A STUDY ON CONSUMER BEHAVIOUR AND AWARENESS TOWARDS WHEY PROTEIN IN MADURAI CITY

Special Issue - Innovative Commerce: Bridging Business and Computer Applications (ICBBCA-2026) |PG Department of Commerce with Computer Applications, Mannar Thirumalai Naicker College, Madurai – March 2026| International Journal of Computer Science (IJCS) Published by SK Research Group of Companies (SKRGC)

Abstract

This study examines the consumer behaviour and awareness towards whey protein in Madurai. The main objective is to analyze the level of awareness, factors influencing purchase decisions, consumption patterns, brand preference, and customer satisfaction regarding whey protein products. Primary data were collected through a structured questionnaire from consumers in Madurai city, including gym users, fitness enthusiasts and general consumers. Secondary data were gathered from journals, websites and market reports.The study identifies key factors such as health consciousness, fitness goals, price sensitivity, brand image, product quality and influence of social media in shaping consumer behaviour. The findings reveal that awareness of whey protein is increasing, especially among young adults, but misconceptions and lack of detailed knowledge still exist among some consumers. The research concludes that effective marketing strategies, proper nutritional education, and competitive pricing can enhance consumer acceptance and market growth of whey protein products in Madurai city.

References

1. https://en.m.wikipedia.org/wiki/Whey_protein – Provides basic information about whey protein, its types, benefits, and uses in nutrition.
2. https://share.google/m87yZ9g5NNOTvD4Xw – Gives general information about whey protein supplements and their role in supporting health and fitness.
3. https://pmc.ncbi.nlm.nih.gov/articles/PMC10815430/ – Explains the health benefits, nutritional value, and safety of whey protein based on research studies.

Keywords

Consumer behaviour, Whey protein, Brand preference, Health awareness