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8/15/2019 A STUDY ON PREFERENCE TOWARDS BRANDED MILK AND ITS ALLIED PRODUCTS
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A STUDY ON PREFERENCE TOWARDS BRANDED MILK
AND ITS ALLIED PRODUCTS
INTRODUCTION TO THE STUDY
India is the largest producer of milk producing more than 100
million tons of milk per annum yet her per capita milk consumption is
around 250gm per day.
India has a population of more than 1 billion with diverse food
habits, cultures, traditions and religions. Regional variations within the
country can be mind bogging. n one hand, the country has plains with
long tradition of milk production and consumption. n the other hand,
there are forest and hilly regions with no tradition of dairying. !ost of
coastal belts also do not have much of diary tradition.
"ill about year 2000, India was not on the radar screen of most
international dairy companies. #ince India was neither a ma$or importer
nor an e%porters of daily products. "hrough the &0's, (0's and )0's India
used to take some milk powder and butter oil as aid. *%ports from India
were insignificantly small. +rom 2000 onwards, Indian dairy products.
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articularly milk powder, casein when products and ghee started making
their presence felt in global markets.
"he decade of 2000-10 will be recorded in diary history as the
decade of e%ports. ut the ne%t decade will be different signs of change
are already visible. n one hand India is finding it difficult to sustain
e%ports of diary products due to low global prices and high domestic
prices. n the other hand some dairy products and companies from India
have been able to make their mark on international markets leading to
increase in their e%ports even when the overall global market sentiment
has turned negative.
/ope that the study helps get a macro level understanding of the
dairy scenario in India.
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OBJECTIVES
"o know the preference towards randed milk among people.
"o know the preference towards allied products.
"o know the reason for choosing the brand.
"o know the consumer satisfaction on using the product.
"o know the best among the current brands.
"o analysis most preferred brand.
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LIMITATIONS
"he sample sie is only 100, while there are thousands of users.
"ime was a constraining factor in completing the pro$ect.
ack of interaction among the consumers.
ack of time for e%plaining the individuals about the
3uestionnaire.
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RESEARCH METHODOLOGY
Research methodology is a way to systematically save the research
problem. I may be understood as a source of studying how research is
done scientifically and the steps that are generally adopted by the
researcher in methodology results in using research problem along with
logic behind them. Research !ethodology results in using research
methods through which solutions are arrived for the problem for the
research.
RESEARCH DESIGN:
research design is purely and simply the frame work or plan study
that guides the collection and analysis of the data. 6enerally, a research
design is a blue print of the research that is to be followed is completing
the study.
DATA COLLECTION:
"he present study is based on primary data and the data's were
collected through 3uestionnaire.
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SAMPLE TECHNIQUES:
"he sample for this study is 100.
PRIMARY DATA:
"hese data were collected by personal interview with consumer. +or
this purpose 3uestionnaire were prepared in such that all necessary data
would be collected.
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ANALYSIS AND INTERPRETATION
TABLE NO .1
TABLE SHOWING THE DIFFERENT AGE GROUP OF
THE RESPONDENTS
S.NO CRITERIA NO. OF RESPONDENTS PERCENTAGE
1 *## "/8 20 71 719
2 21 " 40 4 49
:* 40 5 59
"" 100 1009
INTERPRETATION
+rom the above table we can to infer that 719 of the respondents
belong to the age group less than 20 years, 49 of the respondents are
between the age group of 21-40 years, and 59 of the respondents are
above 40 years.
CHART NO. 1
&
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TABLE SHOWING THE DIFFERENT AGE GROUP OF THE
RESPONDENTS
(
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TABLE NO .2
TABLE SHOWING THE GENDER OF THE
RESPONDENTS
S.NO CRITERIA NO. OF RESPONDENTS PERCENTAGE
1 !* 1 19
2 +*!* 7) 7)9
"" 100 1009
INTERPRETATION
+rom the above table we infer that 19 of the respondents are
male and 7)9 of the respondents are female.
