摘要：

Learning the behaviour of consumers remains imperative for marketers to device marketing strategies. Consumer perception and satisfaction is an undermined human psychology that marks a particular human behaviour. The study focuses on consumers Milma milk product Attitude and preference towards Milma milk products. The study definitely ensures development in the field of co operative diaries that ultimately results into rural development. KEYWORDS Consumer attitude, dairy products, Milma milk, Nallepilly Panchayath. MILK PRODUCTION IN INDIA ndia is the highest milk producer in the entire globe. India is well known as the 'Oyster' of the global dairy industry, with opportunities galore for the entrepreneurs globally India is the largest producer of milk producing more than 100 million tons of milk per annum. Yet, her per capita milk consumption is around 250 g per day. India has a population of more than 1 billion with diverse food habits, cultures, traditions and religions. Regional variations within the country can be mind boggling. On one hand, the country has plains with long tradition of milk production and consumption. India had tremendous milk production in 40 years and has become the world's largest milk-producing nation with a gross output of 84.6 million tons in 2001. The Indian Dairy Industry has achieved this strength of a producer-owned and professionally-managed cooperative system, despite the facts that a majority of dairy farmers are illiterate and run small, marginal operations and for many farmers, selling milk is their sole source of income. REVIEW OF LITERATURE CHRISTINE M. BRUHN (1992) studied on the topic "Consumer Attitudes and Market Potential for Dairy Products Utilizing Fat Substitutes". He examined about the impact of diet on health has led consumers to reduce the consumption of foods perceived as being high in fat. This study quantifies consumer concern about dietary fat, identifies foods perceived as being high in fat, and explores attitudes toward, and interest in, purchasing dairy foods in which the fat has been reduced by a fat substitute. SOHAIL AYYAZ, HAMMAD BADAR AND ABDUL GHAFOOR (1993) their study examines the level and determinants of consumer perception of packed milk in Pakistan. In order to seek the objectives of the study, primary data were collected through intercept interviews of 120 consumers of packed milk from three major cities of Pakistan i.e. Lahore, Faisalabad and Multan. The results of the study indicate that consumers mostly perceive packed milk relatively better due to its various quality attributes. The estimated ordered logistic regression model reveal that younger, married and male consumers irrespective of education level have greater preferences for packed milk RICH PIROG (2004) studied on the topic "Consumer Perceptions of Pasture raised Beef and Dairy Products: AN INTERNET CONSUMER STUDY". He study perceptions that Iowa consumers have regarding pasture-raised beef and dairy products, Gauge the level of awareness Iowa consumers have regarding a set of perceived benefits of pasture-raised beef and dairy products, and determine the level of interest that Iowa consumers have in receiving information about how and where their food products are raised. RAVINDER FRANK FULLER, JOHN BEGHIN AND SCOTT ROZELLE (2006) Their paper analyzes demographics, cultural factors, and purchasing behaviours influencing the consumption of fresh milk, yogurt, ice cream, and powdered milk in Beijing, Shanghai, and Guangzhou, China. Results from estimation of a double-hurdle model of consumption show that income and marketing channels are the key determinants of milk consumption levels; however, education, advertising, and convenience play a more important role in consumption of other dairy products. V. S. JONES & M. A. DRAKE (2015) they conducted study on the topic "Consumer perception of soy and dairy products A cross-cultural study". The purpose of this research was to collect consumer views and opinions from New Zealand (NZ) and U.S. consumers about the health benefits and product claims

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