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A DEMOGRAPHIC ANALYSIS OF CONSUMERS OF NANDINI DAIRY PRODUCTS WITH REFERENCE TO DHARWAD MILK UNION

  • Unique Paper ID: 172042
  • Volume: 11
  • Issue: 8
  • PageNo: 1750-1758
  • Abstract:
  • The dairy industry in India has experienced remarkable growth over the past few decades, driven by a combination of demographic, economic, and social factors. Among the key drivers of this growth are the escalating consumption patterns due to population expansion and rising income levels, alongside an increasing health consciousness among Indian consumers. The growing preference for dairy products as vital sources of essential nutrients, such as proteins, vitamins, and minerals, is leading to heightened demand for both traditional and value-added dairy products. Additionally, the impact of the COVID-19 pandemic has further shaped consumer behaviour, with consumers prioritizing milk and dairy products as nutritional supplements. The dairy industry has shown resilience in adapting to the disruptions caused by the pandemic, implementing flexible business models and optimizing supply chains to meet evolving consumer needs. Technological advancements have significantly reshaped the Indian dairy landscape. Emerging Business-to-Consumer (B2C) leveraging digital platforms for direct-to-home delivery models are disrupting traditional distribution channels, emphasizing convenience, quality, and personalization. These focus on premium, organic, and specialized dairy offerings, aligning with changing consumer preferences. At the same time, innovations in dairy farm management, milk processing, packaging, and cold chain logistics are enhancing product quality and ensuring supply chain efficiency. Additionally, there is a noticeable shift towards value-added dairy products such as flavoured milk, cheese, yogurt, and probiotic drinks, driven by health-conscious consumers and evolving dietary habits. This study aims to analyse the demographic profile and buying behaviour of consumers of Nandini Dairy Products from Dharwad Milk Union Limited, a key player in the Indian dairy industry. The first objective of the study is to assess the demographic characteristics of the consumers purchasing these products, including factors like age, income, education, and geographical location. The second objective is to examine the buying behaviour of these consumers, focusing on purchasing patterns, preferences for specific dairy products, and the factors influencing their buying decisions. Insights from this study are intended to assist dairy companies in refining marketing strategies, product offerings, and distribution models to cater to the growing and evolving consumer demands in the Indian dairy market.
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Cite This Article

  • ISSN: 2349-6002
  • Volume: 11
  • Issue: 8
  • PageNo: 1750-1758

A DEMOGRAPHIC ANALYSIS OF CONSUMERS OF NANDINI DAIRY PRODUCTS WITH REFERENCE TO DHARWAD MILK UNION

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