Vol. 7, Issue 10, Part H (2025)

The present study was undertaken to analyse consumer behaviour, attitudes, satisfaction levels and perceptions towards dairy companies’ products in Parbhani district, with special reference to Hatsun, Amul, Natural and other local brands (i.e. Thorat milk, Godavari, Gokul, Quality Walls, Krushna dairy, etc.). The study focused on attributes such as taste, quality, price, availability, brand trust, and factors influencing purchase decisions. Primary data were collected from 150 consumers through personal interviews using structured questionnaires. The results revealed that consumers rated taste and quality of dairy products very positively, while moderate ratings were given for price, availability and brand trust. Among the brands, Amul and local companies were preferred by (31.33 per cent) of respondents each, followed by Hatsun (25.33 per cent) and Natural (12.00 per cent). Overall, 84.00 per cent of consumers were satisfied with the products. Satisfaction analysis indicated that “others” (local companies) recorded the highest weighted mean score (3.88), followed by Hatsun (3.71), Amul (3.57) and Natural (3.56). The factors influencing purchase differed across companies: brand trust dominated for Amul, easy availability for Hatsun and Natural, and quality for local companies. Awareness levels were highest for local companies (100.00 per cent) and Amul (72.67 per cent), while Natural had low brand awareness (48.67 per cent).