Vol. 7, Issue 8, Part E (2025)

This study examines consumption patterns and purchase decisions of consumers towards organized (packed) and unorganized (loose) milk in Latur, Maharashtra. Based on a structured survey of 120 respondents, 60.83% prefer loose milk while 39.17% opt for packed milk. Packed milk is primarily consumed for beverages such as tea and coffee, driven by hygiene and safety concerns, whereas loose milk is preferred for traditional dairy products like curd and buttermilk due to affordability and cultural habits.
A structural model of family consumption behaviour analyses reveal that socioeconomic factors including family size, monthly income, occupation, and brand preference significantly impact milk purchase behaviour. These findings provide insights for dairy marketers and policymakers to tailor strategies addressing consumer needs and improving sector growth.