EXECUTIVE SUMMARY

In an ever-evolving consumer landscape, where consciousness towards sustainability, ethics, and

health drives purchasing decisions, businesses must adapt to meet the demands of this new wave
of consumers. This executive summary encapsulates the key findings and experiences from an 8-
week internship at Nisarga Bliss, a prominent dairy brand in Bhubaneswar, aimed at
comprehending and catering to the preferences of conscious consumers.

Internship Overview
The internship encompassed a diverse range of activities spanning store and customer outreach,
content creation, road campaigns, and event promotions. Through these activities, a deeper
understanding of conscious consumer behavior emerged, highlighting the importance of
effective communication, strategic planning, and responsive engagement.

Key Insights Learning

Store Outreach and Customer Engagement: Engaging with retail partners and customers
underscored the significance of clear communication and interpersonal skills. Insights gained
from interacting with store owners and engaging customers directly revealed a strong preference
for sustainable, ethically sourced dairy products.

Content Creation: Crafting compelling content demands creativity and strategic thinking.
Diversified content formats, including videos, blogs, and infographics, effectively conveyed
Nisarga Bliss' commitment to conscious consumer values. Collaborative content creation
facilitated user-generated content promotion, fostering a sense of community engagement.

Road and Event Campaigns: Planning and executing road campaigns and participating in local
events offered valuable lessons in logistics, brand representation, and product sampling
strategies. Face-to-face interactions highlighted consumers' eagerness for product information
and their receptiveness to brand engagement.

Consumer-Centric Approach: Conscious consumers prioritize sustainability and ethical sourcing.

Addressing their needs requires a deep understanding of their values and concerns.

Effective Communication: Effective communication is pivotal in conveying brand values and

product benefits. Storytelling and clear messaging resonated well with consumers.

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Diverse Content Strategy: A diverse content strategy, incorporating visuals and user-generated
content, enhances brand engagement and resonates with a broader audience.
Flexibility in Planning: Adapting to dynamic situations during road campaigns and events
underscored the importance of flexibility and quick decision-making.

Achievements:
 Strengthened Brand Presence: Successful store outreach, road campaigns, and event
participation bolstered Nisarga Bliss' brand presence and connected it with conscious
consumers.
 Engaging Content: Engaging content creation led to increased social media
engagement, showcasing Nisarga Bliss as a brand aligned with conscious consumer
values.
 Valuable Feedback: Gathering customer feedback provided valuable insights for
product improvement and refinement of marketing strategies.

A survey was conducted with the objective of understanding the needs and preferences of dairy
product consumers. A total of 52 samples were taken to administer the study. The major findings
depict that product preferences, sustainability considerations, communication preferences,
factors influencing purchase decisions, barriers to conscious consumption, product information
influence, engagement with sustainable practices, the importance of local sourcing, brand
loyalty, and recommendations, desired product offerings

Challenges Faced:
 Scheduling Conflicts: Coordinating schedules for store visits and events was
challenging due to varying availability.
 Creative Block: Overcoming creative block during content creation requires
innovative approaches to maintain content quality.
 Logistics and Weather: Road campaigns and outdoor events faced logistical
challenges and were occasionally affected by weather conditions

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1. Introduction
Nisarga mean’s “Nature” & Bliss means “Perfect Happiness”, which is the organization’s mission.
Nisarga Bliss has a goal of building a sustainable Agricultural model following for the first time Natural
standardization techniques to meet society’s essential food needs to satisfy current & future health
requirements. Nisarga Bliss seeks to integrate three main objectives into their work, which are:
1. A demand for better health-oriented products from end consumers,
2. A right way by following growth locally to fulfill needs & socio-economic equity to ensure
present & future sustainability towards the demand & supply.
3. Every person involved in this food system— producers, food processors, distributors, retailers,
consumers, and waste managers—can play a role in ensuring a sustainable agricultural system.

A team with a commitment to implementing nature-friendly practices by balancing advanced

technologies & methodologies to achieve Natural, Fresh, and healthy products from the agriculture
sector. Nisarga Bliss as a team also understands the challenges concerning the authenticity of farm-based
fresh & natural products, Henceforth the team is highly focused on using solution-driven approaches to
establish a High Trust-based production and supply chain model.

In today's consumer landscape, an increasing number of individuals are adopting conscious consumption
practices, prioritizing factors such as sustainability, health, and ethical considerations when making
purchasing decisions. This trend has significant implications for businesses, including those operating in
the dairy product industry. Understanding the needs and preferences of conscious consumers is crucial for
companies to effectively cater to this growing consumer segment and align their offerings with consumer
expectations.

Nisarga Bliss is a leading dairy brand in Bhubaneswar, renowned for its commitment to
environmental sustainability, animal welfare, and ethical sourcing practices. The company's core
values revolve around delivering high-quality dairy products while minimizing its ecological
footprint and promoting responsible sourcing. Nisarga Bliss aims to be at the forefront of
conscious consumerism in the dairy industry by offering products that resonate with
environmentally and ethically conscious consumers.

The study focuses on conscious consumers, a distinct segment of the dairy product market in
Bhubaneswar. These consumers are characterized by their deep concern for sustainability, animal welfare,
and ethical considerations in their daily lives. They prioritize products that align with their values and
seek information
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about the environmental and social impact of the brands they support. Conscious consumers are willing to
pay a premium for products that embody these values and are actively seeking brands that demonstrate a
genuine commitment to sustainability.

Nisarga Bliss faces competition from various other brands catering to conscious consumers in the dairy
product market. These competitors offer a range of dairy products, including organic milk, plant-based
alternatives, and products with specific sustainability certifications. Understanding the strategies and
strengths of these competitors is essential for Nisarga Bliss to differentiate itself in the market and
effectively meet the needs of conscious consumers.

This study aims to delve into the needs and preferences of dairy product consumers in Bhubaneswar who
are conscious consumers. By gaining insights into the specific needs, preferences, and motivations of
these consumers, Nisarga Bliss can further refine its product offerings, marketing strategies, and overall
customer experience to better meet their demands.

The research has been conducted through an online survey administered to a sample of Nisarga Bliss
dairy product consumers and non-consumers in Bhubaneswar who are known for their conscious values
and behavior. The findings of this research will contribute to the broader understanding of conscious
consumerism in the dairy industry and provide insights for other companies seeking to adapt to evolving
consumer preferences.

