A Study On Consumer Buying Behavior With Special Reference To Branded Milk And Milk Products In Chennai

Milk is one of the most essential food products in all over countries. Consumption of milk contribute to increase the nutritional point of view, milk is an important source of protein, vitamins minerals and calcium, etc., Based on the experience, it was realized that there was need for an organized dairy. In other words, most of the products chosen by consumers are by brand value and name. Even milk is an essential food product, the consumers are preferred to buy the branded milk products. The study focuses on consumer behavior towards various brands of milk and milk products with special reference in Chennai District. This study shows that the consumers’ perception and behavior towards branded milk and other milk products. The study took place in Chennai city, the most populated city, has the high access over the milk products and has the high demanded market area. The study tries to figure out how the demographic variables and marketing of milk products with brand name and packing of products influence the purchasing behavior of consumers. In this study it is concluded that the consumers’ behavior towards accessing branded milk and products by the way of ranking.

Introduction

One of the most essential and daily accessible products is milk. In these modern days even in villages most of the public access packed milk products instead of natural milk. These days most of the retailers and agents are involved in the business of dairy products marketing. And in every kirana stores dairy products is one of the main essential products and it is one of the products which has less durability with high access by consumers. The main reason behind this is milk and dairy products is one of the most important products in all kind of occasions and the natural cow milk, the resource is so limited for the wide range of consumers, which is equalized through the various brand milk products. And the milk products are easily accessible at any time. In some well-developed area in the city some milk and dairy products are running 24 X 7 for satisfying the consumers demand. For every kind of products other than natural brand value is one of the most and important factors among the consumers. The high access products are in the market by the way of brand value. The consumers highly access packed milk and milk products. And the most important thing is that the consumers not only give impotence to packing, the main thing is the brand name. In simple words, in most of the food products and essential goods the brand value comprises and highlights the quality of the product. Chennai city is one of the most populated cities in India. The population indicates the high demand of essential among consumers in the market. Thus, this is the city the demand for the dairy products is so high. Even the demand is so high but the consumers are accessing highly the products with greater brand value. In Chennai city, Aavin, Arockia, Heritage and Thirumala are the major suppliers with high access among consumers.

Review of Literature

Dr.G.Balamurgan M.K.Sindhu (2017), highlighted in their study that the consumers change their behavior on the basis of not only brand but the change is regularly on the basis of the new development and method adopted by the suppliers.

Ahila . D and Dr. C. Boopathi (2015), highlighted that the need of promotional activities and awareness programs by the company among all kind of consumers especially uneducated.

A. Anandakumar and Dr. S. Babu (2014), used in their study as packing, cost, availability, product quality and taste and etc. as a factor that influencing the consumers behavior and they suggested that making awareness among the consumers on the above factors will impose the consumers behaviors towards the product.

H. Davoodi et al (2013), found that the dairy products are help the consumers to avoid some health issues and the product quality is improvised with the point of keeping the product as like as natural. This improves the product demand among consumers.

R. Widiati et al (2013), determined that how the socio-economic factors influence milk consumption and propensity to routine milk consuming in a household that have children in growing age in both urban and rural area of Yogyakarta Special Province. And it is found that milk price and mother’s education background were highly significant factors in determining the milk consumption expenditure.

Data Analysis and Interpretation

Chi-square analysis: Chi-square is a statistical test commonly used to compare observed data with data we would expect to obtain according to a specific hypothesis. A chi square (X2) statistic is used to investigate whether distributions of categorical variables differ from one another. Basically categorical variable yield data in the categories and numerical variables yield data in numerical form. Chi square tests can only be used on actual numbers and not on percentages, proportions, means, etc.

Correlation analysis: Correlation test is a procedure for testing whether two metric variables are linearly related in some population. The extent to which they are is usually expressed by a number, called the correlation coefficient. The null hypothesis implies that no linear relation whatsoever is present in between the variables, which implies a correlation of 0.

Findings

Gender category: It was observed that 82% of female consume Thirumala milk and 41% of male consume Aavin milk. The study reveals that 69% of female prefer Standardized milk and 57% of male prefer Tonned milk. Majority of 73% of female consume 1 liter milk per day and 42% of male consume above 1 liter milk per day. The level of consumption of milk product was 70% in female category and 43% in male category.

Age category: It was observed that 80% of the respondents who fall under the category below 25years consume other milk, 65% of 25-40 years consume Arokiya milk, 19% of 41-55 years consume Heritage milk and 9% of above 55 years of consume Aavin milk. It was revealed that 80% of the respondents who fall under the category below 25years consume full cream milk, 51% of 25-40 years consume Standardized milk and 9% of above 55 years consume Aavin milk.

