A study on Consumer awareness about Nandini Milk and Milk Products “STUDY THE CONSUMER AWARENESS ABOUT NANDINI MILK AND MILK PRODUCTS AND IMPACT OF PROMOTIONAL ACTIVITIES ON CREATING AWARENESS.” Under taken at Dharwad Milk Union, Babasabpatilfreepptmba.com 1
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A Project Report on Consumer awareness about Nandini Milk and Milk Products
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A study on Consumer awareness about Nandini Milk and Milk Products
“STUDY THE CONSUMER AWARENESS ABOUT
NANDINI MILK AND MILK PRODUCTS
AND IMPACT OF PROMOTIONAL ACTIVITIES ON
CREATING AWARENESS.”
Under taken at
Dharwad Milk Union,
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A study on Consumer awareness about Nandini Milk and Milk Products
Table of Contents
Sl. No Particulars Page No.
1. Executive Summary 5
2. Industry profile 10
2.1 Brief history 11
3 Company profile 14
5.1 Karnataka Milk federation 15
5.2 Dharwad milk union 17
5.3 Organization chart 24
5.4 Products 25
5.5 Marketing department 29
5.6 Promotional activities by KMF 32
6 Analysis 42
7 Findings 56
8 Suggestions 59
11 Conclusion 61
12 Annexure 63
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A study on Consumer awareness about Nandini Milk and Milk Products
13 Bibliography 67
EXECUTIVE SUMMARY
Title of the project:
“TO STUDY THE CONSUMER AWARENESS ABOUT NANDINI MILK AND MILK
PRODUCTS, AND IMPACT OF PROMOTIONAL ACTIVITIES ON CREATING
AWARENESS.”
Objective of the study:
To study the consumer awareness about Nandini Milk and Milk Products.
To study impact of promotional activities on creating consumer
awareness.
Sub Objectives:
To study the whole product range of Nandini Milk and Milk products.
To study the customer expectations in Packaged Milk and Milk products.
To study the promotional activities adopted by the company.
To evaluate the impact of those activities on customers mind.
To search for the new areas on which the company can focus to create
awareness.
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A study on Consumer awareness about Nandini Milk and Milk Products
Statement of the problem
Milk is the day to day need of any individual all over the world. In India the
supply of Milk to the customers is done through the unorganized milkmen. After the
revolution of the co-operative milk unions the milk India seen the packaged and
processed Milk and Milk products. For many years the co-operative milk unions enjoyed
monopoly in the market. But after the entry of private sector in this industry the
competition has increased to maximum extent. Each of the players in the market has
many ranges of milk products under different brands. And each and every player wishes
that his brand of products must be on the top of the mind of customer.
With the increasing competition, KMF is not able to raise the market share of its
Nandini branded Milk and Milk products. And the company thinks the lacking of
awareness of its products may be affecting its sale. In order to increase the consumer
awareness the company started many promotional activities. Now the company wants to
know how much customers are aware about the product and what impact of promotional
activities in creating awareness.
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Hence the main purpose of this study is to find the “to study the consumer
awareness about Nandini milk and milk products, and impact of promotional activities on
creating awareness.”
Need for the study:
Dharwad Milk Union, a Subsidiary of Karnataka Milk Federation, is the
oldest company in the North Karnataka region in the Packaged Milk and Milk Products
segment. The company was the leader in this segment with its various products under the
brand of NANDINI. But now with the increasing competitors from private sector in
Packaged Milk and Milk Products industry the company has failed to increase its market.
The company has made the attempt to increase the sales through many promotional
activities like advertisements through various Medias, and Awareness Campaigns.
Through these promotional activities the company wanted to re-capture the customers
who are shifted from Nandini to other private branded products, and also wants capture
those consumers who still depending on the un-organized suppliers like Dabba Milkmen
etc… to serve their need of milk and milk products.
So now the company wants to know the consumer awareness about Nandini Milk
and Milk products and impact of promotional activities on creating the awareness in the
minds of customers. And also the company wants to know what sort of activities to be
undertaken to attract the customers.
