CHAPTER I

INTRODUCTION

1.1INTRODUCTION OF THE STUDY

Market refers to the set of all actual and potential buyers of the product and service. Marketing is
the delivery of customer’s satisfaction at profit. The goal of the marketing is to attract new customers
by promising superior value, and to keep current customers by delivering satisfaction. The concept of
exchange leads to the concept of the market.

A market consists of all the potential customers sharing a particular need or want who might be
willing and able to engage in exchange to satisfy the need or want. A market as the aggregate
demand of potential buyers for a product or service.

A prospect is someone whom the marketer identifies as potentially willing and able to engage in
an exchange of values. The underlining fact is no company can survive fit cannot sell its products. If
the company cannot attract customers it will be eventually forced to shut down realizing this,
orienting the company policy towards the important role of the customers is the essential
characteristics of marketing. Implementing “Marketing” means that the company strives to identify
its customers, their needs preference and buying motivations as accurately as possible so that it can
respond to them, precisely with its products, styling, packing, and servicing.

Relationship and Network

Relationship marketing is the practice of building long-term satisfying relation with key parties –
customers, suppliers, and distributors. In order to retain their long term preferences and business
relationship marketing results in strong economic, technical and social ties among parties. The
process of creating, maintaining, and an enhancing strong, value-laden relationships with customers
and other stake holders.

A marketing network consists of the company and all of its supporting shareholders, customers,
employees and other with whom it has built mutually profitable business relationships.
 The function of marketing in business management has grown significantly during the last two
decades. This development has come about as a result of several factors such as technological
advances, expanding global markets, changing international environment, increasing consumer
sophistication, keen competition and the growing size and complexities of modern business.
Consumer research is essential in formulating strategies because knowledge of the factors that
influence consumer purchases can help to increase market share. The ultimate motive of all
marketing activities is to satisfy the consumer.Asenseofpsychologicalandsocio-
culturalfactorsoperatingonconsumers enables the marketers to make predictions about the
consumer’s desire to new products, price changes, promotional campaigns and their needs and
wants.
Brand is a powerful tool to attract more consumers to buy particular products. Clothing is a kind
of necessity which protects us from various climatic conditions. In addition to this basic function,
clothing can help represent our personal identity.

Owing to the increasing number of brands in clothing sector, consumers need to take serious
consideration during the buying processes. The purchasing process can be divided into pre purchase,
purchase and pos purchase. Each stage is equality important and can alter the buying decisions.

1.2 STATEMENT OF THE PROBLEM

It is for the fact that the economy of our country has been in the developing stage. There are many
companies in our country and they are playing an essential role in fulfilling the needs of the
customers. Now-a-days, the customers are more dynamic. Their taste, needs and preference can the
changing as per current scenario. Hence the development of milk industry mainly depends on the
customer satisfaction.

1.3 SCOPE OF THE STUDY

In order to achieve steady growth in this highly competitive market, the companies should be
aware of its competitors. This study brings out the opinions, view and suggestions of customers in
buying milk. This study will give the awareness of branding and comparative analysis of milk
brands. And also this study gives us the customer’s preferences about milk brands among different
brands available in the market.
1.4 OBJECTIVES OF THE STUDY

PRIMARYOBJECTIVE

 To study on comparative analysis of Aavin with other brands in Erode.

SECONDARYOBJECTIVES

 To study the consumer behavior towards selected particular brands of milk and milk
products.
 Toexaminethedifferencesinconsumer’sbehaviourwithsocioandeconomiccharacteristics
towards brand selection.

 To identify the brand awareness, problems and level of satisfaction of the respondents
in purchasing of various brands of milk and milk products.
 To give suitable suggestion to understand the consumer behavior for the betterment of
their business

1.5 RESEARCHMETHODOLGY

Research is defined as a, “scientific and systematic search for pertinent information on a specific
topic”. The purpose of research is to discover answers to questions through the application of
scientific procedures. The main aim of research is to find out the truth which is hidden and which has
not been discovered as yet.
Research Methodology

It is the scientific procedure adopted to do a market research. It is a systematic way of doing

research. The methodology of a research work provides an outline and a frame of how it is
conducted. Methodology is defined as “the study of methods by which we gain knowledge, it deals
with cognitive processes imposed on research b the problems arising from the nature of its subject
matter”
 Type of research
The present type of research belongs to the category of ‘Descriptive study’. Descriptive study are
undertaken when the researcher is interested in knowing the characteristics of certain groups,
assessing behavior, making projections or for determining the relationship between z or more
variables.
Sampling Technique
• Sampling procedure
Non – probability sampling method involves a deliberate selection of
particularunitsoftheuniverseforconstitutingasamplewhichrequesttheuniverse. Non probability
sampling is any procedure in which elements will not have the equal opportunities of being included
in a sample.
• Convenience Sampling
When the population elements are selected for inclusion in the sample based on the ease of access
is known as the convenience sampling. The research design is descriptive which is concerned with
narration of facts and description of various characteristics of particular group of customers. Here the
respondents are chosen on the basis of non-probability sampling under which convenience sampling
design was used.

• Sources of data

There search should keep in mind two types of data while collecting data via primary data and
secondary data.

 Primary data: Primary data may be described as those data that have been observed and
recorded by the researcher for the first time to their knowledge. I used the survey method
frank questionnaire with general face-to-face interaction of consumers. A questionnaire was
prepared and with the help of which the primary data has been collected.

 Secondary data: These data already exist in the companies magazines. I collect the secondary data
from:-

 Magazines
 Journals
 Internet
 Annual Reports
Sample size
150 respondents were taken for the study.

1.6 SOURCE OF DATA COLLECTION

The mode of data collection is survey method. The survey method is more
appropriate to the study.
 Data collection instrument
The instrument used for data collection through Questionnaire. A questionnaire is
simply a formalized set of questions for elicit information.
 Multiple choice questions
When you want respondents to pick the best answer or answers from among all
the possible options, consider writing a multiple-choice question. Multiple-choice
questions are easy to lie out on a written survey.
1.7STATISTICAL TOOLS USED
Tools used for the study are Simple Percentage Method, Chi square and Weighted average

Hypothesis Test
Chi- Square Analysis:

Thistestwasemployedfortestinghypothesis.Itwasusedonlywhenthedata satisfied the required

conditions.

Procedure for Chi- Square Test:

The procedure for the test is given below:

1. DEFINITION OF THE PROBLEM:

First we have to define the problem in a clear-cut manner.

2. FORMULATION OF HYPOTHESIS:

Then we have to formulate Null hypothesis as well as alternative hypothesis on the basis of our
base assumption on research question.

