocer, they can place orders over the internet and have the groceries delivered to
their homes. Nor do they need to buy a newspaper to get their news; in f act, they can
get a customized version of the Wall Street Journal every morning.
The changes for business buyers are also profound. Using the internet,
purchasing agents can search for the best vendors and values. General Electric has
created the Trading Process Network (TPN) where GE, along with other subscribers
to GEs service, can request quotes, negotiate terms, and place orders with global
suppliers. Purchasing agents can go on-line to www.dell.com and order specific
computers with customized features.
These new shopping capabilities signify a brand new world of proliferating

opportunities and proliferating threats. Silicon Valley is only one symbol of a Brave
New World characterized by digitalization, robotization, telecommuting, artificial
intelligence, virtual reality, and other technological advances. At the same time, what
is a magnificent opportunity for millions of consumers and business is a major and
sometimes deadly threat to others. Banks will have to close branches; travel agencies
and brokerage firms will need to reduce staffs; automobile manufactures will reduce
the number of auto dealerships; and many bookstores, music stores, and video stores
will close their doors. Technological advances are a double-edged sword: They
create opportunities and they destroy opportunities.
This new world is also characterized by an amazingly rich information

environment. Consumers will be able to access objective information on competing
brands, including costs, prices, features, and quality, without relying on individual
manufactures or retailers. In many cases, they will be able to specify the customized
features they want. They will even be able to satisfy the prices they are willing to pay,
and wait for the most eager sellers to respond. The result is a dramatic sift of
economic power from sellers to buyers.
Dairy companies are recognizing the inevitability of customers value

migration: Customers will continuously shift toward suppliers who can deliver greater
value. As buyers adopt new shopping routines, companies that have heavy
investments in the older ways of providing value have only two courses of action.
They can pursue maintenance marketing, an effort to convince customers that they
still offer the most value, or they can pursue transformational marketing, an effort to
recognize to deliver greater value.
Dairy companies recognize that a major revolution is taking place in markets

and marketing. More companies today are striving for leadership in specific markets
instead of accepting second-rate positions in mass markets. Companies are
emphasizing retaining customers rather than simply acquiring new ones. Companies
are expanding their offerings mix in a bid for customer share, not just market share.
Companies are identifying their more profitable customers and giving them
extraordinary service. Companies are basing their decisions on customer lifetime
value rather than on immediate profit maximization.
Yet even companies that undertake these changes need marketing vision and
marketing know how to succeed. Many managers think of marketing as a company
department whose job is to analyze the market, discern opportunities, formulate
marketing strategies, develop specific strategies and tactics, propose a budget, and
establish a set of controls. But there is more marketing: Marketing must also put the

rest of the company to be customer-oriented and market-driven. Marketing must

convince everyone
In the company and in its larger network to create and deliver superior
customer value.
Marketing is more than a company department. It is an orderly and insightful

process for thinking about and planning for markets. The process is applicable to
more than just goods and services. Anything can be marketed ideas, events,
organizations, places, personalities. The process begins with researching the relevant
marketplace to understand its dynamics and to identify opportunities to meet existing
or latent needs. It involves segmenting the market and selecting those segments that
the company can satisfy in a superior way. It involves formulating a broad strategy
and refining it into a detailed marketing mix and action plan. It involves carrying out
the plan, evaluating the results, and making further improvements.
This chapter entertains the general field of consumer (customer) satisfaction
research in a manner expanding upon more general treatises. Whereas the field has
been studied from many perspectives, the most common appearing in the areas of
customer satisfaction surveys and customer satisfaction strategy, an alternative
approach will be proposed. Most typically, works on customer satisfaction survey
measurement take the form of how to form scales and summarize results, and those
on customer satisfaction strategy take the form of how to generate satisfied
customers and alleviate dissatisfaction. While these are worthy endeavors, it remains
that little in-depth analysis has been performed on conceptually-based managerially
actionable strategies within the satisfaction response. Unfortunately, these early
perspectives have not significantly advanced the progress of satisfaction work for
some time and it wasnt until many and diverse perspectives were integrated,
elaborated, and extended that others began the study of conceptual satisfaction in
earnest. Here, the underlying mechanisms of how consumers construct, consciously or
subconsciously, their satisfaction conclusions are explored so that a grander strategy
of fostering satisfaction and diminishing dissatisfaction can emerge. This will allow
new actionable strategies resulting in more diverse practical implications for practice.

Readers interested in greater detail and elaboration, including discussion of topics not
covered here, should consult the authors original work (Oliver, 1997).
CUSTOMER SATISFACTION: WHAT IS IT?

Recent interpretations in the consumer domain now couch satisfaction as a
fulfillment response. Fulfillment implies that a consumption goal is known, as in basic
motives of hunger, thirst, and safety. However, observers of human behavior
understand that these and other goals can be and frequently are modified and updated
in various ways. Thus, consumer researchers have moved away from the literal
meaning of satisfaction and now pursue this concept as the consumer experiences and
describes it. In Oliver (1997, p. 13), the following meaning has been proposed as
being consistent with the conceptual and empirical evidence to date:
Satisfaction is the consumers fulfillment response. It is a judgment that a
product or service feature, or the product or service itself, provided (or is providing) a
pleasurable level of consumption-related fulfillment, including levels of under- or
over-fulfillment. Here, pleasurable implies that fulfillment gives pleasure or reduces
pain, as when a problem in life is solved. Thus, individuals can be satisfied just to get
back to normalcy, as in the removal of an aversive state (e.g., pain relief). Moreover,
fulfillment is not necessarily limited to the case of met needs. Over-fulfillment can be
satisfying if it provides additional unexpected pleasure; and under-fulfillment can be
satisfying if it gives greater pleasure than one anticipates in a given situation. Note
that it has not been necessary to provide a separate discussion of dissatisfaction. If the
word displeasure is substituted for pleasure in the satisfaction definition,
dissatisfaction results. Thus, the displeasure of under-fulfillment typically is
dissatisfying and, interestingly, over-fulfillment may be dissatisfying if it is
unpleasant the case of too much of a good thing.
A number of related, but important, concepts are frequently used

interchangeably with satisfaction, although closer inspection reveals that they are
actually distinct from satisfaction despite the fact that they may be related to
satisfaction in various ways. Generally, they represent either the affective
(liking/pleasure) or cognitive (thinking/judging) components of product and service
experience although some are hybrids of the two. Within the antecedent categories,

moods may play a role in satisfaction formation. These are positive or negative
feelings of a largely non-thinking nature, although certain events may have preceded
their appearance. Qualtiy, in contrast, is a cognitive judgment that summarizes the
exceptionally good (or bad) elements of the product, especially when compared to
other direct alternatives or offerings (brands). Thus, value results when consumers
compare what is to be received (e.g., performance) to the acquisition costs (e.g.,
financial, psychological, effort). Another antecedent concept that is actually a hybrid
affective-cognitive judgment is attitude. It is a relatively stable judgment that a
product or service has desirable or undesirable properties. The judgment takes the
form of a liking or disliking and is based on many separate evaluations of product
features. Whereas moods can emerge as pure feeling states, attitudes result from
deliberate processing of (product- or service-related) information. Unlike satisfaction,
consumers do not have to experience consumption to have formed an attitude; hence
attitudes can exist prior to purchase/usage. Satisfaction, in contrast, is a post-usage
phenomenon, is purely experiential, and results from comparative processes,
discussed next; attitudes do not require comparisons.
INDUSTRY PROFILE
DAIRY INDUSTRY
Dairy is a place where handling of milk and milk products is done and
technology refers to the application of scientific knowledge for practical purposes.
Dairy technology has been defined as that branch of dairy science, which deals with
the processing of milk and the manufacture of milk products on an industrial scale.
The dairy sector in the 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. During 1997-98, the State had 60 milk processing plants with an aggregate
processing capacity of 5.8 million litres per day. In addition to these processing plants,
123 Government and 33 co-operatives milk chilling centers operate in the State.
Also India today is the lowest cost producer of per litre of milk in the world, at
27 cents, compared with the U.S' 63 cents, and Japans $2.8 dollars. Also to take
advantage of this lowest cost of milk production and increasing production in the
country multinational companies are planning to expand their activities here. Some of
these milk producers have already obtained quality standard certificates from the
authorities. This will help them in marketing their products in foreign countries in
processed form.
The urban market for milk products is expected to grow at an accelerated pace
of around 33% per annum to around Rs.43,500 crores by year 2005. This growth is
going to come from the greater emphasis on the processed foods sector and also by
increase in the conversion of milk into milk products. By 2005, the value of Indian
dairy produce is expected to be Rs 10,00,000 million. Presently the market is valued
at around Rs7,00,000 mn.
MILK PRODUCTION FROM 1950 TO 2020
1950 17 million tonnes

