anup final report
TRANSCRIPT
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Report on consumer preference for packaged milk
by
ANUP RANAWARE (Roll No: 32)
Project Supervisor: Mr. Sameer Kulkarni
A REPORT SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR
POST GRADUATE DIPLOMA IN MANAGEMENT
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CHANAKYA INSTITUTE OF MANAGEMENT STUDIES & RESEARCH
ANDHERI (WEST), MUMBAI 400 058
Declaration
I declare that the Project Report entitled “Report on consumer preference for packaged
milk” is a record of independent study carried out by me under the guidance of Mr.
Sameer Kulkarni. This has not been submitted previously for the award of Post-graduate
Diploma in Management to Chanakya Institute of Management Studies & Research,
Mumbai.
Mumbai Anup Ranaware
22nd April 2009 Roll No. 32
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Approval Sheet
This Project Report entitled
“Consumer preference for packaged milk”,
Submitted by:
ANUP RANAWARE (Roll No.32)
In requirements for the Post graduate diploma in management, Chanakya Institute of
Management Studies & Research, Mumbai has been accepted.
Mr. Sameer Kulkarni Dr. Prakash Mature
(Asst. Professor) (Director)
Place: MUMBAI
Date: 22nd April 2009
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Acknowledgement
On successful completion of my project, I would like to acknowledge the guidance &
support of people who have helped in my work.
I would first like to thank Mr. Sameer Kulkarni for guiding me through the project &
providing his valuable inputs on my work project and for the help he extended during the
project & for providing necessary inputs & information. His encouragement & support
helped me in going beyond the parameters of the project & coming up with this work.
I would also like to thank Dr. Prakash Mature in a special way for giving me this
opportunity to work on this project.
Finally, I would like to thank Mr. Roshan Khundrakpam and all colleagues at
Chanakya Institute of Management Studies & Research for their help in providing the
necessary information & reports required for the project. This project is a credit to the
help extended by all of them.
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Abstract
This report is an incisive study of all the aspects of consumer preference towards the
packaged milk brand & Indian buying pattern, trends, lifestyle & their choice for
packaged liquid milk. The report aims to find out the different factors for preferring the
particular brand by consumers. The report also contains the SWOT analysis of Dairy
industry & the future prospects for dairy sector. The report completely based on the data
collected through the consumer survey. Chi-square test & graphical representation these
tools are used for analysing the consumer survey data.
Additionally, the report emphasised on the relationship between the various personal
factors like age, gender, monthly family income, no. of members in family.etc. & various
brand preference parameters like quality, quantity, price, advertisement, health,
consideration, taste, fat content, and packaging with preference for packaged milk.
It also examine major players of packaged liquid milk at Mumbai region & their market
share & major factors which influence the consumer to purchase a particular packaged
milk brand.
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TABLE OF CONTENTS
INTRODUCTION 6
BACKGROUND OF THE STUDY7
OBJECTIVE OF THE STUDY 4
SIGNIFICANCE OF STUDY 10
SCOPE OF THE STUDY 11
SWOT ANALYSIS OF DAIRY INDUSTRY 15
MAJOR PLAYERS IN MUMBAI REGION 19
LITERATURE REVIEW 22
INDIAN CONSUMER BEHAVIOUR 25
METHODOLOGY 37
ANALYSIS AND INTERPRETATION 37
FINDINGS 66
CONCLUSION 70
QUESTIONNAIRE 71
BIBLIOGRAPHY 63
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Introduction
Dairy industry plays a dynamic role in India's agro-based economy. Dairy sector,
mainly an offshoot of agriculture sector in India, has taken shape of an industry in
a big way today. Intimately interwoven with the socio-economic fabric of rural
people in India, dairying has played a crucial role in providing nutritional security
to the millions of households. It has also strengthened our economy all along by
supplementing family incomes and generating gainful employment in the rural
sector. All this is substantiated by the fact that Livestock accounts for 4.36% of
India's total GDP and 24.72% of Agricultural GDP as of the figures available for
2007.
Dairy is now a highly specialised field today that involves production,
procurement, storage, processing and distribution of dairy products. The dairy
industry involves processing of raw milk into products such as consumer
packaged milk, butter, cheese, yogurt, condensed milk, and skimmed milk powder
and ice cream.etc.
In India about 46 % of the total milk produced is consumed in liquid form and 47
% is converted into traditional products like cottage butter, ghee, paneer, khoa,
curd, malai, etc.
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 together contribute for 58 percent in the
national production viz. Uttar Pradesh, Punjab, Madhya Pradesh, Rajasthan, Tamil
Nadu and Gujarat.
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Background of the study
Milk is one of the essential commodity in human being diet, which is
inevitable in our day-to-day life. Milk and other dairy products are the by-
products of several million agriculturalists.
It is estimated that around 20% of the total milk produced in the country is
consumed at producer-household level and remaining is marketed through various
cooperatives, private dairies and vendors. Also of the total produce more than
50% is procured by cooperatives and other private dairies. While for cooperatives
of the total milk procured 60% is consumed in fluid form and the rest is used for
manufacturing processed value added dairy products; for private dairies only 45%
is marketed in fluid form and the rest is processed into value added dairy products
like ghee, makhan etc.
Gone are the days when milk can be purchased only from milk vendors, but now
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. 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 ANDHERI AREA" gives a clear picture on users of
packaged milk.
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Objective of the study
The objective of the study is to find the brand preference for packaged milk
among consumers in Andheri. In this study the aims at analyzing the following
aspects:
1) To find out the brand preference for packaged milk in Andheri area among
packaged 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 packaged milk.
3) To find out the different factors for preferring the particular brand.
4) To know the sources of information which provide about packaged milk from
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 packaged milk.
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Significance of study
Market size & Growth
The preferred dairy animal in India is buffalo unlike the majority of the world
market, which is dominated by cow milk. As high as 98% of milk is produced at
rural India, which caters to 72% of the total population, whereas the urban sector
with 28% population consumes 56% of total milk produced. Even in urban India,
as high as 83% of the consumed milk comes from the unorganised traditional
sector. Presently only 12% of the milk market is represented by packaged
and branded pasteurised milk, valued at about Rs. 8,000 crores. Thus the
market size for packaged milk is more & still there is a chance of growth in
packaged milk sector.
