CONSTRAINTS FACED BY URBAN CONSUMERS IN CONSUMPTION OF DAIRY PRODUCTS
2022
J. Shilpa Shree | C. Valli | A. Serma Saravana Pandian | K. Chitrambigai
The present study was undertaken to identify various constraints faced by urban consumers and to assess the interrelationships between constraint score in consumption of dairy products and the socio-demographic factors. For this research work, Chennai metro city was purposively selected due to its massive urbanization. A total of 195 household dairy products consumers were selected by a simple random sampling procedure from North, Central and South regions of Chennai city (65 from each) and primary data was collected with the help of well-structured and pre tested interview schedule. The results indicated that the major constraints faced byconsumers in consumption of dairy products was in the order of poor accessibility, insufficient supply, poor shopping environment, outlet not open on all the days, non-availability in preferred quantity and poor packaging. The results indicated that the variable, monthly family income was found to be positively influencing the constraint score whereas, family size, hindu religion, educational status of the head of the household and presence of children in the family were found to be negatively influencing constraint score in consumption of fluid milk whereas in case of ghee, khoa and ice cream, the variable, food habit of the family was found to be positivelyinfluencing the constraint score whereas, family size, monthly family income, educational status of the head of the household and presence of children in the family was found to be negatively influencing constraint score in consumption of ghee, khoa and ice cream.
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