analysis of customer
TRANSCRIPT
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ANALYSIS OF CUSTOMERS PERCEPTION ON MARKETING OF MILMA PRODUCTS
Abstract
Kerala Co-operative Milk Marketing Federation (KCMMF) popularly known as
MILMA was established in April 1980, for the successful implementation of operation flood
project in Kerala under the control of National Dairy Development Board (NDDB). NDDB
launched this operation flood project in 1970 which was based on Anand pattern which lead to a
success of Amul Co-operative in Anand, Kaira district, Gujarat. The mission of KCMMF is
Farmers prosperity through customer satisfaction. Which include the activities of collecting the
surplus milk from rural and marketing it in urban and semi urban areas; NDDB, which is situated
at Anand is the controlling authority of this project in India. The present study aims at evaluating
the views of customers on the various dairy products and marketing techniques followed by
TRCMPU, which handles Milmas operations at Thiruvanathapuram.
Keywords:- Milk,Customers perception, customers satisfaction
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ANALYSIS OF CUSTOMERS PERCEPTION ON MARKETING OF MILMA PRODUCTS
Dr. A.S Dileep*
T.Rajesh**
Milk production in India has come a long way over the years from a low volume of
17million tons in 1951 to 110 million tones in 2009 which is projected to reach 115 million tons
in 2010. Today, India is the world leader in milk production and the Indian dairy industry stands
at a mammoth size of US$ 70 billion. The Indian dairy industry presently contributes about 15 %
to the total milk production of the world. The laurels of this numerous no position emanates
from a huge base of around 11 million farmers organized into about 1 lakh Village Dairy
Cooperative Societies. The Indian dairy market is currently growing at an annual growth rate of
7% at current prices. In todays context, a demand supply gap has become imminent in the
dairy industry because of the dynamic demographic pattern, changing food consumption habits
and the rapid urbanization of rural India. This requires an inclusive growth of the dairy sector
along with rapidly growing Indian economy.
Kerala Co-operative Milk Marketing Federation (KCMMF) popularly known as
MILMA was established in April 1980, for the successful implementation of operation flood
project in Kerala under the control of National Dairy Development Board (NDDB). NDDB
launched this operation flood project in 1970 which was based on Anand pattern which lead to a
success of Amul Co-operative in Anand, Kaira district, Gujarat. The objective of this project was
to build Anand pattern model milk co-operative societies (APCOS) in all villages that are
capable to produce milk. Anand pattern is a three tier system structure which includes:-
i. Primary Milk Co-Operative Societies.ii. District Milk Producers Union and
iii. State Federation
*Assistant Professor, Department of Commerce, N.S.S College, Pandalam**Assistant Professor, Department of Commerce, Mannaniya College of arts and science,
Pangode
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Kerala was included in the second phase of operation flood (1980-1987). NDDB
under Dr. Varghese Kurian's Guidance setup KCMMF in April, 1980 as a part of operation flood
programme-II in Kerala and the head office was established in Thiruvananthapuram. KCMMF
was registered under the Co-operative Societies Act on 21-02-1980. NDDB has been the funding
agent for the operation flood projects in Kerala. The mission of KCMMF is Farmers prosperity
through customer satisfaction. Which include the activities of collecting the surplus milk from
rural and marketing it in urban and semi urban areas; NDDB, which is situated at Anand is the
controlling authority of this project in India.
TRCMPU
The Thiruvananthapuram Regional Co-operative Milk Producer's Union was
established in the year 1985 as part of the implementation of the Flood Programme in the State
of Kerala. This union covers the southern region of Kerala. The area of operation of the union
covers the districts of Thiruvananthapuram, Kollam, Pathanamthitta, and Alappuzha.
Objectives of the study
TThhee pprreesseenntt ssttuuddyy aaiimmss aatt eevvaalluuaattiinngg tthhee vviieewwss ooffccuussttoommeerrss on the various dairy
products and marketing techniques followed by TRCMPU. The specific objectives being;
1. To examine the opinion of Customers towards marketing of Dairy product2. To provide major findings of the study and offer suggestions there on.
Methodology
The study is mainly based on primary data; however secondary data are also
made use of for the purpose of the study. The primary data are collected from customers with
the help of interview schedule. The secondary data were collected from the records and annual
reports of TRCMPU and Articles, Newspapers and books related to the area of study.
