1

CHAPTER - I

INTRODUCTION

1.1 BACKGROUND OF THE STUDY:

The Food and Beverage service industry is one of the most vibrant service
industries within India with over 25% yearly growth. Although predominantly
concentrated in the unorganised space, with the advent of foreign and Indian
restaurant chains, the organised market is likely to expand quite rapidly. Food
expenditure constitutes the majority of our consumption basket and with an increasing
young population, eating out will only grow. Eating out has evolved from an occasion
driven activity to an occasion in itself for the youth for whom eating out is the most
favoured activity besides hanging out with friends. Amongst the various segments
within the restaurant sector, Quick Service Restaurants and Casual Dining Restaurants
constitute the largest categories – combined they constitute more than 77% of the
overall market.

CavinKare is having its footstep in Milkshake industry in India. Cavin’s

Milkshake was launched on 06-Nov-2012 in Tamil Nadu. Milkshake industry is
having so many numbers of players like Hershey’s, Starbucks, Cafe Coffeeday, Amul
Kool, KPHB, Brittania, Danone, Keventers and Others local brands having stiff
competition among them. In consumer behaviour, perception refers to much more
than just biological use of sense organs. It includes the way stimuli are interacted and
integrated by consumers. Consumer characteristics vary from place to place.
Therefore it has become challenging task for marketers to understand need, buying
behaviour and perception of consumers before developing product and marketing
program.

The project entitled “A study on consumer preference towards Cavin’s

milkshake” was undertaken through primary survey of consumers. The data was
 2

collected from 206 consumers from Coimbatore city through semi structured
questionnaire. 40per cent consumers prefer Chocolate flavour of milkshake. Generally
consumers prefer 16-30 Rs. price range of milkshake per day. 33per cent consumers
purchase milkshake from milk parlour/company outlet and shops/store, Most of the
consumers motivated to purchase of milkshake by tastes compared to brand name,
price, advertisement, availability and packaging, so milkshake should concentration
more on taste.

CavinKare, a Rs 1,200 Crore turnover FMCG company, handles various

portfolios including Shampoo, Hair wash powder, Fairness creams, Hair colours,
Dairy and retail salon products. CavinKare is already present in the milkshake market
in Tamilnadu.

The firm has already invested Rs 40 Crore in milkshakes and had lined up
additional Rs 30 Crore for fruit milkshakes and further line extensions the company's
turnover was Rs 75 Crore in the milkshake segment and that the target was to double
it with the help of the latest offer.Cavin's Fruit Milkshake, available in mango, will be
priced at Rs 25 for a 200 ml pack, he said adding the company will be "forced" to hike
prices only if input costs go up. Cavin's Fruit Milkshake was launched across Tamil
Nadu today and the company said it was planning to cover the rest of the southern
states in three months followed by pan-India coverage by the end of this financial
year.

In consumer behaviour, perception refers to much more than just biological use of
sense organs. It includes the way stimuli are interacted and integrated by consumers.
consumer characteristics vary from place to place. Therefore, it has become
challenging task for marketers to understand need, buying behaviour of consumers
before developing product and marketing program.
 3

1.2 INDUSTRY PROFILE:

The Indian Food and Beverage service Industry is one of the most vibrant
industries that has seen unprecedented growth in the recent past and continues to
expand rapidly. This can be attributed to the changing demographics, increase in
disposable incomes, urbanisation and growth of organised retail. The Food and
Beverage service market is worth Rs 2,04,438 Crore and is expected to reach Rs
3,80,000 Crore by 2017. The sector is dominated primarily by the traditional segment.
The brands and restaurant chains of both Indian origin and multinationals have not
optimally penetrated the market so far. The Food and Beverage sector has evolved
over the past decade, giving rise to exciting new concepts in food and beverage
offerings and new and innovative service elements. Segments such as fine dining,
casual dining, quick service restaurants, cafes, etc. have found favour with the
consumers. The Food and Beverage industry has been at the forefront of attracting
investments into India and has played an integral role in portraying India as a land of
opportunity. Several success stories of both domestic and multinational companies
tapping into the Indian food services sector are examples of the current trends.

