AN OVERVIEW OF CONSUMER BUYING BEHAVIOR TOWARDS AROMA MILK PRODUCTS IN COIMBATORE DISTRICT, TAMIL NADU

India is the largest producer and consumer of milk and milk products in the world. The production and consumption pattern has been showing a tremendous increase over these 40 years. Despite the availability of loose milk and traditional method of milk products, large number of people especially in urban areas, still prefer to go for packaged milk products available in the marketplace. This paper is a result of research work conducted to determine the buying behavior of Aroma Milk products. The research was conducted in Coimbatore district with the sample size of 120 respondents' selected using stratified simple random sampling methodology. Primary data was collected through well-structured, pre-tested interview schedule. Analysis of data, using SPSS software, revealed that most of the Aroma consumers are satisfied with the product and consider quality as the most important criteria for making purchase decisions. Further, it was found that marital status, age, education status influences the purchasing behavior of consumers. As per the findings, suggestions are given to the company to take initiation to fulfill the consumer needs.