Tunisian Consumer Quality Perception and Preferences for Dairy Products: Do Health and Sustainability Matter?

Meriem Zlaoui,Boubaker Dhehibi,Mourad Rekik,Mohamed Zied Dhraief

doi:10.3390/su131910892

Abstract

Consumer awareness about dairy quality increased in the last years, specifically after recent food incidents worldwide (aflatoxin contamination in Europe, 2013, E. coli outbreak in the USA, 2015). In Tunisia, food security and sustainability are at the center of agricultural and food strategies. Therefore, data collected from a face-to-face survey of 214 participants in three cities of Tunisia were analyzed with the aim to identify the general trends of dairy consumption in Tunisia. A factor analysis was conducted to define the way consumers perceive the concept of dairy quality with regards to health and sustainability perceptions. Then, by means of cluster analysis we explore the existence of specific consumer types in relation to dairy quality perceptions, with clear-cut and statistically solid socio-demographic and behavioral profile. Three consumer types were highlighted to evaluate dairy quality, based on different quality dimensions, such as health and sustainability, experience, visible quality, brand name, price and innovation. The results show the emergence of a specific segment of young and older consumers, more educated, and with health and sustainability concerns toward dairy quality.

Highlights

The objectives of the present study are threefold: first, to identify the general trends of dairy consumption in Tunisia; second, to define the way consumers perceive the concept of dairy quality; and third, to explore the existence of specific consumer segments with regards to health and sustainability perceptions
The present study aims to identify the general trends of dairy consumption in Tunisia, define through factor analysis the way consumers perceive the concept of dairy quality, and explore by means of cluster analysis the existence of specific consumer segments through socio-demographic and behavioral profiles with regard to healthiness and sustainability perceptions
The survey reveals a clear differentiation between older, less educated consumers on the one hand (Cluster 1) and younger or middle-aged and more educated consumers on the other (Cluster 3). It appears that education, and income and age, are the main socio-demographic characteristics that impose different consumer attitudes toward dairy products, especially with regards to healthiness and sustainability perceptions

Summary

Introduction

Publisher’s Note: MDPI stays neutral with regard to jurisdictional claims in published maps and institutional affiliations. In Tunisia, the dairy value chain is a strategic sector that ensures the country’s food security. Maintaining food security has required regular interventions by the Tunisian. Government at different levels, especially in terms of prices and subsidies. The governance of the dairy chain—which aims to reconcile the economic challenge (preserving producer margins and the consumer purchasing power) has a significant impact on the number of dairy farmers, milk production, collection centers, processing industries, consumption and the quality of dairy products

Objectives

Results

Conclusion