Asian Journal of Agricultural Extension, Economics & Sociology

Dairy products play a vital role in every individual of the Indian country. Everyone may consume the dairy knowingly and unknowingly in different ways and in different consistency like solid, semi-solid and liquid forms. Despite the benefits of dairy products, their consumption has dropped over the past decade. It may be attributed to changes in consumer behavior and the low shelf life of fresh dairy. The main objective of this study is to analyze the factors that influence consumer preferences for dairy products. This study was conducted during the years 2020 to 2021 to find out the major objectives, and the data was collected from the 120 sample respondents through random sampling method during the months of November and December of 2020. Tools such as percentage analysis and factor analysis were used to analyse the factors influencing the consumers’ choice preferences of dairy products, and twenty-eight statements were used related to consumer choice. The factors influencing the consumer choice and preferences are emotional factor, nutrient factor, promotional, packaging factors, affordable price factor, conditional factor, taste factor, diet factor, social factor and self-motivational factor. Emotional and nutritional factors are the most influential components, explaining why people are most concerned about their health. It is highly important for increasing all the nutrients in the dairy product.  This study provides useful information for dairy producers and marketers to frame strategies that align with evolving consumer preferences. Understanding key influencing factors enables stakeholders to enhance product formulation, packaging, and promotional efforts to attract and retain consumers.