2013july IJRCEM HouseholdsconsumptionpatternofAavinmilk

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A study on households’ consumption pattern of Aavin milk in Erode district
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VOLUME NO. 3 (2013), ISSUE N O. 07 (J ULY) ISSN 2231-4245
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CONTENTS
Sr. Page
No. TITLE & NAME OF THE AUTHOR (S) No.
1. DIRECTION AND TRENDS OF INDIA’S PINEAPPLE EXPORTS: A STUDY IN THE FREE TRADE REGIME 1
JOMY M THOMAS & DR. MARY JOSEPH
2. A STUDY ON HOUSEHOLDS’ CONSUMPTION PATTERN OF AAVIN MILK IN ERODE DISTRICT 6
SARAVANAN. R., YOGANANDAN. G., RUBY. N & KARTHI.C
3. A JOURNEY FROM FERA TO FEMA & ITS IMPACT ON FOREX 10
DHEERAJ GANDHI & DR. I.C.KASHYAP
4. EMERGENCE OF MORAL PRINCIPLES AND ETHICS IN MANAGEMENT EDUCATION 15
U. PADMAVATHI
5. EMPOWERMENT OF WOMEN THROUGH MICROFINANCE: A STUDY IN CHITTOOR DISTRICT 18
K. RAMANAMMA & P. MOHAN REDDY
6. THE IMPACT OF MACROECONOMIC VARIABLES ON STOCK MARKET INDEX: AN EMPIRICAL STUDY 22
PRADEEP K & DR. Y. NAGARAJU
7. IMPACT OF COALMINE INDUSTRIAL EFFLUENTS ON PRODUCTIVITY OF PULSE CROP 29
DR. S. RADHA KRISHNA
8. IMPACT OF MERGER ON THE PROFITABILITY PERFORMANCE OF REGIONAL RURAL BANKS (RRBs) IN BIHAR STATE OF INDIA: AN 32
EMPIRICAL STUDY
DR. MANAS CHAKRABARTI
9. PERFORMANCE OF MGNREGA IN MANIPUR: A CROSS DISTRICT ANALYSIS 37
JIYAUR RAHMAN & ZEBA SHEEREEN
10. A STUDY ON PROSPECTS AND FINANCE PROBLEMS OF FOOD BASED SMALL SCALE INDUSTRIES WITH SPECIAL REFERENCE TO MADURAI 42
DR. S.FATIMA ROSALINE MARY & D.ANUSANKARI
11. PROGRESS AND PERFORMANCE OF PRIMARY AGRICULTURE CO-OPERATIVE SOCIETIES IN INDIA 48
PARDEEP KUMAR CHAUHAN
12. SUSTAINABLE GROWTH: UTILIZATION OF NATURAL RESOURCES 51
V. VANEENDRA SASTRY
13. HEALTH INFRASTRUCTURE IN HARYANA: AN ANALYSIS 54
ISHU GARG
14. CHALLENGES AND OPPORTUNITIES FOR RURAL WOMEN ENTREPRENEURS 58
JAINENDRA KUMAR VERMA
