Project Report

On

“An Analytical Study of Consumer Perception Towards Milk & Milk

Products”

Submitted to

SAVITRIBAI PHULE PUNE UNIVERSITY

In partial fulfilment for the award

of degree of

MASTER OF BUSINESS ADMINISTRATION

Submitted by

DIESH PRAVIN RATHOD

Under the guidance of

Dr. Vinay Bhalerao Sir

Through

S.P.Mandali’s

Prin. N. G. Naralkar Institute of Career Development & Research, Pune-

411030

2024-26
 DECLARATION

I hereby declare that the project work titled “An Analytical Study of Consumer Perception
Towards Milk & Milk Products” submitted as part of the requirements for the MBA
program is entirely my own work. This project is based on original work done by me and has
not been copied or duplicated from any other source.

To the best of my knowledge, this work adheres to the academic standards and ethical
guidelines required by S. P. Mandali’s Prin. N. G. Naralkar Institute of Career Development &
Research, Pune-411030

I affirm that this project is a genuine effort and represents my own analysis, findings, and
conclusions.

Date - (Student Signature)

Place - Dinesh Pravin Rathod

 ACKNOWLEDGMENT

I Dinesh Pravin Rathod take this opportunity to express my deep gratitude to

Dr.Vinay Bhalerao Sir my Project Guide MBA for their continuous
encouragement, invaluable guidance and help for completing the research. I am
also in debited to all other Professors of Naralkar Institute of Career
Development and Research Institute. Also, I would like to thanks our respected
Director Dr. Mahesh Abale Sir without their valuable guidance and support,
completion of this project was impossible.

I am privileged to articulate my deep sense of gratefulness to pursue this project.

I would like to thank my head of department Dr. Sheetal Deshmukh for
providing me the opportunity to gain some practical knowledge about various
aspects required in carrying out the project.

Thank you all once again

 TABLE OF CONTENTS

Sr. CONTENTS PAGE

No NO
1 Introduction

2 Review of the Literature

3 Method

4 Data Collection

5 Study of Literature

6 Data Collection

7 Data Analysis & Interpretation

8 Findings

9 Limitations

10 Conclusion

11 Bibliography

12 Annexures
 LIST OF TABLE

Table Table Name Page No

No
1.1 Age Wise Classification

2.1 Location Wise Classification

3.1 Milk Consumption Habits

4.1 What type of milk do you usually consume ?

5.1 What form of milk do you prefer?

6.1 How do you typically consume milk?

7.1 Which brand of processed milk do you purchase ?

8.1 What factors influence your choice of milk brand ?

9.1 Do you feel any quality between Direct from Dairy milk and
processed milk?
10.1 If yes, which is better ?

11.1 Where do you typically purchase your milk?

12.1 Do you prefer buying milk from a local producer or a large dairy
company ?

13.1 How important is the nutritional content of milk to you?

14.1 Do you look for specific certifications when buying milk ?

15.1 Which nutritional aspects of milk do you consider when

purchasing ?

16.1 How satisfied are you with the milk products currently available
in the market ?
 Chapter 1 Introduction

Milk is a vital for human growth and development, body maintenance and protection from
diseases. cow milk generally contains between 3 and 4 g of fat/100g, although value as high
as 5.5 g/100 g have been reported in raw milk. Dairy is a vital part of the global food system,
providing economic, nutritional and social benefit to a large proportion of the world’s
population. With up to one billion people living on dairy fames, dairying plays a major role
within the economics of numerous communities, regions and countries across the globe. Dairy
and dairy products provide livelihood to millions of homes in India villages. They supply the
quality of milk and milk products to people to both urban and rural areas. Dairying has
become an essential secondary source of income for millions of rural families.

Consumer behaviors is the study of individuals ,groups ,or organizations and the processes
they use to select ,secure ,and dispose of products, services experiences & ideas to satisfy
needs and the impacts that this processes have on the consumer and society

The factors affecting consumer’s buying behaviour, wile buying the dairy products, the
variables include packaging, cost, availability, products quality, products taste etc... That
influences the choice of a brand of milk and milk products

1. Statement of the Problem

A statement of the problem defines the specific issue or concern that a research study aims to
address. In examining consumer perceptions towards milk and milk products in Pune city,
several key factors emerge:

 Brand Awareness and Acceptance:

Understanding how consumers perceive and accept various milk brands, such as Amul,
Chitale, Katraj, Gokul etc and identifying the factors influencing their preferences.

 Consumer Behaviour Patterns

Analyzing the purchasing habits and satisfaction levels of consumers regarding different milk
products, including factors like frequency of purchase and brand loyalty.
 Perception of Milk Safety

Investigating consumers concerns about milk safety, including awareness of adulteration and
its impact on purchasing decisions.

 Health and Nutritional Perceptions

Exploring how consumers' perceptions of health benefits and nutritional value influence their
choices of milk and milk products.

