A STUDY ON THE CONSUMERS’ BRAND PREFERENCE WITH REFERENCE …shodhganga.inflibnet.ac.in/bitstream/10603/113445/13/13_appendix.pdf · A STUDY ON THE CONSUMERS’ BRAND PREFERENCE

ANNEXURE –I

QUESTIONNAIRE

A STUDY ON THE CONSUMERS’ BRAND PREFERENCE

WITH REFERENCE TO BATH SOAPS IN

NAGAPATTINAM DISTRICT

Sir / Madam,

I am V. Vijay Anand, research scholar of Manonmaiam Sundaranar

University pursuing Ph.D under the guidance of Dr. N. Panchanatham, Professor &

Head, Dept. of Business Administration, Annamalai University. I am conducting a

survey among the consumers of HUL bath soap brands. I am really grateful, if you

could spend 10-15 minutes of your valuable time to give me some information from

your experiences in buying bath soaps. The research is purely academic purpose and

I assure you that all information given by you will be kept confidential.

Thank you very much,

(V. VIJAY ANAND)

I. PROFILE OF THE RESPONDENT

1. Name : ______________________________

2. Age (in years) : 10 to 20 21-30 31-40 41-50

above 51

3. Gender : Male Female

4. Marital Status: Married Unmarried

Separated

5. Family Type: Nuclear Extended Nuclear family

Joint

6. Educational Qualification:

School Level/ Diploma/ITI Graduate Post-graduate

Professional Degree Others, Please Specify _____________________

7. Occupation:

Salaried Employee Businessman Professionals

Others, Please Specify _____________________

8. Gross Annual Income (in Rs):

Up to `2, 00,000 Between `2, 00,001 and `5, 00,000 Above `5, 00,000

9. Which brand of soap are you using frequently from HUL?

Hamam Lifebuoy Rexona Dove

Lux Liril Pears

Others (Please Specify) _____________

(Kindly put a tick mark in the respective boxes)

II. STATEMENTS FOR MEASURING CONSUMER SELF- CONFIDENCE:

State whether the statements as reflect your self confidence (1 = extremely

uncharacteristic.2 = somewhat uncharacteristic, 3 = uncertain.4 = somewhat

characteristic, and 5 = extremely characteristic)

S.No Consideration-Set Formation (CSF) 5 4 3 2 1

1. I am confident in my ability to recognize a brand

worth considering.

2. I can tell which brands meet my expectations.

3. I trust my own judgment when deciding which

brands to consider.

4. I know which stores to shop.

5. I can focus easily on a few good brands when

making a decision.

S.No Personal Outcomes Decision Making (PO)

1. I often have doubts about the purchase decisions I

make.

2. I frequently agonize over what to buy.

3. I often wonder if I've made the right purchase

selection.

4. I never seem to buy the right thing for me.

5. Too often the things I buy are not satisfying.

S.No Social Outcomes Decision Making (SO)

1. My friends are impressed with my ability to make

satisfying purchases.

2. I impress people with the purchases I make.

3. My neighbours admire my decision making ability.

4. I have the ability to give good presents.

5. I get compliments from others on my purchase

decisions.

III. STATEMENTS FOR MEASURING PROPENSITY TO PROVIDE

MARKET INFORMATION (Market Maven Scale Measurements)

State your agreement towards the statements describing propensity to provide

market information. (5- Strongly agree, 4- agree, 3- Neither agree nor disagree,

2- disagree and 1- Strongly disagree)

S.No Market Maven Variables 5 4 3 2 1

1. I like introducing new brands and products to my friends.

2. I like helping people by providing them with information

about many kinds of products.

3. People ask me for information about products, places to

shop or sales.

4. If someone asked where to get the best buy on several

types of products, I could tell him or her where to shop.

5. My friends think of me as a good source of information

when it comes to new products or sales.

6. I know the information about a variety of new products,

sales & stores and like to share this information with

others. But I don’t necessarily feel that I am an expert on

one particular product.

IV. STATEMENTS FOR MEASURING BRAND AWARENESS:

State your agreement towards the statements describing brand awareness.

