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CUSTOMER SATISFACTION

CHAPTER-1

CONCEPTUAL FRAME WORK

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CUSTOMER SATISFACTION CONCEPTUAL FRAME WORK


Marketing was assumed much importance in the present day business world. The success
or failure of any organization depends on marketing. A business organization may produce goods
and services by adapting efficient management techniques. But merely producing goods and
services, there will not be any profits. It has to market these, and only marketing will generate
revenues, all other activities in expense.
Marketing is the distinguishing and unique function of the business. A business is set apart
from all other human organizations by the fact it markets a product or services. Any organization
that fulfills marketing a product or service is a business. Any organizations in which tings are
either absent or incidental is not a business and should never be run as if it were one.
: - Peter.F.Drucker

MARKET
A group of potential customers want the product offered and that has the resources, the
willingness and ability to purchase it.

MARKET SURVEY
Market survey is the most commonly used method of primary data collection in marketing
research. Survey is conducted in case of descriptive research studies where as experiments are a
part of experimental research studies.

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CUSTOMER SATISFACTION
After studying in depth the Dodla dairy Ltd. it rather imperative to know about the
concept of customer satisfaction. The following is a brief introduction of it
Todays companies are facing their toughest competition in decades. The companies can
confront their competition better if they can move from a product and selling philosophy to a
customer to and marketing philosophy .for doing the above task better we need to meet and
satisfy customer need. Companies wanting to, let alone services, need a new philosophy. Only
customer-centered companies will win those that can deliver superior value to their target
customers.
The concept of value of the customer may mean quite different from one customer to the
other. We know that customer mostly is value maximizes. Before we go to the idea of customer
satisfaction it is true that buyers will buy from the firm they perceive to offer the highest
customer delivered value.

CUSTOMER DELIVERED VALUE


Its the difference between total customer value and customer cost. And total customer
value is the bundle of benefits customer expect from a given product or service. Thus the seller
has to aim at the above customer delivered value and then only they can attain the objective of
customer satisfaction.

DEFINATIONS OF CUSTOMER SATISFACTION


Thus we assert that the buyer frame a judgment of value and the acts according to it.
Whether the buyer is satisfied after purchase depends upon the offers expectations. Here is our
definition of customer satisfaction.
Satisfaction is the level of a persons felt state resulting frame comparing a products
perceived Performance in relation to the persons expectations. Expectations are formed on the
basis of the buyers past experience, statements made by friends and associates and marketer and

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competitors information and promises. Some of todays most successful companies are rising
expectations and delivering performance to match.
So it is necessary for every organization to become aware of customers need and to satisfy
them.
Kotler(1997) defines customer satisfaction as follows:
Satisfaction is a person's feelings of pleasure or disappointment resulting from comparing a
Products perceived performance (or outcome) in relation to his or her expectations.
Brown(1992) defines customer satisfaction as:
The state in which customer needs, wants and expectations throughout the product or service's
life are met or exceeded resulting in repeat purchase, loyalty and favorable worth-of mouth.
According to Jones and Sasser (1995), four basic elements affect customer satisfaction.

They are: The basic elements of the product or service, basic support services, a recovery process
for counteracting bad experiences, and extraordinary service. There are many definitions of the
key elements of the services, but this one is considered appropriate in the context of care or after
sales services.

Satisfaction is a function of perceived performance and expectation. If the performance matches


the expectations the customer is satisfied. If the performance exceeds the expectation the
customer is highly satisfied and delighted. If the performance does not match the expectations
the customer is dissatisfied. Satisfaction is a persons feelings of pleasure of disappointment
resulting for comparing a motor perceived performance (out-come) in relation t his/her
expectation. The link between customer satisfaction and customer loyalty is proportional.
Suppose customer satisfaction is rated on a scale from 1 5. At a very low levels of customer
satisfaction.
.Level-1, customers are likely to abandon.
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Level-2 to 4, customers are fairly satisfied but still find tit easy to switch when a better
offer comes along.
Level-5, the customer is very likely to repurchase an even spread good word of mouth
about the company.

Customers are very likely to repurchase

LEVEL5

Customers are fairly satisfied

LEVEL 2-4

Low level of customer satisfaction

LEVEL 1

The key to generating high customer loyalty is to deliver high customer value. A
companys value proposition is much more than its positioning on a single attribute. Most of the
successful companies are raising expectations and delivering performances to match. These
companies are aiming for TCS Total Customer Satisfaction. Customer satisfaction is both a
goal and a marketing tool. Companies that achieve high customer satisfaction ratings make sure
that their target market is known.

After sales support management system is apart of ERP Enterprise Resource Planning
solution dealing with the support module after the sales of product. It creates an advanced
environment to the organization, which are in to technical support after sales e.g. Companies
offering electronic goods and motor vehicles etc.
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Measuring customer satisfaction


Organizations need to retain existing customers while targeting non-customers;. Measuring
customer satisfaction provides an indication of how successful the organization is at providing
motor and/or services to the marketplace.
Customer satisfaction is an abstract concept and the actual manifestation of the state of
satisfaction will vary from person to person and product/service to product/service. The state of
satisfaction depends on a number of both psychological and physical variables which correlate
with satisfaction behaviors such as return and recommend rate. The level of satisfaction can also
vary depending on other factors the customer, such as other motor against which the customer
can compare the organization's motor.
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Work done by Parasuraman, Zeithaml and Berry (Leonard L) between 1985 and 1988 delivered
SERVQUAL which provides the basis for the measurement of customer satisfaction with a
service by using the gap between the customer's expectation of performance and their perceived
experience of performance. This provides the researcher with a satisfaction "gap" which is semiquantitative in nature. Cronin and Taylor extended the disconfirmation theory by combining the
"gap" described by Parasuraman, Zeithaml and Berry as two different measures (perception and
expectation) into a single measurement of performance relative to expectation.
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 in terms of their
perception and expectation of performance of the service being measured.

Methodologies
American Customer Satisfaction Index (ACSI) is a scientific standard of customer satisfaction.
Academic research has shown that the national ACSI score is a strong predictor of Gross
Domestic Product (GDP) growth, and an even stronger predictor of Personal Consumption
Expenditure (PCE) growth. On the microeconomic level, research has shown that ACSI data
predicts stock market performance, both for market indices and for individually traded
companies. Increasing ACSI scores has been shown to predict loyalty, word-of-mouth
recommendations, and purchase behavior. The ACSI measures customer satisfaction annually for
more than 200 companies in 43 industries and 10 economic sectors. In addition to quarterly
reports, the ACSI methodology can be applied to private sector companies and government
agencies in order to improve loyalty and purchase intent. Two companies have been licensed to
apply the methodology of the ACSI for both the private and public sector: CFI Group,
Inc.applies the methodology of the ACSI offline, and Foresee Results applies the ACSI to
websites and other online initiatives. ASCI scores have also been calculated by independent
researchers, for example, for the mobile phones sector.
The Kano model is a theory of product development and customer satisfaction developed in the
1980s by Professor Noriaki Kano that classifies customer preferences into five categories:
Attractive, One-Dimensional, Must-Be, Indifferent, Reverse. The Kano model offers some
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insight into the product attributes which are perceived to be important to customers. Kano also
produced a methodology for mapping consumer responses to questionnaires onto his model.
SERVQUAL or RATER is a service-quality framework that has been incorporated into customersatisfaction surveys (e.g., the revised Norwegian Customer Satisfaction Barometer) to indicate
the gap between customer expectations and experience.
J.D. Power and Associates provides another measure of customer satisfaction, known for its topbox approach and automotive industry rankings. J.D. Power and Associates' marketing research
consists primarily of consumer surveys and is publicly known for the value of its product awards.
Other research and consulting firms have customer satisfaction solutions as well. These include
A.T. Kearney's Customer Satisfaction Audit process, which incorporates the Stages of Excellence
framework and which helps define a companys status against eight critically identified
dimensions.
For Business to Business (B2B) surveys there is the InfoQuest box. This has been used
internationally since 1989 on more than 110,000 surveys (Nov '09) with an average response rate
of 72.74%. The box is targeted at "the most important" customers and avoids the need for a
blanket survey.

