Anuradha, G and Natarajan, S (2023) Consumers Preference Towards Aavin Milk Products in Gudalur. Consumers Preference Towards Aavin Milk Products in Gudalur, 44 (3). pp. 1215-1222. ISSN 1001-4055

[thumbnail of Dr. G. Anuradha_Consumers Preference Towards Aavin Milk.pdf] Text
Dr. G. Anuradha_Consumers Preference Towards Aavin Milk.pdf - Published Version
Download (290kB)

Abstract

Milk has been used by humans since the beginning of recorded time to provide both fresh and storable
nutritious foods. India is the world’s largest dairy producer Indian dairy sector has grown substantively over the
years. Dairy products demand in India has increased dramatically in both consumer of rural and urban sectors. Milk
composition has a dynamic nature, and the composition varies with stage of lactation, age, breed, nutrition, and
energy balance and health status. Aavin is a State Government Cooperative under the ownership of Tamil Nadu
Cooperative Milk Producers Federation Limited (TNCMPFL), Ministry of Cooperation, Government of Tamil
Nadu and the trademark of TNCMPFL. Aavin is one of the popular brands which have reliably been the
establishment of the Indian financial system through the methods for giving the milk products to the whole society.
Hence, this study aimed to analyse the consumers preference towards Aavin milk products in Gudalur. This study
adopted research design is descriptive method. This study utilized both primary and secondary sources. A structured
questionnaire has been developed by the researchers and distributed among target population to collect socio�economic profile and consumer preference towards Aavin milk products with the help of 5 points Likert’s scaling
technique. The primary data through study questionnaire and secondary data from published article, books, journals,
internet sources, etc. are collected. This study has applied random sampling technique to choose the sample size of
155 consumers of Aavin milk products. The collected data are entered and tabulated into MS-Excel software and
analyzed by using the statistical techniques such as percentage analysis, mean score, standard deviation and ANOVA
through SPSS 22.0 software. This study pointed out that maximum level of preference towards Aavin milk products
is perceived by the consumers belong to male, 35-45 years of age category, government employees, buy Aavin
products in supermarket and utilizing for above 3 years.

Item Type: Article
Uncontrolled Keywords: Aavin Milk Products, Consumer Preference, Buying Behaviour, Satisfaction, Promotional Activities, Quality and Taste.
Divisions: PSG College of Arts and Science > Department of Commerce
Depositing User: Mr Team Mosys
Date Deposited: 08 Oct 2024 10:06
Last Modified: 08 Oct 2024 10:06
URI: https://ir.psgcas.ac.in/id/eprint/2321

Actions (login required)

View Item
View Item