INTRODUCTION TO TOPIC 1.

1 INTRODUCTION:
During the last decade, increasing attention has been given to relationship marketing as a way to enhance cooperation between a selling company to better meet competition and exceed their competitors, and hence relationship marketing become an important determinate of success in the increasingly competitive business world of today. The study shows that building and handling consumer behaviour in crucial for a companys survival in the highly competitive business-to - business environment. The study also indicates that when a company has few and large customers, CRM is to a great extent handled through personal contacts and interactions between the supplier- company and the OEMs as opposed to handled through computer-based CRM-programs. Furthermore, the measurement/evolution of CRM seems to take place in the minds of the people involved in a sale, rather than through statistical measurements.

BACKGROUND:
The marketing concept as expressed by Drucker (1954) is that purpose of a firm is to create and serve customers. This philosophy of doing business has three major components: 1) All company acclivities should be based on the recognition of a need. 2) A customer orientation should be integrated throughout the entire company and 3) customer satisfaction should be viewed as the means toward long-run profitability goals. The concept of and in particular the view of marketing seems to have been constantly developed to match the time in which it has been used. Kotler (1999) describes the old marketing, or as he calls it: the Neanderthal marketing, as combination of the following practices: Equating marketing with selling Emphasizing customer acquisition rather than customer care

Trying to make a profit on each transaction rather than trying to by managing customer lifetime value.

profit

Pricing based on marking up cost rather than target pricing. Planning each communication tool separately rather than integrating marketing communication tools.

Selling the product rather than trying to understand and meet the customers real needs.

According to Morris, Pitt and Honeycutt (2001) this view of marketing (as selling) changed by the end of 1990, when marketing instead become equivalent with a set of value creating activities. The authors further describe marketing of today as much more complicated: Organization must make fundamental decisions regarding how to approach different market segments and individual customers. The conventional wisdom is that the marketer is no longer interested in making a sale or achieving a transaction, but instead must focus on relationship marketing Morris further claims this orientation to be of special importance when dealing with industrial customers, since the goods and services bought by them have an impact on the performance of day-to-day business operations, and thus the viability of the company.

BENEFITS OF CRM
Sales: Higher absolute sales volume Sales continuity Sales growth Higher levels of profit margins

Product / service development

Ideas for new products Ideas for improvement of existing products

Market Access: Broadened market access. Leads to new customers Good references from existing customers Existing customers bring the suppliers and new customers together

Helfert and Vith claim that the reason why companies establish relationships with external partners such as customers is to achieve goals they could otherwise not achieve or at least not achieve as efficiently. The authors present three different sets of benefits or outputs that ideally emerge for a supplier from a relationship with a customer: sales, product/ service development and the access to new markets.

EVALUATION/ MEASUREMENT OF CONSUMER BEHAVIOUR:

Jain, Jain and Dhar (2003) claim that popular measures of CRM often used by practitioners are: sales, profits, market share, new customers, customer turnover or defection rate, cost reduction, service time and customer complaints. Data on these factors can be collected from sales reports, balance sheets or field visits. Jain, Jain and Dhars study examines how the behavioral dimensions of the customer-supplier relationships can be used to evaluate the effectiveness of the suppliers CRM-effort. The authors identify ten factors or behavioral dimensions: Attitude to serve: Refers to the great importance of the employees of the selling company. The employees must have an attitude that signals that they exist for their customer.

Understanding expectations: Delivering the products and services that meet or exceed customer expectations is the key to winning customers. It places greater emphasis on understanding needs or expectations and tracking the changing preferences and evolving needs. Quality perceptions: Customers perceptions about the selling organizations effects to deliver quality. Reliability: Winning the customers confidence is vital for the selling organization. The ability of the sellers representatives to establish a relationship of trust and faith greatly influences perceived quality. Communication: The desire to the understood better and informed well is commonly observed among customer. The sellers representatives are expected to communicate effectively with customers. The content, style and timing of communication need to be managed carefully to avoid over-promising or under-promising to the customers. Customization: Organizations are expected to deliver a product or service in

response to a particular customers need. Recognition: Showing respect to the customers to make them feel important is an important element in relationship building. Keeping promises: Organizational commitment has been reported as a major

influence on the continuity of relationships with customers. Satisfaction audit: Obtaining feedback from customers and regularly measure

customer satisfaction is an essential step for successful CRM-implement.

1.2 INDUSTRY PROFILE

INDIA: WORLDS LARGEST MILK PRODUCER: India has become the worlds No.1 milk producing country, with output in 1999-2000 (marketing year ending March 2000) forecasted at 78 million tones. United States, where the milk production is anticipated to grow only marginally at 71 million tones, occupied the top slot till 1997, Indias milk production was on par with the U.S at 71 million tones. The world milk production in 1998 at 557 million tones would continue the steady progress in recent years. Furthermore, the annual rate of growth in milk production in India is between 5-6 percent, against the world at 1 per cent. The steep rise in the growth pattern has been attributed to a sustained expansion in domestic demand, although per capita consumption is modest at 70 kg of milk equivalent.

ANNUAL MILK PRODUCTION HAS TREBLED: Indias annual milk production has more than trebled in the last 30 years, rising from 21 million tones in 1968 to an anticipated 80 million tones in 2001, This rapid growth and modernization is largely credited to the contribution of dairy cooperatives, under the Operation Flood (OF) Project, assisted by many multi-lateral agencies, including the European Union, the World Bank, FAO and WFP (World Food Program). In the Indian context of poverty and malnutrition, milk has a special role to play for its many nutritional advantages as well as providing supplementary income to some 70 million farmers in over 500,000 remote villages. Nowadays, milk is no longer the choice drink of geeks in the lunchroom. Milk is everyones choice drink. The rational concept features information on protein, calcium and vitamins. India with a production of 114.4 million MT of milk is the largest producer of the world.

