ANALYSING CUSTOMER SATISFACTION AND PERSPECTIVE OF SUDHA MILK OVER AMUL MILK

Abstract

The Bihar state milk co-operative federation ltd. is a dairy cooperative, which was setup in 1983 as designated body of the government of Bihar, India. Currently it sells its goods under the name of Sudha Dairy. Bihar state milk co-operative functions in procurement, processing and transportation of the dairy goods to different areas under the same umbrella. In the year 2015-16, the daily average procurement has reached up to 900000 liters in Bihar and has currently over 98% of the market share of dairy products. Amul’s milk was launched in Bihar in 2017. In financial year 2020, Amul reported a sales turnover of above 385 billion, an increase of 28% compared to 2019. Even though Amul is the biggest brand in dairy products in India with more than fifty percent market share was unable to capture the market share of Bihar. The title itself hints the purpose of the study to investigate the consumers level of satisfaction and their preference. To fulfill the purpose of the study, a number of dimensions were identified for understanding the perception of the customers and for taking input from various customers on their experience. These dimensions were identified unofficially and through the process of unstructured interview with major consumers of the product. The sampling technique was convenience sampling. Then the primary data on these dimensions were collected through a self- administered structured questionnaire. The questionnaire developed for this study identified the satisfaction level of the consumers, reasons for using the product and reasons for not using competitor’s product.