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CHAPTER 1 INTRODUCTION

1. COMPANY PROFILE
Incorporate in November 2003 stated in (ARUNI) JEEVAN MILK. providing milk products. After that in 2004, July, 14 started in transferring in JET ASSOCIATES i.e. Jeppiaar Milk. JET associates total land 4.2 hectares, hectares, cultivating land 16 hackers. A company power consumed per day 250 kv required. A company total staff members 20 (including for all). Milk vehicle operation 14 roots. Marketing Areas such as Chennai, Madurai, Trichy, Pondy, Hosur, Bangalore, Salem, Cuddalore district and other station. 1.2 BRAND AVAILABLE IN MARKET Jeppiaar standardized milk, pasteurized milk, pannier, Ghee, flavored milk. 1.2.1 VISION To be the most valuable service provider in customer satisfaction. 1.2.2 MISSION Establish relationship through demonstration of expertise and commitment and add value to these relationships by acquiring knowledge and hence exceeding customers experience. 1.2.3 QUANTITY Mission critical technical solution demand quantity. We recognize that quality solutions are key to the long-term growth of our company. Continuous improvement, with an ongoing documentation of process improvisation keep all the encouraged to contribute to quality. The company has been evaluating with industry and in a not strong position today to become major forces in

1.2.4 FUTURE PLAN Jet associate in future days many products are launching, namely, Jeppiaar ice cream Curd Schemed milk powder Toned milk Double toned milk

1.2.5 COMPANY CAPACITY Milk turnover per day; Per shift morning 260000 LPD (Liters per day) Evening shift 200000 LPD Plant capacity 1100000 LPD

1.3 PRODUCT PROFILE


MILK The white liquid produced by cows, goats, and sheep and used by humans as a drink or for making butter, cheese, ect: Milk is a complete food for every human being. A clean lateral secretion obtained from the healthy milk, i.e., cow. 15 days before and 15 days after calving to format the quality milk launches for 18th century. Milk is widely considered as one of the worlds most valuable food. As a raw material, it is available in various forms, and it is processed into an ever increasing variety of nutritional products. 1.3.1 MILK PRODUCTS Pasteurized milk Flavored milk Sterilized milk Cultured milk

Sweetened condensed milk

1.3.2 FAT CONTENT IN MILK #Jeppiaar standardized milk A Milk component for all type of packing 4.5% - FAT 8.5% - SNF (solids non fat) #Jeppiaar toned milk 3% - FAT 8.5% - SNF #Jeppiaar double toned milk 2% fat + 9% fat #Jeppiaar defatted milk 0.2 % fat less than 9% SNF Total solids TS = FAT + SNF A good quality milk ratio:27.5 CLR 4.0 FAT 8.2 - SNF 1.3.3 METHOD OF RATE FIXING Single access method It is depends upon FAT (or) SNF Double access method FAT + SNF 3

It is both of them necessary for the price fixing. Package size available 200ml, 250ml, 500ml and 1 liter are available package size.

1.2 NEED FOR THE STUDY


The success of any product in the market depends on the brand Brand are considered as significant thing in the product market The study mainly undertaken to identify the brand awareness of the customer Once brand image identified, it would be possible for the management to take the necessary action to improve the product in the market Better brand image will help the organization and product to be rare efficient and increase the profits.

CHAPTER 2 REVIEW OF LITERATURE


2.1 BRAND
The word brand, when used as a noun, can refer to a company name, a product, or a unique identifier such as a logo or trademark. A brand also stands for the immediate image, emotions, or perceptions, people experience when they think of a company or product. A brand represents all the tangible and intangible qualities and aspects of a product or service. A brand represents a collection of feelings and perceptions about quality, image, lifestyle, and status. It is precisely because brands represent intangible qualities that the term is often hard to define. Intangible qualities, perceptions, and feelings are often hard to grasp and clearly describe. Branding today is used to create emotional attachment to products and companies. Branding efforts create a feeling of involvement, a sense of higher quality, and an aura of intangible qualities that surround the brand name, mark, or symbol.

