Perception and Preferences of Urban Consumers for Liquid Milk in North India: 23581
Price: ₹ 1000
https://doi.org/10.35716/IJED-23581
Author: Indrajit Mondal, Gunjan Bhandari, Biswajit Sen and Udita Chaudhary
Author Address: Dairy Economics, Statistics and Management, ICAR-National Dairy Research Institute, Karnal-132001 (Haryana) INDIA
Abstract
The present study analysed
the perception and preferences of urban consumers for liquid milk. The primary
data collected from 270 households were analysed using percentage scores,
conjoint analysis and ordered logit model. Processed, buffalo, and whole cream
milk were the most popular in their respective categories. Consumers were ready
to pay a premium for indigenous cow milk (?10.53/l) and buffalo milk (?7.31/l).
Raw milk received higher scores for taste and nutrition, while processed milk was
ranked higher for safety, availability, and affordability. Indigenous cow milk
was preferred for its taste but scored low on availability. Consumer
satisfaction can be enhanced by preserving the original flavour even after processing, assuring the availability of processed
buffalo milk and ensuring the quality of indigenous cow milk.
Keywords: Conjoint analysis, dairy consumers, ordered logit, perception, preferences.
JEL Codes: D12, M31
Description
Indian Journal of Economics and Development
Volume 21 No. 1, March 2025, 000-000
https://doi.org/10.35716/IJED-23581
Impact Factor: 0.3 (Web of Science)
NAAS Score: 6.30 (2025)
Indexed in Scopus (SJR = 0.13)
Resurchify Impact Score: 0.23
UGC Approved (UGC Care List Group II)
Index Copernicus (ICV 2023: 105.09)