1.3 COMPANY PROFILE:

The company was founded in 1983 by C. K. Ranganathan and initially named

as Chik India and then renamed to Beauty Cosmetics in 1990 and again renamed as
CavinKare Pvt Ltd in 1998. C. K. Ranganathan set up his factory in the union
territory of Pondicherry as the process and bureaucracy would be easier to handle than
in his native Tamil Nadu. The company's first product was Chik shampoo. The first
year's sales for the product was around rupees six lakhs. Cavin’s is the umbrella brand
for all our dairy based offerings. Be it cold chain offerings like UHT Milk, Curd,
Paneer, Butter or ambient offerings like Milkshakes, Buttermilk, Lassi etc. With
continuous innovation as their bed rock they have evolved into a dairy brand with
offerings of the highest quality alongside adherence to international quality standards
 4

in terms of production. The company has presence in more than 21 countries and has
diversified into Personal care, dairy, foods, snacks, and beverages businesses.

A pioneer of innovation, Mr. C. K. Ranganathan has shaped the company to

create innovative products by combining the best of nature and technology to improve
the lifestyle of consumers. Under his inspiring leadership, the company while
expanding into Personal Care, also diversified into Food, Beverages, Dairy and
Snacks categories, both in domestic and international markets.

Under Mr. C. K. Ranganathan’s guidance, Trends in Vogue has pioneered the

concept of ‘family salons’ in India and is the first to channel this industry into an
organized salon chain sector with its specialist brands Limelight and Green Trends.
Trends in Vogue have a clear-cut focus of providing grooming and personal styling
solutions to men, women and children. He was also the Winner of 2018 “ICIS World
Surfactants Awards” for an outstanding contribution to the Surfactant Industry
globally.

He was the Chairman of Confederation of Indian Industry (CII), Tamil Nadu

State Council for the year 2009-10. He is the former president of the Madras
Management Association.

1.4 LIST OF FLAVOURS

Cavin's Milkshake is a dairy-based drink containing medium fat ice cream in a
UHT tetra pack, sold in India. Cavin's Milkshake is available in five flavours:
1. Strawberry
2. Kaju
3. Butterscotch
4. Vanilla
5. Chocolate
6. Coffee
 5

1.5 OBJECTIVES OF THE STUDY:

 To know the consumer usage about Cavin’s milkshake.

 To know the consumer awareness for purchasing milkshake.
 To find out influencing factors that determines buying behavior of Milkshake.

1.6 LIMITATIONS OF THE STUDY:

As a study is concerned it has got its own limitations. It is obviously understood

that such limitations are unavoidable. Some important limitations can be read as;

 The duration of time factors is very low.

 The result of the survey is taken by only minimum sample size.
 The customer of this survey may vary from time to time.
 The result of this survey may not be dependable.
 Based on the option, view given by the consumers we arrive conclusion.
 6

CHAPTER – II

REVIEW OF LITERATURE

Cavinkare is India’s largest dairy in dairy sector in India. Cavinkare has

diversified their business in many food segments. Cavin’s milkshake launched on 06-
Nov - 2012 in TamilNadu. The portfolio consisted of impulse products like sticks,
cones, cups as well as take home packs and institutional/catering packs and Cotter,
(1992) conducted study on “The Consumer Attitudes and Market Potential for Dairy
Products Utilizing Fat Substitutes” The research concluded that taste, safety, and
nutrition were most important in food selection. Concern about the impact of diet on
health has led consumers to reduce the consumption of foods perceived as being high
in fat. Consumers were ready to try reduced-fat products and willing to pay a little
extra for them. They reported that, if they liked the taste, they would eat lower fat
products made with fat replacers than traditionally made products.

Rees, (1992) revealed that factors influencing the consumer’s choice of food
were flavour, texture, appearance, advertising, a reduction in traditional cooking,
fragmentation of family means and an increase in ‘snacking’ etc. Demographic and
household role changes and the introduction of microwave ovens had produced
changes in eating habits. Vigorous sale of chilled and other prepared foods was related
to the large numbers of working wives and single people, who require value
convenience. Development in retailing with concentration of 80.00 per cent of food
sales in supermarkets was also considered to be important. Consumers were
responding to messages about safety and healthy eating. They were concerned about
the way in which food was produced and want safe, natural, high quality food at an
appropriate price.

Nazlin Imram, (1999) studied “The role of visual cues in consumer perception
and acceptance of a food product”. The study concluded that texture and flavour have
long since been known to exert an effect on consumer perception. However, the “first
 7

taste is almost always with the eye”. This is especially the case where a food product
is sold through its appearance, rather than through its packaging. In addition,
appearance can have a halo effect which modifies subsequent flavour perception and
food acceptability.

