PREFACE
Management Science is very highly a practical oriented program. Theories learned in classroom are applied in the market. That is why reports and assignment are essential and integral part of this programme. The research reports are the core activity in the subject of “Business Research Method”. Through this research report, we collect the different facts and figures, which enhance our knowledge about marketing environment in Pakistan specifically and work market generally.
Report writing helps the student to get acquainted with actual working atmosphere, and requirements, so they may fully fit to enter the practical completing. M.Sc Accounting & Finance.
We have tried our best to compile the same in the report, which we observed and learnt during our Research Program on “Marketing Comparison Of Packed Milk & Fresh Milk In Multan City”.
Chapter # 1
INTRODUCTION
BACK GROUND
After the world war 2nd, industrial development accelerated ampliphicatedly in multidimensional all over the world especially in America and Western Europe. In the race of industrial tremendous development although industrial products based on modulated and sophisticated technology, received the bright concentration of the industrial nations, yet consumer products also caught the attraction of particular group of manufactures seeking profit orientation vide satisfaction.
Agriculture being the vocation of the majority was considered the genuine industry to be technologies worldwide. So this recognized phenomenon amplified the agro-based industry astonishingly and unprecedented during the last three decades. As the market- oriented concept of business and trade holds the popular and attractive vase behind the process of manufacturing consumer goods, the progressive businessman to explore new fields, and niches resulting in consumer satisfaction do always efforts. This enchanting and fascinating process of exploration and Research was basic factor, which brought about the origin and innovation of milk industry to meet some unsatisfied needs of milk- consumer.
It is an accepted fact the milk from the very origin of man’s life on the earth, has been the most likely and captivating food its energetic qualities. In the early days, milk could be easily managed and availed. But with the industrial growth, population explosion, change in life style, above all over, increasing consumption of the meats of milk generating cattle and their evacuation from cities caused the problems of milk scarcity and unavailability at its unprecedented and gravity level, especially, in the big crowded cities. To meet this milk scarcity problems, powder milk was launched into market but it could not achieve the real target despite its propagation and advertisement of its hygienic effects and still the need of fresh and natural milk were felt among the consumer.
Realizing this very need and same other socio-psychological factors e.g. Its purchase without any pot; tetra-pack mils was introduced and expectedly it captured a reasonable market share not only at its starting period but it always on the paths of increase and growth. Still there is bright prospectus for this product to maximize its position in the growing markets of big cities. Currently there are two main brands serving the market-associated with Tetra Brick, Aseptic Tetra pack. Firstly, Nestle milk pack processed and aseptically packed by nestle milk pack limited, 308 Upper Mall, Lahore. Under license of society dues products, Nestle S.A very-Switzerland, trade marks owners. Second one is HALEEB & Dairy Queen standardized Milk, processed and Aseptically packed by Chaudhry Foods Ltd. 135 Feroze Pur Road, Lahore. There are many other brands.
Chapter # 2
PROCESS OF PACKED MILK
PROCESS OF PACKED MILK
Packed milk is a processed milk. We collect milk from the approved dairy farms and process it keeping the highest standards. Many people doubt that packed milk is made of chemicals or its proceeds synthetically but it is a quite misleading conception.
MILK COLLECTION
The method adopted in collection of milk from dairies is, to only collect milk from the approved suppliers who are running their cattle farms in accordance with the prescribed standards. The temperature is maintained at 80C without adding ice. The chiller containers are especially cleaned before milk is stored in them. This milk is then transported to the factory.
FACTORY RECEPTION
As soon as milk reaches the factory reception the qualified chemists and microbiologists for conducting a series of tests once again test it. This enables us to mark the milk confirming it to be international standards.
PROCESS
The milk is then pasteurized at 780C killing 98% germs / bacteria. The milk after pasteurization is then standardized as prescribed by the Pakistan Pure Food Laws at 35% fats and 8.9% SNF (Solid Non-Fats). This process makes it a premium quality product.
STANDARDIZATION
Standardization is a process in which the excess fats and SNF’s are removed from the milk in order to achieve the standard of 3.5% Fat and 8.9% SNF as prescribed by the Pakistan.
