A study and analysis of customers perception on nandini milk and it’s products at hassan city

Statement of the problem

At present in this competitive business world the milk industry has more than 60 brands in the battle
field facing stiff competition in every segment’s targeted. Even Nandini milk is also facing stiff
competition even its 35 years of heritage. In this juncture it has to identify its competitors in this market
by bringing brand awareness in minds of consumers also it has to cope up with the consumer behavior
and customer perception.Through this study, the main problem that it studies during this project work is
to find out the customer preference and customer perception towards Nandini Milk and its milk
products and the awareness of brand among the consumers of Hassan dist

Scope of the Study

The study aims to find the customers preference of milk products with reference to Nandini. The study
is restricted to information regarding the customer’s likes and dislikes, their, personal decisions
and family decisions and loyalty of the customers. The study has been carried out for period of 3
months and has focused on all type of customers.

Objectives of the study

 To study the customer perception on Nandini milk

. To study the brand awareness of Nandini milk and its milk products by survey.

The main purpose of the study is to identify the awareness of branding system and customer perception
in specific relation to Nandini products.

 To study the customer perception over the Nandini products among the consumers of Hassan district.

Review of Literature

Consumer is a broad label for any individuals or households that use goods and services generated
within the economy.

Consumer theory is a theory of microeconomics that relates preferences to consumer demand

Preferences are the desires by each individual for the consumption of goods and services, and ultimately
translate into employment choices based on abilities and the use of the income from employment for
purchases of goods and services to be combined with the consumer's time to define consumption
activities.

Consumption is separated from production, logically, because two different consumers are
involved. In the first case consumption is by the primary individual; in the second case, a producer
might make something that he would not consume himself. Therefore, different motivations and
abilities are involved.

Perception is a process by which individual organize and interpret their sensory impressions to give
meaning to their environment.

3.1 Factors influencing Perception

 Factors in the perciever

 Attitude

 Motives

 Interest

 Experience

 Expectation

Factors in the situation

Time Work setting Social setting

 Factors in the target

 Novelty Sound Size Background Similarity

Income effect and price effect deal with how the change in price of a commodity changes the
consumption of the good. The theory of consumer choice examines the trade-offs and decisions people
make in their role as consumers as prices and their income changes.

3.2 Understanding of perception

• Perception is the psychological process

• Perception is the intellectual process by which a person acquires the information, organize,
and obtain meaning from it.

• Peoples actions, emotions, thoughts and feelings are triggered.

• It takes place after the information is received.

Perceptual Mechanism. Steps in perception

 Selection : Individuals collect bits and pieces of information, not randomly, but selectively depending
on interests, background and experience.• Selective perception involves two psychological principles

Figure ground principle

 Organizing :

• Grouping - on the basis of similarity

• Closure - Tendency of filling the gaps themselves.

• Simplification : Try to simplify to make more meaningful and understandable.

 Interpretation : Is subjective and judgmental process.

• Halo effect- Using a single personality trait of an individual and drawing a general impression

• Stereotyping - Judging people on the basis of the characteristics of the group to which they belong.

• Attribution - Attaching cause and effect explanation to their behavior.

• Impression _ Impression of others on first sight.

3.2.1 Factors influencing Perception

 Internal factors

• Needs and desires – People at different levels of needs and desires perceive the same thing differently.

• Expectancy, motives and interests affect people perception

• Personality – individual personality has a profound influence on perceived behavior.

• Experience – Experience & knowledge have a constant bearing on perception.

• Successful experiences enhance and boost the perceptive ability & lead to accuracy.

 Exogenous factors

- Size – Size establishes dominance and over rides other things and enhances perpetual
selection.- Intensity – Loud, bright, strong, will be noticed easily .

- Frequency – A repeated external stimulus is more attention-getting than single.

- Status – High status people can exert influence on perception than low status people.

- Contrast – contrast with the surrounding likely to be selected for attention.

Findings and Suggestions

• The growth rate of Indian diary industry is 2% per annum.

• In the survey I carried out 40% were students and 25% were housewives.

• Majority of the respondents likes Nandini Milk products.

