IRACST- International Journal of Research in Management & Technology (IJRMT)
Vol.1, No.2, December 2011
Socio Economic Stipulation of the Consumers of
Flavored Milk
Dr. P.RAJA, P. KANNAN, G. ARIVU SELVAM
Department of Management Sciences,
Velammal Engineering College,
Chennai, Tamilnadu, India.
Abstract - A successful product ensures its own promotion, if it
satisfies the needs of consumer and each firm wants to identify its
product through brand names. Preference of brand depends
upon the consumer's brand perception about the product.
Packaging and labelling are inseparable and are closely related to
branding. For the present study, the consumers were asked to
reveal their preference towards various brands of flavoured milk
products such as Aavin, Amul, Britannia, Nestle, Heritage,
Arokia and they were also asked to rank the factors influencing
them to purchase a particular brand. The present study is
confined to Chennai city in Tamilnadu. It is an empirical study
which is primarily concerned with brand preference for
flavoured milk. This study also extends to analyse the brand
satisfaction level and which brand of flavoured milk purchase by
the consumers mostly. 120 respondents were selected by adopting
simple random techniques and were interviewed for the study.
The main source of data for the study was primary data with the
help of well structured interview schedule. The data and
information collected pertains to the month of August 2011 October 2011. The descriptive statistics, frequency analysis mean
score, ANOVA and Chi-square were carried out to draw
meaningful interpretations.
Key words: Flavoured
Satisfaction, Brand preference
Milk,
ANOVA,
Chi-Square,
I. INTRODUCTION
Consumers' satisfaction is the vital aim of any big business
concern. Merely selling the product should not alone be the
objective of the business. They must concentrate on how to
satisfy the consumers regarding all aspects of the product such
as price, quality, utility derived, package etc. No sales can be
effective without knowing the desires and needs of consumers.
Manufacturers' must collect as much information as possible
from the consumers relating to their tastes and preferences
towards different products. Then only they can design and
make products up to the expectation of the consumers'. A
successful product ensures its own promotion, if it satisfies the
needs of consumer and each firm wants to identify its product
through brand names. Preference of brand depends upon the
consumer's brand perception about the product. Packaging and
labelling are inseparable and are closely related to branding.
Flavored milk is packed with nutrients that make it
nutritionally superior to soft drinks and fruit drinks. Flavored
ISSN: 2249-9563
milk is simply white cow's milk, with a little added flavoring
and sweetener. It's available in numerous flavors, including
chocolate, strawberry, banana, and root beer, from whole to
fat-free varieties. Flavored milk is a nutrient-rich package
providing the same nine essential nutrients as white milk
including, calcium, potassium, phosphorus, protein, vitamin D,
vitamin A, vitamin B12, riboflavin and niacin (niacin
equivalents). Milk's nutrients, especially calcium, are
necessary for developing strong bones and teeth. And, milk
provides three of the five nutrients that fall short in children's
diets, as identified in the 2005 Dietary Guidelines for
Americans, including calcium, potassium and magnesium.
Each 8-ounce serving of milk — plain or flavored — provides
300 mg of calcium, about one-third to one-fourth of the daily
calcium requirement for children.
Brand preference of consumer may be determined by
various factors. In present context, there are different types of
the consumer facing problems at the time of making purchase.
Consumers generally prefer the brand by considering its
quality and availability. Here brand preference of flavoured
milk product consumer is analysed. People can choose any
brand they like according to their tastes and needs. Thus the
consumers are given more importance today. For the present
study, the consumers were asked to reveal their preference
towards various brands of flavoured milk products such as
Aavin, Amul, Britannia, Nestle, Heritage, Arokia and they
were also asked to rank the factors influencing them to
purchase a particular brand.