1996 70.8 million tonnes

1997 74.3 million tonnes
(Projected) 2020 240 million tonnes
Expected to reach- 220 to 250 mt 2020
India contributes to world milk production rise from 12-15 % & it will
increase up to 30-35% (year 2020)
RESEARCH AND DEVELOPMENT IN DAIRY INDUSTRY

The research and development need to the dairy industry to develop and
survives for long time with better status. The various institute and milk dairy
companies R and D results provide base for todays industry growth and development.
The research and development of products of dairy, like yogurt and cheese market
research and company reports provides insights into product and market trends,
analysis opportunities, sales and marketing strategies will help local milk unions to
develop and spread world wide through obtaining this knowledge. Specific on market
share, segmentation, size and growth in the US and global markets are also helps
industry to expand its market worldwide even small union also.
DEVELOPMENT OF FOOD PROCESSING INDUSTRY

The food processing industry sector in India is one of the largest in terms of
production, consumption, export and growth prospects. The government of accorded
it is a high priority, with a number of fiscal relieves and incentives, to encourage
commercialization and value addition to agriculture produce, for minimizing harvest
wastage, generating employment and export growth.
Food processing industry is providing backbone support to the milk industry.
The development food products by using milk can give good market opportunities to
produces milk.
PRODUCTS AND INDUSTRY STATUS

Among the products manufactured by organized sector are Ghee, Butter,

Cheese, Ice-Creames, Milk powders, Melted milk food, Infant food, condensed milk
etc.. some milk products like Casein and Lactose are also being manufactured lately.
Therefore, there is good scope for manufacturing these products locally.
Liberalization of the economy has led to a flood of new entrants, including
MNCs due to good prospects and abundant supply.
INVESTMENT POTENTIAL IN MILK PRODUCTS

At the present rate of growth, India is expected to overtake the US in milk
production by the year 2010, when demand is expected to be over 125.69 ml.tn. Being
largely imported, manufacture of casein and lactose has good scope in the country.
Exports of milk products have been decentralized and export in 2005-2010 is
estimated at 71.875 cr.
India is the world leader in milk production with total volume of 115 million
tons. Driven by steady population growth and rising income, milk consumption
continues to rise in India. Dairy market is currently growing at an annual growth rate
of around 7 per cent in volume terms. The market size of Indian dairy industry stands
at around US$ 45 billion.
Since Indias population is predominantly vegetarian; milk serves as an

important part of daily diet. Indians use milk in various preparations such as in
brewing tea and coffee, in making yogurt or curd and in preparing many Indian
dishes. For most households, milk is also a popular beverage due to its nutritional
value.
In India, rural households consume almost 50 percent of total milk production.
The remaining 50 percent is sold in the domestic market. Of the share of milk sold in
the domestic market, almost 50 percent is consumed in fluid form, 35 percent is
consumed as traditional products (cheese, yoghurt and milk based sweets), and 15
percent is consumed for the production of butter, ghee, milk powder and other
processed dairy products (including baby foods, ice cream, whey powder, casein, and
milk albumin).

Most dairy products are consumed in the fresh form and only a small quantity
is processed for value addition. In recent years, however, the market for branded
processed food products has expanded. Although only around 2 per cent food is
processed in India, still the highest processing happens in the dairy sector, where 35
per cent of the total produce is processed, of which only 13 per cent is processed by
the organized sector.
Sri Sai Dairy with 185 million cows and 154 million buffaloes. Have the
largest population cattle in the world. Total cattle population in the country as on
October 2010 stood at 339 million. More than 50% of buffaloes and 20% of cattle in
the world are found in India and most of these are milk cows and milk buffaloes.
Sruthi Milk dairy sector contributes a large share in agriculture gross domestic
products. Presently there are around 70,000 village dairy cooperatives across the
country. The cooperative societies are federated into 170 district milk producers
unions, which in turn have 22 state cooperative dairy federations. Milk production
gives employment to more leading producer of milk in the world followed by USA.
The milk production in 1999-00 estimated at 78 million metric tons as compared
expected to increase to 81 million metric tons by 2000-01. Of this total produce of 78
million cows milk constitute 6 million metric tones while rest is from other.
While world milk production declined by 2% up last three years, according to

FAC estimates. Indian production has increased by 4%. The milk production in India
accounts for more than 13% of the total world output and 57% of total Asias
production. The top view milk producing nations in the world are idea, USA, Russia,
Germany and France.
Although milk production has grown at a fast pace during the last three
decades milk yield per animal is very low. The main reasons for the low yield are:
1. Lack of use of scientific practices in milking.
2. Inadequate availability of fodder in all seasons.
3. Non-availability of veterinary health services.

INDIA: WORLD LARGEST MILK PRODUCER
India has become the worlds no.1 milk producing country. United States
where the milk production is anticipated to grow only marginally at 71 million tones,
occupied the slot till 1997. In the year 1997, Indias milk production was on par with
the U.S at 71 million tones.
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
braid growth and modernization is largely credited to contribution of dairy
cooperatives, under the operation flood (of) project, assisted by many multi-lateral
agencies, including the European union the world bank in the Indian context of
poverty and malnutritions, milk has a special role to play for its man notional
advantages as well as providing supplementary income to some 79 melon farmers in
over 500,000 remote villages.
MARKET SIZE AND GROWTH
Market size for milk (sold in loss/packaged from) is estimated to be 36 million

metric tones valued at Rs.470 billion; the market is currently growing at round 4% per
annum in volume terms. The milk surplus states in India are Uttar Pradesh, Punjab,
Haryana, Rajasthan, Gujarat, and Maharashtra, Andhra Pradesh, Karnataka and
TamiLnadu. The manufacturing of milk products is concentrated in these milk surplus
states. The top 6 states viz.
Uttar Pradesh, Punjab, Madhya Pradesh, Rajasthan, Tamilnadu and Gujarat

together account for 58% of national production.
Milk production grew by a mere 1% per annum, between 1947 and 1970.
Since the early 70's under operation flood, production growth increased significantly
averaging over 5% per annum.
About 75% of milk is consumed at the household level, which is not a part of
commercial dairy industry. Loose milk has a larger market in India as it is perceived
to be fresh by most consumers. In reality however. It poses a higher risk of
adulteration and contamination.

The production of milk products, that is milk products including infant milk
food, malted food, condensed milk and cheese stood at 3.07 lacks metric tons in 1999.
Production of milk powder including infant milk food has risen to 2.25lkh metric tons
in 1999, whereas that puff-malted food is at 65,000 metric tons cheese and condensed
milk production stands at 5000 and 11000 metric tons respectively in the same year.
MAJOR PLAYERS
The packaged milk segment is dominated by the dairy cooperatives. Gujarat

cooperative milk Marketing Federation (GCMMF) is the largest player. All other
local dairy cooperatives have their local brands (for e.g. Gokul, Warana in
Maharashtra, Sarasin Rajasthan, verka in Punjab, Vijaywada in Andhra Pradesh,
Avian in Tamil Nadu, etc.)
Other private players include J.K.Dairy, Heritage Foods, Indian Dairy, and
Dairy Specialties etc. Amrut industries, once a leading player in the sector has turned
bankrupt and in facing liquidation.
EXPORT POTENTIAL
India has the potential to become one of the leading players in milk product
exports.
LOCATION ADVANTAGE
India is located amidst major milk deficit countries in Asia and Africa. Major
importers of milk and milk products are Bangladesh, China, Hong Kong, Singapore,
Thailand, Malaysia, Philippines, Japan UAD, Oman and other gulf countries, all
located close to India.
CONCERNS IN COMPETITIVENESS ARE QUALITY
Significant investment has to be made in milk procurement equipment,

chilling and refrigeration facilities. Also, training has to be imparted to improve the
quality to bring it up to international standards.
PRODUCTIVITY

