V CUSTOMER SERVICE AND CONSUMER SATISFACTION...

CHAPTER - V

CUSTOMER SERVICE AND CONSUMER SATISFACTION

INTRODUCTION

This chapter presents customer perception about and satisfaction

with Milma products. A brief profile of respondents such as residential area,

qualification, employment, annual income, numbers of members in the family

etc., of consumers of Milma milk and milk products is presented first. Then

the first part of the third secondary objective, the customer service level of

MRCMPU to maximise the perceived value of the customer was evaluated. In

the next part of this chapter, the last part of the third secondary objective,

consumer satisfaction was evaluated and an attempt was made to ascertain

consumer satisfaction score. Finally, residential area, qualification,

employment, annual income, numbers of members in the family etc., of non

users of Milma milk, purchase of milk and milk products by the non users of

Milma milk and the general matters affecting the quality of milk and milk

products were examined.

GENERAL

In this study, about forty consumers of Milma milk and milk products

(35 households and five non households) each from three districts such as

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Kannur, Kozhikode and Malapuram districts were taken as samples. Out of the

one hundred and twenty consumers (households & non households), 59.0

percent of consumers belong to rural area living in Villages, 27.0 percent

belong to certain corporation area living in Corporation and 14.0 percent

belong to Municipality, a sort of suburban area (Appendix 5.1). About 39.0

percent of the consumers (households only) were post graduates, 26.0 percent

held S.S.L.C. and Plus Two, 25.0 percent graduates, 7.0 percent below

S.S.L.C. and the remaining 3.0 percent held technical qualification (Appendix

5.2). Out of one hundred and five respondents (households only), 55.0 percent

employees working in govt. and semi govt. departments, 15.0 percent doing

business, 6.0 percent working in private organisations, about 1.0 percent

professionals and the remaining 23.0 percent retired hands and un employed

(Appendix 5.3). About 42.0 percent of the consumers had an annual income

varying from Rs 50,000 to one lakh, 24.0 percent, above Rs. 2 lakhs, 15.0

percent, varying from Rs 1 lakh to Rs 1.5 lakhs, 13.0 percent of the

consumers, below Rs. 50, 000, and 6.0 percent, varying from Rs 1.5 lakh to Rs

2 lakhs (Appendix 5.4). About 44.0 percent of the consumers had two adults in

the family, 19.0 percent, had three adults in the family, 17.0 percent had four

adults in the family, 11.0 percent had five adults in a family, 4.0 percent had

six adults in the family, 3.0 percent had seven adults in the family, and 2.0

percent had one adult in a family. Similarly 34.0 percent had two children in

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the family, 25.0 percent had one child in the family and 33.0 percent of the

consumers had no child in the family (Appendix 5.5).

As the first part of the third sub objectives of this study is to evaluate

the customer service level of MRCMPU for maximising the perceived value

of the customer, the opinion of the consumers of Milma milk and milk

products under the following heads are evaluated. They are:-

1. Awareness of Milma milk and milk products.

2. Availability of Milma milk and milk products.

3. Purchase of Milma milk and milk products.

4. Loyalty of consumers of Milma milk and milk products.

AWARENESS OF MILMA MILK AND MILK PRODUCTS

About 45.0 percent of the consumers of Milma milk and milk products

were of the opinion that they were aware of the quality of Milma milk and

milk products by use and 24.0 percent of the consumers through advertisement

and through word of mouth, and 7.0 percent of the consumers through the

dealers. But in the case of brand awareness, 77.0 percent of the consumers of

Milma milk and milk products were of the opinion that they were aware of the

brand of Milma milk and milk products through advertisement, 9.0 percent of

the consumers through word of mouth, 7.5 percent of the consumers through

the dealers and the remaining 6.6 percent of the consumers by use. About 34.0

percent of the consumers of Milma milk and milk products were of the

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opinion that they were aware of the price of Milma milk and milk products

through the dealers, 28.0 percent of the consumers through advertisement and

by use, and 10.0 percent of the consumers through word of mouth (Table 5.1).

Table 5.1: Awareness of Milma Milk and Milk Products

Quality Awareness

Brand Awareness

Price Awareness

Through advertisement 29 24.2 92 76.7 34 28.3

Through word of mouth 29 24.2 11 9.2 12 10.0

Through the dealers 8 6.7 9 7.5 41 34.2

By use 54 44.9 8 6.6 33 27.5

Total 120 100.0 120 100.0 120 100.0

AVAILABILITY OF MILMA MILK

In the case of the availability of Milma milk, various varieties of Milma

milk such as Toned Milk, Milma Rich (STD), Milma Smart, and Homogenous

Toned Milk were considered. Out of ninety consumers of Toned Milk, about

93.3 percent of the consumers of Milma milk were of the opinion that Toned

Milk was always available in summer, 96.7 percent of the consumers of

Milma milk were of the opinion that Toned Milk was always available in

monsoon and winter. It showed that there was the possibility of shortage of

Toned Milk in summer season. Similarly out of twenty three consumers of

Milma Rich, 95.7 percent of the consumers of Milma milk were of the opinion

that Milma Rich was always available in all seasons. But cent percent of the

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consumers of Milma Smart and Homogenous Toned Milk were of the opinion

that Milma Smart and Homogenous Toned Milk were always available in all

seasons (Table 5.2). Availability of Milma Rich, Milma Smart and

Homogenous Toned Milk in all season was the marketing strength of

MRCMPU.

Table 5.2: Availability of Milk

Varieties of milkSummer Monsoon Winter

Nos. % Nos. % Nos. %

Toned Milk 84 93.3 87 96.7 87 96.7

Milma Rich 22 95.7 22 95.7 22 95.7

Milma Smart 4 100.0 4 100.0 4 100.0

H. Toned Milk 3 100.0 3 100.0 3 100.0

AVAILABILITY OF MILMA MILK PRODUCTS

In the case of Milma milk products, various varieties of milk products

such as ghee, curd, sambharam, and ice cream were considered. Out of the

sixty consumers of Milma ghee, about 90.0 percent of the consumers in

summer, 88.3 percent of the consumers in monsoon and 86.7 percent of the

consumers in winter were of the opinion that ghee was always available. Out

of sixty five consumers of Milma curd, 89.2 percent of the consumers in

summer, 93.8 percent of the consumers in monsoon and 87.7 percent of the

consumers in winter were of the opinion that curd was always available. It

showed that there was the possibility of shortage of curd in summer. Similarly,

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out of sixteen consumers of Milma sambharam, about 81.3 percent of the

consumers in summer; 75.0 percent of the consumers in monsoon and 68.8

percent of the consumers in winter were of the opinion that sambharam was

always available. It again showed that there was the possibility of shortage of

sambharam in summer. In the case of ice cream, cent percent of the consumers

were of the opinion that ice cream was always available in summer and winter.

But 90.0 percent of the consumers were of the opinion that ice cream was

available in monsoon (Table 5.3). As majority of the consumers were of the

opinion that Milma milk products were available in all seasons, MRCMPU

had marketing strength.

Table 5.3: Availability of Milk Products

Varieties of Milk Products

Summer Monsoon Winter


Ghee 54 90.0 53 88.3 52 86.7

Curd 58 89.2 61 93.8 57 87.7

Sambharam 13 81.3 12 75.0 11 68.8

Ice cream 10 100.0 9 90.0 10 100.0

Milk on Special Occasions

As per Table 5.4, about 55.8 percent of the consumers were of the

opinion that they purchase Milma milk on special occasions like marriage etc.

About one fourth of consumers prefer other private firms, 12.0 percent of the

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consumers purchase milk from traditional societies and 7.5 percent of the

consumers purchase milk from nearby house.

Table 5.4: Purchase of Milk on Special Occasions

Nos. Percentage

Traditional societies 14 11.7

Other private firms 29 24.2

Other co-operative dairies 1 0.8

Milma 67 55.8

Nearby house 9 7.5

Total 120 100.0

Waiting Time for Milma Milk

As per Table 5.5, about 29.2 percent of the consumers were of the

opinion that they had to wait for supplies of Milma to come. Moreover 23.4

percent of the consumers were ready to wait upto fifteen minutes if Milma did

not arrive in time. Not less than 25.0 percent of the consumers were ready to

wait for a period of fifteen to thirty minutes, and 29.7 percent of the

consumers were ready to wait for thirty to sixty minutes. About 8.0 percent h

of the consumers were ready to wait for one to two hours and two to four

hours. About 6.0 percent of the consumers were ready to wait for more than

four hours if Milma does not arrive in time (Table 5.6). It meant that Milma

would lose about one fourth of its consumers within fifteen minutes of

delivery time, again one fourth of its consumers within the next fifteen

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minutes, and one fourth of its consumers in the next thirty minutes. It showed

that Milma would lose more than 78.0 percent of its customers if Milma did

not arrive in time.

