A STUDY ON CUSTOMER SATISFACTION TOWARDS AAWIN MILK

WITH SPECIAL REFERENCE TO TIRUPPUR CITY, TAMILNADU

A Project report submitted to the Bharathiar University, Coimbatore in partial

fulfillment of the requirements for the award of the degree of
BACHELOR OF COMMERCE WITH PROFESSIONAL ACCOUNTING

PROJECT REPORT

Submitted by
FERNANDEZ JOHN WILLIAMS.J
(192AK0538)
Under the Guidance of
Ms. E. PRIYA, M.Com.,(Ph.D).,Msc,(phy).,
Assistant Professor in Commerce With Professional Accounting

DEPARTMENT OF COMMERCE WITH PROFESSIONAL

ACCOUNTING

SASURIE COLLEGE OF ARTS AND SCIENCE

Affiliated of Bharathiar University, Coimbatore

VIJAYAMANGALAM

MAY - 2022
CERTIFICATE
 CERTIFICATE

This is to certify that the project report entitled, “ A STUDY ON CUSTOMER

SATISFACTION TOWARDS AAWIN MILK WITH SPECIAL REFERENCE TO
TIRUPPUR CITY, TAMILNADU"submitted to the Bharathiar University in partial fulfilment
of the requirements for the award of the degree of Bachelor of Commerce with Professional
Accounting is a record of original research work done by Mr. FERNANDEZ JOHN
WILLIAMS.J during the period 2021-2022 of her study in the department of Professional
Accounting, Sasurie College of Arts and Science, Vijayamangalam, under the guidance, the
project report has not formed the basis for the award of any degree/diploma/associate
ship/fellowship or other similar title to any candidate of any university.

Place:

Date: Signature of the Guide:

Head of the department Principal

Counter Signed

Internal Examiner External Examiner

DECLARATION
 DECLARATION

I am FERNANDEZ JOHN WILLIAMS.J, hereby declare that the project entitled , ‘‘A
STUDY ON CUSTOMER SATISFACTION TOWARDS AAWIN MILK WITH SPECIAL
REFERENCE TO TIRUPPUR CITY” Submitted to Bharathiar University in partial fulfilment
of the requirements for the award of the Degree of Bachelor of Commerce with Professional
accounting, is a record of original research work done by me during the period 2021-2022 under
the guidance Ms. E.PRIYA, M.Com.,(Ph.D).,Msc(phy)., of Department of Professional
Accounting, Sasurie College of Arts and Science, Vijayamangalam. It has not formed the basis
for the award of any Degree/Diploma/Associateship/Fellowship or other similar title to any
candidate of any University.

Place:

Date:

Signature of the candidate

(FERNANDEZ JOHN WILLIAMS. J)

(192AK0538)
ACKNOWLEDGEMENT
 ACKNOWLEDGEMENT

I am very much grateful to the Management Council of Sasurie College of Arts and
Science, Vijayamangalam, for granting me the permission to undertake the research and also
providing adequate facilities to pursue the same.

I am extremely grateful to Dr. R. MARIMUTHU, Principal, Sasurie college of Arts and

Science , Vijayamangalam for his kind encouragement for completing this study.

I wish to place the record with gratitude ,with the personal care and interest of Ms. E.
PRIYA, M.Com.,(Ph.D).,Msc(phy)., Head of the Department of Commerce with
Professional Accounting, Sasurie College of Arts and Science, Vijayamanagalam, for her
constant help at various stages in this research work.

I wish to express my sincere gratitude to Ms. E. PRIYA, M.Com., (Ph.D).,Msc(phy).,

for providing me with worthful directions. I am indebted to her for taking great interest and
allowing me to freely communicate with him for his valuable suggestions related to the research
work carried out in the preparation of this project work.

I convey my sincere thanks to all Staffs members in the Department of Professional

Accounting, Sasurie College of arts and science, Vijayamanagalam for their uplifting
presence in completion of the project work.

I express my deepest thanks to all my Classmates and Friends for their constant support
and abiding encouragement given throughout the period of this study.

I wish to express my deep sense of gratitude to the librarian of Sasurie college of arts
and science, Vijayamangalam, for their cooperation to me in the collection of necessary
information for the study.

Also I would like to express my thankfulness to all my well-wishers who acted as the
helping aid during various stages in completion of the project work. Above all, I am grateful to
god for his grace, strength, blessings and also for bestowing me with patience for completion of
this project work.

(FERNANDEZ JOHN WILLIAMS. J)

CONTENTS
 CONTENTS

CHAPTER TOPICS PAGE NO

1 INTRODUCTION 1

2 REVIEW OF LITERATURE 7

3 COMPANY PROFILE 11

4 DATA ANALYSIS AND 15

INTERPRETATION

5 FINDINGS ,SUGGESTIONS AND 55

CONCLUSION

BIBLIOGRAPHY 59

QUESTIONAIRE 60

.
LIST OF TABLES
 LIST OF TABLES

TABLE NAMEOFTHETABLE PAGE.

