A STUDY ON CONSUMER BUYING BEHAVIOUR OF DAIRY PRODUCTS WITH SPECIAL REFERENCE TO CHENNAI CITY

This study investigates consumer buying behaviour for dairy goods, with a focus on Chennai City. The study relies on both primary and secondary data. A well-structured questionnaire was used to obtain primary data. For data collecting, the convince sample approach was employed, with 200 respondents. Most respondents were influenced by product packaging, freshness was the reason for using non-branded dairy products, local shops were mostly preferred, most decisions for purchasing dairy products were made by mothers, and the majority of respondents spent between Rs. 1001 and Rs. 1500 per month on dairy products. To summarize, there is still opportunity in the market for companies, and the appropriate message should be sent to consumers who are still not using branded dairy products.