A STUDY ON RETAILER S PERCEPTION TOWARDS DEALING WITH BRANDED MILK IN VELLORE

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1 Journal of Sales and Marketing Management (JSMM) ISSN(P): ; ISSN(E): Applied Vol. 5, Issue 1, Jun 2015, 1-6 TJPRC Pvt. Ltd. A STUDY ON RETAILER S PERCEPTION TOWARDS DEALING WITH BRANDED MILK IN VELLORE G. PURUSHOTHAMAN 1, V. MANJULA PURUSHOTHAMAN 2 & K. KRISHNAMURTHY 3 1 Research Scholar, Thiruvalluvar University, Serkkadu,Vellore, Tamil Nadu, India 2 Assistant Professor, Department of English, D. B. Jain College, Chennai, Tamil Nadu, India 3 Research Supervisor & Guide, Department of Commerce, Rajeswari Vedachalam Govt. Arts College, Chengalpattu, Tamil Nadu, India ABSTRACT Milk is a white liquid produced by the mammary glands of mammals. It is the primary source of nutrition for young mammals before they are able to digest other types of food. Early-lactation milk contains colostrums, which carries the mother's antibodies to the baby and can reduce the risk of many diseases in the baby. It also contains many other nutrients. As an agricultural product, milk is extracted from mammals during or soon after pregnancy and used as food for humans. Worldwide, dairy farms produced about 730 million tones of milk in 2011, from 260 million dairy cows. India is the world's largest producer and consumer of milk, yet neither exports nor imports milk. New Zealand, the European Union's 28 member states, Australia, and the United States are the world's largest exporters of milk and milk products. China and Russia are the world's largest importers of milk and milk products. Throughout the world, there are more than 6 billion consumers of milk and milk products. Over 750 million people live within dairy farming households. Milk is a key contributor to improving nutrition and food security particularly in developing countries. Improvements in livestock and dairy technology offer significant promise in reducing poverty and malnutrition in the world. KEYWORDS: Milk is a white liquid produced by the Mammary Glands, 730 Million Tones of Milk in 2011 INTRODUCTION 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 a tropical country like India, agriculture may fail sometimes, due to monsoon failure but dairying never fails and gives them regular, steady income. Tamil Nadu, with a daily milk production of lakhs liters, is one of the leading states in milk production in India. And the Tamil Nadu milk cooperatives play a major role in the development dairy within the state. The milk cooperatives of Tamil Nadu, with the help from the government and National Dairy Development Board (NDDB), have played substantial roles in taking the state to the current position. Besides, NDDB also undertakes methodical approach and appropriate strategy for the upliftment of Tamil Nadu milk cooperatives.

2 2 G. Purushothaman, V. Manjula Purushothaman & K. Krishnamurthy The dairy development programmes in Tamil Nadu have been implemented through a wide network of cooperatives, which follow the Anand Model of the state of Gujarat. The model follows three-tier structure where primary milk producers' co-operative societies remain at the base level. In the district level, there is a union of producers' cooperative societies, whereas, Federation of District Co-operative Milk Producers' Union remain at the top (state) level of the structure. REVIEW OF LITERATURE Aside from the socio-economic and demographic factors discussed above, consumers health consciousness has been found to significantly affect the household s consumption of dairy products (Bonaventure and Wendy 2012). PHO Technical Report PHO Technical Report is now online Resource for Ontario public health professionals Developed by a group of PHO staff and experts, with input from OMAF experts Ontario Ministry of Agriculture and Food (OMAF), Ontario Ministry of Health and Long-Term Care (MOHLTC) and all 36 health units were invited to comment on the draft report. In addition to gender, ethnic group, household composition and size of young children in the household, other demographic variables such as income and educational level have been found to significantly influence milk consumption. De Alwis et al. (2009) found that the household s monthly income and level of education play a more important role in milk consumption. Consumers with higher income were more likely to purchase milk products and respondents who had completed higher level of education were more likely to consume dairy products (Ebru and Neslihan, 2013). OBJECTIVES OF STUDY To find out the retailer perception about branded milk in Vellore. To find out the impact of price of branded milk in Vellore. SCOPE OF THE STUDY This study helps to know the retailer s perception towards dealing with branded milk in Vellore. This study also helps the North Arcot Dist Coop Milk Producers' Union Limited, dealer to know their retailer perception in branded milk. So that the organization can shine in the future.this study further extended to find the overall performance of all branded milk. RESEARCH METHODOLOGY The descriptive research is carried out in this article, involves collecting data in order to answer question about this awareness issue. The size of the respondents 250 has been collected from Vellore.The type of Sampling Technique is convenience sampling. Sources of Data Primary data collected from questionnaire and interview schedule. The data were collected from various sources

