Customers Cognizance Factors Influencing Purchasing Decision of Designated Dairy Products

This study mainly deals with customer purchasing decision of leading dairy brands. The consumption pattern of dairy products in India has some contrasting contours that do not align with the western world. In India Consumption is primarily skewed towards traditional products: however, westernized products are gradually gaining momentum in the urban areas. The study also measures the product knowledge and purchasing decision factors. The researcher presented this study to find the customer's product awareness of dairy brands, key factors involved in customers' purchasing decision and to examine the essential information preferred by respondents while purchasing dairy products. This study will be highly helpful to the business entities can succinctly understand consumers' needs and expectations towards leading brands of dairy products. The collected data was analyzed with hypothetical test by using statistical tools such as percentage analysis, Henry Garrett Ranking method, ANOVA and Factor Analysis was also used to find the respondents' opinion towards the influencing factors on purchasing decisions of dairy products.