A STUDY ON CONSUMER BUYING BEHAVIOUR TOWARDS AMUL PRODUCT IN MADURAI CITY
International Journal of Computer Science (IJCS) Published by SK Research Group of Companies (SKRGC)
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Abstract
This study examines the consumer buying behaviour towards products of Amul in Madurai. The main objective of the research is to analyze the factors that influence consumers in purchasing Amul products, such as price, quality, brand image, availability, taste, and promotional activities. The study also aims to understand consumer preferences and satisfaction levels regarding various Amul dairy products. Primary data were collected from consumers in Madurai city through structured questionnaires, while secondary data were gathered from journals, articles, and company reports.
References
1. Thangaraja, A. & C. Muthuraj (2024). A Study on Consumer Buying Behaviour Towards Amul Products (With Special Reference to Thoothukudi City) – examines consumer purchase patterns and behaviour. Article on Amul consumer buying behaviour, ShodhKosh Journal (Granthaalayah Publication)
2. Ziavuddeen, Dr. (2025). A Study on Impact of Advertising and Motivating Consumer Brand Preference in Amul Product (FMCG) – explores advertising influence on Amul preferences. Article on advertising & consumer preference (Amul) (IARJ)
3. Consumer Behavior Towards Amul’s FMCG Products (2025). International Journal of Management, Public Policy and Research – analyzes factors affecting Amul purchase decisions. Study on Amul FMCG consumer behaviour (IJMPR)
4. Trivedi et al. (2024). A Study on Consumer Opinion of Amul Fresh Milk Products in Anand City and Vidyanagar – investigates consumer perspectives on Amul milk products. Study on Amul fresh milk products consumer opinion (journaljsrr.com)
5. A Study on Consumer Buying Behaviour Towards Amul Products (Sathyabama University thesis) – research on buying behaviour with questionnaire data. PDF research on consumer buying behaviour (Amul) (sist.sathyabama.ac.in)
Keywords
Consumer Buying Behaviour, Amul Products, Brand Preference, Customer Satisfaction, Dairy Products Market, Madurai.
