Professional Documents
Culture Documents
,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India
SYNOPSIS
The primary data was collected and suitably edited and tabulated using the
simple percentage method. The statistical tool like chi-square test was adopted to test
the association between certain preference and the dominant factors that influence
brand preference for packaged milk in Gandhipuram.
In conclusion, the researchers find the preferred brand of packaged milk and
the factors which made to prefer the particular brand of milk.
1
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India
2
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India
Studies on brand preference for various brands of packet milk will definitely
help in its future growth and development in the right direction. In this project entitled
“Brand preference for packaged milk with special reference to Gandhipuram area”, an
attempt is made to study the brand preference for milk in Gandhipuram area among
consumers.
3
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India
1) To find out the brand preference for packet milk in Gandhipuram area among
packet milk consumers.
2) To study the relationship between the various personal factors, such as quality,
quantity, price, advertisement, health, consideration, taste, fat content, packaging
with preference for packet milk.
3) To find out the different factors for preferring the particular brand.
4) To know the sources of information, which provide about packet milk to the
consumers.
7) To find out the awareness of the consumers about the packet milk.
The present study is an opinion survey. The analysis has been carried out
based upon the information collected from the respondents. The result of the study
applies more specially to the consumer’s in Gandhipuram are and care has to be
exercised in extending the result to other area.
4
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India
2.5. METHODOLOGY:
This study aims to identify the impact of brand preference on packet milk
among the consumers for its purpose data were collected by survey methods through
questionnaire. This questionnaire contained the questions regarding the size of the
packet and the reasons for preferring that brand of packet milk.
2.5.1. SAMPLING:
Totally 150 respondents have been interviewed and the data have been
collected. The area of study has been restricted to Gandhipuram area totally 150
respondents were selected at random for the purpose of the study.
The study of brand preference for packet milk has been made through
questionnaire method. 150 respondents are selected randomly and were asked to
answer the question based upon their answer the classification of respondents are
done and are analyzed and interpreted. Percentages and chi-square test is used while
analyzing and interpreting the data.
The study is based on primary data only. The required information was
collected through the questionnaire from the consumers directly by interviewing
them.
5
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India
A simple statistical tool such as percentage, two-way table and chi-square test
6
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India
7
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India
3.1. INTRODUCTION:
India with 234 million cows and 225 million buffaloes has the largest
population of cattle in the world. Total cattle population in the country as on October
2007 stood as 513 million. 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 milk cows and milk
buffaloes.
India’s milk production has increased by 5 percent. The milk production in
India accounts for more than 15 percent of the total world output and 57 percent of the
total Asia’s production. The top five milk producing nations in the world are India,
USA, Russia, Germany and France.
Milk production has grown at a fast pace during the last three decades, milk
yield are:
1) Lack of use of scientific practices in milking.
2) Inadequate availability of fodder in all seasons.
3) Un-availability of vetenary health services.
8
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India
9
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India
Milk food Limited Milk food Ghee, Ice-cream and other milk
products.
Smithkline Beecham Horlicks, Maltova, Viva. Malted milk food, ghee, butter,
Limited powdered milk, milk fluid and other
milk based baby foods.
10
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India
product exports.
11
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India
QUALITY:
Significant investment has to be made in milk procurement equipments,
chilling and refrigeration facilities. Also training has to be imported to improve the
quality to bring in international standards.
12
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India
Introduction:
In this chapter, brand preference for packaged milk among packet milk users
in Gandhipuram area was analyzed. As the first phase of this study, data were
collected from 150 Respondents. In the next phase the information collected from the
Respondents were analyzed regarding the various factors influencing brand
preference like Age, Sex, Occupation, Educational Qualification, Marital Status,
Monthly Income, Size of the Family, Number of Children in the Family and their
preference.
13
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India
Table 4.1
INFERENCE:
Out of 150 respondents, 20 persons belong to the age limit of 20. 36 persons
belong to the age limit of 21 – 30. 40 persons belong to the age limit of 31 – 40, 19
persons belong to the age limit of 41-50, The remaining 35 persons belong to the age
limit of Above 50.
14
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India
above 50 35
41 - 50 19
Age Group
31 - 40 40
21 - 30 36
Below 20 20
0 10 20 30 40 50
Number of respondents
15
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India
Sex:
Sex is one of the important factor to determine the level of satisfaction and
brand preference. Most of the females had experienced with the packaged milk. So
the sex wise classification is important to this research.
Table 4.2
1 Male 37 25
2. Female 113 75
INFERENCE:
Out of 150 respondents, 113 persons are Female and the remaining 37 persons are
male.
