Mukesh Makwana

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Makwana Mukesh G

A DESCRIPTIVE RESEARCH

STUDY REPORT

ON

"CONSUMER SATISFACTION SURVEY IN BHAVNAGAR DISTRICT WITH THESPECIAL REFERENCE TO SARVOTTAM DAIRY"

PREPARED BY

MAKWANA MUKESH GMBA-2ND SEM,

DR.J.K. PATEL INSTITUTE OF MANAGEMENT,BARODAGUJARAT TECHANOLOGYCAL UNIVERSITY.

GUIDED BY

Prof. AMITA GARG

SUBMITTED TODR.J. K PATEL INSTITUTE OF MANAGEMENT ,

GUJARAT TECHNOLOGICAL UNIVERSITY.

Amul Milk Union Ltd.


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PREFACE

This research study consist of different aspects like formulating theresearch problem, determining the objectives of study, research methodology,research design, sample design, collecting of data, analyses of data and

interpretation.

For the practical research study purpose I have selected the

"SARVOTTAM DAIRY"SIHOR. As this was my great experience. I was really

honored and keen for visiting this industry. During my training period, I came to kno

w what are the desires of the consumers, how to make research, what is

situation of the product in the market etc.

I got all the information from unit and making research study about

"consumer satisfaction survey toward Amul milk" in the market. I was

meeting to the retailer, housewife consumer, and Tea maker etc. In this report we hav

e been use the descriptive and empirical research study.

My report is based on the consumer satisfaction survey toward Amul

milk. I have tried my best to making research study as much as I could.So through this report I am expressing my skill, thoughts, views and decision

making ability and practical ability, which I had observed during my project

report study in ""SARVOTTAM DAIRY"SIHOR.

So, this practical study makes us more capable in advance to stand in the role of

today's competitive business world.



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ACKNOWLEDGEMENT

I feel great pleasure in submitting this report as a part of my

practical studies. I have prepaid this report on the summer internship programwith the great and best reference of "Sarvottam dairy". I convey heartily

thanks to my college known as "Dr. J. K Patel Institute of

Management" Baroda, for providing us with such an opportunity and to show

our hidden skilled and ability through this training program.

First of all I express my sincere thanks to our director sir DrAbhijit chaterji sir for providing me a golden opportunity to

learn management and arranging this practical training program.

I also express my gratitude to Mr.Hasmukh Pandya the production

manager of the" Sarvottam dairy." for giving me their precious time and

guiding me. I also express my heartily thanks to managing director and their staff

for providing me required information and contribute their valuable

time.

Place: Yours Sincerely,

Date: Makwana Mukesh G.

2ndSEM MBA

Roll no:



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DECLARATION

I, Makwana Mukesh G from MBA SEM2nd of the Dr. J. K PATEL

INSTITUTE OF MANAGEMENT. Here by declare that the content of this

report has been collected by me by personally raising research study

through myself and throughout my skill and knowledge.

This report belongs to Dr. J.K PATEL INSTITUTE OF

MANAGEMENT. This report has never prepaid earlier. All the information

which is given in this report is collected by me. This report is made

through the help or the reference of "Sarvottam dairy".

Date: Signature



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1. GENERAL INFORMATON

2. ABOUT THE TOPIC

3. LITERATURE RTEVIEW

4. OBJECTIVE OF STUDY

1. INTRODUCTION OF THE PROJECT

2. RESEARCH METHODOLOGY & RESEARCH DESIGN

3. DATA ANALYSES & INTERPRETATION

4. LIMITATION OF THE STUDY

1. SUGGESTIONS

2. CONCLUTION

3. BOBLIOGRAPHY

4. ANNEXTURE



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1. GENERAL INFORMATON Page no.

a. Introduction ..b. History and Development...

c. Financial arrangement ..................d. Human resource planning ..e. About the Marketing f. Executive Summary.g. About the Product..

1. ABOUT THE TOPIC.........................................................................................................................

2. LITERATURE REVIEW

3. OBJECTIVE OF STUDY

4. INTRODUCTION OF THE PROJECT..

a. Introduction of Subject Matter.b. Profile of The company.

c. Detail Study of Projects.

1. RESEARCH METHODOLOGY & RESEARCH DESIGN

a. Methodology .

b. Data collection .

I. Data collection method.

c. Data processing

d. Sample size.

e. Sampling Method ..i. Sampling designii. Problem defining..

1. DATA ANALYSES & INTERPRETATIONa. Questionnaireb. Finding and Recommendation.

1. LIMITATION OF THE STUDY

2. SUGGETION............................................................................................................................................

3. CONCLUTION...............................................................................................................................................

4. BIBLIOGRAPHY..



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1. Types of amul milk.2. Time duration3. Product criteria 4. Quality response.5. Characteristics6. Price opinion7. Price satisfaction rate 8. Availability.9. Service of retailer10. preference satisfaction



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1. MILK USER RESPONS ...

2. TIME DURATION OF USING MILK.

3. INPORTANTE CRIATERIA OF MILK .

4. QUALITY SATISAFACTION

5. CHARACTERISTICS RESPONSE...

6. PRICE SATISFACTION

7. FRESH MILK SERVICE RESPONSE.

8. FEEDBACK FOR SEVICE PROVIDER

9. PERFORMANCE SATISFACTION.



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INTRODUCTION

This company located at sihor(dada ni vav) sihor.The plan area of the

industries cover 30 acre land in sihor at Bhavnagar to Rajkot highway road.

This is large scale industries.

Sarvottam dairy established in 1st march 2000 by shri Bhavnagar

district sahkari milk manufacturer such sarvottam dairy is unique dairy.

Sarvottam dairy wants to decrease privatization and increase co

operative and development rural areas it wants to take revolution as amul

dairy has given.

ABOUT THE COMPANY

NAME OF THE COMPANY: Sarvottam Dairy

ADDRESS OF THE COMPANY:

BhavnagarRajkot road at sihor, Dist: Bhavnagar,

ph.no -(02846)329633, 225502,

Fax no9102846225501

BANKERS:BHAVNAGAR JILLA SAHAKARI BANK LTD.

STATE BANK OF SAURASHTRA

IDBI

BANK OF BARODA

AUDITOR:

Mr. jagdishbhai Mehta

YEAR OF ESTABLISHMENT: 1ST march 2000

YEAR OF REGISTRATION: 12TH December 2005

Regd no. 28701

FORM OF ORGANISATION: Cooperative firm

PRODUCTS: milk and butter milk and ghee



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Gujarat dairy development board establishes Bhavnagar dairyin1974.bhavnagar dairy has brand name"sauras". By this name Bhavnagardairy sells milk and ghee in bhavnagar district. Milk was gathered by makingmilk purchased from the co operative members are 42500 liter and their sellingwas54000litre after decrease in purchased aren sales government had close the

Bhavnagar dairy on the date of December 24th 1999.

The sangh was also enabling to do anything for the crises of the Bhavnagar

dairy when the sangh is established in 1974 they take the responsibility to solve theproblem of their cooperative member.

Because of close the dairy in December 24th 1999 manages nigam and the meetingwas called by all the milk producer of the Bhavnagar district in the ground of jilla

panchayat because of purchase and selling of management, theyassigned responsibility Mr. harishankar R nandva and Mr. mahashankar p pandya

with the support of political bodies like Mr.Sunil Oza , Mr.Rajendra sinh ranaand Mr mahendera bhai panot of Bhavnagar district Mr. harishankar R nandva

and Mr. Mahashankar pandya send the application to Gujarat government to re

establishment of sangh in the district both are present mergewith uttam dairy by ahamdabad by government department organization to v. c joshi

Before 8 years the form of this industry was sole proprietorship but it is converted

into cooperative firm.



