COMPARATIVE ANALYSIS OF CONSUMER PREFERENCE TOWARDS AMUL AND VERKA IN JALANDHAR

Abhishek Arora, Bhim Singh & kamaljeet Bhandari

Lovely Professional University, Punjab (India)

Abstract
Purpose: The aim of this empirical study of consumer perception towards Amul and Verka in Jalandhar. AND
To study various factors influencing consumer preference towards various dairy products.

Design/Methodology/Approaches: The design of this study is descriptive because questionnaire was used to
run a survey among the total of 150 respondents will be chosen to conduct the research and analysis various factors which is influencing their thinking.

Findings:
Dairy product Company is contributing a major portion to the economic growth. In Jalandhar the potentiality of this sector is bright. Competition is high in Amul & verka Company as a lot of companies are Fighting for the market share, specially for milk. Though milk product is the market leader, Verka & Amul brand has achieved the best Position through delivering better quality and price. Most of the consumers of Milk is used every day. Now-a-days, people are so busy that they cant or dont watch TV. Moreover, because there are many national TV channels, people switch from one channel to another during the commercial breaks. Therefore, the TV commercials cannot convey the message cost effectively to mass people. Therefore, all the companies are emphasizing on outdoor advertisement. The analysis highlights from the survey consumer perception is dependent upon my study population 50% respondent are using Amul product and 50% are using Verka product And the factors which are affecting the decision of using the Amul product are: 1) I prefer Amul because its creative and innovative Advertisement 2) I prefer Amul because of its packaging. 3) I prefer Amul because its products are proper labeled. The factors which are affecting the decision of using the Amul product are: 1) I prefer Amul because its quality is better than competitors 2) I prefer Amul because its creative and innovative Advertisement 3) I prefer Amul because its nutritional product 4) I prefer Amul because it is very popular brand These are the various product because of that consumer are using Dairy products.

Further research: Further area of research could we made. Key words: Consumer perception, Research papers, Satisfaction, Paper type.

Introduction:Dairy products are generally defined as foods produced from cows or domestic buffalos milk. They are usually high-energy-yielding food products. A production plant for such processing is called a dairy or a dairy factory. Raw milk for processing mostly comes from and to a lesser amount from domestic buffaloes, but occasionally from other mammals such as goats, sheep, yaks, camels, or horses, Dairy products are commonly found in European, middle eastern and Indian cuisine, where as they are almost unknown in east Asian cuisine.

Objective: 1) To study consumer preference towards Amul and Verka in Jalandhar. 2) To study various factor influencing consumer preference to wards various dairy product.

Need of the study:To study various factor which affect consumer behavior preference towards various dairy products available in the market.

Scope of the study:There are so many competitions in the market of the dairy products. So our study mainly focuses upon to know the customer behavior regarding to verka and Amul products.

Review literature:1. Paul, (1996) descripes various methods of drepration of concentrated and dairy milks creams, butter, fermented milk products. Various physical and chemical changes taking place during the preparation of these products was also studied. 2. Alan et al, (1998) studied the dectofuge system to remove spores from cheese milk that could cause latent fermentation in semi hard cheese. This method is widely used for processing consumption milk. It was concluded that by this system shelf life of the milk was increased, resulting in consumer satisfaction and increased demand of the product. 3. Seamus,(1999) studied and developed a method for estimating monthly milk price sedule to study the effect season in Ireland and Scotland. It was concluded that these models were useful in providing monthly producer milk price sedule. 4. Nazlin (1999) studied the various factors affecting visual texture perception. It was concluded that due to variation in visual texture parameter. Result in affecting quality of dairy product. 5. John et al, (2000) compiled a questionnaire stating the taste of home-made and commercial dairy ice-cream between various participants. It was concluded that out of 100% participants 56% participants was in favor of homemade ice-cream due to superior taste, quality and proper knowledge of ingredients. 6. K.M.Millar et al, (2002) studied two dairy tech neologies, bovine somatorophin and automatic milking system to evaluate the consumers attitude towards these 2 dairy technologies. It was concluded that automatic milking system served as an ethical and an acceptable dairy system as compared to bovine smote trephine which served as a miner side. 7. Andrew et al, (2003) studied consumer response to the dairy sector in the UK. Stress was paid on factors that affect consumer purchasing and consumption behavior across wide range of dairy products. 8. Elaine et al, (2005) studied determine the level of acceptance of a hypothetical genetically modified dairy spread in a particular country (Ireland). He concluded that genetically modified product was rejected by most of the mentioned countrymen. Such information provided immense knowledge to the existing market players and to companies considering opportunities in the market. 9. Jane et al, (2006) studied the consumption patterns of fresh milk. Among yogurt drinks and flavor of milk and milk products are the main area of consumers satisfaction consumer. Who purchased larger quantities of milk and milk products are those who have relatively higher household incomes. 10. John et al, (2008) investigated various factors affecting of milk perception in a country (Scotland). He studied various marketing campaign and its effectiveness in portraying milk as an effective healthy product. He concluded that there was a high recognition and positive attitude towards the campaign health benefits from the milk was viewed but they did not appear to be instrumental.

