Consumer Perception Study Among Aavin Milk Users

Survey Findings: Salem, Trichy & Madurai

Duration: 25 Minutes

February 2nd , 2010

Prepared for CavinKare [Milk Division] by

Contents

Introduction

Research Objectives Research Design & Execution Survey Coverage Details

Survey Findings
Recommendations

Research Objectives

To understand the usage & awareness of Aavin milk and the reasons for using it

To understand the reasons for brand loyalty towards Aavin

To understand the reasons for not using Arokya milk (among Aavin users) To understand the usage of curd

Note: The study was conducted among Core & Loyal Aavin users

Research Design & Execution

Research Design Description Hypothesis-driven survey design Quantitative & Qualitative research Face to Face, Structured Questionnaire
Respondent Age
SEC

Data Collection Face to Face interviews Respondents

Data Analysis Data Analysis Analysis Findings

Current users of Aavin Milk

Target Group

Housewife using Aavin milk 25 to 35 yrs B & C

Survey Coverage Details

Salem 75 Calls

Trichy 75 Calls

Madurai 75 Calls

To have a wide coverage & and to have a feel of entire center perception, each center was segmented into 10 starting points and at each starting points 7 to 8 households were identified and interviewed by way of hunting method.

List of areas [starting points] covered 1. Krishna Nagar 2. Ponnammapalayam 3. Ponnammalpet 4. Amma Pettai 5. Chevapet 6. Sheva Pettai 7. Breest Road 8. Patchipatti 9. Kaikala Amman Koil 10. Vaidhya Nagar 1. Uraiyur 2. Thillai Nagar 3. Senkuthan Koil 4. Notchipalayam 5. Subramaniyapuram 6. TVS Toll Gate 7. Circular New Colony 8. Muttur Pettai 9. Ulaganathapuram 10. Kallu Kuzhi 1. Krishnapalayam 2. Ponnagaram 3. DRO Colony 4. Vasantha Nagar 5. Palanganatham 6. Goripalayam 7. TVS Nagar 8. Reserve Lane 9. Municholai 10. Srinivasa Koil

Summary of Findings
Cavins brand awareness level is low across the centres surveyed. Across the centres, Cavins has been tried by some people in the recent times. 1 Ltr. Quantity is purchased by majority; 65 to 70% of milk is used for making coffee / tea, 15 to 20% is for making curd.

Aavin Brand: Liked & Good factors: Taste, Thickness, Good curd making, Suitability for children
Arokya Brand: Tried by majority of respondents earlier Arokya Brand (Likes): Good for making curd

Arokya Brand (Not favouring): Taste & smell are not good Digestion problem Completely satisfied with Aavin
6

Summary of Findings (Contd.)

Prices of Aavin and Arokya are more or less same About 20% of Aavin users are very loyal to Aavin brand Curd Usage: 80% prepare curd at home (Mostly once in 2 days) Branded curd users are very few (across all the centres), as most of them prepare at home itself.

Among those who are buying outside, they buy loose curd (unbranded)
Branded curd are used mainly because of Thickness, Good smell, Hygienic, Quality, Less fermentation if respondents preferred brand of curd is not available, they prefer to go with the retailers choice of good brand.

Survey Findings

Detailed Findings

Detailed Findings: Contents

Brand Awareness Cavins Brand Awareness Brands used Usage Level Likeability of Aavin Milk Good Factors present in Aavin

Arokya Milk-Usage
Things Liked in Arokya Things Not Liked in Arokya Reasons for Not using Arokya Price comparisons Curd Usage
9

Brand Awareness: Top of Mind, Unaided, Aided, Not aware (All centres)
% of respondents

32

Arokya is highly competing with Aavin in terms of brand awareness Though Cavins is a new brand in these markets, it is winning over Heritage; in terms of awareness level (32%)

10

Cavins Brand Awareness: Top of mind, Unaided, Aided, Not aware

% of respondents

68

Considering all 3 centres, Cavins has not reached 70% of people Brand awareness is significantly very less in Salem and Madurai

11

Brands Used: Tried brands in the last 1 year

% of respondents

Very few only tried Cavins in the last one year, that too in select centres

12

Brands Used: Ever Tried Brands

% of respondents

Very few only tried Cavins before, but in all the centres
Note 1: Brands Used earlier & will never use in future: No brand is significantly mentioned

