Customer Purchase Intention Towards Dairy Products: An Empirical Study Through SEM

Review Of Literature On Factors Playing Important Role In Purchasing Intension Of Customer

Milk is one of the irreplaceable and most vital food ingredients for all mammals on the planet earth. It is the most important food which is required at every stage of human life cycle i.e., child, young ones and adult and also considered as a complete food because of its composition i.e., essentials vitamins, rich in protein, minerals, fat, carbohydrates which every individual need for its growth and maintaining good health. So, keeping these things into consideration, consumers purchasing intension towards purchasing milk and milk products should be kept in the mind by the dairy companies as well as the customer purchasing intension towards milk and milk product consumption varies significantly day by day (Grunert et al., 2000; Bus and Worsley, 2003; Yee and Chin, 2007; Robb et al., 2007; Francesconi et al., 2010), through his research paper have given four important dimensions which is considered by the consumers while building perception the quality of the dairy product which are convenience, health, hedonic and process-related. (Kumar and Babu, 2014) carried out research work on brand preference, customer satisfaction and influencing factors regarding dairy products purchase behavior in Pondicherry State, India in which they studied the six important factors, namely advertisement, brand preference, product availability, product pricing, product quality and product variety on consumer dairy purchase behavior. By using a weighted average method, it was found that product quality, product availability, product pricing, product variety, brand image, and advertising play a very important role in consumers' mind while purchasing milk and milk products. The research finding suggests that quality (i.e. freshness, taste, and texture), availability of the product in the market and price of the product are three essential factors which customer kept in their mind while purchasing dairy products. (Kurajdova et al, 2015) in his study on literature review on factors influencing milk purchase behavior has given a summary of various factors influencing purchasing intension by the different authors which is elaborated in table 1.