Retailer Perception and Satisfaction Towards Short Shelf-Life Dairy Products

This study examines retailer perception and satisfaction towards short shelf-life dairy products with special reference to Godrej Jersey. Retailers play a crucial role in maintaining freshness and ensuring last-mile delivery of perishable dairy products such as milk, curd, paneer, and buttermilk. Primary data was collected from 162 retailers operating in Hyderabad and Rajahmundry using a structured questionnaire. Statistical tools such as reliability analysis, KMO and Bartlett’s test, factor analysis, and regression analysis were employed. The results reveal that product freshness, delivery frequency, packaging suitability, brand support, and consumer pull have a significant positive influence on retailer satisfaction, which in turn impacts retailer loyalty. The findings provide valuable managerial implications for dairy companies to enhance supply chain efficiency and strengthen retailer relationships.