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Improving Customer Satisfaction
Published standards exist to help organizations develop their current levels of customer
satisfaction. The International Customer Service Institute (TICSI) has released The International
Customer Service Standard (TICSS). TICSS enables organizations to focus their attention on
delivering excellence in the management of customer service, whilst at the same time providing
recognition of success through a 3rd Party registration scheme. TICSS focuses an organizations
attention on delivering increased customer satisfaction by helping the organization through a
Service Quality Model.
TICSS Service Quality Model uses the 5 P's - Policy, Processes, People, Premises,
Product/Services, as well as performance measurement. The implementation of a customer
service standard should lead to higher levels of customer satisfaction, which in turn influences
customer retention and customer loyalty.

The functional features include:

Customer complaints tracking


Service engineers information tracking
Job scheduling for the complaints
Spares management
Online support
Reports

Customer complaints tracking

Complaint is the start point of any technical support system. With out a client request the
technical support is not initiated. Complaint tracking is done as follows:

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Client may come down or make a phone call or complaint online


The client is validated. The client may have an annual maintenance contract or may
have a product in warranty or of warranty.
The intensity of the complaint is to be estimated to allocate resources.
Expected service type has to be finalized. It may be online assistance indoor or onsite
assistance.

Service Engineers information tracking:


Information about the engineers is inevitable in job scheduling. Information about the
engineers has to be added, deleted or modified in the database. It may contain the following: the
name, id of the engineer; the skill set of the manager; the status of the engineer.

Job scheduling for the complaints:


Job scheduling means sequencing the request to its intensity, assignment of a service
engineer and creating a job card. It is done to optimize the technical resources and to render the
best service to the customer. Minor problem are processed by technicians requests are handled by
the expert team.

The job card includes the following:


The compliant id, the assigned engineer id, the data and time of service, the spare details, no.
of man hours required etc.
The spare part name and serial number
The available quantity of each spare part
The prize, warranty and other specifications
The supplier information.

Online support:

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The service is done online also. The client may visit the website to obtain basic support
information about the product and FAQ. He can chat with the service engineer on phone or
online.

Report:
The report reflects the current status of the system. The reports that can be generated are as
follows:
Customer request report status of the system. The reports that can be requests.
Service engineer report provides the information about the skills and strengths of the
support team.
Job scheduling report states the allotment of engineers to jobs.
Spares report discloses the availability of all the shapes in the system.
Receipts and payments report gives information about the cash flow in the system.
Bills generation.

Customer satisfaction tracking:


Customer satisfaction is the key concept to dictate the future of the organization. In order
to maximize the customer satisfaction along with quick response and efficient service some other
activities are to be performed.

They may be as follows:


Reception of the customer with hospitality.
Entertaining environment to the customer.
Providing guidance about the usage and maintenance of the product.
Offering gift and discounts.

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Operationalisation of Customer Satisfaction


As customer needs and expectations are changing all the time, this will lead to a situation
whereby customers keep setting ever higher standards, and therefore to achieve perfection is
impossible. Markets should be seen as a group of individual companies, and each of them must
be treated individually with different requirements, experiences, commitments, and relationships.
Implementing customer satisfaction philosophy means identifying customers, then identifying
their needs and expectations and finally, measuring their perceptions. Knowing the needs of the
customer makes it easier to anticipate the ideal set of motor and services. A major flaw for all the
companies has proved to be their inability to understand other ways that customers can be
satisfied. By implementing direct and continuous employee contacts with the customers, the
customers' requirements and expectations can be determined. This employee-customer
connection additionally conveys the message that the company cares about their customers.
Customer needs can be determined through marketing research, customer interviews,
reading customer concerns, or involving customers in the design of services and service
deliveries. In order to decide if the service can be provided at a profit, it is necessary to link
value equation to the strategic service vision. Working together with both supplier and customer
can increase profitability by expanding margin potential.
A customer satisfaction study should begin by asking about the factors affecting customer
satisfaction, how important those factors are for the whole, and the level of customer satisfaction.
A problem with customer satisfaction surveys (Naumann, 1994) is that a poor customer
satisfaction programme yields vague data and raises customer expectations. If customer
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expectations are raised and a company's performance remains the same, the customer's overall
satisfaction will decrease.

Business Definition for: After-sales Service


Customer support following the purchase of a product or service. In some cases, aftersales service can be almost as important as the initial purchase. The manufacturer,
retailer, or service provider determines what is included in any warranty (or guarantee)
package. This will include the duration of the warranty traditionally one year from the
date of purchase, but increasingly two or more years maintenance and/or replacement
policy, items included/excluded, labor costs, and speed of response. In the case of a
service provider, after-sales service might include additional training or helpdesk
availability. Of equal importance is the customer's perception of the degree of willingness
with which a supplier deals with a question or complaint, speed of response, and action
taken.

After Sales Excellence


After Sales Excellence is a key driver for customer satisfaction and loyalty but also a very
important source of revenues and profits throughout a vehicle lifecycle. Our after sales experts
support our clients in all relevant areas of after sales service to improve the internal cost base, the
retail attractiveness as well as customer satisfaction. Our results are measurable - significant
improvements on key indicators such as warranty costs, service quality, and fixed first visit rate.

Supply Chain Excellence


Our Supply Chain Excellence service enables you to realize substantial improvements in your
supply chain performance in terms of cost, efficiency, lead times, demand management,
customer service and working capital requirements. We measure, improve and qualify supply
chain organizations and processes and support our clients by identifying and rapidly
implementing cost and efficiency savings in the entire supply chain. This can be achieved with
the comprehensive, cross-functional redesign of all logistics processes leveraging the entire
supply chain including customers and suppliers. With our proven Integrated Supply Chain

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Excellence Audit we quickly identify gaps to proven best practices and benchmarks within, and
beyond, the Automotive Industry.

Value Chain Design


Constantly reviewing the companies value chain in a rapidly evolving environment; deriving
required core competencies and partnerships is a key management responsibility. We help our
clients design their value chain in terms of a global engineering footprint, production and service
network, thereby improving efficiency and customer satisfaction in alignment with corporate
strategy.

Customer Contacts and Relationships


In all cases, the supplier had been involved with the customer since the beginning of the
network building. It is difficult to distinguish whether some of the changes in customer-supplier
relationship were due to the duration of the relationship between the two parties and whether
some of the changes were caused by changes in the customer's needs resulting from the
customer's new position in the network life cycle curve. For the results of this research, that
question in terms of the underlying factors has not addressed, but for future studies, it would be
relevant to clarify which of these two factors is the more significant or in fact, whether they can
be distinguished.

Relation of the Care to Customer Satisfaction


Innis and La Londe (1994) discovered that several customer satisfaction variables
significantly affect a customer's total customer satisfaction. Customer service attributes received
high ratings for the importance of customer satisfaction. Attributes for physical distribution of
customer service were rated higher than many marketing attributes.

Most Important Services


Barsky (1995) proposed that what is important for one customer may not be important for
another. Barsky proposes this in the area of priority marketing, and the idea was applied to
different services in general. When a buyer considers closer integration with a supplier, they may
consider that it will most likely limit the number of potential suppliers and fear that the partner
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may take advantage of this by increasing prices or delivering poorer quality or poorer service.
Interlocking with the supplier can limit the opportunity to acquire innovations if the supplier
lacks the capability of being a leading-edge supplier. Research has shown that there are
frequently differences between the views of the supplier's management on customer value and
the customers' views on what they say they value. This was studied in the present study as well.
Customer Satisfaction is supreme in business. It focuses on how to satisfy people who are
using our product or services. Delivering great customer satisfaction is no accident. Its the result
of skilled planning and exceptional management practices. At any help desk; customer
satisfaction is a key indicator of success.

Theoretical over view on customer satisfaction


Satisfaction in persons feelings of pleasure of disappointment resulting from comparing
a products perceived performance (out come) in relation to his or her expectations.

Customer perceived value


Our premise is that customers will buy from the firm that they see as offering the highest
perceived value. Customer perceived value (CPV) is the difference between the prospective
customers evaluation of all the benefits and all the costs of an offering and the perceived
alternatives.
Total customer Value is the perceived monetary value of the bundle of economic, functional and
psychological benefits customers expect from a given market offering. Total Customer Cost is
the bundle of costs customers expect to incur in evaluating, obtaining, using and disposing of the
given market offering.

Total Customer Satisfaction


Whether the buyer is satisfied after purchase depends on the offers performance in
relation to the buyers expectations. In general, satisfaction is a persons feelings of pleasure of
disappointment resulting from comparing a product perceived performance (or outcome) in
relation to his or her expectations. If the performance falls short of expectorations, the customer

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is dissatisfied. It is the performance matches the expectations, the customer is satisfied. If the
performance exceeds the expectations, the customer is highly satisfied or delighted.

