Authors: Assistant Professor Ms. Abinaya J, Mr. Akbar Sha H
Abstract: The dairy industry plays a pivotal role in the agricultural economy of India, and Coimbatore district in Tamil Nadu is no exception. This study aims to examine the production, distribution, consumption, and marketing patterns of dairy products in Coimbatore district. The dairy sector in this region is influenced by a complex interplay of consumer preferences, supply chain dynamics, government policies, and market competition. The study focuses on understanding consumer awareness, purchasing behaviour, and satisfaction levels with respect to various dairy products such as milk, curd, butter, ghee, paneer, and cheese. Primary data were collected through structured questionnaires administered to 120 respondents, while secondary data were drawn from published reports, journals, and government records. The findings reveal that a significant proportion of consumers in Coimbatore prefer locally sourced dairy products and are moderately aware of branded dairy variants. The study also highlights the challenges faced by dairy farmers and retailers in maintaining quality and price competitiveness. The research contributes to understanding the dynamics of the dairy market in Coimbatore and offers actionable recommendations for improving product reach, quality assurance, and consumer satisfaction. The results are expected to benefit dairy entrepreneurs, policy makers, and academic researchers.