Addressing these aspects is crucial for dairy producers and marketers to align their strategies
with consumer expectations and enhance market presence in Pune

2. Purpose/Objectives of the Projects

1) To Analyze Consumer Attitudes and Preference Towards Milk and Milk Products
2) To Understand how Factors like Quality, Price and Packaging influence purchasing decisions
3) To Assess the Impact of Health Consciousness on Consumer Choices Related To Milk
Products
4) To Identify the Key Demographic Factors that Influence Consumer Perception and Purchasing
Behaviour
5) To identify key challenges and future trends in milk product consumption.
3. Theoretical Framework
Understanding consumer perception towards milk and milk products involves integrating
various theoretical perspectives that explain how consumers form attitudes and make
purchasing decisions. Key frameworks include:

 Theory of Reasoned Action (TRA)

This theory posits that consumer behavior is driven by behavioral intentions, which are
influenced by attitudes toward the behavior and subjective norms. In the context of dairy
products, consumers' intentions to purchase are shaped by their positive or negative
evaluations of these products and the influence of societal expectations.

 Innovation Diffusion Theory

This framework examines how, why, and at what rate new ideas and technology spread
among cultures. Applied to dairy products, it helps understand how consumers adopt new
dairy innovations based on perceived benefits and risks.

 Perception Process Model

This model outlines how consumers receive, select, organize, and interpret information to
form perceptions. In dairy consumption, factors such as advertising, word-of-mouth, and
personal experiences contribute to how consumers perceive different milk brands and
products
 Marketing Mix (4Ps)

The elements of product, price, place, and promotion significantly impact consumer
preferences and perceptions of dairy products. Factors such as product quality, pricing
strategies, distribution channels, and promotional activities can influence consumers'
purchasing decisions.

 Consumer Demographics:

Demographic factors such as age, income, education, and cultural background play a crucial
role in shaping consumer perceptions and preferences toward dairy products. For instance,
health-conscious consumers or those with higher income levels may have different
perceptions and consumption patterns.

 Sustainability and Ethical Considerations

Increasingly, consumers are considering the environmental and ethical aspects of dairy
production. Perceptions of sustainability, animal welfare, and ethical production practices can
influence consumer preferences and purchasing decisions.

4. Significance of the Project

 Dairy Producers and Marketers

Understanding consumer preferences and perceptions enables producers to tailor products and
marketing strategies effectively, addressing factors like taste, quality, packaging, and pricing
to meet consumer expectations.

 Academic Research

The study contributes to the existing body of knowledge on consumer behavior, offering
empirical data and analyses that can guide future research in related fields.

 Understanding Consumer Preferences

The dairy industry is a vital component of India's economy, with milk and milk products
being integral to the daily diet of millions. Analyzing consumer perceptions helps in
 identifying factors influencing their purchasing decisions, such as quality, price, health
consciousness, and availability. For instance, a study on consumer behavior towards dairy
products in India found that quality, health consciousness, price, and availability are the most
influencing factors in purchasing milk products.

 Enhancing Product Development

Insights into consumer preferences enable dairy producers to tailor their products to meet
market demands effectively. Understanding aspects like packaging sizes, flavor variations,
and health-oriented options can lead to the development of products that resonate with
consumer needs. A study on consumer perception towards Nandini dairy products in
Karnataka, for example, analyzed factors influencing consumer preferences and satisfaction
levels, providing valuable information for product enhancement.

 Improving Marketing Strategies

By comprehending consumer perceptions, dairy companies can devise targeted marketing

campaigns that address specific consumer concerns and preferences. This leads to more
effective communication, better brand positioning, and increased customer loyalty. A research
proposal on consumer perception, preference, and satisfaction for dairy and frozen products of
Amul in Pune highlights the importance of understanding consumer behavior to strengthen
market position.

 Identifying Market Trends

Analytical studies shed light on emerging trends within the dairy sector, such as a growing
preference for organic or low-fat products. This information is crucial for businesses to adapt
and innovate, ensuring they remain competitive in a dynamic market. For example, research
on consumer buying behavior towards dairy products in India indicates that health
consciousness significantly influences purchasing decisions, suggesting a trend towards
healthier dairy options.