Table 5.5: Waiting Time for Milk for Supplies to Come

Nos. Percentage

Yes 35 29.2

No 85 70.8

Total 120 100.0

Table 5.6: Waiting Time to go for Competing Brand

Nos. Percentage

<15 minutes 15 23.4

15-30 minutes 16 25.0

30-60 minutes 19 29.7

1- 2 hours 5 7.8

2 - 4 hours 5 7.8

> 4 hours 4 6.3

Total 64 100.0

PURCHASE OF MILMA MILK

About 75.0 percent of the consumers of Milma milk bought Toned

Milk. 19.2 percent bought Milma Rich and the remaining 5.8 percent bought

Milma Smart and Homogenous Toned Milk. On an average one litre of Toned

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Milk was purchased daily per respondent, whereas the average quantity of 2.2

litres of Milma Rich was purchased daily per respondent. The average quantity

of the purchase of Milma Smart and Homogenous Toned Milk was more or

less one-half litre. The Maximum quantity of Toned Milk Purchased at a time

by the household was 1.5 litres whereas the maximum quantity of Toned Milk

purchased at a time by a non household was 25 litres. The maximum quantity

of Milma Rich purchased at a time by the household was 1.0 litre; whereas the

maximum quantity of Milma Rich purchased at a time by the non household

was 50.0 litres. The maximum quantity of Milma Smart purchased at a time by

a household was 1.0 litre, whereas the maximum quantity of Milma Smart

purchased at a time by a non household was 2.5 litres. The maximum quantity

of Homogenous Toned Milk purchased at a time by a household was 1.5 litres,

whereas the maximum quantity of Homogenous Toned Milk purchased at a

time by a non household was 1.0 litre (Table 5.7).

Table 5.7: Purchase of Milma Milk per Day per Consumer (Households & Non Households)

Variety of milk Nos. %Avg. qty daily in litres)

Maximum qty of Purchase at a time(daily in litres)

Households Non-households

Toned Milk 90 75.0 1.0 1.5 25.0

Milma Rich (STD) 23 19.2 2.2 1.0 50.0

Milma Smart 4 3.3 0 .04 1.0 2.5

Homogenous Toned Milk 3 2.5 0.05 1.5 1.0

Total 120 100.0 - - -

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As per Table 5.8, the average quantity of milk purchased per head was

229 ml (240.5 gms).

Table 5.8: Average Quantity of Milk Purchase per Head

Total adults 331

Total children 123

Grant Total 454

Total quantity of milk purchased 104.0 litres (109 kgs.)

Average quantity of milk purchased per head 229 ml (240.5 gms.)

PURCHASE OF MILMA MILK PRODUCTS

About 81.6 percent of the consumers of Milma milk products made

monthly purchase of ghee. But 55.4 percent of the consumers of Milma milk

products made weekly purchase of curd. Next to curd, 43.8 percent of the

consumers of Milma milk products bought sambharam daily, 50.0 percent of

the consumers of Milma milk products made weekly purchase of ice cream.

But in the case of peda 40.0 percent of the consumers of Milma milk products

made weekly and fortnightly purchases of peda (Table 5.9).

Table 5.9: Average Purchase of Milma Milk Products

Items

Daily Weekly Fortnightly Monthly Total

Nos. % Nos. % Nos. % Nos. % Nos. %

Ghee 1 1.7 6 10.0 4 6.7 49 81.6 60 100.0

Curd 19 29.2 36 55.4 6 9.2 4 6.2 65 100.0

Sambharam 7 43.8 2 12.5 4 25.0 3 18.7 16 100.0

Ice cream 0 0.0 5 50.0 3 30.0 2 20.0 10 100.0

Peda 1 10.0 4 40.0 4 40.0 1 10.0 10 100.0

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As per Table 5.10 purchase of ghee by household consumers was high

in Malapuram district. On an average, 826 gms. of ghee was purchased per

household per month. In Kozhikode district, the average purchase of ghee was

624 gms. and in Kannur district the average purchase of ghee was 400 gms.

per month. With regard to purchase of curd, Malapuram district also ranked

first. On an average, 2.88 litres of curd were purchased per household per

week. In Kozhikode district, the average purchase of curd was 2.850 litres and

in Kannur district, the average purchase of curd was 1.530 litres per week.

But, in the case of purchase of sambharam, Kannur district ranked first. On an

average, 300 ml of sambharam was purchased per household per day. In

Kozhikode district the average purchase of sambharam was 289 ml and in

Malapuram district, the average purchase of sambharam was 133.3 ml per day.

In the case of ice cream Kozhikode district ranked first. On an average, 14.4

cups of ice cream was purchased per household per month. In Malapuram

district, the average purchase of ice cream was 8 cups per month. In the case

of purchase of peda, Malapuram district ranked first. On an average, about

54.2 pieces of peda were purchased per household per month. In Kozhikode

district, the average purchase of peda was 47 in numbers per household in a

month. In Kannur no household consumer purchased ice cream and peda. In

short, household consumers of Malapuram district purchased ghee, curd and

peda in large quantities than in the other two districts.

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Table 5.10: Purchase of Milk Products per Household Consumer of Milma – Districtwise

Districts & Items Nos. Total Qty Per Household

Kannur

Ghee (Monthly) 12 4.8 kgs. 400 gms.

Curd (Weekly) 17 26 litres 1.53 litres

Sambharam (Daily) 4 6 pkts. 300 ml

Ice cream (Monthly) 0 0 0

Peda (Monthly) 2 0 0

Kozhikode


Curd (Weekly) 20 57 litres 2.85 litres

Sambharam (Daily) 9 13 pkts. 289 ml

Ice cream (Monthly) 9 130 cups 14.4 cups

Peda (Monthly) 6 280 pieces 47 pieces

Malapuram

Ghee (Monthly) 23 19 Kg 826 gms

Curd (Weekly) 21 60.5 litres 2.88 litres

Sambharam(Daily) 3 2 pkts. 133.3 ml

Ice cream (Monthly) 1 8 cups 8 cups

Peda (Monthly) 1 208 pieces 208 pieces

Total


Curd (Weekly) 58 143.5 litres 2.47 litres

Sambharam (Daily) 16 21 packets 1.3 packets

Ice cream (Monthly) 10 138 cups 13.8 cups

Peda (Monthly) 9 488 pieces 54.2 pieces

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On the basis of opinion of consumers, various varieties of Milma milk

and milk products can be ranked. Out of the 120 consumers, 75.0 percent of

the consumers purchased Toned Milk. About 54.2 percent purchased curd.

50.0 percent purchased ghee. 19.2 percent and 13.3 percent of the consumers

purchased Milma Rich and sambharam respectively. On an average, 8.3

percent of the consumers purchased peda and ice cream. About 3.3 percent

and 2.5 percent of consumers purchased Milma Smart and Homogenous

Toned Milk respectively (Table 5.11).

Table 5.11: Purchase of Milma Milk and Milk Products

Items Nos. Percentage

Toned Milk 90 75.0

Curd 65 54.2

Ghee 60 50.0

Milma Rich (STD) 23 19.2

Sambharam 16 13.3

Peda 10 8.3

Ice cream 10 8.3

Milma Smart 4 3.3

Homogenous Toned Milk 3 2.5

Purchase of Fresh Milk other than Milma Milk

About 32.5 percent 20.0 percent and 24.0 percent of the consumers of

Milma milk in Kannur, Kozhikode and Malapuram districts respectively were

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of the opinion that other than Milma, fresh milk was available during the

normal business hours. On an aggregate it was 22.5. But 40.0 percent, 50.0

percent and 60.0 percent of the consumers of Milma milk in Kannur,

Kozhikode, and Malapuram districts respectively were of the opinion that

fresh milk other than Milma was not available during normal business hours.

On an aggregate, it was 50.0 percent. Finally, 27.5 percent, 30.0 percent and

15.0 percent of the consumers of Milma milk in Kannur, Kozhikode, and

Malapuram districts were of the opinion that they had not tried to get fresh

milk other than Milma during normal business hours. On an aggregate, it was

27.5 percent (Table 5.12). It means that the majority of the consumers of

Milma milk had no alternative source of milk other than Milma.

Table 5.12: Availability of Fresh Milk other than Milma Milk

DistrictsYes No Had not tried Total

Nos. % Nos. % Nos. % Nos. %

Kannur 13 32.5 16 40.0 11 27.5 40 100.0

Kozhikode 8 20.0 20 50.0 12 30.0 40 100.0

Malapuram 6 15.0 24 60.0 10 15.0 40 100.0

Total 27 22.5 60 50.0 33 27.5 120 100.0

Purchase of the Same Grade of Milk at a Lower Price other than Milma Milk

More over 85.0 percent, 90.0 percent, and 92.5 percent of the

consumers of Milma milk in Kannur, Kozhikode and Malapuram districts

respectively were of the opinion that the same grade of milk at lower price was

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not available other than Milma milk. On an aggregate, it was 89.2 percent

(Table 5.13). It also supported that the majority of the consumers of Milma

milk had no alternative source of milk at lower price other than Milma.

Table 5.13: Availability of Same Grade of Milk at a lower price other than Milma Milk

DistrictsYes No Had not tried Total


Kannur 6 15.0 34 85.0 0 0.0 40 100.0

Kozhikode 1 2.5 36 90.0 3 7.5 40 100.0

Malapuram 3 7.5 37 92.5 0 0.0 40 100.0

Total 10 8.3 107 89.2 3 2.5 120 100.0

Purchase of Enough Quantity Milk

About 77.5 percent, of the consumers of Milma milk in Kannur district,

and 85.0 percent of the consumers of Milma milk in Kozhikode and

Malapuram districts were of the opinion that they purchased enough quantity

of milk for domestic use. On an average, 82.5 percent of the consumers of

Milma milk purchased enough quantity of milk for domestic use. It means

majority of the consumers of Milma milk purchased enough quantity of milk

for their domestic use (Table 5.14).

