AN OVERVIEW OF THE SALEM DISTRICT COOPERATIVE MILK

PRODUCERS'UNION LTD, SALEM

GENERAL INTRODUCTION

1. Registered on 10-07-1978.
2. Started functioning from 07-10-1978.

In the beginning SDCMPU procured 33100 LTD of milk from 227 affiliated
primary society. The union gradually expanded its activities and has now reached a daily
average procurement of 4.00,000 LPD.

The Dairy complex is situated in about in 46 acres of land bounded by Sithanur and
Dhalavaipatty villages. In the initial stages the installed capacity of the Dairy was one lakh
liters of milk per day which was subsequently enhanced to 4 lakh liters per day.

A wireless communication network is in operation and it helps to monitor dairy

activities within the area of operation of the Union.

Computer System with Internet facilities is functioning in the Union. Society Milk
Billing, Pay Bills, Transport Bills and Financial Accounting of the union are done through
the Computers. This unit is one of the three computer units in Tamil Nadu which was
organised under Operation Flood II Scheme.

-1-
INDUSTRY PROFILE
DAIRY
The Dairy has installed capacity to process 4 Lakh litres of milk per day. It can
produce 10 MT of Skim Milk Powder 9 MT of Butter and 6 MT of Ghee per day. The
quantity of milk available after local sales and despatch to Chennai is converted into
products viz., Butter, Ghee and Skim Milk Powder. Ghee and Skim Milk Powder are being
sold in the markets all over India through the Tamil Nadu Coop. Milk Producers'
Federation Ltd., Chennai with "Agmark" and "ISO" grades respectively. Our products bear
the famous brand name of "AAVIN".

ASEPTIC PACKAGING STATION

An Aseptic Packaging Unit, consisting of a sophisticated tetra pack packing plant
imported from Sweden and Stormac UHT Plant are installed in the Union. This is the first
of its kind in Tamil Nadu. This unit is packing 200 ml Flavored Milk and 1000 ml
standardised milk. This Milk has shelf life of 120 days. Recently this union has also
introduced Aavin Mango in 200 ml packs.

INPUT
The input consists of 8 teams. Technical assistance in fodder, feed and breeding
given through veterinary doctors and technicians to the formers of primary society in
increasing the milk production. Artificial Insemination Service, Input Veterinary Service
and Emergency veterinarians of this union. Further, artificial inseminations with exotic,
cross bred and murrah bull semen are being undertaken through the 561 Artificial
Insemination Sub-Centres of the Primary societies / Union, and on an average of 26,000
Artificial Insemination per month is being done. Nutritious Cattle Feed is being supplied to
the members at par rate.

TRAINING CENTRE
A training centre is functioning within the dairy complex, to provide training to the
farmers, society personnel, management committee members of the societies, and other
unions etc.,

-2-
CONTROL OF FOOT AND MOUTH DISEASE
The foot and mouth disease is major disease causing enormous loss both to the
producers as well as to the Dairy Industry. Since milk production is to be augmented by
cross breeding programme the cross bred animals are to be protected against the disease as
they are easily prone and susceptible to infection. The disease spreads very rapidly
affecting all cloven footed animals. The economic loss is due to abortion, total cessation of
milk production, sterility, death of young calves, loss of ploughing and pulling capacity in
working animals.

DETAILS OF PROCESSING FACILITIES

A. DETAILS OF DAIRY;
1. Total extent of land :45.5 acres
2. Total Constructed area of the Plant: -
a) Dairy including powder plant, Service
Block, Powder and butter storages : 2966 Sq. Mts.
a) Godown : 825 Sq. Mts.
b) Garage : : 580 Sq. Mts.
c) Administrative Blocks

1. Ground Floor : 492 Sq. Mrs.

2. First Floor : : 198 Sq. Mrs.
3. Miscellaneous : 84.Sq. Mts.

3. Capacity of the Plant:-

a. Milk Processing : 400000 LPD
b. Milk Powder : 10000 Kgs / day
c. Butter : 9000 Kgs / day
d. Ghee : 6000 Kgd /day
e. Refrigeration : 280 Tonnes
f. Boiler : 2 Nos Each
5000 Kgs / hour

-3-
B. CHILLING CENTRE DETAILS:
CHILLING CENTRE DETAILS

SI. N PARTICULARS NAMAKKAL P.VELUR CC ATTUR CC

CC

1 Year of Commencement 1970 1978 1984

2 50000 30000 80000

Installed capacity (in
liters)
3 Area of Land 8 acres 1.5 acres 7.39 acres

4 No. of milk routes 8 9 13

ASEPTIC PACKAGING STATION

Ultra High temperature treated milk was introduced in India from 1985. It has shelf
life of 120 days at room temperature without refrigeration. For Ultra High Temperature
treatment, milk of low bacteriological count is taken and is subjected to high temperature
of 140 degree ( for 2 seconds ) and cooled back to ambient temperature and packed in
sterile Aluminum foil polythene paper in the shape of Brick.

The main advantages of Ultra High Temperature treated milk are:

1. No refrigeration is required.
2. Very hygienic and no adulteration can be done.
1. Single way transportation, easy for storage, pilfer-proof and convenient to
consume.
2. Reasonable price.

