Consumer awareness, preference and purchase barriers towards amul high protein dairy products among gym-going consumers in anand and vidyanagar

Introduction

India is the largest producer and the largest consumer of milk in the world. In the recent years, dairy sector in India witnessed a phenomenal growth with the growth of income, urbanization and demand for fresh and value-added milk products (Roy and Malhotra, 2018) [25] . The demand for value-added dairy products like high protein fortified dairy products and functional foods is increasing considerably in recent years with the increase in health conscious, fitness consciousness and increasing trend of preventive health care. Being the largest milk producer country of the world about 73 to 80 per cent of Indian consumers do not fulfill the requirement of protein content in diet, hence, there are massive market opportunities for the high protein dairy products (Mathur, 2026). The increasing demand of Health, wellness, sports nutrition market of India which has gained the impetus due to the rising number of gym memberships and fitness trend have given a favorable growth prospect to protein-based food products (India Health and Wellness Market Report, 2025). Keeping the growing demand for protein, Amul has recently launched a range of high protein products including high protein milk, buttermilk, lassi, whey protein, and paneer and protein beverages. The distribution channels are predominantly through bulk packaging formats which could pose barriers to the new entrants, trial and adoption by the potential customers due to higher costs. In India, though the high protein dairy market is fast developing there is very less research available regarding the consumer awareness, preference, nutrition awareness, product trial, willingness to pay and barriers of purchase specifically about Amul High Protein Products. Available literature focuses on the factors governing dairy consumption pattern, purchase decisions such as quality, price, availability, health awareness (Bahety, Reddy, Nagendra, & Shobhana, 2024; Rekha, & Maruthamuthu, 2024) [5,24] . Therefore, the present research intends to analyze the consumer awareness, preference, nutritional awareness, consumption and purchase barrier about Amul High protein Products among gym goers in Anand and Vidyanagar. The findings of this study are expected to provide insights into the marketing of Amul High Protein Products for product repositioning, increasing access, and www.extensionjournal.com promoting adoption among consumers in the context of evolving fitness market.

Objectives of the study

The primary objective of this study is to examine consumer awareness and preference towards dairy products among gym-going consumers in Anand and Vidyanagar, with special reference to the Amul High Protein product range. The specific objectives of the study are: 1. To identify the level of consumer awareness and trial status of selected dairy products, with special reference to the Amul High Protein product range, among gymgoing consumers. 2. To examine the consumption pattern of dairy products among gym-going consumers in terms of frequency, timing, and quantity of consumption in relation to their workout routine. 3. To analyse consumer preference towards selected dairy products and determine the key factors influencing purchase decisions using the Garrett Ranking Method. 4. To evaluate the level of nutritional knowledge and health awareness of gym-going consumers regarding the role of dairy products in protein intake, muscle recovery, and fitness goals. 5. To determine the monthly expenditure, purchase barriers, willingness to pay a premium, and brand loyalty towards selected dairy products, with special reference to the bulk-only availability of Amul High Protein products.

Literature review Consumer awareness and preference towards dairy products

Bahety, Sarkar, De, Kumar and Mittal (2024) [5] study on determining factor impacting the consumption choice towards dairy products among Indian consumers using structured questionnaire with convenience sampling was published in Vilakshan -XIMB Journal of Management.

The study revealed quality, health consciousness, price and availability as the leading factors impacting consumption choice towards dairy products. The study has revealed that consumer preference is more correlated with the perceived product quality and health attributes; moreover, methodological tools like ranking technique reveals the hierarchy of the purchase factors affecting the consumer's behavior (Bahetyet al., 2024) [5] . The four factors impacting consumer attitude toward dairy product were identified by Rekha and Maruthamuthu (2024) [24] include hedonic factors such as sensory attributes and taste of the product, health related factors, convenience related factors and process related factors including the process followed in the preparation of dairy products. This study has revealed that health consciousness greatly impacts on consumer preference toward dairy products, and it is specifically among those consumers who opt for functional and healthy dairy alternative products (Rekha & Maruthamuthu, 2024) [24] . Pallathadka, Pallathadka, and Devi (2022) [22] conducted an empirical study on consumer perception towards dairy products and observed that a majority of consumers prefer traditional dairy products due to their perceived health benefits, taste, and trust in established brands. The study further highlighted that brand trust plays a significant role in the acceptance of newly introduced dairy variants, which is particularly relevant in understanding consumer adoption of high-protein dairy products (Pallathadkaet al., 2022) [22] . Similarly, Khanna (2015) [14] examined consumer behaviour and perception towards selected dairy products in Gujarat and identified regional variations in consumer awareness, preference, and dairy consumption behaviour. The study revealed that increasing consumer awareness regarding dairy production practices and nutritional attributes significantly influences consumer choice (Khanna, 2015) [14] . Since the present study is conducted in Anand and Vidyanagar, Gujarat, the findings of this study provide important regional relevance and contextual support for understanding consumer awareness and preference towards dairy products in the selected study area.