 Supporting Policy Formulation

Understanding consumer perceptions aids policymakers in making informed decisions

regarding food safety regulations, pricing policies, and subsidies. This ensures that policies
align with consumer interests and promote the overall growth of the dairy industry.
 Chapter II - Review of the Literature
1) Mounika Vadapally, B. Ganesh Kumar, Seema, and K. Supriya.
Title: "Study on Consumer Buying Behavior, Awareness and Preference for A2 Milk in
Hyderabad,India"
Journal: Asian Journal of Agricultural Extension, Economics & Sociology
Date: Volume 38, Issue 9, pages 21-29

The study "Study on Consumer Buying Behavior, Awareness and Preference for A2 Milk in
Hyderabad, India" (Vadapally et al., 2020) examined consumer behaviors toward A2 milk in
Hyderabad. The research found that consumers are well-educated, middle-aged, and have
annual incomes above ₹8 lakhs. Key factors influencing A2 milk purchases include product
quality, health benefits, and accessibility. Most consumers buy 3-7 liters per week, often
through home delivery services. Family size and income significantly affect purchase
quantities

2) Abhishek Singh and Ajay Singh (2020)

Title: “Consumer Behavior and Comparative Analysis of AMUL products”
Journal: International Journal of Scientific Research in Engineering and Management

Date: Volume 4, Issue 1, 1-9.

The research highlights how AMUL's innovative practices transformed India into the world's
largest milk producer. Key insights include the importance of developing both markets and
supplier networks, achieving economies of scale, and focusing on operational efficiency for
cost leadership. The study also emphasizes the need for a long-term, integrated approach to
synchronize demand and supply in emerging markets.
3) Canavari, M., & Coderoni, S. (2020).
Title: “Consumer stated preferences for dairy products with carbon footprint labels in Italy”.
Journal: Agricultural and Food Economics
Date: Volume 8, Issue 1, Pages 1-16.

The study by Canavari and Coderoni (2020) investigates Italian consumers' willingness to pay
(WTP) for dairy products labeled with carbon footprint (CF) information. The research
reveals that consumers who recognize the role of low environmental impact products in
combating climate change are more inclined to pay a premium for CF-labeled dairy items.
Conversely, price-sensitive consumers show less interest in paying extra for such products.
Additionally, the study underscores the importance of consumer awareness and education in
promoting environmentally friendly purchasing decisions.

4) Ameena Babu. V, Hanzy. V.S (2021)

Title: A Study on the Consumer Buying Preferences with reference to Dairy Food Sector.
Journal: ,Dogo Rangsang Research Journal
Date: Vol-11, Issue-06, 121-126..
The study titled "A Study on the Consumer Buying Preferences with Reference to Dairy Food
Sector" investigates consumer preferences in India's dairy sector. The research identifies
factors such as product quality, taste, packaging, and brand reputation as significant
influencers of consumer purchasing decisions. It also highlights the impact of demographic
variables like age, income, and education on dairy product preferences. The study provides
valuable insights for dairy producers and marketers to align their strategies with consumer
expectations.
5) Bhavya Bhanu, P.V, A. Serma Saravana Pandian, P. Vinothini, and S.K. Mathanghi (2017),
Title Analysing the Consumer Preference for Dairy Products in Trivandrum City, India
Journal: , International Journal of Science, Environment and Technology
Date:Vol. 6, No 1, 650 – 654, ISSN 2278-3687

The study "Analysing the Consumer Preference for Dairy Products in Trivandrum City, India.
investigates consumer preferences for dairy products in Trivandrum, India. The research
identifies fluid milk and curd as the most preferred dairy items, with taste being the primary
factor influencing these preferences. Other significant factors include satisfaction, quality,
availability, nutritious value, low price, and bulkiness. The study provides valuable insights
into consumer behavior, highlighting that taste is the foremost consideration, followed by
satisfaction and quality, among others.

6) Kaliji, S., Mojaverian, S., Amirnejad, H., & Canavari, M. (2019).

Title ). “Factors Affecting Consumers' Dairy Products Preferences .
Journal: , Agris On-Line Papers In Economics And Informatics
Date: Volume 11, Issue 2, 3-11

Kaliji examines the elements influencing dairy product choices among consumers in Sari,
Iran. The research identifies yogurt, milk, and cheese as the most preferred dairy items, with a
notable inclination towards low-fat options. Factors such as age, education, and exercise
habits positively impact the likelihood of selecting certain dairy products, while price
sensitivity and family costs have a negative effect. Additionally, marketing mix elements—
product, price, place, and promotion—significantly influence consumer choices
7) P. Jayakumar and S. Loganathan (2015),
Title ). A Study On Consumer Preference of Milk at Edamalaippattipudur in Tiruchirappalli
District,.
Journal: , Intercontinental Journal of Marketing Research Review
Date: ISSN:2321-0346, Volume 3, Issue 7 July, 2015

P. Jayakumar and S. Loganathan (2015 Investigates milk consumption patterns in

Edamalaippattipudur, Tiruchirappalli. The research highlights that 80% of respondents
consumed Aavin milk, 8% preferred Arockiya milk, and 12% used both Vijay and Cavin
brands. Factors such aIns education level, household income, and family size were found to
influence milk consumption choices. The study provides valuable insights for dairy producers
and marketers aiming to cater to the preferences of consumers in this region.