15. A STUDY ON PERFORMANCE OF STATE CONSUMER DISPUTES REDRESSAL COMMISSIONS IN INDIA 60
GURLEEN KAUR
16. STUDY OF SENSITIVITY TOWARDS IMPORTANCE OF GEOGRAPHICAL INDICATION REGISTRY IN UTTARAKHAND 63
DEEPAK JOSHI
17. MARKET MIX STRATEGIES FOR DESTINATION AS A RURAL TOURISM PRODUCT 70
AJAZ AHMAD DAR, HAMID ABDULLAH & PRIYA SINGH
18. SPECIES-WISE MAJOR MARINE FISH PRODUCTION: TRENDS AND GROWTH PERFORMANCE IN SINDH 74
DR. MOHAMMAD PERVEZ WASIM
19. GOVERNMENT EXPENDITURE AND ECONOMIC GROWTH IN ASEAN-5: LONG-RUN TENDENCIES AND SHORT-TERM ADJUSTMENT 85
EHSAN RAJABI & JUNAINA MUHAMMAD
20. AN ASSESSMENT OF COMPETITIVE STRATEGIES ADOPTED BY COMMERCIAL COLLEGES IN NAIROBI, KENYA IN IMPROVING THEIR 90
ENROLMENT CAPACITY
ALICE WAIRIMU KANDE
21. ORGANIZATIONAL ANALYSIS OF PANCHAYATI RAJ INSTITUTIONS IN INDIA 95
PARDEP KUMAR CHAUHAN
22. RELATIONSHIP BETWEEN EXCHANGE RATE AND TRADE BALANCE OF SOUTH ASIA: THE J-CURVE PATTERN 99
ADNAN ALI SHAHZAD
23. VOLATILITY IN GOLD PRICE IN INDIA: AN UPDATE 106
MADHUSMITA BHUYAN
24. A STUDY ON PERFORMANCE OF CONSUMER DISPUTES REDRESSAL AGENCIES IN STATE OF KARNATAKA 111
GURLEEN KAUR
25. THE LONG RUN RELATIONSHIP BETWEEN STOCK MARKET RETURNS AND INVESTMENT GROWTH IN NIGERIA: (1960 - 2010) 113
DR. FREDRICK ONYEBUCHI ASOGWA
26. THE EFFECT OF PENSION FUNDS ON THE GROWTH OF NIGERIAN ECONOMY 117
SAMUEL, KEHINDE OLUWATOYIN & OKE, MARGARET ADEBIMPE
27. AGRICULTURE AND WOMEN ENTREPRENEURSHIP IN INDIA 123
HRIDESHWER GUPTA
28. WOMEN ENTREPRENEURSHIP: AN EMERGING WORKFORCE IN 21st CENTURY 126
JAINENDRA KUMAR VERMA
29. AN EMPIRICAL STUDY ON THE DYNAMICS OF COMMODITY DERIVATIVE MARKET’S IMPACT ON INDIAN INVESTMENT 128
PRASAD R.A
30. AGRICULTURAL GROWTH AND FOOD SECURITY: PROBLEMS AND CHALLENGES 131
KUMARI MARY MATHE
138
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INTERNATIONAL JOURNAL OF RESEARCH IN COMMERCE, ECONOMICS & MANAGEMENT vi

