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. On one hand, the country has plains with
long tradition of milk production and consumption. On the other hand,
there are forest and hilly regions with no tradition of dairying. Most of
coastal belts also do not have much of diary tradition.

Till about year 2000, India was not on the radar screen of most
international dairy companies. Since India was neither a major importer
nor an exporters of daily products. Through the 70s, 80s and 90s India
used to take some milk powder and butter oil as aid. Exports from India
were insignificantly small. From 2000 onwards, Indian dairy products.

Particularly milk powder, casein when products and ghee started making
their presence felt in global markets.

The decade of 2000-10 will be recorded in diary history as the

decade of exports. But the next decade will be different signs of change
are already visible. On one hand India is finding it difficult to sustain
exports of diary products due to low global prices and high domestic
prices. On 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 exports even when the overall global market sentiment
has turned negative.

Hope that the study helps get a macro level understanding of the
dairy scenario in India.

OBJECTIVES

To know the preference towards Branded milk among people.

To know the preference towards allied products.
To know the reason for choosing the brand.
To know the consumer satisfaction on using the product.
To know the best among the current brands.
To analysis most preferred brand.

LIMITATIONS

The sample size is only 100, while there are thousands of users.
Time was a constraining factor in completing the project.
Lack of interaction among the consumers.
Lack of time for explaining the individuals about the
questionnaire.

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 Methodology results in using research
methods through which solutions are arrived for the problem for the
research.

RESEARCH DESIGN:

A research design is purely and simply the frame work or plan study
that guides the collection and analysis of the data. Generally, a research
design is a blue print of the research that is to be followed is completing
the study.

DATA COLLECTION:

The present study is based on primary data and the datas were
collected through questionnaire.

SAMPLE TECHNIQUES:
The sample for this study is 100.
PRIMARY DATA:

These data were collected by personal interview with consumer. For

this purpose questionnaire were prepared in such that all necessary data
would be collected.

ANALYSIS AND INTERPRETATION

TABLE NO .1
TABLE SHOWING THE DIFFERENT AGE GROUP OF
THE RESPONDENTS

S.NO
CRITERIA
NO. OF RESPONDENTS PERCENTAGE
1
LESS THAN 20
61
61%
2
21 TO 40
34
34%
3
ABOVE 40
5
5%
TOTAL
100
100%
INTERPRETATION

From the above table we can to infer that 61% of the respondents
belong to the age group less than 20 years, 34% of the respondents are
between the age group of 21-40 years, and 5% of the respondents are
above 40 years.

CHART NO. 1

TABLE SHOWING THE DIFFERENT AGE GROUP OF THE

RESPONDENTS

TABLE NO .2
TABLE SHOWING THE GENDER OF THE
RESPONDENTS
S.NO CRITERIA
1
MALE
2
FEMALE
TOTAL

NO. OF RESPONDENTS
31
69
100

PERCENTAGE
31%
69%
100%

INTERPRETATION
From the above table we infer that 31% of the respondents are
male and 69% of the respondents are female.

CHART NO. 2

TABLE SHOWING THE GENDER OF THE

RESPONDENTS

TABLE NO. 3
TABLE SHOWING THE MONTHLY INCOME OF THE

10

RESPONDENTS
S.NO
CRITERIA
NO. OF RESPONDENTS PERCENTAGE
1
Below Rs.10,000
50
50%
Rs.10,0002
34
34%
20,000
3
Above Rs.30,000
16
16%
Total
100
100%
INTERPRETATION
From the above table we infer that 50% of the respondents are
having the monthly income of below 10,000, 34% of the respondents are
earning monthly income of Rs. 10,000-20,000 and 16% of
respondents are earning monthly income above 30,000.

CHART NO: 3
TABLE SHOWING THE MONTHLY INCOME OF THE
RESPONDENTS

11

the

TABLE NO. 4
TABLE SHOWING THE PLACE WHERE THE RESPONDENTS
PREFER TO BUY MILK

12

NO. OF
S.NO

CRITERIA

PERCENTAGE
RESPONDENTS

GROCERY
1
2
3

SHOP
MILK BOOTH
MILK AGENT
TOTAL

48

48%

15
37
100

15%
37%
100%

INTERPRETATION
From the above table we infer that 48% of the respondents prefer
Grocery shop, 15% of the respondents prefer milk booth and 37% of the
respondents prefer milk agent.

