A study on consumer preference towards shrikhandwala products, Nagpur

Abstract:

This study examines consumer preference towards the products of Shrikhandwala, a dairy brand based in Nagpur, with a focus on the socio-economic profile of consumers, their flavour preferences, and the major factors influencing their purchase decisions. Primary data were collected from 90 consumers and 2 retailers through structured questionnaires and personal interviews, and were analysed using percentage analysis, mean score, and ranking techniques. The results show that consumers in the 26-50 years age group, largely graduates from nuclear, middle-income families, form the primary customer base, with business owners and students as the leading occupational groups. Mango and Classic Elaichi emerged as the most preferred flavours, and the 450 gm pack was the most popular pack size. Taste, product quality, and effectiveness were identified as the strongest drivers of satisfaction, while packaging and product-instruction labelling received comparatively neutral ratings, indicating scope for improvement. Retailers reported strong satisfaction with product demand, supply, and availability, but only moderate satisfaction with trade margins and profitability. The findings offer practical implications for product development, packaging redesign, and consumer-focused marketing strategies for Shrikhandwala and similar regional dairy brands.