Consumer Perception Towards Aavin Products: A Study at Vellore District Co- operative Milk Producers Union Limited
Consumer Perception Towards Aavin Products: A Study at Vellore District Co-Operative Milk Producers Union Limited
Authors:
Dr. K.SURESH KUMAR MBA., PGDPM&IR., Ph.D.1, SANJAY K2
Department of Management Studies, Panimalar Engineering College, Chennai, Tamil Nadu, India Affiliated to Anna University, Chennai
Abstract:
Consumer perception plays a decisive role in shaping purchasing behavior in competitive markets, particularly in the dairy sector where product differentiation is often marginal. This study investigates consumer perception towards Aavin — the flagship dairy brand of the Tamil Nadu Co-operative Milk Producers' Federation Limited — with specific reference to the Vellore District Co-operative Milk Producers Union Limited. Employing a descriptive research design, primary data were collected from 275 respondents using a structured questionnaire through non- probability sampling. The data were analyzed using percentage analysis, Mann-Whitney U test, Kruskal-Wallis H test, Chi-square test, and Spearman rank correlation. The findings reveal that brand reputation (30%) is the most influential purchase factor, and purity (34%) is the most valued quality attribute. While 60% of respondents prefer purchasing from Aavin parlours and 52% acknowledge consistent quality standards, challenges persist in pricing perception, limited distribution reach, and moderate brand loyalty. The study concludes that targeted improvements in pricing transparency, expanded distribution, and customer-centric loyalty initiatives can significantly enhance Aavin's competitive positioning in the dairy market.
Keywords: Consumer Perception, Aavin, Dairy Products, Brand Loyalty, Tamil Nadu Co-operative Milk Producers' Federation, Purchase Behavior, Customer Satisfaction