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VOLUME NO. 7 (2016), ISSUE NO. 11 (NOVEMBER) ISSN 0976-2183

CONTENTS
Sr. Page
TITLE & NAME OF THE AUTHOR (S)
No. No.
1. HRM PRACTICES AND EMPLOYEE ATTRITION: A GENDER CENTRIC ANALYSIS OF INDIAN BPO INDUSTRY 1
AMIT MALHOTRA & ADITYA GAUTAM
2. CONSUMER BRAND PREFERENCE TOWARDS PASTEURIZED PACKAGED MILK IN GUDALUR TOWN 6
DR. L. RAMESH & POORNIMA.S
3. ASSESSING THE POTENTIALITY OF RAINWATER HARVESTING SYSTEMS IN PUNE CITY 14
RAJESHWARI SHINDE & DR. VIJAYA S. NAWALE
4. PROFITABILITY ANALYSIS OF SELECTED AUTOMOBILE COMPANIES IN INDIA 20
ANAND R. & MARIA D’SOUZA
5. THE COMPARATIVE ADVANTAGE OF NORTH CYPRUS IN THE GREEN LINE TRADE: EMPIRICAL ANALYSIS 23
DURING PERIODS OF 2005- 2013
ZEHRA SENHAZ, FEHIMAN EMINER & OKAN VELI ŞAFAKLI
6. ANALYSIS THE INFLUENCE OF MACROECONOMIC VARIABLES ON JAKARTA COMPOSITE INDEX AND 31
SECTORAL INDEX STOCK RETURN
LIANITHA KURNIAWATI, DR. NOER AZAM ACHSANI & DR. LUKYTAWATI ANGGRAENI
7. INDUCEMENT OF WOMEN ENTREPRENEURS ON BEAUTY PARLOUR BUSINESS IN SIVAGANGA DISTRICT 38
THANGAM ALAGARSAMY & DR. S. GANAPATHY
8. A STUDY OF MARKETING MIX STRATEGIES ON THE INDIAN UPVC WINDOW MARKET 41
K. SATYA SUBRAM, DR. MOHAMMED NAVED KHAN & DR. CHETAN SRIVASTAVA
9. CONSUMER PERCEPTION TOWARDS MARKETING OF TANTEA PRODUCTS 47
S. DEEPA & M. JAYALAKSHMI
10. ANALYSIS OF EDUCATIONAL FINANCIAL SCHEMES FOR SCHEDULED CASTES AND SCHEDULED TRIBES 51
IN INDIA
SUSHMA NANDKUMAR BANSODE & DR. CA SUBHASH PRALHAD DESAI
11. PEER COACHING: A TOOL FOR CAREER DEVELOPMENT 54
CHANDRASHEKHAR CHOLLI, SREERAJ P S & DR. RAVINDER KAUR
12. FACTORS AFFECTING CONSUMER PERCEPTION TOWARDS BRANDED CLOTHES IN RURAL AREAS 57
AMANDEEP KAUR SANDHU & GAGANDEEP KAUR
13. COMPARATIVE ANALYSIS OF PRE AND POST-MERGER FINANCIAL PERFORMANCE WITH REFERENCE 61
TO IT SECTOR IN INDIA
ZOHRA BI
14. THE ART OF GIVING FEEDBACK IN COACHING: SIGNIFICANCE AND PERSPECTIVE 70
MANALI DAREKAR, MILKA SEBASTIAN & DR. RAVINDER KAUR
15. INVENTORY MANAGEMENT IN PAPER INDUSTRY: A COMPARATIVE STUDY IN SPML AND 74
INTERNATIONAL PAPER APPML
DR. YELLASWAMY AMBATI
16. CORPORATE SOCIAL RESPONSIBILITIES OF COMMERCIAL BANKS IN INDIA WITH SPECIAL EMPHASIS TO 79
SBI
AMALKUMAR.P
17. AUDIT PROCESS UNDER MGNREGA 82
KHEM RAJ
18. COMPETITIVE CHALLENGE OF CASHEW INDUSTRY IN ANDHRA PRADESH (WITH REFERENCE TO 85
PRAKASAM, EAST & WEST GODAVARI DISTRICTS)
P.V.V. KUMAR, T. SUSMITHA, P. YAMUNA & B. YAMINI
19. REGULATION OF E-COMMERCE IN INDIA 88
MAITRI TANDON
20. STRATEGY IMPLEMENTATION AS INTERVENING FOR COMPANY’S RESOURCES AND REGULATIONS IN 93
ORDER TO FORM BUSINESS PERFORMANCE [STUDIES IN UNIT BUSINESSES OF PT PERTAMINA
(PERSERO)]
ELFIEN GOENTORO
REQUEST FOR FEEDBACK & DISCLAIMER 97

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CHIEF PATRON
PROF. K. K. AGGARWAL
Chairman, Malaviya National Institute of Technology, Jaipur
(An institute of National Importance & fully funded by Ministry of Human Resource Development, Government of India)
Chancellor, K. R. Mangalam University, Gurgaon
Chancellor, Lingaya’s University, Faridabad
Founder Vice-Chancellor (1998-2008), Guru Gobind Singh Indraprastha University, Delhi
Ex. Pro Vice-Chancellor, Guru Jambheshwar University, Hisar

