Product innovation and its influence on consumer purchasing pattern – a study on packaged dairy products in Bettiah (west Champaran, Bihar)

Abstract

This article throws light on the usage pattern and the reasons behind low sensitivity of packaged dairy products. This paragraph obtains information concerning consumers' preferences and knowledge of processing organic/dairy products. It also identifies those consumers who are most likely to get processed organic/dairy products. The objectives of this study were to examine the usage pattern, user preferences, and scopes for products change, with respect to the packaged (and branded) dairy products in the town; Bettiah, West Champaran, Bihar. The researcher has used a descriptive research study using a structured questionnaire for collecting the necessary details for research analysis. Descriptive frequencies analysis used to determine the user or household characteristics that affect the purchase order related to packaged dairy products. The study also showed that, the family size and families with higher earnings were more concerned with quality of packaged dairy product. Further, this study also revealed that, majority of the population living in rural areas still uses the unprocessed, unbranded local dairy products only, which are neither healthy nor enriched with nutrients.