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Final Project 2011 PDF
Final Project 2011 PDF
PRODUCTS
PROJECT REPORT
Submitted by
SUKUMAR.P
of
IN
ERODE-638052
MAY 2011
BONAFIDE CERTIFICATE
PROJECT WORK
May 2011
SUKUMAR.P
--------------------- ----------------------------------
Project Guide Head of the Department
------------------------- --------------------------
Internal Examiner External Examiner
DECLARATION
SUKUMAR.P
I would like to record my sincere thanks and gratitude to our Head of the
Department of Management Studies Mr.N.Devaraj, for his kind and warm hearted
support throughout the project.
My hearty thanks to all the bank employees, for their kind co-operation and
help during my study.
SUKUMAR.P
TABLE OF CONTENTS
List of Tables
List of Charts
1 Introduction
1.1 About the study 1
4.2 Suggestions 61
4.3 Conclusion 62
Bibliography
Appendix
LIST OF TABLES
In this study, data are collected from the consumers through questionnaire(interview
schedule).,200 samples are selected using convenience sampling. Using the interview schedule
prepared, the 200 consumers are interviewed personally and their opinion was collected.
Secondary data was collected from the management. The collected data is analyzed using
analytical tools like simple percentage and chi-square test. As per the findings, suggestions are
given to the company to take initiation to fulfill the consumer needs.
CHAPTER – 1
A direct inducement that offers extra value or incentive for the product to the Sales force,
distributors, or the ultimate consumer with the primary objective of creating "immediate" sales .
Businesses can target sales promotions at three different audiences: consumers, resellers,
and the company's own sales force. Sales promotion acts as a competitive weapon by providing
an extra incentive for the target audience to purchase or support one brand over another. It is
particularly effective in spurring product trial and unplanned purchases. Most marketers believe
that a given product or service has an established perceived price or value, and they use sales
promotion to change this price-value relationship by increasing the value and/or lowering the
price. Compared to the other components of the marketing mix (advertising, publicity, and
personal selling), sales promotion usually operates on a shorter time line, uses a more rational
appeal, returns a tangible or real value, fosters an immediate sale, and contributes highly to
profitability.
Popular sales promotions activities:
(b) Customer Relationship Management (CRM) incentives such as bonus points or money
off coupons. There are many examples of CRM, from banks to supermarkets.
(c) New media - Websites and mobile phones that support a sales promotion. For example, in
the United Kingdom, Nestle printed individual codes on KIT-KAT packaging, whereby a
consumer would enter the code into a dynamic website to see if they had won a prize.
Consumers could also text codes via their mobile phones to the same effect.
(d) Merchandising additions such as dump bins, point-of-sale materials and product
demonstrations.
(e) Free gifts e.g. Subway gave away a card with six spaces for stickers with each sandwich
purchase. Once the card was full the consumer was given a free sandwich.
(f) Discounted prices e.g. Budget airline such as EasyJet and Ryanair, e-mail their customers
with the latest low-price deals once new flights are released, or additional destinations are
announced.
(g) Joint promotions between brands owned by a company, or with another company's brands.
For example fast food restaurants often run sales promotions where toys, relating to a specific
movie release, are given away with promoted meals.
(h) Free samples (aka. sampling) e.g. tasting of food and drink at sampling points in
supermarkets. For example Red Bull (a caffeinated fizzy drink) was given away to potential
consumers at supermarkets, in high streets and at petrol stations (by a promotions team).
(i) Vouchers and coupons, often seen in newspapers and magazines, on packs.
(j) Competitions and prize draws, in newspapers, magazines, on the TV and radio, on The
Internet, and on packs.
(k) Cause-related and fair-trade products that raise money for charities, and the less well off
farmers and producers, are becoming more popular.
(l) Finance deals - for example, 0% finance over 3 years on selected vehicles.
Many of the examples above are focused upon consumers. Don't forget that promotions can be
aimed at wholesalers and distributors as well. These are known as Trade Sales Promotions.
Examples here might include joint promotions between a manufacturer and a distributor, sales
promotion leaflets and other materials (such as T-shirts), and incentives for distributor sales
people and their retail clients.
Sales promotion is a tool used to achieve most of the five major promotional objectives :
Building Product Awareness – Several sales promotion techniques are highly effective
in exposing customers to products for the first time and can serve as key promotional
components in the early stages of new product introduction. Additionally, as part of the
effort to build product awareness, several sales promotion techniques possess the added
advantage of capturing customer information at the time of exposure to the promotion.
