Consumers Preference Towards Aavin Milk Products in Gudalur

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.