1. DECLARATION
I K.ESWARAN RegNo: 08BIA1347 pursuing MBA programme in
Vysya Institute of Management Studies, Salem. Hereby declare that the
project work entitled “A STUDY ON CUSTOMER SATISFACTION
TOWARDS AAVIN MILK IN SALEM CITY” submitted to Periyar
University, Salem in partial fulfilment of the award of the degree of
Master of Business Administration is bonafied work done by me under
the guidance of Miss K.Archana M.B.A., lecturer, Vysya Institute of
Management studies, Salem. To the best of my knowledge, the work
reported therein does not form part of any other thesis or work on the
basis of which a degree or award was conferred on an earlier occasion.
Signature of the Researcher
Place:
Date:

2. ACKNOWLEDGEMENT
I owe my sincere gratitude and take great pleasure in thinking all those personalities
who have helped me to under go this project work in “Aavin Milk in Salem”
I sincerely thank Thiru. J.RAJENDRAPRASAD, Correspondent, Vysya College,
Salem & Dr.P.VENKATESAN, Principal, Vysya Institute of Management
studies, Salem.
I sincerely thank Ms.K.Archana, M.B.A., Lecturer, Vysya Institute of
Management studies for giving me the valuable guidance which led me through the
process of preparation of this project report with its multifarious aspects.
I express my thanks to Dr.PALANISAMY, Project officer who have guided me and
helped me in many ways. I also thank all other employees who assisted me to
complete this project study.
Last but not the least my heartfelt thanks to My Parents and My Friends who guided
me to complete this project successfully. I sincerely dedicate this project to them.

3. SYNOPSIS
This project leads to know the ways and means of improving the sales and market in
Aavin milk, Salem. The researcher conducted a study titled "A Customer Satisfaction
towards the Aavin milk".
This study includes customers of the Aavin milk. For this study the researcher
conducted an interview with 150 customers in Salem, and certain statistical tools were
applied.
The Aavin milk concentrates more in prompt delivery milk. This centre is dealing
with all kinds of dairy products. It is famous for quality. These are all the factors
which esteem the value of the Aavin milk.
Finally it was concluded that the Aavin milk is having good image in the minds of the
Salem customers. As well they are well known for better customer relationship.
TITLE OF THE STUDY

4. “A Study on Customer Satisfaction towards Aavin Milk in Salem City”
OBJECTIVES OF THE STUDY

5. 1. To know the awareness level of various services provided by Aavin milk
2. To know the customers satisfaction level regarding the Aavin milk.
3. To suggest the measures to improve the system of marketing in the present
situation.
SCOPE OF THE STUDY

6. The project was done with the limit of 150 respondents of a particular area which can
be further extended to more respondents from other districts. The same time the
project was considered with certain factors in relationship to the customer satisfaction
which can be further studied in detail considering the other dimensions also.
LIMATATIONS OF THE STUDY

7. 1. The time period of research was restricted to 30 days.
2. The research finding was applied only in Salem city.
3. The different views and opinions provided by the respondents were subjected to
Personal bias.
4. The respondents may not be true in filling up the questionnaires.
5. The study was only confined to 150 respondents.
6. The reliability of the data may not be dependable.
RESEARCH METHODOLOGY

8. Research methodology is a systematic way to solve research problem, it may be
understood as a science of studying how research done systematically. This includes
geographical area covered, period of study, research design, method of data
collection, research instrument and sampling design
GEOGRAPHICAL AREA
The study was carried out in Aavin milk, Salem.
PERIOD OF STUDY
The period of study is 10th May 2009 to 10th June 2009
RESEARCH DESIGN
Descriptive research design is used in this study.
SAMPLING DESIGN
SAMPLING UNIT
The sampling units are the customers who are using Aavin milk, omalur in
Salem
SAMPLING SIZE
This study was conducted with a sample size of 150 respondents.
SAMPLING METHOD
The sampling method indicates how the samples are selected from the universe.
The researcher has adopted convenience sampling for research.
Convenience sampling is a method under non-probability sampling. The
researcher selected the respondents based on his convenience.
DATA COLLECTION METHOD