In this way sales promotion can act as an effective customer information gathering tool
(i.e., sales lead generation), which can then be used as part of follow-up marketing
efforts.
Creating Interest – Marketers find that sales promotions are very effective in creating
interest in a product. In fact, creating interest is often considered the most important use
of sales promotion. In the retail industry an appealing sales promotions can significantly
increase customer traffic to retail outlets. Internet marketers can use similar approaches
to bolster the number of website visitors. Another important way to create interest is to
move customers to experience a product.
Providing Information – Generally sales promotion techniques are designed to move
customers to some action and are rarely simply informational in nature. However, some
sales promotions do offer customers access to product information. For instance, a
promotion may allow customers to try a fee-based online service for free for several
days. This free access may include receiving product information via email.
Stimulating Demand – Next to building initial product awareness, the most important
use of sales promotion is to build demand by convincing customers to make a purchase.
Special promotions, especially those that lower the cost of ownership to the customer
(e.g., price reduction), can be employed to stimulate sales.
Reinforcing the Brand – Once customers have made a purchase sales promotion can be
used to both encourage additional purchasing and also as a reward for purchase loyalty
(see loyalty programs below). Many companies, including airlines and retail stores,
reward good or ―preferred‖ customers with special promotions, such as email ―special
deals‖ and surprise price reductions at the cash register.
CONSUMER BEHAVIOUR:
The study of consumers helps firms and organizations improve their marketing strategies by
understanding issues such as how
The psychology of how consumers think, feel, reason, and select between different
alternatives (e.g., brands, products);
The psychology of how the consumer is influenced by his or her environment (e.g.,
culture, family, signs, media);
The behavior of consumers while shopping or making other marketing decisions;
Limitations in consumer knowledge or information processing abilities influence
decisions and marketing outcome;
How consumer motivation and decision strategies differ between products that differ in
their level of importance or interest that they entail for the consumer; and
How marketers can adapt and improve their marketing campaigns and marketing
strategies to more effectively reach the consumer.
The most obvious is for marketing strategy—i.e., for making better marketing
campaigns. For example, by understanding that consumers are more receptive to food
advertising when they are hungry, we learn to schedule snack advertisements late in the
afternoon. By understanding that new products are usually initially adopted by a few
consumers and only spread later, and then only gradually, to the rest of the population,
we learn that (1) companies that introduce new products must be well financed so that
they can stay afloat until their products become a commercial success and (2) it is
important to please initial customers, since they will in turn influence many subsequent
customers’ brand choices.
A second application is public policy.
Social marketing involves getting ideas across to consumers rather than selling
something.
As a final benefit, studying consumer behavior should make us better consumers.
1. Perceptions
Studying consumer behavior helps marketers understand consumer perceptions
about a particular product or range of products. Uncovering and correcting erroneous
perceptions about a particular product may give marketers an additional competitive
advantage over competitors.
2. Attitudes
Consumer attitudes very often determine consumer beliefs about certain products.
Discovering consumer attitudes allows marketers to fine tune their campaigns to
resonate with a particular consumer niche and deepen marketing reach.
3. Cultures
Changing population demographics around the world affect the way marketing
campaigns are designed. Understanding cultural nuances and subtleties may allow
marketers to help further define their particular target market.
4. Lifestyles
5. Experience
Like consumer attitudes, experience also colors consumer responses to certain products.
By studying consumer behavior, marketing professionals can tap into consumer
experiences with similar products to promote consumption and gain competitive
advantage over competitors.
1.2 INTRODUCTION ABOUT THE INDUSTRY
Dairy Development in India has been acknowledged the world over as one of the most
successful development programme. India is the second largest milk producing country with the
production about 78 million tons during 1999 – 2000. The milk surplus States in India are Uttar
Pradesh, Punjab, Haryana, Rajasthan, Gujarat, Maharastra, Andhra Pradesh, Karnataka and Tamil Nadu.
Dairy sector has assumed a great significance by generating income not only to the rural but also
to the urban and semi-urban population in the state especially to the women folk by providing self
employment opportunity. Milk and milk products provides essential nutrition to all walks of life. It
provides the main source of income next to agriculture. In a tropical country like India, agriculture may
fail sometimes, due to monsoon failure but dairying never fail and gives them regular, steady income.
The state Dairy Development was established in 1958. The Administrative and statutory controls
over the entire milk cooperative in the State were transferred to the Dairy Development on 01.08.1965.
