SUMMER TRAINING REPORT

ON
CUSTOMER SATISFACTION REGARDING VARIOUS
MILKFOOD PRODUCTS AMONG HOUSEWIVES
(Submitted to M. M. Modi College Patiala in partial fulfillment for the award of Bachelors of business
administration)
2009-2010

SUBMITTED TO:- SUBMITTED BY:-

Prof. Neeraj Goel Neeti Bhalla
BBA III
Roll no- 4015

Department of Computer Science and Management

MULTANI MAL MODI COLLEGE PATIALA

1
 ACKNOWLEDGEMENT

I owe a great many thanks to a great many people who helped and supported me in my
project report. My deepest thanks to Lecturer, NEERAJ GOYAL the Guide of the project for
guiding and correcting various documents of mine with attention and care. He has taken pain
to go through the project and make necessary correction as and when needed. I express my
thanks to the Principal of, MULTANI MAL MODI COLLEGE, PATIALA, for extending his
support. My deep sense of gratitude to MR. R. MATHUR (MANAGER), [MILKFOOD
LIMITED] for his support and guidance.

Thanks and appreciation to the helpful people at [MILKFOOD LIMITED], for their support.
I would also thank my Institution and my faculty members without whom this project would
have been a distant reality. I also extend my heartfelt thanks to my family and well wishers

NEETI BHALLA

2
 DECLARATION
This is to certify that Report entitled “…CUSTOMER SATISFACTION REGARDING
VARIOUS MILKFOOD PRODUCTS AMONG HOUSEWIVES” which is submitted by
me in partial fulfillment of the requirement for the award of degree of Bachelor Of Business
Administration in Multani Mal Modi College, Patiala, comprises only my original work and
due acknowledgement has been made in the text to all other material used.

Neeti Bhalla

3
 PREFACE

“The only thing constant in life is change.”

I am not sure who that phrase is attributed to, but it is why this book was written. About ten
years ago, Kath Giel and I (Earl Naumann) wrote “Customer Satisfaction Measurement and
Management”. Although it was a bit long and wordy, that book did a pretty good job of
describing how to design and implement a customer satisfaction program, circa 1995. In
today’s business environment, I would view that book as incomplete. The implication is that
the “state of the art” on most subjects from 5-10 years ago is no longer “state of the art”.
“State of the art” is an evolving, elusive concept. The goal of this book is to discuss the major
trends that have been taking place in becoming a customer centered organization. But the fact
of the matter is that achieving high customer satisfaction and loyalty requires a lot more now
than it did ten years ago. There is a well-known phrase in management, “What gets measured,
gets managed”. Since being customer centered is an important plank in corporate strategy,
this book is about how customer perceptions and behaviors can and should be measured.

4
 CONTENTS

Acknowledgement…………………………………………………………………………………2
Declaration…………………………………………………………………………………………3
Preface……………………………………………………………………………………………...4
Executive summary………………………………………………………………………………..7
Literature Review…………………………………………………………………………………….8

CHAPTER I
Company profile……………………………………………………………………………..9
About milkfood and promoters……………………………………………………………………10
Management of the company………………………………………………………………………11
Future of milkfood………………………………………………………………………………….12
Vision and mission, philosophy, quality of products and certification &
approvals………………………………………………………………………………………..13-14
Clientage……………………………………………………………………………………………14

CHAPTER II
Milkfood plants in India………………………………………………….15-20

CHAPTER III
Products of milkfood ltd………………………………………………………………..21-23

CHAPTER IV
Marketing……………………………………………………………………………….24-26

CHAPTER V
Financial position of milkfood ltd……………………………………………………….27-29

CHAPTER VI
Objectives of the study………………………………………………………………….30-31

5
CHAPTER VII
Research methodology………………………………………………………………….32-34

CHAPTER VIII
Data analysis……………………………………………………………………………35-44

CHAPTER IX
Findings & conclusions………………………………………………………………….45-46

CHAPTER X
Recommendations & suggestions……………………………………………………….47-48

CHAPTER XI
Limitations……………………………………………………………………………….49-50
BIBLIOGRAPHY………………………………………………………………………..51
ANNEXURE……………………………………………………………………………52-54

