Consumer buying behaviour towards branded butter in Rajkot City of Gujarat

Abstract:

Consumer buying behaviour towards branded dairy products has changed considerably due to growing awareness of product quality, food safety, hygiene, and brand reliability. Branded butter, as a value-added dairy product, has witnessed increasing demand in urban markets. The present study was undertaken to analyse the buying behaviour of consumers towards branded butter in Rajkot city, Gujarat. The objectives were to examine the socio-economic profile of consumers, analyse their purchasing behaviour, identify the factors influencing purchase decisions, and assess the constraints faced while purchasing branded butter. The study was based on primary data collected from 100 consumers through a structured and pre-tested questionnaire using a convenience sampling technique. The data were analysed using descriptive statistical tools, namely frequency, percentage, and tabular analysis. The results revealed that the majority of respondents were female (62%), belonged to the 36–45 years age group (38%), were graduates (35%), engaged in salaried employment (57%), and belonged to nuclear families (78%). Amul was the most preferred butter brand (48%), followed by Gowardhan (28%). Hypermarkets (48%) and quick-commerce platforms (29%) were the major purchase channels, while weekly purchasing (45%) and the 100 g pack size (58%) were the most preferred. Product quality, taste, brand reputation, and availability were the key factors influencing purchase decisions, whereas product availability and packaging issues were the major constraints. The study concludes that consumers in Rajkot exhibit a strong preference for branded butter due to perceived quality, brand trust, and convenience. Dairy companies should focus on maintaining consistent product quality, competitive pricing, attractive packaging, and efficient distribution to enhance consumer satisfaction, strengthen brand loyalty, and improve market competitiveness.