Measuring Satisfaction
Although the customer centered firm seeks to create high customer satisfaction, that is no
its main goal. If the company increases customer satisfaction by lowering its price or increasing
its services, the result may be lower profits. Even bad-mouth it. At levels two or four, customers
are fairly satisfied but still find it easy to switch when a better offer comes along.
At level five, the customer is very likely to repurchase and even spread good work of mouth
about the company. High satisfaction or delight creates an emotional bond with brand or
company.
High satisfaction or delight creates an emotional bond with the brand or company, not
just a rational preference.

Customer expectations
From past buying experience, friends and associates advice, and marketers and
competitors information and promises. If marketers raise expectations too high, the buyer is
likely to be disappointed. However, if the company sets expectations too low, it wont attract
enough buyers (although it will satisfy those who do buy).

Delivering high customer value


The key to generating high customer loyalty is to deliver high customer value. According
to Micheal planning, in his delivering profitable value, a company must design a competitively
supervalue proposition aimed at a specific market segment, backed by a superior value-delivery
system.
The value proposition consists of the whole cluster of benefits the company promises to
deliver, it is more than the core positioning of the offering.

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CHAPTER-2

INDUSTRY PROFILE

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MILK INDUSTRY PROFILE


The domestication of cattle occurred between 6000 and 10,000 years ago. Not much known
about the history of this period, but men probably hunted cattle as wild animals prior to the time
that they were domesticated. Later the cow was made as sacred animal and is still so considered
by a part of the population of India.
Various stages of dairy industry origin as follows:-

THE DAIRY INDUSTRY PRIOR TO 1850:


For over 225 years following the first settlements in America very little changes look place
in the methods of producing milk or in the manufacture of dairy products.
Feed supplies has to be shipped from the country areas and ordinance regarding dairy barns
became more and more strict gradually farmers with in easy drivelling distance began delivering
milk over regular routes in the cities. The development was not spectacular, but the stage was set
for the many changes, which were to take place in years to follow.

THE DAIRY INDUSTRY AFTER 1850:


The modern dairy emerged in the middle of the 19 th century.
Among the many factors, which have played important roles in the evaluation of the modern
dairy industry, the following may be mentioned.
1. The factory system.
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2. Improved machinery.
3. Transportation.
4. Economic factors.
5. Research and scientific investigation.
6. Improved live stock.
India has the potential to become a leading exporter of milk and milk products. Due to low
labour cost, the cost of milk production is significantly low here. To boost exports, the dairy
industry needs to focus on quality and productivity. Significant investment has to be made in
milk procurement equipment and chilling and refrigeration facilities.
Dairy industry contributes significantly to the economy as well as to the rural poor by
providing an opportunity to uplift them by generating additional income thought it. Dairying has
been practiced as rural cottage industry since ages. India accounts one-sixth of cattle and half off
buffalo population of the world. Among 70 million rural households in India in 2001, those
operating up to two hectares form 42 percent of the households and 37 percent are land less.
Indias dairying industry is today in a state of dynamic transition with rapid
development in milk production and marketing by virtue of the efforts made by the government
of India under various programmes for benefiting the small rural milk producers and the
underprivileged urban consumers. The direct contribution of dairying to the rural sector through
additional income and employment to the producer is well recognized.
IMPORTANCE OF DAIRY INDUSTRIES:
Data collected by bureau of human nutrition and home economics for the year 1944 and 1945
showed that dairy products contained 75% of the calcium and 45%of riboflavin in the total food
supply as well as 24% of the total protein,17% of the vitamins and 17% caliries.
In 1946 the first company was established in kaiva District co-operative milk produces known as
AMUL through out the Nation wide and their different companies were developed through out
country form Govt. side and also private side. In Andhra Pradesh the leading companies are A.P.
dairy development under the brand names Vijaya, Dodla, Ravilla, Heritage, Jercy, Creamlines,
and Mother Dairy etc.
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The milk and dairy product ranks as the largest source of income to the farmer of United
States. For the country over 20 percent of the total agricultural income is from milk or cream
sold, the sale of cream and butter by farmers in 1948 totalled more than $4400, 000,000.
In addition to the 24,000 people of the dairy firms many others persons and families must be
employed in moving and processing the milk and milk products before there each the consumers
table. The exact number of people engaged in these fields in unknown.

DAIRY PRODUCTS:
A dairy is a place for handling of milk and milk products. Technology refers to the
application of scientific knowledge for practical purposes. Dairy technology has been defined as
that a branch of dairy science, which deals with the processing of milk and manufacture of milk
products.
In India dairying has been practiced as a rural cottage industry from remote places in the past.
Due to scientific knowledge in processing and pasteurization. Dairy is developed as a separate
industry. The main reason for developing of this industry is above to increase in population of
urban areas and more consumption of milk in the areas of soft drinks.
In the earlier years each house hold maintains his/her own cattle or secures milk form its
neighbour. As the urban population increases fewer house holds could keep a cattle for private
use. But the high cost of milk production, problems of sanitation etc., restricted the practice and
gradually the family cattle in the city was eliminated and city cattle were all sent back to the rural
areas.
Gradually formers in the cities began delivering milk over regular routes with in easy driving
distances. This was the beginning of the fluid milk-sheds, which surrounded the large cities.
With the modern knowledge of protection of milk during transportation and scientific knowledge
in processing for pasteurization improves rapidly dairy as a special industry.
A dairy is a place for handling of milk and milk products. Technology refers to the
application of scientific knowledge for practical purposes. Dairy technology has been defined as

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that a branch of dairy science, which deals with the processing of milk and manufacture of milk
products.
In India dairying has been practiced as a rural cottage industry from remote places in the past.
Due to scientific knowledge in processing and pasteurization. Dairy is developed as a separate
industry. The main reason for developing of this industry is above to increase in population of
urban areas and more consumption of milk in the areas of soft drinks.
In the earlier years each house hold maintains his/her own cattle or secures milk form its
neighbour. As the urban population increases fewer house holds could keep a cattle for private
use. But the high cost of milk production, problems of sanitation etc., restricted the practice and
gradually the family cattle in the city was eliminated and city cattle were all sent back to the rural
areas.
Gradually formers in the cities began delivering milk over regular routes with in easy driving
distances. This was the beginning of the fluid milk-sheds, which surrounded the large cities.
With the modern knowledge of protection of milk during transportation and scientific knowledge
in processing for pasteurization improves rapidly dairy as a special industry.
The first and fore most requirement of modern marketing is to understand the customer needs,
and create need develop strategies to bring the customers right elements of the i.e., product
offering ,positioning distribution channels etc. to satisfy the needs.
Market entry strategies for developing market, like India, cant be developed by middle
managers whose only experience spans distribution and channels of management. Though India
has over vast geographical area yet it is not successful especially for perishable goods such as
vegetables, food items, milky fruits etc., milk is consumed as a product of food from the past.
But it is not commercialized still at the end of the 19th century. In India milk is began in the
early of the 20th century. But the market of the milk industry is developed after independence
due to scientific knowledge in processing, storage, and transportation facilities.
CONSTITUTENTS OF MILK:
Milk as an article of food for mankind antidotes the earliest record history. Milk ranges in
colour forma bluish-white to an almost golden-yellow depending up on the breed of cattle and
the mount of fat solids present.
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It is important that everyone should become familiar with the chief components of milk.

CONSTITUENTS

PERCENTAGES

Water

87.00

Fat

4.00

Protein

3.50

Carbohydrates

4.80

Mineral salts

0.70

Total

100.00

MANUFACTURING PROCESS OF MILK


RECEIVING MILK
(GRADING,SAMPLING ,WEIGHING,TESTING)

PREHEATING(350-400 C)
FILTRATION/CLARIFICATION
COOLING AND STRONG(50 C OR BELOW)
STANDARDIZATION
PASTEURIZATION(63 C/30 MTS (OR) C/15 Sec)
HOMOGENIZATION(2500 PSI)

MARKETING OF MILK

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A Dodladairymilk products Ltd has gone one level channel of distribution of Dodla dairy
marketing.
Manufacturer

Milk selling agent

Customers

It has extensive selling agents in Nellore, Gudur, Tirupati, Vijayawada, Guntur, Ogole,
Banglore, Chennai and Hyderabad.

