International Journal of Commerce and Management Research

Authors
Hanishkanthraja G, Subburaj B

Abstract
A study was conducted to assess the Consumer Preference towards Aavin Brand with Special reference to Madurai District Cooperative milk Union. The prime reason for consumer preference of Aavin brand is “Good quality” followed by “Correct quantity and Maintenance of quality”. “Dependable Advertisement” fetch the least rank.The relationship between the consumer preference and monthly expenses on milk indicated a significant response on the variables viz., reasonable price (x1) correct weight (x2) convenient sales point (x3) good quality (x5) convenient packing (x6). The variables viz., Adequate quality (x4) maintenance of quality (x7) purchase policy (x8) dependable advertisement (x9) and product information (x10) did not influence and showed non- significant. It can be concluded from the study, that the consumers change their attitude frequently on the basis of new trend and fashion and availability of Good quality product. Milk producers must meet consumers' demand for milk on the basis of Maintenance of good quality, purchase return policy, and creation of awareness of Aavin’s product should be concentrated more in order to meet out the global competitive market.