CHAPTER-I

DESIGN OF THE STUDY

CHAPTER-1
1
 DESIGN OF THE STUDY

1.1 INTRODUCTION
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.

Systematic activities to prevent or cure health problems and promote good health in
humans are undertaken by health care providers. Applications with regard to animal health are
covered by the veterinary sciences. The term "healthy" is also widely used in the context of many
types of non-living organizations and their impacts for the benefit of humans, such as in the
sense of healthy communities, healthy cities or healthy environments. In addition to health care
interventions and a person's surroundings, a number of other factors are known to influence the
health status of individuals, including their background, lifestyle, and economic, social
conditions, and spirituality; these are referred to as "determinants of health." Studies have shown
that high levels of stress can affect your health.

2
 Satisfaction is a person's feeling of pleasure or disappointment resulting from comparing
a product's perceived performance in relation to his or her expectations. Whether the buyer"
satisfaction after purchase depends on the offered performance in relation to the buyer's
expectations. As the definition is clear, satisfaction is a function of received performance and
expectations. If the performances fall short of expectations the consumer is satisfied. If the
performances exceed expectations; the consumer is highly satisfied or delighted.

The relevance and importance of understanding consumer satisfaction is rotted is the

modern marketing concept in order to operational this concept, management attempts to solve
some consumption problems of consumers however, no business possibly help consumer solve
their consumption problems unless he understand them and unless he make an attempt to
comprehend the buying process and the factors influencing it.

Consumer satisfaction is dynamic. Therefore, it is necessary to continuously study,

analyze and understand it and monitor this understanding to the marketing management so that
effective decisions can be taken in respect of products hinges on the kind of predisposition
positive negative that a consumer has developed towards it. It is essential to study and analyze it
in order to understand why he/she has developed such a predisposition? Beside, and described in
the preceding chapter, in particular the role of the government and the steadily emerging
consumer movement, necessitates that marketers in India must understand consumer satisfaction,
their needs, aspirations, expectations and problems. It will be extremely useful in exploiting
marketing opportunities and in meeting the challenges that the Indian market offers.

3
DAIRY DEVELOPMENT IN INDIA

A success story on the dairy in India during the sixties was the farmer owned Amal 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 ensures maximum returns to
them. This model came to be known as "Anand Pattern".

The efficiency of the model was worth replication. Therefore a dairy Programme Called
"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

The emphasis is on the marketing aspects like dealer's attitude, promotional activities
etc. these aspects give exposure on the practical side also for the future marketing executives.
With the above in view, a market study on a popular consumer product is appropriate. The
aspects like promotion activity, product feature, consumer Preference, consumer satisfaction
level and the importance given to all the factors, there Likes and dislikes were taken up for study.

4
1.2 STATEMENT OF THE PROBLEM

Aavin Erode 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 maximum inspiration from the customer side.
If marketing is done without the execution of the customer, it cannot run successfully for a long
period of time. So an analytical study is conducted based on customer satisfaction with regard to
marketing the milk and it by product.

1.3 IMPORTANCE OF THE STUDY

The study is carried out to understand the level of satisfaction of Aavin milk. Users in
Erode District the study makes an attempt to know the awareness level of customers about the
service. So the study can be useful to know more about the Aavin products and various services
provided 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 formulate future practices and
strategies to attract customers. The geographic scope of the study is limited to Aavin milk in
Erode District.

1.4 OBJECTIVES OF THE STUDY:

The following are the important objectives of the study:

• To study the consumer taste and preference of Aavin milk products.
• To study the customer opinion about the brand image.
• To know the customers satisfaction level regarding the Aavin milk.

5
1.5 RESEARCH METHODOLOGY

Methodology is the way to solve the research problems systematically. It may be

understood as a science of studying how research is done scientifically. The selected a particular
place randomly survey. Fundamental to the success of any format marketing research project is
sound research design. A good research has the characteristics viz.. problem definition specific
methods of data collection and analysis, time required for research project and estimate of
expenses to be incurred. The function of a research design is to ensure that the required data are
collected. A research design and simply the framework or plan for the study that guides.

6
1.5.1 DATA SOURCES

Primary Data:
The primary data was collected from the Aavin milk users, through structured questionnaire and
discussion with the Aavin milk users.

Secondary Data:
Apart from primary data, the secondary data is being collected through Text Book, Journals,
Reports and websites.

1.5.2 SAMPLING
Design Sample Size:
Most of them were used Aavin milk in day-to-day life. Out of these, the researchers were
selected 200 users of Aavin milk.

Sampling Area:
The researcher were collected the primary data from Erode city. Therefore the researcher adopted
convenience sampling for the purpose of collecting the primary data.

