IRACST – International Journal of Commerce, Business and Management (IJCBM), ISSN: 2319–2828
Vol. 4, No.1, February 2015
Consumer behaviour and perception towards selected dairy
products in selected cities of Gujarat
VISHITA KHANNA
1. ABSTRACT
In India, rural household consume almost 50
percent of total milk production. The remaining
50 percent is sold in the domestic market. Of
the share of milk sold in the domestic market,
almost 50 percent is consumed in fluid for, 35
percent is consumed as traditional products like
cheese, yoghurt and milk based sweets and the
rest 15 percent is consumed in the form of
butter, ghee, milk powder and other processed
diary products like baby foods, ice cream,
whey powder, casein, milk albumin, etc.
According to Indian Dairy Industry Analysis,
India is the world’s largest milk producer,
accounting for around 17% of the global milk
production.
The study was done in selected cities Gujarat
with the objective to study the problems that
consumer face when they make the dairy
products like dahi at home.
The study will facilitate the marketing of dairy
products by creating awareness about the
practices in dairy amongst consumers and also
will help to understand the difference in taste
and perception which varied from state to state.
Keywords: Making Curd, Household Practices
of making Dahi, Consumer Perception
 
2. INTRODUCTION
India ranks first in the world milk production,
which went up from 17 million tonnes in 1950-
51 to 140 million tonnes in 2013-14. The per
capita availability of milk has also increased
from 112 grams per day in 1968-69 to 290
grams in 2011-12.
The Indian dairy sector acquired substantial
growth momentum from the Ninth Plan
onwards achieving an annual output of 121.84
million tones milk during 2010-11.This
represents sustained growth in the availability
of milk and milk products for growing
population of the country.
The average per capita availability of milk is
290 gm/day in India in 2012-13
In India, dairying has been practiced as a rural
cottage industry since the remote past. Semi-
commercial dairying started with the
establishment of military dairy farms and co-
operative milk unions throughout the country
towards the end of the nineteenth century.
3. MATERIALS AND METHODS
The study was conducted through survey in the
assigned areas through direct interview with
consumers with the help of structured
questionnaire.Primary as well as Secondary
data were used to meet the objective of the
study.Primary data were collected from
consumers that make curd at home. Secondary
data were collected from magazines, books and
from websites.
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 IRACST – International Journal of Commerce, Business and Management (IJCBM), ISSN: 2319–2828
Vol. 4, No.1, February 2015

Research Design
4. RESULTS AND DISCUSSION
Sampling Method Fig 4.1 Number of family Members
The sampling method is Non-probability
sampling under which convenience sampling
technique were used.

Sampling Unit

Any Individual above who makes dahi, for end

consumption were interviewed from selected
cities of Gujarat and data were collected from
them.

Sample size

125 Respondents were selected from It was found that out of 200 respondents, 62%
Ahmedabad, Anand and Vadodara cities of were having 3 to 5 members in the family.
gujarat
Fig 4.2 Education of Respondents
Research Instrument:

Considering the nature of study as well as the

obtaining correct information from the
respondents, it was decided to collect
information through structured questionnaire
prepared with the help of subject literature and
research reports which can be modified as per
requirement.

LIMITATIONS OF THE STUDY:

• Respondents may give biased or false

information than the actual data.

• Selected sample may not represent

actual population.
During the survey it was found that 75% of the
respondents were having education atleast upto
graduation.

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 IRACST – International Journal of Commerce, Business and Management (IJCBM), ISSN: 2319–2828
Vol. 4, No.1, February 2015

Fig 4.3 Income Distribution of Respondents Fig 4.5 Percception about cost

During the survey, it was found that majority

During the survey it was found that 4/7th of the
respondents agree that homemade products are
Respondents were having income between the
less expensive.
range of 2.51 lakh to 5 lakh.
Fig 4.6 Perception about contamination
Fig 4.4 Source of Dahi consumed

Through survey it was found that the responses

of majority of respondents were neutral about
During the survey it was found that 49% of the the contamination in homemade dairy products.
respondents made curd at home only, 30% of
the respondents consumed purchased curd from
shop.

