A STUDY ON CUSTOMER PREFERENCE FOR

CHAKRA MILK IN PERAMBALUR

PROJECT REPORT

Submitted
by
VASANTH S
Register No: 622022631041

In partial fulfillment for the award of the degree

Of

MASTER OF BUSINESS ADMINISTRATION

In
Submitted to

DEPARTMENT OF BUSINESS ADMINISTRATION

PAAVAI COLLEGE ENGINEERING

NAMAKKAL - 637018
JUNE 2024
 BONAFIDE CERTIFICATE

Certified that this summer training report is the bonafide work of

VASANTH S, Reg.No.622022631041, II MBA, Paavai College Of
Engineering, Pachal, Namakkal, who undergone the training work under my
supervision. Certified further that to the best of my knowledge the work
reported herein does not form part of any other report on the basis of which a
degree or award was conferred on an earlier occasion on this or any other
candidate.

FACULTY GUIDE HEAD OF THE DEPARTMENT

Submitted for the End semester Examinations held on _______________

INTERNAL EXAMINER EXTERNAL EXAMINER

 ACKNOWLEDGEMENT

I Would like to express my gratitude to Shri.CA.N.V.Natrajan,

Chairman, B.Com, FCA, and Smt.N.MangaiarkarasiM.sc.,
Correspondent, Paavai College Of Engineering, Pachal, Namakkal for
giving me an opportunity and facility to complete this project.
I Feel immense pleasure in expressing my deep sense of gratitude to
Mr.K.K.Ramasamy, M.E., Ph.D., Director Administration, Paavai
Engineering College, Pachal, Namakkal for all the encouragement received
during the MBA course.
I Wish to place my deep sense of gratitude to Dr.C.Suresh Kumar, M.E.,
Ph.D., Principal, Paavai College Of Engineering, Pachal, Namakkal for all
the encouragement received during the MBA course.
I Would like to express my gratitude to Dr.C.Suresh Kumar, M.E.,
Ph.D., Principal, Paavai College Of Engineering, Pachal, Namakkal and
all the faculty members of MBA department.
I Owe my boundless thanks and gratitude towards my faculty guide
Ms.S.Megalatha., MBA., Paavai College Of Engineering, Pachal,
Namakkal for her guidance for preparation of this training report.

VASANTH S
 LIST OF CONTENTS

CHAPTER NO TITLE PAGE NO

1.1 Introduction 1
1.2 Need of the study 3

I 1.3 Objectives of the study 3

1.4 Scope of the study 3
1.5 Limitations of the study 3
1.6 Company profile 4
II 2.Review of literature 9
3. Research methodology 13
3.1 Research design 13
3.2 Survey details 13
III 3.3 Sampling Details 13
3.4 Data collection Details 13
3.5 Tools of the study 13
IV 4. Data analysis and 15
interpretation

5.1 Findings of the study 36

V 5.2 suggestions 37
5.3 Conclusion 38
Appendices
References
Web sites

LIST OF TABLES
TABLE PAGE
CONTENTS
NO NO
4.1 Gender Wise Classification 15
4.2 Age Wise Classification 16
4.3 Family Size 17
4.4 Family Income 18
4.5 Which type milk Do you use 19
4.6 State reason for consuming chakra brand milk 20
4.7 Main purpose of consuming milk 21
4.8 Liter of milk are you consuming per day 22
4.9 Purchase of milk products place 23
4.10 Milk product do you like more 24
4.11 Chakra milk taste is superior 25
4.12 Price of chakra milk product are reasonable 26
4.13 Chakra milk product easily available 27
4.14 Package of chakra milk product 28
4.15 Quality of chakra milk products 29
4.16 Chakra milk is available time 30
4.17 Perceived brand image of chakra milk 31
4.18 Chakra milk is chemical free 32
4.19 Chakra brand milk is safe for health 33
4.20 Chakra milk is thick and good 34
4.21 Chakra milk to my friends and relatives 35

LIST OF CHARTS
CHAR PAGE
CONTENTS
T NO NO
4.1 Gender Wise Classification 15
4.2 Age Wise Classification 16
4.3 Family Size 17
4.4 Family Income 18
4.5 Which type milk Do you use 19
4.6 State reason for consuming chakra brand milk 20
4.7 Main purpose of consuming milk 21
4.8 Liter of milk are you consuming per day 22
4.9 Purchase of milk products place 23
4.10 Milk product do you like more 24
4.11 Chakra milk taste is superior 25
4.12 Price of chakra milk product are reasonable 26
4.13 Chakra milk product easily available 27
4.14 Package of chakra milk product 28
4.15 Quality of chakra milk products 29
4.16 Chakra milk is available time 30
4.17 Perceived brand image of chakra milk 31
4.18 Chakra milk is chemical free 32
4.19 Chakra brand milk is safe for health 33
4.20 Chakra milk is thick and good 34
4.21 Chakra milk to my friends and relatives 35
 CHAPTER-1
INTRODUCTION 1.1 Introduction of the Study