A STUDY ON HOUSEHOLDS’ CONSUMPTION PATTERN OF AAVIN MILK IN ERODE DISTRICT
SARAVANAN. R.
PROFESSOR & HEAD
SCHOOL OF MANAGEMENT
VLB JANAKIAMMAL COLLEGE OF ENGINEERING & TECHNOLOGY
COIMBATORE
YOGANANDAN. G.
RESEARCH SCHOLAR, DEPARTMENT OF MANAGEMENT STUDIES, ANNA UNIVERSITY
ASST. PROFESSOR
DEPARTMENT OF MANAGEMENT STUDIES
K.S.RANGASAMY COLLEGE OF ARTS & SCIENCE
TIRUCHENGODE
RUBY. N
RESEARCH SCHOLAR
TIRUCHENGODE
KARTHI.C
STUDENT
TIRUCHENGODE
ABSTRACT
In India, the dairy sector plays an important role in the socio-economic development, and constitutes an important segment of the rural economy. Dairy industry
provides livelihood to millions of homes in villages, ensuring supply of quality milk and milk products to people in both urban and rural areas. India’s dairy
products import has dipped while exports have increased at a faster rate. The direct consumption of liquid milk by the producer (households) as well as the
demand for processed dairy products has increased with the growth of income levels. Reducing the cost of production, development in strategy and
infrastructure and focusing on specialty products will aid to meet the needs of target customers. This study examines the household’s consumption pattern of
avian milk in Erode district. For this study, the data was collected from 200 (sample size) households. Chi-square analysis was employed to measure the
relationship between family size, income, households with girl-infant/boy infant and product preference, milk consumption and households’ opinion on price etc.
KEYWORDS
Dairy Industry, Dairy Products, Milk Production.
INTRODUCTION
I ndia is the world's largest milk producer and all set to become the world's largest food factory. India’s dairy industry is considered as one of the most
successful development. Dairy cooperatives account for the major share of processed liquid milk marketed in the India. Milk is processed and marketed by
170 milk producers’ cooperative unions, which federate into 15 state cooperative milk marketing federations. Over the years, several brands have been
created by cooperatives like Amul, Vijaya (AP), Verka (Punjab), Saras (Rajasthan), Uttar Pradesh, Punjab, Hariyana, Rajasthan, Gujarat, Maharashtra, Andhra
Pradesh, Karnataka and Tamilnadu are the milk surplus states in India. The manufacturing of milk a product is obviously high in these milk surplus states.
Significant investment opportunities exist for the manufacturing of value added milk products like milk powder, packaged milk, butter, ghee, cheese and ready-
to-drink milk products.
India has emerged as the largest milk producing country in the world with present level of annual milk production estimated as 94.5 million tonnes. We expect a
production level of 135million tonnes by the year 2015. India has a large livestock population base constituting 278 million livestock including 180.5 million
cattle, 82.8 million buffaloes, 4 million sheep and 9.2 million goats. The livestock population is projected to increase to 322 million by the year 2015.
The large livestock population is raised primarily on crop residues and grazing in the common property including basement. The forest area, which was a major
source of grazing, is no longer available to livestock breeder’s especially landless people. As a consequence, the available feed resources fall short of the
nutritional requirement. The shortfall is estimated as 59.9 million tonnes for the green fodder and 19.9 million tonnes for dry fodder. This shortfall is likely to
increase by 2015 to 63.5 million tonnes of green fodder and 23.56 million tonnes of dry fodder. Milk was always manufactured and consumed in bulk in India.
But with the rise in disposable incomes the demand for milk and related items are on a continuous rise. Milk is said to be among the most important part of the
diets of Indian after wheat and rice.
Milk production in India ranges from rural areas to the highly urbanized ones. In the rural areas every farmer having one or two cows or buffaloes yields around
3 litres of milk per animal. India contributes almost 65% of the total world buffalo milk. India is home for the largest milch anima population in the world. India
has become the world's largest milk producer after implementation of operation flood schemes. Tamilnadu is one among the major producers of milk in our
country. With the policy of hon’ble chief minister of Tamil nadu to create a second white revolution, Tamilnadu is all set to take another big leap forward that
aims at a multi fold increase in milk production in the state. In the year 2012 out of total milk produced in our state 12% of milk is consumed at village level by
the milk producers. 49% of milk is handled by unorganized sector such as local vending. The remaining 39% of milk is handled in the organized sector. The share
of the cooperatives in the organized sector is 24 lakh litres to 29 lakh litres per day. Measures are being taken to augment milk production and focus is being
given on improvement in productivity at grass root level.
INTERNATIONAL JOURNAL OF RESEARCH IN COMMERCE, ECONOMICS & MANAGEMENT 6