Importance to organised sector
Several consumers in urban areas prefer to buy loose milk from vendors due to the
strong perception that loose milk is fresh, but consumers are now switching over
to packaged milk brands for health reasons. Today, people prefer to buy
unadulterated milk from malls like Big Bazaar.
Quality of milk sold by the unorganised sector, however, is inconsistent and so is
the price across the season in local areas. Adulteration of milk with water, caustic
soda, and some whitening agents is a common complaint for the unorganised
sector.
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The drivers for packaged milk are the increase in milk production, timely
availability of milk, increased urbanisation, greater affluence and people looking
for value-added products.
Lifestyles and food habits are changing. People are willing to pay more for
quality. Thus, the organised sector is growing for packaged milk.
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Scope of the study
India's dairy market is multi-layered. It's shaped like a pyramid with a vast market
for low-cost milk. The bulk of the demand for milk is among the poor in urban
areas whose individual requirement is small, maybe a glassful for use as whitener
for their tea and coffee. Nevertheless, it adds up to a sizable volume - millions of
litres per day. In the major cities lies an immense growth potential for the modern
sector. Presently, barely 778 out of 3,700 cities and towns are served by its milk
distribution network, dispensing hygienically packed wholesome, quality
pasteurised milk.
According to one estimate, the packed milk segment would double in the next five
years, giving both strength and volume to the modern sector. The narrow tip at the
top is a small but affluent market for western type milk products like flavoured
milk, powder milk, Tetra pack .etc.
Underlying growth of 15% in packaged liquid milk over foreseeable future
The market for packaged milk alone is expected to grow at 10-15% in
volume terms driven by growth in population, rising income levels and
health consciousness. While a section of medical practitioners and others have
been lately discouraging milk consumption, the Indian food habits will
ensure a negligible impact from this. Of the 3700 cities and towns in India,
only about 800 cities and towns are served by the organized milk sector.
This leaves the organized sector with huge untapped market.
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Operating margins improved lately, to remain stable going forward
Operating margins (EBITDA/Sales), which have been stable at around 10-11%,
have been on the rise over last two years. EBITDA margin was 12% for FY06 and
14% for the first 9 months of FY07. Expected EBITDA margins to stabilise at
around 12% despite rising competition and rising retailer margins, as
contribution of value-added products rise going forward. Margins are most
sensitive to milk procurement prices. Cost of procured milk constitutes 70% of
sales value.
Launch of value-added products under consideration
Indian Dairy sector is considering launch of various value-added milk products
such as milk flavoured with real fruits (not with fruit essence), nutritional
products, and cultured milk products. These are likely to be low volume but high
margin products. They will be sold mainly on health platform - a platform
that's biggest sales driver of food products worldwide and lately in India.
Innovation to seed future growth
The bulk of the demand for milk is among the poor in urban areas whose
individual requirement is small, maybe a glassful for use as whitener for their tea
and coffee. Thus, there is an opportunity for organised sector to introduce small
packaged milk (Sachet) which should be available in ready to drink format.
Low Capital Intensity in Business (Low Risk)
Capital intensity of this business is low, net working capital is just around 4-6% of
sales. Receivable are almost zero as the entire sales take place on cash only. There
is absolutely no risk of bad debt for organised sector.
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Tie up with International Dairy majors
The company in its quest for innovation may tie up with international dairy majors
who can bring better technology or other innovation to complement the
company’s skill, knowledge & abilities & fund.
Export Potential
India has the potential to become one of the leading players in milk and milk
product exports.
Location advantage: India is located amidst major milk 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, all located close to India.
India's exports of milk and milk-based products showed a significant drop of
nearly 55% during the past year and were estimated at Rs 436 crore in 2007-08.
Packaged flavoured milk, Concentrated milk and cream products such as skimmed
milk powder continues to be the largest item of export, which together accounts
for nearly 78% of net milk and milk products exports during the year 2007-08.
The exports of skimmed milk power reached Rs 343 crore in 2007-08 as against
Rs 78 crore in 2001-02.
On the other hand butter, butter oil, ghee and other milk fat together accounted
for just over 10% of the net milk and milk product exports from India during
2007-08.
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SWOT Analysis of Dairy Industry
Strengths
Demand profile: Absolutely optimistic.
Margins: Quite reasonable, even on packed liquid milk.
Flexibility of product mix: Tremendous. With balancing equipment, you can
keep on adding to your product line.
Availability of raw material: Abundant. Presently, more than 80 per cent of milk
produced is flowing into the unorganized sector, which requires proper
channelization.
Technical manpower: Professionally-trained, technical human resource pool,
built over last 30 years.
Weaknesses
Perishability: Pasteurization has overcome this weakness partially. UHT gives
milk long life. Surely, many new processes will follow to improve milk quality
and extend its shelf life.
Lack of control over yield: Theoretically, there is little control over milk yield.
However, increased awareness of developments like embryo transplant, artificial
insemination and properly managed animal husbandry practices, coupled with
higher income to rural milk producers should automatically lead to improvement
in milk yields.
Logistics of procurement: Woes of bad roads and inadequate transportation
facility make milk procurement problematic. But with the overall economic
improvement in India, these problems would also get solved.
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Problematic distribution: Yes, all is not well with distribution. Moreover, it is
only a matter of time before we see the emergence of a cold chain linking the
producer to the refrigerator at the consumer’s home.
Competition: With so many newcomers entering this industry, competition is
becoming tougher day by day. But then competition has to be faced as a ground
reality. The market is large enough for many to carve out their niche.
Processing & packaging capacity: the current level of processing and packaging
capacity limits the availability of packaged milk.
Opportunities
Value addition: There is a phenomenal scope for innovations in product
development, packaging and presentation. Given below are potential areas of
value addition:
o Steps should be taken to introduce value-added products like shrikhand,
ice creams, paneer, khoa, flavoured milk, dairy sweets, etc. This will lead
to a greater presence and flexibility in the market place along with
opportunities in the field of brand building.
o Addition of cultured products like yoghurt and cheese lend further strength
- both in terms of utilization of resources and presence in the market place.
o A lateral view opens up opportunities in milk proteins through casein,
caseinates and other dietary proteins, further opening up export
opportunities.
o Yet another aspect can be the addition of infant foods, geriatric foods and
nutritionals.
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Export potential: Efforts to exploit export potential are already on. Amul is
exporting to Bangladesh, Sri Lanka, Nigeria, and the Middle East. Following the
new GATT treaty, opportunities will increase tremendously for the export of agri-
products in general and dairy products in particular.
