• Dr. Sweta Rani
• Dr. Purnima Kumari
• Ravi Kumar

Milk industry is an important part of life. The expansion of milk industry is bringing out daily life. It is so closely linked with essential goods that it is responsible for about 95% of population of India. The milk industry in India is a fully developed industry marked by extreme competition, where in increase of market share is typically comes at an intervention of local government and market players also. In every state there is Milk Producers Co-operative Union at the district level and Milk Federation as an apex body at the State level. The study aims to evaluate and examine the various attributes and parameters which affect buying decisions. The federation works on the intention of procuring and marketing milk and milk product especially from weaker section of society. The research study is focusing upon Haryana as a research area. Haryana milk federation also aim to establish the promotion of economic growth in terms of dairy Industry, mainly focusing upon rural areas. The data is being analyzed by MCDM technique using TOPSIS to find out the best alternatives out of various attributes.

Essential goods, Federation, MCDM, TOPSIS, Customer Buying Decision

"Reinforcing the Customer Outlook : A Case Study of Dairy Industry", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 1, page no.512-516, January-2019, Available :http://www.jetir.org/papers/JETIR1901269.pdf

"Reinforcing the Customer Outlook : A Case Study of Dairy Industry", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 1, page no. pp512-516, January-2019, Available at : http://www.jetir.org/papers/JETIR1901269.pdf