The Commissioner for the Milk Production and Dairy Development is the functional registrar under the
With the advent of ―Anand Pattern‖ in Tamil Nadu, Tamil Nadu Co-operative Milk Products
Federation limited was registered on 1st February 1981 as the State level organization. The commercial
activities of the department such as procurement, processing, packing and the sale of milk and milk
products within and outside the State was entrusted to the Tamil Nadu Co-operative Milk Producer’s
Federation ltd.
In the wake of the liberalization policy, private dairies have entered in the field of dairying. As
per the direction of the National Dairy Development Board and Government of Tamil Nadu high priority
has been given for improving the performance of Co-operative by adopting a systematic approach and
proper strategy implementation in milk co-operatives. Significant achievement ha been made by Milk
Assure a remunerative price of the milk produced by the milk producer’s societies
Distribution of quality milk and milk products at reasonable price to the consumers.
The main functions of the Dairy Development Department are organization of societies,
registration of societies, supervision and control of primary Milk Co-operative, District Co-operative
Milk Producers Union and Tamil Nadu Co-operative Milk Producer’s Federation.
The Dairy Development Department exercise statutory functions like enquiry, inspection,
surcharge and super session, appointment of special officers, liquidation and winding up of societies etc.
The Commissioner for milk production and Dairy Development, Deputy Milk Commissioner (Co-
operative) and circle Deputy Registrars are vested with quasi-judicial power in respect of settlement of
dispute, appeal, revision and review under various provisions of Tamil Nadu Co-operative societies Act
The Erode District Co-operative Milk Producers Union limited is a replica of the District Union
in Gujarat state based on the ―AMUL‖ system. The Erode Milk Union is therefore sandwiched in the
middle of the 3-tier system popularly known as ―ANAND‖ or ―AMUL‖ pattern consisting of an apex
State Level Federation at Chennai, the Union at the District level and the primary Co-operative Societies
The entire project had been funded by the National Dairy Development board, Anand through
the government of Tamilnadu and the Tamilnadu Co-operative Milk Producer’s Federation. The project
had been funded under the nationwide operation flood programme with an aim to bring about a
The district union has 728 primary Milk Co-operative at its base and the Tamil Nadu Co-
Weekly four rail milk tankers of about 16000 liters of condensed milk is supplied to Mother
On an average 80,000 litres of raw chilled milk is supplied for Chennai metro sales from
Erode Dairy.
Milk products like Butter, Ghee, Skimmed milk powder, Milk Peda, Dates khova,
Flavoured milk, Butter milk, Badam milk powder, Ice cream are produced at Erode
The company is an ISO 9001 – 2000 certified and ISI certified for the skimmed milk
powder production and the Erode Dairy ghee is sold with AGMARK certificate.
National wide database laboratory established at Erode District out of 15 milk producers
preparation.
Functions of district cooperative milk producers union
Formation of new milk routes to collect the milk produced by the member
societies
Collection of milk form societies, process and pack in modern Dairy plant by
The union spends 154.42 lakhs, 169 lakhs, 187.74 lakhs, 219.28 lakhs for
marketing for the past five years, which includes transport and agents
commission.
producers.
CHAPTER-2
2.1OBJECTIVES OF THE STUDY
Primary objective:
The main objective of the study is to study the Sales promotion & consumer
Secondary objective:
To identify the sales promotion strategies adopted by the aavin milk company
To study the quality and consumer preferences towards aavin milk& milk
products.
To identify the satisfaction level of customers towards the price & service
provided by the company.
To study the attitudes and experience of customers towards aavin products and to
The scope of the study is to identify and analyse the consumer behavior towards
the service, price & quality of aavin milk & milk products and also to analyse the sales
promotional strategies adopted by the company.This study will help the organization to
increase the sales of the Aavin milk and milk products and to strengthen the sales
promotion strategies.
2.3 REVIEW OF LITERATURE
Ketelaar, et al., (2001), As the flow of online sales increases and more companies begin to
move into the digital arena, advertisers and digital designers are forced to stay on the cutting
edge in terms of website design and content presentation. In a search to find website design
techniques that increase information flow and website stickiness, two possibilities were found,
persuasive navigation and "open", or visually rhetorical, online advertising. These two
techniques focus on presenting targeted information to consumers, in the form of website
content advertisements, while they browse a given website.
Bright (2004) , The concept of intra-site advertising was tested by him and was found to
be effective in terms of increasing information flow on a controlled website. Open advertising
has not yet been tested in the online environment, with current studies focusing on print media,
however it presents promises potential as an online persuasion technique. This paper will further
explore the application of open advertising in the online context as well as elements of
interactivity and design.