HOMOGENIZATION
Homogenization is a process in which all the cream in the milk is mixed. In this process, milk is passed through 200 Bars of pressure, which in turn breaks each cell to 0.5 microns, which is 200 times smaller than its actual size.
By applying this enormous pressure the entire cream mixes in the milk. This process makes every drop of Haleeb milk highly nutritional, energy giving and homogeneous to the other parts. That is why, on boiling Haleeb does not accumulate cream on its top like ordinary milk.
UHT
By means of this process, the milk passes through 140 C in 3 seconds and then cooled up immediately to 20 C with in the next 5 seconds, which in turn kills all the bacteria. This is fate most sophisticated and advanced process being adopted throughout the world. At dairies we use the indirect method of HUT and milk is heated by steam passing through stainless steel pipes. All other brands in Pakistan use the direct method of heating by injecting steam in the milk. These ads water contents in milk, where – as indirect heating in fact evaporates water from the milk. This is what makes Haleeb the “thickest milk”
SKIMS MILK
There are mainly two types of milk powders, full cream and skimmed. SKIMZ is a skimmed milk powder. Full cream powder contains 28% fat, whereas SKIMS as compared to full cream milk powder.
BENEFITS OF SKIMMED MILK
Researched all over the world have identified the following benefits of using low- fat milk powder:
-Low cholesterol content helps prevent high blood pressure and various cardiac disorders.
-Low fat content helps you stay smart.
-High calcium content prevents Osteoporosis (deterioration of bone mass) especially in women after menopause.
-High protein content helps strengthen and builds muscles.
-Low fat milk can reduce the risk of intestinal cancer.
-Low fat milk helps in reducing the Alzheimer’s disease.
HOW IS SKIMS PRODUCED?
Milk is collected from the best available sources. It is pasteurized to kill all pathogenic bacteria. All fat is removed from the milk and water is evaporated from it under vacuum. It is then spray dried. Spray drying increases the quality of solubility of milk powder, making it more “ instant”. The product is then packed in aluminum foil to protect it from bacteria, heat and light, and to preserve its freshness and flavor.
Chapter # 3
MARKETING OF MILK
NESTLE MILK LTD.
INTRODUCTION OF THE COMPANY
Nestle Milk Pak Ltd. Was established in 1981. As a result of the joint venture between Nestle-S.A and Milk pack Limited. Besides the investment, this joint venture has helped Nestle Milkpak Ltd to acquire the equipment, transfer of latest food technology .It has also invested vast resources in people and developed a well-trained industries work force.
Pakistan, at present, has a very narrow and segmented food industry.
There for it has tremendous untapped potential, that can be maximized by developing new food concepts. Nestle Milkpak Ltd. has aimed to do just that, and much of its activities are focused on introducing new food products to the customer, rather than concentrating on gaining market share in existing categories.
MILK RELATED PRODUCT LINE OF NESTLE MILKPAK
Nido
Milkpak
Chocolates
Lactogen
Nes Cafe Select
Neslac
NESCAFE CLASSIC
Ness Café 3 in 1
Nescafe Frothe
Every day Tea Whitener
Cereal Wheat
Cerlac Fruit
Cerlac Honey
Cerlac Banana
Cerlac Rice
Milo
Desi Ghee
Cream
Butter
Butter Skotch
CHAUDHRY FOODS LTD.
INTRODUCTION OF THE COMPANY
Chauhdry Foods Ltd. was established in1984 and started its production in 1987. It was setup with the financial aid of PICIC
(Pakistan industrial Credit & investment Corporation) and ADBP (Agriculture Development Bank of Pakistan). The company purchased the plant form Holland and installed it near Bhai Phero. The Head office of the company is situated at Ferozepur road Lahore. Over all management of Choudhry Foods ( Pvt.) Ltd. is run by a Board of Directors. One of the directors is chosen as the chairman of Board of Directors. At the main office management is totally under the administration and supervision of the chief executive. Chaudhray Food Limited is the only food company in Pakistan, which is certified by ISO, and has ISO 9002 certificate for Haleeb.
