A STUDY ON PREFERENCE TOWARDS BRANDED MILK AND ITS ALLIED PRODUCTS

8/15/2019 A STUDY ON PREFERENCE TOWARDS BRANDED MILK AND ITS ALLIED PRODUCTS

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A STUDY ON PREFERENCE TOWARDS BRANDED MILK

AND ITS ALLIED PRODUCTS

INTRODUCTION TO THE STUDY

India is the largest producer of milk producing more than 100

million tons of milk per annum yet her per capita milk consumption is

around 250gm per day.

India has a population of more than 1 billion with diverse food

habits, cultures, traditions and religions. Regional variations within the

country can be mind bogging. n one hand, the country has plains with

long tradition of milk production and consumption. n the other hand,

there are forest and hilly regions with no tradition of dairying. !ost of

coastal belts also do not have much of diary tradition.

"ill about year 2000, India was not on the radar screen of most

international dairy companies. #ince India was neither a ma$or importer

nor an e%porters of daily products. "hrough the &0's, (0's and )0's India

used to take some milk powder and butter oil as aid. *%ports from India

were insignificantly small. +rom 2000 onwards, Indian dairy products.

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articularly milk powder, casein when products and ghee started making

their presence felt in global markets.

"he decade of 2000-10 will be recorded in diary history as the

decade of e%ports. ut the ne%t decade will be different signs of change

are already visible. n one hand India is finding it difficult to sustain

e%ports of diary products due to low global prices and high domestic

prices. n the other hand some dairy products and companies from India

have been able to make their mark on international markets leading to

increase in their e%ports even when the overall global market sentiment

has turned negative.

/ope that the study helps get a macro level understanding of the

dairy scenario in India.

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OBJECTIVES

"o know the preference towards randed milk among people.

"o know the preference towards allied products.

"o know the reason for choosing the brand.

"o know the consumer satisfaction on using the product.

"o know the best among the current brands.

"o analysis most preferred brand.


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LIMITATIONS

"he sample sie is only 100, while there are thousands of users.

"ime was a constraining factor in completing the pro$ect.

ack of interaction among the consumers.

ack of time for e%plaining the individuals about the

3uestionnaire.

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RESEARCH METHODOLOGY

Research methodology is a way to systematically save the research

problem. I may be understood as a source of studying how research is

done scientifically and the steps that are generally adopted by the

researcher in methodology results in using research problem along with

logic behind them. Research !ethodology results in using research

methods through which solutions are arrived for the problem for the

research.

RESEARCH DESIGN:

research design is purely and simply the frame work or plan study

that guides the collection and analysis of the data. 6enerally, a research

design is a blue print of the research that is to be followed is completing

the study.

DATA COLLECTION:

"he present study is based on primary data and the data's were

collected through 3uestionnaire.

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SAMPLE TECHNIQUES:

"he sample for this study is 100.

PRIMARY DATA:

"hese data were collected by personal interview with consumer. +or

this purpose 3uestionnaire were prepared in such that all necessary data

would be collected.

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ANALYSIS AND INTERPRETATION

TABLE NO .1

TABLE SHOWING THE DIFFERENT AGE GROUP OF

THE RESPONDENTS

S.NO CRITERIA NO. OF RESPONDENTS PERCENTAGE

1 *## "/8 20 71 719

2 21 " 40 4 49

:* 40 5 59

"" 100 1009

INTERPRETATION

+rom the above table we can to infer that 719 of the respondents

belong to the age group less than 20 years, 49 of the respondents are

between the age group of 21-40 years, and 59 of the respondents are

above 40 years.

CHART NO. 1

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TABLE SHOWING THE DIFFERENT AGE GROUP OF THE

RESPONDENTS

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TABLE NO .2

TABLE SHOWING THE GENDER OF THE

RESPONDENTS


1 !* 1 19

2 +*!* 7) 7)9

"" 100 1009

INTERPRETATION

+rom the above table we infer that 19 of the respondents are

male and 7)9 of the respondents are female.

CHART NO. 2

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TABLE SHOWING THE GENDER OF THE

RESPONDENTS

TABLE NO. 3

TABLE SHOWING THE MONTHLY INCOME OF THE

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RESPONDENTS


1 elow Rs.10,000 50 509

2

Rs.10,000-

20,000

4 49

bove Rs.0,000 17 179

"otal 100 1009

INTERPRETATION


having the monthly income of below 10,000, 49 of the respondents are

earning monthly income of Rs. 10,000-20,000 and 179 of the

respondents are earning monthly income above 0,000.