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RESEARCH METHODOLOGY:
Sample Size - 100
1) DATA COLLECTION METHODS USED:
Primary and secondary data collected to carry out the research work.
Primary data:
Information was collected directly from the consumers for the project work. The
data collected during the study included the data collected through questionnaire and
face-to-face interview with customers.
Secondary data:
Secondary data includes data collection of information from newspapers,
magazine reviews and Internet information about Processed Milk and Milk products
industry.
2) MEASUREMENT TECHNIQUE:
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Questionnaire:
Questionnaire is a formalized instrument for collecting information directly
from the respondents. During this research questionnaire was used as tool for getting
information from the customers in the twin cities.
Sampling Method:
The sample is selected based on non- probability sampling method.
Sample size:
Sample size is 100 customers.
Using SPSS software:
It involves a recorded observation into dissipate statement. The measurement and
evaluation of data is done using SPSS 11.0 version software and Microsoft Excel for the
graphical representations.
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Findings of the study:
There is 100% of the respondents are aware of Nandini brand
Nandini Standard milk carries highest of 60% of awareness, the next is Shubham
Milk which carries the 58% of awareness. Toned milk is also in the queue with
46% of awareness and the Double Toned Milk is showing very poor awareness
with only 15% of respondents are aware of it
Curd, Ghee, Pedha and Butter are having the greater awareness i.e.76%, 62%,
55% and 54% of awareness respectively. The Pot curd, Masala lassi and Sweet
lassi carry little less awareness as compared to the first 4 products with a response
of 43%,48% and 44%. Among all products Khoa and Paneer are the 2 products
with very less response of 33% and 29%.
Quality was given more importance with 74%, then the next importance is given
for taste with 52% response. Availability thickness and price comes next with
31%, 26% and 26% where as the fat content carries very less importance with
only 17% looking while purchasing milk and milk products
The learning about the products is happened to the great extent by Television
55% and wall paintings 42%. The banners and dealers also contributed in learning
process by 36% and 30% respectively. 22% and 21% people came to know about
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A study on Consumer awareness about Nandini Milk and Milk Products
the product s through magazines and radio ads, and only 9% of respondents learn
about the products through campaigns
96 % of the respondents have observed the advertisements of Nandini Milk and
Milk products.
Among 96 respondents who have observed the advertisements, 77 respondents
(80%) feel that the advertisements were informatory.
Among 77 respondents who felt the advertisements were informatory 58% felt
television, 34% says Banners, 30% felt ad boards, and 29% felt wall paintings
were more informatory. Radio ads, magazines, and campaigns were felt less
informatory to about 15%,16% and 10% respectively.
Only 11 persons out of 100 have attended awareness campaigns
Out of 11 customers who attended the campaigns, freshness of the product was
learnt by 7 people, reliability of the Nandini brand was learnt by 5 people,
hygiene in production by 4 and no adulteration in Milk and its products by 2
respondents.
Out of 100 respondents 72% purchase Nandini Milk and Milk products.
Out of 72 respondents who purchase Nandini Milk and Milk products 74% feels
quality is great it is the main factor which influence them for repetitive purchase.
A study on Consumer awareness about Nandini Milk and Milk Products
PROMOTIONAL ACTIVITIES CARRIED OVER BY KMF:
Promotional activities are the activities conducted by the company which helps
the company to keep its customers informed about the product, any developments, and
advancement in the products. The promotional activities help the company to place its
brand or product on the top of the mind of the customers. These activities depend on the
nature of the product, the target customers, the message that the company wants to
convey to its customers etc…
KMF found the need for adopting the promotional activities in order to create
awareness about the product which intern lead to increase in sales and help the company
to increase its market share. The company has undertaken various promotional activities
in order to increase the market share of its Milk and Milk products.
