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The Journal of Indian Management & Strategy 8M
Year : 2008, Volume : 13, Issue : 4
First page : ( 15) Last page : ( 31)
Print ISSN : 0973-9335. Online ISSN : 0973-9343.

Marketing of branded dairy milk products – A survey of consumers and milk vendors

Bais Santosh Singh, Faculty Member

Dept. of Studies and Research in Management, Gulbarga University, Gulbarga-5851 06, Karnataka, (India).


The Indian dairy sector has an annual production of 70 million metric tones and it is the second largest in the world next to USA. In India there are more than 75,000 dairy co-operative societies which are spread all over the country and their membership is more than 10 million. Marketing is an integral functional activity of all human beings in their day-to-day life. It is a body of knowledge capable of influencing the development of individuals and also organization. The consumers play a vital role in the marketing of dairy milk. Several factors influence the consumers in buying the milk and milk products. Based on the experience, it was realized that there was need for an organized dairy. It was felt that a suitable infrastructure must be evolved to help increasing milk production and its availability. The specific objective of the present study is to know the types of brands of Dairy milk marketed in the Gulbarga District in Karnataka.


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