16
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India
Male, 37
Female, 113
17
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India
TABLE – 4.3
1 Married 101 67
2. Unmarried 49 33
INFERENCE:
Out of 150 respondents, 101 persons are belong to the married group, and 49
persons are belong to the unmarried group.
18
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India
9
ried, 4
ar
Unm
d, 101
rrie
Ma
19
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India
Educational qualification:
Table – 4.4
Educational No. of
S.No Percentage
qualification Respondents
1 Upto HSC 37 25
2. U.G 79 53
3. P.G 29 19
4. Others 5 3
INFERENCE:
20
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India
79
80
70
60
50
37
No. of Respondents
40 29
30
20 5
10
0
Upto HSC U.G P.G Others
Educational qualification
21
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India
Table 4.5
1 Business 18 12
2. Profession 19 13
3. Employed 47 31
4. House Wife 29 19
5. Student 22 15
6. Retired 7 5
7. Agriculture 6 4
8. Others 2 1
INFERENCE:
Out of 150 respondents, 18 persons are doing Business, 19 persons are Professional
peoples, 47 persons are Employed persons, 29 persons are House wife, 22 persons are
students, 7 persons are retired, 6 persons are agriculturists and 2 persons were others.
22
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India
Others 2
Agriculturis t 6
Retired 7
Occupation
Em ployee 47
Students
22
Profes s ion 19
Hous wife 29
Bus ines s 18
0 10 20 30 40 50
No. of respondents
23
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India
FAMILY INCOME:
Table – 4.6
2. Rs.5,001 – Rs.10,000 45 30
INFERENCE:
24
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India
Less than
Rs.5000, 40
More than
Rs.10000, 65
Rs.5001 - Rs.
10000, 45
25
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India
FAMILY SIZE:
Family size is one of the main factor to decide the consumption level of the all
consumable products. In this way the family size wise classification is more
important.
Table – 4.7
Family
S.No No. of Respondents Percentage
Size
1 2-3 63 42
2. 4–6 70 47
3. More than 6 17 11
INFERENCE:
Out of 150 respondents, 63 persons are belong to 2 – 3 family size group, 70 persons
belong to 4 – 6 family size group, the remaining 17 persons belong to More than 6
family group.
26
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India
Morthan 6
members 17
No. of Family Members
4 - 6 members 70
2 - 3 members 63
0 20 40 60 80
No. of respondents
27
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India
Table – 4.8
No. of Children in
S.No No. of Respondents Percentage
Family
2. 2 children 30 20
3. 3 children 13 9
INFERENCE:
Out of 150 respondents, 107 persons are belong to One child family group, 30 persons
belong to 2 children family group, the remaining 13 persons belong to 3 children
family group.
28
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India
13
30 107
1 children
2 children
3 children
29
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India
Table – 4.9
No. of
S.No Brand Name Percentage
Respondents
1 Aavin 68 45
2 Arokya 41 27
3 Aroma 4 3
4 Cowma 14 9
5 Sakthi 11 7
6 Others 12 8
INFERENCE:
Out of 150 respondents, 68 persons had used Aavin, 41 persons had used
Arokya, 4 persons had used Aroma, 14 persons had used Cowma, 11 persons had
used Sakthi, and remaining 12 persons had used other milk.
30
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India
70
60
68
50
40
41
30
20
10 4 12
14 11
0
Aavin Arokya Aroma Cowma Sakthi Others
Brand Name
31
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India
No. of
S.No Factor Percentage
Respondents
1 Price 11 7
2 Quality 62 41
3 Fat Control 31 21
4 Taste 24 16
5 Relatives 8 5
6 Availability 5 3
7 Advertisement 2 1
8 Friends 2 1
9 Health Condition 3 2
10 Doctors 1 1
11 Others 1 1
Total 150 100
INFERENCE:
32
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India
Others 1
Docutors 1
Health condition 3
Friends 2
Advertisement 2
Factor
Availability 5
Relatives 8
Taste 24
Fact control 31
Quality 62
Price 11
0 10 20 30 40 50 60 70
33
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India
Table - 4.11
1 Friends 28 19
2 Doctors 38 25
3 Advertisement 63 42
4 Relatives 11 7
5 Shop Keepers 7 5
6 Others 3 2
INFERENCE:
34
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India
Others 3
7
Shop keepers
Relatives 11
Advertisement 63
Doctors 38
Friends 28
0 10 20 30 40 50 60 70
35
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India
Table 4.12
1 Yes 27 18
2 No 123 82
INFERENCE:
Out of 150 respondents, 27 persons are change their brand and 123 persons are
not change their brand even their family income will increase.
