1

1.1 CUSTOMER PERCEPTION

In today’s globalising economy competition is getting more and more fierce. That means
it becomes more difficult for products and services to differentiate themselves from other
offerings than ever before. Not only is the number of competitive offerings rising due to
globalisation of production, sourcing, logistics and access to information. Many products
and services face new competition from substitutes and from completely new offerings or
bundles from industry outsiders. Since product differences are closed at an increasing
speed and many companies try to win the battle for customers by price reductions,
products and services tend to become commodities.

On the other hand, customer behaviour becomes more hybrid. On one hand, customers
are increasingly price sensitive – searching for bargains at marketplaces like ebay or
buying their groceries at discount markets. On the other hand they enjoy branded and
luxury goods. One and the same person may plan a weekend trip with a no-frills airline
and a stay at a five-star-hotel.
In the result, customers have a wider choice of often less distinguishable products and
they are much better informed. For many offerings the balance of power shifts towards
the customer. Customers are widely aware of their greater power, which raises their
expectations on how companies should care for them. Bringing it all together, it becomes
ever more difficult to differentiate a product or service by traditional categories like price,
quality, functionality etc.

In this situation the development of a strong relationship between customers and a

company could likely prove to be a significant opportunity for competitive advantage.
This relationship is no longer based on features like price and quality alone. Today it is
more the perceived experience a customer makes in his various interactions with a
company (e.g. how fast, easy, efficient and reliable the process is) that can make or break
the relationship. Problems during a single transaction can damage a so far favorable
customer attitude.

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The consequence for companies is that they have to adapt their ways of competing for
customers. Traditionally, companies have focused their efforts of customer relationship
management on issues like customer satisfaction and targeted marketing activities like
event marketing, direct marketing or advertising. Although doubtless necessary and
beneficial, these activities are no longer enough. They narrow the relationship between
company and customer down to a particular set of contacts in which the company invests
its efforts. Most likely this will produce not more than a satisfied customer who is well
aware of the companies offerings and has a positive attitude towards them. However, a
satisfied customer is not necessarily a loyal one.
If a customer is satisfied that means that a product of service has met his expectations and
that he was not dissatisfied by it. Customer satisfaction is doubtlessly very important. It is
the precondition for repeat purchases and it prevents the customer from telling others
about his disappointing experiences. A loyal customer, however, is more than a customer
who frequently purchases from a company.

The difference is the emotional bond which links the customer so closely to the company
that he develops a clear preference for these products or brands and is even willing to
recommend them to others. Loyal customers truly prefer a product, brand or company
over competitive offerings. Thus loyalty goes beyond a rational decision for known
quality or superior price-performance-ratio. It is about the customers’ feelings and
perceptions about the brand or product.
When the customer makes his buying decision, he evaluates the benefits he perceives
from a particular product and compares them with the costs. The value a customer
perceives when buying and using a product or service go beyond usability. There is a set
of emotional values as well, such as social status, exclusivity, friendliness and
responsiveness or the degree to which personal expectations and preferences are met.
Similarly, the costs perceived by the customer, normally comprise more than the actual
price. They also include costs of usage, the lost opportunity to use another offering,
potential switching costs etc. Hence, the customer establishes an equation between
perceived benefits and perceived costs of one product and compares this to similar
equations of other products.

3
Based on this, customer loyalty can be understood as to how customers feel about a
product, service or brand and whether their perceived total investments with a it live up to
their expectations.
The important point here is the involvement of feelings, emotions and perceptions. In
today’s competitive marketplace, these perceptions are becoming much more important
for gaining sustainable competitive advantage.

