THE STUDY PEOPLE’S PERCEPTION

OF ORGANIC MILK IN CHENNAI CITY

Author: Thamarai Selvan,Leo Francis, Rangeesh
MBA Department
Panimalar engineering college
Chennai
Email id:francisleo052@gmail.com

1. ABSTRACT:
2. India is the largest producer and consumer of milk. In recent days awareness of organic
milk and their usage as increased. So a research has been made among the people towards
their perception and buying behavior. A questionnaire has been made and circulated to
hundred people and their replies were used for this analysis. Out of hundred, sixty seven
completed questionnaires have been taken and research has been made on it. The result
concluded that People are more aware of organic milk and the buying behavior of them
has been increased. Major of people have started to consume organic milk and their
perception towards it shows a good sign about organic milk. Still some people are not
aware about health benefits of organic milk. The major consumption of organic milk is
from respondents whose house hold income is between Rs20000-Rs30000 and this shows
that they are well aware about this milk and its health benefits
3. INTRODUCTION:
4. India is the largest producer and consumer of milk in spite of less productivity in
comparison to advanced countries. These days’ consumers are more aware and showing
more interest for organic milk over A1 milk. Organic milk is good for health due to its
easy digestibility. In this context, a study has been put forth on the awareness of organic
milk towards people in Chennai. Consumption pattern and consumer behavior were two
important objective of this study. Sixty seven people perception have been taken as
information for the survey of organic milk. This study concludes that organic milk
consumption depends on both internal (push) factors and external (pull) factors. Increase
in family members or higher family structure increase the milk consumption where as
consumers prefer nutrition in milk to price of the product.

5. REVIEW OF LITERATURE:
6. Christina puetz (2013): The study was to determine the potential factors, reasons and
beliefs that contribute to college aged consumers’ choice to purchase organic milk. The
data were from survey of students using questions that were modeled after consumer
issues and concerns over conventional milk. This study was particularly interested in
exploring differences between students in agriculture classes and non-agriculture classes.
Consumer concerns and reasons for purchase of organic milk included environmental,
nutritional, food safety (over antibiotic residue), use of recombinant bovine somatotropin
(rBST), animal welfare, and taste preference. Each reason was analyzed with available
literature to determine if these concerns or reasons for purchase were valid.
7. Consumer Perception towards Unpacked Milk by Kamaran siddiqui, Rukshsar ahmed,
Dharminder chudhry in their study saidUnpacked milk has been traditionally the most
used milk by the households. With the introduction of packed and powder milk and the
 improvement and standardization in handling and packaging of packed milk has lead to
shift of consumer preferences from unpacked milk to packed or powder milk. Perception
of consumers about unpacked milk is changing because of a number of underlying
reasons. This research is a systematic effort to assess the validity of such reasons in
forming consumer perception about unpacked milk. The research findings and conclusions
are as follows.
8. Classification of A1 milk and A2 milk by observational and scientific methods by
Sheshagiri Jois1, Bindu Shree , Chethan A , KiranNaik C , Sachin says Milk from dairy
cows has been regarded as nature's perfect food, providing an important source of
nutrients including high quality proteins, carbohydrates and selected micronutrients.
Recently, a relationship between disease risk and consumption of a specific bovine β
casein fraction with either A1 or A2 genetic variants has been identified. It is a matter of
great concern for the public health and hence there is a need to crosscheck our breeding
policies, so that the purity of desi breeds and their beneficial qualities can be conserved.
This is performed by using combined electronic sensory instrumental system such as color
sensor, fat measuring assembly, pH sensor and air quality sensor. Complex data sets from
the color sensor, fat measuring assembly, pH sensor and air quality sensor are combined
with multivariate statics represents rapid and efficient tools for classification,
discrimination, identification of type of milk and ensure the quality of milk. This project is
implemented using ATMEGA328P microcontroller. All the sensors are combined to form
compact and flexible system which analyze and classify the type of milk into different
grades and finally output displayed on LCD screen. Problem faced by the individuals can
be prevented by detecting the type of milk, and also prevent from causing the hazardous
diseases by detecting the A1 type of milk.

9. OBJECTIVE OF THE STUDY:

10. To find the awareness of organic milk and public’s perception towards it.

11. To analyze which income group prefer more consumption of organic milk.
 AGE GROUP OCCUPATION
BELOW 25 25-30 STUDENT SELF EMPLOYEED
31-40 ABOVE40 PROFESSIONAL SALARIED

3% 1% OTHERS

3%

45%
36% 45%

51%

15%
1%

12.

