A Study on Consumer Perception Toward Value-Added Dairy Products (Flavoured Milk, Yoghurt, Cheese, etc.)

Author(s)	Prof. Dr. ASHISH K. MAKWANA, Mr. DILEEPKUMAR V. KANER
Country	India
Abstract	This study examines consumer perception and purchasing behaviour regarding value-added dairy products (VADPs) — specifically flavoured milk, yoghurt, and cheese — among consumers in Anand, Gujarat. A structured questionnaire was administered using Google Forms and yielded 96 valid responses. The analysis integrates descriptive statistics and graphical representation to elucidate demographic profiles, product preferences, purchase frequency, drivers of choice (taste, health, price, packaging), satisfaction levels, and awareness of food certifications. Results indicate a pronounced preference for flavoured milk and yoghurt, moderate willingness to pay price premiums for perceived quality, and low-to-moderate awareness of certification marks. The study discusses implications for dairy firms in product development, labeling, and targeted communication strategies to enhance consumer trust and market penetration.
Keywords	Value-Added Dairy Products, Consumer Perception, Flavoured Milk, Yoghurt, Cheese, Anand, Gujarat
Field	Business Administration
Published In	Volume 16, Issue 4, October-December 2025
Published On	2025-10-31
DOI	https://doi.org/10.71097/IJSAT.v16.i4.9173
Short DOI	https://doi.org/g99qmq

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