Study of Consumer Satisfaction Towards Different Dairy Companies Products in Parbhani District of Maharashtra

Introduction

A dairy is a business enterprise established for the harvesting or processing (or both) of animal milk -mostly from cows or buffaloes, but also from goats, sheep, or camels for human consumption. The highest milk producer in the entire globe, India, boasts of that status. India is otherwise known as the 'oyster' of the global dairy industry, with opportunities for entrepreneurs globally. The National Dairy Development Board (NDDB) is an institution of national importance set up by an Act of Parliament of India. The main office is located in Anand, Gujarat, with regional offices throughout the country. Major dairy cooperatives are present in the country, which gives most of the profit >70.00 per cent to the farmers (Source: NDDB, 2023). The first evidence of dairy consumption dates back over six thousand years, and today dairy products are enjoyed all over the world. Over the past couple of millennia, there has been an incredible amount of creativity and innovation when it comes to processing, fermenting, and consuming dairy products. In 2022, the value of the dairy market worldwide was estimated to be about 893 billion U.S. dollars, which is projected to grow to 1,243 billion dollars by 2028 (Anon., 2023). The highest milk producer in the entire globe, India, boasts of that status. India is otherwise known as the 'oyster' of the global dairy industry, with opportunities. For the entrepreneurs globally. India's milk production in 2022 -2023 was 230.58 million tonnes, which was a (3.83 per cent) increase from the previous year. India's per capita availability of milk was 459 grams per day in 2022-2023, which is higher than the world average of 322 grams per day. 1/5 th of the world's bovine population. According to the 20th livestock census, (26.50 per cent) of India's cattle population is exotic/crossbred, while the remaining (73.50 per cent) are indigenous and non-descript. The majority of the dairy industry in India is still unorganized and dominated by small and marginal dairy farmers (Source: NDDB, 2023).

Objective of the study 1. To study the attitude and satisfaction among the consumers for different dairy companies' products.

2. To study various factors, influence the consumers to purchase different dairy companies' products.

Material and Methods

The study analyzes attitude and satisfaction among the consumers for different dairy companies' products and various factors, influence the consumers to purchase different dairy companies' products. A multistage sampling method was adopted as an appropriate sampling procedure for the study. In the first stage, Parbhani district was selected purposively. In the Second stage, 5 talukas of Parbhani district were selected randomly. Primary data was collected from well-structured interviews. From each Taluka, 30 consumers were selected of Hatsun, Amul, Natural and Others. In this way, 150 consumers had been selected for the research study. Secondary data was collected from company reports and websites.

Percentage Method

A percentage refers to a special kind of ratio that is used in making comparisons between two or more series of data. Percentage = X/Y × 100 Where: -X = Number of respondents Y = Total number of respondents

Likert scale technique

The Likert scaling technique was used to identify the constraints and satisfaction level of consumers. The Likert scale assumes that the strength/intensity of experience/response is linear, i.e., on a continuum from 1very unsatisfied to 5-highly satisfied and 1-very poor to 5very good and makes the assumption that attitudes can be measured. The total value was then divided by the total weight. Statistically, the weighted mean was calculated using the formula below:

Results and Discussions

The attitude among the consumer for different dairy companies summarized in table 1. The products across five attributes: taste, quality, price, availability, and brand trust. Overall, consumers showed positive perceptions of taste and quality, with most respondents rating these attributes between 3 and 5. The price received mixed feedback, as many consumers felt products were moderately priced, though some viewed them as expensive. Availability also showed moderate satisfaction, suggesting occasional inconsistency in product access. Brand trust was generally positive but not strong, with some consumers expressing doubt. Overall, the findings indicate that while consumers are largely satisfied with dairy products, improvements in pricing, distribution, and brand credibility could enhance overall satisfaction. Consumer satisfaction with dairy products varied across companies. Among the 150 respondents, the highest satisfaction was reported for other local dairy brands (28.67 per cent), followed by Amul (24.00 per cent), Hatsun (21.33 per cent), and Natural (10.00 per cent). Overall, 84 per cent of consumers were satisfied, while 16.00 per cent were not. The findings suggest that while local dairy brands and Hatsun enjoy relatively high satisfaction, Amul and Natural have room to improve in meeting consumer expectations. All companies, including the top performers, should continue adopting strategies to enhance consumer satisfaction. Amul and other local dairy brands (Thorat Milk, Godavari, Gokul, Quality Walls, Krushna Dairy, etc.) received the highest preference at (31.33 per cent), followed by Hatsun at (25.34 per cent), while Natural had the lowest preference at (12.00 per cent). Amul's strong brand reputation drives its popularity, whereas consumers choose other local brands for their quality and easy availability, with Natural being the least preferred.

and Natural were chosen mainly for their easy availability, Amul for its strong brand trust, and other local brands for their product quality. Amul emerged as the most recognized brand, followed by Hatsun, while Natural Dairy had the lowest brand awareness.

References

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