2.2 BRAND CONTAINS


2.2.1 Brand Management Branding is all about perception. Brand management recognizes the markets perceptions may be different from what is desired while it attempts to share those perceptions and adjust the branding strategy to ensure the markets perceptions are exactly what you intend. Brand management is all about shaping and managing perceptions. Brand management is the application of marketing techniques to a specific product, product line, or brand. It seeks to increase the products 5

perceived value to the customer and thereby increase brand equity. Marketers see a brand as an implied promise that the level of quality people have come to expect from a brand will present and future purchase of the same product. This may increase sales by making a comparison with competing products more favorable. It may also enable the manufacturer to charge more for the product. The value of the brand is determined by the amount of profit it generates for the manufacture. This results form a combination of increased sales and increased price.

2.2.2 Brand image Brand image is defined as consumers perceptions as reflected by the associations they hold in their minds when they think of the brand. Brand image describes consumers desire to use brands as signals of personal identity and success. Its surveys find that people tend to purchase the same brands their friends use, and that consumers feel that buying certain brands indicates theyve made it. 2.2.3 Brand loyalty Brand loyalty describes consumers preference for familiar brands. In surveys, people report sticking with brands they like and feeling that its risk to buy unfamiliar brands. 2.2.4 Brand preference Brand preference occurs when consumers prefer the brand to competing brands. Brand preference might be considered the holy grail of branding because it is the result of consumers knowing the brand, understanding what is unique about the brand, connecting emotionally with the brand, making a decision that the brand is superior to others for some reason or combination of reason, and choosing it over competing brands. 2.2.5 Brand awareness Brand awareness is when people recognize a brand for what it is. This does not necessarily mean they prefer that brand (brand preference), attach a high value to, or associate any superior attributes to it, it just means they recognize the brand and can identify it under different conditions. 6

2.2.6 Brand Equity Brand equity is the sum brand equity is an intangible asset that depends on associations made by the consumer. Total of all the different values people attach to the brand, or the holistic value of the brand to its owner as a corporate asset. Brand equity can include; the monetary value or the amount of additional income expected from a branded product over and above what might be expected from an identical, but unbranded product; the intangible value associated with the product that cannot be accounted for by price or features; and the perceived quality attributed to the product independent of its physical features. A brand is nearly worthless unless it enjoys some equity in the marketplace. Without brand equity, you simply have a commodity product. 2.3 The benefits of a strong brand Here are just a few benefits if a strong brand is created. A strong brand influences the buying decision and shapes the ownership experience Branding creates trust and an emotional attachment to the product or company. This attachment then causes the market to make decisions bases, at least in part, upon emotion not necessarily just for logical or intellectual reasons. A strong brand can command a premium price and maximum the number of units that can be sold at that premium Branding helps make purchasing decisions easier. In this way, branding delivers a very important benefit. In a commodity market where features and benefits are virtually indistinguishable, a strong brand will help the customers trust the product and create a set if expectations about the products without even knowing the specifics of product features. Branding will help in fence off the customer from the competition and protect the market share while building mind share. Once the mind is shared, the customers will automatically think first when they think of that type of product category.

A strong brand can make actual product features virtually insignificant. A solid branding strategy communicates a strong, consistent message about the value of the company. A strong brand helps to sell value and the intangible that surround the products.

A strong brand builds customer loyalty, not just selling product. A strong branding campaign will also signal the seriousness about marketing and that is intended to be around for a while. A brand impresses the firms identity upon potential customers, not necessarily to capture an immediate sale but rather to build a lasting impression of company and their products.

Branding builds name recognition for the company or product. A brand will help to articulate the companys values and explain why they are completing in the market.

A good brand name should: be legally protectable be easy to pronounce be easy to remember be easy to recognize attract attention suggest product benefits (e.g.: Easy-Off) or suggest usage suggest the company or product image Distinguish the products positioning relative to the completion.