FOUNDER PATRON
LATE SH. RAM BHAJAN AGGARWAL
Former State Minister for Home & Tourism, Government of Haryana
Former Vice-President, Dadri Education Society, Charkhi Dadri
Former President, Chinar Syntex Ltd. (Textile Mills), Bhiwani

FORMER CO-ORDINATOR
DR. S. GARG
Faculty, Shree Ram Institute of Business & Management, Urjani

ADVISORS
PROF. M. S. SENAM RAJU
Director A. C. D., School of Management Studies, I.G.N.O.U., New Delhi
PROF. M. N. SHARMA
Chairman, M.B.A., Haryana College of Technology & Management, Kaithal
PROF. S. L. MAHANDRU
Principal (Retd.), Maharaja Agrasen College, Jagadhri

EDITOR
PROF. R. K. SHARMA
Professor, Bharti Vidyapeeth University Institute of Management & Research, New Delhi

CO-EDITOR
DR. BHAVET
Faculty, Shree Ram Institute of Engineering & Technology, Urjani

EDITORIAL ADVISORY BOARD

DR. RAJESH MODI
Faculty, Yanbu Industrial College, Kingdom of Saudi Arabia
PROF. SANJIV MITTAL
University School of Management Studies, Guru Gobind Singh I. P. University, Delhi
PROF. ANIL K. SAINI
Chairperson (CRC), Guru Gobind Singh I. P. University, Delhi

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DR. SAMBHAVNA
Faculty, I.I.T.M., Delhi
DR. MOHENDER KUMAR GUPTA
Associate Professor, P. J. L. N. Government College, Faridabad
DR. SHIVAKUMAR DEENE
Asst. Professor, Dept. of Commerce, School of Business Studies, Central University of Karnataka, Gulbarga

ASSOCIATE EDITORS
PROF. NAWAB ALI KHAN
Department of Commerce, Aligarh Muslim University, Aligarh, U.P.
PROF. ABHAY BANSAL
Head, Department of I.T., Amity School of Engineering & Technology, Amity University, Noida
PROF. V. SELVAM
SSL, VIT University, Vellore
PROF. N. SUNDARAM
VIT University, Vellore
DR. PARDEEP AHLAWAT
Associate Professor, Institute of Management Studies & Research, Maharshi Dayanand University, Rohtak
DR. S. TABASSUM SULTANA
Associate Professor, Department of Business Management, Matrusri Institute of P.G. Studies, Hyderabad
DR. JASVEEN KAUR
Asst. Professor, University Business School, Guru Nanak Dev University, Amritsar

FORMER TECHNICAL ADVISOR

AMITA
Faculty, Government M. S., Mohali

FINANCIAL ADVISORS
DICKIN GOYAL
Advocate & Tax Adviser, Panchkula
NEENA
Investment Consultant, Chambaghat, Solan, Himachal Pradesh

LEGAL ADVISORS
JITENDER S. CHAHAL
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CHANDER BHUSHAN SHARMA
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SUPERINTENDENT
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CONSUMER BRAND PREFERENCE TOWARDS PASTEURIZED PACKAGED MILK IN GUDALUR TOWN

DR. L. RAMESH
PRINCIPAL
BHARATHIAR UNIVERSITY ARTS & SCIENCE COLLEGE
GUDALUR

POORNIMA.S
RESEARCH SCHOLAR
BHARATHIAR UNIVERSITY ARTS & SCIENCE COLLEGE
GUDALUR

ABSTRACT
Milk is an essential commodity which is inevitable in our day-to- day life. Hardly in any human beings who does not taste milk throughout his life? India beings
basically agriculture country, milk and milk product are by-product of several million agriculturalists. Milk and milk products provide essential nutrition to all walks
of life. It provides livelihood to millions of small and marginal farmers in the state of TamilNadu. TamilNadu is an agricultural oriented State and majority of the
farmers owns cattle. All the products are named and identified by the reputed brands, yes brand is key signal to the consumer while they are selecting the products.
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. Consumers are mostly influenced by the marketing activities. Consumer behavior can be defined as the behavior that consumers display in searching
for, purchasing, using, evaluating and disposing of products and services that they expect will satisfy consumer needs and wants. To elaborate further, consumer
behavior focuses on how individuals make decisions to spend their available resources (time, money, effort) on consumption related items. That includes what they
buy? Why they buy it? When they buy it? Where they buy it? How often they buy it? How often they use it? How they evaluate it after the purchase? The impact of
such evaluations on future purchases, and how they dispose of it? The process starts much before the products have been acquired or bought. The objectives of the
paper are to identify the customer brand preference towards pasteurized packaged milk in Gudalur town the Nilgiris. In this work, 100 samples have been selected
and administered the statistical tools such as Chi-square test the researchers found that Income and age, marital status, educational qualification, occupation,
family member’s quality, price. The mediating factors for the brand loyalty which lead to the price and quality for the brand preferences.

KEYWORDS
milk, consumer behavior, consumer preference, brand, pasteurized packaged milk.