(5- Strongly agree, 4- agree, 3- Neither agree nor disagree, 2- disagree and

1- Strongly disagree)

S.No Brand Awareness Variables 5 4 3 2 1

1. I am aware of HUL.

2. I know how the symbol of brand HUL looks like.

3. I know the fragrances of bath soaps offered by HUL.

4. I know the varieties of bath soaps offered by HUL.

5. I know the benefits offered by each variety of soaps.

6. I can quickly recall the symbol/ logo of HUL.

7. I can recognise HUL among other competing

brands.

8. I have seen a lot of advertisements of HUL.

9. I am able to distinguish between logos/symbols of

HUL compared with other brands.

10. When I think of soap, a variety of HUL is one of the

brands that come to mind

11. HUL offers a variety of soaps that I am very familiar

with.

12. Overall brand awareness of HUL

V. STATEMENTS FOR MEASURING BRAND IMAGE:

State your agreement towards the statements describing brand image.



S.No Brand Image Variables 5 4 3 2 1

1. Some characteristics of HUL come to my mind quickly.

2. I have quickly image of HUL in mind.

3. I know that HUL offers a variety of soaps, for individual

needs.

4. I am comfortable using the soap offered by HUL.

5. I am comfortable with fragrances available with each variety

of soap.

6. I am comfortable with the value of each variety of bath

soaps in HUL.

7. I feel HUL has good reputation.

8. I feel HUL is the market leader.

9. HUL has a strong distinct personality.

10. HUL has different image from its competing brands

11. HUL very well understands the need of the consumer.

12. I remember that consistent promotional strategy is followed

by HUL.

13. It is a suitable brand for all my needs.

14. Most of the people prefer this brand because usability is

more.

15. This brand offers whatever it promises.

16. This brand provides good perfume and safety what it promises.

17. This brand gives comfort and mental satisfaction.

18. This brand is available for a very long period of time compared

to other brands.

19. HUL is a fashionable brand.

20. This brand is creative in its advertisements, gifts, given to

consumers and other aspects.

21. The attributes of the brand, advertisement and sponsorships are

modern.

22. Quality of this brand has been consistent over the years of my

usage.

23. This brand works very hard to give me comfort and safety.

24. This brand quickly understands the needs of the consumers and

delivers benefits.

25. This brand is preferred by upper class consumers.

26. The usage of this soap is the social acceptance of the consumer.

27. HUL attracts the market by providing all type of possible

fragrance.

28. HUL satisfies all the sections of the society (upper class,

middle class, etc.,)

29. Brand of HUL itself induces the people to buy this brand.

30. This brand sometime makes a harsh environment.

31. Sometime I feel that use of this soap is adventurous.

VI. STATEMENTS FOR MEASURING PERCEIVED QUALITY:

State your agreement towards the statements describing perceived quality.



S.No Perceived Quality 5 4 3 2 1

1. HUL has a modern look.

2. HUL products are visually appealing.

3. Package of HUL products are neat appearing.

4. Materials associated with HUL product (such as

pamphlets, labels) are visually appealing.

5. When HUL promises to do something by a

certain time, it does so.

6. When you have a problem, HUL shows a

sincere interest in solving it.

7. HUL introduces new fragrances first.

8. HUL insists on green environment.

9. Sales counter staff exactly tells you the

performance of HUL products (Bath soaps).

10. Sales counter staff give you prompt service

about HUL Products

11. Sales counter staff is willing to help you to

choose HUL products.

12. Sales counter staff is never too busy to respond

to your request for choosing HUL products.

13. You are confident that with sales counter staff

will enable you to get the products of HUL.

14. You feel safe in your usage of HUL products.

15. Sales counter staffs have the knowledge to

answer your questions related to the products

of HUL.

16. HUL gives you individual attention.

17. HUL has operating hours of call centre

convenient to all its customers.

18. Employees in call centres of HUL give you

personal attention.

VII. STATEMENTS FOR MEASURING BRAND LOYALTY:

State your agreement towards the statements describing brand loyalty.



S.No Brand Loyalty 5 4 3 2 1

1. I consider myself to be loyal to HUL.

2. Bath soaps of HUL would be my first choice.

3. HUL has a good reputation.

4. HUL has a name you can trust.

5. HUL has high level of attachment with the

customer.

6. I am intent on using HUL products when required.

7. I would like to induce other people to use HUL

products.