3. DEGREES OF FREEDOM:

After fixing hypothesis, the degrees of freedom is calculated by using the formula, DF =(R-1) (C-1)

Where R= denotes the no of rows and

C= denotes the no of columns

4. FINDING OUR CALCULATED VALUE:

Here, we observe frequency only, not the expected frequency.

The expected frequency is calculated by multiplying the row total or column total and divided this
by total number of respondents for each and every observed frequency.
Then the calculated values are found out by the following formula:

χ2=∑ (O i – E i) 2

Ei
Where, O i denote observed frequency and E i denotes Expected frequency.

5. FINDING OUT THE TABULATED VALUE:

Tabulated value is found out from table at a specified significant level.

6. ACCEPTANCE OR REJECTION OF HYPOTHESIS:

If the calculated value is higher than the table value, we have to accept the alternative hypothesis
or we have to reject the null hypothesis of we have to reject the lesser hypothesis tabulated or we
have to reject the lesser null hypothesis we have to reject the alternative hypothesis.

PERCENTAGE ANALSYIS:

Thepercentageanalysiswasextensivelyusedforfindingsvariousdetails.Itis used for making

comparison between two or more series of data. It can be generally calculated.

Percentage of customers is given by= (Number of customers/total customers)*100

 WEIGHTED AVERAGE RANKING METHOD

Under this method, the respondents are asked to rank their choices. This method involves ranking
of the items given. To secure ranking of all the items involved, there searchers total the weights
which are given to each item. The highest weighted score is ranked first and correspondingly the
other ranks are assigned.

Weighted average= σ f(x)/ N

1.8 LIMITATIONS OF THE STUDY

 Time and Cost are the factors limiting the study to a sample of 150 respondents.
 Sometimes it is very difficult to get the necessary information as filling the
 questionnaire required time.
 The findings of this study are subject the bias and prejudice of the respondents. Hence
objectivity cannot be ensured.
 The accuracy of finding is limited by the accuracy of the statistical tools used for the
analysis.

1.9 CHAPTER SCHEME

 First chapter includes Introduction, Statement of problem, Objectives of the study,

Scope of the study, Methodology of the study, Limitations of the study and chapter
scheme.
 Second chapter comehend with review of literature.
 Third chapter is about Indian diary industry.
 Fourth chapter high lights analysis and interpretation.
 Fifth chapter presents the findings, suggestions, and conclusion.

CHAPTER II
REVIEW OF LITERATURE

(Dr. S. Sivasankaran and Dr. R. Sivanesan2013) determines how far the consumers are satisfied with the over all
performance of the branded milk producers. Now the dairy industry is facing tremendous competition with many
private companies enter into this field. In order to sustain in the market by giving better service, a company should
always try to find out the satisfaction level of the consumers and should take all necessary steps and measures to retain
the customers. Today, almost all the people are consuming milk and milk products. Whereas Brand preferences of the
rural and urban consumers are differ. Some buyers are totally brand loyal, buying only one brand in a product group.

(Nidhyananth, S. Sugapriya2013) Most of the buyers switch over to other brands. D. depicts that Aavin
milk has a good reputation among the customers so it can be extended supplying product towards the
customer demand for and availability in markets must maintained for the consumer to stay in the same Aavin
brand.

(T. Ravichandran, and G. Arumugasamy 2013) the researcher indicated that the majority of the milk
consumers prefer fresh milk. There is the high demand for Arokya milk in Nagercoil town and it is a positive
sign for Local and National brands. They can promote their products by effective advertising, improved
quality and by keeping a check on the price.

(C. JothiMary 2013) said that marketing concept starts with the consumer needs and behavior in meeting
these needs. Therefore every person depends on basic needs. The real problem is to learn what a customer
takes into consideration when he chooses a particular brand. Such a study is concerned with consumer
behaviour. A consumer is not someone argue or match with the needs and satisfaction levels differ from
individual to individual and no company can satisfy the needs of consumers. Consumer oriented thinking
helps the marketer to define consumer needs from the consumer’s point of view. The present study attempts
to bring out the factors leading to the purchase behavior and perception of consumers in buying Aavin milk.

(Deepaingavale, H.MThakar2012) observed that the change in purchase decisions was due to marketing-
related factors such as availability, advertisement, product quality, and price of the products. Multinational
companies have created a brand preference for branded milk products such as branded butter, paneer, chees,
milk powder and proper market segmentation will help to manufacture these products as per the requirements
of the customers. All Companies are required to build their brands with the help of packaging, point of
purchase advertising, delivery vehicles, retail outlets, marketing communication and sponcerships etc.
 Kilter (2011) defined image as "the set of beliefs, ideas, and impression that a person holds regardingan
object" (p. 273). On the other hand, Keller (1993) considered brand image as "a set of perceptions about a
brand as reflected by brand associations in consumer's memory" (p. 3).A similar definition to Keller's was
proposed by Aaker (1991), where by brand image is referred to as "a set of associations, usually organized in
some meaningful way" (p. 109).

(Solomon, 2012) This is because of the marketing concept, i. e., the idea that firms exist to satisfy
customer needs.

(Winer, 2011) Firms can satisfy those needs only to the extent that they understand their customers. For
this reason, marketing strategies must incorporate knowledge of consumer behavior into every facet of a
strategic marketing plan

Setiono (2014), According to Hsieh, Pan,), "a successful brand image enables consumers to identify the
needs that the brand satisfies and to differentiate the brand from its competitors, and consequently increases
the likelihood that consumers will purchase the brand" (p. 252).

(Andersonetal, 2013) Consumer behavior research is the scientific study of the processes consumers use
to select, secure, use and dispose of products and services that satisfy their needs. Knowledge of consumer
behavior directly affects marketing strategy.

(WatsonandSpence, 2014) The understanding of consumer behavior appeals to a set of different areas of
knowledge/factors: psychological, cultural social psychological, physio- pyschological, genetics
anthropology. One of them is the psychology since consumer behavior deals with emotions, beliefs and
attitudes. Research on emotions within marketing has evolved three approaches: the categories approach, the
dimensions approach and the cognitive appraisals approach.

A company or its product/services which constantly holds a favorable image by the public, would
definitely gain a better position in the market, sustainable competitive advantage, and increase market share
or performance (Park, Jaworski, &MacInnis, 1986). In addition, several empirical findings have confirmed
that a favorable image (i.e. brand, store/retail) will lead to loyalty (e.g. Koo, 2003; Kandampully &
Suhartanto, 2000; Nguyen & LeBlanc,1998), brand equity (Faircloth, Capella, & Alford, 2001; Biel, 1992;
Aaker, 1991; Keller, 1993), purchase behavior (Hsieh et al., 2004) and brand performance (Roth, 1995).
CHAPTER III
 INDUSTRY PROFILE

Indian dairy Industry

Today, India is 'The Oyster' of the global dairy industry. It offers opportunities galore to entrepreneurs
worldwide, who wish to capitalize on one of the world's largest and fastest growing markets for milk and
milk products. A bagful of 'pearls' awaits the international dairy processor in India. The Indian dairy industry
is rapidly growing, trying to keep pace with the galloping progress around the world. As he expands his
overseas operations to India many profitable options await him. He may transfer technology, sign joint
ventures or use India as a sourcing centre for regional exports. The liberalization of the Indian economy
beckons to MNC's and foreign investors alike.