Consumer behaviour towards amul products and product diversification

Consumer behaviour towards Amul products has been extensively studied in the context of quality perception, brand trust, product availability, and purchase satisfaction.

Previous studies have consistently reported that quality, price, availability, and brand image are among the most important factors influencing consumer purchasing decisions for Amul products. A study conducted in Vadodara, Gujarat, found that product quality was the most important purchase criterion, followed by price, availability, and brand reputation. These findings provide a useful benchmark for understanding consumer preferences toward Amul High Protein dairy products.

A consumer survey conducted in Anand and Vidyanagar revealed positive consumer perceptions regarding the quality, reliability, and availability of Amul fresh milk products. Since the present study is also conducted in the same geographical region, the findings provide valuable contextual support for examining consumer awareness and preference towards Amul High Protein products. Further, studies on consumer satisfaction with Amul products have shown that product quality, variety, durability, and brand image significantly influence customer satisfaction and loyalty. The strong reputation enjoyed by Amul may positively affect consumer awareness, trial behaviour, and acceptance of newly introduced products within the Amul High Protein range.

Recent studies have also highlighted Amul's strategic diversification efforts. Gurjar, Don, and Modi (2025) [11,16,17,18] analysed the ambient dairy and non-dairy product portfolio of Gujarat Dairy Cooperatives and reported that Amul has successfully diversified into several product categories, including protein beverages, bakery products, chocolates, organic foods, and health-oriented products. The study emphasized that product diversification enables Amul to address changing consumer preferences and healthconscious consumption trends. Similarly, Modi, Don, and Gurjar (2025) [11,16,17,18] examined Amul's diversification into sweets and gourmet food categories and concluded that continuous product innovation and expansion have strengthened the brand's market position while catering to evolving consumer needs. These findings are particularly relevant for understanding the positioning and market acceptance of Amul High Protein products. www.extensionjournal.com

Modi and Gurjar (2025) [11,16,17,18] further examined the refrigerated and frozen product offerings of Gujarat Dairy Cooperatives and found that Amul has strategically expanded into value-added dairy products to meet changing consumer lifestyles, convenience needs, and nutritional requirements. The study highlighted the importance of innovation and consumer-centric product development in enhancing brand competitiveness within the dairy sector.

Growth of functional and high-protein dairy products

Increasing Health consciousness, a surge in fitness culture, growing acceptance towards healthy eating habits have significantly amplified demand for the protein and functional foods in India. Whey protein, high protein milk, protein beverages, Greek yoghurt and protein fortified paneer are gaining momentum among the fitness enthusiast consumers like gym users. While at the same, prevalence of protein deficiency among the Indian population has motivated the customers to consider a convenient and nutritive alternative to get the supply of high-quality protein from. Hence, the consumption of protein in the form of diary-based products can be considered an attractive alternative as it holds nutritional values as well as a known product for Indian consumers.

There are few studies in the past, which indicated that there is a significant correlation between the health consciousness and healthy lifestyle with the consumption of dairy products, and strong growth of Gujarat dairy market and opportunities of value-added dairy-based products. Increase in the income levels, heightened nutrition awareness and increasing tendency to spend on the products that can take care of wellness, have created a niche for protein-rich dairy products. However, the consumer awareness, preferences, trial behaviour and purchase barriers on Amul High protein products have received a relatively less scholarly attention from the gym going segment, this study focus to examine consumer awareness, preferences, trial behaviour, and purchase barriers of Amul High protein products among the gym going respondents in the Tier-II markets (Anand and Vidyanagar).

