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A Study On Brand Awareness And Consumer

Brand Loyalty For The Packaged


Milk brands In Mahesana

Vaibhav Pokar 34(B)


Krunal Darji 04(B)
Harshad Sumesara 48(B)

ABSTRAC
This research study investigates methods of brand loyalty through brand credibility and
brand awareness. Simple random sampling method and Structure questionnaire were used
for data collection. Data was analyzed through SPSS. The findings of this research study
showed that brand loyalty has been observed to have positive association with brand
credibility and also with brand awareness. This research study will help managers and
policy makers in designing an efficient branding strategy.

INTRODUCTION
India has the highest livestock population in the world with 50 percent of the buffaloes and
20 percent of the world’s cattle population, most of which are milk cows and milk
buffaloes. India’s dairy industry is considered as one of the most successful development
programs in the post-Independence period. In the year 2006-07the total milk production in
the country was over 94.6 million tones with a per capita availability of 229 gm per day.
The industry had been recording an annual growth of 4 percent during the period 1993-
2005, which is almost 3 times the average growth rate of the dairy industry in the world.
Milk processing in India is around 35 percent, of which the organized dairy industry
account for 13 percent of the milk produced, while the rest of the milk is either consumed
at farm level, or sold as fresh, non-pasteurized milk through unorganized channels. Dairy
Cooperatives account for the major share of processed liquid milk marketed in the India.

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Milk is processed and marketed by 170 Milk Producers’ Cooperative Unions, which
federate into 15 State Cooperative Milk Marketing Federations.

LITERATURE REVIEW
(Osman, 2009) Brand awareness remains fundamental to consumer life as the interaction
initiation point to the brands. This paper put forwards the relationship of brand awareness
on consumer/brand loyalty in the packaged milk brands in the urban Pakistan. There is
evidence of brand awareness and consumer/brand loyalty on brand equity. The approach
takes into account sources of brand equity—brand awareness, consumer/brand loyalty, and
image (perceptions/associations) on the sample of consumer households. This paper
suggests that in Pakistan among the packaged milk brands there is no relationship between
brand awareness and consumer/brand loyalty.

(Geeta, 2015) This is a descriptive study aiming at assuming the level of customer
satisfaction and factors that influenced the brand loyalty for packaged milk in Rothko. The
sample size of 100 respondents was selected with the help of] convenient sampling
method. The primary data was properly collected with the help of the questionnaire and
tabulated by using the simple percentage method. To conclude this study, the maximum
numbers of respondents are loyal towards their brand and are not willing to change their
brand.

(Dr.R.Sivanesan, 2013) India has the highest livestock population in the world with 50
percent of the buffaloes and 20 percent of the world’s cattle population, most of which are
milk cows and milk buffaloes. India’s dairy industry is considered as one of the most
successful development programs in the post-Independence period. In the year 2006-07
the total milk production in the country was over 94.6 million tones with a per capita
availability of 229 gms per day. The industry had been recording an annual growth of 4
percent during the period 1993- 2005, which is almost 3 times the average growth rate of
the dairy industry in the world. Milk processing in India is around 35 percent, of which the
organized dairy industry account for 13 percent of the milk produced, while the rest of the
milk is either consumed at farm level, or sold as fresh, non-pasteurized milk through
unorganized channels.

(Khan, 2012) Each and every business firm of the world wants to make their customer
loyal towards their company product. But not only one factor is responsible for the loyalty
of customers. This research is focused on Peshawar region Customer loyalty towards
branded milk. For the purpose two dimensions taken under consideration i.e. Brand
awareness and brand characteristics. Brand awareness includes advertising, personal
selling, sale promotion a nd public relation.

(CHHAJED, 2016) The aim of this research is to identify the impact of brand awareness
on consumer’s/brand loyalty. Questionnaires were distributed to collect the responses from
the employees in services sectors and conveniently available general public while
descriptive statistics and regression analysis were used to analyze the data and draw the

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conclusions. Brand Awareness and brand loyalty have strong positive association with
purchase intention. Managers all over the world should strive to promote the brand
awareness along with brand loyalty as both of them contribute towards positive purchase
intentions.

(Anand, 2013) Products and services are available in the innumerable counts in different
varieties by the producers to all the customers. All the products are named and identified
by the reputed brands, yes brand is key signal to the consumer while they are selecting the
products. There are lots of factors influencing the buyers to select the particular product in
the competitive market. How they are selecting the products? Hence forth, the researchers
have been taken the packaged milk products in thanjavur for the study.

RESEARCH METHODOLOGY

1. Objective of the Study

To Know the Brand Awareness towards Packaged Milk Brand

2 Research design

Descriptive research design in use in study.

3 Sampling technique

Non Probability Convenience sampling was adopted in the research work.

