A STUDY ON BRAND PREFERENCE FOR MILK IN RURAL AND …journalstd.com/gallery/35-oct2019.pdfpresent study the researcher select seven popular branded milk in Tamilnadu (Aavin, Arokya,

A STUDY ON BRAND PREFERENCE FOR MILK IN RURAL AND URBAN AREAS

AT SALEM DISTRICT

Mr.C.SASIKUMAR, Research Scholar in Department of Business Administration,

Arignar Anna Government Arts College, Attur

&

Dr.K.V.KANNAN Assistant Professor in Department of Business Administration,

Government Arts College, Kumarapalayam, Namakkal-Dt

ABSTRACT

Brand is one of the most valuable intangible assets of any organization. Hence it is

imperative to manage it well to maximize its returns. The end result of creating a successful

brand fundamentally rests with the customers. Organizations can do their best to create a

successful brand, but the question is whether customer also perceives the same about the brand.

The marketing activity linked with the brand tries to influence the customer's mind towards the

brand. The branded milk companies are in the stiff competition in the market among the giant

brands in Salem district. Every nation there exist the problem of affinity towards the

international products which bare brand name. People like to buy branded products because of its

big publicity and advertisements. Local entrepreneurs have less publicity and less fund when

compared to the top brands. This study focuses on brand preference for milk in rural and urban

areas in Salem district. The researcher has taken 300 samples for the present study, which

comprises of 150 respondents from the rural areas and 150 respondents from urban areas. For the

present study the researcher select seven popular branded milk in Tamilnadu (Aavin, Arokya,

Thirumala, Hatsun, KC, Komatha and Thirumala). This piece of research is concluded that the

consumers of the Salem district are satisfied with the brands available in their area on certain

factors and they still needs good quality, package design, availability and etc. Based on the

recommendation given in the study, the consumers will be customers forever to the brand and get

satisfaction with respect to their brand preferences. It is intended for to future researchers could

carry out research on comparative analysis of neighboring districts in Tamilnadu then, it would

be caring to find out the brand preferences over the state and it will lead the brand to empower in

the market.

Science, Technology and Development

Volume VIII Issue X OCTOBER 2019

ISSN : 0950-0707

Page No : 367

Keyword: brand preference, consumer bahaviour and consumer choice.

1. Introduction

Brand is one of the most valuable intangible assets of any organization. Hence it is

imperative to manage it well to maximize its returns. The end result of creating a successful

brand fundamentally rests with the customers. Organizations can do their best to create a

successful brand, but the question is whether customer also perceives the same about the brand.

The marketing activity linked with the brand tries to influence the customer's mind towards the

brand. However, the shift to experiential marketing broadens the role of the brand from a bundle

of attributes to experiences. Experiential marketing also considers both, the rational and

irrational assumptions of consumer behaviour. The industrial advancement helped growing the

similarities between the brands attributes and manufactured goods commoditization. As a result,

consumers cannot form their preferences among brands by means of rational attributes alone.

They try to find the brand that creates practice; intrigue them in a sensorial, exciting, and creative

way. Companies’ competitiveness in which market become more and more hard in the industry.

Their survival requires building their competitive advantage by delivering memorable

experiences, which would influence consumers’ brand preferences, and consequently stimulate

consumers’ purchase decisions.

Brand preference shows a desire to use a specific company's product or service even

when there are equally-priced and equally-available substitutes. In fact, more habitually than not,

brand preference shows a desire to seek out a definite product or service even when it needs

paying more or expending more attempt to get it. Brand preference is key to companies because

it contributes an indicator of their customers' reliability, the accomplishment of their marketing

plans, and the strength of their particular brands. There has been a extensive standing interest

from marketers to know how consumers form their preferences on the way to a specific brand.

Brand preference is strongly related to brand choice that can make easy for consumer decision

making and make active the brand purchase. Knowing the pattern of consumer preferences over

the population is a serious input for designing and rising innovative marketing strategies.



