• Ms. M. Harinipriya
• Ms. N. Vanmathi

India is "The Oyster of the global dairy industry. It offers opportunities galore to entrepreneurs worldwide, who wish to capitalize on one of the world's largest and fastest growing markets for milk and milk products. These included cows, buffaloes, Sheep, goats, and camels, all of which are still used in various parts of the world. The study will analyze consumer behavior across different age groups, income levels, lifestyles and purchasing habits to understand preferences and trends. This study aims to identify the factors influencing purchasing decisions (price, quality, availability brand loyalty). The study will cover consumer behavior trends over a specific period to analyze changing preferences and market dynamics. The total sample size consists of 100 respondents. Simple percentage analysis, Ranking method and Chi-square test were employed. Majority (29%) of the respondents were most used product of panner. Majority (34%) of the respondents were Weekly purchase, Majority (92%) of the respondents were aware of Milky mist products, Innovative products got the first rank with score of 388 points and Taste got the first rank with score of 388 points.

Preferences, consumer satisfaction, attitude

"A STUDY ON CONSUMER PREFERENCES AND PURCHASING BEHAVIOR TOWARDS MILKY MIST PRODUCTS", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.12, Issue 3, page no.i6-i14, March-2025, Available :http://www.jetir.org/papers/JETIR2503802.pdf

"A STUDY ON CONSUMER PREFERENCES AND PURCHASING BEHAVIOR TOWARDS MILKY MIST PRODUCTS", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.12, Issue 3, page no. ppi6-i14, March-2025, Available at : http://www.jetir.org/papers/JETIR2503802.pdf