A Study of Awareness and Student's Buying Behaviour towards Probiotic Dairy Products at Anand City, India

Abstract

Probiotics are essential for maintaining a healthy gut microbiome, especially in an era of rising antibiotic resistance among harmful bacteria. A survey conducted among college students revealed that most respondents had a good understanding of probiotics, primarily gaining awareness from books and commercials. The majority of respondents were male (69%), aged 20-25 years and undergraduate students (71%), with about 50% coming from agricultural family backgrounds and a monthly family income of approximately ₹40,000 (37%). Most respondents were from rural areas and were aware of probiotic dairy products. Awareness sources included books, social media, and friends & family. Most respondents consumed probiotic dairy products weekly, favouring products such as lassi, buttermilk, ice cream and dahi, with a preference for the Amul brand. Only around 3% were dissatisfied with probiotic dairy products and 73% purchased them for their health and nutritional benefits. About half perceived these products to be more expensive than regular dairy products and 97% of aware respondents were satisfied and willing to recommend them to family and friends.