3 A Study on Retailer s Perception Towards 3 Dealing with Branded Milk in Vellore such as booklet, website. Data collection method is Personal Interview. An Interview Schedule is used to collect sufficient information from the respondents. results. Percentage, Weighted average used to analyze the data collected from respondents in order to provide justifiable Analysis and Interpretation Various factors plays role to bring retailer perception towards dealing with branded milk in particular area. This studies attempt is made to identify the factor that brings retailer perception about branded milk. Table 1: Profile of Customers Category No. Of Customers Percentage Up to 25 years Age years Above 40 years Gender Male Female U.G Education P.G Diploma Others Student Self employment Occupation Public sector/govt. service Private sector Business Up to Rs Monthly Rs Income Rs Above Rs Source: Primary data Out of 250 customers, it is observed that 48% of the customers are in the age group Up to 25 years, 60% of the customers are females, 34.8% of the customers are having UG as their educational qualification, 33.6% of the customers are students and 38.8% of the customers are earning Rs as their monthly income. Factors Table 2: Preference Level on Selecting Branded Milk Highly No Ideas Least Not AT ALL Price Taste Thickness Nutrition Unspoil Brand Name Brand Image Advertisement Availability Package

4 4 G. Purushothaman, V. Manjula Purushothaman & K. Krishnamurthy For measuring the retailer perception dealing with branded milk, some factors were measured. Later inter relationship between the identified factors are also established using Weighted Average method. Table 3 explained preference level on selecting branded milk following shown as given below, Table 3: Preference Level on Selecting Branded Milk Factors X 5 X 4 X 3 X 2 X 1 Weighted Score Wx = Wx/ W Result Price Taste Highly Thickness Highly Nutrition No Ideas Unspoil Brand Name No Ideas Brand Image Least Advertisement No Ideas Availability Highly Package Highly Let X5 Highly X4 X3 No ideas X2 Least X1 Not at all Total Respondent Σwx Weighted Average = Σw W X Respondent Weighted value Σ w Total Respondent From the weighted average Table 2 we inferred that the respondents highly preferred the following factors like Thickness, availability, and package. The respondents least preferred the brand image and preferred the price, unspoil and no idea about the nutrition, brand name and advertisement Findings 48% of the respondents belong to the age group of Up to 25 years. 60% of the customers are females. 34.8% of the respondents have completed their UG in college.

5 A Study on Retailer s Perception Towards 5 Dealing with Branded Milk in Vellore 33.6% of the customers are students. 38.8% of the customers are earning Rs as their monthly income. Suggestions The company can supply correct cooling temperature in branded milk. The company can increase the rate quality in branded milk. The company cannot avoid uninterrupted supply in branded milk. CONCLUSIONS This study on the retailer s perception on the Vellore District Co-operative Milk Producers Union Ltd was carefully analyzed and interpreted win the help of various statistical tools and techniques. This article was done seriously to gain the practical knowledge and to find out the perception of retailers. It is found after analyzing various data collected for the study. I found the major expectations of the retailers are towards the margin their perception is to reduce the price and increase the maximum quality. It is also found that the customer only pulls the product. Hence the retailers most are motivated to push the product. The findings and suggestions are given based on that only. REFRENCES 1. Bonaventure Boniface1 and Wendy J. Umberger (2012), Factors influencing Malaysian consumers consumption of dairy products, Paper for presentation at the 56th AARES annual conference, Fremantle, Western Australia, February7-10, PHO Technical Report Ontario Agency for Health Protection and Promotion (Public Health Ontario). PHO technical report: update on raw milk consumption and public health: a scientific review for Ontario public health professionals. Toronto, ON: Queen s Printer for Ontario; Ebru O. and Neslihan Y. (2013), The factors affecting milk consumption preferences of the consumers Edirne Kesan township sample, Journal: Food, Agriculture and Environment, Vol. 11, Issue 3&4, pp

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