A Study on Dairy Products of Consumer Purchasing Patters and Motivation

The marketing concepts are drastically changing and are being challenged by a world of empowered consumers, heightened competition, globalization, advances in technologies and the interdependencies of these forces. Consumer Motivation refers to driving forces within an individual produced by a state of tension caused by unfulfilled needs, wants and desires. Consumers, at any given time, are generally influenced by a set of motives rather than just one motive. The consumer motives, perceptions, preferences, patterns of purchasing and influences differ from product to product. There is a need to study consumer motivation and de-motivation factors for purchasing dairy products which is relatively unexplored in the context of growing competition. Entry of new companies, emerging new products, design of new strategies in dairy industry creates a need to study the consumer behaviour.

The present research has broadly two strands; one analysing the demographic profile of the consumers in dairy market, second examining the consumer motivation factors and De- motivation factors for purchasing dairy products in Chittoor district, Andhra Pradesh.