astudyonbrandimagetowardsnandiniproductsatmanmulinmandya(1 8)d2d4159c b05f 4d30 9b46 3472a3c3e9d1

8/19/2019 AStudyOnBrandImageTowardsNandiniProductsAtManmulInMandya(1 8)d2d4159c b05f 4d30 9b46 3472a3c3e9d1

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Volume-3, Issue-6, December-2013, ISSN No.: 2250-0758

International Journal of Engineering and Management Research Available at: www.ijemr.net

Page Number: 1-8

A Study on Brand Image towards Nandini Products at Manmul inMandya

AluregowdaAssistant Professor, Department of MBA, P E S College of Engineering, Mandya, INDIA

ABSTRACTBrand image is a common place in a consumer

behavior research. Numerous studies of brand image hasreported, the phrase has been widely used in variety oftechnical and casual applications, and practiceners andacademicians like have embraced the concept as theembodiment of the abstract reality that people buy productsor brands something other than their physical attributes andfunctions. This paper examines the consumer preferencetowards brand image of Nandini milk products, socioeconomic factors are used collect the data from therespondents and conduct this study. The findings andsuggestions of the study we conclude that Nandini brand hasgood image in milk products and services they have to usemore promotional strategies to develop strong brand image

Keywords: Consumer preference, Samsung televisions,

Bangalore City

I. INTRODUCTION

MEANING OF BRAND IMAGEBrand image is the current view of the customers

about a brand. It can be defined as a unique bundle ofassociations within the minds of target customers. Itsignifies what the brand presently stands for. It is a set of

beliefs held about a specific brand. In short, it is nothing but the consumers’ perception about the product. It is themanner in which a specific brand is positioned in themarket. Brand image conveys emotional value and not just

a mental image. Brand image is nothing but anorganization’s character. It is an accumulation of contactand observation by people external to an organization. Itshould highlight an organization’s mission and vision toall. The main elements of positive brand image are- uniquelogo reflecting organization’s image, slogan describingorganization’s business in brief and brand identifiersupporting the key values.

II. REVIEW OF LITARATURE

Hur, Yoonkyung (Katie) Adler, Howard (2011)conduct study to examined how employees perceiverestaurant brand image and the factors that affect those

perceptions. An extensive review of the literature indicateda need for a better understanding of this area, which isrelated to both employee training and job satisfaction, andhow it affects a restaurants brand image. Using survey datacollected from employees in casual-dining chainrestaurants, the study investigated employee attitudestoward the restaurant brand image, employees' perceptionsof their job satisfaction and employee training, anddemographic characteristics. Regression analysis resultsshowed that employees' job satisfaction, overall attitude onthe value of employees' training, and working conditionswere significant contributors for building positive brandimage for employees in casual-dining restaurants. Inaddition, one-way analysis of variance results indicatedthat differences in gender and educational level foremployees had a significant impact on employees' attitudestoward brand image.

Achouri, Mohamed Ali Bouslama, Néji, (2010), thisresearch belongs to the field of the analysis of theconsequences of congruence between brand personalityand self-image. The consequences taken into account inthis study are consumer's satisfaction and loyalty. We will

present a literature review on the study of impact of thecongruence between brand personality and self-image onthe four dependent variables considered in this research:

Satisfaction, attitude, preference and behavioral intentions.Dalli et al (2006) examined that there has been arecent increase in consumer research on the topic of branddislike: it can be defined as the negative judgmentexpressed by the consumer and/or implied in the choicenot to buy. The sparse literature in this field is fragmentedinto different streams of research that will be reviewed inthis paper: a) consumer criticism and resistance b) dislikeas a means of communicating and constructing self-image,and c) consumer/brand relationship. After the literature

