A STUDY ON CONSUMER SATISFACTION TOWARDS

AAVIN MILK IN PERAMBALUR DISTRICT

A Dissertation submitted to the

JAMAL MOHAMED COLLEGE (AUTONOMOUS)
AFFILIATED TO BHARATHIDASAN UNIVERSITY
TIRUCHIRAPPALLI
In partial fulfillment of the requirements
For the award of the Degree of
Master of Commerce

Submitted by
R.RAMADOSS
(Reg.No : 12PCO031)

Under the Guidance of

Dr.M. ABDUL HAKKEEM
M.Com.,M.B.A.,M.Sc(Psy).,M.Phil.,PGDCA.,Ph.D.,
Assistant Professor in Commerce

POST GRADUATE & RESEARCH DEPARTMENT OF COMMERCE

JAMAL MOHAMED COLLEGE (AUTONOMOUS)
College with Potential for Excellence
Autonomous and Affiliated to Bharathidasan University
Accredited with „A‟ Grade by NAAC – CGPA 3.6 out 4.0
Tiruchirappalli – 620 020

MARCH – 2014

1
Dr. M. ABDUL HAKKEEM JAMAL MOHAMED COLLEGE
M.Com.,M.B.A.,M.Sc(Psy).,M.Phil.,PGDCA.,Ph.D., (AUTONOMOUS)
Assistant Professor in Commerce TIRUCHIRAPPALLI - 20

DATE:

CERTIFICATE

This is to certify that the project work done under my guidance and the project work

entitled “A STUDY ON CONSUMER SATISFACTION TOWARDS AAVIN MILK IN

PERAMBALUR DISTRICT ’’ submitted by R.RAMADOSS (Reg.No:12PCO031) in

partial fulfillment of the requirement of the award of the Degree of MASTER OF

COMMERCE in JAMAL MOHAMED COLLEGE, (AUTONOMOUS) Affiliated to

Bharathidasan University, Tiruchirappalli – 20 for the academic period 2012 – 2014

is the original work of the candidate.

SIGNATURE OF THE SIGNATURE OF THE

HEAD OF THE DEPARTMENT PROJECT ADVISOR

SIGNATURE OF THE
EXTERNAL EXAMINER

2
 ACKNOWLEDGEMENT

First enforemost, I thank Almighty God for giving me the required strength and

wisdom to complete this project work successfully.

I thank to Dr. A.M. MOHAMED SINDHASHA, M.Com., M.B.A., M.Sc(Psy).,

M.Phil., Ph.D., Principal & HOD of Commerce, Jamal Mohamed College

(Autonomous), Tiruchirappalli, for giving me opportunity for undergoing this M.Com

course to in this institution.

My special thanks is due to Dr. P.M. MEERA MOHIADEEN, M.Com., B.Ed.,

M.Phil., Ph.D., HOD (i/c), PG &Research Department of Commerce for his interest

and kind help in making necessary arrangement to undertake this study.

I express my sincere thanks to Dr. M. ABDUL HAKKEEM, M.Com, M.B.A.,

M.Sc(Psy)., M.Phil., PGDCA., Ph.D., Assistant Professor in Commerce for the

guidance and suggestions in every level of project work. Also I thank all the

members of the staff in Department of Commerce for encouragement in this

Endeavour.

I extend my heartfelt thanks to my parents and friends who have helped me and

provided encouragement for the successful completion of this project work.

R.RAMADOSS

3
 CONTENTS

CERTIFICATE

ACKNOWLEDGEMENT

LIST OF TABLES

LIST OF CHARTS

CHAPTER
TITLE PAGE NO.
NO.

I DESIGN OF THE STUDY 1

PROFILE OF DAIRY DEVELOPMENT

II 8
DEPARMENT

CONSUMER BEHAVIOUR – AN OVERVIEW

III 31

IV DATA ANALYSIS AND INTERPRETATION 44

FINDINGS SUGGESTIONS AND

V 91
CONCLUSION

 BIBLIOGRAPHY
 APPENDIX

4
 LIST OF TABLES

TABLE PAGE
NAME OF THE TABLES
NO. NO.

4.1 AGE-WISE CLASSIFICATION OF THE RESPONDENTS 44

4.2 GENDER-WISE CLASSIFICATION OF RESPONDENTS 46

4.3 MARITAL STATUS OF RESPONDENTS 48

4.4 EDUCATIONAL QUALIFICATION OF THE RESPONDENTS 50

4.5 OCCUPATION OF THE RESPONDENTS 52

4.6 INCOME LEVEL OF THE RESPONDENTS 54

4.7 DIFFERENT QUALITY NAME 56

4.8 CONSUMPTION PERIOD OF THE RESPONDENTS 58

4.9 QUANTITY USAGE BY THE RESPONDENTS 60

4.10 REASONS FOR USAGE 62

PRODUCT PRICE AFFORDABLE OF THE

4.11 64
REEPONDENTS

BRAND FEATURES OF THE AAVIN MILK

4.12 66

4.13 DISTRIBUTION OF THE PRODUCT

68
4.14 RECOMMENDATION OF THE BRAND
70

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4.15 KNOWING THE BRAND 72

4.16 CONTINUOUS USEAGE OF BRAND 74

4.17 OVERALL SATISFACTION 76

4.18 REASONS FOR SELECTING THE PRODUCT (Ranking) 78

4.19 Gender and overall satisfaction (Cross tabulation) 82

GENDER AND OVERALL SATISFACTION OF THE AAVIN

4.20 83
MILK (Chi-square test)

Reasons for Usage and Overall Satisfaction (Cross 85

4.21
tabulation)

REASONS FOR USE AND OVERALL SATISFACTION OF 86

4.22
THE AAVIN MILK (Chi-Square Tests)
88
4.23 Brand Features and Overall Satisfaction (Cross tabulation)

BRAND FEATURES AND OVERALL SATISFACTION OF 90

4.24
THE AAVIN MILK (Chi-Square Tests)

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 LIST OF CHARTS

PAGE
CHART
NAME OF THE CHARTS NO.
NO.
4.1 AGE-WISE CLASSIFICATION OF THE RESPONDENTS
45
4.2
GENDER-WISE CLASSIFICATION OF RESPONDENTS 47
4.3
MARITAL STATUS OF RESPONDENTS 49
4.4
EDUCATIONAL QUALIFICATION OF THE RESPONDENTS 51
4.5
OCCUPATION OF THE RESPONDENTS 53
4.6
INCOME LEVEL OF THE RESPONDENTS 55
4.7 DIFFERENT QUALITY NAME
57
4.8 CONSUMPTION PERIOD OF THE RESPONDENTS
59
4.9 QUANTITY USAGE BY THE RESPONDENTS
61
4.10
REASONS FOR USAGE 63
4.11
PRODUCT PRICE AFFORDABLE OF THE REEPONDENTS 65
4.12 BRAND FEATURES OF THE AAVIN MILK
67
4.13 DISTRIBUTION OF THE PRODUCT
69
4.14 RECOMMENDATION OF THE BRAND
71
4.15 KNOWING THE BRAND
73
4.16 CONTINUOUS USEAGE OF BRAND
75
4.17 OVERALL SATISFACTION
77

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 CHAPTER- I

DESIGN OF THE STUDY

1.1 INTRODUCTION

Health is the level of functional or metabolic efficiency of a living organism. In

humans, it is the general condition of a person's mind and body, usually meaning to
be free from illness, injury or pain (as in "good health" or "healthy"). The World
Health Organization (WHO) defined health in its broader sense in 1946 as "a state of
complete physical, mental, and social well-being and not merely the absence of
disease or infirmity. “Although this definition has been subject to controversy, in
particular as lacking operational value and because of the problem created by use of
the word "complete," it remains the most enduring. Other definitions have been
proposed, among which a recent definition that correlates health and personal
satisfaction. Classification systems such as the WHO Family of International
Classifications, including the International Classification of Functioning, Disability
and Health (ICF) and the International Classification of Diseases (ICD), are
commonly used to define and measure the components of health.

Systematic activities to prevent or cure health problems and promote good

health in humans are undertaken by health care providers. Applications with regard
to animal health are covered by the veterinary sciences. The term "healthy" is also
widely used in the context of many types of non-living organizations and their
impacts for the benefit of humans, such as in the sense of healthy communities,
healthy cities or healthy environments. In addition to health care interventions and a
person's surroundings, a number of other factors are known to influence the health
status of individuals, including their background, lifestyle, and economic, social
conditions, and spirituality; these are referred to as "determinants of health." Studies
have shown that high levels of stress can affect your health.

Milk is a white liquid produced by the mammary glands of mammals. It is the

primary source of nutrition for young mammals before they are able to digest other
types of food.

8
 Satisfaction is a person‟s feeling of pleasure or disappointment resulting from
comparing a products perceived performance in relation to his or her expectations.
Whether the buyer‟s is satisfied after purchase depends on the offers performance in
relations to the buyers expectations. As the definition clear satisfaction is a function
of received performance and expectations. If the performances fall short of
expectations the consumer is satisfied. If the performances exceed expectations; the
consumer is highly satisfied or delighted.

The relevance and importance of understanding consumer satisfaction is

rotted is the modern marketing concept in order to operational this concept,
management attempts to solve some consumption problems of consumers however,
no business possibly help consumer solve their consumption problems unless he
understand them and unless he make an attempt to comprehend the buying
process and the factors influencing it.

Consumer satisfaction is dynamic. Therefore, it is necessary to continuously

study, analyze and understand it and monitor this understanding to the marketing
management so that effective decision can be taken it respect of products hinges in
the kind of predisposition positive negative that a consumer has developed towards
it. It is essential to study and analyze it in order to understand why he/she has
developed such a predisposition? Beside, and the described in the preceding
chapter, in particular the role of the government and the steadily emerging consumer
movement, necessitates that marketers in India must understand consumer
satisfaction their needs aspirations, expectations and problems. It will be extremely
useful in exploiting marketing opportunities and in meeting the challenges that the
Indian market offers.

DAIRY DEVELOPMENT IN INDIA

A success story on the dairy in India during the sixties was the farmer owned
Amul co-operative in Anand (Kaira DT, Gujarat) with its integrated approach to
Production, procurement processing and marketing on co-operative lines. Over the

9
years, this ensuring maximum returns to them. This model came to be known as
“AnandPattern”.

The efficiency of the model was worth replication. Therefore a dairy

Programmecalled “operation flood” was launched in 1970 under the aegis of the
National Dairy Development Board (NDDB). NDDB functioned as the technical
consultants, while Indian Dairy Corporation as the funding agency. The ideology
followed by “operation flood” was the remunerative linking of rural milk producing
centers with the urban demand centers so as to build up a viable dairy industry.
Marketing plays a vital role in fast moving world. It helps to identify the needs, want
and demand of the customer. It gives main suggestion to the production unit and the
business people to capture markets. Marketing also identifies the customer Needs,
want and demand. We can get lot of suggestion from the concessionaire regarding
customer‟s interest and our products strength and weakness. The concessionaire
plays a vital role in distribution of the product. In present world it is clear that no
business can run successfully without marketing.

The emphasis is on the marketing aspects like dealer‟s attitude, promotional

activities etc. these aspects give exposure on the practical side also for the future
marketing executives. With the above in view, a market study on a popular
consumer product is appropriate. The aspects like promotion activity, product
feature, consumer Preference, consumer satisfaction level and the importance given
to all the factors, there Likes and dislikes were taken up for study.