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Table 5.14: Purchase of Enough Quantity of Milk for Domestic Use

DistrictsYes No Total


Kannur 31 77.5 9 22.5 40 100.0

Kozhikode 34 85.0 6 15.0 40 100.0

Malapuram 34 85.0 6 15.0 40 100.0

Total 99 82.5 21 17.5 120 100.0

Purchase of Enough Quantity of Milk Products

About 67.5 percent, 77.5 percent, 62.5 percent of the consumers of

Milma milk products in Kannur, Kozhikode, and Malapuram districts were of

the opinion that they purchased enough quantity of milk products for domestic

use. On an aggregate, 69.2 percent of the consumers of Milma milk products

purchased enough quantity of milk products for domestic use (Table 5.15).

Table 5.15: Purchase of Enough Quantity of Milk Products for Domestic Use



Kannur 27 67.5 13 32.5 40 100.0

Kozhikode 31 77.5 9 22.5 40 100.0

Malapuram 25 62.5 15 38.5 40 100.0

Total 83 69.2 37 30.8 120 100.0

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Purchase of Milk Substitutes

About 52.5 percent, of the consumers of Milma milk in Kannur district,

and 38.5 percent of the consumers of Milma milk in Kozhikode and

Malapuram districts purchased milk substitute for domestic use. On an

aggregate, 42.5 percent of the consumers of Milma milk purchased milk

substitute for domestic use (Table 5.16).

Table 5.16: Purchase of Milk Substitute – Districtwise



Kannur 21 52.5 19 47.5 40 100.0

Kozhikode 15 38.5 25 61.5 40 100.0

Malapuram 15 38.5 25 61.5 40 100.0

Total 51 42.5 69 57.5 120 100.0

Out of this, 95.2 percent of the respondents in Kannur district used milk

powder and the remaining 4.8 percent used condensed milk. Similarly 73.3

percent in Kozhikode district used milk powder and the remaining 26.7

percent used condensed milk. In Malapuram district, about 86.7 used milk

powder and the remaining 13.3 percent used condensed milk. On an aggregate,

86.3 percent of the consumers of Milma milk used milk powder and the

remaining 13.7 percent used condensed milk (Table 5.17).

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Table 5.17: Variety of Milk Substitutes Used – Districtwise

DistrictsMilk powder Condensed milk Others Total


Kannur 20 95.2 1 4.8 0 0.0 21 100.0

Kozhikode 11 73.3 4 26.7 0 0.0 15 100.0

Malapuram 13 86.7 2 13.3 0 0.0 15 100.0

Total 44 86.3 7 13.7 0 0.0 51 100.0

Moreover, nine respondents in Kannur district, one in Kozhikode

district, two in Malapuram district, and on an aggregate, twelve respondents

purchased about 200 gms. of milk powder every month. Seven consumers in

Kannur district, four in Kozhikode district, three in Malapuram district, and on

an aggregate, fourteen respondents purchased about 500 gms. of milk powder

every month. About four respondents in Kannur district, five in Kozhikode

district, four in Malapuram district, and on an aggregate, thirteen respondents

purchased about one kgs. of milk powder every month. No respondent in

Kannur district, one respondent in Kozhikode district, two respondents in

Malapuram district, and on an aggregate, three respondents purchased about

1.5 kgs. of milk powder every month. Two respondents in Malapuram district

purchased 2 kgs. of milk powder every month (Table 5.18).

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Table 5.18: Purchase of Milk Powder (in Qty - kgs.) - Districtwise

Kannur Kozhikode Malapuram Total

Nos. Total qty. Nos. Total qty. Nos. Total qty Nos. Total qty.

200 gms. 9 1.8 1 0.2 2 0.4 12 2.4

500 gms. 7 3.5 4 2.0 3 1.5 14 7.0

1 K.gms. 4 4.0 5 5.0 4 4.0 13 13.0

1.5 K.gms. 0 0.0 1 1.5 2 3.0 3 4.5

2 K.gms. 0 0.0 0 0.0 2 4.0 2 4.0

Total 20 9.3 11 8.7 13 12.9 44 30.9

Purchase of Milk from other Firms

As per Table 5.19, no respondents in Kannur and Kozhikode districts

purchased milk from other firms. But 5.0 percent in Malapuram district used

milk of other firms. On an average, 1.7 percent of the respondents used milk

of other firms.

Table 5.19: Purchase of Milk from Other Firms- Districtwise



Kannur 0 0.0 40 100.0 40 100.0

Kozhikode 0 0.0 40 100.0 40 100.0

Malapuram 2 5.0 38 95.0 40 100.0

Total 2 1.7 118 98.3 120 100.0

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According to the opinion of consumers of Milma milk, the main

reasons for not using the milk of other firms were poor quality and unreliable

source. In the case of other reasons for not using the milk of other firms,

respondents were of the opinion that they did not require the milk of other

firms and the non availability of other firms milk in their locality (Table 5.20).

Table 5.20: Reasons for Non Purchase of other Firms Milk- Districtwise



High price 0 0.0 2 6.5 2 7.1 4 4.3

Unreliable source 7 20.6 8 25.8 4 14.3 19 20.4

Poor quality 11 32.4 11 35.4 8 28.6 30 32.3

Poor brand image 2 5.8 2 6.5 2 7.1 6 6.5

Others 14 41.2 8 25.8 12 42.9 34 36.5

Total 34 100.0 31 100.0 28 100.0 93 100.0

Moreover, the respondents purchased 0.5 to 1 litre of milk from other

firms in Malapuram district (Table 5.21). In Malapuram consumers of Milma

milk used the milk of Amrut and S. K. It can be concluded that the consumers

of Milma milk solely depended on the Milma milk.

Table 5.21: Purchase of other Firms Milk (Quantity) - Districtwise

Districts Quantity (in litres)

Kannur 0.0

Kozhikode 0.0

Malapuram 0.5 to 1

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Purchase of Milk Products from other Firms

As far as milk products were concerned, consumers generally used ice

cream and peda irrespective of any particular brand. Consumers of Milma

milk products used ice cream and peda of Milma and other agencies such as

Amul, Britannia, and Nestle etc. For this study other milk products such as

ghee, curd and sambharam of other firms were considered. As per Table 5.22,

no respondents in Kannur district, 10.0 percent in Kozhikode district and 2.5

percent in Malapuram district used milk products of other firms. On an

average, 4.1 percent of the respondents used milk products of other firms. One

of the interesting factors was that consumers of Milma do not use ghee, curd

and sambharam of other firms but they use butter, cheese and milk powder of

Britannia, Amul and Nestle. In the opinion of consumers of Milma milk

products, the main reasons for not using the milk products of other firms were

poor quality, unreliable source, and poor brand image. Non requirement of

milk products of other firms and non availability of other firms milk products

in their locality were the other reasons (Table 5.23).

Table 5.22: Purchase of Milk products from other Firms - Districtwise



Kannur 0 0.0 40 100.0 40 100.0

Kozhikode 4 10.0 36 90.0 40 100.0

Malapuram 1 2.5 39 97.5 40 100.0

Total 5 4.1 115 95.9 120 100.0

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Table 5.23: Reasons for non Purchase of Milk Products

from other Firms - Districtwise



High price 0 0.0 3 12.0 2 5.9 5 5.2

Unreliable source 6 15.8 5 20.0 1 2.9 12 12.4

Poor quality 8 21.1 4 16.0 5 14.7 17 17.5

Poor brand image 5 13.1 3 12.0 2 5.9 10 10.3

Others 19 50.0 10 40.0 24 70.6 53 54.6

Total 38 100.0 25 100.0 34 100.0 97 100.0

Ranking of Various Factors Influencing Purchase of Milk

Various factors influence the consumers of milk while buying a

particular variety of milk. These factors were easy availability of milk, door

delivery of milk, competitive price of milk, hygiene factor of milk, shelf life of

milk, flavour of milk, brand image, lack of alternative source of milk, suitable

packing of milk, and reliable service of Milma. The respondents were asked to

distribute to these factors. On the basis of the points distributed by the

respondents, mean points obtained for each factors were given in Appendix 6.

In Kannur district, easy availability of milk scored an average score of

51.5, in Kozhikode, it was 28.8, in Malapuram mean score was 37.4, and on

an average(for three districts) it was 39.2. It ranked first in all the three

districts. It meant majority of the consumers of Milma milk prefer easy

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availability of milk. Generally, Milma was focusing tactically on the quality of

milk and milk products. In all the three districts, hygiene factor ranked second,

and on an average, it also ranked second. It supported that tactics on hygiene

factor was adaptable. Next to hygiene factor, price was another important

factor. In Kannur, competitive price ranked fourth position, whereas in

Kozhikode and Malapuram districts, it ranked sixth position, and on an

average, price of milk ranked fifth position. It meant price of Milma milk was

not competitive. One of the strengths of Milma was its brand image. Hence

brand image was evaluated next. In Kannur district, it scored 8.5 and ranked

third, in Kozhikode it scored 8.5 but ranked fourth, In Malapuram; it scored

9.3 but ranked fifth. On an average, it scored 8.8 for all three districts and

ranked fourth position.

In the case of reliable service of Milma, Kannur, Kozhikode and

Malapuram districts scored 3.6, 6.8 and 9.6 respectively. On an average, it

scored 6.7. It ranked sixth in Kannur district, fifth position in Kozhikode

district, and fourth position in Malapuram district. On an average, its position

was sixth. In the case of suitability of packing of Milma milk, Kannur,

Kozhikode and Malapuram districts scored 3.5, 4.5 and 2.3 respectively. On

an average, it scored 3.4. It ranked seventh position in all districts. In the case

of keeping (shelf) life of Milma milk, Kannur, Kozhikode and Malapuram

districts scored 1.3, 2.1, and 1.7 respectively. On an average, it scored 1.7. It

ranked eight position in Kannur and Malapuram districts, and ninth position in

257

Kozhikode district. On an average, its position was ninth. It meant Milma milk

couldn’t be kept for long hours.

