Dynamics of Consumption, Decision and Preferences in Branded Dairy Sector in India

Abstract

The study explored the dimensions of consumption characteristics, decision aspects, and consumer predilection to determine the mechanics of the dairy industry that is experiencing a marked transformation concerning indigenous players, and new and potential entrants besides expansion in product categories. The results of the study entailed that consumers' awareness is at rock bottom regarding the presence of branded dairy marketers and they are ignorant of different categories of dairy products available in the market. The marketers must escalate the communication efforts to enter the consideration set of buyers. A thorough understanding of the target market through marketing research is pivotal to gaining acquaintance with the food habits of the market which is indispensable for devising elegant communication strategies. The time is ripe enough for the indigenous marketers to gear up and intensify the marketing campaign else they may be knocked out by foreign dairy companies who have already started making inroads into the Indian dairy market.