Customer perceptions are influenced by a variety of factors. Besides the actual outcome –
i.e. did the product or service deliver the expected function and did it fulfil the customers
need – the whole process of consumption and all interactions involved are of crucial
importance. In today’s globalised information driven economy this can also comprise
issues like
 How other customers or influencing groups perceive the product or brand
 The degree to which the customer feels the actual marketing campaign
 addresses the most important issues
 Responsiveness and service quality of any affiliates, e.g. distribution partner

Customer perceptions are dynamic. First of all, with the developing relationship between
customer and company, his perceptions of the company and its products or services will
change.
The more experience the customer accumulates, the more his perceptions will shift from
fact-based judgements to a more general meaning the whole relationship gains for him.
Over time, he puts a stronger focus on the consequence of the product or service
consumption.
Moreover, if the customers’ circumstances change, their needs and preferences often
change too. In the external environment, the offerings of competitors, with which a
customer compares a product or service will change, thus altering his perception of the
best offer around. Another point is that the public opinion towards certain issues can
change. This effect can reach from fashion trends to the public expectation of good
corporate citizenship. Shells intention to dump its Brent Spar platform into the ocean

4
significantly altered many customers perception of which company was worth buying
fuel from.
Research has been don on the impact of market share on the perceived quality of a
product.Depending on the nature of the product and the customers’ preferences,
increasing market share can have positive or negative effects on how the customer
perceives the product.
1.1.1 Positive Effects Of Increasing Market Share On Customer Perception
 Increasing market share can send out positive signals by acting as an indicator of
superior quality that is recognised by more and more other customers. This effect is
particularly strong for premium priced products. Customers normally assume that a
product must be of exceptional quality if it can gain such an unexpected market
success despite its high price.
 Many brands offer positive emotional benefits of using a product that is popular in the
markets.
 The value of a product or service can rise through increasing number of users of the
same product, e.g. number of members of an online community, better availability of
software for popular computer systems.

1.1.2 Negative Effects of Increasing Market Share on Customer Perception

 For premium and luxury products, customers may translate an increasing market
share into a loss of exclusivity and thus perceive it as less valuable.
 The quality of services may suffer if they are consumed by increasing numbers of
users. Diseconomies of scales and congestions can be observed with busy airports and
many other services so that customers may look out for other providers that promise
more timely service and convenience.

The concept of customer perception does not only relate to individual customers in
consumer markets. It is also valid in business to business situations. For example, a
competitor benchmarking survey of a large industrial supplier revealed that the market
leader, although recognised for excellent quality and service and known to be highly
innovative, was perceived as arrogant in some regions. If we take into consideration that

5
there are about four other large players with a similar level of quality and innovative
ideas, this perceived arrogance could develop into a serious problem. Customers here are
well aware the main characteristics of all the offerings available at the market are largely
comparable. So they might use the development of a new product generation of their own
to switch to a supplier that can serve them not better or worse, but with more
responsiveness and understanding.

1.2 OBJECTIVES OF THE STUDY

Main objective of research study are as follows:
1. To study the awareness level of respondents towards differen packed milk products.
2. To study which brand of milk respondents are presently using.
3. To study the factors that influence respondents to buy particular milk brand.
4. To study which milk brand is superior in comparison to other brands in terms of
density, creaminess and freshness.

1.3 NEED OF THE STUDY

Need
The study focuses on the knowing the customer perception so as to increase the sales
level so as to retain the customer for long period. Moreover understanding the concepts
of branding and consumer behavior and to put into perspective the functional values of
branding as well as assess its role in the consumer purchase decision-making. To fill this
gap need aroused to study the customer perception towards packed milk products
Scope of the Study
The scope of the study was limited to consumers of Jalandhar city.

1.4 RESEARCH METHODOLOGY

1.4.1 Research
Research methodology is a way to systematically solve the research problem. It may be
understood as a science of studying how research is done scientifically. In it, we study the
various steps that are generally adopted by a researcher in studying the research problem
along with the logic behind them.

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According to D. Slesinger and M. Stephenson research may be defined as ”the
manipulation of things, concepts or symbols for the purpose of generalizing to extend,
correct or verify knowledge, whether that knowledge aids in the construction of theory or
in the practice of an art”. Thus it is original contribution to the existing stock of
knowledge of making for its advancement.
The research frame for the study is given detailed below. The purpose of research was to
discover the answer to question through some specific procedure.

1.4.2 Research Design

A Research design is a framework or blueprint for conducting the marketing research
project. It details the procedures necessary for obtaining the information needed to
structure or solve marketing research problems. The research problem having been
formulated in clear-cut term helps the researcher to prepare a research design. The
preparation of such a design facilitates in conducting it in an efficient manner as possible.
It is a blue print for the fulfillment of objectives and answering questions.
This research is descriptive and conclusion oriented.