To have an exportable surplus in the long term and also to maintain cost
competitiveness, it is imperative to improve productivity of Indian cattle.
FOREIGN COLLABORATION IN INDIA
The liberalization of the Indian economy in 1991 has attracted multinational

dairy enterprises in hundreds. Specialty dairy products like cheese; casein, lactose
and multinational corporations are now manufacturing whey proteins in India. The
advent of foreign brands produced in India is changing the profile in the national dairy
industry.
PACKAGING TECHNOLOGY
The local milkman initially sold milk door to door. When the diary
cooperatives initially started marketing branded milk, it was sold in glass bottles
sealed with foil. Over the years several developments in packaging media have taken
place. In the early 80s plastic pouches replaced the bottles. Plastic pouches made
transportation and storage very convenient, besides reducing costs. Mild packed in
plastic pouches/bottles have a shelf life of just 1-2 days, that too only if refrigerated.
FUTURE PROSPECTS
Sri Sruthi Milk dairy sector is expected to triple its production in the next 10
years in view of expanding potential for export to Europe and the West. Moreover
with WTO regulations expected to come into force in coming years all the developed
countries which are among big exporters today would are the withdraw the support
and subsidy to their domestic milk products sector.
DAIRY EQUIPMENTS
Designed with the aid of latest technology, our range of Dairy Equipment is
appreciated for optimum performance and durability. Offered at industry leading
price, these are widely in milk industry to store and process milk. We offer our range
in different specifications provided by our clients.

HOMOGENIZER
We are reckoned as one of the chief Dairy Homogenizer Manufacturers, Exporters

and Suppliers based in India. Made using superior quality raw material, these Dairy
Homogenizers are widely demanded in dairy industry due to their better performance
and high efficiency. The Dairy Homogenizers offered by us are widely appreciated for
enhancing the consistency of a product by dispersion. The Dairy Processing Plants
offered by us are known for upgrading the co lour, flavor and appearance of the
products and even avoid occurring of the ring formation.
Advantages :
Better product stability

Smoothness of product
Avoids rise of the cream layer
DAIRY PRODUCTS
Utilizing our years of experience and advanced infrastructure, we offer our clients
Dairy equipment, which is in compliance with international quality standards. In-built
features, for better compatibility with continuous as well as batch mode of process
designing, makes it perfect choice for various industries such as food processing and
milk dairy.

INDUSTRIAL HOMOGENIZER
We are one of the leading manufacturers of Turn Key Liquid Milk Dairy Plants or
dairy processing plants, which are manufactured using superior quality raw material.
These are heavily demanded in dairy industry due to efficient performance and cost
effectiveness. Our range is equipped with in-built features to ensure proper
functioning.
MILK PASTEURIZERS
HTST continuous pasteurizers are extensively used for pasteurization of milk and
cream in dairy & food industries. Plate heat exchangers based pasteurizer offer
enormous convenience for processing milk, cream with flexibility, high thermal
efficiency and effective heat transfer. The system is compact, requires minimal space
and is very easy to expand capacity by adding additional plates.

SKID MOUNTED PROCESS

We have utilized over a decade experience for creating synergies with global
technologies so as to bring out a locally acceptable techno-commercially viable range
of dairy equipments. We have utilized a generic strategy of cost leadership through
focus on quality and integration of different dairy equipments in a dairy project. You
may always rely on our equipment for international quality at domestic prices. The
equipments have inbuilt features for better compatibility with continuous as well as
batch mode of process designing.
Services for Dairy Industry:
Boilers, Hot Water Generator, Thermal Fluid Heater's Erection and

Commissioning.
HT / LT Cabling, Power Control Centre, Motor Control Centre, Complete
Fabrication Erection and commissioning.
Effluent treatment plant for dairy industry.
Milk, Butterfat and Milk Powder Packing Automatic Form Fill and Seal
(FFS) machines.
Conveyor and product flow automation system.
Complete refrigerated chain systems for dairy and food industry.
PASTEURIZER
We are the largest manufacturer of high quality pasteurizing machine.

CREAM SEPARATOR
We are the largest manufacturer of high quality cream separator machines .It can
process 80 liters milk per hour.
Max. milk output, l/h 80
Drum rotational speed, min-1 10500
Number of disks in drum, pcs 10 to 12
Milk bowl capacity, l 12
Max. butter-fat content in 0.05

skimmed milk, %
Cream/skimmed milk volume 1:4 to 1:10

proportion adjustment range
STORAGE TANK
We manufacture custom storage tanks for the
chemical, pharmaceutical and food process industries

MILK PUMP
We manufacturer and exporter of milk pump and dairy milk pump with high quality
and fully automatic
Our range of pumps is appreciated owing to the following features:
Low power consumption
High performance
Excellent suction performance
High capacity
WEIGH BOWL
The superior quality of Weigh Bowl manufactured by our company is made from
good quality raw material which makes them durable.

HOT WATER GENERATOR
We design & manufacture various types of process heat equipments like hot water
generators, agro waste fired hot water generators and hot water boilers.
Features are
1. Rugged construction
2. Low maintenance
3. High efficiency
REFRIGERATION SYSTEM
We are engaged in the supply of ice bank tank that are in high demand in the domestic
market. Manufactured from superior quality SS (304) these are used for dairy, chilled
milk tank, plate heat exchanger.
COLD ROOM
Carrier panels are manufactured in thickness of 60mm,80mm,100mm,120mm and

150mm.
Carrier offers indigenous equipments ranging from 1 HP to 5 HP for positive

temperature and 1.6 HP to 3.2 HP for negative temperature applications.
For larger refrigeration equipments, Carrier offers imported equipments from own
overseas factories and sourcing partners.
Carrier offers end to end solutions from farm to retail covering wide spectrum of
applications such as Pre-cooling, Blast freezer, IQF, Controlled atmosphere/Modified
atmosphere and large cold storages.

CONVEYOR
We are the largest manufacturing of high quality automatically operated conveyers.
Conveyor systems are used widespread across a range of industries. These systems
are commonly used in many industries, including the automotive, agricultural,
computer, electronic, food processing,[4] aerospace, pharmaceutical, chemical, bottling
and canning, print finishing and packing.
Types of conveyer systems are:
1. Belt conveyer
2. Flexible conveyer
3. Vertical conveyer.... etc
KHOVA MAKING MACHINE

We are the largest manufacturer of high quality
with fully automatic khova making machine.
Motor Gear: 1 HP Single Phase
Blower Motor: 0.5 HP Single Phase (Diesel Burner)
Fuel Consumption: 1 to 2 Liter Diesel / Kerosene or 500 to 600 gm of LP Gas /
10Litre
Production Cap: 30 Liter Milk convert to khova per hour
Operated By: Only one un-skilled labour

BUTTER CHURNING MACHINE

The company exclusive range of butter churn that can churn out quality butter. Made
of quality materials these butter making machine are in accordance with an
international standards.
COMPANYPROFILE
SRUTHI MILK PRODUCTS PVT.LTD. Was started in the year 2002 by
Mr.BABU REDDY, M.B.A Chairman. The managing director of the Sruthi Milk
Products Pvt.Ltd was S.NEERAJAKSHULU NAIDU M.B.A. SRUTHI MILK
PRODUCTS PVT. LTD. Was situated in Chittoor (Dt.), Andhra Pradesh. An area
where basic raw material milk is available in plenty. The main function of the
company is to procure the milk (raw) in and around Sadum taluk and process the milk
at factory, pack the processed milk and supply in to the Chennai and Bangalore cities.
The product range of the company is

1. Milk (toned, full cream milk)
Toned Milk which is having 3% fat and have 8.55 of SNF (solid not fat) which
is available at Rs.13/- Per.ltr.
Full cream milk which is having 6.5% fat and have 9% of SNF (solid not fat)
which is available at Rs.16/- per.ltr.
2. Cream
3. Ghee
SRUTHI MILK PRODUCTS PVT. LTD. enjoys excellent reputation as a fair and
reliable of raw milk from dairy farmers.
QUALLITY CONTROL
The most significant aspect of S.S dairy is its quality products reflecting its
sound quality functions. It has well equipped laboratory with the sound work culture.
Recognizing quality as they key to prosperity the dairy has laid specific emphasis on
quality control operates with major functions like assessing commercial quality,
minimizing spoilages ensuring quality conformity milk and milk products, exercising
process controls, assessing sanitation, status of equipment, inspection of additives
formulation of standards and inspections of packaging materials, developing test
methods, stability and accelerated tests for quality guarantee of the products and
review of market complaints for improving the production practices.
Procurement
Production Sruthi Milk Promotion