India’s dairy sector is expected to triple its production in the next 10 years in view of expanding potential
for export to Europe and the West. Moreover with WTO regulations expected to come into force in coming
years all the developed countries which are among big exporters today would have to withdraw the support
and subsidy to their domestic milk products sector. Also India today is the lowest cost producer of per litre of
milk in the world, at 27 cents, compared with the U.S' 63 cents, and Japan’s $2.8 dollars. Also to take
advantage of this lowest cost of milk production and increasing production in the country multinational
companies are planning to expand their activities here. Some of these milk producers have already obtained
quality standard certificates from the authorities. This will help them in marketing their products in foreign
countries in processed form.

The urban market for milk products is expected to grow at an accelerated pace of around 33% per annum
to around Rs.43,500 crores by year 2005. This growth is going to come from the
greateremphasisontheprocessedfoodssectorandalsobyincreaseintheconversionofmilk into milk products. By
2005, the value of Indian dairy produce is expected to be Rs10,00,000million. Presently the market is valued
at around Rs7,00,000mn

Background
India with 134mn cows and 125mn buffaloes, has the largest population of cattle in the world. Total
cattle population in the country as on October'00 stood at 313mn. More than fifty percent of the buffaloes and
twenty percent of the cattle in the world are found in India and most of these are milch cows and milch
buffaloes.
Indian dairy sector contributes the large share in agricultural gross domestic products. Presently there are
around 70,000 village dairy cooperatives across the country. The co-operative societies are federated into 170
district milk producers unions, which is turn has 22-state cooperative dairy federation. Milk production gives
employment to more than 72mn dairy farmers. In terms of total production, India is the leading producer of
milk in the world followed by USA. The milk production in 1999-00 is estimated at 78mn MT as compared
to 74.5mn MT in the previous year. This production is expected to increase to 81mn MT by 2000-01. Of this
total produce of 78mn cows' milk constitute 36mn MT while rest is from other cattle. While world milk
production declined by 2 per cent in the last three years, according to FAO estimates, Indian production has
increased by 4 per cent. The milk production in India accounts for more than 13% of the total world output
and 57% of total Asia's production. The top five milk producing nations in the world are India ,USA, Russia,
Germany and France.

Although milk production has grown at a fast pace during the last three decades (courtesy
Operation Flood), milk yield per animal is very low. The main reasons for the low yield are

• Lack of use of scientific practices in milching.

• Inadequate availability of fodder in all seasons.

• Unavailability of veterinary health services.

Production of milk in India

Year Production in million MT

1988-89 48.4

1989-90 51.4

1990-91 53.7

1991-92 56.3

1992-93 58.6

1993-94 61.2

1994-95 63.5

1995-96 65

1996-97 68.5

1997-98 70.8

1998-99 74.7

1999-00(E) 78.1

2000-01(T) 81.0

• E=estimated
• T=target/expected Source:DFPI,AnnualReport-1999-2000
OPERATION FLOOD

The transition of the Indian milk industry from a situation of net import to that of surplus has been
led by the efforts of National Dairy Development Board's Operation Flood. Programme under the
aegis of the former Chairman of the board Dr. Kurien.

Launched in 1970, Operation Flood has led to the modernization of India's dairy sector and
created a strong network for procurement processing and distribution of milk by the co-operative
sector. Per capita availability of milk has increased from 132 gm per day in 1950 to over 220 gm per
day in 1998. The main thrust of Operation Flood was to organize dairy cooperatives in the milkshed
areas of the village, and to link them to the four Metro cities, which are the main markets for milk.
The efforts undertaken by NDDB have not only led to enhanced production, improvement in
methods of processing and development of a strong marketing network, but have also led to the
emergence of dairying as an important source of employment and income generation in the rural
areas. It has also led to an improvement in yields, longer lactation periods, shorter calving intervals,
etc through the use of modern breeding techniques. Establishment of milk collection centers, and
chilling centers has enhanced life of raw milk and enabled minimization of wastage due to spoilage
of milk. Operation Flood has been one of the world's largest dairy development programme and
looking at the success achieved in India by adopting the co-operative route, a few other countries
have also replicated the model of India's White Revolution.

COMPANY PROFILE

The Erode District Co-operative Milk Producers’ Union Ltd, is popularly known as Erode Aavin.
Aavin is a Co-operative organization statutorily controlled by the Commissioner for Milk Production
and Dairy Development, Government of Tamilnadu. The apex body for this unit is the Tamilnadu
Co-operative Milk Producers’ Federation Ltd, Chennai.

OBJECTIVESOFTHEORGANIZATION:

 The main objective of the organization is to give good remunerative price to the milk

producing farmers of the Erode District.

 To supply good quality milk to the consumers of Erode city at a reasonable price.
  Assured, round the year procurement of milk from the farmer members of this Union .

.
PROCUREMENTANDINPUT:

The major activity of this wing is to procure milk from the farmer members of the Districts and
also to provide necessary technical input facility to them. The procurement is carried out by forming
village level Milk Producers’ Cooperative Societies.

Formation of MPCS

The salient features are:-

1. The village should not have any already existing functioning MPCS
2. Minimum required members are 50
3. 33% reservation should be given to Women in the elected board of 11 members.
4. The MPCS should be registered by Deputy Registrar (Dairying) of the concerned
District.

Procurement of MILK:

1. Procurement of milk from members is based on quality of the milk.

2. The poured milk is tested for its Fat and Solid Non Fat % content.

3. Based on the quantity poured and on the quality (contents of Fat % and
SNF%), payment to the producers are made.

The milk procurement is carried out through

1. Formation of Village level Coop Societies.

2. Convincing the Farmers to pour milk to Co- operative of etch higher
price.
3. Year round Milk collection from the societies’ door step by milk
collection routes
4. Educating the farmers on Animal management, in fertility and feeding
 management.
5. Maintaining the book of accounts at the society level.
6. The procurement price is calculated and given to the farmers based on the
chemical quality of milk i.e. Fat and Solid Non Fat.
MARKETING:-

Erode Aavin enjoys a 65% share amongst the organized sector in sachet milk sales. Marketing of milk is
carried out through 6 channels.
1. Milk Parlour : 32

2. Milk depots : 481

3. Institutions : 49

4. Retail selling agents : 443

5. Dropping point concessionaries : 132

6. Self Help Group : 3

Dairy:-

Dairy has the processing capacity of3.0Lakhlitresper day.

