INTRODUCTION

Marketing is a societal process by which individuals and groups obtain what

they need and want through creating, offering and freely exchanging products and
services of value with others. Marketing management is the process of planning and
executing the conception, pricing, promotion and distribution of ideas, goods and
services to create exchanges that satisfy individuals and organizational goals.
CONSUMER BEHAVIOR
Consumer behavior is helpful in understanding the purchase Behavior and
preferences of different consumers. As consumers, we differ in terms of sex, age,
education, occupation, income, family setup, religion, nationally and social status.
Because of this different back ground factors, we have different needs and we only
buy those products and services, which we think, will satisfy our needs. In today’s
world of rapid changing technology, consumer tastes are also characterized by fast
changes. To survive in the market, a firm has to be constantly implementing
innovations and has to understand the latest consumer trends and tastes. Consumer
behavior provides invaluable clues and guidelines to marketers on new technological
frontiers, which they should explore.
A consumer’s decision to purchase a particular product of service is the result
of complex interplay of a number of variables. The starting point of the decision
process is provided by the companies marketing stimuli in the shape of product,
promotion, and price and distribution strategy. Consumers often purchase new
products that are associated with a favorable viewed brand name. This present study is
to identify the level of satisfaction and the behavior of the consumers towards the
Heritage Milk in Tirupati region, which is very essential for the company’s future
changes.
MEANING AND DEFINITION
Consumer behavior is the study of how individual customers, groups or
organizations select, buy, use, and dispose ideas, goods, and services to satisfy their
needs and wants. It refers to the actions of the consumers in the marketplace and the
underlying motives for those actions.
Marketers expect that by understanding what causes the consumers to buy particular
goods and services, they will be able to determine—which products are needed in the
marketplace, which are obsolete, and how best to present the goods to the consumers.

1
The study of consumer behaviour assumes that the consumers are actors in the
marketplace. The perspective of role theory assumes that consumers play various
roles in the marketplace. Starting from the information provider, from the user to the
payer and to the disposer, consumers play these roles in the decision process.
The roles also vary in different consumption situations; for example, a mother plays
the role of an influence in a child’s purchase process, whereas she plays the role of a
disposer for the products consumed by the family.
DEFINITIONS OF CONSUMER BEHAVIOUR
‘Consumer behaviour is the actions and decision processes of people who
purchase goods and services for personal consumption’.
ENGEL, BLACKWELL, AND MANSARD
‘Consumer behaviour is the decision process and physical activity, which
individuals engage in when evaluating, acquiring, using or disposing of goods and
services’.
LOUDEN AND BITTA
Consumer Behavior refers to the buying behavior of ultimate consumers, those
persons who purchase products for personal or household use, not for business
purpose. The job of marketer is to meet and satisfy target customers needs and wants
but “knowing customer" is not a simple task. Understanding the buying behavior of
the target market for its company products is the essential task for the marketing
dep’t. The job of the marketers is to “think customer” and to guide the company into
developing offers, which are meaningful and attractive to target customers and
creating solutions that deliver satisfaction to the customers, profits to customer and
benefits to the stakeholders.
A MODEL OF CONSUMER BEHAVIOR
A consumer’s decision to purchase a particular product of service is the result
of complex interplay of a number of variables. The starting point of the decision
process is provided by the company’s marketing stimuli in the shape of product,
promotion, and price and distribution strategy. Consumers often purchase new
products that are associated with a favorable viewed brand name.
There favorable attitude towards the brand name originally a neutral stimuli,
may be the results of related satisfaction with other products produced by the same
company at the time of receiving the marketing stimuli, the consumer already has a

2
certain mental emotional and psychological background. For instance, you are on
your way to home from office along, tiring day. On the way you see a hording for
cola drink which promises to be cool, refreshing and tasteful.
This hoarding provides you a stimulus to stop at the nearest cool drink shop
and drink which promises to be cool, refreshing and tasteful. This hoarding provides
you a stimulus to stop at the nearest cool drink shop and drink a cola. All three brands
(Thumsup, Coca-Cola, and Pepsi) are available at the shop at a certain price. You can
recall some association with each of three brands from the advertisements you have
seen on TV, cutouts and magazines, hoardings. You buy a particular brand of a cola
and consume it. The initial stimuli for this purchase and consumption were provided
by the hoarding. This was for the backed up by the other stimuli such as product
display in the shop, watching other consumers buy a particular brand, any point of
purchase, promotional material, earlier satisfaction with a given brand etc.
CONSUMERS
A consumer is as individual who buys goods and services for personal and
final consumption.
SATISFACTION
Satisfaction is a person’s feelings of pleasure or disappointment resulting from
comparing a product’s perceived performance [or outcome] In relation to his or her,
experience.
MARKET
A market consists of all the potential consumer sharing particular needs or
wants, which might be willing and able to engage in exchange to satisfy that needs
and wants. In Fact market must be through of not as a geographical meeting place but
as an getting together of buyers and sellers, in person, by mail, telephone of any other
means of communication

3
 INDUSTRY PROFILE
GENERAL INTRODUCTION
The progress of mankind and civilization has, since began, been closely alike
with his diet. Even today the leading nation and nations capable of becoming strong
are those, which can obtain food in abundance for their people.
It has been said that cow is a machine that converts raw materials (plants) into
food in a surprisingly efficient manner. The method by which cattle are managed in
order o produce milk can be accomplished in many ways. In order to be most
successful, dairymen or those contemplating entering the business should carefully
survey to produce under local conditions.
Milk may be defined as the whole, fresh, clean, lacteal secretion obtained by
the complete milking of one or more healthy milk animals. It is an almost ideal good.
Although milk is commonly thought of as a beverage, it is nature’s most nearly
perfect food and contains more actual solids than many so called slid goods,
especially vegetable. Milk is the only food, which is designed by nature solely as
good. It serves as the foundation of an adequate diet. It supplies bodybuilding protein,
bone forming minerals and health giving vitamins and furnishers’ energy giving
lactose and milk fat. All these properties make milk important for pregnant mothers,
growing children, adolescents, adults, invalids, convalescents and patients alike. An
adequate consumption of milk can correct dieting deficiencies for most people to have
strong and healthy bodies. It is a delicious and appetizing good for all ages as well as
being healthful.

CONSTITUTENTS OF MILK PERCENTAGE

Water 87.0
Butterfat 4.0
Casein 2.0
Albumin 0.5
Lactose(Milk sugar) 5.0
Minerals 0.7

Milk constituents are divided into groups, water and solids. The constituents
other than water are called the total solids (TS). The total solids mines the butterfat is

4
termed as the solids-not fat (SNF). All the constituents expect the butterfat are known
as the milk serum. The casein and albumin make up most of the protein of the milk
actually about 0.5% globulin also is present.
The major constituents of milk are water, butterfat, protein, lactose and
minerals. The minor constituents are vitamins, pigments such as carotenes, fat soluble
pigment xanthophylls and water soluble pigment Lactoflavin, Cholesterol,
Phospholipids (lecithin), sterols, enzymes such as lipase, Galactase, diastase etc.,
gases such as carbon dioxide, oxygen and nitrogen and nitrogenous substances such
as uric acid, urea nitrogen and truces of amino acids. The true constituents are milk
fat, casein and lactose.
Milk is absolutely essential for the welfare of human race. The cow has been
rightly called “the foster mother of the human race” and she is found in most of the
civilized countries of the world.
MARKET MILK INDUSTRY IN INDIA AND ABROAD
Although a beginning in organized milk handling was made in India with the
establishment of military dairy farms (oldest Allahabad, 1889), the salient features of
the market industry had been:
1. Handling of milk in Co-operative Milk Unions established all over the country on
a small scale in the early stages.
2. Long distance refrigerated rail-transport or milk from Anand to Bombay since
1945.
3. Pasteurization and bottling of milk on a large scale for organized distribution was
started a Aarey (1950), Worly(1961), Calcutta (Haringhta, 1959), Delhi(1959),
Madras(1963)etc.,
4. Establishment of Milk plants under the five-year pans for Dairy Development all
over India. These were taken up with the dual object of increasing the national
level of milk consumption and ensuring better returns to the primary milk
producer. Their main aim was to produce more, better and cheaper milk.
GROWTH AND DEVELOPMENT OF THE INDUSTRY
Until the year 1940, there was very little published information of the method
of preparation and use of these products. The credit for the first publication on the
subject goes to Dr. W.B. Davies, the first director of Dairy Research, India Dairy
Research Institute (now National), Bangalore. Within the span of three or four

