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Chapter-1


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1. INTRODUCTION:-

Verka, a leading dairy brand of Punjab, which provides fresh milk, paneer, dahi and desi

ghee to millions of homes across the region, is facing stiff competition from a namesake brand

registered in the US which has patented the brand name and the product range. Apart from

making the Punjab State Cooperative Milk Products Federation's (Milkfed) task difficult in

exporting the product to the North American market, the government feels that the US brand is

misguiding unsuspecting patrons. Milkfed is considering going for legal action.

The US-based company in question is Quality Products Inc in California, incorporated

in 2002, is owned by an Indian, Kulwinder Dhillion. The company's website provides details of

the company selling dahi, paneer, and ghee under the Verka brand across the North American

continent. The smartly packaged products bear the 'Real California Seal' and the status of

approval accorded by the US Health Department and the FDA.

Currently, Milkfed exports over 1,100 tonnes of 'desi ghee' worth Rs 14 crore, largely to

the Gulf, Philippines, Australia and New Zealand. Milkfed had a turnover of Rs 800 crore in

2006-07 and is targeting a 15% growth this fiscal. With the state government marking on a

major revamp of Milkfed's existing capacity, it has to be seen what the government would do to

protect the hugely popular Verka brand. One of the leading dairy brands of North India, Verka, is

yet another contribution from the state of Punjab. The flagship brand of the Punjab State

Cooperative Milk Producers' Federation Ltd (Milkfed), Verka is today enjoying the patronage of

customers both within and outside the country. Milkfed's future programmes can never be

complete without Verka.


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Verka is a brand leader in milk powders particularly in northern & eastern sectors. The

Milkfed brand commands a premium price over milk powders manufactured by competitors,

which include multinational as well as private trade and other cooperative federations.

Milkfed is serving nationwide consumers through its network of Regional offices and

strong distribution channels. Milkfed markets a wide variety of products, which include liquid

milk, skimmed milk powder, whole milk powder, infant food, ghee, butter, cheese, lassi, SFM,

ice cream, malted food and Verka Vigour etc. The annual turnover of Milkfed has touched to Rs


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450 crore. Milkfed states that it has successfully leveraged on the brand equity of Verka to

launch new trends, needs, tastes and hopes.

Health Drinks like Verka Vigour, Verka Lassi, Sweetened Flavoured Milk and a mango

drink called Raseela have also hit the markets. Milkfed has now come out with Verka Curd and a

whole lot of different flavours of ice creams. Milkfed has also made a foray into the international

markets. They say that it was the domestic competition that drove them to alien destinations.

However, Milkfed has already established its ghee market in the Middle East. Verka ghee

reaches all the Emirates and is available in almost all super markets. In addition to ghee, SMP is

also exported to Asian Countries like Philippines, Bangladesh and Sri Lanka. Verka Malt Plus

(Malted Milkfood) is being exported to Bangladesh also.With Technology Mission Programmes,

ever widening markets and increasing exports, Milkfed is preparing itself to take Verka to

greater heights. The federation has planned to introduce more value-added products like Tetra-

Pack Plain Milk and low calorie lassi.

Milkfed not only provides assured market to milk producers but also carries inputs to

enhance milk to their doorsteps. The District Cooperative Milk Producer's Unions and Milk

Plants have attained self-sufficiency or are on the threshold of attaining it. Milkfed has played a

very vital role in providing a strong base for remunerative price to the producer; they get more

money for their milk and payments are timely. In addition technical input services in feeding,

breeding and management are easily accessible.

Value addition is one of Milkfed's thrust areas and the plants produce not only pasturised,

homogenised milk but also buttermilk, cream, cheese, ice cream, butter and clarified butter-oil


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(ghee) and several other products. The Milk Unions have marketed milk and milk products. The

Punjab State Milk Federation yesterday launched Verka Sweet Lassi and Mango Rasela in

Chandigarh. Verka Lassi is popular in India as well as abroad (Milkfed exported lassi to Japan

and Bangladesh).

The managing director of Milkfed, Vikas Partap, said there had been a persistent demand

from the consumers to launch the tetra pack and it was the ideal time to hit the market.

Milkfed has 11 plants in Punjab producing 35 products, including traditional sweets. He

said there was vast scope for expansion in the milk sweets segment and the firm would launch

two more in this category (son papri and dhoda) by the end of this month. Milkfed supplies 50

lakh liter per annum of ultra heat treated milk to eastern command (15 lakh litre per annum) and

northern command (36 lakh liter per annum). He informed that the federation procures about 7

lakh litres of milk every day and 7 lakh farmers of Punjab were earning their livelihood through

Milkfed.

“Pure ghee and toned milk of Verka is in great demand in West Asia and we earned about

Rs 13.5 crore from export business last year”, he added. The Punjab Milkfed also supplies

40,000 liter of milk every day to Mother Dairy. The custom packaging of milk is done at Patiala

and the milk is then dispatched to Delhi for sale. “We had a turnover of Rs 700 crore last year

and expect to do better this year with the opening up of trade ties with Pakistan”, he said. He said

a trade delegation was in the city to discuss the feasibility of business with Milkfed. He pointed


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out that the government-run milk federation, a loss-making unit for two years, has clocked in

profit due to a up grade of marketing strategies.

Milkfed was all set to pose a challenge to the private players, through an aggressive

marketing drive in the near future, he added. The Mohali plant of Milkfed had received the

National Productivity Award, 2005, on Wednesday. The award was given by the Union minister

ofagriculture in New Delhi. Milk Plant Mohali bagged theaward for the third time.

Punjabi drink `Lassi' outscores exotic drinks in competition

Patiala (PTI): Punjab's household drink 'Lassi' has outscored other exotic drinks in a

unique entrepreneurship competition held in Europe. 'Lassi' was named the best beverage drink

at the "Know Europe-2008" entrepreneurship programme in which a 20-year-old student from

Chandigarh, Taman Raj Singh, represented India. The month-long programme, organised under

the aegis of Normandy Business School of France, aimed at assessing the entrepreneurship

acumen of business school students around the world.

The invitees were asked to give marketing presentation of beverages famous in their countries

and Taman chose the traditional Punjabi drink.

His presentation was a mix of tradition and modernity - the age-old "lassi" in Verka's

tetra packs. It impressed the judges immensely and got a high grading of 90 per cent. And the

reason why none other beverage matched "lassi" was its unique qualities - a mix of simplicity,

flavour and health. "It was not very difficult to convince people that lassi, a simple mixture of

yogurt and water, was a healthy drink that could be consumed by people of all ages, infants and


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patients, without hitch. And what's more, it can be had sweet, salt, spicy or even plain," Taman

said. 'Lassi' outscored exotic wines, fancy coffees - lattes and cappuccino in the competition that

was held last month at four places in Brussels, the Netherlands, France and Spain.

East or West, lassi is the best. Believe it or not, Punjab’s household beverage has

outscored exotic wines, fancy coffees - lattes and cappuccino - and brewed beer at a unique

entrepreneurship competition in Brussels, the Netherlands, France and Spain. And the youth,

who achieved this rare feat for "lassi", is a 20-year-old B.Com student of S D College-32. Taman

Raj Singh represented India at the "Know Europe-2008" entrepreneurship programme, organised

under the aegis of Normandy Business School of France.

For the month-long programme, aimed at assessing the entrepreneurship acumen of

business school students, youth all over the world were invited to give marketing presentation of

beverages famous in their countries. Taman chose the traditional Punjabi drink. His presentation

was a mix of tradition and modernity - the age-old "lassi" in Verka’s tetra packs.The presentation

impressed the judges immensely and it bagged an unprecedented grading of 90 per cent.

And the reason why none other beverage matched "lassi" was its unique qualities - a mix

of simplicity, flavour and health. "It was not very difficult to convince people that "lassi", a

simple mixture of yogurt and water, was a healthy drink , a drink that could be consumed by

people of all ages, infants and patients, without hitch. And what’s more, it can be had sweet, salt,

spicy or even plain," said Taman.


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This entrepreneurship programme was conducted at four places at Brussels by

Hogeschool Universiteit, at the Netherlands by Inholland University, at France by Normandy

Business School and at Spain by the Universitat Politecnica Catalunya. It was held under the

auspices of the student exchange programme organised between the Normandy French

University and SD College-32. Since the target market was Paris, Taman, along with his five-

member team of foreign students, went to all restaurants and big hotels of the city to promote

their respective drinks. An ecstatic Taman said: "The feeling is just out of world.


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INCEPTION

MILK Production is a very important part of the agricultural economy in the state of Punjab.

Punjab is one of the smallest states in Indian union with a total area of 50,362Sq.kms, which is

1.5% of the Indian landmass Dairy Farming is an age-old Subsidiary Profession in the rural areas

of Punjab. Punjab is the Second largest milk producing state in India, producing around 10% of

the countries milk production i.e. 8 millions tones annually.

First milk plant, of the state was setup at VERKA near Amritsar.

The brand name of milk and milk Products was adopted as VERKA.


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The foundation Stone of milk plant, Ludhiana was laid by Hon.S.Parkash Singh Badal

,the then Minister of Punjab in 1970.

OBJECTIVES OF ORGANISATION –

1.To Strengthen dairy Sector, Milkfed came into existence in 1978 and

simultaneously Distt. Milk unions were formed..

2. To give remunerative prices to farmers and to ensure permanent market for the whole year.

3. To provide technical inputs like artificial insemination, to improve the breed animals,

animals health services, preventive disease treatment and awareness regarding farm

management etc.

4.To provide ISI, marks good quality balanced cattle feed and fodder seeds to the farmers.


