• M. NAGA SANDHYA

Milk has become the staple food for majority of the Indians. Keeping in view of its nutritional values, the importance for consumption of milk and milk products has gained importance. Intermediaries act as a connecting link between the milk producers (marketers) and consumers. Intermediaries play an important role in pushing a brand or in holding a brand. The preferences of intermediaries need to be known and analysed. Unless our channel partners preferences are met, we cannot expect him to deal with the brand. Their satisfaction levels towards the brand with which they are dealing are more important. If the intermediaries are satisfied, they can promote the product with more confidence and at the same time if they are not satisfied they may not suggest the brand to the consumers and also that they may shift to deal with other brands. Hence, it is at this juncture, an analysis of intermediaries satisfaction levels towards milk brands has been taken up.

Brand Satisfaction, Milk Brands, Branded Milk, Milk Brand Intermediaries.

"“Satisfaction Levels of Milk Dealers : A Study of Kurnool District in Andhra Pradesh”", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.10, Issue 11, page no.c268-c275, November-2023, Available :http://www.jetir.org/papers/JETIR2311237.pdf

"“Satisfaction Levels of Milk Dealers : A Study of Kurnool District in Andhra Pradesh”", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.10, Issue 11, page no. ppc268-c275, November-2023, Available at : http://www.jetir.org/papers/JETIR2311237.pdf