Factors Affecting Consumers' Dairy Products Preferences

Sina Ahmadi Kaliji,Maurizio Canavari,Seyed Mojtaba Mojaverian,Hamid Amirnejad

doi:10.7160/aol.2019.110201

Abstract

Choice models represent a valid approach for the analysis of consumers’ preferences as these models offer an opportunity to investigate many aspects that influence consumer behaviour. This study with the purpose of investigating consumers’ preferences and their affecting factors were conducted by using the nested logit model in Sari, Iran in 2018. The results revealed that yoghurt, milk and cheese had the most preferences among the dairy products and consumers had more tendencies towards using low fat than full-fat dairy products. The results of factors affecting dairy products choice indicated that price and family cost decreased the probability of products being chosen, and age, education and attention to exercise variables increased this probability. Marketing mixed variables (4p) also had a significant effect on the choice of dairy products.

Highlights

Effective and efficient management of the relationship with customers is one of the most important issues for marketers (Barone et al, 2000)
Some discrete choice models have been specified for particular purposes
The multinomial logit model is considered the workhorse of discrete choice models, its assumptions are quite restrictive

Summary

Introduction

Effective and efficient management of the relationship with customers is one of the most important issues for marketers (Barone et al, 2000). Discrete choice models represent a valid approach for the analysis of consumers’ preferences as these models offer the opportunity to investigate many aspects that influence consumer behaviour, especially if applied in the field of food marketing research (Louviere et al, 2000). In this study the factors that affect consumers’ choice and preferences are analyzed by using a nested logit model. In some studies, demographic characteristics are shown to affect consumer preference for dairy products (Shokrvash et al, 2015). In a recent study, Yayar (2012) applied a multinomial logit model to investigate consumer preferences for packed and unpacked fluid milk in Turkish households. Bhanu et al (2017) studied consumers’ preferences for dairy products in Trivandrum city (India) and revealed that almost all the households in the sample, irrespective of income level, preferred whole fluid milk. Income turned out to be more important than the household location for milk products consumption, since its consumption will increase according to income level

Materials and methods

Results and discussion

Conclusion