MARKET RESEARCH AND PROCESSING OF VALUE-ADDED

PRODUCTS OF HERITAGE FOODS

Submitted in partial fulfilment of the requirements for the Post

Graduate Diploma in Management (PGDM)

Food Processing and Business Management (FPBM)

SUBMITTED BY

BANGARU RADHIKA
06 PGDM-FPBM 05

Under the Guidance of

Ravi Shankar
Heritage Foods Ltd

SUBMITTED TO

Dr. Chenna Kesava Reddy S

Assistant Professor

Indian Institute of Plantation Management Bengaluru

(An Autonomous Organization of the Ministry of Commerce & Industry – Govt. of India)
Jnana Bharati Campus,
Malathalli Post, Bengaluru
560 056

1
 CERTIFICATE

This is to certify that the CTS report titled “Consumer behavior towards heritage
products” By Ms.B.Radhika submitted in partial fulfillment of PGDM-FPBM 2022-
24 is an original work and no part has been submitted or published for the award of
any degree or diploma.

Comments by the Examiner:

Signature of the Examiner :

Date: Name of Faculty

2
 CERTIFICATE

This is to certify that Ms.BANGARU RADHIKA enrolment

no.,O6PGDM-FPBM 05 Post Graduate Diploma in Management (Food
Processing and Business Management) student of Indian Institute of Plantation
Management (IIPM), Bengaluru has successfully completed his/her Corporate
Training Segment (CTS) titled “Consumer Behavior Towards heritage
products” in our organization for 2 months 20 Days.

Date:

Place:

Name and Signature

Of the Authorized Person

3
 DECLARATION

I hereby declare that the CTS report entitled “Consumer Behavior towards heritage
products” Submitted for the partial fulfillment of the requirements of Post Graduate Diploma
in Management (Food processing and Business Management) of Indian Institute of Plantation
Management (IIPM), Bengaluru is my original work and not submitted in partial or full for
the award of any other degree, diploma, fellowship or similar titles.

Date:

Place:

Signature of the candidate:

4
 ACKNOWLEDGEMENT

I would like to publicly thank Mr. RAVI SHANKAR, director of PLANT

MANAGEMENT, for giving me the chance to complete my internship and project work at
HERITAGE MILK PRIVATE LIMITED.

Additionally, I would like to thank the officials and other employees of HERITAGE MILK
PRIVATE LIMITED for their assistance during the course of my project work.

I also want to express my gratitude to the director of the Indian Institute of Plantation
Management for giving me the chance to start this project.

5
6
 EXECUTIVE SUMMARY
I have done my internship work in Heritage foods Ltd, focusing mostly on consumer
behaviour. I created a Google form to collect data on how consumers are behaving towards
Heritage products. My first month of internship involved in learning how to process milk
products, namely different types of milk, curd in sachet and cup form, Butter and Ghee, Lassi
variants, different flavours of Badam milk, sweets like doodh peda and milk cake, and cold
coffee in Gokul plant kasipentla, Tirupathi.

I spend ten days in the research and development department on three products: filter
coffee, Mango shakes, and chocolate shakes. I learned how the products are manufactured
and tested.

I am currently studying food processing and business management, with a particular

focus on the processing of milk products. The procedures involved in milk product
processing share similarities with juice processing. Understanding these processes is crucial
for me as it enables me to delve into marketing, specifically consumer behaviour.

In second month of internship involved in Market research which includes questions

about heritage products, encompassing various demographic characteristics like name, age,
gender, and income, as well as inquiries about price strategy, competitor analysis, consumer
preferences, and awareness of different products.

To conduct my study, I am surveying the Tirupathi region, where two types of

parlours exist: milk parlours that exclusively offer milk products and heritage parlours that
provide a wider range of products. In the heritage parlour, I'm interested in exploring
consumer awareness of specific products like ice cream, gulab jamun, and rasgulla.

This research aims to determine consumer satisfaction levels and behaviours towards
Heritage Milk in the Andhra Pradesh, Karnataka, and Telangana regions. Such insights are
vital for the company's future strategies. Consumer behaviour, in this context, refers to the
actions and decisions consumers make when seeking, purchasing, using, evaluating, and
disposing of products and services they believe will fulfil their needs. It involves
understanding what, why, when, where, and how consumers make their purchases, how they

7
use products, how they evaluate them post-purchase, and how these evaluations impact future
buying decisions, as well as how they dispose of the products.

INDUSTRY AND COMPANY PROFILE

Heritage Foods Limited

The Heritage Foods Limited was founded by Mr. Nara Chandrababu Naidu in 1992,
which is one of the fastest growing Public Listed Companies in India. The company operates
in two business divisions: Dairy and Renewable Energy. In the financial year 2021-22,
Heritage Foods achieved an impressive annual turnover of over INR 26,429 million.