8) J. Shilpashree,(2021)),
Title ). A Study On Consumer Preference of Milk at Edamalaippattipudur in Tiruchirappalli
District,.
Journal: , Ind. J. Vet. & Anim. Sci. Res
Date: Volume 50, Issue 2 Page 57-65, ISSN 2347-2774

The study "Consumer Preferences for Dairy Products: A Study in University Retail Outlets"
by J. Shilpashree (2021) investigates consumer preferences for dairy products sold at
university retail outlets in Chennai, India. The research reveals that 76% of respondents
preferred pasteurized raw milk due to its freshness and quality. Additionally, products like
khoa (86%), ghee (80%), ice cream (75%), flavored milk (72.5%), paneer (63%), buttermilk
(55.5%), and chocobar (39%) were favored by consumers. Product safety and taste were
identified as the primary reasons for purchasing dairy items, while factors such as staff
attitude and shopping environment were less influential. University outlets ranked third as a
source for dairy products, following supermarkets and specialized outlets.
9) Ahmadi Kaliji, S., Mojaverian, S. M., Amirnejad, H., & Canavari, M. (2019).
Title Factors affecting consumers' dairy products preferences,.
Journal: , AGRIS on-line Papers in Economics and Informatics, 11.
Date:

The study "Factors Affecting Consumers' Dairy Products Preferences" by Ahmadi Kaliji et al.
(2019) investigates the factors influencing consumer preferences for dairy products in Sari,
Iran. The research uses a nested logit model to analyze the impact of socio-demographic
variables (e.g., age, education) and lifestyle factors (e.g., exercise habits) on dairy product
choices. It finds that price sensitivity, family-related costs, and brand loyalty are crucial
factors affecting consumer behaviour. Additionally, marketing strategies involving the 4Ps
(product, price, place, promotion) are highlighted as significant influences on consumer
preferences.

10) Deepa Ingavale and H. M. Thakar.

Title: A Study of Customer Preferences for Milk and Milk Products
Journal: , Indian Journal of Marketing in 2012.
Date: 2012

This research paper investigates changes in consumer purchasing decisions regarding milk and
milk products from 1991 to 2006, focusing on factors like purchasing power, consumerism, and
urbanization.
 Chapter III – Method
This study aims to analyze consumer perception, preferences, and attitudes toward milk and
milk products. The research methodology consists of a structured approach, including
research design, data collection methods, sampling techniques, and data analysis techniques.

Data Collection Methods

1.Primary Data Collection

1.1 Survey (Questionnaire-Based Research)

A structured questionnaire is used to collect consumer responses.

Responses are collected through online surveys, in-person surveys at grocery stores, and dairy outlets.

The questionnaire includes:

Demographic Information (age, gender, income, occupation, location)

Consumption Patterns (frequency, type of milk purchased)

Brand Preferences (local vs. branded milk)

Factors Influencing Purchase (price, taste, availability, packaging, health benefits)

Satisfaction Levels (consumer feedback on quality, freshness, and taste)

1.2 Interviews

Conducted with consumers, dairy farmers

Provides deep insights into consumer concerns and expectations.

Open-ended questions allow detailed responses on preferences and issues..

1.3 Observation Method

Consumer behavior is observed in supermarkets and dairy stores.

Monitors which products consumers prefer, their decision-making process, and purchase frequency.
 2.Secondary Data

2.1. Research Design

This study used a descriptive and cross-sectional research design, focusing on capturing the
current perceptions and factors influencing specialization choices among MBA students at a
specific point in time. The research was quantitative in nature, supported by qualitative
insights to provide a more comprehensive understanding.

2.2. Data Collection Procedure

The data collection process was as follows:

1. Survey Development:
A structured questionnaire was developed to gather both quantitative and qualitative data on
the factors influencing students' specialization choices.

2. Survey Distribution:

o Online Distribution: The survey was distributed through Google Forms to facilitate easy
access and responses.

o The survey was open for ONE weeks, with reminders sent after 4 days to maximize response
rates.
 Chapter IV– Data Collection and Analysis
What is Data ?

Data, in its simplest form, is a collection of facts, numbers, words, or observations that can be
used for reasoning, discussion, or calculation.

What is Data Analysis ?

Data collected was edited for accuracy, consistency, uniformity and completeness. The
Responses was arranged to simplify coding and tabulation and facilitate basic statistical
analysis which was used for further explanations.

In this Chapter, the collected data from the sample respondents were properly tabulated and
analysed. The questionnaire, the demographic profile of the customers like gender, age was
taken for the analysis purpose to get the result of research work.