A study on customer’s preference of milk and milk

products with reference to chakra is undertaken for
assessing the customers’ behavior towards chakra milk
and milk products and to understand the expectations of
the customers towards milk and milk products which
will in turn help to take appropriate action by the
management for removing the short falls. To interrogate
customers area-sampling system was adopted, since the
population is undefined so 70 customers were
interrogated to elicit the information, which are
analyzed, interpreted and placed under with comments,
charts and findings. John McKean, in an excellent book,
Customers are People –The Human Touch thinks of the
organization-customer interaction as a series of
cascading touch points. Those touch points comprise the
customer environment and it is through interacting with
that environment that customer preference is formed.
The idea that customers prefer one product or one
service over another is not new. The ability to identify
and measure the elements of such preference decisions
with any accuracy and reliability has only recently
become available. Research into this area of consumer
behaviour has brought understanding to some of the
major issues with standard customer satisfaction
research. Most importantly, we have come to realize that
high customer satisfaction does not assure continued
customer preference.
Satisfaction research over the past fifteen years
demonstrates that high satisfaction scores, while a
measure of organization performance on a set of
important criteria, do not adequately explain the
composition of preference formation and therefore often
serve as insufficient predictors of sustained preference or
what is normally referred to as customer loyalty. Loyalty
as a concept has also shown itself to be difficult to
define. Like beauty, loyalty is truly in the eye of the
beholder. We understand there are different types and
degrees of loyalty and some of these are not appropriate
in describing the relationship between a consumer and a
company. However, preference (defined as the power or
ability to choose one thing over another with the
anticipation that the choice will result in greater
satisfaction, greater capability or improved performance)
has demonstrated the ability to be effectively measured
and to provide meaningful insight intThe choices
consumers make when selecting one provider over
another and when determining to continue a relationship
over time. Preference is formed when the customer is
bonded to your company through the establishment of a
mutual benefit. Successful companies therefore go
beyond delivery of a commodity or service; they pursue
the development of a relationship with their customers.
This bonded relationship will be more likely to survive
competitive attacks than the mere purveying of goods or
services or an over reliance on aggressive pricing
models. One of the components of the Preference
Formation Process is the development of a Preference
Formation Profile. This profile breaks out the required
attributes of each stage of preference formation. Notice
that the evaluation experience, is not simply focused on
the performance and reliability issues of the milk
products; but also on how the customer is treated and
that the emotive elements of customer treatment can be
as clearly defined and
measured.
However, just as different individuals want
different types of milk and milk product with different
features; different people have different emotive
demands as well. The key to understanding customer
preference is to understand how many evaluation
experiences exist within a single market, what the mix of
quality and taste provide greater demand for milk
products this leads to preference demand that is a
requirement within3several of the identified customer
segment s. Such understanding requires both qualitative
and quantitative rigor. Within the framework customer
satisfaction can begin to play a very important role as a
measure of a company’s ability to deliver and execute
against preference evaluation elements of a given
customer segment. These expectations can now be
differentiated into expectants basic, cost-ofentry
preference expectations, satisfiers-preference
expectations that help to constrain abandonment or
churn and attractors-preference enhancements(often
focused on the emotive components) that attract new
customers.
The power or ability to choose one thing over
another with the anticipation that the choice will result
in greater satisfaction, greater capability or improved
performance. The theory of reasoned action assumes a
consequence for the action taken. We prefer some
product, someone, or some service because we
determined the object was best aligned with our
performance and emotive requirements as judged
throughout comparative norms. We evaluate the
performance in light of how well the milk products,
service meets our preference expectations. Notice that
the evaluation experience, to simply focused on the
performance and reliability issues of the Milk products;
but also on how the customer is treated and that the
emotive elements of customer treatment can be as
clearly defined and measure by way of customer
satisfaction.
1.2 Need of the study
 In this competitive world customer
feedback is enviable one. All the companies believe that
spending of huge time on customer feedback will
increase the turnover. Even though these are lot of
media for Advertisement, television gains its own
important in the modern information era.

1.3 Objectives of the Study

 A study on customer’s preference over milk
and milk products with reference to chakra.
 To understand the loyalty of the customers
towards the milk and its products with
reference to chakra.
 To identify customer’s expectations towards
the milk products.
 To identify the performance of the
organization and its products.
 To understand customers behavior in
choosing the milk and its products.
 To understand customer satisfaction over
milk and its products with reference to
chakra.

1.4 Scope of the Study

The study aims to find the customers preference

of milk and milk products with
reference to chakra. The study is restricted to
information regarding the customer’s likes and dislikes,
their Expectations, personal decisions and family
decisions and loyalty of the customers. The study has
been carried out for period of 15 days and has focused
on all type of customers.

1.5 Limitations of the study

 The responses given by the respondents
may not be true.
 The respondents may be careless in
responding to the questionnaire.
 The respondents may be illiterate.
 The respondents may be unaware about the
various chakra milk and milk products

1.6 Company Profile

Tulya Food Product Private Limited is a

private incorporated on 22 December 2003 it is
classified at non govt company and is registered at
register of companies Chennai its authorized share
capital is 30000000 and its paid up capital is
RS3000000.its is involved in manufacture of dairy
product {production of raw milk is classified in class
o121}
 Tulya food product private limited
annual general meeting {agm} was last held on 30
September 2017and as per record form ministry of
corporate affair{mca} its balance sheet was last filed on
31 march 2017
Directors of tulya food product private are rajagopal
sinnasamy balakrishnan rajagopal

COMPANY DETAILS
CIN U15204TN2003PTCO52198
COMPANY NAME Tulya food product private limited
Company status Active
Roc Roc Chennai
Registration number 52198
Company sub category Non govt company
Class of company Private
Date of incorporation 22 December 2003
Age of company 14 years 10 month
Activity Manufacture of dairy product
{production of raw milk is classified in
class 0121}