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review, the method and results from fieldwork will be presented. The data converge towards a unitary andconsistent framework, in which various levels and factorscan be interpreted in the light of the theoretical

perspectives outlined above.Chen and Yu-Shan (2010), article proposed four

novels constructs--green brand image, green satisfaction,green trust, and green brand equity, and explored the

positive relationships between green brand equity and itsthree drivers--green brand image, green satisfaction, andgreen trust. The object of this research study wasinformation and electronics products in Taiwan. Thisresearch employed an empirical study by use of thequestionnaire survey method. The questionnaires wererandomly mailed to consumers who had the experience of

purchasing information and electronics products. Theresults showed that green brand image, green satisfaction,and green trust are positively related to green brand equity.Furthermore, the positive relationship between green brandimage and green brand equity is partially mediated bygreen satisfaction and green trust. Hence, investing onresources to increase green brand image, greensatisfaction, and green trust is helpful to enhance green

brand equity.Kremer et al, (2012) highlight the role store brands

can play in retail branding. Does an image transfer take place between store brands and the retailer brand? Toaddress this issue, the authors propose to identify and testthe dimensions of image transfer from the store brand tothe retailer brand. Design/methodology/approach – Aqualitative study of 138 consumers helped to complete theattributes of store brand image and retailer brand imageidentified in the literature. A total of 322 customers ofthree major French retailers responded to a questionnaire.The data collected were tested in a structural equation

model. Findings – Results indicate that store brands have a positive impact on the retailer image. The price image ofthe store brand is positively related to the retailer priceimage. The values that customers associated with store

brands improve the retailer brand image in terms of itsvalues. Research limitations/implications – Store brandsare considered as a whole, without distinction between

product categories. The paper focuses on standard store brands only, excluding "premium" store brands. Practicalimplications – Retailers can find a rationale for investingin their store brand range in order to differentiatethemselves from their competitors. Managers shouldensure that their store brands' image is seen as congruent

with their own retailer brand image. In particular, moreattention should be paid to the values reflected by the store brands and the store brands' price image. Originality/value – The results indicate that store brands not only benefitfrom the strength of the retailer brand, but they alsocontribute, in a reciprocal way, to the improvement of theretailer image.

III. RESEARCH OBJECTIVES

1. To examine the brand image of Nandini milk products atMANMUL.

2. To know consumer behavior towards Nandini Brand products.

3. To assess the brand image level of the products.

IV. RESEARCH METHODOLOGY

The primary data will be collected directly byinterviewing the users of Nandini milk products structuredquestionnaires of respondents in Mandya city andsecondary data required for the study will be collectedthrough published materials in journals, businessmagazines and internet. The sampling technique followedin this study is simple convenient sampling method, andthe total sample size for the data collection of the researchis 100 respondents. Structured questionnaire pertaining tousers of Nandini milk products was prepared and it wasadministered on respondents to collect the information.

V. DATA ANALYSIS ANDINTREPETATION

AGE OF SAMPLE CONSUMERSAge is considered as an important factor for the

study. Services availed of by sample consumers differaccording to their age. Table 1 shows the age wisedistribution of the sample consumer.

Table.1 indicates the age wise classification of thesample respondents. Out of 100 sample respondents, 74sample respondents (74%) are falls in below 25, 18respondents (18%) are falls in between 25-35 category and4 sample respondents (4%) are between 35-45 categories.It is concluded that majority of the respondents are in

below 25 age group.

GENDER OF SAMPLE CONSUMERSGender plays a significant role to satisfy their life

expectations. Both Male and female influencing on the purchasing of Nandini milk products. Table 2 indicates thegender wise classification of the sample consumers.


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Table.2 shows that out of 100 sample respondents32 respondents (32%) are male and 68 respondents (68%)are female. It is concluded that majority of the samplerespondents were housewife.

MARITAL STATUS OF SAMPLE CONSUMERSUsage of unmarried woman/man is entirely

different from that of a married couple. Therefore maritalstatus is one of the factors which may influence them.

Table.3 shows that out of 100 sample respondents, 16sample respondents (16%) are married and rest of 84sample respondents (84%) are unmarried. We canconclude that majority of the sample respondents are unmarried.

INCOME LEVEL OF THE OF SAMPLECONSUMERSThe buying decision process depends upon the

consumer income, his personal background, his education,and factors like the employment of the family women. The

purchase pattern of the refrigerator is changing. Middleincome group also it is necessary household appliance. It isevident from the following table 4 that refrigerator owned

by different income groups.

Table.4 indicates that income wise classificationof sample respondents. Out of 100 sample respondents 24

sample respondents (24%) are belong to the category of below Rs. 10000. Again 56 respondents (56%) fall in between Rs. 10000-20000 category and 20 samplerespondents (20%) belong to the category of above Rs.20000. It is concluded that the majority of the samplerespondents have monthly income between Rs. 10000-20000.

