Comparative study on consumers expectation towards aavin milk and private milk

Milks were sold by milk vendors and cooperative dairies earlier. After the New Economic Policy and Milk and Milk Products Order, private dairy emerged and started procuring the milk from the cooperative milk shed areas. In marketing of the milk, consumers of cooperative dairy were encroached by the private dairies over a period of time. As the private vendors started to pay more for the milk and immediately, the milk producers were enticed and moved to private dairies. Further, the private dairies established more out lets and appointed number of distributors and covered even small villages by paying more commission. Moreover, the private dairies product promotion was aggressive. Whereas the cooperatives too had problems, as the rate for procurement and sale price was fixed by the government, the number of dairies incurred loss. There were no promotional activities for the cooperative dairies. The expenses of the cooperative dairies were more compared private and also the technology adapted to process was also an issue for cooperative dairies. The private dairies refuse to procure milk during flush season, whereas cooperative dairies can't do that, as it is committed to serve the members. Hence, it was proposed to study the marketing strategies followed by the cooperative and private dairy and the consumer's expectation towards these dairies were taken.