CONSUMERS BUYING BEHAVIOUR TOWARDS MILMA PRODUCTS IN KERALA

Milk and Milk Product market of the state of Kerala is growing at fast and various national and global players are competing in the market to get the key share. From the inception itself the products of Milma are the most favoured products of the consumers in Kerala. However, the presence of Dairy Cooperatives from other state may affect the existing demand for their product. It aims to study the buying behaviour of the consumers of milk and milk products of Milma along with their awareness and attitude towards the product. This study is based on the descriptive study and statistical tools used are percentages, mean score and Mann Whitney U Test. Data is collected from 120 consumers of the product from Thrissur district, the centre of Kerala by convenience method. The variables taken for studying the buying behaviour are the reasons for buying, frequency of buying, source of buying, type of milk using, quantity of milk bought once etc. It suggests that consumers are more familiar with staple dairy products, while specialized items have lower awareness, potentially pointing to opportunities for targeted marketing. It finds the important attribute they feel favour the Mima products are quality, products of cooperatives, brand image, freshness and nearly available. The study is useful to the marketer while introducing marketing programs that they believe will influence the consumers.