Analysis of Customer

8/3/2019 Analysis of Customer

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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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5/14

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




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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;;


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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10/14

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


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 FFrreeqquueennccyy FFrreeqquueennccyyiinn %%

VVeerryy ggoooodd 1144 77

GGoooodd 5522 2266

AAvveerraaggee 110044 5522

PPoooorr 2244 1122

VVeerryy PPoooorr 66 33


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


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


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.

Analysis of Customer

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