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BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.

,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India

SYNOPSIS

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


Gandhipuram is a descriptive study aiming at assuming the level of consumer
satisfaction and factors that had influenced the brand preference for packaged milk.

The researchers selected a sample of 150 with stratified random sampling


method. The respondents have enough knowledge to respond the structured
undisguised questionnaire which had both open ended and close ended questions.

The primary data was collected and suitably edited and tabulated using the
simple percentage method. The statistical tool like chi-square test was adopted to test
the association between certain preference and the dominant factors that influence
brand preference for packaged milk in Gandhipuram.

In conclusion, the researchers find the preferred brand of packaged milk and
the factors which made to prefer the particular brand of milk.

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

2.2. STATEMENT OF THE PROBLEM:

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


buying decision. These actions can play a great role in future market potentials of
packet milk. Dairy industry in India is fast growing and expanding one.

Studies on brand preference for various brands of packet milk will definitely
help in its future growth and development in the right direction. In this project entitled
“Brand preference for packaged milk with special reference to Gandhipuram area”, an
attempt is made to study the brand preference for milk in Gandhipuram area among
consumers.

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

2.3. OBJECTIVES OF THE STUDY:


The objective of the study is to find the brand preference for packet milk
among consumers in Gandhipuram. In the study the researcher aims at analyzing the
following aspects:

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

2) To study the relationship between the various personal factors, such as quality,
quantity, price, advertisement, health, consideration, taste, fat content, packaging
with preference for packet milk.

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

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

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

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


preferred brand.

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

2.4. LIMITATIONS OF STUDY:

The present study is an opinion survey. The analysis has been carried out
based upon the information collected from the respondents. The result of the study
applies more specially to the consumer’s in Gandhipuram are and care has to be
exercised in extending the result to other area.

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

2.5. METHODOLOGY:

This study aims to identify the impact of brand preference on packet milk
among the consumers for its purpose data were collected by survey methods through
questionnaire. This questionnaire contained the questions regarding the size of the
packet and the reasons for preferring that brand of packet milk.

2.5.1. SAMPLING:

Totally 150 respondents have been interviewed and the data have been
collected. The area of study has been restricted to Gandhipuram area totally 150
respondents were selected at random for the purpose of the study.

2.5.2. FRAME WORK OF ANALYSIS:

The study of brand preference for packet milk has been made through
questionnaire method. 150 respondents are selected randomly and were asked to
answer the question based upon their answer the classification of respondents are
done and are analyzed and interpreted. Percentages and chi-square test is used while
analyzing and interpreting the data.

2.5.3. SOURCES OF DATA:

The study is based on primary data only. The required information was
collected through the questionnaire from the consumers directly by interviewing
them.

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

2.6. SIGNIFICANCE OF THE STUDY:

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


Now a day’s several brands are available in the market as packed milk. Hence it is
interesting to study which brand is widely used by the consumers and the reasons for
selecting a particular brand.

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

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

MAJOR DAIRY PRODUCT MANUFACTURERS


Some of the major dairy products manufacturers in the country.
Company Brands Major products
Nestle India Limited Milk maid, Cerelac, Sweetened condensed milk, matted
Lactogen, Milo, Eveready. foods, milk and dairy water.

Milk food Limited Milk food Ghee, Ice-cream and other milk
products.
Smithkline Beecham Horlicks, Maltova, Viva. Malted milk food, ghee, butter,
Limited powdered milk, milk fluid and other
milk based baby foods.

Indian Industries Limited Indiana Condensed milk, skimmed milk


powder, dairy milk whitener, chilled
and processed milk.

Gujarat Co-Operative Amul Butter, cheese and other milk


Milk marketing products.
federation limited

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


powder, ghee.
Cadbury Bournvita Malted food.

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

3.5. PACKAGING TECHNOLOGY:


Milk was initially sold door-to-door by the local milk man. When the dairy co-
operatives initially stated marketing branded milk. It was sold in glass bottles sealed
with foil. Over the years several developments in packaging media have taken place.
In the early 80’s plastic pouches, replaced the bottles. Plastic pouches made
transportation and storage very convenient besides reducing costs.
Milk packet in plastic pouches / bottles have a shelf life of just 1-2 days that
too only if refrigerated. In 1996, Tetra packs were introduced in India. Tetra packs are
aseptic lamination packs made of aluminium, paper, board and plastic. Milk stored in
tetra packs and treated under ultra-High Temperature (UHT) technique can be stored
for four months without refrigeration. Most of the dairy consumer – operatives in
Andhra Pradesh, Tamil Nadu, Punjab and Rajasthan sell milk in tetra packs.

