1. A STUDY ON CUSTOMER SATISFACTION TOWARDS PONLAIT
MILK BY – PRODUCTS IN PUDUCHERRY
INTERNAL GUIDE EXTERNAL GUIDE
Dr. B. RAJESWARI, Mr. S. SAKTHIVEL
Assistant Professor, Manager (Marketing By- Product)
Department of Management Studies,
Ponlait, Puducherry.
School of Management
Pondicherry University.
Submitted by
SARANRAJ S

2. CUSTOMER SATISFACTION
The degree of satisfaction provided by
the goods or services of a company as
measured by the number of repeat customers.

3. NEED FOR THE STUDY
 A study of customer satisfaction gives the
management an indication of general level of
satisfaction among customers.
 This study tells how the customers feel about
their product.
 The attitudes of customers can be improved
through this study.

4. OBJECTIVES OF THE STUDY
PRIMARY OBJECTIVE
 To study on customer satisfaction of milk by-
product in Ponlait.
SECONDARY OBJECTIVES
 To identify the customer expectation.
 To recognize the relationship between the
customer and company.
 To find the customer attitude towards milk by-
product in Ponlait.

5. RESEARCH METHODOLOGY
 Research Design - Descriptive Research
 SOURCE OF DATA
 Primary data – questionnaire
 Secondary data – company profile, product
list and price details
 sample size – 150
 Sampling Method - convenience sampling

6. DATA ANALYSIS

7. S.NOz CATEGORIES PRODUCTS
1 GHEE Ghee 200gm, 500gm, 1kg, 2kg, 4kg, 5kg and 15 kg tin
Butter milk
Curd 100ml, Curd 200ml
2 CURD AND BUTTER MILK
Sweet Lessi
Paneer 100 gm
3 STERILIZED FLAVORED MILK Sterilized Flavored Milk
4 BADHAM POWDER Badham Powder 200g
5 SUGARED KHOA Sugared Khoa 50g,100gm, 200gm and 250 gm
Ice candy
Chocobar
Kulfi 30ml, Kulfi 70ml
Ice cream 40ml, 90ml
Vennilla ball
Vennilla strawberry 500ml, 1000ml
Strawberry ball
6 ICE CREAM VERITIES
Butter scotch 90ml, 500ml, 1000ml
Frutee nuts 90ml, 500ml and 1000ml
Cone 50ml, 100ml
Franko Delight
Cassatta
2 in 1 v/s plain
2 in 1 b/f special

8. CHART SHOWING GENDER OF THE
RESPONDENTS
47%
MALE
53% FEMALE

9. CHART SHOWING AGE OF THE RESPONDENTS
30% 27%
23%
25%
19%
20%
16%
PERCENTAGE
15%
15%
RESPONDENTS
10%
5%
0%
<25 25-35 35-45 45-55 ≥55
AGE

10. CHART SHOWING OCCUPATION OF THE
RESPONDENTS
35%
33%
30%
25%
25%
PERCENTAGE
20% 17%
15% 14%
RESPONDENTS
10% 11%
5%
0%
STUDENT
GOV'T WORKER
PRIVATE WORKER
BUSINESS
OTHERS
OCCUPATION

11. CHART SHOWING RESPONDENTS’
CONSUMPTION PERIOD
50% 47%
45%
40%
35%
PERCENTAGE
30%
23%
25% RESPONDENTS
20% 16%
14%
15%
10%
5%
0%
<2Yrs 2-4Yrs 4-6Yrs ≥6Yrs
CONSUMPTION PERIOD

12. FACTOR INFLUENCING CUSTOMER TO BUY
PONLAIT MILK BY – PRODUCTS
8%
17%
20%
AVAILABILITY
REASONABILITY
17%
TASTE & QUALITY
FRESH PRODUCTS
OTHER
38%

13. GHEE
 Out of 150 respondents only 76 respondents buying Ponlait
Ghee.
FACTOR INFLUENCING CUSTOMER TO BUY PONLAIT GHEE
7%
17%
PRICE
TASTE
FRESHNESS
37%
OTHERS
39%

14. SHOWING CUSTOMERS’ SATISFACTION LEVEL ON PONLAIT GHEE
70%
60%
50%
PERCENTAGE
40%
Price
30%
Freshness
Quality
20% Package
10%
0%
Highly Satisfied Satisfied No opinion Dissatisfied Highly Dissatisfied
SATISFACTION LEVEL

15. CURD AND BUTTER MILK
 Out of 150 respondents only 117 respondents buying Curd
and Butter milk category products.
70%
60% 61%
60%
50%
50% 46%
PERCENTAGE
40%
34% Price
31% 30% Freshness
28%
30% Quality
Package
20%
13%
11%
10% 9% 7%
10%
8%
1% 1% 0 0 0 0
0%
Highly Satisfied Satisfied No opinion Dissatisfied Highly Dissatisfied
SATISFACTION LEVEL

16. STERILIZED FLAVOURED MILK
 Out of 150 respondents only 68 respondents buying Ponlait Sterilized
Flavoured Milk.
FACTOR INFLUENCING CUSTOMER TO BUY PONLAIT STERILIZED
FLAVOURED MILK
1%
12%
PRICE
22% TASTE
FRESHNESS
OTHERS
65%