Sample Size: 100

Respondents: 101

The purpose of this chapter was to present the findings of the study based on the data obtained
from the questionnaires that were returned targeting milk consumer. The questionnaires were
in sections as guided by the research objectives. The sections revealed the students opinion
based on the research in question. The discussions and summaries of the findings were given
in distribution tables of frequency, percentages and figures.
 Table 1: Age Wise Classification

AGE RESPONENTS PERCENTAGES

18-24 72 71.3%

25-34 18 17.8%

35-44 7 6.9%

45-54 4 4%

(Table No.1.1)

(Chart No.1.1)

Interpretation:
The majority of the respondents (71.3%) belong to the age group of 18-24 years, indicating
that younger individuals dominate this survey. The participation drops significantly in the 25-
34 age group (17.8%), followed by a further decline in the 35-44 (6.9%) and 45-54 (4%) age
categories. This suggests that younger people are more involved in milk consumption trends
or more accessible for survey participation.
 Table 2: Location Wise Classification

Location RESPONENTS PERCENTAGES

Viman Nagar 7 6.9%

Katraj 19 18.8%

Deccan Gymkhana 7 6.9%

Peths 44 43.6%

Others 22 23.8%

(Table No.2.1)

(Chart No.2.1)

Interpretation:

Most respondents (43.6%) are from Peths, followed by 23.8% from other locations. Katraj
(18.8%) has a significant number of participants, while Viman Nagar (6.9%) and Deccan
Gymkhana (6.9%) have fewer respondents. This distribution highlights that a larger
proportion of people from densely populated or traditional residential areas consume milk
activ
 Table 3: Milk Consumption Habits

HABITS RESPONENTS PERCENTAGES

Daily 67 66.3%

A few times a week 23 22.8%

Weekly 6 5.9%

Rarely 5 5%

(Table No.3.1)

(Chart No.3.1)

Interpretation:
The data suggests that milk consumption is a regular habit for most respondents, with 66.3%
consuming it daily. Around 22.8% consume milk a few times a week, while only a small
portion (5.9%) drink it weekly. A minor 5% rarely consume milk, indicating that milk remains
a staple dietary product for the majority.
 Table 4: What type of milk do you usually consume

Types Of Milk RESPONENTS PERCENTAGES

Cow’s Milk 61 60.40%

Buffallo Milk 58 57.4%

(Table No.4.1)

(Chart No.4.1)

Interpretation:
Cow’s milk (60.4%) is slightly more popular than buffalo milk (57.4%). This suggests that
people prefer cow’s milk for its digestibility and health benefits, but buffalo milk also has a
strong presence, likely due to its higher fat content and creaminess.
 Table 5: What form of milk do you prefer

Milk Preferance RESPONENTS PERCENTAGES

Fresh 60 59.4%

Package Milk 39 38.6%

Powdered milk 1 1%

Flavored milk 1 1%

(Table No.5.1)

(Chart No.5.1)

Interpretation:
Fresh milk is the most preferred choice (59.4%), highlighting a strong inclination toward
natural and unprocessed dairy products. Packaged milk follows with 38.6% of respondents
choosing it for convenience. Powdered and flavored milk have minimal preference (1% each),
showing that they are not common choices among consumers.
 Table 6: How do you typically consume milk?

MILK CONSUMPTION RESPONENTS PERCENTAGES

Adding ingredient 19 18.8%

Coffee/Tea 65 64.4%

Protein 13 12.9%

Others 4 4%

(Table No.6.1)

(Chart No.6.1)

Interpretation:
The majority of respondents (64.4%) consume milk as part of their tea or coffee, indicating
that milk is an essential ingredient in daily beverages. Others (18.8%) add ingredients to their
milk, while 12.9% use it for protein intake. A small group (4%) consumes it in other ways,
possibly including desserts or shakes.
 Table 7 .Which brand of processed milk do you purchase

Milk Brand RESPONENTS PERCENTAGES

From Dairy 36 35.%

Chitale 39 38.6%

Gokul 13 12.9%

Katraj 9 8.9%

Amul 3 3%

(Table No.7.1)

(Chart No.7.1)

Interpretation:
Chitale (38.6%) and dairy-based purchases (35%) dominate the processed milk market,
showing strong local brand loyalty. Gokul (12.9%) and Katraj (8.9%) have a moderate market
share, while Amul (3%) has a limited presence, possibly due to regional preferences.
 Table 8:. .What factors influence your choice of milk brand

Milk Factors RESPONENTS PERCENTAGES

Price 37 36.6%

Brand Reputation 50 49.5%

Taste 78 77.2%

Nutritional Containt 68 67.3%

Packaging 23 22.8%

(Table No.8.1)

(Chart No.8.1)

Interpretation:
Taste is the most influential factor (77.2%), followed by nutritional content (67.3%),
indicating that consumers prioritize flavor and health benefits. Brand reputation (49.5%) and
price (36.6%) also play a role, while packaging (22.8%) is the least important factor.
Table 9:. . Do you feel any quality between Direct from Dairy milk and
processed milk?
MILK QUALITY RESPONENTS PERCENTAGES

