Research

“COMPARATIVE ANALYSIS OF CONSUMER PREFERENCE TOWARDS AMUL AND VERKA IN

JALANDHAR”

Abhishek Arora, Bhim Singh & kamaljeet Bhandari

Lovely Professional University, Punjab (India)

Abstract

Purpose: The aim of this empirical study of consumer perception towards Amul and Verka in Jalandhar. AND To study various factors influencing consumer preference towards various dairy products.

Design/Methodology/Approaches: The design of this study is descriptive because questionnaire was used to run a survey among the total of 150 respondents will be chosen to conduct the research and analysis various factors which is influencing their thinking.

Findings:

Dairy product Company is contributing a major portion to the economic growth. In Jalandhar the potentiality of this sector is bright. Competition is high in Amul & verka Company as a lot of companies are

Fighting for the market share, specially for milk. Though milk product is the market leader, Verka & Amul brand has achieved the best

Position through delivering better quality and price. Most of the consumers ofMilk is used every day.

Now-a-days, people are so busy that they can’t or don’t watch TV. Moreover, because there are many national TV channels, people switch from one channel to another during the commercial breaks. Therefore, the TV commercials cannot convey the message cost effectively to mass people. Therefore, all the companies are emphasizing on outdoor advertisement.

The analysis highlights from the survey consumer perception is dependent upon my study population 50% respondent are using Amul product and 50% are using Verka product And the factors which are affecting the decision of using the Amul product are:

1) I prefer Amul because it’s creative and innovative Advertisement

2) I prefer Amul because of its packaging.

3) I prefer Amul because its products are proper labeled.

The factors which are affecting the decision of using the Amul product are:

1) I prefer Amul because its quality is better than competitors2) I prefer Amul because its creative and innovative Advertisement 3) I prefer Amul because its nutritional product4) I prefer Amul because it is very popular brand

These are the various product because of that consumer are using Dairy products.

Further research: Further area of research could we made.

Key words: Consumer perception, Research papers, Satisfaction, Paper type.

Introduction:-

Dairy products are generally defined as foods produced from cow’s or domestic buffalo’s milk. They are usually high-energy-yielding food products. A production plant for such processing is called a dairy or a dairy factory. Raw milk for processing mostly comes from and to a lesser amount from domestic buffaloes, but occasionally from other mammals such as goats, sheep, yaks, camels, or horses, Dairy products are commonly found in European, middle eastern and Indian cuisine, where as they are almost unknown in east Asian cuisine.

Objective: -

1) To study consumer preference towards Amul and Verka in Jalandhar.

2) To study various factor influencing consumer preference to wards various dairy product.

Need of the study:-

To study various factor which affect consumer behavior preference towards various dairy products available in the market.

Scope of the study:-

There are so many competitions in the market of the dairy products. So our study mainly focuses upon to know the customer behavior regarding to verka and Amul products.

Review literature:-

1. Paul, (1996) descripes various methods of drepration of concentrated and dairy milks creams, butter, fermented milk products. Various physical and chemical changes taking place during the preparation of these products was also studied.

2. Alan et al, (1998) studied the dectofuge system to remove spores from cheese milk that could cause latent fermentation in semi hard cheese. This method is widely used for processing consumption milk. It was concluded that by this system shelf life of the milk was increased, resulting in consumer satisfaction and increased demand of the product.

3. Seamus,(1999) studied and developed a method for estimating monthly milk price sedule to study the effect season in Ireland and Scotland. It was concluded that these models were useful in providing monthly producer milk price sedule.

4. Nazlin (1999) studied the various factors affecting visual texture perception. It was concluded that due to variation in visual texture parameter. Result in affecting quality of dairy product.

5. John et al, (2000) compiled a questionnaire stating the taste of home-made and commercial dairy ice-cream between various participants. It was concluded that out of 100% participants 56% participants was in favor of homemade ice-cream due to superior taste, quality and proper knowledge of ingredients.

6. K.M.Millar et al, (2002) studied two dairy tech neologies, bovine somatorophin and automatic milking system to evaluate the consumer’s attitude towards these 2 dairy technologies. It was concluded that automatic milking system served as an ethical and an acceptable dairy system as compared to bovine smote trephine which served as a miner side.

