Brand Preferrence Of Packaged Milk
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BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., 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
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
INTRODUCTION AND DESIGN OF THE STUDY 2.1. 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.
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BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
2.2.
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
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
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
OBJECTIVES OF THE STUDY:
2.3.
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
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
2.5.
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
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
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
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
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
2.6.
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
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
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
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.
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BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
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
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
MAJOR DAIRY PRODUCT MANUFACTURERS
Some of the major dairy products manufacturers in the country. Company Nestle India Limited
Milk food Limited Smithkline
Brands Milk
maid,
Major products Cerelac, Sweetened condensed milk, matted
Lactogen, Milo, Eveready.
foods, milk and dairy water.
Milk food
Ghee, Ice-cream and other milk
Beecham Horlicks, Maltova, Viva.
Limited
products. 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 Milk
Co-Operative Amul
Butter,
marketing
cheese
and
other
milk
products.
federation limited H.j. Heinz limited
Milk man
Flavoured
Cadbury
Bournvita
powder, ghee. Malted food.
10
milk,
cheese,
milk
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
3.5. PACKAGING TECHNOLOGY: Milk was initially sold door-to-door by the local milk man. When the dairy cooperatives 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.
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BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
3.8. INDIAN (TRADITIONAL) MILK PRODUCTS There 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.
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BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
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.
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BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
Table 4.1 AGE WISE CLASSIFICATION OF RESPONDENTS S.No 1 2. 3. 4. 5. Total
Age Below 20 21 - 30 31 - 40 41 - 50 above50
No. of Respondents 20 36 40 19 35 150
Percentage 13 24 27 13 23 100
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.
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BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
CLASSIFICATION OF RESPONDENTS ON THE BASIS OF AGE
35
above 50
Age Group
41 - 50
19
31 - 40
40
21 - 30
36
Below 20
20 0
10
20
30
Number of respondents
15
40
50
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
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
150
100
Total
INFERENCE: Out of 150 respondents, 113 persons are Female and the remaining 37 persons are male.
16
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
Gender wise classification of respondents
Male, 37
Female, 113
17
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
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
150
100
Total
INFERENCE: Out of 150 respondents, 101 persons are belong to the married group, and 49 persons are belong to the unmarried group.
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BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
Marital status wise classification of respondents
9 d, 4 e i r ar Unm
101 , d rrie Ma
19
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
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.No
Educational
No. of
qualification
Respondents
Percentage
1
Upto HSC
37
25
2.
U.G
79
53
3.
P.G
29
19
4.
Others
5
3
150
100
Total
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
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
Educational qualification wise classification of Respondents
No. of Respondents
79 80 70 60 50 40 30 20 10 0
37
29 5
Upto HSC
U.G
P.G
Educational qualification
21
Others
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
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
150
100
Total
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
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
Occupation wise classification of Respondents
2
Others
6
Agriculturis t
7
Occupation
Retired
47
Em ployee
22
Students
19
Profes s ion
29
Hous wife
18
Bus ines s
0
10
20
30
No. of respondents
23
40
50
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
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
150
100
Total
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
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
Family income wise classification of Respondents
Less than Rs.5000, 40 More than Rs.10000, 65
Rs.5001 - Rs. 10000, 45
25
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
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 Family S.No
No. of Respondents
Percentage
Size 1
2-3
63
42
2.
4–6
70
47
3.
