02 JC College

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CHAPTER 1
INTRODUCTION
1.1 INTRODUCTION ABOUT THE STUDY
In todays scenario, the brand plays an vital role. The awareness about the
particular product helps to know the research of the product. Brand awareness is improved to the
extent to which brand names are selected that is simple and easy to pronounce or spell; known
and expressive; and unique as well as distinct. Building brand awareness is essential for building
brand equity. It includes use of various renowned channels of promotion such as advertising,
word of mouth publicity, social media like blogs, sponsorships, launching events, etc. To create
brand awareness, it is important to create reliable brand image, slogans and taglines. The brand
message to be communicated should also be consistent. Strong brand awareness leads to high
sales and high market share. Brand awareness can be regarded as a means through which
consumers become acquainted and familiar with a brand and recognize that brand.
Brand awareness is the probability that consumers are familiar about the life and
availability of the product. It is the degree to which consumers precisely associate the brand with
the specific product. It is measured as ratio of niche market that has former knowledge of brand.
Brand awareness includes both brand recognition as well as brand recall.
The Indian dairy industry has made rapid progress since independence. A large
number of modern milk and milk products factories have been established. These organized
dairieshave been successfully engaged in the routine commercial production of pasteurized milk
and milk products.
The customers and dealers play an important role in any market. In this particular
case Milma struggles to attain undivided demand in the milk market, even after being a
cooperative brand. Brand awareness could be a key element which can ultimately decide the
market share. The aim of this study is to understand the relationship between trust, satisfaction
level and loyalty and how they affect the overall market share. This study is entitled as “Brand
Awareness” helps the recharge to know about the factors that influence awareness of brands. The
researcher can give suggest to improve the performance of brand.
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1.1.1 Brand Awareness
Brand awareness is the probability that consumers are familiar about the life and
availability of the product. It is the degree to which consumers precisely associate the brand with
the specific product. It is measured as ratio of niche market that has former knowledge of brand.
Brand awareness includes both brand recognition as well as brand recall.
Types of brand awareness
There are two types of brand awareness:
 Brand recall - Brand recall is also known as unaided recall or spontaneous recall and refers
to the ability of the consumers to correctly elicit a brand name from memory when prompted
by a product category. Brand recall indicates a relatively strong link between a category and
a brand while brand recognition indicates a weaker link. When prompted by a product
category, most consumers can only recall a relatively small set of brands, typically around 3-
5 brand names. In consumer tests, few consumers can recall more than seven brand names
within a given category and for low-interest product categories, most consumers can only
recall one or two brand names
 Brand recognition - Brand recognition is also known as aided recall and refers to the ability
of the consumers to correctly differentiate the brand when they come into contact with it.
This does not necessarily require that the consumers identify the brand name. Instead, it
means that consumers can recognise the brand when presented with it at the point-of-sale or
after viewing its visual packaging. In contrast to brand recall, where few consumers are able
to spontaneously recall brand names within a given category, when prompted with a brand
name, a larger number of consumers are typically able to recognise it. Building brand
awareness is essential for building brand equity. It includes use of various renowned channels
of promotion such as advertising, word of mouth publicity, social media like blogs,
sponsorships, launching events, etc. To create brand awareness, it is important to create
reliable brand image, slogans and taglines. The brand message to be communicated should
also be consistent. Strong brand awareness leads to high sales and high market share. Brand
awareness can be regarded as a means through which consumers become acquainted and
familiar with a brand and recognize that brand.
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1.1.2 Importance of Building Brand Awareness
Brand awareness is all about what the mind state of ideal clients enter when they
see or hear about company’s name. It helps to:
 Promote the business

 Successfully introduce new products or services
 Build business reputation
 Differentiate from competitors

 Find and retain loyal customers.
It is not possible for a company to operate successfully until and unless consumers
are aware of that brand and its products. A high profile brand will have greater sales figures than
an ordinary brand selling the same item at a lesser price. Consumers lean towards reputed
branded products even though their prices are a bit higher. This is because of the awareness that
product has been able to generate in the minds of the consumers. The bigger the brand awareness
the greater is the mentality of the consumer to buy its products.
1.1.3 Measuring brand awareness
Two types of recall test are used to measure brand awareness:
 Unaided recall tests: where the respondent is presented with a product category and asked
to nominate as many brands as possible. Thus, the unaided recall test provides the
respondent with no clues or cues. Unaided recall tests are used to test for brand recall.
 Aided recall test: where the respondent is prompted with a brand name and asked whether
they have seen it or heard about it. In some aided recall tests, the respondent might also be
asked to explain what they know about the brand e.g. to describe package, colour, logo or
other distinctive features. Aided recall tests are used to test for brand recognition.
 Other brand-effects tests: In addition, to recall tests, brand research often employs a
battery of tests, such as brand association tests, brand attitude, brand image, brand
dominance, brand value, brand salience and other measures of brand health. Although these
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tests do not explicitly measure brand awareness, they provide general measures of brand
health and often are used in conjunction with brand recall tests.
1.1.4 Advantages
 Brand awareness assumes an important role as it helps to differentiate one product from
the other. It is possible through numerous promotional activities like advertisements,
mouth publicity, sponsorships, events, blogs and print media.
 The higher awareness for a product in the market leads to better sales figures. A favorable
impression will create an awareness that will encourage the customer to buy. That is why
the companies are trying very hard to spread awareness about their different products
amongst the consumers.
 The main advantage of the brand awareness is that the shopper has been able to connect
emotionally with the brand and its values
1.1.5 Disadvantages Of Brand Awareness
The disadvantages of brand awareness are surely lesser than its advantages.
 The main disadvantage of brand awareness is that it may limit the recognition of a
particular product to a specific zone.
 If a consumer is unable to connect to that brand, he will definitely switch over to a
different brand. His own experiences with a precise brand and even rumors from friends
and relatives will affect his buying decision.
 At this point too much awareness will not prove beneficial for the company and therefore
it is very important to maintain a perfect balance between awareness and hearsays.
Brand awareness helps the consumers to make successful choices and for this
purpose, the companies tend to take the help of known and famous personalities. Ad campaigns
featuring actors and sportsperson are quite common to generate awareness for the product
amongst the consumers. A successful person encouraging in buying that product easily
influences a common person.
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1.2 INDUSTRY PROFILE
Our country has had a rich tradition in dairying since the time of Lord
Krishna. Dairying has been inherent in Indian culture, for centuries. Milk and milk products
have always been an integral part of our consumption habits. In post-independence India, co-
operative dairying has been one of our major success stories having a profound impact on the
socio-economic development of rural areas. Today, India is the largest milk producing nation in
the World, with an annual milk production of 97.5 million MTS (Metric tonnes).
HISTORY OF INTERNATIONAL DAIRY FEDERATIONS:
The international dairy federations ,with its head quarters Brussels was
established in 1903 and consists of 32 member countries through out the world. National Dairy
Development Board under Dr.V.Kurien’s guidance set up KCMMF in 1980, June 1 is
celebrated as a World Milk Day. World Milk Day is celebrated by the people all across the
world on annual basis on 1 June.
Countries producing milk are listed below
 Newzealand - 18.9 billion kg Brazil -34.3 billion kg

 France - 23.7 billion kg China -35.7 billion kg
 Russia -30.3 billion kg India -60.6 billion kg
 Germany -31.1 billion kg USA -91.3 billion kg
INDIAN SCENARIO :
The history of dairy development can be broadly classified in to two distinct

phases. Pre, and post independence period till 1969-70, when Operation Flood was launched.
Pre-Independence Period :- The history of Government intervention in the animal husbandry

and dairying sub sector can be traced to the early part of the 20th century. The earliest attempts
at dairy development can be traced back to the British rule, when the defense development
established military dairy farms to ensure the supply of milk and butter to the colonial army. The
first of these farms was set-up in Allahabad in 1913, subsequent facilities were established at
Bangalore, Ootacamund and Karnal.6 Efforts were also made to encourage private entrepreneurs
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to manufacture wholesome table butter, particularly for the British troops. As a result, modern
dairy plants were established mainly for manufacturing table butter in a number of cities in the
early part of this century. In 1923, the Imperial Institute of Animal Husbandry and Dairying was
established at Bangalore. Its name was changed in 1955 and it was renamed as National Dairy
Research Institute and its headquarters shifted to Karnal. India’s dairy development policy in the
pre-independence era aimed at meeting the demand of milk in big cities through improvements
in milk collection, processing, and distribution systems in the public, private and co-operative
sectors. A few foreign firms also entered the dairy industry and introduced modern dairy
products in India.
The Period from 1947 to 1970 :- After independence, the main objectives and the measures
used to achieve them remained almost the same as in the pre-independence era. But the
Government of India (GOI) realized the need to do something more to boost milk production in
rural areas with a view to ensure regular and adequate urban milk supplies. To achieve this
objective, the central government launched two schemes, namely, the Key Village Scheme
(KVS) in the first plan, and the Intensive Cattle Development Project (ICDP) in the Third plan.
The former aimed at increasing the supply of stud bulls to upgrade the low yielding non-descript
cows and buffaloes and the latter at enhancing milk production rapidly in the rural milk sheds of
large city dairy projects. Various reviews and evaluation of these schemes showed that they
failed to produce the desired impact on milk production mainly due to financial constraints.
INDIAN SCENARIO
The dairy co-operatives took root during the freedom struggle and were an
offshoot of our national movement for independence. It started in 1945, when farmers of Kaira
district, in Gujarat went on strike, protesting against economic exploitation at the hands of
contractors, who were collecting milk on behalf of the British Government. The British
Government of the then Bombay province had granted monopoly over milk collection in Kaira
District to a private firm called Polson, which inturn had hired contractors to do the job. These
contractors paid the lowest possible price to the farmers, exploiting them in the process. Led by
Shri. Tribhuvandas Patel, the farmers sought inspiration and advice from eminent national
leaders such as Sardar Vallabhabhai Patel and Morarji Desai.
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India is the world’s largest milk producer that is certified by the international
dairy 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 purpose. Dairy
technology has been defined as that branch of dairy science, which deals with the processing of
milk and manufacture of milk products on an industrial scale. In India, dairying has been
practiced as a rural cottage industry since the remote past. Semi-commercial dairying started
with the establishment of military dairy farms and co-operative milk unions throughout the
country towards the end of the nineteenth century. During the earlier years, each house old in
those countries maintained its family cow or secured milk from its neighbor who supplied those
living closed by. As the urban population increased, fewer households could keep cow for
private use. The high cost of milk production, problems of sanitation etc restricted the practice
and gradually the family cow in the city was eliminated and city cattle were all sent back to
the rural areas. Gradually farmers within easy driving distance began delivering milk over
regular routes in the cities. This was the beginning of fluid milk-sheds which surround the large
cities of today. Prior to the 1850s most milk was necessarily produced within a short distance of
the place of consumption because of lack of suitable means of transportation and refrigeration.
The Indian dairy industry has made rapid progress since Independence. A large number of
modernmilk plants and products factories have since been established. These organizes dairies h
ave beensuccessfully engaged in the routine commercial production of pasteurized bottle milk
and various Western and Indian dairy products. With modern knowledge of the protection of
milk during transportation, it became possible to locate dairies where land was less expensive
and crops could be grown more economically.
In India, the market milk technology may be considered to have commenced