1.2 STATEMENT OF THE PROBLEM

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

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1.3 IMPORTANCE OF THE STUDY

The study is carried out understand the level of satisfaction Aavin milk. Users
in Perambalur District the study makes an attempt to know the awareness level of
customer about the service. So the study can be useful to know more about the
Aavin products and various services provide by it. The study tries to give a detailed
picture about the Aavin milk. The information gathered through the study could be
useful to the company to the formulate future practices and strategies to attract
customers. The geographic scope of the study is limited to Aavin milk in Perambalur
District.

1.4 OBJECTIVES OF THE STUDY:

The following are the important objectives of the study:

 To study the consumer taste and preference of Aavin milk products.

 To study the customer opinion about the brand image.
 To know the customers satisfaction level regarding the Aavin milk.

1.5 RESEARCH METHODOLOGY

Methodology is the way to solve the research problems systematically. It may

be understood as a science of studying how research is done scientifically. The
selected a particular place randomly survey. Fundamental to the success of any
format marketing research project is sound research design. A good research has
the characteristics viz., problem definition specific methods of data collection and
analysis, time required for research project and estimate of expenses to be incurred.
The function of a research design is to ensure that the required data are collected. A
research design and simply the framework or plan for the study that guides.

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1.5.1 DATA SOURCES

Primary Data:

The primary data was collected from the Aavin milk users, through structured
questionnaire and discussion with the Aavin milk users.

Secondary Data:

Apart from primary data, the secondary data is being collected through Text
Book, Journals, Reports and websites.

1.5.2 SAMPLING DESIGN

Sample Size:

Most of them were used Aavin milk in day-to-day life. Out of these, the
researchers were selected 200 users of Aavin milk.

Sampling Area:

The researcher were collected the primary data from Perambalur city and
Labbaikudikkadu. Therefore the researcher adopted convenience sampling for the
purpose of collecting the primary data.

Period of the Study:

The study covers the periods of three months from the respondents during
January 2014 to March 2014.

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1.5.3 TOOLS USED FOR ANALYSIS

Instrument:

A structured Questionnaire is used, and the type of questionnaire is the target

questions.

Methods:

The researcher was conducted by using contact methods through

Questionnaire, interview and Observation.

Techniques for data analysis:

The data is analyzed with “Simple analysis technique”. The data tool is
percentage method. Percentage method used in making comparison between two
or more criteria. This method is used to describe relationship. Percentage of
respondents =No. of Respondents/ total No. of Respondents X 100, Cross
tabulation among the employee background and other welfare factors and Chi –
square test where also applied.

1.6 HYPOTHESIS OF THE STUDY

The following are the important hypothesis of the study.

1. There is no significant relationship between gender of the respondents and

overall satisfaction of Aavin milk.

2. There is no significant relationship between reason for using the product and
overall satisfaction of Aavin milk.

3. There is no significant relationship between brand features and overall

satisfaction of Aavin milk.

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1.7 LIMITATION OF THE STUDY

The following are the important limitation of the study:

 The time limit is one of the main factors to conduct the study effectively.
 The data collection is applicable in Perambalur District only.
 The time period of research was restricted to limited days.
 The different views and opinions provided by the respondents were
Subjected to Personal bias.

 The respondents may not be true in filling up the questionnaires.

 The study was only confined to 200 respondents.
 The reliability of the data may not be dependable.

1.8 CHAPTER SCHEME

 The first chapter deals with Research Design. It includes.
1. An introduction.
2. Statement of the problem.
3. Importance of the study.
4. Objectives of the study.
5. Hypothesis of the study.
7. Limitation of the study.
8. Chapter scheme.
 The second chapter deals with the Profile of the Dairy Development Department.
 The third chapter deals with Consumer Behavior – An Overview.
 The fourth chapter deals with Analysis and Interpretations of the data.
 The fifth chapter deals with Findings, Suggestions and Conclusion.

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 CHAPTER – II

PROFILE OF DAIRY DEVELOPMENT DEPARTMENT

2.1 INTRODUCTION

The Dairy Development Department was established in 1958 in Tamilnadu.

The administrative and statutory controls over all the milk cooperatives in the State
were transferred to the Dairy Development Department on 1.8.1965. The
Commissioner for Milk Production and Dairy Development was made as the
functional Registrar under the Tamilnadu Cooperative Societies Act. With the
adoption of 'Anand pattern' in the State of Tamilnadu, Tamilnadu Co-operative Milk
Producers' Federation Limited was registered in the State on 1st February 1981. The
commercial activities of the Department such as Milk Procurement, Processing,
Chilling, packing and sale of milk to the consumers etc., hitherto dealt with by the
Tamilnadu Dairy Development Corporation Ltd., were transferred to the newly
registered Tamilnadu Co-operative Milk Producers' Federation Limited, popularly
known as "Avin".

In the wake of liberalization policy, private dairies have also entered into the
field of dairying. As per the directions of the Hon'ble Chief Minister of Tamilnadu high
priority has been given for improving the performance of milk Co-operatives by
adopting a systematic approach and proper strategy in Milk Co-operatives.
Significant achievement has been made by Milk Producers' Cooperative Societies,
Unions and Federation in the State of Tamilnadu.

The cattle population in India is approximately 15% of total cattle population in

the world. India stood no. 1 position in milk production. Tamilnadu is one of the
leading states in milk production. The milk production in Tamilnadu per day is 145.88
Lakh liters.

2.2 OBJECTIVES OF THE DAIRY DEVELOPMENT DEPARTMENT

(1) Assure a remunerative price for the milk produced by the member of the Milk

15
Producers' Co-operative Societies through a stable, steady and well organized
market.

(2) Distribution of quality milk and milk products to the consumers at reasonable
price.

Keeping these objectives in mind, a number of activities are undertaken by

the Dairy Development Department, viz., Provision of free veterinary health cover to
all animals owned by the members of milk cooperatives, implementation of Artificial
Insemination Programmer, supply of balanced cattle feed and inculcation of farmers
with the modern animal husbandry methods and practices.

All activities, which are essential for the up gradation of the milch animals and
improving their productivity in the long run, have been undertaken.

Provision of necessary infrastructure facilities for marketing milk and milk

products and supply of quality milk to the consumer has been made by way of
establishing new chilling centers, pasteurization plants and adoption of modern
processing system.

2.3 DEPARTMENTAL SET UP

The Commissioner for Milk Production and Dairy Development is the Head of
the Dairy Development Department. He is the functional registrar in respect of Dairy
Co-operatives in the State. He is also the Ex-officio Managing Director of the
Tamilnadu Cooperative Milk Producers' Federation Limited. i.e. Avin.

The Commissioner for Milk Production and Dairy Development exercises all
the statutory powers with regard to the registration of societies, supervision,
inspection, inquiry, disputes, liquidation of milk cooperatives including the District
Cooperative Milk Producers' Unions and Federation under the relevant provisions of
the Tamilnadu Cooperative Societies Act, 1983 and Tamilnadu Cooperative

16
Societies Rules, 1988. While discharging the statutory functions, the Commissioner
for Milk Production and Dairy Development is assisted by the Deputy Milk
Commissioner (Co-operation) in the rank of Joint Registrar of Cooperative Societies
and a Deputy Registrar at the Headquarters besides 23 Deputy Registrars (Dairying)
at the District level by way of conferring the powers of the functional Registrar.

2.4 FUNCTIONS OF THE DAIRY DEVELOPMENT DEPARTMENT

The main functions of the Dairy Development Department include

Organization of societies, registration of societies, supervision and control of primary
milk cooperatives, District Cooperative Milk Producers Unions and Tamilnadu
Cooperative Milk Producers Federation.

The Dairy Development Department exercises statutory function - like Inquiry,

Inspection, Surcharge and Super session, appointment of special officers, liquidation
and winding up of dormant Societies etc. The Commissioner for Milk Production and
Dairy Development, Deputy Milk Commissioner (Co-operation), and Circle Deputy
Registrars (Dairying) are vested with quasi-Judicial powers in respect of settlement
of disputes, appeal, revision and review under various provisions of Tamilnadu
Cooperative Societies Act, 1983 & the Tamilnadu Cooperative societies Rules, 1988
made there under .

The Commissioner for Milk Production and Dairy Development has been
designated as the State Registering Authority for the state of Tamilnadu, under the
provisions of Milk and Milk Products Order'92. All the Dairy units including private
Dairies handling more than 10,000 lpd of milk or Milk Products containing milk solids
in excess of 500 Metric tons per annum have to obtain registration certificate under
the provision of Milk and Milk Products Order'92. The Commissioner for Milk
Production and Dairy Development / State Registering Authority has been conferred
with powers to register the dairy units having handling capacity from 10,000 lpd to 2,
00,000lpd. The Commissioner / State Registering Authority, Deputy Milk

17
Commissioner (Co-operation) / District collectors and Deputy Registrars (Dairying)
have been authorized to carry out supervision and periodic inspection of the dairies.

2.5 PRIMARY DAIRY COOPERATIVES MILK SOCIETIES

A minimum of 25 or more individuals competent to contract under section 11

of the Indian Contract Act of 1872, owning milch animals, can form a Primary Dairy
Cooperative Society, with one or more villages as its area of operation. Such
persons have to approach the Circle Deputy Registrar's (Dairying) office functioning
at the District for further guidance. The members of Primary Cooperative milk society
have to supply milk to the Society which will procure milk on quality basis and they
will receive milk cost once in 10 days / 15 days from the Society. Milch animals are
provided with free veterinary health cover, artificial insemination and the supply of
balanced cattle feed. Inductions of farmers on modern animal husbandry practices
are aimed at by upgrading the milch animals and thereby improving their productivity
in the long run for the benefit of the members.

2.6 WOMEN MILK PRODUCERS’ COOPERATIVE SOCIETIES

In order to encourage the women members to contribute more to the dairy

sector, they are being called upon to organize women milk producers' cooperative
societies in their respective areas. There are 1210 women milk Producers‟
cooperative societies functioning in Tamilnadu.
Primary Milk Cooperative Societies and District cooperative Milk Producers
Unions and Federation were previously administered by elected Boards. As the
terms of office of the members of elected Board already expired and as they were
continuing only on extended term of office as per section 33(10) (aa) of Tamilnadu
Cooperative Societies Act, 1983, the Government issued orders terminating the
extended term of office of members of Boards of these societies and the Special

18
Officers have been appointed under section 89(1) of Tamilnadu Cooperative
Societies Act, 1983. All the primary Milk Cooperative Societies are now functioning
under the Control of Special Officers since 26.5.2001. In respect of District
Cooperative Milk Producers Unions, the Collectors of respective Districts have been
appointed as Special Officers and for Tamilnadu Cooperative Milk Producers
Federation Ltd., the Managing Director of the Federation has been appointed as
Special Officer. Consequent on the bifurcation of the Dharmapuri District and
creation of new District namely Krishnagiri, the District Collector of Krishnagiri has
been appointed as Special Officer of Dharmapuri District Cooperative Milk
Producers‟ Unions Ltd., with effect from 27.2.2004.