More than 6
17
11
150
100
Total
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
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
Family size wise classification of Respondents
No. of Family Members
Morthan 6 members
17
4 - 6 members
70
2 - 3 members
63
0
20
40 No. of respondents
27
60
80
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
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
150
100
Total
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
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
Classification of Respondents on the basis of the number of children in family
13 107
30
1 children 2 children 3 children
29
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
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
150
100
Total
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
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
Consumed Brand wise classification of Respondents
70 60
68
50 40 41
30 20
4
10
14
11
12
0 Aavin
Arokya
Aroma
Cowma
Brand Name
31
Sakthi
Others
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
Table No. 4.10
INFLUENCED FACTOR WISE CLASSIFICATION OF RESPONDENTS S.No
No. of Respondents 11 62 31 24 8 5 2 2
Factor
1 2 3 4 5 6 7 8
Price Quality Fat Control Taste Relatives Availability Advertisement Friends
9
Health Condition
10 11
Doctors Others
Total
Percentage 7 41 21 16 5 3 1 1
3
2
1 1 150
1 1 100
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
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
Factor
Factors influenced to Buy the particular Brand of Milk
Others
1
Docutors
1
Health condition
3
Friends
2
Advertisement
2
Availability
5 8
Relatives
24
Taste Fact control
31
Quality
62 11
Price 0
10
20
30
33
40
50
60
70
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
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
150
100
Total 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
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
Way to Know the Particular Brand
3
Others
7
Shop keepers
11
Relatives
63
Advertisement
38
Doctors 28
Friends 0
10
20
30
35
40
50
60
70
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
Table 4.12
CLASSIFICATION OF RESPONDENTS ON THE BASIS OF THE 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
150
100
Total 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
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
Chance to Change the Preferred Brand Frequently
140
123
120 100 80 60 40
27
20 0 Yes
No
37
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
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
150
100
Total 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
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
Packet Size Milk Packet
6 58
86
250 ml 500 ml 1 liter
39
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
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
No. of Respondents
Percentage
1
Yes
47
31
2
No
103
69
150
100
Total 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
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
Respondents Knowledge about the Manufacturer Details
103
No
47
Yes
0
20
40
60
41
80
100
120
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
Table –4.15
CLASSIFICATION OF RESPONDENTS ON THE BASIS OF THE SCARCITY OF THEIR PREFERRED MILK IN MARKET
S.No
Scarcity of milk
No. of Respondents
Percentage
1
Yes
43
29
2
No
107
71
150
100
Total 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
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
Scarcity of the Preferred Milk in Market
120 100 80 60 107 40
43
20 0 Yes
No
43
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
Table – 4.16
THE PREFERRED BRAND OF MILK HAS ENHANCED THE RICHNESS OF TEA/COFFEE
S.No
Enhances the richness of Tea/Coffee
No. of Respondents
Percentage
1
Yes
110
73
2
No
40
27
150
100
Total 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
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
The milk enhances the richness of Tea / Coffee
120 100 80 60
110
40 40
20 0 Yes
No
Table – 4.17
45
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
CHANGE THE PREFERRED BRAND OF MILK WHEN THEIR FAMILY INCOME INCREASES
S.No
Change the brand when family income increases
No. of Respondents
Percentage
1
Yes
66
44
2
No
84
56
150
100
Total 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
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
Change the brand when the family income level is Increases
90 84
80 66
70 60 50 40 30 20 10 0 Yes
No
47
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
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
150
100
Total 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
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
Satisfaction level towards Price
20 56
74
49
Highly satisfactory Satisfactory Not Satisfactory
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
Table – 4.19
RESPONDENTS ARE CLASSIFIED ON THE BASIS OF THEIR SATISFACTION LEVEL TOWARDS QUALITY
S.No
Degree of Satisfaction
No. of Respondents
Percentage
1
Highly Satisfied
49
33
2
Satisfied
56
37
3
Not-Satisfied
45
30
150
100
Total INFERENCE:
Out of 150 respondents, 49 persons belong to Highly Satisfied group, 56 persons belong to Satisfied group, and 45 persons belong to Not-Satisfied.
50
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
Satisfaction level towards Quality
45
49
56
51
Highly satisfactory Satisfactory Not Satisfactory
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
Table – 4.20
RESPONDENTS ARE CLASSIFIED ON THE BASIS OF THEIR SATISFACTION LEVEL TOWARDS THE TASTE
S.No
Degree of Satisfaction
No. of Respondents
Percentage
1
Highly Satisfied
54
36
2
Satisfied
46
31
3
Not-Satisfied
50
33
150
100
Total INFERENCE:
Out of 150 respondents, 54 persons belong to Highly Satisfied group, 46 persons belong to Satisfied group, and 50 persons belong to Not-Satisfied group.
52
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
Satisfaction level towards Taste
54 52 54 50 48
50
46
46
44 42 Highly satisfactory
Satisfactory Satisfaction level
53
Not Satisfactory
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
Table – 4.21
RESPONDENTS ARE CLASSIFIED ON THE BASIS OF THEIR SATISFACTION LEVEL TOWARDS PACKAGING
S.No
Degree of Satisfaction
No. of Respondents
Percentage
1
Highly Satisfied
70
47
2
Satisfied
41
27
3
Not-Satisfied
39
26
150
100
Total INFERENCE:
Out of 150 respondents, 70 persons belong to Highly Satisfied group, 41 persons belong to Satisfied group, and 39 persons belong to Not-Satisfied.
