SJIF Impact Factor: 7.001| ISI I.F.Value:1.241| Journal DOI: 10.

36713/epra2016 ISSN: 2455-7838(Online)

EPRA International Journal of Research and Development (IJRD)
Volume: 5 | Issue: 11 | November 2020 - Peer Reviewed Journal

A STUDY ON CUSTOMER PREFERENCE TOWARDS

HATSUN MILK PRODUCTS WITH SPECIAL
REFERENCE TO COIMBATORE CITY

Dr. K. Vanaja
Professor and Head of the Department, Department of Commerce with Professional Accounting,
Dr. N.G.P. Arts and Science College, Coimbatore

Reshma.A.L
Student of III B.Com.(PA), Department of Commerce with Professional Accounting,
Dr.N.G.P Arts and Science College, Coimbatore

ABSTRACT
The company sells its milk, ice cream, and other goods during its 2500 odd hatsun daily retail cum distribution points.
The sales collections are also credited to hatsun bank account on each day. Whether it is a farmers, distributors,
transporters or employees, we don’t make or take expenses in cash. The grouping is by bank transfers” says
Chandramogan the move to make payments to farmers bank accounts was the real challenge in the institution. Even
the district level dairy unions allied to the Gujarat corporative milk marketing federation (Amul) currently border
bank transfers to the accounts of primary village society, which in turn, casing out their farmers in cash. There was no
effect on sales either.
“The required going a step ahead and reaching farmer directly. Its begin the exercise in October 2013 and by
2014 end, 90% of our farmers were covered. Initially, they were reluctant, being used to getting cash. But they
were firm with them, since it was a logistical nightmare to assemble for cash and express this to each of our 9800
procurement centers. And it was even more difficult to create exact expenses to each cultivator against varing
volumes and fat satisfied of milk supplied”, says Chandramogan. When farmers say money actually coming to
their bank accounts, the state changed.

2020 EPRA IJRD | Journal DOI: https://doi.org/10.36713/epra2016 | www.eprajournals.com |92 |

 SJIF Impact Factor: 7.001| ISI I.F.Value:1.241| Journal DOI: 10.36713/epra2016 ISSN: 2455-7838(Online)
EPRA International Journal of Research and Development (IJRD)
Volume: 5 | Issue: 11 | November 2020 - Peer Reviewed Journal

INTRODUCTION Customer satisfaction is defined by whether the

Definition of customer customer chooses to do business with you or your
 A person, business or other entity which brand in the future. Many factors play a role in
buys goods and services produced by purchaser satisfaction, including customer service,
another person, company or other entity. creation excellence and the ease of doing business.
 One who regularly or repeatedly makes Company must consider customer approval as a
purchases of a trader, a purchase a buyer? significant role in the natural existence value of the
customer.
MEANING OF CUSTOMER Customer satisfaction, a term regularly used in
PREFERENCE marketing, is determined of how products and
Customer preference is the study of how services supplied by a company meet are surplus
citizens buy, what they buy, when they buy and customer anticipation. In a review nearly 200 older
why they buy, It blends elements from psychology, advertising managers, 71% respond that they found
sociology, anthropology and economic. It attempts a customer fulfilment metric very useful in
to understand the buyer decision making process, organisation and monitor their businesses.
both individually and in groups. It studies Advantage of customer satisfaction
uniqueness of individual customers such as Purchase comments, suggestions and reply about
demographics, psychographics and preference a company’s products, business practice and
variables in an attempt to understand people wants. customer examine point of orientation are one of
It also tries to assess influence on the customer the biggest advantages of customer comment
from groups such as family, friends, reference surveys. Serious input and answer can help a
group, and society in general. The process of corporation to develop healthier customer relation
consumption has long been connected with sex and programs.
general, it comes as no surprise that customer Disadvantages of customer satisfaction
researches often inspects the effects of these Customer response surveys and questionnaires can
variables on customer preferences. sometimes be too scientific and methodical to
control to compassionate instinct and traits of
The term customer preference is clear as the customer. Exact analysis and interpretation of
preference that customer display in searching for response and answers provided by customers might
purchase, using, evaluating and disposing of not provide the right kind insights that business not
products and services that they except will please to better serve customer.
their wants. Customer preference focuses on how Importance of customer satisfaction
individual make decision to spend their available Sales are the most significant goal of any
property (time, money, effort) on consumption commercial enterprise. It becomes necessary to
consistent items. It includes what they buy, why persuade customer for customer satisfaction it is
they buy, where they buy, how often they buy for necessary to establish and maintain certain
purchase and the impact of such evaluation on important characteristics like:
future purchases, and how they dispose. a) Quality
b) Fair prizes
MEANING OF PERCEPTION c) Efficient delivery
The ability to see hears or become aware d) Good customer handling skills
of something through the senses. To understand in e) Serious consideration of customer
sequence and give important to what object complaints
approximately us. Perception is the process by Satisfaction is the reaction of pleasure or
which we organize and select information received disappointment attained from comparing a product
through the mind and give significance to the apparent show (outcome) in relation to his or her
objects in the world around us. This is done by our expectations. The customer is dissatisfied. If the
brain. We do not forever do this correctly. performance matches the belief, the customer
Definition of customer satisfaction satisfied. If the performance exceeds outlook the
According to Harold E Edmondson “Customer customer is highly satisfied.
satisfaction” is defined as “ the number of
customers, or percentage of total customers , STATEMENT OF THE PROBLEM
whose reported experience with a firm , its The customer is always right. Customer belongs at
products , or its service (ratings) exceeds the heart of every business becomes without them
particular contract goals”. there is no business. Without their money, there is

