Consumer Perception towards Nandini Milk CONTENTS Babasabpatilfreepptmba.com SL.N O TITLE PAGE NO EXECUTIVE SUMMARY ABOUT INDUSTRY COMPANY PROFILE RESEARCH METHODOLOGY DATA ANALYSIS FINDINGS SUGGESTIONS CONCLUSION APPENDICES BIBLIOGRAPHY 04-06 07-13 14-37 38-42 43-63 64 65 66 67-72 1
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A project report on consumer perception towards nandini milk
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Consumer Perception towards Nandini Milk
CONTENTS
Babasabpatilfreepptmba.com
SL.NO TITLE PAGE NO
EXECUTIVE SUMMARY
ABOUT INDUSTRY
COMPANY PROFILE
RESEARCH METHODOLOGY
DATA ANALYSIS
FINDINGS
SUGGESTIONS
CONCLUSION
APPENDICES
BIBLIOGRAPHY
04-06
07-13
14-37
38-42
43-63
64
65
66
67-72
1
Consumer Perception towards Nandini Milk
EXECUTIVE SUMMARY
RBKMUL is one of the member milk unions among 13 unions in the Karnataka state and
functioning at Middle level between the Dairy Co-operative Societies (DCS) member and
Karnataka Milk Federation (KMF) where the milk procurement, pasteurization, processing
and marketing is taking place.
It was a great experience to undergo summer in-plant training on “A Study on Consumer
Perception towards Nandini Milk” at RBKMUL Raichur. During the study I tried my
best to know the various departments of the company, from production to the marketing of
milk. In the first half of my study i.e. Organizational study I found that Marketing
department plays key role in the company.
Babasabpatilfreepptmba.com 2
Consumer Perception towards Nandini Milk In this report I tried to know the Consumer Perception towards Nandini milk which may
help the Marketing department of the company as well as to the company. The study
focused on how exactly consumer perceived the Nandini milk. And does the consumer
perceived according to the company? In the findings and suggestion part I tried to find the
answers to the above.
Title of the Project :
“The Study on Consumer Perception towards Nandini Milk”
Objectives of the Study:
1. To know the consumer perception towards Nandini milk.
2. To know the customers’ awareness level.
3. To find the competitors effect on Nandini sales.
Statement of the problem:
Declining Nandini sales due to heavy competition in the market and the lack of loyal
retailers. .
Sources of Data:
1. Primary Data
2. Secondary Data
1. Primary Data: The information is collected from the personal interaction with the
Employees of RBKMUL.
2. Secondary Data: this has been collected through company reports, manuals. And
Information form the internet sources
Information from the materials provided by the concern
Babasabpatilfreepptmba.com 3
Consumer Perception towards Nandini Milk
Has done marketing survey to know the consumer perception towards Nandini
milk.
Findings:
The customer awareness level towards Nandini milk is excellent because all the 100
respondents are aware of it.
From the aware respondents 45% of respondents are using Nandini milk.
Factors like Quality, taste and price influences more while choosing a brand
respectively. Out of 100 Nandini comes to 65 respondents’ mind when they think of
milk.
More thickness, same taste and availability are the key reasons for alternative brand
other than Nandini
Suggestions:
o The Nandini brand is having trust name in the market where it operates and
still the market is open for acquire, Company may take advantage of it
through advertisements.
o The company may convince customers that due to less fat thickness of
Nandini is less and that is good for health through advertisements/banners.
o The company may keep one employee as Customer Relationship Executive.
Who will co ordinates between customers and company and also with
retailers who may promote Nandini milk effectively on regular basis.
Limitation of the study:
Babasabpatilfreepptmba.com 4
Consumer Perception towards Nandini Milk I. This study covers only Raichur Unit, the part of RBKMUL.
II. The study is restricted for only 4 weeks.
III. The survey made in only 2 to 3 areas of Raichur city
IV. The study only focuses on consumer perception towards Nandini milk
only.
Industrial Profile:
Babasabpatilfreepptmba.com 5
Consumer Perception towards Nandini Milk
Introduction
On considering the diary industry in India has developed and developing as large industry
and as per the certification of the International Dairy Industry India is the world’s largest
milk producer and large numbers of industries are engaged in routine commercial
production of pasteurized milk and milk products.
