A Study of Factors Influencing Consumer Preferences for Packaged Milk in Marathwada Region

Abstract

This study explores the various factors influencing consumer preferences in the Marathwada region of Maharashtra, India. Marathwada, known for its diverse socio-economic landscape, presents a unique case for examining consumer behaviour. The research aims to identify key determinants that shape consumer choices, including psychological, social, cultural, and personal factors. Data was collected through structured questionnaires and interviews with consumers across urban and rural areas within the region.The findings reveal that cultural influences, particularly traditional and regional values, significantly impact consumer preferences in Marathwada. Social factors such as family, peer groups, and community also play a crucial role. Personal factors like income, education, and lifestyle are found to be strong determinants of consumer choices, with significant differences observed between urban and rural consumers. Additionally, the study highlights the growing influence of digital media and advertising in shaping consumer attitudes and behaviours, especially among younger demographics.The results provide valuable insights for marketers and businesses aiming to penetrate the Marathwada market. Understanding these factors can help in developing targeted marketing strategies that resonate with the local consumer base. The study also suggests areas for further research, particularly in understanding the impact of economic changes and technological advancements on consumer behaviour in the region.