in 1950, with the functioning of the Central Dairy of Aarey Milk Colony and milk product
technology in 1956with the establishment of AMUL Dairy, Anand. The industry is still in its
infancy and barely10% of our total milk production The most valuable resources that a dairy
business can have are reliable and productive workers. Today s tight labor market means that
workers have many employment choices. Dairy producers need to do all they can to keep their
best employees and attract other excellent workers to their team.
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1.3 COMPANY PROFILE

Milma is the popular name given to Kerala Co-operative Milk Marketing
Federation (KCMMF). Milma started its operation in 1980 with its head office at
Thiruvananthapuram. It was started under the Indo-Swiss project. The project was launched in
1963 on the basis of a bilateral agreement executed between the Swiss Confederation and the
Government of India. The project has made great strides in the improvement of livestock
farming in the state. One of them is the development of Swiss Brown, a cross breed suited for the
states conditions. The project is now managed by the Kerala Livestock Development and Milk
Marketing Board. It main motive was to implement the Operation Flood programme started by
the National Dairy Development Board (NDDB) in Kerala. The project impact was so
widespread that close to about 83%of the adult cattle to the state got converted to the new breed-
Sunandini, the milk production increased by over ten times and the availability of milk increased
by over 7 times with over a million families dependant on
milk production. The project has succeeded in integrating better technology and management to
the traditional small holder production system. It also demonstrated how the high productive,
semi stall fed cows led to a spontaneous decline in the total bovine population of the state from
34.6 lakh in 1977 to 21.86 lakh in 2003 when the total bovine population of India went through
an upsurge. This contributed immensely to environmental sustainability. By demonstrating a
growth model for productivity enhancement, the productivity enhancement, the project not only
impacted the million small livestock in Kerala, but also millions outside the state. The project
demonstrated revolutionary institutional changes beginning with the Indo
Swiss project of Kerala, an autonomous institution under the government of Kerala Live stock
Development Board, with the formidable dairy cooperative System under the Kerala Cooperative
Milk Marketing Federation (MILMA), under the able guidance of its first managing director
S. Nagarajan IAS, spun off as successful an independent entity.
PALAKKAD DAIRY
Milma Palakkad dairy was located in Kalepully, Palakkad. Palakkad dairy is

one of the three dairies under Malabar Regional Cooperative Milk producers union limited. This
diary came into existences in 1967 as Palakkad Cooperative milk supply union limited under the
Madras Cooperative societies act. But in 1978 KLD and MM Board had taken over this
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dairy and it was under their control until 1983. In 1983 Kerala cooperative milk marketing
federation limited taken over this dairy from KLD and MM Board. Milma milk producers union
limited taken over this dairy and it started functioning very smoothly and achieved success is
each and every step under this dairy two milk chilling plants are also functioning one at
Attapady, and other is in Pattambi. Milma has 2,702 primary milk co-operative societies, 7.78
lakhs farmer members, three Regional Co-operative Milk Producers' Union, eleven Dairies
capable of handling 9.90 lakhs litres of milk per day, thirteen Milk Chilling Centers, two Cattle
Feed Plants with cumulative capacity of 600MT per day, one Milk Powder Plant of 10MT per
day capacity, a well established Training Centre, 5,200 retail outlets and over 32,000 people
working either directly or indirectly for the functioning of Milma.
Milma serves with a mission “Farmers prosperity through consumer satisfaction” and
their vision is "To bring about socio economic development of dairy farmers on a sustainable
BSIS Providing quality of milk and milk products to the customers at a reasonable price”
1.3.1 PRODUCT PROFILE
Milma has a range of products. A marketing chain consisting of nearly 4000
retail outlets. Across the state ensures availability of Milma's products to consumers. Milma
With its motto Your health is our concern" has become synonymous with assured quality of milk
and milk products. Milma's spectrums of products adhere to the PFA rules and are released for
distribution only alter stringent quality checks. Their products are,
1. MILK
A .Pasteuried milk
Milma pasteurized Vitamin A enriched milk comes in 3 varieties
 Fat free milk

 Toned milk which contains 3.0% fat and 8.5% SNF
 Standardized milk: which contains 4.5% fat and 9.0% SNF
Conveniently packed in 500 ml and l liter sachets, the fat content range of Milma’s
milk has made it the popular health drink of young and old alike.
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B. Sterilised flavoured skimmed milk
Prepared from the pasturized milk and sweetented with sugar cane and flavored
with cardamom. It is very tasty in chilled condition.
2. ICE CREAMS
Milma ice cream is available in a range of lip smacking flavours : Vanilla,

Chocolate, Mango, Strawberry, and Fruits and Nut.
3. CURD
It is a subsidiary product of Milma which is produced in dance. Curd is an
important milk product produced from milk by the addition of ennui-e prepared in the
laboratory to the skimmed milk. Milma curd does not contain much flit in it but it contains l0
2 'o SNF In it. The product is generally marketed in 500 gram packets through a chain of
wholesale and retail dealers. Each packet of curd is sold to the wholesale and retail dealers.
The maximum retail men is Rs 50per packet.
Sambharam - Sambharani (Buttermilk) contains 4 5 percent total solids and natural flavour
extracts. Ideal as thirst quencher during hot season Prepared under hygienic conditions using
fully natural process. It is available In 200 ml sachets.
Lassi - It is a sweetened and flavoured product prepared from curd. It is available in 200ml
pack.
4. FAT PRODUCTS
A. Ghee - Milma produces good quality. pure ghee from butter or cream at all dairies.
B. Butter - Milma butter prepared from the cream of milk contains 8 %fat and lets than l5%
writer
5. BEVERAGES
A. Tetra pack flavoured milk - Milma offers a range of flavoured health drinks in hygienic
tetra packs Cardamom milk has already captured the market and are available at all Milma
outlets.
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B. Refresh - In addition to health drinks Milma also has a Mango drink in the market.
6. SWEETS
A. Peda - An Indigenous milk product manufactured by evaporating water content from a

whole sale cows milk.
B. Cream roll - Mixtures of tasty ice cream and fruity encircled with oven fresh sponge
cakes.
1.4 STATEMENT OF THE PROBLEM
In the emerging knowledge based economy it has become necessary to know

howmuch market power lies with the brand name. The study of brand awareness is essential
in marketing planning. Customer needs and preferences keep changing where brands
ultimately command customer’s loyalty.
The study help to understand the brand awareness and what problems are being
faced by the consumers, to which appropriate measures to be taken to solve the problems.
1.5 OBJECTIVES OF THE STUDY
 To find out the awareness level of customers of brand Milma.

