Vol. 12, Issue 6 (2023)

Author(s):
Venkatesa Palanichamy N, Aruna Prabha S, Kalpana M and Raja K

Abstract:
India’s prepared dairy section is developing due to the expanded request for bundled liquid Milk and expanded dairy items. This study is mainly conducted to evaluate consumer’s perception, and various factors influencing brand loyalty of consumers towards branded packed milk. Coimbatore was one among the top district having high level of milk procurement and selling district in Tamil Nadu. The major factor influencing the brand loyalty of the packed milk was taste. Price of the branded packed milk is the most important expectation among the sample respondents towards branded packed milk. There is no significant difference between the consumer expectation and perception in the packed milk brands, it showed that the perception is more than expectation, consumers is satisfied on preferred packed milk brands and variables with P-value less than 0.05 were only two variables such as Price and Variety. There is no significant relationship between demographic variables (age, income, gender) and price. There is no significant relationship between demographic variables (age, income, gender) and preferred size. The packed milk brands should adopt new and effective measures in door delivery services to distribute their brands to every area of the city. Evolving quality standards and measures for the packed milk would help to go in a long way to promote and attract the customers. Such efforts will help for value creation in terms of branding, quality certification which will ultimately result in better competitiveness.