2.4 STRATEGIC BRAND MANAGEMENT PROCESS


Strategic brand management involves the design and implementation of marketing programs and activities to build, measures, and manage brand equity. 1. Identifying and establishing brand positioning and values 8

2. Planning and implementing brand marketing programs 3. Measuring and interpreting brand performance 4. Growing and sustaining brand equity. The remainder of this section briefly highlights each of these four steps, which are examined in much more detail in the remainder of the book. 2.4.1 Identifying and Establishing Brand Positioning and Values The strategic brand management process starts with a clear understanding as to what the brand is to presents and how it should be positioned with respect to competitors. Kotler defines brand positioning as the act of designing the companys offer and image so that it occupies a distinct and valued pace in the target customers mind. The goal is to locate the brand in the minds of consumers such that the potential benefit to the firm in maximized. Competitive brand positioning is all about creating brand superiority in the minds of consumers. Fundamentally, positioning involves convincing consumers of the advantages of a brand via-a-via competitors. 2.4.2 Planning and Implementing Brand Marketing Programs Building brand equity requires creating a brand that consumers are sufficiently aware of and with they have strong, favorable, and unique brand associations. In general, this knowledge-building process will depend on three factors; 1. The initial choice for the brand elements or identities making up the brand 2. The marketing activities and supporting marketing program and the manner by which the brand is integrated into them 3. Other association indirectly transferred to the brand by linking it to other entity (e.g. the company, country of origin, channel or distribution, or another brand) 2.4.3 Measuring and Interpreting Brand Performance To understand the effects of brand marketing programs, it is important to measure and interpret brand performance. A useful tool in that regard is the brand value chain. The brand value chain is a means to trace the value creation process for brands to better understand the financial impact of brand marketing expenditures and investments. 9

The brand value chain helps to direct marketing research efforts. Profitable brand management requires successfully designing and implementing a brand equity measurement system. A brand equity measurement system is a set of research procedures designed to provide timely, accurate, and actionable information for marketers so that they can make the best possible tactical decisions in the short run and the best strategic decisions in the long run. 2.5 DEVISING A BRANDING STRATEGY The branding strategy for a firm reflects the number and nature of common and distinctive brand elements applied to the different products sold by the film. In other words, devising a branding strategy involves deciding the nature of new and existing brand elements to be applied to new and existing products. The decision as to how to brand new products is especially critical. When a firm introduces a new product, it has three main choices: 1. It can develop new brand elements for the new product. 2. It can apply some of its existing brand elements. 3. It can use a combination of new and existing brand elements. When a firm uses an established brand to introduce a new product, it is called a brand extension. When a new brand is combined with an existing brand, the brand extension can also be called a sub-brand, as with Hershey Kisses candy, Adobe software, Toyota Camry automobiles, and American Express Blue cards. An existing brand that gives birth to a brand extension is referred to as the parent brand. If the parent brand is already associated with multiple products through brand extensions, then it may also be called a family brand. Brand extensions can be broadly classified into two general categories. In a line extension, the parent brand is used to brand a new product that targets a new market segment within a product category currently served by the parent brand, such as through new flavors, forms, colours, added ingredients, and package sizes. Dannon has introduced several types of Dannon yogurt line extensions through the years Fruit on the Bottom, Natural Flavors. Fruit Blends, and Whipped. In a category extension, the parent brand is used to enter a different product category from that currently served by the parent brand, such as Swiss Army watches. Honda has used its company 10

name to cover such different products as automobiles, motorcycles, snow blowers, lawnmowers, marine engine, and snowmobiles. This allows Honda to advertise that is can fit six Honda in a two-car garage. A brand line consists of all products-original as well as line and category extensions sold under a particular brand. A brand mix (or brand assortment) is the set of all brand lines that a particular seller makes available to buyers. Many companies are now introducing branded variants, which are specific brand lines supplied to specific retailers or distribution channels. They result from the pressure retailers put on manufacturers to provide distinctive offerings. A camera company may supply its low-end camera shops. Valentino may design and supply different lines of suits and jackets to different departments stores.

2.6 CRITERIA FOR CHOOSING BRAND ELEMENTS


In general, there are six criteria in choosing brand elements (as well as specific considerations in each case) 1. Memorability 2. Meaningfulness 3. Likability 4. Transferability 5. Adaptability 6. Protectability 2.6.1 Memorability A necessary condition for building brand equity is achieving a high level of brand awareness. Toward that goal, brand elements can be chose that are inherently memorable and therefore facilitate recall or recognition in purchase or consumption settings. In other words, the intrinsic nature of certain names, symbols, logos, and like- the semantic content, visual properties, and so on may make them more attention getting and easy to remember and therefore contribute to brand equity. choice