(Zakon, 2002) says that the Web has come to encompass some 38 million plus websites.
It is a tossup as to whether any of these websites effectively communicate with their target
audience in a manner that is both user-friendly and efficient in terms of brand impact and sales.
As most consumer advocates have come to know, digital environments that frustrate users
dramatically decrease brand loyalty and can cause consumers to completely abandon a brand
community in both real and virtual worlds. In an effort to stem off this flow of frustration, two
new digital design techniques provide an intriguing way to increase information flow within
digital environments while providing imagery and content that makes users feel intelligent and
engaged. These new design techniques are persuasive navigation and open online advertising,
respectively. One technique deals with the information architecture of the website, while the
other addresses imagery; both in an equally seductive fashion.
Kioumarsi et al.,(2009),says that Personality characteristics impact consumer behavior
because they shape the way in which consumers respond to messages at a given time. This
response changes minute to minute based upon the unique characteristics of the target consumer
and their ongoing life experience. The online environment presents a vast opportunity for
companies to interact with consumers on a personal, customized level. Individual differences
are an important aspect of this interaction as they provide insight into how people with varying
levels of experience with the online environment respond to interactive persuasion techniques.
Friestad and Wright (1994), in their presentation of the PKM, posit that the
effectiveness of advertising persuasion techniques depends upon the level of persuasion
expertise each individual possesses. In an online environment, measurement of this effect can
be achieved by looking at user experience levels, self efficacy, and number of hours spent
online. General knowledge gleaned from the PKM dictates that consumers with more
experience in the online environment will be better at coping with persuasion techniques
therein, such as open, visually rhetorical advertisements.
Ketelaar et al(2004) conducted the study that an individual's need for cognition refers
to their motivation to engage in meaningful cognitive thought or undertaking. A consumer's
need for cognition will impact their ability to deal with tasks and social settings, such as
responding to advertising messages or calls to action. This applies directly to the concept of
open, visually rhetorical advertising because such messages require a higher cognitive
processing load to be understood and learned. Although need for cognition was not found to
impact interpretations of open advertisements in the Ketelaar et al. study, it is still an
interesting variable that can be effectively measured and manipulated for this type of research
endeavor. Additionally, cognitive response, and the need therein serve an important part in the
development of brand attitudes within a target consumer.
McGinnis and Jaworski (1989) ,The concept was elaborated upon by in their seminal
piece regarding information processing in advertising: "Cognitive and emotional responses
related to imagined product consumption experiences are the strongest determinants of brand
attitude. As shown, need for cognition is linked to the development of brand attitude in
consumers. When examined in terms of its relationship to time spent processing online, visually
rhetorical advertising, need for cognition could prove to be an interesting differentiator within
the sample group. In addition to need for cognition, an internal motivation toward the product
being advertised should be apparent within driven consumers. This motivation helps push the
consumer toward unraveling the visual riddle presented in an open advertisement. Type of
motivation, either utilitarian ("goal-oriented") or hedonic ("expressive"), is a diverse and
interesting factor to analyze across consumer groups.
Phillips (2000) shown in research undertaken by, consumers with utilitarian, goal-
oriented motivations are keen on evaluating product attributes and therefore less likely to be
attracted to open advertisements. Consumers with hedonic or "expressive" goals are more likely
to seek out the entertainment value in the open advertisement.
Huang (2003), in his online study of websites, found that level of attention in consumers
is most linked to utilitarian design while both control and interest are linked to hedonic
performance measures.
Liu, et al (2002), based on their online research, concluded that higher levels of active
control within consumers resulted in being geared towards more utilitarian, goal-based website
designs. As shown in these studies, motivation is an individual difference worth characterizing.
Type of consumer motivation is extremely important when analyzing online consumer behavior
as it helps categorize amongst user groups, across sites.
2.4 RESEARCH METHODOLOGY
RESEARCH DESIGN
The research design chosen is descriptive as the study reveals the state of facts existing.
Descriptive research design:
Descriptive research studies are those studies which are concerned with describing the
characteristics of a particular individual, or a group. The study is concerned whether certain
variables are associated with the study. And also the study is concerned with specific
predictions, with narration of facts and characteristics concerning an individual, group or
situation.
Primary Data:
Data has been collected from few respondents by communicating with them directly and
discussing their views about the organization. Most of these included informal discussion with
the employees. One of the other sources of collecting the primary data was by distributing the
questionnaires and getting back the responses for them. Such questionnaires were distributes
among the production employees and also the executive level employees.
