Professional Documents
Culture Documents
CERTIFICATE
ACKNOWLEDGEMENT
LIST OF TABLES
LIST OF CHARTS
CHAPTER
TITLE PAGE NO.
NO.
BIBLIOGRAPHY
APPENDIX
LIST OF TABLES
NAME OF THE TABLES PAGE
1
TABLE
NO. NO.
2
4.15 KNOWING THE BRAND 72
LIST OF CHARTS
PAGE
CHART
NAME OF THE CHARTS NO.
NO.
4.1 AGE-WISE CLASSIFICATION OF THE RESPONDENTS
45
4.2 GENDER-WISE CLASSIFICATION OF RESPONDENTS 47
3
4.3
MARITAL STATUS OF RESPONDENTS 49
4.4
EDUCATIONAL QUALIFICATION OF THE RESPONDENTS 51
4.5
OCCUPATION OF THE RESPONDENTS 53
4.6
INCOME LEVEL OF THE RESPONDENTS 55
4.7 DIFFERENT QUALITY NAME
57
4.8 CONSUMPTION PERIOD OF THE RESPONDENTS
59
4.9 QUANTITY USAGE BY THE RESPONDENTS
61
4.10
REASONS FOR USAGE 63
4.11
PRODUCT PRICE AFFORDABLE OF THE REEPONDENTS 65
4.12 BRAND FEATURES OF THE AAVIN MILK
67
4.13 DISTRIBUTION OF THE PRODUCT
69
4.14 RECOMMENDATION OF THE BRAND
71
4.15 KNOWING THE BRAND
73
4.16 CONTINUOUS USEAGE OF BRAND
75
4.17 OVERALL SATISFACTION
77
CHAPTER- I
1.1 INTRODUCTION
4
Health is the level of functional or metabolic efficiency of a living organism. In
humans, it is the general condition of a person's mind and body, usually meaning to
be free from illness, injury or pain (as in "good health" or "healthy"). The World
Health Organization (WHO) defined health in its broader sense in 1946 as "a state of
complete physical, mental, and social well-being and not merely the absence of
disease or infirmity. “Although this definition has been subject to controversy, in
particular as lacking operational value and because of the problem created by use of
the word "complete," it remains the most enduring. Other definitions have been
proposed, among which a recent definition that correlates health and personal
satisfaction. Classification systems such as the WHO Family of International
Classifications, including the International Classification of Functioning, Disability and
Health (ICF) and the International Classification of Diseases (ICD), are commonly
used to define and measure the components of health.
A success story on the dairy in India during the sixties was the farmer owned
Amul co-operative in Anand (Kaira DT, Gujarat) with its integrated approach to
Production, procurement processing and marketing on co-operative lines. Over the
years, this ensuring maximum returns to them. This model came to be known as
“AnandPattern”.
6
Programmecalled “operation flood” was launched in 1970 under the aegis of the
National Dairy Development Board (NDDB). NDDB functioned as the technical
consultants, while Indian Dairy Corporation as the funding agency. The ideology
followed by “operation flood” was the remunerative linking of rural milk producing
centers with the urban demand centers so as to build up a viable dairy industry.
Marketing plays a vital role in fast moving world. It helps to identify the needs, want
and demand of the customer. It gives main suggestion to the production unit and the
business people to capture markets. Marketing also identifies the customer Needs,
want and demand. We can get lot of suggestion from the concessionaire regarding
customer‟s interest and our products strength and weakness. The concessionaire
plays a vital role in distribution of the product. In present world it is clear that no
business can run successfully without marketing.
Aavin Perambalur union plays a vital role in marketing. The success of the Milk
and dairy products depends not only, the marketing but also the customers‟ behavior
pattern towards their product. To have better marketing the union needs a maximum
inspiration from the customer side. If marketing is done without the execution of
customer, it cannot run success fully for a long period of time. So an analytical study
is conducted based on customer satisfied with regard to market the milk and it by
product.
7
The study is carried out understand the level of satisfaction Aavin milk. Users
in Perambalur District the study makes an attempt to know the awareness level of
customer about the service. So the study can be useful to know more about the
Aavin products and various services provide by it. The study tries to give a detailed
picture about the Aavin milk. The information gathered through the study could be
useful to the company to the formulate future practices and strategies to attract
customers. The geographic scope of the study is limited to Aavin milk in Perambalur
District.
8
Primary Data:
The primary data was collected from the Aavin milk users, through structured
questionnaire and discussion with the Aavin milk users.
Secondary Data:
A part from primary data, the secondary data is being collected through Text
Book, Journals, Reports and websites.
Sample Size:
Most of them were used Aavin milk in day-to-day life. Out of these, the
researchers were selected 50 users of Aavin milk.
Sampling Area:
The researcher were collected the primary data from tenkasi city and shenkottai.
Therefore the researcher adopted convenience sampling for the purpose of
collecting the primary data.
The study covers the periods of three months from the respondents during
February 2022 to April 2022
Instrument:
Methods:
9
The researcher was conducted by using contact methods through
Questionnaire, interview and Observation.
The data is analyzed with “Simple analysis technique”. The data tool is
percentage method. Percentage method used in making comparison between two
or more criteria. This method is used to describe relationship. Percentage of
respondents =No. of Respondents/ total No. of Respondents X 100, Cross
tabulation among the employee background and other welfare factors and Chi –
square test where also applied.
2. There is no significant relationship between reason for using the product and
overall satisfaction of Aavin milk.
• The time limit is one of the main factors to conduct the study effectively.
• The data collection is applicable in Perambalur District only.