11. Fang et al, (2008) studied various challenges and opportunities that occurred in the dairy industry after Poland entered into the European Union. Poland a doped the ultra high temperature dairy system the study revealed that ultra high temperature milk market in Poland presents marketing persistence meaning short term marketing efforts can generate long term revenue effects. 12. Peter, (2009) studied and made an analysis regarding problems of quality failure in dairy market in china with regard to recent case of melamine contaminated dairy products. It was analyzed that it is possible to control quality and safety problems and also to identify the key environmental conditions in china that contribute to the problems with dairy industry. 13. Shao, (2009) studied the improvement of flavor of dairy food by production of national fruity flavor. In situ production of aroma-active esters in dairy foods was done in order to improve flavor and also to produce fruity flavor concentrate. 14. Christian et al,(2009) studied and applied structural approach to understand the importance of personal ecological norms in purchasing organic food. It was revealed that people having strong. Personal norms use organic production, ingredients as their main crier a during decision process. 15. Hecer, (2010) studied effects of various socio-economic factors on the consumption of milk and milk products. Main socio-economic factors that were revealed from the study was between urban and rural population in terms of age, education, occupation income that affects their consumption behavior rural consumers being. Illiterate and having low income generally consume unpasteurized milk where as urban consumers having high income consumes pasteurized milk.

Research methodology
Research design
A research design is the specification of methods and procedure for acquiring information needed. According to our research design we will perform the following step in the project. To decide the objective of the research To determine the most suitable method of research To determine the source of the data collection To determine suitable sampling design and sample size To conduct the survey for data collection To process and analyze data

Sample Size:- Total of 150 respondents will be chosen to conduct the research Sample units- students, businessmen, self employees. Data collection method1) Primary data: It will 2) Secondary data:

be collected with the help of a self administered questionnaire.

it will be collected with the help of books, research papers, magazines, news papers, journals,

internet, etc.

Research design: Descriptive research

DATA ANALYSIS

The responses from the questionnaires were tabulated and analyzed using the Statistical Package for the Social Sciences (SPSS) version 16.0. The statistical procedures used were the descriptive statistics in obtaining percentage.

AREA OF STUDY: I did my study at Jalandhar.

Analysis:

Verka
KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy. Bartlett's Test of Sphericity Approx. Chi-Square Df Sig. .804 354.985 91 .000

Interpretation:-

The value of KMO indicates the adequacy of the data. If the value of KMO is 0.9 then its best and if its less than 0.5then data it is unacceptable. We can see the value of KMO greater than 0.5 hence the data collected is adequate for research. The value of KMO indicates that whether the data is ready for factor analysis.

Communalities Initial I prefer verka because it is best brand available in market. I prefer verka because its quality is better than competitors I prefer verka because its creative and innovative Advertisement I prefer verka because it is Reasonably priced I prefer verka because it is easily Availability I prefer verka because it is tastier than competitors products I prefer verka because its nutritional product I prefer verka because its products are hygienic I prefer verka because of its packaging. I prefer verka because its products are Proper labeled I prefer verka because it has all the food trademarks I prefer verka because it is very popular brand I prefer verka because its products are available in various flavor I prefer verka because its products are easy to carry 1.000 .642 1.000 .495 1.000 .735 1.000 .616 1.000 .546 1.000 .581 1.000 .461 1.000 Extraction .395

1.000

.599

1.000

.737

1.000

.601

1.000

.576

1.000

.470

1.000

.450

Extraction Method: Principal Component Analysis.

Total Variance Explained Compone nt 1 2 3 4 5 6 7 8 9 10 11 12 13 14 Total 4.835 1.833 1.235 .973 .894 .796 .686 .575 .485 .427 .398 .332 .304 .226 Initial Eigenvalues % of Variance 34.539 13.094 8.824 6.950 6.389 5.685 4.902 4.105 3.466 3.051 2.843 2.368 2.169 1.614 Cumulative % 34.539 47.633 56.457 63.407 69.796 75.482 80.384 84.489 87.955 91.006 93.849 96.217 98.386 100.000 Extraction Sums of Squared Loadings Total 4.835 1.833 1.235 % of Variance 34.539 13.094 8.824 Cumulative % 34.539 47.633 56.457 Total 2.977 2.951 1.975 Rotation Sums of Squared Loadings % of Variance 21.265 21.081 14.110 Cumulative % 21.265 42.347 56.457

Extraction Method: Principal Component Analysis.

Component Matrixa Component 1 I prefer verka because it is best brand available in market. I prefer verka because its quality is better than competitors I prefer verka because its creative and innovative Advertisement I prefer verka because it is Reasonably priced I prefer verka because it is easily Availability I prefer verka because it is tastier than competitors products I prefer verka because its .615 -.597 .011 .715 -.314 .082 .472 .207 .529 .619 .375 -.240 .520 -.364 -.240 .570 2 -.217 3 -.150

.458

-.104

.615

Total Variance Explained Compone nt 1 2 3 4 5 6 7 8 9 10 11 12 13 14 Total 4.835 1.833 1.235 .973 .894 .796 .686 .575 .485 .427 .398 .332 .304 .226 Initial Eigenvalues % of Variance 34.539 13.094 8.824 6.950 6.389 5.685 4.902 4.105 3.466 3.051 2.843 2.368 2.169 1.614 Cumulative % 34.539 47.633 56.457 63.407 69.796 75.482 80.384 84.489 87.955 91.006 93.849 96.217 98.386 100.000 Extraction Sums of Squared Loadings Total 4.835 1.833 1.235 % of Variance 34.539 13.094 8.824 Cumulative % 34.539 47.633 56.457 Total 2.977 2.951 1.975 Rotation Sums of Squared Loadings % of Variance 21.265 21.081 14.110 Cumulative % 21.265 42.347 56.457

Extraction Method: Principal Component Analysis.

