brand preference for packed milkamong urban consumer

1. A
SUMMER INTERNSHIP PROJECT
ON
“A STUDY ON BRAND PREFERENCE FOR PACKED MILK AMONG URBAN CONSUMER”
Submitted to
S.R. LUTHRA INSTITUTE OF MANAGEMENT
IN PARTIAL FULFILLMENT OF THE
REQUIREMENT OF THE AWARD FOR THE DEGREE OF
MASTER OF BUSINESS ADMINISTRATION
In
Gujarat Technological University
UNDER THE GUIDANCE OF
Faculty Guide : Company Guide
Mr. Harshesh Patel Mr. Suresh Bhai
Submitted by
Mr. PUROHIT KAILASH KUMAR [Batch No. 2015-17, Enrollment No. 158050592080]
MBA SEMESTER III
S.R. LUTHRA INSTITUTE OF MANAGEMENT – 805
MBA PROGRAMME
Affiliated to Gujarat Technological University
Ahmadabad
July, 2016

2. EXECUTIVE SUMMARY
The research is about “A STUDY ON BRAND
PREFERENCE FOR PACKED MILK AMONG URBAN
CONSUMERS’’. Main objective of the study is to know brand
preference for packed milk.
Founded in the year at Rajkot (Gujarat, India ),we ‘’Maahi
milk producer company limited” is a leading manufacturer
trader and supplier of the best class Milk Powder, Pure Ghee,
Fresh Milk, Fresh Curd, Fresh Sweet and Fresh Butter. Since
our inception, we are private Limited Company and undertake
the business of pooling, purchasing, processing of milk and
milk products primarily of the Members and also of others,
marketing of the same and to deal in activities that are part of
or incidental to any activity related there.

3. Continues …….
In this research study descriptive research design was
selected using non-probability convenience method of
sampling. 200 samples were selected from the population. The
data collection tool was structured questionnaire. It uses
primary data and secondary data for industry profile and
literature review. In this research study data analysis was
made by using charts, percentage. Also statistical techniques
one way ANOVA was used to test hypothesis.
Among the total respondents half of them were consuming
packed milk and the rest prefers loose milk. It was found that
milk availability and quality were good in packed milk
according to respondents. In other hand respondent likes
packed milk than loose milk and their first preference also.

4. INTRODUCTION
Brand
A brand is a distinguishing symbol, mark, logo, name, word,
sentence or a combination of these items that companies use
to distinguish their product from others in the market. Legal
protection given to a brand name is called a Trademark.

5. Brand preference
Brand preference reflects a desire to use a particular company's
product or service even when there are equally-priced and
equally-available alternatives. In fact, more often than not, brand
preference indicates a desire to seek out a specific product or
service even when it requires paying more or expending more
effort to obtain it! Brand preference is important to companies
because it provides an indicator of their customers' loyalty, the
success of their marketing tactics, and the strength of their
respective brands.
There has been a long standing interest from marketers to
understand how consumers form their preferences toward a
specific brand. Brand preference is closely related to brand choice
that can facilitate consumer decision making and activate brand
purchase. Knowing the pattern of consumer preferences across
the population is a critical input for designing and developing
innovative marketing strategies

6. A CONCEPTUAL FRAMEWORK FOR BRAND
PREFERENCE
Based on the preceding discussion, a conceptual model is
developed that links brand experience and brand preference. It
considers the basic antecedents of brand preference and the
direct or indirect impact of brand experience on brand
preference. The proposed model has five constructs: the brand
experience , brand associations, brand personality , human
personality, and brand personality (figuer1.1)

7. A CONCEPTUAL FRAMEWORK FOR BRAND
PREFERENCE
Based on the preceding discussion, a conceptual model is
developed that links brand experience and brand preference. It
considers the basic antecedents of brand preference and the
direct or indirect impact of brand experience on brand
preference. The proposed model has five constructs: the brand
experience , brand associations, brand personality , human
personality, and brand personality (figuer1.1)

