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Consumer preference towards aavin milk and milk product

Ramesh L and Poornima S

India is the world’s largest dairy producer. Dairy products demand in India has increased dramatically in both rural and urban sectors. Tamil Nadu state is the one of the ten largest milk producing states in India. Milk is whitish liquid containing proteins, fats, lactose and various vitamins and minerals that is produced by mammary glands of all mature female mammals after they have giving birth and serves as nourishment for their young . The milk of cows, goats or other animals used as food by humans. The state, major milk contributor is Aavin, a Tamil Nadu-based milk producer's union, procures milk, processes it and sells milk and milk products to consumers. This paper analyses Consumer Preference over the Aavin special reference to the Gudalur the Nilgiris Tamil Nadu State. The aim of the study is reveal consumer preference over Aavin milk products based on their age, educational qualification and monthly income of the consumers’ family. It also depicts level of satisfaction about the product using chi-square test.

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