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Amul was formally registered on December 14, 1946. The brand name

Amul, sourced from the sanskrit word Amoolya, means priceless. It was

suggested by a quality control expert in Anand . Some cite the origin as an

acronym to ("SARVOTTAM DAIRY"SIHOR.).

The Amul revolution was started as awareness among the farmers. It

grew and matured into a protest movement that was channeled towards

economic prosperity. It is a dairy cooperative movement in India. It is a brand namemanaged by an apex cooperative organisation, Gujarat Cooperative Milk

Marketing Federation Ltd. (GCMMF), which today is jointly owned by

some 2.41 million milk producers in Gujarat, India[1]. It is based in Anand town of

Gujarat and has been a sterling example of a cooperative organization's

success in the long term. The Amul Pattern has established itself as a uniquely

appropriate model for rural development. Amul has spurred the White

Revolution of India, which has made India one of the largest milk producers in

the world. It is also the world's biggest vegetarian cheese brand [2].

Amul's product range includes milk powders, milk, butter, ghee,

cheese, chocolate, ice cream, cream, shrikhand , paneer , gulab jamuns ,

basundi, Nutramul brand and others. In January 2006, Amul plans to launch

India's first sports drink Stamina, which will be competing with Coca Cola's

Powerade and PepsiCo's Gatorade [3].

Amul is the largest food brand in India with an annual turnover of US$868 million (200506) [4]. Currently Amul has 2.41 million producer

members with milk collection average of 5.08 million litres/day. Besides India,Amul has entered overseas markets such as Mauritius, UAE, USA, Bangladesh,Australia, China, Singapore, Hong Kong and a few South African countries. Its

bid to enter Japanese market in 1994 had not succeeded, but now it has fresh plans of flooding the Japanese markets [5]. Other potential

markets being considered include Sri Lanka.



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50 years after it was first launched, Amul's sale figures have jumped from1000 tonnes a year in 1966 to over 25,000 tonnes a year in 1997. No otherbrand comes even close to it. All because a thumbsized girl climbed on to thehoardings and put a magical spell on the masses

Name

From

Location

Karia district cooperative milk producer's ltd, widely

known as "Amul"

Cooperative sector registered under the cooperative

society act

Amul dairy, nr, railway station, Amul dairy road, Anand

Gujarat , India

Registration 14th December, 1946

Registered

Size

Plant

Banker

Kaira district cooperative milk producer's ltd, Anand 388

001. Gujarat

Production of different products on large scale, collecting 9

to 15 lakh liters milk everyday & producing milk products.

There are 4 plants

1) Amul Plant 2) Kanjari Plant

3) Mogar Plant 4) Khatraj Plant

1. The Kaire District Center CoOperative Bank Ltd.

2. UTI bank 4. Bank of Baroda

3. SBI 5. Corporation bank 6. Bank of



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Working

Founders

Maharashtra

10:45 am to 5:45 pm

1. Shri Tribhuvandas K. Patel

2. Shri Sadar Vallabhbhi Patel

3. Shri Morarji Desai

4. Shri Verghese Kurien

5. Shri Harichand M. Dalaya

Makwana Mukesh G



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Achievements \ awards:

Amula cooperative society and its cooperation has led many different

awards in its favor.

Magsaysay award for community leadership presented in manila,

Philippines to Shri Tribhuvandas Patel, Shri D N Khurody and Shri V. Kurien

1964: "Padmabhusan" award given to Shri T.K. Patel

1965: "Padmshri awarded was given to V. Kurien, general manager, by

the president of India

1987: "Best Productivity" awarded by national productivity council for

the year 198586 awarded to Amul dairy.

1988: "Best Productivity" awarded for the second successive year 1986

87 by the president of India, Mr. R. Venkatrao to kaira union.

1993: "ICA" Memenoto towards genuine and self sustaining co

operative worldwide ICA regional office for Asia and pacific, New Delhi, 1996.

1999: G.B.Birla award.

Moreover the Amul union has achieved the prestigious ISO 90012000

and HACCP Certificate and effects are got to obtain ISO 14000.



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FINANCIAL ARRANGEMENT OF THE COMPANY

"Sarvottam dary "is a production unit of Gujarat Cooperative Milk

Marketing Federation Ltd. (GCMMF), which today is jointly owned by some

2.41 million milk producers in Gujarat, India.

Currently Amul has 2.41 million producer members with milk

collection average of 5.08 million litres/ day. In that the as a production unit

"Sarvottam dairy" Sihor gives large part of their production. Its milk collection

from the bhavnagar district has 1 lakh litres/day.

The financial arrangement of the company is very exclusive and in proper

manner. The financer of "Sarvottam dairy" is nagrik sahakari bank, SBI,and other cooperative bank etc. They are given 3.60 Rs per FAT to the milkcollector. The financial activities of the company are handled by the bhikhubhai patel.According to their provided data which are given below

Costs of the products

Amul gold 30.18 Rs

Amul tea special 27.28Rs

S & T 20.18

Butter milk13.45

Expenses:

Rout expenses - 2500000 Rs

Security labour500000 Rs

Light bill 900000Rs

Employee salary 900000Rs



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HUMAN RESOURCE MANAGEMENT

In the "Sarvottam dairy" the human resource management is directed by the

Managing director Harishankar Bhai nandva and other director of

the company. There are about 15 employees who handle all the production

activities and marketing activities of the company.The amul is an anand milk union limited. It has only collect the milkfrom the different unit of the society and from which the "Sarvottam dairy" is one

production unit and it has make two product of Amul milk as per the orderof Amul milk need in the district. Currently Amul has 2.41 million producermembers with milk collection average of 5.08 million litres/ day.Working time is 10:45 am to 5:45 pm.

In short, Karia district cooperative milk producer's ltd, widely knownas "Amul". Who collect the milk from whole milk producer of the Gujarat anddoing marketing activities through this cooperative society and wholethe command of Gujarat milk producer is handover to Amul milk association.



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ORGANISATION STRUCTURE

Chairman

(Mahendrabhai Panot)

General Manager

(Harishankar Rnandva)

Joint General Manager

(Mahashankar P Pandya)

Production Head Finance Head Marketing Head Cooperative Head Auditor

(Hasmukhbhai (Bhikhubhai Vijaybhai ( Bharatbhai Kher) (jagdishbhai

Pandya Patel) Ramana) Mehta)



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MARKETING ACTIVITIES

Amul makes control over the marketing activities in the different district. Like

"Sarvottam dairy" collect the milk from other sources 120000 litre/day

but they do not make the decision about packaging and marketing activities. That

decision is taken by the Amul milk association.

Amul is the largest food brand in India with an annual turnover of US

$868 million (200506). Currently Amul has 2.41 million producer members

with milk collection average of 5.08 million liters/day. Besides India, Amul has

entered overseas markets such as Mauritius, UAE, USA, Bangladesh, Australia,

China, Singapore, Hong Kong and a few South African countries. Its bid to

enter Japanese market in 1994 had not succeeded, but now it has fresh plans of

flooding the Japanese markets. Other potential markets beingconsidered include Sri Lanka.

The marketing activities of the sarvottam dairy is handled by the Mr. vijay

bhai ramana and they are 6 person in the department who are handle the

supply chain of the company ,collection of milk from cooperative members

and from every rout of the milk provide sources.



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EXECUTIVE SUMMERY

Amul was formally registered on December 14, 1946. The brand name

Amul, sourced from the Sanskrit word Amoolya, means priceless. It was

suggested by a quality control expert in Anand . Some cite the origin as an

acronym to ("SARVOTTAM DAIRY"SIHOR.).

