a study on brand preference for milk in rural and …journalstd.com/gallery/35-oct2019.pdfpresent...
TRANSCRIPT
A STUDY ON BRAND PREFERENCE FOR MILK IN RURAL AND URBAN AREAS
AT SALEM DISTRICT
Mr.C.SASIKUMAR, Research Scholar in Department of Business Administration,
Arignar Anna Government Arts College, Attur
&
Dr.K.V.KANNAN Assistant Professor in Department of Business Administration,
Government Arts College, Kumarapalayam, Namakkal-Dt
ABSTRACT
Brand is one of the most valuable intangible assets of any organization. Hence it is
imperative to manage it well to maximize its returns. The end result of creating a successful
brand fundamentally rests with the customers. Organizations can do their best to create a
successful brand, but the question is whether customer also perceives the same about the brand.
The marketing activity linked with the brand tries to influence the customer's mind towards the
brand. The branded milk companies are in the stiff competition in the market among the giant
brands in Salem district. Every nation there exist the problem of affinity towards the
international products which bare brand name. People like to buy branded products because of its
big publicity and advertisements. Local entrepreneurs have less publicity and less fund when
compared to the top brands. This study focuses on brand preference for milk in rural and urban
areas in Salem district. The researcher has taken 300 samples for the present study, which
comprises of 150 respondents from the rural areas and 150 respondents from urban areas. For the
present study the researcher select seven popular branded milk in Tamilnadu (Aavin, Arokya,
Thirumala, Hatsun, KC, Komatha and Thirumala). This piece of research is concluded that the
consumers of the Salem district are satisfied with the brands available in their area on certain
factors and they still needs good quality, package design, availability and etc. Based on the
recommendation given in the study, the consumers will be customers forever to the brand and get
satisfaction with respect to their brand preferences. It is intended for to future researchers could
carry out research on comparative analysis of neighboring districts in Tamilnadu then, it would
be caring to find out the brand preferences over the state and it will lead the brand to empower in
the market.
Science, Technology and Development
Volume VIII Issue X OCTOBER 2019
ISSN : 0950-0707
Page No : 367
Keyword: brand preference, consumer bahaviour and consumer choice.
1. Introduction
Brand is one of the most valuable intangible assets of any organization. Hence it is
imperative to manage it well to maximize its returns. The end result of creating a successful
brand fundamentally rests with the customers. Organizations can do their best to create a
successful brand, but the question is whether customer also perceives the same about the brand.
The marketing activity linked with the brand tries to influence the customer's mind towards the
brand. However, the shift to experiential marketing broadens the role of the brand from a bundle
of attributes to experiences. Experiential marketing also considers both, the rational and
irrational assumptions of consumer behaviour. The industrial advancement helped growing the
similarities between the brands attributes and manufactured goods commoditization. As a result,
consumers cannot form their preferences among brands by means of rational attributes alone.
They try to find the brand that creates practice; intrigue them in a sensorial, exciting, and creative
way. Companies’ competitiveness in which market become more and more hard in the industry.
Their survival requires building their competitive advantage by delivering memorable
experiences, which would influence consumers’ brand preferences, and consequently stimulate
consumers’ purchase decisions.
Brand preference shows a desire to use a specific company's product or service even
when there are equally-priced and equally-available substitutes. In fact, more habitually than not,
brand preference shows a desire to seek out a definite product or service even when it needs
paying more or expending more attempt to get it. Brand preference is key to companies because
it contributes an indicator of their customers' reliability, the accomplishment of their marketing
plans, and the strength of their particular brands. There has been a extensive standing interest
from marketers to know how consumers form their preferences on the way to a specific brand.
Brand preference is strongly related to brand choice that can make easy for consumer decision
making and make active the brand purchase. Knowing the pattern of consumer preferences over
the population is a serious input for designing and rising innovative marketing strategies.
