brand preferrence of packaged milk

BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India

SYNOPSIS

A study on brand preference for packaged milk with special reference to

Gandhipuram is a descriptive study aiming at assuming the level of consumer

satisfaction and factors that had influenced the brand preference for packaged milk.

The researchers selected a sample of 150 with stratified random sampling

method. The respondents have enough knowledge to respond the structured

undisguised questionnaire which had both open ended and close ended questions.

The primary data was collected and suitably edited and tabulated using the

simple percentage method. The statistical tool like chi-square test was adopted to test

the association between certain preference and the dominant factors that influence

brand preference for packaged milk in Gandhipuram.

In conclusion, the researchers find the preferred brand of packaged milk and

the factors which made to prefer the particular brand of milk.

1


INTRODUCTION AND DESIGN OF THE STUDY2.1. INTRODUCTION:

Milk is an essential commodity, which is inevitable in our day-to-day life.

Hardly is any human being who does not taste milk through out his life. India being

basically agricultural country milk and dairy products are by-products of several

million agriculturalists. Gone are the days when milk can be purchased only

from milk vendors. In these days when almost all items are sold in readymade forms

in packets and milk is no more exception. It can be purchased at any time from a

grocery shop. It is also good from health point of view as it is purified and the

cholesterol content is removed from it. Several brands are available in the form of

packet milk.

The term “Brand Preference” means the preference of the consumer for one

brand of a product in relation to various other brands of the same product available in

the market. Customer may be buyer or user. Buyer is the person who makes actual or

uses the product or service. The choice of the consumers is revealed by brand

preference. This brand preference is the comparatively investing and a new field of

study. This study “BRAND PREFERENCE FOR PACKAGED MILK WITH

SPECIAL REFERENCE TO GANDHIPURAM AREA” gives a clear picture on

users of packaged milk.

2


2.2. STATEMENT OF THE PROBLEM:

Brand preference is an attempt to understand and predict human action in

buying decision. These actions can play a great role in future market potentials of

packet milk. Dairy industry in India is fast growing and expanding one.

Studies on brand preference for various brands of packet milk will definitely

help in its future growth and development in the right direction. In this project entitled

“Brand preference for packaged milk with special reference to Gandhipuram area”, an

attempt is made to study the brand preference for milk in Gandhipuram area among

consumers.

3


2.3. OBJECTIVES OF THE STUDY:

The objective of the study is to find the brand preference for packet milk

among consumers in Gandhipuram. In the study the researcher aims at analyzing the

following aspects:

1) To find out the brand preference for packet milk in Gandhipuram area among

packet milk consumers.

2) To study the relationship between the various personal factors, such as quality,

quantity, price, advertisement, health, consideration, taste, fat content, packaging

with preference for packet milk.

3) To find out the different factors for preferring the particular brand.

4) To know the sources of information, which provide about packet milk to the

consumers.

5) To know the degree of satisfactions derived by the consumers.

6) To find out the alternative choice of consumers in case of non-availability of their

preferred brand.

7) To find out the awareness of the consumers about the packet milk.

2.4. LIMITATIONS OF STUDY:

The present study is an opinion survey. The analysis has been carried out

based upon the information collected from the respondents. The result of the study

applies more specially to the consumer’s in Gandhipuram are and care has to be

exercised in extending the result to other area.

4


2.5. METHODOLOGY:

This study aims to identify the impact of brand preference on packet milk

among the consumers for its purpose data were collected by survey methods through

questionnaire. This questionnaire contained the questions regarding the size of the

packet and the reasons for preferring that brand of packet milk.

2.5.1. SAMPLING:

Totally 150 respondents have been interviewed and the data have been

collected. The area of study has been restricted to Gandhipuram area totally 150

respondents were selected at random for the purpose of the study.

2.5.2. FRAME WORK OF ANALYSIS:

The study of brand preference for packet milk has been made through

questionnaire method. 150 respondents are selected randomly and were asked to

answer the question based upon their answer the classification of respondents are

done and are analyzed and interpreted. Percentages and chi-square test is used while

analyzing and interpreting the data.

2.5.3. SOURCES OF DATA:

The study is based on primary data only. The required information was

collected through the questionnaire from the consumers directly by interviewing

them.

5


2.5.4. STATISTICAL TOOLS USED:

A simple statistical tool such as percentage, two-way table and chi-square test

is employed for the purpose of analysis of data.

6


2.6. SIGNIFICANCE OF THE STUDY:

Milk is an essential commodity. It cannot be avoided in one’s day-to-day life.