.NO NO
4.1 Opinion about Gender 15

4.2 Opinion about Age 17

4.3 Consumer awareness about the product 19

4.4 Consumers frequency level of buying 21

4.5 Consumer preference towards aavin products 23

4.6 Consumers preference towards Quantity 25

4.7 Reason for Purchase of products 27

4.8 Consumers opinion about Price Level 29

4.9 Consumers opinion about Quality Level 31

4.10 Consumer Awareness regarding ISIand Agmark standards 33

4.11 Consumer Awareness regarding Advertisement 35

4.12 Consumers opinion about availability of aavin stall nearby area 37

4.13 Consumer awareness regarding availability of all aavin products in 39
the stall

4.14 Consumers purchasing level during the train travel 41

4.15 Consumer preferences of aavin stall in railway station 43
4.16 Consumer opinion towards the budget level 45
4.17 Satisfaction of consumers towards service 47

4.18 Opinion of consumers towards package 49

4.19 Satisfaction level of consumers towards Freshness 51

4.20 Overall satisfaction of consumers compared to other products 53

LIST OF CHARTS
 LIST OF CHARTS

TABLE NAMEOFTHETABLE PAGE.

.NO NO
Opinion about Gender 16
4.1
4.2 Opinion about Age 18
4.3 Consumer awareness about the product 20
4.4 Consumers frequency level of buying 22
4.5 Consumer preference towards aavin products 24
4.6 Consumers preference towards Quantity 26
Reason for Purchase of products
4.7 28

4.8 Consumers opinion about Price Level 30

Consumers opinion about Quality Level
4.9 32

4.10 Consumer Awareness regarding ISIand Agmark standards 34

4.11 Consumer Awareness regarding Advertisement 36

Consumers opinion about availability of aavin stall near by
4.12 area 38

Consumer awareness regarding availability of all aavin 40

3.13 products in the stall

Consumers purchasing level during the train travel

4.14 42

Consumer preferences of aavin stall in railway station

4.15 44

Consumer opinion towards the budget level

4.16 46

4.17 Satisfaction of consumers towards service 48

4.18 Opinion of consumers towards package 50
4.19 Satisfaction level of consumers towards Freshness 52
4.20 Over all satisfaction of consumers compared to other 54
products
CHAPTER-I
 CHAPTER -1
INTRODUCTION OF THE STUDY
1.1 INTRODUCTION

MEANING OF MARKETING
Marketing research is the function that links the consumer, customer, and public to the
marketer through information—information used to identify and define marketing opportunities
and problems; generate, refine, and evaluate marketing actions; monitor marketing performance;
and improve understanding of marketing as a process. Marketing research specifies the
information required to address these issues, designs the method for collecting information,
manages and implements the data collection process, analyses the results, and communicates the
findings and their implications.

DEFINITION OF MARKETING

The definition of marketing is the action or business of promoting and selling products or
services, including market research and advertising. Today, marketing is something that every
company and organization must implement in its growth strategy. Many companies use
marketing techniques to achieve their goals without even realizing it, as they work to promote
themselves and increase sales of their product or service. These days, marketing is one of the key
aspects of business

1
1.2 STATEMENT OF THE PROBLEM

Aavin Perambalur union plays a vital role in marketing. The success of the Milk .And
dairy products depends not only, the marketing but also the customers‟ behavior Pattern towards
their product. To have better marketing the union needs a maximum Inspiration from the
customer side. If marketing is done without the execution of Customer, it cannot run success
fully for a long period of time. So an analytical study Is conducted based on customer satisfied
with regard to market the milk and it by Product.

2
1.3 SCOPE OF THE STUDY

The scope of the study is to identify and analyse the consumer behavior towards the
service, price & quality of aavin milk & milk products and also to analyse the sales promotional
strategies adopted by the company. This study will help the organization to increase the sales of
the Aavin milk and milk products and to strengthen the sales promotion strategies.

3
1.4 OBJECTIVES OF THE STUDY

 The main objective of the study is to study the Sales promotion & consumer behavior
of Aavin milk and milk products in Erode town
 To identify the sales promotion strategies adopted by the aavin milk company
 To study the quality and consumer preferences towards aavin milk & milk products.
 To identify the satisfaction level of customers towards the price & service provided by
the company.
 To study the attitudes and experience of customers towards aavin products and to
suggest the valuable measures based on the findings.

4
1.5 Limitations of the study

 Some customers hesitate to fill the questionnaire.

 It is not assured that the responses from all the respondents are true as some of
them may like to tell the incorrect information.
 The survey was conducted in a short period as apart of the curriculum.
 Certain individuals took more time than require for answering the questionnaire

5
1.6 RESEARCH PROBLEM
Now days critical situation in Tamilnadu, because every man drink the milk or milk
related beverages. In the time milk are originals or included some unwanted products in water,
chemicals, and others, my article in that milk are satisfied, consumed the milk on Aavin and
differ the various milk from local and other brand milk like Arokiya, Amul, Thirumala, Amirtha,
heritage, Jersee, total, etc.,This article fully focused on avian milk customer only. Sample size of
the respondents 250 customers in whole Virudhunagar District. Every customer feels about aavin
milk, customer attitude and perception about aavin milk.

