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Customer Attitude and Perception Towards Aavin Milk

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DOI: 10.2139/ssrn.3552001

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Studies in Indian Place Names ISSN: 2394-3114
Vol-40-Issue-23-February-2020
(UGC Care Journal)

Customer Attitude and Perception Towards Aavin Milk

M. Manida,
Research Scholar, Department of Commerce, Alagappa University, Karaikudi. Email:
Dr. G. Nedumaran,
Associate Professor, Department of Commerce, Alagappa University, Karaikud

Abstract:
Dairy Farming has reliably been the establishment of the Indian financial system through the
methods for giving the milk to the whole society. Dairy progress directly affects the poverty
demolition since it creates the milk according to the requirement. The adoption on the
cultivating part, paying little mind to whether positive or negative, will have a multiplier
wave all in all economy. Furthermore, the related division like agribusiness, animal
development, and dairy have a noteworthy activity in improving the over each and every
fiscal condition of commonplace India. To keep up the ecological evening out, there is
necessity for viable and balanced headway of cultivating and cooperated portions. From our
first readiness onwards, coordinators have offered require bringing together division for the
money related improvement of the country division. Dairy development is portrayed as a
little creation, which gives profitable work openings. It includes around six percent of the
national compensation. Aavin is the greatest dairy satisfying development in India. In view of
considerable challenge, every association either medium or huge endeavors must survey their
client temper, tendency and moving inclination in a period way. It has moreover observed
that it has made an extraordinary proportion of support of existing exchange. The general
perception of purchaser side is Aavin must to believe the relative quality thing at a lesser
expense or more prominent amount".
Index Terms: Environmental Equalization, Rural Division, Society, Indian Economy.

I. INTRODUCTION
Dairy is generally significant for youngsters and youngster's bone development and
wholesome prerequisites, and it isn't known how the sort of milk expended identifies with by
and large healthful admissions. Milk is prosperous nourishment it gives a gigantic of
wellbeing identified with the vitality devoured milk is critical as a beverage and utilized as
fundamental needs.

Dairy rancher's steadfastness can advantage the matter of dairy helpful. It might urge more
dairy helpful to tap the great association with the individual dairy rancher at the underlying
phase of the monetary development of their business (Aries Susanty 2017),Kenya consumer
consumed in (100 %) nature milk in this world. Dairy endeavors set various costs for
enormous scale and little scale dairy ranches. Their qualities are fairing, comprehensive and
the distinction between enormous scale and little scale creation is genuinely evident in all
actuality. The distinctions lie in bunch size, ranch foundation, encouraging material and types
of gear, the executives rules and guidelines, the wellspring of the work, and so forth. For the
most part, huge scale dairy ranches have a bigger gathering, better hardware, utilize more
individuals and their institutionalization level is a lot higher than little scale ranches (Zhong,
et al (2013), Because even milk endeavor was quality milk supply on the customer and other
contender's milk organizations' quality was varied from even milk. At the time little milk
ranch was exceptionally influenced in cash arranged, acting the imposing business model

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exercises that issue illuminated the Tamil Nadu Cooperative Milk Producers Federation
Limited. Profoundly fulfilled the milk bought customer on Tamilnadu. Dominant part buyer
is pursuing the even milk. It must to reach every and each man his or her health. There is a
requisite for humanizing, the customers and awareness conceringfloavoring products
(G.Kanagavalli, 2019).