Currently, Heritage's milk and milk products enjoy a significant market presence in
various states including Andhra Pradesh, Telangana, Karnataka, Kerala, Tamil Nadu,
Maharashtra, Odisha, NCR Delhi, Haryana, Rajasthan, Punjab, Uttarakhand, Himachal
Pradesh, Uttar Pradesh, and Madhya Pradesh.

In 1994, Heritage Foods Limited became a public company and witnessed

overwhelming response, with its shares being oversubscribed 54 times. The company's shares
are now listed on both the Bombay Stock Exchange (Stock Code: 519552) and the National
Stock Exchange (Stock Code: HERITGFOOD).

Vision

Delighting every home with Fresh & Healthy products and empowering the farmers

Mission

 To be a nationally recognized brand for Healthy and Fresh products with a revenue of
INR 6000 Crores

 To anticipate, understand and respond to our Customers' needs by creating high-

quality products and making them available through innovative and convenient
channels

8
  To embrace the right technology to delight our Customers

 Advocating the balancing of economic, social and environmental aspects to create a

better tomorrow

 Empowering the farmer community through our unique 'Relationship Farming' Model

 Be the Employer of Choice by nurturing entrepreneurship and promoting

empowerment, alongside transparency.

Our commitments:

Milk producers:

Enhancing the livelihood of dairy farmers by providing them with:

 Consistent revenue via cooperative efforts

 Women's involvement in revenue generation
 protecting farmers from unorganized sector price exploitation
 establishing milk pricing that are fair
 Milk production is raised by input and extension operations.
 Facilitating the use of credit to acquire and insure cattle
 Activities involving cattle health
 providing premium cow feed at affordable pricing

Customers:

 Timely delivery of pure and fresh products.

 Availability of high quality milk and milk products at reasonable prices.
 More than 15 lakh satisfied customers.
 High levels of customer satisfaction.
 Customer care centre.
 Supply of products through multiple channels like MRF, e-Commerce & Parlours.

9
Employees

 Enhancing the technical and managerial skills of employees through continuous

training and development
 Putting in place the finest evaluation methods to motivate employees
 Developing incentive, bonus, and reward systems to motivate employees
 Providing equal opportunity towards career growth for every individual

Shareholders

Returns

 Dividend Payment since Public Issue (January 1995)

Service

 Highest importance to investor service; no notice from any regulatory authority

since 2001 in respect of investor service
 Very transparent disclosures

Suppliers

 Prompt payments to all suppliers

 Associated with high-quality equipment / ingredient suppliers

Society

 Potential Employment Generation

o More than 3,100 employees are working with Heritage
o More than 12,020 procurement representatives have found self-
employment in rural areas
o More than 6900 sales representatives are associated with the company

 More than 942 franchisees operating Heritage Parlours

 Sustainable development with 10.30 MW of renewable energy for running dairy
plants
10
 PRODUCT PORTFOLIO

MILK CURD

BUTTERMILK LASSI

11
 FLAVORED MILK PANNEER

BUTTER GHEE

SWEETS ICE CREAMS

12
 MILK POWDER COLD COFFEE

PROCESSING OF VALUE-ADDED PRODUCT

FLOW CHART OF PROCESSING OF RMRD

Arrival of trucks containing milk cans to

Unloading the cans from trucks on to the conveyor and weighed for

13
 Removing lids and plunging with plunger

Organoleptic test to reject abnormal

Dumping the milk into weighing

Dump tank Sampling Testing

v
Chilling through chiller at 4

Storage in silos at 4℃ , it can be stored up to 24 hrs. More than 24hrs spoilage of

milk happens. Within the time period pasteurization should take place.

FLOW CHART OF PROCESSING OF MILK

Raw milk from Raw milk from tanker

Chilling @4℃
4 4

Cream Regeneration Heating

Storage in silos Precooling
balance 2 in cream section 90
@ 4℃ till 17 - 20℃
tank 14 separation ± 2℃ /no
hold
 Pumping to FCBT
Final
cooling

Filtration Cream <10

Regeneration Cream
Raw milk
1 40℃ separation Storage
<10℃

Milk without separation

Regeneration
2 60℃

Heating
section 80

Homogenization
2500psi & 500 psi

Chilling @ 4

Storage in silos @ 4 Sampling for chemical and microbial analysis

Packaging and
Dispatch
15
FLOW CHART OF COOKING BUTTER PROCESS

Storage of cream in silo (<9℃

Ageing for 6 – 24 hrs. (Acidity 0.09% LA)

Beater motor divide cream into pieces

Churning

Mesh dumb separation of

butter and butter milk

Butter milk

Butter

Packaging

Excess butter is stored first at anti

room < 10℃

Blast room < -26

Deep freezer < -18℃

16
FLOW CHART OF TABLE BUTTER PROCESS

Storage of cream in silo (<9℃ )

