Consumer’s Brand Preference towards Cooperative Milk and Private Milk in Tamilnadu

Abstract

Dairy plants process the raw milk they receive from farmers so as to extend its marketable life. Two main types of processes are employed: heat treatment to ensure the safety of milk for human consumption and to lengthen its shelf-life, and dehydrating dairy products such as butter, hard cheese and milk powders so that they can be stored.

Market opportunities have opened up for the livestock sector following the economic liberalization. There are expectations of faster growth in demand for livestock products due to expected increase in income combined with the high income elasticity of demand for livestock products. But the sector’s ability to capitalize on new market opportunity is constrained by the availability and quality of support services. At present, Government is the main provider of these services. The quality of the services is satisfactory and these services are available at the doorsteps of the producers. Hence, Aavin was started in Tamilnadu.