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ObjectiveTo generate consumer insights for the Dairy product andwhat motivates consumer for cheese consumption patternto aid in the development of existing and new markets

Based on Research recommend appropriate strategies toescalate the existing market share

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Factors Influencing Consumer Choice foDairy product

Brand Loyal Productvariants PricingDiscoun

Promot

Nutritional

content

Quality and

Taste

Predefined

FactorsAvaila

Packaging Shelf life

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Research Methodology

Sampling - Convenience SamplingUniverse- All consumer of Cheese in India

Sampling Unit- Mumbai Cheese consumer

Sample size -200

Type of Research Observational and Online

Survey Research - Personal Interview

Scale Likert and Rank order

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Consumer Demographics

26%

41%

26%

7%

Consumer Age Classification

B

2

4

5

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Brand Perception

48 47

33

52

5

2

4

3

2 2

2

3 5

5

1 1

6

1 0 3

QUALITY PRICE NUTRITIONAL INFORMAITON

Amul Britannia Mother Dairy Danone Gowardhan / Go Nestle Nutella

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How Customers make decision ?

Predecided41%

On the spot59% Predecided

On the spot

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Others Predef4

Variants12%

Pricing11%

Offers8%

0%

Quality21%

0%

Health Features2%

0%

Others On the sp

5%

0%

Various Buying Decision factors Breakup (Dairy)

Brand Loyal

Others Predefined factors

Variants

PricingOffers

Quality

Health Features

Others On the spot factors

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Brand37

Others Predefin6%

Variants18%

Pricing12%

Offers14%

0%Quality6%

0%Health Features1%

0% Others On the spot facto6%

0%

Cheese Consumer various buying decision factors breakup

Brand LoyalOthers Predefined factorsVariantsPricingOffersQualityHealth FeaturesOthers On the spot factors

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Influences on the Consumer Purchase Decisio

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Marketing Influences to buy Go Cheese

Product

Size, variants, shape,shelf life Colour,quality, taste

Price Lower than Britannia and Danone

Place Easily available in modern trade Low availability in general trade,Product Placement

Promotion Children centric advertisement,Poor Product trail Negligible promotional offers, low POS

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Situational Influences to buy Go Cheese

Purchase Task Majority make buying decision on the spot considering various attributes 41 % have pre determined decision based mostly on brand loyalty

Social Surrounding Wife and children

Physical surrounding- It doesnt affect

Temporal Effect During Impulse Buying people go for Brand Product placed at the beginning of self

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Recommendation and Suggestions

Brand building and brand awareness through aggressive advertisements

Advertisement should highlight products quality more effectively

Promotional activities and sampling to convert brand loyal customers

Increase Awareness about product range and variants through poster &standees

Target population should be majority generation X and Y in terms of Cheese

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