Application of garrett ranking in consumer research

The Garrett Ranking Method is extensively used by researchers in consumer studies for exploring and ranking the various reasons of consumption of different products. Bhavyabhanu and Pandian (2017) [6] also used Garrett Ranking Technique to examine the reasons of the consumers' preferences of dairy products and expressed Garrett Ranking as appropriate technique for ordering of consumer's priorities. Various studies have been conducted for dairy consumers of different states of India, using Garrett Ranking and percentage analysis for exploring the various parameters of dairy consumption behavior namely quality, price, taste, availability, nutrition value, brand choice, etc. Srinivasan, Abinaya and Santhi (2018) [27] conducted research on consumer's choice of dairy product by using

Research methodology

To conduct the study, the right research methodology was designed to determine the level of awareness, attitude, consumption and purchase pattern, nutrition awareness and barriers in the selected dairy products and specifically for Amul High protein products among the gym-going consumers at Anand and Vidyanagar. The descriptive and analytical research design was utilized for the study as the survey research to determine the awareness, preference and purchase behavior toward the dairy products of the gym-going consumers was conducted and the data was collected at one time only through crosssectional survey.

The study was conducted in the area of Anand and Vidyanagar of Gujarat, both areas of Gujarat State, is having more gym culture and demand for high protein dairy products among the gym-going consumers at these two areas. Universe of this study consists of the gym-going consumers at Anand and Vidyanagar for testing their preference for the protein-rich dairy products at two areas. www.extensionjournal.com

Purposive sampling technique was applied because of a trait, to be a gym-going consumer; sample size consists of 240 gym-going consumers. Primary data were collected from the selected consumers through structured questionnaire through Google form at Anand and Vidyanagar. The questions that would analyze the different aspect of dairy products in regard to consumer awareness, trial, consumption, nutrition awareness, spending and barriers were asked. The questions included in each section of the questionnaire are: Demography and Gym Profile, consumer awareness, consumption pattern, ranking of selected 6 Amul high protein product using Garrett Ranking method, Nutritional Knowledge, Spending behavior and Satisfaction and purchase barriers.

There are the following selected dairy products categorized in two types of Dairy Products; (i) Amul High Protein Product Range: Selected 6 Amul High Protein Product such as High Protein Milk, High protein buttermilk, High protein plain lassi, High protein blueberry shake, Whey Protein, High protein paneer, (ii) Selected Regular Dairy Product: Toned milk, skimmed milk, Dahi, Regular paneer. Selected statistical tools were applied for the analysis and interpretation of the data; such as frequency and percentage analysis for demographic data, consumption behavior and purchase behavior. For evaluating the nutrition awareness and attitude and health awareness among the gym-going consumers and opinion about the dairy products used Likert scale analysis (ranging from 1 = Strongly Disagree to 5 = Strongly Agree). Cronbach's Alpha reliability test was conducted to evaluate the internal consistency of the Likertscale items used in the questionnaire for measuring consumer awareness, nutritional knowledge, and attitudes towards Amul High Protein dairy products. The obtained Cronbach's Alpha value was 0.82, which is higher than the recommended threshold of 0.70, indicating good reliability and internal consistency of the research instrument. Therefore, the questionnaire was considered reliable and suitable for further statistical analysis and interpretation of the collected data. The Garrett Ranking Method was applied to analyse respondent preference among six Amul High Protein products and to identify key factors influencing purchase decisions. The percent position was calculated using the following formula:

• Rij = Rank given for the iᵗʰ factor by the jᵗʰ respondent • Nj = Total number of factors ranked by the jᵗʰ Respondent

The calculated percent positions were converted into Garrett Scores, and products or factors with higher mean scores were assigned higher preference ranks.

Apart from this chi square test was conducted to test the stated hypotheses to find the association between various variables such as; awareness level, consumption behavior, nutritional advice, and purchase barriers among selected Amul High protein products. It is to be mentioned that the geographical area chosen is Anand and Vidyanagar Gujarat, hence the generalized finding from this study might be biased beyond these regions. Study was conducted only for gym going consumers; hence the result may differ if it is carried out for common consumers. In addition, Nutritional knowledge was obtained by self-response only and various factors such as; source of awareness, visibility of products, etc. we're not used in the analysis.