Dairy
Pvt.Ltd.
processing

SRUTHI MILK PRODUCTS PVT LTD FOUR PS OF

PROFITABLE DAIRY
Procurement
Production
Processing
Promotion
PROCUREMENT
Procurement covers collection of milk from rural producers or contractors,

including setting up of chilling centers. Provisions of laboratory equipment and
supplies milk vending machines, cattle welfare including feeding and fodder and
transportation.
PRODUCTION
Promotion includes activities of producing various types of liquid milk. The

conventional whole toned and standardized as well as innovative like extra, nutrition
for school children, pregnant mothers, the aged and infirm, low fat for the calorie
conscious.
PROCESSING
Processing products includes that the collected milk is stored and after storing
the milk is converted in to toned milk and full cream milk, ghee and cream is made
from the milk in the dairy.
PROMOTION
Promotion covers activities like brand promotion setting by dairy parlors,

buying milk in bulk and repacking to self, distribution, which will result in building
and image either nationally and regionally.
Sruthi Milk Products Private Limited is a professionally managed company
engaged in the manufacture of a wide range of Dairy Products which include Milk in
Sachets, Sweets, Flavored Milk, Curd in Cups and Sachets, Milk Powder, Butter,
Ghee and Butter Oil both in bulk as well as in consumer packs..
Established in 1998, Sruthi Milk Products (P) Ltd. is one of the fastest
growing Private Sector Enterprises in India with a team of dedicated professionals.
The company has one of the most modern and versatile plants in the Indian Dairy
Industry with state-of-the-art technology. Sruthi Milk Products (P) Ltd. products meet
stringent quality control tests and cater to the premium segment of the market for
Dairy Products. Sruthi Milk Products (P) Ltd. is presently implementing an expansion
programmer and proposes to launch new products in the near future.
Presently our market presence is in Andhra Pradesh, Karnataka and Tamil

Nadu. We handle more than 12 Lakh liters of milk per day in our packing stations and
dairy plant, which is the single largest plant in the state of Andhra Pradesh. Our
Administrative Office is located at Narasarao Pet, Guntur Dist and Registered /
Corporate Office is located at Madhapur, Hyderabad.
Sruthi Milk Products (P) Ltd. sells a rich, varied offering of nutritious, tasty
and healthy food products under well-known brand. Taste, health, convenience,
reliability and vitality for consumers are key characteristics.
Our milk comes from cattle herd that receive the best care along with healthy
and nutritious diet in the form of quality feed to ensure that they produce wholesome,
high-quality milk.
THE MAJOR CONTRIBUTORS TO THE SUCCESS OF SRI SAI

DAIRY (P) LTD. ARE:-
Milk Procurement Network

Superior sales and marketing prowess
Strategic technological & infrastructural advantage
Efficient human investment
We have the advantage of

Procurement of Quality Buffalo and Cow milk through a strong network of

chilling centers spread across states of Andhra Pradesh, Tamil Nadu and
Karnataka.
Strong roots in local markets and first-hand knowledge of the local culture.
Business intelligence and technical expertise that is applied to serve our
consumers.
Strong management focus

PRODUCT PROFILE
The milk sold in the market as buffaloes milk is often mixed with cows milk,
buffaloes milk has portion of total solid and fats and then cows milk and admits of
large dilution with water. So highly rich in fat contents.
TYPES OF MILK
According to quality (fat) we can divide in to three types of milk they are.
1. Toned milk ,which is having 3%fat and have 8.5% of SNF(solid not fat) which
is available at Rs.16/- per.ltr.
2. Full cream milk which is having 6.5% fat and have 9% of SNF which is
available at Rs.20/- per. lit.
3. Skim milk which is having 05 fat and have 6% of SNF which is available at
Rs.10/- per.ltr.
THE SRUTHI MILK PRODUCTS PVT LTD HAS THREE

PRODUCTS
1. Milk (toned full cream, skim)
2. Cream
3. Ghee
4. Curd
Competitors for Sruthi Milk Products Pvt.Ltd.
1. Nandini
2. Heritage
3. Dodla
4. Sangam
5. Tirumala.
NEED FOR THE STUDY

Most marketers see the goal of marketing their product or services for
maximizing their profits but customer satisfaction is very important to every company
for future existence. So it is very necessary for every company to satisfy the needs of
the customer as they produce goods or services required by the customers because
they produce goods or services as required by the customer.
SCOPE OF THE STUDY

The study is limited to find out the marketing strategies of the most popular
brands in Chittoor District
The study can be over looked in qualitative nature rather than quantitative,
since it tries to know the opinions, view, expectations and satisfaction of dealers and
customers towards the Sruthi Milk Products. Also maximum effort has been taken to
see the final result of the work becomes a reliable one.
OBJECTIVES OF THE STUDY

GENERAL OBJECTIVE
To study the satisfy of Custmers and Dealers of Sruthi Milk Products in

Chittoor District.
SPECIFIC OBJECTIVES
To know the perception of the customers regarding of Sruthi Milk Products .
To know the expectations of customers regarding of Sruthi Milk Products .
To find out the preferences of customers in choosing a particular brand.
To find the present satisfaction level index of of Sruthi Milk Products on a
five- point scale through customers.

LIMITATIONS OF THE STUDY
As the time is just 6 weeks for the study, the survey is confined to Chitoor district
only.
Some technical terms in the data collection instrument (questionnaire) may not be
understandable to some customers.
As customers were busy they spend little time in survey process
The result of the research depends upon data collected and analysis. So if any
manipulated data from respondent data from respondent affect research findings.

RESEARCH METHODOLOGY
SOURCES OF DATA
Primary Data:
The primary data has been collected by a predefined questionnaire and also by
interviewing the customers directly.
Secondary Data:
The secondary data has been collected from books, publications, journals, of the
company and also from internet
COLLECTION OF DATA
SAMPLE DESIGN : The sample design consists of the following components

SAMPLE UNIT : customers
SAMPLE SIZE : 100
SAMPLE PROCEDURE : Questionnaires
SAMPLING METHOD : I have used simple random sampling method to collect the data.
STATISTICAL TOOL
Number of respondents
Percentage method = *100
Total number of responds

SOURCES OF DATA
The study required both primary and secondary data;
A. PRIMARY DATA
Primary data has been collected by interviewing certain executives who were
chosen on the basis of their in depth knowledge and experience in the
company. The interviews in nature are under to gain as much information as
possible.
B. SECONDARY DATA
Secondary data was obtained from the past records file and reports of the
organization also from other financial statements.

REVIEW OF LITERATURE
MEANING OF CUSTOMER SATISFACTION
"A man without a smiling face must not open a shop."Chinese Proverb
Many organizations have not got a clue about the customers perceive the
goods and services they supply. Customers attitude to be that so long as people buy
their products then the products must be accepted.
Firstly, customer may buy a given product of services simply because there is
no other option and they would prefer to purchase what you are offering them to go
out altogether.
Secondly, the fact that a product or services may be accepted does not mean
that it will continue to sell. Competitors may see opportunities, customer expectations
may change customer tastes may move on. If standards dont rise and service evolve
and then download sales will appear.
A worse situation arises when the organizations havent got a clue of the
customers perceptions but think they have. Another situation is when the
organization dont have clue of their customers perception and dont care either the
org may believe that it is in a monopoly situation and its customers cant go else
where. Sometimes organizations believe that it know best what customer should want
and therefore supply them with a centrally designed product.
If resultant product or service has defects, then it is perceived to be a problem

for the customer. Some orgs solicit customer feed back or it way whether they like it
or not and then do nothing about it. Finally we come to the point where we realize
how important customer feed back is in the case of organizations, which helps the
orgs to determine how efficiently it is solving the customer and determine customer
satisfaction. This feed back answers the following questions to find out.
Who are your customers?

Where are they likely to be your customer?
What does your customer want?
How does your customer fell?