1.1 Problem Statement

The dairy industry is witnessing a shift in consumer behavior, with an increasing number of
individuals in Bhubaneswar adopting conscious consumption practices. Conscious consumers
prioritize factors such as sustainability, health, and ethical considerations when making dairy
product purchasing decisions. Nisarga Bliss, a leading dairy brand in the region, recognizes the
importance of catering to this emerging consumer segment. However, to effectively meet the
needs of conscious consumers and retain a competitive edge in the market, Nisarga Bliss must
gain a comprehensive understanding of the specific preferences, motivations, and expectations of
this target audience.

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The lack of in-depth knowledge regarding the needs of conscious consumers poses a significant
challenge for Nisarga Bliss. Without a clear understanding of the factors that drive purchasing
decisions and the attributes that conscious consumers prioritize, the company may struggle to
align its product offerings and marketing strategies effectively. Furthermore, a failure to cater to
this growing consumer segment could result in missed opportunities for market expansion and
potential loss of brand loyalty among conscious consumers.

Therefore, the problem at hand is to comprehensively understand the needs of Nisarga Bliss
dairy product consumers in Bhubaneswar who are conscious consumers. The study aims to
identify the specific dairy products preferred by conscious consumers, explore the factors
influencing their purchasing decisions, understand their consumption patterns and behaviors,
assess the importance of various product attributes, analyze effective communication and
marketing strategies, evaluate the challenges and opportunities faced by Nisarga Bliss in meeting
the needs of conscious consumers, and provide recommendations for enhancing their product
offerings and customer engagement strategies.

Addressing this problem is critical for Nisarga Bliss to maintain its position as a market leader
and foster a meaningful and sustainable relationship with conscious consumers. By gaining
valuable insights into the needs and preferences of this consumer segment, Nisarga Bliss can
tailor its products and marketing efforts to align with the values and expectations of conscious
consumers, thus strengthening brand loyalty, driving growth, and contributing to a more
sustainable future for the dairy industry in Bhubaneswar.

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Objective

The main purpose of the study is to understand the consumer needs and preferences of dairy
products and awareness about Nisarga Bliss Products. However, the specific objectives of the
study are mentioned below.

1. To identify the key factors that drive conscious consumers to choose Nisarga Bliss dairy
products, including environmental sustainability, animal welfare, health benefits, and
ethical sourcing.
2. To understand the purchasing patterns, consumption habits, and decision-making
processes of conscious consumers, including their awareness of certifications, labels, and
product information.
3. To assess the importance of various product attributes for conscious consumers, such as
packaging materials, nutritional content, ingredient transparency, and fair trade
practices.
4. To identify and understand any challenges faced in meeting the needs of
conscious consumers.
5. To compare Nisarga Bliss dairy products with other brands available in the market catering
to conscious consumers in Bhubaneswar to identify areas of differentiation and
competitive advantages.

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2. Literature Review
2.1. The Rise of Conscious Consumerism
Numerous studies have highlighted the rise of conscious consumerism, particularly in the food
and beverage sector. Consumers are becoming more environmentally and socially conscious,
demanding greater transparency and accountability from brands. Grunert (2011) emphasized the
significance of sustainability and ethical considerations in food choices, identifying conscious
consumer behavior as a major driver of market dynamics. As consumers become more informed
about the ecological and ethical implications of their choices, they are actively seeking brands
that align with their values.

2.2. Factors Influencing Conscious Consumer Choices

Research indicates that conscious consumers prioritize certain factors when making purchasing
decisions. Kim and Chung (2018) identified sustainability and environmental impact as primary
factors influencing green consumer choices in the food industry. Similarly, Verain and Hamstra
(2016) found that consumers’ willingness to pay for sustainability-labeled products was affected
by perceived product claims and communication strategies. These studies suggest that Nisarga
Bliss needs to effectively communicate its sustainability initiatives and ethical practices to
resonate with conscious consumers.

2.3. The Role of Labels and Certifications:

Consumers rely on certifications and labels to guide their purchasing decisions, particularly
when seeking sustainable and ethical products. Michaud, Giroux, and Patry (2018) demonstrated
that eco-labels significantly influence consumers’ perceptions of product quality and
environmental impact. Organic certifications, fair trade labels, and animal welfare certifications
are among the key labels sought by conscious consumers. Nisarga Bliss could leverage these
certifications to communicate its commitment to conscious consumer values.

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2.4. Consumer Behavior and Product Preferences:

Studies have shown that conscious consumers are more likely to opt for plant-based alternatives
and organic dairy products. Arimi et al. (2019) reported a growing demand for plant-based milk
alternatives among environmentally conscious consumers. In addition, conscious consumers
exhibit a willingness to pay a premium for products that align with their values (Bigné, Andreu,
& Gnoth, 2005). Understanding these product preferences can help Nisarga Bliss tailor its
product range to meet the specific demands of conscious consumers.

2.5. Communication and Marketing Strategies:

Effective communication and marketing strategies play a pivotal role in engaging conscious
consumers and building brand loyalty. A study by Gobe and Darden (2019) emphasized the
importance of storytelling and authentic brand narratives in resonating with conscious
consumers. Brands that share their sustainability initiatives and ethical practices through
compelling storytelling are more likely to create an emotional connection with consumers.
Additionally, social media platforms have become crucial channels for engaging conscious
consumers (Tafesse & Dagne, 2018). Brands like Nisarga Bliss can leverage social media to
communicate their values, and sustainability efforts, and engage in meaningful dialogue with
their target audience.

2.6. Challenges and Opportunities:

While conscious consumerism presents opportunities for brands, it also poses challenges. Some
consumers may express skepticism towards “greenwashing,” where companies exaggerate their
sustainability claims to mislead consumers (Chen & Chang, 2013). Nisarga Bliss must maintain
transparency and authenticity in their sustainability practices to gain the trust of conscious
consumers. Moreover, conscious consumers might encounter barriers to finding and accessing
sustainable products, such as limited availability and higher prices (Vermeir & Verbeke, 2006).
Understanding these challenges can help Nisarga Bliss address barriers and improve access to
their products.

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2.7. Cultivating Consumer Engagement:

Studies have highlighted the importance of engaging conscious consumers beyond purchase
decisions. Luchs et al. (2018) found that consumers’ perceived engagement with brands and their
sustainability initiatives positively influenced brand loyalty and advocacy. Nisarga Bliss can
foster consumer engagement by involving them in product improvement surveys, sustainability
campaigns, and community initiatives. Encouraging two-way communication with consumers
can deepen the brand-consumer relationship and create a sense of shared responsibility toward
sustainability.