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Brand preferences have long been detailed using customary models, which principally

focus on consumers’ cognitive decision of brand attributes on a coherent basis. However, the

move to experiential marketing, the keystone of branding, has lengthened the role of the brand

from a bundle of attributes to experiences. It also considers both the rational and irrational

aspects of consumer behaviour. In addition, technological advances have increased the

similarities between brands and product commoditization. Therefore, consumers find it difficult

to differentiate between brands on functional attributes alone. Instead, they seek the brand that

creates an experience; that intrigues them in a sensorial, emotional and creative way. Such

empirical appeals are significant components of a brand, and are used in brand isolation and

improvement of consumer preference.

2. Statement of the problem

The branded milk companies are in the stiff competition in the market among the giant

brands in Salem district. Every nation there exist the problem of affinity towards the

international products which bare brand name. People like to buy branded products because of its

big publicity and advertisements. Local entrepreneurs have less publicity and less fund when

compared to the giant brands. This study focuses on brand preference for milk in rural and urban

areas in Salem district.

3. Scope and objective of the study

The study only focuses brand preferences for milk. It only studies the Salem district. The survey

has conducted in rural and urban areas. The objectives of the study as follows:

To study the brand preference for milk in rural and urban areas in Salem district

To analyse opinion about the price different among the brands in rural and urban areas

To ascertain the opinion about the purchase of same brand in future among rural and urban



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areas

To understand the reason for preferring particular brand of milk among rural and urban

areas

4. Review of literature

Aron O'Cass, Kenny Lim, et al, (2001) , conducted a study on “The Influence of Brand

Associations on Brand Preference and Purchase Intention: An Asian Perspective on Brand

Associations” The study examines the preferences and purchase intentions of young South-east

Asian consumers. Exclusively, the study concentrates on the non-product brand associations and

to tests their impacts on brand preference rating and purchase intentions toward special brands of

fashion apparel.

Shiva Prasad (2009) indicates that the milk is nature’s most nearly perfect food,

being deficient only in iron. As such it is an excellent food for raising the young mammals, but

it may also become a harmful food under sanitary conditions. It must, therefore, be assured

that milk which enters into produced and handled and sanitary so that it will have good .And be

free from pathogens. From the point of view of the consumer, milk quality signifies the three

main characteristics which determine its suitability for human consumption; its cleanliness and

keeping quality, its freedom from pathogens and its nutritional value based on its composition.

Rubaina (2010) conducted a research on the customer preference towards dairy products. The

study made an attempt to identify the customer's preference towards dairy products and to know

about the factors which influence the selection of different brand of dairy products. The study

revealed that the company should make survey to know the expectations of the consumers and

produce the products in the manner so as to attract more customers towards their brand and

advertisement can be done through mass media increase sales and to educate customers about the

product.



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Merlin Sealer Sing (2013) in his study titled“ Essential and commercial nature of Aavin

milk in Tamilnadu with special reference to Kanyakumari and Coimbatore districts” that brand

names “Aavin milk” and “Aavin by products” are very popular brands among the people mainly

because of adulteration free production and also doctors recommend it to the patient .In

Kanyakumari district 74 percent of the respondents accepted that there is very high demand and

22 percent high demand for this product. But in Coimbatore district 73 percent respondents state

that there is a high demand and 13 percent say that there is very high demand for milk and by

product.

5. Research methodology

This study based on both primary and secondary data. The data which is composed in a

new manner and which is not obtainable is termed as primary data. For the purpose of collecting

primary data with regard to the brand preference for milk among rural and urban consumers, the

researcher has carefully designed an interview schedule. The existing data is termed as the

secondary data. Secondary data that were collected out of books, journals, magazines,

newspapers and available articles from leading journals. Since the objective of the study is to

find out the brand preference of milk among rural and urban consumers, the researcher has

adopted convenient sampling technique for data collection. The researcher has taken 300

samples for the present study, which comprises of 150 respondents from the rural areas and 150

respondents from urban areas. For the present study the researcher select seven popular branded

milk in Tamilnadu (Aavin, Arokya, Thirumala, Hatsun, KC, Komatha and Thirumala).

