Consumer activism on Aavin dairy products in Erode city of Tamil Nadu

Abstract

India is the largest producer of milk. The cooperatives contribution is high to the total production. In Tamil Nadu, Aavin is the first cooperative milk society dealing with milk and value-added products of milk. Since Aavin plays a main role in the procurement of milk from the farmers, consumer behaviour towards Aavin products is very important to study in the present condition. The main aim of the present study was to find out the consumers activism on Aavin dairy. Purposive sampling method was used to collect the information from the sample respondents of Erode district of Tamil Nadu. Totally five regions were selected; each region consisted of 20 samples making a total sample size of 100. Primary data were collected through the face to face interview with the help of structured-questionnaire. It was found that majority of the sample respondents were aware of the Aavin products and were also satisfied with the products offered by Aavin. Quality and price were found to be the main factors that influenced the purchase of Aavin products.