MARKET ANALYSIS OF RETAILER's PERCEPTION AND ACCEPTANCE TOWARDS BRITANNIA DAIRY-BASED PRODUCTS

<div> This study examines the retailer perception and acceptance of dairy-based products offered by Britannia in the Delhi NCR region. The research is based on primary data collected from 520 retailers using a structured questionnaire. The findings reveal that while Britannia enjoys strong brand recognition, especially in biscuits, its dairy products still face tough competition from established brands like Amul. </div> <div> The study highlights that most retailers are aware of Britannia dairy products, but issues such as limited availability, pricing sensitivity, and lack of promotional support affect their acceptance. Additionally, infrastructural challenges like lack of refrigeration in some retail stores impact product stocking. </div> <div> The research concludes that improving distribution efficiency, increasing promotional strategies, and strengthening retailer relationships can significantly enhance market penetration and sales of Britannia dairy products. </div>