3.6. EXPORT POTENTIAL:


India has the potential to become one of the leading players in milk and milk

product exports.

3.7. LOCATIONAL ADVANTAGE:


India is located a midst deficit countries in Asia and Africa. Major importers
of milk and milk products are Bangladesh, china, Hong Kong, Singapore, Thailand,
Malaysia, Philippines, Japan, UAE, Oman and other gulf countries are located close
to India.

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

Table 4.1

AGE WISE CLASSIFICATION OF RESPONDENTS

S.No Age No. of Respondents Percentage


1 Below 20 20 13
2. 21 - 30 36 24
3. 31 - 40 40 27
4. 41 - 50 19 13
5. above50 35 23
Total 150 100

INFERENCE:

Out of 150 respondents, 20 persons belong to the age limit of 20. 36 persons
belong to the age limit of 21 – 30. 40 persons belong to the age limit of 31 – 40, 19
persons belong to the age limit of 41-50, The remaining 35 persons belong to the age
limit of Above 50.

14
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India

CLASSIFICATION OF RESPONDENTS ON THE BASIS OF AGE

above 50 35

41 - 50 19
Age Group

31 - 40 40

21 - 30 36

Below 20 20

0 10 20 30 40 50
Number of respondents

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

Total 150 100

INFERENCE:

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

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

Gender wise classification of respondents

Male, 37

Female, 113

17
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA 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

Total 150 100

INFERENCE:

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

18
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India

Marital status wise classification of respondents

9
ried, 4
ar
Unm

d, 101
rrie
Ma

19
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA 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

Educational No. of
S.No Percentage
qualification Respondents

1 Upto HSC 37 25

2. U.G 79 53

3. P.G 29 19

4. Others 5 3

Total 150 100

INFERENCE:

Out of 150 respondents, 29 persons are post graduates, 37 persons belong to


“upto HSC” group, 79 persons belong to Graduates and 5 persons belong to other
groups.

20
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India

Educational qualification wise classification of Respondents

79
80
70
60
50
37
No. of Respondents

40 29
30
20 5
10
0
Upto HSC U.G P.G Others

Educational qualification

21
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA 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

Total 150 100

INFERENCE:

Out of 150 respondents, 18 persons are doing Business, 19 persons are Professional
peoples, 47 persons are Employed persons, 29 persons are House wife, 22 persons are
students, 7 persons are retired, 6 persons are agriculturists and 2 persons were others.

22
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India

Occupation wise classification of Respondents

Others 2

Agriculturis t 6

Retired 7
Occupation

Em ployee 47

Students
22

Profes s ion 19

Hous wife 29

Bus ines s 18

0 10 20 30 40 50
No. of respondents

23
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA 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

Total 150 100

INFERENCE:

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


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

24
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA 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 A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA 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

Total 150 100

INFERENCE:

Out of 150 respondents, 63 persons are belong to 2 – 3 family size group, 70 persons
belong to 4 – 6 family size group, the remaining 17 persons belong to More than 6
family group.

26
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India

Family size wise classification of Respondents

Morthan 6
members 17
No. of Family Members

4 - 6 members 70

2 - 3 members 63

0 20 40 60 80
No. of respondents

27
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India

Table – 4.8

COMPOSITION OF THE RESPONDENTS ON THE BASIS OF


CHILDREN IN FAMILY

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

1 One child 107 71

2. 2 children 30 20

3. 3 children 13 9

Total 150 100

INFERENCE:

Out of 150 respondents, 107 persons are belong to One child family group, 30 persons
belong to 2 children family group, the remaining 13 persons belong to 3 children
family group.

