Vol. 10, Special Issue 11 (2021)

Author(s):
Ch Rama Devi, Dr. N Sunanda, NT Krishna Kishore and Dr. G Mohan Naidu

Abstract:
The present study entitled with “constraint analysis of consumer buying behaviour of branded milk and milk products’’. Tirupati city was purposively selected for the study and the top 12 wards were selected based on highest population and 10 consumers selected with a sample size of 120 consumers The information related to the present study was collected using a well-defined schedule through personal interview method and it pertained to the agricultural year 2020-21. The constraints of the consumers were ranked using Garrett analysis on the basis of mean score in descending order are lower shelf life is major constraint (Rank I), High price (Rank II), Unsuitable quantities (Rank III), Travel to long distance (Rank 1V), Poor Packing (Rank V), Lack of information (Rank VI) and least ranked non- availability of products (Rank VII).