In the case of pleasant flavour of Milma milk, Kannur, Kozhikode and

Malapuram districts scored 0.1, 2.4, and 0.7 respectively. On an average, it

scored 1.1. It ranked last position in Kannur and Malapuram districts, and

eighth position in Kozhikode district. On an average, its position was last. In

the case of door delivery of milk, Kannur, Kozhikode and Malapuram districts

scored 0.9, 19.6, and 11.0 respectively. On an average, it scored 10.5. In

Kannur it ranked ninth position, in Kozhikode and Malapuram districts it

ranked third. On an average its position was third. It meant that the door

delivery of Milma milk was very poor in Kannur district, whereas it was

efficient in Kozhikode and Malapuram districts.

In the case of lack of alternative source, Kannur, Kozhikode and

Malapuram districts scored 4.9, 1.3, and 1.6 respectively. On an average, it

scored 2.6. In Kannur, it ranked fifth position, in Kozhikode it ranked last

position and in Malapuram district it ranked ninth. On an average, it ranked

eighth position. It meant consumers of Milma milk in Kozhikode and

Malapuram district had alternative source to get milk than in Kannur district.

It again supported competition from other firms in Kozhikode and Malapuram

districts (Appendix 5.6).

258

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FactorsInfluencing Purchase of Milk

Figure 5.1: Ranking of Consumers Preference as Regards Various Factors Influencing Purchase of Milk - Districtwise

Kannur

Kozhikode

Malapuram

259

It was interesting to know the ranking of various factors of milk by

household consumers and non households. As per table 5.24 both the

households and non households ranked the factor easy availability of milk as

first. Again, both of them ranked hygiene and door delivery of milk as second

and third. In the case of competitive price, it got very little score from the part

of non households.

But in the case of brand image, it got more score from the part of non

households. It meant non households got milk at competitive price from other

sources but they preferred Milma milk due to its brand reputation. In the case

of keeping (shelf) life of milk, no score was obtained from the part of non

households. It meant that non households were not of an opinion that Milma

milk could be kept for long hours. In the case of pleasant flavour, it got score

more or less from the part of households and non households. In the case of

lack of alternative sources, very little score was obtained from the part of non

households. It again supported that non households had alternative source to

get milk. But in the cases of packing of Milma milk and reliable service of

Milma, very little score were obtained from the part of non households. It

meant that leakage of milk was high in the case of non households as they

take large quantities of milk and they faced shortage of Milma milk too.

260

Table 5.24: Factors Influencing Purchase of Milk

(Households & Non Households)

FactorsMean Score

Households Non households

Easy availability 38.1 47.0

Hygiene factor 19.9 18.7

Door delivery 10.6 10.0

Brand image 7.5 17.3

Competitive price 7.4 1.3

Reliable service of Milma 7.3 2.0

Keeping (shelf) life 1.9 0.0

Pleasant flavour 1.0 1.7

Lack of alternative source 2.9 0.3

Suitable packing 3.9 0.3

Ranking of Various Factors Influencing Purchase of Milk Products

Like milk, consumers of Milma milk products were asked to distribute

100 points over various factors of milk products such as ghee, curd,

sambharam, ice-cream and peda. Various factors already considered in the

case of milk were also given for Distribution. In the case of ghee, easy

availability scored mean point 11.2 and ranked first. Next to easy availability,

hygiene factor ranked second and competitive price and brand image ranked

third and fourth respectively. Reliable service of Milma and suitable packing

261

ranked fifth and sixth positions with slight variation in mean points. Pleasant

flavour and shelf life ranked seventh and eighth positions whereas lack of

alternative source and door delivery got the last position (Appendix 5.7).In

the case of curd, easy availability and hygiene factor ranked first and second

but lack of alternative source and brand image ranked third and fourth

positions. Reliable service of Milma ranked fifth. The interesting factor was

that competitive price scored 1.9 and ranked sixth. It meant that the price of

curd was not competitive as dealers of Milma were of the same opinion that

curd price of Milma was higher than that of other firms. Suitable packing

scored 1.8 and ranked seventh. Pleasant flavour and door delivery ranked

eighth and ninth positions respectively and shelf life got the last rank

(Appendix 5.7). It meant that curd could not be kept for long hours.

Like milk, various factors of curd ranked by households and non

households can be evaluated. As per Table 5.25, both households and non

households gave first rank to easy availability as a factor influencing purchase

of curd. As competitive price scored points in non households, they were not

satisfied with the price of curd. It again supported that they could get curd at a

price less than that of Milma from other firms. In the case of hygiene, there

was considerable variation in the mean score obtained on the basis of the

opinion of households and non households. As shelf life and suitable packing

scored no points, non households were dissatisfied in the quality of curd and

its packing. Brand image scored high points and lack of alternative source

262

scored no point in the case of non households. It meant that non households

use Milma curd only on the basis of the reputation of Milma. Reliable service

of Milma scored more or less equal points in the case of households and non

households.

Table 5.25: Factors Influencing Purchase of Curd

(Households & Non Households)

FactorsMean Scores

Households Non households

Easy availability 16.3 16.7

Hygiene factor 12.4 1.3

Lack of alternative source 4.4 0.0

Brand image 2.8 10.0

Reliable service of Milma 2.4 2.7

Competitive price 2.1 0.0

Suitable packing 2.1 0.0

Pleasant flavour 1.6 0.0

Keeping (shelf) life 1.4 0.0

Door delivery 1.1 2.7

In the case of sambharam, easy availability, hygiene factor and

competitive price ranked first, second and third respectively. Pleasant flavour

and brand image got fourth and fifth ranks. Brand image ranked sixth, while

suitable packing, reliable service of Milma and door delivery got more or less

263

equal points. Shelf life got no points and ranked last (Appendix 5.7). In the

case of ice cream, pleasant flavour, competitive price, and hygiene factor

ranked first, second and third positions respectively, but easy availability,

reliable service of Milma and brand image got fourth, fifth and sixth ranks.

While suitable packing, shelf life and door delivery got seventh, eighth and

ninth ranks. Lack of alternative source got no points and ranked last

(Appendix 5.7). In the case of peda, pleasant flavour, easy availability, and

hygiene factor ranked first, second and third positions respectively. But

reliable service of Milma, competitive price and brand image got fourth, fifth

and sixth ranks. While, shelf life, lack of alternative source and suitable

packing got seventh, eighth and ninth ranks. Door delivery got no points and

ranked last (Appendix 5.7).

LOYALTY OF CONSUMERS OF MILMA MILK

As per Table 5.26, about 82.5 percent of the consumers of Milma milk

(for the last five yeas) were the regular consumers of Milma milk, and it

increased to 90.0 percent. Moreover 14.2 percent of the consumers (for the

last five yeas) were the occasional consumers of Milma milk, which

decreased to 10.0 percent. It meant 4.2 percent of consumers (occasional) of

Milma milk became regular consumers of Milma milk. Again 3.3 percent of

the consumers of Milma milk (for the last five years) who were non users of

Milma milk became regular consumer of Milma milk. The existing rate of

regular and occasional consumers of Milma milk will be maintained in future.

264

Hence it could be concluded that MRCMPU can keep the existing market

share of milk in the future.

Table 5.26 Loyalty of Consumers of Milma Milk

Opinion Nos. Percentage

I was a regular consumer of milk of Milma 99 82.5

I was an occasional consumer of milk of Milma 17 14.2

I was a non user of milk of Milma 4 3.3

Total 120 100.0

I am a regular consumer of milk of Milma 108 90.0

I am an occasional consumer of milk of Milma 12 10.0

Total 120 100.0

I will be a regular consumer of milk of Milma 108 90.0

I will be an occasional consumer of milk of Milma 12 10.0

Total 120 100.0

Similarly, 59.2 percent of the consumers of Milma milk products (for

the last five years) were regular consumers of Milma milk products, and this

had increased to 60.8 percent. But 23.3 percent of the consumers of Milma

milk products (for the last five years) were occasional consumers of Milma

milk products, and this had increased to 39.2 percent (Table 5.27). Non user

of Milma milk products (for the last five years) became either regular or

occasional consumers of Milma milk products. The existing rate of regular

265

consumers of Milma milk products was most likely to increase in future.

Hence it could be concluded that MRCMPU could hike up the existing milk

products sales in future.

Table 5.27: Loyalty of Consumers of Milma Milk Products

Opinion Nos. Percentage

I was a regular consumer of milk products of Milma 71 59.2

I was an occasional consumer of milk products of Milma 28 23.3

I was a non user of milk products of Milma 21 17.5

Total 120 100.0

I am a regular consumer of milk products of Milma 73 60.8

I am an occasional consumer of milk products of Milma 47 39.2

Total 120 100.0

I will be a regular consumer of milk products of Milma 75 62.5

I will be an occasional consumer of milk products of Milma 35 37.5

Total 120 100.0

CONSUMER SATISFACTION SCORE

The second part of the third objective was to evaluate the consumer

satisfaction score, “Cornell” technique mentioned earlier was also used to

measure consumer satisfaction score. For this, 1. Availability of Milma milk

and milk products. 2. Price of Milma milk and milk products. 3. Quality of

Milma milk and milk products. 4. Packing of Milma milk and milk products

and 5.Response of Milma to changing needs were taken into account.