28
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India

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


family

13

30 107
1 children
2 children
3 children

29
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India

Table – 4.9

COMPOSITION OF RESPONDENTS ON THE BASIS OF THE


BRAND OF MILK PURCHASED BY THEM

No. of
S.No Brand Name Percentage
Respondents

1 Aavin 68 45
2 Arokya 41 27
3 Aroma 4 3
4 Cowma 14 9
5 Sakthi 11 7
6 Others 12 8

Total 150 100

INFERENCE:

Out of 150 respondents, 68 persons had used Aavin, 41 persons had used
Arokya, 4 persons had used Aroma, 14 persons had used Cowma, 11 persons had
used Sakthi, and remaining 12 persons had used other milk.

30
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India

Consumed Brand wise classification of Respondents

70

60
68

50

40

41
30

20

10 4 12
14 11

0
Aavin Arokya Aroma Cowma Sakthi Others
Brand Name

31
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India

Table No. 4.10

INFLUENCED FACTOR WISE CLASSIFICATION OF


RESPONDENTS

No. of
S.No Factor Percentage
Respondents
1 Price 11 7
2 Quality 62 41
3 Fat Control 31 21
4 Taste 24 16
5 Relatives 8 5
6 Availability 5 3
7 Advertisement 2 1
8 Friends 2 1

9 Health Condition 3 2

10 Doctors 1 1
11 Others 1 1
Total 150 100

INFERENCE:

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


Quality, 31 persons belong to Fat control, 24 persons belong to Taste, 8 persons
belong to Relatives, 5 persons belong to Availability, 2 persons belong to
Advertisement, 2 persons belong to Friends, 3 persons belong to Health condition, 1
person belong to Doctors, and the remaining 1 person belong to others as a factor
which had influenced their purchase decision.

32
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India

Factors influenced to Buy the particular Brand of Milk

Others 1

Docutors 1

Health condition 3

Friends 2

Advertisement 2
Factor

Availability 5

Relatives 8

Taste 24

Fact control 31

Quality 62

Price 11

0 10 20 30 40 50 60 70

33
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA 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

Know the Brand No. of


S.No Percentage
through Respondents

1 Friends 28 19

2 Doctors 38 25

3 Advertisement 63 42

4 Relatives 11 7

5 Shop Keepers 7 5

6 Others 3 2

Total 150 100

INFERENCE:

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


through Doctors, 63 persons know through Advertisement, 11 persons know through
Relatives, 7 persons know through Shop Keepers, and 3 persons know through Others
about the Brand.

34
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India

Way to Know the Particular Brand

Others 3

7
Shop keepers

Relatives 11

Advertisement 63

Doctors 38

Friends 28

0 10 20 30 40 50 60 70

35
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA 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

Total 150 100

INFERENCE:

Out of 150 respondents, 27 persons are change their brand and 123 persons are
not change their brand even their family income will increase.

36
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA 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 A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India

Table – 4.13

CLASSIFICATION OF RESPONDENTS ON THE BASIS OF SIZE


OF THE PACKET THEY HAVE PURCHASED

No. of
S.No Size of Package Percentage
Respondents

1 250 ml 58 39

2 500 ml 86 57

3 1 litter 6 4

Total 150 100

INFERENCE:

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


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

38
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India

Packet Size Milk Packet

6
58
86 250 ml
500 ml
1 liter

39
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India

Table –4.14

CLASSIFICATION OF RESPONDENTS ON THE BASIS OF


THEIR KNOWLEDGE ABOUT THE MANUFACUTURER NAME
OF PARTICULAR BRAND

Know the No. of


S.No Percentage
manufacturer name Respondents

1 Yes 47 31

2 No 103 69

Total 150 100

INFERENCE:

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


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

40
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India

Respondents Knowledge about the Manufacturer Details

103
No

47
Yes

0 20 40 60 80 100 120

41
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India

Table –4.15

CLASSIFICATION OF RESPONDENTS ON THE BASIS OF THE


SCARCITY OF THEIR PREFERRED MILK IN MARKET

No. of
S.No Scarcity of milk Percentage
Respondents

1 Yes 43 29

2 No 107 71

Total 150 100

INFERENCE:

Out of 150 respondents, 43 persons belong to Yes group, and 107 persons
belong to No group for the question about Scarcity of their preferred brand.

42
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA 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 A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India

Table – 4.16

THE PREFERRED BRAND OF MILK HAS ENHANCED THE


RICHNESS OF TEA/COFFEE

Enhances the
No. of
S.No richness of Percentage
Respondents
Tea/Coffee

1 Yes 110 73

2 No 40 27

Total 150 100

INFERENCE:

Out of 150 respondents, 110 persons said their brand of milk had enhanced the
richness of Tea/Coffee and 40 persons said that No.

