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A Study on the Competitive Advantage of Aavin over its Rivals in the Salem Region: An Empirical Study


Affiliations
1 Prims, Periyar University, Salem, Tamilnadu, India
     

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India is the leading producer of milk in the world. It was in the year 1904 when the seed of cooperation was sown in India with the passage of first Cooperative Act. Since then Cooperative movement has made rapid strides in all fields of socioeconomic activities. Due to the White revolution there is a fierce competition among the dairy firms to increase their market share in India. Dairy Industry is undertaken by farmers to augment their income and it has been the source of livelihood for the rural masses. In Tamilnadu, Salem is the leading producer of milk and due to which many firms have started flooding in the market. It's to be noted that Aavin is the leader of the market in this region. It's because of the various attributes Salem consumers continue to be brand loyal to Aavin. This paper throws light on factors that promote the sales of Aavin and to highlight the competitive advantage has over its rivals.

Keywords

Competitive Advantage, Cooperative Movement, White Revolution
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  • A Study on the Competitive Advantage of Aavin over its Rivals in the Salem Region: An Empirical Study

Abstract Views: 286  |  PDF Views: 0

Authors

R. Subramaniya Bharathy
Prims, Periyar University, Salem, Tamilnadu, India
R. Ramesh
Prims, Periyar University, Salem, Tamilnadu, India
S. B. Inayath Ahamed
Prims, Periyar University, Salem, Tamilnadu, India

Abstract


India is the leading producer of milk in the world. It was in the year 1904 when the seed of cooperation was sown in India with the passage of first Cooperative Act. Since then Cooperative movement has made rapid strides in all fields of socioeconomic activities. Due to the White revolution there is a fierce competition among the dairy firms to increase their market share in India. Dairy Industry is undertaken by farmers to augment their income and it has been the source of livelihood for the rural masses. In Tamilnadu, Salem is the leading producer of milk and due to which many firms have started flooding in the market. It's to be noted that Aavin is the leader of the market in this region. It's because of the various attributes Salem consumers continue to be brand loyal to Aavin. This paper throws light on factors that promote the sales of Aavin and to highlight the competitive advantage has over its rivals.

Keywords


Competitive Advantage, Cooperative Movement, White Revolution

References