AGE GROUP HOUSE HOLD INCOME

BELOW 25 25-30 BELOW 10K 10K-20K 20K-30K
31-40 ABOVE40 30K-40K ABOVE40K
3% 1%
6%
8%

45%
51% 25%
51%

10%

13.

14. RESEARCH DESIGN:

15. In this study descriptive research is used. The main characteristic of this method is that the
researcher has no control over the variables; they can only report what has happened or
what is happening. The primary data has been collected through questionnaire by survey
method. Convenience sampling method is used which involves the sample being drawn
from the part of the population that is close to hand.
16. FINDINGS:
17. From the respondents, 33% are male and 67% of respondents are female. The age group
category falls by 51% (34 of 67) from age between 25-30, 45% falls aAbelow the age of
25(30 of 67), 3%(2 of 67) falls in the category between 31-40 age, and finally 1% falls in
the age of above40. The major category of respondents are students(45%) followed by
salaried people(36%) next to it is 15% who were all self-employed, 3% falls in other
category and 1% of professionals. The house hold income is above Rs.40000 for 51%
respondents, 25% of respondents salary is between Rs20000-Rs30000, 10% earns between
Rs30000-Rs40000, 8% of the people salary is below Rs10000 and 6% earnings are
between Rs10000-Rs20000. Out of 67 respondents 35(54%) respondents are consumers on
organic milk and 31(46%) respondents are non -consumers of organic milk. Out of 35
consumers,25% i.e. 17 people average consumption of organic milk in a week is between
1 to 5 liters,15% consumes less than aliter,9% i.e. 6 respondents consumption is between

AVERAGE CONSUMPTION OF MILK

LESS THAN A LITRE
1-5 LITRES
6-10LITRES
>10LITRES

15%

49%
25%

9%

2%

6 to 10 liters and only 2 % consumes more than10 liters in a week.

18. The respondent’s attitudes say that they mainly prefer organic milk due to its taste. They
give the next preference to the high nutritional value. Thirdly they choose due to the less
addition of hormones and additives. Final preference to organic milk consists, as it reduces
aging of people, better control over diabetes and prevents hormonal imbalance. The
remaining 46% of respondents who are non-consumers of organic milk majorly says that
organic milk are so expensive and are not easily available and some says it is over rated.
On the other side some respondents say that they don’t mind drinking any kind of milk.

REASONS FOR NOT

BUYING ORGANIC MILK
25

20 SO EXPENSIVE

15

NOT EASILY
10
AVALIABLE
5
DON’T MIND
0 DRINKING ANY
MILK
OVER RATED
 REASONS FOR
BUYING ORGANIC
20
18
MILK
16
14
12
10 PREFERENCE
8 1
6
4 PREFERENCE
2 2
0
PREVENTS HARMONAL…
LESS HARMONES AND…

BETTER CONTROL OVER…

PREFERENCE
REDUCES AGING
TYPE OF PACKAGING

TASTES BETTER
HIGH NUTRIONAL VALUE

3
PREFERENCE
4
PREFERENCE
5

19.

20. CONCLUSION:
21. People are more aware of organic milk and the buying behavior of them has been
increased. Major of people have started to consume organic milk and their perception
towards this milk is positive. But still some people are not aware about health benefits of
organic milk. The major consumption of organic milk is from respondents whose house
hold income is between Rs20000-Rs30000 and respodents whose house hold income
between Rs30000-Rs40000 and above Rs40000 falls next.

22. REFERENCES:
23. 1.A2 Corporation 2006. 2006 Annual Report. www.a2corporation.com.
24. 2. Elliott, R.B., Harris, D.P., Hill, J.P., Bibby, N.J. and Wasmuth, H.E. (1999) Type 1
(insulin-dependent) diabetes mellitus and cow milk: Casein variant consumption.
Diabetologia. 42, 292–296.
25. 3. Farrell, H. M. Jr., menez-Flores, R., Bleck, G.T., Brown, E.M., Butler, J.E. and
Creamer, L.K. (2004) Nomenclature of the proteins of cows’ milk-sixth revision. J Dairy
Sci 87, 1641–1674.
26. 4. Khate, K., Kataria, R.S. and Joshi. B.K. (2012) Screening of taurine and crossbred
breeding bulls for A1/A2 variants of β-casein gene. Indian Journal of Animal Sciences 82
(2), 183–186.
27. 5. Mishra, B.P., Mukesh, M., Prakash, B., Sodhi, M., Kapila, R., kishore, A., Kataria ,
R.S., Joshi, B. K., Rasool, T.J. and Bujarbaruah, K.M. (2009) Status of milk protein, β-
casein variants among Indian milch animals. Indian Journal of Animal Sciences 79
(7),722–725.