Brand Preference of Packed Milk – Comparative Study on Rural and Urban Consumers in Kudavasal Talukka

ADALYA JOURNAL ISSN NO: 1301-2746

Brand Preference of Packed Milk – Comparative Study on Rural and Urban Consumers In Kudavasal Talukka

*M. Mathivanan **M. Krsihnaveni

ABSTRACT

In this research paper clearly explain the “Brand preference of packed milk – comparative study on rural and urban consumers in kudavasal taluka”. Milk production in India takes place in millions of rural household scattered across the length and breadth of the country. The scope of this paper to examine the comparative study on rural and urban consumers in kudavasal taluka. The expectations of socio-economic factors of the respondents. Determine the rural and urban buying pattern of milk study and clearly given the finding suggestions and conclusion.

Key words:Milk, Brand , Brand preference, Awareness

INTRODUCTION

Milk production in India takes place in millions of rural households scattered across The length and breadth of the country the performance of the Indian dairy sector Over the last three decades has been extremely impressive. This can be attributed to successful implemented by the state and central governments. Before operation flood came in to being, India was a net importer of dairy products, mainly milk powder. However, milk production has increased substantially and in 2006-07 it almost doubled from the 1991 levels to touch 100 million tons. During this period, thepercapita availability of milk also increased by almost 38 perc ent this phenomenal growth in milk production has been due to demand –side development and supply side promotions have increased demand for value –added products by consumers and extensive dairy development programmes. The milk production, supply and marketing in India is decentralized. Al most 55 percent of the milk produced is consumed by the producer household of the remaining, two-third is sold in informal markets and 15-16 percent of the total milk produced in the country enters the organized market comprising cooperatives and the private sector

.Dairy industry in tamilnadu

Dairy sector has assumed much significance by generating income not only to the rural but also to the urban and semi- urban population in the state especially to women folk by providing self-employment opportunity. Milk and milk products provide essential nutrition to all walks of life. It provides livelihood to millions of small and marginal farmers in the state. Tamilnadu is an agricultural oriented State and majority of the farmers owns cattle. Dairying provides the main source of income next to agriculture. In

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a tropical country like India, agriculture may fail sometimes, due to monsoon failure but dairying never fails and gives them regular, steady income.

STATEMENT OF THE PROBLEM

Milk producers in India is characterized by low yielding non- descript cows and buffaloes. millions of small producers with little or no land holding, use of crop residues and natural herbage with or without costly concentrates as cattle feed. The average milk productivity of a cow in India is very low. Increase in animal productivity is to be achieved through upgrading of breeds and better feeding and grazing practices. While efforts have been steadily made to increase the mil productivity and the efficiency of the dairy processing industry . Increase in milk production is expected to be primary through the increase in milk productivity rather than the number animals. Today, almost all the people are consuming milk and milk products. Brand preference of the rural and urban consumers are differ. Some buyer are totally brand loyal. Buying only one brand in a product group. Most of the buyers switch over to other brands. The present study has been taken to find out the “Brand preference of packed milk among rural and urban consumers.

OBJECTIVE OF THE STUDY

The main objective of the present study is as follows 1. To study the factors influencing brand preference of milk among rural and urban consumers 2. To analyze the problems faced by rural and urban consumer in the usage of different brands of milk. 3. To find out the reasons for switchover from one brand to other brand to other brand of milk

METHODOLOGY

This study based on both primary and secondary data. The data which is collected in a fresh manner and which is not available is termed as primary data. For the purpose of collecting primary data with regard to the brand loyalty of milk among rural and urban consumers, the researcher has carefully designed an interview schedule. The prevailing data is termed as the secondary data. Secondary data were collected from books, journals magazines, newspapers and published articles from leading journals.

