CHAPTER – 1

INTRODUCTION
INTRODUCTION
All the business firms have realised that marketing is a core element of management philosophy and the key
to success lies on focusing more and more on customers. It is the customer who will decide where the firm is
heading. Thus, the challenges before the marketer is to ensure that they satisfy every customer and create
awareness about the products.

According to Peter F. Drucker, an Industrialist should acquire the knowledge of two capabilities viz, purpose
and innovations. The purpose is achieved by innovation. Innovation in turn influences the purpose in
accordance with the modified norms of the society. Modern marketing is a dynamic field. Products could be
sold to the best satisfaction of the users and at a profit to the maker. Marketing as a technology, its
transparency is to decide what should be produced, how and when the product could be most effectively
distributed among the customers. An Industrialist has to face the challenges as per the changing situations
caused by the human behavior. The growth with change is to be adopted for the prosperity of the community.

Every human being is a consumer of different produces. And in todays evolved market the firms aim to satisfy
consumers through marketing. The current global business is extremely competitive and today’s consumers
are willing to switch from product to product in search of better product and service. The importance
of customer satisfaction is increasing because of competition. To attract and retain customers the organization
needs to focus on determining the needs of customers and providing them to attain customer satisfaction.

Customer satisfaction should be considered a vital component of any business because it provides marketers
and business owners with a metric that can be used to measure and improve business performance from a
customer perspective. Paul Farris defines customer satisfaction in his book Marketing Metrics, as ‘The
number of customers, or percentage of total customers, whose reported experience with a firm, its products, or
its services exceeds specified satisfaction goals’.

Marketing, advertising, market segmentation, market positioning, target market, channels of distribution are
the critical activities made by the organization to meet the customer satisfaction. And the result of satisfaction
to a customer from the purchase of a product or services is more favourable post purchase, the post purchase
attitude, higher purchase intention and brand loyalty exhibits the behaviour, preference and purchasing
situation of a customer.

Man, and mulch animal lived in proximity and their relationship dates back to the origin of civilization. Prior
to urbanization, the usual practice was to consume milk in its fresh form or simply processing. The extra milk
used to be converted into short-term conserved products or pudding that was consumed in a phased and
leisurely manner. But the urbanization alienated the modern man from the mulch animal away from each other
resulting in the need for processing and packing of milk and its products. The place of human dietary system
itself indicates the importance of milk as well as it is by products. The consumers play a very important role in
the marketing of dairy milk. Several factors influence the consumers in buying the milk and milk products.
Advertising plays an important in the marketing of dairy milk.

OBJECTIVES OF THE STUDY

  To study the whole product range of Nandini products.
 To determine the awareness and satisfaction level of consumers towards Nandini milk and milk
products.
 To study consumer buying behaviour and factors influencing the purchase decision process.
 To know the consumer satisfaction regarding Nandini products.

NEED OF THE STUDY

The market is driven by customers. To extend the market share there is need to retain old customers and
attract new customers. Customer’s opinion plays a pivotal role in improving the market share. Determining
customer satisfaction enables organisation to take corrective measures if any detected in product attributes.

The intentions of this study are -

 To know the buying factors, expectations and satisfaction level of customers towards Nandini milk
products.
 To know the reasons for increase and decrease in sales and the liquidity position.
 To identify the position among competitors.

SCOPE OF THE STUDY

Customer satisfaction is the most important element of marketing activity as it decides the fate of the
organisation. The scope of the study is –

 To know the consumers perception about the company and its products.
 To study the level of satisfaction of consumers towards price, portion, quality and quantity of the
products.
 To know the effective media to advertise.
 To identify the expectations of consumers related to the products of Nandini.
 To analyse the buying behaviour of consumers.
 This study helps in identifying what type of products or services to be provided to increase the
customers.

RESEARCH METHODOLOGY
Research methodology is a way to systematically solve the research problem. It may be understood as a
science of studying how research is done scientifically. In it we study the various steps that are generally
adopted by a researcher in studying his research problem along with the logic behind them. It is necessary for
the researcher to know not only the research methods/techniques but also the methodology.

SOURCES OF DATA
Data for the study is collected through-

 PRIMARY DATA
 Data originally collected for the first time in an investigation is known as primary data. It is collected
from personal discussion with the concerned manager and employees of the organisation or through a
structured questionnaire.

 A detailed questionnaire handed over to a chosen sample.

 Interaction with consumers of Nandini products.
 Discussion with the marketing manager.

 SECONDARY DATA
Data collected through company website, records and reports of the company, journals, referring
books, articles, magazines, internet and other relevant websites.

 Product broachers.
 Internet.
 Magazines and journals.
 Previous annual reports.

Research type Descriptive research

Research method Primary sources and secondary

sources

Sample universe Consumers of Nandini products

Sample size 50 respondents

Sampling technique used Simple random sampling

Area of survey Mysore, Karnataka

SAMPLING

Sampling design is a definite plan of obtaining some items from the whole population. I have taken random
sample from total public markets who are the consumers of Nandini milk. In this method I have taken their
feedback through questionnaire. I have chosen the areas like Nandini distributors, Nandini milk parlours and I
have got feedback from customers.

LIMITATIONS OF STUDY
 The study is purely for the academic purpose.
 The study is limited to MYMUL.
 The time constraints the study to Mysore district.
 The information gathered is based on consumer perception.