Now a day’s several brands are available in the market as packed milk. Hence it is

interesting to study which brand is widely used by the consumers and the reasons for

selecting a particular brand.

7


INDIAN DAIRY INDUSTRY

3.1. INTRODUCTION:India with 234 million cows and 225 million buffaloes has the largest

population of cattle in the world. Total cattle population in the country as on October

2007 stood as 513 million. More than fifty percent of the buffaloes and twenty percent

of the cattle in the world are found in India and most of these are milk cows and milk

buffaloes.

India’s milk production has increased by 5 percent. The milk production in

India accounts for more than 15 percent of the total world output and 57 percent of the

total Asia’s production. The top five milk producing nations in the world are India,

USA, Russia, Germany and France.

Milk production has grown at a fast pace during the last three decades, milk

yield are:

1) Lack of use of scientific practices in milking.2) Inadequate availability of fodder in all seasons.3) Un-availability of vetenary health services.

3.2. FRESH MILK:Over 50 percent of milk produced in India is buffalo milk and 45 percent is

cow milk. The buffalo milk contribution to total milk produce is expected to be 54

percent in 2005. Buffalo milk has 3.6 percent protein, 7.4 percent fat, 5.5 percent milk

sugar, 0.8 percent cash and 82.7 percent water.

While presently (for the year 2005) the price of buffalo milk is ruling at $ 261-

$313 per metric tone that of cow is ruling at $170-$267 per metric tone. Fresh

pasteurized milk is available in packaged form. However, a large part of milk

consumed in India is not pasteurized, and is sold in loose form by vendors sterilized

milk is scarcely available in India.

Packaged milk can be divided according to fat content as follows:

Whole (full cream) milk – 6 percent fat.

Standardized (toned) milk – 4.5 percent fat.

Doubled toned (low fat) milk – 3 percent fat.

8


Another category of milk, which has no small market, is favoured

milk.

3.3. CONSUMER HABITS AND PRACTICES:Milk has been an integral part of Indian food for centuries. There are regional

disparities in production and consumption also. The per capita availability in north is

278 gm, south 148gm and in the east only 93 person per day.

In India 46 percent of the total milk produced is consumed in liquid form and

47 percent is converted into traditional products like cottage butter, ghee, punier,

khoya, curd, Malay, etc., only 7 percent of the milk goes into production of western

products milk powders, processed butter and processed cheese. The remaining 54

percent is utilized for conversion to milk products.

Still, several consumers in urban areas prefer to buy loose milk from vendors

due to the strong perception that loose milk is fresh. Also the current level of

processing and packaging capacity limits the availability packaged milk. Presently

only 12 percent of the milk market is represented by packaged and branded

pasteurized milk value at about Rs.8,000 crores. Quality of milk sold by unorganized

sector however is inconsistent and so is the price across the season in local areas.

3.4. MARKET SIZE AND GROWTH:Market size for milk (sold in loose or packaged) is estimated to be 36 million

MT valued at Rs.470bn. the milk surplus states in India Uttar Pradesh, Punjab,

Haryana, Rajasthan, Gujarat, Maharashtra, Andhra Pradesh, Karnataka and Tamil

Nadu. The manufacturing of milk products is concentrated in those milk surplus

states. The top 6 states viz. Uttar Pradesh, Punjab, Madhya Pradesh, Rajasthan, Tamil

Nadu and Gujarat together account for 58 percent of national production.

9


MAJOR DAIRY PRODUCT MANUFACTURERSSome of the major dairy products manufacturers in the country.

Company Brands Major productsNestle India Limited Milk maid, Cerelac,

Lactogen, Milo, Eveready.

Sweetened condensed milk, matted

foods, milk and dairy water.

Milk food Limited Milk food Ghee, Ice-cream and other milk

products.Smithkline Beecham

Limited

Horlicks, Maltova, Viva. Malted milk food, ghee, butter,

powdered milk, milk fluid and other

milk based baby foods.

Indian Industries Limited Indiana Condensed milk, skimmed milk

powder, dairy milk whitener, chilled

and processed milk.

Gujarat Co-Operative

Milk marketing

federation limited

Amul Butter, cheese and other milk

products.

H.j. Heinz limited Milk man Flavoured milk, cheese, milk

powder, ghee.Cadbury Bournvita Malted food.

10


3.5. PACKAGING TECHNOLOGY: Milk was initially sold door-to-door by the local milk man. When the dairy co-

operatives initially stated marketing branded milk. It was sold in glass bottles sealed

with foil. Over the years several developments in packaging media have taken place.