SAMPLE DESIGN Since the objective of the study is to find out the brand loyalty of milk among rural and urban consumers, the researcher has adopted convenient sampling technique for data collection. The researcher has taken 120 samples for the present study, which comprises of 60 respondents from the rural areas and 60 respondents from urban areas. For the present study the researcher select Eight popular branded milk in Kudavasal Taluka (Aavin, Arokya, Thirumalai, vijai, Tamil, Cavincare, KC and Ammaiyar).

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FRAMEWORK OF ANALYSIS

The collected data were processed with the help of appropriate statistical tools in order to fulfil the objectives of the study. The collected data were carefully classified and tabulated. For the present study the researcher used percentile analysis, Likert Scaling Technique.

ANALYSIS OF THE STUDY

This part analyse the brand loyalty of milk among rural and urban consumers in Kudavasal Taluka in various aspects.

1. Age of the Respondents

The age of the consumer is one of the important demographic characteristics of the consumers which influence more on their consumption pattern and brand loyalty. The distributions of respondents based on their age are shown in Table 1. Table 1 Age of the Respondents Age(Years) Rural Urban Total Resp. Percent Resp. percent Resp. Percent Below 20 8 13.3 5 8.3 13 10.83 21 to 40 23 38.3 27 45 50 41.66 41 to 60 17 28.33 18 30 35 29.16 Above 60 12 20 10 16.6 22 18.33 Total 60 100 60 100 120 100 Source:Primary data It is clear from Table1 that, among the 60 rural milk consumers, 23 respondents (38.3 percent) are in the age group of 21-40, 17 respondents (28.33 percent) are in the age group of 41 to 60, 12 respondents(20 percent) are in the age group of above 60, 8 respondents (13.3 percent) are in the age group of Below 20 It is clear the Majority of rural consumer are in the age group of 21 to 40 years.

Among the 60 urban milk consumers, 27 respondents(45 percent) are in the age group of 21 to 40, 18 respondents(30 percent) are in the age group of 41 to 60, 10 respondents (16.6 percent) are in the age group of above 60, 5 respondents(8.3 percent) are in the age group of Below 20. It is clear the Majority of Urban consumer are in the age group of 21 to 40 years

2. Education of the Respondents

The level of education among the respondents indicates the level of awareness in the marketing environment. The distribution of respondents on the basis of their educational qualification is presented in Table 2.

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Table 2 Education of the Respondents Education Rural Urban Total Resp. Percent Resp. percent Resp. Percent Illiterate 9 15 2 3.33 11 8.33 SSLC 17 28.33 8 13.33 25 20.83 H..Sc 14 23.33 12 20 26 21.66 Degree 10 16.66 19 31.66 29 24.16 PG 7 11.66 11 18.33 18 15 Professionals 3 5 8 13.33 11 9.16 Total 60 100 60 100 120 100 Source:Primary data It is clear from Table 2 that, among the rural respondents, 17 respondent (28.33 percent) have the educational qualification of SSLC, 14 respondents (23.33 percent) are qualified with H.SC, 10 respondent (16.66 percent) are qualified with Degree, 9 respondents (15 percent) are qualified with Illiterate, 7 respondents (11.66 percent) are qualified with post Graduate, 3 respondents (5 percent) are qualified with professionals. It is clear that majority of rural respondents are qualified with SSLC. Among the urban consumers, 19 respondents (31.66 percent) are qualified with Degree, 12respondents (20 percent) are qualified with H.sc, 11 respondents (18.33 percent)are qualified with post Graduate, 8 respondents (13.33 percent) are qualified with SSLC, 2 respondents (3.33 percent) are qualified with Illiterate. It is clear that majority of urban consumers or qualified with degree.