PROCUREMENT OF MILK:
The main content required of dairy is milk. It procures milk producer (farmer) covering over 200
villages in Guntur and Prakasam district. In each village one agent will be there collects milk of
that village from milk producers. They collect both in the morning and evening. Company has
its own vehicles to get the collected milk is each village.
DEMAND AND SUPPLY:
The minimum quality of milk per capital consumption recommended Indian Council of Medical
Research is 210 grams per person per day against actual per capital consumption of 178 grams.
Thus there is deficit, of 96 Lakhs tones of milk per annum. Which indicates a great demand for
milk in the domestic market (source: Dairy India 1992). In addition by products like ghee, cream,
milk powder, butter and cheese will be marketed.
MILK INDUSTRY IN INDIA:
Today India is the largest milk producing country in the world. The milk producing states in
India are Punjab, Haryana, Rajasthan, Gujarat, Maharashtra, Andhrapradesh, Karnataka and
Tamilnadu. A cattle farming is one of the important aspects of the overall development process
in India. It is said that it is one of the bounded sectors of agriculture. It has been the important of
the National Economic Development Process all these years. Nearly 5% of the Indian population
of the country directly or indirectly depends on milk production and its sales for their livelihood.
Everyone without any age limit consumers milk. Today because of the modern technology the
cattle breeding has been revolutionized. Outdated methods of extraction of milk from the cattle
of the discarded. New and innovative methods are being widely adopted. India today is proud to
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say that it is the largest producer of the milk and its products. Many dairy firms have been
established in the country at different areas as per the requirements of the people i.e. the
consumer, both by the public sector and private sector.
Milk is one of the heavenly foods i.e. prescribed by a doctor, a physician. Everyone without sex
relation, are limit drinks milk directly or indirectly. Milk is a mixture of protein, vitamins,
carbohydrates and fat contains which is helpful for the growth of the humans. Dairy farming aim
is to supply better quality of milk to the consumers.

In 1946 the first company was established in kaiva District co-operative milk produces known as
AMUL through out the Nation wide and their different companies were developed through out
country form Govt. side and also private side. In Andhra Pradesh the leading companies are A.P.
dairy development under the brand names Vijaya, Dodla, Ravilla, Heritage, Jercy, Creamlines,
Mother Dairy etc.

MILK PRODUCTION IN INDIA


YEAR

Qty (in Million tones)

1955-61

17.40

1961-66

20.38

1966-71

19.37

1971-76

38.35

1976-81

46.30

1981-86

42.40

1986-91

50.00

1991-96

60.00

1996-01

79.00

2001-06

90.00

2006-11

99.10

2011- 15

99.15

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In India milk production has been increasing gradually for several years. During till 1971 the
increasing ration was very small after that milk production has increased rapidly because of
green revolution and some other pilot programmes.
MILK POTENTIAL:
Milk is the only natural product i.e. daily used by the people at regular intervals for different
purposes. The nutritional potential is ideal in quality and balanced to satisfied human-acid
requirements. The contents of minerals and vitamins are unique both in proportion and in quality
nutrients that are essential for mans growth and developments.
Milk has a very complex composition. It constituents are disposed in aqueous solutions, such as
chlorides; sodium and potassium are present in molecular dispersion, phosphate in colloidal
dispersion, and the fat in emulsion.
The average per capital consumption of milk in India is only 212 gram per day as against the
world average of 303 grams. Malnutrition can be easily wiped out in our country by developing
the dairy industry.
EXPORT POTENTIAL:
India has the potential to become one of the leading players in milk and milk products exports.
The country is located admist major milk-deficit countries in Asia and Africa. Major importers of
milk and milk products are Bangladesh, China, Hong Kong, Singapore, Thailand, Malaysia, the
Philippines, Japan, the UAE, and Oman-all located close to India. Milk production is scale
-insensitive and labour-intensive. Due to low labour cost of milk production is significantly low
in India.
STRENGTHS:
Demand is absolutely optimistic. Margins are quite reasonable even on packed liquid milk.
Tremendous flexibility of product mix, abundance of rawmateral, and locally available
professionally trained, technical human resource pool are the other plus points. Presently, more
than 80 percent of milk produced is flowing into unorganized sector, which requires proper
channelisation.
WEAKNESSES:
Perishability:
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Pasteurization has overcome this problem partially. UHT gives milk long life. Surely, many new
processes will follow to improve milk quality and extend its shelf life.
Lack of concept over yield:
Theoretically, there is little control over milk yield. However, increased awareness of
developments like embryo transplant, artificial inseminations, and properly managed animal
husbandry practices, coupled, with higher income to rural milk producers, should automatically
lead to improvement in milk yields.
Logistics of procurement:
Bad roads and inadequate transportation facility make milk procurement problematic. But with
the overall economic improvement in India, these problems would also get solved.

Problematic distribution:
If ice-creams can be sold virtually at every nook and corner, why cant we sell other dairy
products too? It is only a matter of time before we see the emergence of a cold chain linking the
producer to the refrigerator at the consumers home.
Competition:
With so many people entering this industry, competition has to be faced as a ground reality. The
market is large enough for many to serve out their niche.
OPPORTUNITIES:
Value addition:
There is a large scope for innovations in product development, packaging, and presentation steps
should be taken to introduce value-added products like ice-creams, panner, lassi, khoa, basundi,
doodhpeda, flavoured milk, dairy sweets, etc. this will lead to a greater presence and flexibility
in the market place along with opportunities in the field of brand building. Cultured products like
yoghurt and cheese lend further strength both in terms of utilization of resources and presence in
the market place. Other products are infant foods, geriatric foods, as nutritionals.
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Export potential:
Efforts to exploit potential are already on. Amul is exporting to Bangladesh, Srilanka, Nigeria,
and the Middle East. Following the new GATT treaty, opportunities will increase tremendously
for the export of agri-products in general and dairy products in particular.

THREATS:
Today, milk vendors occupy the pride of place in the industry. Organized dissemination of
information about the harm that they are doing to producers and consumers should see a steady
decline in their importance.

Strengths and opportunities far outweigh weaknesses and threats. Strengths and opportunities are
fundamental, while weaknesses and threats are transitory. Any investment idea can do well only
when you have entrepreneurship, innovative approach, and values (of quality ethics).The Indian
dairy industry, following its delicensing, is attracting a large number of entrepreneurs. Their
success in dairying depends on factors such as an efficient yet economical procurement network,
hygienic and cost-effective processing, and innovations in the market place.
PROCESSING OF MILK:
Pasteurization:
The term pasteurization, applied to market milk today, refers to the process of heating every
practical of milk to atleast 63 0 C or 1450 F for 30 minutes .After pasteurization, the milk is
immediately cooled to 50 C(41 F) or below
As it is difficult to exercise strict supervision over milk supplies, it becomes necessary to
pasteurize milk so as to make it safe for human consumption. Milk is pasteurized to render it safe
for human consumption by destruction of sent percent pathogenic micro organisms and to
improve the keeping quality of milk by destruction of almost all-spoiling organisms.

Standardisation:
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Standardization of milk refers to adjustment of the fat and /or solids not fat percentage of milk to
desired value so as to conform to the legal or other requirements. Milk is standardized by the
addition of milk or cream with a higher or lower fat percentage than of milk to be standardized.
Sometimes the addition of skimmed milk will do. Downward standardization for fat is practiced
is many countries. The surplus is transformed into butter or ghee.
The prevention of Food Adulteration Act defines standardized milk as cow and buffalo milk in
which the milk fat content is adjusted to 4.5% or more with the SNF. Atleast 8.5% high milk fat
content may be adjusted downward by removing milk or fat or by adding skimmed and/or
reconstituted milk. In the case of low milk fat content, fat may need to be added to assure the
legal minimum.
Standardized milk may be marketed as such or used for making certain products. Standardization
ensures milk of practically uniform and constant composition and nutritive value to the
consumer. The surplus fat can be converted into butter and ghee. Consequently, milkcan be
supplied at low cost. Standardized milk is easier and digests.
RECOMBINATION:
This refers to the product obtained when butter, oils, skimmed milk powder, and water are
combined in the correct preposition to yield fluid milk.
The Prevention of Food Adulteration Act Rules 1976 defines recombined product as the milk
product resulting from the combining of milk fat and milk solids not fat in one or more of the
various forms with or without water.
Under the prevention of Food Adulteration Act Rules 1976, recombined milk throughout the
century should contain a minimum of 30% fat and 8.5% solids not fat. The Food and Agriculture
Organization of the United Nations extensively produced recombined milk under the operation
flood scheme in Mumbai, Kolkata, Delhi, and Chennai during 1970-74, from butter oil and
skimmed milk powder donated under the World Food Programme Project.
The technique of recombination

involves dispersion of milk powder in water at about 45 C,

addition of milk fat to make a mixture, filteration and clarification of the mixture, followed by
homogenization and pasteurization at 75 C for 15 Seconds.

