Prefac e

As MBA (Master of Business Administration) students our aim should not be only to learn theoretical concepts in the classroom, but it becomes more important as how we apply those concepts in practices.

The Professional training is the internal part of a MBA Program and as a part of my MBA program at C.K.Shah Vijapurwala Institute of Management. I was required to undertake a detailed study of the activities of Baroda Dairy as a “Consumer Satisfaction” of Baroda Dairy products. It helped me to apply theoretical knowledge into practical experience, working with all kinds of perishable commodities.

Looking at Baroda Dairy it has one of the modern plants with latest equipment and the best personnel.

Having milk as a major product, it has various by-products, which also has a bigger share in the total production. People have total faith in Baroda Dairy products and it has highest quality control norms, duly certified with ISO 9001-2000. Baroda Dairy’s products have become most popular and preferred by people.

To be a student of MBA is a matter of pride because we are in a field, which helps us to develop from a normal human being into a disciplined and dedicated professional. One has to be a good learner to sharper knowledge in the particular field to achieve and attain the desired goals and heights. Along with general training, I have conducted a research to gain an understanding about the Consumer Satisfaction of Baroda dairy’s milk products.

To find the Consumer Satisfaction of the Baroda Dairy’s milk products, I used research questionnaires as the research and data collection tools. The responses were collected from 150 respondents in a region of Vadodara. I had learned lot during my summer training at Baroda dairy, and I hope this will be helpful and useful to both Baroda Dairy and me also in future.

ACKNOWLEDGEMENT

I have been able to prepare my report successfully and I acknowledge a special thanks to all those people without whose support it was impossible for me to make the project report. It has been an enriching experience for me to undergo my summer training at “Baroda Dairy” which would have not been possible without the goodwill and support of the people around. I would hereby take this opportunity to show my gratitude towards all my mentors for what I have learnt during my training. A good response, feedback and co-operation given by whole staff helped me in gaining knowledge and solving my queries. I convey my sincere thanks to all the officials of Baroda Dairy. I would like to thank to Mr. RavindraMathur (Managing Director)for giving me this opportunity to work at Baroda Dairy. I am also thankful to Mr. V.C.Patel Marketing Manager, I am also thankful to Mr. A. P. Jagani Officer Marketing Department and also to Mr. Alok Desai (Training Officer) for guiding me and supporting me in giving complete and comprehensive data required for my project work. Finally I am thankful to all Baroda Dairy’s Family. I would like to thanks our honorable Director Dr.Rajesh Khajuria who provided me the permission for the Industrial Training. I would also like to thank Prof. Prakash Patel for guiding me and other faculty members and staff of the institute who co-cordially helped me about morally and provided me all the academic and other information required for this industrial training.

EXECUTIVE SUMMARY

The report consists of the details on Baroda District Co-Operative Milk Producers Union Ltd. It is a Co-Operative society. The main aim of it is the welfare of the society by providing quality milk to its consumers at an affordable price.

It has various functional departments such as the Production, Human Resource, Finance, Marketing, Purchase and Stores, Quality Assurance, Dispatch and Logistics. A detail study of all

these departments have been made so as to get a clear view of the working of each of them

It has various functional departments such as the Production, Human Resource, Finance, Marketing, Purchase and Stores, Quality Assurance, Dispatch and Logistics. A detail study of all these departments have been made so as to get a clear view of the working of each of them.

In addition to it a market research on the ‘Consumer Satisfaction of Baroda Dairy’s products’ has been done in Baroda city. This survey is useful for the company to know the status of Consumer Satisfaction among consumers towards the products of Baroda Dairy in Baroda city. This will enable the company to take appropriate decision as needed to increase as well as to retain its customers in the market.

The survey has been analyzed by presenting it in the form of graphs and tables and based on it the interpretations have been made for the same. The results and findings have also been made for the organization to help management in their decision. Lastly, the recommendations have also been made for the organization.

PART-1 General Information

The Baroda District Co-Operative Milk Producer’s Union Ltd .

Baroda Dairy is a prestigious popular Co-Operative organization of farmers of Vadodara District, providing good quality milk to the people of Sayaji Nagari since Last 52 Years. Baroda Dairy is a one of the leading dairies in INDIA having turnover of RS.4000 Million (2009-2010) and has a 1300 member milk cooperative societies (2009-2010), 800 Milk centers for distribution and sales of Milk, 500 Retailers for sales of milk

Products and 1300 dedicated employees. The mission is to help farmers of the district to grow & improve life style of rural people.