In the early 80’s plastic pouches, replaced the bottles. Plastic pouches made

transportation and storage very convenient besides reducing costs.

Milk packet in plastic pouches / bottles have a shelf life of just 1-2 days that

too only if refrigerated. In 1996, Tetra packs were introduced in India. Tetra packs are

aseptic lamination packs made of aluminium, paper, board and plastic. Milk stored in

tetra packs and treated under ultra-High Temperature (UHT) technique can be stored

for four months without refrigeration. Most of the dairy consumer – operatives in

Andhra Pradesh, Tamil Nadu, Punjab and Rajasthan sell milk in tetra packs.

3.6. EXPORT POTENTIAL:India has the potential to become one of the leading players in milk and milk

product exports.

3.7. LOCATIONAL ADVANTAGE:India is located a midst deficit countries in Asia and Africa. Major importers

of milk and milk products are Bangladesh, china, Hong Kong, Singapore, Thailand,

Malaysia, Philippines, Japan, UAE, Oman and other gulf countries are located close

to India.

11


3.8. INDIAN (TRADITIONAL) MILK PRODUCTSThere are large variety of traditional Indian milk products such as

Makkhan – unsalted butter

Ghee – butter oil prepared by heat clarification, for longer shelf life

Kheer – a sweet mix of boiled milk, sugar and rice.

Basundi – Milk and Sugar boiled down till it thickness.

Rabri – Sweetened cream.

Dahi – a type of curd.

LOW COST OF PRODUCTION:Milk production is scale insensitive and labour intensive. Due to low labour

cost, cost of production of concerned in export competitiveness are:

QUALITY:Significant investment has to be made in milk procurement equipments,

chilling and refrigeration facilities. Also training has to be imported to improve the

quality to bring in international standards.

12


ANALYSIS AND INTERPRETATIONS

Introduction:

In this chapter, brand preference for packaged milk among packet milk users

in Gandhipuram area was analyzed. As the first phase of this study, data were

collected from 150 Respondents. In the next phase the information collected from the

Respondents were analyzed regarding the various factors influencing brand

preference like Age, Sex, Occupation, Educational Qualification, Marital Status,

Monthly Income, Size of the Family, Number of Children in the Family and their

preference.

13


Table 4.1

AGE WISE CLASSIFICATION OF RESPONDENTS

S.No Age No. of Respondents Percentage1 Below 20 20 132. 21 - 30 36 243. 31 - 40 40 274. 41 - 50 19 135. above50 35 23Total 150 100

INFERENCE:

Out of 150 respondents, 20 persons belong to the age limit of 20. 36 persons

belong to the age limit of 21 – 30. 40 persons belong to the age limit of 31 – 40, 19

persons belong to the age limit of 41-50, The remaining 35 persons belong to the age

limit of Above 50.

14


CLASSIFICATION OF RESPONDENTS ON THE BASIS OF AGE

20

36

40

35

19

0 10 20 30 40 50

Below 20

21 - 30

31 - 40

41 - 50

above 50

Age G

roup

Number of respondents

15


Sex:

Sex is one of the important factor to determine the level of satisfaction and

brand preference. Most of the females had experienced with the packaged milk. So

the sex wise classification is important to this research.

Table 4.2

SEX WISE CLASSIFICATION OF RESPONDENTS

S.No Gender No. of Respondents Percentage

1 Male 37 25

2. Female 113 75

Total 150 100

INFERENCE:

Out of 150 respondents, 113 persons are Female and the remaining 37 persons are

male.

16


Gender wise classification of respondents

Male, 37

Female, 113

17


TABLE – 4.3

COMPOSITION OF RESPONDENTS ON THE BASIS OF

MARITAL STATUS

S.No Marital Status No. of Respondents Percentage

1 Married 101 67

2. Unmarried 49 33

Total 150 100

INFERENCE:

Out of 150 respondents, 101 persons are belong to the married group, and 49

persons are belong to the unmarried group.

18


Marital status wise classification of respondents

Married, 101

Unmarried, 49

19


Educational qualification:

Educational qualification is influencing the purchase decision of each person.

If they are educated they expect to know about the full details and usage of the

product. It is not so if the consumers are uneducated. The table 4.4 shows the

educational wise classification of the Respondents.

