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CONSUMERS PERCEPTION OF PRIYA MILK VIS-A-VIS OTHER COMPETING BRANDS IN KARIMNAGAR DISTRICT OF ANDHRA PRADESH

KrishiKosh

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Title CONSUMERS PERCEPTION OF PRIYA MILK VIS-A-VIS OTHER COMPETING BRANDS IN KARIMNAGAR DISTRICT OF ANDHRA PRADESH
 
Creator Srinivas Reddy, T
 
Contributor SEEMA
 
Subject CONSUMERS, PERCEPTION, PRIYA ,MILK, BRANDS, KARIMNAGAR, DISTRICT, ANDHRA PRADESH
 
Description The project entitled “Consumers perception of Priya milk vis-à-vis other
competing brands in Karimnagar district” was undertaken with the following
objectives.
OBJECTIVES OF THE STUDY
1. To study the factors influencing the customer in choosing the Priya brand of
milk.
2. To find out the retailer’s perception of Priya milk brand vis-a-vis other
competing brands.
3. To analyse the reasons for consumer’s preferring other competing brands.
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India is the largest milk producer in the world with a production of over 100
million tonnes during 2007-08, valued at Rs. 1179 billion (Dairy India 2007). About 1/5th
of the world bovine population is present in India of which, 45% are indigenous cattle,
55% are buffaloes, and 10% are cross bred cows (Indian Journal of Dairy Science, 2005).
Inspite of having large bovine population, the productivity is only around 1000 kg/year
whereas; world average is 2038 kg/year (www.indiadairy.com). About 35% of
marketable surplus of milk goes through organized sector, and the rest is marketed
through traditional unorganized sector (www.aphca.org.in). Organized sector until
recently was mostly operated by co-operatives whereas presently many of the private
dairies have come into the business. Therefore there is high potential in milk marketing
through organized sector. Further, there is a stiff competition among the various brands
each having its own strengths and weaknesses. This study focused upon the consumer’s
perception about the various brands which would help the company to strengthen its
strategies.
Karimnagar district is one of the major milk producing districts of Andhra
Pradesh. It has a network of cooperatives and private players in the milk business apart
from the supply through unorganized sector. Karimnagar town has nearly 20 milk
retailers who sell Priya brand and other competitive milk brands. The major centres in the
town are Court, Kaman, Tower circle, Ramnagar, SRR college.
From each centre mentioned above, 50 consumers are randomly selected i.e. 10
for each brand viz. Priya milk, Jersey milk, Reliance milk, Vijaya milk and Ruchi milk.
Therefore a total of 250 consumers formed the basis for the study. Similarly 5 retailers
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from each centre were selected of which 2 retailers selling Priya milk exclusively and 3
retailers selling all the competitive brands. Therefore 25 retailers were interviewed to
gather information. The responses from the retailers and consumers were recorded with
the help of the suitable pretested questionnaire.
Both primary data on consumer preferences, quality parameters, brand awareness,
price existing etc., secondary data on district statistics, and no. of players and their market
share, town layout, population statistics etc. were collected. Primary data was collected
from retailers and consumers directly whereas secondary data was collected from
journals, company records, animal husbandry department etc.
The collected data was analyzed by simple statistical tools such as percentages
and averages etc.
The major findings of the study are
1. Most of the customers are the regular users of the Vijaya, Jersey, Priya brands of milk.
In the Ramnagar area majority of the customers’ preferred Vijaya brand and Reliance
brand, where in Kaman area Priya brand has been chosen. Ruchi and Jersey brands were
selected in all the areas equally.
2. The majority of the consumers of Vijaya, Reliance and Ruchi milk are preferring the
milk since 2 years. It is
denoting that many of the customers have been using the Priya milk since more than a
year but recently customers are inclining the other brands.
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3. Majority of the customers are purchasing the milk at retailers and door step delivery
services. Because nearby homes of the customers many of the retailers’ shops are
available so that they are willing to buy from the retailer shops, some might have been
adopted door step delivery service which involves an additional cost.
4. It is observed that majority of the customers are aware of different milk brands through
the advertisement. Vijaya milk brand has taken up intensive advertisement since it is a
cooperative dairy followed by Priya dairy. The awareness of the Vijaya brand was high
followed by Priya brand.
5. About 40 percent of retailers are in dairy business since less than 1 year, 20 percent are
in business for 1-2 years, 20percent are since 2-3 years, 20 percent are since >3 years.
Majority of the retailers are less experienced in the dairy business with less than 1 year of
experience.
6. When the retailers were asked to rank the dairies, the response showed that 40 percent
of the retailers preferred Priya, 32 percent preferred Vijaya, 12 percent preferred
Reliance and 8 percent preferred Ruchi and Jersey. Thus Priya and Vijaya are the most
popular brands amongst the retailers.
7. About30% of the Priya consumers have complaints about spoilage and leakage where
as other 30% have no complaints. All the remaining brands have less complaints
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whereas, 30% of Reliance and Jersey consumers are have the complaints of totally
detoriated and leakaged milk.
8. It is observed that majority of the customers of any brand are getting the milk in
between 4-6am. For the many of the households milk is an essential food which is
required early in the morning so many of the customers were getting the milk in between
4-6am. 40% of Jersey consumers are getting milk inbetween 7-8am and 30% of Ruchi
consumers are getting milk beyond 8am.
9. It is noticed that majority of the customers are preferring Vijaya milk which has an
excellent and good qualities followed by Priya milk. Vijaya dairy is a cooperative dairy
having an excellent processing infrastructure and milk production in a clean environment.
 
Date 2016-08-06T12:49:35Z
2016-08-06T12:49:35Z
2010
 
Type Thesis
 
Identifier http://krishikosh.egranth.ac.in/handle/1/71237
 
Language en
 
Relation D8573;
 
Format application/pdf
 
Publisher ACHARYA N.G. RANGA AGRICULTURAL UNIVERSITY RAJENDRANAGAR, HYDERABAD