Future Plans:-

1. Increasing the Milk procurement to 3.0 LLPD.

2. Increasing the Milk sales to 2.0 LLPD.

3. Modernization of dairy at a cost of Rs.5crores.

4. Introduction of Bulk Milk Cooler (BMC) concept at village level at the cost of 3 Crores.
 THEORITICAL BACKGROUND OF THE STUDY

Customer Purchase Behaviour

Habitual
dissonance

CONCEPTUAL MODEL

Retaining and cultivating customer loyalty become increasingly important for coffee outlet
marketers and operators due to the highly competitive environment. This study aims to develop and
test a model investigating how relational benefits enhance perceived value to win customer loyalty.

In addition, relational benefits also have indirect effect on loyalty via perceived value. Finally,
perceived value positively influenced customer loyalty. The findings suggest that coffee outlet
operators with a better understanding of their customers’ perceptions, and help them in developing
competitive strategies that differentiate themselves from competitors and win customer loyalty in an
aggressive market.

BRAND

Brand is the "name, term, design, symbol, or any other feature that identifies one seller's product
distinct from those of other sellers."Brands are used in business, marketing, and advertising.

BRAND IMAGE
Brand image is the current view of the customers about a brand. It is a set of beliefs held about a
specific brand. The general impression of a product held by real or potential consumers. It is a
manner in which a specific brand is positioned in the market which does not convey mental images
but also emotional values.

One of the fundamental tenets of marketing is that brand images are an important
determinant of buying behavior (Burmann 2008). The construct of brand image can be
understood as the associations external target groups have in their minds about brands. These
associations can be further divided into those concerning the functional attributes of a brand and
those concerning the symbolic attributes of a brand (Burmann 2008). Due to the importance of
brand images for the behavior of various target groups, considerable attention has been paid to
factors that possibly influence brand images. These influencing factors can be divided into three
groups: (1) determinants that originate directly from the internal brand identity and can thus be
directly influenced by brand management, (2) personal/individual determinants, for example, the
motives and experiences of those who perceive the brand, and (3) external factors, that is
determinantsthataffectthebrandimagefromoutsideandwhichcannotbedirectlyinfluencedby brand
management, for example industry image.

STEPS IN CREATING POSITIVE BRAND IMAGE

Cavelle (2010) suggested that the first step in creating a positive brand image is finding
out specifically how members currently perceive the association. This includes aspects like;
1) Are members satisfied with the products and services offered by their association?

2) Do they meet, exceed or fall below members' expectations?

3) Do members think that they can get the same or better service elsewhere?

4) Exactly what does their association provide that members feel they would not get from
 another association? What is unique about this association?

5) How important is it to belong to this particular association?

6) Does the association have a strong, clear image? What is it?

7) Is the association following through on its mission statement?

In a marketplace cluttered by clones and homogeneous products and services, it is important

to create a brand image that differentiates itself from competitors and suggests integrity,
dependability, and high quality with an emphasis on excellent service. This is the key to ensuring
customer satisfaction and loyalty, which in turn translates into a larger market share for the
company concerned.

CHAPTER IV
DATA ANALYSIS AND INTERPRETATION
ANALYSIS
The term analysis refers to the computation of certain measures along with searching for patterns
or relationships that exist among data groups. After collection of data, the data has to be processed
and analyzed in accordance with the outline laid down for the purpose at the time of developing the
research plan.

INTERPRETATION

Interpretation refers to the task drawing Interpretations from the collected facts after an analytical
and or experimental meaning of research findings. The task of interpretation has two major aspects:

• The effort to establish continuity in research through linking the result of a given study
with those of another.

• The establishment of some explanatory concepts.

Interpretation is essential for the simple reason that the usefulness and utility component of
research process.
 I.PERCENTAGEANALYSIS

TABLE4.1

GENDEROFTHERESPONDENTS

Gender Number of Percentage

respondents
Male 87 58
Female 63 42
Total 150 100

Source: Primary data

Interpretation:

It is inferred that 58% of the respondents are male and remaining 42% of the respondents are
Female.
Most of the respondents are male.
 CHART4.1

GENDEROFTHERESPONDENTS

60

50

40
PERCENTAG

30 58%

42%
20

10

0
MALE
FEMALE
 TABLE 4.2

AGEOFTHERESPONDENTS

Age of the respondents No of Respondents Percentage

18-25 years 37 25
25-35 years 38 25
35-45 years 47 31
45yearsand above 28 19
Total 150 100

Source: Primary data

Interpretation

It is inferred that 31% of the respondents are coming under the age group between 35-45
years, 25% of the respondents are coming under the age group between 25-35 years and 19 % of
the respondents are coming under the age group of above 45 years.
In this company most of the employees age between35-45years
 CHART 4.2

AGE OF THE RESPONDENTS

30
PERCENTAG

20

31%

25% 25%

10 19%

0
18-25YEARS
25-35YEARS 35-45YEARS 45YEARSANDABOV
 TABLE 4.3

ANNUAL INCOME OF THE RESPONDENTS

Annual income No of Respondents Percent

Rs.1lakh to3lakhs 41 27
Rs.3lakhsto 6lakhs 36 24
Rs.6lakhsto 10lakhs 19 13
Rs.10lakhsandabove 54 36
Total 150 100

Source: Primary data

INTERPRETATION
It is inferred that 36% of the respondents are coming monthly income level between
Rs.10 lakhs and above, 27% of the respondents are coming monthly income level between Rs.1
lakhto3lakhs and24%oftherespondentsarecomingmonthlyincomelevelbetween Rs.3lakhs to 6
lakhs and 13% of the respondents are coming monthly income level betweenRs.6 lakhs to 10
lakhs.
Most of the respondentsarecomingmonthlyincomelevelbetweenRs.10lakhsandabove
 CHART 4.3

ANNUAL INCOME OF THE RESPONDENTS

40

30
PERCENTAG

20
36%

27%

24%

10

13%

0
RS.1LAKHTO3LAKHS
RS.3LAKHSTO6L RS.6LAKHSTO10L RS.10LAKHSAND
AKHS AKHS ABOVE
 TABLE4.4

EDUCATIONQUALIFICATIONOFTHERESPONDENTS

Education qualification Number of respondents Percentage

HSC 40 27
UG 28 19
PG 33 22
Others 49 33
Total 150 100

Source: Primary data

INTERPRETATION
From the above table shows that 33 % of the respondents completed other categories,
27% of the respondents completed HSC, 22 % of the respondents completed PG and 19 % of the
respondents completed UG.
Most of the respondents completed other categories education.
 CHART 4.4