MARKETING
Salem Union Markets about 4,00,000 litres of liquid milk per day in Salem & Namakkal
District. More than 4,00,000 litres of milk is despatched to Chennai by Road tankers
everyday. We have 17 tankers operating for the transportation of milk to Chennai.

-4-
 Marketing details
1 No. of Routes operated 15

2 No. of Sale Points 532

3. No. of Parlors 35
4 No. of Agents 425
5 No. of Institutions 72

QUALITY CONTROL
The wing comprises two sections: as Chemical and Bacteriological.

The chemical section (lab) is to assist in stage-wise testing and reporting the quality
status of milk processed and standardized so that milk of the correct standards are prepared
and marketed. Similarly cream, butter, butter-milk, ghee and skim milk powder are tested
at regular intervals both during the production and at the time of storage. They check that
there is no quality deterioration at the godown also. Water, cleaning chemicals, packing
materials, etc., are also tested regularly to ensure their conformity to pre-set standards. The
bacteriologists check the incoming and the processed milk and also milk products in
addition to water & environmental air to ensure that they are free from harmful
microorganisms. They also check the sterility of plant. The effluent is tested periodically to
ensure that it satisfies the standards prescribed by the Tamil Nadu Pollution Control Board.

Quality Control measures at the Chilling Centres and primary societies is enforced by
premedical visits by the Quality Control staff to these places either individually or as
members of as quad consisting of staff-members from Quality Control, Marketing and P &
I Wings.

-5-
COMPANY PROFILE
The Salem District Co- Operative Milk Producers Union Ltd., Salem works under
the control of Tamil nadu Co-Operative Milk Producers Federation Limited, Chennai. The
SDCMPU is located in about 46 acres of land bounded by Sithanur and Dhalavaipatty
Villages.

The Tamilnadu Dairy Development Co-Operative Team was formed on October 2

1974. First set of societies was started on November 10, 1974. The Salem District Co-
operative Milk Producers Union Ltd., was registered on July 10, 1978, which started its
operation on October 7, 1978.

In the earlier stage the union has procured only a quantity of 33, 100 litres of milk
per day with its 227 primary milk producer’s co-operative societies. Then, the union
gradually developed its activities and reached a daily average 4,00,000 LPD with 227
primary milk producer’s co-operative societies.

AREA OF OPERATION

SDCMPU operates in Salem and Namakkal district. The procurement and input
operations are being managed through 8 milk procurement team offices having Head
quarters at Salem, Sangakiri, Namakkal, Paramathivellore, Attur, Rasipuram, Mettur and
Valapady. The milk is deliverd at the dock of the three chilling centers viz, located at
Attur, Namakkal and Paramathivellor.

A wireless communication network is functioning to moniter the dairy activities

with in the Company to save time and efforts. A computer unit has been installed at
SDCMPU with an estimate of 19.7 lakhs. Society milk billings, pay bill, transports bill
and financial accounting of the union are done through the computer unit. This unit is one
of the 3 computer units was organized under operation flood II scheme.

-6-
 Consumers Brand preference

The word brand as a “name, term, sign, symbol or design, or a combination of them,
intended to identify the goods or services of one seller or group of sellers and to
differentiate them from those of competitors”.

A brand is thus a product or service that adds dimensions that differentiate it in

same way from other products or services designed to satisfy the same need. These
differences may be functional, rational related to product performance of the brand. The
brands today play a number of important roles that to improve the consumer’s lives and
enhance the financial can easily choose the product again.

The branding involves creating mental structures and helping consumers organize
their knowledge about products and services in a way that clarifies their decision making
and provides value to the firm.

The brand elements can be chose to build as much brand equity as possible. The
test of the brand-building ability of these elements is what consumers would think or feel
about the product, if they only know about the brand element.

In creating a brand, marketers have many choices of brand elements to identify

their products. Before, companies chose brand names by value of firms.

Consumer’s may evaluate the identical product differently depending on how it is

branded. Consumer’s learn about brands through past experiences with the product and its
marketing program.

It is to find out which brands satisfy their needs and which ones do not. As
consumer’s lives become more complicated, rushed and time-starved, the ability of a brand
to simplify the decision making and reduce the risk in valuable.

-7-
 The brand name can be protected through registered trademarks. Brands can signal
a certain level of quality , so that satisfied buyers generating a list of possible names,
debating their merits, eliminating all but a few, testing them with target consumer’s, and
making a final choice.

The name-research procedures include association test (what images come to

mind), learning test ( How easily is the name pronounced), memory tests (How well is the
name remembered), and preference tests (which names are preferred).

-8-
STATEMENT OF THE PROBLEM
Today the world has become highly mechanized. The life style of the people has
also totally changed due to some reasons. In the rural areas, a majority of housewives
find it difficult to prepare a delicious food in the morning and evening hours. At this
juncture, they always prefer a ready-made food with the help of milk and milk products
like butter, ghee etc., this kind of items fulfill the needs and wants of the family members
irrespective of the age groups. The housewives feel more comfortable to prepare
conveniently some foods along with milk and milk products.

