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The Analysis of Marketing Milk Factories and Effects on Customers Behaviours Mechanism | OMICS International
ISSN: 2168-9601
Journal of Accounting & Marketing

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The Analysis of Marketing Milk Factories and Effects on Customers Behaviours Mechanism

Farzaneh Haghighat, Thimmarayappa R and Hossein Niavand*

Research Scholar in Department of Commerce, University of Mysore, Mysore, India

*Corresponding Author:
Hossein Niavand
Research Scholar in
Department of Statistics
University of Mysore
Mysore, India
Tel: 0821 242 0331
E-mail: [email protected]

Received Date: July 24, 2015; Accepted Date: August 21, 2015; Published Date: September 03, 2015

Citation: Haghighat F, Thimmarayappa R, Niavand H (2015) The Analysis of Marketing Milk Factories and Effects on Customers Behaviours Mechanism. J Account Mark 4:143. doi:10.4172/2168-9601.1000143

Copyright: © 2015 Haghighat F, et al. This is an open-access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.

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Consumption of its way on the incidence of many physical illnesses opens. However, according to statistics available per capita consumption of this nutrient among Indian is well below the world average that this rate of prevalence of diseases such as osteoporosis, calcium deficiency and many other diseases among Indians enhances the frequency of losses and losses for the country. Though very heavy losses and calculate an integral charges physical and mental growth can be accounted for essentially not. Due to this short introduction to the need for extensive research in order to check the effects of various factors on consumer behaviour mechanism dairy products is inevitable. In line with this study it was felt necessary to do. This research attempts to answer this question is the impact of marketing milk factors (income, familiarity with various types of dairy products, easy access to milk, packaging and the importance of awareness of the benefits of milk) on the mechanisms and behavioural mechanisms people use this product what. This research on the topic was above 250 citizens and consumers of milk in the city of Mysore in India (for example) that were selected by stratified random, was examined. The results showed that the above factors and determine the main factors in the marketing and consumption of dairy products.


Milk; Marketing; Factory; Information


Today, changes like increased production, expanding markets, geographic dispersion of the human population, and monopolies, has led manufacturers to specific ways to get the market and recognize the consumer’s comments. It has created intense competition between large and small companies to capture the market. Such competition, plan to sell for large and small companies have created a difficult [1]. To the compression of the competitions, companies must have the possibility that predict their future prospects of activities. More accurate prediction market conditions. More accurate prediction of market conditions allow productive firms that set the size of your Activity and In this way ensure the survival and economic operation of its institutions. Marketing is a set of business activities that guide the flow of goods or services from final producer. These activities includes a range of measures such as Buying raw materials, production, quality control, transportation and warehousing, Prepared for consumption, freezing, packaging, pricing, customer identification, advertising, sales and after sales service. Production, sales and marketing must work together to lead to the best results. Marketing is responsive process for identifying, prediction and satisfy customer profitable needs. With this approach organizations will able to put their products or services according to neither customers needs nor it produce something and expect to achieve customers in the manufacturing industries, especially dairy industry in terms of frequency and multiplicity about domestic and international markets [2]. Competitors, customers and manufactured products, senior managers and marketing for make a ever faster and more principled decisions That is proportional to market conditions and environmental events, need to The update, comprehensive and accurate information. Since that the task of a marketing information system, is gathering such information, It is essential that these industries are equipped with such a comprehensive system too. In rural India, milk is home delivered, daily, by local milkmen carrying bulk quantities in a metal container, usually on a bicycle. In other parts of metropolitan India, milk is usually bought or delivered in plastic bags or cartons via shops or supermarkets. The current chain flow chain in India of milk is from Milk producer to Milk collection agent (Figure 1). Then it is transported to milk chilling centre. Then it is Bulk transported to Processing plant Then to sales agent and finally to consumer [3-5].


Figure 1: Shows the relationship of marketing information system of Milk Industries.

Research Method

Library and field methods will be used for this study. Thus for the first preliminary study and Preparation of the research literature done from available resources in scientific databases, libraries, global network Internet, publications and previous research ,The desired materials will be collected and developed. In order to test hypotheses, in the field methods, a question paper and with distribution among consumers of milk in Mysore, is collected, classified and analyzed.

Statistical and Data Method

In the present study, Statistical community is the total of consumers of milk in Mysore city. Also to determine the volume of the sample study for the present study, the sample size formulas will be used. First Statistical community divided into five class of centre, North, South, East and West and from any group or class as a random sample, The desired number will be selected. Descriptive statistics are used in the analysis of public questions [6,7]. Frequency, percentage, cumulative frequency and the mean tables are descriptive factors that will actually use. In order to hypothesis test, Pearson correlation test, Friedman test, two tests, and Cochrane test will be used. That all the above will be used Spss software. In the field of Marketing about the accuracy of selected variables for the questionnaire are received and their confirmation has been taken. Reliability also means having the characteristics of repeatability in the measurement tool. In this study, for the questionnaire reliability measuring was used Cronbach’s alpha method. Which is calculated through the following?


Which is equal to the number of questionnaire questions is Si2 is equal to Q variance St2, is equal the total variance of questionnaire. The coefficient for the present questionnaire has been calculated about 0.7722 that is appropriate [8].