Amul is the largest food brand in India with an annual turnover of

US$868million (200506) [4]. Currently Amul has 2.41 million producer

members with milk collection average of 5.08 million liters/ day. Besides

India, Amul has entered overseas markets such as Mauritius, UAE, USA,

Bangladesh, Australia, China, Singapore, Hong Kong and a few South African

countries. Its bid to enter Japanese market in 1994 had not succeeded, but

now it has fresh plans of flooding the Japanese markets [5]. Other potential

markets being considered include Sri Lanka. In January 2006, Amul plans to

launch India's first sports drink Stamina, which will be competing with Coca

Cola's PowerAde and PepsiCo's Gatorade [3].

Moreover the Amul union has achieved the prestigious ISO 90012000and HACCP Certificate and effects are got to obtain ISO 14000.

Founders:

1. Shri Tribhuvandas K. Patel

2. Shri Sadar Vallabhbhi Patel

3. Shri Morarji Desai

4. Shri Verghese Kurien

5. Shri Harichand M. Dalaya

8



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ABOUT THE PRODUCT

"SARVOTTAM DAIRY" is very famous in producing Amul milk brand " AMUL

MILK & AMUL BUTTER MILK" the "Sarvottam Dairy" is producing only two

product "Amul Gold Milk and Butter Milk".

Product list of Amul milk

Milk Drinks

Amul Kool Millk Shaake Amul Kool

Amul Kool Cafe Kool KokoA delight to Chocolate Lovers.

Delicious Chocolate taste

Nutramul Energy DrinkA drink for Kids - provides

energy to suit the needs of

growing Kids

Amul Kool Chocolate

Milk

Amul Kool Flavoured Amul Kool Flavoured

Bottled Milk Tetra Pack



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Amul Masti Spiced

ButtermilkAmul introduces the Best Thirst

Quenching Drink

Amul Kool Thandai

Powder Milk

Amul Spray Infant Milk

FoodStill, Mother's Milk is Best for

your baby

Amul Instant Full

Cream Milk PowderA dairy in your home

Sagar Skimmed Milk

PowderWhich is especially useful for diet

preparations or for use by people

on low calorie and high protein

diet.

Sagar Tea Coffee

Whitener

Amulya Dairy WhitenerThe Richest, Purest Dairy

Whitener

Fresh Milk



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Amul Fresh MilkThis is the most hygienic milk

available in the market.

Pasteurised in state-of-the-art processing plants

and pouch-

packed for convenience.

Makwana Mukesh G

Amul Gold Milk

Amul Taaza Double Amul Lite Slim and

Toned Milk Trim Milk

Amul Fresh Cream Amul Shakti Toned

Milk

Amul Calci+

"Sarvottam dairy" is produced only two products from theseProducts of Amul milk. According to their reference I have done research on the Co

nsumer satisfaction toward Amul milk in Bhavnagar district. Sarvottam dairy produced 6 litter pack, 500ml pack and 1litter pack.



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1. ABOUT THE TOPIC "consumer satisfaction survey toward

Amul milk"

What is the desire of the people about the Amul milk? The

features and element of the Amul milk is satisfied to people or

not? Price, quality, packing and availability all are must be satisfied to

the

consumer.

According to objective of my practical research study part I have

to making research on this topic and make the analyses from getting

information and data. So for this research, I have chosen the descriptive research and survey method.

Consumer's trend nowadays is less expensive and good quality.

Consumers are today buying more and more branded product instead of

generic commodities. Working population among women in metro

politan and larger town is on the rise such people find less time to buy or

procure various products for their households. Their expectations

have under gone a sea change, moving from purely cost centric product. Qualityand reliability are the new buzzwords even though prices

remain very important.



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2. Scope or importance of research study of "consumer

satisfaction survey toward Amul milk"

According to my project report manually I set up the following

importance: The study of research gives the necessary training

in gatheringmaterial and arranging or card indexing them participation in field work when required. And also in

technique for the collection of data appropriate to particularproblems.

I am a student so this research study is careerism or a way to attain ahigh position the social structure.

The object of such survey is to identify the relationship between available variables like new ideas and research

problem. This research study method is simple and fruitful method

because the information is got from the different people and it's a personal research study.

Due to this research study I can make survey of respondents andreserch is source for us (student) to make practical knowledge.

Those aspiring for careerism in research must develop the skill ofusing research technique and most thoroughlyunderstand the logic behind them.

Knowledge of how to do research will inculcate the abilityto evaluate and use research results with reasonable confidence.

Questioners and control experimentation and sorting it outand interpreting it.

All stated above is realized important during my training and

some are limitations are also there. Those are realized by me on my

training time as per my research method and programmed.



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3. The objectives of the research study "consumer satisfaction

survey toward Amul milk".

All the research study has its own specific objectives. So this is a

research study project and it's also some objective. The objective of the

researcher is on the bases of its research methodology and on which

topic is chose by him.

So the objective of my research study report is as under:

PRIMARY OBJECTIVE

1. The main objective of the study is making practical research

project on consumer's satisfaction toward Amul milk. Here purpose is to make practical in third year and making survey.

2. Through research study I can make logical analyses of my

subject matter from collected data3. Make self study through making questioner and make

practical report survey from different user and the seller ofthe product. Like retailer, housewife, etc.

4. Main aim is to make research about the

subject and makecorrect analyses through primary data and secondary data.

SECONDRY OBJECTIVE

1. Other objective is that this report study is being helpful in

future on my careerism part.2. In future if I have to make any practical report then I should

be knowledgeable.3. I must be aware of the present consumer's trend toward the

Amul milk and most important thing is to teach the read the

mind of consumer toward product purchased time.



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1. INTRODUCTION

I have prepared my report on "consumer satisfaction survey towardAmul milk in Bhavnagar district" With the special reference of "Sarvottamdairy"sihor. The "Sarvottam dairy" is one of the most popular unit of Amulmilk. And I have selected this company for my practical study.

This is the production unit of the Amul milk and anand milk unionlimited. This makes only two products of the amul brand.

Amul Gold milk

Amul Butter milk

All the unit of Amul milk is very famous and broad too. "Sarvottam dairy"has been established in 2005. Mr.Mahendra Bhai Panot and Mr.Harishankar Bhai Nandva and some other persons have slowly started the unit with their own skillandhard work. This unit has produced 1lakh litres/day. And it packaged60000litres and other 40000litres milk brings to the mother dairy of amul. Incurrent time the unit has a capacity to secure 2 lakh litres milk /day.



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All the producer of the market of all type of products are given the bestpriority to the consumer satisfaction. Now a day I the modern time modern conceptis always proffered by the all producers. According to GANDHIJIS word

CONSUMER IS THE GOD FOR THE BUSINESSAnd product should be as per the consumers wish and expectation not as per thechoice of owner of the business. So AMUL PRODUCER is always producing the

product as per consumers choice. So consumer satisfaction means what productyou are using it should be as per consumers want and need and expectation. Itshould fulfill all the wants of the consumers at the time of product manufacturingtime.

So for producing the goods as per consumers want and need they are doing researchin market related consumer and after marketing research they come to know aboutconsumers wants and needs toward product and they finally produced it.

Consumer is always aware about the market and they preffere some featuresof products like quality, packing, size, and choice etc. producers produced productas per new trends and modern choice of consumer.

So Amul milk producer is produce different milk brands like amul shakti, amulgold, and amul taza, amul tea special etc are the product of amul milk. All these

products are fulfill all the wants and need of consumers like quality, thickness,freshness, and availability of product.



