Consumer Buying Behavior Towards Aavin Milk and Dairy Products : A Study of Aavin

Ms. R. Sankareswari 1 | Dr. A.Jayanthi  2

Student 1 | Associate Professor 2

Dept. of Management Science (MBA)1 | Dept. of Management Science (MBA)2

Hindusthan College of Engineering and Technology, Coimbatore

ABSTRACT:The dairy sector in India constitutes a vital component of the national food economy, with cooperative dairy brands such as Aavin—the flagship brand of the Tamil Nadu Co-operative Milk Producers' Federation (TCMPF)—serving millions of households across the state. In the rapidly urbanizing and economically dynamic Coimbatore district, Aavin operates in an increasingly competitive environment characterized by the growing market presence of private dairy brands offering differentiated products, innovative packaging, and aggressive promotional strategies. Despite Aavin's established cooperative legacy, limited empirical research examines consumer perception, buying behaviour, and brand preference specifically for Aavin in urban markets such as Coimbatore. This study addresses this gap by adopting a descriptive research design and collecting primary data from 150–200 urban consumers through structured questionnaires. The marketing mix framework (4Ps—Product, Price, Place, and Promotion) serves as the theoretical foundation for examining how Aavin's marketing strategies influence consumer awareness, purchase decisions, satisfaction, and brand loyalty. Six hypotheses are proposed to test the relationships between marketing mix elements, demographic moderators, and consumer behaviour outcomes. Planned statistical tools include descriptive statistics, correlation analysis, regression analysis, Chi-square tests, and graphical representations. The findings are expected to yield actionable insights for Aavin's strategic marketing planning, product positioning, and customer engagement initiatives in Coimbatore. The study further contributes to the empirical literature on cooperative dairy brand marketing in urban Indian markets.Keywords: Consumer Perception, Brand Preference, Aavin, Dairy Industry, Marketing Mix, Brand Loyalty, Consumer Behaviour.