Origin of the Milk Industry:
Milk is the nature’s idea of food for infants and growing children in our country, except in
rare cases of lactose intolerance. The importance of milk occupies in our diet has been
recognized since Vedic time, and all modern research has only supported and reinforced
Babasabpatilfreepptmba.com 6
Consumer Perception towards Nandini Milk this view. In fact, milk is now considered not only desirable but very much essential to
person from his childhood.
In early days the household have to produce their milk by maintaining their family cows or
buffalos or they should secure from their neighbors. As the urbanization develops only
few households are able to keep a cow for private use. The high production cost, problem
of sanitation etc.., restricted the practice, gradually the family cow in the city was
eliminated and cattle were sent back to the rural areas, as a result farmers began to deliver
milk over routs in the cities. This was the beginning of the fluid milk sheds which are
surrounding the large cities now a day.
As we know milk is having short span of time in normal condition after that which is not
possible to consume, in addition to this lack of suitable transportation and refrigeration
facilities were major draw backs for the milk producers of early days. Meanwhile the
rapidly increasing population caused an imbalance between the demand and supply of
milk. The production and marketing of milk has been considered as a profitable business.
To utilize the above environmental and marketing conditions, the processing and
maintenance units were established by the name of MILK DAIRIES to bridge the s
imbalance between high demand and less supply.
Thus dairying started in India, where the production of milk and its products takes place.
The process of Collecting, Chilling, Pasteurizing the milk and preventing it from the micro
bacteria and packing is called dairying. The Indian dairy industry has grown after 1960’s
then the large number of modern milk plants and factories has been established. India is
the world’s largest milk producing country.
After the independence dairy and animal husbandry taken vital importance. For this lot of
development programs made by the government through Five year plans. This leads to
formation of National dairy Development Board in 1965 and thus in 1970 decided to bring
a White Revolution through out the country. Mr.Verghese Kurien is called as Father of
White Revolution.
Babasabpatilfreepptmba.com 7
Consumer Perception towards Nandini Milk Verghese Kurien: born on November 26, 1921 at Kozhikode, Kerala is called the
father of the White Revolution in India. He is also known as the Milkman of India.
He was the chairman of the Gujarat Co-operative Milk Marketing Federation Ltd .
(GCMMF). GCMMF is an apex cooperative organization that manages the Amul food
brand. He is recognized as the man behind the success of the Amul brand. Amul had
revenue of $1b USD in 2006-07. In addition to Kurien, people like Shri Dalaya, VH Shah,
Madhukar Shah, Dr.AR Seth, Dr.Shabnis and Shri Tribhuvandas Patel have also played a
significant role in the progress and development of Amul.
He is credited with being the architect of Operation Flood -- the largest dairy development
program in the world. Kurien helped modernise Anand model of cooperative dairy
development and thus engineered the White Revolution in India, and made India the
largest milk producer in the world. Milk co-operatives were already extant when Kurien
came to Anand and were managed by Tribhuvandas Patel. His uncle, John Mathai, was an
economist who served as India's first Railway Minister and subsequently as India's
Finance Minister.
According to ‘Charaka’, the father of Ayurveda system of medicine explains the
importance of the milk as, milk has ten properties viz, Sweetness, Coldness, Softness,
Unctuousness, Density, Smoothness, Heaviness, Slowness and Charity”
National Dairy Development Board
Introduction:
The government of India constituted the “National Dairy Development Board” in the year
1965 Shri: - Lalbahadur Shastry initiated the setting up of NDDB. The board is registered
under the society’s registration act and public trust at the head office is at Anand and is
Analysis: 100% of the respondents are aware of Nandini milk.
Interpretation: From the above data it can be said that almost all know about Nandini
milk.
Babasabpatilfreepptmba.com 42
Consumer Perception towards Nandini Milk
Frequencies
Statistics
How do you come to know about Nandini milk100
0
Valid
Missing
N
How do you come to know about Nandini milk
19 19.0 19.0 19.0
16 16.0 16.0 35.0
16 16.0 16.0 51.0
49 49.0 49.0 100.0
100 100.0 100.0
Televison
Newspaper
Banners
Friends and others
Total
ValidFrequency Percent Valid Percent
CumulativePercent
How do you come to know about Nandini milk
How do you come to know about Nandini milk
Friends and othersBannersNewspaperTelevison
Fre
qu
en
cy
60
50
40
30
20
10
0
Analysis: Nearly 50% of respondents came to know Nandini milk by friends and
others, 19% by T.V and 32% by both banners and news papers.
