A Study on Customer Perception Towards Aavin Products with Special Reference to Chennai District, Tamil Nadu

A STUDY ON CUSTOMER PERCEPTION TOWARDS AAVIN PRODUCTS WITH SPECIAL REFERENCE TO CHENNAI DISTRICT, TAMIL NADU

Alagra Antony Research Scholar, Department of Commerce St. Joseph’s College, Trichy

Dr.V.Bastin Jerome Research Advisor and Assistant Professor Department of Commerce St. Joseph’s College, Trichy

ABSTRACT

This study focus on the customer perception towards Aavin products in Chennai, Tamil nadu.The phenomenal growth of milk industry in India is reflected in the rapid increase in number of new brands in milk products. With the help of customer perception, milk brands can increase their sales and provide total customer satisfaction. Consumer perception means the perception that consumers display in searching for purchasing, using, evaluating and disposing of products and services that they will expect will satisfy their needs. The study is based on the primary data collected from the Aavin customers in Chennai with the help of a structured questionnaire. From the findings of the study it is clear that the customer perception is linked with various factors like product features, price, quality, variety, and services etc., Recommendations to improve customer satisfaction are suggested. It is concluded that customer perception play a significant role to enhance the perception with consumers and provide total consumer satisfaction.

Key Words: Consumer perception, Satisfaction, Influence

INTRODUCTION

Now a day’s customers play a great role in decision making. And more than the needs and wants of the customer it is the emotions and feelings of the customer towards a particular brand or products influence more while making a purchasing decision. So the perception of customer is one of the most important factors that a company should focus in order to retain the existing customers and also to attract the new customers. Ultimately it is an unavoidable factor in determining the profitability of a company.

Costumer perception is a marketing term which includes the attitude, feeling, emotions, impression, awareness etc about the product or a brand in the minds of the customer. In simple terms customer perception means, what the existing and potential customers think about the company and its products. It is

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© 2019 JETIR January 2019, Volume 6, Issue 1 www.jetir.org (ISSN-2349-5162) all about feelings and facts. There are various factors including advertising, influencers, personal experiences etc which creates an impact in the perception of customers. So by focusing in those factors a company can create a positive customer perception which ultimately helps the company to raise their profitability.

Aavin is one of the popular brands in milk and dairy products. Aavin produce, process and sell milk and milk products to the customers. This study is to identify the perception of the customers towards the brand Aavin and also their attitude towards various milk and dairy products offered by the brand.

OBJECTIVES OF THE STUDY

1. To analyze the customer perception of Aavin products. 2. To understand the level of satisfaction of Aavin products. 3. To identify the factors influencing the purchase of Aavin products. 4. To identify the brand loyalty, brand image and credibility of Aavin products.

SIGNIFICANCE OF THE STUDY

To achieve success, it is essential for the business to attract and retain the customers, who are willing to purchase the product or service at a price which is profitable for the company. Consumer perception means, how the existing customers and prospective customers view a company and its products. Since it influences the behavior of the customer and also impacts the purchasing decision, consumer perception is important for companies. It has a great impact on the profitability of the company. Therefore the study on customer perception of Aavin has been taken for study.

SCOPE OF STUDY

The study aims to understand the customer’s perception of Aavin products in Chennai District. This project is done with the limit of 200 customers in Chennai. The study gives further scope for further improvement on parameters for the whole of Tamil Nadu state. It also helps the company to know the satisfaction level of customers based on taste, quality and other important factors.

RESEARCH METHODOLOGY

Research Design Descriptive research Research Method Survey method Research instrument Structured questionnaire Sample Size 200 Sampling Method Convenience sampling Sample area Chennai district, Tamil Nadu

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ANALYSIS AND DISCUSSIONS

Table 1: Daily consumption of milk in liters

Daily milk consumption Response Percentage 500 ml 56 28% 1 liter 72 36% 1.5 liters 48 24% 2 liters and more 24 12% Total 200 100% (Source: Primary Data)

The table shows the daily consumption of milk. 28% of the respondents buy 500ml in a day, 36% of the respondents buy 1 liter, 24% buy 1.5 liters of milk and 12% of respondents buy 2 liters and more. It is observed that majority of respondents buy 1 liter of milk in a day.