2020 EPRA IJRD | Journal DOI: https://doi.org/10.36713/epra2016 | www.eprajournals.com |93 |

 SJIF Impact Factor: 7.001| ISI I.F.Value:1.241| Journal DOI: 10.36713/epra2016 ISSN: 2455-7838(Online)
EPRA International Journal of Research and Development (IJRD)
Volume: 5 | Issue: 11 | November 2020 - Peer Reviewed Journal

no exchange. Therefore for any company, the RESEARCH DESIGN

customer is the primary point that control very A research design is the understanding of
progress. Marketing is based on this logic. It is conditions for collections and analysis of data in a
processed by which a company finds out what its manner that aims to combine relevant to the
customers wants and needs, and then delivery it in research purpose with economy in method. The
a way that makes as much profit as possible. best design on the research question as well as
The study is to identify the customer service orientation of researcher.
towards HATSUN MILK PRODUCTS. This study Sampling Type
focus on primary data and secondary data. This In this study the researcher used convenience
study aims towards knowing the customer opinion sampling. The sample was chosen according to the
about the HATSUN milk products. Due to time convenience of the researcher. A structured
constraints only the 250 customers of HATSUN questionnaire has been prepared to get the
milk products are taken as respondents. appropriate information from the respondents. The
This study will help us to understand the customer questionnaire consists of a variety of questions
satisfaction level and their expectations and their offered to the respondents for their despondence.
performance. Sample size
In this study the researchers sample size is 130.
SCOPE OF THE STUDY Data collection
The scope of the study is to identify the i. Primary data
customer performance and satisfaction of hatsun The data was collected through a
milk products in Coimbatore city only and its only questionnaire. The questions were in
considering the attitude of the local customer. This the form of multiple choices. The
study is based on primary data and secondary data. survey was adopted and the
Through the Main objective of this study extends to information was collected from
the following related aspects viz, brand awareness 130 respondents.
of customer about the milk products of HATSUN, ii. Secondary data
customer preference and satisfaction regarding the The data that already exists is called
products. To analyze the factors influencing the as secondary data. This data is collected
customer to buy the particular brand of HATSUN beforehand by others. The sources are books,
PRODUCT and the problem faced by the customer magazines, and any published. For the present
in purchasing and using of HATSUN milk study the secondary source are also used.
products. Area of the study
This study aims towards knowing the The study was conducted with the customers of
customer opinion about various products in HATSUN MILK PRODUCTS in the Coimbatore
HATSUN MILK PRODUCTS. This study will city.
help us to understand the customer’s satisfaction Statistical tools used for analysis
level and their performance for the hatsun milk  Percentage analysis
products.  ANOVA
 Chi-square test
OBJECTIVES OF THE STUDY  Ranking analysis
 To identify the brand awareness of the  Weighted average
respondents to purchase the brand of hatsun
milk products. REVIEW OF LITERATURE
 To assess the level of the customer 1. Recs(1992)2 conducted a study on ”Factors
preference of hatsun milk products. influencing customer choice” revealed that
 To analyses the major factors influencing food were flavour , texture, appearance,
in buying “HATSUN “Products. advertising, a reduction in traditional
 To study the customer satisfaction towards cooking, fragmentation of family means and
using hatsun milk products. an increase in “snacking”etc . Demographic
 To study the problems faced by the and household role changes and the
respondents in using hatsun milk products. introduction of microwave owens had
formed changes in eating habits. Vigorous
RESEARCH METHODOLOGY sale of chilled and other equipped foods was
Research is an academic activity which related to the large number of operational
comprises of defining and redefining problems, wives and single people, who require value
formulating hypothesis of suggested solutions, expediency. Development in retailing with
collecting, organizing and evaluating data, making concentration of 80.00 per cent of food sales
deductions and conclusions. in supermarkets was also considered to be