I. INTRODUCTION

M ilk is whitish liquid containing proteins, fats, lactose and various vitamins and minerals that is produced by mammary glands of all mature female mammals
after they have giving birth and serves as nourishment for their young. Cow milk generally contains between 3 and 4 g of fat/100 g, although values as
high as 5.5 g/100 g have been reported in raw milk. Milk and dairy product contain many nutrients and provide a quick and easy way of supplying these
nutrients to the diet within relatively few calories.
Milk, cheese and yogurt all provide the following beneficial nutrients in varying quantities.
(i) Calcium- for healthy bones and teeth
(ii) Phosphorous- for energy release
(iii) Magnesium- for muscle function
(iv) Protein- for growth and repair
(v) Vitamin B12- for production of healthy cells
(vi) Vitamin A-for good eyesight and immune function
(vii) Zinc-for immune function
(viii) Ribo flavin – for healthy skin
(ix) Folate- for production of healthy cells
(x) Vitamin C- for formation of healthy connective tissues
Iodine- for regulation of the body rate of metabolism (How quickly the body burns energy and the rates of growth)

CONSUMER PREFERENCE
Consumer preferences are defined as the subjective (individual) tastes, as measured by utility, of various bundles of goods. They permit the consumer to rank
these bundles of goods according to the levels of utility they give the consumer. Note that preferences are independent of income and prices. Ability to purchase
goods does not determine a consumer’s likes or dislikes

Consumer preference

Perceived product

Perceived price

Perceived place

Perceived promotion

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Consumer behavior can be defined as the behavior that consumers display in searching for, purchasing, using, evaluating and disposing of products and services
that they expect will satisfy consumer needs and wants. To elaborate further, consumer behavior focuses on how individuals make decisions to spend their avail-
able resources (time, money, effort) on consumption related items. That includes what they buy? Why they buy it? When they buy it? Where they buy it? How
often they buy it? How often they use it? How they evaluate it after the purchase? The impact of such evaluations on future purchases, and how they dispose of
it? The process starts much before the products have been acquired or bought. (Sachiffman L.G. and Kanuk L.L. (2008). Consumers’ lifestyles are influenced by
number of factors. Like culture, subculture, values, demographic factors, social status, reference groups, household and also the internal makeup of the consumer,
which are emotions, personality motives of buying, perception and learning. Consumers are also influenced by the marketing activities. (Malika Rani 2012). Hence
the study focuses on customer brand preference towards pasteurized packaged milk in Gudalur town the Nilgiris.

BRANDING OF DAIRY PRODUCTS

BRANDING
When a company brands a product, they determine its "personality." Creating a brand that is instantly recognizable and perceived positively is the ultimate goal.
Branding integrates components such as color, style and visual imagery to distinguish a company's products from the competition. Developing logos, slogans and
tag lines are all ways that marketers communicate a specific brand.
BRAND MANAGEMENT
Brand management is the application of marketing techniques to a specific product, product line, or brand.
BRAND EQUITY
It is a phrase used in the marketing industry to describe the value of having a well-known brand name, based on the idea that the owner of a well-known brand
name can generate more money from products with that brand name than from products with a less well known name, as consumers believe that a product with
a well-known name is better than products with less well known names. Another word for "brand equity" is "brand value".
Brand equity is one of the factors which can increase the financial value of a brand to the brand owner, although not the only one. Brand equity is strategically
crucial, but famously difficult to quantify. Many experts have developed tools to analyze this asset, but there is no universally accepted way to measure it. As one
of the serial challenges that marketing professionals and academics find with the concept of brand equity, the disconnect between quantitative and qualitative
equity values is difficult to reconcile. Quantitative brand equity includes numerical values such as profit margins and market share, but fails to capture qualitative
elements such as prestige and associations of interest. Overall, most marketing practitioners take a more qualitative approach to brand equity because of this
challenge.