54
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
Satisfaction level towards Packaging
39
Not Satisfactory
41
Satisfactory
70
Highly satisfactory 0
10
20
55
30
40
50
60
70
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
Table – 4.22
RESPONDENTS ARE CLASSIFIED ON THE BASIS OF THEIR SATISFACTION LEVEL TOWARDS ADVERTISEMENT
S.No
Degree of Satisfaction
No. of Respondents
Percentage
1
Highly Satisfied
48
32
2
Satisfied
56
37
3
Not-Satisfied
46
31
150
100
Total INFERENCE:
Out of 150 respondents, 48 persons belong to Highly Satisfied group, 56 persons belong to Satisfied group, and 46 persons belong to Not-Satisfied group.
56
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
Satisfaction level towards Advertisement
60
50
40 30
20
48
56
46
10
0 Highly satisfactory
Satisfactory
57
Not Satisfactory
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
Table – 4.23
CLASSIFICATION OF RESPONDENTS ON THE BASIS OF THE REASON TO SELECT OTHER BRAND IN SCARCITY OF THEIR PREFERRED BRAND OF MILK S.No
Reason to select other brand
No. of Respondents
Percentage
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
150
100
Total 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
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
Reason to select the other Brand milk at a time of Scacity of Milk
No other alternatives
42 27
Same quality 18
Same taste 15
Same packaging
48
Same price 0
10
20
59
30
40
50
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
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
No. of Respondents
Percentage
1
Yes
113
75
2
No
37
25
150
100
Total 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
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
Suggested the brand to their friends and relatives
37
No
113 Yes
0
20
40
60
61
80
100
120
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
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
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
CHI – SQUARE TEST IS CONDUCTED TO EXTENT THE RELATIONSHIP BETWEEN THE AGE AND LEVEL OF SATISFACTION Cross Table: Satisfaction Level Age Below 20 21 - 30 31 - 40 41 - 50 abov50 Total
Highly Satisfactory 2 3 4 0 1 10
Satisfactory 14 26 25 12 27 104
Not Satisfactory 4 7 11 7 7 36
Total 20 36 40 19 35 150
Hypothesis: HO: There is no significant relationship between age and level of satisfaction. O 2 3 4 0 14 26 25 12 4 7 11 7
E 10.00 2.40 2.67 1.27 104.00 24.96 27.73 13.17 36.00 8.64 9.60 4.56
O-E -8.00 0.60 1.33 -1.27 -90.00 1.04 -2.73 -1.17 -32.00 -1.64 1.40 2.44
(O-E)2 64.00 0.36 1.78 1.60 8100.00 1.08 7.47 1.38 1024.00 2.69 1.96 5.95
Total Degree of freedom Calculated value Table value
-
(O-E)2/E 6.40 0.15 0.67 1.27 77.88 0.04 0.27 0.10 28.44 0.31 0.20 1.31 117.05
8 117.05 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
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
CHI – SQUARE TEST IS CONDUCTED TO EXTENT THE RELATIONSHIP BETWEEN THE OCCUPATION AND LEVEL OF SATISFACTION Cross Table: Satisfaction Level Occupation
Total
Highly 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 satisfaction. O E O-E (O-E)2 1 1.20 -0.20 0.04 3 1.93 1.07 1.14 2 1.27 0.73 0.54 2 1.47 0.53 0.28 2 3.13 -1.13 1.28 0 0.47 -0.47 0.22 0 0.40 -0.40 0.16 0 0.13 -0.13 0.02 15 12.48 2.52 6.35 19 20.11 -1.11 1.22 13 13.17 -0.17 0.03
64
and the level of (O-E)2/E 0.03 0.59 0.42 0.19 0.41 0.47 0.40 0.13 0.51 0.06 0.00
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
14 31 5 5 2 2 7 4 6 14 2 1 0 Total
15.25 32.59 4.85 4.16 1.39 4.32 6.96 4.56 5.28 11.28 1.68 1.44 0.48
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
-1.25 -1.59 0.15 0.84 0.61 -2.32 0.04 -0.56 0.72 2.72 0.32 -0.44 -0.48
Degree of freedom Calculated value Table value
1.57 2.52 0.02 0.71 0.38 5.38 0.00 0.31 0.52 7.40 0.10 0.19 0.23
-
0.10 0.08 0.00 0.17 0.27 1.25 0.00 0.07 0.10 0.66 0.06 0.13 0.48 6.59
14 6.59 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.