Period of the Study:

The study covers the periods of three months from the respondents during January 2023 to
March 2023.

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1.5.3 TOOLS USED FOR ANALYSIS

Instrument:
A structured Questionnaire is used, and the type of questionnaire is the target questions.

Methods:
The researcher was conducted by using contact methods through Questionnaire, interview
and Observation.

Techniques for data analysis:

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,

1.6 LIMITATION OF THE STUDY

The following are the important limitation of the study:

 The time limit is one of the main factors to conduct the study effectively.
 The data collection is applicable in Erode 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.
 The respondents may not be true in filling up the questionnaires.
 The study was only confined to 200 respondents.
 The reliability of the data may not be dependable.

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1.7 CHAPTER SCHEME

 The first chapter deals with Research Design. It includes

1. An introduction
2. Statement of the problem.
3. Importance of the study.
4. Objectives of the study.
5. Hypothesis of the study.
7. Limitation of the study.
8. Chapter scheme.

 The second chapter deals with the Profile of the Dairy Development Department.
 The third chapter deals with Consumer Behavior-An Overview.
 The fourth chapter deals with Analysis and Interpretations of the data.
 The fifth chapter deals with Findings, Suggestions and Conclusion.

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 CHAPTER-II

PROFILE OF DAIRY
DEVELOPMENT DEPARTMENT

CHAPTER-II
10
 PROFILE OF DAIRY DEVELOPMENT DEPARTMENT

2.1 INTRODUCTION

The Dairy Development Department was established in 1958 in Tamilnadu. The administrative
and statutory controls over all the milk cooperatives in the State were transferred to the Dairy
Development Department on 18.1965. The Commissioner for Milk Production and Dairy
Development was made as the ”uncti”nal Registrar under the Tamilnadu Cooperative Societies
Act. With the adoption of ‘Anand pattern in the State of Tamilnadu, Tamilnadu Co-operative
Milk Producers’ Federation Limited was registered in the State on 1st February 1981. The
commercial activities of the Department such as Milk Procurement, Processing. 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.

The cattle population in India is approximately 15% of total cattle population in the world. India
stood no. I position in milk production. Tamilnadu is one of the leading states in milk production.
The milk production in Tamilnadu per day is 145.88 Lakh liters

2.2 OBJECTIVES OF THE DAIRY DEVELOPMENT DEPARTMENT

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(1)Assure a remunerative price for the milk produced by the member of the Milk.

(2) Distribution of quality milk and milk products to the consumers at reasonable price

Keeping these objectives in mind, a number of activities are undertaken by the Dairy
Development Department, viz., Provision of free veterinary health cover to all animais owned by
the members of milk cooperatives, implementation of Artificial Insemination Programmer,
supply of balanced cattle feed and inculcation of farmers with the modern animal husbandry
methods and practices.

All activities, which are essential for the up gradation of the milch animals and
improving their productivity in the long run, have been undertaken

Provision of necessary infrastructure facilities for marketing milk and milk products and
supply of quality milk to the consumer has been made by way of establishing new chilling
centers, pasteurization plants and adoption of modern processing system.

2.3 DEPARTMENTAL SET UP

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. Ie. 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

2.4 FUNCTIONS OF THE DAIRY DEVELOPMENT DEPARTMENT

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 The main functions of the Dairy Development Department include Organization of
societies, registration of societies, supervision and control of primary milk cooperatives, District
Cooperative Milk Producers Unions and Tamilnadu Cooperative Milk Producers Federation.

The ”Dairy Development Department exercises statutory function like Inquiry.

Inspection, Surcharge and Super session, appointment of special officers, liquidation and
winding up of dormant Societies etc. The Commissioner for Milk Production and Dairy
Development. Deputy Milk Commissioner (Co-operation), and Circle Deputy Registrars
(Dairying) are vested with quasi-Judicial powers in respect of settlement of disputes, appeal,
revision and review under various provisions of Tamilnadu Cooperative Societies Act, 1983 &
the Tamilnadu Cooperative societies Rules, 1988 made there under.

2.5 PRIMARY DAIRY COOPERATIVES MILK SOCIETIES

A minimum of 25 or more individuals competent to contract under section 11 of the

Indian Contract Act of 1872, owning milch animals, can form a Primary Dairy Cooperative
Society, with one or more villages as its area of operation. Such 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.

2.6 DISTRICT UNIONS OF FEDERATION

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 There are 17 District Co-operative Milk Producers” Unions functioning in Tamil Nadu,
covering 30 Districts. They are

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

2.7 MARKETING

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 The three wings are carrying out the marketing of milk and milk products of the
Federation namely

1. Metro Liquid milk marketing

2. Metro Milk Product marketing
3. Up country marketing

The product wing of the Federation located at Nandanam directly carries of marketing
of the products in Chennai Metro and suburbs. The products are stored at the Godown at
Ambattur and distributed to the outlets.