DIFFERENT BRANDS OF DAIRY PRODUCTS

AAVIN
The Dairy Development Department was established in Tamil Nadu in the year 1958 to oversee and regulate milk production and commercial distribution in the
state. The Dairy Development Department took over control of the milk cooperatives. It was replaced by the Tamil Nadu Cooperative Milk Producers Federation
Limited in the year 1981.On February 1, 1981, the commercial activities of the Department such as Milk Procurement, Processing, and Chilling packing and sale of
milk to the consumers etc., hitherto dealt with by the TamilNadu Dairy Development Corporation Ltd., were transferred to the newly registered TamilNadu Co-
operative Milk Producers' Federation Limited, popularly known as "Aavin". Aavin is the trademark of the Tamilnadu Co-operative Milk Producers' Federation
Limited, a Tamil Nadu-based milk producer's union. The aim of Aavin is to procure milk, process it, chill it, pack and sell it to the consumers. Aavin comes from
Tamil meaning 'from cow'. So 'Aavin paal' translates to cow's milk.
The Tamilnadu Co-operative Milk Producers' Federation Limited is an apex body of 17 District Cooperative Milk Producers' Unions. The Federation has four dairy
plants at the following locations in Chennai - Ambattur with a capacity of 4.00 lakh liters per day, Madhavaram with a capacity of 3.00 lakh litres per day, Sholin-
ganallur with a capacity of 4.00 lakh litres per day, Ambattur - Product Diary. Its revenue in 2010 is $300 million. With many private companies entering the field
of dairy, the Tamil Nadu government is giving high priority to improve the performance of the cooperatives. Tamil Nadu is one of the leading states in India in milk
production with about 14.5 million litres per day. Aavin produces 4 varieties of milk Toned milk (3% Fat), Doubled toned milk (1.5%), Standardized Milk (4.5%), Full
Cream Milk (6%)
AMUL
Amul ("priceless" in Hindi. The brand name "Amul," from the Sanskrit "Amoolya," (meaning Precious) was suggested by a quality control expert in Anand.), formed
in 1946, is a dairy cooperative in India. Amul Gujarat Cooperative Milk Marketing Federation (GCMMF) is India’s largest food products marketing organization. It
is a state level apex body of milk cooperatives in Gujarat. It markets its array of products under brand name ‘Amul’. Amul products have been in use in millions of
homes in India and also exported all over the world since 1946 with a turnover of Rs. 52.55 billion in 2007-08. Today Amul is a symbol of high-quality products sold
at reasonable prices; of the genesis of a vast co-operative network, of the triumph of indigenous technology, of the marketing savvy of a farmers’ organization and
of a proven model for dairy development in India.
The Amul Pattern has established itself as a uniquely appropriate model for rural development. Amul has spurred the White Revolution of India, which has made
India the largest producer of milk and milk products in the world. It is also the world's biggest vegetarian cheese brand.
Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by some 3.1 million milk producers in Gujarat, India. Amul's product
range includes milk powders, milk, butter, ghee, cheese, Masti Dahi, Yoghurt, Buttermilk chocolate, ice cream, cream, shrikhand, paneer, gulab jamuns, flavoured
milk, basundi, Nutramul brand and others. In January 2006, Amul plans to launch India's first sports drink Stamina, which will be competing with Coca Cola's
Powerade and PepsiCo's Gatorade. In August 2007, Amul introduced Kool Koko, a chocolate milk brand extending its product offering in the milk products segment.
Other Amul brands are Amul Kool, a low calorie thirst quenching drink; Masti Butter Milk; Kool Cafe, ready to drink coffee and India's first sports drink Stamina.
Amul is the largest food brand in India and world's Largest Pouched Milk Brand with an annual turnover of US $2.2 billion (2010–11). Besides India, Amul has
entered overseas markets such as Mauritius, UAE, USA, Oman, Bangladesh, Australia, China, Singapore, Hong Kong and a few South African countries.
AROKIA / HATSUN
Hatsun Agro Product Limited is a public limited company that was founded by Mr. R.G.Chandramogan, who is also the present Chairman & Managing Director.
Hatsun, based in South India is the largest private sector dairy company in India and hence has a distinct advantage of dealing in cow's milk. In 1970, Hatsun began
with the pioneering effort of producing Arun ice-cream, which still continues to be the most popular ice-cream brand in South India.
When the market was ruled by unhygienic milk, Hatsun came up with Arokya - the standardized, homogenised and bacteria clarified milk. Arokya milk is still
unsurpassed in purity, thickness and quality and has made it one of the most preferred milk brands consumed by several hundred thousand households every day
and then came Hatsun Komatha. This product is Hatsun's proud contribution of a superior quality, lower fat milk which Hatsun calls Cow's milk. Komatha is the
perfect symbolization of the values and attributes of the provider of fresh milk - the cow. Hatsun started marketing fresh milk in pouches from 1993 and manu-
facturing dairy ingredients from 2003.
Today, Hatsun is a USD 250 million company, listed in the Mumbai Stock Exchange. Hatsun's Dairy Ingredients are processed at the state-of-the-art processing
technology run by people with strong technological capabilities. These, together with an innovative and flexible approach, enable it to manufacture a range of
high quality products. Hatsun has an annual production of 20,000 MT of Milk Powders and 11,000 MT of milk Fat at present.
Hatsun sources its milk with an ever watchful eye, always keen on quality. It is an enthusiastic and bustling activity when milk takes its first step in its journey to
the consumers homes. Hatsun handles a total 1.8 million litre a day. Hatsun's quest for quality starts at procurement, two times a day, 365 days of the year at over
a thousand collection centers, from more than a hundred thousand farmers.