65
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
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.
66
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
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.
67
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
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.
68
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
5.3. CONCLUSION Milk 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. *****
69
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
BIBLIOGRAPHY PHILIP KOTLER
:
“MARKETING MANAGEMENT” PRENTICE HALL OF INDIA (P) LTD, NEW DELHI.
S.A.SHERLAEKAR
:
“MARKETING MANAGEMENT” HIMALAYA PUBLISHING HOUSE, MUMBAI.
S.C.GUPTA V.K.KAPOOR
:
“FUNDAMENTALS OF APPLIED STATISTICS” SULTAN CHAND & SONS, NEW DELHI.
INTERNET SOURCE
:
www.indiandairyindustry.com www.google.com
70
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
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 1.4 Educational Qualification
: :
Married Upto HSC
Unmarried P.G. U.G.
Others (Specify) 1.5 Occupation
:
Business
Student
House Wife Profession Employee
Retired Agriculturist Others (Specify) 1.6 Family income (per month) : Less than Rs.5,000 Rs.5,001 - Rs.10,000 More than Rs.10,000 1.7 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 Aroma Cowma 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)
71
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
2.3 Which of the following factor(s) influence(s) you to choose this brand? Price Quality Fat control Taste Relatives Availability Advertisement Friends Health condition Packaging Doctors Others (Specify) 2.4 How did you know this brand? Friends Advertisement Relatives
Doctors Shop keepers
Others
(Specify) 2.5 a) Have your ever changed your brand? b) If yes, mention the reason: Price raise Lack of availability Poor taste Poor quality
Yes
No
Improper packaging More fat control Others (specify)
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 72
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
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.
Characteristics
1.
Price
2.
Quality
3.
Taste
4.
Packaging
5.
Advertisement
Highly Satisfactory
Satisfactory
Not Satisfactory
2.13 Mention the reasons for selecting the next brand: Same price Same packaging Same taste No other Alternative Same Quality 2.14 Have you ever suggested your preferred brand of milk to your friends or relatives? Yes
No
73
A.SUKUMAR M.Com., M.Phil., PGDCA., 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
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
INTRODUCTION AND DESIGN OF THE STUDY 2.1. 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
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
2.2.
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
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
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
OBJECTIVES OF THE STUDY:
2.3.
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
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
2.5.
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
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
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
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
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
2.6.
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
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
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
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
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
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
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
MAJOR DAIRY PRODUCT MANUFACTURERS
Some of the major dairy products manufacturers in the country. Company Nestle India Limited
Milk food Limited Smithkline
Brands Milk
maid,
Major products Cerelac, Sweetened condensed milk, matted
Lactogen, Milo, Eveready.
foods, milk and dairy water.
Milk food
Ghee, Ice-cream and other milk
Beecham Horlicks, Maltova, Viva.
Limited
products. 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 Milk
Co-Operative Amul
Butter,
marketing
cheese
and
other
milk
products.
federation limited H.j. Heinz limited
Milk man
Flavoured
Cadbury
Bournvita
powder, ghee. Malted food.
10
milk,
cheese,
milk
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
3.5. PACKAGING TECHNOLOGY: Milk was initially sold door-to-door by the local milk man. When the dairy cooperatives 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
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
3.8. INDIAN (TRADITIONAL) MILK PRODUCTS There 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
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
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
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
Table 4.1 AGE WISE CLASSIFICATION OF RESPONDENTS S.No 1 2. 3. 4. 5. Total
Age Below 20 21 - 30 31 - 40 41 - 50 above50
No. of Respondents 20 36 40 19 35 150
Percentage 13 24 27 13 23 100
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
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
CLASSIFICATION OF RESPONDENTS ON THE BASIS OF AGE
35
above 50
Age Group
41 - 50
19
31 - 40
40
21 - 30
36
Below 20
20 0
10
20
30
Number of respondents
15
40
50
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
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
150
100
Total
INFERENCE: Out of 150 respondents, 113 persons are Female and the remaining 37 persons are male.
16
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
Gender wise classification of respondents
Male, 37
Female, 113
17
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
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
150
100
Total
INFERENCE: Out of 150 respondents, 101 persons are belong to the married group, and 49 persons are belong to the unmarried group.