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BOARD OF DIRECTORS

Mr. Mahendra bhai panot

Mr. Mavji bhai bahliya

Mr. Chunilal baraiya

Mr. Dayaram Bhai baraiya

Mr. Bhikha bhai khodifad

Mr. Lakhabhai kamaliyaMr. Girjashankar bhai dhandhliya

Mr. jesabhai kher

Mr. Mathurbhai Zinzuvat

Mrs. Devuben bhatt

Mrs. Shardaben rajyaguru

Mrs. Prabhaben valaki

Mr. Harishankar R nandva

Mr. Mahashankar P pandya

Mr. jagdish bhai mehta

Makwana Mukesh G

Chairman & Managing director

Director

Director

Director

Director

DirectorDirector

Director

Director

Director

Director

Director

General Manager

Joint General Manager

Auditor



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MANAGERIAL STAFF

Mr.Hasmukh bhai pandya

Mr.Bhikhu bhai patel

Mr.Bharat bhai kher

Mr.Vijay bhai ramana

Mr.B .J. kher

Production manager

Finance manager

Cooperative manager

Marketing Manager

Procurment head


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According to my research study I have come to know that all theconsumers are giving the first preference to the Quality and price

performance of the product. Consumer is giving the preference to the amul

gold which is most salable product of the amul milk and good response to

their quality performance in Bhavnagar district.

And as per my study 50% people who are prefer amul Gold milk daily bases

and 72% people are purchase a milk because of its quality performance. So

out of 50 the 92% are satisfied with the amul milk.

Now the second criteria of milk purchase is the price here 62% people are not

satisfied or high price respondents in compare to the milk quality. Then also 42% peop

le are satisfied with amul milk.

MILK SELLING OF SARVOTTAM DAIRY

PRODUCTS

AMUL BUTTER

MILK

AMUL GOLD MILK

SOUR MILK

ROW MILK

LITER .IN LAKH

11.29

162.86

5.2

196.01



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Here total milk is sold by the Gujarat cooperative milk marketing

federation ltd. and from it 162.86 lakh liter milk is sold with the amul gold

brand name and they are produce the 18.82 liters butter milk from the 11.29

liter collected milk and then sold with amul brand name. Then other rest milk

is sent to the mother dairy Gandhinagar. And sour milk is sold in the around

area

So as per the above graph we can easily understand that the selling of theamul gold milk and the preference to the amul gold is more than the otheramul milk for instance than the amul shakti, amul tea special ,amul taza etc.



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COLLECTION OF MILK FROM COMMENCEMENT OF DAIRY TO STILL

YEAR

200405 2005

06 200607

200708 2008

09

AVG. MILK

2556

0

2328

0

2730

1

3084

5

51620

PERCENTAGE

0

8.92

17.27

12.98

67.35

2009010 101486 96.6

As per the recent data of dairy it is progressive in the milk collection and as

per above graph we can know about it easily.


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Research methodology.

What is research Methodology?

Meaning: Research methodology is a way to systematic only solve the research

problem. In it we study the various steps that are generally adopted by aresearcher in studying his research problem along with the logic behind them.

It is necessary for the researcher to know not only the research method/

techniques but also the methodology. Researcher not only needs to

know how to apply particular research techniques but they also need to

know which of there methods or techniques are relevant

and which are not.

We can say that research methodology has many dimensions and

research.

When we talk of research methodology we not only talk of

the research methods but also consider the logic behind the methods we

use in the context of our research study and explain why we are using a

particular method or technique and why we are not using other so that

research results are capable of being evaluated by the researcher.

What data has been collected and what particular method has

been adopted, why particular method has been adopted, why particular

technique of analyzing data has been used and a host of similar other

questions are usually answered when we talk of research methodologyconcerning a research study .



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What is research?

Meaning of research:

Research in common parlance refers to a search for knowledge. Once

can also define research as a scientific and systematic search for pertinentinformation on a specific topic. Some people consider research as a movement

from known to unknown.

"A careful investigation or inquiry especially through search for new facts in any

branch of knowledge". Redman and mory define "research as a

"systematized effort to gain new knowledge."

Research is an academic activity and as such the term should be used in

a technical sense. "According to Clifford woody research comprises defining and

redefining problem, formulating hypothesis or suggested solution; collecting,

organizing and evaluating data; making deductions and reaching

conclusions; and at last carefully testing the conclusions to determine whether they fit

the formulating hypotheses.

For my subject, I have chosen the descriptive research study and

its aim is to know about the consumer's satisfaction and other problems related with

it. Each research study has its own specific purpose. The aim of my

research study is to find out the truth which is hidden.

Research Process;

"Research process consists of series of actions or steps necessary to

effectively carry out research and the desire sequencing of these steps. "

The following order concerning various steps provides a useful

procedural guideline regarding the research process

1. FORMULATING THE RESEARCH PROBLEM:

There are two types of research problems, viz., those which relate to the

states nature and which relate to relationships between variables. Thefeasibility of a particular solution has to be considered before a working

formulation of problem can be set up. The formulation of general topic into a

specific research problem thus, constitutes the first steps in a scientific

enquiry. Essentially two steps are involved in formulating the research

problem, viz., understanding the problem thoroughly and rephrasing the same into m

eaningful term from an analytical point of view.



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15

2. EXTENSIVE LITERATURE SURVEY:

Once the problem is formulated, a brief summary of it should be written down.

Academic journals, conferences proceedings, government reports, books etc.

must be tapped depending on the nature of the problem. In this process itshould be remembered that one source will lead to another. The earlier studies,

if any, which are similar to the study in hand, should be

carefully studies. A good library will be a great help to the researcher at this

stage.

3. DEVELOPMENT OF WORKING HYPOTHESES:

After extensive literature survey, researcher should state in clear terms the

working hypothesis or hypotheses. In most type of the research the

development of working hypothesis plays an important role. Hypothesisshould be very specific and limited to the piece of research in hand because it has

to be tested. The role of hypothesis is to guide the researcher by

delimiting the area of research and to keep him on the right track it sharpens

his thinking and focuses attention on the more important facts of the problem.

It indicates the type of data required and the type of methods of data analyses to use.

Thus, working hypothesis arise as a result of apriori thinking about thesubject, examination of the available data and material including related

studies and the counsel of experts and interested parties. Working hypothesis

is more useful when stated in precise and clearly define term

4. PREPARING THE RESEARCH DESIGN: research problem having

formulated in clear cut term, the researcher will be required to prepare a

design, i.e., he will have to state the conceptual structure within

research would be connected. The preparation of such a design

research to be effecie4nt as possible yielding maximal information.

words, the function of the research design is providing for the

of relevant evidence with minimal expenditure of effort, time andflexible research design which provides opportunity for considering

different aspects of a problem is considered appropriate if the purpose

research study is

that of exploration.



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DETERMINING SAMPLE DESIGN: All the items under consideration in

any field of inquiry constitute a 'universe' or 'population'. A

complete enumeration of all the items in the population so known

as census survey. Quite often we select only a few items from the

universe for our study purpose. The items so selected constitute

what is technically called a sample.

The researcher must decide the way of selecting sample or

what is popularly known as the sample design in other words, a

sample design is a definite plan determined before any data are

actually collected for obtaining a sample from a given population.

Under mention of the important sample designs is as follow.

i. Deliberate sampling

ii. Simple sample sampling

iii. Systematic sampling

iv. Stratified sampling

v. Quota sampling

vi. Cluster sampling and area sampling

vii. Multistage sampling

viii. Sequential sampling

6. COLLECTION THE DATA:In dealing with any real life problem it

is often found that data at hand are inadequate, and hence

it

becomes necessary to collect data that are appropriate. There are

several ways of collecting the appropriate data which differ

considerably in context of money costs, time and other resource at

the disposal of the researcher.