Science, Technology and Development
Volume VIII Issue X OCTOBER 2019
ISSN : 0950-0707
Page No : 368
Brand preferences have long been detailed using customary models, which principally
focus on consumers’ cognitive decision of brand attributes on a coherent basis. However, the
move to experiential marketing, the keystone of branding, has lengthened the role of the brand
from a bundle of attributes to experiences. It also considers both the rational and irrational
aspects of consumer behaviour. In addition, technological advances have increased the
similarities between brands and product commoditization. Therefore, consumers find it difficult
to differentiate between brands on functional attributes alone. Instead, they seek the brand that
creates an experience; that intrigues them in a sensorial, emotional and creative way. Such
empirical appeals are significant components of a brand, and are used in brand isolation and
improvement of consumer preference.
2. Statement of the problem
The branded milk companies are in the stiff competition in the market among the giant
brands in Salem district. Every nation there exist the problem of affinity towards the
international products which bare brand name. People like to buy branded products because of its
big publicity and advertisements. Local entrepreneurs have less publicity and less fund when
compared to the giant brands. This study focuses on brand preference for milk in rural and urban
areas in Salem district.
3. Scope and objective of the study
The study only focuses brand preferences for milk. It only studies the Salem district. The survey
has conducted in rural and urban areas. The objectives of the study as follows:
To study the brand preference for milk in rural and urban areas in Salem district
To analyse opinion about the price different among the brands in rural and urban areas
To ascertain the opinion about the purchase of same brand in future among rural and urban
Science, Technology and Development
Volume VIII Issue X OCTOBER 2019
ISSN : 0950-0707
Page No : 369
areas
To understand the reason for preferring particular brand of milk among rural and urban
areas
4. Review of literature
Aron O'Cass, Kenny Lim, et al, (2001) , conducted a study on “The Influence of Brand
Associations on Brand Preference and Purchase Intention: An Asian Perspective on Brand
Associations” The study examines the preferences and purchase intentions of young South-east
Asian consumers. Exclusively, the study concentrates on the non-product brand associations and
to tests their impacts on brand preference rating and purchase intentions toward special brands of
fashion apparel.
Shiva Prasad (2009) indicates that the milk is nature’s most nearly perfect food,
being deficient only in iron. As such it is an excellent food for raising the young mammals, but
it may also become a harmful food under sanitary conditions. It must, therefore, be assured
that milk which enters into produced and handled and sanitary so that it will have good .And be
free from pathogens. From the point of view of the consumer, milk quality signifies the three
main characteristics which determine its suitability for human consumption; its cleanliness and
keeping quality, its freedom from pathogens and its nutritional value based on its composition.
Rubaina (2010) conducted a research on the customer preference towards dairy products. The
study made an attempt to identify the customer's preference towards dairy products and to know
about the factors which influence the selection of different brand of dairy products. The study
revealed that the company should make survey to know the expectations of the consumers and
produce the products in the manner so as to attract more customers towards their brand and
advertisement can be done through mass media increase sales and to educate customers about the
product.
Science, Technology and Development
Volume VIII Issue X OCTOBER 2019
ISSN : 0950-0707
Page No : 370
Merlin Sealer Sing (2013) in his study titled“ Essential and commercial nature of Aavin
milk in Tamilnadu with special reference to Kanyakumari and Coimbatore districts” that brand
names “Aavin milk” and “Aavin by products” are very popular brands among the people mainly
because of adulteration free production and also doctors recommend it to the patient .In
Kanyakumari district 74 percent of the respondents accepted that there is very high demand and
22 percent high demand for this product. But in Coimbatore district 73 percent respondents state
that there is a high demand and 13 percent say that there is very high demand for milk and by
product.
5. Research methodology
This study based on both primary and secondary data. The data which is composed in a
new manner and which is not obtainable is termed as primary data. For the purpose of collecting
primary data with regard to the brand preference for milk among rural and urban consumers, the
researcher has carefully designed an interview schedule. The existing data is termed as the
secondary data. Secondary data that were collected out of books, journals, magazines,
newspapers and available articles from leading journals. Since the objective of the study is to
find out the brand preference of milk among rural and urban consumers, the researcher has
adopted convenient sampling technique for data collection. The researcher has taken 300
samples for the present study, which comprises of 150 respondents from the rural areas and 150
respondents from urban areas. For the present study the researcher select seven popular branded
milk in Tamilnadu (Aavin, Arokya, Thirumala, Hatsun, KC, Komatha and Thirumala).
