1Research Scholar, Department of Commerce, S.I.V.E.T College, Gowrivakkam, Chennai-73
2Research Supervisor, Asst prof, Commerce, S.I.V.E.T College, Gowrivakkam, Chennai-73
Online published on 12 September, 2017.
Consumer behavior is the behavior that consumers display in searching for, purchasing, using, evaluating and disposing of products and services that they expect will satisfy their needs and wants (Schiffman, G and Kanuk, 2008). In India, packet milk is preferred for its hygiene, quality, readily availabile and so on. It is available in reasonable quantity for the consumers at any time wherever it is needed. Moreover, it is sterilized at a required temperature so that the quality is assured to the potential consumer for ensuring customer satisfaction in the market. In this research study the researcher focuses on a sample of hundred consumers is taken and customer satisfaction towards packaged milk is analyzed through primary data. Various analyses are studied on Descriptive Analysis, and measure of dispersion like mean and standard deviation, and also finding out mean rank of different brands of milk by the consumers are also computed.
Customer satisfaction, Packaged milk, Brand preference, consumers
