A Study on Consumer Perception, Awareness, and Problems Associated with Milk Dairies and Milk Collection Centres

Author

Smt. P. Satyavathi, Dr. K. Lakshmana Rao, Prof. P. Uma Maheswari Devi, Dr. K. Suresh Kumar, Mr. K. R. S. Brahmanandam

Abstract

 The dairy industry forms the backbone of the rural economy in India, acting as a crucial medium for socioeconomic development. In recent years, milk collection centres and organized dairies have proliferated, transforming how milk is sourced, processed, and distributed. However, the ultimate success of this value chain relies significantly on consumer perception, their level of awareness regarding milk quality, and the challenges they face at the end of the supply chain. This research paper aims to comprehensively analyze consumer perception, evaluate awareness levels concerning milk adulteration and nutritional value, and identify the primary problems consumers face when interacting with milk dairies and collection centres. The study adopts a descriptive and analytical research design, utilizing primary data collected through a structured questionnaire from 450 respondents across selected regions of Andhra Pradesh. The findings reveal that while there is high consumer trust in branded dairy products, significant concerns remain regarding seasonal price fluctuations, packaging leakages, and perceived adulteration. The paper culminates in actionable recommendations for dairy cooperatives and private players to enhance consumer satisfaction and streamline distribution efficiency.

Keywords

Consumer Perception, Milk Dairies, Milk Collection Centres, Adulteration, Supply Chain, Dairy Industry, Consumer Awareness.

Full Text:

Download Paper PDF

References

Acharya, S. S., & Agarwal, N. L. (2018). Agricultural Marketing in India (6th ed.). Oxford & IBH Publishing Co. Pvt. Ltd.

Babu, S., & Krishna, M. (2021). Assessing the cold chain infrastructure of dairy cooperatives in Southern India. Journal of Supply Chain Management Systems, 10(3), 45-58.

Chauhan, A. K., & Sharma, V. (2019). Consumer awareness and food safety: A study of the dairy sector in India. International Journal of Consumer Studies, 43(2), 112-125.

Desai, P. (2021). Awareness of nutritional labeling on dairy products among urban millennials. Journal of Food Products Marketing, 27(4), 210-224.

Food Safety and Standards Authority of India (FSSAI). (2022). National Milk Safety and Quality Survey Report. Ministry of Health and Family Welfare, Government of India.

Garg, R., & Singh, P. (2020). Technological interventions in milk collection centres: A pathway to quality assurance. Indian Journal of Dairy Science, 73(1), 88-95.

Hemalatha, B., & Rao, K. V. (2018). A study on consumer behavior towards branded milk in Andhra Pradesh. Asian Journal of Management, 9(1), 134-140.

Kumar, R., & Singh, A. (2018). Consumer buying behavior towards dairy products in North India. Journal of Agribusiness in Developing and Emerging Economies, 8(2), 305-320.

Mishra, S. K., & Dash, M. (2019). Quality perception and its impact on consumer satisfaction in the dairy industry. Global Business Review, 20(4), 1045-1059.

National Dairy Development Board (NDDB). (2023). Annual Report 2022-23. Anand, Gujarat: NDDB Publications.

Patel, V., & Sharma, R. (2020). Evaluation of milk collection centres' efficiency and farmer satisfaction using DEA. Agricultural Economics Research Review, 33(1), 77-85.

Prasad, V. L., & Kumar, S. (2021). Adulteration in milk and its detection techniques: A review for consumer awareness. Journal of Food Science and Technology, 58(8), 2841-2852.

Rao, K. L., & Devi, P. U. M. (2022). Challenges faced by consumers in rural dairy supply chains: A regional study. International Journal of Rural Management, 18(2), 215-230.

Reddy, B. S., Naidu, G. V., & Raju, P. S. (2019). Impact of milk adulteration news on consumer trust in Andhra Pradesh. Journal of Consumer Affairs, 53(3), 980-1002.

Satyavathi, P., & Brahmanandam, K. R. S. (2023). Supply chain dynamics and distribution challenges in organized dairies. Journal of Business and Management Studies, 12(1), 55-68.

Sharma, D. P., & Chander, M. (2017). Consumer preference for organic milk in tier-2 cities of India. Indian Journal of Animal Sciences, 87(10), 1269-1273.

Singh, M., & Kaur, P. (2020). Brand loyalty among dairy consumers: An empirical investigation. Marketing Intelligence & Planning, 38(5), 589-603.

Suresh Kumar, K. (2021). Strategic management in dairy cooperatives: Overcoming seasonal supply fluctuations. Journal of Strategic Management, 15(4), 312-328.

Venkatesh, A., & Anand, S. (2018). Packaging innovations in the dairy industry and their impact on consumer perception. Packaging Technology and Science, 31(7), 485-496.

Yadav, A. K., & Sharma, R. K. (2022). Food safety regulations and compliance in the Indian dairy sector. Food Policy, 107, 102213.