 To find out the products with which Milma has to compete in the market.
 To study the consumer perception of Milma.
 To find out the customer satisfaction of Milma .
 To find out the factors and variables of brand that influence them to purchase.
 To see whether brand awareness influences the buying behaviour or not.
1.6 SIGNIFICANCE OF THE STUDY
A key to managing brands in an environment of complexity is to consider them as

not just individual performers but as members of a system of brands that must work together to
support one another. The significance of the study lies in the detonation of the consumer-brand
relationship spectrum, which is instrumental in developing a strong bond between the consumer
and the company. A host of advertising and communication benefits may result from creating
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awareness of and a positive image for a brand. These benefits can be seen by considering the
manner in which a consumer responds to marketing communications.
1.7 SCOPE OF THE STUDY
The study helps to know the awareness level of Milma products. It helps to find out
the familiarity of customers towards brand.
1.8 PERIOD OF THE STUDY
Study covers a period of six weeks commencing from 17thJanuary 2018 to 27th
February 2018.
1.9 AREA OF THE STUDY
The area of the study was conducted among the customers in the area
Kollam .It is located in Kerala District in India.
1.10 LIMITATION OF THE STUDY
 The accuracy of the data depends upon the information provided by the respondents.
 Some of the respondents were busy to comment.
 The sample size was small in number.
1.11 CHAPTERIZATION
Chapterization is essential for presenting the study in an organized and accurate

way. The present study chapterised the following ways.
 The first chapter provide brief information about introduction of the study, scope,
problems, objectives , limitations, industry and company profiles.
 The second chapter describes the review of literature.
 The third chapter deals with the research methodology.
 The fourth chapter contains data analysis and interpretation.
 The fifth chapter contains findings ,suggestions and conclusion.
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CHAPTER 2
REVIEW OF LITERATURE
2.1 INTRODUCTION
During the past years, the service sector has been showing an increasing
importance in the global economy and has been expanding at a faster rate than the manufacturing
and the agricultural sector (Wirtz et al. 2015). According to The World Bank (2015),the service
sector accounted for half of world GDP (Gross Domestic Product) in the 1980s, growing up to
two-thirds by the mid-1990s and reaching 70.5% in 2013. Besides, the majority of high-income
countries are post industrializing, relying more on services than on industry activities.
2.2 REVIEW OF LITERATURE
The review of related studies are stated as follows.
1. J. Douglas McConnell (1968), has conducted a research study titled, “The

Development of Brand Loyalty: An Experimental Study”, A field experiment with a factorial
design showed that consumers developed preferences for three brands of a physically
homogeneous product (beer), identical except for brand name and price. The significance of the
experiment for marketing researchers lies mainly in the relative importance of perceived quality
as a determinant of brand loyalty. Obviously price is only one cue to quality in the real world,
and this makes perceived quality more difficult to measure than purchases over time.
Nevertheless, it is considered that more complex models having such variables will provide
considerably greater predictive power than the stochastic models being suggested.
2. Jagdish N. Sheth (1968), in the paper, “A Factor Analytical Model of Brand

Loyalty”, With factor analysis as a method of estimating parameters, an empirical model of
measuring brand loyalty for individual consumers based on frequency and pattern of purchases is
presented. Since we are more accustomed to probability notions, an interesting extension of this
_____________________________________________________________________________
1. J. Douglas McConnell, The Development of Brand Loyalty: An Experimental
Study, Journal of Marketing Research, Vol. 5, No. 1 (Feb., 1968), pp. 13-19.
2. Jagdish N. Sheth (1968,A Factor Analytical Model of Brand Loyalty, Journal of
Marketing Research, Vol. 5, No. 4 (Nov., 1968), pp. 395-404.
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research would be to establish isomorphic transformation of brand loyalty scores into probability
measures. The resulting probabilities would then be functions of both frequency and pattern
(history) of purchases because brand loyalty scores are themselves based on both frequency and
pattern of purchases. Despite some limitations, the method seems superior to stochastic models
for generating robust measures at the individual level. Reviews in brand loyalty are restricted
though it is an exhaustive area to explore complete reviews and it may deviate from the title.
3. Kevin Lane Keller (1993), has contributed a paper in the topic,
“Conceptualizing, Measuring, and Managing Customer-Based Brand Equity”. The author
presents a conceptual model of brand equity from the perspective of the individual consumer.
Customer-based brand equity occurs when the consumer is familiar with the brand and holds
some favorable, strong, and unique brand associations in memory. The article also explores some
specific aspects of this conceptualization by considering how customer based brand equity is
built, measured, and managed. Building brand equity requires creating a familiar brand name and
a positive brand image-that is, favorable, strong, and unique brand associations. Strategies to
build customer-based brand equity are discussed in terms of both the initial choice of the brand
identities (brand name, logo, and symbol) and how the brand identities are supported by and
integrated into the marketing program. Two basic approaches to measuring customer-based
brand equity are outlined. The indirect approach measures brand knowledge (brand awareness
and image) to assess the potential sources of brand equity. The direct approach measures the
effects of the brand knowledge on consumer response to elements of the marketing mix. This
article provides the base for this research study.
4. Chan Su Park and V. Srinivasan (1994), their study on “A Survey-Based
Method for Measuring and Understanding Brand Equity and Its Extendibility” the authors
develop a new survey-based method for measuring and understanding a brand's equity in a
product category and evaluating the equity of the brand's extension into a different but related
___________________________________________________________________________
3. Kevin Lane Keller, Conceptualizing, Measuring, and Managing Customer-
Based Brand Equity, The Journal of Marketing, Vol. 57, No. 1 (Jan.,1993), pp. 1-22.
4. Chan Su Park; V. Srinivasan (1994, A Survey-Based Method for Measuring and
Understanding Brand Equity and Its Extendibility, Journal of Marketing Research, Vol. 31, No.
2, Special Issue on Brand Management (May, 1994), pp. 271-288.
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product category. It uses a customer-based definition of brand equity as the added value
endowed by the brand to the product as perceived by a consumer. It measures brand equity as the
difference between an individual consumer's overall brand preference and his or her brand
preference on the basis of objectively measured product attribute levels. To understand the
sources of brand equity, the approach divides brand equity into attribute-based and non attribute-
based components.
5. Cathy J. Cobb-Walgren, Cynthia A. Ruble and Naveen Donthu (1995) in
their paper titled Brand Equity, Brand Preference, and Purchase Intent, explores some of the
consequences of brand equity. In particular, the authors examine the effect of brand equity on
consumer preferences and purchase intentions. As a result of the study, across the two categories
hotels and household cleansers, the brand with the higher advertising budget yielded
substantially higher levels of brand equity. In turn, the brand with the higher equity in each
category generated significantly greater preferences and purchase intentions.
6. Deepak and Agarwal (1996), in their research study, “Effect of Brand Loyalty
on Advertising and Trade Promotions: A Game Theoretic Analysis with Empirical Evidence”, In
this paper the authors examined the issue of balancing media advertising (pull strategy) and trade
promotions (push strategy)for manufacturers of consumer packaged goods. The analysis
indicates that, if one brand is sufficiently stronger than the other and if advertising is cost
effective, then the stronger brand loyalty requires less advertising than weaker brand loyalty, but
a larger loyal segment requires more advertising than a smaller loyal segment. The analysis
indicates that the retailer promotes the stronger loyalty brand more often but provides a smaller
price discount for it compared to the weaker loyalty brand. In this sense, the stronger brand plays
"offensive" by using more trade promotions, and the weaker brand plays "defensive" by
5. Cathy J. Cobb-Walgren; Cynthia A. Ruble; Naveen Donthu (1995) . Brand

Equity, Brand Preference, and Purchase Intent,: Journal of Advertising, Vol. 24, No. 3 (Autumn,
1995), pp. 25-40.
6. Deepak Agrawal, Effect of Brand Loyalty on Advertising and Trade Promotions:
A Game Theoretic Analysis with Empirical Evidence,Source: Marketing Science, Vol. 15, No. 1
(1996), pp. 86-108.
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emphasizing advertising. The results shows that, the retailer promotes stronger loyalty brands
more often but provides a smaller price discount on average for them compared to weaker
loyalty brands.
7. Lauranne Buchanan, Carolyn J. Simmons and Barbara A. Bickart (1999),
written an article labeled as Brand Equity Dilution: Retailer Display and Context Brand Effects.
In this research, the authors demonstrate that the retailer's display decisions can negate the equity
of an established brand. Specifically, the results demonstrate that high-equity brand valuations
are influenced by an unfamiliar context brand when (1) a mixed display structure leads
consumers to believe that the context brand is diagnostic for judging the high-equity brand, (2)
the precedence given to one brand over another in the display makes expectations about brand
differences or similarities accessible, and (3) the unfamiliar context brand disconfirms these
expectations.
8. Tülin Erdem, Joffre Swait, Susan Broniarczyk, Dipankar Chakravarti,
Jean-Noël Kapferer, Michael Keane, John Roberts, Jan-Benedict E. M. Steenkamp and
Florian Zettelmeyer (1999), contributed are search study in the title, Brand Equity, Consumer
Learning and Choice, The objective of this paper is to explore the links between brand equity,
consumer learning and consumer choice processes in general and considering two recent trends
in the market place: Store brands and the Internet. Brand equity has generally been defined as the
incremental utility with which a brand endows a product, compared to its non-branded
counterpart. The study amplified this definition and proposed that brand equity be the
incremental effect of the brand on all aspects of the consumer's evaluation and choice process.
_____________________________________________________________________________
7. Lauranne Buchanan, Carolyn J. Simmons and Barbara A. Bickart(1999).