The following are the major promotional activities carried over by KMF:
Advertisements
Magazines
Hoardings
Ad boards
Banners
Dealer displays
Television
Radio etc…
Awareness campaigns
Door to door
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Mass campaigns
ADVERTISEMENTS:
Now a day’s advertisement is the well known, most effective, and common means
of promotional activity. Advertisement is a complex form of communication that operates
with objectives and strategies leading to various types of impact on consumer thoughts,
feelings and actions. It is the best way to keep your customer updated and give an
introduction to the new customers. Also it helps the company in keeping its brands or
products on the top of the minds of the customers.
KMF is making extensive use of advertisement in making the customers aware
about its milk and milk products. It is using almost all the media vehicles in a
proportionate manner. The company is making use of different media vehicles like Print
media, electronic media, and others also
The following are the media vehicles used by the company for advertising its
products.
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MAGAZINES:
All the leading Kannada magazines are used by the company for advertising.
Especially the weekly and monthly magazines are used to a greater extent. The special
edition magazines like Deepawali edition, New year edition are also used. The main
advantage of this print media is we can give bit detailed information about the products.
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HOARDINGS:
These are also very effective ads, where in the large hoardings with the ad
message are put in the much clustered areas or on the sides of the roads. These are
designed in such a way that just to remind about the brands. Usually this doesn’t give the
detailed information about the brand but to remind about the brand and to show the
availability.
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NEWS PAPER INSERTIONS:
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These types of advertisements are made by inserting the printed pamphlets in the
leading local news papers. The target customers from a particular geographical area are
selected and the printed insertions will be given to the news paper agents. The agents
insert those pamphlets in the said news papers. From this the company can reach to the
majority of customers who purchase that particular news paper in the whole area. This is
a very economical means of advertisement.
BANNERS:
Banners are also play important role in creating awareness. They are the one
which carry the message of the product or brand and catches the eye of consumers very
easily. They are so compatible in nature that you can use them at any place. For ex, the
banners can be used at dealers or outlets, can be tied in a crowded area, can be used in a
promotional campaigns etc…
DEALER DISPLAYS:
The dealer displays are the display boards given by the company for displaying
the product information. They are exclusively given to dealers only which contain
lighting facility which make them clearly visible at the night also. These boards displays
the products that are available and also to make separate identity for the dealers.
TELEVISION AND RADIO:
The company also making the publicity through the most popular media i.e.:
electronics media. We can see and hear the advertisement of Nandini in radio channels
and in various television channels also. At the same time KMF is doing some kitchen
programs like NANDINI ADUGE MANE in private Kannada channels which are
exclusively sponsored by KMF, which are also creating awareness about NANDINI
products and increasing the brand image of NANDINI.
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AD BOARDS:
These are the tin boards and hard plastic boards which carry the information about
individual products and of all products. There are two types of ad boards, namely
Rectangle boards, cone boards. Usually these are used to advertise on public transport
systems (back of city bus) and to display at the dealer outlets. These are more
informatory compared to the hoardings.
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AWARENESS CAMPAIGNS:
Awareness campaigns are the campaigns organized by the KMF for promoting
the Nandini Milk and Milk products. The awareness campaigns are organized by the
marketing department of the company in which the company officials try to make the
consumers aware about all the products available at Nandini counter. Also the officials
try to convey the parameters which have to be looked while purchasing the milk and milk
products. The consumers are given knowledge of the steps taken by KMF in order to
provide them the healthier products which are processed with hygiene.
The company officials also give knowledge to the consumers that how they are
cheated by the private suppliers by doing adulteration and how that will affect their and
their children’s health.
In total the awareness campaigns never force the consumer to purchase the
Nandini products but help them in decision making by comparing Nandini products with
that of other private branded products.
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Usually this kind of awareness campaigns are organized in developing market and
in the areas where the sales is less, and in the area where comparatively less educated
people are there. Because the less educated consumers are week in decision making so
these campaigns gives them a platform to think and decide.
There are two types of awareness campaigns practiced by the company. They are:
DOOR TO DOOR CAMPAIGNS:
The door to door awareness campaigns are done in the area where there are less
existing customers are there and more potential customers are observed. Here the
company officials personally visit every house and provide the information to the
individual households. Generally it is carried over in such place where the customers
need detailed knowledge about the products.