Ageing for 6 – 24 hrs. (Acidity 0.09%

Loading cream 1/3 rd. of churner capacity

Churning for 30 – 40

Popcorn stage

Two washings for 10 minutes to remove

curd content

Butter milk

Addition of salt + Make up water to

reduce fat content

Butter

17
 FLOW CHART OF GHEE PROCESS

Receipt of butter for ghee

Melting with hot water circulation @40

℃

Curd culture @2% Transfer to melting vat and melt @70℃

Draining of butter
milk
Transfer of melted butter to
ghee boiler

Ripened cream @10% Boiling of ghee @115-120℃

for B. ghee,5% for C. and kept for 1 hour
Removal of ghee residue Clarificatio

Ghee storage

18
Packaging and filling @43 - 45
FLOW CHART 0F BUTTERMILK PROCESS

Receiving the bulk curd into the

tank

Add required quantity of

pasteurized chilled water 90

Circulation for 15 – 30 minutes

Addition of spices extrct (Ginger

0.0034% and chilly 0.0017%)

Add required quantity of water

19
 V

Addition of salt @0.7%

Circulation, Judging, Adjusting to

HFL standards

Thermization (69± 1℃ / no hold)

Packaging

Shifting to cold store (<5℃ )

Dispatch
FLOW CHART OF CURD PROCESS

Receiving pasteurized
homogenized toned milk

Standardization to 9.7± 0.01 %

SNF

Pasteurization (92± 2℃ /6 mins)

Adjusting the milk to 42℃ and

20
pumping to inoculation tanks

Addition of starter culture (15%

 FLOW CHART OF PANEER PROCESS

Standardized milk in silos

Transfer to Paneer vat

Heating of milk in vat @ 90℃ for 10 minutes

Cooling milk to 76℃

Packaging within 40-45 mins after

culture
Addition of 1% GDL and Vinegar addition
through Disc filter @76℃ until whey is

Transfer to coagulation tank 80 litres capacity

Holding for 5 minutes and then plunging

Filtration of coagulated mass by using muslin cloth

Transfer of coagulated mass to hoops

Draining of whey and pressing foe 10minutes

Dipping in Pasteurized chilled water for 60 minutes

Water
Cutting at required size
pasteurizati
on 80±3℃
Packing and Sealing under Vacuum
and Chilled
Sterilization

Heating 1 - 40℃
21
Storage @ 5 to 7℃ in cold storage and
Heating 2 - 65℃

Heating 3 - 83℃
 Holding – 10 min.

FLOW CHART OF DOODPEDA PROCESS

Standardized milk 90 liters (6-6.2% fat, 8.4 – 8.6%

Transfer to khoa pan (1/3rd

Open steam (1.5kg/cm2 and

Transfer 30ml milk to S.S

Heat up to 60
cans and add 8% sugar

Heat to boil
Filtration

Addition of SCM (Sweet and condensed

Desiccation (Pressure 1.5 to

Slight brown colour appears (keep it for 5 to 10

Preservative 0.66% Potassium

benzoate 0.013% Sodium sorbate

Transfer to S.S Trays

22
 Kept for drying (Minimum 12
hours)

Tableting and
Packaging

Fill N2 and CO2 gas during packaging (N2 gas–75%, CO2 gas–25%)

REVIEW OF LITERATURE

Solomon (2008) an attitude both fulfils a personal motivation and influences

customers' spending and purchasing behaviours.

. Lars perner (2010) in the context of marketing, one might describe consumer attitude
as a simple combination of a customer's views, sentiments, and behavioural intentions toward
an item. In this context, a consumer may have either positive or negative thoughts or feelings
about a good or service. The consumer's perception or thoughts about the good or service
serve to define a behavioural intention.

Petty & lacioppo (2017) the consumer will choose between the two options based on
their level of motivation and participation. When the centre path is used, Consumer
involvement in every phase of the transaction is quite strong. When a consumer takes the
direct way, they make more efforts to learn about and comprehend the goods or services. As
the term suggests, a consumer with little engagement in the purchasing process takes the
peripheral route.

Our country produces a wide range of goods and services, which strengthens our
economy. Almost every product that is offered to customers has a variety of options.

23
Customers who choose to purchase items have access to substitute products from providers.
Consequently, a seller spends the majority of his time trying to win over buyers.

Social class, culture, and subculture all have a significant role on consumer behaviour.
Culture is the primary factor that determines a person's desires and actions. Growing children
pick up beliefs, perceptions, preferences, and actions from their families and other important
institutions.

A consumer’s behaviour is influenced by such social factors as reference groups,

family and social roles and statuses. As such the marketers must know the customers more
and more in order to manufacture the products which given then satisfaction in the way the
consumer need. The marketing programmers depend up on the customer behaviour will
facilitate the marketer in determining the size, forms, style, colour, package, brand and etc.