Brand Equity Dilution: Retailer Display and Context Brand Effects Journal of Marketing
Research, Vol.36, No. 3 (Aug., 1999) (pp. 345-355).
8. Tülin Erdem; Joffre Swait; Susan Broniarczyk; Dipankar Chakravarti; Jean-
Noël Kapferer; Michael Keane; John Roberts; Jan-Benedict E. M. Steenkamp; Florian
Zettelmeyer, Brand Equity, consumer Learning and Choice, MarketingLetters, Vol. 10, No. 3,
HEC Choice Symposium (Aug., 1999).
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9. Arjun Chaudhuri and Morris B. Holbrook (2001), conducted a study in

the topic, “The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The
Role of Brand Loyalty”. The authors examine two aspects of brand loyalty, purchase loyalty and
attitudinal loyalty, as linking variables in the chain of effects from brand trust and brand affect to
brand performance (market share and relative price). The results indicate that when the product-
and brand-level variables are controlled for, brand trust and brand affect combine to determine
purchase loyalty by high market share and attitudinal loyalty by high relative price.
10. Lampo, Sandra Scamardo (2001) in his Ph.D study titled as “An
exploration of services branding, explored the reasons for branding of services. He quoted in his
study that, brand development is crucial in services, and may be even more important to services
than to products. This dissertation contributes a theoretically- and empirically-based model of
services brand preference to the literature providing academicians and brand managers a useful
framework for understanding the relationship between services brand associations, service type,
and services brand preference. The results outlined the importance of fundamental aspects of
services branding, which gives more emphasis for the present research.
11. James B. Faircloth, Louis M. Capella and Bruce L. Alford (2001), in
their research paper titled, the Effect of Brand Attitude and Brand Image on Brand Equity
operationalizes brand equity and empirically tests a conceptual model adapted from the work of
Aaker (1991) and Keller (1993) considering the effect of brand attitude and brand image on
brand equity. The results indicate that brand equity can be manipulated at the independent
construct level by providing specific brand associations or signals to consumers and that these
_____________________________________________________________________________
9. Arjun Chaudhuri; Morris B. Holbrook The Chain of Effects from Brand Trust
and Brand Affect to Brand Performance: The Role of Brand Loyalty,The Journal of Marketing,
Vol. 65, No. 2 (Apr., 2001), pp. 81-93.
10. Lampo, Sandra Scamardo (2001). An exploration of services branding. Ph.D.
dissertation, Texas A&M University, United States -- Texas. Retrieved July 15, 2011, from
ABI/INFORM Global.(Publication No. AAT 3033824).
11. James B. Faircloth; Louis M. Capella; Bruce L. Alford (2001) The Effect of
Brand Attitude and Brand Image on Brand Equity,: Journal of Marketing Theory and Practice,
Vol. 9, No. 3 (Summer, 2001), pp. 61-75.
18
associations will result in images and attitudes that influence brand equity. The results suggest
that focusing on the constructs that create brand equity is more relevant to managers than trying
to measure it as an aggregated financial performance outcome.
12. Steve Hoeffler and Kevin Lane Keller (2002), conducted a research
study in the topic, “Building Brand Equity through Corporate Societal Marketing”. In this article,
the authors describe six means by which CSM programs can build brand equity: (1) building
brand awareness, (2) enhancing brand image,(3) establishing brand credibility, (4) evoking brand
feelings, (5) creating a sense of brand community, and (6) eliciting brand engagement. The
authors also address three key questions revolving around how CSM programs have their effects,
which cause the firm should choose, and how CSM programs should be branded. The results
identified through hypothesis are Co branding through a CSM program is most appropriate as a
means to complement the brand image with the specific associations leveraged from the cause.
Self-branding a CSM program is most appropriate as a means of augmenting existing consumer
associations through emotional or imagery appeals.
13. Susan M. Broniarczyk and Andrew D. Gershoff (2003), conducted a
research in the topic, “The Reciprocal Effects of Brand Equity and Trivial Attributes”. The
authors present two experiments that examine the effect of brand equity on consumer valuation
of such trivial attributes and the reciprocal effect that may have on brand equity. The results
show that both high and low equity brands benefit from offering an attractive trivial attribute in
the absence of a disclosure of its true value. Competing low equity brands benefit by sharing the
trivial attribute with a higher equity brand, whereas competing high equity brands benefit from
uniquely offering a trivial attribute.
12. Steve Hoeffler; Kevin Lane Keller, Building Brand Equity through
corporate Societal Marketing, Journal of Public Policy & Marketing, Vol. 21, No. 1, Social
Marketing Initiatives (Spring, 2002), pp. 78-89.
13. Susan M. Broniarczyk and Andrew D. Gershoff (2003), The Reciprocal
Effects of Brand Equity and Trivial Attributes, Journal of Marketing Research, Vol. 40, No. 2
(May, 2003), pp. 161-175.
19
14. Peter J. Danaher, Isaac W. Wilson and Robert A. Davis (2003), in their
paper, A Comparison of Online and Offline Consumer Brand Loyalty, the authors’ compared
consumer brand loyalty in online and traditional shopping environments for over 100 brands in
19 grocery product categories. They compared the observed loyalty with a baseline model, a new
segmented Dirichlet model, which has latent classes for brand choice and provides a very
accurate model for purchase behavior. The results show that observed brand loyalty for high
market share brands bought online is significantly greater than expected, with the reverse result
for small share brands. In contrast, in the traditional shopping environment, the difference
between observed and predicted brand loyalty is not related to brand share.
15. Casey, Russell Allan (2003) in his study, the effect of brand equity on
brand knowledge: An empirical and comparative analysis focuses on the reciprocal effects of
brand extensions on brand knowledge and its effect on the parent brand. Previous findings state
that luxury brands appear to be able to extend into unrelated categories. The findings also
suggest that students that attend a Historically Black College/University (HBCU) perceive brand
extensions differently than students that attend a Predominately White Institution (PWI).
Conclusions suggest that companies desiring to make an unrelated brand extension should take
into consideration their target population prior to launching a brand extension.
16. Woo Gon Kim and Hong-Bumm Kim (2004) in their study, Measuring
Customer-based Restaurant Brand Equity: Investigating the Relationship between Brand Equity
_____________________________________________________________________________
14. Peter J. Danaher, Isaac W. Wilson and Robert A. Davis, A Comparison of
Online and Offline Consumer Brand Loyalty, Marketing Science, Vol. 22, No. 4 (Autumn, 2003)
(pp. 461-476).
15. Casey, Russell Allan (2003). The effect of brand equity on brand
knowledge: An empirical and comparative analysis. D.B.A. dissertation, Nova Southeastern
University, United States -- Florida. Retrieved July 15, 2011, from ABI/INFORM
Global.(Publication No. AAT 3083919).
16. Woo Gon Kim, & Hong-Bumm Kim. (2004). Measuring Customer-based
Restaurant Brand Equity: Investigating the Relationship between Brand Equity and Firms'
Performance. Cornell Hotel and Restaurant Administration Quarterly, 45(2), 115-131. Retrieved
July 15, 2011, from ABI/INFORM Global. (Document ID: 637059761).
20
and Firms' Performance stated that Strong brand equity is significantly correlated with revenues
for quick-service restaurants. The study tested four elements of brand equity, namely, brand
awareness, brand image, brand loyalty, and perceived quality. Of those attributes, brand
awareness had the strongest direct effect on revenues, while loyalty had the least effect. One of
the contrary finding was that, awareness showed the smallest effect on brand equity, far eclipsed
by image, loyalty, and product quality.
17. Girish N. Punj and Clayton L. Hillyer (2004), conducted a research
work in the topic, A Cognitive Model of Customer-Based Brand Equity for Frequently
Purchased Products: Conceptual Framework and Empirical Results research. Four cognitive
components are labeled as global brand attitude, strength of preference, brand knowledge, and
brand heuristic. The results indicate that all the identified cognitive components are important
determinants of customer-based brand equity. Specifically, the brand heuristic component serves
as an important mediator in 2 "cognitive chains" that link global brand attitude to brand
knowledge and global brand attitude to strength of preference, respectively.
18. Pankaj Aggarwal (2004), in his paper titled, “ The Effects of Brand
Relationship Norms on Consumer Attitudes and Behavior” quoted that, when consumers form
relationships with brands they use norms of interpersonal relationships as a guide in their brand
assessments. Two relationship types a reexamined: exchange relationships in which benefits are
given to others to get something back and communal relationships in which benefits are given to
show concern for other’s needs. Results also show that when the request for a return favor is
immediate, the evaluation of the communal and exchange participants is not significantly
different. A notable finding of the research is that the participants’ responses were not limited to
the specific action of the brand but extended to their overall brand evaluations as well.
______________________________________________________________________________
17. Girish N. Punj; Clayton L. Hillyer (2004) A Cognitive Model of Customer-

Based Brand Equity for Frequently Purchased Products: Conceptual Framework and Empirical
Results, Journal of Consumer Psychology, Vol. 14, No. 1/2 (2004), pp. 124-131.
18. Pankaj Aggarwal, The Effects of Brand Relationship Norms on Consumer
Attitudes and Behavior, Journal of Consumer Research, Vol. 31, No. 1 June 2004), pp. 87-101.
21
19. Roland T. Rust, Katherine N. Lemon and Valarie A.