The study on "Consumer perception of the nature and quality of home-made

and commercial dairy Milkshake". The research concluded that most of the consumer
favour of the home-made form, which was valued because of an assumed superior
taste, quality and a more intimate knowledge of ingredients. Commercial quality also
required “good taste”, but its convenience value was very important. On blind tasting,
the degree of liking for both forms was usually high, but correct identification (home-
made vs commercial) levels were low. Home-made quality was viewed as a desirable
feature of dairy Milkshake.

Ramasamy et al.,(2005)studied the buying behaviour is vastly influenced by

awareness and attitude towards the product reported by Commercial advertisements
over television was said to be the most important source of information, followed by
displays in retail outlets. Consumers do build opinion about a brand on the basis of
which various product features play an important role in decision making process. A
large number of respondents laid emphasis on quality and felt that price is an
important factor while the others attached importance to image of manufacturer.

Vincent, (2006) elicited that quality was an important factor that draws
consumer towards branded products. Branded products were accepted as good quality
products. People do not mind paying extra for branded products, as they get value for
money. Media is a key constituent in promoting and influencing brand. A child’s
insistence affects family’s buying behaviour. Children are highly aware and conscious
of branded items. Although unbranded products sometimes give same satisfaction as
branded products, customers would still prefer to purchase a branded product.
 8

Christine and Cotter, (1992) conducted study on “The Consumer Attitudes and
Market Potential for Dairy Products Utilizing Fat Substitutes”. The research
concluded that taste, safety, and nutrition were most important in food selection.
Concern about the impact of diet on health has led consumers to reduce the
consumption of foods perceived as being high in fat. Consumers were ready to try
reduced-fat products and willing to pay a little extra for them. They reported that, if
they liked the taste, they would eat lower fat products made with fat replacers than
traditionally made products.

Bower and Baxter, (2000) conducted the study on "Consumer perception of the
nature and quality of home-made and commercial dairy ice-cream". The research
concluded that most of the consumer favour of the home-made form, which was
valued because of an assumed superior taste, quality and a more intimate knowledge
of ingredients. Commercial quality also required “good taste”, but its convenience
value was very important. On blind tasting, the degree of liking for both forms was
usually high, but correct identification (home-made vs commercial) levels were low.
Home-made quality was viewed as a desirable feature of dairy ice cream.
 9

CHAPTER - III

3. RESEARCH METHODOLOGY

3.1 INTRODUCTION

Research is defined as a “systematized effort to gain new knowledge”.

Research comprises defining and redefining problems, formulating hypothesis or
suggest solutions, collecting, organizing and evaluating data, making deductions and
reaching conclusions and at last carefully testing the conclusions to determine whether
they fit the formulating hypothesis. It refers to the systematic method consisting of
enunciating the problem, formulating a hypothesis, collecting the fact the data,
analysing the facts that reach certain conclusion and either in the form of solution
towards the concerned problem or in certain generalization for some theoretical
formulation.

3.2 RESEARCH DESIGN

A research design is a plan that specifies the objectives of the study consumer
preference of Cavinkare with special reference to Coimbatore district, method to be
adopted in the data collection, tools in data analysis and hypothesis to be framed.

“A research design is an arrangement of conditions for collection and analysis

of data in a manner that aim combines with relevance to the research purpose with
economy in procedure”.

3.3TYPE OF RESEARCH

Here Descriptive Research has been used for studying. A simple descriptive
research design is used when data are collected to describe persons, organizations,
settings, or phenomena Survey method is used for data collection.

It includes surveys and fact-finding enquiries. The descriptive research is

typically concerned with determining the frequencies with which something occurs or
determining the degree to which variables is associated.
 10

3.4 SAMPLING

Sampling is concerned with the selection of a subset of individuals from

estimate characteristics of the whole population. The three main advantages of
sampling are that the cost is lower, data collection is faster, and since the data set is
smaller it is possible to ensure homogeneity and to improve the accuracy and quality
of the data.

3.5 SAMPLING METHOD

In this study Convenience Sampling Method was used in selecting samples.

Convenience sampling is also known as Opportunity Sampling, Accidental Sampling
or Haphazard Sampling. Convenience sampling generally assumes a homogeneous
population, and that one person is pretty much like another. It is a type of no
probability sampling in which people are sampled simply because they are
"convenient" sources of data for researchers.

