ABSTRACT

The study of the research entitled “To study consumer behavior towards heritage milk
(Aavin) in Madurai city specifically focused on behavior of the customers who are all using
aavin milk. the process by which companies create value for customers and build strong
customer relationships, in order to capture value from customers in return the main aims of
the project to study of individuals, groups, or organizations and the processes they use to
select, secure, and dispose of products, services, experiences, or ideas to satisfy needs and the
impacts that these processes have on the consumer and society.

The mathematical tool is simple percentage and statistical tool is chi-square test is
used to analyze the collected data. Research design is a plan, structure and strategy to do the
study. Research design depends on the depth and extent of data required the costs and
benefits of the research, urgency and the time available to complete the study. Descriptive
research design is adopted for this research.
LIST OF TABLE

TABLE PARTICULARS PAGE NO

NO
Age Group Of Customers
3.1 15
Occupation Of Customers
3.2 17
Gender Of Customers
3.3 19
Factors
3.4 21
Education Qualification Of Customers
3.5 23
Usage Of Product
3.6 25
Buying
3.7 27
Opinion
3.8 29
Seasonal Variation
3.9 31
Complain
3.10 33
Factors
3.11 35
 LIST OF CHARTS

CHART PARTICULARS PAGE NO

NO
Age Group Of Customers
1.1 16
Occupation Of Customers
1.2 18
Gender Of Customers
1.3 20
Factors
1.4 22
Education Qualification Of Customers
1.5 24
Usage Of Product
1.6 26
Buying
1.7 28
Opinion
1.8 30
Seasonal Variation
1.9 32
Complain
1.10 34
Factors
1.11 36
 TABLE OF CONTENTS

SL.No. CONTENTS PAGE NO.

1 Abstract

2 List of Tables

3 List of Figures

CHAPTERS

I Introduction and Design of the study

II Industry & Company Profile

III Data Analysis and Interpretation

IV Summary of Findings, Suggestions and Conclusion

Appendices

References
CHAPTER-1

1. INTRODUCTION

1.1 INTRODUCTION ABOUT THE STUDY

Marketing is “the activity, set of institutions, and processes for creating, communicating,
delivering, and exchanging offerings that have value for customers, clients, partners, and society at
large”. For business to consumer marketing, it is “the process by which companies create value for
customers and build strong customer relationships, in order to capture value from customers in
return”. For business to business marketing it is creating value, solutions, and relationships either
short term or long term with a company or brand. It generates the strategy that underlies sales
techniques, business communication, and business developments. It is an integrated process through
which companies build strong customer relationships and create value for their customers and for
themselves.

Marketing is used to identify the customer, satisfy the customer, and keep the customer. With the
customer as the focus of its activities, marketing management is one of the major components of
business management. Marketing evolved to meet the stasis in developing new markets caused by
mature markets and overcapacities in the last 2-3 centuries.

Consumer behaviour is the study of individuals, groups, or organizations and the

processes they use to select, secure, and dispose of products, services, experiences, or ideas to satisfy
needs and the impacts that these processes have on the consumer and society.[1] It blends elements
from psychology, sociology, social anthropology, marketing and economics. It attempts to understand
the decision-making processes of buyers, both individually and in groups such as how emotions affect
buying behaviour. It studies characteristics of individual consumers such as demographics and
behavioural variables in an attempt to understand people's wants. It also tries to assess influences on
the consumer from groups such as family, friends, reference groups, and society in general.

Customer behavior study is based on consumer buying behavior, with the customer playing the three
distinct roles of user, payer and buyer. Research has shown that consumer behaviour is difficult to
predict, even for experts in the field.[2] Relationship marketingis an influential asset for customer
behaviour analysis as it has a keen interest in the re-discovery of the true meaning of marketing
through the re-affirmation of the importance of the customer or buyer. A greater importance is also
placed on consumer retention, customer relationship management, personalisation, customisation and
one-to-one marketing. Social functions can be categorized into social choice and welfare functions.
DEFINITION OF CONSUMER BEHAVIOR

The term consumer behavior is defined as the behavior that consumers display in searching
for, purchasing, using, evaluating and disposing of products and services that they expect will satisfy
their needs. Consumer behavior focuses 15 on how individuals make decisions to spend their
available resources (time, money, effort) on consumption related items. That includes

 what they buy,

 why they buy it,
 when they buy it, where they buy it,
 how often they buy it,
 how often they use it,
 how they evaluate it

after the purchase and the impact of such evaluations on future purchases, and how
they dispose of it. One of the most important constants among all of us, despite our
differences, is that above all we are consumers. We use or consume on a regular basis food,
clothing, shelter, transportation, education, equipment, vacations, necessities, luxuries,
services and even ideas. As consumers we play a vital role in the health of the economy-local,
national, and international. The purchase decisions we make affect the demand for basic raw
materials, for transportation, for production, for banking; They affect the employment of
workers and the employment of resources, the success of some industries and the failure of
others. In order to succeed in any business, and especially in today’s dynamic and rapidly
evolving market place, marketers need to know everything they can about consumers what
they want, what they think, how they work, how they spend their leisure time. They need to
understand the personal and group influences that affect consumer decisions .

DEFINITION OF CONSUMER BEHAVIOR

The term consumer behavior is defined as the behavior that consumers display in
searching for, purchasing, using, evaluating and disposing of products and services that they
expect will satisfy their needs. Consumer behavior focuses 15 on how individuals make
decisions to spend their available resources (time, money, effort) on consumption related
items. That includes what they buy, why they buy it, when they buy it, where they buy it,
how often they buy it, how often they use it, how they evaluate it after the purchase and the
impact of such evaluations on future purchases, and how they dispose of it. One of the most
important constants among all of us, despite our differences, is that above all we are
consumers. We use or consume on a regular basis food, clothing, shelter, transportation,
education, equipment, vacations, necessities, luxuries, services and even ideas. As consumers
we play a vital role in the health of the economy-local, national, and international. The
purchase decisions we make affect the demand for basic raw materials, for transportation, for
production, for banking; They affect the employment of workers and the employment of
resources, the success of some industries and the failure of others. In order to succeed in any
business, and especially in today’s dynamic and rapidly evolving market place, marketers
need to know everything they can about consumers what they want, what they think, how
they work, how they spend their leisure time. They need to understand the personal and group
influences that affect consumer decisions

Consumer buying behavior

 WHAT IS BUYER BEHAVIOUR?

The wealth of products and services produced in a country make our economy strong.
Almost all the products, which are available to buyers, have a number of alternative
suppliers: substitute products are available to consumers, who make decision to buy products.
Therefore a seller most of his time, seeks buyers and tries to please them. In order to be
successful, a seller is concerned with.

 · Who is the customer?

 · What do consumers buy?
 · When do consumers buy?
 · How do consumers buy?
 · From where do consumers buy?
 · Why do consumers buy?

A buyer makes a purchase of a particular product or a particular brand and this can be
termed “ product buying motives” and the reason behind the purchase from a particular seller
is “ patronage motives” When a person gets his pay packet, and if he is educated ,sits down
along with his wife and prepares a family budget, by appropriating the amount to different
needs. It may happen that after a trip to the market, they might have purchased some items,
which are not in the budget, and thus there arises a deviation from the budgeted items and
expenditure. all the behaviour of human beings during the purchase may be termed as “buyer
behaviour”.

 HOW CONSUMERS BUY

1. Need/Want/Desire is Recognized
In the first step the consumer has determined that for some reason he/she is not satisfied
(i.e., consumer’s perceived actual condition) and wants to improve his/her situation (i.e
consumer’s perceived desired condition). For instance, internal triggers, such as hunger or
thirst, may tell the consumer that food or drink is needed. External factors can also trigger
consumer’s needs. Marketers are particularly good at this through advertising, instore
displays and even the intentional use of scent (e.g., perfume counters).

2. Search for Information

Assuming consumers are motivated to satisfy his or her need, they will next undertake a
search for information on possible solutions. The sources used to acquire this information
may be as simple as remembering information from past experience (i.e., memory) or the
consumer may expend considerable effort to locate information from outside sources (e.g.,
Internet search, talk with others, etc.). How much effort the consumer directs toward
searching depends on such factors as: the importance of satisfying the need, familiarity with
available solutions, and the amount of time available to search.