Table – 4.4

EDUCATIONAL QUALIFICATION WISE CLASSIFICATION OF

RESPONDENTS

S.NoEducational

qualification

No. of

RespondentsPercentage

1 Upto HSC 37 25

2. U.G 79 53

3. P.G 29 19

4. Others 5 3

Total 150 100

INFERENCE:

Out of 150 respondents, 29 persons are post graduates, 37 persons belong to “upto HSC” group, 79 persons belong to Graduates and 5 persons belong to other groups.

20


Educational qualification wise classification of Respondents

37

79

29

5

01020304050607080

No. o

f Resp

onde

nts

Upto HSC U.G P.G Others

Educational qualification

21


Table 4.5

OCCUPATION WISE CLASSIFICATION OF RESPONDENTS

S.No Occupation No. of Respondents Percentage

1 Business 18 12

2. Profession 19 13

3. Employed 47 31

4. House Wife 29 19

5. Student 22 15

6. Retired 7 5

7. Agriculture 6 4

8. Others 2 1

Total 150 100

INFERENCE:

Out of 150 respondents, 18 persons are doing Business, 19 persons are Professional

peoples, 47 persons are Employed persons, 29 persons are House wife, 22 persons are

students, 7 persons are retired, 6 persons are agriculturists and 2 persons were others.

22


Occupation wise classification of Respondents

18

29

19

22

47

7

6

2

0 10 20 30 40 50

No. of respondents

Bus iness

Houswife

Profess ion

Students

Em ployee

Retired

Agriculturis t

Others

Occ

upat

ion

23


FAMILY INCOME:

Income is the deciding factor of purchase. The total respondents were

classified on the basis of their family income level

Table – 4.6

COMPOSITION OF RESPONDENTS ON THE BASIS OF THEIR

FAMILY INCOME (PER MONTH)

S.No Family Income No. of Respondents Percentage

1 Less than Rs.5,000 40 27

2. Rs.5,001 – Rs.10,000 45 30

3. More than Rs.10,000 65 43

Total 150 100

INFERENCE:

Out of 150 respondents, 40 persons belong to the income limit of Rs.5000. 45

persons are belong to the income limit of Rs.5,001 to Rs.10,000. The remaining 65

persons are belong to More than Rs.10,000 limit.

24


Family income wise classification of Respondents

More than Rs.10000, 65

Less than Rs.5000, 40

Rs.5001 - Rs. 10000, 45

25


FAMILY SIZE:

Family size is one of the main factor to decide the consumption level of the all

consumable products. In this way the family size wise classification is more

important.

Table – 4.7

COMPOSITION OF THE RESPONDENTS ON THE BASIS OF

FAMILY SIZE

S.NoFamily

SizeNo. of Respondents Percentage

1 2 - 3 63 42

2. 4 – 6 70 47

3. More than 6 17 11

Total 150 100

INFERENCE:

Out of 150 respondents, 63 persons are belong to 2 – 3 family size group, 70 persons

belong to 4 – 6 family size group, the remaining 17 persons belong to More than 6

family group.

.

26


Family size wise classification of Respondents

63

70

17

0 20 40 60 80

2 - 3 members

4 - 6 members

Morthan 6members

No. o

f Fam

ily M

embe

rs

No. of respondents

27


Table – 4.8

COMPOSITION OF THE RESPONDENTS ON THE BASIS OF

CHILDREN IN FAMILY

S.No No. of Children in Family No. of Respondents Percentage

1 One child 107 71

2. 2 children 30 20

3. 3 children 13 9

Total 150 100

INFERENCE:

Out of 150 respondents, 107 persons are belong to One child family group, 30 persons

belong to 2 children family group, the remaining 13 persons belong to 3 children

family group.

28


Classification of Respondents on the basis of the number of children in

family

13

30 1071 children2 children3 children

29


Table – 4.9

COMPOSITION OF RESPONDENTS ON THE BASIS OF THE

BRAND OF MILK PURCHASED BY THEM

S.No Brand Name No. of Respondents Percentage

1 Aavin 68 45

2 Arokya 41 27

3 Aroma 4 3

4 Cowma 14 9

5 Sakthi 11 7

6 Others 12 8

Total 150 100

INFERENCE:

Out of 150 respondents, 68 persons had used Aavin, 41 persons had used

Arokya, 4 persons had used Aroma, 14 persons had used Cowma, 11 persons had

used Sakthi, and remaining 12 persons had used other milk.