1.4.2.1 Descriptive Research

Descriptive research includes surveys, facts, finding and inquiries of different kinds.
Descriptive research is that kind of research where the researcher has no control over the
variables. Researcher can only report what has happened or what is going to happen. But
these incidents cannot be changed by the researcher. The research is descriptive research
because in the research, data is collected from respondents and is described as it is.

1.4.2.2 Conclusion Oriented Research

Conclusion oriented research is that which is concluded on basis of research done. While
doing conclusion oriented research, a researcher is free to pick up a problem regarding
the inquiry and can conceptualize as he wishes. Present research is conclusion oriented
because this research aimed to know the motives of using the consumers.

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1.4.3 Sample Design
 Sample Size: A sample of minimum respondents has been selected from various
areas of Jalandhar. An effort had been made to select respondents evenly. The survey
was carried out on 100 respondents.
 Sample Unit: It indicates who is to be surveyed. In this project sampling unit is
the students, businessmen, and serviceman of Jalandhar who uses branded milk.
 Sampling Technique: For the purpose of this Research, Convenience Sampling
was being used. Different people were contacted for required information.

1.4.4 Data Collection and Analysis

1.4.4.1 Data Collection
Research work is exploratory in nature. In this study data was collected from following
sources:
 Primary Sources:
Primary data are those, which are collected for the first time, and thus happen to be
original in character. It is the backbone of any study. It was obtained from respondents
with the help of widely used and well-known method of survey, through a well-structured
questionnaire. In this study primary data from respondents was collected through a well-
structured questionnaire.
 Secondary Sources:
Secondary data are those which have already been collected by someone else and which
have already been passed through the statistical process. Secondary data either is
published data or unpublished data. In this study, secondary data was collected from
websites and books.

Data Analysis and Interpretation

In order to extract meaningful information from the data, analysis of the data was done.
Analysis was done by using certain statistical tools like bar-graphs, pie-charts,
percentages etc. and from these analysis interpretations were drawn.

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1.4.4.2 Tools of Analysis and Presentation
It means what all tools are used to present data in a meaningful way so that it becomes
easily understandable. To analyze the data obtained with the help of questionnaire,
following tools are used.
 Likert Scale: This consisted of a number of statements which express either a
favorable or unfavorable attitude towards the given object to which the respondents are
asked to react. The respondent responds to in terms of several degrees of satisfaction or
dissatisfaction.
 Weighted Average Score: This tool was used to calculate highest and lowest rank.
 Tables: This tool was used to present the data in tabular form.
 Percentage and Pie Charts: These tools were used for analysis of data.

1.4.5 Limitations of the Study

 Lack of knowledge: Some of the respondents could not answer the questions due to
lack of knowledge.
 Inadequate data: The data provided was not sufficient due to which the
generalizations cannot be made.
 Time factor: The research was carried out in a short period. Therefore the sample
size and the parameters were selected accordingly so as to finish the work within the
given time frame.

9
 CHAPTER-2
COMPANY PROFILE

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2.1 INTRODUCTION INDIAN DAIRY INDUSTRY
India is the largest milk producer in the world. From being milk impoverished nation to
the top producer has been as arduous and almost miraculous climb. This of course must
be attributed in great measure to Operation Flood and the historic Co-operative
movement. Milk production has increased from 72.12 million metric tones in 2004-05 to
91.94 million metric tones in 2005-09 representing a compound annual growth (CAGR)
of around 4% p.a. against the worlds at 1%. Over the last one and a half decade the
contribution of milk from India to total world milk production has also increased from
9.9% to 14.5%.

