REVIEW OF LITERATURE

Review of literature shows the previous studies carried out by the researchers in the field.
The main purpose of the review of literature is to indicate the problem that are already
investigated and those that need further investigation. The researcher should refer academic
journals, conference proceedings, document reports, books etc. depending on the nature of
the problem. A critical reading of relevant literature becomes indispensible not only locating
the research problems, but also in analyzing the procedures. In this process, it should be
remembered that one source will lead to another.

Naveen Venkata Prasanna (2003) carried out a study on customer satisfaction rate towards
Aavin milk in Coimbatore. The non-probability convenience sampling was adopted to draw a
sample of 150 respondents. The study focused on ascertaining consumer preference in
purchase of Aavin brand of milk and analyzing the perceived differences of various brands of
milk on key attributes and also on identifying measures for improving customer satisfaction.
Purity, taste, thickness, availability, price, service of agents and place of purchase were the
criteria used in the study. It was found that Aavin brand of milk was rated high for purity,
taste and thickness. Attributes like availability, price and service of agents were also rated
good.

Riyas Mohammed (2003) conducted a study on comparison of Aavin, Arokya and Sakthi
milk with special reference to Coimbatore city with a sample size of 150 respondents drawn
on convenience sampling method. The study aimed to understand the consumer preference of
branded milk; expectation impact of packing of branded milk. The findings of the study
revealed that the Aavin brand of milk preferred for its purity, quality and price. But the
advertisement campaign, home delivery, non availability in retail outlets were the points of
dissatisfaction when compared to milk brands of Arokya and Sakthi. Even though these
brands claimed that package of milk in polyethylene packs were safe, it was still found to be
unhealthy.
C Gnana Desigan (2004) in his article, “Production and Marketing of Aavin Milk and Milk
Products – A Study” has suggested that to improve the economy of the villagers, the
government should take immediate steps to provide loans at lower interest rate for purchase
of milk animals and to compete in the global market. Indian milk producers have to ensure
the quality of milk and milk products in international standards. Further he added that to
adopt farm coolers for instant cooling of milk at village level.

Sathya S (2005) in her study “Consumer awareness and brand preference for health drinks”
found that the brand attitude of the consumers of health drinks depends on the benefit
expected from it and studied the consumer awareness about various brands of health drinks
and brand loyality of health drinks. The study also concentrated on consumer purchase
decision for health drinks are influenced by a number of quality factors, which lead them to
select a particular brand in preference to others.

E Sulaiman & Vijaya Chandran Pillai (2006) in their article “An Assessment of Quality of
Services of Dairy Cooperatives in Kerala with special reference to Thiruvananthapuram
District” found that even though the dairy cooperatives are rendering services they are not up
to the expectations. Majority of the farmers are not satisfied with the various efforts of the
societies for improving the efficiency in the marketing of milk produced by the farmers. The
farmers are still facing problems in the area related to low procurement of price of the milk,
partial collection of milk, indifferent attitude of the staff, lack of transparency in the quality
inspection and delay in getting sales proceeds.

Dr Dash Ganesh (2008) his study is done to determine consumer buying behavior of dairy
product users in Jaipur city, has mentioned the importance of cooperatives in the dairy
industry. Cooperatives have existed as dominant forms of organization in the dairy industry
around the world. Sometimes, they have played the role of developing infant industry while
at other times they have been used to strengthen weak production bases in an environment
where market failures tend to be higher for marginal producers. The Gujarat Cooperative
Milk Marketing Federation (GCMMF) or AMUL and Rajasthan Cooperative Dairy
Federation (RCDF) or SARAS in India, are the examples of how to develop a network of
firms in order to overcome the complexities of a large yet fragmented market like those in
emerging economies by creating value for suppliers as well as the customers.

Boddu Divya (2009): A study on the competitive analysis with reference to AMUL. AMUL
is the cooperative sector in Gujarat. It is the institution of the farmer, for the farmer and from
the farmer. The AMUL gives the pleasure to the farmers to change their own price, which
was not possible in the earlier years. The marketing work is handled by GCMMF. The
production department produces the product with the help of the latest technologies. The
production is done according to ISO marks requirements. The milk procurement department
gets the milk everyday twice from 92 routes and 1084 societies. For the maintenance of
qualities of milk there are 167 chilling units.

Vaishal Patliputhra Dugdh (2009 – 2011) The market survey was conducted on
“Comparative analysis of Sudha Milk and milk products with respect to its competitors”.
The survey covers a wide range of activities and factors which determine the response of
customer about his/her dairy products specially, milk. The samples of 500 respondents were
taken to represent the response of customer. The validity of the findings of the survey is
limited to the reliability of the information provided through survey.

Suparna Dutta & Rohit Gunjan (2010): A comparative analysis of Milk and milk products
with respect to its competitors with special reference to Sudha Dairy Products. It is about
understanding what consumers’ wants and how it could be supplied more efficiently and
more conveniently. The consumer market may be identified as the market for the products
and services that are purchased by individuals as household for their personal consumptions.
Milk is a typical consumer product purchased by individuals for many purposes primarily for
making tea and sweets. The market of milk is also facing a competition and many companies
are floating in the market with their products with different brand names.

Santhosh T M (2013) his study “A study on consumers’ preference towards milk and milk
products” analysed the factors affecting the choice of purchase of milk and also to bring the
customers’ buying pattern of milk and milk products. The researcher collected data from 150
respondents and found that majority of the respondents buy milk and milk products for its
taste and family use. He also found that majority of the respondents are satisfied with the
price of the products.

Elangovan N & Gomatheswaran M (2015) focused on consumer behaviour towards