• Dr. C. ARUNACHALAM

In this study we present the evolution of brand preference of milk among customers in Sathuvachari Vellore town. Though the price of all branded milks are at par, the customers prefer a particular brand due to some reason. It may be because of the price, quality, service or advertisement provided by branded milks. The Essence of being in business by any business outfits is to produce for sales and profits. In order to remain in business an organization must generate enough sales from its products to cover operating costs and post reasonable profits. Considering, therefore, the importance of sales on business survival and the connection between customers and sales, it is expedient for organizations to engage in programs that can influence consumer decision to purchase its products. This is where the brand management is relevant.

Business Strategy, Brand management.

"A STUDY ON CONSUMER BEHAVIOUR AAVIN MILK AND MILK PRODUCTS WITH SPECIAL REFERENCE TO SATHUVACHARI AAVIN MILK DIARY,VELLORE, VELLORE DISTRICT, TAMIL NADU, INDIA.", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.8, Issue 8, page no.c521-c527, August-2021, Available :http://www.jetir.org/papers/JETIR2108316.pdf

"A STUDY ON CONSUMER BEHAVIOUR AAVIN MILK AND MILK PRODUCTS WITH SPECIAL REFERENCE TO SATHUVACHARI AAVIN MILK DIARY,VELLORE, VELLORE DISTRICT, TAMIL NADU, INDIA.", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.8, Issue 8, page no. ppc521-c527, August-2021, Available at : http://www.jetir.org/papers/JETIR2108316.pdf