• Dr. L. Ramesh
• Mrs. S. Poornima

Milk is common food form in India. It is basically a liquid which is produced in mammary glands. Milk has a rich content of protein and is also the best source of calcium. Milk is a good source of proteins too. It has been found that on an average consumption of 2 cups of milk gives 27 per cent of the RDA for protein. Customer is the central point and all the marketing activities revolve around him. Manufacturer produces what the customer wants. As the customers’ behavior differs from person to person the producer must understand it. Though milk sector is growing at a faster pace the potential threats posed by them force people all around the world to look for better alternative. It is necessary to understand the problems faced by the consumers with reference to their 1) Perspective and Involvement 2) Visual Attraction 3) Infrastructure 4) Customer Feedback (Expectations) served by the milk industry to support the consumers. Therefore to understand the buying behavior of the satisfied consumers is the task to find out the fact using the questionnaire and the same is distributed among them to understand the actual situation existing in the market. The objectives are to study the consumer buying behavior of Packed Milk in The Nilgiris District and to suggest measures for further improvement. To accomplish the objective of the study, the researcher has to depend on both primary and secondary data. Questionnaire is the instrument used for collecting the primary data. The researcher has interviewed 150 respondents during data collection. The selection of respondents is by way of convenient sampling method. The collected data have been analyzed with the help of tools like Simple Percentage Method and Chi-Square Test. Based on the results of the findings with regard to brand wise buying indicated the consumers are more focused towards Packed Milk for its quality and hygiene. This may be due to the reason that it is reliable as it has been supplied by cattle breaders to the private players in the market due to the reasons that it may satisfy the consumer and elevate their buying behaviour. It is concluded that though there are only few private players competing with AAVIN which is the cooperative government giant, the companies are fulfilling almost a large population of the Nilgiris District by serving the mass with quality and timely delivery with perfection which is not only a noble cause for the community but also profitable business for the companies.

Customer, The Nilgiris District, Packed Milk, Buying Behaviour, etc

"CUSTOMERS BUYING BEHAVIOUR OF DIFFERENT BRANDS OF PACKED MILK WITH REFERENCE TO THE NILGIRIS DISTRICT", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.5, Issue 7, page no.1-8, July-2018, Available :http://www.jetir.org/papers/JETIR1807721.pdf

"CUSTOMERS BUYING BEHAVIOUR OF DIFFERENT BRANDS OF PACKED MILK WITH REFERENCE TO THE NILGIRIS DISTRICT", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.5, Issue 7, page no. pp1-8, July-2018, Available at : http://www.jetir.org/papers/JETIR1807721.pdf