OBJECTIVES

To study on Tamil Nadu Cooperative Milk Producers Federation Limited. To evaluate the
customer attitude and perception factors for Aavin Milk

RESEARCH METHODOLOGY
To bring about, the objectives of the study, the researcher have to depend on both primary and
secondary data. A sample of 250 members was selected and interview schedule was used for
collecting data. The convenient sampling technique was adopted.

STATISTICAL TOOLS FOR DATA ANALYSIS

The data collected has been analyzed using statistical tools such as percentage, Weighted Mean
Square analysis, and Chi-Square test has been employed for data analysis.

HYPOTHESIS
There is no significant relationship between (Independent Variable) Gender factors and
Customer Attitude Factors (Dependent Variable) towards Aavin Milk.

6
 CHAPTER-2
REVIEW OF LITERATURE

 Ketelaar, et al., (2001), As the flow of online sales increases and more companies begin
to move into the digital arena, advertisers and digital designers are forced to stay on the
cutting edge in terms of website design and content presentation. In a search to find
website design techniques that increase information flow and website stickiness ,two
possibilities were found,persuasive navigation and "open", or visually rhetorical, online
advertising. These two techniques focus on presenting targeted information to consumers,
in the form of website content advertisements, while they browse a given website.

 Bright (2004) , The concept of intra-site advertising was tested by him and was found to
be effective in terms of increasing information flow on a controlled website. Open
advertising has not yet been tested in the online environment, with current studies
focusing on print media, however it presents promises potential as an online persuasion
technique. This paper will further explore the application of open advertising in the
online context as well as elements of inter activity and design.

 Zakon, (2002) says that the Web has come to encompass some 38 million plus websites
.It is a tossup as to whether any of these websites effectively communicate with their
target audience in a manner that is both user-friendly and efficient in terms of brand
impact and sales .As most consumer advocates have come to know, digital environments
that frustrate users dramatically decrease brand loyalty and can cause consumers to
completely abandon a brand community in both real and virtual worlds. In an effort to
stem off this flow of frustration, two new digital design techniques provide an intriguing
way to increase information flow within digital environments while providing imagery
and content that makes users feel intelligent and engaged. These new design techniques
are persuasive navigation and open online advertising, respectively. One technique deals
with the information architecture of the website, while the other addresses imagery; both
in an equally seductive fashion.

7
 Kioumarsi et al.,(2009), says that Personality characteristics impact consumer behavior
because they shape the way in which consumers respond to messages at a given time.
This response changes minute to minute based upon the unique characteristics of the
target consumer and their ongoing life experience .The online environment presents a
vast opportunity for companies to inter act with consumers on a personal, customized
level .Individual differences are an important aspect of this interaction as they provide
insight into how people with varying levels of experience with the online environment
respond to inter active persuasion techniques.

 Friested and Wright (1994),in their presentation of the PKM, posit that the effectiveness
of advertising persuasion techniques depend sup on the level of persuasion expertise each
individual possesses .In an online environment ,measurement of this effect can be
achieved by looking at user experience levels, self efficacy, and number of hours spent
online .General knowledge gleaned from the PKM dictates that consumers with more
experience in the online environment will be better at coping with persuasion techniques
there in, such as open, visually rhetorical advertisements.

 Ketelaaretal (2004) conducted the study hat an individual's need for cognition refers to
their motivation to engage in meaningful cognitive thought or undertaking. A consumer's
need for cognition will impact their ability to deal with tasks and social settings, such as
responding to advertising messages or calls to action. This applies directly to the concept
of open ,visually rhetorical advertising because such messages require a higher cognitive
processing load to be understood and learned. Although need for cognition was not found
to impact interpretations of open advertisements in the Ketelaaretal. Study it is still an
interesting variable that can be effectively measured and manipulated for this type of
research endeavor. Additionally, cognitive response, and the need therein serve an
important part in the development of brand attitudes within a target consumer.

8
 McGinnis and Jaworski (1989) , The concept was elaborated upon by in their seminal
piece regarding information processing in advertising Cognitive and emotional responses
related to imagined product consumption experiences are the strongest determinants of
brand attitude. As shown, need for cognition is linked to the development of brand
attitude in consumers. When examined in terms of its relationship to time spent
processing online, visually rhetorical advertising, need for cognition could prove to be an
interesting differentiator with in the sample group. In addition to need for cognition, an
internal motivation toward the product being advertised should be apparent within driven
consumers. This motivation helps push the consumer toward unraveling the visual riddle
presented in an open advertisement. Type of motivation ,either utilitarian ("goal-
oriented") or hedonic ("expressive"),is a diverse and interesting factor to analyze across
consumer groups.

 Phillips (2000) shown in research undertaken by, consumers with utilitarian, goal-
oriented motivations are keen on evaluating product attributes and therefore less likely to
be attracted to open advertisements. Consumers with hedonic or "expressive" goals are
more likely to seek out the entertainment value in the open advertisement.

 Huang (2003), in his online study of websites, found that level of attention in consumers
is most linked to utilitarian design while both control and interest are linked to hedonic
performance measures.

 Liu, et al (2002), based on their online research, concluded that higher levels of active
control within consumers resulted in being geared towards more utilitarian, goal-based
website designs. As shown in these studies, motivation is an individual difference worth
characterizing .Type of consumer motivation is extremely important when analyzing
online consumer behavior as it helps categorize amongst user groups ,across sites.