It was observed that 47% of the respondents who fall under the category below 25 years consume above 1 liter milk per day and 53% of 25-40 years consume 500ml milk per day. The level of consumption was 80% in below 25years category high consumption of milk product and 49% of 25-40 years medium consumption of milk product need to change.

Majority of 6% of 25-40 years after low rank factors for milk product.

Educational qualification category: It was examined that 48% of higher secondary educated consume Arokiya milk, 37% of under graduate educated consume Heritage milk, 45% of Post graduate educated consume Thirumala milk and 50% of Professional degree educated consume Others milk. It was revealed that 32% of higher secondary educated prefer Standardized milk, 50% of under graduate educated prefer full cream milk and 29% of Professional degree educated prefer Toned milk. It was observed that 43% of higher secondary educated consume 500ml milk per day, 37% of under graduate educated consume above 1 liter milk per day and 26% of Professional degree educated consume above 1 liter milk per day The Level of consumption was 38% of higher secondary educated low level of consumption, 60% of under graduate in high levels and 33% of post graduate educated medium level change)Majority of 29% of higher secondary educated rank the affecting milk product as low.

Occupation category: It was examined that 12% of Business people consume Heritage milk, 64% of private employment people consume Thirumala milk and 40% of household people consume others milkIt was revealed that 19% of business people prefer Toned milk, 70% of private employment people prefer Full cream milk and 29% of household people prefer Standardized milk. It was examined that 21% of business people consume above 1 liter per day, 63% of private employment people consume1 liter per day and 35% of household people consume 500ml milk per day. The level of consumption was 20% among business people is high and level of consumption and 62% of private employment low consumption. Majority of 58% of private employment people in low factor to choose milk product.

Family size category: It was revealed that 18% of 1-2 size family consume Thirumala milk, 60% of 5-6 size family consume others milk and 3% of above 6 size family consume Aavin milk It was observed that 20% of 1-2 size family prefer full cream milk, 73% of 3-4 size family prefer standardized milk and 43% of 5-6 size family prefer toned milk. It was examined that 10% of 1-2 size family consume 1 liter per day, 69% of 3-4 size family consume above 500ml milk per day and 32% of 5-6 size family consume above 1liter milk per day. The level of consumption was 80% of 3-4 size family in high level consumption and 33% of 5-6 in low levels of consumption. Majority of 63% of 3-4 size family in low factor to choose milk product.

Other Findings: It was found that 33% are Male and 67% are Female respondents. It was opined that 45% of respondents belongs to the age group between 25-40Majority of 32% of the respondents were Post graduate It was found that 66% of the respondents were married. It was found that 34% of the respondents Consume Aavin milk and 29% of the respondents consume Arokiya milk. It was found that 68% of the respondents prefer Standardized milk. Majority of 74% of the respondents Consume 500ml Milk Per day. It was found that 96% of the respondents prefer Cash Payment. Majority of 45% of the respondents prefer to buy Milk Product in Retail shops.

Suggestion

1. Based on the findings of the study, the following recommendations are made to manufactures and marketers of the dairy industries.
2. It is desirable on the part of the manufactures to market the liquid milk through lending machine at all localities. Majority of the consumers feel that the prices charged by the manufactures are high. Therefore in order to sustain in the market it would be better to reduce the selling price.
3. As Aavin milk is dynamic when compared to other Brand, the government should take necessary steps for the supply at a fair price.
4. The main source of awareness is through the Telecast/Media. Thus the features of the branded milk can be effectively extended through the same.
5. There must be continuous supply of milk irrespective of Vacation/Festivals as it was the main reason for the change of one Brand to another.
6. As most of the respondents buy the Branded milk at the Retail shops, Credit facilities to the retailers may be extended to hold the stocks, at all times. Eco friendly packs can be used to fill the liquid milk.
7. Milk product such as ghee, Butter, Paneer, Cheese should be marketed with AGMARK seal by the marketers who fall in (others) category to improve the sales margin.
8. Manufacturers should reduce the fatness and improve the quality in all milk Products.

Conclusion: From the study we conclude that Aavin Milk (Standardized category) is the most popular Brand, with a stiff competition from Arokiya followed Heritage and Thirumala. On the study of the factors influencing behavior of Milk, it was observed that (Quality, Freshness, Taste) have been recorded as major reason (top three reason) for the preference of Branded milk. In the scenario of Milk Products we conclude that in the City of Chennai. Rank1 is assigned to Quality, Rank2 is assigned to Price, and Rank3 assigned to Advertisement. Milk Products likes, Curd, butter, Milk Khoa with lesser shelf life are sold by retail outlets.