Component Matrixa Component 1 I prefer verka because it is best brand available in market. I prefer verka because its quality is better than competitors I prefer verka because its creative and innovative Advertisement I prefer verka because it is Reasonably priced I prefer verka because it is easily Availability I prefer verka because it is tastier than competitors products I prefer verka because its .615 -.597 .011 .715 -.314 .082 .472 .207 .529 .619 .375 -.240 .520 -.364 -.240 .570 2 -.217 3 -.150

.458

-.104

.615

Total Variance Explained Compone nt 1 2 3 4 5 6 7 8 9 10 11 12 13 14 Total 4.835 1.833 1.235 .973 .894 .796 .686 .575 .485 .427 .398 .332 .304 .226 Initial Eigenvalues % of Variance 34.539 13.094 8.824 6.950 6.389 5.685 4.902 4.105 3.466 3.051 2.843 2.368 2.169 1.614 Cumulative % 34.539 47.633 56.457 63.407 69.796 75.482 80.384 84.489 87.955 91.006 93.849 96.217 98.386 100.000 Extraction Sums of Squared Loadings Total 4.835 1.833 1.235 % of Variance 34.539 13.094 8.824 Cumulative % 34.539 47.633 56.457 Total 2.977 2.951 1.975 Rotation Sums of Squared Loadings % of Variance 21.265 21.081 14.110 Cumulative % 21.265 42.347 56.457

Extraction Method: Principal Component Analysis.

Component Matrixa Component 1 I prefer verka because it is best brand available in market. I prefer verka because its quality is better than competitors I prefer verka because its creative and innovative Advertisement I prefer verka because it is Reasonably priced I prefer verka because it is easily Availability I prefer verka because it is tastier than competitors products I prefer verka because its .615 -.597 .011 .715 -.314 .082 .472 .207 .529 .619 .375 -.240 .520 -.364 -.240 .570 2 -.217 3 -.150

.458

-.104

.615

Interpretation:The component Matrix shows that in component one there are 12 factors with value greater than 0.5 and in the 2nd component only one factor is having value greater than 0.5. In the third component there is also only two factor having value greater than 0.5.

Rotated Component Matrixa Component 1 I prefer verka because it is best brand available in market. I prefer verka because its quality is better than competitors I prefer verka because its creative and innovative Advertisement I prefer verka because it is Reasonably priced I prefer verka because it is easily Availability I prefer verka because it is tastier than competitors products I prefer verka because its nutritional product I prefer verka because its products are hygienic I prefer verka because of its packaging. I prefer verka because its products are Proper labeled I prefer verka because it has all the food trademarks I prefer verka because it is very popular brand I prefer verka because its products are available in various flavor I prefer verka because its products are easy to carry -.164 .654 .433 -.011 .409 .572 .848 .064 .113 .683 .250 .297 .096 .150 .717 .104 .735 .171 .622 .261 -.078 .532 2 .329 3 .062

.326

-.076

.698

.824

.014

.242

.272

.725

.021

.349

.674

-.020

.269

.594

.212

.154

.460

.464

Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization. a. Rotation converged in 5 iterations.

Component Transformation Matrix Compon ent 1 2 3 1 .618 -.784 -.063 2 .652 .555 -.516 3 .439 .278 .854

Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization.

AMUL

KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy. Bartlett's Test of Sphericity Approx. Chi-Square Df Sig. .753 359.713 91 .000

Interpretation:The value of KMO indicates the adequacy of the data. If the value of KMO is 0.9 then its best and if its less than 0.5then data it is unacceptable. We can see the value of KMO greater than 0.5 hence the data collected is adequate for research. The value of KMO indicates that whether the data is ready for factor analysis.

Communalities Initial I prefer Amul because it is best brand available in market. I prefer Amul because its quality is better than competitors I prefer Amul because its creative and innovative Advertisement I prefer Amul because it is Reasonable priced I prefer Amul because it is easily Availability I prefer Amul because it is tastier than competitors products I prefer Amul because its nutritional product I prefer Amul because its products are hygienic I prefer Amul because of its packaging I prefer Amul because its products are Proper labeled I prefer Amul because it has all the food trademarks I prefer Amul because it is very popular brand I prefer Amul because its products are available in various flavor I prefer Amul because its products are easy to carry 1.000 .478 1.000 .787 1.000 .750 1.000 .590 1.000 .481 1.000 .664 1.000 .770 1.000 Extraction .608

1.000

.593

1.000

.723

1.000

.583

1.000

.667

1.000

.569

1.000

.606

Extraction Method: Principal Component Analysis. Total Variance Explained Compone nt 1 2 3 4 5 6 7 8 9 10 11 12 13 14 Total 4.822 1.486 1.393 1.166 .875 .785 .653 .622 .539 .464 .417 .356 .238 .183 Initial Eigenvalues % of Variance 34.446 10.615 9.951 8.330 6.252 5.610 4.664 4.446 3.851 3.311 2.980 2.541 1.698 1.305 Cumulative % 34.446 45.061 55.012 63.342 69.594 75.204 79.868 84.314 88.164 91.476 94.456 96.997 98.695 100.000 Extraction Sums of Squared Loadings Total 4.822 1.486 1.393 1.166 % of Variance 34.446 10.615 9.951 8.330 Cumulative % 34.446 45.061 55.012 63.342 Total 2.780 2.139 2.134 1.814 Rotation Sums of Squared Loadings % of Variance 19.858 15.279 15.246 12.959 Cumulative % 19.858 35.137 50.383 63.342