Introduction:

Baroda District lies in the centre of Gujarat, a state of Western India, well-known for co-operative dairying. Baroda District Co-operative union. The company is engaged in the production milk, flavored milk, butter and ghee, butter milk. The company also produces a wide variety of ice-cream, shrikhand, and many sweets through Sugam unit, a subsidiary of Baroda Dairy.

The plant is situated in Makarpura area, in the center of the city. The plants of Baroda dairy are fully equipped with latest technology and modern facilities. Baroda dairy always work for welfare of society.

BACKGROUND OF BARODA DAIRY

Baroda Dairy was established on 24th Dcember, 1957 in Baroda. Baroda Dairy is well know and reputed name in Baroda of their product Baroda Dairy’s product also go in abroad.

In 1957 Baroda Dairy stated only by 150 members’ .It called Baroda District Co. Operative Milk Producer Union. Baroda Dairy is such a useful of Baroda city because of all the product of milk and other product all are produce very well.

With a view to relieve the milk producer from the exploitation by the private vendors and to give a remunerative prose for their milk and to supply good quality of milk to the citizen of Baroda City.

The milk Union Baroda Dairy got guidance and help in all respect from the neighboring milk union of “AMUL” especially from the founder Chairman of “AMUL” Shri T.K.PATEL and then the General manager Dr.V.KRUIEN who supported and guider the Baroda Milk Union has strong leadership of Shri Maganbhai Patel, Chairman and Shri Jashvati Shah Deputy Minister in the then state of Bombay under their dynamic leadership the foundation stone of this union was laid.

The foundation store of 50000 1PD Dairy plant was laid on 24th August, 1962 Shir T.K.Patel. In the year 1968-64 milk distribution through 21 distribution centers was started in the organized.

In the year 1964-65 the union started its milk procurements from 120 milk Co- Operative societies. The Dairy plant commissioned on 25th April, 1961 was ingureted by Shri Mrarjibhai Desai the Finance Minister, Government of India under the Milk distribution system.

In 2004, Baroda Dairy also started women Awareness program. In this program they take feed back of the women and by this way they give more satisfaction to the customer.

FORM OF ORGANISATION:

The Baroda dairy is registered as the Co-operative undertaking therefore the rules & regulations of the dairy is done

with accordance of the co-operative sector. The main objective of the organization is not to earn profit but to provide specific facilities to the society. Therefore the dairy is an operating link between the loose vendor and the last customer. Baroda Dairies main claim if not making profit but to give maximum services to its customers.

MISSION

Baroda Dairy is a Co-operative society and it is not just a profit making unit but to serve the better worth to society.

The main mission of the Baroda dairy is to assure and safeguard the interest of the both nominal consumer of milk in city area and supplier of rural areas. And for this the Baroda Dairy deals according to provide best Quality product at reasonable price to their customers

CURRENT EXPANSIONS

The dairy has started manufacturing bottled mineral water. Water from the river Narmada will be used for manufacturing mineral water, which will be marketed in bottles and pouches. A 12 km’s pipeline has been laid to pump water from the Narmada. The dairy has already got 90% subsidy from the Central for the project. The project name is “NARMADA NEER”.

Baroda Dairy Has Six Different Units

1. Baroda Dairy – Baroda

2. Sugam Unit – Baroda

3. Cattle Feed Factory – Itola

4. Milk Chilling Center – Bodeli

5. Veterinary Sub Unit – Savli

6. Veterinary Sub Unit – Dabhoi

It has 1093 different co-operative sector

It follows Co-operative Act 1961

Dairy conducts meeting every month

BANKERS OF BARODA DAIRY

1. The Baroda Central Co-operative Bank Ltd.

2. The UCO Bank, Baroda

3. Bank of Baroda, Baroda

4. Punjab and Sindh Bank, Baroda

5. Bank of India

MILESTONE SINCE INCEPTION:

1 24-12-1957 Establishment of Baroda dairy 2 1962 Stone laid Of Baroda Dairy 3 1965 Inauguration of plant

