You are on page 1of 8

Volume-3, Issue-6, December-2013, ISSN No.

: 2250-0758
International Journal of Engineering and Management Research
Available at: www.ijemr.net
Page Number: 1-8

A Study on Brand Image towards Nandini Products at Manmul in


Mandya
Aluregowda
Assistant Professor, Department of MBA, P E S College of Engineering, Mandya, INDIA

ABSTRACT
Brand image is a common place in a consumer
behavior research. Numerous studies of brand image has
reported, the phrase has been widely used in variety of
technical and casual applications, and practiceners and
academicians like have embraced the concept as the
embodiment of the abstract reality that people buy products
or brands something other than their physical attributes and
functions. This paper examines the consumer preference
towards brand image of Nandini milk products, socio
economic factors are used collect the data from the
respondents and conduct this study. The findings and
suggestions of the study we conclude that Nandini brand has
good image in milk products and services they have to use
more promotional strategies to develop strong brand image

Keywords: Consumer preference, Samsung televisions,


Bangalore City

I. INTRODUCTION
MEANING OF BRAND IMAGE
Brand image is the current view of the customers
about a brand. It can be defined as a unique bundle of
associations within the minds of target customers. It
signifies what the brand presently stands for. It is a set of
beliefs held about a specific brand. In short, it is nothing
but the consumers perception about the product. It is the
manner in which a specific brand is positioned in the
market. Brand image conveys emotional value and not just
a mental image. Brand image is nothing but an
organizations character. It is an accumulation of contact
and observation by people external to an organization. It
should highlight an organizations mission and vision to
all. The main elements of positive brand image are- unique
logo reflecting organizations image, slogan describing
organizations business in brief and brand identifier
supporting the key values.

II.

REVIEW OF LITARATURE

Hur, Yoonkyung (Katie) Adler, Howard (2011)


conduct study to examined how employees perceive
restaurant brand image and the factors that affect those
perceptions. An extensive review of the literature indicated
a need for a better understanding of this area, which is
related to both employee training and job satisfaction, and
how it affects a restaurants brand image. Using survey data
collected from employees in casual-dining chain
restaurants, the study investigated employee attitudes
toward the restaurant brand image, employees' perceptions
of their job satisfaction and employee training, and
demographic characteristics. Regression analysis results
showed that employees' job satisfaction, overall attitude on
the value of employees' training, and working conditions
were significant contributors for building positive brand
image for employees in casual-dining restaurants. In
addition, one-way analysis of variance results indicated
that differences in gender and educational level for
employees had a significant impact on employees' attitudes
toward brand image.
Achouri, Mohamed Ali Bouslama, Nji, (2010), this
research belongs to the field of the analysis of the
consequences of congruence between brand personality
and self-image. The consequences taken into account in
this study are consumer's satisfaction and loyalty. We will
present a literature review on the study of impact of the
congruence between brand personality and self-image on
the four dependent variables considered in this research:
Satisfaction, attitude, preference and behavioral intentions.
Dalli et al (2006) examined that there has been a
recent increase in consumer research on the topic of brand
dislike: it can be defined as the negative judgment
expressed by the consumer and/or implied in the choice
not to buy. The sparse literature in this field is fragmented
into different streams of research that will be reviewed in
this paper: a) consumer criticism and resistance b) dislike
as a means of communicating and constructing self-image,
and c) consumer/brand relationship. After the literature