Extraction Method: Principal Component Analysis. Component Matrixa Component 1 I prefer Amul because it is best .294 2 .575 3 .233 4 -.369

Communalities Initial I prefer Amul because it is best brand available in market. I prefer Amul because its quality is better than competitors I prefer Amul because its creative and innovative Advertisement I prefer Amul because it is Reasonable priced I prefer Amul because it is easily Availability I prefer Amul because it is tastier than competitors products I prefer Amul because its nutritional product I prefer Amul because its products are hygienic I prefer Amul because of its packaging I prefer Amul because its products are Proper labeled I prefer Amul because it has all the food trademarks I prefer Amul because it is very popular brand I prefer Amul because its products are available in various flavor I prefer Amul because its products are easy to carry 1.000 .478 1.000 .787 1.000 .750 1.000 .590 1.000 .481 1.000 .664 1.000 .770 1.000 Extraction .608

1.000

.593

1.000

.723

1.000

.583

1.000

.667

1.000

.569

1.000

.606

Extraction Method: Principal Component Analysis. Total Variance Explained Compone nt 1 2 3 4 5 6 7 8 9 10 11 12 13 14 Total 4.822 1.486 1.393 1.166 .875 .785 .653 .622 .539 .464 .417 .356 .238 .183 Initial Eigenvalues % of Variance 34.446 10.615 9.951 8.330 6.252 5.610 4.664 4.446 3.851 3.311 2.980 2.541 1.698 1.305 Cumulative % 34.446 45.061 55.012 63.342 69.594 75.204 79.868 84.314 88.164 91.476 94.456 96.997 98.695 100.000 Extraction Sums of Squared Loadings Total 4.822 1.486 1.393 1.166 % of Variance 34.446 10.615 9.951 8.330 Cumulative % 34.446 45.061 55.012 63.342 Total 2.780 2.139 2.134 1.814 Rotation Sums of Squared Loadings % of Variance 19.858 15.279 15.246 12.959 Cumulative % 19.858 35.137 50.383 63.342

Extraction Method: Principal Component Analysis. Component Matrixa Component 1 I prefer Amul because it is best .294 2 .575 3 .233 4 -.369

Communalities Initial I prefer Amul because it is best brand available in market. I prefer Amul because its quality is better than competitors I prefer Amul because its creative and innovative Advertisement I prefer Amul because it is Reasonable priced I prefer Amul because it is easily Availability I prefer Amul because it is tastier than competitors products I prefer Amul because its nutritional product I prefer Amul because its products are hygienic I prefer Amul because of its packaging I prefer Amul because its products are Proper labeled I prefer Amul because it has all the food trademarks I prefer Amul because it is very popular brand I prefer Amul because its products are available in various flavor I prefer Amul because its products are easy to carry 1.000 .478 1.000 .787 1.000 .750 1.000 .590 1.000 .481 1.000 .664 1.000 .770 1.000 Extraction .608

1.000

.593

1.000

.723

1.000

.583

1.000

.667

1.000

.569

1.000

.606

Extraction Method: Principal Component Analysis. Total Variance Explained Compone nt 1 2 3 4 5 6 7 8 9 10 11 12 13 14 Total 4.822 1.486 1.393 1.166 .875 .785 .653 .622 .539 .464 .417 .356 .238 .183 Initial Eigenvalues % of Variance 34.446 10.615 9.951 8.330 6.252 5.610 4.664 4.446 3.851 3.311 2.980 2.541 1.698 1.305 Cumulative % 34.446 45.061 55.012 63.342 69.594 75.204 79.868 84.314 88.164 91.476 94.456 96.997 98.695 100.000 Extraction Sums of Squared Loadings Total 4.822 1.486 1.393 1.166 % of Variance 34.446 10.615 9.951 8.330 Cumulative % 34.446 45.061 55.012 63.342 Total 2.780 2.139 2.134 1.814 Rotation Sums of Squared Loadings % of Variance 19.858 15.279 15.246 12.959 Cumulative % 19.858 35.137 50.383 63.342

Extraction Method: Principal Component Analysis. Component Matrixa Component 1 I prefer Amul because it is best .294 2 .575 3 .233 4 -.369

Communalities Initial I prefer Amul because it is best brand available in market. I prefer Amul because its quality is better than competitors I prefer Amul because its creative and innovative Advertisement I prefer Amul because it is Reasonable priced I prefer Amul because it is easily Availability I prefer Amul because it is tastier than competitors products I prefer Amul because its nutritional product I prefer Amul because its products are hygienic I prefer Amul because of its packaging I prefer Amul because its products are Proper labeled I prefer Amul because it has all the food trademarks I prefer Amul because it is very popular brand I prefer Amul because its products are available in various flavor I prefer Amul because its products are easy to carry 1.000 .478 1.000 .787 1.000 .750 1.000 .590 1.000 .481 1.000 .664 1.000 .770 1.000 Extraction .608