Zeithaml,(2004),in their paper on, “Return on Marketing: Using Customer Equity to Focus
Marketing Strategy”, The authors present a unified strategic framework that enables competing
marketing strategy options. The change in the firm's customer equity is the change in its current
and future customers' lifetime values, summed across all customers in the industry. To
demonstrate how the approach can be implemented in a specific corporate setting and to show
the methods used to test and validate the model, the authors illustrate a detailed application of the
approach by using data from the airline industry. Their framework enables what-if evaluation of
marketing return on investment, which can include such criteria as return on quality, return on
advertising, return on loyalty programs, and even return on corporate citizenship, given a
particular shift in customer perceptions.
20. Janell D Townsend (2005) in his Ph D research titled, Sources and
consequences of brand equity in the automotive industry, focused to understand the effect of firm
level strategic actions on consumer based dimensions of brand equity, conceptualized as
awareness, intended loyalty, perceived quality, perceived economy, and image. The results
indicate a positive effect of advertising, as measured by annual expenditures, on all the
dimensions of brand equity, except luxury image. Innovativeness, as defined by new product
introductions, positively affects all the dimensions except perceived value. The contextual
factors of region of origin and global brand reach have mixed effects on the consumer-based
dimensions of brand equity.
19. Roland T. Rust, Katherine N. Lemon and Valarie A. Zeithaml, Return on

Marketing: Using Customer Equity to Focus Marketing Strategy, The Journal of Marketing, Vol.
68, No. 1 (Jan., 2004) (pp. 109-127).
20. Townsend, Janell D. (2005). Sources and consequences of brand equity in
the automotive industry. Ph.D. dissertation, Michigan State University, United States --
Michigan. Retrieved July 15, 2011, from ABI/INFORM Global.(Publication No.
AAT 3204807).
22
21. Thomas Bamert and Hans Peter Wehrli (2005) in their research work titled
as Service quality as an important dimension of brand equity in Swiss services industries assess
the quality dimension in CBBE measurers in the context of services and to compare it with
consumer goods. The results highlight the importance of the customer service in both consumer
and service industries. Customer service is important in consumer markets because it enriches a
product in different ways and influences brand equity dimensions as, in other words, perceived
quality. In the service industry customer service is a part of the perceived quality; more precisely
it stands for the functional quality.
22. Jelena Jokanovic (2005) in her research study, titled Corporate Brand
equity valuation in the Food and beverage Industry in Slovenia, All other corporate brands
do not add as much value to the overall companies’ market values. The results of the study reveal
that these companies are less sensitive to consumer perceptions. Owners of the corresponding
corporate brands, have to keep in mind that the brand equity valuation is crucial for their
companies. While measures such as profitability ratios must be considered short term, the value
of the brand is a long term strategic measure, which gives indication of the future potential of
both product and company. One of the implications of the study states that the influence of
equity of individual corporate brand on the overall value of the company differs from one
company to another.
23. Sreedhar Madhavaram, Vishag Badrinarayanan and Robert E.
McDonald (2005), contributed are search paper titled, Integrated Marketing Communication
(IMC) and Brand Identity as Critical Components of Brand Equity Strategy: A Conceptual
____________________________________________________________________________
21. Thomas Bamert, & Hans Peter Wehrli. (2005). Service quality as an important
dimension of brand equity in Swiss services industries. Managing Service Quality, 15(2), 132-
141. Retrieved July 15, 2011, from ABI/INFORM Global. (Document ID: 838856871)
22. Jelena Jokanovic, Ph.D Dissertation,(2005) Faculty of Economics, Corporate
Brand equity valuation in the Food and beverage Industry in Slovenia.
23. Sreedhar Madhavaram; Vishag Badrinarayanan; Robert E. McDonald, Integrated
Marketing Communication (IMC) and Brand Identity as Critical Components of Brand Equity
Strategy: A Conceptual Framework and Research Propositions. Journal of Advertising, Vol. 34,
No. 4, Integrated Marketing Communication (IMC) (Winter, 2005), pp. 69-80.
23
Framework and Research Propositions. This paper presents integrated marketing communication
(IMC) and brand identity as critical components of the firm's brand equity strategy. The findings
of the study reveals that synergy among the various marketing communication activities should
potentially make IMC more effective. This paper proposes that a well conceived and well-
communicated brand identity contributes to building brand equity by positively influencing the
IMC processes.
24. James B. Faircloth (2005) has conducted an exploratory research study in
the topic, ”Factors Influencing Nonprofit Resource Provider Support Decisions: Applying the
Brand Equity Concept to Nonprofits” . The study examines the influence of antecedent factors
on resource provider based brand equity for a NPO. The study, utilizing a telephone survey,
applies brand equity for the first time to then on profit sector and provides initial empirical
evidence of the multidimensional influence of brand personality, brand image, and brand
awareness antecedents of the resource providers' biased decision to support the nonprofit
organization after controlling for the influence of altruistic volunteerism. This extension of the
branding literature is adapted from the much more common customer based conceptualizations
of Aaker (1991) and Keller (1993). The results suggest an opportunity for non profits to compete
for these vital resources by nurturing and leveraging the antecedent factors which create resource
provider based brand equity.
25. Eda Atilgan, Safak Aksoy and Serkan Akinci, (2005), conducted a
research study on "Determinants of the brand equity: A verification approach in the beverage
industry in Turkey". This research study aims to examine the practicality and application of a
customer-based brand equity model, based on Aaker's well-known conceptual framework of
brand equity. The study concludes that brand loyalty is the most influential dimension of brand
equity. Weak support is found for the brand awareness an perceived quality dimensions.
_____________________________________________________________________________
24. James B. Faircloth; Louis M. Capella; Bruce L. Alford (2001) The Effect of
Brand Attitude and Brand Image on Brand Equity,: Journal of Marketing Theory and Practice,
Vol. 9, No. 3 (Summer, 2001), pp. 61-75.
25. Eda Atilgan, Safak Aksoy, Serkan Akinci, (2005),"Determinants of the
brand equity: A verification approach in the beverage industry in Turkey", Marketing
Intelligence & Planning, Vol.23 Iss: 3, pp.237 – 248.
24
2.3 CONCLUSION
This research shows the effect of brand credibility and brand awareness on
brand loyalty. The result shows that both brand credibility and brand awareness are useful for
creating brand loyalty. Brand credibility and brand awareness both are the key elements in
building brand loyalty, which is equally important for marketers and consumers. Brand loyalty
acts a potent brand differentiator and offer sustainable competitive advantage. Brand credibility
and brand awareness creating or reinforcing a brand’s personality enhances brand value or
equity, which in turn can be leveraged through brand extension. Brand loyalty also helps brands
to gain market share, command price premium and insulates from discounting brands. Brand
credibility also supports the manufacturers and customers relationship and makes them strong
and long .
25
CHAPTER 3
RESEARCH METHODOLOGY
3.1 INTRODUCTION
Research comprises “creative work undertaken on a systematic basis in order to

increase the stock of knowledge , including knowledge of humans, culture and society, and the
use of this stock of knowledge to devise new applications.
A research project may also be an expansion on past work in the field. To test
the validity of instruments, procedures, or experiments, research may replicate elements of prior
projects, or the project as a whole. The primary purposes of basic research are documentation,
discovery, interpretation, or the research and development of methods and systems for the
advancement of human knowledge.
3.2 RESEARCH DESIGN
A research design is a framework that has been created seeks answer to research
questions on the other hand research method technique to collect the information required.
3.3 METHODS AND INSTRUMENTS OF COLLECTION
Questionnaires are used for primary data collection. The data can be controlled in two ways:
PRIMARY DATA
It is one which is collected for the first time directly by interacting through the
customers in Milma dairy, Kollam.
SECONDARY DATA
It is collected from existing resources or relevant sources.
 Websites
 Books
 Survey
26
3.4 SAMPLING TECHNIQUE
Since customers are in different places convenience sampling technique was used
to collect the data.
3.5 POPULATION SIZE
The population of the study is infinite customers of Milma diary , Kollam.
3.6 SAMPLE SIZE
The sample size taken for the survey is 100 and the sampling method used for the survey
is simple random sampling.
3.7 STATISTICAL TOOLS
Statistical tools used for data collection are:
 Percentage analysis
 Weighted average method
 Chi-square test
Percentage analysis
The data gathered for the study is also presented in terms of percentages. The percentages
are calculated to the total of the subject. The processed data was analyzed and interpreted in the
chapter ‘Analysis and interpretation’.
Formula:
No. of respondents
Percentage analysis = x 100
Total no. of respondents

27
Weighted average method:
Weighted average method was applied to find out the desirable policies & practices that
are adopted by the company by ranking certain criteria’s in some of the important functional
areas of marketing.
Formula:
∑WX
Weighted average method XW =
∑W
XW = Weighted average method
X = Variable
W = Weight age
Chi-square test:
The chi-square test is an important test amongst the several tests of significance
developed by statics. If can also be used to make comparisons between theoretical population
and actual data when categories are used.
Formula:
Chi – square test = ∑ (O-E)2 / ∑ E
With degree of freedom (D.F) = (C-1) (R-1) where,
O – Observed frequency
E – Expected frequency
C – Number of columns
28
The following steps are to be calculated:
Step 1 : Setting up of hypothesis
Null hypothesis (H0): µ≠µ
Alternative hypothesis (H1): µ=µ
Step 2 : Computation of test statistic
X2 = ∑ (Oi-Ei) 2 / ∑ Ei
Step 3 : Level of significance (α = 0.05)
Step 4 : Degree of freedom = (R-1) (C-1)
Step 5 : Decision
If the computed value is lesser than tabulated value (at 5% level), accept the null
hypothesis.
If the computed value is greater than tabulated value (at 5% level), reject the null
hypothesis.
29
CHAPTER IV
DATA ANALYSIS AND INTERPRETATION
4.1 INTRODUCTION
The purpose of the data interpretation phase is to transform the data collection into the
credible evidence about the development intervence and its performance. The data used for the
analysis is primary data structured questionnaire is used collect the data.
Table 4.1
Age of the respondents
Age No.of respondents Percentage

Below 20 years 5 5
20-25 years 4 4
26-35 years 11 11
36-50 years 22 22
Above 50 years 58 58
Total 100 100%
Sources: Primary data
Interpretation
The table reveals that 58% of the respondents using Milma products are above the age
group of 50 years, 22% of the respondents are between the age group of 36-50 years, 11% of the
respondents are in the age group of 26-35 years, 5% is below 20-25 years and 4% falls in the
age group of 20-25 years.
Chart 4.1
Distribution showing age of the respondents
70
60
50
40
30 No.of respondents
20 Percentage
10
0
Below 20 20-25 26-35 36-50 Above 50
years years years years years
30
Table 4.2
Gender of the respondents
Gender No.of respondents Percentage
Male 47 47
Female 53 53
Transgender 0 -
Total 100 100%
Interpretation
The table reveals that 53% of the respondents are female, 47% of the respondents are
male.
Chart 4.2
Distribution showing gender of the respondents
60
50
40
30 No.respondents
Percentage
20
10
0
Male Female Transgender
31
Table 4.3
Marital status of the respondents
Marital status No.of respondents Percentage
Married 91 91
Unmarried 9 9
Total 100 100%
Interpretation
It is infered that 91% of the respondents using Milma products are married and 9% of the
respondents are unmarried.
Chart 4.3
Distribution showing marital status
100
90
80
70
60
Percentage
40
30
20
10
0
Married Unmarried
32
Table 4.4
Educational qualification of the respondents
Educational qualification No.of respondents Percentage
Degree/Diploma 29 29
Post graduate 24 24
Others 47 47
Total 100 100%