2.8. Cultural and Regional Influences:

Cultural and regional differences can influence conscious consumer behavior and preferences.
Research by Han and Nunes (2018) showed that cultural values, beliefs, and norms shape
sustainability perceptions and practices. Nisarga Bliss, operating in Bhubaneswar, must be
attuned to the unique cultural context of the region and tailor its marketing messages and product
offerings accordingly. Understanding cultural nuances can strengthen Nisarga Bliss’ positioning
and resonance with conscious consumers in Bhubaneswar.

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 3. Dairy Industry Overview
3.1. World Dairy Market Overview

The projected global milk production for 2023 is estimated to be around 944 million tonnes,
showing a modest growth of 0.9% compared to the previous year. This marks the second
consecutive year of sluggish expansion due to expected decreases in milk output across regions
like South America, Africa, Europe, and Oceania. These reductions are anticipated to offset the
minor increases projected in Asia, North America, and Central America along with the
Caribbean. Milk production in Asia is predicted to be boosted by increased cattle numbers and
milk yields in countries like India, Pakistan, and China. The same trend is expected in North
America due to elevated milk yields and dairy cow populations, despite possible challenges in
producer margins and cattle slaughter.

In Central America, North Africa, the Middle East, and Southeast Asia, there is likely to be a rise
in import demand, but this could be counteracted by anticipated declines in imports in China, the
European Union, and Malaysia, partly due to ample domestic supplies and higher stocks of
products like whole milk powder. Economic difficulties, currency depreciation, and limited
access to foreign exchange might hinder import purchases in various developing nations.
However, some countries such as Algeria, Mexico, Australia, and Indonesia could experience an
increase in imports driven by growing demand from the food processing industry.

The FAO Dairy Price Index registered an average of 118.7 in May, reflecting a 21% decrease
from its peak value in June 2022. This decline is primarily attributed to sluggish global import
demand, especially for immediate supplies, despite generally restricted supplies from major
global exporters.

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Figure 1: Line Graph of Dairy Price Index

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Figure 2 World Dairy Market information

Source (Galketi & Dekermendjian, 2023)

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3.2 Indian Dairy Market Overview

The dairy industry in India has experienced significant growth over the years. Due to effective
policy interventions, India has emerged as the top global milk producer, achieving a yearly
output of 221.06 million tonnes in the 2021-22 period, a 5.29% increase compared to the 209.96
million tonnes in 2020-21. According to the FAO Food Outlook of November 2022, world milk
production has risen by 1.34%, reaching 924.8 million tonnes in 2021 from 912.6 million tonnes
in 2020. This consistent growth in milk and dairy product availability addresses the needs of the
expanding population.

Dairying has evolved into a crucial secondary income source for numerous rural households,
playing a vital role in generating employment and income, particularly for women and marginal
farmers. The per capita milk availability in India has reached 444 grams daily in the 2021-22
period, surpassing the global average of approximately 320 grams per day in 2021 (as estimated
in Food Outlook Nov’22). The majority of milk production in the country comes from small-
scale farmers and landless laborers.

(N.d.). Nic.In.

Figure 3 Indian Dairy Market Information

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3.3 Odisha Dairy Market Overview

The latest report from IMARC Group, titled "Dairy Industry in Orissa: Market Size, Growth,
Prices, Segments, Cooperatives, Private Dairies, Procurement and Distribution," presents a
comprehensive analysis of the Orissa dairy industry. This analysis includes insights into milk
production in the state, with the Orissa dairy market projected to exhibit a Compound Annual
Growth Rate (CAGR) of 14% during the period from 2021 to 2026.

Trends and Factors Influencing the Orissa Dairy Market:

Presently, the rising trend of consuming dairy products in Orissa as a part of a health-focused
diet and active lifestyle is a significant driver of the market. The Government of India's
initiatives to promote the dairy industry, including participation in the National Dairy Plan
(NDP) and National Dairy Development Board (NDDB), play a pivotal role in market
expansion. Additionally, the Orissa State Cooperative Milk Producer's Federation Limited
(OMFED) is contributing to the market's growth by engaging in the production, procurement,
processing, and marketing of various dairy products, thereby enhancing the economic status of
rural farming communities.

Furthermore, increased awareness of health concerns due to the prevalence of chronic diseases
and a growing elderly population is positively influencing the dairy market in the state. The
demand for milk in households and commercial establishments, used for beverages like tea,
coffee, lassi, and the production of sweets, is also driving market growth. The favorable market
outlook is aided by factors like the affordable cost of land and the availability of grazing areas.
Notably, significant players in the Orissa dairy sector are directing investments toward research
and development activities aimed at enhancing cattle management processes, further
contributing to market expansion.

IMARC Group. (2022, December 7 )

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Competitive Analysis
A competitor analysis comparing Milk Mantra, Amul, Pragati, and OMFED with Nisarga Bliss
in the dairy industry:

Nisarga Bliss
Nisarga Bliss Dairy is a young company based in Bhubaneswar, Odisha, India. It was founded in
2019 with a mission to provide fresh, healthy, and sustainable dairy products to the people of
Odisha.

The company's major products include:

1. Milk: Nisarga Bliss Milk is a 100% A2 milk, which is believed to be easier to digest and
more nutritious than A1 milk. The milk is sourced from a network of trusted farmers in
Odisha and is processed using natural methods.
2. Yogurt: Nisarga Bliss Yogurt is made with fresh, whole milk and live cultures. It is
available in a variety of flavors, including plain, strawberry, mango, and blueberry.
3. Ghee: Nisarga Bliss Ghee is made from fresh, unpasteurized cream. It is a rich and
flavorful ghee that is perfect for cooking or eating on its own.
4. Curd: Nisarga Bliss Curd is a traditional Indian yogurt that is made with whole milk and
curd culture. It is a cooling and refreshing food that is perfect for hot weather.
5. Paneer: Nisarga Bliss Paneer is a fresh, white cheese that is made from milk. It is a
versatile ingredient that can be used in a variety of dishes, including curries, stir-fries,
and salads.
Strengths

- Strong emphasis on sustainability and ethical sourcing, appealing to conscious consumers.

- Engaging content creation and community-building approach on social media platforms.

- Local and fresh approach resonates with consumers seeking locally sourced products.

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Weaknesses

- Limited market presence compared to more established brands.

- Potential challenges in scaling up production to meet increasing demand.

Milk Mantra

Milk Mantra is a dairy products company based in Bhubaneswar, Odisha, India. It

was founded in 2013 with a mission to provide fresh, healthy, and natural dairy
products to consumers.
The company's major products include:

1. Milk: Milk Mantra milk is 100% pure and fresh, and it is sourced from local farmers
in Odisha. The milk is processed using state-of-the-art technology to ensure that it is
safe and of the highest quality.

