Professional Documents
Culture Documents
by
Declaration
I declare that the Project Report entitled “Report on consumer preference for packaged
milk” is a record of independent study carried out by me under the guidance of Mr.
Sameer Kulkarni. This has not been submitted previously for the award of Post-graduate
Mumbai.
Approval Sheet
Place: MUMBAI
Date: 22nd April 2009
4
Acknowledgement
I would first like to thank Mr. Sameer Kulkarni for guiding me through the project &
providing his valuable inputs on my work project and for the help he extended during the
project & for providing necessary inputs & information. His encouragement & support
helped me in going beyond the parameters of the project & coming up with this work.
I would also like to thank Dr. Prakash Mature in a special way for giving me this
Finally, I would like to thank Mr. Roshan Khundrakpam and all colleagues at
Chanakya Institute of Management Studies & Research for their help in providing the
necessary information & reports required for the project. This project is a credit to the
Abstract
This report is an incisive study of all the aspects of consumer preference towards the
packaged milk brand & Indian buying pattern, trends, lifestyle & their choice for
packaged liquid milk. The report aims to find out the different factors for preferring the
particular brand by consumers. The report also contains the SWOT analysis of Dairy
industry & the future prospects for dairy sector. The report completely based on the data
collected through the consumer survey. Chi-square test & graphical representation these
Additionally, the report emphasised on the relationship between the various personal
factors like age, gender, monthly family income, no. of members in family.etc. & various
consideration, taste, fat content, and packaging with preference for packaged milk.
It also examine major players of packaged liquid milk at Mumbai region & their market
share & major factors which influence the consumer to purchase a particular packaged
milk brand.
6
TABLE OF CONTENTS
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BIBLIOGRAPHY 63
Introduction
Dairy industry plays a dynamic role in India's agro-based economy. Dairy sector,
a big way today. Intimately interwoven with the socio-economic fabric of rural
people in India, dairying has played a crucial role in providing nutritional security
to the millions of households. It has also strengthened our economy all along by
sector. All this is substantiated by the fact that Livestock accounts for 4.36% of
India's total GDP and 24.72% of Agricultural GDP as of the figures available for
2007.
packaged milk, butter, cheese, yogurt, condensed milk, and skimmed milk powder
In India about 46 % of the total milk produced is consumed in liquid form and 47
% is converted into traditional products like cottage butter, ghee, paneer, khoa,
valued at Rs.470bn. The milk surplus states in India Uttar Pradesh, Punjab,
milk surplus states. The top 6 states together contribute for 58 percent in the
national production viz. Uttar Pradesh, Punjab, Madhya Pradesh, Rajasthan, Tamil
inevitable in our day-to-day life. Milk and other dairy products are the by-
It is estimated that around 20% of the total milk produced in the country is
cooperatives, private dairies and vendors. Also of the total produce more than
50% is procured by cooperatives and other private dairies. While for cooperatives
of the total milk procured 60% is consumed in fluid form and the rest is used for
manufacturing processed value added dairy products; for private dairies only 45%
is marketed in fluid form and the rest is processed into value added dairy products
Gone are the days when milk can be purchased only from milk vendors, but now
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. Several brands are available in the form of packet milk.
9
The term "Brand Preference" means the preference of the consumer for one
available in the market. Customer may be buyer or user. The choice of the
packaged milk.
The objective of the study is to find the brand preference for packaged milk
among consumers in Andheri. In this study the aims at analyzing the following
aspects:
1) To find out the brand preference for packaged milk in Andheri area among
2) To study the relationship between the various personal factors, such as quality,
3) To find out the different factors for preferring the particular brand.
4) To know the sources of information which provide about packaged milk from
the consumers?
10
7) To find out the awareness of the consumers about the packaged milk.
