Chirag Gandhi Final Research Report Tybba Marketing Roll No 94 Msu

CERTIFICATE OF RESEARCH GUIDE
Certified that the work incorporated in the Project titled “A Consumer

Research Study on Amul Milk (Marketed & Distributed by Baroda Dairy)
V/s Non Branded Milk in Vadodara city” submitted by Mr. Chirag Y.
Gandhi comprises the results of independent and original investigations
carried out by him under my supervision. The material that has been
obtained and used from other sources has been duly acknowledged in the
thesis.
Place: Vadodara Dr. Madhusudan N. Pandya

Date: 10/05/2010 Research Guide
Department of Commerce
(Including Business Administration)
Faculty of Commerce
The M.S. University of Baroda
Vadodara
DECLARATION
I hereby declare that the information given herein after, statements &
other related papers enclosed along with this report, are to the best of my
knowledge & belief, true & correct in all respects.
Chirag Y. Gandhi
M. S. University of Baroda
T.Y.B.B.A - Div: - 3(Marketing)
Roll No.: 94
(Cell No.: +91 9408148927)
E-mail: chiraggandhi73@gmail.com
ACKNOWLEDGEMENT
The making of any project requires help and creative energy of many
people and this certainly is no exception.
Words are insufficient to express my gratitude toward Professor (Dr.)
Parimal H. Vyas, Dept. of Commerce Including Business Administration,
Faculty of Commerce, M. S. University of Baroda for always helping us in
my efforts to move in a proper direction for completion of my project
work. I would also like to appreciate the support, help and guidance of my
research guide Dr. Madhusudan Pandya, Dept. of Commerce Including
Business Administration, Faculty of Commerce, the M.S. University of
Baroda. I would like to offer my sincere thanks and gratitude to him for
always helping us in my efforts to move in a proper direction for
completion of my project work. He contributed numerous suggestions,
comments, and ideas that dramatically improve the project.
I would like to offer my sincere thanks to staff of the Hansa Mehta library,
The M.S. University of Baroda, for extending their cooperation by
providing us with the necessary information and related magazines and
books.
At last but not least my grateful thanks is also extended to Mr. Kalpesh
shah (Associate Programme Director) and my thanks to all my faculty
members for the proper guidance and assistance extended by them. I am
also grateful to my parents, friends, Mr. Nilesh Chavan, Mr. Ritesh Kamle,
Mr. Mukesh suhanda, Mr. Prakash salunke, Mr. Viral Patanwadia (B.B.A
Administrative Staff) to encourage & giving me moral support. However, I
accept the sole responsibility for any possible error of omission and would
be extremely grateful to the readers of this project report if they bring such
mistakes to my notice. However, inadvertently whatever shortcoming may
be detected, I am sorely responsible for that.
Chirag Y. Gandhi
M. S. University of Baroda
T.Y.B.B.A - Div: - 3(Marketing)
Roll No.: 94
(Cell No.: +91 9408148927)
E-mail: chiraggandhi73@gmail.com
CONTENTS AT A GLANCE
SR. PARTICULARS
NO.
01 LIST OF TABLES
02 LIST OF GRAPHS
03 EXECUTIVE SUMMARY
04 CHAPTER – I
 INTRODUCTION
 RATIONALE OF THE RESEARCH
STUDY
 SCOPE OF PROJECT
 OBJECTIVE OF PROJECT
05 CHAPTER – II
 A BRIEF REVIEW ABOUT INDIAN

DAIRY INDUSTRY
 A BRIEF REVIEW ABOUT BARODA
DAIRY
 REVIEW OF LITERATURE
06 CHAPTER – III
 RESEARCH METHODOLOGY
07 CHAPTER – IV
 DATA ANALYSIS AND

INTERPRETATION OF THE RESEARCH
STUDY
08 CHAPTER – V
 FINDING, SUGGESTIONS &

CONCLUSIONS OF THE RESEARCH
STUDY
09 LIMITATION
10 BIBLIOGRAPHY
11 ANNEXURES
LIST OF TABLES
SR. PARTICULARS
NO.
4.1 AGE WISE CLASSIFICATION OF RESPONDENTS
4.2 GENDER WISE CLASSIFICATION OF RESPONDENTS
4.3 OCCUPATION WISE CLASSIFICATION OF RESPONDENTS
4.4 COMPOSITION OF RESPONDENTS ON THE BASIS OF
THEIR FAMILY INCOME (PER MONTH)
4.5 COMPOSITION OF THE RESPONDENTS ON THE BASIS
OF FAMILY SIZE
OF CHILDREN IN FAMILY
OF DIFFERENT ZONE OF VADODARA & CONSUMERS’
MONTHLY EXPENDITURE ON MILK (IN RUPEES)
THEIR CHOICE OF MILK WITH COMPARISON OF
DIFFERENT ZONE OF VADODARA
THE CUSTOMERS’ PREFERENCE FOR TYPE OF AMUL
MILK
THE CUSTOMERS’ PREFERENCE FOR TYPE OF AMUL
MILK
4.11 INFLUENCE OF PRICE ON CUSTOMERS' CHOICE OF
MILK
4.12 INFLUENCE OF TASTE ON CUSTOMERS' CHOICE OF
MILK
4.13 INFLUENCE OF AVAILABILITY ON CUSTOMERS'
CHOICE OF MILK
4.14 INFLUENCE OF ADVERTISEMENT ON CUSTOMERS'
CHOICE OF MILK
4.15 INFLUENCE OF QUALITY ON CUSTOMERS' CHOICE OF

MILK
4.16 INFLUENCE OF PACKAGING ON CUSTOMERS' CHOICE

OF MILK
4.17 INFLUENCE OF HEALTH CONSCIOUS ON CUSTOMERS'

CHOICE OF MILK
4.18 RELATIVES & FRIENDS ARE INFLUENCE (ED)

CUSTOMERS' CHOICE OF MILK
4.19 NEIGHBOURS ARE INFLUENCE (ED) CUSTOMERS'
CHOICE OF MILK
4.20 DOCTORS ARE INFLUENCE (ED) CUSTOMERS' CHOICE
OF MILK
4.21 FAMILY IS INFLUENCE (ED) CUSTOMERS' CHOICE OF
MILK
4.22 OTHER PEOPLE ARE INFLUENCE (ED) CUSTOMERS'
CHOICE OF MILK
4.23 CUSTOMERS' SHIFTED FROM LOOSE MILK TO AMUL
MILK OR VICE VERSA
MILK OR VICE VERSA DUE TO PRICE RISE
MILK OR VICE VERSA DUE TO LACK OF AVAILABILITY
MILK OR VICE VERSA DUE TO UNFAVORABLE TAST
MILK OR VICE VERSA DUE TO INFERIOR QUALITY OF
MILK
MILK OR VICE VERSA DUE TO HEALTH
CONSCIOUSNESS
4.29 THE PREFERRED CHOICE OF MILK HAS ENHANCED
THE RICHNESS OF TEA/COFFEE
4.30 CHANGE THE PREFERRED MILK WHEN THEIR FAMILY
INCOME INCREASES
4.31 RESPONDENTS ARE CLASSIFIED ON THE BASIS OF
THEIR SATISFACTION LEVEL TOWARDS PRICE
THEIR SATISFACTION LEVEL TOWARDS QUALITY
THEIR SATISFACTION LEVEL TOWARDS THE TASTE
THEIR SATISFACTION LEVEL TOWARDS THE HEALTH
CONSCIOUSNESS
THEIR SATISFACTION LEVEL TOWARDS THE
AVAILABILITY OF MILK
THEIR SATISFACTION LEVEL TOWARDS THE SERVICES
PROVIDED BY MILK VENDOR
THEIR OVERALL SATISFACTION WITH PREFERRED
CHOICE OF MILK
THERE ARE PREFERRED TO RECOMMEND THEIR
CHOICE OF MILK TO OTHERS
4.39 CHI-SQUARE TEST
LIST OF GRAPHS
SR. PARTICULARS
NO.
2.1.A CORPORATE STRUCTURE OF BARODA DAIRY
2.2.A ORGANIZATION STRUCUTE OF BARODA DAIRY
2.3.A MILK PORTFOLIO
2.4.A FLAVORED MILK
2.5.A GHEE
2.6.A BUTTER
2.7.A BUTTER MILK
2.8.A SHRIKHAND
4.1.A CLASSIFICATION OF RESPONDENTS ON THE BASIS OF
AGE
4.2.A GENDER WISE CLASSIFICATION OF RESPONDENTS
4.3.A OCCUPATION WISE CLASSIFICATION OF RESPONDENTS
4.4.A FAMILY INCOME WISE CLASSIFICATION OF
RESPONDENTS
4.5.A FAMILY SIZE WISE CLASSIFICATION OF RESPONDENTS
4.6.A CLASSIFICATION OF RESPONDENTS ON THE BASIS OF
THE NUMBER OF CHILDREN IN FAMILY
4.7.A CLASSIFICATION OF THE RESPONDENTS ON THE BASIS
OF DIFFERENT ZONE OF VADODARA & CONSUMERS’
MONTHLY EXPENDITURE ON MILK (IN RUPEES)
OF DIFFERENT ZONE OF VADODARA &THEIR CHOICE
OF MILK
OF THE CUSTOMERS’ PREFERENCE FOR TYPE OF
AMUL MILK
OF THE CUSTOMERS’ PREFERENCE FOR TYPE OF
AMUL MILK
4.11.A CLASSIFICATION OF RESPONDENT ON THE BASES
INFLUENCE OF PRICE ON CUSTOMERS' CHOICE OF
MILK
INFLUENCE OF TASTE ON CUSTOMERS' CHOICE OF
MILK
MILK
INFLUENCE OF ADVERTISEMENT ON CUSTOMERS'
CHOICE OF MILK

MILK
INFLUENCE OF PACKAGING ON CUSTOMERS' CHOICE
OF MILK
INFLUENCE OF HEALTH CONSCIOUSNESS ON

INFLUENCE OF RELATIVES & FRIENDS ON
INFLUENCE OF NEIGHBOURS ON CUSTOMERS' CHOICE
OF MILK
INFLUENCE OF DOCTORS ON CUSTOMERS' CHOICE OF
MILK
INFLUENCE OF FAMILY ON CUSTOMERS' CHOICE OF
MILK
4.22.A CLASSIFICATION OF RESPONDENT ON THE BASIS
INFLUENCE OF OTHER PEOPLE ON CUSTOMERS'
CHOICE OF MILK
4.23.A CLASSIFICATION OF RESPONDENT ON THE BASIS

