CONSUMERS’ BEHAVIOUR AND DEALERS’ PERCEPTION TOWARDS DAIRY PRODUCTS – A CASE STUDY OF DHARWAD MILK UNION OF KARNATAKA MILK FEDERATION (KMF)

KMF (Karnataka Milk Federation) has 13 Milk Unions throughout the State, which procure milk from Primary Dairy Cooperative Societies (DCS) and distribute milk to the consumers in various Towns/Cities/Rural markets in Karnataka and Dharwad Milk Union is one among the 13 unions. Apart from selling milk, it sells very thick 250 gm Curds in mud pots specially designed for this purpose namely "KUDIKE MOSARU". The famous Dharwad Peda, Butter in bulk as well as in retail packs and in 10 gm chip sets, Ghee, Skimmed Milk Powder and Paneer are sold. A survey was performed to know consumers’ behavior and dealers’ perception towards Nandini brand in compare with other competitors’ brands. A structured Questionnaire was used for this purpose. The report also contains the findings obtained from the survey. The survey was conducted for 75 customers and 25 retailers. The study reveals the reasons for decline in the Market Share of Nandini Milk in Dharwad city.