Rising awareness about hygiene standards and adulteration of loose milk has led
consumers in urban areas to switch over to packaged milk
Threat
Threat to co-operatives: Big names like Reliance, Wal-Mart, Dabur are entering
the private diary sector through tie ups with farmers, which indirectly affect the
business of co-operatives in dairy sector
Competition from strong players: Many corporate are planning a foray into the
dairy business sensing the big opportunity.
Reliance and Wal-Mart have already made an entry into this business by signing
deals with farmers to procure 7 lakh litres and 15 lakh litres of milk per day.
Dabur India is exploring the possibility of entering into the milk-based drink
segment.
Amul has also forayed into the flavoured yoghurt segment.
Threat from local vendors: 69 per cent of the households use loose liquid milk,
mostly home delivered by traditional vendors on monthly credit basis.
Lack of Awareness: Still, several consumers in urban areas prefer to buy loose
milk from vendors due to the strong perception that loose milk is fresh. Lower
level of awareness about scientific processing of milk was leading to consumers
preferring loose milk, which exposes them to adulteration.
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Tetra packaging: Tetra Pak is pushing its strengths - clean milk and long shelf
life. Milk in Tetra Pak packages can last several months unopened at room
temperature, which will tap the market of milk in traditional pouches, which again
force the organized sector to shift from traditional polythene pouches to tetra
packaging.
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Major Players in Mumbai
Region
“Purity is a guarantee for
Health”
“Builds Bone, Builds Life”
“Har Maa ka Pehla Vishwas”
“Fresh & Pure”
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“Live Life The Healthy
Way”
The interest of customers & the distributors is taken care of by the government while fixing the selling
prices, which are always low as compared to the market
Kolhapur Zilla Sahakari Dudh Utpadak Sangh Ltd. well known with its popular brand “Gokul”
“Good Morning to Good Health”
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Literature Review
Dairy
Milk and milk products is rated as one of the most promising sectors in the
processed food industry. India is the largest producer of milk in the world with
production of 97.1 million tones in 2005-06, growing at a CAGR of 4%.
According to estimates by Dairy India, the size of the Indian dairy market is Rs 2,
27,340 crores, which is expected to more than double to Rs 5, 20,780 crores by
2011. India’s total milk production is projected to cross 100 million tones by end
of 2007 according to the tenth five-year plan estimates. Milk and milk products
account for a significant 17% of India’s total expenditure on food. India is on the
Verge of assuming an important position in the global dairy industry.
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About 35% of milk produced in India is processed. The organized sector
comprising of large dairy plants processes about 13 million tones, whereas the
unorganized sector (halwaiis and vendors) process about 22 mtpa.
Milk and milk products is rated as the most promising sectors and is expected to more than double by 2011.
Traditional dairy products are India’s largest selling and profitable segment and
accounts for more than 50% of milk and dairy products. With liberalization, the
import of technology and machinery has effected modernization and technological
breakthrough in production of traditional milk products and this has encouraged
the growth of the organized sector in the dairy segment.
As per estimates by dairy India 2007, by 2011 private dairies are slated to outpace
the cooperative sector and become the largest producers of milk in the industry.
Private dairies are likely to contribute double the quantity of milk that would be
contributed by cooperatives in 2011.
Many corporate are planning a foray into the dairy business sensing the big
opportunity.
Reliance and Wal-Mart have already made an entry into this business by signing
deals with farmers to procure 7 lakh litres and 15 lakh litres of milk per day.
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Dabur India is exploring the possibility of entering into the milk-based drink
segment. Yakult Danone plans to launch health drinks and yoghurts based on
probiotics bacteria. Amul has also forayed into the flavoured yoghurt segment.
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Indian consumer behaviour
The Indian consumers are noted for the high degree of value orientation. Such
orientation to value has labelled Indians as one of the most discerning consumers
in the world. Even, luxury brands have to design a unique pricing strategy in order
to get a foothold in the Indian market.
Indian consumers have a high degree of family orientation. This orientation in
fact, extends to the extended family and friends as well. Brands with identities that
support family values tend to be popular and accepted easily in the Indian market.
Indian consumers are also associated with values of nurturing, care and affection.
These values are far more dominant that values of ambition and achievement.
Product which communicate feelings and emotions gel with the Indian consumers.
Apart from psychology and economics, the role of history and tradition in shaping
the Indian consumer behaviour is quite unique. Perhaps, only in India, one sees
traditional products along side modern products. For example, hair oils and tooth
powder existing with shampoos and toothpaste.
Different segments of Indian consumer
The socialites
Socialites belong to the upper class. They prefer to shop in specialty stores, go to
clubs on weekends, and spend a good amount on luxury goods. They are always
looking for something different. They go for high value, exclusive products.
Socialites are also very brand conscious and would go only for the best known in
the market.
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The conservatives
The Conservatives belong to the middle class. The conservative segment is the
reflection of the true Indian culture. They are traditional in their outlook, cautious
in their approach towards purchases; spend more time with family than in partying
and focus more on savings than spending. Slow in decision making, they seek a
lot of information before making any purchase. They look for durability and
functionality but at the same time are also image conscious.
They prefer high value consumer products, but often have to settle for the more
affordable one. These habits in turn affect their purchasing habits where they are
trying to go for the middle and upper middle level priced products.
The working women
The working woman segment is the one, which has seen a tremendous growth in
the late nineties. This segment has opened the floodgates for the Indian retailers.
The working woman today has grown out of her long-standing image of being the
homemaker. Today, she is rubbing shoulders with men, proving herself to be
equally good, if not better. Working women have their own mind in decision to
purchase the products that appeal to them.
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Increasing Awareness of Indian Consumers
Over the years, as a result of the increasing literacy in the country, exposure to the
west, satellite television, foreign magazines and newspapers, there is a significant
increase of consumer awareness among the Indians.
Today more and more consumers are selective on the quality of the
products/services.
This awareness has made the Indian consumers seek more and more reliable
sources for purchases such as organized retail chains that have a corporate
background and where the accountability is more pronounced. The consumer also
seeks to purchase from a place where his/her feedback is more valued.
Indian consumers are now more aware and discerning, and are knowledgeable
about technology, products and the market and are beginning to demand benefits
beyond just availability of a range of products that came from ‘trusted’
manufacturers.
The Indian consumers are price sensitive and prefer to buy value for money
products.