WORLDS TOP MILK PRODUCERS:

COUNTRIES India Denmark United states Russian federation Brazil Ukraine Poland New Zealand Australia EC World (includes others)

2009 114.4 111 93 82 62 24 22 16 10 125 659.4

2008 110 101 94 61 41 25 22 14 9 125 602

2007 98 80 66 60 39 26 19 17 9 125 539

SOURCE: INTERNATIONAL DAIRY ASSOCIATION 2009

Milk and milk product play a vital role in the countrys agricultural economy, being the largest contributor to the gross agricultural produce. In 1984-85, the value of milk and its products exceeded Rs 10000 million, ranking after rice but before wheat. Milk provides both nutrition and supplementary income to their weaker sections. Increasing prices of raw materials demand for dairy products in emerging markets also increases. Milk and dairy products have a high level of consumer penetration, with most households buying across all the major categories. Despite the established nature of many products, some sectors continue to grow-both the cheese and yogurt sectors have gained new consumers since 2002.

The dairy sector in India has shown remarkable development in the past decade and India has now become one of the largest producers of milk and value added milk products in the world. India with a production of 114.4 million MT of milk is the largest producer of the world. Indias largest food brand Amul is now among top 25 milk brands of the world. The International Farm Comparison Network(IFCN), a global diary research network has ranked Amul 21st in the list of top dairy companies. Amul is the biggest brand in the pouched milk sector in the world and in India it is the biggest food brand. Amuls range of products includes milk, ghee, milk powders, curd, ice cream, paneer, cream, chocolate, cheese, butter and shrikhand. The various brands of Amuls milk drinks are sold under various names such as Amul kool Caf, Kool Koko, Amul Kool chocolate milk, and Amul Masti spiced Buttermilk. Amuls milk collection stood at 3.1 million metric tones(MMT) in 2008 the co-operative giants ranking goes up. With 2.7 MMT worth milk procurement, Amul enjoys 0.4 market share in world market. Amul exports its products to various countries such as USA, Australia, Maurities, China, Hong Kong, Singapore, UAE, and Bangladesh. The sales turnover of the Brand amul amounted to Rs.29225 million in 2004-2005, in 2005-2006 the figure stood at Rs.37736 million, and in 2006-2007 the figure increased to Rs. 42778 million. Indian Dairy Association (IDA) Established in 1948, Indian dairy association (IDA) is the body of the dairy industry in India. The members are from the cooperatives, MNCs, corporate units, private institutions, government and public sector units. IDA functions very closely with the dairy producers, professionals & planners, scientists & educationists, institutions and organizations associated with the development of dairying in India. Nestle India limited: a subsidiary of Nestle: was founded by Henri Nestle in Switzerland in the year 1867. The company was established in India in 1961. In an
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effort to upgrade the existing standards of the Indian milk industry at that period. The first production unit was launched in Punjab.

Performance of Nestle India: Nestle Indias popularity is variable in its financial figures published for the second quarter starting from April and ending in June 2008. The net profit for this quarter records a growth of 18.1%, amounting to Rs.95.7 croses, and the net sales figure marks a rise of 23.2%: whereas the exports delineate improvement by 15.6%, which is calculated as Rs.82croses. the net domestic sales have also grown at a very fast pace to Rs. 756.9 croses, showin a jumbb of approximately 24% when compared with the financial figures of the same period, that is , from April to June in the previous year. The milk and dairy products market in the UK was valued at L7.17 bn in 2008, having grown by 12.5% over the review period (2004 to 2008). The market is broadly divide into the following sectors: liquid milk, cheese, yogurts and chilled desserts (including drinking yogurts), yellow fats (butter, margarine and other spreads) and cream.

China is Worlds fastest growing dairy market: China is committed to increase the nutritional level of its people and looks to milk and dairy products as one of the major food sources. China is committing resources to expand its dairy farm sector and milk production, but demand is currently out stripping domestic production. Fonterra of New Zealand considers china as a major growth market not only for dairy exports but investments in china and partnerships with dairy and food companies in china. Whole milk and skim milk powders as well as milk proteins are important dairy products in China. U.S. dairy cooperatives and other dairy companies are major products of these products at competitive world prices. China is already the third largest world market for U.S. dairy products behind mexico and Canada. Global scenario: major players
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Currently, the global milk production is around 650 million tonnes. The major milk producing countries are India, United States, Russian Federation, Pakistan, Brazil, Ukranie, Poland, New Zealand, and Australia. International trade represents about 7 percent of global milk production. The major milk products exported are skim milk, powder whole powder, butter/butter oil, cheddar cheese, acid casein etc. the whole milk powder is around 12 million tonnes per annum, followed by 11.5million tonnes of cheese and 8 million tonnes of butter/anhydrous milk fat. Dairy industry profile 2008 Human population 1953 million (70 million dairy farmers) Milk production Average annual growth rate (2000 2004) Per capita milk availability Milch animals 414 gm/day or 138 kg/year 104 million cows: 59 million buffaloes. 174.3 million tonnes 5.6%

WORLDS TOP DAIRY COMPANIES S.NO 1. 2. 3. 4. COMPANY Nestle Danone Alkalis Friesland & campina Dairy farmers of America Dean foods Fonterra Aral foods Kraft foods Unilever Parmalat Bongrain Saputo Land olakes Meiji dairies Morinaga milk industry Schreiber foods Nordmilch Dairy crest Muller USA Germany UK Germany 2.4 2.3 2.3 2.2 USA New Zealand Denmark/ Sweden USA New Zealand / UK Italy France Canada USA Japan Japan 7.6 7.6 6.4 4.7 4.4 3.5 3.4 3.3 3.1 3.0 2.8 USA 8.1 COUNTRY Switzerland france France New Zealand 16.9 10.2 9.6 8.8 MARKET SHARE

5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20.