3.6 SAMPLING SIZE

The researcher attempts to collet sample through 250 respondents, but 44 respondents of
them not given data. Hence, 206 customers from the respondents are selected as samples
for the study.

3.7 METHOD OF DATA COLLECTION

The key for useful systems is the selection of the method for collecting data
and linking it to analysis and decision issue of the action to be taken. The accuracy of
the collected data is of great importance for drawing correct and valid conclusion from
detailed investigations. There are two types of data ie, primary and secondary.

3.7.1 PRIMARY DATA

The primary data are those, which are collected afresh and for the first time,
and thus happen to be original in character. There are several methods of collecting
primary data, particularly in survey and descriptive research. Some important ones
 11

are, through questionnaire, questionnaire include price, quality, better configuration,

better in performance, attractive offers, after sales service, brand name.

3.7.2 SECONDARY DATA

Secondary data means, data that are already available that is they refer to the
data which have already been collected and analysed by someone else and which have
already been passed through the statistical process. Secondary data may either be
published data or unpublished data and can be gathered through Internet, books,
magazines, manuals, journals etc. In this study the Researcher used Structural
Questionnaire for collecting primary data. The Researcher also made frequent
interaction with the management and the employees during my training at purchase of
investment.

3.8 HYPOTHESIS GENERATION

1. Association of age and frequent place of purchase.
2. Association of Income and Frequency in consumption of milkshake.
3. Association of Area and Availability of Cavin’s milkshake.
4. Association of Family type and Preference towards consuming milkshake as
breakfast.
 12

CHAPTER – IV
DATA ANALYSIS AND INTERPRETATION
4.1 PERCENTAGE ANALYSIS
Table 4.1.1

Age group of the Respondents

S.NO Age Frequency Percentage

A 15-20 44 21.4
B 21-30 149 72.3

C 31-40 6 2.9
D Above 40 7 3.4
Total 206 100
Source: Primary data

Interception:

From the above table it is observed that 21.4% of the respondents belong to 15-20 age
group, 72.3% of the respondents from 21-30 age group, 2.9% of the respondents from 31-40
age group and 3.4% of the respondents are Above 40 age group.
 13

Chart 4.1.1

Age group of the Respondents

4%
3%
21%

15-20
21-30
31-40
Above 40

72%

Source: Primary data

 14

Table 4.1.2

Gender of the Respondent

S.NO Gender Frequency Percentage

A Male 154 74.8

B Female 52 25.2

Total 206 100

Source: Primary data

Interpretation:
From the above table it was observed that 74.8% of the respondents are male; were
as 25.2% of the respondents are falls under Female category.
 15

Chart 4.1.2

Gender of the Respondent

Male
Female

Source: Primary data

 16

Table 4.1.3

Education Qualification of the Respondents

S.NO Education Frequency Percentage

A HSC 14 6.8

B Diploma 12 5.8

C UG 86 41.7

D PG 94 45.6

Total 206 100

Source: Primary data

Interpretation:
From the above table it is observed that 6.8% of the respondents falls under
HSC category, and 5.8% of the respondents are diploma category, 41.7% of the
respondents belongs to under-graduation category, 45.6% of the respondents are post-
graduation.
 17

Chart 4.1.3

Education Qualification of the Respondents

7%
6%

HSC
45%
Diploma
UG
PG

42%

Source: Primary data

 18

Table 4.1.4

Occupation of the Respondents

S.NO Occupation Frequency Percentage

AA Self-employed 65 31.6

B Salaried 90 43.7

C Business 51 24.7

Total 206 100

Source: Primary data

Interpretation:
From the above table it was observed that 31.6% of the respondents are self-
employed category, 43.7% of the respondents belong to salaried category and 24.7%
of the respondents are business category.
 19

Chart 4.1.4

Occupation of the Respondents

25%
31%

Self-employed
salaried
business

44%

Source: Primary data

 20

TABLE 4.1.5

Employment of the Respondents

S.NO Type of Employment Frequency Percentage

A Private 143 69.4

B Public 27 13.1

17.5
C Government 36

Total 206 100

Source: Primary data

Interpretation:
From the above table it was observed that 69.4% of the respondents belong to
private employment category, and 13.1% of the respondents are public category,
17.5% of the respondent’s falls under government employment category.
 21