30


Consumed Brand wise classification of Respondents

68

41

414 11

12

0

10

20

30

40

50

60

70

Aavin Arokya Aroma Cowma Sakthi OthersBrand Name

31


Table No. 4.10

INFLUENCED FACTOR WISE CLASSIFICATION OF

RESPONDENTS

S.No Factor No. of Respondents Percentage

1 Price 11 72 Quality 62 413 Fat Control 31 214 Taste 24 165 Relatives 8 56 Availability 5 37 Advertisement 2 18 Friends 2 1

9 Health Condition 3 2

10 Doctors 1 111 Others 1 1

Total 150 100

INFERENCE:

Out of 150 respondents, 11 persons belong to Price, 62 persons belong to

Quality, 31 persons belong to Fat control, 24 persons belong to Taste, 8 persons

belong to Relatives, 5 persons belong to Availability, 2 persons belong to

Advertisement, 2 persons belong to Friends, 3 persons belong to Health condition, 1

person belong to Doctors, and the remaining 1 person belong to others as a factor

which had influenced their purchase decision.

32


Factors influenced to Buy the particular Brand of Milk

11

62

31

24

8

5

2

2

3

1

1

0 10 20 30 40 50 60 70

Price

Quality

Fact control

Taste

Relatives

Availability

Advertisement

Friends

Health condition

Docutors

Others

Fact

or

33


Table - 4.11

CLASSIFICATION OF RESPONDENTS ON THE BASIS OF THE

WAY HOW THEY CAME TO KNOW ABOUT THE

PARTICULAR BRAND

S.No Know the Brand through

No. of Respondents Percentage

1 Friends 28 19

2 Doctors 38 25

3 Advertisement 63 42

4 Relatives 11 7

5 Shop Keepers 7 5

6 Others 3 2

Total 150 100

INFERENCE:

Out of 150 respondents, 28 persons know through Friends, 38 persons know

through Doctors, 63 persons know through Advertisement, 11 persons know through

Relatives, 7 persons know through Shop Keepers, and 3 persons know through Others

about the Brand.

34


Way to Know the Particular Brand

28

38

63

11

7

3

0 10 20 30 40 50 60 70

Friends

Doctors

Advertisement

Relatives

Shop keepers

Others

35


Table 4.12


CHANCE TO CHANGE THE BRAND WHEN THEIR FAMILY

INCOME INCREASES

S.No Change the Brand No. of Respondents Percentage

1 Yes 27 18

2 No 123 82

Total 150 100

INFERENCE:

Out of 150 respondents, 27 persons are change their brand and 123 persons are

not change their brand even their family income will increase.

36


Chance to Change the Preferred Brand Frequently

27

123

0

20

40

60

80

100

120

140

Yes No

37


Table – 4.13

CLASSIFICATION OF RESPONDENTS ON THE BASIS OF SIZE

OF THE PACKET THEY HAVE PURCHASED

S.No Size of Package No. of Respondents Percentage

1 250 ml 58 39

2 500 ml 86 57

3 1 litter 6 4

Total 150 100

INFERENCE:

Out of 150 respondents, 58 persons belong to 250ml group, 86 persons belong

to 500ml group, and 6 persons belong to 1 litter group.

38


Packet Size Milk Packet

586

86 250 ml500 ml1 liter

39


Table –4.14

CLASSIFICATION OF RESPONDENTS ON THE BASIS OF

THEIR KNOWLEDGE ABOUT THE MANUFACUTURER NAME

OF PARTICULAR BRAND

S.No Know the manufacturer name


1 Yes 47 31

2 No 103 69

Total 150 100

INFERENCE:

Out of 150 respondents, 47 persons have knowledge about the manufacturer

and 103 persons have no idea about the name of the manufacturer of their preferred

brand.

40


Respondents Knowledge about the Manufacturer Details

47

103

0 20 40 60 80 100 120

Yes

No

41


Table –4.15


SCARCITY OF THEIR PREFERRED MILK IN MARKET

S.No Scarcity of milk No. of Respondents Percentage

1 Yes 43 29

2 No 107 71

Total 150 100

INFERENCE:

Out of 150 respondents, 43 persons belong to Yes group, and 107 persons

belong to No group for the question about Scarcity of their preferred brand.

42


Scarcity of the Preferred Milk in Market

43107

0

20

40

60

80

100

120

Yes No

43


Table – 4.16

THE PREFERRED BRAND OF MILK HAS ENHANCED THE

RICHNESS OF TEA/COFFEE

S.NoEnhances the

richness of Tea/Coffee


1 Yes 110 73

2 No 40 27

Total 150 100

INFERENCE:

Out of 150 respondents, 110 persons said their brand of milk had enhanced the

richness of Tea/Coffee and 40 persons said that No.