9
REFERENCES

1. Nidhyananth .D, Sugapriya .S, (2019),” An Overview of Consumer Behavior towards

Aavin Milk in Erode District”, IOSR Journal of business and Management, Volume.3No.5,
pp.64-66.

2. Abinaya .K, Santhi .A (2018),” A Study on Customer Preference on the dairy Products in Madurai
district, Tamil Nadu”, International Journal of Advance Research and Development, Volume.3No.8,
pp.141-146.

3. Dhanya .K, Venkatesa .N, (2018),”An Overview Of Consumer Buying Behavior Ards Aroma
Milk Products In Coimbatore District, Tamil Nadu”, International Journal of Advances in
Agricultural Science and Technology, Volume.5No.7, pp.109-123.

4. Sai Prasad .I, (2016),”Consumer Behaviour –A Study on Visakha Dairy Milk In East Godavari
District of Andhra Pradesh”, International journal of Informative & Futuristic
Research,Voulme.3No.11, pp.4011-

4015.

5. Rengarajan .P, Sathya & Gowthami .R,” Buying Behaviour of Selected Branded Milk Products”,
EPRA International Journal of Economic and Business Review, Voulme.2No.8, pp.2347-2349.

6. Radha Krishnan, Nigam .S, and Shantanu Kumar (2015),” In Their Opinion Growing Human
Population, Rising per capita income and increasing urbanization are fueling repid growth in the
countries”, vol.5, No.9, pp.234-564.

7. Gouvea da Costa .E (2015),” Customer Satisfaction of electric power services”, Maria Eduarda
Letti Souza, vol.2No.4, pp.342-435.

8. Navneet Madan (2014),” The Impact of Customer Satisfaction on Online purchasing”, A case
Study Analysis in Thailand, Vol.8No.7, pp 68-79.

9. Jamia Millia (2017),”Impact of Interent Banking Service Quality on Customer Satisfaction”,

Vol.22No.1, pp 33-56.

10. Rengarajan .P, Sathya .R,(2014),” Buying Behaviour of Selected Branded Milk Products,
Vol.5No.3, pp 89-94.

10
 CHAPTER-3
3.1 COMPANY PROFILE

HISTORY

The Dairy Development Department was established in Tamil Nadu in the

year 1958 to oversee and regulate milk production and commercial distribution in

the state. The Dairy Development Department took over control of the milk

cooperatives. It was replaced by the Tamil Nadu Cooperative Milk Producers

Federation Limited in the year 1981.

On February 1, 1981, the commercial activities of the cooperative were

handed over to Tamil Nadu Co-operative Milk Producers' Federation Limited

which sold milk and milk products under the trademark "aavin". Tamil Nadu is

one of the leading states in India in milk production with about 14.5 million liters

per day.

ESTABLISHMENT

Madurai Aavin Dairy was established in the year 1967. It was

In augurated by S.M.T Indira Gandhi prime minister of India on 7th January 1967

under the president ship of Bakthavastaslam B.A,B., chief minister of Government

Madras.

11
MILK PRODUCTS OF AAVIN

Aavin produces 4 varieties of milk.

Cow milk (3.5% fat)

Standardized Milk (4.5% fat)

Aavin gold (5% fat)

Full Cream Milk (6% fat)

CONTROVERSIES
In the Year 2012 there were widespread complaints about the milk Being adulterated.
Especially when the milk was being transported from Cooperative societies to diaries. There was
no serious action taken. However, In the year 2014 a major adulteration racket was busted by the
police in the District of Villupuram. The modus operandi of the gang was to transfer 45 Cans of
milk from the lorry that carries pure milk from Chennai Aavin dairy To Tiruvannamalai, into
cans kept on mini lorries. An equal quantity of water was filled to ensure that their tracks are
covered. Aavin later confirmed that It encountered a loss of INR 10 crores due to this racket.

COOPERATIVE DAIRYING

The term co-operative societies act 1982 section 4c co-operative is a society which has
objected the promotion of the economic interest of its member in according with co-operative
principles.

NEED FOR CO-OPERATIVE

Milk is produced by small former living in rural areas. They face a number of problems
which can be solved by co-operative efforts in the following ways. They may result increases,
production of milk which will benefit such former as well as other milk consumers. A balance
diet for and adult India should include 10 ounces .

12
TAMILNADU STATE HAS 18 UNION AND FUNCTION OF DAIRY
DEVELOPED
The name of the union where as follows
1. Kanyakumari
2. Thirunelvelli
3. Virudhunager
4. Madurai
5. Sivagangia
6. Kaaraikudi
7. Dindugal
8. Erode
9. Ooty
10.Salem

MILK PROCESSING
Better operational ratios are a bridge wastage/fat/protein losses during Processing
efficient control on production costs. Save energy and adoption GMP (good manufacturing
practices) & HACCP (hazards analysis critical control Points/international standards).

FUNCTIONS OF ZONAL OFFICE

1. Selling milk cars to customers.

2. Collection of cash from concessionaire with indent.
3. Remittance of cash to bank.
4. Receiving customer’s complaint’s.
5. Appointment of new concessionaire & retailer.
6. Instruction of depots.
7. Route wise bill preparation.
8. Party wise bill preparation.