Even though the milk items prepared with the help of milk and milk products
suffer from certain problems. The consumers are unable to identify the quality of milk
and milk product before purchasing them. After purchasing the milk and milk products in
sometimes, the consumers find that the products are defective or perishable. This
creates a great disappointment for users of the milk and milk products.

In this study, an attempt has been made to analyse the main reasons for selecting
a particular brand of milk and milk products along with the common problems faced by
the consumers. The problems pertaining to consumers are many and varied. Hence it is
worthwhile to study the consumer's preference in selecting a particular brand (Aavin).

-9-
 TITLE OF THE STUDY

A STUDY ON CONSUMERS BRAND PREFERENCE TOWARDS AAVIN MILK

WITH SPECIAL REFERENCE TO SALEM CITY.

- 10 -
 OBJECTIVES OF THE STUDY

1. To identify the brand awareness regarding Aavin milk.

2. To identify the factors influencing purchasing of Aavin milk.
3. To ascertain the level of satisfaction regarding Aavin.
4. To study the opinion of the customers about packaging and delivery of
Aavin milk.

- 11 -
 SCOPE OF THE STUDY

This study highlights the importance of Aavin milk in Salem city among the
people. The common problems faced by the consumers were also highlighted in this
study. It also provides certain remedial measures to eradicate the problems and to
improve the performance of Aavin milk

- 12 -
 LIMITATIONS OF THE STUDY

1. The market survey was conducted only in Salem City. Hence, the results arrived
from the study may not be extended to any other part of the nations/State.
2. The survey method was adopted for collecting the data in the study has its own
limitations.
3. Only selected aspect of consumer behavior has been selected for this study.
4. The validity of response from respondents is questionable due to bias.

- 13 -
 RESEARCH METHODOLOGY

GEOGRAPHICAL AREA:
The area of the study is within the salem city.

PERIOD OF THE STUDY:

The period of study is 50 days (December 2008- January 2009)

RESEARCH DESIGN:
The research design used for this project by the researcher is descriptive research
design.

SAMPLING DESIGN:

POPULATION
It was a study from the public about the consumer brand preference towards Aavin
milk with reference to Salem city through data collected by interview schedules.

SAMPLING
Sampling is a subject of the population selected for a particular study and member
of the sample are the study subjects. In this study 100 respondents were choosen from
Salem City.

SAMPLE SIZE
The sample size is 100.

SAMPLING TECHNIQUE
The total population is initially divided by different areas in Salem and around
Salem city. Using convenience sample technique the sample units were selected for the
study and the information were collected from them.

RESEARCH INSTRUMENT
It is collected from the respondents through the Questionnaire cum Interview schedule
method.

- 14 -
TOOLS USED FOR ANALYSIS

 Simple Percentage
 Chi- Square
O  E 2 
x2    
 E 

Here, O – observed frequency and

E – Expected frequency
 Anova

- 15 -
 DATA ANALYSIS AND INTERPRETATION

TABLE: 1

RESPONDENTS AGE WISE CLASSIFICATION

Age Frequency Percentage

Upto 30 58 58.0
31-40 18 18.0
41-50 20 20.0
Above 50 4 4.0
Total 100 100.0
Source :Primary Data
Inference:
It is clear from the table, 58 percent of the respondents belong to the age group of
Upto 30 yrs, 18 percent of them belong to the age group of 31-40 years, 20 percent of them
belong to the age group of 41-50 and 4 percent of them belong to the age group of above
50 years.

- 16 -
 CHART: 1

RESPONDENTS AGE WISE CLASSIFICATION

70
60 58
% of Respondents

50
40
30 18
20
20
10 4
0
Upto 30 31-40 41-50 Above 50
Age

- 17 -
 TABLE :2

RESPONDENTS GENDER WISE CLASSIFICATION

Gender Frequency Percentage

Male 57 57.0
Female 43 43.0
Total 100 100.0
Source: Primary data

Inference:
It is clear from the table, that 57 percent of them were male respondents and 43
percent of them were female respondents.

- 18 -
 CHART: 2

RESPONDENTS GENDER WISE CLASSIFICATION

60

50
% of respondents

40

30

20

10

0
Male Female
Gender

- 19 -
 TABLE :3

RESPONDENTS MARITAL STATUS WISE CLASSIFICATION

Marital Status Frequency Percentage

Married 65 65.0
Unmarried 35 35.0
Total 100 100.0
Source: Primary data
Inference:
It is clear from the table that 65 percent of them were married and 35 percent of
them were unmarried.

- 20 -
 CHART : 3

RESPONDENTS MARITAL STATUS WISE CLASSIFICATION

70
60
% of Respondents

50
40
65
30
20 35
10
0
Married Unmarried
Marital Status of the Respondents

- 21 -
 TABLE : 4

RESPONDENTS EDUCATION WISE CLASSIFICATION

Education Frequency Percent

Illiterate 16 16.0

School level 39 39.0

Collegiate 37 37.0

Professional 8 8.0

Total 100 100.0

Source: Primary data

Inference:
It is clear from the table that 16 percent of them have illiterate, 39 percent are
School level, 37 percent of the respondents are Collegiate, 8 percent of then were
professionals.

