A STUDY ON THE LEVEL OF SATISFACTION OF CONSUMERS IN THE PERI-URBAN AREA OF TIRUCHIRAPPALLI ON THE MARKETING MIX FOR PACKET MILK THESIS SUBMITTED TO THE BHARATHIDASAN UNIVERSITY,TIRUCHIRAPPALLI FOR THE AWARD OF THE DEGREE OF DOCTOR OF PHILOSOPHY IN BUSINESS ADMINISTRATION BY T.REVATHI UNDER THE GUIDANCE OF DR. I. FRANCIS GNANASEKAR M.Com., M.B.A., B.Ed., M.Phil., Ph.D., READER AND HEAD DEPARTMENT OF COMMERCE ST. JOSEPH‟S COLLEGE (AUTONOMOUS) TIRUCHIRAPPALLI 620 002. POST GRADUATE AND RESEARCH DEPARTMENT OF COMMERCE ST. JOSEPH‟S COLLEGE (AUTONOMOUS) Nationally Reaccredited by NAAC with A+ College with Potential for Excellence Tiruchirappalli – 620 002. Tamil Nadu, India. JUNE,2009 CERTIFICATE Dr. I. Francis Gnansekar, M.Com., M.B.A., B.Ed., M.Phil., Ph.D., Reader and Head, PG and Research Department of Commerce, St. Joseph‟s College (Autonomous), Tiruchirappalli 620 002. This is to certify that the thesis “A study on the level of satisfaction of consumers in the peri-urban area of Tiruchirappalli on the marketing mix for packet milk” submitted to Bharathidasan University, Tiruchirappalli is a bonafide record of the research work done by Mrs.T.Revathi, during April 2004 to June 2009 under my guidance. Further it is certified that this record has not previously formed the basis for the award to the candidate of any degree, diploma, associateship, fellowship or any other similar title and that the thesis is an independent work on the part of the candidate. Station :Trichy Date : (Dr. I. Francis Gnanasekar) Research Advisor. ACKNOWLEDGEMENT I take this opportunity to express my deep sense of gratitude and sincere thanks to my research guide Dr. I. Francis Gnanasekar, M.Com., M.B.A., B.Ed., M.Phil., Ph.D., Reader and Head, Department of Commerce, St. Joseph‟s College (Autonomous), Tiruchirappalli, for his constant encouragement, inspiring guidance and valuable suggestions, which led to the successful completion of this work. I am extremely thankful to the Rev. Dr. R. Rajarathinam SJ, Principal, St. Joseph‟s College (Autonomous), Tiruchirappalli, for his permission and moral support for the successful completion of this endeavor. I am very much grateful to Dr. L.J. Charles, Department of Commerce, St. Joseph‟s College (Autonomous), Tiruchirappalli, and Dr. E. Mubarak Ali, Reader in Commerce, Jamal Mohamed College, Tiruchirappalli, for their inspiring advice and valuable suggestions, as a Doctoral Committee Members. I am indebted to a great extent to Dr. G. Stephen Vincent, M.Sc., M.Phil., Ph.D., Reader, Department of Statistics, St. Joseph‟s College (Autonomous), Tiruchirappalli, for his guidance in the technical part of the research work. I am very much grateful to Dr. N. Shaik Mohamed, M.Com., M.Phil., Ph.D., B.Ed., PGDPM., PGDJMC., PGDEE., Reader and Research Advisor, P.G. and Research Department of Commerce, Jamal Mohamed College, Tiruchirappalli, for having introduced me to Dr. I. Francis Gnanasekar in 2003. I respectfully thank Dr. R.Krishnaraj, Professor, Department of Management Studies, Saranathan College of Engineering, Tiruchirappalli, the greatest task in this research is the statistical area, where I was given proper guidance by him with the usage of SPSS-14 package in the research work. This has really helped me to bring out an elaborate analysis and resultant