• The time period of research was restricted to limited days.
• The different views and opinions provided by the respondents were Subjected to
Personal bias.
10
• The respondents may not be true in filling up the questionnaires.
• The study was only confined to 50 respondents.
• The reliability of the data may not be dependable.
CHAPTER – II
2.1 INTRODUCTION
11
Chilling, packing and sale of milk to the consumers etc., hitherto dealt with by the
Tamilnadu Dairy Development Corporation Ltd., were transferred to the newly
registered Tamilnadu Co-operative Milk Producers' Federation Limited, popularly
known as "Avin".
In the wake of liberalization policy, private dairies have also entered into the
field of dairying. As per the directions of the Hon'ble Chief Minister of Tamilnadu high
priority has been given for improving the performance of milk Co-operatives by
adopting a systematic approach and proper strategy in Milk Co-operatives.
Significant achievement has been made by Milk Producers' Cooperative Societies,
Unions and Federation in the State of Tamilnadu.
(1) Assure a remunerative price for the milk produced by the member of the Milk
Producers' Co-operative Societies through a stable, steady and well organized
market.
(2) Distribution of quality milk and milk products to the consumers at reasonable
price.
12
All activities, which are essential for the up gradation of the milch animals and
improving their productivity in the long run, have been undertaken.
The Commissioner for Milk Production and Dairy Development is the Head of
the Dairy Development Department. He is the functional registrar in respect of Dairy
Co-operatives in the State. He is also the Ex-officio Managing Director of the
Tamilnadu Cooperative Milk Producers' Federation Limited. i.e. Avin.
The Commissioner for Milk Production and Dairy Development exercises all the
statutory powers with regard to the registration of societies, supervision, inspection,
inquiry, disputes, liquidation of milk cooperatives including the District Cooperative
Milk Producers' Unions and Federation under the relevant provisions of the
Tamilnadu Cooperative Societies Act, 1983 and Tamilnadu Cooperative Societies
Rules, 1988. While discharging the statutory functions, the Commissioner for Milk
Production and Dairy Development is assisted by the Deputy Milk Commissioner
(Co-operation) in the rank of Joint Registrar of Cooperative Societies and a Deputy
Registrar at the Headquarters besides 23 Deputy Registrars (Dairying) at the District
level by way of conferring the powers of the functional Registrar.
13
milk cooperatives, District Cooperative Milk Producers Unions and Tamilnadu
Cooperative Milk Producers Federation.
The Commissioner for Milk Production and Dairy Development has been
designated as the State Registering Authority for the state of Tamilnadu, under the
provisions of Milk and Milk Products Order'92. All the Dairy units including private
Dairies handling more than 10,000 lpd of milk or Milk Products containing milk solids
in excess of 500 Metric tons per annum have to obtain registration certificate under
the provision of Milk and Milk Products Order'92. The Commissioner for Milk
Production and Dairy Development / State Registering Authority has been conferred
with powers to register the dairy units having handling capacity from 10,000 lpd to 2,
00,000lpd. The Commissioner / State Registering Authority, Deputy Milk
Commissioner (Co-operation) / District collectors and Deputy Registrars (Dairying)
have been authorized to carry out supervision and periodic inspection of the dairies.
14
persons have to approach the Circle Deputy Registrar's (Dairying) office functioning
at the District for further guidance. The members of Primary Cooperative milk society
have to supply milk to the Society which will procure milk on quality basis and they
will receive milk cost once in 10 days / 15 days from the Society. Milch animals are
provided with free veterinary health cover, artificial insemination and the supply of
balanced cattle feed. Inductions of farmers on modern animal husbandry practices
are aimed at by upgrading the milch animals and thereby improving their productivity
in the long run for the benefit of the members.
15
2.7 DISTRICT UNIONS OF FEDERATION
1.Kancheepuram-Tiruvallur
2.Villupuram
3.Vellore
4.Dharmapuri
5.Salem
6.Erode
7.Coimbatore
8.Nilgiris
9.Madurai
10.Dindigul
11.Trichy
12.Thanjavur
13.Pudukkottai
14.Sivagangai
15.Virudhunagar
16.Tirunelveli
17 .Kanyakumari
(2) Formation of new milk routes to collect milk produced by the members of the
societies.
(3) Collection of milk from societies, process and pack in modern dairy plants by
maintaining quality standards.
16
(5) Fixation of procurement and selling price of Milk
(8) Render Veterinary Health Service and emergency service to the cattle of
members of primaries, to impart training on First aid and on Artificial
insemination to the staff of member societies.
(9) Extending Artificial insemination services to the cattle owned by the members of
Milk Cooperative Societies.
(10) Providing milk cans, Milk 'O' testers and LN2 containers.
(11) The milk received at the chilling centres are brought to the Dairy and along with
the received at the Dairy, milk is processed for keeping the quality.
Types of milk such as standardised milk, High fat, High Protein milk, are being
prepared to the requirements of the consumers.
The surplus fat is converted into butter and into ghee. The whole milk surplus is
dispatched to Metro Dairies and Feeder Balancing Dairies viz Madurai, Erode
andTrivandrum.
The High Fat and High Protein milk are packed in 250 ml and 500 m.1 sachets. In
the Dairy milk Beda, Ghee, Ice-cream, Flavoured milk, Rose Milk, Butter milk etc are
being manufactured and marketed.
The processing capacity of Main Dairy, Kovilpatti CC, Valliyur CC, Sankarankoil CC
and Sathankulam CC are 1,00,000; 10,000 ; 20,000 ; 50,000, 10,000 LPD
respectively.
