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.
Keyword :
Milk producers, Good quality