5
decades sine his book appeared, considerable research has been conducted at the
National Dairy Research Institute and other place on indigenous Dairy Products.
In India, there was no progress in the Diary Industry before independence.
Government of India realized the necessity of increasing Milk production and by
products there by availing substantial job opportunities to the urban and rural
Community. The government of India has focused much more attention on Dairy
Development Programmed by allocating more funds on the 4th and 5th Five year plans.
The Government of India during 1970 has launched massive programmed via. Flood
Operation Flood II and I with the help of European Nations and world Production
Programme costing Rs.500 Crores.
The Government of India has undertaken various schemes through
organizations and institutions viz., India Dairy Corporation, India Dairy Development
Board animal husbandry department of all Sates, Private Sectors, Organizations of
milk Producers, Co-operative and Dairy Plants, National Dairy Research Institute.
These programs enable for immediate development in Dairy Activities, Dairy
development in our Country with the helps of and effective marketing system.
A market is one of Principal way of increasing milk production and milk
productivity of Dairy Industry. In addition to the above, marketing helps to the
enhancement of profitability of the enterprise.
OPERATION FLOOD PROGRAMME IN INDIA
In order to build a viable and sustaining National Dairy Industry and Co-
operative lines the NDDB launched a project christened operation Flood mobilized
from the sale of products based on foreign food donations in the form of Skim Milk
Powder and Butter Oil. Operation flood, the lagers development Programme
undertaken in the worked, was initiated closely on the heels of green Revolution in
the Country. Against the back drop of huge surplus of Milk Production in the highly
developed Milk producing Countries in the West and dwindling per capital. Milk
availability at home with its pledge to provide milk to one and all it was considered
the World’s larges Dairy Development Programme. It spurred the Indian Dairy
Industry to launch a “White Revolution”.
The establishment of Milk Producers off co-operative societies to link dairy
Development worth Milk Marketing formed the Central Plant of the Project, which
gave into a vigorous Milk co-operative movement under the basis of NDDK. This was

6
a unique development effort, which was initiated at the grassroots level the villager
and went up to the “Dairy Federation” of a state with its operational effectiveness
ascending at every step.
According to the Agreement signed by World Food Programme (WFP) and
Government of India, the WFP will arrange to supply 1, 26,000 metric tones of butter
oil which the corporation will handle on behalf of the Government. The Projector
aims at the improvement of Milk Marketing in the Organized Sector especially in the
Four Major Cities extended over ten States i.e., Punjab, Haryana, Rajasthan, Utter
Pradesh, Bihar, West Bengal, Tamilnadu, Andhra Pradesh, Maharashtra and Gujarat.
NATIONAL DAIRY DEVELOPMENT BOARD (NDDB)
At the time of inauguration of cattle feed factory at Kanjari in October 1964.
The late Shri Lal Bahadur Shastri, the Prime Minister of India paid an unscheduled
visit to milk production Co-operative society and stayed there overnight. He was
impressed by the Socio-economic changes brought by milk co-operatives in Kaira
District, and desired to have a national Dairy Development Board is the Chief
Executive of the organization who is supported by Professional to carry out Board’s
activities.
ANAND PATTERN DAIRY DEVELOPMENT
The formation of Anand Pattern of milk co-operatives was landed with the
organization of the Kaira District Co-operatives Milk Production. Milk Producers
themselves control procurement processing and marketing.
KAIRA DISTRICT CO-OPERATIVE MILK PRODUCERS UNION
LIMITED (AMUL)
Amul symbolizes the successful struggle if Kaira District Farmers to earn a
fair price for their products. It reached its climax in 1945. The Milk was then
collected by a Private Trader Mr. Pestonji Edurji person through contractors for
Bombay Milk Scheme. Every Milk producer can become a member of co0operative
Society. As a general meeting of members, representatives are selected to form a
managing committee, which Manager the day affaires to milk collection and its
testing concept, sold cattle feed. Each society also provides Artificial Insemination
(AI) services and veterinary first aid.

7
DAIRY INDUSTRY IN ANDHRA PRADESH
The main occupation in Andhra Pradesh is cultivation. The villages reflect the
socio-economic development, moral and cultural values of human race Dairy stands
as the back bone of Agriculture and at the same time it maintains important role for
stability of rural economic conditions and helps to maintain nation’s health by
supplying sweet milk. It provides not only health but also income to milk producers.
SELF SUFFICIENCY
In Andhra Pradesh the pilot milk scheme brought revolutionary change in
Dairy Development and the economic development. The programme of “Operation
Flood” created milk revolution and laid new hopes for eradication of poverty and
unemployment. Now, the Dairy Industry is equipped with Modern Technical know
how and is on a position to face any challenge of future milk demands under co-
operative sector several steps are taken to provide milk collecting centers in every
nook and corner of the state of increase the production capacity of the milk yielding
animals the help of programme of modern technical methods for achieving self-
sufficiency in milk production.

DAIRY DEVELOPMENT
In 1960 a pilot milk supply scheme was started in our started in our state for
the Dairy Development. It initial milk collection capacity was 100 liters a day at the
time of starting. Now, its dairy milk collecting increased 10 lakh liters per day. It is
acting as a liaison between milk producers of villages and consumers of the milk
providing reasonable price to the producers to maintain stable market.

PACKAGING TECHNOLOGY
Milk was initially sold door-to-door by the local milk man. When the dairy co-
operatives initially started marketing branded milk, it was sold in glass bottles sealed
with foil. Over the years, several developments in packaging media have taken place.
In the early 80’s plastic pouches replaced the bottles. Plastic pouches made
transportation and storage very convenient, besides reducing costs. Milk packed in
plastic pouches/bottles have a shelf life of just 1-2 days, that too only if refrigerated.
In 1996, Tetra packs were introduced in India. Tetra packs are aseptic laminate packs
made of aluminum, paper, board and plastic. Milk stored in tetra packs and treated
under Ultra High temperature (UHT) technique can be stored for four months without

8
refrigeration. Most of the dairy co-operatives in Andhra Pradesh, Tamil Nadu, Punjab
and Rajasthan sell milk in tetra packs. However tetra packed milk is costlier by Rs.5-7
compared to plastic pouches,. In 1999-00 Nestle launched its UHT milk market is
expected to grow at range of more than 10-12% in coming years.

