Perception and Preferences of Urban Consumers for Liquid Milk in North India

The present study analysed the perception and preferences of urban consumers for liquid milk. The primary data collected from 270 households were analysed using percentage scores, conjoint analysis and ordered logit model. Processed, buffalo, and whole cream milk were the most popular in their respective categories. Consumers were ready to pay a premium for indigenous cow milk (?10.53/l) and buffalo milk (?7.31/l). Raw milk received higher scores for taste and nutrition, while processed milk was ranked higher for safety, availability, and affordability. Indigenous cow milk was preferred for its taste but scored low on availability. Consumer satisfaction can be enhanced by preserving the original flavour even after processing, assuring the availability of processed buffalo milk and ensuring the quality of indigenous cow milk.