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    A Project on

    Submitted by

    Nishesh Mathur(45) Sakshi Goel(56) Shikha Hota(58)

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    ACKNOWLEDGMENT

    One of the pleasant aspects of preparing a project report is the

    opportunity to thank to those who have contributed to make the

    project completion possible.

    I am extremely thankful to Mr. M.R. Jain whose active interest in

    the project and insights helped us formulate, redefine andimplement our approach towards the project.

    I am also thankful to all those seen and unseen hands & heads,

    which have been of direct or indirect, help in the completion of

    this project.

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    CERTIFICATE

    This is to certify that the project titled Comparative study Mother

    Diary and Amul products (milk and butter) is an academic work

    done by Nishesh Mathur(55), sakshi Goel(56) and Shikha Hota(58)

    submitted in the partial fulfillment of the requirement for the award

    of the Programme from Jagannath International Management

    School, Kalkaji, New Delhi, under my guidance & direction. To the

    best of my knowledge and belief the data & information presented

    by them in the project has not been submitted earlier.

    Mr. M.R. Jain

    (Associate Professor)

    JIMS, New Delhi

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    INTRODUCTION

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    AMUL

    Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF),

    is India's largest food product marketing organisation with

    annual turnover (2010-11) US$ 2.2 billion. Its daily milk

    procurement is approx 12 million lit (peak period) per day from

    15,712 village milk cooperative societies, 17 member unions

    covering 24 districts, and 3 million milk producer members.

    It is the Apex organisation of the Dairy Cooperatives of Gujarat,

    popularly known as 'AMUL', which aims to provideremunerative returns to the farmers and also serve the interest of

    consumers by providing quality products which are good value

    for money. Its success has not only been emulated in India but

    serves as a model for rest of the World. It is exclusive marketing

    organisation of 'Amul' and 'Sagar' branded products. It operates

    through 47 Sales Offices and has a dealer network of 5000 dealers

    and 10 lakh retailers, one of the largest such networks in India. Itsproduct range comprises milk, milk powder, health beverages,

    ghee, butter, cheese, Pizza cheese, Ice-cream, Paneer, chocolates,

    and traditional Indian sweets, etc

    GCMMF is India's largest exporter of Dairy Products. It has been

    accorded a "Trading House" status.

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    MOTHER DAIRY

    Mother Dairy was set up in 1974 under the Operation Flood

    Programme. A wholly owned company of the National Dairy

    Development Board (NDDB). Mother Dairy manufactures,

    markets & sells milk and milk products under the Mother Dairy

    brand (Milk, Cultured Products, Ice Creams, Paneer and Ghee),

    Dhara range of edible oils, Safal range of fresh Fruit & vegetables,

    Frozen Vegetables, Processed Fruit & Vegetable Products, Fruit

    Pulps & Concentrates in bulk aseptic packaging and fruit juices at

    a national level through its sales and distribution networks formarketing food items.

    Mother Dairy sources significant part of its requirement of liquid

    milk from dairy cooperatives. Similarly, Mother Dairy sources

    fruits and vegetables from farmers / growers associations.

    Mother Dairy also contributes to the cause of oilseeds growercooperatives that manufacture/ pack the Dhara range of edible

    oils by undertaking to nationally market all Dhara products. It is

    Mother Dairys constant endeavor to ensure that milk producers

    and farmers regularly and continually receive market prices by

    offering quality milk, milk products and other food products to

    consumers at competitive prices and uphold institutional

    structures that empower milk producers and farmers through

    processes that are equitable.

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    LITERATURE REVIEW

    CURRENT SCENARIO

    Mother dairy has a market share of around 33 % in the branded

    sector in Delhi where it sells 3.4 lakh litres of milk daily on an

    average and undertakes its marketing operations through around

    51 distributors and around 600 retailers in Delhi itself. It has a

    huge advantage over its competitors as it is the only player when

    it comes to sale of loose milk through token. Before the entranceof competitors like Amul ,sale of loose milk through Mother

    Dairy booths was around 35 % of the entire sale in branded

    segment , when Mother dairy was the only player in the market.

