An Empirical Analysis on Buying Behaviour of Fluid Milk Consumers in Mehsana District, Gujarat

The purpose of the study was to understand the socio-economic profile of consumers, buying behaviour and factors influencing the consumption expenditure of fluid milk in Mehsana district. Four talukas were selected for the study: Mehsana, Unjha, Becharaji and Jotana. A sample size of 160 consumers provided insights into various aspects of buying behaviour through an interview survey schedule research methodology for the survey. Percentage analysis, Tabular analysis and Regression analysis were used to interpret data. The study highlighted distinct demographic and socio-economic trends among rural and urban households. In rural areas, the majority of households were characterized by older individuals, while urban areas had a younger demographic. Male respondents predominated in both rural and urban areas, with families typically consisting of up to 5 members in both households. Hinduism was the predominant religion and primary education prevailed in rural areas, while higher secondary education was more common in urban areas. Married, nuclear families were prevalent across both rural and urban areas. Monthly expenditure fell within the medium range for the majority of households, with service occupation being the most common employment type. Monthly income fell within the medium range for the majority of households. In rural areas, the majority of consumers preferred home-produced milk, while urban consumers mostly bought from milkmen, while most opting for unbranded milk paid in cash. Majorly consumers bought fluid milk, typically in the morning, once a day, in purchasing quantities up to 40 liters/month in both rural and urban areas. The coefficient of multiple regression (R2) that describes the factors influencing consumption expenditure on fluid milk was 0.9052 in rural areas and 0.7572 in urban areas. Consumer’s purchasing behavior for fluid milk reflects their preference for sourcing from stores or milkmen and their decision to make or buy milk products.