13
INDENT SECTION
1. Receiving information through modern from all zones.
2. Preparing milk request schedule.
3. Cash collection from rural.

CONTROL OF FINANCE ASSISTANCE

Later on it has converted into Tamil Nadu dairy development co-Operation limited and
subsequently Madurai district co-operative milk producers Union limited was formed in the year
1983. The Tamil Nadu co-operative milk product federation limited through Its approved brand
Aavin salutes the spirt man. From the day it started production .As of the first litres of milk in the
year 1981 to record heights of 11 lakhs litres per Day was achieved during 1988-1994.

14
 CHAPTER-4
DATA ANALYSISANDINTERPRETATION

TABLE NO. 1
Table showing the Opinion about Gender

Particulars No. of Respondents Percentage

Male 152 76

Female 48 24

TOTAL 200 100

Interpretation
From the above table it is clear that 76% of the respondents are male and there
maining 24% of the respondents are female.

15
 CHART NO :1
Chart showing the Opinion about Gender

76%
80
70
60
50 24%
40
30
20
Male Female

16
 TableNo.2
4.2 Table showing the Opinion about Age

Particulars
No. of Respondents Percentage
(In years)

18-20 20 10

21 – 30 85 42.5

31 – 40 65 32.5

Above41 30 15

TOTAL 200 100

Interpretation
From the above table 42.5 % of the respondents are coming under the age group of 21
–30 yrs and 32.5 % of the respondents are under the age group of 31 – 40 years and Above 41
are15%.

17
 CHART NO:2
Chart showing the Opinion about Age

43%
45
40 32%
35
30
15%
25 10%
20
15
18-20 21– 30 31– 40 Above41

18
 TableNo.3

4.3 Table showing the Consumer awareness

Awareness of aavin No. of Respondents Percentage

products

Friends 20 10

Relatives 30 15

Neighbors 40 20

Advertisement 110 55

Total 200 100

Interpretation:
From the above table it is clear that, 10% of respondents know about the aavin
milk through friends, 15% of the respondents are through relatives, 20% of the
respondents are through neighbors and 55% of respondents are through advertisement.

19
 CHART NO:3
Chart showing the Consumer awareness.

250

200

150

100

50

0
Friends Relatives Neighbors Advertisement Total

No.of.Responds Percentage Column1

20
 TableNo.4

4.4 Table showing the frequency level of buying

Frequency in buying No. of respondents Percentage

Once in a day 150 75

Twice in a day 40 20

Once in a week 5 2.5

Occasionally 5 2.5

Total 200 100

Interpretation:
From the table it is clear that, 75% of respondents prefer to buy Aavin milk once in a day,
20% of respondents prefer to buy Aavin milk twice in a day,2.5% of respondents prefer to buy
Aavin milk once in aweekand2.5%ofrespondents prefer to buy milk occasionally.

21
 CHART NO:4
Chart showing the frequency level of buying.

80 75%
70
60
50
40
30
20%
20

10 3% 2%
0

Onceinaday TwiceinadayOnceinaweek Occasionally

22
 TableNo.5

4.5 Table showing the consumer preference towards aavin products

Customer preference No. of respondents Percentage

Milk 120 60

Sweets 25 12.5

Curd 30 15

Butter 25 12.5

Total 200 100

Interpretation:
From the table it is clear that, 60% of respondents prefer to buy Aavin milk ,12.5% of
respondents prefer to buy Aavin sweets ,15% of respondents prefer to buy Aavin
curdand12.5%of respondents prefer to aavin butter.

23
 CHART NO:5
Chart showing the consumer preference towards aavin products.

60%
60

50

40

30
15%
20 13% 12%

10
0
Milk Sweets Curd Butte
r

24
 TableNo.6

4.6 Table showing the customers preference towards Quantity

Quantity No. of respondents Percentage

2Litre 20 10

1Litre 160 80

½Litre 10 5

¼Litre 10 5

Total 200 100

Interpretation:
From the table it is clear that, 10% of respondents buy 2 litre of milk per day,80% of
respondents prefer to buy1 liter ,5% of respondents buy½ Liter and 5% of respondents buy ¼ per
day.

25
 CHART NO:6
Chart showing the customers preference towards Quantity. 6

80%
80
70
60
50
40
30 10%
5% 5%
20
2Litre 1Litre ½Litre ¼Litre

26
 TableNo.7

4.7Table showing the Reason of Purchase

Reason of purchase No .of Respondents Percentage

Quality 120 60

Freshness 25 12.5

Neat package 15 7.5

Easy availability 40 20

Total 200 100

Interpretation:
From the above table it is clear that, 60% of respondents prefer to buy aavin milk due to
quality, 12.5%of respondents prefer to buy due to freshness, 15% of respondents buy due to neat
package and 20% of respondents buy because of easy availability.

