Customer requirement is a key point for every product in current competitive market. This study compared the preferences of different categories of customers, Male/ Female Students and Male/Female Staff, with respect to milk and milk products provided by a cooperative dairy, in relation to several parameters (milk characteristics, packaging, delivery, brand, storage and awareness). 200 respondents (50 Male Students, 50 Female Students, 50 Male Staff and 50 Female Staff) of Banaras Hindu University, India, were participated in the survey. Preferences of consumers with respect to milk and milk products were evaluated with the ‘Preferences for Milk and Milk Products Questionnaire’. Significant differences were observed between the 4 groups’ respondents on a number of variables. These findings have important implications on modify the market strategies related to the product development, distribution and promotion of the cooperative dairy. Additionally, it suggests that such survey for customer requirements can be very impactful input to House of Quality (HoQ).