17
Types of milk such as standardized milk, High fat, High Protein milk, are being
prepared to the requirements of the consumers.
MARKETING
The three wings are carrying out the marketing of milk and milk products of the
Federation namely:
18
and 2824 Retailers. The Federation also caters to the needs for functions like
marriages by booking Special Orders.
Standardized milk, Buffalo milk and double toned milk are being sold through
218 Automatic Vending Machines and 98 FRPs to the city consumers. Milk products
are also sold in certain AVM Units. Sachet milk sales are also carried out in AVM uni
2.11 MAJOR OBJECTIVES OF THE 13TH FIVE YEAR PLAN FOR ENHANCING
THE CONTRIBUTION BY THE DAIRY DEVELOPMENT DEPARTMENT
To increase milk procurement from 146 LLPD to 862 LLPD through organized
sector and from 30 LLPD to 42 LLPD through Co-operative sector.
STRATEGIES
ENHANCEMENT OF MILKPRODUCTIVITY:
To improve the animal milk productivity and increase the milk production in MPCS
STRATEGIES
19
Small cattle feed mix unit will be established at strategic places and the
availability of cattle feed at a reasonable price will be ensured. The societies will be
allowed to develop Fodder cultivation for their requirement. To purchase high breed
animals from Government cattle farms, Scheme will be formulated. Calf rearing
scheme will be introduced.
To handle the additional milk procured through Co-operatives with quality standards.
QUALITY ASSURANCE AND SAFE MILK CONCEPT
To achieve food safety in milk and milk products advanced testing facilities will
be created at District level and state level.
STRATEGIES
20
A customized ERP software for all the units of Aavin through online
environment will be created. An integrated MIS data processing and information
retrieval software will be created.
MARKETING INFRASTRUCTURE
To improve and ensure the availability of Aavin milk round the clock at
reasonable price to consumers.
STRATEGIES
STAFF WELFARE
annum
2 Ghee 13.0 MT 14.00 MT 15.00 MT 16.00 MT 17.00 MT
3 SMP 100 MT 120 MT 130 MT 140 MT 150 MT
2.13 PROGRAMME’S
Society infrastructure
22
To provide buildings to 300 MPCS at an estimated cost of Rs.1200 Lakh.
To provide SS milk cans, stainless steel milk collection kit, milk testing equipments,
milking machines, water softening unit, feed mixing units, computers etc., to 250
MPCS procuring milk more than 1000 liter at a cost of Rs. 1250 Lakh.
To install 300 Bulk milk coolers at a total cost of 5625.00 Lakh.
LOCATION
23
Situated in 37.725 acres of land taken on lease from the Forest Department,
adjacent to the Gymkhana Club, Ooty.
II. OBJECTIVES
To produce Frozen Semen Straws from genetically superior Jersey, Friesian and
Cross-bred Bulls and supply the same throughout Tamil Nadu for Artificial
Insemination of Cattle.
To augment milk production in local cattle in the milk sheds of Tamil Nadu under
Operation Flood by Cross-breeding through Artificial Insemination using quality
Frozen Semen produced from high milk yielding pure-bred and cross-bred bulls with
superior germ plasm.
Frozen Semen Straws produced from this unit are distributed to all the District
24
Co-operative Milk Producers‟ Unions in Tamil Nadu.
9SPECIAL ACHIEVEMENTS
1. The Nucleus Jersey and Stud Farm has been granted the ISO 9002:1994 Quality
System Certification by the Bureau of Indian Standards vide License No.
QSC/L008958with effect from 25-02-2002. Now, the Quality System Certification of
ISO 9002:1994 has been upgraded to ISO: 9001:2000.
3. Among the 13 Farms maintained by the Co-operatives in India, this Farm is the
first one to get ISO 9002:1994 Certification.
4. Even in Tamil Nadu this is the only Farm with ISO 9002:1994 Certification.
5. Out of about 65 semen stations evaluated all over India, The Nucleus Jersey
Farm was awarded “A” GRADE by the Government of India based on the
evaluation carried out by the Central Monitoring Unit constituted by the
Department of Animal Husbandry and Dairying, Government of India. Only 7
Semen Stations have obtained “A” Grade in the country.
7. For the Milk Producers of Dairy Co-operative Societies of various Districts and for
the under graduate students of Veterinary Colleges this Farm is highly educative.
8. Many Farmer/Producers visit this farm and seek guidance to start small dairy
farms of their own at their places.
25
Field Performance-Recording Programmer is being implemented by the
Federation with the financial assistance of Government of India through the
Tamilnadu Livestock Development Agency, for production of crossbred bulls
required for breeding of milch animals belonging to Milk Producers. Under this
Programmer, high yielding cows are identified and screened for diseases. Then a set
of cows free from diseases are selected and impregnated by way of Artificial
Insemination and on calving their milk yield is recorded. Among them, the high
yielding cows based on the milk recording are selected as Bull Mothers for
production of cross bred bulls.
