Consumer preference and dealer perception towards Amar dairy products in Akola city of Maharashtra

Abstract:

The present study was undertaken to identify the consumer preference towards Amar Dairy products and to study the advantages of selling Amar Dairy products in Akola city of Maharashtra state. The study is based on primary data collected from 90 selected consumers and 10 Amar Dairy dealers in Akola city through a well-structured schedule using the survey method during the academic year 2025-26. Frequency and percentage analysis was used to identify consumer preference, reasons for preference and purchase frequency, while mean score and simple ranking technique was used to identify the advantages perceived by dealers while selling Amar Dairy products. The results revealed that Gold Milk was the most preferred product among consumers (17.78%), followed by Lassi (14.44%) and Buttermilk and Dahi (12.22% each). Quality emerged as the major reason for preference (28.89%), followed by price and fat content (14.44% each). Daily purchase was the most common buying pattern, reported by 33.00 percent of consumers, followed by occasional purchase (27.00%). Among the advantages of selling Amar Dairy products, better profit margin ranked first (mean score 3.6, 72%), followed by high consumer demand (mean score 3.4, 68%), good product quality (mean score 3.1, 62%), brand image (mean score 2.8, 56%) and regular supply, which ranked last (mean score 2.0, 40%). The study concludes that Amar Dairy enjoys favourable consumer acceptance, with Gold Milk and quality-driven purchase behaviour dominating consumer choice, while dealers are primarily motivated by profit margin and consumer demand rather than brand image or supply regularity. The findings suggest that Amar Dairy should strengthen product quality and pricing strategy to sustain consumer preference, and improve dealer margins and regular supply to further motivate distribution partners.