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The physical, chemical, and functional properties of raw material and used in such preparation
determine the flavour, acceptability, and shelf life of the recombined product.
The use of low-heat, non-fat milk powder with quick wetting ability, increased solubility, and
improved dispensability results into acceptable milk. The introduction of butter oil without
appropriate technology of its has caused problem in acceptance of recombined milk.

Toning:
Toned milk refers to milk obtained on addition of water and skimmed milk powder to while milk
.Under the Prevention of Food Adulteration Rules 1976, toned milk should contain a minimum
of 3% fat 8.5% solids not fat throughout the country.
Toned milk is also called single toned milk and is prepared by toning milk with fresh separated
milk reconstituted from spray-dried skimmed milk powder.
Sometimes, milk is double-toned in order to provide cheap milk (with fat content only 1.5%) to
weaker sections. Toning is a process of reducing fat content i.e. mainly used for providing cheap
milk to the poor.

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DODLA DAIRYCOMPANY PROFILE
Dodla Dairy Limited is a Public Limited Company having its Head Quarters at Hyderabad City
of Telangana State. The company is established by a well-known family of Nellore district of
Andhra Pradesh in the year 1998. The company procures, process and sells milk and milk
products across 66 places in India.
Dodla Dairy is an ISO 22000: 2005 and ISO 50001:2011 (EnMS) Certified Organization. The
company is having 9 state of art technology Processing Plants, 30 chilling centres, 20 Bulk Milk
Chillers and 23 Associate Chilling Centers. The company has a wide distribution network across
pan India. The products and services are offered through 16 Sales offices.
The company offers wide range of Milk Products Comprising of Fresh Milk, Butter, Ghee,
Paneer, Curd, Flavoured Milk, DoodhPeda, Ice Cream and Skimmed Milk Powder. These
products are conveniently packed to suit various needs of consumers. The company grew rapidly
during the past one and half decades. Today it is one of the popular dairy companies in India. The
consistent growth of the organization reflects the customer confidence on the products and
services offered.
The company has gained the competitive advantage over the other players by delivering the
highest quality dairy products to the consumers. Now, the company is prepared to face the future
challenges by upgrading its systems and infusing new technology.

Founder Message
Dodla Dairy was started with an intent to support the marginal farmer by bridging the gap
between the milk producer and the consumer through effective cold chain management. The idea
was implemented with great commitment and passion for the past 17 years. As part of the said
aspiration we have created excellent infrastructure facilities near the milk potential areas and
organised the logistics for collection of milk from the rural areas and for supply of farm fresh
milk to the consumers in the urban areas.

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We are providing the veterinary support to the milk producers through our trained staff at the
rural areas. The regular awareness programs conducted by us to the Milk producers for the past
one and half decades are producing good results. Now the quality of the milk is going up
consistently. Today the company has created a separate segment of "Customer Base" for its
products. I am confident that, we will serve a larger society in the near future by utilizing the
latest technology and our people expertise in a better way.
- Chairman

Directors
Mr. D.Sunil Reddy is the Managing Director of the company who is hailing from a
philanthropic family called DODLA of Nellore town,AndhraPradesh,India. He is a graduate in
Industrial Engineering from Mangalore University. He was in Construction and Agro Products
Export business for about 6 years. Envisaging the need for high quality Milk & Milk Products in
the Urban Market, he entered into the Dairy Industry in the year 1995. During initial stages his
agricultural background helped to establish the roots of the company at various locations.
Mr.Reddy's family also involved in the veterinary research activities at USA.
He is actively involved in leading and directing the company towards new technology, systems
and finding new avenues for growth. He is providing the resources needed for transformation of
ideas into reality. He takes the strategic decisions for the sustenance and growth of the company.
Mr. D. Sesha Reddy an Arts Graduate from Osmania University is the Chairman of the
Company. He is having more than 40 years of industrial experience in the capacity as Managing
Director and Director in different industrial facets like Paper, construction, Software and
Castings. Presently he is involved in guiding and mentoring the top executives of the company.
Mr.Deepak Malik is the Director of the company. Mr.Malik joined Black River, an
independently

managed

subsidiary

of

Cargill,

in

2007.

Mr. Malik has been with Cargill since 1995. Prior to Black River, he was a co-founder and
Managing Director of Cargill Ventures. Prior to Cargill Ventures, Mr. Malik worked in Cargill's
Strategy and Business Development Group, where he managed corporate strategies and mergers
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and acquisitions within the petroleum, natural gas, coffee, grain and oilseeds, and meat
industries. Mr. Malik also spent one year in international sales for Cargill's fertilizer division. Mr.
Malik relocated to New Delhi, India in 2006 to provide regional oversight of several crossborder investments. Previously, he worked with the JMA Group managing distribution
operations, principally motor parts and accessories for Telco (Tata Group) heavy vehicles.
Mr. Malik holds a Bachelor's degree in Economics from Delhi University, a Master's degree in
Economics from the Delhi School of Economics and an MBA from Cornell University. Mr.
Malik speaks English, Hindi and Punjabi.
Mr.Jim Sayre is the Director of the company. Mr.Jim Sayre joined Black River, an
independently

managed

subsidiary

of

Cargill,

in

2007.

Mr. Sayre has been with Cargill since 1994. Prior to Black River he served as president and
founder of Cargill Ventures, a proprietary fund with $200 million in capital deployed across a 40company portfolio. Prior to Cargill Ventures, Mr. Sayre was Director for global mergers and
acquisitions at Cargill. Previously, Mr. Sayre worked as a Senior Manager for Deloitte
Consulting and held a position with the United States Department of Agriculture.
Mr. Sayre holds a Master of Business Administration from Harvard Business School and a
Bachelor of Arts from the University of California at Davis.

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Our Values
We

give

top

most

priority

to

the

Dignity

of

Labour&

Moral

Values.

Our values are commitment, sincerity, hard work, transparency, integrity and honesty.
These values are our "CORE" and we will display them in all our actions. We believe in the best
quality right from Raw Material to Processing, Processing to Distribution and Management of
People. We are Prudent in guarding and conserving our resources effectively.

Core Team
Chief Executing Officer (C.E.O)
Mr. B. V. K. Reddy is a graduate in diary technology from Osmania University. He has more
than 30 Years of experience in the field of Dairy Operations. He is involved in the growth and
development of the organization since inception. He has vast experience in the entire gamut of
dairy operations. He has strengthened the company in a professional way.

Head - Procurement (Milk)


Mr. V. S. R. Krishna Reddy, a Commerce graduate from Nagarjuna University. He has more
than 38 Years of experience in the field of Procurement of milk and animal husbandry activities.
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He is instrumental in building the Procurement activities systematically in the organisation. He
was associated with National Dairy Development Board (NDDB) before joining this
organisation.

Head - Human Resources & Admin


Mr. A. Madhusudhana Reddy, a Post graduate in Human Resource management and holds a
LAW degree from Sri Venkateswara University. He has 22 years of experience in the fields of
Human Resources, Administration and legal activities. He is involved in the process of building
the team and creating performance driven culture in the Organisation. Previously he was
associated with GEM Granites Ltd.

Head - Materials
Mr. S. David Raj, a Graduate in Economics with PG Diploma in Material Management with
over 34 years experience in handling the Inventory and Purchase Management Functions. He has
established the Standards for the Materials purchase and inventory controls in a systematic way.
Prior to this company he was associated with Amul Dairy.

Head - Marketing (Bi- Products)


Mr. T. Rama Krishnan, a B.Com Graduate with more than 26 years experience in Sales &
Marketing of FMCG products. He is involved in expansion of product sales activities in various
states across India. Previously he was associated with HLL and Emami Limited.

Head - Quality Assurance


Mr. Sebastian Joseph, a Post graduate in Engineering from IIT Kharagpur with more than 24
years experience in Quality Assurance and project Management functions. He is involved in
implementation of Food Safety systems like ISO:22000 and EnMS:50001. Previously he was
associated with the National Dairy Development Board (NDDB).

Vision & Mission


Vision
To be a world class dairy company by providing high quality Products and Services.

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Mission
To supply good and safe milk products consistently through continual improvement of our
systems and practices.

