A Study on Consumer Preference towards Indigenous Cow Milk in Coimbatore City

The demand for milk from indigenous cows had greatly grown over the time, particularly in India. There is a shift toward the consumption of milk from indigenous cows to milk from cross breed cows for a variety of reasons, including the health benefits and other attributes like taste, quality and freshness. The objective of the study was to understand the consumer buying behaviour and preference for consumption and purchase of indigenous cow milk. Through purposive sampling, data on purchase and consumption was collected between March 2022 and May 2022 from 50 indigenous cow milk consumers in Coimbatore city. Primary data was collected through a well-structured questionnaire. Relative Importance Index and Garett’s ranking technique were carried out to analyse the information collected. The study’s results revealed that comparatively higher price and less availability of indigenous cow milk was the major limitation for the consumers in purchasing indigenous cow milk and it could be evident that the health benefits of indigenous cow milk was the first factor influencing the sample respondents to purchase and consume indigenous cow milk.