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THE PUNJAB STATE COOPERATIVE MILK PRODUCERS

FEDERATION LIMITED:

The Punjab State Cooperative Milk Producers Federation Limited popularly known as

MILKFED Punjab, cam into existence in 1973 with a twin objective. One, to carry activities for

promoting production, procurement and processing of milk for the economic development of

milk producers by providing remunerative milk market to them at their door step. Two, to

provide quality milk and milk products to consumers at reasonable rates.

Although the federation was registered much earlier, but it came to real self in the year

1983 when all the milk plants of the erst6while Punjab Dairy Development Corporation Limited

were handed over to Cooperative sector and the entire State was covered under Operation Food

programme to give the farmers a better deal and our valued customers better products. Today,

when we look back, we have fulfilled the promise to great extent.

The setup of the organization is a three tier system, Milk Producers Cooperative Societies

at the village level, Milk Unions at District Level and Milk Federation as an Apex Body at State

level. MILK PROCUREMENT NETWORK:

Working on “Anand Pattern” the process of organizing societies at village level started in

Punjab as early as 1978. Presently, there is strong Network of about 6000 (as on 31.3.2007) Milk

Producers Cooperative Societies organized at village level. About 3.60 Lakh milk producer


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members are attached to these societies. Fresh milk is procured from the milk producers twice a

day through village level societies directly without the assistance of any middleman.

INPUT SERVICES

It is one of the fundamental objectives of Milkfed to carry out activities for promoting

milk production in the State. In the view of this, various technical input services like veterinary

health care, artificial insemination services, vaccination, supply of VERKA balanced cattle feed

and quality fodder seed etc. are provided for enhancing milk production and economic

development of farming community.

CATTLE INDUCTION PROGRAMME

Government of Punjab has identified dairy sector as thrust area for rural development.

Recently, Milkfed Punjab has signed memorandum of understanding (MOU) with State Bank of

India, State Bank of Patiala and Oriental Bank of Commerce for providing loan up to Rs.

50,000/- without any collateral security to milk producer farmers for purchase of mulch cattle on

soft terms and low rate of interest.

CLEAN MILK PRODUCTIOIN PROGRAMME:

For improving quality of raw milk right from milk producer’s level, q massive

programme called “CMP” has been launched under which 152 Bulk Milk Coolers have been

installed in the societies and many more are in pipe line. Besides, more than 1000 Automotive


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Milk Collection Stations have been provided to the societies for bringing efficiency and total

transparency in the system. Traditional manual method milk testing at society level is being

replaced with Electronic Milk Testers.

WOMEN DAIRY PROJECT

Household level dairying is largely the domain of women especially inn in small and

marginal household families. In the view of this fact, Milkfed has undertaken Women Dairy

Project in six Milk Unions namely Hoshiarpur, Ropar, Patiala, Jalandhar, Ludhian and Amritsar

with an objectives to empower rural women in the field of dairy. This Programme is being

implemented under Support to Training & Employment Programme (STEP) with the assistance

of Government of India. Under this programme, 390 women societies with 19860 women

beneficiary members will be organized.


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Marketing

MILKFED is serving nation wide consumers through its net work of Regional offices

and strong Distribution channels.MILKFED markets a wide Variety of Products which include

liquid milk, skimmed milk powder, whole milk powder, infant food, ghee, butter, cheese, lassi,

SFM, Ice Cream, Malted food Verka Vigour etc. etc. The annual turn over of MILKFED has

crossed Rs 500 crores. Verka is a brand leader in milk powders particularly in northern eastern

sectors and SMP marketed by MILKFED commands a premium price over powders

manufactured by competitors which include multi-national as well as private trade and other

Cooperative Federations. Now Verka has arrived on the sheer strength of its quality, freshness

and purity. And of course, its home made taste. And all this, at the most affordable prices. To

people today, Verka is the part of their daily lives.,

THE EXTENSION OF THE BRAND

After winning faith of innumerable consumers, Verka did not stop. For there was a scope for

more. Changing times brought new trends, needs, tastes and hopes. Verka dynamic as ever,too

ac-quired newer forms.By adding value to milk to satisfy a quality - conscious society. And what

success! for,consumers could have their own pick as we came up with varied varieties of cheese

like the Processed Cheddar Cheese, Cheese Spread, and cheese Singles. And there were milk

powders like Dairy Whitener,Skimmed Milk Powder and Infant Milk Powder. Health Drinks

like Verka Vigour, Verka Lassi, Sweetened Flavoured Milk and a mango drink called Raseela.

Then there were Verka Curd and a whole lot of different flavours of Ice Creams. Milk had never

meant so much before.


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EXPORT OF MILK PRODUCTS

With competition in the national market zooming up efforts to export products have been

made. MILKFED has established its ghee market in Middle East Market. Verka ghee reaches all

the emirates and is available almost in all super markets. The penetration is so deep that verka

ghee is available in far off labour camps. In addition to ghee, SMP was also exported to Asian

Countries like Philippines, Bangla Desh and Sri-Lanka. Verka Malt Plus (Malted Milkfood)

have also been exported to Bangla Desh.

QUALITY ASSURANCE PROGRAMME

Quality Assurance Programme (QAP) which is a part and parcel of Dairy Plant

Improvement Programme (DPIP) was taken up in Ludhiana Milk Union with the Technical

guidance from NDDB. The main objective of the programme is to improve efficiency of Plants

coupled with loss management to bring down the cost of production, im-prove the quality of

milk and milk products manufactured to ameliorate the general hygienic and house keeping

standards and above all to enhance the profitability and financial viability of the Milk Plants to

enable milk producers to get better price for their produce.


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Verka Milk Plant may go on stir

Cutting across party affiliations, all 12 directors on the board of the Verka Milk Plant,

Ludhiana, have got together to threaten an agitation if the Milkfed management does not increase

the procurement price of milk from producers

At a meeting held at the Verka Milk Plant here today, the directors, belonging to the

Shiromani Akali Dal (SAD) and the Congress, said the management of Milkfed had not taken the

board of directors into confidence before reducing the purchase price of milk.


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They said bureaucrats running Milkfed took decisions sitting in Chandigarh without

consulting the directors, who were elected representatives of the milk producers

The directors alleged that the Milkfed management deliberately ignore them at the instance of

the Punjab government which wanted to benefit private companies like Reliance.

The directors say Milkfed is purchasing milk at lower rates, the private companies are

paying more and gradually the milk produc The directors have demanded that the rates of

purchase of milk from milk producers should be increased immediately. They want an end to

interference too ers might turn to the private companies. This might lead the Verka Milk Plants

to shut down which would also result in Speaking to the media after their meeting, the directors,

including Ajmer Singh Bhagpur (SAD), Paramjit Singh Ghawadi (Congress) and five directors

each from SAD and Congress, said the Milkfed management never takes up development

issuesunemployment.

The directors have demanded that the rates of purchase of milk from milk producers should be

increased immediately. They want an end to interference too.

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Ludhiana, November 11 In the backdrop of seizure of adulterated milk in the city, the

Verka Milk Plant has installed a free milk-testing centre outside its main gate on Ferozpur Road.


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“The centre will be providing free milk testing facility from 9 am to 5 pm on all working

days,” said Balwinder Singh, general manager, Verka Milk Plant. The company is mulling over

the idea to extend the facility even on Sundays.

It has asked consumers to get 250 ml of unpasturised milk at the centre and get the tests,

including for synthetic milk, done there. “Within ten to fifteen minutes a report will be handed

over to the consumer,” said a company employee.

In the past few weeks, the Health department has seized a huge quantity of adulterated

milk from several shops in the city. “There is an increase in the supply of spurious and

adulterated milk in the market. So it was the need of the hour to open this kind of center,”

Balwinder Singh said.

Due to unawareness and lack of facilities of getting milk tested, the residents had no

option but to use low-level milk and its products, he added. The Verka Milk Plant receives about

2.50 lakh litres of milk daily from 750 villages of Luhdiana district through village-level milk

cooperative societies.

“In the last five months I have cancelled the contracts of many contractors whose supply

was not up to the mark,” said Balwinder Singh. “Although there was a lot of political pressure on

me, I didn’t bow to it and cancelled the contracts of 20 to 25 years old contractors.” The

company says it tests the milk at milk cooperative societies first and then again at Verka Milk

Plant just to rule out any adulteration in it.

To keep a strict vigil on private dairy owners, Balwinder Singh said the company was

planning to raid some private dairy owners along with the Health authorities. “We will take


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random milk samples from dairies and the Health department will take strict action against those

indulging in adulteration,” he added.


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Chapter-2


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INTRODUCTION TO PROJECT

This project is about preference of the consumers towards FMCG products i.e. Milk

Products in domestic market (in special context of nestle, Verka & Amul Milk Products)

The story of Milk Products began in the new world with the Mayans, and also the word

Milk Products comes from the Mayan word xocoatl, and the word cocoa from the azlec

cacahuati, who drank a dark brew called cacahuaquchtl. Later, the Aztec consumed chacahoua

and used the cocoa bean for currency. In 1523, they offered cocoa beans to Cortez, who

introduced Milk Products to the world, where it swiftly became a favorite food among the

rich and noble of Europe.

From the beginning, turning raw, bitter cocoa beans into what one 17th century writer

called “the only true food of the gods” has been a fine art, a delicate mixture of

alchemy and science. Centuries ago it was discovered that fermenting and roasting the

beans could create an almost otherworldly flavor. In 1875, after years of trying, a 31-

year-old candy maker in vevey named Daniel peter figured out how to combine milk

and cocoa power.

MEANING OF MILK PRODUCTS:-

1. A preparation of the seed of cocoa, roasted, husked, and ground (without removing

any of the fat), often sweetened and flavored, as with vanilla.

2. A beverage or confection made from this.

3. Dark brown.

4. A divine substance inspiring passion in those who consume it.


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The discovery of cocoa was only a first step in the direction of Milk Products. The

Mayas were the first to cultivate the cocoa bean for the fruits it yielded. They used the

beans as an Ingredient in their favorite Milk Products drink ‘xocotlatl’.