Our Products

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The company is offering a wide range of products in both liquid milk and bi-products categories.
The liquid milk comprises of five types of variants and the bi-products comprises of fourteen
types of variants.
The company is adding new products to its portfolio year on year as per the needs of the
customers. Our Research and Development team (R&D) is working on product development to
deliver superior value and taste to the customers. The company is also extending its product line
with new flavours, colours, added ingredients and pack sizes at regular intervals.
The company offers wide range of Milk Products Comprising of Fresh Milk, Butter, Ghee,
Paneer, Curd, Flavoured Milk, DoodhPeda, Ice Cream and Skimmed Milk Powder. These
products are conveniently packed to suit various needs of consumers. The company grew rapidly
during the past two decades. Now it is one of the well renowned dairy companies in India. The
consistent growth of the organization reflects the customer confidence on the products and
services offered.

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Dodla Dairy has over one and half decade expertise in collection and processing of the milk.
The fresh milk from the Buffalos and cows brought to the nearest chilling centres and then to the
processing Plants with in a stipulated time period without breaking the cold chain. The chilled
milk will be pasteurised at the processing factories. This process will kill a pathogenic microbe
that causes spoilage of milk. It also kills harmful bacteria like Salmonella, Staphylococcus,
Listeria, Yersinia, Campylobacter and Escherichia etc. Pasteurization can prevent diseases
including Tuberculosis, Brucellosis, Diphtheria, Scarlet Fever and Q-Fever etc. After the
completion of serial process the milk will be safe for human consumption.

Dodla milk is packed in high quality food grade pouches. These pouches are user friendly to the
consumers. The product undergoes stringent quality checks before packing. Every time you buy
a pouch of Dodla milk, you are assured of freshflavour, taste and nutritional value.
The company offers different types of milk variants as per customer requirements like Full
Cream Milk, Toned Milk and Double toned milk, standardised milk etc. The customer can
choose between Cow & Buffalo milk as per their taste and habits.
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Children upto the age of 10 years need Calcium, Potassium, Fibre and Vitamins. The cow's milk
will improve the levels of Vitamin-D. A research conducted in Toronto stated that, children
drinking only non-cow's milk were more than twice as likely to be Vitamin-D deficient as
children drinking only cow's milk.

Dodla Curd
Curd is a natural dairy product made out of Milk. It is rich in calcium and is good for digestion.
The Dodla curd is made out of good milk from the best country buffalos and cows. The product
is made by using high quality Culture. Milk is fermented with lactic acid present in curd under
low temperatures (optimum 69 degrees F).
Dodla curd is available both in sachets and enclosed containers with good taste and thickness.
Dodla curd bears the un-compromised dairy expertise. A family consuming Dodla curd daily
stays healthy. The Dodla Curd is Packed in 200 Grams Food grade poly cups and sachets.
The Cup curd is Packed in disposable food grade cups. The curd pack variants are available in
100 and 200 grams. Dodla Curd is available in all supermarkets like Big bazaar, Food World /
Reliance Fresh, D Mart etc. Also, the products are available with local milk vendors in all towns
and cities of south India.

Benefits Of Curd

Low fat or skimmed curd is good for people who are suffering from higher
levels of cholesterol as the fats are removed through processing.

Those, who are lactose-intolerant, can consume curd, as bacteria present in it


break down the lactose, before it enters your body.

The bacteria in curd can help digest food and thus check the problem of
stomach infection.

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Studies have suggested that consumption of curd might help reduce the risk
of high blood pressure.

Being rich in calcium, curd is good for the health of bones as well as the
teeth.

Eating curd on a regular basis can help you absorb the nutrients in other
foods as well.

Dodla Ghee
Dodla Ghee is made from Buffalo and Cow Fat. This is made by simmering unsalted butter in a
large pot until all water has been boiled and protein has been settled at the bottom. The cooked
and clarified butter is then spooned off to avoid disturbing the milk solids on the bottom of the
pan. Dodla Ghee is made without adding any preservatives or chemicals. The natural Aroma is
the main feature for its success in the Ghee market. Ghee lover's first choice is Dodla ghee.

Ghee is used in almost all varieties of Indian sweets. It is observed that, in case of sweets made
out of ghee, the flavour, aroma and taste obtained is entirely different when compared to sweets
made without ghee.
DodlaPaneer is an unaged, acid-set, non-melting farmer cheese made by curdling heated milk
with food acid. We usually find Paneer pressed into a cube and then sliced or chopped.
Paneer is one of the few types of cheese indigenous to the Indian sub-continent, and is widely
used in Indian cuisine and even some Middle Eastern and Southeast Asian cuisine. Paneer is
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completely Lacto-Vegetarian. Paneer is a source of protein for vegetarians. Paneer is a taste
adding agent to many dishes in the modern world.
DodlaPaneer contains less moisture, It has got separate segment of buyers due to its good taste
and quality.

DodlaDoodhPeda
DoodhPeda is a Delicious sweet made from pure Buffalo Milk. The granule texture and mouthwatering taste is assured. DoodhPeda is packed specially to retain the Freshness and Natural
flavour.

The product is available in the following pack sizes.

20 Grams

200 Grams

500 Grams

Dodla Butter Milk


During hot sunny days, due to high temperature people will get exhausted very fast. To revive
our vitality and energy we require natural drink like butter milk. Dodla Butter Milk can meet
your requirement. It has been introduced after conducting a research about our body requirement
during the summer. Buttermilk is a product of mixture of curd, water, salt, ginger, green chillies,
coriander and curry leaves.
The product is packed in 'Food Grade Pouch Film' which is available in 200 ML packs only.

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Beware of Artificial / Duplicate


Nowadays, most of the commercial milk dairies are using lactic acid bacterium culture to
pasteurized sweet whole milk or, more commonly skim milk or non-fat milk. They may or may
not have added butter flecks. After the addition of the culture, the milk is left to ferment for 12 to
14 hours at a low temperature (optimum 69 degrees F). It is usually labelled cultured buttermilk
and may be salted or unsalted. So, for the customers who are under sodium restricted diet, it is
better to check the label well before you buy the buttermilk as it may be a salted one or unsalted.
Buttermilk has lower fat than any other regular milk, because the fat has been removed to make
butter. It is also high in potassium, vitamin B12, calcium, and riboflavin as well as a good source
of phosphorus. Those with digestive problems are often advised to drink buttermilk rather than
milk, as it is more quickly digested. Buttermilk has more lactic acid than skimmed milk.

DodlaFlavoured Milk
Dodlaflavouredmilk , an emerging health drink that will refresh your senses. The product is
treated at high temperatures (UHT) and packed aseptically to ensure high quality and purity.

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Natural Flavors from Dodla

Vanilla

Elaichi

Pista

Badam

Chocolate

Strawberry

The flavored milk is tastier and healthier. The drink is available in various flavours and is quite
colorful. So it would make the viewer to taste it. The good part is that without their conscious
knowledge consumer is taking milk. This milk sounds good especially for the consumers who do
not like milk.

Dodla Cooking Butter


Dodla Butter is made from the fat of cows' and buffaloes' milk. It's not pure fat. However, only
about 80 percent of ordinary butter is fat. The remaining 20 percent is made up of milk solids and
water.
No other product can come close toDodla butter because of its rich, creamy mouth feel and its
sublime flavor. Butter is preferred fat being used in every preparation in the culinary arts. Many
consumers prefer having it plain i.e. without being served in a dish. Dodla butter is prepared in
two types. One is salted and the other is unsalted. Most of the consumers prefer salted as it gives
good taste with the bread.

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Dodla Butter is available in three variants are

White Butter (made from Buffalo Milk)

Table Butter (made from Cow Milk)

Yellow Butter (made from Cow Milk)

Career
Dodla Dairy is the most admiring Dairy products manufacturing Company in India. The work
environment in the organization keeps the employees to love their roles. Recognition for good
performance and timely rewards are assured.
All the employees are motivated to display the "VALUES" while dealing with the stakeholders.
This is the reason for the "ETHICAL SUCCESS" of the organization. Employee perceptions and
behavior are shaped here making them to practice successful habits.
The culture of the organization is being built for the past 18 years by the efforts of all
stakeholders and employees. Currently we have 1700 employees on-board.

Some interesting facts about the work environment:

Employee supportive work culture in-terms of personal and professional relationship.

Respect for Employees Ideas and Suggestions.

Opportunity for Learning the latest technology and share the experiences of seniors.

Respect for values and ethics.

