International Journal of Research in Marketing Management and Sales 2024; 6(2): 115-119

E-ISSN: 2663-3337
P-ISSN: 2663-3329
www.marketingjournal.net A study on customer’s satisfaction towards milk and
IJRMMS 2024; 6(2): 115-119
Received: 03-07-2024 milk products in Kerala, India
Accepted: 11-08-2024

Priyanka D Priyanka D
Guest lecturer,
College of Dairy Science and
Technology, Kerala Veterinary DOI: https://doi.org/10.33545/26633329.2024.v6.i2b.181
and Animal Sciences
University, Kaimanam, Abstract
Thiruvananthapuram, Kerala, Customer satisfaction is a measure of how well a company’s products and services meet customers’
India expectations. customer satisfaction is important for gaining customer loyalty, repeat purchases,
customer life time value and new customer acquisition. In this present decade, companies have gained
better understanding of the importance of customer satisfaction and adopted it as a high priority
operational goal. This study was carried out in lines of the objectives; to know the purchase behaviour
and factors considered by customers before purchase of selected dairy products also to find out the
perceived importance of attributes responsible for satisfaction and performance after use and to know
the process of problem redresses adopted by consumers and feedback mechanism from dairy. The
paper attempts to identify the satisfaction of customers towards milk and milk products in Kerala.
Based on extensive literature review, factors affecting customer satisfaction were identified and
questionnaire was prepared. The study is based on primary data from hundred and fifty customers
collected through questionnaire, personal interview and secondary data collected from journals,
company reports, magazines etc. From the study, it is found that most of the customers are satisfied of
the milk and milk products in Kerala.

Keywords: Customer satisfaction, purchase behaviour, customer loyalty, demographic characteristics

1. Introduction
Kerala presents a significantly emerging dairy market in India. In 2023, the Kerala dairy
market attained a volume of nearly 2.2 billion litres. Within the state, milk production
primarily consists of cow milk and buffalo milk. Cow milk is expected to be one of the
leading product segments in the market. The key trends guiding the market include the
introduction of favourable government initiatives to support rural milk producers, the
increasing investments in dairy production by private companies, and the rising demand for
premium and value-added dairy products among affluent customers. The dairy market in
Kerala on the basis of product type is divided into liquid milk, ghee, curd, paneer, ice cream,
table butter, skimmed milk powder, frozen/flavoured yoghurt, fresh cream, lassi, butter milk,
cheese, flavoured milk, UHT milk, dairy whitener, sweet condensed milk, infant food. Some
of the fastest growing segments in the market include frozen/flavoured yoghurt, UHT milk,
cheese, and flavoured milk. The key players in the Kerala dairy market include Kerala Co-
operative Milk Marketing Federation Limited, Sapins Farm Products Private Limited, Aroma
Milk Products and Muralya Dairy Products Private Limited. The dairy market in Kerala is
being driven by the various untapped opportunities that the regional industry offers, which
has attracted a number of private companies and investors. The market is further aided by the
several initiatives the government of India is taking to help develop the dairy sector by
Corresponding Author: providing support to the rural milk producers and milk cooperatives. Some of the initiatives
Priyanka D include dairy development schemes in Kerala and the setting up of dairy farmers’ welfare
Guest lecturer, fund board within the state.
College of Dairy Science and The hectic lifestyles of consumers, increasing working population, and growing health
Technology, Kerala Veterinary
and Animal Sciences
consciousness have led to a rising trend towards the healthy and ready-to-eat dairy products.
University, Kaimanam, Apart from this, a huge number of affluent customers in Kerala who prefer value-added and
Thiruvananthapuram, Kerala, premium dairy products have further enhanced the growth of the organised dairy sector in
India the region. These factors are also expected to booster the market growth in the coming years.