Changing Trends in Indian Consumer Behaviour
Bulk Purchasing
Urbanisation is taking place in India at a dramatic pace and is influencing the life
style and buying behaviour of the consumers.
The working urbanites are depending more on fast and ready-to-serve food, they
take less pain in traditional method of cooking and cleaning.
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Bulk purchases from hyper stores seems to be the trend these days with purchasing
becoming more of a once-a-week affair, rather than frequent visits to the
neighbourhood market/store/vendor.
The popular growing shopping trend among urbanities is purchasing from super
markets to hyper stores.
Trendy Lifestyles
The current urban middle and upper class Indian consumer buying behaviour to a
large extent has western influence. There is an increase in positive attitude towards
western trends. The Indian consumer has become much more open-minded and
experimental in his/her perspective. There is now an exponential growth of
western trend reaching the Indian consumer by way of the media and Indians
working abroad.
Foreign brands have gained wide consumer acceptance in India, they include
items such as;
Beverages
Packed food
Ready to eat food
Pre-cooked food
Canned food
Personal care products
Audio/video products
Garment and apparel
Footwear
Sportswear
Toys
Gift items
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Foreign brands vie increasingly with domestic brands for the growing market in
India. Foreign made furniture is well accepted by the Indian consumers.
Malaysian, Chinese, Italian furniture are growing in popularity in India.
Indian consumers have also developed lifestyles which have emerged from
changing attitudes and mind sets; exposure to western influences and a need for
self-gratification. Beauty parlours in cities, eateries, designer wear, watches, and
hi-tech products are a few instances which reflect these changes.
Top class, middle class and lower class are income related classifications of the
population and each of this class has its own consumption pattern.
Mumbaikars caught in web of milk suppliershttp://www.dnaindia.com/report.asp?newsid=1239350
A study in Mumbai has shown that certain milk dairies supplying milk to the city
virtually have a monopoly in fixed areas within the city.
Consumers are aware that there are at least ten to twelve major suppliers of milk
in the city, but rarely if ever do they get milk from the dairy of their choice from
the retailer who delivers milk to the doorstep.
When a consumer asks for a local milk supplier to deliver a particular
manufacturer's milk to the doorstep, the most likely answer the consumer is likely
to get is that "in this area, that particular brand of milk is not available".
The real reason, however, is that there are major distributors in each area who
decide which brand of milk will sell in a certain area. The incentive for this
segregation varies again, from greater margins in the sale of the particular brand,
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the bargaining capacity of the distributor if he picks larger volumes from a
particular brand and the nitty-gritty of keeping multiple accounts with multiple
brands offered.
This act prevents the consumer the right of choice and the right to gauge for
himself the quality and nature of the milk available in Mumbai.
Dilution of milk with water and then adding substances to it to make it thicker and
sweeter has now become a fine art with the milk mafia. Raids carried out by the
Food and Drugs Administration have revealed that the milk dropped at fixed
points is often carried away to nearby chawls and hutments, where a systematic
parallel adulteration industry works for a couple of hours to slice open the sealed
packet of milk, dilute its contents and seal it.
Consumers have no alternative to fight this 'group extortion' by the milk vendors
than to unite and insist on the milk brand of their choice. Multiple direct outlets by
the manufacturers will help in this fight to get the Mumbaikar his daily supply of
fresh, safe milk.
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Consumer preferences for milk http://www.ilri.org/ilripubaware/uploaded%20files/SDP_BRIEF%201
Why raw milk is so popular in India? There are several reasons:
Raw milk is 20 to 50 percent cheaper than packaged milk, as its supply involves fewer costs.
Many prefer the taste and high buttermilk content of raw milk.
Raw milk can be sold in variable quantities, allowing even very poor households access to some milk.
In areas where transport is poor, it is often easier to find a farmer with a cow than a shop with packaged milk.
Consumers feel, justifiably, that simply boiling raw milk removes most health hazards.
Some consumers, however, especially in the higher-income brackets, prefer
packaged milk. Again, there are several reasons for this:
They feel there are fewer health risks, and greater guarantee of quality and/or
consistency.
Pasteurized milk is generally packaged, making it convenient to carry and store.
It has a longer shelf life.
Several major factors influence to buy packaged milk
The preference for raw milk throughout most of India is based on
considerations of taste, affordability, and availability.
These factors are unlikely to change significantly in the near future. A marked
shift in preference from raw to packaged milk will probably only occur if there
is a substantial increase in income levels in India.
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However, such a rise in income levels would lead to an increase in
consumption of both raw and packaged milk, benefiting both the unorganized
and organized sectors of the dairy industry.
How might price changes affect demand for milk products?
Milk is generally considered a necessity which is not very responsive to price
changes, though there are some interesting variations. How would consumers
react to a price increase?
Raw milk-
Poor people attach such value to raw milk that they would not buy much
less if the price rose. Richer people are more likely to react to a rise in raw
milk prices by buying less.
Pasteurized milk-
A price rise for pasteurized milk would have the opposite effect; higher-
income groups would still buy approximately the same amount of
packaged milk, and lower-income groups are more likely to buy less.
Limiting the availability of raw milk and thereby increasing its price
would not easily persuade poor people to reduce their consumption of raw
milk.
The consequent budgetary problems they would face might instead result
in reduced consumption of food items, with implications for nutritional
intake and health.
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Mahanand breaks new ground with ATM, Fresh Café http://www.fnbnews.com/article/print.asp?articleid=15794
The bulk vending system for milk is not a new one. It is already there in places
like Delhi and Kolkata. So the concept of Any Time Milk is known. When we
were thinking of alternatives to pouch packing of milk and reaching out to the
consumers directly by eliminating the middlemen so that the problem of
adulteration is also taken care of, we thought that the bulk vending system should
be a good alternative. But when we studied the consumer behaviour in Delhi and
Mumbai, we came up with a lot of differences. We were a little apprehensive of
the fact that Mumbai consumers may not like to visit a milk booth for collecting
milk. If we have the same system of inflexible timings for Mother Dairy bulk
vending system as it happens in Delhi with two hours in the morning and two
hours in the evening, Mumbai consumers may not like it. We decided that in order
to be more consumer friendly we should adapt to the consumer behaviour of
Mumbai where people coming from home and going back home is not a uniform
pattern. Some of them leave very early in the morning and return home early.