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2.6.2 Meaningfulness Besides choosing brand elements to build awareness, brand elements can also be chosen whose inherent meaning enhances the formation of brand associations. Brand elements may take on all kinds on all kinds of meaning, varying in descriptive, as well as persuasive content. 2.6.3 Likability The associations suggested by a brand element may not always be related to product. Thus, brand elements can be chosen that are rich in visual and verbal and inherently fun and interesting. Independent of its memorability and meaningfulness, how aesthetically appealing do consumers find the brand element? Is it inherently likable, both visually, verbally, and in other ways? In other words, independent of the particular product or service, how much would consumers like the brand element? The science of branding 4-1 outline how marketing aesthetics can be applied to brand elements. 2.6.4 Transferability The fourth general criterion concerns the transferability of the brand element in both a product category and geographic sense. First, to what extent can be the brand element and to brand equity of new products sharing the brand elements introduced either within the product class or across product classes? In other words, how useful is the brand element for line or category extensions? In general, the less specific the name, the more easily it can be transferred across categories. 2.7 Brand Positioning Marketers need to position their brands clearly in target customers minds. They can position brands at any of three levels. At the lowest level, they can position the brand on product attributes. Thus marketers of Dove soap can talk about the products attributes of one-quarter cleansing cream. However, attributes are the least desirable level for brand positioning. Competitors can easily copy attributes. 2.8 Brand Name Selection A good name can add greatly to a products success. However, finding the best brand name is a difficult task. It begins with a careful review of the product and its benefits, the target market, and proposed marketing strategies. 12

2.9 Co-Branding Although companies have been co-branding products for many years, there has been a recent resurgence in co-branded products. Co-branding occurs when two established brand names of different companies are used on the same product.

CHAPTER 3
OBJECTIVES OF THE STUDY

To study the brand awareness of the customers. To find out the various competing brands preferred by the customers. To ascertain the sources of selection of the milk products. To study the satisfactory level the milk products. To find out the quantity of consumption of milk products.

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CHAPTER 4 RESEACH METHODOLOGY


4. Research
Research in common parlance refers to a search for knowledge. Once can also define research as a scientific and systematic search for pertinent information on a specific topic The manipulation of things, concepts or symbols for the purpose of generalizing to extend, correct or verify knowledge, whether that know ledge aids in construction of theory or in the practice of an art

4.1 Research design


The formidable problem that follows the task defining the research problem is the preparation of the design of the research project; popularly know as the Research design. A research design is the arrangement of conditions for collection and analysis of data in a manner that aims to combine relevance to the research purpose with economy in procedure

4.2 Data collection Method


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The data needed for the research study were collected from two sources such as primary source and secondary sources.

4.2.1 Primary data


Primary data were collected through survey from the consumer using the questionnaire. Questionnaire helps to understand the consumer. Only limited number of data is collected from the consumer through primary data

4.2.2 Secondary data


Secondary data needed for conducting this research work were collected from brochures of the company and, books and various journals.

4.3 Sample size


The sample size is 100 covering the respondents

4.4 Analysis of data


The data collected from the employee during survey are analyzed using various tools. The tools applied for this study is

Percentage method Co-efficient of variation Chi-square test

4.4.1 PERCENTAGE METHOD


The percentage method was extensively used for finding various details. It is used for 15

making comparison between to or more series of date. No. of respondents Percentage of Respondents = Total no. of people questioned 4.4.2 CHI-SQUARE TEST(X2) This is non-parametric test used for testing hypothesis. Chi-Square test aims at determining whether there is any significant difference exits among the group of data of whether the difference is due to sampling. Chi-Square test depends upon the degree of freedom involved. The formula for computing X2 is; X2 = (O-E)2 /E 4.4.3 CO-EFFICIENT OF VARIATION The standard deviation is an absolute measure of depression the corresponding relative variation. Two are more series can be used to find variability. That series (or group) for which the coefficient of variation is greater is said to more variable or less consistent, less uniform, less stable or less homogenous on the other hand, the series for which coefficient of variation is less is said to be less variable or more consistent, more uniform, more stable. COEFFICIENT OF VARIATION OR C.V = / X 100 X 100

4.5 Sampling plan:


While conducting survey it is impossible to meet each and every element of the universe. Besides it is time consuming and expensive. Further to arrive at valid conclusion it may not be necessary to enumerate all We may study a sample drawn from the layer population and if that sample is adequately representation of the population, we can arrive at valid conclusion.