Primary data can be collected either through experiment or

through survey. If the researcher conducts an experiment he

observes some quantitative measurements, or the data with

the

help of which he examines the truth contained in his hypothesis.

But in the case of a survey, data can be collected by any one

or

more of the following ways:

i. By observation


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i

i

.

Through personal interview

Amul Milk Union

Ltd.


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Makwana Mukesh G

iii. Through telephone interview

iv. By mailing of questionnaire

v. Through schedules

The researcher should select one of these methods of collecting the data taking

intoconsideration the nature of investigation, objectives and scope ofthe inquiry financial resources available time and the desired degree of accuracy.

17

7. EXECUTION OF PROJECT: execution of the project is very important

step in the research process. If the execution of the project

proceeds on correct lines, the data to be collected would be

adequate and dependable. The steps should be taken to ensure that

the survey is under statistical control so the collected information

is in accordance with the predefine standard of accuracy. Ifsome

of the respondents do not cooperate, some suitable methodsshould be designed to tackle this problem.

8. ANALYSES OF DATA: After the collected the data the researcherturns the task of analyzing them. The analyses of data requires a

number of closely related operations such as establishment of

categories, the application of this categories to raw data though

coding, tabulation and then drawing statistical inferences.

9. HYPOTHESIS TESTING: After analyzing the data as stated above,researcher is in a position to test the hypotheses, if any, he

had formulated earlier. Do the facts support the hypotheses or they

happen to be contrary? This is the usual question which should be

answered while testing hypothesis, various test, such as chi square

test, ttest, ftest, have been developed by statistician forthe purpose. The hypotheses may be tested through the use of one

or more of such tests, depending upon the nature and objectives of

researcher had no hypothesis to start with, generalizations

established on the bases of data may be states as hypotheses to be

tested by subsequent researcher in time to time.

10. GENERALISATION AND INTERPRETATION: If a hypotheses istested and up held several times, it may be possible for the

researcher to arrive at generalization, i.e., to build a theory, as a

matter of facts, the real value of research lies in its ability to arrive

at generalization. If the researcher had no hypothesis to start with



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he might seek to explain his findings in the bases of some theory.

It is known as interpretation the process of interpretation may

quite often trigger off new questions which in turn may lead to

further research.

11. PREPARATION OF THE REPORT OR THE THESIS: Finally, theresearcher has to prepare the report of what has been done by

him. Writing of report must be done with great care keeping in

view the following

i. Introduction: it should contain a clear statement of theobjectives of the research and an explanation of the methodology adopted in

accomplishing research. the

scope of the study along with various limitation should as well be stated in this part.

ii. Summary of findings: after introduction there wouldappear a statement of findings and recommendations in non technical language.

iii. Main report: the main body of the report should bepresented in logical sequence and broke down into readily identifiable sections.

iv. Conclusion: towards the end of the main text, researchshould again put down the results of his research clearly and precisely.



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Data Collection.

The task of data collection begins after a research problem has been

defined and research design/ plan chalked out. While deciding about the

method of data collection to be used for the study, the researcher should keep

in mind two types of data viz., primary and secondary data. Primary data:The primary data are those which are collected afresh

and for the first time, and thus happen to be an original in character.

Secondary data:The secondary data are those which have already been

collected by someone else and which have already been passed through the

statistical process.

The researcher would have to decide which sort of data he would

be using for his study and accordingly he will have to select one or the other

method of the data collection. The methods of collecting primary and

secondary data differ since primary data are to be originally collected, while in

case of secondary data the nature of data collection work is merely that of

compilation.

Data collection Method.

There are main two types of the data which are as under:

a. Primary data collection and

b. Secondary data collection

Primary data collection method:In case we do research of the

descriptive type and perform surveys, whether sample survey or other

surveys, then we can obtain primary data through observation or through

direct communication with respondents in one form or another.

There are several methods of collecting primary data, particularly in

surveys and descriptive researches.

I. OBSERVATION METHODII. INTERVIEW METHOD THROUGH QUESTIONER METHOD

III. SHEDULES ETC.,

Here was used questioner method because it was a descriptive

research method and empirical research method



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Collection of data through questioners: This method of data

collection is quite popular; particularly in case of big inquiries. It

is being adopted by private individuals, research workers, private

and public organizations and even by governments. A questioner

consists of a number of questions printed or typed in a definiteorder or forms.

Secondary collection method:As name suggest itself secondary datameans data which are already exist somewhere. It might be

used some where just we have to collect.

For my research study I have collected fresh data i.e. primary data

directly from relevant respondents in Bhavnagar district

Data Processing.

One should look to the process of market research which high

light the information collected which is like raw data. Thus, processing is the

next task, these deals with editing of survey forms, coding of

answers and ultimately the tabulation.

The data, after collection, has to be processed and analyses in

accordance with the outline laid down for the purpose at the time of

developing the research plan. This is essential for a scientific study and forensuring that we have all relevant data for making contemplated

comparisons and analysis.

"Processing implies editing, coding, classification and tabulation

of collection data". There are persons who do not like to make

difference between processing and analysis. Like Selltiz, Jahoda and

others.

21



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Sampling.

What is sampling?

It needs to be emphasis that when the universe is small one, it is

no use resorting to a sample survey. The respondents selected should beas representative of the total population as possible in order to produce a

miniature crosssection. The selected respondent constitute what istechnically called a 'sample' and the selection process is called 'sampling

technique'. The survey so conducted is known as 'sample survey'.

Algebraically, let the population size be N and if a part of size n of the

population is selected according to some rule for studying some

characteristics of the population, the group consisting of these n units is

known as 'sample'

Researcher must prepare a sample design for his study i.e., hemust plan how a sample should be selected and of what size such would

be.

Sample size:I have selected convenient sampling from Bhavnagar

district. My sample size is 50 respondents:

Housewife (15)

Tea maker (25)

Retailer (10)

Sampling design.

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

given population. It refers to the technique or the procedure the

researcher would adopt in selecting items for the sample. Sample design

may as well lay down the number of items to be included in the sample i.e.,

the size of the sample, sample design is determined before data are

collected. There are many sample designs from which a researcher can

choose. Some designs are relatively more precise and easier to apply than

others. Researcher must select/prepare a sample design which should be

reliable and appropriate for his research study.



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Steps in sampling design are as under:

A. Type of universeB. Sampling unit

C. Source list

D. Size of sample

E. Parameter of interest

F.Budgetary constraint

G. Sampling procedure



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Research design.

What is research design? In which way research design i

s related to descriptive and empirical research study?

"Research design is the arrangement of conditions forcollection and analysis of data in a manner that aims to

combine relevance to the research purpose with economy in

procedure."

The task of defining the research problem is the

preparation of the design of the research project, popularly

known as the "research design".

Descriptive research studies are those studies which are

describing the characteristics of a particular individual, or of agroup. Descriptive study concerned with specific predictions,

with narration of facts and characteristics concerning

individual, group or situation are all examples of descriptive

research study. Most of the social research comes under this

category. In descriptive research study must be define clearly,

what he wants to measure and must find adequate methods for

measuring it.

The research design in such studies must be rigid and not

flexible and must focus attention on the following.

(a)Formulating the objective of the study.

(b) Designing the method of data collection.

(c)Selecting the sample.

(d) Collecting the data.

(e)Processing and analysing the data.

(f) Reporting the findings.

According to above information report data from my researchstudy is

What the study is about and why is it being made?

The research study project is about the "Consumer's

satisfaction toward Amul milk in Bhavnagar District".