II. REVIEW OF LITERATURE

Aries Susanty, et al (2017) in their article entitled “The empirical model of trust, loyalty, and
business performance of the dairy milk supply chain” Oberseved that head administrator
issue ends up being significantly progressively earnest in the dairy pleasing in Indonesia
considering the way that, regularly, there is no legitimate understanding strategy between
dairy cooperatives and dairy farmers to deflect the dairy farmers or dairy supportive from
acting to their most prominent preferred position or to check the spearheading behavior of
dairy farmers and dairy cooperatives in a trade. Optional that is the bosses of cooperatives
must have an unquestionable technique at the expense of milk, and this methodology should
show the straightforwardness and obligation. It is optional that executives of dairy
cooperatives reliably remember the farmers when making due to displaying decisions,
especially concerning costs, things, publicize, and advance. By then, about the long stretch bit
of leeway of the dairy pleasing, it is prescribed for dairy cooperatives to incorporate the
estimation of the milk so they can get to an increasingly broad market, which in this way will
enlarge returns to the people.S. Sumathi (2015) in her paper entitled “The Customer
Perception towards Marketing of Different Brands of Packaged Milk” realized that pivotal to
understand the elements of different advancement channels, just as retail and discount
conduct of purchasers and dealers, selling capacity and the limit of changed market operators
in progress out to the poor makers and buyers. Out of the blue moment productive work is
accessible on these perspectives and what small amount work has been all through either
needs down to earth firmness or has minor calculated and natural inclusion.Kameswara Rao
Poranki (2015),in his paper entitled “The Dimensions of Customer Satisfaction of Aavin
Milk in Hyderabad, India” Buyers has laid assurance on the brand name of avian since they
are chipper with the quality, worth, care and happy with the extension of Vitamin An in this
milk as this association considers the prosperity of the clients. In any case, from the reason
for showcasing viewpoint, the general public still need to assemble the level of notice to
develop its arrangements transversely over various regions of India. This association needs to
fabricate its number of outlets to land at more buyers in different regions. The future
researchers can coordinate equivalent research in various domains in India and allude to this
bit of research in their appraisal papers so as to assemble the brand mindfulness with this
alliance. Zhong, et al (2013), in their paper entitled "Production pattern, transaction style and
raw milk quality" Concluded that dairy extension models and crude milk quality merit
consideration. Nonetheless, there is as of now little research on crude milk quality that
records of various models of assembling improvement. As far as we could possibly know,
additionally, exact research depends on a thorough quality point of view is even scarcer. The
pinnacle infers that, to improve crude milk nourishment and ensure natural milk wellbeing,
the basics, the advancement model of China's dairy industry must be changed, while more
focused on measures intended to fit the present circumstance and foundations must be
actualized. G Shruthi, et al (2016) in their article entitled “Consumers Perception towards
Karimnagar Milk Producing Company Limited, Milk and Milk Products” observed this plan
will try to develop the nation's milk profitability, show signs of improvement access to
quality feeds and improve rancher access to the sorted out
market. These objectives will be accompli-shhed through exercises that emphasis on

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developing agreeable participation and developing the arrangement of associations of milk

assortment benefits all over India

III. RESEARCH PROBLEM

Now days critical situation in Tamilnadu, because every man drink the milk or milk
related beverages. In the time milk are originals or included some unwanted products in
water, chemicals, and others, myarticle in that milk are satisfied, consumed the milk on Aavin
and differ the various milk from local and other brand milk like Arokiya, Amul, Thirumala,
Amirtha, heritage, Jersee, total, etc.,This article fully focused on avian milk customer only.
Sample size of the respondents 250 customers in whole Virudhunagar District. Every
customer feels about aavin milk, customer attitude and perception about aavin milk.

IV. OBJECTIVES
 To study on Tamil Nadu Cooperative Milk Producers Federation Limited.
 To evaluate the customer attitude and perception factorsfor Aavin Milk.
V. RESEARCH METHODOLOGY
To bring about, the objectives of the study, the researcher have to depend on
both primary and secondary data. A sample of 250 members was selected and interview
schedule was used for collecting data. The convenient sampling technique was adopted.

VI. STATISTICAL TOOLS FOR DATA ANALYSIS

The data collected has been analyzed using statistical tools such as percentage,
Weighted Mean Square analysis, and Chi-Square test has been employed for data
analysis.

VII. HYPOTHESIS
 Ho: There is no significant relationship between (Independent Variable) Gender
factors and Customer Attitude Factors (Dependent Variable) towards Aavin Milk.