3.Occupation of the Respondents Occupation is one of the important factors to determine standard of living of the individual. The distribution of rural and urban milk consumers, occupation are presented in Table 3. Table 3 Occupation of the Respondents Occupation Rural Urban Total Resp. Percent Resp. percent Resp. Percent Salaried 11 `18.33 14 23.33 25 20.83 Business 6 10 7 11.6 13 10.83 Professional 3 5 8 13.33 11 9.16 Housewife 21 35 5 8.33 26 21.66 Student 14 23.33 17 28.33 31 25.83 Retired 5 8.33 9 15 14 11.66 Total 60 100 60 100 120 100 Source:Primary data It is clear from Table 3 that, among the rural milk consumers, 21 respondents (35 percent) are Housewife 14 respondent (23.33 percent) are student, 11 respondents (18.33 percent) are salaried, 6 respondents (10 percent) are Business, 5 respondents (8.33 percent) are Retired, 3 respondents (5 precent) are professional. It is clear that majority of rural consumers are Housewife.

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Among the urban milk consumers, 17consumer (28.33 percent) are salaried, 14 consumer (28.33 percent) are student, 9 consumer (percent)are Retired, 8 consumers (13.33 percent) professional, 7 consumers(11.6 percent) are Business, and only 5 consumers are Housewife It is clear that majority of urban consumers are salaried. Among the total 120 consumers majority of consumers are salaried and Housewife.

4. Gender of the Respondents

Gender is one of the important social factors which influence the consumer behaviour, brand awareness and brand loyalty. The distribution of milk consumers on the basis of gender are presented in Table 4. Table 4 Gender of the Respondents Gender Rural Urban Total Resp. Percent Resp. percent Resp. Percent Male 13 21.66 21 35 34 28.33 Female 47 78.33 39 65 86 71.66 Total 60 100 60 100 120 100 Source:Primary data

It is clear from Table 4 that, among the rural milk consumers, 47 consumers (78.33 percent) are female, 13 consumers (21.66 percent) are male It is clear that majority of rural consumersm are female. Among the urban milk consumers, 39 consumers(65 percent) are female and the remaining 21 consumers (35 percent) are male. It is clear that majority of urban consumers are female. Among the total 120 consumers, majority of consumers female.

5. Marital Status of the Respondents

Another important factor to determine brand loyalty is marital status. The distribution of respondents on the basis of their marital status is presented in Table5. Table 5 Marital Status of the Respondents

Marital Status Rural Urban Total Resp. Percent Resp. percent Resp. Percent Married 46 76.66 37 61.66 83 69 Un- Married 14 32.33 23 38.33 37 30.83 Total 60 100 60 100 120 100 Source:Primary data It is clear from Table 5 that, among the rural milk consumers 46 consumers(76.66 percent) are married. And only 14 consumers (23.33 percent) are unmarried. It is clear that majority of rural consumers are married.

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Among the urban milk consumers. 37 consumers (61.66) are married and 23 consumers (38.33 percent) are unmarried It is clear that majority of urban consumers are married Among the total consumers, majority of milk consumers are married.

6. Monthly Income of the Respondents

Monthly income is one of the important factor to determine brand of the products. The distripution of respondents on the basis of their monthly income is as follows Table 6 Monthly Income of the Respondents

Monthly Income Rural Urban Total Resp. Percent Resp. percent Resp. Percent below Rs.5000 27 45 14 23.33 41 34.16 Rs.5001 to 10,000 19 31.66 21 35 40 33.33 10001 to 20000 10 16.66 17 28.33 27 22.5 20001 and above 4 6.66 8 13.33 12 10 Total 60 100 60 100 120 100 Source:Primary data It is clear from Table 6 that, among the rural milk consumers, 27 consumers (45 percent) earned below Rs 5000, 19 consumers (31.66 percent) earned Rs 5001 to 10,000, 10 consumers (16.66 percent) earned 10001 to 20,000, 4 consumers (6.66 percent) 20001 and above It is clear that majority of rural consumers earned below Rs 5000, Among the urban milk consumers, 21 consumers(35 percent) earned Rs 5001 to 10,000, 17 consumers (28.33 percent) earned 10001 to 20,000, 14 consumers (23.33 percent) earned below Rs 5000, 8 consumers (13.33 percent) earned 20001 and above It is clear that majority of urban consumers earned 5001 to10,000.

