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Introduction
Milk products occupy an important role in people‘s diet in society like India where milk production and
consumption plays a pivotal role in the functioning of Indian economy. With the largest number of cattle population
in the world, India ranks first in the annual milk production with the total milk output of 165 million tonnes (during
the Financial Year 2016-17) contributing 16% to the World‘s total milk production. Of this, Uttar Pradesh is the
massive contributor of 17.6% and Tamil Nadu clenches ninth position by contributing 5.03%. The Indian GDP
exhibits a decline phase in agriculture and livestock sector from 34.2 percent and 4.82 percent in 1980-81 to 17.46
percent and 4.43 percent in 2015-16 (National Dairy Development Board), whereas the share of livestock has been
subscribing an increase in Indian agricultural GDP from 13.88 percent in 1980-81 to 27.25 percent in 2012-13
(National Accounts Division). The consumption of dairy products‘ has been exponentially growing due to its rich
nutritional qualities in the country, and in regards with the facts and figures, India‘s milk production will further
grow at a CAGR of around 14% between 2015-16 and 2021-22. Backed via strong domestic demand for milk,
India‘s per capita availability leans at 289.4 grams in FY2017 (National Dairy Development Board). The Indian
iii. Likert Scaling: It is a psychological measurement device to gauge the attitude, values and
opinions. It functions by having a person complete a questionnaire requiring them to indicate the
extent to which they agree or disagree with a series of statements.
iv. Garrett’s Ranking Technique: The sample respondents will be asked to rank the constraints
faced during the procurement of the products. These ranks will be converted into percent position
by using formula,
ij 0.5
Percent Position 100 x
Nj
Where, Rij – Rank given to the ith factor by the jth individual
Nj - Number of factors ranked by the jth individual
Analysis and Interpretation
The data collected from the sample respondents were analyzed in accordance with objectives of the study
and results are presented and discussed in the following sections.
Chart Title
80
69
70
60 51 51
50 Aroma Buyers
40
27 Non-Buyers
30 24
18 Overall
20
10
0
Male Female
It is evident from the figure 1 that, female are more involved in purchasing milk products both in overall
category and also for Aroma products.
b. Age of the Sample Respondents
Chart Title
100 56 Buyers
32 24 44
11 3 14 2618
6 0 6 Non Buyers
0
Student Business Employee Home Makers Overall
a. Awareness about the Aroma Milk Products among the Sample Respondents
Table 3. Awareness about the Aroma Milk Products
Awareness about Aroma Milk
S.No Aroma Buyers Non Buyers Overall
Products
75 33 108
1. Aware
(100.00) (73.33) (90.00)
0 12 12
2. Unaware
(0.00) (26.67) (10.00)
75 45 120
TOTAL
(100.00) (100.00) (100.00)
(Figures in the parentheses indicates percentage to the total)
7 0 7
2. Butter
(9.33) (0.00) (8.04)
39 0 39
3. Panneer
(52.00) (0.00) (44.82)
72 10 82
4. Ghee
(96.00) (83.33) (94.25)
13 0 12
5. Curd
(17.33) (0.00) (13.79)
21 0 21
6. Butter
(28.00) (0.00) (24.13)
(Figure in the parentheses indicates percentage to the total)
It can be concluded from the above table that, 94.25 percent of the total respondents are much interested to
purchase Aroma Ghee than other products, due to its consistency and aroma. 75.86 percent of the total respondents
are attracted towards Aroma fluid milk. In case of Aroma buyers, 96 percent of the respondents are Aroma ghee
consumers, followed by 77.33 percent of consumers preferring Aroma milk due to its thickness and consistency.
Only 9.33 percent of the consumers prefer to buy Aroma butter and also the percentage level of consumers
purchasing Aroma curd is also low (17.33%).
Hence, it is concluded from the study that Aroma milk product buyers are getting what they expect and regarding
the non-buyers, they are not sure about their product‘s quality as well as they felt they are high priced. Though the Aroma
milk products are better quality and are good for health, the respondents those who buy Aroma products still feel that they
are highly priced. So, the perception of non-buyer towards Aroma Milk products states that these milk products are not up
to the mark for them.
i. Attitude of the Sample Respondents towards Aroma Milk Products
Table 13. Attitude of the Sample Respondents
S. Buyers (n=75)
Attitude (Aroma Buyers)
No. Mean Score
1. We should always read the label before buying any milk products 4.3
2. Milk products should be purchased only from trusted outlets 4.1
3. I personally think milk products should be a part of daily food. 4.0
4. When I like something, I buy it without too much deliberation. 3.4
5. Price doesn‘t matter when it comes to quality. 4.6
6. It‘s good when the products are ready to eat or cook. 4.5
7. I always try something new and unique. 3.2
8. I often get influenced by advertisements of new products. 2.8
Thus, it is concluded from the results that the sample respondents were ready to spend extra money if they
get good quality as well as ready to use products. But, they are also conscious of the stores as well as the product
manufacturer.
j. Expectation of the Sample Respondents towards the Aroma Milk Products
Table 14. Expectations by the Consumers
It has been proved from the Table 5.35 that ―lower shelf life‖ is the major constraints faced by the sample
respondents ranked 1st with the mean score of 86.94. Consumers feel that their products are high priced, which they
categorized as 2nd position (Mean Score - 77.88), followed by the unsuitable quantity and required variation in
packaging with 76.38 mean score as 3rd rank. The least ranked constraint is ―non-availability of products‖ with a
mean score of 29.40 and consumers expect door delivery across urban areas which ranked 6 th locale (50.84 mean
score).
Conclusion
Aroma milk has a good reputation among the customers, so it can be extended supplying products towards
the customer demand for and availability in markets must maintained for the consumer to say in the same Aroma
brand. Based on the findings of the study, there are still a large portion of consumers not satisfied with Aroma brand.
Industry can target that segment and use it as an opportunity to expand their sales by satisfying those consumers also
by retaining the existing consumers. For that they have to make their quality and availability their utmost importance
than any other factors.
References
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