SHIFTING OF MILK
4.24.A THE MILK ENHANCES THE RICHNESS OF TEA / COFFEE
4.25.A CHANGE THE MILK PREFERENCE WHEN THE FAMILY
INCOME LEVEL IS INCREASES
4.26.A CUSTOMERS’ OVERALL SATISFACTION WITH
PREFERRED CHOICE OF MILK
EXECUTIVE SUMMARY
The researcher has put an effort to conduct consumer research study on Amul
milk (marketed & distributed by Baroda dairy) v/s non branded milk in
vadodara city by following descriptive research design aiming at measuring
consumers’ satisfaction and factors that had influenced the choice for milk.
The researcher has selected a sample of 180 with convenience sampling

method. The respondents have enough knowledge to respond the structured
non-disguised questionnaire inclusive which had both open ended and close
ended questions.
The primary data was collected and suitably edited and tabulated using the
simple percentage method. The statistical tool like chi-square test was adopted
to test the association between certain preference and the dominant factors that
influence consumer choice of particular milk in vadodara city.
In conclusion, the researcher fined that the milk of Amul brand is superior and
the best in quality.
CHAPTER – I
INTRODUCTION
Milk is an essential commodity, which is inevitable in our day-to-day life.
Hardly may you find any human being who had not tasted milk
throughout his life? India being basically agricultural country milk and
dairy products are by-products of several million agriculturalists. Gone
are the days when milk can be purchased only from milk vendors. In
these days when almost all items are sold in readymade forms in packets
and milk is no more exception. It can be purchased at any time from a
grocery shop. It is also good from health point of view as it is purified
and the cholesterol content is removed from it. Amul milk is available in
the form of packet milk (www.indiandairyindustry.com).
 Key Terms
 The American Marketing association (AMA) has defined
Marketing Research as follows:
Marketing Research is the function which links the consumer,

customer, & public to the marketer through information -
information used to identify & define marketing opportunities &
problems; generate, refine, and evaluate marketing actions;
monitor marketing performance; and improve understanding of
market as a process.
Marketing research specifies the information required to address

these issues; designs the method for collecting information;
manages and implements the data collection process; analyses the
results; and communicates the findings and their implication (G. C.
Beri, 2000; page no. 4).
 Customer also called client, buyer, or purchaser, is usually used

to refer to a current or potential buyer or user of the products of an
individual or organization, called the supplier, seller, or vendor.
This is typically through purchasing or renting goods or services.
However, in certain contexts, the term customer also includes by
extension anyone who uses or experiences the services of another.
A customer may also be a viewer of the product or service that is
being sold despite deciding to not buy them. However, "customer"
also has a more generalized meaning as in customer service and a
less commercialized meaning in not-for-profit areas. To avoid
unwanted implications in some areas such as government services,
community services, and education, the term "customer" is
sometimes substituted by words such as "constituent" or
"stakeholder". This is done to address concerns that the word
"customer" implies a narrowly commercial relationship involving
the purchase of products and services. However, some managers in
this environment, in which the emphasis is on being helpful to the
people one is dealing with rather than on commercial sales,
comfortably use the word "customer" to both internal and external
customers. The customers’ are to be treated very respectfully
with due honour.( http://en.wikipedia.org/wiki/Customer)
 Consumer is a broad label for any individuals or households that

use goods and services generated within the economy. The concept
of a consumer is used in different contexts, so that the usage and
significance of the term may vary (http://en.wikipedia.org/wiki
/Consumer).
 Every organization whether big or small needs to have a marketing

department. Marketing department serves as an important part of
an organization which brings revenue in the business. It depends
mostly on the marketing dept. as to how they sell the final products
& creates demand for it. Baroda dairy is having a fully fledged
marketing department where all the function related to market is
performed.
 The term “Brand Preference” means the preference of the

consumer for one brand of a product in relation to various other
brands of the same product available in the market. Customer may
be buyer or user. Buyer is the person who makes actual or uses the
product or service. The choice of the consumers is revealed by their
brand preference. Such study gives a clear picture on users’ choice
for various types of milk (A Sukumar, 2009 www.scribd.com,
retrieved on 27/2/2010).
 Customer satisfaction is the individual perception of the

performance of the product or service in relation to his or her
expectations (Leon G. schiffman & Leslie Lazar Kanuk, 2009;
page no. 29).
RATIONALE OF THE RESEARCH STUDY
The research study based on selected customers’ experiences with regard
to customers’ feedback on selected criteria particularly related with
choice of milk form the people located in Vadodara City in the state of
Gujarat. An attempt has been made to measure and evaluate customer’s
satisfactions or dissatisfactions from conveniently drawn sampling units,
which they consumed the particular milk.
SCOPE OF PROJECT
The study was undertaken in Vadodara City in the state of Gujarat; to
measure and evaluate current state of customers’ actual experiences with
regard to choice of milk from people located Vadodara City in the State
of Gujarat.
OBJECTIVE OF PROJECT
The objective of the study aims at analyzing the following aspects:
1. To collect data from selected milk consumers’ from the Vadodara City
in the State of Gujarat, on selected criteria.
2. To obtain the opinion from selected customers’ about choice of milk

and actual experiences with purchase of branded or non- branded
milk.
3. To obtain the opinion from selected customers’ of particular milk

about type of services provided by Baroda Dairy as well as by vendors
to milk consumer.
4. To measure the overall opinion about satisfaction or dissatisfaction of

selected consumers’ of particular milk.
CHAPTER – II
A BRIEF REVIEW ABOUT INDIAN DAIRY

INDUSTRY
MESSAGE
FUTURE INDIA A DREAM OF SHRI SHRI MAHATAMA

GANDHIJI, SHRI SARDAR VALLABHBHAI PATEL, SHRI LAL
BAHADUR SHASTRI & KARMA YOGI DR.V. KURIEN
“The main priority of every nation is to ensure food security for its
citizens. The best way to achieve this goal in a harmonious and sustainable
manner is by ensuring economic well – being of the men and women who
feed our nation. The founding fathers of our nation had clearly elucidated
that farmers are the backbone of India and unless they prosper, our nation
cannot realize its growth potential. Sardar Vallabhbhai Patel knew that India
will achieve true independence only when economic welfare of its farmers
is assured. To achieve his vision, he inspired creation of institution like
AMUL, which are responsive to the genuine needs of rural India. Shri Lal
Bahadur Shastri strongly believed that our farmers will make our country
self sufficient in terms of food requirement provided they are adequately
supported with appropriate public policies with respect to input & output
pricing and marketing. Shastriji repeatedly emphasized the fact that our
food security systems should be largely based on domestic production, since
agriculture provides livelihood to a vast majority of our population. During
his tenure as Prime Minister, he inspired creation of institutional
structures which enabled India to achieve self – reliance in the dairy
sector.”
“Mahatma Gandhi had repeatedly asserted that “real India” lives in its
villages. He stressed emphatically on leveraging the “cooperative form
of organization” as an effective instrument of rural development.
Sardar Vallabhbhai Patel had great faith in co – operation as a means
of promoting farmer’s well – being. He was the prime source of
inspiration behind our “AMUL” condition of rural India.” “India is on
a passage to prosperity. Health, Wealth and Knowledge are the three
vehicles for this growth. People of India have started feeling an inner
strength and hope to make this dream a reality by year 2020” (Based
on 62nd Annual report of Kaira District co- operative milk producers’
union limited, Anand).
“GROWTH IS LIFE”
Milk may be defined as the whole, fresh, clean, lacteal secretion obtained
by the complete milking of one or more healthy milk animals, excluding
that obtained within 15 days before or 5 days after calving or such periods
as may be necessary to render the milk practically colostrums free and
containing the minimum prescribed percentages of milk fat and milk-solids-
not-fat. In India, the term 'milk', when unqualified, refers to cow or buffalo
milk, or a combination of the two.
 FOOD AND NUTRITIVE VALUE OF MILK
Milk is an almost ideal food. It has high nutritive value. It supplies

body-building proteins, bone-forming minerals and health-giving
vitamins and furnishes energy-giving lactose and milk fat. Besides
supplying certain essential fatty acids, it contains the above nutrients in
an easily digestible and assimilable form. All these properties make milk
an important food for pregnant mothers, growing children, adolescents,
adults, invalids, convalescents and patients alike.
 MILK - ESSENTIAL FOR NOURISHMENT
Milk is nature's ideal food for infants and growing children in our country,
except in rare cases of lactose intolerance. The important place milk
occupies in our diet has been recognized since Vedic times, and all modern
research has only supported and reinforced this view. In fact, milk is now
considered not only desirable but essential from the time the child is born.
The baby is recommended to be breast-fed until it is weaned and thereafter
given cow/buffalo/goat/sheep or similar domesticated mammal's milk till he
or she reaches 12 years of age. The National Institute of Nutrition has
recommended a minimum of 300 gram daily intake of milk for children
between 1-3 years of age and 250 gram for those between 10-12 years, if
they are vegetarian, and 250 gram and 200 gram for the same age groups of
non-vegetarian children. In our country, most such adults consume milk
only as whiteners for tea and coffee, some curd or buttermilk.
 ORIGIN OF THE INDUSTRY
The creation of dairy industry has been started since long back in India.
Milk is one of the delicious gifts of nature. From the very beginning itself
people is very fond of milk and the use of milk in various ways through
producing many kinds of food from it like curds, butter, cheese, etc. as it
exerted people to produce such milk in an organized way to meet the
increasing demand of the customer, which results in the dairy industry.
 PRESENT STATUS OF THE ORGANIZATION
India is the world’s largest milk producer, with output in 1999-2000

forecasted at 78 million tones. United States, where the milk production is
anticipated to grow only marginally at 71 million tones, occupied the top
slot till 1997. India’s milk production in 1998 at 557 million tones would
continue the steady progress in recent years. Further more against the
world’s at 1%. The steep rise in the growth pattern has been attributed to a
sustained expansion in domestic demand, although per capita consumption
is modes at 70 kg of milk equivalent. Annual milk production has trebled in
the last 30 years, rising from 21 million tons in 1968 to an anticipated 80
million tons in 2001, this rapid growth and modernization is largely credited
to the contribution of dairy cooperatives, under the operation flood project,
assisted by many multilateral agencies, including the European union, the
world bank and world flood 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 50,00,000 remote villages. Now we reached a level of more than
100% rise during the current year.
 WHITE REVOLUTION IN INDIA
Natural Resources Management was a rural development programme

started by India's National Dairy Development Board (NDDB) in 1970. One
of the largest of its kind, the programme objective was to create a
nationwide milk grid. It resulted in making India the largest producer of
milk and milk products, and hence is also called the White Revolution of
India. It also helped reduce malpractices by milk traders and merchants.
This revolution followed the Indian green revolution and helped in
alleviating poverty and famine levels from their dangerous proportions in
India during the era. Gujarat-based Amul (Anand Milk Union Limited) was
the engine behind the success of Operation Flood and in turn became a
mega company based on the cooperative approach. Verghese Kurien
(chairman of NDDB at that time), then 33, gave the professional
management skills and necessary thrust to the cooperative, and is
considered the architect of India's 'White Revolution' (Operation Flood). His
work has been recognised by the award of a Padma Bhushan, the Ramon
Magsaysay Award for Community Leadership, the Carnegie-Wateler World
Peace Prize, and the World Food Prize Operation Flood has helped dairy
farmers, direct their own development, placing control of the resources they
create in their own hands. A 'National Milk Grid', links milk producers
throughout India with consumers in over 700 towns and cities, reducing
seasonal and regional price variations while ensuring that the producer gets
a major share of the price consumers pay. The bedrock of Operation Flood
has been village milk producers' cooperatives, which procure milk and
provide inputs and services, making modern management and technology
available to members. Operation Flood's objectives included:
 Increase milk production ("a flood of milk")

 Augment rural incomes
 Fair prices for consumers
(A Report on the Milk Revolution in India, prepared by Sidvin School of
Business, 2009 www.scribd.com, retrieved on 27/2/2010).
A BRIEF REVIEW ABOUT BARODA DAIRY