II. IMPORTANCE OF CONSUMER BEHAVIOUR
The relevance and importance of understanding the
consumer behaviour is rooted in the modern marketing
concept, it means that the manufacturers' attention has
switched over from the products to the consumers and
specially concentrated on the consumer behaviour, the
manufacturers possess no control over the behaviour of
consumers. The marketing programmes and policies depend
upon the consumer behaviours. If one makes out the marketing
programme neglecting the consumer behaviour, one will
naturally invite failure. A careful study of consumer behaviour
will facilitate the marketer in determining the size, form, style,
colour, package, brand etc. Consumer behaviour is dynamic.
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IRACST- International Journal of Research in Management & Technology (IJRMT)
Vol.1, No.2, December 2011
Therefore, it is necessary to continuously study, analyse and
understand it and monitor this understanding to the marketing.
So that effective decision can be taken in respect of product,
price, promotion and distribution. Hence, it is the duty of
business concern to study various factors to understand the
behaviour of consumers.
A review of qualitative consumer research conducted in
2005 by NDC suggests both health professionals and parents
would encourage their child to drink flavored milk when away
from home because the overall goodness of milk simply
outweighs any concerns with sugar. A quantitative survey of
more than 4,000 moms found that 92% are comfortable with
their child drinking chocolate or flavored milk with their
school lunch. Within the same survey, 83% of moms would
prefer for their children to drink flavored milk as opposed to
soft drinks at school and 84% knew that flavored milk and
unflavored milk have approximately the same nutritional
value. The positive attitudes of both parents and health
professionals toward flavored milk and encouragement of its
consumption can be conducive to helping children meet dairy
food intake recommendations.
Consumer acceptance of a food product can be defined as
the experience characterized by a positive attitude toward the
product; and/or actual utilization of food by consumers
(Resurreccion, 1998). Appearance is commonly used by
consumers to infer food product quality; frequently this is the
only cue available, especially at the moment of purchase
(Schröder, 2003). Many food industries would like to get
opinions from young consumers. The fact is that in the modern
world, members of families have alternated rolls, increasing
the number of working parents. These parents, who once
controlled the food that was bought in the house, are
allowing their children to make more decisions when food
is concerned (Rodriguez, 2001).
III. LITERATURE REVIEW
Jagdish Kunte in a case study on Instant Coffee Market
conducted with the objective to analyse the impact of
marketing strategies adopted. They have concluded that higher
promotional expenditure, better quality, strong brand loyalty,
satisfying the consumer expectations were the reasons for
higher sales.
Sanjaya Gaur .S and Shaiesh .J in their study of Buying
Behaviour for branded fine rice have selected Chennai and
Coimbatore cities of 200 households from Chennai city and
250 households from Coimbatore city by simple random
sampling method. They frame with the objective to know the
factors influencing brand and level of satisfaction in the
purchase of branded fine rice. They could be inferred that the
quality and the brand image were ranked as the major factors
for brand preference.
Chidambaram. K. and Ganeshan.S., conducted a study on
Brand Preference of Talcum Powderwith an objective to
ascertain the Brand Loyalty of Talcum Powder Consumers.
They have concluded in their study that 60% of the sample
ISSN: 2249-9563
respondents have not changed their brands whereas the
remaining 40% of the sample respondents have changed their
brands. The study also reveal that among the factors
influencing brand preference of Talcum powder, fragrance
ranked first, followed by brand image.
Ravichandran .K and Narayanarajan .S, conducted a study
on “Factors Determining the Brand Preference of TV-with
Special Reference to Thoothukudi District in Tamilnadu”.
They selected 125 sample respondents decided arbitrarily.
This study was conducted with the objectives of the factors
influencing brand preference of buyers of TV and the
relationship between socio-economic characteristics of buyers
the TV and brand preference. They found that quality is the
most important factor influencing the brand preference of TV.
Apoorva Palka conducted a study on 'Consumers
Preferences in purchase of Ready to Eat snacks - Branded
Potato chips, with the objective of analyzing the behaviour of
customers in purchase. Nearly 60% of the consumers prefer
particular brands. The most striking difference is felt in the
age group of 15.25. Overall 50% of the consumers demand is
inclined to spicy flavoured chips. 66% of the consumers
purchase products at least once a week.
