A Study on Consumer Preference for Coconut Milk in Bangalore City

Aims: This study aimed to analyze consumer preferences for coconut milk, exploring association between consumer profiles and demographics. Additionally, it investigated factors that influenced buying behaviour of coconut milk consumers. The study provided insights into consumer education, income, age, and gender profiles concerning coconut milk, offering an understanding of the brands they preferred. Factor analysis revealed the forces shaping consumers' coconut milk purchase choices and brand preferences. These findings provided practical insights for refining producer and marketer strategies to meet consumer demands and enhance competitiveness in a dynamic market landscape.

Study Design: Descriptive research design.

Place and Duration of Study: The research was carried out in Bangalore City, during July 2023, primary data was collected from a random sample of respondents.

Methodology: The study specifically targeted a sample size of 60 consumers. A well-structured questionnaire was used to collect data from the sample respondents. The study deployed Factor analysis to assess the factors that influence the consumer purchase Behaviour of coconut milk and priorities regarding various attributes of coconut milk.

Results: This study indicated that the majority of respondents were female (68.30%). The largest age group was 26-35 years (43.30%), and most respondents had an annual income of ₹6.00 lakhs - ₹8.00 lakhs (30%). About half of the respondents held Bachelor's degrees (50%), and the majority were employed (66.60%). Factor analysis provided that External perception factors comprised three factors namely Brand reputation, Availability, and Packaging with a variance of 32.378 percent that were the most influenced factors for the purchase of coconut milk by consumers.

Conclusion: Analyzing consumer profiles factor analysis provided vital insights for the coconut milk industry. These findings offer guidance for refining producer and marketer strategies to meet consumer demands and excel in a rapidly changing market environment. Tailoring product availability, packaging, pricing, and sustainability, in alignment with consumer preferences will effectively improve reach and meet consumer expectations in the coconut milk market.