The marketing strategies are designed or tailored sometimes to bring up customer consumption. To earn the consumers’ patronage, in turn, and attempt to surpass the value additions made by competition. The retained consumer’s brand association ensures growth of the firm, for the reason the companies put optimized resources to position or reposition their brand or the specialized product in the market. Milk/ product brands like Aavin, Amul, have been indulged into controlling orientation of consumers under the influence of various psycho- demographic factors that govern their consumption cycle. The study with a convenience sample of 60 customers has aimed to identify these factors for brand Aavin in Palayamkottai, Tirunelveli to check with consumers about their brand loyalty, perception and patronage towards Aavin. Result show that despite loyalty of customers towards Aavin, they may switch to another brand, if made available for complete satisfaction after consumption. This study examines the socio-economic background, production practices, and challenges faced by milk producers who are members of dairy cooperative societies in Palayamkottai at Tirunelveli district, Tamil Nadu. It analyzes the role of cooperatives in supporting dairy farmers and evaluates their impact on income stability, production efficiency, and market access. Primary data was collected through structured questionnaires from a sample of dairy farmers across selected villages. The findings provide insight into how cooperative societies can be strengthened to better serve their members.

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