Project presentation on summer internship work

1. A STUDY ON CUSTOMER’S
SATISFACTION TOWARDS PRIDE OF
COWS
PRAFUL UMARKAR
MM1618540

2. Presentation Outline
• Customer Profile
• Company Profile
• Project Overview
• Research Problem, Objectives, Hypothesis
• Research Methodology
• Data Analysis and Interpretation
• Findings
• Recommendations
• Key Learnings and Limitations
• References

3. Customer Profile
Existing
Customers
Customers of
SB road Depot
Major areas are
Aundh, Baner,
Pashan, Model
Colony, Shivaji
Nagar, FC Road
Churn
Customers
Churn customers
of Pune region

4. Company Profile
• Parag Milk Foods Limited was incorporated in 1992
• One of India’s largest private dairies, with processing capacity of 2
million liters per day
• Plants at Manchar in Maharashtra near Pune and Palamner in
Andhra Pradesh
• Largest cow farm in India as well as Asia’s largest cheese plant
• ISO 9000 and AGMARK certified company
• It has five brands under it including Avvataar whey protein

5. Company Profile cont.…
• Pride of Cows is a sister concern of Gowardhan and a brand of Parag Milk
Foods Limited
• India’s most modern dairy firm with a production capacity of 25000 liters
a day
• Equipped with the finest international technology for feeding, milking,
and processing, conforming to international dairy practices

6. Product Profile
UNTOUCHED
UNADULTERATED FARM-TO-HOME
PURE

7. Project Overview
 The task was to create awareness for Pride of Cows’ milk for SB
road depot, Pune
 The responsibilities were to visit existing customers, to conduct
promotional activities, to take follow up of web calling and to
know the reasons affecting customer churn
 Data was collected from the existing customers of SB road depot
and from churn customers of Pune region
 I have taken satisfaction topic for research purpose
 I have added 25 new customers

8. Research Problem
PROBLEM STATEMENT(S)
 Customers were not happy with the services provided by Pride of Cows
 Customers were switching to other brands over Pride of Cows

9. Objectives of the Study
To determine the
satisfaction index of
customers in relation
with product and
services provided by
Pride of Cows
 To identify factors which
affect the customer’s
buying decision for
Pride of Cows
 To identify factors
affecting customer churn
Primary Objective Secondary Objectives

10. Hypothesis
Ho: Factors affecting
the brand choice do
not differ in magnitude
of importance.
H1: Factors affecting
the brand choice differ
in magnitude of
importance.
Ho: There is no
significant association
between satisfaction
and recommendation
H1: There is a
significant association
between satisfaction
& recommendation.

11. Research Methodology
Research Design: Descriptive and Exploratory Research
Primary Data Sources: Survey, Personal Interview, Telephonic
Interview
Secondary Data Sources: Official website, research and
market articles
Research Instrument: Structured Questionnaire
Sampling Method: Convenience Sampling
Sample Size: 119 (existing customers) ; 100 ( churn
customers)
Area : SB road depot Pune.

12. KANO MODEL

13. Data Analysis and
Interpretation

14. Factors n
Extremely
Satisfied
Satisfied Neutral Dissatisfied
Extremely
Dissatisfied
Total
Quality of Product 119 83% 15% 0% 2% 0% 100%
Ease of Packaging 119 78% 15% 2% 5% 0% 100%
Delivery(Time and
Mode)
119 82% 12% 0% 6% 0% 100%
Responsiveness 119 82% 15% 3% 0% 0% 100%
Customer Service 119 82% 16% 0% 2% 0% 100%
Payment Facilities 119 76% 18% 0% 6% 0% 100%
Interpretation
a. Respondents are extremely satisfied with the Quality of the
Product.
b. Respondents are dissatisfied with the Ease of packaging.
c. Respondents are dissatisfied with the delivery.
PERCENTAGE WISE SATISFACTION OF CUSTOMERS

