Article PDF :

Veiw Full Text PDF

Article type :

Original Article

Author :

Dr. J. EZHILARASI Principal, Indo-American College, Cheyyar. S.VIJAYAN Head & Assistant Professor in Commerce, Indo-Amercian College, Cheyyar. G.KAVITHA Assistant Professor in Commerce, Indo-American College, Cheyyar.

Abstract :

A study was conducted to assess the Consumer Preference towards Milk and Milk Products with Special reference to Cheyyar Town. The prime reason for consumer preference of Milk and Milk Products is “Good quality” followed by “Correct quantity and Maintenance of quality.” “Dependable Advertisement” fetches the least Rank. The relationship between the consumer preference and monthly expenses on milk indicated a significant response on the variables viz., Reasonable price, Correct weight, Convenient sales point, Good quality, Convenient packing, Adequate quality, Maintenance of quality, Purchase policy, Dependable advertisement and Product information did not influence and showed non- significant. It can be concluded from the study that the consumers change their attitude frequently by new trend and fashion And the availability of the Good quality product. Milk producers must meet consumers' demand for milk from Maintenance of good quality, purchase return policy, and creation of awareness of Milk and Milk Products should be concentrated more to meet out the global competitive market.