44
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India

The milk enhances the richness of Tea / Coffee

120

100

80

60 110

40

20 40

0
Yes
No

Table – 4.17

45
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India

CHANGE THE PREFERRED BRAND OF MILK WHEN THEIR


FAMILY INCOME INCREASES

Change the brand


No. of
S.No when family income Percentage
Respondents
increases

1 Yes 66 44

2 No 84 56

Total 150 100

INFERENCE:

Out of 150 respondents, 66 persons belong to Yes group, and the remaining 84
persons belong to No group for the question any Future change of brand.

46
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India

Change the brand when the family income level is Increases

90
84
80
70 66
60
50
40
30
20
10
0

Yes
No

47
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India

Table – 4.18

RESPONDENTS ARE CLASSIFIED ON THE BASIS OF THEIR


SATISFACTION LEVEL TOWARDS PRICE

No. of
S.No Degree of Satisfaction Percentage
Respondents

1 Highly Satisfied 56 37

2 Satisfied 74 49

3 Not-Satisfied 20 13

Total 150 100

INFERENCE:

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


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

48
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India

Satisfaction level towards Price

20 Highly satisfactory
Satisfactory
56 Not Satisfactory

74

49
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India

Table – 4.19

RESPONDENTS ARE CLASSIFIED ON THE BASIS OF THEIR


SATISFACTION LEVEL TOWARDS QUALITY

Degree of No. of
S.No Percentage
Satisfaction Respondents

1 Highly Satisfied 49 33

2 Satisfied 56 37

3 Not-Satisfied 45 30

Total 150 100

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 A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India

Satisfaction level towards Quality

45 49 Highly satisfactory
Satisfactory
Not Satisfactory

56

51
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India

Table – 4.20

RESPONDENTS ARE CLASSIFIED ON THE BASIS OF THEIR


SATISFACTION LEVEL TOWARDS THE TASTE

Degree of No. of
S.No Percentage
Satisfaction Respondents

1 Highly Satisfied 54 36

2 Satisfied 46 31
3 Not-Satisfied 50 33
Total 150 100

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 A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India

Satisfaction level towards Taste

54

52
54
50

48 50

46
46
44

42
Highly satisfactory Satisfactory Not Satisfactory
Satisfaction level

53
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India

Table – 4.21

RESPONDENTS ARE CLASSIFIED ON THE BASIS OF THEIR


SATISFACTION LEVEL TOWARDS PACKAGING

Degree of No. of
S.No Percentage
Satisfaction Respondents

1 Highly Satisfied 70 47

2 Satisfied 41 27

3 Not-Satisfied 39 26

Total 150 100

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 A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India

Satisfaction level towards Packaging

Not Satisfactory 39

41
Satisfactory

70
Highly satisfactory

0 10 20 30 40 50 60 70

55
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India

Table – 4.22

RESPONDENTS ARE CLASSIFIED ON THE BASIS OF THEIR


SATISFACTION LEVEL TOWARDS ADVERTISEMENT

Degree of No. of
S.No Percentage
Satisfaction Respondents

1 Highly Satisfied 48 32

2 Satisfied 56 37

3 Not-Satisfied 46 31

Total 150 100

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 A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India

Satisfaction level towards Advertisement

60

50

40

30

20
48 56 46

10

0
Highly satisfactory Satisfactory Not Satisfactory

57
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA 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

Reason to select No. of


S.No Percentage
other brand Respondents

1 Same Price 48 32

2 Same taste 15 10

3 Same quality 18 12

4 Same Packaging 27 18

5 No other alternative 42 28

Total 150 100

INFERENCE:

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


belong to Same taste, 18 persons belong to Same Quality, 27 persons belong to same
packaging, 42 persons belong to No other alternative was the reason to select any
other brand.

58
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India

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

No other 42
alternatives

Same quality 27

Same taste 18

Same packaging 15

Same price 48

0 10 20 30 40 50

59
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India

Table – 4.24

RESPONDENTS ARE CLASSIFIED ON THE BASIS OF THE


BRAND SUGGESTED TO THEIR FRIENDS OR RELATIVES

Suggested the Brand No. of


S.No Percentage
to friend Respondents

1 Yes 113 75

2 No 37 25

Total 150 100

INFERENCE:

Out of 150 respondents, 113 persons had suggested their brand to their friends
and 37 persons had not suggested their brand to their friends.