3. Evaluate Options
 Consumers’ search efforts may result in a set of options from which a choice can be made.
It should be noted that there may be two levels to this stage. At level one the consumer may
create a set of possible solutions to their needs (i.e., product types) while at level two the
consumer may be evaluating particular products (i.e., brands) within each solution. For
example, a consumer who needs to replace a television has multiple solutions to choose from
such as plasma, LCD and CRT television.

4. Purchase
In many cases the solution chosen by the consumer is the same as the product whose
evaluation is the highest. However, this may change when it is actually time to make the
purchase. The “intended” purchase may be altered at the time of purchase for many reasons
such as: the product is out-of-stock, a competitor offers an incentive at the pointof- purchase
(e.g., store salesperson mentions a competitor’s offer), the customer lacks the necessary funds
(e.g., credit card not working), or members of the consumer’s reference group take a negative
view of the purchase (e.g., friend is critical of purchase).

5. After-Purchase Evaluation
Once the consumer has made the purchase they are faced with an evaluation of the
decision. If the product performs below the consumer’s expectation then he/she will
reevaluate satisfaction with the decision, which at its extreme may result in the consumer
returning the product while in less extreme situations the consumer will retain the purchased
item but may take a negative view of the product. Such evaluations are more likely to occur
in cases of expensive or highly important purchases. To help ease the concerns consumers
have with their purchase evaluation, marketers need to be receptive and even encourage
consumer contact. Customer service centers and follow-up market research are useful tools in
helping to address purchasers’ concerns.

 Why Consumers Buy :

Customers make purchases in order to satisfy needs. Some of these needs are basic
and must be filled by everyone on the planet (e.g., food, shelter) while others are not required
for basic survival and vary depending on the person. It probably makes more sense to classify
needs that are not a necessity as wants or desires. In fact, in many countries where the
standard of living is very high, a large portion of the population’s income is spent on wants
and desires rather than on basic needs.
For example, in planning for a family vacation the mother may make the hotel reservations
but others in the family may have input on the hotel choice. Similarly, a father may purchase
snacks at the grocery store but his young child may be the one who selected it from the store
shelf. So understanding consumer purchase behavior involves not only understanding how
decisions are made but also understanding the dynamics that influence purchases

3.1..TYPES OF CONSUMER PURCHASE BEHAVIOUR

Consumers are faced with purchase decisions nearly every day. But not all decisions are
treated the same. Some decisions are more complex than others and thus require more effort
by the consumer. Other decisions are fairly routine and require little effort . In general,
consumers face four types of purchase decisions:

· Minor New Purchase – these purchases represent something new to a consumer but in the
customer’s mind is not a very important purchase in terms of need, money or other reason
(e.g., status within a group).

· Minor Re-Purchase – these are the most routine of all purchases and often the
consumer returns to purchase the same product without giving much thought to
other product options (i.e., consumer is brand loyalty).

· Major New Purchase – these purchases are the most difficult of all purchases
because the product being purchased is important to the consumer but the
consumer has little or no previous experience making these decisions. The
consumer’s lack of confidence in making this type of decision often (but not
always) requires the consumer to engage in an extensive decision-making process..

· Major Re-Purchase - these purchase decisions are also important to the consumer but the
consumer feels confident in making these decisions since they have previous experience
purchasing the product

For marketers it is important to understand how consumers treat the purchase decisions
they face. If a company is targeting customers who feel a purchase decision is difficult (i.e.,
Major New Purchase), their marketing strategy may vary greatly from a company targeting
customers who view the purchase decision as routine. In fact, the same company may face
both situations at the same time; for some the product is new, while other customers see the
purchase as routine. The implication of buying behavior for marketers is that different buying
situations require different marketing efforts

“Nothing is more difficult and therefore, more precious, than to be able to decide is
quoted to be the words of Napoleon. This is amply true in the case of consumer too. It is for
this reason that the marketers are bound to have a full knowledge of the consumer – buying
decision process.
However it should be remembered that the actual act of purchasing is only one stage in the
process and the process is initiated at the several stages prior to the actual purchase. Secondly
even though we find that purchase is one of the final links in the chain of process, not all
decision processes lead to purchase. The individual consumer may terminate the process
during any stage. Finally not all consumer decisions always include all stages. Persons
engaged in extensive decision making usually employ all stages of this decision process.
Where as those engaged in limited decisions making and routine response behaviour may
omit some stages. The consumer decision process is composed of two parts, the process itself
and the factors affecting the process.
A survey conducted by the marketing team of shoppers stop Ltd. Reveals the
psychography of the modern shopper.
Accordingly the survey classifies customers in to the four segments namely
· Convenience Shoppers
· Value Shoppers
· Image Shoppers
· Experience Shoppers

Convenience shoppers for instance ,are people who consume relatively less amount of
time while shopping. Also they look out for the width and depth of the range they purchase
and conduct their annual shopping at one shot.

Value Shoppers always hunt for value for money ; Prefer quality reassurance and
benchmark offerings among other related attributes.
 Image Shoppers are fashion- conscious and look out for the latest trends and labels. On
the other hand , Experience Shoppers are attentive and prefer personalized services look out
for the right ambience, prefer giving personal advice on clothing at the time of purchase , and
prefer not to buy at one sold.
S
3.2..Cultural factors Influencing Consumer Behaviour

Cultures, which only goes on to make the marketer's job tougher. Some of the few cultural
factors that influence buyer behaviour are:

1. Product (colour, size, design, and shape)

There are many examples that support this point. A good example would be Philips
audio systems. Urban Karur city looks at technology with the viewpoint of „the smaller the
better‟. However, in rural Karur city, the viewpoint is totally opposite. That is the main
reason for the large acceptance of big audio systems. Thus Philips makes audio systems,
which are big in size and get accepted in rural TRICHY city by their sheer size.

2. Social practices
There are so many different cultures, and each culture exhibits different social practices. For
example, in a few villages they have common bath areas. Villagers used to buy one Lifebuoy cake
and cut it into smaller bars. This helped lifebuoy to introduce smaller 75-gram soap bars, which
could be used individually.
customer satisfaction

Meaning:

The satisfaction level is a function of the difference between perceived performance and
expectations.

A customer could experience one of three board levels of satisfaction.

 If the performance falls short of expectations, the customer is dissatisfied.

 If the performance matches the expectations, the customer is satisfied.

 If the performance exceeds expectations, the customer is highly satisfied, pleased or

delighted.

Expectations are formed on the basis of the buyer’s past buying experience, statements
made by friends and associates and marketer and competitor information and promises.
Customer satisfaction

A business term is a measure of how products and services supplied by a company meet
or surpass customer expectation. It is seen as a key performance indicator within business and
is part of the four perspective of a balanced scorecard.

In a competitive marketplace where business competes for customers, customer

satisfaction is seen as a key differentiator and increasingly has been become a key element of
business strategy.

Definition

According to Philip Kotler,

“Satisfaction is the level of a person’s felt state resulting from comparing a product’s
perceived performance (or outcome) in relation to the person’s expectations”.

Some of today’s most successful companies are raising expectations and delivery
performance to match. These companies are aiming for TCS Total customer satisfaction.

Marketing concepts and tools

For customer – centered companies customers satisfaction is both a goal and a marketing
tool. Companies that achieve high customer satisfaction ratings make sure that their target
market knows it.

The customer –centered firm seeks to create high customer satisfaction, it is not out to
maximize customer satisfaction.

 First the company can increase customer satisfaction by 10 wearing it’s price or
increasing its services, but this may result in lower profits.
  Second the company might be able to increase it’s profitability in other ways , such as
by improving it’s, manufacturing or investing more in R& D.

 Third, the company has many stakeholders including employees, dealers, suppliers
and stockholders spending more to increase customer satisfaction would divert funds
from increasing the satisfaction of other ‘partners’.