- 22 -
 CHART: 4

RESPONDENTS EDUCATION WISE CLASSIFICATION

45
39
40 37
35
% of Respondents

30
25
20 16
15
8
10
5
0
Illiterate School level Collegiate Professional
Education of the Respondents

- 23 -
 TABLE: 5

RESPONDENTS OCCUPATION WISE CLASSIFICATION

Occupation Frequency Percentage

Salaried 45 45.0

Business 17 17.0

Agriculture 9 9.0

Others 29 29.0

Total 100 100.0

Source : Primary data

Inference:
It is clear from the table that 45 percent of the respondents have occupation as
Salaried 17 percent of them are business, 9 percent are Agriculture and 29 percent of the
respondents are Others.

- 24 -
 CHART : 5

RESPONDENTS OCCUPATION WISE CLASSIFICATION

50 45
40
% of Respondents

29
30
17
20
9
10
0
Salaried Business Agriculture Others
Occupation of Respondents

- 25 -
 TABLE ; 6

RESPONDENTS FAMILY INCOME WISE CLASSIFICATION

Income Frequency Percentage

Upto Rs. 3000 33 33.0
3001-8000 43 43.0
8001 -15000 17 17.0
Above 15000 7 7.0
Total 100 100.0
Source: Primary data
Inference:
It is clear from the table that 33 percent of the respondents have family income of
Rs Upto Rs. 3000, 43 percent of the respondents have family income of Rs. 3001 –
Rs. 8000, 17 percent of them have income of Rs. 8001- Rs. 15000 and 7 percent of them
have income Above Rs.15000.

- 26 -
 CHART : 6

RESPONDENTS FAMILY INCOME WISE CLASSIFICATION

50
45
40
% of Respondents

35
30
25
20 43
15 33
10 17
5 7
0
Upto Rs. 3000 3001-8000 8001 -15000 Above 15000
Family income of the Respondents

- 27 -
 TABLE: 7

FAMILY SIZE OF THE RESPONDENTS

Family size Frequency Percentage

Below 3 15 15.0
3-5 74 74.0
6-8 6 6.0
Above 8 5 5.0
Total 100 100.0
Source Primary Data

Inference:
It is clear from the table that 15 percent of the respondents are from Below 3, 74
percent of the respondents from 3-5, 6 percent of the respondents from 6-8 and 5 percent of
the respondents from above 8.

- 28 -
 CHART: 7

FAMILY SIZE OF THE RESPONDENTS

80 74
70
60
% of respondents

50
40
30
20 15
10 6 5
0
Below 3 3 to 5 6 to 8 Above 8
Size of Family

- 29 -
 TABLE: 8

AWARE OF THE BRAND AAVIN

Aware Frequency Percentage

Through Agents 50 50.0
Through Advertisement 15 15.0
Through Media 15 15.00
Through Friends 20 15.0
Total 100 100.0
Source: Primary data
Inference:
It is clear from the table that, 50 percent of the respondents are aware through
agents, 15 percent of the respondents through advertisements, 15 percent of the
respondents through media, 20 percent of the respondents through friends.

- 30 -
 CHART : 8

AWARE OF THE BRAND AAVIN

60

50
% of respondents

40

30

20

10

0
Through Agents Through Through Media Through Friends
Advertisement
Aware of Brand Aavin

- 31 -
 TABLE: 9

COMPETITORS FOR AAVIN MILK

Competitors Frequency Percentage

Arokya 60 60.0
Akshaya 15 15.0
Komatha 10 10.0
Other 15 15.0
Total 100 100.0
Source: Primary data
Inference:
It is clear from the table that, 60 percent of the competitors are from Arokya, 15
percent are Akshaya, 10 percent are Komatha, 15 percent others for Aavin milk.

- 32 -
 CHART : 9

COMPETITORS FOR AAVIN MILK

70

60
% of Respondents

50

40

30

20

10

0
Arokya Akshaya Komatha Other
Competitors For Aavin Milk

- 33 -
 TABLE: 10

PROMOTIONAL STRATEGIES FOLLOWED BY AAVIN

Promotional strategies Frequency Percentage

Stalls 35 35.0
Sales peoples 45 45.0
Advertisement 10 10.0
Direct Sales 10 10.0
Total 100 100.0
Source: Primary data
Inference:
It is clear from the table that, 35 percent is stalls, 45 percent is sales peoples, 10
percent is advertisement, 10 percent is direct sales are the promotional strategies followed
by Aavin Milk..

- 34 -
 CHART : 10

PROMOTIONAL STRATEGIES FOLLOWED BY AAVIN

50
45
40
35
% of respondents

30
25
20
15
10
5
0
Stalls Sales peoples Advertisement Direct Sales

- 35 -
 TABLE: 11

RESPONDENTS REQUIREMENT OF MILK

Requirement Frequency Percentage

Below 1 ltr 71 71.0

1-3 25 25.0

Above 3 4 4.0

Total 100 100.0

Source: Primary data

Inference:
It is clear from the table, that 71 percent of the respondents are from Below 1 ltr,
25 percent of the respondents from 1-3 and 4 percent of the respondents from above 3.