9. Data collection is an act of collecting relevant and adequate data required for the
research from sample size
PRIMARY DATA
It acts as the main source and was collected through questionnaire cum interview
schedule.
SECONDARY DATA
It is collected from the net for industry profile and company profile.
RESEARCH INSTRUMENT
For data collection, structured undisguised questionnaire cum interview schedule
was framed with closed-ended questions to maximum extent. Direct personal
interview method was used for collecting information from the respondents through
questionnaire. This questionnaire contains both open ended, dichotomous, close ended
questions along multiple options.
TOOLS FOR DATA ANALYSIS
1. SIMPLE PERCENTAGE ANALYSIS
2. CHI SQUARE
SIMPLE PERCENTAGE ANALYSIS
Percentage refers to a special kind of ratio used to describe relationships.
Percentage=class frequency/total frequency X 100
CHI-SQUARE TEST
Chi-square test is a non-parameter test and is used most frequently by marketing
researchers to test the rightness of hypothesis.

10. Hypothesis is a tentative and declarative statement formulated to be tested
describing a relationship between two attributes.
The researchers should state the null hypothesis (the hypothesis to be tested) in
such a way that its rejection leads to the acceptance of the alternative hypothesis.
Chi-square is symbolically written as tests aiming at determining whether
significant difference exists between two groups of data.
∑ (Oi – Ei)
-------------
Ei

11. CHAPTER IV

12. DATA ANALYSIS & INTERPRETATION
Table 1
The Table Showing Respondents Family Size
Particulars Respondents Percentage
2 25 17
3 50 33
4 40 27
5 20 13
6 and above 15 10
Total 150 100
Source: Primary Data
Interpretation
From the above table we can see that 33% of respondents respond that the
family size is 3, 27% of respondents respond that the family size is 4, 17% of
respondents respond that the family size is 2, 13% of respondents respond that the
family size is 5 and 10% of respondents respond that the family size is 6 and above.
60
50
40 CHART NO 1
30
The Table Showing Respondents Family Size
20
10
0
2 3 4 5 6 and above

13. Table 2
The Table Showing respondents present occupation

14. Particulars Respondents Percentage
Business 45 30
Employed 30 20
Self-Employed 25 17
Professionals 20 13
Others 30 20
Total 150 100
Source: Primary Data
Interpretation
From the above table we can see that 30% of respondents respond that the
present occupation is Business, 20% of respondents respond that the present
occupation is employed and others, 17% of respondents respond that the present
occupation is Self-Employed, 13% of respondents respond that the present occupation
is professionals.
50
45
40
CHART NO 2
35
The Chart shows respondents Present occupation
30
25
20
15
10
5
0
ed
ls
ed
ss
s
na
oy
er
ne
oy
io
th
pl
pl
si
ss
O
Em
Bu
Em
fe
lf-
o
Pr
Se
RESPONDENTS

15. Table 3
The Table Showing Respondents Income Group
Particulars Respondents Percentage
< 5000 20 13
5000-10000 45 30
10000-20000 30 20
>20000 30 20
No comments 25 17
Total 150 100

16. Source: Primary Data
Interpretation
From the above table we can see that 30% of respondents respond that the
income group is 5000-10000 , 20 % of respondents respond that the income group is
10000-20000 and > 20000,17 % of respondents respond that the income group is no
comments ,13% of respondents respond that the income group is <5000.
CHART NO 3
The Chart Showing Respondents Income Group
50
45
40
35
30
25
20
15
10
5
0
< 5000 5000-10000 10000-20000 >20000 No comments
RESPONDENTS

17. Table 4
The Table Showing Respondents Source Of Purchase
Particulars Respondents Percentage
Departmental store 45 30
Provisional store 20 20
Milk booth 20 13
Cycle vendor 36 24
Delivery Boy 19 13
Total 150 100
Source: Primary Data
Interpretation