IV. OBJECTIVES OF THE STUDY
• To study the socio economic condition of the consumers
towards flavoured milk.
• To study the satisfaction level of the various attributes of
the flavoured milk.
• To identify which of the brand consumed most.
V. SCOPE OF THE STUDY
The scope of the study restricts itself to the analysis of
consumer preferences, perception and consumption of
Flavoured Milk. It is also restricts itself to Chennai region
only.
VI. METHODOLOGY
The present study is confined to Chennai city since it is the
predominating trade centre in Tamilnadu. It is an empirical
study which is primarily concerned with brand preference for
flavoured milk. This study also extends to analyse the brand
satisfaction level and which brand of flavoured milk purchase
by the consumers mostly. Due to limitation of time only 120
respondents were selected by adopting simple random
techniques and were interviewed for the study. The main
source of data for the study was primary data with the help of
well structured interview schedule. Hence, the chances of
unbiased information are less. The data and information
collected pertains to the month of August 2011 - October
2011. The descriptive statistics, frequency analysis mean
score; ANOVA and Chi-square were carried out to draw
meaningful interpretations.
VII. HYPOTHESIS OF THE STUDY
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IRACST- International Journal of Research in Management & Technology (IJRMT)
Vol.1, No.2, December 2011
1. There is no significant relationship between the age and
brand preference of flavoured milk product consumers.
2. There is no significant relationship between the gender
and brand preference of flavoured milk product consumers.
3. There is no significant relationship between the
education and brand preference of flavoured milk product
consumers.
4. There is no significant difference between the attributes
of the flavored milk.
VIII. RESULTS AND DISCUSSION
The general and socio-economic characteristics of
consumers were analyzed and the results are presented below.
TABLE-1: FREQUENCY TABLE OF AGE OF THE CONSUMERS
The frequency table of educational qualification were
analysed in Table-3. The majority of consumers (49.17 per
cent) were postgraduates and about 30 per cent of consumers
were under-graduates.
TABLE-4: FREQUENCY TABLE OF MONTHLY INCOME
Income(Rs)
Number
Per Cent
0-5000
102
85.00
5001-10000
10
8.34
10001-15000
4
3.33
> 15000
4
3.33
Source: Computed Data
The monthly income of the consumers were analysed in
Table-4. The monthly income of consumers were ranging
from Rs. 0-5000(85 per cent) followed by Rs.500010000(8.34 per cent).
Age
Number
Per Cent
< 20 Years
16
13.33
TABLE-5: FREQUENCY TABLE OF MARITAL STATUS
21-30 Years
77
64.16
Marital Status
Number
Per Cent
31-40 Years
14
11.67
Married
55
45.80
41-50 Years
8
6.67
Unmarried
65
54.20
> 51 Years
5
4.17
Source: Computed Data
Source: Computed Data
The age of the flavored milk consumers were analysed in
Table-1. The results indicated that the majority of the
consumers (64.16 per cent) were the age group of 21-30 years
followed by less than 20 years and 31-40 Years.
TABLE-2: FREQUENCY TABLE OF GENDER The marital status of the consumers were analyzed in
Table-5. 45.80% of the consumers are married and remaining
are unmarried.
TABLE-6: FREQUENCY TABLE OF FAMILY SIZE
Family Size
Number
Per Cent
<3
30
25.00
Gender
Number
Per Cent
4-6
85
70.83
Male
79
65.80
>6
5
4.17
Female
41
34.20
Source: Computed Data
Source: Computed Data
The gender of the flavored milk consumers were analysed
in Table – 2. About 45.80 per cent of were married while 79
per cent were males.
The family size of the consumers were analysed in Table6. About 70.83 per cent of the consumers have a family size of
4-6 members followed by less than 3 members (25.00 per
cent).