Secondary Data:
Secondary data has been collected from the following sources:
Books and journals at the organization and the college library.
Through the internet.
SAMPLING:
Sampling is that part of statistical practice concerned with the selection of individual
observations intended to yield some knowledge about a population of concern, especially for
the purposes of statistical inference.
Convenience sampling:
Convenience sampling is a type of nonprobability sampling which involves the sample being
drawn from that part of the population which is close to hand. That is, a sample population
selected because it is readily available and convenient. It may be through meeting the person or
including a person in the sample when one meets them or chosen by finding them through
technological means such as the internet or through phone.
Sample Size
DATA ANALYSIS
Collected primary and secondary data are scheduled to suitable table for the purpose of
analysis. Suitable statistical tools were applied in various places for analysis.
The collected data have been analyzed with the help of tools like simple percentage
method, chi square test.
Percentage analysis
Chi-Square test
SIMPLE PERCENTAGE ANALYSIS
Simple percentage analysis refers to a ratio. With the help of absolute figures it will be
difficult to interpret any meaning from the collected data, but when percentages are found out
then it becomes easy to find the relative difference between two or more attributes.
No. of Respondents
Percentage = × 100
Total Number of Respondents
CHI-SQUARE TEST
The Chi-square test is for testing the independence of two variables and testing hypotheses
concerning proportions. One of the tests of proportions is that of testing the differences among
several population proportions, which is an extension of testing the difference between two
population proportions. This Chi-square test is used for testing the difference between two
population proportions, testing the difference among several population proportions. The Chi-
square test can be used to test the differences among (c) population proportions by using a
tabular design for the analysis of the frequencies
Chi-Square test enables whether or not two attributes are associated. Chi-Square is
calculated as follows.
(O – E)2
2
=
E
Where
DF = (r-1)* (c-1)
Where
Table No.1
Male 152 76
Female 48 24
Interpretation
From the above table it is clear that 76% of the respondents are male and the remaining
24 % of the respondents are female.
CHART NO.1
76%
80
70
60
50
40 24%
30
20
10
0
Male Female
Table No.2
Particulars
No. of Respondents Percentage
(In years)
18-20 20 10
21 – 30 85 42.5
31 – 40 65 32.5
Above 41 30 15
Interpretation
From the above table 42.5 % of the respondents are coming under the age group of 21 –
30 yrs and 32.5 % of the respondents are under the age group of 31 – 40 years and Above 41 are
15%.
CHART NO.2
43%
45
40
32%
35
30
25
20 15%
15 10%
10
5
0
18-20 21 – 30 31 – 40 Above 41
Table No.3
Friends 20 10
Relatives 30 15
Neighbors 40 20
Advertisement 110 55
Interpretation:
From the above table it is clear that, 10% of respondents know about the aavin milk
through friends,15% of the respondents are through relatives, 20% of the respondents are
through neighbors and 55% of respondents are through advertisement.
CHART NO.3
10%
15% Friends
Relatives
Neighbors
55%
Advertisement
20%
Table No.4
Twice in a day 40 20
Occasionally 5 2.5
Interpretation:
From the table it is clear that, 75% of respondents prefer to buy Aavin milk once in a
day,20% of respondents prefer to buy Aavin milk twice in a day,2.5% of respondents prefer to
buy Aavin milk once in a week and 2.5% of respondents prefer to buy milk occasionally.
CHART NO.4
80 75%
70
60
50
40
30
20%
20
10 3% 2%
0
Once in a day Twice in a day Once in a week Occasionally
Table No.5
Milk 120 60
Sweets 25 12.5
Curd 30 15
Butter 25 12.5
Interpretation:
From the table it is clear that, 60% of respondents prefer to buy Aavin milk ,12.5% of
respondents prefer to buy Aavin sweets ,15% of respondents prefer to buy Aavin curd and
12.5% of respondents prefer to aavin butter.
CHART NO.5
60%
60
50
40
30
20 15%
13% 12%
10
0
Milk Sweets Curd Butter
Table No.6
2 Litre 20 10
1 Litre 160 80
½ Litre 10 5
¼ Litre 10 5
Interpretation:
From the table it is clear that, 10% of respondents buy 2 litre of milk per day,80% of
respondents prefer to buy1 liter ,5% of respondents buy ½ Liter and 5% of respondents buy ¼
per day.
