Factors Influencing Consumer Buying Behavior with Special Reference to Dairy Products

in Pondicherry State
(Kumar & (Dr.) Babu, 2014)
The article that studies the competitive scenario between dairy brands in Pondicherry, Tamil
Nadu has given us the insight that Product Quality, Availability and Pricing are the three major
reasons whereas factors such as advertising and brand image score low on the consumer study
scale in terms of why a consumer would go for dairy products produced by a certain brand.
Furthermore, what the study also shows is the consumer preference in one of the emerging dairy
product market i.e. the ice cream markets. The study shows that frequency and place choice for
the purchase of dairy products will help the market leader (Ponlait) to identify the right channels
of distribution for its various dairy products.
For example: in the case of ice-cream Consumers Preference of place is Ice Parlors providing the
right ambience to enjoy their Ice-Creams. Further a Considerable amount of Brand Switching
behavior is observed among the respondents in case of non-availability of their favorite brands in
their stores and also a Retailer role in influencing brand choice is considerable at this level.
An insight into the influence of packaging and presentation format on consumer
purchasing attitudes towards cheese: A qualitative study
(Eldesouky & Mesias, 2014)
The prime objective of the study was to gain an insight into the mindset of consumers who
purchase variety of cheese related products. The results were obtained with the help of a focus
group technique owing to its considerable potential of being able to gather quality data in
consumer research. The results showed that product quality, price, packaging, brand and origin
are the main deciding factors when it comes to the purchase of dairy products. Although,
packaging and presentation of the product have a varying degree of influence on the consumers
purchase behavior packaging color and design are the most attractive factors that decide the
above.
Thus packaging format and color may also help a consumer decide upon his choice of purchase
even before he/she visits the store. These stimuli can thus be decisive when buying cheese and

thus can help the producers to communicate and spread awareness among the customers the
differentiation of their products
Welsh Dairy Products: Consumer Study Report
(Enterprise Planning & Research Ltd, 2012)
The aim of the research was to gain a better understanding of consumer knowledge and attitudes
towards Welsh Dairy products and was completed in November 2012. The study was conducted
in two stages, qualitative and quantitative. The qualitative stage was designed to explore the
various issues in depth and comprised a program of six focus groups across Wales, covering a
range of demographics and life stages.
The quantitative stage was designed to assess the relative importance of the various issues and to
identify differences between respondent groups. It comprised a program of 400 telephone
interviews with a representative sample of adults residing in Wales.
The study revealed that the picture with regard to Welsh Cheese is very different to that of
Welsh Milk. Unlike Welsh Milk there is no clear definition and few appear to be aware of
generic Welsh Cheddar as sold by supermarkets, even though Cheddar is by far the most
frequently purchased cheese.
It also seems probable that user behavior of Cheddar and milk purchasers differ once the product
has been taken home. Cheese is unlikely to be used more than once a day; furthermore, a key
benefit of some brands is the re-sealable packaging. This implied that other packs may, once
opened, need to be repackaged, e.g. in a plastic bag, cling film or foil, and the original wrapping
discarded.
The opportunity for the labelling to be seen on a number of occasions was therefore lost, unlike
milk, and unlike re-sealable packaged cheeses whose distinctive branding will continue to be
visible during the life of the product.
In order to increase sales of Welsh Cheddar, it would seem that supermarkets needed to change
their current labelling and display policy in order to make the Welsh labels more visible,
attractive and eye catching indeed more distinctly Welsh. A number of respondents said that

they do not buy Welsh products because the labelling does not make the country of origin clear
enough.
A study on customers preference towards dairy products
(Rubaina, 2010)
Rubaina undertook a research on the customer preference towards dairy products. The objective
of the study was to identify the customers preference towards dairy products and to know about
the factors which influence the selection of different brands of dairy products. The study revealed
that the company should make survey to know the expectations of the consumers and produce
that product in the manner so as to attract more customers towards their brand and advertisement
can be done through mass media to increase sales and to educate customers about the product.

Consumers attitude and opinion towards different types of fresh cheese: an exploratory
study
(Barros, Rosenthal, Walter, & Deliza, 2016)
The study as the title suggests aims to study the consumers attitude and opinion towards the
different types of cheese present in the Brazilian Market. Fresh cheese stands out for its tradition
and widespread consumption in Brazil. However, there is a lack of information on motivation
towards the consumption of available fresh cheeses in the Brazilian market. Focus group sessions
were used to explore consumers attitude and opinion about fresh cheese.
Participants stated that they would consume cheese without salt only by following a medical
prescription. However, the subjects declared that they would buy reduced salt cheese if such
reduction would not compromise the flavor. The meaning of the claim contains probiotic
microorganisms was often declared as unknown during the discussion.
However, they would buy a probiotic product. In addition, it was mentioned that a premium price
would be paid for such functional cheese. Participants declared that would buy goat cheese.
Nevertheless, to pay a higher price over the conventional one was a controversial and debatable
issue among consumers. Results revealed important implications for the development of
marketing strategies for fresh cheese.