2.7 DISTRICT UNIONS OF FEDERATION

There are 17 District Co-operative Milk Producers‟ Unions functioning in Tamil

Nadu, covering 30 Districts. They are

1.Kancheepuram-Tiruvallur
2.Villupuram
3.Vellore
4.Dharmapuri
5.Salem
6.Erode
7.Coimbatore
8.Nilgiris
9.Madurai
10.Dindigul
11.Trichy
12.Thanjavur
13.Pudukkottai
14.Sivagangai
15.Virudhunagar

19
16.Tirunelveli
17 .Kanyakumari

(1)Establishment of chilling centers

(2) Formation of new milk routes to collect milk produced by the members of the
societies.

(3) Collection of milk from societies, process and pack in modern dairy plants by
maintaining quality standards.

(4) Supply of quality milk to Chennai Metro under hygienic conditions.

(5) Fixation of procurement and selling price of Milk

(6) Increase of liquid milk sales by introducing innovative sales promotional

activities.

(7) Supply of inputs to the members of the societies.

(8) Render Veterinary Health Service and emergency service to the cattle of
members of primaries, to impart training on First aid and on Artificial insemination to
the staff of member societies.

(9) Extending Artificial insemination services to the cattle owned by the members of
Milk Cooperative Societies.
(10) Providing milk cans, Milk 'O' testers and LN2 containers.

(11) Salem, Erode, Madurai and Dharmapuri Unions are the Feeder Balancing
Dairies. Surplus milk in the District Unions, after meeting their local sales is diverted
to the nearest Feeder Balancing Dairies for conversion into milk products, such as
Skim Milk Powder, Butter and Ghee.

(12) The three Cattle Feed Plants at Madhavaram, Erode and Kappalur are run by
the Kancheepuram - Tiruvallur Union, Erode Union, and Madurai Union respectively.

20
The production capacity of these cattle feed plants is 100 MT per day each. The
balanced cattle feed produced in the form of pellets and mash are supplied to the
members of the Milk Co-operatives, livestock farms manned by the Animal
Husbandry Department and to various local bodies including the Corporation of
Chennai.

2.8 FUNCTIONS OF FEDERATION (TCMPF)

The Tamilnadu Co-operative Milk Producers' Federation Limited is an apex

body of 17 District Cooperative Milk Producers' Unions. The Federation has four
dairy plants in Chennai, one at Ambattur with a capacity of 4.00 lakh liters per day,
another at Madhavaram with a capacity of 2.00 lakh liters per day and the third dairy
at Sholinganallur with a capacity of 4.00 lakh liters per day. These dairies collect milk
from District Unions process and pack in sachets and send for sale to the
consumers in and around Chennai City. The fourth product dairy at Ambattur is
engaged in the manufacture of milk products such as Yogurt, ice cream, Khova,
Kulabjamoon, Buttermilk, Curd and Mysore pa .

2.9 Average milk procurement in DCMPUs in lakh liters per day.

21
 Year 2001-2002 17.49
Year 2002-2003 15.79
Year 2003-2004 17.26
Year 2004-2005 20.56
Year 2005-2006 21.59
2.10
Year 2006-2007 22.10
Year 2007-2008 21.64
Year 2008-2009 22.00
Year 2009-2010 22.30
Year 2010-2011 20.66
Year 2011-2012 21.40
Year 2012-2013 26.83

MARKETING
The three wings are carrying out the marketing of milk and milk products of the
Federation namely:

1. Metro Liquid milk marketing.

2. Metro Milk Product marketing.
3. Up country marketing.

The product wing of the Federation located at Nandanam directly carries of

marketing of the products in Chennai Metro and suburbs. The products are stored at
the Godown at Ambattur and distributed to the outlets.
The sale of milk in sachets is being carried out through 18 zones, 292 Federation
Depots, 184 Fedn. Distribution Points, 38 Whole Sale Milk Distributors, 89 Milk
Retailers and 49 Milk Consumers‟ Co-operative Societies and their depots
numbering 221 and 142 distribution points. The sale of milk product is being carried
out through 25 parlours, 145 Franchise Retail Outlets (FROs), 11 Wholesale
dealers, and 2824 Retailers. The Federation also caters to the needs for functions
like marriages by booking Special Orders.

22
 Standardized milk, Buffalo milk and double toned milk are being sold through
218 Automatic Vending Machines and 98 FRPs to the city consumers. Milk products
are also sold in certain AVM Units. Sachet milk sales are also carried out in AVM uni

SIGNIFICANT INFORMATION
S No Items Achievement as
on 01/08/2013
1. Total number of Milk Producers‟ Co-operative societies 9231
2. New MPCS organized 1460
3. Total number of Members in Milk co-operative societies 22.26 Lakh
4. Total No. of pouring members 4.19 lakh
5. Milk Production by societies 29.00 LLPD
6. No. of District Unions 17
7. State Level Federation 1
8. Milk Procurement by Unions 25.00 LLPD
9. Milk Marketing in Chennai City 10.57 LLPD
10. Milk Marketing in District Unions 9.78 LLPD
11. Number of Union Dairies 16
12. No. of Federation dairies 4
13. Handling Capacity Union Dairies 20.72 LLPD
14. Handling Capacity Federation Dairies 10.00 LLPD
15. Number of Chilling Centers (Functional) 35
16. Handling Capacity of Chilling Centers 14.75 LLPD
17. No. of BMC units functioning 184
18. Handling capacity of BMC 7.33LLPD

23
 19. No. of rural milk collection routes 528
20. No. of milk distribution routes at District level 230
21. No. of milk distribution routes at Chennai Metro (Sachet, 107
Bulk Vending and By products)
22. No. of Powder Plants 4
23. Capacity for drying milk 70 MTS

2.11 MAJOR OBJECTIVES OF THE 11TH FIVE YEAR PLAN FOR ENHANCING
THE CONTRIBUTION BY THE DAIRY DEVELOPMENT DEPARTMENT

OBJECTIVES AND STRATEGIES: IMPROVEMENT IN MILK PRODUCTION:

To increase milk procurement from 46 LLPD to 62 LLPD through organized

sector and from 30 LLPD to 42 LLPD through Co-operative sector.
STRATEGIES

Potential MPCS will be identified strengthened and milk procurement will be

increased. The milk collection / bulk milk routes will be re organized and the milk
collection area will be increased.
The identity of the MPCS will be established and dormancy will be brought down.
New MPCS minimum @ 250 per annum will be organized.
60 new Bulk Milk coolers will be installed in uncovered areas.
New Buildings will be constructed in the above BMC centers.
Society infrastructure to handle milk hygienically will be supplied to the MPCS.
Pourer members and milk production per member will be increased.

ENHANCEMENT OF MILKPRODUCTIVITY:

To improve the animal milk productivity and increase the milk production in MPCS
STRATEGIES

24
 Small cattle feed mix unit will be established at strategic places and the
availability of cattle feed at a reasonable price will be ensured. The societies will be
allowed to develop Fodder cultivation for their requirement. To purchase high breed
animals from Government cattle farms, Scheme will be formulated. Calf rearing
scheme will be introduced.

IMPROVING BREEDING AND AIl COVERAGE

The high yield animal strength will be increased.

The aIl will do effectively with close monitoring system.
Brucellosis disease will be completely eradicated for next generation female calf.

CHILLING CENTRE / DAIRIES INFRASTRUCTURE

To handle the additional milk procured through Co-operatives with quality standards.

STRATEGIES

The existing chilling facilities will be increased from 13.23 LLPD to 15.83 LLPD.
The chilling centers in the State will be modernized @ Rs. 10 lakh per CC to
have a clean environment and to handle milk hygienically.
The chilling centers in the State will be modernized @ Rs. 10 lakh per CC to have a
clean environment and to handle milk hygienically.
Machine audit will be done to match the capacities and the quality of the product
handled will be improved .
The Metro dairies handling will be increased from 10 LLPD to 15 LLPD.
Energy audit will be conducted and energy efficient management system will be
introduced.
On forward integration, to introduce premium quality milk products, a new milk

25
product dairy, a new APS product line, and a new powder plant will be established

QUALITY ASSURANCE AND SAFE MILK CONCEPT

To achieve food safety in milk and milk products advanced testing facilities will
be created at District level and state level.

STRATEGIES

The contaminants like pesticide residues, heavy metals, aflatoxin, antibiotic

residues and pollutants like microbial population shall be analyzed and controlled.

CREATION OF DATABASE & MIS

A customized ERP software for all the units of Aavin through online
environment will be created. An integrated MIS data processing and information
retrieval software will be created.

MARKETING INFRASTRUCTURE
To improve and ensure the availability of Aavin milk round the clock at
reasonable price to consumers.

STRATEGIES

Distribution net work will be strengthened. Consumer friendly marketing

approach will be established. Zones and retail outlets will be strengthened.
Sales promotion activities will b taken up. Retail marketing of milk products will be
strengthened.

26
 STAFF WELFARE

The administrative and the district level offices will be strengthened.

STRATEGIES
The Office and the quarters at the Madhavaram milk colony will be
strengthened. The year wise milk procurement, disposal plan from 2007-2008 to
2012- 2013is burnished below:

ANTICIPATED MILK PROCUREMENT AND DISPOSAL XI PLAN PERIOD in

LLPD

2007- 2008- 2009- 2010-

S.NO Description 2011-2012
2008 2009 2010 2011
Milk procurement -Organized
1. 46.00 50.00 54.00 58.00 62.00
sector
2. Milk procurement -private 16.00 17.00 18.00 19.00 20.00
3. Milk procurement –Co-operative 30.00 33.00 36.00 39.00 42.00
4. Milk sale-Co-operative 5.00 5.50 6.00 6.50 7.00
5. Milk procurement-Unions 25.00 27.50 30.00 32.50 35.00
6. Metro Milk Sales 10.25 11.00 11.75 12.50 13.50
Milk dispatches to Chennai (less
7. 9.74 10.40 11.16 11.87 12.83
5%)
7.A MM supply @ 25% 7.31 7.84 8.37 8.90 9.62
7.B 50% union & 50% reconstitution 2.43 2.61 2.79 2.97 3.20
8. Union local Sales 9.25 10.00 10.75 11.50 12.50
9. Inter Union transfer 0.20 0.25 0.30 0.35 0.40
Milk dispatches to New Delhi
10. 0.70 o.85 1.20 1.50 1.80
and other states
11. Milk for conversion 6.33 7.25 7.99 8.77 9.08

27
2.12 EXPORT OF MILK AND MILK PRODUCTS
As the TCMPF Ltd., is frequently receiving enquiries for export of milk
products, it is contemplated to export details for the 5 years from 2007-2008 to 2011-
2012 are as below.

S.NO Product 2007-08 2008-09 2009-10 2010-11 2011-12

1 UHT milk 1lakh liter 1.50 2.00 2.50 3.00
per LLPA LLPA LLPA LLPA
annum
2 Ghee 3.0 MT 4.00 MT 5.00 MT 6.00 MT 7.00 MT
3 SMP 10 MT 20 MT 30 MT 40 MT 50 MT

28
2.13 PROGRAMME’S

Organization of MPCS: Projected out lay: Rs.14849.00 Lakh.