18. From the above table we can see that 34% of respondents respond that the
source of purchase is departmental store, 24% of respondents respond that the source
of purchase is cycle vendor, 20% of respondents respond that the source of purchase
is provisional store, 13% of respondents respond that the source of purchase is
delivery boy & milk booth.
CHART NO 4
The Chart Showing Respondents Source Of Purchase
50
45
40
35
30
25
20
15
10
5
0
Departmental Provisional store Milk booth Cycle vendor Delivery Boy
store
RESPONDENTS

19. Table 5
The Table Showing Respondents What Brand Of Milk They Purchase
Particulars Respondents Percentage
Aavin 60 40
Arokiya 40 27
Akshaya 0 0
Tasteme 0 0
Nanda 0 0
Nava 0 0
Chakra 0 0
Sakthi 0 0
Can milk 50 33
Total 150 100
Source: Primary source
Interpretation

20. From the above table we can see that 40% of respondents respond that they
buy Aavin brand, 33% of respondents respond that they buy can milk, 27% of
respondents respond that they buy arokiya.
CHART NO 5
The Chart Showing Respondents What Brand Of Milk They Purchase
45
40
35
30
25
20
15
10
5
0
e
ra
i lk
a
a
vin
ya
va
hi
em
nd
ay
ak
m
kt
i
Na
Aa
ok
sh
Sa
Na
st
Ch
n
Ar
Ta
Ca
Ak
RESPONDENTS

21. Table 6
The Table Showing Respondents Quantity in Litres
Particulars Respondents Percentage
1/4 30 20
1/2 30 20
1 40 27
2-3 30 20
4 & above 20 13
Total 150 100
Source: Primary Data
Interpretation
From the above table we can see that 27% of respondents respond that
they buy 1 litres, 20% of respondents respond that they buy 1/2 litres ,1/4 litres & 2-3
litres , only 13% of respondents respond that they buy 4& above.

22. CHART NO 6
The Chart Showing Respondents Quantity in Litres
30
25
20
15
10
5
0
4-Jan 2-Jan 1 3-Feb 4 & above
RESPONDENTS

23. Table 7
The Table Showing Respondents How long they purchasing the existing brand
Particulars Respondents Percentage
1 month 30 20
3 month 20 13
6 month 31 21
1 year 34 23
>1 year 35 23
Total 150 100
Source: Primary Data
Interpretation
From the above table we can see that 23% of respondents respond that they
purchase the existing brand for >1 year & 1 year ,21% of respondents respond that
they purchase the existing brand 6 months, 20% of respondents respond that they
purchase the existing brand for 1 months, 13% of respondents respond that they
purchase the existing brand for 3months.

24. CHART NO 7
The Chart Showing Respondents How long they purchasing the existing brand
25
20
15
10
5
0
1 month 3 month 6 month 1 year >1 year
RESPONDENTS

25. Table 8
The Table Showing Respondents Availability of milk
Particulars Respondents Percentage
Limited time 25 17
Morning only 45 30
Evening only 20 13
Throughout the day 31 21
Round the clock 29 19
Total 150 100
Source: Primary Data
Interpretation
From the above table we can see that 30% of respondents respond the
availability of milk morning only, 21% of respondents respond the availability of milk
is through out the day19% of respondents respond the availability of milk is round the
clock, 17% of respondents respond the availability of milk is limited time and 13% of
respondents respond the availability of milk is evening only.
CHART NO 8
The Chart Showing Respondents Availability of milk

26. 35
30
PERCENTAGE
25
20
15
10
5
0
Limited time Morning only Evening only Throughout Round the
the day clock
RESPONTENTS
Table 9
The Table Showing Respondents Influence You to Buy This Brand

27. Particulars Respondents Percentage
Brand 30 20
Price 35 23
Taste 20 13
Thickness 15 10
Package 34 23
Availability 16 11
Advertisement 0 0
Total 150 100
Source: Primary Data
Interpretation
From the above table we can see that 23% of respondents respond that
influence to buy milk is price & package, 20% of respondents respond that influence
to buy Aavin milk is brand, 13% of respondents respond that influence to buy Aavin
milk is taste, 11% of respondents respond that influence to buy Aavin milk is
availability, 10% of respondents respond that influence to buy Aavin milk is
thickness..
CHART NO 9
25 The Chart Showing Respondents Influence You to Buy This Brand
20
15
10
5
0
t
en
lity
s
e
d
e
ice
es
ag
an
st
m
bi
kn
Ta
Pr
se
ck
Br
la
ic
ai
Pa
rti
Th
Av
ve
Ad
RESPONDENTS