8. Figure No: 1.1
Figure Name: Brand Preference Of Process

9. STRATEGIES TO INCREASE BRAND PREFERENCE
Branding
One of the most critical and basic long-term objectives of
marketing is to brand your company or product. This is the use
of promotional techniques to create a particular reputation that
resonates with target customers
Research
One of the most critical and basic long-term objectives of
marketing is to brand your company or product. This is the use
of promotional techniques to create a particular reputation that
resonates with target customers. Lexus has developed itself as
a luxury and status car brand for people with upper-middle to
upper class incomes. Target is a value-oriented retailer of
fashion, apparel and home goods. Wal-Mart has built its brand
on low prices
Cont…..

10. Emphasize Benefits
Turning a habitual or routine buyer into an emotionally
attached, loyal customer with a strong brand preference is
largely based on the customer's sense of value.
Understanding your target market's preferred product or
service features and benefits helps you optimize your offering
and promote a product concept that meshes with the market's
interest. As a premium coffee shop, for instance, your
customers may prefer benefits such as taste quality, premium
coffee beans, and fast customer service.
Engagement
"Engagement" has become a hot buzz word in early 21st
century brand development. This is the use of more direct,
interactive forms of communication with customers. Personal
selling, email and and telemarketing are common, traditional
forms of interpersonal communication. Social media, such as
Twitter and Facebook, have significantly broadened the
concept and importance of brand engagement. Customers
move quickly and exchange experiences with others in these
real-time social venues.

11. DAIRY INDUSTRY AT GLOBAL LEVEL
the global dairy industry is expected to reach USD 505 billion by
2017at a compound annual growth rate (CAGR) of 5 percent. it is
also expected that milk volumes in the period will more or less grow
at the same rate. milk, cheese, and yogurt are major segments of the
global dairy market, and will account for a major share of the dairy
produce. the cheese and yogurt segment is touted to grow at a
slightly faster pace than the traditional categories, primarily due to the
increased demand from emerging markets. the developed markets of
USA and western Europe hold the largest share of the global dairy
market, while brazil and the apac countries – considered as emerging
dairy markets – have the highest market growth rate in the coming
years. these emerging markets are the major drivers for dairy market
expansion. the demand for dairy products in these markets will
continue to grow, driven by population growth, rising income levels,
urbanization, and change in dietary patterns, especially in developing
countries such as china and India. however

12. DAIRY INDUSTRY IN INDIA
India is the largest producer and consumer of milk in the world.
The Indian dairy sector is characterized by a very large number
of small herds. Production of milk from buffaloes exceeds that of
cows, which are considered sacred by Hindus. India has an
extensive government supported dairy cooperative structure.
Milk from the small herds is collected by the cooperatives with
centralized cooling facilities and transported to the end-users in
urban centers. Most of the milk produced (over 80%) is
distributed as liquid milk for home consumption or
manufacturing of traditional products like ghee, paneer and
mithais. From burfi to kulfi, from kalakhand to shrikhand, from
yogurt to ice creams extend the delectable world of Indian milk
delicacies India surpassed the US in 1998 with a production of
92 million tonnes to become the largest milk producing country
in the world. In 2006, India's milk production crossed 100 million
tonnes, representing 15% of world milk.

13. DAIRY INDUSTRY IN GUAJRAT
Dairy industry has developed on co-operative lines in Gujarat
and it has shown the way of developing dairy industry on co-
operative lines to other states. In our country, however the milk
producer co-operative got momentum in Gujarat, with the
organization in 1946, of the Kaira District Co-operative Milk
Producers’ Union Ltd. (KDCMPUL) is called Amul Dairy situated
at Anand. Since, then district followed this pattern of organizing
with co-operative in Gujarat particular, and across the country.