It is proposed to organize 1250 MPCS during XI plan period thereby increasing

the number of MPCS from 7800 to 9050 by covering untapped revenue villages. It is
estimated that 25 new private dairies may come up at the end of the plan period.
Organization of MPCS– Physical

S.NO Item 2007-08 2008-09 2009-10 2010-11 2011-12 Total

A MPCS(in 250 250 250 250 250 1250
no‟s)
B Private 5 5 5 5 5 25
dairies (In
no‟s)
C Procurement 0.55 0.50 0.50 0.50 0.50 2.55
by new
MPCS(In
LLPD)
D Existing 3.10 2.50 2.50 2.50 2.50 13.10
MPCS-
Increases in
procurement
(In LLPD)

29
 SUB TOTAL 3.65 3.00 3.00 3.00 3.00 15.65
E Procurement 0.50 0.50 0.50 0.50 0.50 2.50
by private
dairies (In
LLPD)

Society infrastructure

To facilitate hygienic milk procurement, it is proposed,

To provide buildings to 300 MPCS at an estimated cost of Rs.1200 Lakh.

To provide SS milk cans, stainless steel milk collection kit, milk testing equipments,
milking machines, water softening unit, feed mixing units, computers etc., to 250
MPCS procuring milk more than 1000 liter at a cost of Rs. 1250 Lakh.
To install 300 Bulk milk coolers at a total cost of 5625.00 Lakh.

Society Infrastructure – Physical

S.NO Item 2008- 2009- 2010- 2011- 2012- Total

209 2010 2011 2012 2013
1 Stainless Steel Cans 5000 5000 5000 5000 5000 25000
2 Bulk Milk Coolers 60 60 60 60 60 300
3 Stainless Steel Kit 200 200 200 200 200 1000
4 Stainless Steel pail 4000 4000 4000 4000 4000 20000
5 Hygiene Kit 4000 4000 4000 4000 4000 20000
6 Electronic Milk o 200 200 200 200 200 1000
Tester for DCS
7 Automatic Milking 4 4 4 4 4 20
Machine

30
8 Small scale feed 50 50 50 50 50 250
mixing unit
9 Auto. milk cool 30 30 30 30 30 150
10 Building 60 60 60 60 60 300

2.14 RESEARCH AND DEVELOPMENT:

I. INCEPTION

Started at Udhagamandalam on 29.03.1973 under the direct control of the

erstwhile Tamil Nadu Dairy Development Corporation now Tamilnadu Co-operative
Milk Producers‟ Federation Limited.

LOCATION

Situated in 37.725 acres of land taken on lease from the Forest Department,
adjacent to the Gymkhana Club, Ooty.

Financial Assistance - The erstwhile Indian Dairy Corporation Technical Guidance -

National Dairy Development Board.
Divisions of the Farm :

(a) Bull Mother Farm

(b) Stud Farm
(c) Frozen Semen Bank
(d) Liquid Nitrogen Plant
(e) Fodder Farm
(f) Quality Control Laboratory

31
II. OBJECTIVES

To maintain pedigreed Jersey cattle, to produce genetically superior Jersey

Breeding Bulls and Cows.

To produce Frozen Semen Straws from genetically superior Jersey, Friesian and
Cross-bred Bulls and supply the same throughout Tamil Nadu for Artificial
Insemination of Cattle.

To augment milk production in local cattle in the milk sheds of Tamil Nadu under
Operation Flood by Cross-breeding through Artificial Insemination using quality
Frozen Semen produced from high milk yielding pure-bred and cross-bred bulls with
superior germ plasm.

III. SEMEN DISTRIBUTION

Frozen Semen Straws produced from this unit are distributed to all the District
Co-operative Milk Producers‟ Unions in Tamil Nadu.

Our other Customers:

Chittoor District Co-operative Milk Producers‟ Union, A.P.Andhra Pradesh

Livestock Development Agency, A.P. Kerala Livestock Development Agency,
Palakkad (on exchange basis) National Dairy Research Institute, KalyaniDepartment
of Animal Husbandry, HaryanaPatna Animal Development (Pvt) Ltd., Bihar

Private practitioners.

Sikkim Livestock Development Board, Sikkim

Department of Animal Husbandry, Tamil Nadu.

32
Department of Animal Husbandry, Pondicherry .
IV. LIQUID NITROGEN PLANT

To meet the Liquid Nitrogen requirement of the Semen Bank, a Liquid Nitrogen
Plant PLN 106 with a capacity to produce 6 Liters/hour (Philips- Holland) was
established in this unit on 17.07.1979.

This Plant was certified as the best maintained Liquid Nitrogen Plant by M/s.
Philips Indian the year 1983. During the period 17.07.1979 to 2006-2007, 7.67 lakh
litters of Liquid Nitrogen have been produced. This is the only plant in India run for
more than 1.77 lakh hours continuously since its installation Another Liquid Nitrogen
Plant PLN 106, with a capacity to produce 6 liters per hour was installed in this Farm
on 19.10.96. So far the Plant has run 59,549 hours and has produced 2.36
lakh Liters of Liquid Nitrogen.

V. FODDER FARMS

Location – Kakkathope& Nucleus Jersey Farm complex

Area under fodder cultivation – 64.12 acres.
Fodder cultivated - Oats, Maize &KikuegrassAverage green fodder production -
1000 MT./year Average silage production - 275 MT/year.
Quantity of green fodder - 30,211 Metric Tonnes Produced so far Fodder conserved
as silage so far 6,046 Metric Tones

SPECIAL ACHIEVEMENTS

1. The Nucleus Jersey and Stud Farm has been granted the ISO 9002:1994 Quality
System Certification by the Bureau of Indian Standards vide License No. QSC/L-
008958with effect from 25-02-2002. Now, the Quality System Certification of ISO
9002:1994 has been upgraded to ISO: 9001:2000.

2. This is the second Farm in India to obtain ISO Certification.

33
3. Among the 13 Farms maintained by the Co-operatives in India, this Farm is the
first one to get ISO 9002:1994 Certification.

4. Even in Tamil Nadu this is the only Farm with ISO 9002:1994 Certification.

5. Out of about 65 semen stations evaluated all over India, The Nucleus Jersey
Farm was awarded “A” GRADE by the Government of India based on the evaluation
carried out by the Central Monitoring Unit constituted by the Department of Animal
Husbandry and Dairying, Government of India. Only 7 Semen Stations have
obtained “A” Grade in the country.

6. The data available in this Farm on semen production, Animal maintenance,

Fodder production, trials on new fodder varieties etc are utilized by Research
Scholars and Post-graduate students of Tamilnadu Veterinary and
AnimalSciencesUniversityand Tamilnadu Agricultural University.

7. For the Milk Producers of Dairy Co-operative Societies of various Districts and for
the under graduate students of Veterinary Colleges this Farm is highly educative.

8. Many Farmer/Producers visit this farm and seek guidance to start small dairy
farms of their own at their places.

FIELD PERFORMANCE RECORDING PROGRAMME

Field Performance-Recording Programmer is being implemented by the

Federation with the financial assistance of Government of India through the
Tamilnadu Livestock Development Agency, for production of crossbred bulls
required for breeding of milch animals belonging to Milk Producers. Under this
Programmer, high yielding cows are identified and screened for diseases. Then a
set of cows free from diseases are selected and impregnated by way of Artificial
Insemination and on calving their milk yield is recorded. Among them, the high
yielding cows based on the milk recording are selected as Bull Mothers for
production of cross bred bulls.

34
PROGENY TESTING SCHEME

Progeny Testing Scheme is being implemented by the Federation with the

financial assistance of Government of India through the Tamilnadu Livestock
development Agency, in order to select superior cross bred bulls for breeding of
milch animals belonging to milk Producers. To select the superior cross bred bulls, a
minimum of 20 cross bred bulls are selected and the cows belonging to milk
Producers are impregnated using the semen collected from these bulls by way of
artificial insemination. Based on the study of certain important economic traits like
the quantity of milk produced in the first lactation, Fat and SNF, age at first calving of
the heifers born to these cows, the best of the cross bred bulls are selected for
breeding purpose.

PRODUCT PRICES CHART FOR CHENNAI METRO/DISTRICT UNIONS Prices

from 01.01.2014

S.NO ITEMS TYPES MRP(RS)

1 COOKING BUTTER 500 Gm 160.00
2 ,, 200 Gm 68.00
3 ,, 100 Gm 35.00
4 TABLE BUTTER 500 Gm 170.00
5 ,, 200 Gm 72.00
6 ,, 100 Gm 37.00
7 CHEESE 200 Gm 100.00
8 GHEE 15 kg (tin) 5550.00
9 ,, 5 lit (jar) 1850.00
10 ,, 2 lit (jar) 740.00
11 ,, 1 lit (tin) 370.00
12 ,, 1 lit (jar) 370.00
13 ,, 1 lit (carton) 365.00

35
14 ,, 500 ml(tin) 190.00
15 ,, 500 ml (jar) 190.00
16 ,, 500ml(carton) 185.00
17 ,, 200ml(pet jar) 80.00
18 BADAM MIX POWDER 1 kg 340.00
19 ,, 500 gm 175.00
20 ,, 200 gm 70.00
21 SKIM MILK POWDER 1 kg 280.00
22 ,, 500 gm 140.00
23 FLAVOURED (Tetra pack) 200 ml 18.00
24 MAVIN 200 ml 15.00
25 PINE APPLE 200 ml 18.00
26 AVIN 200 ml 15.00
27 TETRO FINO 500 ml 21.00
28 SMTP 1000 ml 50.00
29 TONED MILK 1000 ml 48.00
30 VANNILA 200 ml 20.00
31 ORANGE 200 ml 20.00
32 CARROT 200 ml 20.00
33 MALT 200 ml 20.00
34 BANANA 200 ml 20.00
35 BADAM 200 ml 20.00
36 MANGO 200 ml 20.00
37 BUTTER MILK (tetra packs) 200 ml 10.00
38 SKIMMED MILK (tetra packs) 200 ml 10.00
39 OOTY TEA 100 gm 15.00

36
2.16 PRODUCT PROFILE
MILK BI-PRODUCT

1. Ice creams
2.Butter milk
3.Khova
4.Skimmed milk
5.Ghee
6.Butter
7.Flavourd Milk
8.Cheese
9.Avin mango drink
10.Avin introducing sugar free ice cream in cups health conscious consumer .It is
calorie conscious product

MARKETING: MILK AND MILK PRODUCTS

The Chennai dairies have marketed an average of 7.19LLPD of milk to

customers up to march 2001. Milk is sold in bulk to institutional consumers and to
individual consumers and to individual consumer through 196 automated vending
units(AVM), 182 fiber reinforcement plastic (FRP) tanks and in sachets through 512
boots and 34 parlours, 34 consumers cooperate societies are functioning in and
around Chennai supplying milk to consumers. Aavin milk cards are available liberally
to the consumers throughout the month. Apart from the above, 5 liter milk cards are
also being issued to tea shops, Canteens and retail outlets through the city‟s zonal

37
offices. Further, sale Of milk has been introduced through milk distributors in
Chennai.

At present 25 milk distributors have been appointed and around 70,000 liters
of milk are being sold through to the milk distributors, everyday. TCMPF also caters
to the needs of Consumers by booking special orders for the supply of milk in
connection with marriage Functions and special requirement. The three wings are
carrying out the marketing of milk and milk products of federation namely:

•Metro Liquid Milk Marketing

•Metro Milk Product Marketing
•Up Country Marketing.

The product wing of the Federation located at Chennai directly carries of

Marketing of the products of Madhavaram and suburbs. The products are Stored at
the Godown at Chennai and distributed to the outlets. The sale of milk in sachets in
being carried out through 18 zones, 292 Federation depots, 184 Federation
Distribution points, 38 whole sale milk distribution and 49 milk consumer co
operative societies and their depots numbering 221 and 142 distribution points. The
sale of milk product should carry out through the 25 parlours. The federation also
caters to the needs for the functions like marriages by booking orders.