Legend suggests that the first beans came out of paradise and lent wisdom and power to

the person that ate them. For obvious reasons, the use of cocoa was kept to a minimum

by the emperors.

Before the Spanish explorers discovered the New World, Milk Products and other “exotic”

foods were totally unknown in Europe. Columbus was the first European to become

acquainted with cocoa, but he wasn’t exactly impressed.

During one of his conquest in the New World he met the Aztecs. For many generations,

they drank an infusion of grilled seeds and spices. This mixture tasted disgusting and it

also contained cocoa beans. The Aztecs adopted the ides of cocoa consumption from the

Mayas.

However the conquistadors pizzaro and, in particular, Cortes did show interest in the

bean. Fernando Cortes reached the east coast of Mexico in 1519. as an honored guest of

Montezuma (Aztec emperor and inveterate Milk Products fanatic) he was offered xocotlatl

–a small portion of aromatic Milk Products drink mixed eith vanilla, pepper and other

herbs.

For the Mayas, cocoa beans were very Important, not only were they a poplar means of

exchange, they also had a religious value. The Mayas sacrificed cocoa beans at the funerals

of the upper class.


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INTRODUCTION TO STUDY

The Research Study was undertaken to know the buying Preference of consumers. In this

research the need of study is to know the taste, preferences of consumers while purchasing the

particular brand of the Milk Products. What are the factors that influences the customers to

switch over the other brands.

As the milk Milk Products market is full of competition , so this study about the buying

Preferences of Consumer regarding milk Milk Products was studied to figure out the reasons for

the same. I tried to find out basic problem what retailers are facing regarding the sales of the

milk Milk Products, and the consumer reaction and Preference for the same. Also this study

helped me to find out the ratio of the loyal customers and awareness level of the consumers for

milk Milk Products.

As management student this can be taken as the strong base for future as all what I studied in the

project is now the need of the hour, as it is very well known fact that 80% of the total profits of

any company is contributed by only 20% customers so the study about the Brand Equity gives

good tracking of those customers.

The word Milk Products comes from the Mayan word xocoatl, and the word ‘cocoa’ from

the Aztec cacahuatl. In Mexico, the beverage was called chocolath, from lath (water) and

choco. Supposedly the Spaniard found the Mexican word her to pronounce and called it

cacao. Chocolath, chocolath, chocolath. Puff puff. See? I did it! (But let’s stick to cocoa)

From cocoa to Milk Products

Sorting, clearing, frying, crushing, grinding is the only small part of stages of production

cycle transforming cocoa beans in Milk Products, which we eat.


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Milk Products is really the unique product, tasty, highly nutritive (about 550 kkal in

100gm of a product), capable to be stored by years without change of properties. It

contains 50-55% of carbohydrates, 32-35% of fat, 5-6% of fibers . And also tannin

substances (4-5%), stimulators -the bromine and caffeine (1-1.5%), microelements Na, K,

Mg, P, Fe and vitamins B1, & B2.


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INTRODUCTION TO CONSUMER PREFERENCE

Consumer Preference involves the psychological processes that consumers go through

in recognizing needs, finding ways to solve these needs, making purchase decisions (e.g.,

whether or not to purchase a product and, if so, which brand and where), interpret information,

make plans, and implement these plans (e.g., by engaging in comparison shopping or actually

purchasing a product).

Customer Preference, a business term, is a measure of how products and services

supplied by a company meet or surpass customer expectation. Customer Preference is defined as

"the number of customers, or percentage of total customers, whose reported experience with a

firm, its products, or its services (ratings) exceeds specified Preference goals."

It is seen as a key performance indicator within business and is part of the four of a Balanced

Scorecard. In a competitive marketplace where businesses compete for customers, customer

Preference is seen as a key differentiator and increasingly has become a key element of business

strategy.

Within organizations, customer Preference ratings can have powerful effects. They focus

employees on the importance of fulfilling customers’ expectations. Furthermore, when these

ratings dip, they warn of problems that can affect sales and profitability. These metrics quantify

an important dynamic. When a brand has loyal customers, it gains positive word-of-mouth

marketing, which is both free and highly effective.


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In researching Preference, firms generally ask customers whether their product or service has

met or exceeded expectations. Thus, expectations are a key factor behind Preference. When

customers have high expectations and the reality falls short, they will be disappointed and will

likely rate their experience as less than satisfying. For this reason, a luxury resort, for example,

might receive a lower Preference rating than a budget motel—even though its facilities and

service would be deemed superior in “absolute” terms.

The importance of customer Preference diminishes when a firm has increased bargaining power.

For example, cell phone plan providers, such as AT&T and Verizon, participate in an industry

that is an oligopoly, where only a few suppliers of a certain product or service exist. As such,

many cell phone plan contracts have a lot of fine print with provisions that they would never get

away if there were, say, a hundred cell phone plan providers, because customer Preference would

be way too low, and customers would easily have the option of leaving for a better contract offer.

There is a substantial body of empirical literature that establishes the benefits of customer

Preference for firms.

The Management of PROCTER & GAMBLE once stated : ” Our business is based on

understanding the consumer and providing the kind of products that the consumer wants.

We place enormous emphasis on our product development area and our marketing area,

and on our people knowing the consumer.” The human mind is the most complex entity

in the whole universe as it is very unpredictable how a person would behave in or

react in a particular situation.

A person’s Preference changes from place to place and situation to situation or, say it is

very inconsistent. The person when has a need, is willing and able to satisfy the need is


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called a CONSUMER. The consumer would go different ways to satisfy it’s needs

depending on his social, cultural, family, economic and educational background. Consumer

is the principle a priori of business. The efficiency with which a free market system of

enterprise operates, depends upon the extent of consumer understanding possessed by the

business community. A business community that is ignorant of consumer preferences

cannot possibly fulfill it’s obligations in a meaningful and responsive manner.

So here comes the need to study CONSUMER PREFERENCE. Consumer Preference is

broadly defined as “the Preference the consumer displays in searching for, purchasing,

using and evaluating products, services, and ideas which they expect will satisfy their

needs.” Consumer Preference is not only the study of what people consume, but is also

the study of who the consumers are, why they consume, how often they consume, and

under what conditions they consume.

CONSUMER PREFERENCE refers to the buying Preference of ultimate consumers, those

persons who purchase products for personal or household use, not for business purpose.

There are Psychological Theories that help us to understand and predict the effect of all

external and internal factors on a consumer. External factors include Culture, Society,

Reference group and family etc. Internal factors comprise in a consumer mind and how

consumers learning, memory, attitude, personality, lifestyle and motivation levels effect

consumer Preference. What would initiate a buying process and how a buying decision

would end is all covered under the study of consumer Preference. This all further helps

relate product / service, price and promotion etc. with consumer Preference. Thus

organisation can place marketing mix so as to propogate their product/services.


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Consumer

A consumer is someone who buys or uses things (goods) or services.

-GOODS are things we use like food.

- SERVICES are things that other people do for us.

A consumer is also someone who uses the earth's resources such as water, land, oil, trees and

theair.An individual who buys product and services for personal use not for manufacture or

resale. In free market economies, consumers are presumed to dictate what goods are produced

and are generally considered the center of economic activity. Individual consumption of goods

and services is primarily linked to the consumer's level of disposable income, and budget

allocations are made to maximize the consumer's marginal utility.

Service

Service may be defined as” an activity or benefit that one party offers to another”. It is

essentially tangible and does not result in ownership of any thing. Its production may or may not

be tied to physical products.

PURPOSE

Customer Preference provides a leading indicator of consumer purchase intentions and loyalty.

Customer Preference data are among the most frequently collected indicators of market

perceptions. Their principal use is twofold:


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1. Within organizations, the collection, analysis and dissemination of these data send a

message about the importance of tending to customers and ensuring that they have a

positive experience with the company’s goods and services.

2. Although sales or market share can indicate how well a firm is performing currently,

Preference is an indicator of how likely it is that the firm’s customers will make further

purchases in the future. Much research has focused on the relationship between customer

Preference and retention. Studies indicate that the ramifications of Preference are most

strongly realized at the extremes. On a five-point scale, individuals who rate their

Preference level as “5” are likely to become return customers and might even evangelize

for the firm. (A second important metric related to Preference is willingness to

recommend. This metric is defined as "The percentage of surveyed customers who

indicate that they would recommend a brand to friends." When a customer is satisfied

with a product, he or she might recommend it to friends, relatives and colleagues. This

can be a powerful marketing advantage.) Individuals who rate their Preference level as

“1,” by contrast, are unlikely to return. Further, they can hurt the firm by making negative

comments about it to prospective customers. Willingness to recommend is a key metric

relating to customer Preference.

CONSTRUCTION

Organizations need to retain existing customers while targeting non-customers.[3] Measuring

customer Preference provides an indication of how successful the organization is at providing

products and/or services to the marketplace.


30

Customer Preference is measured at the individual level, but it is almost always reported at an

aggregate level. It can be, and often is, measured along various dimensions. A hotel, for

example, might ask customers to rate their experience with its front desk and check-in service,

with the room, with the amenities in the room, with the restaurants, and so on. Additionally, in a

holistic sense, the hotel might ask about overall Preference “with your stay.”

Customer Preference is an abstract concept and the actual manifestation of the state of Preference

will vary from person to person and product/service to product/service. The state of Preference

depends on a number of both psychological and physical variables which correlate with

Preference Preferences such as return and recommend rate. The level of Preference can also vary

depending on other factors the customer, such as other products against which the customer can

compare the organization's products.