Interpretation: We can say half of the respondents know Nandini by Friends and
relatives.
Babasabpatilfreepptmba.com 43
Consumer Perception towards Nandini Milk
FrequenciesStatistics
Which brand of milk yor are consuming100
0
Valid
Missing
N
Which brand of milk yor are consuming
8 8.0 8.0 8.0
45 45.0 45.0 53.0
18 18.0 18.0 71.0
12 12.0 12.0 83.0
17 17.0 17.0 100.0
100 100.0 100.0
Arokya
Nandini
Teja Gold
Vijaya Gold
Any other
Total
ValidFrequency Percent Valid Percent
CumulativePercent
I
Which brand of milk yor are consuming
Any other
Vijaya Gold
Teja Gold
Nandini
Arokya
Analysis: Out of the 100 respondents 45 are consuming Nandini milk, remaining 55 are using other brands like Teja (18), Vijaya (12), Arokya (8) and 17 others. Interpretation: A major part respondents are using Nandini milk.
Babasabpatilfreepptmba.com 44
Consumer Perception towards Nandini Milk
Frequencies
Statistics
Which of the following factors influences to choose the brand ?100
0
Valid
Missing
N
Which of the following factors influences to choose the brand ?
12 12.0 12.0 12.0
55 55.0 55.0 67.0
22 22.0 22.0 89.0
11 11.0 11.0 100.0
100 100.0 100.0
Price
Quality
taste
Availability
Total
ValidFrequency Percent Valid Percent
CumulativePercent
Which of the following factors influences to choose the brand ?
Availability
taste
Quality
Price
Analysis: The quality factor of 55%, taste factor 22%, price 12% and availability
11% influences in choosing the brand.
Interpretation: Quality and taste factors (77%) play the major role while choosing a
brand
Babasabpatilfreepptmba.com 45
Consumer Perception towards Nandini Milk
Frequencies
Statistics
have you ever used nandini milk ?100
0
Valid
Missing
N
have you ever used nandini milk ?
96 96.0 96.0 96.0
4 4.0 4.0 100.0
100 100.0 100.0
yes
no
Total
ValidFrequency Percent Valid Percent
CumulativePercent
have you ever used nandini milk ?
have you ever used nandini milk ?
noyes
Fre
qu
en
cy
120
100
80
60
40
20
0
Analysis: 96% of respondents are used Nandini milk. Only 4% of them have not used
Nandini yet.
Interpretation: Out of 100 respondents 55 are not consuming Nandini milk, in that
55 more than 50 have used Nandini once.
Babasabpatilfreepptmba.com 46
Consumer Perception towards Nandini Milk
Frequencies
Statistics
What is your opinion about Nandini milk ?100
0
Valid
Missing
N
What is your opinion about Nandini milk ?
15 15.0 15.0 15.0
18 18.0 18.0 33.0
5 5.0 5.0 38.0
62 62.0 62.0 100.0
100 100.0 100.0
Costly
cheap
Very costly
Average
Total
ValidFrequency Percent Valid Percent
CumulativePercent
What is your opinion about Nandini milk ?
Average
Very costly
cheap
Costly
Analysis: 62% of respondents feel Nandini price is average, 18% feels it as cheap and
remaining 20% feels it as a costly.
Interpretation: About 80% of respondents feel Nandini price is OK.
Babasabpatilfreepptmba.com 47
Consumer Perception towards Nandini Milk
Frequencies
Statistics
Quality of Nandini100
0
Valid
Missing
N
Quality of Nandini
24 24.0 24.0 24.0
56 56.0 56.0 80.0
20 20.0 20.0 100.0
100 100.0 100.0
Good
Average
Poor
Total
ValidFrequency Percent Valid Percent
CumulativePercent
Quality of Nandini
Poor
Average
Good
Analysis: 24% of respondents feel Quality of Nandini is good, 56% feel its average
and 20% feel it’s poor.