14. Continues …….
Milk Producers' Unions In Gujarat
1. Kaira District Co-operative Milk Producers' Union Ltd., Anand
2. Mehsana District Co-operative Milk Producers' Union Ltd, Mehsana
3. Sabarkantha District Co-operative Milk Producers' Union Ltd.,
Himatnagar
4. Banaskantha District Co-operative Milk Producers' Union Ltd.,
Palanpur
5. Surat District Co-operative Milk Producers' Union Ltd., Surat
6. Baroda District Co-operative Milk Producers' Union Ltd., Vadodara
7. Panchmahal District Co-operative Milk Producers' Union Ltd., Godhra
8. Valsad District Co-operative Milk Producers' Union Ltd., Valsad
9. Bharuch District Co-operative Milk Producers' Union Ltd., Bharuch
10. Ahmedabad District Co-operative Milk Producers' Union Ltd.,
Ahmedabad
11. Rajkot District Co-operative Milk Producers' Union Ltd., Rajkot
12. Gandhinagar District Co-operative Milk Producers' Union Ltd.,

15. PESTEL ANALYSIS IF DAIRY INDUSTRY
Political Factor
The dairy sector in India has traditionally been highly
regulated. The government projects and programs in place for
enhancing dairy development include subsidies for developing
infrastructure for milk processing and testing. The Clean Milk
Production Programs is a centrally sponsored scheme that is
being implemented by the State Department of Animal
Husbandry.
Economic
The most obvious economic factor affecting the dairy industry
would purchasing power in the economy as a whole. Milk and
its most basic form is considered an essential product and
people still make an effort to purchase milk regardless of their
cash position. As a result, the sales of milk would not be
significantly hit in case of a reduction in a family income,
Increase in purchasing power however can lead to an increase
in the acquisition of pets such a dogs and cats and their
spending on these pets will increase.

16. Sociological
A social factor that could affect the dairy industry is
growing concerns over halal food in regions where
Muslims are in a majority. This is because Muslims
don't consume products that they don't believe to be
halal, so if a dairy product manufacturer is considering
to expand into a Muslim-Majority region it must take
care of this issue before it considers entering such a
market.
Technological
Technology has made it possible for dairy
manufacturers to market several different kinds of
dairy products, along with several variants of
these products at a very low cost. A main factor in
the upward trend of the dairy industry has been
the pace with which technological advances have
been embedded into farming practices,

17. Environmental
The dairy industry is heavily dependent on the health and
availability of livestock. Plagues, epidemics and other
diseases affecting the livestock, more specifically cattle, will
reduce the quality of milk and supply will be adversely
affected if the livestock is killed off.
Legal
most countries require all food and beverage
manufacturers, including dairy manufacturers, to display
complete nutritional information of all their products very
clearly on the product labels. This includes calorie
counts, serving sizes, number of servings per container
as well as nutrient information.

18. MAJOR OFFERING OF DAIRY INDUSTRY
 The Product Range
 Cheese,
 Flowerer Milk
 Maahi Cool
 Drink Health
 Maahi Dahi
 Maahi chaas
 Maahi cow Ghee
 Maahi Sweet
 Maahi Milk

19. ABOUT MAAHI MILK
Founded in the year 2013 at Rajkot (Gujarat, India),
we “Maahi Milk Producers Company Limited”
are a leading manufacturer, trader and supplier of the best
class Milk Powder, Pure Ghee, Fresh Milk, Fresh Curd,
Fresh Sweet and Fresh Butter. Since our inception, we
are private Limited Company and undertake the business
of pooling, purchasing, processing of milk and milk
products primarily of the Members and also of others,
marketing of the same and to deal in activities that are
part of or incidental to any activity related thereto. We
have established a well functional and spacious
infrastructural unit where we process milk and milk
products in large quantity. We are committed to supply
safe and high quality milk and milk products to satisfy our
customers.

20. SWOT ANALYSIS
Strengths
 Maahi Dairy Limited employees are very helpful for distribution
 Strong market presence.
 Best quality of goods.
Weaknesses
 Quality of Milk is not maintained at times.
 Distributors are not satisfied sometimes for scheduling time to time
delivery.
Opportunities
 Maahi Milk Limited has opportunities to launched new product in the
market like butter, cheese, pannier, Ice-creams, sweet etc.
 Maahi Milk launched new product in market recently Flavoured Milk.
Threats
 Highly competitive market against local and Indian market.