INDUSTRY PROFILE

Dairy development department

The Dairy Development Department was established in
1958 in Tamilnadu. The administrative and statutory
control over all the milk cooperatives in the State was
transferred to the Dairy Development Department on
1.8.1965. The Commissioner for Milk Production and
Dairy Development was made as the functional
Registrar under the Tamilnadu Cooperative Societies
Act. With the adoption of 'Anand pattern' in the State of
Tamilnadu, Tamilnadu Cooperative Milk Producers'
Federation Limited was registered in the State on 1st
February 1981. The commercial activities of the
Department such as Milk Procurement, Processing,
Chilling, packing and sale of milk to the consumers etc.,
hitherto dealt with by the Tamilnadu Dairy Development
Corporation Ltd., were transferred to the newly
registered Tamilnadu Co-operative Milk Producers'
Federation Limited, popularly known as "chakra".
In the wake of liberalization policy, private dairies have
also entered into the field of dairying. As per the
directions of the Humble Chief Minister of Tamilnadu
high priority has been given for improving the
performance of milk Co-operatives by adopting a
systematic approach and proper strategy in Milk Co-
operatives. Significant achievement has been made by
Milk Producers' Cooperative Societies, Unions and
Federation in the State of Tamilnadu.
The cattle population in India is approximately 15% of
total cattle population in the world. India stood no. 1
position in milk production. Tamilnadu is one of the
leading state in milk production.
The milk production in Tamilnadu per
day is 145.88 Lakh litres. Objectives
of the dairy development
department
 Assure a remunerative price for the milk produced
by the member of the Milk Producers' Co-
operative Societies through a stable, steady and
well organized market support.
 (2) Distribution of quality milk and milk products
to the consumers at reasonable price.
 Keeping these objectives in mind, a number of
activities are undertaken by the Dairy
Development Department, viz., Provision of free
veterinary health cover to all animals owned by
The members of milk cooperatives, implementation
of Artificial Insemination Programmer, supply of
balanced cattle feed and inculcation of farmers with the
modern animal husbandry methods and practices.
All activities, which are essential for the up gradation of
the milk animals and improving their productivity in the
long run, have been undertaken.
Provision of necessary infrastructure facilities for
marketing milk and milk products and supply of quality
milk to the consumer has been made by way of
establishing new chilling centers, pasteurization plants
and adoption of modern processing system.
Departmental setup
The Commissioner for Milk Production and Dairy
Development is the Head of the Dairy
Development Department. He is the functional registrar
in respect of Dairy Co-operatives in the State. He is also
the Ex-officio Managing Director of the Tamilnadu
Cooperative Milk Producers' Federation Limited. i.e.
chakra.
The Commissioner for Milk Production and Dairy
Development exercises all the statutory powers with
regard to the registration of societies, supervision,
inspection, inquiry, disputes, liquidation of milk
cooperatives including the District Cooperative Milk
Producers' Unions and Federation under the relevant
provisions of the Tamilnadu Cooperative Societies Act,
1983 and Tamilnadu Cooperative Societies Rules, 1988.
While discharging the statutory functions, the
Commissioner for Milk Production and Dairy
Development is assisted by the Deputy Milk
Commissioner (Co-operation) in the rank of Joint
Registrar of Cooperative Societies and a Deputy
Registrar at the Headquarters besides 23 Deputy
Registrars (Dairying) at the District level by way of
conferring the powers of the functional Registrar.
Functions of the dairy development department
The main functions of the Dairy Development
Department include Organization of societies,
registration of societies, supervision and control of
primary milk cooperatives, District Cooperative Milk
Producers Unions and Tamilnadu Cooperative Milk
Producers Federation. The Dairy Development
Department exercises statutory function - like Inquiry,
Inspection, Surcharge and Super session, appointment of
special officers, liquidation and winding up of dormant
Societies etc. The Commissioner for Milk Production
and Dairy Development, Deputy Milk
Commissioner (Co-operation), and Circle Deputy
Registrars (Dairying) are vested with quasiJudicial
powers in respect of settlement of disputes, appeal,
revision and review under various provisions of
Tamilnadu Cooperative Societies Act, 1983 & the
Tamilnadu Cooperative societies Rules, 1988 made
there under.
The Commissioner for Milk Production and
Dairy Development has been designated as the State
Registering Authority for the state of Tamilnadu, under
the provisions of Milk and Milk Products Order'92. All
the Dairy units including private Dairies handling more
than 10,000 lpd of milk or Milk Products containing
milk solids in excess of 500 Metric tones per annum
have to obtain registration certificate under the provision
of Milk and Milk Products Order'92. The Commissioner
for Milk Production and Dairy Development / State
Registering Authority has been conferred with powers to
register the dairy units having handling capacity from
10,000 lpd to 2,00,000 lpd. The Commissioner / State
Registering Authority, Deputy Milk Commissioner (Co-
operation) / District collectors and Deputy Registrars
(Dairying) have been authorized to carry out supervision
and periodic inspection of the dairies.

Primary dairy cooperatives milk societies

A minimum of 25 or more individuals competent to

contract under section 11 of the Indian Contract Act of
1872, owning milch animals, can form a Primary Dairy
Cooperative Society, with one or more villages as its
area of operation. Such persons have to approach the
Circle Deputy Registrar's (Dairying) office functioning
at the District for further guidance. The members of
Primary Cooperative milk society have to supply milk to
the Society which will procure milk on quality basis and
they will receive milk cost once in 10 days / 15 days
from the Society. Milch animals are provided with free
veterinary health cover, artificial insemination and the
supply of balanced cattle feed. Inductions of farmers on
modern animal husbandry practices are aimed at by
upgrading the milch animals and thereby improving
their productivity in the long run for the benefit of the
members.
Women milk producers’ cooperative societies
In order to encourage the women members to
contribute more to the dairy sector, they are being called
upon to organise women milk producers' cooperative
societies in their respective areas. There are 1210
women milk Producers’ cooperative societies
functioning in Tamilnadu.
Primary Milk Cooperative Societies and District
cooperative Milk Producers Unions and Federation were
previously administered by elected Boards. As the terms
of office of the members of elected Board already
expired and as they were continuing only on extended
term of office as per section 33(10)(aa) of Tamilnadu
Cooperative Societies Act, 1983, the Government issued
orders terminating the extended term of office of
members of Boards of these societies *and the Special
Officers have been appointed under section 89(1) of
Tamilnadu Cooperative Societies Act, 1983. All the
primary Milk Cooperative Societies are now functioning
under the Control of Special Officers since 26.5.2001. In
respect of District Cooperative Milk Producers Unions,
the Collectors of respective Districts have been
appointed as Special Officers and for Tamilnadu
Cooperative Milk Producers Federation Ltd., the
Managing Director of the Federation has been appointed
as Special Officer. Consequent on the bifurcation of the
Dharmapuri District and creation of new District namely
Krishnagiri, the District Collector of Krishnagiri has
been appointed as Special Officer of Dharmapuri
District Cooperative Milk
Producers’ Unions Ltd., with effect from 27.2.2004.

