Consumer preference of non-durable products with special reference to milk and allied products

As milk is a very important component of the Indians diet, this study deals with consumer preferences for milk in Ludhiana, (Punjab) India and also tries to determine consumers types based on their preferences and demographic factors. To achieve these objectives, this study designed a survey and collected primary data in Ludhiana. Then the data were analyzed using Factor analysis to determine milk consumer classes based on the different attributes. Factor analysis indicates that the most important attribute for Ludhiana consumers is “Price & Brand”. Also two consumers groups were identified with their specific characteristics for each group.

This study provides useful information to different Users including milk and other milk products. The milk industry and its marketers may benefit from this information by using it to strategically market their milk to different groups.