CHANGING PATTERN OF THE INDUSTRY

The demand for milk and milk products in the country is on the rise. The
increase in purchasing power and pace of urbanization is leading to a change in the
lifestyle and consumption habits of the households. The current trends indicate that
44% of the total population will definitely lead to an increase in consumption of dairy
products.
The domestic market for butter and ghee is growing at a healthy rate of over
10% per annum but the same may not be true in case of an international market. The
production and export of butter has witnessed a major decline in some of the
developed countries. The situation is now alarming to the industries which are having
international market for this product. These companies definitely have to think about
other potential products that are gaining steady growth all over the world.
STRATEGIES TO BOOST INDIAN DAIRY PRODUCTS
GLOBALLY
 Improve the quality of the products.
 Value addition into widely accepted products.
 Improving productivity and improving the cost of production.
 Building brands.
 Public relations and stick measures to avoid misinformation, viz.
 To maintain lead in milk production.
 Research and development.
 Utilization of desirable constituents from the waste rather than
draining.

9
 COMPANY PROFILE
Heritage foods India limited (HFIL) was incorporated under the companies
Act 1956 as public limited companies 5 th June 1992. The promoters have long and
varied experience in administration as well as management of business.
HFIL entered the capital market on 17 th November 1994 with an issue of 65,
00,000 equity share of Rs.10/- each for cash at par to the India investing public. The
Issue was over – subscribed by about 54 times, an indication of the rich confidence of
the promoter who enjoy with the investing in community.
The public issue aggregating to Rs.65 million was intended to part-finance the
company’s integrated dairy product costing a total of Rs.147.50 millions, which has
been fully implemented.
HFIL is currently in the business of procuring milk from dairy farmers,
chilling, pasturing and packaging the same for marketing to consumers in the
metropolitan city of Chennai and other cities are Bangalore, Hyderabad and
Visakhapatnam in South India. The company has already established 3 more centers
in North Arcot district of Tamilnadu. A process plant is also being established at
Bangalore city which is one of the biggest markets for liquid milk.
The market share of Heritage Foods India Limited is cow ghee 30% in
Tamilnadu. 5% in Andhra Pradesh and 15% in Kerala nil percentage in Karnataka. In
case of Milk 30% share in Chennai from private dairy and 10% market share having
from corporation.
The company Managing Director is Mrs. N.Bhuvaneswari. It is having mainly
6 branch offices and 14 sub-plants. The Head office of HFIL is at Hyderabad (AP).

THE FOUNDER
Sri NARA CHANDRA BABU NAIDU, Heritage Foods (India) Limited, India,
Sri Chandra Babu Naidu is one of the greatest Dynamic, Pragmatic, Progressive
and Visionary Leaders of the 21st Century.
With an objective of "Bringing prosperity into the rural families through co-
operative efforts", he along with a few like minded, friends and associates promoted
"Heritage Foods" in the year 1992 taking opportunity from the Industrial Policy, 1991
of Government of India and he has been successful in his endeavour. At present,
Heritage has market presence in the states of Andhra Pradesh, Karnataka, Kerala,

10
Tamil Nadu and Maharastra. More than three thousand villages and three lakh farmers
are being benefited in these states. On the other side, Heritage is serving millions of
customers needs, employing more than 3500 employees and generating indirect
employment opportunities to more than 10000 people. Beginning with a humble
annual turnover of Rs.4.38 crores in 1993-94, the sales turnover has reached close to
Rs.350 crores during the financial year 2006-2007.
MISSION & VISION
MISSION
Bringing prosperity into rural families of India through co-operative efforts
and providing customers with hygienic, affordable and convenient supply of “Fresh
and Healthy " food products.
VISION
 To be a progressive billion dollar organization with a pan India foot print by
2012. To achieve this by delighting customers with "Fresh and Healthy" food
products, those are a benchmark for quality in the industry. We are committed to
enhanced prosperity and the empowerment of the farming community through our
unique "Relationship Farming" Model. To be a preferred employer by nurturing
entrepreneurship, managing career aspirations and providing innovative avenues for
enhanced employee prosperity
THE BEGINNING
Beginning with a humble annual turnover of just Rs.4.38 crores in 1993-94,
the sales turnover has crossed Rs.346.33 crores during the financial year 2006-2007.
Taking off with its flagship processing plant at Chittoor, Andhra Pradesh in April
1993, Heritage spread its wings during the years hence.
To raise resources, Heritage went public in November 1994. This Public issue
was oversubscribed 54 times a moving testimony to the level of confidence the
investing public reposed in the promoters and in the management of the venture.
Under the able guidance of eminent people like Sri D Seetharamiah, Dr N R
Sivaswamy, Dr A Appa Rao, Sri N P Ramakrishna, Smt N Bjuvaneswari and Dr V
Nagaraja Naidu, the Directors, Heritage continued to embark on its ambitious phase
of expansion.

11
 The directors with their varied & extensive and experience in the fields of
Agriculture, Industry and Finance and their intimate understanding of the rural
socioeconomic scenario have been able to strengthen the systems and strategies of
Heritage, which contributed to the current status of Heritage as a leading player in
South India.
HFIL entered the capital market on 17th November1994 with an issue of 65,
00,000 equity share of Rs.10/- each at par to the India investing public. The Issue was
over-subscribed by about 54 times, an indication of the rich confidence of the
promoter who enjoy with the investing in community.
EXCELLENCE IN QUALITY
QUALITY POLICY
We are committed to achieve customer satisfaction through hygienically
processed and packed Milk and Milk Products. We strive to continually improve the
quality of our products and services through up gradation of technologies and
systems.
Heritage's soul has always been imbibed with an unwritten perpetual
commitment to itself, to always produce and provide quality products with continuous
efforts to improve the process and environment.
Adhering to its moral commitment and its continuous drive to achieve
excellence in quality of Milk, Milk products & Systems, Heritage has always been
laying emphasis on not only reviewing & re-defining quality standards, but also in
implementing them successfully. All activities of Processing, Quality control,
Purchase, Stores, Marketing and Training have been documented with detailed quality
plans in each of the departments.
Today Heritage feels that the ISO certificate is not only an epitome of
achieved targets, but also a scale to identify & reckon, what is yet to be achieved on a
continuous basis.
Though, it is a beginning, Heritage has initiated the process of standardizing
and adopting similar quality systems at most of its other plants.

12
BOARD OF DIRECTORS
CA D Seetharamaiah, Non Executive Independent Chairman
Smt N Bhuvaneswari, Vice Chairman & Managing Director
Sri N P Ramakrishna, Independent Director
Dr N R Sivaswamy, Independent Director
Dr A Appa Rao, Independent Director
Dr V Nagaraja Naidu, Director
COMPANY LOCATIONS
CORPORATE AND RED. OFFICE: Punjaguta, Hyderabad

MAIN DAIRY PLANT: Tirupathi (Chandragiri)

PROCUREMENTS AND PROCESSING CENTERS
 Atmakur
 Brahmanapalli
 Barsi
 Bapatla
 Kandukuru
 Kalluru
 Madanapally
 Madhira
 Muppavaram
 Piler
 Salthamagulure
 Tiruvannamalai(TN)
 Uthangarai(TN)

PROCUREMENT PROCESSING AND PACKING STATIONS

 Bangalore(KN)
 Bayyavaram(AP)
 Chittoor(AP)
 Narketpalle(AP)
 Santhipuram(AP)

13
  Battiprolu(AP)

PRODUCT PROFILE
Heritage Milk a naturally nutritive, rich, fresh, wholesome food par
excellence which self-contained protective food characteristic. Hygienically procured,
pasteurized and poly packed under PEA standards, Heritage milk is a complete food
for any age be it children Teenages, adults, expecting mother as older citizens, rich
with just about all essential nutrients.
Heritage Milk is full of strength building calcium and phosphorus, and the
essential life giving vitamins. The milk products of heritage dairy.
The milk products of dairy are as follows;
 Ghee
 Skimmed milk powder
 Butter milk
 Curd
 Toned milk
 Double toned milk
 Whole milk
MARKETING OF MILK AND IT’S BY PRODUCTS
One of the most crucial links in the marketing of milk and products is that it is
highly perishable commodity. It cannot be stored in its original state for more than
four hours and therefore drilling and packing is required for increasing its keeping
quality. Further it is chemical saving gat solids and also essentially proteins minerals
vitamins and water ans its main ingredients; therefore it can be suitably converted into
butter, ghee and milk powder and reconverted into milk, when required. Thus these
things will be kept in main while planning effective marketing linkage.
MILK
Heritage Milk…naturally nutritive, rich, fresh, wholesome food par excellence
with self contained protective food characteristics. Hygienically procured, pasteurized
and poly packed under PFA standards, Heritage Milk is a complete food for any age,
be it children, teenagers, adults, expecting mothers or older citizens. Rich with just
about all essential nutrients… Heritage Milk is full with strength building protein,

14
energy giving carbohydrates &fats, bone & teeth building calcium & phosphorus and
the essential life giving vitamins.