TThhee ccuussttoommeerrss ooppiinniioonn wwaass oobbttaaiinneedd oonn tthhee uussaaggee ooff MMIILLMMAA pprroodduuccttss aanndd tthhee
nnuummbbeerr ooff ssiinnccee iitt iiss bbeeiinngg uusseedd;; aawwaarreenneessss ooff ootthheerr bbrraannddeedd pprroodduuccttss,, rreeaassoonnss ffoorr uussiinngg
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TTaabbllee 11
NNuummbbeerr ooffyyeeaarrss UUssaaggee ooffMMIILLMMAA PPrroodduuccttss
OOppttiioonnss FFrreeqquueennccyy FFrreeqquueennccyy iinn %%
LLeessss tthhaann 11 yyrr 1188 99
11 55 yyrrss 6644 3322
MMoorree tthhaann 55 yyrrss 111188 5599
TToottaall 220000 110000
SSoouurrccee:: -- PPrriimmaarryy ddaattaa
AAwwaarreenneessss ooffootthheerr bbrraannddeedd pprroodduuccttss ootthheerr tthhaann MMIILLMMAA
RReeggaarrddiinngg tthhee aawwaarreenneessss ooff tthhee ootthheerr bbrraannddeedd pprroodduuccttss ooff MMIILLMMAA,, tthhee rreessppoonnddeennttss
ooppiinniioonn sshhoowwss tthhaatt 8855 ppeerr cceenntt ooff tthheemm aarree aawwaarree ooff ootthheerr bbrraannddeedd pprroodduuccttss ootthheerr tthhaann
MMIILLMMAA wwhhiillee 1155 ppeerr cceenntt oofftthhee ccuussttoommeerrss ooppiinneedd tthhaatt tthheeyy aarree nnoott aawwaarree oofftthhee ootthheerr bbrraannddeedd
pprroodduuccttss.. TThhiiss sshhoowwss tthhaatt mmaajjoorriittyy oofftthhee ccuussttoommeerrss iinn tthhee ssaammppllee aarree aawwaarree ooffootthheerr bbrraannddeedd
pprroodduuccttss.. TThhiiss ffuurrtthheerr sshhoowwss tthhaatt tthhee bbrraanndd aawwaarreenneessss ooff pprroodduuccttss ootthheerr tthhaann MMIILLMMAA aammoonngg
tthhee ccoonnssuummeerrss iiss ggoooodd.. TTaabbllee 22 sshhoowwss tthhee aawwaarreenneessss ooff ootthheerr bbrraannddeedd pprroodduuccttss ootthheerr tthhaann
MMIILLMMAA..
TTaabbllee 22
AAwwaarreenneessss ooffootthheerr bbrraannddeedd pprroodduuccttss ootthheerr tthhaann MMIILLMMAA
OOppttiioonnss FFrreeqquueennccyy FFrreeqquueennccyyiinn %%
YYeess 117700 8855
NNoo 3300 1155
TToottaall 220000 110000
SSoouurrccee:: -- PPrriimmaarryy ddaattaa
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qquuaalliittyy ooff mmiillkk,, bbuutttteerr aanndd gghheeee aanndd ssaattiissffiieedd wwiitthh tthhee qquuaalliittyy ooff ccuurrdd.. TThhee ffoolllloowwiinngg TTaabbllee 55
hhiigghhlliigghhttss tthhee rreessppoonnddeenntt''ss lleevveell ooffssaattiissffaaccttiioonn wwiitthh tthhee qquuaalliittyy oofftthhee aabboovvee pprroodduuccttss..
TTaabbllee 55
LLeevveell ooffssaattiissffaaccttiioonn wwiitthh tthhee qquuaalliittyy ooffMMIILLMMAA pprroodduuccttss
Products
HS S PS DS
Milk 4 44 136 16
Butter 20 76 100 4
Ghee 16 78 98 8
Curd 56 116 24 4
HHSS HHiigghhllyy SSaattiissffiieedd;; SS SSaattiissffiieedd;; PPSS PPaarrttllyy SSaattiissffiieedd;; DDSS DDiissssaattiissffiieedd;;
SSoouurrccee:: -- PPrriimmaarryy ddaattaa
LLeevveell ooffssaattiissffaaccttiioonn wwiitthh tthhee ccoonncceennttrraattiioonn ooffMMIILLMMAA pprroodduuccttss
TThhee rreessppoonnddeenntt''ss lleevveell ooffssaattiissffaaccttiioonn wwiitthh tthhee ccoonncceennttrraattiioonn ooffMMIILLMMAA pprroodduuccttss mmiillkk,,
bbuutttteerr,, gghheeee aanndd ccuurrdd sshhoowwss tthhaatt wwiitthh rreessppeecctt ttoo mmiillkk,, mmaajjoorriittyy ooff tthhee ccuussttoommeerrss aarree ppaarrttllyy
ssaattiissffiieedd ((113366));; iinn tthhee ccaassee ooff bbuutttteerr,, gghheeee aanndd ccuurrdd mmaajjoorriittyy ooff tthhee ccuussttoommeerrss aarree ssaattiissffiieedd
((110088)),, ((111122)),, ((110066)).. FFrroomm tthhee aabboovvee aannaallyyssiiss iitt iiss cclleeaarr tthhaatt tthhee ccuussttoommeerrss aarree ppaarrttllyy ssaattiissffiieedd
wwiitthh ccoonncceennttrraattiioonn ooffmmiillkk aanndd aarree ssaattiissffiieedd wwiitthh bbuutttteerr,, gghheeee aanndd ccuurrdd.. TThhiiss ffuurrtthheerr sshhoowwss tthhaatt
wwiitthh rreessppeecctt ttoo ccoonncceennttrraattiioonn tthhee ccoonnssuummeerrss aarree oonnllyy ppaarrttllyy ssaattiissffiieedd wwiitthh mmiillkk bbuutt ssaattiissffiieedd
wwiitthh bbuutttteerr,, gghheeee aanndd ccuurrdd.. TThhee ffoolllloowwiinngg TTaabbllee 66 hhiigghhlliigghhttss tthhee rreessppoonnddeenntt''ss lleevveell ooff
ssaattiissffaaccttiioonn wwiitthh tthhee ccoonncceennttrraattiioonn oofftthhee aabboovvee pprroodduuccttss..