26
19 ,, 500 gm 200.00
20 ,, 200 gm 80.00
21 SKIM MILK POWDER 1 kg 320.00
22 ,, 500 gm 160.00
23 FLAVOURED (Tetra pack) 200 ml 25.00
24 MAVIN 200 ml 20.00
25 PINE APPLE 200 ml 26.00
26 AVIN 200 ml 30.00
27 TETRO FINO 500 ml 32.00
28 SMTP 1000 ml 70.00
29 TONED MILK 1000 ml 58.00
30 VANNILA 200 ml 35.00
31 ORANGE 200 ml 30.00
32 CARROT 200 ml 30.00
33 MALT 200 ml 30.00
34 BANANA 200 ml 30.00
35 BADAM 200 ml 30.00
36 MANGO 200 ml 30.00
37 BUTTER MILK (tetra packs) 200 ml 20.00
38 SKIMMED MILK (tetra packs) 200 ml 20.00
39 OOTY TEA 100 gm 25.00
1. Ice creams
2.Butter milk
3.Khova
4.Skimmed milk
5.Ghee
27
6.Butter
7.Flavourd Milk
8.Cheese
9.Avin mango drink
10.Avin introducing sugar free ice cream in cups health conscious consumer .It is
calorie conscious product
At present 25 milk distributors have been appointed and around 70,000 liters
of milk are being sold through to the milk distributors, everyday. TCMPF also caters
to the needs of Consumers by booking special orders for the supply of milk in
connection with marriage Functions and special requirement. The three wings are
carrying out the marketing of milk and milk products of federation.
CHAPTER - III
3.1 INTRODUCTION
Everybody in this world is consumer each of one buying and consuming goods
and services in the life. Consumer behavior is very complex and is determined to a
large extend by social and psychological factors and it is necessary for marketing
manager to understand properly before he plans his marketing strategy. All the
consumers have different taste, likes and dislikes and adopted different behavior
patterns, while making purchase decision. Your preference for any product will not
be the same your spouse. The detailed study of buyer behavior provides us with
reasons why consumers differ from another in buying and using products and
services.
28
3.2 BUYING MOTIVES OF CONSUMERS
A buying motive means what induces a customer to buy a product. there is a buying
motive behind every purchase. But the motive may be differ one buyer to another.
For example one person may buy a watch to keep time will another may by it as a
gift for his beloved? A marketer must understand the buying motives of different
kinds of customer in order to develop an effective marketing mix. Buying motives
may be classified as follow as.
Internal buying motives are inherent in the minds of consumers. They arise from
the basic need like hunger, safety, comfort, pleasure, ect. Internal buying motives
may be rational or emotional. External buying motive are those which a customer
learns or acquires from his environment. Social status, social acceptance,
achievement ect, are examples of such motive. Income, education, occupation,
religion, culture, family and social environment influence external motives.
Rational buying motives are those which are based on logical reasoning and
consideration of economic consequence. They include the cost, durability and
dependability of the product / services. Emotional buying motives are based on
personal feelings. These motives include ego, prestige, love and affection, status,
prides ect.
Product motives are of two types such as primary and secondary. Primary buying
motives are the reasons due to which consumers buy one class of products rather
than another. These motives arise directly from human need and wants. These
include the desire for health, beauty, knowledge, relaxation, recognition ect.
29
Secondary or selective buying motives induce consumers to buy certain kinds of
products. These include desire for convenience, dependability, durability, economy,
versatility ect.
i) Physiological Needs:
These are considered to be basic needs and have the first priority. Need for food,
drink, sex ect. Come under this group.
Also termed as belongingness and love needs. The act of purchasing in society.
Most of the luxury item is bought to satisfy this need.
Needs arising out of the desire to achieve self-respect and prestige in society.
Most of the luxury items are bought to satisfy this need.
v)Self-actualization:
This is perhaps the final type of need and depends more on prior fulfillment of
basis needs. Such needs are the result of one‟s desire to get the maximum of
one‟s capabilities. Sophisticated instruments bought by professionals are
examples.
30
Buying Motives
The complexity of influence on the customer is very great, and various elements
described above are only general in nature. There is no single factor that can be
identified behind buyer motives. In fact, various factors jointly influence the buyer
behaviour. These are only infrastructural, and when the buying process starts
there may be many other factors such as price, after-sales service ect.
Influencing the final buying decision.
I. Personal Factors
a) Demographics
31
b) Life Styles
c) Situation
Situation factors are influences resulting from circumstance, time and location
that affect the consumer buying behaviour. For example, buying a car tyre after
noticing a badly worn-out tyre is a different experience that buying a tyre after a
blowout in the highway spoils your vacation. Situation factors can shorten,
lengthen or terminate the consumer buying decision process. These factors can
be classified into five categories-physical surrounding, social surroundings, time
perspective, time definition and antecedent states.
The factors that other people exert on buying behaviour are called social
factors. These factors are as follows.
Role means than actions and activities that a person is supposed to perform.
A person occupies several positions and, therefore, he / she have many roles.
For example, a man may perform the role of son, husband, father, employer of
employee. An individual‟s roles influence both general behaviour and buying
32
behaviour. The demands of a person‟s many roles may be inconsistent and
confusing. To illustrate, a man‟s wife and mother may require him to buy different
types of products. Family influences may have a very direct impact on buying
behaviour. Parent teaches children how to cope with a person acquires the
knowledge and skills to function as a consumer are known as consumer
socialization. Female member of a family generally make buying decisions
concerning household items like food, healthcare, and laundry. The type of family
decision-making used depends on the attitude and values of family and who does
the actual buying.
b) Reference Group
c) Opinion Leader
Cultural is the aggregate for customs, beliefs, values, and objects a society
uses to cope with its environment and passes in to future generations. Cultural
33
permeates our daily life and therefore influences buying behaviour. Our cultural
determines what we want and wear, where we reside and travel. It also
influences how we buy and use products. Culture in India, fast food outlets have
mushroomed all over the county. A culture consists of several sub-cultural may
have strong preference for specific types of food, and clothing.
