A STUDY ON CUSTOMER SATISFACTION OF DAIRY PRODUCTS WITH REFERENCE
ABSTARCT :
The dairy industry is one of the most significant segments of the food and beverage sector, contributing not only to the nutritional needs of consumers but also to the agricultural economy of many nations. Dairy products such as milk, curd, butter, cheese, paneer, yogurt, and ghee are daily essentials in households across rural and urban regions. With rising health awareness, increased disposable income, and evolving dietary preferences, consumers today expect not just product availability but high quality, hygiene, and value for money. As competition intensifies, dairy companies must focus not only on production efficiency but also on maintaining a strong customer base by ensuring high levels of satisfaction. Customer satisfaction is a crucial determinant of loyalty, repeat purchase, and positive word-of-mouth, all of which are vital for sustaining a brand in a saturated market.
The emergence of private brands, cooperatives, and multinational players in the dairy segment has given consumers a wide range of choices. This has empowered customers to shift their loyalty quickly if expectations are not met. Therefore, it becomes essential for companies to continuously monitor customer perceptions and satisfaction levels. Satisfaction in the dairy industry is influenced by several factors such as freshness of products, taste, pricing, packaging, nutritional content, shelf life, ease of availability, and brand reputation. Furthermore, after-sales service, complaint resolution, and company responsiveness also play a growing role, especially in cases involving doorstep delivery and subscription models.
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