CURD
Aroma, freshness ‘n’ purity kept intact!!
Robotics natural Dairy Food Preparation from double toned milk:
A new generation health promoting food with improved nutritional benefits
due to the presence of viable eitidobacterium tactics & lactobacillus acidophilus.
GHEE
Agmark special grade Heritage Ghee is pure clarified fat made from fresh
cream, with no colors or preservatives, tantalizing the human senses with its
envigoring taste, fragrant aroma, rich texture. And vitamins A, D, E and K as bonus.
BUTTER MILK
Aroma, freshness ‘n’ purity kept intact!!
High quality butter milk with natural taste.
FLAVORED MILK
Nutritional Information
200ml Contains Approx
Fat : 3.0g
Proteins : 6.6g
Carbohydrates : 26.0g
Minerals : 1.5g
Energy : 157k.cal

SKIM MILK POWDER

Heritage Skim milk Powder is a low fat & calorie, high protein spray dried
milk powder made from fresh skimmed milk that instantly dissolves in lukewarm
water, And tastes just like milk!! With clean, rich, sweet and very pleasant natural
milk flavor, it flows fine and smooth and is homogeneous in texture.

15
MILK

FLAVORED MILK

BUTTER MILK

16
CUP CURD

TOTAL HERITAGE PRODUCTS

17
 REVIEW OF LITERATURE
CONSUMER BEHAVIOR
Consumer behavior is helpful in understanding the purchase Behavior and
preferences of different consumers. As consumers, we differ in terms of sex, age,
education, occupation, income, family setup, religion, nationally and social status.
Because of this different back ground factors, we have different needs and we only
buy those products and services, which we think, will satisfy our needs. In today’s
world of rapid changing technology, consumer tastes are also characterized by fast
changes. To survive in the market, a firm has to be constantly implementing
innovations and has to understand the latest consumer trends and tastes. Consumer
behavior provides invaluable clues and guidelines to marketers on new technological
frontiers, which they should explore.
A consumer’s decision to purchase a particular product of service is the result
of complex interplay of a number of variables. The starting point of the decision
process is provided by the companies marketing stimuli in the shape of product,
promotion, and price and distribution strategy. Consumers often purchase new
products that are associated with a favorable viewed brand name. This present study is
to identify the level of satisfaction and the behavior of the consumers towards the
Heritage Milk in Tirupati region, which is very essential for the company’s future
changes.
MEANING AND DEFINITION
Consumer behavior is the study of how individual customers, groups or
organizations select, buy, use, and dispose ideas, goods, and services to satisfy their

18
needs and wants. It refers to the actions of the consumers in the marketplace and the
underlying motives for those actions.
Marketers expect that by understanding what causes the consumers to buy particular
goods and services, they will be able to determine—which products are needed in the
marketplace, which are obsolete, and how best to present the goods to the consumers.
The study of consumer behaviour assumes that the consumers are actors in the
marketplace. The perspective of role theory assumes that consumers play various
roles in the marketplace. Starting from the information provider, from the user to the
payer and to the disposer, consumers play these roles in the decision process.
The roles also vary in different consumption situations; for example, a mother plays
the role of an influence in a child’s purchase process, whereas she plays the role of a
disposer for the products consumed by the family.
DEFINITIONS OF CONSUMER BEHAVIOUR
‘Consumer behaviour is the actions and decision processes of people who
purchase goods and services for personal consumption’.
ENGEL, BLACKWELL, AND MANSARD
‘Consumer behaviour is the decision process and physical activity, which
individuals engage in when evaluating, acquiring, using or disposing of goods and
services’.
LOUDEN AND BITTA
Consumer Behavior refers to the buying behavior of ultimate consumers, those
persons who purchase products for personal or household use, not for business
purpose. The job of marketer is to meet and satisfy target customers needs and wants
but “knowing customer" is not a simple task. Understanding the buying behavior of
the target market for its company products is the essential task for the marketing
dep’t. The job of the marketers is to “think customer” and to guide the company into
developing offers, which are meaningful and attractive to target customers and
creating solutions that deliver satisfaction to the customers, profits to customer and
benefits to the stakeholders.
A MODEL OF CONSUMER BEHAVIOR
A consumer’s decision to purchase a particular product of service is the result
of complex interplay of a number of variables. The starting point of the decision
process is provided by the company’s marketing stimuli in the shape of product,

19
promotion, and price and distribution strategy. Consumers often purchase new
products that are associated with a favorable viewed brand name.
There favorable attitude towards the brand name originally a neutral stimuli,
may be the results of related satisfaction with other products produced by the same
company at the time of receiving the marketing stimuli, the consumer already has a
certain mental emotional and psychological background. For instance, you are on
your way to home from office along, tiring day. On the way you see a hording for
cola drink which promises to be cool, refreshing and tasteful.
This hoarding provides you a stimulus to stop at the nearest cool drink shop
and drink which promises to be cool, refreshing and tasteful. This hoarding provides
you a stimulus to stop at the nearest cool drink shop and drink a cola. All three brands
(Thumsup, Coca-Cola, and Pepsi) are available at the shop at a certain price. You can
recall some association with each of three brands from the advertisements you have
seen on TV, cutouts and magazines, hoardings. You buy a particular brand of a cola
and consume it. The initial stimuli for this purchase and consumption were provided
by the hoarding. This was for the backed up by the other stimuli such as product
display in the shop, watching other consumers buy a particular brand, any point of
purchase, promotional material, earlier satisfaction with a given brand etc.
CONSUMERS
A consumer is as individual who buys goods and services for personal and
final consumption.
SATISFACTION
Satisfaction is a person’s feelings of pleasure or disappointment resulting from
comparing a product’s perceived performance [or outcome] In relation to his or her,
experience.
MARKET
A market consists of all the potential consumer sharing particular needs or
wants, who might be willing and able to engage in exchange to satisfy that needs and
wants. In Fact market must be through of not as a geographical meeting place but as
an getting together of buyers and sellers, in person, by mail, telephone of any other
means of communication
BRAND

20
 A brand is a name, term, sign, symbol or design or a combination of these
which is intended to identify the goods or service of one seller or a group of Sheller
and to differentiate them from the competitors.
CONSUMER PERCEPTION
The process by which an individual select organizes and interprets stimuli into
a meaningful and coherent picture of the world. It can be described as “How we see
the world around us. Two individuals may be exposed to be same stimuli under the
same apparent conditions, but how each person based on each person own needs,
value and expectation.

