Customer Purchase Intention Towards Dairy Products: An Empirical Study Through SEM

The research paper attempts to understand the various parameters leading to customer purchase intention toward the dairy products. The study paper draws its insights and conclusions by using exploratory factor analysis (EFA) followed by incorporating confirmatory factor analysis (CFA) statistical technique along with using structural equation modeling (SEM). As per the outcome of the study, customer services variable comes out to most positively influence the attitudes of the consumers towards purchase intention followed by price of the product, quality of the dairy products, and last but not least, product packaging. This research paper identifies various factors which are making an impact on the customers' minds while purchasing milk and milk products. This paper carried out a review of literature in the field of customer purchase intention and dairy industry in order to understand the current practices, identify gaps, and suggest future research agendas.