A Study on Consumrer Perception Towards Marketing of Milk in Chittoor, Andhra Pradesh State

Marketing is an integral functional activity of all human beings in their day-to-day life. It is a body of knowledge capable of influencing the development of individuals and also organization. Presently, marketing has occupied a predominant role in the process of industrialization which in-turn emerged as a concept for the economic development of a country. Even in these days mostly unorganized private traders who turned milk trading into an exploration market are representing milk marketing. The economic importance of dairying has been felt only after the success of co-operative milk producers union, khaira. Dairy development has its profound impact on nutrition as well as income. Greater employment on income can be generated through dairy industry in the agricultural sector. This holds true, especially in the case of an agrarian country like India. An opinion survey has been conducted in Chittoor district, Andhra Pradesh for a period of Six months and the findings have been presented with suitable suggestions for the improvement. It has been felt that a well conceived and organized net work of dairy co-operatives right from the village level would be essential for the speedy growth of dairy production in the country.