44


The milk enhances the richness of Tea / Coffee

YesNo

110

40

0

20

40

60

80

100

120

Table – 4.17

45


CHANGE THE PREFERRED BRAND OF MILK WHEN THEIR

FAMILY INCOME INCREASES

S.NoChange the brand

when family income increases


1 Yes 66 44

2 No 84 56

Total 150 100

INFERENCE:

Out of 150 respondents, 66 persons belong to Yes group, and the remaining 84

persons belong to No group for the question any Future change of brand.

46


Change the brand when the family income level is Increases

Yes

No

66

84

0102030405060708090

47


Table – 4.18

RESPONDENTS ARE CLASSIFIED ON THE BASIS OF THEIR

SATISFACTION LEVEL TOWARDS PRICE

S.No Degree of Satisfaction No. of Respondents Percentage

1 Highly Satisfied 56 37

2 Satisfied 74 49

3 Not-Satisfied 20 13

Total 150 100

INFERENCE:

Out of 150 respondents, 56 persons belong to Highly Satisfied group, 74

persons belong to Satisfied group, and 20 persons belong to Not-Satisfied group.

48


Satisfaction level towards Price

20

74

56

Highly satisfactorySatisfactoryNot Satisfactory

49


Table – 4.19


SATISFACTION LEVEL TOWARDS QUALITY

S.No Degree of Satisfaction



2 Satisfied 56 37


Total 150 100

INFERENCE:


persons belong to Satisfied group, and 45 persons belong to Not-Satisfied.

50


Satisfaction level towards Quality

49

56

45Highly satisfactorySatisfactoryNot Satisfactory

51


Table – 4.20


SATISFACTION LEVEL TOWARDS THE TASTE




2 Satisfied 46 31


Total 150 100

INFERENCE:



52


Satisfaction level towards Taste

54

46

50

42

44

46

48

50

52

54

Highly satisfactory Satisfactory Not SatisfactorySatisfaction level

53


Table – 4.21


SATISFACTION LEVEL TOWARDS PACKAGING




2 Satisfied 41 27


Total 150 100

INFERENCE:


persons belong to Satisfied group, and 39 persons belong to Not-Satisfied.

54


Satisfaction level towards Packaging

70

41

39

0 10 20 30 40 50 60 70

Highly satisfactory

Satisfactory

Not Satisfactory

55


Table – 4.22


SATISFACTION LEVEL TOWARDS ADVERTISEMENT




2 Satisfied 56 37


Total 150 100

INFERENCE:



56


Satisfaction level towards Advertisement

48 56 46

0

10

20

30

40

50

60

Highly satisfactory Satisfactory Not Satisfactory

57


Table – 4.23


REASON TO SELECT OTHER BRAND IN SCARCITY OF

THEIR PREFERRED BRAND OF MILK

S.No Reason to select other brand


1 Same Price 48 32

2 Same taste 15 10

3 Same quality 18 12

4 Same Packaging 27 18

5 No other alternative 42 28

Total 150 100

INFERENCE:

Out of 150 respondents, 48 persons belong to Same price group, 15 persons

belong to Same taste, 18 persons belong to Same Quality, 27 persons belong to same

packaging, 42 persons belong to No other alternative was the reason to select any

other brand.

58


Reason to select the other Brand milk at a time of Scacity of Milk

48

15

18

27

42

0 10 20 30 40 50

Same price

Same packaging

Same taste

Same quality

No otheralternatives

59


Table – 4.24

RESPONDENTS ARE CLASSIFIED ON THE BASIS OF THE

BRAND SUGGESTED TO THEIR FRIENDS OR RELATIVES

S.No Suggested the Brand to friend


1 Yes 113 75

2 No 37 25

Total 150 100

INFERENCE:

Out of 150 respondents, 113 persons had suggested their brand to their friends

and 37 persons had not suggested their brand to their friends.

60


Suggested the brand to their friends and relatives

113

37

0 20 40 60 80 100 120

Yes

No

61


CHI-SQUARE TEST:

Chi-square test is applied to test the goodness of fit, to verify the distribution of

observed data with assumed theoretical distribution. Therefore it is a measure to study

the divergence of actual and expected frequencies; Karl Pearson’s has developed a

method to test the difference between the theoretical (hypothesis) & the observed

value.

