Factors influencing consumer’s buying decision towards aroma milk in Coimbatore district of Tamil Nadu

India is the largest milk producing country since 1997 and also the largest consumer of dairy products. In India, the co-operatives and private dairies have access to only 20% of the milk produced. Approximately, 34% of the milk is sold in the unorganized market whereas 46% is consumed locally. Players are emphasizing on offering the consumer better quality differentiated milk products. Consumers are looking for more healthier dairy options. This study analysis the major factors influencing the buying decision of Aroma milk among the consumers in Coimbatore district, Tamil Nadu. The major attributes included for determining the decision behaviour were quality, health consciousness, price, packaging, availability and door delivery. The results concluded that the consumers prefer to purchase Aroma milk on the basis of quality. Also, it is certain that, people are health conscious about the product they purchase in day-to-day life.