7. Andrew et al, (2003) studied consumer response to the dairy sector in the UK. Stress was paid on factors that affect consumer purchasing and consumption behavior across wide range of dairy products.

8. Elaine et al, (2005) studied determine the level of acceptance of a hypothetical genetically modified dairy spread in a particular country (Ireland). He concluded that genetically modified product was rejected by most of the mentioned countrymen. Such information provided immense knowledge to the existing market players and to companies considering opportunities in the market.

9. Jane et al, (2006) studied the consumption patterns of fresh milk. Among yogurt drinks and flavor of milk and milk products are the main area of consumer’s satisfaction consumer. Who purchased larger quantities of milk and milk products are those who have relatively higher household incomes.

10. John et al, (2008) investigated various factors affecting of milk perception in a country (Scotland). He studied various marketing campaign and its effectiveness in portraying milk as an effective healthy product. He concluded that there was a high recognition and positive attitude towards the campaign health benefits from the milk was viewed – but they did not appear to be instrumental.

11. Fang et al, (2008) studied various challenges and opportunities that occurred in the dairy industry after Poland entered into the European Union. Poland a doped the ultra high temperature dairy system the study revealed that

ultra high temperature milk market in Poland presents marketing persistence meaning short term marketing efforts can generate long term revenue effects.

12. Peter, (2009) studied and made an analysis regarding problems of quality failure in dairy market in china with regard to recent case of melamine contaminated dairy products. It was analyzed that it is possible to control quality and safety problems and also to identify the key environmental conditions in china that contribute to the problems with dairy industry.

13. Shao, (2009) studied the improvement of flavor of dairy food by production of national fruity flavor. In situ production of aroma-active esters in dairy foods was done in order to improve flavor and also to produce fruity flavor concentrate.

14. Christian et al,(2009) studied and applied structural approach to understand the importance of personal ecological norms in purchasing organic food. It was revealed that people having strong. Personal norms use organic production, ingredients as their main crier a during decision process.

15. Hecer, (2010) studied effects of various socio-economic factors on the consumption of milk and milk products. Main socio-economic factors that were revealed from the study was between urban and rural population in terms of age, education, occupation income that affects their consumption behavior rural consumers being. Illiterate and having low income generally consume unpasteurized milk where as urban consumers having high income consumes pasteurized milk.

Research methodology

Research design

A research design is the specification of methods and procedure for acquiring information needed. According to

our research design we will perform the following step in the project.

To decide the objective of the research

To determine the most suitable method of research

To determine the source of the data collection

To determine suitable sampling design and sample size

To conduct the survey for data collection

To process and analyze data

Sample Size:- Total of 150 respondents will be chosen to conduct the research

Sample units- students, businessmen, self employees.

Data collection method-

1) Primary data : It will be collected with the help of a self administered questionnaire.

2) Secondary data : it will be collected with the help of books, research papers, magazines, news papers, journals,

internet, etc.

Research design: Descriptive research

DATA ANALYSIS

The responses from the questionnaires were tabulated and analyzed using the Statistical Package for the Social

Sciences (SPSS) version 16.0. The statistical procedures used were the descriptive statistics in obtaining

percentage.

AREA OF STUDY: I did my study at Jalandhar.

Analysis:

Verka

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .804

Bartlett's Test of Sphericity Approx. Chi-Square 354.985

Df 91

Sig. .000

Interpretation:-

The value of KMO indicates the adequacy of the data. If the value of KMO is 0.9 then its best and if it’s less than 0.5then data it is unacceptable.

We can see the value of KMO greater than 0.5 hence the data collected is adequate for research. The value of KMO indicates that whether the

data is ready for factor analysis.