8. I am always interested in learning more about HUL

products.

9. I would be willing to purchase more HUL products

compared to other brands.

10. I would recommend HUL products to others.

11. I am still willing to use HUL products, even if the

price is high.

12. I have never had a bad experience with this brand.

13. I am satisfied with this brand.

Thank you very much for spending your valuable time for my survey

*********

International Research Journal of Business and Management IRJBM ISSN 2322-083X

IRJBM (www.irjbm.org ) October - 2013 - Volume No IV

© Global Wisdom Research Publications All Rights Reserved. 45

!"#$%&'($)*BRAND PREFERENCES AND BRAND LOYALTY

- AN EMPIRICAL STUDY WITH SPECIAL REFERENCE

TO PACKAGED MILK

V.Vijay Anand Research Scholar

Manonamaniyam Sundaranar University Tirunelveli, Tamiln Nadu South India

N.Panchanatham Professor & Head

Dept. of Business Administration, Annamalai University

Chidambaram, Tamil Nadu South India

B. Rajasekaran Professor & Head

Dept. of Management Studies, Manonmaniam Sundaranar University Tirunelveli, Tamil Nadu South India

Abstract

Products and services are available in the innumerable counts in different varieties by the producers to all the customers. All the products are named and identified by the reputed brands, yes brand is key signal to the consumer while they are selecting the products. There are lots of factors influencing the buyers to select the particular product in the competitive market. How they are selecting the products? Hence forth, the researchers have been taken the packaged milk products in Thanjavur for the study. The objectives of the paper are to identify the factors influencing brand preference and its impact. In this work, 100 samples have been selected and administered the statistical tools such as Chi-square test and ANOVA for data analysis. The researchers found that quality, price, types and marketing strategies are the mediating factors for the brand loyalty which lead to the brand preferences.

Key words: Brand Preference, Customer Brand Loyalty and Consumer behavior.

Introduction

Brand is the "name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers." Initially, Branding was adopted to differentiate one person's cattle from another's by means of a distinctive symbol burned into the animal's skin with a hot iron stamp, and was subsequently used in business, marketing and advertising. A modern example of a brand is Coca Cola which belongs to the Coca-Cola Company. A brand is the most valuable fixed asset of a corporation. A concept brand is a brand that is associated with an abstract concept, like breast cancer awareness or environmentalism, rather than a specific product, service, or business. A commodity brand is a brand associated with a commodity.




Brand Preference

Brand preference is closely related to brand choice which can assist consumer decision making and activate the brand purchase actions. Knowing the pattern of consumer preferences across the population is a critical input for designing and developing innovative marketing strategies. There are many factors influencing the !"#$%&'($)*")+%,)-).-(*/!%0-().("1%!*2)3$.'!/-00,)!"#$%&'($4).('5'('#!'$)-(')-55'!*'1)by various factors which were endorsed by existing studies. Consumer purchasing choices lead to efficient market segmentation strategies in the company also. However *6')5"('!-$*/#7)"5)!"#$%&'(4$).('5'('#!'$)/$)#"*)-#)'-$,)*-$89)/*)&-,)+').('1/!*'1)+,)*6')companies for their survival in the present competitive scenario.

Brand Loyalty

:%$*"&'() +(-#1) 0",-0*,) 1'$!(/+'$) *6-*) -) +%,'(4$) 1'1/!-*/"#) *") (epurchase or otherwise continue using the item and can be confirmed by recurring buying of products or services, or other positive actions such as testimonials. It is also described as the degree to which a consumer continually buys the same item within an item class. This concept is otherwise known as repeated buying habit (repurchase actions) of specific product for different reasons. Brand loyalty is may be mediating and dominating factor for the brand preferences. Unless brand loyalty no marketer can do the business in the present business era

Consumer Behaviour

Consumer behaviour is the study of individuals, groups, or organizations and the

processes they use to select, secure, and dispose of products, services, experiences, or

ideas to satisfy needs and the impacts that these processes have on the consumer and

society. It blends elements from psychology, sociology, social anthropology and

economics. It attempts to understand the decision-making processes of buyers, both

individually and in groups. It studies characteristics of individual consumers such as

demographics and behavioural variables in an attempt to understand people's wants. It

also tries to assess influences on the consumer from groups such as family, friends,

reference groups, and society in general.

