Dhanya. K et al, International Journal of Advances in Agricultural Science and Technology, Vol.5 Issue.7, July- 2018, pg. 109-123 ISSN: 2348-1358 Impact Factor: 6.057 NAAS Rating: 3.77 © 2018, IJAAST All Rights Reserved, www.ijaast.com 109 AN OVERVIEW OF CONSUMER BUYING BEHAVIOR TOWARDS AROMA MILK PRODUCTS IN COIMBATORE DISTRICT, TAMIL NADU Dhanya. K*, Venkatesa Palanichamy. N** * - PG Scholar, Department of Agricultural and Rural Management, Tamil Nadu Agricultural University, Coimbatore - 3. Email id: dhanyakandasamy@gmail.com ** - Professor, Department of Agricultural and Rural Management, Tamil Nadu Agricultural University, Coimbatore - 3. Email id: nvpchamy@tnau.ac.in ______________________________________________________________________________ Abstract India is the largest producer and consumer of milk and milk products in the world. The production and consumption pattern has been showing a tremendous increase over these 40 years. Despite the availability of loose milk and traditional method of milk products, large number of people especially in urban areas, still prefer to go for packaged milk products available in the marketplace. This paper is a result of research work conducted to determine the buying behavior of Aroma Milk products. The research was conducted in Coimbatore district with the sample size of 120 respondents‘ selected using stratified simple random sampling methodology. Primary data was collected through well-structured, pre-tested interview schedule. Analysis of data, using SPSS software, revealed that most of the Aroma consumers are satisfied with the product and consider quality as the most important criteria for making purchase decisions. Further, it was found that marital status, age, education status influences the purchasing behavior of consumers. As per the findings, suggestions are given to the company to take initiation to fulfill the consumer needs. Keywords: Consumer Awareness, Buying Behavior, Preference, Attitude and Expectations. Introduction Milk products occupy an important role in people‘s diet in society like India where milk production and consumption plays a pivotal role in the functioning of Indian economy. With the largest number of cattle population in the world, India ranks first in the annual milk production with the total milk output of 165 million tonnes (during the Financial Year 2016-17) contributing 16% to the World‘s total milk production. Of this, Uttar Pradesh is the massive contributor of 17.6% and Tamil Nadu clenches ninth position by contributing 5.03%. The Indian GDP exhibits a decline phase in agriculture and livestock sector from 34.2 percent and 4.82 percent in 1980-81 to 17.46 percent and 4.43 percent in 2015-16 (National Dairy Development Board), whereas the share of livestock has been subscribing an increase in Indian agricultural GDP from 13.88 percent in 1980-81 to 27.25 percent in 2012-13 (National Accounts Division). The consumption of dairy products‘ has been exponentially growing due to its rich nutritional qualities in the country, and in regards with the facts and figures, India‘s milk production will further grow at a CAGR of around 14% between 2015-16 and 2021-22. Backed via strong domestic demand for milk, India‘s per capita availability leans at 289.4 grams in FY2017 (National Dairy Development Board). The Indian