Demographic perception of customers towards dairy marketing practices: An empirical study

Abstract

Purpose: This study aims to investigate the impact of dairy marketing practices on customer preferences.
Theoretical Framework: However, studies have been done related to customer preference in other regions and this study is framed to investigate the impact of dairy marketing on customer preferences.
Design/Methodology/Approach: In this study, the researcher used non-probability sampling techniques by judgmental sampling for data collection. Using a survey questionnaire, data were collected from 180 respondents using dairy products, and the SPSS version 25.0 is castoff as an analytical tool in this research.
Findings: It has been found that consumers prefer the price, quality, and location of the brands because consumers are using dairy products regularly and want good quality, price and easy availability of the goods.
Practical and Social Implications: Future studies can be considered towards the other indicators for the customers and dairy operations and also the researchers conduct the study with more sample size, diverse location, and also with other brands of dairy and future researchers can also analyze the impact of profitability on customer choices to get better and more accurate results.
Implications/Originality/value: It is concluded that customer preferences is the one dimension that changes due to the changes in customer needs and wants and the level of satisfaction provided by the products they were using and also through the product selling done by the different dairy brands.
Background of the study: India has been the foremost producer and consumer of dairy products wide-reaching since 1998 with sustained growth in the availability of milk and milk-related products. Dairy activities form a vital part of the rural Indian economy, serving as an important source of employment and income. However, the milk production per animal is significantly low as compared to the other major dairy producers. Furthermore, nearly all of the dairy products in India are consumed domestically, most of which are sold as fluid milk. The Indian dairy industry grips great potential for value-addition and complete development. The dairy industry is extremely focused on a diverse portfolio of dairy products in India. The major distribution channels of the dairy industry are autonomous retailers, the non-organized segment for its revenue shares.