AWARENESS ABOUT HERITAGE MILK:

Table: 1 showing sources of knowledge about Heritage milk

Source No of Respondents Percentage (%)
Advertisements 22 16
Friends 10 7
Retailers 39 27
Point of purchase 71 50
Total 142 100

Fig: 1 showing sources of knowledge about Heritage milk

60
50
No of respondence(%)

50
40
27
30
20 16
7
10
0
Advertisements Friends Retailers Point of
Purchase
Source

Source: Primary data

INTERPRETATION:

The above table shows that 50% of the respondents know about the Heritage
milk through point of purchase display, containing wall paintings, display of the milk
packets in front of the shop and display of milk credits by the company. 27% through
retailers 16% of the respondents know about the company through advertisements, 7%
through friends.
TIME BEING USED HERITAGE MILK:

Table: 2 showing time being used Heritage milk

Time period No. Of respondents Percentage (%)

Days 33 23
Months 38 27
Years 71 50
Total 142 100

Fig: 2 showing time being used Heritage milk

80
No.of respondents(%)

50
70
60
50
27
40 23
30
20
10
0
Days Months Years
Time period

Source: Primary data

INTERPRETATION:

From the above table show that 50%respondents are regular customer of
Heritage milk from the past so many years, where as 27%respondents are using
few months. And 23% respondents are started using heritage milk in past days.
CONSUMPTION PER DAY:

Table: 3 showing customers consumption per day

Liters No. Of respondents Percentage (%)

0.5liters 24 17
1liters 67 48
1.5 liters 30 21
2 and more above 21 14
Total 142 100

Fig: 3 showing customers consumption per day

80
70 48
No.of respondents(%)

60
50
40
21
30 17
14
20
10
0
0.5liters 1liters 1.5 liters 2 and more
above
Liters

Source: Primary data

INTERPRETATION:

From the above table show that 48%are consuming one- liter, 21% are consuming
one half-liter 17% of the respondents are consuming half-liter milk per day, and only
14% are consuming 2 or more than two liters. Because the consumption is depending
upon the family size

VARIANTS OF MILK USED BY CUSTOMER:

Table: 4 showing variants of milk consumed by the consumers

Type of milk No. Of respondents Percentage (%)

Toned milk 101 71
Whole milk 20 14
Double toned milk 17 12
Cow milk 4 3
Total 142 100

Fig: 4 showing variants of milk consumed by the consumers

 120
71
100
No.of respondents(%)
80
60
40
14 12
20
3
0
Toned milk Whole milk Double Cow milk
toned milk
Milk
Source: Primary data

INTERPRETATION:

From the above table shows that 71%of the respondents are preferred toned milk
14% of the respondents are using whole milk 12% are using Double toned milk, only 3%
of respondents prefers Cow milk. According to the customers tastes and preference they
are chosen different variants of milk. Another reason is that these variants of milk are
packed with different Fat, NSF percentages.
Thus, Customers prefer Toned milk mostly for their consumption.

CONSIDARABLE FEATURES OF CONSUMERS:

Table: 5 showing considerable features of consumers

 Attributes No. Of respondents Percentage (%)
Price 5 3
Quality 110 78
Brand name 27 19
Total 142 100

Fig: 5 showing considerable features of consumers

120
78
100
No.of respondents(%)

80

60

40
19
20
3
0
Price Quallity Brand
name
Attributes

Source: Primary data

INTERPRETATION:

Form the table it is clear that most of the consumers are looking for quality.
78% of the consumer’s preferred quality, 19% respondents considered Brand image, only
3% of respondents considered about prices of milk. Quality refers to the taste, freshness,
packing.

INFLUENCE OF PRICE:

Table: 6 showing customer opinions on prices of milk

Opinion No. Of respondents Percentage (%)
Low 0 0
Medium 83 59
High 59 41
Total 142 100

Fig: 6 showing customer opinions on prices of milk

90
59
80
NO.of respondents(%)

70
41
60
50
40
30
20
10
0
0
Low Medium High
Scale

Source: Primary data

INTERPRETATION:

From the 142 respondents 59% of respondent’s opinion is that the price of
the Heritage milk is medium. None of the consumers are of the opinion that the price of
milk is low, 41% of the respondents are saying that the prices of Heritage milk are very
high. Because as the company is paying maximum support price to the farmers and
increase of the transportation cost. So prices of heritage milk are competitive.

QUALITY OF MILK:

Table: 7 showing customer opinions on quality of Heritage milk

Quality No. Of respondents Percentage (%)

Excellent 84 60
Good 41 29
Average 17 11
Poor 0 0
Total 142 100

Fig: 7 showing customer opinions on quality of Heritage milk

 90
60
80

70

No.of respondents(%) 60

50
29
40

30

20 11

10
0
0
Excellent Good Average Poor
Quality

Source: Primary data

INTERPRETATION:

From the above table shows that 60% of consumers opined that the quality of
Heritage milk is Excellent, 29% respondents that it is good, 11% are average, none of
them say poor.

Hence, it can be concluded that most of the customers feel Excellent with the quality of
Heritage milk.