Deva raja performed price spread analyses for liquid milk across a range of marketing
channels in Karnataka. According to him, the marketing expenses for two private dairy plants
were Rs. 0.80 and Rs. 0.60 per litre, compared to Rs. 0.92, Rs. 2.04, and Rs. 0.60 for three
cooperative dairy plants. In the channel Producer-Milk Plant Consumer, accordingly, per
litre. The marketing margins for private dairy plants were Rs. 1.08 and Rs. 0.16 per litre of
milk, compared to Rs. 0.02, Rs. -2.86, and Rs. 1.36 for co-operative dairy plants. It was found
that private plants had higher marketing margins.

In their study on costs margins and price spreads in milk marketing in the Andhra
Pradesh district of Chittoor, Sujatha et al. discovered that the cost of marketing (per litre of
milk) was lowest in Channel-V (Producer-Milk Vendor-Private Milk Booth), followed by
Channel-I (Producer-Milk Vendor-Urban Consumer) (Rs. 1.50), Channel-V (Producer-Pri
(Producer - Private Dairy or Private Milk Booth Distributor or Urban Consumer). For the
aforementioned channels, the total marketing expense per litre of milk was calculated as Rs.
1.25, Rs. 1.50, Rs. 4.2, and Rs. 4.40, respectively. Additionally, they discovered that
Bhargava and his colleagues obtained the highest price for milk producers, at Rs. 8.92 per
litre, in Channel (AJAEES, 40(10): 307-317, 2022; Article no. AJAEES.89837 309).
Channel-V is priced at Rs. 7.75, Channel- and Channel-V are each priced at Rs. 7.5, and
Channel- has the lowest price at Rs. 7.15. The highest milk price in Channel I, Rs. 8.92 per
litre, was undoubtedly caused by the lack of a middleman to connect the producer and the

24
consumer. Apart from Channel I, which was a direct channel-III, it was determined that the
dairy producers earned the biggest percentage of the consumer price in channel II.

Boopathi.B (1999) (1999) the world's largest producer of dairy products is India. The
dairy sector in India has grown significantly over time. Both in the rural and urban parts of
India, there is a considerable increase in demand for dairy products. The number of
individuals relocating from rural to urban regions is increasing. Resulting in a rise in the need
for dairy products. Tamil Nadu is one of India's top 10 milk-producing states. An important
source of milk for Tamil Nadu is the milk producer's union known as Aavin. It buys milk,
processes it, and then sells consumers milk and milk-related goods. This study investigates
customer perceptions of the Aavin with a focus on the Tamil Nadu state's Pollachi Taluk.

According to James C. Cox (2000) in the economic journal, consumer economics has
always functioned under the presumption that consumers desire the most value or happiness
that money can buy. In order to facilitate consumer choice, goods and services must be
categorized according to the value they offer. In the study of consumer choice, presumptions
about consumer behaviour and preference formation are used.

How a consumer ranks a variety of goods or services is reflected in their preference.

IJTSRD29260 Page | Volume 3 | Issue 6 | September - October 2019 | International Journal of
Trend in Scientific Research and Development This idea assumes that customers evaluate
products or services based on their degree of satisfaction, usefulness, or preference.

John McKean (2001) wrote the amazing book Customers are People. Human contact
Think of the interactions between your business and customers as a series of cascading touch
points. The environment of the consumer is made up of these contact points, and interactions
with the environment are how the consumer develops their preferences. The idea that
customers could prefer one product or service over another is not new. The component of
such preference decisions may now be measured precisely and reliably for the first time.
Some of the major issues with conventional customer satisfaction studies have been made
clearer with the research of consumer behaviour in this field. Most crucially, studies on
customer satisfaction throughout the years have revealed that high levels of customer
satisfaction do not always translate into loyal patronag.

25
 RESEARCH METHODOLOGY

Research is a meticulous investigation or inquiry that seeks to discover new facts in

any field of expertise.

OBJECTIVES OF THE STUDY

1. To assess the awareness level of consumers regarding heritage products.

2. To analyse the preferences of consumers regarding heritage products.
3. To conduct a competitive analysis of heritage products in the market.
4. To comprehend the production process of value-added heritage products.

SCOPE OF THE STUDY

26
  Understanding the interests of clients and providing education about Heritage
products.
 Enhancing knowledge about the products and their constituents.
 Gaining insights into the market and competitors.
 Identifying effective ways to educate customers about the products and their buying
behaviour.

LIMITATIONS OF THE STUDY

 Limitations are inherent in every research project, and this study is no exception. The
specific limitations are as follows:
 The study is primarily based on self-acquired information and a limited amount from
the company profile, which may influence the results.
 Data is gathered through discussions with the staff, the corporate website, and
personal observations, which may introduce a level of subjectivity.
 Certain topics are restricted from discussion due to instructions from the team leader.

AIM OF THE STUDY

To study consumer Behaviour towards Heritage Foods Limited.

