An Exploratory Study on Factors Influencing the Purchase Intention of Packaged Milk in Erode District, India
Venkatesa Palanichamy N
Department of Agriculture, Agricultural College and Research Institute, TNAU, Coimbatore, India.
Kalpana M *
b Department of Computer Science, Agricultural College and Research Institute, TNAU, Coimbatore, India.
Giruba M
Agricultural College and Research Institute, TNAU, Coimbatore, India.
Aruna Prabha S
Agricultural College and Research Institute, TNAU, Coimbatore, India.
*Author to whom correspondence should be addressed.
Abstract
Consumption of unbranded milk leads to several problems in children and adults. Therefore, innovative packaging technologies is needed for the development of extended shelf life and value added foods and food products. The objective of the present study is to identify the factors influencing the purchase intention towards packaged milk. The study area is confined to Erode district because of its high population and high purchase of packaged milk. Primary data were collected by using a well-structured and pre tested questionnaire. An exploratory factor analysis was performed to identify the underlying factors of consumer intention towards packaged milk. From the analysis, it is found that, product quality, value addition and promotional activities like advertisement were the factors that influenced the buying intention of packaged milk.
Keywords: Packaged milk, purchase intention, consumer buying behaviour, factor analysis