1.000

.593

1.000

.723

1.000

.583

1.000

.667

1.000

.569

1.000

.606

Extraction Method: Principal Component Analysis. Total Variance Explained Compone nt 1 2 3 4 5 6 7 8 9 10 11 12 13 14 Total 4.822 1.486 1.393 1.166 .875 .785 .653 .622 .539 .464 .417 .356 .238 .183 Initial Eigenvalues % of Variance 34.446 10.615 9.951 8.330 6.252 5.610 4.664 4.446 3.851 3.311 2.980 2.541 1.698 1.305 Cumulative % 34.446 45.061 55.012 63.342 69.594 75.204 79.868 84.314 88.164 91.476 94.456 96.997 98.695 100.000 Extraction Sums of Squared Loadings Total 4.822 1.486 1.393 1.166 % of Variance 34.446 10.615 9.951 8.330 Cumulative % 34.446 45.061 55.012 63.342 Total 2.780 2.139 2.134 1.814 Rotation Sums of Squared Loadings % of Variance 19.858 15.279 15.246 12.959 Cumulative % 19.858 35.137 50.383 63.342

Extraction Method: Principal Component Analysis. Component Matrixa Component 1 I prefer Amul because it is best .294 2 .575 3 .233 4 -.369

Communalities Initial I prefer Amul because it is best brand available in market. I prefer Amul because its quality is better than competitors I prefer Amul because its creative and innovative Advertisement I prefer Amul because it is Reasonable priced I prefer Amul because it is easily Availability I prefer Amul because it is tastier than competitors products I prefer Amul because its nutritional product I prefer Amul because its products are hygienic I prefer Amul because of its packaging I prefer Amul because its products are Proper labeled I prefer Amul because it has all the food trademarks I prefer Amul because it is very popular brand I prefer Amul because its products are available in various flavor I prefer Amul because its products are easy to carry 1.000 .478 1.000 .787 1.000 .750 1.000 .590 1.000 .481 1.000 .664 1.000 .770 1.000 Extraction .608

1.000

.593

1.000

.723

1.000

.583

1.000

.667

1.000

.569

1.000

.606

Extraction Method: Principal Component Analysis. Total Variance Explained Compone nt 1 2 3 4 5 6 7 8 9 10 11 12 13 14 Total 4.822 1.486 1.393 1.166 .875 .785 .653 .622 .539 .464 .417 .356 .238 .183 Initial Eigenvalues % of Variance 34.446 10.615 9.951 8.330 6.252 5.610 4.664 4.446 3.851 3.311 2.980 2.541 1.698 1.305 Cumulative % 34.446 45.061 55.012 63.342 69.594 75.204 79.868 84.314 88.164 91.476 94.456 96.997 98.695 100.000 Extraction Sums of Squared Loadings Total 4.822 1.486 1.393 1.166 % of Variance 34.446 10.615 9.951 8.330 Cumulative % 34.446 45.061 55.012 63.342 Total 2.780 2.139 2.134 1.814 Rotation Sums of Squared Loadings % of Variance 19.858 15.279 15.246 12.959 Cumulative % 19.858 35.137 50.383 63.342

Extraction Method: Principal Component Analysis. Component Matrixa Component 1 I prefer Amul because it is best .294 2 .575 3 .233 4 -.369

Communalities Initial I prefer Amul because it is best brand available in market. I prefer Amul because its quality is better than competitors I prefer Amul because its creative and innovative Advertisement I prefer Amul because it is Reasonable priced I prefer Amul because it is easily Availability I prefer Amul because it is tastier than competitors products I prefer Amul because its nutritional product I prefer Amul because its products are hygienic I prefer Amul because of its packaging I prefer Amul because its products are Proper labeled I prefer Amul because it has all the food trademarks I prefer Amul because it is very popular brand I prefer Amul because its products are available in various flavor I prefer Amul because its products are easy to carry 1.000 .478 1.000 .787 1.000 .750 1.000 .590 1.000 .481 1.000 .664 1.000 .770 1.000 Extraction .608

1.000

.593

1.000

.723

1.000

.583

1.000

.667

1.000

.569

1.000

.606

Extraction Method: Principal Component Analysis. Total Variance Explained Compone nt 1 2 3 4 5 6 7 8 9 10 11 12 13 14 Total 4.822 1.486 1.393 1.166 .875 .785 .653 .622 .539 .464 .417 .356 .238 .183 Initial Eigenvalues % of Variance 34.446 10.615 9.951 8.330 6.252 5.610 4.664 4.446 3.851 3.311 2.980 2.541 1.698 1.305 Cumulative % 34.446 45.061 55.012 63.342 69.594 75.204 79.868 84.314 88.164 91.476 94.456 96.997 98.695 100.000 Extraction Sums of Squared Loadings Total 4.822 1.486 1.393 1.166 % of Variance 34.446 10.615 9.951 8.330 Cumulative % 34.446 45.061 55.012 63.342 Total 2.780 2.139 2.134 1.814 Rotation Sums of Squared Loadings % of Variance 19.858 15.279 15.246 12.959 Cumulative % 19.858 35.137 50.383 63.342

Extraction Method: Principal Component Analysis. Component Matrixa Component 1 I prefer Amul because it is best .294 2 .575 3 .233 4 -.369

Interpretation:The component Matrix shows that in component one there are ten factors with value greater than 0.5 and in the 2nd component only two factor is having value greater than 0.5. In the third component there is two factor having value greater than 0.5. and forth component only one grater then 0.5.

