ANNAMACHARYA INSTITUTE OF TECHNOLOGY AND SCIENCES,

RAJAMPET

A STUDY ON CONSUMER BEHAVIOUR WITH REFERNCE TO HERITAGE FOODS INDIA LTD, KASIPENTLA

PRESENTED BY
D.LAKSHMI NARASIMHA RAJU
(H.T.NO: 21701E0025)
Under the Guidance of
Dr.T. NAVENEETHA ,MBA
ASSISTANT PROFESSOR
 1. Introduction

Consumer behaviour is helpful in understanding the purchase Behaviour and preferences of different consumers. As
consumers, we differ in terms of sex, age, education, occupation, income, family setup, religion, nationally and social
status.

This present study is to identify the level of satisfaction and the behaviour of the consumers towards the Heritage Milk in
Tirupati region, which is very essential for the company’s future changes.

 The term consumer behaviour is defined as the behaviour that consumer display in searching for, purchasing using,
evaluating and disposing of products and services that they expect will satisfy their needs.
 1.2 Background of the Study

 Heritage foods (I) limited (HFIL) was incorporated under the companies Act 1956 as a public limited companies 5 th June
1992. The promoters have long and varied experience in administration as well as management of business.

 The company Managing Director is Mrs. N. Bhuvaneswari. It is having mainly 6 branch offices and 14 sub-plants. The
Head office of HFIL is at Hyderabad (AP).
 REVIEW OF LITERATURE
2.1 Industry profile

The main occupation in Andhra Pradesh is cultivation. The villages reflect the socio-economic development, moral and
cultural values of human race Dairy stands as the back bone of Agriculture and at the same time it maintains important
role for stability of rural economic conditions and helps to maintain nation’s health by supplying sweet milk. It provides
not only health but also income to milk producers.
 2.2 Company profile

Heritage foods (I) limited (HFIL) was incorporated under the companies Act 1956 as a public limited companies 5 th June
1992. The promoters have long and varied experience in administration as well as management of business.

THE FOUNDER

Sri NARA CHANDRA BABU NAIDU

Heritage Foods (India) Limited, India

Sri Chandra Babu Naidu is one of the greatest Dynamic, Pragmatic, Progressive and Visionary Leaders of the 21 st
Century.
 2.3 Product Profile

Heritage Milk a naturally nutritive, rich, fresh, wholesome food par excellence which self-contained protective food
characteristic. Hygienically procured, pasteurized and poly packed under PEA standards, Heritage milk is a complete
food for any age be it children Teenagers, adults, expecting mother as older citizens, rich with just about all essential
nutrients.

The milk products of dairy are as follows;

 Ghee 1

 Skimmed milk powder

 Butter milk

 Curd
3. RESEARCH METHODOLOGY
3.1 Statement of the problem

Milk products are produced and to be sold by many companies in different brand names, textures etc. In recent days as the
income is raising, the consumption of dairy products is also increasing day by day. The consumer preference of milk
products is also changing and many company may change their preference towards the people. This may cause a price
variation in products which are sold by the company. The important preference of every individual is based on taste,
quality, quantity and also price. There is a competition in every company to satisfy the needs of every consumer buying
their product.
3.2 Need for the study

Consumer behaviour is helpful in understanding the purchase Behaviour and preferences of different consumers. As
consumers, we differ in terms of sex, age, education, occupation, income, family setup, religion, nationally and social
status. Because of this different back ground factors, we have different needs and we only buy those products and
services, which we think, will satisfy our needs. In today’s world of rapid changing technology, consumer tastes are also
characterized by fast changes. To survive in the market, a firm has to be constantly innovating and understand the latest
consumer trends and tastes. Consumer behaviour provides invaluable clues and guidelines to marketers on new
technological frontiers, which they should explore.
 3.3 Objectives of the study
1. To measure the degree of Consumer awareness towards HERITAGE MILK in TIRUPATI.

2. To find out the satisfaction level of consumers with respect to HERITAGE MILK attributes.

3. To analyse factors that determines consumer’s choice while purchasing branded milk.

4. To know customers opinion on quality, price, packing of HERITAGE MILK compare to other brands.
 3.4 Significance of the study

There are many myths about the negative impacts of milk on health. Changing how much milk you drink because of
these myths may mean you are unnecessarily restricting this highly nutritious drink.

Australians often restrict dairy foods when they try to lose weight, believing them to be fattening. While dairy products
naturally contain fat, there are many reduced fat products available.

Dairy foods like milk, yoghurt and cheese (particularly reduced-fat products) are not a threat to good health if had as part
of a well-balanced nutritious diet
3.5 Sampling Technique

For this study I approached random sampling method.

3.6 Sample size

Sample size: 160

Sampling Unit:

Respondents have been selected from the different areas of Tirupati Region.

Sampling Procedure:

The sampling method used was convenient sampling; this sampling method was because of lack of time and lack of
through knowledge about universe. The sampling unit mostly selected from the customers. The sample size was fixed to
‘160’ respondents; the sampling procedure is response from.
3.7 Sources of data

Survey Approach

The questionnaires were administered through direct contact with respondents.