Chi – square test (X2) = (O – E)2 / E

Degrees Of Freedom = V = (R – 1) (C -1)

Were,

‘O’ = Observed Frequency

‘E’ = Expected Frequency

‘R’ = Number of Rows

‘C’ = Number of Columns

For all the chi-square test the table value has taken @ 5% level of significance.

62


CHI – SQUARE TEST IS CONDUCTED TO EXTENT THE RELATIONSHIP BETWEEN THE AGE AND LEVEL OF SATISFACTION

Cross Table:

AgeSatisfaction Level

TotalHighly Satisfactory Satisfactory Not

SatisfactoryBelow 20 2 14 4 2021 - 30 3 26 7 3631 - 40 4 25 11 4041 - 50 0 12 7 19abov50 1 27 7 35Total 10 104 36 150

Hypothesis:HO: There is no significant relationship between age and level of satisfaction.

O E O-E (O-E)2 (O-E)2/E2 10.00 -8.00 64.00 6.403 2.40 0.60 0.36 0.154 2.67 1.33 1.78 0.670 1.27 -1.27 1.60 1.2714 104.00 -90.00 8100.00 77.8826 24.96 1.04 1.08 0.0425 27.73 -2.73 7.47 0.2712 13.17 -1.17 1.38 0.104 36.00 -32.00 1024.00 28.447 8.64 -1.64 2.69 0.3111 9.60 1.40 1.96 0.207 4.56 2.44 5.95 1.31

Total 117.05

Degree of freedom - 8Calculated value - 117.05Table value - 12.59

INFERENCE: The calculated value is more than the table value. So, the Null

hypothesis is rejected. Hence, there is a significant relationship between Age and level

of satisfaction.

63


CHI – SQUARE TEST IS CONDUCTED TO EXTENT THE RELATIONSHIP BETWEEN THE OCCUPATION AND LEVEL OF SATISFACTION

Cross Table:

OccupationSatisfaction Level

TotalHighly Satisfactory Satisfactory Not

Satisfactory

Business 1 15 2 18

House wife 3 19 7 29

Profession 2 13 4 19

Students 2 14 6 22

Employee 2 31 14 47

Retired 0 5 2 7

Agriculturist 0 5 1 6

Others 0 2 0 2

Total 10 104 36 150

Hypothesis:HO: There is no significant relationship between occupation and the level of satisfaction.

O E O-E (O-E)2 (O-E)2/E1 1.20 -0.20 0.04 0.033 1.93 1.07 1.14 0.592 1.27 0.73 0.54 0.422 1.47 0.53 0.28 0.192 3.13 -1.13 1.28 0.410 0.47 -0.47 0.22 0.470 0.40 -0.40 0.16 0.400 0.13 -0.13 0.02 0.1315 12.48 2.52 6.35 0.5119 20.11 -1.11 1.22 0.0613 13.17 -0.17 0.03 0.00

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14 15.25 -1.25 1.57 0.1031 32.59 -1.59 2.52 0.085 4.85 0.15 0.02 0.005 4.16 0.84 0.71 0.172 1.39 0.61 0.38 0.272 4.32 -2.32 5.38 1.257 6.96 0.04 0.00 0.004 4.56 -0.56 0.31 0.076 5.28 0.72 0.52 0.1014 11.28 2.72 7.40 0.662 1.68 0.32 0.10 0.061 1.44 -0.44 0.19 0.130 0.48 -0.48 0.23 0.48Total 6.59

Degree of freedom - 14Calculated value - 6.59Table value - 23.68

INFERENCE: The calculated value is less than the table value. So, the Null

hypothesis is accepted. Hence, there is no significant relationship between the

occupation and level of satisfaction.

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FINDINGS, SUGGESTIONS AND CONCLUSIONS

5.1. FINDINGS:

27% of the respondents are in the age group of 31-40 years.

75% of the respondents are female.

67% of the respondents are married.

33% of the respondents are Undergraduates.

31% of the respondents are Employed.

43% of the respondent’s family income is More than Rs.10,000.

47% of the respondents are 4-6 members in family.

70% of respondents have 1 child.

45% of the respondents have used Aavin milk.

41% of the respondents have agreed that the quality is the major influenced

factor to buy the particular brand of milk.

82% of the respondents are not ready to change the brand of milk even their

family income increase.

57% of respondents are buying the 500ml size of packet.

69% of respondents have no knowledge about the name of the manufacturer.

71% of respondents are agrees that there is no scarcity of the preferred brand of

milk.

73% of respondents are agrees that their preferred brand enhances the richness of

tea / coffee.

