ANVESHAK-International Journal of Management

Rakhee Mairal Renapurkar ¹, Anita D’souza ², Sudhakar B. Ingle ³

Affiliations
1 Department of Management, Badruka College PG Centre, Kachiguda, Hyderabad–27, IN
2 Department of Commerce, Badruka College PG Centre, Kachiguda, Hyderabad–27, IN
3 R.S. Mundle, Dharampeeth Arts and Commerce College, Nagpur–10, Maharashtra, Affiliated to Rashtrasant Tukdoji Maharaj Nagpur University, IN

Abstract

Today's customer is being greatly influenced by the media; especially, electronic media. Technological developments in the field of information, biotechnology and genetics, and intensive competitions in all products and services are also impacting consumer choices. Consumer behaviour involves the psychological processes that consumers go through in recognizing needs, finding ways to solve these needs, making purchase decisions (e.g., whether or not to purchase a product; and, if so, which brand and where), interpret information, make plans, and implement these plans (e.g., by engaging in comparison shopping or actually purchasing a product). The present study is being taken up to understand the perception that customer holds and characteristics which the consumer relates or links with milk brands and products, while purchasing them. A few of these products are essential in our day-to-day life, like milk, curd and ghee; a few others which are used optionally are paneer, ice cream, fresh cream, cheese and butter. The study tries to understand whether the purchasing patterns of customer changes with respect to their salary, if not based on the brand which they prefer. Study focused to understand how the customer zeros in on a brand by checking and experiencing the characteristics associated with the product. For the purpose of analysis, a sample of 100 respondents were chosen to study the purchasing behaviour and patterns of respondents, or customers. Descriptive research design and simple random technique were adopted. For collection of data, a well-structured questionnaire was administered on the respondents. Percentage method, ANOVA and chi-square test are used to understand if there is any relation between their behaviour, salary and the brand which they use. It is observed that there is no significant difference in purchasing behaviour with respect to salary but there is difference in purchasing behaviour with respect to brand.

Keywords

Consumer Perception, Consumer Behaviour, Milk Brands and Milk Products.

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