CHART NO. 4
TABLE SHOWING THE PLACE WHERE THE RESPONDENTS
PREFER TO BUY MILK

13

TABLE NO. 5
TABLE SHOWING DIFFERENT BRANDS OF MILK
PREFERRED BY THE RESPONDENTS
S.NO

CRITERIA

NO. OF RESPONDENTS

14

PERCENTAGE

AAVIN

55

55%

AROKYA

25

25%

AROMA

10

10%

OTHERS

10

10%

100

100%

TOTAL
INTERPRETATION

From the above table we infer that 55% of the respondents prefer
Aavin, 25% of the respondents prefer Arokya, 10% of the respondents
prefer Aroma and 10% of the respondents prefer other brands.

15

CHART NO. 5
TABLE SHOWING DIFFERENT BRANDS OF MILK
PREFERRED BY THE RESPONDENTS

16

TABLE NO. 6
ABLE SHOWING AWARENESS OF THE PRODUCTS
BY THE RESPONDENTS

NO. OF
S.NO
1
2
3

CRITERIA
ADVERTISEMENT
NEIGHBOURS
FRIENDS
TOTAL

PERCENTAGE
RESPONDENTS
62
28
10
100

62%
28%
10%
100%

INTERPRETATION
From the above table we infer that 62% of the respondents known
from Advertisements, 28% of the respondents known from Neighbors
and 10% of the respondents known form Friends.

CHART NO. 6
TABLE SHOWING AWARENESS OF THE PRODUCTS

17

BY THE RESPONDENTS

18

TABLE NO: 7
TABLE SHOWING PURCHASING PERIOD OF MILK
BY THE RESPONDENTS
S.

NO. OF
CRITERIA

NO
1
2

0-1
1-2
ABOVE 2

PERCENTAGE
RESPONDENTS
13
23

13%
23%

64

64%

100

100%

3
YEARS
TOTAL
INTERPRETATION

From the above table we infer that 13% of the respondents has
been consumed milk for below 1 year, 23% of the respondents has been
consumed milk for 1-2 years and 64% of the respondents has been
consumed milk for above 2 years.

CHART NO: 7
TABLE SHOWING PURCHASING PERIOD OF MILK
BY THE RESPONDENTS
19

20

TABLE NO.8
TABLE SHOWING DAILY CONSUMPTION OF MILK
BY THE RESPONDENTS

21

S.NO

CRITERIA

NO. OF RESPONDENTS

PERCENTAGE

LITER

4%

LITER

38

38%

LITER

1%

1 LITER

57

57%

TOTAL

100

100%

INTERPRETATION
From the above table we infer that 4% of the respondents prefer to
buy 1/4 liter milk, 38% of the respondents prefer to buy liter milk, 1%
of the respondents prefer to buy 3/4 liter milk and 57% of the
respondents prefer to buy 1 liter milk.

22

CHART NO. 8
TABLE SHOWING DAILY CONSUMPTION OF MILK
BY THE RESPONDENTS

23

TABLE NO. 9
TABLE SHOWING MODE OF PAYMENT BY THE
RESPONDENTS
NO. OF
S.NO
1

CRITERIA
100% ADVANCE
PARTIAL

PERCENTAGE
RESPONDENTS
15

15%

23

23%

62

62%

100

100%

2
PAYMENT
AGAINST
3
DELIVERY
TOTAL
INTERPRETATION

From the above table we infer that 15% of the respondents prefer
100% advance, 23% of the respondents prefer partial payment and 62%
of the respondents prefer payment against delivery.

CHART NO. 9
TABLE SHOWING MODE OF PAYMENT BY THE
RESPONDENTS
24

25

TABLE NO. 10
TABLE SHOWING THE DELIVERY OF THE BRANDED
MILK ON THE SPECIFIED TIME

S.NO CRITERIA
1
YES
2
NO
TOTAL

NO. OF RESPONDENTS
91
9
100

PERCENTAGE
91%
9%
100%

INTERPRETATION
From the above table we infer that 91% of the respondents brand
reach them on a specified time and 9% of the respondents brand does not
reach them on the specified time.