EDUCATION QUALIFICATION OF THE RESPONDENTS

40

30
PERCENTA

20

33%

27%
22%
10 19%

0
HSC UG
PG OTHERS
 TABLE 4.5

OCCUPATION OF THE RESPONDENTS

Occupation No of Respondents Percent

Government employees 42 28
Private employees 27 18
Self employees 22 15
Professional 59 39
Total 150 100

Source: Primary data

INTERPRETATION
It is inferred that 39% of the respondents are professional, 28% of the respondents are
government employees, 18% of the respondents are private employees and 15%of the
respondents are self employees.
Most of the respondents are professional.
 CHART 4.5

OCCUPATION OF THE RESPONDENTS

40

30
PERCENTAG

20 39%

28%

10 18%
15%
 TABLE 4.6

PREFERENCE OF MILK BRAND

Milk brand No of Respondents Percent

Aavin 98 65
Amul 21 14
Arokia 10 7
Tirumala 21 14
Total 150 100

Source: Primary data

INTERPRETATION

It is inferred that 65% of the respondents prefer Aavin milk brand, 14% of the
respondents prefer Amul, 14% of the respondents prefer Tirumala and 7% of the respondents
prefer Amul brand.
Majority of the respondents prefer Aavin milk brand.
 CHART 4.6

PREFERENCE OF MILK BRAND

60
PERCENTAG

40

65%

20

14% 14%

7%

0
AAVIN
AMUL AROKIA TIRUMALA
 TABLE4.7

TYPEOFFACTORMAKESTOBUYPARTICULARBRAND

Factors No of Respondents Percent

Quality 30 20
Taste 57 38
Familiar 49 33
Availability 7 5
Others 7 5
Total 150 100

Source: Primary data

INTERPRETATION

It is inferred that 38% of the respondents said taste is the reason to buy particular brand,
33% of the respondents said familiar, 20% of the respondents said quality, 5% of the respondents
said availability and 5% of the respondents said other categories.
Most of the respondents said taste is the reason to buy particular brand.
 CHART 4.7

TYPEOFFACTORMAKESTOBUYPARTICULARBRAND

40

30
PERCENTA

20
38%

33%

10 20%

5% 5%

0
QUALITY
TASTE FAMILIAR AVAILABILITY OTHERS
 TABLE 4.8

SOURCE OF KNOWLEDGE ABOUT MILK BRANDS

Source of knowledge No of Respondents Percent

Advertisement 77 51
Friends 37 25
Neighbours 17 11
TV/newspaper 8 5
Others 11 7
Total 150 100

Source: Primary data

INTERPRETATION

It is inferred that 51% of the respondents aware milk brands through advertisement, 25%
of the respondents aware through friends, 11% of the respondents aware about milk brands
through neighbours, 7% of the respondents aware about other categories and 5% of the
respondents aware about milk brands through TV/newspaper.
Majority of the respondents aware milk brands through advertisement.
 CHART 4.8

SOURCE OF KNOWLEDGE ABOUT MILK BRANDS

60

50

40
PERCENTAG

30

51%

20

25%
10

11%
7%
5%
0
ADVERTISEMENT
FRIENDS NEIGHBOURS TV/NEWSPAPER OTHER
 TABLE4.9

TYPE OF MEDIA ADVERTISINGIS MOST EFFECTIVE

No of
Opinion Respondent Percent
s
Displaying board outside buildings wall/in MTR
63 42
stations
Radio 55 37
Newspapers 13 9
Television commercials 19 13
Total 150 100

Source: Primary data

INTERPRETATION

It is inferred that 42% of the respondents said that displaying board outside buildings
wall/in MTR stations is most effective, 37% of the respondents said advertising in radio is most
effective,13%of the respondents said advertising in Television commercials is most effective and
9% of the respondents said advertising in newspaper is most effective.
Most of the respondents said that displaying board outside buildings wall/in MTR
stations is most effective.
 CHART 4.9

TYPE OF MEDIA ADVERTISING IS MOST EFFECTIVE

50

40
PERCENTA

30

42%
20
37%

10
13%
9%

0
DISPLAYINGBOARDO RADIO NEWSPAPERS TELEVISIONCOMMERCIAL
UTSIDEBUILDINGSW S
ALL/INMTRSTATIONS
 TABLE4.10

LEVEL OF SATISFACTION ABOUT ADVERTISEMENT OF MILK BRANDS

Opinion No of Respondents Percent

Highly satisfied 92 61
Satisfied 29 19
Neutral 4 3
Dissatisfied 10 7
Highly dissatisfied 15 10
Total 150 100

Source: Primary data

INTERPRETATION

It is inferred that 61% of the respondents are highly satisfied about advertisement of milk
brands, 19% of the respondents are satisfied, 10% of the respondents are highly dissatisfied,7%
of the respondents are dissatisfied and 3% of the respondents are neutral opinion about
advertisement of milk brands.
Majority of the respondents are highly satisfied about advertisement of milk brands
 CHART4.10

LEVEL OF SATISFACTION ABOUT ADVERTISEMENT OF MILKB RANDS

60
PERCENTAG

40

61%

20

19%

10%
7%
3%
0
HIGHLYSATISFIED
SATISFIED NEUTRAL DISSATISFIED HIGHLYDISSATISFIE
D
 TABLE4.11

TYPEOFPROMOTIONALACTIVITIESATTRACTSCUSTOMERS

Opinion NoofRespondents Percent

Discounts 56 37
Extraoffer 37 25
1+1offer 22 15
Buytwoandget one 7 5
Others 28 19
Total 150 100
Source:Primarydata
INTERPRETATION
It is inferred that 37% of the respondents said discounts is the promotional activity
attracts customers,25% of the respondents said extra offer,19% of the respondents said other
categories,15% of the respondents said 1+ 1 offer and 5% of the respondents said Buy two and
get one is the promotional activity attracts customers.
Mostoftherespondentssaiddiscountsisthepromotionalactivityattracts customers.
 CHART4.11

TYPE OF PROMOTIONAL ACTIVITIESA TTTRACTS CUSTOMERS

40

30
PERCENTA

20
37%

25%

10 19%

15%

5%

0
DISCOUNTS
EXTRAOFFER 1+1OFFER BUYTWOAND OTHERS
GETONE
 TABLE4.12

VARIANTS OF THE MILK BRANDS

Opinion No of Respondents Percent

Excellent 63 42
Good 39 26
Medium 21 14
Poor 22 15
Very Poor 5 3
Total 150 100

Source: Primary data

INTERPRETATION

It is inferred that 42% of the respondents opinion is excellent about variants of the milk
brands,26% of the respondents opinion is good,15% of the respondents opinion is poor,14% of
the respondents opinion is medium and 3% of the respondents opinion is very poor about
variants of the milk brands.
Most of the respondents opinion is excellent about variants of the milk brands.
 CHART4.12