Chart 4.1.5

Employment of the Respondents

18%

Private

13% Public
Government

69%

Source: Primary data

 22

Table 4.1.6

Monthly Income of the Respondents

S.NO Income Frequency Percentage

A 5000-10000 53 25.7

B 11000-15000 76 36.9

C 16000-25000 77 37.4

Total 100 100

Source: Primary data

Interpretation:
From the above table it was observed that 25.7% of the respondents falls under 5000 –
10000 monthly income, 6.9% of the respondents are 11000 – 150000 monthly income
category, 37.4 % of the respondents belongs to 16000 – 25000 income category.
 23

Chart 4.1.6

Monthly Income of the Respondents

26%

37%
5000-10000
11000-15000
16000-25000

37%

Source: Primary data

 24

Table 4.1.7

Family Type of the Respondents

S.NO Family type Frequency Percentage

A Nuclear 112 54.4

B Joint family 94 45.6

Total 206 100

Source: Primary data

Interpretation:

From the above table it was observed that 54.4% of the respondents are from nuclear
family, 45.6% of the respondents belong to joint family.
 25

Chart 4.1.7

Family Type of the Respondents

33%

Frequency
Prcent

67%

Source: Primary data

 26

Table 4.1.8

Locality of the Respondents

S.NO Area Frequency Percentage

A Rural 139 67.5

B Urban 67 32.5

Total 206 100

Source: Primary data

Interpretation:
From the above table it was observed that 67.5% of the respondents are from rural
areas, 32.5% of the respondents are from urban areas.
 27

Chart 4.1.8

Locality of the Respondents

33%

Frequency
Prcent

67%

Source: Primary data

 28

Table 4.1.9

Availability of Cavin’s Milkshake

S.NO Cavin’s availability Frequency Percentage

A Strongly agree 43 20.9

B Agree 92 44.7

C Neutral 49 23.8

D Disagree 15 7.3

E Strongly disagree 7 3.4

Total 206 100

Source: Primary data

Interpretation:
From the above table it was observed that 20.9% of the respondents strongly agree on
availability of Cavin’s everywhere and 44.7% of the respondent agrees, 23.8% of the
respondents are Neutral, 7.3% of the respondents Disagree the statement whereas 3.4% of
the respondents Strongly disagree the above statement.
 29

Chart 4.1.9

Availability of Cavin’s Milkshake

3%
7%
21%

Strongly agree

24% Agree
Neutral
Disagree
Strongly disagree

45%

Source: Primary data

 30

Table 4.1.10

Consumption of Cavin’s Milkshake

S.NO Cavin’s milkshake consumption Frequency Percentage

A Strongly agree 55 26.7
B Agree 100 48.5
C Neutral 29 14.1
D Disagree 17 8.3
E Strongly disagree 54 2.4
Total 206 100
Source: Primary data

Interpretation:
From the above table it was observed that 26.7% of the respondents comes
strongly agree on Cavin’s milkshake already consumed by me, and 48.5% of the
respondent agree, 14.1% of the respondents Neutral. 8.3% of the respondents
Disagree,2.4% of the respondents Strongly disagree.
 31

Chart 4.1.10

Consumption of Cavin’s Milkshake

21% 22%

Strongly agree
Agree
7% Neutral
Disagree
Strongly disagree
11%

39%

Source: Primary data

 32

Table 4.1.11

Preference towards consuming milkshake as breakfast

S.NO Milkshake as breakfast Frequency Percentage

A Strongly agree 30 14.6
B Agree 72 35
C Neutral 55 26.7
D Disagree 41 19.9
E Strongly disagree 8 3.9
Total 206 100
Source: Primary data

Interpretation:
From the above table it was observed that 14.6% of the respondents are strongly
agree on Health drink/Milkshake are consumed during breakfast, and 35% of the
respondent falls under agree, 26.7% of the respondents are Neutral, 19.9% of the
respondents Disagree,3.9% of the respondents Strongly disagree.
 33