CHART NO. 2
)
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TABLE SHOWING THE GENDER OF THE
RESPONDENTS
TABLE NO. 3
TABLE SHOWING THE MONTHLY INCOME OF THE
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RESPONDENTS
S.NO CRITERIA NO. OF RESPONDENTS PERCENTAGE
1 elow Rs.10,000 50 509
2
Rs.10,000-
20,000
4 49
bove Rs.0,000 17 179
"otal 100 1009
INTERPRETATION
+rom the above table we infer that 509 of the respondents are
having the monthly income of below 10,000, 49 of the respondents are
earning monthly income of Rs. 10,000-20,000 and 179 of the
respondents are earning monthly income above 0,000.
CHART NO: 3
TABLE SHOWING THE MONTHLY INCOME OF THE
RESPONDENTS
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TABLE NO. 4
TABLE SHOWING THE PLACE WHERE THE RESPONDENTS
PREFER TO BUY MILK
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S.NO CRITERIA
NO. OF
RESPONDENTS
PERCENTAGE
16R;*R<
#/
4( 4(9
2 !I= "/ 15 159
!I= 6*8" & &9
"" 100 1009
INTERPRETATION
+rom the above table we infer that 4(9 of the respondents prefer
6rocery shop, 159 of the respondents prefer milk booth and &9 of the
respondents prefer milk agent.
CHART NO. 4
TABLE SHOWING THE PLACE WHERE THE RESPONDENTS
PREFER TO BUY MILK
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TABLE NO.
TABLE SHOWING DIFFERENT BRANDS OF MILK
PREFERRED BY THE RESPONDENTS
S.NO CRITERIA NO. OF RESPONDENTS PERCENTAGE
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1 :I8 55 559
2 R=
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CHART NO.
TABLE SHOWING DIFFERENT BRANDS OF MILK
PREFERRED BY THE RESPONDENTS
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TABLE NO. !
ABLE SHOWING AWARENESS OF THE PRODUCTS
BY THE RESPONDENTS
S.NO CRITERIA
NO. OF
RESPONDENTS
PERCENTAGE
1 >:*R"I#*!*8" 72 729
2 8*I6/?R# 2( 2(9 +RI*8># 10 109
"" 100 1009
INTERPRETATION
+rom the above table we infer that 729 of the respondents known
from dvertisements, 2(9 of the respondents known from 8eighbors
and 109 of the respondents known form +riends.
;HART NO. !
TABLE SHOWING AWARENESS OF THE PRODUCTS
1&
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BY THE RESPONDENTS
1(
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TABLE NO: "
TABLE SHOWING PURCHASING PERIOD OF MILK
BY THE RESPONDENTS
S.
NO
CRITERIA
NO. OF
RESPONDENTS
PERCENTAGE
1 0-1 1 19
2 1-2 2 29
:* 2
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TABLE NO.#
TABLE SHOWING DAILY CONSUMPTION OF MILK
BY THE RESPONDENTS
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S.NO CRITERIA NO. OF RESPONDENTS PERCENTAGE
1 @ I"*R 4 49
2 A I"*R ( (9
B I"*R 1 19
4 1 I"*R 5& 5&9
"" 100 1009
INTERPRETATION
+rom the above table we infer that 49 of the respondents prefer to
buy 1C4 liter milk, (9 of the respondents prefer to buy A liter milk, 19
of the respondents prefer to buy C4 liter milk and 5&9 of the
respondents prefer to buy 1 liter milk.
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CHART NO. #
TABLE SHOWING DAILY CONSUMPTION OF MILK
BY THE RESPONDENTS
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TABLE NO. $
TABLE SHOWING MODE OF PAYMENT BY THE
RESPONDENTS
S.NO CRITERIA
NO. OF
RESPONDENTS
PERCENTAGE
1 1009 >:8;* 15 159
2
R"I
>*I:*R<
72 729
"" 100 1009
INTERPRETATION
+rom the above table we infer that 159 of the respondents prefer
1009 advance, 29 of the respondents prefer partial payment and 729
of the respondents prefer payment against delivery.