Work done by Parasuraman, Zeithaml and Berry between 1985 and 1988 delivered SERVQUAL

which provides the basis for the measurement of customer Preference with a service by using the

gap between the customer's expectation of performance and their perceived experience of

performance. This provides the researcher with a Preference "gap" which is semi-quantitative in

nature. Cronin and Taylor extended the disconfirmation theory by combining the "gap" described

by Parasuraman, Zeithaml and Berry as two different measures (perception and expectation) into

a single measurement of performance relative to expectation.

The usual measures of customer Preference involve a survey with a set of statements using a

Likert Technique or scale. Customer Preference is generally measured on a five-point scale.


31

Customer Preference data can also be collected on a 10-point scale.

Arguably, consumers are less complex than some of these surveys tend to portend. When the

customer is asked to evaluate each statement in terms of their perception and expectation of

performance of the service being measured, they are basically in two simple states; satisfied or

not satisfied. On or off, just like a switch. A business can measure its customer Preference index

by relating the aggregates of satisfied customers versus dissatisfied customers.

Regardless of the scale used, the objective is to measure customers’ perceived Preference with

their experience of a firm’s offerings. Marketers then aggregate these data into a percentage of

top-box responses. Preference levels are usually reported as either “top box” or, more likely, “top

two boxes.” Marketers convert these expressions into single numbers that show the percentage of

respondents who checked either a “4” or a “5.”

Methodologies

American Customer Preference Index (ACSI) is a scientific standard of customer Preference.

Academic research has shown that the national ACSI score is a strong predictor of Gross

Domestic Product (GDP) growth, and an even stronger predictor of Personal Consumption

Expenditure (PCE) growth. On the microeconomic level, research has shown that ACSI data

predicts stock market performance, both for market indices and for individually traded

companies. Increasing ACSI scores has been shown to predict loyalty, word-of-mouth


32

recommendations, and purchase Preference. The ACSI measures customer Preference annually

for more than 200 companies in 43 industries and 10 economic sectors. In addition to quarterly

reports, the ACSI methodology can be applied to private sector companies and government

agencies in order to improve loyalty and purchase intent. Two companies have been licensed to

apply the methodology of the ACSI for both the private and public sector: CFI Group, Inc.

applies the methodology of the ACSI offline, and Foresee Results applies the ACSI to websites

and other online initiatives. ASCI scores have also been calculated by independent researchers,

for example, for the mobile phones sector, higher education, and electronic mail.

The Kano model is a theory of product development and customer Preference developed in the

1980s by Professor Noriaki Kano that classifies customer preferences into five categories:

Attractive, One-Dimensional, Must-Be, Indifferent, Reverse. The Kano model offers some

insight into the product attributes which are perceived to be important to customers.

SERVQUAL or RATER is a service-quality framework that has been incorporated into

customer-Preference surveys (e.g., the revised Norwegian Customer Preference Barometer) to

indicate the gap between customer expectations and experience.

J.D. Power and Associates provides another measure of customer Preference, known for its top-

box approach and automotive industry rankings. J.D. Power and Associates' marketing research

consists primarily of consumer surveys and is publicly known for the value of its product awards.

Other research and consulting firms have customer Preference solutions as well. These include

A.T. Kearney's Customer Preference Audit process, which incorporates the Stages of Excellence

framework and which helps define a company’s status against eight critically identified

dimensions.


33

For Business to Business (B2B) surveys there is the InfoQuest box. This has been used

internationally since 1989 on more than 110,000 surveys (Nov '09) with an average response rate

of 72.74%. The box is targeted at "the most important" customers and avoids the need for a

blanket survey.

These customer Preference methodologies have not been independently audited by the

Marketing Accountability Standards Board (MASB) according to MMAP (Marketing Metric

Audit Protocol)

Sources of influence on the consumer. The consumer faces numerous sources of influence.

Often, we take cultural influences for granted, but they are significant. An American will

usually not bargain with a store owner. This, however, is a common practice in much of the

World. Physical factors also influence our Preference. We are more likely to buy a soft drink

when we are thirsty, for example, and food manufacturers have found that it is more effective to

advertise their products on the radio in the late afternoon when people are getting hungry. A


34

person’s self-image will also tend to influence what he or she will buy—an upwardly mobile

manager may buy a flashy car to project an image of success. Social factors also influence what

the consumers buy—often, consumers seek to imitate others whom they admire, and may buy the

same brands. The social environment can include both the mainstream culture (e.g., Americans

are more likely to have corn flakes or ham and eggs for breakfast than to have rice, which is

preferred in many Asian countries) and a subculture (e.g., rap music often appeals to a segment

within the population that seeks to distinguish itself from the mainstream population). Thus,

sneaker manufacturers are eager to have their products worn by admired athletes. Finally,

consumer Preference is influenced by learning—you try a hamburger and learn that it satisfies

your hunger and tastes good, and the next time you are hungry, you may consider another

hamburger.

Consumer Choice and Decision Making: Problem Recognition. One model of consumer

decision making involves several steps. The first one is problem recognition—you realize that

something is not as it should be. Perhaps, for example, your car is getting more difficult to start

and is not accelerating well. The second step is information search—what are some alternative

ways of solving the problem? You might buy a new car, buy a used car, take your car in for

repair, ride the bus, ride a taxi, or ride a skateboard to work. The third step involves evaluation

of alternatives. A skateboard is inexpensive, but may be ill-suited for long distances and for

rainy days. Finally, we have the purchase stage, and sometimes a post-purchase stage (e.g., you

return a product to the store because you did not find it satisfactory). In reality, people may go

back and forth between the stages. For example, a person may resume alternative identification

during while evaluating already known alternatives.


35

Consumer involvement will tend to vary dramatically depending on the type of product. In

general, consumer involvement will be higher for products that are very expensive (e.g., a home,

a car) or are highly significant in the consumer’s life in some other way (e.g., a word processing

program or acne medication).

It is important to consider the consumer’s motivation for buying products. To achieve this goal,

we can use the Means-End chain, wherein we consider a logical progression of consequences of

product use that eventually lead to desired end benefit. Thus, for example, a consumer may see

that a car has a large engine, leading to fast acceleration, leading to a feeling of performance,

leading to a feeling of power, which ultimately improves the consumer’s self-esteem. A

handgun may aim bullets with precision, which enables the user to kill an intruder, which means

that the intruder will not be able to harm the consumer’s family, which achieves the desired end-

state of security. In advertising, it is important to portray the desired end-states. Focusing on the

large motor will do less good than portraying a successful person driving the car.


36

Information search and decision making. Consumers engage in both internal and external

information search. Internal search involves the consumer identifying alternatives from his or

her memory. For certain low involvement products, it is very important that marketing programs

achieve “top of mind” awareness. For example, few people will search the Yellow Pages for fast

food restaurants; thus, the consumer must be able to retrieve one’s restaurant from memory

before it will be considered. For high involvement products, consumers are more likely to use an

external search. Before buying a car, for example, the consumer may ask friends’ opinions, read

reviews in Consumer Reports, consult several web sites, and visit several dealerships. Thus,

firms that make products that are selected predominantly through external search must invest in

having information available to the consumer in need—e.g., through brochures, web sites, or

news coverage.

A compensatory decision involves the consumer “trading off” good and bad attributes of a

product. For example, a car may have a low price and good gas mileage but slow acceleration.


37

If the price is sufficiently inexpensive and gas efficient, the consumer may then select it over a

car with better acceleration that costs more and uses more gas. Occasionally, a decision will

involve a non-compensatory strategy. For example, a parent may reject all soft drinks that

contain artificial sweeteners. Here, other good features such as taste and low calories cannot

overcome this one “non-negotiable” attribute.

The amount of effort a consumer puts into searching depends on a number of factors such as the

market (how many competitors are there, and how great are differences between brands expected

to be?), product characteristics (how important is this product? How complex is the product?

How obvious are indications of quality?), consumer characteristics (how interested is a

consumer, generally, in analyzing product characteristics and making the best possible deal?),

and situational characteristics (as previously discussed).

THE PSYCHOLOGY OF MARKETING

INTRODUCTION

The study of consumers helps firms and organizations improve their marketing strategies by

understanding issues such as how

The psychology of how consumers think, feel, reason, and select between different

alternatives (e.g., brands, products, and retailers);

The psychology of how the consumer is influenced by his or her environment (e.g.,

culture, family, signs, media);

The Preference of consumers while shopping or making other marketing decisions;


38

Limitations in consumer knowledge or information processing abilities influence

decisions and marketing outcome;

How consumer motivation and decision strategies differ between products that differ in

their level of importance or interest that they entail for the consumer; and

How marketers can adapt and improve their marketing campaigns and marketing

strategies to more effectively reach the consumer.

One "official" definition of consumer Preference is "The study of individuals, groups, or

organizations and the processes they use to select, secure, use, and dispose of products, services,

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

and society." Although it is not necessary to memorize this definition, it brings up some useful

points:

Preference occurs either for the individual, or in the context of a group (e.g., friends

influence what kinds of clothes a person wears) or an organization (people on the job

make decisions as to which products the firm should use).

Consumer Preference involves the use and disposal of products as well as the study of

how they are purchased. Product use is often of great interest to the marketer, because

this may influence how a product is best positioned or how we can encourage increased

consumption. Since many environmental problems result from product disposal (e.g.,

motor oil being sent into sewage systems to save the recycling fee, or garbage piling up at

landfills) this is also an area of interest.

Consumer Preference involves services and ideas as well as tangible products.


39

The impact of consumer Preference on society is also of relevance. For example,

aggressive marketing of high fat foods, or aggressive marketing of easy credit, may have

serious repercussions for the national health and economy.

