SYNOPSIS FOR RESEARCH PROJECT REPORT

(BBA-605)

On

TO STUDY AND IDENTIFY CUSTOMER

SATISFACTION LEVEL FOR AMUL PRODUCT IN
CHINHAT AREA OF LUCKNOW

Towards partial fulfillment of

Bachelor of Business Administration (BBA)
(BBD University, Lucknow)

Submitted to: Submitted by:

Ms. Ragini Mam Ajit Kumar

Roll No. 1140671015

Session 2016-2017
School of Management
Babu Banarasi Das University
Sector I, Dr. Akhilesh Das Nagar, Faizabad Road, Lucknow (U.P.) India
1. TOPIC:

TO STUDY AND IDENTIFY CUSTOMER SATISFACTION LEVEL FOR

AMUL PRODUCT IN CHINHAT AREA OF LUCKNOW

2. INTRODUCTION & REVIEW OF LITERATURE:

Customer satisfaction is a term frequently used in marketing. While it's often abbreviated as

CSAT, it is more correct to abbreviate it as CSat. It is a measure of how products and services

supplied by a company meet or surpass customer expectation. Customer satisfaction is defined as

"the number of customers, or percentage of total customers, whose reported experience with a

firm, its products, or its services (ratings) exceeds specified satisfaction goals."In a survey of

nearly 200 senior marketing managers, 71 percent responded that they found a customer

satisfaction metric very useful in managing and monitoring their businesses.

Amul is the name of a dairy cooperative in India. Derived from the Sanskrit word "Amulya,"

Amul means invaluable.

Formed in 1946, it is a brand name managed by an Indian cooperative organization, Gujarat Co-

operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by 3.03

million milk producers in Gujarat, India.

Amul is based in Anand, Gujarat and has been a successful example of cooperative

organization. Amul spurred the White Revolution in India which in turn made India the largest

producer of milk and milk products in the world. It is also the world's largest vegetarian cheese

brand.
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