7. Brand Choice of the Respondents The researcher wants to know if the consumers prefer a branded milk used in their daily life and this is presented in Table7. Table7 Brand Choice of the Respondents Brand Name Rural Urban Total Resp. Percent Resp. Percent Resp. Percent Aavin 7 11.66 9 15 16 13.33 Arokya 18 30 22 36.66 40 33.33 Thirumalai 3 5 2 3.33 5 4.16 .vijai 4 6.66 6 10 10 8.33 Tamil 1 1.66 3 5 4 3.33 Cavincare 10 16.66 7 11.66 17 14.16 KC 5 8.33 3 5 8 6.66

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Ammaiyar 12 20 8 13.33 20 16.66 Total 60 100 60 100 120 100 Source:Primary data

It is clear from Table7 describes about the brand of milk currently used by the respondents. Among the rural consumers, 18 consumers (30 percent) are using Arokya brand, 12 consumers (20 percent) are using Ammaiyar brand, 10 consumers(16.16 percent) are using Cavincare brand, 7 consumers (11.66 percent) are using Aavin brand, 5 consumers (8.33 percent) are using KC brand, 4 consumers (6.66 percent) are using Vijai brand, 3 consumers (5 percent) are using Thirumalai brand, 1 consumers (1.66 percent) are using Tamil brand. It is clear that Majority of rural consumers are using Arokya brand. Among the urban consumers, 22 consumers (36.66 percent) are using Aarokya brand, 9 consumers (15 percent) are using Aavin brant, 8 consumers (13.33 percent) are using Ammaiyar brant. 7 consumers (11.66 percent) are using Cavincare, 6 consumers (10 percent) are using Vijai brant, 3 consumers (5 percent) are using KC brand, 3 consumers (5 percent) are using Tamil brand, and only 2 consumers (3.33 percent) are using Thirumalai brand, It is clear that Majority of urban consumers are using Arokya brand Among the total consumers majority of consumers are using brand Arokya.

8.Opinion about Package of different brands of milk

One of the important factors of brand preference and brand loyalty is attractive package which may effectively influence consumers in buying the same brand of milk again and again.To understand the opinion about package of milk among the rural and urban consumer the researcher used the Likert Scaling Technique. The rural consumers opinion about the package of differend brand of milk is presented in the Table8

Table 8 Opinion about Package of different brands of milk (Rural Consumers) Brand V.Good Good Moderate Low VeryLow Total Rank Name (5) (4) (3) (2) (1) Re Weg Re Weg Re Weg Re Weg Re Weg Re Weg s t s t s t s t s t s t Aavin 34 170 21 84 3 9 2 4 - - 60 267 II Arokya 43 215 9 36 5 15 3 6 - - 60 272 I Thirumalai 21 105 15 60 19 57 4 8 1 1 60 231 V vijai 18 90 21 84 16 48 5 10 - - 60 232 IV Tamil 16 80 13 52 24 72 5 10 2 2 60 216 VII Cavincare 13 65 19 76 21 63 7 14 - - 60 218 VI KC 12 60 16 64 23 69 6 12 3 3 60 208 VIII Ammaiyar 32 160 13 52 11 33 4 8 - - 60 253 III Source:Primary data

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It is clear from Table 8 that, Arokya brand package is very good it has been attained first rank (total score 272), second rank (total score 267), has been attained by Aavin brand also very good, Third rank(total score 253) has been attained by Ammaiyar brand, Fourth rank ( total score 232) has been attained by Vijai brand and last rank (total score 208) has been by KC brand. It is clear that majority of rural consumers are Highly satisfied with Arokra brand package. The rural consumers opinion about the package of different brand of milk is presented in the Table 8.1