- 36 -
 CHART : 11

RESPONDENTS REQUIREMENT OF MILK

80
71
70
60
% of respondents

50
40
30 25
20
10 4
0
Below 1 ltr 1 to 3 Above 3
Respondent requirement of Milk

- 37 -
 TABLE – 12

DURATION FOR BUYING THE AAVIN MILK

Duration Frequency Percent

1 Month 2 2.0
3 Month 3 3.0
6 Month 4 4.0
1 Year 40 40.0
Above 1 Year 51 51.0
Total 100 100.0
Source: Primary data

Inference:
It is clear from the table that 2 percent of the respondent’s are buying for 1 months,
3percent of the respondents are buying for 3 month, 4 percent of the respondents are
buying for 6 month, 40 percent of the respondents are buying for 1 year, 51 percent of the
respondents are buying for above 1year.

- 38 -
 CHART – 12

DURATION FOR BUYING THE AAVIN MILK

60
51
50
% of Repondents

40
40

30

20

10 3 4
2
0
1 Month 3 Month 6 Month 1 Year Above 1 Year
Duration

- 39 -
 TABLE: 13

GRADE TO THE SERVICE OF AAVIN

Grade Frequency Percentage

Good 52 52.0
Fair 27 27.0
poor 21 21.0
Total 100 100.0
Source: Primary data
Inference:
It is clear from the table that, 52 percent of the respondents are graded good, 27
percent of the respondents are graded fair,and 21 percent of the respondents are graded
poor..

- 40 -
 CHART: 13

GRADE TO THE SERVICE OF AAVIN

60

50
% OF RESPONDENTS

40

30

20

10

0
Good Fair poor

- 41 -
 TABLE – 14

RESPONDENTS OPINION ABOUT THE BEHAVIOUR OF AGENT

Level of satisfaction Frequency Percentage

Good 50 50.0
Fair 32 32.0
Poor 18 18.0
Total 100 100.0
Source: Primary data

Inference:
It is clear from the table that 50 percent of the respondent’s are said good, 32
percent of the respondents are in fair, 18 percent of the respondent’s are in poor about
hehaviour of agents.

- 42 -
 CHART – 14

RESPONDENTS OPINION ABOUT THE BEHAVIOUR OF AGENT

60
50
50
% of Repondents

40
32
30
18
20

10

0
Good Fair Poor
Behaviour of Agent

- 43 -
 TABLE – 15

OPINION REGARDING DELIVERY OF AAVIN MILK

Opinion Frequency Percentage

Satisfied 10 10.0
Highly Satisfied 12 12.0
Neither Satisfied nor Dissatisfied 60 60.0
Dissatisfied 10 10.0
Highly Dissatisfied 8 8.0
Total 100 100.0
Source: Primary data

Inference:
It is clear from the table that 10 percent of them are satisfied, 12 percent of them
are highly satisfied, 60 percent of them are neither satisfied nor dissatisfied, 10 percent of
them are dissatisfied, 8 percent of them are highly dissatisfied about the opinion of the
delivery of Aavin Milk.

- 44 -
 CHART – 15

OPINION REGARDING DELIVERY OF AAVIN MILK

70

60
% of respondents

50

40

30

20

10

0
Satisfied Highly Satisfied Neither Satisfied Dissatisfied Highly
nor Dissatisfied Dissatisfied

- 45 -
 TABLE – 16

OPINION REGARDING PACKAGING OF AAVIN MILK

Opinion Frequency Percentage

Satisfied 10 10.0
Highly Satisfied 15 15.0
Neither Satisfied nor Dissatisfied 12 12.0
Dissatisfied 45 45.0
Highly Dissatisfied 18 18.0
Total 100 100.0
Source: Primary data

Inference:
It is clear from the table that 10 percent of them are satisfied, 15 percent of them
are highly satisfied, 12 percent of them are neither satisfied nor dissatisfied, 45 percent of
them are dissatisfied, 18 percent of them are highly dissatisfied about the opinion of the
packagin of Aavin Milk.

- 46 -
 CHART – 16

OPINION REGARDING PACKAGING OF AAVIN MILK

50
45
40
% of respondents

35
30
25
20
15
10
5
0
Satisfied Highly Satisfied Neither Satisfied Dissatisfied Highly
nor Dissatisfied Dissatisfied

- 47 -
 TABLE – 17

FACTORS ATTRACTIVE FEATURE OF AAVIN MILK

Factors Frequency Percentage

Quality 50 50.0
Price 15 15.0
Freshness 25 25.0
Availability 5 5.0
Delivery 5 5.0
Total 100 100.0
Source: Primary data

Inference:
It is clear from the table that 50 percent of the respondents attracted in Quality, 15
percent of the respondents attracted in price, 25 percent of the respondents attracted in
Freshness, 5 percent of the respondents attracted in availability, 5 percent of the
respondents attracted in delivery.