Some reach home very late. So we thought of making any time milk centre where,
whenever you have time you can come and collect your milk. That may give the
flexibility and consumer acceptability also to our bulk vending system. So we
termed it as Mahanand ATM. Gradually, the acceptability is increasing.
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Packaged milk majors battle to gain market sharehttp://www.fnbnews.com/article/print.asp?articleid=16306
Recognising the growth potential of the Rs 200 crores packaged milk segment,
major players Amul, Nestle and Mother Dairy are stepping up their marketing
plans to woo new users.
For starters, Gujarat Co-Operative Milk Marketing Federation Ltd (GCMMF) is
getting ready to export its packaged milk brands to Malaysia, Mauritius and
Thailand to pump up volumes. GCMMF chief manager R S Sodhi said, "After
China, we will be exporting Amul milk to far east countries soon. We are already
present in Hong Kong and Singapore."
On the other hand, Amul's rivals Nestle and Mother Dairy are fine-tuning their
marketing strategy to gain market share in the Indian market place. As for Nestle
India Ltd's strategy, a company spokesperson informed that the company is
carrying out direct consumer contact activities that focus on highlighting the
convenience, quality and health benefits of Nestle milk products.
According to industry sources, Nestle India may decide to exit from the packaged
milk segment in India. However, the company spokesperson said that Nestle India
continuously reviews its product portfolio to maximise shareholder value on a
long term basis. "Nestle milk is not being debated for discontinuation but will
continue to be subjected to the normal review process like any other product for
maximising shareholder value," he added.
35
According to analysts, there's an increasing demand for packaged milk brands as
compared to other milk products this year, mainly because FMCG majors are now
opting for high decibel advertising to promote their Tetra Pak brands.
"As these ads harp on the benefits of packaged milk brands over other milk
products, consumers are now switching over to packaged milk brands for health
reasons. On the other hand, leading retailers in Mumbai have a different view on
the growing popularity of milk in Tetra Pak. Gone are the days when consumers
relied on 'Bhaiya milk' or a nearby dairy. Today, people prefer to buy
unadulterated milk from malls like Big Bazaar. While Amul is doing well, Mother
Dairy is also picking up sales in the last few months," said retailers in east
Mumbai.
Packaged Milk Brands at Amul to cost more http://www.indiapackagingshow.com/news/newsfiles/262.htm.
The prices of packaged milk brands of Amul have shot up by 8 per cent. The
dearer brands include Amul Shakti, Amul Taaza and Amul Gold. This comes in
the wake of a similar hike by Hindustan Lever Ltd and Colgate India.
The Rs 2 billion tetra pak milk segment is expected to register a 20 per cent
growth in 2006. Gujarat Co-operative Milk Marketing Federation (GCMMF)
Chief Manager, R.S.Sodhi in an interview to a news paper said, ``with the
introduction of VAT, our category is now taxable. There is also a rise in the
packaging costs this year. So we have hiked the price of Amul Shakti from Rs 24
to Rs 26, Amul Taaza from Rs 22 to Rs 24 and Amul Gold from Rs 24 to Rs 27.’’
36
37
Methodology
This study aims to identify the impact of brand preference on packaged 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 packaged milk and the reasons for preferring particular brand of
packaged milk.
Sampling:
Totally 44 respondents have been interviewed and the data have been
collected. The area of study has been restricted to Andheri area totally 44
respondents were selected at random for the purpose of the study.
Frame work of analysis:
The study of brand preference for packaged milk has been made through
questionnaire method. 44 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. Graphical
representation & Chi-square test is used while analyzing and interpreting
the data.
Source 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.
38
Analysis and Interpretation
Age of respondent:
Preferred BrandBelow
2525 - 50
Above 50 Total
Aarey 2 4 0 6Warana 0 1 1 2Amul 6 7 2 15Mother Dairy 3 3 0 6Mahanand 0 2 0 2Other 1 8 4 13Total 12 25 7 44
Chi-square value: 11.729
Degree of freedom: 10
P-value: 0.30360291
39
As per the age of respondent, 15 out of the 44 respondent are loyal to the Amul
brand & P-value is 0.30360291 > 0.05 therefore result is non-significant i.e.
relationship between age of respondent & their preferred brand is not up to the
level.
Factors influence to purchase present brand Below 25 25 - 50
Above 50 Total
Price 3 4 2 9Taste 1 2 1 4Advertisement 0 0 0 0Friends 0 0 0 0Quality 6 13 4 23Relatives 0 1 0 1Health 0 1 0 1Packaging 0 0 0 0fat control 1 1 0 2Availability 1 3 0 4Doctor 0 0 0 0Other 0 0 0 0Total 12 25 7 44
Chi-square value: 3.991
Degree of freedom: 12
P-value: 0.98359825
40
23 out of the 44 respondent are quality conscious & P-value is 0.98359825 which
is much greater than 0.05 therefore result is non-significant i.e. there is no
relationship between factors influence to purchase present brand of respondent &
age of respondent.
Chi-square value: 20.961
Degree of freedom: 14
P-value: 0.1026361
Best alternatives for Non-availability of preferred brand
Below 25 25 - 50
Above 50 Total
Aarey 2 4 2 8Warana 0 1 0 1Amul 1 6 1 8Mother Dairy 2 3 1 6Mahanand 5 3 0 8Nestle 0 3 0 3Gokul 0 0 2 2Other(Local) 2 5 1 8Total 12 25 7 44
41
Aarey, Amul, Mahanand & other local packaged milk are the best alternatives for
respondent’s preferred brand. P-value is 0.1026361 which is close to 0.05 i.e.
result is non-significant; therefore there is slightly relationship between best
alternatives for non-availability of preferred brand & age of the respondent.
Have you ever changed your brandBelow
25 25 - 50Above
50 TotalYes 8 15 0 23No 4 10 7 21 12 25 7 44Reasons, Price raise 1 2 0 3Improper packaging 0 0 0 0Lack of availability 6 8 0 14More fat control 1 2 0 3Poor quality 0 1 0 1Poor Taste 0 1 0 1Other 0 1 0 1Total 8 15 0 23
For changing brand
Chi-square value: 9.262
42
Degree of freedom: 2
P-value: 0.00974501
23 out of the 44 respondents have changed their packaged milk brand due to the
lack of availability of preferred brand in market. P-value is 0.00974501 < 0.05 i.e.
result is significant therefore there is a relationship between changing of preferred
brand & age of respondent.
