A Research on Commercial Customers Preferences and Behavior of Milk (Brands) in Coimbatore

This research was focused to study on the Commercial Customers Preferences Behavior of milk brand purchase in Coimbatore. The major objectives of the study were to find out the Commercial customer preference while choosing branded milks and the factors that influence the customers’ milk brand selection. The research was conducted in Coimbatore region and the respondents were retailers, hotels and department stores in Coimbatore region. A descriptive study was conducted using convenient sampling method and the sample size was 80 respondents in a mixed group of retailers, hotels and departmental stores in Coimbatore.

Based on the objectives the data collection instrument questionnaire was developed to collect data from the respondents. Collected data was analyzed using SPSS software package and the tools applied were Descriptive statistics method, Kruskal Wallis Test and ANOVA method to present and interpret data. Commercial customers are sensitive about price and their incentives; there is a need for proper strategy to get milk promoted through retailers and departmental stores. It is also found that the marketing strategies and specially the pricing strategies by the competitors are attractive for the commercial customers; it could look at the competitor strategies and strategize to promote its Milk brand among the commercial customers around Coimbatore region.