India's annual milk production has more than four multiple in the last 37 years, rising
from 21 million tonnes in 1968 to an anticipated around 92 million tonnes in 2005. This
rapid growth and modernization is largely credited to the contribution of dairy
cooperatives, under the Operation Flood (OF) Project, assisted by many multi-lateral
agencies, including the European Union, the World Bank, FAO and WFP (World Food
Program). In the Indian context of poverty and malnutrition, milk has a special role to
play for its many nutritional advantages as well as providing supplementary income to
some 70 million farmers in over 500,000 remote villages.
India’s modern dairy sector has expanded rapidly. From an insignificant 200,000 litres
per day (lpd) of milk being processed in 1951, the organized sector is presently handling
some 20 million lpd in over 400 dairy plants. Already, one of the world’s largest liquid
milk plants is located in Delhi, handling over 800,000 litres of milk per day (Mother
Dairy, Delhi). India's first automated dairy (capacity: 1 million lpd) -- Mother Dairy,
Gandhinagar -- has been established at Gandhinagar near Ahmedabad, Gujarat, in
Western India. It is owned by India’s biggest dairy cooperative group, Gujarat
Cooperative Milk Marketing Federation (GCMMF) in Anand, with an annual turnover in
excess of Rs 23 billion (US $500 million). Amul-III with its satellite dairies, with total
installed capacity of 1.5 million lpd has also been commissioned. India's first vertical
dairy (capacity: 400,000 lpd), owned by the Pradeshik Cooperative Dairy
Federation(PCDF) has been commissioned at Noida, outside Delhi.

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2.1.1 Growth Drivers & Inhibitors of Indian Dairy Industry
2.1.1.1 Growth Drivers
Potential to Consume
As a developing nation with a healthy growth in per capita income, unlike in the
developed world, there is an increasing acceptance of milk and milk products in India.
This potential can only increase with the rise in disposable income levels, increasing
urbanization and distribution levels.
Strong Co-operative Effort
With support from the government, the Co-operative movement is gaining strength in the
country. This has lead to better prices for farmers and a more organized method of
collection, processing and distribution. Many private sector players have now entered the
business and their efforts will only help to market, distribute and popularize the
consumption of milk and milk products.

2.1.2 Growth Inhibitors

Low Genetic Potential
While there has been great emphasis in recent times on enhancing the genetic potential of
the Indian milch animal, much progress remains to be made
Low Milk Yield
This in turn leads to the next major problem low milk yield. Despite being the largest
milk producer, the country's average milk yield falls far below the world average. The
statistics can be interpreted and justified in many ways. But the net result is that the
country expends its precious fodder resources in maintaining and feeding unproductive
cattle at a huge manpower cost. This is one of the prime reasons for the low returns to
dairy farmers in the country.
Feeding Practices
The vast majority of the cattle population is grazed and fed on agricultural residues and
home mixed ingredients or concentrates.

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2.1.3 Upside And Downside Of Indian Dairy Industry
2.1.3.1 The Upside
Increasing awareness: As India enters an era of economic reforms, agriculture,
particularly the livestock sector, is positioned to be a major growth area. The fact that
dairying could play a more constructive role in promoting rural welfare and reducing
poverty, is increasingly being recognized. For example, milk production alone involves
more than 70 million producers, each raising one or two cows/buffaloes. Cattle also serve
as an insurance cover for the poor households, being sold during times of distress.
Supply matches demand: Efforts to increase milk production by dairy farmers are
strongly influenced by the degree to which demand signals are transmitted through the
marketing system. Cooperatives have played an important role in transmitting the
message of urban market demand to them. Since the demand in the urban scenario is
rapidly increasing so is the supply generated by the farmers.
Surplus capacity: Further, the new dairy plant capacity approved under the Milk & Milk
Products Order (MMPO) has exceeded 100 million lpd. The new capacity would surpass
the projected rural marketable surplus of milk by about 40 per cent by 2005 AD.

2.1.3.2 The Downside

Technological gaps: Several areas of the dairy industry can be strengthened by the
induction of state-of-the-art technologies from overseas. Those who bring in new
technologies or sign joint ventures with foreign companies stand to benefit the most. To
make the best out of the present situation, the following areas require immediate remedial
action on the part of dairy entrepreneurs:
 Raw milk handling needs to be upgraded in terms of physico-chemical and
microbiological attributes of the milk collected. The use of clarification and
bactofugation in raw milk processing can help improve quality of the milk
products.
 Better operational efficiencies are needed to improve yields, reduce waste,
minimize fat/protein losses during processing, control production costs, save
energy and extend shelf-life. The adoption of Good Manufacturing Practices

13
 (GMP) and HACCP would help manufacture milk products conforming to
international standards and thus make their exports competitive.

