Factors Influencing the Consumers Behavior of Branded Milk and Milk Products in Tirupati City of Andhra Pradesh, India

This chapter aims to analyze the factors influencing the consumers behavior of branded milk and milk products in Tirupati City of Andhra Pradesh, India. Tirupati City, an important Tier-II city in the Rayalaseema region of Andhra Pradesh, was purposefully chosen for the study. Based on the highest population in descending order, twelve wards were chosen. From each ward, 10 consumers were chosen, totaling a sample size of 120 consumers. The variables influencing consumer behavior for branded milk and milk products were gathered using a well-defined schedule through personal interview method. The current study, which focuses on the factors that have the greatest impact on consumes purchasing decision for branded milk and milk products, may be useful to the business community involved in the branded milk and milk product channel. The findings of Principal Component Analysis inferred that the consumer behavior of branded milk and milk products was influenced by five factors namely Consumer preference factor (Family, Advertisement, Quality, Offers, Package Design, Hygiene in production and Fat content) All factors affecting consumer preference had factor loadings that were (4.966), Product attribute factor (Price, Flavor, brand Image) and factor loadings were (1.993), Perishable factor (Freshness, appearance) with factor loading (1.427), Referral factor (Friends and Relatives, Wide Pnroduct Range and Product Availability) total factor loadings of Referral Factor (2.066) and Convenience factor (Packs in suitable quantities and Texture). Factors influencing convenience with total factor loading were (1.407).