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AROMA
Sri Mahalakshmi dairy was founded by Mr. R. Ponnuswamy, Chairman and Managing Director of the Aroma Sri Mahalakshmi Group of Food industries in the year
1972 and the brand name Aroma milk is a house hold name in the city of Coimbatore and Tiruppur. Sri Mahalakshmi dairy had a humble beginning in 1972 in a
small village called a Telugupalayam, nearby Coimbatore. The dairy was started with an ideological goal to serve the poor and Economically weaker dairy farmers
of Coimbatore Dist. and nearby Tiruppur dist. From the time the dairy started, it has served the farmer community with complete dedication and affection. The
farmers have developed an ever increasing loyalty to this organisation which is reflected in the yearly growth rate of the company.
Its product ranges are Full cream milk, toned milk, standardized milk, curd and ghee etc., It has developed good distribution network in Coimbatore dist, Erode
Dist, Tiruppur Dist, Dindigul Dist, The Nilgiri's Dist and Palakkad, Ottapalam, Trichur & Perunthalmanna of Kerala state.
CAVIN
Cavinkare's new dairy business Cavinkare Dairy Division is the new venture of CavinKare. Cavin's dairy products include milk, curd, ghee, butter, flavoured milk
etc. The first product, Cavin's milk was launched on 14th of january 2009. The milk procured from village farms is sent for processing at CavinKare's State-of-the
art dairy plant. Cavin's milk is freshly procured from the farmers and hygienically processed through state of the art technology under stringent quality standards
to retain its freshness and full nutritional value. Care is taken to reach the processed milk from the plant to consumers within 24 hours. This ensures the freshness
of Cavin's products when it reaches the market. Cavin's milk is available in different variants to suit the requirements of different age groups.
SAKTHI
P. Nachimuthu Gounder laid the foundation Treatment of the Sakthi Group. It was in 1921, P. Nachimuthu Gounder broke away from his traditional business of
hiring out bullock carts, into pioneering a passenger transport service. The Sakthi Group has spread its roots into Sugar, Industrial Alcohol, Effluent Treatment
Plant, Auto Components, Textiles, Transport, Finance, Beverages, Soya Products, Dairy Products, Synthetic Gems manufacture and Plantations.
DAIRY DIVISION
Sakthi milk is marketed in various towns of Tamil nadu and kerala. It is the second largest brand in kerala next to state owned co-operative brand. It is also
manufacturing and marketing value added milk products like Cream, ghee, butter, curd, sterilized flavored milk panner, buttermilk, etc. Attributing future growth
of the division the export of Sakthi to foreign countries has earned significant market response. Presently it is procuring and processing 1,10,000 litres of milk every
day. Liquid milk is marketed in various towns of Tamilnadu and Kerala carrying the brand name of “Sakthi Milk'. This division will be the thrust area for further
growth of the company and the potential for growth is immense. Products like butter, khoa, flavoured milk, yogurt, paneer and cheese are being planned for
introduction shortly. It has established good marketing network for dairy export demand both in Tamilnadu and in Kerala. It has increase substantially, giving more
margin.
Being the world’s largest producer and consumer of dairy products, India represents one of most lucrative dairy markets. At the outset with the emergence of
different brands of dairy products the demand for processed dairy products is expanding and is expected to keep doing so as cold supply chains and modern trade
continue to evolve. Increasing urbanization, exposure to gourmet foods and corresponding changes in consumer preferences, behavior and purchasing power are
the catalysts for the rise of processed dairy categories.

OBJECTIVES OF THE STUDY

1. To assess the level of consumer brand preference towards pasteurized packaged milk
2. To know the average expenditure on milk and dairy product of the consumer.
3. To identify the factors influencing in purchase decision in study area.
4. To identify the brand awareness, problems and level of satisfaction of the respondents in purchasing of various brands of milk and milk products.

LIMITATION OF THE STUDY

1. Due to limitation of time only few people would be selected for the study
2. The sample size for the study is 100 only.
3. The study is limited up to Gudalur town only.

REVIEW OF LITERATURE
(i) Rubaina1 (2010) conducted a research on the customer preference towards dairy products. The study made an attempt to identify the customer’s preference
towards dairy products and to know about the factors which influence the selection of different brands of dairy products. The study revealed that the company
should make survey to know the expectations of the consumers and produce that product in the manner so as to attract more customers towards their brand
and advertisement can be done through mass media to increase sales and to educate customers about the product
(ii) Nagapani2 in his study on the marketing aspects with special reference to Coimbatore district co-operative milk producer union limited made an attempt to
identify the reasons for low procurement of milk and to know about the demand in that area. The study found that the reason for low procurement in the areas
of shanmugapuram and sultanpet chilling centers was due to the competition in procurement from private dairies. The sale of milk in 500 ml sachet was found to
be high among the available size of sachets.
(iii) Radder and Natalie heather smith 3 conducted a study on milk marketing by selected dairy companies in port Elizabeth. The objectives of the study were to
determine consumers’ milk consumption patterns and factors which influence consumers’ milk consumption and to review the major competitors in the Port
Elizabeth. The study found that most of the respondents used milk for whitening of tea or coffee and they had the opinion that the milk was very healthy and it
was an enjoyable tasting beverage and they felt that quality, availability and freshness were the most influencing factors. The study also found that the increasing
competitiveness in the milk industry, including the no-name brand milk was forcing dairy companies to sell the milk at very low profit margins.
(iv) Abinesh 4 made a Comparative study on consumer behavior towards loose milk and packed milk. The objective of the study was to analyses the factors
influencing consumer behavior and the government intervention to change consumer’s preference from loose milk to packed milk. The study found that the
factors like quality, quantity, hygienic aspect and government intervention influence consumer behavior. Government agencies like, dairy development depart-
ment, Kerala co-operative milk marketing federation and the dairy cooperatives societies have to play an important role, to help the milk farmers on one hand
and consumer on the other hand. Further the efforts of Dairy development department and MILMA have to go a long way in the days to come to develop quality
milk procurement and marketing in Kerala
(v) Shanthi 5 in her doctoral research attempted to study on buyer behavior of urban household in fluid milk market with reference to Coimbatore district and
attempted to identify the fluid milk consumption and pattern of utilization by the households with respect to price, promotion and distribution of fluid milk.
The study found that the higher attitudinal strength was based on the selection of the brand of milk on fat content and other nutritional facts, the lower attitudinal
strength had resulted towards lack of assurance on continuous purchase of the same brand in the future. It was also found that the organized sector dairies
concentrate in marketing pasteurized branded fluid milk.

STATEMENT OF THE PROBLEM

Milk is an essential commodity in human life of Indian consumers. They prefer healthy and energy drinks for consumption. Milk and Dairy products are easily
available, it offered by number of milk brands. The main challenge for marketers is, to create the consumer loyalty by quality, freshness, odor and taste. Marketers
are necessary to know the consumers response towards their own brand milk and dairy products of its availability, acceptability and affordability. Aavin plays a
vital role in marketing. The success of the milk and milk product depends not only, the marketing but also the consumer preference pattern towards their product.

