A STUDY ON CONSUMER DECISION TOWARDS PURCHASE OF DAIRY PRODUCTS: A CASE STUDY OF BERHAMPUR

ANITA KUMARI PATRA

Abstract


Traditional marketing concept imparts that the products were made to be sold to the customers, whereas the modern marketing practices emphasize on identifying the needs of the customers and then starts the manufacturing process. It aims at improving business performance through an understanding of the customer’s preferences and desires. In today’s world of growing competition where there are numerous brands selling the same products, consumers have an abundant number of choices and many diverse factors influence upon their buying decision of any products.

The descriptive study assessed consumers’ preferences, which play a crucial role on their buying behavior. The aim of the study is to identify different variables on consumer decision on purchase of dairy products available in Berhampur. These variables include packaging, cost, availability, ingredients, product popularity, product quality, product taste, etc. It also depictspreferences andlevel of satisfaction of the respondents regarding their usage of dairy products


Keywords


Dairy Products, Consumer Buying Decision, factors influencing purchase of dairy products, consumer behavior.

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