The company has several departments as;
Marketing department.
Finance department.
Production department
Quality increase department
Repair department
Engineering department
MILK RELATED PRODUCT LINE OF CHAUDHRY DAIRIES LTD.
Haleeb milk
Nova Milk ( Low fats milk)
Skimming milk powder
Skims yogurt
Candia Skims
Dairy Queen
Chapter # 04
CHANNEL OF DISTRIBUTION
In the business world, consumer is the most important figure. Health of well being the consumer sets the future prosperity and performance of business. If the good are properly channeled and sold to consumer the activity of the production begins to cease.
Mainly the question lies who our customer is and where they are located? What they want? And what price they are willing to pay for our product?
The question is how to reach them? This task involves the establishment of strategy covering channels of distributions and physical distribution of the product.
AVAILABLE CHANNELS FOR TETRA PACK MILK
LONG CHAIN
MEDIUM CHAIN
Chapter # 05
THEORETICAL FRAMEWORK AND METHODOLOGY
PROBLEM STATEMENT
To what extent, people are responding towering towards the packed milk? The superiority of packed milk is in the areas of hygiene, convenience, taste, nourishment and affordable price. Price of packed milk is though higher, but it is economical in the sense that it’s quantity required to make a certain number of tea cups is half of that of fresh milk.
We have observed that in spite of these facts, most of the families prefer fresh milk. Why is this so? Problem is to be defined and investigation is to be carried out that whether fresh milk is really preferred over packed milk or not and what could be the possible reasons for it.
HYPOTHESIS:
Ho = Fresh milk is preferred over packed milk.
Hi = Packed milk is preferred over fresh milk.
THEORETICAL FRAMEWORK
The theoretical framework developed is as follow:
People prefer fresh milk, because of its easy availability, low price, free from germs and good taste.
Based on the observations, the most important variables in comparison of fresh and packed milk are quality, price, hygiene, taste and nourishment the variable of primary interest or the dependent variable is “ preference for the type of milk”. The independent variables influencing are below:
Quality
Price
Hygiene
Taste
Nourishment
Income
The most influencing factor is the income of families. Most of families may strongly believe that the independent variables are in favor of a certain kind of milk, but they will surely prefer the one they can afford.
OBJECTIVES OF THE RESEARCH
The objective of the research is:
To find out whether as to the consumers prefer fresh milk over packed milk or not and find out the possible causes for it.
To find out whether as to the advertisement affects the preference of people regarding the packed milk or not.
RESEARCH METHODOLOGY
Tools of research use for the data collection will be personal interviewing and questionnaire and secondary data as well.
QUESTION DESIGN
We question consists of the following items
In question design process, we have considered the factors given hereunder:
1) Relevancy and accuracy of the question was considered as the first important objective.
However, We have also tried my best that the wording of the question should be simple and easily understandable
2) Our questionnaire required two types of information;
First, consumer behavior about the packed milk.
3) These questions were about knowledge of the residence and their monthly income. After deciding what should be asked, We focused our attention on the following points:
-Question contents should be relevant and accurate.
-Question wording should be easy.
-Question sequence should be logical.
-Question should be pure of complexity and ambiguity.
-Open – ended question were asked.
-Personal question and question that are more interesting an easier to consumer.
SAMPLING TECHNIQUES OF THE RESEARCH
What do we mean by sampling is the use of simple random technique of sampling. While selecting a book, We read some pages or lines or related topic of the research and selected the Sampling Techniques.
SAMPLING
The process of using a small number of items or parts of the whole population to make conclusions about the whole population.
SAMPLES
A sample is a subset or some part of a large population.
In research 250 respondents were selected by me to represent the sample.
POPULATION
A complete group of entities shares some common set of characteristics. The population of our research was the total population of Multan City.
SAMPLING UNIT
A single element or group of element subject to the selection in the sample in case of this research-sampling unit was selected respondents.
SAMPLING TECHNIQUES APPLIED
We select non probability sampling techniques, under which We applied quota sampling and probability sampling by means of which We applied systematic sampling.
