An Empirical Study on Demographic Influences on Consumer Perception of Milk Products in Coimbatore District

Understanding demographic influences on consumer perception is essential for effectively positioning dairy products in competitive markets. This study examines how key demographic variables, particularly age, gender and occupation, shape consumer perceptions of milk products, including taste, healthfulness, accessibility and packaging. The research addresses existing gaps in empirical evidence on demographic-based consumer behavior within the Coimbatore district dairy sector.

Primary data were collected from 47 consumers in Coimbatore District using a structured questionnaire. The responses were analyzed using cross-tabulation and chi-square tests to determine the presence and strength of associations between demographic factors and selected product attributes. Age, gender and occupation were considered as primary demographic variables.

The analysis revealed a significant association between age and taste preference. This indicates that age plays a critical role in shaping consumers’ milk product choices. Younger adults emerged as a dominant consumer segment with distinct taste expectations, highlighting the need for age-focused product strategies. While gender and occupation did not show strong statistical associations with most product characteristics, marginal patterns were observed in perceived availability and health-related attributes, suggesting areas for future research. Overall, the findings reinforce the importance of demographic profiling for developing consumer-driven dairy product formulations and targeted marketing strategies in the Coimbatore district.