Table8.1 Opinion about Package of different brands of milk (Urban Consumers) Brand V.Good Good Moderate Low VeryLow Total Rank Name (5) (4) (3) (2) (1) Re Weg Re Weg Re Weg Re Weg Re Weg Re Weg s t s t s t s t s t s t Aavin 28 140 17 68 13 39 2 4 - - 60 251 III Arokya 36 180 20 80 4 12 - - - - 60 272 I Thirumalai 18 90 23 92 14 42 5 10 - - 60 234 VI vijai 24 120 13 52 21 63 2 4 - - 60 239 V Tamil 17 85 11 44 28 84 3 6 1 1 60 220 VII Cavincare 24 120 22 88 12 36 2 4 - - 60 248 IV KC 29 145 16 64 15 45 - - - - 60 254 II Ammaiyar 23 115 10 40 25 75 2 4 - - 60 234 VI Source:Primary data

It is clear from Table 8.1 That, Arokya brand package is very good it has been attained by first rank (total score 272), Secont rank (total score 254( has been attained by KC brand, Third rank (total score 251) has been attained by Aavin brand, Fourth rank (total score 248) has been attained by Cavincare brand, Fifth rank (total score 239) has been attained by Vijai brand and last rank (total score 220) has been attained by Tamil brand. It is clear that majority of consumers are highly satisfied with brands package.

9. Opinion about Price of different brands of milk Price is a very important factor to influence purchasing decision, purchasing pattern, brand loyalty, brand preference and the switch over of the brand. Price is the indicator for the new consumers. The opinion about the price of different brand of milk is analysed with the help of likert Scaling Technique. The rural consumer,s opinion about the price of milk is presented in Table 9.

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Table 9 Opinion about Price of different brands of milk (Rural Consumers) Brand V.High High Moderate Low VeryLow Total Rank Name (5) (4) (3) (2) (1) Re Weg Re Weg Re Weg Re Weg Re Weg Re Weg s t s t s t s t s t s t Aavin 15 75 22 88 10 30 13 26 - - 60 219 IV Arokya 21 105 19 76 14 42 6 12 - - 60 235 II Thirumalai 12 60 11 44 30 90 7 14 - - 60 208 VI vijai 14 70 10 40 26 78 8 16 2 2 60 206 VII Tamil 17 85 8 32 31 93 4 8 - - 60 218 V Cavincare 28 140 20 80 12 36 - - - - 60 256 I KC 32 160 17 68 6 18 5 10 - - 60 256 I Ammaiyar 19 95 14 56 24 72 3 6 - - 60 229 III Source:Primary data

It is clear from Table 9 That, first rank (total score 256) has been attained by Cavincare, KC brand so the rural consumers feel that price is very high, Second rank (total score 235) has been attained by Arokya brand, Third rank (total score 229) has been attained by Ammaiyar brand, Fourth rank (total score 219) has been attained by Aavin brand, Fifth rank (total score 218) has been attained by Tamil brand and last rank (total score 206) has been attained by Vijai brand so majority of rural consumers feels that Vijai brand price is very low. It is clear that Cavincare ,KC brand price is very High- The urban consumers opinion about tht price of milk is presended is Table 9.1.

Table 9.1 Opinion about Price of different brands of milk (Urban Consumers)

Brand V.High High Moderate Low VeryLow Total Rank Name (5) (4) (3) (2) (1) Re Weg Re Weg Re Weg Re Weg Re Weg Re Weg s t s t s t s t s t s t Aavin 12 60 17 68 28 84 3 6 - - 60 218 VII Arokya 19 95 25 100 16 48 - - - - 60 243 III Thirumalai 14 70 21 84 23 69 2 4 - - 60 227 V vijai 17 85 10 40 29 87 3 6 1 1 60 218 VII Tamil 15 75 16 64 27 81 2 4 - - 60 224 VI Cavincare 28 140 14 56 18 54 - - - - 60 250 I KC 25 125 18 72 15 45 2 4 - - 60 246 II Ammaiyar 20 100 12 48 20 78 1 2 1 1 60 229 IV Source:Primary data

It is clear from Table 9.1 that, First rank (total score 250) has been attained by Cavincare brand, so the urban consumers feels that price is very high , Second rank (total

