3.

1 AGE WISE CLASSIFICATION:

Age is the most important factor in attitude of consumers. An opinion may differ
from one age group to other. The age wise classification of the respondents is shown
in the following table.
TABLE 3.1
AGE WISE CLASSIFICATION

Age Group No. of Respondents Percentage

15 - 20 3 5
21 - 30 35 58
31 - 40 17 29
Above 40 5 8

Total 60 100

Source: Primary data

Inference:
From the above table it is clear that out of the 60 respondents taken
for study majority 58% of the respondents are in the age group of 21-30 years,28% of
the respondents are in the age group between 31-40 years, 8% of the respondents are
in the age group of above 40 years and the remaining 5% of the respondents are in the
age group between 15-20 years.
3.2 GENDER WISE CLASSIFICATION:
The term gender refers to sociocultural construct assigned to male and female.
The gender wise classification of the respondents were classified and presented in the
following table.
TABLE 3.2
GENDER WISE CLASSIFICATION

Gender No. of Respondents Percentage

Male 25 42

Female 35 58

Total 60 100

Source: Primary data

Inference:
From the above table it is clear that out of the 60 respondents taken for study
58% of the respondents are female and 42% of the respondents are male.
3.3 MARITAL STATUS:
Marital status is the legally defined marital state. The marital status of the
respondents were presented in the following table.
TABLE 3.3
MARITAL STATUS

Marital Status No. of Respondents Percentage

Married 26 43

Unmarried 34 57

Total 60 100

Source: Primary data

Inference:
Table 3.3 clearly indicates the marital status of the respondents. It is observed
that 57% of the respondents are unmarried and remaining 43% of the respondents are
married.
3.4 EDUCATIONAL QUALIFICATION:
Education is the most important factor in the development of a country.The
following table shows the educational qualification of the respondents.
TABLE 3.4
EDUCATIONAL QUALIFICATION
Educational Qualification No. of Respondents Percentage
School Level 3 5
Graduate 4 7
Post Graduate 28 47
Professionals 23 38
Illiterate 2 3
Total 60 100

Source: Primary data

Inference:
The above table shows the educational qualification of respondents. It is
observed that 47% of the respondents are post graduate, 38% of the respondents are
professionals, 7% of the respondents are graduate, 5% of the respondents are school
level, and the remaining 3% of the respondents are illiterate.
3.5 OCCUPATION:
Occupation is typically associated with specific set of tasks and responsibilities.
The following table shows occupation wise classification of the respondents.
TABLE 3.5
OCCUPATION
Occupation No. of Respondents Percentage
Government employee 8 13
Private employee 10 17
House wife 12 20
Professionals 6 10
Students 24 40
Total 60 100

Source: Primary data

Inference:
The above table 3.5 shows the occupational classification of respondents. It is
observed that 40% of the respondents are students, 20% of the respondents are house
wife, 17% of the respondents are private employee, 13% of the respondents are
government employee and the remaining 10% of the respondents are professionals.
3.6 CLASSIFICATION BASED ON REGION:
Region refers to the specific area situated such as urban, rural, semi-urban,
semi-rural. The following table shows the regional classification of the respondents.
TABLE 3.6
REGION
Region No. of Respondents Percentage

Urban 27 45

Rural 10 17

Semi-Urban 14 23

Semi-Rural 9 15

Total 60 100

Source: Primary data

Inference:
The above table shows the regional classification of respondents. It is
observed that 45% of the respondents belong to urban region, 23% of the respondents
belong to semi-urban region, 17% of the respondents belong to rural region, and the
remaining 15% of the respondents belong to semi-rural region.
3.7 MONTHLY INCOME:
Income is needed to fulfill the needs and wants of everyone. The following table
shows the income wise classification of the respondents.
TABLE 3.7
MONTHLY INCOME
Monthly Income No. of Respondents Percentage

Below Rs.10,000 8 13

Rs.10,000 - 25,000 3 5

Rs.25,000 - 50,000 27 45

Above 50,000 22 37

Total 60 100

Source: Primary data

Inference:
The above table shows the income wise classification of the respondents. It is
observed that 45% of the respondents are earning between Rs.25,000-50,000 per
month, 37% of the respondents are earning above 50,000 per month, 13% of the
respondents earns below Rs.10,000 per month, and the remaining 5% of the
respondents are earning between Rs.10,000-25,000 per month.
3.8 SIZE OF THE FAMILY:
The family size is divided into four viz., 2, 3to5, 6to8, and above 8 are classified
and presented in the following table.
TABLE 3.8
SIZE OF THE FAMILY
Members No. of Respondents Percentage