    However since last five years the sale is continuously declining

    and presently it is just 8-9 %.

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    OBJECTIVES AND SCOPE

    The objectives of the study are the following :-

    1. The main objective of this project is to determine the market

    share of Amul and Mother Dairy & to find out the measures that

    can be adopted to increase the sales

    2. To study the main factor responsible for the sale of Amul and

    Mother Dairy

    3. To identify the issues related to Mother Dairy and Amul

    distribution.

    4. To get the consumer feedback from specific regions.

    5. To add up new customer in the area.

    6. To study Amul and Mother Dairy positioning in the mind ofthe consumers.

    7. To find out the factors that affect consumers decision to

    purchase milk.

    8. To find out short term problem in every sub-region that can be

    sorted out

    9. Suggesting viable recommendations to be implemented in the

    area.

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    SCOPE OF THE STUDY

    A big boom has been witnessed in Food Industry in recent times.

    A large number of new players have entered the market.

    The research was carried on in Delhi. We surveyed on our Project

    Topic Comparative study Mother Diary and Amul products(milk and butter).

    The study will help to know the preferences of the customers

    while buying milk and its products.

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    RESEARCH METHODOLOGY

    This report is based on primary as well secondary data, however

    primary data collection was given more importance since it is

    overhearing factor in attitude studies. One of the most important

    users of research methodology is that it helps in identifying the

    problem, collecting, analyzing the required information data.

    Data Sources:-

    Research is totally based on primary data. Secondary data can be

    used only for the reference. Research has done by primary data

    collection, and primary data has been collected by interacting

    with various people. The secondary data has been collected

    through various journals and websites.

    Sampling:-

    Sampling Procedures:-

    The sample was selected of them who are housewives in

    Delhi. It was collected through personal visits to persons,

    by formal and informal talks and through filling up of thequestionnaire prepared. The data has been analyzed by

    using mathematical/statistical tools.

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    Sample Size:-

    The sample size of my project is limited to 70 people only.

    Sample Design:-

    Data has been presented with the help of bar graph, pie

    charts, line graphs, etc.

    LIMITATIONS

    Some of the people were not so responsive. Possibility of error in data collection because many

    customer fluctuates their preferences.

    Sample size is limited to 70 people only. The size may

    not adequately represent the whole market.

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    DATA ANALYSIS AND

    INTERPRETATION

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    Age of Respondent

    Frequency Percent Valid Percent

    Cumulative

    Percent

    Valid LESS THAN 20 3 4.3 4.3 4.3

    20-30 61 87.1 87.1 91.4

    30-40 5 7.1 7.1 98.6

    ABOVE 40 1 1.4 1.4 100.0

    Total 70 100.0 100.0

    INFERENCE:- It is clear from the table and the pie chart maximum number of

    respondents are from the age group 20-30 i.e 87.1%, 7.1 % from 30-40 age group,

    4.3% from less than 20 age group and 1.4% from the age group above 40

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    Gender of Respondent

    Frequency Percent Valid Percent

    Cumulative

    Percent

    Valid MALE 32 45.7 45.7 45.7

    FEMALE 38 54.3 54.3 100.0

    Total 70 100.0 100.0

    INFERENCE:- It is clear from the above table and the pie chart maximum number of therespondents are female i.e 38 respondents which are 54.3% of the total respondents, and rest are

    males i.e 32.

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    MILK

    Q1. Which brand of milk you are using?

    Frequency Percent Valid Percent

    Cumulative

    Percent

    Valid Mother Dairy 41 58.6 58.6 58.6

    Amul 29 41.4 41.4 100.0

    Total 70 100.0 100.0

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    Inference:- It is clear from the above table and bar diagram that most of the

    respondents are using Mother Dairy milk i.e 41 respondents out of total 70

    respondents which are around 58.6% of total rspondents, and the rest are using

    Amul milk i.e 29 respondents.

    Q2. How would you rate your Milk brand?