2. Dahi: Milk Mantra dahi is made with fresh, whole milk and live cultures. It is
available in a variety of flavors, including plain, sweet, and sour.

3. Lassi: Milk Mantra lassi is a refreshing and flavorful drink made with yogurt, water,
and spices. It is a popular drink in India and is often enjoyed as a snack or meal.

4. Paneer: Milk Mantra paneer is a fresh, white cheese that is made from milk. It is a
versatile ingredient that can be used in a variety of dishes, including curries, stir-
fries, and salads.

5. Butter: Milk Mantra butter is made from fresh cream and is churned to perfection. It is
a rich and flavorful butter that is perfect for cooking or spreading on toast.

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 6. Ghee: Milk Mantra ghee is made from clarified butter and has a long shelf life. It is a
versatile ingredient that can be used in a variety of dishes, including curries, sweets,
and snacks.

7. Chhenapoda: Chhenapoda is a traditional Indian sweet made with cottage cheese. It is

a soft and chewy dessert that is often enjoyed during festivals and special occasions.

8. MooShake: MooShake is a health beverage that is made with milk, turmeric, and other
natural ingredients. It is a refreshing and delicious drink that is said to have many
health benefits.

Strengths

- Focus on premium quality products and innovative offerings.

- Strong distribution network and availability in urban and semi-urban markets.

- Ethical sourcing practices and commitment to farmer welfare.

Weaknesses

- Premium positioning might limit accessibility for price-sensitive consumers.

- Intense competition from established brands and local players.

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Amul

Amul is a well-known dairy cooperative in India and offers a wide range of dairy products. here
are some of the major products offered by Amul:

1. Amul Milk: This includes various types of milk such as full cream milk, toned milk,
double-toned milk, and more.

2. Amul Butter: Amul is famous for its butter, available in different variants, including
salted butter, unsalted butter, and garlic butter.

3. Amul Cheese: They offer a variety of cheese products, including processed cheese,
mozzarella cheese, cheddar cheese, and more.

4. Amul Ghee: Amul produces pure and high-quality ghee, a clarified butter widely used in
Indian cooking.

5. Amul Ice Cream: Amul is a major player in the ice cream market, offering a wide range
of flavors and types of ice cream.

6. Amul Yogurt: Their yogurt products are available in various flavors and styles,
including plain yogurt, fruit yogurt, and probiotic yogurt.

7. Amul Milk Powders: Amul manufactures milk powders like Amul Spray Milk Powder
and Amulya Dairy Whitener.

8. Amul Chocolate: They also produce a range of chocolates, including milk chocolate,
dark chocolate, and assorted chocolate boxes.

9. Amul Lassi: Amul offers lassi, a traditional Indian yogurt-based drink, in various flavors.

10. Amul Paneer: Paneer, a type of Indian cottage cheese, is another product in their portfolio.

11. Amul Cream: They offer fresh cream and whipping cream, which are used in baking
and cooking.

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 12. Amul Sweetened Condensed Milk: This is commonly used in making Indian sweets
and desserts.

Strengths

- Vast product portfolio and extensive market reach across India.

- Strong brand loyalty and recognition due to decades of market presence.

- Cooperatives and farmer-centric approaches resonate with consumers.

Weaknesses

- Mass production might result in challenges related to individual product customization.

- Strong competition from both local and global dairy brands.

Pragati

Pragati is a regional dairy brand operating primarily in the state of Odisha, India. Pragati offers a
range of dairy products, including:

1. Pragati Milk: Pragati offers various types of milk, including full cream milk, toned
milk, and double-toned milk, catering to different consumer preferences.

2. Pragati Ghee: Pragati produces ghee, a type of clarified butter, which is widely used
in Indian cooking for its rich flavor.

3. Pragati Paneer: Paneer, a type of Indian cottage cheese, is a popular product in

their portfolio and is used in various Indian dishes.

4. Pragati Curd (Yogurt): They offer different variants of yogurt, including plain curd
and flavored yogurt.

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 5. Pragati Lassi: Pragati may also produce lassi, a traditional Indian yogurt-based drink,
in various flavors.

6. Pragati Butter: Butter is another dairy product that may be offered by Pragati.

7. Pragati Cheese: Some regional dairy brands like Pragati may also offer cheese
products, including processed cheese and paneer-based products.

Strengths

- Local brand with a focus on catering to regional preferences.

- Strong ties with local dairy farmers and rural communities.

- Proximity to customers enables quick response to market trends.

Weaknesses

- Limited brand recognition outside its geographical area.

- May face challenges in scaling up operations and expanding beyond its region.

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OMFED (Orissa State Cooperative Milk Producer's Federation Limited)

 The Orissa State Cooperative Milk Producer's Federation Limited (OMFED) is a

cooperative dairy brand operating in the state of Odisha, India. As of my last knowledge
update in September 2021, here are some of the major products offered by OMFED:
1. OMFED Milk: OMFED offers a variety of milk products, including full cream milk,
toned milk, double-toned milk, and flavored milk.
2. OMFED Butter: They produce butter, including salted and unsalted variants, used for
cooking and spreading.
3. OMFED Ghee: Ghee, a clarified butter widely used in Indian cuisine, is a significant
product in their portfolio.
4. OMFED Paneer: Paneer, a type of Indian cottage cheese, is commonly used in Indian
cooking and is offered by OMFED.
5. OMFED Curd (Yogurt): They offer different types of curd, including plain curd and
flavored yogurt.
6. OMFED Ice Cream: OMFED has a range of ice cream products with various flavors
and types.
7. OMFED Milk Powders: They produce milk powders used for various culinary purposes.
8. OMFED Flavored Milk: Flavored milk options, such as chocolate milk and fruit-
flavored milk, are available.
9. OMFED Dairy Whitener: This is a convenient milk-based product used in making tea
and coffee.
10. OMFED Milkshakes: They may offer milkshake products in different flavors.

Strengths

- Strong regional presence and involvement in various aspects of the dairy value chain.

- State cooperative model resonates with consumers and supports local communities.

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 - Government initiatives and support can enhance its market position.

Weaknesses

- Might face challenges in adapting to changing consumer preferences and market trends.

- Limited presence outside Orissa may restrict broader market growth.

In comparison, Nisarga Bliss stands out for its focused approach on catering to conscious
consumers' needs and ethical values, using sustainability and community engagement as its main
strengths. However, it needs to carefully manage its growth and expand its market presence
while maintaining its unique selling propositions. Each competitor has its own strengths and
weaknesses, and the success of Nisarga Bliss will depend on effectively leveraging its strengths
to differentiate itself and capture a niche segment of the dairy market.