15. CUSTOMER SATISFACTION INDEX
Interpretation
1. Respondents are most satisfied with the Quality of the product
with mean score of 38.20
2. Respondents are dissatisfied with the Payment Facility with
mean score of 36.66
38.20
37
37.33
38.06
37.86
36.66
35.5
36
36.5
37
37.5
38
38.5
WeightedScore
Parameters
Customer Satisfaction Index
Quality of the Product
Ease of use (Packaging)
Delivey (Time and Mode)
Responsiveness
Customer Service
Payment Facility

16. CUSTOMER SATISFACTION SCORE
Interpretation
Existing customers are very much satisfied with the Pride of
Cows.
Customer satisfaction score = No. of Happy Customers
Total no of customers
CSAT Score = (Extremely satisfied customers + Satisfied Customers)
(No. of customers (total respondents)
CSAT Score = (66+44)/(119) = 0.9243

17. LOYALTY LADDER
Advocate – Tells others about you
Client – Feels Belonging
Customer – Bought Again
Prospect – Supplied Details
Suspect – Fits your market

18. NET PROMOTER SCORE
(Net promoter score in %)
2017
Total number of customers who answers to question 119
Total Number of promoters 67
Total Number of detractors 9
Net promoter score 48.7
NPS = (TNP-TND)/ (TNC)
Net Promoter Score = (67-9)/ (119) = .487, 48.7%
Interpretation
Positive NPS (.487) means healthier business. There are
67advocates who will talk positive about Pride of Cows, 9
detractors can be make happy by educating them and providing
best of the services.

19. RELATIONSHIP BETWEEN SATISFACTION AND
RECOMMENDATION
Chi-Square Tests
Value df
Asymp. Sig.
(2-sided)
Pearson Chi-Square 15.803a 6 .015
Likelihood Ratio 16.167 6 .013
Linear-by-Linear
Association
2.835 1 .092
N of Valid Cases 119
Interpretation
This means there is a significant association between satisfaction
and recommendation.
This leads me to conclude that Satisfaction plays vital role in
recommendation of Pride of Cows.
Ho: There is no significant association between satisfaction and recommendation
H1: There is a significant association between satisfaction and recommendation.
Level of significance α =
.05
From the Chi square test
output table,
P = .015, which is less
than α = 0.05
We reject the null
hypothesis

20. MOST INFLUENCING FACTOR FOR CHOOSING PRIDE OF COWS
Table no. 9 Ranks
Mean Rank
Freshness 2.39
Taste 2.86
Quality 3.00
Recommendation 1.74
Interpretation
From the Friedman test rank
table, it can be concluded that
Quality is the most effective
factor responsible for the
brand choice with the mean
rank of 3.00., followed by taste
with mean rank of 2.86.
Table no. 8 Test Statisticsa
N 119
Chi-square 104.319
Df 3
Asymp. Sig. .000
a. Friedman Test
Ho: Factors affecting the brand choice do not differ in magnitude of importance.
H1: Factors affecting the brand choice differ in magnitude of importance.

21. MOST INFLUENCING FACTOR FOR CHOOSING PRIDE OF COWS
Factors
Least
Important
Less
Important
Neutral Important
Most
Important
Weighted
Total
Weighted
Score
Freshness 0 0 0 47 36 368 24.5333333
Taste 0 0 0 24 59 391 26.0666667
Quality 1 0 0 18 64 392 26.1333333
Recommen
dation
43 6 2 8 24 213 14.2
Interpretation
Quality is the most influencing factor (with mean score of 26.13)
for customers to choose Pride of Cows’ milk, customers give least
important to recommendation as mean score is 14.2
Weighted average table

22. WHY DO CUSTOMERS CHURN ?
Reasons
for
customer
churn
Poor
onboarding
experience
Ineffective
customer
service
Weak
relationships
Ignoring
data

23. FACTORS AFFECTING CUSTOMER CHURN
Factors
No. of
churn
Customers
Rise in Price 40
Type of Milk 12
Requirement is
less
6
Relocation 25
Delivery 2
Not suitable 3
Not interested 7
Taste 1
Payment 2
Others 2
0
20
40
RiseinPrice
TypeofMilk
Requirementisless
Relocation
Deliveryissue
Notsuitable
Notinterested
Tasteissue
Paymentissue
Others
40
12
6
25
2 3
7
1 2 2
No.ofcustomers
Factors
Factors affecting customer Churn
Rise in Price
Type of Milk
Requiremen
t is less
Relocation
Delivery
issue
Not suitable
Not
interested
Taste issue
Interpretation
Rise in Price is a major factor which influenced 40 existing customer
to switch to other brands, customers can be retained by
understanding their needs and providing them best of the services.

