The Role Of Branding In Shaping Consumer Behavior: A Study Of Selected Dairy Companies In Nashik District

Abstract

Branding has become a crucial element affecting consumer behavior, especially in the competitive dairy industry, where product differentiation may be limited. This research examines the influence of branding components—namely brand awareness, brand trust, perceived quality, and brand loyalty—on consumer purchasing decisions concerning dairy products in the Nashik region of Maharashtra, India. A structured questionnaire was administered to 180 respondents, who are regular consumers of dairy products including milk, curd, paneer, ghee, and flavored milk from brands such as Amul, Gokul, Warana, Sarda, and Mahanand.

The results indicate that robust brand recognition has a substantial effect on repeat purchases and consumer trust. Trust in brands and perceptions of quality emerged as the primary factors influencing consumer decisions. Additionally, packaging, marketing memory, and emotional affiliation with brands were recognized as additional determinants of brand choice. The study highlights the importance of consistent brand messaging and quality control in cultivating lasting consumer loyalty in the dairy sector.