Scilight Press

Companies adopt standardized product and communication strategies, largely ignoring the need for customer profiling and understanding consumer preferences. The present paper seeked to understand the socio-demographic profile of dairy customers, their attribute preferences, and sources of brand awareness to enable dairy marketers to design an effective communication strategy. A multi-method research approach was adopted in the present study conducted in Uttar Pradesh. The study concluded that the companies’ communication efforts were inadequate and the awareness level of consumers was dismal. The pull generated by the dairy companies in the market was deficient. Examination of the socio-demographic profile of dairy consumers presented significant implications for marketers. The study of preference of attributes regarding the purchase of dairy products indicated that dairy being a food item, attributes validating the aptness of consumption were given preference over price, place and promotion. Quality taste, freshness, and flavour were the most sought-after attributes for all dairy items under study.