There are four main applications of consumer Preference:

The most obvious is for marketing strategy—i.e., for making better marketing

campaigns. For example, by understanding that consumers are more receptive to food

advertising when they are hungry, we learn to schedule snack advertisements late in the

afternoon. By understanding that new products are usually initially adopted by a few

consumers and only spread later, and then only gradually, to the rest of the population,

we learn that (1) companies that introduce new products must be well financed so that

they can stay afloat until their products become a commercial success and (2) it is

important to please initial customers, since they will in turn influence many subsequent

customers’ brand choices.

A second application is public policy. In the 1980s, Accutane, a near miracle cure for

acne, was introduced. Unfortunately, Accutane resulted in severe birth defects if taken by

pregnant women. Although physicians were instructed to warn their female patients of

this, a number still became pregnant while taking the drug. To get consumers’ attention,

the Federal Drug Administration (FDA) took the step of requiring that very graphic

pictures of deformed babies be shown on the medicine containers.

Social marketing involves getting ideas across to consumers rather than selling

something. Marty Fishbein, a marketing professor, went on sabbatical to work for the

Centers for Disease Control trying to reduce the incidence of transmission of diseases


40

through illegal drug use. The best solution, obviously, would be if we could get illegal

drug users to stop. This, however, was deemed to be infeasible. It was also determined

that the practice of sharing needles was too ingrained in the drug culture to be stopped.

As a result, using knowledge of consumer attitudes, Dr. Fishbein created a campaign that

encouraged the cleaning of needles in bleach before sharing them, a goal that was

believed to be more realistic.

As a final benefit, studying consumer Preference should make us better consumers.

Common sense suggests, for example, that if you buy a 64 liquid ounce bottle of laundry

detergent, you should pay less per ounce than if you bought two 32 ounce bottles. In

practice, however, you often pay a size premium by buying the larger quantity. In other

words, in this case, knowing this fact will sensitize you to the need to check the unit cost

labels to determine if you are really getting a bargain.

There are several units in the market that can be analyzed. Our main thrust in this course is the

consumer. However, we will also need to analyze our own firm’s strengths and weaknesses and

those of competing firms. Suppose, for example, that we make a product aimed at older

consumers, a growing segment. A competing firm that targets babies, a shrinking market, is

likely to consider repositioning toward our market. To assess a competing firm’s potential threat,

we need to examine its assets (e.g., technology, patents, market knowledge, awareness of its

brands) against pressures it faces from the market. Finally, we need to assess conditions (the

marketing environment). For example, although we may have developed a product that offers

great appeal for consumers, a recession may cut demand dramatically.


41

FACTORS AFFECTING THE SELECTION OF TOUR

The selection of Tour is affected by the personality and life style of an individual as well

as the product features. On the basis of this they can be divided personal into personal and

product factors.

O Personal Factors:- Personal factors are related to individual traits and personality characteristics.

They differ from person to person and affect the consumer perception, motivation and attitude

formation.

O Product Factors:- Product characteristics affect the final Selection decision of the consumer.

Before selecting any customer gives due consideration to its physical characteristics and the

services provided.

1. Availability of Finances:- This factor has a strong bearing on the purchase decision. An

individual will first of all analyze the available resources including his income and saving. If

these fall short of the required amount, he will have to ascertain the sources of finance open to

him (example installment payment; zero% loans by various banks and companies etc.)

2. Product Features:- A consumer is affected by the Tour characteristics its, Distance, Time

Period, enjoyment, economical etc. this known as “effective appeal” There can be emotional for

a particular selection decision. An individual may opt for a particular tour if he thinks it adds to

his prestige. This is known as “symbolic appeals”

3. Brand Image:- There is cut throat competition in the tourism market . There are various leaders

in this arena. Tour preference and consumer regarding quality; looks distribution networks,

services and supporting network.


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Chapter-3


43

REVIEW OF LITERATURE

Milk Products Truffles Are So Good

Posted: Aug 04, 2010

Milk Products are one of the best inventions ever created in the course of human existence. Milk

Products is such a tasty and delicious treat and it can be purchased for yourself or given as a

gift. Milk Products gifts are always an appreciated and appropriate gift. One of the best gifts

anyone could receive is a hybrid of Milk Products and the flower. Instead of

abouquet of flowers that will die or a simple box of Milk Products you can always give someone

a Milk Products rose as a gift. Milk Products can be shaped into the form of a rose and covered

in red Milk Products foil with a stem and a leaf attached. This flower is made to resemble a

beautiful red rose on the outside that can be unwrapped and devoured. If the recipient in mind

really likes Milk Products with an intense passion and would prefer to have an entire box of Milk

Products rather than the few bites that are blooming inside of a red foil wrapped Milk Products

rose there is always the ever popoular gift of rich and delicious Milk Products truffles to satisfy.

Milk Products truffles are made by chocolatiers in almost every rich and delectible flavor

imaginable. Milk Products truffles are among one of the most popular and best gifts to be

received because rich cocoa is so delicious and the chocolatiers that make truffles are

knowlegable about how to make them. Well crafted Milk Products truffles are a wonderful treat

to receive as a gift or to win in a basket at a raffle.


44

When You Need a Treat, Milk Products gifts Hit the Spot

Posted: Aug 04, 2010

Just about everybody loves Milk Products. From the iconic Hershey Kiss to the top of the line

Godiva brand, Milk Products comes in various forms and shapes. Milk Products Truffles are a

special treat that satisfies a refined taste.

M&M's appear in candy dishes all over the world. One of the best things about Milk Products is

that it makes a great gift.

Milk Products Gifts are available for all occasions. On Valentine's Day, it is almost mandatory

that you buy your sweetheart a heart-shaped box of the sweet treat. The one or maybe two pound

boxes contain an assortment of Milk Products with nuts, caramel, coconut, nougat, cremes and

other fillings. You can choose boxes with light, dark or a combination of the two types of Milk

Products.

Holidays are another time for boxed Milk Products. When you go over to your Aunt Betty's

house for Thanksgiving dinner, a nice box of Milk Products is appropriate. While Milk Products

gifts are not expensive (unless you are buying some exotic, imported brand), they are always

appreciated. When the box is opened, you better be quick, before all the "good ones" get

snatched up.

During Easter, chocalates take several different forms. Large, hollow Milk Products bunnies with

candy eyes line the shelves of drug stores. Walmart has a special candy display. There are Milk


45

Products easter eggs with marshmallow filling. Milk Products peanut-butter eggs and crunchy

Milk Products eggs. Any respectable Easter Basket should be filled with some delicious Milk

Products.

Birthdays, cheering up an ill patient, or rewarding your child's excellent school performance are

all very appropriate for Milk Products gifts.

The World of Milk Products

Posted: Jun 01, 2010

Milk Products are loved the world over. Why do so many people love Milk Products? Probably

because of the almost unlimited variety of flavors and textures that Milk Products has. Ever

since Milk Products was first discovered over 3,000 years ago by the Aztecs, people have

enjoyed Milk Products. Of course, although people all through time have enjoyed Milk Products,

it didn't start out as we know it today. It wasn't the sweet little Milk Products or bars that we like

to think of. Instead, it started in South America only as a bitter drink.

Soon though, coco made its debut into the rest of the world and into the hands of many

eager bakers. Milk Products went from just a bitter drink, into all kinds of flavors. Coco was

made into sweet drinks, cakes, desserts and bars. The flavors ranged in everything from bitter

dark to ultra sweet and decadent. One of the most indulgent is Milk Products truffles. Theses

little Milk Products are filled with ganache, a mixture of both semisweet Milk Products and

cream.


46

In 1765 Milk Products was first introduced to the United States by an Irishman named John

Hanan. Both John and American candy maker James Baker built the first American Milk

Products mill in 1780. They then started producing Milk Products for the public. It wasn't long

before their little Milk Products business began to take off, Americans were in love!

Now, well over 200 years later, the American public is still in love and obsessed with Milk

Products. 7 billion dollars a year alone is spent on Milk Products! Much of that is spent on Milk

Products gifts, whether of course that gift is for someone other than yourself is entirely up to

you!

Let's Hear It For The Wedding Milk Products Favors

Posted: Mar 30, 2009

Belgian Milk Products is one of the best Milk Products in the world. But then again it doesn't

have to be belgium Milk Products to create a mouth watering effect to those people who crave

for sweets. Wedding Milk Products are simply a quality choice as a wedding favor.

But then, Milk Products are not just a token given to someone special on a special event. Milk

Products wedding favors have become one of the greatest items a couple could use in their

wedding as a favor If it is going to be your own wedding, perhaps you might as well consider

this option.

It's just to show that a wedding favor is not anymore particular to a home décor but it can now

also be a usable or an edible thing. Intimacy and passion comes to mind when talking Milk

Products.


47

Perhaps it is the reason why they have been used as one of the options in the line up of wedding

favors. And to make wedding Milk Products favor more suitable for a wedding, different molds

have been created to shape the Milk Products into designs that would suit any type of wedding.

Of course there are other tastes available as well in mint, dark, or white Milk Products, and these

can be appropriately matched with a particular shape of wedding Milk Products favors.

Wedding Milk Products favors can fit a royal wedding theme, an outdoor wedding, or Disney-

type topic wedding. A Milk Products favour lollipop can take about any shape or designs that

could fit a wedding celebration. Those heart-shaped Milk Products favors that have a design in

the middle are the simplest design that you can have.

You can also use an oval, round, or rectangular forms since they are wide enough to make more

patterns in the middle of the Milk Products. Some of the more unique shapes in the wedding

Milk Products design world would be wedding gown, tuxedo, bride and groom image, flowers

such as rose and calla lily, birds such as swan and dove, castle, wedding bell, wedding cake, and

even elegant fans.

Furthermore, these chocolaty designs can also be modified a bit and use them as a wedding Milk

Products cake topper or centerpiece. You can add some more accessories to your Milk Products

favors.

A colorful mini stick and a ribbon can turn your favor lolly into a more amazing wedding favor.