review, the method and results from fieldwork will be


presented. The data converge towards a unitary and
consistent framework, in which various levels and factors
can be interpreted in the light of the theoretical
perspectives outlined above.
Chen and Yu-Shan (2010), article proposed four
novels constructs--green brand image, green satisfaction,
green trust, and green brand equity, and explored the
positive relationships between green brand equity and its
three drivers--green brand image, green satisfaction, and
green trust. The object of this research study was
information and electronics products in Taiwan. This
research employed an empirical study by use of the
questionnaire survey method. The questionnaires were
randomly mailed to consumers who had the experience of
purchasing information and electronics products. The
results showed that green brand image, green satisfaction,
and green trust are positively related to green brand equity.
Furthermore, the positive relationship between green brand
image and green brand equity is partially mediated by
green satisfaction and green trust. Hence, investing on
resources to increase green brand image, green
satisfaction, and green trust is helpful to enhance green
brand equity.
Kremer et al, (2012) highlight the role store brands
can play in retail branding. Does an image transfer take
place between store brands and the retailer brand? To
address this issue, the authors propose to identify and test
the dimensions of image transfer from the store brand to
the retailer brand. Design/methodology/approach A
qualitative study of 138 consumers helped to complete the
attributes of store brand image and retailer brand image
identified in the literature. A total of 322 customers of
three major French retailers responded to a questionnaire.
The data collected were tested in a structural equation
model. Findings Results indicate that store brands have a
positive impact on the retailer image. The price image of
the store brand is positively related to the retailer price
image. The values that customers associated with store
brands improve the retailer brand image in terms of its
values. Research limitations/implications Store brands
are considered as a whole, without distinction between
product categories. The paper focuses on standard store
brands only, excluding "premium" store brands. Practical
implications Retailers can find a rationale for investing
in their store brand range in order to differentiate
themselves from their competitors. Managers should
ensure that their store brands' image is seen as congruent
with their own retailer brand image. In particular, more
attention should be paid to the values reflected by the store
brands and the store brands' price image. Originality/value
The results indicate that store brands not only benefit
from the strength of the retailer brand, but they also
contribute, in a reciprocal way, to the improvement of the
retailer image.

III.
1.
2.
3.

RESEARCH OBJECTIVES

To examine the brand image of Nandini milk products at


MANMUL.
To know consumer behavior towards Nandini Brand
products.
To assess the brand image level of the products.

IV.

RESEARCH METHODOLOGY

The primary data will be collected directly by


interviewing the users of Nandini milk products structured
questionnaires of respondents in Mandya city and
secondary data required for the study will be collected
through published materials in journals, business
magazines and internet. The sampling technique followed
in this study is simple convenient sampling method, and
the total sample size for the data collection of the research
is 100 respondents. Structured questionnaire pertaining to
users of Nandini milk products was prepared and it was
administered on respondents to collect the information.

V.

DATA ANALYSIS AND


INTREPETATION

AGE OF SAMPLE CONSUMERS


Age is considered as an important factor for the
study. Services availed of by sample consumers differ
according to their age. Table 1 shows the age wise
distribution of the sample consumer.

Table.1 indicates the age wise classification of the


sample respondents. Out of 100 sample respondents, 74
sample respondents (74%) are falls in below 25, 18
respondents (18%) are falls in between 25-35 category and
4 sample respondents (4%) are between 35-45 categories.
It is concluded that majority of the respondents are in
below 25 age group.
GENDER OF SAMPLE CONSUMERS
Gender plays a significant role to satisfy their life
expectations. Both Male and female influencing on the
purchasing of Nandini milk products. Table 2 indicates the
gender wise classification of the sample consumers.

sample respondents (24%) are belong to the category of


below Rs. 10000. Again 56 respondents (56%) fall in
between Rs. 10000-20000 category and 20 sample
respondents (20%) belong to the category of above Rs.
20000. It is concluded that the majority of the sample
respondents have monthly income between Rs. 1000020000.

Table.2 shows that out of 100 sample respondents


32 respondents (32%) are male and 68 respondents (68%)
are female. It is concluded that majority of the sample
respondents were housewife.

OCCUPATION OF SAMPLE CONSUMERS


Consumer purchase behavior influenced based on
their occupation. People who are well placed or employed
enjoy better position in the society. Table 4 in which the
respondents are grouped according to their occupation.

MARITAL STATUS OF SAMPLE CONSUMERS


Usage of unmarried woman/man is entirely
different from that of a married couple. Therefore marital
status is one of the factors which may influence them.

Table.3 shows that out of 100 sample respondents, 16


sample respondents (16%) are married and rest of 84
sample respondents (84%) are unmarried. We can
conclude that majority of the sample respondents are un
married.
INCOME LEVEL
OF THE OF SAMPLE
CONSUMERS
The buying decision process depends upon the
consumer income, his personal background, his education,
and factors like the employment of the family women. The
purchase pattern of the refrigerator is changing. Middle
income group also it is necessary household appliance. It is
evident from the following table 4 that refrigerator owned
by different income groups.