Factors that operate within individual and determine their general behaviour
are as follows:
a) Perception
b) Motives
34
c) Learning
d) Attitudes
e) Personality
f) Self-concept
35
reflect and enhance the self-concept. A person‟s self-concept may also influence
selection of product category and brand.
Introduction
The process through which consumers proceed while making the buying
decisions is known as the consumer buying decision process. This process
consists of five stages as shown in.
a) Problem Recognition
A buyer recognizes the problem when he becomes aware of the desired state
and an actual condition. For example, a housewife who has been cooking food on
her gas stove starts feeling the need for a microovan. She recognizes that a
difference exists between the desired state-a microovan and the actual conditiona
gas stove. She, therefore, decides to buy a micro oven. The speed with which a
consumer recognizes the problem can be quite fast or slow. Something‟s, a
person has a problem or need but is unwire of it. Marketers use advertising,
personal selling and other methods to help trigger recognition of such needs or
problems. For example, a firm marketing microovan may show in its
advertisements the various types of dishes which can be prepared with the help of
microovan and which are not possible on gas stove.
b) Information Search
36
communication has stronger impact on consumer judgments than print media.
Consumers generally view information from public sources (government reports,
publications and news) as higher credible. Marketers repeat advertisements and
use visual to increase consumer learning of information. Those brands which
initially come to mind when considering purchase are called “evoked set”.
c) Evaluation of Alternatives
d) Purchase
At this stage, the buyers choose the product or brand to be bought. Product
availability may influence which brand is purchased. For example, if the brand
ranked highs is unavailable, the buyer may purchase the bran ranked second.
During this stage the buyer also chooses there seller form whom he or she will
buy the product. The terms of sale (price, delivery, warranty, maintenance
agreements, installation and credit arrangement) are settled. Finally, the actual
purchase takes place.
After the purchase, the buyer beings evaluating the product to ascertain if
actual performance is meet the expectations. Many criteria used in evaluating
alternatives are applied again for this purpose. The outcome of this stage is either
satisfaction or dissatisfaction. Shortly after purchasing an expensive product, a
buyer doubts whether he made the right decision. This is called cognitive
dissonance. For example, after buying a microovan for Rs.10, 000 a housewife
37
may wonder whether she purchased the right brand and quality. A buyer
experiencing cognitive dissonance may attempt to rerun product or seek positive
information about it of justify her choice. Marketers, sometimes, attempt to reduce
cognitive dissonance by sending results of studies showing that consumers are
very satisfied with the brand. Such result is sent to recent buyers.
I) Economic Theories
Marketers, bowered, do not accept his theory, on the ground that it fails to
explain how product and brand preferences are formed. Further, economic
factors alone cannot explain variations in sales. For instance, when price is
reduced some may not buy, thinking that quality of the product has gone down.
38
On the contrary, the general feeling is that a price reducing increases the relative
value of goods and hence sales increase.
This theory is based on the fact that purchasing power is the real determinant
of buying. Purchasing power, on the other hand, is dependent on „disposable
income‟ i.e., income left after payment of tax and savings. The marketers are
interested in examining the effect of changes in income on spending and saving
as this will have direct berating on buying habits. The theory states that personal
consumption spending tends both or rise and fall at a slower rate than dose the
disposable income. In certain situations, spending rise faster than income and,
are certain other time, a higher proportion may be saved.
b) Cognitive Theory
39
theory further states that even after a well-thought-out purchase, the consumers
undergo same out of discomfort, fear or dissonance. This post-decision anxiety is
caused by role logical arising from doubts on the decision taken. The consumers
go on comparing the merits of the product bight with substitutes or start analyzing
drawbacks of the product. Such customers require some reassurance form the
seller stressing that the decision taken is a wise one.
Super ego is a person‟s conscience. It is highly rational and tries to keep the
activities morally right, in essence, the id urges an enjoyable act; the super ego
presents the moral issues involved and the ego acts as the arbitrator in
determining where t process or not. This is turn, has contributed some useful
insights in the advertising and packaging fields.
40
IV) Socio-cultural Theories (Group Theories)
The credit for formulating this theory goes to Thorstein Veblen (1899) and the
theory is sometimes known as „Veblenian model‟. He asserted that man is
primarily a social animal and his wants and behaviour are largely influence by the
group of which he is a member. The tendency of all people is to „fit in‟ a society
in spite of their personal likes and dislikes. Most of the luxury goods are bought
primarily because one‟s neighbor or friend of the same status bought it.
Reference Group indicates the position of a particular group of persons in a
society. Man is essentially a social being and interacts with other individuals in a
variety of social group.
Consumers are social being and belong to social group: cultural ones based
on families and religions: sub-cultural based on regional entities; social class
based on income or division of labor (e.g., upper class, middle class, and lower
class). Among these variables, perhaps, family plays an important tale in
behaviour formation. Family life cycle provides a basic criterion for deciding buyer
behaviour on the basis of different stage through which life of an individual
passes.
CHAPTER – IV
Table - 4.1
41
Total 50 100.0
The above table indicates that the age wise classification .36.0 percent of the
respondents belonging in the age group of below 30 years, 30.0.percent of them
were between the age group of 30-40 years, 24.0 percent of them between 40-50
years, and only 10.0 percent of them were in of 50 & above .
Majority of the respondents i.e. 36.0. percent belonged to the age group below 30
years.
Chart – 4.1
42
AGE-WISE CLASSIFICATION OF THE RESPONDENTS
Table -4.2
Chart – 4.2
Table – 4.3
44
Marital Status No. of Respondents Percentage
Married 35 70.0
Unmarried 15 30.0
Total 50 100.0
Source: Primary Data
The table highlights that the marital status of the respondents. As such, 70.0 percent
of the respondents got married and 30.0 percent of the respondents were UN
married.