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2. Literature Review among business life. It can be said that if a company wants
According to Diller (2000) [7], Customer satisfaction and to survive in this competitive environment customer
loyalty are related. Customers are loyal to the company only satisfaction should be given due importance. Organizations
if they are satisfied with the product and service. Customer which want to meet customers' expectations should use this
loyalty and brand royalty are interrelated, implying the marketing tool properly. This paper has aimed to illustrate
strength for a particular product in service. the importance of customer satisfaction and customer
Dr Dash Ganesh (2013) [8], in his study done to determine satisfaction measurement.
consumer buying behaviour of dairy product users in Jaipur
city, has mentioned the importance of cooperatives in the 3. Statement of the Problem
dairy industry. Cooperatives have existed as dominant forms The key players in the Kerala dairy market include MILMA,
of organization in the dairy industry around the world. Sapins Farm Products Private Limited, Aroma Milk
Sometimes, they have played the role of developing infant Products and Muralya Dairy Products Private Limited.
industry while at other times they have been used to Almost 30 other players have entered the market in the last
strengthen weak production bases in an environment where 2 decades. Divided market share and customer loyalty are
market failures tend to be higher for marginal producers. the major problems that various brands are facing right now.
The Gujarat Cooperative Milk Marketing Federation The purpose of this study is to understand on what
(GCMMF) or AMUL and Rajasthan Cooperative Dairy parameters does customers purchase and also their
Federation (RCDF) or SARAS in India, are the examples of preference towards various brands and what motivates
how to develop a network of firms in order to overcome the customers to buy milk and milk products.
complexities of a large yet fragmented market like those in
emerging economies by creating value for suppliers as well 4. Objectives of the Study
as the customers. To study the impact of demographic characteristics of
According to Fornell (1992) [9], Customer satisfaction can be consumers on their purchase behaviour.
defined as the overall evaluation of the purchase and To understand the factors that influence consumers’
consumption experience, which focuses on perceived satisfaction towards milk and milk products.
product or service performance compared with the pre- To know the level of consumers’ satisfaction towards milk
purchase expectation. and milk products.
According to Alireza Shirania, Habibollah Danaeib and To know the reasons for the consumers switching over to
Anahita Shirvanic, (2014) [10], there were positive and products of other brands.
meaningful relationship between price, quality, distribution,
trust and expectations on one side and producers’ 5. Scope of the Study
satisfaction from suppliers. Also price, quality, distribution, This study aims to investigate the customers’ awareness and
trust, expectations and conflict had meaningful impact on satisfaction towards milk and milk products of various
customer satisfaction. The effects of the first five variables brands in Kerala. The study has focused on identifying the
were positive and that of conflict was negative on customer factors that influence the customers’ satisfaction towards
satisfaction. milk and milk products.
From the study conducted by Lech Niezurawski he realised
the fact that the recognition of customers’ needs will make it 6. Research Methodology
possible to provide them with a product which will fully 6.1 Sample size: This study used Field survey method to
meet their expectations. The main thing that the client collect primary data from 150 respondents from different
focuses is on the product’s attributes. A satisfied purchaser districts of Kerala.
becomes a loyal client and will tell his friends about his
positive experience with the product and will recommend 6.1.1 Sampling Technique: The sampling design used in
others to purchase the product. the study was non-probability sampling. Convenience
Ilir Kapaj and Dr. Ana Mane Kapaj on their research on sampling techniques are used for collecting the data.
Household Consumption of Dairy Products in the State of
Albania. They studied the behaviour of consumers in 6.1.2 Tools for data analysis
Albania. The idea that motivated this research is that before Data collected through questionnaire were presented in a
any course of action supporting the domestic milk master table. From the master table, sub table was prepared.
production industry can be undertaken, it was of utmost For analysis and interpretation of the data simple statistical
importance to know what consumers want. The consumers' tools like percentage analysis, chi-square test, one way
demand for milk must be satisfied by the milk producers in ANOVA were used.
order to remain competitive. According to Emrah Cengiz
customer satisfaction plays a vital role in every organization 6.1.3 Data Analysis

Table 1: Profile of the Respondents

Sl. No. Factors Category No. of respondents Percentage
Male 50 33.3
1. Gender
Female 100 66.7
Below 20 years 16 10.7
2. Age 20-40 years 92 61.3
40-60 years 42 28
3. Marital status Married 120 80
Unmarried 30 20
4. Occupation Students 25 16.7

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Home maker 10 6.7

Self -employed 18 12
Employee 97 64.7
Below 20000 35 23.3
20000-40000 98 65.3
5. Family monthly income 40000-60000 10 6.7
Above 60000 7 4.7
Total 150 100

The above table depicts that 66.7% of the respondents are 64.7% of them are employees. Majority 65.3% of them are
female. Majority 61.3% of the respondents are between 20- earning between Rs. 20000-40000.
40 years. Majority 80% of them are married. Majority

Table 2: Brand of Milk Products Used by Customers

Sl. No. Brand Frequency Percentage
1. MILMA 98 65.3
2. Muralya 24 16
3. Sapins 20 13.3
4. Others 8 5.3
Total 150 100

The above table depicts that 65.3% of the respondents are them are using milk and milk products of Sapins,5.3% of
using milk and milk products of Milma, 16% of the them them are using milk and milk products of other brands.
are using milk and milk products of Muralya, 13.3% of

Table 3: Reason for Preferring the Milk Brand

Sl. No. Reason for preferring the milk brand Frequency Percentage
1. Price 42 28
2. Quality 40 26.6
3. Brand value and trust 30 20
4. Ease of availability 20 13.3
5. Customer loyalty 18 12
Total 150 100

The above table depicts that 28% of the respondents are particular milk brand due to its brand value and trust.13.3%
preferring a particular milk brand due to its price, 26.6% of of the respondents are preferring a particular milk brand due
the respondents are preferring a particular milk brand due to to its ease of availability.12% of the respondents are
its quality, 20% of the respondents are preferring a preferring a particular milk brand due to customer loyalty.

Table 4: Respondents Willingness to Buy Products of Other Brands at Times of Stock out
Sl. No. Willingness to buy products of other brands Frequency Percentage
1. Yes 88 58.6
2. No 62 41.3
Total 150 100

The above table depicts that 88% of the respondents are and 62% of the respondents are not willing to buy products
willing to buy products of other brands at times of stock out of other brands at times of stock out.