TABLE-7: FREQUENCY TABLE OF CONSUMPTION OF
FLAVORED MILK
TABLE – 3: FREQUENCY TABLE OF EDUCATIONAL
QUALIFICATION
Educational Qualifications
Number
Per Cent
Secondary
8
6.66
Higher Secondary
12
10.00
UG
36
30.00
PG
59
49.17
Others
5
4.17
Source: Computed Data
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Drink Flavored Milk
Number
Per Cent
Yes
120
100
No
0
0
Source: Computed Data
The consumption of flavored milk consumers were
analysed in Table-7. `100% of the consumers are drink
flavored milk.
The frequency of market visit by consumers was analyzed
and the results are presented in Table-8. The results indicated
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IRACST- International Journal of Research in Management & Technology (IJRMT)
Vol.1, No.2, December 2011
that about 35.84 per cent of consumers occasionally visited the
market followed by fortnightly (30 per cent) and about 28.33
per cent of the consumers visited the market at least monthly
once.
TABLE-8 FREQUENCY OF VISITING THE MARKET
Frequency
Number
%
Weekly
6
5.00
Fortnightly
36
30.00
Monthly
34
28.33
Occasionally
43
35.84
Others
1
0.83
Total
120
100.00
Source: Computed Data
The frequency of flavored milk brand consumed by the
consumers was analyzed and the results are presented in
Table-9. The results indicated that about 26.66 per cent of
consumers consumed Amul brand followed by Heritage (25.83
per cent), Britannia (30 per cent), Nestle (14.16 percent) and
about 7.3 per cent of the consumers consume the Arokia
brand.
Arokia
9
7.5
Sakthi
0
0
K.S
0
0
Total
120
100.00
Source: Computed Data
The satisfaction level of the brand of flavoured milks are
noticed by the consumers were analyzed by computing mean
score and the results are presented in Table-10. In overall, the
brand of the flavoured milks’ taste, colour, flavour, package,
availability, price, good quality, and thickness were satisfied
with the consumer. The results also indicated that noticing of
flavoured milks taste was highly satisfied, and flavour,
package, availability, price, good quality, thickness was
satisfied while colour of the flavoured milk was neither
satisfied nor dissatisfied.
TABLE – 10 SATISFACTION SCALE FOR BRAND OF FLAVORED
MILK’S ATTRIBUTES
Attributes
Weighted
average
Taste
4.7
Colour
2.8
TABLE – 9 FREQUENCY OF BRAND CONSUMED:
Status
Highly Satisfied
Neither Satisfied Nor
Dissatisfied
Brand Name
Frequency
percentage
Flavor
3.7
Satisfied
Amul
32
26.66
Package
3.6
Satisfied
Britannia
31
25.73
Availability
3.5
Satisfied
Nestle
17
14.16
Price
3.7
Satisfied
Heritage
31
25.83
Good Quality
3.7
Satisfied
Nandini
0
0
Thickness
3.5
Satisfied
TABLE - 11. ATTRIBUTES OF THE FLAVORED MILK – ANOVA
Source
Sum of
Squares
d.f
Mean
Squar
e
680.584
119
5.719
Betwe
en
Items
3716.187
18
206.45
Resid
ual
1652.537
179
6
.920
5368.725
181
4
2.983
6049.309
193
3
3.184
Between
People
Within
People
Total
Total
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F
Sig.
0.00
12
.00
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IRACST- International Journal of Research in Management & Technology (IJRMT)
Vol.1, No.2, December 2011
Source: Computed Data
The attributes of the flavored milk were analyzed by
computing ANOVA and the results are presented in Table 11. The results showed that the F-value was 0.0012 indicating
the significance at five per cent level. Hence, it was inferred
that there was a significant differences between the attributes
of the flavored milk.
TABLE – 12 FREQUENCY OF THE CONSUMER LIKE THE
FLAVORS:
The relationship between the age and brand preference of
flavoured milk product consumers was analyzed by computing
Chi-Square test and the results are presented in Table-14. The
results showed that the Pearson Chi-Square value was 0.0196
indicating that the test statistic was significant at five per cent
level of significance thus, there was a significant relationship
between the age and brand preference of flavoured milk
products consumers.