SOURCE: RABOBANK INTERNATIONAL 2008.

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The dairy sector in India has shown remarkable development in the past decade and India has now become one of the largest producers of milk and value added milk products in the world. The dairy sector has developed through cooperatives in many parts of the state. At present the state have 60 milk processing plants with an aggregate processing capacity of 5.8 million liters per day. In addition to these processing plants, 123 Government and 33 co-operatives milk chilling centers operate in the state. The list of Dairy industry milk co-operatives in India state wise. Madhya Pradesh milk co operatives Maharashtra milk co operatives Nagaland milk co operatives Orissa milk co operatives Pondicherry milk co operatives Punjab milk co operatives Rajasthan milk co operatives Sikkim milk co operatives Tamil Nadu co operatives Tripura milk co operatives Uttaranchal milk co operatives Uttra Pradesh milk co operatives West Bengal milk co operatives Delhi milk co operatives.

MILK BRANDS AND PRODUCTS IN INDIA The widest spectrum of milk products in India, under the brand name Vijay, Amul, Arokya, Nutra, Komatha, Aravind, Vidya, Mahann ec. These include ghee,

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butter, processed chaddar cheese and cheese spread, UHT milk, flavoured milk (meri milk) slim milk in tera packs, sterilized cream, skim milk powder, dairy whitener, cooking butter and ice cream. An interest in the quality of food has also to a grater emphasis on provenance, where products are from and how they are made. In addition, consumers have shown a willingness to buy products that have covered fewer food miles and to support local businesses. Regional milks and cheeses have experienced greater demand on the back of such trends. Organic dairy products have also been driving sales, as consumers have increasingly sought more naturally produced ranges. The dairy market is dominated by a handful of processors and vertically intergraded dairy co-operatives. Companies have been active with joint ventures, as well as buying out specific interests and consolidating business. Increasing prices of raw materials, demand for dairy products in emerging markets and the drive for health and wellness, are putting pressure on dairy manufactures to develop innovative but cost effective products. Key growth strategies for many of the top companies include strengthening brand portfolios and expansion in growth markets such china and India. Within the milk and dairy market, there remains considerable scope for further product development.

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1.3 COMPANY PROFILE ABOUT THE COMPANY

Under the five-year plan of the state government a number of pasteurization plants were set up in the cooperative sector in manjor towns. under the tutelage of late shre.giriappa gowader. One among the cooperative sector is the ootacamund cooperative milk supply society (OCMSS)

HISTORY
On July 14,1946 ootacamund co-operative milk supply society (OCNSS) under the tutelage of late Shri. Giriappa Gowder was registered. The OCMSS then had a membership of 355 members with the share capital of Rs. 10,277/During mid 1940s milk was collected from its members residing in and around ooty and then was supplied to customers. The OCMSS then expanded its area into 20 villages during 1960. Between 1962 1964 the pasteurization plant with the capacity of 10,000 liters per day was installed. Later in mid 1970s the OCMSS accumulated assets worth 35 lakes. Dairy stalwarts like late Dr.N. Bbasuviah and late shre. Pooviah have lent their able support during this period.

DAIRY COMPLEX
The new dairy complex has one of the finest cheeses manufacturing facilities in this country. Infrastructure assistance for establishing cheese plant was availed from national dairy development program funds.

OPERATIONAL FLOOD
The operational flood program was instrumental for the rapid progress of this dairy during 1980s at present there are 113 functional societies with 40,691 milk producers, who have made a rapid progress in this dairy in the operational flood program.

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HILL AREA DEVELOPMENT PROGRAMME

A financial assistance of Rs. 477,434 lakes has been availed through hill are development programmed, out of which Rs. 347,361 lakes was received as 50% loan and the remaining amount as 100%grant. 50% loan 50% share capital 100% grant -172.636 lakes -174.725 lakes -130.073 lakes ---------------------477.434 lakes --------------------

AREA OF SALES
They are selling only within the district and not beyond the district. The four main areas are as follows Ooty Coonoor Kothagiri Gudalur

These are the four main areas and there are 18routers. In ooty there are 12 routes and in Coonoor 3 routes, I in kothagiri, 2 in gudalur. No. of agents No. of parlors - 353 - 76

No. of institution - 73

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MILK INDENT
The agents and the institutions are informed their milk indent into the marketing section by phone of directly. As per the agents and institutions demand the marketing section recorded their indent. Finally the marketing prepares the total milk indent and given to the dariy section. The dairy section issue milk to the marketing section as per the marketing section indent. The indent contains 2 copies, original copy is given to the dairy section and another copy is dept. at marketing section itself.

GATEPASS
As per the agents indent the marketing section prepare milk dispatch gate pass. The gate pass contains 3 copies. One is given to the security section, another copy is given to the driver, and last copy is dept. at marketing section.

METHODS OF MILK DISPATCH

Cash sales Credit sales Card sales

PRODUCT PROFILE MILK

Pasteurized toned milk Standardized milk Full cream milk ----- FAT 3.0% SNF 8.5% ----- FAT 4.5% SNF 8.5% ----- FAT 6.00% SNF 9.0%

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GHEE
tin-200gms/ml 500gms/ml; 1 lit 1 kg/2kg/5kg/15kg tetra pack-500gms/1kg sachets-50 ml/500gms/ml

MILK POWDER
Cartons 500gms Poly bag 1kg Bulk bag 25kg

CHEESE Chip lets 25gms/250gms FLAVORED MILK

Tetra-200ml/strawberry-cardamom chocolate - pineapple

TETRA MILK
200ml 1000

ICE CREAMS
Vanilla, strawberry, chocolate, pineapple, blackcurrant, pista, badam, choco, risin, mango, butter, scotch, tutti fruity . Cups 50ml/100ml/1lit/1gallo

MILK SWEETS
Salted 100gms/200gms/500 gms/20 kg.
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Plain 100gms/200gms/500gms/20kg. Sachet 200ml

MANGO DRINK
Tetra 200ml

MILK KHOA
Packets 50gms/100gms/200gms/500gms. Bulk un sugared.