QUOTA SAMPLING
A non-probability sampling procedure that insures certain characteristics of a population sample represent the exact extent that the investigator desires.
SYSTEMATIC SAMPLING
A sampling procedure in which an initial starting point is selected by a random process and then every number on the list is selected.
SAMPLING INTERVAL
Sampling interval is the number of population elements amongst the units selected for the sample. So, in order to represent the consumer behavior of all income classes, We have selected six areas of Multan City. The selected areas were equal representation i.e. from each of selected areas, We have chosen the same number of respondents to be included in my sample.
The areas, which were selected by us for the purpose of the study, are under.
Gulgasht 50
New Multan 50
Mumtazabad 50
Nishter Road / Chungi No.1 50
Cantt: 50
Total:- 250
We interviewed the people at their home. We selected those people who were willing to answer the question. We filled in the questionnaire and some questionnaires were distributed to the people and were collected after two or three days. We assured the respondents that their response would be kept confidential. As no previous research done by us, so in experience become a problem to get the response from the people. But after some time, We gained confidence in making queries.
SAMPLE SIZE SELECTION
The selection of sample size proves to be the most difficult job while you are going to get the information from the people. We have taken sample size of 250. The reason behind this selection is that in such type of informal studies that is enough number of samples to get the conclusion.
Chapter # 06
ANALYSIS & RESULTS
Q.No.1. What type of milk do you use?
Answer – Analysis
| Category | Frequency | Frequency in % | |||
| Packed | 10 | 4% | |||
| Fresh | 209 | 83.6% | |||
| Both | 31 | 12.4% | |||
Total | 250 | 100% |
![clip_image005[6]](http://lh5.ggpht.com/-xoyUHHy-KSc/TngvhbDrXyI/AAAAAAAABMw/caevA6LfkaU/clip_image005%25255B6%25255D%25255B2%25255D.gif?imgmax=800 "clip_image005[6]")
Interpretation:
The purpose of asking question was just to know the type of milk, being used by the people. About 83.6 % respondents replied that they use fresh milk, 12.4% respondents answered that they use both (fresh, packed) and 4 % respondents replied that they use packed milk. So, we can conclude that majority of people use fresh milk.
Fresh Milk:
Q. No. 2. What are the basis of your preference?
Answer – Analysis
| Preference | Frequency of Respondents | Frequency in % |
| Price | 54 | 2.55% |
| Quality | 115 | 48% |
| Availability | 24 | 10% |
| Taste | 47 | 19.5% |
Total:- | 240 | 100% |
![clip_image007[10]](http://lh5.ggpht.com/-0Kzc8kGfg2A/TngviQNnXtI/AAAAAAAABM0/2q1d9OvKeMI/clip_image007%25255B10%25255D%25255B2%25255D.gif?imgmax=800 "clip_image007[10]") |
Interpretation:
The purpose of this question was to know that what are preferences in the use of Fresh milk. Table shows that 48 % respondents replied that they prefer Fresh milk due to the quality. 22.5 % preferred due to the price. 19.5 answered because of taste and 10.00% replied due to availability.
Q. No.3. Who much quantity of milk do you use daily?
Answer – Analysis
| Quantity | Frequency of Respondent | Frequency % | |||
| 0 to 2 | 143 | 60 % | |||
| 3 to 4 | 57 | 24% | |||
| 5 to 6 | 20 | 8% | |||
| 7 to 8 | 10 | 4% | |||
| 9 to 10 | 7 | 3% | |||
| 11 to 12 | 3 | 1% | |||
Total:- | 240 | 100% |
![clip_image009[6]](http://lh4.ggpht.com/-67SZ0ILAsa0/TngvjXcSRJI/AAAAAAAABM4/h4G0dhOwrHQ/clip_image009%25255B6%25255D%25255B2%25255D.gif?imgmax=800 "clip_image009[6]")
Interpretation:
This question is designed to know the quantity used of fresh milk daily in the home. The minimum quantity was reply one kg and maximum quantity use daily is 12 kg. About 24 % respondents replied that the quantity of fresh milk use a day 3-4 Kg. 60 % people response 0-2 kg quantity of fresh milk in a day. The remaining percentage out of 100 is used the fresh milk daily 6-5, 7-8, 9-10, 11-12 and the percentage that is 8 % , 4 %, 3 % and 1% respectively.
