Consumer buying behaviour towards branded butter in Rajkot City of Gujarat

Introduction

The dairy industry is one of the most important sectors of the Indian economy, contributing significantly to nutritional security, rural livelihoods, and economic development. With increasing urbanization, rising disposable income, and growing awareness of food safety and hygiene, consumer demand has shifted from loose dairy products to branded and packaged alternatives. Butter is one of the major value-added dairy products, and its consumption has increased considerably due to changing food habits and the expansion of organized retail markets. Consumer buying behaviour towards branded butter is influenced by several factors such as product quality, taste, price, brand reputation, packaging, availability, and convenience. Understanding these factors is essential for dairy companies to develop effective marketing strategies and improve customer satisfaction. Rajkot, one of the major urban centres of Gujarat, offers a competitive market where consumers can choose from multiple butter brands through supermarkets, local retail outlets, and emerging quickcommerce platforms. Studying consumer buying behaviour in this market provides valuable insights into consumer preferences, purchase patterns, and brand loyalty. Therefore, the present study explores the buying behaviour of consumers towards branded butter in Rajkot city with the objective of analysing their socio-economic characteristics, purchasing behaviour, factors influencing buying decisions, and the constraints faced during the purchase of branded butter. This study was therefore designed around four clear objectives: (i)To study the socioeconomic profile of consumers; (ii) To study the buying behaviour of consumers towards branded butter; (iii) To study the factors influencing consumers towards buying of branded butter and (iv) To find out the constraints faced by consumers during the buying of branded butter.

Materials and Methods

The present study was conducted in Rajkot city of Gujarat to examine consumers' buying behavior towards branded butter using a descriptive research design. A non-probability sampling technique was adopted, and 100 consumers who purchased and consumed branded butter were selected based on their availability and willingness to participate. The unit of analysis comprised consumers residing in Rajkot who regularly purchased branded butter. Primary data were collected through personal interaction using a structured questionnaire specifically designed to achieve the objectives of the study. The questionnaire included questions related to the respondents' socio-economic profile, purchasing behavior, factors influencing purchase decisions, and constraints faced while purchasing branded butter. Secondary data were collected from research articles, journals, government publications, company reports, and internet sources. The collected data were systematically classified, tabulated, and analyzed using simple statistical tools. Analytical methods included tabular presentation along with simple statistical tools such as percentage analysis, Likert scale analysis. This methodology aimed to provide a clear, data-driven interpretation of consumer preferences, purchasing patterns, influencing factors, and constraints associated with branded butter consumption. The data presented in Table 1 depict the socio-economic profile of consumers purchasing branded butter in Rajkot city. The results indicate that the majority of respondents were female (62%), belonged to the 36-45 years age group (38%), and possessed graduate-level education (35%). Most respondents were engaged in salaried employment (57%), belonged to nuclear families (78%), had small family sizes (55%), and reported a monthly household income of ₹30,001-₹50,000 (30%). These findings suggest that educated, salaried, and middle-income households constitute the primary consumer segment for branded butter in the study area. Their socio-economic characteristics may contribute to a greater preference for branded butter owing to increased awareness of product quality, hygiene, food safety, and brand reliability. These findings are consistent with those of Patel et al. (2019) [9] , who reported that education and income significantly influence consumers' preference for branded food products. Similarly, Kumar and Singh (2018) [8] observed that urban consumers with higher purchasing power and greater product awareness tend to prefer branded dairy products due to their perceived quality, consistency, and reliability. The data presented in Table 2 illustrate the buying behaviour of consumers towards branded butter in Rajkot city. The findings reveal that Amul was the most preferred brand (48%), followed by Gowardhan (28%), indicating a strong consumer inclination towards established and trusted dairy brands. Hypermarkets emerged as the primary purchase channel (48%), while quick-commerce platforms (29%) ranked second, reflecting the increasing adoption of organized retail and online purchasing. The 100 g pack size was preferred by the majority of respondents (58%), suggesting a preference for smaller, convenient packs suitable for regular household use. Among the product variants, salted butter was the most preferred (55%), followed by unsalted butter (20%), whereas flavoured and white butter were selected by relatively fewer consumers. Overall, the results indicate that brand reputation, purchase convenience, and preferred product attributes play a significant role in consumers' buying behaviour towards branded butter. These findings are in agreement with Sharma and Verma (2020) [20] , who reported that brand reputation, product availability, and convenience significantly influence consumer purchasing decisions for dairy products. Similarly, Jadhav (2020) [6] observed that consumers exhibit strong brand loyalty in butter purchases, with taste and product quality serving as the key determinants of brand preference. The data presented in Table 3 reveal the factors influencing consumers' purchase decisions for branded butter in Rajkot city. Among the evaluated factors, product quality emerged as the most influential (Mean = 4.35), followed by brand reputation (Mean = 4.30), availability (Mean = 4.23), taste (Mean = 4.14), and packaging (Mean = 4.09). In contrast, discounts and offers (Mean = 3.45) and advertisements (Mean = 3.65) received comparatively lower mean scores, indicating that consumers place greater emphasis on product attributes than on promotional activities when purchasing branded butter. The findings suggest that consumers prefer brands that offer consistent quality, reliability, and easy availability. These results are consistent with the findings of Kaur and Kaur (2021) [7] , who reported that product quality, packaging, and brand image significantly influence consumer preference for branded food products, whereas promotional activities have a relatively limited impact. Similarly, Kumar and Singh (2018) [8] found that product quality and brand reputation are the primary determinants of consumer buying behaviour towards dairy products. The data presented in Table 4 highlight the constraints faced by consumers while purchasing branded butter in Rajkot city. Timely availability emerged as the most significant constraint (Mean = 4.02), followed by poor packaging and labelling (Mean = 3.88), health concerns (Mean = 3.80), and limited flavour options (Mean = 3.75). In comparison, poor service, inconvenient store timings, and price received relatively lower mean scores, with price being the least significant constraint (Mean = 2.95). These findings indicate that consumers are more concerned about the consistent availability of branded butter, quality of packaging, and health-related aspects than the product price. The results are in line with the findings of Desai (2021) [3] , who reported that product availability and quality significantly influence consumer satisfaction with branded dairy products. Similarly, Sharma and Verma (2020) [20] found that product availability, packaging, and product quality are among the major factors affecting consumers' purchasing decisions for dairy products.

Suggestions

• Maintain Consistent Product Quality: Quality emerged as the most influential factor affecting consumers' purchase decisions. Dairy companies should consistently maintain high product quality to strengthen consumer trust and encourage repeat purchases.

Conclusion

The present study provides valuable insights into the buying behaviour of consumers towards branded butter in Rajkot city. The findings reveal that the majority of consumers were educated, employed, and belonged to middle-income nuclear families, indicating a consumer segment with a greater preference for quality and branded dairy products. Amul emerged as the most preferred butter brand, while hypermarkets and quick-commerce platforms were the dominant purchase channels. Consumers mainly preferred 100 g pack sizes and salted butter, reflecting their preference for convenience and familiar taste. Among the factors influencing purchase decisions, quality, brand reputation, availability, packaging, and taste were found to be the most important, whereas timely availability, poor packaging and labelling, health concerns, and limited flavour options were the major constraints faced by consumers. Overall, the study suggests that dairy companies should focus on maintaining consistent product quality, strengthening brand image, improving packaging, ensuring wider product availability, and introducing innovative product variants to enhance consumer satisfaction and strengthen their competitive position in the branded butter market.

References

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