A Detailed Study on Impact of Milk Marketing: Modern Constrictions and Prospects of Milk Productions Status in India

Abstract

India is the second highest milk producer in the world. Generally, milk is sold loose or in bottles or in polythene sachets. The present study was aimed to understand the relationship between consequences of milk packaging and consumer predilections. In brief, the present study deals with the recent trends in sale of milk, satisfaction of respondents toward quality, price, after-sales service and study about the customer satisfaction with regard to price fixing factor of local vendor. To achieve the above goal, different types of surveys were undertaken from different kinds of people. These surveys were compiled from random samples of 150 consumers in the summer 2015. A total of 100 questionnaires were analyzed from 50 household sectors. Fluid milk consumption is also related to consumer attitudes. They were very much cognizant about price and health effects of different kinds of milk and its products. In order to achieve the goal of this present study, the data were collected and further analyzed using different types of statistical tools like chi-square test, f-test, t-test, etc. The present study revealed the preference and esteem of consumer physiognomies toward the approaches of consumption of milk.

Keywords: Milk, consumer predilection, marketing function, trends in sale of milk, future aspects

Cite this Article

Vinola R, Swaminathan R, Jeevithan E. A detailed study on impact of milk marketing: Modern constrictions and prospects of milk productions status in India. Research & Reviews: Journal of Dairy Science and Technology. 2015; 4(3): 1–5p.