TYPE OF RESEARCH

The type of research utilized for this project is Qualitative Research. This approach
involves gathering, examining, and interpreting information based on what individuals say
and do. It focuses on understanding the meanings, definitions, traits, symbols, and metaphors
associated with the subject. Qualitative research is subjective and employs various
information-gathering techniques, such as individual in-depth interviews and focus groups.
The data gathered is predominantly non-numerical and emphasizes verbal data over
numerical data. The analysis process involves interpretation, which can be arbitrary,
impressionistic, or diagnostic. This type of research is exploratory and flexible in nature. For
this assignment, qualitative research was conducted, and data was collected through informal
conversations with the team.
27
RESEARCH DESIGN

The research design outlines the methods and processes to be used in the study to
achieve the research objectives. In this case, a Descriptive Research Design was employed.
The descriptive research involved gathering data on existing products and did not include the
development of new products.

DATA COLLECTION METHOD

The data for this project was collected from primary sources.

Primary Data: Primary data was obtained through various approaches such as surveys, in-
depth interviews, process observations, and questionnaires. For this research, primary data
was gathered through casual conversations with experts and field observations conducted
while interacting with customers in typical situations.

DATA INTERPRETATION AND REPRESENTATION

NO. OF FAMILY MEMBERS

Size of family No. of respondents Percentage (%)

2 persons 30 18.8
3 persons Family size 45 28.1
4 persons 16% 19%
60 37.5
Above 4 persons 25 15.6
Total 160 100.0
38% 28%

28

2 persons 3 persons
4 persons Above 4 persons
 Type of milk No. of respondents Percentage (%)
Cow milk 30 18.8
Buffalo milk 40 25.0
Packed milk 90 56.3
Total 160 100.0

INTERPRETATION:

The table represents data on the distribution of family sizes based on the responses of
160 participants. It indicates that the majority of families have 3 or 4 members, comprising
28.1% and 37.5% of the total, respectively. Smaller families with 2 members constitute
18.8%, while families with more than 4 members represent 15.6%.

TYPE OF MILK CONSUMPTION

29
 Type of milk

19%

56%
25%

Cow milk Buffalo milk Packed milk

INTERPRETATION:

The provided table illustrates preferences for different types of milk among 160
respondents. Notably, a significant proportion of respondents (56.3%) opt for packed milk.
Buffalo milk is favoured by 25% of the participants, while cow milk is the choice for 18.8%.
This data provides insights into milk consumption patterns and preferences within the
surveyed group.

VARIANTS OF MILK

Variants of milk No. of respondents Percentage (%)

DTM 8 5

FCM 112 70

TM 10 6.25

30
 GCM 6 3.75

STD 24 15

Total 160 100

Pack size No. of respondents Percentage (%)
200ml 26 16.3
500ml 102 63.8
1 litre 32 20.0
Total 160 100.0

VARIANTS OF MILK
DTM
STD 5%
15%
GCM
4%
TM
6%

FCM
70%

DTM FCM TM GCM STD

INTERPRETATION:

The provided table presents the preferences of 160 respondents regarding

different variants of milk. Among the options, Full Cream Milk (FCM) stands out as the most
favoured choice, with a substantial majority of 70% of respondents opting for it. Other
variants, such as DTM, TM, GCM, STD, have varying levels of preference, contributing to
15% or lower each. This data highlights the overwhelming popularity of FCM and the diverse
consumption patterns within the surveyed group for different milk variants.

QUANTITY OF MILK

31
 Pack size
Total 160

1 liter 32

500ml 102

200ml 26

0 20 40 60 80 100 120 140 160 180

INTERPRETATION:

The table illustrates the distribution of preferred pack sizes among 160 respondents.
The majority of participants (63.8%) prefer the 500ml pack size, indicating its popularity.
The 1-litre pack size is the choice of 20% of respondents, while the smallest 200ml pack size
is preferred by 16.3% of the surveyed group.

32
AWARENESS ABOUT HERITAGE PRODUCTS

Awareness No. of respondents Percentage (%)

Very well 60 37.5
Better 75 46.9
Good 25 15.6
Total 160 100.0

Awareness
80
70
60
50
40
30
20
10
0
Very well Better Good

No.of respondents Percentage(%)

INTERPRETATION:

33
 The data presented in the table indicates the level of awareness among 160
respondents. The majority (46.9%) claim to have a "Better" awareness, while a significant
portion (37.5%) believes they are "Very well" informed. A smaller segment (15.6%)
considers their awareness level as "Good." This distribution provides insights into the varying
degrees of awareness within the surveyed group.

PLACE OF PURCHASE

Place No. of respondents Percentage (%)

Supermarkets 28 18
local shops 17 11
Heritage parlours 115 72
Total 160 100

Place of purchase

115

28
17

Supermarkets local shops Heritage parlours

34
INTERPRETATION:

The table illustrates the distribution of preferences among 160 respondents for
different places. A significant majority (72%) of participants favour "Heritage parlours,"
suggesting a strong inclination towards these establishments. Supermarkets attract 18% of
respondents, while local shops have a smaller share of 11%. This data provides insights into
the favoured places for various activities within the surveyed population, showcasing a clear
preference for heritage parlours over other options.