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score 246) has been attained by KC brand, Third rank (totalscore 243) has been attained by Arokya brand, Fourth rank (total score 229) has been attained by Ammaiyar brand, Fifth rank (total score 227) has been attained by Thirumalai brand, sixth rank(total score 224) has been attained by Tamil brand and last rank (total score 218) has been attained by Aavin ,Vijai brand so the majority of urban consumers feels that is very low. It is clear that Cavincare brand price is very high

10. Opinion about Taste of different brands of milk Another important factor to brand preference and brand loyalty is the taste of milk. Good taste indicates more sales and more brand preference. To know the taste of various brand of milk the researcher used five point scaling technique. The rural consumer, opinion about taste of different brand of milk is presented in the Table10

Table10 Opinion about Taste of different brands of milk (Rural Consumers) Brand V.Good Good Moderate Low VeryLow Total Rank Name (5) (4) (3) (2) (1) Re Weg Re Weg Re Weg Re Weg Re Weg Re Weg s t s t s t s t s t s t Aavin 27 135 14 56 19 57 - - - - 60 248 II Arokya 24 120 21 84 15 45 - - - - 60 249 I Thirumalai 18 90 20 80 22 66 - - - - 60 236 V vijai 16 80 12 48 31 93 1 2 - - 60 223 VIII Tamil 20 100 11 44 28 84 1 2 - - 60 230 VII Cavincare 23 115 17 68 20 60 - - - - 60 243 IV KC 25 125 18 72 15 45 2 4 - - 60 246 III Ammaiyar 17 85 21 84 19 57 3 6 - - 60 232 VI Source:Primary data

It is clear from Table 10 that rank (total score 249) has been attained by Arokya brand, so the majority of consumers fells that taste is very good, second rank (total score 248) has been attained by Aavin brand, Third rank (total score 246) has been attained byKC brand, Fourth rank (total score 243) has been attained by Cavincare brand and last rank (total score 223) has been attained by Vijai brand so the majority of rural consumers feels that Vijai brand taste is very poor. It is clear that majority of rural consumers feels that Arokya brand taste is very good. The urban consumers, opinion about taste of different brand of milk is presented in the table 10.1

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Table10.1 Opinion about Taste of different brands of milk (Urban Consumers) Brand V.Good Good Moderate Low VeryLow Total Rank Name (5) (4) (3) (2) (1) Re Weg Re Weg Re Weg Re Weg Re Weg Re Weg s t s t s t s t s t s t Aavin 23 115 20 80 15 45 2 4 - - 60 244 II Arokya 25 125 16 64 19 57 - - - - 60 246 I Thirumalai 17 85 22 88 16 48 5 10 - - 60 231 IV vijai 15 75 18 72 24 72 3 6 - - 60 225 VI Tamil 18 90 13 52 27 81 2 4 - - 60 227 V Cavincare 21 105 17 68 21 63 1 2 - - 60 238 III KC 26 130 15 60 18 54 1 2 - - 60 246 I Ammaiyar 12 60 14 56 31 93 3 6 - - 60 215 VII Source:Primary data

It is clear from Table 10.1 that first rank (total score 246) has been attained by Arokya brand so majority of urban consumers feels that taste is very good, second rank (total score 244) has been attained by Aavin brand, Third rank ( total score 238) has been attained by Cavincare brand, Fourth rank(total score 231) has been attained by Thirumalai brand Fifth rank (total score 227) has been attained by Tamil brand and last rank (total score 215) has been attained by Ammaiyar. It is clear that majority of urban consumers feels Aarokya, KC brand taste is very good.

11. Reason for using same Brand

The researcher also analyse the reason for using same brand again and again, because it shows the real brand loyalty Table 11.