Adherence to systems and procedures.

Recognition and Reward for hard and smart work.

Open communication and no politics.

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Internal growth opportunities.

Job rotation.

Opportunity to contribute in the decision making process.

Dodla Dairy is having a combination of Senior and young team of professionals. The clarity of
roles and responsibilities for the employee keep them involved in the core job right from the day
one. Employees will get a fair opportunity to learn the domain knowledge and skill in a
congenial atmosphere. One of the primary responsibilities of the senior is to train the new
employee. The company believes in creation of internal capability to manage the future.

CHAPTER-3

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RESEARCH METHODOLOGY

RESEARCH METHODOLOGY
NEED FOR THE STUDY
For any product market isalways dynamic. The dynamism comes from technology, usage,
changing customer needs, satisfaction of customer etc.
This study is definitely going to help to analyzing the customer and can take necessary
steps for the improvement of the service from both the company side and as well as from the
dealers side. Because customer is the real advertisement for any product so the company should
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be in a position to meet the customer requirements and also should maintain the

customer

relationship.
OBJECTIVES OF THE STUDY
1. To study the customer satisfaction towards Dodla dairy Milk Products
2. To study the customer perception towards recent price hikes on dairy products
3. To study the availability of Dodla dairy Milk Products in the market.
4. To study the promotional activities adopted by the company.

SAMPLING
Population =

NELLOR TOWN

Sample size =

200

Sample unit =

CUSTOMERS OF DODLA DAIRY

QUESTIONNAIRE DESIGN
The questionnaire design is following types:

CLOSE ENDED QUESTIONS


This refers to those questions in which the respondance is given a limited number of
alternative responses from which they has to select the one that most closely matches their
opinion or attitude. In this study close-ended questions are more, because the category of
preference of brand, factors, usage etc., is restricted to some area and to make the analysis and
the survey part easy.

OPEN ENDED QUESTIONS


This refers to a questions that has no fixed alternatives, with in which the consumer must
confirm. The respondents answer in their own words and any length they give the answers.

YES OR NO QUESTIONS

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CUSTOMER SATISFACTION
This refers to those questions in which the respondents are given a limited number of
alternatives responses. The respondents have to select one among them.

RANKING SCALE
This refers to those questions in which the respondents are given a limited number of
alternatives responses from which they has to rank the options that are given in the question.

RATING SCALE
This refers to those questions in which the respondents are given a limited number of
alternatives responses from which they has to rate the options that are given in the question.

DATA COLLECTION
Data collection is very essential to study the information fact and figure that are directly
seated to the problem that have formulated. The kinds of data that has calculated for this study
are:

PRIMARY DATA COLLECTION


Primary data are generated when the researcher implying different types of
questionnaire method investigates a particular problem at hand. In this primary data has been
collected from the consumers through field survey method. Primary data was collected from the
respondences living in Nellore town.

SECONDARY DATA COLLECTION


Secondary data includes those data, which are collected for some earlier research work
and are applicable in this study i.e., the secondary datas are collected from the companys
manuals, sales force report accounting records.

SCOPE OF THE STUDY

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CUSTOMER SATISFACTION
The study on customer satisfaction towards Dodla dairy Milk Products aims at identifying
customer satisfaction level towards various dairy products available particularly with
Dodladairy.LTD.the study also focus on the impact of recent price hikes in the market and on the
sales of the company. As the company has distribution system in the market . I also through light
on the availability of DodladairyMilk Products in the market . The study also focused on the
promotional activities of the company in bringing awareness about the product to the consumer.

STATISTICAL TOOLS:
For data analysis statistical tools used are simple percentage and chi- square test.

LIMITATIONS OF THE STUDY


1. The Study is restricted to Nellore only.
2/ Opinion of customer may be based on Dodla dairy Milk Products only.
3. The sample size is restricted to 100 customers only. Due to time constraint.
4. The customers are less interested to answer all the questions due to time constraint.

PERIOD OF STUDY
This field work for the survey is gone for two months, and the collection of data
analysis and interpretation of the survey carried for one month. Totally the period for the study
went for two months.

CHAPTER-4
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CUSTOMER SATISFACTION
S.No

OCCUPATION

No; Of Respondents

Percentage

STUDENT

36

BUSINESS

25

EMPLOYEE

42

38.19%

OTHERS

07

6.3%

Total

100

32.73%
22.73%

100

DATA ANALYSIS AND INTERPRETATION

DATA ANALYSIS
4.1. TABLE SHOWING OCCUPATION OF THE RESPONDENTS

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CUSTOMER SATISFACTION
S.No

Opinion

No; Of Respondents

Percentage

Milk

30

Curd

24

24

Butter Milk

34

34

Other products

12

12

Total

100

100

30

INFERENCE:
The above table illustrates that, 36% of the respondents are Students,15% of the respondents are
business,42% of the respondents are employees and 7% of the respondents are others. These are
the information about respondents.
Graph-3.1

Occupation of the Respondents


45
40
35
30
25
20
15
10
5
0

STUDENT

BUSINESS

EMPLOYEE

OTHERS

4.2 TABLE SHOWING DAILY CONSUMPTION OF MILK PRODUCT

INFERENCE:
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CUSTOMER SATISFACTION
The above table illustrates that, 30% of the respondents are using Milk daily 24% of the
respondents are consuming curd, 34% of the respondents are consuming butter milk and 12% of
the respondents are using other milk products

35
30
25
20 Milk

Curd

Butter Milk

Other products

15
10
5
0
Graph-3.2

4.3 Table Showing customer satisfaction explanation about the Benefits/features of the Milk
Products

INFERENCE:

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CUSTOMER SATISFACTION
S.No

Satisfaction level

No; Of Respondents

Percentage

Satisfied

32

32

Dis satisfied

28

28

Very satisfied

22

22

Very dis satisfied

18

18

Total

100

100

The above table illustrates that, out of 100 respondents 32% of the respondents are Satisfied,
28% of the respondents are dissatisfied 22% of the respondents are very much satisfied and 18%
of the respondents are very much dissatisfied with the benefits and features of the product

35
30

Satisfied

Dis satisfied

25
20 Very satisfied
15

Very dis satisfied

10
5
0
Graph-3.3

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CUSTOMER SATISFACTION
S.No

Selection option

No; Of Respondents

Percentage

Home Delivery

56

56

Retailing

44

44

Distribution

10

10

Manufacturer to customer

Total

100

100

4.4 Table Showing customer satisfaction explanation about the delivery procedure

INFERENCE: 56%, 44%, 10%


The above table illustrates that, out of 100 respondents56% of the respondents said that the
delivery of the product should be done through the personal 44% of the respondents said that the
delivery should be done through the retailing and 10% of the respondents said that the delivery
should be done through the distribution.

60
50 Home Delivery

Retailing

40
30
20 Manufacturer to customer
10
0

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Distribution

CUSTOMER SATISFACTION
Graph-3.4

4.5 Table Showing customer satisfaction about theChoosing of buy to these Products.
INFERENCE:
The above table illustrates that, out of 100 respondents 27% of the respondents are satisfied,
9% of the respondents are dissatisfied, 42% of the respondents are very much
S.No

comfortabulity level

No; Of Respondents

Percentage

Satisfied

27

27

Dis satisfied

Very satisfied

42

42

Moderately

22

22

Total

100

100

Satisfied and 22% of the respondents are moderately satisfied by choosing the product.

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CUSTOMER SATISFACTION
Graph-3.5

45
40
35Satisfied

Dis satisfied

30
25
20
15Moderately
10
5
0

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Very satisfied

CUSTOMER SATISFACTION
S.No

Satisfaction level

No; Of Respondents

Percentage

Excellent

34

34

Good

28

28

Moderate

23

23

Uncomfortable

15

15

Total

100

100

4.6 Table Showing customer satisfaction of the overall comfortabulityof using the products

INFERENCE:
The above table illustrates that, out of 100 respondents 34% of the respondents are said that
Excellent, 28% of the respondents are said that Good, 23%

of the respondents said that

Moderate and 15% of the respondents said that un comfortable in using the product.

