Abstract

This study explores the consumer demand and sales trends in the ghee market from the retailer's perspective. Through a structured survey of 140 retailers across urban and semi-urban areas, the research examines demographic profiles, consumer preferences, purchasing behaviour, and the impact of promotional activities on ghee sales. The findings reveal that most retailers operate convenience stores in urban locations, with a majority being self-owned and having extensive market experience. Consumer preferences for ghee are consistent across age groups and store locations, with no significant influence of health awareness on purchasing decisions. The market demonstrates steady demand, with most stores restocking monthly and selling over 25 kg of ghee per month. Promotional strategies, particularly price discounts and festive offers, significantly influence sales, especially when supported by company incentives. Despite the growing emphasis on health benefits in marketing, customer inquiries about health attributes remain relatively low. The study highlights the importance of quality, branding, and targeted promotions in maintaining and enhancing ghee sales, offering valuable insights for retailers and manufacturers aiming to capitalize on evolving consumer preferences.

Authors

S. Suganya, K. Rajamani, P. Gayathiri Devi
Mepco Schlenk Engineering College, India

Keywords

Retailers, Consumer Demand, Sales Trends, Ghee Product