VIII. TAMIL NADU COOPERATIVE MILK PRODUCERS FEDERATION

LIMITED
The Dairy Development Department was set up in 1958 in Tamilnadu. The
administrative and statutory controls over all the milk cooperatives in the State were moved
to the Dairy Development Department on 1.8.1965. The Commissioner for Milk Production
and Dairy Development was made as the utilitarian Registrar under the Tamilnadu
Cooperative Societies Act. With the determination of 'Anand plan' in the State of Tamilnadu,
Tamilnadu Co-employable Milk Producers' Federation Limited was enrolled in the State on
first February 1981. The business activities of the Department, for instance, Milk
Procurement, Processing, Chilling, squeezing and closeout of milk to the customers, etc., As
of recently oversaw by the Tamilnadu Dairy Development Corporation Ltd., We’re moved to
the as of late enlisted Tamilnadu Co-employable Milk Producers' Federation Limited, broadly
known as "Aavin". In the wake of progression technique, private dairies have also gone into
the field of dairying. As per the headings of the Hon'ble Chief Minister of Tamilnadu high
need has been given for improving the plan of milk Co-specialists by grasping a deliberate
technique and sensible framework in Milk Co-operators. Monstrous accomplishment has
been made by Milk Producers' Cooperative Societies, Unions and Federation in the State of
Tamilnadu. Tamil Nadu is one of the main states in India in milk creation with about 14.5
million liters for every day. Tamil Nadu Cooperative Milk Producers Federation Limited was

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Studies in Indian Place Names ISSN: 2394-3114
Vol-40-Issue-23-February-2020
(UGC Care Journal)

buying all out milk on 33 needs liter for every day and selling in aavin milk 5,994 liters cross
for each year. Sending out the aavin milk in three nations.
TCMPF is a Cooperative Apex Body in the State of Tamil Nadu upheaval to relationship
of milk producers' and completing all round dairy headway activities to achieve the going
with objectives:

 To affirmation certain and beneficial market round the year for the milk conveyed by
the farmer people.
 To make open quality milk and worth added dairy stuff to buyers.
 To produce and make town level associations as pleasant model units to manage the
dairy works out.
 To ensure the game plan of commitments for milk age, taking care of workplaces and
dispersal of skill.
 To energize natural improvement by offering opportunities to free work at town level,
turning away movement to urban zones, showing cash economy and open entryway
for an upheld pay.

IX. PERCENTAGE ANALYSIS

Percentage analysis is the method to represent raw streams of data as a percentage (a part
in 100 - percent) for better understanding of collecting data.

Number of respondent
Percentage analysis = ………………………. X 100
Total number of respondents

Table 1
X. Demographic Factors of Customer attitude and perception of Aavin Milk
S.No Particular Variable No of Percentage
Respondents %

Male 188 75.2

1. Gender Female 43 21.2
Transgender 19 7.6
Total 250 100
2. Marital status Married 191 76.4
Unmarried 59 23.6
Total 250 100
3. Religion Hindu 112 44.8
Christian 91 36.4
Muslim 47 18.8
Total 250 100
4. Below 20 41 16.4
21-30 87 34.8
Age 31-40 82 32.8
Above 40 50 20
Total 250 100

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5. Education School level 101 40.4

