Research Designed:

We have designed the research project by identifying the

appropriate sources of data for the study. This research is

designed to obtain a preliminary investigation in the

situation of interest to the researcher. Exploratory research

is appropriate in situation of problem recognition and

definition. The nature of data for this research study is

primary data, as it is important to know that the youth

requires and to help us.

RESEARCH MODEL:

BRAND
PRICE PREFERENCE

QUALITY
DEPENDENT VARIABLE

TASTE

ADVERTISEMENT

CUSTOMER
SATISFACTION
1
INDEPENDENT VARIABLES

“Exploratory Research”

2
Research objectives:

The reason of preference of any particular brand depends

on four major variables, they are listed below: -
 TASTE
 PRICE
 ADVERTISMENT
 QUALITY
 CUSTOMER SATISFACTION

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 Our main goal of conducting this research was to find
out that which of the above mentioned variable plays an
integral part in influencing the preference or choice of
consumers towards there buying behavior.

“MARKET RESEARCH METHOD”

It’s the development, interpretation and communication of

decisions oriented information to be used in all phases of the
strategic marketing process. We will collect information
through questionnaires.

Data Collection:
We had used the questionnaire for our data collection. The
reason for choosing the questionnaire method is that we
exactly knew what is required and how to measure the
variables. We had self administered the questionnaire.

The questionnaire had been designed in the possible simplest

form so that our respondents could understand it properly and
easily. If due to illiteracy the respondents were unable to read
or understand the questionnaire then we had self-asked the
questions from them in Urdu or in Punjabi.
We used the questionnaire because it is less expensive and
consumes less. Also in this technique researcher can collect
the completed responses within the short period of time.

4
Also the awareness about the topic is given to the
respondent and respondents are more motivated to give
their frank answers. It is important to note that all questions
were related to the each factor, which is shown in the model
on the previous page.

Name…………………………………

Age……………………………………

Gender……………………………….

AGE OF RESPONDENTS?
TABLE – 1

5
 Valid Cumulative
Frequency Percent Percent Percent
Valid 19 3 6.0 6.0 6.0
20 1 2.0 2.0 8.0
21 12.
6 12.0 20.0
0
22 1 2.0 2.0 22.0
23 1 2.0 2.0 24.0
24 3 6.0 6.0 30.0
26 1 2.0 2.0 32.0
27 3 6.0 6.0 38.0
28 2 4.0 4.0 42.0
29 1 2.0 2.0 44.0
30 3 6.0 6.0 50.0
31 4 8.0 8.0 58.0
32 2 4.0 4.0 62.0
33 1 2.0 2.0 64.0
34 1 2.0 2.0 66.0
35 1 2.0 2.0 68.0
36 1 2.0 2.0 70.0
37 3 6.0 6.0 76.0
38 1 2.0 2.0 78.0
39 2 4.0 4.0 82.0
40 1 2.0 2.0 84.0
41 1 2.0 2.0 86.0
44 1 2.0 2.0 88.0
45 1 2.0 2.0 90.0
47 2 4.0 4.0 94.0
49 1 2.0 2.0 96.0
52 2 4.0 4.0 100.0
Total 50 100 100

6
f
r
e
q 6
u
e
n 5

c
y 4

0
19 20 21 22 23 24 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 44 45 47 49 52

AGE OF RESPONDENTS

Do you use package milk?

TABLE – 11

Cumulative
Frequency Percent Valid Percent Percent
Valid Yes
39 78.0 78.0 78.0
No
11 22.0 22.0 100.0
Total
50 100.0 100.0

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PIE CHART PRESENTATION

use of packaged
milk

Yes
No

DESRIPTION:
From this Data we have found that 78% respondents use packaged
milk. Whereas only 22% don’t use packaged milk

Do you think that packaged milk is more useful over

Gawala Milk?

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 TABLE – II

Cumulative
Frequency Percent Valid Percent Percent
Valid Yes 31 62.0 62.0 62.0
No 19 38.0 38.0 100.0
Total 50 100.0 100.0

GRAPHICAL PRESENTATION

30

F
R 20
E
Q
U
E
N
C 10
Y

0
Yes No

Packaged milk is more useful over gawala milk

DESRIPTIOFrom this Data we have found that 62% think packaged milk is more useful over
gawala milk Whereas only 38% don’t think packaged milk is more useful then Gawala Milk.

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How frequently do you use packaged milk?

TABLE –1I1

Freque Perce Valid Cumulativ

ncy nt Percent e Percent
V Daily 13 26.0 26.0 26.0
al
id Few times a
22 44.0 44.0 70.0
month
Only on special
occasions 15 30.0 30.0 100.0

Total 50 100.0 100.0

GRAPHICAL PRESENTATION

25

F 20
R
E
Q
15
U
E
N
C 10
Y

0
Daily Few times a month Only on special occasions

Frequently do you use Packaged milk

DESRIPTION:
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From the Data collected we have found out that only 26% of our
sample use packaged milk daily. Whereas 44% use packaged milk few
times in a month and 30% use packaged milk on special occasions

4. Which brand of milk do you use?

40
35
30
25 HALEEB
20 NESTLE
15 OLPAR
10 OTHERS
5
0
HALEEB NESTLE OLPAR OTHERS

Are you fully satisfied with your used milk?

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 35
30
25
20 Completely
15 Almost Completely
10 To some extent
5 Not really
0
Completely Almost To some Not really
Completely extent

Chose any one;

Strongly agree =1, Agree =2, Neutral=3, Disagree= 4,

strongly disagree= 5

4.1-To what extent do you agree that quality is a

factor of using particular brand?

1 2 3 4 5

4.2 -To what extent do you agree that pricing is

factor of using particular brand?

1 2 3 4 5

4.3-To what extent do you agree that advertisement

factor of using particular brand?

1 2 3 4 5

DATA ANALYSIS:

After that we had obtained the data through questionnaire,

we used the tabulation method for the interpretation and

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 analysis of our data. As we had self-administered the
questionnaire therefore the errors in responding to
questions were very low and there were no unanswered
questions in the questionnaire. We quickly analyzed and put
that data in the tables for analyzing the hypothesis and
making a conclusion about the hypothesis.
Recommendations:

As far as the recommendations are considered we

recommend the following to the valued reader of this

research report

Milk in an open atmosphere has an average life of four

hours and in open environment it is receptive to bacteria
and other microorganisms.
Therefore he middleman’s* (Gawala or Branded Milk companies )
importance is Great. Researchers recommend to the readers
of this report to use packaged milk & make Trustworthy
Brands their middleman & not the Gawala. Although
packaged milk is expensive but it is treated & safe for its
users whereas the Gawala milk isn’t.
*Middleman’s = someone who takes milk to the end user or
consumer it could be gawala or Milk brand companies.

Bibliography:
As for bibliography is concern I takes help from the following

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 Marketing RESEARCH METHODOLOGY
 *Bill Bernback cited in “Bill Bernback said…” by Keith
Reinhard, 1996
 Brand Preferences
The Mackay Report, September 1998
 Strategic Brand Management By Kevin Lane Keller
 Article on “Milk a political Economy” by Punjab Lok Sujag
Sites given below were helpful to us in compiling this final report
 www.altavista.com
 www.yahoo.com
 WWW.wikipedia.org

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