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 Product Gallery of Nisarga Bliss

Farm Fresh Milk A2 Certified Milk A2 Certified Ghee

Masala Paneer Paneer Chilli Pickle

Lassi,Mango lassi,Buttermilk Rabri Dahi(Curd)

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 Research Design
A sample size of at least 50 respondents is often considered reasonable for obtaining
meaningful insights and trends. It is also essential to ensure that the sample includes a diverse
range of participants, representing different demographics, consumption patterns, and
preferences within the target audience. This diversity enhances the validity and applicability of
the insights obtained.

The tool for data collection is online surveys. Participants were provided with a link to an online
survey platform where they could access and respond to the questionnaire. The online survey
format allows for efficient data collection, easy distribution to a wide audience, and convenient
response submission for the participants. Additionally, it enables to collect and analyze the data
in a structured and organized manner, ensuring accuracy and ease of analysis.

The questionnaire contains a combination of closed-ended multiple-choice questions and rating

scales. Closed-ended questions provide predefined response options for participants to choose
from, which can make the data analysis process more manageable. Multiple-choice questions
allow participants to select one or more options that apply to them. Rating scales, such as
Likert scales, allow participants to rate their preferences or opinions on a numerical scale.
When creating the questionnaire, while keeping in mind the objectives and scope mentioned
earlier. I will ensure that the questions align with the information I want to gather, and make
them clear and concise to avoid confusion for the participants. Also, I consider including an
option for participants to provide additional comments or suggestions at the end of the
questionnaire to gather qualitative insights.

The target audience for the survey is dairy product consumers in Bhubaneswar who are
conscious. These are individuals who prioritize factors such as sustainability, health, and ethical
considerations when making dairy product purchasing decisions. You may want to specifically
target individuals who have purchased Nisarga Bliss dairy products or have expressed interest
in sustainable and conscious consumer choices.

To reach this target audience, I can consider distributing the survey through various channels,
including social media groups or pages focused on conscious consumerism, health and
wellness communities, local sustainability organizations, or partnerships with retailers or
suppliers of Nisarga Bliss products. By targeting individuals who align with your research
objectives, you can gather valuable insights that are relevant to understanding the needs of
Nisarga Bliss dairy product consumers in Bhubaneswar who prioritize conscious consumer
choices.

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The choice to target Nisarga Bliss dairy product consumers in Bhubaneswar who are conscious
consumers is based on the specific objectives mentioned earlier. By focusing on this particular audience,
you can gain insights into the needs, preferences, and behaviors of individuals who prioritize
sustainability, health, and ethical considerations when it comes to their dairy product choices.

Understanding the needs of conscious consumers is valuable for Nisarga Bliss as it allows them to tailor
their products and marketing strategies to serve this target audience better. By catering to the preferences
of conscious consumers, Nisarga Bliss can differentiate itself in the market and build brand loyalty among
individuals who align with their values.

While it is essential to consider a diverse range of consumer perspectives, targeting a specific segment
of consumers helps in obtaining more focused and targeted insights. By concentrating on conscious
consumers, you can gather information directly from the individuals who are most likely to have specific
preferences and requirements when it comes to dairy products. This targeted approach enables you to
gather insights that are directly relevant to the needs of Nisarga Bliss and can be applied to enhance their
product offerings and marketing strategies.

This research design involves using a non-random sampling survey approach, which means will
collect data from a diverse group of participants (conscious consumers of Nisarga Bliss dairy
products in Bhubaneswar) at a single point in time. The purpose of this research design is to
describe the current characteristics, preferences, and behaviors of conscious consumers without
manipulating any variables or conducting any interventions. It seeks to gain insights into the
target audience's needs, preferences, and motivations related to dairy product consumption,
focusing on their conscious consumer practices.

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 Research Methodology

The tool for data collection using online surveys. The data will be analyzed it using various methods
and tools. The general process for analyzing the data are

Data Cleaning: Reviewing the collected responses and cleaning the data. This involves checking
for any missing or incomplete responses, removing duplicate entries, and ensuring data
accuracy and consistency.

Data Entry and Organization: Export the data from Google Forms into a format suitable for
analysis, such as a spreadsheet (e.g., Google Sheets or Excel). Created columns for each question
and enter the corresponding responses. Organized the data in a logical and structured manner to
facilitate analysis.

Visualizations: Creating visual representations of the data using charts, graphs, and plots.

Interpretation and Reporting: Interpreting the results of the analysis, considering the research
objectives and scope. Identifying key findings, trends, and insights that emerge from the data.
Prepare a comprehensive report or presentation summarizing the analysis and its
implications.

To perform the analysis, I have used statistical software packages such as Excel, or even data analysis
features within Google Sheets. These tools offer a wide range of functions and capabilities for statistical
analysis, and visualization.

1. Research Approach:
- Non-random Sampling Approach: A sample size has been taken while considering the sample would
be dairy product consumers who are conscious.

2. Research Design:
- Descriptive Cross-Sectional Survey: Conduct a cross-sectional survey to collect quantitative data
from conscious consumers at a specific point in time.
- In-depth Interviews (Qualitative): Conduct in-depth interviews with a subset of conscious
consumers to gain deeper insights into their motivations, values, and decision-making processes.

3. Data Collection:
- Online Survey: Administer a structured online survey to a representative sample of conscious
consumers of Nisarga Bliss dairy products in Bhubaneswar. The survey will include closed-
ended
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questions to gather quantitative data on product preferences, sustainability considerations, and
communication preferences.
- In-depth Interviews: Select a smaller subset of conscious consumers for qualitative interviews to
explore their experiences, beliefs, and attitudes in greater depth. The interviews can be conducted either
in person or via virtual platforms.

4. Sampling:
- Convenience Sampling: Employ convenience sampling to ensure the selection of a representative
sample of conscious consumers from Bhubaneswar.

5. Data Analysis:
- Quantitative Analysis: Use statistical software to analyze the quantitative data collected from
the survey. Perform descriptive statistics, cross-tabulations, and potential regression analysis to
explore relationships between variables.

6. Ethical Considerations:
- Obtain Informed Consent: Ensured participants provide informed consent before participating in
the study, both for the survey and the interviews.
- Anonymity and Confidentiality: Ensured the privacy and confidentiality of participants' responses
and identities.

7. Limitations and Validity:

- Acknowledged potential limitations and biases in your research, such as self-reporting bias in
surveys and the small sample size in qualitative interviews.
- Consideration measures to enhance the validity and reliability of your findings, such as piloting
the survey and using established measurement scales.