    Frequency Percent Valid Percent

    Cumulative

    Percent

    Valid GOOD 4 5.7 5.7 5.7

    VERY GOOD 39 55.7 55.7 61.4

    EXCELLENT 27 38.6 38.6 100.0

    Total 70 100.0 100.0

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    INFERENCE:- It is clesr from the table and the bar diagram that 4 respondents think that their

    brand is GOOD, 39 respondents think their brand is VERY GOOD and rest 27 think that their

    milk brand is EXCELLENT.

    Q3. Since how long you are using this milk brand?

    Frequency Percent Valid Percent

    Cumulative

    Percent

    Valid LESS THAN 3 YEARS 29 41.4 41.4 41.4

    3-5 YEARS 14 20.0 20.0 61.4

    MORE THAN 5 YEARS 27 38.6 38.6 100.0

    Total 70 100.0 100.0

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    INFERENCE:- It is clear from the above table and bar diagram that 29 people are using their

    milk brand from LESS THAN 3 YEARS, 14 respondents are using their Milk brand from 3-5

    YEARS, and rest are using their milk brand for MORE THAN 5 YEARS.

    Q4. Which variety of milk do you prefer?

    Frequency Percent Valid Percent

    Cumulative

    Percent

    Valid TONNED 17 24.3 24.3 24.3

    DOUBLE TONNED 9 12.9 12.9 37.1

    FULL CREAM 36 51.4 51.4 88.6

    STANDARDISED 2 2.9 2.9 91.4

    SKIMMED 3 4.3 4.3 95.7

    COW MILK 3 4.3 4.3 100.0

    Total 70 100.0 100.0

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    INFERENCE:- It is clear from the above table and the pie diagram that 17 respondents are using

    TONNED Milk, 9 Respondents are Using DOUBLE TONNED Milk, 36 Respondents are using

    FULL CREAM Milk, 2 respondents are using STANDARDISED Milk, 3 respondents are using

    SKIMMED Milk, and rest 3 respondents are using COW MILK.

    Q5. How much quantity of milk you consume in a day?

    Frequency Percent Valid Percent

    Cumulative

    Percent

    Valid LESS THAN 1 LTR 32 45.7 45.7 45.7

    1-2 LTR 31 44.3 44.3 90.0

    MORE THAN 2 LTRS 7 10.0 10.0 100.0

    Total 70 100.0 100.0

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    INFERENCE:- it is clear from the above table and diagram that 32 respondents are

    consuming LESS THAN 1LTR of milk daily, 31 respondents are consuming 1-2

    LTR of Milk daily, and rest 7 respondents are consuming MORE THAN 2 LTR of

    Milk daily.

    Q6. How would you rate the factors behind your preference of

    milk? (1 being least important and 5 being most important)

    INFRENCE:- It is clear from the above bar diagram that 8 respondents think that BRAND is

    NOT at all IMPORTANT factor behind their preference of milk brand., 4 respondents think that

    BRAND is the LEAST IMPORTANT factor behind their preference, 5 respondents are

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    NEUTRAL, 24 respondents think that BRAND is an IMPORTANT factor behind their Prefernce

    of Milk Brand, and the rest 29 respondents think that BRAND is the MOST IMPORTANT factor

    behind their milk Preference.

    INFERENCE:- It is clear from the above Bar diagram that 10 respondents think that

    PACKAGING is the LEAST IMPORTANT factor behind their preference of milk brand., 15

    respondents are NEUTRAL, 23 respondents think that PACKAGING is an IMPORTANT factor

    behind their Preference of Milk Brand, and the rest 22 respondents think that PACKAGING is

    the MOST IMPORTANT factor behind their milk Preference.

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    INFERENCE:- It is clear from the above bar diagram that 5 respondents think that PRICE is

    NOT at all IMPORTANT factor behind their preference of milk brand., 13 respondents think that

    PRICE is the LEAST IMPORTANT factor behind their preference, 14 respondents are

    NEUTRAL, 23 respondents think that PRICE is an IMPORTANT factor behind their Preference

    of Milk Brand, and the rest 15 respondents think that PRICE is the MOST IMPORTANT factor

    behind their milk Preference.