6
 EXECUTIVE SUMMARY

Customers today are more informed and more demanding than ever. They know quality
service when they get it and they aren’t afraid of taking their business elsewhere if they don’t
get it. Most manufacturers have taken this fact to heart because a refusal to acknowledge this
reality can spell - failure - rejection by the one who holds the purse strings and the key to
profits.
Satisfaction of customer needs, in fact, provides a rationale for the firm’s existence.
Therefore consumer behavior lies at the heart of modern marketing and its knowledge is vital
for a firm’s existence, growth and success. An understanding of the motives underlying the
consumer behavior helps a firm to seek better and more effective ways to satisfy consumers.
Consumer behavior, however, is a complex system where there is an interaction of various
social, economic and psychological factors. All these factors affect the purchase decision of
the buyer and his perception about different products. Buying decision process incorporates
all the activities that individuals go through in their role as consumers. It starts right from the
time when there is a state of deprivation (need arousal) and goes through a point when a
means of need satisfaction has been obtained. It ends at time to judge the level of satisfaction
(post - purchase evaluation). Satisfaction is the key to generate repeat business. It ensures
customer loyalty and determines whether a customer would come to the company again. The
process of customer satisfaction can be depicted in the following steps Need recognition –
realisation of the difference between desired situation and the current situation that serves as
a trigger for the entire consumption process.
 Search for information - search for data relevant for the purchasing decision, both
from internal sources (one's memory) and/or external sources.
 Pre-purchase alternative evaluation - assessment of available choices that can fulfill
the realised need by evaluating benefits they may deliver and reduction of the number
of options to the one (or several) preferred.
 Purchase - acquirement of the chosen option of product or service.
 Consumption - utilisation of the procured option.
 Post-purchase alternative re-evaluation - assessment of whether or not and to what
degree the consumption of the alternative produced satisfaction.
 Divestment - disposal of the unconsumed product or its remnants.

7
 LITERATURE REVIEW

While the literature contains significant differences in the definition of satisfaction, all the
definitions share some common elements. When examined as a whole, three general
components can be identified: consumer satisfaction is a response (emotional or cognitive);
2) the response pertains to a particular focus (expectations, product, consumption experience,
etc.); and 3) the response occurs at a particular time (after consumption, after choice, based
on accumulated experience, etc). Consumer responses followed a general pattern similar to
the literature. Satisfaction was comprised of three basic components, a response pertaining to
a particular focus determined at a particular time. From the beginning of the “customer
service revolution” almost 20 years ago, a body of business research has focused on customer
satisfaction and customer focus organizations. Business consultants, corporations and others
have worked to identify the characteristics of organizations that consistently please their
customers, to develop tools for monitoring customer satisfaction, and to build continuous,
quality improvement systems that respond to consumer feedback. Although much of the
research has been conducted by and for the corporate world.

8
 CHAPTER-I

ABOUT THE UNIT

MILK FOOD LIMITED

Company Profile

Business Type Exporter , Manufacturer

Export Percentage 20%
Primary Competitive • Uncompromising Quality
Advantages • Advanced Technology & Vast Workforcee
• Certified By Recognized Bodies
• Large Clientele
• Vast Range Of Milk Products
• Large Infrastructure.

Sales Volume $ 80 million

No of Staff 550
Year of Establishment 1974
Export Markets • North America - USA
• Europe - France, Germany, Poland, Azerbaijan, Georgia
• Middle East - UAE, Saudi Arabia
• Africa - Egypt

• Asia - Thailand, Sri Lanka, Pakistan, Afganistan, Myanmar,

Bangladesh, Philippines, Japan
OEM Service Provided No
Monthly Production 2000 MT Milk Powder & 1500 MT Ghee
Capacity
Memberships • Kosher Certification
• Approval from Export Inspection Agency

• Registration with FDA, USA.

Product Range • Ghee
• Milk Powders
• Skimmed Milk Powder
• Full Cream Milk Powder
• Dairy Whitener
• Demineralised Whey Powder (40-90%)

• Edible Grade Acid Casein, etc.

Standard Certification • ISO 9001:2000

9
 • HACCP WARRANTY (Food Safety System

ABOUT MILKFOOD

Milkfood Limited was set up in the year 1973 with the first Plant at Bahadurgarh , on the
Rajpura Patiala Road in the State of Punjab . The company manufactures Pure Ghee,
Skimmed Milk Powder , Whole Milk Powder, and Dairy Whitener . From the intial installed
capacity of 80 MT of milk processing per day at Patiala during 1974 the Company at has
enhanced the processing capacity from time to time and the present milk processing capacity
of all Plants is 1500 MT per day.

In the year 1987 the Company commissioned its Second Plant at Gurgoan in the State of
Haryana for the manufacture of Cultured Desserts like Long Life Yoghurts, UHT Milk ,
Juices etc. and Frozen Desserts Yoghurts like Ice Creams. The Ice Cream brand "Milkfood
100% Ice cream" still conjurs up memories even years after it's sale to Hindustan Lever.