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1.4 REVIEW OF LITERATURE

Mahatma Gandhi, 1890 A customer is the important visitor in one premise. He is not dependent on us. We are dependent on him. He is not an interruption on our work. He is the purpose of it. He is not an outsider on our business. He is a part of it. We are not doing a favor by serving him. He is doing us a favor by giving us the opportunity to do so. Craig Bailey, president and founder, says that, In todays business environment companies cannot afford to lose a single profitable customer. By effectively leveraging results from a customer satisfaction survey an organization can respond to their customers need in ways that increases revenue as well as improve customer and employee satisfaction and loyalty Holtz, president and CEO, says that, choosing a customer relationship management technology has often been a daunting task for companies in all industries. Whether in financial services, telecommunications, retail, high technology or any other area, companies know that in order to be successful, they need to be better service their customer and partner. Kate Legget, director e-service product strategy, says that, I never had much contact with our healthcare system until my daughter was born. She was early and quite small which mean that we spend her first month in doctors and specialists offices. Dr. Jodie Monger, president and Anne Nickerson says that, what do winners of the super bowl, the World Series and NCCA final having common while they are all champions, not one of these groups, or individual players, was successful without a coach on the sidelines.

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CHAPTER-II OBJECTIVES AND RESEARCH METHODOLOGY 2.1.OBJECTIVES OF THE STUDY PRIMARY OBJECTIVE:
To study the companys present system of customer relationship management, and to find out its effectiveness in present scenario.

SECONDARY OBJECTIVE:
To understand the customer expectations To know the satisfaction level of customers towards the products offered by the company. To suggest or modify the problems of existing system

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2.2 SCOPE OF THE STUDY

Since the present scenario of business is facing a heard challenge it is must to uphold the existing customer and to serve them as our best. From this study the need of the customer can be analyzed and helps the organization to fulfill that need. The study helps to know the factors that influence the customer to buy the products from AAVIN. It helps to provide necessary services to customers to overcome the problem in the products and provides various insights into customer attitudes and satisfactions. And also it helps to maintain the better relationship with customer by the company.

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2.3 RESEARCH METHODOLOGY Research Design

Research is an original contribution to the existing stock of knowledge. It is the pursuit of truth with the help of study, observation and experiments. As such the term research refers to the systematic method consisting of enunciation the problem formulating a hypothesis, collecting the facts or data, analyzing the facts and reaching certain conclusions either in the form of solutions towards the concerned problem or in certain generalizations for some theoretical formulation. This project is based on descriptive research technique which refers to the surveys and fact finding enquiries of different kinds.

Sources of Data:
Data plays a vital role for the successful completion of any research. Since, every possible source are needed to tap information required for the study, two sources to collect data i.e., both primary and secondary sources have been used in this research.

Primary Data:
Primary data are the data directly collected from the respondents by using any structured methodology. The researcher also collected primary data using a structured questionnaire

Secondary Data:
Secondary data are the data which is already collected by someone else, i.e., data collected through brochures and catalogues of the banks, newspaper, magazines, web sites, company prospectus etc.

Sampling Design
A Sample design is a definite plan for obtaining a sample from a given population. It refers to the technique or the procedure the researcher would adopt in selecting items for the sample. Sampling design in this research includes the sampling method, sampling units and sampling size on the Convenience sampling
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Sampling Units
The sampling unit taken for this research is the whole customers of AAVIN.

Sample Size
The sample size taken for the research was 35 respondents. It consists of the whole customers of AAVIN.

Method of data collection

The researcher has collected data through personally administered questionnaire. The questionnaire was prepared and supplied to the respondent.

Tools and Techniques used for Analysis

The data collected thought questionnaire has been tabulated and analyzed by using Simple Percentage Analysis.

Simple Percentage Analysis

Percentage analysis uses percentage to process the data this method is used as a percentage simply number, reducing them into 0-100 range through percentage.

Percentage =n/m*100

n= number of respondents assured m = Total number of respondents

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2.4 LIMIATIONS OF THE STUDY

Chance for personal bias in responding to the researcher Researcher got limited period of time for the study Study is restricted to AAVIN (co-operative milk producers union LTD. Ooty) Using percentage analyzing only fair idea of the population can be identified. Findings cannot be extrapolated to the state level. Study is based upon the prevailing respondent behavior.

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CHAPTER-III ANALYSIS AND DATA INTERPRETATION TABLE NO: 01 TABLE SHOWING RESPONDENTS LOCATION

OPINION OOTY COONOOR KOTHAGIRI GUDALUR TOTAL INTERPRETATION

NO: OF RESPONDENTS 19 13 3 0 35

PERCENTAGE 54% 37% 9% 0 100

From the above table it is inferred that the 54% of the customers are located in Ooty, 37% are at Coonoor and 9% are at Kothagiri.

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CHART NO: 01 CHART SHOWING PERCENTAGE OF RESPONDENTS LOCATION

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TABLE NO: 02 TABLE SHOWING RESPONENTS EXPERIENCE WITH AAVIN

OPINION I YEAR BETWEEN 2 TO 5 YEARS 5 TO 10 YEARS 10 TO 15 YEARS 15 AND ABOVE TOTAL INTERPRETATION

NO: OF RESPONDENTS 6 14 7 5 3 35

PERCENTAGE 17% 46% 23% 14% 9% 100

From the above table it is inferred that the 46% of the customers are experienced with AAVIN between 2 and 5yrs. 23% are above 5yrs. 17% are for 1 yrs. And 9% are above 15 yrs.

