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Consumer Behaviour towards Women’s Cooperative Dairy (Swakrushi Milk): A Field Based Study in Karimnagar District, India


  • Ravinder Rena

    () (Harold Pupkewitz Graduate School of Business, Polytechnic of Namibia, 13 Storch Street, Private Bag 13388, Windhoek, NAMIBIA,)

  • Suresh Vadde


The main aim of this study is to examine the consumers’ behaviour towards milk consumption. The specific objectives are to know the regular source of milk, satisfaction to quality of milk products and their price; payment system, per capita consumption of milk and to provide implications for Swakrushi and explores the preferable promotional channel of consumer in the milk industry. All the marketing processes starts with the consumer and hence the consumer is a very important person to a market. In order to become a successful marketer, one must know the liking or disliking of the customers. Literature review shows that the manufacturers produce and the sellers sell whatever the consumer likes. In this sense, “consumer is the supreme in the market”. As consumers, we play a very vital role in the health of the local, national or international economy. For this study, structured questionnaire was administered on likert scale and numbers of respondents were 100 consumers from Swakrushi dairy of Mulkanoor town, Karimnagar district, India. Answers of questionnaires were tabulated and percentages of these were taken for analysis. It is concluded that majority of the consumers are purchasing milk from shops, commission agencies, consumers are satisfied with price, quality, and 74 percent consumers pay by card. Electronic media is playing significant role to adverting dairy products. It is suggested that for more business quality, prices and services be improved to compete with other manufacturers .

Suggested Citation

  • Ravinder Rena & Suresh Vadde, 2010. "Consumer Behaviour towards Women’s Cooperative Dairy (Swakrushi Milk): A Field Based Study in Karimnagar District, India," KASBIT Business Journals, Khadim Ali Shah Bukhari Institute of Technology (KASBIT), vol. 3, pages 25-44, December.
  • Handle: RePEc:ksb:journl:v:3:y:2010:p:25-44

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    More about this item


    Milk Industry; International Economy; Consumers; Women Empowerment; Swakrushi Milk; Customer Satisfaction;

    JEL classification:

    • D11 - Microeconomics - - Household Behavior - - - Consumer Economics: Theory
    • D31 - Microeconomics - - Distribution - - - Personal Income and Wealth Distribution
    • E26 - Macroeconomics and Monetary Economics - - Consumption, Saving, Production, Employment, and Investment - - - Informal Economy; Underground Economy
    • E51 - Macroeconomics and Monetary Economics - - Monetary Policy, Central Banking, and the Supply of Money and Credit - - - Money Supply; Credit; Money Multipliers


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