NEED OF THE STUDY: • It helps to measures how products or services supplied by a company meet or surpass a customer’s expectation. • It provides marketers and business owners with a metric that they can use to manage and improve their businesses. • Customer Satisfaction helps to retain the existing customer and also acquire the new customer. • Customer satisfaction helps to maintain the good relation between customer and business. • Customer satisfaction helps to increase customer advocacy and referrals. OBJECTIVES OF THE STUDY: • In order to examine the customer satisfaction level at KMF • In order to meet the customer expectation what are the strategy adopted by the KMF • To evaluate the customer expectation towards KMF products • To offer suitable measures and techniques in order to satisfy and manage the customer expectation towards KMF Brands. SCOPE OF THE STUDY: • The study aims to find the customers preference of milk product towards with reference to Nandini. • This study measures the customer brand awareness of Nandini milk and its products • The customer expectation, experience and satisfaction enables overall customer movement. • Customer expectation and satisfaction provide the competitive advantage to the business. STATEMENT OF THE PROBLEM: At present in this competitive business world the milk industry has more than 60 brands in the battle field facing stiff competition in every segment’s targeted. Even KMF Nandini milk is also facing stiff competition even its 35 years of heritage in this juncture it has to identify its competitor in this market by bring brand awareness in the minds of the consumer also it has to cope up with the consumer behaviour and consumer perception,
Expectation, experience and satisfaction. Through this study, the main problem that is studies during this project work is to find out the satisfaction level towards KMF Nandini milk and its milk products and the awareness of brand among the consumers of Hassan district. LITERATURE REVIEW: 1. As per the study conducted by the Dubrovski (2001) he has concluded from the satisfaction model that the customer satisfaction directs the scope of finding success/failure of certain products/companies in the market. This is very much important in strategic marketing analysis. It has also stated that only relying of producer’s own views could cause great damage to the company in long run. The company could achieve a better place if they were aware of differences between the customers’ opinion about the product and their own. Customer satisfaction is the most efficient and also least expensive source of communication, as a satisfied customer will spread the word of satisfaction to the other people and recommend the product to potential customers. It is understood from the previous study that customer satisfaction is influenced by various external and personal factors. The factors like quality, price, employee who deliver service, self knowledge and various demographic factors can be analysed to ensure customer satisfaction. 2. As per the study conducted by Nidhi P. Shah72 (2013) in his article entitled, “Customer Satisfaction” has said that the main aim of this research paper is to find customers satisfactions with relations to some variables like individual features, price, brand name etc. In this study researcher has focused on the customer of Bhavnagar city and research is carried out by primary data analysis tools like Correlation, study indicates an average satisfactions of customers toward mobile handset users of Samsung. 3. As per the study conducted by Zeithaml, Bitner, and Gremler (2006), customer satisfaction are “beliefs about a service delivery that serve as standard against which performance is done”. Davidow and Uttal (1989) proposed that customer expectation is formed by many uncontrollable factors, which include previous experience with other companies, and their advertising, customers’ psychological condition at the time of service delivery, customer background and values and the images of the purchased product.
4. As per the study conducted by Jonathan, Lee, Janghyuk, Lee, Lawrence and Feick (2001) in their article titled, "The Impact of Switching Costs on the Customer Satisfaction, expectation have analysed that moderating role of switching costs in the customer satisfaction-loyalty link and to identify customer segments and to retain them. Thus the purposes of this paper are to examine the moderating role of switching costs in the customer satisfaction-loyalty link and to identify customer segments and then analyze the heterogeneity in the satisfaction-loyalty link among the different segments. An empirical example based on the mobile phone service market in France indicates support for the moderating role of switching costs. Managerial implications of the results are discussed. RESEARCH METHDOLOGY: A Research design is the arrangement of conditions for collection and analysis of data in a manner that aims to combine relevance to the research purpose with economy in procedure. A Research is purely and simply the frame work and plan for the study that guides the collection and analysis of data. It is a blue print that is followed in completing a study. Research has to proceed systematically in the already planned direction with the help of a number of steps in sequence. To make the research systemized the researcher has to adopt certain methods. The method adopted by the researcher for completing the project is called Research Methodology. I. Research design: The research design used in order to conduct the study is descriptive research study. II. Collection of data: To meet the objectives of the present study primary and secondary data were collected. Primary Data Collection Method It was collected directly from executives and customers. The information collected from executives through personal and direct interview to collect primary data a detail and structured questionnaire was formed to suit the objectives of the study which contain definite and pre determined questions, containing information relating to Nandini milk and its milk products.
Primary data is the data that is collected for the first time by the researcher. The Primary data are collected with specific set of objective to assess the current data. of any variable studied. Primary data is useful only for particular period. Methods of Primary Data Collection The Main four methods used in prima, data collection are: • Questionnaire • Interview • Observation In this study questionnaire method have been used Questionnaire In this method, pre printed list of questions arrange in a sequence which is used by the researcher for collecting data. The questionnaire is filled by the respondents. The questionnaire is considered as the heart of the survey. Secondary data collection method It was used mainly to support the primary data. Secondary data was collected through books, annual reports, significant, literature from the organization and previous reports, magazines, vouchers etc. III. SAMPLE PROCEDURE: ❖ Universe: Karnataka milk federation, Hassan ❖ Population: Customer of KMF with reference to Nandini, Hassan ❖ Sampling unit: Random sample of 100 respondents of KMF with reference to Nandini, Hassan were administered with the questionnaire and responses collected. ❖ Sampling Techniques: The technique is used to collect the data is simple random survey with non probability sampling techniques ❖ Sampling Tool: The tool used to analysis research is Percentage method.