2020 EPRA IJRD | Journal DOI: https://doi.org/10.36713/epra2016 | www.eprajournals.com |94 |

 SJIF Impact Factor: 7.001| ISI I.F.Value:1.241| Journal DOI: 10.36713/epra2016 ISSN: 2455-7838(Online)
EPRA International Journal of Research and Development (IJRD)
Volume: 5 | Issue: 11 | November 2020 - Peer Reviewed Journal

important. Customers were responding to Table 4.1.8 reveals that 26.1% of the
messages about safety and enthusiastic respondents purchase the product Daily, 28.7% of
drinking. They were disturbed about the way the respondent purchase the product Twice in a
in which food was produced and want safe, day, 24.3% of the respondents purchase the product
“natural”, high quality food at an appropriate occasionally, 15.7% of the respondents purchase
price. the product Two days once, 7.2% of the respondent
2. Singh(1995)2conducted a study on purchase the product Once in a week.
“Factors influencing customer Majority (28.7%) of the respondents purchase
preferences for type of milk supply in the Hatsun milk products twice in a day.
Hissar city” examined that the milk quality,
fitting, availability, a supply in quantity LIKERT SCALE ANLAYSIS
desired, flavour, color, freshness and mode A likert scale analysis is a method of measuring
of compensation which showed higher levels attitudes. Ordinal scale of responses to a statement,
of customer satisfaction. ordered in hierarchical sequence from strongly
Dhillon(1995)2conducted a study on “Food negative to strongly positive. Used behavioral
purchase habits and customer awareness of sciences and psychiatry .in Likert method, a
rural and urban housewives in Dharwad” person’s attitude meet combining (adding or
confirmed that the purchase behaviour in Ludhiana, averaging) their responses across all items.
rural and urban respondents rank nearby
market(mean score of 1.47 for rural and 2.10) Formula
Likert scale = (fx) / number of respondents
DATA ANALYSIS AND F=Number of respondents
INTERPRETATION X=Likert scale value
Simple Percentage Analysis (fx) = Total score
The percentage analysis is mainly used to find
the distribution of different categories of Mid-value
respondents. As the value are expressed in terms of Mid-value indicates the middle most value
percentage it facilitates comparison and of Likert scale.
standardization. The Analysis describes the TABLE SHOWING THE OPINION ON PRICE OF
classification of the respondents falling under each THE HATSUN MILK PRODUCTS.
category. Factors No of Likert Percentage
Respondents Scale (%)
FORMULA: Value
(x)
Number of Very High 31 5 155
respondents Percentage= price
_*100 High 26 4 104
price
Total number of respondents Moderate 46 3 138
Low price 12 2 24
Very low 5 1 5
TABLE SHOWS THE DURATION OF
price
PURCHASE OF HATSUN MILK
Total 120 426
PRODUCT FREQUENTLY
Duration No of Percentage
Respondents Likert scale = ∑ (FX)/Total number of respondents
Daily 30 26.1% = 426/120
Twice in a 33 28.7% =3.5
day INTERPRETATION
Occasionally 28 24.3% Likert scale value is 3.5 is greater than the
Two days 18 15.7% mid value (3) so the respondents opinion on price
once of the hatsun milk product.
Once in a 11 7.2%
week
Total 120 100%
(Source: Primary data)
Interpretation

