Consumer Perception towards Aavin Milk and Milk Products in Villupuram District

Abstract

Among the world countries India ranks first in milk production, and it stands as a largest producer of milk. Yet India per captia milk consumption is around 250gram per day. Diverse food habits, culture, tradition and religions persist between more than a billion populations of India. Along with horticulture, fisheries, poultry and forestry, dairying is considered as an important sub sector of agriculture. Among the rural households in India particularly the landless and poverty stricken farmers dairying plays an important role in supplementing their income. India occupies first place with 28.17 crores of the cattle among the world cattle population of 99.58 crores. The place of consumption of milk was near the place of production of milk prior to 1850 s. newlineMajor objectives : newline1) To assess the level of awareness about Aavin milk and milk product in the study area. newline2) To analyses the consumption pattern of Aavin milk and milk products in Villupuram District newline3) To identify the factors influencing the brand preference of Aavin milk and milk products among consumers in Villupuram District. newline4) To determine consumers brand loyalty towards Aavin milk and milk products. newline5) To analyzes the satisfaction level of consumers on Aavin milk and milk products newlineHypothesis: newline1. There is no significant relationship between socio-economic profile of the respondents and level of awareness of the respondents about Aavin milk and milk products. newline2. There is no significant relationship between socio-economic profile of the respondents and factors influencing the brand preference of respondents. newline3. There is no significant relationship between socio-economic profile of the respondents and consumption pattern of Aavin milk and milk products of the respondents. newline4. There is no significant relationship between socio-economic profile of the respondents and level of satisfaction of Respondents. newline5. There is no significant relationship between Brand loyalty and the various Aavin milk and Milk products of the respondents. newline