2.1.4 Trends in Milk Production

Following figure gives a picture of the milk production from different species in the
major milk producing states in the country. Uttar Pradesh continues to be the largest milk
producing state and Mizoram the smallest.

Figure 2.1: State Wise Share of Milk Production by Cows, Buffaloes and Goats

A decline in the total cattle population has been observed over the last three livestock
censuses. This is mainly due to the reduction in population of indigenous cattle. One
positive aspect is the increase in the number of crossbred cattle (62% over the last 11
years). Importance of buffaloes in the Indian dairy sector is increasing as seen from the
growth trend of buffalo population over the years.

2.1.4.1 Regional Contribution To Milk Production

Contribution from the different regions to the overall milk production is given in
following figure. The Northern and Western regions account for almost 70 percent of the

14
total milk production in the country. The contribution from the East and North East is
extremely low.
Figure 2.2: Regional Contribution to Milk Production

2.1.5 The Major Players Of India

Dairy co-operatives account for the major share of organised milk collection and
handling in the country. The major dairy co-operative federations with their handling
capacity are presented in following figure.
Table 2.1: Major Dairy Co-operative Federations in India

Dairy State No. of Co- No. of Dairy Capacity Brand

Federation op Unions plants (000’lts)
GCMMF Gujarat 12 19 6595 Amul

Mahasangh Maharashtra 24 28 4905 Aarey,

Vikas.
Mahanand
TCMPF Tamil Nadu 12 15 2605 Aavin

APDDCF Andhra 9 12 2437 Mother

Pradesh Dairy
KMF Karnataka 13 15 2130 Nandiini

Milkfed Punjab 11 9 1525 Verka

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PCDF Uttar 30 13 1510 Parag
Pradesh
WBCMPF West 7 5 1510 Bhagtrathi
Bengal
MPCDF Madhya 6 7 1030 Sneha,
Pradesh Sanchi
RCDF Rajasthan 16 10 1000 Reliance

KCMMF Kerala 3 3 900 Miima

COMPFED Bihar 8 8 586 Sudha

HDDCF Haryana 5 5 530 Vita

OMFED Orissa 5 5 135 Omfed

HPSCMPF Himachal 3 2 30 Him

Pradesh

1.1.5.1 Top Ten Milk Producer Countries

Table 2.2: Top Ten Milk Producer Countries

Top Ten Milk Producers — 2016 (1000 tonnes)

India 1,41,940

United States 80,264

China 32,179

Russia 31,144

Pakistan 29,672

Germany 28,487

France 26,133

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 Brazil 23,455

United Kingdom 14,577

New Zealand 14,500

World Total 4, 22,353

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 CHAPTER-3
DATA ANALYSIS &
INTERPRETATION

18
 DATA ANALYSIS AND INTERPRETATION
The data has been processed and analyzed by tabulation interpretation so that findings
can be communicated and can be easily understood. The findings are presented in the
best possible way. Tables and graphs had been used for illustration of findings of the
research.
Table 3.1: Demographic Profile of Customers
Demographics No. of Respondents Percentage of Respondents
Age
25-35 years 20 20
35-45 years 40 30
45-55 years 20 20
Above 55 years 20 20
Total 100 100
Gender
Male 60 60
Female 40 40
Total 100 100
Occupation
Govt. Employees 60 60
Private Employees 30 30
Businessman 10 10
Others please specify 0 0
Total 100 100
Income (Rs.)/month
Below10,000 30 30
10,000-30,000 40 40
30,000-50,000 20 20
Above 50,000 10 10
Total 100 100

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Q1. Are you aware of various brands of milk?

Table 3.2 Awareness of Various Brands of Milk

Option No. of Respondents Percentage
Yes 100 100
No 0 0
Total 100 100

Figure 3.1 Awareness of Various Brands of Milk

Yes
No

100

Analysis and Interpretation:

According to the above graph it is quite clear that all the respondents i.e. 100% are aware
of various brands of milk.

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Q2. Which brand of milk you are presently using?

