Purpose
This study aims to identify the major factors influencing the consumers to prefer milk products and also to analyze the awareness level of the Indian consumers.
Design/methodology/approach
In this study, the data is obtained through a structured questionnaire from Indian consumers considering convenience sampling under the nonprobability sampling technique. The consumer preference is explained using a multiple-regression model followed by analysis of variance (ANOVA), which shed insight on the significant differences between the variables that influence consumer preference for dairy products.
Findings
Investigation is done to analyze the factors influencing the consumers' buying behavior toward milk and its products. The results showed that quality, health consciousness, price and availability are the most influencing factors to buy milk products. Quantity of milk showed a significant relationship between age, monthly income and family size.
Research limitations/implications
This study helps marketing managers to frame the marketing strategies based on consumer preference, quality, health consciousness, price and availability. The research outcome will not only be advantageous for the entrepreneurial perspective but also takes care of consumer likeliness. Though the research reveals the opinion of Indian consumers, it limits the likeliness of the western world. Because of the scarcity of resources, several dairy products are unexplored, which could pave the future scope of research.
Originality/value
The novelty of this study is to identify the quality, health consciousness, price and availability are the most influencing factors to buy milk products considering ANOVA and the multiple regression model.
To utilize the concept of Quality Function Deployment (QFD) and apply it accordingly to address the design decisions concerning the quality of cellular phones by building the simplified version of House of Quality (HoQ). Real customer requirements (CRs) are easier to collect when QFD is employed because it puts the emphasis where it should be on the customer and their demands. After getting various users’ opinions on various smartphone brands and brainstorming among the group and conducted an online survey with mobile users in Taichung, Taiwan, the study highlights the items preferred by most of the users such as long-lasting battery, high quality camera, reliable, wide screen, easy to use, and lightweight. It aids businesses in translating CRs to the primary design requirements (DRs) so that it may create superior goods that are in line with consumer demands.
The demographic for the answer is made up of Indian customers, namely those from the state of Chhattisgarh, which has a diversified population. Though the study discloses Indian consumers' views, it restricts the likelihood of the western world adopting them. Several poultry products have yet to be discovered due to a paucity of resources. The research data is examined using ANOVA, although there is space for further analysis using several alternative statistical tools.
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