In order to increase the competitiveness of Indian dairy industry, efforts should be made to reduce cost of production. This can be achieved through increasing
productivity of animals, improve animal health care and breeding facilities and management of dairy animals. The government and dairy industry will need to
play a vital role in this direction. Indian dairy industry should further develop proper dairy production, processing and marketing infrastructure, which is capable
of meeting international quality requirements. A comprehensive strategy for producing quality and safe dairy products should also be formulated with suitable
legal backup. Dairy industry in India is unique with regard to the availability of buffalo milk. In this case, India can focus on buffalo milk based speciality products,
such as mozzarella cheese, in order to meet the needs of the target consumers.
OBJECTIVE OF THE STUDY

The primary objective of the present study is to find out the households’ consumption pattern of Aavin milk in Erode district.
REVIEW OF LITERATURE
Vyas and chaudhri (1971) studied on “Economics of Dairy farming in Mehsana District” have shown that high – yield of reduction and low cost of productivity
occurred in dairy farming in the co-operative sector.
George Shanti (1980) observed that enhanced milk production was observed through the dairy co-operatives from rural areas. The milk producers readily sold
their milk to dairy co-operatives which adversely affected the milk consumption by the rural masses in general and milk producers in particular.
Rangarajan et al (1980) analysed the economics of milk production from cross-breed cows and nondescripts in terms of yield, cost of milk production. The main
finding of the study was that cross breeds forced for better than local ones in all the aspects
Boopathiraj (2005) concluded that the satisfaction of the members could be increased by making arrangement for the members to visit different leading and
successful performance of milk producers co-operative societies.
Elumalai (2005) analysed that India had revealed comparative advantage to export milk powder and butter in the market of SAARC countries. At the global level,
India had comparative disadvantage in the export of milk powder, butter, cheese and curd.
Jesse Edward et al (2006) discussed that India’s main system of dairy productions involves a smallholder production system in which most of the milk produced
is consumed on the farm or distributed through informal channels. This system of production, combined with Indian policies that encourage self-sufficiency and
restrict dairy imports, leaves much unused potential in the Indian dairy market.
Sarvesh Kumar and Sirohi Smita, (2008) evaluated the economic performance of dairy industry by using profitability ratios, liquidity ratios, leverage ratios and
efficiency ratios. The study revealed that sales and value of output of most firms were increased during 1991 – 1992 to 2000 – 2001. But the Indian firms were
suffering from liquidity and profitability crisis due to tight credit policy and their in effective asset management.
Chawla Anil (2009) analyzed that India has surplus cattle. They maintain on a strategy for enhancing milk production by improving the quality of milch animals
without adding to the number and the researcher study the economic relationships at the firm level or the economic impact of dairying.
Meenakshi Gupta and Vikas Sharma (2009) highlighted that India is the largest producers of milk. The overall growth rate of dairy sector was 4% which was
almost 3 times the average growth rate of dairy industry in the world.
Bindu hima T. and Subrahmanyam S.E.V (2012) analysed that the performance of Indian dairy sector and operation flood programme established milk
producers co operatives in villages and made modern technology will increase the milk production.
Dr. M. S. Ranjithkumar, S. Namasivayam A.Anandhi analysed that the social economic profile of the co-operative milk society. They found that majority of the
producers are satisfied with the co-operative milk society because of its measurement, correct testing, market price, payment and bonus. Some producers are
not satisfied with the society milk because of its timing, high charges for cattle insurances, lack of training facilities, and lack of loan facilities and high cost of
fodder feed.
According to “Indian Dairy Industry Analysis”, India is the world’s largest milk producer, accounting for around 17% of the global milk production. Besides, it is
one of the largest producers as well as consumers of dairy products. Due to their rich nutritional qualities, the consumption of dairy products has been growing
exponentially in the country, and considering such facts and figures, their study anticipates that the milk production in India will grow at a CAGR of around 4%
during 2011-2015.
Various researchers have analyzed the milk production, factors influencing milk production, social economic profile of the co-operative milk society,
performance of dairy industry, modern technology applications and economic impact of milk dairying. There is a research gap found by the researchers after
carefully reviewing the research work of various researchers in this milk dairy industry . Not many studies have done in the area of milk consumption hence; the
researcher would like to address this research gap by conducting a study on the households’ consumption pattern of Aavin milk in Erode district.
METHODOLOGY
This survey based research study was aimed at household’s consumption pattern of Aavin milk in Erode district. A comprehensive, structured questionnaire was
drafted and pre-tested with help of a detailed review of literature relevant to the current field of investigation and discussion with the households in Erode
district. The survey was carried out on 200 sample respondents. After all the questionnaires were collected back, the responses were tabulated. Each answer of
the respondent was tabulated to its respective category. Primarily, chi square analysis was used to interpret the data. Secondary data were also used, which
were sourced from research papers, journals, magazines and websites.
DATA ANALYSIS AND DISCUSSION

ANALYSIS-1: FAMILY SIZE OF HOUSEHOLDS AND MILK CONSUMPTION (LITRES), PRODUCT PREFERENCE
Null hypothesis (H0)
There is no significant difference among family size of households and milk consumption (litres), product preference.
Alternative hypothesis (H1)
There is a significant difference among family size of households and milk consumption (litres), Product preference.
Family Size of households Calculated value Table value Degrees of freedom Remark
Milk consumption (liters) 63.54 16.919 9 H0 is Rejected
Product preference 39.24 16.919 9 H0 is Rejected
INFERENCE
There is a significant difference among family size of households and milk consumption (litres), product preference.
ANALYSIS-2: NUMBER OF CHILDREN IN THE AGE GROUP OF 5 TO 16 YEARS AND MILK CONSUMPTION (LITRES), PRODUCT PREFERENCE, FACTORS
INFLUENCING CUSTOMERS IN BRAND PREFERENCE
There is no significant difference among number of children in the age group of 5 to 16 years and milk consumption (litres), product preference, factors
influencing customers in brand preference.
There is a significant difference among number of children in the age group of 5 to 16 years and milk consumption (litres), product preference, factors