Rotated Component Matrixa Component 1 I prefer Amul because it is best brand available in market. I prefer Amul because its quality is better than competitors I prefer Amul because its creative and innovative Advertisement I prefer Amul because it is Reasonable priced I prefer Amul because it is easily Availability I prefer Amul because it is tastier than competitors products I prefer Amul because its nutritional product I prefer Amul because its products are hygienic I prefer Amul because of its packaging I prefer Amul because its products are Proper labeled I prefer Amul because it has all the food trademarks I prefer Amul because it is very popular brand I prefer Amul because its products are available in various flavor I prefer Amul because its products are easy to carry .358 .201 .135 .539 .166 -.031 .057 .869 .126 .827 .154 .159 -.026 .577 .081 .500 .094 .443 .437 .291 .737 .024 .302 .172 .335 -.050 .735 .340 -.041 2 .063 3 .762 4 -.144

.158

.252

.691

.166

.377

.741

.028

-.179

.709

.119

-.194

.171

.780

.106

.155

.153

.599

.425

.135

-.109

.554

.241

.348

.345

Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization. a. Rotation converged in 9 iterations.

Component Transformation Matrix Compon ent 1 2 3 4 1 .640 -.505 -.400 -.419 2 .470 -.268 .791 .284 3 .457 .791 .135 -.384 4 .401 .218 -.442 .772

Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization.

Findings:

 Dairy product Company is contributing a major portion to the economic growth. In Jalandhar the potentiality of this sector is bright. Competition is high in Amul & verka Company as a lot of companies are Fighting for the market share, specially for milk. Though milk product is the market leader, Verka & Amul brand has achieved the best Position through delivering better quality and price. Most of the consumers of Milk are used every day. Now-a-days, people are so busy that they cant or dont watch TV. Moreover, because there are many national TV channels, people switch from one channel to another during the commercial breaks. Therefore, the TV commercials cannot convey the message cost effectively to mass people. Therefore, all the companies are emphasizing on outdoor advertisement. From my study population 50% respondent are using Amul product and 50% are using Verka product And the factors which are affecting the decision of using the Amul product are: 1) I prefer Amul because its creative and innovative Advertisement 2) I prefer Amul because of its packaging. 3) I prefer Amul because its products are proper labeled. The factors which are affecting the decision of using the Amul product are: 5) I prefer Amul because its quality is better than competitors 6) I prefer Amul because its creative and innovative Advertisement 7) I prefer Amul because its nutritional product 8) I prefer Amul because it is very popular brand These are the various product because of that consumer are using Dairy products.

Recommendation and conclusion:

Annexure
QUESTIONNAIRE
Date _____________ No. ______ Dear Sir/Madam, I am the student of Lovely Institute of Management (LPU) are conducting a study on COMPARATIVE ANALYSIS OF CONSUMER PREFERENCE TOWARDS AMUL AND VERKA IN JALANDHAR. Please fill in the following questionnaire to help us in our survey. Q.

Q.No.1 .Do you use dairy product? a) Yes b) No

If no than move to Q. no. 8 Q.No.2. which dairy product you use mostly? a) Milk c) Butter b) Ghee d) Cheese

e) If any other please mention which _______________

Q.No.3.How frequently do you use dairy product.

a) Daily c) Monthly

b) Weakly d) Occasionally

Q.No.4. which dairy products do you prefer? a) Amul c) Other Please mention if any other _____________________ If Amul move to Q. no.7 and verka Q. no.6 If any other sec. B Q.No.5. for how long you have been using this brand a) Less than 1 year c) More than 5 year Q.No.6. Please kindly ranks in your order on a scale of 1 to 5.Why do you prefer verka brand? (1Strongly agree, 2- Probably agree, 3- Satisfactory, 4- Disagree, 5- Strongly disagree.) b) 2-5 year b) Verka

Factors a) I prefer verka because it is best brand available in market. b) I prefer verka because its quality is better than competitors c) I prefer verka because its creative and innovative Advertisement d) I prefer verka because it is Reasonably priced e) I prefer verka because it is easily Availability f) I prefer verka because it is tastier than competitors products g) I prefer verka because its nutritional product h) I prefer verka because its products are hygienic I) I prefer verka because of its packaging. j) I prefer verka because its products are Proper labeled k) I prefer verka because it has all the food trademarks
l) I prefer verka because it is very popular brand m) I prefer verka because its products are available in various flavor n) I prefer verka because its products are easy to carry

Q.No.7.Please kindly ranks in your order on a scale of 1 to 5.Why do you prefer amoul brand? (1Strongly agree, 2- Probably agree, 3- Satisfactory, 4- Disagree, 5- Strongly disagree.)

a) I prefer Amul because it is best brand available in market. b) I prefer Amul because its quality is better than competitors c) I prefer Amul because its creative and innovative
Advertisement

d) I prefer Amul because it is Reasonable priced e) I prefer Amul because it is easily Availability f) I prefer Amul because it is tastier than competitors products g) I prefer Amul because its nutritional product h) I prefer Amul because its products are hygienic I ) I prefer Amul because of its packaging j) I prefer Amul because its products are Proper labeled k) I prefer Amul because it has all the food trademarks
l) I prefer Amul because it is very popular brand

m) I prefer Amul because its products are available in various flavor n) I prefer Amul because its products are easy to carry

