A STUDY ON THE OPPORTUNITIES AND MARKETING EFFECTIVENESS IN DAIRY INDUSTRY WITH SPECIAL REFERENCE TO SALEM DISTRICT

Mr Muralidharan
2015 Peer Reviewed Journal International Journal of Multidisciplinary Research Review   unpublished
Dairy activities have traditionally been integral to India's economy. The country is the world's largest producer of dairy products and also their largest consumer. Almost its entire produce is consumed in the domestic market and the country is neither an importer nor an exporter, except in a marginal sense. With the sustained growth of the Indian economy and a consequent rise in the purchasing power during the last two decades, more and more people today are able to afford milk and various
more » ... ilk and various other dairy products. This trend is expected to continue with the sector experiencing a robust growth in demand. With the emergence of numerous small scale to medium scale dairy processors, the market has become more competitive. In this competitive market, the diary firms are facing a challenge of winning the customers loyalty .The success of the marketers and dairy processors will very much depend on how successfully they can win consumer confidence in their products. This calls for knowledge and skills in marketing techniques. The channel of distribution plays an important role in this aspect. The channels are the links between the manufacturers and the consumers. They perform various marketing functions such as transportation and retailing. There are several categories of players in the marketing channel and each link has to be effectively functioning so that the customers can avail satisfaction. Thus this article throws light on the effectiveness of marketing channel on Dairy industry with reference to Salem District in Tamilnadu. The study also helps to identify the drivers which will enhance the effectiveness of marketing channels in the Salem Dairy sector.
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