AWARENESS ABOUT HERITAGE MILK:

Table: 1 showing sources of knowledge about Heritage milk

Source No of Respondents Percentage (%)
Advertisements 13 16
Friends 5 7
Retailers 22 27
Point of purchase 40 50
Total 80 100

Fig: 1 showing sources of knowledge about Heritage milk

60
50
No of respondence(%)

50

40
27
30
20 16
7
10
0
Advertisements Friends Retailers Point of
Purchase
Source

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 27
Years 40 50
Total 80 100

Fig: 2 showing 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

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 17
1liters 39 48
1.5 liters 16 21
2 and more above 11 14
Total 80 100

Fig: 3 showing customers 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

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 71
Whole milk 11 14
Double toned milk 10 12
Cow milk 2 3
Total 80 100

Fig: 4 showing variants of milk consumed by the consumers

120
71
100
No.of respondents(%)

80

60
40
14 12
20
3
0
Toned milk Whole milk Double Cow milk
toned milk
Milk
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.

 Attributes No. Of respondents Percentage (%)
Price 2 3
Quality 63 78
Brand name 15 19
Total 80 100

120
78
100
No.of respondents(%)

80

60

40
19
20
3
0
Price Quallity Brand
name
Attributes

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
Opinion No. Of respondents Percentage (%)
Low 0 0
Medium 47 59
High 33 41
Total 80 100

Fig: 6 showing customer opinions on prices of milk

90
59
80
NO.of respondents(%)

70
41
60
50
40
30
20
10
0
0
Low Medium High
Scale

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 29
Average 9 11
Poor 0 0
Total 80 100

Fig: 7 showing customer opinions on quality of Heritage milk

90
60
80

70
No.of respondents(%)

60

50
29
40

30

20 11

10
0
0
Excellent Good Average Poor
Quality

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 73
Disagree 6 7
Strongly disagree 0 0
Total 80 100

Fig: 8 showing customers opinion on fresh milk

No.of respondents(%)

120
73
100
80
60
40 20
20 7
0
0
Strongly Agree disagree Strongly
agree disagree
Freshness of 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

Response No. Of respondents Percentage (%)

Strongly agree 6 7
Agree 68 85
Disagree 4 5
Strongly disagree 2 2
Total 80 100

Fig: 9 showing availability of Heritage milk in the market

 140
85
120

No.of respondents(%)
100
80

60

40

20 7 5 2
0
Strongly Agree disagree Strongly
agree disagree
Opinion of consumers

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:

Table: 10 showing customer opinions about channel of Distribution

Channel No. Of respondents Percentage (%)

Door delivery 46 57
Purchase from Retail shop 12 15
Purchase form Agents 18 23
Purchase from Company outlets 4 5
Total 80 100

Fig: 10 showing customer opinions about channel of Distribution

 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

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 31
Taste 33 41
Brand image 16 20
Total 80 100

Fig: 11 Showing Attributes of Heritage milk

 60
41

50
No.of respondents(%) 31

40

20
30

20
8
10

0
Flavour Freshness Taste Brand image
Factors

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 19
Doodhpeda 12 15
Butter milk 6 8
Curd 6 8
Panner 6 8
All the above 25 31
 Total 80 100

Fig: 12 indicate the customer interest in Dairy products

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 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

Response No. Of respondents Percentage (%)

Aware 51 64
Not aware 29 36
Total 80 100
 Fig: 13 showing customers aware of Heritage Parlors

60
64
No of respondence(%)

50

40 36

30

20

10

0
Aware Not aware
Response

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.