OCCUPATION OF SAMPLE CONSUMERSConsumer purchase behavior influenced based ontheir occupation. People who are well placed or employedenjoy better position in the society. Table 4 in which therespondents are grouped according to their occupation.

Table.5 shows that, Out of 100 samplerespondents 32 sample respondents (32%) are officials, 20sample respondents (20%) are businessmen, and 48 samplerespondents (48%) are working in other occupation.Therefore, it is conclude that the most of the respondentsare in other occupation.

DIFFERENT PRODUCTS OF NANDINI MILK There are different products available in Nandini

milk products from the MANMUL, the consumer preference of these products are different. Table 6indicates the reason for purchasing of refrigerators.

Table.6 shows that different products of Nandini milk. Outof 100 respondents, 66 respondents (66%) are using milk

products, 10 respondents (10%) are using ghee productsand 24 sample respondents (24%) are using curd products.Therefore majority of the respondents prefer milk

products.

QUALITY OF NANDINI MILK PRODUCTS


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Satisfaction of the consumers is depending upondifferent features of the Nandini milk products andservices. Satisfaction of consumer on quality features of

Nandini milk products shown below. Consumers’satisfaction on quality of Nandini milk products as follows.

From the above table 7 it is observed that 58%respondents rated quality is excellent. 20 samplerespondents (20%) are rated quality is very good, 4 samplerespondents are rated satisfactory and 18 respondents(18%) are rated as satisfactory. Therefore it is concludethat majority of the respondents are rated quality of the

Nandini milk products is excellent.

DESIGN OF NANDINI MILK PACKAGINGDesign of the milk packets is one of the important

factors in Nandini milk products. Satisfaction of theconsumers is influence on the package of Nandini milk

products like color, size, name, logo, usage, and otherinformation of the products. Table 8 gives the consumers

preference towards packaging of the Nandini milk products and services.

From the above table 8 it is observed that Out of100 respondents, 60% of the respondents are of theopinion that design of the milk packet is attractive and40% of the respondents feel it non-attractive.

PLACE OF PURCHSING NANDINI MILK

PRODUCTSMilk is a non durable product place plays a vitalrole to purchase Nandini milk products than competitors

products available in the market. Buying behavior ofconsumers purchasing milk shapes more on place of the

products available. Table 9 indicates the response of thecustomers.

Table.9 shows that, out of 100 respondents, 24%of the consumer get at milk at their doorstep, 56% buy inthe nearby milk parlors and the rest 20% in the provisionstore.

FACTORS INFLUENCING TO BUY NANDINI MILK PRODUCTS

The purchase decisions will be influenced byvarious factors. Such as quality, price, brand image, andother critical attributes for the products and services. Thisis presented in Table.10.

Table.10 show that influencing factors of theconsumers. Out of 100 sample respondents, 78 respondents(78%) are buying quality of the milk, 10 respondents(10%) are attracted by price of the products,12 respondents(12%) are attracted by services of milk products. It isconcluded that most of the respondents are attracted byquality of Nandini milk products.

TASTE OF HOMOGENIZED MILK PRODUCTSMilk is a nutrition product for all age group of the

people. Consumption of milk products is multipurposefrom children to aged people. Consumers’ preferencetowards taste of homogenized Nandini milk productsshows in table 11.


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From the Table.11 Out of 100 respondents, 50%of the respondents said the taste of the homogenized milkis excellent, 8% as very good, 22% very good and 10% assatisfactory, 10% of the respondents said they are notaware and there is no advertisements regarding thisHomogenized milk.

PRICE OF NANDINI MILK PRODUCTSPrice is the key factor to consumers purchasing

milk products and there are number of milk union

introduced the products to market. Price is a majordecision making factor of milk products. Consumer

preference towards price of Nandini milk products hasshown the table 12.

From the above table 12 it is observed that 16 samplerespondents (16%) feel that price is high,84 samplerespondents (84%) sample respondents feel that price ishigh, none of the respondents feel that price is low. it isinfer that majority of the respondents are rated price of the

Nandini milk products is reasonable.