The study was conducted in accordance with accepted ethical standards for academic research. Participation in the survey was entirely voluntary, and respondents were informed about the purpose and objectives of the study before completing the questionnaire. Informed consent was obtained from all participants, and no personal identifying information was collected. The confidentiality and anonymity of respondents were maintained throughout the research process, and the data collected were used solely for academic and research purposes.

Data analysis and interpretation Demographic profile of respondents (n=240)

The demographic profile of the 240 respondents is presented in Table 1. The sample is predominantly male (72.1%, n=173), with females constituting 27.9 percent (n=67). The largest age group was 23-28 years (30.8%), followed by 18-22 years (23.8%), 29-35 years (20.0%), and 36-45 years (15.8%). In terms of educational qualification, undergraduates formed the largest segment (30.8%), followed by postgraduates (24.6%). Occupationally, students constituted the largest group (28.3%), followed by government and private employees (25.8%) and self-employed individuals or businesspersons (20.8%). The dominant monthly household income bracket was Rs. 30,001-60,000 (25.4%), indicating a mid-income consumer profile. A majority of respondents were from Anand (50.4%), followed by Vidyanagar (40.4%) and other areas (9.2%). Regarding gym experience, 31.5 percent had been exercising for less than six months, followed by 6-12 months (25.5%), one to three years (24.3%), and more than three years (18.7%). The most commonly reported fitness goals were general fitness and stamina (61.3%), health maintenance and wellness (57.9%), sports performance improvement (51.2%), muscle building (47.9%), and weight loss (39.2%), with multiple goals permitted per respondent.

Consumer awareness of amul hp products

Table 2 summarises the mean awareness scores for all six products. The findings confirm that while respondents are familiar with the Amul High Protein product range, there remains considerable scope for improving product-specific awareness through targeted promotional and educational campaigns. The adoption funnel reveals a substantial gap between awareness and actual product usage among gym-going consumers. While 89.6 percent of respondents are aware of Amul High Protein products, only 47.0 percent have tried them, resulting in an awareness-to-trial gap of 42.6 percent. Furthermore, only 25.8 percent of respondents purchase the products regularly, creating a trial-to-regular purchase gap of 21.2 percent. These findings suggest that awareness alone does not translate into product adoption. Factors such as bulk-pack availability, high initial purchase cost, and limited accessibility may be restricting product trial and repeat purchase. Therefore, reducing these barriers could significantly improve conversion from awareness to regular consumption. 4 presents the trial status of Amul HP products. Overall, 47.0 percent of respondents have tried at least one HP product, comprising 25.8 percent who purchased a bulk pack and consumed regularly and 21.2 percent who tried the product through a friend, sample, or gym event. However, 42.6 percent of respondents are aware of the products but have not tried them; the primary reasons are the bulkpack-only purchase requirement (29.2%) and the high upfront cost associated with bulk packs (13.3%). A further 10.4 percent reported no awareness of the Amul High Protein range. These findings confirm the existence of a substantial awareness-to-trial gap, wherein 42.6 percent of aware respondents have not converted to trial, predominantly due to the bulk-only distribution model. This constitutes the most significant finding of the study and provides strong empirical support for H5. The findings indicate that dairy products are predominantly consumed during regular meal times among gym-going consumers. The highest proportion of respondents reported consuming dairy products during dinner (63.3%, n=152), followed by lunch (53.8%, n=129) and breakfast (53.3%, n=128). This suggests that dairy products form an important component of the daily dietary routine of respondents. However, a considerable proportion of consumers also consume dairy products in relation to their workout schedules, with 37.9 percent (n=91) consuming them postworkout and 36.2 percent (n=87) consuming them preworkout. Furthermore, 32.1 percent (n=77) reported consuming dairy products before sleeping, possibly for recovery and muscle maintenance purposes, while 32.5 percent (n=78) do not follow any fixed consumption schedule. These findings suggest that dairy products serve both as regular dietary items and as fitness-oriented nutritional products among gym-going consumers, thereby supporting the positioning of Amul High Protein products within the fitness and sports nutrition segment.

