A STUDY ON CONSUMER BEHAVIOUR TOWARDS THE BRANDED MILK AND MILK PRODUCTS IN TIRUPATI CITY OF ANDHRA PRADESH
Loading...
![Thumbnail Image](assets/images/Item.jpg)
Date
2024-02-07
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Acharya N G Ranga Agricultural University
Abstract
The present study entitled “A study on consumer behaviour towards the branded
milk and milk products in Tirupati city of Andhra Pradesh” was undertaken mainly to
analyse about the consumer preference and buying behaviour with the reference to
branded milk and milk products, factors influencing consumer behaviour of branded milk
products and Constraints faced by the consumers while purchasing branded milk and milk
products. Tirupati city was purposively selected for the study being an important Tier-II
city in Rayalaseema region of Andhra Pradesh with growing population. Twelve wards
were selected at random from each ward constituted the sample size of 120.The
information related to the present study was collected using a well-defined schedule
through personal interview method during the agricultural year 2020-21. The statistical
tools employed were percentage analysis, Garrett ranking technique, Factor analysis
(Data Analysis using SPSS software). Socio-economic characteristics played a significant
role in purchasing behaviour of branded milk and milk products. Age group particulars
revealed that major role in buying behavior of branded milk and milk products was
attributed to consumers aged between 36-55 years. Gender particulars revealed that
majority (54%) of the respondents were males. Men over-weighted women in decision
making process in purchase of milk. 96 per cent of the married had a dominant role to
play in decision making process
The empirical findings of the study revealed that Heritage is most preferred brand
both in milk and milk products among the consumers. Majority of the consumers
purchased branded milk in quantities of half litres packets and above while branded curd
450 gms. Source of purchase of branded products was retail stores for milk and curd while
it was super markets in respect of branded butter (200 ml), butter ghee (500 ml ) and
branded paneer (200gms)The results of factor analysis inferred that the consumer
behaviour of branded milk and milk products were influenced by five factors namely
consumer preference factor ( Family, advertisement, quality, offers, package design,
hygienically produced and fat content), Product attributes factor (Price, Flavor, brand
xi
Image) Perishable factor(Freshness, appearance), Referral factor(Friends and relatives ,
wide products and availability) and Convenience factor(Required quantities, Texture).
Constraints identified through Garrett’s ranking based on mean score were in
order of Lower shelf life occupied the first rank(I); High price adjusted second rank(II)
Unsuitable quantities occupied the third rank (III), Need to travel long distance was
positioned at fourth rank (IV), followed by Poor Packaging was ranked fifth (V), Lack of
information was ranked sixth (VI), Non-availability of products was ranked seventh(VII)