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    INFERENCE:- It is clear from the above bar diagram that 8 respondents think that TASTE is

    NOT at all IMPORTANT factor behind their preference of milk brand., 3 respondents think that

    TASTE is the LEAST IMPORTANT factor behind their preference, 3 respondents are

    NEUTRAL, 17 respondents think that TASTE is an IMPORTANT factor behind their Preference

    of Milk Brand, and the rest 39 respondents think that tASTE is the MOST IMPORTANT factor

    behind their milk Preference.

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    INFERENCE:- It is clear from the above bar diagram that 10 respondents think that QUALITY

    is NOT at all IMPORTANT factor behind their preference of milk brand., 1 respondents think

    that QUALITY is the LEAST IMPORTANT factor behind their preference, 5 respondents are

    NEUTRAL, 13 respondents think that QUALITY is an IMPORTANT factor behind their

    Preference of Milk Brand, and the rest 41 respondents think that QUALITY is the MOST

    IMPORTANT factor behind their milk Preference.

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    BUTTER

    Q7. Which brand of Butter you are using?

    Frequency Percent Valid Percent

    Cumulative

    Percent

    Valid Mother Dairy 15 21.4 21.4 21.4

    Amul 55 78.6 78.6 100.0

    Total 70 100.0 100.0

    INFERENCE:-It is clear from the above table and pie chart that 15 respondents which constitute

    only 21.4% of the total respondents are using Mother dairy brand Butter and rest of the 55respondents which constitute around 78.6% of the total respondents are using Amul butter

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    Q8. How would you rate your butter brand?

    Frequency Percent Valid Percent

    Cumulative

    Percent

    Valid FAIR 1 1.4 1.4 1.4

    GOOD 5 7.1 7.1 8.6

    VERY GOOD 20 28.6 28.6 37.1

    EXCELLENT 44 62.9 62.9 100.0

    Total 70 100.0 100.0

    INFERENCE:- It is clear from the table and the bar diagram that 1 respondents think that his

    butter brand is FAIR, 5 respondents think their butter brand is GOOD ,20 respondents think that

    their butter brand is VERY GOOD, and the rest 44 respondents think that their butter brand is

    EXCELLENT.

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    Q9. What Quantity of Butter you usually buy?

    Frequency Percent Valid Percent

    Cumulative

    Percent

    Valid 100GMS 46 65.7 65.7 65.7

    500GMS 24 34.3 34.3 100.0

    Total 70 100.0 100.0

    INFERENCE:- It is clear from the table and the pie chart that 46 respondents out of 70

    which constitute 65.7% of total usually buy 100 GMS of butter, and the rest 24respondents usually buy 500 GMS of butter

    .

    Q10. Since how long you are using this butter brand?

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    Frequency Percent Valid Percent

    Cumulative

    Percent

    Valid LESS THAN 3 YEARS 14 20.0 20.0 20.0

    3-5 YEARS 17 24.3 24.3 44.3

    MORE THAN 5 YEARS 39 55.7 55.7 100.0

    Total 70 100.0 100.0

    INFERENCE:- it is clear from the above table and pie chart 14 respondents are using their butter

    brand from LESS THAN 3 YEARS, 17 respondents are using their butter brand from 3-5 YEARS,

    and rest 39 respondents using their butter brand from MORE THAN 5 YEARS.

    Q11. How would you rate the factors behind your preference of butter

    ?(1 being least important and 5 being most important)

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    INFERENCE:- it is clear from the above bar diagram that 7 respondents feel that BRAND is

    NOT at all IMPORTANT behind the preference of their Butter Brand, 5 respondents think that

    BRAND is LEAST IMPORTANT factor behind the preference for their butter brand, 11

    respondents are NEUTRAL, 13 respondents feels it to be IMPORATANT factor , 34

    respondents THINKS it to be MOST IMPORTANT factor..

