Study on Consumer Acceptance of Biofortified Yoghurt in Varanasi Region, Uttar Pradesh, India

Jude Felix; Durga Shankar Bunkar; Hency Rose

Abstract

Yoghurt being a fermented probiotic milk beverage produced by bacteria that break down the complex compounds in milk to produce a more nutritious product. Yoghurt is popular due to its versatility, especially among youngsters, professionals and the elderly. The quality and quantity attributes can be improved by fortification. Therefore, diseases caused due to the nutritional deficiency can be prevented by fortification. The presented paper focus on determining consumer behaviour when purchasing yoghurt. As research methods, the survey and structured questionnaire methods were used (total number of respondents were 250 from age group above 18). Many people are aware about the probiotic yoghurt in the market, but a small percentage is unaware of it. Yoghurt is mostly consumed by the younger generations. However, many of the consumers are unaware of the cultures used in yoghurt, as well as the distinction between dahi and yoghurt. Different age groups prefer different types of yoghurt, among which spoonable yoghurt being the most acceptable one. Most of them prefer yoghurt for health benefits, and sweet yoghurt is the most popular one. Consumers do prefer to have more biofortified yoghurts in the market.

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