266

Availability of Milma Milk

As per Table 5.28, about eighty five consumers of Toned Milk (out of

ninety) i.e., 94.4 percent in summer came under average satisfaction, but in

monsoon and winter, eighty seven consumers of Toned Milk i.e., 96.7 percent

came under average satisfaction. Similarly, in summer, monsoon and winter

twenty two consumers of Milma Rich (out of twenty three) i.e., 95.7 percent

came under average satisfaction. But in the case of Milma Smart four

consumers (out of four) i.e. cent percent came under average satisfaction in all

seasons. In the case of Homogenous Toned Milk three consumers of (out of

three) i.e., cent percent came under average satisfaction in all seasons. Hence

MRCMPU was in a position of competitive parity in the case of availability

of all varieties of milk in all seasons.

Table 5.28: Consumer Satisfaction Score on Availability of Milma Milk

Variety of

Milk


Low Average High Low Average High Low Average High

Toned Milk 5 85 0 3 87 0 3 87 0

Milma Rich 1 22 0 1 22 0 1 22 0

Milma Smart 0 4 0 0 4 0 0 4 0

H. Toned Milk 0 3 0 0 3 0 0 3 0

Availability of Milma Milk Products

As per Table 5.29, about fifty nine consumers of Milma ghee (out of

60) i.e., 98.3 percent in summer season come under average satisfaction. In

267

monsoon and winter fifty eight consumers of Milma ghee i.e., 96.7 percent

come under average satisfaction. Similarly, fifty nine consumers of Milma

curd (out of 65) i.e. 90.8 in summer, sixty two consumers of Milma curd i.e.,

95.4 and in monsoon, sixty consumers of Milma curd i.e. 92.3 percent in

winter come under average satisfaction. But, in the case of sambharam, fifteen

consumers of Milma sambharam (out of 16) i.e. 93.8 percent come under

average satisfaction in summer and twelve consumers of Milma sambharam

i.e. 75.0 percent come under average satisfaction in monsoon and winter In

the case of ice cream, nine consumers of Milma ice cream (out of 10) i.e. 90.0

percent come under average satisfaction in summer and winter. Whereas six

consumers of Milma ice cream i.e., 60.0 percent come under average

satisfaction in monsoon season. Hence MRCMPU was in a position of

competitive parity in the case of availability of all varieties of milk products

in all seasons except sambharam and ice cream in monsoon.

Table 5.29: Consumer Satisfaction Score on

Availability of Milma Milk Products

Variety of Milk Products


Low Average High Low Average High Low Average High

Ghee 1 59 0 2 58 0 2 58 0

Curd 6 59 0 3 62 0 5 60 0

Sambharam 1 15 0 4 12 0 4 12 0

Ice cream 1 9 0 4 6 0 1 9 0

268

Price of Milma Milk

About thirty consumers (87.5 percent) in Kannur district, thirty eight

consumers (95.0 percent), in Kozhikode district, thirty six consumers (90.0

percent) in Malapuram district, and on an aggregate one hundred and nine

consumers (90.8 percent) had average satisfaction. Five consumers (12.5

percent) in Kannur district, two consumers (5.0 percent) in Kozhikode

district, four consumers (10.0 percent) in Malapuram district, and eleven

consumers (9.2 percent) in aggregate had low satisfaction. But no consumer

in the three districts had high satisfaction (Table 5.30). As far as the price of

Milma milk was considered MRCMPU was in a position of competitive

parity.

Table 5.30: Consumer Satisfaction Score on Price of Milma Milk -

Districtwise

DistrictsLow Average High Total


Kannur 5 12.5 35 87.5 0 0.0 40 10.0

Kozhikode 2 5.0 38 95.0 0 0.0 40 100.0

Malapuram 4 10.0 36 90.0 0 0.0 40 100.0

Total 11 9.2 109 90.8 0 0.0 120 100.0

Analysis of variance can be used to evaluate whether there was

significant variegation in the consumer satisfaction scored among the three

districts. Hence various sub hypotheses were set up and tested.

269

Ho. There was no significant difference in the case of consumer

satisfaction as regards the price of Milma milk among the three districts.

Table 5.31 ANOVA of Price of Milma Milk

Sum of squares df Mean square F Significance

Between groups 0.50 2 0.075 0.112 0.895

Within groups 78.650 117 0.672

Total 78.800 119

As per the ANOVA Table the calculated value of significance was

0.895 (Table 5.31). As the calculated value of significance was higher than

0.05, hypothesis was accepted, i.e., there was no significant difference in the

case of consumer satisfaction as regards the price of Milma milk among the

three districts.

Price of Milma Milk Products

On an average twenty nine consumers (72.5 percent) in Kannur

district, thirty one consumers (77.5 percent) in Kozhikode district, thirty

consumers (75.0 percent) in Malapuram district and on an aggregate ninety

consumers (75.0 percent) come under average satisfaction. four consumers

(10.0 percent) in Kannur district, nine consumers (22.5 percent) in Kozhikode

district, seven consumers (17.5 percent) in Malapuram district, and on an

aggregate twenty consumers (16.7 percent) come under low satisfaction. But

seven consumers (17.5 percent) in Kannur district, three consumers (7.5

percent) in Malapuram district and on an aggregate ten consumers (8.3

270

percent) come under high satisfaction (Table 5.32). As far as the price of

Milma milk products was concerned, MRCMPU was in a position of

competitive parity.

Table 5.32: Consumer Satisfaction Score of the Price of Milma Milk Products - Districtwise

Districts

Low Average High Total


Kannur 4 10.0 29 72.5 7 17.5 40 100.0

Kozhikode 9 22.5 31 77.5 0 0.0 40 100.0

Malapuram 7 17.5 30 75.0 3 7.5 40 100.0

Total 20 16.7 90 75.0 10 8.3 120 100.0


satisfaction as regards the price of Milma milk products among the three

districts.

Table 5.33: ANOVA of Price of Milma Milk Products


Between groups 13.087 2 6.544 6.103 0.003

Within groups 124.375 116 1.072

Total 137.462 118


0.003 (Table 5.33). As the calculated value of significance was less than 0.05,

the hypothesis was rejected i.e., there was significant difference in the case of

271

consumer satisfaction with respect to the price of Milma milk products among

the three districts.

Quality of Milma Milk

About 60.0 percent of the consumers in Kannur district, 70.0 percent of

the consumers in Kozhikode district, and 65.0 percent of the consumers in

Malapuram district and on an aggregate 65.0 percent of consumers came

under average satisfaction. But 30.0 percent of the consumers in Kannur

district, 22.5 percent consumers in Kozhikode district, 17.5 percent of the

consumers in Malapuram district, and on an aggregate 23.3 percent of the

consumers came under low satisfaction. About 10.0 percent of the consumers

in Kannur district, 7.5 percent of the consumers in Kozhikode district, and

17.5 percent of the consumers in Malapuram district and on an aggregate 11.7

percent of the consumers came under high satisfaction (Table 5.34). As far as

quality of Milma milk was concerned MRCMPU was in a position of

competitive parity.

Table 5.34: Consumer Satisfaction Score of the Quality of Milma Milk - Districtwise



Kannur 12 30.0 24 60.0 4 10.0 40 100.0

Kozhikode 9 22.5 28 70.0 3 7.5 40 100.0

Malapuram 7 17.5 26 65.0 7 17.5 40 100.0

Total 28 23.3 78 65.0 14 11.7 120 100.0

272


satisfaction in terms of quality of Milma milk and milk products among the

three districts.

Table 5.35: ANOVA of the Quality of Milma Milk


Between groups 0.950 2 0.475 1.318 0.272


Total 43.125 119


0.272 (Table 5.35). As the value of significance was higher than 0.05, this

hypothesis was accepted, i.e., there was no significant difference in the case

of consumer satisfaction in terms of quality of Milma milk among the three

districts.

Quality of Milma Milk Products

60.0 percent of the consumers in Kannur district, 77.5 percent of the

consumers in Kozhikode district, and 70.0 percent of the consumers in

Malapuram district and on an aggregate, 69.2 percent of the consumers came

under average satisfaction But 22.5 percent of the consumers in Kannur

district, and 17.5 percent of the consumers each in Kozhikode and Malapuram

districts, and on an aggregate, 19.1 percent of the consumers came under low

satisfaction About 17.5 percent of the consumers in Kannur district, 5.0

273

percent of the consumers in Kozhikode district and, 12.5 percent of the

consumers in Malapuram district and on an aggregate 11.7 percent of the

consumers came under high satisfaction (Table 5.36). As far as quality of

Milma milk products was concerned MRCMPU was in a position of

competitive parity.

Table 5.36: Consumer Satisfaction Score of the Quality of Milma Milk Products - Districtwise



Kannur 9 22.5 24 60.0 7 17.5 40 100.0

Kozhikode 7 17.5 31 77.5 2 5.0 40 100.0

Malapuram 7 17.5 28 70.0 5 12.5 40 100.0

Total 23 19.1 83 69.2 14 11.7 120 100.0


satisfaction as regards quality of Milma milk products among the three

districts.

Table 5.37: ANOVA of the Quality of Milma Milk Products


Between groups 1.217 2 0.608 0.779 0.461


Total 92.592 119

274


0.461(Table 5.37). As the calculated value of significance was higher than

0.05, this hypothesis was accepted, i.e., there was no significant difference in

the case of consumer satisfaction with regard to the quality of Milma milk

products among the three districts.

Packing of Milma Milk



Malapuram district and on an aggregate, 59.2 percent of the consumers came

under average satisfaction. But 7.5 percent of the consumers in Kannur

district, 27.5 percent of the consumers in Kozhikode district, 25.0 percent of

the consumers in Malapuram district and, on an aggregate, 20.0 percent of the

consumers came under low satisfaction About 21.5 percent of the consumers

in Kannur district, 12.5 percent of the consumers in Kozhikode district, 27.5

percent of the consumers in Malapuram district, and on an aggregate, 20.8


packing of Milma milk was concerned MRCMPU was in a position of

competitive parity.