38
 CHAPTER - III

CONSUMER BEHAVIOUR – AN OVERVIEW

3.1 INTRODUCTION

Everybody in this world is consumer each of one buying and consuming

goods and services in the life. Consumer behavior is very complex and is
determined to a large extend by social and psychological factors and it is necessary
for marketing manager to understand properly before he plans his marketing
strategy. All the consumers have different taste, likes and dislikes and adopted
different behavior patterns, while making purchase decision. Your preference for any
product will not be the same your spouse. The detailed study of buyer behavior
provides us with reasons why consumers differ from another in buying and using
products and services.

3.2 BUYING MOTIVES OF CONSUMERS

A buying motive means what induces a customer to buy a product. there is a

buying motive behind every purchase. But the motive may be differ one buyer to
another. For example one person may buy a watch to keep time will another may by
it as a gift for his beloved? A marketer must understand the buying motives of
different kinds of customer in order to develop an effective marketing mix. Buying
motives may be classified as follow as.

a)Internal and External Motives

39
 Internal buying motives are inherent in the minds of consumers. They arise from
the basic need like hunger, safety, comfort, pleasure, ect. Internal buying motives
may be rational or emotional. External buying motive are those which a customer
learns or acquires from his environment. Social status, social acceptance,
achievement ect, are examples of such motive. Income, education, occupation,
religion, culture, family and social environment influence external motives.

b) Rational and Emotional Motives

Rational buying motives are those which are based on logical reasoning and
consideration of economic consequence. They include the cost, durability and
dependability of the product / services. Emotional buying motives are based on
personal feelings. These motives include ego, prestige, love and affection, status,
prides ect.

c) Product and Patronage Motives

Product motives are of two types such as primary and secondary. Primary buying
motives are the reasons due to which consumers buy one class of products rather
than another. These motives arise directly from human need and wants. These
include the desire for health, beauty, knowledge, relaxation, recognition ect.

Secondary or selective buying motives induce consumers to buy certain kinds of

products. These include desire for convenience, dependability, durability, economy,
versatility ect.

A consumer buys a particular product because he is influenced by certain

motives. Motives are a strong feeling, urge, instinct, desire or emotion that makes
the buyer to react in the form of a decision to buy. For that matter, every human
activity is motivated and is not spontaneous. Consumers, for example, are goal-
seekers who gratify their needs by purchases and consumption. In other words,
need are the motivational elements behind purchase. The need were classified by
Abraham H.Maslow,,ina pyramid from known as „Hierachy of Need‟.

40
i) Physiological Needs:

These are considered to be basic needs and have the first priority. Need for food,
drink, sex ect. Come under this group.

ii) Safety Needs:

These need consist of economic and social security. Insurance is an example.

iii) Social Needs:

Also termed as belongingness and love needs. The act of purchasing in society.
Most of the luxury item is bought to satisfy this need.

iv) Esteem Needs:

Needs arising out of the desire to achieve self-respect and prestige in society.
Most of the luxury items are bought to satisfy this need.

v)Self-actualization:

This is perhaps the final type of need and depends more on prior fulfillment of
basis needs. Such needs are the result of one‟s desire to get the maximum of
one‟s capabilities. Sophisticated instruments bought by professionals are
examples.

Buying Motives

The complexity of influence on the customer is very great, and various

elements described above are only general in nature. There is no single factor
that can be identified behind buyer motives. In fact, various factors jointly
influence the buyer behaviour. These are only infrastructural, and when the
buying process starts there may be many other factors such as price, after-sales
service ect. Influencing the final buying decision.

3.3 FACTORS INFLUENCING CONSUMER BUYING BEHAVIOUR

41
 Several factors determine the buying of consumers. These factors may be
classified as follows:

I. Personal Factors

These include factor unique to a particular person. Numerous personal factors

influence purchase decisions:

a) Demographics

Individual characteristics such as age, sex, race, ethnicity, income,

occupation and family life cycle are called demographics. These have a bearing
on who is involved in family decision-making. For example, children are
assuming more responsibility and taking part in more purchase decision-making.
Children are assuming more responsibility and taking part in more purchase
decisions, from groceries to clothes and even family vacation. Teenagers have
considerable financial resources as well as strong brand preferences. When
decorating a house, men tend to be more concerned about the décor of the bed-
room. A person‟s age and income may influence the number and types of
information sources used and the time devoted to seeking information.

b) Life Styles

Life style means as individual‟s pattern of living expressed though activities,

interests and opinions. Life style patterns include the ways people spend-time,
the extent of their interrelation with others, and their general outlook on life and
living. People partly determine their own life styles and partly these are shaped
by personality and demographics. Life styles have a strong impact on many
aspects of buying behaviour. Life styles influence consumers‟ product needs,
brand preference, type of media used and hot and where they shop.

c) Situation
Situation factors are influences resulting from circumstance, time and location
that affect the consumer buying behaviour. For example, buying a car tyre after

42
noticing a badly worn-out tyre is a different experience that buying a tyre after a
blowout in the highway spoils your vacation. Situation factors can shorten,
lengthen or terminate the consumer buying decision process. These factors can
be classified into five categories-physical surrounding, social surroundings, time
perspective, time definition and antecedent states.

II. Social Factors

The factors that other people exert on buying behaviour are called social
factors. These factors are as follows.

a) Roles and Family

Role means than actions and activities that a person is supposed to perform.
A person occupies several positions and, therefore, he / she have many roles.
For example, a man may perform the role of son, husband, father, employer of
employee. An individual‟s roles influence both general behaviour and buying
behaviour. The demands of a person‟s many roles may be inconsistent and
confusing. To illustrate, a man‟s wife and mother may require him to buy different
types of products. Family influences may have a very direct impact on buying
behaviour. Parent teaches children how to cope with a person acquires the
knowledge and skills to function as a consumer are known as consumer
socialization. Female member of a family generally make buying decisions
concerning household items like food, healthcare, and laundry. The type of family
decision-making used depends on the attitude and values of family and who
does the actual buying.

b) Reference Group

43
 A reference group is any group that exercises a positive of negative influence
on a person‟s attitudes, values and behaviour. In general there are three major
types of reference group – membership, inspirational and disassociate. A
membership reference group is one to which an individual actually belongs. An
inspirational reference group is a group to with is a dissociative reference group.
A reference group may serve as an individual, point of comparison and source of
information. For example, a person might switch on to a different brand of shirts
on the advised of members of a reference group.

c) Opinion Leader

The reference group member who provides information amour a specific

sphere that interests members of the group is called an opinion leader. An
opinion leader is likely to be most influential when consumers have high product
involvement but low product knowledge, when they share the attitudes and
values of the opinion leader and when the product details are numerous and
complicated

d) Culture and Sub-cultural

Cultural is the aggregate for customs, beliefs, values, and objects a society
uses to cope with its environment and passes in to future generations. Cultural
permeates our daily life and therefore influences buying behaviour. Our cultural
determines what we want and wear, where we reside and travel. It also
influences how we buy and use products. Culture in India, fast food outlets have
mushroomed all over the county. A culture consists of several sub-cultural may
have strong preference for specific types of food, and clothing.

III. Psychological Factor

Factors that operate within individual and determine their general behaviour
are as follows:

a) Perception

44
 Perceptions the process of selecting, organizing and interpreting information
to derive meaning. Different people perceive the same thing t the same time in
different ways. For example, when a toothpaste manufacture advertises that 50
% of the people who use his brand have more cavities. When a buyer is given
information which is inconsistent with his prior beliefs, he is likely to forger it
quickly. Some consumers perceive that well-located and well-decorate shops
charge higher prices.

b) Motives

A motive means an internal force that orients a person‟s activates toward

need satisfaction. A set of motives affects a buyer‟s actions. Motives that
influence where a person buys products on a regular basis are known as
patronage motives. These include location, price, variety, service and behaviour
of sales people. Marketers use depth interviews, projection and other methods to
know and understand the motives of buyers.

c) Learning

Change in an individual‟s behaviour due to information and experience are

called learning. A consumer tends to repeat purchase actions which create
satisfaction. Inexperienced buyers use price as an indicator of quality more
frequently than experienced buyers. Consumers learn through information from
advertisements, salespersons, friends and relative. They also learn by burying
and using products.

d) Attitudes

It refers to an individual‟s enduring evaluation, feelings and behavioral

tendencies towards an object or idea. For example, everyone has attitude towards
religion, politics, food, sex and music. An individual‟s attitudes remain generally
stable and do not vary from moment to moment. Individuals acquire attitudes
45
 through experience and interaction with other people. Attitudes play a significant
role in determining consumer behaviour. For example, a consumer having strong
negative attitude towards a firm‟s products not only avoids buying its products but
also urges relatives and friends to do so.

e) Personality

Personality refers to a set of internal traits and distinct behavioral tendencies

that result in consistent patterns of behaviour. An individual‟s personality is the
outcome of heredity and personal experiences. It makes the individual unique.
Some individuals are introverts, dogmatic, compulsive and ambitious while others
are quite opposite in nature. Products not only avoid buying its products
purchased.

f) Self-concept

Self-concept or self-image means a person‟s perception or view of himself.

Individuals develop and alter their self-concept through interaction of social and
psychological dimensions. Research shows that a buyer purchases product that
reflect and enhance the self-concept. A person‟s self-concept may also influence
selection of product category and brand.

3.4 CONSUMER BUYING DECISION PROCESS

Introduction

The process through which consumers proceed while making the buying
decisions is known as the consumer buying decision process. This process
consists of five stages as shown in.

a) Problem Recognition

A buyer recognizes the problem when he becomes aware of the desired state
and an actual condition. For example, a housewife who has been cooking food on
her gas stove starts feeling the need for a microovan. She recognizes that a
difference exists between the desired state-a microovan and the actual condition-

46
a gas stove. She, therefore, decides to buy a micro oven. The speed with which a
consumer recognizes the problem can be quite fast or slow. Something‟s, a
person has a problem or need but is unwire of it. Marketers use advertising,
personal selling and other methods to help trigger recognition of such needs or
problems. For example, a firm marketing microovan may show in its
advertisements the various types of dishes which can be prepared with the help of
microovan and which are not possible on gas stove.

b) Information Search

After recognizing the problem or need, a buyer searches for product

information that can resolve the problem or satisfy the need. For example, the
housewife may search for information on our different types and brands of
microovan. She acquires information over time. There are types of information
search. In the internal search, she searches her memory for information about
microovan. In case necessary information in not retrieved from memory, she
seeks additional information through external search which consists of friends,
relatives and the media. A consumer study has down that word of mouth
communication has stronger impact on consumer judgments than print media.
Consumers generally view information from public sources (government reports,
publications and news) as higher credible. Marketers repeat advertisements and
use visual to increase consumer learning of information. Those brands which
initially come to mind when considering purchase are called “evoked set”.

c) Evaluation of Alternatives

A successful information search yields a number of brands that a buyer views

as possible alternatives. This group of products is called the buyer‟s evoked set.
For example, an evoked set of microovan might include those made by LG,
Whirlpool, Samsung and Philips. Various objective and subjective characteristics
that are important to the buyer are use to evaluate the alternatives. Cost and
warranty arte examples of objective criteria where brand image and style are
examples of subjective characteristic.

