A STUDY ON CONSUMER PERCEPTION TOWARDS NANDINI DAIRY PRODUCTS IN CHAMARAJANAGAR DISTRICT OF KARNATAKA

Consumer perception analysis is based on consumer?s buying behaviour. It aims at improving business performance through an understanding of the customer?s preferences and desires. In today?s world of growing competition where there are numerous brands selling the same products, consumers have an abundant number of choices and many diverse factors influence their buying behaviour. The study has been carried out in line of the objectives to find out the awareness level of customers of Nandini dairy product, also to find out their perceptions toward Nandini dairy product with particular emphasis on price and quality and their relationship with demographic characters such as income and gander and to find out the level of satisfaction and attributes performance of milk, ghee, buttermilk and curd in the study area. The study is based on descriptive research and 200 respondents were surveyed with the help of structured questionnaire. Selection of respondents was based on non-probability sampling and purposive sampling technique is used. In the study the statistical tools used are Percentage & Weighted Average Method. The findings of the study will be useful for identifying the customers? preferences and need and will pave the way for developing the products which may be most identical to customers? demand.