Consumer behaviour study is based on consumer buying behaviour, with the customer playing the three distinct roles of user, payer and buyer. Research has shown that consumer behaviour is difficult to predict, even for experts in the field. Relationship marketing is an influential asset for customer behaviour analysis as it has a keen interest in the re-discovery of the true meaning of marketing through the re-affirmation of the importance of the customer or buyer. A greater importance is also placed on consumer retention, customer relationship management, personalization, customization and one-to-one marketing. Social functions can be categorized into social choice and welfare functions.




Scope of the Study

A lot of brands of milk products are available in the market. But the consumers prefer a particular brand which is much affordable to them. In the modern business world, due to the development of science and technology, many new brands have been introduced in the market every year. Measures of brand preference attempt to quantify the impact of marketing activities in the hearts and minds of customers and potential customers. Higher brand preference usually indicates more revenues (sales) and profit, also making it an indicator of company financial performance. The study aims to understand the c"#$%&'($4) +(-#1 loyalty towards variable milk products from the respondents of in Thanjavur area. The researchers have taken the packaged milk products of Arokya, Vijay, Aavin and KC for the research. Research Methodology

The researchers have taken 100 samples through the convenient sampling method. They have collected the primary data through the questionnaire with the component of demographic and functional variables. Statistical tools such as Chi square test and one-way ANOVA have been used to analyze the data and to measure the consumer brand loyalty towards brand preferences. The results were analysed through the Statistical Package for Social Science (SPSS version 16) Research Objectives

; To understand the level of the consumer brand preferences of respondents, ; To identify the factors influencing the brand loyalty by the quality, price, and

preferred size of packaged milk brands, ; To determine the relationship between the demographic factors with the brand

preferences and brand loyalty of respondents, ; And to develop the research model for the consumer brand loyalty and brand

preference.

Limitations of the Study

This research and its results are only applicable to the respondents of Thanjavur, and are not applicable to any other places. It is not generalized, the results are subject to change according to the perception and opinion of the respondents, and some of the respondents were hesitant to give responses.

Research Hypothesis

; There is no significant relation between demographic variables and the

functional variables viz., price, preferred size, quality of package, taste and

marketing strategies of the packaged milk brands.




Literature Review

Farquhar, Peter H (1994). Understanding the implications of these 3 strategic

elements is essential in preparing for the branding challenges of the next century.

Highly credible brands can reduce the perceived risk of buying products or services

where features cannot readily be evaluated prior to purchase. There are 4 basic

branding strategies for surviving the next century, including: 1. Differentiate brands

along new dimensions that are both relevant and important to customers. 2. Fortify

brands with "breakthrough" goods or services that leapfrog current products in the

market. 3. Integrate the brand offering with those of channel partners and other solution

providers. 4. Create alternate channels of distribution for the brand to appeal to new

customers and open access to traditional channels.

The study was carried out to find out the brand loyalty and its impact on buying

behavior of women consumer for beauty care products in Delhi region. They have

focused that the buying behavior of consumer in relation to beauty products. They

found that the brand ambassadors are least measured when they purchase beauty care

products and price and brand image of products are two majorly elected features

affecting their preference for selecting a particular brand. (Anjali Sharma,Shruti

Bhola,Shweta Malyan and Neha Patni 2013).

Keller and Lehmann (2006) identifed three principal perspectives from which

+(-#1) '<%/*,) 6-$) +''#) $*%1/'1=) *6') !"#$%&'(4$9) *6') !"&.-#,4$) -#1) *6') 5/#-#!/-0)

.'($.'!*/>'2) ?!!"(1/#7) *") -) !"#$%&'(4$) .'($.'!*/>') @+(-#1) '<%/*,) /$) .-(*) "5) *6')

attraction toAor repulsion fromAa particular product from a particular company

7'#'(-*'1) +,) *6') B#"#-"+C'!*/>'4) .-(*) "5) *6' product offering, i.e., not by the product

