Consumer behavioural patterns towards milk and dairy products: An analytical investigation of an Indian dairy supply chain

India has the most significant milk production and consumption level in the world. Fluid milk consumption will rise to 90 million metric tons in FY 2024 (Annual Report 202-23, United States Department of Agriculture). Milk is an essential component of daily diet in every age segment in India. Consumers’ behaviour and consumption patterns are based on their choices and preferences about product quality, price and preferences. This article critically investigates the consumer perception towards indigenous dairy markets and their consumption and behavioural pattern.

Quantitative approach and Multiple Logistic Linear Regression Analysis (MLLRA) technique was used to test the hypothesis to establish a direct and indirect relationship among endogenous and exogenous variables. The sample was drawn from rural and urban regions of India's top ten milk-producing states.

The research findings suggested a significant relationship between the direct and indirect role of consumers buying behaviour characteristics towards milk and dairy products and their satisfaction level. This research is limited to milk processors, dairy companies and dairy scientists in the field of marketing and dairy research. Dairy Farmers, Processors and Producers are vigilant about the quality of food products, especially milk delivered to their end users and their value-addition in the Milk Supply Chain (MSC) and logistics. In the past three years, during the unprecedented COVID-19, consumers’ consciousness level about health and well-being has been argued.