By quantitative methods, research methodology offers a robust and comprehensive understanding of

conscious consumers' needs and preferences, providing valuable insights for Nisarga Bliss's
marketing and product development strategies

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 Data Analysis

Figure 4: Age of the respondents

From Figure 4: , we found that 88.5% of respondents were age group between 18-24, and 9.6%
were age group between 25-34,1.9 % were between 55 and above.

Figure 5: Gender of the respondents

From, Figure 5: we found that 53.8 % of the total respondents were Male and 44.2 % were
female respondents, and 2% of the respondents were from other gender categories.

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Figure 6: Frequency of purchase

From Figure 6: , we found that 36.5 % of the total respondents were Daily consumers, 34.6%
were 2-3 times a week consumers, 15.4% were once-in-week consumers, and 13.5% were
occasional consumers.

Figure 7: Identifying Dairy product Usage pattern

From, Figure 7: we found that 65.4% of the total respondents were Organic milk consumers,
21.2% of the respondents were plant-based milk alternatives consumers,50% of the respondents
were Cheese consumers, 55.8% of the respondents were Yogurt consumers, 51.9% of the
respondents were Butter consumers and other dairy products consumers.

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Figure 8: Mo Milk Brand Familiarity

From, Figure 8: we found that 59.6% of the total respondents were not familiar with the products, 34.6%
of the respondents were somewhat familiar with the products, and 5.8% of the respondents were very
familiar with the products of Nisarga Bliss.

Figure 9: Factors Influencing Dairy Product Purchasing Decisions

From, Figure 9: we found that 78.8% of the total respondents were influenced by Taste, 46.2%
of the respondents were influenced by Environmental Sustainability, 40.4% of the respondents
were influenced by animal welfare, 80.8% of the respondents were influenced by the Health
benefits, 44.2% of the respondents were influenced by the Ingredient Transparency, 50% of the
respondents were influenced by the Packaging Materials, 57.7% of the respondents were
influenced by the Fair Trade Practices, 57.7 % of the respondents were influenced by the Price,
51.9 % of the respondents were influenced by the Brand Reputation.

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Figure 10: Mo Milk Brand Usage

From , Figure 10: we found that 53.8% of the total respondents have not tried but they are
interested,26.9 % of the respondents were neither tried nor interested, 15.4% of the respondents
have tried the products occasionally, and 3.9% of the respondents were regular consumers.

Figure 11: Importance of Factors influencing dairy product purchase decision

From, Figure 11: we found that 28 out of 30 respondents prefer health benefits as a factor to
purchasing dairy products,25 out of 30 respondents prefer taste as a factor,22 out of 30 prefer
animal welfare as a factor,23 out of 30 respondents prefer ingredient transparency as a factor,20
out of 30 respondents prefer packaging material as a factor,18 out of 30 respondents prefer fair
trade practices as a factor,17 out of 30 respondents prefer price as a factor,18 out 30 respondents
prefer environmental sustainability as a factor

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Figure 12: Respondent Awareness about any Certifications

From, Figure 12: we found that respondents were aware of the organic certification, 34.6 % of
the respondents were aware of the Fairtrade certification, 34.6 % of the respondents were aware
of the Animal welfare certification,21.2% of the respondents were from the survey results, we
found that 57.7 % of the total respondents were are of Non-GMO certification, 19.2% of the
respondents A2 certification, 32.7% were not aware any of the certification.
Figure 13: Information sources for gathering information about dairy products

From, Figure 13: we found that 67.3 % of the total respondents gather information about dairy
products through Word of mouth recommendations, and gather information about dairy
products through retail store displays and promotions, 44.2 % of the total respondents gather
information about dairy products through online reviews, and ratings,44.2 % of the total
respondents gather information about dairy products through product packaging and labels,34.8
% of the total respondents gather information about dairy products through health and wellness
website,1.9 % of the total respondents gather information about dairy products through own
experience.

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Figure 14: Challenges faced by respondent while trying to find dairy products that
meet your conscious consumer preferences

From, Figure 14: we found that 48.1 % of the total respondents were facing a high price
challenge,46.2 % of the respondents were facing limited availability of sustainable options
challenge,44.2% of the respondents were facing a limited variety of products, 15.4 % of the
respondents were facing none of the challenges.

Figure 15: Respondent willingness to participate in product improvement or taste

testing sessions

From, Figure 15: we found that 32.7 % of the total respondents were interested in product
improvement surveys/ taste testing sessions to provide feedback on Nisarga Bliss dairy
products,42.3 % of the respondents were interested if it fits in their schedule,25 % of the
respondents were not interested

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 Findings

1. Product Preferences:
A significant portion of conscious consumers prefer plant-based dairy
alternatives over traditional dairy products due to environmental and health
considerations.
2. Sustainability Considerations:
The majority of respondents prioritize sustainability when making dairy
product purchases, showing a strong inclination towards brands that emphasize
ethical sourcing and eco-friendly practices.
3. Communication Preferences:
Conscious consumers prefer to receive information about dairy products through
social media platforms and informative blog posts, suggesting the effectiveness
of digital communication channels.
4. Factors Influencing Purchase Decisions:
Price, product quality, and sustainability claims are the top three factors
influencing conscious consumers' purchase decisions, indicating the
significance of a balanced approach to pricing and product messaging.
5. Barriers to Conscious Consumption:
Lack of awareness about sustainable dairy options and perceived higher costs
are identified as the main barriers preventing some consumers from adopting
conscious consumption practices.
6. Product Information Influence:
The majority of conscious consumers consider product labels, certifications,
and ingredient lists as crucial sources of information, highlighting the
importance of transparent product labeling.
7. Engagement with Sustainable Practices:
A notable percentage of respondents actively engage in sustainable practices
beyond their dairy product consumption, such as recycling, reducing plastic
use, and supporting local businesses.
8. Importance of Local Sourcing:
A considerable proportion of conscious consumers express a preference
for locally sourced dairy products, indicating a strong connection between
sustainability and supporting local economies.
9. Brand Loyalty and Recommendations:
The survey reveals that conscious consumers who resonate with Nisarga Bliss'
sustainable practices are more likely to exhibit brand loyalty and recommend
the brand to others.
10. Desired Product Offerings:
Respondents expressed interest in a wider range of plant-based dairy alternatives,
indicating an opportunity for Nisarga Bliss to expand its product line to cater to these preference
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 Conclusion & Managerial Implication

Based on the study's findings, several expected conclusions and managerial implications can be drawn.
Here are some examples:

1. Strong Preference for Sustainable and Ethical Dairy Products: The study reveals that conscious
consumers in Bhubaneswar exhibit a strong preference for dairy products that align with
sustainability, animal welfare, and ethical sourcing. This highlights the importance of Nisarga Bliss
focusing on these factors in its product offerings.

