PREFERENTIAL CHOICES OF CONSUMERS TOWARDS DAIRY PRODUCTS - A STUDY IN SELECTED DISTRICTS OF ANDHRA PRADESH

Consumer behavior is the combination of rational and emotional factors and it is highly impulsive. This paper examines the perception of the consumer towards dairy products in the selected Guntur district of Andhra Pradesh. It examines the factors of consumer motivation towards the purchase of dairy products and it analyze the purchase preferential choices of consumers towards dairy products. The present research study adopts descriptive research design and both primary and secondary data was utilized for drawing the inferences from the study. The sample size was fixed for the study was 140 and multi stage random sampling and convenience sampling techniques were applied to draw the required sample for the study. Statistical tools like mean , standard deviation, Z-test and ANOVA were applied for the verification of the proposed null hypotheses. The study concludes that there exists no significant difference between the gender of the consumers with respect to the factors of motivation in purchasing dairy products and there exists no significant difference in between the age categories of the consumers with respect to the factors of motivation in purchasing dairy products. The study further concludes that there exists no significant difference in the perception among the gender of the consumers and their purchasing preferences towards dairy products and there exists no significantdifference in the perception among the age categories of the consumers and their purchasing preferences towards dairy products.