CONSUMER PREFERENCE TOWARDS BRANDS

Brand No. of respondents Percentage (%)

Heritage 80 50
Tirumala 20 13
Vijaya 22 14
Sangam 28 18
Others 10 6
Total 160 100

Consumer preference towards brand

160
160
140
120
100
100
80
80
60 50

40 28
20 22 18
10 13 14
20 6

0
No.of respondents Percentage(%)

Heritage Tirumala Vijaya Sangam Others Total

35
INTERPRETATION:

The chart represents distribution of preferences for different brands among 160
respondents. The brand "Heritage" captures the largest share at 50%, indicating its strong
popularity. "Sangam" follows with 18%, while "Vijaya" and "Tirumala" each gather 14% and
13% respectively. A smaller segment of 6% shows interest in "Others." This information
provides valuable insights into the brand preferences within the surveyed group, underscoring
the significant appeal of the "Heritage" brand among the respondents.

36
YEARS OF EXPERIENCE WITH HERITAGE PRODUCTS

Years of experience No.of respondents Percentage (%)

Below 6 months 29 18.1
6 months - 1 year 45 28.1
1 -2 years 49 30.6
More than 2 years 37 23.1
Total 160 100.0

Years of experience

100.0

160

28.1 30.6
23.1
18.1 45 49
29 37

Below 6 months 6 months - 1 year 1 -2 years More than 2 years Total

No.of respondents Percentage(%)

INTERPRETATION

The chart represented the distribution of years of experience among 160 respondents.
The majority of respondents fall into the "1-2 years" category, constituting 30.6% of the total,
indicating a relatively balanced spread of experience. Notably, participants with "6 months -
1 year" and "More than 2 years" of experience account for 28.1% and 23.1% respectively.
Those with less than six months of experience make up 18.1% of respondents. This data
offers insights into the experience levels within the surveyed group, with a significant portion
of respondents having gained experience between 1 and 2 years.

37
INFLUENCE OF MEDIA

Media No.of respondents Percentage (%)

Family 50 31
Advertisements 40 25
Friends 70 44
Total 160 100

Media influence
160

100

70
50
40 44
31 25

Family Advertisements Friends Total

No.of respondents Percentage(%)

INTERPRETATION:

The chart represents the sources of information or influence in the lives of 160
respondents. Among the options, "Friends" emerge as a significant source, with 44% of
respondents relying on this group for information or influence. "Family" accounts for 31%,

38
while "Advertisements" play a role for 25% of participants. This data suggests that friends
play a substantial role in shaping the opinions and decisions of the surveyed individuals,
followed by family and advertisements, providing insights into the diverse channels through
which people gather information and form their preferences.

FACTORS INFLUENCING THE PURCHASE

Influencing factors No.of respondents Percentage (%)

Quality 92 58
Price 32 20
Packaging 26 16
Advertisement 10 6
Total 160 100

Influencing factors

100
Total 160
Advertisement 610
16
Packaging 26
20
Price 32
58
Quality 92
0 20 40 60 80 100 120 140 160 180

Percentage(%) No.of respondents

39
INTERPRETATION:

The table outlines the factors that influence the opinions and decisions of 160
respondents. Notably, "Quality" is the most significant influencer, with 58% of respondents
considering it a key factor. "Price" follows at 20%, while "Packaging" holds influence for
16% of participants. "Advertisement" has the lowest impact, with only 6%. This data
underscores the prominence of quality as a determining factor in decision-making, suggesting
that respondents prioritize it over other factors such as price and packaging when making
choices.

SATISFACTION LEVEL

Satisfaction level No.of respondents Percentage (%)

Highly satisfied 49 30.6
Satisfied 96 60.0
Neither satisfied nor
dissatisfied 10 6.3
Highly dis satisfied 5 3.1
Total 160 100.0

Satisfaction level
160
120
80
40
0
fie
d ied fie
d
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d tal
ta is tis
f
ta is ta is To
s Sa s s s
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s
ig no hl
y
H d ig
fie H
ta is
r s
he 40
eit
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No.of respondents Percentage(%)

INTERPRETATION:

The data illustrates the satisfaction levels of 160 respondents. A majority (60.0%)
express being "Satisfied," while 30.6% report being "Highly satisfied." A smaller portion
(6.3%) indicates being "Neither satisfied nor dissatisfied," and a minimal percentage (3.1%)
claims to be "Highly dissatisfied." This data reveals a positive overall sentiment, with a
significant portion of respondents expressing satisfaction, and only a small group expressing
dissatisfaction. It indicates a generally favourable impression of the subject under
consideration among the surveyed individuals.