Communalities

Initial Extraction

I prefer verka because it is best

brand available in market.1.000 .395

I prefer verka because its

quality is better than

competitors

1.000 .461


creative and innovative

Advertisement

1.000 .581

I prefer verka because it is

Reasonably priced1.000 .546


easily Availability 1.000 .599


tastier than competitors

products

1.000 .616


nutritional product1.000 .735


products are hygienic 1.000 .737

I prefer verka because of its

packaging.1.000 .601


products are Proper labeled1.000 .576

I prefer verka because it has all

the food trademarks1.000 .470

I prefer verka because it is very

popular brand1.000 .450


products are available in various

flavor

1.000 .495


products are easy to carry1.000 .642

Extraction Method: Principal Component Analysis.

Total Variance Explained

Compone

nt

Initial Eigenvalues Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings

Total % of Variance Cumulative % Total % of Variance Cumulative % Total % of Variance Cumulative %

1 4.835 34.539 34.539 4.835 34.539 34.539 2.977 21.265 21.265

2 1.833 13.094 47.633 1.833 13.094 47.633 2.951 21.081 42.347

3 1.235 8.824 56.457 1.235 8.824 56.457 1.975 14.110 56.457

4 .973 6.950 63.407

5 .894 6.389 69.796

6 .796 5.685 75.482

7 .686 4.902 80.384

8 .575 4.105 84.489

9 .485 3.466 87.955

10 .427 3.051 91.006

11 .398 2.843 93.849

12 .332 2.368 96.217

13 .304 2.169 98.386

14 .226 1.614 100.000


Component Matrixa

Component

1 2 3


brand available in market..570 -.217 -.150



competitors

.520 -.364 -.240



Advertisement

.619 .375 -.240


Reasonably priced.472 .207 .529


easily Availability .458 -.104 .615


Compone

nt



1 4.835 34.539 34.539 4.835 34.539 34.539 2.977 21.265 21.265

2 1.833 13.094 47.633 1.833 13.094 47.633 2.951 21.081 42.347

3 1.235 8.824 56.457 1.235 8.824 56.457 1.975 14.110 56.457

4 .973 6.950 63.407

5 .894 6.389 69.796

6 .796 5.685 75.482

7 .686 4.902 80.384

8 .575 4.105 84.489

9 .485 3.466 87.955

10 .427 3.051 91.006

11 .398 2.843 93.849

12 .332 2.368 96.217

13 .304 2.169 98.386



products

.715 -.314 .082


nutritional product.615 -.597 .011


products are hygienic .624 -.571 .148


packaging..651 .196 -.373


products are Proper labeled.646 .095 -.387


the food trademarks.647 .178 -.142


popular brand.599 .264 .149



flavor

.511 .395 .279


products are easy to carry.515 .612 .043


a. 3 components extracted.

Interpretation:-

The component Matrix shows that in component one there are 12 factors with value greater than 0.5 and in the 2nd component only one

factor is having value greater than 0.5. In the third component there is also only two factor having value greater than 0.5.

Rotated Component Matrixa

Component

1 2 3


brand available in market..532 .329 .062



competitors

.622 .261 -.078



Advertisement

.104 .735 .171


Reasonably priced.096 .150 .717


easily Availability .326 -.076 .698



products

.683 .250 .297


nutritional product.848 .064 .113


products are hygienic .824 .014 .242


packaging..272 .725 .021


products are Proper labeled.349 .674 -.020


the food trademarks.269 .594 .212


popular brand.154 .460 .464



flavor

-.011 .409 .572


products are easy to carry-.164 .654 .433


Rotation Method: Varimax with Kaiser Normalization.

a. Rotation converged in 5 iterations.

Component Transformation Matrix

Compon

ent 1 2 3

1 .618 .652 .439

2 -.784 .555 .278

3 -.063 -.516 .854

Extraction Method: Principal Component

Analysis.

Rotation Method: Varimax with Kaiser

Normalization.

AMUL

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .753

Bartlett's Test of Sphericity Approx. Chi-Square 359.713

Df 91

Sig. .000

Interpretation:-

The value of KMO indicates the adequacy of the data. If the value of KMO is 0.9 then its best and if it’s less than 0.5then data it is unacceptable.

We can see the value of KMO greater than 0.5 hence the data collected is adequate for research. The value of KMO indicates that whether the

data is ready for factor analysis.