4.6 Question construction


Dichotomous 16

Multiple choice Open, Rating Scale

CHAPTER 5 DATA ANALYSIS AND INTERPRETATIONS Table 5.1 GENDER SEGMENTATION Gender Male Female Total Inference The above table shows that the 52 % of consumer are female and remaining 48% is female. No. of respondents 48 52 100 Percentage 48% 52% 100%

Chart 5.1 GENDER SEGMENTATION

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Table 5.2 BRAND PREFERENCE BY CUSTOMER Brand Name Aavin Jeppiaar Arokiya Heritage Thirumala Total Inference The above table show that the 39% of consumer like aavin brand another 30% consumer are jeppiaar 12% like arokiya 9% like heritage and remaining 9% like thirumala No. of respondents 39 30 12 9 9 100 Percentage 39% 30% 12% 9% 9% 100%

Chart 5.2 BRAND PREFERENCE BY CUSTOMER

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Table 5.3 SOURCES OF BRAND SELECTION Sources Through Advertisement Relation Friends Others Total Inference The above table show that the 33% of sources of brand selection is relation another 28% is other 26% is through fiends and remaining 13% is through advertisement. No. of respondents 13 33 26 28 100 Percentage 13% 33% 26% 28% 100%

Chart 5.3 SOURCES OF BRAND SELECTION

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Table 5.4 USAGE OF MILK PRODUCT Milk Products Ghee Pannier Pasteurized Milk Flavored Milk Total Inference The above table show that the 33% of usage of milk is ghee another 29% are flavored milk 23% is pasteurized milk and remaining 15% like pannier No. of respondents 33 15 23 29 100 Percentage 33% 15% 23% 29% 100%

Chart 5.4 USAGE OF MILK PRODUCT

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Table 5.5 THE PERIOD USAGE OF MILK PRODUCT Milk Products Below 6 months 6 month to 1 year Above 1 year Total Inference The above table show that the 49% is 6 month to 1 year the period of usage of milk products another 42% above 1 year and remaining 5% are below 5 months. No. of respondents 5 49 42 100 Percentage 5% 49% 42% 100%

Chart 5.5 THE PERIOD USAGE OF MILK PRODUCT

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Table 5.6 COMPARISON OF MILK PRODUCTS Comparison of milk products Price Quantity Package Taste Total Inference The above table show that the 34%are package another 31% is price 25% taste and remaining 10% are taste. No. of respondents 31 10 34 25 100 Percentage 31% 10% 34% 25% 100%

Chart 5.6 COMPARISON OF MILK PRODUCTS 22

Table 5.7 RANK THE BRAND Brand Name Jeppiaar Aavin Arokiya Heritage Thirumala Total Inference 39% respondents ranked first for aavin and 30% respondents ranked second for jeppiaar and 12% respondents ranked third for arokiya and 10% respondents ranked four for heritage and 9% of the respondents ranked five for thirumala . Chart 5.7 RANK THE BRAND No. of respondents 30 39 12 10 9 100 Percentage 30% 39% 12% 10% 9% 100% Rank 2 1 3 4 5

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Table 5.8 SATISFIED LEVEL OF MILK PRODUCTS Opinion of Customer Highly Satisfied Satisfied Not Satisfied Highly Dissatisfied Total Inference The above table show that the 48% of the consumer are satisfied of milk products another 27% are not satisfied 16% highly satisfied and remaining 9% are highly dissatisfied. No. of respondents 16 48 27 9 100 Percentage 16% 48% 27% 9% 100%

Chart 5.8 SATISFIED LEVEL OF MILK PRODUCTS

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Table 5.9 AVAILABILITY OF MILK PRODUCTS Opinion of Customer Easy Availability Availability Not Available Total Inference The above table show that the 52% says that the milk products is availability another 25% not available and remaining 23% says that it is easily available No. of respondents 23 52 25 100 Percentage 23% 52% 25% 100%

Chart 5.9 AVAILABILITY OF MILK PRODUCTS

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Table 5.10 FACTORS INFLUENCE SELECTION OF A BRAND Opinion of Customer Quality Brand name Attractive package Price Health care Total Inference The above table show that the 25% of the respondents gives rank first for attractive package and 23% of the respondents gives rank second for brand name and 20% of the respondents gives rank third for quality and health care and 12% of the respondents gives rank four for price. No. of respondents 20 23 25 12 20 100 Percentage 20% 23% 25% 12% 20% 100% Rank 3 2 1 4 3

