ABSTRACT

The objective of this study was to investigate about packed and unpacked fluid milk consumption and main attributes of milk to which consumer gives preference. For this purpose, we made a questionnaire to collect data from the urban households of Veraval. Close-ended questions were formed for the purpose of data collection. The questionnaire was used to find the consumer preference for the packed and unpacked milk. For this purpose, we select different variables, the consumer takes into consideration before making purchase decision of milk like quality, freshness, price, fat level and easy availability which determine households’ fluid milk consumption choices among packed, unpacked and both packed-unpacked milk consumption choices. Based on the results, 60.8% of respondents consumed unpacked fluid milk, 32.5% consumed packed fluid milk while 6.5% of respondents consumed both unpacked and packed fluid milk. The study also suggest that the consumer always considers different factors like the standard quality of milk, fat level, price, freshness and availability before making a purchase. It means these are various variables which guide or direct the consumer to make the purchase decision. The study also becomes helpful to different milk processing firms to consider the preference factors to grab more market share.

Keywords: -  Households, consumption, preference factors, purchase decision, milk processing firms, Veraval.