Chart 4.1.11

Preference towards consuming milkshake as breakfast

4%
14%

20%
Strongly agree
Agree
Neutral
Disagree

35% Strongly disagree

27%

Source: Primary data

 34

Table 4.1.12

Frequency in consumption of Milkshake

S.NO Frequency in consumption Frequency Percentage

A Twice a day 25 12.1

B Daily 41 19.9

C Weekly 61 29.6

D Rarely 79 38.3

Total 206 100

Source: Primary data

Interpretation:
From the above table it was observed that 12.1% of the respondents consumers
the Cavin’s milkshake twice a day as Health drink/Milkshake are consumed during
breakfast and 19.9% of the respondent consumed Cavin’s milkshake daily, 29.6% of
the respondents consumed Cavin’s milkshake weekly, 38.3% of the respondents
Rarely consumed Cavin’s milkshake.
 35

Chart 4.1.12

Frequency in consumption of Milkshake

12%

38%
Twice a day
20%
Daily
Weekly
Rarely

30%

Source: Primary data

 36

Table 4.1.13

Cavin’s Milkshake has 4 flavours like Vanilla, Chocolate, Strawberry,

Banana

S.NO Flavours of Cavin’s milkshake Frequency Percentage

A Strongly agree 76 36.9

B Agree 84 40.8

C Neutral 32 15.5

D Disagree 8 3.9

E Strongly disagree 6 2.9

Total 206 100

Source: Primary data

Interpretation:
From the above table it was observed that 36.9% of the respondents strongly
agree on Cavin’s milkshake has 4 flavours like Vanilla, chocolate, Strawberry, Banana
and 40.8% of the respondent agreed, 15.5% of the respondents are Neutral, 3.9% of
the respondents Disagree that they are not aware Cavin’s milkshake has 4 flavours,
2.9% of the respondents Strongly disagree through they are unaware of the product.

/
 37

Chart 4.1.13

Cavin’s Milkshake has 4 flavours like Vanilla, Chocolate, Strawberry,

Banana

3%
4%

15%
37% Strongly agree
Agree
Neutral
Disagree
Strongly disagree

41%

Source: Primary data

 38

Table 4.1.14

Preferred flavour

S.NO Preferred Flavour Frequency Percentage

A Vanilla 71 34.5

B Chocolate 87 42.2

C Strawberry 36 17.5

D Banana 12 5.8

Total 206 100

Source: Primary data

Interpretation:
From the above table it was observed that 34.5% of the respondents comes says
that vanilla on Cavin’s milkshake has 4 flavours like Vanilla, Chocolate, Strawberry
and Banana, and 42.2% of the respondent says that chocolate, 17.5% of the
respondents says that strawberry, 5.8% of the respondents says that banana.
 39

Chart 4.1.14

Preferred flavour

6%

18%
34%

vanila
chocolate
strawberry
banana

42%

Source: Primary data

 40

Table 4.1.15

Frequency place of purchase

S.NO Milkshake Purchase Frequency Percentage

A Hyper market 17 8.3
B Super market 57 27.7
C Department store 69 33.5
D Kirana 15 7.3
E Others 48 23.3
Total 206 100
Source: Primary data

Interpretation:
From the above table it was observed that 8.3% of the respondents purchased
Cavin’s milkshake from Hyper market and 27.7% of the respondent purchased from
Super market, 33.5% of the respondents purchased from Department store, 7.3 % of
the respondents purchased from Kirana, 23.3% of the respondents purchased from
Others.
 41

Chart 4.1.15

Frequency place of purchase

8%

23%

Hyper market

28% Super market

Department store
7%
Kirana
Others

34%

Source: Primary data

 42

Table 4.1.16

Reason for purchase

S.NO Reason for purchase Frequency Percentage

A Friends 95 46.1

B Office breaks 19 9.2

C skipping breakfast 15 7.3

D General 77 37.4

Total 206 100

Source: Primary data

Interpretation:
From the above table it was observed that 46.1% of the respondents says that
they were encouraged by friends to purchase Cavin’s milkshake and 9.2% of the
respondent made purchase of milkshake for their need during office breaks, 7.3% of
the respondents admit that they skipped breakfast and consume Cavin’s milkshake,
37.4 % of the respondents admit that they consumed in General.
 43

Chart 4.1.16

Reason for purchase

38%
friends
46%
Office breaks
skiping breakfast
General

7%
9%

Source: Primary data

 44

Table 4.1.17

Intention for buying milkshake

Purchase intension for buying

S.NO Frequency Percentage
milkshake
A Price 19 9.2
B Quantity 45 21.8
C Brand 46 22.3
D Flavour 77 37.4
E Colour 7 3.4
F Aroma 12 5.8
Total 206 100
Source: Primary data