The company has taken on lease a Dairy Plant in 2003 at Hamira, Distt. Kapurthala, in the
State of Punjab to supplement the production capacities by 200 MT of milk processing per
day. The capacity has since been enhanced to 500 MT of Milk Processing per day.

In 2005, the company has taken expansion plans further to the State of Uttar Pradesh where a
fully modernised facility has been set up at Village Agwanpur, Tehsil Moradabad to add
capacity of 500 MT of milk processing per day. The plant has commenced production in
November 2005.

Further Expansion plans for manufacture of Export Oriented and Value added products like
Casein , Demineralised Whey Powder , Whey Protien Concentrates has been initiated at the
Bahadurgarh facility , which is likely to be commissioned by end of 2006. Capacity
expansion will enable the Bahadurgarh plant to process 700 MT of milk per day.

10
 PROMOTERS

The company is promoted by Mr. Karamjit Jaiswal, Executive Chairman .The Jaiswal family
are also promoters of Jagatjit Industries Limited, which has interests in Alcoholic Beverages
(AC Black, Aristocrat Premium, ACP , Bonnie Scot) , Malted Foods, Plastic and Glass
Bottling and Real Estate. The Group has a Gross Turnover in excess of INR 5500 Million.
The companies Milkfood Limited and Jagatjit Industries Limited are public limited
companies and the Shares are traded on the Stock Exchanges at Mumbai, Delhi and
Ludhiana.

MANAGEMENT

Board of Directors
Mr. K.S.Jaiswal Executive Chairman
Mr. Umesh Saxena Managing Director
Ms. Roshni Jaiswal Director (Projects)
Mr. Deepankar Barat Director
Mr. Suresh Alipura Director
Mr. Amarjit Kapoor Director
Ms. Asha Gadi Director
Senior Management
Mr. Sudhir Avasthi Finance Director
Mr. Narender Sapra Joint President
Mr. H. M. Sood Senior Vice President
Mr. R. C. Mahajan Senior Vice President
Ms. Kamlesh Gupta Company Secretary

11
 FUTURE

At the International Dairy Federation (IDF) seminar on "Utilization of Dairy Ingredients in

Foods" held at Luxemburg in 1981, Dr. Ernest Mann, Consultant, IDF, stated that milk has
four faces. First two faces are represented by liquid milk on one hand and traditional dairy
products viz. Milk Powder, Cheese and other traditional cottage dairy products on the other
hand. The third phase of milk is represented by new dairy products tailored to suit the
changing social and dietary habits of the people who have encouraged the dairy industries of
many countries to take a re-look at the new range of products manufactured and aided by the
new technological processes such as fat fractionate, protein fractionation, electro dialysis,
membrane separation etc. This has helped to further the concept of milk as an industrial
liquid whose ingredients could be extracted and recombined in different ways to form new
processed food products.

The present expansion by Dairies shall cover the third face of milk viz. fractionation and
extraction of milk ingredient leading to manufacture of various value added products which is
a new and just introduced milk phase in India and has a long way to go in the time to came
i.e. extraction of its ingredients viz. Casein, Whey proteins, Lactose, Minerals and
Dimineralised Whey powder.

The fourth face of milk is a generator of thousands of ingredients with specified nutritional
and functional property for different branches of food industry which is revealing milk to be a
treasure chest of more than 2000 ingredients. This phase of milk is yet to be come up.

India continues to be the largest milk producer of the world, with competitive advantage of
low cost milk production. With the reduction of Farm subsidies worldwide and advent of
world class technologies in India the country is poised to become the largest exporter of Milk
products in the years to come.

12
VISION & MISSION OF MILKFOOD LTD
Working from the world's largest producer of milk, India, for more than four decade we have
achieved tremendous growth in capacities, quality, technology and goodwill. We, at
Milkfood Limited, solemnly affirm our commitment to uncompromising quality of our
products, which will subsequently facilitate us to widen our customer base and enhance the
level of customer satisfaction, which is our opinion is the most legitimate purpose of any
business. We work round the clock to unlock the potential of nature to improve the quality of
life and to make the food we all enjoy more available and affordable, thus enhancing the
quality of life.

PHILOSOPHY

Premium Quality and Good Taste ' are the driving factors for the company's products for
three decades. Continuous modernisation have enabled enhancement of product quality over
the year.

QUALITY OF PRODUCTS
Raw milk must be tested for everything from fat and protein content to contamination of
antibiotics. Trucks and tankers must be emptied and cleaned, volume must be measured
exactly for accounting purposes and production planning. During milk processing, raw milk
must be converted to standardized milk with a set fat content. The process requires cleaning,
separating into low fat milk and cream, adjusting the fat content, pasteurizing, chilling and
storage.