-**(/+%*'$) .'() $'D2) E'>'(*6'0'$$) F6'#) 0"7"$9) !"0"%() -#1) 1'$/7#) -(') %$'1) F/*6"%*) -#)

association with unique benefits the brand success is curtailed

Paul N. Bloom (2006) The authors used a market-research technique called conjoint analysis to help managers evaluate the relative benefits of various types of affinity marketing programs, including sponsorship of social causes, sports or entertainment events. Conjoint analysis involves creating a variety of hypothetical brand profiles that contain combinations of brand attributes; by asking consumers to rank the profiles, researchers can gain insights into how different brand attributes affect !"#$%&'(4$) .('5'('#!'$2) G#) $'>'(-0) 'H.'(/&'#*$9) *6') -%*6"($) %$'1) !"#C"/#*) -#-0,$/$) *")'H-&/#')6"F)!"#$%&'(4$)('$."#$'$)*")-)+(-#1)"5)+''(9)&/08)"()C%/!')F"%01)+')-55'!*'1)if the brand had a marketing affiliation with a social cause or with a sport or entertainment event. However, this was not always true; for example, it was not the case for the milk brands studied, suggesting that the effect of social-cause marketing initiatives may vary by industry. The authors also discuss how brand managers can use conjoint analysis to compare potential marketing initiatives.




Brand associations are a core part of Consumer Based Brand Equity (CBBE),

and behavioural brand loyalty is a desirable outcome of CBBE. The findings also

showed that share of category requirements is a greater driver of brand association

responses than buying frequency. This finding suggested that the use of competitors has

a greater dampening effect on brand associations than the reinforcement effect of

repeated brand buying. These results have important implications for modelling brand

associations, particularly using cross-sectional data. (Jenni Romaniuk, Magda Nenycz-

Thiel, 2013).

Yang, Xiaojing, (2006). A primary goal of the present dissertation is to provide process explanations of how creative ads work by proposing an integrative structural model to capture the impact of perceived advertising creativity on consumer ad processing and response. A second objective is to investigate the mechanisms through which creative ads are effective in reducing consumer resistance to persuasive messages. A third objective is to delineate the boundary conditions of the effects of advertising creativity. A fourth goal of the research is to expand the list of outcome variables currently focused upon by the creativity literature.

A series of three experiments showed good empirical results for the proposed

structural model. Accordingly consumers' brand attitude is more favorable and their intentions to view the ad again and purchase are enhanced. For the affective route, the positive affect engendered upon viewing creative ads affects downstream ad processing and response variables by (1) indirectly affecting consumers' desire to postpone closure (2) directly transferring to brand attitude and intention to view the ad again. A study was done by the author Aaker (1991) is particularly interesting about brand preferences. While defined about the brand preferences, he also described that brand equity as a four dimension construct including: brand awareness, perceived quality, brand associations and brand loyalty.

Research Parameters

Researchers have taken the following variables:

Demographic variables

Price

Preferred size

Quality

Taste

Packaging

Advertisement




Proposed Research Model

Dependent Variables

Source: Constructed and developed by the authors of this Paper

Independent Variables

Price

Preferred size

Quality

Taste

Packaging

Advertisement

Demographic Variables

Age

Gender

Income

Occupation

Brand

Loyalty

DeDe

Consumer

Brand

Preferences




Data Analysis and Discussion

Table: No 1 Chi-Square Test

Demographic Variables and Price

S.No Chi-Square - Comparison Chi- Square Degree of

Freedom

Sig.

between

demographic

variables and price

Value

1 Age and price 21.552 6 .001

2 Income and price 6.492 4 .093

3 Gender and price 4.991 2 .082 H0- There is no significant relationship between demographic variables and price.

H01- There is no significant relationship between age and price.

H02- There is no significant relationship between income and price.

H03- There is no significant relationship between gender and price.

The above table depicts that P value is less the 0.05 for age (.001). Null hypotheses (H01) is rejected, hence there is significant relationship between demographic variables (age) and Price. From the table, P value is greater the 0.05 for gender (.082) and Income (.093). Null hypotheses (H02,H03) is accepted hence there is no significant relationship between demographic variables ( gender and income) and Price.

Table No: 2

Chi-Square Test Demographic Variables and Preferred Size

S.No

Chi-Square - between

demographic

variables and Size

Chi- Square Value

Degree of

freedom

Sig.