CHART. 10
TABLE SHOWING THE DELIVERY OF THE BRANDED

26

MILK ON THE SPECIFIED TIME

27

TABLE NO. 11
TABLE SHOWING THE BRANDED MILK IS HYGIENIC
S.NO CRITERIA
1
YES
2
NO
TOTAL

NO. OF RESPONDENTS
94
6
100

PERCENTAGE
94%
6%
100%

INTERPRETATION
From the above table we infer that 94% of the respondents felt that
branded milk is hygienic and 6% of the respondents felt that the branded
milk is not hygienic.

CHART. 11

28

TABLE SHOWING THE BRANDED MILK IS HYGIENIC

29

TABLE NO. 12
TABLE SHOWING THE RESPONDENTS SATISFACTION
TOWARDS THE QUALITY OF THE PRODUCTS

S.NO CRITERIA
1
YES
2
NO
TOTAL

NO. OF RESPONDENTS
93
7
100

PERCENTAGE
93%
7%
100%

INTERPRETATION
From the above table we infer that 93% of the respondents felt that
the quality of the branded milk is good and 7% of the respondents felt
that the quality of the branded milk is not good.

CHART NO. 12

30

TABLE SHOWING THE RESPONDENTS SATISFACTION

TOWARDS THE QUALITY OF THE PRODUCTS

31

TABLE NO. 13
TABLE SHOWING THE RESPONDENTS SATISFACTION
TOWARDS THE PRICE OF THE PRODUCTS
NO. OF
S.NO
1
2

CRITERIA
SATISFIED
NOT SATISFIED
TOTAL

PERCENTAGE
RESPONDENTS
73
27
100

73%
27%
100%

INTERPRETATION
From the above table we infer that 73% of the respondents are
satisfied with the price of the product and 27% 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

32

33

TABLE NO. 14
TABLE SHOWING THE RESPONDENTS SATISFACTION
TOWARDS THE PACKAGE OF THE PRODUCTS
NO. OF
S.NO
1
2

CRITERIA
SATISFIED
NOT SATISFIED
TOTAL

PERCENTAGE
RESPONDENTS
91
9
100

91%
9%
100%

INTERPRETATION
From the above table we infer that 91% 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

34

35

TABLE NO. 15
TABLE SHOWING THE AVAILABILITY OF THE
ALLIED PRODUCT
S.NO
1
2

CRITERIA
YES
NO
TOTAL

NO. OF RESPONDENTS
60
40
100

PERCENTAGE
60%
40%
100%

INTERPRETATION

From the above table we infer that 60% of the respondents are
relied on availability of the allied products and 40% of the respondents
are not relied on availability of the allied products.

36

CHART NO. 15
TABLE SHOWING THE AVAILABILITY OF THE
ALLIED PRODUCT

37

TABLE NO. 16
TABLE SHOWING THE SATISFACTION OF THE QUALITY OF
ALLIED PRODUCTS BY THE RESPONDENTS

S.NO
1

CRITERIA
SATISFIED
NOT

NO. OF RESPONDENTS PERCENTAGE

55
55%

2
SATISFIED
TOTAL

45

45%

100

100%

INTERPRETATION
From the above table we infer that 55% of the respondents are
satisfied with the quality of the allied products and 45% of the
respondents are not satisfied with the quality of the allied products.

CHART NO. 16

38

TABLE SHOWING THE SATISFACTION OF THE QUALITY OF

ALLIED PRODUCTS BY THE RESPONDENTS

39

TABLE NO. 17
TABLE SHOWING THE SATISFACTION OF THE
RESPONDENTS BRAND AMONG THE FAMILY MEMBERS
NO. OF
S.NO
1
2

CRITERIA
SATISFIED
NOT SATISFIED
TOTAL

PERCENTAGE
RESPONDENTS
89
11
100

89%
11%
100%

INTERPRETATION
From the above table we infer that 89% of the respondents brand is
satisfied among the family members and 11% of the respondents brand is
not satisfied among the family members.

CHART NO. 17

40

TABLE SHOWING THE SATISFACTION OF THE

RESPONDENTS BRAND AMONG THE FAMILY MEMBERS

41

TABLE NO: 18
TABLE SHOWING THE SATISFACTION OF THE
RESPONDENTS ABOUT OVER ALL SERVICE OF THE
COMPANY
S.NO
1

CRITERIA
SATISFIED
NOT

NO. OF RESPONDENTS PERCENTAGE

84
84%

2
SATISFIED
TOTAL

16

16%

100

100%

INTERPRETATION

From the above table we infer that 84% of the respondents are
satisfied with the over all service of the company and 16% of the
respondents are not satisfied with the over all service of the company.