The sale of milk in sachets is being carried out through 18 zones, 292 Federation
Depots, 184 Fedn. Distribution Points, 38 Whole Sale Milk Distributors, 89 Milk Retailers and
49 Milk Consumers Co-operative Societies and their depots numbering 221 and 142 distribution
points. The sale of milk product is being carried out through 25 parlours, 145 Franchise Retail
Outlets (FROs), 11 Wholesale dealers, and 2824 Retailers. The Federation also caters to the
needs for functions like marriages by booking Special Orders Standardizedmilk, 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 units.

SIGNIFICANT INFORMATION
S.NO ITEMS ACHIEVEMENT AS
ON 01/08/2013

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1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
16.
17.
18.
19.
20.
21.
22.
23.

2.8 EXPORT OF MILK AND MILK PRODUCTS

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 As the TCMPF Lid, is frequently receiving enquiries for export of milk products, it is
contemplated to export details for the 5 years from 2007-2008 to 2011-2012 are as below.

S.NO Product 2007-08 2008-09 2009-10 2010-11 2011-12

1 UHT milk 1 lakh liter 1.50 LLPA 2.00 LLPA 2.50 LLPA 3.00 LLPA
per annum
2 Ghee 3.0 MT 4.00 MT 5.00 MT 6.00 MT 7.00 MT
3 SMP 10 MT 20 MT 30 MT 40 MT 50 MT

I.OBJECTIVES

To maintain pedigreed Jersey cattle, to produce genetically superior Jersey Breeding Bulls and
Cows.
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.

II. SEMEN DISTRIBUTION

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 Frozen Semen Straws produced from this unit are distributed to all the District Co-
operative Milk Producers Unions in Tamil Nadu.

Our other Customers:

Chittoor District Co-operative Milk Producers Union, A.P. Andhra Pradesh Livestock
Development Agency, A.P. Kerala Livestock Development Agency, Palakkad (on exchange
basis) National Dairy Research Institute, Kalyani Department of Animal Husbandry,
HaryanaPatna Animal Development (Pvt) Ltd., Bihar

Private practitioners.
Sikkim Livestock Development Board, Sikkim
Department of Animal Husbandry, Tamil Nadu

III. LIQUID NITROGEN PLANT

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 To meet the Liquid Nitrogen requirement of the Semen Bank, a Liquid Nitrogen Plant
PLN 106 with a capacity to produce 6 Liters/hour (Philips- Holland) was established in this unit
on 17.07.1979.

This Plant was certified as the best maintained Liquid Nitrogen Plant by M/s Philips
Indian the year 1983. During the period 17.07.1979 to 2006-2007, 7.67 lakh litters of Liquid
Nitrogen have been produced. This is the only planı in India run for more than 1.77 lakh hours
continuously since its installation Another Liquid Nitrogen Plant PLN 106, with a capacity to
produce 6 liters per hour was installed in this Farm on 19.10.96. So far the Plant has run 59,549
hours and has produced 2.36 lakh Liters of Liquid Nitrogen.

IV.FODDER FARMS

Location – Kakkathope& Nucleus Jersey Farm complex Area

Under fodder cultivation-64.12 acres.
Fodder cultivated – Oats, Maize &Kikuegrass Average green fodder production – 1000
MT./year Average silage production – 275 MT/year. Quantity of green fodder – 30,211 Metric
Tonnes Produced so far Fodder conserved as silage
So far 6,046 Metric Tones

SPECIAL ACHIEVEMENTS

19
1.The Nucleus fersey and Stud Farm has been granted the ISO 9002 1994 Quality System
Certification by the Bureau of Indian Standards vide License No. OSC/L 008958 with effect
from 25-02-2002 Now, the Quality System Certification of ISO 9002:1994 has been upgraded to
ISO 9001:2000

2. This is the second Farm in India to obtain ISO Certification.

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. Everi 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.

6. The data available in this Farm on semen production, Animal maintenance, Fodder production,
trials on new fodder varieties etc are utilized by Research Scholars and Post- graduate students of
Tamilnadu. Veterinary and AnimalSciencesUniversityandTamilnadu Agricultural University.

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.