What does your customer think?
How can you make your customer feel valued?
What sort of initiatives would your customers appreciate?
What can you do keep your customers?
How can you give yourself a competitive advantage so as far as your customers are
concerned?
Now that we have spoken of customer satisfaction, let us define what it is:
According to Philip Kotler Customer satisfaction is the level of a person felt state
resulting from comparing a products perceived performance in relation to the persons
expectations.
Thus satisfaction levels are a function of the deference between the perceived
performance and expectation. A customer one of the three board levels of satisfaction
as follows.
If performance fails short of expectations customer if dissatisfied

If performance matches expectations/customer is satisfied.
If performance is grater then expectations customer is highly satisfied Pleased or
delighted.
Expectations of a buyer are formed on any of the following ways.
Buyer past experience.
Statements by friends
Associates
Marketer
Promise
Companies seeking to win in todays markets track their customers
expectations, perceived company performance and customer satisfaction.
They must monitor the aspects of their competitors as well.
They key to customer retention is customer satisfaction a satisfied customer is one.
Buy more and stays loyal, longer.
Buys additional products as the company introduces and upgrades products
Pays less attention to competing brands and advertisement
Fewer prices sensitive

Offers products or services, ideas to company
Costs less to serve the customers so transactions are routed
Thus a company would be wise to regularly measure customer satisfaction company
should enquiry from its recent buyers and determine how many are
Highly satisfied
Somewhat satisfied
Indifferent
Somewhat dissatisfied
Highly dissatisfied
It should find out the major factors in customer satisfaction and
dissatisfaction and use this information to improve its performance.
A customer oriented would track its customer satisfaction level each period
and set improvement goals for customer oriented company. Customer satisfaction is
both a goal as well as marketing tool. Companies that achieve high customer
satisfaction rating make sure that their target market know it; Companies can
maximize customer satisfaction in the following manner: By lowering price or
increasing its service (this may result in lower profile). The company might be able to
increase in profitability in other ways, such as improving manufacturer or inverting
more in research and development.
The company as many stock holders including employees, dealers and stock
holders.
Spending more to increase customer satisfaction would direct funds from

increasing satisfaction of their partners.
Ultimately, the company must operate on the philosophy that it trying to

deliver a high level of customer satisfaction. Subject to delivering at least acceptable
levels of satisfaction to the other stockholders with in the constrains of its total
resources. Here we see that an org has to look n the above aspects before it really sets
on the mission of maximizing customer satisfaction.

Customer satisfaction is the extent to which a product perceived performance

marches buyers .Customer satisfaction with a purchase depends on how well
products performance lives up to the expectation. It is the key influence on future
buying behavior. Satisfied customers often switch expectations; the customers are
highly satisfied or delighted.
Smart companies aim to delight customers by promising only what they can
deliver, then delivering more than they promise. Highly satisfied customers produce
several benefits for the company. Satisfied customers are fewer prices sensitive. They
talk favorably to others about the company and its products and remain loyal for a
longer period. However, the relationship between customer satisfaction and loyalty
varies greatly across industries and competitive situations.
The interaction between expectation and actual product performance produces

satisfaction or dissatisfaction. Many marketers go beyond merely meeting the
expectations for customers they aim to delight the customers.
A dissatisfied customer responds differently. Whereas on average a satisfied

customer tells 3 people about the good product experience, a dissatisfied customer
gripes to 11 people. Therefore a company would be wise to measure customer
satisfaction regularly.
IMPORTANCE OF CUSTOMER SATISFACTION
Most marketers see the goal of marketing as those of maximizing not

consumption but customer satisfaction every company exist because they produce
goods or services as required by the customer. So it is very important that these which
the company produces should satisfy the needs of customers.
FACTORS AFFECTING CUSTOMER SATISFACTION
Sales support
Service support
Invoicing and toner supply

The principle objective of the study is to examine the improvement in customer

satisfaction.
To examine and analyses the reason for customer dissatisfaction if any and
other suggestions for improvement. To analyze the competitors services and their
degree of command in the market.
WHY CUSTOMER SATISFACTION
Traditionally it was thought that keeping customers happy be achieved by

producing high quality products, where quality was defined by the company internal
standards.
However, it is now recognized that a companys competitiveness is jointly

determined by its external quality which is the customers own judgment of the
products and services of a company and internal quality
There is considerable evidence that satisfied customers are with positive

perceptions are loyal customers. That is they buy more, more often and are willing to
any pay more higher prices. Also to the extent that customers view the companys
performance as being high quality. They may also recommend it to others. On the
other hand, dissatisfied customers are a powerful source of negative word of mouth.
Thus customer perceived quality an important determined of market share for a
company. Thus measuring and improving customers quality perceptions held
achieved the companys objectives of increased profitability and market share. It is
essential to understand the dynamics of our relationship with our customers or achieve
or maintain out long term business success.
The company must therefore have reliable measure of customer satisfaction

and manage customer expectations. Companies world wide have used customer
satisfaction measurement as a strategic and tactical tool for bringing out change in
customer perceptions improvement in a day service delivery to great financial
advantage.

To maximize our business and maintain and lead over our competitors, we
must have a committed customer base who will back that commitment with loyalty
(both in buying in our service centres).
This is what survey attempts at achieving.
METHODS OF TRACKING AND MEASURING CUSTOMER

SATISFACTION
COMPLAINTS SUGGESTIONS SYSTEM
A customer cantered org would male it easy for its customers to deliver
suggestions and complaints e.g. installing suggestion boxes, questionnaire.
CUSTOMER SATISFACTION SURVEY
A Company must not conclude that it can get a full picture of customer
suggestions system. Responsive companies obtain direct measure of customer
satisfaction by conducting periodic surveys. They send questionnaire or make
telephone calls to find out how they feel about the rating aspects of the companys
performances. They will also solicit buyer view on competitors performance.
GHOST SHOPPING
Another way to measure customer satisfaction is to hire persons to pose as

potential buyers to report their findings okay strong and weak point they experienced
in buying the company and competitors products. Managers can themselves pose as
shoppers and experience first hand, the treatment they receive as customer.
LOST CUSTOMER ANALYSIS
A Company should contact customer, who have stopped buying, or who have
switched to another suppler to learn what happened. Not only it is important to
conduct exit interview but also to monitor the indication that the company is falling to
satisfy it customer.

THE FOUR FUNDAMENTALS OF CUSTOMER SATISFACTION
A) VARIABLES RELATED TO THE PRODUCTS / SERVICE ITSELF
What you actually do for customer is going to be the key determines of

customer perception. In this case we see that the design of the products /service is
most important. The design of product / service affects customer satisfaction in two
ways.
The design sends a message to he customer about the orgs basic values
especially concerning the tradeoffs between cost and customer. Little is more
damaging to customer satisfaction than users perceiving that costs savings have been
made their expenses.
Design can enhance or resist the orgs ability to keep customer happy during
and often the sales. A strong successful design increase confidence of front staff,
which a poor design makes them defensive, bad design places constraints on
distribution channel choice, it can also to the cost and difficulty in providing after
sales support services.
B) VARIABLES RELATED TO SALES AND PROMOTION
Three factors affect customer satisfaction area.
MESSAGE:
That helps to share customer ideas about the product or service benefits beore
they have experienced them in use.
INTERMEDIARIES:
Employee of the org to act on its behalf Ex: Brokers.
ATTITIDUES:
Everyone in the frontline roles.

Ex: Receptionist etc. like .Courtesy and helpfulness
Level of technical knowledge
Are they interested in the needs of the customer or merely selling?