27
 CHART NO:7
Chart showing the Reason of Purchase.

70
60%
60

50

40

30 20%
20 13%
7%
10

0 Quality Freshness Neatpackage Easy

availability

28
 TableNo.8

4.8 Table showing the Price Level

Price level No. of Respondents Percentage

Strongly Agree 50 25

Agree 100 50

Neither agree nor disagree 25 12.5

Disagree 20 10

Strongly Disagree 5 2.5

Total 200 100

Interpretation:
From the above table it is clear that, 25% of respondents are strongly agree with the
price level of aavin milk, 50% of the respondents are agreed, 12.5% of the respondents are
neither agree nor disagree, 10% of respondents are disagree and 2.5% of respondents are
strongly disagree.

29
 CHART NO:8
Chart showing the Price Level.

50%
50
45
40
25%
35
30 13%
10%
25 2%
20
Strongly Neithera Disagree Strongly
Agree gree Disagree
nordisag

30
 TableNo.9

4.9 Table showing the Quality Level

Quality level No. of Respondents Percentage

Strongly Agree 40 20

Agree 120 60

Neither agree nor disagree 30 15

Disagree 5 2.5

Strongly Disagree 5 2.5

Total 200 100

Interpretation:
From the above table it is clear that, 20% of respondents are strongly agree with the
quality of aavin milk, 60% of the respondents are agreed, 15% of the respondents are neither
agree nor disagree, 2.5% of respondents are disagree and 2.5% of respondents are strongly
disagree.

31
 CHARTNO.9
Chart showing the Quality Level

70

60

50

40

30

20

10

0
Strongly agree Agree Neither agree nor Disagree Strongly disagree
agree

CHART.NO-4.9

32
 TABLE NO. 10

4.10 Table showing the Consumer Awareness regarding ISIand Agmark standards

Consumer awareness No. of Respondents Percentage(%)

Yes 50 25

No 150 75

Total 200 100

Interpretation:
From the table it is clear that, 25% of the respondents have the awareness regarding ISIand
Agmark standards and 75% of the respondents are not having the awareness regarding ISIand
Agmark standards.

33
 CHARTNO.10
Chart showing the Consumer Awareness regarding ISIand Agmark standards

75%
80
70
60
50 25%
40
30
20
Yes No

34
 TableNo.11

4.11 Table showing the Consumer Awareness regarding Advertisement

Consumer awareness No. of Respondents Percentage(%)

Yes 120 60

No 80 40

Total 200 100

Interpretation:
From the above table it is clear that, 60% of the respondents have the awareness of
aavin milk through advertisement and 40% of the respondents have not seen the advertisement.

35
 CHART NO:11
Chart showing the Consumer Awareness regarding Advertisement

60
60
50 40%
40

30

20

10

0
Yes No

36
 TableNo.12

4.12 Table showing the availability of aavin stall nearby area

Availability No. of Respondents Percentage(%)

Yes 110 55

No 90 45

Total 200 100

Interpretation:

From the above table it is clear that, 55% of the respondents say aavin stall is available
nearby there are a and 45%of the respondents say aavin stall is not available nearby their area.

37
 CHART NO:12
Chart showing the availability of aavin stall nearby area

55%
60
45%
50

40

30

20

10

0
Yes No

38
 TableNo.13

4.13 Table showing the Consumer awareness regarding availability of all aavin products
in the stall

Awareness about all No. of Respondents Percentage

aavin products install

Strongly Agree 30 15

Agree 30 15

Neither agree nor disagree 130 65

Disagree 5 2.5

Strongly Disagree 5 2.5

Total 200 100

Interpretation:
From the above table it is clear that, 15% of the respondents are strongly agree that
they are aware about the availability of all aavin products in the stall,15% of the respondents are
agreed, 65% of the respondents are neither agree nor disagree,2.5% of respondents are disagree
and 2.5%of respondents are strongly disagree.

39
 CHART NO:13
Chart showing the Consumer awareness regarding availability of all aavin products in the
stall

70

60

50

40

30

20

10

0
Strongly agree Agree Neither agree nor Disagree Strongly disagree
agree

CHART.NO-4.13

40
 TableNo.14

4.14 Table showing the purchasing level during the train travel

Purchasing level No. of Respondents Percentage

Yes 100 50

No 100 50

Total 200 100

Interpretation:
From the above table it is clear that, 50% of the respondents have the habit of buying
aavin milk in the time of train travel and 50% of the respondents do not have the habit of buying
aavin milk in the time of train travel.

41
 CHARTNO.14
Chart showing the purchasing level during the train travel

60
50% 50%

40

30

20

Yes No

42
 TableNo.15

4.15 Table showing the consumer preferences of aavin stall in railway station

Consumer preferences No. of Respondents Percentage

Yes 110 55

No 90 45

Total 200 100

Interpretation:
From the above table it is clear that, 55% of the respondents need a aavin stall in
railway station and 45% of the respondents do not need a aavin stall in railway station.

43
 CHART NO:15
Chart showing the consumer preferences of aavin stall in railway station

55%
60
45%
50

40

30

20

10

0
Yes No

44
 TableNo.16

4.16 Table showing the Consumer opinion towards the budget level

Opinion of price comes No. of Respondents Percentage

under the budget

Strongly Agree 20 10

Agree 140 70

Neither agree nor disagree 25 12.5

Disagree 10 5

Strongly Disagree 5 2.5

Total 200 100

Interpretation:
From the above table it is clear that, 10% of the respondents are strongly agree that the
aavin milk comes under their budget, 70% of the respondents are agreed, 12.5 % of the
respondents are neither agree nor disagree, 5% of the respondents are disagree and 2.5% are
strongly disagree.