- 48 -
 CHART – 17

FACTORS ATTRACTIVE FEATURE OF AAVIN MILK

60

50
% of respondents

40

30

20

10

0
Quality Price Freshness Availability Delivery

- 49 -
 TABLE – 18

QUANTITY OF MILK PACKETS AVAILABLE

Available Frequency Percentage

100 ml 10 10.0
200 ml 15 15.0
250 ml and above 75 75.0
Total 100 100.0
Source: Primary data

Inference:
It is clear from the table that Quantity of milk packets available in 100 ml only 10
percent, 200ml Quantity of milk packets available 15 percent, 250 ml and above Quantity
of milk packets available 75 percent.

- 50 -
 CHART – 18

QUANTITY OF MILK PACKETS AVAILABLE

80

70

60
% of respondents

50

40

30

20

10

0
100 ml 200 ml 250 ml and above

- 51 -
 TABLE – 19

SATISFIED WITH THE QUANTITY OF MILK PACKAGES PROVIDED BY

AAVIN

Satisfaction Frequency Percentage

Yes 20 20.0
No 80 80.0
Total 100 100.0
Source: Primary data

Inference:
It is clear from the table that 20 percent of the respondents are said yes about the
quantity of milk packages provided by Aavin and 80 percent of the respondents are said no
about the packages provided by Aavin.

- 52 -
 CHART – 19

SATISFIED WITH THE QUANTITY OF MILK PACKAGES PROVIDED BY

AAVIN

90

80
70
% of respondents

60

50

40

30

20
10

0
Yes No

- 53 -
 TABLE: 20

RESPONDENT’S OPINION ABOUT QUALITY

Level of satisfaction Frequency Percent

Dissatisfied 7 7.0
Neither satisfied nor dissatisfied 20 20.0
Satisfied 20 20.0
Highly satisfied 53 53.0
Total 100 100.0
Source: Primary data

Inference:
It is clear from the table that, 7 percent of the respondents Dissatisfied 20 percent of
the respondents Neither, 20 percent of the respondents Satisfied and 53 percent of the
respondents Highly Satisfied about quality.

- 54 -
 CHART: 20

RESPONDENT’S OPINION ABOUT QUALITY

60
53
50
% of respondents

40

30
20 20
20

10 7

0
Dissatisfied Neither Satisfied Highly
satisfied nor satisfied
dissatisfied
Quality

- 55 -
 TABLE: 21

RESPONDENTS OPINION ABOUT PRICE

Level of satisfaction Frequency Percentage

Highly dissatisfied 11 11.0
Dissatisfied 17 17.0
Neither satisfied nor dissatisfied 28 28.0
Satisfied 24 24.0
Highly satisfied 20 20.0
Total 100 100.0
Source: Primary data

Inference:
It is clear from the table that, 11 percent of the respondent’s highly dissatisfied, 17
percent of the respondents dissatisfied, 28 percent of the respondent’s Neither nor, 24
percent of the respondents Satisfied and 20 percent of the respondents Highly Satisfied
about price.

- 56 -
 CHART: 21

RESPONDENTS OPINION ABOUT PRICE

30 28

24
25
20
20
% of respondents

17

15
11
10

0
Highly Dissatisfied Neither Satisfied Highly
dissatisfied satisfied nor satisfied
dissatisfied
Price

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 TABLE – 22

RESPONDENTS OPINION ABOUT PACKAGE

Level of satisfaction Frequency Percent

Highly dissatisfied 12 12.0
Dissatisfied 32 32.0
Neither satisfied nor dissatisfied 30 30.0
Satisfied 17 17.0
Highly satisfied 9 9.0
Total 100 100.0
Source: Primary data

Inference:
It is clear from the table that 12 percent of the respondent’s highly dissatisfied, 32
percent of the respondents dissatisfied, 30 percent of the respondent’s Neither nor, 17
percent of the respondents Satisfied and 9 percent of the respondents Highly Satisfied
about package.

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 CHART – 22

RESPONDENTS OPINION ABOUT PACKAGE

35

30
% of respondents

25

20

15

10

0
Highly Dissatisfied Neither satisfied Satisfied Highly satisfied
dissatisfied nor dissatisfied

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 TABLE – 23

RESPONDENTS OPINION ABOUT TASTE

Level of satisfaction Frequency Percent

Highly dissatisfied 6 6.0
Dissatisfied 11 11.0
Neither satisfied nor dissatisfied 20 20.0
Satisfied 26 26.0
Highly satisfied 37 37.0
Total 100 100.0
Source: Primary data

Inference:
It is clear from the table that 6 percent of the respondent’s highly dissatisfied, 11
percent of the respondents dissatisfied, 20 percent of the respondent’s Neither nor, 26
percent of the respondents Satisfied and 37 percent of the respondents Highly Satisfied
about taste.

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 CHART – 23

RESPONDENTS OPINION ABOUT TASTE

40 37
35
% of Respondents

30 26
25 20
20
15 11
10 6
5
0
Highly Dissatisfied Neither satisfied Satisfied Highly satisfied
dissatisfied nor dissatisfied
Taste

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 TABLE – 24

OPINION ABOUT AVAILABILITY

Level of satisfaction Frequency Percent

Dissatisfied 10 10.0
Neither satisfied nor dissatisfied 20 20.0
Satisfied 35 35.0
Highly satisfied 35 35.0
Total 100 100.0
Source: Primary data

Inference:
It is clear from the table that 10 percent of the respondent’s dissatisfied, 20 percent
of the respondent’s Neither nor, 35 percent of the respondents Satisfied and 35 percent of
the respondents Highly Satisfied about availability of Aavin milk.

