International Journal of Management, Technology And Engineering ISSN NO : 2249-7455

A comparative analysis of National and Regional Brands of milk

and its influence on Consumer Behaviour with reference to Pune
Rajni Pathak
Assistant Professor

Balaji Institute of Management and Human Resource Development, Pune.

Contact: 7575801487, Email id:incrajni@gmail.com

Abstract
Milk is one of the important constituent of healthy diet and also referred to be as the main source
of calcium which helps to strengthen body & make our immune system strong. The milk
production across India is increased by the dairy cattle goat, buffalo, sheep & cow. India is also
one of the largest milk producing country in the world.

Consumer Behavior is the study of consumer needs, wants for any specific behavior of customer
while, selection, purchasing, using, evaluating & disposing of goods and services that they expect
will satisfy customer needs& wants. Consumer is highly influenced by the brands, offering &
marketing activities like advertisement etc. As we all know branded products make a huge impact
on consumers but still sometime people prefer to purchase the product which they are using since
long and very much satisfied also, whether it is a national branded or local product.

In this research paper the main focus is on impact of National branded product or regional brand
product (milk) on consumer behavior. To identify the Brand awareness among consumers of
various milk companies (National or Regional) and the level of satisfaction of respondents in
purchasing of various brands of milk, is the objective of the study.

Introduction
Consumers are those people who buy the product &customer are those who consume the purchased
product. Different customer shows different behavior towards the branded and local product
therefore study of their behavior is very important task for marketing person or company. If a
consumer is satisfied with a product (Regional or local) then he will be committed with particular
brand &will be loyal with that brand.

Consumption of milk is always very much in India. But with the rise in disposable incomes of
customer the demand for milk and related items is increasing day by day. Milk is said to be among
the most important part of the diets of Indian after wheat and rice. The production of milk in India
starts from remote or rural areas to the highly urbanized ones. India is highly commended for its
high contribution of buffalo milk due to various reasons like high fat content and a presence of
other nutrients. Few major brands that have been dominating the diary industry in India since

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quite a few decades is Amul, Parag, Mother Dairy, Paras & Gokul. As Indians are very peculiar
and selective about the milk that they consume they do not want to switch to other brands or try
out other brands. They like sticking to trusted brands and the brand that has unquestionably taken
a major mind share of the Indian population as far as milk is concerned is Amul, Mother Dairy,
Parag Paras & Gokul. We can easily be called the top milk brand in India due to its quality and
distribution as well as Brand. But still preference of people staying in different states can differ
and they may be interested to purchase some local branded product (milk) in that states.

So here is a list of some top brands of milk in India:

Amul

Mother Dairy

Parag

Paras.

Gokul

In Pune, many people prefer to purchase some regional brand of milk like:

Katraz

Chitale

Govind

The usage of regional brand (milk) in Pune and its awareness is increasing everyday. More brand
awareness among consumer and increase in consumption is happening due to many reasons like
price, Quality & preference and Distribution.

Objectives of Study
1. To study the influence of National Brand & Regional Brand milk among the consumer
while purchasing milk.
2. To identify the brand awareness (National and Regional Brand of milk) & the level of
satisfaction among the consumer.

Scope of study
For the purpose of study, the researcher has chosen the following area to do the survey.

1. Coverage Area: Pune

2 Municipal Corporation

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International Journal of Management, Technology And Engineering ISSN NO : 2249-7455

PCMc – WAKAD

Review of Literature
Dr S Sivasankaran & Dr R Sivanesan 2013) made an attempt to find out that consumers get
satisfied and take decision only on the overall performance of the branded milk products.

D. (Nidhyanatha S. SUGAPRIYA 2013) depicts that customer prefer regional brand of milk due
to some factors like freshness, less addition of chemicals. Regional Brand of milk can be promoted
by effective advertising, improved distribution& by keeping a check on availability of price.

Rubaina (2010) did research on the consumer awareness towards dairy products & to know the
various factors which affect the selection of different national branded milk company.

He also explained that advertising, loyalty, distribution are the factors which can influence the
customer for selection of the branded milk company.

Lokanathan .S undertook as study on the level of Consumer Satisfaction for Mother’s Dairy milk
& its product. The idea behind this research was to understand the customer’s views, opinion &
satisfaction level to wards Mother Dairy & also why they prefer over other Regional brands.

Mrs Sonali Dhawan conducted a research on consumer behavior towards various branded& non
branded milk in Madhya Pradesh and came to a conclusion that the intake of unbranded milk or
regional brand of milk is widespread & people generally prefer unbranded milk rather than branded
milk.

The present study attempts to bring out the factors leading to the purchase behavior & perception
of consumer in buying regional or branded milk. The study also found that value addition in
Regional brands of milk (like skim, half skim, and full skim) should be done without
compromising the quality & deep market research and development should be taken care in such
brands.