These door to door campaigns are too much time consuming and also need to
incur more expenses. But the results are more favorable.
MASS CAMPAIGNS:
Mass campaigns are carried over where there is a crowd. In such areas the
officials take opportunity to make the crowd understand about the quality of the product,
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the factors to be looked after while purchasing the milk products. And also educate the
crowd about the product mix of Nandini.
These type of campaigns are organized in Mela’s, Fairs, and in sponsored
programs like Mahila Mandal programs, functions in school and colleges etc...
Compared to door to door campaigns the mass campaigns are less expensive and
less time consuming. But the results of mass campaigns are not so favorable as of door to
door campaigns.
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---ANALYSIS
INTERPRETATION AND ANALYSISKeeping in view of the objectives, the data so collected from
various sources and were analyzed with the help of appropriate techniques. The results of the study are presented in this chapter under the following headings.
Table 1: Number of respondents aware about NANDINI Brand of Milk and
Milk products
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Frequency Percent Valid Percent
Cumulative Percent
Yes 100 100.0 100.0 100.0
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A study on Consumer awareness about Nandini Milk and Milk Products
Figure 1: Number of respondents aware about NANDINI Brand of Milk and Milk
products
From the above table and graph we can observe that there is 100% brand
awareness of Nandini. Out of 100 respondents surveyed all the 100 says they are aware of
Nandini brand of milk and milk products. This shows only brand awareness but not about
products in depth.
Table 2: Extent of awareness about the Nandini milk brands
Product Yes No Total
Toned milk 46 (46%) 54 (54%) 100 (100%)
Standard milk 60 (60%) 40 (40%) 100 (100%)
Shubham milk 58 (58%) 42 (42%) 100 (100%)
D’le toned milk 15 (15%) 85 (85%) 100 (100%)
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Note : Figures in the parenthesis indicate % to the total
TM SM SHBM MDTM
0
10
20
30
40
50
60
Res
pond
ents
Brands
Series1
Figure 2: Extent of awareness about the Nandini milk brands
As the graph depicts among the milk brands of Nandini Standard milk carries
highest of 60% of awareness, the next is Shubham Milk which carries the 58% of
awareness. Toned milk is also in the queue with 46% of awareness and the Double Toned
Milk is showing very poor awareness with only 15% of respondents are aware of it.
Table 3: extent of awareness about the Nandini milk productsProduct Yes No Total
Curd 76 (76%) 24 (24%) 100 (100%)
Pot curd 43 (43%) 57 (57%) 100 (100%)
Sweet lassi 48 (48%) 52 (52%) 100 (100%)
Masala lassi 44 (44%) 66 (66%) 100 (100%)
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PKPBG
Note : Figures in the parenthesis indicate % to the total
0
10
20
30
40
50
60
70
80
Curd P Curd S lassy M lasy Pedha Khova Paneer Butter Ghee
products
Resp
onde
nts Series1
Figure 3: Extent of awareness about the Nandini milk products
From this chart we can understand curd, ghee, pedha and butter are the products
with greater awareness having 76%, 62%, 55% and 54% of awareness respectively. The
pot curd, masala lassi and sweet lassi carry little less awareness as compared to the first 4
products with a response of 43%,48% and 44%. Among all products Khoa and Paneer are
the 2 products with very less response of 33% and 29%.
Table 4: factors looked while purchasing the Milk and Milk Products
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Parameters Yes No Total
Quality 74 (74%) 26 (26%) 100 (100%)
Thickness 26 (26%) 74 (74%) 100 (100%)
Fat content 17 (17%) 83 (83%) 100 (100%)
Price 26 (26%) 74 (74%) 100 (100%)
Taste 52 (52%) 48 (48%) 100 (100%)
Availability 31 (31%) 69 (69%) 100 (100%)
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A study on Consumer awareness about Nandini Milk and Milk Products
Note : Figures in the parenthesis indicate % to the total
0
10
20
30
40
50
60
70
80
Quality Thickness Fat Cont price Taste Avai'ty
Series1
Fig 4: Table 4: factors looked while purchasing the Milk and Milk Products
When we tried to know what are the parameters which are looked while
purchasing the milk and milk products the overall quality was given more importance
with 74% then the next importance is given for taste with 52% response. Availability
thickness and price comes next with 31%, 26% and 26% where as the fat content carries
very less importance with only 17% looking for that.
