Abstract: The present study “Study on Buying Behavior, Market share and consumer Perceptions of Sudha Milk in District Katihar, BIHAR” Was undertaken with a view to analyze popularity of Sudha milk and milk product. The study was conducted to find out following objective: Done by dairy under the brand name Sudha in the assigned places for achieving these objectives Katihar district of state Bihar selected. The important conclusions were drawn from study. The functional societies, 45 to 100 percent were registered in different district of Sudha dairy during 2024-2025. The approx. 200 lakh litre/day milk was procured by the Katihar Dugdh union during the year 2024-2025. The increased trend of average milk price was found during 2012-20 to 2016-2017. The study identifies major determinants of consumer behaviour including price sensitivity, perceived quality, availability, packaging, brand image, and trust. A demographic analysis highlights that age, income, family size, and education level significantly influence buying preferences. The findings reveal that a majority of consumers in Katihar prefer Sudha Milk due to its affordability, consistency in quality, and accessibility through a widespread distribution network. Despite competition from local and private dairy brands, Sudha maintains a strong market share in the district, although brand promotion and innovation remain areas with room for growth. Consumer perception of Sudha Milk is largely positive, particularly regarding hygiene and freshness, though some respondent’s express concerns about limited product variety and occasional supply issues. The study concludes by offering recommendations for enhancing customer engagement, improving supply chain efficiency.
Keywords: Buying Behaviour, Consumer Perception, Market Share, Dairy Products, Milk Distribution.
Author: Manish Kumar and Sanjay Kumar
doi: https://doie.org/10.10346/AE.2025637014
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