© 2022 IJRAR August 2022, Volume 9, Issue 3 www.ijrar.org (E-ISSN 2348-1269, P- ISSN 2349-5138) IJRAR22C2270 International Journal of Research and Analytical Reviews (IJRAR) www.ijrar.org 204 A Study On consumer behavior towards selective probiotic products in Anand city of Gujarat Dr. Dilip R Vahoniya* 1 , Jerul R. Halpati 1 , Tadvi Giriraj 2 , Deval B. Patel 3 IABMI, Anand Agricultural University, Anand 1 Assistant Manager, D-link India ltd.,Gujarat 2 Collage Of Food Processing Technology & Bio Energy , Anand Agricultural University, Anand 3 Corresponding Author :- dilip_iabmi@aau.in 9662648870 Abstract Background: Probiotic drinks are typically dairy-based beverages with a consistency similar to milk. They usually contain a mixture of probiotic strains. Probiotics may benefit individuals with digestive conditions such as Crohn's disease and irritable bowel syndrome. Probiotic supplements, usually sold as yoghurts or dairy based drinks, claim to enhance gut flora with well-known good bacteria, such as bifid bacterium and lactobacillus, which allegedly improve your digestion and enhance your gut's ‘natural defences'. The market of probiotic dairy foods is increasing annually. An increased demand for dairy probiotic products comes from health promotion effects of probiotic bacteria which are originally initiated from milk products, bioactive compounds of fermented dairy products and prevention of lactose intolerance. Methods: The article presents a data obtained by personal interview with help of structured questionnaire from individual respondents of Anand city for probiotic fruit yoghurt, probiotic sweet lassee, probiotic dahi and lactose free milk. The present study identified the socio-economic profile of the respondents, awareness and perceptions of the respondents about the probiotic products, also try to find the out satisfaction, sources of information and factors considered for the purchase of probiotic products. Findings: The findings indicate that in the study area respondents belongs to the age group of 16-25 years, majority of the respondents aware about the probiotic products out of them majority of the respondents aware about probiotic sweet lassee. In the study area researcher found that there were no association between age and awareness related to probiotic products but there were association between education and awareness related to probiotic products. It was also observed that majority of the respondents received the information about the products through the retailer. In the context of Probiotic products majority respondents perceived that the price of the probiotic products was too high and also the probiotic products were good for the health also. Respondents were satisfied with the taste, thickness and freshness and same time respondents were dissatisfied with the price, availability and packaging. At last in the study area respondents preferred thickness and taste of the products as the major factors for purchase of probiotic products. Key word: Probiotic, Probiotic food, consumer behaviour, perception 1. Introduction The term probiotic may be a relatively new acceptance “for life” and it's presently wont to name microorganisms related to he lpful effects for animals and humans. The word "probiotic" originated from the Greek word which means "on behalf of ". Probiotics contain live microbial ingredients that help in maintaining gut health. Some of the common probiotic products like yogurt, drink, dietary supplements, curd, etc. Probiotics aid in preventing the growth of harmful bacteria inside the digestive tract, leading to better nutrient absorption and bowel movement, reducing the risk of type-2 diabetes, aiding in enhanced digestive health, boosting