YES 80 79.2%

NO 7 6.9%

MAY BE 14 13.9%

(Table No.9.1)

(Chart 9.1)

Interpretation:

A vast majority (79.2%) believe that there is a quality difference between direct-from-dairy
and processed milk, while 6.9% do not perceive any difference. About 13.9% are unsure,
suggesting that branding and education about milk quality could impact consumer
perceptions.
 Table 10:. .If yes, which is better

Milk Types RESPONENTS PERCENTAGES

Processed Milk 26 27.1%

Dairy Milk 69 71.9%

(Table No.10.1)

(Chart No.10.1)

Interpretation:

Dairy milk (71.9%) is widely considered superior to processed milk (27.1%). This preference
may stem from the belief that dairy milk is fresher, more natural, and free from additives
compared to processed alternatives.
 Table 11:. .Where do you typically purchase your milk?

MILK STORE RESPONENTS PERCENTAGES

General Store 52 51.5%

Online grocery store 12 11.9%

(Contrry Delight, Blinkit)

Local Market 32 31.7%

Other 5 5%

(Table No.11.1)

(Chart No.11.1)

Interpretation:

Most respondents (51.5%) buy milk from general stores, indicating accessibility and habit.
Local markets (31.7%) also play a significant role. Online grocery stores (11.9%) have a
smaller but growing market, while a minor group (5%) purchases from other sources.
Table 12:.Do you prefer buying milk from a local producer or a large dairy
company
MILK PRODUCER RESPONENTS PERCENTAGES

Local Producer 66 65.3%

Large Dairy Company 35 34.7%

(Table No.12.1)

(Chart No.12.1)

Interpretation:
A clear preference is observed for local milk producers (65.3%) over large dairy companies
(34.7%). This could be due to trust in freshness, ethical sourcing, and supporting local
businesses.
Table 13:.How important is the nutritional content of milk to you?

NUTRITIONAL CONTENT RESPONENTS PERCENTAGES

Very Important 79 71.2%

Somewhat Important 22 21.8%

(Table No.13.1)

(Chart No.13.1)

Interpretation:

A majority (71.2%) consider nutritional content very important when choosing milk, whereas
21.8% find it somewhat important. This highlights a strong health-conscious mindset among
consumers.
Table 14: Do you look for specific certifications when buying milk
NUTRITIONAL CONTENT RESPONENTS PERCENTAGES

Yes 64 63.4%

No 20 19.8%

Sometimes 17 16.8%

(Table No.14.1)

(Chart No.14.1)

Interpretation:
63.4% of consumers check for specific certifications, showing a preference for quality
assurance and regulatory compliance. However, 19.8% do not consider certifications, and
16.8% check only sometimes.
Table 15: Which nutritional aspects of milk do you consider when
purchasing?
NUTRITIONAL ASPECTS RESPONENTS PERCENTAGES

Calcium content 76 75.2%

Protein content 74 73.3%

Vitamin D 54 53.5%

Fat content (low-fat, whole, etc.) 42 40.6%

Lactose content (lactose-free ) 31 30.7%

(Table No.15.1)

(Chart No.15.1)

Interpretation:
Consumers prioritize calcium (75.2%) and protein content (73.3%) when buying milk,
followed by vitamin D (53.5%). Fat content (40.6%) and lactose-free options (30.7%) are also
considered but are of lesser importance.
Table 16: How satisfied are you with the milk products currently available in
the market
RATING RESPONENTS PERCENTAGES

1 0 0%

2 2 3%

3 27 26.7%

4 40 39.6%

5 28 27.7%

(Table No.16.1)

(Chart No.16.1)

Interpretation:
Most respondents rate their satisfaction between 3 and 5, with 39.6% giving a 4-star rating
and 27.7% giving 5 stars. A small 3% rate it at 2 stars, and no one rates it at 1, suggesting an
overall positive perception of milk product
 Chapter V – Results / Finding & Suggestions
FINDINGS

Age Group Dominance:

The majority of milk consumers belong to the 18-24 age group (71.3%), indicating that
younger individuals are more engaged in dairy consumption.

Location Impact:

Most respondents are from Peths (43.6%), followed by Katraj (18.8%). This suggests strong
regional dairy consumption patterns.

Regular Milk Consumption:

A significant number of respondents (66.3%) consume milk daily, making it an essential part
of their diet.

Preference for Fresh Milk:

The majority (59.4%) prefer fresh milk over packaged milk (38.6%), indicating a demand for
less processed dairy products.

Usage in Beverages:

Most respondents (64.4%) consume milk as part of their tea or coffee, showing its
importance in daily routines.

Brand Preference:

Chitale (38.6%) and dairy purchases (35%) are the leading sources, showing strong local
brand loyalty.
Taste as a Key Factor:

Taste (77.2%) is the top consideration in choosing milk brands, followed by nutritional
content (67.3%.