The Consumption of Dairy and Dairy Alternatives and the Perception of Dairy in College
Students
(Gresser, 2015)
The purpose of this study was to determine the consumption of dairy and dairy alternatives and
the perceptions of dairy in college students enrolled at a Northeast Ohio state university.
Descriptive statistics were used to describe demographics, consumption of dairy and dairy
alternatives, and perceptions of dairy. T-tests were used to analyze differences in the
consumption of dairy and dairy alternatives and the perceptions of dairy between gender, living
situation, and academic status groups.
There were no significant differences in consumption of dairy and dairy alternatives in gender,
living situation, and academic status groups. There were some perceptions that were significantly
different in gender and living situation groups; however, there were no significant differences in
perceptions in academic status groups. This study demonstrated that college students are
consuming dairy, but not enough to meet the Dietary Guidelines for Americans 2010. Dairy
alternatives are not replacing dairy in college students as demonstrated by this study. Gender is
the most influential factor in the perceptions and misconceptions of dairy, especially in females.
Kosovo consumer buying behavior preferences and demand for milk and dairy products
(Miftari, 2009)
The aim of this study was to analyze consumer buying behavior, preferences, attitudes, needs and
wants toward dairy products. The study was carried out in five Kosovo regions (Prishtina,
Prizren, Mitrovica, Peja, and Gjilan). The selection of respondents for the purpose of the thesis
was done with the help of stratified random sampling.
The results show that milk, yoghurt, cream, curd, and cheese were the main dairy products
consumed by majority of Kosovo consumers. Supermarkets and grocery stores were the most
preferred market places by the consumers when buying milk and other dairy products. The
consumers preference towards market place was significantly dependent on demographic and
socioeconomic household characteristics Dairy products with shorter shelf life were bought more

frequently by the consumers compared to those with longer shelf life. Apart from product life,
other demographic and socioeconomic factors had significantly impact on the frequencies of
buying milk and other dairy products. The consumers demand for milk and other dairy products
was quite stable throughout the year. The consumers attitudes toward product features such as
nutritive content, taste, product safety, price, brand, wrapping, package size, and the origin of
product were significantly dependent on demographic and socioeconomic factors.
Kosovo consumers preferred bigger packages for curd and cheese. Smaller packages were
predominantly more preferred for fruit yoghurt and butter. Majority of the Kosovo consumers
had favorable bias towards domestic versus foreign dairy products. Product attributes such as
quality, safety, taste, and price were the main features motivating Kosovo consumers to purchase
domestic dairy products. Television and newspapers were the media most often used by the
consumers to get information about the dairy products. The preference towards new dairy
products and innovation was dependent on respondents characteristics.
Long-Term Growth in U.S. Cheese Consumption May Slow
(Davis, Blayney, Dong, Stefanova, & Johnson, 2010)
Cheese production and markets have emerged as important elements of the dairy industry over
the past three decades. Three approaches were taken to assess factors affecting U.S. cheese
consumption. The first showed the upward trend in total cheese consumption over time in a
supply-and-use framework. The second approach examined consumption using selected
demographic and economic factors and Nielsen 2005 Homescan data. Income, age, racial/ethnic
factors, location, and gender influence cheese consumption in different, but significant, ways.
Lastly, an analysis of Nielsen 2005 retail Homescan survey data was used to estimate cheese
demand and expenditure elasticities.
Race and ethnicity are important factors that may have significant impacts on cheese purchases
and consumption. Our findings show that Whites purchased more total cheese in 2005 than other
races or ethnic groups in the United States. To the extent that the non-White population is
forecast to increase more rapidly than the White population, average per capita cheese
consumption in the U.S. may reflect a shift toward patterns of lower cheese consumption (U.S.
Department of Commerce, 2008).

The implication behind this change in ethnic demographics is a possible per capita reduction in
cheese purchases and consumption. Regional population is another factor that has affected
cheese purchase and consumption in the past and will likely play some role in the future. As the
results suggest, there are regional differences in cheese consumption, and assuming the U.S. total
population continues to grow, where that growth takes place can affect the magnitude of cheese
consumption.
For example, if the South and Northeast are expected to have the largest increase in population
over the next decade, then one can expect that there will be a greater demand for processed
cheese, and other cheeses (the non-Italian varieties), all else being equal.
A final factor that may influence future cheese consumption is age. Improved medical treatments
have allowed people to live longer and, in some cases, healthier lives. As people grow older,
most tend to adjust their lifestyles, including their diets. As Baby Boomers move into the 60yearsold and older age group, it is expected that they will continue to consume cheese to obtain
the vitamin D and/or calcium needed for strong bones.
The Nielsen data indicate that per capita total cheese purchases for male heads of household ages
65 and older are highest among all male heads of household and female heads of household ages
65 and older are second-highest among all female heads of household. The expectations of more
cheese being consumed by that age group also would suggest more milk needed for cheese.
Stronger increases, or perhaps even a gradual increase in total cheese production, would require
processing/manufacturing adjustments for both cheese and milk.