35
30
25
20Excellent

Good

Moderate

Uncomfortable

15
10
5
0
Gra
ph-3.6
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CUSTOMER SATISFACTION

4.7 Table Showing customer satisfaction of the with DodladairyProducts

S.No

comfortabulity level

No; Of Respondents

Percentage

Satisfied

27

27

Dis satisfied

Very satisfied

42

42

Moderately

22

22

Total

100

100

INFERENCE:
The above table illustrates that, out of 100 respondents 27% of the respondents are satisfied,
922% of the respondents are moderately satisfied by choosing the product % of the respondents
are dissatisfied, 42% of the respondents are very much satisfied and by choosing the product

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CUSTOMER SATISFACTION

45
40
35Satisfied

Dis satisfied

Very satisfied

30
25
20
15Moderately
10
5
0
Graph
-3.7

4.8 Table Showing Availability of Products


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CUSTOMER SATISFACTION
S.No.

Availability of Products

No; Of Respondents

Percentage

Yes

82

82

No

18

18

TOTAL

100

100

INFERENCE:
From the above table availability of are 82% Yes, 12% No.
Graph-3.8

90
80
70
60
50
40
30
20
10
0

Yes

YOGI VEMANA UNIVERSITY,KADAPA

No

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CUSTOMER SATISFACTION
S.No

Pricing of Spare Parts

No; Of Respondents

Percentage

High

18

18

Affordable

42

42

Littlemore

23

23

Very less

17

17

Total

100

100

4. 9 Table Showing Product Pricing

INFERENCE:
The above table illustrates that, out of 100 respondents 18%of the customers are high, 42%of
the customers are affordable, 23%of the customers are Littlemore, and 17% of the customers are
very less regarding to Price level of the products.
Graph-3.9

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CUSTOMER SATISFACTION
S.No.

Satisfaction Level

No; Of Respondents

Percentage

Yes

73

73

No

27

27

TOTAL

100

100

Percentage
45
40
35
30
25
20
15
10
5
0

Percentage

High

Affordable Littlemore

Very less

4.10 Table Showing customer satisfaction of the Sales & Services

INFERENCE:
From the above table satisfaction of sales & services are 73% Yes, 27% No.

Graph-3.10
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CUSTOMER SATISFACTION
S.No

Satisfaction level

No; Of Respondents

Percentage

Delighted

23

23

Satisfied

38

38

Very satisfied

21

21

Dis satisfied

18

18

Total

100

100

Satisfaction Level of Sales & Services


Yes

27%

No

73%

4.11 Table Showing customer satisfaction of the overall marketing performance of company.

INFERENCE:
The above table illustrates that, out of 100 respondents 22%of the customers are delighted,
42%of the customers are satisfied, 20%of the customers are very satisfied, and 16% of the
customers are dis satisfied regarding to performance of Marketing.

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CUSTOMER SATISFACTION
S.No

Satisfaction level

No; Of Respondents

Percentage

Delighted

22

22

Satisfied

29

29

Very satisfied

36

36

Dis satisfied

13

13

Total

100

100

Graph-3.11

Percentage
40
35
30
25
20
15
10
5
0

Percentage

4.12 Table Showing customer satisfaction of the overall Quality of product.

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CUSTOMER SATISFACTION
INFERENCE:
The above table illustrates that, out of 100 respondents 23%of the customers are delighted,
38%of the customers are satisfied, 21%of the customers are very satisfied, and 18% of the
customers are dis satisfied regarding to quality of the product.
Graph-3.12

Satisfaction level of washing


40
35
30
25
20
15
10
5
0

Delighted

Satisfied

Very satisfied

Dis satisfied

4.13. Do you think the company should develop more milk exclusive
Parlor to sell their milk products

S.No
1
2
3
4

Satisfaction level
Delighted
Satisfied
Very satisfied
Dis satisfied
Total

No; Of Respondents
22
29
36
13
100

INFERENCE:
YOGI VEMANA UNIVERSITY,KADAPA

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Percentage
22
29
36
13
100

CUSTOMER SATISFACTION
The above table illustrates that, out of 100 respondents 22%of the customers are delighted,
29%of the customers are satisfied, 36%of the customers are very satisfied, and 13% of the
customers are dis satisfied regarding to transportation of product in time.
Graph-3.13
40
35
30
25
20
15
10
5
0

Delighted

Satisfied

Very satisfied

Dis satisfied

FINDINGS

It is found that most of the respondents 54%ofare using Milk and Curd in a large quantity
daily
It is found that the most of the respondents56%0f are very much satisfied with the

features and benefits from the product


Most of the respondents 56%of optioned that it is good to have home delivery and

retailing of the product delivery.


42%of respondents are very much satisfied by choosing the product of Dodla dairy

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CUSTOMER SATISFACTION

Most of the respondents 17%ofare less comfortable with the product usage
42%of respondents are very much satisfied with the availability of product.

17%of customers are very less satisfied regarding to Price level of the products.
27%of customers are satisfied regarding to performance of Marketing.
38%of customers are satisfied regarding to quality of the product.
36%of customers are very satisfied regarding to transportation of product in time.

SUGGESTIONS
It is advised to increase the total number of free services so that the customers may feel
optimistic on the part the services.
Response at the time of servicing should be improved.
It is advised to improve some features of the Dodla dairy Products such that it leads to
be majestic market.
The delivery boys are to be strictly prohibited from taking tips from the customers by
keeping eye on them.

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CUSTOMER SATISFACTION
Instructions regarding the usage of the product for better performance should be
explained to the customers at the time of sales or else printed in the product.

ANNEXURE-I
QUESTIONNAIRE

CUSTOMER SATISFACTION AND SERVICES TOWARDS DODLA DAIRY LIMITED.


Name of the customer:
Age:
Occupation:
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CUSTOMER SATISFACTION
Address:

1.
Do you use milk products?
a) Yes
b) no
1.1 if yes, specify your daily consumption
A) 1/2 liter
B) 1 liter
C)2 liter
D)above 2 liter
2. What type of milk do you preferred to consume ?
a) Creamy milk

()

b) Normal milk

()

c) Full creamy milk

()

3. Do you use DODLA DAIRY milk products?


a) Yes

b) no

3.1 if yes, select the type of DODLA DAIRY milk products you use from
The following
a) Milkyes ( )

no ( )

b) Ghee

yes ( )

no ( )

c) Ice cream

yes ( )

no ( )

d) Flavored milk

yes ( )

no ( )

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CUSTOMER SATISFACTION
e) Sweetsyes ( )

no ( )

4. How did you get awareness about the DODLA DAIRY milk products?
a) newspapers b) television c) hoardings d) paintings e) others

5.

Rate your satisfaction level on the promotional activities followed byDODLA DAIRY
milk products
a) Highly satisfied b) satisfied c) neither satisfied & nor satisfied
d) Dissatisfiede) highly dissatisfied

6. How do you feel about the prices of DODLA DAIRY milk products?
a) Good

b) moderate

c) poor

7. Are you satisfied with the quality of DODLA DAIRY milk products?
a) Yes

b) no

8. Are DODLA DAIRY milk products abundantly available in your area?


a) Yes

b) no

9. Are you satisfied with the milk product available with your nearest
dealer?
a) Yes

b) no

10. Rate your satisfaction level on the package of DODLADAIRY milk


Products
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CUSTOMER SATISFACTION
a) Highly satisfied b) Satisfied c) Neither satisfied & nor satisfied
d) Dissatisfied

e) highly dissatisfied

11. Rate your satisfaction on DODLA DAIRY milk products against


Competitive from the following factors

Factors

Highly
satisfied

satisfied

Neither
Dissatisfied
satisfied &
nor satisfied

Quality
Price
Brand image
Packing
Availability

12. Do you feel that company should concentrate more on promoting?


Their product
a) Yes
b) no
Ifyes, what the other media the company can consider to
Promotetheir products
a)
b)
c)

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Highly
satisfied

CUSTOMER SATISFACTION

13. Do you think the company should develop more milk exclusive?
Parlor to sell their milk products
a) Yes

b) no

14. Are you satisfied with the product service quality of the
DODLA DAIRYmilk parlors
a) Yes

b) no

15. How do you feel about the recent price hikes of DODLA DAIRYmilk
a) Satisfied

b) neither satisfied & nor satisfied c) dissatisfied

16. Any valuable suggestion to the company

ANNEXURE-II
BIBILOGRAPHY

MARKETING MANAGEMENT : PHILIP KOTLER

MARKETING MANAGEMENT : RAJAN SAXEN

MARKETING RESEARCH

: D.D.SHARMA

YOGI VEMANA UNIVERSITY,KADAPA

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CUSTOMER SATISFACTION
D.B.BERI

RESEARCH METHODOLOGY

: C.R.KOTHARI

WEBSITE:

www.google.com
www.prenhall.com
www.dodladairy.com

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