Table 5: Respondents Awareness towards Homogenization and Pasteurization Process

Sl. No. Awareness towards homogenization and pasteurization process Frequency Percentage
1. Yes 49 32.6
2. No 101 67.3
Total 150 100

The above table depicts that 67.3% of the respondents are and 32.6% of the respondents are aware about
not aware about homogenization and pasteurization process homogenization and pasteurization process.

Table 6: Respondents level of satisfaction towards milk and milk products

Sl. No. Level of satisfaction Frequency Percentage
1. Satisfied 137 91.3
2. Neutral 8 5.3
3. Dissatisfied 5 3.3
Total 150 100

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The above table depicts that 91.3% of the respondents are satisfaction with respect to age of customers.
satisfied towards milk and milk products and 5.3% of the
respondents are neutral towards milk and milk products and Table 7: Respondents Level of Satisfaction and Age Groups
3.3% of the respondents are dissatisfied towards milk and Age groups
milk products. Satisfaction level
<20 Years 20-40 40-60
Satisfied 13 88 38
6.2 One-Way ANOVA
 H0: There is no significant difference in customer Neutral 2 3 2
satisfaction with respect to age of customers. Dissatisfied 1 1 2
 H1: There is significant difference in customer Total 16 92 42

Table 8: ANOVA Table

Sources of variation Sum of Squares Degree of Freedom Mean Squares F Value Table Value
Between groups 1470 2 735
Within groups 5410 6 901.6 8.024 5.14
Total 6880 8

Table 9: Gender and Level of Customer Satisfaction

Term Degree of freedom Level of significance P- Value Chi- square Value Remarks
Pearson Chi-square 2 0.05 5.991 1.49 Accepted

The chi-square test reveals that the calculated value of chi- significant relationship between gender and level of
square is less than P Value and hence the null hypothesis is customer satisfaction.
accepted. Therefore it is concluded that there is no

Table 10: Age and Level of Customer Satisfaction

Term Degree of freedom Level of significance P- Value Chi- square Value Remarks
Pearson Chi-square 4 0.05 9.488 5.06 Accepted

The chi-square test reveals that the calculated value of chi- significant relationship between age and level of customer
square is less than P Value and hence the null hypothesis is satisfaction.
accepted. Therefore it is concluded that there is no

Table 11: Marital Status and Level of Customer Satisfaction

Term Degree of freedom Level of significance P- Value Chi- square Value Remarks
Pearson Chi-square 2 0.05 5.991 12.22 Rejected

The chi-square test reveals that the calculated value of chi- relationship between marital status and level of customer
square is greater than P Value and hence the null hypothesis satisfaction.
is rejected. Therefore, it is concluded that there is significant

Table 12: Occupation and Level of Customer Satisfaction

Term Degree of freedom Level of significance P- Value Chi- square Value Remarks
Pearson Chi-square 6 0.05 12.592 22.8 Rejected

The chi-square test reveals that the calculated value of chi- relationship between occupation and level of customer
square is greater than P Value and hence the null hypothesis satisfaction.
is rejected. Therefore it is concluded that there is significant

Table 13: Family income and Level of Customer Satisfaction

Term Degree of freedom Level of significance P- Value Chi- square Value Remarks
Pearson Chi-square 6 0.05 12.592 4.98 Accepted

Here F value is greater than table value. Hence the null and level of customer satisfaction.
hypothesis is rejected. Therefore it is concluded that there is
significant difference in customer satisfaction with respect The chi-square test reveals that the calculated value of chi-
to age. square is less than P Value and hence the null hypothesis is
accepted. Therefore, it is concluded that there is no
6.3 Chi-Square Tests significant relationship between family income and level of
6.3.1 Gender customer satisfaction.
 H0: There is no significant relationship between gender
and level of customer satisfaction. 7. Findings of the study
 H1: There is significant relationship between gender The majority (66.7%) of the respondents belongs to the

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category of female. The majority (61.3%) of the respondents

belongs to the age group of 20-40 years. The majority (80%)
of the respondents are married. The majority (64.7%) of the
respondents are employees. The majority (65.3%) of the
respondents are earning between Rs. 20000-40000.The
majority (65.3%) of the respondents are using milk and milk
products of Milma. The majority (28%) of the respondents
are preferring a particular milk brand due to its price. The
majority (88%) of the respondents are willing to buy other
milk brands at times of stock out. The majority (67.3%) of
the respondents are not aware about homogenization and
pasteurization process. The majority (91.3%) of the
respondents are satisfied with milk and milk products in
Kerala.

8. Conclusion
Dairy products play a crucial role in the day-to-day diet of
customers and offer several health benefits. This research
identifies the influencing factors of customer satisfaction
and measured the level of satisfaction towards milk and
milk products in Kerala. The study reveals that the majority
of respondents are satisfied with the milk and milk products
available in Kerala.

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