A Study of Consumer Satisfaction with Respect to Vadilal Products At Dharampur Region

Vadilal Industries Ltd

Dharampur

Project Guide:-

Santosh Singh Mr. Prashant Singh

MBA 2nd Year Student, PA – General Manager

SSR IMR, Silvassa- 396230, DNH

Table of Contents

Industry Profile

Company Profile

About the topic & Objectives of the study

Data Analysis

Findings & Suggestions

Other Learning

Industry Profile

Food & Beverage IndustryAbout The Ice- cream Ice Cream is the most famous delicacy all over

the world. People of all ages love ice cream and frequently enjoy it.

Ice-cream is one of the most important part of FMCG sector. It comes under Food and Beverage segment. The total market value of Ice-cream trade in India is more than Rs.20000 cr. It is increasing day by day.

Food & Beverage Industries

India is the world’s second largest producer of food next to chine and has the potential of being the biggest with food and agriculture sector.

The food processing industry is the one of the largest industries in India, it Rank’s Fifth in terms of production, Consumption, export and expected growth.

The Government has Formulated and implemented several Plan schemes to provide financial assistance for setting up.

1. Dairy, Fruits & Vegetable Processing.2. Grain Processing 3. Meat & poultry Processing 4. Fisheries.5. Consumers Foods Including Packaged Food ,

beverages and packaged drinking water.

.

Food & Beverage Industries continues……

Company Profile

Vadilal Industries (VIL), promoted by R R Gandhi and L R Gandhi ,Vadilal's Processed Foods and Frozen Vegetables division which was started its activities in March 1991 with 5400 MTPA plant has grown to a 16200 MTPA capacity for processing of fruits and vegetables.

This Dharampur facility which has the capacity to produce frozen fruits and vegetables like mango pulp, mango slices, pineapple tit-bits, tutty fruity, sweet corns, peas, grapes etc. Vadilal was part financed by the public issue in Oct. '89.

The company entered the international market in 1996-97, the company has installed the Individually Quick Frozen (IQF) facilities with a capacity to process 2 MT of fruits and vegetables per hour at its existing Dharampur plant, at a total project cost of Rs 6 crores .

Today, Vadilal exports around 175 products, which include Canned and Frozen Vegetables such as Pigeon Peas.

Company Profile Continue……..

Separate and ultra-hygienic wash rooms for workers.

UV treated and softened water for plant generating zero bacteria water for use in washing and production.

Cleaning-in-place system (C.I.P.)Online quality control testing during

production: by conducting Chemical / Microbiological / Organoleptic tests at different intervals of time.

Company Profile Continue……..

About the Topic……

A Study of Consumer Satisfaction with respect to Vadilal products at Dharampur region

To know the satisfaction level of consumers.

Understanding the concept as customers view point.

Collecting the information regarding to product experience.

Objectives of the study

To understand the significance of Customer Satisfaction for Organisations.

To conduct a study on Customer Satisfaction for Vadilal Products at Dharampur Region

Data Analysis

The survey for the study was attempted with a sample size of 100 Customers of Vadilal Products.

The study highlights the consumer awareness and their satisfaction level with respect to Vadilal products.

Referring to the preference of the respondents, Vadilal stands on top followed by Amul.

Data Analysis continues……

Vadilal Mother Dairy

Amul Kwality wall's

Others0

10

20

30

40

50

60

70

59

3

29

72

One of facts state that most of the consumers purchase products once a week

Data Analysis continues……

Every

day

3-4

Tim

es A

...

Once A W

eek

Once A M

...

Occas

iona

lly0

1020304050

5 9

46

2515

Data Analysis continues……

The analysis reflects that most favorite brand product as per survey is ice-cream products and then fruit pulp

Ice-cream; 49

Ready vegetables (RTS); 10

Fruit pulp, 31

Chinese and South Indian; 9

others; 1

Data Analysis continues……

Product flavors and company image are the factors that inspires respondents the most for purchases.

QualityFlavours

Company Image Advertisement

05

10152025303540

Data analysis continues…….

Likert scale method was adopted to gauge the perception of customers.

Study reflects that ice-cream and mango pulp are more preferred and favorite product of customer

Ice-creamMango pulp

VegetablesSpices

Others

0

10

20

30

40

50

60

17

13

5350

37

5

19

3037

36

5351

27

42

30

Excellent very good good average poor

the customers are usually bought the products from retail stores and ice- cream parlour .

Data Analysis continues……

Ice-Cream Parlour23%

Super Market13%

Retail store57%

Your Organisation (Canteen/Cafetria)

7%

Data Analysis continues……

The study reveals the fact that 89% of the respondents are satisfied, while 11% of the respondents are highly satisfied with Vadial products.

Highly satisfied11%

Satisfied89%

Vadilal provides reasonable price products to its customers.

Most of respondents are satisfied with the service provide by Vadilal.

 

Data Analysis continues……

Findings & Suggestions

The Researcher has realised the fact that Vadilal is leading in ice-cream Segment due to its huge product varieties and price range.

The Research observes that Summer Season (especially February-to-May) is the peak time for Ice Cream sales as due to Marriage & festivals time.

The study reflects that most of the customers (89%) are satisfied with the performance of the products.

SUGGESTIONS:

The possible area of improvement may be to cater the various other flavors of the competitors to its customers.

Some respondents are suggesting improvement in the mango pulp for a better taste.

Overall Experience from the Project

It was a good experience and very effective

Industrial exposure.

Field Knowledge

At last I would like to thank Vadilal industries

and my Institute for providing me with such a

wonderful opportunity.