Number of children in the age group of 5 to 16 years Calculated value Table value Degrees of freedom Remark
Factors influencing customers in brand preference 64.18 16.919 9 H0 is Rejected
INFERENCE
There is a significant difference among number of children in the age group of 5 to 16 years and milk consumption (litres), product preference, factors
ANALYSIS-3: HOUSEHOLDS WITH BOY-INFANTS AND MILK CONSUMPTION (LITRES), PRODUCT PREFERENCE, FACTORS INFLUENCING CUSTOMERS IN BRAND
PREFERENCE
There is no significant difference among households with boy-infants and milk consumption (litres), product preference, factors influencing customers in brand
preference.
There is a significant difference among households with boy-infants and milk consumption (litres), product preference, factors influencing customers in brand
preference.
Households with Boy-infants - Calculated value Table value Degrees of freedom Remark
INFERENCE
There is a significant difference among households with boy-infants and milk consumption (litres), product preference, factors influencing customers in brand
preference.
ANALYSIS-4: HOUSEHOLDS WITH GIRL-INFANTS AND MILK CONSUMPTION (LITRES), PRODUCT PREFERENCE, FACTORS INFLUENCING CUSTOMERS IN BRAND
PREFERENCE
There is no significant difference among households with girl-infants and milk consumption (litres), product preference, factors influencing customers in brand
preference.
There is a significant difference among households with girl-infants and milk consumption (litres), product preference, factors influencing customers in brand
preference.
Households with girl-infants Calculated value Table value Degrees of freedom Remark
Products preference 72.76 16.919 9 H0 is Rejected
INFERENCE
There is a significant difference among households with girl-infants and milk consumption (litres), product preference, factors influencing customers in brand
preference.
ANALYSIS-5: HOUSEHOLDS’ INCOME AND MILK CONSUMPTION (LITRES), PRODUCT PREFERENCE, FACTORS INFLUENCING CUSTOMERS IN BRAND
PREFERENCE, AVAILABILITY OF REFRIGERATOR, OPINION ON PRICE OF AAVIN MILK, EXPECTATION OF CUSTOMERS TOWARDS OFFERS WHILE PURCHASING
MILK, SUITABLE MEDIA FOR ADVERTISEMENT/PROMOTION
There is no significant difference among households’ income and milk consumption (litres), product preference, factors influencing customers in brand
preference, availability of refrigerator, opinion on price of Aavin milk, expectation of customers towards offers while purchasing milk, suitable media for
advertisement.
There is a significant difference among households’ income and milk consumption (litres), product preference, factors influencing customers in brand
advertisement.
Households income Calculated value Table value Degrees of freedom Remark

Availability of Refrigerator 16.68 7.815 3 H0 is Rejected
Opinion on price of Aavin milk 25.72 21.026 12 H0 is Rejected
Expectation of customers towards offers while purchasing milk 29.94 16.919 9 H0 is Rejected
Suitable media for advertisement 38.19 16.919 9 H0 is Rejected
INFERENCE
There is a significant difference among households’ income and milk consumption (litres), product preference, factors influencing customers in brand
advertisement.
LIMITATIONS OF THE STUDY AND SCOPE FOR FURTHER RESEARCH

The scope of the study is restricted to Erode and its surroundings only.
Time constraint and resource constraint in view of this fact the results of the present study holds good for the market of Erode only.
Another possible limitation of the present study is that the sample being too small, the results as it provides might at best be signals rather than precise
conclusions.
The analysis and findings are recommended only from the primary data of 200 persons so it is not that much accurate, but we can find out the mentality of the
retailers in general.

Hence in the foreseeable future, in most of developing countries milk and milk products will not play the same roll in food as in the wealthy societies of
developed countries. Pricing of the products and packaging is enabling to increase sales. A reduced price has been widely practiced in developing countries.
Policies need to be brought in Indian Dairy scenario may be another area for future research studies.
FINDINGS
The study found that in the geographical area where the research was carried out, majority of the households have
a) 3 to 5 members in their family
b) 1 child in the age group of 5-16 years
c) no boy-infant less than 5 years old
d) no girl-infant less than 5 years old
e) a refrigerator in their home.
The research also found that most of the households in the area earn a monthly income of Rs.10001 to 15000, consume 1-2 litres of milk, like the taste of Aavin
milk, prefer buttermilk, and have been buying for the last 10 years but they have watched more Hatsun (competitor) advertisement than Aavin advertisements.
The research also found that most of the households were highly satisfied towards availability, packaging, taste and freshness of milk but dissatisfied with the
price of the milk.
The chi-square analysis highlights the following findings.
1. There is a significant difference among family size of households and milk consumption (litres), product preference.
2. There is a significant difference among number of children in the age group of 5 to 16 years and milk consumption (litres), product preference, factors
3. There is a significant difference among households with boy-infants and milk consumption (litres), product preference, factors influencing customers in brand
preference.
4. There is a significant difference among households with girl-infants and milk consumption (litres), product preference, factors influencing customers in brand
preference.
5. There is a significant difference among households’ income and milk consumption (litres), product preference, factors influencing customers in brand
advertisement.
SUGGESTIONS
Majority of households prefer buttermilk of Aavin Therefore, Aavin should try to focus on cross selling of buttermilk to its milk consumers (households). The
consumers buy Aavin milk for its taste. It has to be noted that milk consumers prefer taste over other requirements. Therefore, the taste of milk should be
maintained through appropriate handling process.
Majority of consumers have been purchasing and consuming Aavin milk for more than 10 years. It shows that they are brand loyalist. This group of consumers
should be recognized in the form of “membership schemes”, gifts etc., so that positive word-of-mouth communication can be created.
The consumption pattern of consumer with children in the age group 5-16 years, boy-infants, girl-infants and consumers with varied income exhibit
heterogeneous character. Therefore, special marketing strategy needs to be evolved to target these consumer groups.
More road shows and exhibitions could be conducted to demonstrate the positive impact of milk on health.
The company (Aavin) has to increase television advertisements since most of the households watch only other milk brand advertisements.
RESULTS AND CONCLUSION