Table.5 shows that, Out of 100 sample


respondents 32 sample respondents (32%) are officials, 20
sample respondents (20%) are businessmen, and 48 sample
respondents (48%) are working in other occupation.
Therefore, it is conclude that the most of the respondents
are in other occupation.
DIFFERENT PRODUCTS OF NANDINI MILK
There are different products available in Nandini
milk products from the MANMUL, the consumer
preference of these products are different. Table 6
indicates the reason for purchasing of refrigerators.

Table.6 shows that different products of Nandini milk. Out


of 100 respondents, 66 respondents (66%) are using milk
products, 10 respondents (10%) are using ghee products
and 24 sample respondents (24%) are using curd products.
Therefore majority of the respondents prefer milk
products.
Table.4 indicates that income wise classification
of sample respondents. Out of 100 sample respondents 24

QUALITY OF NANDINI MILK PRODUCTS

Satisfaction of the consumers is depending upon


different features of the Nandini milk products and
services. Satisfaction of consumer on quality features of
Nandini milk products shown below. Consumers
satisfaction on quality of Nandini milk products as follows.

Table.9 shows that, out of 100 respondents, 24%


of the consumer get at milk at their doorstep, 56% buy in
the nearby milk parlors and the rest 20% in the provision
store.
From the above table 7 it is observed that 58%
respondents rated quality is excellent. 20 sample
respondents (20%) are rated quality is very good, 4 sample
respondents are rated satisfactory and 18 respondents
(18%) are rated as satisfactory. Therefore it is conclude
that majority of the respondents are rated quality of the
Nandini milk products is excellent.

FACTORS INFLUENCING TO BUY NANDINI MILK


PRODUCTS
The purchase decisions will be influenced by
various factors. Such as quality, price, brand image, and
other critical attributes for the products and services. This
is presented in Table.10.

DESIGN OF NANDINI MILK PACKAGING


Design of the milk packets is one of the important
factors in Nandini milk products. Satisfaction of the
consumers is influence on the package of Nandini milk
products like color, size, name, logo, usage, and other
information of the products. Table 8 gives the consumers
preference towards packaging of the Nandini milk
products and services.
Table.10 show that influencing factors of the
consumers. Out of 100 sample respondents, 78 respondents
(78%) are buying quality of the milk, 10 respondents
(10%) are attracted by price of the products,12 respondents
(12%) are attracted by services of milk products. It is
concluded that most of the respondents are attracted by
quality of Nandini milk products.
From the above table 8 it is observed that Out of
100 respondents, 60% of the respondents are of the
opinion that design of the milk packet is attractive and
40% of the respondents feel it non-attractive.
PLACE
OF
PURCHSING
NANDINI
MILK
PRODUCTS
Milk is a non durable product place plays a vital
role to purchase Nandini milk products than competitors
products available in the market. Buying behavior of
consumers purchasing milk shapes more on place of the
products available. Table 9 indicates the response of the
customers.

TASTE OF HOMOGENIZED MILK PRODUCTS


Milk is a nutrition product for all age group of the
people. Consumption of milk products is multipurpose
from children to aged people. Consumers preference
towards taste of homogenized Nandini milk products
shows in table 11.

From the Table.11 Out of 100 respondents, 50%


of the respondents said the taste of the homogenized milk
is excellent, 8% as very good, 22% very good and 10% as
satisfactory, 10% of the respondents said they are not
aware and there is no advertisements regarding this
Homogenized milk.
PRICE OF NANDINI MILK PRODUCTS
Price is the key factor to consumers purchasing
milk products and there are number of milk union
introduced the products to market. Price is a major
decision making factor of milk products. Consumer
preference towards price of Nandini milk products has
shown the table 12.

From the above table 12 it is observed that 16 sample


respondents (16%) feel that price is high,84 sample
respondents (84%) sample respondents feel that price is
high, none of the respondents feel that price is low. it is
infer that majority of the respondents are rated price of the
Nandini milk products is reasonable.
COMPLAINTS
PRODUCTS

TOWARDS

NANDINI

MILK

Complaints receiving heighten the level of


customer satisfaction in milk products and solving
complaints effectively influence on buying decision of the
milk products. The researcher has divide into different
types according to response of the consumers. Table.13,
the consumers are grouped according to complaints.

