A STUDY ON CONSUMER AWARENESS & SATISFACTION OF NANDINI MILK AND MILK PRODUCTS IN KARNATAKA

Abstract

The purpose of this paper is to study, understand and analyze the consumer awareness and satisfaction towards Nandini dairy products in Karnataka. Design/Methodology: The researcher has applied exploratory and descriptive research design by constructing the structured questionnaire and subjected the questionnaire to 100 consumers who are milk and milk product users in Karnataka. Using convenience sampling for data collection. The collected data has been analyzed using simple tools such as averages, percentages and measurement scales were used to arrive at desired results. Findings: In the research it is entrusted that the awareness level and satisfaction level of consumers towards Nandini dairy products in terms of quality, taste, hygiene, packaging, availability etc. is very high in Karnataka. Most preferred products in Nandini by consumers are milk, curd and ghee and Nandini dealers are influencing them towards the purchase. Research limitations/implications:The study is restricted to Karnataka. Originality/value: As dairy products are rich in calcium, proteins, vitamins, potassium, magnesium etc. and irrespective of age people love to consume it and it is known to be healthy. In this regard in this research article we have worked on objectives like to know the Consumer awareness and Satisfaction towards Nandinidairy products which are one of the important tools to measure the success and sales of the products produced by the organization. Proper awareness to consumer about each product makes them feel valued and wins the trust of the consumers and they remain loyal. Also a study is carried out to shade the light on the different aspects that the consumers are satisfied about in Nandini Brand.