VARIANTS OF THE MILK BRANDS

50

40
PERCENTAG

30

42%
20

26%

10
14% 15%

3%
0
EXCELLENT
GOOD MEDIUM POOR VERYPOOR
 TABLE4.13

LEVEL OF SATISFACTION ABOUT PACKING OF MILK BRANDS

Opinion No of Respondents Percent

Highly satisfied 42 28
Satisfied 61 41
Neutral 18 12
Dissatisfied 21 14
Highly dissatisfied 8 5
Total 150 100

Source: Primary data

INTERPRETATION

It is inferred that 41% of the respondents are satisfied about packing of milk brands,28%
of the respondents are highly satisfied,14% of the respondents are dissatisfied,12% of the
respondents have neutral opinion and 5% of the respondents are highly dissatisfied about
packing of milk brands.
Most of the respondents are satisfied about packing of milk brands.
 CHART4.13

LEVEL OF SATISFACTION ABOUT PACKING OF MILK BRANDS

50

40
PERCENTA

30

20 41%

28%

10
14%
12%

5%

0
HIGHLYSATISFIED
SATISFIED NEUTRAL DISSATISFIED HIGHLYDISSATISFIE
D
 TABLE4.14

QUALITY IS THE COMPETITIVE ADVANTAGE FOR AAVIN MILK

Opinion No of Respondents Percent

Strongly Agree 46 31
Agree 63 42
Neutral 12 8
Disagree 21 14
Strongly Disagree 8 5
Total 150 100

Source: Primary data

INTERPRETATION

It is inferred that 42% of the respondents agree that quality is the competitive advantage
for Aavin milk, 31% of the respondents strongly agree, 14% of the respondents disagree, 8% of
the respondents have neutral opinion and 5% of the respondents strongly disagree that quality is
the competitive advantage for Aavin milk
Most of the respondents agree that quality is the competitive advantage for Aavin milk.
 CHART 4.14

QUALITY IS THE COMPETITIVE ADVANTAGE FOR AAVIN MILK

50

40
PERCENTAG

30

42%
20

31%

10
14%

8%
5%

0
STRONGLY
AGREE AGREE NEUTRAL DISAGREE STRONGLY
DISAGREE
 TABLE 4.15

AAVIN MILK PRODUCTS ENJOYS PREMIUM IMAGE IN THE MARKET

Opinion No of Respondents Percent

Strongly Agree 11 7
Agree 89 59
Neutral 30 20
Disagree 8 8
Strongly Disagree 12 10
Total 150 100

Source: Primary data

INTERPRETATION

It is inferred that 49% of the respondents agree that Aavin products enjoys premium
image in the market, 25% of the respondent shave neutral opinion, 9% of the respondents
strongly agree ,10 % of the respondents strongly disagree and 7% of the respondents disagree
about Aavin products enjoys premium image in the market.
Most of the respondents agree that Aavin products enjoys premium image in the market.
 CHART4.15

AAVIN MILKP RODUCTS ENJOYS PREMIUM IMAGE IN THE MARKET

60

50

40
PERCENTAG

30 59%

20

10 20%

7% 8%
5%
0
STRONGLY
AGREE AGREE NEUTRAL DISAGREE STRONGLY
DISAGRE
 TABLE4.16

ENJOYS HIGH QUALITY COMPARE TO COMPETITIVE PRODUCT

Opinion No of Respondents Percent

Strongly Agree 21 14
Agree 89 59
Neutral 7 5
Disagree 12 8
Strongly Disagree 21 14
Total 150 100

Source: Primary data

INTERPRETATION
It is inferred that 59% of the respondents agree that enjoys high quality compare to competitive
product, 14% of the respondents both strongly agree and strongly disagree, 8% of the respondents
disagree and 5% of the respondents have neutral opinion about enjoys high quality compare to
competitive product.
Majority of the respondents agree that enjoys high quality compare to competitive product.
 CHART4.16

ENJOYS HIGH QUALITY COMPARE TO COMPETITIVE PRODUCT

60

50

40
PERCENTA

30 59%

20

10
14% 14%

8%
5%
0
STRONGLY
AGREE AGREE NEUTRAL DISAGREE STRONGLY
DISAGREE
 TABLE4.17

QUALITY IS THE MAJOR FACTOR FOR SUCCESS OF AAVIN

Opinion No of Respondents Percent

Strongly Agree 23 15
Agree 97 65
Neutral 15 10
Disagree 6 4
Strongly Disagree 9 6
Total 150 100

Source: Primary data

INTERPRETATION

It is inferred that 65% of the respondents agree that quality is the major factor for success
of Aavin , 15% of the respondents strongly agree, 10% of the respondents have neutral opinion
6% of the respondents strongly disagree and 4%of the respondents disagree that quality is the
major factor for success of Aavin.
Majority of the respondents agree that quality is the major factor for success of Aavin.

CHART 4.17
 QUALITY IS THE MAJOR FACTOR FOR SUCCESS OF AAVIN

60
PERCENTAG

40

65%

20

15%
10%
6%
4%
0
STRONGLY AGREE NEUTRAL DISAGREE STRONGLY
AGREE DISAGREE
 TABLE4.18

AAVIN PRODUCTS ARE BEST IN ALL TIME

Opinion No of Respondents Percent

Source:Primaryd Strongly Agree 23 15 ata
Agree 89 59
Neutral 17 11
Disagree 12 8
Strongly Disagree 9 6
Total 150 100
INTERPRETATION

It is inferred that 59% of the respondents agree that Aavin products are best in all time,
15% of the respondents strongly agree, 11% of the respondents have neutral opinion and 8% of
the respondents disagree and 6% of the respondents strongly disagree that Aavin products are
best in all time.
Majority of the respondents agree that Aavin products are best in all time.