CONSUMERS OPINION ON FRESH MILK:

Table: 8 showing consumers opinion on fresh milk

Response No. Of respondents Percentage (%)
Strongly agree 29 20
Agree 103 73
 Disagree 10 7
Strongly disagree 0 0
Total 142 100

Fig: 8 showing customers opinion on fresh milk

No.of respondents(%)

120
73
100
80
60
40 20
20 7
0
0
Strongly Agree disagree Strongly
agree disagree
Freshness of milk

Source: Primary data

INTERPRETATION:

The table shows that the 93% customers agreed that fresh milk is available in the
market it means Heritage foods supply everyday fresh milk with labels display of date,
month, year. Only 7% of the customers are not satisfied with freshness of milk

Therefore it can be seen from the table that most of the customers feel that Heritage
milk is available freshly

AVAILABILITY OF HERITAGE MILK IN THE MARKET:

Table: 9 showing availability of Heritage milk in the market

 Response No. Of respondents Percentage (%)
Strongly agree 10 7
Agree 121 85
Disagree 8 5
Strongly disagree 3 2
Total 142 100

Fig: 9 showing availability of Heritage milk in the market

140
85
120
No.of respondents(%)

100

80

60
40

20 7 5 2
0
Strongly Agree disagree Strongly
agree disagree
Opinion of consumers

Source: Primary data

INTERPRETATION:

The above table show that 85% of respondents are agree with the statement that
Heritage milk is easily available in the market,7% strongly agree, 5% respondents
disagree agree, Only 2% respondents are strongly disagreeing with the statements.
Because of company followed good supply chain process and timings followed exactly.
Where as cooperation between top management to lower level management is good.

CUSTOMER OPINION ABOUT CHANNEL OF DISTRIBUTION:

Table: 10 showing customer opinions about channel of Distribution

Channel No. Of respondents Percentage (%)

Door delivery 81 57
Purchase from Retail shop 21 15
Purchase form Agents 34 23
Purchase from Company outlets 6 5
Total 142 100

Fig: 10 showing customer opinions about channel of Distribution

90
57
80
No.of respondents(%)

70
60
50
40 23
30 15
20
10 5
0
Door delivery Purchase from Purchase form Purchase from
Retail shop Agents Company
outlets
Channel

Source: Primary data

INTERPRETATION:
 From the above table shows that 57% of the customer preferred the door delivery
channel as the best option. Where as 15% opined purchasing from agents, 23% are
purchasing in at retail shops, 5% of respondents purchase from company outlets. Because
of company have more milk outlets through entire city.

Thus, it can be conclude by saying that customers feel door delivery channel as the best
option in purchasing milk

ATTRIBUTES OF HERITAGE MILK:

Table: 11 Showing Attributes of Heritage milk

Factor No. Of respondents Percentage (%)

Flavour 12 8
Freshness 44 31
Taste 57 41
Brand image 29 20
Total 142 100

Fig: 11 Showing Attributes of Heritage milk

 60
41

50
No.of respondents(%) 31

40

20
30

20
8
10

0
Flavour Freshness Taste Brand image
Factors

Source: Primary data

INTERPRETATION:

From the above table it is clear that out of 142 respondents 41% respondents are
saying that taste is the plus point of Heritage milk, 31% are saying that Freshness is
positive factor of Heritage milk, 20% of respond to Brand image of Heritage milk. 8% of
respondents to Falvour in milk. Because in customer point of view company have good
brand image. Where as milk taste is excellent .because the company take more quality
measures like ISO- 9001, 22,000.These are the standards tells the real quality of milk.

CUSTOMERS INTERST IN DAIRY PRODUCT:

Table: 12 showing Customers interest in Dairy products

Products No. Of respondents Percentage (%)
Ice-creams 15 11
Flavoured milk 27 19
Doodhpeda 21 15
 Butter milk 11 8
Curd 12 8
Panner 11 8
All the above 45 31
Total 142 100

Fig: 12 indicate the customer interest in Dairy products

No.of respondents(% )

Ice-creams

Ice-creams
Flavoured milk
11
All the above
Doodh peeda
31 Flavoured milk
19 Butter milk

Curd

Panner
Doodh peeda Panner
8
Curd Butter milk 15
8 All the above
8

INTERPRETATION:

From the above table shows that 31% of customers preferred and interest to use
in all dairy products, 19% preferred Flavour milk, 15% prefers Doodh peda, 11%
respondents preferred to buy Ice creams 8% responds to Buttermilk, curd, Panner
respectively. Because the dairy products are very fresh and healthy. And most of the
customers are likely to buy curd and butter milk for their daily needs. Panner is a
vegetable items mostly used in cooking purpose. Ice-creams are attracting the children’s.
Where as Flavoured milk is a milk which indicates different flavours like sweet, Badam,
pista, strawberry etc.

AWARE OF HERITAGE PARLOURS:

 Table: 13 showing customers aware of Heritage Parlours

Response No. Of respondents Percentage (%)

Aware 90 64
Not aware 52 36
Total 142 100

Fig: 13 showing customers aware of Heritage Parlours

60
64
No of respondence(%)

50

40 36

30

20

10

0
Aware Not aware
Response

Source: primary data

INTERPRETATION:

Form the above table shows that most of the customers (64%) are aware of
Heritage parlours, introduced by Heritage Company. Only 36% of customers not aware
of Heritage parlours. Because company has less advertisements in the market. They have
chosen only print media i.e. is only pamphlets for advertising to promote their products in
to the market segments. Because the amount invest on Heritage parlour is very less.