• Out of 100 respondents 50% have visited and 50% have not visited to the KMF unit. In that 50% visited
respondents 90% belongs to the student’s category.

• Most of the respondent’s preference is milk followed by sweets,curd ,buttermilk etc. The reason they
gave is the freshness and hygiene.

• As according to the survey 70% of the respondents have agreed that the products will be good as
compare to the other bakery products.

• The main reason for the customer’s preference towards the KMF’s products is the good quality they
maintain with the products and taste and hygiene of the products and process unit.

• Maximum number of customers got to know about the KMF through their friends, no requirement of
much advertisement.

• According to the survey 50% of the respondents have agreed that the hygiene they maintain is good.
Few have given the reason they have visited the plant and seen personally, production process area is
maintained very neatly.

• 60% of the respondents have agreed that the price can be easily affordable from the customers.
Because the other brands are charging more price for their products.

• 40% of the respondents have agreed that the quality of the sweets and ice-cream is good.

• According to the survey 90% of the consumers of the KMF’s products are satisfied with
their products. Few aged respondents felt that it reflects the tradition.

• Question has asked to the shop keepers who are providing the KMF’s products to the consumers. Most
of them have responded customers may prefer or may not prefer the KMF’s products and few have told
don’t know. The reason is most of the locality prefer KMF’s products, few will prefer other brands. It
differs on their perception towards the products and brand

Suggestions
• Still it should concentrate to improve the quality of the products.

• Many youngsters prefer sweets and ice creams few have told they does not like the products of KMF,
the reason was taste and attractive package. So they need to concentrate on effective package in
order to increase their sales.

• Build strong relationships with intermediaries such as agents and farmers.

• Organization can make use of innovative strategy to improve the quality, and can make use of
effective advertisement.

Conclusion

In this study, we have focused on the customer’s perception on KMF’s products in Hassan city.
Most of the customers are very loyal to the KMF’s products, especially to the product Milk. And also they
are not giving much advertisement as compare to the other brands. KMF is doing well because of their
brand name. Dealers have taken part to sell the product not to promote the products.According to the
survey conducted in the cities i.e. in Hassan, the survey reflects that KMF is in first place in Hassan.
Because the good quality of the products, hygiene they are maintaining and they are sourcing the raw
milk from the surrounding villages so it will be fresh. Housewives’ prefer KMF’s milk products mainly
like Milk, curds, and ghee. KMF is concentrating more on women and children’s. KMF has to give more
advertisement in order to maintain the market in the city, because there is tough competition with the
local dairies like Harsha dairy, Gokul Dairies and also other brands like Amul etc.

1. Name :

2. Address :

3. Sex:

a)Male b)Female

4. Age:

a)Less than 18 years b)18-30 years c)30-50 years d)More than 50 years

5. Occupation:

a)Professional b)House wife c)Student d)Businessman

6. Monthly income:

a)Less than 5,000 b)5000-10000 c)10000-15000 d)More than 15000

7. Number of members in the family:

PART 2

1. Name the brand of milk and milk products that you consume?

a)Nandini b)kaveri

c)local d)shruthi e)others……………………

2. How much quantity of milk do you consume daily?

a)1/2 litre and less than ½ b)1 litre c)1-2litre d)more than 2litres

3. Do you think Nandini Milk and its milk products are easily available? a)Yes b)No

4. Are you aware of the various types of Nandini milk &milk products? a)Yes b)No

5. Which type of milk do you prefer?

a)Toned milk b)Standardized milk c)Full cream milk

6. Which milk products do you prefer the most? a)Butter

7. Whether you are satisfied with the packaging of Nandini milk and milk products?

a) Highly satisfied b) Satisfied c) Neutral d) Dissatisfied e) Highly dissatisfied

8. Do you feel Nandini Milk and its milk products fulfills all your expectations. a)Yes
b)No

9. If no, what changes do you expect? a)Quality

10. Do you think Nandini products are more hygienic than others? a) Yes
b) No

11. Where do you buy Nandini milk and its milk products? a)Nandini outlets b)Retail outlets
c)Getting door delivery Thanks for your time, co-operation and contribution towards the
project.Thank you