International Journal of Agriculture Extension and Social Development

Consumer behaviour was analysed through a survey, revealing a significant knowledge gap regarding the nutritional benefits of A2 milk. While 82.50% of respondents were aware of A2 milk as a good source of lactose, awareness of other health benefits was lower, with only 25% aware that A2 milk is free of hormones and antibiotics. Purchasing behaviour indicated a strong preference for cow's milk (90.80%) and planned purchasing (91.66%). Brand preference highlighted Akshayakalpa as the most popular, followed by Mother Dairy. The majority of respondents (62.50%) purchased A2 milk in the morning, with home delivery being the preferred mode (60%). Sensory attributes such as taste, aroma, and appearance were highly accepted among consumers, contributing to the overall acceptance of A2 milk. These findings offer valuable insights for policymakers and dairy farmers aiming to maximize economic returns and enhance consumer awareness of A2 milk's health benefits in Southern Karnataka.