21. REVIEW OF LITERATURE
Anjali Sharma,Shruti ,Bhola,ShwetaMalyan and NehaPatni
(2013) study was carried out to find out the brand preference
and its impact on buying behavior of women consumer for
beauty care products in Delhi region. They have focused that the
buying behavior of consumer in relation to beauty products. The
found that the brand ambassadors are least measured when
they purchase beauty care products and price and brand image
of products are two majorly elected features affecting their
preference for selecting a particular brand.
Aaker (1991) carried study on particularly interesting about
brand preferences. While defined about the brand preferences, a
series of three experiments showed good empirical results for
the proposed structural model. Accordingly consumers' brand
attitude is more favorable and their intentions to view the ad
again and purchase are enhanced. For the affective route, the
positive affect engendered upon viewing creative ads affects
downstream ad processing and response variables by (1)
indirectly affecting consumers' desire to postpone closure (2)
directly transferring to brand attitude and intention to view the ad
again

22. Continues ……
Rangarajan et al (1980) analyzed the economics of milk production from
cross-breed cows and nondescripts in terms of yield, cost of milk
production. The main finding of the study was that cross breeds forced
for better than local ones in all the aspects Boopathiraj (2005) concluded
that the satisfaction of the members could be increased by making
arrangement for the members to visit different leading and successful
performance of milk producers co-operative societies.
Elumalai (2005) analyses that India had revealed comparative
advantage to export milk powder and butter in the market of SAARC
countries. At the global level, India had comparative disadvantage in the
export of milk powder, butter, cheese and curd. Jesse Edward et al
(2006) discussed that India’s main system of dairy productions involves
a smallholder production system in which most of the milk produced is
consumed on the farm or distributed through informal

23. Continues ……
Paul N. Bloom (2006) The authors used a market-research
technique called conjoint analysis to help managers evaluate the
relative benefits of various types of affinity marketing programs,
including sponsorship of social causes, sports or entertainment
events. Conjoint analysis involves creating a variety of
hypothetical brand profiles that contain combinations of brand
attributes; by asking consumers to rank the profiles, researchers
can gain insights into how different brand attributes affect
consumer’s preferences. In several experiments, the authors used
conjoint analysis to examine how consumer’s responses to a
brand of beer, milk or juice would be affected if the brand had a
marketing affiliation with a social cause or with a sport or
entertainment event
Ravichandran.and G. Arumugasamy (2013) the researcher
indicated it is a positive sign for Local and National brands. They
can promote their products by effective advertising, improved
quality and by keeping a check on the price. (C. Jothi Mary 2013)
said that marketing concept starts with the consumer needs and
behavior in meeting these needs. Therefore every person
depends on basic needs. The real problem is to learn what a
customer takes into consideration when he chooses a particular
brand. Such a study is concerned with consumer behavior

24. PROBLEM STATEMENT
Brand preference is an attempt to understand and predict human
action is buying decision. This action can play great role. To know the
factors which affect Maahi as selecting brand and understanding
consumers having problem of brand preference again its
competitors. Packed milk dairy industry in India is fastest growing
and expanding. Hence, the research is undertaken as “A study
brand preference packed milk among urban consumer “in
Maahi milk”.
RESEARCH OBJECTIVE
 To study the factors infusing preference of packed milk among urban
consumers
 To analyze the reason for shifting from loose milk
 To measure satisfaction on packed milk in comparison with loose
milk urban consumer
 To analyze reason for preference packed milk
 To know preference among brand of packed milk of urban consumer
 To evaluate the experience of usage current brand of packed milk
 To know reason for buying loose milk

25. SOURCES OF DATA COLLECTION
This study uses both primary and secondary data. Primary data
were collected from the respondents via questionnaire.
Secondary data collected from various secondary sources like
websites, and research articles.
DATA COLLECTION METHOD
Generally there are two types of data collection and they are:
Surveys: Standardized paper-and-pencil or phone questionnaires
that ask predetermined questions.
Focus groups: Structured interviews with small groups of like
individuals using standardized questions, follow-up questions, and
exploration of other topics that arise to better understand
participants
This study uses Survey as the method of data collection from the
respondents.
DATA COLLECTION TOOL
This study uses Structured Questionnaire as the tool of data
collection.