28. Table 10
The Table Showing Respondents Vitamin A Addition in Aavin Milk and Its Importance
Particulars Respondents Percentage
Yes 90 60
No 60 40
Total 150 100
Source: Primary Data

29. Interpretation
From the above table we can see that 60% of respondents respond that vitamin
A addition is in Aavin milk and 40% of respondents respond that vitamin A addition
is not in Aavin milk.
CHART NO 10
The Table Showing Respondents Vitamin A Addition in Aavin Milk and
Its Importance
No
70
60
PERCENTAGE
50
40
30
20
10
0
1 2
RESPONDENTS

30. Table 11
The Table Showing Respondents Pasteurisation & Homogenisation & Its
Advantage
Particulars Respondents Percentage
Yes 74 49
No 76 51
Total 150 100
Source: Primary Data

31. Interpretation
From the above table we can see that 51% of respondents respond they don't
know about pasteurisation & homogenisation advantage, 49% of respondents respond
they know about pasteurisation & homogenisation advantage.
CHART NO 11
The Chart Showing Respondents Pasteurisation & Homogenisation & Its
Advantage
51.5
51
50.5
50
49.5
49
48.5
48
YES NO
RESPONDENTS

32. Table 12
The Table Showing Respondents Milk Card System
Particulars Respondents Percentage
Yes 85 57
No 65 43
Total 150 100
Source: Primary Data
Interpretation

33. From the above table we can see that 57% of respondents respond they know
about milk card system, 43% of respondents respond they don't know about milk card
system.
CHART NO 12
The Chart Showing Respondents Milk Card System
60
50
40
30
20
10
0
YES NO
RESPONDENTS

34. Table 13
The Table Showing Respondents Can Milk Sales
Particulars Respondents Percentage
Yes 82 55
No 68 45
Total 150 100
Source: Primary Data
Interpretation

35. From the above table we can see that 55% of respondents respond that they
know about can milk ,45% of respondents respond that they don’t know about can
milk.
CHART NO 13
The Chart Showing Respondents Can Milk Sales
60
50
40
30
20
10
0
YES NO
RESPONDENTS

36. Table 14
The Table Showing Respondents Adulterants in Milk
Particulars Respondents Percentage
Yes 51 34
No 99 66
Total 150 100
Source: Primary Data
Interpretation
From the above table we can see that 66% of respondents respond that they
don't know about the adulterants in milk, 34% of respondents respond that they know
about adulterants in milk.

37. CHART NO 14
The Chart Showing Respondents Adulterants in Milk
70
60
50
40
30
20
10
0
YES NO
RESPONDENTS

38. Table 15
The Table Showing Respondents Where They Buy Milk Products
Particulars Respondents Percentage
Departmental store 27 18
Provisional store 41 27
Milk parlour 37 25
Street vendor 24 16
Others 21 14
Total 150 100
Source: Primary Data
Interpretation
From the above table we can see that 27% of respondents respond that they
buy milk products in provisional store, 25% of respondents respond that they buy
milk products in milk parlour, 18% of respondents respond that they buy milk
products in departmental store, 16% of respondents responds that they buy milk

39. products in street vendor, 14% of respondents respond that they buy milk products in
others.
CHART NO 15
The Chart Showing Respondents Where They Buy Milk Products
30
25
20
15
10
5
0
Departmental Provisional Milk parlour Street vendor Others
store store
RESPONDENTS

40. Table 16
The Table Showing Respondents Awareness of Aavin Brand Milk Products
Particulars Respondents Percentage
Yes 115 77
No 35 23
Total 150 100
Source: Primary Data
Interpretation
From the above table we can see that 77% of respondents respond that
they aware of Aavin milk brand, 23% of respondents respond that they don’t know
about Aavin brand milk.