Q. No. 8.Why dont you use dairy product? a) Expensive c) Doesnt like taste b) d) perishable any other

If any other please mention reason _______________________________________ Section B. Please let us know a little about you. Name ____________________________________________________ Q.No.9.Age a) Less than 20 d) 30-35 b) 20-25 e) Above 35 c) 25-30

Q.No.10. Gender a) Male b) Female

Q.No.11. Occupation a) Student c) Business b) Service d) housewife

Q.No.12.Monthly Income a) 10,000-15,000 c) 20,000-25000 b) 15,000-20,000 d) Above 25,000

Place____________________

Graphs:
VERKA

Statistics Do you use dairy product N Valid Missing 75 0

Do you use dairy product Cumulative Frequency Valid yes 75 Percent 100.0 Valid Percent 100.0 Percent 100.0

INTERPRETATION After surveying it has been found that all of the peoples i.e.100% of peoples are heared about dairy products.

Statistics which dairy product you use mostly N Valid Missing 75 0

which dairy product you use mostly Cumulative Frequency Valid milk ghee butter cheese Total 53 9 8 5 75 Percent 70.7 12.0 10.7 6.7 100.0 Valid Percent 70.7 12.0 10.7 6.7 100.0 Percent 70.7 82.7 93.3 100.0

Interpretation:According to chart we can say that customer used milk 70.67% which is more than other products like ghee, butter, and cheese. It means that customer mainly used only milk.
Statistics How frequently do you use dairy product N Valid Missing 75 0

How frequently do you use dairy product Cumulative Frequency Valid Daily Weakly Monthly Occasionally Total 47 20 2 6 75 Percent 62.7 26.7 2.7 8.0 100.0 Valid Percent 62.7 26.7 2.7 8.0 100.0 Percent 62.7 89.3 92.0 100.0

Interpretation:According to chart we can say that customer used dairy products daily more. Daily use of dairy product 62.67% which is highest used from other frequents like weekly, monthly, occasionally.
Statistics which diary products do you prefer N Valid Missing 75 0

which diary products do you prefer Cumulative Frequency Valid amul verka Total 1 74 75 Percent 1.3 98.7 100.0 Valid Percent 1.3 98.7 100.0 Percent 1.3 100.0

Interpretation:This diagram shows that 98.6% of people like verka product

Statistics for how long you have been using this brand N Valid Missing 75 0

for how long you have been using this brand Cumulative Frequency Valid less than 1 year 2-5 year more than 5 year Total 21 27 27 75 Percent 28.0 36.0 36.0 100.0 Valid Percent 28.0 36.0 36.0 100.0 Percent 28.0 64.0 100.0

Interpretation:This diagram shows that 28% of people use this brand for less than 1year and 36%of people use it for 2-5 and more one five year.

Statistics Age N Valid Missing less than 20 20-25 25-30 above35 5 Total Frequency 75 0 13 55 4 2 1 75 Percent 17.3 73.3 5.3 2.7 1.3 100.0 Valid Percent 17.3 73.3 5.3 2.7 1.3 100.0 Age Cumulative Percent 17.3 90.7 96.0 98.7 100.0

Valid

Interpretation:This diagram shows that less than 20 age people use 17.33% and 20-25 age people 73.33% use and 25-30age people 5.33%use and above35 age people 2.67%used the dairy product

Statistics Gender N Valid Missing 75 0

Gender Cumulative Frequency Valid male female Total 53 22 75 Percent 70.7 29.3 100.0 Valid Percent 70.7 29.3 100.0 Percent 70.7 100.0

Interpretation:This diagram show that the male are used 70.67% and female 29.33% are used the dairy product.

Statistics Occupation N Valid Missing 75 0

Occupation Cumulative Frequency Valid Student Service Business Total 63 9 3 75 Percent 84.0 12.0 4.0 100.0 Valid Percent 84.0 12.0 4.0 100.0 Percent 84.0 96.0 100.0

Interpretation:This diagram shows that student used dairy product 84% and service people used 12% and business man 4% used.

Statistics Monthly Income N Valid Missing 27 48

Monthly Income Cumulative Frequency Valid 10,000-15,000 15,000-20,000 20,000-25,000 Above25,000 Total Missing Total System 11 6 3 7 27 48 75 Percent 14.7 8.0 4.0 9.3 36.0 64.0 100.0 Valid Percent 40.7 22.2 11.1 25.9 100.0 Percent 40.7 63.0 74.1 100.0

Interpretation:This diagram shows that people with monthly income 10,000-15000 uses 40.74% of product. And 15000-20000 uses 22.22% and 20.000-25000uses 11.11% and above 25000uses 25.93%pople used the dairy product.

AMUL

Statistics Do you use dairy product N Valid Missing 75 0

Do you use dairy product Cumulative Frequency Valid yes 75 Percent 100.0 Valid Percent 100.0 Percent 100.0

Interpretion:After surveying it has been found that all of the peoples i.e.100% of peoples are heared about dairy products.

