A Study on Factors Influencing Consumer Purchase and Intension towards daily products.

Abstract

The contemporary consumer marketplace offers a vast array of dairy choices characterized by distinct brands, diverse pricing structures, and varying quality standards. As health consciousness and urbanization rise dramatically among consumers, the demand for safe, hygienic, and premium quality dairy staples has surged concurrently. Modern buying journeys are heavily swayed by multi- dimensional factors, including structural packaging formats, online social proof, and widespread point-of-sale availability. This study utilizes Consumer Behaviour Theory to map how personal psychology, demographic variables, and micro-environments interact to shape consumer preferences. By evaluating these shifting purchase steps, dairy companies can get better results from their product innovation and retail distribution networks. Operating within the food manufacturing sector, the dairy industry stands as a cornerstone of both the global and Indian economic frameworks. India is the world's largest producer of milk, and it plays an important role in meeting the dairy needs of millions of people. by contributing 25% of the world's total output, with its domestic dairy market valuation hitting a staggering ₹19,02,318 crore in 2024. Supported by proactive government infrastructure schemes and high foreign direct investment, prominent regional models like the Karnataka Cooperative Milk Producers' Federation (KMF - Nandini) have successfully scaled commercial dairy farming. Overall, consumer purchase decisions towards dairy products are no longer based on a single factor such as price or taste. They are the result of several interconnected factors, including product quality, freshness, safety and hygiene, price, taste, brand image, trust, availability, convenience, packaging, health awareness, social influence and digital information. Understanding these factors is essential for dairy companies because consumer expectations continue to change with improvements in income, education, technology, urbanization and lifestyle. Therefore, a study of factors influencing consumer purchase decisions and purchase intention towards dairy products can provide valuable insights for dairy manufacturers, marketers and retailers. The findings can help companies identify the factors that have the strongest influence on consumers and develop suitable strategies relating to product development, pricing, branding, distribution and customer communication. Such an understanding can also help dairy companies improve customer satisfaction, encourage repeat purchases and build stronger long-term relationships with consumers.