Q.No. 4. Is the fresh Milk available on credit?
Answer – Analysis
| Category | Frequency of Respondents | Frequency in % | |||
| Yes | 192 | 80% | |||
| No | 48 | 20 % | |||
Total:. | 240 | 100.00 |
![clip_image011[4]](http://lh6.ggpht.com/-YmFwvSekAYo/TngvkGiluuI/AAAAAAAABM8/mAsqOHMpa-k/clip_image011%25255B4%25255D%25255B2%25255D.gif?imgmax=800 "clip_image011[4]")
Interpretation:
The purpose of putting this question was that as to whether the fresh milk is available on credit. 80 % respondents replied in positive, whereas 20% responded in negative.
Q. NO. 5 If yes, then for how many weeks?
Answer – Analysis
Category | Frequency of Respondents | Frequency in % |
| 2- weeks | 30 | 16% |
| 4-m weeks | 162 | 84 % |
| Total: | 192 | 100% |
Interpretation:
This question relates with previous question No. 4 that long fresh milk is purchased on credit. 84 % respondent replied as four weeks. Only 16 % replied as two weeks. Mostly, the peoples make payments of fresh milk after a month. Which shows a monthly based credit purchase of fresh milk.
Q. NO. 6 For which purpose the fresh milk is used?
| Description of Use | Frequency of Respondents | Frequency in % |
| Drinking | 174 | 72.5% |
| Tea | 60 | 25% |
| Yogurt | 6 | 2.5% |
| Total: | 240 | 100.00 |
![clip_image013[4]](http://lh6.ggpht.com/-e3GIASaQAtU/Tngvkzfy9mI/AAAAAAAABNA/JsSO23PF5Is/clip_image013%25255B4%25255D%25255B2%25255D.gif?imgmax=800 "clip_image013[4]") |
Interpretation
The purpose of asking this question was to know that for which purpose the fresh milk is used.
shows that 72.5% respondents replied the use of fresh milk for drinking. 25 % replied for tea and only 2.5 % reply for yogurt.
Packed Milk:
Q. No. 7 Are the prices lof packed Milk affordable?
Answer – Analysis
| Category | Frequency of Respondents | Frequency in % |
| Yes | 19 | 46% |
| No | 22 | 54 % |
| Total:. | 41 | 100% |
Interpretation:
The purpose of asking this question was to know that whether the prices of packed milk are affordable. 54 % respondents replied that the prices of packed milk are not affordable. The fresh milk does not fulfill our needs. Hence, we purchase the packed milk. 46 % respondents replied that the prices of packed milk are affordable.
Q.No. 8 what do you think about the availability of packed milk?
Answer – Analysis
| Category | Frequency of Respondents | Frequency in % |
| Near the Residence | 35 | 85% |
| Away the Residence | 6 | 15% |
| Total:. | 41 | 100% |
![clip_image015[6]](http://lh5.ggpht.com/-J95nGhzBSTI/TngvlrGSc3I/AAAAAAAABNE/32KWQuXfW0k/clip_image015%25255B6%25255D%25255B2%25255D.gif?imgmax=800 "clip_image015[6]") |
Interpretation:
This question was asked to know whether packed milk is easily available, near the residence or away from the residence. 85 % respondents replied that the packed milk is available near the residence. Only 15 % respondents replied away from the residence.
Q. No. 9 what are the basis of your preference?
Answer – Analysis
| Preference | Frequency of Respondents | Frequency in % |
| Price | 3 | 7% |
| Quality | 6 | 15% |
| Availability | 10 | 24 % |
| Taste | 22 | 54% |
| Total:- | 41 | 100.00 |
![clip_image017[4]](http://lh5.ggpht.com/-xcVLL9Mn6g0/TngvmdebezI/AAAAAAAABNI/7VgD_goqRlc/clip_image017%25255B4%25255D%25255B2%25255D.gif?imgmax=800 "clip_image017[4]") |
Interpretation:
The purpose of designing this question with a view to know that what are the basis preference to use the packed milk.