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 CHART – 24

OPINION ABOUT AVAILABILITY

40 35 35
35
% Respondents

30
25 20
20
15 10
10
5
0
Dissatisfied Neither satisfied nor Satisfied Highly satisfied
dissatisfied
Avialabilty

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 TABLE - 25

OPINION ABOUT FRESHNESS

Level of satisfaction Frequency Percent

Highly dissatisfied 17 17.0
Dissatisfied 23 23.0
Neither satisfied nor dissatisfied 20 20.0
Satisfied 25 25.0
Highly satisfied 15 15.0
Total 100 100.0
Source: Primary data

Inference:
It is clear from the table that 17 percent of the respondent’s highly dissatisfied, 23
percent of the respondents dissatisfied, 11 percent of the respondent’s Neither nor, 14
percent of the respondents Satisfied and 134 percent of the respondents Highly Satisfied
about freshness.

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 CHART – 25

OPINION ABOUT FRESHNESS

30
25
25 23
% of Respondents

20
20 17
15
15

10

0
Highly Dissatisfied Neither satisfied Satisfied Highly satisfied
dissatisfied nor dissatisfied
Freshness

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 CHI – SQUARE

Behaviour of Agent
Good Fair Poor Total
Service of Aavin

Good 29 18 5 52

Fair 13 8 6 27

Poor 8 6 7 21

50 32 18 100

 O  E  2 
x 2     
 E  

0i Ei (0i-Ei) (0i-Ei)2 (0i-Ei)2 / Ei

29 26 3 9 0.346
18 16.64 1.36 1.849 0.111
5 9.36 -4.36 19.009 2.031
13 13.5 0.05 0.025 0.018
8 8.64 0.64 0.4096 0.047
6 4.86 1.14 1.299 0.267
8 10.5 -2.5 6.25 0.595
6 6.72 -0.72 0.518 0.077
7 3.78 3.22 10.368 2.743
6.234

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 ANOVA

Highly Highly
Factors Satisfied Neither Dissatisfied
Satisfied Dissatisfied
Quality 53 20 20 7 -
Price 20 24 28 17 11
Package 12 32 30 17 9
Taste 37 26 20 11 6
Availability 35 35 20 10 -
Freshness 15 25 20 23 17

Highly Highly
Factors Satisfied Neither Dissatisfied Ti Ti2/ ni xij2
Satisfied Dissatisfied
Quality 53 20 20 7 - 100 2500 3658
Price 20 24 28 17 11 100 2000 2170
Package 12 32 30 17 9 100 2000 2570
Taste 37 26 20 11 6 100 2000 2602
Availability 35 35 20 10 - 100 2500 2950
Freshness 15 25 20 23 17 100 2000 2068
Total 600 13000 16018

Grand Total (G) = 600, n =28

Correction Factor (CF) = G2/N = 6002/28 = 12857.14
Total sum of Square (TSS) = 16018 – 12857 = 3161
Sum of Squares Between Blocks(SSB) = 13000 – 12857 = 143
Sum of squares between Errors (SSE) = TSS - SSB = 3161 – 143
= 3018
ANOVA TABLE

Source of Sum of Degrees of Mean sum F Calculated F Table

variation squares freedom of Square Value Value

Between For (5,22) =

143 6-1=5 28.6 0.2084
samples 2.66

Error 3018 27-5 = 22 137.18

Total 3161 28-1=27

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 F Calculated Value < F Table Value

CONCLUSION
H0: There is no significance difference between the satisfaction level.
H1 : There is a significance difference between the satisfaction level.
So, we accept H0.

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 FINDINGS

 It is found from the analysis that 50 percent of the respondents are awaring of the
brand Aavin through agents.

 From the study that 60 percent of the respondents are said Arokya is the main
competitors for Aavin milk.

 Researcher fined that the Aavin milk is following the promotional strategies only
on the based on sales peoples i.e., 45 percent.

 Majority of the respondents (71 percent) have requirement of milk below 1 Ltr.

 It has been observed from the study that 51 percent of the respondents are buying
the Aavin milk above 1 year.

It is clear from the table that 52 percent of the respondents are graded good to the
service of aavin. ..

 It has been observed from the study that 50 percent of the respondents are said
good about the behaviour of the agents towards consumers.

 Researcher feel that 60 percent of the respondents are neither satisfied nor
dissatisfied regarding delivery of Aavin milk.

 From the study researcher fined that 45 percent of the respondents feel about the
packaging style of Aavin milk.

 From the study 50 percent of the respondents are said quality is the main factors
attracted to buy the Aavin milk.

 Researcher fined that 75 percent of the respondents are said 250 ml packets are
available at required by the respondents.

 From the study that 80 percent of the respondents are not satisfied about the milk
packages provided by Aavin.

 It is found from the analysis that majority (53 percent) of the respondents are highly
satisfied about the quality of Aavin milk.

