CONSUMERS’ PERCEPTION TOWARDS DAIRY PRODUCTS IN

MADURAI DISTRICT, TAMIL NADU

APPENDIX A

INTERVIEW SCHEDULE

I. PERSONAL PROFILE

1. Name of the Respondent :

2. Gender of the Respondent : a) Male b) Female
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) School level 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. Annual 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
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) 3.5g b) 4.5g c) 8.0g
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

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

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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
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?
Yes No

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28. a. If yes, rank the reasons

S.No Reasons Rank

1 Guaranteed and timely supply

2 Pay the cost as prescribed by the Govt.

3 Ease of Booth Access

4 Need not bother about purchase of milk daily

28. b. If no, rank the following reasons

S.No Reasons Rank

1 Unaffordability to buy the prepaid milk card

2 Cannot spare time to buy the card on the specified day

3 Unable to remember the date of purchase

4 Cannot demand excess milk packets on special occasions

5 Difficult to collect the packets at the specified time

III.BRAND PREFERENCE AND PURCHASE OF DAIRY

PRODUCTS FROM THE PARTICULAR STORE

29. Preference of milk

a) Fresh b) Branded

30. Have you ever changed the brand of milk? If yes, please rank the reason

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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31. Why do you purchase dairy products from the particular store?

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

32. 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

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 9 Low fat (high in sugar) increases calorie
intake

10 Mixture of cow milk with buffalo milk

11 Leads to obesity for some children

12 Damaged milk packets due to

transportation

13 High Ratio of Water proportion in milk

14 Unavailability of 250 ml packets in

certain brands

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

S.No Milk Brands HS S NSND DS HDS

1 Aavin

2 Arokya

3 Raj

4 SNP

5 Heritage

6 Cavin

7 Thirumala

8 Cowma

9 Sakthi

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34. 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 Nestle

4 Bounty

5 Kinder joy

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 Sunfeast

5 Glucose

6 Biskfarm

36. Indicate the level of satisfaction with the following brand of Ice-cream

S.No Ice-cream brand HS S NSND DS HDS

1 Amul

2 Arun

3 Joy

4 Jamaai

5 Hatsun

6 Qwality

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 7 Heritage

8 State ice-cream

9 Creambell

10 Vasanth

11 Lazza

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

S.No Paneer brand HS S NSND DS HDS

1 Paras

2 Heritage

3 Amul

4 Creamline

5 Milky mist

6 Cavin

7 Hatsun

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

S.No Ghee brand HS S NSND DS HDS

1 Aavin
2 Cavin
3 Gold winner
4 Idhayam
5 Udhayam
6 Heritage
7 Paras
8 Mother Dairy
9 Hatsun

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

S.N Curd brand HS S NSND DS HDS

o

1 Aavin

2 Cavin

3 Hatsun

4 Gowardhan

5 Cowma

6 Heritage

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

S.No Butter brand HS S NSND DS HDS

1 Aavin
2 Cavin
3 Hatsun
4 Cowma
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 Aavin

2 Hatsun

3 Cavin

4 Ruby

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V. PERCEPTION OF CONSUMERS TOWARDS VARIOUS BRANDS
OF MILK AND DAIRY PRODUCTS

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

Thirumal
Heritage

Cowma
Arokya

Sakthi
Aavin

Cavin
SNP
S.N

Raj
Factors

a
o

1 Price

2 Quality

3 Quantity- 250 ml/500 ml/1lt

4 Place of purchase-Booth/Agent/
Unauthorised Agent

5 Fat Content-3.5g/4.5g/8.0g

6 Doctor’s Advice

7 Influence of Friends and

Relatives

8 Health supporter

9 Enrichness in Tea and Coffee

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

Kinder
Cadbu

Nestle
Amul

Joy
ry

S.No. Factors

1 Price

2 Quality

3 Taste/Flavour

4 Packaging

5 Form

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 6 Brand Image

7 Colour

8 Shape

9 Place of Purchase-
Store/Mall

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

Britannia

Biskfarm
Sunfeast
Horlicks

Glucose
Parle
S.No. Factors

1 Price

2 Quality

3 Taste/Flavour

4 Brand Image

5 Package

6 Form

7 Place of Purchase-
Store/Mall

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

Creambe
State ice-
Heritage

Vasanth
Qwality
Hatsun
Jamaai

cream

Lazza
Amul
Arun

Joy

ll
S.No. Factors

1 Price

2 Quality

3 Taste

4 Brand
Image

5 Availabili
ty

6 Place of
Purchase-
Store/Mal
l/Parlour

46. State the factors which influence you to prefer the particular brand of
Paneer (Tick the relevant item)
Creamlin
Heritage

Hatsun
Milky

Cavin
Paras

Amul

mist
e

S.No. Factors

1 Price

2 Quality

3 Taste

4 Brand Image

5 Availability

6 Place of
Purchase-Store /
Mall

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

Udhayam
Idhayam

Heritage
Winner

Mother

Hatsun
Aavin

Cavin

Paras

Dairy
Gold
S.No Factors

1 Price

2 Quality

3 Taste

4 Brand
Image

5 Availability

6 Place of
Purchase-
Store/Mall

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

Heritage
Cowma
Hatsun
Aavin

Cavin

an

S.No. Factors

1 Price

2 Quality

3 Taste

4 Brand Image

5 Availability

6 Place of Purchase-
Store/Mall

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

Heritage
Cowma
Hatsun
Aavin

Cavin

Amul
S.No. Factors

1 Price

2 Quality

3 Taste/Flavour

4 Brand Image

5 Availability

6 Place of Purchase-
Store/Mall

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

Cavin

Ruby
S.No Factors
n

1 Price

2 Quality

3 Taste/Flavour

4 Brand Image

5 Availability

6 Place of Purchase-Store/Mall

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