TABLE -14. RELATIONSHIP BETWEEN THE AGE AND BRAND
PREFERENCE -CHI SQUARE TEST
Flavor
Frequency
Percentage
Elaichi
25
20.75
Strawberry
14
11.62
Pearson
Square
Pista
8
6.64
N
Chocolate
19
15.77
Source: Computed Data
Pineapple
7
5.81
Rose Milk
14
11.62
Vanilla
4
3.32
Badam
29
24.07
Total
120
100.00
Source: Computed Data
The frequency of consumers’ like the flavored milk flavors
was analyzed and the results are presented in Table- 12. The
results indicated that about 24.07 per cent of consumers like
Badam flavor followed by Elaichi (20.75), Chocolate (15.77
per cent), Strawberry(11.62), Rose Milk (11.62) and about
6.64 per cent of the consumers like Pista flavor.
TABLE – 13 FREQUENCY OF CONSUME FLAVORED MILK IN A
WEEK
Chi-
Value
d.f
0.0196
21
Asymp. Sig. (2-sided)
.000
2520
RELATIONSHIP BETWEEN THE GENDER AND BRAND
PREFERENCE:
The relationship between the gender and brand preference
of flavoured milk product consumers was analyzed by
computing Chi-Square test and the results are presented in
Table-15. The results showed that the Pearson Chi-Square
value was 0.0375 indicating that the test statistic was
significant at five per cent level of significance thus, there was
a significant relationship between the gender and brand
preference of flavoured milk products consumers.
TABLE -15. RELATIONSHIP BETWEEN THE GENDER AND
BRAND PREFERENCE -CHI SQUARE TEST
Pearson
Square
Chi-
Value
df
0.0375
7
Asymp. Sig.(2-sided)
.000
Frequency
Frequency
percentage
Daily
5
4.15
N
Twice a Week
21
17.43
Source: Computed Data
Thrice a Week
12
9.96
More than four
times
37
30.71
RELATIONSHIP BETWEEN THE EDUCATION AND
BRAND PREFERENCE:
Occasionally
45
37.35
The relationship between the education and brand
preference of flavoured milk product consumers was analyzed
by computing Chi-Square test and the results are presented in
Table-16. The results showed that the Pearson Chi-Square
value was 0.0282 indicating that the test statistic was
significant at five per cent level of significance thus, there was
a significant relationship between the education and brand
preference of flavoured milk products consumers.
Source: Computed Data
The frequency of consume flavored milk was analyzed and
the results are presented in Table- 13. The results indicated
that about 37.35 per cent of consumers consume occasionally
followed by More than four times (30.71 per cent), twice a
week (17.43) and about 9.96 per cent of the consumers
consume flavored milk thrice a week.
RELATIONSHIP BETWEEN THE AGE AND BRAND
PREFERENCE:
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840
TABLE -16. RELATIONSHIP BETWEEN THE EDUCATION AND
BRAND PREFERENCE -CHI SQUARE TEST
Pearson Chi-Square
Value
df
0.0282
28
Asymp. Sig. (2-sided)
.000
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IRACST- International Journal of Research in Management & Technology (IJRMT)
Vol.1, No.2, December 2011
N
3360
Source: Computed Data
IX. FINDINGS
The general and socio-economic characteristics of
consumers results indicated that the majority of the consumers
(64.16 per cent) were the age group of 21-30 years followed
by less than 20 years and 31-40 Years. About 45.80 per cent of
were married while 79 per cent were males. The majority of
consumers (49.17 per cent) were postgraduates and about 30
per cent of consumers were under-graduates. The monthly
income of consumers were ranging from Rs. 0-5000(85 per
cent) followed by Rs.5000- 10000(8.34 per cent). About 70.83
per cent of the consumers have a family size of 4-6 members
followed by less than 3 members (25.00 per cent).
