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50
40
27
30
20 16
7
10
0
Advertisements Friends Retailers Point of
Purchase
Source
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:
80
No.of respondents(%)
50
70
60
50
27
40 23
30
20
10
0
Days Months Years
Time period
INTERPRETATION:
From the above table show that 50%respondents are regular customer of
Heritage milk from the past so many years, where as 27%respondents are using
few months. And 23% respondents are started using heritage milk in past days.
CONSUMPTION PER DAY:
80
70 48
No.of respondents(%)
60
50
40
21
30 17
14
20
10
0
0.5liters 1liters 1.5 liters 2 and more
above
Liters
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. Because the consumption is depending
upon the family size
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. According to the customers tastes and preference they
are chosen different variants of milk. Another reason is that these variants of milk are
packed with different Fat, NSF percentages.
Thus, Customers prefer Toned milk mostly for their consumption.
120
78
100
No.of respondents(%)
80
60
40
19
20
3
0
Price Quallity Brand
name
Attributes
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:
70
41
60
50
40
30
20
10
0
0
Low Medium High
Scale
From the 142 respondents 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:
70
No.of respondents(%) 60
50
29
40
30
20 11
10
0
0
Excellent Good Average Poor
Quality
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.
120
73
100
80
60
40 20
20 7
0
0
Strongly Agree disagree Strongly
agree disagree
Freshness of milk
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
100
80
60
40
20 7 5 2
0
Strongly Agree disagree Strongly
agree disagree
Opinion of consumers
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.
Because of company followed good supply chain process and timings followed exactly.
Where as cooperation between top management to lower level management is good.
90
57
80
No.of respondents(%)
70
60
50
40 23
30 15
20
10 5
0
Door delivery Purchase from Purchase form Purchase from
Retail shop Agents Company
outlets
Channel
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
50
No.of respondents(%) 31
40
20
30
20
8
10
0
Flavour Freshness Taste Brand image
Factors
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 taste is excellent .because the company take more quality
measures like ISO- 9001, 22,000.These are the standards tells the real quality of milk.
No.of respondents(% )
Ice-creams
Ice-creams
Flavoured milk
11
All the above
Doodh peeda
31 Flavoured milk
19 Butter milk
Curd
Panner
Doodh peeda Panner
8
Curd Butter milk 15
8 All the above
8
INTERPRETATION:
From the above table shows that 31% of customers preferred and interest to use
in all dairy products, 19% preferred Flavour milk, 15% prefers Doodh peda, 11%
respondents preferred to buy Ice creams 8% responds to Buttermilk, curd, Panner
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. Panner is a
vegetable items mostly used in cooking purpose. Ice-creams are attracting the children’s.
Where as Flavoured milk is a milk which indicates different flavours like sweet, Badam,
pista, strawberry etc.
60
64
No of respondence(%)
50
40 36
30
20
10
0
Aware Not aware
Response
INTERPRETATION:
Form the above table shows that most of the customers (64%) are aware of
Heritage parlours, introduced by Heritage Company. Only 36% of customers not aware
of Heritage parlours. 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 parlour is very less.