MARKETING MIX
It is the elements on organization controls that can be used to satisfy or
communicate with customers. The traditional marketing mix is composed of four P’s:
price, place and promotion. The notice of mix implies that all of the variables are
interrelated and depend on each other to some extent.
QUALITY
The quality of product or service is a customer’s perception of the degree to
which the product or service meets his or expectation Quality Stands for,
Q = Quest for Excellence.
U = Understanding customer needs
A = Action to achieve customer appreciation.
L = Leadership determination to be leader
I = Involving all people
T = Term spirit to work for a common goal and
Y = Yardstick to measure progress.
CONSUMER AWARENESS
Is the knowledge of the consumer about the existence product in the market.
BRAND LOYALTY
Brand loyalty is a toxin of much concern to all marketers. Every company
seeks to have a steady group of unwavering customer for its product or service.
Because research suggests that an increase in market share is relates to improve brand
loyalty, marketers are understandably concern with this element.

21
MARKETING
Marketing is a societal process by which individuals and groups obtain what
they need and want through creating, offering and freely exchanging products and
services of value with others.
MARKETING MANAGEMENT
Marketing management is the process of planning and executing the
conception, pricing, promotion and distribution of ideas, goods and services to create
exchanges that satisfy individuals and organizational goals.

PRODUCT
Product is the firm's tangible offer to the market, which includes the product
quality, design, features, branding and packaging.
Price is the amount of money the customers have to pay to obtain the product.
Price makes the product of the company available to target
customers.
PROMOTION
Promotion includes all the activities of the company undertake to
communicate and promote its product to the target market. It consists of advertising,
sales promotion, public relation etc.
BRAND
Brand is the name, term, sign, symbol of design or a combination of there
intended to identify the goods and services of one seller or group of seller and to
differentiate them from those of competitors.
BRAND IMAGE
It is nothing but the set of benefits consumers hold about a particular brand.
ADVERTISING
Any paid form of non-personal presentation and promotion of ideas, goods or
services by an identified sponsor.
MARKET DEMAND
Market demand for a product is the total volume that would be bought by a
defined customer group in a defined geographical area in a defined time period in a
defined marketing environment under a defined marketing program.

22
MARKET POTENTIAL
The market forecast shows expected market demand, not maximum market
demand. For the latter, we have to visualize the level of market demand resulting from
a very high level of industry marketing expenditure, where further increases in
marketing effort would have little effect in stimulating further demand. Market
potential is the limit approached by market demand as industry marketing
expenditures approach infinity for a given marketing environment.

COMPANY DEMAND
It is the company's estimated share of market demand at alternative levels of
company marketing effort in a given time period. The company's share of market
demand depends on how its products, services, prices, communications, and so on are
perceived relative to the competitors.
COMPANY SALES FORECAST
It is the expected level of company sales based on a chosen marketing plan
and an assumed marketing environment.
COMPANY SALES POTENTIAL
Company sales potential is the sales limit approached by company demand as
company-marketing effort increases relative to that of competitors.
Marketing executives want to estimate total market potential, area market
potential, and total industry sales and market shares.
TOTAL MARKET POTENTIAL
It is the maximum amount of sales that might be available to all the forms in
an industry during a given period, under a given level of industry marketing effort and
environmental conditions.
AREA MARKET POTENTIAL
Companies face the problem of selecting the best territories and allocating
their marketing budget optimally among these territories. Therefore, they need to
estimate the market potential of different cities, states and nations.
CONSUMER BEHAVIOR

23
 Consumer behavior is helpful in understanding the purchase Behavior and
preferences of different consumers. As consumers, we differ in terms of sex, age,
education, occupation, income, family setup, religion, nationally and social status.
Because of this different back ground factors, we have different needs and we only
buy those products and services, which we think, will satisfy our needs. In today’s
world of rapid changing technology, consumer tastes are also characterized by fast
changes. To survive in the market, a firm has to be constantly innovating and
understand the latest consumer trends and tastes. Consumer behavior provides
invaluable clues and guidelines to marketers on new technological frontiers, which
they should explore.
A MODEL OF CONSUMER BEHAVIOR
A consumer’s decision to purchase a particular product of service is the result
of complex interplay of a number of variables. The starting point of the decision
process is provided by the companies marketing stimuli in the shape of product,
promotion, price and distribution strategy. Consumers often purchase new products
that are associated with a favorable viewed brand name.
There favorable attitude towards the brand name originally a neutral stimuli,
may be the results of related satisfaction with other products produced by the same
company at the time of receiving the marketing stimuli, the consumer already has a
certain mental emotional and psychological background. For instance, you are on
your way to home from office along, tiring day. On the way you see a hording for
cola drink which promises to be cool, refreshing and tasteful.
This hoarding provides you a stimulus to stop at the nearest cool drink shop
and drink which promises to be cool, refreshing and tasteful. This hoarding provides
you a stimulus to stop at the nearest cool drink shop and drink a cola. All three brands
(Thumsup, Coca-Cola, Pepsi) are available at the shop at a certain price. You can
recall some association with each of three brands from the advertisements you have
seen on TV, cutouts and magazines, hoardings. You buy a particular brand of a cola
and consume it. The initial stimuli for this purchase and consumption were provided
by the hoarding. This was for the backed up by the other stimuli such as product
display in the shop, watching other consumers buy a particular brand, any point of
purchase, promotional material, earlier satisfaction with a given brand etc.
CONSUMER AND CUSTOMER

24
 A consumer is anyone who typically engages in any one or all of the activities
mentioned in the definition. Traditionally, consumers have been defined very strictly
in terms of economic goods and services wherein a monetary exchange is involved.
This concept, over a period of time, has been broadened. Some scholars also include
goods and services where a monetary transaction is not involved and thus the users of
the services of voluntary organisations are also thought of as consumers. This means
that organisations such as UNICEF, CRY, or political groups can view their public as
“consumers.” The term consumer is used for both personal consumers and
organisational consumers and represents two different kinds of consuming entities.
The personal consumer buys goods and services for her or his personal use (such as
cigarettes or haircut), or for household consumption (such as sugar, furniture,
telephone service etc.), or for just one member of the family (such as a pair of shoes
for the son), or a birthday present for a friend (such as a pen set). In all these
instances, the goods are bought for final use, referred as “end users’ or “ultimate
consumers.” The other category of consumer is the organisational consumer, which
includes profit arid not-for-profit organisations. Government agencies and institutions
(such as local or state government, schools, hospitals etc.) buy products, equipment
and services required for running these organisations. Manufacturing firms buy raw
materials to produce and sell their own goods. They buy advertising services to
communicate with their customers. Similarly, advertising service companies buy
equipment to provide services they sell. Government agencies buy office products
needed for everyday operations. The focus of this book is on studying behaviours of
individual consumers, groups and organisations who buy products, services, ideas, or
experiences etc. for personal, household, or organisational use to satisfy their needs.
Anyone who regularly makes purchases from a store or a company is termed as
“customer” of that store or the company.
DEVELOPMENT OF CONSUMER BEHAVIOUR FIELD
For a variety of reasons, the study of consumer behaviour has developed as an
important and separate branch in marketing discipline. Scholars of marketing had
observed that consumers did not always behave as suggested by economic theory. The
size of the consumer market in all the developed and rapidly developing economies of
the world was extensive. A huge population of consumers was spending large sums of
money on goods and services. Besides this, consumer preferences were shifting and

