Consumers' choice and preferences of dairy based products

BALAJI PARASURAMAN; PARMINDER SINGH; SHALINI NACHIMUTHU; VIDHYAVATHI ARUMUGAM; AJAY KUMAR

doi:10.56093/ijans.v91i11.118159

Authors

BALAJI PARASURAMAN Tamil Nadu Agricultural University, Coimbatore, Tamil Nadu 641 003 India
PARMINDER SINGH Tamil Nadu Agricultural University, Coimbatore, Tamil Nadu 641 003 India
SHALINI NACHIMUTHU Tamil Nadu Agricultural University, Coimbatore, Tamil Nadu 641 003 India
VIDHYAVATHI ARUMUGAM Tamil Nadu Agricultural University, Coimbatore, Tamil Nadu 641 003 India
AJAY KUMAR ICAR-National Agricultural Higher Education Project, New Delhi

https://doi.org/10.56093/ijans.v91i11.118159

Keywords:

Consumer choice, Consumer preference, Dairy products, Marketing mix

Abstract

Dairy is a preferred product in most of the households in various forms, ranging from milk, butter, curd to sweets, chocolates, hot beverages, etc. The aim of this study was to investigate the Consumer choice and Consumer preferences towards dairy products. In this study, more than twenty articles were collected and reviewed. Recently published articles were collected from the high impact factor journals consisting of the primary data related to dairy products. Based on this source, the objectives were framed and the results were obtained. The result obtained in this study showed that the major factor influencing the consumer towards dairy was the quality and nutrient content present in it. Socio-demographic characteristics also determined the consumer choices towards dairy-based products, especially the education and income level. And also, price plays a significant role in consumer choice in choosing dairy products followed by promotion in the marketing mix. The examination of consumer choice and preferences determined that quality and nutrient content were the major reason for influencing consumers.

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