A Study on Consumer Purchase Intention Towards Diary Food Products With Reference to Chennai City

The study focus on consumer preference Towards dairy food products. The study identifies and concentrate on variety of dairy food products such as milk, butter, ghee etc. the research reveal that the consumer has various purchase intention such as perceived quality, price, customer satisfaction, brand image. The study also identifies the nutritional values which was contained in the dairy products as the major reason for the consumer preference for towards the dairy products. The study was adopted the convenience sampling method with different age groups among 100 consumers as respondents