interpretation. I am thankful to my family members for their love, affection and moral support. I convey my sincere thanks to Women-respondents, Retailers, Distributors and Sales representatives for having spared their valuable time, to contribute for this study. I am thankful to library authorities of Bharathidasan University, St. Joseph‟s College (Autonomous), Madurai Kamaraj University, Madurai, Bharathiyar University, Coimbatore, and Veterinary College and Research Institute, Namakkal, who have permitted me to refer the journals, magazines and books. I gratefully remember the invisible individuals, who have worked behind the screen, if not this thesis would have been a dream. I thank them all. Above all I thank the Almighty who has been the sole source of spirit and strength to me, in my entire endeavor in this venture. Date: T.REVATHI (Research Scholar) CONTENTS CHAPTER TITLE PAGE NO. I. INTRODUCTION 1 II. REVIEW OF LITERATURE 22 III. PROFILE OF THE STUDY AREA AND DAIRY INDUSTRY 134 IV. ANALYSIS AND INTERPRETATION 155 V. FINDINGS, CONCLUSION AND SUGGESTIONS 222 APPENDIX I. BIBLIOGRAPHY II. ABBREVIATION III. QUESTIONNAIRE IV. PAPERS PUBLICATION LIST OF TABLES TABLE NO. TITLE PAGE NO. CLASSIFICATION OF THE RESPONDENTS OF 1. TIRUCHIRAPALLI CORPORATION ACCORDING TO 156 THEIR ZONE LOCATION DISTRIBUTION OF RESPONDENTS ACCORDING TO THEIR 2. AGE 157 LEVEL OF EDUCATION OF THE RESPONDENTS 3. 158 CLASSIFICATION OF THE RESPONDENTS ACCORDING 4. TO THE MONTHLY INCOME OF THE HOUSEHOLD 159 OCCUPATION OF THE RESPONDENTS 5. 160 TYPE OF EMPLOYMENT OF THE RESPONDENTS 6. 161 TYPE OF FAMILY OF THE RESPONDENTS 7. 162 FOOD HABIT OF THE RESPONDENTS 8. 163 CLASSIFICATION OF THE RESPONDENTS ACCORDING 9. TO THE EXPENDITURE ON MILK PER MONTH 164 CLASSIFICATION OF THE RESPONDENTS ACCORDING TO THE QUANTITY OF PACKETMILK USED IN THEIR 10. 165 HOUSEHOLD CLASSIFICATION OF THE RESPONDENTS ACCORDING 11. TO TYPE OF PACKETMILK PURCHASED 166 CLASSIFICATION OF THE RESPONDENTS ON THE BASIS OF OPINION ON VARIOUS FEATURES OF PACKET 12. 167 MILK CLASSIFICATION OF THE RESPONDENTS ACCORDING 13. TO THE CHOICE OF BRANDED PACKET MILK 171 DISTRIBUTION OF THE RESPONDENTS ACCORDING 14. TO THE BRAND SATISFACTION OF PACKETMILK 172 CLASSIFICATION OF THE RESPONDENTS ACCORDING 15. TO THE ALTERNATE CHOICE OF BRANDED 173 PACKETMILK RESPONDENTS CHOICE OF PACKET MILK WITH 16. RESPECT TO MARKETING MIX PRACTICES 174 CLASSIFICATION OF THE RESPONDENTS ACCORDING 17. 176 TO THE NUMBER OF PACKET MILK BRAND USED TABLE NO. TITLE PAGE NO. CLASSIFICATION OF THE RESPONDENTS, ACCORDING 18. TO THE SATISFACTION ON SACHET PACKING 177 CLASSIFICATION OF THE RESPONDENTS ON THE 19. BASIS OF LOOKING THE DATE OF MILK PACKING 178 CLASSIFICATION OF THE RESPONDENTS ON THE BASIS 20. OF FREQUENCY OF LOOKING THE DATE OF MILK 179 PACKING CLASSIFICATION OF THE RESPONDENTS ON THE 21. BASIS OF PROBLEM OF PACKET MILK 180 CLASSIFICATION OF THE RESPONDENTS ON THE BASIS 22. OF PREFERENCE OF PACKET MILK IN LESS THAN 250 ml 181 SACHET CLASSIFICATION OF THE RESPONDENTS ACCORDING 23. TO THE FREQUENCY OF PURCHASE OF PACKET MILK 182 IN LESS THAN 250 ml SACHET CLASSIFICATION OF THE RESPONDENTS ACCORDING 24. TO THE QUANTITY OF PREFERENCE OF PACKET MILK 183 IN LESS THAN 250 ml SACHET EXPECTATION ON IDEAL PACKING METHOD 25. 