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    INFERENCE:- it is clear from the above bar diagram that 6 respondents feel that PRICE is NOT

    at all IMPORTANT behind the preference of their Butter Brand, 5 respondents think that PRICE

    is LEAST IMPORTANT factor behind the preference for their butter brand, 12 respondents are

    NEUTRAL, 22 respondents feels it to be IMPORATANT factor , 25 respondents think it to be

    MOST IMPORTANT factor..

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    INFERENCE:- it is clear from the above bar diagram that 6 respondents feel that TASTE is

    NOT at all IMPORTANT behind the preference of their Butter Brand, 6 respondents think that

    TASTE is LEAST IMPORTANT factor behind the preference for their butter brand, 8

    respondents are NEUTRAL, 14 respondents feels it to be IMPORATANT factor , 36

    respondents THINKS it to be MOST IMPORTANT factor..

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    INFERENCE:- it is clear from the above bar diagram that 13 respondents feel that QUALITY is

    NOT at all IMPORTANT behind the preference of their Butter Brand, 1 respondents thinks that

    QUALITY is LEAST IMPORTANT factor behind the preference for their butter brand, 4

    respondents are NEUTRAL, 13 respondents feels it to be IMPORATANT factor , 39

    respondents THINKS it to be MOST IMPORTANT factor..

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    CROSSTABULATIOINS

    Which brand of milk you are using?

    Mother Dairy Amul

    Gender of Respondent Gender of Respondent

    MALE FEMALE MALE FEMALE

    Count Count Count Count

    Age of Respondent LESS THAN 20 1 2 0 0

    20-30 15 18 10 18

    30-40 4 0 1 0

    ABOVE 40 1 0 0 0

    INFERENCE:- The above table shows that 1 MALE and 2 FEMALE respondents who are of the

    age group LESS THAN 20 are using the MOTHER DAIRY brand of Milk, no respondent of the

    age group LESS THAN 20 is using the Brand AMUL for milk, and so on..

    Which Brand of Butter you are using?Mother Dairy Amul

    Gender of Respondent Gender of Respondent

    MALE FEMALE MALE FEMALE

    Count Count Count Count

    Age of Respondent LESS THAN 20 1 0 0 2

    20-30 6 7 19 29

    30-40 1 0 4 0

    ABOVE 40 0 0 1 0

    INFERENCE:- The above table shows that 1 MALE and 0 FEMALE respondents who are of the

    age group LESS THAN 20 are using the MOTHER DAIRY brand of Butter , 0 MALE and 2

    FEMALE respondents of the age group LESS THAN 20 are using the Brand AMUL for Butter,

    and so on.

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    Which variety of milk do you prefer?

    TONNE

    D

    DOUBLE

    TONNED

    FULL

    CREAM

    STANDAR

    DISED

    SKIMM

    ED

    UHT

    TONNED

    COW

    MILK

    Count Count Count Count Count Count Count

    Age of

    Respondent

    LESS THAN

    20

    1 1 1 0 0 0 0

    20-30 15 8 31 2 2 0 3

    30-40 0 0 4 0 1 0 0

    ABOVE 40 1 0 0 0 0 0 0

    INFERENCE:- The above cross tabulation shows that 1 respondent of the age group LESS

    THAN 20 for each variety of milk i.e TONNED, DOUBLE TONNED and FULL CREAM

    prefer these variety and so on..

    What Quantity of Butter you usually

    Buy?

    100GMS 500GMS

    Count Count

    Age of Respondent LESS THAN 20 1 2

    20-30 41 20

    30-40 3 2

    ABOVE 40 1 0

    INFERENCE:- Thae above cross tabulation shows that 1 respondent of age group LESS THAN

    20 usually buy 100 GMS of butter and 2 respondents of the same age group prefer 500 GMS of

    butter, 41 RESpondents of the age group of 20 -30 prefer 100GMS of butterand 20 respondents

    prefer 500 GMS of butter, 3 respondents of the age group 30-40 prefer 100 GMS of butter and 2

    respondents prefer 500 GMS and so on

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    How much quantity of milk you consume in a day?