The Vadodara City is well demarcated by the rivers Narmada and Tapi in
the south and north respectively. From the east it is demarcated by the hilly
tracts originating from Pavagadh. With an aim to relieve the milk products
from the exploitation of private vendors and to give a remunerative price of
their milk and to supply wholesome and nutritive milk to all the citizens of
Baroda, the Milk Union was established on the 24th of Dec 1957. The Milk
Union on got its guidance and help in all aspects from the neighboring
Union “AMUL” and their General Manager who supported and guided the
Baroda Milk Union. This Union had the Leadership of Shri Maganbhai. H.
Patel. Also the then Dairy Minister for the state of Maharashtra, Shri
Jaswant Shah provided his extended support to the Union. These dynamic
leaders laid the foundation stone for the Union. Six milk co-operative
societies became the founder members of this Union from where the milk
was bought for the distribution to the consumers of Baroda city. Shri T.K
Patel initialized the Milk co-operative dairy movement in Gujarat. On 24th
August 1962, 50000 LPC dairy plants were found. In 1963-64 the milk
distribution center was started in an organized way. In 1964-65 the Union
commenced its milk procurement from 120 milk co-operative societies in
and around the district. The dairy Plant commenced production on 25th
April 1965 and was inaugurated by late shri Morarji Desai who was the
Tenth Finance Minister of India. Also a bottling plant was set up to
provide milk to school children of the area on a matching contribution basis.
(2.1.A) CORPORATE STRUCTURE OF BARODA DAIRY
Chairman
(Narendrabhai Patel)
Vice chairman
(Ajitbhai Thakor)
Managing Director
(Ravindrabhai Mathur)
Production Finance Marketing H.R. System
GM (Marketing)
(V.C.Patel)
Manager (FGS) Sr. Officer
Officer Sr. Asst.
Sr. supervisor Sr. Clark
Supervisor Jr. Clark
Worker Worker
(2.2.A) ORGANIZATION STRUCUTE OF BARODA DAIRY
 LOGISTICS
Logistics is the management of the flow of goods, information and other

resources, including energy and people, between the point of origin and the
point of consumption in order to meet the requirements of consumers.
Logistics involves the integration of information, transportation, and
inventory, warehousing, material-handling, and packaging. Logistics is a
channel of the supply chain which adds the value of time and place utility.
Since milk is the basics for the dairy industry it is essential that it remains in
the best condition possible. Morever milk is perishable, therefor it is
imperivive that it reaches its destination before it goes bad. This doen not
only apply for only for milk but also for all milk products. Now this ,may
sound narrow but to the limit on milk only but since our project is dairy
based our logistics will focus only on milk and its products. Comming back
to our topic the logistics of sugam dairy is as follows.
 INBOUND LOGISTICS
The milk is dilivered to the dariy outpost by rural folk fron their animals.
The outpost then tests the milk and analysis the fat content, in turn the rural
folk are paid accordingly to the quality of the milk. Then the milk is
collected in large barrels and brought to the nearest unit. Here the barrells
are emptied and the milk is seperated into cow’s milk and buffalow’s milk.
The empty barrells are now cleaned and washed. Then the milk is tested
again. Now the milk is sent for pastureisation. Here theee milk is maintained
at a low of 6-8 degrees. The company has also set up refredgeration units at
regular intervals in order to preserve the quality of the milk. Then suger and
other ingredents are added to the milk and it is packed.
 OUTBOUND LOGISTICS
Sugam exports its products all around the world. Hence they follow a very
different stratgey for its products depending on the product.however in the
case we will focus on milk. The milk is packed into plastic bags of 500 ml
each. Here it is divided into the various types. Then it is put into crates and
sent to the waiting vans which are refridgerated. These vans take the milk to
all the distribution centers. They distribute to the milk booths, local dairies,
general stores, parlors etc. This is done between 5 to 9 in the morning in
order to ensure that the customer gets his morning milk. Other milk
products are distributed in the same way howevever the milk booths dont
get any products appart from the milk. There are 72 routes which are well
known to the drivers, in case one route is blocked another is opened out for
the trucks. Many times when even a transport bus would not reach an
isolated village the milk van would!!!
In conclution the logistics of Baroda dairy is really simple yet

effective!!!
 QUALITY POLICY OF BARODA DAIRY

Baroda dairy firmly believes to provide milk products of quality to give
Total consumer satisfaction. In order to achieve this objective, Baroda Dairy
has implemented quality and food safety management systems since May
2000. The dairy is certified for ISO 9001:2000 and HACCP by SAI Global,
which is a wholly owned subsidiary of standards Australia International
Limited. The implemented systems emphasize on ensuring and maintaining
quality and food safety at all stage of procurement, production, packaging,
storage and distribution of milk and milk products. The quality of food
additives, packaging materials and utilities system of food safety is based on
the internationally recognized Codex Standards.
Both the quality and food safety management systems are audited every six
months by SAI Global to ensure the continuity and adequacy. The product
quality and safety is ensured at every stage of operation and does not merely
relay on final product testing. There is system in place to identify and assess
the risk at every stage of product manufacturing, packaging, storage and
distribution. Appropriate control measures are implemented at the identified
stage to eliminate the possible cause of risk. This ensures the quality and
food safety at every stage.
The dairy is always starving for understanding the needs and expectations of
its valued customers. The customers’ expectations and perceptions are
reflected in new development and improvements. A high level of plant and
personnel hygiene and housekeeping is maintained to avoid any cross
contamination. The housekeeping audits are conducted periodically and
employees are motivated to participate in good housekeeping competitions.
Baroda Dairy continually makes efforts for conservation of energy and
waste reduction. Employees are encouraged and motivated for their direct
involvement and teamwork for achievement of objectives like reduction in
water consumption, electricity consumption, Fuel consumption etc…. The
dairy develops and maintains lawn and trees on open land within the
premises.
Baroda Dairy now, looks forward to implement ISO-14001:1996
environmental management system with the objective to prevent pollution
and protect environment through proper management and control of its
activities, products and services.
 COMPETITOR TO BARODA DAIRY FOR VARIOUS PRODUCTS
 Packed Milk
 Sardar Dairy
 Vimal Dairy
 Umiya Dairy
 Pramukh Dairy
 Bhumiya Dairy
 Flavored Milk
 Milda
 Bcost
 Bhumiya Dairy
 Butter Milk
 Sardar Dairy
 Vimal Dairy
 Umiya Dairy
 Pramukh Dairy
 Bhumiya Dairy
 Gamdi Dairy
 Ice-Cream
 Havmor
 Vadilal
 Gokul
 HLL
 SWOT ANALYIS OF BARODA DAIRY

 Strengths
 Baroda Dairy produces 306,744 liters of milk every day.

 They have a great Customer Potential in Baroda.
 They operate with just one level of distribution channel.
 Their manpower constitutes of an amazing 1585 employees.
 Competition is less intense in the market.
 Weakness
 Baroda Dairy has a very narrow organizational Structure.
 Opportunities
 They have an opportunity to enter the chocolate, baby food powder

and flavored candy market.
 Baroda Dairy now looks forward to implement ISO-14001:1996
environmental management system with the objective of protecting
environment from pollution through proper management and control
of its activities, products and services.
 Threats
 Money
 Feedback of customers is very difficult to obtain due to the enormous
potentiality.
 PRODUCT PROTFOLIO OF BARODA DAIRY
 Milk portfolio (2.3.A)
 Flavored milk (2.4.A)
 Ghee (2.5.A)
 Butter (2.6.A)
 Butter Milk (2.7.A)
 Shrikhand (2.8.A)
 MARKETING
In the current marketing scenario in spite of cut throat competition from

private players, Baroda dairy remains a leader due to the new variety in
their products, the standardised quality and the consumer friendly approach
combined with the goodwill it has fostered among the years.
 Market management is the process of planning and executing the

conception, pricing, promotion and distribution of ideas servicing to
create exchange that satisfy individual and organizational goals.
 A marketer can satisfy everyone in the market i.e. not everyone likes the
same soft-drink, hotel room, restaurant, automobile, college and the same
movie therefore a marketer starts with market segmentation.
 They identify and profile district groups of buyer who might prefer or
require varying products and marketing mixes.
 Market segmentation can be identified by examining demographic,
psychographic, and behavioral differences among buyers the firm then
decides which segments present needs the firm can meet the superior
fashion.
Baroda dairy is marketing under the name of Sugam and Amul. In Baroda it
is Sugam and In Anand it is Amul.
 Amul is the umbrella brand name. If there is any other district then they
can use Amul’s name and send it to GCMMF (Gujarat Co-operative Milk
Marketing Federation.)
 Name of the Baroda dairy is itself a strong brand in the local market of
Baroda.
 Every citizen knows about the Baroda dairy and its products.
 It has a strong goodwill in the market.
 AVAILABILITY
 The market share of milk is 85% in Baroda.
 One of the major aspects is that milk is very essential for every
consumer.
 So availability of milk should be there easily possible and should be there
on time.
 Flavour milk is sold maximum in the railway station area.
 So measures are taken accordingly, that the availability of flavored milk
should be there on time.
In Baroda dairy marketing department has a team which studies the
problems of the customers or the consumers. The team uses different
methods for solving the problem i.e. Questionnaire, personnel interview,
qualitative measure, mechanical devices etc. Baroda dairy develops product
according to the requirement of the consumers. One of the other major
factors for maintaining the quality and the trust of the people is that they
have to take serious measures for maintaining the cattle and other safety
precautions. There are various methods for keeping the cattle healthy. They
check the cattle’s on daily basis. So as to have no loss in milk there is at
least one branch opened in the villages.
 PRICING POLICIES
 Price is true amount of money or goods for which a thing is brought or

sold.
 Price includes the features like list price, discount, financing and leasing
options.
1. List price
 It includes the comparative price of the product whose substitutes are

available in the market.
 Baroda dairy products are having minimum price as compared to its
competitors.
2. Discounts
 Baroda dairy are having good quality of products and has captured the
market with monopoly so it does not require any sort of discounts to be
provided.
3. Financing
 There is no need of providing financing facility to its internal customers

because Baroda dairy deals in perishable product market and the products
are not having premium price.
Pricing policies are seasonal in Baroda dairy for purchasing of milk. The
Baroda dairy brings a farmer co-operative which always has to keep both
the interest of the farmers and the consumers while deciding the pricing
policies. Pricing policies keeps on changing according to the demand of the
milk. Price is given according to the presence of fat % in the milk and also
changes from customers according to fat % in the milk.
 SALES PROMOTION
Sales promotion consists of a variety of collection of the incentive tools.

Mostly it is short time designed to stimulate greater purchase of particular
products or services by consumer of trade.
Baroda dairy enjoys a good accountability of sales. Sales promotion of any
sort is not done by the management but whenever any new product is
launched in the market, Baroda dairy gives free samples of that new product
at a few strategic places in the market.
 ADVERTISING
Advertising is defined as any paid form of non-personal presentation and
promotion of ideas, goods or services for an identified reason. Although
Baroda dairy advertises its products through low budgeted advertising and
posters which are placed at major public places like the railway station, bus
stand, across roads etc.
They not only show ads in the T.V and hoardings but also make the students
visit their center and learn from there. They show to various sectors of the
society I.e. they show to the ladies of the co-operative society (Based on
Discussion with Personnel of Baroda Dairy).
REVIEW OF LITERATURE
 Customers’ satisfaction has been conceptualized in several ways. It

consists of expectation, performance interaction, pleasure/displeasure,
and the evolution of the benefits of consumption. “Satisfaction is a
person‘s feelings of pleasure or disappointment resulting from comparing
a product’s perceived performance in relation to his or her expectations”.
Customer Satisfaction was reviewed as either as an outcome or a process.
It is a cornerstone of every business (Philip Kotler, 2005).
 Tejas G. Parekh and Tushar Sudarsanan MBA (Agri-Business) conducted

research study to evaluation of customers’ satisfaction level of vadodara
city research conducted with the help of Baroda dairy, during the summer
placement (2009), in addition to it a survey on the measurement of
customer (retailer) satisfaction level at Baroda dairy’ has been done in
Baroda city. This survey is useful for the company to know that to what
extent the retailer’s are satisfied towards the milk that they are provided.
This will enable the company to take appropriate action as needed to
increase as well as to retain its retailers in the market. The survey has
been analyzed (Based on report given by marketing department of Baroda
Dairy).
BEFORE UNDERTAKING RESEARCH WORK, I HAVE

ANALYSED THE FOLLOWING LIVE EXAMPLES
UNDERTAKEN BY FELLOW MEMBERS.
 Title: – To study the influence of packaging affecting brand selection in

toothpaste industry.
o Researcher: – C. Anandan
o Objective: – To study the influence of packaging in brand of
toothpaste.
o Methodology: – Source of data for arriving at a conclusion is
primary data. Hence the survey regarding the influence of
packaging in selection of products for toothpaste was conducted at
various retail outlets and some residence. Data was basically
collected from housewives, students, family and shopkeepers.
o Data collation: – Pilot test to ensure validity.
o Sampling: - sample size of 125 out of which 70 were women and
55were men.
o Conclusion: – Data collected from users help to fine tune their
marketing strategies for profitability and customer loyally.
o Reference: - Brand management, vole-Ι No 3 page 45-57.
 Title – Nestle v/s Cadbury
o Objective: –
 To find out potential for new chocolate players

 To get familiar with their marketing strategies separately.
 To view the segments being targeted by these brands in the
market.
 Up to what extent do the public respond to their products i.e.
which chocolates are preferred more
o Researcher:- Radha Krishna Iyear

o Reference:–
http://www.scribd.com/document_downloads/14817717?extension
=doc&secret_password=&step_intrested=true
o Methodology: - Detailed information from both primary and

secondary sources was collected and analyzed. This included:
o Primary Sources:-
 To analyze buying behavior and in order to gain an insight into

the buyer need-satisfaction level, a questionnaire was
formulated and administered among 80 people.
 A distributor was also interviewed so as to get pertinent
information regarding the most important ‘P’ of FMCG
marketing – Place.
 Extensive interviews were conducted with retailers in the
LUDHIANA area. These included pan shops, grocery shops,
bakeries, departmental stores, etc. They provided information
on various facts of chocolate distribution such as Point-of –
purchase material (dispensers etc.), infrastructure problems,
critical informational regarding the policies of the present
players in the market, etc.
o Secondary Sources:-
 A number of secondary sources of information were used.

