• P.Manju
• Mrs. Vadivukarasi

Milk is an important food component in Western countries. Consumption of milk contribute to increase the nutritional point of view, milk is an important source of protein, vitamins minerals and calcium, etc., Research has shown that the general public is usually aware of the importance of milk and milk products, particularly that milk is a good source of calcium. The consumers play a vital role in the marketing of dairy milk. Several factors influence the consumers in buying the milk and milk products. Based on the experience, it was realized that there was need for an organized dairy. Marketing concept starts with the consumer needs and in behaviour in meeting these needs. Every action of a person is based on the needs. The real problem is to learn what a customer takes into consideration when he chooses a particular brand. Such a study is concerned with consumer behaviour. Consumers vary tremendously in age, income, educational level, tastes. Consumers prefer packed milk because of its guarantee of quality, long shelf life, and packaging to carry and store. Consumers’ lifestyles are influenced by number of factors. Like culture, subculture, values, demographic factors, social status, reference groups, household and also the internal makeup of the consumer, which are emotions, personality motives of buying, perception and learning. Consumers are also influenced by the marketing activities. Hence the study focuses on consumer behavior towards various brands of milk and milk products with special reference in Chennai District.

Consumer Behavior, Brand, Milk and Milk Products.

"A study on consumer buying behavior with special reference to branded milk and milk products in Chennai", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.5, Issue 8, page no.151-158, August-2018, Available :http://www.jetir.org/papers/JETIR1808317.pdf

"A study on consumer buying behavior with special reference to branded milk and milk products in Chennai", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.5, Issue 8, page no. pp151-158, August-2018, Available at : http://www.jetir.org/papers/JETIR1808317.pdf