The frequency of market visit by consumers results
indicated that about 35.84 per cent of consumers occasionally
visited the market followed by fortnightly (30 per cent) and
about 28.33 per cent of the consumers visited the market at
least monthly once.
The frequency of flavored milk brand consumed by the
consumers results indicated that about 26.66 per cent of
consumers consumed Amul brand followed by Heritage (25.83
per cent), Britannia (30 per cent), Nestle (14.16 percent) and
about 7.3 per cent of the consumers consume the Arokia
brand.
The satisfaction level of the brand of flavoured milks are
noticed by the overall consumers, the brand of the flavourd
milks’ taste, colour, flavour, package, availability, price, good
quality, and thickness were satisfied with the consumer. The
results also indicated that noticing of flavoured milks taste was
highly satisfied, and flavour, package, availability, price, good
quality, thickness was satisfied while colour of the flavoured
milk was neither satisfied nor dissatisfied.
The attributes of the flavored milk results showed that the
F-value was 0.0012 indicating the significance at five per cent
level. Hence, it was inferred that there was a significant
differences between the attributes of the flavored milk.
The frequency of consumers’ like the flavored milk flavors
results indicated that about 24.07 per cent of consumers like
Badam flavor followed by Elaichi (20.75), Chocolate (15.77
per cent), Strawberry(11.62), Rose Milk (11.62) and about
6.64 per cent of the consumers like Pista flavor.
The frequency of consume flavored milk results indicated
that about 37.35 per cent of consumers consume occasionally
followed by More than four times (30.71 per cent), twice a
week (17.43) and about 9.96 per cent of the consumers
consume flavored milk thrice a week.
The relationship between the age and brand preference of
flavoured milk product consumers results showed that the
Pearson Chi-Square value was 0.0196 indicating that the test
statistic was significant at five per cent level of significance
ISSN: 2249-9563
thus, there was a significant relationship between the age and
brand preference of flavoured milk products consumers.
The relationship between the gender and brand preference
of flavoured milk product consumers results showed that the
Pearson Chi-Square value was 0.0375 indicating that the test
statistic was significant at five per cent level of significance
thus, there was a significant relationship between the gender
and brand preference of flavoured milk products consumers.
The relationship between the education and brand
preference of flavoured milk product consumers results
showed that the Pearson Chi-Square value was 0.0282
indicating that the test statistic was significant at five per cent
level of significance thus, there was a significant relationship
between the education and brand preference of flavoured milk
products consumers.
X. CONCLUSION
Flavored milks can play a role in changing recent trends in
children’s sugar sweetened beverage consumption patterns
that have a negative impact on their diet quality. Flavored
milks offer a well-accepted, nutritious alternative in the wide
array of beverages available to children in India. The
technological progress and revolutionary improvements in the
efficiency and economy of distribution of milk and milk
products have led to innovations in packaging line. New
systems, materials, machinery, designs (taking into
consideration the environmental concern) are some of the
innovations in the dairy packaging sector. These innovations
have provided greater convenience to consumers, extended the
shelf-life of products, lowered the costs and also led to
improvements in sales, better hygienic conditions and
introduction of new products and easier handling. Plastics
have played a major role in introducing improvements in the
packaging systems and therefore marketing of milk and milk
products. Not only have they contributed in providing longer
shelf-life and convenience but due to their hygienic nature,
also helped to deliver the various products in a wholesome and
safe manner to the ultimate user. However, to meet the global
demands, the Indian dairy industry has to strive and match the
product and packaging standards, for which continuous efforts
and research is required.
XI. REFERENCES
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AUTHORS PROFILE
Dr.P.Raja has 12 years teaching
experience. He has presented several papers
in national and international conferences. He
has published 9 papers in National and
International journals. He is the resource
person for Quantitative Techniques and
Operations Research for several B-Schools. His main research
interest is in General Management.
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[13] Chidambaram.K. and Ganeshan. S., “A study on Brand
Preference of Talcum Powder”, Indian Journal of
Marketing, 12 (2004) 37-39.
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