Functions of federation (TCMPF)

The Tamilnadu Co-operative Milk Producers'
Federation Limited is an apex body of 17 District
Cooperative Milk Producers' Unions. The Federation has
four dairy plants in Chennai, one at Ambattur with a
capacity of 4.00 lakh litres per day, another at
Madhavaram with a capacity of 2.00 lakh litres per day
and the third dairy at Sholinganallur with a capacity of
4.00 lakh litres per day. These dairies collect milk from
District Unions process and pack in sachets and send for
sale to the consumers in and around Chennai City. The
fourth product dairy at Ambattur is engaged in the
manufacture of milk products such as Yogurt, ice cream,
Khova, Kulab jamoon, Buttermilk, Curd and Mysore pa.
Most of the rural people especially women make their
livelihood by rearing Milk animals and by supplying
milk to the Co-operatives. Keeping this in view and to
improve the rural economy and to enhance the personal
income of the stake holders in rural area, Government of
Tamilnadu directed the Tamilnadu Co-operative Milk
Producers’ Federation and District Cooperative Milk
Producers’ Union to raise the procurement price of the
cow's milk from Rs.18.00 to Rs.20.00 per litre and that
of the buffalo’s milk from Rs.26.00 to Rs.28.00 with
effect from 18.11.2011 and the milk cost as per the
revised procurement price is being disbursed to the Milk
producers. (VIEW G.O )

CHAPTER -2
 REVIEW OF LITERATURE

2. Review of Related Literature

Rma And Prabhakar (2000); in an opinion

survey conducted in Andhra Pradesh regarding the
consumer perception and attitude towards the different
sources of milk purchase observed that nearly, 60
present of the families felt that the home delivery of
milk in polythene sachets is advantageous and indicated
willingness to pay additional costs/service charges for
the same. So, the cooperatives may have to seriously
think about the system of home delivery of milk in order
to bring more consumer families under its fold.
Lech Nieurawski (2006); studied the determinants of
customer satisfaction on the markets of selected dairy
products and summarized that; Purchasers’ behavior on
the market is highly differentiated. When choosing a
yoghurt the consumer mostly takes into consideration its
taste, and next come the brand and the price. The
decision to buy is a complex result of multiple factors.
However, the price is the decisive factor. Enterprises
should pay a special attention to their buyers. Only the
recognition of customers’ needs will make it possible to
provide them with a product which will fully meet their
expectations. The client focuses mostly on the product’s
attributes. A satisfied purchaser becomes a loyal client
who will tell his friends about his positive experience
with and his positive opinion of the product. Each
consumer is a complex individual. His behavior depends
on a number of factors. His environment and how he is
feeling influence his choice and may result in his
decision to purchase.
Prasad (2006); in his study found that 91.33% of the
consumers knew the availability of more than one
variety of milk available in the market. He also
established that a large majority of respondents 62.33%
said that it is the quality that influences the choice of the
brand, whereas a meagre 5.67% expressed the view that
it is the factor of easy availability that is responsible for
the preference of a brand. He found that a majority
(about 82.67%) of the respondents were satisfied with
the present brand they were using and only 17.33%
though otherwise. He further suggested that prompt and
regulate supply, providing value by way of service
rendered by agents and avoidance of adulteration are
factors that will count in the success or failure of the
milk producers.
Parekh (2006); in his research established that, of the
total milk produced in the country, nearly 46 per cent is
consumed as liquid milk and the balance converted into
various dairy products, such as ghee, butter, milk
powder, ice cream, cheese, condensed milk and for
making various kinds of sweetmeats having distinct
regional preferences.
Sandeep Singh Virdi, Dyal Bhatnagar, Hardeep
Kaur (2007); in their study revealed that there is a
strong association between Income & use of Branded
Milk, which means that with the variation in income
levels the choice for branded / unbranded milk also
varies. It was inferred that there is no association
between the purchase of a particular Brand & the factors
affecting its choice, thereby meaning that while
choosing a brand the consumer does not consider factors
like packaging, price, nutrition, taste etc.
Shahram Gilaninia, Mohmmad Taleghani,
Mohammad Reza Khorshidi Talemi (2009); in their
study on satisfaction level of customers of RTE food
products they concluded that in order to increase
customer satisfaction from quality of service,
distribution system should make more active the
distribution unit and have more monitoring and control
and comments in this section. Strong and close
relationship of distribution department with department
of production and sales can quickly increase the inquest
to complaint raised by customers and minimize the
number of complaints. Improving the quality of the
services provided and transparency to meet the needs
and demands of clients by creating teams to respond and
handling customer questions and complaints can reveal
the strengths of distribution system. Also it be
establishes measurement system of customer satisfaction
through the use of constructive feedback and suggestion
of customers as a key opportunity, a direct dialogue with
customers and surveys them. Customer comments be
raised in company and be planned to increase customer
satisfaction. Innovation and continuous improvement in
service quality provide through identify values,
expectations of customers in different locations.
I K.Eswaran (2009); in his study on “customer
satisfaction towards chakra milk in salem city” he
recommended that .The level of advertisement can be
increased so that the product can be marketed more in
rural areas. More chakra milk parlour should be included
for increasing the sales. Brand involvement should be
improved in the mind of customers. Customers can be
motivated to buy the product by giving Value Added
Services. Awareness of the product can be increased by
giving programmes like road shows for the general
public.
Kriti Bardhan Gupta (2009); in a study on “Consumer
Behaviour for Food Products in India” concluded that
cleanliness of the product, free from pesticides,
freshness, good for health, and clean place of sale are
some of the most important attributes, which are rated
very highly by people in India while buying food
products. Value for money, overall quality, taste,
availability of variety of products at same place,
seasonality for the product, flavour, good display of
products, nearby availability and good ambience are
some other important parameters. Promotional offer
does not have much impact on the sale of food products
and people did not rate food products from other country
very highly for purchase decision. People rate various
parameters differently for different product groups. For
highly perishable items such as dairy products,
freshness, cleanliness and good for health are the most
important parameters but for products like food grains-
pulses, cleanliness and free from pesticides are the most
important criteria. Based on factor analysis, it appeared
that store quality, marketing mix and taste-flavour
explained the maximum variance in the purchase
decision for fruit and vegetables.
A. Sudhan, Chitra (2010); their study summarized that
satisfaction level about the over-all service does not
depend on response time or price but depends on the
level of satisfaction with quality. It is therefore clear that
the customer’s perception about service level depends on
their perception about quality. It is also seen that
satisfaction level with quality depends on the rejection
rates experienced by the customers. Therefore the
company should make efforts to ensure that the rejection
level at the customer end is minimized. This will
improve the customer’s perception about quality as well
as service level. Since the period of response and price
levels do not influence perception about service level, it
is adequate if the company maintains the present level
but concentrate its effort in reducing rejections
experienced by the customer.
R. J. Masilamani (2011); in his study he concluded that
the parameters which make decision regarding the
purchase of milk are Price, Quality, Smell, Taste,
Advertisement and Awareness. Milk market is a totally
unpredictable market and the organisation should be
over-cautious of any complaints that come into milk as it
includes the sentiments of a mother for her kid and she
would not prefer to give anything to her kid for which
she is not 100% satisfied.

