Brand competitiveness and consumer preference towards milk and milk-based products Multi-Dimensional Scaling (MDS)

G Gourav; B Parasuraman; Rohini; Senthilkumar; V Manikkaam; M Kannan

doi:10.14719/pst.5971

Authors

Gajula Gourav Department of Agricultural and Rural Management, Tamil Nadu Agricultural University, Coimbatore, India https://orcid.org/0009-0007-7401-0489
Balaji Parasuraman Department of Agricultural and Rural Management, Tamil Nadu Agricultural University, Coimbatore, India https://orcid.org/0000-0002-0632-1302
Rohini Department of Agricultural and Rural Management, Tamil Nadu Agricultural University, Coimbatore, India https://orcid.org/0000-0002-3476-0003
Senthilkumar Department of Agricultural Extension, Tamil Nadu Agricultural University, Coimbatore, India https://orcid.org/0000-0001-7344-4209
Vijayabhama Manikkaam Department of Physical Sciences & Information Technology, Tamil Nadu Agricultural University, Coimbatore, India https://orcid.org/0000-0001-9437-9477
Mugilan Kannan Department of Agricultural and Rural Management, Tamil Nadu Agricultural University, Coimbatore, India https://orcid.org/0009-0000-0440-6495

DOI:

https://doi.org/10.14719/pst.5971

Keywords:

brand competitiveness, factors, milk, Multi-Dimensional Scaling (MDS)

Abstract

This study investigates brand competitiveness and consumer preferences for milk and milk-based products like curd, ghee, butter, sweets, paneer, etc. utilizing Factor Analysis and Multi-dimensional Scaling (MDS) to provide insights into key dimensions influencing brand perception. Factor Analysis identified five critical dimensions that together explain 70.67% of the total variance in brand competitiveness. These dimensions include Best Brand and Customer Satisfaction (18.25%), Quality, Brand Trust and Awareness (14.47%), Price-Value Perception, Availability and Packaging (14.14%), New Products and Health/Nutrition (12.56%) and Loyal Customers and Recommendations (11.23%). The findings emphasize that Brand Reputation, Customer Satisfaction, Quality and Brand Trust are crucial in shaping brand competitiveness, underscoring the importance of meeting consumer expectations. In parallel, MDS analysis mapped consumer perceptions of eight milk brands, highlighting those brands like Tirumala, Sreeja and Sri Venkateswara are positively viewed in terms of value and taste. Conversely, brands such as Vijaya, Arokya, Heritage and Dodla received lower ratings; this suggests a gap between their price and quality or taste of their offerings. These insights are valuable for brands aiming to enhance their market position and align more closely with consumer preferences.

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