Assessment of Awareness, Knowledge, and Perception on the Purchase Intention towards Packaged Milk

Abstract

India has the highest livestock population in the world with 50 percent of the buffaloes and 20 percent of the world’s cattle population, most of which are milk cows and milk buffaloes. The research was focused on the packaged milk purchasing behaviour of consumer. The study area is confined to Erode district because of its high population and narrowed down to Erode town since the packaged milk purchasing is higher in town area. From each selected wards, 20 sample respondents are randomly selected. A pre-tested questionnaire will be used to collect data for the study. The general characteristics of the sample respondents would help in understanding the nature and behavior of the sample respondents. The general characteristics of sample respondents such as, education, purchase decision of sample respondents etc have a significant bearing on the study. Percentage analysis was used to study the general characteristics of the consumers which included age, education, gender, income, occupation, awareness, preference, knowledge of the respondents, frequency of purchase, type of decision makers, quantity of purchase, place of purchase. Majority of the respondents were aware of branded and non-branded milk. Only few respondents were not aware so suitable step should take to create awareness, so that more customers will get motivated to buy branded and non-branded milk. Knowledge of the respondents on branded milk was depends on consumer interest and also education one of the reason to gain knowledge. Most of the respondents were preferred Aavin because booth there and availability of the Aavin milk is high compared to other brand. So expect Aavin other firms have to follow suitable marketing strategies to increase preference among the consumers. Knowledge of the respondents on branded milk was depends on consumer interest and also education is one of the reason to gain knowledge. About 33 per cent were had energy level knowledge on branded milk. Whereas 67 per cent of the respondents were had energy level knowledge on branded milk. About 11 per cent were had energy level knowledge on non-branded milk. And majority of the respondents 89 per cent were had energy level knowledge on non-branded milk.