Assessing Consumer Attitudes Towards Fresh Milk Consumption in Sri Lanka: The case study of fresh milk consumption in Kandy district

Abstract

This study evaluated consumer attitudes, demographic and economic factors that affect fresh milk consumption using consumer frequency of fresh milk consumption as the case. It used data collected through a consumer survey conducted in Kandy district at randomly selected super markets, groceries, milk bars and retail shops over the period of April to June 2007.

To weigh up the consumer attitudes, factor analysis was carried out and factor scores were introduced to the final model as independent variables which can be categorized as cost and usage, nutrition, sensory and availability. An ordered logistic regression was carried out to find out the relationship, while controlling for a number of demographic and socio- economic characteristics of consumers such as age, gender, level of education, income, size and composition of the household, ethnic group and presence of diseases that affect fresh milk consump tion. The results suggest that many of these factors have a significant impact on their fresh milk consumption behavior.