36
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India
140
123
120
100
80
60
40 27
20
0
Yes No
37
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India
Table – 4.13
No. of
S.No Size of Package Percentage
Respondents
1 250 ml 58 39
2 500 ml 86 57
3 1 litter 6 4
INFERENCE:
38
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India
6
58
86 250 ml
500 ml
1 liter
39
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India
Table –4.14
1 Yes 47 31
2 No 103 69
INFERENCE:
40
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India
103
No
47
Yes
0 20 40 60 80 100 120
41
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India
Table –4.15
No. of
S.No Scarcity of milk Percentage
Respondents
1 Yes 43 29
2 No 107 71
INFERENCE:
Out of 150 respondents, 43 persons belong to Yes group, and 107 persons
belong to No group for the question about Scarcity of their preferred brand.
42
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India
120
100
80
60
107
40 43
20
0
Yes No
43
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India
Table – 4.16
Enhances the
No. of
S.No richness of Percentage
Respondents
Tea/Coffee
1 Yes 110 73
2 No 40 27
INFERENCE:
Out of 150 respondents, 110 persons said their brand of milk had enhanced the
richness of Tea/Coffee and 40 persons said that No.
44
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India
120
100
80
60 110
40
20 40
0
Yes
No
Table – 4.17
45
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India
1 Yes 66 44
2 No 84 56
INFERENCE:
Out of 150 respondents, 66 persons belong to Yes group, and the remaining 84
persons belong to No group for the question any Future change of brand.
46
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India
90
84
80
70 66
60
50
40
30
20
10
0
Yes
No
47
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India
Table – 4.18
No. of
S.No Degree of Satisfaction Percentage
Respondents
1 Highly Satisfied 56 37
2 Satisfied 74 49
3 Not-Satisfied 20 13
INFERENCE:
48
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India
20 Highly satisfactory
Satisfactory
56 Not Satisfactory
74
49
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India
Table – 4.19
Degree of No. of
S.No Percentage
Satisfaction Respondents
1 Highly Satisfied 49 33
2 Satisfied 56 37
3 Not-Satisfied 45 30
INFERENCE:
50
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India
45 49 Highly satisfactory
Satisfactory
Not Satisfactory
56
51
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India
Table – 4.20
Degree of No. of
S.No Percentage
Satisfaction Respondents
1 Highly Satisfied 54 36
2 Satisfied 46 31
3 Not-Satisfied 50 33
Total 150 100
INFERENCE:
52
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India
54
52
54
50
48 50
46
46
44
42
Highly satisfactory Satisfactory Not Satisfactory
Satisfaction level
53
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India
Table – 4.21
Degree of No. of
S.No Percentage
Satisfaction Respondents
1 Highly Satisfied 70 47
2 Satisfied 41 27
3 Not-Satisfied 39 26
INFERENCE:
54
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India
Not Satisfactory 39
41
Satisfactory
70
Highly satisfactory
0 10 20 30 40 50 60 70
55
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India
Table – 4.22
Degree of No. of
S.No Percentage
Satisfaction Respondents
1 Highly Satisfied 48 32
2 Satisfied 56 37
3 Not-Satisfied 46 31
INFERENCE:
56
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India
60
50
40
30
20
48 56 46
10
0
Highly satisfactory Satisfactory Not Satisfactory
57
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India
Table – 4.23
1 Same Price 48 32
2 Same taste 15 10
3 Same quality 18 12
4 Same Packaging 27 18
5 No other alternative 42 28
INFERENCE:
58
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India
No other 42
alternatives
Same quality 27
Same taste 18
Same packaging 15
Same price 48
0 10 20 30 40 50
59
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India
Table – 4.24
1 Yes 113 75
2 No 37 25
INFERENCE:
Out of 150 respondents, 113 persons had suggested their brand to their friends
and 37 persons had not suggested their brand to their friends.
60
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India
37
No
113
Yes
0 20 40 60 80 100 120
61
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India
CHI-SQUARE TEST:
Chi-square test is applied to test the goodness of fit, to verify the distribution of
observed data with assumed theoretical distribution. Therefore it is a measure to study
the divergence of actual and expected frequencies; Karl Pearson’s has developed a
method to test the difference between the theoretical (hypothesis) & the observed
value.
For all the chi-square test the table value has taken @ 5% level of significance.
62
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India
Cross Table:
Satisfaction Level
Age Highly Not Total
Satisfactory
Satisfactory Satisfactory
Below 20 2 14 4 20
21 - 30 3 26 7 36
31 - 40 4 25 11 40
41 - 50 0 12 7 19
abov50 1 27 7 35
Total 10 104 36 150
Hypothesis:
HO: There is no significant relationship between age and level of satisfaction.
