ANNEXURE -I

INTERVIEW SCHEDULE
PERCEPTION OF CUSTOMERS TOWARDS DAIRY PRODUCTS
--- A STUDY IN GUNTUR DISTRICT OF ANDHRA PRADESH

I. PERSONAL PROFILE

1. Name of the Respondent :…………………………………………………….

2. Gender of the Respondent [ ]

a) Male b) Female

3. 3. Age of the Respondent [ ]

a) Below 20 yrs b) 20yrs – 40 yrs
c) 40yrs-60yrs d) Above 60 yrs

4. Educational Qualification [ ]
a) Illiterate b) Upto SSC c) Graduate
d) Post Graduate e) Professionals

5. Occupation [ ]
a) Agriculture b) Business c) Government Employee
d) Private Employee e) Self-employed f) House-wife

6. Monthly Income [ ]
a) Below Rs.15,000 b) Rs.15,000 - Rs.30,000
c) Rs.30,000- Rs.45,000 d) Above Rs.45,000

7. Marital Status [ ]
a) Married b) Unmarried
c) Widow d) Widower

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 8. Type of family [
]
a) Joint b) Nuclear

9. Size of the family [ ]

a) Below 4 members b) 4-6 members
c) Above 6 members

10. Food habits [ ]

a) Vegetarian b) Non-vegetarian

II. CONSUMPTION PATTERN OF THE RESPONDENT

11. Quantity of consumption of milk per day [ ]

a) Below 500ml b) 500ml-1000ml
c) 1000ml-1500ml d) Above 1500ml

12. How much do you normally spend on the consumption of milk

Per month? [ ]
a) Below Rs.1000 b) Rs.1000-Rs.1500
c) Rs.1500-Rs.2000 d)Above Rs.2000

13. Which fat content of milk do you normally buy?

a) 3.5gr b) 4.5gr c) 8.0gr

14. Frequency of consumption of milk per day (Tick the relevant item)

Family More than 3

Once a day Twice a day Thrice a day
Members times

a. Male

b. Female

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c. Children

15. How much do you normally spend on the consumption of dairy products
per month? [ ]
a) Below Rs.500 b) Rs.500-Rs.1000 c) Above Rs.1000

16. Source of Information about branded dairy products [ ]

a) Television b) Radio c) Newspapers
d) Magazines e) Friends and Relatives

17. Source of purchase of milk [ ]

a) Agent b) Unauthorised Agent c) Super market

18. Who influences you to buy the particular brand of milk? [ ]

a) Husband b) Wife c) Elders

19. Who influences you to buy the particular brand of milk chocolate? [ ]
a) Husband b) Wife c) Children
d) Friends and Relatives e) Advertisement

20. Who influences you to buy the particular brand of milk biscuits? [ ]
a) Husband b) Wife c) Children
d) Friends and Relatives e) Advertisement

21. Who influences you to buy the particular brand of Ice-cream? [ ]

a) Husband b) Wife c) Children
d) Friends and Relatives e) Advertisement

22. Who influences you to buy the particular brand of Paneer? [ ]

a) Husband b) Wife
c) Friends and Relatives d) Advertisement

23. Who influences you to buy the particular brand of Ghee? [ ]

a) Husband b) Wife
c) Friends and Relatives d) Advertisement

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24. Who influences you to buy the particular brand of curd? [ ]
a) Husband b) Wife
c) Friends and Relatives d) Advertisement

25. Who influences you to buy the particular brand of butter? [ ]

a) Husband b) Wife
c) Friends and Relatives d) Advertisement

26. Who influences you to buy the particular brand of Flavoured milk? [ ]
a) Husband b) Wife
c) Friends and Relatives d) Advertisement

27. Do you buy prepaid milk card? [ ]

a)Yes b) No

III.BRAND PREFERENCE AND PURCHASE OF DAIRY PRODUCTS FROM

THE PARTICULAR STORE

28. Preference of milk [ ]

a) Local and unbranded b) Branded

29. Have you ever changed the brand of milk? If yes, please rank the reason
(Rank 1 to 5)

S.No Reasons Rank

1 Price Rise

2 Improper packaging

3 Lack of availability

4 Poor taste

5 Excessive fat content

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30. Why do you purchase dairy products from the particular store?(Rank Order)
S.No. Reasons Rank

1 Storage Hygiene

2 Offering good quality products

3 Offering quality products at low cost

4 Offering variety of products

5 Giving good response while making purchase/enquiries

6 Due to good relationship with the vendor

7 Easy Access

8 Treated as best store in the locality

9 Recommended by my friends and relatives

IV. CONSUMERS’ PROBLEMS AND THEIR SATISFACTION LEVEL

TOWARDS MILK AND DAIRY PRODUCTS

31. Consumers’ problems in milk and dairy products.

S.No Statement SA A NO DA SDA

1 Deterioration or quick spoilage of milk

2 Excessive fat content
3 Contaminated with detergent powder
4 Adulterated with milk powder
5 Low supply of branded product
6 High price

7 Expired dairy products

8 Unhygienic milk

Low fat (high in sugar) increases calorie

9
intake

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 10 Mixture of cow milk with buffalo milk
11 Leads to obesity for some children

Damaged milk packets due to

12
transportation

13 High Ratio of Water proportion in milk

Unavailability of 250 ml packets in

14
certain brands

32. Indicate the level of satisfaction with the following brand of milk

S.No Milk Brands HS S NSND DS HDS

1 Vijaya

2 Heritage

3 Dodla

4 Sangam

5 Model Dairy

6 Nandini

7 Thirumala

8 Arokya

9 Visakha

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33. Indicate the level of satisfaction with the following brand of milk chocolate

