International Journal of Research ISSN NO:2236-6124

CONSUMER BEHAVIOR ON AAVIN MILK AND DAIRY

PRODUCTS IN THIRUTHURAIPOONDI TOWN OF TAMILNADU

K.Parameswari, II M.Com., Ms. B. Poovazhahi, M.Com., M.Phil.,

S.T.E.T. Women’s College, Assistant Professor in Commerce,

Sundarakkottai, S.T.E.T. Women’s College,
Mannargudi., Sundarakkottai,
E-Mail: kparamu3125@gmail.com Mannargudi.,
E-Mail: poovazhahisengamalathayar@gmail.com

ABSTRACT:
The project entitled "An overview of consumer behavior of AAVIN MILK and DAIRY
products with reference to Thiruthuraipoondi" is carried out an objective to determine the
customer behavior towards Aavin milk and find out the customer mentality towards using the
service. India is the world largest dairy producer. Indian dairy sector has grown substantively
over the year. Dairy products demand in India has increased dramatically in both rural and
urban sector. The milk of cows, goats or other animals used as food by humans. The aim of the
study is reveal consumer behavior over Aavin milk and dairy products based on their age,
educational qualifications and monthly income of the consumer's family.

KEYWORDS: Dairy products, consumer behavior, Aavin milk, education qualifications.

INTRODUCTION:
Milk is a vital for human growth and development, body maintenance and
production from diseases. Cow milk generally contains between 3 and 4g of fat/100g, although
values as high as 5.5g/100g have been reported in raw milk. They supply the quality of milk and
milk products to people of both urban and rural areas. Dairying has become an essential
secondary source of income for millions of rural families. It enhanced socio–economic
development during the 21st century is throwing up their linkages with the national and
international markets as the demand for food is increasing. marketing is "the activity, set of
institution, and processes for creating, communicating, delivering, and exchanging offering that
have value for customers, clients, partners, and society at large". Milk is whitish liquid

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International Journal of Research ISSN NO:2236-6124

containing proteins, facts, lactose and various vitamins and minerals that is produced by
mammary glands of all mature female mammary after they have giving birth and serves as
nourishment for their young. Milk and dairy product contains many nutrient and provide a
quick and easy way of supplying these nutrients to the diet within relatively few calories.

 Calcium– for healthy bones and teeth

 Vitamin C– for formation of healthy connective tissues
 Vitamin B 12– for production of healthy cells
 Protein – for growth and repair

OBJECTIVE OF STUDY:
 To Know the satisfaction level of the customer about aavi.milk.
 To find the factors that influence sales in market.
 To know the average expenditure on milk and dairy product of the consumer.
 To know the dealer–customer relationship.
 To assess the level of consumer preference of aavin milk and dairy products.

REVIEW OF LITERATURE:
Jothi marry.C (2013) conducted a study on consumer behavior of Aavin. The study
focused on consumer behavior is a subset of consumer behaviors, which is concerned with
decisions that lead up to the act of purchase. It could be the influence of the variable price
brand image, quality of the product, regularity of service. The study attempts bring out the
factor leading to the purchase behavior and perception of consumers in buying Aavin milk. The
consumers are satisfied with quality of Aavin brand compared to other brands.

Rubaina (2010) conducted a research on the customer preference towards dairy

products. The study made an attempt to identify the customer's preference towards dairy
products and to know about the factors which influence the selection of different brand of
dairy products. The study revealed that the company should make survey to know the
expectations of the consumers and produce the products in the manner so as to attract more
customers towards their brand and advertisement can be done through mass media increase
sales and to educate customers about the product.

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International Journal of Research ISSN NO:2236-6124

Rangasami and Dhaka (2003) undertook a comparative on marketing efficiency of

Dairy products for Co-operative and private Dairy plants in Tamil Nadu. Their study aimed at
comparing the marketing of milk and milk products by dairy plants of co-operative and private
sectors in Tamilnadu. It was found that the marketing cost for toned milk was same in both the
dairy plants, whereas it was higher for other milk in the co-operative dairy plant. All the dairy
products earn more marketing margins in the private than co-operative dairy plant, except for
toned milk. Hence, the marketing efficiency of co-operative dairy plant for all dairy plant,
except toned milk.

SCOPE OF THE STUDY

The study mainly has elicited views from consumers about price, quality, package,
availability, sales, promotion and encourage of Aavin milk and enable to ascertain the
respondents level regarding the product, the study has been conducted among consumers at
different place of Thiruthuraipoondi Town where Aavin milk is marketed.

STATEMENT OF THE PROBLEM

Milk is an essential commodity in life of indian consumer. They prefer healthy and
energy drinks for consumption. Milk and dairy products are easily available, eat offered by
number of milk brands. The main quality, freshness, order and taste. The success of the milk
and milk product depends not only, the marketing but also the consumer preference pattern
towards their product. To have better marketing the union needs a maximum inspiration from
the consumer side. If marketing is done without the execution of consumer.

RESEARCH METHODOLOGY

A research design is the arrangement of conditions for collection and analysis of

data in a manner that aims to combine relevance to the research purpose with economy in
procedure. In fact, the research design is the conceptual structure with in which research is
conducted; it constitutes the blueprint for the collection, measurement and analysis of data.

SUGGESTIONS

All the consumers have wanted more awareness about aavin products, they are
educated or uneducated. The company may improve promotional activities, it establishes their
brand among consumers, it induces sale and build image of Aavin. The aavin make to satisfy an
their consumers. It may provide with less cost, extra taste, easy availability and perish ability of
the products, festival offers and free gift coupons while the consumers purchase the Aavin and
Dairy products.

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CONCULATION

Aavin milk and Dairy products has a good regulation among the customers so it
can be extended supplying product toward the customers demand for and availability in
markets must maintained for the consumer are not satisfied they shift to other brands.
However the data shows the consumer buy the Aavin milk for its quality7 and taste.

REFERENCE

1. C.R. Kothari (1990) Research methodology.

2. C.P. Gupta (1995) Marketing management.

3. Rubaina (2010) “A study on customers preference towards dairy products”, April.

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