Measuring Customer satisfaction

Organization are increasingly interested in retaining existing customers while

targeting non-customers; Measuring customer satisfaction provides an indication of how
successful the organization is at providing products and services to the market place.

Customer satisfaction is an ambiguous and abstract concept and the actual

manifestation of the state of satisfaction will vary from person to person and product /service
to product/services. The state of satisfaction depends on a number of both psychological and
physical variables which correlate with satisfaction behaviors such as return and
recommended rate. The level of satisfaction can also vary depending on other options the
customer may have and other products against which the customer can compare the
organizations’ products.

Because satisfaction is basically a psychological state, care should be taken in the effort
of quantitative measurement, although a large quantity of research in this area has recently
been developed. Work done by Berry, Brodeur between 1990 and 1998 defined ten ‘Quality
Values’ which influence satisfaction behavior, further expanded by Berry in 2002 and known
as the ten domains of satisfaction. These ten domains of satisfaction include: Quality, value,
Timeliness, efficiency, Ease of access, Environment, Inter-departmental Team work, Front
line services Behaviors, Commitment to the customer and innovation. These factors are
emphasized for continuous improvement and organizational change measurement and are
most often utilize to develop the architecture for satisfaction measurement as an integrated
model. Work done by Parasuraman, Zeithaml and Berry between 1985 and 1988 provides the
basis for the measurement of customer satisfaction with a service by using the gap between
the customer’s expectation of performance and their perceived experience of performance.
This provides the measurer with a satisfaction “gap” which is objective and quantitative in
nature. Work done by Cronin and Taylor propose the “confirmation / disconfirmation”
theory of combining the “gap” described by Parasuraman, Zeithaml and Barry as two
different measures (perception and expectation of performance) into a single measurement of
performance according to expectation. According to Garbrand, customer satisfaction equals
perception of performance divided by expectation of performance.

The usual measures of customer satisfaction involve a survey with a set of statements
using a Likert Technique or scale. The customer is asked to evaluate each statement and in
term of their perception and expectation of the performance of the organization being
measured.

Methods of tracking and measuring customer satisfaction

Companies use the some methods to measure how much customer satisfaction they are
creating. This is illustrated in chart 1.1
 Chart 1.1

Methods of measuring customer satisfaction

Complaint
and
suggestion
system

Customer
satisfaction
survey

Methods of
measuring
customer
satisfaction

Ghost

Shopping
Lost
customer
Analysis
Complaint and suggestion systems

A customer –centered organization would make it easy for it’s customers to deliver
suggestions and complaints.

Many restaurants and hotels provide forms for guest to report their likes and dislikes.

A hospital could place suggestion boxes in the corridors, supply comment cards to existing
patients, and hire a patient advocate to handle patient grievances.

These information flows provide these companies with many good ideas and enable them to
act more rapidly to resolve problems

Customer satisfaction surveys

A company may not conclude that it can get a full picture of customer satisfaction &
dissatisfaction by simply running a complaint and suggestion system.

Customer may feel that their complains are minor, or that they will be made to feel stupid, or
that no remedy will be offered.

Therefore, companies cannot use complaint levels as a measure of customer satisfaction.

Responsive companies obtain a direct measure of customer satisfaction by conducting
periodic surveys.

They send questionnaires or make telephone calls to a random sample of their recent
customers to find out how they feel about various aspect of the company’s performance.
Ghost shopping

Another useful way to gather a picture of customer satisfaction is to hire persons to pose a
potential buyers to report their findings on strong and wear points they experienced in buying
the company’s and competitors products.

These ghost shoppers can even passé certain problem to test whether the company’s sales
personnel handle the situation well. Thus a ghost shopper can complain about a restaurant’s
food to test how the restaurants handle this complaint.

Lost customer Analysis

Companies should contact customers who have stopped buying or who have switched to
another supplier to learn why this happened. When IBM loses a customer, they mount a
through effort to learn where they failed is their price too high, their service deficient, their
products unreliable and so on.

Not only it is important to conduct exit interviews but also to monitor the customer loss rate,
which, if it is increasing clearly indicate that the company is failing to satisfy its customers.

Some cautions in measuring customer satisfaction

When customers rate their satisfaction with an element of the company’s performance, say
delivery, we nee to recognize that customers will vary in how they define good delivery it
could mean early delivery, on time delivery, order completeness and so on.

Companies should also note that managers and sales persons can manipulate their ratings on
customer satisfaction. They can be especially nice to customers just before the survey. They
can also try to exclude unhappy customers from being included in the survey.

One danger is that if customers know that if customers know that the company will go out of
its way to please customers, some customers may want to express high dissatisfaction (even
if satisfied ) in order to receive more concessions.
Way for building customer satisfaction

After measuring the customer satisfaction, company takes necessary steps to increase
customer satisfaction, or satisfy the customers, if there is any dissatisfaction.

The following are the ways followed by the company to satisfy customers.

 Increase the quality

 Increase the service
 Value of product
 Lower price etc.

Conclusion

A company, survival in the market, it is necessary that the company’s product or service to
satisfy customer needs & wants. The basic purpose of the business is create & retain the
customers; it is possible through satisfaction of customers.

1.2 STATEMENT OF THE PROBLEM:

Aavin TRICHY union plays a vital role in marketing. The success of the Milk
and dairy products depends not only, the marketing but also the customers behavior pattern
towards their product. To have better marketing the union needs a maximum inspiration from
the customer side. If marketing is done without the execution of customer, it cannot run
success fully for a long period of time. So an analytical study is conducted based on customer
satisfied with regard to market the milk and it by product.
1.1 REVIEW OF LITERATURE

. Review of literature is one of the core activities involved in research study, which
forms the basic foundation on which further study can be conducted. it facilities the
researcher to understand and familiarize with the basic concept on the subject. A literature
review is an account of what has been published on a topic by accredited scholar and
researcher. The following review of literature collected from various sources.

Mrs. M.L. Kamaeswari (The Indian Journal Marketing – Oct - 2009) has expressed
that, industrialization has bought vast changes in the automobile industry, because and
development of any area requires appropriate transportation facilities, automobile industry in
one of the fastest growing sectors in our country. The rapid growth of middle class section is
the primary reason for the growth of two – wheeler industry people in rural and semi urban
areas are trying to devote their life style and people in metropolitan cities are completely
disappointed with the public transport system. Indian is the third largest manufacture and
second largest consumer of two-wheeler in the world. It has been achieved due to variety of
reason like restrictive policy of the government of Indian and rising demand for personal
transport.

Dr. Senthilkumar , department of business management, Indian automobile, in his

research study 2009, found that competitive hostility, supplier, “power” and market
turbulence relationship appreciate the role of public private partnership as win –win situation
for private entities government an individual consumers. In recent we saw two-wheeler
manufacture like bikes focus being on the domestic market and then on exports. There are
signs of becoming a developed nation and this will increase the energy need if the country
even more.

Mr. Senthil Kumar department of research scholar in Indian council for market
research, ICMR conducted a study and published in the journal of marketing,2009,to
understanding the buying behavior or towards vehicle that are being aggressively marketed
by companies. The objective of the study was to understand the growing awareness of
products. It was interesting to note that respondent agree to have a change in buying behavior
depending upon the product being stated as a green.
 Mrs. M.L. Kamaeswari (The Karur city Journal Marketing – Oct - 2009) has
expressed that, industrialization has bought vast changes in the automobile industry, because
and development of any area requires appropriate transportation facilities, automobile
industry in one of the fastest growing sectors in our country. The rapid growth of middle
class section is the primary reason for the growth of two – wheeler industry people in rural
and semi urban areas are trying to devote their life style and people in metropolitan cities are
completely disappointed with the public transport system. Karur city is the third largest
manufacture and second largest consumer of two-wheeler in the world. It has been achieved
due to variety of reason like restrictive policy of the government of Karur city and rising
demand for personal transport.

Dr. Senthilkumar , department of business management, Karur city automobile, in

his research study 2009, found that competitive hostility, supplier, “power” and market
turbulence relationship appreciate the role of public private partnership as win –win situation
for private entities government an individual consumers. In recent we saw two-wheeler
manufacture like bikes focus being on the domestic market and then on exports. There are
signs of becoming a developed nation and this will increase the energy need if the country
even more.

