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.

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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