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 IRACST – International Journal of Commerce, Business and Management (IJCBM), ISSN: 2319–2828
Vol. 4, No.1, February 2015

Fig 4.7 Perception about unhealthy

Fig 4.9 Perception about freshness

It was found through survey that most of the

respondents disagreed to the fact that packaged
On an average, most respondents had the
dairy products are not good for health.
opinion that packaged dairy products are fresh

Fig4.8 Perception about difficult to

Fig 4.10 Perception about consistency in
digest
taste

During the survey, it was found that majority

of the respondents disagreed that packaged It was found that majority respondents believed
dairy products are difficult to digest. that packaged dairy products are consistent in
taste.

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 Table 4.1 Spearman correlation for– perception
IRACST International Journal of Commerce, Business and Management (IJCBM), ISSN: 2319–2828
Vol. 4, No.1, February 2015
cost contamination unhealthy digestion freshness consistency
cost Correlation 1.000 .305** -.090 -.047 -.261** -.098
Coefficient
Sig. (2-tailed) . .000 .204 .508 .000 .170

N 200 200 200 200 200 200

contaminat Correlation .305** 1.000 -.145* -.017 -.144* .092

Coefficient
Sig. (2-tailed) .000 . .040 .808 .042 .196

N 200 200 200 200 200 200

unhealthy Correlation -.090 -.145* 1.000 .549** .398** -.293**

Coefficient
Sig. (2-tailed) .204 .040 . .000 .000 .000

N 200 200 200 200 200 200

digestion Correlation -.047 -.017 .549** 1.000 .318** -.260**

Coefficient
Sig. (2-tailed) .508 .808 .000 . .000 .000

N 200 200 200 200 200 200

freshness Correlation -.261** -.144* .398** .318** 1.000 -.246**

Coefficient
Sig. (2-tailed) .000 .042 .000 .000 . .000

N 200 200 200 200 200 200

consistency Correlation -.098 .092 -.293** -.260** -.246** 1.000

Coefficient
Sig. (2-tailed) .170 .196 .000 .000 .000 .

N 200 200 200 200 200 200

** Correlation is significant at the 0.01 level(2 tailed)

* Correlation is significant at the 0.05 level(2 tailed)

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 IRACST – International Journal of Commerce, Business and Management (IJCBM), ISSN: 2319–2828
Interpretations:
a) A spearman’s rank order correlation
was run to determine the relationship between
perception about cost & contamination
(rs=0.305, p= 0.000), perception about
unhealthy & difficult to digest (rs=0.549, p=
0.000), perception about unhealthy & freshness
(rs=0.398, p= 0.000), perception about
difficulty to digest and freshness (rs=0.318, p=
0.000).Thuan s, we cconclude that there is a
moderate positive correlation which is
statistically of very high significance at 0.01
level of significance.
b) A spearman’s rank order correlation
was run to determine the relationship between
perception about cost & freshness (rs=-0.261,
p= 0.000), Perception about unhealthy &
consistency (rs=-0.293, p= 0.000), perception
about difficult to digest & consistency (rs=-
0.260, p= 0.000)., perception about consistency
& freshness (rs=-0.246, p= 0.000).Thus, we
conclude that there is a moderate negative
correlation which is statistically of very high
significance at 0.01 level of significance.
c) A spearman’s rank order correlation
was run to determine the relationship between
perception about contamination and perception
about unhealthy(rs=-0.145, p= 0.040),
perception about contamination & Reduction of Poverty: A Case Study of
freshness(rs=-0.144, p= 0.042) Thus, we
conclude that there is a weak negative
correlation which is statistically of high
significance at 0.05 level of significance.
CONCLUSION
The survey revealed about the perception of
packaged dahi and homemade dahi amongst
respondents based on various parameters like
cost, health, consistency, convenience, storage
time, etc.
 
Vol. 4, No.1, February 2015
It was revealed that the customers were
realising the difference in homemade and
purchased dahi and other dairy products but
they did not know the reason for this quality
difference was due to improper practices.
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Vol. 4, No.1, February 2015

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