A STUDY ON CONSUMERS’ PERCEPTION TOWARDS PACKAGED MILK PRODUCTS IN PANIPAT, HARYANA.

The production and consumption of fluid milk has been growing in India with time. Despite the availability of packaged milk products in marketplace, large number of people, including urban population, still prefer to go for loose milk.This paper is a result of research conducted to find out how packaged milk is positioned in consumers’ mindset and what can be done to encourage its consumption.The research was conducted in Panipat city of Haryana, India with 50 respondents selected using convenience sampling. Primary data was collected using questionnaire schedule and secondary data was collected from articles in journals and published reports. Analysis of data collected from the survey, using SPSS software, revealed that most of the consumers of packaged milk products are not satisfied with the products available in marketplace and majority of them consider the quality of the packaged milk product as the most important criterion for making purchase decisions. Further, it was found that marital status, age and education influence how a consumer perceives packaged milk product, and health impact, offerings and availability are positively correlated with the perception of packaged milk product.