6. Data analysis and interpretation

Table 1. Gender of the Respondents

Gend

er

Rural Urba

n

Total

Resp. Perce

nt

Resp. Perce

nt

Res

p.

Perce

nt

Male 70 46.65 90 60.00 160 53.35

Femal

e

80 53.35 60 40.00 140 46.65



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Total 150 100 150 100 300 100

Source: Primary data

It is observed from Table 1 that, among the rural milk consumers, 80 consumers (53.35

percent) are female and among the urban milk consumers, 90 consumers (60 percent) are male.

Table 2. Monthly Income of the Respondents

Income Rural Urban Total

Res

p.

Perce

nt

Res

p.

Perc

ent

Re

sp

Percent

Below

Rs.3000 55 36.65 08 05.35 63 21.00

Rs.3000 to

Rs.6000

32

21.3

5 20

13.35

52

17.3

5

Rs.6000 to

Rs.9000

24

16.0

0 33

22.0

0

57

19.0

0

Rs.9000 to

Rs.12000 21 14.00 41 27.30 62 20.65

Above

Rs.12000

18 12.00 48 32.00 66 22.00

Total 1

5

0

100 15

0

100

300

100


It is observed from table 2 that, among the rural milk consumers, 55 consumers

(36.65 percent) earned below Rs.3000 and it is clear that majority of urban consumers

48 consumers (32 percent) earned above Rs.12000.

Table 3. Brand preference of the Respondents

Brand Name

Rural Urban Total

Resp. Percent

Resp.

Percent

Resp

Percent

Aavin 16 10.67 35 23.33 82 27.33

Arokya 7 4.67 16 20 19 6.33

Cavin

Care 5 3.33 8 5.33 13 4.33



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Hatsun 8 5.33 62 41.33 43 14.33

KC 80 53.33 7 2.65 87 29.00

Komath

a 4 2.67 10 5.35 14 4.67

Aroma 30 20.00 12 2 42 14.00

Total 150 100 150 100 300 100


It is observed from Table 3 describes about the brand of milk currently used by the

respondents. Among the rural consumers, 80 consumers (53.33 percent) are using KC brand

and among the urban consumers, 62 consumers (41.33 percent) are using Hatsun brand.

Table 4. Opinion about Price of different brands of Milk (Rural Consumers)

Brand

Name Very High (5)

High (4)

Moderate (3)

Low (2)

Very Low (1)

Total

Ran

k

Res.

Wegt

Res.

Weigt

Res.

Wegt

Res.

Wegt

Res

Wegt

Res

Wegt

Aa

vin 15

075

20

080

40

120

40 80 35

35 150

390

III

Aro

kya 40

200

15

060

20

060

35 70 40

40 150

430

I

Ca

vin

Car

e

10

050

15

060

30

090

40 80 55

55 150

335

VII

Hat

sun 15

075

25

100

30

090

40 80 40

40 150

385

IV

KC 18

090

20

080

30

090

42 84 40

40 150

384

V

Ko

mat

ha

20

100

20

080

20

060

40 80 50

50 150

370

VI

Aro22

110

18

07

42

12

38 76 30

30 15

41

II



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ma 2 6 0 4


It is observed from Table 4 that, first rank (total score 430) has been attained by Arokya

brand so the rural consumers feel that price is very high, second rank (total score 414) has been

attained by Aroma brand, third rank (total score 390) has been attained by Aavin brand, fourth

rank (total rank 385) has been attained by Hatsun brand, fifth rank (total score 384) has been

attained by KC brand and last rank (total score 335) has been attained by Komatha brand so

majority of rural consumers feels that Cavin Care brand price is very low. It is clear that Arokya

brand price is very high.

Table 5 Opinion about Price of different brands of Milk (Urban Consumers)

Brand Name Very High (5)

High (4)

Moderate (3)

Low (2)

Very Low (1)

Total R

a

n

k Res

. Wegt

Res.