1 Age and size 55.445 6 .002

2 Income and size 14.316 4 .006

3 Gender and size 20.424 2 .001

H0-There is no significant relationship between demographic variables and preferred

size.

H01-There is no significant relationship between age and preferred size.

H02- There is no significant relationship between Income and Preferred size.

H03-There is no significant relationship between Gender and Preferred size.




The above table depicts that P Value is less than 0.05 for age (.002),

Income(.006), Gender(.001).Null Hypothesis (H01,H02,H03) are rejected, hence there

is significant relationship between demographic variable (Age, Income, Gender) and

Preferred size

Table No: 3 Chi-Square Test Age and Quality

S.NO Sum

of Squares

df

Mean Square

F

Sig.

1. Between Groups 1.525 3 .508 2.147 .107 2. Within Groups 10.895 46 .237

H0-There is no significant relationship between demographic variable viz., age and

quality.

The above table depicts that the significant level is .107(p=.107), which is greater than 0.05and therefore there is no significant relationship between age and quality.

Table No: 4 Chi-Square Test

Gender and Quality Sum of

Squares

df Mean

Square

F Sig. S.No

1. Between Groups .877 1 .877 3.588 .061

2. Within Groups 23.963 98 .245

Ho-There is no significant relationship between demographic variable viz., gender and

quality.

The above table depicts that the significant level is .061(p=.061), which is greater than 0.05 and therefore there is no significant relationship between gender and quality.


Family Members and Preferred Brands

S.No Sum of Squares df Mean

Square F Sig.

1. Between Groups 20.930 2 10.465

2. Within Groups 94.910 97 .978 10.696 .001 H0-There is no significant relationship between family members and preferred brands.

The above table depicts that the significant level is .001, which is below 0.05

and therefore there is a significant relationship between family members and preferred

brand.





Demographic Variables and Expected Changes

S.No Chi-Square- Comparison Chi- Square Degree of

Freedom

Sig.

between demographic Value variables and changes expected

1 Age and changes expected 27.646 9 .001

2 Income and changes 17.268 6 .008

expected

3 Gender and changes 27.380 3 .001

expected

4 Family and changes 32.887 6 .001

expected H0-There is no significant relationship between demographic variables and changes expected.

H01-There is no significant relationship between age and changes expected.

H02-There is no significant relationship between income and changes expected.

H03-There is no significant relationship between gender and changes expected.

H04-There is no significant relationship between family member and changes

expected.

The above table depict that P value is less than 0.05 for age (.001), income (.008), gender (.001), family member (.001).Null hypothesis (H01, H02, H03, H04) are rejected, hence there is significant relationship between demographic variables and changes expected.


Demographic Variables and Taste

S.No Chi-Square- Comparison between Chi- Square Degree of Sig. demographic variables and taste Value Freedom

1 Age and taste 12.281 3 .006

2 Income and taste 10.504 2 .005

3 Gender and taste 14567 1 .001

4 Occupation and taste 35.351 3 .001 H0-There is no significant between demographic variables and taste.

H01-There is no significant relationship between age and taste.

H02-There is no significant relationship between income and taste.

H03-There is no significant relationship between gender and taste.

H04-There is no significant relationship between occupation and taste.




The above table depicts that P value is less than 0.05 for age(.006),income(.005),gender(.001),occupation(.001).Null hypothesis (H01,H02, H03, H04) are rejected, hence there is significant relationship between demographic variables (age, income, gender, occupation) and taste.


Demographic Variables and Advertisement

S.No Chi-Square-

Comparison between demographic variables

and advertisement

Chi- Square Degree of Sig. Value Freedom

1 Age and advertisement 10.307 3 .016

2 Income and advertisement 2.986 2 .225

3 Gender and advertisement .155 1 .693

4 Occupation and advertisement 3.039 3 .386

H0-There is no significant relationship between demographic variables and

advertisement.

H01-There is no significant relationship between age and advertisement.

H02-There is no significant relationship between income and advertisement.

H03-There is no significant relationship between gender and advertisement.

H04-There is no significant relationship between occupation and advertisement.