Interpretation: 56% of respondents feel it’s not bad.
Babasabpatilfreepptmba.com 48
Consumer Perception towards Nandini Milk
Frequencies
Statistics
How do you rate Nandini milk incomparison with other brands ?
100
0
Valid
Missing
N
How do you rate Nandini milk in comparison with other brands ?
5 5.0 5.0 5.0
12 12.0 12.0 17.0
51 51.0 51.0 68.0
28 28.0 28.0 96.0
4 4.0 4.0 100.0
100 100.0 100.0
Very Poor
Bad
Average
Good
Better
Total
ValidFrequency Percent Valid Percent
CumulativePercent
How do you rate Nandini milk in comparison with other brands ?
How do you rate Nandini milk in comparison with other brands ?
BetterGoodAverageBadVery Poor
Fre
qu
en
cy
60
50
40
30
20
10
0
Analysis: 51% says its average, 32% feel well and 17% says it’s not up to the mark.
Interpretation: It shows that more than 65% of respondents not feels too good with
comparing others.
Babasabpatilfreepptmba.com 49
Consumer Perception towards Nandini Milk
Frequencies
Statistics
Do you feel nandini milk enhance the richness of Tea/Coffee100
0
Valid
Missing
N
Do you feel nandini milk enhance the richness of Tea/Coffee
57 57.0 57.0 57.0
43 43.0 43.0 100.0
100 100.0 100.0
Yes
No
Total
ValidFrequency Percent Valid Percent
CumulativePercent
Do you feel nandini milk enhance the richness of Tea/Coffee
Do you feel nandini milk enhance the richness of Tea/Coffee
NoYes
Fre
qu
en
cy
60
50
40
30
20
10
0
Analysis: 57% of respondents say Nandini will enhance richness to Tea/Coffee and
43% says its not.
Interpretation: More than 57 respondents agree Nandini will enhance richness to
Tea/coffee.
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Consumer Perception towards Nandini Milk
Frequencies
Statistics
How much are you satisfied with the taste of Nandini milk ?100
0
Valid
Missing
N
How much are you satisfied with the taste of Nandini milk ?
1 1.0 1.0 1.0
59 59.0 59.0 60.0
40 40.0 40.0 100.0
100 100.0 100.0
0 to 30 H.dissatisfied
40 to 70 Satisfied
80 to 100 H.satisfied
Total
ValidFrequency Percent Valid Percent
CumulativePercent
How much are you satisfied with the taste of Nandini milk ?
80 to 100 H.satisfie
40 to 70 Satisfied
0 to 30 H.dissatisfi
Analysis: 40% of respondents are highly satisfied of Nandini and 59% feel its
average.
Interpretation: Most of responses fall within highly satisfied and satisfied range.
Babasabpatilfreepptmba.com 51
Consumer Perception towards Nandini Milk
Frequencies
Statistics
Thickness100
0
Valid
Missing
N
Thickness
2 2.0 2.0 2.0
22 22.0 22.0 24.0
62 62.0 62.0 86.0
13 13.0 13.0 99.0
1 1.0 1.0 100.0
100 100.0 100.0
Very bad
bad
Average
Good
better
Total
ValidFrequency Percent Valid Percent
CumulativePercent
Thickness
better
Good
Average
bad
Very bad
Analysis: 62% of respondents say thickness of Nandini milk is average, 22% of them
says it’s bad and 2% feels it’s too bad.
Interpretation: Only about 13% of respondents feel thickness of Nandini is good.
Babasabpatilfreepptmba.com 52
Consumer Perception towards Nandini Milk
Frequencies
Statistics
Smell100
0
Valid
Missing
N
Smell
5 5.0 5.0 5.0
34 34.0 34.0 39.0
46 46.0 46.0 85.0
12 12.0 12.0 97.0
3 3.0 3.0 100.0
100 100.0 100.0
Very bad
Bad
Average
Good
Better
Total
ValidFrequency Percent Valid Percent
CumulativePercent
Smell
Better
Good
Average
Bad
Very bad
Analysis: 46% feels smell of Nandini is average, 39% says its bad and only 15%
feels it’s good.
