A study on the influencing factors of consumer perception of dairy products in al Musannah region of Oman

Farah Al-Harthi; Deema Al-Saadi; Wajood Al-Hadabi; Sheikha Al-Sheriyani; Mohammed Naveed Udaigiri

doi:10.65453/ajbmr.v15i2.1507

Authors

Farah Al-Harthi College of Economics and Business Administration, University of Technology and Applied Sciences, Al Musannah, Sultanate of Oman.
Deema Al-Saadi College of Economics and Business Administration, University of Technology and Applied Sciences, Al Musannah, Sultanate of Oman.
Wajood Al-Hadabi College of Economics and Business Administration, University of Technology and Applied Sciences, Al Musannah, Sultanate of Oman.
Sheikha Al-Sheriyani College of Economics and Business Administration, University of Technology and Applied Sciences, Al Musannah, Sultanate of Oman.
Mohammed Naveed Udaigiri College of Economics and Business Administration, University of Technology and Applied Sciences, Al Musannah, Sultanate of Oman.

DOI:

https://doi.org/10.65453/ajbmr.v15i2.1507

Keywords:

Consumer behavior, dairy products, purchase decisions, brand preference, consumer preferences, household consumption, retail buying patterns

Abstract

Dairy products form an essential part of everyday consumption for individuals and families and understanding consumer behavior in this segment is crucial for producers, retailers and marketers. This study examines the purchasing behavior of consumers toward dairy products in a selected market area. The main objective was to analyze consumer preferences, factors influencing buying decisions, brand choice, consumption patterns and the role of marketing elements such as price, quality, freshness and availability. A structured questionnaire was used to collect primary data from a sample of 80 respondents representing different age groups, income levels, education levels and family sizes. The study adopted a quantitative descriptive research approach to identify trends and patterns in consumer attitudes and purchasing behavior. The findings indicate that taste, freshness and quality are the most influential factors driving the purchase of dairy products. Many consumers prefer branded products due to perceived safety and consistency, while others prioritize affordability and local availability. Among the dairy items examined such as milk, butter, cheese, yogurt and ghee milk emerged as the most frequently purchased product. The study also found that supermarkets and retail stores remain the primary purchasing locations. Most consumers buy dairy products weekly, with preferences shaped largely by consumption habits, family needs and health considerations. Overall, the study provides practical insights for dairy producers, retailers and marketers to develop customer-cantered strategies. The paper concludes with recommendations on pricing, packaging, promotional strategies and product positioning to better align with evolving consumer expectations.

References

Ajay Singh, & Hagahmoodi, S. O. (2017). Performance measurement of Almarai products and customer satisfaction. International Journal of Management Science, 4(1), 1–12. ISSN 2375-3757.

Al Mheiri, W., Al-Mahmoud, M., Sultan, F., Juma, F., Al-Kaabi, M., Al-Alawi, H., & Nobanee, H. (2020). Financial analysis of Al Marai Company. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.3594800

Ali, J., Kapoor, S., & Moorthy, J. (2010). Buying behavior of consumers for food products in an emerging economy. British Food Journal, 112(2), 109–124.

Jose Prabhu, J. (2020). A study and analysis of consumer behavior and factors influencing in marketing. International Research Journal of Modernization in Engineering Technology and Science, 2(4).

Gajjar, N. B. (2013). Factors affecting consumer behavior. International Journal of Research in Humanities and Social Sciences, 1(2).

Voramontri, D., & Klieb, L. (2019). Impact of social media on consumer behaviour. International Journal of Information and Decision Sciences, 11(3), 209–233. https://doi.org/10.1504/IJIDS.2019.101994

Eldesouky, A., Pulido, A. F., & Mesias, F. J. (2015). The role of packaging and presentation format in consumers’ preferences for food. Journal of Sensory Studies, 30(5), 417–428.

Foxall, G. R., Oliveira-Castro, J. M., & Porto, R. B. (2021). Consumer behavior analysis and the marketing firm: Measures of performance. Journal of Organizational Behavior Management, 41(1–2), 1–25.

Košičiarová, I., Kádeková, Z., Holotová, M., Kubicová, Ľ., & Predanocyová, K. (2020). Consumer preferences and loyalty to yoghurt brands. AGRIS on-line Papers in Economics and Informatics, 12(1), 43–53.

John, J. P. J. (2020). A study and analysis of consumer behavior and factors influencing in marketing. International Research Journal of Modernization in Engineering Technology and Science, 2(4).

Kusa, A., Zauskova, A., & Cabyova, L. (2020). Effect of marketing communication on consumer preferences and purchasing decisions. Journal of Interdisciplinary Research, 10(1), 150–155.

Maria, M. C. (2009). The buying decision process and types of buying decision behavior. Sibiu Alma Mater University Journals, 2(4).

Sadi, M. A., & Henderson, J. C. (2007). In search of greener pastures: Al-Marai and dairy food business in Saudi Arabia. British Food Journal, 109(8), 637–647.

Balachandran, N., & Muruganandam, D. (2021). A multi-methodological classification approach towards consumer perception on traditional and modern packaged foods from demographic perspective. Annals of the Romanian Society for Cell Biology.

Cordell, V. V. (1992). Effects of consumer preferences for foreign-sourced products. Journal of International Business Studies, 23(2), 251–269.

Duc, V. M., & Cang, V. T. (2018). The impacts of culture on Vietnamese consumer behavior towards foreign products.

Rendeci, Z. C. (2022). The impact of digital media on consumer culture. Journal of Applied and Theoretical Social Sciences, 4, 1–15.