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This report is the part of our study and for the career also.

What technique of gathering data will be adopted?

This was the descriptive and empirical research study so from the research

design here used "questioner survey method".

How much material will be needed?

My survey was for the limited area and under questioner

method so that the material was from college reference and company.

From where the required data was found?

My research method was questioner based so the according

to research related information was gathering from retailer, housewife and

wholesalers etc. The other generalinformation was got from the "sarvottam dairy"sihor.

Processing and analysing the data.

Reporting the finding information and survey.



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PROBLEM DEFINING

Research is based on problem. Problem identification is the first stage in

research procedure. It is not necessary that research always make on the

problem study base but without problem research study can arranged by theresearcher for the required information related with it. Here the marketing

manager wants to know that through which criteria consumer satisfied and

which factors are important for them when they purchase amul milk.

Here, I make the research project report on the "Consumer Satisfaction

toward Amul milk" through this research project we have to know that which

criteria usually consider and which are beneficial for consumer and this study

project is my part of study and careerism part. Through this report marketing

manager can knew the consumer satisfaction level and what consumer

consider when they purchase the product of Amul milk. My project report is

through survey method in descriptive research and data collection method is

used through questioner.

After all I think I will give good information level and research problem

which are faced by me. Through this project I could know the how to make

research? Which method should use in what research I make? And which

research should apply on particular problem solving? So through this we can

come to know about such knowledgeable things.



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Data Analysis and Interpretation.

Data analysis: Analyses of data in a general way involves a number of

closely related operations which are performed with the purpose of summarizi

ng the collected data and organizing in such manner that theyanswer the resea

rch questions.Analysis categorized Descriptive analyses and statistical or inferential

analysis.

A descriptive analysis is largely of distributions of one variable.

Data interpretation:Interpretation refers to the task of drawing

inferences from the collected facts after an analytical or experimental

study. The task of interpretation has two major aspects (1) the effort to

establish continuity in research through linking the result of a given study

with those of another (2) the establishment of some explanatory concepts.

"In some sense, interpretation is concerned with relationships within the colle

cted data, partially overlapping analysis. Interpretation also extends

beyond the data of the study to include the results of other research, theory and h

ypotheses."

Thus, interpretation is the device through which the factors that seem to explain

what has been observed by researcher in the course of the study can be better un

derstood and it also provides a theoretical conception which can serve as a guide

for further researches.



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QUESTIONNAIRE RESPONDENCE

I, Makwana Mukesh G. from Dr. J. K. Patel Institute of Management making

research study project.

I promise that your reference will never use any wrong way. I will use

all this information only for my own objective. So please give your reference

without any doubt and confusion.

1. Personal profile:

NAME:

ADDRESS:

.

AGE: SEX: MALE [ ] FEMALE [ ]

OCCUPATION: ..

a) HOUSEWIFE

b) RETAILER

c) TEA MAKER

2. Which type of Amul milk you are using?

a) AMUL GOLD

b) AMULTAZA

c) AMUL TEA SPECIAL

d) AMUL SHAKTI

3. Time duration since when you are using Amul milk?

.



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4. Which criterion of the product is important for you?

a) QUALITY

b) PRICE

c) DURABILITY

d) ALL

5. Are you satisfied with the quality of Amul milk?

a) YES

b) NO

If no, Reason 6. When deciding the quality which characteristics you are using?

a) THICKNESS

b) FRESHNESS

c) TESTE

d) ALL

Makwana Mukesh G

7. What is your opinion about the price of Amul milk?

a) HIGH

b) SAME

c) LAW

8. Are you satisfied with the price of Amul milk?

a) YES b) NO

9. Are you getting fresh milk?

a) YES b) NO

10. What do you think about the service of retailer/distributor?

a) EXCELLENT

b) GOOD

c) AVERAGE

d) POOR

11. What do you think overall performance of Amul milk?



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a) SATISFACTORY

b) AVERAGE

c) NOT SATISFACTORY

12.

SUGGETION TO ... ..

Makwana Mukesh G


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2. Which type of Amul milk you are using?

Occupation Total No. of

respondents

Amul

Gold

Amul

Taza

Amu

lTe

a

Specia

l

Amul

shakti

Retailer

Housewife

Tea maker

Total

%

10

15

25

50

100%

7

15

3

25

50%

1

45

10%

2

18 20

40%

0%

Interpretation:Here, there are four types of milk and I having done survey on

the based of three occupation Housewife (15), Retailer (10), Tea Maker (25).

Here, the usage/ selling rate of amul gold product is higher in the housewife

and retailer while in case of tea maker it is lower.

In case of retailer of amul milk 7 people sales amul gold and 1 who sales

amul taza and 2 respondent who sales amul tea special. The rate of amul taza

is very low.

I was having chosen 25 tea makers for amul milk research project. Fromthem 3 are used amul gold and 4 respondent used amul taza and most of the

respondent used amul tea special.

From the above table we can say that the total percentage rate of amul

gold is higher in all three areas. So, the large part of people has satisfied with

using amul gold. And in second the rate of amul tea special is higher and the

third is amul taza which consumed by respondents. The use of amul shakti is

very often in the bhavnagar district.


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Types of Amul Milk

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Makwana Mukesh G

Amul GoldAmul TazaAmul Tea SpecialAmul shakti

% of

50%

40%

30%

40%

Respondents 20% 10%

0%

10%

0%

Amul Gold Amul Taza Amul Tea Amul

Special shakti



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3. Time duration since when you are using Amul milk?

Occupation Total No. of 2 to 4 5 to 10 10 to 15

respondents Years years years or

above

Retailer 10 6 3 1

Housewife 15 9 5 1

Tea maker 25 6 16 3

50 21 24 5

% 100% 42% 48% 10%

Interpretation:In my research project, I have divided in 3 categories to

year.

In first category, those respondents are included who are using amulmilk since 2 to 4 years. According to occupational survey report I come

to know about respondent's satisfactory level. From that survey there are 9

housewife respondents who are using amul milk since 2 to 4 year and

then there are 6 retailers and 6 tea makers. The total percentage of

respondent who using amul milk since 24 years is 42% in thebhavnagar district.

In the second category those are included who purchase amul milk since

5to 10 years. According to my report study I got 48% of

respondent's positive response toward amul milk because all those arenever used any other milk.

And the third category of year is those respondents who are using

amul milk since 10 to 15 year's long period of time. There is not highly

response but it is average or good response for amul milk in this

competitive market. Total percentage of respondent is 10%.



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2 to 4

5 to 10

10%

10 to 15 years or

above

42%

48%



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4. Which criterion of the product is important for you?

Occupation Total No. of Quality

respondents

Price Durability

RetailerHousewife

Tea maker

Total

%

10

1

5

2

5

5

0

100%

71

0

1

9

3

6

72%

2

2

4

%

437

14%

31

1

5

1

0

%

Interpretation:If consumer purchase only amul milk since long period of time

then why they are using amul milk which criteria are satisfied to them? Here inthis project I consider the three criteria of product which are mostly

considered by consumers. i.e., Quality, price, durability, and all.

According to first criteria there are 72% of respondent who are

consider the quality of amul milk and highly satisfied with it. In that case the

higher response is from the tea maker and who concentrate on the quality of

milk. There are 19 respondents who give concentrates on the quality of milk.

The second criterion of amul milk is price. Today according to market

situation what is the opinion of respondents for the price of amul milk is it

high or low. But according to my survey there are most of the respondents not

considering the price while they purchase amul milk because in compare to

quality the price of milk is good. But in contrast the price of amul milk is

normally high. The total percentage of price respondents is 10% who are

considered price when they purchase amul milk.