Table shows that 54% respondents replied that they prefer packed milk due to its taste. 7% preferred due to its price. 24% answered due to availability and 15% replied due to quality.
Q. No. 10 For which purpose the packed milk is used?
Answer Analysis
| Description of Use | Frequency of Respondents | Frequency in % |
| Drinking | 20 | 49% |
| Tea | 21 | 51% |
| Sweets | 00 | 00 % |
| Total:- | 41 | 100.00 |
![clip_image019[4]](http://lh4.ggpht.com/-rboKVp95VuI/TngvnqkpkRI/AAAAAAAABNM/Gt8BRCrXRbc/clip_image019%25255B4%25255D%25255B2%25255D.gif?imgmax=800 "clip_image019[4]") |
Interpretation:
The purpose of asking this question was to know that for what purpose the packed milk is used. Table shows that 51% repondents replied that they use the packed milk for tea. And 49% for drinking.
Q. No. 11 Which quantity of packed milk do you buy?
Answer
Interpretation:
The purpose of this question was to know that which quantity of packed milk does a person buy only 10 respondents replied that the minimum quantity of packed of packed milk ½ Kg and the maximum quantity of packed milk 2 Kg, they buy.
Q. No. 12 How you started using packed milk as to whether due to advertisement?
Answer – Analysis
| Category | Frequency of Respondents | Frequency in % |
| Yes | 18 | 44% |
| No | 23 | 56% |
| Total:- | 41 | 100.00 |
![clip_image021[4]](http://lh3.ggpht.com/-kEho_UnKdYI/Tngvo9k3c9I/AAAAAAAABNQ/flP8k429-B4/clip_image021%25255B4%25255D%25255B2%25255D.gif?imgmax=800 "clip_image021[4]")
Interpretation:
The purpose of this question was to know that what role the advertisement has played in the introduction of packed milk. About 56 % respondents replied in negative. 44% people replied in positive.
Q. No. l3 Which brand of packed milk do you prefer?
Answer – Analysis
| Category | Frequency of Respondents | Frequency in % |
| Haleeb | 8 | 20% |
| Milk Pack | 10 | 24% |
| Every Day | 7 | 17 % |
| Daily Queen | 16 | 41 % |
| Total:- | 41 | 100.00 |
Interpretation:
This question was asked to know which brand of packed milk peoples prefer. About 20 % people answered that in favor of brand “ Haleeb” 24 % respondents answered in favor of “Milk Pack” and only 17% respondents answered in the favor of brand every day or other packed milk. And 41% Dairy Queen.
So, majority of the people prefer the brand of packed milk “Dairy Queen”.
Q. No. 14 Has any doctor recommended the use of packed milk for your infants?
Answer – Analysis
| Category | Frequency of Respondents | Frequency in % |
| Yes | 3 | 7% |
| No | 38 | 93% |
| Total:- | 41 | 100.00 |
Interpretation:
This question was asked to know that which packed milk is used for the infants recommended by doctor. 93 % respondents replied in negative.
So, the people believe on the mother feed for the infants.
Q. No. 15 Which milk is more hygienic?
Answer – Analysis
| Category | Frequency of Respondents | Frequency in % |
| Packed Milk | 100 | 40% |
| Fresh Milk | 150 | 60% |
| Total | 250 | 100.00 |
Interpretation:
The purpose of asking this question was to know that what type of milk is more hygienic 60 % respondents replied in favor of the fresh milk. While 40% respondents replied in favor of packed milk.
So, the fresh milk is considered to be more hygienic after boiling.
Q. No. 16 Which milk is good for Tea
Answer – Analysis
| Category | Frequency of Respondents | Frequency in % |
| Packed Milk | 40 | 16% |
| Fresh Milk | 210 | 84% |
| Total | 250 | 100.00 |
Interpretation:
The purpose of asking this question was to know that what type of milk is better for tea. 84 % respondents replied in favor of fresh milk for tea. 16 % respondents replied that the packed milk is better for tea.