2 12 20

3-5 45 75

6-8 2 3

Above 8 1 2

Total 60 100

Source: Primary data

Inference:
Table 3.8 inferred that 75% of the respondents family size is 3-5 members,
20% of the respondent’s family there are only 2 members, 3% of the respondents
having 6-8 members in their family and the remaining 2% of the respondent’s family
size is with above 8 members.
3.9 PERIOD OF CONSUMPTION:
Milk products are recommended by many nutritional guidelines for meeting daily
requirements.The following table shows the period of consumption of Aavin products.
TABLE 3.9
PERIOD OF CONSUMPTION
Period of consumption No. of Respondents Percentage

Less than 1 year 5 8

1-2 years 10 17
2-3 years 6 10
Above 3 years 39 65

Total 60 100

Source: Primary data

Inference:
The above table shows the periodical consumption of respondents. It is
observed that 65% of the respondents are consuming above 3 years, 17% of the
respondents are consuming between 1-2 years, 10% of the respondents are consuming
between 2-3 years and the remaining 8% of the respondents are consuming less than
1 year.
3.10 CLASSIFICATION BASED ON VARIETIES USED:
There are 5 varieties in Aavin milk product. The following table shows the
varieties used by respondents.
TABLE 3.10
VARIETIES USED IN AAVIN MILK PRODUCT
Varieties used No. of Respondents Percentage
Pasteurized toned 11 18
Standardized 24 40
Full cream 13 22
Double toned 7 12
Skimmed 5 8

Total 60 100

Source: Primary data

Inference:
The above table 3.10 shows the various varieties used by respondents. It is
observed that 40% of the respondents used standardized milk, 22% of the respondents
used full cream milk, 18% of the respondents used pasteurized toned milk, 12% of the
respondents used double toned milk and the remaining 8% of the respondents used
skimmed milk.
3.11 CLASSIFICATION BASED ON COLOUR PREFERRED:
Each color in the milk packet represents the amount of fat it contains. The
following table shows the classification of respondents based on colour preference.
TABLE 3.11
COLOUR PREFERENCE
Colour Preference No. of Respondents Percentage

Green 25 42

Red 17 28

Blue 12 20

Magenta 6 10

Total 60 100

Source: Primary data

Inference:
Table 3.11 clearly indicates the colour preference of the respondents. It is
observed that 42% of the respondents prefer green colour, 28% of the respondents
prefer red colour, 20% of the respondents prefer blue colour and the remaining 10%
of the respondents prefer magenta colour.
3.12 CLASSIFICATION BASED ON QUANTITY PREFERRED:
Milk is widely consumed in daily life. The quantity of milk preferred by
respondents is classified and presented in the following table.
TABLE 3.12
QUANTITY PREFERRED
Quantity Preferred No. of Respondents Percentage

250ml 33 55

500ml 25 42

1 litre 2 3

Total 60 100

Source: Primary data

Inference:
The above table 3.12 shows the quantity of milk preferred by respondents. It
is observed that 55% of the respondents prefer 250ml, 42% of the respondents prefer
500ml, and the remaining 3% of the respondents prefer 1litre of Aavin milk.
3.13 REASON FOR INCREASING THE SALE OF PRODUCT:
Aavin is the only milk Co-operative that sells monthly milk card to the consumers.
The following table contains the reasons for increasing the sale of product.
TABLE 3.13
REASON FOR INCREASE IN SALE
Reason No. of Respondents Percentage
Comparatively low price 13 22
Change in the taste 20 33
Effective advertising system 16 27
Quality of products (thickness) 11 18
Total 60 100

Source: Primary data

Inference:
Table 3.13 indicates that 33% of the respondents says that change in the
taste as the reason, 27% of the respondents effective advertising system, 22% of the
respondents comparatively low price and the remaining 18% of the respondents
quality of products (thickness) as the reason for increasing the sale of Aavin product.
3.14 FACTORS INFLUENCING THE BRAND LOYALTY:
Brand loyalty describes a consumer’s positive feelings towards a brand. The
following table shows the factors influencing the brand loyalty.
TABLE 3.14
FACTORS INFLUENCING THE BRAND LOYALTY
Factors No. of Respondents Percentage
Brand image 2 3
Availability 36 60
Quality 8 13
Reputation 7 12
Quantity 7 12
Total 60 100