The third criteria is durability which considered by me for research.

The total percentage of respondent is 14% who considered the durability when

they purchase amul milk and they are all satisfied with durability of

milk.

And in last there are 10% of respondent who considers all the criteria of

product.


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% ofRe spondents

8

0

%

7

0

%

6

0

%

5

0

%

40

%

3

0

%

2

0%

1

0

%

0

%

72%

Criteria of Product

14%

4%10

%

Makwana Mukesh G

Quality

Price

Durability

All l

Quality Price Durability


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Al

l

l



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5. Are you satisfied with the quality of Amul milk?

Occupation

Retailer

Housewife

Tea maker

Total

%

Total No. of

respondents

10

15

25

50

100%

Yes

10 14 22

46

92%

No

1

3

48%

Interpretation:According this question I came to know that how

many respondents are satisfied with quality. According to my research study

project, the respondents of amul milk are highly satisfied with quality inbhavnagar district.

The total satisfied respondents who say that the quality of amul milk is

the best criteria and mostly considered by all respondents. The total % of

satisfied respondent with quality of milk is 92% while 8% respondents are

not satisfied with quality of product. So satisfaction levelis higher in matter of

quality in bhavnagar district.


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% of

100%

80%

60%

QualityResponce

92%

Makwana Mukesh G

Yes No

Respondent 40%

s 20%

0%

Yes

No

8%



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6. When deciding the quality which characteristics you are using?

Occupation Total No. of Thickness Freshness Test All

respondents

Retailer 10 3 2 3 2

Housewife 15 9 4 1 1Tea maker 25 16 2 3 4Total 50 28 8 7 7

100% 56% 16% 14% 14%

Interpretation:

According to above statement if consumers are satisfied

with quality of amul milk then which characteristics has considered by them to

decide quality. I having made research on three characteristics for decide

quality. And those characteristics mostly considered by them. i.e., thickness,

freshness, and test.

Thickness is accepted by 56% of respondents which is highest selected

characteristics because most of the tea maker gives concentrate on thickness of

milk. There have been 16 tea makers who are considered to thickness of milk

at a purchasing time. Then 9 house wife respondents and the retailer

who are not gave the priority to thickness.

The second characteristics is freshness because respondent always

purchase fresh milk but in this case the question is concentrate on that is it any

type of bad smell or other problems. 16% of respondents are satisfiedwith fresh ness of milk.

The third characteristic is test is there consumer satisfied with it or not.

Here 14% of respondents are considering the test and in that case the tea

maker response is higher.

Here conclusion is that highly market is covered by the thickness

characteristics of milk.



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60%

% of40%

characteristics

56%

Makwana Mukesh G

Thicknes

s

Freshne

ss

Test

Responde

nts 20%

0%Thickness

16% 14

%

Test

14%



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7. What is your opinion about the price of Amul milk?

Occupation

Retailer

Housewife

Tea maker

Total

%

Total No. of

respondents

10

15

25

50

100%

High

4

11

16

31

62%

Same

649

19

38%

Low

0

0%

Interpretation:According to present scenario the market is very hot

setuation means in short all people must consider the price factor of

product.

Here consumer said that the price of milk is high. According to my project report

I come to know that 62% of respondents not satisfied with pricelevel of amul milk.

There are 38% of people who are satisfied with price of amul milk. But

those are satisfied with compared to quality .and third option is the price is

law or not but the price of milk is same compared to their quality.



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Price Opinion

0%

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Mukesh G

High

Same

Low

38%

62%


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8. Are you satisfied with the price of Amul milk?

Occupation Total No. of Yes No

respondents

Retailer 10 6 4

Housewife 15 5 10

Tea maker 25 10 15

Total 50 21 29 %

100% 42% 58%

Interpretation:According to earlier statement of the question there is

62% of respondents said that the price is high and in the context with the

response of respondents is very poor. 58% of respondent is not agreed

with the price level of amul milk because they are not satisfied with price.

42% of respondent who satisfied with price in context of quality all

these are consider satisfactory level in compare with other milk producer

in bhavnagar district.

34



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Price Satisfaction Rate

58

Yes

No

% of

6

50

40

42%

Respondents 30%

20%

10%

0%

Yes

No



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9. Are you getting fresh milk?

Occupation

Retailer

Housewife

Tea maker

Total

%

Total No. of

respondents

10 15

25 50

100%

Ye

s

1

0

1

5

2

5

5

0

100

%

No

0

0%

Interpretation:This question survey is related with dealership servicemeans all are get dealership service better or not if get good service then

all are getting fresh milk.

Here the response of consumer is 100% means there is no problem like

only just they can get in the morning and there is no other time to

provide milk but there is no such problem all are getting fresh milk. There

no problem likes bad smell etc.


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Availibility of Fresh Milk

0%

100%

Yes

No



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1. What do you think about the service of retailer/distribu

tor?

Occupation Total No. of Excellent Good Average Poor

respondents

Retailer 10 2 6 1 1

Housewife 15 1 9 1 4

Tea maker 25 12 8 - 5Total 50 15 23 2 10

% 100% 30% 46% 4% 20%

Interpretation:Accordingto above information from market. The response is 100%

but from the consumer point of view - in my project I divide the consumer

satisfaction level in different step like, excellent, good, average,

and poor.

30% of respondents highly satisfied with service of retailer/ distributorthere is no problem above any thing.

And 46% of respondents who are included in lower then excellent

performance of distributor services. And now in the third category 4% of

respondents face some problems toward distributor.

And now last 20% of respondent have very poor performance of

distributor or retailer due to such problems like taken high price than the

printed price, not provide on the time etc



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Service of Retailer/ Distributor

46%Excellent

Good

Average

Poor

50%

40%3

0

%

% Of 3 20%

Respondents 20%

10%

0%

4%

ExcellentGood Average

Poor


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11. What do you think overall performance of Amul milk?

Occupation

Retailer

Housewife

Tea maker

Total

%

Total No. of

respondents10

15

25

50

100%

Satisfactory

68

10 24

48%

Average

47

14

25

50%

Not

satisfactory

1

1

2%

Interpretation:Here the performance of amul milk is highly 50% means

there are 50% of respondents in bhavnagar district are satisfied at average

level not very high satisfactory and not very low.Now 48% of respondents are fully satisfied and in third 2% of respondents

only not satisfied in bhavnagar district.

From above table and interpretation I came to know the conclusion is that the

performance of amul milk is very good with compared to other milk

producers.


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Perf2%mance

50%

or satisfaction

48%

Satisfactory

Ave

rag

e

Not

satisfactor

y



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4. Limitations of research study of "consumer satisfaction

survey toward Amul milk".

All research has some research problems that are called research

limitation. And here some limitations which are founded by me whichrelated with my research method those are as under.

1) The descriptive research study is a highly time consuming.

2) Some time due to false information the study divert wrong

direction.

3) Due to some wrong questioning also make faulty research and

also due to lack of questions style means communication skill.

4) This research is some time not helpful like in broad areas of

analyses.

5) Due to insufficient information means problems relating to the

process of data collection and related things.



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12. Suggestions which are got from the consumers for the

amul milk

According to my survey from the market I come to know about

the some problems in the amul milk. Those problems are faced by theconsumer in present time. But the performance of the amul milk is

better than the other milk produced company.

Here the problems are not very high percentage because

according to my survey object I got better performance of amul milk in the

bhavnagar district. Here my intension is to check out that

consumers of amul milk are satisfied or not?

There are some problems which are as under

o High price is the current main problem according to majority view.

o There are few people not satisfied with the quality. Here this

problem is very low percentile of total size of sample.

