CONSUMER AWARENESS AND BUYING BEHAVIOUR TOWARDS COOPERATIVE DAIRY PRODUCTS

The study on consumer awareness and buying behaviour towards cooperative dairy products provides important insights into the factors influencing consumer purchase decisions. The findings reveal that consumers possess a high level of awareness regarding cooperative dairy products and generally hold positive perceptions of these products. Product quality, reasonable pricing, and brand trust emerged as the most influential factors affecting buying behaviour. The study also established a significant positive relationship between consumer awareness and purchasing behaviour, indicating that informed consumers are more likely to purchase cooperative dairy products regularly. Furthermore, a majority of respondents expressed satisfaction with cooperative dairy products, reflecting their confidence in the quality and reliability offered by cooperative dairy organizations. Despite its contributions, the study has certain limitations. The research was confined to a sample size of 100 respondents, which may not fully represent the broader consumer population. The study relied on self-reported responses that may be influenced by personal opinions and perceptions. Additionally, the research focused only on cooperative dairy products and did not conduct extensive comparisons with private dairy brands. Based on the findings, several recommendations can be made. Cooperative dairy organizations should strengthen consumer awareness programs through digital marketing, social media campaigns, and community outreach initiatives. Continuous improvement in product quality, packaging, and distribution networks can further enhance customer satisfaction. Efforts should also be made to introduce innovative dairy products that cater to changing consumer preferences and health-conscious lifestyles. Future research may be conducted with larger sample sizes covering different geographical regions to improve generalizability. Comparative studies between cooperative and private dairy brands can provide deeper insights into consumer preferences. Researchers may also explore the impact of digital marketing, sustainability initiatives, and changing consumption patterns on consumer buying behaviour in the dairy sector. Such studies will contribute to a better understanding of the evolving dairy market and support the long-term growth of cooperative dairy organizations.

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