4 1967 Starting of veterinary Services 5 1970 Selling of milk in glass bottle 6 1973 Starting of milk vending bottle 7 1978 Establishment of cattle feed factory 8 1979 Selling of in pouch packing 9 1979 Starting of A-1 Services 10 1981 Establishment of Sugam unit 11 1981 Establishment Bodeli chilling center 12 1988 Milk selling through full time center 13 1989 Milk products launch in international

market 14 1992 Handover Sugam unit to Baroda dairy 15 1994 Honored with Jamnalal Bajaj Business

award for fair business practices 16 2000 Conferred National Productivity award 17 2000 ISO 9001-2000 & HACCP Certificates 18 2003 Inauguration of bypass protein cattle feed

plant. 19 2003 ISO 100 certification for environment

standard 20 2003 Marketing through franchise partner 21 2007 Installation Bulk chilling unit at DCS 22 2009 Establishment of pouch

PRESENT PRODUCT MIX:-

Baroda Dairy is a unique place processing several products from the basic raw-material i.e. Milk. These products are as under and are immensely popular in and around city of Baroda.

Milk

1. Amul Gold

2. Amul Shakti

3. Amul Slilm& Trim

4. Amul Cow’s Milk

Butter Milk

1. Goras

2. JeeraChas

Flavoured Milk

1. Elaichi

2. Kesar

3. Mango

Butter

1. Table Butter

2. White Butter

Ghee

1. Surbhi

2. Amul

Rajwadi Kadhi

Cheese

Masti Dahi

COMPANY PROFILE:

UNIT NAME:

Baroda District Co-operative Milk Producers Union Ltd.

FORM OF ORGANIZATION

Co-operative Sector

YEAR OF ESTABLISHMENT

24TH December, 1957

REGISTERED OFFICE

Baroda District Co-operative Milk Producers Union Ltd.Baroda Dairy,OPP.O.N.G.C Regional Office, Makarpura Road, Baroda-

390009 E-Mail:dairy@barodaunion.coop

Website:www.barodadairy.comPhone: (0265) 2641066

SIZE OF THE UNIT:

Large Scale Industry

REGISTERED OFFICE NO:

Rg.No.D 4/57

TOTAL UNITS:

1. Baroda Dairy-Baroda2. Sugam Unit-Baroda3. Cattle Feed Category-Itola4. Milk Chilling Centre-Bodeli5. Veterinary Sub Unit- Savali6. Veterinary Sub Unit-Dabhoi

EVALUATION OF CUSTOMER SATISFACTION LEVEL FOR BARODA DAIRY PRODUCTS

INTRODUCTION:-

Consumer Satisfaction provides the basis for the marketing concept and has been shown to be a good predictor of future purchase behavior. As a reflection of its importance, consumer satisfaction is a popular topic in the marketing literature.

Consumer Satisfaction, in marketing, consists of a consumer's commitment to repurchase or otherwise continue using the product and can be demonstrated by repeated buying of a product or service or other positive behaviors such as word of mouth advocacy.

Consumer Satisfaction of current clients is a critical asset that must be managed carefully. This Satisfaction is a major barrier to competition. Countless new business has succeeded because companies neglected existing customers. ...

Strength of preference for one satisfaction compared to other similar available options. This is often measured in terms of repeat purchase behavior, or in terms of price sensitivity.

From mother dairy

Background of the study

CONSUMER SATISFACTION

Every human being is a consumer of different produces. If there is no consumer, there is no business. Therefore, consumer satisfaction is very important to every business person.

According to Philip Kotler consumer satisfaction is defined on, “personal feeling of pleasure resulting from comparing a product’s pursued performance in relation to his/her expectations”.

Consumer attitude measurements are taken on either potential buries or existing client’s buries in order to identify their characteristics. Why should the competent market engineer conduct consumer research? Consumer surveys provide the health of information, valuable of the marketing function.

Detailed information regarding the customer in a market will provide the basic platform for marketing decisions. Marketing decision maker needs descriptive information about the total potential unit and dollars sales in each segment. Perhaps the most important one is that a seller needs to be aware of the relevant objective and need of consumer and their objectives must be best served by the products.

Importance Of Consumer Satisfaction

The needs to satisfy customer for success in any commercial enterprise is very obvious. The income of all commercial enterprise is derived from the payments received for the products and services supplied to its customers. If there is no customer there is no income and no business. It is therefore no surprise that Peter Drucker the renowned management Guru, has said “to satisfy the customers is the mission and purpose of every business”.

Satisfaction of customer is essential for retention of customer’s and for continuous sales of the products and services of the company to customers. This establishes the needs for and the importance of consumer satisfaction. The satisfaction of consumers is different from one to another. Became, each consumer has the different behavior in their life. So, the marketer satisfies the consumer, he must very well known the behavior of consumer.