These were:
 Information: Industry statistics, problems facing the industry,
future outlook, etc. Also measures being adopted for cocoa
production development.
 Internet websites Of Cadbury’s, Nestle and indiainfoline.com,
askjeeves.com
 Extensive use of secondary information in the form of
magazines/journals/newspapers clippings, such as Business
World, Business Today, Business India, A&M, Brand Equity,
Economic Times, etc.
o Sampling: – random sampling was used wherein people were
interviewed and questionnaire were filed around 100.
o Conclusion: - The growth and expansion of the Indian chocolate

market in the past has been hampered, due to stiff excise duties on
chocolates (at 18 percent – while other agro based products are
being charged as low as 8% and a few, even 0% excise) and non-
availability of quality cocoa in the country. Also, import of
chocolates has been put in the OGL category, with duties being
reduced (in a phased manner). The industry has made
recommendations to the Indian government to go back to the
Special item list category, in order to safeguard the domestic
industry. However, continuous marketing focus by the players in
the market has resulted in the industry looking up like never
before. These companies/brands have become much more market
savvy. The Indian chocolate market is transforming and new
players (Sara Lee is planning to set up base in India) are entering
the market. Hence, considering the low per capita consumption of
chocolates, the future of the industry seems to upbeat.
 Title – Research proposal on consumer decision analysis for Purchase of

fruit Drinks.
o Researcher:- Protik Basu
o Reference:-
http://www.scribd.com/document_downloads/13103855?extension
=pdf&skic
o Objectives:-
To determine the factors influencing the consumer decision while
buying fruit drinks in the age group of 17-30 in the city of Pune.
o Methodology:-
Data collection methods are secondary and survey research by

questionnaire.
o Sample size – 100 samples were used for analysis.
 Analysis techniques – Factor analysis is conducted to discuss

out of the various reasons for purchasing any particular brand of
fruit drink.
 The measurement instrument in the questionnaire was a five
point likert scale.
o Conclusion :-
With correlation test the attributes that were associated with

consumer buying various fruit drinks and which in turn drive their
purchase decision for the same were identified. In factor analysis
the researcher found out 5 factors which mainly have an impact on
the purchase of a fruit drink. There were 2factors which did not
have any significant impact. Also, it was found out that the most
preferred channel for purchase in retail stores. The most preferred
SKU (quantity) is 200ml packs which could be due to convenience.
The most preferred drink is Frooti followed by Tropicana and Real.
 Title: – Brand preference for packaged milk with special Reference to

Gandhipuram Area.
o Researcher: – A. Sukumar
o Reference :- http://www.scribd.com/document_downloads
o Objectives: –
 To find out the brand preference for packet milk in

Gandhipuram area among packet milk consumers.
 To study the relationship between the various personal factors,
such as quality, quantity, price, advertisement, health,
consideration, taste, fat content, packaging with preference for
packet milk.
 To find out the different factors for preferring the particular
brand.
 To know the sources of information, which provide about
packet milk to the consumers
 To know the degree of satisfactions derived by the consumers.
 To find out the alternative choice of consumers in case of non-
availability of their preferred brand.
 To find out the awareness of the consumers about the packet
milk.
o Methodology: – data collection methods are secondary and survey

research by questionnaire.
o Sample size: – The researchers selected a sample of 150 with

stratified random sampling method. The respondents have enough
knowledge to respond the structured undisguised questionnaire
which had both open ended and close ended questions. The
primary data was collected and suitably edited and tabulated using
the simple percentage method. The statistical tool like chi-square
test was adopted to test the association between certain preference
and the dominant factors that influence brand preference for
packaged milk in Gandhipuram. The measurement instrument in
the questionnaire was a five point likert scale.
o Conclusion: – In conclusion, the researchers find the preferred
brand of packaged milk and the factors which made to prefer the
particular brand of milk. Milk is a very essential daily using
commodity. Milk is useful to all the group of members. In
Gandhipuram the packaged milk is widely used and liked by the
respondents. From this study the researcher conclude that the
packaged milk is more preferable than the vendor milk in
Gandhipuram. Aavin milk was preferred by majority of the
respondents.
CHAPTER – III
RESEARCH METHODOLOGY
Research design specifies the methods and procedures for collection of
requisite information and its measurements and analysis to arrive at
certain meaningful conclusion at the end of the research study. I have
conducted this research with the help of Questionnaire and from the
initial stages, to the final designing of questionnaire; I have conducted my
research through Descriptive research.
This study aims to identify the impact of various factors influences

preference on particular milk among the consumers for its purpose data
were collected by survey methods through questionnaire. This
questionnaire contained the questions regarding the various factors and
the reasons for preferring that milk. Depending on the rationale and the
objective, it becomes clear that research design of the research would
descriptive in nature. The primary data collected from those milk
consumers’ who are located in the Vadodara City in the State of Gujarat.
It would follow and supported by the following decision.
 IDENTIFYING THE PROBLEM
 Inputs, about the basic (Generic) factors that they consider

purchasing Consumer Non-Durables or Milk are gathered.
 Various materials published in similar studies are consulted.
 Key factors & the kind of data required for successful completion
are being identified.
 PRACTICAL APPROACH TO THE PROBLEM
Measurement of Consumer choice for a particular type of milk is an

attempt to understand and predict human action in buying decision.
These actions can play a great role in identifying future market
potentials of branded & non branded milk. Dairy industry in India is
fast growing and expanding one.
Studies on consumer research for Amul milk & non branded milk will
definitely help in its future growth and development in the right
direction. In this project entitled “consumer research study on Amul
milk v/s non branded milk in vadodara city”, an attempt is made to
study the consumer choice of milk in vadodara city among consumers.
 SOURCE OF INFORMATION
Sources of information have been divided as follows.
 Primary Data
The researcher collected necessary information and data on the
selected topic of the proposed study with the help of personal
Interviews of selected consumers’ of milk, located in the Vadodara
City in the State of Gujarat. The collection of data will cover
selected areas in Baroda city viz., Raopura, Main City including
Mandvi, Makarpura, Manjalpur, Karelibaug, Alkapuri, Fateh ganj,
Nizampura, Waghodia road, etc.
 Secondary Data
The researcher collected secondary data by referring marketing
information as well as marketing research data of Baroda dairy and
by browsing and downloading information from different websites.
 RESEARCH INSTRUMENT
The researcher has developed - Structured Non-Disguised
Questionnaire for the collection of the primary data from the selected
consumers’ of particular choice of milk.
 RESEARCH DESIGN
 Representative Sampling of the Study
Whole population of vadodara city who consume the milk, bye, use
the milk & more…..
 Sample Size
Sample size of 180 Customers
 Sampling Technique
As no proper sampling frame was available, samples for the study

were made by using convenient sampling due to its time and cost
feasibility. Interacted with the customers at random on one to one
basis.
 Data Collection
A structured questionnaire with five point likert scale is used to

collect primary data.
 Statistical Tools Used
Chi-square test is used as a test to verify the different objectives
 Area of survey
Vadodara city
 Timing of survey
9.00 am to 12.30 pm and 5.00 pm to 8.00 pm
 FIELD WORK- METHOD USED FOR DATA COLLECTION
 Questionnaire was prepared keeping the objective of research in

mind.
 Questions were asked to respondents as regards to their willingness
to purchase Milk.
 The help of questionnaires conducted direct interviews, in order to
get accurate information.
 In order to get correct information I had to approach consumers
ranging from Below 20 years to 51 years & above
 Behaviour, as the definition suggests, “Consumer behaviour is a
physical activity as well as decision process individual engaged in
when evaluating, acquiring, using and disposing goods and
services”.
 In order to collect accurate information I visited to residential Area,
super market, etc.
 Each and every question was filled personally by the respondents
and checked properly.
 People were not willing to answer, when they were contacted
between 1.00 pm to 5.00 pm, the time when most of the people
take rest during the scorching heat.
 SAMPLING DESIGN & METHODS
The researcher has used Non-Probability Sampling Design and/or
Approach based on Convenience Sampling Methods for the collection
of the primary data from amongst the particular milk users, located in
the Vadodara city in the State of Gujarat.
 SAMPLING MEDIA
The representative samples drawn in personal interview by

administering Structured Non-Disguised Questionnaire by the
researcher for the collection of the primary data from amongst the
consumers’ of milk, located in the Vadodara city in the State of
Gujarat.
CHAPTER – IV
DATA ANALYSIS AND INTERPRETATION

OF THE RESEARCH STUDY
 INTRODUCTION
In this chapter, preference for particular milk among milk users in

vadodara city was analyzed. As the first phase of this study, data were
collected from 180 Respondents. In the next phase the information
collected from the Respondents were analyzed regarding the various
factors influencing preference like Age, Sex, Occupation, Monthly
Income, Size of the Family, Number of Children in the Family and their
preference.
The collected data were not easily understandable, so I like to analyze the
collected data in a systematic manner and interpreted with simple
method. The analysis and interpretation of the data involves the analyzing
of the collected data and interpretation it with pictorial representation
such as bar charts, pie charts and others.
(4.1) AGE WISE CLASSIFICATION OF RESPONDENTS
Sr. No. Age Groups of Respondents No. of Respondents Percentage (%)

1 Below 21 years 13 7.2
2 21-30 years 44 24.4
3 31-50 years 96 53.3
4 51 years & Above 27 15.0
Total 180 100.0
(4.1.A) CLASSIFICATION OF RESPONDENTS ON THE BASIS OF
AGE
INFERENCE
Out of 180 respondents, 13 persons belong to the age limit of below 21years; 44
persons belong to the age limit of 21 – 30years; 96 persons belong to the age
limit of 31 – 50years; the remaining 27 persons belong to the age limit of 51
years & above.
 GENDER
Gender play vital role in purchase decisions. Gender classified on sex basis
i.e. male and female. Gender classification is requiring to marketer because
different gender exhibit different preference towards products. In
classification of gender the following number is used to know their
preference.
(4.2) GENDER WISE CLASSIFICATION OF RESPONDENTS
Sr. No. Gender of Respondents No. of Respondents Percentage (%)

1 Male 76 42.2
2 Female 104 57.8
Total 180 100.0
(4.2.A) GENDER WISE CLASSIFICATION OF RESPONDENTS
INFERENCE
Out of 180 respondents, 104 or 58% persons are Female and the remaining 76
or 42% persons are male.
(4.3) OCCUPATION WISE CLASSIFICATION OF RESPONDENTS
Sr. No. No. of