45
 CHART NO:16
Chart showing the Consumer opinion towards the budget level

80
70%
70
60
50
40
10% 12%
30 5% 3%
20
Strongly Neithera Disagree Strongly
Agree gree Disagree
nordisag

46
 TableNo.17

4.17 Table showing the satisfaction of consumers towards service

Satisfaction of Service No. of Respondents Percentage

Strongly Agree 60 30

Agree 100 50

Neither agree nor disagree 20 10

Disagree 15 7.5

Strongly Disagree 5 2.5

Total 200 100

Interpretation:
From the above table it is clear that, 30% of the respondents are strongly agree with the
service provided by aavin, 50% of the respondents are agreed, 10% of the respondents are
neither agree nor disagree,7.5% of respondents are disagree and 2.5% of respondents are
strongly disagree

47
 CHART NO:17
Chart showing the satisfaction of consumers towards service

60

50

40

30

20

10

0
Strongly agree Agree Neither agree nor agree Disagree Strongly disagree

CHART.NO-4.17

48
 TableNo.18
4.18 Table showing the opinion of consumers towards package

Quality of package No. of Respondents Percentage

Strongly Agree 60 30

Agree 80 40

Neither agree nor disagree 30 15

Disagree 20 10

Strongly Disagree 10 5

Total 200 100

Interpretation:
From the above table it is clear that, 30% of the respondents are strongly agree that the
package of aavin milk are neat & clean, 40% of the respondents are agreed, 15% of the
respondents are neither agree nor disagree,10% of respondents are disagree and 5% of
respondents are strongly disagree.

49
 CHARTNO.18
Chart showing the opinion of consumers towards package

40%
40
30%
35
30
15%
25
10%
20 5%

15
Strongly Neithera Disagree Strongly
Agree gree Disagree
nordisag

50
 TableNo.19

4.19 Table showing the satisfaction level of consumers towards Freshness

Satisfaction level of No. of Respondents Percentage

Freshness

Highly satisfy 20 10

Satisfy 60 30

Neutral 60 30

Dissatisfy 40 20

Highly dissatisfy 20 10

Total 200 100

Interpretation:
From the above table it is clear that, 10% of the respondents are highly satisfy with the
freshness of aavin milk, 30% of the respondents are satisfied, 30% of the respondents are
neutrally accept the statement, 20% of respondents are dissatisfied and 10% of respondents are
highly dissatisfied.

51
 CHART NO.19
Chart showing the satisfaction level of consumers towards Freshness

30% 30%
30
25
20%
20
15
10% 10%
10

0
Highly Satisfy Neutral Dissatisfy
Highlysatisfy

52
 TableNo.20

4.20 Table showing the Overall satisfaction of consumers compared to other products

Satisfaction level of
No. of Respondents Percentage
consumers

Highly satisfy 100 50

Satisfy 80 40

Neutral 10 5

Dissatisfy 5 2.5

Highly dissatisfy 5 2.5

Total 200 100

Interpretation:
From the above table it is clear that, 50% of the respondents are highly satisfy with the
aavin milk& milk products when compared to other products, 40% of the respondents are
satisfied, 5% of the respondents are neutrally accept the statement ,2.5% of respondents are
dissatisfied and 2.5%of respondents are highly dissatisfied.

53
 CHART NO:20
Chart showing the Overall satisfaction of consumers compared to other products

60

50

40

30

20

10

0
Highly satisfy Satisfy Neutral Dis satisfy Highly dis satisfy

54
 CHAPTER-5

5.1 Findings

 From the analysis ,it was found that 76% of the respondents are Male and remaining
people are female.

 42.5%of the respondents are in the age group of 21-30years.

 55%of respondents know about the aavin milk through advertisement.

 75%of the respondents prefer to buy Aavin milk once in a day and about 20% of
respondents prefer to buy twice in a day.

 It is found that 60% of respondents mainly prefer to buy milk in aavin and the remaining
people prefer to buy aavin sweet, curd and butter.

 80%of respondents prefer to buy1litre of aavin milk per day and10%of people buy 2
litre per day.

 60% of respondents prefer to buy aavin milk due to quality and remaining people prefer
because of freshness, neat package and easy availability.

 Most people(75%) strongly agreed that the price of the Aavin milk and milk products

are reasonable and affordable.

 Most of the respondents (80%) agree that the aavin milk and milk products are high in

quality, very few feel that it is inferior in quality.

 Most of the respondents (75%) are not aware of the fact that Aavin milk and milk

products are ISIand AGMARK certified.

 60% of the respondents have the awareness of aavin milk through advertisement.

 55% of the respondents know that the aavin stall %do not know the aavin stall is
available in their area.

 65%of respondents neutrally agreed that Aavin milk and milk products are always

available in the Aavin stall.

55
 50% of the respondents have the habit of buying aavin milk in the time of train travel
and remaining people do not have the habit of buying milk during travel.

