Role of Consumers, Perceptions in Developing Business Model for Milk & Milk Products in Varanasi, Uttar Pradesh

The study has examined the role of perception in developing business models for milk and milk products in Varanasi, Uttar Pradesh by collecting data from 55 consumers using convenience sampling, stratified random sampling and purposive sampling. The study has found that 56 per cent of the respondents consume unpackaged milk, 42 per cent of the respondents consume both packaged and unpackaged milk and 2 per cent of the respondents consume packaged milk only. In the case of unavailability of unpackaged milk, the preferred brands were ‘Amul’ and ‘Sudha’. The respondents have been found quality conscious and expressed their willingness to pay even 25 per cent higher price for good quality milk. For unpackaged milk, the BHU dairy milk was most preferred because of no adulteration, freshness and availability at door steps. The study has concluded that perception really plays an important role in selecting the brand and quantity of milk and milk products and therefore consumer perception can be used to ascertain other business models as well.