Dairy products are quite accepted in Indian market. Taste, availability and brand name etc. are few factors which bothers consumer while purchasing a particular brand. Also the role of family members is critical in choosing particular milk and dairy products. The present study has undergone an empirical research in Jatni block of Khurdha district of Odisha to know the influencing factors among the family members in deciding a particular product or brand. The result indicates that children, wives, friends and relatives play a vital role in purchasing various milk and dairy products.