24. Name of the
Milk Company
No. of users
Provilac 52
Woohoo 15
Urban Farm 22
MOMs 3
Others 8
0
10
20
30
40
50
60 52
15
22
3
8
No.ofUsers
Milk Brands
Switched Brands
Provilac
Woohoo
Urban Farm
MOMs
Others
Interpretation
Provilac is the most preferred milk brand by churn customers,
because it is doing aggressive Marketing and is available in less price
compared to Pride of Cows and with different flavors as well.
BRANDS PREFFERED OVER PRIDE OF COWS

25. Growth rate vs. churn rate
GROWTH RATE
=
Present Value – Past Value
Past Value
= 4650-4100
4650
= 11.82%
CHURN RATE
=
Lost Customers
No. of Customers Initially
= 170
4110
= 4.13%
Source – Internal data base of Pride of Cows

26. How to win back churned customers
 Listen to your customers
 Use the feedback received
 Offer various options
 Know the reason customer left
 Avoid delayed responses
 Offer multi channel customer
support

27. Findings
a) 83% of the customers are extremely satisfied with the
Quality of the Product
b) Though 78% of the customers think that the packaging of the
bottle is very convenient, 5% of the respondents are dissatisfied
with the PET bottle
c) Prompt delivery is a POD of Pride of Cows, however, 6% of them
are dissatisfied with the same, because of some delivery issues.
d) 82% respondents are extremely satisfied with the Customer
service aspect of the Pride of Cows

28. e) 6% of the customers have issues regarding Payment facility,
extra billing amounts and ineffective Mobile app of Pride of
Cows
f) There are 67 brand evangelists of Pride of Cows and most of the
satisfied customers recommend others to use Pride of Cows
g) Quality is the most important influencing factor to choose Pride of
Cows.
h) 40% of churn customers have left purchasing Pride of Cows
because of the rise in Price
i) Provilac is the next most preferred Milk brand over Pride of Cows.
Findings cont..

29. Recommendations
1. Proper invigilation should be done to make prompt delivery
2. Company should aware customers about the benefits of PET bottles
3. Company should measure customer satisfaction on a regular basis
4. The issues regarding payment and billing can be resolved by modifying
and redeveloping their existing mobile app as well as ensuring a
standardized billing method
5. The explanation given to the customers regarding the increase
in price of the product could be more logical and also
provide a greater sense of value to the customers.

30. Suggestions accepted and Implemented
o Along with the promotional activities we should organize
drawing competition for the children of societies to lure their
parents
o We should make a documentary describing the nutritional
benefits of consuming Pride of Cows.
o Print

31. Key Learnings
• Customer relationship management
• Information about milk industry
• Team Management/How to work in a team
• Sales Pitching / How to close a sale
• Organizing promotional activities

32. Limitations
1. Study was limited to SB road, Pune.
2. Time constraint of 45 days.
3. Sample Size was small as respondents were not easily approachable.
4. Permission issue for doing promotional activity.
Future scope of study
1. As the survey was carried out only for SB road Depot Pune region, similar research
can be carried out in other cities as well.
2. Data was collected from limited respondents; similar study can be done for large
number of respondents.
3. Further detailed study can be carried out for churn customers.

33. References
•http://www.prideofcows.com
•http://www.aavinmilk.com/dairyprofile.html
•http://www.prideofcows.com/news/
•http://www.milkproduction.com/Library/Editorial-articles/Milk-quality-in
•http://www.indianmirror.com/indian-industries/dairy.html

34. Work done by me
No. of samples sent 108
No. of references 60
No. of orders 25

35. Thank You