Consumption Pattern of A2 Milk in Bengaluru City of Karnataka of India

Abstract

The dairy sector in India, often referred to as the "milk bowl of the world," is a cornerstone of the nation's agricultural economy. A2 milk, derived from native Indian cow breeds, is gaining popularity due to its perceived health benefits over conventional milk. The research aims to provide a complete understanding of factors that influence A2 milk consumption in Bengaluru, addressing both consumer behaviour and market dynamics. The study used a mixed-method approach, combining quantitative analysis through surveys and factor analysis. Data were collected from 80 respondents across Bengaluru city of Karnataka. Garrett ranking was utilised to identify key constraints faced by consumers, while the Kaiser-Meyer-Olkin (KMO) measure and Bartlett's test were applied to ensure data adequacy for factor analysis. Results indicate that 82.50% of respondents are aware that A2 milk is a good source of lactose, but awareness drops significantly for other nutritional benefits, with only 19.16% aware of its omega-3 fatty acid content. The general awareness of A2 milk's health benefits of the A2 milk is moderate, with 57.5% of respondents exhibiting a medium level of awareness. Factor analysis revealed that product quality and market considerations significantly influence purchasing decisions, while high cost and lack of awareness are major constraints. The high price is attributed to lower yield per cow and higher maintenance costs. Furthermore, 90.50% of respondents highly accepted the taste of A2 milk, indicating a strong sensory appeal. In conclusion, the study highlights the need for targeted awareness campaigns and pricing interventions to enhance consumer education and engagement. Addressing these constraints could improve market penetration and maintain consumer interest in A2 milk, promoting its health benefits, and ensuring its competitive edge in the dairy market. The findings provide valuable information for producers and marketers aiming to expand the A2 milk market in Bengaluru and similar urban areas.