Branding is the solution for product differentiation in Indian Dairy Industry

Abstract

The study was designed to investigate the influence of Milk brand rating and different dimensions of milk brand. The study covers the population includes 325 consumers from Tamilnadu, who are all using branded milk. The questionnaires were given to 500 consumers who are all using branded milk. Out of 500 consumers contacted, 325 questionnaires were received with required coverage and details. The participants completed the two sets of self-reported questionnaires, including Background characteristics and variables chosen for this study in order to measure the influence of branded milk are the Salience, performance, Imagery, Judgment, Feelings and Resonance. The collected data were computed and analyzed via Descriptive statistics and one -way ANOVA.The findings of the study were generalized as follows: Statistically significant differences were found in the Milk brand rating and the different brand dimensions like Salience, Imagery ,Judgment, feelings and resonance and there is no statistically significant difference in dimension performance and Milk brand rating. In the end of the study implications and conclusion were provided.