184 CLASSIFICATION OF THE RESPONDENTS, ACCORDING TO THE AWARENESS OF NON – DEGRADABLE NATURE 26. 185 OF PLASTIC CLASSIFICATION OF THE RESPONDENTS ACCORDING 27. TO THE SOURCE OF AWARENESS OF NON – 186 DEGRADABLE NATURE OF PLASTIC CLASSIFICATION OF THE RESPONDENTS ACCORDING 28. TO THE METHOD OF DISPOSAL OF SACHET BAGS 187 FACTOR ANALYSIS – OPINION ON THE BASIS OF PRODUCT FEATURE 29. 188 RELATED COMPONENT MATRIX AS TWO COMPONENTS EXTRACTED CHI-SQUARE TEST – CROSS TABULATION-EDUCATIONAL 30. QUALIFICATION OF THE RESPONDENTS AND THEIR 190 OPINION ON TYPE OF PACKET MILK CHI-SQUARE TEST – CROSS TABULATION- OCCUPATION 31. OF THE RESPONDENTS AND THEIR OPINION ON 191 HYGIENIC QUALITY OF PACKET MILK PERCEPTUAL MAP FOR WELL-KNOWN DAIRY 32. PRODUCT 192 CLASSIFICATION OF THE RESPONDENTS, ACCORDING 33. TO THE PRICE INFLUENCE OF PAKCET MILK 196 OPINION OF THE RESPONDENTS, ON PRICE OF PACKET 34. MILK 197 TABLE NO. TITLE PAGE NO. MANN WHITNEY U TEST – OPINION OF NUCLEAR AND 35. JOINT FAMILY TYPE OF RESPONDENTS ON PRICE OF 198 PACKET MILK CLASSIFICATION OF THE RESPONDENTS ACCORDING 36. TO THE INFLUENCE OF PROMOTIONAL FACTORS IN 199 THEIR DECISION MAKING OF PACKET MILK CLASSIFICATION OF THE RESPONDENTS ON THE BASIS 37. OF MEDIA OF ADVERTISEMENT 202 CLASSIFICATION OF THE RESPONDENTS ON THE BASIS 38. OF OPINION ON RELEVANCE OF ADVERTISEMENT 203 KENDALL COEFFICIENT OF CONCORDANCE (W) – 39. ASSOCIATION BETWEEN PROMOTIONAL INPUT 204 VARIABLES KRUSKAL-WALLIS TEST – OPINION OF THE 40. RESPONDENTS IN THE PROMOTIONAL ASPECT OF FREE 205 GIFT BOX PLOT-DISPERSION OF DIFFERENT OCCUPATION 41. OF THE RESPONDENTS ON THE BASIS OF EXCHANGE 206 OFFER OF PACKET MILK CLASSIFICATION OF THE RESPONDENTS ACCORDING 42. TO THE SOURCE OF MILK SUPPLY 208 CLASSIFICATION OF THE RESPONDENTS ON THE BASIS 43. OF OPINION ON RETAIL DISTRIBUTION SYSTEM OF 209 PACKET MILK FACTOR ANALYSIS – OPINION ON THE BASIS OF RETAIL DISTRIBUTION SERVICE FACTOR 44. RELATED COMPONENT MATRIX AS TWO COMPONENTS 212 EXTRACTED KRUSKAL-WALLIS TEST-OPINION OF THE 45. RESPONDENTS IN THE DISTRIBUTION ASPECT OF HOME 214 DELIVERY SERVICE OF PACKET MILK PERCEPTION OF THE RESPONDENTS ABOUT 46. UHT – PACKET MILK 215 OPINION OF THE RESPONDENTS TO VARIOUS 47. FEATURES OF UHT – PACKETMILK 216 RESPONDENTS INTEREST TO PURCHASE UHT-PACKET 48. MILK 218 REASON FOR PURCHASE PREFERENCE OF UHT - 49. PACKET MILK 219 FACTOR ANALYSIS – OPINION ON THE BASIS OF PRODUCT DEVELOPMENT FEATURES 50. 220 RELATED COMPONENT MATRIX AS TWO COMPONENTS EXTRACTED LIST OF FIGURES FIGURE NO. TITLE PAGE NO. 1. STRATIFICATION OF THE UNIVERSE 10 2. STRATA PROPORTION OF SAMPLE 12 3. DAIRY INFRA-STRUCTURE IN INDIA 74 4. DAIRY PLANTS OPERATING IN INDIA 75 RECOMMENDED DAIRY INTAKE OF MILK FOR VARIOUS 5. 105 AGE GROUPS 6. PERCEPTUAL MAP 193 BOX PLOT 7. 207 A STUDY ON THE LEVEL OF SATISFACTON OF CONSUMERS IN THE PERI-URBAN AREA OF TIRUCHIRAPPALLI ON THE MARKETING MIX FOR PACKET MILK ABSTRACT * Dr. I. Francis Gnanasekar **T. Revathi India had the highest milk production of, 84.6 million tonnes in 2001 in the world, and the organized sector handled about 12.5 per cent of the total milk production which is about 10.6 million tonnes. It accounts for 15 per cent of world‟s milk production and its production is growing at the rate of four point five per cent per year as against the world‟s milk growth rate of one point one per cent per year.