Academic journal article International Journal of Education and Management Studies

Comparative Analysis between Household Classification and Consumer's Perception of Branded Dairy Product

Academic journal article International Journal of Education and Management Studies

Comparative Analysis between Household Classification and Consumer's Perception of Branded Dairy Product

Article excerpt

Those days are gone when product is the main concern for the firms, now the place of king in the market has been taken by the customers. Customers are the pivotal of every business activities taken by any firm. Dairy industry is not far from this concept. It also takes customer as a centre attraction. Various products produced by the dairy industry after considering the customers perception. Bias (2008). Perception of customers can by changed with the impact of region, level of education, age, gender, household classification etc. Perception is just how a consumer perceives about a product. Different types of consumers have their own perception about a product John (2012). This perception is impacted by various elements of society. One of these elements is household classification. According to household classification customers can be classified as rural consumers and urban consumers. Rural consumers are those consumers which are generally live in rural places as villages and urban people is generally live at urban areas as cities, metro areas etc. Area of residence plays a pivotal role in creating the perception of a person. Household classification is not just a place to live but there are various elements related to it. Due to household classification, thinking, education level, beliefs, traditions, lifestyle etc can be influenced. Kumar (2014) Perception of both types of consumers may be different due to their social differences and life style.

Dairy products are an indispensable part of citizen of Haryana. Dairy products include milk and milk added products as ghee, curd, paneer etc. Not a single family completes its day without the usage of any dairy product. In Indian scenario, consumers can buy dairy products from two main sources as unbranded dairy products and branded dairy products. Unbranded dairy products can be bought from milkman, halwaai etc. these unbranded dairy products are depends upon maker, it has no consistency in quality and price of the products. In the other way, branded dairy products are prepared by organized sector with a particular brand name. These products adopt a same procedure of products preparation which leads to consistency and uniformity in the price and quality of products. Consumers have different choices regarding branded and unbranded dairy products. Some are comfortable with buying branded dairy products and others are with unbranded dairy products. While buying dairy products consumers consider various attributes as quality, price, availability, approachability etc. Every buyer has its own perception about these attribute while taking buying decision. John (2013). But household classification is one the major influencing factor for consumers to choose the branded and unbranded dairy products. Both household classification and examination of various attributes of dairy product helps a consumer to take purchase decision. The present study is an effort to examine the perception of urban and rural consumers regarding the attributes of dairy products. It will help to understand the impact of household classification on attributes of dairy products.

Review ofliterature

John Franklin (2012) through light on the branded dairy industry and various dimensions of demographic variables. In the first study, there is an analysis of relationship between income level of the respondents and dimensions ofbranded milk. Dimensions had been divided into six dimensions as salience, Imaginary, performance, judgment, feeling and resonance. A comparative analysis between these six dimensions and income level of consumers had been done. Result shows that, there was difference between various dimensions of milk and income level of respondents. Decision of buying branded dairy milk depends upon income of the consumers. It can say that financial position is the constraint in taking decision regarding branded milk. Another study had been done by John Franklin (2012) about the relationship between demographic variables and branded milk. …

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