Table 5: Sources of knowing about NANDINI products
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Yes No Total
Dealers 30 (30%) 70 (70%) 100 (100%)
Campaigns 09 (09%) 91 (91%) 100 (100%)
Banners 36 (36%) 64 (64%) 100 (100%)
Wall paintings 42 (42%) 58 (58%) 100 (100%)
T V ads 55 (55%) 45 (45%) 100 (100%)
Radio ads 21 (21%) 79 (79%) 100 (100%)
Magazines 22 (22%) 78 (78%) 100 (100%)
Note : Figures in the parenthesis indicate % to the total
0
10
20
30
40
50
60
Dealers Cam's Banner Wal paint Tv ads Radio ads Magzine
Series1
fig 5: Sources of knowing about NANDINI products
The learning about the products is happened to the great extent by Television
55% and wall paintings 42%. The banners and dealers also contributed in learning
process by 36% and 30% respectively. 22% and 21% people came to know about the
product s through magazines and radio ads, and only 9% of respondents learn about the
products through campaigns which is the least.
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Table 6: Extent of observation of advertisements of NANDINI products
Fig 6: Extent of observation of advertisements of NANDINI products
96 % of the respondents have observed the advertisements of Nandini Milk and
Milk products. It’s a very good indicator that the efforts of the company are reaching the
public.
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Frequency Percent Valid Percent Cumulative Percent
Yes 96 96.0 96.0 96.0No 4 4.0 4.0 100.0
Total 100 100.0 100.0
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A study on Consumer awareness about Nandini Milk and Milk Products
Table 7: Were they informatory
Frequency Percent Valid Percent Cumulative Percent
Yes 77 80.0 80.0 80.0No 19 20.0 20.0 100.0
Total 96 100.0 100.0
Fig 7: Were they informatory
Among 96 respondents who have observed the advertisements 77 respondents
(80%) feel that the ads were informatory. Only 20% feels they were not so informatory.
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77
19
A study on Consumer awareness about Nandini Milk and Milk Products
Table 8: efficiency of media vehicles used
Note : Figures in the parenthesis indicate % to the total
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Yes No Total
Banners 34 (44%) 43 (56%) 77 (100%)
Ad boards 30 (39%) 47 (61%) 77 (100%)
Campaigns 10 (12%) 67 (88%) 77 (100%)
Wall paintings 29 (38%) 48 (62%) 77 (100%)
Television ads 58 (75%) 19 (25%) 77 (100%)
Radio ads 15 (19.5%) 62 (80.5%) 77 (100%)
Magazines 16 (21%) 61 (79%) 77 (100%)
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0
10
20
30
40
50
60
70
Banners Ad boards Cam's w al paint TV Radio Magzine
Series1
Fig 8: efficiency of media vehicles used
When we asked which of the ads were more informatory 58% felt television, 34%
says Banners, 30% felt ad boards, and 29% felt wall paintings were more informatory.
Radio ads, magazines, and campaigns were felt less informatory with 15%,16% and 10%
response.
Table 9: Number of awareness campaigns attended by the respondents
Frequency Percent Valid Percent Cumulative Percent
Yes 11 11.0 11.0 11.0No 89 89.0 89.0 100.0
Total 100 100.0 100.0
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Fig 9: Number of awareness campaigns attended by the respondents
Only 11 persons out of 100 have attended awareness campaigns which show the
company has failed to reach to maximum number of customers through campaigns.