Consumption pattern

Product preference (garrett ranking)

Table 6 presents the Garrett ranking of six Amul High Protein products based on respondents' personal preference for fitness consumption. According to the Garrett ranking analysis, Protein Content per Serving has emerged as the most significant attribute that drives the purchasing decisions of consumers opting for Amul High Protein products, as it has the highest mean Garrett score (50.33). This confirms that nutritional aspects carry a significant weight for these consumers. As this target segment often looks for a product that will aid their muscle recovery, enhance their strength building and cater to the other Fitness associated goals and needs. Following that is Price/Affordability as an important consideration (40.53). Even though consumer's pay for protein benefits for the specific needs, affordability will play a crucial part in their purchase decision. Taste/ palatability (36.88) and brand Trust and Reputation (36.67) and product Availability (34.65) are also noted as important factor. this result shows that the consumer is making decisions based on various attributes. Amul should pay a greater attention towards the protein benefit as an additional aspect along with providing the most affordable price, great taste, and building better brand communication, and greater product accessibility for its new category. The findings reveal that certified nutritionists/dietitians were the most common source of nutritional guidance among respondents, accounting for 27.5 percent (n=66), followed closely by gym trainers at 26.2 percent (n=63). Internet and social media platforms served as a source of nutritional information for 20.8 percent (n=50) of respondents. Meanwhile, 25.4 percent (n=61) relied solely on their own knowledge without seeking advice from external sources. Overall, 74.6 percent of respondents received nutritional information from some form of professional or external source, indicating a relatively high level of engagement with nutrition-related information among gym-going consumers. The results indicate that the most common perception regarding dairy products was their role in muscle recovery after workouts, as reported by 30.4 percent (n=73) of respondents. Another 23.8 percent (n=57) viewed dairy products as an important component of a balanced diet, while 17.5 percent (n=42) considered dairy products to be a primary protein source for muscle building. Additionally, 16.2 percent (n=39) associated dairy consumption with improved bone health due to its calcium content. However, 12.1 percent (n=29) were unaware of the specific role of dairy products in fitness. The findings suggest that respondents possess a basic understanding of the nutritional www.extensionjournal.com benefits of dairy products, particularly in relation to fitness and recovery. The findings indicate that bulk-pack purchasing acts as a significant barrier to the adoption of Amul High Protein products. A majority of respondents (79.6%, n=191) reported being discouraged from purchasing bulk packs. Among them, 35.8 percent (n=86) cited high initial cost as the primary barrier, while 27.1 percent (n=65) considered the quantity offered to be excessively large. Another 16.7 percent (n=40) identified both high cost and large quantity as barriers simultaneously. In contrast, only 12.9 percent (n=31) expressed comfort with purchasing products in bulk quantities. These findings provide strong evidence that the current bulk-only sales model restricts product trial and adoption among gym-going The findings indicate a strong willingness among respondents to pay a premium for Amul High Protein products, with 85.8 percent expressing readiness to pay more than the price of conventional dairy products. The largest proportion of respondents (36.2%) were willing to pay 10-20 percent extra, highlighting the perceived value of high-protein dairy products among gym-going consumers. These results suggest that price is not a major barrier to adoption within the target segment. The study also revealed a positive response towards the Availability of single-unit packs. Overall, 69.1 percent of Respondents indicated that they would be more likely to purchase or try Amul High Protein products if sold individually, including 28.7 percent who would definitely try them. This finding suggests that smaller pack sizes could Significantly improve product trial and adoption by reducing the financial commitment associated with bulk purchases. Together, these results indicate that improving product accessibility through suitable pack formats may be more effective than price-based interventions in increasing consumer adoption. With respect to the purchase channel for Amul HP products (Q21), 58.3 percent of respondents used the Amul official website (shop.amul.com) as their primary purchase channel, while 15.8 percent used quick commerce platforms such as Blinkit, Zepto, and Instamart. A total of 13.3 percent were aware of the products but had not yet made a purchase, and 12.5 percent were unaware of any available purchase channel. The concentration of purchases on the Amul website indicates limited distribution reach and reinforces the need for broader availability through quick commerce channels and Amul parlours. Regarding satisfaction (Q22), 62.5 percent of respondents who had used Amul HP products reported satisfaction, comprising 34.2 percent who were satisfied and 28.3 percent who were very satisfied. A further 20.0 percent were neutral, while 7.9 percent were dissatisfied and 4.6 percent were very dissatisfied. These satisfaction levels suggest that product quality is not a barrier to adoption; rather, the key challenge lies in distribution accessibility. When asked about recommendation intention (Q23), 67.9 percent of www.extensionjournal.com respondents indicated they would recommend the products, including 21.2 percent who would strongly recommend and 46.7 percent who would recommend with reservations. A further 15.8 percent would recommend the products conditional on meeting specific consumer needs, while 7.5 percent would not recommend and 8.8 percent responded as not applicable. The findings indicate that the Amul Official Website is the dominant purchase channel for Amul High Protein products, accounting for 58.3 percent (n=140) of respondents. Quick commerce platforms such as Blinkit, Zepto, and Instamart were used by 15.8 percent (n=38) of respondents. Additionally, 13.3 percent (n=32) were aware of the products but had not yet purchased them, while 12.5 percent (n=30) did not know where the products could be purchased. The heavy reliance on Amul's official website suggests limited distribution reach, highlighting the need for wider product availability through retail outlets, quick commerce platforms, and Amul parlours. The results reveal a generally positive level of satisfaction among users of Amul High Protein products. A combined 62.5 percent of respondents expressed satisfaction with the products, comprising 34.2 percent (n=82) who were satisfied and 28.3 percent (n=68) who were very satisfied. Meanwhile, 20.0 percent (n=48) remained neutral, whereas only 12.5 percent (n=30) expressed dissatisfaction. The high satisfaction levels suggest that product quality and performance meet consumer expectations. Therefore, product quality is unlikely to be a major barrir to adoption, while distribution and accessibility appear to be more significant concerns. The findings indicate a favourable recommendation intention among respondents towards Amul High Protein products. A majority of respondents (67.9%, n=163) stated that they would recommend the products, including 21.2 percent (n=51) who would strongly recommend them and 46.7 percent (n=112) who would recommend them with some reservations. Another 15.8 percent (n=38) indicated that they would recommend the products if they met specific consumer needs. Only 7.5 percent (n=18) stated that they would not recommend the products. The high recommendation rate, combined with the strong satisfaction levels observed earlier, suggests positive consumer experiences with the products and indicates significant potential for word-of-mouth promotion among gym-going consumers.