Arpita Gupta (2011); in a study on “Identifying factors

behind decreasing market share” she concluded that the
parameters which make decision regarding the purchase
of milk are Price, Quality, Smell, Taste, Advertisement
and Awareness. So the company should take every step
possible to contain these problems which in some way
or the other affects the sale of Mother Dairy and its
retailers.

Anonymous (2011); this study on consumer satisfaction

and awareness towards siddhadhara milk products
suggested that Developing the town markets by placing
some of the staff for extension work. So that they can
make arrangements for people to get milk in their
particular place at particular time. To make aware the
people about overall performance of siddhadhara milk.
Company can take necessary steps to enhance more
promotional activities like giving ads in newspapers, in
local channels and thru other media.
D. Ashok, Abhay Prakash Sriwastwa (2012); in their
study on the usage pattern and the reasons behind low
sensitivity of packaged dairy products; concluded that;
Factors influencing the purchasing pattern of the
branded dairy products: Among the factors given, most
of the respondents had showed their priority towards the
“availability” of the packaged dairy products, the
“freshness” of the packaged product and the “shelf life”
of the product as their first, second and third choices
respectively. The “taste” of the product and the
“advertisement” given by manufactures had showed
fourth and fifth choice respectively.
.
 CHAPTER-3
RESEARCH METHODOLOGY

Introduction
Research Methodology is a systematic way to
solve a research problem. It includes various steps that
are generally adopted by a researcher in studying the
problem along with the logic behind them. The present
study was conducted in Tulya food Product pvt ltd
Perambalur.
3.1 Research Design
“A Research Design is the arrangement of
conditions for collection and analysis of data in a
manner that aims to combine relevance to the research
purpose with the economy in procedure”. The research
design adopted for the studies is descriptive design and
analytical research . The researcher has to describe the
present situation in order to know the behavior of the
consumers. Hence descriptive research study is used.
Descriptive research can only report what has happened
and what is happening.
3.2 Survey Detail
The aggregate elementary units in the survey are
referred to as the population. Here it covers the
customers of Tulya Food Product Chakra Milk
Perambalur
3.3 Sampling Techniques
Convenience sampling was adopted in the research
under non-probability sampling. The sampling size
selected for the studies 87
3.4 Data collection Details
Primary Data
The standard questionnaire technique used to
collect the primary data.
Secondary Data
Secondary data was collected from company
profile, journals, articles, websites for the analysis.
3.5 Tools of the Study
 Percentage Analysis

Percentage Analysis
In case multiple-choice question the workers were
categorized based on the nature and percentage is
calculated for each category. The percentage analysis is
the analysis of ratio of a current value either the result
multiplied by 100.
Actual Respondents
Percentage analysis = ----------------------------------------
× 100
Total No. of Respondents
 DATA ANALYSIS AND
INTERPRETATION
TABLE NO: 4.1
GENDER WISE CLASSIFICATION
S.NO Gender No. of. Respondents Percentage
Male
1 41 47.1
2 Female 46 52.9
Total 87 100.0

INFERENCE
The above table shows that
 41% of the respondents are male
 46% of the respondents are female

About 46% of the respondents are female

CHART NO: 4.1
 GENDER WISE CLASSIFICATION
52.9%
54

52

50 male
47.1%
female
48

46

44
male female

TABLE NO: 4.2

AGE WISE
CLASSIFICATION
S.N Age No. of. Respondents Percentage
O
1 15-20 7 8.0
2 21-30 24 27.6
3 31-40 46 52.9
4 above40 10 11.5
Total 87 100.0
INFERENCE
The above table shows that
 8% of the respondents are 15-20 years
 27.6% of the respondents are 21-30 years
 52.9%of the respondents are 31-40 years
 11.5% of the respondents are above 41 years
 About 52.9% of the respondents are 31-40 years
CHART NO: 4.2

AGE
60 52.9%

50

40
27.6%
30 Percentage

20 11.5%
8%
10

0
15-20 21-30 31-40 above40

TABLE NO: 4.3

FAMILY SIZE
S.NO Family Size No. of. Respondents Percentage
1 3 9 10.3
2 4 30 34.5
3 5 35 40.2
4 above5 13 14.9
Total 87 100.0

INFERENCE
The above table shows that
 10.3% of the respondents are 3
 34.5% of the respondents are 4
 40.2% of the respondents are 5
 14.9% of the respondents are above 5

About 40.2% of the respondents are 5

CHART NO: 4.3

 50 40.2%
34.5%
40

30
14.9% Percentage
20 10.3%

10

0
3 4 5 above5

FAMILY SIZE TABLE NO :4.4

FAMILY INCOME
S.N FAMILY No. of. Respondents Percentage
O INCOME
1 7500-10000 15 17.2
2 10000-30000 32 36.8
3 30000-40000 32 36.8
4 above50000 8 9.2
Total 87 100.0

INFERENCE
The above table shows that
 17.2% of the respondents are 7500-10000
 36.8% of the respondents are 10000-30000
 36.8% of the respondents are 30000- 40000
 9.2% of the respondents are above 50000

About 36.8% of the respondents are 10000-20000

 CHART NO: 4.4
FAMILY INCOME

40 36.8%
36.8%
35
30
25
17.2%
20
Percentage
15
9.2%
10
5
0
7500-10000 10000-30000 30000-40000 above50000

TABLE NO: 4.5

WHICH TYPE MILK DO YOU
USE
S.N Type Milk No. of. Respondents Percentage
O
1 Full cream 22 25.3
2 Standardized 40 46.0
3 Toned milk 21 24.1
4 Double toned milk 4 4.6
Total 87 100.0

INFERENCE
The above table shows that
 25.3% of the respondents are full cream
 46.% of the respondents are standardized
 24.1 % of the respondents are toned milk
 4.6% of the respondents are double toned milk

About 46% of the respondents are standardized

 CHART NO: 4.5
WHICH TYPE MILK DO YOU USE

46%
50

40

30 25.3% 24.1%

20

10 4.6%

0
full cream standardized toned milk double toned
milk

TABLE NO: 4.6

STATE REASON FOR CONSUMING
CHKRA BRAND MILK
S.N Chakra Brand Milk No. of. Respondents Percentage
O
1 Low price 26 29.9
2 Good quality 46 52.9
3 Wider availability 15 17.2
Total 87 100.0