11
Significance of study
The preferred dairy animal in India is buffalo unlike the majority of the world
rural India, which caters to 72% of the total population, whereas the urban sector
with 28% population consumes 56% of total milk produced. Even in urban India,
as high as 83% of the consumed milk comes from the unorganised traditional
and branded pasteurised milk, valued at about Rs. 8,000 crores. Thus the
market size for packaged milk is more & still there is a chance of growth in
Several consumers in urban areas prefer to buy loose milk from vendors due to the
strong perception that loose milk is fresh, but consumers are now switching over
to packaged milk brands for health reasons. Today, people prefer to buy
the price across the season in local areas. Adulteration of milk with water, caustic
soda, and some whitening agents is a common complaint for the unorganised
sector.
12
The drivers for packaged milk are the increase in milk production, timely
Lifestyles and food habits are changing. People are willing to pay more for
India's dairy market is multi-layered. It's shaped like a pyramid with a vast market
for low-cost milk. The bulk of the demand for milk is among the poor in urban
areas whose individual requirement is small, maybe a glassful for use as whitener
for their tea and coffee. Nevertheless, it adds up to a sizable volume - millions of
litres per day. In the major cities lies an immense growth potential for the modern
sector. Presently, barely 778 out of 3,700 cities and towns are served by its milk
pasteurised milk.
According to one estimate, the packed milk segment would double in the next five
years, giving both strength and volume to the modern sector. The narrow tip at the
top is a small but affluent market for western type milk products like flavoured
been lately discouraging milk consumption, the Indian food habits will
ensure a negligible impact from this. Of the 3700 cities and towns in India,
only about 800 cities and towns are served by the organized milk sector.
have been on the rise over last two years. EBITDA margin was 12% for FY06 and
14% for the first 9 months of FY07. Expected EBITDA margins to stabilise at
sales value.
such as milk flavoured with real fruits (not with fruit essence), nutritional
products, and cultured milk products. These are likely to be low volume but high
that's biggest sales driver of food products worldwide and lately in India.
The bulk of the demand for milk is among the poor in urban areas whose
individual requirement is small, maybe a glassful for use as whitener for their tea
and coffee. Thus, there is an opportunity for organised sector to introduce small
Capital intensity of this business is low, net working capital is just around 4-6% of
sales. Receivable are almost zero as the entire sales take place on cash only. There
The company in its quest for innovation may tie up with international dairy majors
Export Potential
India has the potential to become one of the leading players in milk and milk
product exports.
Location advantage: India is located amidst major milk deficit countries in Asia
and Africa. Major importers of milk and milk products are Bangladesh, China,
Hong Kong, Singapore, Thailand, Malaysia, Philippines, Japan, UAE, Oman and
nearly 55% during the past year and were estimated at Rs 436 crore in 2007-08.
Packaged flavoured milk, Concentrated milk and cream products such as skimmed
milk powder continues to be the largest item of export, which together accounts
for nearly 78% of net milk and milk products exports during the year 2007-08.
The exports of skimmed milk power reached Rs 343 crore in 2007-08 as against
Rs 78 crore in 2001-02.
On the other hand butter, butter oil, ghee and other milk fat together accounted
for just over 10% of the net milk and milk product exports from India during
2007-08.
16
Strengths
• Availability of raw material: Abundant. Presently, more than 80 per cent of milk
channelization.
Weaknesses
milk long life. Surely, many new processes will follow to improve milk quality
• Lack of control over yield: Theoretically, there is little control over milk yield.
in milk yields.
facility make milk procurement problematic. But with the overall economic
only a matter of time before we see the emergence of a cold chain linking the
becoming tougher day by day. But then competition has to be faced as a ground
reality. The market is large enough for many to carve out their niche.
• Processing & packaging capacity: the current level of processing and packaging
Opportunities
value addition:
ice creams, paneer, khoa, flavoured milk, dairy sweets, etc. This will lead
o Addition of cultured products like yoghurt and cheese lend further strength
opportunities.
o Yet another aspect can be the addition of infant foods, geriatric foods and
nutritionals.