Nutritional knowledge and trial status

Spending behavior, barriers and wtp

Purchase channel, satisfaction and recommendation

Hypothesis testing Association between awareness level across gym experience categories H₀:

There is no significant association between the gym experience level of respondents and their awareness of Amul High Protein dairy products.

H₁:

There is a significant association between the gym experience level of respondents and their awareness of Amul High Protein dairy products.

Test Applied: One-Way Analysis of Variance (ANOVA) To test H1, mean awareness scores of Amul High Protein products (measured on a Likert scale: 1 = Not at all aware to 5 = Fully aware) were compared across four gym experience groups. Interpretation: The One-Way ANOVA yielded F (3, 236) = 6.43 at p = 0.0003, which is less than the significance level of 0.05. The null hypothesis is therefore rejected. There is a statistically significant difference in awareness levels of Amul High Protein products across gym experience groups. A consistent positive trend is observed respondents with more than three years of gym experience recorded the highest mean awareness score (3.62), while those with less than six months recorded the lowest (3.18). This indicates that prolonged engagement with fitness www.extensionjournal.com activities increases exposure and familiarity with specialised protein dairy products.

Association between primary fitness goal and consumption frequency of dairy products H₀:

There is no significant association between the primary fitness goal of gym-going consumers and their frequency of dairy product consumption. H₁: There is a significant association between the primary fitness goal of gym-going consumers and their frequency of dairy product consumption.

Test applied: Chi-Square Test of Independence To test H2, the primary fitness goal of respondents was cross-tabulated with their reported frequency of dairy product consumption.

Association between nutritional knowledge and preference for amul high protein products H₀:

There is no significant association between the nutritional knowledge level of respondents and their preference towards Amul High Protein dairy products.

H₁:

There is a significant association between the nutritional knowledge level of respondents and their preference towards Amul High Protein dairy products.

Test applied: Chi-Square Test of Independence Nutritional knowledge was categorised into three levels High (Likert mean score 4-5), Moderate (score 3-3.99), and Low (score 1-2.99) based on Q9 responses. Preference was operationalised as whether the respondent ranked any Amul HP product in their top three preferred products.