CHART4.18

AAVIN PRODUCTS ARE BEST IN ALL TIME

 60

50

40
PERCENTA

30 59%

20

10
15%
11%
8%
6%

0
STRONGLY
AGREE AGREE NEUTRAL DISAGREE STRONGLY
DISAGREE
 TABLE4.19

QUALITY OF AAVIN MEET CUSTOMER EXPECTATION

Opinion No of Respondents Percent

Strongly Agree 29 19
Agree 47 31
Neutral 59 39
Disagree 6 4
Strongly Disagree 9 6
Total 150 100

Source: Primary data

INTERPRETATION
It is inferred that 39% of the respondents have neutral opinion about quality of Aavin
meet customer expectation, 31% of the respondents agree, 19% of the respondents strongly
agree, 6 % of the respondents strongly disagree and 4 % of the respondents disagree that quality
of Aavin meet customer expectation.
Most of the respondents have neutral opinion about quality of Aavin meet customer
expectation.
 CHART4.19

QUALITY OF AAVIN MEET CUSTOMER EXPECTATION

40

30
PERCENTAG

20 39%

31%

10 19%

6%
4%

0
STRONGLY
AGREE AGREE NEUTRAL DISAGREE STRONGLY
DISAGREE
 TABLE4.20

AAVIN MILK PRODUCT MAINTAIN QUALITY STANDARDS

Opinion No of Respondents Percent

Strongly Agree 23 15
Agree 89 59
Neutral 17 11
Disagree 12 8
Strongly Disagree 9 6
Total 150 100

Source: Primary data

INTERPRETATION
It is inferred that 59% of the respondents agree that Aavin milk product maintain quality
standards, 15% of the respondents strongly agree,11% of the respondents have neutral opinion,
8% of the respondents disagree and 6% of the respondents strongly disagree that Aavin milk
product maintain quality standards.
Majority of the respondents agree that Aavin milk product maintain quality standards.
 CHART4.20

AAVIN MILK PRODUCT MAINTAIN QUALITY STANDARDS

60

50
PERCENTAG

40

30 59%

20

10
15%
11%
8%
6%

0
STRONGLY
AGREE AGREE NEUTRAL DISAGREE STRONGLY
DISAGREE
 TABLE 4.21

PACKAGING OF PRODUCTS IS BEST COMPARING TO OTHER COMPETITIVE

BRAND

Opinion No of Respondents Percent

Strongly Agree 23 15
Agree 67 45
Neutral 39 26
Disagree 12 8
Strongly Disagree 9 6
Total 150 100

Source: Primary data

INTERPRETATION

It is inferred that 45% of the respondents agree that packaging of products is best
comparing to other competitive brand, 26% of the respondents have neutral opinion ,15% of the
respondents strongly agree, 8% of the respondents disagree and 6% of the respondents strongly
disagree that packaging of products is best comparing to other competitive brand.
Most 45% of the respondents agree that packaging of products is best comparing to other
competitive brand.
 TABLE 4.22

PERIOD OF USING AAVIN BRANDS

Period No. of respondents Percentage

1-2 years 14 9
2-4 years 66 44
4-6years 54 36
Morethan6years 16 11
Total 150 100

Source: Primary data

INTERPRETATION

It is inferred that, 44% of the respondents says that they are using Aavin brands for 2-4
years,36%of the respondents says that they are using Aavin brands for 4-6 years,11% of the
respondents says that they are using more than 6 years and 9% of the respondents says that they
are using Aavin brands for 1-2 years.

Most of the respondents says that they are using Aavin brandsfor2-4years
 TABLE4.23

WHEN THINK OF AAVIN COMETOMIND

No of
Opinion Percent
Respondents
Its brand of Milk &M ilk allied
45 30
product
It produces quality products 68 45
Nothing comes to mind 37 25
Total 150 100

Source: Primary data

INTERPRETATION
It is inferred that 45% of the respondents said when think of Aavin come to mind is its
produces quality products ,30% of the respondents said its brand of Milk & Milk allied product
and 25% of the respondents said when think of Aavin nothing comes to mind.
Most of the respondents said when think of Aavin come to mind is its produces quality
products.
 TABLE4.24

TYPE OF FACTOR MAKES TO BUY THE AAVIN

Opinion No of Respondents Percent

Quality 49 33
Taste 55 37
Price 13 9
Availability 19 13
Others 14 9
Total 150 100

Source: Primary data

INTERPRETATION
It is inferred that 37% of the respondents said taste is the factor to buy the Aavin, 33% of
the respondents said Quality, 13% of the respondents said availability, 9% of the respondents
said price and 9% of the respondents said other categories.
Most of the respondents said taste is the factor to buy the Aavin.
 CHI SQUARE ANALYSIS
TofindthesignificantdifferencebetweenPreferenceofmilkbrandKnowledgeaboutthemilkbrands

Hypothesis
H0= There is no significant difference between Preference of milk brand Knowledge about
the milk brands
H1=There is significant difference between Preference of milk brand Knowledge about the
milk brands

TABLE4.25

PREFERENCE OF MILK BRAND KNOWLEDGE ABOUT THE MILK BRANDS

Cross tabulation

Preference of
milk brand Knowledge about the milk brands Total
Advertisement Friends Neighbours TV/newspaper Others
Aavin 47 28 12 2 9 98
Amul 14 2 0 3 2 21
Arokia 4 2 3 1 0 10
Tirumala 12 5 2 2 0 21
Total 77 37 17 8 11 150

Chi-Square Tests Value DF Asymp.Sig.(2-

sided)
Pearson Chi-Square 18.92 1 .090
3 2
Likelihood Ratio 22.47 1 .033
8 2
Linear-by- Linear Association .402 1 .526
N of Valid Cases 150

INTERPRETATION
Since the calculated value is 22.478 which is greater than table value 18.923 at 12 degrees of
freedom and 5 % level of significance, we accept the alternate hypothesis. Hence we infer there
is significant association between preference of milk brand Knowledge about the milk brands.
 TABLE4.26

WEIGHTED AVERAGE FOR SATISFACTION LEVEL OF AAVIN

Factors 5 4 3 2 1 Total Weighted average

Quality 68 30 25 10 17 572/150 3.81

340 120 75 20 17
Quantity 60 40 30 10 10 580/150 3.866
300 160 90 20 10
Expiry date 69 35 19 12 15 581/150 3.873
345 140 57 24 15
Taste 49 25 40 16 20 517/150 3.44
245 100 120 32 20
Customer offer 45 30 15 20 40 470/150 3.13
225 120 45 40 40

INTERPRETATION

From the table, we infer that expiry date of Aavin accounts first with weighted average of
3.873, quantity accounts second with weighted average of 3.866, quality accounts third with
weighted average of 3.81, taste accounts fourth with weighted average of 3.44, and customer
offer fifth with weighted average of 3.13.

