AWARENESS ABOUT HERITAGE MILK:

Table: 1 showing sources of knowledge about Heritage milkSource No of Respondents Percentage (%)

Advertisements 13 16Friends 5 7

Retailers 22 27Point of purchase 40 50

Total 80 100

Fig: 1 showing sources of knowledge about Heritage milk

16

7

27

50

0

10

20

30

40

50

60

Advertisements Friends Retailers Point ofPurchase

Source

No

of

resp

on

den

ce(%

)

Source: Primary data

INTERPRETATION:

The above table shows that 50% of the respondents know about the Heritage

milk through point of purchase display, containing wall paintings, display of the milk

packets in front of the shop and display of milk credits by the company. 27% through

retailers 16% of the respondents know about the company through advertisements, 7%

through friends.

TIME BEING USED HERITAGE MILK:

Table: 2 showing time being used Heritage milk

Time period No. Of respondents Percentage (%)Days 19 23

Months 21 27Years 40 50Total 80 100

Fig: 2 showing time being used Heritage milk

Source: Primary data

INTERPRETATION:

The analysis from the above table which is tabulated as 50% of

respondents is regular customer of Heritage milk from the past so many years,

where as 27%respondents are using few months. And 23% of respondents are

using heritage milk from very few days.

CONSUMPTION PER DAY:

Table: 3 showing customers consumption per day

Liters No. Of respondents Percentage (%)0.5liters 14 171liters 39 48

1.5 liters 16 212 and more above 11 14

Total 80 100

Fig: 3 showing customers consumption per day

Source: Primary data

INTERPRETATION:

From the above table show that 48%are consuming one- liter, 21% are consuming

one half-liter 17% of the respondents are consuming half-liter milk per day, and only

14% are consuming 2 or more than two liters/day.

VARIANTS OF MILK USED BY CUSTOMER:

Table: 4 showing variants of milk consumed by the consumers

Type of milk No. Of respondents Percentage (%)Toned milk 57 71Whole milk 11 14

Double toned milk 10 12Cow milk 2 3

Total 80 100

Fig: 4 showing variants of milk consumed by the consumers

Source: Primary data

INTERPRETATION:

From the above table shows that 71%of the respondents are preferred toned milk

14% of the respondents are using whole milk 12% are using Double toned milk, only 3%

of respondents prefers Cow milk.

Fig: 5 showing variants about considerable features of consumer.

Source: Primary data

INTERPRETATION:

Form the table it is clear that most of the consumers are looking for quality.

78% of the consumer’s preferred quality, 19% respondents considered Brand image, only

3% of respondents considered about prices of milk.

Quality refers to the taste, freshness, packing.

INFLUENCE OF PRICE :

Table: 6 showing customer opinions on prices of milk

Attributes No. Of respondents Percentage (%)

Price 2 3

Quality 63 78

Brand name 15 19Total 80 100

Opinion No. Of respondents Percentage (%)Low 0 0

Medium 47 59High 33 41Total 80 100

Fig: 6 showing customer opinions on prices of milk

Source: Primary data

INTERPRETATION:

From the 80respondents 59% of respondent’s opinion is that the price of the

Heritage milk is medium. None of the consumers are of the opinion that the price of milk

is low, 41% of the respondents are saying that the prices of Heritage milk are very high.

Because as the company is paying maximum support price to the farmers

and increase of the transportation cost. So prices of heritage milk are

competitive.

QUALITY OF MILK :

Table: 7 showing customer opinions on quality of Heritage milk

Quality No. Of respondents Percentage (%)Excellent 48 60

Good 23 29Average 9 11

Poor 0 0Total 80 100

Fig: 7 showing customer opinions on quality of Heritage milk

Source: Primary data

INTERPRETATION:

From the above table shows that 60% of consumers opined that the quality of

Heritage milk is Excellent, 29% respondents that it is good, 11% are average, none of

them say poor.