COMPLAINTS TOWARDS NANDINI MILK PRODUCTS

Complaints receiving heighten the level ofcustomer satisfaction in milk products and solvingcomplaints effectively influence on buying decision of the

milk products. The researcher has divide into differenttypes according to response of the consumers. Table.13,the consumers are grouped according to complaints.

It is found from table 13, out of 100respondents, 36 sample respondents(36%) are complainabout the Nandini products and 64 sample respondents(64%) are not having any complaints. It is infer that,majority of the respondents have no complaints about

Nandini milk products.

MEDIA PREFERENCE There is a lot of milk products are promoting

using both mass and personal media. Consumers prefer particular media, word of mouth of consumers, opinion offriends and other sources. Table 14 gives the media

preference of Nandini milk products.

Table.14 show that media preference on Nandinimilk products. Out of 100 sample respondents, 40respondents (40%) are get information from familymembers, 22 sample respondents (22%) are getinformation from friends, 20 sample respondents (20%)are get information from mass media. It is concluded thatmajority of the respondents are get information fromfamily members.

PURCHASE MOTIVATING FEATURES OF NANDINI PRODUCTS

The purchase decisions will be influenced byvarious factors. Such as quality, price, brand image,advertisement are the critical attributes for the consumers.This is presented in Table..16.


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Table.15 show that purchase motivating featuresof Nandini products. Out of 100 sample respondents, 8sample respondents (8%) are consider price is the purchasemotivating feature of Nandini products, 80 samplerespondents (80%) are feels quality is the purchasemotivating feature, 6 sample respondents (6%) are feelsthat quantity and 6 sample respondents (6%) are feels that

package as the purchase motivating features of Nandini products. It is infer that, majority of the respondentsmotivated by quality of Nandini milk products.

BRAND LOYALTY OF NANDINI MILK PRODUCTSSatisfied consumers use the milk products more

on daily basis. Loyal customers repeated to purchase milk products because milk is essential product in life. The buying behaviors of consumers influence to brand loyaltytowards Nandini milk products. This is presented in Table16.

Table.16 show that brand loyalty of Nandini milk products. Out of 100 sample respondents, 4 samplerespondents (4%) are loyal from one month, 2 samplerespondents (2%) are loyal from three month, 8 samplerespondents (8%) are loyal from last one year, 86 samplerespondents (86%) are loyal from last one year and above.It is conclude that, majority of the respondents are moreloyal to more than one years for Nandini milk products.

RECOMMENDATION OF NANDINI MILK PRODUCTS TO OTHERS

There is lot of factors to recommend in the preferenceof Nandini milk products, the regularity of recommendedone to other is different. This is presented in Table 17.

From thetable 17, out of 100 respondents 94 % of the samplerespondents would recommend Nandini milk products toothers, 6 sample respondents don’t recommend to others. Itis evident that most of the respondents are recommendingto other to use Nandini milk products and services.

VI. OPINION ABOUT NANDINIMILK PRODUCTS

Consumers express their opinion about milk productswhich are offering like milk, ghee, curd, butter etc. all milk products not have same satisfaction of the consumers .respondents opinion about Nandini milk products usingvarious types different from one to another. This is

presented in Table 18.

Table.18 show that opinion about Nandini milk products. 98 sample respondents (98%) are satisfied withmilk products, 58 sample respondents (58%) satisfied withghee, 88 sample respondents (88%) are satisfied with curd,and 44 sample respondents (44%) are satisfied with butter.From the above study it is conclude that –Milk – 98% of the respondents are using Nandini milk

products.

Ghee – more than half of the respondents are satisfied withthe ghee.Curd – 88% of the respondents use Nandini curd overother brands curd.Butter – half of the respondents don’t use butter.


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VII. NANDINI PRODUCTS AREBEST THAN OTHER BRANDS

OF MILK

From thetable 19, out of 100 respondents, 82 sample respondents(82%) feel that Nandini products are best than other brandsof milk, 18 sample respondents (18%) are happy with

Nandini milk products. It is evident that most of therespondents are feel that Nandini products are best thanother products.