Chart – 4.3
45
Table – 4.4
46
As per that the table disclosing the educational qualification of the 24.0
percent of them were SSLC,42.0 percent of the respondents were Graduate, 24.0
percent of them were of Professional Course and 10.0 percent of them were other
categories.
Chart – 4.4
47
Table – 4.5
As per the Table disclosing that the educational qualification of the respondents,
26percent of the respondents were farmer, 20.0 percent of the respondents were
government employee. 34 percent of the respondents were private employee and
20.0 percent of the respondents were professional.
Chart – 4.5
48
Table – 4.6
49
Table explicit the monthly income of the respondents.30 percent of the
respondents earned monthly income was below Rs.10000, 24 percent of them were
earned between Rs.10000-15000,26 percent of them earned between Rs.15000-
20000 and only 20.percent of them earned between above Rs.20000.
Chart – 4.6
50
Table – 4.7
The above table shows that the classification of the different quality name.20
percent of the respondents was using the pasteurized toned quality, 52 percent of
the respondents were using the standardized quality, and 16 percent of the
respondents were using the full cream quality and only 12 percent of the
respondents were using the brand full cream quality.
Chart – 4.7
51
Table – 4.8
The above table shows that the consumption period of the respondents. 14
percent of the respondents were consumed the Aavin milk below 1 year,42 percent
52
of the respondents were consumed 1 to 3 years ,24 percent of the respondents
were consumed 3to 6 years and only 20 percent of the respondents were consumed
more than 6 years.
Majority (42%) of the respondents were consumed the Aavin milk 1 year to 3 years.
Chart – 4.8
53
Table – 4.9
The above table shows that quantity usage of the respondents.16 percent of the
respondents was using the 500ml quantity per day, 48 percent of the respondents
was using the1 liter quantity per day, 22 percent of the respondents was using the 2
liters quantity per day and only 14 percent of the respondents was using the above 2
liters quantity per day.
Majority (48%) of the respondents was using the1 liter quantity per day.
Chart – 4.9
54
Reasons for Usage No. of the Respondents Percentage
55
Source: Primary data
The above table shows that the Reasons for Usage of the respondents.20percent
of the respondents were used for reasonable price, 44 percent of the respondents
were used for good quality, 24 percent of the respondents were used for availability
and only 12 percent of the respondents were used for good brand name.
Majority (44%) of the respondents were used for good quality of the product.
Chart - 4.10
56
REASONS FOR USAGE
Table – 4.11
57
The above table shows that the product price affordable of the respondents. 80
percent of the respondents accepted the product price are affordable, 14 percent of
the respondents not accepted the product price are affordable and 6 percent of the
respondents said no idea to the product price is affordable.
Majority (80%) of the respondents accepted the product prices are affordable.
Chart - 4.11
Table – 4.12
58
BRAND FEATURES OF THE AAVIN MILK
Brand Features No .of Respondents Percentage
Thick 20 40.0
Thin 17 34.0
Neutral 13 26.0
Total 50 100.0
The above table shows that the brand feature of the Aavin milk.40 percent of the
respondents used thick Aavin milk product, 34 percent of the respondents used thin
Aavin milk product, and 26 percent of the respondents were used neutral of Aavin
milk.
Majority (40%) of the respondents were used thick Aavin milk product.
Chart – 4.12
59
Table – 4.13
60
The above table shows that the distribution of the product of the respondents.
Each 38 percent of the respondents was got the product through door delivery and
also from milk booth and 24 percent of the respondents was got the product from
retail shop.
Majority (38%) of the respondents was got the product through door delivery and
also from milk booth.
Chart – 4.13
61
Table – 4.14
62
Source: Primary Data
The above table shows that the recommendation of the brand of the
respondents. 90 percent of the respondents said about accepted for
recommendation of the brand, and 10 percent of the respondents said not accepted
recommendation of the brand to others.
Chart – 4.14
63
Knowing the Brand No. of Respondents Percentage
Through advertisement media 17 34.0
Through friends 22 44.0
Others 11 22.0
Total 50 100.0
Table – 4.15
64
Sources: Primary Data
The above table shows that the knowing about the brand of the respondents .3 4
percent of the respondents knew about the brand through advertisement media, 44
percent of the respondents knew about the brand through friends, and 22 percent of
the respondents knew about the brand through other way.
Majority (44%) of the respondents knew about the brand through advertisement
media.
Chart – 4.15
65
KNOWING THE BRAND
Table – 4.16
The above table show that the continuous usage of the brand of the respondents.
66
84 percent of the respondents were given positive feedback for usage of the brand, 4
percent of the respondents were given negative feedback for usage of the brand and
84 percent of the respondents said that no idea about continuously usage of the
brand.
Majority (84%) of the respondents were given positive feedback for usage of the
brand.
Chart – 4.16
67
Table – 4.17
OVERALL SATISFACTION
68
The above table shows that the overall satisfaction of the respondents. 28 of the
respondents were highly satisfied, 46 of the respondents satisfied, 14 of the
respondents were neutral, and 12 of the respondents were dissatisfied about the
product.
Majority (46%) of the respondents were given overall satisfaction about the
product.
Chart – 4.17
OVERALL SATISFACTION
Table 4.18
69
RANKING
The above table shows that the reasons for selecting the product. Out of 50,
majority of the respondents were given First rank to distribution channel, Second
rank to quality of the product, Third rank to Availability of the product, Fourth rank to
Good brand name and Fifth rank to price of the product.
