Consumer Preference Over Various Categories of Amul Products, Based on Different Demographic Variables in Jalpaiguri Municipal Areas

In a dynamic and fiercely competitive marketplace, maintaining market share and brand goodwill requires organizations to continuously align with evolving market scenarios. Guided by Kotler and Keller's definition of consumer buying behaviour, business houses rely heavily on market surveys to decipher consumer attitudes, intentions, and decision-making processes. For a dominant dairy brand like Amul, capturing localized consumer perceptions, psychological drivers, and social-cultural norms is vital to sustaining brand loyalty and optimizing revenue growth against rival brands. This study evaluates consumer preferences, purchase decisions, and brand perceptions regarding the dairy product portfolio of Amul in comparison to its key market competitors. It specifically investigates the underlying drivers of consumer inclination toward Amul, measures the marketplace positioning of its various product categories, and analyses the critical factors causing consumers to deliberately shift to rival brands. Primary data was gathered through a structured market survey distributed among targeted consumers. The analytical framework correlates consumer decision-making metrics against core social, cultural, personal, psychological, and demographic variables.