ABSTRACT

This project is about ―A STUDY ON CONSUMER BEHAVIOUR TOWARDS

PACKAGED MILK WITH SPECIAL REFERENCE TO AAVIN MILK”
”. The main objective of the study is to find out the Sales promotion & consumer
behaviour of Aavin milk and milk products. The research mainly focuses on the factors
like quality, consumer preference, price, service, attitudes and experience of consumers.

In this study, data are collected from the consumers through

questionnaire(interview schedule).,100 samples are selected using convenience sampling.
Using the interview schedule prepared, the 100 consumers are interviewed personally and
their opinion was collected.

Secondary data was collected from the management. The collected data is analyzed
using analytical tools like simple percentage and chi-square test. As per the findings,
suggestions are given to the company to take initiation to fulfill the consumer needs.
 Introduction about the study
Sales promotion is an important component of a small business's overall marketing
strategy, along with advertising, public relations, and personal selling. The American
Marketing Association (AMA) defines sales promotion as "media and nonmedia
marketing pressure applied for a predetermined, limited period of time in order to stimulate
trial, increase consumer demand, or improve product quality.

A direct inducement that offers extra value or incentive for the product to the Sales
force, distributors, or the ultimate consumer with the primary objective of creating
"immediate" sales .

Sales promotion is any initiative undertaken by an organisation to promote an

increase in sales, usage or trial of a product or service (i.e. initiatives that are not covered
by the other elements of the marketing communications or promotions mix). Sales
promotions are varied.

CONSUMER BEHAVIOUR:

Consumer behavior is "The study of individuals, groups, or organizations and

the processes they use to select, secure, use, and dispose of products, services, experiences,
or ideas to satisfy needs and the impacts that these processes have on the consumer and
society."

The study of consumers helps firms and organizations improve their marketing
strategies by understanding issues such as how

The psychology of how consumers think, feel, reason, and select between
different alternatives (e.g., brands, products);
The psychology of how the consumer is influenced by his or her environment
(e.g., culture, family, signs, media);
The behavior of consumers while shopping or making other marketing decisions;
Limitations in consumer knowledge or information processing abilities
influence decisions and marketing outcome;
How consumer motivation and decision strategies differ between products that
 differ in their level of importance or interest that they entail for the consumer; and

Industry Profile

 The Sivagangai District Co-op. Milk Producers’ Union Ltd.,

 karaikudi
 o siruvayal road, kazhanivasal
 karaikudi-630002.

If a company’s current assets do not exceed its current liabilities, then it may run into trouble
paying back creditors in the short term. The worst-case scenario is bankruptcy. A declining
working capital ratio over a longer time period could also be a red flag that warrants further
analysis. For example, it could be that the company’s sales volumes are decreasing and, as a
result, its accounts receivables number continues to get smaller and smaller.

Working capital also gives an idea of the company’s underlying operational efficiency. Money
that is tied up in inventory or money that customers still owe to the company cannot be used to
pay off any of the company’s obligations. So, if a company is not operating in the most efficient
manner (slow collection), it will show up as an increase in the working capital. This can be
seen by comparing the working capital from one period to another slow collection may signal
an underlying problem in the company’s operations.

Company Profile

VRD 793 SIVAGANGAI DISTRICT COOPEARTIVE

MILK PRODUCERS’ UNION LIMITED , KARAIKUDI.
 The Sivagangai District Co-Operative Milk Producers’ Union Ltd., Karaikudi is
registered and functioning with effect from 01.01.1983.
 Dairy with 0.5 Lakh litre capacity per day.
 Facility to pack 0.5 lakh litres of milk with cold storage facility for 0.25 LLPD.
 Has manufacturing facilities for Ghee ,Khoa, Curd,Butter milk.

MILK PROCUREMENT ACTIVITIES

 Sivagangai aavin Procures milk from 12300 milk pouring members of 334 MPCS
and 126 SHG’s in Sivagangai and Ramanathapuram Districts.
 Daily milk procurement is around 0.66 lakh litres. Collected through 32 Milk
Collection route Vehicles.
 Milk Collected from the members are chilled in one 50,000 LPD Dairies at
Karaikudi ,12 Bulk Milk Coolers with a total capacity of 52000 LPD and at
Sivagangai CC having capacity to chill 0.10 LLPD.
 UNION DETAILS
The Sivagangai District Co-operative Milk Producers’ Union Ltd.,AAVIN
Karaikudi is functioning with Head Quarters at Karaikudi with area of
operation of both Sivagangai and Ramanathapuram Revenue Districts.

Sl No. Name of union Sivagangai District Cooperative Milk Producers’ Union Ltd.,

Date of
1. registration of 24.07.1982
the union
2. Date of Starting 01.01.1983
Registered VRD 793 Sivagangai Districts Co operative Milk Producers Union Ltd., ‘O’.
3.
office Address Siruvayal Road, Kazhanivasal, Karaikudi - 630 002.
Area of
4. Sivagangai & Ramanathapuram
operation
Commissioning
5. of Karaikudi 17.10.1986
Dairy
No. of Dairy
6. 1 (Karaikudi, Sivagangai District )
Plant
Capacity of
7. 50 KL
Dairy Plant
No. of Chilling
8. 1 ( Sivagangai )
Centers
Capacity of the
9. 10 KLPD
Existing CCs
 No. of Bulk
10. 12 ( Functioning 11 )
Milk Coolers
Capacity of
11. 52 KL
total BMCs
No. of
12. 645
membership
Authorised
13. 15,00,000.00
share capital
Paid up share
14. 32,80,600.00
capital
Deputy
15. Registrar Manamadurai & Ramnad
(Dairying)
16. TIN No 5500464 / 01.04.1995

17. PAN NO AAAAR0897B

18. CST NO 498721 / 28.10.1988

Provisional
19. 33AAAAR0897B1ZT
GST No