Communalities

Initial Extraction

I prefer Amul because it is best


I prefer Amul because its


competitors

1.000 .770



Advertisement

1.000 .664

I prefer Amul because it is

Reasonable priced1.000 .481





products

1.000 .590





I prefer Amul because of its

packaging 1.000 .583


products are Proper labeled 1.000 .667

I prefer Amul because it has all

the food trademarks 1.000 .569

I prefer Amul because it is very




flavor

1.000 .787


products are easy to carry 1.000 .478



Compone

nt



1 4.822 34.446 34.446 4.822 34.446 34.446 2.780 19.858 19.858

2 1.486 10.615 45.061 1.486 10.615 45.061 2.139 15.279 35.137

3 1.393 9.951 55.012 1.393 9.951 55.012 2.134 15.246 50.383

4 1.166 8.330 63.342 1.166 8.330 63.342 1.814 12.959 63.342

5 .875 6.252 69.594

6 .785 5.610 75.204

7 .653 4.664 79.868

8 .622 4.446 84.314

9 .539 3.851 88.164

10 .464 3.311 91.476

11 .417 2.980 94.456

12 .356 2.541 96.997

13 .238 1.698 98.695

14 .183 1.305 100.000


Communalities

Initial Extraction





competitors

1.000 .770



Advertisement

1.000 .664







products

1.000 .590















flavor

1.000 .787



Component Matrixa

Component

1 2 3 4


brand available in market..294 .575 .233 -.369



competitors

.663 .500 -.225 -.174



Advertisement

.689 -.102 -.311 -.285


Reasonable priced.585 .243 .243 .144


easily Availability .602 .435 .156 -.131



products

.492 .031 .257 .530


nutritional product.604 -.129 .555 .246


products are hygienic .530 -.406 .518 -.096


packaging .489 -.506 -.292 -.057

Communalities

Initial Extraction





competitors

1.000 .770



Advertisement

1.000 .664







products

1.000 .590















flavor

1.000 .787




products are Proper labeled .681 -.267 -.275 -.237


the food trademarks .601 -.333 .163 -.266


popular brand.765 .006 -.136 -.031



flavor

.466 .159 -.467 .571


products are easy to carry .602 -.010 -.204 .272


a. 4 components extracted.

Interpretation:-

The component Matrix shows that in component one there are ten factors with value greater than 0.5 and in the 2nd component only

two factor is having value greater than 0.5. In the third component there is two factor having value greater than 0.5. and forth

component only one grater then 0.5.

Rotated Component Matrixa

Component

1 2 3 4


brand available in market.-.041 .063 .762 -.144



competitors

.335 -.050 .735 .340



Advertisement

.737 .024 .302 .172


Reasonable priced.094 .443 .437 .291


easily Availability .158 .252 .691 .166



products

-.026 .577 .081 .500


nutritional product.126 .827 .154 .159


products are hygienic .377 .741 .028 -.179


packaging .709 .119 -.194 .171


products are Proper labeled .780 .106 .155 .153


the food trademarks .599 .425 .135 -.109


popular brand.554 .241 .348 .345



flavor

.166 -.031 .057 .869


products are easy to carry .358 .201 .135 .539



a. Rotation converged in 9 iterations.

Component Transformation Matrix

Compon

ent 1 2 3 4

1 .640 .470 .457 .401

2 -.505 -.268 .791 .218

3 -.400 .791 .135 -.442

4 -.419 .284 -.384 .772



Findings:

Dairy product Company is contributing a major portion to the economic growth. In Jalandhar the potentiality of this sector is bright. Competition is high in Amul & verka Company as a lot of companies are

Fighting for the market share, specially for milk. Though milk product is the market leader, Verka & Amul brand has achieved the best

Position through delivering better quality and price. Most of the consumers ofMilk are used every day.

Now-a-days, people are so busy that they can’t or don’t watch TV. Moreover, because there are many national TV channels, people switch from one channel to another during the commercial breaks. Therefore, the TV commercials cannot convey the message cost effectively to mass people. Therefore, all the companies are emphasizing on outdoor advertisement.