18
• Export potential: Efforts to exploit export potential are already on. Amul is
exporting to Bangladesh, Sri Lanka, Nigeria, and the Middle East. Following the
new GATT treaty, opportunities will increase tremendously for the export of agri-
• Rising awareness about hygiene standards and adulteration of loose milk has led
Threat
entering the private diary sector through tie ups with farmers, which indirectly
Reliance and Wal-Mart have already made an entry into this business by signing
deals with farmers to procure 7 lakh litres and 15 lakh litres of milk per day.
Dabur India is exploring the possibility of entering into the milk-based drink
segment.
• Threat from local vendors: 69 per cent of the households use loose liquid
loose milk from vendors due to the strong perception that loose milk is fresh.
• Tetra packaging: Tetra Pak is pushing its strengths - clean milk and long
shelf life. Milk in Tetra Pak packages can last several months unopened at room
temperature, which will tap the market of milk in traditional pouches, which again
force the organized sector to shift from traditional polythene pouches to tetra
packaging.
20
Region
Health”
Way”
Literature Review
Dairy
Milk and milk products is rated as one of the most promising sectors in the
processed food industry. India is the largest producer of milk in the world with
According to estimates by Dairy India, the size of the Indian dairy market is Rs 2,
2011. India’s total milk production is projected to cross 100 million tones by end
of 2007 according to the tenth five-year plan estimates. Milk and milk products
account for a significant 17% of India’s total expenditure on food. India is on the
comprising of large dairy plants processes about 13 million tones, whereas the
Milk and milk products is rated as the most promising sectors and is
expected to more than double by 2011.
Traditional dairy products are India’s largest selling and profitable segment and
accounts for more than 50% of milk and dairy products. With liberalization, the
As per estimates by dairy India 2007, by 2011 private dairies are slated to outpace
the cooperative sector and become the largest producers of milk in the industry.
Private dairies are likely to contribute double the quantity of milk that would be
Many corporate are planning a foray into the dairy business sensing the big
opportunity.
Reliance and Wal-Mart have already made an entry into this business by signing
deals with farmers to procure 7 lakh litres and 15 lakh litres of milk per day.
25
Dabur India is exploring the possibility of entering into the milk-based drink
segment. Yakult Danone plans to launch health drinks and yoghurts based on
probiotics bacteria. Amul has also forayed into the flavoured yoghurt segment.
26
The Indian consumers are noted for the high degree of value orientation. Such
orientation to value has labelled Indians as one of the most discerning consumers
in the world. Even, luxury brands have to design a unique pricing strategy in order
fact, extends to the extended family and friends as well. Brands with identities that
support family values tend to be popular and accepted easily in the Indian market.
Indian consumers are also associated with values of nurturing, care and affection.
These values are far more dominant that values of ambition and achievement.
Product which communicate feelings and emotions gel with the Indian consumers.
Apart from psychology and economics, the role of history and tradition in shaping
the Indian consumer behaviour is quite unique. Perhaps, only in India, one sees
traditional products along side modern products. For example, hair oils and tooth
The socialites
Socialites belong to the upper class. They prefer to shop in specialty stores, go to
clubs on weekends, and spend a good amount on luxury goods. They are always
looking for something different. They go for high value, exclusive products.
Socialites are also very brand conscious and would go only for the best known in
the market.
27
The conservatives
The Conservatives belong to the middle class. The conservative segment is the
reflection of the true Indian culture. They are traditional in their outlook, cautious
in their approach towards purchases; spend more time with family than in partying
and focus more on savings than spending. Slow in decision making, they seek a
lot of information before making any purchase. They look for durability and
They prefer high value consumer products, but often have to settle for the more
affordable one. These habits in turn affect their purchasing habits where they are
trying to go for the middle and upper middle level priced products.
The working woman segment is the one, which has seen a tremendous growth in
the late nineties. This segment has opened the floodgates for the Indian retailers.
The working woman today has grown out of her long-standing image of being the
equally good, if not better. Working women have their own mind in decision to
Over the years, as a result of the increasing literacy in the country, exposure to the
Today more and more consumers are selective on the quality of the
products/services.