CHART NO. $
TABLE SHOWING MODE OF PAYMENT BY THE
RESPONDENTS
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TABLE NO. 1%
TABLE SHOWING THE DELIVERY OF THE BRANDED
MILK ON THE SPECIFIED TIME
S.NO CRITERIA NO. OF RESPONDENTS PERCENTAGE
1
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MILK ON THE SPECIFIED TIME
2&
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TABLE NO. 11
TABLE SHOWING THE BRANDED MILK IS HYGIENIC
S.NO CRITERIA NO. OF RESPONDENTS PERCENTAGE
1
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TABLE SHOWING THE BRANDED MILK IS HYGIENIC
2)
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TABLE NO. 12
TABLE SHOWING THE RESPONDENTS SATISFACTION
TOWARDS THE QUALITY OF THE PRODUCTS
S.NO CRITERIA NO. OF RESPONDENTS PERCENTAGE
1
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TABLE SHOWING THE RESPONDENTS SATISFACTION
TOWARDS THE QUALITY OF THE PRODUCTS
1
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TABLE NO. 13
TABLE SHOWING THE RESPONDENTS SATISFACTION
TOWARDS THE PRICE OF THE PRODUCTS
S.NO CRITERIA
NO. OF
RESPONDENTS
PERCENTAGE
1 #"I#+I*> & &9
2 8" #"I#+I*> 2& 2&9
"" 100 1009
INTERPRETATION
+rom the above table we infer that &9 of the respondents are
satisfied with the price of the product and 2&9 of the respondents are not
satisfied with the price of the product.
CHART NO. 13
TABLE SHOWING THE RESPONDENTS SATISFACTION
TOWARDS THE PRICE OF THE PRODUCTS
2
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TABLE NO. 14
TABLE SHOWING THE RESPONDENTS SATISFACTION
TOWARDS THE PACKAGE OF THE PRODUCTS
S.NO CRITERIA
NO. OF
RESPONDENTS
PERCENTAGE
1 #"I#+I*> )1 )19
2 8" #"I#+I*> ) )9
"" 100 1009
INTERPRETATION
+rom the above table we infer that )19 of the respondents are
satisfied with the package of the product and )9 of the respondents are
not satisfied with the package of the product.
CHART NO. 14
TABLE SHOWING THE RESPONDENTS SATISFACTION
TOWARDS THE PACKAGE OF THE PRODUCTS
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5
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TABLE NO. 1
TABLE SHOWING THE AVAILABILITY OF THE
ALLIED PRODUCT
S.NO CRITERIA NO. OF RESPONDENTS PERCENTAGE
1
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CHART NO. 1
TABLE SHOWING THE AVAILABILITY OF THE
ALLIED PRODUCT
&
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TABLE NO. 1!
TABLE SHOWING THE SATISFACTION OF THE QUALITY OF
ALLIED PRODUCTS BY THE RESPONDENTS
S.NO CRITERIA NO. OF RESPONDENTS PERCENTAGE
1 #"I#+I*> 55 559
2
8"
#"I#+I*>
45 459
"" 100 1009
INTERPRETATION
+rom the above table we infer that 559 of the respondents are
satisfied with the 3uality of the allied products and 459 of the
respondents are not satisfied with the 3uality of the allied products.
CHART NO. 1!
(
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TABLE SHOWING THE SATISFACTION OF THE QUALITY OF
ALLIED PRODUCTS BY THE RESPONDENTS
)
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TABLE NO. 1"
TABLE SHOWING THE SATISFACTION OF THE
RESPONDENTS BRAND AMONG THE FAMILY MEMBERS
S.NO CRITERIA
NO. OF
RESPONDENTS
PERCENTAGE
1 #"I#+I*> () ()9
2 8" #"I#+I*> 11 119
"" 100 1009
INTERPRETATION
+rom the above table we infer that ()9 of the respondents brand is
satisfied among the family members and 119 of the respondents brand is
not satisfied among the family members.