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CHART NO: 02 CHART SHOWING PERCENTAGE OF RESPONDENTS EXPERIENCE WITH AAVIN

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TABLE NO: 03 TABLE SHOWING PURCHASE OF MILK PER DAY

OPINION LESS THAN 1 LITERS. 1 TO 2 LITERS 2 TO 3 LITERS 3 TO 4 LITERS MORE THAN 4 LITERS TOTAL INTERPRETATION

NO: OF RESPONDENTS 5 15 8 4 3 35

PERCENTAGE 15% 43% 22% 11% 9% 100

From the above table it is inferred that 15% of the respondents are purchasing less than 1lts milk per day, 43% are 1 to 2 lts, 22% are 2 to 3 lts. 11% are 3 to 4 lts and 9% of respondent purchase more than 4 liters.

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CHART NO: 03 CHART SHOWING PURHCASE OF MILK PER DAY

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TABLE NO: 04 TABLE SHOWING RESPONDENTS, CONTACTS GENERAL MANAGER THROUGH VARIOUS MEANS

OPINION IN PERSON TELEOHONE INTERNET THROUGH DEALER/ RETAILER TOTAL INTERPRETATION

NO: OF RESPONDENTS 11 21 2 1 35

PERCENTAGE 31% 60% 6% 3% 100

From the above table it is inferred that 60% of customers are contacting general manager through telephone, 31% are of direct person, through internet and remaining 3% through retailer /broker/dealer.

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CHART NO: 04

CHART SHOWING PERCENTAGE OF RESPONDENTS, CON TACT WITH MANAGER THROUGH VARIOUS MEANS

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TABLE NO: 05 TABLE SHOWING RESPONDENTS WAITS BEFORE SPEAKING TO GENERAL MANAGER OPINION IMMEDIATELY WITHIN 3 MINUTES 3 TO 5 MINUTES 5 TO 10 MINUTES MORE THAN 10 MINUTES TOTAL INTERPRETATION
From the above table it is inferred that 49% of respondents are taken care immediately, 31% within 3 minutes, 11% between 3 and 5 minutes, 6% between 5 and 10 minutes and 3% of respondents are waits for more than 10 minutes to speak with general manager.

NO: OF RESPONDENTS 17 11 4 2 1 35

PERCENTAGE 49% 31% 11% 6% 3% 100

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CHART NO: 05 CHART SHOWING PERCENTAGE OF RESPONDENTS, WAITS BEFORE SPEAKING TO GENERAL MANAGER

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TABLE NO: 06 TABLE SHOWING RESPONDENTS FEEDBACK TOWARDS REPRESENTATIVES

OPINION QUICK IDENTIFICATION APPEARKNOWLEDGEABLE NADCOMPETENT UNDERSTAND THE CAUSE AND SOLUTIONTO PROBLEM HANDLE ISSUE WITHCOURTESY AND PROFESSIONALISM TOTAL

NO: OF RESPONDENTS 18 5

PERCENTAGE 52% 14%

11%

8 35

23% 100

INTERPRETATION
From the above table it is inferred that 52% of the respondents said representatives quickly identifies the problem, 14% of are appear knowledgeable and competent, 11% of are understand the cause and give solution to problem and 23% of are handle issues with courtesy and professionalism.

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CHART NO: 06 CHART SHOWING PERCENTAGE OF RESPONDENTS FEEDBACK TOWARDS REPRESENTTIVES

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TABLE NO: 07 TABLE SHOWING RESPONDENTS DURATION FOR PROBLEM RESOLUTION

OPINION IMMEDIATE RESOLUTION LESS THAN A DAY BETWEEN 2 AND 3 DAY BETWEEN 3 AND 5 DAY MORE THAN A WEEK NOT RESOLVED TOTAL

NO: OF RESPONDENTS 2 19 8 3 2 1 35

PERCENTAGE 6% 54% 22% 9% 6% 3% 100

INTERPRETATION
From the above table it is inferred that 54% of the respondents problem are resolved less than a day, 22% are of between 2 and 3 days, 9% are of between 3 and 5 days, 6% are solved immediately and another 6% are for more than a week and remaining 3% of the problem not yet resolved.

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CHART NO: 07 CHART SHOWING PERCENTAGE OF RESPONDENTS DURATION FOR PROBLEM RESOLUTION

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TABLE NO: 08 TABLE SHOWING RESPONDENTS ABOUT SPECIAL OFFERS ON MILK PRODUCTS.

OPINION YES NO TOTAL

NO: OF RESPONDENTS 28 7 35

PERCENTAGE 80% 20% 100

INTERPRETATION
From the above table it is inferred that 80% of respondents are satisfied special offers on milk products and 20% are not satisfied with it.

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CHART NO: 08 CHART SHOWING PERCENTAGE OF RESPONDENTS ABOUT SPECIAL OFFERS ON MILK PRODUCTS.

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TABLE NO: 9 TABLE SHOWING RESPONDENTS DURATION FOR DISPATCHING THE ORDER PLACED

OPINION LESS THAN A DAY 1 TO 2 DAYS 2 TO 3 DAYS 3 TO 4 DAYS 4 TO 5 DAYS TOTAL

NO: OF RESPONDENTS 11 20 3 1 0 35

PERCENTAGE 31% 57% 9% 3% 0% 100

INTERPRETATION
It is inferred from the above table that 31% of respondents orders are dispatched less than a day, 57% of are within 1 to 2 day, 9% are within 2 to 3 days, 3% of respondents orders are dispatched within 4 days.

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CHART NO: 9 CHART SHOWING PERCENTAGE OF RESPONDENTS DURATION FOR DISPATCHING THE ORDER PLACED

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TABLE NO: 10 TABLE SHOWING RESPONDENTS REPLACE TOW ARDS THE TREATMENT OF DAMAGES AND REPLACEMENTS

OPINION EXCELLENT VERY GOOD GOOD AVERAGE POOR TOTAL

NO: OF COMPANIES 3 20 6 4 2 35

PERCENTAGE 8% 58% 17% 11% 6% 100

INTERPRETATION
From the above table it is inferred that 58% of the respondents said very good for the treatment towards damages and replacements, 17% of said good, 11% of said average and 8% excellent towards the treatment of damages and replacement.

