Consumer Perception Towards Use of Branded Dairy Products in Patiala and Jalandhar

Abstract

The purpose of this study was to understand the consumer perception towards branded dairy products and its factors viz product quality, brand image, productknowledge and product attributes. A probability sampling technique, conveniencesampling method has been used. The factor analysis, reliability analysis and one - wayANO VA was used to test the hypothesis. The results showed that the four factors ofconsumers' perception were important. The findings of the study indicated that there isno significant relationship between annual income, product quality, product knowledgeand product attributes. There is a significant relationship between annual income andbrand image. The study suggested that the branded dairy companies should adopt practices to attract people, and provide them knowledge, so that they are willing to buybranded dairy products.Keywords: Consumer Perception, Branded Dairy Products