60
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India

Suggested the brand to their friends and relatives

37
No

113
Yes

0 20 40 60 80 100 120

61
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA 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 A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA 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 Highly Not Total
Satisfactory
Satisfactory Satisfactory
Below 20 2 14 4 20
21 - 30 3 26 7 36
31 - 40 4 25 11 40
41 - 50 0 12 7 19
abov50 1 27 7 35
Total 10 104 36 150

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

O E O-E (O-E)2 (O-E)2/E


2 10.00 -8.00 64.00 6.40
3 2.40 0.60 0.36 0.15
4 2.67 1.33 1.78 0.67
0 1.27 -1.27 1.60 1.27
14 104.00 -90.00 8100.00 77.88
26 24.96 1.04 1.08 0.04
25 27.73 -2.73 7.47 0.27
12 13.17 -1.17 1.38 0.10
4 36.00 -32.00 1024.00 28.44
7 8.64 -1.64 2.69 0.31
11 9.60 1.40 1.96 0.20
7 4.56 2.44 5.95 1.31
Total 117.05

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

INFERENCE:
The calculated value is more than the table value. So, the Null
hypothesis is rejected. Hence, there is a significant relationship between Age and level
of satisfaction.

63
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA 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 Not
Satisfactory
Satisfactory Satisfactory
Business 1 15 2 18

House wife 3 19 7 29

Profession 2 13 4 19

Students 2 14 6 22

Employee 2 31 14 47

Retired 0 5 2 7

Agriculturist 0 5 1 6

Others 0 2 0 2

Total 10 104 36 150

Hypothesis:
HO: There is no significant relationship between occupation and the level of
satisfaction.
O E O-E (O-E)2 (O-E)2/E
1 1.20 -0.20 0.04 0.03
3 1.93 1.07 1.14 0.59
2 1.27 0.73 0.54 0.42
2 1.47 0.53 0.28 0.19
2 3.13 -1.13 1.28 0.41
0 0.47 -0.47 0.22 0.47
0 0.40 -0.40 0.16 0.40
0 0.13 -0.13 0.02 0.13
15 12.48 2.52 6.35 0.51
19 20.11 -1.11 1.22 0.06
13 13.17 -0.17 0.03 0.00

64
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India

14 15.25 -1.25 1.57 0.10


31 32.59 -1.59 2.52 0.08
5 4.85 0.15 0.02 0.00
5 4.16 0.84 0.71 0.17
2 1.39 0.61 0.38 0.27
2 4.32 -2.32 5.38 1.25
7 6.96 0.04 0.00 0.00
4 4.56 -0.56 0.31 0.07
6 5.28 0.72 0.52 0.10
14 11.28 2.72 7.40 0.66
2 1.68 0.32 0.10 0.06
1 1.44 -0.44 0.19 0.13
0 0.48 -0.48 0.23 0.48
Total 6.59

Degree of freedom - 14
Calculated value - 6.59
Table value - 23.68
INFERENCE:
The calculated value is less than the table value. So, the Null
hypothesis is accepted. Hence, there is no significant relationship between the
occupation and level of satisfaction.

65
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA 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 A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA 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 A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA 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 A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA 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 A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA 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 A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA 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 : Married Unmarried
1.4 Educational Qualification : Upto HSC P.G.
U.G.
Others (Specify)
1.5 Occupation : Business House Wife
Profession
Student 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 A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA 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 Doctors
Advertisement
Relatives Shop keepers Others

(Specify)

2.5 a) Have your ever changed your brand? Yes No


b) If yes, mention the reason:
Price raise Improper packaging
Lack of availability More fat control
Poor taste Others (specify)
Poor quality

2.6 Which size of packer do you prefers?


250 ml 500 ml 1 liter

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

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

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


next best
alternative choice?

2.10 Do you feel that your preferred brand of the milk enhances the richness
of
Tea / Coffee?
Yes No

72
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA 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:


Highly Not
S.No. Characteristics Satisfactory
Satisfactory Satisfactory
1. Price
2. Quality
3. Taste
4. Packaging
5. Advertisement

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