College level 146 58.4
No education 03 1.2
Total 250 100
Employment Farmer 20 8
6. Sectors Business 67 27.1
Professional 46 18.4
Employed 48 19.2
Student 69 27.3
Total 250 100
7. Number of Up to 2 25 10
Members in the 3 95 38
Family 4 68 27.2
Above 4 62 24.8
Total 250 100
8. Monthly Income Below 10,000 63 25.2
10,001-20,000 89 35.6
20,001- 40,000 71 28.4
Above 40,000 27 10.8
Total 250 100
Sources: Primary data
Interpretation:
It is obtained from the table 1 that widely held on (72.2%) of the respondents belong
to the category of male, Marital status on Majority (76.4%) of the respondents belong to the
category of unmarried, Religion category was Majority (44.8%) of the respondents belong
to the Hindu customer, Age factor are Majority (34.8%) of the respondents belong to
the category of 21 years to 30 years, Education level wise widely held on (58.4%) of the
respondents belong to the category of College level, Number of Member in the Family wise
Majority (27.2%) of the respondents belong to the in category of others please specify
(Student), Mainstream of (38%) of the respondents belong to the Employment sector in
category of others please specify (Student),Customer monthly Income based Majority
(35.6%) of the respondents belong to the category of Rs 10,001-20,000.

Chart-1 Gender Classification customer attitude and perception towards aavin milk

Transge
nder
GENDER
8% Female
17%

Male
75%

Sources: Primary data

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 Studies in Indian Place Names ISSN: 2394-3114
Vol-40-Issue-23-February-2020
(UGC Care Journal)

Chart-2 Customer attitude of Quality on Aavin milk

Customer attitude of
Quality on Aavin milk
SA A NA nor ND DA SDA
0%
17% 3% 0%

80%

Sources: Primary data

Interpretation
The result shows the chi-square analysis in term of personal factors, chi-square value, p
value, and their significant Relationship between gender factor and quality of the aavin milk.
Therefore Calculation of Chi-square value (3.244) less than the table value (4.404) their
hypothesis accept the null, reject the alternative hypothesis.

Chart-2 Marital status Classification

Marital status
250
200
150
100
50
0
Married Unmarried

Sources: Primary data

Interpretation
The result shows the chi-square analysis in term of personal factors, chi-square value, p
value, and their significant Relationship between gender factor and taste of the aavin milk.
Therefore Calculation of Chi-square value (1.0426) less than the table value (4.404) their
hypothesis accept the null, reject the alternative hypothesis

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Studies in Indian Place Names ISSN: 2394-3114
Vol-40-Issue-23-February-2020
(UGC Care Journal)

WEIGHTED AVERAGE MEAN SQUARECALCULATION

The weighted mean score for each opinion is calculated by the following formula

- WX
x = ----------
W

Table 2
Customer Attitude towards Aavin Milk

S Partic S A N D S W Ra
. ular A A D M nk
N A S
o
Qualit 2 4 0 0 0 4.7 I
y 0 2 7 76
1
Price 1 7 2 0 0 4.3 IV
4 8 1 20
1
Promo 8 1 4 0 0 4.1 V
tional 2 2 3 56
Activi 5
ties
Comp 1 8 2 0 0 4.4 III
etitors 4 2 6 64
2
Taste 1 4 1 0 0 4.7 II
8 7 4 00
9
Sources: Primary data
(SA- Strongly agree, A- Agree, N- Neutral, DA- Disagree, SD- Strongly disagree)

X.1 Weighted Average Mean Square on Customer Attitude towards Aavin Milk
Interpretation
Table 2Indicates that the actual score of the Customer Attitude towards Aavin Milk.
The researcher has given weight from the actual score on the basis of an order from ( 5
weight for Strongly Agree, 4 weight for Agree, 3 weight for agree nor disagree, 2 weight for
disagree, 1 weight for Strongly disagree)
The first customer attitude is quality (the weighted mean score of 4.776 points) is the
aavin milk followed by the second customer attitude is Taste of the aavin milk, third
customer attitude is Competitors of the aavin milk,Fourth customer attitude is Price s of the
aavin milk, fifth customer attitude is Promotional Activities of the aavin milk,

Table 3

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Studies in Indian Place Names ISSN: 2394-3114
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(UGC Care Journal)