In quality overall performance is not bad but from the tea

maker's point of view the thick ness of the milk is decreased

than earlier.

o The percentile of the packaging and dealer ship problem is very

low.

But the performance of the amul milk is very good and

satisfactory in the bavnagar district. The amul milk is fully satisfied to

the all users.



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Conclusion

Makwana Mukesh G

From my research study part I come to known that which are the

most important factored in the amul milk and through which factor they are

satisfied. According to my project topic" consumer satisfaction" I

make research on it and ultimately I got some result about satisfaction

of consumer.

In the bhavnagar district the satisfaction toward amul milk is

better than the other milk producer. From consumer point of view they

are mostly satisfied with quality and so that they never concentrate on

the price factor. From my research study quality of amul milk is better in case

of amul gold. 92% of respondent have satisfied with the amul

milk brand i.e., amul gold, amul tea special etc.

There are negative responses toward price of amul milk. From the

consumer point of view the the price of milk is very high. But in order to

quality also better. Here most of the tea maker purchase the tea special

otherwise amul gold. The result of amul milk is not satisfactory than the

earlier milk. Because they having some problem in quality and

dealership and price.

In short the consumer of amul milk is average satisfied with its

performance in bhavnagar district. In present time the consumers of

amul milk is highly satisfied with quality.



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Bibliography

Makwana Mukesh G

1. Research Methodology - C.R. Kothari

2. Marketing research - king's



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1. Personal profile:List of Respondents

No Name Address Age TTEA MAKER

1. Rafik Bhai Hasan Bhai Saiyad Gayatri Chamber, 40 2523389

Station Road, Bhavnagar.

2 Masir Bhai Pathikashram, 65 9426967636

Nr; Lakhani Market, Bhavnagar.

3 Jitu Bhai Manvani Muskan Tea, Station Road, Sihor. 35 9898591881

4 Vikram Sinh Jadeja Nr; Bus Stop, Bhavnagar. 40

5 Jagdish Sinh B Gohil Gangajaliya talav, Rajvadi cha ghar, 35

Bhavnagar.

6 Kmal Bachubhai Tolani Kalanala chowk, Nr; Trade 25

Centre,Bhavnagar.

7 Kessu Bhai Notan Das Kalanala chowk, Krushn Vijay Hindu 40

Hotel, Bhavnagar.

8 Nurabhai Chavala Panchmukha Mahadev, Main Bazar, sihor 30

9 Tejas Bhagvanbhai Makwana Panwadi, Bhavnagar. 19

10 Hanifbhai Sumra Rajwadicha ghar, station road, 57 9898585428

Bhavnagar.

11 Chandu bhai Notandas Bhid Bhanjan,Shree Shubh Restaurant, 45

Bhavnagar.

12 Rafik Bhai chavala Kalanala,Bhavnagar. 55

13 Parchit bhai Dhanamal Nagdev Narayan Hotel, Highcourt Road,JK street, 28

Bhavnagar.

14 Pavanbhai Nanubhai Narayan cha ghar, GF41 Ground 37

floor,Business Centre,Bhavnagar.

15 Rasulbhai Bachubhai Sonalia Station Road,Sihor. 50

16 Vakhani Chandu Bhai M Jashonath chowk,Taxi stand,Bhavnagar. 42

17 Nanubhai Nagabhai chauhan Hari om Cha Ghar, Main bazar,Sihor. 40 9428389978

18 Mausinbhai Satar bhai Khodiyar Mandir, Sihor. 20 223670

19 Bharat bhai Rangit bhai dabhi Vandna Cha ghar,Bhavnagar road, sihor. 40 9375719952

20 Allarakhabhai Manekvadi,Station Road, Bhavnagar. 65 21

Jitendra bhai diyal bhai Chamunda Cha ghar,Main bazar, sihor. 35

Makwana

22 Budha bhai Magan bhai Mer Railway station,Sihor. 43 9725225384

23 Dinesh bhai Bhupat bhai Panwadi, Bhavnagar. 50Chauhan

24 Guarav D nirmal Amba Choak, Bhavnagar. 22 9924329631

25 Thakkar Maruti Cha Ghar Sanskar Mandal, Bhavnagar. 50 9558584186

HOUSE WIFE1 Bhavna ben Pankaj Bhai Kothari Dholakiya Sheri, SIHOR 45 9601961600

2 Jasiben Dinabhai Ramjimandir Same,Panwadi, Bhavnagar. 42 3

Bagdaria Madhuben Tulsi Bhai Plot no :34 Maruti nagar, Railway 45

999838173

station road, sihor,



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4 Chauhan Manjuben D Sai baba society, sihor. 47 9974868797

5 Sumat baa Bachubha Gohil Jagdish Nagar, Rajkot Road, Sihor. 3 5 231661 6

Laxmiben Bharat bhai all Ghogha road, gurukul, Bhavnagar. 40

9714941217 7 Nita ben Hitesh Giri Panwadi, Nr:

Vadvala Mandir, 25 9723345617

Bhavnagar.

8 Jayshree ben R Mehta Dhobi Sheri, Mori no khacho, Sihor. 40

9 Hinaben Uday bhai Kharchuria Vadva Post office,Panwadi 41 43323

Chowk,Bhavnagar.

10 Radhaben Jabra bhai All Lakhaji Ngar, Bhavnagar. 40 9913384258

11 Minaben Suresh Bhai Solanki Jagyali sadak Panwadi Bhavnagar 35 12

Bhadrka Jaya ben M 123 Chitra, G I D C ,Bhavnagar. 50

9428496854 13 Sanghavi Rasila Ben .D

Behind Jalaram Lati, Railway station 40 9099328800

Road Sihor.

14 Sehnaj Ikbalhasan belim Bhagvati Nagar, Garibsha pir ni 42 9898397157

darga,sihor.

15 Minaben Bharat bhai Rathod Ahemdabad Road , sihor 30 9016948525

RETAILER1 Ghanshyam Natu bhai chavda Somnath Pan Parlar, Sihor. 22 9723661548

2 Baraiya KanjiBhai T Jawahar Nagar, Bhavnagar. 35

3 Gohil Jitubha Railway Station, Chamunda Dudhalay, 50

Sihor

4 Kunjan Trivedi Gayatri Pan centre, Ghanghli road. Sihor. 25 9998692843

5 Rohitbhai Rathod Chamunda Pan centre, Ahemdabad 30

Highway,Sihor.

6 Ashish Gohil Madhuli Pan Parler,Sitaram 30

Chowk.Kaliyabid, Bhavnagar.

7 Labhubhai Nagabhai Chauhan Hari Om Cha Ghar, Main Bazar, Sihor. 35 9426274900

8 Hiteshbhai Vadhera Panwadi Chowk, Bhavnagar. 32 94294704749 Umesh Bhai D Makwana Morcha Sheri, Main bazar, Sihor. 31 222807

10 Vasani Prakashbhai K Mohan Tirth, Sidsar Road, Bhavnagar. 40



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A DESCRIPTIVE RESEARCH

STUDY REPORT

ON

"CONSUMER SATISFACTION SURVEY IN BHAVNAGARDISTRICT WITH THE

SPECIAL REFERENCE TO SARVOTTAM DAIRY"

PREPAID BY : GUIDED BY :MAKWANA MUKESH G. Mr. HASMUKH BHAI

MBA 2ND SEM, PRODUCTION MANAGER,

DR.JKPIM,BARODA SARVOTTAM DAIRY,SIHOR

GTU.

SUBMITTED TO

SARVOTTAM DAIRY, BHAVNAGAR ROAD, SIHOR.



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