This awareness has made the Indian consumers seek more and more reliable
sources for purchases such as organized retail chains that have a corporate
background and where the accountability is more pronounced. The consumer also
Indian consumers are now more aware and discerning, and are knowledgeable
about technology, products and the market and are beginning to demand benefits
manufacturers.
The Indian consumers are price sensitive and prefer to buy value for money
products.
Bulk Purchasing
Urbanisation is taking place in India at a dramatic pace and is influencing the life
The working urbanites are depending more on fast and ready-to-serve food, they
Bulk purchases from hyper stores seems to be the trend these days with purchasing
neighbourhood market/store/vendor.
The popular growing shopping trend among urbanities is purchasing from super
Trendy Lifestyles
The current urban middle and upper class Indian consumer buying behaviour to a
large extent has western influence. There is an increase in positive attitude towards
western trends. The Indian consumer has become much more open-minded and
western trend reaching the Indian consumer by way of the media and Indians
working abroad.
Foreign brands have gained wide consumer acceptance in India, they include
Beverages
Packed food
Ready to eat food
Pre-cooked food
Canned food
Personal care products
Audio/video products
Garment and apparel
Footwear
Sportswear
Toys
Gift items
30
Foreign brands vie increasingly with domestic brands for the growing market in
Indian consumers have also developed lifestyles which have emerged from
changing attitudes and mind sets; exposure to western influences and a need for
Top class, middle class and lower class are income related classifications of the
population and each of this class has its own consumption pattern.
A study in Mumbai has shown that certain milk dairies supplying milk to the city
Consumers are aware that there are at least ten to twelve major suppliers of milk
in the city, but rarely if ever do they get milk from the dairy of their choice from
manufacturer's milk to the doorstep, the most likely answer the consumer is likely
to get is that "in this area, that particular brand of milk is not available".
The real reason, however, is that there are major distributors in each area who
decide which brand of milk will sell in a certain area. The incentive for this
segregation varies again, from greater margins in the sale of the particular brand,
31
particular brand and the nitty-gritty of keeping multiple accounts with multiple
brands offered.
This act prevents the consumer the right of choice and the right to gauge for
Dilution of milk with water and then adding substances to it to make it thicker and
sweeter has now become a fine art with the milk mafia. Raids carried out by the
Food and Drugs Administration have revealed that the milk dropped at fixed
points is often carried away to nearby chawls and hutments, where a systematic
parallel adulteration industry works for a couple of hours to slice open the sealed
Consumers have no alternative to fight this 'group extortion' by the milk vendors
than to unite and insist on the milk brand of their choice. Multiple direct outlets by
the manufacturers will help in this fight to get the Mumbaikar his daily supply of
• Many prefer the taste and high buttermilk content of raw milk.
• They feel there are fewer health risks, and greater guarantee of quality
and/or consistency.
marked shift in preference from raw to packaged milk will probably only
consumption of both raw and packaged milk, benefiting both the unorganized
changes, though there are some interesting variations. How would consumers
• Raw milk-
Poor people attach such value to raw milk that they would not buy much
less if the price rose. Richer people are more likely to react to a rise in raw
• Pasteurized milk-
A price rise for pasteurized milk would have the opposite effect; higher-
packaged milk, and lower-income groups are more likely to buy less.
Limiting the availability of raw milk and thereby increasing its price
would not easily persuade poor people to reduce their consumption of raw
milk.
The consequent budgetary problems they would face might instead result
The bulk vending system for milk is not a new one. It is already there in places
like Delhi and Kolkata. So the concept of Any Time Milk is known. When we
were thinking of alternatives to pouch packing of milk and reaching out to the
adulteration is also taken care of, we thought that the bulk vending system should
be a good alternative. But when we studied the consumer behaviour in Delhi and
the fact that Mumbai consumers may not like to visit a milk booth for collecting
milk. If we have the same system of inflexible timings for Mother Dairy bulk
vending system as it happens in Delhi with two hours in the morning and two
hours in the evening, Mumbai consumers may not like it. We decided that in order
Mumbai where people coming from home and going back home is not a uniform
pattern. Some of them leave very early in the morning and return home early.