Chart 5.10 FACTORS INFLUENCE SELECTION OF A BRAND 26

Table 5.11 CONSUMPTION OF MILK PRODUCT Opinion of Customer Less than 2 liters 2 to 5 liters 5 to 10 liters 10 and above Total Inference The above table show that the 35% are less than 2 liters of consumption of milk another 27% is 2 to 5 liters 22% are 5 to 10 liters and remaining 16% 10 and above. No. of respondents 35 27 22 16 100 Percentage 35% 27% 22% 16% 100%

Chart 5.11 CONSUMPTION OF MILK PRODUCT

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Table 5.12 RECOMMEND OTHERS TO BUY PRODUCTS Opinion of Customer Yes No Total Inference The above table show that the 60% recommend other to buy the product at the same time 40% will not recommend. No. of respondents 60 40 100 Percentage 60% 40% 100%

Chart 5.12 RECOMMEND OTHERS TO BUY PRODUCTS

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Table 5.12.1 REASON FOR RECOMMEND TO BUY PRORDUCT Opinion of Customer Low price Quality Availability Brand Name Others Total Inference The above table show that the 24% like brand name another 18% like quality 11%like low price 5%like availability the remaining 3% like others. No. of respondents 11 18 5 24 3 61 Percentage 11% 18% 5% 24% 3% 61%

Chart 5.12.1 REASON FOR RECOMMEND TO BUY PRORDUCT 29

Table 5.12.2 NOT REASON FOR RECOMMEND TO BUY PRORDUCT Opinion of Customer High Price Not Availability Brand Name Total Inference The above table show that they will not recommend because of 19% of the high price and 10% of the not availability and 10% of the brand name. Chart 5.12.2 NOT REASON FOR RECOMMEND TO BUY PRORDUCT No. of respondents 19 10 10 39 Percentage 19% 10% 10% 39%

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Table 5.13 REASON TO BUY MILK PRODUCT Opinion of Customer Price Quality Availability Better Package Total Inference The above table show that the reason to buy milk product 45% better package another 24% says that availability 19% says quality and remaining like 12% price No. of respondents 12 19 24 45 100 Percentage 12% 19% 24% 45% 100%

Chart 5.13 REASON TO BUY MILK PRODUCT 31

Table 5.14 PRICE CHARGE Opinion of Customer Very High High Moderate Low Very Low Total Inference The above table show that the price change 29%like modern another 28%low price 17%like very high 15% like very high and remaining 11% like very low price Chart 5.14 PRICE CHARGE No. of respondents 17 15 29 28 11 100 Percentage 17% 15% 29% 28% 11% 100%

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Table 5.15 CHANGES IN MILK PRODUCT Opinion of Customer Ghee Pannier Pasteurized Milk Flavored Milk Total Inference The above table show that the 38% of consumer like flavored milk another 23%like pasteurized milk 20%lilke pannier milk and remaining 19% like ghee. Chart 5.15 CHANGES IN MILK PRODUCT No. of respondents 19 20 23 38 100 Percentage 19% 20% 23% 38% 100%

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ANALYSIS OF SATISFACTORY LEVEL OF QUANTITY OF MILK PRODUCT PROVIDED BY COMPANY (USING CHI-SQUARE) Table 5.16 Satisfactory level Highly satisfied Satisfied Ok dissatisfied Highly dissatisfied
Null Hypothesis (H0) There is no significant relationship between in satisfactory level of the milk products provide by the company. Alternative Hypothesis (H1) 34

No of respondents 16 38 14 21 11

There is significant difference in satisfactory level of milk products provide by the company. Chi square test X2 = (O-E)2/E Level of significance 5% Degree of freedom (D.F.) = (r-1)(c-1) r = No. of rows c = No. of columns

CHI SQUARE TABLE Table 5.16.1 Oi 16 38 14 21 11 Total Ei 20 20 20 20 20 (Oi-Ei)2/Ei 0.8 16.2 1.8 0.05 4.05 0.229

Oi=(16+38+14+21+11)/5=20 Calculated value = (Oi-Ei)2/Ei = 0.229 Degrees of freedom = n-1 = 5-1 =4

Tabulate value for 4 degrees of freedom at 5% level of significance 9.488


Inference: Since calculated value 0.229 for D.F. at 5% level of significance is lesser than the table value 35

(5.991). Therefore the hypothesis is accepted.

