Author(s): Nitish Kumar Singh, Harishchandra Singh Rathod, Alagawadi M.V., Mohan Bailpattar, Ajay Daimari, Kiran Kumar and Shruta Patil
Purpose: While Camel milk has a huge potential to attract private investment due to it’s therapeutic properties, these could also be consumed by lactose intolerant individuals. However, in India, individuals still seem to be hesitant to purchase camel milk and it’s products. Only AMUL has attempted to popularise camel milk by introducing pet bottles. The current study, therefore, would examine the factors impacting Indian consumers' decision to purchase AMUL's camel milk. Design/methodology/approach: The present quantitative exploratory research used collected data (N = 388, Male = 329, Female = 59) using a structured questionnaire from Gandhinagar, Gujarat between the age group of 21 to 65 years (Mean=30 and SD= 1.85) using judgemental sampling technique. Logit regression analysis was performed using R software. Findings: The findings revealed that brand image, perceived awareness, health benefits, and therapeutic use were all significantly positive correlates of purchase intention. Research limitations/implications: Future research could explore on comparison studies between other cities’ consumption of AMUL’s camel milk. Additionally, studies could also expand on the consumers’ buying behaviour pattern using theoretical models. Practical implications: Using AMUL’s brand image as a leverage, and creating advertisements that emphasize the nutritional properties of camel milk, the consumers could be influenced in to purchasing camel milk. Originality/value: This study specifically focuses on India sample where the consumption of cow milk is immensely high. Therefore, the constructs used in this study provides a significant contribution and increases the relevance of the study.