Proposal presentation

1. On behalf of group: RM.NIKZAAD (B.Sc in Agriculture
Resource Management & Technology – Reading)
Faculty of Agriculture
University of Ruhuna

2. Outline
• Introduction
• Buying Decision Process
• Problem Statement
• Objectives
• Conceptual Framework
• Methodology
• Literature review
• Time Frame
• References
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3. • Fresh milk is rich in nutrition.
• Sri Lankan Monthly average milk production in 2019 - 31,167,995
Liters while,
• Per capita consumption per month - 110 Liters but ;
• Able to meet only 30% of the demand.
(census and statistics ,2019)
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Constituent Percentage
Water 87.5
Protein 3.3
Lactose 4.6
Fat 3.7
Calcium 0.1

4. • Regarding Food Balance Sheet per capita Protein Consumption is 73g
per day, while 54g come from vegetable but only 19g from animal
protein.
• From 2010 to 2019, Sri Lankan government spent 362.753 billion
rupees for Importing Milk powder to overcome deficit of the country.
Consumer buying behavior
Consumer buying behavior is the sum total of a consumer’s attitudes
,preferences , intentions and decisions regarding the consumer’s
behavior in the market place when purchasing a product or service.
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5. Buying Decision Process
Problem
Identification
Gathering of
information
Evaluation for
alternative
Purchase
Post
Purchase Evaluation
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6. Problem Statement
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Fresh Milk
is a Crucial
Nutritive
Source
Awareness
and
Promotions
Buying &
Consumption
of Fresh Milk
Unattainable
Targets
Determining
Factors affect
on Consumer
Buying
Behavior
Identifying
New
Marketing
Strategies

7. Objectives
To find out the Consumer Profile in Fresh Milk Market.
To identify Consumer buying Behavior on Fresh Milk.
Suggesting the promotion of awareness about fresh Milk
consumption..
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8. Conceptual
Framework
Consumer
Consumption
Product
Price
Place
Promotion
Consumer
Attitudes
Buying
Behavior
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• Frequency
• Awareness
• Purpose

9. 1. To find out the Consumer Profile in Fresh Milk
Market.
Variables Measurements
Gender Male/ Female
Age Number
Education Level of Education
Income Currency
Occupation Categorical
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10. 2. To identify Consumer buying Behavior on Fresh
Milk.
Variables Measurements
Frequency Time period
Awareness Categorical
Products Qualities Categorical
Purposes Categorical
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11. 3.Suggesting the promotion of awareness about
fresh Milk consumption.
Variables Measurements
Awareness Program Number
Instructions Ranking
Promotion Ordinals
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12. Methodology
• Study Area :- Mapalana
• Target Population :- Households Level in Mapalana.
• Sample Size :- 100
• Sampling Technique :- Purposive Sampling (PS)
• Data Collection : Primary Source :- Pre tested Structured Questionnaires
Secondary Source :- Publications, Census and Statistical, DS
Reports, Research articles.
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13. Data Analysis :-
• Descriptive analytic methods : Bar charts, Pie Charts, Graphs
• Appropriate statistical Analysis methods :- Chi-square test
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14. Literature Review
Author Area Time Main Findings
Mr.Bharat D. Barad and
Mr.pradip L. Meheta
Veraval
city, India
January 2017 Most of the consumers prefer the
unpacked milk because of the freshness of
the milk. Most of them give higher priority
to quality while making purchase-related
decisions
Aissam Bousbia,
Sofiane Boudalia,
Sarra Chelia,
Hanane Amari,
Algeria 2017 Consumer behavior in regard to milk and
dairy products and possibly identify
effects of different variables on consumer
decision upon purchase of milk and milk
products which can be used as a useful
indicator of market orientation, in the aim
to increase dairy products consumption
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15. Author Area Time Main Findings
A.E.N De Alwis, J.E
Edirisinghe, A.M.T.P
Athauda
Mid-
country
Sri Lanka
2011 Results from estimation of an ordered
logistic regression model of
consumption show age of the
respondent, cost and usage-related
attitudinal factor and nutrition-related
attitudinal factors are the key
determinants of milk consumption
levels; however, household monthly
income, health problems affect on fresh
milk consumption and level of education
play a more important in consumption.
Kumar and Babu Pondicherry
state, India
2014 Key factors predicting purchase of dairy
products; quality, availability, pricing,
variety, brand image and advertisements
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16. Time Frame
Activity Jan 3rd
& 4th
weeks
Feb 1st
& 2nd
Weeks
Feb
3rd
Week
Feb
4th
Week
Mar
1st
Week
Mar
2nd
Week
Mar
3rd
Week
Mar
4th
Week
Apr
1st
Week
Apr
2nd
Week
Develop Research Proposal
& obtain approval
Literature Review
Proposal
Develop & Test Questions
Develop & Test Tool
Obtain Participants
Administer instruments
Ongoing data collection &
analysis
Final collection of data
Research report
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17. References
• Essays, UK. (November 2018). Consumer Behavior Towards Milk
Products. Retrieved from http://www.ukessays.com
• Vijay Daniel Padala(2016, 2017). A Project to study on Consumer
behavior towards buying milk. Retrieved from http://www.scribd.com
• Franca Marangoni, Luisa Pellegrino & Elvira Verduci (2018). Cow’s Milk
Consumption and Health: A Health Professional’s Guide, Journal of the
American College of Nutrition. 38(6):1-12
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