56% of respondents were not ready to change their brand while the family

income increases.

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49% of respondents were satisfied with their brand price.

37% of respondents were satisfied with their brand quality.

36% of respondents were highly satisfied with their brand taste.

47% of respondents were highly satisfied with their brand packaging.

37% of respondents were satisfied were satisfied with their brand advertisement.

32% of respondents select the other brand due to the same price.

75% of respondents recommend their brand to their friends and relatives.

The analysis of the survey revealed that there is a significant relationship

between Age and level of satisfaction.

The analysis of the survey revealed that there is no significant relationship

between occupation and level of satisfaction.

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5.2. SUGGESTIONS:Based upon the study conducted, the following are the suggestions made to

improve the packet milk :

1. Price should be minimized. The price is the important criteria while selecting

the particular brand.

2. Taste plays an important role for using the preferred brand. So all the

companies should concentrate on the Taste and quality of the milk.

3. Most of the respondents come to know about the product through

advertisement. So the companies may give maximum important to the

advertisement, it may increase the knowledge of the product.

4. Majority of the respondents says that the quality of the product will makes

them to purchase the product consistently. So the companies should consider

the quality of the product.

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5.3. CONCLUSIONMilk is a very essential daily using commodity. Milk is useful to all the group

of members. In Gandhipuram the packaged milk is widely used and liked by the

respondents. From this study the researcher conclude that the packaged milk is more

preferable than the vendor milk in Gandhipuram. Aavin milk was preferred by

majority of the respondents.

*****

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BIBLIOGRAPHY

PHILIP KOTLER : “MARKETING MANAGEMENT”PRENTICE HALL OF INDIA (P) LTD,NEW DELHI.

S.A.SHERLAEKAR : “MARKETING MANAGEMENT”HIMALAYA PUBLISHING HOUSE,MUMBAI.

S.C.GUPTAV.K.KAPOOR : “FUNDAMENTALS OF APPLIED

STATISTICS”SULTAN CHAND & SONS,NEW DELHI.

INTERNET SOURCE : www.indiandairyindustry.com www.google.com

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http://www.google.com/

http://WWW.INDIANDAIRYINDUSTRY.COM/


A STUDY ON BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIALLY REFERENCE TO GANDHIPURAM TOWN

I. Personal profile:1.1 Age :

1.2 Gender : Male Female

1.3 Marital Status : Married Unmarried1.4 Educational Qualification : Upto HSC P.G.

U.G. Others (Specify)1.5 Occupation : Business House Wife

Profession Student Employee

RetiredAgriculturist Others (Specify)

1.6 Family income (per month) : Less than Rs.5,000Rs.5,001 - Rs.10,000

More than Rs.10,0001.7 Family Members : 2 – 3 4 – 6 More than 6

1.8 Children in family :

II. Brand Preference:

2.1 Which Brand is usually consumed in your family?Aavin Arokya

AromaCowma Sakthi

Others

2.2 If you use more than one brand of milk during a period mention the brands and reasons.

Brand Reason a)b)c)d)

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2.3 Which of the following factor(s) influence(s) you to choose this brand?Price Quality Fat controlTaste Relatives

AvailabilityAdvertisement Friends Health

conditionPackaging Doctors Others

(Specify)

2.4 How did you know this brand?Friends Doctors

AdvertisementRelatives Shop keepers Others

(Specify)

2.5 a) Have your ever changed your brand? Yes No b) If yes, mention the reason:

Price raise Improper packagingLack of availability More fat controlPoor taste Others (specify)Poor quality

2.6 Which size of packer do you prefers?250 ml 500 ml 1 liter

2.7 a) Do you know the name of the manufacture of your preferred brand?Yes No

2.8 Have you ever had the scarcity of milk in the market?Yes No

2.9 a) In case of non-availability of your preferred brand, what will be your next best

alternative choice?

2.10 Do you feel that your preferred brand of the milk enhances the richness of Tea / Coffee?

Yes No

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2.11 Will you change the brand if your family income level is increases?

Yes No

2.12 State the degree of satisfaction in the following:

S.No. CharacteristicsHighly

SatisfactorySatisfactory

Not Satisfactory

1.

2.

3.

4.

5.

Price

Quality

Taste

Packaging

Advertisement

2.13 Mention the reasons for selecting the next brand:Same price Same packagingSame taste No other AlternativeSame Quality

2.14 Have you ever suggested your preferred brand of milk to your friends or

relatives?

Yes No

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brand preferrence of packaged milk

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