It is found from table 13, out of 100


respondents, 36 sample respondents(36%) are complain
about the Nandini products and 64 sample respondents
(64%) are not having any complaints. It is infer that,
majority of the respondents have no complaints about
Nandini milk products.
MEDIA PREFERENCE
There is a lot of milk products are promoting
using both mass and personal media. Consumers prefer
particular media, word of mouth of consumers, opinion of
friends and other sources. Table 14 gives the media
preference of Nandini milk products.

Table.14 show that media preference on Nandini


milk products. Out of 100 sample respondents, 40
respondents (40%) are get information from family
members, 22 sample respondents (22%) are get
information from friends, 20 sample respondents (20%)
are get information from mass media. It is concluded that
majority of the respondents are get information from
family members.
PURCHASE MOTIVATING FEATURES OF NANDINI
PRODUCTS
The purchase decisions will be influenced by
various factors. Such as quality, price, brand image,
advertisement are the critical attributes for the consumers.
This is presented in Table..16.

Table.15 show that purchase motivating features


of Nandini products. Out of 100 sample respondents, 8
sample respondents (8%) are consider price is the purchase
motivating feature of Nandini products, 80 sample
respondents (80%) are feels quality is the purchase
motivating feature, 6 sample respondents (6%) are feels
that quantity and 6 sample respondents (6%) are feels that
package as the purchase motivating features of Nandini
products. It is infer that, majority of the respondents
motivated by quality of Nandini milk products.
BRAND LOYALTY OF NANDINI MILK PRODUCTS
Satisfied consumers use the milk products more
on daily basis. Loyal customers repeated to purchase milk
products because milk is essential product in life. The
buying behaviors of consumers influence to brand loyalty
towards Nandini milk products. This is presented in Table
16.

Table.16 show that brand loyalty of Nandini milk


products. Out of 100 sample respondents, 4 sample
respondents (4%) are loyal from one month, 2 sample
respondents (2%) are loyal from three month, 8 sample
respondents (8%) are loyal from last one year, 86 sample
respondents (86%) are loyal from last one year and above
.It is conclude that, majority of the respondents are more
loyal to more than one years for Nandini milk products.
RECOMMENDATION
OF
NANDINI
MILK
PRODUCTS TO OTHERS
There is lot of factors to recommend in the preference
of Nandini milk products, the regularity of recommended
one to other is different. This is presented in Table 17.

From
the
table 17, out of 100 respondents 94 % of the sample
respondents would recommend Nandini milk products to
others, 6 sample respondents dont recommend to others. It
is evident that most of the respondents are recommending
to other to use Nandini milk products and services.

VI.

OPINION ABOUT
MILK PRODUCTS

NANDINI

Consumers express their opinion about milk products


which are offering like milk, ghee, curd, butter etc. all milk
products not have same satisfaction of the consumers .
respondents opinion about Nandini milk products using
various types different from one to another. This is
presented in Table 18.

Table.18 show that opinion about Nandini milk


products. 98 sample respondents (98%) are satisfied with
milk products, 58 sample respondents (58%) satisfied with
ghee, 88 sample respondents (88%) are satisfied with curd,
and 44 sample respondents (44%) are satisfied with butter.
From the above study it is conclude that
Milk 98% of the respondents are using Nandini milk
products.
Ghee more than half of the respondents are satisfied with
the ghee.
Curd 88% of the respondents use Nandini curd over
other brands curd.
Butter half of the respondents dont use butter.

VII.

NANDINI PRODUCTS ARE


BEST THAN OTHER BRANDS
OF MILK

14.

Majority of the Nandini customer are satisfied with


quality of Nandini milk products. Majority of the
Respondents are replayed that the Nandini company
products price is reasonable.
15.
Most of the respondents are recommended Nandini
milk products and services to others.

IX.

SUGGESTIONS

1.

From
the
table 19, out of 100 respondents, 82 sample respondents
(82%) feel that Nandini products are best than other brands
of milk, 18 sample respondents (18%) are happy with
Nandini milk products. It is evident that most of the
respondents are feel that Nandini products are best than
other products.