Note 2: Brands not Used earlier but will try in future: In Madurai alone, 6% stated Cavins and 4% stated Heritage
13

Usage Level: Quantity of Milk Purchased per day

% of respondents

50 29

Overall, nearly 50% of respondents purchase 1 Ltr. Per day Purchase of 400 ml is found common in Trichy Out of total milk purchased, 65 to 70% of milk is used for making coffee/tea, 15 to 20% is for making curd and rest for other items
14

Findings on Aavin Milk

AAVIN MILK: Findings

15

Aavin Milk: Likeability of Aavin Milk

% of respondents

Taste, Thickness and Good curd making attributes are liked much Trichy respondents enjoy good smell while Madurai respondents find proper fat content in Aavin

16

Good Factors Present in Aavin, and Not present in other brands

% of respondents

Taste & Thickness are the major good factors of Aavin Suitability for children is also an important factor

17

Findings on Arokya Milk from Current Aavin Users

AROKYA MILK: Findings

18

Arokya Milk: Tried In Past

(Current Aavin users)

% of respondents

Arokya has been tried by majority of respondents (either in the last 1 year or before) Around 20% is so loyal towards Aavin still.
19

Things Liked in Arokya Milk (Current Aavin Users)

% of respondents

24 49

Overall, 50% did not like anything specific in Arokya ; however considerable number of respondents found that Arokya is good for making curd
20

Things Not Liked in Arokya Milk (Current Aavin Users)

% of respondents

37 63

Overall, 60% felt that Arokya taste is not good Too much of thickness caused Digestion problems (40% of respondents)
21

Reasons for Not using Arokya as Main milk (Current Aavin Users)
% of respondents

74

Other than Not good taste & Not good smell , the major reason for not using Arokya is that hey are completely satisfied with Aavin
22

Price Comparisons: Arokya Vs Aavin (Current Aavin Users)

% of respondents

49 40 35

The prices of Aavin and Arokya are more or less same , except Salem (most of them commented as price of Aavin is higher) . Considerable number of Madurai respondents were unable to make a comparison
23

Reasons for not using Arokya though price is lesser than Aavin

Taste is not good Aavin is regular brand Not good smell Unavailability & too much of thickness

(Mostly stated in Salem) (in all the centres) (Madurai & Salem) (Only in Salem)

Note: Among those respondents who said price of Arokya is lesser than Aavin Base : Salem = 37, Trichy= 3 , Madurai = 9

24

Curd Usage

Curd Usage: Findings

25

Curd Usage: Prepare or Buy outside

% of respondents Across all the centres, Curd is used by almost all the respondents

77

Nearly 80% prepare curd at home using Aavin (* as they are Aavin users). Most of them prepare curd once in 2 days.
26

Curd Usage: Others (1)

Branded curd users are very few (across all the centres), as most of them prepare at home itself Among those who are buying outside, they buy loose curd (unbranded) Some respondents buy branded curd cups (Arokya & Aavin), mainly because of Thickness Good smell Hygienic Quality Less fermentation

27

Curd Usage: Others (2)

Some respondents buy branded curd pouches (Arokya & Aavin), mainly because of Easy to use Availability No particular reasons

If the preferred brand of curd is not available, most of the respondents prefer to ask retailer to give a good brand of retailers choice
Curd is mainly used for making curd rice; some use for general cooking

28

Recommendations
As Cavins brand awareness level is low, brand promotions activities are important in the study markets. This can be achieved by putting more number of stockist at various locations and encouraging the retailers by providing incentives apart from their profit

As Arokya is found to be closer to Aavin in these areas, it is suggested to understand the marketing and branding strategies adopted by Arokya, in these areas
As Aavin users are found to be brand loyal personalities, proper positioning strategy to be framed highlighting taste, thickness, curd making features, suitability for various age groups etc.
29

Recommendations (Contd.)
It is recommended to note the negatives of Arokya, i.e., Taste & smell are not good and digestion problem; and accordingly promote Cavins brand Price of Cavins milk can be fixed closer to Aavin and Arokya Promotions for Cavins brand curd is necessary as branded curd users are less in general. Promotional measures or activities should include factors like Thickness, Good smell, Hygienic, Quality, Less fermentation etc.

30

Thank You