2023, Vol. 8, Special Issue 6

The current study, "A Study on Market Perception and Consumer Buying Behaviour of Ananda Dairy Milk and Paneer in Delhi West Region," was carried out in the academic years 2022-2023 using a sample of 120 respondents in Rajouri Garden in the Delhi west area. It was noted during the study that in terms of consumers' perceptions of the marketing of Ananda dairy milk and paneer, advertisements rank first with 41 respondents, followed by recommendations from friends ranks second with 22 respondents, packaging ranks third with 22 respondents, price of the product ranks fourth with 13 respondents, taste of the product ranks fifth with 11 respondents, and availability of the product ranks sixth with 10 respondents and The perceptions of consumers towards Ananda Milk were influenced by various factors. In terms of taste, 27 participants expressed uncertainty, while 26 found the taste to be unfavorable and 22 found it to be favorable. Additionally, 13 respondents regarded the taste as very good, while 12 found it very unsatisfactory. When evaluating milk quality, 28 respondents were unsure, 22 considered it poor, and 21 deemed it good. Moreover, 19 respondents perceived the quality as bad, and 10 respondents found it very good. Regarding the milk's fat content, 28 respondents were pleased with its quality, 25 were dissatisfied, and 21 were content. 15 respondents were uncertain about the fat content, and 11 respondents found it to be very poor. In terms of packaging, 24 respondents appreciated the excellent packaging, 23 were unsure, 19 found it good, and 16 found it very good. Evaluating nutritional values, 26 respondents thought they were low, 24 found them very low, and 22 were uncertain. Conversely, 17 respondents perceived them as very good, and 11 respondents as good. In relation to availability, 23 respondents considered it good, 21 were unsure, 20 found it very good, 19 found it very poor, and 17 found it poor. Lastly, concerning price, 29 respondents thought it was very reasonable, 26 found it good, 21 were unsure, 16 considered it high, and 8 deemed it very high and The elements influencing the viewpoints of participants toward Ananda Paneer were diverse. Regarding taste, 31 respondents expressed uncertainty, followed by 23 who considered the taste to be unpleasant, 14 who found it satisfactory, 17 who found it very satisfying, and 15 who found it very unsatisfactory. Concerning the quality of the paneer, 27 respondents were unsure, while 18 respondents perceived it as low quality, 24 deemed it of good quality, 18 found it very poor, and 10 found it very good. Evaluating the softness of the paneer, 22 respondents regarded it as highly soft, 19 found it lacking in softness, 26 considered it sufficiently soft, 23 were uncertain about its softness, and 10 perceived it as very poor in softness. In terms of packaging, 22 respondents were pleased with the excellent packaging, while 29 were unsure, 16 found it good, 14 found it unsatisfactory, and 19 found it very unsatisfactory. Assessing nutritional values, 26 respondents deemed them inadequate, 18 found them very inadequate, 24 were uncertain, 21 considered them very good, and 11 considered them good. Regarding the availability of Ananda paneer, 21 respondents considered it very good, 18 regarded it as good, 19 were unsure, 13 found it very unsatisfactory, and 29 found it unsatisfactory. In terms of price, 32 respondents found the price very reasonable, 26 found it reasonable, 18 were unsure, 13 considered it high, and 11 considered it very high.