Interpretation: Most of the customers are not happy with the smell of the Nandini.
Babasabpatilfreepptmba.com 53
Consumer Perception towards Nandini Milk
Frequencies
Statistics
Availability/Delivery100
0
Valid
Missing
N
Availability/Delivery
1 1.0 1.0 1.0
5 5.0 5.0 6.0
52 52.0 52.0 58.0
33 33.0 33.0 91.0
9 9.0 9.0 100.0
100 100.0 100.0
Very bad
Bad
Average
Good
Better
Total
ValidFrequency Percent Valid Percent
CumulativePercent
Availability/Delivery
Availability/Delivery
BetterGoodAverageBadVery bad
Fre
qu
en
cy
60
50
40
30
20
10
0
Interpretation: 52% of respondents say availability of Nandini is average, 33% feels its good 9% says better only 6% says it’s poor.
Analysis: the above data shows that availability factor is not a problem for Nandini.
Babasabpatilfreepptmba.com 54
Consumer Perception towards Nandini Milk
Frequencies
Statistics
packing100
0
Valid
Missing
N
packing
16 16.0 16.0 16.0
49 49.0 49.0 65.0
30 30.0 30.0 95.0
5 5.0 5.0 100.0
100 100.0 100.0
Bad
Average
Good
Better
Total
ValidFrequency Percent Valid Percent
CumulativePercent
packing
packing
BetterGoodAverageBad
Fre
qu
en
cy
60
50
40
30
20
10
0
Analysis:49% of respondents says packaging is average, 30% feels its good 16% of
them says it is poor and 5 0f them feels its too good.
Interpretation: More than 80% of the respondents are do not have complaint in
packaging of Nandini.
Babasabpatilfreepptmba.com 55
Consumer Perception towards Nandini Milk
Frequencies
Statistics
For health100
0
Valid
Missing
N
For health
4 4.0 4.0 4.0
50 50.0 50.0 54.0
41 41.0 41.0 95.0
5 5.0 5.0 100.0
100 100.0 100.0
Bad
Average
Good
Better
Total
ValidFrequency Percent Valid Percent
CumulativePercent
For health
Better
Good
Average
Bad
Analysis: 50% feels Nandini milk is average for health and 41% feels its good for
health. 5% says its too good and only 4% not agree with it.
Interpretation: Only 4% of respondents completely not agreed that Nandini is good
for health.
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Consumer Perception towards Nandini Milk
Frequencies
Statistics
Totaly are you satisfied with Nandini milk ?100
0
Valid
Missing
N
Totaly are you satisfied with Nandini milk ?
3 3.0 3.0 3.0
17 17.0 17.0 20.0
47 47.0 47.0 67.0
27 27.0 27.0 94.0
6 6.0 6.0 100.0
100 100.0 100.0
very bad
Bad
Average
Good
Better
Total
ValidFrequency Percent Valid Percent
CumulativePercent
Totaly are you satisfied with Nandini milk ?
Better
Good
Average
Bad
very bad
Analysis: 47% of respondents neither satisfied nor dissatisfied with Nandini milk
where 33% of them are satisfied remaining 20% not satisfied.
Interpretation: about 67% of them are not completely satisfied with Nandini milk.
33% are totally satisfied.
Babasabpatilfreepptmba.com 57
Consumer Perception towards Nandini Milk
Frequencies
Statistics
Which size of packaging do you prefer more ?100
0
Valid
Missing
N
Which size of packaging do you prefer more ?
8 8.0 8.0 8.0
79 79.0 79.0 87.0
13 13.0 13.0 100.0
100 100.0 100.0
250 ml
500 ml
1 Ltr
Total
ValidFrequency Percent Valid Percent
CumulativePercent
Which size of packaging do you prefer more ?
1 Ltr
500 ml
250 ml
Analysis: 79% of respondents prefer 500ml size, 13% prefers 1000 ml and only 8%
prefers 250 ml size.
Interpretation: Major portion of respondents i.e. 79% prefers half liter size and
remaining prefers 1 liter and 250 ml.