Interpretation:

The Chi-Square test yielded χ² (2) = 22.17 at p<0.001, which is less than the significance level of 0.05. The null hypothesis is therefore rejected. There is a statistically significant relationship between nutritional knowledge and preference for Amul High Protein products. Respondents with higher nutritional knowledge demonstrated a markedly stronger preference for HP products (77.1%) compared to those with low nutritional knowledge (42.9%). The Cramer's V value of 0.304 indicates a moderate strength of association. This finding confirms that nutritional awareness is a significant determinant of HP product preference, and validates Amul's strategy of communicating protein content as its primary positioning attribute.

Association between source of nutritional guidance and trial of amul high protein products H₀:

There is no significant association between the source of nutritional guidance received by respondents and their trial of Amul High Protein products. www.extensionjournal.com H₁: There is a significant association between the source of nutritional guidance received by respondents and their trial of Amul High Protein products.

Test applied: Chi-Square Test of Independence Respondents were grouped by their primary source of nutritional guidance. Trial status was classified as "Tried" (purchased or sampled at least one HP product) or "Not Tried." mentioned that it would deter them from buying the product, while 69.1% said that if the products were available in single units, they would try them. This is a significant commercially useful insight and offers ample support for H5, that it is not attitudinal but a structural hurdle, that exists due to the distribution policy. 5. High post-purchase satisfaction shows product quality is not the issue. Among those who have tried Amul HP products, 62.5% were satisfied, and 67.9% would recommend it to others. It shows that the main obstacle Amul HP products face is pre-purchase behavior and ease of distribution and not quality.

Discussion

These findings indicate that the amul high protein products' biggest barriers are not informational, but structural. Despite high awareness levels levels of trial proved to be relatively low, suggesting that there is room for mobility and more critical barriers to be gleaned from an information perspective. Similar results have been found in research for functional foods whereby availability and access have proven to be stronger barriers than awareness due to constraints of bulk pack purchase and higher initial costs which discourages trial amongst certainly aware and motivated individuals. The fact that the purchase intention for High Protein Buttermilk and High Protein Lassi being higher in comparison to Whey Protein and High Protein Milk could have corroborated with earlier findings that familiarity, trust and regional demand play a crucial role in purchase of dairy products. Likewise, the high protein was the most influential purchase factor which agrees with findings that health consciousness and product quality are significant purchase factors determining dairy purchase decisions. The high proportion of consumers willing to pay a premium price (85.8%) shows that price is not the prime barrier but owing to the format or pack size of the product actual purchase www.extensionjournal.com would be limited. The extent to which consumers are satisfied (62.5%) and intend to recommend the product (67.9%) shows that there is high perception of quality among users and that there is little concern about product formulation. This indicates that the product's struggle is one of place distribution as opposed to of product formulation. Thus single-unit trial packs, induction via gym trainers and availability through quick commerce as suggested in the foregoing can facilitate trial.

Limitations of

Conclusion

The objective of this study was to find out the awareness, liking, nutritional knowledge, usage behavior and purchase barriers of Amul High Protein products amongst 240 gymgoers of Anand and Vidyanagar. High level of awareness (89.6%) which increases with gym experience (H1 was supported). However, awareness did not lead to significant trial as only 47.0 per cent consumers tried the products and only 25.8 per cent had ever purchased the products showing a significant awareness-trial gap of 42.6%. Consumption of milk was not related to their fitness goal (H2 was rejected). However, higher nutritional knowledge of respondents was strongly correlated with their likings for high-protein product (H3 supported) and trial was also higher for those whose advice for gym workout was recommended by dieticians and gym instructors (H4 supported). Garrett Ranking indicated High Protein Buttermilk as the most preferred product, followed by High Protein Lassi. Product factor for purchase is the 'amount of protein'. Availability of Amul High Protein products and existence of single-unit packs were the main purchase barriers (H5 supported). While 79.6% said that product availability was a deterrent, 69.1% of the non-users expressed a desire for single-unit packs, and 85.8% said they are willing to pay a premium price. Since, satisfied consumers and intent to recommend were high (62.5% and 67.9% respectively) we infer that product quality was not a major barrier. This study contributes to a very limited literature that exists about consumer behaviour toward Amul High Protein products and a very large awareness -trial gap in a Tier-II market. A strategy of introducing trial packs, increasing promotion at gym level and utilizing the benefits of quick commerce to reach customers more efficiently could improve the product adoption.

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