VIII. FINDINGS

1. Most of the respondents are house wife’s who areusing Nandini milk products in the family.

2. The majority of the customers are of age below 25years and the age group falls between 25-35 years,

3. Majority of the respondents are buying Nandini products and services are female.

4. Many of the respondents found that the quality ofthe Nandini milk and milk products are good.

5. Majority of the respondents are happy with designsof the Nandini milk packages.

6. Most of the respondents are purchasing Nandinimilk at milk parlor.

7. As compared to other competitors Nandini providequality products.

8. Many respondents are of the opinion that the priceof milk and milk products are reasonable.

9. There are very few complaints on curds that itsmells sometimes.

10. Many respondents are very happy with the qualityand taste of full cream milk.

11. Majority of the respondents are in the incomegroup of 10,000-20,000.

12. Majority of the Nandini customers have know theadvertisement from family members.

13. Majority of the customer are more attracted by Nandini products because they are providing quality milk products.

14. Majority of the Nandini customer are satisfied withquality of Nandini milk products. Majority of theRespondents are replayed that the Nandini company

products price is reasonable.15. Most of the respondents are recommended Nandini

milk products and services to others.

IX. SUGGESTIONS

1. Brand loyalty is the most influencing factor forthe purchase of Nandini milk; the union should identify theloyal customers and should give rewards. This will help inimage of products and services.

2. Effective delivery system should be designed inorder to ensure regular availability and on-time delivery ofmilk.

3. Advertisement is the most important factor toestablish the product in the market. So, they shouldincrease advertisements in different media, like TV,Magazine & Newspaper.

4. The company is suggested to improve the packing

design of the products and services of consumers withchanging taste and preference.5. The Nandini milk products are highly perishable

and as the customers are sensitive in the quality of themilk, the transportation must be refrigerated.

6. Some milk products and services like Full CreamMilk should be produced in 250 ml both in evening and inthe morning time.

7. The Most convenient channel of Distribution for Nandini milk and its product is through departmentalstores and retailers shops.

8. Company should give incentives to the retailersso that they will be motivated to sell Nandini milk and its

products. It is also one of the promotion techniques.9. Discount must be given to the retailers to push up

the sales of Nandini milk and its products.10. Credit facility should also be extended to the

retailers so that they will take more initiative in selling Nandini milk and its products.

X. CONCLUSION

The image of milk union about Nandini milk products and services is influenced by many factors like preference, perception, buying behavior; satisfaction ofconsumer’s etc.The study will help the union to identifythe customers’ preference towards Nandini brand milk

products and services. To develop competitive brandimage of Nandini milk products and services, company

periodically evaluate the company products withcompetitor products to grow further in the market place. Ithas to design the promotional programs effectively forawareness of quality, price & service, so it will havegreater hit to capture more market share of the milk

products and services total milk market. Today the


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MANMUL is growing widely by the name of ‘Nandini’. It provides milk, curds, peda and other products.

REFERENCES

[1] Hur, Yoonkyung (Katie) Adler, Howard (2011),Journal of Foodservice Business Research; Oct- Vol. 14Issue 4, p334-359, 26p, 2 Diagrams, 5 Charts.

[2] Achouri, Mohamed Ali Bouslama, Néji (2010), IBIMABusiness Review; p1-16, 16p[3] Dalli, Daniele Romani, Simona Gistri, Giacomo,Advances in Consumer Research; 2006, Vol. 33 Issue 1,

p87-95, 9p, 4 Color Photographs[4] Hankinson, Graham, Journal of Vacation Marketing(2004), Vol. 10 Issue 2, p109-121, 13p, 1 Black and WhitePhotograph, 1 Diagram, 2 Charts 5.Poiesz, Theo B.C,

Journal of Economic Psychology; Dec89, Vol. 10 Issue 4, p457, 16p[5] Schori, Thomas R., Psychological Reports; Jun96, Vol.78 Issue 3, p1299, 8p[6] Virvilaite, Regina Dailydiene, Migle (2012),Engineering Economics; Vol. 23 Issue 1, p90-98, 9p [7] Chen, Yu-Shan (2010), Journal of Business Ethics;Vol. 93 Issue 2, p307-319, 13p, 2

Diagrams, 4 Charts[8] Bivainienė, Lina, Economics & Management (2007), p304-310, 7p, 1 Diagram, 3 Charts [9] MANMUL Booklets[10] Broachers[11] Websites

1. www.chrisfoxinc.com2. www.amulindia.com3. http://www.kmfnandini.coop/html/kmfunits-nmp.htm

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