INFERENCE
The about table shows that
 29.9% of the respondents are low price
 52.9% of the respondents good quality
 17.2 % of the respondents wider availability
About 52.9 % of the respondent’s good quality
CHART NO: 4.6
STATE REASON FOR CONSUMING CHKRA BRAND MILK
17.2%
29.9

low price
good quality
wider availability

52.9%

TABLE NO: 4.7

MAIN PURPOSE OF
CONSUMING MILK
S.NO TYPES MILK No. of. Respondents Percentage
1 Tea 35 40.2
2 Coffee 28 32.2
3 Badam milk 22 25.3
4 Other 2 2.3
Total 87 100.0

INFERENCE
The above table shows that
 40.2% of the respondents are tea
 32.2% of the respondents are coffee
 25.3% of the respondents are Badam milk
 2.3% of the respondents are others

About 40.2% of the respondents are tea

 CHART NO: 4.7
MAIN PURPOSE OF CONSUMING MILK
40.2%
45
32.2%
40
35 25.3%
tea
30
25 coffee
20 badam milk
15 other
10 2.3%
5
0
tea coffee badam milk other

TABLE NO: 4.8

LITER OF MILK ARE YOU
CONSUMING PER DAY
S.NO Types Of Liter No. of. Respondents Percentage

1 250ml 4 4.6
2 500ml 20 23.0
3 1 Litter 54 62.1
4 More than 1 9 10.3
Total 87 100.0

INFERENCE
The above table shows that
 4.6% of the respondents are 250ml  23% of the
respondents are 500ml
 62.1 %of the respondents are 1 litter
 10.3 % of the respondents are more than 1
About 62.1% of the respondents are 1 litter
CHART NO: 4.8
LITER OF MILK ARE YOU CONSUMING PER DAY

62.1%
70
60
50
40
Percentage
30 23%
20 10.3%
4.6%
10
0
250ml 500ml 1 litter more than 1

TABLE NO: 4.9

PURCHASE OF MILK
PRODUCTS PLACE
S.N Types Place No. of. Respondents Percentage
O
1 Retail Store 11 12.6
2 Super Market 37 42.5
3 Petti Shop 34 39.1
4 Others 5 5.7
Total 87 100.0

INFERENCE
The above table shows that
 12.6% of the respondents are retail store
 42.5% of the respondents are super market
 39.1% of the respondents are petti shop  5.7% of
the respondents are others
About 42.5% of the respondents are super market
CHART NO :4.9
 PURCHASE OF MILK PRODUCTS PLACE
42.5%
39.1%
45
40
35
30
25
20 Percentage
12.6%
15
10 5.7%
5
0
retail store super petti shop others
market

TABLE NO: 4.10

MILK PRODUCT DO YOU LIKE
MORE
S.no Types milk No. of. Respondents Percentage
1 Badam Milk 18 20.7
2 Mysorpa 26 29.9
3 Ghoa 29 33.3
4 Others 14 16.1
Total 87 100.0

INFERENCE
The above table shows that
 20.7% of the respondents are Badam milk
 29.9% of the respondents are mysorpa  33.3%
of the respondents are Ghoa
  16.1 % of the respondents are other

About 33.3 of the respondents are Ghoa

CHART NO :4.10
MILK PRODUCT DO YOU LIKE MORE
33.3%
35 29.9%
30
25 20.7%

20 16.1%
Percentage
15
10
5
0
badam milk mysorpa ghoa others

TABLE NO: 4.11

CHAKRA MILK TASTE IS
SUPERIOR
S.NO Opinion No. of. Respondents Percentage
1 Strongly disagree 45 51.7
2 Disagree 24 27.6
3 Neutral 11 12.6
4 Agree 6 6.9
5 Strongly agree 1 1.1
Total 87 100.0

INFERENCE
The above table shows that
 51.7% of the respondents are strongly disagree
 27.6 of the respondents are disagree
 12.6% of the respondents are neutral
 6.9 % of the respondents are agree
  1.1% of the respondents are strongly agree

About 51.7 % of the respondents are strongly

disagree
CHART NO: 4.11
CHAKRA MILK TASTE IS SUPERIOR

60 51.7%
50
40 27.6%

30 12.65
Percentage
20 6.9%
10 1.1%
0
strongly disagree neutral agree strongly
disagree agree

TABLE NO: 4.12

PRICE OF CHAKRA MILK PRODUCT
ARE REASONABLE
S.NO Opinion No. of. Respondents Percentage
1 Strongly Disagree 15 17.2
2 Disagree 41 47.1
3 Neutral 23 26.4
4 Agree 6 6.9
5 Strongly Agree 2 2.3
Total 87 100.0

INFERENCE
The above table shows that
 17.2% of the respondents are strongly disagree
 47.1% of the respondents are disagree
 26.4% of the respondents are neutral
  6.9% of the respondents are agree
 2.3% of the respondents are strongly agree

About 47.1% of the respondents are disagree

CHART NO: 4.12

PRICE OF CHAKRA MILK PRODUCT ARE
REASONABLE

50 47.15

40

30 26.45

20 17.25
Percentage
6.95
10 2.3%
0
strongly disagree neutral agree strongly
disagree agree

TABLE NO: 4.13

CHAKRA MILK PRODUCT EASILY
AVAILABLE
S.NO Opinion No. of. Respondents Percentage
1 Strongly Disagree 16 18.4
2 Disagree 28 32.2
3 Neutral 30 34.5
4 Agree 10 11.5
5 Strongly Agree 3 3.4
Total 87 100.0

INFERENCE
The above table shows that
 18.4% of the respondents are strongly disagree
 32.2% of the respondents are disagree
 34.5% of the respondents are neutral
  11.5% of the respondents are agree
 3.4% of the respondents are strongly agree

About 34.5% of the respondents are neutral

TABLE NO: 4.14

PACKAGE OF CHAKRA MILK
PRODUCT
S.N Opinion No. of. Respondents Percentage
O
1 Strongly Disagree 22 25.3
2 Disagree 19 21.8
3 Neutral 21 24.1
4 Agree 18 20.7
5 Strongly Agree 7 8.0
Total 87 100.0

