ANNEXURE

A STUDY ON CONSUMER ATTITUDE AND BUYING BEHAVIOUR

TOWARDS MILK

Demographic Profile
1. Age :
2. Gender :

3. Residence Rural Semi Urban Urban

4. Education :
5. Occupation :

6. Type of family Nuclear family Joint family

7. Number of family members : Male: ................ Female: ..................

8. Number of Children in family: Below 18years..... 18years and above......
9. Number of earning members in family:
10. Family income Per month : Rs. .....................................

Attitude/Buying Behaviour
11. Do you or your family members buy milk or other dairy products? (Please for
each products)
Product Milk Curd Butter Ghee
Yes
Response No

If No, Due to .....................................................................................

12. Who usually buys milk in your family?

Husband Wife Parents Children Collective

13. Who usually buys milk products in your family?

Husband Wife Parents Children Collective

14. Who decides what Brand of dairy to buy?

Husband Wife Parents Children Collective

15. Monthly expenditure on the consumption of following products

Product Milk Curd Butter Ghee
Expenditure in
Rs.
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16. Are you fulfilling your family demand of milk and other dairy products with
your monthly family income?
Yes No
17. Where do you usually buy milk and milk products given in the table
below? (Please ANYONE location for each products)
Location/Product Milk Curd Butter Ghee
Farmer
Street vendor
Green Market
Grocery Stores
Supermarkets
Milk Booths
Bakeries
Door Delivery
Dealer
Wholesaler
Not buying

18. Your preference on type of milk using Fat %

Not seeing No Fat ⃞ Less Fat ⃞ Medium Fat ⃞ Normal ⃞
19. How do you consider the characteristics given below for milk?
(Please suitably)
Characteristics Very Important Not Very Unimportant
Important Important
Nutritive content
Taste
Product safety
Price
Brand
Wrapping
Package Size
Product origin

20. Give the brand name of milk you consuming now...........................................

21. If consuming more than one brand of milk at a period of time, please ( ) the
reasons
Non Availability Differential preference of taste Not applicable
Others..........................................................................
22. Quantity of milk Consumption per day.
250ml 500ml 1litre 1.5litre 2litre
others..............
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 23. Preferred packet size (or) quantity of milk
purchasing 250ml 500ml 1litre

24. How many times do you purchase milk in a day?

Once in a day Twice in a day Whenever needed in a day

25. Do you think your brand of milk does effective advertisement (Please for
each products)
Product Fluid milk Curd Butter Ghee
Yes
Response No

26. ate the media of advertisement on milk that attracts you. (Please suitably
for each media)
Media / Effectiveness More Attracti Less Not
Average
Attractive ve Attractive Attractive
Television
Radio
Digital Boards
Word of Mouth
News Paper
Pamphlets / Bit Notice

27. Promotional effectiveness for milk brands (Please the appropriate number
from 5-Strongly Agree, 4-Agree, 3-Neutral, 2- Disagree, 1-Strongly
Disagree)
Statements 5 4 3 2 1
I have often comes across the news stories of my brand
in news paper/TV/Radio
I have often seen the advertisement of milk brands
Advertisement focus on brand awareness
Advertisement tempted me to buy the current product
I buy the brand of milk that maintain good public
relation
The milk brand provides excellent personal selling
Milk brand have point of purchase display
Milk brands provides exciting offers
I listen to the comments of others before buying any
brand of milk
Milk brand engages sample sale of products.
28. Preferred payment mode.
Cash Credit Advance Payment

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29. Influence of Price in selection of milk. (Please the appropriate
number from 5-Strongly Agree, 4-Agree, 3-Neutral, 2- Disagree, 1-Strongly
Disagree)
Statements 5 4 3 2 1
I select milk and its products based on the price
Increase in price won’t let me change my brand
I expect the price to be within certain acceptable price range
Irrespective of the price, I choose my favourite brand
If the price is high, then the quality of the product is good
Door delivery encourages me to pay more
30. Buying Decision of Consumers (Please the appropriate number from
5-Strongly Agree, 4-Agree, 3-Neutral, 2- Disagree, 1-Strongly Disagree)
Statements 5 4 3 2 1
I am willing to make an effort to search my favourite brand
I compare number of alternative brands before taking a
final decision to buy the product
I used to buy the milk whichever available in the market
It would give me great pleasure in purchasing the brand
I quit my purchase decision if the brand which I used to
buy is not available
I used to buy the Personal experience
product based Personal sources (Friends and Family)
on the Commercial sources (TV, Radio,
information Magazine, pamphlets, News Paper)
collected from
31. Factors that influence you towards your present brand (Please suitably for
each factor)
Factors/Influencing Highly Influe Neutr Not Highly Not
Influen ncing al Influence Influencing
cing
Good for Health
Brand Name
Door Delivery
Promotional Activity
Friends/ Relatives
Doctor recommendation
Availability
Reasonable price
Freshness
Mnf/Expiry Date
Taste
Package Size
Prompt Supply
Fat Control
32. Buying the present brand of milk for................................period (Years/Month).
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33. Mention the names of previous brands of milks you used (If applicable)..............