Cultivating Choice: Analyzing Consumer Preferences and Market Opportunities for Branded Dahi in Surat City

Description

Page: 383-388

Ramandeep Singh¹ and Alpesh K. Leua² (Agribusiness Management, IABM, SKRAU, Bikaner, Rajasthan¹ and Department of Social Science, Aspee College of Horticulture, NAU, Navsari, Gujarat²)

This study mainly focused on consumer behaviour related to packaged branded Dahi in Surat City. The study was carried out in Surat City by surveying 200 respondents. For this study, primary data were collected from consumers with the help of a schedule and secondary data were collected from the company website and reports of the organization. The purposive sampling method was used for surveying 200 consumers of Surat City who consumed Dahi. Surat Milk Union Limited (SUMUL) deals with the various products of different sections. It has a wide range of milk and milk product sections. This study will be helpful for organizations to understand consumer preferences and factors affecting the purchase of this product. Also, this study will be helpful to the company to target its customers by understanding Consumer behaviour and factors affecting their consumption Factors affecting the buying behavior of people are mainly quality, followed by availability, price, and taste. Thus, SUMUL can increase its market share given that it takes appropriate strategies to capture the market and win the confidence of people for Branded Dahi. Overall, there is a positive environment for SUMUL which should be utilized by capturing and increasing market size through proper understanding of consumer buying behavior and factors affecting it. Most of the respondents buy Dahi from retailers and parlors nearby them, so the company should focus on increasing the number of parlors and distribution to retailers. Several portals provide home delivery in some areas, the company can also focus on the online portal or sell their products on already existing portals, which ultimately enhances the sale and inventory management.