Butter production needs a lot of care to be put into the treating, heating, degasifying, cooling
and ripening of the cream. This cream is then churned in huge churners that are fully
automated. The goal is to get just the right butter with rich aroma and granular texture that are
the recognizable characteristics of our pure ghee.

13
Our acid casein production: acid whey is produced as a valuable fractionation product that is
pasteurized, membrane-processed to reduce mineral load, passed through ion exchange
columns, to further demineralise the product, evaporated and spray dried and marketed to the
food, beverage and pharmaceutical industries. Our process control systems ensure that
everything must be coordinated and uniform.

Certification & Approvals

• ISO 9001:2000
• HACCP WARRANTY (Food Safety System)
• ISO 14001 (Environmental Management System)
• Kosher Certification
• Approval from Export Inspection Agency
• Registration with FDA, USA
• Numerous mandatory Regulatory Bodies' Consent.

Clientage

Some of our esteemed clients from all across the world are mentioned below:

• North America - USA

• Europe - France, Germany, Poland, Azerbaijan, Georgia
• Middle East - UAE, Saudi Arabia
• Africa - Egypt
• Asia - Thailand, Sri Lanka, Pakistan, Afghanistan, Myanmar, Bangladesh,
Philippines, Japan.

In India

• Glaxo Smithkline Consumer Healthcare

• Nestle India
• Mother Diary
• Cadbury's
• Metro Dairy.

14
 CHAPTER II

MILKFOOD

PLANTS IN INDIA

15
 LOCATIONS OF MILKFOOD LTD.

PATIALA PLANT

Technical details of the plant:

The plant is located 250 Kms north of New Delhi at Bahadurgarh on National Highway,
between Rajpura and Patiala. The Plant is set up in an area of 12 Acres and is capable of
handling 500 MT of Milk per day.

The plant has facilities to manufacture Anhydrous Milk Fat (Ghee) , Milk powders (Skimmed
Milk Powder, Whole Milk Powder). The plant is being upgraded to manufacture value added
products like Casein, Demineralised Whey powder, Lactose and Whey Protein Concentrate
powders of different percentages.

Milk Processing &

Pasteurization
The main process equipment comprises of Auto
Desludge Cream separators from Westfalia, Germany
with capacity of 20 K L per hour with matching Heat
Exchangers for Pasteurization. The storage capacity
of Raw Milk and Pasteurized Milk are 130 MT and
210 MT respectively.
Anhydrous FAT
The equipment is Cream Separators and Pasteurizer
from Alfa Laval Batch Type Butter Churn from
Larsen & Toubro with capacity of 46 MT per day.
The facility has a Mather and Platt tin can packaging line with an Auto filling system ranging
from ½ Ltr to 5 Ltrs. The facility also has 2 Lined Carton Auto filling and sealing machine
from Rollatainers for packing of ½ Ltr and 1 Ltr with capacity of 360 packs per hour. The
bulk pack-filling machine for 15 Kgs Tin with capacity of 200 Tins per hour is from Philips.
Powder Manufacturing
Four Effect Evaporators of Weigand Design with capacity of 325 MT of Milk and Sapporally
with capacity of 344 MT. Two stage Spray Dryers with Vibro Fluidization of Niro design
from Larsen & Toubro and Single stage Dryer of Anhydro Design from Alfa Laval / Tetra
Pack with capacity of 53 MT per day. Powder Packaging in 1 Kg pouches with capacity of 30

16
MT per day from Hassia, Germany and also in 25 Kgs Bulk is packing.

UTILITIES

The service equipments comprise of Boilers with capacity of 18 MT of Steam per hour at a
pressure of 24 Kgcm2 using alternate source of energy as fuel like rice husk with fluidized
bed for maximum combustion. 0.20 MW/Hour is produced using a Back Pressure
Turbine.Exhaust steam is used in Milk Processing. The Refrigeration system is an Ammonia
and Lithium Bromide Absorption System from Thermax with capacity of 300 TR using water
as refrigerant and exhaust steam from power producing turbine as a heating medium.

The plant is fully equipped to handle treatment of total generated effluent with an ETP from
Triveni Engineering of capacity 50 cubic meter / per hour. Power Load sanctioned is 3.8 MW
with necessary total power back up of 1800 KVA Gensets. Water requirements are met from
deep bore Tubewell with capacity of 90 cubic meters per hour.

For quality assurance, the company has well established laboratories with qualified staff who
monitor Raw milk quality,Packaging material and online processing to testing of finished
products.