Table 3.3: Brand of Milk You are Presently Using

Source No. of Respondents Percentage
Verka 50 50
Amul 25 25
Mothers Diary 10 10
Reliance 10 10
Others 5 5
Total 100 100

Figure 3.2: Brand of Milk You are Presently Using

5
10
10 Verka
Amul
50 Mother Dairy
Others
25

Analysis and Interpretation

From the above table and figure it is made clear that majority of respondents i.e. 50% use
Verka brand followed by 25% respondents use Amul and 10% each of the respondents
use Mother Dairy and Reliance brands. The remaining 5% use other brands of milk.

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Q3. Which sources that makes you aware about dairy products?

Table 3.4: Source Makes You Aware About Dairy Products

Source No. of Respondents Percentage of Respondents
Newspaper 10 10
TV adds 20 20
Internet Portal 10 10
Hoardings 20 20
Magazine 10 10
Reference Group 30 30
Total 100 100

Figure 3.3: Source Makes You Aware About Different Dairy Products

10
30 Newspaper
20
TV adds
Internet Portal
Hoardings
10 10 Magazine

20 Reference Group

Analysis and Interpretation

From the above table and figure it is made clear that 30% people came to know about
Dairy products through reference group, 20% people came to know about it through T.V.
adds, 10% came to know about it through internet portals, 20% got to know from
hoardings and 10% each came to know through newspaper.

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Q4. From how long you are using dairy products?
Table 3.5: Time Period
Time Period No. of Respondents Percentage
1-5 years 0 0
5-10 years 5 10
10-15 years 10 20
Above 15 years 35 70
Total 50 100

Figure 3.4: Time Period

0 10

1-5 years
20 5-10 years
10-15 years
Above 15 years

70

Analysis and Interpretation:

From the above table and figure it is quite clear that the majority of respondents i.e. 80%
are using dairy products from above 15 years followed by 20% respondents from 10-15
years and the remaining 10% are running from 5-10 years.

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Q5. From where do you shop dairy products?

Table 3.6: Shopping Place for dairy Products

Mode No. of Respondents Percentage

Kirana Stores 30 30

Supermarkets 60 60

Others 10 10

Total 100 100

Figure 3.5: Shopping Place for Dairy Products

10 30

Kirana Stores
60
Supermarkets
others

Analysis and Interpretation:

After analyzing the above data it can be concluded that 30% of the respondents shop
dairy products at Kirana Store and 60% respondents prefer supermarkets and the
remaining 10% use other medium.

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Q6. Which type of milk you prefer to buy?

Table 3.7 Type of Milk You Prefer to Buy

Option No. of Respondents Percentage
Double Toned 5 5
Toned 7 7
Standard 23 23
Full Cream 65 65
Total 100 100

Figure 3.6 Type of Milk You Prefer to Buy

5
7
23 Double Toned
Toned
Standard
65
Full Cream

Analysis and Interpretation

From the above graph it is clear that majority of respondents i.e. 65% prefer to buy full
cream milk followed by 23% respondents prefer standard milk. Only few respondents
prefer double toned and toned milk.

25
Q7. What factor influenced you to buy particular milk brand?

Table 3.8 Factors that Influenced You to Buy Particular Milk Brand
Option No. of Respondents Percentage
Quality 40 40
Easy Availability 25 25
Price 15 15
Attractive Packing 5 5
Regular Supply 15 15
Total 100 100

Figure 3.7 Factors that Influenced You to Buy Particular Milk Brand

15
5 40
Quality
Easy Availability
Price
15
Attractive Packing
Regular Supply
25

Analysis and Interpretation:

From the above table and graph it is quite clear that majority of respondents i.e. 40% are
influenced due to quality factor followed by 25% respondents are influenced due to easy
availability followed by 15% each of the respondents due to price and regular supply.
The remaining 5% are influenced due to attractive packing factor.