Source: Primary data

Inference:
Table 3.14 clearly indicates that 60% of the respondents says availability as
the factor, 13% of the respondents quality as the factor, 12% of the respondents
reputation and quality as the factor and the remaining 3% of the respondents brand
image as the factor influencing brand loyalty.
3.15 MEDIA INFLUENCING TO KNOW ABOUT PRODUCT:
Media can play a huge role in influencing consumers in their purchases. The
following table shows which media influence the consumers to know more about the
product.
TABLE 3.15
MEDIA INFLUENCING
Media No. of Respondents Percentage

Friends & Family 19 32

Television 23 38

Newspaper & Magazine 13 22

Through marketing 5 8

Total 60 100

Source: Primary data

Inference:
Table 3.15 indicates that 38% of the respondents know more about the
product through television, 32% of the respondents through friends & family, 22% of
the respondents through newspaper & magazine and the remaining 8% of the
respondents through marketing.
 3.31 ENHANCEMENT OF THE PURCHASE OF PRODUCT:
The consumers expect the factors such as enrich taste, falling off prices, make
available offer, quantity and good quality to be included for improving the purchase
of Aavin milk product. The factors are ranked as in the following table.
TABLE 3.31
RATING THE CONSUMERS EXPECTATION

Strongly Strongly
Factors Agree Neutral Disagree Total Average Percentage Rank
Agree Disagree

Enrich
60 64 24 22 12 182 3.03 18.71 IV
taste
Falling
off 120 32 51 12 5 220 3.67 22.67 I
prices
Make
available 20 36 51 52 4 163 2.72 16.80 V
offer

Quantity 50 120 27 10 6 213 3.55 21.93 II

Good
60 24 87 18 4 193 3.22 19.89 III
Quality

Source: Primary data

For finding the customers expectation towards enhancement of Aavin milk

product based on its factor LIKERTS FIVE POINT SCALE was used for computing
total score certain weight have based on various degree of opinion.

STRONGLY AGREE - 5
AGREE - 4
NEUTRAL - 3
STRONGLY DISAGREE - 2
AGREE - 1
Inference:
It is inferred from the above table 3.31 that customers expect falling off
prices as the most important factor for enhancing the purchase of Aavin milk product
and ranked first, followed by quantity, good quality, enrich taste and most available
offer.
3.34 FACTORS INFLUENCING TO CHOOSE AAVIN MILK:
The following factors such as availability, packing, taste, proper service, price
influences the consumers to choose Aavin milk. The factors are ranked in the
following table.
TABLE 3.34
FACTORS INFLUENCING THE CHOICE

Factors % of scores Rank

75 I
Availability
60 II
Packing
50 III
Taste
39 IV
Proper service
24 V
Price
Source: Primary data
Inference:
The above table 3.34 shows that 75% of the respondents considered
availability as the major factor influencing to choose Aavin milk and ranked first,
followed by packing, taste, proper service and price.
 TABLE 3.34

FACTORS INFLUENCING TO CHOOSE THE AAVIN MILK

Factors 1 2 3 4 5 Total

Availability 5 10 25 7 13 60

Packing 16 8 12 4 20 60

Taste 20 5 10 7 18 60

Proper service 9 7 4 35 5 60

Price 10 30 9 7 4 60

Present position = 100(Rij－0.5)

Nj

Rij = Individual Rank

Nj = Total Rank

I factor = 100 (1－0.5) = 10

II factor = 100 (2－0.5) = 30

III factor = 100 (3－0.5) = 50

IV factor = 100(4－0.5) = 70

V factor = 100(5－0.5) = 90

5
 Present position Score (X)

10 75
30 60
50 50
70 39

90 24

Factor I

X F FX
10 5 50
30 10 300
50 25 1250
70 7 490
90 13 1170
ΣF = 60 ΣFx = 3260

Garrett mean score (X) = ΣFx

ΣF

= 3260/60 = 54.33

Factor II

X F FX
10 16 160
30 8 240
50 12 600
70 4 280
90 20 1800
ΣF = 60 ΣFx = 3080
Garrett mean score (X) = ΣFx

ΣF

= 3080/60 = 51.33

Factor III

X F FX

10 20 200

30 5 150

50 10 500

70 7 490

90 18 1620

ΣF = 60 ΣFx = 2960

Garrett mean score (X) = ΣFx

ΣF

= 2960/60 = 49.33

Factor IV

X F FX

10 9 90

30 7 210

50 4 200

70 35 2450

90 5 450

ΣF = 60 ΣFx = 3400
Garrett mean score (X) = ΣFx

ΣF

= 3400/60 = 56.67

Factor V

X F FX

10 10 100

30 30 900

50 9 450

70 7 490

90 4 360

ΣF = 60 ΣFx = 2300

Garrett mean score (X) = ΣFx

ΣF

= 2300/60 = 38.33