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TTaabbllee 77
LLeevveell ooffssaattiissffaaccttiioonn wwiitthh tthhee pprriiccee ooffMMIILLMMAA pprroodduuccttss
Products HS S PS DS
Milk 12 60 118 10
Butter 22 116 56 6
Ghee 28 122 42 8
Curd 32 128 36 4
HHSS HHiigghhllyy SSaattiissffiieedd;; SS SSaattiissffiieedd;; PPSS PPaarrttllyy SSaattiissffiieedd;; DDSS DDiissssaattiissffiieedd
SSoouurrccee:: -- PPrriimmaarryy ddaattaa
OOppiinniioonn oonn tthhee oovveerraallll ppeerrffoorrmmaannccee oofftthhee MMIILLMMAA pprroodduuccttss
TThhee rreessppoonnddeenntt''ss ooppiinniioonn wwaass oobbttaaiinneedd aabboouutt tthhee oovveerr aallll ppeerrffoorrmmaannccee ooff tthhee MMIILLMMAA
pprroodduuccttss.. IInn tthhiiss rreessppeecctt,, 77 ppeerr cceenntt oofftthhee rreessppoonnddeennttss hhaavvee tthhee ooppiinniioonn tthhaatt tthhee ppeerrffoorrmmaannccee
iiss vveerryy ggoooodd;; 3388 ppeerr cceenntt hhaavvee tthhee ooppiinniioonn tthhaatt tthhee ppeerrffoorrmmaannccee iiss ggoooodd;; 2266 ppeerr cceenntt ooff
ccuussttoommeerrss ooppiinniioonneedd tthhaatt tthhee oovveerraallll ppeerrffoorrmmaannccee iiss aavveerraaggee;; 1122 ppeerr cceenntt ooff ccuussttoommeerrss
ooppiinniioonneedd tthhaatt tthhee oovveerraallll ppeerrffoorrmmaannccee iiss ppoooorr aanndd 33 ppeerr cceenntt ooff tthheemm hhaavvee tthhee vviieeww tthhaatt tthheeoovveerraallll ppeerrffoorrmmaannccee iiss vveerryy ppoooorr.. TThhiiss cclleeaarrllyy sshhoowwss tthhaatt mmaajjoorriittyy ooff tthhee ccuussttoommeerrss iinn tthhee
ssaammppllee hhaavvee tthhee ooppiinniioonn tthhaatt tthhee oovveerraallll ppeerrffoorrmmaannccee ooff MMIILLMMAA pprroodduuccttss aarree aavveerraaggee oonnllyy..
TThhiiss ffuurrtthheerr iinnddiiccaatteess tthhaatt tthhee ccoonnssuummeerrss aarree jjuusstt ssaattiissffiieedd wwiitthh tthhee oovveerraallll ppeerrffoorrmmaannccee ooff
MMIILLMMAA pprroodduuccttss.. TThhee ffoolllloowwiinngg TTaabbllee 88 tthhee rreessppoonnddeenntt''ss ooppiinniioonn oonn tthhee oovveerraallll ppeerrffoorrmmaannccee ooff
MMIILLMMAA pprroodduuccttss..