25
becoming highly diversified. Even in case of industrial markets, where the need for
goods and services is generally more homogenous, buyers’ preferences were
becoming diversified and they too were exhibiting less predictable purchase
behaviour. Marketing researchers involved in studying the buying behaviour of
consumers soon appreciated the fact that though there were many similarities,
consumers were not all alike. There were those who used products currently in vogue
while many consumers did not like using “me too” types of products and showed a
preference for highly differentiated products that they felt met their special needs and
reflected their personalities and lifestyles.
These findings led to the development of market segmentation concept, which
required dividing the total heterogeneous but potential market into relatively smaller
homogenous groups or segments for which they could design a specific marketing
mix. They also used positioning techniques and developed promotional programmes
to vary the image of their products, so that they were perceived as a better means to
satisfying the specific needs of certain segments of consumers. Other important
factors that contributed to the development of consumer behaviour as a marketing
discipline include shorter product life cycles, increased environmental concerns,
interest in consumer protection, growth of services marketing, opening up of
international markets and the development of computers and sophisticated techniques
of statistical analysis.
DISCIPLINES INVOLVED IN THE STUDY OF CONSUMER BEHAVIOUR
Consumer behaviour was a relatively new field of study during the second half of the
1960s without a history or research of its own. It is in fact a subset of human
behaviour and it is often difficult to draw a distinct line between consumer-related
behaviour and other aspects of human behaviour. The discipline of consumer
behaviour has borrowed heavily from concepts developed in other disciplines of study
such as psychology, sociology, social psychology, cultural anthropology and
economics.
Psychology is the study of the individual, which includes motivation, perception,
attitudes, personality and learning theories. All these factors are critical to an
understanding of consumer behaviour and help us to comprehend consumption related
needs of individuals, their actions and responses to different promotional messages
and products and the way their experiences and personality characteristics influence
product choices.
26
Sociology is the study of groups. When individuals form groups, their actions are
sometimes quite different from the actions of those very individuals when they are
operating alone. The influences of group memberships, family and social class oh
consumer behaviour are important” for the study of consumer behaviour.
Social psychology is a combination of sociology and psychology and studies how an
individual operates in a group. It also studies how those whose opinions they respect
such as peers, reference groups, their families and opinion leaders influence
individuals in their consumption behaviour.

Cultural anthropology is the study of human beings in society. It explores the

development of core beliefs, values and customs that individuals inherit from their
parents and grandparents, which influence their purchase and consumption behaviour.
It also studies sub-cultures and helps compare consumers of different nationalities and
cultures.
Economics: An important aspect of the study of economics is the study of how
consumers spend their funds, how they evaluate alternatives and how they make
decisions to get maximum satisfaction from their purchases. Despite the fact’ that
consumer behaviour as a field of study is relatively of recent origin, it has grown
enormously, has become a full-blown discipline of its own and is used in the study of
most programmes of marketing study.
The marketing concept was accepted and adopted by a large number of
companies in the developed countries, particularly the United States and this provided
an impetus to study the consumer behaviour. Companies had to engage in extensive
marketing research to identify unsatisfied consumer needs. In this process, marketers
learnt that consumers were highly complex as individuals and had very different
psychological and social needs, quite apart from their survival needs. They also
discovered that needs and priorities of different consumer segments differed
significantly. They realised that to design products and develop suitable marketing
strategies that would satisfy consumer needs, they had to first study consumers and
the consumption related behaviour in depth. In this manner, market segmentation and
marketing concept paved the way for the application of consumer behaviour
principles to marketing strategy.
CONSUMER BEHAVIOUR APPLICATIONS IN MARKETING

27
Consumer behaviour principles are applied in many areas of marketing as discussed
below:
Analysing market opportunity: Consumer behaviour study helps in identifying the
unfulfilled needs and wants of consumers. This requires examining the trends and
conditions operating in the marketplace, consumers’ lifestyles, income levels and
emerging influences. This may reveal unsatisfied needs and wants. The trend towards
increasing number of dual income households and greater emphasis on convenience
and leisure have led to emerging needs for household gadgets such as washing
machine, mixer grinder, vacuum cleaner and childcare centres etc. Mosquito
repellents have been marketed in response to a genuine and unfulfilled consumer
need.
Selecting target market: A review of market opportunities often helps in identifying
distinct consumer segments with very distinct and unique wants and needs.
Identifying these groups, learning how they behave and how they make purchase
decisions enables the marketer to design and market products or services particularly
suited to their wants and needs. For example, consumer studies revealed that many
existing and potential shampoo users did not want to buy shampoo packs priced at Rs.
60 or more and would rather prefer a low-priced sachet containing enough quantity
for one or two washes. This finding led companies to introduce the shampoo sachet,
which became a good seller.
In case of consumer durables market in India marketers are targeting the higher
income class with special features in the equipments as well as longer warranty period
and of course world class quality. In case of semi urban and rural areas consumers
who prefer the basic offerings or slightly modern version of the product are targeted.
MARKETING - MIX DECISIONS
Once unsatisfied needs and wants are identified, the marketer has to determine the
right mix of product, price, distribution and promotion. Here too, consumer behaviour
study is very helpful in finding answers too many perplexing questions.
Product: The marketer designs the product or service that would satisfy unfulfilled
needs or wants. Further decisions regarding the product concern the size, shape and
features. The marketer also has to decide about packaging, important aspects of
service, warranties and accessories etc. Nestle first introduced Maggi noodles in
masala and capsicum flavours. Subsequently, keeping in view the consumer

28
preferences in some regions, the company introduced garlic, Sambar, Mixed
Vegetables, Dal Atta Noodles, etc.

NEED FOR THE STUDY

Consumer behavior is helpful in understanding the purchase Behavior and

preferences of different consumers. As consumers, we differ in terms of sex, age,
education, occupation, income, family setup, religion, nationally and social status.
Because of this different back ground factors, we have different needs and we only
buy those products and services, which we think, will satisfy our needs. In today’s
world of rapid changing technology, consumer tastes are also characterized by fast
changes. To survive in the market, a firm has to be constantly innovating and
understand the latest consumer trends and tastes. Consumer behavior provides
invaluable clues and guidelines to marketers on new technological frontiers, which
they should explore.
The changes in the buying behaviors had made a need for the present study as
HERITAGE FOODS LTD. is always wants to improve its standards, so that it
becomes the market leader. It had become essential to understand the current market
trends and the perception of consumer regarding the products which will pave a way
for bench mark. Hence this created the need for the present study.

29
 OBJECTIVES OF THE STUDY

1. To measure the degree of Consumer awareness towards HERITAGE MILK in

CHANDRAGIRI.
2. To find out the satisfaction level of consumers with respect to HERITAGE MILK
attributes.
3. To analyze factors that determines consumer’s choice while purchasing branded
milk.
4. To know customers opinion on quality, price, packing of HERITAGE MILK
compare to other brands.
5. To suggest the necessary modifications for its better improvement.
6. To offer suggestions in order to increase the satisfaction level of customers.

30
 SCOPE OF THE STUDY
A consumer’s decision to purchase a particular product of service is the result
of complex interplay of a number of variables. This study reveals the Consumer
buying Behavior towards the Heritage Milk. It covers the level of satisfaction of the
consumers towards different varieties of the Milk and the Packaging, Branding, and
Quality of the product.
The present study is concentrated on the Chandragiri Region and focus on the
Consumer buying behavior, and the level of satisfaction of different attributes of the
Company.

31
 LIMITATIONS OF THE STUDY

 Consumers are not interested in answering to the questionnaire as they were

very busy with their daily schedule.
 A sample size of about 100 samples were taken in this project for the sample
based on this samples only we can’t estimate the behavior of different
consumers.
 The study is conducted in Chandragiri and its surroundings only.
 The limited time, that is only one month, it not sufficient to collect sufficient
data.
 The project was completed in 2 months. So time was the major constraint.