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CHART NO: 10 CHARAT SHOWING PERCENTAGE OF RESPONDENTS REPLY TOWARDS THE TREATMENT OF DAMAGES AND REPLACEMENTS

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TABLE NO: 11 TABLE SHOWING RESPONDENTS CHOICE FOR PURCHASE

OPINION QUALITY SERVICE LOW COST CONVENIENCE VARIETIES TOTAL

NO: OF RESPONDENTS 13 7 4 9 2 35

PRECENTAGE 37% 20% 11% 26% 6% 100

INTERPRENTATION
From the above table it is inferred that 37% it is inferred that 37% of respondents are making purchase because of quality, 20% of are because of service and 26% of respondents are purchasing because of convenience.

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CHART NO: 11 CHART SHOWING PERCENTAGE OF RESPONDENTS CHOICE FOR PURCHASE

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TABLE NO: 12 TABLE SHOWING RESPONDENTS FROM WHERE THEY GET KNOW ABOUT AAVIN

OPINION NEWSPAPER TELEVISION RADIO FRIENDS NOTICE TOTAL

NO: OF RESPONDENTS 7 0 3 19 6 35

PERCENTAGE 20% 0% 9% 54% 17% 100%

INTERPRETATION
From the above table it is inferred that 54% of respondents get know of about AAVIN through their friends, 20% are through newspaper and 17% are through notice, 9% are through radio.

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CHART NO: 12 CHART SHOWING PERCENTAGE OF RESPONDENTS FROM WHERE THEY GET KNOW ABOUT AAVIN

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TABLE NO: 13 TABLE SHOWING RESPONDENTS ON COLLECTING DOOR DELIVERY CHARGES

OPINION YES NO TOTAL

NO: OF RESPONDENTS 12 23 35

PERCENTAGE 34% 66% 100

INTERPRETATION
From the above table it is inferred that 34% collecting door delivery charges and 66% are collecting charges from respondents.

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CHART NO: 13 CHART SHOWING PERCENTAGE OF RESONDENTS COLLECTING CHARGES FOR DELIVERY

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TABLE NO: 14 TABLE SHOWING RESPONDENTS GET SPECIAL OFFER WHEN THEY PURCHASED FROM AAVIN OPINION YES NO TOTAL NO: OF RESPONDENTS 26 9 35 PERCENTAGE 74% 26% 100

INTERPRETATION
rom the above table it is inferred that 74% of respondents are getting special offers while purchasing from AAVIN and 26% are not getting any special offers.

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CHART NO: 14 CHART SHOWING PERCENTAGE OF RESPONDENTS GET ANY KIND OF SPECIAL OFFERS WHEN THEY PURCHASED FROM AAVIN

YES - 74% NO - 26%

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TABLE NO: 15 TABLE SHOWING RESPONDENTS COMPARISON OF AAVIN WITH OTHER BRANDS OPINION FAR BETTER BETTER NO DIFFERENCE BELOW WORST TOTAL INTERPRETATION
rom the above table it is inferred that 63% of the respondents said better while comparing to other companies, 23% of are said no difference, 11% of are said far better and 3% had said below while compare with other companies.

NO: OF RESPONDENTS 4 22 8 1 0 35

PERCENTAGE 11% 63% 23% 3% 0% 100

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CHART NO: 15 CHART SHOWING PERCENTAGE OF RESPONDENTS COMPARISON OF AAVIN WITH OTHER BRANDS

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TABLE NO: 16 TABLE SHOWING RESPONDENTS RECOMMENDATION FOR AAVIN TO THEIR SURROUNDINGS OPINION DEFINITELY YES PROBABLY YES MIGHT OR MIGHT NOT PROBABLY NOT DEFINITELY NOT TOTAL INTERPRETATION
rom the above table it is inferred that 46% of the respondents will probably recommend AAVIN to their surroundings, 34% of will definitely recommend, 14% of might or might not recommend, 3% of will probably not recommend and 3% definitely not recommend AAVIN to their surroundings.

NO OF RESPONDENTS 12 16 5 1 1 35

PERCENTAGE 34% 46% 14% 3% 3% 100

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CHART NO: 16 CHART SHOWING PERCENTAGE OF RESPONDENTS RECOMMENDATION FOR AAVIN TO THEIR SURROUNDINGS

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TABLE NO: 17 TABLE SHOWING RESPONDENTS SATISFACTION TOWARDS THE PACKAGING OFFERED BY AAVIN

OPINION HIGHLY SATISFIED SATISFIED DISSATISFIED HIGHLY DISSATISFIED TOTAL

NO OF RESPONDENTS 8 24 2 1 35

PERCENTAGE 23% 68% 6% 3% 100

INTERPRETATION
rom the above table it is inferred that 69% of the respondents are satisfied with the packaging offered by AAVIN, 23% of are highly satisfied, 6% of are dissatisfied and 3% of are highly dissatisfied with the packaging offered by AAVIN.

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CHART NO: 17

CHART SHOWING PERCENTAGE OF RESPONDENTS SATISFACTION TOWARDS THE PACKAGING OFFERED BY AAVIN

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TABLE NO: 18 TABLE SHOWING RESPONDENTS SATISFATIION TOWARDS QUALITY OF PRODUCT OFFERED BY AAVIN

OPINION HIGHLY SATISFIED SATISFIED DISSATISFIED HIGHLY DISSATISFIED TOTAL INTERPRETATION

NO: OF RESPONDENTS 11 21 2 1 35

PERCENTAGE 31% 60% 6% 3% 100

rom the above table it is inferred that 60% of the respondents are satisfied with the quality offered by AAVIN, 31% of are highly satisfied, 6% are dissatisfied and 3% of respondents are highly dissatisfied with the quality offered by AAVIN.