Interpretation
The table reveals that 47% of the respondents are neither post graduate or degree/diploma
using Milma products, 29% of the respondents have degree/diploma qualification and 24% of
the respondents are post graduate.
Chart 4.4
Distribution showing educational qualification
50
45
40
35
30
Percentage
20
15
10
0
Degree/Diploma Post graduate Others
33
Table 4.5
Monthly income of the respondents
Monthly income No.of respondents Percentage
10,000-20,000 32 32
20,001-30,000 23 23
30,001-40,000 25 25
40,001-50,000 11 11
Above 50,000 9 9
Total 100 100%

Interpretation
The table shows that out of 100 respondents 32% of the respondents have a monthly
income of Rs.10,000-20,000 and 25% of the respondents have between Rs.30,001-40,000 and
23% of the respondents earn a income of Rs.20,001-30,000 and 11% of the respondents monthly
income of Rs.40,001-50,000 and 9% of the respondents earn a income of Rs. 50,000 per month.
Chart 4.5
Distribution showing monthly income of the respondents
35
30
25
20
No.of respondents
15 Percentage
10
0
10,000-20,00020,001-30,00030,001-40,00040,001-50,000 Above 50,000
34
Table 4.6
Opinion regarding recall of brand
Opinion No. of respondents Percentage

Milma 92 92
Hatsun 2 2
Arokya 6 6
Total 100 100%

Inference
The table shows that out of 100 respondents 92% of the respondents agree that they recall
Milma first when they decide to buy milk, 6% of the respondents recalls Arokya and 2% of the
respondents remember Hatsun when to decide to buy milk.
Chart-4.6
Distribution showing recall of brand
100
90
80
70
60
Percentage
40
30
20
10
0
Milam Hatsun Arokiya
35
Table 4.7
Opinion regarding consumption of Milma milk

Daily 84 84
Often 16 16
Sometimes 0 -
Rarely 0 -
Never 0 -
Total 100 100%

Inference
The table shows that out of 100 respondents 84% of the respondents agrees that they use
milk in their day today activities and 16% of the respondents agrees that they use milk in often.
Chart-4.7
Distribution showing consumption of Milma milk
90
80
70
60
50
No.of respondents
40 Percentage
30
20
10
0
Daily Often Sometimes Rarely Never
36
Table-4.8
Opinion about Milma awareness

Totally agree 58 58
Agree 33 33
Neutral 8 8
Disagree 1 1
Totally Disagree 0 -
Total 100 100%

Inference
The table shows that out of 100 respondents 58% of the respondents totally agree that
they know about Milma very well and 33% of the respondents agrees and 8% of the respondents
are neutral and 1% of the respondents disagree about the awareness towards Milma.
Chart-4.8
Distribution showing Milma awareness
.
C70
h
60
a
r 50
t
40
- No.of respondents
4 30 Percentage
. 20
8
10
0
Totally agree Agree Neutral Disagree Totally
disagree
37
Table-4.9
Source of purchasing Milma products

Nearby homes 74 74
Co-operative societies 0 -
Nearby retail outlet 25 25
Combination of the above 1 1
Total 100 100%
Inference
It is infered that 74% of the respondents buy Milma from the shop near by their homes
and 25% of the respondents gets from nearby retail outlet and 1% of the respondents buy from
both the outlets.
Chart-4.9
Distribution showing source of purchasing Milma products
80
70
60
50
30 Percentage
20
10
0
Near by homes Co-operaiestive Near by retail Combinationof
socit outlet the above
38
Table-4.10
Opinion regarding customers awareness about the brand

Brand name and product quality 80 80
Promotional strategies 5 5
Company image 6 6
Pricing and packaging 8 8
Others 1 1
Total 100 100%
Inference
The table reveals that out of 100 respondents 80% of the respondents feels that brand
name and product quality of Milma dairy products foster the Milma to recall the brand, 8% of the
respondents feels that pricing and packaging, 6% of the respondents feels that company image,
5% of the respondents feels that promotional strategies and 1% of the respondents feels that
other factors influence them in purchasing Milma.
Chart-4.10
Distribution showing customers awareness about the brand
90
80
70
60
50
30
20 Percentage
10
0
Brand name Promotional Company Pricing and Others
and product strategies image packaging
quality
39
Table 4.11
Best competitor of Milma
Opinion No.of respondents Percentage
Amul 92 92
Hatsun 2 2
Arokya 6 6
Total 100 100%

Inference
The table reveals that 92% of the respondents feels that Amul is the toughest competitor
of Milma, where 6% feels Arokya and 2% feels Hatsun are the competitors for Milma.
Chart 4.11
Distribution showing best competitor of Milma
100
90
80
70
60
Percentage
40
30
20
10
0
Amul Hatsun Arogya
40
Table 4.12
Brand different from its competitors
Products Better Worse

No. of respondents Percentage No. of respondents Percentage
Milk 52 52 48 48
Ice cream 86 86 14 14
Curd 65 65 35 35
Fat products 23 23 77 77
Beverages 45 45 55 55
Sweets 81 81 19 19
Total 100 100% 100 100%

Inference
The table reveals that the Milma products like milk (52), ice cream (86), curd (65) and
sweets (81) are better than the competitors product and fat products (77) and beverages (55)
produced by Milma are worse than the competitors.
Chart-4.12
Distribution showing brand different from its competitors
100
90
80
70
60
40 Percentage
30 No.of respondents2
20 Percentage2
10
0
41
Table 4.13
Availability of Milma milk

Yes 75 75
No 6 6
Mostly 19 19
Total 100 100%

Interpretation
The above table reveals that 75% of the respondents agree that Milma milk is available
everywhere for purchase where 19% of respondents feels they mostly find the products available
and 6% of the respondents disagree that the Milma products are readily available.
Chart 4.13
Distribution showing availability of Milma milk
80
70
60
50
40 No.of srespondents
Percentage
30
20
10
0
Yes No Mostly
42
Table-4.14
Differentiating the factor of Milma brand

Quality and availability 62 62
Taste 24 24
Purity 4 4
Price 10 10
Total 100 100%
Inference
The table shows that out of 100 respondents 62% of the respondents feels that
quality and availability is differentiating Milma from other brands, 24% of the
respondents feels that taste, 10% of the respondents agrees that price and 4% of the
respondents feels that purity differentiates Milma from other brands.
Chart-4.14
Distribution showing differentiating the factor of Milma brand
70
60
50
40
No.of respodents
30
Percentage
20
10
0
Quality and Taste Purity Price
availability
43
Table-4.15
Expectation of Milma
Analysis and interpretation using weighted average method
Factors 4 3 2 1 Total Total Percent

score score/No.of age
respondents
Overall quality 2*4=8 18*3=54 39*2=78 41*1=41 181 181/100 2
Value 36*4=144 25*3=75 33*2=66 6*1=6 291 291/100 3
Purchase 2*4=8 8*3=24 36*2=72 54*1=54 158 158/100 2
experience
First use 36*4=144 45*3=135 10*2=20 9*1=9 308 308/100 3
experience
Usage experience 48*4=192 32*3=96 15*2=30 5*1=5 323 323/100 3
1-Not important, 2-Some what Important, 3-Important, 4 -Very important
Formula for weighted average method :-
X = W1X1 + W2X2 + W3X3 +………………..+ WNXN / W1 + W2 + W3 +……………… + WN
= ∑ WX / ∑ W

Inference
The factors value (3) , first use experience (3) ,usage experience (3) are important for the
customer while purchasing a Milma products and the factors overall quality (2) ,value (2) and
purchase experience (2) are some what important for the customer while purchasing a Milma
products.
44
Table-4 .16
Opinion regarding quality of milk

Excellent 8 8
Very good 72 72
Satisfactory 20 20
Poor 0 -
Very poor 0 -
Total 100 100%
Inference
The table shows that 72% of the respondents feels that the quality of milk is very good,
20% of the respondents are satisfactory with the quality and 8% of the respondents feels that the
quality of Milma milk is excellent.
Chart-4.16
Distribution showing quality of milk
80
70
60
50
Percentage
30
20
10
0
Excellent Very good Satisfactory Poor Very poor
45
Table-4.17
Satisfaction towards Milma dairy products

Highly satisfied 10 10
Satisfied 87 87
Dissatisfied 0 -
Neither satisfied nor dissatisfied 3 3
Highly dissatisfied 0 -
Total 100 100%
Inference
It is infered that, 87% of the respondents are satisfied with Milma dairy products, 10% of
the respondents are highly satisfied and 3% of the respondents are neither satisfied nor
dissatisfied with Milma dairy products.
Chart-4.17
Distribution showing Satisfaction towards Milma dairy products
100
90
80
70
60
50
No.of respondents
40
Percentage
30
20
10
0
Highly Satisfied Dissatisfied Neither Highly
satisfied satisfied nor dissatisfied
dissatisfied
46
Table-4.18
Satisfaction level towards new Milma products