Table 2: Customers with Aavin milk card

Avin milk card holder Response Percentage Yes 116 58% No 84 44% Total 200 100% (Source: Primary Data)

The above table shows the number of customers with Aavin milk card. 58% are Aavin milk card holders and 42% are not Aavin milk card holders. It is observed that majority of respondents are Aavin milk card holders.

Table 3: Opinion about price of Aavin products

Price of Avin products Response Percentage Very high 16 8% High 82 41% Reasonable 96 48% Low 6 3% Total 200 100% (Source: Primary Data)

The above table shows the respondents’ opinion about the price of Aavin products. 8% feels that the price is very high, 41% feels that price is high, 48% feels that the price is reasonable and 3% feels the price is low. It is observed that majority of respondents feels that the price is reasonable.

Table 4: Rating on quality of Aavin products

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Quality Response Percentage Excellent 24 12% Good 120 60% Fair 56 28% Poor 0 0% TOTAL 200 100%

(Source: Primary Data)

The above table shows that shows the ratings of the respondents towards the quality of Aavin products. 12% feels that the quality is excellent, 60% of the respondent feels that the quality is good and 28% feels it is fair. From the above diagram it is evident that majority of the respondent feels that the quality is good.

Table 5: Rating on the taste of Aavin products

Quality Response Percentage Excellent 44 22% Good 105 52.5% Fair 51 25.5% Poor 0 0% TOTAL 200 100%

(Source: Primary Data)

From the above table it is clear that the ratings of the respondents towards the taste of Aavin products. 22% feels that the taste is excellent, 52.5% of the respondent feels that the taste is good and 25.5% feels it is fair. It is evident that majority of the respondent feels that the taste is good.

Table 6: Aawareness towards customized Aavin products Awareness on customized Response Percentage products. Yes 152 76% No 48 24%

TOTAL 200 100%

(Source: Primary Data)

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The above table shows the awareness towards customized Aavin products among customers. 76% are aware about the customized products and 24% are not aware about the customized Aavin products. This shows that the majority of respondents are aware about the customized Aavin products.

Table 7: Satisfaction towards various factors related to Aavin products.

Rating Variety MARKETING Availability EFFORTS Highly satisfied 24 (12%) 32(16%) 36(18%) Satisfied 120 (60%) 100(50%) 120(60%) Neutral 48 (24%) 48(24%) 36(18%) Dissatisfied 8 (4%) 20(10%) 8(4%) Highly dissatisfied 0 (0%) 0 (0%) 0 (0%) TOTAL 200(100%) 200(100%) 200(100%)

(Source: Primary Data)

From the above table it is understandable that, the satisfaction of respondents towards variety of Aavin products. According to the above diagram 12% are highly satisfied, 60% are satisfied with the variety, 24% belongs to neutral category and 4% of the respondents are dissatisfied. It is very prominent that majority of respondents are satisfied with the variety of products offered by Aavin. Regarding the marketing efforts, 16% are highly satisfied, 50% are satisfied with the marketing efforts, 24% belongs to neutral category and 10% of the respondents are dissatisfied. It is very prominent that majority of respondents are satisfied with the marketing efforts of Aavin. Regarding the availability, 18% are highly satisfied, 60% are satisfied with the availability, 18% belongs to neutral category and 4% of the respondents are dissatisfied. It is observed that majority of respondents are satisfied with the availability of Aavin.

Table 8: Factors influenced to choose Aavin

Factors Response Percentage Price 8 4% Quality 116 58% Taste 44 22% Availability 28 14% Packaging 4 2% Other factors 0 0% TOTAL 200(100%) 200(100%)

(Source: Primary Data)

The above table depicts the factors influenced to choose Aavin products. About 4% of the respondents have rated price as an important factor to choose Aavin, 58% have rated quality, 22% have rated taste, 14% have rated availability and 2% have rated packaging as an important factor. It is evident that

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majority of respondents have rated the quality as an important factor which influenced to choose Aavin products.