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CHART NO: 18 CHART SHOWING PERCENTAGE OF RESPONDENTS SATISFACTON TOWARDS QUALITY OF PROUCT OFFERED BY AAVIN

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TABLE NO: 19 TABLE SHOWING RESPONDENTS INFLUENCE FOR PURCHASE BY PRICE

OPINION VERY HIGH HIGH MEDIUM LOW VERY LOW TOTAL INTERPRETATION

NO: OF RESPONDENTS 4 20 7 3 1 35

PERCENTAGE 11% 57% 20% 9% 3% 100

From the above table it is inferred that 57% of the respondents are highly influenced by price for their purchase, 11% of are very highly influenced, 7% of are medium influenced low for their purchase and 1% are influenced for very low price.

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CHART NO: 19 CHART SHOWING PERCENTAGE OF RESPONDENTS INFLUENCE FOR PURCHASE BY PRICE

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TABLE NO: 20 TABLE SHOWING RESPONDENTS INFLUENCE OF PURCHASE BY BEHAVIOUR OF SALES PERSONS

OPINION VERY HIGH HIGH MEDIUM LOW VERY LOW TOTAL INTERPRETATION

NO: OF RESPONDENTS 6 16 9 3 1 35

PERCENTAGE 16% 46% 26% 9% 3% 100

rom the above table it is inferred that 46% of the respondents are highly influenced by behavior of sales person for their purchase, 26% of are medium influenced, 16% of are very highly influenced, 9% are influenced low for their purchase and 3% are very low.

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CHART NO: 20 CHART SHOWING PERCENTAGE OF RESPONDENTS INFLUENCE OF PURCHASE BY BEHAVIOUR OF GENERAL MANAGER

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TABLE NO: 21 TABLE SHOWING RESPONDENTS INFLUENCE OF PURCHASE RATE BY THE LOCATION OF BOOTHS

OPINION VERY HIGH HIGH MEDIUM LOW VERY LOW TOTAL INTERPRETATION

NO: OF RESPONDENTS 15 8 5 4 3 35

PERCENTAGE 43% 23% 14% 11% 9% 100

From the above table it is inferred that 43% of the respondents are very highly influenced by the location for their purchase, 23% of are highly influenced, 14% of are medium influenced, 11% are influenced low for their purchase and 9% of are very low in purchase rate.

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CHART NO: 21 CHART SHOWING PERCENTAGE OF RESPONENTS INFLUENCE OF PURCHASE RATE BY THE LOCATION OF BOOTH

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TABLE NO: 22 TABLE SHOWING RESPONDENTS OPINION TOWARDS THE APPROACH OF SALES STAFF

OPINION POLITE NORMAL AGGRESSIVE VERY AGGRESSIVE TOTAL

NO: OF RESPONDENTS 13 19 2 1 35

PERCENTAGE 37% 54% 6% 3% 100

INTERPRETATION
rom the above table it is inferred that 54% of the respondents said sales staffs are normal while approaching them, 37% of are said polite, 6% of are said aggressive and 3% had said sales staffs are very aggressive while approaching them.

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CHART NO: 22 CHART SHOWING PERCENTAGE OF RESPONDENTS OPINION TOWARDS THE APPROACH OF SALES STAFF

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TABLE NO: 23 TABLE SHOWING RESPONDENTS HOW LIKELY THEY ARE FOR NEXT PURCHASE FROM AAVIN

OPINION DEFINITELY WOULD BUY PROBABLY WOULD BUY MIGHT OR MIGHT NOT BUY PROBABLY WOULD NOT BUY DEFINITELY WOULD NOT BUY TOTAL INTERPRETATION

NO: OF COMPANIES 12 19 2 1 1 35

PERCENTAGE 34% 54% 6% 3% 3% 100

From the above table it is inferred that 54% of the respondents probably would buy for next purchase, 34% of respondents definitely buy, 6% of respondents might or might not buy, 3% of respondents would not buy and 3% of respondents definitely would not buy from AAVIN.

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CHART NO: 23 CHART SHOWING PERCENTAGE OF RESPONDENTS HOW LIKELY THEY ARE FOR NEXT PURCHASE FROM AAVIN

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TABLE NO: 24 TABLE SHOWING RESPONDENTS OVERALL RATING TO AAVIN

OPINION EXCELLENT VERY GOOD GOOD AVERAGE POOR TOTAL INTERPRETATION

NO: OF RESPONDENTS 2 10 18 4 1 35

PERCENTAGE 6% 29% 51% 11% 3% 100

From the above table it is inferred that 6% of the respondents had rated as excellent, 29% as very good, 51% as good, 11% as average and 1% of respondents rated poor to AAVIN,

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CHART NO: 24 CHART SHOWING PERCENTAGE OF RESPONDENTS OVERALL RATING TO AAVIN

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CHAPTER-IV 4.1 FINDINGS Most (43%) of respondents purchase is influenced by the location of the
booths.

Most (57%) of respondents purchase is influenced by the price of the

product.

Most (46%) of respondents purchase is influenced by the behavior of sales

persons.

Majority (58%) of respondents said treatment of AAVIN towards damage

and replacements are good.

Majority (63%) of the respondents had said that AAVIN is good and better
while comparing to other brands.

More (54%) of respondents problem are resolved and taken care within a
day by AAVIN.

Majority (74%) of respondents getting special offers when they have

purchased from AAVIN.

Majority of the (80%) of respondents getting discount offer on milk

products in AAVIN.

Most (57%) of respondents orders are dispatched within 2days by AAVIN. Most (54%) of respondents get to know about AAVIN through friends. Majority (68%) of respondents are satisfied with the packaging offered by
AAVIN.