2.16 PRODUCT PROFILE

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MILK BI-PRODUCT

1. Ice creams
2. Butter milk
3. Khova
4. Skimmed milk
5. Ghee
6. Butter
7. Flavourd Milk
8.Cheese
9 Aavin mango drink
10.Aavın introducing sugar free ice cream in cups health conscious consumer It is calorie
conscious product

MARKETING:
MILK AND MILK PRODUCTS

The Chennai dairies have marketed an average of 7.19LLPD of milk to customers up to march
2001 Milk is sold in bulk to institutional consumers and to individual consumers and to
individual consumer through 196 automated vending units(AVM), 182 fiber reinforcement
plastic (FRP) tanks and in sachets through 512 boots and 34 parlours, 34 consumers cooperate
societies are functioning in and around Chennai supplying milk to consumers. Aavin milk cards
are available liberally to the consumers throughout the month. Apart from the above, 5 liter milk
cards are also being issued to tea shops, Canteens andretail outlets through the city’s zonal
offices. Further, sale Of milk has been introduced through milk distributors in Chennai.

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 namely:

21
  Metro Liquid Milk Marketing
 Metro Milk Product Marketing
 Up Country Marketing.

The product wing of the Federation located at Chennai directly carries of Marketing of
the products of Madhavaram and suburbs. The products are Stored at the Godown at Chennai
and distributed to the outlets. The sale of milk in sachets in being carried out through 18 zones,
292 Federation depots, 184 Federation Distribution points, 38 whole sale milk distribution and
49 milk consumer co operative societies and their depots numbering 221 and 142 distribution
points. The sale of milk product should carry out through the 25 parlours. The federation also
caters to the needs for the functions like marriages by booking orders.

CHAPTER - III

22
 CONSUMER BEHAVIOUR -
OVERVIEW
CHAPTER-III
CONSUMER BEHAVIOUR – AN OVERVIEW

3.1 INTRODUCTION

23
 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 a 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.

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

a) Internal and External Motives

Internal buying motives are inherent in the minds of consumers. They arise from the
basic wed like hunger, safety, comfort, pleasure, ect, faternal buying motives may be rational or
emononal External buying motive are those which a customer learns or acquires from his
etyronment. Social status, social acceptance, achievement ect, are examples of such motive
Incrime, education, occupation, religion, culture, family and social environment mfluence
external motives

b) Rational and Emotional 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

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 c) Product and Patronage Motives

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

Secondary or selective buying motives induce consumers to buy certain kinds of

products. These include desire for convenience, dependability, durability, economy, versatility
ect.

A consumer buys a particular product because he is influenced by certain motives.

Motives are a strong feeling, urge, instinct, desire or emotion that makes the buyer to react in the
form of a decision to buy. For that matter, every human activity is motivated and is not
spontaneous. Consumers, for example, are goal- seekers who gratify their needs by purchases
and consumption. In other words, need are the motivational elements behind purchase. The need
were classified by Abraham H.Maslow,, ina pyramid from known as „Hierachy of Need.

i) Physiological Needs:
These are considered to be basic needs and have the first priority. Need for food, drink,
sesect. Come under this group.

ii) Safety Needs:

These need consist of economic and social security. Insurance is an example

25
iii) Social Needs:
Also termed as belongingness and love needs. The act of purchasing in society.
Most of the luxury item is bought to satisfy this need.

iv) Esteem Needs:

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.

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.

3.3 CONSUMER BUYING DECISION PROCESS

Introduction
The process through which consumers proceed while making the buying decisans is
known as the consumer buying decision process. This process consists of five stages as shown in

26
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
microovan state-a and the actual condition- a 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
After recognizing the problem or need, a buyer searches for product information that can
resolve the problem or satisfy the need. For example, the housewife may search for information
on our different types and brands of microovan. She acquires information over time. There are
types of information search. In the internal search, she searches her memory for information
about microovan. In case necessary information in not retrieved from memory, she seeks
additional information through external search which consists of friends, relatives and the media.
A consumer study has down that word of mouth 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
A successful information search yields a number of brands that a buyer views as
possible alternatives. This group of products is called the buyer's evoked set. For example, an
evoked set of microovan might include those made by LG, Whirlpool. Samsung and Philips.
Various objective and subjective characteristics that are important to the buyer are use to evaluate
the alternatives. Cost and warranty arte examples of objective criteria where brand image and
style are examples of subjective characteristic.

27
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.

e) Post-purchase Behaviour
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 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.
It's necessary to clarify some points about consumer buying decision process. First, the
actual act of purchasing is only one stage in the process, and usually not the first stage. Second,
all consumers do not necessarily pass thought all stages in the buying process. Buyers may end
the process at any stage. All consumers do not reach the purchase stage Finally, all consumer
decisions do not always include all the five stage. Person engaged in extended problem solving
usually go through al stage of the decision process. But those who engaged in limited problem
solving and routine response behaviour may omit some stages.

28