Consumer buying behavior of different packaged milk brands in Prayagraj district, Uttar Pradesh

Abstract:

This research study analyzes the marketing and consumer buying behavior of various packaged milk brands in Prayagraj district, Uttar Pradesh. The aim is to explore consumer preferences, evaluate existing marketing channels, and identify the factors influencing consumer decisions in selecting packaged milk. A structured questionnaire was used to collect data from 100 consumers across urban and semi-urban areas. The study utilized statistical tools like percentage analysis and Garrett's Ranking Technique to understand consumer preferences and the major constraints faced by them. The findings revealed that Amul and Sudha are the most preferred brands due to their availability, perceived quality, and reasonable pricing. The majority of respondents purchase milk from retail outlets due to accessibility and trust in the brand. Quality, brand image, packaging, and price are the most critical factors influencing consumer choice. Constraints such as adulteration fears, irregular supply, and lack of proper labeling were identified as major issues by respondents. The study recommends that companies invest in enhancing supply chain efficiency, build brand trust through transparent practices, and educate consumers on milk safety standards. These steps would help improve consumer satisfaction and loyalty in the competitive packaged milk market of Prayagraj.