RANK OF QUALITY

Rank of quality No.of respondents Percentage (%)

Excellent 83 51.9
Good 50 31.3
Average 21 13.1
Poor 6 3.8
Total 160 100.0

Quality ranking
180
160
140
120
100
80
60
40
20 41
0
Excellent Good Average Poor Total

No.of respondents Percentage(%)

INTERPRETATION:

The data showcases the quality ranking opinions of 160 respondents. Notably, over
half (51.9%) view the quality as “Excellent,” while 31.3% perceives it as "Good." A smaller
proportion of 13.1% rates it as "Average and merely 3.8% consider it "Poor." These findings
underscore a predominant positive sentiment regarding the quality, with the majority
expressing satisfaction with the product or service's performance.

OPINION ABOUT PRICE

Opinion of price No.of respondents Percentage (%)

Very High 20 13
High 45 28
Moderate 84 53
low 11 7
Total 160 100

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 Price
90
80
70
60
50
40
30
20
10
0
No.of respondents Percentage(%)

Very High High Moderate low

INTERPRETATION:

The chart outlines respondents' opinions on pricing. A significant proportion (53%)

perceives prices as "Moderate," signifying a balanced viewpoint. Furthermore, 28% consider
prices to be "High," and 13% regard them as "Very High." A smaller portion (7%) views
prices as "Low." This data highlights diverse perspectives on pricing, with the majority
finding them moderately affordable, while some respondents express concerns about high
prices.

PERFORMANCE OF THE PRODUCTS

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 Product No.of respondents Percentage (%)
Milk 25 15.6
Ice cream 10 6.3
Badam milk 17 10.6
Lassi 15 9.4
Curd 20 12.5
Ghee 22 13.8
Doodpeda 20 12.5
Milk cake 2 1.3
Paneer 10 6.3
Butter 12 7.5
Cold coffee 7 4.4
Total 160 100.0

Performance
30
25
20
15
10
5
0
i ee a e r r e
i lk ea
m il k ss
cu
rd ed ak ee t te ffe
M cr m La Gh p c
Pa
n
Bu o
e am od ilk ld
c
Ic d Do M
Ba Co

no.of respondents percentage(%)

INTERPRETATION:

The data table depicts the preferences of 160 respondents towards various dairy
products. "Milk" is the most favoured, with 15.6% of respondents selecting it. "Ghee" and
"curd" follow closely, with 13.8% and 12.5% respectively. Other products like "Badam
milk," "DoodPeda," and "Paneer" also garner notable percentages. Interestingly, products like
"Milk cake" and "Cold coffee" have lower representation, implying they might be less
preferred among the surveyed individuals. This data provides insights into the popularity of
different dairy products, helping to understand the consumer preferences within the given
group.

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 FINDINGS

 Family Size: The majority of families surveyed have 3 or 4 members, comprising

65.6% of the total, indicating a preference for moderate-sized families.
 Milk Consumption: Packed milk is the preferred choice among respondents,
accounting for 56.3% of the total, followed by buffalo milk (25%) and cow milk
(18.8%).
 Milk Variants: Full Cream Milk (FCM) is the most favored variant, with 70% of
respondents selecting it, while other variants have lower preferences.
 Pack Size Preference: The 500ml pack size is the most popular among respondents
(63.8%), with the 1-litre pack size (20%) and 200ml pack size (16.3%) also having
significant preferences.
 Awareness about Heritage Products: A better awareness level (46.9%) is prevalent
among respondents; with a substantial number claiming to be very well informed
(37.5%).
 Place of Purchase: Heritage parlours are the preferred place of purchase (72%),
followed by supermarkets (18%) and local shops (11%).
 Brand Preferences: The "Heritage" brand is the most popular choice (50%) among
respondents, with "Sangam," "Vijaya," and "Tirumala" also having varying degrees of
appeal.
 Years of Experience: A balanced spread of experience is observed, with a significant
portion (30.6%) having 1-2 years of experience with Heritage products.
 Influence of Media: Friends (44%) have a substantial influence on respondents,
followed by family (31%) and advertisements (25%).
 Factors Influencing Purchase: Quality is the most influential factor (58%), followed
by price (20%) and packaging (16%), while advertisements have the least impact
(6%).
 Satisfaction Level: A majority (60%) of respondents report being satisfied, with a
significant portion (30.6%) being highly satisfied.
 Quality Ranking: Over half (51.9%) rate the quality as "Excellent," emphasizing
positive sentiments regarding product quality.
 Opinion about Price: A balanced perspective on pricing is observed, with the
majority (53%) finding prices moderate.

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 Performance of Products: "Milk," "Ghee," and "Curd" are the top-performing
products, while products like "Milk cake" and "Cold coffee" have lower preferences.