But Then, you can also give those Milk Products wedding favors a personal touch if you want to.

Individualized Milk Products favors are also more inviting because your guest will see that you

have put some extra effort into creating them


48

Looking for the best wedding favor can be alot of fun that you and your partner can do together.

When you pick out to have Milk Products as your wedding favor, rest assured that you and your

spouse will share that sweet moment; designing your wedding motif together..

To formulate the problem precisely and to pin point the importance of undertaking it, it is

essential to carry out a brief review of the studies related directly or indirectly to the present

investigation. Some of the studies conducted earlier are given in chronological order.

Johnston (1981) proposed that time may be the most important variable in consumer Preference.

On one side, the time dimension of consumer Preference is viewed as just beginning to emerge

as a major variable of study, on the other side, however, time has been implicitly and explicitly

incorporated into consumer Preference theory and marketing strategies for quite some time.

Adoption of products by consumers was not characterized by analytic consumption Preference

but by risk aversion and preference for incremental changes in the consumption set.

Gofton and Ness (1991) studied that the twin trends of health and convenience have resulted in

changing food consumption patterns. Their Research among consumers confirmed that there is

awareness and concern about the relationship between health and diet and the better educated are

more food-conscious. Changing lifestyles and the changing role of women are shown to affect

food habits.

Bruhn (1992) reported concern about the impact of diet on health that has led consumers to

reduce the consumption of foods perceived as being high in fat. Taste, safety, and nutrition were

most important in food selection. Nutritive factors considered most important were total fat

content, cholesterol, fats both saturated and unsaturated ones by the consumers.

Arthley (1993) reported that the food manufacturers must ensure that the food they produce

should satisfy customers' demands namely, i.e. the food should be safe to eat, healthy and


49

nutritious and it should be of high quality and value for money and increasingly, it must have

built-in convenience.

Zink (1997) studied that consumer demand for new foods and changes in eating habits and food

safety risks are affecting the food processing industry. The population is becoming older on

average; moreover, consumers want fresh and minimally processed food without synthetic

chemical preservatives.

Candel (2001) proposed that Consumer researchers consider convenience orientation towards

meal preparation to be a relevant construct for understanding consumer Preference towards

foods. As examined in two different samples of meal preparers. Convenience orientation was

found to be negatively related to cooking enjoyment, involvement with food products and variety

seeking, and to be positively related to role overload. His analyses also suggest that the lack of

relation between the meal preparer's working status and convenience food consumption, as found

in many studies, is due to convenience food not offering enough preparation convenience.

Consuming take-away meals and eating in restaurants appear to satisfy the consumer's need for

convenience more adequately.

Costa et al (2001) introduced a new definition and classification system for home meal

replacements (HMR), based on convenience attributes as viewed by consumers.The classifying

criteria chosen was based on shelf-life and required preparation. Results showed that the use of a

narrow range of HMR is characteristic of Dutch food consumption. The classification system is

expected to provide valuable support for consumer-oriented product and process development.

Creed (2001) studied that Consumer demand for convenience has led to the prepared frozen

meals being adapted for the rapidly growing ‘home meal replacement’ sector. The author

discussed the results of a survey on how consumers perceive the acceptability of these prepared


50

meals according to age group, social class, gender and frequency of eating out, and the potential

for extending the use of prepared meals to those who could benefit. It concluded that the system

can provide opportunities to satisfy many groups of consumers with regard to nutritional,

sensory, convenience and safety aspects

Tauscher (2002 ) studied that Consumer demands for high-quality foods with “fresh-like”

characteristics that require only a minimum amount of effort and time for preparation has led to

the introduction of convenience foods preserved by mild treatments. Non-thermal methods allow

the processing of foods below temperatures used during thermal pasteurisation, so flavours,

essential nutrients, and vitamins undergo minimal or no changes. This process is used to create

food and food ingredients with new sensory and functional properties including also

physiological functionality.

Friedeck et al (2003) revealed that the flavor and texture effects of soy protein fortification of

low-fat dairy-based ice cream were most important for the acceptance of frozen ice -cream.

Low-fat ice cream mixes were formulated with 0, 2, and 4 per cent soy protein isolate (SPI).

Sensory attributes, volatile flavor components, instrumental color and viscosity were compared.

SPI-fortified mixes displayed different textural and color properties compared with the 0 per

cent SPI control. This information aided in optimization of an acceptable soy-fortified dairy ice

cream.

Tillotson (2003) studied the effects of high pressure processing (HPP) on consumer acceptance

for chilled ready meals manufactured using a low-value beef cut. Data were collected on

consumers' food consumption patterns, their attitudes towards food by means of the reduced

food-related lifestyle and socio-demographics.


51

Ahlgren and Hall (2004) studied that food choice is dependent upon beliefs about both the

products and those who consume these products. He studied the beliefs about the prototypical

attributes of ready meal consumers to establish which beliefs exist and whether they have any

actual basis when compared with self-reported Preferences of ready meal consumers. In a

survey, respondents described what they considered to be common attributes of ready meal

consumers. Most interesting was the fact that two frequently mentioned attributes, being alone

and no interest in cooking or food, were confirmed by the frozen ready meal consuming

respondents in the actual eating situation but not by their life-style and beliefs in general. In the

different eating situations there were dissimilar reasons for consumption. Two ready meal eating

situations were investigated in greater detail in order to establish what triggered the ready meal

consumption in these situations. One of these meal situations proved to be convenience driven

and the other time driven.

Cardello and Schutz (2004) conducted the analytic studies with civilian and military consumers

in order to assess the factors that contribute to the concept of food freshness and the relative

importance of freshness to other product variables. Results showed the concept of freshness to be

determined primarily by time from harvest/production and food type. Foods that were described

as "minimally processed e.g "frozen and thawed" were rated as less fresh than other foods.

Hlgren et al (2004) reported that food choice is dependent upon beliefs about both the products

and consumers. Beliefs about the prototypical attributes of ready meal consumers have been

investigated to establish the beliefs that exist and whether they have any actual basis when

compared with self-reported Preferences of ready meal consumers.

Khanona and Aung (2004) proposed that the diverse consumer attitudes towards the safety of

food. The diversity among consumers is based on a variety of factors, including demographics


52

and socio-economic status. The relationship between consumer attitudes, knowledge and

Preference regarding food safety is also examined in this paper. It indicates that different

attitudes do not necessarily lead to Preferences that increase the safety of the food consumed.

Ling et al (2004) studied the attitudes about new food purchases between innovators/early

adopters and non-innovators and to determine the food purchase characteristics of

innovators/early adopters and non-innovators. Food prices were relatively important to both

consumer groups. Marketing implications for food businesses were discussed.

McCarthy et al (2004) focused on the Irish convenience food consumer and investigates four

convenience food categories: frozen ready meals, take-away meals, restaurant meals, and pub

meals. Comparison of the regression results across the four convenience food categories

highlighted the importance of convenience food-related lifestyle issues in the purchase of ready

meals. General food-related lifestyle issues were more important in the purchase of take-away

meals. The consumption of restaurant and pub meals was least effected by convenience related

dimensions and more by the importance of social events

Ragaert et al (2004) studied the consumer perception and choice of food products. The

likelihood of buying minimally processed vegetables tends to be higher among better-educated

consumers and among consumers with young children. The most important motivation for

purchasing minimally processed vegetables relates to convenience and speed, especially for

consumers who buy this product during weekends. Although health and nutritional value scored

relatively low in terms of importance during the purchasing and consumption stages of

minimally processed vegetables, consumers with a high awareness of the relationship between

food and health attach significantly more importance to these credence attributes.


53

Urala (2004) studied attitude behind consumers' willingness to use food products and described

food related seven factors describing consumers' attitudes towards foods. These factors were as

follows: perceived reward from using foods, confidence in foods, necessity for foods, foods as

medicines, absence of nutritional risks in foods, foods as part of a healthy diet and the health

effects of foods vs. their taste. These attitude subscales differentiated between consumers in their

reported willingness to use foods.

Burns (2005) studied that consumers are being assailed by new products and services, many of

which can alter time-honored consumption customs. Adoption of time-saving processed food

items by contemporary Chinese consumers was influenced by increased income and demands on

time.

Verbeke (2005) studied that the forecast of a bright future for frozen foods, which constitute the

fastest growing segment in the food market.One of the key success factors pertains to consumer

acceptance of the concept of these foods The likelihood of these food acceptance also increases

with the presence of a high level of claimed knowledge or awareness. This adverse impact of

high awareness decreases with increasing consumer age. Belief, knowledge and presence of an

ill family member outweigh socio-demographics as potential determinants.

Carrigan et al (2006) studied the role of convenience food within the food strategies of

contemporary UK families, and aims to elicit consumption meanings in the broader social

context of family relationships with food, their rituals, routines and conventions. The findings

revealed that convenience was having multiple meanings for UK women, and that convenience

food was incorporated into reinterpreted versions of homemade and “proper” meals. A hierarchy

of acceptable convenience food was presented by the mothers, who tackle complex and

conflicting family routines by introducing convenience solutions


54

Cowan (2006) examined the consumption of frozen ready meals by British consumers. Attitudes

were the best predictor of Preferenceal intention and an additional variable, habit, was included

in the study. This increased predictive power but reduced the influence of attitudes. For food

products, Preferenceal intentions were the best predictor of Preference for a model including

Preferenceal intentions, perceived Preferenceal control and habit. , value for money was the most

important of three beliefs investigated for each product for those who intended to co.nsume

ready meals.

Urala and Lahteenmaki (2007) reflected consumers’ reported willingness to use functional

foods. The aims of this study was to predict consumers’ willingness to use functional products.