Statistics which dairy product you use mostly N Valid Missing 75 0

which dairy product you use mostly Cumulative Frequency Valid milk ghee butter cheese Total 38 8 23 6 75 Percent 50.7 10.7 30.7 8.0 100.0 Valid Percent 50.7 10.7 30.7 8.0 100.0 Percent 50.7 61.3 92.0 100.0

Interpretation:According to chart we can say that customer used milk 50.67% which is more than other products like ghee, butter, and cheese. It means that customer mainly used only milk.

Statistics How frequently do you use dairy product. N Valid Missing 75 0

How frequently do you use dairy product. Cumulative Frequency Valid Daily Weakly Monthly Occasionally Total 39 24 3 9 75 Percent 52.0 32.0 4.0 12.0 100.0 Valid Percent 52.0 32.0 4.0 12.0 100.0 Percent 52.0 84.0 88.0 100.0

Interpretation:According to chart we can say that customer used dairy products daily more. Daily use of dairy product 52% which is highest used from other frequents like weekly, monthly, occasionally.

Statistics which diary products do you prefer N Valid Missing 75 0

which diary products do you prefer Cumulative Frequency Valid amul 75 Percent 100.0 Valid Percent 100.0 Percent 100.0

Interpretation:This diagram shows the 100% people use Amul product.

Statistics for how long you have been using this brand N Valid Missing 75 0

for how long you have been using this brand Cumulative Frequency Valid less than 1 year 2-5year more than 5 year Total 10 29 36 75 Percent 13.3 38.7 48.0 100.0 Valid Percent 13.3 38.7 48.0 100.0 Percent 13.3 52.0 100.0

Interpretation:This diagram shows that 13.33% of people use this brand for less than 1year and 38.67%of people use it for 2-5 and more than five year used 48% people.

Statistics Age N Valid Missing 75 0

Age Cumulative Frequency Valid Less than 20 20-25 25-30 30-35 Above 35 Total 14 50 2 4 5 75 Percent 18.7 66.7 2.7 5.3 6.7 100.0 Valid Percent 18.7 66.7 2.7 5.3 6.7 100.0 Percent 18.7 85.3 88.0 93.3 100.0

Interpretation:This diagram shows that less than 20 age people use 18.67% and 20-25 age people 66.67% use and 25-30age people 2.67%use and above35 age people 6.67%used the dairy product

Statistics Gender N Valid Missing 75 0

Gender Cumulative Frequency Valid Male Female Total 49 26 75 Percent 65.3 34.7 100.0 Valid Percent 65.3 34.7 100.0 Percent 65.3 100.0

Interpretation:This diagram show that the male are used 65.33% and female 34.67% are used the dairy product.

Statistics Occupation N Valid Missing 75 0

Occupation Cumulative Frequency Valid Student Service Business Housewife Total 60 8 4 3 75 Percent 80.0 10.7 5.3 4.0 100.0 Valid Percent 80.0 10.7 5.3 4.0 100.0 Percent 80.0 90.7 96.0 100.0

Interpretation:-

This diagram shows that student used dairy product 80% and service people used 10.67% and business man 5.33% used and house wife 4% used the dairy product. Students are using more product.

Statistics Monthly Income N Valid Missing 32 43

Monthly Income Cumulative Frequency Valid 10,000-15,000 15,000-20,000 20,000-25000 Above 25,000 Total Missing Total System 9 13 2 8 32 43 75 Percent 12.0 17.3 2.7 10.7 42.7 57.3 100.0 Valid Percent 28.1 40.6 6.2 25.0 100.0 Percent 28.1 68.8 75.0 100.0

Interpretation:-

This diagram shows that people with monthly income 10,000-15000 uses 28.12% of product. And 15000-20000 uses 40.62% and 20.000-25000uses 6.25% and above 25000uses 25%pople used the dairy product

Recommendation & conclusion:

Do not make incentives cumbersome for the individual salesperson to understand or track. It is de-motivating to have to puzzle over incentive systems, and salespeople will simply not bother to decipher complex rules. Psychologically, a reward becomes more enticing when it is within reach. Publicize sales incentives in printed matter and conversations so that salespeople know not only that the incentives exist but also that they are attainable. If you want to get the best out of your employees, you have to know what makes them tick. This can be a con for sales incentive systems, particularly since small business owners may not have the time to dedicate to this aspect of human resources. If you have the time and inclination, however, learn as much as you can about personality-based theories of motivation, and figure out where your salespeople fit in. The existence of an incentive system isn't meant to replace day-to-day efforts to equip, support, and respect your sales force. Even flashy incentives won't make up for a poorly run business. Remember that incentives programs aren't the end-all of sales management. Sales motivation is holistic, encompassing proper recruitment, training and direction as well as incentives. Motivation comes not simply from the lure of tangible rewards but from being treated well. Paying attention to the whole process is the best thing you can do for salespeople. For the attraction of new generation close may modify their advertisement system. Can offer free goods with product to increase sales. seminar, workshop can do better for the product Selling For advertisement perform with social work more and more

Company should appoint competent & sincere salesman so that they could provide schemes to the entire retailers & cover their full route.

 It is often seen that some salesman do not intimate schemes to the retailer & few of the retailers complained about it. So there should be frequent visits of Customer Executives to their respective areas to keep the shopkeepers benefited with various schemes. Delay in starting of supply vans from respective depot should be checked & a proper time register should be maintained. Company should try to give some credit facility based on the credit worthiness distributors so that they get motivated. Proper feedback system should be developed by ensuring regular visits & check randomly at the various outlets.

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