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@article{194977,
        author = {Pralochana R and Kavitha N},
        title = {A Study on factors influencing purchase decision of Yogurt among urban consumer},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {10},
        pages = {6862-6865},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=194977},
        abstract = {Yogurt is a fermented dairy product widely used as a functional food due to its ability to deliver bioactive compounds that promote health. It is produced by fermenting milk with specific bacterial cultures, primarily Lactobacillus delbrueckii subsp. bulgaricus and Streptococcus thermophilus, which not only transform the milk but also influence the nutritional and functional properties of the final product. There is significant growth in Yogurt segment in both Indian and foreign Market. The demand of Yogurt rise due to the marketing and demand for value added dairy product. The market is segmented on basis of demographic details, geographical classification and consumer preference towards a product. Each product development under goes a stage where the product is tested for consumer preference if approved, it is launched to market if not, modifications are made to alter the product that makes the consumer like it. The one of the key ways to analyse the consumer preference is survey. Hence the study conducted is to the study Urban area consumer preference on yogurt in hypermarket, department stores and other retail shops for assessing the factors influencing purchasing decision of consumer and resulted that the most influencing factors are Price and Marketing where the core market involve Adult and Middle-aged adult.},
        keywords = {Yogurt, Market growth, Consumer preference, Survey},
        month = {March},
        }