CHART NO.6
80%
80
70
60
50
40
30
20 10%
5% 5%
10
0
2 Litre 1 Litre ½ Litre ¼ Litre
Table No.7
Quality 120 60
Freshness 25 12.5
Easy availability 40 20
Interpretation:
From the above table it is clear that, 60% of respondents prefer to buy aavin milk due to
quality, 12.5% of respondents prefer to buy due to freshness, 15% of respondents buy due to
neat package and 20% of respondents buy because of easy availability.
CHART NO.7
70
60%
60
50
40
30
20%
20 13%
10 7%
0
Quality Freshness Neat package Easy
availability
Table No.8
Strongly Agree 50 25
Agree 100 50
Disagree 20 10
Interpretation:
From the above table it is clear that, 25% of respondents are strongly agree with the
price level of aavin milk, 50% of the respondents are agreed, 12.5% of the respondents are
neither agree nor disagree,10% of respondents are disagree and 2.5% of respondents are
strongly disagree.
CHART NO.8
50%
50
45
40
35
30 25%
25
20 13%
15 10%
10 2%
5
0
Strongly Agree Neither Disagree Strongly
Agree agree nor Disagree
disagree
Table No.9
Strongly Agree 40 20
Agree 120 60
Disagree 5 2.5
Interpretation:
From the above table it is clear that, 20% of respondents are strongly agree with the
quality of aavin milk, 60% of the respondents are agreed, 15% of the respondents are neither
agree nor disagree,2.5% of respondents are disagree and 2.5% of respondents are strongly
disagree.
CHART NO.9
2.5% 2.5%
Strongly Agree
20%
15%
Agree
Strongly Disagree
60%
Table No.10
Table showing the Consumer Awareness regarding ISI and Agmark standards
Yes 50 25
No 150 75
Interpretation:
From the table it is clear that, 25% of the respondents have the awareness regarding ISI
and Agmark standards and 75% of the respondents are not having the awareness regarding ISI
and Agmark standards.
CHART NO.10
Chart showing the Consumer Awareness regarding ISI and Agmark standards
75%
80
70
60
50
40 25%
30
20
10
0
Yes No
Table No.11
Yes 120 60
No 80 40
Interpretation:
From the above table it is clear that, 60% of the respondents have the awareness of aavin
milk through advertisement and 40% of the respondents have not seen the advertisement.
CHART NO.11
60
60
50 40%
40
30
20
10
0
Yes No
Table No.12
Yes 110 55
No 90 45
Interpretation:
From the above table it is clear that, 55% of the respondents say aavin stall is available
near by their area and 45% of the respondents say aavin stall is not available nearby their area.
CHART NO.12
55%
60
45%
50
40
30
20
10
0
Yes No
Table No.13
Table showing the Consumer awareness regarding availability of all aavin products in the
stall
Strongly Agree 30 15
Agree 30 15
Disagree 5 2.5
Interpretation:
From the above table it is clear that, 15% of the respondents are strongly agree that
they are aware about the availability of all aavin products in the stall,15% of the respondents
are agreed, 65% of the respondents are neither agree nor disagree,2.5% of respondents are
disagree and 2.5% of respondents are strongly disagree.
CHART NO.13
Chart showing the Consumer awareness regarding availability of all aavin products in the
stall
3% 2% Strongly Agree
15%
Agree
15%
Neither agree nor
65% disagree
Disagree
Strongly Disagree
Table No.14
Yes 100 50
No 100 50
Interpretation:
From the above table it is clear that, 50% of the respondents have the habit of buying
aavin milk in the time of train travel and 50% of the respondents do not have the habit of
buying aavin milk in the time of train travel.
CHART NO.14
60
50% 50%
50
40
30
20
10
0
Yes No
Table No.15
Yes 110 55
No 90 45
Interpretation:
From the above table it is clear that, 55% of the respondents need a aavin stall in
railway station and 45% of the respondents do not need a aavin stall in railway station.
CHART NO.15
55%
60
45%
50
40
30
20
10
0
Yes No
Table No.16
Strongly Agree 20 10
Agree 140 70
Disagree 10 5
Interpretation:
From the above table it is clear that, 10% of the respondents are strongly agree that the
aavin milk comes under their budget, 70% of the respondents are agreed, 12.5 % of the
respondents are neither agree nor disagree, 5% of the respondents are disagree and 2.5% are
strongly disagree.
