Consumer behaviour towards milk and milk products: Case of diary cooperative of Uttarkhand

The study was conducted in Dehradun city for analyzing customer perception and satisfaction towards milk and milk products through random sampling. The information was collected from 100 respondents with the help of structured questionnaire and the data was analyzed by using percentage analysis. The study showed that majority of the customers prefer standard milk over full cream, double toned and toned milk and among the various factors, quality mainly influence the consumer buying decision. Having an effective marketing mix is very important for every company to ensure survival in the market and the results also revealed that changes or modification are needed in promotion mix of the company.