Table11 Reason for using same Brand Reason Rural Urban Total Resp. Percent Resp. percent Resp. Percent Liked by all 33 55 37 61.66 70 58.33 family members Ideal price 7 11.66 4 6.66 11 9.16 High quality 3 5 7 11.66 10 8.33 .Easy Availability 5 8.33 2 3.33 7 5.83 Good Package 12 20 10 16.66 22 17.5 Total 60 100 60 100 120 100 Source:Primary data

It is clear from Table 11 that, among the rural respondents, 33 consumers(55 percent) are using the same brand for the reason of liked by all family members, 12 consumers (20 percent) are using the same brand for the reason of good package,7 consumers (8.33 percent) are using the same brand for the reason of easy Availability, 3

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consumers (5 percent) are using same brand for the reason of high quality. It is clear that majority of rural respondents are using the same brand for the reason of liked by al family members.

Among the urban respondents, 37 consumers (61.66 percent) are using the same brand reason for liked by all family members 10 consumers (16.66 percent) are using the same brand reason for good package, 7 consumers (11.66 percent) are using for same brand high quality, 4 consumers (6.66 percent) are using for same brand Ideal price, 2 consumers (3.33 percent) are using for same brand easy availability. It is clear that majority of urban consumers are using the same brand reason of liked by all family members. Among the total respondents, majority of consumers are using the some brand reason of easy availability.

12. Opinion about purchase of same brand in future Purchasers may buy the same brand in the future, due to its good performance and satisfaction. Sometimes it may be a contrary one due to the poor performance or the entry of a new producer in to the market. The opinion about purchase of same brand in future is presented in Table12.

Table12 Opinion about purchase of same brand in future Brand Rural Urban Total Name Yes No Yes No Yes No No Per No Per No Per No Per No Per No Per Aavin 8 15.38 - - 9 16.07 - - 17 15.74 - - Arokya 7 13.46 - - 7 12.5 - - 14 12.96 - - Thirumalai 5 9.61 2 25 6 10.71 1 25 11 10.18 3 25 vijai 4 7.69 1 12.5 2 3.57 2 50 6 5.55 3 25 Tamil 7 13.46 2 25 5 8.92 - - 12 11.11 2 16.66 Cavincare 6 11.53 - - 11 19.64 - - 17 15.74 - - KC 11 21.15 - - 13 23.21 - - 24 22.22 - - Ammaiyar 4 7.69 3 37.5 3 5.35 1 25 7 6.48 4 33.33 Total 52 100 8 100 56 100 4 100 108 100 12 100 Source:Primary data

It is clear from table 12 that out of 60 rural consumers, 52 consumers opined That they world purchase the same brand in future and the remaining 8 consumers would not purchase the same brand in future. Out of 60 urban consumers,56 consumers, opined that they would purchase the same brand in future and the remaining 4 consumers would not purchase the same brand in future. Among the total consumers majority of consumers would purchase the same brand in future.

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13. Level of Satisfaction of milk Consumers at various factors Consumers purchase goods as a result of certain mental and economic forces that create desire or want and they know that they can be satisfied by the articles offered for purchase. To find out the level of satisfaction, the researcher used Likert scaling Technique. Level of satisfaction of milk consumers at various factors among the rural consumer is presented in the Table15

Table 13 Level of Satisfaction of milk Consumers at various factors (Rural consumers) Factors V.High High Moderate Low VeryLow Total Rank (5) (4) (3) (2) (1) Re Weg Re Weg Re Weg Re Weg Re Weg Re Weg s t s t s t s t s t s t Price 17 85 10 40 28 84 5 10 - - 60 219 III Quality 6 30 14 56 27 81 10 20 3 3 60 190 VI G/Health 4 20 7 28 30 90 13 26 6 6 60 170 VII Package 12 60 16 64 23 69 7 14 2 2 60 209 IV Availability 25 125 21 84 14 42 - - - - 60 251 I Taste 16 80 8 32 24 72 9 18 3 3 60 205 V Thickness 21 105 13 52 19 57 7 14 - - 60 228 II Source:Primary data

