A STUDY ON COMPARATIVE

ANALYSIS OF AAVIN WITH

OTHER MILK BRANDS IN ERODE
CITY

By
KAVYA.S
17BBA023
OBJECTIVES

 To study the comparative analysis of Aavin with other brands

in Erode.
 To study the consumer behavior towards selected brands of
milk and milk products.
 To examine the difference in consumer’s behavior with socio
and economic characteristics towards brand selection.
 To identify the brand preference for various milk products.
 REVIEW OF LITERATURE

 Nidhyananth, S. Sugapriya (2013) Most of the buyers switch over to other brands. Aavin
milk has a good reputation among the customers so it can be extended supplying product
towards the customer demand for and availability in markets must maintained for the
consumer to stay in the same Aavin brand.
 T. Ravi Chandran, and G. Arumugasamy (2013) the researcher indicated that the majority
of the milk consumers prefer fresh milk. There is the high demand for Arokya milk in
Nagercoil town and it is a positive sign for local and national brands. They can promote their
products by effective advertising, improved quality and by keeping a check on the price.
 Setiono (2014) according to Hsieh, pan, “a successful brand image enables consumers to
identify the needs that the brand satisfies and to differentiate the brand from its competitors,
and consequently increases the likelihood that consumers will purchase the brand” (P.252)
 Anderson (2013) consumer behavior research is the scientific study of the process’s
consumers use to select, secure, use and dispose of products and services that satisfy their
needs, knowledge of consumer behavior directly affects marketing strategy.
RESEARCH METHODOLGY

Research is defined as a, “scientific and systematic search for pertinent information on a specific
topic”.
RESEARCH DESIGN:
The type of research of this study is “DESCRIPTIVE”. Descriptive study is undertaken when the
researcher is interested on knowing the characteristics of certain groups, assessing behavior, making
projections or for determining the relationship between z or more variables.
SAMPLE SIZE:
The sample size taken for this research is 105.
TOOLES USED FOR DATA COLLECTION:
Tools used for the study is Simple Percentage Method.
SIMPLE PERCENTAGE METHOD:
Percentage of customer is given by = (number of customers/total customers) *100
 FINDINGS
 Most of the respondents prefer Aavin milk brand (71.4%).
 Majority of respondents purchase other dairy products (89.5%).
 Majority of the respondents came across adulterated dairy products (74.3%).
 Majority of the respondents felt adding excess amount of water was the problem (33.3%).

SUGGESTIONS
 The company should take more attention on advertisement to make the retailers aware about
their products and introduce new advertisement campaigns to improve the sales of the products.
 Safety measure for natural calamity should be taken into consideration especially for those shop
premises where there is a previous natural calamity history.