XI. Customer Perception towards Aavin Milk

S. No Particular SA A NA/ nor ND DA SDA WMS Rank
1. Quality 178 59 13 0 0 4.660 I
2. Availability 91 121 38 0 0 4.212 IX
3. Quantity 88 97 65 0 0 4.092 X
4. Price 132 79 39 0 0 4.372 IV
5. Packaging 147 93 10 0 0 4.548 II
6. Location 99 106 45 0 0 4.216 VIII
7. Competitors 122 84 44 0 0 4.312 VI
8. Taste & Preferences 87 147 16 0 0 4.284 VII
9. Freshness 137 82 31 0 0 4.424 III
10. Agent Performance 106 122 22 0 0 4.336 V
Sources: Primary data
(SA- Strongly agree, A- Agree, N- Neutral, DA- Disagree, SD- Strongly disagree)

Interpretation
Table, 4 places of interest that among theCustomer perception based ten variables
towards Aavin Milk. Customer wise quality best in aavin milk majority of customer attitude
ranked in first place with the weighted mean score of 4.660 points.Second customer
perception is Packaging method (4.548) of the aavin milk,third variable of customer
perception is Freshness (4.424) of the aavin milk, fourth variable of customer perception is a
Price method (4.372) of the aavin milk, fifth variable of customer perception is Agent
Performance (4.336) of the aavin milk.

RELATIONSHIP BETWEEN ATTITUDE OF AAVIN MILK AND GENDER LEVEL

OF ATTITUDE OF THE AAVIN MILK
 Ho: There is no significant relationship between (Independent Variable) Gender
factors and Customer Attitude Factors (Dependent Variable) towards Aavin Milk.
 H1: There is a significant relationship between (Independent Variable) Gender factors
and Customer Attitude Factors (Dependent Variable) towards Aavin Milk.

TABLE 4
GENDER AND LEVEL OF SATISFACTION
S.No Gender Quality Total
SA A N DA SDA

1. Male 155 29 4 0 0 188

2. Female 30 11 2 0 0 043
3. Transgender 16 2 1 0 0 19
Total 201 42 07 0 0 250
Source: Primary Data

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Studies in Indian Place Names ISSN: 2394-3114
Vol-40-Issue-23-February-2020
(UGC Care Journal)

TABLE 5
CHI SQUARE CALCULATION
Sl Nature of Hypothesis Calculated Table Degrees of Acceptance of
No Variables Value Value Freedom Null
Hypothesis
1 Gender and Level H0 1 4.609 15.51 8 Accepted
of Attitude
(Quality of Aavin
Milk)
Source: Primary Data 0.05 % Singinificance value
(SA- Strongly agree, A- Agree, N- Neutral, DA- Disagree, SD- Strongly disagree)

Data Interpretation
On the basis of above analysis, there is a relationship between Gender and Quality of Aavin
Milk. Since Calculation of Chi-Square Value more than the table value, null hypothesis is
accepted and alternate hypothesis rejected at 5 % Level of Significant (Table 5).

CONCLUSION
Milk and Milk stuff appraised as one of the most encouraging divisions in food preparing
industry through conventional dairy items. The milk is utilized for the planning of different
milk items including milk desserts. In today focused business condition brands assume a
fundamental job. Key components for the achievement of Branded Milk is predominantly
worried about High Quality also, Product Safety. This will contact the individuals just
through great promotions. In this cutting edge aggressive world, client for the most part bends
over toward taste and new style of packet. Accessible information proposes that the portion
of buyer consumption on milk furthermore, milk items in expanding both in urban and local
regions of India and this expansion in utilization would again further energy in year to come.
On the off chance that recommendations given above are pursued by the Tamilnadu Co-
employable Milk Producers' Association Limited it can supply still better quality milk with
other brands and milk items to the buyers around Tamilnadu.

Acknowledgement
This article has been written with the Financial Support of RUSA 2.0 Grant vide letter no.
F24-51/2014-U Policy (TN-Multi-Gen), Department of Commerce, Government of India,
dated 09.10.2018.

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P a g e | 351 Copyright ⓒ 2020Authors

 Studies in Indian Place Names ISSN: 2394-3114
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(UGC Care Journal)

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