Analysing The Millennial and Gen Z Buying Behaviour of Dairy Product with Special Reference to Aavin ‎Products of Tamil Nadu

  • Authors

    • V. Rajalakshmi (PT)‎ Research Scholar,‎ Department of Commerce,‎ Mar Gregorios College of Arts & Science,‎ Chennai
    • Dr. Anthony Rahul Golden S Assistant Professor,‎ Loyola College (Autonomous),‎ Chennai
    https://doi.org/10.14419/6d5s7n41

    Received date: June 5, 2025

    Accepted date: June 30, 2025

    Published date: July 5, 2025

  • : Gen Z; Millennial; Dairy; Economics; Sustainability; Behaviour; Consumer

  • Abstract

    Growing rapidly, the Indian dairy industry is evolving with changes brought about by shifting consumer preferences, especially among Millennials and Gen Z. This study examines how these younger consumer segments behave when buying dairy products, especially those of Aavin, one of the leading dairy brands in Tamil Nadu. A ‎structured survey was conducted on a sample size of 343 respondents, and regression analysis was used to ‎scrutinize the major determinants for purchasing decisions. Factors such as brand loyalty, price sensitivity, health ‎consciousness, convenience, product variety, and the effects of digital marketing on the choice of consumers have ‎been the subject of the study. Furthermore, it looks into the influence of peer participants and the role of social ‎media, and sustainability concerns in purchase intention. Results show that Millennials and Gen Zers have ‎different preferences, and Gen Zers are more likely to prefer health and innovation-oriented dairy products. This ‎could be useful for Aavin and other dairy brands to improve the product offerings, refine the marketing strategies ‎as per the demand of young consumers, and the environment. This research also brings another outcome of ‎generational consumer behavior in the dairy industry and attests to how strategies can be developed to engage ‎with customers and penetrate a market‎.

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  • How to Cite

    Rajalakshmi, V. ., & S, D. A. R. G. . (2025). Analysing The Millennial and Gen Z Buying Behaviour of Dairy Product with Special Reference to Aavin ‎Products of Tamil Nadu. International Journal of Accounting and Economics Studies, 12(2), 409-418. https://doi.org/10.14419/6d5s7n41