32
 RESEARCH METHODOLOGY

SURVEY APPROACH
The questionnaires were administered through direct contact with respondents.
DATA SOURCES
PRIMARY DATA
This consists of original information gathered for specific purposes. The
normal procedure is to interview the people individually and or in group, to get the
required data.
SECONDARY DATA
This consists of original information that already exists somewhere, either in
some annual records or magazines etc, having been collected for another purpose.
Here the researcher has both primary and secondary data.
SAMPLING DESIGN
Sample size : 160
Sample Procedure : Convenience Sampling
Sample Tool : Percentage Analysis
Research Instrument : Structured Questionnaire

SAMPLING PLAN
SAMPLING UNIT
Respondents have been selected from the different areas of Tirupati Region.
SAMPLING PROCEDURE

33
 The sampling method used was convenient sampling; this sampling method
was because of lack of time and lack of through knowledge about universe. The
sampling unit mostly selected from the customers. The sample size was fixed to ‘160’
respondents; the sampling procedure is response from.
PERCENTAGE ANALYSIS
In research various percentages are identified in the Analysis and they are
presented pictorially by way of Bar Diagrams and Pie Charts in order to have a better
quality.

DATA ANALYSIS & INTERPRETATION

TABLE – 1
1. SIZE OF THE FAMILY TO CONSUMERS PURCHASING
MILK

Size of the Family Number of Respondents Percentage (%)

2 Persons 20 18.75
3 Persons 25 28.12
4 Persons 50 37.05
Above 4 Persons 15 15.62
Total 100 100

CHART - 1

NO. OF RESPONDENTS

40 37.05
35

30 28.12

25
18.75
20 Percentage
15.62
15

10

0
2 Persons 3 Persons 4 Persons Above 4 Persons

34
INTERPRETATION
The above table indicates 37.5% of the respondent’s family size is 4 persons,
28.12% of the respondent’s family size is 3 persons, 15.62% of the family size is
above 4 persons and remaining 18.75% of the respondent’s family size was 2 persons.

TABLE – 2

2. CONSUMER PREFERENCE TOWARDS VARIOUS MILK

Type of Milk Number of Respondents Percentage (%)

Cow’s milk 10 18.75
Buffalo’s milk 30 25
Packed milk 60 56.25
Total 100 100

CHART - 2

RESPONDENTS

60 56.25

50

40

30 25 Percentage (%)

18.75
20

10

0
Cow’s milk Buffalo’s milk Packed milk

INTERPRETATION

35
 The above table indicates 56.25% the respondents prefers packed milk, 25%
of them prefer buffalo’s milk and remaining 18.75% of the respondents prefer cow’s
milk.

TABLE – 3

3. CONSUMERS PREFERENCE TOWARDS QUANTITY OF

MILK

Pack Size Number of Respondents Percentage (%)

200ml 20 16
500ml 70 64
1 liter 10 20
Total 160 100

CHART - 3

RESPONDENTS

70 64

60

50

40
Percentage (%)
30
20
20 16

10

0
200ml 500ml 1 liter

INTERPRETATION

36
 The above tabulation indicates that 64% of the respondents prefer 500ml
packets, 20% of them prefer 1-liter packets and remaining 16% of the respondents
prefer 200ml pack size.

TABLE – 4

4. RESPONDENTS BRAND AWARENESS TOWARDS

HERITAGE MILK

Awareness Number of Respondents Percentage (%)

Yes 70 69
No 30 31
Total 100 100

CHART - 4

RESPONDENTS

80
69
70

60

50

40 Percentage (%)
31
30

20

10

0
Yes No

INTERPRETATION

37
 The above table indicates that 69% of the respondents are yes 31% are no of
Heritage milk.

TABLE – 5

5. CONSUMER PREFERENCE TOWARDS

BRANDED PACKED MILK
Brand Number of Respondents Percentage (%)
Heritage 60 50
Tirumala 10 12
Balaji 10 14
Sangam 10 17
Others 10 7
Total 100 100

CHART – 5

RESPONDENTS

60
50
50

40

30 Percentage (%)

20 17
14
12
10 7

0
Heritage Tirumala Balaji Sangam Others

INTERPRETATION

38
 The above tabulation indicates that 50% of the respondents prefer heritage
milk. 17% of the respondents prefer other brands 33%.

TABLE – 6

6. CONSUMERS USAGE TOWARDS VARIOUS MILK

PRODUCTS AT HERITAGE MILK

Year of Experience Number of Respondents Percentage (%)

Below 6 months 20 18
6 months to 1 years 21 28
1-2 years 49 31
More than 2 years 10 23
Total 100 100

CHART – 6

RESPONDENTS

35
31
30 28

25 23

20 18
Percentage (%)
15

10

0
Below 6 months 6 months to 1 years 1-2 years More than 2 years

INTERPRETATION
The above table indicates that 31% of the respondents purchasing from the
period of 1-2 years, 28%respondents purchasing from the period of one to 6 months to
1 year, the period of the more then 2 years above 23%.

39
TABLE – 7

7. FACTORS INFLUENCING TO PURCHASE CURRENT

BRAND

Influencing Factors Number of Respondents Percentage (%)

Quality 80 57
Packing 05 17
Price 13 20
Advertisement 07 6
Total 160 100

CHART – 7

RESPONDENTS

60 57

50

40

30 Percentage (%)
20
20 17

10 6

0
Quality Packing Price Advertisement

INTERPRETATION
The above tabulation indicates that 57% of the respondents purchasing
heritage milk was quality, response of Price 20% and 16% purchasing for packing,
6% of advertisements.

40
TABLE – 8

8. MEDIA INFLUENCES IN INCREASE THE SALE

PROMOTION OF HERITAGE MILK

Media Number of Respondents Percentage (%)

Hoardings 43 27
Wall posters 17 9
Friends 40 64
Total 100 100

CHART – 8

RESPONDENTS

70 64

60

50

40
Percentage (%)
30 27

20
9
10

0
Hoardings Wall posters Friends

INTERPRETATION
The above tabulation indicates that 64% of the respondents knows of Heritage
brand by friends, 27% of the respondents know of Heritage milk by hoardings and
remaining 9% of the respondents know of Heritage by wall posters.

41
TABLE – 9

9. CONSUMERS OPINION OF COMPARED TO OTHER

BRANDS OF MILK

Opinion of Price No. of Respondents Percentage (%)

Thickness 50 44
Brand Image 30 31
Available 15 19
Price 05 6
Total 100 100

Chart – 9

RESPONDENTS

50
44
45
40
35 31
30
25 Percentage (%)
19
20
15
10 6
5
0
Thickness Brand Image Available Price

INTERPRETATION
The above table indicates that 44% of the respondents feel that the thickness,
31% of the response of brand image, of the respondents available 19% of the 6%
respondents of the price.

TABLE – 10

42
10.CONSUMERS SATISFACTION LEVEL OF HERITAGE MILK

Satisfaction Number of Respondents Percentage (%)

Highly satisfied 19 31
Satisfied 66 60
Neither satisfied nor dissatisfied 10 6
Highly Dissatisfied 5 3
Total 100 100

CHART - 10

RESPONDENTS

70
60
60

50

40
31 Percentage (%)
30

20

10 6
3
0
Highly satisfied Satisfied Neither satisfied nor Highly Dissatisfied
dissatisfied

INTERPRETATION
The above tabulation indicates that 60 % the respondents was satisfied, 31%
of the respondents were highly satisfied.

