A study on dairy products consumer preference for dairy product line across selected retail organizations in Odisha

Abstract

iii newlineABSTRACT newlineThis research work delves into the intricate relationship between consumers and retailers within the dairy industry in Odisha, India. Recognising the pivotal role of both parties in shaping the dairy product line, our study aims to elucidate the factors influencing consumer preference for dairy products while also exploring the strategies and challenges faced by selected retail organisations in meeting these preferences. newlineEmploying a multifaceted research methodology, the study integrates consumer surveys, interviews, and retailer assessments to provide a comprehensive analysis. The research incorporates a diverse consumer sample, considering demographic variables such as age, gender, income, and urban-rural residence, while also focusing on a selection of retail organizations representing local, national players and international players in the Odisha market. newlineThe primary objectives include identifying key drivers behind consumer choices, evaluating the impact of retail strategies on consumer preference, and assessing the challenges faced by retailers in meeting evolving consumer demands. Additionally, the study explores the collaborative dynamics between consumers and retailers, considering aspects such as product quality, pricing strategies, and promotional activities. newlineBy adopting a dual perspective, this research seeks to bridge the gap between consumer expectations and retailer capabilities in the dairy sector. The findings aim to inform both stakeholders about the intricacies of the market, offering insights for retailers to optimize their product offerings and strategies, and for consumers to make informed choices aligned with their preferences and values. newlineUltimately, this research contributes to a nuanced understanding of the dairy market in Odisha, fostering a symbiotic relationship between consumers and retailers. The insights generated are anticipated to guide future industry developments, policy formulations, and business strategies, promoting a sustainable and thriving dairy ecosystem in the region. newlineKey words: - Dairy product line, Consumer preference, Retail organisations, sales, Branded dairy products, Unbranded dairy products newline