18
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
Marital status wise classification of respondents
9 d, 4 e i r ar Unm
101 , d rrie Ma
19
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
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.No
Educational
No. of
qualification
Respondents
Percentage
1
Upto HSC
37
25
2.
U.G
79
53
3.
P.G
29
19
4.
Others
5
3
150
100
Total
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
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
Educational qualification wise classification of Respondents
No. of Respondents
79 80 70 60 50 40 30 20 10 0
37
29 5
Upto HSC
U.G
P.G
Educational qualification
21
Others
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
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
150
100
Total
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
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
Occupation wise classification of Respondents
2
Others
6
Agriculturis t
7
Occupation
Retired
47
Em ployee
22
Students
19
Profes s ion
29
Hous wife
18
Bus ines s
0
10
20
30
No. of respondents
23
40
50
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
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
150
100
Total
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
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
Family income wise classification of Respondents
Less than Rs.5000, 40 More than Rs.10000, 65
Rs.5001 - Rs. 10000, 45
25
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
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 Family S.No
No. of Respondents
Percentage
Size 1
2-3
63
42
2.
4–6
70
47
3.
More than 6
17
11
150
100
Total
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
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
Family size wise classification of Respondents
No. of Family Members
Morthan 6 members
17
4 - 6 members
70
2 - 3 members
63
0
20
40 No. of respondents
27
60
80
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
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
150
100
Total
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
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
Classification of Respondents on the basis of the number of children in family
13 107
30
1 children 2 children 3 children
29
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
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
150
100
Total
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
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
Consumed Brand wise classification of Respondents
70 60
68
50 40 41
30 20
4
10
14
11
12
0 Aavin
Arokya
Aroma
Cowma
Brand Name
31
Sakthi
Others
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
Table No. 4.10
INFLUENCED FACTOR WISE CLASSIFICATION OF RESPONDENTS S.No
No. of Respondents 11 62 31 24 8 5 2 2
Factor
1 2 3 4 5 6 7 8
Price Quality Fat Control Taste Relatives Availability Advertisement Friends
9
Health Condition
10 11
Doctors Others
Total
Percentage 7 41 21 16 5 3 1 1
3
2
1 1 150
1 1 100
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
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
Factor
Factors influenced to Buy the particular Brand of Milk
Others
1
Docutors
1
Health condition
3
Friends
2
Advertisement
2
Availability
5 8
Relatives
24
Taste Fact control
31
Quality
62 11
Price 0
10
20
30
33
40
50
60
70
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
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
150
100
Total 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
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
Way to Know the Particular Brand
3
Others
7
Shop keepers
11
Relatives
63
Advertisement
38
Doctors 28
Friends 0
10
20
30
35
40
50
60
70
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
Table 4.12
CLASSIFICATION OF RESPONDENTS ON THE BASIS OF THE 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
150
100
Total 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
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
Chance to Change the Preferred Brand Frequently
140
123
120 100 80 60 40
27
20 0 Yes
No
37
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
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
150
100
Total 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
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
Packet Size Milk Packet
6 58
86
250 ml 500 ml 1 liter
39
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
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
No. of Respondents
Percentage
1
Yes
47
31
2
No
103
69
150
100
Total 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
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
Respondents Knowledge about the Manufacturer Details
103
No
47
Yes
0
20
40
60
41
80
100
120
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
Table –4.15
CLASSIFICATION OF RESPONDENTS ON THE BASIS OF THE SCARCITY OF THEIR PREFERRED MILK IN MARKET
S.No
Scarcity of milk
No. of Respondents
Percentage
1
Yes
43
29
2
No
107
71
150
100
Total 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
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
Scarcity of the Preferred Milk in Market
120 100 80 60 107 40
43
20 0 Yes
No
43
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
Table – 4.16
THE PREFERRED BRAND OF MILK HAS ENHANCED THE RICHNESS OF TEA/COFFEE
S.No
Enhances the richness of Tea/Coffee
No. of Respondents
Percentage
1
Yes
110
73
2
No
40
27
150
100
Total 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
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
The milk enhances the richness of Tea / Coffee
120 100 80 60
110
40 40
20 0 Yes
No
Table – 4.17
45
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
CHANGE THE PREFERRED BRAND OF MILK WHEN THEIR FAMILY INCOME INCREASES
S.No
Change the brand when family income increases
No. of Respondents
Percentage
1
Yes
66
44
2
No
84
56
150
100
Total 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
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
Change the brand when the family income level is Increases
90 84
80 66
70 60 50 40 30 20 10 0 Yes
No
47
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
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
150
100
Total 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
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
Satisfaction level towards Price
20 56
74
49
Highly satisfactory Satisfactory Not Satisfactory
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
Table – 4.19
RESPONDENTS ARE CLASSIFIED ON THE BASIS OF THEIR SATISFACTION LEVEL TOWARDS QUALITY
S.No
Degree of Satisfaction
No. of Respondents
Percentage
1
Highly Satisfied
49
33
2
Satisfied
56
37
3
Not-Satisfied
45
30
150
100
Total INFERENCE:
Out of 150 respondents, 49 persons belong to Highly Satisfied group, 56 persons belong to Satisfied group, and 45 persons belong to Not-Satisfied.