Perceived Superiority of Dairy Milk:

A majority (79.2%) believe dairy milk is better in quality than processed milk, and 71.9%
prefer it.

General Stores as the Primary Purchase Point:

Most respondents (51.5%) buy milk from general stores, with online purchases (11.9%) still
being a minority.

Preference for Local Producers:

Consumers prefer local milk producers (65.3%) over large dairy companies (34.7%),
emphasizing trust in local sourcing.

Health Consciousness:

Nutritional content is very important for 71.2% of respondents, and calcium (75.2%) and
protein (73.3%) are key considerations.

Certification Awareness:

63.4% of respondents check for certifications, reflecting an increased concern for quality
assurance.

High Satisfaction with Available Milk Products:

Most respondents rated their satisfaction at 4 (39.6%) or 5 (27.7%), showing a generally

positive outlook on available dairy products.
 SUGGESTIONS

Target Younger Consumers:

Since the majority of consumers belong to the 18-24 age group, dairy brands should create
marketing campaigns tailored to this demographic, including social media promotions,
influencer collaborations, and college-based campaigns.

Expand Fresh Milk Distribution:

Given the preference for fresh milk (59.4%), dairy businesses should ensure a wider
distribution network for fresh, unprocessed milk, including home delivery services and direct-
to-consumer sales.

Develop Ready-to-Drink Milk-Based Beverages:

Since 64.4% of respondents consume milk in tea or coffee, brands can introduce specialized
milk products for these purposes, such as flavored milk, pre-mixed tea/coffee milk, or
fortified milk drinks.

Enhance Local Dairy Partnerships:

With 65.3% of consumers preferring local milk producers, dairy companies should
collaborate with local farmers and cooperatives to improve supply chain efficiency while
ensuring fair pricing for farmers and high-quality milk for consumers.

Promote Nutritional Benefits:

Since 71.2% of consumers prioritize nutritional content, dairy brands should emphasize the
health benefits of their milk, such as high calcium and protein content, through advertising,
packaging, and awareness campaigns.

Strengthen Brand Trust Through Certifications:

As 63.4% of respondents check for certifications, dairy brands should ensure their products
meet national and international quality standards, and clearly display these certifications on
packaging.
Expand Availability in General Stores & Online:

Since 51.5% of respondents buy milk from general stores, brands should strengthen their
retail presence while also investing in online sales and delivery services to increase
convenience for consumers.

Improve Processed Milk Quality & Perception:

With 79.2% believing that dairy milk is superior to processed milk, companies producing
packaged milk should focus on enhancing freshness, transparency in sourcing, and reducing
preservatives to improve trust in their products.

Customer Feedback for Satisfaction Improvement:

With high satisfaction levels (39.6% rated 4, and 27.7% rated 5), dairy companies should
continue gathering consumer feedback to further enhance product taste, packaging, and
availability.

Introduce Affordable & Value-Added Dairy Products:

Price plays a role in consumer decisions, so offering competitively priced milk and value-
added dairy products (such as fortified milk, organic milk, or lactose-free options) can help
attract more customers.
 LIMITATIONS

 While this study provides valuable insights into consumer perception towards milk and milk
products, it is not without limitations.
 One of the primary constraints is the sample size and geographic coverage, as the study may not fully
represent diverse consumer behaviors across different regions.
 Consumer preferences can vary significantly due to cultural, economic, and demographic differences,
which may not be entirely captured in this research.
 Additionally, response bias poses a challenge, as some participants may provide socially desirable
answers rather than reflecting their actual purchasing behavior.
 Another key limitation is the focus on consumer perception without in-depth analysis of external
factors such as government regulations, dairy industry policies, and supply chain challenges that also
influence market trends.
 The study primarily relies on self-reported data, which may not always align with real purchasing
patterns observed in supermarkets or online platforms. Moreover, the research is conducted within a
limited timeframe, making it difficult to track long-term shifts in consumer preferences due to factors
such as changing dietary habits, economic fluctuations, or new product innovations.
 Finally, while secondary data sources, including government reports and market analyses, are
utilized, there may be discrepancies or outdated information that could impact the accuracy of
findings.
 SCOPE FOR FURTHER WORK