2020 EPRA IJRD | Journal DOI: https://doi.org/10.36713/epra2016 | www.eprajournals.com |95 |

 SJIF Impact Factor: 7.001| ISI I.F.Value:1.241| Journal DOI: 10.36713/epra2016 ISSN: 2455-7838(Online)
EPRA International Journal of Research and Development (IJRD)
Volume: 5 | Issue: 11 | November 2020 - Peer Reviewed Journal

FINDINGS, SUGGESSIONS AND  The company should concentrate on various

CONCLUSION advertisement media.
FINDINGS  Majority of the respondents state that, only
 Majority (60.3%) of the respondents belong sometimes they have come across the
to the age group 18-25 years. advertisement for hatsun milk product
 Majority (77.0%) of the respondents are regularly in the media. To increase
unmarried awareness level. To cover the rural people
 Majority 83.6% of the respondents are and college students, more models of film or
female. sport stars may be used in advertisement
 Majority (66.1%) of the respondents  Packing of the hatsun milk should be given
belongs to the Nuclear family. more importance in order to attract more
 Majority (39.8%) of the respondents were customer.
completed under graduate.  To reduce price and to cover more number
 Majority (55.2%) of the respondents income of customer
were Below Rs.20, 000.
 Majority (34.5%) of the respondents were CONCLUSION
using Hatsun milk products for more than 1 This study was undertaken to examine the
Year. customers’ perception and satisfaction towards
 Majority (47%) of the respondent’s sources hatsun milk products. The study also reveals that
of motivation to purchase this products by customer are satisfied with the quality of hatsun
milk agent. products. Hence; the research concluded that the
 Majority (40%) of the respondents make price has significant and positive impact on
payment through cash. customers’ perception and choice in selecting hatsun
 Majority (46%) of the respondents opinion products. Generally, the customer change their
on advertisement in hatsun product is very behavior frequently on the basis of price and quality.
attractive. However the data shows the customer buy the hatsun
 Majority (28.7%) of the respondents milk for its quality and taste. It has to be point out
purchase the Hatsun milk products twice in that milk customer prefer taste over than the price.
a day. Many respondents feel the price of hatsun products is
 Majority (46.6%) of the respondents too high than other brands. If the hatsun take required
purchase the Hatsun milk products through steps to satisfy their customer, it creates invariant
Door delivery. position in the mind of customers.
 Majority (28.7%) of the respondents
purchase the Hatsun milk products twice in BOOK REFERENCES
a day. 1. Research methodology- C.R. KOTHARI.
 Majority (30.4%) of the respondents make 2. Statistical methodology- S.P. GUPTA
payment through cash.
 Majority (24.1%) of the respondents buy JOURNAL REFERENCES
quantity of 1 liter milk daily. 1. Recs(1992)2 conducted a study on ”Factors
 Majority (31.9%) of the respondents buy influencing customer choice” revealed that food
Hatsun Paneer products frequently. were flavour , texture, appearance, advertising, a
 Majority (40.5%) of the respondents were reduction in traditional cooking, fragmentation of
attracted towards team of the advertisement. family means and an increase in “snacking” etc.
 Majority (47.8%) of the Respondents source 2. Singh (1995)2conducted a study on “Factors
of awareness were milk agents. influencing customer preferences for type of milk
supply in Hissar city”
3. Dillon (1995)2conducted a study on “Food
FINDINGS OF LIKERT SCALE purchase habits and customer awareness of rural
ANALYSIS and urban housewives in Dharwad”
The respondent’s opinion on price of the hatsun milk
product. WEBSITES
1. www. Taxiorg.in
SUGGESTIONS 2. www. Studymode.in
The following recommendation is made for 3. www. Google.com
the improvement of customer awareness and brand
preference of hatsun product in the Coimbatore city.

2020 EPRA IJRD | Journal DOI: https://doi.org/10.36713/epra2016 | www.eprajournals.com |96 |