Consumer Preferences and Buying Behavior: Branded vs. Unbranded Milk

This comprehensive study investigates consumer preferences and buying behavior toward branded and unbranded milk in India. By analysing responses from diverse demographic segments, the research examines the factors influencing milk purchasing decisions, such as price sensitivity, quality perceptions, brand trust, and the impact of government certification. Statistical analysis and visual representations highlight consumption patterns, key influencing factors, and consumer trust levels. The findings suggest that brand reputation, freshness, and FSSAI certification significantly affect consumer choices. Recommendations are proposed to improve milk quality assurance and consumer awareness.