The dairy industry has witnessed substantial changes in consumer purchasing behaviour as a result of evolving dietary preferences, rising awareness of health and nutrition, and increasing demand for branded food products. In this changing market environment, understanding the factors that shape consumer choice has become essential for developing effective marketing strategies and sustaining customer loyalty. The present study explores consumer behaviour towards different brands of milk and milk products in Coimbatore District, Tamil Nadu. The investigation focuses on consumer preferences, buying habits, determinants of brand selection, and levels of satisfaction associated with dairy products. The study employed a descriptive research approach and collected primary data from 180 consumers through a structured questionnaire. Convenience sampling was used to identify respondents from different socio-economic backgrounds. Data analysis was carried out using percentage analysis, Garrett ranking technique, weighted average analysis, Chisquare test, and Pearson’s correlation analysis. The results indicate that consumers largely prefer branded dairy products because they perceive them as more reliable, hygienic, and consistent in quality. Among the various factors considered during purchase, product quality emerged as the most influential, followed by freshness, taste, and brand credibility. The findings further reveal that age, income, educational qualification, and place of residence significantly affect consumer preference and purchasing behaviour, while gender does not show a statistically significant influence. The assessment of satisfaction levels demonstrates that consumers are highly satisfied with product quality, freshness, and product availability. Correlation analysis confirms that quality, freshness, and brand credibility maintain strong positive relation- -ships with consumer satisfaction. The study highlights that favourable evaluations of product and brand attributes contribute substantially to repeat purchasing behaviour and customer loyalty. It concludes that long-term success in the dairy market depends on maintaining superior prod- -uct standards, strengthening consumer trust, and consistently delivering value to customers. The findings offer practical guidance for dairy producers,marketers,retailers,andpolicymakers seeking to improve customer satisfaction and enhance brand competitiveness within the dairy sector