author(s)
Apoorva Srivastava, Sneha Das and Udayan Giri

abstract
Nowadays the rapidly changing and cut-throat market is the prime factor that leads to the accomplishment of any business is based on how much the business knows its customers and their way of consumption and acknowledging the reasons that put an impact on their decision-making process for coming up with appealing and interesting discounts and offers of products and caring services and having different Integrated Marketing communications tools that would help customers know about company’s different products and services as well will take care the basic and important requirements of the customers at the same time. Understanding consumer behavior is an analysis that involves a huge and powerful range of topics related to marketing awareness and the survey requires a continuous process. This research paper examines milk and different dairy products which are a few of the daily-consumed food products which are indicated by comparatively more buying frequency. People across India tend to consume different products made out of milk at different quantity, quality, and price concerning the different buying habits. That being the case, we are focused on identifying and studying the habitual buying behavior concerning dairy products in India. Furthermore, this research paper consists the study of various demographic factors that influence the consumer’s buying decisions of different dairy products from different brands available in India, their buying frequency, how companies’ works for remaining the favorite brand of its customer, loyalty towards the brand, and the importance that customer finds in their particular milk or dairy products.