Mr. Senthil Kumar department of research scholar in Karur city council for market
research, ICMR conducted a study and published in the journal of marketing,2009,to
understanding the buying behavior or towards vehicle that are being aggressively marketed
by companies. The objective of the study was to understand the growing awareness of
products. It was interesting to note that respondent agree to have a change in buying behavior
depending upon the product being stated as a green.

Dr.Renuka Sharma , Dr. Kiran Mehta and Shashank Sharma (2014) conducted a study
on “Understanding online shopping behaviour of Karur city shoppers” Although results
obtained through data analysis has given clear indication of Increasing significance of online
stores in the life of Karur city people. The e-stores are frequently visited by the shoppers. The
ease and convenience provided by these stores for 24x7 has made very easy shopping for
consumers worldwide. The analysis has documented that the Karur city customers are also
getting addicted to the online shopping and they do like various features of online shopping
as by rest of the world. But the statistics available has shown that Karur city market is still
not a fully developed market for e-tail stores. There is huge scope of web-stores in various
areas and in almost all the segments. The young population is the biggest attraction of this
industry and they may contribute substantially to the growth of online shopping in Karur city.
The majority of internet users are youngsters, the majority of goods and services demanded
are related to only this segment. Considering the empirical evidences of the present study it
can be concluded that:

Preeti Khitoliya (2014) conducted research Paper on “Customers Attitude and perception
towards online shopping” . research results unveiled that 47% respondent shop online
frequently followed by 30% who shop online seldom and 23% respondent had never tried it
which suggests that online shopping is relatively less popular in Karur city. Male and female
respondent had shown similar trend in online shopping behaviour. Majority of the respondent
in all age group shop online for convenience followed by wide variety and discount deal and
least under peer influence. This clarified that respondents’ prime motive for online shopping
is convenience and wide variety. Observation of the figures revealed that disclosure of
personal cr.card and dr.card information is the biggest concern in online shopping and the
second most concern is that troubles the respondents is the misrepresentations on web by the
e-tailer. Many respondents found that the quality, size and the colour of the product differ
from what they claim to posses and displayed on website.

Jongeun Kim (2004) “ Understanding consumers shopping and purchasing behaviours” his
conclusion states that despite the remarkable growth in internet sales, there is evidence to
suggest that there are many consumers shopping with intent to buy at retail web sites who of
some reason do not complete the transaction. The purpose of this study was to examine those
individuals that completed an Internet purchase and to compare them to those who just shop
and brows. The study examined four consumer groups, non-web shoppers, web store visitors
with no intention of purchasing, internet browsers with an intention to purchase and internet
buyers.

Adil bashir (2013) examined “Consumer behaviour towards online shopping of electronics
in Pakistan” this study was accomplished to determine the consumer behaviour in Pakistan
towards online shopping for electronic products. Online shopping is increasing in Pakistan
but acceleration of online shopping is not as rapid as compared to other Developed countries
like USA and UK. In research, online consumer behaviour theories applied named as goal
oriented online buyer and experimental motives of online shopping and highlighted into
consumer characteristics, online consumer behaviour, factor predicting online shopping and
consumer mindset in online shopping. TAM (Technology Acceptance Model) and TRM
(Theory of Reasoned Action) identifies factors such as internal beliefs, attitudes, and
intention for online shopping; study revealed that online shopping is mostly influenced by
social network/circles and personal experience. The online shopping is getting popular among
the young generation as they feel it more comfortable, time saving and convenient. It is
analyzed from the survey that when a consumer makes a mind to purchase online electronic
goods he or she is affected by multiple factors.

Zia ul Haq Researched on Perception Towards online shopping: An Empirical study of

Karur city Customers” who’s result shows that the perception of online shoppers is
independent of their age and gender but not independent of their qualification & gender and
income & gender The analytical results of our study further indicate relationships between
consumers’ Perceptions of the factors that influence their intention to buy through online.
More specifically, consumers’ perceptions of the customer service, commitment and web
security of online purchasing exhibit significant relationships with their online buying
intention.Web security has received the most consistent support as factors that influence
online buying. Marketers need to realize that the online marketing environment affects the
way consumers view and develop relationships. In this context, to add value to the online
shopping experience and to build relationships, web security is everything.

Narges delafrooz, Laily hj. Paim and Ali khatibi done the research on “Students’ online
shopping behaviour “ who’s results shows that utilitarian orientations, convenience, price and
wider selection are important determinants of users’ attitude toward online shopping. The
findings of the study imply that students are looking for more convenience (time and money
saving), cheaper prices and wider selection when they shop online, making them as the
dominant factors that motivate consumers to shop online. On the other hand, there were not
significant relationship between users’ attitude toward online shopping and homepage,
customer service, and fun. This may be due to the low level of involvement of the young
consumers who have experience in online shopping (only 4.2 % buy through online
regularly), In addition, a lower price is the main reason online shoppers tend to purchase
through internet because of competitive pressure, especially from new online retailers using
price as a main competitive weapon to attract customers.
MD. Ashraful Haque Nabil studied on “Consumer Behaviour in the tablet computer market
in Moscow” and this conclusion is that Russia is one of the fastest growing markets in the
world economy. Being the central business hub of the country Moscow plays vital role in
Russian business. Understanding the consumer behaviour in market in any certain region is
very important in order to sell any product properly. Companies making business in tablet
computer market in Moscow act according to the consumer behaviour of the market which is
will also apply for any new company interested in the similar market. The results of this
study show that tablet computers are very popular technological products among most of the
respondents. This finding is very straight forward among young and middle aged consumers.
People buy tablets based on their budget, preferences, requirements, brand choosing criteria,
age and profession. It indicates the common features of consumer buying behaviour in
Russian tablet market within Moscow region.

OBJECTIVES OF THE STUDY

 To know the medium that plays an important role in purchasing the Aavin Milk

 To analyze the factors that influences the consumer buying decision.

 To ascertain the satisfaction level of Aavin Milk

 To study the problems faced by consumer.

 To offer suitable suggestions to improve the satisfaction of the consumer.

2.3 SCOPE OF THE STUDY

 The main scope of the study is restricted to the city.

 This study has been made to find the level of satisfaction the customer has regarding

the service provider by `Aavin Milk place at TRICHY CITY.

 The study was aimed at measuring the promotional activities level towards customer

preference in AavinMilk through well designed questionnaire.

 The study may help the company to device new strategies.

 The study will also help the company to know about the demographics of the

customers and their respective choices for products.

 To know the customer’s view and factors related to preference that attracts them to
purchase from milk

The male in TRICHY city culture has always been given the designation of key
decision maker. For example, the Mukhiya‟s opinion (Head of the village), in most cases, is
shared with the rest of the village. Even in a house the male head is the final decision maker.
In rural areas, this trend is very prominent.
RESEARCH METHODOLOGY

Introduction

Research methodology may be understood as a science of studying how research done

scientifically. It is a way to systematically adopted by a researcher in studying his/her
research problem along with logic behind him. For a meaningful and systematic analysis of
the study is indispensable. Thus rendering solution to the problem identified.

2.4.1 Research design

A research design is the detailed blue print used to guide a research study towards its
objectives. It helps to collect, measure and analysis of data.
The present study seeks to find out the consumers attitude towards buying of bike.
The study also aims at findings out the drawbacks of the marketing set up of Honda. So this
makes the study a descriptive one.

Type of Research
The study undertaken is of ―Descriptive Research in nature.Descriptive research is
also called Statistical Research. The main goal of this type of research is to describe the data
and characteristics about what is being studied. The idea behind this type of research is to
study frequencies, averages, and other statistical calculations.

Nature of Research
The study is ―quantitative in nature. It is structured, standardized, question based interview.

Sources of Data
Primary Source
The Primary source of collecting data for research is:Questionnaire filled by the customers of
Aavin milk.
Primary Data of Collection
Research Technique
In this study the ―survey method is used as a research technique. This method helps
to obtain right information from respondents.