6. Data analysis and interpretation
Table 1. Gender of the Respondents
Gend
er
Rural Urba
n
Total
Resp. Perce
nt
Resp. Perce
nt
Res
p.
Perce
nt
Male 70 46.65 90 60.00 160 53.35
Femal
e
80 53.35 60 40.00 140 46.65
Science, Technology and Development
Volume VIII Issue X OCTOBER 2019
ISSN : 0950-0707
Page No : 371
Total 150 100 150 100 300 100
Source: Primary data
It is observed from Table 1 that, among the rural milk consumers, 80 consumers (53.35
percent) are female and among the urban milk consumers, 90 consumers (60 percent) are male.
Table 2. Monthly Income of the Respondents
Income Rural Urban Total
Res
p.
Perce
nt
Res
p.
Perc
ent
Re
sp
Percent
Below
Rs.3000 55 36.65 08 05.35 63 21.00
Rs.3000 to
Rs.6000
32
21.3
5 20
13.35
52
17.3
5
Rs.6000 to
Rs.9000
24
16.0
0 33
22.0
0
57
19.0
0
Rs.9000 to
Rs.12000 21 14.00 41 27.30 62 20.65
Above
Rs.12000
18 12.00 48 32.00 66 22.00
Total 1
5
0
100 15
0
100
300
100
Source: Primary data
It is observed from table 2 that, among the rural milk consumers, 55 consumers
(36.65 percent) earned below Rs.3000 and it is clear that majority of urban consumers
48 consumers (32 percent) earned above Rs.12000.
Table 3. Brand preference of the Respondents
Brand Name
Rural Urban Total
Resp. Percent
Resp.
Percent
Resp
Percent
Aavin 16 10.67 35 23.33 82 27.33
Arokya 7 4.67 16 20 19 6.33
Cavin
Care 5 3.33 8 5.33 13 4.33
Science, Technology and Development
Volume VIII Issue X OCTOBER 2019
ISSN : 0950-0707
Page No : 372
Hatsun 8 5.33 62 41.33 43 14.33
KC 80 53.33 7 2.65 87 29.00
Komath
a 4 2.67 10 5.35 14 4.67
Aroma 30 20.00 12 2 42 14.00
Total 150 100 150 100 300 100
Source: Primary data
It is observed from Table 3 describes about the brand of milk currently used by the
respondents. Among the rural consumers, 80 consumers (53.33 percent) are using KC brand
and among the urban consumers, 62 consumers (41.33 percent) are using Hatsun brand.
Table 4. Opinion about Price of different brands of Milk (Rural Consumers)
Brand
Name Very High (5)
High (4)
Moderate (3)
Low (2)
Very Low (1)
Total
Ran
k
Res.
Wegt
Res.
Weigt
Res.
Wegt
Res.
Wegt
Res
Wegt
Res
Wegt
Aa
vin 15
075
20
080
40
120
40 80 35
35 150
390
III
Aro
kya 40
200
15
060
20
060
35 70 40
40 150
430
I
Ca
vin
Car
e
10
050
15
060
30
090
40 80 55
55 150
335
VII
Hat
sun 15
075
25
100
30
090
40 80 40
40 150
385
IV
KC 18
090
20
080
30
090
42 84 40
40 150
384
V
Ko
mat
ha
20
100
20
080
20
060
40 80 50
50 150
370
VI
Aro22
110
18
07
42
12
38 76 30
30 15
41
II
Science, Technology and Development
Volume VIII Issue X OCTOBER 2019
ISSN : 0950-0707
Page No : 373
ma 2 6 0 4
Source: Primary data
It is observed from Table 4 that, first rank (total score 430) has been attained by Arokya
brand so the rural consumers feel that price is very high, second rank (total score 414) has been
attained by Aroma brand, third rank (total score 390) has been attained by Aavin brand, fourth
rank (total rank 385) has been attained by Hatsun brand, fifth rank (total score 384) has been
attained by KC brand and last rank (total score 335) has been attained by Komatha brand so
majority of rural consumers feels that Cavin Care brand price is very low. It is clear that Arokya
brand price is very high.