A 100 % Export Oriented Unit to manufacture Casein and Demineralised Whey Powder is
being set up at Patiala with Capacity to manufacture 6000 MT of Casein per Annum. The
machinery is largely to be from Alfa Laval. A High capacity Boiler and 1 MW Turbine is
being installed to meet the Power requirements The plant at Patiala after upgradation
(October 2006) would have processing capacity of 7 million litres of milk per day.

HAMIRA PLANT

Technical details of the plant:

17
The plant is located approximately 30 Kms north of Jullundur on G.T. Road, between
Jullundur and Amritsar . The Plant is on lease from Jagatjit Industries Ltd and has a capacity
to process 500 MT of Milk per day.

The plant has facilities to manufacture Anhydrous Milk Fat (Pure Ghee) , Milk Powders
(Skimmed Milk Powder , Whole Milk Powder, Dairy Whitener & Infant Foods). The plant
has facility to produce powder with disc and nozzle atomization resulting into powders of low
or high density. A Three stage spray drying system with facility of Lecithination helps in
production of instant powders. A separate facility for production of malted food is available.

The main process equipment like Cream

Separators & Heat Exchangers are from Alfa
Laval, Continuous Butter Churn from HMT and
Evaporators and Spray Dryers from Alfa Laval.

The service equipments like boilers use alternate

source of energy as fuel like rice husk. 50% of
power is generated through steam turbines and
exhaust steam is used in milk processing

MORADABAD PLANT

Technical details of the Plant :

The plant is located approximately 200 Kms from New Delhi at Mugalpur urf Agwanpur
Mustakam on the Moradabad – Kanth Road. The Plant is set up in an area of 17 Acres and is
capable of handling 500 Metric Tonnes of Milk per day. The plant commenced production In
November 2005.

The plant has facilities to manufacture Anhydrous Milk Fat (Pure Ghee) , Milk Powders
(Skimmed Milk powder, Whole Milk Powder).

Milk Processing & Pasteurization

The main process equipment comprises of Auto
Sludge Cream separators and Heat Exchangers
from Alfa Laval with capacity of 30 KL per hour.
The storage capacity of Pasteurized/Processed

18
Milk is 200 MT.

Anhydrous FAT

The equipment includes Continuos Butter Churn from HMT with capacity of 36 MT per day.
The facility has a tin can packaging line with an Auto filling system ranging from ½ Ltr to 5
Ltrs. The facility also has 2 Lined Carton Auto filling and sealing machine from Rollatainers
for packing of ½ Ltr and 1 Ltr Lined Carton with capacity of 720 packs per hour. The bulk
pack filling machine for 15 Kgs Tin with capacity of 360 Tins per hour from Avery India Ltd.

Powder Manufacturing

Five Effect Evaporators with capacity of 25000 LPH of Milk. Spray Dryers with capacity of
40 MT per day. Packaging in 1 Kg pouches with capacity of 30 MT per day from Hassia and
also in 25 Kgs packaging. The plant can produce powders with disc & nozzle atomization and
is equipped with fludized bed system to make instant powders. The evaporator and dryer are
designed to use low pressure steam.

UTILITIES

The service equipments comprising of Boiler at high pressure with superheat with capacity of
12 MT of Steam per hour at a pressure of 32 Kgcm2 which use alternate source of energy as
fuel like rice husk with fluidised bed for maximum combustion. The steam generated is
passed through Back pressure turbine resulting into power generation meeting approx. 50%
of total power required .Exhaust Steam from Turbine is used in Milk Processing ,
Evaporator , Spray Dryer and Refrigeration.

The Refrigeration system is an Ammonia and Lithium Bromide Absorbrion System from
Thermax with capacity of 300 TR using water as refrigerant .Exhaust steam from power
producing turbine is used as a heating medium.

For effluent treatment a modern treatment plant using both aerobic and An-aerobic system to
give desired results. For quality assurance well established Laboratory with qualified staff

19
who monitor all Raw Material and Packaging Material intake along with controlling the
online process and finished products quality.

20
 CHAPTER-III

PRODUCTS OF
MILKFOOD LTD

21
 PRODUCTS OF MILKFOOD LTD

PURE GHEE

COMPOSITION
ANHYDROUS MILK FAT

PRODUCT PACKING QUALITY TESTS

LINED CARTON (RT) 1/2 LTR AGMARK SPECIAL
LINED CARTON (RT) 1 LTR. GRADE
TIN 1/2 LTR. COLOUR,TASTE,TEXTU
RE
TIN 1 LTR.
RM VALUE
TIN 2 LTR.
BOUDOLIN
TIN 5 LTR.
FREE FATTY ACIDS
TIN 15 KGS.
B.R READING
MOISTURE %