47
 d) Purchase

At this stage, the buyers choose the product or brand to be bought. Product
availability may influence which brand is purchased. For example, if the brand
ranked highs is unavailable, the buyer may purchase the bran ranked second.
During this stage the buyer also chooses there seller form whom he or she will
buy the product. The terms of sale (price, delivery, warranty, maintenance
agreements, installation and credit arrangement) are settled. Finally, the actual
purchase takes place.

e) Post- purchase Behaviour

After the purchase, the buyer beings evaluating the product to ascertain if
actual performance is meet the expectations. Many criteria used in evaluating
alternatives are applied again for this purpose. The outcome of this stage is either
satisfaction or dissatisfaction. Shortly after purchasing an expensive product, a
buyer doubts whether he made the right decision. This is called cognitive
dissonance. For example, after buying a microovan for Rs.10, 000 a housewife
may wonder whether she purchased the right brand and quality. A buyer
experiencing cognitive dissonance may attempt to rerun product or seek positive
information about it of justify her choice. Marketers, sometimes, attempt to reduce
cognitive dissonance by sending results of studies showing that consumers are
very satisfied with the brand. Such result is sent to recent buyers.

It‟s necessary to clarify some points about consumer buying decision process.
First, the actual act of purchasing is only one stage in the process, and usually not
the first stage. Second, all consumers do not necessarily pass thought all stages
in the buying process. Buyers may end the process at any stage. All consumers
do not reach the purchase stage. Finally, all consumer decisions do not always
include all the five stage. Person engaged in extended problem solving usually go
through al stage of the decision process. But those who engaged in limited
problem solving and routine response behaviour may omit some stages.

48
3.5 CONSUMER BUYING BEHAVIOUR THEORIES

I) Economic Theories

a) Marginal Utility Theory

This theory was developed by classical economists. According to them, a

consumer will continue to buy such products that will deliver him the most utility
or maximum stats faction at relative prices. Economists hold the view that man is
rational in all bus activities and purchasing decisions are the result of economies
calculations.

Marketers, bowered, do not accept his theory, on the ground that it fails to
explain how product and brand preferences are formed. Further, economic
factors alone cannot explain variations in sales. For instance, when price is
reduced some may not buy, thinking that quality of the product has gone down.
On the contrary, the general feeling is that a price reducing increases the relative
value of goods and hence sales increase.

b) Income and Savings Theory

This theory is based on the fact that purchasing power is the real determinant
of buying. Purchasing power, on the other hand, is dependent on „disposable
income‟ i.e., income left after payment of tax and savings. The marketers are
interested in examining the effect of changes in income on spending and saving
as this will have direct berating on buying habits. The theory states that personal
consumption spending tends both or rise and fall at a slower rate than dose the
disposable income. In certain situations, spending rise faster than income and,
are certain other time, a higher proportion may be saved.

II) Psychological Theories

a) Stimulus Response Theory

49
 Stimulus response theory, after constant refinements, is now based on four
central processes. They drive, cue, response and reinforcement. „Drives‟ are
needs or motives that are stronger, whereas a cue is a weaker stimulus. The
response is the resultant reaction of some stimuli. Of it is based on cue, the
response may be shifting from on brand to another base on previous experience.
In other words. Cues will create different degrees of responses under different
occasions. Reinforcement is the process by which rewarding experiences in the
past are strengthened.

b) Cognitive Theory

This theory was propounded by Fasting mainly to explain certain post-buying

behaviour. According to it, stimulation or want is conditioned by a customer‟s
knowledge, his perception, beliefs and attitudes. Perception is the sum-total of
physical stimuli and perception, for example, color. Beliefs and attitudes also play
in important role in the cognitive process. Strong beliefs and attitudes are difficult
to be changed. Advertisements stressing special appeals are purposely designed
by the manufacturers to overcome this kind of resistance by customers. The
theory further states that even after a well-thought-out purchase, the consumers
undergo same out of discomfort, fear or dissonance. This post-decision anxiety is
caused by role logical arising from doubts on the decision taken. The consumers
go on comparing the merits of the product bight with substitutes or start analyzing
drawbacks of the product. Such customers require some reassurance form the
seller stressing that the decision taken is a wise one.

c) Gestalt and Field Theory

According to this theory, learning and consequent behaviour is not

independent, but is a total process. Behaviour should be explained in terms of all
the factors that are operating when an event happens. Thus, buying is not
motivated by single elements, but is the sum-total of many elements.

III) Psycho-analytic Theory

50
 This theory is developed from the thoughts of Sigmund Freud. He postulated
that the personality has three basic dimensions; the id, the ego and the super
ego. It follows the consumer behaviour is a function of the interaction of these
three systems. The id refers to the free mechanism that leads to strong drives.
Such drives (motives) are not influenced by morality or ethics. Ego refers to the
act of weighing consequences and tries to reconcile with reality. It is an
equilibrating device that leads to socially acceptable behaviour and imposes
rationality on the id. The ego weighs the consequences of an act rather than
rushing blindly into the activity.

Super ego is a person‟s conscience. It is highly rational and tries to keep the
activities morally right, in essence, the id urges an enjoyable act; the super ego
presents the moral issues involved and the ego acts as the arbitrator in
determining where t process or not. This is turn, has contributed some useful
insights in the advertising and packaging fields.

IV) Socio-cultural Theories (Group Theories)

The credit for formulating this theory goes to Thorstein Veblen (1899) and the
theory is sometimes known as „Veblenian model‟. He asserted that man is
primarily a social animal and his wants and behaviour are largely influence by the
group of which he is a member. The tendency of all people is to „fit in‟ a society in
spite of their personal likes and dislikes. Most of the luxury goods are bought
primarily because one‟s neighbor or friend of the same status bought it.
Reference Group indicates the position of a particular group of persons in a
society. Man is essentially a social being and interacts with other individuals in a
variety of social group.

Consumers are social being and belong to social group: cultural ones based
on families and religions: sub-cultural based on regional entities; social class
based on income or division of labor (e.g., upper class, middle class, and lower
class). Among these variables, perhaps, family plays an important tale in

51
behaviour formation. Family life cycle provides a basic criterion for deciding
buyer behaviour on the basis of different stage through which life of an individual
passes.

52
 CHAPTER – IV

DATA ANALYSIS AND INTERPRETATION

Table - 4.1

AGE-WISE CLASSIFICATION OF THE RESPONDENTS

Age No. of Respondents Percentage

Below 30 73 36.5
30 – 40 59 29.5
40 – 50 46 23.0
50&above 22 11.0
Total 200 100.0

Source: Primary Data

The above table indicates that the age wise classification .36.5 percent of the
respondents belonging in the age group of below 30 years, 29.5 percent of them
were between the age group of 30-40 years, 23 percent of them between 40-50
years, and only 11 percent of them were in of 50 & above .

 Majority of the respondents i.e. 36.5 percent belonged to the age group below
30 years.

53
 Chart – 4.1

AGE-WISE CLASSIFICATION OF THE RESPONDENTS

54
 Table -4.2

GENDER-WISE CLASSIFICATION OF RESPONDENTS

Gender No. of Respondents Percentage

Male 96 48.0
Female 104 52.0
Total 200 100.0

Source: Primary Data

The above table shows that the gender wise grouping of the respondents.
Among them, 48 percent of the respondents were male and 52 percent of them were
female of the study.

 Majority (52%) of the respondents were female.

55
 Chart – 4.2

GENDER-WISE CLASSIFICATION OF RESPONDENTS

56
 Table – 4.3

MARITAL STATUS OF RESPONDENTS

Marital Status No. of Respondents Percentage

Married 141 70.5
Unmarried 59 29.5
Total 200 100.0

Source: Primary Data

The table highlights that the marital status of the respondents. As such, 70.5
percent of the respondents got married and 29.5percent of the respondents were UN
married.

 70.5 percent of the respondents got’ married’.

57
 Chart – 4.3

MARITAL STATUS OF RESPONDENTS

58
 Table – 4.4

EDUCATIONAL QUALIFICATION OF THE RESPONDENTS

Qualification No.of.Respondents Percentage

SSLC 47 23.5
Graduate 85 42.5
Professional Course 49 24.5
Others 19 9.5
Total 200 100.0

Source: Primary Data

As per that the table disclosing the educational qualification of the 23.3
percent of them were SSLC,42.5 percent of the respondents were Graduate, 24.5
percent of them were of Professional Course and 9.5 percent of them were other
categories.

 Majority (42.5%) of the respondents were Graduate.

59
 Chart – 4.4

EDUCATIONAL QUALIFICATION OF THE RESPONDENTS

60
 Table – 4.5

OCCUPATION OF THE RESPONDENTS

Occupation No. of Respondents Percentage

Farmer 52 26.0
Government employee 37 18.5
Private employee 68 34.0
Professional 43 21.5
Total 200 100.0

Source: Primary Data

As per the Table disclosing that the educational qualification of the respondents,
26percent of the respondents were farmer, 18.5 percent of the respondents were
government employee. 34 percent of the respondents were private employee and
21.5 percent of the respondents were professional.

 Majority (34%) of the respondents were private employee.

61
 Chart – 4.5

OCCUPATION OF THE RESPONDENTS

62
 Table – 4.6

INCOME LEVEL OF THE RESPONDENTS

Income Level No. of Respondents Percentage

Below-10000 62 31.0
10000-15000 47 23.5
15000-20000 52 26.0
20000&above 39 19.5
Total 200 100.0

Source: Primary Data

Table explicit the monthly income of the respondents.31 percent of the

respondents earned monthly income was below Rs.10000, 23.5 percent of them
were earned between Rs.10000-15000,26 percent of them earned between
Rs.15000-20000 and only 19.5 percent of them earned between above Rs.2000.

 Majority 31 percent of the respondents earned monthly income was below

Rs.10000.

63
 Chart – 4.6

INCOME LEVEL OF THE RESPONDENTS

64
 Table – 4.7

DIFFERENT QUALITY NAME

Brand Name No .of Respondents Percentage

Pasteurized toned 39 19.5
Standardized 103 51.5
Full cream 35 17.5
Double toned 23 11.5
Total 200 100.0

Source: Primary Data

The above table shows that the classification of the different quality
name.19.5 percent of the respondents was using the pasteurized toned quality, 51.5
percent of the respondents were using the standardized quality, and 17.5 percent of
the respondents were using the full cream quality and only 11.5 percent of the
respondents were using the brand full cream quality.

 Majority (51.5%) of the respondents was using the standardized quality.

65
 Chart – 4.7

DIFFERENT QUALITY NAME

66
 Table – 4.8

CONSUMPTION PERIOD OF THE RESPONDENTS

Consumption Period No .of Respondents Percentage

Below 1 year 27 13.5
1year-3years 87 43.5
3years-6years 47 23.5
More than 6 years 39 19.5
Total 200 100.0

Source: Primary Data

The above table shows that the consumption period of the respondents. 13.5
percent of the respondents were consumed the Aavin milk below 1 year,43.5
percent of the respondents were consumed 1 to 3 years ,23.5 percent of the
respondents were consumed 3to 6 years and only 19.5 percent of the respondents
were consumed more than 6 years.

 Majority (43.5%) of the respondents were consumed the Aavin milk 1 year to 3
years.