Table 5 Opinion about Price of different brands of Milk (Urban Consumers)
Brand Name Very High (5)
High (4)
Moderate (3)
Low (2)
Very Low (1)
Total R
a
n
k Res
. Wegt
Res.
Weigt
Res.
Wegt
Res.
Wegt
Res
Wegt
Res
Wegt
Aavin
08
04
0 15
0
6
0
5
5
16
5 40
08
0
3
2
3
2
15
0
37
7
VI
I
Arokya
25
12
5 30
1
2
0
4
5
13
5 30
06
0
2
0
2
0
15
0
46
0 I
Cavin
Care
12
06
0 18
0
7
2
5
0
15
0 38
07
6
3
2
3
2
15
0
39
0 VI
Hatsun
18
09
0 22
0
8
8
4
0
12
0 40
08
0
3
0
3
0
15
0
40
8 IV
KC
19
09
5 24
0
9
6
4
2
12
6 38
07
6
3
3
3
3
15
0
42
6 III
Komatha
16
08
0 20
0
8
0
4
0
12
0 50
10
0
2
4
2
4
15
0
40
4 V
Aroma
20
10
0 22
0
8
8
4
4
13
2 46
09
2
1
8
1
8
15
0
43
0 II
Source: Primary data
Science, Technology and Development
Volume VIII Issue X OCTOBER 2019
ISSN : 0950-0707
Page No : 374
It is observed from Table 5 that, first rank (total score 460) has been attained by Arokya
brand, so the urban consumers feels that price is very high, second rank (total score 430) has
been attained by Aroma brand, third rank (total score 426) has been attained by KC brand, fourth
rank (total score 408) has been attained by Hatsun brand, fifth rank (total score 404) has been get
by Komatha brand, sixth rank (total score 390) has been secured by Cavin Care brand and last
rank (total score 377) has been secured by Aavin brand, so the majority of urban consumers feels
that price is very low. It is clear that Arokya brand price is very high.
Table 6. Opinion about purchase of same brand in future
Bran
d
Nam
e
Rural Urban Total
Yes No Yes No
Yes No
No.
Perc.
No.
Perc.
No.
Perc.
No.
Perc.
No.
Perc.
No.
Perc.
Aavi
n
16 13.35 00 00.00 75 69.5
0
05 11.90 91 39.90 05 06.95
Arok
ya
30 25.00 05 16.65 10 09.2
5
20 47.60 40 17.50 25 34.75
Cavin
Care
62 51.65 00 00.00 16 14.8
0
04 09.50 78 34.25 04 05.55
Hatsu
n
00 00.00 07 23.35 00 00.0
0
05 11.90 00 00.00 12 16.65
KC 02 01.65 06 20.00 00 00.0
0
04 09.50 02 00.90 10 13.85
Kom
atha
10 08.35 02 06.65 07 06.4
5
01 02.45 17 07.45 03 04.15
Arom
a
0
0
00.0
0
1
0
33.35 00 00.0
0
03 07.15 0
0
00.00 13 18.10
Total 1
2
0
100
3
0
100 108 100 42 100 2
2
8
100 7
2
100
Source: Primary data
It is clear from Table 6. that, out of 150 rural consumers, 120 consumers have given
suggestion that they would purchase the same brand in future and the remaining 30
consumers would not purchase the same brand in future. Out of 150 urban consumers, 108
Science, Technology and Development
Volume VIII Issue X OCTOBER 2019
ISSN : 0950-0707
Page No : 375
consumers have given suggestion that they would purchase the same brand in future and the
remaining 42 consumers would not purchase the same brand in future. Among the total
consumers, the majority of consumers would purchase the same brand in future.
Table 7. Reason for Preferring Particular Brand among the Rural Consumers
SL. NO.
REASON GARRETT MEAN SCORE
(AVG. SCORE)
RANK
1 Best Quality 54.25 IV
2 Thickness 59.85 II
3 No Bacteria/No Cloistral 48.22 VI
4 Normal Price 61.58 I
5 Easy Availability 55.89 III
6 Brand Name 45.22 VI
I
7 Any time available 50.25 V
Source: Primary and Calculated data
It is evident from Table 7. that, first rank (Avg. Score 61.58) has been secured by normal
price of milk, second rank (Avg. Score 59.85) has been secured by thickness of milk, third rank
(Avg. Score 55.89) has been secured by easy availability of milk, fourth rank (Avg. Score 54.25)
has been attained by best quality of milk and last rank (Avg. Score 45.22) has been attained by
brand name. It is clear that majority of rural consumers prefer the particular brand reason for
normal price.