Interpretation:
From the above table it was observed that 9.2% of the respondents comes Price
on Purchase intension for buying milkshake, and 21.8% of the respondent preferred
Quantity, 22.3% of the respondents are preferred Brand, 37.4% of the respondents are
preferred Flavour, 3.4% of the respondents preferred colour, 5.8% of the respondents
say that aroma is their preference.
 45

Chart 4.1.17

Intention for buying milkshake

6% 9%
4%

Price
22% Quantity
Brand
Flavor
37%
Color
Aroma

22%

Source: Primary data

 46

Table 4.1.18

Mode of recommendation

S.NO Recommended this product first Frequency Percentage

A Self 83 40.3

B Friends 88 42.7

C Family 17 8.3

D Colleagues 18 8.7

Total 206 100

Source: Primary data

Interpretation:
From the above table it was observed that 40.3% of the respondents are
personally motivated to consume the milkshake whereas 42.7% of the respondent says
that their Friends recommended the product to consume during the meetings, 8.3% of
the respondents influenced by their Family and, 8.7% of the respondents influenced by
their Colleagues in their office.
 47

Chart 4.1.18

Mode of recommendation

9%

8%

40%
Self
Friends
Family
Colleagues

43%

Source: Primary data

 48

4.2 CHI-SQUARE TEST

A chi-squared test, also written as χ2 test, is any statistical hypothesis test
where the sampling distribution of the test statistic is a chi-squared distribution when
the null hypothesis is true. Without other qualification, 'chi-squared test' often is used
as short for Pearson's chi-squared test. The chi-squared test is used to determine
whether there is a significant difference between the expected frequencies and the
observed frequencies in one or more categories.

In the standard applications of this test, the observations are classified into
mutually exclusive classes, and there is some theory, or say null hypothesis, which
gives the probability that any observation falls into the corresponding class. The
purpose of the test is to evaluate how likely the observations that are made would be,
assuming the null hypothesis is true.

Chi-squared tests are often constructed from a sum of squared errors, or

through the sample variance. Test statistics that follow a chi-squared distribution arise
from an assumption of independent normally distributed data, which is valid in many
cases due to the central limit theorem. A chi-squared test can be used to attempt
rejection of the null hypothesis that the data are independent.

Also considered a chi-squared test is a test in which this is asymptotically true,

meaning that the sampling distribution (if the null hypothesis is true) can be made to
approximate a chi-squared distribution as closely as desired by making the sample size
large enough.
 49

4.2 CHI-SQUARE TEST

Table 4.2.1
AGE OF THE RESPONDENCE AND FREQUENT PLACE OF
PURCHASE
Chi-square test
Asymp.
Value Df Sig.(2-sided)
Pearson Chi-Square 165.047(a) 12 .000
Likelihood Ratio 170.575 12 .000
Linear-by-Linear
88.436 1 .000
Association
N of Valid Cases 206
Source: Primary data ; Significant P < 0.05

Null Hypothesis (H0)

H0: There is no significant relationship between the Age and milkshake often
purchased from
Alternative Hypothesis (H1)
H1: There is significant relationship between the Age and milkshake often purchased
from

INTERPRETATION
From the above table it is found that the calculated value (165.047) is greater
than the table value (21.026). Therefore H1 accepted. It is observed that there is
significant relationship between the Age and milkshake often purchased from.
 50

Table 4.2.2
INCOME AND FREQUENCY IN CONSUMPTION OF MILKSHAKE
Chi-Square Tests
Asymp. Sig. (2-
Value Df sided)
Pearson Chi-Square 342.930(a) 6 .000
Likelihood Ratio 377.142 6 .000
Linear-by-Linear
179.753 1 .000
Association
N of Valid Cases 206
Source: Primary data significant P < 0.05

Null Hypothesis (H0)

H0: There is no significant relationship between the Income and frequency in
consumption of milkshake.
Alternative Hypothesis (H1)
H1: There is significant relationship between the Income and frequency in
consumption of milkshake.