17. CUSTOMERS’ SATISFACTION LEVEL ON PONLAIT
STERILIZED FLAVOURED MILK
60%
50%
40%
PERCENTAGE
Price
30%
Freshness
Quality
Package
20%
10%
0%
Highly Satisfied Satisfied No opinion Dissatisfied Highly Dissatisfied
SATISFACTION LEVEL

18. BADHAM POWDER
 Out of 150 respondents only 38 respondents
buying Badham Powder.
FACTOR INFLUENCING CUSTOMER TO BUY PONLAIT BADHAM POWDER
5%
16%
PRICE
TASTE
FRESHNESS
OTHERS
29% 50%

19. CUSTOMERS’ SATISFACTION LEVEL ON PONLAIT
BADHAM POWDER
60%
50%
40%
PERCENTAGE
Price
30%
Freshness
Quality
Package
20%
10%
0%
Highly Satisfied Satisfied No opinion Dissatisfied Highly Dissatisfied
SATISFACTION LEVEL

20. SUGARED KHOA
 Out of 150 respondents only 75 respondents
buying Ponlait Sugared Khoa.
FACTOR INFLUENCING CUSTOMER TO BUY PONLAIT SUGARED KHOA
3%
4%
8%
PRICE
TASTE
FRESHNESS
OTHERS
85%

21. MOST PREFERABLE PONLAIT SUGARED KHOA PACK
60% 56%
50%
40%
PERCENTAGE
29%
30% RESPONDENTS
20%
8% 7%
10%
0%
50 gm 100 gm 200 gm 250 gm
SUGARED KHOA PACKET

22. CUSTOMERS’ SATISFACTION LEVEL ON PONLAIT
SUGARED KHOA
60%
50%
40%
PERCENTAGE
Price
30%
Freshness
Quality
Package
20%
10%
0%
Highly Satisfied Satisfied No opinion Dissatisfied Highly Dissatisfied
SATISFACTION LEVEL

23. ICE CREAM VERITIES
Out of 150 respondents only 85 respondents buying Ponlait Ice cream
verities.
60%
50%
40%
Price
PERCENTAGE
Freshness
30%
Quality
Package
20%
10%
0%
Highly Satisfied Satisfied No opinion Dissatisfied Highly Dissatisfied
SATISFACTION LEVEL

24. LEAKEGES/DAMAGE IN PONLAIT MILK BY-PRODUCT
59%
60%
50%
40%
31%
PERCENTAGE
30% RESPONDENTS
20%
8%
10%
2%
0%
Very often Often Rarely Never
FREQUENCY

25. OVERALL SATISFACTION LEVEL OF
RESPONDENTS TOWARDS PONLAIT MILK BY-
PRODUCT
1%
9% 12%
19%
Highly Satisfied
Satisfied
No opinion
Dissatisfied
Highly Dissatisfied
59%

26. RESPONDENTS BUYING ALL CATEGORIES OF
PONLAIT MILK BY-PRODUCT
15%
Buying all categories of Ponlait milk by-products
Not buying all categories of Ponlait milk by-products
85%

27. CHI-SQUARE TESTS
CONSUMPTION PERIOD * OVERALL SATISFACTION
Value df Asymp. Sig. (2-sided)
Pearson Chi-Square 9.261a 12 .680
Likelihood Ratio 10.521 12 .570
a. 12 cells (60.0%) have expected count less than 5. The minimum expected count is .28.
Asymptotic significant value is above 0.05. Thus we conclude that consumption
period of Ponlait milk by-products is independent of overall satisfaction level of
customer towards Ponlait milk by-products.

28. SUGGESTIONS
 Many respondents not aware of Ponlait Badham Powder. So display
boards should keep in front of Ponlait Palours.
 Providing 500gm curd packet may influence more people to buy Ponlait
Curd.
 Reducing the melting time of Kulfi and some other ice cream verities will
increase the satisfaction level of customer.
 Due to lack of availability many customers not aware of all verities of
Ponlait ice cream. By displaying ice cream verities list and by make all
Ponlait ice cream verities available in all milk Parlours Ponlait can
overcome this issue.

29. CONT.,
 By increasing Parlour size and keeping Parlour environment clean Ponlait can
increase the satisfaction level of its customers.
 Only 15% of respondents buying all categories of Ponlait milk by-products.
Providing discounts and other offers will increase the percentage of respondents
buying all categories of Ponlait milk by-products.
 By improving package Ponlait can eliminate leakages/damages in Ponlait milk
by-products.
 Many respondents not satisfied with the price of Ponlait milk by-product so
Ponlait has to reduce the price up to some extent.

30. CONCLUSION
The study about the customer satisfaction will really have an impact
towards identifying the areas in which the management should be concentrated.
From the overall study on the level of customer satisfaction with respect to Ponlait, it
is understood that many of the customers are expecting a reduction in price and
improvement in package. Most of the customers are satisfied with the quality and
freshness of the products. To improve the sales, effective advertisement should be
use.

31. LIMITATIONS OF THE STUDY
 Some of the Respondents are not co-
operative to fill the answer for the question.
 Many of the respondents are answering the
questions with bias.
 Time constrain was one of the major
limitation of the study.