So, the majority of people like fresh milk for tea as compared to the packed milk.
PERSONAL QUESTIONS
Q. No. 17 You education please?
Answer – Analysis
| Category | Frequency of Respondents | Frequency in % |
| Primary | 25 | 10% |
| Middle | 18 | 72% |
| Matriculate | 90 | 36% |
| F.A | 15 | 6% |
| Graduation | 60 | 24% |
| Doctor/ Lawyer | 22 | 8.8% |
| Master | 20 | 8 % |
| Total | 250 | 100.00 |
Interpretation:
This question was designed to know that our respondents are how much educated. 36 % respondents replied that they are Matriculates. 24% respondents replied that they are Graduates. 6% respondents replied that they had complete their education up to F.A 8.8 people responded that they are professional like Doctor/ Lawyer whereas 8% and 7.2% the qualification of other were Primary, Master and Middle respectively.
So, “ Matriculation” and “Graduation” are greater in number than other.
Q.No. 18 How many family members do you have?
Answer – Analysis
| Category | Frequency of Respondents | Frequency in % |
| 1 to 2 | 31 | 12.4% |
| 3 to 4 | 48 | 19.2% |
| 5 to 6 | 68 | 27.2% |
| 7 to 8 | 38 | 15.2% |
| 9 to10 | 25 | 10% |
| 11 to 12 | 30 | 12% |
| 131 to 14 | 10 | 4% |
| Total:- | 250 | 100.00 |
Interpretation:
The purpose of asking lthis question was to know the knowledge of family members of the respondents. The response reveals that the respondents have minimum two family members and maximum fourteen family members. 27.2% people reply that they have 5-6 members of their family. 19.2 %, 12%, 15.2%, 10%, 12.4%, 12.4% and 4%, respondents replied that their family comprise 3-4, 11-12,7-8, 9-10, 1-2 and 13-14 respectively.
So, most of family have 5-6 member as compared to others.
Q. NO. 19 Your family income please?
Answer – Analysis
| Category | Frequency of Respondents | Frequency in % |
| 0001 to 5000 | 27 | 10.8% |
| 5001 to 10000 | 48 | 56.4% |
| 10001 to 15000 | 68 | 18% |
| 15001 to 20000 | 38 | 102% |
| 20001 to 25000 | 25 | 2.8% |
| Total | 250 | 100.00 |
Interpretation:
The purpose of asking this question was to know that income level of the family of respondents. 58 % people replied that their income falls Rs. 5001-10000 per month. 10.8 %, 18% and 2.8% respondents replied that their income is between Rs. 0001-5000,10001-15000,15001-20000 and 2001-25000 per month respectively.
So, majority of the family’s income lies in Rs. 5001-10000.
CONCLUSION
From the research conducted, it has been observed that.
1. There is no signification relation between the use of packed milk and fresh milk.
2. About 83.6% people use only fresh milk l whereas only 4% people use packed milk. The rest of people use both packed and fresh milk. Therefore, the hypothesis stated earlier, i.e.’ fresh milk is preferred over packed milk, is accepted on the basis of results.
3. Also, the relationship of education with use of packed milk is not very strong. Its difficult to determine how educated a family is? Moreover, the method used by us to calculate the educational score is quite tricky, and it is difficult to fix parameter of educated family.
4. All families are aware of the advertisement of packed milk. About 56% families, who don’t use packed milk at all, have awareness of advertisements of packed milk.
5. The influence on purchasing decision of the people after watching the advertisement is not much.
6. Usage pattern of the people does not seem to affect the purchasing decision in case of packed milk. The following table summarizes the usage rate for people who use fresh milk alone, and people who use packed milk along with fresh milk.
Usage | People using fresh milk alone | People using packed milk along with fresh milk |
| 0-2 Liters | 60 % | 100.00% |
| 3-4-2 Liters | 24 % | 00 |
| >4 Liters | 16 % | 00 |
| Total:- | 100.00% | 100.00% |
7. Those people, who purchase fresh milk, mostly purchase from doorstep Same is the case with those people who use both fresh and packed milk.
