Abstract

The present study clearly state that to know the markets strategy of heritage
milk and milk products and customer relation with brand. The study is an
attempt to what is the exact expectation of consumers 1for heritage products.
Interest in heritage cereals is increasing among consumers, bakeries and
farmers, and the trends point towards the local production of crops and
connect to sustainability. . Heritage cereals have shown a higher resilience than
modern varieties and have the potential to supply the market with alternative
products that have an attractive cultural background. Delicious and nutritious
products based on heritages cereals have a growing market potential Bread and
pasta are the most consumed products and are regarded as the most popular
future products to be based on heritage cereals. The most essential factors in
bread are taste and flavour, followed by freshness and texture. The origin of the
cereal and its health aspects are important; women are more concerned about
the origin than men, while older consumers are more concerned about health.
Older consumers are also more willing to pay extra for heritage cereal than
younger consumers.
Keywords: heritage cereals; consumer attitudes; preferences and awareness.

Introduction
Today’s consumer trends are moving more towards the local and regional
production of crops (e.g., ancient or heritage crops), mainly due to a rising
interest in sustainability . It has been shown that the taste experience of a
product is of the greatest importance to the consumers. Furthermore, product
claims, such as ancient, natural, organic, or local, are the most likely to have a
positive impact on the consumer’s preference and/or choice . High acceptability
has, for example, been shown for breads containing Kamut or spelt. Despite the
numerous genetic and historical data on the origins of agricultural products,
there is no universal definition for modern and older cereals. Ancient cereals,
according to Giambanelli (2013), are represented by populations of primitive
cereals, which were not subjected to any modern breeding or selection
processes. What are today named as landraces were originated by farmers
using natural selection, consequently saving various seed types year after
 year.For convenience, in this paper the term “heritage cereals” is meant to
include ancient cereals, landraces and older varieties.
The pursuit of higher yields and the industrialisation of agriculture over the past
150 years, meant that heritage cereals were lost from many parts of the world.
For future sustainability, there is a need to build up resilient agricultural systems
Heritage cereals have shown more resilience to drought or other extreme
weather circumstances than the modern varieties, which in turn might contribute
to a robust agricultural system. Storytelling is highly important for heritage
cereals and their growers and is an influential “trademark”. These short supply
chains aim to redefine the producer–consumer relationship in terms of
providing knowledge of the origin of the food. In the case of Sweden, several
initiatives promoting a direct contact between producer and consumer have
emerged, with examples such as “Farmer’s market”, “Local Food Nodes” and
“REKO-rings”
Encouraging the production and consumption of heritage cereals is in line with
the Swedish food strategy and the current government goal to increase organic
food production. Cereal-based food products constitute a large and central part
of the human diet and ancient cereals are suggested to possess
health-promoting effects due to their unique nutritional content. Thus, the
development of delicious products based on these ancient cereals may enhance
the large market potential as well as boost the consumption of whole grain.

OBJECTIVESOFSTUDY
1. To study the impact of current marketing strategy.
2. study the brand positioning of the products.
3. To study the consumer preferences.
4. To know the source of awareness about the new products that comes in to the
market.
5. To know the satisfaction level of the customers about the products.
COMPANYPROFILE
Heritage is the first dairy company in southern India to have been awarded the
ISO 9001 certification for implementing quality system in processing packing
and selling of liquid milk at its plant at Marketplace, sales office and registered
office at Hyderabad. Today heritage feels that the ISO certificate is not only an
epitome of achieved targets but also a scale to identify and reckon what is yet
be achieved on a continuous basis. Over the years, heritage has built for itself
stimulating work culture that empowers its people promotes team building and
encourage new ideas.

RESEARCHMETHODOLOGY
The present study has been made to analyze the customer attitude towards
heritage milk and milk products in Tirunelveli city and analyze the measurement
of customer attitude. The present study is based on both primary data and
secondary date relating to heritage milk and milk products of Tirunelveli city.
The secondary data were collected from articles, news papers, and related
websites. The primary data have been collected from two hundred respondents
visited at house. The survey was based on a direct interview and the responses
are obtained through questionnaires. The city selected is Tirunelveli and
probability sampling was adapted to conduct the survey. The data collected
was analyzed with the help of the statistical tools like one – sample, chisquare
test and weighted average method.

Aim
The aim of this study was to investigate and analyse consumers’ awareness,
attitudes and preferences towards heritage cereals. A further aim was to study
whether consumers differing in academic and geographic backgrounds varied
in the mentioned aspects while taking age and gender into account.
MaterialsandMethods
Swedish consumers from two different academic institutes in Sweden
were invited to answer a questionnaire concerning awareness, attitudes and
preferences towards heritage cereals. The academic locations were the
Swedish University of Agricultural Sciences (SLU), which is a university with
disciplines focusing on primary agricultural production, and Kristianstad
University (HKR), which is Foods 2020, 9, 742 3 of 13 a university with a
multidisciplinary focus. The participants had to be affiliated with one of the
universities, either as a student or as an employee. Participation was
anonymous and voluntarily. To gain enough data for reliable statistical
calculations, a minimum number of 100 adult consumers from each academic
location aged 18 years or older was aimed for during the recruitment process.

StatisticalEvaluation
The collected questionnaire data were processed using descriptive and
analytical statistics. Mean values and standard deviations were calculated. A
multiple comparison test was performed by one-way ANOVAs in conjunction
with Tukey’s Post-Hoc Tests to compare groups of consumers. For observed
frequency data, a chi-squared test was performed to determine the level of
significant differences between the expected frequencies and the observed
frequencies.

LIMITATIONSOFTHESTUDY
 Area selection had to be done on a random basis. Convenience was also
being considered. Hence, there were a few areas in the outskirts of the city
that could not be visited.
 Time constraint was the biggest limitation. The study had to be completed
within 27 days.
 Validity of information obtained from the customer was a major drawback.
 CONCLUSION
It is marketer’s duty to satisfy customer to sustain competition and to
keep customers with them. Customers play a vital role in today‘s marketing
corporate world. Customer’s expectation and their interests are not constant. They
keep changing the requirement of the customers should be identified to satisfy
them. This study will help company to identify customer‘s needs regarding the
product category and brand to discover the mind of consumers. This study also
focuses the promotional strategy to make brand to reach the customers. Totally,
the study provides the insights about marketing king. The study will surely help the
company to identify the requirement of customers in milk and milk products and to
full fill them this present study will help the company to frame strategy in order to
increase the sale of heritage milk and milk products.