Volume : 11, Issue : 3, MAR 2025

CAPITALIZING ON BUSINESS DEVELOPMENT AND CHALLENGES IN THE DIGITAL ERA RESEARCHED BY STUDENTS, PG DEPARTMENT OF COMMERCE WITH COMPUTER APPLICATIONS, MANNAR THIRUMALAI NAICKER COLLEGE MADURAI.

A STUDY ON CONSUMER BUYING BEHAVIOUR TOWARDS AMUL PRODUCT.

S.KEERTHIVASAN, C.PRAVEENKUMAR, DR.P.ISWARYALAKSHMI

Abstract

This paper examines the consumer buying behaviour towards Amul dairy products. A convenient sampling technique tool was adopted for data collection. Sample size taken in this is 50 customers. The data is collected through questionnaire. The buying behaviour is positive which reveals that the buying behaviour of the consumers is high. The promotional strategies of the product can be improved to increase the sale of the company as much. Thus the paper concludes that the buying behaviour of the consumers are positive.

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Article No : 54

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References

1. Naveen VenkataPrasanna (2003) carried out a study on customer satisfaction rate towards amul milk in Madurai.

2. John McKean (2001) in an excellent book, customers are people

3. Boopathi. C (2002) the project entitled “An Overview of consumer behavior of Amul milk with reference to madurai District” is carried out with an objective to determine the customer behavior towards Amul milk product.