Primary Data:

This consists of original information gathered for specific purposes. The normal procedure is to interview the people
individually and or in group, to get the required data.

Secondary Data:

This consists of original information that already exists somewhere, either in some annual records or magazines etc,
having been collected for another purpose. Here the researcher has both primary and secondary data.
3.8 Statical tools used

Percentage Analysis:

In research various percentages are identified in the Analysis and they are presented pictorially by way of Bar
Diagrams and Pie Charts in order to have a better quality.
4. DATA ANALYSIS AND INTERPRETATION

TABLE – 4.1

SIZE OF THE FAMILY TO CONSUMERS PURCHASING MILK

Number of
Size of the Family Percentage (%)
Respondents
2 Persons 30 18.75
3 Persons 45 28.12
4 Persons 60 37.05
Above 4 Persons 25 15.62
Total 160 100

INTERPRETATION:
The above table No 4.1 indicates 37.5 percent of the respondent’s family size is 4 persons, 28.1 percent of the
respondent’s family size is 3 persons, 15.62 percent of the family size is above 4 persons and remaining 18.7 percent of
the respondent’s family size was 2 persons.
TABLE – 4.2
CONSUMER PREFERENCE TOWARDS VARIOUS MILK
T
Number of Percentage (%)
Type of Respondents
Milk
Cow’s milk 30 18.75
Buffalo’s milk 40 25
Packed milk 90 56.25
Total 160 100

INTERPRETATION:

The above table No 4.2 indicates 56.25 percent the respondents prefers packed milk, 25 percent of them prefer buffalo’s milk and
remaining 18.75 percent of the respondents prefer cow’s milk.
TABLE – 4.3
CONSUMERS PREFERENCE TOWARDS QUANTITY OF MILK
Pack Size Number of Respondents Percentage (%)

200ml 26 16
500ml 102 64
1 liter 32 20
Total 160 100

INTERPRETATION:

The above table 4.3 indicates that 64 percent of the respondents prefer 500ml packets, 20 percent of them prefer 1-
liter packets and remaining 16 percent of the respondents prefer 200ml pack size.
TABLE – 4.4
RESPONDENTS BRAND AWARENESS TOWARDS HERITAGE MILK

Awareness Number of Percentage (%)

Respondents

Yes 110 69
No 50 31
Total 160 100

INTERPRETATION:

The above table No 4.4 observe that 69 percent of the respondents are yes 31 percent are no of Heritage milk.
TABLE – 4.5
CONSUMER PREFERENCE TOWARDS BRANDED PACKED MILK
Brand Number of Respondents Percentage (%)
Heritage 160 50
Tirumala 40 12
Balaji 44 14
Sangam 56 17
Others 20 7
Total 320 100

INTERPRETATION:

The above table No 4.5 observe that 50 percent of the respondents prefer heritage milk. 17 percent of the
respondents prefer other brands 33 percent.
TABLE – 4.6
CONSUMERS USAGE TOWARDS VARIOUS MILK PRODUCTS AT HERITAGE MILK
Year of Experience Number of Respondents Percentage (%)
Below 6 months 29 18
6 months to 1 years 45 28
1-2 years 49 31
More than 2 years 37 23
Total 160 100

INTERPRETATION:

The above table 4.6 indicates that 31 percent of the respondents purchasing from the period of 1-2 years, 28 percent
respondents purchasing from the period of one to 6 months to 1 year, the period of the more than 2 years above 23 percent.
TABLE – 4.7
FACTORS INFLUENCING TO PURCHASE CURRENT BRAND
Influencing Factors Number of Respondents Percentage (%)
Quality 92 57
Packing 26 17
Price 32 20
Advertisement 10 6
Total 160 100

INTERPRETATION:

The above table No 4.7 indicates that 57 percent of the respondents purchasing heritage milk was quality, response
of Price 20 percent and 16 percent purchasing for packing, 6 percent of advertisements.
TABLE – 4.8
MEDIA INFLUENCES IN INCREASE THE SALE PROMOTION OF HERITAGE MILK
Media Number of Percentage (%)
Respondents
Hoardings 43 27
Wall posters 15 9
Friends 102 64
Total 160 100

INTERPRETATION:

The above table No 4.8 shows that 64 percent of the respondents knows of Heritage brand by friends, 27 percent of
the respondents know of Heritage milk by hoardings and remaining 9 percent of the respondents know of Heritage by wall
posters.
TABLE – 4.9
CONSUMERS OPINION OF COMPARED TO OTHER BRANDS OF MILK
Opinion of Price No. of Respondents Percentage (%)

Thickness 70 44
Brand Image 50 31
Available 30 19
Price 10 6
Total 160 100

INTERPRETATION:

The above table No 4.9 shows that 44 percent of the respondents feel that the thickness, 31 percent of the response
of brand image, of the respondents available 19 percent of the 6 percent respondents of the price.
TABLE – 4.10
CONSUMERS SATISFACTION LEVEL OF HERITAGE MILK
Satisfaction Number of Respondents Percentage (%)
Highly satisfied 49 31
Satisfied 96 60
Neither satisfied nor dissatisfied 10 6
Highly Dissatisfied 5 3
Total 160 100