8. In case of those people, who use fresh milk, they use 72.5 % for drinking and 25% for making tea. As compare to people, who use packed milk just use 49% it for drinking, and 51% for making tea. We have observe that basically it is the quality and the high cost, which makes the packed milk undesirable for drinking. Whereas, it is more desirable for the purpose of making tea.
9. While considering the importance of various factors, the following tables depicts etc. various results:
Table 1
|
| Price | Quality | Availability | Taste | Total |
| Fresh | 22.51% | 48% | 10% | 19.5% | 100% |
| Packed | 7% | 15% | 24% | 54% | 100% |
Table 2
|
| Hygienic | Nourishment |
| Fresh | 60 % | 72 % |
| Packed | 40 % | 28 % |
| Total | 100.00 % | 100.00% |
Now it is easy to conclude from the table 1 that those people who use fresh milk, the major factor influencing their purchasing decisions are the quality and prices, which are the most important factors. As compare to the people, using packed milk, the major factors influencing their purchasing decisions are the taste and prices which are the most important factors.
Further it can be conclude form the table 2 that the fresh milk has more hygienic and nourishing factors as compare to packed milk.
10. When we conducted research, we face a lot of problems which was, however, covered during research as following:
i. Sampling should have been done in order to clearly identify the distinct areas in the city, which are different from each other in buying decisions and habits, for example people form Cantt. Are quite different from people of new Multan. However, this aspect was covered tactfully psychologically.
ii. The proper cluster of various income level made it difficulty to identify more clearly the buying pattern of packed milk on people were reluctant to reply the questionnaire. However, on assurance of keeping their identify confidential they cooperative with us.
APPENDIX
Area:
QUESTIONNAIRE
We are the student of department of commerce B.Z.U Mutan.
We are conducting the research on “MILK MARKETING-COMPARISON OF PACKED MILK VERSUS FRESH MILK IN MULTAN CITY (PUNJAB, PAKISTAN). We are need of your cooperation in filling up of this questionnaire. Please extend your cooperation.
Q. No. 1 What type milk do you use?
o Packed Milk o Fresh Milk o Both
FRESH MILK
Q. No. 2. What are the basis of your preference? (Rank the following)
o Price
o Quality
o Availability
o Taste
o Any other
Q NO. 3 How much quantity of milk do you use daily?
Q No. 4 is the fresh milk available on credit?
o Yes o No
Q. No. 5 If yes, then for how many weeks?
o 2 Weeks o 4 Weeks
Q.No. 6 For which purpose the fresh milk is used? (Rank the following)
o Drinking
o Tea
o Any other
Q. NO. 7 Are the prices of packed milk affordable?
o Yes o No
Q. No. 8 What do you think about the availability of packed milk?
o Near the residence o Away the Residence
Q. No. 9 What are the basis of your preference? (Rank the following)
o Price
o Quality
o Availability
o Taste
o Any other
Q. No. 10 For which purpose the packed milk is used?(Rank the following)
o Drinking
o Tea
o any other
Q. No. 11 Which quantity of packed milk do you buy?
Q. No. 12. Have you started using packed milk as to whether due to advertisement?
o Yes o No
Q. No. 13 Which brand of packed milk do you prefer?
o Haleeb o Milk pack o Any other
Q. No. 14 Has any doctor recommended the use of packed milk for your infants?
o Yes o No
GENERAL QUESTIONS
Q. No. 15 Which milk is more hygienic?
o Packed milk o Fresh milk
Q. No. 16 Which milk is more nutritious?
o Packed milk o Fresh Milk
Q. No. 17 Which milk is good for tea?
o Packed milk o Fresh Milk
PERSONAL INFORMATION
Q. No. 18 Your education please?
Q. No. 19 How many family members do you have?
Q. No. 20 Your family income please?
(THANKS)
BIBLIOGRAPHY
1. Business Research Methods by W.G. Zikmund.
2. Business Research Method by Usuma Sckrama
SOURCE OF INFORMATION
1. Chaudhry Foods Limited’s Website, http://www.dl.com.pk
2. Regional Office Nestle Milk Pak Limited Chungi No. 1
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