C) VARIABLES RELATED TO AFTER SALES
This significant aspect with regard to after sales Support services covering
traditional after sales activity such as warranties, user training etc. Feedback and
restitution the way org handle complaints etc.
D) VARIABLES RELATED TO ORGANIZATION CULTURE
This depends on the org if it behaves in maximizing customer satisfaction

hereby paying services to it.
One of the must be careful to distinguish between formal and informal aspects
of separate culture in this regard. Formal values will be only meaningful if they
supported by the right informal culture and these develop over time.
Extent and manner of service management involvement

Degree to wish senior management practice leadership
Consistency with which customer care policies are implemented
Commitment of middle management
Existence of reward system
It is usually these informal values that determine that the true measure of orgs
intention towards its customer.
Good customer service is basic key to success to any business
The grocer down the lane is my favorite, for reasons that even I do not know.
He may not stock all the brands, sizes and home based utility that the mega mall may
offer, but still it is the convenience that he offers to me and many other that make him
a favorite in the colony. To begin with as I ring him, he knows it is me who is calling,
I dont have to tell him my address ten times, and reconfirm my identity with him.
Second, he will always go out of his route to remind me about things I may need, by
suggesting complementary items, reminding me about offers and sales, etc. this only
makes him a part of my family, someone who is bothered about my money and guests
even more than I am. Third, he goes out of his way to add convenience to my
association with him; if I am buying grocery from him, and requests him to collect my

laundry from the drycleaner next door or buy some vegetables during an emergency
situation; he dies it without a grudge.
What works more than anything else is that he and his team works with an at
your service attitude. Their attitude doesnt change with the bill I generate each time.
It has been the same since I first interacted with them and with time has only got
better. What usually gets a miss as the company grows is the humane nature of the
employees and their attitude with the customers. The bigger and better a company
becomes the more pseudo it gets in its approach of dealing with its customers. Even
you will agree with me that you will rate your local vendors higher than the corporate
customer service executives, who consider themselves akin to the companys high
profile, and far above in discretionary authority that the consumer/customer possesses.
But as they say its never too late to change, so you can begin revamping your
system by following the four commandments, which will make you essentially open
to customers needs as well as strong to take competition in your stride
ADD DELIGHT QUOTIENT
This only means that give it to them when they least expect it from you. You
dont have to categorically spell out whatever you do for your customers in a manual;
it should be between you and your team. Corporate gifts are a big no in this case
because they build a recurring expectation. And since even you are at your growing
stage you never know whether youll be able to maintain it all alone or not.
Moreover, if you do things forcefully just to keep by the rule book its pretty
evident that you are least interested in your customers actual well being. Instead bank
on the emotional quotient, go and see them off till the door, and if you have kept them
waiting too long treat them with some snacks and a comfortable sitting. Unexpected
goodie back, calling them on special occasions, are all part of the after sales and there
are several agencies that can look after that for you, but treating them like a dear
friend from their first visit and helping them know you even better is what makes the
customers experience delightful!

LEARN FROM CUSTOMERS
Pleasing the customer through your service endeavors is no rocket science; in

fact it is a simple act in which all you have to do is follow your customers. At each
interacting, the customers spells put what he/she wants, and how they want things to
be. All you and your team have to do is just follow them.
Customer service is not all about handling the backend complains, it about
creating and recreating what the customer exactly wants.
CUSTOMER CENTRIC MODEL
Put it down in words if the intent is not understood by your team; create a
work for customers motto rather than a work for profits one. Most businesses do
intrinsically well because they have their intentions clear and also employ
accordingly. That is the reason behind sudden success of small ITES companies
around the globe, they have a select few clients and work like a project team, dealing
with all that is required by the client in the IT domain. This gives them superior result
even if they are operating on a smaller business life cycle. This strategy is the biggest
tool in the hand of a small to medium business entrepreneur, he can change is focus
from client to client. Though this is not advisable in the long run but helps scale up
business, channelizes resources and at the same time keeps customers happy.
HAPPY ENDING IS CRUCIAL
Unlike the age old saying, first impression is the last impression, the mantra
for customer service says,
It all depends on how you said your goodbyes. All your competitors are
going to be at their best behavior prior to the closing of the sale. But the actual
difference come in the eye of the customer once the billing register closes. The talks,
the interest, the inquisitiveness that you hold in the customer shouldnt flicker out
immediately.

DATA ANALYSIS AND INTERPRETATION
Q1: - WHICH PRODUCT CONNECTION DO YOU HAVE SRUTHI MILK?
Particular No. of respondents

milk 40
curd 32
cream 16
ghee 12
Table : 1 showing respondents priority on milk, curd, cream, and ghee.
Inference
From the table it is inferred that milk first rank, curd second rank, third rank is cream,
fourth is ghee for dimension Mostly preferred by consumers. Above data analysis shows
that majority of the market that is approximately 70% is covered by two market
leaders milk and curd. Minor is cream.

2 ARE YOU AWARE OF TONED MILK.
Decision Responses Percentages
Yes 100 100%
No 0 0%
Total 100 100%
Table 2 Aware of toned milk sruthi milk products
Graph 2 Aware of toned milk sri sai dairy
Inference
From the table it is inferred that out of 100 respondents, 100 % have aware the toned milk in
of Sruthi Milk Products.

3 HOW DID YOU KNOW ABOUT THE BRAND SRUTHI MILK

PRODUCTS.
Print media 4 4%
Television 2 2%
Friends & Relatives 64 64%
Dealers 30 30%
Total 100 100%
Table 3 Know about the brand Sruthi Milk Products
Graph 3 Know about the brand Sruthi Milk Products
Inference
From the table it is inferred that out of 100 respondents, 4% customers are known about The
of Sruthi Milk Products through print media, 2% customers are known about the of Sruthi
Milk Products through television 64% through friends and 30% through dealers.
4 WHICH COMPANY PRODUCTS DO YOU PREFER TO USE

Criteria Number of respondent Percentage
Strongly agree 16 32%
Agree 20 40%
Neutral 10 20%
Disagree 4 8%
Total 50 100%
Inference:
From the table and char it is evident that 32% of respondents strongly agree
that their requirement was well handled by customer representatives quickly, 40%
felt it was confusing, 20% felt it was neutral, 8% felt it wasnt confusing. So it is
clear that requirement handled was confusing.
5 SRUTHI MILK PRODUCTS IS THE BEST COMPANY IN A.P.

S.Agree 39 39%
Agree 33 33%
Not decide 0 0%
Disagree 28 28%
S.disagree 0 0%
Total 100 100%
Table 5 of Sruthi Milk Products is the best company in A.P.
0%
28%
39% S.Agree
Agree
Not decide
0% Disagree
S.disagree
33%
Graph 5 of Sruthi Milk Products is the best company in A.P.
Inference
From the table it is inferred that out of 100 respondents, 39 % customers have strongly
agreed that the of Sruthi Milk Products is best company in a AP while 33 % have agreed,
28% of disagreed.
6 I AM INSPIRED TO BUY THE SRUTHI MILK PRODUCTS BY.
Friends 29 29%

Relatives 39 39%
Neighbors 8 8%
Advertisements 24 24%
Total 100 100%
Table 6 I am inspired to buy the Sruthi Milk Products by.
Graph 6 I am inspired to buy the Sruthi Milk Products by.
Inference
From the table it is inferred that out of 100 respondents, 29% customers have inspired to buy
the of Sruthi Milk Products through friends, 39% have relatives, 8% have neighbors and
24% have advertisements.
7 ARE YOU A REGULAR CUSTOMER TO SRUTHI MILK COMPANY

OR DEALERS.

Yes 50 50%
No 50 50%
Total 100 100%
Table 7 Are you a regular customer to Sruthi Milk Company or Dealers.
Graph 7 Are you a regular customer to Sruthi Milk Company or Dealers.
Inference
From the table it is inferred that out of 100 respondents, 50 % of the people are
regular customers and 50% people are not regular customers to the of Sruthi Milk Products.
8 YOU ARE INTERESTED TO BUY THE MILK FROM.
Company 10 10%

Dealers 47 47%
Dairy 3 3%
Friends 2 2%
Others 38 38%
Total 100 100%
Table 8 You are interested to buy the milk from.
Graph 8 You are interested to buy the milk from.
Inference
From the table it is inferred that out of 100 respondents, 10% customers are interested to buy
the milk directly from company while 47% through dealers, 3 % through dairy, 2% through
friends and 38% through others.
9 SRUTHI MILK COMPANY MAINLY CONCENTRATES ON FOOD

SECTOR.
S.Agree 2 2%
Agree 44 44%

Not decide 54 54%
Disagree 0 0%
S.disagree 0 0%
Total 100 100%
Table 9 Sruthi Milk company mainly concentrates on food sector.
Graph 9 Sruthi Milk company mainly concentrates on food sector.
Inference
From the table it is inferred that out of 100 respondents, 2% have strongly agreed that the of
Sruthi Milk Products company mainly concentrates on agricultural sector, while 44% have
agreed and 54% have not decided.

10. ARE YOU THE CUSTOMER OF THE SRUTHI MILK PRODUCTS.
Yes 68 68%
No 32 32%
Total 100 100%
Table 10 Are you the customer of the Sruthi Milk Products.
Graph 10 Are you the customer of the Sruthi Milk Products.
Inference
From the table it is inferred that out of 100 respondents, the customers of the of Sruthi Milk
Products 68% customers have yes and 32% have no.

