A STUDY ON CONSUMER PREFERENCE Of Milk Products

With Reference to

NELLORE DISTRICT MILK PRODUCERS VI AYA DAIRY

NELLORE A Project report submit for the partial fulfillment of requirements For the award of degree of MASTER OF !USINESS ADMINISTRATION
Submitted by

K" SURES#
Regd No! "#$%&'###'( Under the esteemed guidance of S$t" %"SU!#A& M!A"
FACULTY OF MANA%EMENT STUDIES

ADITYA INSTITUTE OF P"%" STUDIES Affili't(d )* A+d,r'U+i-(rsit*

SURAMPALEM

.//01./2/

ADITYA INSTITUTE OF P"%" STUDIES Affili't(d )* A+d,r' U+i-(rsit*

SURAMPALEM

!ONAFIDE CERTIFICATE

)his to certif* that the project wor+ entitled , A STUDY ON CONSUMER PREFERENCE OF MILK PRODUCTS IN T#E NELLORE DISTRICT MILK PRODUCERS MUTUALLY AIDED CO1OPERATIVE UNION LTD is a bonafide wor+ done b* Administration b* Andhra /ni0ersit* during the academic *ear "##$ 1 "#'# 3RE%ISTER NO4 ./0562///278 in partial fulfillment of the requirement for the award of -aster of .usiness

S$t" %" SU!#A

Mr" "NA%ENDRA KUMAR

2FA3/L)4 5/67E8 Department of Management studies

29EA7 OF )9E 7EPAR)-EN)8 Department of Management studies

Su)$itt(d for Vi-' 9 Voc( E:'$i+'tio+ ,(ld o+4 ;;;;;;;;;;;;;;;;;;;;;;;

INTERNAL E<AMINER

E<TERNAL E<AMINER

DECLARATION
: ;/RE;9 Regd No ! "#$%&'###'( Final 4ear - . A < A76)4A 6N;)6)/)E OF P 5 ;)/76E;< ;/RA-PALE-

6< : ;/RE;9 Regn No !"#$%&'###'( & Final 4ear - . A student of7epartment of -anagement ;tudies< A76)4A 6N;)6)/)E OF P 5 ;)/76E;< SURAMPALEM do hereb* declare that the project entitled A STUDY ON CONSUMER PREFERENCE OF MILK PRODUCTS IN T#E NELLORE DISTRICT MILK PRODUCERS MUTUALLY AIDED CO1 OPERATIVE UNION LTD the degree of,,submitted in partial fulfillment of the requirement for the award of M'st(r of !usi+(ss Ad$i+istr'tio+ of the Andhra /ni0ersit*< is m* original and independent wor+

Place 7ate

: !

Si=+'tur( of stud(+t"

ACKNO>LED%EMENT

6 gracefull* ac+nowledge m* sincere than+s to -r = NA5EN7RA :/-AR< Principal< 9O7< A76)4A 6N;)6)/)E OF P 5 ;)/76E;< for e>tending his +ind co?operation and support during the period of wor+ 6 con0e* m* heartiest than+s to -r ;R679ER 2A5- ?;-78< TECUMSE# INDIA PVT"LTD& who +indl* granted permission to do this project report in his esteemed organi@ation

6 e>press a deep sense of gratitude to m* 5uide S$t" %"SU!#A& M!A& 7epartment of -anagement ;tudies<ADITYA INSTITUTE OF P"%" STUDIES for her encouragement< support and guidance to complete this project wor+ successfull*

Finall*< 6 e>press m* sincere than+s and deep sense of gratitude to m* parents and friends for gi0ing timel* ad0ice in all the wa*s and in all aspects for doing the project

2: ;/RE;98

CONTENTS

CHAPTER

PARTICULARS INTRODUCTION Introduction Need for the study Scope for the study Objectives of the study

Page no.

1 4 5 6 7

Limitations of the study II

INDUSTRY PROFILE COMPANY PROFILE

!1

!! !"

MAIN THEME OF THE PROJECT III #heoretica$ frame %or& )ata *na$ysis and Interpretation '( '7 '8 7!

RESULTS AND CONCLUSION +indin,s IV Su,,estions -onc$usion .ib$io,raphy /uestionnaire 7' 74 75 76 77 78 7" 85

INTRODUCTION

)he current project is carried out for Aija*a 7air* Ltd Bhich deals with 0arious dair* products -il+< .utter -il+< curd 3heese etcCD 9a0ing arri0ed in the mar+et during '(E( starting with the initial capacit* of '"### it of mil+ handling per da* but now the handling capacit* of mil+ has increased to &### per liter After the entr* point of pri0ate mar+et pla*er< li+e dodla< Ram*a< ;ai)hirumala< .alaji etc Aija*a 7air* mil+ has started losing their mar+et share )he 3ompan* belie0ed that it is true to conduct a mar+eting research to spread more light on this issue )he objecti0e of the research was to anal*sis customer preference regarding ' " Purchase .eha0ior Post purchase .eha0ior

PURC#ASE !E#AVIOR4
3onsumer ma+es two t*pes of Purchase! )rial Purchase and Repeat Purchase 6f a consumer purchases a product a product for the first time and bu*s a smaller quantit* than usual< this purchase beha0ior in which consumer attempt to e0aluate a mouthwash about which ma* be uncertain< the* are li+el* to purchase smaller trail quantities< than if it were a familiar brand

POST PURC#ASE EVALUATION4

As consumer use a product< particularl* during the trial purchase< the* e0aluate this performance in light of their own e>pectations As important component of post purchase e0aluation is the reduction of uncertaint* or doubt that the consumer might ha0e had about the selection As part of their post 1 purchaser anal*sis consumers tr* to reassure themsel0es that their choice was a wise on that is the* attempt to reduce post 1 purchase cogniti0e dissonance

CONSUMPER PREFERENCE41
-ost of the consumers are health conscious< which tend to ma+e them to go for mil+ -il+ is being the most essential one in the drin+s i e 3offee< )ea and Others 3onsumerFs food habits ha0e made them to purchase mil+ Either from the mil+ 0endors or form the dair* booths 3onsumers bu* the mil+ based on their da* 1 to 1 da* requirements of the hose hold )he infusing factors are geographical area in which their li0e and income le0el 5eographical area in this conte>t means that the consumers whether their resided in 0illages< town and cities< i e rural and urban areas )he consumers who reside in the towns and cities preferred mil+ from the dair* booths i e which a0ailable in different quantities at a place nearest to them -ainl* because of qualit* of mil+< brand< a0ailabilit* and price the consumers preferred mil+ which is mostl* pasteuri@ed

)he research was restricted to the town of Nellore onl* and carr* out o0er a period of three months 7ata was collected through floated on the users of Aija*a -il+ onl* to find out information li+e frequenc* purchase no of liters consumed preference mode of for purchase other preference li+e the 9*gienic condition Pac+ing< qualit* etc < offered b* Aija*a 7air* mil+ )he data obtained was subject to qualitati0e and quantitati0e anal*sis )he

recommendation made to te management to help them to suitable b* focus new promotional acti0iti$es the retain the e>isting lo*al customers and to regain the lost mar+et share ;atisfaction le0el and then to anal*sis and interpret the obtained information and to suggest the compan* to modif* its mar+eting strateg* to increase mar+et share

NEED FOR T#E STUDY

For most of the -il+ and other dair* products was a0ailable in 0er* few outlets )hese outlets are owned b* the go0ernment but now the mar+et is open and so lot of pri0ate mar+et pla*ers li+e 7odla< Ram*a etc < ha0e also ta+en a large part of mar+et share enjo*ed aggressi0e sales and promotions At this point the management of Aija*a 7air* Limited decided the need for more information on the customer preference le0el and their satisfaction le0els to find out the brand lo*alt* towards Aija*a 7air* -il+ so that at least e>ist in customers would not be lost an* more and thatFs wh* the current project title A ;)/74 ON 3ON;/-ER PREFEREN3E OF A6=A4A -6L: OF A6=A4A 7A6R4 L6-6)E7< NELORE what under ta+en b* the researcher to e>tract information on customer preference< opinion< satisfaction le0el and then to anal*sis and interpret the obtained information and to sugges the compan* to modif* its mar+eting strateg* to increase mar+et share

SCOPE OF T#E STUDY

)he area of the stud* is Nellore town the research is conducted basicall* to find out the brand lo*alt* which the compan* is ha0ing among the e>isting customers through finding out their preference and satisfaction le0el towards 0arious attributes offered b* Aija*a 7air* -il+ )his stud* will help the compan* to anal*@e the following areas

'

)arget customers based on age< gender and income le0el

"

9elps in designing a better promotional acti0it* as required b* the customers

9elps finding out real preference le0el of customers towards each attribute of Aija*a7air* -il+ and de0elop qualit* attributes according to customers requirement

O! ECTIVES OF T#E STUDY

PRIMARY O! ECTIVES4 1

10

#o find out the consumer preference of various attributes %hi$e buyin, 1ijaya )airy 2i$&0

SECONDARY O! ECTIVES4 1

'

)o find out the consumer general satisfaction le0el about the 0ija*a dair* mil+

"

)o find out the consumer awareness of 0arious brands of mil+ a0ailable in the mar+et

)O -easure the satisfaction le0el of the customers of the Aija*a 7air* -il+

&

)o find out the 0arious factors consider b* the consumer while purchasing -il+

)o +nowing the consumerFs satisfaction le0el in all aspects

LIMITATIONS OF T#E STUDY

'

;ince the sample si@e is limited to "## onl*< there is chance for non 1 sampling error can lead to less precession in the Anal*sis

"

;ince the project is confided onl* to the users of Aija*a 7air* -il+ there is e0er* chance for personnel bias

)he stud* is onl* conducted in Nellore district

&

)he time stud* for the research is also limited

INDUSTRY PROFILE
INTRODUCTION
-il+ is the food< which contains 0itamins< proteins< fats and carboh*drates E0er* human being consumes mil+ atone time or more Borld 9ealth Organi@ation suggests that the infants should be fed compulsoril* with mother mil+< because it pro0ides all the necessar* fats< proteins< etc < which is essential for the growth of the bab* 6f mother feed is not a0ailable the* suggest animal mil+< this shows what major role mil+ is la*ing in our dail* life 6ndia is the second highl* populated countr* and is about to occup* the first position in producing mil+ 6n 6ndia the major source of income is Agriculture 7air*ing is one of the best instruments for bringing up the socio?economic de0elopment of the countr* 7e0eloping countries li+e 6ndia rural people depend on agricultural income li+e farming< dair*ing etc< )he 6ndian dair* industr* is e>pected to retain for its indigenous character for a long time because of consumer tastes for articles of food so far delicacies are concerned 7air* de0elopment in 6ndia has been most spectacular in recent *ears< while chief contributing factor to this achie0ement is the Anand pattern of dair* cooperati0es No less

creditable has been a concerned effort of the national dair* de0elopment and the 6ndian dair* de0elopment )hese two institutions ha0e been responsible for the dair* de0elopment in 6ndia since '(H# 7air*ing is considered as a whole when it contains elements li+e production< procurement and mar+eting :aira 7istrict 3o?operati0e -il+ Producers /nion Limited, adopted this integrated approach )his integrated approach in dair*ing is pro0ed to be successful with A-/L and later this integrated approach is come to be +nown as ANAN7 PA))ERN OF 7A6R4 3O?OPERA)6AE;,

IMPORTANCE OF MILK
-il+ as we all +now is a mi>ture of a 0ariet* of nutrients -il+ is a pol*saccharide constitute of our food -il+ on digestion gi0es glucose and lactose -il+ ????????????? glucose I lactose Be all +now that our bod* does e0entuall* stop growing outwardl*< but our bones and tissues donFt )he* are constantl* being renewed 6n fact bones are ali0e and the* need constant suppl* of calcium and other nutrients in order to be strong -il+ pro0ides at least '& other important nutrients< all performing different and important functions As part of a well balanced diet mil+ and other mil+ products are important through out our life As we grow into adulthood< we tend to consume less and less of mil+ 6n toda*Fs mar+et place< where there is a bewildering arra* of mil+ products< there is a mil+ product for

almost e0er* one Once consuming cowFs mil+< infants under one *ear should stoc+ to whole mil+ for the growth and energ* needs

MILK IN VARIOUS PARTS OF INDIA RAJASTHAN DAIRY TURNOVER UP

)he Rajasthan 3o?operati0e 7air* Federation Limited 2R37FL8 has recorded a turno0er of Rs '%( crores during '((E?(H< a &(J increase o0er pre0ious fiscal Rs '#( crores Profitabilit* too increased Nine unions posted cash profit< si@e of that earned a net profit for '((E?(H where as in '((G?(& onl* four unions earned cash profit with a single union producing a net profit

!I"# TESTIN$ %A!PAI$N IN JAIPUR

3onsumers of loose mil+ in =aipur are cheated to tune of Rs "E crores e0er* *ear b* wa* of adulteration of water in the mil+
; no -il+ be0erage 2'cupK$#@K"%# ml8 Fat 2grams8 )otal calories

' " G & % E H

Bhole mil+ "J 'J ;+im .Fmil+ 3hocolate partl* s+immed 2 " J 8 7r*<s+im<instant2"%g8

( E G )race " % )race

'%H '"# '#$ (' '#% '$( ('

-il+ testing campaign popularl* +nown as 7oodh+a7oodhpani+apani, was organi@ed from '%th =une< '((E to G#th =une '((E co0ering prime localities of =aipur cit* -ore than E## mil+ samples were tested in the presence of consumers and the* were simultaneousl* briefed about the importance of ;NF in mil+ 7etailed anal*sis that onl* '(J of the samples were unadulterated and remaining $'J samples were containing water percentage ranging from '#J to &#J 6t was also obser0ed that almost EE<### liters of water was being sold in disguised of mil+ 0aluing to H " la+hs per da* 5ujarat mil+ co?operati0e sets e>port house status )he 5ujarat 3o?operati0e -il+ -ar+eting Federation Limited 253--F8 +nown from its Amul brand mil+ products reported an ''J increase in its e>port turno0er during the financial *ear ended march '((H 2from Rs '$ H crores to Rs "# % crores8 and it has been accorded the e>port house status 6t reported a "&J growth and sales figure reached Rs 'G$" crores to Rs ''#H crores Amul dair* with a *earl* turno0er of Rs G$# crores and dail* pa*ment of Rs H# la+h to % %' la+h membersF in (E" 0illages celebrates amulutsa0 in its %#th *ear

$OA TO PRO!OTE DAIRY INDUSTRY

5oa 5o0ernment is now focusing its efforts on the promoting dair* farming in the state A subsid* of "%J up to Rs "% la+h on the in0estment is pro0ided< gi0ing this sector the status of industr* Enhanced production will reduce 5oaFs dependence on imports of mil+ from neighboring states O0er &%### liters mil+ comes into the state dail* from dairies in the other states as local unions produce barel* %#### liters of mil+ per da*

ANDHRA PRADESH &EDERATION STRIVIN$ TO STAY A &"OAT

Andhra Pradesh< which set an en0iable record in the growth of the dair* products and in the launching of operation flood in the three decades prior to '(('< appears to be heading for the decline in its position E>perts ha0e anal*@ed the causes of the regressing but correcti0e measures< which should ha0e been initiated< are still a long wa* off )he Andhra Pradesh 7air* 7e0elopment 3o?operati0e Federation 2AP773F8< which has major sta+e in the dair* industr*< is gripping with the situation to find a durable solution Poor utili@ation of infrastructure facilities and inabilit* to ta+e time measures to tac+le competition from pri0ate dairies had pro0ed costl* for the AP773F whose debt equit* ratio stands at '!' GE )he AP773F has an installed capacit* of "G $H la+h liters per da* with EE mil+ chilling centers< H factories< " major 7airies and '# district unions 6t has %E$G mil+ co? operati0e societies with an enrollment financial assistance up to Rs G% &$ crores of which

Rs "E ' crores came from plan fund< of the total share capital of Rs "$ %$ crores< the 5o0ernment share is Rs '$ '$ crores 6n Andhra Pradesh procurement is mostl* of buffalo mil+< is subject to seasonal flections 7espite the uncertainties< things went off weal for the federation but liberali@ation polic* of the central 5o0ernment has boosted the entire of pri0ate enterprises in the dair* sector which has resulted in deep cuts in the procurement of mil+ b* AP773F Low producti0it* of the mil+ cattle in the state and inadequate measure to upgrade the cattle has also resulted in mil+ procurement )his situation had cascading effect on the manufacture of the mil+ products and the capacit* had come down from %#J in '((G?(& to &GJ in '((%?(E Production of mil+ products fell b* "(J in '((% compared to the pre0ious *ear Of the '# district unions< the finances of the 5oda0ari district co?operati0e mil+ producers union and that the 3uddappa ha0e become so poor that it has been decided to liquidate the two unions 9owe0er< the unions of the east and west 5oda0ari districts for better 0iabilit* and management )he as arrears to the farmers< has been di0ided to be liquidate 6n spite of the steep reduction in the procurement of mil+< the federation was able to maintain its sales turno0er at Rs E % la+h per da* )he federation has not been able to raise the selling price of mil+ in proportions to raise in procurement costs )he cost of man power per liter of mil+ increased from Rs ' GG in '((&?(% to Rs ' H" in '((%?(E and to Rs " '" in '((E?(H )he total liabilit* of the federation to N77. stood at Rs '%& "Ecrores )he federation has a0ailed a loan of Rs $ #Gcrores from the National 3o?operati0e 7e0elopment 3orporation to ta+e up integrated dair* de0elopment

in the non?operation flood areas of )elengana region through the objecti0e of the federation has shifted from social responsibilit* to the commercial 0iabilit*< it has to maintain a balance between the two< despite the high operational costs and low capacit* utili@ation 6n the organi@ed sector in A P '' pri0ate units ha0e been registered with an installed capacit* of $ EHla+h liters per da* 6n addition about G% pri0ate units with a capacit* less than '#### liters per da* ha0e sprung up

RAIDS ON UTTAR PRADESH DAIRIES TO %HE%# ADU"TERATION

Frequent reports on contaminations of mil+ and mil+ products ha0e promoted officials of the health department and / P to launch surprise inspection of dairies across towards complaints of adulteration in pac+ed mil+ based products A special team of health officers was sent from Allahabad and Luc+now to raid dairies at 0arious places follow in reports of harmful chemical urea being mi>ed in mil+ and mil+ based products

PRIVATE DAIRIES SEE# IN TO #ARNATA#A

)he :arnata+a state 5o0ernment has recei0ed pri0ate organi@ation heritage< 0intage and Niligiries to manufacture mil+ products and pasteuri@e mil+ Bhile the state 5o0ernment does not ha0e nor issued dormer to an* of the & organi@ations< their complaints against pri0ate dairies had 0iolated norms in mil+ pasteuri@ation -inister of animal husbandr* -r Ningaiah

said necessar* action would be ta+en and also stated that the :arnata+a mil+ federation would be protected from the danger posts b* and pri0ate dairies

!I"# TO REP"A%E "I'UOR IN HARYANA

6n order to co0er up losses arising out of 5o0ernment polic* liquor prohibition< the 9ar*ana tourism corporation plans to con0ert liquor hares at 0arious resorts into mil+ bars Bhile final plans are *et to be formulated< sale of 0arious products li+e lassi< ice creams would be underta+en

STRESS ON REITA"I(ATION O& %O)OPERATIVES

)here is an urgent need to re0itali@e the mil+ co?operati0es in the wa+e of past liberali@ation era which has the mushrooms of the large number of pri0ate sector dealers all o0er 6ndia )he state ha0e been instructed b* the 5o0ernment and 3o?operati0e owner dairies tightened their qualit* testing mechanism that stern action would be ta+en against those indulging in adultering of mil+ and sale of such mil+ which is a punishable offence under the pro0isions of pre0ention of food adulteration rules '((% ,

&INAN%E &OR HI)TE%H STERI"I(ATION

5o0ernment of 6ndia and France had finali@ed a protocol under which a loan of &H Hmillion Frances is being e>tended to dair* sector in the countr* this *ear Of this< "H H million France had ga0e to N77. and the ret "# million francs i e < '&crores roughl* to

AP773F for purchase and installation of high temperature short time sterili@ation machine )he new machine in contract to the ultra treatment plant under operation and AP773F unit will process mil+ for +eeping it in plastic containers for at least E months to ' *ear At present such mil+ is made a0ailable in tetra pac+s lasting onl* G months )he purchase of the machine followed a 0isit of an official team of A P to the France in '((% when an understanding was arri0ed at for technolog* transfer )he machine would ha0e capacit* to gi0e out %#### liters per da* and the new mil+ pac+ets will be made a0ailable b* the ne>t march

INTERNATIONAL SCENARIO OF DAIRY INDUSTRY "I'UID !I"# !AR#ET

A0erage '& billion of mil+ was produced e0er* *ear in /:< HG million tons in /;A and 6ndiaFs production is around H% million tons 9alf of the total production of mil+ is used for manufacturing other products 6n /: the liquid mil+ sales has seen a decline since the pre0ious '# *ears ;ince '($# more then (#J of mil+ was purchased from the mil+man .* '($# this declined to $(J< in '($% to $' (J< in '((# to E$ GJ and b* '((% deli0er* accounted for && %J of all mil+ purchased ;ales in supermar+ets and small shops increased in relation to the decline in doorstep share )he information collected on internationalL scenario was achie0ed from the internet and it was updated to the current *ear

%ONTAINERS
GEJ of all the house hold mil+ sold in England< ;cotland and Bales is sold in glass bottles< with plastic containers claming %#J of the mar+et and cartons the remaining '&J Airtuall* all mil+ sold in glass bottles is sold in doorstep deli0er* while disposable pac+aging accounts for almost all shop sales

-ajor t*pes of mil+ a0ailable internationall* are ; no )*pe of mil+ Energ* 2calories8 0alue Fat content 2J8

'

Bhole mil+

&$H

E#

"

)oned mil+

G$H

G#

Low fat mil+

"H#

'#

&

;+immed mil+

'(&

#'

9omogeni@ed mil+

All fat is spread e0enl*

INDIAN SCENARIO OF DAIRY INDUSTRY

)he main sta* in 6ndian farmers has been agriculture and allied occupations< farm animals especiall* cattle ha0e been an integral part of rural 6ndia for thousands of *ears 7uring the *ear '("# militar* farms were established to suppl* adequate raw mil+ to the stations )hese were walls maintained and impro0ed 6n '(&E the first farmerFs integrated dair* co?operati0e was established in +aira district as Anand which later came to be +nown as Amul, Amul and 5reater mil+ scheme set together a faster pace of dair* de0eloped with emphasis on de0eloped techniques of processing and mar+eting under 6ndian conditions

INSTITUTIONAL SUPPORT TO CO1OPERATIVE DAIRYIN%4 INDIAN DAIRY %ORPORATION

)he 6ndian dair* corporation 26738 was set up under companies act on 'G th Februar* '(H# 6t is a 5o0ernment of 6ndia underta+ing )he immediate need to setup 673 was to handle the popularl* +nown operation flood, 6ndia has emerged as the worldFs top dair* nation with mil+ production crossing H% million tons in '((H?($ 6t is placed second in the mil+ production when compared to the /;A )he 6ndian dair* industr* production is estimated to ha0e risen from a low of "# million tons to H% million tons

)hough our countr* has "%J of the total world agriculture animals< *et the production of mil+ is onl* E %J of the world programme 6ndia is the second largest populated countr* and the consumption of mil+ is also high 6n order to meet the requirements of the people the operation flood programmed was de0eloped 6n e0er* % *ear plan emphasis is e0en gi0en to agriculture also which includes farming< dair*ing etc 6n 6ndia the state in which the production mil+ is high in 5ujarat 6t is estimated that the per capita consumption of e0er* 6ndian is ''$ grams but the minimum requirement for good health is "'# grams per da* 6t is also estimated that the consumption would be E& &# million tons in this *ear )herefore< it is necessar* to de0elop dair* farming in 6ndia

DAIRY INDUSTRY IN INDIA4

)he dair* in 6ndia is going through major changes with the liberali@ation policies of the go0ernment and the restructuring of the Econom* )hese ha0e brought greater participation of the pri0ate sector )his is also consistent with global trends which could hopefull* lead greater integration at 6ndian dair*ing with the word mar+et for mil+ and mil+ products After stagnating to $# million tons for "# *ears between '(%# and '(H# and '(H# 6ndian mil+ production began to rise 3rossing G# million tons in '($# and %( million tons in '(" )oda* 6ndia Ran+s as the world second largest mil+ producer after the / ;

REVIE> OF DAIRYIN% IN INDIA4

)he main stud* of 6ndian Farmers has been agriculture and allied occupations< farm animal especiall* cattle< ha0e been an integral part of rural 6ndia for thousand at *ears 7uring the *ear '("# militar* farms were established to suppl* adequate Raw mil+ to the stators )hese militar* farms were well maintained and e0en their stages were raising impro0ed animals Else were in urban areas< dair*ing was largel* left in hands at traditional producers< -iddlemen< debates of pri0ate 0endors

DAIRY SCENARIO4
-il+ is an important nutrias food 6t is more important to infants and old poople Large number of people depends upon mil+ as a important source of nourishment 6ndia with its 0ast

population gi0es sentimental attachment to mil+ as a good -il+ is substance with ' #"( to ' #G% specific gra0it* and contains fat minerals proteins and 0itamins )he go0ernment of 6ndia encouraged 3o 1 operati0e societies for production of mil+ and its products and setting up of process of large mil+ units 6ndia is toda* the second largest reducer of the mil+ in the world ;econd onl* is the / ; A 3ontributing ''J of the world of the world mar+et )he production of mil+ in 6ndia is %HH la+es of tones per *ear 6t ma* be seen that the mil+ procurement b* the organi@ed sector is presentl*< a fraction of the total mil+ a0ailable )here is sufficient scope for procurement of mil+ and for the growth of the mil+ sector Bith high qualit* technolog* and e>pertise a0ailable indigenousl* and with the mil+ and mil+ and mil+ products order announce b* the go0ernment enabling the pri0ate sector to deal directl* with the farmer Organi@ed handling of mil+ would lead to proper procurement measures< which would in turn be beneficial to farmersL Remunerati0e price to farmers would lead to better care of cattle and thereb* set in motion a health* c*cle of increased a0ailabilit* of good 6 mil+

>ORLD FOUCS ON INDIAN DAIRY4

6ndian dair*ing is emerging as a ;unrise 6ndustr* 6ndia represents one of the worldFs largest and fastest growing mar+ets for mil+ and mil+ products duet of the increasing disposable incomes among the "%# million strong classes )wo main reasons for the world focus on 6ndia are one low cost econom*L and< two< the liberali@ation process initiated since '((' Other important factors include! low inflation

rate< ine>pensi0e labor the* presence of the worldFs thirdlargest pool of technical man power< the worldFs largest democrac* Efforts to increases mil+ production b* dair* farmers are strongl* influenced b* the degree to which demand signals are transmitted through the mar+eting s*stem 3o? operati0es ha0e pla*ed an important be in transmitting the message of urban mar+et demand to them

COMPETIVTIVE ADVANTA%ES OF INDIAN DAIRY4

6n the emerging liberali@ed global scenario< trade distorting agricultural policies has been the focus of the 5A)) multilateral trade negotiation Bith the liberali@ation of agricultural trade under the new 5A)) regime< the hea0* subsidies pre0alent in the dair* sectors in the countries of the European /nion as well as in the /; will ha0e to be brought down in the ne>t few *ears

COMPANY PROFILE
As the *ears passed< AP773F built up the infrastructure needed to meet e0er* requirement of dair*ing< be it procurement of mil+ from o0er $##<### dair* farmers spread across Andhra Pradesh Or be it chilling and processing ' E million liters of mil+ e0er* da* Or getting it read* it read* for nationwide distribution 6t all happened within the 0ast 7air* plant networ+ of AP773F )hrough e>tensi0e use of high technolog* and management acumen honed to steer such a widespread operation< and brought prosperit* to the ;tate man* times

)he federation has drawn up more comprehensi0e s*stems for procurement and processing of mil+
* dedicated research ce$$ is active$y pursuin, %ay and means of betterin, 3ua$ity0 -o$$aborations %ith ,$oba$ e4perts are a$so bein, sou,ht5 a$$ in an attempt to remain at the forefront of modern dairyin, in Indian %here /6*LI#7 %i$$ be the %atch%ord0

REAC#IN% OUT OT T#E >ORLD4

AP773F began its e>ports thirteen *ears ago and has gained significant ground abroad 6t has spread its mar+eting networ+ in the 5ulf and is e>ploring the possibilit* of e>porting dair* products li+e butter< 3heese< 3heese ;pread< /9) -il+< ;terili@ed cream etc < to other countries )he Federation has been meeting the tastes of di0ergent cultures< while bringing bac+ the pleasures of home to Non 1 Resident 6ndians )oda*< APP773F is the process of acquiring capabilities to join the big league in dair* technolog* from /;A /:< Australia< New Mealand and the Netherlands

APDDCF AT A %LANCE
7istirct -il+ /nions -il+ ;heds -il+ product Factories 7istrict 7airies % H ( '#
No

No No No

-ajor 7airies -il+ chilling 3enters 3hilling 3apacit* Processing 3apacit* -il+ Products Factories 7istrict 7airies -ajor 7airies )otal Processing 3apacit* -il+ 3ollection 3O?Op ;ocieties -il+ Producers Associations -il+ 3ollection 3enters )urno0er '(((?## Rs 6n 3rores

" EG '' GH

No s No s LLP7

'H %# G "& G %# "& "& &"H# &(%$ (""$ EGH &G

LLP7 LLP7 LLP7 LLP7 No No s No 3rores

PRO ECT AT A %LANCE

Name of the Organi@ation Nuture of the .usiness ! ! Aija*a 7air* Limited Liquid -il+< 5hee< .utter and .utter Products

.asic Raw -aterial Procuring the raw -il+

! !

-il+ 3o 1 operati0e -il+ ;ociet* .oots

4ear of Establishment Plant Location

! !

'(E( Aen+atesaraPuram Nellore

Plant capacit* 2Per 7a*8 Promoters

! !

H%### Liters AP -il+ 3o? Operati0e ;ociet*< 9*derabad

DAIRY DEVELOPMENT ACTIVITIES IN NELLORE DISTRICT

7uring the *ear '(E(< the Nellore dair* was started with initialcapacit* of '"<### liters per da* mostl* to collect mil+ from surrounding 0illages After wards due to increase in procurement the handing capacit* was e>panded to &#<### liters per da* during the *ear '(H(

)he mil+ chilling center at :a0ali was stared durin the *ear '(HH with an initial capacit* of E<### liters per da* ;imilarl* the -il+ chilling 3entre at Aan+atagiri was started during the *ear '($' with same capacit* 7uring the *ear '($%< due to the increase in mil+ procurement in the 7istrict< he handling of -il+ chilling 3entre:a0ali and Aen+atagiri ha0e been increased from E<### liters to '"<### per da* 6n the *ear '($E the Nellore -il+ /nion was registered under A P 3o op ;ocieties Act '(E& 7ue to further increase in mil+ Procurement the present handing capacit* of Nellore 7air* is e>panded to &#<### Lts to H%<### Lts per da* and -il+ chilling 3entre +a0ali also e>panded form '"<### liters to "#<### liters per da* under O F 666 programmed in '(( Another mil+ 3hilling 3entre in the 7istrict at duttalur with handling capacit* of '#<### liter per da* da* was started in month of October '((% and subsequentl* e>panded "#<### liters per da* during '(($ At present there are nearl* %H<GE# mil+ producers suppl*ing -il+ to Nellore /nion Out of which there are small farmers "G< GE# marginal farmers '%< #G# Agricultural laborers '#< #&# and large farmers $< G## Among these mil+ Producers there are schedule cast $< '%" schedule tribes E(H< bac+ward class ''< E'" and the remaining other casts are suppl*ing mil+ to this mil+ /nion and the* are being benefited financiall* b* sales of mil+ b* an amount of Rs "'# La+hs is being paid the -il+ Producers per month

)he date related to the abo0e de0elopment of Nellore dair* has been shown in the following table

Name of the /nit Nellore 7air* :a0ali 7air* Aen+atagiri 7air* 7uttalur 7air*

3apacit* per Present per da* 7a* H%### Liters G#### Liters '"### Liters GE### Liters '"### Liters '"### Liters

Pea+ on an* date Of the *ear &G### Liters 'H### Liters '"### Liters

""### Liters

""### Liters

""#### Liters

S>OT ANALYSIS
STREN%T#S41
' 3o? Operati0e dair*ing has spread man* benefits to this sector

"

)here is a boom in the 6ndian agricultural sector in especiall* in the field of categor*

E>ports of dair*ing products are on the rise for the lost financial *ears

&

.rand lo*alt*

>EAKNESSES41
' Lac+ of adequate funds to feed cattle which results in constraint in higher -il+ *ield

"

Limitation of in0estment outlet for this industr* curbs e>pansion of mil+ procurement networ+

OPPORTUNITIES41
' 5o0ernment has opened up lots of incenti0es to the forming industr*

"

)he increased number of population in the district of Nellore

-ore demand for 0arious products offered b* 0ija*a dair* mil+ products

T#REATS41
' Lac+ of forest areas feeding places for cattle

"

Pri0ate competitors are increasing in the mar+et who are ta+ing awa* mar+et share enjo*ed b* Aija*a 7air* c3ompetitorsl+e7odla< Ram*a etc

PRODUCT PROFILE
)oda* AP773F offers the widest spectrum of mil+ products in 6ndia< under the brand name A64A4A )hese include 5hee< .utter< Processed 3heddar 3heese and 3heese spread< /9) mil+< Fla0ored -il+ 2-erri -il+8< ;lim -il+ in )etra pac+s< ;terili@ed cream< s+im mil+ powder< 7air* whitener< coo+ing .utter and 6ce 3ream ;e0eral among these carr* the A? -ar+< an attestation of qualit* b* 5o0ernment of 6ndia and the 6;6 mar+ of .ureau of 6ndian ;tandards )he brand A6=A4A 3onnotes qualit* and qualit*< which ma+es it a trusted name in millions of households across the countr*

6n addition< AP773F also manufactures products such as ;terili@edFla0ored -il+< Pannier 2indigenous unripended cheese8 7oodhPeda 2desiccated mil+ sweet8 and .uttermil+ which are mar+eted through a networ+ of Aija*aParlors and a chain of retailers spread across Andhra Pradesh

MILK
)he 7air* produce two t*pes of mil+ namel* ' -i>ed mil+ 3ontains Fat ? EJ and ;NF 1 ( %J " )oned -il+ 3ontain s Fat ? GJ and ;NF 1 $ %J

9ighl* nutritious Pasteuri@e< standardi@ed N toned N double toned mil+ '##J .acteria free and contained no preser0ati0es and additi0es Pac+ed in pol* sachets using sophisticated form< fill and seal machines

T#E T#EIRITICAL FRAME >ORK

A SIMPLE MET#OD TO DETERMINE CONSUMER PREFERENCE4

3onsumer preference determinations are possible b* E>tension personnel in the field using a0ailable clientele and without complicated statistical anal*sis 3lientele such as shoppers at farmersO mar+ets can pro0ide ratings for sensor* attributes such as loo+< feel< taste< or smell of a particular treatment )he statistical anal*sis used in0ol0es comparing the ran+ means of the raw rating data )his procedure factors out consumer 0ariation )he e>ample gi0en uses ;A; to complete the anal*sis

INTRODUCTION
E>tension field trials often in0ol0e consumer preference )his ma* be the loo+ of a turf grassL the feel of a te>tileL the taste of a coo+ed< raw< or processed food productL or the smell of a product ;tatistical anal*sis of consumer preference often requires a trained consumer panel to show significant results E0en then< simple statistical procedures< such as anal*sis of 0ariance< can be inappropriate for this t*pe of data due to panelist 0ariation! e g < sensor* preferences< personalit* differences< and 0ariation in the use of the rating scale /se of a ' to '# preference scale often 0aries< e0en among trained panelists ;ome panelists use the lower ranges< some the higher< and some rate all choices somewhere around the middle of the scale )hus< anal*sis of preference data often is comple>< using techniques such as multiplicati0e mi>ed models 2;mith< "##G8 or principle components anal*sis 2- -c7aniel< personal communication< August "H< "##G8 )hese ad0anced statistical methods ma+e anal*sis more precise b* factoring out much of the panelist 0ariation interfering with anal*sis of the

data using a simple anal*sis of 0ariance 2- -c7aniel< personal communication< August "H< "##G8 6n E>tension field trials< trained test panels are not a0ailable Ad0anced statistical methods require help from statisticians< often located some distance from the field site A simple< practical consumer preference technique is needed to e0aluate field data 3onsumers at field tours< local -aster 5ardeners< farmersO mar+et shoppers< &?9 members< parents and leaders< and commodit* producers are a0ailable to e>tension personnel< and willingl* 0olunteer their ser0ices to rate products /sing these consumers< statisticall* 0alid tests for preferences can be conducted using the method described here

COLLECTION OF DATA
Prepare and present samples to be e0aluated in an identical manner Pro0ide e0aluation forms and pencils for the consumers to record their preferences )ables and chairs arranged around the central distribution area can ma+e the e0aluation process comfortable for the consumers

COLLECTION E<AMPLE
An e>ample uses specialt* potato culti0ars sliced and boiled in an identical manner 3ulti0ars were identified b* number and placed on paper plates for sampling b* consumers 2shoppers at a local farmersO mar+et8 E0aluation form instructions read< POn a scale from ' to '# 2'# being the best< ' being the worst8< rate the following potato culti0ars Please ta+e a sip of water between samples P Paper cups and cold water were pro0ided

ANALYSIS OF DATA
)his procedure uses the ;A; '((( statistical software for anal*sis )his is easil* installed on an E>tension office computer Enter raw rating data into a spreadsheet such as E>cel Number each consumer 2replication8< and record the rating for each product attribute 2te>ture< fla0or< and appearance in the potato e>ample8 for each treatment 2each culti0ar in the potato e>ample8 )his data must be sa0ed as a te>t file to be read b* the ;A; program /se a nonparametric statistical technique to anal*@e the mean ratings for each treatment )he ran+ of each rating is computed .* ran+ing the ' to '# ratings of the e0aluators< the 0ariation due to differences in use of the rating scale is minimi@ed Ne>t< emplo* a signed ran+ test to assess statistical differences between treatments A chi? square test will indicate the le0el of significance of the data )his will tell *ou if the mean ran+s for each attribute of the treatments are significantl* different )o perform mean comparisons on significantl* different attributes< use the standard error of the mean ran+s for each attribute )he mean ran+< plus or minus two standard errors< appro>imates a (%J confidence inter0al )herefore< an* two means differing b* more than two standard errors are implied to be significantl* different 4ou can then state which treatments are statisticall* significantl*

different 6n the potato e>ample< after data anal*sis< such statements as the following can be made!

PAt the )win Falls 26daho8 FarmersO -ar+et< consumers preferred the te>ture of O3aribeO and O9uc+leberr*O potatoes o0er all other culti0ars tested P

P)aste test results indicate that O3aribe<O O5erman .utterball<O P4u+on 5old<O OAi+ing Red<O and ONor7onnaO ran+ highP2Olsen< "##G8

ANALYSIS E<AMPLE
/sing ;A;< the following nonparametric procedure was applied to the specialt* potato data Bhere!

Location is either ' or " since the test was performed at two separate farmersO mar+ets 3ulti0ar is the specialt* potato t*pe 2these are the treatments8 )e>ture is the mouth feel of the boiled sample Fla0or is how the boiled sample tasted Appearance is how the boiled sample loo+ed Rep is each indi0idual consumer completing the entire e0aluation A!QPotatotaste## t>t is the location and the name of the te>t data file )he procedure NPAR'BA4 calculates the mean ran+s

T#E RESULTS OF T#IS SAS PRO%RAM PROVIDE& FOR EAC# ATTRI!UTE AT EAC# LOCATION FOR EAC# TREATMENT4
' " )he rating mean??the raw score a0eraged for each attribute )he ran+ mean??the ran+ scores a0eraged for each attribute

ALSO PROVIDED ARE4

' )he chi?square for the ran+ed means )his will tell *ou if there are significant differences between the ran+ means " )he standard error for the ran+ means 6f the chi?square shows significance< the standard error will tell *ou which ran+ means are different from each other )his consumer preference technique and statistical method allows E>tension professionals in remote field situations to measure sensor* attributes of products using a0ailable consumer clientele and statistical anal*sis possible on an office computer

ACKNO>LED%EMENT

)han+s to Billiam Price< ;tatistician< ;tatistical Programs< 3ollege of Agriculture and Life ;ciences< /ni0ersit* of 6daho< -oscow< 6daho for help with ;A; programming and interpretation

RESEARC# MET#ODOLO%Y
RESEARC# APPROAC#41
;ur0e* was conducted to get the information using a Ruestionnaire

RESEARC# INSTRUMENT41
)he Research used the Ruestionnaire as the research instrument )he questionnaire is structured one and was constructed so as to represent the needs of the compan*

SOURCES OF DATA41
)he 7ata for the research stud* has been collected from primar* and secondar* ;ources

PRIMARY DATA41
)he Primar* data are collected at first hand b* the researcher for this purpose the researcher had prepared a structured questionnaire )he data collected through the questionnaire b* the response of the consumers was regard as primar* data

SECONDARY DATA4

)he secondar* data includes those data obtained b* the researcher about the compan* that is Aija*a 7air* Ltd < through compan* reports journals< news paper articles and websites pro0ided b* Aija*a 7air* Ltd

SAMPLE DESI%N41
)he researcher for the purpose of research has adopted non probabilit* sampling

SAMPLIN% TEC#NI?UE41
)he technique of sampling adopted is con0enience sampling because the researcher selects the most accessible members population from its information was obtained

SAMPLIN% SI@E41
)he ;ampling is nothing but the number of respondents from whom the date was collected it was fi>ed at "## which was decided b* the management of Aija*a 7air* Ltd < Nellore

SAMPLIN% UNIT41
)he sampling unit for the purpose of research was confined to meet consumers of Aija*a 7air* alone

SURVEY AREA4
6n and around Nellore )own

PERIOD OF T#E STUDY

)he sur0e* aspect of the project wor+ too+ G months for the completion

CONTACT MET#OD41
)he respondents were personall* contacted at the retail outlets of Aija*a 7air*

?UESTIONNAIRE DESI%N41
A questionnaire with open ended< closed ended< -ultiple 3hoice< Ran+ing and Rating ;cale was used to collect the information

RESEARC# DESI%N41
A Research 7esign is purel* and simpl* the frame wor+ or plan for a stud* that guide the collection Anal*sis of data from the stud* A 7escripti0e Research 7esign is under ta+en

DATA ANALYSIS AND INTERPRETATION

T')l( No4 ."A"24 S,oBi+= 'B'r(+(ss of t,( r(sCo+d(+ts ')out -'rious )r'+ds of d'ir*

Croducts"
Sl"+o" ' " G & !r'+d N'$( Aija*a 7odla Ram*a Others )otal Nu$)(r of R(sCo+d(+ts "## '(# '"& (( "## P(rc(+t'=( '## (% E" &( % '##

;ource! primar* data

C,'rt No4 ."A"24 S,oBi+= 'B'r(+(ss of t,( r(sCo+d(+ts ')out -'rious )r'+ds of d'ir* Croducts"

INTERPRETATION46t can be inferred from the abo0e table that all are aware about
0ija*a while (%J of tem +now about dodla< the brand of ram*a is +nown for E"J of the respondents the categor* T')l( +o."A". s,oBi+= t,( r(sCo+s( of r(sCo+d(+ts r(='rdi+= t*C( of )r'+d us'=( 't Cr(s(+t"
Sl"+o" ' " G & !r'+d N'$( Aija*a 7odla Ram*a Others )otal
;ource! primar* data

Nu$)(r of r(sCo+d(+ts "## # # # "##

P(rc(+t'=( '## # # # '##

C,'rt +o."A". s,oBi+= t,( r(sCo+s( of r(sCo+d(+ts r(='rdi+= t*C( of )r'+d us'=( 't Cr(s(+t"

INTERPRETATION4 6t can be inferred from the abo0e table that all are using 0ija*a
dair* mil+

T')l( No4 ."A"A"i4 S,oBi+= 'B'r(+(ss of -'rious -iD'*' d'ir* Croducts"

Sl"+o" ' "

R(sCo+s( 4es No )otal

Nu$)(r of R(sCo+d(+ts "## # "##

P(rc(+t'=( '## # '##

;ource! primar* data

C,'rt No4 ."A"A"i4 S,oBi+= 'B'r(+(ss of -'rious -iD'*' d'ir* Croducts"

INTERPRETATION46t can be inferred from the abo0e table that 0ija*a dair* products also deals with other products also deals with other products li+e< butter mil+< curd< ghee< doodhpeda and cheese

T')l( +o4 ."A"A"ii" S,oBi+= 'B'r(+(ss of sC(cific of -iD'*' d'ir* Croducts"

Sl"+o" ' " G & %

V'rious Products .utter mil+ 3urd 5hee 7oodhpeda 3heese )otal

Nu$)(r of r(sCo+d(+ts "## '(" '"& H# 'G# "##

P(rc(+t'=( '## (E E" G% E% '##

;ource! primar* data

C,'rt +o4 ."A"A"ii" S,oBi+= 'B'r(+(ss of sC(cific of -iD'*' d'ir* Croducts" 82.8)
84ce$0-hart08 9s :

INTERPRETATION46t can be inferred from the abo0e table all the respondents who use
mil+ also +now about buttermil+< (EJ of them +now about curd around E%J of the users of 0ija*a mil+ products +now about ghee< cheese where as onl* G%J of the respondents +now about doodhpeda T')l( No4 ."A"64 S,oBi+= t,( C(riod of 'B'r(+(ss of -iD'*' d'ir* $ilk Croducts"

Sl"+o" ' " G &

Y('rs S' *ear '?G *ear G?% *ear T% *ears )otal

Nu$)(r of R(sCo+d(+ts 'E 'E H# ($ "##

P(rc(+t'=( $ $ G% &( '##

;ource! primar* data

C,'rt No4 ."A"64 S,oBi+= t,( C(riod of 'B'r(+(ss of -iD'*' d'ir* $ilk Croducts" 82.8) 84ce$0-hart08 9s :
50 40 30 20 10 0 49 35
<1 year 1-3 year

8 8

3-5 year >5 years

Response

INTERPRETATION46t can be inferred from the abo0e table we can inferred that
majorit* of the respondents that is almost %#J +now 0ija*ami+l product for more than % *ears Onl* a few $J of respondents +now for less than ' *ear and also ' to G *ears T')l( No4 ."A"54 S,oBi+= t,( C(riod of us'=( of -iD'*' d'ir* $ilk Croducts"

Sl"+o" ' " G &

Y('rs S' *ear '?G *ear G?% *ear T% *ears )otal

Nu$)(r of R(sCo+d(+ts 'E GE E" $E "##

P(rc(+t'=( $ '$ G' &G '##

;ource! primar* data

C,'rt No4 ."A"54 S,oBi+= t,( C(riod of us'=( of -iD'*' d'ir* $ilk Croducts"

60 40 20 0 8

43 31 18

<1 year 1-3 year 3-5 year >5 years

Response

INTERPRETATION46t can be inferred from the abo0e table that onl* $J of the
respondents are using 0ija*a mil+ product for less than ' *ear people who use 0ija*a mil+ products for '?G *ears from about '$J< while a majorit* customers had been using 0ija*a dair* mil+ for more than fi0e *ears since it froms &GJ of the respondents T')l( No4 ."A"E4 S,oBi+= su==(sti+= C(rso+ to Curc,'s( C'rticul'r Croducts"

Sl"+o" ' " G &

Su==(sti+= P(rso+ Neighbors -edia Relati0es Others )otal

Nu$)(r of R(sCo+d(+ts $# H& "" "& "##

P(rc(+t'=( &# GH '' '" '##

;ource! primar* data

C,'rt No4 ."A"E4 S,oBi+= su==(sti+= C(rso+ to Curc,'s( C'rticul'r Croducts"

40 30 20 10 0

4037 1112

Neighbors Media Rela i!es

Response

" hers

INTERPRETATION46t can be inferred from the abo0e table that the &#J of the respondents
felt that their neighbors suggested them to purchase particular product GH J of the respondents felt media suggested to purchase particular product< and ""J of the respondents felt relati0es suggested to purchase particular product< "&J of the respondents felt others suggested to purchase particular product

T')l( No4 ."A"F4 S,oBi+= t,( r(sCo+s( of r(sCo+d(+ts r(='rdi+= B,o =(+(r'll* t'ki+= of Curc,'s( d(cisio+ of -iD'*' d'ir* $ilk Croducts"

Sl"+o" ' " G &

D(cisio+ M'k(r Father -other 3hildren Others )otal

Nu$)(r of R(sCo+d(+ts &" '"& '# "& "##

P(rc(+t'=( "' E" % '" '##

;ource! primar* data

C,'rt No4 ."A"F4 S,oBi+=t,( r(sCo+s( of r(sCo+d(+ts r(='rdi+= B,o =(+(r'll* t'ki+= of Curc,'s( d(cisio+ of -iD'*' d'ir* $ilk Croducts"

80 60 40 20 0 21

62
#a her Mo her $hildren " hers

12

Response

INTERPRETATION4 6t can be inferred from the abo0e table that "'J felt that their father is ta+ing
the purchase decision< E"J felt that their mother is ta+ing the purchase decision< '#J felt that their children is ta+ing the purchase decision< "&Jfelt that others is ta+ing the purchase decision

T')l( No4 ."A"04 S,oBi+= co+su$Ctio+ l(-(l GC(r d'*H of -iD'*' $ilk

Sl"+o" ' " G &

Co+su$Ctio+ l(-(l U Liter ' Liter ' U Liter " and abo0e )otal

Nu$)(r of R(sCo+d(+ts '#E EE '$ '# "##

P(rc(+t'=( %G GG ( % '##

;ource! primar* data

C,'rt No4 ."A"04 S,oBi+= co+su$Ctio+ l(-(l GC(r d'*H of -iD'*' $ilk

60 40 20 0

53 33 95 Response

% &i er 1 &i er 1 % &i er 2 and abo!e

INTERPRETATION4

6t can be inferred from the abo0e table that majort* of the customers

consume of 0ija*a dair* mil+ e0er*da* this forms abo0e %GJ of the respondents< where as onl* a small Percentageage of customers that %J consume more that " ltr of 0ija*a dair* mil+ e0er*da* 'ltr of 0ija*a dair* mil+ is onsumed b* GGJ of the respondents

T')l( No4 ."A"74 S,oBi+= t,( r(sCo+s( of r(sCo+d(+ts r(='rdi+= ,*=i(+ic co+ditio+s"

Sl"+o" 2 . A 6

#*=i(+ic co+ditio+s ;trongl* Agree Agree 7isagree ;trongl* 7isagree )otal

Nu$)(r of R(sCo+d(+ts 06 2/. 26 / "##

P(rc(+t'=( 6. 52 F / '##

;ource! primar* data

C,'rt No4 ."A"74S,oBi+=t,( r(sCo+s( of r(sCo+d(+ts r(='rdi+= ,*=i(+ic co+ditio+s"

60 50 40 30 20 10 0 42

51
' rongly (gree (gree )isagree

7 0 Response

' rongly )isagree

INTERPRETATION46t can be inferred from the abo0e table that &"J of the respondents strongl*
agree that h*gienic conditions of the 0ija*a dair* mil+ is reall* good where as %'J of them also showed there agreement< onl* HJ of the respondents are disagree

T')l( +o4 ."A"2/ s,oBi+= t,( r(sCo+s( of r(sCo+d(+ts r(='rdi+= 'll Iu'+tit'ti-( '-'il')ilit* of -iD'*' d'ir* $ilk"

Sl"+o" ' " G

?u'+tit* ;trongl* Agree Agree Neither Agree nor 7isagree

Nu$)(r of r(sCo+d(+ts H$ $& "&

P(rc(+t'=( G( &" '"

& %

7isagree ;trongl* 7isagree )otal

'& # "##

#H # '##

;ource! primar* data

C,'rt +o4 ."A"2/s,oBi+=t,( r(sCo+s( of r(sCo+d(+ts r(='rdi+= 'll Iu'+tit'ti-( '-'il')ilit* of -iD'*' d'ir* $ilk"

INTERPRETATION46t can be inferred from the abo0e table that is inferred that most $#J of the
respondents prefer quantitati0e offered b* 0ija*a dair* mil+ onl* a few HJ of respondents disagree with abo0e claim

T')l( +o4 ."A"22 S,oBi+= t,( r(sCo+s( of r(sCo+d(+ts r(='rdi+= Iu'lit* of -iD'*' d'ir* $ilk"
Sl"+o" ' " G ?u'lit* ;trongl* Agree Agree Neither Agree nor 7isagree & % 7isagree ;trongl* 7isagree )otal
;ource! primar* data

Nu$)(r of r(sCo+d(+ts $$ (# G"

P(rc(+t'=( && &% 'E

#& # "##

#" # '##

C,'rt +o4 ."A"22S,oBi+=t,( r(sCo+s( of r(sCo+d(+ts r(='rdi+= Iu'lit* of -iD'*' d'ir* $ilk"

INTERPRETATION4 6t can be inferred from the abo0e table that is inferred that most $#J of the
respondents prefer qualit* offered b* 0ija*a dair* mil+ onl* a few "J of respondents disagree with abo0e claim

T')l( +o4 ."A"2. S,oBs+= t,( r(sCo+s( of r(sCo+d(+ts r(='rdi+= C'cki+= '+d +o+ C(ris,i)ilit* of -iD'*' d'ir* $ilk"
;l no ' " G P'cki+= '+d +o+ P(ris,i)ilit* ;trongl* Agree Agree Neither Agree nor 7isagree Number of respondents "$ H" %E Percentage '& GE "$

& %

7isagree ;trongl* 7isagree )otal

G$ #E "##

'( #G '##

;ource! primar* data

C,'rt +o4 ."A"2.S,oBs+=t,( r(sCo+s( of r(sCo+d(+ts r(='rdi+= C'cki+= '+d +o+ C(ris,i)ilit* of -iD'*' d'ir* $ilk"

INTERPRETATION4 6t can be inferred from the abo0e table that %#J of the respondents are
happ* with the non perishiabilit* and pac+ing feature of 0ija*a dair* mil+ .ut there are ""J of customers who disagree with the pac+ing and non perishiabilit* of 0ija*a dair* mil+

T')l( No4 ."A"2A4 S,oBi+= t,( r(sCo+s( of r(sCo+d(+ts r(='rdi+= B,o ,'-( st'rt(d usi+= -iD'*' )(c'us( of +(i=,)orJs su==(stio+s"

Sl"+o" ' "

R(sCo+s( 4es No )otal

Nu$)(r of R(sCo+d(+ts '#$ (" "##

P(rc(+t'=( %& &E '##

;ource! primar* data

C,'rt No4 ."A"2A4 S,oBi+= t,( r(sCo+s( of r(sCo+d(+ts r(='rdi+= B,o ,'-( st'rt(d usi+= -iD'*' )(c'us( of +(i=,)orJs su==(stio+s"

INTERPRETATION46t can be inferred from the abo0e table that majori* of the respondents that
this %&J of the users of 0ija*a dair* mil+ started using just because of the suggestions of neighbors while the remaining &EJ started bu*ing on their own

T')l( +o4 ."A"26 S,oBi+= t,( r(sCo+s( of r(sCo+d(+ts r(='rdi+= C(rfor$'+c( of -iD'*' d'ir* $ilk )(c'us( of t,(r( is +o ot,(r r(li')l( )r'+d"

Sl"+o" ' " G & %

R(sCo+s( ;trongl* Agree Agree Neither Agree nor 7isagree 7isagree ;trongl* 7isagree )otal

Nu$)(r of r(sCo+d(+ts '& '#E &$ "# '" "##

P(rc(+t'=( #H %G "& '# #E '##

;ource! primar* data

C,'rt +o4 ."A"26 S,oBi+=t,( r(sCo+s( of r(sCo+d(+ts r(='rdi+= C(rfor$'+c( of -iD'*' d'ir* $ilk )(c'us( of t,(r( is +o ot,(r r(li')l( )r'+d"

INTERPRETATION4 6t can be inferred from the abo0e table that E#J of the respondents prefer
0ija*a dair* mil+ just because of its reliabilit*< while 'EJ of the users are feel that some other brands are also reliable

T')l( +o4 ."A"25 S,oBi+= t,( r(sCo+s( of r(sCo+d(+ts Bit, r(='rd to (co+o$* of Cric(s of -iD'*' d'ir* $ilk"
Sl"+o" ' " G Eco+o$* of Pric(s ;trongl* Agree Agree Neither Agree nor 7isagree & % 7isagree ;trongl* 7isagree )otal "" # "## '' # '## Nu$)(r of r(sCo+d(+ts G$ (E && P(rc(+t'=( '( &$ ""

;ource! primar* data

C,'rt +o4 ."A"25S,oBi+=t,( r(sCo+s( of r(sCo+d(+ts Bit, r(='rd to (co+o$* of Cric(s of -iD'*' d'ir* $ilk"

INTERPRETATION46t can be inferred from the abo0e table that the customers of 0ija*a mil+
bu*ing because of its econom* of its prices this forms abo0e EHJ of te respondents< there are also ''J of respondents who disagree with this claim

T')l( +o4 ."A"2E S,oBi+= t,( r(sCo+s( of r(sCo+d(+ts r(='rd t(r$ i+c(+ti-(s '+d c's, discou+ts off(r(d )* -iD'*' d'ir* $ilk"

Sl"+o" ' " G & %

I+c(+ti-(s '+d C's, discou+ts ;trongl* Agree Agree Neither Agree nor 7isagree 7isagree ;trongl* 7isagree )otal
;ource! primar* data

Nu$)(r of r(sCo+d(+ts '& G$ G# E& %& "##

P(rc(+t'=( #H '( '% G" "H '##

C,'rt +o4 ."A"2ES,oBi+=t,( r(sCo+s( of r(sCo+d(+ts r(='rd t(r$ i+c(+ti-(s '+d c's, discou+ts off(r(d )* -iD'*' d'ir* $ilk"

INTERPRETATION4 6t can be inferred from the abo0e table that around E#J of the respondents
feel that 0ija*a dair* mil+ is not offering enough discounting and incenti0es< still there "EJ of the respondents are happ* with the current le0el of discount offered b* 0ija*a dair* mil+

T')l( +o4 ."A"2F S,oBi+= t,( r(sCo+s( of co+su$(rs of -iD'*' d'ir* $ilk for it is ' co1 oC(r'ti-( s(ctor Croducts"
Sl"+o" ' " G & % Co1oC(r'ti-( s(ctor Croducts ;trongl* Agree Agree Neither Agree nor 7isagree 7isagree ;trongl* 7isagree )otal Nu$)(r of r(sCo+d(+ts && E$ "& %& # "## P(rc(+t'=( "" G& '" "H # '##

;ource! primar* data

C,'rt +o4 ."A"2FS,oBi+=t,( r(sCo+s( of co+su$(rs of -iD'*' d'ir* $ilk for it is ' co1oC(r'ti-( s(ctor Croducts"

INTERPRETATION4 6t can be inferred from the abo0e table that %#J of the respondents agree to
this claim< but G"J of the consumers feel that 0ija*a dair* mil+ being a co?operati0e does not ha0e a major impact on their bu*ing

T')l( No4 ."A"204s,oBi+= t,( Cr(f(r(+c( of r(sCo+d(+ts of t,( (:t(+t s'tisf* (:C(ct'tio+s of Cr(s(+t $ilk Croduct"
Attri)ut(s ' " G &
;ource! primar* data

#i=, '&" ''$ 'G# '%&

K H' %( E% HH

M(diu$ %E $$ H# &E

K "$ && G% "G

Price ;er0ice b* seller .rand 9ealth*

INTERPRETATION46t can be inferred from the abo0e table that the H'J of

the respondents

felt price is highl* satisf* to their e>pectations< and "$J of the respondents felt price is mediuml* satisf* to their e>pectations %(J of the respondents felt ser0ice is highl* satisf* to their

e>pectations<and &&J of the respondents felt ser0ice is mediuml* satisf* to their e>pectations E%J of the respondents felt .rand is highl* satisf* to their e>pectations<and G%J of the respondents felt brand is mediuml* satisf* to their e>pectations HHJ of the respondents felt 9ealth is highl* satisf* to their e>pectations<and "GJ of the respondents felt 9ealth is mediuml* satisf* to their e>pectations Sl"+o" ' " G & % Attri)ut(s Price ;er0ice b* seller .rand Rualit* A0ailabilit* #i=, '"" '&$ '#" 'H" 'E& K E' H& %' $E $" M(diu$ H$ %" ($ "$ GE K G( "E &( '& '$

T')l( No4 ."A"274 s,oBi+= t,( C(rfor$'+c( of co+sid(ri+= t,( i$Cort(+c( of t,( f'ctors B,il( =oi+= for Curc,'s( of ' $ilk Croduct"
;ource! primar* data

INTERPRETATION4 6t can be inferred from the abo0e table that the E'J of the respondents felt that the* gi0e high importence to price< H&J of the respondents felt that the* gi0e high importence to ;er0ice when< %'J of the respondents felt that the* gi0e high importence to .rand<$EJ of the

respondents felt that the* gi0e high importence to qualit*<$"J of the respondents felt that the* gi0e high importence to a0ailabilit* when the* going to purchase of a mil+ product

T')l( No4 ."A"./4 S,oBi+= P(rc(+t'=('=( of r(sCo+d(+ts ,oB t,(* k+oB -iD'*' d'ir* Croducts "

Sl"+o" ' " G &

AB'r+(ss Print -edia Air -edia Out 7oor -edia Others )otal

Nu$)(r of R(sCo+d(+ts #$ &# ''" &# "##

P(rc(+t'=( #& "# %E "# '##

;ource! primar* data

C,'rt No4 ."A"./4 S,oBi+=P(rc(+t'=('=( of r(sCo+d(+ts ,oB t,(* k+oB -iD'*' d'ir* Croducts "

INTERPRETATION46t
inferred from the abo0e table %EJ came to +now about dair* mil+ through its out door

60 50 40 30 20 10 0

56
*rin Media

can that 0ija*a media

be is

20 4

20

(ir Media "+ )oor Media " hers

Response

ad0ertidement li+e posters hordings< boards etc "#J of the respondents came to +now about 0ija*a dair* mil+ through friends< relati0es< neighbours etc onl* a few &J are aware about the print media ad0ertisement of 0ija*a dair* mil+

T')l( +o4 ."A".2 s,oBi+= t,( C(rfor$'+c( l(-(l of r(sCo+d(+ts r(='rdi+= B,(r( fro$ t,(* $'k( Curc,'s( of $ilk Croducts"

M'k(i+= to Sl"+o" Curc,'s( ' " G 7ealers ;mall shops Others )otal && 'GE "# "## "" E$ '# '## Nu$)(r of r(sCo+d(+ts P(rc(+t'=(

;ource! primar* data

C,'rt +o4 ."A".2 s,oBi+= t,( C(rfor$'+c( l(-(l of r(sCo+d(+ts r(='rdi+= B,(r( fro$ t,(* $'k( Curc,'s( of $ilk Croducts"

INTERPRETATION46t can be inferred from the abo0e table that ""J felt that the* purchase 0ija*a
mil+ dair* products from dealers< E$J felt that the* purchase 0ija*a mil+ dair* products from small shops< '#J felt thatthe* purchase 0ija*a mil+ dair* products from other

T')l( +o4 ."A".. s,oBi+= t,( C(rfor$'+c( l(-(l of r(sCo+d(+ts Bit, r(sC(ct of '-'il')ilit* of -iD'*' d'ir* $ilk"
Sl"+o" ' " G & A-'il')ilit* ;trongl* Agree Agree Neither Agree nor 7isagree 7isagree Nu$)(r of r(sCo+d(+ts ''E E& # "# P(rc(+t'=( %$ G" # '#

;trongl* 7isagree )otal

# "##

# '##

;ource! primar* data

C,'rt +o4 ."A".. s,oBi+= t,( C(rfor$'+c( l(-(l of r(sCo+d(+ts Bit, r(sC(ct of '-'il')ilit* of -iD'*' d'ir* $ilk"

INTERPRETATION4 6t can be inferred from the abo0e table that onl* '#J of the respondents feel
that the 0ija*a dair* mil+ is not properl* a0ailable< but the remaining (#J of the respondents are happ* with the e>isting a0ailabilit* of 0ija*a dair* mil+

T')l( +o4 ."A".A s,oBi+= t,( C(rfor$'+c( l(-(l of r(sCo+d(+ts of -iD'*' d'ir* if suCCli(d o+ occ'tio+s"

Sl"+o" ' " G & %

SuCCli(d o+ Occ'tio+s ;trongl* Agree Agree Neither Agree nor 7isagree 7isagree ;trongl* 7isagree )otal

Nu$)(r of r(sCo+d(+ts "& &" E& && "E "##

P(rc(+t'=( '" "' G" "" 'G '##

;ource! primar* data

C,'rt +o4 ."A".As,oBi+= t,( C(rfor$'+c( l(-(l of r(sCo+d(+ts of -iD'*' d'ir* if suCCli(d o+ occ'tio+s"

INTERPRETATION4 6t can be inferred from the abo0e table it is inferred that GGJ of the
respondents would welcome the idea of suppl*ing 0ija*a dair* mil+ products on occasions< while G%J of the respondents are not in fa0our of this idea of suppl*ing 0ija*a dair* mil+ products on occasions

T')l( +o4 ."A".6 S,oBi+= =(+(r'l s'tisf'ctio+ l(-(l of t,( r(sCo+d(+ts Bit, r(sC(ct to -iD'*' d'ir* $ilk"

Sl"+o" ' " G & %

S'tisf'ctio+ l(-(l ;trongl* Agree Agree Neither Agree nor 7isagree 7isagree ;trongl* 7isagree )otal

Nu$)(r of r(sCo+d(+ts '"$ %$ '& # # "##

P(rc(+t'=( E& "( #H # # '##

;ource! primar* data

C,'rt +o4 ."A".6S,oBi+= =(+(r'l s'tisf'ctio+ l(-(l of t,( r(sCo+d(+ts Bit, r(sC(ct to -iD'*' d'ir* $ilk"

INTERPRETATION4 6t can be inferred from the abo0e table that all most (%J of the customers
are satisfied with the purchase of 0ija*a dair* mil+ of them E&J of the 0ija*a dair* mil+ e>press their high le0el of satisfaction to words the products

T')l( No4 ."A".54s,oBi+= Criorit* Bis( r'+ki+= of 'ttri)ut(s i+ )u*i+= $ilk"

!r'+d Sl"+o" I$'=( ' " G & % "# '& E& GE 'E %

Pric(

P'ck'=(

?u'lit K * A-'il')ilit* K

'# H G" '$ GG

H% '% % E% %& H

'% G' 'G '#$ '&

&% E 'G ( 'H %

( '" "E '$ G%

'( ( '' % H G%

G$ '$ "G '& H

'& 'E G H '#

"$ G" E '& "#

INTERPRETATION46t can be inferred from the abo0e table that the G$J of the respondents felt qualit* comes first in their minds while bu*ing mil+ GGJ V G"J of the respondents shows a0ailabilit* and brand image as "VG respecti0el* going for mil+ GEJ of consumers opted price as the

fourth important criteria and finall* %"J of the customers went for pac+age of the mil+ as a fifth factor for bu*ing mil+

T')l( No4 ."A".E4 s,oBi+= t,( C(rfor$'+c( l(-(l of r(sCo+d(+ts r(='rdi+= (:C(cti+= 'r(' to l'u+c,"
Sl"+o" ' " G & E:C(cti+= Ar(' Ainjamur /da*agiri 7uttalur Others )otal
;ource! primar* data

Nu$)(r of R(sCo+d(+ts '#$ G# "" &# "##

P(rc(+t'=( %& '% '' "# '##

C,'rt No4 ."A".E4 s,oBi+= t,( C(rfor$'+c( l(-(l of r(sCo+d(+ts r(='rdi+= (:C(cti+= 'r(' to l'u+c,"
60 50 40 30 20 10 0 54
,in-a.+r

INTERPRETATION46t can be from the abo0e table that all most the customers are e>pecting

15 11

20

/dayagiri )+ al+r " hers

inferred %&J of another

Response

branch in 0injamur< '%J of the customers are e>pecting another branch in uda*agiri< ''J of the customers are e>pecting another branch in duttalur< "#J of the customers are e>pecting another branch in other area

T')l( No4 ."A".F4 S,oBi+= =(+(r'l r(sCo+s( of t,( r(sCo+d(+ts r(='rdi+= to ot,(rs to )u* t,is Croduct"

Sl"+o" ' "

R(sCo+s( 4es No )otal

Nu$)(r of R(sCo+d(+ts "## # "##

P(rc(+t'=( '## # '##

;ource! primar* data

C,'rt No4 ."A".F4 S,oBi+= =(+(r'l r(sCo+s( of t,( r(sCo+d(+ts r(='rdi+= to ot,(rs to )u* t,is Croduct"

INTERPRETATION4 6t can be inferred from the abo0e table that majori* of the respondents that
this '##J of the users of 0ija*a dair* mil+ are suggesting to others to bu* this product

T')l( No4 ."A".04 s,oBi+= =(+(r'l r(sCo+s( of t,( r(sCo+d(+ts r(='rdi+= Cr(f(r(+c( of t,is Croduct i+ futur("

Sl"+o" ' "

R(sCo+s( 4es No )otal

Nu$)(r of R(sCo+d(+ts "## # "##

P(rc(+t'=( '## # '##

;ource! primar* data

C,'rt No4 ."A".04s,oBi+= =(+(r'l r(sCo+s( of t,( r(sCo+d(+ts r(='rdi+= Cr(f(r(+c( of t,is Croduct i+ futur("

100 80 60 40 20 0

100

2es No

0 R0'*"N)0N1'

INTERPRETATION46t can be inferred from the abo0e table that majorit* of the respondents that
this '##J of the users of 0ija*a dair* mil+ are read* to prefer this product in future

GAH"A+'l*sis usi+= B(i=,t(d '-(r'=( $(t,od )'s(d o+ P'cki+= L +o+ C(rs,')ilit* +'tur(& I+c(+ti-(s LC's, discou+ts& SuCCli(d to occ'sio+s" P'cki+= L +o+ C(rs,')ilit* +'tur(
'& GE "$

'(

#G

I+c(+ti-(s LC's, discou+ts

'(

'%

G"

"H

SuCCli(d to occ'sio+s

'"

"'

G"

""

'G

>EI%#TED AVERA%EM
Bhere BK Beights

N G>O:HPN

WK Percentageage of respondents XBK '##

RANKS

'

"

&

TOTAL

>EI%#TED AVERA%E

>(i=,ts

%#

&#

G#

"#

'#

'%#

STANDARD A%REE

A%REE

NEIT#ER A%REE DIS A%REE

DIS A%REE

STANDARD DISA%REE

P'cki+= L +o+ C(rs,')ilit* +'tur( I+c(+ti-(s LC's, discou+ts

H##

'&&#

$&#

G$#

G#

GG(#

"" E

G%# SuCCli(d to occ'sio+s E##

HE#

&%#

E&#

"H#

"&H#

'E &H

$&#

(E#

&&#

'G#

"(H#

'( $

INTERPRETATION4From the abo0e calculations we can conclude that thePac+ingV non pershabilit* nature can be ran+ed first as it has gained highest weight age followed b* occasions and
6ncenti0es V3ash discounts which can be ran+ed second and third respecti0el* as per their weight age

G!H" A+'l*sis usi+= B(i=,t(d '-(r'=( $(t,od )'s(d o+ '-'il')ilit* '+d s'tisf'ctio+ l(-(l4 Let > be le0el of a0ailabilit* Let * be le0el of satisfaction le0el

A-'il')ilit* < Stro+=l* A=r(( A=r(( N(it,(r A=r(( +or Dis'=r(( Dis'=r(( Stro+=l* Dis'=r(( Tot'l %$ G" # '# #

S'tisf'ctio+ l(-(l Y E& "( H # #

'##

'##

S"NO 2 . A

FACTORS Stro+=l* A=r(( A=r(( N(it,(r A=r(( +or Dis'=r((

< %$ G" #

Y E& "( H

<.

Y.

<Y

GGE& '#"& #

&#(E $&' &(

GH'" ("$ #

Dis'=r(( Stro+=l* Dis'=r((

'# #

# #

'## #

# #

# #

N<M2//

NYM2//

N<.M6600

NY.M670E

N<YM6E6/

CORRELATION4
r M N:* 1 N:N*P+PQN:.1GN:H.P+ QN*.1 GN*H.P+ )herefore subsisting abo0e 0alues we get< r M N:* 1 N:N*P+PQN:.1GN:H.P+ QN*.1 GN*H.P+ r K # (E$E

INTERPRETATION4 )he 0alue obtained is positi0e

Bhere it is infers that a change in one

0ariable has an direct change in another 0ariable< from the correlation anal*sis it is inferred that< the a0ailabilit* of product has direct effect on the satisfaction le0el of the product

GcH A+'l*sis usi+= R. t(st )'s(d o+ S,oB lo+= t,(* 'r( usi+= t,( Croducts '+d B,o T2 *('r f'ctors N(i=,)ors '' '$ M(di' ' & R(l'ti-(s & $ Ot,(rs # E Tot'l 'E GE su==(st t,($ to )u* C'rticul'r Croduct" G& 'G H $ E" 'H %E G '# $E $# H& "" "& "## 21A A15 U5 tot'l

9#! )here is a no significance difference between the new consumers and usages EA! M GAH G!HPN E'' K E & E'" K '& & E'G K "& $ E'& K G& & E"' K % (" E"" K 'G G E"G K "" (& E"& K G' $" EG' K ' HE EG" K G (E EGG K E $" EG& K ( &E E&' K ' (" E&" K & E&G K H && E&& K '# G

T#E E<PECTED FRE?UENCIES ARE

E& % (" ' HE ' ("

'& & 'G G" G (E & G"

"& $ "" (& E $" H &&

G& & G' $" ( &E '# G"

N GO1EH. P E K EG H'$ V M Gr12H Gc12H K 2&?'8 2&?'8 K( R. K # #"% K&$ G )here is a significance difference between two 0ariables )he calculated 0alue is greater than the table 0alue< the h*pothesis is accepted

INTERPRETATION4
)he 0alue obtained is positi0e Bhere it is infers that there is a relation between the new consumers and usages

FINDIN%S
' Other than Aija*a 7air*< consumers are highl* aware about 7odla which formed (%J< followed b* the .rand of Ram*a who formed E"J< followed b* the brand of others framed &( %J

"

Out of the 0arious Aija*as 7air* Product .utter -il+ is in :nown to all the respondents where as doodpeda is onl* +nown to G%J of respondents

-ajorit* of Respondents< that is %GJ consume U liter per pac+et of Aija*a -il+ per da* onl* %J of them consume " Litter Pac+et

&

E"J of the respondents feel that mother is ta+ing purchase decision of the 0ija*a mil+ dair* products< and "'J of the respondents feel that father is ta+ing purchase decision of the 0ija*a mil+ dair* products

E#J of customers use Aija*a dair* mil+ considering it as the most reliable brand

-ajorit* of Respondents ha0e seen ad0ertisements of 0ija*a dair* mil+ onl* throughout door media that is %EJ< onl* &J of them ha0e seen it though print media< "#J of them ha0e seen it though air media<"#J of them ha0e seen it though others

(#J of the respondents are happ* with the a0ailabilit* of Aija*a dair* mil+

GGJ of the respondents feel that it would be nice if Aija*a dair* mil+ is supplied on occasions

)he priorit* wise Ran+ing for bu*ing mil+ qualit* comes first followed b* a0ailabilit*< price< brand image and pac+age

'# "&J of the respondents e>pecting another branch in 0injamur< and '%J of the respondents e>pecting in uda*agiri< ''J of the respondents e>pecting in duttalur

SU%%ESTIONS
From the abo0e findings its was found that one of the Aija*a dair* mil+ products that is doohpeda is not aware of b* consumers< so compan* management can ta+e efforts to promote the products among the general public about doodpada ;ince %J of the customers consume more than " liters mil+ e0er* da* compan* -anagement can thin+ of introducing two liter pac+et in the mar+et to tap those customers 6N the open 1 ended questions most to of the customers also suggested and preferred Y liter pac+et therefore compan* management can also thin+ about introducing Y liter pac+et therefore compan* management can also thin+ about introducing Y liter mil+ pac+et ;ince %#J of the respondents felt that pac+ing of Aija*a mil+ is not up to the mar+ compan* management non perishiabilit* feature of Aija*a dair* mil+ Ad0ertisement of Aija*a mil+ can focus the 0arious reliable features of Aija*a mil+ because 'EJ of the respondents are not happ* with that

 -ost of the customers felt that discounts and incenti0es offered b* 0ija*a dair* mil+ are not enough the compan* managementcan offer more discount and incenti0es through 0arious outlets Onl* &J of the respondents ha0e seen ad0ertisement of Aija*a dair* mil+ through print media compan* management can concentrate more on print media ad0ertisement through local news papers< maga@ines< pamphlets etc < 6n the open 1 ended question most of the respondents suggested mil+ booth can be established in 0injamur ;ince 7odla is the main competitor ofAija*a< 3ompan* management can alwa*s wor+ out special mar+et strategies to retain the current customers and also bring out the mar+et share of 7odla customers< b* regular ad0ertisements< impro0ing the pac+age design< introducing new pac+ets of Y and " liters and etc

CONCLUSION

From the project stud* it was 0er* clear that awareness and .rand image of Aija*a mil+ high among the customers )he compan* being co operati0e sector it was able to generate more customers until there is no competitors but now the scenario has changed .ecause during the *ear '((# the 5o0ermment of A P < has opened wa*s for lot of pri0ate mil+ companies< Aija*a has started< loosing mar+et share to these pri0ate mil+ companies< Aija*a has started< loosing mar+et share to these pri0ate companies therefore this project was under ta+en to find out preference le0els of customers of 0ija*a dair* mil+ 7uring the sur0e* it was found out that the awareness le0el of Aija*a 7air* mil+ is high among customers< preference le0el to 0arious attributes are also satisfactor* .ut some light was shed on some negati0e factors also li+e pac+age designs< pac+age si@es etc )hatFs wh* some suggestion were pro0ided to the

management li+e concentrating more a print media adds< create awareness for doodhpeda< impro0ing of promotional acti0ities etc < 6f the management considers this suggestion in right sense and start implementing in the near feature with some blend with their own ideas also Aija*a 7air* mil+ share would increase rapidl*

!I!ILIO%RAP#Y
' Philip :ottler! -ar+eting -anagement< Prentice 9all 6ndia?"##"< Ele0enth Edition " G & 5upta ; 3! Fundamentals of ;tatistics< 9imala*a publishing 9ouse?'((E .eri 53 -ar+eting Research< )-9< "##' :otler Philip V Armstrong 5ar*! Principles of mar+eting< Prentice 9all 6ndia? '((H % -3 7aniel and Roger 5ates! -ar+eting Research< 6nternational )homson Publishing '((( Philip :ottler! -ar+eting -anagement< Prentice 9all 6ndia? "##"< Ele0enth Edition E H $ 5upta ; 3! Fundamentals of ;tatistics< 9imala*a publishing 9ouse?'((E .eri 53 -ar+eting Research< )-9< "##' :otler Philip V Armstrong 5ar*! Principles of mar+eting< Prentice 9all 6ndia? '((H

>()sit( -isit(d4

10 www consumerpreference com

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http!NNwww bluestarindia comNcold?help' html http!NNwww smallindustr0india comNpoliciesNstateNandhraNandhara htm

http!NNwww tecumsehindia comNpsZdownloadZproductZcatalogs asp

?UESTIONNAIRE

D('r sirP$'d'$& 6amdoing m*

M!AinADITYA

INSTITUTE OF P"%" STUDIES

GAND#RA UNIVERSITYH&As part of m* mba degree< 6 am undergoing a main project a stud* on SCONSUMERPREFERENCE with special reference to SVI AYA DAIRY LIMTED in nellore district< Andhra pradesh for which *our 0aluable answers are needed +indl* gi0e *our 0aluable suggestions for the questions framed below )han+s*ou < : ;/RE;9"

Name of the consumerZZZZZZZZZZZZZZZZZZZZZZZZZ 5ender< age [[[[[[[[[[[[[ Location 1111111111111111

'

Bhat are the 0arious brands *ou +now in dair* productsD a8 Aija*a c8 Ram*a 2 2 8 8 b8 7odla d8 Others 2 2 8 8

"

which brand do *ou use at presentD a8 7odla c8 Ram*a 2 2 8 8 b8 Aija*a d8 Others 2 2 8 8

7o *ou +now Aija*a Products dealing with product other than mil+ D a8 4es if *es a8 .uttermil+ c8 5hee e8 3heese 2 2 2 8 8 8 b8 3urd d8 7oodhPeda 2 2 8 8 2 8 b8 No 2 8

&

;ince how long *ou +now about 0ija*a dair* mil+ a8 S' *ear c8 G?% *ears 2 2 8 8 b8 '?G *ears d8 T% *ears 2 2 8 8

;ince how long *ou are using Aija*a dair* mil+ a8 S' *ear 2 8 8 b8 '?G *ears d8 T% *ears 2 2 8 8

c8 G?% *ears 2

Bho suggested *ou to purchase perticular productD a8 Neighbors c8 relati0es 2 2 8 8 b8 media d8 others 2 2 8 8

Bho generall* ta+es the purchase decisionD a8 Father c8 3hildren 2 2 8 8 b8 mother d8 others 2 2 8 8

9ow man* liters of Aija*a 7air* mil+ do *ou consume per da* a8 U Liter c8 ' U liter 2 2 8 8 b8 ' Liter d8 " and abo0e 2 2 8 8

Be prefer Aija*a 7air* for its h*gienic conditions a8 ;trongl* agree c8 7isagree 2 2 8 8 b8 Agree d8 ;trongl* 7isagree 2 2 8 8

'#

Aija*a 7air* mil+ are a0ailable in all quantitati0e a8 ;trongl* agree 2 8 b8 Agree 2 8 8 2 8

c8 Neither Agree nor disagree d8 7isagree 2 8

e8 ;trongl* 7isagree 2

''

Aija*a 7air* mil+ are qualitati0e a8 ;trongl* agree 2 8 2 b8 Agree 8 e8 ;trongl* 7isagree 2 8 2 8

c8 Neither Agree nor disagree d8 7isagree 2 8

'"

Be prefer Aija*a 7air* -il+ for its pac+ing and non pershabilit* nature a8 ;trongl* agree 2 8 2 8 b8 Agree 8d8 7isagree 2 2 8 8

c8 Neither Agree nor disagree e8 ;trongl* disagree 2

'G

Our neighbors suggested me to use Aija*a dair* -il+ because the* are using for the past se0eral *ears

a8 4es

b8 No

'&

Be prefer Aija*a dair* mil+ because there is no other reliable brand to prefer a8 ;trongl* agree 2 8 8 b8 Agree d8 7isagree 2 2 8 8

c8 Neither Agree nor disagree2 e8 ;trongl* 7isagree2 8

'%

Aija*a dair* mil+ prices are more economical than an* other brand of mil+ a8 ;trongl* agree 2 8 2 8 b8 Agree 8 2 8 2 8

c8 Neither Agree Nor disagree d8 7isagree 2

e8 strongl* disagree

'E

Aija*a 7iar* offers more attracti0e incenti0es and cash discounts regularl* a8 ;trongl* Agree 2 8 2 8 8 e8 strongl* disagree 2 8 b8 Agree 2 8

c8 Neither Agree nor disagree d8 7isagree 2

'H

Be prefer Aija*a mil+ because it is a co? operati0e sector product a8 ;trongl* agree 2 8 b8 Agree 2 2 8 8 e8 strongl* disagree 2 8 2 8

c8 Neither Agree nor disagree d8 7isagree

'$

Bhat e>tent does *our present mil+ product satisf* *our e>pectations 9igh -edium Low

a8Pridce b8ser0ice c8 brand d8health*

2 2 2 2

8 8 8 8

2 2 2 2

8 8 8 8

2 2 2 2

8 8 8 8

'(

Bhat is the importance of the factors that *ou consider while going for a purchase of a mil+ productD 9igh a8Pridce b8ser0ice c8 brand d8qualit* e8a0ailabilit* f8an* other 2 2 2 2 2 2 8 8 8 8 8 8 -edium 2 2 2 2 2 2 8 8 8 8 8 8 Low 2 2 2 2 2 2 8 8 8 8 8 8

"#

9ow do *ou come to +now Aija*a 7air* ProductsD a8 Print -edia c8 Out 7oor -edia 2 2 8 8 b8 Air -edia d8 Other 2 2 8 8

"'

Bhere from do *ou ma+e purchase of mil+ productD a8 7ealers 2 8 b8 small shops 2 8 c8 others 2 8

""

7o *ou thin+ Aija*a dair* mil+ A0ailabilit* at *our localit* is satisfactor* a8 ;trongl* agree 2 8 b8 Agree 2 8

c8 Neither Agree nor disagree e8 strongl* disagree

2 2

8 8

d8 7isagree

"G

7o *ou thin+ Aija*a 7air* products if supplied to occasions 2-arriages V Parties8 is preferable8 a8 ;trongl* agree c8 Neither Agree nor disagree d8 7isagree 2 2 2 8 b8 Agree 8 8 e8 strongl* disagree 2 8 2 8

"&

Bhat is *our general satisfaction le0el with respect to Aija*a 7air* -il+ a8 9igh ;atisfied c8 Neither satisfied nor dissatisfied d8 7issatisfied e8 9ighl*dissatisfied 2 8 2 2 2 8 b8 ;atisfied 2 8 8 8

"%

Bhat are the attributes *ou loo+ for ward in bu*ing a mil+ pac+et ran+8 a8 .rand 6mage c8 Pac+age e8 A0ailabilit* 2 2 2 8 8 8 b8 Price d8 Rualit* 2 2

2Pl@

8 8

"E

6n which area *ou are e>pecting the one more branch to be launch

a8 Ainjamur2

8 8

b8 /da*agiri 2 d8 others

8 2 8

c8 7uttalur 2

"H

Are *ou suggesting *our friends or neighbour to bu* this product a8 4es 2 8 b8 no 2 8

"$

7o *ou prefer this product e0en in future a8 4es 2 8 b8 no 2 8

An* suggestions to impro0e Aija*a dair* mil+

)han+ing *ou