author(s)
MV Wankhade, SV Warade, PR Kadu and NV Shende

abstract

The present study examines the socio-economic profile of dairy consumers and estimates the market share of major dairy brands in Jalgaon district, Maharashtra. A sample of 60 respondents was surveyed using structured questionnaires to gather primary data. Socio-economic characteristics such as age, gender, education, occupation, income, and family size were analysed using tabular methods to identify consumption patterns and preferences. The findings indicate that majority of consumers are working individuals aged 25-40, with middle income backgrounds and moderate education levels.

Market analysis revealed that regional brands like Amar and Vikas dominate in terms of sales volume across various product categories such as milk, ghee, curd, and lassi, owing to their affordability and availability. In contrast, national brands like Amul and Mother Dairy hold considerable market share due to their quality perception and brand trust. This study provides valuable insights for the marketers and cooperatives to tailor strategies that align with consumer demographics and regional brand preferences.