From my study population 50% respondent are using Amul product and 50% are using Verka product And the factors which are affecting the decision of using the Amul product are:

1) I prefer Amul because it’s creative and innovative Advertisement

2) I prefer Amul because of its packaging.

3) I prefer Amul because its products are proper labeled.

The factors which are affecting the decision of using the Amul product are:

5) I prefer Amul because its quality is better than competitors6) I prefer Amul because its creative and innovative Advertisement 7) I prefer Amul because its nutritional product8) I prefer Amul because it is very popular brand

These are the various product because of that consumer are using Dairy products.

Recommendation and conclusion:

Annexure

QUESTIONNAIRE

Date _____________ Q. No. ______

Dear Sir/Madam,

I am the student of Lovely Institute of Management (LPU) are conducting a study on “COMPARATIVE ANALYSIS OF CONSUMER PREFERENCE TOWARDS AMUL AND VERKA IN JALANDHAR”. Please fill in the following questionnaire to help us in our survey.

Q.No.1 .Do you use dairy product?

a) Yes b) No

If no than move to Q. no. 8

Q.No.2. which dairy product you use mostly?

a) Milk b) Ghee

c) Butter d) Cheese

e) If any other please mention which _______________

Q.No.3.How frequently do you use dairy product.

a) Daily b) Weakly

c) Monthly d) Occasionally

Q.No.4. which dairy products do you prefer?

a) Amul b) Verka

c) Other

Please mention if any other _____________________

If Amul move to Q. no.7 and verka Q. no.6 If any other sec. B

Q.No.5. for how long you have been using this brand

a) Less than 1 year b) 2-5 year

c) More than 5 year

Q.No.6. Please kindly ranks in your order on a scale of 1 to 5.Why do you prefer verka brand?

(1Strongly agree, 2- Probably agree, 3- Satisfactory, 4- Disagree, 5- Strongly disagree.)

Factors 1 2 3 4 5

a) I prefer verka because it is best brand available in market.

b) I prefer verka because its quality is better than competitors

c) I prefer verka because its creative and innovative Advertisement

d) I prefer verka because it is Reasonably priced

e) I prefer verka because it is easily Availability

f) I prefer verka because it is tastier than competitors products

g) I prefer verka because its nutritional product

h) I prefer verka because its products are hygienic

I) I prefer verka because of its packaging.

j) I prefer verka because its products are Proper labeled

k) I prefer verka because it has all the food trademarks

l) I prefer verka because it is very popular brand

m) I prefer verka because its products are available in various flavor

n) I prefer verka because its products are easy to carry

Q.No.7.Please kindly ranks in your order on a scale of 1 to 5.Why do you prefer amoul brand?

(1Strongly agree, 2- Probably agree, 3- Satisfactory, 4- Disagree, 5- Strongly disagree.)

a) I prefer Amul because it is best brand available in market.

b) I prefer Amul because its quality is better than competitors

c) I prefer Amul because its creative and innovative

Advertisement

d) I prefer Amul because it is Reasonable priced

e) I prefer Amul because it is easily Availability

f) I prefer Amul because it is tastier than competitors products

g) I prefer Amul because its nutritional product

h) I prefer Amul because its products are hygienic

I ) I prefer Amul because of its packaging

j) I prefer Amul because its products are Proper labeled

k) I prefer Amul because it has all the food trademarks

l) I prefer Amul because it is very popular brand

m) I prefer Amul because its products are available in various flavor

n) I prefer Amul because its products are easy to carry

Q. No. 8.Why don’t you use dairy product?

a) Expensive b) perishable

c) Doesn’t like taste d) any other

If any other please mention reason _______________________________________

Section – B.

Please let us know a little about you.

Name ____________________________________________________

Q.No.9.Age

a) Less than 20 b) 20-25 c) 25-30

d) 30-35 e) Above 35

Q.No.10. Gender

a) Male b) Female

Q.No.11. Occupation

a) Student b) Service

c) Business d) housewife

Q.No.12.Monthly Income

a) 10,000-15,000 b) 15,000-20,000

c) 20,000-25000 d) Above 25,000

Place____________________

Graphs:

VERKA

Statistics

Do you use dairy product

N Valid 75

Missing 0


Frequency Percent Valid Percent

Cumulative

Percent

Valid yes 75 100.0 100.0 100.0

INTERPRETATION

After surveying it has been found that all of the peoples i.e.100% of peoples are heared about dairy products.