Some reach home very late. So we thought of making any time milk centre where,
whenever you have time you can come and collect your milk. That may give the
Recognising the growth potential of the Rs 200 crores packaged milk segment,
major players Amul, Nestle and Mother Dairy are stepping up their marketing
getting ready to export its packaged milk brands to Malaysia, Mauritius and
China, we will be exporting Amul milk to far east countries soon. We are already
On the other hand, Amul's rivals Nestle and Mother Dairy are fine-tuning their
marketing strategy to gain market share in the Indian market place. As for Nestle
carrying out direct consumer contact activities that focus on highlighting the
According to industry sources, Nestle India may decide to exit from the packaged
milk segment in India. However, the company spokesperson said that Nestle India
long term basis. "Nestle milk is not being debated for discontinuation but will
continue to be subjected to the normal review process like any other product for
compared to other milk products this year, mainly because FMCG majors are now
opting for high decibel advertising to promote their Tetra Pak brands.
"As these ads harp on the benefits of packaged milk brands over other milk
products, consumers are now switching over to packaged milk brands for health
reasons. On the other hand, leading retailers in Mumbai have a different view on
the growing popularity of milk in Tetra Pak. Gone are the days when consumers
unadulterated milk from malls like Big Bazaar. While Amul is doing well, Mother
Dairy is also picking up sales in the last few months," said retailers in east
Mumbai.
The prices of packaged milk brands of Amul have shot up by 8 per cent. The
dearer brands include Amul Shakti, Amul Taaza and Amul Gold. This comes in
the wake of a similar hike by Hindustan Lever Ltd and Colgate India.
The Rs 2 billion tetra pak milk segment is expected to register a 20 per cent
introduction of VAT, our category is now taxable. There is also a rise in the
packaging costs this year. So we have hiked the price of Amul Shakti from Rs 24
Methodology
This study aims to identify the impact of brand preference on packaged milk
among the consumers for its purpose data were collected by survey methods
size of the packaged milk and the reasons for preferring particular brand of
packaged milk.
Sampling:
Totally 44 respondents have been interviewed and the data have been
collected. The area of study has been restricted to Andheri area totally 44
The study of brand preference for packaged milk has been made through
asked to answer the question based upon their answer the classification of
the data.
Source of data:
The study is based on primary data only. The required information was
interviewing them.
39
Age of respondent:
Below 25 - Above
Preferred Brand 25 50 50 Total
Aarey 2 4 0 6
Warana 0 1 1 2
Amul 6 7 2 15
Mother Dairy 3 3 0 6
Mahanand 0 2 0 2
Other 1 8 4 13
Total 12 25 7 44
Degree of freedom: 10
P-value: 0.30360291
40
As per the age of respondent, 15 out of the 44 respondent are loyal to the Amul
brand & P-value is 0.30360291 > 0.05 therefore result is non-significant i.e.
relationship between age of respondent & their preferred brand is not up to the
level.
Degree of freedom: 12
P-value: 0.98359825
41
23 out of the 44 respondent are quality conscious & P-value is 0.98359825 which
age of respondent.
Degree of freedom: 14
P-value: 0.1026361
42
Aarey, Amul, Mahanand & other local packaged milk are the best alternatives for
Below Above
Have you ever changed your brand 25 25 - 50 50 Total
Yes 8 15 0 23
No 4 10 7 21
12 25 7 44
Reasons,
Price raise 1 2 0 3
Improper packaging 0 0 0 0
Lack of availability 6 8 0 14
More fat control 1 2 0 3
Poor quality 0 1 0 1
Poor Taste 0 1 0 1
Other 0 1 0 1
Total 8 15 0 23
Degree of freedom: 2
P-value: 0.00974501
23 out of the 44 respondents have changed their packaged milk brand due to the
lack of availability of preferred brand in market. P-value is 0.00974501 < 0.05 i.e.