Occupation of Respondents Percentage (%)
Respondents
1 House Wife 66 36.7
2 Business 28 15.6
3 Service Class 51 28.3
4 student 30 16.7
5 Retired 2 1.1
6 Other 3 1.7
Total 180 100.0
(4.3.A) OCCUPATION WISE CLASSIFICATION OF RESPONDENTS
INFERENCE:-
Out of 180 respondents, 66 persons are House wife, 28 persons are doing
Business, 51 persons are Employed persons or Service Class people, 30 persons
are students, 2 persons are retired and 3 persons were others.
 FAMILY INCOME
Income is the deciding factor of purchase. The total respondents were

classified on the basis of their family income level
(4.4) COMPOSITION OF RESPONDENTS ON THE BASIS OF THEIR

FAMILY INCOME (PER MONTH)
No. of
Sr. No. Family Income Per Month (In Rupees.) Percentage (%)
Respondents
1 Less than 5000 16 8.9
2 5001-10000 39 21.7
3 10001-15000 43 23.9
4 More than 15001 82 45.6
Total 180 100.0
(4.4.A) FAMILY INCOME WISE CLASSIFICATION OF
RESPONDENTS
INFERENCE
Out of 180 respondents, 16 persons belong to the income limit of less than
Rs.5000. 39 persons are belong to the income limit of Rs.5,001 to Rs.10,000. 43
persons are belonging to the income limit of Rs.10001 to Rs.15, 000. The
remaining 82 persons are belonging to more than Rs.15, 001 limit.
 FAMILY SIZE
Family size is one of the main factors to decide the consumption level of the
all consumable products. In this way the family size wise classification is
more important.
(4.5) COMPOSITION OF THE RESPONDENTS ON THE BASIS OF

FAMILY SIZE
Sr. No. Family Members No. of Respondents Percentage (%)

1 1-3 57 31.7
2 4-6 112 62.2
3 More Than 6 11 6.1
Total 180 100.0
(4.5.A) FAMILY SIZE WISE CLASSIFICATION OF RESPONDENTS
INFERENCE:-
Out of 180 respondents, 57 persons are belong to 1 – 3 family size group, 112
persons belong to 4 – 6 family size group, the remaining 11 persons belong to
More than 6 family group.

CHILDREN IN FAMILY
Sr. No. No. of Children in Family No. of Respondents Percentage (%)

1 No Children 44 24.4
2 1-2 120 66.7
3 3-4 14 7.8
4 More Than 4 2 1.1
Total 180 100.0
(4.6.A) CLASSIFICATION OF RESPONDENTS ON THE BASIS OF
THE NUMBER OF CHILDREN IN FAMILY
INFERENCE
Out of 180 respondents, 44 persons are belonging to No child family group, 120
persons belong to1- 2 children family group, 14 persons belong to3- 4 children
family group, and the remaining 2 persons belong to More Than 4 children
family group.

DIFFERENT ZONE OF VADODARA & CONSUMERS’ MONTHLY
EXPENDITURE ON MILK (IN RUPEES)
Monthly Expenditure on Milk (In Rupees).
Different Zone of
More
Vadodara Less Total
450-650 651-850 851-1050 Than
Than 450
1050
Baroda (Central Zone)

1 8 25 20 21 75
(33.3%) (36.4%) (46.3%) (38.5%) (42.9%) (41.7%)
Baroda (North zone)
1 5 12 9 6 33
(33.3%) (22.7%) (22.2%) (17.3%) (12.2%) (18.3%)
Baroda (East Zone)

1 3 10 8 8 30
(33.3%) (13.6%) (18.5%) (15.4%) (16.3%) (16.7%)
Baroda (South Zone)

0 2 3 5 4 14
(.0%) (9.1%) (5.6%) (9.6%) (8.2%) (7.8%)
Baroda (West Zone)

0 4 4 10 10 28
(.0%) (18.2%) (7.4%) (19.2%) (20.4%) (15.6%)
Total
3 22 54 52 49 180
(100.0%) (100.0%) (100.0%) (100.0%) (100.0%) (100.0%)
INFERENCE
Out of 180 respondents, persons living in Central zone of Baroda belong to the
customers’ monthly expenditure of milk in less than 450 are 33.3%, range of
expenditure of milk in 450-650 are 36.4%, range of expenditure of milk in 651-
850 are 46.3%, range of expenditure of milk in 851-1050 are 38.5%, range of
expenditure of milk in more than 1050 are 42.9% & so on
(4.7.A) CLASSIFICATION OF THE RESPONDENTS ON THE BASIS
OF DIFFERENT ZONE OF VADODARA & CONSUMERS’ MONTHLY
EXPENDITURE ON MILK (IN RUPEES)
(4.8) COMPOSITION OF RESPONDENTS ON THE BASIS OF THEIR

CHOICE OF MILK WITH COMPARISON OF DIFFERENT ZONE OF
VADODARA
DIFFERENT ZONE OF VADODARA * KIND OF MILK PREFERRED BY FAMILY CROSS

TABULATION
KIND OF MILK PREFERRED BY FAMILY
Different Zone of
Total
Vadodara Amul Milk Non-branded (Loose Milk) Both
Baroda (Central Zone) 62 12 1 75

(44.3%) (33.3%) (25.0%) (41.7%)
Baroda (North zone) 29 3 1 33

(20.7%) (8.3%) (25.0%) (18.3%)
Baroda (East Zone) 22 8 0 30
(15.7%) (22.2%) (.0%) (16.7%)
Baroda (South Zone) 8 4 2 14

(5.7%) (11.1%) (50.0%) (7.8%)
Baroda (West Zone) 19 9 0 28

(13.6%) (25.0%) (.0%) (15.6%)
Total 140 36 4 180

(100.0%) (100.0%) (100.0%) (100.0%)

OF DIFFERENT ZONE OF VADODARA &THEIR CHOICE OF MILK
INFERENCE
Out of 180 respondents, in central Zone 62 persons had used Amul Milk, 12
persons had used loose Milk & only 1person had used both milk, in North Zone
29 persons had used Amul Milk, 3 persons had used loose Milk & only 1person
had used both milk, in East Zone 22 persons had used Amul Milk & 8 persons
had used loose Milk, in South Zone 8 persons had used Amul Milk, 4 persons
had used loose Milk & only 2 persons had used both milk, in West Zone 19
persons had used Amul Milk & 9 persons had used loose Milk.
(4.9) COMPOSITION OF RESPONDENTS ON THE BASIS OF THE
CUSTOMERS’ PREFERENCE FOR TYPE OF AMUL MILK
Customers' Preference for Type

Sr. No. of Amul Milk No. of Respondents Percentage (%)
1 Cow Milk 7 3.9
2 Slim-n-trim Milk 13 7.2
3 Shakti Milk 79 43.9
4 Gold Milk 45 25.0
Total 144 80.0
Grand Total 180 100.0

OF THE CUSTOMERS’ PREFERENCE FOR TYPE OF AMUL MILK
INFERENCE
Out of 180 respondents, in vadodara city 80% or 144 customers’ preference for
type of Amul Milk in which 7 persons had choose Cow Milk, 13 persons had
choose Slim-n-trim Milk, 79 persons had choose Shakti Milk & 45 persons had
choose Gold Milk.
(4.10) COMPOSITION OF RESPONDENTS ON THE BASIS OF THE
CUSTOMERS’ PREFERENCE FOR TYPE OF AMUL MILK
Customers' Preference for Type

Sr. No. of unbranded Milk No. of Respondents Percentage (%)
1 Cow Milk 23 12.8
2 Buffalo Milk 17 9.4
Total 40 22.2

OF THE CUSTOMERS’ PREFERENCE FOR TYPE OF AMUL MILK
INFERENCE
Out of 180 respondents, in vadodara city 22.2% or 40 customers’ preference

for type of Non Branded Milk (Loose Milk) in which 58% persons had choose
Cow Milk & 42% persons had choose Buffalo Milk.
 INFLUENCED FACTOR WISE CLASSIFICATION Of
RESPONDENTS
(4.11) INFLUENCE OF PRICE ON CUSTOMERS' CHOICE OF MILK
Different Zone of Vadodara * Influence of Price on Customers' Choice of Milk Cross tabulation
Influence of Price on Customers' Choice of Milk
Different Zone of Vadodara Total

Yes No
Baroda (Central Zone) 11 64 75
(30.6%) (44.4%) (41.7%)

Baroda (North zone) 7 26 33
(19.4%) (18.1%) (18.3%)

Baroda (East Zone) 7 23 30
(19.4%) (16.0%) (16.7%)

Baroda (South Zone) 4 10 14
(11.1%) (6.9%) (7.8%)

Baroda (West Zone) 7 21 28
(19.4%) (14.6%) (15.6%)

Total 36 144 180
(100.0%) (100.0%) (100.0%)
INFERENCE
Out of 180 respondents, in central Zone 30.6% persons belong to Price are
influence their choice of Milk, 44% persons not belong to Price are influence
their choice of Milk, in North Zone 19.4% persons belong to Price are influence
their choice of Milk, 18.1% persons not belong to Price are influence their
choice of Milk, in East Zone 19.4% persons belong to Price are influence their
choice of Milk, 16.0% persons not belong to Price are influence their choice of
Milk, in South Zone 11.1% persons belong to Price are influence their choice of
Milk, 6.9 % persons not belong to Price are influence their choice of Milk, in
West Zone 19.4% persons belong to Price are influence their choice of Milk,
14.6% persons not belong to Price are influence their choice of Milk
(4.11.A)CLASSIFICATION OF RESPONDENT ON THE BASES
INFLUENCE OF PRICE ON CUSTOMERS' CHOICE OF MILK
(4.12) INFLUENCE OF TASTE ON CUSTOMERS' CHOICE OF MILK

Different Zone of Vadodara * Influence of Taste on Customers' Choice of Milk Cross tabulation
Influence of Taste on Customers' Choice of Milk

Yes No
(42.5%) (40.3%) (41.7%)
(15.0%) (23.9%) (18.3%)

(15.9%) (17.9%) (16.7%)

(11.5%) (1.5%) (7.8%)

(15.0%) (16.4%) (15.6%)

Total 113 67 180
(100.0%) (100.0%) (100.0%)
(4.12.A) CLASSIFICATION OF RESPONDENT ON THE BASES

INFLUENCE OF TASTE ON CUSTOMERS' CHOICE OF MILK
INFERENCE
Out of 180 respondents, in central Zone 42.5% persons belong to Taste are
influence their choice of Milk, 40.3% persons not belong to Taste are influence
their choice of Milk, in North Zone 15.0% persons belong to Taste are influence
their choice of Milk, 23.9% persons not belong to Taste are influence their
choice of Milk, in East Zone 15.9% persons belong to Taste are influence their
choice of Milk, 17.9% persons not belong to Taste are influence their choice of
Milk, in South Zone 11.5% persons belong to Taste are influence their choice of
Milk, 1.5% persons not belong to Taste are influence their choice of Milk, in
West Zone 15.0% persons belong to Taste are influence their choice of Milk,
16.4% persons not belong to Taste are influence their choice of Milk.
(4.13) INFLUENCE OF AVAILABILITY ON CUSTOMERS' CHOICE

OF MILK
Different Zone of Vadodara * Influence of Availability on Customers' Choice of Milk Cross
tabulation
Influence of Availability on Customers' Choice

of Milk

Yes No
(39.4%) (43.1%) (41.7%)

(9.9%) (23.9%) (18.3%)

(19.7%) (14.7%) (16.7%)

(12.7%) (4.6%) (7.8%)

(18.3%) (13.8%) (15.6%)

Total 71 109 180
(100.0%) (100.0%) (100.0%)

INFERENCE
Out of 180 respondents, in central Zone 39.4% persons belong to Availability

are influence their choice of Milk, 43.1% persons not belong to Availability are
influence their choice of Milk, in North Zone 9.9% persons belong to
Availability are influence their choice of Milk, 23.9% persons not belong to
Availability are influence their choice of Milk, in East Zone 19.7% persons
belong to Availability are influence their choice of Milk, 14.7% persons not
belong to Availability are influence their choice of Milk, in South Zone 12.7%
persons belong to Availability are influence their choice of Milk, 4.6% persons
not belong to Availability are influence their choice of Milk, in West Zone
18.3% persons belong to Availability are influence their choice of Milk, 13.8%
persons not belong to Availability are influence their choice of Milk.
(4.14) INFLUENCE OF ADVERTISEMENT ON CUSTOMERS' CHOICE
OF MILK
Influence of Advertisement on
Sr. No. Customers' Choice of Milk No. of Respondents Percentage (%)
1 No 178 98.9
2 Yes 2 1.1