Preferred size of Packaged MilkBelow
2525 - 50
Above 50 Total
43
250 ml 0 0 0 0500 ml 5 11 3 191 litre 7 14 4 25Total 12 25 7 44
Chi-square value: 0.018
Degree of freedom: 2
P-value: 0.99104038
14 out of the 25 respondents having an age between 25-50 years preferred 1 litre
of packaged milk. P-value is 0.99104038 > 0.05 i.e. result is non-significant;
therefore there is no relationship between size of packaged milk & age of
respondent.
44
Preferred Brand Awareness throughBelow
25 25 - 50Above
50 TotalFriends 2 5 0 7Doctor 0 0 0 0Advertisement 6 9 4 19Shop keeper 3 8 0 11Relatives 1 2 3 6Other 0 1 0 1Total 12 25 7 44
Chi-square value: 10.338
Degree of freedom: 8
P-value: 0.24209947
9 out of the 19 respondents have an age between 25-50 years well known about
their preferred brand through advertisement. P-value is 0.24209947 > 0.05 i.e.
result is non-significant; therefore there is no relationship between preferred
brand awareness factor & age of respondent.
45
Gender:
Preferred Brand Male Female TotalAarey 4 2 6Warana 1 1 2Amul 11 4 15Mother Dairy 3 3 6Mahanand 2 0 2Other 8 5 13Total 29 15 44
Chi-square value: 2.416
Degree of freedom: 5
P-value: 0.78908905
46
As per the gender of respondent, Amul is most dominant packaged milk brand
preferred by 15 respondents, out of those 11 respondents are male & 4 are female.
P-value is 0.78908905 > 0.05 i.e. result is non-significant; therefore there is no
relationship between brand preference & gender of respondent.
Factors influence to purchase present brand Male Female TotalPrice 4 5 9Taste 4 0 4Advertisement 0 0 0Friends 0 0 0Quality 19 4 23Relatives 0 1 1Health 1 0 1Packaging 0 0 0fat control 0 2 2Availability 1 3 4Doctor 0 0 0Other 0 0 0Total 29 15 44
Chi-square value: 16.066
Degree of freedom: 6
P-value: 0.01340407
47
19 out of the 23 respondents are male & 4 are female who are quality conscious P-
value is 0.01340407 < 0.05 i.e. result is significant; therefore there is a
relationship between factors influence to purchase preferred brand & gender of
respondent.
Chi-square value: 8.766
Degree of freedom: 7
P-value: 0.26989579
Best alternatives for Non-availability of preferred brand Male Female TotalAarey 4 4 8Warana 0 1 1Amul 8 0 8Mother Dairy 3 3 6Mahanand 5 3 8Nestle 2 1 3Gokul 2 0 2Other(Local) 5 3 8Total 29 15 44
48
Most of the male are preferred Aarey, Amul, Mahanand & other local brand as
compared to the female & Amul is best alternative for male for their preferred
brand. P-value is 0.26989579 > 0.05 i.e. result is non-significant; therefore there
is no relationship between best alternatives of preferred brand & gender of
respondent.
Have you ever changed your brand Male Female TotalYes 12 11 23No 17 4 21 29 15 44Reasons, Price raise 1 2 3Improper packaging 0 0 0Lack of availability 9 5 14More fat control 0 3 3Poor quality 1 0 1Poor Taste 1 0 1Other 0 1 1Total 12 11 23
For changing brand
Chi-square value: 4.046
Degree of freedom: 1
P-value: 0.04427614
49
Almost equally male & female have changed their preferred brand due to lack of
availability of preferred brand. P-value is 0.04427614 < 0.05 i.e. result is
significant; therefore there is a relationship between changing of brand & gender
of respondent.
Preferred size of Packaged Milk Male Female Total250 ml 0 0 0500 ml 14 5 191 litre 15 10 25Total 29 15 44
Chi-square value: 0.9
Degree of freedom: 1
P-value: 0.34278171
50
15 out of the 25 respondents are male used 1 litre size of packaged milk. P-value
is 0.34278171 > 0.05 i.e. result is non-significant; therefore there is no
relationship between size of packaged milk & gender of respondent.
Chi-square value: 7.055
Degree of freedom: 4
Preferred Brand Awareness through Male Female TotalFriends 4 3 7Doctor 0 0 0Advertisement 16 3 19Shop keeper 5 6 11Relatives 4 2 6Other 0 1 1Total 29 15 44
51
P-value: 0.13301012
16 out of the 19 respondents are male well known about their preferred brand
through advertisement. P-value is 0.13301012 > 0.05 i.e. result is non-significant;
therefore there is no relationship between preferred brand awareness factor &
gender of respondent.
Monthly income of family:
Preferred Brand < 10,000 10,001 - 20,000 > 20,000 Total Aarey 1 2 3 6Warana 0 1 1 2Amul 0 4 11 15Mother Dairy 0 1 5 6Mahanand 1 0 1 2Other 1 6 6 13Total 3 14 27 44
Chi-square value: 11.675
52
Degree of freedom: 10
P-value: 0.03073962
As per the monthly income of the family, again Amul is a
most preferred brand whose income is > 20,000 Rs /
month & 6 out of the 13 respondent preferred local
brands whose income is between 10,001- 20,000 Rs /
month because of the easily availability of local brand
with cheaper rate. P-value is 0.03073962 < 0.05 i.e. result
is significant; there is a relationship between monthly
income of the family & brand preference.
Factors influence to purchase present brand < 10,000
10,001 - 20,000 > 20,000 Total
Price 1 4 4 9Taste 1 1 2 4Advertisement 0 0 0 0
53
Friends 0 0 0 0Quality 1 5 17 23Relatives 0 1 0 1Health 0 0 1 1Packaging 0 0 0 0fat control 0 1 1 2Availability 0 2 2 4Doctor 0 0 0 0Other 0 0 0 0Total 3 14 27 44
Chi-square value: 8.658
Degree of freedom: 12
P-value: 0.73183078
17 out of the 23 respondent whose monthly income is > 20,000 are more quality
conscious. P-value is 0.73183078 > 0.05 i.e. result is non-significant; therefore
there is no relationship between factor influence to purchase present brand &
monthly income of family.