TABLE – 11

43
11.CONSUMERS OPINION OF THE QUALITY OF HERITAGE
MILK

Rank of Quality No. of Respondents Percentage (%)

Excellent 63 52
Good 20 31
Average 11 13
Poor 6 4
Total 100 100

CHART - 11

RESPONDENTS

60
52
50

40
31
30 Percentage (%)

20
13
10
4

0
Excellent Good Average Poor

INTERPRETATION
From the above table it is inferred that 52% of the respondents feel quality was
excellent, 31% percent of the respondents feel good, 13% percent of the respondents
feel average and remaining 4% percent of the respondents feel quality was poor.

TABLE –12

44
12.RESPONDENTS OPINION ON MEDIA FOR SALES
PROMOTION

Media No. of Respondents Percentage (%)

Hoardings 60 56
News papers 20 19
Radio jingles 10 16
Display broad 10 9
Total 100 100

CHART – 12

RESPONDENTS

60 56

50

40

30 Percentage (%)

19
20 16

9
10

0
Hoardings News papers Radio jingles Display broad

INTERPRETATION
The above table indicates that 56 %of the respondent’s opinion was hoardings
is the best media and 18% go to News papers through radio jigles16% through the
display broad 9%.

TABLE – 13

45
13.CONSUMERS OPINION ON PRICING OF HERITAGE MILK

Opinion of Price No. of Respondents Percentage (%)

High 20 31
Very high 26 16
Moderate 54 53
Total 100 100

CHART – 13

RESPONDENTS

60
53
50

40
31
30 Percentage (%)

20 16

10

0
High Very high Moderate

INTERPRETATION
The above table indicates that 53% of the respondents feel that the heritage
price of the milk is moderate of the respondents high 31%of the respondents very high
16%.

TABLE - 14

46
14. CONSUMERS AWARE OF DIFFERENT PRODUCTS IN
HERITAGE.

Opinion of Price No. of Respondents Percentage (%)

YES 26 31
NO 20 16
Moderate 54 53
Total 100 100

CHART – 14

RESPONDENTS

60
53

50

40
31
30 Percentage (%)

20 16

10

0
High Very high Moderate

INTERPRETATION
The above table indicates that 53% of the respondents feel that the heritage
price of the milk is moderate of the respondents high 31%of the respondents very high
16%.

TABLE – 15

47
15.CONSUMERS OTHER PRODUCT OFFERING HERITAGE

Opinion of Product No. of Respondents Percentage (%)

Butter 35 28
Paneer 11 13
Ghee 38 37
Doodh Peda 16 22
Total 100 100

CHART - 15

RESPONDENTS

40 37
35

30 28

25 22

20 Percentage (%)

15 13

10

0
Butter Paneer Ghee Doodh Peda

INTERPRETATION
The above table indicates that 37% of the respondents feel that the heritage
ghee and 28% of the respondents of Butter, 22% of the respondents.

TABLE - 16
16.WHY U PREFFER THIS BRAND/ DUE TO?

48
 Influencing Factors Number of Respondents Percentage (%)
Quality 80 57
Packing 05 17
Price 13 20
Advertisement 07 6
Total 160 100

CHART – 16

RESPONDENTS

60 57

50

40

30 Percentage (%)
20
20 17

10 6

0
Quality Packing Price Advertisement

INTERPRETATION
The above tabulation indicates that 57% of the respondents purchasing
heritage milk were quality, response of Price 20% and 16% purchasing for packing,
6% of advertisements.

FINDINGS
1. It is found that majority are aware of Heritage milk in compute.

2. Most of the respondent’s preferred packed milk, only minor portion of them prefer

buffalo’s milk, remaining like to use cow’s milk.

49
3. Majority of the respondents prefer Heritage milk only few respondents prefer

other brands.

4. Majority of the respondents giving first priority to the quality of the milk, and

second priority goes to price, only very few member purchase milk on the basis of

advertisement.

5. Large portion of the respondents are known of Heritage brand through friends,

accountable number of the respondents known of Heritage milk by hoardings and

remaining minority of them known of Heritage by wall posters.

SUGGESTIONS

1. Efforts should be made to improve communication between dairy authorities and

end users through regular interaction.

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2. Information regarding the manufacturing facilities and the hygienic conditions

maintained by Heritage dairy should be provided to the consumers in the form of

attractive pamphlets.

3. Promote and sponsor athletics and sports meets in various colleges and schools by

projecting the Heritage dairy milk mascot. It has to cover by local T.V network.

4. Improve the quality, competitive pricing and better packing innovations should be

concentrated by the company to increase sales volume by Heritage milk.

5. The company should conduct meets in flats, colonies and uncovered areas still

now for promoting the brand.

CONCLUSION

The traditional quality assurance systems are becoming absolute and are getting

globally replaced by HACCP based system complemented by Good Hygienic

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Practices, Good Manufacturing Practices etc. in the dairy industry will enquire a

strong commitment from the management, the quality mark certification organization

and finally the regulatory authorities to make HACCP, including sanitation programs,

as part of their regulations.

QUESTIONNAIRE

1. No. of Family members: ( )

(i) 2 Persons (ii) 3 Persons (iii) 4 Persons (iv) Above 4 Persons

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2. Which Milk do you prefer? ( )
(i) Vendor’s milk (ii) Packed milk.

3. Which size of pack do you refer? ( )

(i) 500ml (ii) 200ml (iii) 1litre (iv) Above 2ltrs

4. Do you know Heritage milk: ( )

(i) Yes (ii) No

5. Which brand you would like to use regular: ( )

(i) Heritage (ii) Sangam (iii) Tirumala (iv) Balaji (V) Dodla

6. Since how long have you been using Heritage milk: ( )

(i) Before 6 months (ii) 6 months to1year (iii) 1 to 2years (iv) More than 2years

7. What are the factors that influenced you to purchase Heritage milk: ( )
(i) Quality (ii) Packing looks/Styling (iii) Price (iv) Advertisement

8. Which media do you prepare will increase the sales of Heritage milk: ( )
(i) Hoardings (ii) Wall paintings (iii) Friends

9. What is your opinion of compared to other brands of milk in terms of Brand name:
( )
(i) Thickness (ii) brand image (iii) price (iv) Availability

10. Satisfaction level of Heritage milk: ( )

(i) Highly satisfied (ii) Satisfaction (iii) Neither satisfied nor dissatisfied
(iv) Highly Dissatisfied
11. Opinion on Quality of Heritage milk: ( )
(i) Excellent (ii) Good (iii) Average (iv) Not Bad

12. Which Media do you prefer as a best sales promotion: ( )

(i) Television (ii) Radio Jingles (iii) News Papers (iv) Hoardings

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13. Opinion on pricing of Heritage Milk: ( )
(i) Very High (ii) High (iii) Average (iv) Low

14. Do you know different products are there in Heritage: ( )

(i) Yes (ii) No

15. Have you aware of any other products offering Heritage: ( )

(i) Paneer (ii) Ghee (iii) Butter (iv) Badam Milk (v) Doodh peda

16. Any Suggestions Please Specify:

_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________

BIBLIOGRAPHY

BOOKS REFERRED

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S. NO Book Name Author Name Edition Publishers
MARKETING
1. Philip Kotler 13th Edition Pearson Education
MANAGEMENT
RESEARCH New Age International
2. C.R. Kothari 2nd Edition
METHODOLOGY P Ltd
MARKETING Tata McGraw hill
3. Kotler 3rd Edition
MANAGEMENT Publishing House

WEBSITE:
www.wikipedia.com
www.google.com
www.marketing.com
www.heritagefoodsindia.co.in

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