CHART NO: 3

TABLE SHOWING THE MONTHLY INCOME OF THE

RESPONDENTS

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TABLE NO. 4

TABLE SHOWING THE PLACE WHERE THE RESPONDENTS

PREFER TO BUY MILK

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S.NO CRITERIA

NO. OF

RESPONDENTS

PERCENTAGE

16R;*R<

#/

4( 4(9

2 !I= "/ 15 159

!I= 6*8" & &9

"" 100 1009

INTERPRETATION

+rom the above table we infer that 4(9 of the respondents prefer

6rocery shop, 159 of the respondents prefer milk booth and &9 of the

respondents prefer milk agent.

CHART NO. 4

TABLE SHOWING THE PLACE WHERE THE RESPONDENTS

PREFER TO BUY MILK

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TABLE NO.

TABLE SHOWING DIFFERENT BRANDS OF MILK

PREFERRED BY THE RESPONDENTS


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1 :I8 55 559

2 R=


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CHART NO.

TABLE SHOWING DIFFERENT BRANDS OF MILK

PREFERRED BY THE RESPONDENTS

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TABLE NO. !

ABLE SHOWING AWARENESS OF THE PRODUCTS

BY THE RESPONDENTS

S.NO CRITERIA

NO. OF

RESPONDENTS

PERCENTAGE

1 >:*R"I#*!*8" 72 729

2 8*I6/?R# 2( 2(9 +RI*8># 10 109

"" 100 1009

INTERPRETATION

+rom the above table we infer that 729 of the respondents known

from dvertisements, 2(9 of the respondents known from 8eighbors

and 109 of the respondents known form +riends.

;HART NO. !

TABLE SHOWING AWARENESS OF THE PRODUCTS

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BY THE RESPONDENTS

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TABLE NO: "

TABLE SHOWING PURCHASING PERIOD OF MILK

BY THE RESPONDENTS

S.

NO

CRITERIA

NO. OF

RESPONDENTS

PERCENTAGE

1 0-1 1 19

2 1-2 2 29

:* 2


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TABLE NO.#

TABLE SHOWING DAILY CONSUMPTION OF MILK

BY THE RESPONDENTS

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1 @ I"*R 4 49

2 A I"*R ( (9

B I"*R 1 19

4 1 I"*R 5& 5&9

"" 100 1009

INTERPRETATION

+rom the above table we infer that 49 of the respondents prefer to

buy 1C4 liter milk, (9 of the respondents prefer to buy A liter milk, 19

of the respondents prefer to buy C4 liter milk and 5&9 of the

respondents prefer to buy 1 liter milk.

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CHART NO. #

TABLE SHOWING DAILY CONSUMPTION OF MILK

BY THE RESPONDENTS

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TABLE NO. $

TABLE SHOWING MODE OF PAYMENT BY THE

RESPONDENTS

S.NO CRITERIA

NO. OF

RESPONDENTS

PERCENTAGE

1 1009 >:8;* 15 159

2

R"I

>*I:*R<

72 729

"" 100 1009

INTERPRETATION

+rom the above table we infer that 159 of the respondents prefer

1009 advance, 29 of the respondents prefer partial payment and 729

of the respondents prefer payment against delivery.

CHART NO. $

TABLE SHOWING MODE OF PAYMENT BY THE

RESPONDENTS

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TABLE NO. 1%

TABLE SHOWING THE DELIVERY OF THE BRANDED

MILK ON THE SPECIFIED TIME


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MILK ON THE SPECIFIED TIME

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TABLE NO. 11

TABLE SHOWING THE BRANDED MILK IS HYGIENIC


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TABLE SHOWING THE BRANDED MILK IS HYGIENIC

2)


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TABLE NO. 12

TABLE SHOWING THE RESPONDENTS SATISFACTION

TOWARDS THE QUALITY OF THE PRODUCTS


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TOWARDS THE QUALITY OF THE PRODUCTS

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TABLE NO. 13


TOWARDS THE PRICE OF THE PRODUCTS

S.NO CRITERIA

NO. OF

RESPONDENTS

PERCENTAGE

1 #"I#+I*> & &9

2 8" #"I#+I*> 2& 2&9

"" 100 1009

INTERPRETATION

+rom the above table we infer that &9 of the respondents are

satisfied with the price of the product and 2&9 of the respondents are not

satisfied with the price of the product.

CHART NO. 13


TOWARDS THE PRICE OF THE PRODUCTS

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TABLE NO. 14


TOWARDS THE PACKAGE OF THE PRODUCTS

S.NO CRITERIA

NO. OF

RESPONDENTS

PERCENTAGE

1 #"I#+I*> )1 )19

2 8" #"I#+I*> ) )9

"" 100 1009

INTERPRETATION

+rom the above table we infer that )19 of the respondents are

satisfied with the package of the product and )9 of the respondents are

not satisfied with the package of the product.