Statistics

which dairy product you use mostly

N Valid 75

Missing 0



Cumulative

Percent

Valid milk 53 70.7 70.7 70.7

ghee 9 12.0 12.0 82.7

butter 8 10.7 10.7 93.3

cheese 5 6.7 6.7 100.0

Total 75 100.0 100.0

Interpretation:- According to chart we can say that customer used milk 70.67% which is more than other products like ghee, butter, and cheese. It means that customer mainly used only milk.

Statistics

How frequently do you use dairy

product

N Valid 75

Missing 0

How frequently do you use dairy product


Cumulative

Percent

Valid Daily 47 62.7 62.7 62.7

Weakly 20 26.7 26.7 89.3

Monthly 2 2.7 2.7 92.0

Occasionally 6 8.0 8.0 100.0

Total 75 100.0 100.0

Interpretation:-According to chart we can say that customer used dairy products daily more. Daily use of dairy product 62.67% which is highest used from other frequents like weekly, monthly, occasionally.

Statistics

which diary products do you prefer

N Valid 75

Missing 0



Cumulative

Percent

Valid amul 1 1.3 1.3 1.3

verka 74 98.7 98.7 100.0

Total 75 100.0 100.0

Interpretation:-This diagram shows that 98.6% of people like verka product

Statistics

for how long you have been using

this brand

N Valid 75

Missing 0

for how long you have been using this brand


Cumulative

Percent

Valid less than 1 year 21 28.0 28.0 28.0

2-5 year 27 36.0 36.0 64.0

more than 5 year 27 36.0 36.0 100.0

Total 75 100.0 100.0

Interpretation:- This diagram shows that 28% of people use this brand for less than 1year and 36%of people use it for 2-5 and more one five year.

Age


Cumulative

Percent

Valid less than 20 13 17.3 17.3 17.3

20-25 55 73.3 73.3 90.7

25-30 4 5.3 5.3 96.0

above35 2 2.7 2.7 98.7

5 1 1.3 1.3 100.0

Total 75 100.0 100.0

Statistics

Age

N Valid 75

Missing 0

Interpretation:-

This diagram shows that less than 20 age people use 17.33% and 20-25 age people 73.33% use and 25-30age people 5.33%use and

above35 age people 2.67%used the dairy product

Statistics

Gender

N Valid 75

Missing 0

Gender


Cumulative

Percent

Valid male 53 70.7 70.7 70.7

female 22 29.3 29.3 100.0

Total 75 100.0 100.0

Interpretation:- This diagram show that the male are used 70.67% and female 29.33% are used the dairy product.

Statistics

Occupation

N Valid 75

Missing 0

Occupation


Cumulative

Percent

Valid Student 63 84.0 84.0 84.0

Service 9 12.0 12.0 96.0

Business 3 4.0 4.0 100.0

Total 75 100.0 100.0

Interpretation:- This diagram shows that student used dairy product 84% and service people used 12% and business man 4% used.

Statistics

Monthly Income

N Valid 27

Missing 48

Monthly Income


Cumulative

Percent

Valid 10,000-15,000 11 14.7 40.7 40.7

15,000-20,000 6 8.0 22.2 63.0

20,000-25,000 3 4.0 11.1 74.1

Above25,000 7 9.3 25.9 100.0

Total 27 36.0 100.0

Missing System 48 64.0

Total 75 100.0

Interpretation:- This diagram shows that people with monthly income 10,000-15000 uses 40.74% of product. And 15000-20000 uses 22.22% and 20.000-25000uses 11.11% and above 25000uses 25.93%pople used the dairy product.

AMUL

Statistics


N Valid 75

Missing 0



Cumulative

Percent

Valid yes 75 100.0 100.0 100.0

Interpretion:-

After surveying it has been found that all of the people’s i.e.100% of peoples are heared about dairy products.