275

Table 5.38: Consumer Satisfaction Score of Packing

of Milma Milk - Districtwise



Kannur 3 7.5 28 71.0 9 21.5 40 100.0

Kozhikode 11 27.5 24 60.0 5 12.5 40 100.0

Malapuram 10 25.0 19 47.5 11 27.5 40 100.0

Total 24 20.0 71 59.2 25 20.8 120 100.0

Packing of Milma Milk Products



Malapuram, and on an aggregate, 77.5 percent of the consumers came under

average satisfaction. About 17.5 percent of the consumers in Kannur district,

5.0 percent of the consumers in Kozhikode district, and 12.5 percent of the

consumers in Malapuram district, and on an aggregate, 11.7 percent of

consumers came under high satisfaction. But no consumer in Kannur district,

15.0 percent of the consumers in Kozhikode district, and 17.5 percent of the

consumers in Malapuram district, and on an aggregate, 10.8 percent of the

consumers came under low satisfaction (Table 5.39). As far as packing of

Milma milk products was concerned MRCMPU was in a position of

competitive parity.

276

Table 5.39: Consumer Satisfaction Score of Packing of Milma Milk Products - Districtwise



Kannur 0 0.0 33 82.5 7 17.5 40 100.0

Kozhikode 6 15.0 32 80.0 2 5.0 40 100.0

Malapuram 7 17.5 28 70.0 5 12.5 40 100.0

Total 13 10.8 93 77.5 14 11.7 120 100.0

Response of Milma to Changing Needs

Under this head four variables were taken into account. They were:-

a. Handling of consumers complaints

b. Innovation in marketing

c. Scheduling of delivery time in the locality of consumers

d. Granting of agencies in the locality of consumers

Handling of Consumers Complaints



Malapuram district and on an aggregate 91.7 percent of the consumers came

under average satisfaction. But 12.5 percent of the consumers in Kozhikode

district, 7.5 percent of the consumers in Malapuram district, and on an

aggregate, 6.7 percent of the consumers came under low satisfaction. About

277

2.5 percent of the consumers in Kannur and Kozhikode districts, and on an

aggregate, 1.6 percent of the consumers came under high satisfaction (Table

5.40). As far as handling of consumers complaints was concerned MRCMPU

was in a position of competitive parity.

Table 5.40: Handling of Consumers Complaints - Districtwise



Kannur 0 0.0 39 97.5 1 2.5 40 100.0

Kozhikode 5 12.5 34 85.0 1 2.5 40 100.0

Malapuram 3 7.5 37 92.5 0 0.0 40 100.0

Total 8 6.7 110 91.7 2 1.6 120 100.0

Innovation in Marketing



Malapuram district, and on an aggregate basis, 94.2 percent of the consumers

had average satisfaction. But 2.5 percent of the consumers in Kannur district,

7.5 percent of the consumers in Kozhikode district, and on an aggregate, 3.3

percent of the consumers had low satisfaction. About 5.0 percent of the

consumers in Kozhikode district 2.5 percent of the consumers in Malapuram

district, and on an aggregate, 2.5 percent of the consumers were highly

satisfied (Table 5.41). As far as innovation in marketing was concerned

MRCMPU was in a position of competitive parity.

278

Table 5.41: Innovation in Marketing - Districtwise



Kannur 1 2.5 39 97.5 0 0.0 40 100.0

Kozhikode 3 7.5 35 87.5 2 5.0 40 100.0

Malapuram 0 0.0 39 97.5 1 2.5 40 100.0

Total 4 3.3 113 94.2 3 2.5 120 100.0

Scheduling of Delivery Time


the consumers in Kozhikode district, and cent percent of the consumers in

Malapuram district, and on an aggregate, 85.0 percent of the consumers had

average satisfaction. But 15.0 percent of the consumers in Kannur district, and

10.0 percent of the consumers in Kozhikode district, and on an aggregate, 8.3

percent of the consumers came under low satisfaction. About 10.00 percent of

the consumers in Kannur and Kozhikode districts, and on an aggregate, 6.7


scheduling of delivery time was concerned MRCMPU was in a position of

competitive parity.

279

Table 5.42: Scheduling of Delivery Time - Districtwise



Kannur 6 15.0 30 75.0 4 10.0 40 100.0

Kozhikode 4 10.0 32 80.0 4 10.0 40 100.0

Malapuram 0 0.0 40 100.0 0 0.0 40 100.0

Total 10 8.3 102 85.0 8 6.7 120 100.0

Granting of Agencies

About 85.0 percent of the consumers in Kannur and Malapuram

districts, 97.5 percent of the consumers in Kozhikode district, and on an

aggregate, 89.2 percent of the consumers came under average satisfaction.

But 10.0 percent of the consumers in Kannur district, 2.5 percent of the

consumers in Kozhikode district, 12.5 percent of the consumers in Malapuram

district, and on an aggregate, 8.3 percent of the consumers came under low

satisfaction. About 5.0 percent of the consumers in Kannur district, 2.5

percent of the consumers in Malapuram district, and on an aggregate, 2.5


granting of agencies was considered MRCMPU was in a position of

competitive parity.

280

Table 5.43: Granting of Agencies - Districtwise



Kannur 4 10.0 34 85.0 2 5.0 40 100.0

Kozhikode 1 2.5 39 97.5 0 0.0 40 100.0

Malapuram 5 12.5 34 85.0 1 2.5 40 100.0

Total 10 8.3 107 89.2 3 2.5 120 100.0


satisfaction as regards response of Milma to changing needs among the three

districts.

Table 5.44: ANOVA of Response of Milma to Changing Needs


Between groups 49.883 2 24.941 3.622 0.030

Within groups 785.040 114 6.886

Total 834.923 116


0.030 (Table5. 44). As the value of significance was less than 0.05, this

hypothesis was rejected, i.e., there was significant difference in the case of

consumer satisfaction with respect to the response of Milma to changing

needs among the three districts.

MRCMPU must focus its strategy to satisfy the consumers over the

main factors such as availability, quality, price, and packing of milk and milk

281

products. The mean score that go higher than 4.0 was treated as strength of

MRCMPU. As the mean score of price of Milma milk and milk products, and

packing of Milma milk products were above the score of 4.0. These factors

were considered as marketing strengths of MRCMPU. The mean score of

quality of Milma milk and milk products, packing of Milma milk, were nearly

4.0. Hence these factors were not treated as strengths of MRCMPU.

Similarly, the other factors such as handling of consumers’ complaints,

innovation in marketing, scheduling of delivery time, granting of agencies had

scored a mean score ranging between 3.5 and 3.8 (Table 5.45). These factors

also could not be treated as strengths of MRCMPU.

Table 5.45: Mean Score of Various Factors of Milma Milk and Milk Products

Sl. No Particulars Mean score

1. Price of Milk 4.6

2. Price of milk products 4.2

3. Quality of milk 3.9

4. Quality of milk products 4.0

5. Packing of milk 4.0

6. Packing of milk products 4.1

7. Handling of consumers complaints 3.5

8. Innovation in marketing 3.6

9. Scheduling of delivery time 3.8

10. Granting of agencies 3.7

282

Complaints and Suggestions

A few consumers made complaints. Their complaints and suggestions

were:-

1. As the milk was supplied in containers, sometimes milk may be

unhygienic.

2. As the dealer opens the freezer frequently for supplying milk to the

consumers, it may affect the quality of milk adversely.

3. The dealer who makes door delivery charges Re. one per day. It was

too much.

4. Proper discipline should be ensured throughout the distribution

network with sincere supervision.

NON USERS

In this study, non users who do not purchase Milma milk were

considered. Ten non users of Milma milk each (households only) from three

districts such as Kannur, Kozhikode and Malapuram districts were taken as

samples. In this part, general matters of non users such as residential area,

qualification, employment, annual income, numbers of members in the family

etc., were taken first. Then, the purchase of milk and milk products, their

opinion about the price and quality of Milma milk and milk products, loyalty

and the general matters affecting the quality of milk and milk products were

taken into account.

283

Out of thirty samples 76.6 percent of the non users of Milma milk

belong to rural area living in village, 16.7 percent of the non users belong to

Municipality a sort of sub urban area, and 6.7percent of the non users belong

to urban area living in Corporation (Appendix 5.8). About 36.6 percent of

the non users were post graduate, 26.7 percent below S.S.L.C and the same

hold S.S.L.C & Plus Two, and 10.0 percent graduates (Appendix 5.9). Out of

the thirty respondents, 53.4 percent were employees of govt. and semi govt.

department, 33.0 percent retired hands and unemployed, 10.0 percent doing

business, and 3.3 percent employees of private organisations (Appendix 5.10).

About 23.3 percent of the respondents had an annual income below Rs.50,

000, and the same had Rs 50,000 to one lakh, About 6.8 percent had an

annual income varying from Rs.1 lakh to 1.5 lakhs, 23.3 percent had an

annual income from 1.5 lakhs to 2 lakhs, and the same had above Rs. 2 lakhs

(Appendix 5.11). About 43.4 percent of the respondents had two adults in the

family, 10.0 percent had three adults in the family, 23.3 percent had four

adults in the family, 16.7 percent had five adults in the family, and 3.3 percent

had seven or eight adults in the family. Similarly, 36.7 percent of the

respondents had two children in the family, 20.0 percent had three children in

the family, 13.3 percent had one child in the family and 26.7 percent had no

child in the family (Appendix 5.12).