CHART NO: 18

42

TABLE SHOWING THE SATISFACTION OF THE

RESPONDENTS ABOUT OVER ALL SERVICE OF THE
COMPANY

43

TABLE NO. 19
TABLE SHOWING THE RESPONDENTS RECOMMENDATION
TOWARDS THE PRODUCT

S.NO
1
2

CRITERIA
YES
NO
TOTAL

NO. OF RESPONDENTS
79
21
100

PERCENTAGE
79%
21%
100%

INTERPRETATION
From the above table we infer that 79% of the respondents are
recommended the product to others while 21% of the respondents are not
recommended the product to others.

CHART NO. 19

44

TABLE SHOWING THE RESPONDENTS RECOMMENDATION

TOWARDS THE PRODUCT

45

TABLE NO. 20
TABLE SHOWING THE EFFECTIVENESS OF THE
ADVERTISEMENT
NO. OF
S.NO
1
2
3

CRITERIA
VERY GOOD
GOOD
SATISFACTORY
TOTAL

PERCENTAGE
RESPONDENTS
25
52
23
100

25%
52%
23%
100%

INTERPRETATION
From the above table we infer that 25% of the respondents felt
very good regarding the advertisement while 52% of the respondents felt
good about the advertisement and 23% of the respondents are satisfied
with the advertisement.

CHART NO. 20
TABLE SHOWING THE EFFECTIVENESS OF THE
ADVERTISEMENT
46

47

TABLE NO. 21
TABLE SHOWING THE OFFER AND DISCOUNT PROVIDED
BY THE BRAND
S.NO
1
2

CRITERIA
YES
NO
TOTAL

NO. OF RESPONDENTS
21
79
100

PERCENTAGE
21%
79%
100%

INTERPRETATION
From the above table we infer that 21% of the respondents says
that their brand provides offer and discount and 79% of the respondents
says that their brand does not provide offer and discount.

48

CHART NO. 21
TABLE SHOWING THE OFFER AND DISCOUNT PROVIDED
BY THE BRAND

49

FINDINGS

61% of the respondents belong to the age group less than 20 years.
69% of the respondents are female.
50% of respondents belong to the income level of less than
Rs.10,000
48% of the respondents are buying from Grocery shop.
55% of the respondents are buying Aavin milk.
62% of the respondents came to know about this product by
Advertisement.
64% of the respondents are using their product more than 2 years.
57% of the respondents are buying 1 liter of milk every day.
62% of the respondents are buying the milk by payment against
delivery.
91% of the respondents feel the brands reach them on the specified
time.
94% of the respondents think that their branded milk is hygiene.
93% of the respondents are satisfied with the quality of their
products.
73% of the respondents are satisfied with the price of their brand.

50

 91% of the respondents are satisfied with the package of their

product.
60% of the respondents product provides the allied products.
55% of the respondents are satisfied with their allied products.
89% of the respondents family members are satisfied with the
brand.
84% of the respondents are satisfied with the overall service of the
company.
79% of the respondents are ready to recommend their brand to
others.
52% of the respondents say that the advertisement of their brand is
very good.
79% of the respondents brands does not provided offers and
discounts.

51

SUGGESTIONS

A company may provide a discount for our customer.

Company try to introduce more brands.
Firm has to improve their advertisement there by it will reaches in
all regions.
Firm has to improve their different varieties of products.
The company should provide a better quality of the allied products.
A firm has to increase the availability of allied products

52

CONCLUSION

The study revealed various factors, which influenced the consumer

preference towards branded milks. From the findings and suggestions the
following conclusion are made.

From the analysis revealed that, majority of the respondents are

satisfied with their brands, dealers sales and service. The study could be
more effective if the geographical area and sampling size is increased.
The study is further suggested for improvements and to identify the
various factors to improve their proceedings in sales promotion. This
study also depicts the future plans of the consumer towards branded
milks.

53

BIBLIOGRAPHY

Michael V.P (1985), Research methods in Management.

Kothari C.R., (1990), Research Methodology, Second Edition

54