11 I AM THE CUSTOMER OF THE SRUTHI MILK PRODUCTS SINCE.
Less then 6 Ms 61 61%
6 to 12 Ms 32 32%
1 to 2 Years 3 3%
More then 2 Ys 4 4%
Total 100 100%
Table 11 I am the customer of the Sruthi Milk Products since.
Graph 11 I am the customer of the Sruthi Milk Products since.
Inference
From the table it is inferred that out of 100 respondents, The customer of the of Sruthi Milk
Products since.61 % are customers of Sruthi Milk Products company less than 6 month
while 32% are since 6- 12 months , 3% 1to 2 years and 4% are since more than 2 years.

12 I SHARE THE INFORMATION WITH MY FRIENDS AND

RELATIVES.
S.Agree 38 38%
Agree 61 61%
Disagree 0 0%
S.disagree 1 1%
Total 100 100%
Table 12 I share the information with my friends and relatives
Graph 12 I share the information with my friends and relatives.
Inference:
From the table it is inferred that out of 100 respondents, share information with friends and
relatives 38% customers have strongly agreed that they share the information with the friends
and relation while 61% have agreed and 1% have strongly disagreed.

13 COMPANY CONCENTRATES ON RURAL MARKET MORE THAN

URBAN MARKET.
S.Agree 27 27%
Agree 43 43%
Disagree 26 26%
S.disagree 4 4%
Total 100 100%
Table 13 Company concentrates on rural market more than urban market.
Graph 13 Company concentrates on rural market more than urban market.
Inference:
From the table it is inferred that out of 100 respondents, Company concentrates on rural
market more then urban market 27% customers have strongly agreed that the company
concentrates on the rural market more than urban market while 43% customers have agreed
26 % have disagreed and 4% have strongly disagreed.
14 SRUTHI MILK PRODUCTS PROVIDES BETTER SERVICES THAN

OTHER COMPANY.

S.Agree 38 38%
Agree 60 60%
Disagree 2 2%
S.disagree 0 0%
Total 100 100%
Table 14 Sruthi Milk Products provides better services than other company.
Graph 14 Sruthi Milk Products provides better services than other company.
Inference
From the table it is inferred that out of 100 respondents, Company provides better services
than other company. 38% customers have strongly agreed while 60% customers have agreed
and 2 % have disagreed.
15 I THINK SRUTHI MILK PRODUCTS HAS HIGHEST MARKET

SHARE IN SOUTH INDIA.
S.Agree 10 10%

Agree 62 62%
Not decide 28 28%
Disagree 0 0%
S.disagree 0 0%
Total 100 100%
Table 15 I think Sruthi Milk Products has highest market share in south India.
0% 10%
28%
S.Agree
Agree
Not decide
Disagree
S.disagree
62%
Graph 15 I think Sruthi Milk Products has highest market share in south India.
Inference
From the table it is inferred that out of 100 respondents, 10 % have strongly agreed that of
Sruthi Milk Products has highest market share in south India while 62% have agreed and
28 % have not decided.
16 DO YOU THINK SRUTHI MILK PRODUCTS USES CHEMICALS IN

IT PROBLEM WHICH WILL EFFECT DRINKING WATER.
S.Agree 3 3%
Agree 63 63%

Not decide 6 6%
Disagree 3 3%
S.disagree 25 25%
Total 100 100%
Table 16. Do you think Sruthi Milk Products uses chemicals in it problem which will
effect drinking water.
Graph 16 Do you think Sruthi Milk Products uses chemicals in it problem which will
effect drinking water
Inference
From the table it is inferred that out of 100 respondents, 3 % customers have strongly agreed
that the of Sruthi Milk Products uses chemicals that will affect drinking water 63 % have
agreed 6 % have not decided 3% have disagreed and 25 %have strongly disagreed.
17. YOU ARE USING THE CREAM FOR THE PURPOSE OF
Drinking water 1 1%
Water flow 69 69%
Powder 0 0%
Others 30 30%

Total 100 100%
Table 17 You are using the cream for the purpose of
1%
30%
Drinking water
Water flow
Powder
0% Others
69%
Graph 17 You are using the cream for the purpose of
Inference
From the table it is inferred that out of 100 respondents, using the milk for the
purpose of 1% has drinking water, 69% have water flow and 30% have others.
18 DO YOU HAVE THE SUPPLY CENTRE WITH IN 5 KM.
Yes 59 59%
No 41 41%
Total 100 100%

Table 18 Do you have the supply centre with in 5 Km
Graph 18 Do you have the supply centre with in 5 Km
Inference
From the table it is inferred that out of 100 respondents, 59 % of the customers said that the
supply center is 5 KM away and 41% said that it is beyond 5Km .
19 THE GOOD WORD OF MOUTH IS MORE IMPORTANT FOR SRUTHI

MILK PRODUCTS.
S.Agree 37 37%
Agree 63 63%
Not decide 0 0%
Disagree 0 0%

S.disagree 0 0%
Total 100 100%
Table 19 The good word of mouth is more important for Sruthi Milk Products
Graph 19 The good word of mouth is more important for Sruthi Milk Products
Inference
From the table it is inferred that out of 100 respondents, good word of mouth is more
important for company 37% have strongly agreed and 63% have agreed.
20 CAN THE COMPANY EXPECT YOU TO CREATE GOOD WORD OF

MOUTH
Yes 98 98%
No 2 2%
Total 100 100%

Table 20 Can the company expect you to create good word of mouth
Graph 20 Can the company expect you to create good word of mouth
Inference
From the table it is inferred that out of 100 respondents, the company expect to create good
word of mouth 98% have yes and 2% have no.
21 I THINK SRUTHI MILK PRODUCTS PRICES ARE LOW PRICE.
S.Agree 36 36%
Agree 63 63%
Not decide 1 1%
Disagree 0 0%
S.disagree 0 0%
Total 100 100%

Table 21 I think Sruthi Milk Products prices are low price.
0%
1% 0%
36% S.Agree
Agree
Not decide
Disagree
63% S.disagree
Graph 21 I think Sruthi Milk Products prices are low price.
Inference
From the table it is inferred that out of 100 respondents, 36% customers have strongly agreed
the of Sruthi Milk Products prices are low, 63% have agreed and 1% has not decided.
22 DO YOU INVITE THE COMPANY TO PRODUCE OTHER FOOD

PRODUCTS?
Yes 96 96%
No 4 4%
Total 100 100%
Table 22 Do you invite the company to produce other food products?.

Graph 22 Do you invite the company to produce other food products?.
Inference
From the table it is inferred that out of 100 respondents, 96% customers have yes the
company to produce other food products and 4% have no.
23 IF AGREED THE CREDIT FACILITY SHOULD BE AT LEAST TO
1 Week 4 4%
2 Weeks 54 54%
1 Month 9 9%
2 Months 33 33%
Total 100 100%
Table 23 If agreed the credit facility should be at least to

Graph 23 If agreed the credit facility should be at least to
Inference
From the table it is inferred that out of 100 respondents, 4% customers avail a credit facility
of a 1 week 54 %, 2 weeks 9 % 1 month and 33 % avail 2 months.
24 DO YOU EXPECT THE SRUTHI MILK PRODUCTS MARKET

WILL SPREAD ALL OVER INDIA.
Yes 61 61%
No 39 39%
Total 100 100%
Table 24 Do you expect the Sruthi Milk Products market will spread all over India.

Graph 24 Do you expect the Sruthi Milk Products market will spread all over India
Inference
From the table it is inferred that out of 100 respondents, 61% customers have yes the of
Sruthi Milk Products market will spread all over India and 39% customers have no.
FINDINGS
1. The First and foremost observation that has been made from the study is that
Sruthi Milk Products is the leader in the industry of milk. It has a very high
brand equity in the market.
2. According to observations of the survey, price is the dominating factors, which
influences the purchasing decision of the respondents followed by quality,
company name, coverage and service. Comparing to competitors Company
Prices is high.
3. The customer satisfaction about the advantages of the program is good, but
there is still scope for improvement.

