UNDERSTANDING RETAILER ACCEPTANCE AND CONSUMER BEHAVIOR ON MILK PRODUCTS

Few decades ago, the main source of income or earning for the farmers of Kaira district was on seasonal corps and selling of milk. That time there was high demand for milk in Bombay. Private traders and middlemen controlled the marketing and distribution system for the milk. This system leads to exploitation of poor and illiterates' farmers by the private traders. The study of consumer behavior drwas upon social science disciplines of anthropology, psychology, sociology and economics. As per the study done towards the Amul product the consumption of the Amul products are high when compared to other products. The buying behavior is positive which reveals that the buying behavior of the consumer is high.