A STUDY ON CONSUMER BEHAVIOUR TOWARDS THE BRANDED MILK AND MILK PRODUCTS IN TIRUPATI CITY OF ANDHRA PRADESH

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dc.contributor.advisorN. SUNANDA
dc.contributor.authorCHINTADA RAMA DEVI
dc.date.accessioned2024-02-07T16:41:19Z
dc.date.available2024-02-07T16:41:19Z
dc.date.issued2024-02-07
dc.description.abstractThe present study entitled “A study on consumer behaviour towards the branded milk and milk products in Tirupati city of Andhra Pradesh” was undertaken mainly to analyse about the consumer preference and buying behaviour with the reference to branded milk and milk products, factors influencing consumer behaviour of branded milk products and Constraints faced by the consumers while purchasing branded milk and milk products. Tirupati city was purposively selected for the study being an important Tier-II city in Rayalaseema region of Andhra Pradesh with growing population. Twelve wards were selected at random from each ward constituted the sample size of 120.The information related to the present study was collected using a well-defined schedule through personal interview method during the agricultural year 2020-21. The statistical tools employed were percentage analysis, Garrett ranking technique, Factor analysis (Data Analysis using SPSS software). Socio-economic characteristics played a significant role in purchasing behaviour of branded milk and milk products. Age group particulars revealed that major role in buying behavior of branded milk and milk products was attributed to consumers aged between 36-55 years. Gender particulars revealed that majority (54%) of the respondents were males. Men over-weighted women in decision making process in purchase of milk. 96 per cent of the married had a dominant role to play in decision making process The empirical findings of the study revealed that Heritage is most preferred brand both in milk and milk products among the consumers. Majority of the consumers purchased branded milk in quantities of half litres packets and above while branded curd 450 gms. Source of purchase of branded products was retail stores for milk and curd while it was super markets in respect of branded butter (200 ml), butter ghee (500 ml ) and branded paneer (200gms)The results of factor analysis inferred that the consumer behaviour of branded milk and milk products were influenced by five factors namely consumer preference factor ( Family, advertisement, quality, offers, package design, hygienically produced and fat content), Product attributes factor (Price, Flavor, brand xi Image) Perishable factor(Freshness, appearance), Referral factor(Friends and relatives , wide products and availability) and Convenience factor(Required quantities, Texture). Constraints identified through Garrett’s ranking based on mean score were in order of Lower shelf life occupied the first rank(I); High price adjusted second rank(II) Unsuitable quantities occupied the third rank (III), Need to travel long distance was positioned at fourth rank (IV), followed by Poor Packaging was ranked fifth (V), Lack of information was ranked sixth (VI), Non-availability of products was ranked seventh(VII)
dc.identifier.otherD6485
dc.identifier.urihttps://krishikosh.egranth.ac.in/handle/1/5810206763
dc.keywordsCONSUMER BEHAVIOUR
dc.keywordsTHE BRANDED MILK
dc.keywordsMILK PRODUCTS
dc.keywordsTIRUPATI CITY
dc.language.isoEnglish
dc.pages91
dc.publisherAcharya N G Ranga Agricultural University
dc.relation.ispartofseriesD6485; D6485
dc.subAgricultural Business Management
dc.themeA STUDY ON CONSUMER BEHAVIOUR TOWARDS THE BRANDED MILK AND MILK PRODUCTS IN TIRUPATI CITY OF ANDHRA PRADESH
dc.these.typeM.Sc
dc.titleA STUDY ON CONSUMER BEHAVIOUR TOWARDS THE BRANDED MILK AND MILK PRODUCTS IN TIRUPATI CITY OF ANDHRA PRADESH
dc.typeThesis
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