Contact Method
In this study ―Personal Exit interview it is taken as a tool for the contact method. In
which the personal interview is conducted with customers of Westside.
Secondary Source
In this study the secondary data is collected from the following sources.
1. Company‘s website
2. Reports of Company
3. Discussion with marketing and sales staff
4. Books on Marketing and Research methodology

Sampling plan

Sampling is a process of obtaining. The information about the entire population by

examine a part of it .The effectiveness of the research depends on the sample size selected for
the survey purpose.

Sampling Unit

It means ―Who is to be surveyed. Here target population is decided and it is who are
interested to purchase ―. So the survey is conducted particularly in TRICHY CITY.

Sample size
For the purpose of proper survey, there is need of perfect research instruments to find
out sample size for more accurate result about buying behavior of MILK. The sample size is
80 respondents.

Sample Element
The sample element of research is customer of Aavin milk.
Sample Extent
The sample extent is limited to TRICHY CITY
.
Sampling Procedure
The sampling procedure followed is convenience.

2.5 TOOLS ANALYSIS

Two structured questionnaires were designed as tool for primary data collection. The

questionnaire comprised of both close and open ended question. Each questionnaire

shows the demographic characteristics of individuals consumers and as well as

retailers

Pre-Test of Questionnaire

Questionnaire was pre-tested among a small group of consumers / retailers to asses its

validity and then the necessary changes were made.

Method of Contact

The respondents were interviewed by help of a questionnaire through personal

interview method.

FIELD WORK

The area of field work was restricted to TRICHY CITY . The individuals were

targeted based on area or location and enough time was spend with the respondents to

take a proper response.

STATISTICAL TECHNIQUE

Bar Chart

Pie char

STATISTICAL TOOL
Statistical software = SPSS 16.0 Excel

2.7 LIMITATIONS OF THE STUDY

The following were the main limitations of the study :-

 Most of the respondents were either busy or were unable to respond properly to

the given questionnaire.

 Time was the main constraint for the present study.

 The respondent’s response to the given questionnaire was sometime biased and

the study was based on the assumptions that the information provided is

correct.

 The sample was restricted to only 50 due to the limited time. This may be very

small compare to total universe. So the study also suffers with the limitations

of the generalizing the result .

1.4.6 NEED FOR THE STUDY:

Customers consider various factors for purchasing of bikesnacks in M2me company.
The factors they consider are based on certain demographic variables such as income, age,
occupation etc. It also depends on attributes and life Performance of the customer buying
behaviour becomes essential to get a competitive edge.
1.4.7 LIMITATIONS OF THE STUDY

 The time period for carrying out the research was short as a result of which many
facts have been left unexplored.
 Lack of time and other resources as it was not possible to conduct survey at large
level.
 While collection of the data many consumers were unwilling to fill the questionnaire.
Respondents were having a feeling of wastage of time for them.
 The Accuracy Of The Answers Depends Upon The Mode Of Interest Of
Respondents.
CHAPTER-II

1.2 INTRODUCTION ABOUT THE INDUSTRY

Dairy is a place where handling of milk and milk products is done and technology
refers to the application of scientific knowledge for practical purposes. Dairy technology has
been defined as that branch of dairy science, which deals with the processing of milk and the
manufacture of milk products on an industrial scale.

The dairy sector in the India has shown remarkable development in the past decade and India
has now become one of the largest producers of milk and value-added milk products in the
world.

The dairy sector has developed through co-operatives in many parts of the State.
During 1997-98, the State had 60 milk processing plants with an aggregate processing
capacity of 5.8 million litres per day. In addition to these processing plants, 123 Government
and 33 co-operatives milk chilling centers operate in the State.

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
greater emphasis on the processed foods sector and also by increase in the conversion of milk
into milk products. By 2005, the value of Indian dairy produce is expected to be Rs 10,00,000
million. Presently the market is valued at around Rs7,00,000 mn.
Milk Production from 1950 to 2020

1950 – 17 million tonnes

1996 – 70.8 million tonnes

1997 – 74.3 million tonnes

(Projected) 2020 – 240 million tonnes

Expected to reach- 220 to 250 mt – 2020

India contributes to world milk production rise from 12-15 % & it will increase up to 30-35%
(year 2020)

World's Major Milk Producers (Million MTs)

2002-03 2003-04 (Approx.)

Country
India 81 84.5
Brazil 75 77
Russia 34 33
Germany 27 27
France 24 24
Pakistan 21 22
USA 71 71
UK 14 14
Ukraine 15 14
Poland 12 12
New Zealand 11 12
Netherlands 11 11
Italy 10 10
Australia 9 10
History of the organization:
In 1976 TRICHY milk project was established by the Government of
Tamilnadu with financial assistant from UNICEFF TRICHY dairy is equipped
with plant & machinery provided by the UNICEFF & NEW ZEALAND
FREEDOM FROM THE HUNGER campaign committee New Zealand
branches were Madurai, Delhi, Kolkata, Hyderabad again in 1974 Name was
changed. It was called Tamilnadu Dairy Development Corporation. In 1983
Name was MDC MPU. In 1947 the dairy development activities were taken
over under operation flood phase at programmer by the Tamilnadu Dairy
Development Corporation limited.

India is pre dominantly an agrarian economy with more than

75% of the population in village, depending on Agricultural animal
husbandry and quilted activities for their livelihood . Among many live stock
enterprises during is the most ancient occupation established in the rural setting
of our country. Dairy sector contributes significantly in generating
employment opportunities and supplementing The income of small and
marginal farmers and landless labor of rural India, the dairy sector occupies and
Impotent position in the Agricultural economy of India as Milk is the second
largest Agricultural commodity contributing to the GNP , next only to rice ,The
share of Agricultural output to the total GDP, has been one The declining trend
the share of live stock output to Agricultural has been Increasing and now in
accounts for 25% of Agricultural output Milk alone contributors the union is
now Marketing around 2,10,000, litters of Milk average per day.
Nature of the organization:
The nature of TRICHY Aavin is to collect milk from the
societies and it was processed and supplied to the public through booths and
depose.

Location of the organization:

TRICHY district co-operative milk producers union limited is
located in the heart of the TRICHY CITY. It also known as Temple City.

Structure of the organization:

Aavin has a three ties structure namely

State level - Federation

District level - Union

Village level - Society

State Level Federation:

The Apex of this organization is situated in state level and
it is known as federation that is Tamil Nadu co-operative milk
producers federation limited (TCMPF) This federation frames policies
for producers and finalists the prices for all products in Tamil Nadu.

District Level Union:

The organization of the district level is known as district union.
The district level union which operator/function is known as MDCMPU. Here
milk received from societies are chilled processed and supplied to public
through tankers and booths.

Village level society:

The organization is village level is known as milk producer’s co-
operative society. It constitutes members who own milk animals supplying milk
to society at village level. Deputy registers the village level societies.
Functions of these society:
1. Milk purchased from the milk producers on the basis Quality.

2. Price fixing for the milk based on Quality of FAT & SNF.

3. Better Quality Milk, Better higher the price.

Benefits:
1. Remunerative price is given to them.

2. Bonus will be given to them if they earn any additiona profit.

3. All animals’ health coverage two producer measure

regularly.

4. Arranging milk animal loans two the members to increase cattle

population and generate income to the agricultural formers as

subsidiary units.

PRODUCTION DEPARTMENT

Production process is reasonable for producing goods & service in desires

quantities and have develop rapidly both in size and quantity. In present era of
cut thread competition at various silages of operation enterprise should produce
good & service keeping into consideration the requirements and satisfaction of
the customer and buyer. To meet the objectives the role of production manager
in an enterprise is the most important.

This production department includes procurement and input using milk

processing process and maintenance department quality control department
stores using and transport using.

Process and maintenance:

The milk is arrived from various dairy co-operative societies bound to
have various degree of temperature (5c chill) to stop the bacteria affection.
 The raw milk is arrived stored in silos while processing stored milk is
processed through pasteurization plant. In TRICHY Aavin the pasteurization is
done in HTST (High Temperature Short Time) method.

