A study on consumer preference towards shrikhandwala products, Nagpur

Introduction

Shrikhand is a traditional fermented dairy sweet widely consumed across India, valued for its taste, texture, and nutritional properties. As consumer preferences in the dairy sector continue to evolve, regional brands such as Shrikhandwala must understand what drives customer choice in order to remain competitive and responsive to market demand. Consumer preference towards a food product is shaped by a combination of socio-economic characteristics, sensory attributes such as taste and flavour, and product-related factors including price, packaging, availability, and brand image. The present study was undertaken to examine consumer preference towards the products of Shrikhandwala, Nagpur, with specific attention to the socio-economic profile of consumers, their preference for different Shrikhand flavours, and the key factors that influence their purchasing decisions. The study also incorporates the perspective of retail managers to provide a more complete picture of demand, supply, and market performance for Shrikhandwala products with the following objectives. perception of demand, supply, expenses, incentives, and availability. The collected data were analysed using percentage analysis, mean score, and ranking techniques, and the results are presented through tables and figures in relation to the study objectives.

Results and discussion

The data collected from 90 consumers and 2 retailers were analysed under three broad heads: The socio-economic characteristics of consumers, consumer preference towards flavours, and the factors influencing the purchase of Shrikhand.

Socio-economic characteristics of consumers

The socio-economic profile of the respondents was examined across age, gender, family type, family size, education, occupation, and annual income. Male respondents accounted for a slightly higher share of consumers (53.33%) than female respondents (46.66%), while the two retailers surveyed showed equal gender representation. Most consumers (58.88%) and both retailers (100%) were graduates, suggesting a generally well-educated customer base likely to be more aware and informed in their purchase decisions. Business persons (30.00%) and students (28.89%) together formed the largest occupational groups among consumers, followed by those in service (18.89%) and housewives (16.67%), indicating that Shrikhandwala products appeal to a wide range of occupational categories. The largest proportion of consumers (34.44%) belongs to ₹5,00,001-₹10,00,000 income bracket, followed closely by the ₹10,00,001-₹15,00,000 group (31.11%), indicating that Shrikhandwala products are predominantly favoured by middle-income households. Shrikhand was most commonly purchased as a regular dessert (37.78%), followed by purchases made during festivals (35.56%) and for family celebrations (26.67%), highlighting its role both as an everyday product and a festive sweet. Taste was cited as the most important reason for preferring Shrikhandwala products (33.33%), followed by quality (22.22%) and variety of flavours (16.66%). Price was the least influential factor (7.78%), indicating that consumers place greater weight on sensory and quality attributes than on cost. The 450-gm pack was the most preferred pack size (60.00%), followed by the 1 kg pack (24.44%), while the 2 kg pack was the least preferred (6.67%), indicating a strong consumer preference for medium-sized, convenient packs suited to regular household use. The results indicate that consumers were generally satisfied with Shrikhand products. Quality (66.66%), effectiveness (64.44%), and taste (55.55%) recorded the highest satisfaction levels, highlighting their importance in influencing purchase decisions. Consumers also expressed positive opinions regarding quantity, availability, and price, indicating that these attributes meet their expectations. In contrast packaging (50.00% neutral) and product instructions (58.88% neutral) received comparatively lower satisfaction ratings. This suggests that while consumers appreciate the product's core attributes, improvements in packaging design and product information could further enhance overall consumer satisfaction and strengthen purchase intentions.

Consumer preference towards flavours

Factors influencing the purchase of shrikhand

Conclusion

The study concludes that Shrikhandwala has established a strong market presence in Nagpur by consistently offering high-quality shrikhand with authentic taste. The major consumers are educated, middle-aged individuals from middle-income nuclear families. Mango and Classic Elaichi are the most preferred flavours, while the 450 g pack is the most popular choice. Taste, quality, and effectiveness are the key factors influencing purchase decisions, whereas packaging, labelling, and retailer margins require improvement. Overall, maintaining product quality, enhancing packaging, expanding preferred flavours, and adopting consumer-focused marketing strategies will help Shrikhandwala improve customer satisfaction, strengthen brand loyalty

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