SREENVASA INSTITUTE OF TECHNOLOGY

AND MANAGEMENT STUDIES(CHITTOOR)

_________________________________________
CONSUMER BEHAVIOUR TOWARDS HERITAGE MILK
PRODUCTS,TIRUPATI

Submitted to Submitted By
B.PAVAN KUMAR Dr.H.VISWA KIRAN, M.B.A.,Ph.D.
(18751E0015) Assistant professor
 INTRODUCTION
Meaning and Definition:

 Consumer behavior is the study of how individual customers, groups or organizations

select, buy, use, and dispose ideas, goods, and services to satisfy their needs and wants. It
refers to the actions of the consumers in the marketplace and the underlying motives for
those actions.

 Marketers expect that by understanding what causes the consumers to buy particular
goods and services, they will be able to determine—which products are needed in the
marketplace, which are obsolete, and how best to present the goods to the consumers.

IMORTANCE OF UNDERSTANDING CONSUMER BEHAVIOUR

 Increase sales

 Setting prices

 Designing sales promotion methods

 Helps in competitive analysis

 Helps in forecasting

 Helps in targeting segmentation

 Helps in designing product portfoilio

 INDUSTRY PROFILE

 Milk may be defined as the whole, fresh, clean, lacteal secretion obtained by the complete
milking of one or more healthy milk animals. It is an almost ideal good.

 Milk is absolutely essential for the welfare of human race. The cow has been rightly called
“the foster mother of the human race” and she is found in most of the civilized countries of
the world.

 It supplies bodybuilding protein, bone forming minerals and health giving vitamins and
furnishers’ energy giving lactose and milk fat. All these properties make milk important for
pregnant mothers, growing children, adolescents, adults, invalids, convalescents and patients
alike.
 COMPANY PROFILE

 THE FOUNDER

Sri NARA CHANDRA BABU NAIDU

Heritage Foods (India) Limited, India

Sri Chandra Babu Naidu is one of the greatest Dynamic, Pragmatic, Progressive and Visionary
Leaders of the 21st Century.

 The market share of Heritage Foods India Limited is cow ghee 30% in Tamilnadu.

5% in Andhra Pradesh and 15% in Kerala nil percentage in Karnataka. In case of Milk 30% share in
Chennai from private dairy and 10% market share having from corporation.
 PRODUCT PROFILE

 Heritage Milk a naturally nutritive, rich, fresh, wholesome food par excellence
which self-contained Heritage milk is a complete food for any age be it
children Teenagers, adults, expecting mother as older citizens, rich with just
about all essential nutrients.

 Heritage Milk is full of strength building calcium and phosphorus,. And the
essential life giving vitamins. The milk products of heritage dairy.

Heritage Milk is full of strength building calcium and phosphorus,. And the
essential life giving vitamins. The milk products of heritage dairy.
 HERITAGE MILK PRODUCTS
 Ghee  FCM milk

 Skimmed milk powder  Slim milk

 Butter milk

 Curd

 Toned milk

 Double toned milk

 Uht slim milk

Objectives of the study

To understand demographic profile of the respondents

To study the consumer opinion on heritage products
To study the consumer satisfaction on heritage products
Research methodology

 Research methodology is the specific procedures or techniques used to identify, select,

process, and analyze information about a topic. In a research paper,
the methodology section allows the reader to critically evaluate a study's overall validity and
reliability.
 Exploratory research is one which aims at providing insights into and an understanding of the
problem faced by the researcher. Descriptive research, on the other hand, aims
at describing something, mainly functions and characteristics. ... Conclusive research is
further subdivided into descriptive and casual research.
 DATA:2 types of data used
 Secondary data refers to data that is collected by someone other than the user. Common
sources of secondary data for social science include censuses, information collected by
government departments, organizational records and data that was originally collected for
other research purposes.
 Primary data is data that is collected by a researcher from first-hand sources, using methods
like surveys, interviews, or experiments. It is collected with the research project in mind,
directly from primary sources. The term is used in contrast with the term secondary data.
sample

 A sample refers to a smaller, manageable version of a larger group. It is a

subset containing the characteristics of a larger population. Samples are used
in statistical testing when population sizes are too large for the test to
include all possible members or observations.
 Sample size:150
 Sample method :convention sample
 Convenience sampling is a non-probability sampling technique where
subjects are selected because of their convenient accessibility and proximity
to the researcher
 Statistical techniques:
 1.percentage
 2.anova and correlation , chisquare test
Limitations of the study

 Present study is limited to consumer behavior in heritage products

 The study area is limited to tirupati
 The prasent study is limited to january , february 2020
Plan of the study

 The plan of the study include 5 units

 Unit-1 introduction , industry profile ,company profile ,product profile
 Unit-2 literature statement of problem
 Unit-3 research methodology
 Unit-4 data analysis and interpritation
 Unit-5 findings and conclussion