During pasteurization the milk is suddenly heated to 71c for 15 seconds

and chilled to 5c during this heat exchange process that entire pathogenic
organism are destroyed (DISCUSS Produced Organism) thereby makes the milk
fit for consumption of human being. The processed milk is stored in the storage
tank. The produced storage tank the milk is taken through pipe lines to the pre-
pack machine for scheduling. The sachet is kept in the milk cooled room at 5c
to6c until its dispatch.

Steps in processing of Aavin Milk:

The milk supplied by Aavin is highly processed by using the techniques
of the scientist “Louis Pasteur”. There are four steps followed in processing of
milk at Aavin are as follows,

1. Chilling

2. Standardization

3. Homogenization

4. Pasteurization

Chilling:
The first step in processing of milk in Aavin is “Chilling of raw Milk”.
To increase the life of the milk & to check the growth of micro organisms that
might be present in the milk and to arrest further deterioration in quality of raw
milk. The freshly drawn raw milk has been chilled to 5c and below. It also had
at that temperature until the milk is processed.

Standardization:
The second step in processing of Aavin milk is standardization of milk.
Standardization of milk refers or lowering of factor solid not-fat percentages of
milk desired value societies as to confirm to the legal and other requirement
prescribed.

Homogenization:
The third step in milk processing in Aavin is homogenization of milk.
Homogenization means the fat globules in the milk are thereby sub-divided into
smaller particles of more uniform size. After the supply is done, the fat cannot
be separated from the homogenized milk.

Need for homogenization:

As it is difficult to exercise strict supervision on overall milk supplies, it
becomes necessary to pasteurize milk to make it safe for human consumption
mycobacterium, tuberculosis chosen as the index organism for pasteurization.
Any important of nutritive value is of the slightest extent behind standardizing
milk is equitable distribution of nutrition of nutrious milk to the consumers
while keeping to the international level of fat percentage.

Pasteurization:
The term pasteurization has been coined after the name of Louis Pasteur
of France who 1960 demonstrated that heating wine to kill the spoilage
organisms and helped in this preservation. The application of his process gave
rise to the new term pasteurization.

Technique at the Dairy:

The techniques used in Aavin dairy are high temperature short time
method of pasteurization. This is used, invariable where large volume of milk in
handled. The HTST pasteurizers give a continuous flow of milk. This heated to
71c for 15 seconds and promptly cooled at 5c.
Functions of process and maintenance section:

 To supervise all the subdivision of dairy sector concerning with skimming

of milk its maintenance and also production of
Milk Powder, Ghee, Butter, Milk Beda.

 To maintain the accounting recording the usage of milk as also the supply
of milk which comes in & goes out of the dairy respectively.

 To maintain all the machineries of dairy sector.

 To plan for the preparation of products depending on the level of surplus

milk.

 To taking up total responsibility regarding on duties of the working hours.

BUTTER PLANT

Butter storing

Chan

Packaging

Freezing

Storing

Ghee Packing

Ghee Packing

Ghee Packing
 TYPES OF MILK
Aavin offers four types of Milk. They are follows.

Standard Milk
Premium Milk
Toned Milk
Full cream Milk

Standardized Milk:
Standardised Milk has 4.5% fat and 8.5% solid not fat. The price
of standardized Milk is RS.16 per litre. This consumed by large number of
consumer and customers.

Premium Milk:
Premium milk has 4.0 fat 9.0% solid not fat and the price of milk is
RS.17per litre and next to standarised milk it is preferred by most of the people.

Toned Milk:
Toned milk has 3.085 fat 8.5% solid not fat. The price of toned
milk is RS.14 per liter. It very little number of people prefers this toned milk.

Full Cream Milk:

Full cream milk has 6.090 fat and solid not fat the price of full
cream milk is RS.18 per liter. It is mainly used for hotel, tea shops, function etc.
S.NO TYPES OF MILK FAT SNF PACKING CARD PRICE
% % SIZE RETAIN (RS)
IN
(RS)
1. TONED MILK 3.0 8.5 500ML _ = 8,15

2. STANDARISED 4.5 8.5 250ML _ =5,00

MILK

STANDARISED 4.5 8.5 500ML =9,25 =10,00

MILK
3. PREMIUM 4.5 9.0 500ML =9,75 =10,50
MILK

PREMIUM 4.5 9.0 1000ML _ =21,00

MILK

4. CURD 1.5 9.0 250ML _ =6,00

5. BUTTER MILK 0.75 4.5 200ML _ =3,00

6. ROSE MILK 1.5 9.0 250ML _ =6,00

7. HOT MILK TO 4.5 8.5 1LITER _ =48,00

POWDER 125ML
(8CUPSPER/1LIT)
8. CURD IN CARD 1.5 9.0 1LITER _ =24,00

9. SPECIAL CASH PRICE (RS) =0,50

ODRDER

ON PER WITH CASR PRICE

 (ALL TYPE OF
MILK)

10. FOR BULK

CONSUMER
AND
INSTITUTION
11. GOVT. CASH PRICE+(RS)=0,50
INSTITUTION
AVAILING
CREDIT
FACILITIES
12. FULL CREAM 6.0 9.0 1LITER _ =22,00
MILK
MARKETING DEPARTMENT:

Marketing department is the brain of the organization normally

marketing is typically seen as the task of creating, promoting and delivering
goods and service, to consumers and business. In simple words It is ‘’art of
selling products’’ in the market in Aavin cards sales are carried out in the zonal
officers. There are dropping points, one parlous run by self help group two
parlors and 160 retailers are available. The organization pays commission to the
dept owners.

Main office indent section is sending the consolidated indent for

each department. The indent section will provide route wise supply schedule
and send to dairy for dispatch of milk and others service. They will supply milk
to the routes according to the schedule. Amount are collected everyday is
remitted to the bank.

The zonal officers conducts regular inspection to the depots to arrest

liking of price and is regular activities of the depot owners and grievances if the
depot man card supply is only to standard milk and premium milk.

The Aavin has five zonal officers with refer to dispatch of Milk and
Milk production ‘’cash and carry basis’’ collected the amount of checking them.
In addition that institution like Hospitals, Hostel College hostel Aavin supplying
the milk in credit basis for which Aavin arising the weekly bills which is being
closely the weekly bill. Which is being closely monitored by marketing
accounts a section.
 MARKETING DEPARTMENT

GENERAL MANAGER

MARKETING MANAGER

ASST MANAGER (MKG)

ANNA NAGAR AARAPPALAYAM PALANGANATHA BIBIKULAM EAST CENTRAL

M

SUPERIDENDANT SUPERIDENDANT SUPERIDENDANT SUPERIDENDANT SUPERIDENDANT

CASHIER CASHIER CASHIER CASHIER CASHIER

MAZDOORS MAZDOORS MAZDOORS MAZDOORS MAZDOORS

WATCHMAN WATCHMAN WATCHMAN WATCHMAN WATCHMAN

Product Supply:
Whole sale dealers and federation union raising the bills in the
section every month taking the sales accounts with refers to supplying made
from main dairy to for partier (Bath milk and products).

Procurement and Inputs:

TRICHY DISTRICT CO-OPERATIVE Milk producers Madurai
and Theni Revenue district. In both district 824 milk producers.

Co-operative from the above societies about 245000 liters of milk

is produced per day. Which is processed and sold sales per day is 180000 liters
remaining. IT is coveted in to Butter powder flavored milk, card and milk
collection routes in both districts.

We are operation the milk collecting route in both evening and

working from the milk Theni we called our milk chilling center the milk
collected from the rural in Theni area chilled and transported to the main dairy
at TRICHY.

In the input wing we are giving animal health coverage artificial

insemination measures for animals. We are helping the formers for cultivation
of green fodders. We are also supplying cattle feed to the formers at reasonable
price.

