Evaluating Consumer Engagement with Yoghurt Using Sampling Campaigns in Anand

Abstract

This study investigates consumer engagement with Amul Stirred Yoghurt through sampling campaigns in Anand, Gujarat, a region renowned for its dairy heritage and the birthplace of Amul. Despite India’s position as the largest global producer and consumer of milk, yoghurt consumption remains limited in semi-urban areas. The study employs a structured questionnaire-based survey with 150 respondents to assess yoghurt consumption habits, purchase behavior, product awareness, and barriers to adoption. Findings reveal that only 21% of respondents consume yoghurt, with flavoured variants being the most preferred. Purchase frequency is low, and product awareness—especially regarding health benefits like gut wellness—is limited. Local retail outlets dominate as purchase channels, but online shopping is emerging. Sensory attributes, particularly taste and flavour, are key purchase drivers, surpassing health considerations. Sampling campaigns have proven moderately effective in creating awareness, highlighting their potential as experiential marketing tools. For non-consumers, lack of awareness and limited availability were primary barriers. The study suggests that educational initiatives, improved distribution, and strategic sampling can boost consumer trial and regular consumption. These insights offer actionable recommendations for dairy marketers and cooperatives to strengthen brand engagement and promote healthier dietary patterns through value-added dairy products.