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Consumer Perception towards Nandini Milk
Frequencies
Statistics
Hoe do you differentiate with other brand in terms of100
0
Valid
Missing
N
Hoe do you differentiate with other brand in terms of
22 22.0 22.0 22.0
15 15.0 15.0 37.0
9 9.0 9.0 46.0
43 43.0 43.0 89.0
11 11.0 11.0 100.0
100 100.0 100.0
Quality
Service provide
Customer relation
Health conscious
Any other
Total
ValidFrequency Percent Valid Percent
CumulativePercent
Hoe do you differentiate with other brand in terms of
Hoe do you differentiate with other brand in terms of
Any other
Health conscious
Customer relation
Service provide
Quality
Fre
qu
en
cy
50
40
30
20
10
0
Analysis: 43% of respondents differentiate Nandini as health conscious with other
brands 22% differentiates it by quality, 15% by service provided remaining with
other reasons.
Interpretation: most of the respondents differentiate Nandini milk by health
conscious 43% and by quality 22%
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Consumer Perception towards Nandini Milk
Frequencies
Statistics
At what extent the technology hasinfluenced your buying behavior
100
0
Valid
Missing
N
At what extent the technology has influenced your buying behavior
8 8.0 8.0 8.0
25 25.0 25.0 33.0
63 63.0 63.0 96.0
2 2.0 2.0 98.0
2 2.0 2.0 100.0
100 100.0 100.0
Most
Somewhat
Don't Know
Not
Any other
Total
ValidFrequency Percent Valid Percent
CumulativePercent
At what extent the technology has influenced your buying behavior
Any other
Not
Don't Know
Somewhat
Most
Analysis: 63% of respondents do not know whether technology has changed their
buying behaviour, 25% feels some what it does and 8%says it influenced the most.
Interpretation: Technology has not influenced buying behavior of the most of the
customers.
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Consumer Perception towards Nandini Milk
Frequencies
Statistics
Which brand comes to your mindwhen you think of milk ?100
0
Valid
Missing
N
Which brand comes to your mindwhen you think of milk ?
11 11.0 11.0 11.0
65 65.0 65.0 76.0
13 13.0 13.0 89.0
6 6.0 6.0 95.0
5 5.0 5.0 100.0
100 100.0 100.0
Arokya
Nandini
Teja gold
Vijaya
Any other
Total
ValidFrequency Percent Valid Percent
CumulativePercent
Which brand comes to your mindwhen you think of milk ?
Any other
Vijaya
Teja gold
Nandini
Arokya
Analysis: For 65% of respondents says Nandini brand comes to their mind when
they think of milk.
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Consumer Perception towards Nandini Milk
Frequencies
Statistics
Reasons for the alternative brand.100
0
Valid
Missing
N
Reasons for the alternative brand.
9 9.0 9.0 9.0
34 34.0 34.0 43.0
16 16.0 16.0 59.0
40 40.0 40.0 99.0
1 1.0 1.0 100.0
100 100.0 100.0
Same price
Same quality
Same taste
Any other
5
Total
ValidFrequency Percent Valid Percent
CumulativePercent
Reasons for the alternative brand.
5
Any other
Same taste
Same quality
Same price
Analysis: 34% respondents’ reason for alternative brand other than Nandini is same
quality, 16% is same taste and 40% are other reasons like thickness, availability etc.
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Consumer Perception towards Nandini Milk
Findings:
The customer awareness level towards Nandini milk is excellent because all the 100
respondents are aware of it.
From the aware respondents 45% of respondents are using Nandini milk.
Factors like Quality, taste and price influences more while choosing a brand
respectively.
Only 24% of respondents feels quality of Nandini milk is good where 56% of are
in- between good and bad.
Only 32% 0f respondents say Nandini milk is better with comparison of others.
47% of respondents do not agree to that Nandini will enhance richness to
Tea/coffee.
40% of respondents feels that Nandini’ taste is good where 59% feels its average.
Only 13% of respondents are totally satisfied with the thickness of Nandini.
39% of respondents feel Nandini milk is having bad smell.
More than 80% do not have any complaint regarding packaging of Nandini.
Only 4% feels Nandini is not good for health.
Only 33% of respondents are totally satisfied with the performance of Nandini milk.
Most of the respondents prefer 500 ml. size of packaging i.e. nearly 80%.
