Market Study on Consumer Perception Towards Packaged Milk

Abstract

Dairy Industry is one of the most promising businesses in India. India has become one of the largest producers of milk and value-added milk products in the world. In the world around 2,500 million people are involved in agriculture related works, out of which probably two-thirds or even more three-fourths of them are wholly or partly dependent on livestock fanning. Indian dairy system segregates rural and urban India. Most of the milk consumed directly is in rural India by the milk producers but in urban India milk is consumed largely as packaged milk. Both Government and Private agencies are involved in selling packaged milk. This empirical research focuses on the consumers' preference of packaged milk and identify the influencing factors for preferring a particular brand among the consumers of City area. A questionnaire was used to collect primary data from one hundred consumers. Finally, this study reported that 44 percent of the consumers preferred branded milk. Fresh milk and timely supply are the most important factors of preferred brand of milk among the consumers.