The milk cost payment to the producers this made for every 10
days. The milk cost paid to the producers in more attractive than any other
institution involved in milk business. Milk cost payment in up to date 10 days
pending for accounting process.
The Main Function of Marketing Department:
Analyze the sales report periodically and comes a lot with plans to
increase the sales.
Arrange by product sales in local and other states.
Investigate and allocate the depots and parlors.
Arranging vehicle cover local areas.
Responsibility regarding sales of milk and it’s by products.
Advertise the products of the union.
To solve the customers grievance.
Canvass the Pertly shops, Grocery shops and Department stores to
from them as retailers, whole sellers and free retail outlets,
Canvass the institution to buy bulk of milk concession at rate.

INTENT SECCTION:
Getting information from all the zonal officers through disk
regarding
the quality of milk needed for distribution.
Sending the details regarding the quality of milk required by
category wise to the production establishment.
Issuing gate pass to the incoming and outgoing loaded vehicle.
Maintaining accounts that deals with the intent quantity and sales
quantity of milk include the special order milk and supplying the
milk according to their routes.
ZONAL OFFICERS:
They are 8 zonal officers for marketing activates 5 zonal officers
situated near the city

North zone
SOUTH zone
TRICHY CENTERAL zone
Central zone
LALGUDI zone

FUNCTION OF ZONAL OFFICERS:

Cash collection from concessionaries and retailers according to the
intent.
Card sales throughout the month in different dates regarding to the
requirement of the customers.
Cash remittance in bank and maintenance of accounts.
Supervising the depots under their contract.
Door step activities of card sales have been done area wise in the
zone twice in the month.
Spat sales of the cards in the Government Organization.
Solving the problem regarding the concessionaries By-products.
The surplus milk other than need for market sales is separated into
cream and milk.
The cream is converted as Butter, Ghee, Milk Beda,Curd and Butter
Milk.
The skim milk is converted as milk provider.It is kept under storage
for further usage, up country marketing sales through depots.
CHAPTER-III
Table 3. 1

DEMOGRAPHIC PROFILE
It includes personal information about the customers of milk in Aavin milk Limited. It
contains the details regarding their age, education qualification, occupation etc., it helps to
understand the general background of the customers.
Age

Age is an important factor to understand the perception of customers towards a

particular brand of Aavin milk products.

Age Group of customers

S.NO AGE NO OF RESPONDENTS PERCENTAGE
1 21-26 YEARS 30 37.5
2 26 – 35 YEARS 15 18.75
3 35– 45 YEARS 35 43.75

Interpretation:
From the above table it is stated that 37.5% of the respondents are between the age
group of 21– 26 years, 18.75% of the respondents are 26 – 35 years and 43.75% of the
respondents are 35to 45 years from the total sample size of the population in Trichy city.
 AGE
20
18
16
14
12
10 AGE
8
6
4
2
0
MALE FEMALE

CHART 1.1
TABLE 3.2
OCCUPATION

Occupation is important factor to know preference and usage of milk by the

customers.

Occupation of customers
S.NO OCCUPATION NO OF RESPONDENTS PERCENTAGE
1 SELF EMPLOYEED 18 22.5
2 PROFESSIONAL 12 15
3 HOUSEWIFE 20 25
4 STUDENT 30 37.5

From the above table it is observed that 37.5% of the respondents are students, 22.5 %
of the respondents are private employees, 15% of the respondents are business people, and
25% of the respondents are housewife from the total sample size of the population in Trichy
city.

AGE
35

30

25

20

15 AGE

10

0
SELF EMPLOYEED PROFESSIONAL HOUSEWIFE STUDENT

CHART 1.2
TABLE 3.3
GENDER

Age is an important factor to understand the perception of customers towards a

particular Aavin milk.

S.NO GENDER NO OF RESPONDENTS PERCENTAGE

1 MALE 50 62.5
2 FEMALE 30 37.5

Interpretation:

It is inferred from the table that 62.5% of the respondents were male and 37.5% of the
respondents were female.
20
18
16
14
12
10 Series1

8 Series2

6
4
2
0
MALE FEMALE
\

CHART 1.3
TABLE 3.4

FACTORS

Factors is the important to buying the product.

Education qualification of customers

FACTORS
S.NO NO OF RESPONDENTS PERCENTAGE

1 QUALITY 15 18.75

2 PRICE 24 30

3 SERVICE 41 51.25

Interpretation:

From the above table it is noted that 18.75% of the respondents are Quality, the,30%
of the respondents are price and 51.25% of the respondents are service from the total sample
size of the population in Trichy city.

FACTOR
45

40

35

30

25

20 FACTOR

15

10

0
QUALITY PRICE SERVICE

CHART 1.4
TABLE 3.5

Knowing

Factors is the important to knowing about the milk product.

Education qualification of customers

S.NO knowing NO OF RESPONDENTS PERCENTAGE

1 By friends/family 13 16.25

2 Direct mailers 20 25

3 Press Ads 15 18.75

4 Reference website 2 2.5

5 T.V. Ads 30 37.5

Interpretation:

From the above table it is noted that 2.5% of the respondents are u Reference

website the,18.75% of the respondents are press ads and 37.5% of the respondents are Pri
T.V. Ads ce from the total sample size of the population in Trichy city.
45

40

35

30

25

20 Column1

15

10

0
By friends/family Direct mailers Press Ads Reference T.V. Ads
website

CHART 1.5
TABLE 3.6

USAGE OF PRODUCT

To find satisfaction from the customers

SATISFYING QUALITY NO OF
S.NO PERCENTAGE
RESPONDENTS
1 YES 50 62.5

2 NO 30 37.5

Interpretation

From the above table it is stated that 62.5 of the respondents are preferred the full
cash payment 37.5 of the respondents are preferred the milk product total sample size of the
population in TRICHY city.

SATISFYING QUALITY
USAGE
35

30

25

20
SATISFYING QUALITY
15

10

0
YES NO

CHART 1.6TABLE 3.7

BUYING

To find opinion about performance of the product towards customer

TABLE 3.7

BUYING NO OF
S.NO PERCENTAGE
RESPONDENTS
1 DAILY 20 25

2 MONTHLY 25 31.25

3. WEEKLY 25 31.25

4. OCCASIANALY 10 12.5

Interpretation

From the above table it is stated that 31.25% of the respondents are preferred the
weekly 31.25 of the respondents are preferred Monthly 25 the milk product total sample size
of the population in TRICHY city.
25

20

15

Column1
10

0
DAILY MONTHLY WEEKLY OCCASIANALY

CHART 1.7
TABLE 3.8

OPINION
To find your opinion on aavin milk products

OPINION NO OF
S.NO PERCENTAGE
RESPONDENTS
1 ECELLENT 40 50
2 GOOD 30 37.5
3 VERYBAD 10 12.5

Interpretation

From the above table it is highlighted that 80 of the respondents are Ecellent 50% of the
respondents Good 37.5% respondents No respondents are using highlighted that 12.5 of the
respondents.
25

20

15
ECELLENT
31
10
2

0
1 2 3

CHART 1.8
TABLE 3.9

SEASONAL VARIATION
Finding seasonal variation important for consumer behaviour.

SEASONAL VARIATION

SEASONAL VARIATION NO OF
S.NO PERCENTAGE
RESPONDENTS
1 YES 55 68.75

2 NO 25 31.25

Interpretation

From the above table it is highlighted that 80 of the respondents are YES, 68.75% of the
respondents NO 31.25 of the respondents are using customer is the strong .

STRATEGIES
24.5
24
23.5
23
22.5
22
SEASONAL VARIATION
21.5
21
20.5
20
19.5
YES NO

CHART 1.9
 TABLE 3.10
To finding complain for product to resolving for for the firm

COMPLAIN

COMPLAIN NO OF
S.NO PERCENTAGE
RESPONDENTS
1 YES 27 33.75

2 NO 53 66.25

Interpretation

From the above table it is highlighted that 80 of the respondents. YES, 33.75% of the
respondents .66.25 of the No respondents are using customer is the strong .

STRATEGIES
35

30

25

20

SEASONAL VARIATION
15

10

0
YES NO

CHART 1.10
TABLE 3.11
FACTORS

Factors is the important to buying the the produt.

