Consumer Behavior towards Women’s Cooperative Dairy (Swakrushi
Milk): A Field Based Study in Karimnagar District, India
Ravinder Rena
Suresh Vadde
Abstract
The main aim of this study is to examine the consumers’
behavior towards milk consumption. The specific
objectives are to know the regular source of milk,
satisfaction to quality of milk products and their
price; payment system, per capita consumption of milk
and to provide implications for Swakrushi and explores
the preferable promotional channel of consumer in the
milk industry. All the marketing processes starts with
the consumer and hence the consumer is a very important
person to a market. In order to become a successful
marketer, one must know the liking or disliking of the
customers. Literature review shows that the
manufacturers produce and the sellers sell whatever the
consumer likes. In this sense, “consumer is the supreme
in the market”. As consumers, we play a very vital role
in the health of the local, national or international
economy. For this study, structured questionnaire was
administered on likert scale and numbers of respondents
were 100 consumers from Swakrushi dairy of Mulkanoor
town, Karimnagar district, India. Answers of
questionnaires were tabulated and percentages of these
were taken for analysis. It is concluded that majority
of the consumers are purchasing milk from shops,
commission agencies, consumers are satisfied with price,
quality, and 74 percent consumers pay by card.
Electronic media is playing significant role to
adverting dairy products. It is
suggested that for more business quality, prices and
services be improved to compete with other manufacturers
JEL Classification: D11, D31, E26. E51
Keywords: Milk Industry, International Economy, Consumers, Women Empowerment, Swakrushi Milk, Customer Satisfaction.