    LESS THAN 1

    LTR 1-2 LTR

    MORE THAN 2

    LTRS

    Count Count Count

    Age of Respondent LESS THAN 20 0 2 1

    20-30 31 26 4

    30-40 1 2 2

    ABOVE 40 0 1 0

    INFERENCE:- The above cross tabulation shows that 0 respondent of age group LESS THAN

    20 consumes LESS THAN 1 LTR of milk 2 respondents consumes 1-2 LTR of milk in a day

    and 1 respondent of the same age group consumes MORE THAN 2 LTR of milk in a day and so

    on..

    FACTOR ANALYSIS

    Descriptive Statistics

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    Mean Std. Deviation Analysis N

    Which brand of milk you are

    using?

    1.41 .496 70

    BRAND 3.89 1.325 70

    PACKAGING 3.8143 1.03969 70PRICE 3.4286 1.22263 70

    TASTE 4.0857 1.34857 70

    QUALITY 4.0571 1.42326 70

    How would you rate your

    Milk Brand?

    4.3286 .58288 70

    Since how long you are

    using this milk brand?

    1.9714 .90043 70

    Which variety of milk do you

    prefer?

    2.6714 1.38021 70

    How much quantity of milk

    you consume in a day?

    1.6429 .66016 70

    Which Brand of Butter you

    are using?

    1.7857 .41329 70

    How would you rate your

    Butter Brand?

    4.5286 .69619 70

    How would you rate the

    factors behind your

    preference for Your butter

    Brand?( 1 being leastimportant and 5 being most

    important)

    3.1857 1.21932 70

    BRAND_BUTTER 3.8857 1.35714 70

    PRICE_BUTTER 3.7857 1.24984 70

    PACKAGING_BUTTER 3.3286 1.22441 70

    TASTE_BUTTER 3.9714 1.32939 70

    QUALITY_BUTTER 3.9143 1.53927 70

    What Quantity of Butter you

    usually Buy?

    1.3429 .47809 70

    Since how long you are

    using this Butter Brand?

    2.3571 .79920 70

    Age of Respondent 2.0571 .41304 70

    Gender of Respondent 1.5429 .50176 70

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    KMO and Bartlett's Testa

    Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .530Bartlett's Test of Sphericity Approx. Chi-Square 534.807

    df 231

    Sig. .000

    a. Based on correlations

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    Communalities

    Raw Rescaled

    Initial Extraction Initial Extraction

    Which brand of milk you are

    using?

    .246 .038 1.000 .154

    BRAND 1.755 1.547 1.000 .882

    PACKAGING 1.081 .547 1.000 .506

    PRICE 1.495 1.144 1.000 .765

    TASTE 1.819 1.716 1.000 .943

    QUALITY 2.026 1.923 1.000 .949

    How would you rate your

    Milk Brand?

    .340 .020 1.000 .060

    Since how long you are

    using this milk brand?

    .811 .284 1.000 .351

    Which variety of milk do you

    prefer?

    1.905 1.877 1.000 .985

    How much quantity of milk

    you consume in a day?

    .436 .059 1.000 .136

    Which Brand of Butter you

    are using?

    .171 .011 1.000 .066

    How would you rate your

    Butter Brand?

    .485 .093 1.000 .192

    How would you rate the

    factors behind your

    preference for Your butter

    Brand?( 1 being least

    important and 5 being most

    important)

    1.487 1.446 1.000 .973

    BRAND_BUTTER 1.842 1.610 1.000 .874

    PRICE_BUTTER 1.562 1.492 1.000 .955

    PACKAGING_BUTTER 1.499 1.059 1.000 .707

    TASTE_BUTTER 1.767 1.493 1.000 .845

    QUALITY_BUTTER 2.369 2.155 1.000 .910

    What Quantity of Butter you

    usually Buy?

    .229 .054 1.000 .234

    Since how long you are

    using this Butter Brand?

    .639 .161 1.000 .252

    Age of Respondent .171 .010 1.000 .057

    Gender of Respondent .252 .026 1.000 .103

    Extraction Method: Principal Component Analysis.

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