A Study of Customer Preferences for Milk and Milk Products

Dairying has become an important secondary source of income for millions of rural families and for millions more, it has assumed the most important role in providing employment and income. The per-capita availability of milk has also increased to a level of about 245 gms per day. With the increasing purchasing power of the urban middle class, value-added products occupy a key position in dairy products range. Not only increasing urbanization means greater consumerism, but with the rapid spread of the modern communication systems like television in the rural areas and ever increasing emphasis on advertisements, the consumption pattern for dairy products is rapidly changing all over the country. The research paper highlights the study of changes in purchase decision of customers for milk and milk products from 1991 to 2006.