Statistics


N Valid 75

Missing 0



Cumulative

Percent

Valid milk 38 50.7 50.7 50.7

ghee 8 10.7 10.7 61.3

butter 23 30.7 30.7 92.0

cheese 6 8.0 8.0 100.0

Total 75 100.0 100.0

Interpretation:- According to chart we can say that customer used milk 50.67% which is more than other products like ghee, butter, and cheese. It means that customer mainly used only milk.

Statistics

How frequently do you use dairy

product.

N Valid 75

Missing 0

How frequently do you use dairy product.


Cumulative

Percent

Valid Daily 39 52.0 52.0 52.0

Weakly 24 32.0 32.0 84.0

Monthly 3 4.0 4.0 88.0

Occasionally 9 12.0 12.0 100.0

Total 75 100.0 100.0

Interpretation:-According to chart we can say that customer used dairy products daily more. Daily use of dairy product 52% which is highest used from other frequents like weekly, monthly, occasionally.

Statistics


N Valid 75

Missing 0



Cumulative

Percent

Valid amul 75 100.0 100.0 100.0

Interpretation:- This diagram shows the 100% people use Amul product.

Statistics

for how long you have been using

this brand

N Valid 75

Missing 0

for how long you have been using this brand


Cumulative

Percent

Valid less than 1 year 10 13.3 13.3 13.3

2-5year 29 38.7 38.7 52.0

more than 5 year 36 48.0 48.0 100.0

Total 75 100.0 100.0

Interpretation:- This diagram shows that 13.33% of people use this brand for less than 1year and 38.67%of people use it for 2-5 and more than five year used 48% people.

Statistics

Age

N Valid 75

Missing 0

Age


Cumulative

Percent

Valid Less than 20 14 18.7 18.7 18.7

20-25 50 66.7 66.7 85.3

25-30 2 2.7 2.7 88.0

30-35 4 5.3 5.3 93.3

Above 35 5 6.7 6.7 100.0

Total 75 100.0 100.0

Interpretation:-

This diagram shows that less than 20 age people use 18.67% and 20-25 age people 66.67% use and 25-30age people 2.67%use and

above35 age people 6.67%used the dairy product

Statistics

Gender

N Valid 75

Missing 0

Gender


Cumulative

Percent

Valid Male 49 65.3 65.3 65.3

Female 26 34.7 34.7 100.0

Total 75 100.0 100.0

Interpretation:- This diagram show that the male are used 65.33% and female 34.67% are used the dairy product.

Statistics

Occupation

N Valid 75

Missing 0

Occupation


Cumulative

Percent

Valid Student 60 80.0 80.0 80.0

Service 8 10.7 10.7 90.7

Business 4 5.3 5.3 96.0

Housewife 3 4.0 4.0 100.0

Total 75 100.0 100.0

Interpretation:- This diagram shows that student used dairy product 80% and service people used 10.67% and business man 5.33% used and house wife 4% used the dairy product. Students are using more product.

Statistics

Monthly Income

N Valid 32

Missing 43

Monthly Income


Cumulative

Percent

Valid 10,000-15,000 9 12.0 28.1 28.1

15,000-20,000 13 17.3 40.6 68.8

20,000-25000 2 2.7 6.2 75.0

Above 25,000 8 10.7 25.0 100.0

Total 32 42.7 100.0

Missing System 43 57.3

Total 75 100.0

Interpretation:-

This diagram shows that people with monthly income 10,000-15000 uses 28.12% of product. And 15000-20000

uses 40.62% and 20.000-25000uses 6.25% and above 25000uses 25%pople used the dairy product

Recommendation & conclusion:

Do not make incentives cumbersome for the individual salesperson to understand or track. It is de-motivating to have to puzzle over incentive systems, and salespeople will simply not bother to decipher complex rules.

Psychologically, a reward becomes more enticing when it is within reach. Publicize sales incentives in printed matter and conversations so that salespeople know not only that the incentives exist but also that they are attainable.

If you want to get the best out of your employees, you have to know what makes them tick. This can be a con for sales incentive systems, particularly since small business owners may not have the time to dedicate to this aspect of human resources. If you have the time and inclination, however, learn as much as you can about personality-based theories of motivation, and figure out where your salespeople fit in.