CHART NO.16
80
70%
70
60
50
40
30
20 12%
10%
10 5% 3%
0
Strongly Agree Neither Disagree Strongly
Agree agree nor Disagree
disagree
Table No.17
Strongly Agree 60 30
Agree 100 50
Disagree 15 7.5
Interpretation:
From the above table it is clear that, 30% of the respondents are strongly agree with
the service provided by aavin, 50% of the respondents are agreed, 10% of the respondents
are neither agree nor disagree,7.5% of respondents are disagree and 2.5% of respondents are
strongly disagree
CHART NO.17
3% Strongly Agree
7%
10% 30% Agree
Strongly Disagree
Table No.18
Strongly Agree 60 30
Agree 80 40
Disagree 20 10
Strongly Disagree 10 5
Interpretation:
From the above table it is clear that, 30% of the respondents are strongly agree that the
package of aavin milk are neat & clean, 40% of the respondents are agreed, 15% of the
respondents are neither agree nor disagree,10% of respondents are disagree and 5% of
respondents are strongly disagree.
CHART NO.18
40%
40
35 30%
30
25
20 15%
15 10%
10 5%
5
0
Strongly Agree Neither Disagree Strongly
Agree agree nor Disagree
disagree
Table No.19
Highly satisfy 20 10
Satisfy 60 30
Neutral 60 30
Dissatisfy 40 20
Highly dissatisfy 20 10
Interpretation:
From the above table it is clear that, 10% of the respondents are highly satisfy with the
freshness of aavin milk, 30% of the respondents are satisfied, 30% of the respondents are
neutrally accept the statement ,20% of respondents are dissatisfied and 10% of respondents are
highly dissatisfied.
CHART NO.19
30% 30%
30
25
20%
20
15
10% 10%
10
5
0
Highly Satisfy Neutral Dissatisfy Highly
satisfy dissatisfy
Table No.20
Satisfaction level of
No. of Respondents Percentage
consumers
Satisfy 80 40
Neutral 10 5
Dissatisfy 5 2.5
Interpretation:
From the above table it is clear that, 50% of the respondents are highly satisfy with the
aavin milk& milk products when compared to other products, 40% of the respondents are
satisfied, 5% of the respondents are neutrally accept the statement ,2.5% of respondents are
dissatisfied and 2.5% of respondents are highly dissatisfied.
CHART NO.20
5% 3% 2%
Highly satisfy
50% Satisfy
40% Neutral
Dissatisfy
Highly dissatisfy
Table No.21
GENDER Neither
Strongly Strongly
Agree agree nor Disagree
Agree Disagree
disagree
Female 8 23 11 4 2 48
20 140 25 10 5 200
(H0) : There is no significant relationship between gender and opinion towards the budget
level.
(H1) : There is significant relationship between gender and opinion towards the budget
level.
CHISQUARE TEST
2
Calculated Value = 14.793
Degree of freedom = 4
It is observed from the above table that the calculated value of chi-square is greater than
the table value. Hence the null hypothesis is rejected and it is concluded that there is significant
relationship between gender and opinion towards the budget level.
TABLE.22
CROSS TABULATION BETWEEN AGE AND CUSTOMER SERVICE
CUSTOMER SERVICE
AGE Strongly Neither agree Strongly Total
Agree Disagree
Agree nor disagree Disagree
18-20 8 4 4 3 1 20
21 – 30 21 56 5 2 1 85
31 – 40 23 31 6 4 1 65
Above 41 8 9 5 6 2 30
60 100 20 15 5 200
CHISQUARE TEST
2
Calculated Value = 31.669
Degree of freedom = 12
It is observed from the above table that the calculated value of chi-square is greater than the table
value. Hence the null hypothesis is rejected and it is concluded that there is significant relationship
between age and customer service.
TABLE.23
CROSS TABULATION BETWEEN INFLUENCING TO KNOW AND PURCHASING
LEVEL DURING TRAIN TRAVEL
Friends 9 11 20
Relatives 12 18 30
Neighbors 8 32 40
Advertisement 71 39 110
(H0) : There is no significant relationship between influencing to know and purchasing level
during train travel.
(H1) : There is significant relationship between influencing to know and purchasing level
during train travel.
CHISQUARE TEST
2
Calculated Value = 25.109
Degree of freedom = 3
It is observed from the above table that the calculated value of chi-square is greater than
the table value. Hence the null hypothesis is rejected and it is concluded that there is significant
relationship between influencing to know and purchasing level during train travel.
CHAPTER-4
4.1 Findings
From the analysis, it was found that 76 % of the respondents are Male and remaining
people are female.
75% of the respondents prefer to buy Aavin milk once in a day and about 20% of
respondents prefer to buy twice in a day.
