A cross-sectional survey on consumer preference for traditional and commercial dairy products in Guntur District Andhra Pradesh, India

The present study was conducted to assess consumer preferences, purchase behaviour and awareness on traditional and commercial dairy products in Guntur district, Andhra Pradesh, India. Dairy products are integral to the Indian diet with traditional products such as curd, ghee, butter, and paneer continuing to hold cultural and nutritional importance. A cross-sectional survey was carried out with 115 respondents by use of structured questionnaire. The results revealed that 47.8% of consumers preferred traditional dairy products, primarily due to health benefits, taste and trust in traditional methods. Commercial products offered by branded dairies were preferred by 20.9% of consumers, often for convenience and brand assurance. Education and income levels showed a significant influence on purchasing patterns with higher educational status associated with greater awareness about product quality and adulteration issues. A notable portion of respondents (77.4%) were aware of dairy adulteration, yet misconceptions about purity in traditional products persisted. In conclusion, within the surveyed group of respondents, there was a notable preference for traditional dairy products, while urbanization appeared to encourage a gradual shift toward commercial options for their convenience and brand appeal. The present findings also indicate high awareness of adulteration and a willingness to pay for quality which further highlights the importance of trust, hygiene and brand reputation in purchasing decisions.