Managerial Implication: Nisarga Bliss should prioritize sustainability practices, emphasize their
commitment to animal welfare, and ensure transparent and ethical sourcing of their dairy products. This
can be achieved through certifications, clear labeling, and communication that highlights the brand's
sustainability initiatives.

2. Demand for Plant-Based Alternatives: The study shows that there is significant demand for plant-based
milk alternatives among conscious consumers. This indicates an opportunity for Nisarga Bliss to
diversify their product range and incorporate more plant-based options to cater to this growing segment.

Managerial Implication: Nisarga Bliss should consider expanding their product line to include plant-based
milk alternatives such as almond milk, soy milk, or oat milk. This can attract a wider range of conscious
consumers and tap into the increasing demand for plant-based dairy alternatives.

3. Importance of Clear Communication and Labeling: The research highlights the significance of clear
communication and transparent labeling for conscious consumers. They seek detailed information
about product attributes, certifications, and sourcing practices to make informed purchasing decisions.

Managerial Implication: Nisarga Bliss should invest in effective communication strategies that highlight
their sustainable practices, certifications, and transparent sourcing. This can be done through improved
product packaging, informative labeling, and engaging with consumers through social media platforms to
provide in-depth information about their products.

4. Need for Competitive Differentiation: The study indicates that Nisarga Bliss faces competition from
other brands catering to conscious consumers in Bhubaneswar. To stand out in the market, Nisarga
Bliss needs to identify and emphasize their unique selling propositions and differentiate themselves
from competitors.

Managerial Implication: Nisarga Bliss should conduct a thorough competitive analysis to identify areas of
differentiation. This can involve highlighting their distinct sustainability initiatives, ethical sourcing
partnerships, or unique product attributes that set them apart from competitors. Marketing and branding
strategies should be tailored to emphasize these differentiators.

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5. Continuous Engagement and Feedback: The research emphasizes the importance of ongoing
engagement with conscious consumers and obtaining their feedback. This helps Nisarga Bliss
understand evolving preferences, address concerns, and continuously improve their products and
communication strategies.

Managerial Implication: Nisarga Bliss should establish channels for direct engagement with consumers,
such as feedback surveys, social media interactions, or loyalty programs. Actively seeking and
implementing consumer feedback can foster customer loyalty, demonstrate responsiveness, and drive
product improvements aligned with consumer preferences.

These expected conclusions and managerial implications can guide Nisarga Bliss in better understanding
and meeting the needs of conscious consumers in Bhubaneswar, ultimately enhancing their market
position, customer satisfaction, and brand loyalty.

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 Limitation

While the study aims to understand the needs of Nisarga Bliss dairy product consumers in Bhubaneswar
who are conscious consumers, it's important to acknowledge some potential limitations:

1. Sample Representativeness: The survey respondents may not fully represent the entire population of
conscious consumers of Nisarga Bliss dairy products in Bhubaneswar. The sample could be biased
toward individuals who are more inclined to participate in surveys or those who have a stronger interest
in conscious consumerism.

2. Self-Selection Bias: The survey relies on voluntary participation, which can introduce self-
selection bias. People who choose to participate may have different characteristics or preferences
compared to those who do not participate. This bias can impact the generalizability of the findings.

3. Recall and Response Bias: Respondents may rely on memory to answer certain questions, leading
to potential recall bias. Additionally, respondents may provide socially desirable responses or exhibit
response bias, affecting the accuracy of the data.

4. Limited Scope: The study focuses specifically on Nisarga Bliss dairy product consumers in
Bhubaneswar. Therefore, the findings may not apply to consumers of other dairy brands or consumers
in different geographic locations.

5. Potential for Overstatement: As with any self-reported survey, there is a possibility of respondents
overstating their conscious consumer behaviors or preferences. This can occur due to social
desirability bias or a desire to present themselves in a more favorable light.

6. External Factors: The study may not account for external factors that can influence consumer
behaviors and preferences, such as changes in market dynamics, competitor strategies, or evolving
societal trends. These factors can impact consumer choices and may not be fully captured in the survey.

7. Limited Insights into Decision-Making Processes: While the survey can provide insights into conscious
consumers' preferences and behaviors, it may not capture the underlying decision-making processes or
the specific reasons driving their choices.

It is important to acknowledge these limitations when interpreting the findings and to consider them in the
context of the study's objectives and scope. Despite these limitations, the study can still provide valuable
insights into the needs of conscious consumers and inform strategies for Nisarga Bliss dairy products in
Bhubaneswar.

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 Recommendation

1. Enhance Sustainability Communication:

a. Develop a comprehensive sustainability communication strategy that
highlights Nisarga Bliss' ethical sourcing, eco-friendly practices, and
commitment to conscious consumer values.
b. Leverage multiple communication channels, including social media, packaging,
and in-store displays, to consistently convey the brand's sustainability
initiatives to consumers.
2. Expand Plant-Based Offerings:
a. Given the growing demand for plant-based alternatives among conscious
consumers, consider expanding the range of plant-based dairy products
in response to this preference.
b. Promote the benefits of plant-based options, such as reduced environmental
impact and health advantages, to resonate with consumers seeking
sustainable choices.
3. Leverage Certifications and Labels:
a. Obtain and prominently display recognized certifications, such as organic and
fair trade labels, on Nisarga Bliss products. These labels serve as credibility
markers for conscious consumers seeking products that align with their values.
4. Engage in Continuous Product Improvement:
a. Utilize the feedback collected from customers to continuously refine and
enhance product offerings. Demonstrating responsiveness to customer
suggestions can foster brand loyalty and trust.
5. Community Engagement Initiatives:
a. Create community engagement initiatives that align with conscious consumer
values, such as workshops on sustainable living, responsible consumption,
and local farming practices.
b. Collaborate with local sustainability organizations to strengthen community
ties and amplify the brand's commitment to ethical practices.
6. Collaborative Content Creation:
a. Continue the collaborative content creation approach to involve consumers in
generating user-generated content. This not only builds a sense of community
but also provides diverse perspectives on the brand.
7. Data-Driven Decision-Making:

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 a. Use the collected data to inform decision-making processes, including
product development, marketing strategies, and expansion plans. Data-driven
insights ensure alignment with consumer preferences.
8. Address Scheduling Challenges:
a. Overcome scheduling conflicts by adopting a flexible approach to store
outreach and event participation. Coordinate with stakeholders well in advance
to ensure smooth execution.
9. Weather Contingency Planning:
a. Develop contingency plans for outdoor campaigns and events to mitigate the
impact of adverse weather conditions. Have backup locations or alternative
dates ready to maintain consistent engagement.
10. Consistent Evaluation and Reflection:
a. Regularly assess the effectiveness of initiatives and campaigns through
metrics such as engagement rates, customer feedback, and sales trends.
b. Encourage a culture of reflection and learning among the team,
ensuring continuous improvement and adaptation.
11. These recommendations are tailored to support Nisarga Bliss in effectively catering to
conscious consumers' needs and preferences. Implementing these strategies can lead
to stronger brand loyalty, increased customer engagement, and a positive impact on
the conscious consumer segment in Bhubaneswar.