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To have better marketing the union needs a maximum inspiration from the consumer side. If marketing is done without the execution of consumer. It cannot run
successfully for a long period of time. So an analytical study is conducted based on consumer preference with regards to market of milk and milk product.

RESEARCH METHODOLOGY
AREA OF THE STUDY
Gudalur is a Municipality town and taluk in Nilgiris district in the Indian state of Tamil Nadu. As of 2011, the town had a population of 49,535. Gudalur is a
picturesque green valley on the way from Mysore to Ooty. It is a gateway to three states, Tamil Nadu, Kerala and Karnataka lying equidistant from both Kerala and
Karnataka. Though the history of the name has been lost, it is the place where all of the three states' boundaries meet. Some even say the name originated as
'Koodal'(Joining) in Tamil and 'Ooru'(Village),and Goodal+uru as a mysterious place. As the town is located 50 km from any other nearby bigger towns, Ooty,
Sulthan Bathery, and Gundalpet & Nilambur it can very well be called as the Joining-Place or Point.
HYPOTHESIS OF THE STUDY
There are significant relationships between the Income and age, marital status, educational qualification, occupation, family members and influences to buy of
the milk and milk products
METHODS AND DATA COLLECTION
The present study is based on both primary and secondary data. The study is mainly based on primary data. The primary data required for this study has been
collected from the consumer of various branded milk and milk products. The primary data has been collected through a well- structured questionnaire. The study
is also based on the secondary data. The secondary data required for this study has been collected from various books, journals and magazines related with Milk
and milk products.
(i) Simple Percentage Analysis
This is a method to compare two or more serious of data. It identifies the relationship between the data’s.
No. of Respondents
SAA =____________________x100
Total No of Respondents
Where SSA stands for simple average analysis
(ii) Chi- Square Analysis
In order to the chi- square test either as a test of goodness of fit or as a test to judge the significance of association between attributes, it is necessary that the
observed as well as theoretical or expected frequencies must be grouped in the same way and the theoretical distribution must be adjusted to give the same total
frequency.
X2 = (oij-Eij) 2
________
Eij
Where, Oij = observed frequency of the cell in i the row and j the column.
Eij = expected frequency of the cell in i the row and j the column.
RESEARCH DESIGN AND SAMPLE SIZE
(I) RESEARCH DESIGN: The Research design is the conceptual structure within which research is conducted; it The study notches the consumer brand preference
towards pasteurized packaged milk.
(II) SAMPLE SIZE: Most of them were preferred Aavin milk in day- to - day life. Out of this 100 respondents were selected.
(III) SAMPLING METHOD: The sampling method is Non-probability sampling under which convenience sampling technique were used.

ANALYSIS AND INTERPRETATION

The result of analysis and interpretation of empirical data based on the questionnaire of 100 respondents. The primary data is collected by the way of question-
naires from various age grouped and socio-Economic people of Gudalur Taluk of Nilgiris district, Tamil nadu. The questionnaire is prepared through the various
levels, awareness about brand, products and level of satisfaction of respondents. The profile of respondents include age, gender, marital status, place of resident,
educational qualification, occupation, family category, size of family, average age of family, monthly income. Percentage and Chi-square methods are using for
analysis and interpretation of data.
ANALYSIS OF DATA
TABLE 1: BRAND PREFERENCE
Brand name Total Percentage
Aavin 34 34
Amul 6 6
Arokia 12 12
Hat sun 6 6
Aroma 14 14
Cavin 10 10
Sakthi 4 4
Fresh 9 9
Nilgiris 3 3
Amrita 2 2
Total 100 100
Sources: Primary Data

FIGURE 1: BRAND PREFERENCES

Brand name

40
20
0

Aavin Amul Arokia Hatsun Aroma Cavin Sakthi Fresh Nilgiris Amirtha

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Table-1: Shows that majority (34 percent) of the respondents were preference Aavin brand milk and milk products, followed by, Aroma (14) percent Arokia (12)
percent, Cavin (10) percentage Fresh (9) percentage, Hat sun (6) percentage.
PERCENTAGE METHOD
TABLE 2: AGE OF THE RESPONDENTS
Age Name of the respondent Percentage
15-20 10 10
21-30 36 36
31-40 22 22
41-50 17 17
Above 50 15 15
Total 100 100
Sources: primary data
The Table 2 show the age wise classification of the 100 respondents, 10% of the respondents are belongs to the age group of 15-20 years. 36% of the respondents
are between the age group 21-30 years, 22% of the respondents are between the age group 31-40, and 17% of the respondents are between the age group 41-50
years and 15% of the respondents are belongs to the age group of above 50. Majority (36%) of the respondents are between the age group of 21-30 years.

FIGURE 2: AGES OF THE RESPONDENTS

Age of the respondents

15-20
36 21-30
31-40
41-50
22 Above 50
percentage

17
15

10

15-20 21-30 31-40 41-50 Above 50

Age

The Figure 2 show that the Majority 36% of the respondents is belongs to the age group between 21- 30.