Table 8. Reason for Preferring Particular Brand among the Urban Consumers
SL.
NO.
REASON GARRETT MEAN
SCORE
(AVG. SCORE)
RA
NK
1 Best Quality 64.25 I
2 Thickness 56.21 V
3 No Bacteria/No Cloistral 50.03 VI
I
4 Normal Price 58.24 IV
5 Easy Availability 62.01 II
6 Brand Name 61.98 III
7 Any time available 53.09 VI
Source: Primary and Calculated data
Science, Technology and Development
Volume VIII Issue X OCTOBER 2019
ISSN : 0950-0707
Page No : 376
It is clear from table 8, that first rank (Avg. Score 64.25) has been secured by best
quality, second rank (Avg. Score 62.01) has been secured by easy availability, third rank (Avg.
Score 61.98) has been secured by brand name, fourth rank (Avg. Score 58.24) has been secured
by normal price and last rank has been secured by no bacteria and no cloistral. It is clear that
majority of urban consumers prefer the particular brand reason for best quality.
7. Recommendations
The present study reveals about the brand preference for milk among the rural and urban
consumers in Salem District. The researcher grasped up various factors and summed up them.
Relevant suggestions to solve the problems of rural and urban consumers are given below:
Majority of respondents felt that the popular brands are not available in their residential area. The
researcher suggests that the manufacturers can take good measures to distribute their brand in all
places of Salem district. Some respondents has given opinion that buyers have not known their
brand milk because of the package colour, size and designs as it has similarity or look like of
other branded milk. The researcher suggest to the companies should focus on the package design
and models so as to distinguish from the other brands of milk. Majority of respondents has given
opinion that the branded milk price is too high. The researcher suggests that the companies
which produce branded milk should maintain rational price for their brand, it will surely induce
the new customer who belongs to the middle and the lower classes.
Conclusion
This piece of research is concluded that the consumers of the Salem district are satisfied
with the brands available in their area on certain factors and they still need good quality, package
design, availability and etc. Based on the recommendation given in the study, the consumers
will become loyal one to the brand and endorse the same brand to others. It is intended for to
future researchers could carry out research on comparative analysis of neighboring districts in
Tamilnadu then, it would be caring to find out the brand preferences over the state and it will
lead the brand to empower in the market.
Science, Technology and Development
Volume VIII Issue X OCTOBER 2019
ISSN : 0950-0707
Page No : 377
References:
1 Shiv Prasad (2009), “Quality assurance in milk production at organized dairy
farms”, Indian Farming, vol.53 No.3, Pp-22.
2 Merlin Sealer Sing, J(2013) “ Essential and commercial nature of Aavin milk in
Tamilnadu with special reference to Kaniyakumari and Coimbatore districts”
Dissertation, Department of commerce, Manonmaniam Sundaranar university
Tirunelveli.
3 Rubaina (2010) “A study on customers preference towards dairy products”, April.
4 George Balabanis, Nikoletta-Theofania Siamagka, (2017), "Inconsistencies in the
behavioural effects of consumer ethnocentrism: The role of brand, product category and
country of origin", International Marketing Review, Vol. 34 Issue: 2, pp.166-182,
https://doi.org/10.1108/IMR-03-2015-0057.
5 Hannes Datta, Kusum L. Ailawadi, and Harald J. van Heerde (2017), How Well Does
Consumer-Based Brand Equity Align with Sales-Based Brand Equity and Marketing-Mix
Response, Journal of Marketing, May 2017, Vol. 81, No. 3, pp. 1-20. 5.
6 Hyoryung Nam, Yogesh V. Joshi, and P.K. Kannan (2017), Harvesting Brand
Information from Social Tags, Journal of Marketing, July 2017, Vol. 81, No. 4, pp. 88-
108.
Science, Technology and Development
Volume VIII Issue X OCTOBER 2019
ISSN : 0950-0707
Page No : 378