67
 Chart – 4.8

CONSUMPTION PERIOD OF THE RESPONDENTS

68
 Table – 4.9

QUANTITY USAGE BY THE RESPONDENTS

Quantity Usage No .of Respondents Percentage

500ml 34 17.0
1litre 96 48.0
2litres 42 21.0
Above 2litres 28 14.0
Total 200 100.0

Source: Primary Data

The above table shows that quantity usage of the respondents.17 percent of the
respondents was using the 500ml quantity per day, 48 percent of the respondents
was using the1 liter quantity per day, 21 percent of the respondents was using the 2
liters quantity per day and only 14 percent of the respondents was using the above 2
liters quantity per day.

 Majority (48%) of the respondents was using the1 liter quantity per day.

69
 Chart – 4.9

QUANTITY USAGE BY THE RESPONDENTS

70
 Reasons for Usage No. of the Respondents Percentage

Reasonable Price 41 20.5

Good Quality 89 44.5
Availability 48 24.0
Good Brand name 22 11.0
Total 200 100.0

Table – 4.10

REASONS FOR USAGE

Source: Primary data

The above table shows that the Reasons for Usage of the respondents.20.5
percent of the respondents were used for reasonable price, 44.5percent of the
respondents were used for good quality, 24 percent of the respondents were used
for availability and only 11percent of the respondents were used for good brand
name.

 Majority (44.5%) of the respondents were used for good quality of the product.

71
 Chart - 4.10

REASONS FOR USAGE

72
 Table – 4.11

PRODUCT PRICE AFFORDABLE OF THE REEPONDENTS

Product price No. of Respondents percentage

Yes 97 48.5
No 50 25
No idea 53 26.5
Total 200 100.00

Source: Primary Data

The above table shows that the product price affordable of the respondents. 48.5
percent of the respondents accepted the product price are affordable, 25 percent of
the respondents not accepted the product price are affordable and 26.5 percent of
the respondents said no idea to the product price is affordable.

 Majority (48.5%) of the respondents accepted the product prices are

affordable.

73
 Chart - 4.11

PRODUCT PRICE AFFORDABLE OF THE REEPONDENTS

74
 Table – 4.12

BRAND FEATURES OF THE AAVIN MILK

Brand Features No .of Respondents Percentage

Thick 81 40.5
Thin 66 33.0
Neutral 53 26.5
Total 200 100.0

Source: Primary Data

The above table shows that the brand feature of the Aavin milk.40.5 percent of
the respondents used thick Aavin milk product, 33 percent of the respondents used
thin Aavin milk product, and 26.5 percent of the respondents were used neutral of
Aavin milk.

 Majority (40.5%) of the respondents were used thick Aavin milk product.

75
 Chart – 4.12

BRAND FEATURES OF THE AAVIN MILK

76
 Table – 4.13

DISTRIBUTION OF THE PRODUCT

Distribution of the Product No. of Respondents Percentage

Door delivery 77 38.5
Milk booth 77 38.5
Retail shop 46 23.0
Total 200 100.0
Sources: Primary Data

The above table shows that the distribution of the product of the
respondents. Each 38.5 percent of the respondents was got the product through
door delivery and also from milk booth and 23 percent of the respondents was got
the product from retail shop.

 Majority (38.5%) of the respondents was got the product through door delivery
and also from milk booth.

77
 Chart – 4.13

DISTRIBUTION OF THE PRODUCT

78
 Recommendation of the No. Of the
Percentage
Brand Respondents
Yes 142 71.0
No 58 29.0
Total 200 100.0

Table – 4.14

RECOMMENDATION OF THE BRAND

Source: Primary Data

The above table shows that the recommendation of the brand of the
respondents. 71 percent of the respondents said about accepted for
recommendation of the brand, and 29percent of the respondents said not accepted
recommendation of the brand to others.

 Majority (71%) of the respondents said about accepted recommendation of the

brand.

79
 Chart – 4.14

RECOMMENDATION OF THE BRAND

80
 Knowing the Brand No. of Respondents Percentage
Through advertisement media 66 33.0
Through friends 91 45.5
Others 43 21.5
Total 200 100.0

Table – 4.15

KNOWING THE BRAND

Sources: Primary Data

The above table shows that the knowing about the brand of the respondents .33
percent of the respondents knew about the brand through advertisement media,
45.5 percent of the respondents knew about the brand through friends, and 21.5
percent of the respondents knew about the brand through other way.

 Majority (45.5%) of the respondents knew about the brand through

advertisement media.

81
 Chart – 4.15

KNOWING THE BRAND

82
 Table – 4.16

CONTINUOUS USEAGE OF BRAND

Usage of Brand No. of Respondents Percentage

Yes 112 56.0
No 38 19.0
No idea 50 25.0
Total 200 100.0

Source: Primary Data

The above table show that the continuous usage of the brand of the respondents.
56 percent of the respondents were given positive feedback for usage of the brand,
19 percent of the respondents were given negative feedback for usage of the brand
and 56 percent of the respondents said that no idea about continuously usage of the
brand.

 Majority (56%) of the respondents were given positive feedback for usage of
the brand.

83
 Chart – 4.16

CONTINUOUS USEAGE OF BRAND

84
 Table – 4.17

OVERALL SATISFACTION

Satisfaction Level No. of .Respondents Percentage

Highly satisfied 53 26.5
Satisfied 95 47.5
Neutral 32 16.0
Dissatisfied 20 10.0
Total 200 100.0

Source: Primary Data

The above table shows that the overall satisfaction of the respondents. 26.5 of
the respondents were highly satisfied, 47.5 of the respondents satisfied, 16 of the
respondents were neutral, and 10 of the respondents were dissatisfied about the
product.

 Majority (47.5%) of the respondents were given overall satisfaction about

the product.

85
 Chart – 4.17

OVERALL SATISFACTION

86
 Table 4.18

RANKING

REASONS FOR SELECTING THE PRODUCT

S. No Criteria Mean value Rank

1 Price 2.84 5
2 Availability 3.00 3
3 Quality 3.04 2
4 Distribution 3.16 1
5 Good Brand 2.94 4

Sources: Primary Data

The above table shows that the reasons for selecting the product. Out of 200,
majority of the respondents were given First rank to distribution channel, Second
rank to quality of the product, Third rank to Availability of the product, Fourth rank to
Good brand name and Fifth rank to price of the product.

 Hence, majority of the respondents of the people were given first, rank to
distribution channel.

87
 RELIABILITY TEST

Test - 1

Reliability Statistics

Cronbach's Alpha N of Items

.446 7

Item-Total Statistics

Scale Corrected Cronbach's

Scale Mean if
Particulars Variance if Item-Total Alpha if Item
Item Deleted
Item Deleted Correlation Deleted
Brand Name 11.90 6.257 .217 .403
Consumption
11.62 6.236 .180 .424
Period
Quantity Usage 11.79 5.812 .307 .352
Reasons for
11.86 6.081 .247 .386
Usage
Brand Features 12.25 6.754 .144 .437

88
 Reliability Statistics

Cronbach's Alpha N of Items

.437 6

Recommendation
12.82 7.371 .176 .428
of the Brand
Continuous
12.42 6.497 .185 .419
usage of Brand

Test - 2

Item-Total Statistics

Scale Scale Corrected Cronbach's

Particulars
Mean if Variance Item-Total Alpha if

89
 Item if Item Correlation Item
Deleted Deleted Deleted
Brand Name 10.04 5.179 .194 .404
Consumption Period 9.76 4.864 .231 .381
Quantity Usage 9.93 4.564 .344 .304
Reasons for Usage 10.00 4.905 .255 .365
Recommendation of the
10.96 6.265 .124 .434
Brand
Continuous usage of
10.56 5.533 .126 .442
Brand

Test - 3

Reliability Statistics

Cronbach's Alpha N of Items

.442 5

Item-Total Statistics

Particulars Scale Corrected Cronbach's

Scale Mean if Variance if Item-Total Alpha if Item
Item Deleted Item Deleted Correlation Deleted

90
 Brand Name 8.35 3.989 .213 .402
Consumption
8.07 3.607 .278 .349
Period
Quantity Usage 8.24 3.492 .350 .289
Reasons for
8.31 3.944 .212 .403
Usage
Recommendation
9.27 5.145 .088 .460
of the Brand

Cross Tables

Table – 4.19

Gender and overall satisfaction (Cross tabulation)

Overall Satisfaction

Total
Highly
satisfied Neutral Dissatisfied
satisfied

23 45 16 12 96
Gender Male
25.4 45.6 15.4 9.6 96.0

91
 30 50 16 8 104
Female
27.6 49.4 16.6 10.4 104.0

53 95 32 20 200
Total
53.0 95.0 32.0 20.0 200.0

Source: Primary Data

In the table shows that the gender of the respondents and overall satisfaction,
out of the total respondents of the study, 53of the respondents were given highly
satisfied i.e, the male (23), female (30),.Out of 95 respondents were given satisfied
i.e, the male (45) female (50),.Out of 32 respondents were given dissatisfied i.e, the
male (16) female (16) and remaining respondents were given dissatisfaction about
all gender category.

CHI-SQURE TEST

GENDER AND OVERALL SATISFACTION OF THE AAVIN MILK

92
 In order find relationship between gender of the respondents and overall
satisfaction about the Aavin milk, chi-square test is used and results in given below.

Null Hypothesis (H0) :

There is no significant relationship between gender of the respondents and

overall satisfaction of Aavin milk.

Alternative Hypothesis (H1) :

There is no relationship between gender of the respondents overall

satisfaction of the Aavin milk.

Table – 4.20

GENDER AND OVERALL SATISFACTION OF THE AAVIN MILK

Chi-square test

Value Df Asymp. Sig. (2-sided)

Pearson Chi-Square 1.670a 3 .644

Likelihood Ratio 1.676 3 .642

Linear-by-Linear
1.517 1 .218
Association

N of Valid Cases 200

a. 0 cells (.0%) have expected count less than 5. The minimum expected
count is 9.60.

Source: Primary Data

In the chi – square test, the researcher find that the calculated value is
(1.670) higher than the table value. The degree of freedom is 3 and the significant

93
level is 6% is > 0.005. Therefore null hypothesis is rejected. So there is relationship
between gender of the respondents and overall satisfaction of the Aavin milk.

Table – 4.21

Reasons for Usage * Overall Satisfaction (Cross tabulation)

94
 Overall Satisfaction

Total
Highly
satisfied Neutral Dissatisfied
satisfied

12 20 7 2 41
Price
10.9 19.5 6.6 4.1 41.0

26 39 12 12 89
Quality
23.6 42.3 14.2 8.9 89.0
Reasons
for Usage
11 23 10 4 48
Availability
12.7 22.8 7.7 4.8 48.0

4 13 3 2 22
Brand
name
5.8 10.4 3.5 2.2 22.0

53 95 32 20 200
Total
53.0 95.0 32.0 20.0 200.0

Source Primary Data:

95
 The above table shows that the reason for usage of the respondents and
level of overall satisfaction, out of the total respondents of the study ,95 of the
respondents were given satisfied i.e, Price (20), Quality (39) , Availability (23) and
Brand name (13).Out of 53 of the respondents were given highly satisfied i.e, Price
(12), Quality (26), Availability (11) and Brand name (4) .Out of 32 of the respondents
were given neutral i.e, Price (7),Quality (12), Availability (10) and Brand name (3)
and remaining respondents were given dissatisfied about the all reasons for usage
of the Aavin milk .