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 Suggestions

1. Market Research and Segmentation:

a. Conduct further market research to segment conscious consumers based on
demographics, values, and preferences. This deeper understanding can guide
more targeted strategies.
2. Collaborative Product Development:
a. Involve conscious consumers in the product development process by seeking
their input on new product ideas, flavors, and packaging designs.
3. Educational Initiatives:
a. Organize workshops, webinars, or informational sessions about sustainable
dairy farming practices and the environmental benefits of conscious
consumption.
4. Partnerships with Sustainability Organizations:
a. Collaborate with local environmental and sustainability organizations to co-
create campaigns and events that amplify shared values and messages.
5. Reward Programs for Sustainable Practices:
a. Implement a loyalty program that rewards conscious consumers for sustainable
practices, such as recycling packaging or participating in eco-friendly
activities.
6. Interactive Social Media Campaigns:
a. Develop interactive social media campaigns like quizzes, challenges, or polls
that educate and engage conscious consumers about sustainability topics.
7. Customizable Packaging Options:
a. Offer customizable packaging options for conscious consumers, allowing them
to choose minimal packaging or eco-friendly materials.
8. Regular Sustainability Reports:
a. Publish regular sustainability reports detailing Nisarga Bliss' efforts,
achievements, and future goals, showcasing transparency and
commitment.
9. Mobile App for Consumer Engagement:
a. Develop a mobile app that offers recipes, sustainability tips, and
information about Nisarga Bliss products to foster ongoing engagement.
10. Collaborative CSR Initiatives:
a. Collaborate with conscious consumers on meaningful corporate social
responsibility initiatives, involving them in giving back to the
community.
11. Conscious Consumer Advisory Board:
a. Establish an advisory board comprising conscious consumers who provide
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insights and feedback on products, campaigns, and sustainability
strategies.

49
12. Continuous Learning and Training:
a. Provide ongoing training to staff members about conscious consumer values
and sustainable practices to ensure consistent engagement.
13. Nurturing Brand Ambassadors:
a. Identify passionate conscious consumers who can become brand
ambassadors, spreading the word about Nisarga Bliss and its values.
14. Online Community Building:
a. Create an online community platform where conscious consumers can
interact, share ideas, and stay updated on Nisarga Bliss initiatives.
15. Impact Measurement Metrics:
a. Develop metrics to measure the impact of conscious consumer engagement,
such as reduction in carbon footprint or adoption of sustainable practices.
16. These suggestions aim to further enrich Nisarga Bliss' approach to catering to
conscious consumers, fostering deeper connections and lasting loyalty among this
valuable consumer segment.

41
0
 Reference

1. Grunert, K. G. (2011): The Rise of Conscious Consumerism and its Significance in

the Food Industry.
2. Kim, Y., & Chung, J. E. (2018): Factors Influencing Green Consumer Choices in
the Food Industry.
3. Verain, M. C., & Hamstra, M. R. W. (2016): Consumers' Willingness to Pay for
Sustainability-Labeled Products and the Impact of Product Claims and
Communication Strategies.
4. Michaud, E., Giroux, M., & Patry, M. (2018): The Role of Labels and Certifications
in Shaping Consumers' Perceptions of Product Quality and Environmental Impact.
5. Arimi, A. M., Karanja, D. K., Gatwiri, G., & Kiriinya, R. N. (2019): The
Growing Demand for Plant-Based Milk Alternatives Among Environmentally
Conscious Consumers.
6. Bigné, E., Andreu, L., & Gnoth, J. (2005): Consumers' Willingness to Pay a Premium
for Products that Align with Their Values.
7. Gobe, M., & Darden, W. R. (2019): The Power of Storytelling and Authentic
Brand Narratives in Engaging Conscious Consumers.
8. Tafesse, W., & Dagne, D. (2018): The Role of Social Media in Engaging
Conscious Consumers.
9. Chen, Y. S., & Chang, C. H. (2013): Addressing Consumer Skepticism
Towards Greenwashing in Sustainability Claims.
10. Luchs, M. G., Brower, J., & Chitturi, R. (2018): Consumer Engagement with
Brands' Sustainability Initiatives and its Impact on Brand Loyalty and Advocacy.
11. Han, Y. J., & Nunes, J. C. (2018): The Influence of Cultural Values and Norms
on Sustainability Perceptions and Practices Among Consumers.
12. Galketi, U., & Dekermendjian, A. (2023). Market summaries MILK AND

MILK PRODUCTS https://www.fao.org/3/cc3020en/cc3020en_milk.pdf

13. (N.d.). Nic.In. Retrieved August 30, 2023, from

https://dahd.nic.in/sites/default/filess/FINALREPORT2023ENGLISH.pdf

14. IMARC Group. (2022, December 7). Dairy Industry in Orissa: Growth, prices,
segments, cooperatives, private dairies, procurement and Distribution. OpenPR.
https://www.openpr.com/news/2837392/dairy-industry-in-orissa-growth-prices-segments
15. https://www.nisargabliss.com/
16. https://milkmantra.com/
17. https://amul.com/

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 ANNEXURE

1. Survey Questionnaire:
a) What is your age group?

b) What is your gender?

c) How often do you purchase dairy products?

d) Which dairy products do you usually consume?

e) How familiar are you with Nisarga Bliss dairy products?(Mo Milk)

f)What factors influence your dairy product purchasing decisions? (Select all that

apply)

g) Have you tried Nisarga Bliss dairy products before?

h) How important are the following factors when choosing dairy products? (Rate

from 1 to 5, with 1 being "Not important" and 5 being "Very important")

i)Are you aware of any certifications or labels that indicate environmentally-friendly

or ethical dairy products?

j)How do you usually gather information about dairy products? (Select all that

apply)

k)What challenges, if any, do you face when trying to find dairy products that meet

your conscious consumer preferences? (Select all that apply)

l)Would you be interested in participating in product improvement surveys or taste

testing sessions to provide feedback on Nisarga Bliss dairy products?

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2. Plagiarism Report

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53