50
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
Satisfaction level towards Quality
45
49
56
51
Highly satisfactory Satisfactory Not Satisfactory
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
Table – 4.20
RESPONDENTS ARE CLASSIFIED ON THE BASIS OF THEIR SATISFACTION LEVEL TOWARDS THE TASTE
S.No
Degree of Satisfaction
No. of Respondents
Percentage
1
Highly Satisfied
54
36
2
Satisfied
46
31
3
Not-Satisfied
50
33
150
100
Total INFERENCE:
Out of 150 respondents, 54 persons belong to Highly Satisfied group, 46 persons belong to Satisfied group, and 50 persons belong to Not-Satisfied group.
52
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
Satisfaction level towards Taste
54 52 54 50 48
50
46
46
44 42 Highly satisfactory
Satisfactory Satisfaction level
53
Not Satisfactory
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
Table – 4.21
RESPONDENTS ARE CLASSIFIED ON THE BASIS OF THEIR SATISFACTION LEVEL TOWARDS PACKAGING
S.No
Degree of Satisfaction
No. of Respondents
Percentage
1
Highly Satisfied
70
47
2
Satisfied
41
27
3
Not-Satisfied
39
26
150
100
Total INFERENCE:
Out of 150 respondents, 70 persons belong to Highly Satisfied group, 41 persons belong to Satisfied group, and 39 persons belong to Not-Satisfied.
54
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
Satisfaction level towards Packaging
39
Not Satisfactory
41
Satisfactory
70
Highly satisfactory 0
10
20
55
30
40
50
60
70
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
Table – 4.22
RESPONDENTS ARE CLASSIFIED ON THE BASIS OF THEIR SATISFACTION LEVEL TOWARDS ADVERTISEMENT
S.No
Degree of Satisfaction
No. of Respondents
Percentage
1
Highly Satisfied
48
32
2
Satisfied
56
37
3
Not-Satisfied
46
31
150
100
Total INFERENCE:
Out of 150 respondents, 48 persons belong to Highly Satisfied group, 56 persons belong to Satisfied group, and 46 persons belong to Not-Satisfied group.
56
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
Satisfaction level towards Advertisement
60
50
40 30
20
48
56
46
10
0 Highly satisfactory
Satisfactory
57
Not Satisfactory
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
Table – 4.23
CLASSIFICATION OF RESPONDENTS ON THE BASIS OF THE REASON TO SELECT OTHER BRAND IN SCARCITY OF THEIR PREFERRED BRAND OF MILK S.No
Reason to select other brand
No. of Respondents
Percentage
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
150
100
Total 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
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
Reason to select the other Brand milk at a time of Scacity of Milk
No other alternatives
42 27
Same quality 18
Same taste 15
Same packaging
48
Same price 0
10
20
59
30
40
50
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
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
No. of Respondents
Percentage
1
Yes
113
75
2
No
37
25
150
100
Total 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
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
Suggested the brand to their friends and relatives
37
No
113 Yes
0
20
40
60
61
80
100
120
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
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
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
CHI – SQUARE TEST IS CONDUCTED TO EXTENT THE RELATIONSHIP BETWEEN THE AGE AND LEVEL OF SATISFACTION Cross Table: Satisfaction Level Age Below 20 21 - 30 31 - 40 41 - 50 abov50 Total
Highly Satisfactory 2 3 4 0 1 10
Satisfactory 14 26 25 12 27 104
Not Satisfactory 4 7 11 7 7 36
Total 20 36 40 19 35 150
Hypothesis: HO: There is no significant relationship between age and level of satisfaction. O 2 3 4 0 14 26 25 12 4 7 11 7
E 10.00 2.40 2.67 1.27 104.00 24.96 27.73 13.17 36.00 8.64 9.60 4.56
O-E -8.00 0.60 1.33 -1.27 -90.00 1.04 -2.73 -1.17 -32.00 -1.64 1.40 2.44
(O-E)2 64.00 0.36 1.78 1.60 8100.00 1.08 7.47 1.38 1024.00 2.69 1.96 5.95