INFERENCE
The above table shows that
  25.3% of the respondents are strongly disagree
 21.8% of the respondents are disagree
 24.1% of the respondents are neutral
 20.7% of the respondents are agree
 8% of the respondents are strongly agree

About 25.3% of the respondents are strongly agree

CHART NO: 4.14

PACKAGE OF CHAKRA MILK PRODUCT

30 25.35 24.1%
25 21.8% 20.7%
20
15
Percentage
8%
10
5
0
strongly disagree neutral agree strongly
disagree agree

TABLE NO: 4.15

QUALITY OF CHAKRA MILK
PRODUCTS
S.NO Opinion No. of. Respondents Percentage
1 Strongly Disagree 22 25.3
2 Disagree 19 21.8
3 Neutral 22 25.3
4 Agree 17 19.5
5 Strongly Agree 7 8.0
Total 87 100.0

INFERENCE
The above table shows that
  25.3% of the respondents are strongly disagree
 21.8 % of the respondents are disagree
 25.3% of the respondents are neutral
 19.5% of the respondents are agree
 8% of the respondents are strongly agree
About 25.3% of the respondents strongly agree

CHART NO: 4.15

QUALITY CHAKRA MILK PRODUCTS

30
25.3% 25.3%
25 21.8%
19.5%
20

15
8% Percentage
10

0
strongly dis disagree neutral agree strongly
agree agree

TABLE NO: 4.16

CHAKRA MILK IS AVAILABLE
TIME
S.NO Opinion No. of. Respondents Percentage
1 Strongly Disagree 20 23.0
2 Disagree 23 26.4
3 Neutral 20 23.0
4 Agree 11 12.6
5 Strongly Agree 13 14.9
Total 87 100.0

INFERENCE
The above table shows that
 23.% of the respondents are strongly disagree
  26.4% of the respondent are disagree
 23% of the respondent are neutral
 12.6% of the respondent are agree
 14.9% of the respondents are strongly agree

About 26.4% of the r espondents are disagree

CHART NO: 4.16

CHAKRA MILK IS AVAILABLE TIME

30 26.4%
23% 23%
25

20 14.9%

15 12.6%
Percentage
10

0
strongly disagree neutral agree strongly
disagree agree

TABLE NO: 4.17

PERCEIVED BRAND IMAGE OF
CHAKRA MILK
S.NO Opinion No. of. Respondents Percentage
1 Strongly Disagree 13 14.9
2 Disagree 26 29.9
3 Neutral 23 26.4
4 Agree 9 10.3
5 Strongly Agree 16 18.4
Total 87 100.0

INFERENCE
The above table shows that
 14.9% of the respondents are strongly disagree
 29.9% of the respondents are disagree
 26.4% of the respondents are neutral
 10.3% of the respondents are agree
 18.4% of the respondents are strongly agree

About 29.9% of the respondents are disagree

CHART NO:4.17
PERCEIVED BRAND IMAGE OF CHAKRA MILK

29.9%
30 26.4%
25
18.4%
20 14.9%
15 10.3%
Percentage
10
5
0
strongly disagree neutral agree strongly
disagree agree

TABLE NO: 4.18

CHAKRA MILK IS CHEMICAL
FREE
S.N Opinion No. of. Respondents Percentage
O
Strongly Disagree 17 19.5
Disagree 22 25.3
Neutral 26 29.9
Agree 9 10.3
Strongly Agree 13 14.9
Total 87 100.0
INFERENCE
The above table shows that
 19.5% of the respondents are strongly disagree
 25.3% of the respondents are dis agree
 29.9% of the respondents are neutral
 10.3% of the respondents are agree
 14.9 % of the respondents are strongly agree

About 29.9% of the respondents are neutral

CHART NO: 4.18
CHAKRA MILK IS CHEMICAL FREE

29.9%
30 25.3%
25 19.5%
20 14.9%
15 10.3%
Percentage
10
5
0
strongly disagree neutral agree strongly
disagree agree

TABLE NO: 4.19

CHAKRA BRAND MILK IS SAFE
FOR HEALTH
S.N opinion No. of. Respondents Percentage
O
1 Strongly Disagree 33 37.9
2 Disagree 21 24.1
3 Neutral 20 23.0
4 Agree 7 8.0
5 Strongly Agree 6 6.9
Total 87 100.0

INFERENCE
The above table shows that
 37.9% of the respondents are strongly disagree
  24.1 % of the respondents are disagree
 23% of the respondents are neutral
 8% of the respondents are agree
 6.9% of the respondents are strongly agree

About 37.9% of the respondent are strongly agree

CHART NO: 4.19
CHAKRA BRAND MILK IS SAFE FOR HEALTH

37.9%
40
35
24.1% 23%
30
25
20
8% Percentage
15
6.9%
10
5
0
strongly disagree neutral agree strongly
disagree agree

TABLE NO: 4.20

CHAKRA MILK IS THICK AND
GOOD
S.N Opinion No. of. Respondents Percentage
O
1 Strongly Disagree 15 17.2
2 Disagree 30 34.5
3 Neutral 29 33.3
4 Agree 8 9.2
5 Strongly Agree 5 5.7
Total 87 100.0
INFERENCE
The above table shows that
 17.2% of the respondents are strongly disagree
 34.5% of the respondents are disagree
 33.3% of the respondents are neutral
 9.2% of the respondents are agree
 5.7% of the respondents are strongly agree

About 34.5% of the respondents are disagree

CHART NO: 4.20
CHAKRA MILK IS THICK AND GOOD

40
34.5% 33.3%
35
30
25
17.2%
20
15 Percentage
9.2%
10 5.7%
5
0
strongly disagree neutral agree strongly
disagree agree

TABLE NO: 4.21

CHAKRA MILK TO MY FRIENDS
AND RELATIVES
S.N Opinion No. of. Respondents Percentage
O
1 Strongly Disagree 21 24.1
2 Disagree 12 13.8
3 Neutral 26 29.9
4 Agree 8 9.2
 5 Strongly Agree 20 23.0
Total 87 100.0

INFERENCE
The above table shows that
 24.1% of the respondents are strongly dis agree
 13.8% of the respondents are disagre
 29.9% of the respondents are neutral
 9.2 % of the respondents are strongly agree
 23% of the respondents are strongly agree