41. CHART NO 16
The Chart Showing Respondents Awareness of Aavin Brand Milk
Products
90
80
70
60
50
40
30
20
10
0
YES NO
RESPONDENTS

42. Table 17
The Table Showing Respondents Is The Aavin Milk Products Available
As And When Required.
Particulars Respondents Percentage
Yes 105 70
No 45 30
Total 150 100
Source: Primary source
Interpretation
From the above table we can see that 70% of respondents respond Aavin milk
products is available when required, 30% of respondents respond Aavin milk products
is not available.

43. CHART NO 17
The Chart Showing Respondents Is The Aavin Milk Products Available
As And When Required.
80
70
60
50
40
30
20
10
0
YES NO
RESPONDENTS

44. Table 18
The Table Showing Respondents Grade the Service of Aavin Milk
Particulars Respondents Percentage
Good 34 23
Satisfactory 29 19
Fair 52 35
Poor 35 23
Total 150 100
Source: Primary source
Interpretation
From the above table we can see that 35% of respondents respond the service
Aavin milk is fair, 23% of respondents respond the service of Aavin milk is good &
poor, 19% of respondents respond the service of Aavin milk is satisfactory.

45. CHART NO 18
The Chart Showing Respondents Grade the Service of Aavin Milk
40
35
30
25
20
15
10
5
0
Good Satisfactory Fair Poor
RESPONDENTS

46. Table 19
The Table Showing Respondents Have You Come Across Aavin
Advertisement
Particulars Respondents Percentage
Television 52 35
Hand bills 5 3
News Paper 0 0
Railway Station 48 32
Sign Boards 25 17
Others 20 13
Total 150 100
Source: Primary source
Interpretation
From above table 35% of the respondents have come across television
advertisement, 3% of the respondents have come across hand bills, 32% of the
respondents have come across railway station, 25% of the respondents have come
across sign boards, 20% of the respondents have come across other advertisements.
CHART NO 19

47. The Table Showing Respondents Have You Come Across Aavin
Advertisement
40
35
30
25
20
15
10
5
0
Television Hand bills News Railway Sign Others
Paper Station Boards
RESPONDENTS
FINDINGS
1.33% of respondents respond that the family size is 3

48. 2.30% of respondents respond that they are doing Business.
3.30% of respondents respond that the income group is 5000-10000
4.30% of respondents respond that the source of purchase in departmental store
5.40%of respondents respond that they are buying Aavin milk
6.27% of respondents respond that they are buying one litre milk.
7.23% of respondents respond that they purchasing the existing brand for 1 year
8.30% of respondents respond that the availability of milk in morning only.
9.23% of respondents respond that influence to buy Aavin milk is price.
10.60%of respondents respond that vitamin A is in Aavin milk.
11.51% of respondents respond they don’t know about pasteurisation and
homogenisation
12.57% of respondents respond that they know about milk card system.
13.55% of respondents respond that they know about can milk sales.
14.66% of respondents respond that they don’t know about adulterants in milk.
15.27% of respondents respond that they buy milk products from provisional store.
16.77% of respondents respond that they aware about Aavin milk products.
17.70% of respondents respond Aavin milk products are available when required.
18.35% of respondents respond the service of Aavin milk is fair.
19.35% of the respondents have come across television advertisement
SUGGESSTION

49. 1. The level of advertisement can be increased.
2. The product can be marketed more in rural areas.
3. More Aavin milk parlour should be included for increasing the sales.
4. Customer Service of Aavin milk can be improved more.
5. Brand involvement should be improved in the mind of customers.
6. Customers can be motivated to buy the product by giving Value Added Services.
7. Awareness of the product can be increased by giving programmes like road shows
for the general public.
CONCLUSION

50. Aavin milk has a good reputation among the customers so it can be extended to
supply rural also. From various respondents the researcher has gathered lot of
information's about Aavin Milk’s buying Behaviour. Aavin milk is already enjoying
No 1 position in Milk Industry; this gives a positive stand to further strengthen its
position. I conclude that "Aavin is the market leader in milk Industry".