INTERPRETATION:

The above table No 4.10 indicates that 60 percent the respondents was satisfied, 31 percent of the respondents were
highly satisfied.
TABLE – 4.11
CONSUMERS OPINION OF THE QUALITY OF HERITAGE MILK
Rank of Quality No. of Respondents Percentage (%)
Excellent 83 52
Good 50 31
Average 21 13
Poor 6 4
Total 160 100

INTERPRETATION:

From the above table No 4.11 is inferred that 52 percent of the respondents feel quality was excellent, 31 percent of
the respondents feel good, 13 percent of the respondents feel average and remaining 4 percent of the respondents feel
quality was poor.
TABLE – 4.12
RESPONDENTS OPINION ON MEDIA FOR SALES PROMOTION
MNo. of Respondents Percentage (%)
Media
Hoardings 90 56
News papers 30 19
Radio jingles 25 16
Display broad 15 9
Total 160 100

INTERPRETATION:

The above table No 4.12 indicates that 56 percent of the respondent’s opinion was hoardings is the best media and
18 percent go to News papers through radio 16 percent through the display broad 9 percent.
TABLE – 4.13
CONSUMERS OPINION ON PRICING OF HERITAGE MILK
O of Respondents
No. Percentage (%)
pinion of
Price
High 50 31
Very high 26 16
Moderate 84 53
Total 160 100

INTERPRETATION:

The above table No 4.13 indicates that 53 percent of the respondents feel that the heritage price of the milk is
moderate of the respondents high 31 percent of the respondents very high 16 percent.
TABLE – 4.14
CONSUMERS OTHER PRODUCT OFFERING HERITAGE
No. O
of Respondents Percentage (%)
pinion of
Product
Butter 45 28
Paneer 21 13
Ghee 58 37
Doodh Peda 36 22
Total 160 100

INTERPRETATION:

The above table No 4.14 indicates that 37 percent of the respondents feel that the heritage ghee and 28 percent of
the respondents of Butter, 22 percent of the respondents.
 5.1 FINDINGS

 It is found that 50% are aware of Heritage milk in compute.

 50% of the respondents prefer Heritage milk only few respondents prefer other brands.

 64% of the respondents giving first priority to the quality of the milk, and second priority goes to price, only very few
members purchase milk on the basis of advertisement.

 Large portion of the respondents are known of Heritage brand through friends, accountable number of the respondents
known of Heritage milk by hoardings and remaining minority of them known of Heritage by wall posters.

 Majority of the respondents are satisfied and, minority of the respondents are highly satisfied and considerable number
of the respondents neither satisfied nor dissatisfied and, only 3% of the respondents highly dissatisfied of Heritage milk.
5.2 SUGGESTIONS

1. Efforts should be made to improve awareness of Heritage products through regular interaction with end users.

2. Information regarding the manufacturing facilities and the hygienic conditions maintained by Heritage dairy should
be provided to the consumers in the form of attractive pamphlets.

3. Promote and sponsor athletics and sports meet in various colleges and schools by projecting the Heritage dairy milk
mascot. It has to cover by local T.V network.

4. Improve the quality, competitive pricing and better packing innovations should be concentrated by the company to
increase sales volume by Heritage milk.

5. The company should conduct meets in flats, colonies and uncovered areas form now for promoting the brand.
5.3 CONCLUSION

The traditional quality assurance systems are becoming absolute and are getting globally replaced by HACCP based
system complemented by Good Hygienic Practices, Good Manufacturing Practices etc. in the dairy industry will enquire a
strong commitment from the management, the quality mark certification organization and finally the regulatory authorities
to make HACCP, including sanitation programs, as part of their regulations.
5.4 QUESTIONNAIRE
1. No. of Family members: 5. Which brand you would like to use regular:

(i) 2 Persons (ii) 3 Persons (iii) 4 Persons (iv) Above 4 Persons (i) Heritage (ii) Sangam (iii) Tirumala (iv) Balaji (V) Dodla

2. Which Milk do you prefer: 6. Since how long have you been using Heritage milk:

(i) Vendor’s milk (ii) Packed milk.
3. Which size of pack do you refer:
(i) 500ml (ii) 200ml (iii) 1litre (iv) Above 2ltrs
(i) Before 6 months (ii) 6 months to1year (iii) 1 to 2years (iv)
More than 2years
7. What are the factors that influenced you to purchase
Heritage milk :

4. Do you know Heritage milk : (i) Quality (ii) Packing looks/Styling (iii) Price (iv)
Advertisement
(i) Yes (ii) No
5.5 BIBLIOGRAPHY
Books Referred

 PHILIP KOTLER – “Marketing Management”, 13th edition, Pearson education

 C.R. KOTHARI – “Research Methodology”,2nd edition New Age International P ltd

 G.C. BERI – “Marketing Research” ,3rd edition, TATA MC Grawhil, New Delhi.

Website:

 www.wikipedia.com

 www.heritagefoodsindia.co.in
Thank you