CHART NO. 1"
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TABLE SHOWING THE SATISFACTION OF THE
RESPONDENTS BRAND AMONG THE FAMILY MEMBERS
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TABLE NO: 1#
TABLE SHOWING THE SATISFACTION OF THE
RESPONDENTS ABOUT OVER ALL SERVICE OF THE
COMPANY
S.NO CRITERIA NO. OF RESPONDENTS PERCENTAGE
1 #"I#+I*> (4 (49
2
8"
#"I#+I*>
17 179
"" 100 1009
INTERPRETATION
+rom the above table we infer that (49 of the respondents are
satisfied with the over all service of the company and 179 of the
respondents are not satisfied with the over all service of the company.
CHART NO: 1#
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TABLE SHOWING THE SATISFACTION OF THE
RESPONDENTS ABOUT OVER ALL SERVICE OF THE
COMPANY
4
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TABLE NO. 1$
TABLE SHOWING THE RESPONDENT&S RECOMMENDATION
TOWARDS THE PRODUCT
S.NO CRITERIA NO. OF RESPONDENTS PERCENTAGE
1
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TABLE SHOWING THE RESPONDENT&S RECOMMENDATION
TOWARDS THE PRODUCT
45
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TABLE NO. 2%
TABLE SHOWING THE EFFECTIVENESS OF THE
ADVERTISEMENT
S.NO CRITERIA
NO. OF
RESPONDENTS
PERCENTAGE
1 :*R< 6> 25 259
2 6> 52 529
#"I#+;"R< 2 29
"" 100 1009
INTERPRETATION
+rom the above table we infer that 259 of the respondents felt
very good regarding the advertisement while 529 of the respondents felt
good about the advertisement and 29 of the respondents are satisfied
with the advertisement.
CHART NO. 2%
TABLE SHOWING THE EFFECTIVENESS OF THE
ADVERTISEMENT
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4&
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TABLE NO. 21
TABLE SHOWING THE OFFER AND DISCOUNT PROVIDED
BY THE BRAND
S.NO CRITERIA NO. OF RESPONDENTS PERCENTAGE
1
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CHART NO. 21
TABLE SHOWING THE OFFER AND DISCOUNT PROVIDED
BY THE BRAND
4)
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FINDINGS
719 of the respondents belong to the age group less than 20 years.
7)9 of the respondents are female.
509 of respondents belong to the income level of less than
Rs.10,000
4(9 of the respondents are buying from 6rocery shop.
559 of the respondents are buying avin milk.
729 of the respondents came to know about this product by
dvertisement.
749 of the respondents are using their product more than 2 years.
5&9 of the respondents are buying 1 liter of milk every day.
729 of the respondents are buying the milk by payment against
delivery.
)19 of the respondents feel the brands reach them on the specified
time.
)49 of the respondents think that their branded milk is hygiene.
)9 of the respondents are satisfied with the 3uality of their
products.
&9 of the respondents are satisfied with the price of their brand.
50
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)19 of the respondents are satisfied with the package of their
product.
709 of the respondents product provides the allied products.
559 of the respondents are satisfied with their allied products.
()9 of the respondents family members are satisfied with the
brand.
(49 of the respondents are satisfied with the overall service of the
company.
&)9 of the respondents are ready to recommend their brand to
others.
529 of the respondents say that the advertisement of their brand is
very good.
&)9 of the respondents brands does not provided offers and
discounts.
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BIBLIOGRAPHY
!ichael :. D1)(5E, Research methods in !anagement.
=othari ;.R., D1))0E, Research !ethodology, #econd *dition