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TTaabbllee 88
OOppiinniioonn oonn tthhee oovveerraallll ppeerrffoorrmmaannccee oofftthhee MMIILLMMAA pprroodduuccttss
OOppiinniioonn FFrreeqquueennccyy FFrreeqquueennccyyiinn %%
VVeerryy ggoooodd 1144 77
GGoooodd 5522 2266
AAvveerraaggee 110044 5522
PPoooorr 2244 1122
VVeerryy PPoooorr 66 33
TToottaall 220000 110000
SSoouurrccee:: -- PPrriimmaarryy ddaatt
SSTTAATTIISSTTIICCAALL TTEESSTTSS
aa)) AANNNNOOVVAA TTaabbllee TTeesstt
11.. TToo ffiinndd tthhee rreellaattiioonnsshhiipp bbeettwweeeenn tthhee lleevveell ooffssaattiissffaaccttiioonn aanndd tthhee qquuaalliittyy ooffMMIILLMMAA pprroodduuccttss
uussiinngg AANNOOVVAA TTaabbllee
TTaabbllee 99
LLeevveell ooffssaattiissffaaccttiioonn wwiitthh tthhee qquuaalliittyy ooffMMIILLMMAA pprroodduuccttss
Products HS S PS DS Total
Milk 4 44 136 16 200
Butter 20 76 100 4 200
Ghee 16 78 98 8 200
Curd 56 116 24 4 200
HS Highly Satisfied; S Satisfied; PS Partly Satisfied; DS Dissatisfied
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Null Hypothesis: The consumers level of satisfaction remains the same with the quality
of MILMA products
Table 10
ANOVA Table
Sources of VariationSum of
squares
Degrees of
Freedom
Mean square
S
Between the samples 19,565 3 6,522 (S1)2
Within the samples 10523 12 877 (S2)2
Total 30,088 15
Table 11
ANOVA Table
DDeeggrreeee ooffffrreeeeddoomm SSiiggnniiffiiccaannccee lleevveell ccaallccuullaatteedd vvaalluuee TTaabbllee vvaalluuee
1155 55 77..4444 33..4499
Here the Table value of F at 5% level of significance at Degrees of Freedom (3;
12) is 3.49. Thus the calculated value of F is greater than the Table value, therefore the null
hypothesis is rejected. Hence the consumers level of satisfaction changes with the quality of
different products of MILMA like Milk, Butter, Ghee and Curd.
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cc)) LLiikkeerrttss SSccoorree
TTaabbllee 1122
OOppiinniioonn oonn tthhee oovveerraallll ppeerrffoorrmmaannccee oofftthhee MMIILLMMAA pprroodduuccttss
OOppiinniioonnNNoo.. ooff
RReessppoonnddeennttss
WWeeiigghhttaaggee
ggiivveenn
WWeeiigghhtteedd
SSccoorree
VVeerryy ggoooodd 1144 0055 7700
GGoooodd 5522 0044 220088
AAvveerraaggee 110044 0033 331122
PPoooorr 2244 0022 4488
VVeerryy PPoooorr 66 0011 0066
TToottaall 220000 1155 664444
SSoouurrccee:: -- PPrriimmaarryy ddaattaa
LLiikkeerrttss SSccoorree ==
TToottaall wweeiigghhtteedd ssccoorree
TToottaall nnuummbbeerr ooffrreessppoonnddeennttss
==
664444
220000
== 33..2222
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TThhee LLiikkeerrttss ssccoorree ooff 33..2222 iiss aabboovvee tthhee wweeiigghhtteedd aavveerraaggee ssccoorree ooff33,, wwhhiicchh
iinnddiiccaatteess tthhaatt tthhee oovveerraallll ppeerrffoorrmmaannccee oofftthhee MMIILLMMAA pprroodduuccttss aarree aavveerraaggee;; ii..ee.. tthhee pprroodduuccttss aarree
ssaattiissffaaccttoorryy..
FINDINGS
1. Majority of the respondent's are using the MILMA products for more than 5 years.2. The majority of the customersare aware of other branded products other than MILMA.
Most of the Customersare using MILMA products considering the fact that it is available
everywhere.
3. Majority of the consumers are opined that they are satisfied with the brand image ofbutter and partly satisfied with milk, ghee and curd
4. Most of the consumers are partly satisfied with the quality of milk, butter and ghee andsatisfied with the quality of curd. The
5. The consumers level of satisfaction changes with the quality different products ofMILMA like Milk, Butter, Ghee and Curd
6. With respect to the concentration of milma products, most of the consumers are partlysatisfied with milk but satisfied with butter, ghee and curd.
7. With respect to price, the majorities of the consumers are partly satisfied with milk andsatisfied with butter, ghee and curd.
8. Majority of the consumers are just satisfied with the overall performance of MILMAproducts and this is also confirmed by Likerts Score.
9.CONCLUSION
The objective of the company is to transform the dreams of the consumers into reality.
This necessitates a sound product strategy, which simplifies the process of generating the
impulse for buying. The various product offered to target market should satisfy the consumer
in the mounting competition in and around, it is essential that the company should adopt a
product strategy which suit the need, preference, habit, attitude, taste and flavour of the
potential consumers. At the outset it is essential that the product management process should
be managed properly, so that the pruning and adding operations can be optimized.