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Consumer Perceptions towards Organized and Unorganized Dairy products in India
| Content Provider | Semantic Scholar |
|---|---|
| Author | Karthik, E. Krishna Revathi, T. Babu, N. Giri |
| Copyright Year | 2016 |
| Abstract | Dairying is a centuries-old tradition for millions of Indian rural households; domesticated animals have been an integral part of the farming systems from time immemorial. The Indian dairy industry achieved a healthy growth in its operations in the past decade. Eighty percent of milk is marketed through the highly fragmented un¬organized sector, which includes local milk vendors, wholesalers, retailers, and producers themselves. The emergences of private companies and co-operatives have tapped only twenty percent of share in the organized dairy market. To face the stiff competition more professional approach is needed in marketing the dairy products. The present study majorly focuses on the consumer perceptions and preferences in buying dairy products from organized and unorganized markets. Understanding these preferences both organized and unorganized players can know the consumer mind in a better way thereby their strategies can be improved. A convenience and quota sampling was used in obtaining responses to the questionnaires. 600 questionnaires were distributed and collected from three major urban areas (towns) and six semi urban areas (mandals) of Chittoor district. The responses collected were analysed with particular focus on the demographics of the respondents, their perceptions toward various factors that influence purchasing decision of the consumer with respect to the dairy products from organised and unorganised sector. Thus, the present research output could provide some important information to the producers, retailers and marketers of dairy products, and this information could be used to develop the deterministic marketing tactics and strategies for both organized and unorganized sector. |
| File Format | PDF HTM / HTML |
| Volume Number | 5 |
| Alternate Webpage(s) | https://www.theinternationaljournal.org/ojs/index.php?journal=tij&op=download&page=article&path%5B%5D=4875&path%5B%5D=pdf |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