S.No Milk chocolate brand HS S NSND DS HDS

1 Amul

2 Cadbury

3 Bar One

4 Munch

5 Milky Bar

35. Indicate the level of satisfaction with the following brand of milk biscuit

S.No Milk Biscuit brand HS S NSND DS HDS

1 Parle

2 Britannia

3 Horlicks

4 Monaco

5 Glucose

6 Krackjack

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36. Indicate the level of satisfaction with the following brand of Ice-cream
S.No Ice-cream brand HS S NSND DS HDS

1 Arun

2 Dinshaw’s

3 Top’N Town

4 Vadilal

5 Hav mor

6 Qwality

7 Baskin Robbins

8 Mother Dairy

9 Cream Bell

10 Hatsun

11 Lazza

37. Indicate the level of satisfaction with the following brand of Paneer

S.No Paneer brand HS S NSND DS HDS

1 Govardhan

2 Heritage

3 Amul

4 Mother Dairy

5 Nandini

6 Cavin

7 Hatsun

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38. Indicate the level of satisfaction with the following brand of ghee

S.No Ghee brand HS S NSND DS HDS

1 Aavin

2 Nestle

3 Aashirvaad Svasti

4 Amul

5 Patanjali

6 Heritage

7 Govardhan

8 Mother Dairy

9 Hatsun

39. Indicate the level of satisfaction with the following brand of curd

S.
Curd brand HS S NSND DS HDS
No

1 Vijaya

2 Model Dairy

3 Heritage

4 Mother Dairy

5 Hatsun

6 Nandini

40. Indicate the level of satisfaction with the following brand of butter

185
 S.No Butter brand HS S NSND DS HDS

1 Nandini

2 Sangam

3 Hatsun

4 Mother Dairy

5 Heritage

6 Amul

41. Indicate the level of satisfaction with the following brand of flavoured milk

S.No Flavoured milk brand HS S NSND DS HDS

1 Vijaya

2 Model Dairy

3 Heritage

4 Dodla

V. PERCEPTION OF CONSUMERS TOWARDS VARIOUS BRANDS

OF MILK AND DAIRY PRODUCTS

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42. State the factors which influence you to prefer the particular brand of milk (Tick
the relevant item)

Thirumala
SANGAM
Heritage

Visakha
Nandini
S.

Arokya
Vijaya

Model
Dodla

Dairy
Factors
No

1 Price
2 Quality
Quantity- 250
3
ml/500 ml/1lt
Place of
purchase(POP)-
4 Booth/Agent/
Unauthorised
Agent
Fat Content-
5
3.5g/4.5g/8.0g
Doctor’s
6
Advice
Influence of
7 Friends and
Relatives
Health
8
supporter
Enrichness in
9
Tea and Coffee

43. State the factors which influence you to prefer the particular brand of milk
chocolate (Tick the relevant item)

187
 Bar Milky
S.No. Factors Amul Cadbury Munch
One Bar

1 Price

2 Quality

3 Taste/Flavour

4 Packaging

5 Form

6 Brand Image

7 Colour

8 Shape

Place of Purchase
9
Store/Mall

44. State the factors which influence you to prefer the particular brand of milk biscuit
(Tick the relevant item)

188
 S.No Parl Britanni Horlick Monac Glucos Krackjac
Factors
. e a s o e k

1 Price
2 Quality

Taste/
3
Flavour

4 Brand Image
5 Package
6 Form

Place of
7 Purchase
Store/Mall

45. State the factors which influence you to prefer the particular brand of Ice-cream
(Tick the relevant item)

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 Baskin Robbins

Mother Dairy
Top’N Town

Cream Bell
S.No Factors

Hav Mor
Dilshaws

Quality
Vadilal

Hatsun

Lazza
Arun
1 Price
2 Quality
3 Taste
Brand
4
Image
5 Availability
Place of
Purchase
6
Store/Mall
/Parlour

46. State the factors which influence you to prefer the particular brand of Paneer (Tick
the relevant item)
S.No Mother
Factors Govardhan Heritage Amul Nandini Cavin Hatsun
. Dairy
1 Price
2 Quality
3 Taste
Brand
4
Image
5 Availability
Place of
6 Purchase-
Store / Mall

47. State the factors which influence you to prefer the particular brand of ghee (Tick
the relevant item)

190
 Aashirvaad

Govardhan
Patanjali

Heritage
S.No Factors

Mother

Hatsun
Aavin

Nestle

Svasti

Amul

Dairy
1 Price
2 Quality
3 Taste
Brand
4
Image
5 Availability
Place of
6 Purchase
Store/Mall

48. State the factors which influence you to prefer the particular brand of curd (Tick
the relevant item)

Mother Dairy
Model Dairy

S.No. Factors
Heritage

Nandini
Vijaya

Hatsun
1 Price
2 Quality
3 Taste
4 Brand Image
5 Availability
Place of Purchase
6
Store/Mall

49. State the factors which influence you to prefer the particular brand of butter (Tick
the relevant item)

S.No. Factors Nandini Sangam Hatsun Mother Heritage Amul

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 Dairy
1 Price

2 Quality

3 Taste/Flavour

4 Brand Image

5 Availability

Place of Purchase
6
Store/Mall

50. State the factors which influence you to prefer the particular brand of Flavoured
milk (Tick the relevant item)

Model
S.No Factors Vijaya Heritage Dodla
Dairy

1 Price

2 Quality

3 Taste/Flavour

4 Brand Image

5 Availability

6 Place of Purchase-Store/Mall

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