26. RESEARCH DESIGN
A Research design is purely and simply the framework of plan for a
study that guides the collection and analysis of data. study brand
preference packed milk among urban consumer . The study
design is descriptive in nature. There are three major types of
research design: Descriptive and effect research design.
Descriptive Research Design
Descriptive study is a fact-finding investigation with adequate
interpretation. It is the simplest type of research and is more specific.
Mainly designed to gather descriptive information and provides
information for formulating more sophisticated studies.
This study uses Descriptive Research Designas its fact finding
investigation which deals with answer of questions like what, why,
when, and where, etc… It provides descriptive information relevant
to study.

27. SAMPLING PLAN
Population: All the people who live in Surat city
using packed milk are part of population of the study.
Sampling Technique: this study uses non-probability,
convenience sampling method.
Sample Size: 200 sample sizes selected for this study.

28. TOOL FOR ANALYSIS
This study uses Simple Percentage, ANOVA, with the help
of SPSS as software package for the analysis of data.
LIMITATIONS OF THE STUDY
The analysis has been carried out based upon the
information collected from the respondents. Samples may
not be true representatives of population.
The results of study applies more specially to the packed
milk consumers’ in Surat city and cannot be generalized for
other area.
Respondents may provide biased information cannot reflect
true results.

29. Personal Profile
Age Respondents
18-25years 70
25-40years 107
40-60years 20
More than 60 years 3
Gender Respondents
Male 145
Female 55
Education Respondents
Undergraduate 104
Graduate 44
Post graduate 52
Annual income Respondents
less than,1,00,000 59
1,00,000-3,00,000 41
3,00,000-5,00,000 71
more than 5,00,000 29

30. Do you buy packed milk?
[ ] Yes [ ] No
75.5%
25.5%
YES NO

31. Which size of packed milk do you buy daily?
[ ] 250 ml [ ] 500 ml
[ ] 1 lit. [ ] more than 1 lit.
23.17%
43.70%
19.20%
13.90%
250 ml 500 ml 1 lit more than 1 lit

32. Which of following factor did you considered as important while buying
packed?
[ ] Milk quality [ ] Thickness
[ ] Milk taste [ ] Milk availability
[ ] Packaging [ ] Milk price
90.07
62.91
32.45
20.53
58.94 56.95
0.00
10.00
20.00
30.00
40.00
50.00
60.00
70.00
80.00
90.00
100.00
No of Respondents (%)

33. Have you ever consumed loose milk?
[ ] Yes [ ] No
50%
50%
Yes No

34. If yes, state reasons for shifting from loose milk to packed milk:
[ ] Poor quality [ ] Inconsistent quality
[ ] Price do not justify the quality [ ] Better alternatives available
[ ] Lack of standardisation (B.F, SNF, HTST, UHT)
0% 20% 40% 60% 80% 100%
poor quality
inconsistent quality
poor do not justifiy the quality
better altrenatives available
lack of standardistion(B.F,…
10.7
14.7
34.7
18.7
21.3
no of respondent

35. Sr.
No
.
Particulars Packed Milk Loose Milk
5 4 3 2 1 5 4 3 2 1
1 Milk availability
2 Milk quality
3 Milk taste
4 Standardisation(S
NF,BF)
5 Price against
offering
6 No bacteria
Rate your level of satisfaction of using packed milk and loose
milk on following criteria and scale?
(5-highly satisfied, 4-satisfied, 3- neutral, 2- dissatisfied, 1-
highly dissatisfied)