Changes indicated that the basis of the attitudes towards functional foods is not stable. Men and

women did not differ in their attitudes towards functional foods. Minor differences between age

and education groups were practically non-existent. The best predictors for willingness to use

functional foods were the perceived reward and the necessity for such foods.. During the study,

the influence of the perceived necessity on the willingness to use functional foods became

weaker.

Carbonell and Costell (2008) studied the type of information (picture of real package or card

with beverage type and nutritional facts) and consumer attitudes (interest in eating healthily and

food neophobia) and affect on its hedonic ratings and purchase intention with respect to

refrigerated milk and soybean vanilla beverages. Information affected purchase intention to a

greater extent. Type of information influencing consumer Preference was also dependent on

some consumer attitudes, such as interest in eating healthily

Sun (2008) proposed the study that addressed how various health concerns might influence not

only consumers’ food choice motives but also consumers’ subsequent attitudes toward healthy


55

eating. The findings revealed that the consumers with greater health concerns would have

different food choice motives and better attitudes toward healthy eating.

Michael et al (2008) studied the factors that influence willingness to buy foods. Data were

collected from a representative mail survey in Switzerland .Results suggest that. Health claims

were most positively evaluated when attached to a product with a positive health image. Results

further show that participants who have trust in the food industry are more likely to buy

functional foods compared with participants who do not Strong predictors were age, concern

about naturalness, nutrition knowledge, and cooking skills.

Botonak (2010) proposed that the increasing importance of convenience in consumer food

choices has attracted researchers’ interest. In the effort to understand how convenience affects

consumers’ food preferences, values are believed to play an important role.. The results reveal

that convenience food consumption and convenience orientation in the food domain are mainly

connected

Sorenson et al (2011) studied the effects of high pressure processing (HPP) on consumer

acceptance for chilled ready meals manufactured using a low-value beef cut. Data were also

collected on consumers' food consumption patterns, their attitudes towards food by means of the

reduced food-related lifestyle (FRL) instrument, and socio-demographics. The results indicated

that a pressure treatment of 200 MPa was acceptable to most consumers. K-means cluster

analysis identified 4 consumer groups with similar preferences, and the optimal pressure

treatments acceptable to specific consumer groups were identified for those firms that would

wish to target attitudinally differentiated consumer segments.

Although a lot of study has been done in the area of consumer Preference and adoption of

innovative and healthy food products but much research has not been carried out to study the


56

consumer attitude and adoption process of frozen food. This research is an have trust in the food

industry. Older consumers were more interested in functional foods than younger consumers.

Brunner et al (2010) reported that convenience is one of the big trends in the food business. The

demand for convenience food products is steadily increasing. Despite being vital properties of

convenience food, saving time and effort have not been very successful constructs for predicting

convenience food consumption.. The various convenience food products could be categorized

into four groups, which we labeled as highly processed food items, moderately processed food

items, single components, and salads. Fifteen drivers were found to have a significant impact

either on total convenience consumption or on one of the identified categories.

attempt to fill the gap.


57

Chapter-4


58

OBJECTIVES OF STUDY

1. To understand the major factors influencing consumer behavior.

2. To know and recognize the types of buying behavior decision behavior.

3. To understand how consumers make purchasing decision and respond to purchasing.

4. To study about the awareness of the consumer towards Verka milk plant.


59

Chapter-5


60

RESEARCH METHODOLOGY

Research Methodology is a way to systematically solve the research problem. When we

talk about research methodology we not only talk about research methods but also talk about the

logic behind the method we use in the context of our research that's why our research results are

capable of being evaluated either by the researcher himself or by others.

The purpose of this section is to describe the methodology carried out complete the work.

The methodology plays a dominant role in any research work. The effectiveness of any research

work depends upon the correctness and effectiveness of the research methodology.

RESEARCH DESIGN

A research design is an arrangement of conditions for collection & analysis of data in a

manner that aims to combine relevance to the research purpose with the economy in procedure. It

constitutes the blueprint for collection, measurement & analysis of data. I have used convenient,

analytical and descriptive method.

RESEARCH INSTRUMENTS

Questionnaire is most common research instrument in collecting primary data during

marketing research. A questionnaire consists of a set of questions presented to respondents.

Because of its flexibility, the questionnaire is by far the most common instrument used to collect

primary data.


61

SAMPLING TECHNIQUE

In order to take the sample for the study sample technique selected is Random sampling

technique.

SAMPLE SIZE

100 customers and 50 retailers of Ludhiana District.

DATA COLLECTION

Primary Data – It will be taken from the randomly selected people from the retailers,

customers.

Secondary Data – It will be taken from various books, journals, newspapers and various

Internet websites.


62

Chapter-5


63

2 DATA ANALYSIS (CONSUMER)

2.1. Do you often purchase Verka milk Beverages:-

Table 2.1

Buy Verka milk Beverages

Response No. Of respondents Percentage

Yes 100 100

No 0 0

Total 100 100

Graph 2.1

Above table shows that all the consumer often purchase Verka Beverages because it is very

reputes brand of beverages and it provide a better quality at a cheap price to its customers.

100%

0%

YesNo


64

Q 2.2. Which Brands of Beverages do preferred mostly :-

Table 2.2

Brands of Beverages preferred mostly

Options No. of respondents Percentage

Mother diary 6 6

Amul 24 24

Verka 70 70

Others 0 0

Total 100 100

Graph 4.2.2

Above table shows that more respondents prefer Verka beverages, another prefers amul and few

prefer mother diary, because Verka is mostly available in Punjab.

6%

24%

70%

0%

Mother diaryAmul Verka Others


65

Q 2.3. How frequently you used Verka Beverages:-

Table 4.2.3

Frequency of purchase Verka Beverages


Daily 50 50

Weekly 20 20

Twice in a week 22 22

Fortnightly 8 8

Total 100 100

Graph 4.2.3

Above table shows that mostly consumers use Verka beverages daily and some use twice in a

week and others weekly and fortnightly.

50%

20%22%

8%

0%

10%

20%

30%

40%

50%

60%

Daily

WeeklyTwice in a weekFortnightly


66

4.2.4.A Do you/your family consume Verka:-

Table 4.2.4.A

Consume Verka Beverages

Response No. of respondents Percentage

Yes 96 96

No 4 4

Total 100 100

Graph 4.2.4.A

Above table shows that mostly consumers purchase Verka beverages, Very few said they do not

purchase Verka beverages.

96%

4%

Yes No


67

4.2.4. B. If Yes, which Pack size you prefer mostly :-

Table 4.2.4.B.

Preferred Pack size


200ml 26 26

500ml 34 34

1litre 40 40

Total 100 100

Graph 4.2.4.B

Above table shows that more respondents prefer 1 litre pack size and others 500ml and few

prefer 200ml.

26%

34%

40%200ml500ml1litre


68

4.2 C If No then why:-

Table 4.2.C

Preferred Pack size


Quality Problem 0 0

Supply Problem 2 2

Price Problem 0 0

Others 2 2

Graph 4.2.C

Above table shows that very few said there is supply problem and other problems in Verka

beverages.

Percentage0%

2%

0%

2%

96%

Quality ProblemSupply ProblemPrice ProblemOthersTotal


69

4.2.5. Satisfaction level with Verka Beverages:-

Table 4.2.5.

Satisfaction level with Verka Beverages


Highly Satisfied 26 26

Satisfied 58 58

Quit Satisfied 16 16

Dissatisfied 0 0

Total 100 100

Graph 4.2.5

Above table shows that some respondents are highly satisfied, many are satisfied and others are

quit satisfied.

26%

58%

16% 0%

Highly Satisfied SatisfiedQuit SatisfiedDissatisfied


70

4.2.6. Are You retentive about Verka Beverages:-

Table 4.2.6

Customers retentive about Verka Beverages


Yes 96 96

No 4 4

Total 100 100

Graph 4.2.6

Above table indicates that more respondents are retentive about Verka beverages because of its

brand image and good quality.

96%

4%

Yes No


71

4.2.7. How do you get verka?

Table 4.2.7

Customers get Verka Beverages from


Retailer 72 72

M.F Store 20 20

From Other Sources 8 8

Total 100 100

Graph 4.2.7

Above table indicates that more retailers purchase Verka beverages from retailers, another from

manufacturing stores and few from other sources.

72%

20%

8%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Retailer M.F StoreFrom Other Sources


72

4.2.8. In which season do you prefer verka?

Table 4.2.8

Preferred Season for Verka Beverages


Summer 40 40

Winter 2 2

Spring 0 0

All seasons 58 58

Total 100 100

Graph 4.2.8

Above table indicates that mostly people prefer Verka beverages in summer and all seasons.

Very few said that they prefer Verka beverages in winter.

40%

2%

0%

58%

Summer Winter

Spring All seasons


73

4.2.9. Are you Satisfied With the availability of Verka beverages at the outlets or retailers?

Table 4.2.9.

Satisfaction with availability of Verka Beverages at the Outlets or retailers


Yes 96 96

No 4 4

Total 100 100

Graph 4.2.9

It is pertinent from above table that more people are satisfied with availability of Verka

beverages, Because Verka is almost easily available to customers.

96%

4%

Yes No


74

4.2.10. Are You with the quality of Beverages –

Table 4.2.10.

Satisfaction with quality of Beverages


Yes 96 96

No 4 4

Total 100 100

Graph 4.2.10

Above table shows that mostly people are satisfied with quality of Verka beverages, very few

said they are not satisfied with quality of Verka beverages.

96%

4%

Yes No


75

4.2.11. Which Feature of Verka beverages You like Most?

Table 4.2.11

Most liked feature in Verka Beverages-


Nutrients 22 22

Taste/flavor 52 52

Packing 6 6

Cost 4 4

Brand Image 16 16

Total 100 100

Graph 4.2.11

Above table shows mostly people liked Verka beverages because of taste and flavor and some

liked for nutrients. Very few like it for brand image, packing and cost.

