A STUDY ON CONSUMER BEHAVIOUR WITH REFERENCE TO THIRUMALA MILK PRODUCTS PVT LTD CHENNAI

Marketing

Consumer Behaviour is the Process Involved When Individuals or Groups Select, Use, or Dispose of Products, Services, Ideas or Experiences (Exchange) to Satisfy Needs and Desires. The aim of marketing is to meet and satisfy target customer needs and wants. Market research is often needed to ensure that retailers provide what customers really want and not what we think they want. This study is based on a survey done on customers of a Thirumala milk product. Thirumala milk product is different type of milk product, which came in to existence in India since 1994. It is a type of milk product where various kinds of products are available. My study is on determining the customer’s buying behaviour of customer, demand for Thirumala milk product and the satisfaction level of customers in Thirumala milk product. The study will find out the current status of Thirumala milk product and determine where it stands in the current market. The data collection approach adopted was qualitative as well as quantitative research. The instrument used for the data collection was direct interview & questionnaire. The target respondents were the visitors of Thirumala milk product, Chennai, with the sample size of 100. Tables & charts have been used to translate the responses into meaningful information to get the most out of the collected data. Based on these the inferences have been drawn with peer supportive data. This report also mentions the various marketing strategies implemented by Thirumala milk product, Chennai to earn its revenue.

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