Perception Of Consumers Towards Dairy Products In Guntur District

Abstract

India is the world’s largest producer in terms of dairy products and its contribution was close to 149.28 million tones of milk. This research paper examines the perception of consumers towards dairy products in the selected Guntur district of Andhra Pradesh. The present study examines the factors of consumer preference towards dairy products in the study area and it analyzes the impact of identified socio- economic factors on consumer brand preference towards dairy products. The study further analyzes the impact of identified socio-economic factors on the perception score of the respondents satisfaction level towards various dairy products. The present research study admits descriptive research design and both primary and secondary data will be utilized for the study.Primary data was collected with the help of interview schedule and secondary data was collected from various publication sources. Selective Random sampling technique was applied in order to identify the sampling respondents for the study. The sample size selected for the study was 160.The Dairy product brands identified for the study were Vijaya Dairy, heritage Dairy, Sangam Dairy and Dodla Dairy products. The responses from the respondents were recorded on the 5-point Likert scale. The data analysis was conducted by the application of statistical tools like frequency, percentage, mean , standard deviation, Chi-square test and Kruskal Wallis test.The study concludes that there exists a significant difference between the age of the respondents and there exists no significant relationship between the monthly income of the respondents and their satisfaction level towards various dairy products.