Consumer Behaviour Towards Dairy Products

In India, Milk is produced by masses and therefore development in dairying would have direct impact on the lives of millions of the rural masses engaged in rearing milch animals. It is expected that dairying can bring about socio-economic changes to 8.475 million people working in Indian dairy sector. The success of any marketing strategy lies in the post -purchase experience associated with the products/ services. In today's competitive milk marketing environment where customers have many alternatives to choose and satisfy themselves. A study on consumer behavior plays crucial role for all competing firms. This book output could provide some important information to the producers, retailers and marketers of dairy products, and this information could be used to develop the deterministic marketing tactics and strategies, suggestions based on the analysis made and these can be considered while crafting marketing strategies in the dairy market and to design new dairy products that suits to the requirements and expectations of the target consumer segments.

Autorentext

Il dottor M. Soma Sekhara è assistente universitario presso il Fergusson Centre for Higher Learning di Tirupati. Ha conseguito il dottorato di ricerca presso l'Università Sri Venkateswara di Tirupati. Ha pubblicato 23 articoli su riviste e conferenze nazionali e internazionali. Ha 3 anni di esperienza nel settore e 5 anni di esperienza nell'insegnamento. Le sue aree di interesse includono il marketing e la gestione delle risorse umane.