43% of respondents differentiate Nandini as health conscious milk with other
brands.
Out of 100 Nandini comes to 65 respondents’ mind when they think of milk.
More thickness, same taste and availability are the key reasons for alternative brand
other than Nandini.
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Consumer Perception towards Nandini Milk
Suggestions/Recommendations:
o The Nandini brand is having trust in the market where it operates and still the
market is open for acquire, Company may take advantage of it through
advertisements.
o The company may convince customers that due to less fat thickness of Nandini is
less and that is good for health through advertisements/banners.
o The company may keep one employee as Customer Relationship Executive. Who
will co ordinates between customers and company and also with retailers who may
promote Nandini milk effectively on regular basis.
o Like Bangalore Union they may open Coin milk parlors at suitable places.
o It will be better if the company takes some necessary actions to reduce bad smell
o In addition to above these company can have close watch on customers to know
their changing needs and wants. And also on competitors for benchmarking.
.
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Consumer Perception towards Nandini Milk
Conclusion:
After interacting with the marketing officer and other employees of
RBKMUL and the survey I made in Raichur city, Milk adulteration, lack of
loyal retailers and unethical competitors who use harmful chemicals to
increase thickness and durability to promote sales are the big threat to the
Nandini milk. Although still Nandini is having good reputation and brand
image for its factors like less price, health conscious and experienced player
in the market.
Babasabpatilfreepptmba.com 65
Consumer Perception towards Nandini Milk
Appendices:
Questionnaire on Marketing Survey.
PERSONAL INFORMATION OF CUSTOMER
Name: ………………………………….
Age: …………..
Gender: Male…… Female:…………
Qualification:
Occupation:
Income:
Family size:
No of Children below 12:
Address
Contact No:
QUESTIONNAIRE
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Consumer Perception towards Nandini Milk
1) Are you aware of Nandini milk?
Yes No
If Yes
2) How did you come to know about Nandini milk?
Televison
Newspaper
Banners
Friends and others
3) Which brand of milk are you consuming?
Arokya Nandini Teja gold Vijaya gold any other ……
4) Which of the following factors influences you to choose the brand?
Price Quality Taste Availability Packaging
Any other …..
5) Have you ever used Nandini milk?
Yes No
6) What is your opinion about Nandini’s price
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Consumer Perception towards Nandini Milk Costly Cheap
Very costly Average
7) Quality of Nandini milk
Good Average Poor
8) How do you rate Nandini milk in comparison with other brands?
Very poor Bad Average Good Better
9) Do you feel that Nandini milk enhance the richness of Tea/coffee?
Yes No
10) How much are you satisfied with the taste of Nandini Milk?
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Highly Satisfied High
Dissatisfied satisfied
11) Rate the following factors with respect to Nandini milk.
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Consumer Perception towards Nandini Milk Thickness
Very bad Bad Average Good Better
Smell
Very bad Bad Average Good Better
Availability/Delivery
Very bad Bad Average Good Better
Packaging
Very bad Bad Average Good Better
For Health
Very bad Bad Average Good Better
13) How do you rate Nandini milk with consideration of Durability?
Very bad Bad Average Good Better
14) Totally are you satisfied with Nandini milk?
Very bad Bad Average Good Better
15) Among the following which brand you prefer in Nandini & other brands rate the
factors
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Consumer Perception towards Nandini Milk
Rating
Features
Tast
e
Quality Thickness Price Packaging
Nandini
Any other
brand
Excellent =5 Very good =4 Good = 3
Bad = 2 Very bad =1
16) Which size of packaging do you prefer more?
1)100 ml 2) 250 ml 3) 500 ml 4) 1 liter.
17) How do you differentiate Nandini with other brand in terms of, (Mark any One)
1) Quality 2) Service provided 3) Customer relation 4) Health conscious
5) Any other ….
18) At what extent the technology has influenced your buying behavior
Most Somewhat don’t know Not Not at all
19) Which brand comes to your mind when you think of milk?
Arokya Nandini
Teja Gold Vijaya Any other …..
20) Which will be your alternative brand of milk?
……
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Consumer Perception towards Nandini Milk 21) Reasons for the alternative brand.