Impact Factor

7.883 Call For Paper

Share on

Author(s):

M. Kalaivani | Dr. S. Senthil Kumar | Dr. S. Prakash
Keywords:

Brand Image, Vijay Dairy, Consumer Satisfaction, Dairy Products, Brand Awareness, Product Quality, Promotional Strategy.
Abstract:
Brand Image Greatly Affects Customer Buying Behavior And Helps Companies Build Trust And Loyalty In The Dairy Industry. This Study Focuses On The Brand Image Of Vijay Dairy And Farm Products (P) Ltd, Aiming To Identify Factors That Influence Customer Preference And Satisfaction. Key Areas Of Focus Include Consumer Awareness, Product Quality, Price, Packaging, Hygiene, Promotional Strategies, And Overall Satisfaction With Vijay Dairy Products. We Used A Descriptive Research Design For This Study. Primary And Secondary Data Were Gathered From 120 Respondents Through A Structured Questionnaire And Convenience Sampling. Statistical Analysis Tools Such As Simple Percentage Analysis, Chi-Square Analysis, Correlation, And ANOVA Were Employed To Evaluate The Data. The Findings Show That Most Consumers View Vijay Dairy Products Positively, Especially Regarding Quality, Hygiene, Attractive Packaging, And Reasonable Pricing. TV And Promotional Campaigns Played A Significant Role In Raising Brand Awareness Among Consumers. The Study Concludes That Maintaining Quality Standards And Boosting Promotional Efforts Can Further Enhance Customer Satisfaction, Brand Loyalty, And The Overall Image Of Vijay Dairy And Farm Products (P) Ltd.