Best alternatives for Non-availability of preferred brand < 10,000
10,001 - 20,000 > 20,000 Total
Aarey 0 3 5 8Warana 0 0 1 1
54
Amul 1 1 6 8Mother Dairy 1 2 3 6Mahanand 0 3 5 8Nestle 1 0 2 3Gokul 0 2 0 2Other(Local) 0 3 5 8Total 3 14 27 44
Chi-square value: 13.406
Degree of freedom: 14
P-value: 0.49483322
55
The respondent whose monthly income is > 20,000 Rs. are equally considering
Aarey, Amul, Mahanand & local packaged milk are the best alternatives for their
preferred brand milk. P-value is 0.49483322 > 0.05 i.e. result is non-significant;
therefore there is no relationship between best alternatives of non-availability of
preferred brand & monthly income of family.
Have you ever changed your brand < 10,00010,001 - 20,000 > 20,000 Total
Yes 2 5 16 23No 1 9 11 21 3 14 27 44Reasons, Price raise 0 2 1 3Improper packaging 0 0 0 0Lack of availability 1 1 12 14More fat control 1 2 0 3Poor quality 0 0 1 1Poor Taste 0 0 1 1Other 0 0 1 1Total 2 5 16 23
For changing brand
Chi-square value: 2.316
Degree of freedom: 2
P-value: 0.31411378
56
12 out of the 14 respondents whose monthly income is > 20,000 Rs are changing
their preferred brand due to lack of availability of preferred brand in market. P-
value is 0.31411378 > 0.05 i.e. result is non-significant; therefore there is no
relationship between changing of preferred brand & monthly income of family.
Chi-square value: 0.094
Degree of freedom: 2
P-value: 0.9540874
Preferred size of Packaged Milk < 10,000
10,001 - 20,000 > 20,000 Total
250 ml 0 0 0 0500 ml 1 6 11 181 litre 2 8 16 26Total 3 14 27 44
57
16 out of 26 respondents having monthly income > 20,000 Rs. used 1 litre size of
packaged milk. P-value is 0.9540874 > 0.05 i.e. result is non-significant;
therefore there is no relationship between size of packaged milk & monthly
income of family.
Preferred Brand Awareness through < 10,000
10,001 - 20,000 > 20,000 Total
Friends 0 1 6 7Doctor 0 0 0 0Advertisement 1 5 13 19Shop keeper 1 6 6 13Relatives 0 2 2 4Other 1 0 0 1Total 3 14 27 44
58
Chi-square value: 18.016
Degree of freedom: 8
P-value: 0.02110685
13 out of the 19 respondents have a monthly income > 20,000 Rs. well known
about their preferred brand through advertisement. P-value is 0.02110685 < 0.05
i.e. result is significant; therefore there is a relationship between preferred brand
awareness factor & monthly income of family.
No. of members in family:
Preferred Brand1-3
members4-6
membersmore than
6 TotalAarey 0 6 0 6Warana 1 1 0 2Amul 6 9 0 15Mother Dairy 3 2 1 6Mahanand 1 1 0 2
59
Other 3 10 0 13Total 14 29 1 44
Chi-square value: 12.406
Degree of freedom: 10
P-value: 0.25880272
As per the number of members in family, 9 out of the 15 respondents having 4-6
60
members & 6 respondents having 1-3 members in their family who preferring
Amul brand. P-value is0.25880272 > 0.05 i.e. result is non-significant; therefore
there is no relationship between brand preference & no. of members in family.
Factors influence to purchase present brand
1-3 members
4-6 members
more than 6 Total
Price 2 7 0 9Taste 4 0 0 4Advertisement 0 0 0 0Friends 0 0 0 0Quality 5 17 1 23Relatives 1 0 0 1Health 1 0 0 1Packaging 0 0 0 0fat control 0 2 0 2Availability 1 3 0 4Doctor 0 0 0 0Other 0 0 0 0Total 14 29 1 44
Chi-square value: 16.142
Degree of freedom: 12
P-value: 0.18481844
61
17 out of the 23 respondents having 4-6 members & 5 respondents having 1-3
members in their family who are quality conscious. P-value is 0.18481844 > 0.05
i.e. result is non-significant; therefore there is no relationship between factors
influence to purchase present brand & no. of members in family.
Best alternatives for Non-availability of preferred brand
1-3 members
4-6 members
more than 6 Total
Aarey 1 7 0 8Warana 0 1 0 1Amul 4 4 0 8Mother Dairy 3 3 0 6Mahanand 3 5 0 8Nestle 0 2 1 3Gokul 1 1 0 2Other(Local) 2 6 0 8Total 14 29 1 44
Chi-square value: 19.209
Degree of freedom: 14
62
P-value: 0.15711598
Aarey is best alternative brand for respondent having 4-6 members in their family.
P-value is 0.15711598 which is closer to 0.05 i.e. result is non-significant;
therefore there is slightly relationship between best alternatives for preferred
brand & no. of members in family.
63
For changing brand
Chi-square value: 3.749
Degree of freedom: 2
P-value: 0.15343166
Have you ever changed your brand 1-3 members 4-6 members
more than 6 Total
Yes 5 18 0 23No 9 11 1 21 14 29 1 44Reasons, Price raise 1 2 0 3Improper packaging 0 0 0 0Lack of availability 3 11 0 14More fat control 0 3 0 3Poor quality 1 0 0 1Poor Taste 0 1 0 1Other 0 1 0 1Total 5 18 0 23
64
11 out of the 14 respondents have 4-6 members in their family who changing their
brand due to lack of availability in market. P-value is 0.15343166 which again
close to 0.05 i.e. result is non-significant; therefore there is slightly relationship
between no. of members in family & changing of brand.
Preferred size of Packaged Milk1-3
members4-6
membersmore than 6 Total
250 ml 0 0 0 0500 ml 7 10 1 181 litre 7 19 0 26Total 14 29 1 44
Chi-square value: 2.419
Degree of freedom: 2
P-value: 0.29834642
65
19 out of the 26 respondents having 4-6 members in their family used 1 litre size
of packaged milk for consumption. P-value is 0.29834642 > 0.05 i.e. result is non-
significant; there is no relationship between no. of members in family & preferred
size of packaged milk.
Preferred Brand Awareness through
1-3 members
4-6 members
more than 6 Total
Friends 1 5 1 7Doctor 0 0 0 0Advertisement 7 12 0 19Shop keeper 3 8 0 11Relatives 3 3 0 6Other 0 1 0 1Total 14 29 1 44
Chi-square value: 7.664
Degree of freedom: 8
P-value: 0.46696025
66
12 out of the 19 respondents have 4-6 members in their family well known about
their preferred brand through advertisement. P-value is 0.46696025 > 0.05 i.e.
result is non-significant; there is no relationship between no. of members in
family & preferred brand awareness factor.