The satisfactory level of quality of milk products provide by the company is same.

ANALYSIS OF GENDER AND REASON FOR BUY USING (CHI SQUARE) Table 5.17

Reason male Gender female Total Null Hypothesis (H0)

Price 6 6 12

Quality 12 7 19

Availability 5 19 24

Package 23 22 45

There is no significant relationship between the gender and reason to buy. Alternative Hypothesis (H1) There is significant relationship between the gender and reason to buy Chi square test X2 = (O-E)2/E 36

Level of significance 5% Degree of freedom (D.F.) = (r-1)(c-1) r = No. of rows c = No. of columns

CHI SQUARE TABLE Table 5.17.1 Observed frequency 6 12 5 23 6 7 19 22 Total . X2 = (O-E)2/E =0.0339 Degrees of freedom = (4-1)(3-1)=6 INFERENCE Since calculated value 0.0339 for D.F. at 5% level of significance is lesser than the table value (5.991). Therefore the hypothesis is accepted. Expected frequency 5.76 9.12 11.52 19.2 6.29 9.88 12.48 23.4 (O-E)2/E 0.014 0.0014 0.004 0.01 0.001 0.003 0.004 0.01 0.0339

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There is no significance difference relationship between the gender and reason to buy.

ANALYSIS OF VARIATION IN OPINION OF COMPARISON OF OTHER MILK PRODUCT AND REASON TO BUY THE MILK PRODUCT Let X be the comparison of the other milk products Let Y be reason to buy the milk products Table 5.18 X 31 10 34 25 X = 100 (X-X). X1 -6 15 -9 0 X1 = 0 X12 36 225 81 0 X12 = 342 Y 12 19 24 45 Y = 100 (Y-Y) Y1 -13 -6 -1 20 Y1 = 0 Y12 169 36 1 400 Y12 = 606

Coefficient of variation (C.V) of X: C.V = / X 100 X = X / N = 100/4 = 25 = X2/N = 342/ 4 = 4.62 Coefficient of variation (C.V) of Y: C.V = /Y 100 Y = Y / N = 100/4 = 25 = Y2/N = 606/ 4 = 6.15 INFERENCE From the value of coefficient of variation it is inferred that comparison of other milk 38

product is much less than reason to buy the milk products. Therefore the opinion respondents regarding buy the milk products is more consistent.

CHAPTER 6 FINDINGS FROM THE STUDY

From the study it is found that the 52 % of consumer are female and remaining 48% is female. From the study it is found that the 39% of consumer like aavin brand another 30% consumer are jeppiaar 12% like arokiya 9% like heritage and remaining 9% like thirumala From the study it is found that the 33% of sources of brand selection is relation another 28% is other 26% is through fiends and remaining 13% is through advertisement. From the study it is found that the 33% of usage of milk is ghee another 29% are flavored milk 23% is pasteurized milk and remaining 15% like pannier From the study it is found that the 49% is 6 month to 1 year the period of usage of milk products another 42% above 1 year and remaining 5% are below 5 months. From the study it is found that the 34%are package another 31% is price 25% taste and remaining 10% are taste. From the study it is found that 39% respondents ranked first for aavin and 30% respondents ranked second for jeppiaar and 12% respondents ranked third for arokiya and 10% respondents ranked four for heritage and 9% of the respondents ranked five for thirumala . From the study it is found that 48% of the consumer are satisfied of milk products another 27% are not satisfied 16% highly satisfied and remaining 9% are highly dissatisfied.