FACTORS
S.NO NO OF RESPONDENTS PERCENTAGE

1 QUALITY 24 14

2 PRICE 22 11.3

3 SERVICE 45 54.7

Interpretation

From the above table it is quality that 14% of the respondents are under graduates,
the,54.7% of the respondents are service and 11.3% of the respondents are Price from the
total sample size of the population in TRICHY city.

FACTOR
50
45
40
35
30
25
FACTOR
20
15
10
5
0
QUALITY PRICE SERVICE
 CHART 1.11
CHAPTER-4

4.1 FINDINGS

 It was found from the survey that majority of the respondents of them are
housewives and in the age group of 31 -40

 Out of the total respondents .30.9 percentage of respondents belong to

the age group between.10-20

 70 percentages of the respondents are .female out of total respondents.

 The majority of the respondents they have completed education 10-20.

 35.5 percentages of the respondents are private employees.

 Out of the total respondents, 64 respondents are earning the income.

 Most of the respondents, 73 respondents are married.

 The majority of the respondents say no, 59 respondents are sales depot
nearby home.

 35.5 percentages of respondents are drink coffee.

 The majority of the respondents, 88 respondents are regular customer

of Aavin milk.
 The most of the, 55.7 percentage of the respondents are getting milk
products. From Aavin

 Out of total respondents, 60 respondents are consumption below l

liters.

 51.9 percentages of the respondents are other products bought from

Aavin.

 The majority of the respondents, 41 respondents are prefer Aavin milk.

 The most of the respondents ,99 respondents are satisfied the quality of
Aavin milk

 Out of the total respondents, 32 respondents satisfied the quantity of

Aavin milk.

 71 respondents are change in the packaging of yes.

 The majority of the respondents are price of Aavin milk is normal.

 The majority of the respondents, 46 respondents are where get milk.

 Out of the total respondents, 84 respondents are discontinued buying

the Aavin at any time.

 The majority of the respondents, 12respondentsarereasons for your

opinion.
 The survey shows that the access to Aavin Milk is quite convenient
for most of the respondents.

 The opinion about quality is excellent

 Most of the respondents were influenced by the taste of the Aavin

Milk products.

 More than half of the respondents of them consider the price of the
Aavin Milk products as moderate.

 The packaging is view as good by the consumers.


4.2 SUGGESTIONS

“Consumer is king” is the traditional beliefs amongst the Indian businessmen. It holds
good even today and will be more so in the highly competitive days ahead. . The emphasis
on quality relates not only to product quality but also to the quality of service.

 Retailers dealing with Aavin milkProducts has to be given more incentives to

push the sales of Aavin milkProducts.

 Due to the increasing competition the company has to adopt new and

improved promotional strategies to attract new and retain existing customers

through bet Durability of milk can give a feature demand. Towards Aavin

milk and dairy products are all against the competitors.

 Most of the customer is not satisfied in the availability of Aavin Dairy

Products.

 Most of the buyer prefers only one litre (1lit) package of Aavin milk.

 Majority of the customer are satisfied of the quality Aavin. It gives a

good name in the milk marketing.

 But it gives more attention to the dairy products.

 There is no attractive advertisement for aavin milk and dairy products

compared with other brands.

 Give more advertisement to improve their products in Aavin milk.

 Discount prices, and some kind of technical works method are all better

quality.
 To maintain the Quality of products.

 It is better quality to maintain the Curd and Ghee are milk powder

preferred by the majority of buyers.

 ter relationship with the retailers.

 It is better to conduct a continous or periodic market research to identify the

position of the market and to know about the changes what customers want in

their products.

 Considering greater market demand the research suggested Aavin to adopt middleman

as well as retailer in order to proper distribution and smooth functioning of the

product in the market.

 The density of milk should improve in order to get better quality of the product.

Durability of milk can give a feature demand. Towards Aavin milk and

dairy products are all against the competitors.

 Most of the customer is not satisfied in the availability of Aavin Dairy

Products.

 Most of the buyer prefers only one litre (1lit) package of Aavin milk.

 Majority of the customer are satisfied of the quality Aavin. It gives a

good name in the milk marketing.

 But it gives more attention to the dairy products.

 There is no attractive advertisement for aavin milk and dairy products

compared with other brands.

 Give more advertisement to improve their products in Aavin milk.

 Discount prices, and some kind of technical works method are all better

quality.

 To maintain the Quality of products.

 It is better quality to maintain the Curd and Ghee are milk powder

preferred by the majority of buyers.

4.3 CONCLUSION

From the above findings we can conclude that Aavin is doing better in marketing of

the milk and milk products by keeping into consideration the aspects like price,

quality, availability but it is some what lacking in its promotional activities as per

the survey conducted to the retailers with regard to their perception towards Aavin

milkproducts in BTRICHY CITY North . It is competing with other brands by

acquiring a greater market share so it is necessary to take the steps with regard to

promotional activities to both the retailers and consumers to build its brand name

and acquire a greater market share.

 REFERENCES
 Gupta C.B and Dr.Nair N.Rajan “Marketing Management”, 5th edition published by
Sulthan chand & sons.
 C.R. Kothari, “Research Methodology”, Warasa Publications, 2005.
 Mamoria C.B and Mamoria Sathis “Marketing Management”, 4th edition published by
Kitab Mahal.
 Nair Suja.R “Consumer Behavior”, 1st edition published by Himalaya publication.
 Schiffman Leon .G and Kanuk Leslie Lazar “Consumer Behavior”, sixth edition
published by: Prentice-hall of India Private Ltd.

WEBSITES
 http://www.tvsapache.com/home.aspx
 http://auto.indiamart.com/motorcycles
 http://www.indiabike.com/infobank/unicorn/index.htm
 http://www.icmr.icfai.org/casestudies/catalogue/Marketing/MKTG098.htm
 APPENDICES

QUESTIONNAIRE

1. personal profile:

A. Name:

B. Address:

C: Sex: Male: [ ] Female [ ]

D: Age: [ ]

E: Occupation:

1. Self-employed: [ ] 3.Professional: [ ]

2. House wife: [ ] 4. Student: [ ]

2. Which product you are buying?

3. What is the most important factor that matters while buying an AAVIN
product?

a. Quality: [ ] b. Price: [ ] c. Service: [ ]

4. How did you come to know about the AAVIN product?

a. By friends/family: [ ] b. Direct mailers: [ ]

c. Press Ads: [ ] d. Reference website: [ ]

e. T.V. Ads: [ ]
5. Which configuration would you decide on while buying an AAVIN product?

a. Intermediaries: [ ] b. Standard: [ ]

c. Latest / Advanced: [ ]

6. Are you satisfied with the quality of the product?

a. Yes: [ ] b. No: [ ]

7. Do you think the price of AAVIN product is high / low compared to

Competitor’s product ?

a. Very High: [ ] b. High: [ ]

c. Medium: [ ] d. Very low: [ ]

8. How often do you buy this product of AAVIN?

a. Daily: [ ] b. Monthly: [ ]

c. Weekly: [ ] d. Occasionally: [ ]

9. What is your opinion about the performance of AAVIN product?

a. Excellent: [ ] b. Good: [ ]

c. Average: [ ]

. 10. Since how long are you using Aavin milk products.

1) Less than 1 year

 2) 1-2 years

3)2-3 years

4) More than 3 years

11. Do you find seasonal variations in demand for Aavin Milk?

Products.

1) Yes

2) No

12. Are the products used throughout the year

1) Yes

2) No

14. Does consumers complain about the product?

1) Yes

2) No

15. What is the most important factor that matters while buying an Aavin
product?

a. Quality: [ ] b. Price: [ ] c. Service: [ ]

16. Are you satisfied with the quality of the product?

 a. Yes: [ ] b. No: [ ]

17. What pack do you purchase?

A.1/2 litre b.1 litre c. Family Pack

18. Do the various schemes / promotional activities affect your purchase plans?

a. Yes: [ ] b. No: [ ]

19. If yes what kind of complaints

……………………………………………………………………………………

…………………………

20. What are your suggestion for the success of Aavin milk products

……………………………………………………………………………………

…………………………………………………………

DATA ANALYSIS AND INTERPRETATION