CUSTOMER SATISFACTION MODEL? DESCRIPTION

The customer satisfaction model from N. Kano is a quality management and marketing technique that can be used for measuring client happiness.

Kano’s model of customer satisfaction distinguishes six categories of quality attributes, from which the first three actually influence customer satisfaction:

1. Basic Factors. (Dissatisfies. Must have .) – The minimum requirements which will cause dissatisfaction if they are not fulfilled, but do not cause customer satisfaction if they are fulfilled ( or are exceeded). The customer regards these as prerequisites and takes these for granted. Basic factors establish a market entry ‘threshold’.

2. Excitement Factors. (Satisfiers. Attractive.) – The factors that increase customer satisfaction if delivered but do not cause dissatisfaction if they are not delivered. These factors surprise the customer and generate ‘delight’. Using these factors, a company can really distinguish itself from its competitors in a positive way.

3. Performance Factors: The factors that cause satisfaction if the performance is high, and they cause dissatisfaction if the performance is low. Here, the attribute performance overall satisfaction is linear and symmetric. Typically these factors are directly connected t customers’ explicit needs and desires and a company should try to be competitive here.

The additional three attributes which Kano mentions are:

4. Indifferent attributes. The customer does not care about this feature.

5. Questionable attributes. It is unclear whether this attribute is expected by the customer.

6. Reverse attributes. The reverse of this product feature as expected by the customer.

LITRATURE REVIEW

SMITH MARSHAL (2000): Customer satisfaction measures the cutomer perceptions’s of all the company delever on the critical success factors and dimensions of the business. These usually include factors like services promptness, staff reponsiveness, and understanding the customer’s problem.

ADRIAN THOMPSON (2002) that consumers feel valued wanted.

1. Encourage face to face dealings.

2. Respond to messages promptly and keep your customers informed.

MILSON(2003) found that several authors maintain that it is nothing short of folly to teach rules and marketing staffs the feer points of quality control in the manufacturing process , forgetting that these people have the most direct contant with the companies’ customers.

A SARINGAPANI (2006): It is a proven fact that cost of retaining customer is much lower than acquiring a once and CRM helps the industry not only building relationship but also financial returns.

SREEKUMAR P (2007): Customer attitude and customer perceived value can be improved by managing customer interactions under their respective of CEM.

The focus should shift from operation and service- based CRM to total CEM by analyzing the multipoint customer interactions and understanding that customer satisfaction needs a holistic approach covering all possible contanct points through which customer experience is delivered.

Customers’ satisfaction has been conceptualized in several ways. It consists of expectation, performance interaction,

pleasure/displeasure, and the evolution of the benefits of consumption. “Satisfaction is a person’s feelings of pleasure of disappointment resulting from comparing a product’s perceived performance in relation to his or her expectations”. Customer Satisfaction was reviewed as either as an outcome or a process. It is a cornerstone of every business (Philip Kotler)

I have conducted research study to evaluation of customers’ satisfaction level of Vadodara city research conducted with the help of Baroda dairy, during the summer training (2011), in addition to it a survey on the measurement of consumer satisfaction level at Baroda dairy has been done in Baroda city. This survey is useful for the company to know that to what extent the retailer’s are satisfied towards the milk that they area provided. This will enable the company to take appropriate action as needed to increase as well as to retain its retailers in the market. The survey has been analyzed (Based on report given by marketing department of Baroda Dairy).

Background of the Study

Many multinational companies have been endeavoring for their existence in milk business due to liberalized world market

arrangements. Our union has started sales of liquid milk under “AMUL” brand which has highest sales of milk and milk products in Asia. This has maintained national and international standard for quality and consumers affinity. These high standard milk and milk products manufactured economically using modern technology, are made available timely to consumers.s

We have presented our different products of dairy Milk, Butter Milk, Butter, Ghee, Rajwadikadhi, and Sweetlassi in local market which has been accepted by our consumers. Baroda Dairy has increased their sale due to good quality of our products and customer centric attitude, and as well dairy has try to satisfied their consumer

The customers who join us with accreditation should get information about our quality products, for that we welcome consumers’ awareness and preference of products. By that we can come to know about the satisfaction level of consumer.

It is important consumer should get milk and milk products at one place timely and easily. For that union has started many new parlors during the year. So the consumer can get the products easily communicate and consumer can get satisfy.

The consumer using the product is a part of out business, so we shall endeavor to strengthen our market system. This will be fruitful for our business development. And hence a survey to know the “Availability” fo Baroda Dairy’s milk has been undertaken.