The above table depicts that P value is less than 0.05 for age (.016).Null hypothesis H 01 is rejected, hence there is significant relationship between demographic variables (age) and advertisement. From the table P value is greater than 0.05 income(.225),gender(.693),occupation(.386).Null hypothesis (H02,H03,H04) are accepted hence there is no significant relationship between demographic variables (income, gender, occupation) and advertisement.

Research Findings

Out of 100 respondents 22 were male and 78 were female. Out of 100 respondents 70% of customers are having 4-6 family members, 26% customers are having 2-3 family members and 4% customers are having more than 6 family members. Therefore maximum respondent are from 4-6 family members. Out of 100 respondents, 40% of customers preferred Aavin, 36% of customers preferred Arokya, 8% of customers preferred KC and 9% of respondents were preferred other brands and only 7 % of respondents were preferred Vijay. Findings of the study cleared revealed that maximum respondents were preferred Aavin.




The Educational Qualification of the respondents were that the 32% of the respondents were from under graduation, 56% of respondents from post graduation and rest of the respondents are belonging to diplomas, business, student and agriculture categories. Research results were projected that 52% of the respondents are from semi-urban areas, 11% of the respondents are from urban areas and rest of the respondents were belonging to rural areas. Out of total sample, 46% of respondents were influenced by quality of the product and 24% of consumers were influenced by the taste, 22% of respondents were influenced by price and 8% of the consumers were influenced by the availability of the products. Therefore maximum respondents were influenced by Quality of packaged milk brands.

Out of total respondents, 18% were from the income group of less than Rs. 5000, 44% were from the category of Rs. 5000-Rs.10000, 32% of the consumers were from the category of Rs. 10000 & above and rest of respondents were from category of no income. Therefore the results revealed that maximum % respondents were from Rs. 5000-10000 income group. Out of total respondents, 8% of the respondents were preferred 250 ml, 58% of the respondents were preferred 500 ml and 34% of the respondents were preferred 1litre. Out 100 respondent 14% customers were expected the changes in Quality, 28% of the respondents were expected the changes in Price and 32% were expected the changes in availability of the product and 26% of the respondents were expected Taste of the product. Hence the maximum numbers of customers were expecting the changes in availability of the products.

The study revealed that there is a significant relationship between the demographic variable of age factor and price as well preferred size. Further, the researchers found that there is no significant relationship between income and gender factors of demographic variable and price. There is no significant relationship between the demographic variables viz,, age and gender with quality of the product. There is a significant relationship between family members and preferred brand.

There is a significant relationship between age, gender and income variables and changes expected. There is a significant relationship between demographic variables and taste & preference of the products. There is no significant relationship between the demographic factor viz., age and advertisement. There is a significant relationship between variables viz., income, gender, and occupation with !"#$%&'()#*%+,-,%-*./%"$*the advertisement for packaged milk brands.

Suggestions of the Study

The research results can be suggested that packaged milk needs to bring out some drastic changes to enhance customer attraction and brand loyalty by applying this research outputs. Milk Brands of KC and Vijay should improve their quality and taste. KC and Vijay should concentrate on more advertising strategies in all Medias. The packaged milk brand manufacturers have to ensure the availability of more 250 ml and 500 ml packages because of its overwhelming demand.




Conclusion

Understanding the customer mind is important for the survival and growth of the company by way of attracting and selling the products to them. Competition is inevitable for dairy products -especially packaged milk. Branded milk like Aavin needs to maintain its existing quality and type of distribution channels. Arokya milk brand needs to correct its pricing strategies by compare with other milk. KC packaged milk brand needs to improve their distribution strategies and advertising methods. Vijay packaged milk brand needs to concentrate on taste and design of the package. In order to maintain the customer brand loyalty, packaged milk brands need to strengthen their unique strategies and proposed research model developed by this research.

Note: Due to page restriction of the journal, the authors have not projected demographic table

& ANOVA calculations. But the results have been included.

References

1. Anjali Sharma,Shruti Bhola,Shweta Malyan and Neha Patni (2013), Impact of

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Documents

A STUDY ON THE CONSUMERS’ BRAND PREFERENCE WITH REFERENCE …shodhganga.inflibnet.ac.in/bitstream/10603/113445/13/13_appendix.pdf · A STUDY ON THE CONSUMERS’ BRAND PREFERENCE