Journal of Marketing and Sales Management

Authors:-Shakuntala S. Shete, Vaibhav Veeragoudar

Abstract:-Milk and milk products is an essential commodity for consumers. Though the taste of milk as such cannot be changed to satisfy consumers taste, the quantity of the package can be changed as per the needs of the consumers. Milk industry needs to focus on milk products to increase their profits by changing the taste by adding flavours and the quantity. Line extension is key word for industries in which they produce the large number of products under same brand, when the consumers need a change in product they make a line extension of those products which are on high demand in the market. In this study consumers are in need of different flavours in the same products. Thus evaluation is done on consumer opinion on line extension of products.