INFLUENCE OF ADVERTISEMENT ON CUSTOMERS' CHOICE OF
MILK
INFERENCE
Out of 180 respondents, in which only 1% persons belong to Advertisement are

influence their choice of Milk, 99% persons not belong to Advertisement are
influence their choice of Milk.
(4.15) INFLUENCE OF QUALITY ON CUSTOMERS' CHOICE OF
MILK
Different Zone of Vadodara * Influence of Quality on Customers' Choice of Milk Cross tabulation
Influence of Quality on Customers' Choice of

Milk

Yes No
(40.1%) (47.4%) (41.7%)

(19.0%) (15.8%) (18.3%)

(16.2%) (18.4%) (16.7%)

(7.7%) (7.9%) (7.8%)

(16.9%) (10.5%) (15.6%)

Total 142 38 180
(100.0%) (100.0%) (100.0%)
INFERENCE
Out of 180 respondents, in central Zone 40.1% persons belong to Quality are
influence their choice of Milk, 47.4% persons not belong to Quality are
influence their choice of Milk, in North Zone 19.0% persons belong to Quality
are influence their choice of Milk, 15.8% persons not belong to Quality are
influence their choice of Milk, in East Zone 16.2% persons belong to Quality
influence their choice of Milk, in South Zone 7.7% persons belong to Quality
influence their choice of Milk, in West Zone 16.9% persons belong to Quality
(4.16) INFLUENCE OF PACKAGING ON CUSTOMERS' CHOICE OF

MILK
Different Zone of Vadodara * Influence of Packaging on Customers' Choice of Milk Cross
tabulation
Influence of Packaging on Customers' Choice of

Milk

Yes No
6 69 75
(26.1%) (43.9%) (41.7%)
4 29 33
Baroda (North zone)
(17.4%) (18.5%) (18.3%)
5 25 30
Baroda (East Zone)
(21.7%) (15.9%) (16.7%)
3 11 14
Baroda (South Zone)
(13.0%) (7.0%) (7.8%)
5 23 28
Baroda (West Zone)
(21.7%) (14.6%) (15.6%)
23 157 180
Total
(100.0%) (100.0%) (100.0%)

INFLUENCE OF PACKAGING ON CUSTOMERS' CHOICE OF MILK
INFERENCE
Out of 180 respondents, in central Zone 26.1% persons belong to Packaging are
influence their choice of Milk, 43.9% persons not belong to Packaging are
Packaging are influence their choice of Milk, 18.5% persons not belong to
Packaging are influence their choice of Milk, in East Zone 21.7% persons
belong to Packaging are influence their choice of Milk, 15.9% persons not
belong to Packaging are influence their choice of Milk, in South Zone 13.0%
persons belong to Packaging are influence their choice of Milk, 7.0% persons
not belong to Packaging are influence their choice of Milk, in West Zone 21.7%
persons belong to Packaging are influence their choice of Milk, 14.6% persons
not belong to Packaging are influence their choice of Milk.
(4.17) INFLUENCE OF HEALTH CONSCIOUS ON CUSTOMERS'

CHOICE OF MILK
Different Zone of Vadodara * Influence of Health Consciousness on Customers' Choice of Milk
Cross tabulation
Influence of Health Consciousness on

Customers' Choice of Milk

Yes No
47 28 75
(42.7%) (40.0%) (41.7%)
16 17 33
Baroda (North zone)
(14.5%) (24.3%) (18.3%)
17 13 30
Baroda (East Zone)
(15.5%) (18.6%) (16.7%)
9 5 14
Baroda (South Zone)
(8.2%) (7.1%) (7.8%)
21 7 28
Baroda (West Zone)
(19.1%) (10.0%) (15.6%)
110 70 180
Total
(100.0%) (100.0%) (100.0%)
INFLUENCE OF HEALTH CONSCIOUSNESS ON CUSTOMERS'
CHOICE OF MILK
INFERENCE
Out of 180 respondents, in central Zone 42.7% persons belong to Health

Consciousness are influence their choice of Milk, 40.0% persons not belong to
Health Consciousness are influence their choice of Milk, in North Zone 14.5%
persons belong to Health Consciousness are influence their choice of Milk,
24.3% persons not belong to Health Consciousness are influence their choice of
Milk, in East Zone 15.5% persons belong to Health Consciousness are influence
their choice of Milk, 18.6% persons not belong to Health Consciousness are
influence their choice of Milk, in South Zone 8.2% persons belong to Health
Consciousness are influence their choice of Milk, 7.1% persons not belong to
Health Consciousness are influence their choice of Milk, in West Zone 19.1%
persons belong to Health Consciousness are influence their choice of Milk,
1.0% persons not belong to Health Consciousness are influence their choice of
Milk.
(4.18) RELATIVES & FRIENDS ARE INFLUENCE (ED) CUSTOMERS'
CHOICE OF MILK
Different Zone of Vadodara * Influence of Relatives & Friends on Customers' Choice of Milk
Cross tabulation
Influence of Relatives & Friends on Customers'

Choice of Milk

Yes No
16 59 75
(30.2%) (46.5%) (41.7%)
13 20 33
Baroda (North zone)
(24.5%) (15.7%) (18.3%)
11 19 30
Baroda (East Zone)
(20.8%) (15.0%) (16.7%)
5 9 14
Baroda (South Zone)
(9.4%) (7.1%) (7.8%)
8 20 28
Baroda (West Zone)
(15.1%) (15.7%) (15.6%)
53 127 180
Total
(100.0%) (100.0%) (100.0%)
INFERENCE
Out of 180 respondents, in central Zone 30.2% persons belong to Relatives &
Friends are influence their choice of Milk, 46.5% persons not belong to
Relatives & Friends are influence their choice of Milk, in North Zone 24.5%
persons belong to Relatives & Friends are influence their choice of Milk, 15.7%
persons not belong to Relatives & Friends are influence their choice of Milk, in
East Zone 20.8% persons belong to Relatives & Friends are influence their
choice of Milk, 15.0% persons not belong to Relatives & Friends are influence
their choice of Milk, in South Zone 9.4% persons belong to Relatives & Friends
are influence their choice of Milk, 7.1% persons not belong to Relatives &
Friends are influence their choice of Milk, in West Zone 15.1% persons belong
to Relatives & Friends are influence their choice of Milk, 15.7% persons not
belong to Relatives & Friends are influence their choice of Milk.
INFLUENCE OF RELATIVES & FRIENDS ON CUSTOMERS' CHOICE
OF MILK
(4.19) NEIGHBOURS ARE INFLUENCE (ED) CUSTOMERS' CHOICE

OF MILK
Different Zone of Vadodara * Influence of Neighbours on Customers' Choice of Milk Cross
Tabulation
Influence of Neighbours on Customers' Choice

of Milk

Yes No
3 72 75
(16.7%) (44.4%) (41.7%)
4 29 33
Baroda (North zone)
(22.2%) (17.9%) (18.3%)
2 28 30
Baroda (East Zone)
(11.1%) (17.3%) (16.7%)
4 10 14
Baroda (South Zone)
(22.2%) (6.2%) (7.8%)
5 23 28
Baroda (West Zone)
(27.8%) (14.2%) (15.6%)
18 162 180
Total
(100.0%) (100.0%) (100.0%)

INFLUENCE OF NEIGHBOURS ON CUSTOMERS' CHOICE OF MILK
INFERENCE
Out of 180 respondents, in central Zone 16.7% persons belong to neighbour are
influence their choice of Milk, 44.4% persons not belong to neighbour are
neighbour are influence their choice of Milk, 17.9% persons not belong to
neighbour are influence their choice of Milk, in East Zone 11.1% persons
belong to neighbour are influence their choice of Milk, 17.3% persons not
belong to neighbour are influence their choice of Milk, in South Zone 22.2%
persons belong to neighbour are influence their choice of Milk, 6.2% persons
not belong to neighbour are influence their choice of Milk, in West Zone 27.8%
persons belong to neighbour are influence their choice of Milk, 14.2% persons
not belong to neighbour are influence their choice of Milk.
(4.20) DOCTORS ARE INFLUENCE (ED) CUSTOMERS' CHOICE OF

MILK
Influence of Doctors on
1 No 167 92.8
2 Yes 13 7.2

INFLUENCE OF DOCTORS ON CUSTOMERS' CHOICE OF MILK
INFERENCE
Out of 180 respondents, in which only 7% persons belong to Doctors are

influence their choice of Milk, 93% persons not belong to Doctors are influence
their choice of Milk.
(4.21) FAMILY IS INFLUENCE (ED) CUSTOMERS' CHOICE OF MILK

Different Zone of Vadodara * Influence of Family on Customers' Choice of Milk Cross
Tabulation
Influence of Family on Customers' Choice of

Milk

Yes No
58 17 75
(62.4%) (19.5%) (41.7%)
9 24 33
Baroda (North zone)
(9.7%) (27.6%) (18.3%)
14 16 30
Baroda (East Zone)
(15.1%) (18.4%) (16.7%)
6 8 14
Baroda (South Zone)
(6.5%) (9.2%) (7.8%)
6 22 28
Baroda (West Zone)
(6.5%) (25.3%) (15.6%)
93 87 180
Total
(100.0%) (100.0%) (100.0%)
INFLUENCE OF FAMILY ON CUSTOMERS' CHOICE OF MILK
INFERENCE
Out of 180 respondents, in central Zone 62.4% persons belong to Family are
influence their choice of Milk, 19.5% persons not belong to Family are
influence their choice of Milk, in North Zone 9.7% persons belong to Family
are influence their choice of Milk, 27.6% persons not belong to Family are
influence their choice of Milk, in East Zone 15.1% persons belong to Family are
influence their choice of Milk, in South Zone 6.5% persons belong to Family
are influence their choice of Milk, 9.2% persons not belong to Family are
influence their choice of Milk, in West Zone 6.5% persons belong to Family are
(4.22) OTHER PEOPLE ARE INFLUENCE (ED) CUSTOMERS'
CHOICE OF MILK
Influence of Other People on

1 No 158 87.8
2 Yes 22 12.2
Total 180 100.0
(4.22.A) CLASSIFICATION OF RESPONDENT ON THE BASIS

INFLUENCE OF OTHER PEOPLE ON CUSTOMERS' CHOICE OF
MILK
INFERENCE
Out of 180 respondents, in which only 12% persons belong to Other People are
influence their choice of Milk, 88% persons not belong to Other People are
(4.23) CUSTOMERS' SHIFTED FROM LOOSE MILK TO AMUL MILK
OR VICE VERSA
Customers' Shifted from Loose Milk to No. of Percentage
Sr. No. Amul Milk or Vice Versa Respondents (%)
1 No 139 77.2
2 Yes 41 22.8
Total 180 100.0
(4.23.A) CLASSIFICATION OF RESPONDENT ON THE BASIS

SHIFTING OF MILK
INFERENCE
Out of 180 respondents, 41 persons are changing their choice of Milk and 139
persons are not changing their Choice of Milk.
 REASONS FOR CUSTOMERS' SHIFTED FROM LOOSE MILK TO
AMUL MILK OR VICE VERSA
(4.24) CUSTOMERS' SHIFTED FROM LOOSE MILK TO AMUL

MILK OR VICE VERSA DUE TO PRICE RISE
Percentage
Sr. No. Customers' Shift Due to Price Rise No. of Respondents (%)
1 Most Important 4 2.2
2 Important 5 2.8
3 Somewhat Important 8 4.4
4 Un Important 7 3.9
5 Least Important 17 9.4
6 Total 41 22.8
INFERENCE
Out of 180 respondents, 41 persons are changing their choice of Milk in which
2.2% persons belong to price rise is most important Reasons for shifting their
milk, 2.8% persons belong to price rise is important Reasons for shifting their
milk, 4.4% persons belong to price rise is Somewhat important Reasons for
shifting their milk, 3.9% persons belong to price rise is unimportant Reasons for
shifting their milk & 9.4% persons belong to price rise is Least important
Reasons for shifting their milk.
(4.25) CUSTOMERS' SHIFTED FROM LOOSE MILK TO AMUL

MILK OR VICE VERSA DUE TO LACK OF AVAILABILITY
Customers' Shift Due to Lack of No. of Percentage

Sr. No. Availability Respondents (%)
2 Important 7 3.9
6 Total 41 22.8
INFERENCE
6.1% persons belong to Lack of Availability is most important Reasons for
shifting their milk, 3.9% persons belong to Lack of Availability is important
Reasons for shifting their milk, 7.2% persons belong to Lack of Availability is
Somewhat important Reasons for shifting their milk, 3.3% persons belong to
Lack of Availability is unimportant Reasons for shifting their milk,2.2%
persons belong to Lack of Availability is Least important Reasons for shifting
their milk.