284

PURCHASE OF MILK

On an average, 1.0 litre of milk was purchased at a time, Maximum

quantity of milk Purchase at a time was 3.0 litres and minimum quantity of

milk purchase at a time was 200 ml. About 66.8 percent of non users purchase

milk from nearby household, 23.3 percent use their own milk, and 3.3 percent

of non users each purchases from nearby society, private firms and others

(Table 5.46).

Table 5.46: Purchase of Milk - Non Users

Nos. Percent

Own 7 23.3

Nearby household 20 66.8

Nearby society 1 3.3

Private firms 1 3.3

Others 1 3.3

Total 30 100.0

As per Table 5.47, the total number of adults in a sample of 30

households was one hundred and three and the total number of children was

forty eight. Total number of adults and children was 151. Total quantity of

milk purchased by thirty households was 30.2 litres. As 1.05 kgs. of milk was

equivalent to one litre of milk, total quantity of milk purchased was 31.7 kgs.

per day. Average quantity of milk purchased per head was 200 ml (210 gms.)

per day (Total quantity of milk purchased by total number of adults and

children).

285

Table 5.47: Milk Purchase per Non User

Total adults 103

Total children 48

Grant Total 151

Total qty of milk Purchased 30.2 litres (31.7 kgs.)

Average qty of milk Purchased per head 200 ml (210 gms)

PURCHASE OF MILK PRODUCTS

About 33.3 percent of the non users of Milma milk purchased ghee

monthly and 3.3 percent each weekly and fortnightly. About 60.1 percent had

no purchase of ghee. It meant that they did not use ghee or they made ghee in

their home or both. Similarly, 20.0 percent of the non users purchased curd

weekly, 6.7 percent purchased curd daily and 3.3 percent purchased

fortnightly. About 70.0 percent had no purchase of curd (Table 5.48).

Table 5.48: Purchase of ghee and curd - Non Users

Ghee Curd

Nos. Percent Nos. Percent

Daily 0 0.0 2 6.7

Weekly 1 3.3 6 20.0

Fortnightly 1 3.3 1 3.3

Monthly 10 33.3 0 0.0

No Purchase 18 60.1 21 70.0

Total 30 100.0 30 100.0

286

About 3.3 percent of non users each purchase sambharam weekly,

fortnightly and monthly. 90.1 percent had no purchase of sambharam. 13.3

percent of the non users purchase ice cream monthly and 3.3 percent purchase

ice cream fortnightly. About 83.4 percent had no purchase of ice cream. But

in the case of peda about 3.3 percent of the non users purchase peda daily,

weekly and fortnightly and 90.1 percent had no purchase of peda (Table

5.49).

Table 5.49: Purchase of Sambharam, Ice cream and Peda - Non Users

Sambharam Ice cream Peda

Nos. Percent Nos. Percent Nos. Percent

Daily 0 0.0 0 0.0 1 3.3

Weekly 1 3.3 0 0.0 1 3.3

Fortnightly 1 3.3 1 3.3 1 3.3

Monthly 1 3.3 4 13.3 0 0.0

No Purchase 27 90.1 25 83.4 27 90.1

Total 30 100.0 30 100.0 30 100.0

Majority of the non users of Milma milk did not purchase milk

products or they made milk products such as ghee, curd, sambharam etc in

their home or both. Similarly majority of the non users did not purchase ice

cream and peda. In the case of ghee, about 33.3 percent of the non users made

ghee themselves, 16.6 percent purchased ghee from nearby house and 16.6

percent purchased ghee from other private firms. The remaining 6.7 percent

287

purchased ghee from Milma, margin free market, super market etc. But in the

case of curd about 46.7 percent of the non users made curd themselves, 6.6

percent purchased curd from nearby society and 10.0 percent purchased curd

from other private firms. The remaining 13.3 percent purchased from Milma

and margin free market. In the case of sambharam, about 6.7 percent of the

non users made sambharam themselves, 3.3 percent purchased sambharam

from nearby house, other private firms and from Milma. But in the case of ice

cream, 13.3 percent of the non users purchased ice cream from other firms

and 3.3 percent purchased ice cream from Milma. Similarly in the case of

peda 10.0 percent of the non users purchased peda from other firms and had

no purchase of peda from Milma (Table 5.50).

Table 5.50: Purchase of Milk Products - Non Users

Ghee Curd Sambharam Ice cream Peda

Nos. % Nos. % Nos. % Nos. % Nos. %

Own 10 33.3 14 46.7 2 6.7 0 0.0 0 0.0

Nearby house 5 16.6 2 6.6 1 3.3 0 0.0 0 0.0

Nearby societies 0 0.0 0 0.0 0 0.0 0 0.0 0 0.0

Pvt. firms 5 16.6 3 10.0 1 3.3 4 13.3 3 10.0

Others 2 6.7 4 13.3 1 3.3 1 3.3 0 0.0

No Purchase 8 26.8 7 23.4 25 83.4 25 83.4 27 90.0

Total 30 100.0 30 100.0 30 100.0 30 100.0 30 100.0

288

Purchase of Milk on Special Occasions

As per Table 5.51 about 66.7 percent of the non users of Milma milk

purchased Milma milk on special occasions like marriage etc. 16.7 percent of

depended on nearby societies and nearby household.

Table 5.51: Purchase of milk on Special Occasions - Non Users

Nos. Percentage

Nearby society 5 16.7

Private agencies 0 0.0

Milma 20 66.7

Nearby household 5 16.7

Total 30 100.0

Purchase of Enough Quantity Milk and Milk Products

About 80.0 percent of the non users of Milma milk purchased enough

quantity of milk and milk products for domestic use. It meant that majority of

the non users of Milma milk purchased enough quantity of milk and milk

products for their domestic use (Table 5.52).

Table 5.52: Purchase of Enough Quantity of Milk

and Milk Products - Non Users

Milk Milk products

Nos. Percent Nos. Percent

Yes 24 80.0 24 80.0

No 6 20.0 6 20.0

Total 30 100.0 30 100.0

289

Purchase of Milk Substitutes

About 53.3 percent of the non users of Milma milk purchased milk

substitute for domestic use. Moreover all these use milk powder as milk

substitute (Table 5.53).

Table 5.53: Purchase of Milk Substitutes - Non Users

Nos. Percent

Yes 16 53.3

No 14 46.7

Total 30 100.0

About 43.8 percent of the users of milk powder purchased, on an

average, 500 gm milk powder in a month, 25.0 percent purchased one kg. of

milk powder and 12.5 percent purchased100 to 200 gms. of milk powder in a

month respectively. About 6.2 percent of users of milk powder purchase 400

gms. milk powder in a month (Table 5.54).

Table 5.54: Quantity of Milk Powder Used - Non Users

Nos. Percent

100 gm 2 12.5

200 gm 2 12.5

400 gm 1 6.2

500 gm 7 43.8

1 kg 4 25.0

Total 16 100.0

290

Ranking of Various Factors Influencing Purchase of Milk

Like consumers of Milma milk various factors influence the non users

of Milma milk while buying milk could be considered. These factors were

easy availability of milk, door delivery of milk, competitive price of milk,

hygiene factor of milk, flavour of milk, lack of alternative source of milk,

dislike of packed product unreliable service of Milma, credit facility and

maintenance of friendship. 100 points were given to the non users of Milma

milk to be distributed over these factors. On the basis of the points distributed

by the respondents, the mean points obtained for each factor was ascertained.

Hygiene factor scored mean score of 35.4 which got first rank. Next to

hygiene factor, easy availability ranked second which got 30.8 and door

delivery scored 15.2 and ranked third. All the other factors scored between

4.0 and 1.0. Competitive price ranked sixth (Appendix 5.13). From this,

hygiene factor, easy availability, and door delivery were the influencing

factors.

It was interesting to know that the ranking of the common factors of

milk by household consumers, non households and non users of Milma milk.

As per the Table 5.55, both households and non households gave first rank to

easy availability of milk, but non users of Milma milk gave first rank to

hygiene factor and second rank to easy availability of milk. Both households

and non households ranked hygiene factors second. All consumers (i.e.,

households and non households), and non users of Milma milk ranked door

291

delivery of milk third. Consumers (i.e. households), and non users of Milma

milk ranked competitive price as fourth but non households ranked it fifth.

Pleasant flavour was ranked fifth by consumers (households) and non users of

Milma milk but fourth by non households. Both the consumers and non users

ranked lack of alternative source of milk the lowest.

Table 5.55: Factors Influencing Purchase of Milk - Non Users

FactorsMean Score

Households Non households Non Users

Easy availability 38.1 47.0 30.8

Hygiene factor 19.9 18.7 35.4

Door delivery 10.6 10.0 15.2

Competitive price 7.4 1.3 3.2

Pleasant flavour 1.0 1.7 1.2

Lack of alternative source 2.9 0.3 1.2

Ranking of Various Factors Influencing Purchase of Milk Products

Like milk, non users of Milma milk were asked to distribute 100 points

over various factors of milk products such as ghee, curd, sambharam, ice-

cream and peda. Various factors already considered in the case of milk were

also given for distribution. In the case of ghee, easy availability, hygiene

factor and pleasant flavour ranked first, second and third respectively.

