Abstract
The cow’s milk market is going through a critical period characterised by a continuous contraction in consumption as a consequence of the lack of competitiveness on the market of the conventional product (commodity) versus numerous specialties. This paper aimed to define the profiles of milk consumers in terms of individual preferences (assessed using the best-worst scaling methodology) and socio-demographic features. A survey was conducted in several stores of large-scale retail, convenience stores, and open-air markets distributed in north-west Italy to collect data from 1216 respondents. For milk shopper purchasing habits, two consumer groups were defined and compared in terms of preferences: the fresh pasteurized milk consumer (FPc) (56% of the total sample) and the ultra-high temperature treated milk consumer (UHTc) (35%). A series of two-ways multivariate analysis of variance (MANOVA) were conducted to assess the effect of individuals’ socio-demographic characteristics and the type of milk chosen on the consumer preferences, simultaneously. Significant differences in milk purchasing habits and preferences emerged when comparing the two consumer groups (UHTc and FPc). Empirical evidence of the study supported the starting hypothesis, suggesting the significance or relevance of the consumer socio-demographic characteristic, as well as their interaction effect with the type of milk on the level of importance given to the considered milk quality attributes. On the contrary, the gender results were not significant for the milk preferences definition. The assessment of consumer preferences, associated with the individuals’ socio-demographic characteristics could have important implications for outlining more effective marketing strategies based on a more targeted communication (i.e., related to the sustainability dimension of the local product, nutritional value and brand), leading the consumer back to the commodity rediscovery concerning individuals’ features and habits.
Highlights
Introduction iationsThe influences of globalisation on eating habits have led to an increase in the variety of diets by including new foods, ingredients, and preparations
Our results show that ultra-high temperature treated milk consumer (UHTc), if compared to fresh pasteurized milk consumer (FPc), are characterised by: (i) a younger demographic profile, (ii) a lower average annual income, and (iii) a majority of employees with a medium-high level of education
In accordance to their answers about the purchasing motivation of ultra-high temperature (UHT) milk, this group seems to be inclined to choose a milk that offers many advantages of product convenience [69,102]. This result is consistent with previous findings in literature: younger people with an active job are more likely to choose UHT milk [103,104], forgoing the nutritional and organoleptic quality [96,105] of the product and emphasising the utilitarian dimension [90]. The latter characteristics of the UHTc sample are reflected in the occupation of the respondents belonging to this group: active persons with fixed timetables are closely linked to the choice orientation towards convenience food products [106]
Summary
Introduction iationsThe influences of globalisation on eating habits have led to an increase in the variety of diets by including new foods, ingredients, and preparations. The growing influence of values, beliefs, and norms (ethical, health or sustainability-related) in defining individuals’ attitudes and preferences and purchasing behaviour has led to important changes in consumers’ diet composition [1,2,3,4]. This trend is very impactful in the European community, as reported by recent data published by Eurobarometer Of European citizens buy sustainable products) [5] This evolution has prompted consumers to include new foods and exclude others [6,7,8,9].
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