A Study on Dairy Products – A Case Firm at West Godavari District of Andhra Pradesh

The Indian dairy sector plays a vital role in Indian economy and has been showing a tremendous milk production over these 40 years in terms of milk production with the record of largest producer and consumer of dairy products. Milk and milk products are most demanded fast moving consumer goods in the consumer and as the demand increases, still consumers facing lot of problems in buying dairy products. So, this study investigates the constraints faced by dairy consumers and also finds the relationship between consumer’s income level and expenditure on dairy products in west Godavari district. The study area was purposively chosen for west Godavari district, Andhra Pradesh with 120 respondents. Garrett ranking and percentage analysis were used to analyze the data for this study. The study found that consumers income level of customer having significant relationship with expenditure on dairy products. The study also conclude that major constraints faced by customers was non availability of door delivery.