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 Journal of Statistics and Management Systems cover
Hybrid ·Peer-reviewed·ISSN (Online): 2169-0014·ISSN (Print): 0972-0510

Monthly Journal: Publishes peer-reviewed aticles on theoretical and applied statistics and management systems, expoloring industrial statistics, actuarial and decision sciences.

Issues up to 2022 co-published with and available at:Taylor & Francis Online
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Open Access Research Article

Facets of retailers’ consideration in choosing to stock and retail branded value added milk products especially clarified butter

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* Corresponding author · click or hover a name for details

pp. 1295–1309Vol. 28Issue 7October 2025DOI: 10.47974/JSMS-1444XML
Received:
08 Oct 2024
Published Online:
11 Oct 2025
Article type:
Research Article
Language:
EN
Article no.:
JSMS-1444
Pages:
1295–1309

Abstract

Value-added milk products (VAMP), especially clarified butter (ghee), hold a key position in the Indian market due to their culinary, health, and spiritual significance. This study examines the key factors influencing retailers in Chennai, Tamil Nadu, when choosing to stock and promote branded ghee. Data from 145 retailers revealed that product quality and profitability/margins are the most influential factors, followed by marketing support, packaging, logistics, credit policy, and brand reputation. The findings provide valuable insights for manufacturers to tailor promotional strategies based on retailer priorities.

Keywords

Subject Classifications

90B6091B2491B60

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