Not at all satisfied 33 33
Somewhat Satisfied 13 13
Satisfied 41 41
Very Satisfied 10 10
Delighted 3 3
Total 100 100%
Inference
The table reveals that 41% of respondents are satisfied towards new Milma products,
33% of respondents are not at all satisfied, 13% of the respondents are some what satisfied, 10%
of the respondents are very satisfied and 3% of the respondents are delighted towards the Milma
products .
Chart-4.18
Distribution showing satisfaction level towards new Milma products
45
40
35
30
25
15 Percentage
10
5
0
Not at all Some what Satisfied Very satisfied Delighted
satisfied satisfied
47
Table-4.19
Comparitive to other brands

Much Better 12 12
Better 35 35
About the same 23 23
Worse 30 30
Much Worse 0 -
Total 100 100%
Inference
The table reveals that 35% of respondents feels that Milma brand is better than other
brands that prevail in the market. 30% of the respondents feels that Milma product worse the
comparative. 23%of the respondents feels that the same for the Milma brand and 12% of the
respondents feels much better the Milma brand than other brands.
Chart-4.19
Distribution showing comparitive to other brands
40
35
30
25
15 Percentage
10
0
Much better Better About the Worse Much worse
same
48
Table-4.20
Purchase towards Milma again

Definitely will 34 34
Probably will 35 35
Might or might not 28 28
Probably will not 3 3
Definitely will not 0 -
Total 100 100%
Inference
The table reveals that out of 100 respondents 35% of the respondents agree that will
probably purchase Milma again, 34% of the respondents agree that will definitely purchase
towards Milma again, 28% of the respondents agree that might or might not purchase towards
Milma again, 3% of the respondents agree that will not probably purchase towards Milma again.
Chart-4.20
Distribution showing purchase towards Milma again
40
35
30
25
15 Percentage
10
0
Definitely Probably will Mightor Probably will Definitely
will might not not will not
49
Table-4.21
Brand recommendation

Definitely will 45 45
Probably will 32 32
Might or might not 21 21
Probably will not 2 2
Definitely will not 0 -
Total 100 100%
Inference
The table shows that 45% of the respondents that they definitely will recommend the
Milma brand to others, 32% of the respondents feels that they might recommend , 21% of the
respondents feels that they are might or might not recommend and 2% of the respondents said
probably will not recommend Milma to others.
Chart-4.21
Distribution showing brand recommendation
50
45
40
35
30
20 Percentage
15
10
0
Definitely will Probably will Might or Probably will Definitely
might not not willnot
50
Table-4.22
Brand recall

Yes 97 97
No 3 3
Total 100 100%

Inference
The table shows that out of 100 respondents 97% of the respondents said that recalling
the Milma brand and 3% of the respondents said that never recalling Milma brand.
Chart-4.22
Distribution showing brand recall
120
100
80
Percentage
40
20
0
Yes No
51
Table-4.23
Brand loyalty
Opinion No. of Percentage

Respondents
I stick to the same product 89 89
I keep experimenting
with new products 10 10
I choose the least price
Product 1 1
Total 100 100%

Inference
The table shows that out of 100 respondents 89% of the respondents feels that they stick
to the same product, 10% of the respondents feels that they keep experimenting with new
products and 1% of the respondents says they choose the least price product while buying milk
products.
Chart-4.23
Distribution showing brand loyalty
100
90
80
70
60
40
Percentage
30
20
10
0
I stick to the same I keep experimenting I choose the least price
product with new products product
52
Table-4.24
Customers stick to the same product if their price is increased

Up to a certain limit in 34 34
price increase
Yes, irrespective of 16 16
price increase
No, I may look 50 50
for different product.
Total 100 100%
Inference
The table shows that 34% of the respondents feels that Up to a certain limit in price
increase the customers stick to the same product. 50% of the respondents feels that they stick to
the same product irrespective of increase in price. 16% of the respondents looks for different
products if Milma products price is increased.
Chart-4.24
Distribution showing customers stick to the same product if their price is increased
60
50
40
30 No.0f respondents
20 Percentage
10
0
Up to a certain limit in Yes, irrespective of price No, Imay look for
price increase increase different product
53
Table-4.25
Brand image

Quality 84 84
Communication 2 2
strategies
Competitive pricing 4 4
Good value 6 6
Added services 3 3
Free trails and 1 1
discounts
Others 0 -
Total 100 100%
Inference
The table reveals that 84% of the respondents feels that quality helps in building in a
brand image, 6% of the respondents feels that good value builds brand image, 4% of the
respondents feels that competitive pricing strategy builds brand image, 3% of the respondents
feels that added services increase the image, 2% of the respondents feels that communication
strategies followed builds the brand image and 1% of the respondents feels that free trails and
discounts offered builds the brand image of Milma.
Chart-4.25
Distribution showing brand image
90
80
70
60
50
40
30
10
0
Percentage
54
Table-4.26
Opinion regarding brand image of Milma milk

Excellent 7 7
Very good 71 71
Satisfactory 22 22
Poor 0 -
Very poor 0 -
Total 100 100%
Inference
The table shows that out of 100 respondents 71% of the respondents agree that Milma
milk has good brand image, 22% of the respondents agree that the brand image of Milma milk is
satisfactory and 7% of the respondents agree that of Milma milk has excellent brand image.
Chart-4.26
Distribution showing brand image of Milma milk
80
70
60
50
Percentage
30
20
10
0
Excellent Very good Satisfactory Poor Very poor
55
Table 4.27
Performance of Milma
Analysis and interpretation using weighted average method
Factors Tota Total Percent

l score/N age
4 3 2 1 scor o.of
e respond
ents
Overall quality 5*4=20 20*3=60 30*2=60 45*1=45 185 185/100 2
Value 2*4=8 8*3=24 36*2=72 54*1=54 158 158/100 2
Purchase 41*4=164 17*3=51 3*2=6 39*1=39 260 260/100 3
experience
First use 43*4=172 26*3=78 4*2=8 27*1=27 285 285/100 3
experience
Usage experience 2*4=8 18*3=54 39*2=78 41*1=41 181 181/100 2
4-Delightfully, 3-Very Satisfactory, 2-Somewhat Satisfactory, 1-Miserably
Formula for weighted average method :-
X = W1X1 + W2X2 + W3X3 +………………..+ WNXN / W1 + W2 + W3 +……………… + WN
= ∑ WX / ∑ W

Inference
The factors purchase experience (3) and first use experience (3) are very satisfactory for
the customer while purchasing a Milma products and the factors overall quality (2) ,value (2) and
usage experience (2) are some what satisfactory for the customer while purchasing a Milma
products.
56
CHI-SQUARE TEST
Table 4.28
Relationship between quality and recommend the product
Performance of Milma Overall quality
Total
Delightfully Very Somewhat Miserably
Satisfactory Satisfactory
Brand
recommendation
Definitely will 1 9 16 19 45
Probably will 2 7 9 14 32
Might or might not 1 4 4 12 21
Probably will not 1 0 1 0 2
Definitely will not 0 0 0 0 0
Total 5 20 30 45 100
Expected value
Performance of Milma Overall quality
Delightfully Very Somewhat Miserably

Satisfactory Satisfactory
Brand
recommendation
Definitely will 1 9 16 19
Probably will 2 7 9 14
Might or might not 1 4 4 12
Probably will not 1 0 1 0
Definitely will not 0 0 0 0
57
Calculation
O E O-E (O-E)2 (O-E)2/E

1 2.25 -1.25 1.5625 0.694
9 9.00 0 0 0
16 13.5 2.5 6.25 0.4629
19 20.25 -1.25 1.5625 0.0771
2 1.6 0.4 0.16 0.1
7 6.4 0.6 0.36 0.0562
9 9.6 -0.6 0.36 0.0375
14 14.4 -0.4 0.16 0.011
1 1.05 -0.05 0.0025 0.00238
4 4.2 -0.2 0.04 0.0095
4 6.3 -2.3 5.29 0.839
12 9.45 2.55 6.5025 0.688
1 0.1 0.9 0.81 8.1
0 0.4 -0.4 0.16 0.4
1 0.6 0.4 0.16 0.266
0 0.9 -0.9 0.81 0.9
0 0 0 0 0
0 0 0 0 0
0 0 0 0 0
0 0 0 0 0
∑= 12.64
O – Observed frequency
E – Expected frequency
Level of significance = 0.05
Degrees of freedom = (R-1) (C-1)
= (5-1) (4-1)
= (4) (3)
= 12

Inference
By applying chi-square test it is found that the calculated value is greater than
tabulated value, alternative hypothesis is accepted. Hence it is concluded that there is a
significant relation between quality and recommend the product.
58
CHAPTER 5
FINDINGS, SUGGESTIONS AND CONCLUSIONS
5.1 FINDINGS
General findings
 58% of the respondents using Milma products are above the age of 50 years.
 53% of the respondents are female.
 91% of the respondents using Milma products are married.
 47% of the respondents are neither post graduate or degree/diploma using Milma
products.
 32% of the respondents have a monthly income of Rs. 10,000-20,000.
The awareness level of customers of brand Milma
 92% of the respondents agree that they recall Milma first when they decide to buy milk.
 84% of the respondents agrees that they use milk in their day today activities.
 58% of the respondents agrees totally agree that they know about Milma very well.
 74% of the respondents buy Milma from the shop near by their homes.
 80% of the respondents feels that brand name and product quality of Milma dairy
products foster the Milma to recall the brand.
The products with which Milma has to compete in the market
 92% of the respondents feels that Amul is the toughest competitor of Milma
 The Milma products like milk (52), ice cream (86),curd (65) and sweets (81) are better
than the competitors product .
The consumer perception of Milma
 75% of the respondents agree that Milma milk is available everywhere for purchase.
 62% of the respondents feels that quality and availability is differentiating Milma from
other brands.
 The factors value (3) , first use experience (3) ,usage experience (3) are some what
important for the customer while purchasing a Milma products.
59
The customer satisfaction of Milma