Weigt

Res.

Wegt

Res.

Wegt

Res

Wegt

Res

Wegt

Aavin

08

04

0 15

0

6

0

5

5

16

5 40

08

0

3

2

3

2

15

0

37

7

VI

I

Arokya

25

12

5 30

1

2

0

4

5

13

5 30

06

0

2

0

2

0

15

0

46

0 I

Cavin

Care

12

06

0 18

0

7

2

5

0

15

0 38

07

6

3

2

3

2

15

0

39

0 VI

Hatsun

18

09

0 22

0

8

8

4

0

12

0 40

08

0

3

0

3

0

15

0

40

8 IV

KC

19

09

5 24

0

9

6

4

2

12

6 38

07

6

3

3

3

3

15

0

42

6 III

Komatha

16

08

0 20

0

8

0

4

0

12

0 50

10

0

2

4

2

4

15

0

40

4 V

Aroma

20

10

0 22

0

8

8

4

4

13

2 46

09

2

1

8

1

8

15

0

43

0 II




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It is observed from Table 5 that, first rank (total score 460) has been attained by Arokya

brand, so the urban consumers feels that price is very high, second rank (total score 430) has

been attained by Aroma brand, third rank (total score 426) has been attained by KC brand, fourth

rank (total score 408) has been attained by Hatsun brand, fifth rank (total score 404) has been get

by Komatha brand, sixth rank (total score 390) has been secured by Cavin Care brand and last

rank (total score 377) has been secured by Aavin brand, so the majority of urban consumers feels

that price is very low. It is clear that Arokya brand price is very high.

Table 6. Opinion about purchase of same brand in future

Bran

d

Nam

e

Rural Urban Total

Yes No Yes No

Yes No

No.

Perc.

No.

Perc.

No.

Perc.

No.

Perc.

No.

Perc.

No.

Perc.

Aavi

n

16 13.35 00 00.00 75 69.5

0

05 11.90 91 39.90 05 06.95

Arok

ya

30 25.00 05 16.65 10 09.2

5

20 47.60 40 17.50 25 34.75

Cavin

Care

62 51.65 00 00.00 16 14.8

0

04 09.50 78 34.25 04 05.55

Hatsu

n

00 00.00 07 23.35 00 00.0

0

05 11.90 00 00.00 12 16.65

KC 02 01.65 06 20.00 00 00.0

0

04 09.50 02 00.90 10 13.85

Kom

atha

10 08.35 02 06.65 07 06.4

5

01 02.45 17 07.45 03 04.15

Arom

a

0

0

00.0

0

1

0

33.35 00 00.0

0

03 07.15 0

0

00.00 13 18.10

Total 1

2

0

100

3

0

100 108 100 42 100 2

2

8

100 7

2

100


It is clear from Table 6. that, out of 150 rural consumers, 120 consumers have given

suggestion that they would purchase the same brand in future and the remaining 30

consumers would not purchase the same brand in future. Out of 150 urban consumers, 108



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consumers have given suggestion that they would purchase the same brand in future and the

remaining 42 consumers would not purchase the same brand in future. Among the total

consumers, the majority of consumers would purchase the same brand in future.

Table 7. Reason for Preferring Particular Brand among the Rural Consumers

SL. NO.

REASON GARRETT MEAN SCORE

(AVG. SCORE)

RANK

1 Best Quality 54.25 IV

2 Thickness 59.85 II

3 No Bacteria/No Cloistral 48.22 VI

4 Normal Price 61.58 I

5 Easy Availability 55.89 III

6 Brand Name 45.22 VI

I

7 Any time available 50.25 V

Source: Primary and Calculated data

It is evident from Table 7. that, first rank (Avg. Score 61.58) has been secured by normal

price of milk, second rank (Avg. Score 59.85) has been secured by thickness of milk, third rank

(Avg. Score 55.89) has been secured by easy availability of milk, fourth rank (Avg. Score 54.25)

has been attained by best quality of milk and last rank (Avg. Score 45.22) has been attained by

brand name. It is clear that majority of rural consumers prefer the particular brand reason for

normal price.