VIII.
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.

FINDINGS

Most of the respondents are house wifes who are


using Nandini milk products in the family.
The majority of the customers are of age below 25
years and the age group falls between 25-35 years,
Majority of the respondents are buying Nandini
products and services are female.
Many of the respondents found that the quality of
the Nandini milk and milk products are good.
Majority of the respondents are happy with designs
of the Nandini milk packages.
Most of the respondents are purchasing Nandini
milk at milk parlor.
As compared to other competitors Nandini provide
quality products.
Many respondents are of the opinion that the price
of milk and milk products are reasonable.
There are very few complaints on curds that it
smells sometimes.
Many respondents are very happy with the quality
and taste of full cream milk.
Majority of the respondents are in the income
group of 10,000-20,000.
Majority of the Nandini customers have know the
advertisement from family members.
Majority of the customer are more attracted by
Nandini products because they are providing quality milk
products.

Brand loyalty is the most influencing factor for


the purchase of Nandini milk; the union should identify the
loyal customers and should give rewards. This will help in
image of products and services.
2.
Effective delivery system should be designed in
order to ensure regular availability and on-time delivery of
milk.
3.
Advertisement is the most important factor to
establish the product in the market. So, they should
increase advertisements in different media, like TV,
Magazine & Newspaper.
4.
The company is suggested to improve the packing
design of the products and services of consumers with
changing taste and preference.
5.
The Nandini milk products are highly perishable
and as the customers are sensitive in the quality of the
milk, the transportation must be refrigerated.
6.
Some milk products and services like Full Cream
Milk should be produced in 250 ml both in evening and in
the morning time.
7.
The Most convenient channel of Distribution for
Nandini milk and its product is through departmental
stores and retailers shops.
8.
Company should give incentives to the retailers
so that they will be motivated to sell Nandini milk and its
products. It is also one of the promotion techniques.
9.
Discount must be given to the retailers to push up
the sales of Nandini milk and its products.
10.
Credit facility should also be extended to the
retailers so that they will take more initiative in selling
Nandini milk and its products.

X.

CONCLUSION

The image of milk union about Nandini milk


products and services is influenced by many factors like
preference, perception, buying behavior; satisfaction of
consumers etc.The study will help the union to identify
the customers preference towards Nandini brand milk
products and services. To develop competitive brand
image of Nandini milk products and services, company
periodically evaluate the company products with
competitor products to grow further in the market place. It
has to design the promotional programs effectively for
awareness of quality, price & service, so it will have
greater hit to capture more market share of the milk
products and services total milk market. Today the

MANMUL is growing widely by the name of Nandini. It


provides milk, curds, peda and other products.

REFERENCES
[1] Hur, Yoonkyung (Katie) Adler, Howard (2011),
Journal of Foodservice Business Research; Oct- Vol. 14
Issue 4, p334-359, 26p, 2 Diagrams, 5 Charts.
[2] Achouri, Mohamed Ali Bouslama, Nji (2010), IBIMA
Business Review; p1-16, 16p
[3] Dalli, Daniele Romani, Simona Gistri, Giacomo,
Advances in Consumer Research; 2006, Vol. 33 Issue 1,
p87-95, 9p, 4 Color Photographs
[4] Hankinson, Graham, Journal of Vacation Marketing
(2004), Vol. 10 Issue 2, p109-121, 13p, 1 Black and White
Photograph, 1 Diagram, 2 Charts 5.Poiesz, Theo B.C,

1.
2.
3.

Journal of Economic Psychology; Dec89, Vol. 10 Issue 4,


p457, 16p
[5] Schori, Thomas R., Psychological Reports; Jun96, Vol.
78 Issue 3, p1299, 8p
[6] Virvilaite, Regina Dailydiene, Migle (2012),
Engineering Economics; Vol. 23 Issue 1, p90-98, 9p
[7] Chen, Yu-Shan (2010), Journal of Business Ethics;
Vol. 93 Issue 2, p307-319, 13p, 2
Diagrams, 4 Charts
[8] Bivainien, Lina, Economics & Management (2007),
p304-310, 7p, 1 Diagram, 3 Charts
[9] MANMUL Booklets
[10] Broachers
[11] Websites
www.chrisfoxinc.com
www.amulindia.com
http://www.kmfnandini.coop/html/kmfunits-nmp.htm

8
Copyright 2011-13. Vandana Publications. All Rights Reserved.