Total Degree of freedom Calculated value Table value
-
(O-E)2/E 6.40 0.15 0.67 1.27 77.88 0.04 0.27 0.10 28.44 0.31 0.20 1.31 117.05
8 117.05 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
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
CHI – SQUARE TEST IS CONDUCTED TO EXTENT THE RELATIONSHIP BETWEEN THE OCCUPATION AND LEVEL OF SATISFACTION Cross Table: Satisfaction Level Occupation
Total
Highly 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 satisfaction. O E O-E (O-E)2 1 1.20 -0.20 0.04 3 1.93 1.07 1.14 2 1.27 0.73 0.54 2 1.47 0.53 0.28 2 3.13 -1.13 1.28 0 0.47 -0.47 0.22 0 0.40 -0.40 0.16 0 0.13 -0.13 0.02 15 12.48 2.52 6.35 19 20.11 -1.11 1.22 13 13.17 -0.17 0.03
64
and the level of (O-E)2/E 0.03 0.59 0.42 0.19 0.41 0.47 0.40 0.13 0.51 0.06 0.00
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
14 31 5 5 2 2 7 4 6 14 2 1 0 Total
15.25 32.59 4.85 4.16 1.39 4.32 6.96 4.56 5.28 11.28 1.68 1.44 0.48
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
-1.25 -1.59 0.15 0.84 0.61 -2.32 0.04 -0.56 0.72 2.72 0.32 -0.44 -0.48
Degree of freedom Calculated value Table value
1.57 2.52 0.02 0.71 0.38 5.38 0.00 0.31 0.52 7.40 0.10 0.19 0.23
-
0.10 0.08 0.00 0.17 0.27 1.25 0.00 0.07 0.10 0.66 0.06 0.13 0.48 6.59
14 6.59 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.
65
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
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.
66
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
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.
67
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
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.
68
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
5.3. CONCLUSION Milk 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. *****
69
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
BIBLIOGRAPHY PHILIP KOTLER
:
“MARKETING MANAGEMENT” PRENTICE HALL OF INDIA (P) LTD, NEW DELHI.
S.A.SHERLAEKAR
:
“MARKETING MANAGEMENT” HIMALAYA PUBLISHING HOUSE, MUMBAI.
S.C.GUPTA V.K.KAPOOR
:
“FUNDAMENTALS OF APPLIED STATISTICS” SULTAN CHAND & SONS, NEW DELHI.
INTERNET SOURCE
:
www.indiandairyindustry.com www.google.com
70
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
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 1.4 Educational Qualification
: :
Married Upto HSC
Unmarried P.G. U.G.
Others (Specify) 1.5 Occupation
:
Business
Student
House Wife Profession Employee
Retired Agriculturist Others (Specify) 1.6 Family income (per month) : Less than Rs.5,000 Rs.5,001 - Rs.10,000 More than Rs.10,000 1.7 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 Aroma Cowma 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)
71
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
2.3 Which of the following factor(s) influence(s) you to choose this brand? Price Quality Fat control Taste Relatives Availability Advertisement Friends Health condition Packaging Doctors Others (Specify) 2.4 How did you know this brand? Friends Advertisement Relatives
Doctors Shop keepers
Others
(Specify) 2.5 a) Have your ever changed your brand? b) If yes, mention the reason: Price raise Lack of availability Poor taste Poor quality
Yes
No
Improper packaging More fat control Others (specify)
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 72
BRAND PREFERENCE FOR PACKAGED MILK WITH SPECIAL REFERENCE TO GANDHIPURAM AREA
A.SUKUMAR M.Com., M.Phil., PGDCA., Coimbatore, Tamil Nadu, India
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.
Characteristics
1.
Price
2.
Quality
3.
Taste
4.
Packaging
5.
Advertisement
Highly Satisfactory
Satisfactory
Not Satisfactory
2.13 Mention the reasons for selecting the next brand: Same price Same packaging Same taste No other Alternative Same Quality 2.14 Have you ever suggested your preferred brand of milk to your friends or relatives? Yes
No
73
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