IRACST – International Journal of Commerce, Business and Management (IJCBM), ISSN: 2319–2828 Vol. 4, No.6, December 2015 774 Consumer Behaviour on Aavin Milk and Dairy Products in Pollachi Taluk of Tamil Nadu Ahila . D M.Phil Scholar, Department of Commerce, Sree Saraswathi Thyagaraja College, Pollachi, Tamil Nadu, India. ahila.logu@gmail.com Dr. C. Boopathi Head, Department of Commerce (PA), Sree Saraswathi Thyagaraja College, Pollachi, Tamil Nadu, India. cboopathi2020@gmail.com Abstract— India is the world’s largest dairy producer. Indian Dairy sector has grown substantively over the years. Dairy products demand in India has increased dramatically in both rural and urban sectors. However, as a larger population is migrating from rural areas to cities. Thus, creates greater demand for dairy products. Tamil Nadu state is the one of the ten largest milk producing states in India. In the state, major milk contributor is Aavin, a Tamil Nadu-based milk producer's union, procures milk, processes it and sells milk and milk products to consumers. This paper analyses consumer perception over the Aavin special reference to the Pollachi Taluk of Tamil Nadu State. The aim of the study is reveal consumer perception over Aavin milk products based on their age, educational qualification and monthly income of the consumers’ family. It also depicts level of satisfaction about the product using chi-square test. Keywords- Aavin; Consumer behaviour; Dairy products; Milk consumption; I. INTRODUCTION Milk is a vital for human growth and development, body maintenance and protection from diseases. Cow milk generally contains between 3 and 4 g of fat/100 g, although values as high as 5.5 g/100 g have been reported in raw milk. Dairy is a vital part of the global food system, providing economic, nutritional and social benefits to a large proportion of the world's population. With up to one billion people living on dairy farms, dairying plays a major role within the economics of numerous communities, regions and countries across the globe. Dairy and dairy products provide livelihood to millions of homes in Indian villages. They supply the quality of milk and milk products to people of both urban and rural areas. Dairying has become an essential secondary source of income for millions of rural families. It enhanced socio-economic development during the 21 st Century is throwing up challenging issues like food security, food safety, quality and their linkages with the national and international markets as the demand for food is increasing. India is the world’s largest dairy producer. According to the National Dairy Development Board (NDDB), Indian dairy demand in 2021-22 is estimated to be between 200 to 210 million metric tons. Indian dairy production needs to grow approximately 5 percent per year in order meet NDDB’s 2021- 22 demand projection. The Indian dairy sector is estimated to be worth Rs.3.6 lakh crores, according to the Department of Animal Husbandry, Dairy & Fisheries, Ministry of Agriculture, and Government of India. Indian Dairy sector has grown significantly over the years. Dairy products demand in India has increased dramatically in both rural and urban sectors. In the year 2015 fluid milk consumption is forecast to increase 4.8 percent to 59.75 million metric tons on population growth and rising incomes, which has resulted in Indian buying more nutritious food, especially milk and dairy products. In Tamil Nadu, major milk contributor is Aavin, a Tamil Nadu-based milk producer’s union, procures milk, processes it and sells milk and milk products to consumers. Now, it becomes a leading company for having most consumers in all over Tamil Nadu. The consumer is the one who pays to consume goods and services produced. As such, consumers play a vital role in the economic system of a nation. Consumer behaviour is the behaviour that consumers display in searching for, purchasing, using, evaluating and disposing of products and services that they expect will satisfy consumer needs and wants. (Schiffman.G and Kanuk) (2008) In competitive and saturated market, a key to success of any business depends on knowing consumer and his consumption patterns and recognizing and understanding factors influencing his decision-making for the purpose of developing an attractive offer of products, supporting services, communication means and other marketing tools that would fit like a glue to customer’s needs. (Klaudia Kurajdova) (2015) The factors affecting consumer’s buying behaviour, while buying the dairy products, the variables include packaging, cost, availability, ingredients, product popularity, product quality, product taste, etc., that influence the choice of a brand of milk and milk products.(Ananda Kumar. A & Babu.S) (2014) II. OBJECTIVES OF THE STUDY • To assess the level of consumer satisfaction of Aavin milk and dairy products. • To know reasons for consume the Aavin milk and dairy products in Pollachi.