CHI-SQURE TEST

96
REASONS FOR USE AND OVERALL SATISFACTION OF THE AAVIN MILK

In order find relationship between reason for use of the respondents and
overall satisfaction about the Aavin milk, chi-square test is used and results in given
below.

Null Hypothesis (H0) :

There is no significant relationship between reason for use of the respondents

and overall satisfaction of Aavin milk.

Alternative Hypothesis (H1) :

There is relationship between reason for use of the respondents overall

satisfaction of the Aavin milk.

Table – 4.22

REASONS FOR USE AND OVERALL SATISFACTION OF THE AAVIN MILK

Chi-Square Tests

Value Df Asymp. Sig. (2-sided)

Pearson Chi-Square 5.531a 9 .786

Likelihood Ratio 5.680 9 .771

Linear-by-Linear
.623 1 .430
Association

N of Valid Cases 200

a. 4 cells (25.0%) have expected count less than 5. The minimum

expected count is 2.20.

Source: Primary Data

97
 In the chi – square test, the researcher find that the calculated value is
(1.5.531) higher than the table value. The degree of freedom is 9 and the significant
level is 7% is > 0.005. Therefore null hypothesis is rejected. So there is relationship
between reasons for using the product and overall satisfaction of the Aavin milk.

Table – 4.23

98
 Brand Features * Overall Satisfaction (Cross tabulation)

Overall Satisfaction

Total
Highly
satisfied Neutral Dissatisfied
satisfied

30 36 11 4 81
Thick
21.5 38.5 13.0 8.1 81.0

14 28 14 10 66
Brand
Thin
Features
17.5 31.4 10.6 6.6 66.0

9 31 7 6 53
Neutral
14.0 25.2 8.5 5.3 53.0

53 95 32 20 200
Total
53.0 95.0 32.0 20.0 200.0

Source Primary Data:

99
 In the above table shows that the brand features of the Aavin milk and level
of overall satisfaction, out of the total respondents of the study ,95 of the
respondents were give satisfied i.e, Thick (36) , Thin(28) and Neutral (31),. Out of
53of the respondents were given highly satisfied i.e, thick (30), thin (14) and Neutral
(9). Out of 32 of the respondents were given highly neutral i.e, Thick (11), Thin (14),
and Neutral (7). And remaining respondents were given dissatisfied about the all
brand features of the Aavin milk.

CHI-SQURE TEST

100
BRAND FEATURES AND OVERALL SATISFACTION OF THE AAVIN MILK

In order find relationship between brand features and overall satisfaction

about the Aavin milk, chi-square test is used and results in given below.

Null Hypothesis (H0) :

There is no significant relationship between brand features and overall

satisfaction of Aavin milk.

Alternative Hypothesis (H1) :

There is relationship between brand features and overall satisfaction of the

Aavin milk.

Table – 4.24

BRAND FEATURES AND OVERALL SATISFACTION OF THE AAVIN MILK

Chi-Square Tests

Asymp. Sig.
Value Df
(2-sided)

Pearson Chi-Square 13.362a 6 .038

Likelihood Ratio 13.390 6 .037

Linear-by-Linear
5.248 1 .022
Association

N of Valid Cases 200

a. 0 cells (.0%) have expected count less than 5. The

minimum expected count is 5.30.

Source: Primary Data

101
 In the chi – square test, the researcher find that the calculated value (13.362)
is higher than the table value. The degree of freedom is 6 and the significant level is
0.038% is > 0.005. Therefore null hypothesis is rejected. So there is relationship
between brand features and overall satisfaction of the Aavin milk.

CHAPTER – V

102
 FINDINGS, SUGESSIONS, AND CONCLUSION

5.1 FINDINGS
 Majority of the respondents i.e. 36.5 percent belonged to the age group below 30
years.
 Majority (52%) of the respondents were female.
 70.5 percent of the respondents got „married‟.
 Majority (42.5%) of the respondents were Graduate.
 Majority (34%) of the respondents were private employee.
 Majority 31 percent of the respondents earned monthly income was below Rs.10000.
 Majority (51.5%) of the respondents was using the standardized quality.
 Majority (43.5%) of the respondents were consumed the Aavin milk 1 year to 3
years.
 Majority (48%) of the respondents was using the 1 liter quantity per day.
 Majority (44.5%) of the respondents were used for good quality of the product.
 Majority (48.5%) of the respondents accepted the product prices are affordable.
 Majority (40.5%) of the respondents were used thick Aavin milk product.
 Majority (38.5%) of the respondents was got the product through door delivery and
also from milk booth.
 Majority (71%) of the respondents said about accepted recommendation of the
brand.
 Majority (45.5%) of the respondents knew about the brand through advertisement
media.
 Majority (56%) of the respondents were given positive feedback for usage of the
brand.
 Majority (47.5%) of the respondents were given overall satisfaction about the
product.
 Hence, majority of the respondents of the people were given first, rank to distribution
channel.
 In the table shows that the gender of the respondents and overall satisfaction, out of
the total respondents of the study, 53 of the respondents were given highly satisfied
i.e., the male (23), female (30). Out of 95 respondents were given satisfied i.e., the
male (45) female (50), Out of 32 respondents were given dissatisfied i.e., the male

103
 (16) female (16) and remaining respondents were given dissatisfaction about all
gender category.
 In the chi – square test, the researcher find that the calculated value is (1.670) is
higher than the table value. The degree of freedom is 3 and the significant level is
6% is > 0.005. Therefore null hypothesis is rejected. So there is relationship between
gender of the respondents and overall satisfaction of the Aavin milk.
 The above table shows that the reason for usage of the respondents and level of
overall satisfaction, out of the total respondents of the study ,95 of the respondents
were given satisfied i.e., Price (20), Quality (39) , Availability (23), and Brand name
(13).Out of 53 of the respondents were given highly satisfied i.e., Price (12), Quality
(26), Availability (11) ,and Brand name (4) .Out of 32 of the respondents were given
neutral i.e., Price (7), Quality (12), Availability (10) ,and Brand name (3) ,and
remaining respondents were given dissatisfied about the all reasons for usage of the
Aavin milk .
 In the chi – square test, the researcher find that the calculated value is (1.5.531) is
higher than the table value. The degree of freedom is 9 and the significant level is
7% is > 0.005. Therefore null hypothesis is rejected. So there is relationship between
reasons for using the product and overall satisfaction of the Aavin milk.
 In the above table shows that the brand features of the Aavin milk and level of
overall satisfaction, out of the total respondents of the study ,95 of the respondents
were give satisfied i.e., Thick (36) , Thin(28), and Neutral (31),. Out of 53of the
respondents were given highly satisfied i.e., Thick (30), Thin (14), and Neutral
(9),.Out of 32 of the respondents were given highly neutral i.e., Thick (11), Thin (14),
and Neutral (7),. And remaining respondents were given dissatisfied about the all
brand features of the Aavin milk.
 In the chi – square test, the researcher find that the calculated value (13.362) is
higher than the table value. The degree of freedom is 6 and the significant level is
0.038% is > 0.005. Therefore null hypothesis is rejected. So there is relationship
between brand features and overall satisfaction of the Aavin milk.

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5.2 SUGGESSTION

1. Out of the 200 respondents, majority of the people using thick quality of Aavin milk in
their day to day life. Therefore, the producer more concentrates with producing thick
quality of the Aavin milk to compare the other quality.
2. Computerized system only implementing in production level. It must extend to all
levels such as marketing; manage of Human Resources and Finance.
3. The Govt. should take necessary steps to produce other milk product such as sweet
and so on.
4. Some of the retailer has selling expiry date product. It is affect the children‟s health
so the Govt. should take necessary steps to avoid such things.
5. Majority of the respondents give positive feedback about the product. So, the Govt.
must maintain the same level.
6. Distribution of Aavin milk was also extended to rural and all areas.
7. The Govt. should concentrate on starting number of milk booth for distribute the
product to final consumers. It will decrease the distribution cost.
8. The Govt. should concentrate on install Aavin milk tea in public area. It will be create
awareness about the product and also gives healthy food to consumers.

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5.3 CONCLUSION

There are 17 District Cooperative Milk Producers' Unions functioning in the

State of Tamilnadu covering 30 Districts. There are 15 Dairies in District Co-
operative Milk Producers' Unions with an installed processing capacity of 19.42 llpd.
There are 36 Chilling Centre‟s (Functional) in District Co-operative Milk Producers'
Unions with installed chilling capacities of 13.55 llpd.

Most of the rural people especially women make their livelihood by rearing
milch animals and by supplying milk to the Co-operatives. Keeping this in view and
to improve the rural economy and to enhance the personal income of the stake
holders in rural area.

Aavin milk has a good reputation among the customers so it can be extended
to supply rural also. From various respondents the researcher has gathered lot of
information about Aavin Milk‟s buying Behavior. Aavin milk is already enjoying
Number one position in Milk Industry; this gives a positive stand to further strengthen
its position. The researcher concludes that "Aavin is the market leader in milk
Industry".

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BIBLIOGRAPHY

BOOKS:

1. Pillai RSN, Bagavathi: Modern marketing principles and practices, Sultan

chandana company ltd, New Delhi

2. Sherlekar S.A: marketing Management, Himalayan Publishing House,

Mumbai

3. Sherlekar S.A: Normally Prased K. Salvakone Victor S.J Principles of

Marketing, Himalayan House, Mumbai.

WEBSITES:

www.google.com

www.Aavinmilk.com

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 A STUDY ON CONSUMER SATISFACTION TOWARDS AAVIN MILK
IN PERAMBALUR DISTRICT

Guide Name & Designation: Student Name & Roll No:

Dr.M.Abdul Hakkeem, Name: R.Ramadoss,

M.Com, M.B.A, M.Sc (Psy), M.Phil, PGDCA., Ph.D. Roll No: 3961.

Assistant Professor of Commerce,

Jamal Mohamed College, Trichy-20.

QUESTIONNAIRE

I.PERSONAL BACKGROUND

1. Name (Optional):

2. Age:

Below- 30 30-40 40-50 50&above

3. Gender of the respondent:

Male Female

4. Marital status of the respondent:

Married Unmarried

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5. Qualification of the respondent:

SSLC Graduate Professional Course Others

6. Occupation of the respondent:

Farmer Government employee Private employee Professional

7. Monthly income of the respondent:

Below -10000 10000-15000 15000-20000 20000&above

II. CONCEPTUAL QUESTIONS

8. Which brand using in Aavin milk?

Pasteurized toned Standardized Full cream Double toned

9. Brand consumption period:

Below 1 year 1year-3years 3years-6years More than 6 years

10. Quantity consumption per day

500ml 1litre 2litres Above 2litres

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11. Reason for using this brand

Price Quality Availability Brand name

12. Does the price of the brand is affordable?

Yes No No idea

13. Brand quality

Thick Thin Neutral

14. Your preference of the brand other than Aavin

Yes No No idea

15. Distribution of the Aavin milk

Door delivery Milk booth Retail shop

16. Do you recommend Aavin brand to other people?

Yes No

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17. Does the brand is healthy

Yes No No idea

18. Knowing about the brand

Through advertisement media Through friends Others

19. Will you continue the brand in future?

Yes No No idea

20. Rank the following factors to favor the Aavin milk

Price Availability Quality Distribution of the product

Brand name

21. Overall satisfaction of the brand

Highly Satisfied Satisfied Neutral Dissatisfied

Highly Dissatisfied

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