SUGGESTIONS

 Diversify Product Range: Given the strong preference for FCM, consider offering
more variants and flavours to cater to diverse tastes.
 Promote Smaller Pack Sizes: While the 500ml pack size is popular, promoting the 1-
litre and 200ml pack sizes might encourage more variety in consumption.
 Strengthen Branding: Capitalize on the strong preference for the "Heritage" brand
by enhancing marketing efforts and brand visibility.
 Enhance Advertising Impact: Although advertisements have a relatively low
influence, investing in creative and impactful advertising strategies could potentially
yield better results.
 Maintain Quality: As quality is a significant influencing factor, continue focusing on
product quality to sustain customer satisfaction.
 Expand Outreach: Given the influence of friends and family, consider implementing
referral or loyalty programs to leverage word-of-mouth marketing.

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 CONCLUSION

The collected data and its interpretation provide valuable insights into consumer preferences,
behaviours, and sentiments related to dairy products, particularly those offered by the
"Heritage" brand. The findings indicate a strong preference for quality, moderate-sized
families, and packed milk. The data also highlights the influence of friends and family,
underscoring the importance of interpersonal relationships in shaping consumer choices. The
"Heritage" brand emerges as a key player in the dairy market, with its products enjoying
popularity across various categories. These insights can guide strategic decisions, allowing
for targeted efforts to enhance product offerings, marketing strategies, and customer
satisfaction to continue meeting consumer needs and preferences effectively.

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QUESTIONNAIRES

1. No. of Family Members

A. 2 Persons
B. 3 Persons
C. 4 Persons
D. Above 4 Persons

2. Which type of milk do you prefer?

A. Cow Milk
B. Buffalo Milk
C. Packed milk

3. Which variant of milk do you prefer?

A. Double-Toned Milk (DTM)

B. Full cream Milk (FCM)
C. Toned Milk (TM)
D. Golden cow milk (GCM)
E. Standardized milk (STD)

4. How much are you aware of heritage products?

A. Very well
B. Better
C. Good

5. How much quantity of milk do you purchase regularly?

A. 250 ml
B. 500 ml

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 C. 1000 ml

6. Where will you purchase heritage milk?

A. Supermarkets
B. Retail shops
C. Marts
D. Heritage parlours
7. What is the preference of these other milk brands?
A. Heritage
B. Tirumala
C. Vijaya
D. Sangam
E. Other

8. Since how many years are you purchasing heritage products?

A. Below 6 months
B. 6 months – 1 year
C. 1-2 years
D. More than 2 years

9. Who influences you to purchase Heritage products?

A. Friends
B. Family
C. Advertisements

10. What factors influence you to purchase Heritage products?

A. Quality
B. Price
C. Packagin
g
D. Advertis
ement

11. Are you satisfied with heritage products?

A. Highly satisfied

49
 B. Satisfied
C. Neither satisfied nor dissatisfied
D. Dissatisfied
12. Opinion on Quality of heritage Products?
A. Excellent
B. Good
C. Average
D. Poor

13. Opinion on pricing of heritage Products?

A. Very high
B. High
C. Moderate
D. low
14. Which media do you prefer as a best sales promotion?

A. Televisión
B. Newspapers
C. Social media
D. Celebrity endorsement

15. Consumer awareness of the heritage milk products

A. Milk (FCM)
B. Ice cream
C. Badam milk
D. Lassi
E. Curd
F. Ghee
G. Doodh peda
H. Milk cake
I. Paneer
J. Butter
K. Cold coffee

50
REFERENCES

 Kiran Koduru, D. T. (2021). Perception of Consumers towards Dairy Products in

Guntur District. 1 to 9.

51
  Mrs. N.Santhamani, D. P. (2021). Consumer Attitude towards Dairy Products – An
Empirical Study in Erode District. International Journal of Engineering and
Management Research.
 Mutandwa, D. C. (2007). Measuring the determinants of brand preference in a dairy
product market. African Journal of Business Management, 1 to 9.
 Rani. D. N. (2018). Our Heritage Consumer Buying Behaviour towards Dairy
Products: Exploring the Motivation and Trends with Special Reference to Andhra
Pradesh. 1 to 13.
 Sunil Kumar, M. S. (2016). The determination of factors influencing consumption
pattern of ghee in Bengaluru market: An application of logistic regression analysis.
Indian J Dairy Sci.
 Tversky A and Shafir E (1992), “Choice under Conflict: the Dynamics of Deferred
Decision”, Psychological Science, Vol. 3, No. 6, pp. 358-361.
 Underwood R L and Klein N M (2002), “Packaging as Brand Communication:
Effects of Product Pictures on Consumer Responses to the Package and Brand”,
Journal of Marketing Theory and Practice, Vol. 10, No. 4, pp. 58-68.

BOOKS

Marketing Management, PHILIP KOTLER

Research methodology, C.R.KOTHARI

Marketing management, KOTLER

WEBSITE

https://www.heritagefoods.in/

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