Consumers’ response to Aavin milk price rise in Coimbatore city

Abstract

India is the largest producer of milk at the global level. In India, development in dairying would have direct impact on the lives of 8.475 million people working in Indian dairy sector. The Dairy Industry as an important allied sector continues to provide additional income to lakhs of people who depend on dairy related activities. Milk is nutritionally rich food to meet the daily needs of people. In Tamil Nadu, AAVIN is the successful cooperative society which deals with milk procurement, processing and marketing the milk and its value added products. The main objective of the study focused on consumer response towards rise of Aavin milk price. This study was limited to Coimbatore city comprising of 100 sample respondents. The results of the study indicated that, majority of the sample respondents were affected by the rise in price, even though there was comparatively low shift to other brands. The sample respondents also reduced their purchase quantity of milk. Freshness, better quality and quantity were the major factors influenced them to purchase and consume the Aavin milk in a constant manner.