TABLE4.27
 WEIGHTEDAVERAGEFORSATISFACTIONLEVELOFAROKIA

Factors 5 4 3 2 1 Total Weighted average

Quality 62 30 15 60 17 732 4.88

310 120 45 240 17

Quantity 10 40 20 20 60 410 2.73
50 160 60 80 60
Expiry date 45 29 46 10 20 539 3.59
225 116 138 40 20
Taste 19 35 69 15 12 484 3.22
95 140 207 30 12
Customer offer 49 25 40 16 20 517 3.44
245 100 120 32 20

INTEPRETATION

From the table we infer that quality of Arokia milk accounts first with weighted average
of 4.88, expiry date accounts second with weighted average of 3.59, customer offer accounts
thirds with weighted of 3.44, taste accounts fifth with weighted average of 3.22,quantity
accounts fifth with weighted average of 2.73.
 TABLE4.28

WEIGHTED AVERAGE FOR SATISFACTION LEVELOF AMUL

Weighted average Weighted

Factors Total
5 4 3 2 1 average
Quality 30 20 25 15 60
150 80 75 30 60 395 2.63
Quantity 28 27 15 12 68
140 108 45 24 68 385 2.56
Expiry date 23 20 27 20 60 376 2.50
115 80 81 40 60
Taste 22 25 20 15 68
110 125 60 30 68 393 2.62
Customeroffer 30 20 20 20 60
150 80 60 40 60 390 2.60

INTERPRETATION

From the table, quality of Amul ranks first with weighted average 2.63, taste ranks
second with weighted average 2.62, customer offer ranks third with weighted average with 2.60,
quantity ranks fourth with weighted average 2.56and expiry date ranks fifth with weighted
average 2.50.
 lOMoARcPSD|23959603

TABLE4.29

WEIGHTED AVERAGE FOR SATISFACTION LEVEL OF TIRUMALA

Weighted average Weighted

Factors Total
5 4 3 2 1 average
Quality 19 32 18 25 56
95 128 54 50 56 383 2.55
Quantity 17 18 9 20 86
85 72 27 40 86 310 2.06
Expiry date 15 19 15 20 81
75 76 45 40 81 317 2.11
Taste 15 17 18 19 81
75 68 54 38 81 316 2.10
Customer offer 16 19 17 37 61
80 Down lo ad byka ra ntech nitio n (kara tech ni @gma
3il.3co 2.25
7 6
ed 5 1 n 7 4 on 6 18ti
m)

Interpretation

From the table quality of Tirumala milk ranks first with weighted average 2.55,
customer offer ranks second with weighted average 2.25, expiry date ranks third with weighted
average with 2.11, taste ranks fourth with weighted average 2.10 and quantity ranks fifth with
weighted average 2.06.
 lOMoARcPSD|23959603

TABLE4.30

WEIGHTED AVERAGE FOR PRICE OFERS OF AAVIN

Weighted
Weighted average Total
Factors average
5 4 3 2 1
Prefer to milk if 15 30 25 20 60
even prices are 370 2.46
75 120 75 40 60
high
Offers influence 15 60 10 10 55
420 2.80
To buy 75 240 30 20 55
Credit sales are 20 55 10 10 55
100 220 30 20 55 425 2.83
Offered

Interpretation

From the table, credit sales are offered Aavin ranks first with weighted average 2.83, offers influence to
buy ranks second with weighted average with 2.80 and prefer to milk if even prices are high ranks third with
weighted average 2.46
 lOMoARcPSD|23959603

CHAPTER V

5.1 FINDINGS

PERCENTAGE ANALYSIS RESULTS

Majority 58%oftherespondentsare male

Most 31% of the respondents are coming under the age group between 35-45 years

Most 36%oftherespondentsarecomingmonthlyincomelevelbetweenRs.10lakhsand above

Most 33% of the respondents completed other categories

Most 39% of the respondents are professional

Majority 65% of the respondents prefer Aavin milk brand

Most38% of the respondents said taste is the reason to buy particular brand

Majority 51% of the respondents aware milk brands through advertisement

Most 42%oftherespondentssaidthatdisplayingboardoutsidebuildingswall/inMTR stations is

most effective

Majority 61% of the respondents are highly satisfied about advertisement of milk brands,

Most 37% of the respondents said discounts is the promotional activity attracts customers

Most 42% of the respondents opinion is excellent about variants of the milk brands

Most 41% of the respondents are satisfied about packing of milk brands

Most 42% of the respondents agree that quality is the competitive advantage for Aavin milk

Most 49% of the respondents agree that Aavin products enjoys premium image in the
market

Majority 59% of the respondents agree that enjoys high quality compare to competitive
product

Majority65%oftherespondentsagreethatqualityisthemajorfactorforsuccessof Aavin

Majority 59% of the respondents agree that Aavin products are best in all time
 lOMoARcPSD|23959603

Most 39 % of the respondents have neutral opinion about quality of Aavin meet customer
expectation

Majority 59 % of the respondents agree that Aavin milk product maintain quality standards

Most 45% of the respondents agree that packaging of products is best comparing to other
competitive brand

Most44% of the respondents says that they are using Aavin brands for 2-4 years

Most45% of the respondents said when think of Aavin come to mind is its produces quality
products

Most37% of the respondents said taste is the factor to buy the Aavin

CHI SQUARE ANALYSIS RESULTS

There is significant association between preference of milk brand Knowledge about the
milk brands

WEIGHTED AVERAGE ANALYSIS RESULTS

Expiry date of Aavin accounts first with weighted average of 3.873

Quality of Arokia milk accounts first with weighted average of 4.88

Quality of Amul ranks first with weighted average 2.63

Quality of Tirumala milk ranks first with weightedaverage2.55

Credit sales are offered Aavin ranks first with weightedaverage2.83

Arokia credit sales are offered ranks first with weighted average3.59

Amul offers influence to buy ranks second with weighted average with3.44

Credit sales are offeredTirumalaranksfirstwithweightedaverage3.46

 lOMoARcPSD|23959603

5.2 SUGGESTIONS

The company should take more attention on advertisements to make the retailers aware
about their products and introduce new advertisement campaigns to improve the sales of the products.

Company should restructure the credit facilities and increase the pricing factor. So as to motivate the
retailers to support the brand more.

Company should introduce more discount packages and special schemes for the products with special
regard to the retailers which in-turn can help increasing the sales.

Sales promotion techniques such as daily gifts-Lucky draws, free holiday trips, credit point discounts,
prizes, name card discount schemes, scratch and win offers may be provided with the various retail outlets
without comprising the quality and quantity of products.

Safety measures for natural calamity should be taken into consideration especially for those shop premises
where there is a previous natural calamity history

The printers used in the shops should ensure clarity in amounts and items every time.

5.3 CONCLUSION

The study was conducted for the comparative analysis of Aavin with other milk brands in Erode.
150 respondents were selected and the data was collected through interview schedule method by
personally meeting all the respondents. With power shifting to customers, the success of aavin milk
brand is largely determined by customer choice. The repeated choice of a certain brand by customers
and business partners generates the transactions and repeat business that counter balances the costs of
 lOMoARcPSD|23959603

customer acquisition and infrastructure. Repeat transactions provide the basis for a relationship that,
when properly cultivated, creates value for both the company and its customers. This relationship is
the basis for the customer loyalty that creates a successful online brand. The companies that are
successfully building relationships and fostering brand loyalty are those that recognize that their
brand's perceived value hinges on the total end-to-end customer experience, from the promises made
in the value proposition, to its delivery to the customer.
lOMoARcPSD|23959603