 It is found that 70% of the respondents are agreed that the aavin milk comes under their
budget.

 50% of the respondents are agreed with the service provided by aavin.

 40%of the respondents are agreed that the package of aavin milk is neat & clean.

 40% of the respondents are satisfied with the freshness of aavin milk and the remaining
people are not highly satisfied with the freshness.

 50%of the respondents are highly satisfied with the aavin milk & milk products when
compared to other products.

56
5.2 SUGGESTIONS
 The amount spent on the advertisement is very low; most of the people still don’t know

what allthe products available in the Aavin stall are.The sales of the Aavin products can

only beincreased only if people know about them and the only way to achieve is by

advertisement.Various Aavin product names can be made to display along with the

pneumonic symbol at thesideofthe Aavin vehicles and inthestalls.

 Advertisement plays a crucial role in promoting the products.A small ad can be given in

thefront page of the local daily regarding the qualities of the Aavin milk products once

in a week.Thiswillcreate some awarenessaboutthe Aavin milkproducts.

 The sales of the Aavin milk and milk products can be increased by setting a Aavin stall

at theErode Railway station.Since the Erode junction being the hub to many rail routes,

hundreds oftrains from all over India pass through the junction so surely there will be a

huge response fromthetraintravelers for the Aavin milkand milkproducts.

 The sale can also be increased by some sales strategies.Since most of the consumers

belong tomiddle and lower middle class category they will not be able to pay the money

daily so creditsystem can be followed by collecting some deposit at the starting

itself.Free door delivery canalsoincreasethesales of the Aavin products.

 Automatic vending booths may be installed in main areas in the Erode town to facilitate the

customers to purchase milk round the clock.

 Aavin website may be updated and popularized.

57
5.3 CONCLUSION

Promotion of sales and knowing consumer behaviour are important aspects for selling
the product and achieve the highest sales level in the market. Through this study, we
conducted the research entitled ―A study on Consumer Behaviour and Sales Promotion of
Aavin Milk and Milk Products. This study helps us to know the sales promotion strategies
adopted by the company and consumer perception towards the product. It also provides the
steps to improve the sales in future and attain the highest growth level in the market.

58
Bibliography
Philip Kotler – Marketing Management, Prentice Hall of India, 2004.
C.R.Kothari – research methodology (methods and techniques), New Age International
Publishers, 2007.

Website :
www.aavinmilk.com
www.marketingstrategies.org
www.marketingprinciples.com

59
 A Study on Sales promotion and Consumer behavior of
Aavin Milk & Milk Products

QUESTIONNAIRE
Personal data:
Name:
Gender: Male ( ) Female ( )
Age: a) 18-20 b) 21-30 c) 31-40 d) Above 41

Questions:

1. How did you come to know about aavin milk & milk products?
a) Friends
b) Relatives
c) Neighbours
d) Advertisement

2. How frequently will you buy aavin milk products?

a) Once in a day
b) Twice in a day
c) Once in a week
d) Occasionally

3. What kind of aavin products do you prefer to buy?

a) Milk
b) Sweets
c) Curd
d) Butter

60
4. What is the quantity of aavin milk will you buy?
a) 2 litre
b) 1 litre
c) ½ litre
d) ¼ litre

5. Why you prefer aavin product?

a) Quality
b) Freshness
c) Neat package
d) Easy availability

6. The prices of aavin milk products are reasonable?

a) Strongly Agree
b) Agree
c) Neither agree nor disagree
d) Disagree

7. What do you feel about the quality of aavin milk products?

a) Very High
b) High
c) Satisfactory
d) Low
e) Very low

8. Do you know that aavin products are ISI and AGMARK certified?
a) Yes
b) No

61
9. All aavin milk products are sufficiently available in the stall?
a) Strongly Agree
b) Agree
c) Neither agree nor disagree
d) Disagree
e) Strongly Disagree

10. Have you seen any aavin advertisement?

a) Yes
b) No

11. Is there aavin stall available nearby your home?

a) Yes
b) No

12. Do you aware that all the aavin products are available in the stall?
a) Strongly Agree
b) Agree
c) Neither agree nor disagree
d) Disagree
e) Strongly Disagree

13. While you travel in train will you prefer to have aavin milk?
a) Yes
b) No

14. Do you need aavin stall in railway station?

a) Yes
b) No

62
15. Whether the aavin products come under your budget?
a) Strongly Agree
b) Agree
c) Neither agree nor disagree
d) Disagree
e) Strongly Disagree

16. What do you feel about the service of aavin milk products?
a) Strongly Agree
b) Agree
c) Neither agree nor disagree
d) Disagree
e) Strongly Disagree

17. Do you feel that aavin milk package are clean & neat?
a) Strongly Agree
b) Agree
c) Neither agree nor disagree
d) Disagree
e) Strongly Disagree

18. How do you feel about the freshness of aavin milk products?
a) Highly satisfy
b) Satisfy
c) Neutral
d) Dissatisfy
e) Highly Dissatisfy

19. Whether you are satisfy with the aavin milk & milk products when compared to other
milk products?
a) Highly satisfy
b) Satisfy
c) Neutral
d) Dissatisfy
e) Highly Dissatisfy

63
20. Suggestions:
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64