OR VICE VERSA DUE TO UNFAVORABLE TAST
Customers' Shift Due to Unfavorable Percentage

Sr. No. Taste No. of Respondents (%)
2 Important 13 7.2
6 Total 41 22.8
INFERENCE
8.3% persons belong to Unfavorable Taste is most important Reasons for
shifting their milk, 7.2% persons belong to Unfavorable Taste is important
Reasons for shifting their milk, 3.3% persons belong to Unfavorable Taste is
Somewhat important Reasons for shifting their milk, 1.1% persons belong to
Unfavorable Taste is unimportant Reasons for shifting their milk, 2.8% persons
belong to Unfavorable Taste is Least important Reasons for shifting their milk.
OR VICE VERSA DUE TO INFERIOR QUALITY OF MILK
Customers' Shift Due to Inferior Percentage

Sr. No. Quality of Milk No. of Respondents (%)
2 Important 9 5.0
4 Un Important 1 .6
6 Total 41 22.8
INFERENCE
9.4% persons belong to Inferior Quality of Milk is most important Reasons for
shifting their milk, 5.0% persons belong to Inferior Quality of Milk is important
Reasons for shifting their milk, 3.9% persons belong to Inferior Quality of Milk
is Somewhat important Reasons for shifting their milk, 0.6% persons belong to
Inferior Quality of Milk is unimportant Reasons for shifting their milk, 3.9%
persons belong to Inferior Quality of Milk is Least important Reasons for
shifting their milk.

OR VICE VERSA DUE TO HEALTH CONSCIOUSNESS
Customers' Shift Due to Health Percentage

Sr. No. Consciousness No. of Respondents (%)
2 Important 6 3.3
6 Total 41 22.8
INFERENCE
10.6% persons belong to Health Consciousness of Milk is most important
Reasons for shifting their milk, 3.3% persons belong to Health Consciousness
of Milk is important Reasons for shifting their milk, 6.1% persons belong to
Health Consciousness of Milk is Somewhat important Reasons for shifting
their milk, 0.0% persons belong to Health Consciousness of Milk is
unimportant Reasons for shifting their milk, 2.8% persons belong to Health
Consciousness of Milk is Least important Reasons for shifting their milk.
(4.29) THE PREFERRED CHOICE OF MILK HAS ENHANCED THE

RICHNESS OF TEA/COFFEE
Consumers' Feel that their Preferred

Milk Enhances the Richness of Tea or No. of Percentage
Sr. No. Coffee Respondents (%)
1 Yes 165 91.7
2 No 15 8.3
Total 180 100.0
(4.24.A) THE MILK ENHANCES THE RICHNESS OF TEA / COFFEE

INFERENCE
Out of 180 respondents, 165 or 92 % persons said their preferred milk had
enhanced the richness of Tea/Coffee and only15 or 8.3% persons said that No.
(4.30) CHANGE THE PREFERRED MILK WHEN THEIR FAMILY

INCOME INCREASES
Customers' Ready to Change the Choice

of Milk if their Family Income Level No. of Percentage
Sr. No. Increases Respondents (%)
1 Yes 17 9.4
2 No 163 90.6
Total 180 100.0
(4.25.A) CHANGE THE MILK PREFERENCE WHEN THE FAMILY

INCOME LEVEL IS INCREASES
INFERENCE
Out of 180 respondents, 17 persons belong to yes group, and the remaining 163
persons belong to No group for the question any Future change of their
preference of Milk.
(4.31) RESPONDENTS ARE CLASSIFIED ON THE BASIS OF THEIR
SATISFACTION LEVEL TOWARDS PRICE
Customers' Experience Related to Price No. of Percentage

Sr. No. of Milk Preferred Respondents (%)
1 strongly agree 32 17.8
2 agree 37 20.6
3 neither agree nor disagree 60 33.3
4 disagree 26 14.4
5 Strongly disagree 25 13.9
Total 180 100.0
INFERENCE
Customers' Experience Related to Price of Milk Preferred Out of 180

respondents; 32 persons belong to strongly agree with Price; 37 persons belong
to agree with Price; 60 persons neither belong Agree nor disagree with Price; 26
persons belong to strongly disagree with Price; 25 persons belong to strongly
disagree with Price.

SATISFACTION LEVEL TOWARDS QUALITY
Customers' Experience Related to No. of Percentage

Sr. No. Quality of Milk Preferred Respondents (%)
2 agree 77 42.8
4 disagree 6 3.3
5 Strongly disagree 1 .6
Total 180 100.0
INFERENCE
Customers' Experience Related to Quality of Milk Preferred Out of 180

respondents; 85 persons belong to strongly agree with Quality; 77 persons
belong to agree with Quality; 11 persons neither belong Agree nor disagree with
Quality; 6 persons belong to strongly disagree with Quality; 1 persons belong to
strongly disagree with Quality.
SATISFACTION LEVEL TOWARDS THE TASTE

Sr. No. Taste of Milk Preferred Respondents (%)
2 agree 81 45.0
4 disagree 5 2.8
Total 180 100.0
INFERENCE
Customers' Experience Related to Taste of Milk Preferred Out of 180

respondents; 69 persons belong to strongly agree with Taste; 81 persons belong
to agree with Taste ; 24 persons neither belong Agree nor disagree with Taste; 5
persons belong to strongly disagree with Taste; 1 persons belong to strongly
disagree with Taste.

SATISFACTION LEVEL TOWARDS THE HEALTH CONSCIOUSNESS
Customers' Experience Related to their

Purpose of Health Consciousness Served No. of Percentage
Sr. No. by Milk Preferred Respondents (%)
2 agree 53 29.4
4 disagree 6 3.3
Total 180 100.0
INFERENCE
Customers' Experience Related to their Purpose of Health Consciousness

Served by Milk Preferred Out of 180 respondents; 93 persons belong to strongly
agree; 53 persons belong to agree ; 27 persons neither belong Agree nor
disagree ; 6 persons belong to strongly disagree; 1 persons belong to strongly
disagree.
SATISFACTION LEVEL TOWARDS THE AVAILABILITY OF MILK

Sr. No. Availability of Milk Preferred Respondents (%)
2 agree 80 44.4
4 disagree 3 1.7
Total 180 100.0
INFERENCE
Customers' Experience Related to Availability of Milk Preferred Out of 180

respondents; 68 persons belong to strongly agree with Availability of Milk; 80
persons belong to agree with Availability of Milk; 24 persons neither belong
Agree nor disagree with Availability of Milk; 3 persons belong to strongly
disagree with Availability of Milk; 5 persons belong to strongly disagree with
Availability of Milk.

SATISFACTION LEVEL TOWARDS THE SERVICES PROVIDED BY
MILK VENDOR

Sr. No. Services Provided by Milk Vendor Respondents (%)
2 agree 67 37.2
4 disagree 4 2.2
Total 180 100.0
INFERENCE
Customers' Experience Related to Services Provided by Milk Vendor Out of

180 respondents; 78 persons belong to strongly agree with Services Provided by
Milk Vendor; 67 persons belong to agree with Services Provided by Milk
Vendor; 27 persons neither belong Agree nor disagree with Services Provided
by Milk Vendor; 4 persons belong to strongly disagree with Services Provided
by Milk Vendor; 5 persons belong to strongly disagree with Services Provided
by Milk Vendor.

OVERALL SATISFACTION WITH PREFERRED CHOICE OF MILK
Overall Satisfaction with Preferred No. of Percentage

Sr. No. Choice of Milk Respondents (%)
1 highly satisfied 45 25.0
2 satisfied 120 66.7
3 somewhat satisfied 11 6.1
4 dissatisfied 2 1.1
5 highly dissatisfied 2 1.1
Total 180 100.0
(4.26.A) CUSTOMERS’ OVERALL SATISFACTION WITH

PREFERRED CHOICE OF MILK
INFERENCE
Customers' Overall Satisfaction with Preferred Choice of Milk Out of 180

respondents; 45 persons belong to highly Satisfied with their choice of Milk;
120 persons belong to Satisfied with their choice of Milk; 11 persons belong to
Somewhat Satisfied with their choice of Milk; 2persons belong to dissatisfied
with their choice of Milk; 2 persons belong to highly dissatisfied with their
choice of Milk.
(4.38) RESPONDENTS ARE CLASSIFIED ON THE BASIS OF THERE

ARE PREFERRED TO RECOMMEND THEIR CHOICE OF MILK TO
OTHERS
Customers' Prefer to Recommend their No. of Percentage

Sr. No. Choice of Milk to Others Respondents (%)
1 yes 149 82.8
2 No 31 17.2
Total 180 100.0
INFERENCE
Out of 180 respondents, 149 persons belong to prefer to recommend their

Choice of Milk to Others, and the remaining 31 persons not belong to prefer to
recommend their Choice of Milk to Others.
CHAPTER – V
FINDING, SUGGESTIONS & CONCLUSIONS

OF THE RESEARCH STUDY
 MAJOR FINDING OF RESEARCH STUDY
 CHI-SQUARE TEST
Chi-square test is applied to test the goodness of fit, to verify the

distribution of observed data with assumed theoretical distribution.
Therefore it is a measure to study the divergence of actual and expected
frequencies; Karl Pearson’s has developed a method to test the difference
between the theoretical (hypothesis) & the observed value.
 Chi – square test (X2) = (O – E)2 / E

 Degrees Of Freedom = V = (R – 1) (C -1)
Were,
 ‘O’ = Observed Frequency
 ‘E’ = Expected Frequency
 ‘R’ = Number of Rows
 ‘C’ = Number of Columns
 For all the chi-square test the table value has taken @ 5% level of
significance.
 HYPOTHESIS
Ho: various Factors considered by Respondent for choosing Milk is same.