Below 25 - Above
Preferred size of Packaged Milk 25 50 50 Total
44
250 ml 0 0 0 0
500 ml 5 11 3 19
1 litre 7 14 4 25
Total 12 25 7 44
Degree of freedom: 2
P-value: 0.99104038
14 out of the 25 respondents having an age between 25-50 years preferred 1 litre
respondent.
45
Below Above
Preferred Brand Awareness through 25 25 - 50 50 Total
Friends 2 5 0 7
Doctor 0 0 0 0
Advertisement 6 9 4 19
Shop keeper 3 8 0 11
Relatives 1 2 3 6
Other 0 1 0 1
Total 12 25 7 44
Degree of freedom: 8
P-value: 0.24209947
9 out of the 19 respondents have an age between 25-50 years well known about
their preferred brand through advertisement. P-value is 0.24209947 > 0.05 i.e.
Gender:
Degree of freedom: 5
P-value: 0.78908905
47
As per the gender of respondent, Amul is most dominant packaged milk brand
preferred by 15 respondents, out of those 11 respondents are male & 4 are female.
Degree of freedom: 6
P-value: 0.01340407
48
19 out of the 23 respondents are male & 4 are female who are quality conscious P-
respondent.
Degree of freedom: 7
P-value: 0.26989579
49
Most of the male are preferred Aarey, Amul, Mahanand & other local brand as
compared to the female & Amul is best alternative for male for their preferred
brand. P-value is 0.26989579 > 0.05 i.e. result is non-significant; therefore there
respondent.
Degree of freedom: 1
P-value: 0.04427614
50
Almost equally male & female have changed their preferred brand due to lack of
of respondent.
Degree of freedom: 1
P-value: 0.34278171
51
15 out of the 25 respondents are male used 1 litre size of packaged milk. P-value
Degree of freedom: 4
P-value: 0.13301012
16 out of the 19 respondents are male well known about their preferred brand
gender of respondent.
Degree of freedom: 10
P-value: 0.03073962
As per the monthly income of the family, again Amul is a most preferred brand
whose income is > 20,000 Rs / month & 6 out of the 13 respondent preferred local
brands whose income is between 10,001- 20,000 Rs / month because of the easily
availability of local brand with cheaper rate. P-value is 0.03073962 < 0.05 i.e.
Doctor 0 0 0 0
Other 0 0 0 0
Total 3 14 27 44
Degree of freedom: 12
P-value: 0.73183078
17 out of the 23 respondent whose monthly income is > 20,000 are more quality
Degree of freedom: 14
P-value: 0.49483322
The respondent whose monthly income is > 20,000 Rs. are equally considering
Aarey, Amul, Mahanand & local packaged milk are the best alternatives for their
preferred brand milk. P-value is 0.49483322 > 0.05 i.e. result is non-significant;
10,001 -
Have you ever changed your brand < 10,000 20,000 > 20,000 Total
Yes 2 5 16 23
No 1 9 11 21
3 14 27 44
Reasons,
Price raise 0 2 1 3
Improper packaging 0 0 0 0
Lack of availability 1 1 12 14
More fat control 1 2 0 3
Poor quality 0 0 1 1
Poor Taste 0 0 1 1
Other 0 0 1 1
Total 2 5 16 23
Degree of freedom: 2
P-value: 0.31411378
57
12 out of the 14 respondents whose monthly income is > 20,000 Rs are changing
Degree of freedom: 2
P-value: 0.9540874
58
16 out of 26 respondents having monthly income > 20,000 Rs. used 1 litre size of
income of family.
Degree of freedom: 8
P-value: 0.02110685
13 out of the 19 respondents have a monthly income > 20,000 Rs. well known
about their preferred brand through advertisement. P-value is 0.02110685 < 0.05
Aarey 0 6 0 6
Warana 1 1 0 2
Amul 6 9 0 15
Mother Dairy 3 2 1 6
Mahanand 1 1 0 2
Other 3 10 0 13
Total 14 29 1 44
Degree of freedom: 10
P-value: 0.25880272
61
As per the number of members in family, 9 out of the 15 respondents having 4-6
members & 6 respondents having 1-3 members in their family who preferring
Amul brand. P-value is0.25880272 > 0.05 i.e. result is non-significant; therefore
Degree of freedom: 12
P-value: 0.18481844
62
17 out of the 23 respondents having 4-6 members & 5 respondents having 1-3
members in their family who are quality conscious. P-value is 0.18481844 > 0.05
Degree of freedom: 14
P-value: 0.15711598
63
Aarey is best alternative brand for respondent having 4-6 members in their family.
