A Study on Brand Awareness and Consumer Preference at Milky Mist Dairy Foods Limited

1.   Ms. R. JAVI PRABHA

MBA, NET Asst professor , School of Management, Dhanalakshmi Srinivasan University, Tiruchirappalli , Tamil Nadu - 621112

Email:javiprabha.som@dsuiversity.ac.in

2.   V.SRIKESH – 11724500101

II – MBA, Dhanalakshmi Srinivasan University, Tiruchurappalli, Tamil Nadu - 621112

ABSTRACT:Brand awareness and consumer preference are crucial for the success of any brand, especially in the dairy industry, where trust and quality are central to consumer choices. This study investigates brand awareness levels and the factors influencing consumer preferences for Milky Mist Dairy Foods Limited. The research explores consumer perceptions regarding product quality, taste, packaging, pricing, and promotional activities.

Primary data were collected from 150 consumers through structured questionnaires and interviews, and secondary data were obtained from journals, market reports, and company publications. Statistical methods such as percentage analysis, weighted averages, and correlation analysis were used to evaluate the findings.

Results indicate that Milky Mist has a high level of brand recognition, largely due to its consistent product quality, innovative packaging, and effective marketing. Consumer preferences are heavily influenced by freshness, taste, and trust in the brand, while promotional campaigns enhance brand recall. The study concludes that maintaining high brand awareness, consistent quality, and consumer-centric marketing strategies are vital for strengthening brand loyalty and sustaining market growth.