INTERPRETATION
From the above table it is found that the calculated value (342.930) is greater than the
table value (12.592). Therefore H1 accepted. It is observed that there is significant
relationship between the Income and frequency in consumption of milkshake.
 51

Table 4.2.3
AREA AND AVAILABILITY OF CAVINS MILKSHAKE
Chi-Square Tests
Asymp.Sig. (2-
Value df sided)
Pearson Chi-Square 189.261(a) 4 .000
Likelihood Ratio 232.164 4 .000
Linear-by-Linear
136.568 1 .000
Association
N of Valid Cases 206
Source: Primary data significant P < 0.05

Null Hypothesis (H0)

H0: There is no significant relationship between the Area and Availability of Cavin’s
milkshake.
Alternative Hypothesis (H1)
H1: There is significant relationship between the Area and Availability of Cavin’s
milkshake.
INTERPRETATION
From the above table it is found that the calculated value (189.261) is greater than the
table value (9.488). Therefore H1 accepted. It is observed that there is significant
relationship between the Area and Availability of Cavin’s milkshake.
 52

Table 4.2.4

TYPES OF FAMILY AND PREFERENCE TOWARDS CONSUMING

MILKSHAKE AS BREAKFAST

Chi-Square Tests
Asymp. Sig.
Value Df (2-sided)
Pearson Chi-Square 173.021(a) 4 .000
Likelihood Ratio 231.846 4 .000
Linear-by-Linear
140.433 1 .000
Association
N of Valid Cases 206
Source: Primary data significant P < 0.05

Null Hypothesis (H0)

H0: There is no significant relationship between the Types of family and preference
towards consuming milkshake as breakfast.

Alternative Hypothesis (H1)

H1: There is significant relationship between the Types of Family and preference
towards consuming milkshake as breakfast.

INTERPRETATION
From the above table it is found that the calculated value (173.021) is greater than the
table value (9.488). Therefore H1 accepted. It is observed that there is significant
relationship between the Types of Family and preference towards consuming
milkshake as breakfast
 53

CHAPTER – V

FINDINGS, SUGGESTION AND CONCLUTION

5.1FINDINGS:

 72.3% of the respondents belong to the age group 21-30.

 Majority of the respondents are Male i.e 74.8%
 45.6% of the respondents have completed Post Graduation.
 Majority of the respondents belong to the salary group.
 69.4% of the respondents are from the private sector.
 The highest income of the respondents is 25000 rupees.
 54.4% of the respondents are from Nuclear family.
 Rural area had high respondents when compared to the urban.
 44.7% of the respondents agree with the availability of product everywhere.
 48.5% of the respondents had already consumed milkshake.
 35% of the customer consumed the product during breakfast.
 38.5% consumers are frequently consuming milkshake.
 36.9% of the consumer strongly aware of Cavin’s milkshake flavor.
 42.2 % consumers are preferred chocolate flavor when compared to other
flavors.
 33.5 % of the consumers prefer department stores for purchasing the product.
 46.1% of the consumers are preferred by their friends to purchase the product.
 37.4 % of the consumers purchased Cavin’s Milkshake for the intension of
flavor.
 42.7% of the friends suggested the consumer to buy the product.
 There is significant relationship between the Age and milkshake often
purchased from
 There is significant relationship between the Income and frequency in
consumption of milkshake.
 There is significant relationship between the Area and Availability of Cavin’s
milkshake.
 54

 There is significant relationship between the family and preference towards

consuming milkshake as breakfast.
 55

5.2 SUGGESTIONS:
I have conducted a study in Coimbatore district about consumer preference
towards Cavin’s milkshake. During my research, I found that customers prefer several
other brands too because of different flavours, price and some are listed below:

 People suggest to add new flavor like guava, Peach.

 Most of the people expect affordable price so that they can have it often.
 Milkshake should introduce new schemes during summer season.
 Cavinkare should concentrate more on quality of milkshake.
 More advertisement is necessary for the maximum reach of the
customer.
 Develop and implement nutrition standards for competitive foods and
beverages sold or served in the school environment.
 56

5.3 CONCLUSION:

Cavinkare is having a leading position in milkshake industry in the country. Its

observed that Cavinkare is having competitors like Britannia, café coffee day, and
other brands.

It’s also observed that most of as per the study most of the consumers preferred
Cavinkare as favourite brand of Milkshake because of good quality, better availability
with reasonable price range in Coimbatore city.

Since the study have been considered only in Coimbatore city, they results may
varied in other cities as their consumerisation pattern. Researcher observed few
demographic relationship v/s Age, Income, Area, Family with dependence variables.
It has a strong evidence that the copy is performing well the market.