Analysis of retailers’ perception in the marketing of milk and dairy products in South Odisha

The study was performed in the districts of south Odisha where retailers were the target of the study, the study aimed at analysing retailers’ role in the supply chain of fresh milk and other dairy products. The objectives of the study included: analysing the participation of retailers in the dairy product supply chain, reflecting the role of retailers’ efforts towards sustainable consumption and production, and classifying and describing manufacturers’ marketing efforts. The study came to several findings and was concluded with a number of recommendations some of which are: widening the spectrum of the retailer's role in marketing dairy products, adaptation of more empirical support for the synergy between manufacturers advertising and retail promotional activities, retailers and manufacturers need better models of relative allocation of marketing budget towards traditional and modern media.