Hence, majority of the respondents of the people were given first, rank to
distribution channel.
RELIABILITY TEST
Test - 1
Reliability Statistics
.446 7
70
Item-Total Statistics
Particulars Scale Mean if Scale Corrected Cronbach's
Item Deleted Variance if Item-Total Alpha if Item
Item Deleted Correlation Deleted
Brand Name 11.90 6.257 .217 .403
Consumption 11.62 6.236 .180 .424
Period
Quantity Usage 11.79 5.812 .307 .352
Reasons for 11.86 6.081 .247 .386
Usage
Brand Features 12.25 6.754 .144 .437
Reliability Statistics
.437 6
Test - 2
. Item-Total Statistics
Particulars Scale Scale Corrected Cronbach's
Mean if Variance Item-Total Alpha if
Item if Item Correlation Item
Deleted Deleted Deleted
71
Brand Name 10.04 5.179 .194 .404
Consumption Period 9.76 4.864 .231 .381
Quantity Usage 9.93 4.564 .344 .304
Reasons for Usage 10.00 4.905 .255 .365
Recommendation of the 10.96 6.265 .124 .434
Brand
Continuous usage of 10.56 5.533 .126 .442
Brand
Test - 3
Reliability Statistics
.442 5
Item-Total Statistics
72
Reasons for 8.31 3.944 .212 .403
Usage
Recommendation 9.27 5.145 .088 .460
of the Brand
Cross Tables
Table – 4.19
Overall Satisfaction
Highly
Total
satisfied satisfied Neutral Dissatisfied
Gender Male 23 45 16 12 96
Female 30 50 16 8 104
Total 53 95 32 20 200
73
53.0 95.0 32.0 20.0 200.0
In the table shows that the gender of the respondents and overall satisfaction, out of
the total respondents of the study, 53of the respondents were given highly satisfied
i.e, the male (23), female (30),.Out of 95 respondents were given satisfied
i.e, the male (45) female (50),.Out of 32 respondents were given dissatisfied i.e, the
male (16) female (16) and remaining respondents were given dissatisfaction about
all gender category.
CHI-SQURE TEST
74
Alternative Hypothesis (H1) :
Table – 4.20
Chi-square test
a. 0 cells (.0%) have expected count less than 5. The minimum expected
count is 9.60.
In the chi – square test, the researcher find that the calculated value is
(1.670) higher than the table value. The degree of freedom is 3 and the significant
level is 6% is > 0.005. Therefore null hypothesis is rejected. So there is relationship
between gender of the respondents and overall satisfaction of the Aavin milk.
75
Table – 4.21
Overall Satisfaction
Highly
Total
satisfied satisfied Neutral Dissatisfied
Reasons Price 12 20 7 2 41
for Usage
76
10.9 19.5 6.6 4.1 41.0
Quality 26 39 12 12 89
Availability 11 23 10 4 48
Brand 4 13 3 2 22
name
5.8 10.4 3.5 2.2 22.0
Total 53 95 32 20 200
The above table shows that the reason for usage of the respondents and level
of overall satisfaction, out of the total respondents of the study ,95 of the
respondents were given satisfied i.e, Price (20), Quality (39) , Availability (23) and
Brand name (13).Out of 53 of the respondents were given highly satisfied i.e, Price
(12), Quality (26), Availability (11) and Brand name (4) .Out of 32 of the respondents
were given neutral i.e, Price (7),Quality (12), Availability (10) and Brand name (3)
77
and remaining respondents were given dissatisfied about the all reasons for usage of
the Aavin milk .
CHI-SQURE TEST
In order find relationship between reason for use of the respondents and overall
satisfaction about the Aavin milk, chi-square test is used and results in given below.
78
There is no significant relationship between reason for use of the respondents
and overall satisfaction of Aavin milk.
There is relationship between reason for use of the respondents overall satisfaction
of the Aavin milk.
Table – 4.22
In the chi – square test, the researcher find that the calculated value is (1.5.531)
higher than the table value. The degree of freedom is 9 and the significant level is
7% is > 0.005. Therefore null hypothesis is rejected. So there is relationship between
reasons for using the product and overall satisfaction of the Aavin milk.
79
Table – 4.23
Overall Satisfaction
Highly
Total
satisfied satisfied Neutral Dissatisfied
80
Brand Thick 30 36 11 4 81
Features
21.5 38.5 13.0 8.1 81.0
Thin 14 28 14 10 66
Neutral 9 31 7 6 53
Total 53 95 32 20 200
In the above table shows that the brand features of the Aavin milk and level
of overall satisfaction, out of the total respondents of the study ,95 of the
respondents were give satisfied i.e, Thick (36) , Thin(28) and Neutral (31),. Out of
53of the respondents were given highly satisfied i.e, thick (30), thin (14) and Neutral
(9). Out of 32 of the respondents were given highly neutral i.e, Thick (11), Thin (14),
81
and Neutral (7). And remaining respondents were given dissatisfied about the all
brand features of the Aavin milk.
CHI-SQURE TEST
In order find relationship between brand features and overall satisfaction about the
Aavin milk, chi-square test is used and results in given below.
82
There is no significant relationship between brand features and overall
satisfaction of Aavin milk.
Table – 4.24
In the chi – square test, the researcher find that the calculated value (13.362)
is higher than the table value. The degree of freedom is 6 and the significant level is
0.038% is > 0.005. Therefore null hypothesis is rejected. So there is relationship
between brand features and overall satisfaction of the Aavin milk.
