Cohort Buying Behavior For Milk Industry: A Focus At Rohtak Haryana
Journal Title: International Journal of Business and Management Invention - Year 2018, Vol 7, Issue 12
Abstract
This research was done with special reference to VITA milk brand in Haryana. Consumer purchases milk from organised as well as unorganised sectors. There is a vast scope for milk companies to grow with it. For that a marketer should be well aware of the perception and the buying behaviour of the consumers. VITA is one of the most trusted brands in Haryana when it comes to buy milkproducts. Recently the company has come up with some good schemes for societymembers as well as good marginal profit for retailers but lacks in mass advertisement.To increase the sales of milk company must work on the quality and advertisementmostly. Through mass advertisement a greater number of consumers can be madeaware about the product. Apart from this there should be beneficial schemes for thefarmers and villagers who are working in the society to supply the milk regularly. During the study it was found that based on some factors the AMUL is the only competitor to VITA. This study can help VITA to recognise the scope of growth so that more market share can be grabbed.
Authors and Affiliations
Dr. Sweta Rani, Ravi Kumar
Keywords
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