Measurement of Milk Container Preferences

Abstract

Consumer preference for container types for fluid milk was investigated for gallon and half gallon containers using conjoint analyis. Consumers clearly preferred plastic jugs to paperboard for gallon containers, which explains the nearly complete capture of the gallon milk market by plastic. They prefer paperboard for half gallon containers, which corresponds to the failure of plastic to penetrate that size container very well. Relative prices of container types are adjusted for the utility consumers see in the containers. Utility adjusted prices of plastic gallon containers make them very competitive relative to alternative packaging materials. Prices of plastic half gallon containers make them less competitive once utilities are accounted for.