36. 0
100
Milk availability
Milk quality
Milk taste
Standardisation(SNF,
BF
Price against offering
No bacteria
57
46
35
25
38
39
26
30
22
24
15
15
13
20
32
28
27
15
2
4
10
20
13
20
2
0
1
2
6
11
Highly Satisfied Satisfied
Neutral Dissatisfied
Highly Dissatisfied
Level of satisfaction of packed milk
(%)

37. 0
50
100
Milk availability
Milk quality
Milk taste
Standardisation(SNF,BF
Price against offering
No bacteria
46
33
20
15
20
16
33
26
21
14
13
10
15
28
40
36
24
21
3
9
17
28
31
30
3
4
3
7
12
23
Highly Satisfied Satisfied
Neutral Dissatisfied
Highly Dissatisfied
Level of satisfaction of loose milk (%)

38. The following statement describes your preference for
packed milk, rate on following scale:
Sr.
No.
Particulars No of respondents
5 4 3 2 1
1 I like packed milk than loose milk.
2 I preferred packed milk than loose
milk.
3 I would use packed milk than loose
milk.
4 When it comes to making a
purchase packed milk is my first
preference.
5 When it comes to making a
purchase packed milk is my first
preference.

39. 69.5
17.2
35.1
28.5
33.8
14.6
49.7
17.2
23.2
16.6
12.6
30.5
35.1
29.1
20.5
0.7
2.6
9.3
17.9
21.9
2.6
0.0
3.3
1.3
7.3
0.0 20.0 40.0 60.0 80.0
I like packed milk than
loose milk.
I preferred packed milk
than loose milk.
I would use packed
milk than loose milk.
When it comes to
making a purchase
packed milk is my first
preference.
When it comes to
making a purchase
packed milk is my first
preference.
Strongly Disagree Disagree
Neutral Agree
Strongly Agree

40. Which of following brand of packed milk that you have purchase?
[ ] Amul /Sumul [ ] Maahi milk
[ ] Rajhans milk [ ] Sataral milk
[ ] Dudhsagar [ ] Saras
27.7
26
20.4
4.8 6
14.7
0
5
10
15
20
25
30

41. Circle the number which describe since how long you are buying packed
milk (In year)?
1 2 3 4 5 6 7 8 9 10+
0
5
10
15
20
25
30
35
40
1 2 3 4 5 6 7 8 9 10+
5
8
11
7
5
4
26
11
9
15
No of respodent

42. Rate your preference for following packed milk brand on following
scale:
(5-most preferred, 4-preferred, 3-neutral, 2-least preferred, 1-not
preferred
78.1
39.7
34.4
11.2 10.5
7.2
12.5
31.1
15.2 15.8
9.2
11.2
5.96
23.8
38.4
23.8
20.5
13.9
2.64 1.9
5.9
41.7
23.8
20.5
0.66
3.3 5.9 7.9
35
47
0
10
20
30
40
50
60
70
80
90
Most preferred Preferred Neutral
Least preferred Not preferred

43. Rate the following statement that describes your
purchase experience of packed milk on following scale:
73.5
16.6
7.9
0.0
2.0
19.9
33.8
43.7
2.0
0.7
31.1
18.5
19.9
21.9
8.6
0.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
80.0
Strongly Agree Agree Neutral Disagree Strongly
Disagree
1 The brand of packed milk satisfaction
the need of nutrition & vitamin
2 This brand is most consideration on its
quality of milk than any other brand
3 If can’t think of changing my current
brand of packed milk

44. How likely are you ready to buy packed milk in future?
[ ] Very likely [ ] somewhat likely
[ ] Neutral [ ] somewhat unlikely
[ ] Very unlikely
45%
16%
25%
4%
10%
Very likely Somewhat likely
Neutral Somewhat unlikely
Very unlikely