22%

52%

6%4%

16%

0%

10%

20%

30%

40%

50%

60%

1

NutrientsTaste/flavorPackingCostBrand Image


76

4.2.12. How Much Rank (1 to 3 ) You Will Assign to different Attributes of Butter milk ?

Table 4.2.12

Preference 4 Different attributes of Verka Beverages-

Graph 4.2.12

Above table shows that respondents like Verka beverages because of Nutrition, taste and cost.

Availability and packing is good, but not excellent.

Nutrition Percentage Taste Percentage Cost percentage Packing Percentage Availability percentage

Excellent 26 26 50 50 12 12 4 4 14 14

Good 66 66 34 34 60 60 56 56 52 52

Averages 8 8 16 16 28 28 40 40 34 34

Total 100 100 100 100 100 100 100 100 100 100

Attributes of Verka Beverages

26%

50%

12%

4%

14%

66%

34%

60%56%

52%

8%

16%

28%

40%34%

0%

10%

20%

30%

40%

50%

60%

70%

Nutrition Taste Cost Packing Availability

ExcellentGood Averages


77

Chapter-6


78

FINDINGS OF THE STUDY

RETAILERS

1.All respondents always keep verka beverages and 90 percent respondents always keep Amul.

Only 10 percent Respondents keep Amul beverages rarely and 100percent respondents keep

mother diary rarely. 20 percent Respondents keep others rarely and 80percent Respondents keep

other occasionally.

2.Sale of Amul Beverages is 50 percent and Sale of Verka Beverages is also 50 percent and

there is no sale volume of mother diary and others.

3. 90 percent Respondents said that Verka match to their expectations.

4. 10 percent Respondents said there is supply problem in Verka Beverages, thus few

respondents are not satisfied with Verka beverages.

5. 90 percent Respondents get supply from wholesalers and 10 percent get supply from

Distributers. There is not regular delivery by the distributers, so they often get supply from

wholesalers.

6.90 percent Respondents said Verka Beverages fulfill the customer’s expectations and 10

percent said that Verka do not fulfill customer’s expectation.


79

7. All Customers are retentive about Verka Beverages. So all the customers are retentive about

Verka Beverages because of its good quality and its brand image

8. 90 percent of Respondents said that Customers interested to purchase Verka Beverages and

10 percent Respondents said Customers do not interested to purchase Verka Beverages.

9. 40 percent Respondents said that frequency of visit salesman is excellent, 40percent

Respondents said that frequency of visit salesman is good and 20percent said frequency of visit

salesman is average. 10percent Respondents said timely delivery is excellent, 50 percent said

good and 40 percent said average. 10 percent said Display support is excellent, 50percent said

good and 40percent said average.

10. 40 percent Customers purchase Verka Beverages because of price and 60 percent Customers

purchase Verka Beverages because of Quality.

11.. 70 percent in replacement. that 20 percent improvements can be in credit period, 10 percent

in Collection of payment. Thus some said credit period should be more and few said

improvement in collection of payment.

12..70 percent Respondents said packing is excellent, 30 percent said packing is good. 60

percent said advertisements excellent tool and 40 percent said advertisement is good. 10 percent


80

said Scheme is excellent, 10 percent said Scheme is good and 80 percent said 80 percent said

Scheme is average promotional tool.

13.Maximum demand of Verka Beverages by 20-30 age group and 30-40 age group, because

normally this age group often purchase goods for the family.

CUSTOMERS

1. All respondents purchase Verka Beverages.

2. 70 percent respondents prefer Verka, 24 percent respondents prefer amul and rest 6percent

prefer Mother diary.

3.Out of 100, 50 percent respondents purchase Verka Beverages daily, 20 percent respondents

purchase Verka Beverages weekly, 22 percent purchase twice in a week and 8percent purchase

fortnightly.

4.Out of 100 respondents 96 percent consume Verka Beverage and 4 percent do not consume

Verka Beverages

5..Out of 100 respondents 40 percent respondents prefer 200ml, 34 percent prefer 500 ml and

26percent prefer 1 littre.


81

6.Out of 100 respondents 2 percent Respondents said quality problem and 2 percent said price

problem.

7. Out of 100 respondents, 26 percent respondents highly satisfied with Verk Beverages,

58percent satisfied and 16 percent respondents are Quit satisfied.

8. Out of 100 respondents, 96 percent respondents are retentive about Verka Beverages and 4

percent respondents are not retentive about Verka Beverages.

9. Out of 100 respondents 72 percent respondents get Verka Beverages from respondents, 20

percent from manufacturing store and 8 percent get from other sources.

10 58 percent respondents prefer Verka Beverages in summer, 2 percent in winter and 40

percent in all seasons.

11. 96 percent respondents are satisfied with Availability of Verka Beverages at respondents and

outlets and rest 4percent are not satisfied.

12. 96 percent are satisfied with quality of Verka Baverages and rest 4 percent are not satisfied

Out of 100 respondents, 22 percent like Verka Beverages because of Nutrients, 52 percent

because of Taste, 6 percent because of packing, 4 percent because of cost and 16 percent like

because of Brand image.


82

13. 26 percent said Nutrition is excellent, 66 percent said good and 8percent said average. 50

percent said Taste is excellent, 34 percent said good and 16 percent said average. 12 percent said

cost is excellent, 60 percentsaid good and 28percent said cost is average. 4 percent said packing

is Excellent, 56 percent said good and 40 percent said packing is average. 14 percent said

Availability is excellent, 52 percent said average and 34 percent said Availability is Average.


83

Chapter-7


84

SUGGESTIONS

1. At some places it was found that demand is more but availability is not satisfactory so quick

and adequate supply must be ensured.

2. There should be replacement of products if that product is damaged by company’s own fault.

For instance passed expiry date or poor packaging.

3. Packing of Verka beverages should be improved like Cane can be used for packing of cold

coffee and milk which are earlier packed in bottle, It will attract the more customers.

4. Retailers have problems regarding schemes available. so company should provide some

schemes to retailers and customers.

5. Profit share of retailers should be increased, thus retailers will motivate and they will increase

the sale of Verka beverages.

6. Time based feedback must be taken by the company from the retailers as well as customers, so

that which problems are faced by the regarding Verka beverages.


85

LIMITATIONS OF THE STUDY –

1. In this industry, it is very difficult to find the exact figures as the consumption is very low.

2. There is not a particular trend followed in this industry to promote sales. Actions are taken

according to the situations and the situation changes very fast in this industry.

3. The number of shops is very large in number and it is very difficult to cover all of them.


86

Chapter-8


87

8. CONCLUSION

Beverages industry is very competitive industry and dominance of Verka makes it

tougher for other brands to establish in this field. So in order to compete in this market

everything should be perfect with main focus on distribution. The distribution must be proper

and retailers must be the main center of focus. They are the people who can make difference.

Verka beverages match with the expectations of customers and they are fully satisfied with the

quality and availability of Verka beverages. Customers purchase Verka beverages because of its

good quality and price. Mostly people consume Verka beverages daily. Customers are retentive

about Verka beverages because of its good taste and nutrition. Customers prefer Verka beverages

than another brands because its availability is good in Punjab. For promotion of sales there

should be more improvement in packing because it is good, not excellent and in scheme also.

Advertisement is good so no need to more stress on it. Thus we can say that Verka provide

healthy beverages to customers.


88

\


89

BIBLIOGRAPHY

Books:

Kothari, C.R., Research methodology, New Delhi, Vikas Publishing House Pvt. Ltd., 2004.

Web Sites:

www.google.com www.Verka beverages.com


90


91

CONSUMER SURVEY FORM

Name of Customer……………………………………………………………………….. Address ……………………………………………………………………….. Tel No. ………………………………………………………………….

(1) Do you often Purchase Milk Beverages? Yes ………………… No …………………

(2) Which Brand Of Beverages do you Prefer Mostly (Rank 1to 3) ? {1-Excellent , 2 – Good , 3 – Average}

Mother Dairy ……………… Amul ………………… Verka ………………… Others …………………

(3) How frequently you used Verka beverages?

Daily ………………. Twice in a Week ………………. Weekly ………………. Fortnightly ……………….

(4) (A) Do you /your Family Consume Verka?

Yes …………………. No ………………….

(B) If Yes Which pack Size You Prefer Mostly –

200 ml ………………… 500ml ……………….... 1 Litre ………………..

(C) If No then Why

(a) Quality Problem ……….. (b) Supply Problem ………… (c) Not Know/ Aware ………… (d) Price Problem ………… (e) Other …………


92

(5) Satifaction Level with Verka baverages- Highly satisfied ………………… satisfied ………………… Quit satisfied ………………… Dissatisfied …………………

(6) Are you retentive about Verka beverages ? Yes ………………… No …………………

(7) How do you get Verka ? Yes No

From Retailer .……… ………. From M. F Store ………. ……….. From Other Sources ……… ……….

(8) In Which Season do you Prefer Verka? Yes No

Summer ……….. ………… Winter ……….. ………… Spring ……….. ………… All Season ………... ………...

(9) Are you Satisfied With the availability of Verka beverages at the outlets or retailers? Yes ………. No ………

(10) Are You Satisfied With the Quality of Verka beverages ? Yes ……….. No ………..

(11) Which Feature of Verka beverages You like Most ? Nutrients ………… Taste/Flavour ………… Packaging ………… Cost ………… Brand Image ………...

(12) How Much Rank (1 to 3 ) You Will Assign to different Attributes of Butter milk ? {1-Excellent , 2 – Good , 3 – Average}

Verka Other Nutrition …………. ………… Taste ………… ………… Cost ………… ……….. Packaging ………… ………… Availability ………… ………..

(13) Any suggestion ………………………………………………………………


93

………………………………………………………………………………………..

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