It is clear from Table 15 that first rank (total score 251) has been attained by Availability of milk so Rural consumers are highly satisfied with Availability of milk, Second rank (total score 228) has been attained by Thickness, Third rank (total score 219) has been attained by price of milk, Fourth rank (total score 209) has been attained by package and last rank (total score 170) has been attained by good health of the milk. It is clear that majority of rural consumers are highly satisfied with Availability of milk level of satisfaction of milk consumer at various factors among the urban consumers is presented in the Table 15.1 Table 13.1 Level of Satisfaction of milk Consumers at various factors (Urban consumers) Factors V.High High Moderate Low VeryLow Total Rank (5) (4) (3) (2) (1) Re Weg Re Weg Re Weg Re Weg Re Weg Re Weg s t s t s t s t s t s t Price 19 95 11 44 26 78 4 8 - - 60 225 III Quality 13 65 9 36 22 66 12 24 4 4 60 195 V G/Health 7 35 14 56 23 69 11 22 5 5 60 187 V Package 12 60 8 32 34 102 5 10 1 1 60 205 IV Availability 20 100 15 60 18 54 7 14 - - 60 228 II Taste 14 70 6 24 31 93 9 18 - - 60 205 IV Thickness 27 135 17 68 15 45 1 2 - - 60 250 I Source:Primary data

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It is clear from Table 15.1 that, First rank (total score 250) has been attained by a thickness of milk, second rank (total score 228) has been attained by Availability of milk, Third rank (total score 225) has been attained by price of milk, Fourth rank (total score 205) has been attained by package of milk and last rank (total score 187) has been attained by good health of milk. It is clear that majority of urban consumer highly satisfied with thickness of milk.

SUMMARY OF FINDING

From this study the researcher records the following important finding. The study reveals that majority of rural consumers are in the age group of 21 to 40 and majority of urban consumers are in the age group of 21 to 40 .the study reveals that majority of rural respondents are qualified with SSLC and majority of urban consumers are qualified with degree. The study shows that majority of rural consumers are housewife and majority of urban consumers are salary. The researcher found that majority of rural and urban consumers are female and salary The study describes that majority of rural consumers earned above Rs.5000. The study shows that majority of rural consumers are using Arokya brand and majority of urban consumers are using Arokya brand. Majority of rural consumers are highly satis fied with Arokya brand package and majority of rural consumers highly satisfied with Arokya brand package majority of rural and urban consumers feels that Kc and Kavin care brand price is very high. Majority of of rural and urban consumres feels that Arokya brand Arokya is very good. Majority of rural respondents are using the same brand for the reason of and majority of urban respondents are using the same brand for the reason of liked all family members majority of consumers would purchase the same brand in future. Majority of rural consumers are highly satisfied with availability of milk and majority of urban consumers are highly satisfied with thickness of milk.

SUMMARY SUGGESTIONS

The present study reveals about the brand preference of packed milk among the rural and urban consumers in kudavasal Taluk. Relevant suggestions to solve the problems of rural and urban consumers are given below: majority of rural and urban buyers. Felt that some branded milk supples was poor in quality. The researcher suggests that the quality of milk may be improved and modified according to the taste of the consumers. The researcher suggest to the manufacturers should concentrate on the package design and models so as to differentiate from the other brands of milk majority respondents of opined the branded milk price is too high. The researcher observes that consumption pattern of milk is completely differ in rural and urban areas and the growth of urbanization may change the consumption pattern of milk even among the rural consumers.

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CONCLUSION

The concluded that determines how the consumers are satisfied with the overall performance of the branded milk producer. Now the dairy industry in facing tremendous competition and many private companies enter in to his field. In order to sustain in the market by giving better service, a company should always try to find out the satisfaction lever of the consumers and should take all necessary steps to retain the customers.

REFERENCE FOR BOOKS

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======*Associate Professor & Head, PG & Research Department of Commerce, A.V.C. College (Autonomous), Mannampandal – 609 305. ** Ph.D., Full-Time Research Scholar, PG & Research Department of Commerce, A.V.C. College (Autonomous), Mannampandal – 609 305.

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