Milk Production and Expenses in the World

Nowadays, everyone knows that milk and dairy products are one of the main elements of the diet in the world. Hence Extensive research necessary In order to check the effects of various factors on behavioural mechanisms of consumer dairy products is inevitable [9-11]. Statistics show per capita consumption of dairy products in India is less than half amount of international standards, A quarter of consumption in developed countries And one-sixth of consumption in a country like the Netherlands (Tables 1 and 2). Osteoporosis is now age 70 years in the world that this figure is less than 50 to 55 years in India. And all these factors indicate the need to increase milk consumption among all ages in the community that among them milk price and dairy products and dairy consumer behavioural mechanisms cannot be ignored [12].

Description Milk consumption (kg) Consumption of dairy products (kg) Total milk consumption (kg)
Developed countries 99/3 129/2 228/5
Developing countries 30-Jun 16-Feb 46/2
North America 130/2 127/5 257/7
South America 92/2 31 123/2
Africa 25-Apr 08-Jun 34
Asia 28-Jan 17-Feb 45/3
Europe 94/8 166/2 261

Table 1: Per capita milk consumption in different regions of the world in 2012.

country Per capita consumption of milk (Kg) Country per capita consumption of milk
Brazil 69.6 Romania 163
Argentina 65.9 Australia 98.2
Mexico 53.2 United States 89.1
Japan 40.1 Iran 88.6
India 37.8 Russia 87.5
South Korea 32.3 New Zealand 84.3
Egypt 20.8 Canada 87.3
China 7.7 Europe 85.6
Ukraine 72.2    

Table 2: Per capita milk consumption in different countries in 2010.

Research Method

The aim is analysis of the data collected via questionnaires. This section includes two parts:

• In the first part has been proceeding the demographic Status to get people accountable for age, sex, educational level, occupation, regional location [13].

• Residence, household income and the number.

• In the second part according to the Spearman correlation coefficient tests, binomial test, Friedman test to rank the importance.

• Indices have been discussed from the perspective of respondents.

Test hypothesis

The first hypothesis test: “consumers Income on milk consumption is effective” (Tables 3-5). In the table below consumption of each of dairy products set against the income test that results are summarized:

Spearman test results Income Milk consumption Yogurt consumption Butter consumption Cheese consumption Other
Correlation coefficients with income 1/00 0/537* 0/260* 0/471* 0/272* 0/079
number 250 250 250 250 250 250

Table 3: Consumers Income on milk consumption is effect.

Groups Answers Numbers - people Percent ρ‾ Significant level
The first group Trivial+ less important 15 0/06 0/50 0
The second group High+ too much 235 0/94    
Total   250 1/00    

Table 4: Near to the place milk supply (easy access) in the consumption of this product is effective.

Groups Answers Numbers - people Percent ρ‾ Significant level
The first group Trivial+ less important 36 0/16 0/50 0
The second group High+ too much 214 0/84    
Total   250 1/00    

Table 5: Awareness of the benefits of milk consumption in this preparation is effective.

We calculated the test statistics:


The second hypothesis test: “Near to the place milk supply (easy access) in the consumption of this product is effective”.

Here, the respondents have divided into two groups. The first groups are those who responded the importance of access “Trivial” and “less important”. The second groups are those that “high” and “too much” has responded [14,15].

The statistics are computed as follows:


Third hypothesis test: “Awareness of the benefits of milk consumption in this preparation is effective”

The statistics are computed as follows:


Fourth hypothesis test: “ milk packaged Feature is effective in the process of consumption (Tables 6 and 7).


Groups Answers Numbers - people Percent ρ‾ Significant level
The first group Trivial+ less important 37 0/17 0/50 0
The second group High+ too much 213 0/83    
total   250 1/00    

Table 6: Milk packaged Feature is effective in the process of consumption.

Variables Average Rating
Price impact Apr-97
Price impact Apr-69
Impact of packaging Mar-90
Ads impact of radio, television 03-Aug
Environmental impact of Ads Mar-24
Effect of awareness of benefits Apr-40

Table 7: Test procedures using the software SPSS.


Today, Milks Company provided best quality for hearth customers, the Consumer market is consists of individuals and households that purchase goods and services for individual uses. Consumers differ in terms of age, gender, education and income levels. These consumers are buyers of diverse goods and services. Therefore how they choose between various goods and services, are under the influence of factors such as cultural factors, social, personality and psychological characteristics.

The psychological character: In daily life, consumers are being affected by many issues that are unique to their thought process. Psychological factors can include perception of a need or situation, the person’s ability to learn or understand information, and an individual’s attitude. Each person will respond to a marketing message based on their perceptions and attitudes. Therefore, marketers should consider psychological factors when they to attract customers.

The personality character: Personal factors are characteristics that are specific to a person and may not relate to other people within the same group. These characteristics may include how a person makes decisions, their unique habits and interests, and opinions. When considering personal factors, decisions are also influenced by age, gender, background, culture, and other personal issues. The social character: The social factor that has a significant impact on consumer behaviour is social characteristics. Social influencers are quite diverse and can include a person’s family, social interaction, work or school communities, or any group of people a person affiliates with. It can also include a person’s social class, which involves income, living conditions, and education level. The social factors are very diverse and can be difficult to analyse when developing marketing plans. However, it is critical to consider the social factors in consumer behaviour, as they greatly influence how people respond to marketing messages and make purchasing decisions. The consumer behaviour has many activities contain: All consumers have differences with together in terms of thoughts, feelings, and decisions, Marketers should be figure on to Activity of the consumer, Some consumer activities include: buying decision, make decisions about how to pay the costs (cash or card).


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