The existence of an incentive system isn't meant to replace day-to-day efforts to equip, support, and respect your sales force. Even flashy incentives won't make up for a poorly run business.

Remember that incentives programs aren't the end-all of sales management. Sales motivation is holistic, encompassing proper recruitment, training and direction as well as incentives. Motivation comes not simply from the lure of tangible rewards but from being treated well. Paying attention to the whole process is the best thing you can do for salespeople.

For the attraction of new generation close may modify their advertisement system.

Can offer free goods with product to increase sales. seminar, workshop can do better for the product Selling For advertisement perform with social work more and more Company should appoint competent & sincere salesman so that they could provide schemes to the entire

retailer’s & cover their full route. It is often seen that some salesman do not intimate schemes to the retailer & few of the retailers complained

about it. So there should be frequent visits of Customer Executives to their respective areas to keep the shopkeepers benefited with various schemes.

Delay in starting of supply vans from respective depot should be checked & a proper time register should be maintained.

Company should try to give some credit facility based on the credit worthiness distributors so that they get motivated.

Proper feedback system should be developed by ensuring regular visits & check randomly at the various outlets.

References:-

1. Ainsworth Paul, (1996). Chemistry in the kitchen-milk and milk products II, Nutrition & food science. No-3. Pp.21-24.

2. Bower, A.J. (2008). “The white staff?” An investigation into consumer evaluation of the Scottish celebrity milk marketing campaign. Vol.38.no.2.pp.164-174.

3. Baxter A. Irene Bower a. John. (2000).”Consumer perception of the nature and quality of home-made and commercial dairy ice cream,” British food journal, vol.102.no.11, pp.821-837.

4. Bates Stephen and fearne Andrew. (2003). what price a “pinta”? Differentiating the market for liquid milk. British food journal. vol.105 no.11, pp.756-770.

5. Cowan catchal and O’Connor Elaine. (2005). “Acceptance by Irish consumers of a hypothetical gm dairy spread that reduces cholesterol.” Emerald group publishing limited. Vol.107, no.6.pp.361-380.

6. Ceylan melike and ates celik hacer. (2010). “Effects of socioeconomic factors on the consumption of milk, yoghurt and cheese,” emerald group publishing limited. Vol.112. no.3, pp.234-250.

7. Ender wick peter. (2009). Managing “quality failure” in china: lessons from the dairy industry case,” emerald group publishing limited. Vol.4, no.3, pp.220-234.

8. Holland Ross and crow. Vaughan linquan-shao. (2009). “Production of natural fruity flavor in dairy foods.” Emerald group publishing limited. Vol. 39.no.5,pp.483-489.

9. Lin Tso Yu Hsu Lu Jane. (2006). “consumption and attribute perception of flaid milk in Taiwan,” emerald group publishing limited. Vol.36. no.3, pp. 177-182.

10. Melham P.B. and white R.P. Tomkins S.M. Millar K.M. (2002). “Consumer attitudes to the use of two dairy technologies,” British food journal, vol.104, No.1, pp.785-796.

11. Mc erlean Seamus. (1999). “The price schedule required to smooth seasonal milk supply.” British food journal, vol.101, no. 10, pp.785-796.

12. Ouyang Ming kozlowski wojeiech Wang femg. (2008). “Facing the challenges of expansion in the European Union.” Emerald group publishing limited. Vol.3.no.1, pp. 71-86,

13. Ohms Silvia klockner a. Christian. (2009), “the importance of personal norms for purchasing organic milk,” emerald group publishing limited, vol.111 no.11, pp. 1173-1187.

14. Sillen Goren and stock a LAN, (1998). “Bactofugation of liquid milks,”no.5, pp.280-282,

15. UK Edinburgh, Nazlin imram. (1999). “Visual texture perception in formulated chilled dairy desserts.” British food journal. Vol.101, no.1, pp. 22-31.

Research

Documents

amul products

various product

quality of dairy product

dairy product company

study consumer preference

verka product

dairy technologies

dairy factory