TABLE 3: EDUCATIONAL QUALIFICATION OF THE RESPONDENTS

Educational qualification No of Respondent Percentage
Illiterate 12 12
School level 21 21
Graduate 47 47
Post graduate Above 20 20
TOTAL 100 100
Sources: of primary data
The table 3 shows the educational qualification of the 100 respondents, 12% of the respondents are illiterate, 21% of the respondents belongs to school level
education, 47% of the respondents have completed graduate level and 20% of the respondents belongs to post graduate and above.

FIGURE 3: EDUCATIONAL QUALIFICATIONS OF THE RESPONDENTS

Educational Qualification
47
50
Respondents

40
21 20
30
12 Illiterate
20
10 School level
0
Graduate
Postgraduate

Educational Qualification

The Figure 3 shows that the Majority 47 % of the respondents were graduates.

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TABLE 4: MONTHLY INCOME OF THE FAMILY
MONTHLY INCOME OF THE FAMILY NO OF RESPONDENTS PERCENTAGE
5,000 22 22
RS. 5,001-10,000 49 49
RS.10,001-20,000 17 17
MORE THAN 20,000 12 12
TOTAL 100 100
Sources: Primary Data
The table 4 shows the monthly income of the family of the 100 respondents, 22% of the respondents, whose monthly income ranges, are Rs. 5,000. 49% of the
respondents are earning monthly income between Rs. 5,001 to Rs. 10,000 17% of the respondents whose income ranges between Rs. 10,001 to Rs. 20,000 and
12% of the respondents are earning more than Rs. 20,000.

FIGURE 4: MONTHLY INCOME OF THE RESPONDENTS OF THE RESPONDENTS

Monthly Income

49
50
No of Respondents

40
30 22
20 17
12 5,000
10
0 Rs. 5,001-10,000
No of respondents
Rs.10,001-20,000
More than 20,000

Income

Figure 4 show that Majority 49% of the respondents who’s earning range between Rs. 5,001 to Rs. 10,000.

TABLE 5: SATISFACTION WITH QUALITY OF BRANDED PASTEURIZED PACKAGED MILK

Satisfaction with Quality of branded pasteurized packaged milk No of Respondents Percentage
Satisfied 86 86
Not satisfied 14 14
Total 100 100
Sources: primary data
The Table 5 shows that the satisfaction with quality of branded pasteurized packaged milk of the 100 respondents. It indicates 86% of the respondents are satisfied
with quality of milk and rest 14% of the respondents are said that not satisfied with quality of milk. Majority (86%) of the respondents are satisfied with quality of
milk.
FIGURE 5: SATISFACTION WITH THE QUALITY OF BRANDED PASTEURIZED PACKAGED MILK

Satisfaction with the qualityof branded milk

14

86

Satisfied Not satisfied

Majorities 80% of the respondents are satisfied with quality of milk.

TABLE 6: SATISFACTION LEVEL ON PRICE OF THE BRANDED PASTEURIZED PACKAGED MILK

Satisfaction with price of Branded pasteurized packaged milk No of Respondent percentage
Strongly Agree 12 12
Agree 32 32
Normal 40 40
Disagree 06 06
Strongly disagree 10 10
Total 100 100
Sources: primary data
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Table 5: reveals the satisfaction level of price of the Branded pasteurized packaged milk of the 100 respondents. It indicates 12% of the respondents are strongly
agree with the price with milk 32% of the respondents are agree with the price of Branded milk 40% of the respondents are specified the normal as the price of
milk 6% of the respondents are disagree with the price of milk and remain 10% of the respondents are strongly disagree with the price of the milk.

FIGURE 6: SATISFACTION LEVEL ON PRICE OF THE BRANDED PASTEURIZED PACKAGED MILK

Satisfaction level of price of Branded milk

40
40
32
35
No of the respondents

30
Strongly Agree
25
20 Agree
12
15 10 Normal

10 6 Disagree

5 Strongly disagree

0
Strongly Agree Normal Disagree Strongly
Agree disagree
Satisfaction level of price

Figure 5: Show that Satisfaction level on price of Pasteurized packaged milk. Majorities (40%) of the respondents are satisfied with the level on price of milk.
CHI-SQUARE TEST
TABLE 7: LEVEL OF SATISFACTION BASED ON PLACE OF RESIDENCE
Level of satisfaction
Level of Residence Highly satisfied Satisfied Dis -satisfied Total
Village 20 45 3 68
Town 5 23 4 32
Total 25 68 7 100
Ho: There is no significant relation between place of resident and level of satisfaction
O E O-E (O-E)2 (O-E)2/E
20 17 3 9.0 0.53
45 46.24 -1.24 1.5 0.03
3 4.76 -1.76 3.1 0.65
5 8 -3 9.0 1.13
23 21.76 1.24 1.5 0.07
4 2.24 1.76 3.1 1.38
Total:3.8
Degree of Freedom: 2
Calculated χ2 Value: 3.8
Table value: Five percent level- 5.99
The above table indicates that the level of satisfaction based on place of residence of 100 respondents, 68 respondents are residing at village. From this table 20
respondents are highly satisfied, 45 respondents are satisfied and rest 3 respondents are dissatisfied. 32 respondents are residing at town. From this, 5 respondents
are highly satisfied, 23 respondents are satisfied and remain 4 respondents are dissatisfied.
Thus it inferred that 20 respondents are highly satisfied, under the place of resident out of 68 village residents and total of 100 respondents. Chi- square value is
less than the table value at five percent level. Hence the hypothesis is accepted. There is no significant relation between place of resident and level of satisfaction
of branded milk. Thus, two attributes such as place of resident and level of satisfaction are not associated and interdependent.
TABLE 8: LEVEL OF SATISFACTION BASED ON GENDER
Level of satisfaction
Gender Highly satisfied Satisfied Dis -satisfied Total
Male 19 10 3 32
Female 41 23 4 68
Total 60 33 7 100
Sources: Primary Data
Ho: There is no significant relation between Gender and level of satisfaction
O E O-E (O-E)2 (O-E)2/E
19 19.2 -0.2 0.04 0.002
10 10.56 -0.56 0.3136 0.030
3 2.24 0.76 0.5776 0.258
41 40.8 0.2 0.04 0.001
23 22.44 0.56 0.3136 0.014
4 4.76 -0.76 0.5776 0.121
Total 0.426
Degree of Freedom: 2
Calculated χ2 Value: 0.426
Table value: Five percent level- 5.99
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The table 7 indicates the level of satisfaction based on gender of 100 respondents, 32 respondents are Male. From this table 19 respondents are highly satisfied,
10 respondents are satisfied and rest 3 respondents are dissatisfied. 68 respondents are female. From this, 41 respondents are highly satisfied, 23 respondents
are satisfied and rest 4 respondents are dissatisfied. Thus it inferred that 41 respondents are highly satisfied, under the female category out of 68 female respond-
ents and total of 100 respondents. Chi- square value is less than the table value at five percent. Hence the hypothesis is accepted. There is no significant relationship
between gender and level of satisfaction of pasteurized packaged milk. Thus, two attributes such as gender and level of satisfaction are not associated and inde-
pendent.