It is found that 60% of respondents mainly prefer to buy milk in aavin and the remaining
people prefer to buy aavin sweet,curd and butter.
80% of respondents prefer to buy1 litre of aavin milk per day and 10% of people buy 2
litre per day.
60% of respondents prefer to buy aavin milk due to quality and remaining people prefer
because of freshness, neat package and easy availability.
Most people (75%) strongly agreed that the price of the Aavin milk and milk products are
Most of the respondents (80%)agree that the aavin milk and milk products are high in quality,
Most of the respondents (75%) are not aware of the fact that Aavin milk and milk products are
60% of the respondents have the awareness of aavin milk through advertisement.
55% of the respondents know that the aavin stall is available nearby their area and the
remaining 45% do not know the aavin stall is available in their area.
65% of respondents neutrally agreed that Aavin milk and milk products are always available in
It is found that 70% of the respondents are agreed that the aavin milk comes under their
budget.
50% of the respondents are agreed with the service provided by aavin.
40% of the respondents are agreed that the package of aavin milk is neat & clean.
40% of the respondents are satisfied with the freshness of aavin milk and the remaining
people are not highly satisfied with the freshness.
50% of the respondents are highly satisfied with the aavin milk& milk products when
compared to other products.
4.2 SUGGESTIONS
The amount spent on the advertisement is very low; most of the people still don’t know what all
the products available in the Aavin stall are. The sales of the Aavin products can only be
increased only if people know about them and the only way to achieve is by advertisement.
Various Aavin product names can be made to display along with the pneumonic symbol at the
Advertisement plays a crucial role in promoting the products. A small ad can be given in the
front page of the local daily regarding the qualities of the Aavin milk products once in a week.
This will create some awareness about the Aavin milk products.
The sales of the Aavin milk and milk products can be increased by setting a Aavin stall at the
Erode Railway station. Since the Erode junction being the hub to many rail routes, hundreds of
trains from all over India pass through the junction so surely there will be a huge response from
the train travelers for the Aavin milk and milk products.
The sale can also be increased by some sales strategies. Since most of the consumers belong to
middle and lower middle class category they will not be able to pay the money daily so credit
system can be followed by collecting some deposit at the starting itself. Free door delivery can
Automatic vending booths may be installed in main areas in the Erode town to facilitate the
Promotion of sales and knowing consumer behaviour are important aspects for selling
the product and achieve the highest sales level in the market. Through this study, we conducted
the research entitled ―A study on Consumer Behaviour and Sales Promotion of Aavin Milk and
Milk Products‖. This study helps us to know the sales promotion strategies adopted by the
company and consumer perception towards the product. It also provides the steps to improve
the sales in future and attain the highest growth level in the market.
Bibliography
Website
www.aavinmilk.com
www.marketingstrategies.org
www.marketingprinciples.com
A Study on Sales promotion and Consumer behavior
of Aavin Milk & Milk Products
QUESTIONNAIRE
Personal data:
Name:
Questions:
1. How did you come to know about aavin milk & milk products?
a) Friends
b) Relatives
c) Neighbours
d) Advertisement
8. Do you know that aavin products are ISI and AGMARK certified?
a) Yes
b) No
9. All aavin milk products are sufficiently available in the stall?
a) Strongly Agree
b) Agree
c) Neither agree nor disagree
d) Disagree
e) Strongly Disagree
12. Do you aware that all the aavin products are available in the stall?
a) Strongly Agree
b) Agree
c) Neither agree nor disagree
d) Disagree
e) Strongly Disagree
13. While you travel in train will you prefer to have aavin milk?
a) Yes
b) No
14. Do you need aavin stall in railway station?
a) Yes
b) No
15. Whether the aavin products come under your budget?
a) Strongly Agree
b) Agree
c) Neither agree nor disagree
d) Disagree
e) Strongly Disagree
16. What do you feel about the service of aavin milk products?
a) Strongly Agree
b) Agree
c) Neither agree nor disagree
d) Disagree
e) Strongly Disagree
17. Do you feel that aavin milk package are clean & neat?
a) Strongly Agree
b) Agree
c) Neither agree nor disagree
d) Disagree
e) Strongly Disagree
18. How do you feel about the freshness of aavin milk products?
a) Highly satisfy
b) Satisfy
c) Neutral
d) Dissatisfy
e) Highly Dissatisfy
19. Whether you are satisfy with the aavin milk & milk products when compared to other
milk products?
a) Highly satisfy
b) Satisfy
c) Neutral
d) Dissatisfy
e) Highly Dissatisfy
20. Suggestions:
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