 Given the limitations of this study, several avenues for further research can be explored to gain a
more comprehensive understanding of consumer perception towards milk and milk products.
 Future research can expand the sample size and geographic coverage, including a more diverse
demographic representation across urban and rural regions, as well as international comparisons.
 A longitudinal study tracking consumer behavior over an extended period would provide deeper
insights into evolving trends, particularly regarding health-conscious choices, price sensitivity, and
brand loyalty.
 Moreover, with the rise of plant-based milk alternatives such as almond, oat, and soy milk, further
research can explore the comparative perception of dairy versus non-dairy products. This would help
in understanding the environmental, ethical, and health-related motivations behind shifting consumer
preferences.
 Additionally, technological advancements in dairy farming, packaging innovations, and digital
marketing strategies warrant further exploration, particularly in how they influence consumer trust
and purchasing decisions.
 Another critical area for future work is the impact of regulations and government policies on the
dairy industry.
 Research could examine how food safety standards, organic certifications, and sustainability
initiatives affect consumer confidence in dairy products.
 Investigating the role of e-commerce, social media marketing, and influencer promotions in shaping
consumer behavior can also provide valuable insights for industry stakeholders.
 Lastly, qualitative studies focusing on consumer psychology, emotional branding, and sensory
perceptions of milk and dairy products can offer a more nuanced understanding of why certain
products are favored over others.
 CONCLUSION

 This study provides an analytical perspective on consumer perception towards milk and milk
products, shedding light on key factors such as brand preference, health considerations, price
sensitivity, and purchasing behavior.
 The findings suggest that while milk remains a staple product for many households, consumer
expectations have evolved, with growing demand for organic, fortified, and lactose-free alternatives.
 Additionally, factors such as advertising, packaging, and trust in quality standards play a crucial role
in shaping consumer choices.
 The study highlights that price, availability, and perceived health benefits are primary determinants
in purchasing decisions.
 However, concerns related to adulteration, preservatives, and ethical dairy farming practices continue
to influence consumer trust in dairy brands.
 The research also underscores the need for innovation in the dairy sector, particularly in developing
value-added products, sustainable packaging, and transparent labeling to align with modern
consumer expectations.
 While the study provides valuable insights, it also points to the need for further research in various
areas, including the impact of technology, policy regulations, and the rise of plant-based milk
alternatives.
 Understanding these factors can help dairy producers, marketers, and policymakers make informed
decisions to enhance consumer satisfaction and industry growth.
 Ultimately, the findings suggest that the dairy industry must continuously adapt to changing
consumer preferences by offering healthier, sustainable, and ethically produced dairy options while
leveraging digital platforms to build stronger customer relationships.
 BIBLIOGRAPHY

Books

1. Kotler, P., & Keller, K. L. (2019). Marketing Management (15th ed.). Pearson.
2. Work Education Milk and Milk Products Std 9

Websites-

h ps://scholar.google.com

https://www.researchgate.net/publication/365450705_Consumer_Perception_Towards_Dairy_
Products_in_India-An_Empirical_Study

https://journalajaees.com/index.php/AJAEES/article/view/958/1915

https://www.econstor.eu/bitstream/10419/240262/1/1687879419.pdf

https://ijaem.net/issue_dcp/Analysis%20of%20Consumer%20Preference%20on%20Milk%20
Products.pdf

https://online.agris.cz/archive/2019/02/01

https://epubs.icar.org.in/index.php/IJVASR/article/view/126787

https://www.researchgate.net/publication/353514405_A_study_on_Consumer_buying_prefere
nces_with_reference_to_Dairy_sector

https://www.researchgate.net/publication/322232332_A_STUDY_ON_CONSUMER_PREFE
RENCE_OF_MILK_AT_EDAMALAIPPATTIPUDUR_IN_TIRUCHIRAPPALLI_DISTRIC
T
 ANNEXURE
1. Full Name *

2. Age *

18-24
25-34
35-44
45-54

3. Location *

Koregaon Park Viman Nagar Hinjawadi Katraj

Deccan Gymkhana
Peths (including Parvati Paytha)

4. Milk Consumption Habits *

Daily
A few times a week Weekly
Rarely Never

5. What type of milk do you usually consume? *

Cow's milk

Buffallo milk

Other:

6. What form of milk do you prefer? *

Fresh milk Package

Milk Powdered milk Flavored milk
 7. How do you typically consume milk? *

With Adding any ingridient

Coffee or Tea

Protein Other:

8. Which brand of processed milk do you purchase *

From Dairy
Chitale Gokul
Amul
Katraj
Other:

9. What factors influence your choice of milk brand *

Price
Brand reputation
Taste
Nutritional content
Packaging

10. Do you feel any quality between Direct from Dairy milk and processed milk? *

Yes
No
Maybe

11. If yes, which is better?

Processed
Dairy milk

12. Where do you typically purchase your milk? *

General
Online grocery store (Contrry Delight, Blinkit)

Local market
 Other:

13. Do you prefer buying milk from a local producer or a large dairy company? *

Local producer
Large dairy company
Other
14. How important is the nutritional content of milk to you? *

Very important

Somewhat important

Not important

15. Do you look for specific certifications when buying milk? *

Yes

No

Sometimes

16. Which nutritional aspects of milk do you consider when purchasing? *

Calcium content

Protein content

Vitamin D
Fat content (low-fat, whole, etc.)
Lactose content (lactose-free options)

17.