45. HYPOTHESIS TESTING BY USING ONE WAY ANOVA
Significant difference between annual income and packed milk
Particular Groups Sum of
Squares
df Mean Square F Sig.
milk availability Between
Groups
1.401 3 .467 .543 .653
Within Groups 126.374 147 .860
Total 127.775 150
milk quality Between
Groups
1.654 3 .551 .696 .556
Within Groups 116.518 147 .793
Total 118.172 150
milk taste Between
Groups
.348 3 .116 .103 .958
Within Groups 165.082 147 1.123
Total 165.430 150
standardisation Between
Groups
1.854 3 .618 .476 .700
Within Groups 189.639 147 1.299
Total 191.493 150
price of against
offering
Between
Groups
3.748 3 1.249 .766 .515
Within Groups 239.695 147 1.631
Total 243.444 150
no bacteria Between
Groups
7.302 3 2.434 1.152 .330
Within Groups 310.447 147 2.112
Total 317.748 150
H0 : There are no difference in packed milk of consumer users belonging to different
annual income .
H1 : The packed milk of users belonging to at least one annual income different

46. Significant difference between preference for packed milk and
educational qualification
Particular Groups Sum of
Squares
df Mean Square F Sig.
I like packed milk Between
Groups
.675 2 .337 .387 .680
Within Groups 128.994 148 .872
Total 129.669 150
I preferred packed milk Between
Groups
.165 2 .082 .148 .863
Within Groups 82.643 148 .558
Total 82.808 150
I would use packed milk Between
Groups
1.060 2 .530 .405 .668
Within Groups 193.695 148 1.309
Total 194.755 150
when it comes to making Between
Groups
.346 2 .173 .136 .873
Within Groups 188.011 148 1.270
Total 188.358 150
I preferred to my any Between
Groups
23.188 2 11.594 6.906 .001
Within Groups 248.481 148 1.679
Total 271.669 150
H0 = There is no difference in preference for packed milk consumer belonging to different
H1 = The of in preference for packed milk consumer using to at least one of group is preference for packed different

47. Findings
 It was found from the study that Majority (75%) of the respondents were buying packed milk
 It was found that 44% of respondents were consuming 500ml packed milk.
 It was found that majority 91% of the respondents were influenced by factors milk quality for
buying the packed milk.
 It was revealed that 50% of the respondents consumed loose milk.
 It was found that 35% respondents has stated the reason as price do not justify the quality of
milk for shifting from loose milk to packed milk.
 It was revealed that Majority 57% respondents were highly satisfied with milk availability and
2% respondents were dissatisfied with the same.
 It was found that 70% of the respondents were strongly agreed for more preference towards
amul packed milk than rest of the milk company, 2% respondents were disagree to the
preference for packed milk.
 It was revealed that 28% of the respondents were purchasing Amul/sumul brands of packed
milk
 It was found that 26% of the respondents were buying packed milk from 7 years
 It was revealed that 41% of the respondents were using current brand Amul/sumul.

48. CONCLUSIONS
The study “Brand Preference of Milk among urban consumer”
determines how far the consumers are satisfied with the overall
performance of the branded packed milk producers. Now the
dairy industry is facing tremendous competition and many
private companies enter into this field. In order to sustain in the
market by giving better service, a company should always try to
find out the satisfaction level of the consumers and should take
all necessary steps and measures to retain the customers.
It can be concluded from the study that respondents stated most
important factors milk quality and milk availability of buying
packed milk. The level of satisfaction is highly satisfied price
against offering and milk availability using packed milk and loose
milk. They were strongly agreed that they liked packed milk than
loose milk. The study found that respondent’s preferred
Amul/Sumul brand of packed milk.

49. Recommendations
 Majority of the respondents said that the quality of the products will
makes them to purchase the packed milk consistently. So the
companies should consider the quality of the packed milk.
 It was found that majority of respondents stated that while buying
packed milk quality, and milk availability factors are important.
Hence, it is recommended that company should match quality
standards with leading brands in industry and also improve its
availability in market.
 It was also found that respondents were not suing packed milk
because of reasons like better quality in loose milk, quality at its best
price. Hence, it can be recommended to company that company can
improve it quality and offered it at affordable prices

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