A Study on Consumer Behavior towards various brands of Dairy products

with special reference to Sriperumbudur town in Kancheepuram District

A first review report

Submitted by: Siva Chithambaram S Roll No: 1722MBA0428 Reg No: 68217200085

1.NEED FOR THE STUDY:

 This study will help us to know the consumer behavior towards branded dairy
products such as ghee, paneer, butter,etc.

 This study will help us to understand the need and their demand in the market.

 It helps to improve the sales with the help of survey.

 It is important to understand to choice of consumer towards dairy products.

2.REVIEW OF LITERATURE:

(Dr.S.Sivasankaran and Dr.R.Sivanesan 2013) determines how far the consumers are
satisfied with the overall performance of the branded milk producers. Now the dairy industry is
facing tremendous competition with many private companies enter into this field. In order to
sustain in the market by giving better service, a company should always try to find out the
satisfaction level of the consumers and should take all necessary steps and measures to retain the
customers. Today, almost all the people are consuming milk and milk products. Whereas Brand
preferences of the rural and urban consumers are differ. Some buyers are totally brand loyal,
buying only one brand in a product group. Most of the buyers switch over to other brands.

D. (Nidhyananth, S.Sugapriya 2013) depicts that Aavin milk has a good reputation
among the customers so it can be extended supplying product towards the customer demand for
and availability in markets must maintained for the consumer to stay in the same Aavin brand.
(T. Ravi chandran, and G. Arumugasamy 2013) the researcher indicated that the
majority of the milk consumers prefer fresh milk. There is the high demand for Arokya milk in
Nagercoil town and it is a positive sign for Local and National brands. They can promote their
products by effective advertising, improved quality and by keeping a check on the price.

(C. Jothi Mary 2013) said that marketing concept starts with the consumer needs and
behaviour in meeting these needs. Therefore every person depends on basic needs. The real
problem is to learn what a customer takes into consideration when he chooses a particular brand.
Such a study is concerned with consumer behavior. A consumer is not someone to argue or
match with the needs and satisfaction levels differ from individual to individual and no company
can satisfy the needs of consumers. Consumer oriented thinking helps the marketer to define
consumer needs from the consumer’s point of view. The present study attempts to bring out the
factors leading to the purchase behavior and perception of consumers in buying Aavin milk.
(Deepa ingavale, H.M Thakar 2012) observed that the change in purchase decisions was
due to marketing-related factors such as availability, advertisement, product quality, and price of
the products. Multinational companies have created a brand preference for branded milk
products such as branded butter, paneer, chees, milk powder and proper market segmentation
will help to manufacture these products as per the requirements of the customers. All Companies
are required to build their brands with the help of packaging, point of purchase advertising,
delivery vehicles, retail outlets, marketing communication and sponsorships etc.
3.1 PRIMARY OBJECTIVE:

 To study the consumer behavior towards selected particular brands of dairy

products.

3.2 SECONDARY OBJECTIVES:

 To examine the differences in consumer’s behavior with socio and economic

characteristics towards brand selection.

 To identify the brand awareness, problems and level of satisfaction of the

respondents in purchasing of various brands of dairy products.

 To give suitable suggestion to understand the consumer behavior for the

betterment of their business.

4. METHODOLOGY:

 PRIMARY DATA COLLECTION:

Tools : A well structured questionnaire. It will be collected from the
consumers.

 SECONDARY DATA COLLECTION:

Tools : Books,Journals and Magazines related with various branded of
Dairy products.

 STATISTICAL TOOLS:
Simple percentage,Statistical test such as Chi-square test,Correlation and
LMR method can be used.

5. WORK DONE SO FAR:

 Various brands of Dairy products such as

Aavin,Arockia,Amul,Aroma,Patanjali.

 The consumer behavior towards various brands were studied using

books,journals and magazines.

 Area for the study were selected,Sriperumbudur.

6. WORK TO BE DONE:

 Well structured questions to be prepared and consumers interview schedule to

be conducted.

 Data to be prepared using the consumer behavior study.

 More journals and magazines need to be referred for the consumer behavior
and their attitudes towards various brands of dairy products.

 Percentage analysis and statistics report to be prepared.

7.LIMITATIONS:

 Due to limitation of time, only few people would be selected for the study.

 The Sample size of the study is 100.

 The study is limited upto Sriperumbudur town only.

8.EXPECTED DELIVARABLES:

 The study will clearly point out the consumer behavior towards various brands
of dairy products.

 It helps to improve the sales with the help of the survey.

 The study will gives the actual demand of the consumer towards various
brands of dairy products.
9.REFERENCES:

1. S.Sivasankaran, Dr.R.Sivanesan, ‘Brand Preference of Packed Milk – Comparative Study on

Rural and Urban Consumers in Kanyakumari District’ International Journal of Business and
Management Invention.

2. (Sachiffman L.G. and Kanuk L.L. (2008).”Consumer behaviour.”9th edition, Pearson prentice hall of India,
New Delhi.

3. Malika Rani (2012) “Women’s role in buying behaviour for durables: a study of Malwa region in Punjab
“Indian journal of marketing,December 2012.

4. Prof. Mr. D. Nidhyananth, S. Sugapriya, (2013) National Conference on “Innovative Business Practices in
Technological Era,” IOSR Journal of Business and Management (IOSR-JBM).

5. T. Ravi chandran, G. Arumugasamy,(2013) ‘Consumers Attitudes towards Arokya Milk in Nagercoil

Town’ Indian journal of applied research

6. C. Jothi Mary(2013) , “A Study on Consumer Behaviour of Aavin Milk in BHEL Township:

Trichy”International Journal of Advance Research in Computer Science and Management Studies”.

7. Deepa ingavale, H.M Thakar “a study on consumer preference for milk and milk products”, Indian journal
of marketing, august 2012.

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