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From the study it is found that 52% says that the milk products is availability another 25% not available and remaining 23% says that it is easily available From the study it is found that 25% of the respondents gives rank first for attractive package and 23% of the respondents gives rank second for brand name and 20% of the respondents gives rank third for quality and health care and 12% of the respondents gives rank four for price. From the study it is found that 35% are less than 2 liters of consumption of milk another 27% is 2 to 5 liters 22% are 5 to 10 liters and remaining 16% 10 and above. From the study it is found that 60% recommend other to buy the product at the same time 40% will not recommend. From the study it is found that 24% like brand name another 18% like quality 11%like low price 5%like availability the remaining 3% like others. From the study it is found that they will not recommend because of 19% of the high price and 10% of the not availability and 10% of the brand name. From the study it is found that the reason to buy milk product 45% better package another 24% says that availability 19% says quality and remaining like 12% price From the study it is found that the price change 29%like modern another 28%low price 17%like very high 15% like very high and remaining 11% like very low price From the study it is found that the 38% of consumer like flavored milk another 23%like pasteurized milk 20%lilke pannier milk and remaining 19% like ghee.

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CHAPTER 7 SUGGESTIONS AND RECOMMENDATIONS AND CONCLUSIONS 7.1 SUGGESTIONS AND RECOMMENDATIONS
The company has to promote the customer about their product through advertisement. The study reveals that many customers feel that the price of milk products remains moderate. The milk product are mostly used in the form of ghee and are mainly promoted by word of mouth (ie) through relation consumers are satisfied with the consumption of milk product. The availability of milk product can be extended to some more areas in order to make it widely available. The consumer feels that the readily available and attractive package may improve the sales and also if the company provides discounts and offers means it will also improve the sales.

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7.2 CONCLUSION
From the study it is concluded that milk product has a good demand in the market. The quality, quantity, price and taste are satisfied to the customer. regarding this brand. The company can improve its promotions mainly in the area of advertisement and availability where a many customer can be attractive. The package of milk products can be further improved to enhance the sales. They have a good opinion

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CHAPTER 8
LIMITATIONS AND SCOPE FOR FURTHER STUDY

8.1 LIMITATIONS OF THE STUDY


The study was restricted to samples in the Chennai only and may not reflect the fact in other areas. Shortage of time was another limiting factor for conducting the survey in the other geographical area. The sample size limited the conclusion derived may or may not be wholly applicable to the total market. The success of the method largely depends on the response of the respondents. If the respondent gives incorrect answer, the result will be misleading.

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8.2 SCOPE FOR THE FURTHER STUDY


The project throws light on the branding with reference to Jeppiaar Milk product in Chennai. The project was developed based on the customer awareness regarding the branding.
This project will be helpful for the management to identify the brand awareness of the product. This project can be base for the students who are during the project in the related area.

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ANNEXURE-I
1. Name (optional).. 2. Gender a) ( ) Male b) ( ) Female 3. Name the brand of milk products that comes to your mind? a) Aavin b) Jeppiaar c) Arikya b) Relation d) Heritage c) Friends e) Thirumala d) Others d) Flavored Milk c) Above one year 4. How do you know about the milk products? a) Through advertisement a) Ghee b) Pannier 5. What are the Milk Products that you are using? c) Pasteurized Milk b) 6 month to one year c) Package d) Taste Rank 6. How long you are buying the milk product? a) Below 6 month a) Price b) Quality Brand Jeppiaar Aavin Arokya Heritage Thirumala 7. How do you compare the milk products usage with other milk products? 8. Please Rank the following brands according to your opinion?

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9. Satisfied level of the Quality of milk products? a) Highly satisfied a) Easy availability b) Satisfied c) Ok d) Dissatisfied e) Highly dissatisfied 10. Rate the availability of the milk products? b) Availability c) Not Availability 11. If the milk products are not available in the market what will you do? a) Purchase another brand b) Post pone your purchase

12. Rank the factors that influence your selection of the brand? Features Quality Brand name Attractive Package Price Health care 13. Weekly consumption of milk product? a) Less than 2 liters b) 2 to 5 liters c) 5 to 10 liters d) 10 and above 14. Will you recommend other to buy the product? a) Yes b) No e) others 14.1 If yes specify reason a) Low price b) quality c) availability d) brand name 14.2 If no specify reason a) High price b) not availability a) Price b) Quality b) high c)brand name d) better package d) low e) very low 15. What are the main reasons to buy the milk products? c) Availability c) moderate 16. How do you feel about the price charged? a) Very high 17. Do you want any changes in milk products? a) Ghee b) Pannier c) Pasteurized milk d) Flavored milk 18. Any suggestion Rank

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