83
CHAPTER – V
5.1 FINDINGS
Majority of the respondents i.e. 36 percent belonged to the age group below 30
years.
Majority (52%) of the respondents were female.
84
70 percent of the respondents got „married‟.
Majority (42%) of the respondents were Graduate.
Majority (34%) of the respondents were private employee.
Majority 30 percent of the respondents earned monthly income was below Rs.10000.
Majority (52%) of the respondents was using the standardized quality.
Majority (42%) of the respondents were consumed the Aavin milk 1 year to 3 years.
Majority (48%) of the respondents was using the 1 liter quantity per day.
Majority (44%) of the respondents were used for good quality of the product.
Majority (80%) of the respondents accepted the product prices are affordable.
Majority (40%) of the respondents were used thick Aavin milk product.
Majority (38%) of the respondents was got the product through door delivery and
also from milk booth.
Majority (90%) of the respondents said about accepted recommendation of the
brand.
Majority (44%) of the respondents knew about the brand through advertisement
media.
Majority (84%) of the respondents were given positive feedback for usage of the
brand.
Majority (46%) of the respondents were given overall satisfaction about the product.
Hence, majority of the respondents of the people were given first, rank to distribution
channel.
In the table shows that the gender of the respondents and overall satisfaction, out of
the total respondents of the study, 53 of the respondents were given highly satisfied
i.e., the male (23), female (30). Out of 95 respondents were given satisfied i.e., the
male (45) female (50), Out of 32 respondents were given dissatisfied i.e., the male
(16) female (16) and remaining respondents were given dissatisfaction about all
gender category.
In the chi – square test, the researcher find that the calculated value is (1.670) is
higher than the table value. The degree of freedom is 3 and the significant level is
6% is > 0.005. Therefore null hypothesis is rejected. So there is relationship between
gender of the respondents and overall satisfaction of the Aavin milk.
The above table shows that the reason for usage of the respondents and level of
overall satisfaction, out of the total respondents of the study ,95 of the respondents
were given satisfied i.e., Price (20), Quality (39) , Availability (23), and Brand name
85
(13).Out of 53 of the respondents were given highly satisfied i.e., Price (12), Quality
(26), Availability (11) ,and Brand name (4) .Out of 32 of the respondents were given
neutral i.e., Price (7), Quality (12), Availability (10) ,and Brand name (3) ,and
remaining respondents were given dissatisfied about the all reasons for usage of the
Aavin milk .
In the chi – square test, the researcher find that the calculated value is (1.5.531) is
higher than the table value. The degree of freedom is 9 and the significant level is
7% is > 0.005. Therefore null hypothesis is rejected. So there is relationship between
reasons for using the product and overall satisfaction of the Aavin milk.
In the above table shows that the brand features of the Aavin milk and level of
overall satisfaction, out of the total respondents of the study ,95 of the respondents
were give satisfied i.e., Thick (36) , Thin(28), and Neutral (31),. Out of 53of the
respondents were given highly satisfied i.e., Thick (30), Thin (14), and Neutral
(9),.Out of 32 of the respondents were given highly neutral i.e., Thick (11), Thin (14),
and Neutral (7),. And remaining respondents were given dissatisfied about the all
brand features of the Aavin milk.
In the chi – square test, the researcher find that the calculated value (13.362) is
higher than the table value. The degree of freedom is 6 and the significant level is
0.038% is > 0.005. Therefore null hypothesis is rejected. So there is relationship
between brand features and overall satisfaction of the Aavin milk.
5.2 SUGGESSTION
1. Out of the 50 respondents, majority of the people using thick quality of Aavin milk in
their day to day life. Therefore, the producer more concentrates with producing thick
quality of the Aavin milk to compare the other quality.
2. Computerized system only implementing in production level. It must extend to all
levels such as marketing; manage of Human Resources and Finance.
3. The Govt. should take necessary steps to produce other milk product such as sweet
and so on.
4. Some of the retailer has selling expiry date product. It is affect the children‟s health
so the Govt. should take necessary steps to avoid such things.
5. Majority of the respondents give positive feedback about the product. So, the Govt.
must maintain the same level.
86
6. Distribution of Aavin milk was also extended to rural and all areas.
7. The Govt. should concentrate on starting number of milk booth for distribute the
product to final consumers. It will decrease the distribution cost.
8. The Govt. should concentrate on install Aavin milk tea in public area. It will be create
awareness about the product and also gives healthy food to consumers.
5.3 CONCLUSION
Most of the rural people especially women make their livelihood by rearing
milch animals and by supplying milk to the Co-operatives. Keeping this in view and
to improve the rural economy and to enhance the personal income of the stake
holders in rural area.
Aavin milk has a good reputation among the customers so it can be extended
to supply rural also. From various respondents the researcher has gathered lot of
information about Aavin Milk‟s buying Behavior. Aavin milk is already enjoying
Number one position in Milk Industry; this gives a positive stand to further strengthen
its position. The researcher concludes that "Aavin is the market leader in milk
Industry".
87
BIBLIOGRAPHY
BOOKS:
Mumbai
WEBSITES: www.google.com
www.Aavinmilk.com
88
A STUDY ON CONSUMER SATISFACTION TOWARDS AAVIN MILK
IN TENKASI DISTRICT
QUESTIONNAIRE I.PERSONAL
BACKGROUND
1. Name (Optional):
2. Age:
Male Female
Married Unmarried
89
6. Occupation of the respondent:
90
Price Quality Availability Brand name
Yes No No idea
Yes No No idea
Yes No
Yes No No idea
91
18. Knowing about the brand
Yes No
Highly Dissatisfied
92