22
 SKIMMED MILK
POWDER

COMPOSITION
MILK PROTIEN: MINIMUM 34%
CARBOHYDRATES: 54%
MOISTURE: 3 - 3.5%
MILK FAT: 1%

PRODUCT QUALITY TEST

PACKING ISI SPECIAL
25 KGS.FOOD GRADE
GRADE KRAFT PROTIEN
PAPER BAG ASH
1KG x 25 POLY ACIDITY
POUCHES IN 25 KGS MOISTURE %
FOOD GRADE
SODIUM &
KRAFT PAPER BAG
POTTASIUM
INSOLUBILITY
INDEX
FAT %

23
 CHAPTER IV

MARKETING OF
MILKFOOD LTD

MARKETING

Milk Powder

24
Skimmed Milk Powder and Whole Milk Powder are of institutional Grade supplied either to
companies where it is used as a raw material for their end products (Malted Food , Food
Supplements, Chocolates, Ice Creams, Biscuits , Sweets etc.) or it is used in the milk dry
areas of the country to be reconstituted as liquid milk . The Powder is packed in Food Grade
Polyliners and 25 Kg. Kraft Paper Bags packs and also 1 Kg. Polypacks. The product is ISI
Graded for Export.

Among the private sector corporations in India the company is one of the largest supplier for
Milk Powders to the institutions i.e Glaxo Smithkline , Cadburys, Nestle , Mother Dairy ,
Metro Dairy , Lotus Chocolate.

The company also exports Skimmed Milk Powder and Whole Milk Powder to the South
Asian countries of Pakistan, Bangladesh , Nepal, Sri Lanka , Afghanistan and Myanamar.

GHEE

The Anhydrous Milk Fat (Ghee) is marketed as 'MILKFOOD' brand is graded as AGMARK
Special Grade and is the leading private sector ghee brand in the country and commands one
of the largest shares of the North Indian Market. The company is also approved with the
Canteen Stores Department for supply of Consumer Pack Ghee. Ghee is packed in seven
pack sizes from ½ Ltr. Packs to 15 Kg Tins.

For distribution of Products Redistribution depots at Gurgoan, Delhi, Kolkata, Chandigarh

and Mumbai apart from Agents spread over almost all states.

CASEIN

A 100% Export Oriented Unit is being set up at the existing facilities at Bahadurgarh, Patiala
to manufacture Casein which commands a premium price in Export markets of USA, Europe
and Japan. India being the largest and cheapest producer of Milk holds comparative price
advantage in the product which has varied applications from Food Products, Pharma to
Technology products. Demineralised Whey Powder is a by product which has both a
Domestic and Export market.

Uses of Casein :

25
Casein / Caseinates Food grades : ingredient in noodles, chocolate, sweets, mayonnaise, ice
cream, cheese manufacture, binding ingredient, emulsifier and milk substitute in processed
foods.
Industrial grades : Plastic (buttons, knitting needles), manufacture of synthetic fibres,
chemical industry (paints, glues, glazed paper, putty and cosmetics), reinforcing agent and
stabilizer for rubber in automobile tyres, nutritional supplement and binder in calf milk
replacers. Other technical applications include detergents, hairseting products and cosmetics,
lightweight concrete, wallboards, photo etching, computer circuits, electronics ignition
components, water purification, insecticide sprays and fertilizer.

WHEY POWDER: Food grade : Ice cream, bakery products (cakes, biscuits), chocolate
flavouring, infant formula, yogurt, beverages, processed meat etc. Industrial grade : animal
feed (pigs, horses, poultry), calf milk replacer, carrier for herbicides etc..

26
 CHAPTER V

FINANCIAL POSITION OF
MILKFOOD LTD

27
28
29
 CHAPTER VI

OBJECTIVES OF THE STUDY

30
1. CUSTOMER SATISFACTION REGARDING VARIOUS MILKFOOD
PRODUCTS AMONG HOUSEWIVES.

2. AWARENESS AMONG PEOPLE REGARDING VARIOUS

MILKFOOD PRODUCTS.

31
 CHAPTER-VII

RESEARCH METHODOLOGY

32
RESEARCH METHODOLOGY

INTRODUCTION

According to Prof. Phillip Kotler,”Marketing research is the systematic,

design, collection, analysis and reporting of the data and finding relevant to
specific marketing situation facing the company”. Marketing is restless, changing dynamic
field. Since 1920 many important and dramatic changes have taken place in marketing,
thousands of new products including those of entries of new industries such as automobiles,
electronics and computer, textile, walk product etc. have appeared in the market. The market
orientations have changed from production to market.