26
Q8. What are the other factors that influence you to purchase particular brand of
milk?

Table 3.9 Other Factors That Influence You To Purchase Particular Brand Milk
Option No. of Respondents Percentage
Density of Milk 40 40
Creaminess 25 25
Freshness 15 15
Hygiene 5 5
Taste 15 15
Total 100 100

Figure 3.8 Other Factors That Influence You To Purchase Particular Brand Milk

15

5 Density of Milk
40 Creaminess
Freshness
15
Hygiene
Taste

25

Analysis and Interpretation:

From the above graph it is clear that most of the respondents purchase verka milk due to
density of milk followed by 25% respondents due to creaminess. 15% each of the
respondents purchase due to freshness and taste. Only 5% say hygiene.

27
Q9. Which of the following milk brand is superior in comparison to other milk
brands in terms of density, creaminess and freshness?
Table 3.10 Superior Brand in Comparison to Other Milk Brands
Response Verka Amul Mother Reliance
Dairy
Strongly Agree 65 15 5 0
Agree 20 45 15 20
Neutral 15 15 60 70
Disagree 0 5 20 10
Strongly Disagree 0 0 0 0
Total 100 100 100 100

Analysis and Interpretation

From the above the table and graph it is clear that majority of respondents i.e. 65% are
strongly agree that Verka milk brand is superior in comparison to other milk brands
followed by Amul with 15%. Respondents are not agree with Mother Dairy and Reliance
milk brands.

28
 CHAPTER-4
FINDINDS OF THE
STUDY

29
 FINDINGS OF THE STUDY

 All the respondents i.e. 100% are aware of various brands of milk.
 Majority of respondents i.e. 50% use Verka brand followed by 25% respondents use
Amul and 10% each of the respondents use Mother Dairy and Reliance brands. The
remaining 5% use other brands of milk.
 30% people came to know about Dairy products through reference group, 20% people
came to know about it through T.V. adds, 10% came to know about it through
internet portals, 20% got to know from hoardings and 10% each came to know
through newspaper.
 Majority of respondents i.e. 80% are using dairy products from above 15 years
followed by 20% respondents from 10-15 years and the remaining 10% are running
from 5-10 years.
 30% of the respondents shop dairy products at Kirana Store and 60% respondents
prefer supermarkets and the remaining 10% use other medium.
 Majority of respondents i.e. 65% prefer to buy full cream milk followed by 23%
respondents prefer standard milk. Only few respondents prefer double toned and
toned milk.
 Majority of respondents i.e. 40% are influenced due to quality factor followed by
25% respondents are influenced due to easy availability followed by 15% each of the
respondents due to price and regular supply. The remaining 5% are influenced due to
attractive packing factor.
 Most of the respondents purchase milk due to density of milk followed by 25%
respondents due to creaminess. 15% each of the respondents purchase due to
freshness and taste. Only 5% say hygiene.
 Majority of respondents i.e. 65% are strongly agree that Verka milk brand is superior
in comparison to other milk brands followed by Amul with 15%. Respondents are not
agree with Mother Dairy and Reliance milk brands.

30
 CHAPTER-5
CONCLUSION OF THE
STUDY

31
5.1 CONCLUSION OF THE STUDY
Marketing is too important in the life of the Milk product that puts forward a proposal for
the improvement of the products’ characteristics and the turnover or sales of the product.
The experiences of the developed countries made it clear that it is necessary to evaluate
the consumer regularly and frequently so as to strategize suitable marketing practices
according to the changing consumer behaviour to tap, retain and to survive in the market.

All the respondents i.e. 100% are aware of various brands of milk. Majority of
respondents use Verka and Amul brand. Respondents shop dairy products at kirana Store
and supermarkets. Majority of respondents prefer to buy full cream milk. Only few
respondents prefer double toned and toned milk.
Majority of respondents are influenced for a particular brand due to quality factor and
easy availability. Most of the respondents purchase particular brand of milk due to
density of milk and creaminess. Majority of respondents are strongly agree that Verka
milk brand is superior in comparison to other milk brands followed by Amul.
Respondents are not agree with Mother Dairy and Reliance milk brands.