Table 10: information got from NANDINI products in Awareness Campaigns
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Note :
Figures in the parenthesis indicate % to the total
0
1
2
3
4
5
6
7
8
Freshness Hygin in prodct'n Reliablity of brnd No contamin
Series1
Fig 10: information got from NANDINI products in Awareness Campaigns
Out of 11 customers who attended the campaigns , freshness of the product was
learnt by 7 people, reliability of the Nandini brand was learnt by 5 people, hygiene in
production by 4 and no adulteration in Milk and its products by 2 respondents.
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Yes No Total
Freshness 07 (64%) 04 (36%) 11 (100%)
Hygiene in prod’n 04 (36%) 07 (64%) 11 (100%)
Reliability of brand 05 (45%) 06 (55%) 11 (100%)
No adulteration 02 (18%) 09 (82%) 11 (100%)
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Table 11: Do you purchase NANDINI Milk and Milk Products
Frequency Percent Valid Percent Cumulative Percent
Yes 72 72.0 72.0 72.0No 28 28.0 28.0 100.0
Total 100 100.0 100.0
Fig 11: Do you purchase NANDINI Milk and Milk Products
Out of 100 respondents 72% purchase Nandini Milk and Milk products. And 28%
do not purchase Nandini Milk and Milk products.
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Table12: Factors influencing for repetitive purchase NANDINI Milk and Milk Products
Note : Figures in the parenthesis indicate % to the total
0
10
20
30
40
50
60
Quality Fatcontent
Taste Proactivity
Series1
Fig 12: Factors influencing for repetitive purchase NANDINI Milk and Milk Products
Out of 72 respondents who purchase Nandini Milk and Milk products 74% feels
quality is great it is the main factor which influence them for repetitive purchase. Then
Age: a. [15-20] b. [20-25] c. [25-30] d. [30 & above]
1. Do you know NANDINI Brand of Milk and Milk products?
a. Yes b. No
2. Which of the following Milk brands of NANDINI are known to you?
a. Toned Milk b. Standard Milk c. Shubham Milk d. Double Toned Milk
3. Do you know any of these NANDINI milk products?
a. Curd b.Pot curd c.Sweet lassy d. Masala lassy e. Pedha f. Khoa g. Paneer h. Butter i. Ghee
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4. What factors you look while purchasing the Milk and Milk Products?
a. Quality b. Thickness c. Fat content d. Price e. Taste f. Availability
5. How did you come to know about these NANDINI products?
a. Dealers b. Campaigns c. Banners d. Wall paintings e. T.V advertisements f. Radio Advertisements g. Magazines h. Others
6. Have you observed the advertisements of NANDINI products?
a. Yes b. No
7. Were they informatory?
a. Yes b. No
8. Which of the advertisements were more informatory?
a. Banners b. Ad Boards c. Campaigns d. Wall paintings e. T.V advertisements f. Radio Advertisements g. Magazines h. Others
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9. Have you attended any Awareness Campaigns organized by KMF?
a. Yes b. No
10. What you came to know about the NANDINI products in Awareness Campaigns?
a. Freshness of the product b. Hygeinity in production c. Reliability of the Brand d. No contamination of milk like in Private sector e. Others, If specify, ______________________________.
11. Do you purchase NANDINI Milk and Milk Products?
a. Yes b. No
If Yes 12. Which of the following factors made you to repetitive purchase NANDINI Milk
and Milk Products :
a. Quality b. Thickness c. Fat content d. Price e. Taste f. Availability g. Promotional activities
If No13. Select the following reasons due to which you are not purchasing NANDINI Milk
and Milk Products :
a. Quality b. Thickness c. Fat content d. Price e. Taste f. Availability g. Promotional activities
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“THANK U”
---BIBLIOGRAPHYBabasabpatilfreepptmba.com 72
A study on Consumer awareness about Nandini Milk and Milk Products
REFERENCE BOOKS:
Marketing research: Tull and Hawkins
Economic efficiency on milk products co-operative union in North Bihar. Indian
Co-Operative Review
Annual Report, National Dairy Development Board, Anand, Gujarat, India