Milk and Milk products are rated as one of the most promising sectors in food processing industry. The milk is used for the preparation of various milk products
including milk sweets. In today competitive business environment, brands play a vital role. A key factor for the success of Branded Milk is mainly concerned with
High Quality and Product Safety. The message will reach the people only through good advertisements. In this modern competitive world, customer mainly
prefers taste and new style of package. Available data suggests that the share of consumer expenditure on milk and milk products is increasing both in urban
and rural areas of India and this increase in consumption would again further enhance the momentum in the year to come. If suggestions given above are
followed by the Erode District Co-operative Milk Producers’ Union Limited, it can supply still better quality milk and milk products to the consumers in Erode
District.
REFERENCES
BOOKS
1. C.R. Kothari [2000], “Research Methodology” 2nd Edition, Wishwa Prakashan, New Delhi.
2. D.D.Sharma “Marketing Research” Sultan Chand & Sons, New Delhi
3. Naresh K. Malhotra (2005) Marketing research (4th ed.), India.
4. S.P.Gupta, [1998] “Statistical Methods”, 28th Edition, Sultan Chand & Sons, New Delhi.
JOURNALS
5. Bindu hima.T and Subrahmanyam S.E.V October (2012) prospects of dairy industry in India, advances in management vol.5 (10).
6. Chawla Anil (2009), Milk and Dairy Products in India –Production, Consumption and Exports, Second Edition, September, Hindustan Studies and Services
Ltd, Bhopal.
7. Dr. M. S. Ranjithkumar, S. Namasivayam A Anandhi A Study on Producers‟ Sat is fact ion about Co-Operative Milk Society (With Special Reference to
Tirupur District) International Journal of Contemporary Practices (ISSN: 2231-5608) Vol.2, Issue 3
8. Elumalai K. and Sharma R.K, July-September (2005) “WTO and Dairy: Recent Developments in Trade Negotiations”, Foreign Trade Review, 40 (2), 51-68.
9. George Shanti December (1980), “Diffusing Anand Implications of Establishing a Dairy co-operative in a village central kerala,” Economic and political
weekly, 19 (51), 2161-2169.
10. Gupta Meenakshi and Sharma Vikas July (2009) “Indian Dairy sector – status and policy options”, Indian Journal of Marketing, 39 (7), 36 to 41.
11. Jesse Edward V., Dobson William D., Armentano Louis E., Olson Norman F. and Sharma Vijay P (2006), “The Dairy Sector of India: a Country Study” 37353,
University of Wisconsin-Madison, Babcock Institute for International Dairy Research and Development.
12. Ranga Razan G. et al (1980), “Milk Production by Different types of Milch Animals”, Indian Journal of Agricultural Economics, 35 (4), 153.
13. Sarvesh Kumar and Sirohi Smita June (2008) “Economic Performance of Emerging Private Sector in Indian Dairy Industry: Evidence from Firm Level Data”,
Finance India, 32 (2), 467–486.
14. Vyas K.M and Chaudhuri V.S, (1971), “Economics‟ of Dairy farming in Mehasana District” Arthvikas, Vol-I, No. I, PP: 20-40.

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A study on households’ consumption pattern of Aavin milk in Erode district

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OBJECTIVE OF THE STUDY

DATA ANALYSIS AND DISCUSSION

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RESULTS AND CONCLUSION

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