“ANALYSIS OF CONSUMER BEHAVIOR IN REGARD TO SANCHI MILK IN GWALIOR CITY (MADHYA PRADESH)
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Date
2011-09
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jau,junagadh
Abstract
Milk is an essential commodity, which is inevitable in our day-to-day life. Hardly is any human being who does not taste milk throughout his life. The days were gone when milk can be purchased only from milk vendors. In these days when almost all items are sold in readymade forms in packets and milk is no more exception. It can be purchased at any time from a grocery shop. It is also good from health point of view as it is purified and the cholesterol content is removed from it. Several brands are available in the form of packet milk.
MPCDF is the apex organization at the top of 3 tier structure of dairy cooperatives in Madhya Pradesh. Underneath there are 5 autonomous regional co-operative milk unions comprising of more than one district. Milk Unions have chilling centers, dairy plants, powder plants and cattle feed plants at different locations. In turn, several village level dairy co-operative societies which procure raw milk and send it to the nearest chilling centre/dairy plant function under each milk union. MPCDF involves in the marketing of different types of milk in different pack sizes (Full cream milk, Standard milk, toned milk, double toned milk, skimmed milk etc.) and Indigenous fresh milk products (ghee, flavored milk, butter milk, shreekhand, sweet curd, mattha, dahi, lassi, peda, chakka, mawa, Paneer etc.) under the brand name of "Sanchi". There are lots of dairies in this region some of them are Goyal dairy, Parivar dairy, Himalaya dairy and food product, New Punjab dairy, Shri girraj dairy etc.
The main regions of Gwalior from where I have collected information are lashkar, morar, gola ka mandir, thatipur, sarrafa bazar and hazira because Sanchi dairy has their milk booths in these location and they want to know their marketing status in these areas. The study is an attempt to understand and predict consumer behavior. These in formations can play a great role in future market potentials of packet milk. Dairy industry in India is fast growing and expanding one. Studies on consumer behavior in regard to Sanchi milk will definitely help in its future growth and development in the right direction. In this project entitled “analysis of consumer behavior in regard to Sanchi milk in Gwalior city (M.P.)”, is an attempt is made to study the consumer behavior in Gwalior city. The main objectives of the study are:
1. To find out Sanchi milk consumers among packet milk consumers in Gwalior city.
2. To know the degree of satisfactions derived by the consumers in regard to price, quality, packaging and taste of the product.
3. To find out the impact of different factors affecting milk consumption.
4. To access the growth of milk procurement and selling in MP state cooperative dairy federation.
This study will certainly help the company to analyze the market demand and potentiality of the Sanchi milk in Gwalior city. The consumer behavior survey will be useful to know consumer perception about Sanchi milk in Gwalior city. The consumer behavior survey will helpful to increase the consumer awareness about Sanchi milk and milk products in Gwalior city. They are committed to facilitate consumer awareness programs about safe and pasteurized milk, quality and hygiene aspects of Sanchi milk and milk products so that by consumer survey the company can evaluate the success rate of company in field of consumer awareness and also find out the defeat points that they earn in Gwalior city (M.P.). The company will know about their major competitors with the help of this survey and accordingly they can make better strategy to meet competition.
There are some assumptions in this study: 1. Respondents will respond correctly. 2. Respondents will respond without bias. 3. Sample is true representative of population.
There are some limitations of the study: 1. As the study is completed in a limit span of 60 days. The time factor put a limit on the scope at extensiveness of the study. 2. Sample size is 200 milk consumers therefore sample may not be true representative of population.3. Convenience sampling is used.
The project work has completed in two months from 24-01-2011 to 24-03-2011. Purposive sampling technique is used for selection of survey area. It is generally used when you want to access a particular subset of people. Purposive sampling starts with a purpose in mind and the sample is thus selected to include people of interest and exclude those who do not suit the purpose. Simple random sampling is used for selection of consumers in these pre-defined areas. The sample size is 200. 200 milk consumers are contacted to collect relevant information from six different locations in Gwalior.
The primary data will be collected through survey. The information will be collected through personal interview and questionnaire from consumers about milk consumption, preferred quality of milk and milk product and preferred brand of milk in that particular area. Secondary data will be collected through annual reports and official website of MPCDF. These are the statistical tools which are used in analysis of project work: Multiple regression analysis, growth analysis, simple tabular and graphical analysis, and percentage method.
Milk is an essential commodity. It is useful to all groups of members. In Gwalior the loose milk is widely used by the respondents. From this study the researcher conclude that the Sanchi milk is more preferable than the other brand of milk in Gwalior. Some peoples are the hardcore loyal of Sanchi products so they want only Sanchi’s dairy products. Sanchi can increase its sales by adopting effective sales promotional schemes. Most of the respondents say that the quality of the product makes them to purchase the product consistently. So it would be beneficial to Sanchi to maintain their quality to expand their market coverage.