Degree of freedom - 8
Calculated value - 117.05
Table value - 12.59
INFERENCE:
The calculated value is more than the table value. So, the Null
hypothesis is rejected. Hence, there is a significant relationship between Age and level
of satisfaction.
63
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India
Cross Table:
Satisfaction Level
Occupation Total
Highly Not
Satisfactory
Satisfactory Satisfactory
Business 1 15 2 18
House wife 3 19 7 29
Profession 2 13 4 19
Students 2 14 6 22
Employee 2 31 14 47
Retired 0 5 2 7
Agriculturist 0 5 1 6
Others 0 2 0 2
Hypothesis:
HO: There is no significant relationship between occupation and the level of
satisfaction.
O E O-E (O-E)2 (O-E)2/E
1 1.20 -0.20 0.04 0.03
3 1.93 1.07 1.14 0.59
2 1.27 0.73 0.54 0.42
2 1.47 0.53 0.28 0.19
2 3.13 -1.13 1.28 0.41
0 0.47 -0.47 0.22 0.47
0 0.40 -0.40 0.16 0.40
0 0.13 -0.13 0.02 0.13
15 12.48 2.52 6.35 0.51
19 20.11 -1.11 1.22 0.06
13 13.17 -0.17 0.03 0.00
64
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India
Degree of freedom - 14
Calculated value - 6.59
Table value - 23.68
INFERENCE:
The calculated value is less than the table value. So, the Null
hypothesis is accepted. Hence, there is no significant relationship between the
occupation and level of satisfaction.
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BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India
41% of the respondents have agreed that the quality is the major influenced
factor to buy the particular brand of milk.
82% of the respondents are not ready to change the brand of milk even their
family income increase.
71% of respondents are agrees that there is no scarcity of the preferred brand of
milk.
73% of respondents are agrees that their preferred brand enhances the richness of
tea / coffee.
56% of respondents were not ready to change their brand while the family
income increases.
66
BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India
37% of respondents were satisfied were satisfied with their brand advertisement.
32% of respondents select the other brand due to the same price.
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BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India
5.2. SUGGESTIONS:
Based upon the study conducted, the following are the suggestions made to
improve the packet milk :
1. Price should be minimized. The price is the important criteria while selecting
the particular brand.
2. Taste plays an important role for using the preferred brand. So all the
companies should concentrate on the Taste and quality of the milk.
4. Majority of the respondents says that the quality of the product will makes
them to purchase the product consistently. So the companies should consider
the quality of the product.
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BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India
5.3. CONCLUSION
Milk is a very essential daily using commodity. Milk is useful to all the group
of members. In Gandhipuram the packaged milk is widely used and liked by the
respondents. From this study the researcher conclude that the packaged milk is more
preferable than the vendor milk in Gandhipuram. Aavin milk was preferred by
majority of the respondents.
*****
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BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India
BIBLIOGRAPHY
S.C.GUPTA
V.K.KAPOOR : “FUNDAMENTALS OF APPLIED
STATISTICS”
SULTAN CHAND & SONS,
NEW DELHI.
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BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India
I. Personal profile:
1.1 Age :
1.2 Gender : Male Female
1.3 Marital Status : Married Unmarried
1.4 Educational Qualification : Upto HSC P.G.
U.G.
Others (Specify)
1.5 Occupation : Business House Wife
Profession
Student Employee
Retired
Agriculturist Others (Specify)
1.6 Family income (per month) : Less than Rs.5,000
Rs.5,001 - Rs.10,000
More than
Rs.10,000
1.7 Family Members : 2–3 4–6 More than
6
2.2 If you use more than one brand of milk during a period mention the brands
and
reasons.
Brand Reason
a)
b)
c)
d)
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BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India
2.3 Which of the following factor(s) influence(s) you to choose this brand?
Price Quality Fat control
Taste Relatives
Availability
Advertisement Friends Health
condition
Packaging Doctors Others
(Specify)
(Specify)
2.7 a) Do you know the name of the manufacture of your preferred brand?
Yes No
2.8 Have you ever had the scarcity of milk in the market?
Yes No
2.10 Do you feel that your preferred brand of the milk enhances the richness
of
Tea / Coffee?
Yes No
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BRAND PREFERENCE FOR PACKAGED MILK A.SUKUMAR M.Com., M.Phil., PGDCA.,
WITH SPECIAL REFERENCE TO GANDHIPURAM AREA Coimbatore, Tamil Nadu, India
2.11 Will you change the brand if your family income level is increases?
Yes No
2.14 Have you ever suggested your preferred brand of milk to your friends or
relatives?
Yes No
73