RESEARCH APPROACH
Survey Method :- Survey are best suited for descriptive research companies which undertake
surveys to learn about peoples’ knowledge, beliefs, preferences, satisfaction etc. to measure
these magnitude in the general population. While observation and tours are best suited for
exploratory research which is not the case of our study.

RESEARCH INSTRUMENT

Questionnaire - questionnaire is prepared and used to collect the information. The majority
of questions are close ended. Questionnaire is distributed to people to know about their
preferences, tastes, demands etc. This is one of the easiest methods of collecting information.

SAMPLING PLAN
After deciding on the research approach and instrument, we must design a sampling plan.
This plan calls for three decisions:

1. Sampling Unit :- Here we define what is to be surveyed i.e. the target population that will
be sampled. In our case the general public in Patiala city come under the sampling unit

2. Sample Size :- Large samples give more reliable results. In our study 75 customers were
surveyed in Patiala city.

33
3. Sampling Procedure: - Area sampling is using because it is not practically possible to
visit all places of India therefore Patiala city is chosen for my survey.

CONTACT METHOD:-
In this decision is taken that how the object should be contacted i.e. whether
by mail questionnaire, telephone, interviews. In our research personal interview is the most
convenient and reliable method

COLLECTION OF THE INFORMATION:-

The data collection phase of the marketing research is the most expensive and most error
prone process. There can be error as some respondent can give biased or dishonest answer for
the collection of the information. The researchers personally go to customers to collect the
reliable data. Here all knowledge of the researcher about that field comes to test the ingenuity
of the research.

34
 CHAPTER- VIII

DATA ANALYSIS

35
Q.1. Are you the user of milkfood products?

Yes 84%
No 16%

It is clear from the above chart that out of 50 housewives 42 of them are aware of the
milkfood products i.e. 84% of housewives are aware of milkfood products. Whereas, 16% of
the housewives are not aware of the milkfood products. So, we can say that major share of
housewives are using milkfood products.

36
Q.2. Which product of milkfood you use more?

a) Pure ghee

b) Skimmed milk powder

c) Whole milk powder

d) Dairy creamer

e) Dairy whitener

2.40% 2.40% 2.40% pure ghee

4.70%
skimmed milk powder

9.50% whole milk powder

47.60% dairycreamer
4.70%

4.70% dairywhitener

11.90%
pure ghee & skimmed milk
powder
9.50%
pure ghee & whole milk
powder

In my next question I have studied that which product of milkfood is used more by
housewives. The above pie chart shows that pure ghee of of milkfood ltd is more used by
housewives i.e. 47.60%. whereas, products like dairy creamer and dairy whitener are being
used very less by housewives. i.e. only 2.40%.

37
Q.3. How often you use milkfood product?

Pure ghee Skimmed Whole milk Dairy Dairy

milk powder creamer whitener
powder
a) Daily 80% _ _ _ _

b) weekly 20% 75% 80% _ 100%

c) Monthly _ 25% 20% 100% _

In this question I have observed that pure ghee is being used by housewives on daily and
weekly basis. None of other product is used on daily basis. So, we can say that pure ghee is
the most used product of milkfood.

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Q.4. How do you come to know about the milkfood products?
a) Newspapers
b) Radio
c) Television
d) Store display
e) Others

14.20% 13.80%
4.60%
Newspapers
Radio
television
18.60%
store display
others
48.80%

This question talks about that how people come to know about milkfood products. Most of
the housewives came to know about the milkfood products from store display. 14.20%
housewives are being recommended by their relatives and friends. 18.60% of housewives
came to know from television ads.

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Q.5. From where do you conveniently avail the milkfood products?
a) Grocery stores
b) Discount store

c) Department stores

d) Others

2.30% 0
4.70% grocerystores

discount stores
0% 9.50% 19.04%

department stores

other
16.60%
grocerystores& department
stores
47.60% grocerystores& discount
stores
grocerystores, discount stores
& epartment stores

This question shows that from where milkfood products are conveniently available. 47.60%
housewives feel that milkfood products are conveniently available from department stores.
19.04% housewives say that they get avail milkfood food from grocery stores. And others
have different opinion among different options. This data also shows that major supply of
milkfood products is in department stores.

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Q.6. Overall how satisfied you are with the quality of milkfood products?
a) Not satisfied

b) Satisfied

c) Highly satisfied

14.20%

Not satisfied
47.60%
Satisfied
Highly saisfied
38.09%

Out of 50 housewives 47.06% housewives are highly satisfied from the quality of milkfood
products, 38.09% of housewives just satisfied from the quality of milkfood products and
14.20% of housewives are not at all satisfied from the quality of milkfood products.

