A Study on Consumer Preference towards Brande...

A Study on Consumer Preference towards Branded and Non-Branded Milk

Author Name : Dr. W Saranya, Subaharini S

ABSTRACT

Milk is one of the nature’s perfect foods. The dairy industry provides regular employment and income to the people.The consumption and production of milk is increased in India. The packed milk and fresh non-branded milk are both available to the consumers in the market. Even in Urban Cities most prefers fresh non-branded milk over packed milk from famous brands. Understanding the consumer preference is important to know their purchasing behaviour. This study shows the position of packed milk and non-packed milk position in the mind of consumers.

Keywords: Milk, consumption, consumer preference.