Consumer Behaviour Regarding BrandedMilk vis-a-vis Unbranded Milk
Sandeep Singh Virdi* Dyal Bhatnagar** Hardeep Kaur*
Punjab School of Management Studies, Punjabi University, Patiala, Punjab (India)
University School of Business Studies. Punjabi University Guru Kashi Campus.Talwandi Saba, Dist. Bathinda. Punjab (India)
AbstractIndia's dairy market is multi-layered. It's shaped like a pyramid with the basemade up of a vast market for low-cost milk. Consumers while purchasing dairy productslook for freshness, quality, taste and texture, variety and convenience. How to make milk and milk products affordable for the large majority with limited purchasing power is essenceof the challenge in the present scenario. In contrast, with a constant increase in disposableincomes among the strong middle income class also, the scope of marketing of milk haswidened. Since the consumers are not homogeneous, the consumption pattern of milk likequantum of purchase, mode of purchase, source of purchase, brand preference etc., iscontinually varying. Dairy companies, particularly in Punjab, will have to spend lot of effort on advertising and other promotional activities. Milk companies are also advised tostrengthen their supply chain and other logistics and use intermediaries to promote andmake their products available to the end consumer.The socio-economic profile of the consumers, viz. income status, occupationalposition, educational level, age and region are the major determinants of the consumptionpatterns of milk. Hence, the concentrate of the present study will deliberate on the profileof consumers, their consumption pattern in milk consumption and its correlates.
During the last three decades, our nation's milk producers have transformedIndian dairying from stagnation to world leadership. During this period and before,