Main Article Content
Abstract
Milk is one of the most nutritious foods for mankind. Milk production gives employment and at the same time, generates revenue to the rural poor. This study investigates the consumer behaviour of liquid milk in the Imphal East district of Manipur. It studies the factors responsible for the influence of purchasing liquid milk and the relationship between the different factors. The findings will be helpful for both the producers and consumers in making an economic decision on liquid milk. The production and consumption patterns of the state and the national level were analyzed and found that there was a massive gap of difference at the consumption level. The average size of the family was found to be around five with an average monthly income of thirty thousand and consuming one and a half litres of milk daily. Correlation analysis showed that there is no relationship between the respondents' size of family and income with their amount of consumption. There is great potential for liquid milk consumption in the study area, and learning the factors responsible for consumption will be a massive boost in marketing liquid milk.