 72% of the respondents feels that the quality of milk is very good.
 87% of the respondents are satisfied with Milma dairy products.
 41% of respondents are satisfied towards new Milma products.
 35% of respondents feels that Milma brand is better than other brands that prevail in the
market.
 35% of the respondents agree that will probably purchase Milma again.
 45% of the respondents that they definitely will recommend the Milma brand to others.
The factors and variables of brand that influence them to purchase
&
Brand awareness influences the buying behaviour or not
 97% of the respondents said that recalling the Milma brand.
 89% of the respondents feels that they stick to the same product .
 34% of the respondents feels that up to a certain limit in price increase the customers
stick to the same product.
 84% of the respondents feels that quality helps in building in a brand image.
 71% of the respondents agree that Milma milk has good brand image.
 The factors purchase experience (3) and first use experience (3) are some what
satisfactory for the customer while purchasing a Milma products.
5.2 SUGGESTIONS
 The minimum number of customers agrees that they know the Milma very well.
So more awareness programmes has to be set up by the company.
 New products when introduced have to be taken special care.
 A special research team has to be setup so that they analyze the new products.
 Promotional strategies of the company have to be widened up.
 The products advertising in the hill stations around kollam is relatively less so special
care has to be taken care.
60
5.3 CONCLUSIONS
Brands are a central feature of consumer marketing, they are important in building
long-term relationships with the consumer, irrespective of the type of market. Their importance
is now also being recognized in other markets including service and industrial. Through this
study it is found out that the brand (Milma) is quite known to peoples. Milma has built its brand
awareness among a relatively large number of people in an around kollam. The customers are
aware largely of the product with the help of Television and Hoardings and the product still has a
way to increase its advertising channels to reach the relatively large number of people. The
findings and suggestion provided by this analysis will help to increase the awareness level of
employees and motivate them suitably in their job.
5.4 BIBLIOGRAPHY
Websites:-
www.scribd.com
www.questionpro.com
www.google.com
Magazines:-
Companies Brochures & Manuals, Magazines Over drive Business
Today Books:-
Marketing Research -G.C Beri
Marketing Management-Philip Kotler
Marketing Management-V.S Ramaswamy & S. Namakumari
61
QUESTIONNAIRE
1. Name
2. Age
a) Below 20 years b) 20-25 years c) 26-35 years d) 36-50 years e) Above 50 years
3. Gender
a) Male b) Female c) Transgender
4. Marital status
a) Married b) Unmarried
5. Educational qualification
a) Degree/Diploma b) Post graduate c) Others, specify ---------------------
6. Monthly income
a) 10,000-20,000 b) 20,001-30,000 c) 30,001-40,000 d) 40,001-50,000 e) Above 50,000
7. What brand comes to your mind if you want to buy milk?
________________________________
8. How often have you consuming Milma milk?
a) Daily b) Often c) Sometimes d) Rarely e) Never
9. I think I know Milma well
a) Totally agree b) Agree c) Neutral d) Disagree e) Totally Disagree
10. From which source have you purchasing Milma dairy products?
a) Nearby homes b) Co-operative societies
c c) Nearby retail out d) Combination of the above
11. Which of the following elements of dairy products foster your awareness about the brand?
a) Brand name and product quality b) Promotional strategies c) Company image
d)Pricing and packaging e)Others e) Others
12.Who do you consider to be competitors of the brand?
a) Amul b) Hatsun c) Arokya
13. How is the brand different from its competitors (in terms of being both better and worse)?
Brand Better Worse
Milk
Ice cream
62
Curd
Fat products
Beverages
Sweets
14. Do you use the Milma milk because it is readily available?
a) Yes b) No c) Mostly
15. In which terms do you differentiate the Milma brand from other brands?
a) Quality and availability b) Taste c) Purity d) Price e) All the above
16. How important was performance on these attributes?
Factors Not Important Somewhat Important Very Important
Important
Overall quality
Value
Purchase
experience
First use
experience
Usage experience
17.Your opinion about the quality of Milma milk?
a)Excellent b)Very good c)Satisfactory d)Poor e)Very poor
18.Are you satisfied with Milma dairy products?
a) Highly satisfied b)Satisfied c)Dissatisfied
d) Neither satisfied nor dissatisfied e)Highly dissatisfied
19. Overall, how satisfied were you with your new Milma products?
a) Not at all satisfied b) Some what Satisfied c) Satisfied
d)Very Satisfied e)Delighted
20. Based on your awareness of product, is it better, the same, or worse than other brands of
m milk?
a) Much Better b) Better c) About the same d) Worse e) Much Worse
21. Based on your experience with Milma products, how likely are you to buy again?
a) Definitely will b) Probably will c) Might or might not
63
d) Probably will not e) Definitely will not

22. Based on your experience with Milma products, would you recommend this products to a
r friend?
a) Definitely will b) Probably will c) Might or might not
d) Probably will not e) Definitely will not
23.When you hear about product category can you recall Milma?
a) Yes b) No
24.Are you Loyal Customer to the product you buy?
a) Yes Always. I stick to the same product
b) Never, I keep experimenting with new products
c) Only for quality products. Where it is a commodity, I choose the least price Product
25.Will you stick to the same product if their price is increased?
a) Up to a certain limit in price increase
b) Yes, irrespective of price increase
c) No, I may look for different product, If any limit please specify_____________
26.Which of the following, according to you, help to build a good brand image?
a) Quality b) Communication strategies c) Competitive pricing
d) Good value e) Added services f) Free trails and discounts
g) Others h) If Others, please specify ____________________
27.Rank the brand image of Milma milk?
a) Excellent b) Very good c) Satisfactory d) Poor e) Very poor
28. How did your Milma products perform?
Factors Miserably Somewhat Very Satisfactory
Delightfully
Satisfactory
Overall quality
Value
Purchase
experience
First use
experience
Usage experience
64

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1

1.1 INTRODUCTION ABOUT THE STUDY

1.1.1 Brand Awareness

Types of brand awareness

There are two types of brand awareness:

1.1.2 Importance of Building Brand Awareness

 Promote the business

 Build business reputation

 Differentiate from competitors

1.1.3 Measuring brand awareness

Two types of recall test are used to measure brand awareness:

1.1.5 Disadvantages Of Brand Awareness

1.2 INDUSTRY PROFILE

HISTORY OF INTERNATIONAL DAIRY FEDERATIONS:

Countries producing milk are listed below

 Newzealand - 18.9 billion kg Brazil -34.3 billion kg

The history of dairy development can be broadly classified in to two distinct

Pre-Independence Period :- The history of Government intervention in the animal husbandry

In India, the market milk technology may be considered to have commenced

1.3 COMPANY PROFILE

Milma Palakkad dairy was located in Kalepully, Palakkad. Palakkad dairy is

Milma pasteurized Vitamin A enriched milk comes in 3 varieties

 Fat free milk

B. Sterilised flavoured skimmed milk

Milma ice cream is available in a range of lip smacking flavours : Vanilla,

A. Peda - An Indigenous milk product manufactured by evaporating water content from a

1.4 STATEMENT OF THE PROBLEM

In the emerging knowledge based economy it has become necessary to know

 To find out the awareness level of customers of brand Milma.

1.6 SIGNIFICANCE OF THE STUDY

A key to managing brands in an environment of complexity is to consider them as

1.8 PERIOD OF THE STUDY

1.9 AREA OF THE STUDY

1.10 LIMITATION OF THE STUDY

Chapterization is essential for presenting the study in an organized and accurate

2.2 REVIEW OF LITERATURE

The review of related studies are stated as follows.

1. J. Douglas McConnell (1968), has conducted a research study titled, “The

2. Jagdish N. Sheth (1968), in the paper, “A Factor Analytical Model of Brand

5. Cathy J. Cobb-Walgren; Cynthia A. Ruble; Naveen Donthu (1995) . Brand

7. Lauranne Buchanan, Carolyn J. Simmons and Barbara A. Bickart(1999).

9. Arjun Chaudhuri and Morris B. Holbrook (2001), conducted a study in

17. Girish N. Punj; Clayton L. Hillyer (2004) A Cognitive Model of Customer-

19. Roland T. Rust, Katherine N. Lemon and Valarie A.

19. Roland T. Rust, Katherine N. Lemon and Valarie A. Zeithaml, Return on

Research comprises “creative work undertaken on a systematic basis in order to

3.2 RESEARCH DESIGN

3.3 METHODS AND INSTRUMENTS OF COLLECTION

It is collected from existing resources or relevant sources.

3.4 SAMPLING TECHNIQUE

3.5 POPULATION SIZE

The population of the study is infinite customers of Milma diary , Kollam.

3.6 SAMPLE SIZE

3.7 STATISTICAL TOOLS

Statistical tools used for data collection are:

Percentage analysis = x 100

Total no. of respondents

Weighted average method:

Weighted average method XW =

XW = Weighted average method

Chi – square test = ∑ (O-E)2 / ∑ E

With degree of freedom (D.F) = (C-1) (R-1) where,

The following steps are to be calculated: