Consumer Purchasing Pattern and Scopes for Product

Innovation
w. r. t. Packaged Dairy Products in Bettiah (West
Champaran)

Study Done Under Guidance of

Dr. D. Ashok, M Sc., MBA, M Phil., Ph D

Abhay Prakash Sriwastwa

VIT Business School
VIT University, Vellore
Tamilnadu (India)

Abstract:
The objective of this study was to explore and assess the usage
pattern, consumer preferences and scopes for products innovation
with respect to the packaged (and branded) dairy products in the
town; Bettiah, West Champaran, Bihar.

With the opening of “Muzaffarpur” (130 Km away from the study

place) dairy with a capacity of 25,000 liters per day, this market (i.e.
Bettiah) is not new for packaged dairy products. Several players,
including multinationals, are available in the market but market is still
dominated by local dairy producers.

This study throws light on usage pattern and the reasons behind low
penetration of packaged dairy products.

This study obtains information concerning consumers' preferences

and knowledge of processed organic/dairy products. It also identifies
those consumers who are most likely to purchase processed
organic/dairy products.

A consumer response (via questionnaire) survey was done to collect

data. Results indicated that 53 % of the respondents use branded
dairy products, while 46 % are still using conventional (local,
unprocessed) dairy products, whereas 1 % use neither.
Of those who purchase (or would purchase) packaged dairy products,
“availability” ranked as the most important reason, followed by the
“freshness” of packaged dairy products.

When respondents were asked why they prefer packaged dairy

products over conventional dairy products, we got mixed responses.
As 28 % of them said “because of health related benefits” while 26 %
said because of packaging and 20 % said it gives them “sense of
fulfilment” in daily food. Apart form these, 19 % respondents accept
that greater shelf life of packaged dairy products was a reason to
choose it.

Descriptive frequencies analysis were used to determine consumer or

household characteristics that influence the purchase decision related
to packaged dairy products.

It was found that middle aged and older people (above 36 years), with
high education (graduation, PG or technical) are more concerned with
usage degree of packaged dairy products. A healthy 65 % of above
stated consumers purchase, essential items (e.g. packaged milk,
ghee, powder milk etc) “daily”.

The study shows that, families with less number of family members
give more importance to packaged dairy products (i.e. the give
utmost importance); a significant 67 % of small families are in this
category.

Families with higher income (i.e. more than Rs. 12,000 per month) are
more concerned with quality of packaged dairy product. 42 % of
higher income group population voted “quality” as the most
attracting feature in packaged dairy product.

Study reveals that, majority population living in rural areas still uses
the unprocessed, unbranded local dairy products. Out of 91 rural
respondents, 55 agreed that they still use unprocessed dairy
products, which are neither hygienic nor enriched with nutrients.

Respondents have different reasons to purchase packaged dairy

products. Almost 45 % of respondents purchase packaged dairy
products because of nutrition related benefits, where 36 % purchase
because of health related benefits and around 20 % see other
benefits in packaged dairy products.

It is significant from the weighted average rank table (where

“availiability” has got first rank in importance and awareness
advertisment has got fifth rank), that dariy producres have to work on
better distribution and reatail network while keeping the “freshness”
of the products, which should have greater “shelf life”. To
differentiate form the competitors, these dairy producres can work on
different flavours, and they can offer a range of “tastes” to the
consumers.

With the use of non-parametric tests, certain hypotheses were tested.

Chi Square tests prove that there is no significant relationship
between the age of the head of the family and the type of product
(i.e. branded or conventional) he/she uses. The study finds that the
age of the head of family and the degree of importance they give to
dairy products in daily food, have significant relationship, as middle
and higher aged respondents admit giving more importance to dairy
products in daily food.

Almost half of the respondents admit that they are not aware off all
benefits of packaged dairy products. The relationship possibility
between the awareness level of benefits (from packaged dairy
products) and purchase frequency of essential dairy items, was
tested, but there is no significant relationship among these two.
It signifies, other factors, e.g. price, availability, quality and freshness
of the packaged dairy precuts have got greater importance in the
eyes of customers, while they make purchase decision.

Introduction:

India ranks first in the world in terms of milk production. At present,

the dairy sector has an estimated consumer demand for milk and milk
products at EUR 26 billion, growing at about 8 percent per annum .
About 35 percent of milk produced in India is processed. The
organized sector (large scale dairy plants) processes about 13 million
tons annually, while the unorganized sector processes about 22
million tons per annum.
Chief products manufactured are infant milk food, malted food,
condensed milk and cheese. The southern and western regions
collectively contribute for 80 percent of the milk produced in India.
The rapid growth of the dairy-processing industry is likely to lead to a
greater demand for value-added, milk-based products, such as
processed cheese, table butter, sour milk, yoghurt and ice cream. A
higher demand for branded and pro-biotic milk has also led to a rise in
investment for milk processing.
As per Dairy India 2007, by 2011
G1: Milk Usage in India (Value Added)
private dairies are slated to
outpace the co-operative sector
and become the largest producers
of milk in the industry. Private
dairies are likely to contribute
double the quantity of milk that
would be contributed by co-
operatives in 2011.
Sensing the big business
opportunities in the dairy sector,
with rising demand for processed
milk and milk products, many
corporate are planning a foray
into the dairy business.

In the development of milk production, dairy cooperatives have a

major role. Many small dairy cooperatives are now full fledged milk
producers, AMUL of Gujrat is one of such example.
Till about year 2000, India was not on the radar screen of most
international dairy companies, since India was neither a major
importer nor an exporter of dairy products. Through the 70’s, 80’s
and 90’s India used to take some milk powder and butter oil as aid.
Exports from India were insignificantly small. From 2000 onwards,
Indian dairy products, particularly milk powder, casein, whey products
and ghee started making their presence felt in global markets.

The National Dairy Development Board (NDDB) was set up by the

national government in 1965 with a mandate to strengthen and
expand the cooperative dairy movement in India.

NDDB began operation with the mission of making dairying a means

to a better future for millions of grassroots milk producers. Since then,
India has emerged as the world’s largest milk-producing nation.
Production has increased by approximately 4% a year, growing from
21.2 million metric tons in 1968 to 84.6 million metric tons in 2001—
capable of supplying India’s very large population with 226 grams of
milk per person per day.
Indian milk production, in contrast to other milk producing countries,
is characterized by millions of small and marginal farmers, including
landless milk producers for whom dairying is not only a business but
also the main source of income. A majority of these farmers are
illiterate or semi-literate.
Nevertheless, the Indian dairy sector is organized as a producer-
owned and professionally-managed cooperative system. As of March
2001, India's 96,000 local dairy cooperative societies (DCS) included
more than ten million farmers and were integrated in a three-tiered
cooperative structure
Though dairy cooperatives are found throughout India, the
cooperative movement has been most successful in a few states,
notably Gujarat. Gujarat’s success can be attributed to a higher rate
of farmer activism and more efficient political institutions. Over the
years, states have developed popular dairy brands such as Amul
(from Gujarat), Vijaya (from Andhra Pradesh), Verka (from Punjab),
Saras (from Rajasthan), Nandini (from Karnataka), Milma (from
Kerala) and Gokul (from Maharashtra). These brands have earned
high degrees of brand recognition and customer confidence,
especially within in their respective states.

Global Challenges for the Indian Dairy Industry:

The Indian dairy industry faces challenges from the international dairy
market. Chief among these challenges is that India, as a signatory to
the World Trade Organization (WTO), is obligated to open its milk and
milk products markets to international dairy companies. Because the
Indian dairy industry is characterized by relatively high costs in milk
production, processing, and marketing, and relatively poor quality of
milk due to unhygienic handling, this could potentially pose a
significant threat to the industry and its farmers. In 1999, India
imported 10,000 metric tons of milk powder, primarily from Australia,
the European Union, and the United States. In 2000, the industry was
threatened by the arrival of low-cost fresh milk from New Zealand.
The imposition of a heavy import tax on milk in 2001 has given the
domestic dairy industry some breathing space. However, the respite
is temporary, as the tax is slated to be abolished before the year
2006, as per the WTO agreement.
An Indian dairy farmer gets paid about US$0.16 (Rs 7-8) per kg. Milk
is handled at several levels, passing from the farmer, to the local
dairy cooperative society (DCS), and the union before it is
pasteurized. The milk is then shipped to retail markets through
various supply chain delivery mechanisms, ultimately reaching the
consumer after several levels of “middlemen.” This multi-layered
system not only poses hygiene issues, but each level of handling adds
additional cost.

The high costs of domestic production is compounded by the fact that

Indian dairy products cannot be exported to overseas markets due to
their poor quality which results from poor animal health, a polluted
and unclean environment, and manual handling delays. High costs
and a limited market make the threat from low-priced, high-quality
milk and milk products from international competitors particularly
keen.

Addressing these challenges and increasing the competitiveness of

the Indian dairy industry will require both improved technology and
better management. The innovative use of appropriate technologies
can help the industry produce high-quality products at a lower cost,
while professional management can ensure a more optimal utilization
of the industry's human and financial resources.

Technology solutions will need to address the unique needs of India’s

dairy supply chain, which runs from its largest cities to its smallest,
most remote villages, in an integrated and locally-relevant way.
Because the Indian dairy industry supply chain extends from small
villages where the milk collection happens to big cities where
consumers buy dairy products, it necessarily involves people from
very different backgrounds who often speak very dialects.

Appropriate solutions need to be integrated in a way that can address

these differences; for example, applications at the village-level will
require a different language interface and customer support than
applications and customer support for marketing and procurement
executives of companies in India’s larger cities.

India is the largest producer of milk producing more than 100 million
tons of milk per annum. Yet, her per capita milk consumption is
around 250 g per day. India has a population of more than 1 billion
with diverse food habits, cultures, traditions an religions. Regional
variations within the country can be mind boggling. On one hand the
country has plains with long tradition of milk production and
consumption. On the other hand, there are forest and hilly regions
with no tradition of dairying. Most of coastal belts also do not have
much of dairy tradition.

India’s milk production will grow at about 3 per cent per annum in
spite of difficulties due to stagnant livestock herd size and shortage of
fodder. Due to increasing population, per capita availability of milk
will increase by only about 1.5 per cent per annum. For an economy
growing at about 8 per cent per annum, this increase in availability
will be grossly inadequate.

Table T9: – Projected growth rate of milk production and dairy

products consumption

Projected Growth Rate

Product
(per cent per annum)
Milk Production 03
Ghee Consumption 08
Table Butter Consumption 10
Paneer (cottage cheese) 10
Processed Cheese 12
Dairy Whiteners & Condensed
08
Milk

BIHAR:
The Milk production in Bihar is approximately equal to that of Haryana
and Tamilnadu. But the per capita milk availability of this state is
significantly low (only 163 gms per day, as of July 2006 data).
Relatively higher population is one of the reasons.

The development of co-operative societies in the state has created

the environment for higher milk and dairy production levels.
Despite that, milk and dairy product consumption levels are still very
low, which results into malnourishment of babies, youth and old age
people.

A population of 8.3 Crores creates a huge market for dairy products,

but Bihar is still not the centre of attraction for investment from
multinational dairy producers.
West Champaran district, headquarters Bettiah, has a population of
30 lakhs (approx). The district borders are shared with neighbor
country Nepal.

The low per capita milk (& dairy products) consumption, low
penetration level of packaged (and branded) dairy products and
absence of any such study which throws light on this issues, in this
region, create the ground for the study.

This study was done to explore and assess the usage pattern,
consumer preferences and scopes for products innovation with
respect to the packaged (and branded) dairy products in the town;
Bettiah, West Champaran, Bihar.

Earlier Studies:
There has been a little number of studies that evaluated the demand
and purchasing pattern for these niche products in the region of
study. While some studies suggest that the motivation to purchase
organic and processed food and natural products derives from
environmental concerns, most conclude that the primary motive is for
health reasons (Huang 1996).
Following researches have given the list of factors that affect the
purchasing pattern. The objective remains to the research is to test
those factors (and explore more) in the study domain, i.e. up to what
extent they hold true or what deviations are experienced.

Fearne and Bates (2003) collected qualitative and quantitative

data to understand consumer purchases of value-added dairy and
prices after de-regulation of the dairy market in the UK. Fourteen
focus groups and 1,200 face-to-face interviews were conducted
across the UK. They found that participants believed the price of
organic foods was too high with no clear benefits. They
concluded that this was due to the lack of knowledge between
organic and conventional products, especially with milk.

Dhar and Foltz (2003) studied milk and organic milk demand using
supermarket scanner data from 1997 to 2002. They found that
organic milk had a low expenditure elasticity, which would indicate
that organic milk was not associated with higher income groups.
Results also showed that smaller families without children purchased
more organic milk

McEachern and McClean (2002) performed a cluster analysis of

consumers. Dairy purchases in Edinburgh, UK. They categorized their
participants into three groups, complacents, conceivables, and
committed. Complacents were concerned about price and never buy
organic dairy. They were mostly 18-30 years old and in a lower socio-
economic group. Conceivables who sometimes buy organic milk, were
mostly between 31 and 50 years old and were in the middle socio-
economic groups. Those in the committed group were mostly
women, 31-60 years of age, and in a higher socioeconomic
category.

They also found taste (30% of the respondents), food safety (24%),
health benefits (17%), environment (16%), ethics (10%), and a
variation in their diet (3%) to be consumer motivations for purchasing
organic dairy products. More than half (65.5%) of the respondents
believed organic foods to be produced more ethically than
conventional foods. Factor analysis on food safety, organic standards,
and food ethics revealed that food safety and food ethics are the
primary attitudinal drivers affecting consumer purchases. They
defined food safety as the health benefits and safety of organic foods
versus conventional. Food ethics was defined by the authors as
purchasing locally grown foods and using ethical means of
production.

Grunet, Bech-Larsen, and Bredhal (2000) identified three major

determinants that affect consumers’ acceptance of organic dairy
products. First, credible information must be provided about the
product, such as information on production methods. Second, the
knowledge and awareness stimulated by the credible information
must be associated with implications for consumers. Lastly, credible
information must be consistent with consumers’ existing values
toward attributes if it is to change behaviour.

Research Methodology:

A Descriptive Research was done to test the hypotheses and to know

the extent up to which different factors affect the purchasing pattern
with respect to packaged dairy products in Bettiah, W. Champaran,
Bihar.
The area under consideration is Bettiah, W. Champaran, Bihar and the
selection of the sample size was non-probability convenience sample.
The size of sample was 225. The data collection was done from
primary sources. A Questionnaire method was followed, where
questions related to purchasing pattern observation, purchase
denominations, purchase frequencies, attraction/purchase reason,
awareness level and demographic variables with a rating scale, were
asked.
The study is done in the period of December 2008 to April 2009. A
pilot study to test the questionnaire was done with 15 prespondents.
The statistical design of the research consist of three tools,
percentage analysis, Chi Square Test and weighted average methods.
Test Results:

The (exact) population is not known, and certain hypotheses need to

be tested. Chi Square test aims at determining whether significant
relationship exists among the group of data or relationships are
present due to sampling.
Following are hypothesis, developed to be tested in research.
Respondents’ Demographic at a glance:

40% rural and 47% semi

Place
urban

24% above 46 years and 21%

age 20 -30
in the band of 41 to 45 years

Male: Female
(decision making 1.103
person)
31% UG and 27% higher
PG & UG
secondary
Household Size 28% 3-4, and 27% 5-6
No. of Children in
50% 1-3, 31% have 0
family
12% more than Rs 18K,
Family Income 19% 12K to 15K, 17% --- 6K
to 9K
Branded VS Local 46% local and 53% branded
 awareness of all
51% aware
benefits

packaged dairy
45% nutrition
puchase reason

factor attracting
towards packaged 40% quality
dairy

T1: Hypothesis Table:

s. n. Category Hypotheses
H01 : There is no significant relationship between
Usage
1 age of family head and the type of dairy products
Degree
(branded or conventional)
H01 : There is no significant relationship between
Degree of
2 the age of the family head and the importance
Importance
given to dairy products in daily food.
H01 : there is no significant relationship between
Purchase
AGE

3 the age of the family head and the reason behind

Reason
the purchase of dairy products
Branded H01 : there is no significant relationship between
4 Purchase the age of the family head and the reason for
Reason purchase of branded dairy products.
H01 : there is no significant relationship between
Attracting
5 the age of the family head and the factors
Factors
attracting towards branded dairy products.
H01 : there is no significant difference between the
EDUCATION LEVLE

6 Regularity education level of customers and the type of

consumers they are i.e. regular or occasional.
H01 : there is no significant relationship between
Degree of
7 the education level of customers and the
Importance
importance given to dairy products in daily food.
H01 : there is no significant relationship between
Awareness the educational level of customer and their
8
State awareness state about the benefits of the
packaged dairy products.
H01 : there is no significant relationship between
Purchase
9 the educational level of the customer and the
Frequency
purchase frequency of essential dairy products.
10 Attracting H01 : there is no significant relationship between
 the educational level of the customer and the
Factors
factors attracting towards branded dairy products.
H01 : there is no significant relationship between
Substitute
11 the educational level of customer and their actions,
Action
in case of unavailability of desired brand products.
H01 : there is no significant relationship between
12 Regularity the gender of the purchase decision making person
and type of consumers they are, i.e. regular or

GENDER
occasional.
H01 : there is no significant relationship between
Packaged the gender of the purchase decision making person
13
Preference and reason behind the purchase of packaged over
conventional dairy products.
H01 : there is no significant relationship between
14 Regularity the income level of customers and the type of
INCOME LEVEL

consumers they are i.e. regular or occasional.

H01 : there is no significant relationship between
Importance
15 the income level of customers and the importance
Given
given by them to diary products in daily food.
H01 : there is no significant relationship between
Purchase
16 the income level of the customers and the reason
Reason
behind the purchase of packaged dairy products.
AWARENESS

H01 : there is no significant relationship between

Awareness the state of the awareness of the customer and
17
Impact their purchase frequency of essential branded
dairy products.

Chi Square Tests Results:

calculat
variable Hypothes table resul
s. n. Test variable 1 ed
2 is value t
value
there is no
Chi Age of family usage significant 21.0 accep
1 18.12
Square head dairy type relationshi 3 t H0
p
importanc there is no
Age of family e given to significant 21.0 reject
2 −do− 24.97
head dairy relationshi 3 H0
products p
there is no
reason
Age of family significant 21.0 accep
3 −do− behind 17.8
head relationshi 3 t H0
purchase
p
4 −do− Age of family reason for there is no 33.06 36.4 accep
head branded significant 2 t H0
purchase relationshi
 p
there is no
Age of family factors significant 36.4 accep
5 −do− 33.667
head attracting relationshi 2 t H0
p
there is no
regular
Educational significant 15.5 reject
6 −do− consumer 24.09
Qualification relationshi 1 H0
or not?
p
importanc there is no
Educational e given to significant 15.5 accep
7 −do− 10.72
Qualification dairy relationshi 1 t H0
products p
there is no
awarenes
Educational significant accep
8 −do− s of 5.82 9.49
Qualification relationshi t H0
benefits
p
purchase
there is no
frequency
Educational significant 36.4 accep
9 −do− of 31.38
Qualification relationshi 2 t H0
essential
p
items
there is no
Educational factors significant 21.0 accep
10 −do− 15.18
Qualification attracting relationshi 3 t H0
p
action, in there is no
Educational case of significant 15.5 reject
11 −do− 40
Qualification unavailabi relationshi 1 H0
lity p
there is no
Regular
significant accep
12 −do− gender consumer 0.348 5.99
relationshi t H0
or not?
p
reason
behind there is no
packaged significant accep
13 −do− gender 9.04 9.49
over relationshi t H0
conventio p
nal
there is no
Regular
monthly significant 21.0 reject
14 −do− consumer 21.886
income relationshi 3 H0
or not?
p
importanc there is no
monthly e given to significant 21.0 accep
15 −do− 15.372
income dairy relationshi 3 t H0
products p
16 −do− monthly responde there is no 14.875 21.0 accep
income nt's significant 3 t H0
purchase relationshi
 reason p

Chi Square Results’ Inferences:

A. There is no significant relationship between the age of the
respondents and their usage type (conventional or branded) with respect to
dairy products.
B. There is a significant relationship between the age of the head of the
family and the importance given by them to (conventional or branded)
dairy product in daily food.
C. There is no significant relationship between the age of the family
head and the reason behind the purchase of dairy products
D. There is no significant relationship between the age of the family
head and the reason for purchase of branded dairy products
E. There is no significant relationship between the age of the family
head and the factors attracting towards branded dairy products.
F. There is a significant difference between the education level of
customers and the type of consumers they are i.e. regular or occasional.
G. There is no significant relationship between the education level of
customers and the importance given to dairy products in daily food.
H. There is no significant relationship between the educational level of
customer and their awareness state about the benefits of the packaged
dairy products.
I. There is no significant relationship between the educational level of
the customer and the purchase frequency of essential dairy products.
J. There is no significant relationship between the educational level of
the customer and the factors attracting towards branded dairy products.
K. There is a significant relationship between the educational level of
customer and their actions, in case of unavailability of desired brand
products.
L. There is no significant relationship between the gender of the
purchase decision making person and type of consumers they are, i.e.
regular or occasional.
M. There is no significant relationship between the gender of the
purchase decision-making person and reason behind the purchase of
packaged over conventional dairy products.
N. There is a significant relationship between the income level of
customers and the type of consumers they are i.e. regular or occasional.
O. There is no significant relationship between the income level of
customers and the importance given by them to diary products in daily
food.
P. There is no significant relationship between the income level of the
customers and the reason behind the purchase of packaged dairy products.
Q. There is no significant relationship between the state of the
awareness about the benefits of the packaged dairy products and the
purchase frequency of essential dairy (packaged) products.
It signifies, other factors, e.g. price, availability, quality and freshness
of the packaged dairy precuts have got greater importance in the
eyes of customers, while they make purchase decision.
Findings:
When respondents were asked why they prefer packaged dairy
products over conventional dairy products, we got mixed responses.
As 28 % of them said “because of health related benefits” while 26 %
said because of packaging and 20 % said it gives them “sense of
fulfilment” in daily food. Apart form these 19 % respondents accept
that greater shelf life of packaged dairy products was a reason to
choose it.

Descriptive frequencies analysis were used to determine consumer or

household characteristics that influence the purchase decision related
to packaged dairy products.

It was found that middle aged and older people (above 36 years), with
high education (graduation, PG or technical) are more concerned with
usage degree of packaged dairy products. A healthy 65 % of above
stated consumers purchase, essential items (e.g. packaged milk,
ghee, powder milk etc) “daily”.

The study shows that, families with less number of family members
give more importance to packaged dairy products (i.e. the give
utmost importance); a significant 67 % of small families are in this
category.

Families with higher income (i.e. more than Rs. 12,000 per month) are
more concerned with quality of packaged dairy product. 42 % of
higher income group population voted “quality” as the most
attracting feature in packaged dairy product.

Study reveals that, majority population living in rural areas still uses
the unprocessed, unbranded local dairy products. Out of 91 rural
respondents, 55 agreed that they still use unprocessed dairy
products, which are neither hygienic nor enriched with nutrients.

Respondents have different reasons to purchase packaged dairy

products. Almost 45 % of respondents purchase packaged dairy
products because of nutrition related benefits, where 36 % purchase
because of health related benefits and around 20 % see other
benefits in packaged dairy products.

It is significant from the weighted average rank table (where

“availiability” has got first rank in importance and awareness
advertisment has got fifth rank), that dariy producres have to work on
better distribution and reatail network while keeping the “freshness”
of the products, which should have greater “shelf life”. To
differentiate form the competitors, these dairy producres can work on
different flavours, and they can offer a range of “tastes” to the
consumers.

Conclusion:
The survey helped the researcher in getting to know more about the
world of dairy products, their usage pattern, dairy cooperatives and
their developments. On a whole, the respondents surveyed seem to
have a healthy awareness about packaged dairy products.
The most differentiating factor is “quality” of packaged dairy
products. Consumers are more concerned about the health related
benefits from the packaged dairy products. Majority of respondents
believe including sufficient amount of dairy products in their daily
food is utmost important for proper nourishment.
The purchase decision making person in majority of households
surveyed, are male. Almost half of households surveyed, there are 1-3
children and having more children in family leads to less consumption
level of dairy products in the family.
The respondents seems to be more concerned about the credible
information given on the pack as majority of respondents prefer to
buy dairy items about which credible information is given.
Respondents at Bettiah are more concerned about the health and
nutrition related benefits from packaged dairy products. It revels their
attachment towards packaged dairy products.
Though respondents are health and nutrition conscious but their
expectation from packaged dairy products do not end here, almost
three fourth of them are taste conscious as well.
The “availability” of the packaged dairy products are given first
importance by the respondents while “freshness” got the second
place. It shows the “impulsive” purchase pattern is prevailing in the
study area.
Since non-probability sampling techniques were used, the results
obtained cannot be
generalized and said to be applicable to the whole town. They can be
however generalized for a particular part of the town nevertheless.
The relationships between the various variables tested using
statistical techniques help the researchers in finding-out the
relationship between them.
Though there were many constraints which, to some extent, acted as
bottle-necks, the
previous research articles as well as some valuable guidance given by
people around proved as a major source of inspiration and motivated
the researchers to put their best foot forward.
It won’t be a hyperbole if I say that I have got the maximum value for
the resource I mobilized in this direction.
This study is not an end in itself as it has not been conducted keeping
any particular
problem or any particular company’s business intentions in mind but
it has acted as a valuable source of knowledge-enhancement. I hope
that it provides assistance for similar studies to be conducted in the
future.
abhayprakashsriwastwa2007@vit.ac.in
abhay.sriwastwa@gmail.com