4 Sample size

Total Respondent - 150

5 Data Collection methods

Primary & Secondary data

To achive the objective of the study. The primary data have been collected through
Questionnaire. This Questionnaire aims to gather information related to consumer
expectations and satisfaction. The secondary data means all ready available data ( other
related research paper )

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6 Limitations of Study

The research had following limitations while conducting the Study.

 This Study was carried out only among the consumers in Mahesana city.
 The sample size was restricted to 150 due to time constrrints.
 The sample size was taken on the basic of convenience; therefore the
shortcomings of the convenience sampling may also be present in the study.

DATA ANALYSIS

Descriptive Statistics

Particular N Mean Std. Deviation Skewness Kurtosis

Statistic Statistic Statistic Statistic Std. Error Statistic Std. Error

Gender 150 1.24 .429 1.230 .198 -.494 .394


Age 150 1.89 .480 -.298 .198 1.103 .394
Occupation 150 2.74 .737 -1.281 .198 1.285 .394

Education 150 4.16 .836 -.938 .198 .878 .394

Income 150 1.36 .735 2.293 .198 4.919 .394

Valid N (listwise) 150

Data is not a normally distributed because gender, age, occupation, Education Income
are mean ,median, mode is not equal. S.D is not equal to 1.Skewness less then 3. Kurtosis are
not equal to zero.

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Ho : Income are independent on when price increase.
H1 : Income are dependent on when price increase.

Chi-Square Tests

Particular Value Df Asymp. Sig. (2-


sided)

Pearson Chi-Square 14.682 9 .100


Likelihood Ratio 12.204 9 .202
Linear-by-Linear Association .453 1 .501

N of Valid Cases 150

Here, significance is more than 0.05 so our Nall Hypothesis is accepted and Conclusion
that when prices increase is dependent of income of the respondent.

Ho: Gender are independent on Milk brand are you buy


H1 : Gender are dependent on Milk brand are you buy

Chi-Square Tests

Particular Value Df Asymp. Sig. (2-


sided)

Pearson Chi-Square 1.060 4 .901


Likelihood Ratio 1.555 4 .817
Linear-by-Linear Association .358 1 .550

N of Valid Cases 150

Here, significance is less than 0.05 so our Nall Hypothesis is reject and Conclusion
that when Gender are independent on Milk brand are you buy of the respondent.

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Ho: Age are independent on Frequency of buying Milk.
H1: Age are dependent on Frequency of buying Milk.

Chi-Square Tests

Particular Value df Asymp. Sig. (2-


sided)

Pearson Chi-Square 1.907 6 .928

Likelihood Ratio 2.685 6 .847

Linear-by-Linear Association .425 1 .514

N of Valid Cases 150

Here, significance is more than 0.05 so our Nall Hypothesis is accepted and
Conclusion that when Age are dependent on Frequency of buying Milk.

Ho: Income are independent on which size of packet do you buy.


H1: Income are dependent on which size of packet do you buy.

Chi-Square Tests

Particular Value Df Asymp. Sig. (2-sided)

Pearson Chi-Square 5.395 6 .494


Likelihood Ratio 6.449 6 .375
Linear-by-Linear Association .004 1 .952

N of Valid Cases 150

Here, significance is more than 0.05 so our Nall Hypothesis is accepted and
Conclusion that when Age are dependent on size of packet do you buy.

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Ho: Gender are independent on where would you like to buy milk.
H1: Gender are dependent on where would you like to buy milk.

Chi-Square Tests

Particular Value df Asymp. Sig. (2-


sided)

Pearson Chi-Square 9.473a 3 .024


Likelihood Ratio 9.231 3 .026
Linear-by-Linear Association 8.626 1 .003
N of Valid Cases 150

Here, significance is more than 0.05 so our Nall Hypothesis is accepted and
Conclusion that when Gender are dependent on would you like to buy milk.

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CONCLUSION

In attempting to obtain an understanding of the effect of branding and packaging design


on choice preference and purchase decision of consumer in categories one to four, this
study found support for the proposition..

Research finds that customer loyalty has a significant relationship with Brand awareness
and brand characteristic. Both factors play a vital role in customer loyalty towards

Purchase of branded milk. But findings of research show that brand characteristics
contribute more toward customer loyalty for milk purchases in comparison of brand
awareness. In case of brand awareness advertising is the dominant factor which contributes
more towards customer loyalty with correlation in comparison of other three variables of
brand awareness.

While in case of brand characteristics product quality is the key player with correlation
which contribute more toward the customer loyalty for branded milk. The second variable
from brand characteristics which contribute more towards customer loyalty for branded
milk is brand image with correlation coefficient. Over all between all variables of brand
awareness and brand characteristics the vital role is from the brand characteristics. Hence

Contribution of Brand Awareness and…..

it is concluded that both brand awareness and brand characteristics has influence on
customer loyalty but brand characteristics has greater influence on customer loyalty and
for this contribution quality of product .