SUGGESTIONS
As one of the concerns in customer satisfaction is the price of the product and
that the price of Sruthi Milk Products is believed to be higher than the
competitors, the company may make an attempt to study the price and
perceived added value of the product and appropriately modify the prices or
may announce certain discounts and allowances to the tune of the difference.
There is no proper response from customer service department this is the
major complaint from all the Customers
More care should be taken at the time of delivery.
Customers advise to the advertisements on hoardings.
Transportation charges are high.
As per the demand of the customers, the company must give percentage of
discount to all the customers.
CONCLUSION
Hence finally the conclusion is that the customers are satisfied with features
From the above research it is clear that the customers of SRUTHI MILK
PRODUCTS are satisfied after purchasing SRUTHI MILK PRODUCTS, but they
should concentrate in the adjustment of price, size and comfortability of the product.
Another important thing is to give frequent advertisement in television, news papers
and magazines to provide awareness of the product introduced. The SRUTHI MILK
PRODUCTS product customers are satisfied with the company services.
BIBLIOGRAPHY

BOOKS REFFERED
I. M. PANDEY (2005), customer satisfaction, ninth edition vikas

publishing house pvt ltd.
S. N. MAHESWARI (2006), Customer Satisfaction, fifth edition, sultan
chand and sons, New Delhi.
C. R. KOTHARI, research methodology and techniques. Second
edition, new
Agency international pvt ltd.
BAKER. R .P & HOW WELL. A.C, the preparation of reports, New

York Ronald press.
S.P. GUPTHA (1995), statistical methods, sultan chand and, co New
Delhi.
P.RAMMURTY (2005), customer satisfaction, new agency international
pvt ltd
AHUJA H.L, economic environment of business, macroeconomic
analysis, chand&company ltd, New Delhi, 2005.
WEB SITES
www.google.com
www.sruthimilkproducts.com
www.wikipedia.com
QUESTIONNAIRE

A Study on Marketing (Customer Satisfaction) with regard to Sruthi Milk Products

Pvt, Ltd., Chittoor(M), Chittoor - Dist, A.P
*-*-*
Questionnaire for Measuring Customer Satisfaction
===============================================================
Name:
Age: Qualification:
Average Income:
===============================================================
1. Which product connection do you have Sruthi Milk?
a) Milk b) Curd c) Cream d) Ghee [ ]
2. Are you aware of Toned Milk?
a) Yes b) No [ ]
3. How did you know about the brand of Sruthi Milk Products ?
a) Print media b) television c) friends / relatives d) dealers [ ]
4. Which company products do you prefer to use?
a) Strongly Agree b) Agree c) Neutral d) Disagree [ ]
5. of Sruthi Milk Products is best company in A.P.
a) Strongly agree b) Agree c) Not decide d) Disagree e) strongly disagree[ ]
6. I am inspired to buy the of Sruthi Milk Products by
a) Friends b) Relatives c) Neighbors d) Advertisements [ ]
7. Are you a regular customer to of Sruthi Milk Products Company or Dealers?

a) Yes b) No [ ]
8. You are interested to buy the milk from
a) Company b) Dealers c) dairy d) Friends e) Others [ ]
9. of Sruthi Milk Products mainly concentrates on food sector
a) Strongly agree b) Agree c) Not decide d) Disagrees e) strongly disagree [ ]
10. Are you the customer of the a of Sruthi Milk Products ?
a) Yes b) No [ ]
11.I am the customer of the of Sruthi Milk Products since
a) Less than 6 months b) 6 to 12 Months
c)1 to 2 years d) More than 2 years [ ]
12.I share the information with my friends and relatives
a) Strongly agree b) Agree c) Disagree d) Strongly disagree [ ]
13. Company concentrates on rural market more than urban market
14. of Sruthi Milk Products provides better services than other company
15. I think of Sruthi Milk Products has highest market share in south India
a) Strongly agree b) Agree c) Not decide d) Disagree e) Strongly disagree [ ]
16. Do you think of Sruthi Milk Products uses chemicals in it problem which will effect
drinking water.
a) Strongly agree b) Agree c) Not decide
d) Disagree e) Strongly disagree [ ]
17. You are using the cream for the purpose of

a) Drinking water b) Water flow c) Powder d) Others [ ]
18. Do you have the supply centre with in 5 Km?
a) Yes b) No [ ]
19. The good word of mouth is more important for of Sruthi Milk Products
20. Can the company expect you to create good word of mouth?
a) Yes b) No [ ]
21. I think of Sruthi Milk Products prices are low price
22. Do you invite the company to produce other food products?
a) Yes b) No [ ]
23. If agreed the credit facility should be at least to
a) 1week b) 2weeks c) 1month d) 2months e) 2months [ ]
24. Do you expect the of Sruthi Milk Products market will spread all over India?
a) Yes b) No [ ]

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CUSTOMER SATISFACTION

MEANING OF CUSTOMER SATISFICATION

In a competitive market place were businesses compete for customers,

VCR INSTITUTE OF MANAGEMENT STUDIES, CHITTOOR Page 1

element of business strategy customer satisfaction drives successful private sector

Customer satisfaction is the customers response to the evaluation of the

Here, the timing of satisfaction response is driving consumption. But there is

In short customer satisfaction is "The provision of goods or services which

FACTORS OF CUSTOMER SATISFACTION

VCR INSTITUTE OF MANAGEMENT STUDIES, CHITTOOR Page 2

Organizations are increasingly interested in retaining existing customers while

Customer satisfied is an ambiguous and abstract concept and the actual

Because satisfaction is basically a psychological state, care should be taken in

The usual measures of customer satisfaction involve a survey with a set of

The university of michigan's American consumer satisfaction is a scientific

The process, by which an individual selects, organizes and interprets stimuli

VCR INSTITUTE OF MANAGEMENT STUDIES, CHITTOOR Page 3

A market consists of all the potential customers sharing a particular need or

Generally, Marketing Management is mostly interested in obtained the sales

Marketing was a far simpler subject. Consumer marketing largely operated on

In those days, marketers faced a number of tough decisions. They has to

VCR INSTITUTE OF MANAGEMENT STUDIES, CHITTOOR Page 4

These new shopping capabilities signify a brand new world of proliferating

This new world is also characterized by an amazingly rich information

Dairy companies are recognizing the inevitability of customers value

Dairy companies recognize that a major revolution is taking place in markets

VCR INSTITUTE OF MANAGEMENT STUDIES, CHITTOOR Page 6

rest of the company to be customer-oriented and market-driven. Marketing must

Marketing is more than a company department. It is an orderly and insightful

VCR INSTITUTE OF MANAGEMENT STUDIES, CHITTOOR Page 7

CUSTOMER SATISFACTION: WHAT IS IT?

A number of related, but important, concepts are frequently used

VCR INSTITUTE OF MANAGEMENT STUDIES, CHITTOOR Page 8

MILK PRODUCTION FROM 1950 TO 2020

1950 17 million tonnes

1996 70.8 million tonnes

RESEARCH AND DEVELOPMENT IN DAIRY INDUSTRY

DEVELOPMENT OF FOOD PROCESSING INDUSTRY

PRODUCTS AND INDUSTRY STATUS

VCR INSTITUTE OF MANAGEMENT STUDIES, CHITTOOR Page 11

Among the products manufactured by organized sector are Ghee, Butter,

INVESTMENT POTENTIAL IN MILK PRODUCTS

Since Indias population is predominantly vegetarian; milk serves as an

VCR INSTITUTE OF MANAGEMENT STUDIES, CHITTOOR Page 12

While world milk production declined by 2% up last three years, according to

1. Lack of use of scientific practices in milking.

2. Inadequate availability of fodder in all seasons.

3. Non-availability of veterinary health services.

VCR INSTITUTE OF MANAGEMENT STUDIES, CHITTOOR Page 13

INDIA: WORLD LARGEST MILK PRODUCER

MARKET SIZE AND GROWTH

Market size for milk (sold in loss/packaged from) is estimated to be 36 million

Uttar Pradesh, Punjab, Madhya Pradesh, Rajasthan, Tamilnadu and Gujarat

VCR INSTITUTE OF MANAGEMENT STUDIES, CHITTOOR Page 14

The packaged milk segment is dominated by the dairy cooperatives. Gujarat

CONCERNS IN COMPETITIVENESS ARE QUALITY

Significant investment has to be made in milk procurement equipment,

VCR INSTITUTE OF MANAGEMENT STUDIES, CHITTOOR Page 15

FOREIGN COLLABORATION IN INDIA

The liberalization of the Indian economy in 1991 has attracted multinational

VCR INSTITUTE OF MANAGEMENT STUDIES, CHITTOOR Page 16

We are reckoned as one of the chief Dairy Homogenizer Manufacturers, Exporters

Better product stability

Avoids rise of the cream layer