Competitive price ranked fourth. All other factors got a mean score of less

292

than one. In the case of curd, hygiene factor and easy availability ranked first

and second respectively. But dislike of packed products and competitive price

ranked third and fourth. All other factors got a mean score of less than one. In

the case of sambharam, easy availability, door delivery, competitive price and

hygiene factor got an equal score of 0.7. It showed that non users of Milma

milk gave equal importance while buying sambharam. Maintenance of

friendship, dislike of packed products and credit facility scored more or less

0.2. But other factors like lack of alternative source and unreliable service of

Milma scored zero. It showed that sambharam of Milma was available in their

locality. In the case of ice cream hygiene factor ranked first, easy availability,

maintenance of friendship and door delivery ranked second, third and fourth

respectively. But all the other factors got no points. In the case of peda, it got

no points, hence these factors did not influence while buying peda (Appendix

5.13).

PRICE OF MILMA MILK AND MILK PRODUCTS

About 33.3 percent of the non users were of the opinion that the price

of Milma milk was low, whereas 40.0 percent were of the opinion that the

price of Milma milk was average. But 26.7 were of the opinion that the price

of Milma milk was high. In the case of Milma milk products, no non user was

of the opinion that the price of Milma milk products was low. Whereas 83.3

percent of the non users were of the opinion that the price of Milma milk

293

products was average. But 16.7 percent were of the opinion that the price of

Milma milk products was high (Table 5.56).

QUALITY OF MILMA MILK AND MILK PRODUCTS

About 10.0 percent of the non users were of the opinion that the quality

of Milma milk was low, whereas 80.0 percent were of the opinion that the

quality of Milma milk was average. But 10.0 percent were of the opinion that

the quality of Milma milk was high. In the case of Milma milk products, 26.7

percent of the non users were of the opinion that the quality of Milma milk

products was low. Whereas 60.0 percent were of the opinion that the quality

of Milma milk products was average. But 13.3 percent were of the opinion

that the quality of Milma milk products was high (Table 5.56).

Table 5.56: Price and Quality of Milma Milk and Milk Products - Non Users

Low Average High Total


Price of Milma milk 10 33.3 12 40.0 8 26.7 30 100.0

Price of Milma milk products 0 0.0 25 83.3 5 16.7 30 100.0

Quality of Milma milk 3 10.0 24 80.0 3 10.0 30 100.0

Quality of Milma milk products 8 26.7 18 60.0 4 13.3 30 100.0

LOYALTY OF NON USERS MILMA MILK

As per the Table 5.57, about 63.3 percent of the occasional consumers

of Milma milk (for the last five yeas) increased to 73.3 percent and it would

294

increase to 76.7 in future. On the contrary, 36.7 percent of the non users

decreased to 26.7 percent and it would decrease to 23.3 in future. MRCMPU

could reduce the number of non users of Milma milk by increasing the

numbers of occasional consumers of Milma milk.

Table 5.57: Loyalty of Non Users of Milma Milk

Nos. Percentage

I was a regular consumer of milk of Milma 0 0.0

I was an occasional consumer of milk of Milma 19 63.3

I was a non user of milk of Milma 11 36.7

Total 30 100.0

I am an occasional consumer of Milma milk 22 73.3

I am a non user of Milma milk 8 26.7

Total 30 100.0

I will be an occasional consumer of milk of Milma 23 76.7

I will be a non user of milk of Milma 7 23.3

Total 30 100.0

Similarly 3.3 percent of the non users of Milma milk products (for the

last five years) were the regular consumers of Milma milk products. This rose

to 10.0, but would fall to 6.7 percent in future. At the same time 60.0 percent

of the occasional consumers of Milma milk products (for the last five years)

decreased to 56.7 percent and it would increase to 60.0 percent in future.

About 36.7 percent of non users of Milma milk products (for the last five

295

years) decreased to 33.3 percent and it would be the same percent in future

(Table 5.58). Non users of Milma milk products (for the last five years)

became either regular or occasional consumers of Milma milk products.

Table 5.58: Loyalty of Non Users of Milma Milk Products

Nos. Percentage

I was a regular consumer of milk products of Milma 1 3.3

I was an occasional consumer of milk products of Milma 18 60.0

I was a non user of milk products of Milma 11 36.7

Total 30 100.0

I am a regular consumer of milk products of Milma 3 10.0

I am an occasional consumer of milk products of Milma 17 56.7

I am a non user of milk products of Milma 10 33.3

Total 30 100.0

I will be a regular consumer of milk products of Milma 2 6.7

I will be an occasional consumer of milk products of Milma 18 60.0

I will be a non user of milk products of Milma 10 33.3

Total 30 100.0

COMMON FACTORS AFFECTING THE QUALITY OF MILK AND

MILK PRODUCTS

Under this head the common factors affecting the quality of milk and

milk products among the consumers of Milma milk as well as non users of

Milma Milk were taken into account. Cornel Technique mentioned earlier

296

was used to analyse these factors. Common factors affecting the quality of

milk and milk products were:-

1. Aware of the quality of milk.

2. Pooling of milk from different producers of milk.

3. Quality of pasteurized milk.

4. Checking of Fat and SNF content.

5. Time interval between procurement and delivery of milk.

6. Quality of other firms milk and milk products.

Aware of the Quality of Milk

About 84.2 percent of the consumers of Milma milk and 73.3 percent

of the non users were more or less aware of the quality of milk. But 15.8

percent of the consumers of Milma milk and 26.7 percent of the non users

were not aware of the quality of milk. Both the consumers and non users were

not highly aware of the quality of milk (Table 5.59).

Table 5.59: Aware of the Quality of Milk

Consumers Non Users

Nos. Percentage Nos. Percentage

Low 19 15.8 8 26.7

Average 101 84.2 22 73.3

High 0 0.0 0 0.0

Total 120 100.0 30 100.0

297

Pooling of Milk from Different Producers of Milk


of the non users were of the opinion that the pooling of milk from different

producers of milk more or less affected the quality of milk. 22.5 percent of the

consumers were of the opinion that pooling of milk from different producers

of milk did not affect the quality of milk. But 35.0 percent of the consumers

of Milma milk and 33.3 percent of the non users were of the opinion that it

affected highly the quality of milk (Table 5.60).

Table 5.60: Pooling of Milk from Different Producers of Milk

Quality of Pasteurised Milk

47.5 percent of the consumers of Milma milk and 30.0 percent of the

non users were of the opinion that the quality of pasteurized milk was more or

less equal to the quality of cow milk offered by households. 15.8 percent of

the consumers of Milma milk and 36.7 percent of the non users were of the

opinion that the pasteurized milk was less in quality than the cow milk offered

by households. But 36.7 percent of the consumers of Milma milk and 33.3

Consumers Non Users


Low 27 22.5 0 0.0

Average 51 42.5 20 66.7

High 42 35.0 10 33.3

Total 120 100.0 30 100.0

298

percent of the non users were of the opinion that the pasteurized milk was not

less in quality than the cow milk offered by households (Table 5.61).

Table 5.61: Quality of Pasteurised Milk

Aware of Fat and SNF Content


of the non users were of the opinion that they more or less check Fat and SNF

contents when they bought the milk. But 24.2 percent of the consumers of

Milma milk and 23.3percent of the non users surely checked Fat and SNF

contents when they bought the milk (Table 5.62).

Table 5.62: Aware of Fat and SNF Contents

Time Interval between Procurement and Delivery of Milk

Consumers Non Users


Low 19 15.8 11 36.7

Average 57 47.5 9 30.0

High 44 36.7 10 33.3

Total 120 100.0 30 100.0

Consumers Non users


Low 0 0.0 0 0.0

Average 91 75.8 23 76.7

High 29 24.2 7 23.3

Total 120 100.0 30 100.0

299


of the non users were of the opinion that the time interval between

procurement and delivery of milk affected more or less the quality of milk

adversely. 20.0 percent of the consumers of Milma milk were of the opinion

that it surely affected the quality of milk adversely. But 33.3 percent of the

consumers of Milma milk and 26.7 percent of the non users were of the

opinion that it did not affect the quality of milk adversely (Table 5.63).

Table 5.63: Time Interval between Procurement and Delivery of Milk

Quality of Other Firms Milk and Milk Products


of the non users were of the opinion that the other agencies milk and milk

products were more or less unhygienic. 8.3 percent of the consumers of

Milma milk and 16.7percent of the non users were of the opinion that other

firms milk and milk products were not unhygienic. But 25.0 percent of the

consumers of Milma milk and 30 percent of the non users were of the opinion

Consumers Non Users


Low 24 20.0 0 0.0

Average 56 46.7 22 73.3

High 40 33.3 8 26.7

Total 120 100.0 30 100.0

300

that the other firms milk and milk products were surely unhygienic (Table

5.64).

Table 5.64: Quality of Other Firms Milk and Milk Products

SUMMARY

In this chapter, residential area, qualification, employment, annual

income, numbers of members in the family etc., of consumers of Milma milk

and milk products and non users of Milma milk were considered. In order to

cover the first part of the third secondary objective, the customer service level

of MRCMPU to maximise the perceived value of the customer was evaluated

next. For this, awareness, availability, purchase, quality, price and packing of

Milma milk and milk products were considered. To evaluate customer

satisfaction, consumer satisfaction score was ascertained next. Finally

purchase of milk and milk products by the non users of Milma milk, their

opinion about price and quality of Milma milk and milk products and the

general matters affecting the quality of milk and milk products were taken

into account. The next chapter discusses various models to enhance the

efficiency of MRCMPU and SWOT Analysis of MRCMPU.

Consumers Non Users


Low 10 8.3 5 16.7

Average 80 66.7 16 53.3

High 30 25.0 9 30.0

Total 120 100.0 30 100.0

301

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