TY  - BOOK
AU  - Reshma Das
AU  - Sunandha, K A (Guide)
TI  - Market potential for branded double toned curd to be introdeced by Ernakulam Dairy
U1  - 380.141 
PY  - 2017///
CY  - Vellanikkara
PB  - College of Co-operation Banking and Management 
KW  - Agribusiness Management
N1  - MBA
N2  - 1. The study focused only consumers of milma
2. The majority of respondents were females. It constitute 76 per cent and 24 per
cent were males.
3. Among the respondents 46 per cent belongings to the age group of 41-60 years
followed by age group of 25 -40years it constitute 36 per cent.12 per cent
belongs to less than 25 and 6 per cent of them in the age group of above 60.
4. The 40 per cent of respondents studied up to higher secondary. it is the majority
educational qualification. Educational qualification of 26 per cent of respondents
were SSLC. 18 per cent of respondents were graduates.10 per cent had primary
education and 6 per cent were post graduates.
5. The 60 per cent of respondents were house wives. 20 per of respondents were
work at private sector. 12 per cent of them were self employed and 8 per cent
were government employees
6. Thus it clear that the monthly income of 44 per cent of respondents were between
10001 and 15000. It is the majority. The class 15001-20000 constitutes 22 per
cent of respondents. The monthly income of 10 per cent of respondents is below
5000 and 8 per cent of respondents was above 20000.
7. The monthly budgets of 36 per cent of respondents were 100-150. For 20 per cent
of respondents 151-200. The monthly budget of 26 per cent of respondents was
less than 100. 10 per cent of respondents spent monthly income between 200 and
250 for purchase curd.
8. The majority of the family contain 4 members. It constitutes 40 per cent. 32 per
cent of family contain 5 members. 20 per cent family contain above 5 members. 8
per cent having the family size less than 3.
9. Majority of respondents were not the regular users of curd. It constitute 86 per
88
cent rest of 14 per cent were the regular users.
10. Among the respondents 50 per cent purchase curd fortnightly, 32 per cent weekly,
12 per cent twice in a week and 6 per cent purchase in 2 days interval.
11. 72 per cent of respondents purchase curd based on the availability and rest of them
consider other factors also.
12. Majority of respondents bought less than 1 litre of curd in a single purchase. It
constitutes 92 per cent and 8 per cent of respondents purchase 1 litre of curd at a
time.
13. The 96 per cent of respondents were not aware of quality standards of curd. Only
4 per cent were aware.
14. According to the majority of respondents there were no quality problems
regarding to the curd. It constitutes 64 per cent.
15. The majority of respondents bought curd from retail shop. It constitutes 58 per
cent. 24 per cent bought from milma out let and 14 per cent purchase from super
market.
16. Majority of respondents agree that curd available in the preferred quantity packets.
It constitutes 42 per cent. 32 per cent partly agree and 16 per cent disagree that
curd available in the preferred quantity packets.
17. According to 42 per cent of respondents agree that they the product they got were
quality product for affordable price. 36 per cent partly agree and 14 per cent
strongly agree.
18. According to 62 per cent of respondents most influencing promotional strategy
was advertisement. Next influencing strategy was special offers. It constitutes 14
per cent. Free gift and wall painting influence 12 per cent of respondents.
19. The advertisement through the visual media was the most influencing and next
was advertisement through social media they constitute 32 and 30 per cent
respectively. Print media was the third influencing advertisement media. 28 per
cent likes advertisement through print media.
20. According to Garret ranking on the statement factors influencing purchase
decision of curd quality came first. The quality obtained the maximum score of
85.42. price with the mean score 82.57 came in the second position. The
constraint health factor with the mean score 52. 28 ranked as the third constraint.
Availability was the fourth constraint having mean score 51.14 The fifth
constraint was quantity it has the mean score 46.28. packaging is the sixth
89
constraint its mean score was 17.42 the seventh constraint was brand image
having mean score 14.
21. The majority respondents that mean 100 per cent aware of milma curd.
22. It is clear that 88 per cent used milma curd.12 per cent not used milma curd
23. The majority of respondents aware about milma curd through advertisement. It
constitute 48 per cent. 20 per cent knew through social media and word of mouth.
24. The majority of respondents had used milma curd. It constitutes 88 per cent.
25. Availability came in the mind of respondents when they heard about milma curd.
It constitutes 36 per cent. Quality was second, price and package others came in
the third position. It constitutes 26 and 10 per cent respectively. Taste came in the
forth position it constitutes 8 per cent respectively.
26. The 40 per cent of respondents partly agree that the price of milma curd is
affordable compared to other curd brand and 30 per cent partly agree. 24per cent
of respondents disagree
UR  - http://krishikosh.egranth.ac.in/handle/1/5810143184
ER  -