 It is found from the analysis that 28 percent of the respondents are neither satisfied
nor dissatisfied about the price.

 It is found from the analysis that 32 percent of the respondents are satisfied about
the package.

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 It is found from the analysis that 37 percent of the respondents are highly satisfied
about the taste of Aavin milk.

 It is clear from the analysis that 35 percent of the respondents are satisfied about
the availability of Aavin milk.

 It has been observed from the study that only 25 percent of the respondents are
satisfied about the freshness of Aavin milk.

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 SUGGESTIONS

 A permanent sales counter with a coupon system in every urban area should be
implemented in order to increase the outlets for further availability of Aavin milk.

 It is found from the analysis that most of the respondents feel that the
Aavin milk is not available in 100ml, 200ml it is one of the major problems.

 The SDCMPU Ltd has to give wide publicity through effective media like
T.V, Cinema, Newspaper, Journals, etc.,

 A few respondents lodged a complaint against the packaging system of Aavin milk
to protect the health of the consumers, the SDCMPU Ltd may concentrate on a
good packaging system.

 The researcher recommend to introduce the door delivery system in the urban area
for Aavin milk.

 It was recommend to follow the dual price system i.e., less price to the domestic
users and high price to commercial users.

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 CONCLUSION

From the analysis, the study reveals that, The company has to concentrate much
more in order to sustain the market position. If the company concentrate on the market
position, there will be very good response between the consumers and also in market
side. And also Aavin brand stands first in all the features. Every consumers will like to
buy this brand of milk.

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A STUDY ON CONSUMERS BRAND PREFERENCE TOWARDS AAVIN MILK
WITH SPECIAL REFERENCE TO SALEM CITY

1. Name

2. Address

3. Age in Years
a) Upto 30 
b) 31-40 Years 
c) 41-50 Years 
d) Above 50 Years 

4. Gender Male / Female

5. Marital Status Married / Un Married

6. Educational Status a) Illiterate 

b) School level 
c) Collegiate 
d) Professional 

7. Occupation
a) Salaried 
b Business 
c) Agriculturist 
d) Others 

8. Income level per month

a) Up to Rs. 3,000 
b) Rs.3,001 to Rs.8,000 
c) Rs.8001 to Rs.15,000 
d) Above Rs. 15,000 

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9. Family size
a) Below 3 members 
b) 3-5 members 
c) 6-8 members 
d) Above 8 members 

10. Are you aware of the brand Aavin?

a) Yes 
b) No 
If yes, how do you come to know about this brand?

a) Through Agents 
b) Through advertisement 
c) Through Media 
d) Through Friends 

11. Whom do you think as the competitor for Aavin milk?

a) Arokya 
b) Akshaya 
c) Komatha 
d) Any other 

12. Are you aware of the promotional strategies followed by Aavin milk?

a) Yes 
b) No 
If yes, what promotional strategies they follow?

a) Stalls 
b) Sales peoples 
c) Advertisement 
d) Direct sales 

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13. What is your requirement of milk (per day usage)?
a) Below 1 litre 
b) 1 – 3 litres 
c) Above 3 litres 

14. How long you have been buying the existing brand?
a) 1 Month 
b) 3 Month 
c) 6 Month 
d) 1 Year 
e) above 1Year 

15. How do you grade the service of Aavin?

a) Good 
b) Fair 
c) Poor 

16. How is the behavior of Aavin milk agent towards customers?

a) Good 
b) Fair 
c) Poor 

17. What is your opinion regarding the deliver of Aavin milk?

a) Satisfied 
b) Highly satisfied 
c) Neither satisfied nor dissatisfied 
d) Dissatisfied 
e) Highly dissatisfied 

18. What is your opinion regarding the packaging of Aavin milk?

a) Satisfied 
b) Highly satisfied 
c) Neither satisfied nor dissatisfied 
d) Dissatisfied 
e) Highly dissatisfied 

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19. Which factor do you think has the most attractive feature of Aavin milk?
a) Quality 
b) Price 
c) Freshness 
d) Availability 
e) Delivery 

20. Quantity of milk packets available?

a) 100 ml 
b) 200 ml 
c) 250 ml and above 

21. Are you satisfied with the quantity of milk packages provided by Aavin ( like 100 ml,
200 ml, 250 ml) ?
a) Yes 
b) No 

22. State the level of satisfaction perceived by you with Aavin milk

Neither
Highly satisfied Dis- Highly
S.No Factors Satisfied
Satisfied nor satisfied dissatisfied.
dissatisfied
1. Quality

2. Price
3. Package
4. Taste

5. Availability
6. Freshness

23. Suggestions to improve the sales of Aavin Milk.

- 76 -
 BIBLIOGRAPHY
1. PHILIP KOTLER : Marketing Management.
The millennium Edition
Prentice Hall of India(P) Limited.

2. Dr. D.D.SHARMA : Marketing Research Principles,

Applications & Cases by
Dreams Visual,s Chennai,1997

3. C.R. KOTHARI : Research Methodologies Methods,

Techniques 2nd Edition.
Wishwa Prakasam.
New Delhi, 1997.

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