Degree of freedom: 2
64
P-value: 0.15343166
11 out of the 14 respondents have 4-6 members in their family who changing their
500 ml 7 10 1 18
1 litre 7 19 0 26
Total 14 29 1 44
Degree of freedom: 2
P-value: 0.29834642
19 out of the 26 respondents having 4-6 members in their family used 1 litre size
of packaged milk for consumption. P-value is 0.29834642 > 0.05 i.e. result is
Friends 1 5 1 7
Doctor 0 0 0 0
Advertisement 7 12 0 19
Shop keeper 3 8 0 11
Relatives 3 3 0 6
Other 0 1 0 1
Total 14 29 1 44
Degree of freedom: 8
P-value: 0.46696025
12 out of the 19 respondents have 4-6 members in their family well known about
their preferred brand through advertisement. P-value is 0.46696025 > 0.05 i.e.
Findings
67
Amul brand.
conscious.
9 out of the 19 respondents having an age between 25-50 years well known
11 out of the 15 respondents are male who preferred Amul as a lead brand.
8 out of the 8 respondents are male preferred Amul as a best alternative for
9 out of the 14 respondents are male changing their preferred brand due to
15 out of the 25 respondents are male used 1 litre size of packaged milk.
68
16 out of the 19 respondents are male well known about their preferred brand
through advertisement.
in market.
13 out of the 19 respondents having a monthly income > 20,000 Rs. well
9 out of the 15 respondents having 4-6 members & 6 respondents having 1-3
17 out of the 23 respondents having 4-6 members & 5 respondents having 1-3
11 out of the 14 respondents having 4-6 members in their family changing their
19 out of the 26 respondents having 4-6 members in their family used 1 litre
12 out of the 19 respondents having 4-6 members in their family well known
Conclusion
• From the above findings, majority of the population in Andheri region are
from upper middle class & more conscious about the quality of packaged
milk.
• Most of the consumers preferred Amul as their regular brand in their diet.
• Amul & Aarey are the best alternatives for non-availability of their
preferred brand.
• More than 70% of the respondents are having > 20,000 Rs. monthly
income.
• Advertisement & Shopkeeper are the most important factors for the
• Monthly income of family & brand preference (high income level, more
advertisement)
72
Questionnaire
Personal details
1. Age :
Graduation
Below Graduation
5. Occupation : Housewife
Professional
Employed
Other (specify)
Brand Preference
Aarey Warana
73
control
Yes No
6. State the degree of satisfaction in the following (for your preferred brand)
1) Price
2) Quality
3) Taste
4) Packaging
5) Advertisement
74
Yes No
8. In case of non-availability of your preferred brand, what will be your next best
alternative choice? (Name it)
Yes No
Other (specify)
10. Name the substitute packaged milk brand for your regular milk brand with
reason.
Brand Reason
1)
2)
75
3)
11. Do you feel that your preferred brand of the milk enhances the richness of Tea
/ Coffee?
Yes No
12. Will you change the brand if your family income level is increases?
Yes No
No other alternative
14. Have you ever suggested your preferred brand of milk to your friends or
relatives?
Yes No
76
77
Bibliography
Books
Websites
http://www.dnaindia.com/report.asp?newsid=1239350
http://www.ilri.org/ilripubaware/uploaded%20files/SDP_BRIEF
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http://www.fnbnews.com/article/print.asp?articleid=15794
http://www.fnbnews.com/article/print.asp?articleid=16306
http://www.indiapackagingshow.com/news/newsfiles/262.htm
http://people.ku.edu/~preacher/chisq/chisq.htm
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