Findings
As per the age of respondent
7 out of the 15 respondents having age of 25 – 50 years who preferring Amul
brand.
13 out of the 23 respondents having age of 25 – 50 years are quality
conscious.
6 out of the 8 respondents having age of 25 – 50 years preferred Amul as a
best alternative for their regular brand.
8 out of the 14 respondents having age of 25 – 50 years changing their
67
preferred brand due to lack of availability of preferred brand in market.
14 out of the 25 respondents having an age between 25-50 years preferred 1
litre of packaged milk.
9 out of the 19 respondents having an age between 25-50 years well known
about their preferred brand through advertisement.
As per the gender of respondent
11 out of the 15 respondents are male who preferred Amul as a lead brand.
19 out of the 23 respondents are male who are quality conscious.
8 out of the 8 respondents are male preferred Amul as a best alternative for
their regular brand.
9 out of the 14 respondents are male changing their preferred brand due to
lack of availability of preferred brand in market.
15 out of the 25 respondents are male used 1 litre size of packaged milk.
16 out of the 19 respondents are male well known about their preferred brand
through advertisement.
As per the monthly income of family
11 out of the 15 respondents having monthly income > 20,000 Rs preferring
Amul as a lead brand.
17 out of the 23 respondents are quality conscious having monthly income >
20,000 Rs.
6 out of the 8 respondents having monthly income > 20,000 Rs preferred
Amul as a best alternative for their regular brand.
68
12 out of the 14 respondents having monthly income > 20,000 Rs changing
their preferred brand due to lack of availability of preferred brand in
market.
16 out of 26 respondents having monthly income > 20,000 Rs. used 1 litre
size of packaged milk.
13 out of the 19 respondents having a monthly income > 20,000 Rs. well
known about their preferred brand through advertisement.
As per the no. of members in family
9 out of the 15 respondents having 4-6 members & 6 respondents having 1-3
members in their family who preferring Amul brand.
17 out of the 23 respondents having 4-6 members & 5 respondents having 1-3
members in their family who are quality conscious.
7 out of the 8 respondents having 4 – 6 members in their family preferred
Aarey is best alternative for their regular brand.
11 out of the 14 respondents having 4-6 members in their family changing their
brand due to lack of availability in market.
19 out of the 26 respondents having 4-6 members in their family used 1 litre
size of packaged milk for consumption.
12 out of the 19 respondents having 4-6 members in their family well known
about their preferred brand through advertisement.
69
70
Conclusion
From the above findings, majority of the population in Andheri region are
from upper middle class & more conscious about the quality of packaged
milk.
Most of the consumers preferred Amul as their regular brand in their diet.
Amul & Aarey are the best alternatives for non-availability of their
preferred brand.
More than 70% of the respondents are having > 20,000 Rs. monthly
income.
80% of the respondents are having 4-6 members in their family.
60% of the respondents are having an age between 25-50 years.
Advertisement & Shopkeeper are the most important factors for the
awareness of preferred brand.
70% of the respondents used 1 litre size of packaged milk.
According to Chi-square test,
There is a relationship between following factors,
Changing of a preferred brand & age of a respondent (due to the lack of
availability of preferred brand in market)
Factors influence to purchase preferred brand & gender of respondent
(quality is a major factor which influence to purchase preferred brand)
71
Changing of a preferred brand & gender of a respondent (due to the lack of
availability of preferred brand in market)
Monthly income of family & brand preference (high income level, more
brand quality conscious)
Preferred brand awareness factor & monthly income of family (through
advertisement)
72
Questionnaire
Personal details
1. Age :
2. Gender : Male Female
3. Marital Status : Married Unmarried
4. Educational Qualification : Above Graduation
Graduation
Below Graduation
5. Occupation : Housewife
Professional
Employed
Other (specify)
6. Family Income (per month) : Less than 10,000 Rs.
Rs.10, 001 – Rs.20, 000
More than Rs.20, 000
7. Family Members : 1-3 members 4-6 members
More than 6 members
8. No. of Children in family :
Brand Preference
1. Which brand is preferred in your family?
Aarey Warana
Amul Mother Dairy
Mahanand other (specify)
73
2. Which of the following factors influence you to choose present brand?
Price Quality Fat
control
Taste Relatives Availability
Advertisement Health Doctor
Friends Packaging Others
3. How did you know your preferred brand?
Friends Advertisement Relatives
Doctors Shop keepers others(specify)
4. Which size of packaged milk do you preferred?
250 ml 500 ml 1 litre
5. Do you know the name of the manufacturer of your preferred brand?
Yes No
6. State the degree of satisfaction in the following (for your preferred brand)
Sr. No. Characteristics
Highly Satisfactory Satisfactory
Not Satisfactory
1) Price
2)
Quality
3) Taste
4) Packaging
5) Advertisement
74
7. Have you ever had the scarcity of milk in the market?
Yes No8. In case of non-availability of your preferred brand, what will be your next best
alternative choice? (Name it)
9. Have you ever changed you brand?
Yes No
If yes, mention the reason:
Price raises Improper Packaging
Lack of Availability More Fat control
Poor Quality Poor Taste
Other (specify)
10. Name the substitute packaged milk brand for your regular milk brand with
reason.
Brand Reason
1)
2)
3)
11. Do you feel that your preferred brand of the milk enhances the richness of Tea / Coffee?
75
Yes No
12. Will you change the brand if your family income level is increases?
Yes No
13. Mention the reasons for selecting the next brand:
Same Price Same packaging
Same Taste Same Quality
No other alternative
14. Have you ever suggested your preferred brand of milk to your friends or relatives?
Yes No
76
77
Bibliography
Books
Consumer Behaviour by Solomon
Brand Management by S. L. Gupta
Business Statistics by Beri
Websites
http://www.dnaindia.com/report.asp?newsid=1239350
http://www.ilri.org/ilripubaware/uploaded%20files/SDP_BRIEF
%201
http://www.fnbnews.com/article/print.asp?articleid=15794
http://www.fnbnews.com/article/print.asp?articleid=16306
http://www.indiapackagingshow.com/news/newsfiles/262.htm
http://people.ku.edu/~preacher/chisq/chisq.htm