A STUDY ON CONSUMER

SATISFACTION AND
MARKET SHARE
OF
HERITAGE FOODS (INDIA) LIMITED
TIRUPATI

Submitted in partial fulfillment of the requirement for the award of Degree of

Master of Business Administration

By
K. LAKSHMI NARAYANA

Regd. No:23049 8022

Department of Management Studies

KMM INSTITUTE OF POST GRADUATE STUDIES

(Affiliated to Sri Venkateswara University, Tirupati)
TIRUPATI-517 502
NOV, 2004

A STUDY ON CONSUMER
SATISFACTION AND
MARKET SHARE
OF
HERITAGE FOODS (INDIA) LIMITED
TIRUPATI

Submitted in partial fulfillment of the requirement for the award of Degree of

Master of Business Administration

By
K. LAKSHMI NARAYANA

Regd. No:23049 8022

Under the Guidance of : Sri I.R.V. KUMAR

Department of Management Studies

KMM INSTITUTE OF POST GRADUATE STUDIES

(Affiliated to Sri Venkateswara University, Tirupati)
TIRUPATI-517 502
NOV, 2004

CERTIFICATE
REGISTERED NO :- 23094 8022

This is to certify that the report entitled title of the project CONSUMER

SATISFACTION AND MARKET SHARE OF HERITAGE FOODS

(INDIA) LTD., submitted by K. LAKSHMI NARAYANA in partial fulfillment of
the requirements for the award of the degree of MASTER OF BUSINESS

ADMINISTRATION under our supervision and guidance in the III semester of

course, during the academic year 2003 - 2005.

Head

Internal Guide

Principal

CONTENTS
S.No.

Description

Page No.

Preface
Chapter 1

Introduction

01 04

Chapter 2

Profiles
2.1 Industry Profile
2.2 Heritage Profile
2.3 Product Profile

05 13
14 18
19 21

Chapter 3

Research Methodology
3.1 Objectives
3.2 Limitations
3.3 Statement of the Problem
3.4 Research Methodology
3.5 Sample Design

23
24 25
26
27

Chapter 4

Data Analysis and Interpretation

28 45

Chapter 5

Finding and Suggestions

46 48

Chapter 6

Annexure
6.1 Questionnaire
6.2 Bibliography

50 52
53

22

LIST OF TABLES
TABLE NO.

DESCRIPTION

PAGE NO.

4.1

The classification of different age group of respondents

28

4.2

Education level of respondents

29

4.3

Income level of respondents

30

4.4

Consumers of milk in Tirupati region

31

4.5

Consumption of milk

32

4.6

Demand for packed dairy milk

33

4.7

Awareness of various brands

34

4.8

Source of Awareness for Heritage Milk

35

4.9

Parameters For purchase of Dairy milk

36

4.10

Consumers of Heritage MilK

37

4.11

Influencing Factors For purchase of Heritage Milk

38

4.12

Reasons for not buying Heritage Milk

39

4.13

Satisfaction level of the consumer towards Heritage Milks

40

4.14

Reason for no satisfaction

41

4.15

Awareness of milk products produced by heritage

42

4.16

Demand for Heritage Milk products.

43

4.17

Analysis of Market Share of Heritage in A.P. & in India

44

LIST OF GRAPHS
GRAPH NO.

DESCRIPTION

PAGE NO.

4.1

The classification of different age group of respondents

28

4.2

Education level of respondents

29

4.3

Income level of respondents

30

4.4

Consumers of milk in Tirupati region

31

4.5

Consumption of milk

32

4.6

Demand for packed dairy milk

33

4.7

Awareness of various brands

34

4.8

Source of Awareness for Heritage Milk

35

4.9

Parameters For purchase of Dairy milk

36

4.10

Consumers of Heritage MilK

37

4.11

Influencing Factors For purchase of Heritage Milk

38

4.12

Reasons for not buying Heritage Milk

39

4.13

Satisfaction level of the consumer towards Heritage Milks

40

4.14

Reason for no satisfaction

41

4.15

Awareness of milk products produced by heritage

42

4.16

Demand for Heritage Milk products.

43

4.17

Analysis of Market Share of Heritage in A.P. & in India

45