Table 8. Reason for Preferring Particular Brand among the Urban Consumers

SL.

NO.

REASON GARRETT MEAN

SCORE

(AVG. SCORE)

RA

NK

1 Best Quality 64.25 I

2 Thickness 56.21 V

3 No Bacteria/No Cloistral 50.03 VI

I

4 Normal Price 58.24 IV

5 Easy Availability 62.01 II

6 Brand Name 61.98 III

7 Any time available 53.09 VI

Source: Primary and Calculated data



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It is clear from table 8, that first rank (Avg. Score 64.25) has been secured by best

quality, second rank (Avg. Score 62.01) has been secured by easy availability, third rank (Avg.

Score 61.98) has been secured by brand name, fourth rank (Avg. Score 58.24) has been secured

by normal price and last rank has been secured by no bacteria and no cloistral. It is clear that

majority of urban consumers prefer the particular brand reason for best quality.

7. Recommendations

The present study reveals about the brand preference for milk among the rural and urban

consumers in Salem District. The researcher grasped up various factors and summed up them.

Relevant suggestions to solve the problems of rural and urban consumers are given below:

Majority of respondents felt that the popular brands are not available in their residential area. The

researcher suggests that the manufacturers can take good measures to distribute their brand in all

places of Salem district. Some respondents has given opinion that buyers have not known their

brand milk because of the package colour, size and designs as it has similarity or look like of

other branded milk. The researcher suggest to the companies should focus on the package design

and models so as to distinguish from the other brands of milk. Majority of respondents has given

opinion that the branded milk price is too high. The researcher suggests that the companies

which produce branded milk should maintain rational price for their brand, it will surely induce

the new customer who belongs to the middle and the lower classes.

Conclusion

This piece of research is concluded that the consumers of the Salem district are satisfied

with the brands available in their area on certain factors and they still need good quality, package

design, availability and etc. Based on the recommendation given in the study, the consumers

will become loyal one to the brand and endorse the same brand to others. It is intended for to

future researchers could carry out research on comparative analysis of neighboring districts in

Tamilnadu then, it would be caring to find out the brand preferences over the state and it will

lead the brand to empower in the market.



ISSN : 0950-0707

Page No : 377

References:

1 Shiv Prasad (2009), “Quality assurance in milk production at organized dairy

farms”, Indian Farming, vol.53 No.3, Pp-22.

2 Merlin Sealer Sing, J(2013) “ Essential and commercial nature of Aavin milk in

Tamilnadu with special reference to Kaniyakumari and Coimbatore districts”

Dissertation, Department of commerce, Manonmaniam Sundaranar university

Tirunelveli.

3 Rubaina (2010) “A study on customers preference towards dairy products”, April.

4 George Balabanis, Nikoletta-Theofania Siamagka, (2017), "Inconsistencies in the

behavioural effects of consumer ethnocentrism: The role of brand, product category and

country of origin", International Marketing Review, Vol. 34 Issue: 2, pp.166-182,

https://doi.org/10.1108/IMR-03-2015-0057.

5 Hannes Datta, Kusum L. Ailawadi, and Harald J. van Heerde (2017), How Well Does

Consumer-Based Brand Equity Align with Sales-Based Brand Equity and Marketing-Mix

Response, Journal of Marketing, May 2017, Vol. 81, No. 3, pp. 1-20. 5.

6 Hyoryung Nam, Yogesh V. Joshi, and P.K. Kannan (2017), Harvesting Brand

Information from Social Tags, Journal of Marketing, July 2017, Vol. 81, No. 4, pp. 88-

108.



ISSN : 0950-0707

Page No : 378

Documents

A STUDY ON BRAND PREFERENCE FOR MILK IN RURAL AND …journalstd.com/gallery/35-oct2019.pdfpresent study the researcher select seven popular branded milk in Tamilnadu (Aavin, Arokya,