About 29.9% of the resopondnts are neutral

CHART NO :4.21

CHAKRA MILK TO MY FRIENDS AND RELATIVES

29.9%

30 24.1% 23%
25

20 13.8%
15 9.2% Percentage
10

0
strongly disagree neutral agree strongly
disagree agree

CHAPTER-V

RESULTS AND DISCUSSION

5.1 FINDINGS

 About 52.9% of the respondents are female

 About 52.9% of the respondents are age 31-40
years
 About 40.2% of the respondents are family size 5
 About 36.8% of the respondents are 10000-20000
income
 About 46% of the respondents are prefer
standardized milk
 About 52.9 % of the respondents are consuming
chakra milk because of good quality
 About 40.2% of the respondents are consuming for
the purpose of making tea
 About 62.1% of the respondents are consuming 1
litter per day
 About 42.5% of the respondents are purchasing
from super market
 About 33.3 of the respondents like Ghoa
 About 51.7 % of the respondents does not like the
taste of the milk
 About 47.1% of the respondents are disagree with
price of chakra milk reasonable
 About 34.5% of the respondents are neutral about
the availability of milk
 About 25.3% of the respondents are strongly agree
that package of chakra milk products are safe
 About 25.3% of the respondents are satisfied with
the quality of chakra milk products
 About 26.4% of the respondents are disagree that
chakra milk is not available on time
  About 29.9% of the respondents does not induced
by brand image
 About 29.9% of the respondents says that chakra
milk is chemical free
 About 37.9% of the respondents are strongly agree
that chakra milk is safe for health
 About 34.5% of the respondents are disagree that
chakra milk is not thik and good
 About 29.9% of the resopondnts are ready to refer
to their friends and relatives.

5.2 SUGGESTIONS

 The customer’s feel that the price of the milk

should be reduced.
 The researcher suggests that availability of
chakra milk any time
 The researchers suggest to chakra milk is easly
available in the all the shop
 The researchers suggest that the chemical add in
the milk is reduced
 Effective of brand images and quality is compare
to the other milk products
5.3 CONCLUSION

The outcome of the study shows that the customer’s response is fair.
The quality of the chakra milk should be improved. Customer care cell should
work more effective. The number of chakra booth and retail outlets should be
increased in urban and rural areas to yield more customers. Periodical inspection
should be done to root out the arising mal practices. The perseveres of milk
process should be improved to avoid quick spoilage of milk and milk products.
Effective marketing and campaigning has to be done in rural areas so that
customers would be well aware about chakra milk and milk products.

APPENDICES

A STUDY ON CUSTOMER PREFERENCE TOWARDS

CHAKRA MILK IN PERAMBALUR

1. Gender:
A. Male
B. Female
2. Age:
 A. 12-15
B. 15-2033
C. 20-30 D. Above30

3. Family size:
A..............................................................................................................3
B..............................................................................................................4
CD. Above 5 ..........................................................................................5

4. Family income:
A. 7500-10000
B. 10000-30000
C. 30000-40000
D. Above 50000

5. Which type milk do you use?

A. Full cream
B. Standardized
C. Toned milk
D. Double toned milk

6. State reason for consuming chakra brand milk?

A. Low Price
B. Good Quality
C. Wider Availability

7. What is the main purpose of consuming milk?

A. Tea
B. Coffee
C. Badam milk
D. Other
8. How many litre of milk are you consuming per day? A. 250ml
B. 500ml
C. 1 Liter
D. More than 1

9. Where did you purchase the milk products?

A. Retail Store
 B. Super market
C. Petti shop
D. Others

10. Which kind of milk product do you like more? A. Badam milk
B. Mysorpa
C. Ghoa
D. Others
S.no Statements SA A NA DA SDA
11 Chakra milk taste is superior

12 The price of the chakara milk products

are
reasonable

13 Chakra milk product widely and easily

available

14 The package of chakara milk products

are very attractive

15 The quality of the chakara milk products

are superior

16 Chakra milk is available all the time

17 Perceived brand image of chakra milk is

good
18 Chakra milk is chemical free

19 Chakra brand milk is safe for health

20 Chakra milk is thick and good

21 I will
recommend
chakra milk to my friends and relatives

REFERENCE

 Amul,(1978),“Amul”-Kaira District Milk Producers Union, 1978,p.p.

 Baviskar B.S Dairy Co-Operatives And Rural Development In Gujarat.
 Sivasankaran S, Sivanesan R. Brand Preference Of Packed Milk –
Comparative Study On Rural And Urban Consumers In Kanyakumari
District. International Jpurnal Of Business And Management Invention,
2013
 Yayar R. Consumer Characteristics Influencing Milk Consumption
Preference. The Turkey Case. Theoretical And Applied Economics, 2012,
10-25
  Aayaz S, Badar H, Ghafoor A. Level And Determinants Of Consumers
Perception Of Packed Milk In Pakistan. Journal Of Business And
Economics, 2011
 Sumathi S, The Customer Perception Towards Marketing Of Different
Brands Of
Packaged Milk. International Journal Of Research In It & Management,
2015
 Statistical Methods For The Social Sciences By Alan Agersati 2014 5th
Edition.
 Ahemed RR, Pramar V, Amin Am. Impact Of Product Packaging On
Consumers Buying Behavior. European Journal Of Scientific Research,
2014; 120(2)
 Elangovan N, Gomatheeswaran M, A Study On Consumer Behavior
Towards Various Brands Of Milk And Milk Products With Special
Reference To Thudiyalur Town At Coimbatore Distict In Tamilnadu.
International Journal Of Multidisciplinary Research And Development,
2015.

WEB SITES

 http://allindiadairy.com/Dairy-Industry-In-India.aspx
 http://articles.economictimes.indiatimes.com/2014 -07-08/news/
51191268_1_dairysector-global-dairy-industry-nddb
 http://www.indiadairy.com/ind_swot.html
 http://www.indiadairy.com/info_milk_products_dairyproducts.html
 http://www.tirumalamilkproducts.com/  www.aavinmilk.com.

 www.agritech.tnau.ac.in
 www.nddb.org
 www.dairytechindia.in  www.tutorvista.com