Table 9: Customer’s recommendation to others for purchasing Aavin products

RECOMMENDATION Response Percentage Yes 170 85% No 30 15% Total 200 100% (Source: Primary Data)

The above table shows that 85% of customers recommend Aavin products to others and only 15% of customers do not recommend to others. This shows that the majority of customers recommend Aavin products to others.

FINDINGS

1. Daily consumption of milk shows that 28% of the respondents buy 500ml in a day, 36% of the respondents buy 1 liter, 24% buy 1.5 liters of milk and 12% of respondents buy 2 liters and more. 2. Majority of respondents are Aavin milk card holders. 3. Respondents’ opinion about the price of Aavin products shows that 8% feels that the price is very high, 41% feels that price is high, 48% feels that the price is reasonable and 3% feels the price is low. 4. The ratings of the respondents towards the quality of Aavin products shows that 12% feels that the quality is excellent, 60% of the respondent feels that the quality is good and 28% feels it is fair.

5. The ratings of the respondents towards the taste of Aavin products depicts that 22% feels that the taste is excellent, 52.5% of the respondent feels that the taste is good and 25.5% feels it is fair.

6. Awareness towards customized Aavin products among customers shows that 76% are aware about the customized products and 24% are not aware about the customized Aavin products. 7. Customers rating towards the satisfaction of respondents towards variety of Aavin products 12% are highly satisfied, 60% are satisfied with the variety, 24% belongs to neutral category and 4% of the respondents are dissatisfied. 8. Customer satisfaction towards marketing efforts of Aavin products shows that 16% are highly satisfied, 50% are satisfied with the marketing efforts, 24% belongs to neutral category and 10% of the respondents are dissatisfied.

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9. Customer satisfaction towards availability of Aavin products shows that 18% are highly satisfied, 60% are satisfied with the availability, 18% belongs to neutral category and 4% of the respondents are dissatisfied. 10. The factors influenced to choose Aavin products shows that 58% have rated quality, 22% have rated taste,14% have rated availability and 2% have rated packaging as an important factor. 11. Customers’ recommendation of Aavin products to others shows that 85% of customers recommend Aavin products to others and only 15% of customers do not recommend to others.

SUGGESTIONS

 About 41% of the respondents feels that the prices of Aavin products are high and 48% feels that the price is reasonable. Since the customers feel the prices are high, Aavin can reduce the price to attract as well as retain more customers in present as well as in future.

 With increase in competition Aavin can improve their marketing efforts to attract prospective buyers and to inform their customers about their new arrivals and new variety of products.

CONCLUSION

Consumer perception is one of the relevant factors that a company should consider in order to run the business profitably. It has a great influence in attracting new customers and retaining existing customers. The study reveals that while purchasing for dairy products consumers look for quality, taste and texture, validity and convenience. The major challenge is to make the milk affordable to all with all the necessary characteristics. From the survey it is evident that Aavin being a market leader fulfills the customer’s expectation.

REFERENCES

Ahila . D and C. Boopathib (2015), “Consumer Behavior on Aavin Milk and Dairy Products in Pollachi Taluk of Tamil Nadu”, International Journal of Commerce, Business and Management (IJCBM), ISSN: 2319–2828,Vol. 4, No.6,December.

Ananda Kumar and S. Babu (2014), “Factors influencing consumer buying behavior with special reference to dairy products in Pondicherry state”, International Monthly Refereed Journal of Research n Management & Technology ,Volume III, January.

Malhotra Naresh K. and Dash satyabhushan , (2010) Marketing Research : An Applied orientation, 6th edn., Noida, Pearson Prentice Hall

Rangasamy. N and Dhaka J.P., (2008) “Marketing Efficiency of Dairy Products for Cooperative and Private Dairy Plants in Tamil Nadu — A Comparative Analysis”, Agricultural Economics Research Review, Vol.21, PP. 235-242,Jul

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N.Elangovan and M.Gomatheeswaran (2015), “A study on consumer behavior towards various brands of milk and milk products with special reference to Thudiyalur town at Coimbatore district in Tamil Nadu”, Volume :2, Issue :4, 595- 601, e-ISSN: 2349-4182 p-ISSN: 2349-5979,April.

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