European Journal of Nutrition & Food Safety

The demand for value-added dairy products (VADPs) in India has been increasing due to changing consumer preferences, rising income levels, urbanization and growing awareness regarding nutrition, quality and food safety. Understanding the socio-economic and behavioural factors influencing dairy consumption has therefore become essential for designing effective production, marketing and distribution strategies in the dairy sector. The study examines consumer behaviour toward milk and value-added dairy products (VADPs) in selected districts of Kittur Karnataka region of Karnataka state, with a focus on identifying key socio-demographic determinants, brand preference factors and perceived product benefits. Primary data were collected from 120 exclusive consumers (60 rural and 60 urban), and the analysis employed a semi-log functional model along with Garrett’s ranking technique. Regression results revealed that family size, educational status, and family income significantly and positively influenced monthly expenditure on milk and milk products, whereas non-vegetarian food habits negatively affected consumption. The overall model exhibited strong explanatory power (R² = 0.926), indicating that the selected variables accounted for most of the variation in dairy expenditure. Garrett’s ranking analysis showed that quality parameters ranked as the most important factor determining brand preference, followed by price and health benefits. Easy availability also played a crucial role for both rural and urban consumers. Packaging, advertisements and peer influence were found to have relatively minor impacts. Quality assessment across product categories revealed that hygienic packaging and texture were the most valued attributes, though the importance of fat content, cleanliness and colour varied by product type. Consumers perceived nutritive value and taste as the major benefits of VADPs, with freshness and preservation also being relevant, particularly for ghee and butter. Overall, the study highlights that economic factors, quality considerations and nutritional perceptions significantly shape consumer choices, offering important insights for dairy producers, marketers and policymakers aiming to strengthen dairy consumption and enhance value-added product adoption.