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(R. Kasthuri, k. Kowsalya, 2018)
A Study on Consumer Satisfaction towards Milk Product
The marketing approach which is linked the basic premise that each customer is different
and hence needs to be approached differently. Also, given the exorbitant cost of
researching each customer, it is possible to group them according to common measurable
and definably parameters and hence create segment. Thus, the customer is the focal point
of the marketing orientation. The selling approach is more transaction based and aims at
maximization in this short term. As opposed to this, the marketing approach emphasizes
customer management, customized approach to winning retaining the customer, and
hence, focuses on building profits over a long term. The selling approach, generally,
undermines research it is more intuitive. It works well in market that are less complex, in
the sense that competition is low and customers have very little choice .It works on the
mass marketing approach where in customer needs are aggregated.
(Manish Phuyal, 2018)
A study on consumer‘s perception towards packaged milk products in Panipat, Haryana
The production and consumption of fluid milk has been growing in India with time. Despite the
availability of packaged milk products in marketplace, large number of people, including urban
population, still prefer to go for loose milk. This paper is a result of research conducted to find out
how packaged milk is positioned in consumer‘s mindset and what can be done to encourage its
consumption. The research was conducted in Panipat city of Haryana, India with 50 respondents
selected using convenience sampling. Primary data was collected using questionnaire schedule and
secondary data was collected from articles in journals and published reports. Analysis of data
collected from the survey, using SPSS software, revealed that most of the consumers of packaged
milk products are not satisfied with the products available in marketplace and majority of them
consider the quality of the packaged milk product as the most important criterion for making
purchase decisions. Further, it was found that marital status, age and education influence how a
consumer perceives packaged milk product, and health impact, offerings and availability are
positively correlated with the perception of packaged milk product.
(Ashna Dev, 2020)
A study on the consumer preference towards milma and amul products