The purpose of advertisement of any National brand milk like Parag, Amul, Gokul and Paras
should be ethically beneficial for the consumer. As the regional and National competitors are
coming in market their should not be any compromise in the quality of product.

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Research Methodology
The data collected is from primary data of various areas of Wakad. Primary data collected
through sample size of 100 respondents.

DATA ANALYSIS & INTERPRETATIONS

1. The consumption of National & Regional Brands of milk.

Brand No of Respondents Percentage
National Brand 40 40%
Regional Brand 60 60%
Total 100 100%
After collecting the data, we came to know the usage of milk among the respondents between
National Brand &Regional Brand is that almost 55% customer use Regional Brand & 45%
usage is National Branded milk.

2. What are the various reasons for not using Amul, Parag, Mother Dairy and Paras?
Reasons No of respondents Percentage %

Price 20 20%
Chemicals 22 22%
Distribution 25 25%
Satisfied with 25%
Regional brand 25
milk
Total 100

After asking from respondents we came to know that out of 100, respondents 25 customers do
not use National branded milk because they are satisfied with the regional brand milk and due
the distribution of regional brand milk they are not purchasing National brand milk like Amul,
Mother Dairy etc.

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3. The type of National & Regional milk brand consumed by respondents.

Brands No. of Respondents Percentage %
Amul 10 10%
Parag 9 9%
Gokul 20 20%
Katraz 25 25%
Chitle 22 22%
Gowardhan 9 9%
Mother Dairy 5 5%
Total 100

This data gives a clear picture that out of 100 respondents 25 respondents are using regional
brand milk (Katraz) then Chitle out of the various national brand milk available.

4. What do you do No. of Percentage %

when any of the Respondents
National Brand milk
(Amul,Parag, Mother
Dairy and Paras )price
increases?
Change in Brand 25 25%
Switch to regional 40 40%
brand milk
Decrease in purchase 10 10%
of amount of milk
Does not affect 25 25%
Total 100

After asking from respondents, we understood that out of 100, 40 customers switch to Regional
Brand milk and some of them (25) stick to National Brand but change the company.

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5. The preferable places from where respondents purchase milk.

Places Respondents Percentage %
Dairy 25 25%
Super Market 10 10%
Home Delivery 50 50%
Kirana Shop 15 15%
Total 100

After collecting the data we came to know that 50 percent respondents purchase milk (Regional
or National) through a Home Delivery as it is convenient for them.

6. What will be the various factors which will affect the consumption of National Brand (Amul,
Parag, Mother Dairy and Paras) milk?

Factors Respondents Percentage%

1.Advertising 15 15%
2.Decrease in 25 25%
price
3.More 30 30%
distribution
4.Quality 30 30%
improvisation
Total 100

The respondents give very valuable information after asking the factors which can increase or
decrease the consumption or usage of National Brand milk, and we came to know that out of 100,
30 % respondents are those who feel that Distribution and Quality are the factors which can affect
the usage of National Brand milk.

Suggestions & Conclusion

1. In Pune, the consumption of Regional brand of milk is more comparative to National Brand
milk. Although Parag and Amul is a well known brand but still people preference is more
towards Chitle & Katraz.

2. The branded company should increase the distribution especially in remote areas where people
are not aware about these branded milk companies name.

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3. The local kirana and home delivery service should promote the branded company like Amul,
Parag and Gowardhan.

4. The price is also a very big factor behind the consumption of regional brand of milk.

5. Branded company should reduce the price so that it is affordable to purchase by the middle
level or low income people.

6. At the time of doing advertisement the National Brand of milk should focus on showing it as
Natural not adulterated.

7. Training and educational programs should be provided by National brand Milk Company for
retailers and home delivery services to give knowledge about storing and displaying milk and its
products to consumer.

REFERENCES

1. Dr. S L Gupta: An Indian Perspective of Consumer Behavior.

2. Rubaina,(2010) A study on customers preference towards dairy products.

3. Lokanathan. S(2008) A study on customer satisfaction towards Mother Dairy Products.

4 .www.indiadairy.com/news_nexthtml(2000)

5. Kubendran, v and Vanniarajan, t(2005) Comparative Analysis of Rural &Urban

Consumers of Milk Consumption, Indian Journal of Marketing. December pp.27-30.
6. Bhanj&Tripathi (2004) Strategic Intervention through Dairying for Rural Development,
Journal of Rural Development.Oct-Dec,pp 84-97.
7. Sachiffman L.G and Kaushik L.L (2008). ‘Consumer Behaviour.12th EDITION, Pearson
Prentice hall of India, New Delhi.

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