More (60%) of respondents are satisfied with the quality of the product
offered by AAVIN.

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 Most (57%) of respondents said the behavior of sales staff while

approaching them is normal and (37%) had said polite.

Majority (52%) of respondents said representatives of AAVIN quickly

identifies the problem.

Majority (21%) of the respondents are contacting general manager through

telephone.

Most (51%) of the respondents experienced for 2 to 5 years rated good on

AAVIN products.

Most (46%) of the respondents rated better for comparison will probably
recommend AAVIN to surroundings.

Majority (57%) of the respondents purchase influenced by price rated and

(60%) for the quality offered by AAVIN.

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4.2 SUGGESTIONS
Mostly (21%) of respondents are contacted by manager through telephone it is not sufficient enough to build strong relationship so kindly try to contact in person directly to all customers to get customer complaints details promptly. Almost all the respondents felt that AAVIN should maintain the same level of service as is offered now. As the respondents felt that there is no adequate sales promotion so that more advertisement regarding AAVIN products are necessary. Since (57%) are highly influenced by price so on the improvement on quality is necessary. Only (6%) of respondents purchase on varieties so improve on varieties are necessary.

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4.3 CONCLUSION
It is not adequate just to provide the right product to the right customer. It is also very important to make it available in the right manner, at the right moment, By using customer touch points effectively business especially these in the service sectors such as hotels and restaurants-can build good customer relationships and increase their base of loyal customers. It is the fact that the customer is human beings first and to build good relations with him, it is important to meet his psychological and social needs in a proactive manner. Therefore, building customer relationship is not just a routine task. Even a small and unanticipated act or gesture can change the entire situation and influence the customer in a very positive way. It is important for marketers to identify the important customer touch points and to make the best use of them to build relationship. Customers are of different types and varying needs, marketers have to understand and cater to them accordingly. The closer the relationship, the more protected is from the vagaries of the market place and the competitor activity.

From the study made about customer relationship of AAVIN it is concluded that the service being qualitative factor, the level of satisfaction pertaining to it may vary from time to time in the minds of customers. The finding reveals that the quality of service and level of satisfaction of customers is good. Suggestions have been made where ever required.

AAVIN has largely rendered successful service to the customers. However there is good scope for improvement, which will further add its name and goodwill.

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CHAPTER 5 APPENDIX 5.1 QUESTIONNAIRE

1. Institution name: ________________________

2. Location of the Institution? a) Ooty b) Coonoor c) Kotagiri d) Gudalur

3. How long you are experienced with Aavin products? a) 1 year b) 2-5 year c) 5-10 year d) 10-15 year e) 15 and abve

4. Quantity of the milk purchased per day? a) b) Less than one liters 1-2 liters

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c) d) e)

2 -3 liters 3-4 liters More than 5 liters

5. In your most recent experience with Aavin, how did you contact the General Manager? a) b) c) d) In Person Internet By Telephone Through a Dealer/ Retailer/ Broker

6. About how long did you have to wait before speaking to a general manager? a) I was taken care of immediately b) Within 3 minuters c) 3-5 minutes d) 5-10 minutes e) More than 10 minutes 7. Did the representative: a) Quickly identify the problem b) Appear knowledgeable and competent c) Help you understand the cause and the solution to the problem d) Handle issues with courtesy and professionalism.

8. About how long did Aavin take to get the problem resolved?

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a) Immediate Resolution b) Less than a day c) Between 2 and 3 week d) Between 3 and 5 days e) More than a week

9. Is any discount offered to you on purchase of milk products in Aavin? a) Yes b) No

10. How long Aavin take to dispatch the order placed? a) Less than a day b) 1 to 2 days c) 2 to 3 days d) 3 to 4 days e) 4 to 5 days

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11. How was the replacement of damaged products of aavin a) Excellent b) Very good c) Good d) Average e) Poor

12. Why did you purchase aavin products ? a) Quality b) Low cost c) Service d) Convenience e) Varieties

13. From where you get to know about aavin? a) Newspaper b) Television c) Radio d) Friends e) Notice

14. Whether any door delivery charges are collected from you?

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a) Yes b) No

15. Did you get any kind of special offer when you have purchased from Aavin? a) Yes b) No

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16. How would you compare Aavin to other brand? a) Far better b) Better c) No difference d) Below e) Worst

17. Would you recommend Aavin to your surroundings? a) yes b) no

18. Are you satisfied with the packaging offered by Aavin? a) Highly satisfied b) Satisfied c) Dissatisfied d) Highly dissatisfied

19. Are you satisfied with the Quality of the products offered by Aavin? a) Highly satisfied b) Satisfied c) Dissatisfied d) Highly dissatisfied

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20. How far has price influenced your purchase? a) Very high b) High c) Medium d) Low e) Very low

21. How far has behavior of Sales person influenced your purchase? a) Very high b) High c) Medium d) Low e) Very low

22. How far has the location of Booth influenced your purchase rate? a) Very high b) High c) Medium d) Low e) Very low

23. How was the behavior of sales staff when they approached you?

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a) Polite b) Normal c) Aggressive d) Very aggressive

24. For your next product purchase how likely you will purchase from Aavin? a) Definitely would buy b) Probably would buy c) Might or might not buy d) Probably would not buy e) Definitely would not buy

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25. Overall how would you rate Aavin? a) Excellent b) Very good c) Good d) Average e) Poor

26. Kindly give your suggestion to improve the sales of the products.

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5.2 BIBLIOGRAPHY

Books
Philip Kotler, Kevin Lane Keller Marketing Management Persons, Prentice hall, 12th edition. Kothari C.R. Research Methodology, New Delhi, Vishwa Prakashan 2000.

Magazine
Marketing Mastermind, July 2009, CRM is not a task by Rajashri R.Chavan and Sarang S. Bhola.

Websites
www.google.co

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