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Q.7. Cost of milkfood products is:
a) Very high

b Moderate

c) Low

14.20%
23.80%

Veryhigh
Moderate
Low

61.90%

61.90% housewives feel that cost of milkfood products is moderate, means it is affordable.
23.80% housewives finds the cost less and 14.20% of them finds milkfood products very
costly.

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Q.8. Would you use milkfood products in future?
a) Definitely

b) Probably

c) Not sure

7.10%

Definitely
35.70% Probably

57.10% Not sure

57.10% housewives are sure about their usage of milkfood products in future. 35.70% are
confused and 7.10% of housewives are sure that they will not use milkfood products in
future.

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Q.9. Would you recommend milkfood product to others?
a) Definitely

b) Probably

c) Not sure

9.50%

Definitely
Probably
52.30%
38.09% Not sure

52.30% housewives would like to recommend milkfood products to their friends and
relatives. So, we can say that major percentage of housewives are satisfied with the quality
and cost of milkfood product and they also want to recommend it to others.

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 CHAPTER IX

FINDINGS AND CONCLUSION

45
 FINDINGS AND CONCLUSION

The project customer satisfaction with special reference to MILKFOOD LTD. In Patiala has
been undertaken during the training period gave an opportunity to study the system in detail
and have an insight into the organization marketing. The organization has a very well thought
out organizational structure, streamlined procedure and well motivated workforce.

The objectives are very clear and unambiguous. The motivation levels are high and everyone
seemed to be highly satisfied with marketing strategies as well as the attitude of management.

As we know that MILKFOOD is the biggest organization and market leader in dairy
products. It has maximum market share in pure ghee. With the help of research company can
find out its week points in dairy product in increase its market share through rectify mistakes.
People have believed in MILKFOOD products and they will accept it.

The survey resulted into following conclusions:

1. Milkfood comes up with the improved promotional techniques so that people become
aware about milkfood products.

2. Quality is dominating aspect which influences consumer to purchase MILKFOOD

products, but prompt availability of other brands and aggressive promotional activities by
others influences the consumers towards them and also leads to increase sale.

46
3. In comparison to MILKFOOD, the other players such as VERKA, AMUL and MOTHER
DAIRY etc. provide equal better availability and give competition to the hilt.

4. People are mostly satisfied with the quality of MILKFOOD products, but for the existence
in the national market MILKFOOD must use aggressive selling techniques.

CHAPTER X

SUGGESTIONS AND

RECOMMENDATIONS

47
 SUGGESTIONS AND RECOMMENDATIONS

1. On careful observation of MILKFOOD during the training period I have following

suggestions for MILKFOOD which on proper implementation may provide boost to it.
2. All information regarding MILKFOOD and its products should be available on internet.
3. Increase in advertisement and publicity.
4. Motivation program for booth owners.
5. Glow sign boards should be provided to booth owners.
6. New technology should be adopted from national and international companies in the field.
7. Quality should be improved more.

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CHAPTER XI

LIMITATIONS

49
LIMITATIONS OF STUDY ARE:

1. Few consumers were reluctant to give their personal details.

2. Many of the customers didn’t responded to the questionnaire.
3. Questionnaire allows little flexibility to the respondent with respect to response format.

50
BIBLIOGRAPHY:-

 www.milkfoodltd.com
 www.goliath.ecnext.com
 www.kmggroup.com/Milk%20Food/index.htm
 http://www.indiainfoline.com/Markets/Company/Fundamentals/Quarterly-
Results/Milkfood-Ltd/507621
 www.samplequestionnaire.com

51
ANNEXURE

52
1. Are you the user of milkfood products?

a) Yes

b) No

2. Which product of milkfood you use more?

a) Pure Ghee

b) Skimmed Milk Powder

c) Whole Milk Powder

d) Dairy Creamer

e) Dairy Whitener

3. How often you use milkfood product?

a) Daily

b) Weekly

c) Monthly

4. How do you come to know about the milkfood products?

53
 a) Newspapers

b) Radio

c) Television

d) Store Display

e) If Other (please specify)

5. Where do you conveniently get avail the milkfood products?

a) Grocery Stores

b) Discount Stores

c) Department stores

d) If other (please specify)

6. Overall how much satisfied you are with the quality of milkfood products?

a) Not satisfied

b) Satisfied

c) Highly satisfied

7. Cost of milkfood products is:

a) Very high

b) Moderate

c) Low

8. Would you use milkfood products in future?

54
 a) Definitely

b) Probably

c) Not sure

9. Would you recommend milkfood product to others?

a) Definitely

b) Probably

c) Not sure

Name_____________
Age______________

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