Hence, it can be concluded that most of the customers feel Excellent with the quality of Heritage milk. CONSUMERS OPINION ON FRESH MILK :

Table: 8 showing consumers opinion on fresh milk

Response No. Of respondents Percentage (%)Strongly agree 16 20

Agree 58 73Disagree 6 7

Strongly disagree 0 0Total 80 100

Fig: 8 showing customers opinion on fresh milk

Source: Primary data

INTERPRETATION:

The table shows that the 93% customers agreed that fresh milk is available in the

market it means Heritage foods supply everyday fresh milk with labels display of date,

month, year. Only 7% of the customers are not satisfied with freshness of milk

Therefore it can be seen from the table that most of the customers feel that Heritage milk is available freshly

AVAILABILITY OF HERITAGE MILK IN THE MARKET:

Table: 9 showing availability of Heritage milk in the market

Fig: 9 showing availability of Heritage milk in the market

Source: Primary data

INTERPRETATION:

The above table show that 85% of respondents are agree with the statement that

Heritage milk is easily available in the market,7% strongly agree, 5% respondents

disagree agree, Only 2% respondents are strongly disagreeing with the statements.

It because of company followed good supply chain process and timings

followed exactly.

CUSTOMER OPINION ABOUT CHANNEL OF DISTRIBUTION :

Response No. Of respondents Percentage (%)

Strongly agree 6 7

Agree 68 85

Disagree 4 5

Strongly disagree 2 2Total 80 100

Table: 10 showing customer opinions about channel of Distribution

Channel No. Of respondents Percentage (%)Door delivery 46 57

Purchase from Retail shop 12 15Purchase form Agents 18 23

Purchase from Company outlets 4 5Total 80 100

Fig: 10 showing customer opinions about channel of Distribution

Source: Primary data

INTERPRETATION:

From the above table shows that 57% of the customer preferred the door delivery

channel as the best option. Where as 15% opined purchasing from agents, 23% are

purchasing in at retail shops, 5% of respondents purchase from company outlets. Because

of company have more milk outlets through entire city.

Thus, it can be conclude by saying that customers feel door delivery channel as the best

option in purchasing milk

ATTRIBUTES OF HERITAGE MILK:

Table: 11 Showing Attributes of Heritage milk

Factor No. Of respondents Percentage (%)Flavour 6 8

Freshness 25 31Taste 33 41

Brand image 16 20Total 80 100

Fig: 11 Showing Attributes of Heritage milk

Source: Primary data

INTERPRETATION:

From the above table it is clear that out of 142 respondents 41% respondents are

saying that taste is the plus point of Heritage milk, 31% are saying that Freshness is

positive factor of Heritage milk, 20% of respond to Brand image of Heritage milk. 8% of

respondents to Falvour in milk. Because in customer point of view company have good

brand image. Where as milk tast is excellent because the company take more quality.

CUSTOMERS INTERST IN DAIRY PRODUCT:

Table: 12 showing Customers interest in Dairy products

Products No. Of respondents Percentage (%)Ice-creams 9 11

Flavoured milk 15 19Doodhpeda 12 15Butter milk 6 8

Curd 6 8Panner 6 8

All the above 25 31Total 80 100

Fig: 12 indicate the customer interest in Dairy products

INTERPRETATION:

From the above table shows that 31% of customers preferred and interest to use

in all dairy products, 19% preferred Flavor milk, 15% prefers Doodh peda, 11%

respondents preferred to buy Ice creams 8% responds to Buttermilk, curd, Pannier

respectively. Because the dairy products are very fresh and healthy. And most of the

customers are likely to buy curd and butter milk for their daily needs. Pannier is a

vegetable items mostly used in cooking purpose. Ice-creams are attracting the children’s.

AWARE OF HERITAGE PARLOURS :

Table: 13 showing customers aware of Heritage Parlors

Fig: 13 showing customers aware of Heritage Parlors

36

64

0

10

20

30

40

50

60

Aware Not aware

Response

No

of

resp

on

den

ce(%

)

Source: primary data

INTERPRETATION:

Form the above table shows that most of the customers (64%) are aware of

Heritage parlors, introduced by Heritage Company. Only 36% of customers not aware of

Heritage parlors. Because company has less advertisements in the market. They have

chosen only print media i.e. is only pamphlets for advertising to promote their products in

to the market segments. Because the amount invest on Heritage parlor is very less.

Response No. Of respondents Percentage (%)Aware 51 64

Not aware 29 36Total 80 100