CHART NO. 14


TOWARDS THE PACKAGE OF THE PRODUCTS

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TABLE NO. 1

TABLE SHOWING THE AVAILABILITY OF THE

ALLIED PRODUCT


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CHART NO. 1

TABLE SHOWING THE AVAILABILITY OF THE

ALLIED PRODUCT

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TABLE NO. 1!

TABLE SHOWING THE SATISFACTION OF THE QUALITY OF

ALLIED PRODUCTS BY THE RESPONDENTS


1 #"I#+I*> 55 559

2

8"

#"I#+I*>

45 459

"" 100 1009

INTERPRETATION


satisfied with the 3uality of the allied products and 459 of the

respondents are not satisfied with the 3uality of the allied products.

CHART NO. 1!

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TABLE SHOWING THE SATISFACTION OF THE QUALITY OF

ALLIED PRODUCTS BY THE RESPONDENTS

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TABLE NO. 1"

TABLE SHOWING THE SATISFACTION OF THE

RESPONDENTS BRAND AMONG THE FAMILY MEMBERS

S.NO CRITERIA

NO. OF

RESPONDENTS

PERCENTAGE

1 #"I#+I*> () ()9

2 8" #"I#+I*> 11 119

"" 100 1009

INTERPRETATION

+rom the above table we infer that ()9 of the respondents brand is

satisfied among the family members and 119 of the respondents brand is

not satisfied among the family members.

CHART NO. 1"

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RESPONDENTS BRAND AMONG THE FAMILY MEMBERS

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TABLE NO: 1#


RESPONDENTS ABOUT OVER ALL SERVICE OF THE

COMPANY


1 #"I#+I*> (4 (49

2

8"

#"I#+I*>

17 179

"" 100 1009

INTERPRETATION

+rom the above table we infer that (49 of the respondents are

satisfied with the over all service of the company and 179 of the

respondents are not satisfied with the over all service of the company.

CHART NO: 1#

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RESPONDENTS ABOUT OVER ALL SERVICE OF THE

COMPANY

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TABLE NO. 1$

TABLE SHOWING THE RESPONDENT&S RECOMMENDATION

TOWARDS THE PRODUCT


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TABLE SHOWING THE RESPONDENT&S RECOMMENDATION

TOWARDS THE PRODUCT

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TABLE NO. 2%

TABLE SHOWING THE EFFECTIVENESS OF THE

ADVERTISEMENT

S.NO CRITERIA

NO. OF

RESPONDENTS

PERCENTAGE

1 :*R< 6> 25 259

2 6> 52 529

#"I#+;"R< 2 29

"" 100 1009

INTERPRETATION

+rom the above table we infer that 259 of the respondents felt

very good regarding the advertisement while 529 of the respondents felt

good about the advertisement and 29 of the respondents are satisfied

with the advertisement.

CHART NO. 2%

TABLE SHOWING THE EFFECTIVENESS OF THE

ADVERTISEMENT

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TABLE NO. 21

TABLE SHOWING THE OFFER AND DISCOUNT PROVIDED

BY THE BRAND


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CHART NO. 21

TABLE SHOWING THE OFFER AND DISCOUNT PROVIDED

BY THE BRAND

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FINDINGS

719 of the respondents belong to the age group less than 20 years.

7)9 of the respondents are female.

509 of respondents belong to the income level of less than

Rs.10,000

4(9 of the respondents are buying from 6rocery shop.

559 of the respondents are buying avin milk.

729 of the respondents came to know about this product by

dvertisement.

749 of the respondents are using their product more than 2 years.

5&9 of the respondents are buying 1 liter of milk every day.

729 of the respondents are buying the milk by payment against

delivery.

)19 of the respondents feel the brands reach them on the specified

time.

)49 of the respondents think that their branded milk is hygiene.

)9 of the respondents are satisfied with the 3uality of their

products.

&9 of the respondents are satisfied with the price of their brand.

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)19 of the respondents are satisfied with the package of their

product.

709 of the respondents product provides the allied products.

559 of the respondents are satisfied with their allied products.

()9 of the respondents family members are satisfied with the

brand.

(49 of the respondents are satisfied with the overall service of the

company.

&)9 of the respondents are ready to recommend their brand to

others.

529 of the respondents say that the advertisement of their brand is

very good.

&)9 of the respondents brands does not provided offers and

discounts.

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BIBLIOGRAPHY

!ichael :. D1)(5E, Research methods in !anagement.

=othari ;.R., D1))0E, Research !ethodology, #econd *dition

A STUDY ON PREFERENCE TOWARDS BRANDED MILK AND ITS ALLIED PRODUCTS

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