FINDINGS
1. Majority 36% of the respondents belongs to the age group between 21-30.
2. 47% of the respondents were Graduates.
3. 49% of Respondents earning range is between 5,001 to 10, 000.
4. Majority 86% of the Respondents were satisfied with the Quality of pasteurized packaged milk.
5. 40% of the Respondents are normal in the satisfaction level on the price of the branded milk.

SUGGESTIONS
1. The consumer is the king in the market. So all the consumers are wanted more awareness about their branded milk; they are educated or uneducated. The
milk producers have to improve promotional activities, it establishes their brand among consumers, it induces sale and build image of milk.
2. 86% respondents are satisfied with the quality of milk. Many respondent’s opinion that the price of the products is high. They expect the reduction of price
of product. The price of products where create a positive word-of-mouth communication that improves results of sale.
3. All branded milk make effort to satisfy all their consumers. It may provide with less cost, extra taste, easy availability, and perish ability of the products,
festival offers and free gift coupons while the consumers purchase the products

CONCLUSION
This study is aims to focuses on consumer preference towards pasteurized packaged milk in Gudalur residents. Generally, the consumers change their attitude
frequently on the basis of new trend and fashion. In selected 100 Respondents nearly 34% of the respondents preferring to purchase Aavin milk. Milk producers
must meet consumers' demand for milk when there is demand in order to remain competitive. They well know their needs and wants, so gather information about
products and also compare its price, quality, taste and other attributes. If the consumers are not satisfied they shift one brand to another brands. However, the
data shows the consumers buy the Aavin milk for its quality and taste. It has to be point out that milk consumers prefer taste over than the price. Many respondents
feel the price of Aavin products is too high than other brands. If the Aavin take necessary steps to satisfy their consumers, it creates invariant place in mind.

REFERENCES
1. Rubaina, (2010) “A study on customers preference towards dairy products”, April.
2. Nagapani L “A study on the marketing aspects with special reference to Coimbatore district cooperative milk producer union limited” 1998.
3. Dr. Radder. L and Natalie heather smith, “A Study on milk marketing by selected dairy companies in port Elizabeth” Dec. 1999.
4. Abinesh, “A Comparative study on consumer behavior towards loose milk and packed milk”, 2004
5. Shanthi, “A study on Buyer behavior of Urban Household in fluid milk market with reference to Coimbatore district”, July 2005.
6. www.Aavin.com
7. www.agritech.tnau.ac.in
8. www.nddb.org
9. www.dairytechindia.in

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REQUEST FOR FEEDBACK

Dear Readers

At the very outset, International Journal of Research in Commerce & Management (IJRCM) acknowledges &
appreciates your efforts in showing interest in our present issue under your kind perusal.

I would like to request you to supply your critical comments and suggestions about the material published
in this issue, as well as on the journal as a whole, on our e-mail [email protected] for further improve-
ments in the interest of research.

If you have any queries, please feel free to contact us on our e-mail [email protected].

I am sure that your feedback and deliberations would make future issues better – a result of our joint effort.

Looking forward to an appropriate consideration.

With sincere regards

Thanking you profoundly

Academically yours

Sd/-
Co-ordinator

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INTERNATIONAL JOURNAL OF RESEARCH IN COMMERCE & MANAGEMENT 14

A Monthly Double-Blind Peer Reviewed (Refereed/Juried) Open Access International e-Journal - Included in the International Serial Directories
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VOLUME NO. 7 (2016), ISSUE NO. 11 (NOVEMBER) ISSN 0976-2183

INTERNATIONAL JOURNAL OF RESEARCH IN COMMERCE & MANAGEMENT I

A Monthly Double-Blind Peer Reviewed (Refereed/Juried) Open Access International e-Journal - Included in the International Serial Directories
http://ijrcm.org.in/