H1: various Factors considered by Respondent for choosing Milk is not same.
Table (4.39)
Asymp.
Various influencing factors Chi-Square df
Sig.
Influence of Price on Customers' Choice of Milk 64.800a 1 .000
Influence of Taste of Milk on Customers' Choice of Milk 11.756a 1 .001
Influence of Availability of Milk on Customers' Choice of 8.022a 1 .005

Milk
Influence of Advertisement on Customers' Choice of Milk 172.089a 1 .000
Influence of Quality of Milk on Customers' Choice of 60.089a 1 .000

Milk
Influence of Packaging of Milk on Customers' Choice of 99.756a 1 .000

Milk
Influence of Health Consciousness of Customers' in 8.889a 1 .003

Choosing Type of Milk
Influence of Relatives & Friends on Customers' Choice of 30.422a 1 .000

Milk
Influence of Neighbours on Customers' Choice of Milk 115.200a 1 .000
Influence of Doctors on Customers' Choice of Milk 131.756a 1 .000
Influence of Family on Customers' Choice of Milk .200a 1 .655
Influence of Other People on Customers' Choice of Milk 102.756a 1 .000
a. 0 cells (.0%) have expected frequencies less than 5. The minimum

expected cell frequency is 90.0.
INFERENCE
Since “P” value is less than 0.5 so, the Respondent responses are significant
except influence of Family on customers’ choice of Milk, it means the factors
considered by respondent in choosing milk are different among selected
respondent. So, it means we reject Ho & accept H1.
 OTHER FINDINGS OF RESEARCH STUDY
Overall study of research paper reveals that majority of the people in society
preferred the branded milk of Amul for various reasons like best in Quality,
economical price, availability, standard Quality on regular basis, ISO
standard followed by Amul Dairy, Pasteurised Standardised Milk with
notification of FAT & SNF (standard Nutritional food information ) with
content of energy, Saturated Fat, cholesterol, Total Carbohydrate, Added
Sugar, Protein, Calcium, Phosphorus, Sodium, Thiamine, Riboflavin,
Niacin, Folic Acid, Vit. A. (Retinol) etc. These decisions of customers –
Consumers are influenced by awareness of Health consciousness – a major
guiding factor over and above price, Taste, Availability, Quality, Packaging
etc. now days the customers’ are highly educated to understand the
difference between branded product & non branded product. The news on
T.V. channel frequently alters on various counts including Quality of Milk
sold under non branded label.
 SUGGESTIONS
Based upon the study conducted, the following are the suggestions made to
improve the particular milk:
 Price should be Reasonable.
 Taste plays an important role for using the preferred milk. So all the
distributors should concentrate on the Taste and quality of the milk.
 Majority of the respondents says that the quality of the product makes
them to purchase the product consistently. So the distributer or service
vendor should consider the quality of the product.
 CONCLUSION
Majority of the Respondents are using Amul brand Milk because of its
superiority in quality, quantity, availability, taste, packaging & more
precisely the awareness of health consciousness in the society. I am of
opinion to use Amul brand milk only for the wellbeing of the society as a
whole of vadodara city.
LIMITATION
 The Research study mainly undertaken for vadodara city only.
 The Research Study carried out in the Vadodara city in the State of Gujarat;
hence this research work does not aim to cover the opinion of all the
consumers’ of particular milk.
 Findings can be applied to only select sample size and care must be taken
while applying to the other group of consumers’ particularly in a village in
remote place where every house has cow, buffalo, goat.
 This study is purely based on the responses received from the respondents.
 This study is carried out in a limited time span & limited Revenue budget.
BIBLIOGRAPHY
 BOOKS
 S. A. Sherlekar (reprint 1997); “Marketing mgt.”; Published by

Himalaya Publishing House.
 Leon G. Schiffman & Leslie Lazar Kanuk (2009); “Consumer
Behavior”; 9th edition, published by Dorling Kindersley (India)
Pvt. Ltd.
 G. C. Beri (2000); “Marketing Research”; 3rd edition, published by
Tata McGraw-hill Publishing company Limited.
 Philip Kotler & Kevin Lane Keller (2nd impression, 2007);
“Marketing Mgt.”; 12th edition, published by Dorling Kindersley
(India) Pvt. Ltd.
 For analyses the data I have used SPSS 17th Version.
 WEBLIOGRAPHY
 www.indiandairyindustry.com, Retrieved on 27/2/2010.

 http://www.gujaratguideonline.com/vadodara.html, Retrieved on
27/2/2010.
 http://en.wikipedia.org/wiki/Customer, Retrieved on 9/3/2010.
 http://en.wikipedia.org/wiki/Consumer, Retrieved on 9/3/2010.
 www. Scribd.com
 RESEARCH PAPER
A Sukumar (12/12/2009) “Brand Preference for Packaged Milk with

Special Reference to Gandhipuram Area” M.Phil, PGDCA, Coimbatore,
Tamil Nadu, India (www. Scribd.com, 27/2/2010)
ANNEXURE
 ROAD MAP OF VADODARA CITY
 LIST OF MAJOR ROOT OF MILK DISTRIBUTION OF BARODA
DAIRY
ROOT NO. AREA OF DISTRIBUTION OF MILK
01 Bajwa, Refinery
02 Gorwa
03 Alkapuri
04 Gotri
05 Iscon temple
06 Tandalja
07 Akota stadium
08 Nizampura, New Sama Road
09 Chanakyapuri, New Sama Road
10 Karelibaug
11 Harni Road
12 Warasia Road
13 Kishan wadi, New V.I.P. Road
14 Kishan wadi, Panigate
15 Sardar Estate, Ajwa road
16 Waghodia Road
17 Waghodia Road, Mogalwada
18 Ajwa road
19 Poonam Complex, Waghodia Road
20 Wadi Rangmahal
21 Wadi, Dabhoi Road
22 Main city including Mandvi
23 Raopura road, Kothi, Nagarwada, etc.
24 Salatwada, Karelibaug
25 Danteshvar
26 Tarsali
27 Sharad nagar, Makarpura
28 Maneja
29 Manjalpur
30 G.I.D.C.
31 Ilora park
32 Shubhanpura
33 Natubhai circle, Sayajigunj,etc.
SAMPLE QUESTIONNAIRE
Dear Sir / Madam:
I am Chirag Gandhi a student of T.Y.BBA (Marketing) from M. S. University,

Vadodara conducting a CONSUMER RESEARCH STUDY ON AMUL MILK
(marketed & distributed by Baroda dairy) V/S NON BRANDED MILK IN
VADODARA CITY.
This questionnaire is part of a research study being conducted by me. The aim
of the study is to analyze the consumer choice of the particular type of milk in
vadodara city. Any information provided would be used only for academic
purpose and kept confidential.
I. Personal profile:
Name of Respondent:-
Area of Residence:-
Age:-
Below 21 years
21-30 years
31-50 years
51 years & above
Gender :-
Male
Female
Occupation:-
House wife
Business
Service Class
Student
Retired
Other (Please Specify)
Family income (Per Month):-

less than Rs. 5000
5001-10000
10001-15000
More than 15001
Family member:-
1-3
4-6
More than 6
Children in family:-
No children
1-2
3-4
More than 4
What is your Monthly expenditure on milk consumption in Rupees?

<451
451-650
651-850
851-1050
More than 1050
II. Choice of milk:-

Which milk do you usually prefer in your family?
Amul milk
Non- branded (loose milk)
(If your answer is Amul milk go to question no. A, otherwise skip question no.
A & go to Question no. B)
A. Which kind of milk do you prefer?

Cow milk
Slim-n-trim milk
Shakti milk
Gold milk
B. Which type of unbranded milk do you prefer?

Cow milk
Buffalo milk
Goat milk
Other (Please specify)
Which of the following factor(s) influence(s) your choice of milk?
Price
Taste
Availability
Advertisement
Quality
Packaging
Health conscious
Which of the following people influence(ed) your choice of milk?

Relatives & friends
Neighbour
Doctors
Other (Please specify)
Have you ever shifted from loose milk to Amul milk or vice versa?
Yes
No
(If your answer is no, please skip question no. C)
C. If yes, Please encircle ANY ONE of the following numbers given
against each of the statements being the likely reasons that may
have influenced your choice of milk (1= Least Important; 2=
Unimportant; 3= Somewhat Important; 4= Important; 5= Most
Important).
Sr. Items Your Score

no.
1 Price rise 5 4 3 2 1
2 Lack of 5 4 3 2 1
availability
3 Taste 5 4 3 2 1
4 Inferior 5 4 3 2 1
quality
5 Health 5 4 3 2 1
conscious
Others (specify)
Do you feel that your preferred milk enhances the richness of Tea or
coffee?
Yes
No
Will you change the choice of milk if your family income level
increases?
Yes
No
Please encircle ANY ONE of the following numbers given against

each of the Items relating to your actual Experiences that represent
your feelings about the features for your preferred choice of milk
(*Actual Experience* = Degree of Excellence with which service is
provided. 1= Strongly Disagree. 2= Disagree. 3= Neither Agree or
nor Disagree. 4= Agree. 5= Strongly Agree).
Sr. Characteristics Actual Experience

No.
1 Price 5 4 3 2 1
2 Quality 5 4 3 2 1
3 Taste 5 4 3 2 1
4 Health 5 4 3 2 1
conscious
5 Availability 5 4 3 2 1
6 Service 5 4 3 2 1
provided by
vendor
(Please put a tick ( ) as the case may be)
Overall Satisfaction Experienced by you from your preferred choice

of milk.
Highly Dissatisfied
Dissatisfied
Somewhat Satisfied
Satisfied
Highly Satisfied
Would you prefer to recommend your choice of milk to others?

Yes
No

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CERTIFICATE OF RESEARCH GUIDE

Certified that the work incorporated in the Project titled “A Consumer

Place: Vadodara Dr. Madhusudan N. Pandya

 A BRIEF REVIEW ABOUT INDIAN

 DATA ANALYSIS AND

 FINDING, SUGGESTIONS &

4.15 INFLUENCE OF QUALITY ON CUSTOMERS' CHOICE OF

4.16 INFLUENCE OF PACKAGING ON CUSTOMERS' CHOICE

4.17 INFLUENCE OF HEALTH CONSCIOUS ON CUSTOMERS'

4.18 RELATIVES & FRIENDS ARE INFLUENCE (ED)

4.15.A CLASSIFICATION OF RESPONDENT ON THE BASES

4.18.A CLASSIFICATION OF RESPONDENT ON THE BASES

4.23.A CLASSIFICATION OF RESPONDENT ON THE BASIS

The researcher has selected a sample of 180 with convenience sampling

Marketing Research is the function which links the consumer,

Marketing research specifies the information required to address

 Customer also called client, buyer, or purchaser, is usually used

 Consumer is a broad label for any individuals or households that

 Every organization whether big or small needs to have a marketing

 The term “Brand Preference” means the preference of the

 Customer satisfaction is the individual perception of the

2. To obtain the opinion from selected customers’ about choice of milk

3. To obtain the opinion from selected customers’ of particular milk

4. To measure the overall opinion about satisfaction or dissatisfaction of

A BRIEF REVIEW ABOUT INDIAN DAIRY

FUTURE INDIA A DREAM OF SHRI SHRI MAHATAMA

 FOOD AND NUTRITIVE VALUE OF MILK

Milk is an almost ideal food. It has high nutritive value. It supplies

 MILK - ESSENTIAL FOR NOURISHMENT

 ORIGIN OF THE INDUSTRY

 PRESENT STATUS OF THE ORGANIZATION

India is the world’s largest milk producer, with output in 1999-2000

 WHITE REVOLUTION IN INDIA

Natural Resources Management was a rural development programme

 Increase milk production ("a flood of milk")

A BRIEF REVIEW ABOUT BARODA DAIRY

Production Finance Marketing H.R. System

Manager (FGS) Sr. Officer

Officer Sr. Asst.

Sr. supervisor Sr. Clark

Supervisor Jr. Clark

Logistics is the management of the flow of goods, information and other

In conclution the logistics of Baroda dairy is really simple yet

 QUALITY POLICY OF BARODA DAIRY

 SWOT ANALYIS OF BARODA DAIRY

 Baroda Dairy produces 306,744 liters of milk every day.

 Baroda Dairy has a very narrow organizational Structure.

 They have an opportunity to enter the chocolate, baby food powder

 Milk portfolio (2.3.A)

 Flavored milk (2.4.A)

 Butter Milk (2.7.A)

In the current marketing scenario in spite of cut throat competition from

 Market management is the process of planning and executing the

 Price is true amount of money or goods for which a thing is brought or

 It includes the comparative price of the product whose substitutes are

 There is no need of providing financing facility to its internal customers

Sales promotion consists of a variety of collection of the incentive tools.

 Customers’ satisfaction has been conceptualized in several ways. It

 Tejas G. Parekh and Tushar Sudarsanan MBA (Agri-Business) conducted

BEFORE UNDERTAKING RESEARCH WORK, I HAVE

 Title: – To study the influence of packaging affecting brand selection in

 To find out potential for new chocolate players