A Study on Consumer Behaviour Towards Amul Milk Products in Namakkal District

  • U. Kiruthiga, M. Santhi

Abstract

Milk and milk products are essential part of human being, as it gives nutrition to all walks of life. It is a source of income for all the marginal dairy farmers. Consumer behaviour can be defined as the behaviour that consumer display in searching for, purchasing, using, evaluating and disposing of products and services that they expect will satisfy consumer needs and wants. However, as a larger population is migrating from rural areas to cities. Thus, creates greater demand for dairy products. Tamil Nadu state is the one of the ten largest milk producing states in India. Consumers lifestyles square measure influenced by range of things. Like culture, subculture, values, demographic factors, status, reference teams, manage and additionally the interior makeup of the patron, which are emotions, temperament motives of shopping for, perception and learning In the state, major milk contributor is amul, a Tamil Nadu-based milk producer's union, procures milk, processes it and sells milk and milk products to consumers. This paper analyses consumer perception over the amul special reference to the Namakkal District of Tamil Nadu State. The aim of the study is reveal consumer perception over amul milk products based on their age, educational qualification and monthly income of the consumers family. It also depicts level of satisfaction about the product using chi-square test.

Published
2019-10-16
Section
Articles