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6.1 RECOMMENDATIONS OF THE STUDY
The main suggesstions of the study are as follows:

 Amul, Reliance and Mother Dairy companies are also advised to strengthen their
supply chain and other logistics and use intermediaries to promote and make their
products available to the end consumer. The dairy companies in Jalandhar district
should make their products available in all leading convenience and retail stores.
 The company retail outlets should be opened in large number to serve the customers
and care should be taken that these stores should not run out of stock or close on any
day.
 The companies should give special benefits to the retailers who use cold storage
facilities to preserve the freshness of the Milk, which in turn becomes an advantage to
the company and develops the brand image.
 The quality of milk packet should be improved in order to reduce leakage of milk.

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BIBLIOGRAPHY

35
 BIBLIOGRAPHY

 Assel et. al. (2004). Consumer perception; available at: http://marketingmixx.com

/consumer-behavior- 2/76-consumer-perception.html.
 Aaker D. and Joachmisthaler M. (2011). Why dairy industry will Succeed; Volume
No. 2(8), Retrieved 2st january 2011, From http://www.wired.com
/magazine/2010/03 /ff_Fashion Industry_levy/
 Binder et. al. (2014). Introduction to dairy industry ; Retrieved 5th january
2011,From, http://windows.milkfed.com/en-IN/windows-vista/Introduction-to
dairy#section_2
 Davis D.(2013). The Origin of milkfed Industry; Retrieved 3rd
january 2011,From,
http://windows.milkfed.com/en-IN/windows-vista/Introduction-to-dairy#section_2
 Howard et. al. and Sheth et. al. (2005). Customer perception in service encounters;
Volume: 30, Issue: 1 DOI: 10.1 180/0959 0550210415239, Available
from International Journal of Retail Distribution Management.
 Kapferer D. (2007). Consumer value, available at: http://www.emeraldinsight.com
/journals.htm?articleid- 865509&show=abstract.
 Kotler F. (2015). Consumer perception, available at:
http://marketingmixx.com/consumer-behavior-2/76-consumer-perception.html.

Websites
www.milkfed.com
www.amul.com
www.google.com
www.indiadairyproducts.cm

Books
Health and hygienic food supplements, Kothari Brothers.
Punjab dairy union, magazines by Narula Brothers
Market research

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ANNEXURE

37
 QUESTIONNAIRE

Dear Respondent,
I, am a student of MBA 4th sem at AIMTC, Jalandhar. I am
conducting a study on the topic “Customer Perception towards Packed Milk
Products”. Kindly help me to gather the information by sparing your 5-10 minutes for
filling the questionnaire. I assure you that the information will be kept confidential. I will
be very thankful.

Demographic Profile
1) NAME: ……………………………….
2) AGE:
a) < 20years b) 20-40years c) 40-60years d) > 60years
3) GENDER:
Female Male

Q1. Are you aware of dairy products?

Yes [ ] No [ ]

Q2. Which brand of milk you are presently using?

Verka [ ] Amul [ ]
Mother Dairy [ ] Reliance [ ]
Others [ ]

Q3. Which sources that makes you aware about dairy products?
Newspaper [ ] TV adds [ ]
Internet Portal [ ] Hoarding [ ]
Magazine [ ] Reference Group [ ]

Q4. From how long you are using dairy products?

1-5 years [ ] 5-10 years [ ]
10-15 years [ ] Above 15 years [ ]

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Q5. From where do you shop dairy products?
Kirana Stores [ ] Supermarkets [ ]
Others [ ]

Q6. Which type of milk you prefer to buy?

Double Toned [ ] Toned [ ]
Standard [ ] Full Cream [ ]

Q7. What factor influenced you to buy particular milk brand?

Quality [ ] Easy Availability [ ]
Price [ ] Attractive Packing [ ]
Regular Supply [ ]

Q8. What are the other factors that influence you to purchase particular brand of
milk?
Density of Milk [ ] Creaminess [ ]
Freshness [ ] Hygiene [ ]
Taste [ ]

Q9. Do you agree that Verka dairy products are superior in comparison to other
dairy products?
Strongly Agree [ ] Agree [ ]
Neutral [ ] Disagree [ ]
Strongly Disagree [ ]

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Q10. Which of the following milk brand is superior in comparison to other milk
brands in terms of density, creaminess and freshness?
Table 3.10 Superior Brand in Comparison to Other Milk Brands
Response Verka Amul Mother Reliance
Dairy
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree

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